In 2006-07 PTC Food division decided to enter the fast growing(20-30% annually) snacks segment, an altogether new to it. It hadonly one national competitor-Trepsico's Trito. After a year itswafer snack brand- Ringo, fetched 20% market share across thecountry. Ringo's introduction was coincided with the cricket worldcup. The wafer snacks market is estimated to be around Rs. 250crores. The company could take the advantage of its existingdistribution network and also source potatoes from farmers easily.Before the PTC could enter the market a cross-functional team madea customer survey through a marketing research group in 14 citiesof the country to know about the snacks of eating habits of people.The result showed that the customers within the age-group of 15-24years were the most promising for the product as they were quiteenthusiastic about experimenting new snack taste. The companyreported to its chefs and the chefs came out with 16 flavours withvarying tastes suiting to the targetted age-group. The companydecided to target the youngsters as primary target on theassumption that once they are lured in, it was easier to reach thewhole family.

Advertising in this category was extremely crowded. Every weektwo-three local products in new names were launched, sometimes withsimilar names. To break through this clutter the company decided tobank upon humour appeal. The Industry sources reveal that PTC spentabout Rs. 50 crores on advertisement and used all possible mediaprint and electronic, both including the creation of its ownwebsite, Ringoringoyoungo.com with offers of online games, contestsetc. Mobile phone tone downloading was also planned which provedvery effective among teenagers. The site was advertised on alldotcom networks. Em TV, Shine TV, Bee TV and other importantchannels were also used for its advertisement along with FM radiochannels in about 60 cities with large hoardings at strategicplaces. Analysts believes that Ringo's success story owes a lot toPTC's widespread distribution channels and aggressiveadvertisements. Humour appeal was a big success. The `Ringo' wasmade visible by painting the Railway bogies passing across theStates. It has also been successful to induce Lovely Brothers'Future Group to replace Trito in their Big-Bazaar and chain of foodBazaars. PTC is paying 4% higher margin than Trepsico to Futuregroup and other retailers.

Ringo to giving Trepsico a run for its money. Trito's share hasalready been reduced considerably. Retail tie ups, regionalflavours, regional humour appeals have helped PTC. But PTC stillwants a bigger share in the market and in foreign markets also, ifpossible.

Answer the following questions:

Q1. Analyze what kind of marketing strategy was formulated andimplemented for Ringo?

Q2.Create a plan for Ringo so as to enlarge its market?

What else can the management do in the face of growingcompetition?

Note: Answer must have less than 20%Plagiarism