Snacking has become a competitive space with a lot of new brands entering the market. At the same time, it is full of customers. If we look at the market trends, second & third quarters deliver well for the sector. During this festive season, we are expecting a 15-20% growth of the category. For us personally, 10% is the target we are aiming for. To achieve this, we have bumped up our marketing spends for the season by 6-8% over last year.
We have planned multiple activities and campaigns for the upcoming months – both online and offline. We will also be launching our festive ‘gifts of joy,’ a gift option with an assortment of our products. We are also deploying various personalised experiences for our customers and optimising our sales. We have also planned a few new product launches that are slated for Diwali.
In terms of media activations, we avoid spending on traditional platforms like Television, Print & OOH as our TG, which is young adults and youth, are not present there. The focus remains on OTT platforms, social media platforms, and offline channels wherein we can create experiences for our customers. This is done through leveraging data-driven insights. We have deployed sophisticated tools for that. We are working on creating personalised experiences and optimising sales using curated data insights.
