Branding Khakra


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Advertising strategy for branding Khakra in the snacks category on national scale

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Branding Khakra

  1. 1. Advertising Strategy Assignment Nidhi Mattoo (Roll No 138) Shradha Sharma (Roll No 223) Creating a brand identity for Khakra
  2. 2. The snack market in India <ul><li>India is one of the largest snack markets in the Asia-Pacific region. India contributes three percent to the total Asia-Pacific snack market revenue. </li></ul><ul><li>The snack food market in India is valued at Rs. 1530 crore and is one of the largest markets in the world, out of which potato chips holds the major market share of around 85%. </li></ul><ul><li>The Indian snacks market is worth around US$ 3 billion, with the organized segment taking half the market share, and has an annual growth rate of 15-20 per cent. The unorganized snacks market is worth US$ 1.56 billion, with a growth rate of 7-8 per cent per year. </li></ul><ul><li>There are approximately 1,000 types of snacks and another 300 types of savories being sold in the Indian market today. </li></ul>
  3. 3. Contd.. <ul><li>Potato chips and potato-based items are the most popular products with more than 85 per cent share of the salty snack market. In the organized potato chips market, PepsiCo’s Lays and Haldiram’s are some of the leading players. </li></ul><ul><li>There is a big market for snacks in India as urban Indian consumers eat ready-made snacks 10 times more than their rural counterparts. Indians in the western regions eat the maximum amount of snacks, followed by the people in northern region. </li></ul><ul><li>There is a widespread recognition in India that consumers are likely to replace light meals with snacks. </li></ul>
  4. 4. The Indian Snacks <ul><li>In India, the local fare offers a wide variety of snack options, ranging from roasted banana wafers and soya chaklis (crispy savory spirals) to samosas (pastries filled with potatoes/peas). These &quot;namkeens&quot; (snacks) are typically eaten as a side dish with meals or make great accompaniments to tea, coffee, and other beverages. Of course, these snacks vary by region, with each having its own &quot;special&quot; recipe. </li></ul><ul><li>The snack food industry in India is highly fragmented, with the market dominated by made-at-home snacks or savories sold by local vendors. Because of expanding nuclear families and an increase in the number of female professionals, India has witnessed a significant rise in the demand for ready-to-eat snacks. </li></ul>
  5. 5. The Namkeen Market <ul><li>The branded salty snacks market (size: Rs 1200 crores) is 40% of the total market (size: Rs 300 crores) </li></ul><ul><li>The branded segment is growing at the rate of 25% per annum </li></ul><ul><li>There is no branded Khakra in the market, only unbranded ones </li></ul><ul><li>Providing a branded khakra in different flavors and packaging with seal of quality will give us the first mover advantage </li></ul><ul><li>As western India consumes the maximum snacks, selling Khakra is going to prove fruitful in the long run till the brand makes a niche for itself </li></ul>
  6. 6. The need of the hour – From the consumer’s point of view <ul><li>An easily available ready to eat snack </li></ul><ul><li>It should not be too costly </li></ul><ul><li>It should not contain high calories or should not be fried </li></ul><ul><li>Something to munch on when hungry but should not be heavy on the stomach or lead to loss of appetite </li></ul><ul><li>It should be tasty and crunchy </li></ul><ul><li>It should not be perishable and easy to store </li></ul><ul><li>It should be branded </li></ul>
  7. 7. Our Product <ul><li>Khakra is the crispy, crunchy flat bread from Gujarat </li></ul><ul><li>It is a terrific tea time snack! It is very versatile and can be eaten as chips with a dip, topped with stuff and as Chaat  </li></ul><ul><li>Nutritional Value - One Khakra contains Calories: 51, Fat: 3g, Carbs: 10g and Protein: 1.8g </li></ul><ul><li>Ingredients – Flour, Chilly powder, Turmeric powder, Dry Fenugreek leaves, Carom seeds, salt and cooking oil </li></ul><ul><li>Shelf life – 6 to 7 months </li></ul>
