PPT on Direct Marketing Strategies and Activities of Too Yum! brand (FMCG)

1. Amity University, Noida
Amity International Business School
Direct Marketing
PSDA 2
Industry Chosen : FMCG
Brand Chosen : Too Yumm!
Direct Marketing Strategies and Activities
Name of Student: Tanya Gupta Name of Faculty:
Course: MBA (IB) Dr. Sandeep Bhasin
Batch: 2019-2021
Enrolment No.: A1802019012 Date: 10 March 2021

2. 1. Understanding of Direct Marketing Strategies
Direct Marketing strategies on a general basis can be seen as follows –
1. 360 Degree Approach
2. Segmenting the target market
3. Personalized Messages
4. Increasing customer loyalty
5. Testing products and sales performance
6. Harnessing the power of the internet
7. Call-To-Action Marketing (CTA)
It is interesting to note how Too Yumm! is implementing these strategies to become Rs. 10,000
crore brand by the year 2025.
Executing a 360 degree marketing campaign is especially a challenge these days with a shift
towards digital platforms. Brands need to spread their content across all the channels that are
available to them, to gain as much attention as they can. Too Yumm! has been doing just that,
especially with their social media campaigns #WHYCHIPSVIRAT and
#SayNoToFriedSnacks at the Kumbh Mela.
As for segmenting the target market the brand realised that they are already doing well in the
big cities, where the customer are conscious, especially between the age brackets of 15-35
years old. Now they are shifting focus to C & D segment cities.
To cater to new segments, they are coming up with new variants of their products. Their new
launch ‘Karare’ is a direct competitor to their biggest competition, Kurkure.
Apart from wide array of sales force and merchandisers, Too Yumm! is mapping the demand
for their product as well as its fulfilment through distributive management systems and
salesforce automation.
Harnessing the power of social media is the most important strategy at any brand’s disposal
these days.

3. Initially, advertising efforts were majorly focused towards the masses (ATL marketing
strategy) and was more traditional in nature. Too Yumm! Came up with funny TV ads and
showed how their products are similar to the fried ones in the taste, but are a healthier
substitute.
However, for targeting the youth they had to advertise the brand differently, as means of
mass advertising were not very effective. These days the youth hardly watches TV and there
is always an option to skip the ads on OTT platforms. It was observed that the youth is
influenced by their peers and the conversations they have on social media.
So, they adopted a BLT marketing strategy, where, in order to create a buzz on social media,
Too Yumm! reached out to students and office goers, outside their college or office buildings
and asked them to take a picture in front of a mobile van, with posters of the brand and post
it on their social media accounts with the hashtags #EatLotFikarNot and #LookTooYumm
and distributed various flavours of the product to create a hype.

4. 2. Classification of Direct Marketing Activities
In theory, basic classification of direct marketing activities is as follows –
1. Face to Face Marketing
2. Door to Door Marketing
3. Kiosk Marketing
4. Leaflet Handouts
5. Telemarketing
6. Email Marketing
7. Targeted Advertisements
Out of all the ways of direct marketing mentioned above, the brand Too Yumm! has especially
focused on Face-To-Face marketing activities, as since the beginning their aim was
communicating with masses and spreading the word as far as possible.
Too Yumm! spends a lot of facetime with their customers. Be it running a campaign at the
Kumbh mela, with the hashtag say no to fried snacks or setting up stalls at college fests,
however their expensive options posed a problem for them at the college fests, as the
students have a limited purchasing power, especially those from out of town. Too Yumm!
has always tried to build relations with its customers and gain their loyalty.

6. 3. Change in Weightage towards Direct Marketing Activities undertaken
In today’s world where everything is online and in the public eye, the business models are
drastically changing to D2C, with brands reaching out to their consumers directly.
Even though this D2C model does not come easy, especially to small brands or start-ups due
to obvious reasons, a lot of new and upcoming brands that are equipped with the latest
technologies are adapting to this model, all thanks to brand identity and ethos that are being
adopted by the brands as well as customers.
Too Yumm! started in 2016, as they realised that there was a market for snacks that were
healthy as well as tasty. The young urban population is increasingly becoming more and more
health conscious but all the other healthy alternatives that were available were just not that
good in taste as compared to the fried snacks. With their collective experience in the FMCG
sector, the founders of Too Yumm! have taken the health and format as their USPs. Created
using specialised equipment in Germany, the popped chips are neither baked nor fried and are
said to have 60% lower fat content than regular chips or wafers.
For a company like Too Yumm! the question isn’t whether or not they should go D2C, as
customers don’t really have a reason to specially go to the brand and buy directly from them,
but they do have to have a vast and well connected direct sales channels (as we discussed in
PSDA 1; Topic – Direct Sales Force : Roles and Responsibilities).
According to a report by Media Info Bureau, IA’s mandate includes driving brand
awareness, facilitating trials, and creating brand loyalists and advocates who will help
evangelise Too Yumm! over other fried snacks. A 2-year old brand, Too Yumm! has
already been a disruptor in product offering and brand-led campaigns in a highly
competitive snack category.
Mr. Anupam Bokey, CMO of the brand said in an interview, “While the heritage tools for
market research, communication and physical distribution are still extremely relevant, the
evolving tools have made it simpler and faster. Through external partnerships, digital
(especially search and influencer programs) and social (for engagements), and e-commerce

7. for quick and targeted consumer access, helping build credible brand perceptions faster.
That’s why we see so many new brands and start-ups coming up in a relevant way.
External partnerships are helping accelerate product developments and also helping build
domain expertise faster. The advent of OTT platforms and the wide acceptance and growth
therein is helping drive engagements to a higher level than ever before. Of course the
challenge remains in understanding these tools and how to leverage them, which needs ideas
and experimentation.”
By- Tanya Gupta
MBA (IB)
Section A
A1802019012