RESEARCH METHODOLOGY

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The size of the Wafer Snacks Segment in India is estimated to be 4,500 5000 crores. The market is growing at 30 percent ann a!!". The branded p!a"ers acco nt for #,000 crores of the market size. $a%or branded p!a"ers inc! de &rito'(a", )ingo, *a!diram, )a!a%i, +ar!e. +otato ,hips and +otato based items acco nt for -5 percent of the tota! snacks segment. .s per /ie!sen0s 1etai! . dit, &rito'(a" commands 452 market share, fo!!owed b" *a!diram at #32 and )ingo at 452. The rest is di6ided between new p!a"ers s ch as Smart ,hips, regiona! p!a"ers s ch as )a!a%i and handf ! of norganized p!a"ers

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THREAT OF NEW ENTRY As the market is growing at 30 percent annually, new entrants may consider it a profitable venture As branded players are priced similarly, new players might penetrate by adopting a lower price or by offering more quantity at the same price (Balaji strategy! "ew players with a distinct #$% and marketing strategy may find it easier to enter the market (Bingo $trategy! #norgani&ed players still account for half of the total wafer segment, thereby discouraging market entry 'eteran players such as (ritolay, )aldiram etc enjoy economies of scale, well established distribution and good distributor relations* )ence, the threat of new entrants is moderate*

COMPETITIVE RIVALRY )igh +ompetition Branded %layers involved in cut throat competition to increase market share, entice new consumers, find new markets* ,ow -uality differences among branded players* -uality difference between branded and unbranded offerings is offset by low price offered by unbranded players* +ost of switching is low as all players have a similar pricing strategy* Brand ,oyalty is high for branded players )ence, the threat of competitive rivalry is high*

BARGAINING POWER OF SUPPLIERS $uppliers provide raw materials such as potatoes, spices and other ingredients* .heir ability to raise input costs is high* )igher cost of input commodities leads to lower margins, making the market unattractive for distributors and retailers (in an already low margin, high volume market! $hortage of any input material may also affect production and thereby impact distribution* 'eteran players like (ritolay and /.+ already have a well established network of suppliers* /.+s e choupal venture permits a steady supply of raw materials at the lowest price* )ence, the bargaining power of suppliers is high*

BARGAINING POWER OF CONSUMERS (rito ,ay enjoys a healthy lead with a 01 percent market share for its portfolio of products* +ompetitor differentiation is in terms of variants and communication* Ability to substitute is high as brands are priced similarly and distribution problems for one brand promote sales for the other* %rice $ensitivity is high* An increase in the price of ,ays may promote a switch to Bingo for most buyers (e2cept for loyalists! )ence, bargaining power of consumers is high*

THREAT OF SUBSTITUTES /ndian $nack $egment is high volume, low involvement driven (thrives on impulse buy! All snacks are considered to be substitutes of each other +hocolates, Biscuits, 3afers and local snacks like +hakli, banana chips, farsan etc are all substitutes of one another* )ence, the threat of substitutes is high*

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