Uncle Chips- market analysis and suvey

Introduction

• The Indian food and beverage sector is huge and highly competitive in nature

• Snack is one of the major segments of the packaged food division, which comes under the broad category consumer foods

• The market has strong growth potential in the future years

• Keeping all these factors in mind, we are coming up with a new brand of chips and wafers to cater to the taste buds of snack loving people in India.

Market Research

How often people buy chips

Very OftenOften

RarelyNever

0

2

4

6

8

10

12

14

0%

65%

30%

5%

Flavors people prefer the most

Plain SaltedMasala Masti

Cream N Onion Lime N Chilly

Tangy Tomato

0

1

2

3

4

5

6

7

8

25%

20%

40%

10%

5%

Preferred forms of Uncle chips

Cheese BallsBanana Chips

Namkeen

0

2

4

6

8

10

12

14 65%

15% 20%

Baked or Fried

FriedBaked70%

30%

Place were people purchase chips

65%5%

30%

GrocerSuper MarketRailway Station/Bus Stop

Members in the family who consume chips

Children Parents Grand Parents All0

2

4

6

8

10

1255%

20%

0%

25%

Most important factor while buying chips

25%

60%

15%

CostTastePackagingQuantity

Market StructureMarket leader Frito lay with maximum share of more than 50%.

Market Challenger ITC’s Bingo posing threats to all the chips and wafer

making companies

Market Follower Balaji and local players such as yellow diamonds,

and other un-organised offerings.

Market Nicher Parle Monaco’s smart chips-Niche of more health

conscious.

Market Segmentation-Demographic

• Age – 3 to 50 years• Geographic – Pan India

Segmentation by Occasions

Special offers during festive seasons Combinations of 2 or more products

Festivals that we will target are: Diwali Ganesh chaturti Durga puja Navratri Christmas

Product Mix

PEPSICO INDIA

BEVERAGES

7UPMIRINDA

DEWDUKES

AQUAFINAGATORADENIMBOOZ

FOOD

ALIVACHEETOSKURKURE

LAYSQUAKER

OATS

UNCLE CHIPS

CHIPS

POTATO

CREAM N ONION

MASALA MASTI

TANGY TOMATO

LIME N CHILLY

PLAIN SALTED

BANANA

CHEESE BALLS

Product Line

Product Line Length

Product Depth

Variants

Uncle Chips

Chips

Potato Chips

Banana Chips

Cheese Balls

Plain Salted

Tangy Tomato

Masala Masti

Cream and Onion

Lime and Chilly

Size and weight of package :

Small

Medium

Large

Pringle Size

Weight in grams

20 gms

45 gms

75 gms

150 gms

Ingredients: Masala Masti

NUTRITIONAL INFORMATION (APPROX.):

Per 75g Per (20g)

Energy kcal 406 109

Protein g 4.90 1.33

Carbohydrate g 40.43 10.8

Sugars* g 2.85 0.73

Fat g 25.15 0.67

Sodium mg 675 180

Ingredients:

• Potato• Edible Vegetable Oil• Spices (Chilli Powder,

Tamarind Powder, Garam Masala, Fennel Powder, Cumin powder, Onion Powder, Ginger Powder)

• Milk Solids • Jaggery Salt• Sugar• Tartaric Acids• Lactic Acid

Price

Cost Analysis

Product Cost Advertisement

Cost

Sr.

No.

Size Quantity (in

grams)

Price (in

Rs.) for

FRIED

Price (in

Rs.) for

BAKED

Price (in

Rs.) for

Zip-Lock

1. Small size 20 05.00 7.00 -

2. Medium 45 10.00 12.00 15.00

3. Large 75 20.00 22.00 29.00

4. Pringle 150 120.00 122.00 -

Special family pack

Sr. No. Product Quantity Cost (inRs.)

1. 500 mL Pepsi Bottle 2 30 X 2= 60

2. Pringle Sized Pack 1 1 X 120 = 120

3. Medium sized pack of Chips (Fried) 5 5 X 10 = 50

4. Medium sized pack of Cheese Balls 2 2 X 10 = 20

Total 250

Product Cost breakdown(Fried chips)in Rs

Size Cost Margin C&F Distributor Retailer MRP

Small 2 1 0.4 0.6 1 5

Medium 4 2 0.7 1.3 2 10

Large 7.3 7 1.6 2.1 2.5 20

Pringle 24 39 9 19 29 122

Product Cost breakdown(Baked chips)in Rs

Size Cost Margin C&F Distributor Retailer MRP

Small 3.5 1.5 0.4 0.6 1 7

Medium 6 2.6 0.7 1 1.7 12

Large 8 7.7 1.2 1.2 3 22

Pringle 25 39 9 9 30 122

Place

Delhi Manufacturing Unit

25 C & F Agents

700 Distributors/Wholesalers

Retailers

Mumbai Manufacturing Unit

25 C & F Agents

375 Distributors/Wholesalers

Retailers

E Selling • Once our product acquires a good

market position, products could also be ordered through official website of pepsico and indiamart.com

• Enable people residing abroad to send Uncle Chips gift packs to specified locations in India

Promotion Television

Internet

Radio

Cost of Film Making:-The cost of making a TV advertisement is explained in the following figures:

Cost (in ₹)

Equipment 20,000

Crew 60,000

Production 1,00,000

Misc. 60,000

TOTAL 2,40,000

Cost of AdvertisementTelevision

Channel Time slot Frequency (per hr) Cost (in Rs)

PogoHungamaCNDisney

12.30 to 2.30 pm5 to 7.00 pm

8 20,000 X 32/day X 15 days= 96,00,000

Sab Tv 8 to 11.00 pm 8 1,40,000 X 24/day X 15 days=5,04,00,000

Star Plus 8 to 11.00 pm 8 5,00,000 X 24/day X 15=18,00,00,000

TOTAL 24,00,00,000

Cost of Radio Advertisements (Mumbai)

Channel Time Slot Frequency Cost(in Rs)

Radio Mirchi 9am to 11.30 am6.30 pm to 9 pm

25 7000 X 25/day X 15

Radio City 9am to 11.30 am6.30 pm to 9 pm

25 7000 X 25/day X 15

Total 52,00,000

Mascot

Cost of Mascot 1 Mascot X 2 Cities X 5 Malls X Rs 500 X 2

weekends(4 days) = Rs 20,000

Cost of free Samples

Rs 3 X 400 packets X 2 weekends (4 days) X 5 Malls X 2 cities = Rs 48,000

Cost for Advertising on Facebook

• CPM Model• 160x600 sky scraper ad on the right side of

page • 728x90 header ad on the top of the page• Rs 5000 X 15 days = Rs 75,000

Twitter Page

CLEAN N GREEN ENVIRONMENT CAMPAIGN

We will ask our customers who buy any product of Uncle Chips, to return 10 empty packets of the same and in return they will be provided a free Toy Car