Cheetosfinal

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Cheetosfinal

  1. 1. Cheetos Overview
  2. 2. The extruded market  This market is very much cluttered with various brands, local & imported ones  Moreover, this market suffers from various drawback:  The brands are not nurtured – low value, low image, commoditized category  The churn within this market is tremendous as everyday brands are withdrawn from this market and new ones are getting in  Given the generic nature of this category, promotions & prices are important drivers  However, Cheetos is the only serious brand investing in this category and therefore has managed to capitalize on its share of voice and achieve a good position
  3. 3. The snack business YTD SSF Share of Salty Snack Category Salty Snack Segments Tortila 9% Others 45% SSF Extruded PC 55% 33% 58%Salty Snacks category approx 2581 Tons SSF has a 55.3 % share Potato chips constitute 58% of salty snacks & Extruded snacks constitute 33% where Tortilla constitute 9% M.Cheetos 2% Cheetos 13% Cheetos & M.Cheetos have 15% share of the extruded business
  4. 4. Cheetos still goes on and upward! [Market share] Share Market size (Tons) 16% 15.0% 10,000 9,365 14.0% 14% 8,992 9,000 8570 13.9% 14.0% 8070 8,000 12% 7,527 7,000 market size (in tons) 10% 6,303Market share 6,000 8.3% 10.0% 8% 5,000 4,000 6% 3,000 4% 2,000 2% 1,000 0% 0 2003 2004 2005 2006 2007 2008
  5. 5. PositiveImpact on KPIs
  6. 6. Packaging Upgrade BaseInnovations Crunchy Twisted Mini Cheetos
  7. 7. The TA  The product has passed through 2 phases:  Kids+ phase : 2002-2005 Communication did not really differentiate between kids and tweens and the brand style of communication did not have strict guidelines on communicating to tweens  Tweens phase: 2006- Present Mediums & content are targeted to a more mature teen target
  8. 8. Communication Initiatives Promotion Driven Thematic & New Product Driven 2002-2005 2006 & on
  9. 9. Cheetos in KSA … The Adoption Era Serengeti Chilli launch -Mini Cheetos campaign campaign Cheese & Ketchup - Sweatshirt / Countertop campaign
  10. 10. Cheetos in KSA … Local Production - - Where is Chester? campaign
  11. 11. Key 2006 projects ( The Tween Era) Mini Cheetos Chester Flamin’ Hot The presenter Cheetos & Chester Extra cheese Comic strip Launch
  12. 12. Cheetos & Chester Comic strip• First to launch Comic strip ever in the region & wider…• Media used – Space Toon magazine
  13. 13. Key 2007 projects Mini Cheetos Extra Twisted Cheese
  14. 14. INTERNET ADVERTISING
  15. 15. Cheetos Crunchy Thematic Launch Support (Chester in 3D)
  16. 16. CHEETOS CRUNCHY LAUNCH
  17. 17. H&W  BFY Research carried on various new offerings But…  No “Baked” category in KSA  Very Shy attempts on the health and wellness front  Product in KSA is not ready to make such claims  Even Quality claims are postponed until a breakthrough is done on the product
  18. 18. Other Issues Cheetos Mini Cheetos •Kids will always be main consumers of • Has a relatively Cheetos small share and does •There are no clear cut Tweens mediums (ex. not seem to grow TV Stations or •The Tween target Magazines) does not seem to fit • Do we keep on the product nature portraying Chester in 3D setting alone or in real setting too?
  19. 19. Thank you

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