Group 6-

Sidharth Nikhra (32), Deepthi P (33), Mohit

Paliwal (34), Swarnima Pandey (35), Kavita P
(36)
Brand History
• Launched in 1992, Uncle Chipps was a
pioneer in branded potato chips in India.
• Market leader with 71% market share until
1998.
• Saw competition bring its market share down
to 30-35% by 2000.
• It was brought down to 0.95% by 2012.
•  Originally owned by the Uncle Chipps
Company Ltd, it was bought over by Frito-Lay
, PepsiCo's snacks division in October 2000.
 COMPETITIVE LANDSCAPE
• PepsiCo Inc enjoys 35.5% market share in Sweet
and Savoury Snacks category in 2012.
• Frito-Lay India maintained category leadership,
boasting a 36.5% value share in 2012.
• In 2012 however value share decreased slightly
due to the strong competition from regional
players.
• With many serious players in the market, the
price-based competition intensified and customer
loyalty enjoyed by the segment was eroded.
 Market Share
200 200 201 201 201 201
Geographies Categories Companies
8 9 0 1 2 3

Sweet and
India Savoury PepsiCo Inc 40.1 39.3 37.4 36.7 36.5 35.1
Snacks

Sweet and
Haldiram Foods
India Savoury 23.0 24.2 24.1 24.1 23.7 23.5
International Ltd
Snacks

Sweet and
Balaji Wafers Pvt
India Savoury 7.0 7.2 7.5 7.9 8.3 8.8
Ltd
Snacks

Sweet and
India Savoury ITC Group 6.6 6.7 7.2 6.8 6.6 6.9
Snacks
Brand Share
Brand Share- Uncle
Chips
CONSUMER BEHAVIOUR
ANALYSIS
• Manufacturers are expected to
launch new products which are both
healthy and tasty.

• Niche products like low-fat, sugar-

free and low-salt snacks are expected
to gain popularity.

• Consumers will eventually give more

importance to the ingredients used in
making the product.
• Demand is expected to come from rural
areas, which are still not saturated like the
urban market.

• Growth will be mainly attributable to high

sales from snacks at lower price points
priced between Rs5-10.

• Manufacturers will come up with innovative

flavours and shapes to drive sales, mainly
targeting children.
 Threats Increase its online presence 4)
1) Brands like Balaji Wafers, Parle Introduce new variants 3)
Wafers, Lays, Yellow diamond Capitalize on brand personality 2)
2) External changes like government Product innovation 1)
taxes and policies
3) Easy product substitution
Opportunities
4) Lower cost competitors T
SWO
3) Weak social media marketing
availability
2) Does not have a nationwide
1) Low market share Strengths
1) A strong brand name
2) Belongs to the world leader in
Weaknesses
savory snacks
3) Known to follow quality standards
Objectives
 Current market share in the Wafers segment is
8.8% i.e. approximately Rs. 602 crores, hence
Uncle Chipps needs to up its ante to compete with
local brands as well.
 Product market expense needs a leverage in order
to promote the brand through advertisements
 Consumer interaction needs an impetus mainly
through social and digital media as well as print
media
 The youth of today needs to see Uncle Chipps in a
different light
 Due to high recall value of the product, any
investment made in marketing will act as a long
term benefit.
Marketing
Strategies
Target Markets
Demographic
s

Youth Family

Party &
Kids Function
s
 Geographical-
Serial
Current
No Product Flovour State
Uttar Pradesh, Uttarakhand, Jammu and
Kashmir, Himachal Pradesh, Haryana,
Punjab, Bihar, West Bengal, Jharkhand,
Orissa, Arunachal Pradesh, Assam,
Uncle Chipps Potato Chips INR 5 Meghalaya, Mizoram, Sikkim, Manipur,
1 Plain Salted Nagaland, Tripura, Chandigarh, National
Uncle Chipps Potato Chips INR 10
Capital Territory of Delhi, Andhra Pradesh,
Chhattisgarh, Goa, Gujarat, Karnataka, Kerala, Madhya
Pradesh, Maharashtra,
Rajasthan, Tamil Nadu, Andaman and Nicobar Islands,
Dadra and Nagar Haveli, Daman and Diu

