FSC Project-1

Team - 15 | Marketing Research- MR 6

TOPIC: “Develop a scalable and cost-effective framework to increase the market share of a
snack product.”

Members Mentor
Nalin Singhal (233) Vrinda Bhatnagar
Priya Pakad (138)
Shitanshu Yadav (270)
Anand Sharma (105)

Product Category Selected: Snacks | Our Brand: Too Yumm

Too Yumm: It’s Quick, It’s Healthy

TABLE OF CONTENTS

Particulars Page No.

ACKNOWLEDGEMENT 4
EXECUTIVE SUMMARY 5
BACKGROUND & MOTIVATION 6
Why snack? 6
Why scalable and cost-effective framework? 6
Why Too Yumm? 6
OBJECTIVES & RESEARCH METHODOLOGY 7
Objectives 7
Research Methodology 7
LITERATURE REVIEW 8
INTRODUCTION 10
COMPETITION ANALYSIS 15
Lays 15
Uncle chipps 16
Kurkure 17
Bingo 19
Haldiram’s 20
Parle 21
OUR BRAND 23
History 23
What Is Unique About Too Yumm 23
Sales/Revenue 25
Target Group & Positioning 25
Marketing Initiatives So Far 25
Challenges 26
METRICS THAT AFFECT THE MARKET SHARE OF A BRAND 27
RETAILER SURVEY 28
Field Research Summary 28
Solution To Individual Pain Points 35
Outlet Profiling 35
CONSUMER SURVEY 37
Objectives 37
Consumer Behaviour Survey On Chips 37
FINAL RECOMMENDATIONS 41
Outlet Profile 1: 41
Outlet Profile 2: 41
Outlet Profile 3: 41
General Recommendations: 41
REFERENCES 44
APPENDIX 47
Questionnaire 47

2
Store Pictures 49

LIST OF FIGURES

Particulars Page No.

F1: India's Organised Snack Market 11
F2: Biggest Players 11
F3: Delhi-NCR Chips Market Sales 12
F4: Delhi-NCR Players' Market Share 12

F5: Delhi-NCR Potato Wafers Segment 13

F6: Delhi-NCR Bridges Segment 13
F7: Delhi-NCR Extruded Snacks Segment 14
F8: Delhi-NCR Segment-wise Market Share 14

F9: Number of Variants Offered 24

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ACKNOWLEDGEMENT

This project is dependent on contributions made by a wide range of people for its completion. We
would like to acknowledge everyone who has given their time and expertise for the development
of this project.
To begin with, we would like to thank our institution, Faculty of Management Studies, Delhi, and
the FMS Scholastic Council in particular for providing us with the opportunity to undertake the
responsibility of doing such a project. We are grateful to the Management Science Association for
their constant support and inputs.
We would like to express our heartfelt gratitude to our project mentor, Vrinda Bhatnagar, for
always guiding us and taking us forth in this project. It was her knowledge, guidance and
experience that brought us to this stage. She has constantly inspired us and helped us with every
little detail of our work and solved all our queries. It was a wonderful learning experience to finish
our work under her constant supervision.
We are thankful to our mid-review examiner, Ayushi Mehrotra, for finely pointing out the various
bottlenecks in our work and advising us on the appropriate roadmap to be followed for producing
a meaningful piece of work.
We are extremely grateful to the various retailers for allowing us to conduct a field research in
their establishments and sharing their market figures with us. Further, we are indebted to the
numerous individuals who participated in our consumer survey, providing us with invaluable
insights which drove this project.

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EXECUTIVE SUMMARY

Change in the consumer sector is evident with the advent of disruptive forces driving dramatic
reversals. Too Yumm has emerged as a new-age brand that is reinventing the chips category. Made
from dal and multiple grains and baked as opposed to its competitors’ fried offerings, it is
addressing the growing needs of consumers who are health-conscious and need a ready-to-eat tasty
snack which addresses this concern.

The report postulates the metrics that drive the market share of a brand and does a comprehensive
analysis of all the players on these metrics. It analyzes the factors that drive sell-in and sell-out of
a snack in the general trade. It is an attempt to come up with a scalable and cost-effective
framework to increase the market share of Too Yumm in the Snack Industry.

The study uses two broad sources of collecting data for research including the primary data and
secondary data. Initial analysis was done on the various factors that defines the positioning of
market competitors in the snack industry. A field survey of 20 retail stores was carried out to
decipher the pain points & market factors that drive the snack industry. Furthermore, a consumer
survey of 238 consumers was undertaken to drive insights for the unmet consumer needs &
consumer behaviours.

The data collected from the research was analysed to drive results and insights to suggest a cost
effective and scalable model for Too Yumm in the snack industry.

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BACKGROUND & MOTIVATION

Why snack?

Snack is a thriving category with the demand rising due to our changing lifestyles. With busy
modern lives, urbanization and increased purchase power, convenience products have gained
importance. With a surge in nuclear families and bachelors, quick packaged foods, that save time
and aid to convenience, have become a staple and attract a large number of customers.
Convenience and ease are key characteristics of a snack as it is a quick meal. Consumers are open
to experimentation with snacks category as it more of an impulse purchase and highly depends on
availability and visibility. The meaning of a snack has redefined over the years from biscuits to
chips, bars, cakes and more. The snack category is a growing category and has a lot of scope for
experimentation.

Why scalable and cost-effective framework?

In today’s world, where consumers have become more aware and decisive in their preferences,
brands are continuously challenged to evolve with changing demands. Each brand, at some point,
has to face challenges such as entering a new segment/market, repositioning product/brand, spread
awareness through campaigns, etc. As students interested in marketing and as potential brand
managers, we will definitely face such challenges while managing brands and products. Such a
problem statement allows us to understand the on-ground pain points and create economical and
lasting solutions for the same. Moreover, the key to a good solution lies in its ability to be cost-
effective, pragmatic and actionable.

Why Too Yumm?

Too Yumm is a new-age brand that is reinventing the chips category. Made from dal and multiple
grains and baked as opposed to its competitors’ fried offerings, it is addressing the growing needs
of consumers who are health-conscious and need a ready-to-eat tasty snack which addresses this
concern. The forms and flavours offered by the brand are extensive and provides numerous
options, across wafers, fox nuts, quinoa puffs, etc. to cater to a variety of consumers.

The market we have chosen for research is Delhi-NCR.

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OBJECTIVES & RESEARCH METHODOLOGY

OBJECTIVES

1. Understand the metrics that drive the market share of a brand and do a comprehensive analysis
of all the players on these metrics.

2. Analyze the factors that drive sell-in and sell-out of a snack in the general trade.

3. Come up with a scalable and cost-effective framework to increase the market share of Too
Yumm in the Snack Industry.

RESEARCH METHODOLOGY

There are two broad sources of collecting data for research. These are primary data and secondary
data. These are usually used in research.

