STIR FRY CASE STUDY COMPETITION

Indian consumers today, are in a demeanor drift when it comes to fast food consumption. According to the latest

census report, 62.5% of India’s total population belong to an age group of between 15-59 years. With growing

disposable incomes and changing lifestyle, people today want to consume something which is tasty, healthy and

easily available.

However, today’s easy to eat – quick to prepare food market is flooded with corn & potato based snack products

which are loaded with carbohydrates, starch & artificial flavor. They are low in food value or wholesome nutrition.

These include Bhujia, Puffcorns, Kurkure, chips et al.

Excessive consumption of carbohydrates – specially refined carbohydrates can lead to obesity and Type II diabetes.

Infact, India has the fastest growing population in kidney disease especially Type II diabetes which is being observed

in youngsters even as old as 13 or 14!!

Lately there has been growing awareness, trend/movement towards healthy, fast, easily available, ready-to-eat,

reasonably priced food.

After having analysed the changing food habits of consumers, SH Group intends to make an entry in this niche

segment, which has never been explored (taking protein as a key constituent) seriously. The vision is to create a

“fun”, “easy” and “nutritional” resolution of “Chicken snack products”.

The Group wants to position itself as the pioneer of ready to eat chicken products like (chicken samosa, JJ'S snacks

chicken -20g - JJ'S, chicken fries, baked chicken and perhaps high-end, ready to cook products like chicken cordon-

bleu, chicken nasi-goreng or chicken stroganoff) where the consumers can directly consume the product with minimal

prep time.

Deliverable 1:- The teams are expected to think of innovative products (minimum 2) which are based on the concept

of

a) Chicken snack products

b) And/or Premium, healthy, easy to cook chicken meals

Deliverable 2:- Analyze the competitive landscape for snack products and develop a differentiated positioning

strategy for Chicken snack products.

Deliverable 3:- How can SH Group develop the snack market by converting consumers addicted to corn & potato

based snacks to consume protein based snack product and thereby driving penetration? Suggest a marketing and

differentiated branding model and plan that drives this conversion across various touch points using the current

proposition of ready to eat food.