2. The extruded market
This market is very much cluttered with various brands, local &
imported ones
Moreover, this market suffers from various drawback:
The brands are not nurtured – low value, low image, commoditized
category
The churn within this market is tremendous as everyday brands are
withdrawn from this market and new ones are getting in
Given the generic nature of this category, promotions & prices are
important drivers
However, Cheetos is the only serious brand investing in this
category and therefore has managed to capitalize on its share of
voice and achieve a good position
3. The snack business YTD
SSF Share of Salty Snack Category Salty Snack Segments
Tortila
9%
Others
45% SSF Extruded PC
55% 33%
58%
Salty Snacks category approx 2581 Tons
SSF has a 55.3 % share Potato chips constitute 58% of salty snacks
& Extruded snacks constitute 33% where
Tortilla constitute 9%
M.Cheetos
2%
Cheetos
13%
Cheetos & M.Cheetos have 15% share of
the extruded business
8. The TA
The product has passed through 2 phases:
Kids+ phase : 2002-2005
Communication did not really differentiate between kids and tweens
and the brand style of communication did not have strict guidelines
on communicating to tweens
Tweens phase: 2006- Present
Mediums & content are targeted to a more mature teen target
22. H&W
BFY Research carried on various new offerings
But…
No “Baked” category in KSA
Very Shy attempts on the health and wellness
front
Product in KSA is not ready to make such
claims
Even Quality claims are postponed until a
breakthrough is done on the product
23.
24. Other Issues
Cheetos
Mini Cheetos •Kids will always be
main consumers of
• Has a relatively Cheetos
small share and does •There are no clear cut
Tweens mediums (ex.
not seem to grow
TV Stations or
•The Tween target Magazines)
does not seem to fit • Do we keep on
the product nature portraying Chester in
3D setting alone or in
real setting too?