This ppt is made on failed Indian product. The product taken in this ppt is Parle Monaco Smart Chips. This ppt is made for education purpose only.

1. Parle SMART CHIPS
Prepared By :
Mohit Mahajan
Monika Bhat
Diksha Wali
Prerna Koul
Abhishek Sharma
Presented to :
Ms. Nazli Ali Watali

2. •Parent Company : Parle
•Category : Wafers
•Sector : Food Products
•Tagline/ Slogan : Smart khao smart raho;
Ab taste ka maza bina dare
•USP : Not fried chips

3. STP
•Segment : Health conscious people
•Target Group : All age groups Lower,
middle class people
•Positioning : Wafers for people who want
to be healthy

4. Strategies

5. Product strategy
Parle Monaco recently entered the chips segment with
its healthy variant called “Smart Chips”. Realizing the
recent market trend of being more ‘health conscious’,
Parle, through Smart Chips has carved out its own niche.
Highlighting it’s USP (Unique selling proposition) of
being baked rather than friend. Smart Chips comes in 4
different flavors:
•Simply Salted
•Tangy Tomato
•Crazy Chat
•Macho Masala

6. Pricing strategy
Similar to competitors, Smart Chips comes in
two SKU’s. Rs. 5 for a 25 gm pack and Rs. 10 for
a 50 gm pack

7. Promotional strategy
 The ad campaign, handled by Thoughtshop
Communications, features Aamir Khan
advocating the benefits of baked chips over the
fried ones taking a subtle shot at competing
brands
 The ad highlights the USP of the product in
a humorous way without sounding to preachy
or serious, which enables it to stand out from
the clutter.

9. Distribution strategy
 Being a veteran player in the food and
snacks segment, Parle already has a well-
established framework of distribution through
its biscuits and other snack offerings. This has
enabled Parle to distribute Smart Chips
effectively, reaching millions of retail outlets.
 Thus, with the advent of Smart Chips, Parle
has carved out a small niche for itself aimed at
the health conscious snack-lovers. However, it
remains to be seen how this product performs
in the long run.

10. SWOT Analysis

11. Strengths
1. Excellent branding and advertising.
2. Excellent distribution and
availability
3. Celebrity brand ambassador
4. Low fat chips
Weakness
1. Many competitors in this segment.
2. Not too many flavors
3. Storage issues
Opportunity
1. Leverage successful brand Parle
2. Advertise more
3. Buy out competition
4. More Brand recognition
Threats
1.Threat from local substitute snacks.
2. Peoples resistance to change.

12. Reasons for failure of the product
1. People's resistance to change
2. Competition from other major players like Lays, uncle
chips and local markets too.
3. Advertisement
4. Forgot to make it ‘fun’ to eat.
5. Indians cautious about taste rather then health.
6. Indians follow the policy of ‘chalta ha’ when it comes to
food which is not consumed regularly.

13. Recommendations:
1. Company should have launched more types of flavors.
2. Different types of advertisements should have been
used to attract different age groups.
3. Should have presented the healthy chips concept in
different ways.
4. Should have studied the market and the customers
need more efficiently and properly.

14. Conclusion about the Product
Parle tried to come up with Monaco smart chips, roping in
Aamir Khan as brand ambassador. Smart chips were in direct
competition with Aliva. The complete focus of the product was
on health and the other way to present the product were
ignored. It was ignored as a healthy option (baked) of evening
snack; fun-filled snack that was the need for the Indian palette.
The failure of Monaco smart chips highlight the fact that being
healthy is a quality which will help to increase sales, but it can’t
be the only point of attraction in a product.
One thing is pretty clear. The focus of the company should be
on product that are healthy at a reasonable cost, but at the
same time offer a taste that is appreciated by Indian
consumers.

15. Our Overview
"While consumers talk a lot about healthier options, they are
still to really warm up to the idea.
"The learning for us in the case of Monaco Smart Chips was,
consumers are willing to cut down on frequency of
consumption but won't give up on taste."
Health and wellness have been the most talked-about subjects
in the food and beverages industry in recent years due to an
alarming rise in obesity, diabetes and other lifestyle diseases,
forcing companies to put nutritional information on food packs,
stop promoting unhealthy food and introduce healthier items.
But the Indian buyer is not walking the talks on healthy food
habits and the Indian consumer's health habits haven't yet
evolved“ because we already know
“ ki SAB CHALTA HAI ”

16. Any
Questions/ Doubts/Suggestions

17. Thank You