Primary data

Primary data is a source which is seeked out by researchers for a particular research to find out the
answer of their research question(s). There are many tools available for collecting empirical data
but it depends upon the research question and purpose of study. These are interviews, observations,
surveys, experiments and questionnaires. For this research, we have used:
 An online Questionnaire for collecting primary data from 238 individuals, and
 A field research of 20 stores for collecting primary data pertaining to retailers.

Secondary data

Secondary data is a source of data which already exists or is collected by others. There are various
sources to collect secondary data, such as books, articles, journals, research papers, internet, etc.
For this thesis, we have used the internet, articles, analyst reports and journals for collecting
secondary data.

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LITERATURE REVIEW

The new model for consumer goods - Greg Kelly, Udo Kopka, and Jessica Moulton - April,
2018

Across the globe, the FMCG industry is facing a shift in the landscape with changing consumer
behaviours & the distribution channel. FMCG laid foundation for 23 brands of the world’s top 100
by the year 2010. FMCG originally followed the five part model with focus on mass market brand
building & product innovation, connecting grocers with mass retailers to gain leverage over
consumer access, early market entry in developing markets & capitalizing from categories as
consumer income rose, streamlined operations for ease in execution & cost reduction, &
consolidation of markets through M&A to bolster organic growth. The FMCG industry is
undergoing a shift in paradigm in terms of consumer behaviour & channel landscape. It is
imperative that FMCG companies focus on embracing a dexterous operating model for brand
relevance.

Insights from article:

1. Millennial effect, digital intimacy (data, mobile, IoT), explosion of small brands, growing
brand consciousness.
2. Growing e-commerce giants, discounters, & mass merchant squeeze.
3. Rise of local competitors.

The consumer sector in 2030: Trends & questions to consider - Richard Benson-Armer,
Steve Noble, & Alexander Thiel - December, 2015

Change in the consumer sector is evident with the advent of disruptive forces driving dramatic
reversals. Companies that aspire to be on top in 2030 have to remain relevant to trends &
proactively restructure itself whenever it becomes imperative. Trends might be predictable with a
peculiar growth pattern or completely random. It is imperative to have a detailed discussion of
trends with cited examples. It is vital to discuss the implications for the consumer sector. The
article talks about a plan of action for consumer packaged goods & retail sector to brace for the
changing trends and succeed in the upcoming decade.

Insights from article:

1. Changing face of the consumer.
2. Evolving geopolitical dynamics.
3. New patterns of personal consumption.
4. Technological advancements.
5. Structural industry shifts.

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Beating the odds in market entry - John T. Horn, Dan P. Lovallo, and S. Patrick
Viguerie - November, 2005

For every successful market entry, about four startups fail. Cognitive biases hinders an outside
perspective of previous market entries. Companies largely overestimate market potential &
underestimate rival response to market entry. Failing to learn from a myopic focus on market entry
decision needs to be curbed by analysing the strong market factors for predicting the success in
the market entry. The companies need to set up a reference to support it in analysing challenges
and market needs and gaps to drive opportunities. Furthermore, they need to separate bias from
analysis of entry decisions. The company needs to focus on setting value propositions, market size,
potential competitors, potential market share & revenue & cost analysis.

Insights from article:

1. Entry size relative to minimum efficient size.
2. Similarity of market with company’s existing portfolio.
3. Complementary assets of the company.
4. Order of market entry.
5. Life-cycle stage of Industry.
6. Degree of Innovation.

A revolution in interaction - Patrick Butler, Ted W. Hall, Alistair M. Hanna, Lenny

Mendonca, Byron Auguste, James Manyika, & Anupam Sahay - February, 1997

The pervasive nature of interactions are causing a shift in paradigm of how trivial nature of
questions pertaining to integration, scale & scope are changing. The article talks about the
interactions & there nature at economy, industry, firm & individual level. It is imperative to talk
about how interactions are shaping the economy, the technology to leverage interactions,
developments in interactive technologies, & the overall effect on interaction capability. The
companies that are proactive in forecasting changes and designing an action plan to reshape their
business models accordingly are bound to remain perennial in the long run. The companies have
to overcome bias & conquer denial to be successful.

Insights from article:

1. Enhancing productivity: Using innovative approach to boost efficiency and cut jobs.
2. Configuring business: Disaggregation, outsourcing, & use of outside markets.
3. Serving customers: Direct sales & distribution.
4. Organizing: Leveraging expertise across geographical & organisational boundaries.

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INTRODUCTION

The Indian chips market has grown substantially in the past couple of years. A busy lifestyle
coupled with long working hours has forced people to shift from elaborate meals to ready-to-eat
snacks and packaged food. Snack manufacturers are working aggressively on original recipes and
launching new line extensions offering unique ingredients, flavors, and textures to consumers.
Rising consumer awareness towards healthy and packaged snacks has also facilitated a huge
demand for Extruded Snacks and Chips in the last five years. The market is so diverse that it can
be categorized based on the product base as well, like potato, rice, corn, cereals, pulses, gram flour,
nuts and seeds, and on the flavour basis such as salty, tangy, spicy, onion, garlic or cheese.
For instance, in 2016, PepsiCo introduced Lay’s Crispz and Lay’s Twistz potato chips – Crispz
are thinner and crispier than PepsiCo’s existing products and Twistz are twirl-shaped – both priced
at ₹ 5. In 2018, PepsiCo announced it had reduced the sodium in its Indian Magic Masala and
Spanish Tomato Tango flavors by 13-15%.

Global and regional players having capital to spend on understanding consumers are coming up
with new segments to satisfy the tastes and preferences of Indian consumers. They have come up
with a third type of savory called bridge snacks having local taste and flavour coupled with a
western product format, addressing Indian affection towards local culinary taste and flavors.
Higher purchasing power from the high economic development of India has resulted in a change
in the preferences of Indian consumers. The consumers are observed to be shifting from traditional
snacks to western snacks of regional, national brands.
According to a February 2019 report by Prataap Snacks, India’s organized snack market stands
at ₹ 220 billion, of which chips and extruded snacks occupy about 62% share. This market is
forecast to grow with a CAGR of greater than 9% in the near future.

10
 F1: India's Organised Snack Market
2%

30%
Chips
36%
Extruded Snacks
Namkeen & Traditional Snacks
Others

32%

PepsiCo, ITC, Balaji Wafers, Prataap Snacks, Haldirams are some leading players in Chips
Category.
Haldiram’s ‘Chips’ brand holds a 14% share of the market for nationally branded potato chips,
competing with Balaji Wafers (at 15%) and ITC (on 16%), with all three-way behind PepsiCo,
which accounts for 40% of sales.

F2: Biggest Players

15%
Pepsico
40% ITC
14%
Balaji Wafers
Haldiram's
15% Others

16%

The Delhi-NCR market exhibits a similar picture to the national one with respect to presence of
major players. However, the revenue numbers and market share of players shows a significant
departure from the national figures in this region.

