In 2009 the global savory snacks market was worth $74.7bn. This growth is observed in emerging markets, in particular Chinese, Indian, Russian and Turkish markets. The market is set to grow in value by $10.8bn to $85.4bn by 2012 . (Strategic Assessment of Indian Snacks Industry). The processed snack category, which includes tortillas and chips is the largest snack category. The highest growth category is set to enjoy CAGR of 6% between 2009 and 2013. Growth within the snack category is being driven by growth in meat snacks and cheese snacks.

Not so long ago biscuits, corn-based and non- potato snacks represented the Pakistani snacks market. The business of high quality, pure and internationally recognized . But the potato chips was yet to appear on the snacks scene. Although there were a few small local players in different pockets and Pakistani consumers were aware of a few local potato chips brands, a strong chips brand was yet missing. On 2007, an international potato chips brand appeared on the horizon of the Pakistani snacks market. Brand Lay’s , within no time conquered and captured the entire of consumers became the major reason of Lay’s immense success. By introducing innovative and trendsetting potato chips flavors backed with international quality, Lay’s became the growth catalyst for the natural potato chips category and today it is proudly leading the Potato Chips segment within the snacks category. Lay’s has also played a pivotal role in doubling the share of Potato Chips segment within the salted snacks category and has outgrown all other segments. Today Lay’s is the most popular and foremost snack brand in its category, posing a threat to all other major snacks. Heating up competing makes the snack market more combative and aggressive than ever before. Player form local, national and international level are competing each other for revenues as well as shelf space. This is due to catering more market share and recognition. This led to innovation in the snacks market by introduction of more and more product like kurkaray, Pufs, peanuts, Soft pops, Slanties, Pop corn etc.

Niaz (Pvt.) Ltd. is a sister company of Sh. Ghulam Ali & Sons . The Food Division of Sh. Ghulam Ali & Sons was spun off as an independent company Niaz (Pvt.) Ltd., established in 1991. Shahid Niaz is a managing Director of the company. He is an MBA (1980) from the eminent European business.

Top Pops is the snack food brand of the company Niaz (Pvt.) Ltd. It’s a corn-based snack launched in Pakistan in 1989. Almost a generation has grown enjoying Top Pops. Top Pops having nutrition with cheese and proteins, crispy, crunchy corn snack being baked, not fried brand. Form the heating up competing Niaz’s repositioned their product as slogan “thoda sa magic – thodi si mast!”

Top Pops is available in three sizes

• Tikki Pack
• Regular Pack
• Party Pack
• Big Bag

Top Pops are available in two flavors right now these are

• Spicy
• Chicken

Top Pops regular is a flag bearer of Top Pops, Original Tikki Pack and Big Bag have been discontinued due to exorbitant rise in prices of corn, edible oil, plastic wrapping, electricity, gas and labour since 2008. Party Pack shall also be re-launched nation-wide soon.

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After the long time Top pops brand is back in competition. Mix of advertisement tools used by the brands these include the TVC, internet and most important social media. These less cost but selective media come up with good results to date for the brand. On the internet Top Pops has its own website. Its URL is http://www.niaz.com. Website focuses on the two main purpose first one is internet presence among the snack brands as in the self stores and second is make the website interactive for the children. Website have two main section including Fun side aspect and learning and educational aspect which brands wants to start in the future intentions. Non of the Snack brands have such innovative ideas for the future Game plan. 

http://www.bigbag.com.pk. : On Big Bag site there are 5 fun activities for the children and target audience to make the brand more attractive and generate visits to gain popularity these are: matching game, jigsaw puzzles, swatting flies, ping pong , chasing sheep and goodies galore, initiative toward internet gaming form the brands for the target population.

http://www.vaadi.com.: On that site brands is focused on the educational and learning point of view for the target population. The section includes learning Urdu Alphabets, Listening stories form animated AMMA (grand mother), information about different environments, cultures and values, Renowned authors of Urdu and their writing for children, interesting to probe, classical American stories, countries and their capitals and quiz for learning, children contribution by uploading animated multimedia presentation they made also seb section includes . jokes, children comments and opinions.

Niaz (Pvt.) is actively promoting its brand by social media (Face book) to cater larger exposure of audience of targeted one. With the aggressive come back in completion race Brand Top pops focus on two major area in spite of advertisement they have also been keenly interested in education and technology which they depict in their website.