The document discusses the growth and characteristics of the Indian snacks market, highlighting major players like Lays and Kurkure, both under Pepsico. It introduces a new product, Crispybite, a multigrain dry fruit snack, along with its marketing strategies aimed at promoting health and engaging customers through social media and rural marketing initiatives. Key campaigns and promotional tactics include the Diwali special offers and interactive social media competitions.

1. integrated marketing
communication
PRESENTED BY:
NAYANA PV & JAIDEEP JOSHI

2. PRODUCT CATEGORY
SNACKS

3. INDIAN SNACKS MARKET
• Indian Snacks Market is expected to grow with double digit
CAGR in 2018 to 2024.
• India snacks market is dived between organized players and unorganized
market.
• At present Unorganized market is dominating the India snacks market.
• India Snacks Market is growing due to following factors Lifestyle Changes,
Rising Urbanization, Growing Middle Class Population, Local Availability and
Availability of Snacks in Small Package Size, Low Price.

4. COMPETITORS

5. major competitors
•It is a Snacks brand which
produces different flavours
of potato chips
• brand owned by PepsiCo
•50.2 % of market share in India.
• target market is children and
young audiences.
•Kurkure is a brand of corn puffs
•Brand owned by PepsiCo India
•60% market share in bridge category
•Target market is Children, Teenagers
and Young Adults & Families

6. LAY’S
• Lays have extensive marketing strategy
• Celebrity endorsement is one of the important
marketing channel.
• Advertisement on popular TV channels, radio, magazines, newspapers, other
print media channels is among important promotional plans of Lays.
• Lays also have high digital marketing footprint.
• brand visibility on Face book, twitter and YouTube with descriptive blogs of
product on magazines is also one of the strategies.
• Sponsoring different events like IPS and cricket .

8. • Lay’s Sponsors ‘Top Chef’ Challenge on Face book Live

9. CAMPAIGNS
“SHARE THE CHEERS”
"Do Us a Flavour”
“Smile with lays”

10. • Kurkure was specifically launched to grab the namkeen market.
• The company’s first campaign had the line “Kya karein control nahi
hota” and it created the image of appealing munchies.
• The next campaign succeeded in capturing the imagination of the nation
with its tag-line “Jo bhi khaye kha ke mast”.
• Juhi Chawla was their brand ambassador – after some years Juhi and
kurkure became synonyms of each other
• The company also launched a scheme where special gift packs were
launched during the Diwali season.

11. CAMPAIGNS & PROMOTIONS

12. Fly home free

13. OUR NEW PRODUCT

14. Crispybite
A multigrain dry fruit snack
“ Domasti be healthy”

15. Brand name : Crispybite
Logo :
Product : Multigrain dryfruit snack
Tagline : Do masti be Healthy
Caption : “celebrate togetherness”

17. BENEFITS OF CHRISPYBITE
• Protein
• help digestion.
• Whole grains can contain a lot of fibber
• lower cholesterol.
• Sources of vitamin C&B

18. PLC

21. OBJECTIVE
• To introduce a beneficial product in the market
• To inform customers about the features and benefits of the product
• Satisfy customers real wants
• Rural marketing
• To make a healthy society

22. MARKETING MIX OF CRISPYBITE
PRODUCT
• MULTIGRAIN DRY FRUITS
SNACK
Chrispybite Flavours
 Chilly tomato spicy flavour
 Cheese Onion flavour
PRICE
• 15 Rs and 30 Rs packets
• 50 Rs family Packets
• Small 5 Rs packet in rural
areas

23. PLACE
• INDIAN market
• Urban and semi urban
• Rural areas
PROMOTION
• Digital marketing on social
medias.
• Diwali special offers.
• #Meetmyfriend campaign.
• Sponsorship in reality shows.
• Rural marketing sample
distribution.
• Rural promotional programmes.

24. PROMOTIONS
Diwali special offer
***Buy 1
family pack
Get 2 chotta
yummy
chrispybite....
.

25. SOCIAL MEDIA PROMOTION
• Each packet contains one alphabet u should collect and form your
favourite persons name and stick it to chrispybite and meet
that person take a selfi and post it on our face book page..
#htppfbcrispybitez......
*** win a free pass to imagica
with your bestee*****
”Do masti Be healthy.....”

26. CAMPAIGNS
#meetmyfriends

27. RURAL MARKETING
•Rural health check-up
camps
•Awareness
programmes
•Solving vitamin
deficiency problems

30. STP
SEGMENTATION
Geographic : INDIA all metro cities, tier 1 tier 11 cities and rural Ares
Income : all income group
Age : Mainly focusing on children young adults and families
Gender : male & female

31.  TARGET MARKET
children
youth & families
 POSITIONING
Positioning as a snack which “celebrates togetherness”
and spreading happiness.
Healthy and tasty protein snack
“ Domasti Behealthy”

32. MARKETING COMMUNICATION
• Advertisements through Print medias
• Social media ( facebook page, youtube chaneel)
• Email marketing
• Advertisements in TV
• Sponsorships
• Rural marketing (paintings, banners)
• Campaigns
• Sales promotion
• Association with Health programmes

33. POP
• Salty Snack
• Tasty
• Multiple size packets
• Multiple favour
POD
• Multigrain dryfruit snack
• Healthy and nutritious
snack
• Crispy long crunch

34. AD BUDGET
social media
print media
sponsorships
rural marketing
campaigns
health programmes