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Too Yumm has particularly shown a remarkable jump in sales from 2017 to 2018,
rising from 83 lakhs to 26.81 crores in a mere span of a year. This statistic indicates
tremendous promise for the product and is also driven by making Virat Kohli the brand
ambassador.
The graphs below depict the chips market in Delhi-NCR across segments and on aggregate, as per
latest reports by AC Nielson:

F3: Delhi-NCR Chips Market Sales

45,000
40,000
Annual sales in lakhs

35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
PRATAAP
PEPSICO PARLE
ITC HALDIRAM SNACKS Too Yumm
INDIA PRODS
PVT LTD
2017 13,172 34,911 10,248 332 12,422 83
2018 14,778 41,288 13,110 476 13,229 2,681
Growth 12% 18% 28% 43% 6% 3130%

F4: Delhi-NCR Players' Market Share

3%

17%
16% ITC
1%
PEPSICO INDIA
HALDIRAM
15% PARLE PRODS
PRATAAP SNACKS PVT LTD
Too Yumm
48%

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 F5: Delhi-NCR Potato Wafers Segment
30000

25000
Annual Sales in Lakhs

20000

15000

10000

5000

0
PRATAAP
ITC PEPSICO INDIA HALDIRAM PARLE PRODS SNACKS PVT
LTD
2017 1455.1 24278 5000.6 305.2 6582.4
2018 1791.8 27020.9 5927.4 434.8 6998.7
Growth 23% 11% 19% 42% 6%

F6: Delhi-NCR Bridges Segment

14000

12000
Annual Sales in Lakhs

10000

8000

6000

4000

2000

0
BIKAJI
PRATAAP
PEPSICO PARLE FOODS
ITC HALDIRAM SNACKS PVT
INDIA PRODS INTERNATIN
LTD
AL
2017 11626.8 7683.9 3018 26.6 3516.1 8.7
2018 12715.7 9647.4 3793.7 41 3979.6 10.5
Growth 9% 26% 26% 54% 13% 21%

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 F7: Delhi-NCR Extruded Snacks Segment
12000

10000
Annual Sales in Lakhs

8000

6000

4000

2000

-2000
PRATAAP
PEPSICO
ITC D F M FOODS QUICK EATS SNACKS PVT HALDIRAM
INDIA
LTD
2017 90 5597.5 9468.8 2323.1 2948.8 2229.5
2018 270 7023.2 9687.8 2251 4619.4 3389.3
Growth 200% 25% 2% -3% 57% 52%

F8: Delhi-NCR Segment-wise Market Share

28%

42% Potato Wafers

Bridges
Extruded Snacks

30%

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COMPETITION ANALYSIS

LAYS

Lays is the biggest player in the chips category in India. It has a product portfolio mainly spread
across two formats- Lays potato chips, available in 4 flavours- Magic Masala, Cream & Onion,
Classic Salted, Spanish Tomato Tango and Lays Maxx, available in Macho Chilli and Sizzling
Barbeque, launched in 2015. Out of the classic Lays flavours, Masala magic and Cream & Onion
are the best selling flavours.

The chips are sold in packets of Rs. 5, Rs. 10 (My Pack), Rs. 20 (My Buddy Pack), Rs. 35 (Share
Pack) and Rs. 65 (Party Pack). Lays has established itself with its innovative promotions and
campaigns. Their campaign “No one can eat just one” has been the biggest hit and since then the
campaigns have evolved over the years. They launched the campaign “Fight for your Flavor”
which allowed the consumers to vote for their favourite flavour, which would continue to sell in
India. Saif Ali Khan and M.S. Dhoni were the ambassadors for this campaign. Some of the other
successful campaigns were Lay’s Chip-n-Sauce pack, ‘Dillogical’ and the most reason one being
‘The Real Flavors of Life’. Ranbir Kapoor is the brand ambassador of Lay’s and has been featured
in a host of TV commercials.

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The brand targets primarily the young consumers and associates itself with cricket
frequently.

Strengths
 Lays is the biggest and oldest player in the chips category, so much so that chips and Lay’s
have become synonymous for the consumers.
 The Lay’s products are widely available and have the highest visibility in the market.
 The brand has a global appeal to it and gives the impression of purchasing an ‘international
brand’.

Weaknesses
 The strategies employed by Lay’s are easily replicated by competitors, forcing Lay’s to
innovate continuously.
 Also Lay’s is considered as a slightly expensive product and is infamous among Indian
consumers for giving less quantity in packets.

UNCLE CHIPPS

It is owned by Frito-Lay, PepsiCo. The main ingredients of Uncle Chipps are potato, salt, and
spices. With a market share of 71% in 2000, it was one of the biggest brands in India. The current
market share is about 30%. Its main competitors are Lays, Sun chips and brands like Too Yumm.
Common flavours under Uncle Chips are tomato, plain salted, spicy treat, etc. Uncle Chipps
follows values based pricing. Its smaller SKU is priced at ₹10 and its bigger pack is priced at ₹20.

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Uncle Chipps targets a wider market and its target is the whole country. Uncle Chipps has
launched advertising campaigns to promote itself in the western and southern part of India where
it is not as famous. Uncle Chipps’ has come up with jingles like ‘Bole mere lips I love Uncle
Chipps’ to build a brand ritual in the minds of the customers.

Strengths
● Indian brand- understands Indian consumers and their preferences better
● Taste caters to Indian palate (spicy, chatpata)
● The brand has a very warm, homely, Indian feel to it.
● Considered as value for money
● The nostalgic value associated with the product
● Super active marketing strategy- campaigns launched on every festival, event (world cup)

Weaknesses
● Less number of variants- only 3 as of now (spicy treat, classic salted, chatpata)
● Has a mid-tier appeal
● Lack of innovation
● Limited marketing- no ad campaigns launched in a long time

KURKURE

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Kurkure is a home grown brand, owned by PepsiCo. The brand is inspired from
Indian snacks and offers a product made of corn puffs mixed with ingredients to spice it up.
Kurkure has established a strong position for itself in the market owing to its strong positioning as
a family snack and interesting campaigns revolving around the Indian family. ‘Tedha hai par mera
hai’ has been the brand’s defining campaign and Juhi Chawla as the brand ambassador has added
to the brand’s popularity. Kurkure is available in over 18 different flavours such as Masala Munch,
Chilli Chataka, Naughty Tomato, Green Chutney Style, Hyderabad Hungama, which includes
various regional flavours. The product is also available in other formats like Puffcorn, Triangles,
Solid Masti and Navratan Mix.

Strengths
 Kurkure provides an offering of snacks for the Indian palette focussing on local flavours.

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  Its positioning as a family tea snack differentiates it from its competitors and
makes it a favourite among a large chunk of consumers.
 The product is considered affordable, value for money and more quantity than competitors.
 The product has good visibility and accessibility.

Weaknesses
 The brand has been surrounded by controversy for a long time where it was alleged that
Kurkure contains Plastic due to a viral video showing Kurkure burning as plastic.
 The brand is also infamous for being unhealthy due to the high presence of carbohydrates,
oil, added preservatives and flavours.

