In-depth research for Industry Analysis of the brand Too Yum! Includes topics like - Size of the Industry Size of Product Category Market share of the chosen brand Business Trends in the Industry New product launches in the industry SWOT Competition Sales Channels used in the Industry Customer Segmentation Broad Sales Plan Integrated Marketing Strategy used Direct Sales force- Roles & Responsibilities

1. Amity University, Noida
Amity International Business School
Direct Marketing
PSDA 1
Industry Chosen : FMCG
Brand Chosen : Too Yumm!
Market Share : 5% in Metros & 2% in overall snacking category
Competitor Brands : PepsiCo’s Kurkure & ITC’s Bingo Tedhe Medhe
Name of Student: Tanya Gupta Name of Faculty:
Course: MBA (IB) Dr. Sandeep Bhasin
Batch: 2019-2021
Enrolment No.: A1802019012 Date: 8 February 2021

2. Contents
S. No. Topic Page No.
1 Size of the Industry 3-4
2 Size of Product Category 4
3 Market share of the chosen
brand
4
4 Business Trends in the
Industry
4-5
5 New product launches in the
industry
5-7
6 SWOT 8-9
7 Competition 9-13
8 Sales Channels used in the
Industry
13-14
9 Customer Segmentation 14
10 Broad Sales Plan 15-17
11 Integrated Marketing
Strategy used
17-18
12 Direct Sales force- Roles &
Responsibilities
19-20

3. Size of the Industry
“India’s FMCG market was valued at 52.75 billion U.S. dollars in 2018. This was expected
to increase to 220 billion dollars by 2025. One of the reasons for the increasing market
size over the years was the growth in rural consumption across the country.”
- Statista
“The Indian savory snacks market had total revenues of $8,632.1m in 2019, representing a
compound annual growth rate (CAGR) of 21.3% between 2015 and 2019.”
“Market consumption volume increased with a CAGR of 16.1% between 2015 and 2019, to
reach a total of 2,015.7 million kilograms in 2019.”
-Stats from MarketResarch.com

4. Size of Product Category
Too Yumm! Falls under the product category of savoury snacks and according to Neilsen
report, 2019, Indian salted snack market is at Rs. 28,000 crore (3.7 Billion USD).
Market Share of Chosen Brand
As of now, Too Yumm!’s market share stands at 5% in the metropolitan cities and 2% in the
overall snacking category. They entered with an aim to target the segment of 15-35 year
olds, who are conscious about their snacking habits and are looking for healthier, low fat
alternatives and were in need of ‘Guilt Free’ snacking options.
Business Trends in the Industry
Health Conscious Consumers
In their initial research stages, the brand realised that their target audience would be young
and middle-aged people, who are moving towards healthier and more conscious choices of

5. food and snacking. These days we all need something to munch on, while binge watching at
home and people, especially in metropolitans have become extremely conscious about what
they consume and are becoming more worried about their waistlines. People are switching to
low fat, non fired options that are also known as ‘guilt free’ snacks.
Taste along with health
However, Too Yumm! Was not the only brand that spotted this need in the market. Saffola
Zest, Parle Hippo and Lays baked also came up with their version of healthy snacking chips
but failed, mainly due to their inability to make their products tasty as well.
That is how Too Yumm! Realised that there was a need to not just make their products
healthy but also tasty. They went ahead with the more traditional flavours like Desi Tadka
Wheat Thins and Tandoori Foxnuts.
Organic Options for kids
When it comes to growing kids, parents are especially concerned about their nutrition intake.
This has led to a lot of parents switching to organic options, which help improve their
children’s memory and concentration and provides them energy for the entire day.
Snacks like Too Yumm! Offer just that, for the parents and also act as a healthy substitute
for in between meal time and avoid overeating.
New Product Launches in the Industry
S. No. Product About the
Product
Pictures
1
Aliva
By Frito-Lay
India, Snack food
division of
Pepsico.