  8. 8. The birth of a brand <ul><li>The khakra will be sold under the brand name of “KRISSPS…” </li></ul><ul><li>The name emphasizes the fact that the snack is crispy, crunchy, fresh, light and low calorie </li></ul><ul><li>The name is easy to remember and catchy </li></ul><ul><li>It will be available in the following flavors – Pudina, Methi, Theekha, Chatpata, Plain salted, Punjabi masala, Aachari, Pani puri, Chat masala, Palak, Hyderabadi, Chilly cheese, Funky Tomato, Paneer Tikka masala, Manchurian, Shezwan, and Diet Khakra </li></ul>
  9. 9. KRISSPS… the brand <ul><li>Brand personality – KRISSPS… is a young, peppy, cheerful, healthy, vibrant and agile Gujarati lad, who wants to indulge in munching of healthy snacks anytime and anywhere. He enjoys home made food and religiously goes to the gym for getting in shape. </li></ul><ul><li>Brand essence – Healthy snack with the assurance of quality and taste </li></ul><ul><li>Brand identity – A home made, ready-to-eat snack with a nutritional value and great taste </li></ul>
  10. 10. The reason to buy <ul><li>Any namkeen needs to have three main advantages on its side which include : great taste, good quality and innovative variations. KRISSPS… fulfills all the criteria. </li></ul><ul><li>Unique selling proposition of KRISSPS… – The goodness of health and the taste of home made snacks. </li></ul><ul><li>It will be a boon for the Guajaratis living in a nuclear family or alone as they will get their favorite snack handy at any shop. </li></ul><ul><li>Khakra will become famous in other regions of the country as it is something new to munch on. It will be a good relief from the usual potato based snacks. </li></ul><ul><li>The brand will be exported in future and there is a big Gujarati NRI base, who will become the champions of the brand in the foreign locales. </li></ul>
  11. 11. Target Audience <ul><li>Demographic profile – All age groups in the SEC A, B and C category </li></ul><ul><li>Psychographic profile – People who love to eat home made snacks which are crispy and crunchy. They are health conscious and stay away from fried and oily junk food. They are always on the move so like munching on small tit bits in between meals. They are quality and brand conscious. They don’t have enough time to prepare the snacks at home. They either live alone because of their jobs or studies or live in a nuclear family where the couple is extremely busy. They still relish the home made snacks but end up buying alternatives from the market. </li></ul>
  12. 12. Competition <ul><li>Frito Lay India (a subsidiary of PepsiCo) – It has Lays and Kurkure in the market </li></ul><ul><li>ITC – It has Bingo which is trying hard to compete with Kurkure. It has a Khakra based flavor under the name of Bingo Mad Angles. </li></ul><ul><li>Haldiram Foods – It has the widest distribution network of Namkeens in India. Its air tight packaging also makes it the most sought after snack in the Namkeen category. </li></ul><ul><li>SM Foods – It has two main brands: Peppy and Piknik </li></ul>
  13. 13. The Novelty factor <ul><li>Since we will be launching branded Khakra which has not been done so far except for Bingo’s Mad Angles (which is not Khakra in its true form), we will be giving all the namkeen lovers a new option to munch on </li></ul><ul><li>The added advantage with KRISSPS… is that it is roasted and not fried so it is ideal for today’s health conscious generation </li></ul><ul><li>It is ready to eat and can be carried along easily as it does not spill or gets spoilt </li></ul><ul><li>Apart from all these features, the snack will be affordable as well </li></ul>
  14. 14. Packaging <ul><li>Each of the 17 flavors will be available in the packaging of four different sizes: 100 gm, 200 gm, 500 gm and 700 gm </li></ul><ul><li>The 100 gm pack is mainly for first time buyers, travelers and children </li></ul><ul><li>The 200 and 500 gm packs are for munching for individuals when they feel hungry in between meals </li></ul><ul><li>The 700 gm pack is for party with friends and family or sharing with others </li></ul><ul><li>The package design will be vibrant and colorful according to the different flavors </li></ul>
