R s.

By: Ali Hadi

SNACKS CATEGORY
•Objectives

•Snacks Industry in Pakistan

•Rs.2 Market Sector Opportunities & Threats

•Taste & Flavor

•Cost & Price

•Category Name

•Packaging Features

•Product Shapes

•Promotional Support

•Time line & Targets

Snacks Industry in Pakistan

 Total Snacks Market

-- 4.5 bn

Organised

Un-organized -- 2.5 bn


 Total Snacks market is estimated

at Rs.7 Bn -2007
 OBJECTIVES:
•To cater Rs.2 market
Semi Urban & Rural Market.

•Maximum market & retail penetration

in the outskirt area of Metros.

•Maximum coverage by “B&C” class retails

“Paan-cabin” & “Mobile retail like hawkers”.

•Encounter unorganized snacks manufacturer.

•Provide good product @ Rs.2 by Kolson.

Organized & Unorganized Player

Organized:

•Fry-O 7gm SHAHI

•Mastee Fries 10gm BP
•Chico 7gm Kidco

Unorganized:

•Puffy 10gm Unknown

•Mazay Lo 16gm Ashraf Product
•Nony Pops 15gm Fun Food Product
•Cartoon Network 10gm Feroz Products
•Mazaydar Pops 15gm Salim Products
•Tempo 15gm MD foods

Etc.etc.etc………..
 Taste & Flavor
Taste: These snacks made from corn meal have the
spicy & crunchy taste of other flavors, but we have to
improve corn base snacks taste like, ketchupy/barbecuey
and Emli/Amchur taste which is more liked in rural &
semi-urban market among kids.

Some people probably won't like these, but if you can

handle an unusual taste, they're pretty good.

Suggested Flavor:

•Ketchup
•Pickle
•Emli
•Ammchur
 Cost & Price
Metallic Wrapper Cost: .30 Pisa
Ingredient Cost: .35 Pisa
--------------------------------------------
Total Cost/pack .65 Pisa

Per/Bag Cost: Rs.15.60

Number of Units: 10,00000 x 15.60

Total Manufacturing Cost: 15,600,000

 Category Name

FUN SNACKS
 Packaging Features

Previous Packaging

R5 R7

P6 Q8
 Packaging Features
New Metallic Packaging

R5 R7

P6 Q8
 Product Shapes

R5 R7

P6 Q8
 Promotional Support
•Small poster

•Cloth banner “Selected towns”

•Wall painting “visible location in rural areas”

•Shop Angles for Branding

•Shop Shutter Branding

•Decal for PAAN-CABIN, CAR, BUSES.

•Book Covers & Book Marks

•Copy Stickers “Name, Subject and Class”.

•School Canteens Branding

•Tattoos “Fun Thematic”

•Chang Chhee Branding in rural market.

•Shop Hanger for FUN SNACKS.

 Time line & Targets

Initial Sales Target:

10,00000 Bags

Each bag contain: 24 packs

TP: per bag Rs.42. 24

Value wise Targets: Rs.42.24 million

Time Line for launching: March 2008

 Rs.2 Sales Status
November 2007

7,000
6,000
5,000
4,000
3,000
2,000
1,000
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P6 R7 R5 Q8

Six Month Sales Avg %

23,659 3,943 9%
85,071 14,178 33%
109,682 18,280 43%
36,139 6,023 14%
254,551 42,425 100%
 Sales Targets (FUN SNACKS) 2008-09

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

P6 5,000 5,000 5,000 5,000 8,000 12,000 10,000 10,000 10,000 10,000 10,000 10,000
R7 16500 16500 16500 16500 26400 39600 33000 33000 33000 33000 33000 33000

R5 21,500 21,500 21,500 21,500 34,400 51,600 43,000 43,000 43,000 43,000 43,000 43,000

Q8 50,000 50,000 50,000 50,000 80,000 120,000 100,000 100,000 100,000 100,000 100,000 100,000

Product Availability Phase

(Completely penetrated countrywide) Keep moving on same track to maintain
June & July Passive month due to holidays. sales position with BTL activities.
Fully Promotional supporting
gimmicks for trades & consumers
 7% vs 100%

Required Budget for promotion & Brand Support:

Rs. 2.95 million