Too Yumm!’s strategy of roping in Virat Kohli has helped it establish itself as a credible brand, says Anupam Bokey, CMO (FMCG), RP-Sanjiv Goenka Group. He tells us about the brand’s ambition of touching the magic figure of Rs 500 crore, and the strategy it’s employing to get there
Q] It’s been more than a year since Too Yumm! was launched. How has the journey been so far?
In the past, a lot of initiatives taken for healthy snacking didn’t go that well. We have learnt a lot from those past experiences of other brands. In snacking, taste is the primary driver, and everything else follows. When the Too Yumm! products were being formulated, we made sure not to compromise on taste. Another insight was that consumers believe that healthy cannot be tasty, and vice versa. So when we managed to get the taste right, the going became much smoother. We also wanted to be credible in terms of our communication. That’s where our brand ambassador, Virat Kohli helped a great deal. Getting him on board, especially after he publically announced his departure from Pepsi, helped. For a startup brand like ours, approaching the trade and convincing them about our product and credibility was difficult. Kohli as a face helped there, too. Also, when we launched initially, we missed out on a few things - we had a higher price point and sold the products in large packs. Moreover, in the beginning we felt that Digital was the way to go. However, we soon realized that wasn’t enough when you wanted to spread awareness about a new brand. There was a huge gap between where you wanted to go and where it all started. It took us some time to get the mix right. We then launched smaller packs at Rs 10. Yet another learning was that ‘Wheat Thins’ and ‘Fox Nuts’, two products that we started off with, were only popular in certain parts of the country, which became a challenge. Our first mainstream product launch, ‘Veggie Sticks’, was what led to the brand’s traction finally. We were clocking sales of Rs 50-60 lakh a month in October-November. With our first campaign, we hit Rs 5 crore, in less than two months. Now, it’s a matter of building awareness and also expanding our distribution. At the moment, we are present in around 2.5-3 lakh outlets. But the snacking universe is huge; over 7 million outlets. So, the next stage for us is to be present in a million outlets in the country.
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December 23, 2019