Creative Brief Potato Wafers1.docx

Creative Trigger Date of the Brief: 13th March, 2019

Client:

Key A/c: Group 3

D/L:

Brand: Potato Wafers

Where are we competing, in which segment, against which brand? We are competing in a market which is worth Rs. 2594.27 Cr. It is expected to grow annually by 9.7%, CAGR (2019-23). Potato wafers segment can be divided on the basis of sector, price & age. People of age group 15-23 are our core target segment. Product will be available in four price range Rs5, Rs10, Rs20 and Rs35. Our competitors are brand like ITC (Bingo), Balaji Wafers, Parle wafers, Lays.

What does the consumer think/feel about the brand? Taste and easy availability are the main factor which influence consumers. As lay’s offers nearly 17 flavors in India, it is one of the major reasons behind its popularity.

Whom are we talking to? As our target group is males and females of age 15 to 23 years. We are targeting high schools and college going students. Main target market is children and young audiences catering to different sectors (amusement parks, cinemas etc.)

Why are we advertising? Advertisement is very important to create awareness of the product and target potential customers. We are advertising because we want people to know about our product and to create demand of our product.

What is the brand takeaway that we leave behind in the mind of consumers? Customers who go for buying potato wafers are looking for easy availability, affordability, choices and variants.

What is the key support of the brand takeaway? Large Varieties of flavors with availability in all locations. What is the likely media mix? What is the media budget? What are the key mandatory, if any? Labeling, that includes best before date, mfg date, fssat and iso certification, nutrition facts, and ingredients-.