BINGO

Bingo was launched by ITC in 2007. It has a wide variety of flavours - potato chips salted, potato
chips cream & onion, potato chips masala and potato chips tomato etc. It serves a wide variety of
audiences with its target market ranging from young to old population. Chips under it are priced
at ₹10 and ₹20.
In order to build its brand value, Bingo has come up with innovative promotion strategies. It
promoted four of its top brands under the tagline ‘Apna Asli Flavour, Bhoolna Never’. It created
another product in the niche market under Bingo original and promoted it using ‘Light and Tasty
Chips’ advertisement. One of the most successful products of Bingo was its Mad Angles segment
which created a brand identity of Bingo in the minds of the customers. To compete against
Kurkure, Bingo launched Tedhe Medhe to compete against Kurkure.

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Strengths
● Very diverse portfolio- 5 sub-brands (Bingo, Mad Angles, Tedhe Medhe, No Rulz, Starters
Pulse) each with 3-6 variants within- Total: 24 product offering
● Well defined brand image (fun, peppy, young) that targets the young customer segment
● Offer different types of snacks- (potato chips, baked healthy chips, triangular snack,
spindle-shaped snacks)
● A wide palette of flavours- a mix of global & Indian flavours
● Established company ITC as the parent company-wide distribution
● Ranveer Singh as the brand ambassador
● Unique marketing campaigns- humourous, witty, prominent

Weaknesses
● Less reach in the rural market
● Poor brand recall in comparison to the competition

HALDIRAM’S

Haldiram’s is a private company of Indian origin that is famous for its traditional and authenticated
Indian food items. Along with traditional snacks, Haldiram’s also offers chips across 6 variants-
Cream & Onion, Masala, Thai Chilli, Papri Chat, Pudina and Salted. The company targets Indian
consumers across different age groups and classes.

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Strengths
The brand has a strong presence in India and brand recognition across large parts of the country.
Haldiram’s has presence across different countries across countries like Thailand, Japan, New
Zealand, UAE, Australia, Canada, UK and Sri Lanka.

Weaknesses
Haldiram’s does not perform enough marketing activities and has a strong presence in the northern
part of the country only.

PARLE

Parle was introduced in 2017 by House of Parle. They have a wide variety of brands under them
like Hide & Seek, and Milano. Parle caters to a wide variety of audiences with its wide portfolio
of products. Its chips are priced at ₹10 to ₹20. Products under it are Parle’s wafers Classic Salted,
Parle’s Wafers Tangy Tomato, Parle’s Wafers Masala Masti, Parle’s Wafers Subtle Onion, Parle’s
Wafers Piri Piri, and Parle’s Wafers Aloo Chaat.

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Strengths
● Wide product portfolio- Parle Wafers, Full Toss (bridge), Mexitos (bridge),
Chapar Chapar (bridge).
● Total variants offered: 15 | Mexitos (4 flavours), Chapar Chapar (3 flavors), Parle Wafers
(6 flavors), Full Toss (2 flavors).
● A mix of Indian and global flavours.

Weaknesses
● Low market share.
● Low visibility.
● Lack of unique value proposition.

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OUR BRAND

HISTORY
Too Yumm brand by RP-Sanjiv Goenka group began its journey in the FMCG business in the year
2016. It was started with the purpose of creating genuine and desirable healthy snack for the
consumers. The company initially started with getting a know-how of the packaged snack segment.
The market suffered from a lot of unhealthy & fried snacks as per the extensive market research
by RP-Sanjiv Goenka. The company decided to create a genuine offering through Too Yumm to
bridge this gap. The company ventured into FMCG business with two intents, firstly to offer
healthier packaged snack and secondly, a guilt-free snack that was easy to eat anywhere & anytime.
In January 2017, RP-Sanjiv Goenka created the Guiltfree Industries Limited (GIL). GIL in April
2017 introduced its first brand “Too Yumm” in the snack food space. The product turned out to be
a blend of healthy & tasty experience in a packaged snack. The company grew to an annual sales
of 200 crore in just the first year of its inception. Too Yumm is growing over 15-20% MoM, and
is set to become a 600 crore brand this year. By roping in Virat Kohli as its brand ambassador in
December 2017, Too Yumm has reinforced its brand as a true guilt-free snack. Apricot Foods was
later acquired by Too Yumm with its 200 crore revenue worth brand, ‘eVita’. Currently RP-Sanjiv
Goenka clocks an annual revenue of 23,000 crore + & carries assets worth 41,000 crore.

WHAT IS UNIQUE ABOUT TOO YUMM

● Diverse & unique product portfolio- across chips (multigrain chips), bridges (Karare) and
extruded (quinoa puffs, fox nuts, veggie sticks)

● Healthy, low-calorie product- baked, made of dal, high on protein instead of carbs & fat
● Targeted towards young, new-age health-conscious consumers- growing market
● Each sub-brand has 5 flavour variants; Total 25 product offerings

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 F9: Number of Variants Offered
30

25

20

15

10

0
Uncle Chipps Lays Parle Bingo Too Yumm
No. of Variants Offered 2 8 15 24 25

● Flavours for Indian palate- innovative, unique flavors.

● Virat Kohli as brand ambassador- super influential & mass appeal.

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SALES/REVENUE

● Turnover: Rs. 300 crore

● Expect to increase to Rs. 600 crore in a year; Rs. 10,000 crore by 2025

TARGET GROUP & POSITIONING

● Health focussed, young, modern, energetic consumers

● Aimed at ‘guiltless’ bingeing needs for young, health conscious youth
● Reinforce proposition of healthy snacking,

MARKETING INITIATIVES SO FAR

● Good sales in big cities and through e-commerce

● Selling well on e-commerce platforms as consumers are more aware & concerned
● Successfully cracked the balance of health and taste & carved a niche
● Focus on western snacking portfolio- 2% market share in this segment
● Launched Rs. 5 pack in Karare format (to drive penetration)
● Began catering to Wholesale- experiencing great demand
● Not focusing on rural markets- E-vita brand of snacks targeting rural segment

25
 ● Launched globally across Singapore, Nepal, Dubai & Oman (expanding further through
export)
● Priced at 40% premium to other brands

CHALLENGES

● Nascent brand- in the process of building its market share.

● Targeted towards urban population only.
● Targeted SEC A & B, need to target C & D segment cities
● Drive adoption down pop-strata & upcountry markets
● Plan to reach 1 million outlets through direct & indirect distribution by 2020

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METRICS THAT AFFECT THE MARKET SHARE OF A BRAND

Chips market in India stood at approximately Rs 136 billion in 2017 with a growth rate of 18.7%.
The market has been captured by both organized players and unorganized market. Small
unorganized market players are unlikely to survive for long, owing to quality control norms.