  15. 15. Price <ul><li>The pricing is Rs 2-3 lesser than other Namkeens in the market as we want to induce trial purchases </li></ul><ul><li>But we are not pricing it too low as well because that will jeopardize the branding criteria. People will buy branded Khakra for the brand value and quality </li></ul><ul><li>The pricing will be: Rs 30 for 700 gm; Rs 25 for 500 gm; Rs 15 for 200 gm; Rs 5 for 100 gm </li></ul>
  16. 16. Placement <ul><li>KRISSPS… will be available at all confectionery shops, local kirana shops, shopping malls, tea stalls, phone booths, juice centers to increase the visibility factor of the new brand </li></ul><ul><li>It will not be stacked inside the store but will be stapled in a row and hung outside shops to grab the eyeballs </li></ul><ul><li>It will also be placed at counter tops to attract customers inside the shops as most of the buying decisions are made inside the store </li></ul><ul><li>We will provide the big retailers with Gondolas of KRISSPS… to be placed at attention seeking places inside the shops. </li></ul>
  17. 17. Message <ul><li>The basic media message will concentrate on bringing out the health factor and home made taste of the product to capture the attention of the target audience and break through the clutter. </li></ul><ul><li>The campaign will take a comic route to connect with the audience as humor interests everybody irrespective of age, gender and social background. This will help in creating a single message for the scattered target audience. </li></ul><ul><li>The campaign will be spread across all the media to create awareness and inform the target audience about the features of KRISSPS… </li></ul>
  18. 18. Promotion – Traditional media <ul><li>National advertising through general entertainment channels at prime time to compete with ITC and PepsiCo’s market penetration </li></ul><ul><li>Paresh Rawal and Amisha Patel, who hail from Gujarat, will feature in the ad which will have a comic touch to send the message across with an impact. The tagline will be “Halke Phulke Aur Crunchy, Maa ki Yaad Dilade Itne Munchy” </li></ul><ul><li>The same idea in the form of print ad will appear in all leading national dailies and general magazines </li></ul><ul><li>The same ad in the form of a radio spot will be aired on popular FM channels and its hoardings will be put up at major sites to make the campaign a 360 degree communication process </li></ul>
  19. 19. Promotion – New media <ul><li>Online campaign with banner ads on popular search engines and social networking websites </li></ul><ul><li>A KRISSPS… website to increase two way flow of communication and encourage feedback </li></ul><ul><li>A blog with photos, videos, comments and recipes for making chaat or bhel puri with KRISSPS… </li></ul><ul><li>Similar videos on YouTube to entice the younger audience </li></ul><ul><li>SMS ads to prospective target group </li></ul>
  20. 20. Promotion – PR <ul><li>A launch event for KRISSPS… attended by the brand ambassadors (Paresh Rawal and Amisha Patel) which will be widely covered by media </li></ul><ul><li>A press conference by the company heads who will talk about the brand and their branding strategy after the launch ceremony </li></ul><ul><li>Advertorials in newspapers about hazards of junk snacks and the advantages of healthy snacking of branded home made products like Khakra </li></ul><ul><li>‘ Healthy Snacking Day’ celebrated after a month of the launch and distribution of free samples at various popular places across cities on the day </li></ul>
  21. 21. Promotions – Trade <ul><li>Tie-ups with gyms and slimming centers to promote KRISSPS… as the healthy and light snacks </li></ul><ul><li>Doctors will be advising the Diet Khakra flavor to the heart patients as it is roasted and not fried </li></ul><ul><li>Retailers will be given a 4% discount to push the new brand and give it maximum shelf space </li></ul><ul><li>Bigger stores will get glow signs and new racks from KRISSPS… to get a better deal </li></ul><ul><li>We will give the 100 gm packets free with 700 gm packets in the launch phase to generate maximum trials </li></ul>
  22. 22. Thank you and healthy snacking