INTRODUCTION

• Parent Company : Pepsi co.

• Category : Snacks
• Sector : Food & beverages
• Tagline : It ain’t easy being cheesy; Dangerously cheesy
• USP : Cheesy unique taste
 Cheetos, a global brand,
launched in India in 1995 by
Pepsi co has been positioned as
a brand which inspires
imagination and a sense of
adventure and fun.
 Hello! I am Chester
Cheetah.
Your favourite brand
“CHEETOS’S” mascot.
 Chester Cheetah is Cheetos’ brand mascot. Chester Cheetah is the “Cool Cat” who
accompanies kids in their adventures. Chester is wild and witty, wears cool sun glasses
and is great fun to be with. Most importantly, Chester Cheetah is crazy for Cheetos.
 Cheetos STP
• Segment : Food snack segment
• Target audience : Urban youth in middle and upper
middle class
• Positioning : Cheese based puffed snack
 Consumers
Demography. Psychography
 STRENGTHS
• A strong mother company: As Cheetos is a brand by PepsiCo which is a well-
known brand in the snacks and drinks industry.
• A huge market: Cheetos may have originated in the US, but it can spread itself to
more than 38 countries which have created a larger market for themselves.
• Different flavors: Along with the classic cheese flavors Cheetos have other flavours
as well.
• Good Advertisement lovable and witty Chester cheetah is well known for everybody
. Cheetos have also targeted the youth quite well to raise their market even more.
• The First in their field :Cheetos was the first one to introduce cheese puffs, and that
is the reason for them holding the market quite well.
 WEAKNESSES
• Other corn chips competitors: Other companies like Doritos are gaining popularity
due to their claims of being better and due to strong advertisements. Even on an
international level Cheetos is facing competition from local brands coming up with
cheese puffs.
• The quotient of unhealthiness: People are getting health conscious, and people are
not fond of having fried chips anymore. Also, people with cheese or gluten allergies
are not able to consume Cheetos.
• Competition from its own mother company: Lays is another brand from the
PepsiCo, and it is loved around the world. People, in general, have been seen to
prefer potato chips more than any kind of snack presented in the market.
 OPPORTUNITIES
• Including healthier options: . They should improve their ingredients and utilize
healthy oils and they can create some options for allergic people.
• Increase in their advertisement and visibility on the internet: . They should
include more campaigns on social media sites as they help in pulling in more
followers.
• The inclusion of more flavors: As other companies are introducing a lot more flavors
Cheetos should do the same. Some international flavors can be made to interest the
people into it.
• Expansion to more countries: . Cheetos can easily incorporate more countries
under their arms and set themselves at a better growth.
 THREATS
• Fall in customer base due to its unhealthiness: Parents and youths are getting
health conscious, and the unhealthy content and high calorie of Cheetos are making
them stop eating it.
• Association of it with binge eating: As Cheetos is a snack it is backlashed by the
media for being an unhealthy snack and as a leading cause of obesity.
• Marketing is done by the competitors: Other snack producers are constantly trying
to take their place by advertisement. Often they portray themselves as a healthier
option.
 BIG IDEA
MULTIGRAIN CHEETOS
• WHY MULTI GRAIN CHEETOS?
One of the threats of Cheetos is fall in the consumer base due to its unhealthiness.
Parents and youngster are getting health conscious, and the unhealthy content and high
calorie of Cheetos are making them stop eating it. So to re-establish it in the market, we
have to modify its ingredients.
• Broad idea: To change it composition, by using multigrain, healthier oils, less cheese,
no preservatives, more protein content, less calories
 POSITIONING
• New flavor : Multigrain Cheetos
• Healthier than before
• Evening family Snacks/ mini meal
• Eco friendly Packaging
• Contribution towards Save Tigers mission
 TAGLINE

Wanna celebrate???
Cheetos is your mate
• Radio jingle :
1.Station:98.3 Red fm
2.Duration:10 seconds
3.Estimated cost:1860Rs.(10 seconds)

Script:
 Medium

• Digital advertisement
1.Apps:Hotstar, Sony liv, Voot, viu etc.
2.Duration:10 seconds
3.esrimated cost: