Introduction

Established in 1982, Tripple Em (Pvt.) Ltd. is the pioneer company in manufacturing

premium quality crisps and snacks in Pakistan. In 1986 "Super Crisp" was a mega success
from day one of its launch, establishing new sales records and enviable consumer acceptance.
It is one of the highest grade quality crisps being produced in South Asia and Middle East,
opening new and alternative source of foreign exchange earnings for our country. Its
headquarter is located at 9 Sher Shah Block, New Garden Town Lahore, Punjab Pakistan.
Within a short span, it created a niche for itself, while at the same time the substandard
products till then rampant in the food market had to suffer a major set back. Ever since the
consumers gave a green signal to the product, the company got the confidence to make
headway by adding other products of the same high standard to the initial one. The products
manufactured by Tripple-Em gained instant popularity, without promoting it in the usual way
that is currently in vogue in the food market. This reality itself speaks volumes that a good
product is itself a self-assured, a self-proclaimed thing that is readily beheld by the seeing
eyes & the eating mouths.
In 2007, Tripple-Em showcased a new range "Frankies" to the people of Pakistan. A high end
product category, produced from state-of-the-art modern technology that aspires to capture
hearts of the people; the same it did 25 years ago with Super Crisp.

Mission Statement
"Our objective is to provide the highly quality crunchy product of potato chips according to
the taste buds of Pakistani nation under the brand name Super Crisp" which fulfill the
customers expectations

Quality Control and Awards

Quality Control should be the priority of any business. This aspect is the master key to the
door of entrepreneurship. The company is ISO 9002 certified. Company is following quality
standards of Snack Food Association of America in manufacturing all of its products to best
satisfy the consumers. A strict quality control and quality assurance is followed in inspection
and selection of raw material and finished products. The company commands the worlds
most advanced and sophisticated processing unit, custom built for Tripple-Em by the leading
American manufacturer of fully automatic and computerized snack food plants. The packing
system has been provided by a leading Japanese manufacturer renowned for its extremely
modern & accurate computerized weighing and packing machines. The entire processing

machinery is housed in a precision-built, centrally air conditioned premises to meet highest

hygienic standards. Highly qualified & experienced food technologists are employed to run
the plant. The company maintains a most modern research and test laboratory to ensure the
highest international standards in quality of the products. "Super Crisp" is exporting its high
grade products under the ISO 9001:2001 Certification. The Company was authenticated by
the Federation of Pakistan Chamber of Commerce and industries when it was awarded the
Export Performance Trophy. Through the attentive dedication of the company and the hard
working employees Tripple-Em has maintained a high grade standard of the products,
ensuring high grade quality in the products being marketed.

Facilities
Tripple-Em was formed with the objective to provide quality food products and to be
successful in the business of food. To achieve this object great deal of efforts were made to
ensure that all the customers should feel at home when the products taste. The process used
by the company is in ideal conditions and packed in the healthy environment. In order to
pursue the ISO 9001 standards and the affiliation with SFA, the whole frame work of
Tripple-Em is based on fool proof arrangements. The company has the one of the most
advanced and highly quality sophisticated processing unit with the fully computerized and
automatic snack food plants. The packing system of the company has been provided by a
company by a leading Japanese manufacturer. The company also has the most advanced and
modern research laboratory to ensure that certain standards as met as per requirement.

Products
First product launched was potato chips with the brand name of Super Crisp in 1986 with
different flavours. In 1989, the Nimko range was added in the process, which included fried
and salted products like peanuts, Almond etc. Owing to the advancement in technology and
development in consumer acceptance Company launched extrusion plant in 1995. The
extruded product made from this atomized American plant are Gol motol, Wheelo pops, Dino
munches, Giggly waves, Catty chins etc.

