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.
Geographies Categories Companies
200
8
200
9
201
0
201
1
201
2
201
3
India
Sweet and
Savoury
Snacks
PepsiCo Inc 40.1 39.3 37.4 36.7 36.5 35.1
India
Sweet and
Savoury
Snacks
Haldiram Foods
International Ltd
23.0 24.2 24.1 24.1 23.7 23.5
India
Sweet and
Savoury
Snacks
Balaji Wafers Pvt
Ltd
7.0 7.2 7.5 7.9 8.3 8.8
India
Sweet and
Savoury
Snacks
ITC Group 6.6 6.7 7.2 6.8 6.6 6.9
Market Share
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.




Strengths
1) A strong brand name
2) Belongs to the world leader in savory
snacks
3) Known to follow quality standards


Weaknesses
1) Low market share
2) Does not have a nationwide
availability
3) Weak social media marketing
Opportunities
1) Product innovation
2) Capitalize on brand personality
3) Introduce new variants
4) Increase its online presence

Threats
1) Brands like Balaji Wafers, Parle
Wafers, Lays, Yellow diamond
2) External changes like government
taxes and policies
3) Easy product substitution
4) Lower cost competitors
SWOT
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
Youth
Family
Kids
Party &
Functions
Demographics
Geographical- Current
Serial
No Product Flovour State
1
Uncle Chipps Potato Chips INR 5
Uncle Chipps Potato Chips INR 10
Plain Salted
Uttar Pradesh, Uttarakhand, Jammu and
Kashmir, Himachal Pradesh, Haryana, Punjab,
Bihar, West Bengal, Jharkhand, Orissa,
Arunachal Pradesh, Assam, Meghalaya,
Mizoram, Sikkim, Manipur, Nagaland, Tripura,
Chandigarh, National 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
2
Uncle Chipps Potato Chips INR 5
Uncle Chipps Potato Chips INR 10
Spicy Treat
Uttar Pradesh, Uttarakhand, Jammu and Kashmir,
Himachal Pradesh, Haryana, Punjab, Bihar, West
Bengal, Jharkhand, Orissa, Arunachal Pradesh,
Assam, Meghalaya, Mizoram, Sikkim, Manipur,
Nagaland, Tripura, Chandigarh, National Capital
Territory of Delhi
3
Uncle Chipps Potato Chips INR 5
Uncle Chipps Potato Chips INR 10

Papri Chat, Sendha
Namak, Chilli Masala,
Jhakaas Tomato Twist
Uttar Pradesh, Uttarakhand, Jammu and Kashmir,
Himachal Pradesh, Haryana, Punjab, Chandigarh,
National Capital Territory of Delhi

Geographical Proposed
PAN
INDIA
North
East
South
West
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.

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
PAN
INDIA
North
East
South
West
33%
50%
25%
10%
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.

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 Pepsicos market share will
increase.
Consumer will get more options to choose from.
THANK YOU