SDM - Competitor Benchmarking - Final

COMPETITOR BENCHMARKING:
For this research, we shall keep the competitors limited to Jamshedpur (Sakchi), the competitors will
be defined for the 3 categories defined in our preliminary call with the company.
3 Categories:
Chips – Lays (normal + wafer thin), Uncle Chips
Particular Lays, Uncle Chips Haldirams, Halke Phulke & Bingo

s CHIPS
Market 48% 13-14% 14.3%
Share
#SKU’s
Multiple flavours ranging Halke Phulke 4 Simple Bingo 4 flavours –

from the 5 basic flavours – flavours – Tomato, Tomato, Cream & Onion,
Tangy Tomato, Magic Mint/Pudhina, Chilli & Salted Salted, Chilli
Masala, Sweet Chilli, Salted with one variant of the wafer
Classic & Cheese Onion to only
the exotic wafer-style Haldiram CHIPS has another
flavours of Chilli, Bangkok 4 flavours – Masala, Pudhina,
style Salted, Cream & Onion.
Lays has multiple SKU’s Only the 10Rs SKU was visible
when looked at from the in Sakchi in most stores
price & grammage The sprinkle chilli is a new
variables selling at a price Grammage for the 10 Rs SKU addition to the chips line
point of for either of the categories and has been doing fairly
5 – 12g was 45g well.
10 – 28g
20 – 52g Online stores showcase 20Rs
50 – 104g SKU’s as well, that contain SKU’s available in Rs 5, 10
about 80gm and 20
Grammage for:
Rs 5 – 22.5g
Rs 10 ~ 50g
Uncle Chips on the other

hand has limited flavours
as compared to Lays,
however the packet &
grams are more *Additionally, BINGO
MAD ANGLES & other
Available price points in products in the similar
JSR for Uncle chips are line are also garnering
10 – 50g market share in the
20 – 100g snacks category*
Packaging LAYS: Vibrant, relatable, Large packets, focus on Large packets, vibrant
bold and different grammage and value for colours, limited but desi
depending on the TG. money using “100g @ XYZ flavours that work
The packaging however is price”
small especially for the 5rs Similar colour strategy to
SKU, which gives the Colours are dull, however the that of lays which makes
impression of very little size helps in catching identification of flavours
product compared to other attention especially with the easier
brands animation of the potato
UNCLE CHIPS: Dull colours, giving it an additional local
large size take up shelf touch
space, 20/30% EXTRA pops
out
Price Rs 5, 10, 20, 30, 50 .. Rs 10, 20 Rs 5, 10, 20
Value For LAYS: very little product, High value for money, High value for money, mix
Money multiple flavour availability grammage is higher, packet is of both flavours and large
larger however limited in SKU’s
UNCLE CHIPS: good value flavours
for money, only 2 flavours
Mind LAYS: Fun, Party, Chakna, Crispy, Desi, Bada Packet, Thin & Crisp, Spicy, Chilli
Mapping Friends, Chaat Kids
by
consumer UNCLE CHIPS: Filling,
s Crispy, Desi
Retailers Rs 5 – 0.5 Rs 10 - 1 Rs 10 - 1
Margin Rs 10 - 1
USP LAYS: Multiple flavours Larger SKU occupying shelf Good mix of flavours +
UNCLE CHIPS: High value space, simpler flavours packaging size +
for money grammage
Extruded Category – Kurkure (all SKU’s), Cheetos
Particulars Kurkure Bingo, Tedhe Medhe Diamond Chulbule

Market NA NA NA
Share
#SKU’s
Diamond chulbule has 4

Kurkure has multiple Tedhe Medhe by Bingo has 4
flavours similar to Tedhe
flavours ranging from their flavours, Masala, tomato etc
Medhe.
classic Masala Munch to
Hyderabadi In Jamshedpur Sakchi, SKU’s
However the stark difference
5 main flavours available of only Rs 5 & Rs 10 were
is that the sticks of Chulbule
in all prices – 5, 10, 20 ++ visible and mainly in the
are thicker and thus seem
masala flavour.
more filling in nature.
In addition to these
flavours, it also has a In Jamshedpur Sakchi, SKU’s
different twisty textured Grammage for each price of only Rs 5 & Rs 10 were
Solid Masti in 2 flavours, point is as follows: visible and mainly in the
out of which only 1 yellow masala flavour.
masala is available 5 – 25g
currently. 10 – 50g
The same is available Grammage for each price

mostly in Rs 10 & 20 point is as follows:
packets.
5 – 25g
10 – 50g
Grammage:
5 – 21.5
10 – 45g *Additionally Diamon
20 – 82-90g Chulbule has multiple
iterations in snacks with
different textures as well*
Packaging Vibrant, relatable, bold Vibrant newer colours, more Vibrant newer colours, more
and different depending desi in nature, packet size like desi in nature, packet size
on the TG. Kurkure however upon like Kurkure however upon
The packaging however is holding feels fuller (especially holding feels fuller
small especially for the 5rs in Rs 5) (especially in Rs 10)
SKU, which gives the
impression of very little
product compared to
other brands
Price Rs 5,10,20 ++ Rs 5, 10 Rs 5, 10
Value For Low – Medium Iif looked Low – Medium Iif looked at Low – Medium Iif looked at
Money at from grammage from flavours perspective. from flavours perspective.
perspective.
High if looked at from High if looked at from
High if looked at from grammage perspective grammage perspective
flavours perspective
Mind Orange, Party, Chaat, Fun, Spicy, Masala, Snacks, School Not a lot could relate due to
Mapping Friends snack low availability in Sakchi
by
consumer
s
Retailers Rs 5 – 0.5 NA NA
Margin Rs 10 - 1
USP Range of flavours SKU size SKU size
Premium Category – Doritos, Lays Maxx
*Smaller SKU’s for premium category were not available in Sakchi, Jamshedpur for this category*

SDM - Competitor Benchmarking - Final

Uploaded by

Copyright:

Available Formats

SDM - Competitor Benchmarking - Final

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

SDM - Competitor Benchmarking - Final

Uploaded by

Copyright:

Available Formats

COMPETITOR BENCHMARKING:

Chips – Lays (normal + wafer thin), Uncle Chips

Particular Lays, Uncle Chips Haldirams, Halke Phulke & Bingo

Multiple flavours ranging Halke Phulke 4 Simple Bingo 4 flavours –

Uncle Chips on the other

Extruded Category – Kurkure (all SKU’s), Cheetos

Particulars Kurkure Bingo, Tedhe Medhe Diamond Chulbule

Diamond chulbule has 4

The same is available Grammage for each price

Premium Category – Doritos, Lays Maxx

You might also like