Positioning Strategy

Too Yumm “Multigrain Chips”

Source: https://www.youtube.com/watch?v=QEriyOr8li8
Target Group:
This campaign Says that chips are the unhealthy snacking option. The objective was to break this myth by
creating national buzz around fitness advocate, Virat Kohli, doing something which fitness person won’t
prefer by munching on chips anytime anywhere. This is made to promote healthy snacking habits to fitness
or health conscious audience ( Which are children, young category and even boomers category)

Values:
As Indians are fond of taste. When they get taste they don’t think much about the quality, hygiene and
nutrients of that food or snacks. Service class people have snacks at their offices or at the time of returning
from offices and they are habitual of having chips. Children’s always stubborn and insist parents to have
snacks which they have in their mind and parents have to buy it for child’s happiness. Hence catering
audience who now have option of healthy chips by disrupting the snacking space in India.

Evidence:
This ad for multi-grain chips was based on making audience to come out of fried chips and the reaction of
fans are Virat is eating something fried and unhealthy fried chips. To make multi-grain chips look healthy
and having negative publicity of fried chips in consumers mind Virat is having the evidence that its baked
not fried with good taste and also, it’s having the power of seven grains. So, you can eat it anytime anywhere
as much.1.2 Billion fan following with fitness tycoon is giving the evidence of healthy snacking.

Competitors:
When Chips comes to the mind of Indian people, they always think of potato chips. Which is high
cholesterol, high fat and unhealthy snacking habits. Competitors like PepsiCo Lays, Balaji, Haldirams, who
always promote chips just like a snack without health proposition. So, by disrupting the snacking space in
India by changing snacking pattern and thoughts with multigrain chips and well engaging target customers.

Eat Lot…Fikar Not…Too Yumm Multigrain Chips…

Competitive Framework