1. Cheetos Overview

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withdrawn from this market and new ones are getting in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. 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. 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% 6,303
Market 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. Positive
Impact on
KPIs

7. Packaging Upgrade
Base
Innovations
Crunchy Twisted Mini Cheetos

8. 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

9. Communication Initiatives
Promotion Driven Thematic & New
Product Driven
2002-2005 2006 & on

11. Cheetos in KSA … The Adoption Era
Serengeti Chilli launch -Mini Cheetos
campaign campaign Cheese & Ketchup
- Sweatshirt /
Countertop campaign

12. Cheetos in KSA … Local Production
-
- Where is Chester?
campaign

14. Key 2006 projects ( The Tween Era)
Mini Cheetos Chester
Flamin’ Hot The presenter
Cheetos & Chester Extra cheese
Comic strip Launch

15. Cheetos & Chester Comic strip
• First to launch Comic
strip ever in the
region & wider…
• Media used
– Space Toon magazine

17. Key 2007 projects
Mini Cheetos Extra
Twisted
Cheese

18. INTERNET ADVERTISING

20. Cheetos Crunchy Thematic
Launch Support
(Chester in 3D)

21. CHEETOS CRUNCHY LAUNCH

22. 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

24. 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?

25. Thank you