Post on 24-Feb-2023
Group 6-
Sidharth Nikhra (32), Deepthi P (33), Mohit
Paliwal (34), Swarnima Pandey (35), Kavita P
(36)
Brand History
• Launched in 1992, Uncle Chipps was a pioneer in
branded potato chips in India.
• Market leader with 71% market share until 1998.
• Saw competition bring its market share down to 30-
35% by 2000.
• It was brought down to 0.95% by 2012.
• Originally owned by the Uncle Chipps Company Ltd, it was bought over by Frito-Lay, PepsiCo's snacks division in October 2000.
COMPETITIVE LANDSCAPE
• PepsiCo Inc enjoys 35.5% market share in Sweet and
Savoury Snacks category in 2012.
• Frito-Lay India maintained category leadership, boasting a
36.5% value share in 2012.
• In 2012 however value share decreased slightly due to the
strong competition from regional players.
• With many serious players in the market, the price-based
competition intensified and customer loyalty enjoyed by
the segment was eroded.
Geographies Categories Companies 200
8
200
9
201
0
201
1
201
2
201
3
India
Sweet and
Savoury Snacks
PepsiCo Inc 40.1 39.3 37.4 36.7 36.5 35.1
India
Sweet and
Savoury
Snacks
Haldiram Foods
International Ltd 23.0 24.2 24.1 24.1 23.7 23.5
India
Sweet and
Savoury
Snacks
Balaji Wafers Pvt
Ltd 7.0 7.2 7.5 7.9 8.3 8.8
India
Sweet and
Savoury
Snacks
ITC Group 6.6 6.7 7.2 6.8 6.6 6.9
Market Share
CONSUMER BEHAVIOUR
ANALYSIS
• Manufacturers are expected to launch new
products which are both healthy and tasty.
• Niche products like low-fat, sugar-free and
low-salt snacks are expected to gain
popularity.
• Consumers will eventually give more
importance to the ingredients used in
making the product.
• Demand is expected to come from rural areas,
which are still not saturated like the urban market.
• Growth will be mainly attributable to high sales from
snacks at lower price points priced between Rs5-10.
• Manufacturers will come up with innovative flavours
and shapes to drive sales, mainly targeting children.
Strengths 1) A strong brand name
2) Belongs to the world leader in savory snacks
3) Known to follow quality standards
Weaknesses 1) Low market share
2) Does not have a nationwide availability
3) Weak social media marketing
Opportunities 1) Product innovation
2) Capitalize on brand personality
3) Introduce new variants
4) Increase its online presence
Threats 1) Brands like Balaji Wafers, Parle Wafers, Lays, Yellow diamond
2) External changes like government taxes and policies
3) Easy product substitution
4) Lower cost competitors
SWOT
Objectives Current market share in the Wafers segment is 8.8%
i.e. approximately Rs. 602 crores, hence Uncle Chipps
needs to up its ante to compete with local brands as
well.
Product market expense needs a leverage in order to
promote the brand through advertisements
Consumer interaction needs an impetus mainly
through social and digital media as well as print
media
The youth of today needs to see Uncle Chipps in a
different light
Due to high recall value of the product, any
investment made in marketing will act as a long term
benefit.