This document analyzes potential opportunities for communication strategies regarding competitors in the snacks and sweets market. It identifies key competitors such as Fritolay and traditional food outlets. It notes competitors have diversified communication, wide product lines, and distribution networks. The target market includes exports, metro and tier 2/3 city food chains targeting adolescents to older adults. Communication objectives are to increase category demand, awareness, and repeat purchases. Potential opportunities include targeting new demographics, geographic areas, product lines, and B2B markets. The marketing budget allocates 35% to advertising, 15% to promotions, and 50% to trade promotions. It recommends improving multi-media advertisements, pulsing communications, event marketing, expanding smaller outlets, and

1. Tentative Opportunity Analysis
For

3. Competitors
• Fritolay, ITC, Parle (chips)
• Fritolays-Lehar, Bikaner (Mixtures)
• HUL- Kissan, Gopal Ji, Hamdard, Fun Foods,
Mapro, Kraftfoods- Hershey’s (Flavoured
Syrup)
• Traditional food outlets & sweet shops on
local level.
• S&A Foods (Sweets)

4. Competitor Analysis
• MNC’s with high and diversified
communication.
• Competitor’s Wide SKU’s and product line.
• Competition has Wide and penetrated
distribution network.

5. Target Market
• Geographic—
– Mainly exports.
– Food chain in metro 2tier and 3tier cities.
– SKU’s present in all major TT’s and MT’S
• Demographic --
– Adoloscents
– GenX
– Young Boomers
– Old boomers
NOTE: Looked upon as a provider to the affluent segment .

6. Communication Objective
• Increase category demand.
• Awareness through presence
(distribution).
• Repeat purchase.

7. Opportunity For Communication
Strategies & Tactics
• New segment
– Demographics (people in late 50’s to 70’s) with
products such as Sugar free Sweets and Low
cholesterol mixtures.
– 2 and 3 tier cities with Ice-cream carts invading
HUL’s market.
• Geographic
– Entering new geographies which are highest in
terms of convenient food consumption.

8. Contd…
• New product line
– Sugar free ice-creams and sweets.
– Products according to local needs of the
international geographies.
• New B2B markets
– Institutions – hotels, pick n moves, offices,
schools, colleges.
– Airline catering.

9. Marketting budget
• Advertising – 35%
• Consumer promotions – 15%
• Trade promotions – 50%

10. Opportunity for Communication
• Lacks in multi-media advertisements.
• Pulsating communication needed.
• Huge potential for communicating through
events.
• Should enter through its smaller food chain
outlets in sub-urbs as well.
• Need to work on extensive visual
merchandising(they are present but not
visible).

11. THANK YOU