Lunchables was introduced in 1988.
It is a product manufactured by Krafts Food. It is
meant for children.
This product has been promoted as a perfect
lunch fulfilling a child’s daily nutritional
requirements and no compromise on taste.
Lunchables with smoothie
› Chicken strips
› Deep dish pizza with pepperoni
› Ham + American sub sandwich
Lunchables with fruit
› Grape PB&J flatbread sandwich
› Ham + American flatbread sandwich
› Turkey + Cheddar flatbread sandwich
› 6 piece chicken dunks
› Chicken soft tacos
› Nachos grande cheese dip + salsa
Lunchables with juice
› Chicken sliders
› mini hot dogs
› BBQ chicken shake-ups
Lunchables without drink
› Pepperoni + Mozzarella Cracker Stackers
› Turkey + American Cracker Stackers
› Ants on a Log
Lunchables has long been a favorite target of food critics, who
contend that the product has too much fat, sugar and preservatives.
Sales stagnated in the mid-2000s, as childhood obesity began
reaching a national.
The company scrapped its Maxed Out line of Lunchables, one of
which had landed on the Cancer Project’s list of Five Worst
Packaged Lunchbox Meals. It had 660 calories — more than a Big
Mac — and 22 grams of fat.
Then in 2011, Kraft introduced Lunchables With Fruit with a $20
million advertising campaign that featured a fruit cup.
The change drove sales to new heights, and last summer Kraft
added Lunchables With Smoothie. “These two products are
definitely meeting a specific consumer need by providing a full
serving of fruit”.
Maa ke haath ka khana- apprehensions about outside
Love and affection with which food is made
Quality of ingredients used
Hygiene conditions under which food is prepared
and the people who are making it
Concern about child’s health
Variety of food and combinations available by
lunchables are quite fattening and includes lot of
Past experiences with image of lunchables
It is believed that outside food is unhealthy- halo
effect and Jumping to conclusions
Meeting the level of satisfaction of both mother and
The objective is to position lunchables as a healthy
alternative to traditional lunch which is equal to food
cooked by mother herself.
Lunchables will be a new product for Indian Market. In
order to be successful, it has to device a marketing
strategy focusing on the 4P’s i.e. product, price, place
and promotion. It has to position itself in such a way
that it is able to overcome a mother’s objections and
preferred by mothers over traditional lunch.
Create an offering/product which has already been accepted
as healthy and fulfilling by mothers. In India, mothers have
pickle/butter etc . Mothers also consider coconut water/ milk
to be part of the overall healthy breakfast. Therefore
lunchables is required to conduct a marketing research to
gather data regarding what mothers consider to be healthy or
not and most popular items mothers pack for lunch and then
create an offering for the Indian market.
Middle class is the biggest target market in India and
price plays a very important role for them to accept or
reject a product as they are on a strict budget. If
lunchables wants to find acceptance among the
majority, they need to price their product in such a
manner that it is considered reasonable by the
consumers and preferred by mothers.
Lunchables are available at various retail outlets in
other countries. In India however there is need to create
other channels of distribution ensuring that they are
widely available. They can be made available at mom &
pop shops to hypermarkets for wider distribution. If
possible, a home delivery channel of distribution can be
created like the Mumbai dabbawalas which will be best
for the given product.
Since mothers are the target segment, those promotion
strategies and mediums should be chosen which are best
able to reach and influence them. Celebs which are
considered to have a motherly image i.e. kiran kher,
malaika arora khan etc can be used as ambassadors that
can have the most influence on mothers. Also focus of
promotion should be on nutrition and health, healthier
alternate to traditional lunch, same as maa ke haath ka
khana to overcome perceptual barriers.
Advertisements can be shown during most popular daily
soaps to have maximum reach among mothers. Emotional
advertisement can be used to persuade mothers to choose
lunchables over anything else if they care for their children.
Another area of focus can be on hygiene over traditional
lunch in advertisments. Common woman giving their positive
views about lunchables can be showcased in advertisments
for best results.
Same as home cooked
More nutritious than
home cooked food
Better taste/ Variety