This document summarizes a study on increasing brand visibility and fridge space allocation for Yummiez frozen foods. Key findings include: 1) Sales and fridge space are positively correlated; 2) Most Yummiez products are priced above competitors except for a few items; and 3) Recommendations focus on smaller packaging, vibrant designs, rewarding retailers, and developing new products based on customer preferences and demand to increase sales and acquire more fridge space.

2. C ontents
Chapter 1. Objective Of Study
Chapter 2. Data Collection and Interpretation
Chapter 3. 4s Strategy
Chapter 4. “Focus Operandi” - Modern Trade
Chapter 5. Recommendations
Chapter 6. Point Of View

3. Objective of Study
Objective:
Increase the fridge space Allocation and
brand visibility.
Competitors analysis
Fell. Competitor comparative pricing analysis.
Retailers analysis
Preference of retailer for Yummiez.
Survey On Capacity Utilization:
Questionnaire and Observation method to
know the fridge capacity, Godrej space
acquisition and competitors presence.

4. Data Collection And Interpretation
Total No of Godrej Total Fridge
Sample Size
Deep Freezers Freezers capacity
256/ 862 81 400317
481 (Ltrs)
. Total Frozen Total Godrej
Food capacity Share
271051 54280
Know Your Partners (Ltrs) (Ltrs)
Chicken N Meat
Shops • 76 General Stores • 57
Bakers • 28 Super Stores • 79
Ice-cream Parlors • 03 Others • 13

5. Relationship Between Sales and
Fridge Space
. Interpretation
Sales and Space are
Positively correlated as
per the Pearson
correlation value (0.49)

6. Pricing Comparison – Veg Catogories
450
400 All Yummiez Veg category is priced
350
300 above RS. 100/- except French
250
200
Fries and Tikkies.
150
100 Yummies Qnt
50 Yummies Price
0
.
450
400
350
300
250
200
150
Mc Cain Qnt
100
All Mc cain Veg category is priced 50 Mc Cain Price
below RS. 100/- except their 0
Cheese Range

7. Pricing Comparison – Non – Veg
Category
450
400
350
300 All Yummiez Non-Veg category is
250
200 priced between Rs. 140/- to Rs.
150
100 150/- .
50 Yummies Qnt
0
Yummies Price
.
450
400
350
300
250
200
150
100 Venkys Qnt
All Venkys Non-Veg category is 50
Venkys Price
priced between Rs. 120/- to Rs. 0
135/- except their Chicken Samosa

8. Godrej Yummiez on BCG Matrix
Market Share
High Low
H Pizza
Chees Aaloo
Market Growth
Chicken Pock
i Corn Garlic ets
Nuggets Chat
g
. h
Cheese Tandoori
Fingers Nuggets
French
Fries Salami
L
Chicken
o Sausages
Veg/ Chicken
w Non Nuggets
Veg
Veg
Tikkies
Dinos

9. 4s Strategies
Reduction in the size of packets in terms of shape as it will
enable more storage of goods in a given space in a freezer.
Squeeze
Competitors have smaller packets of same quantity.
Attack competitor’s best selling products with same category
Fell. Seize of product but with some twist. Seize your competitors with
confrontation and flankers…
Control retailers as he plays important role in sales, Regular
Seal customers trust his words so make him your brand
ambassador. Seal his loyalty, liking towards Yummiez.
Sensible New Product Development considering customer’s
SKU Sense tastes, preferences and value. More successful SKUs more
space.

10. Squeeze Yourself
Packaging
• Packet size based and quantity ratio.
• Zipper packets for better protection, Vibrant
packaging for great Visibility.
Fell. • Transparent Window: To give touch and feel effect.
• Laminated “Pizza Pocket” packets for better
durability.
Fridge Design
• Promote usage of KIES fridges for better display
and storage.
• Dummy Packets which can be displayed on the
stand or can be pasted on top.
• SKU sized Trays on the baskets.

11. Seize Competitors
New Product Development
• Confrontation with McCain “SMILEY” with
Yummiez “ROBO” or Yummiez “FLOWY”.
Fell. • Provide different types of Spices or Masala
sachets with nuggets packets.
Reorder Frequency (Refilling)
• Increase no of supplies in a month: possible
only when demand is more.
Sensible positioning and advertising
• Change in the positioning of some products
with creative advertisements.

12. Seal Retailers
Retailers Awareness Program
• Distributor-retailer meet.
Fell. • “All Yummiez” combo gift pack for
retailers: “If they know products, they
can become evangelists”
Occasional Gifts
• Creative gifts which will make them
happy and also will help our
promotion E.g.: Yummiez Light Series.

13. SKU Sense
Careful on New products
• Products which provide value for Money
• New recipes in frozen food
Fell. Customers Contribution
• Development of a program which will enable
Godrej to know current taste and preferences
and future needs.
• Know customers needs : provide customers
what they need but not what you want to sell.
Sensible SKU
• Increase in no. of successful SKUs to seize the
space acquired by competitors

14. “Focus Operandi” - Modern Trade
Project Light house
• Laser Dangler in Hyper Stores.
All-Sense Branding
Fell.
• Audio Attack in align with Light House.
Use of others resources
• Prepare Yummiez HD umbrella ad and show it on
the Electronics section on LEDs and LCDs.
Yummiez “Fro-Zone”
• Set-up Yummiez Fro-Zones in selective retail outlets
mainly hyper stores.

15. Recommendations
• Small Packets – Quantity as well • Innovative Gifts
as shape • Incentives
• Trendy Transparent Window for • Retailers Awareness Program
touch n feel.
• Vibrant Packaging.
• Display Tray
Fell.
Internal Retailers
External Customers
• Yummiez Tree • Customer Contribution
• Dummy packets • Product based on Customer Pref.
• Fridge Design Modification • Innovative Products
• Value for Money

16. Point of View
The study of northern region market on frozen food had put some
light of following correlations,
a. Is there any relation between available space and sales?
Fell. b. Does demand play an important role in space allocation?
c. Does the space allocation depend upon demand or retailer’s
margins?
Answer of this question is, Space allocation is highly correlated with
Demand which is price driven….Pricing and Advertising are key
factors to increase demand and further the movement of your
products.
You have to serve each income segment….if you want
to do business in INDIA.