Factors responsible for the growth of a brand in this industry are:

● Intensive marketing campaign.
● Intensive distribution strategy.
● SKUs available
● Brand’s understanding of regional taste (exclusive targeting)- acculturation.
● Brand’s willingness to introduce flavors to capture the untapped market.
● Brand’s ability to innovate in areas like texture, crispiness.
● Quality control (People who are health conscious want assurance regarding what they put
in their body).
● Geographical consideration (higher altitude equals low atmospheric pressure, so chips
packets should have less air to avoid packets explosion - Haldiram’s strategy).
● Margin offered to retailers/distributors. Unorganized market players are currently
thriving because of the margin they offer to the sellers). Packaging for Pringles costs
around INR 10 per unit; this doesn’t leave much room for a marginal benefit, especially
for a market like India which is very cost-sensitive.
● Differentiated value propositions- Pringles’ market share has doubled over the past two
years despite it being a costly brand because of its marketing initiatives which cater to
consumers who want a differentiated value proposition against the money they are paying.
To such consumers, it’s the value they get is more important as compared to the price they
pay.
● Customer’s preference- (Haldiram has had an edge over other brands because of
consumer’s preference for packaged Namkeen over western snacks.) Indians consider
Haldiram’s products as a healthier alternative.
● Consumption patterns (demand for convenience foods; readily available food).
● Affordability.

27
RETAILER SURVEY
FIELD RESEARCH SUMMARY
Store 1
Location: Kamla Nagar A block
Revenue: 3000-4000
Orientation: Grocery heavy + snacks
Consumer Profile: Low-middle income |
College students | families | Labour | Working
class in the nearby market
Brands Available: Too Yumm | Lays | Fun
Flips | Doritos | Puffcorn | Kurkure | Crax
Display Method: Basket & Stand
Top-Selling Brands: Lays (masala, cream &
onion) | Haldirams (Plain salted, masala
flavour)
Overview:
● Displayed at the store-front
● Other snacks: puffed rice snacks |
banana chips | biscuits, etc.
● Major Stock: Too Yumm
● Distribution: Weekly
● Too Yumm being sold for 1.5 yrs.
● Different Too Yumm varieties offered.
● Too Yumm distribution: Monthly
● Doritos recently launched the Rs. 10
packet; used to sell bigger packet Rs.
35-50.
● Lays Max also launched Rs.10 packet
recently
● Youngsters like variety
● Best selling in Too Yumm: 1. The
Chilli chataka, 2. Sourcream & onion,
Cheese & herbs)
Store 3
28
Store 2
Location: Kamla Nagar A block
Revenue: 1000-1500
Orientation: Dairy with snacks + basic
groceries + recharge
Consumer Profile: Families | children |college
students
Brands Available: Too Yumm | Lays | Fun
Flips | Doritos | Puffcorn | Kurkure | Crax
Display Method: Basket & Stand
Top-Selling Brands: Lays (masala, cream &
onion) | Haldirams (Plain salted, masala
flavour)
Overview:
● Chips displayed at the store front
● Mode of display: Net basket, hangers
● Bestsellers: 1. Lays (masala, salted,
cheese & onion), 2. Haldiram
● Too Yumm sells well
● Keeps variety based on what sells most
● Overall Rs. 3-4,000 sale from chips.
Earn Rs. 300-400 from it.
● Keeps banana chips- for something
different for customers (his own
choice)
● Has stopped keeping Haldirams due to
lack of distribution. Distributor has
stopped coming.
● Most distributors visit once in a week
or month.
● Space is a constraint, so keeps only
those that sell
● Rs. 10 packets sell the most, then Rs.5
packets (purchased by kids- to eat
lesser quantity each time).
Store 4
Location: Kamla Nagar A block Location: Kamla Nagar A block
Revenue: 3000-4000 Revenue: 2000-3000
Orientation: Snacks heavy + recharge store Orientation: Grocery heavy
(adda point) Consumer Profile: Families
Consumer Profile: College students, men Brands Available: Lays
employed in nearby stores, labourers, children Display Method: Display stand
Brands Available: Lays, Uncle Chipps, Top-Selling Brands: 1. Lays (masala, salted),
Picnic, Fun flips, Crax, Too Yumm, Pooja, 2. Uncle Chipps, 3. Crax, 4. Bingo (mad
Display Method: Hanger, Basket, Stand angles, tedha medha)
Top-Selling Brands: Lays (masala, cream &
onion, plain) | Uncle Chipps Overview:
Overview: ● Best Selling: 1. Lays (masala, salted),
2. Uncle Chipps, 3. Crax, 4. Bingo
● Bestselling: 1. Lays (masala, cream & (mad angles, tedha medha)
onion, plain), 2. Uncle Chipps ● Rs. 10-20 sells most, doesn’t sell Rs.5
● Lays Chilli lemon isn’t doing that well packets
● Too Yumm sells well- Rs. 10 packet ● Stock comes once in a week
● Rs.10 & Rs. 5 sell the most, Rs.20 sells ● No Too Yumm
less ● Rats nibble on chips packets kept
● Rs. 3000-4000 per month total sales outside
● All distributors come every week.
● Since space is small and the variety is a
lot, they keep limited options.
● The distributor from Too Yumm told
him to keep the 2 variants
● Veggie sticks- Chilli Chataka sells best
● He selects the varieties that are selling
well and based on the distributor’s
recommendation
● Used to sell Bingo (mad angles, tedhe
medhe) but discontinued due to supply
issues
● 10% margin across all brands
● The leftover stock is replaced by the
distributors; except for Lays but the
stock gets over.

Store 5 Store 6

Location: Kamla Nagar A block Location: Bungalow Road

Revenue: 2000-2500 Revenue: 22000-25,000

29
Orientation: Grocery heavy Orientation: Grocery heavy + snacks
Consumer Profile: Families Consumer Profile: Low-middle income |
Brands Available: Peppy, Crax, Fun flips, College students | families | Cricket fans
Too Yumm, Uncle Chipps, Puffcorns, Cheese Brands Available: Too Yumm | Lays | Bingo
balls | Pringles
Display Method: Window display, hanger Display Method: Basket & Stand
Top-Selling Brands: Lays ( masala, cream &Top-Selling Brands: Lays (masala, cream &
onion, salted) onion) | Too Yumm (Chilly Chatka, Sour
Cream & Onion)
Overview: Overview:
● Best Selling: Lays ( masala, cream & ● Too Yumm sells well
onion, salted) ● Too Yumm distributorship is fairly low
● Has been selling Too Yumm for the ● Stock comes once a month
past 4 months ● Less shelf space
● Sells around 200 packets of Lays and ● Big packs are sold the most
50 packets of Too Yumm every month
● Brands sold: Peppy, Crax, Fun flips,
Too Yumm, Uncle Chipps, Puffcorns,
Cheese balls

Store 7 Store 8

Location: Bungalow Road Location: Bungalow Road

Revenue: 2000-3000
Orientation: Snacks + Beverages
Consumer Profile: Low-middle income |
College students
Brands Available: Lays | Bingo | Doritos |
Pringles | Kurkure
Display Method: Stand
Top-Selling Brands: Lays (masala, cream &
onion) | Bingo (mad angles, tedhe medhe)
Overview:
● Mode of display: Net basket, hangers
● No Too Yumm
● Different commission on different
brands
● Local brands with higher commission
than premium brands
● Youngster looking for a taste
Revenue: 8000-10,000
Orientation: Grocery heavy + snacks
Consumer Profile: Low-middle income |
College students | families
Brands Available: Too Yumm | Lays | Fritos |
Doritos | Cornitos | Kurkure | Uncle Chips
Display Method: Basket & Stand
Top-Selling Brands: Lays (masala, cream &
onion) | Uncle Chips
Overview:
● Too Yumm has less sale
● Variety intensive + local brands
● Variety of tastes
● Distributor issues with Too Yumm
● Most distributors visit once in a week
or month.

