fmcg

MARKETING PRESENTATION

FMCG ( LAYS / KURKURE )

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The Frito-Lay logo, a red logo with a banner suggesting "celebration" and a sun denoting "universality." The logo, along with the company's long-held marketing image of the "irresistibility" of its chips, would underpin the company's global expansion.Lay's is the brand name for a number of potato chip varieties as well as the name of the company that founded the chip brand in 1938. Lay's chips are marketed as a division of Frito-Lay, a company owned by PepsiCo Inc. since 1965. Other brands in the Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos and Rold Gold pretzels.

Frito-Lay TodayToday, Frito-Lay has more than fifteen $100 million brands: LAY'S®, FRITOS®, CHEE.TOS®, BAKEN-ETS®, RUFFLES® DORITOS®, FUNYUNS®, TOSTITOS®, BAKED LAY'S®, WOW!®, SUNCHIPS®, MUNCHIES®, OBERTO®, ROLD GOLD®, GRANDMA'S® Cookies and Quaker Chewy Bars®, Quakes® and Fruit & Oatmeal Bars®.

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Indian snack food market has reached a value of Rs 1530 crore. It is one of the largest snack markets in the world. Potato chips are by far the largest product category within snacks, with 85% of the total market share & growing at 10%

• The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015.•The snack food industry is worth Rs 1530 Cr in value and over 4,00,000 tonnes in terms of volume. • According to an Apeda survey almost 1,000 snack items and 300 types of savouries are sold across India. The branded snacks are sold at least 25% higher than the unbranded products.• The industry has been growing around 10% for the last three years, while the branded segment is growing around 25% per annum. Major players are PepsiCo's Frito Lays and Haldiram's, the Delhi-based Bikanervala Foods ,Besides Balaji Wafers, competitors in the local potato chips market .•With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry

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Strengths: •Well-established distribution network extending to rural areas. •Strong brands in the FMCG sector. •Low cost operations

Weaknesses: •Low export levels. •Small scale sector reservations limit ability to invest in technology and achieve economies of scale. •Several "me-too’’ products.

Opportunities: •Large domestic market. •branded foods is growing at a healthy10%-15%.•Export potential •Increasing income levels will result in faster revenue growth.

Threats : •Imports •Tax and regulatory structure •Slowdown in rural demand

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SOCIAL•Changing lifestyles•Hugh advertising and awareness programs•Growing younger population• Rising income levels•Many MNC’s and strong local players

POLITICAL • Government’s high priority for development of food processing industry•Liberal reform measures and various tax benefitsPolicy Initiatives taken by the Government in the Food Processing Sectorwhich include :The National Policy aims to increase the level of food processing from 2 percent to 10 per cent by 2010 and 25 per cent by 2025

TECHNOLOGICAL Innovation and launching of new brandsThe companies have added new variants into their existing brands includingstylish packagingtrying to differentiate their brands to reflect their superior qualitythrough superior packaging.

LEGALHarmonization of multiple food laws is an urgent necessity.Prevention of Food Adulteration laws is not only stringentFood standards should not be overlapping, contradictory

ECONOMICALThere is multiplicity of taxes, local taxes and levies charged on differentCommoditiesIt will give employment to large population

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Advantages :

Market Leader having a market share of 70%.Distribution Channel spread across all over India Attractive Packaging and promotion campaigns.Variety – keeps on innovating on tasteQuality – maintains a high quality for delivering value for money. Always in search of new markets all over the world – irresistibility.

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Increase visibility at all public places Promote new ways to eat – Lays / KurkureDiversificationCapture the market of Baked Products – Biscuits …Promote its consumption with beverages – Hard and Soft , Hot and Cold

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