6. Aliva is a baked
snack made from
lentils and wheat.
2
Conez
By Ghodawat
Consumers
Product LLP
(GCPL).
Launched in two
different flavours
‘CONEZ
Tomato’ and
‘CONEZ Tikka
Masala’
3
Treatos
Bikano has
launched two
variants of
multigrain chips
for health
conscious food
lovers and
patrons.
4
Mr. Makhana
Roasted, crunchy
snacks, act as a
substitute for
unhealthy snacks
5 By Rite Bite
Made from
mixed herbs &

7. Max Protein
Chips
spices, milk
solids, and flour
blends, this
gluten-free 7-
grain protein
power snack
strikes the right
balance between
taste and health.
6 Karare By Too Yumm!
the tagline
‘Andar se tedha,
bahar se seedha’,
wanted to portray
that from the
inside they look
like other fried
snacks and have
a similar taste,
but from the
outside, they are
healthy.
7 Kurkure
Twistkeen
By PepsiCo’s
Kurkure.
After extensive
market research it
was found out
that customers
are looking for a
contemporary
twist in their
namkeens, which
is why Kurkure
came up with
Twistkeen, which
is actively
challenging
Haldiram’s now.

8. SWOT Analysis
One of the biggest strenghts of the brand is that they positioned themselves as a combination
of healthy and tasty, targeting the youth (15-35 years) mainly in the urban areas. Getting
Virat Kohli on board, especialliy just after he ended his endorsement agreement with
PepsiCo. It had generated a lot of gossip, as Kohli specifically mentioned that he would not
like to associate with a brand that he does not actually use. So him being a fitness icon for
the nation and associating himself with Too Yumm! Increased the credibility of the brand.
The brand’s biggest weakness is that they are just offering 1 kind of product at the moment,
whereas its competitors are offering a wide range of products, including protein bars, chips,
shakes and what not. Also, Indian market is well known for our Rs. 5 and 10 value chips
packets. Too Yumm! Has set their prices a bit higher for a large packet, which is not very
• Balance b/w tasty &
healthy
• Roping in Virat
Kohli as their brand
ambassador
• Disruptive marketing
ideas
• It’s still just 1 type of
product (savory
snacks)
• Higher price for large
packets
• Left behind in rural
markets
• High inclination
among youth for
healthy snacks
• Launching new
range of products
like protein bars
• Acquired Apricot
Food, Gujarat
• PM Modi’s Fit India
Movement
• Consistently
maintaining their
position as similar
products are coming
up
• Need for continuous
innovation of
products

9. practical. They also set up stalls at college fests, however their expensive options posed a
problem for them there, as the students have a limited purchasing power, especially those
from out of town.
Other than that, they still don’t have a very strong hold on the rural market, as the consumers
in those areas as not as health conscious.
But there are plenty of opportunities, to gain from, eventhough the rural consumers are not
health conscious, Too Yumm! Offers Indian flavours with the products named accordingly
as well, which will provide a sense of familiarity to the consumers.
In the urban areas there is a growing demand for organic, healthy, low fat, non fried, fat free
snacks, to munch on, in between meals and this brand has been capturing this segment
brilliantly. Too Yumm! Managed to create a name for itself in just 2 years of existance.
Also by acquiring Apricot Food, a company based in Gujarat, it has opened way for
acquiring skilled labour at cheaper cost.
PM Modi’s Fit India Movement has paved way for the brand to endorse themselves through
sports and cinema celebrities and create a higher awareness among the consumers in general.
However, there are certain threats that the brand faces, like the category in which they are,
there is a plethora of varieties and options. Several brands are coming up with their healthy
variants in every kind of category possible, everyday, therefore there is a constant need for
innovation and to extend their product line to ensure customer loyalty.
Competition
(Direct, Substitutes & Future Competition)
According to a recent survey, the Indian FMCG industry in snacking category stands to
become more than INR 1 billion by the end of the year 2024. The competition is extremely
intense in the industry with a total of Rs. 28,000 crore value. Various brands are reviewing
their marketing strategies to give each other competition and sustain their growth in the long
run as well.

10. Too Yumm! Faces severe competition from well established brands that have been
prevailing in the market for many years, as well as new entrants in the market.
Too Yumm! Wasn’t the first brand that studied the market and saw a major market for
healthy snacks. Many brands failed as well, but the competition is still on.
Story of failures
Brands like Saffola, Lays and Parle also came up with their healthy variants in the form of
Saffola Zest, Lays Baked and Parle Hippo, respectively. But failed to succeed, majorly on
the basis of ‘lack of taste’ factor and were forgottten.
Too Yumm! Biggest competitors to date are :
-PepsiCo’s Kurkure
Holds a 27% market share and is coming up healthier options like Kukure’s
Multigrain Variant.
-ITC’s Bingo Tedha Medhe
Holds around 31% of market share in bridge snack segment.
However, Haldiram is the market leader in the snack cateogy, eventhough they only deal in
namkeen segment and therefore aren’t a direct competition to Too Yumm!.

