LAUNCHPA

D 4.0
Team Spark :

Ashutosh Singh – 2310016

Dhruv Seth - 2310025
Divya Agrawal - 2310027
Shruti H. Bannalikar - 2310069
 Go-to-market Strategy
Segmentation
Demographics Targeting
Primary Target
Positioning
Point of Parity (PoP):
PRODUCT PRICE
• Age: 18-35 years old • Variety : Launch varied chip Competitive Pricing : Priced
• Urban and semi-urban • Traditional/ethnic
• Location: Urban and flavors—Cream & Onion, Classic against market rivals, including
consumers aged 18-45. snacks, nuts, and
semi-urban areas Salted, and Masala—to suit diverse Lays & Haldiram’s for all the 3
• Individuals with a sweets similar to the
across India preferences. flavors.
moderate to high major players in the • Quality: Highlight Crunchies'
• Income level: Middle to Price Bundling and value
income. market.
high-income earners snacks for their top-notch quality packs: On purchasing a 50Rs
• Eco-conscious • Emphasis on taste and
Psychographic and taste, ensuring our new chip packet of 3.
consumers who quality comparable to
• Lifestyle: Targeting products exceed customer
prioritize sustainable industry standards.
individuals who lead expectations. Quantity (gm)
practices.
busy lives and seek Price (Rs)
• Snack enthusiasts Point of Difference Lays Balaji Crunchy's
convenient yet high-
seeking a blend of (PoD) 5 11 12 13
quality snack options.
traditional flavors with • Differentiated through 10 23 30 25
• Values: Attracting
a modern touch. eco-friendly packaging, 20 42 52 53
environmentally
setting it apart from 50 90 - 112
conscious consumers
Secondary Target competitors using
who value eco-friendly
• Young adults conventional plastic.
practices and
experimenting with new • Revolutionizes PROMOTION PLACE
sustainable products.
snack options. traditional snacks for Innovative Eco- Packaging : Distribution Channels :
Behavioral
• Health-conscious today's changing Introduce chip packets that grow • Third-party distributors
• Pitching Crunchies as
consumers open to consumer tastes. plants, showcasing this with interactive • Online sales
snacks for any
unique and healthier • As a newer entrant, content to connect our brand with the • Retail Partnership : Partnerships
moment: daily
traditional snacks. can emphasize environment. with retail giants, supermarkets,
munching, parties, or
• Those looking for gifting freshness and a Social Media Campaigns: Launch and convenience stores to broaden
gifting.
options with an contemporary brand social challenges urging users to plant Crunchies' chip products' offline
• Drawing in new
emphasis on image. chip packets. Boost with branded presence.
customers seeking
sustainability. hashtags, feature user content on • Adding value added packs and
unique snacks while
retaining loyal ones Crunchies' platforms, and amplify the price bundling in major
who love the brand. $9.95 community bond. 🌱 #CrunchAndGrow Supermarket Giants and Modern
TAM The savoury snacks market in India, 2022
Bn Trade with attractive offers
Introduce a QR code inside the 50Rs
SAM Within the snacks market, the chips/crisps category
$2.5 packet, providing a cash Back of up to • E-Distribution: Maximize
makes up around 25% based on industry data Rs 100 Crunchies' online presence by
Bn
SOM partnering with e-commerce giants
$0.5 20% of SAM Retail in-store appeal: Prominent like Amazon, Big Basket, Instamart,
Bn promotions showcasing sustainable Zepto, and optimizing our website
packaging. Eye-catching displays, for increased product availability
 Route-to-market Strategy

