MID REVIEW

HOW TO LEVERAGE DIGITAL PLATFORMS TO INCREASE MICROWAVE POPCORN SALES

BY: TAVLEEN KAUR

(SUMMER INTERN)
MENTOR: SHALINI JHA
 KEY OBJECTIVES

HOW TO LEVERAGE DIGITAL PLATFORMS TO INCREASE MICROWAVE POPCORN

SALES

01 STUDY CURRENT PRACTICES BEING FOLLOWED BY THE COMPETITORS

FIND THE GAPS BETWEEN THE CONSUMERS’ NEEDS AND THE PRACTICES BEING
02 FOLLOWED THROUGH MARKET RESEARCH

03 ALIGNING THE ACTIONS ACCORDING TO MARKET NEEDS AND COVER THE GAPS

OBJECTIVE INDUSTRY RESEARCH ACTION POINTS

 INDUSTRY RESEARCH

MAJOR COMPETITORS-
 4700 BC
1  American Garden
 Dynapop
 PIPO

WAYS OF DIGITAL MARKETING-

 Social media
 Email marketing

2  Content marketing
 Digital advertising
 Search Engine Optimization (SEO)
 Search Engine Marketing (SEM)
 Marketing automation

OBJECTIVE INDUSTRY RESEARCH ACTION POINTS

 INDUSTRY RESEARCH

GUIDE TO SUCCESSFUL DIGITAL MARKETING CAMPAIGN-

 Your Digital Marketing Strategy Template

 Developing a Content Marketing Strategy
 Crafting a Digital Advertising Plan
3  Understanding Social Media Marketing
 Following Email Marketing Best Practices
 Designing Your Search Marketing Strategy
 Applying Website Analytics to Your Digital Marketing
 Leveraging Conversion Rate Optimization to Drive Growth

OBJECTIVE INDUSTRY RESEARCH ACTION POINTS

 INDUSTRY RESEARCH
AVAILABLE ON-
Their e-commerce website, Amazon (Store page),
Flipkart, Big Basket, Blinkit, Nature Basket,
Jiomart, India mart, Snapdeal, fnp, Tata Cliq
SOCIAL MEDIA PRESENCE-
 Instagram
 Facebook
1  Twitter
 YouTube
KEY TAKEAWAYS-
4700 BC has their own e-commerce website
which ACT II does not have currently.
They are also available on India mart, Snapdeal,
fnp, Tata Cliq which is to be explored by ACT II
4700 BC invests in Instagram Ads & Paid SEO
COMPETITOR RESEARCH-
PROMOTION TECHNIQUES AND DISCOUNTS-
 Minimum 30% off on using the coupon code with a different
webpage for the festival/event which includes the exclusive deals and
combo boxes
 Loyalty program
 Ways to earn-
 Signup- 200 PopCoins
 Share on Facebook- 50 PopCoins
 Follow on Instagram- 200 PopCoins
 Celebrate a birthday- 300 PopCoins
 Ways to redeem- gives a discount: 40 PopCoins= ₹1
 Referral – Sharing link which can be shared through Facebook,
twitter, email or the link can be copied which gives ₹100 off coupon
 Customization
 Personalized gifting
 Corporate gifting
 Flash Deals

OBJECTIVE INDUSTRY RESEARCH ACTION POINTS

 INDUSTRY RESEARCH

2 COMPETITOR RESEARCH-
KEY TAKEAWAYS-
AVAILABLE ON- SOCIAL MEDIA PRESENCE- Their Social media presence is
Amazon, Flipkart, Big Basket,  Facebook (Bajoria negligible.
Jiomart, Snapdeal, Tata Cliq Foods) Their main strategic focus is
not limited to popcorn

3 KEY TAKEAWAYS-
AVAILABLE ON- SOCIAL MEDIA PRESENCE- Less product differentiation
Big Basket, Flipkart,  Instagram Active on social media which
Amazon, Magicpin, India  Facebook is helping them to create
Mart, Jiomart digital presence

