Makret Drivers for Frozen Market

The macro environment in India has become favourable for Value Added Food Products. Following are three key drivers of change:

1) Advent of Modern Trade. Organised retail  like Reliance Fresh, Big Bazar, Easy Day, Spar, Food World, Nilgiris has played an important in development of the category. They typically have complete range of  2-3 players in open chest freezers / vertical deep freezers.

2) Changing Demographic. India is a young country where majority of population lies between 20 - 35 age group. Sectors like IT / Telecom / Call Center has given high disposable income in their hands. They look for convenience and are more than willing to try out new things

3) Replacement of Traditional Snacks. Chicken Sausage / Salami / Fingers / Nuggets / French Fries / Cutlet are replacing the traditional snacks like Samosa / Kachhori. Reason is hygiene, convenience and exotic taste.

1st TVC of Frozen VAP

Finally, Godrej Yummiez launched its first TVC. This is the first time when any frozen VAP (Value Added Product) company has launched its advertisment.

The advertisement points on simple occassion to have snacks - wise area if you have a budget of only 20 sec.

I wonder why Godrej has not focussed on Quality. It uses Godrej Real Good Chicken that is fresh and hygienic. Production is Vista Foods, Mumbai (that is one of the suppliers of Macdonalds). Plus Godrej name that simbolises trust and quality.

Still, product and media innovation points goes to Godrej - All The Best!

Godrej Yummiez First Anniversery

Godrej Yummiez was Launched in Mumbai on 7th June 06