One of American president said Indians are eating too much. it might be true when you look at the companies in ready to segment in the market. This is 6,000 Cr. market in India lead by Pepsi& Co., Parle, Huldiram and etc.
In this market new player was entered 6 months back, who is the leader in candies segment with its' products like Centerfresh, Mentos,Alphenlibe and etc, PERFETTI VAN MELLE INDIA with its' product STOP NOT.
It was entered with two flavors-GLOZ, FoFos
FoFos having two flavors of Happy Tomato and Fully masala, which is a non-fried product. it is the first non-fried product in this segment. And second one is GLOZ, which is also available in two flavors of same as FoFos.
they have mentioned when to eat and where to eat also for different flavors,
Yummy Tomato: On the Go
Full masala: At your party
Spicy South: With friends
Katti Methi: At your home.
When you look at the product taglines for each flavor, they have their product for south Indians, who likes spicy food very much especially for Andhra Pradesh. They were started by introducing it in Punjab and Haryan markets, but they tested spicy south in Andhra Pradesh.
In this segment main competitors are Lays, Hippo and KurKure. But in my view these are not competitors because Lays size is different and it takes two bite to complete one piece and kurkure is different in the shape of the product. But in this case it has ring shape, which is very easy to eat in my view. I had it when i was going to home during holidays. it was OK for me.
It was succeed in differentiating from others in package. package is really good and it turn your attention as it was happened to me. Its tagline is "whatever happens". which itself saying that it is trying to position itself in the gap which was left by Lays,No one can eat just one, and Hippo. it is also differentiating in prices also with two prices- 5 and 10 rupee packets.I think this may become advantage for them, but it can easily imitate by other players.
AD link:http://www.youtube.com/watch?v=3LVCLimSkOI
When you watch the ad, it tells about "Taste to die for". Actually it was done by many brands in many segments. And it is not related to product also in my way. They are trying to get the attention of the people for getting noticed by the consumers because it is in the introduction stage. As of now it is "OK" for introduction, but when the life cycle move they should come up with performance concentrated campaigns.
Perfetti is famous for it creative ad campaigns like for Centerfresh: http://www.youtube.com/watch?v=z8s5D4sHxuY.
For this product in 4Ps, promotion is not up to the mark remaining are good. Here instead of place i have taken package, which is so attractive when compare to the other players in the market. But for promotions they can come up with creative TVC, In my way it is not a big problem for them to come up with creative TVC.
It could have come up with creative ad campaign, i don't know why they have selected this concept for the ad campaign. Lets see who will be the winner in this market. i support Lays especially Gree American salty one.
Time to wait, STOP! Time to Snack, STOP NOT may be Time to wait, STOP! Time to decide, BRAND for consumers.
Whoever reads help me to improve myself by giving comments. thanks guys next time we will discuss other topic, which is leader in current market.
In this market new player was entered 6 months back, who is the leader in candies segment with its' products like Centerfresh, Mentos,Alphenlibe and etc, PERFETTI VAN MELLE INDIA with its' product STOP NOT.
FoFos having two flavors of Happy Tomato and Fully masala, which is a non-fried product. it is the first non-fried product in this segment. And second one is GLOZ, which is also available in two flavors of same as FoFos.
they have mentioned when to eat and where to eat also for different flavors,
Yummy Tomato: On the Go
Full masala: At your party
Spicy South: With friends
Katti Methi: At your home.
When you look at the product taglines for each flavor, they have their product for south Indians, who likes spicy food very much especially for Andhra Pradesh. They were started by introducing it in Punjab and Haryan markets, but they tested spicy south in Andhra Pradesh.
In this segment main competitors are Lays, Hippo and KurKure. But in my view these are not competitors because Lays size is different and it takes two bite to complete one piece and kurkure is different in the shape of the product. But in this case it has ring shape, which is very easy to eat in my view. I had it when i was going to home during holidays. it was OK for me.
It was succeed in differentiating from others in package. package is really good and it turn your attention as it was happened to me. Its tagline is "whatever happens". which itself saying that it is trying to position itself in the gap which was left by Lays,No one can eat just one, and Hippo. it is also differentiating in prices also with two prices- 5 and 10 rupee packets.I think this may become advantage for them, but it can easily imitate by other players.
AD link:http://www.youtube.com/watch?v=3LVCLimSkOI
When you watch the ad, it tells about "Taste to die for". Actually it was done by many brands in many segments. And it is not related to product also in my way. They are trying to get the attention of the people for getting noticed by the consumers because it is in the introduction stage. As of now it is "OK" for introduction, but when the life cycle move they should come up with performance concentrated campaigns.
For this product in 4Ps, promotion is not up to the mark remaining are good. Here instead of place i have taken package, which is so attractive when compare to the other players in the market. But for promotions they can come up with creative TVC, In my way it is not a big problem for them to come up with creative TVC.
It could have come up with creative ad campaign, i don't know why they have selected this concept for the ad campaign. Lets see who will be the winner in this market. i support Lays especially Gree American salty one.
Time to wait, STOP! Time to Snack, STOP NOT may be Time to wait, STOP! Time to decide, BRAND for consumers.
Whoever reads help me to improve myself by giving comments. thanks guys next time we will discuss other topic, which is leader in current market.
if you feel you are a sport and eager to discuss and learn go ahead reading this comment:
ReplyDeleteok first lets call STOP NOT "hunger solution" segment (HS), and let’s start with the very "P" you’ve left out, 'place': this product , its mostly seen hanging in those small shops in bus stands and railway stations, vibrant and visible. so clearly its target customers there are travelers and probably it is selling that yummy tomato variant there but it wouldn’t attempt inculcating in consumers how and where to eat a snack practically, , so not just one variant but we can expect to notice more than that one (tomato something) variant in those places. I don’t think perfetti would have laid a unique distribution channel for its snack, evidently its gum centerfresh’s super penetration channel would have acted like an aladin’s mat. . plus the key accounts where the shelves are tightly packed already with lays, khurkhures, bingos, hippos and lot of other local made snacks. And on the other hand perfetti is not a great fan of giving lucrative margins to the retailers, even if it did it would be a gamble for the retailer to weigh this SBU (strategic brand unit) by the giants in snack, nevertheless it has a chance, I am thinking about that SBU which never showed its face despite vigorous TVC with Amir Khan (that not fried, baked chips. Remember?) so you see the advantage of a strong distribution channel.
Now lets jump on to (S,T,P) segmenting, targeting, positioning blah blah. Those funky packs are certainly for 50+ but these days discriminating on age is bigger a crime than racism (atleast in marketing) so lets say they segmented it the safe way unlike khurkhure and hippo they all have even the elder ones in their TVC. But for a young brand it is in the market the segmentation is acceptable. Targeting, this snack is targeted to fight the hunger but in a fun way. These days the snacks don’t know why are moving away from the core property of the pack i.e. to curb temporary hunger and it would do the brand a mountain of good if it stayed away from creative brains like parsoon joshis (the happydent jerk) and others, ads are for recall and not awards damn it!
And do you like the lays green pack, Wow! Me too, but who gives a damn?? Who? Who said spicy should be targeted at Andhra? Why, lays blue and khurkhure do they sell only in AP? Im sure this marketing genius is from IIM, :P its just that more the variants more the propensity to be brought as you said at the beginning we Indians donot need a reason to eat, we eat everything and anything unless it tastes like a piece of shit. , and yeh, one bite two bites it doesn’t make much difference.
thanks for your valuable comment and we will continue this discussion further in other topics also..............thanq once again.
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