OBJECTIVE INDUSTRY RESEARCH ACTION POINTS

 INDUSTRY RESEARCH
City Available SKUs
Pack Size Available Flavours Additional Comments
Original, Butter, Butter Lover’s, Tomato Chilli, Diet
Pack of 1 No discount available on single pouch
Popcorn
Bangalore Pack of 3 Butter, Butter Lover’s -
Pack of 5 Variety Pack (Butter, Butter Lover’s, Original) Buy 4 get 1 free
Pack of 6 Butter Lover’s Not available on any other e-commerce website
Natural, Butter, Butter Lover’s, Tomato Chilli, Diet
5% discount on single pouch on the flavours- Butter, Butter Lover’s, Natural
Pack of 1 Popcorn, Cheese Delite, Peri-Peri, Butter Garlic
Mumbai Butter Garlic flavour which is not available on any other e-commerce website is available
Pack of 3 Butter 5% discount
5% discount on single pouch on the flavours- Butter
Natural, Butter, Butter Lover’s, Tomato Chilli, Diet
Popcorn, Cheese Delite, Peri-Peri, Butter Garlic 15% discount on Diet popcorn
Pack of 1
Pune Butter Garlic flavour which is not available on any other e-commerce website is available
with 15% discount
Pack of 3 Butter -
Pack of 5 Variety Pack (Butter, Butter Lover’s, Original) Buy 4 get 1 free
Natural, Butter, Butter Lover’s, Tomato Chilli, Diet
Pack of 1 5% discount on Butter Lover’s
Popcorn, Cheese Delite, Peri Peri
New Delhi
Pack of 3 Butter ₹11 Off
Pack of 5 Variety Pack (Butter, Butter Lover’s, Original) Buy 4 get 1 free
Natural, Butter, Butter Lover’s, Tomato Chilli, Diet No discount
Pack of 1
Popcorn, Cheese Delite, Peri Peri, Butter Garlic Butter Garlic flavour which is not available on any other e-commerce website is available
Hyderabad
Pack of 3 Butter No discount
Pack of 5 Variety Pack (Butter, Butter Lover’s, Original) Buy 4 get 1 free
The data was monitored for a period of 4 weeks for different metro cities including Bangalore, Mumbai, Hyderabad, Pune and New Delhi

OBJECTIVE INDUSTRY RESEARCH ACTION POINTS

 INDUSTRY RESEARCH
Available SKUs
City
Pack Size Available Flavours Additional Comments
Natural, Butter, Butter Lover’s, Diet Popcorn, Cheese Natural and Cheddar Cheese currently not available
Pack of 1
Delite, Cheddar Cheese No discount available on single pouch
New Delhi, Pune, Bangalore,
Hyderabad, Mumbai Pack of 2 Butter Lover’s Two packs of 33g each as compared to one pack of 99g
Pack of 3 Butter Lover’s 5% discount
Pack of 5 Variety Pack (Butter, Butter Lover’s, Original) 2% discount + Buy 4 get 1 free

The data was monitored for a period of 4 weeks for different metro cities including Bangalore, Mumbai, Hyderabad, Pune and New Delhi
Amazon only has Butter, Butter Lover’s , Cheese Delite flavours available on their platform as compared to Big Basket which also has other flavours available

Available SKUs
City
Pack Size Available Flavours Additional Comments

Pack of 1 Original, Butter, Butter Lover’s No discount available on single pouch

New Delhi, Pune, Bangalore, Hyderabad,
Mumbai
Pack of 3 Butter 19% discount

The data was monitored for a period of 4 weeks for different metro cities including Bangalore, Mumbai, Hyderabad, Pune and New Delhi
The non availability of flavours on the platform and only pack sizes of 1 and 3 are available.

OBJECTIVE INDUSTRY RESEARCH ACTION POINTS

 CONSUMER SURVEY DEMOGRAPHICS

Count of age groups of people surveyed Profession of People Surveyed Geographic Location of People Surveyed
3% 1%

5% 8%
5% 17%
9% 10-20 13%
21-30 7%
31-40
41-50 20% 59%

Above 50 75%
78%

Post Graduates Under Graduates Teacher Retired North West South East

Consumption of Microwave Popcorn based on Age

 A discussion with one person from
every age group to know about their DynaPop
views on popcorn industry
PIPO
 After discussion with each person, a
google form was floated with the American Garden

responses received as the options 4700 BC

 SAMPLE SIZE- 60
ACT II

0 10 20 30 40 50 60

10-20 21-30 31-40 41-50 Above 50

OBJECTIVE INDUSTRY RESEARCH ACTION POINTS

1 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES

UNAVAILABILITY OF FLAVOURS
 Cheddar Cheese flavours were currently unavailable in these metro cities
 Thai Sweet Chilli and Sweet Pani Puri were not listed on the e-commerce websites.
 Butter Garlic is only available on Big Basket

ACTION POINTS-
 Out of 4 reviews on Big Basket, 75% of the ratings are 5
stars. The users are open to trying out new flavours and
like them.
 Also, no other competitor has butter garlic popcorn
flavour which works in ACT II favour.
 Making it available on other platforms will increase the
sales.

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

2 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES

AVAILABILITY OF DISCOUNTS
 Other brands offer discounts of minimum 5% on the digital marketplaces
 The psychology effect works in the favour of 4700 BC. The MRP of the product is more
than ACT II but becomes the same as ACT II after discount.
 This is reflected in the data collected. 85% of people preferred the product with a
discount, even though the selling price, pack size and flavour were similar.

