The Ingenious Marketing Strategy of Too Yumm

Riddhi Thakrar Riddhi Thakrar
Apr 22, 2022 3 min read
The Ingenious Marketing Strategy of Too Yumm

When we are hungry or bored, we always feel to munch something. There are a lot of snacks available in the market. Some snacks are imported, some are locally made or some are Indian brands. The element that makes a snack popular is taste.

But not all tasty snacks are healthy. So, to prove this, Too-Yumm was launched, as a healthy snack which is tasty too. In this article, we will share how Too-Yumm found its place in the Indian snacks market.

To munch guilt-free, read the whole article.

About Too Yumm

RP-Sanjiv Goenka group launched their products in the packed food sector in the year 2016. Talking about Too-Yumm, it is owned by Guiltfree industries which are led by Shashwat Goenka, son of Sanjiv Goenka.

There was an initial investment of Rs.10, 000 crore. This is an overall investment, which is distributed over a period of 5 to 7 years. The company aims that they will become a snack giant in the upcoming years of establishment and gain huge success. Talking about the current scenario, they are already achieving the targets set and winning the hearts of people by giving them a guilt-free snacks.

Too Yumm provides a healthy snacking experience. They have a wide variety of snacks namely wheat thins, foxnuts, multigrain chips, quinoa puffs, veggie sticks, etc. The speciality is not just the packaging and healthy ingredients, they also have a very good taste.

Key Marketing Strategies of Too Yumm

Too-Yumm took the advantage of the market by launching a healthy snack that other companies failed to provide. Below is the strategy used by Too Yumm to stand out amongst the existing snack sellers.

Proper product allocation

Initially, after the production started, they distributed the products in metro cities first to get to know the response. They supplied them in cities like Delhi, Mumbai, Kolkata, Delhi NCR and Chennai. When the snacks were a hit, they increased their production and started supplying them across India.

Promotion strategy

They promoted the product with a very popular sports player, Virat Kohli, in the advertisement, the cricketer himself eats the chips and says that you can eat this guilt-free. They also started giving social media ads. It also promoted its products in web television series.

This way there was quite an advertisement of the products among the public. They were much aware of the product. This awareness and promotion strategy created a demand for the product in the market.

Affordable pricing strategy

It is often a mindset of consumers that a healthy snack is equivalent to a costly snack. Too Yumm took an opportunity to break this mindset. They launched their snacks ranging from Rs 5 to Rs 40. It was the range that is affordable to most the type of consumers. They gave trial packs worth Rs 5 so that people would taste them and choose what to buy more.

Correct packaging placement

They placed the products in the market very strategically. They placed the small packets at small shops or vendors and large packets at large places. This means that their products were available at most of the places and jolts.

Targeting the correct audience

The strategy of targeting the age group of 15 to 35 years worked wonders. Mostly this age group is very particular about their diet and eating. They are mostly considering fitness and health. Also, India is a country with a maximum youth population. Targeting the youth gave a terrific response.

Advertising in Indian Premium League (IPL)

IPL is a cricket series that the whole world watches. Players around the world play these matches and there are different teams that are apart. So, advertising in the stadium where IPL is played and in between the overs and innings gave Too-Yumm popularity that it needed.

Unique Features of Too Yumm's Marketing Strategy

The company with the help of celebrities not only created awareness but also promoted sales. They came up with slogans creating brand awareness. Twitter played an important role here.

This is how Too-Yumm found its place in the Indian snacks market. Slowly it is becoming a very popular healthy snack in the country.

Conclusion

Today, Too-Yumm has achieved an outstanding position in the market. The product quality and taste have remained consistent since the beginning.

It has been breaking the records since its launch of the product. The sales of the product have reached 200 corers per year and are constantly growing by 12% to 15% every month.

The future plans of the company include acquiring a plant in Gujarat and increasing production to meet the market needs. Also, they are trying to add various new flavours to the product list.

So, in this article, the strategy was explained and it was clear how Too Yumm found its place in the Indian snacks market.

FAQs

Who is the brand ambassador of Too Yumm?

Indian cricketer Virat Kohli is the brand ambassador of Too Yum.

Which strategies do Too Yumm adopt for an increase in sales?

Too Yumm appointed Indian Cricketer, Virat Kohli as its brand ambassador which boosted its sales.

Is Too Yumm an Indian company?

Yes, Too Yumm is an Indian company founded in 2017 by RP-Sanjiv Goenka group.

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