Distribution Route Logistics and

Channels Optimization Warehousing
Warehouse locations to
Direct-to-store Third-Party Distributors Online Sales Implement route ensure quick product
optimization software to delivery
design effective delivery
routes. Partner with logistics
providers to handle
Analyze data to pinpoint transportation & ensure
problem areas and product safety.
streamline delivery
Target Retailers Partner Selection Online Marketplaces schedules. Keep enough inventory on
• Supermarket chains (Big • Collaborate with • Partner with leading online hand to accommodate
Bazaar, Reliance Fresh, D-Mart) established distributors marketplaces like Amazon, changes in demand.
• Convenience stores (7-Eleven, with strong networks in Flipkart, and BigBasket.
Amul Cool Spot) the target areas. • Ensure product availability Performance Success
• Modern trade stores (Metro • Negotiate favorable & competitive pricing on Monitoring
Analyze data to identify
Measurement
Track key performance
Cash & Carry, Walmart) terms, including volume these platforms. indicators (KPIs) such as
• Kirana stores in high-traffic discounts and • Leverage online marketing trends, understand sales volume, market
areas performance incentives. tools offered by customer preferences, and share, brand
marketplaces. measure the effectiveness awareness, and customer
Merchandising Performance Sales Team
of RTM strategies. satisfaction.
• Provide retailers with Management • For building relationships
branded displays, shelf • Monitor distributor with retailers, negotiating
Make data-driven Compare performance
talkers, and promotional performance through contracts, and managing
adjustments to optimize against industry
materials. regular sales reports and inventory.
the RTM strategy and benchmarks and set
• Utilize data analytics to audits.
improve sales realistic but ambitious
optimize product • Implement performance-
performance. goals.
placement and ensure based incentives to
visibility. motivate distributors.
 Cost Benefit Analysis Response to Haldiram’s new chip product line

Sales
Production Marketing Distribution Total Cost
Variant Price (₹)
Cost (₹)
Volume Revenue (₹)
Cost (15%) Cost (5%) (₹)
Profit (₹) "Plant a Tree with
(# packets)
Every Crunchies
Simply Salted 5 2.5 10,000 50,000 7,500 2,500 12,500 37,500 Partner with
Packet" a reputable tree-
Initiative
planting organization to plant
Simply Salted 10 5 10,000 1,00,000 15,000 5,000 25,000 75,000
a tree for every Crunchies
Simply Salted 20 8 10,000 2,00,000 30,000 10,000 48,000 1,52,000 packet purchased. Display this "Crunchies Green
Simply Salted 50 20 10,000 5,00,000 75,000 25,000 1,20,000 3,80,000 initiative on packaging and Rewards” Loyalty
promotional materials. Implement a loyalty program
Masala 5 2.5 10,000 50,000 7,500 2,500 12,500 37,500 Program
where consumers earn points
Masala 10 5 10,000 1,00,000 15,000 5,000 25,000 75,000 for recycling Crunchies
Masala 20 8 10,000 2,00,000 30,000 10,000 48,000 1,52,000 packets and making other
eco-friendly choices. Redeem
Masala 50 20 10,000 5,00,000 75,000 25,000 1,20,000 3,80,000 points for rewards such as
Classic 5 2.5 10,000 50,000 7,500 2,500 12,500 37,500 "Crunchies Green tree-planting credits, eco-
Classic 10 5 10,000 1,00,000 15,000 5,000 25,000 75,000 Pledge" friendly merchandise, or
Launch a social media discounts on future
Classic 20 8 10,000 2,00,000 30,000 10,000 48,000 1,52,000 Challenge:
challenge encouraging purchases
Classic 50 20 10,000 5,00,000 75,000 25,000 1,20,000 3,80,000 consumers to make a pledge
to adopt at least one eco-
Marketing Strategy Budget friendly habit in their daily
Brand Awareness and Acquisition
Allocation lives. Share inspiring stories of "Crunchies Eco-
Customer Engagement and individuals, families making a
Retention
Digital Marketing (35%): Social media Ambassadors"
Partner with social media
campaigns, influencer partnerships, targeted online difference for the planet.
20% ads, SEO. Program
influencers and
Loyalty Programs (10%): Set
environmental advocates to
up a rewards program offering Public Relations and Events (10%): Press
exclusive discounts for repeat
promote Crunchies' eco-
releases, media outreach, blogger collaborations,
customers. 50% friendly packaging and tree-
product launch events, sponsorships at relevant
festivals or sports events. planting initiative. Encourage
Social Media Community 30% "Crunchies Green influencers to share their
Management (10%): Engage
followers by hosting contests,
Packaging and Point-of-Sale (5%): Eye-catching Pledge" experiences with Crunchies
designs, clear messaging highlighting healthy and
sharing user-generated content, Create and share educational
Challenge: and inspire their followers to
sustainable aspects, and promotional displays in
and running giveaways. Performance Marketing and Optimization content on Crunchies' social make eco-conscious
stores.
Data Analytics and Reporting (10%): Track website media channels and website, decisions.
Email Marketing
traffic, social engagement, sales, and feedback to gauge highlighting the importance of
(10%): Newsletters with product
updates, promotions, recipes, & campaign impact. sustainable packaging, tree
valuable snacking content. planting, and other eco-
A/B Testing and Optimization (10%): Experiment with
various ad elements to find what connects best with our friendly practices.