CONSUMER SURVEY TESTIMONIAL-

 “When buying for the first time, a
discount will attract me towards a
product but if I am a regular
customer, I will buy the product which
I am already consuming. When there
is a discount on the product for a
longer period of time, it feels like
there is some compromise in the
quality of product.”

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

3 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES
GIFTING OPTIONS
 Customers are given an option where
they can try multiple flavours in one
conveniently priced package.
 It keeps the costs down and also provide
an incentive for the customer to return to
buy a larger size of their favourites which
can also be used for gifting when
attractively packaged.
According to the data collected, 47% of the people are
interested in giving Ready to Cook popcorn as a gifting
option if it is available in attractive packaging.
OBJECTIVE
ACTION POINTS-
 The packaging should be in such a way that it does
not get damaged as it were for the competitor’s
product which led to poor ratings for their product.
 Rigid Box can be used as the Packaging material and is
known as ‘gift box’. It is made from highly condensed
paperboard that is 4 times thicker than that used in a
standard folding carton.
 For the introductory period including all the available
flavours will lead to users trying different flavours and
will then again order the flavours they liked, and this
would lead to increase in the sales volume.
TESTIMONIALS-
 “We want to modify people’s lifestyle as suggested by Medical Council. Secondly, it
is non sugar product so it’s healthy and contains lot of fiber, calcium and other
minerals. People are increasingly turning away from sweets so they need to
experiment, and I think so this is a good option to give them so that they can enjoy
and otherwise also everybody loves popcorn. Gifting popcorn is a new idea which
should be taken up aggressively.”
 “It has multiple uses. If I give it to let’s say student, it can be used as a snack during
a break or can be taken as snacks for evening tea during picnic or family outings.”
INDUSTRY RESEARCH GAPS AND ACTION POINTS
4 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES

LOYALTY PROGRAM
 The Agro Tech Foods Ltd website does not give any interactive interface to the user except to view the nutrition information.
 To increase the engagement and increase the reach among the users and help to gain new customers.

According to the data collected, 35% of the people were
interested in subscribing to this option and get monthly
updates regarding the new flavours available in the market
ACTION POINTS-
 A popcorn club where members subscribe for the year and are sent a
special flavor of the month with its nutrition information and the health
benefits.
 A hyperlink attached where the users can directly purchase the product
with special discount given to the members can attract customers to try
the different flavors
 The how-to videos could be included along with the recipes and product
information

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

4 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES

LOYALTY PROGRAM

• Based on the data collected, the audience can be divided into different
DEFINING THE AUDIENCE target groups based on their age, understand their needs and tailor the
email campaign according to their preferences and needs.

• The email marketing campaign for consumer-packaged goods industry

ESTABLISHING THE GOALS have good click through rates (1.9%) and click through open rates
(11.1%) and this could work in the favour of our campaign.

• Adding call to actions on website whenever user visits it

BUILDING THE E-MAIL LIST • Collecting email addresses at the point-of-sale on digital platforms
• Offering coupons and discounts to customers who sign up

• Deciding how often to contact your list and inform your audience
MAKING A SCHEDULE upfront. Forgetting to do this can lead to high unsubscribe lists and can
even get in their spam.

Data Source- https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

5 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES

SOCIAL MEDIA ENGAGEMENT

 YouTube marketing or social networking through Facebook or Instagram, social platforms provide a unique opportunity for
detailed targeting optionsTo increase the engagement and increase the reach among the users and help to gain new
customers.
 YouTube videos which show tutorials on how to make different flavours of popcorn in different styles can help to
increase the reach and engagement of the users

ACTION POINTS-
 Interactive content like videos about the latest trends in the
movie and sports industries, movies you can binge watch along
with popcorn or nutritive information about the product would
help in retention of the product in the consumers’ minds.
 Instagram Ads Campaign with the objective of increasing sales
would be another way to reach to the audience which has
searched for similar kind of product and have similar buying
According to the data collected, 57% of the people patterns to increase the sales
use Instagram to get information about a brand

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

5 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES

SOCIAL MEDIA ENGAGEMENT

Go to website -
1 https://business.instagram.com/advertis
ing?locale=en_GB

2 Click on create an Ad

Choose a campaign objective

3
After choosing sales as campaign
objective which will find people who
4 are likely to purchase the product click
on continue

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

5 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES

SOCIAL MEDIA ENGAGEMENT

Give the campaign a name and insert a

catalogue using commerce manager.
If we want to test which among two
campaigns perform better, we can opt for A/B
Testing.
If we want to run different campaigns at the
same time, we can use campaign budget
5 optimization instead of setting budget for
each campaign, it automatically manages
campaign budget across ad sets to get the
overall best results.
With CBO, we can set one central campaign
budget. This budget continuously distributes
in real time to ad sets with the best
opportunities, throughout the course of the
campaign.