11. The situation analysis of Too Yumm!’s competitors is as follows :

13. Sales Channel(s) used in the Industry
FMCG snacks companies in India use distribution methods like: ‘from the company to the
distributors’ (primary sale channel) or ‘from company to distributor to retailer’ (secondary
sale channel). According to a partner at Deloitte Consulting “Products go from brands’
manufacturing facilities to their Distribution Centre (DC), on to C&F agents in each state,
on to the hundreds of Distributors (DB) in that state, and finally on to the retailers, where
consumers/shoppers purchase them.”. This is a pretty consistent way of doing business in
the snack industry, as till date it is dominated by Kirana Dukaans ( Mom & Pop shops), with
a 90% share.

14. The evolution of the distribution system can be broken down into 4 categories :
1. Distribution 1.0 (1950-80)
2. Distribution 2.0 (1980-2000)
3. Distribution 3.0 (2000-18)
4. Distribution 4.0 (Reimagining FMCG Distribution for 2030)
India’s retail share is expected to get doubled to $700bn within this decade, with
GT/kiranas still dominating the market share in metros, but falling down to 50%. Also,
a lot of them are predicted to get an update and look a lot like MT. MT will see growth
and are expected to have a share of 20-30% by 2030.
E-commerce is the most rapidly growing sector, especially post covid, with a high
growth of digitization and easy access to internet and smartphones. E.g. Amazon has
started their pantry and sell products like chips, biscuits, even fruit and vegetables.
Customer Segmentation
Customers from different economoic
segments
Urban health-conscious customers with
higher spending power
Young & middle aged customers (15-35 year
old)
CUSTOMER
SEGMENTATION
OF
TOO
YUMM!

15. Broad Sales Plan
(by the brand & competitors)
For Product Innovation and Improvement
Too Yumm! Has been trying to position their product as mainstream and reinforcing their
value proposition, whereas Kurkure started working on their masala and reinventing it. Also,
Kurkure faced major backlash from the consumer when they got to know that they have
plastic in their product and worked to correct that wrong as well. To rebuild their credibility
Kurkure packages now contain their ingredients in much more explicit manner. Similar to
Too Yumm! They also spotted a shift in consumer habits and reduced salt content in their
product for health conscious consumers.
PepsiCo being the market leader faces major challenge. Even Kurkure has decided to revamp
itself and highlight local flavours and make the packaging more regional. After extensive
market research it was found out that customers are looking for a contemporary twist in their
namkeens, which is why Kurkure came up with Twistkeen, which is actively challenging
Haldiram’s now.
Similarly, Bingo has increased their fibre and protein content in its new launched like Bingo
Starters (baked chips). Both Too Yumm! And Bingo have the same value proposition, i.e.
‘Tasty yet healthy light bites’. Bingo is trying to position its brands as ‘full of protein’
(unlike other brands) in the minds of its consumers.
For Pricing and Distribution
Too Yumm! Entered the market with 2 basic offerings – multigrain chips and veggie sticks,
priced at Rs. 15 and 20 resp., which according to the Indian market’s standard is a bit on the
pricey side and has a premium imagery. This led to the brand not getting acceptance by the
masses, especially with the college students (who they wanted to target), as they have a
limited purchasing power, especially the student coming from other towns.

16. From the retailers’ P.O.V. also the products didn’t do so well initially as the flavours were
unknown and unfamiliar.
Whereas, Kurkure had flavours that were local and the packets were available at Rs. 5,
which was much more attractive to the customers.
Brands are looking to expand into the rural areas, as India’s consumption of savoury snacks
is much higher in the rural sector. That’s why Too Yumm! Planned to enter the rural market
with Rs. 5 packets and deepen their rural distribution channels.
Similarly, Kurkure is also distributing their Rs. 5 packets in rural and semi urban areas along
with larger packets priced at Rs. 35 and 60 in urban areas.
On contrary to the above brands, ITC’s Bingo already had a well developed distribution
system set in rural and semi urban areas, as since the beginning they kept their prices as low
as Rs. 5 and 10 and have been maintaining them since.
Also, all three of these brands are now selling online on e-commerce platforms like Amazon
as well.
For Promotion
Too Yumm!’s biggest promotion strength is having Virat Kohli as the face of their brand. He
is an epitome of fitness, health and modernity, which the brand wants to portray.
Other than that, they took their competition by the horns, when they launched ‘Karare’ with
the tagline ‘Andar se tedha, bahar se seedha’, which is in direct contrast to Kurkure’s tagline
‘tedha hai, per mera hai’. Too Yumm!, with Karare wanted to portray that from the inside
they look like any every fried snacks and have a similar taste, but from the outside, they are
healthy and safe for consumption.
Kurkure had Juhi Chawla promoting their product, giving it an image of bubbliness and
enjoyable by the whole family. They also roped in various other celebrities like Parineeti
Chopra and Tapsee Pannu. They have established themselves as a fun brand that can be

