TOPPOPS

thoda sa magic thodi si mast!

Niaz (Pvt.) Ltd. is a sister company of Sh. Ghulam Ali & Sons, Sh.
Ghulam Ali & Sons was established, late in the 19th century, in
1887 in the historic city of Lahore. In the 4th generation of the
business family, in 1985, a Food Division of Sh. Ghulam Ali & Sons
was established to manufacture and market snack food products.
The Food Division of Sh. Ghulam Ali & Sons was spun off as an
independent company Niaz (Pvt.) Ltd., established in 1991.
A brand is started on 6th march 1989, by Niaz (Pvt.) Ltd. (Lahore).
Top Pops is a baked, not fried, product. Its ingredients are
imported cheese and flavor along with carefully selected local
corn, vegetable oil and spices.
flavor: chicken and spicy

Tikki Pack in 1989

Tikki Pack was the original Top Pops pack shipped from the factory
on 6th of March 1989. It sold for Rupee 1/- only! It was a popular
children purchase. With erosion of Rupee value, it was
discontinued in 2008.

Regular Pack

Launched in 1991, Regular Pack was a big seller. Regular Pack

sold for Rs 2/- only. It was a good filler as a snack between meals.
Parents loved to include it in the lunch-box of their children. Due
to erosion of Rupee value, it was taken off production in 2008.

Big Bag

Top Pops Big Bag was launched in 2000 and it steadily gained
popularity. Big Bag was sold for Rs. 3/- only. With a big portion and
a metalized wrapper, it stood tall in value compared to the other
snacks selling at Rs 5/- and 10/-. Big bag was indeed big value!
Due to erosion of Rupee value it had to be discontinued in 2008.

Party Pack

Top Pops Party Pack was launched in 2007. It'll be re-launched

soon. Party Pack, though earlier at Rs. 10, will now sell for Rs. 20/only. It contains such a large helping, that it can really cater for a
party! Party Pack comes in cartons only and there are 24 Party
Packs per carton. It comes in 2 flavors: Spicy and Chicken. Buy 2
packs and you can cater to everybody's taste at your party!

Top Pops Rs. 5/- : Launched in

2009

Top Pops Rs. 5/- pack was launched in 2009 It bears the consistent
taste and quality of Top Pops that the consumers have
enjoyed over the past 27 years.

In 2008, the original Tikki Pack along with Regular Pack and Big
Bag were discontinued due to exorbitant rise in input prices. Top
Pops is available in two flavors: Spicy and Chicken.

FUTURE OF TOPPOPS:
A new, sweet and tangy, Imli flavor is being planned to launch
but no further work has done on these flavors.

PROBLEMS WE FOUND:
In our research we have found many blunders relating to the
brand because it has some bad branding going on like their
commercials and not up to date and they are not advertizing their
brand since 2008. therefore toppops is now common among the
sellers, Still there is a big demand in the market for topops. here
are some of the points we have summarized from our research
that need to be look after,
1. bad packaging
2. No awareness about brand
3. they have quality snack but bad branding
4. Distribution is a big problem (company is in Lahore)
5. facebook page is not up to date they are uploading comedy
vedios

7 POINTS :
BUSINESS OBJECTIVE:
To re-launch the top pops with strong branding and awareness to
improve the sell and profit margin of the company.

1.We are choosing a demographic segmentation and targeting the age group
between 4 to 15 years old.

Different kinds of modifications can be done to improve the

product quality like:
- Style modifications
- Quality modifications

TARGET MARKET:
About the relaunching of toppops we will be focusing on children and teenagers
we would able to offer a variety range of our ketchup, cheese flavors.

TARGET BEHAVIOUR:
To change the perception of the brand and to create call of action
to buy the product.

COMPETITOR ANALYSIS:
Lays, cheetos, popato sticks, cheese pops

APPROPRIATE TOOLS:
1. facebook (social media marketing)
2. banners (standees in shops)
3. Billboards (advertizing)
4. buntings (in malls and shops)
5. website (complain and customer feedback)
6. TVC ( concept only)

SWOT ANALYSIS
Strengths

Weaknesses

Brand positioning in consumer

mind.

price shifts in the market due to

competition

Varity of flavors available .

Not conveying messages through

the sources of communication

Opportunities

Threats

Large distribution almost in all areas

Threat from Copycats

Develop the range of potato chips.

Unbraded and low quality product.

Already
(cheetos)

establish

competitor

PRODUCTS & PRICING

The focus of this campaign is to re-launch the leading product Toppops. Keeping
this in mind, the following price structure has been formulated, specially

introducing new SUPER DOOPER PACK and different flavors in Toppoops like
Cheese, ketchup etc.
Size & flavors

Net Weight

Price

Small Pack

10 Grams

Rs. 05/-

Medium Pack

30 Grams

Rs. 10/-

Large Pack

60 Grams

Rs. 20/-

Super Dooper Pack

200 Grams

Rs. 75/-

Cheese

10,30,60,200 Grams

Rs. 5/,10/,20/,75/

Ketchup

10,30,60,200 Grams

Rs.5/,10/,20/,75/

GROUP MEMBERS

MAQSOOD FANCY
SAJID RAUF
JAHANZAIB KHAN
RAINISH