Super Crisp Comeback in Market

Super Crisp Comeback

Short Summary

In snacks sector ( potato chips ), once super crisp was a market leader but then after entry of lays, super crisp market share decreased.

Their product availabilty portfolio started decreasing in past years

Products of super crisp :

Twister, Dino munchies, Peanuts, Nimko, Catty chins and Super crisp etc

although Corn chips sales were good such as catty chins and other etc

Same for peanuts, daal etc

But Potato Chips sales was not that good what it should be

but by the end of 2019., Things started changing

so what totally happened in this time frame from 2019 to 2022.

that today super crisp potato chip has done a great comeback.

Sales are now better.

So first of all

- Relaunching of supercrisp brand by changing packaging and making it more attractive and bright color. As compared with old dull packaging

- Strong Marketing campaign.

- Other than focusing on BBQ flavor

Addition of new flavors such as "sweet chilli ", "Salted", "Masala".

- Increased grammage of chips making it more thick and crispy .

- super crisp chips became more dry rather than oily in past.

- All chips in packet are neat and no burned chip.

- Promotional campaigns and merchandising.

- Better trade discounts.

- Focusing on Bigger packaging more Rs 50/60 packaging

-Use of sales automation softwares to ensure proper visits of order bookers to Retail shops

- Ensuring visibility and availability in Retail shops. ( efforts to increase rack share in GT , TUC shops and LMT stores through trade discounts and frequent constant visits )

Results

-The sales started to increase

- Better brand name in mind of consumer

overall its a result of teamwork

- Marketing, Sales, Production, R&D departments of company.

its result of strong sales leadership and policy making .

and most importantly support by Retailers.

overall during a product life cycle there are different phases, sometimes growth, sometimes downfall , recovery, sometimes you have to do RE-POSITION.

but for strategy making you should have deep understanding of your consumer demand, competition Analysis and other factors.

Disclaimer: Thats a opinion based on observation in Retail market and contains a consumers sample of snacks.

May vary from person to person.

#sales #snacks #researchanddevelopment?#fmcgindustry