Detailed Product Range:

Potato Chips Range

Super Crisp, Plain Salted, BBQ, Paprika, Lemon & Chilli
Mr. Crisp Salty, Spicy, Imli

Nimko & Nuts Range

Nimko Mix Spicy
Peanuts Fried & Salted
Daal Moong Fried & Salted
Almonds Fried & Salted
Whole Pistachios Fried & Salted
Cashewnuts Fried & Salted

Corn Extruded Range

Dino Munchies (Ketchup)
Catty Chins Cheese
Super Stars Flamin' HOT
Rings Cheese & Onion

Potato Based Pellet Range

Twisters Ketchup
Boomer Salty, Spicy, Vegetable

Potato Chips Range

Frankies Chips Fiery Hot , Sour Cream & Onion, Salt & Vinegar

Nuts Range
Peanuts BBQ

Corn Extruded Range

Corn Chew Cheese

Potato based Pellet Range

Stars & Cars

Super Crisp Unique Selling Points

Great Taste
Crispy Flesh Texture
Excellent firmness
Extended planted process
Good looking shape size

Major Competitors
The major competitors for the Super Crisps are:
Pringles
Slanty
Kurleez
Lays

Pakistan and Chips Industry

The people of Pakistan are very habitual in adapting to the western products and western
culture so thats why theres always a big potential for multinational companies to invest
in Pakistan as the growth and demand rate is very high and still increasing especially in
food industry. Annual growth rate of chips and snacks industry is approximately 20%.
Children and youngster are the target market for any chips company and the demand is
very high because the target market has the habit of eating these products all the time.

Industrial SWOT Analysis

Strength:

The availability of raw material in the form of fresh potatoes.

Cheaper labor.
Scope for good quality products
The life style of people is changing and improving.
Freshness
Direct supply to retailers
Tariff cuts

Weakness:
Low trade margin
Strict discount rules
Lack of skills and in-experience in management compared to developed countries.
Can be loss at the initial stages because of the sales of the distribution.
Unethical propagandas
Opportunities:
Increase in the eating habit of Pakistani people.
Attractive market size.
Lack of brand loyalty by customers.
Youngsters adapting to the western lifestyle and western products.
Great profit margin because of availability of raw material.
Threats:
Monopoly of multinational companies currently captured the market.
Quality of potatoes can be bad due to the lack of process and rules. Also due to the
lack of storage facility which result in huge waste of potatoes.

Imbalance potatoes prices.

Poverty rate of public and inflation rate.
High competition and high promotion activities by the competitors.
Manufacturers try to keep new products out of the market.

Super Crisps SWOT Analysis

Strengths:
Large amount of market share of Tripple-Em in Pakistan.
Big product range
Distribution network all over the world.
Fully automated plant
Weakness:
Lack of communication with public.
Insufficient price because of lack of rules and regulations.
Lack of research and development in the target market.
Lack of advertisment.
Opportunities:
Large market to capture.
Lack of brand loyal of target markets toward competitors.
Target market attractive to multinational brand names.
Lifestyles of people are getting better.
Threats:
Threats of copycats.
Lack of rules and regulations.
Low quality and cheap substitute products.
Established competitors.

Pestle Analysis
Political Factors:
Pakistan is the country where there is always a chance of instability in the politics. The
increase amount of corruption and bribery is the big issue in Pakistan. The rules and
regulations imposed by the government are lack instability. There are also security issues as
well as lack of laws such as labors. So because of these issues the chips industry faces some
political issues and can be stumbling block.
Economical Factors:
The economical factors consist of factors such as growth rate, inflation rate and employment
rate etc. The major issue for the people of Pakistan is the increase of poverty rate and lack of
employment. The graduation rate is bigger than the employment rate and due to that the

buying power of people decreases. So these are the biggest issues for the chips industry as far
as Pakistan concern.
Socio-Cultural Factor:
Social-cultural is one of the major factors in Pakistan especially in food industry as there was
an incident involving lays chips where there was a propaganda that lays chips are not Halal so
it is very important that companies should launch the products by keeping in mind the
cultural and norms of the society.
Technological Factors:
In this current era new innovations are emerging every day because of that it is very
important that Triple-Em should be up to date and have latest technology and automated
plant. The research and development is also very important department for the food industry
so latest equipment and technology are the major factors to be successful.
Legal Factor:
Legal factors in Pakistan includes rules and regulations of food industry, trade policies, tax
rules and future legislation etc. so it is very important that Triple-Em keep all these aspects in
mind before re-launching of the product.
Environmental Factors:
The plant of Trimple-Em should be in an area where there is lack of population and people
are not getting affected by the plant. It is also very important that Trimple-Em fulfill the CSR
activities to contribute towards environment.

