Brand: Too Yumm!
Company: Guilt Free Industries ( Sanjiv Goenka Group)
Brand Analysis Count :# 584
Company: Guilt Free Industries ( Sanjiv Goenka Group)
Brand Analysis Count :# 584
Too Yumm! is a build which created a lot of involvement during the IPL 2018. This is a novel build from the RP-Sanjiv Goenka group. It's for a long fourth dimension such a big ticket launch is happening inwards the FMCG space.
Indian salted snacks marketplace is worth Rs 23000crore every bit per Economic Times. The salty snacks marketplace is farther divided into next sub-segments; Republic of Republic of India namkeens valued at Rs 9500 crore, Potato Chips valued at Rs 5500 Crore, Extruded snacks valued at Rs 4300 crores as well as Bridges valued at Rs 3400 crore. (Read the ET study here)
Too Yumm! is positioned every bit a good for you lot alternative to the existing potato-based chips dominated yesteryear Lays. As Republic of Republic of India moves towards to a greater extent than good for you lot snack options, the novel build aims to get got wages of this trend.
Since Too Yumm! is fighting the giants similar Pepsico, the build has taken an aggressive stance. It has roped inwards the Indian cricket squad captain Virat Kohli every bit the build ambassador. Virat was of late inwards word for declining to renew the Pepsi contract. He has taken a opinion that he would endorse solely products which are promoting skillful health. (Source: NDTV). So getting Virat to endorse Too Yumm! is a big coup of sorts.
The build is positioned every bit a guilt-free good for you lot tasty snack. The introductory promotion was rattling loud inwards conveying the message of a guilt-free snack.
The build uses the tagline " Eat Lot, Fikar Not" as well as the terms " Fikar Not" is retained inwards the subsequent campaigns which agency worry not. The build after followed upwardly amongst the launch of multi-grain chips which has the proffer of baked non fried benefit.
The ads every bit good had around stupor value amongst a fitness ikon similar Virat endorsing chips as well as every bit good the visuals showing him non-stop munching. In the after business office of the ads, the endorser clarifies on the good for you lot nature of the product.
In a marketer's perspective, the build has ticked all the correct boxes. The companionship has plenty cash to forcefulness out inwards promotions. The build has chosen the correct build ambassador as well as the positioning is every bit good relevant inwards this environment. The build is every bit good priced at par amongst the going rate. Currently, the build is available solely inwards select cities.
The challenge for the build is to sustain the differentiation. The proffer of a good for you lot snack is non defendable since the challenger tin easily launch their ain versions. Secondly, the momentum contributed yesteryear the high profile build ambassador is every bit good non a long-term solution.
Too Yumm! is all poised to ride the good for you lot snack nutrient tendency for now.