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

5 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES
SOCIAL MEDIA ENGAGEMENT
META ADS

We can choose where we want the

conversion to happen and drive the
sales
We can also set up Meta pixel
6 which is an alternative to Google
Ads Manager. It is a piece of code
that we can put on the website, and
it will allow to measure the
effectiveness of the advertising by
understanding the actions that
people take on the website.

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

5 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES
SOCIAL MEDIA ENGAGEMENT
META ADS

Next, we can set the daily budget

we want to use for advertising and
mention the end date for campaign
as well. The budget will decide the
daily reach our advertisement will
6 get and consequently the
conversions.
Choosing the conversion location,
the target audience and custom
daily budget would further help to
reach more audience based on the
user behaviour.

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

5 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES
SOCIAL MEDIA ENGAGEMENT
META ADS

Next, we can choose the

target audience we want
to capture and finally
where we want our
advertisement to be
6 visible. This can be done
automatically or manually.
By choosing manual
placement, we can select
which platforms by meta
we want to advertise.
Click on Next

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

5 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES
SOCIAL MEDIA ENGAGEMENT
META ADS

With a budget of
₹1000 and keeping
the target audience in
the age group 18-65+,
the estimated reach
6 of the advertisement
would be between
4.1K-12K with
conversions anywhere
between 12-35 if only
focused on Instagram
and 23-65 if focused
on all platforms.

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

5 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES
SOCIAL MEDIA ENGAGEMENT
META ADS

Adding the Instagram account

and Facebook page and
uploading the images to be
7 used as advertisement or the
catalogue can be then selected
The text which must be shown
on the advertisement can be
updated

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

5 GAPS AND ACTIONS FOR E-COMMERCE WEBSITES
SOCIAL MEDIA ENGAGEMENT
META ADS

The link where the

user has to be
directed can be
7 updated.
Then update other
parameters and click
on Publish to start the
campaign.

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

1 OPPORTUNITIES FOR GROWTH
EMERGENCE OF OTT PLATFORMS
 Popcorn being closely associated with
entertainment, especially movies, its growth
is in step with the growth of OTT platforms, as
in-house consumption of snacks is increasing
rapidly. This provides an opportunity for RTC
popcorns.
According to the data collected, 37% of the users
always remember the brands whose advertisements
are shown on OTT platform while 43% of the users
sometimes remember it.
OBJECTIVE
From the data collected, 85% of
the people eat popcorn while
watching a movie. Making
eating popcorn synonymous
along with watching a movie
will help to increase the sales.
ACTION POINTS-
Consuming popcorn while watching a movie on OTT platforms
can be made synonymous in two ways-
1. Through social media
2. Through ads on OTT platforms
By making the advertisement exciting and establishing that
every movie watching experience is incomplete without
popcorns and that eating popcorn while watching a movie at
their home would give them theatre like experience, the users
would be tempted.
INDUSTRY RESEARCH GAPS AND ACTION POINTS
2 OPPORTUNITIES FOR GROWTH

GROWTH OF CLEAN-LABELLING / HEALTHY PRODUCTS

 After the pandemic, with people becoming
more health conscious, they have moved
towards healthier ways of snacking and
popcorn is amongst those healthier options.
ACTION POINTS-
 Popcorn is considered one of the cleanest snacks as it is naturally
popped, whole grain, a good source of fibre and protein, and rich in
antioxidants.
 It should be included on the label to target customers looking for a
healthier option of snacking

From the data collected, 75% of the people selected the label
which mentioned that the product is healthy.

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

2 OPPORTUNITIES FOR GROWTH
GROWTH OF CLEAN-LABELLING / HEALTHY PRODUCTS

From the data collected, 57% of the people selected the label
which mentioned that the product is healthy.

From the data collected, 88% of the people selected ACT II

label when both products mentioned they are healthy.

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

3 OPPORTUNITIES FOR GROWTH

DEVELOPMENT OF GOURMET MARKET

 The Hot & Spicy flavour is made by the competitors American Garden and DynaPop.
 The barbeque and caramel flavoured microwave popcorns are available and are made by 4700 BC

ACTION POINTS-

 Popcorn, when combined with cheese, caramel,

and chocolate, converts into rich gourmet flavours,
which is loved by consumers worldwide. ACT II
Cheese, Peri-Peri market can be further developed
with people moving into these categories
 The introduction of new flavours according to the
From the data collected, 62% of people want to try Hot & Spicy consumers’ changing taste will help to attract new
popcorn flavour followed by barbeque (40%) and caramel (30%) customers and increase sales

OBJECTIVE INDUSTRY RESEARCH GAPS AND ACTION POINTS

THANK YOU!