30

Store 9
Location: Bungalow Road
Revenue: 3000=5,000
Orientation: Grocery heavy + snacks
Consumer Profile: Low-middle income |
Families
Brands Available: Too Yumm | Lays | Fritos |
Doritos | Kurkure
Display Method: Basket & Stand
Top-Selling Brands: Lays (masala, cream &
onion)
Overview:
● Too Yumm offers a 20% discount
● Less variety of brands
● Too Yumm distribution: Monthly
● Less space
● Stopped selling bingo (Distributor
issue)
Store 11
Location: 14-B, Jawahar Nagar
Revenue: 6000-8000
Orientation: Grocery heavy + snacks
Consumer Profile: Middle income | College
students | Families | Working class
Brands Available: Uncle Chipps | Lays |
Haldirams | Pringles | Puffcorn | Kurkure
Display Method: Big & Small Display Racks
Top-Selling Brands: Lays | Haldirams
Overview:
31
● Space is a constraint, so keeps only
those that sell
● 50% commission under local brands.
Store 10
Location: Malkaganj
Revenue: 9000-10,000
Orientation: Stationery heavy + snacks
Consumer Profile: Low-middle income |
College students | Kids
Brands Available: Too Yumm | Lays |
Cheetos | Doritos | Haldirams | Kurkure
Display Method: Basket
Top-Selling Brands: Lays (masala, cream &
onion) | Haldirams (Plain salted, masala
flavour)
Overview:
● Too Yumm sells well
● Bigger brands offer less compensation
and smaller brands offer compensation
from 30 to 50%
● Lays are more preferable among youth
& uncle chips are preferred by families.
● Distributor issues with bingo & Too
Yumm
Store 12
Location: Block A, Roop Nagar
Revenue: 4000-5000
Orientation: Grocery heavy
Consumer Profile: Families | Children |
Students
Brands Available: Lays | Kurkure | Super
Banana | Bingo (Out of Stock)
Display Method: Cartons kept at the entrance
Top-Selling Brands: Lays | Kurkure
Overview:
 ● Chips section towards the latter end of
the store
● PG area; students are the biggest
consumers
● Stocked Bingo and Too Yumm until a
year back; suffered a huge dead
inventory due to absent demand;
discontinued the two brands
● Stock replenished on a weekly basis
● Poor response from Too Yumm
distributors after the dead inventory
incident; no communication or
assurance received
● Received complaints from customers
who misinterpreted the unusual taste of
certain Too Yumm variants as ‘stale’
products; E.g. Sour Cream & Onion
Store 13
Location: Block A, Roop Nagar
Revenue: 5000-6000
Orientation: Grocery heavy
Consumer Profile: Families | Labour |
Children
Brands Available: Lays | Kurkure | Bingo |
Super Banana
Display Method: Rack outside the shop
Top-Selling Brands: Lays
Overview:
● Never tried Haldirams, Too Yumm or
other brands
● Stock replenished every 10-15 days
● Adults and children are main buyers
32
● Never kept Too Yumm, Haldirams etc.
● Not willing to experiment
● Medium age group comprises the major
share of buyers
● Stock replenished on a weekly basis
Store 14
Location: Block 6, Roop Nagar
Revenue: 20000-25000
Orientation: Grocery heavy + snacks heavy
Consumer Profile: College students | Families
| Young Adults | Working class
Brands Available: Too Yumm | Lays | Opera
Cottage Style | Doritos | Puffcorn | Kurkure |
Haldirams | Mambo | Mohan’s | Bingo | Tex
Mex Salsalito | Diet Foods | Garden Banana
Chips
Display Method: Full display section
Top-Selling Brands: Lays (magic masala,
cream & onion) | Bingo
Overview:
● 20 years old store
● Too Yumm available in only 4 variants
across 3 categories- Chilly Chataka
(Veggie Stix), Munchy Masala
(Karare), Garlic Peri Peri (Karare),
Chinese Hot & Sour (Multigrain
Chips)
 ● Too Yumm liked and bought by the
younger lot
● Too Yumm stocked in small order
amounts; E.g. 12 pieces at a time
● Stock replenished on a weekly basis

Store 15 Store 16

Location: 27, Alipur Road Civil Lines Location: Malka Ganj

Revenue: 12000-15000
Orientation: Grocery heavy + snacks heavy
Consumer Profile: Students | Families |
Children | Young Adults
Brands Available: Too Yumm | Lays | Doritos
| Puffcorn | Kurkure | Uncle Chipps | Haldirams
| Cheetos | Tex Mex Salsalito | Wingreen Farms
Display Method: Full display section
Top-Selling Brands: Lays | Doritos | Too
Yumm
Overview:
● Too Yumm and Doritos second highest
selling after Lays.
● Too Yumm available in more than 10
variants across all the 4 categories
● Students are the biggest consumers
● Too Yumm liked and bought by older
lot (including owner) too as they are
lighter
● Stock replenished on a weekly basis
Revenue: 700-1200
Orientation: Grocery heavy
Consumer Profile: Low-middle income |
College students | Families | Labour
Brands Available: Lays | Fun Flips | Puffcorn
| Kurkure
Display Method: Hung from ceiling
Top-Selling Brands: Lays (masala, cream &
onion)
Overview:
● Nondescript location
● Small shop
● Major dealings in groceries
● Small SKUs (₹5 was common)
● Major brands weren't in frequent
number
● Unknown brands more common
● Chips were kept in boxes and mostly
hung from ceiling support

Store 17 Store 18

Location: Malka Ganj Location: Malka Ganj

Revenue: 800-1500 Revenue: 1500-2500
Orientation: Grocery heavy + snacks Orientation: Grocery heavy + snacks
Consumer Profile: Low-middle income | Consumer Profile: Low-middle income |
College students | Families | Labour College students | Families | Labour | Working
Brands Available: Lays || Kurkure class
Display Method: Hung from ceiling Brands Available: Too Yumm | Lays | Fun
Flips || Kurkure

