ACT II

POPCORN

Presented by
Abhishek Agarwal
Debjani Chakraborty
Debraj Roy
Ekta Marwah
Madhulika Mishra
Malini Mathur
Pop up some family fun !! Priya Arora
Rahul Arora
 Introduction

• Came Into existence as ACT 1 in 1981

• In 1984, Golden Valley developed microwave
popcorn bag.
• In 1991 ,Golden Valley was acquired by
ConAgra Inc and launched in 130 countries.
• Marketed under ACT II and Orville
Redenbacher's brand name.
• Various flavors were made available through
out the world.
•
 ACT II IN INDIA
• Act II was introduced in India in 1999.
• Common consumption was in movie theaters
and outdoor parks.
• Earlier Microwave popcorns were made and
later instant popcorns were introduced.
• Act II launched in many Indian centric
flavors'.
• The brand did promotion Via advertisement
banking on the “Ease Of preparation” &
“Even Papa can cook”
• Popcorn are one of the healthiest snack
 Objectives
• To know the market share of ACT II
popcorn in Gurgaon
•

• To compare ACT II with other major

competitors
•

• To suggest various measures to increase

the market Share of ACT II popcorn
 STRENGTHS
• Affordable by all
• Instant food
• Packaging and Processing
• Variety
• Healthy and tasty snack
•
 WEAKNESS
• Not considered as a regular snack.
• Negligible presence in the rural
sector.
 OPPORTUNITIES
• Opportunities for growth.
• Target new distribution channels.
• ATFL emphasized more on R&D to
develop new products and flavors.
 THREATS
• Strong competition from the snack
food.
• Popcorn available at multiplex.
• Health hazards for kids.
•

•
 Data collection methodology
Collection of Primary Data
•

1.Retail Audit
•

2.Questionnaire
•

3. Short interviews
•

Collection of secondary data

•
 Age …………………………………….................
Designation……………………………………………………
Q1. Do you eat Popcorn?
a)Yes b)No
Q2. How often do you eat popcorn?
a)Daily b) weekly c)Monthly
d)whenever I go for a movie
Q3. Which Brand do you prefer?
a)Act II b)Magic c)street hawker
d)local
Q4.Which flavors do you like the best?
a)Golden sizzle b) Classic salted c) butter pepper d)
chili surprise
Q5.What is your favorite snack?
a)Chips b) namkeen c)biscuits d) any other…….
Q6. Which flavors would you be willing to try?
a)Cheese b) schezwan c) caramel d) any other………………………….
Q7. Have you gone for a repeated purchase?
a) Yes b) No
Q8. What price are you willing to pay for ……gm ?
a)Rs 5 b) Rs. 10 C) Rs.30 d)Rs.40
Q9 ) Do you think popcorn at movie theaters are overpriced?
 ACT II
popping its way to the countryside!
1.lack of presence in the rural market
2.Lack of awareness in the lower middle
class regarding branded popcorn
3.Expect the prices to be lower than
the present prices.
 SEGMENTATION

üBranded foods
üvariety of flavors
üHealthy fun snacks
üConvenience snacks
 TARGETING

üfemales
ümiddle class market
üpester power
üyouth
 POSITIONING

ücampaign theme “ even papa can

cook “
ülow in fat and calorie content
üStrategic positioning
 Product
• A warm, nutritious snack that is fun
to share with your family.
• Available
TYPE in
FLAVORS two variants:
QUANTITY SERVING EXPIRY
•
•
MICROWAV Natural 85 gms 4 people 12 months
E Butter 24gms
• Butter lovers
•
INSTANT Sweet
Classicnsalted
salty 60 gms 3 people 8 months
Golden sizzle
• Butter pepper
Chilli surprise
• Tomato chilli
• Launched in 1999.followed by
• Nutritional information:
Ø Edible oil
Ø Iodized salt
Ø Zero transfat
Ø Cholesterol
Ø High fiber
Ø No sugar
Ø
•
Recommendations
• Introduction of new flavors:
•
Schezwan, cheese, caramel, jeera, green
mango.
•
Help in increasing trial of product
• Launch a ‘Zero Fat‘ version
• Introduce ready to eat popcorn in the
form of ‘popcorn balls’
• Introduce new products like ACT II corn
chips, sweet corn, Potato Starz and
 Place

• Mostly available in urban market in

corner stores, general stores &
supermarkets
• Weak penetration in rural market
• ACT II vendors are also found few
and far between localized shopping
arcades
•
•
Recommendations
• Increase distribution tie-ups with
•
--- multiplexes
•
---organized DVD retail shops like
seventymm etc
•
---Moser baer model
•
---school and office cafeterias
• Increase the distribution channel
margins to wholesalers and retailers
• Establish vending machines at malls ,
carnivals and other events
 Price

TYPE FLAVOR SERVING QUANTITY PRICE

Microwave
Natural 4 people 85 gm Rs 35
Instant Butter
Classiclover 3 people 60 gm Rs 10
Butter
salted 30 gm Rs 5
Sweet and
Golden 100 gm Rs 15
salty
sizzle (family
Chilli pack)
surprise
Butter
pepper
Tomato
Collaborate
chilli with multiplexes to

deliver ultimate cost advantage to

 Competition
Road side popcorn is
priced at Rs 5 for 50 gm
Frito-Lay lays chips are
priced at Rs 10 for 30 gm
Rs 20 for 70 gm

Haldirams Bhel Puri priced

at
Rs 33 for 200gm
 Promotion

• ACT II promotes through media like

TV ads, Billboards, Hoardings,
Posters, sales promotion , events,
Internet etc
• Insignificant promotion initiative in
few cricket tournaments
• Two variants of TV ads
---”even papa can cook”
•
Recommendations
•

• Celebrity endorsements
• Promote on the health plank
• A snacking alternative for diabetics
• Pop , peek & win promotional campaign
• Movie free with ACT II popcorn
• Popfest- movie marathon
• Increase TV presence by releasing ad
campaigns
• Add free popcorn recipes inside ACT
II packets
• Club with other ATFL products i.e.
bundling
• Offer quantity discounts – e.g.. save
Rs 5 on 3 packets of ACT II instant
popcorn
• Educate consumer about ease of
Thank You