Re-launching the product

In order to cope up with the current market situation it is therefore decided to re-launch the
product with certain signified improvement to make better product in minds of the target
consumers.

Different kinds of modifications can be done to improve the product quality like:
- Style modifications
- Quality modifications

Cater the product to a different market segment

Better availability of the product should be there

Repositioning should be done in such a manner that it appeals majority of customers.

Attractive offer inside a pack to target majority of customers children

Within the existing brand name a new product category can be introduced.

Product and Pricing

Product stage of Super Crisp Chips:

The name is already famous in the market so at the initial stage there will be:
High production cost
Low profits
Take time to gain market share
The focus of this campaign is to re-launch the leading brand of the Tripple-Em Company,
Super Crisp. Keeping this in mind, the following price structure has been formulated, with
different product line and different designs specially introducing new MEGA PACK and
different flavors in super crisp like Cheese, ketchup etc.

Size & flavors

Net Weight

Price

Small Pack

20 Grams

Rs. 25/-

Medium Pack

50 Grams

Rs. 60/-

Large Pack

100 Grams

Rs. 100/-

Mega Pack

200 Grams

Rs. 150/-

At the re-launching of Super Crisp not only children and youngsters will be targeted but
also the families and old people because of the introduction of new packages and product
lines. The packages such as Mega Pack will target the families and will give strong
competitions to Pringles. Moreover there will be different schemes through which customers
will be able to win free things such as Play Stations, Cell Phones and IPods etc. with the
coupon inside the Super Crisp that will also increase the sales of Super Crisps. The
distribution network will be improved which is already very strong and major focus will be to
reach the entire country. The big budget will be spend on the advertisement in order to attract
as much people as we can through interesting and innovative ads.

Positioning
Product Differentiation:
The aim of the ad promotion is to relaunch Super Crisp as the original and the leader of
chips brand. This idea is aimed at bringing back the super crisp of a now very extensive range
of snack food variants. Also aimed to differentiate the product according to the different
segmentation
Brand Image:
The image of the brand has not been distorted a great deal, as it possesses a unique packaging
scheme. However, the stress on high quality has been kept prominent, but the introduction of
more flavors and more quantity will more effective.
Product Life Cycle:
The product was at its maturity before these promotions, but going towards declining as the
company was satisfied with its sales and it also did not advertise. Therefore it re-launched
from that stage with modification, which has a different packaging and a variant in size.

Product Classification:
The core center of the campaign is on the main Super Crisp brand, that is, the two Super
Crisp flavors; cheese, ketchup . These three variants will be relaunch from now.
Punch Line:
Punch lines are one of the best tactics in ad promotion these punch line remains in consumers
mind and utilize as brand identification just like jingles of the brand. Our punch line which
we introduced in our advertisement is

You cant hide the Crunch!!

Packaging
We are introducing three more flavors in super crisp, ketchup and cheese.
We are also increasing the quantity of the chips as well as with the quality
of chips like 20gm, 50gm. Moreover we fascinate our customers with
SUPER BUMPER a scheme in which our customers win PLAY
STATION, CELL PHONE and lots of OTHER BUMPER PRIZES, just
save the coupon no. inside of every super crisp and monthly wins lots of
bumper prizes. The new packaging suggested by the ad promotion for the
relaunch is not very different from the original one. It has been suggested
that the primary color scheme be kept the same with minor differences to
create both a new look, and to keep the recall element in mind.

Promotion
The new promotion is designed at re-accustom the consumers with the leading brand of
Tripple-Em. i.e. Super Crisp has not been advertised, especially on TV, since from 1995.
The objective therefore is to establish a brand recall by first creating a similar ad to the one
that was shown in those days, and then establishing a more well-defined consumer base in
terms of kids with a fresh one (TVC).
Super Crisp ad campaign will deliver simultaneously on some major communication
resources like T.V and FM-99 etc.
Purpose:
The primary objective of the ad campaign in terms of sales is to target our promotional efforts
towards kids, and subsequently, families. This way organization can measure sales
performance more easily by conducting surveys regarding to popularity and magnetism of the
brand among people.
Advertisement Strategies:
They should be very careful about the tactics of good food advertising.
Ideal Kids (or families) - always seem perfect. The kids are really hip looking, with the
hottest fashions and haircuts, and toys. Ideal families are all attractive and pleasant looking and everyone seems to get along! Ideal kids and families represent the types of people that
kids watching the ad would like themselves or their families to be.

