Cre­at­ing a Win­ning Propo­si­tion in the Snack­ing Space

Progressive Grocer (India) - - Cover Story / Festive Focus -

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.

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