33
Top-Selling Brands: Lays (masala, cream &
onion)
Overview:
● SKUs of ₹5 and ₹10 were available
● Grocery heavy shop with a fair
presence of snacks
● Average sized shop
● Unknown brands were major
● Known brands were kept in limited
number
● Racks were uncommon and chips were
mostly hung from ceiling
Store 19
Location: Malka Ganj
Revenue: 2500-3500
Orientation: Snack heavy
Consumer Profile: College students | Families
| Working class | Children
Brands Available: Too Yumm | Lays | Flips |
Doritos | Puffcorn | Kurkure
Display Method: Basket & Stand & Ceiling
Top-Selling Brands: Lays (masala, cream &
onion) | Haldirams (Plain salted, masala flavor)
Overview:
● The shop had mostly major brands but
minor were existent in substantial
quantity as well
● Chips were on stands but mostly hung
from the ceiling
● SKUs of ₹5, ₹10 were common with
₹20 SKUs present in substantially fair
number
● Shop was in a better looking and neat
state and was present in a posh locality
34
Display Method: Hung from ceiling and in
boxes
Top-Selling Brands: Lays (masala, cream &
onion)
Review:
● SKUs of ₹5, ₹10 were common with
little presence of ₹20 SKUs of sought
after brands
● Shops were in above average locality
and were cleaner than average shops in
the locality
● Known and unknown brands had fair
representation
Store 20
Location: Malka Ganj
Revenue: 4500-5500
Orientation: Snack heavy
Consumer Profile: College students | Families
| Children | Young Adults
Brands Available: Too Yumm | Lays | Fun
Flips | Doritos | Puffcorn | Kurkure | Crax
Display Method: Stands
Top-Selling Brands: Lays (masala, cream &
onion) | Haldirams (Plain salted, masala flavor)
Overview:
● The shop had all the major brands
● Small market players did not have
much presence
● Shop was neat and chips were arranged
properly on stands
● The shop was is a neat locality
● SKUs of ₹5, ₹10, ₹20 available in
frequent number
● This shop was located in a neater and
cleaner area and did not have presence
 of smaller shops of similar nature
around it.

SOLUTION TO INDIVIDUAL PAIN POINTS

Sr. Retailer’s Pain Points Solution

No.

1. Small retailers have limited space for The focus in small shops should be towards
product display, and the several varieties stocking only the maximum revenue grossing
of Too Yumm make it difficult to choose. variants of Too Yumm.

2. Some small retailers mentioned the chips Increase awareness among retailers about the
as ‘fried’ instead of ‘baked’- Lack of product features (flavors, variety,
product awareness ingredients, baked snacks)

3. Difficulty to sell due to less demand; Low Increase product awareness among
recognition for the brand & product consumers For eg.: BTL activities such as in-
among consumers store displays, on-the-spot demonstration,
display boards

4. Lack of communication from distri- - Enabling the sales representatives to

butors communicate the offers and promotions to
the retailers.

5. Customers complained of ‘stale’ product Improve the packing, ensuring regular

or weird taste damage pick up.

6. Small retailers want to play safe- don’t Incentivize them using appropriate trade
want to experiment with a new product promotion techniques in order to convince
them to sign up for our products.

7. Small retailers complained of rats eating A redesign of the display method for small
the stock displayed outside on display retailers or providing a storage solution.
rack

OUTLET PROFILING

35
 Premium Mid-sized Small

Store Maximum revenue stores Medium revenue stores Minimum revenue

Revenue stores

Location Colleges | Coaching Schools | Residential areas Residential areas

Centre | (middle to upper class) | Local (low to middle
Gyms | Offices | Adda market | Offices class)
Points | Tourists Places |
Bus Stops |
Metros | Sports Complex

Orientation Snack Heavy Shops Grocery store with a Grocery heavy

substantial presence of snacks shops

Customer Teenagers, Young adults Kids, Young adults Families, Children,

Base Adults

Outlet type Inputted Inputted Non inputted

36
CONSUMER SURVEY

OBJECTIVES

1. Understand the preferred chips brand(s) for consumers

2. Study consumers’perception of healthy snacks
3. Analyse level of awareness and opinion of Too Yumm among consumers

CONSUMER BEHAVIOUR SURVEY ON CHIPS

Consumers’ Responses Preliminary Insights

Top three chip brands:

Lays | 58%
Kurkure | 13.4%
Uncle Chips | 11.3%

Too Yumm is an incumbent

player with 14/238
customers opting for it.

Flavour is the sole dominant

factor determining choice
with 72.7% of 238 people
preferring flavour.

37
 Top two package pricings:
Rs 10 | 54.6%
Rs 20 | 35.3%

Local Departmental Stores

have considerable customer
share buying chips at 32.4%
next to Kirana stores with
52.1%.

25.2% of customers agree

that their chips packet is
healthy.

38
 The potential customers that
are likely to try a healthier
alternative are 73.1%.

The brand awareness stands

at nearly 45% which
indicates that more than half
of the customers have never
tasted Too Yumm.

23.4% of 107 customers

who have tasted the brand
are brand loyalists for Too
Yumm

39
 Kirana Stores & Local
Department Stories
comprised nearly 77.6% of
the market suggesting brand
visibility in the small & mid-
size shop is greater.

74.2% of the customers have

either not heard of too
Yumm or never seen the
product suggesting lack of
distribution & availability
thus leading to less brand
visibility.

40
FINAL RECOMMENDATIONS

OUTLET PROFILE 1:

For stores that are snack heavy and cater to children, teenagers, college students & young adults
(‘adda points’) , a good variety of product portfolio should be displayed, as young consumers are
more open to experiment and try new flavours.
In case of small retailers with space constraints, the best selling flavours can be sold, coupled with
a few new flavours for consumers willing to try new flavours.
With in-store merchandising and recommendations from the shopkeeper, Too Yumm products can
be pushed to the target group. Bundling Too Yum with cold drinks, tea or juices for the customers
and using Rs. 5 packet of Too Yumm in place of change can be some other ways of pushing the
product.

OUTLET PROFILE 2:

Grocery stores with substantial presence of chips mostly cater to families and children in
residential areas belonging to middle and upper middle class segment. Such stores can focus on
selling larger packets of Rs. 10 & 20 and can even sell bundles of assorted flavours for families to
purchase.
Maximum revenue generating variants should be identified and mapped to geographical areas for
selective distribution. Formats like Fox Nuts, Quinoa Puffs can be pushed strongly in these stores
as healthy snacks for families and can be displayed in the namkeen and makhana sections.
Bundling strategy can be used in such stores by pairing our product with complementing product
categories. For instance, pairing Too Yumm chips with juice tetra packs as quick healthy snack
meals for school going children and working family members, or pairing Too Yumm chips of large
quantities with beverage bottles for family gatherings.

OUTLET PROFILE 3:

The third type of stores that are grocery heavy and present in local markets and residential areas
of low to middle income groups, should be focussed with selectively distributing maximum
revenue generating flavours and formats.
The products should be sold in Rs. 5 packets to lure price sensitive consumers. Also by identifying
competitors’ variants that generate maximum revenue in these stores, we can position similar
flavours and formats from our portfolio as alternatives. In-store merchandising, focussing on Virat
Kohli could facilitate brand recognition.

GENERAL RECOMMENDATIONS:

41
The retailers’ market research saw most of the shopkeepers express their displeasure
over erratic, irregular communication from the side of the distributors of Too
Yumm. This suggests that the company should focus on streamlining its distribution networks and
adopt a more aggressive distribution stance, in order to better leverage retailers’ inte-rest and
maximise visibility. This recommendation is reinforced by the consumer survey, where 48.1%
consumers have not heard of the brand and 25.5% consumers have heard of the brand but not come
across it.