Uttar Pradesh, Uttarakhand, Jammu and Kashmir,

Himachal Pradesh, Haryana, Punjab, Bihar, West
Uncle Chipps Potato Chips INR 5 Bengal, Jharkhand, Orissa, Arunachal Pradesh,
2 Spicy Treat
Uncle Chipps Potato Chips INR 10 Assam, Meghalaya, Mizoram, Sikkim, Manipur,
Nagaland, Tripura, Chandigarh, National Capital
Territory of Delhi

Uttar Pradesh, Uttarakhand, Jammu and Kashmir,

Uncle Chipps Potato Chips INR 5 Papri Chat, Sendha Himachal Pradesh, Haryana, Punjab, Chandigarh,
3
Uncle Chipps Potato Chips INR 10 Namak, Chilli Masala, National Capital Territory of Delhi
Jhakaas Tomato Twist
Geographical –
Proposed
Nort
h

PAN
West INDI East

A
Sout
h
 Positioning-
Proposed
• 1. Connection: Uncle Chipps is ‘warm playful,
lively, companionable and traditional-at-heart',
just like the Uncle everyone in the family related
to and no family gathering is complete without.
2. Value addition: The brand will offer various range
of chips with many flavors made especially for India.
Together with many new flavors, including new
addition, it will easily catch the imagination of Indian
consumer.

“THE ORIGINAL CHIPS

OF INDIA”
Product Line- Current
Existing Product line
• Chilli Masala
• Jhakaas Tomato Twist
• Paapri Chaat
• Plain Salted
• Sendha Namak
• Spicy Treat
Product Line -
Expansion
Price/Quantity-
Proposed
10
%Nort
h
33 25
%
PAN %
West INDI East

A
Sout
h

50
Advertising
Television Commercials/Youtube
• TVC will also run in regional
languages.
Social Media
• Facebook & Twitter
Sign Boards and Hoarding
• Tier 1 and Tier 2 Cities and Rural
Market
Print Media
• News Paper , Magzines
More Marketing
strategies-
1. Sponsorship

• College Events
• Cultural Events
• Mall kiosk promotional events

2. Continue with the discounts

Product innovation-
• Introduction of new flavors

3. Collaborating with kids cartoon characters

Distribution Outlet
• Collaboration to retail chains to promote
the product
• Visibilities all across the retail areas with
banners, posters and sales offers.
• Stacks and shelves in cheap rates should
be provided to small daily needs shop, so
that they also promote our product.
• It should be in reach of the customer,
mode and medium can vary.
How are we
going to do
that?
 Social Media-
•Facebook
An online marketing campaign – Share
your Hi5Moment
• This encourages one to participate in the
campaign.
• People will share their happy moments
with family, friends or colleagues that
they have enjoyed having uncle chips as a
part of the meal.
• We will winners also, winner will get a
special gift hamper of uncle chips
• Introduction to a FB app, which allows
customer to play games such as cross
word or some math puzzles.
 Social Media- Twitter
• An online marketing campaign – Share your
#Hi5MomentwithUncleChips
• This encourages one to participate in the
campaign.

M EN T W
# H I 5 M O
EC H I PS
H U N C L
IT
Brand Ambassador-
Optional
• Someone who is famous among
young and old both.
• A personality which resemble
the positioning of the brand
“The ORIGINAL Chips of
INDIA”.
• The personality can be a from
film fraternity, a sports star.
 Launching event
Grand launching event
• It gives a complete media coverage
• Before the event prints advertisements in news paper and TVC.
• We can cash on the Brand name of the brand Ambassador.

• This will create a buzz in the market and in the customer also.
• This buzz and curiosity will give the brand a grand new launch
Budgets
Media Budgets-
• TVC- 10 crore (Target- Kids channel, Youth
channels)
Repeat shows slots
• Print and radio – 1 crore
Social Media-
• Facebook App- 50 K
• Twitter - Free
• Youtube - Free
Physical Hoarding and Banners
• Hoarding & Banners- 5 Crore
Launch Event Cost- 35 lakh
Miscellaneous Expenses- 1 Crore
Why only Uncle
Chipps?
• As we know Pepsico has a lot of brands in its
basket.
• Uncle chips is the only brand which people
can associate with because of its large
heritage that they had.
• People still remember the catchy tag line
“Bole mere lips , I love uncle chipps ”.
• Its Re-introuction will trigger emotional
connect easily with the consumer.
Conclusion
• Pepsico has lost its market share in recent years.
• Re- Introduction will ultimately Pepsico’s market share
will increase.
• Consumer will get more options to choose from.
THANK YOU