Breaking the monopoly in the market and establishing a brand in an entirely new segment

BACKGROUND

In the early and mid 2000s, the snacks industry was monopolistically leaded by PepsiCo. Seeing the potential in a market being led single-handedly and the competitior loop holes, this product was launched. The launch of a product often paves way for a very bright or a very disastrous future in a market. We began with the aim to compete with the big players in the snack food industry through unmatched quality and great customer attracting attributes. The formula for success was hidden in the strong distrubution network that laid the right foundation for a building aiming towards the sky in terms of sale.

ACTION STEPS

The path to constructing the right and sustainable business model started by gaining TRUST and BELIEF of our channel partners and customers in the remarkable product we had. Trust and belief form the base of any association and keep the association intact even in the toughest times, thus, we treated it as our utmost priority to gain throughout our supply chain. The first step taken was to appoint the right channel partners for our product and give them ample time and support so that our bond is cemented, to ensure this we had laid out a simple filter through which we would analyse the most apt partner. The next step was to ensure we reach the maximum number of outlets to ensure we could reach our end goal - the customer, for which we built a resilient sales team. Service is the unsung hero in the success of any brand and we implemented a strategy such that we were never fell short in servicing our supply chain and customer. Once we reached the customer, we had confidence in the unmatched quality and taste of our products to lure customers into reordering and/or trying out our other products as well. The sales and marketing strategies were amended over the years to adapt to the market conditions and ensure we always stayed the best in terms of service and market presence. This way we would ensure we become a top priority for a customers choice whenever he/she thought of buying a snack item.

RESULTS

Only having an experience of over 2 decades in the oil industry did not prove to be an impediment in formulating a strategy for building a cohesive unit of field staff and channel partners in the snacks industry. Over the last 15 years, we have cemented ourselves as one of the brand leaders in our territory and occupy over 5% market share of the enormous snacks industry of this area. Our endeavours and strategies have resulted in a double digit growth each year right from the inception of our association in 2005 with increasing market share and opening up of new markets