New product development. rs.2 category project

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New product development. rs.2 category project

  1. 1. R s . SNACKS CATEGORY By: Ali Hadi Project completed in 2008
  2. 2. <ul><li>Time line & Targets </li></ul><ul><li>Promotional Support </li></ul><ul><li>Product Shapes </li></ul><ul><li>Packaging Features </li></ul><ul><li>Category Name </li></ul><ul><li>Cost & Price </li></ul><ul><li>Taste & Flavor </li></ul><ul><li>Rs.2 Market Sector Opportunities & Threats </li></ul><ul><li>Snacks Industry in Pakistan </li></ul><ul><li>Objectives </li></ul>
  3. 3. <ul><li>Total Snacks Market </li></ul><ul><ul><ul><li>Organised -- 4.5 bn </li></ul></ul></ul><ul><ul><ul><li>Un-organized -- 2.5 bn </li></ul></ul></ul><ul><li>Total Snacks market is estimated </li></ul><ul><li>at Rs.7 Bn - 2007 </li></ul>Snacks Industry in Pakistan
  4. 4. OBJECTIVES: <ul><li>To cater Rs.2 market </li></ul><ul><li>Semi Urban & Rural Market. </li></ul><ul><li>Maximum market & retail penetration </li></ul><ul><li>in the outskirt area of Metros. </li></ul><ul><li>Maximum coverage by “B&C” class retails </li></ul><ul><li>“ Paan-cabin” & “Mobile retail like hawkers”. </li></ul><ul><li>Encounter unorganized snacks manufacturer. </li></ul><ul><li>Provide good product @ Rs.2 by Kolson. </li></ul>
  5. 5. Organized & Unorganized Player <ul><li>Organized: </li></ul><ul><li>Fry-O 7gm SHAHI </li></ul><ul><li>Mastee Fries 10gm BP </li></ul><ul><li>Chico 7gm Kidco </li></ul>Unorganized: <ul><li>Puffy 10gm Unknown </li></ul><ul><li>Mazay Lo 16gm Ashraf Product </li></ul><ul><li>Nony Pops 15gm Fun Food Product </li></ul><ul><li>Cartoon Network 10gm Feroz Products </li></ul><ul><li>Mazaydar Pops 15gm Salim Products </li></ul><ul><li>Tempo 15gm MD foods </li></ul><ul><li>Etc.etc.etc……….. </li></ul>
  6. 6. Taste & Flavor Taste : These snacks made from corn meal have the spicy & crunchy taste of other flavors, but we have to improve corn base snacks taste like, ketchupy/barbecuey and Emli/Amchur taste which is more liked in rural & semi-urban market among kids. Some people probably won't like these, but if you can handle an unusual taste, they're pretty good. <ul><li>Suggested Flavor: </li></ul><ul><li>Ketchup </li></ul><ul><li>Pickle </li></ul><ul><li>Emli </li></ul><ul><li>Ammchur </li></ul>
  7. 7. Cost & Price Metallic Wrapper Cost: .30 Pisa Ingredient Cost : .35 Pisa -------------------------------------------- Total Cost/pack .65 Pisa Per/Bag Cost: Rs.15.60 Number of Units: 10,00000 x 15.60 Total Manufacturing Cost: 15,600,000
  8. 8. Category Name FUN SNACKS
  9. 9. Old Packaging Previous Packaging R5 R7 P6 Q8
  10. 10. Product Shapes R5 R7 P6 Q8
  11. 11. New Packaging New Metallic Packaging R5 R7 P6 Q8
  12. 12. Promotional Support <ul><li>Small poster </li></ul><ul><li>Cloth banner “Selected towns” </li></ul><ul><li>Wall painting “visible location in rural areas” </li></ul><ul><li>Shop Angles for Branding </li></ul><ul><li>Shop Shutter Branding </li></ul><ul><li>Decal for PAAN-CABIN, CAR, BUSES. </li></ul><ul><li>Book Covers & Book Marks </li></ul><ul><li>Copy Stickers “Name, Subject and Class”. </li></ul><ul><li>School Canteens Branding </li></ul><ul><li>Tattoos “Fun Thematic” </li></ul><ul><li>Chang Chhee Branding in rural market. </li></ul><ul><li>Shop Hanger for FUN SNACKS. </li></ul>
  13. 13. Time line & Targets Initial Sales Target: 10,00000 Bags Each bag contain : 24 packs TP: per bag Rs.42. 24 Value wise Targets : Rs.42.24 million Time Line for launching : March 2008
  14. 14. Rs.2 Sales Status November 2007 100% 42,425 254,551 14% 6,023 36,139 43% 18,280 109,682 33% 14,178 85,071 9% 3,943 23,659 % Avg Six Month Sales
  15. 15. Product Availability Phase (Completely penetrated countrywide) June & July Passive month due to holidays. Fully Promotional supporting gimmicks for trades & consumers Keep moving on same track to maintain sales position with BTL activities. 100,000 100,000 100,000 100,000 100,000 100,000 120,000 80,000 50,000 50,000 50,000 50,000   Q8 43,000 43,000 43,000 43,000 43,000 43,000 51,600 34,400 21,500 21,500 21,500 21,500 R5 33000 33000 33000 33000 33000 33000 39600 26400 16500 16500 16500 16500 R7 10,000 10,000 10,000 10,000 10,000 10,000 12,000 8,000 5,000 5,000 5,000 5,000 P6 Mar Feb Jan Dec Nov Oct Sep Aug Jul Jun May Apr   Sales Targets (FUN SNACKS) 2008-09
  16. 16. Required Budget for promotion & Brand Support: Rs. 3.5 million 7% vs 100% Twitter: @alihadi www.linkedin.com/in/alihadi www.facebook.com/alihadibx Follow

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