This presentation outlines the inception of WOWZO- a smart, tasty and not fried snack that contains no trans fats. This brand and its products have been developed especially for kids and young adults. Delicious | Not Fried | Zero Cholesterol | No Trans Fat | Feather Light

1. Inception ofWOWZO-The Smarter Snack
New Product Development and
Marketing

2. PRODUCT CONCEPT
 Guilt-free snacks targeted at Children of age group 5-14 years
 Using Corn/Potato as base material
 New Product segment to compete with Potato Chips from leading
brands
Key Characteristics:
 Not Fried
 No Trans Fat
 Low fat & Oil content compared to Chips
 Competitively priced

3. TARGET SEGMENT
 Children of age group 5-14 (Primarily in Urban Area)
 Final user segment –
 Growth stage- Taste shapes up
 Highly Influenced by choice of peers
 Influence purchasing decision of parents
 Taste matters more than nutrition
 Buyer segment –
 Parents ( Primarily Mid & Upper income cap)
 Possesses basic level of Health consciousness &
awareness
 Kids-they enjoy trying out new products

4. PURPOSE OF CONCEPT TEST
Product Aspect Positioning aspect
 Believability of the
concept
 Acceptability of the
concept
 Further improvement
 Price
 Market size
 Suitable distribution
channels

5. SURVEY POPULATION & FORMAT
 High income urbanites and sub-urbanites
 Questions to check suitability of surveyed to
our target market
 Do you have kids?
 If yes, which age group would you place them in
 < 5 Years
 5 – 14 Years
 > 14 Years
 Survey Format : Online survey using
www.qualtrics.com

6. CONCEPT COMMUNICATION
Type of Communication –Verbal description
Concept statement
“ Wowzo”
- Its not another junk snack. Can be had by your child
without worrying about health impact.
 Made from common, kitchen ingredients
 Free from the harmful effects of fried and re-fried oil.
 No Trans Fats
 Convenient on the go snack.

7. WHAT WE WANTED TO MEASURE
 Decision making process when buying snacks
 Attractiveness of the new product in the target
market
 Willingness of trial of the new product
 Market size for the new product
 Optimal distribution network

8. HOW TO DEVELOP THE CONCEPT
FURTHER
 Improve the product based on unbiased perception about
healthier, smarter, guilt-free snacks
Measure the effect of different packet sizing on product
adoption
Scope for increasing visibility through association with
other lifestyle products

9. Positioning
Category On the go snacks
Market Urban upper and middle class population
with basic awareness of health and nutrition
Price Competitive
Competitor Fried snacks (higher competition) and
nutrition and health based snacks(lower
competition).
Packaging Glossy with interesting colours and visual
elements

10. Perceptual Positioning
Price
No Trans Fat
Not Fried
Zero cholesterol
Disruptive Model

11. IMPROVING ADOPTION
WOWZO
BehaviouralChangeRequired
Product Change Involved
Wowzo
Product Change Involved – High
Behaviour Change - Minimum
Where our product lies…
So it’s a homerun !!!

12. IMPROVING ADOPTION
Rogers Five Factors of Diffusion
Relative Advantage Not fried product.
No loss of value as a fun, snack food
Compatibility No significant change in taste involved
Complexity Educate the customers about product
benefits
Trialability Readily available at leading locations
frequented by target segments
Observability Independent SKUs
Differentiated color/packaging

13. IMPROVING ADOPTION
 Target the right segments initially in the diffusion curve
Innovators and Early Adopters
Market Orientation vs Product Orientation
Focus on customers communication product information improve
awareness
Get customer feedback on product
Improve inter-functional co-ordination for better responsiveness to market
changes
Customer Education
Product Benefits
Continuous Improvement
Learning in customer education, inter-functional co-ordination & extensive
communication