17. enjoyed by the whole family and chosen to keep that image constant. Even with their new
Kurkure Twisteen, a namkeen brand they decided to go with the same value proposition
instead of creating a whole new imagery for it.
Keeping in line with this celebrity culture, ITC chose Ranvir Singh to be their brand
ambassador and decided to build on his existing image in the minds of the consumers, i.e.
quirky, unique, fun and bold.
Integrated Marketing Strategy used
(ATL & BTL)
Being a snack brand they needed such a personality to be the face of their brand, who the
public was familiar with and could relate to. Virat Kohli had also previously shared that he
will only endorse those brands whose products he himself uses and that is exactly what he
did. He tried Too Yumm! For 2 months before signing the contract with the brand. Kohli
being the fitness icon of the country really worked well in the brand’s favour.
Initially, advertising efforts were majorly focused towards the masses (ATL marketing
strategy) and was more traditional in nature. Too Yumm! Came up with funny TV ads and
showed how their products are similar to the fried ones in the taste, but are a healthier
substitute.
It was a 4 part ad, showing the 4 flavours of the product.

18. However, for targeting the youth they had to advertise the brand differently, as means of
mass advertising were not very effective. These days the youth hardly watches TV and there
is always an option to skip the ads on OTT platforms. It was observed that the youth is
influenced by their peers and the conversations they have on social media.
So, they adopted a BLT marketing strategy, where in order to create a buzz on social media,
Too Yumm! Reached out to students and office goers, outside their college or office
buildings and asked them to take a picture in front of a mobile van, with posters of the brand
and post it on their social media accounts with the hashtags #EatLotFikarNot and
#LookTooYumm and distributed various flavours of the product to create a hype.
They also set up stalls at college fests, however their expensive options posed a problem for
them at the college fests, as the students have a limited purchasing power, especially those
from out of town.

19. Direct Sales Force – Roles & Responsibilities
I. B2B
Role and responsibilities of the Direct Sales force is two-fold when it comes to Business to
Business dealing, and is as follows -
A) Wholesalers & Distributors : Brands like Too Yumm! Sell to wholesalers and
distributors, act as ‘area managers’ and they are incharge of the particular regions
assigned to them. These area managers further deal with sellers (retailers) and push the
product forward. The company also hires managers of their own.
B) Big Brands: like Big Bazaar, 24Seven, Lots etc. FMCG brands also sell directly to big
chains, as they buy in wholesale and bulk, which allows brands like Too Yumm! To
manage inventory and make quicker and larger profits.
II. B2C
FMCG brands as a part of Business to Consumer sales, hire salesmen, who work under the
wholesalers and distributors. Further areas are divided among them as well and they go to
Direct Sales
Force
B2B
Wholesalers &
Distributors
Bigbazaars,
24Seven, Lots
B2C
Salesmen

20. Kirana shops (mom and pop shops), hotels, restaurants etc. and provide them with incentives
as well. The more volume these shops purchase, the more discount they receive from the
company.
However, big brands like Big Bazaar are priority clients for the brands, as they buy in bulk
and if there is even a slight lag in their delivery, the brand might end up losing their sale to
their competitors.
Other important roles and responsibilities of direct sales force are-
i. Making sure that the products of their brands are displayed prominently in the shops,
on the racks and windows
ii. They also need to explain to the shopkeepers about the various features and USPs of
the product, so they know what to tell to the customer when they inquire about the
same.
iii. Branding – Market research is an extremely important task carried out by the sales
force. They need to do extensive study on various locations, sellers, shops, etc. that are
most attractive and optimum for the brand and will end up making more sales.
This will include selecting the prime locations for setting up fliers, posters,
distributing pamphlets and brochures, handing PR packages, etc.
iv. Companies also hire people who roam around in market places, malls, Big Bazaars,
24Sevens and other such places with regular foot-fall and hand out free samples, for
customers to try out.
v. Sales Promotion – A lot of times brands arrange for their own salesmen at shops like
Lots, Big Bazaar, who are the brand’s employees and they go around telling the
shoppers about various schemes that the brand is offering, like buy 2 get 1 free.