Creating a Winning Proposition in the Snacking Space
Company Profile: AFP Manufacturing Co. Pvt. Ltd., incorporated in the early 1980s, has been a pioneer in establishing a tradition of delivering delectable namkeens and snacks to the Indian market. Brand: Munchhonn Gifting Portfolio: AFP is a leading name in the Indian snacks industry and is into manufacturing all types of namkeens and snacks such as Bikaneri bhujia, aloo bhujia, Punjabi tadka, navratan mix, khatta meetha, chatpata mix, magic mix, royal treat, moong dal, chana dal, peanut, nut cracker, extruded snacks, rings and puffs, pasta, nautanki, wheels & diet mixture, jhal muri and many more high quality products. Munchhonn will be available in all new and more attractive looks with improved taste and quality for the palate to keep loved ones smiling during this festival season. The brand will also be available at special price points of Rs. 5 and Rs. 10. Then, the special family pack will be an added attraction during this festival season also. A very special premium pack range at Rs. 15 will be launched this festival season to cater to the long awaited demand of customers. The Diet range will come with 25% extra quantity as a limited period offer.
Distinctive Vision for Product Line: Consumption as well as gifting of namkeens and sweets is an old tradition during the festive season, which sees a significant spurt in sales during the period. Adaptation of region-wise flavors of local tastes will help to match demand and supply.
Product Classifier: Munchhonn’s attractive packaging and its products that are soft, chewable, spicy, and also come with offers of freebies are a big hit with kids, teenagers, and adults. Kids are always ready to adopt Munchhonn’s new flavors and due importance has been given to this aspect with offerings of new Indian and Western flavors. Teenagers, being health conscious, are also attracted to the healthier and high-grade (low fat and baked) products, and the brand’s new offerings hold a special attraction for them. For adults, Munchhonn’s price preposition is the main attraction and they are satisfied with their money spent well. The brand’s higher quantity offering forms a key consideration in adult’s choicemaking and gives the brand a value for money appeal. Retail Approach and Channel Focus: Currently, Modern Trade contributes approximately 7% of its overall sales. The major percentage of sales comes from General Trade with some share coming from online channel partners. Therefore, in the first phase, the company will be concentrating more on General Trade followed by Modern Trade. The company believes that the snacks category’s share contribution to retailer’s overall sales/ margins has been increasing leading to greater willingness on the part of retailers to allocate more shelf-space and give more weight to the category through smart combo offers, etc. At the same time, it feels that organized trade needs to develop a fair understanding of reasonable margins from the category.
Brand Connect: Attractive packaging and better quality products backed with ATL/ BTL activities and promotions in electronic channels to reach out to all consumer segments. For online buyers, the brand has special tie-ups with some leading online retailers. The brand will also run exciting contests for shoppers to win special prizes. Besides, the brand is planning to offer “extra” at the same price and will be offering 20% extra promotional quantity to its customers during this festival season.
Target Demographic: Kids, teenagers, and adults.
Our innovation approach identifies what consumers say they need as well as the needs they haven’t articulated yet. This festival season will also see many more attractive offers backed with ATL/BTL promotions in electronic channels. — Manoj Gupta Executive Director, AFP Manufacturing Co. Pvt. Ltd.