Case study about ops management in FMCG sector

Case study about ops management and its consequences.

1. MIND THE PRODUCT The Deckers IIT Roorkee Kovid Soni Om Pingle Lalit Majrikar

2. Product Selection & Consumer Insight Analysis Product Selection Cadbury Bytes , introduced in the early 2000s. Beloved snack targeting urban and semi-urban youth . Was discontinued due to supply chain challenges and lack of sustained marketing. Key Challenges Addressed Perception Challenge: Positioning Cadbury Bytes as more than just a snack but a nostalgia-rich indulgence. Market Penetration: Re-establishing presence amidst a competitive snacking market. Sustainability: Aligning with today's demand for eco-friendly packaging and mindful consumption. Consumer Persona Name : Ananya Kapoor Age : 28 Occupation : Marketing Manager @ tech startup Location : Mumbai Income Level : ₹12–15 LPA Why Cadbury Bytes? Strong Nostalgia Value: Millennials and Gen Z vividly remember this snack and have expressed desire for its return. Market Gap: Indian market has evolved with a focus on unique , nostalgic , and premium offerings. Competitive Advantage: Leveraging Cadbury's brand equity and extensive distribution network. Consumer Insights & Personas Key Trends in the Market: - Growth of indulgent snack foods post pandemic . -Rising trend of retro marketing campaigns that tap into nostalgia. -Increased digital engagement, especially on Instagram and YouTube. Target Audience: Millennials (25–40 years) and Gen Z (18–25 years). Demographics : Millennial - born between 1990-1995 . Exposed to global trends but retains fond memories of childhood experiences. Psychographics Lifestyle : Balances a busy corporate life with self-care routines and indulgent moments of nostalgia. Interests : -Binge-watching nostalgic shows like " Shaktimaan " on OTT platforms. -Exploring trendy Instagram -worthy snacks for her mid-week cravings . Brand Interaction : -Engages actively with nostalgic content on Instagram and YouTube. -Responds to personalized marketing campaigns and gamified experiences . Behavioral Traits : Shopping Habits: -Prefers buying snacks online for ease and variety. -Frequently checks social media for influencer recommendations. -Overwhelmed by the monotony of mainstream snacks. -Seeks a unique product that combines nostalgia with modern convenience . Pain Points

3. From Memories to Markets: Building a Nostalgic Success Story Limited-Edition Retro Packs: Reintroduce original packaging for nostalgia campaigns. Promotional Offers: Discounts on first-time online purchases via e-commerce platforms like Amazon Pantry and BigBasket . Loyalty rewards : Points system for repeat purchases through Cadbury’s app. Core Features: Retain the original crunchy, chocolate-filled squares to evoke nostalgia. Product: External Changes: Modernized Packaging: Material : 100% recyclable and biodegradable materials - sustainable practices. Design : Vibrant, Instagram-worthy graphics inspired by early 2000s pop culture trends. Introductory Pricing: Price: Premium Bundles: Nostalgia Packs: Bundles with collectible merchandise like retro-themed tins or coasters. Corporate Gifting: Offer curated Cadbury Bytes hampers during festive seasons, targeting a ₹500-₹1500 price range. Place: Distribution Channels: Offline: - Distribution in tier-1 and tier-2 city supermarkets (e.g., Reliance Fresh, D-Mart ). - School/college canteens, metro stations, and airports . - Cadbury Bytes vending machines at colleges, gyms, and malls for on-the-go snacking. Promotion : A. Influencer Marketing: B. Digital Campaigns: #BringBackBytes: A teaser campaign across Instagram, Facebook, and YouTube , encouraging users to share their nostalgic memories. AR Filters & Gamification: Create Instagram and Snapchat AR filters to " unwrap " Cadbury Bytes and win exclusive coupons. Byte the Memory Challenge: A gamified experience on the Cadbury app where users recall Cadbury Bytes trivia for rewards. C . Partnerships: Collaborate with OTT platforms ( Netflix, Amazon Prime ) for snack bundles during binge-watching sessions. Product Extensions: Introduce mini packs ( ₹10 price point ) for impulse purchases and value packs for families. Competitive pricing at ₹30-35 per pack (mid-size), aligning with premium snack offerings like Lay’s Maxx or KitKat Chunky . Comparison : Similar premium snacking products priced ₹25-50 have shown 18% YoY growth in India. E-commerce: Collaborations with - Swiggy Instamart , Zepto , BigBasket , and Blinkit to capture the growing instant delivery segment ( estimated 30% CAGR till 2026 ) . Collaborate influencers - Prajakta Koli, Bhuvan Bam to promote their personal experiences with Cadbury Bytes. Engage micro-influencers for regional campaigns, leveraging a hyperlocal approach to expand the reach in tier-2/3 cities .

4. Overcoming Roadblocks & Crunching Markets! Marketing Strategy Challenges to Address Reviving Consumer Interest & Nostalgia Effectively : ✔ Influencer & Experiential Marketing ✔ AI-powered personalized ads – According to demographics and buying patterns ✔ Interactive Campaigns – Snapchat AR filters , nostalgia-based quizzes , and gamified promotions Securing Strong Distribution & Retail Shelf Space: ✔ Retailer Incentives & Trade Margins along with credits – Offer higher margins for kirana stores & large supermarkets to boost shelf visibility . ✔ Quick-Commerce First Strategy – Exclusive on Zepto , Blinkit , Swiggy Instamart to drive digital trial purchases. ✔ D2C (Direct-to-Consumer) Approach – Launch on Cadbury’s official website & Amazon Special Editions to control pricing & margins. Competitive Pricing & Market Penetration: ✔ Penetration Pricing Model – ₹5 (mini-sized), ₹10 (small-size) and ₹30 (mid-sized) price ✔ Tiered Product Strategy – ₹5 "Byte Mini Pack" for rural & Tier-2 markets , while offering premium gift packs for urban consumers. ✔ Limited-Time Price Discounts – Partner with quick-commerce platforms for bundling with Dairy Milk Silk to drive trials . Serviceable Obtainable Market (SOM): The SOM is estimated to be ₹214 crore (5% of the SOM) by 2033. Total Addressable Market (TAM): As of 2023, ₹42,694.9 crore with CAGR of 8.26% from 2025 to 2033. Serviceable Available Market (SAM): T he SAM would be around ₹4270 crore ( 10 % of ₹ 42,695 crore) by 2033. TAM SAM SOM Financial Analysis Projected Revenue SKU wise in (Rs cr.) Projected penetration level in HHs ( mn ) Data Source : www.imarcgroup.com/india-snacks-market | www.globenewswire.com/news-release/2024

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