Family Fun - a product is shown as something that brings families together, or helps them
have fun together; all it takes is for mum or dad to bring home the "right" food, and a ho-hum
dinner turns into a family party.
Excitement - who could ever have imagined that food could be so much fun? One bite of a
snack food and you're surfing in California, or soaring on your skateboard!
Star Power - your favorite sports star or celebrity is telling you that their product is the best!
Kids listen, not realizing that the star is being paid to promote the product.
Bandwagon - join the crowd! Don't be left out! Everyone is buying the latest snack food:
aren't you?
Facts and Figures - are when you use facts and statistics to enhance your product's
credibility.
Television Advertisement:
The promotion assembles on one TV commercial, which being broadcast regularly on TV.
This ad is very different and interesting as compare to the 90s ad we basically target the little
kids and try to create curiosity among the T.V seekers.
Radio Advertisements:
There are two radio ads for this promotion which shall be run simultaneously; one on FM-99
and FM-100, and the other is on FM-89. The first radio ad based on new flavors which we
introduce and about increasing quality of the chips while the other is based on the SUPER
BUMPER scheme which we introduce so that public be familiar with this scheme.

Newspaper Advertisement:
we basically wants associations of customers so for building more perception regarding our
brand we are introducing the most popular character of ROTER from the original brand
Tripple-tm launch and the punch line which we introduce only to capture consumer brain
regarding brand.

Personal Selling:
Marketing managers will go directly to retailers and take the orders because it will save the
time of involving whole sellers.
Appointing persons to go house to house and offer attractive prices to households if they buy
huge quantity.
Offers will be made to customers to retain them for a long time with the company.
Cost of advertisement:
Approximately cost of the electronic and print Medias promotion is cited as follows:

MEDIA COST
Media Sources

Cost

TV

Rs. 7,000,000

Radio

1,000,000

Newspaper

7,000,000

Others

1,000,000

Total

Rs. 97,000,000

B2B Marketing:
Due to the major competition in the chips industry which is captured by Lays, Pringles and
Kurleez etc. it is important to provide something different to the customers that separate the
Super Crisp from its competitors so due to that we decided to have collaboration with
BISCONNI company that will provide the product Cocomo as a gift when the customers
buy Super Crisp Chips. This strategy can help to capture the market because lot of customers
will be attractive to this offer.
The reason for having the business with Bisconni is because it is already well establish brand
in Pakistan and have good reputation in the market. The distribution channels of Bisconni and
promotion activities will also help the Super Crisps.
Bisconni:
Bisconni enjoys synergies from the marketing and export experience of CandyLand.
CandyLand, being the largest manufacturer and exporter of confectionery products in
Pakistan, shares the success and richness of its learning's in the confectionery market with
Bisconni.
State of the art production technology and rigorous quality control systems constitute a major
part of our strength in this market. Our real strength lies in our people. New and innovative
ideas are born and put into use every day by our young and energetic team. Motivated
employees at CandyLand have pioneered ideas and products that have become industry
standards.
It is located in 17, Banglore Town, Main Shara-e-Faisal, Karachi-75350, Pakistan and owned
by Ismail Industries.
At Ismail Industries, we have a tradition of providing customers with choice among the best
quality in unique products, attractive packaging and eye-catching displays. This tradition is
being successfully carried forward to Bisconni.

CONCLUSION
Before relaunching, SUPER CRISP was going towards declining because it didnt overcome
its weaknesses. So every product when launch in the world it wouldnt hope for declining but
it decline cause it didnt beat competitors and fail to build association in customers mind.
With the collaboration with Bisconni will also help to capture the market and attract the
customers towards them. To be success in the market there is the rule of beating your
competitors, and satisfy customers by providing more values as they are expecting and for
repositioning the existing products or services you have to overcome your weaknesses for
starting new life of your product.