Snaqary Snacks: Building a Start-Up Brand

Anchal Abrol and Priya Puri faced a dilemma of enticing their children to eat nutritious food. In 2019, they decided to pool all their savings to launch Snaqary. The company’s clever recipes, inspired by traditional Indian wisdom, focused on nutritious ingredients such as multigrain without compromising taste. Though organic growth met initial expectations, the time to launch the brand into the next orbit was upon them when they realized the need to generate a strong preference and pull for the brand to be able to command a position in the grocery retail system. It was March 2023, and they were planning the following year's strategy. Snaqary wanted to scale up and make the brand attractive to investors.

The case can be used as part of the core marketing management course in an undergraduate- or graduate-level course to highlight marketing concepts. It can also be used in courses like strategic marketing, strategic brand management, and entrepreneurship or a strategic brand management course to discuss brand growth. After working through the case and assignment questions, students will be able to do the following:<ul><li>Illustrate how core marketing concepts like the 5Cs (company, competition, collaborator, context, and customer), STP (segmentation, targeting, and positioning), and 4Ps (product, price, place, and promotion) integrate to build a successful marketing strategy for any brand.</li><li>Appreciate the importance of understanding customers, their behaviour, and beliefs to build a robust marketing strategy.</li><li>Evaluate strategic growth alternatives available to a firm and recommend the way forward in line with long-term strategy.</li><li>Understand the challenges faced by start-up brands to grow and scale up.</li></ul>

• marketing strategy, entrepreneurship