Description
Highlighting about the changing dynamics of the snack segment of the FMCG industry with a focus on standing of brand HIPPO in the market
FIGHT HUNGER, FIGHT EVIL
SURVEY OBJECTIVE
To understand the changing dynamics of the snack segment of the FMCG industry with a focus on standing of brand HIPPO in the market
ABOUT THE SURVEY
• • • • A questionnaire was created with 16 close ended questions keeping in mind the above stated objective A non probability sampling technique (convenience sampling) is used A sample size of 210 is taken for the survey As the segment under study is the snack segment, 85% of the entire respondents belong to the age group of 2025 years of age with about 12% belonging to the 25-35 years age group Secondary data on the industry is collected through Internet, magazines & newspapers
•
INDIAN SNACK INDUSTRY
? Indian Snack food market is estimated to be worth US $3 billion • Organized sector accounting for almost 50% of the market is growing at 15 -20 per cent a year • Unorganized sector is growing at 7-8 per cent • Is diverged with 1000 different varieties • Potato-based snacks, and in particular potato chips, are the largest product segment, holding an 85% share of the salty snack market
MAJOR PLAYERS
• LAYS :“ No one can eat just One…!” • Potato chips – a convenient snack • 60% market share – major competitor • BINGO : “ No confusion, great combination “ • Potato chips – varied tastes • 12% market share – Indian company • HALDIRAMS • Home snacks and sweets • HIPPO : “ Fight Hunger, Fight Evil “ • Baked potato munchies
AGE V/S FLAVOUR
70.00% 61.29% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 1.38%0.92% 0.00% 8.76% 3.23% 0.46% 0.46% Prefer Brand over Flavour 23.50% Prefer Flavour over Brand
15-20
20-25
25-35
35 and above
ARE YOU HEALTH CONSCIOUS?
Indians are now becoming more health conscious than ever
No 49% 51% Yes
GENDER-WISE
100% 90% 80% 70% 60% 50% NOT HEALTH CONSCIOUS HEALTH CONSCIOUS
40%
30% 20% 10% 0% MALE FEMALE
AGE-WISE
100% 90% 80% 70% 60% 50% 40% 30% NOT HEALTH CONSCIOUS HEALTH CONSCIOUS
20%
10% 0% 15-20 20-25 25-35
HOW HEALTH CONSCIOUSNESS IS AFFECTING PURCHASE PATTERNS
25.00% 20.74% 20.00% 14.75% 15.00% No Y… 18.43% 15.21% 19.82%
10.00%
7.37% 2.76% 0.92%
5.00%
0.00% 3-5 times a week Daily Less than 2 times a week Less than thrice a month
BAKED FOODS
• To cater to this segment of people all companies have entered the baked food market • This segment has suddenly become the battleground for the big foods companies • Frito Lays – Aliva Crackers • Parle products – Monaco Smart Chips • Parle Agro - Hippo
• Hippo is Parle Agro's challenge to the monopoly of Frito Lays launched in june 2009 • DELICIOUS BAKED MUNCHIES – neither chips nor biscuit • Healthy snack • Two variants : flat and round-rounds • Packs of 5, 10 and 20
AIDA MODEL
• • • • A I D A – ATTENTION – INTEREST – DESIRE – ACTION
ATTENTION
• Commercials • Packaging
180
160
140 120 100 80 60 40 20 0
AWARENESS OF BRAND “HIPPO”
84%
16%
No Yes
AWARENESS MEDIUM
43% 57%
Television Ads
others
INTEREST
• After marketing
• Digital site • Crowdsourcing
DESIRE AND ACTION
If you ask for some other brand and Hippo is given, would you mind buying it?
No 48% 52% Yes
•
Even though brand awareness is good, sales are minimal
WHAT WENT WRONG?
• No mention of “healthy snack” • From survey results • No preference • Lack of desire to generate action to buy HIPPO
RECOMMENDATIONS
?Promotions • Seasonal • Combo packs • Tie up sales with Frooti • Title sponsors for programs targeting youth
RECOMMENDATIONS
?Point of purchase
• So, make Hippo available not only in general stores but also in all college canteens and bus stands, railway stations
RECOMMENDATIONS
?Advertising
• Increase budget allocation towards TV advertisement to reach all segments • Promote “Healthiness” of the munchies • Focus on taste and variety of flavours • Theme for advertisement – varying with flavour • Send in your Hippo recipe contest
THANK YOU
doc_860231454.pptx
Highlighting about the changing dynamics of the snack segment of the FMCG industry with a focus on standing of brand HIPPO in the market
FIGHT HUNGER, FIGHT EVIL
SURVEY OBJECTIVE
To understand the changing dynamics of the snack segment of the FMCG industry with a focus on standing of brand HIPPO in the market
ABOUT THE SURVEY
• • • • A questionnaire was created with 16 close ended questions keeping in mind the above stated objective A non probability sampling technique (convenience sampling) is used A sample size of 210 is taken for the survey As the segment under study is the snack segment, 85% of the entire respondents belong to the age group of 2025 years of age with about 12% belonging to the 25-35 years age group Secondary data on the industry is collected through Internet, magazines & newspapers
•
INDIAN SNACK INDUSTRY
? Indian Snack food market is estimated to be worth US $3 billion • Organized sector accounting for almost 50% of the market is growing at 15 -20 per cent a year • Unorganized sector is growing at 7-8 per cent • Is diverged with 1000 different varieties • Potato-based snacks, and in particular potato chips, are the largest product segment, holding an 85% share of the salty snack market
MAJOR PLAYERS
• LAYS :“ No one can eat just One…!” • Potato chips – a convenient snack • 60% market share – major competitor • BINGO : “ No confusion, great combination “ • Potato chips – varied tastes • 12% market share – Indian company • HALDIRAMS • Home snacks and sweets • HIPPO : “ Fight Hunger, Fight Evil “ • Baked potato munchies
AGE V/S FLAVOUR
70.00% 61.29% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 1.38%0.92% 0.00% 8.76% 3.23% 0.46% 0.46% Prefer Brand over Flavour 23.50% Prefer Flavour over Brand
15-20
20-25
25-35
35 and above
ARE YOU HEALTH CONSCIOUS?
Indians are now becoming more health conscious than ever
No 49% 51% Yes
GENDER-WISE
100% 90% 80% 70% 60% 50% NOT HEALTH CONSCIOUS HEALTH CONSCIOUS
40%
30% 20% 10% 0% MALE FEMALE
AGE-WISE
100% 90% 80% 70% 60% 50% 40% 30% NOT HEALTH CONSCIOUS HEALTH CONSCIOUS
20%
10% 0% 15-20 20-25 25-35
HOW HEALTH CONSCIOUSNESS IS AFFECTING PURCHASE PATTERNS
25.00% 20.74% 20.00% 14.75% 15.00% No Y… 18.43% 15.21% 19.82%
10.00%
7.37% 2.76% 0.92%
5.00%
0.00% 3-5 times a week Daily Less than 2 times a week Less than thrice a month
BAKED FOODS
• To cater to this segment of people all companies have entered the baked food market • This segment has suddenly become the battleground for the big foods companies • Frito Lays – Aliva Crackers • Parle products – Monaco Smart Chips • Parle Agro - Hippo
• Hippo is Parle Agro's challenge to the monopoly of Frito Lays launched in june 2009 • DELICIOUS BAKED MUNCHIES – neither chips nor biscuit • Healthy snack • Two variants : flat and round-rounds • Packs of 5, 10 and 20
AIDA MODEL
• • • • A I D A – ATTENTION – INTEREST – DESIRE – ACTION
ATTENTION
• Commercials • Packaging
180
160
140 120 100 80 60 40 20 0
AWARENESS OF BRAND “HIPPO”
84%
16%
No Yes
AWARENESS MEDIUM
43% 57%
Television Ads
others
INTEREST
• After marketing
• Digital site • Crowdsourcing
DESIRE AND ACTION
If you ask for some other brand and Hippo is given, would you mind buying it?
No 48% 52% Yes
•
Even though brand awareness is good, sales are minimal
WHAT WENT WRONG?
• No mention of “healthy snack” • From survey results • No preference • Lack of desire to generate action to buy HIPPO
RECOMMENDATIONS
?Promotions • Seasonal • Combo packs • Tie up sales with Frooti • Title sponsors for programs targeting youth
RECOMMENDATIONS
?Point of purchase
• So, make Hippo available not only in general stores but also in all college canteens and bus stands, railway stations
RECOMMENDATIONS
?Advertising
• Increase budget allocation towards TV advertisement to reach all segments • Promote “Healthiness” of the munchies • Focus on taste and variety of flavours • Theme for advertisement – varying with flavour • Send in your Hippo recipe contest
THANK YOU
doc_860231454.pptx