Another pain point that surfaced was the small general trade stores find it difficult to store the wide
range of varieties offered by Too Yumm. This is not the case with large modern trade stores that
have sufficient space to display most of the offerings. Further, the practice of supplying novel
flavours for the first time in a number of stores has backfired, with first-time buyers finding the
taste odd, and even mistaking it for a stale product. Hence our recommendation would be to
undertake selective distribution for the 25 flavours & formats based on store particulars, area
demographics & target audience. For instance, in areas with a low to middle-income intensive
population, conventional flavours acting as closest substitutes to those of competitors can be
pushed initially. Variants like Karare Munchy Masala, Chivda Chatpata chips, Chilly Chataka
Veggie Stix can be safe options to begin with.

Alternatively, locations and stores exhibiting moderate acceptance for Too Yumm can be
monitored to find out the maximum revenue generating variants. Additionally, in low-response
areas and stores, the maximum revenue generating variants of competitors’ products can be
identified. This data can be leveraged to push more of those flavours and variants which sell the
most, or draw similarities with competitors’ offerings respectively. For instance, Too Yumm’s
Karare can be positioned as a competition to Kurkure and Too Yumm’s Sour Cream & Onion can
be positioned as an alternate choice to Lay’s Cream & Onion.

A key growth driver for Too Yumm’s novel offerings, primarily with respect to large stores can
be to remove offerings under Foxnuts and Quinoa Puffs from the chips display section, and transfer
it to the snacks display section. Foxnuts (Makhana), for example, are a popular Indian snack which
is widely perceived as a light, healthy eatable. Therefore, the store section displaying Foxnuts
offerings can be the ideal place to stack Too Yumm’s Foxnuts variants. This will not only attract
normal customers looking for a lightweight snack but also grocery shoppers who usually purchase
Foxnuts as a regular household commodity, who may be willing to try a new brand. Similarly, the
Quinoa Puffs’ varieties can be transferred to the section which displays traditional Indian packaged
snacks such as Namkeen, Bhujia, Crackers, etc.

It is also evident that there is a lack of awareness among retailers about the characteristics of Too
Yumm that differentiate it from the competition. There is lack of knowledge about Too Yumm’s
products being baked instead of fried. Some retailers were aware of Too Yumm’s products being

42
different but miscommunicated it as fried snacks. There is a clear information gap
between the retailers and distributors and efforts are required for better knowledge
transfer between the retailer and distributor.

As per the consumer survey, there is a lack of awareness about the brand among consumers, with
74.2% of the consumers have either not heard of Too Yumm or have never come across the
product suggesting lack of distribution & availability thus leading to less brand visibility. Efforts
need to be made through strategic marketing initiatives to increase brand recall among
consumers and increase visibility.

43
REFERENCES

 AC Nielsen Reports- Market Summary for Snacks 2018

 URLhttps://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-
new-model-for-consumer-goods
 Website TitleMcKinsey & Company
 Article TitleThe new model for consumer goods

 URLhttps://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-
insights/beating-the-odds-in-market-entry
 Website TitleMcKinsey & Company
 Article TitleBeating the odds in market entry

 URLhttps://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-
consumer-sector-in-2030-trends-and-questions-to-consider
 Website TitleMcKinsey & Company
 Article TitleThe consumer sector in 2030: Trends and questions to consider

 URLhttps://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-
insights/a-revolution-in-interaction
 Website TitleMcKinsey & Company
 Article TitleA revolution in interaction

 URLhttps://bestmediainfo.com/2019/03/rpsg-fmcg-targets-rs-10-000-crore-turnover-by-
2025-expects-too-yumm-to-be-a-rs-600-crore-brand-next-year/
 Website Titlewww.bestmediaifo.com
 Article TitleRPSG-FMCG targets Rs 10,000 crore turnover by 2025, expects Too Yumm! to
be a Rs 600-crore brand next year

44
 URLhttps://bestmediainfo.com/2018/05/too-yumm-launches-ipl-s-longest-
ad-with-its-latest-addition-multigrain-chips/
 Website Titlewww.bestmediaifo.com
 Article TitleToo Yumm! launches IPL's longest ad with its latest addition 'Multigrain Chips'

 URLhttps://economictimes.indiatimes.com/industry/cons-products/fmcg/rp-sanjiv-
goenka-group-wants-a-bigger-bite-off-indias-snacks-
business/articleshow/65639555.cms?from=mdr
 Website TitleThe Economic Times
 Article TitleRP-Sanjiv Goenka Group wants a bigger bite off India's snacks business
 Date PublishedSeptember 02, 2018

 URLhttps://timesofindia.indiatimes.com/business/india-business/rs-5-packs-a-punch-in-
fast-moving-snacks/articleshow/68840747.cms
 Website TitleThe Times of India
 Article TitleRs 5 packs a punch in fast-moving snacks - Times of India
 Date PublishedApril 12, 2019

 URLhttps://www.tooyumm.com/about-us.php
 Website TitleToo Yumm
 Article TitleAbout Us

 URLhttps://www.marketing91.com/marketing-strategy-of-lays/
 Website TitleMarketing91
 Article TitleMarketing Strategy of Lays - Lays Marketing Strategy
 Date PublishedMay 29, 2019

 URLhttps://www.sathguru.com/news/2019/03/15/competing-in-indias-complex-potato-
chips-market/
 Website TitleSathguru News
 Article TitleCompeting in India's complex potato chips market
 Date PublishedMarch 15, 2019

45
 URL http://www.yellowdiamond.in/wp-
content/uploads/2019/02/Corporate-Presentation-Q3-9M-FY19-1.pdf
 Article Title PRATAAP SNACKS LIMITED - yellowdiamond.in

 URLhttps://www.statista.com/outlook/40110200/119/potato-chips/india
 Website TitleStatista
 Article TitlePotato Chips - India: Statista Market Forecast

 URLhttps://www.financialexpress.com/industry/how-desi-chips-brands-nibbling-away-
at-marketshares-of-swanky-mncs/670042/
 Website TitleThe Financial Express
 Article TitleHow desi chips brands nibbling away at marketshares of swanky MNCs
 Date PublishedMay 17, 2017

 URLhttps://www.forbes.com/sites/krnkashyap/2017/08/25/chipping-away-pepsi-is-
losing-its-hold-on-indias-2b-salty-snack-market-to-regional-brands/#7669035c673b
 Website TitleForbes
 Article TitleChipping Away: Pepsi Is Losing Its Hold On India's $2B Salty Snack Market To
Regional Brands
 Date PublishedDecember 24, 2017

46
APPENDIX

QUESTIONNAIRE

47
 -

48
 STORE PICTURES

STORE 1 STORE 2 STORE 3 STORE 4

STORE 5 STORE 6 STORE 7 STORE 8

STORE 9 STORE 10 STORE 15 STORE 16

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STORE 17 STORE 18 STORE 19 STORE 20

50