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What is it?
Vision
Mission
Its the
engine of a train
What is it?
Vision Mission
Mission
Wal-Mart: "To give ordinary folk the chance to buy the same thing as rich people. "Become a $125 billion company by the year 2000."
BISCUIT INDUSTRY
Biscuits are cheapest processed food ever made. Per `12600Cr But this industry size is aboutcapita consumption Biscuits were assumed as sick-mans diet in early days. But now, it has become the most India USA loved fast food for every age group. 2kg/person/yr 15kg/person/yr
The biscuit market has now moved from the core Urban-Cracker, Glucose base to more value added categories.
Rural- Glucose cookies,Cream sandwitch
BISCUIT INDUSTRY
Largest Global Biscuit producers
1.
2. 3.
Penetration Rate:
1. 2.
Growth Rate: 12-17% in the next few years. (Britannia @ 22% CAGR)
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Glucose Biscuit (44% of total biscuits) Milk Marie Market Share 12%
13%
Others 8%
Tiger, 22%
Glucose 44%
CREAM 10%
Parle G, 66%13%
CRACKERS
MARKET SHARE
14% 5% 6% 9% 35%
PRIYA GOLD
ANMOL OTHERS
31%
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Poters 5F Model
Threat of substitute products
Oreo, PepsiCo
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Industry consists of
Major player
Minor player
Est. in 1885
CEO: Vinita Bali Owners: Mysore Kingly Wadias family Got huge investment and got famous in World WarII. Products: Biscuits, Cookies, Bread, Rusk, Cake, Milk & its products and Breakfast. HQ: Kolkatta, Reg. Office: Bangalore Manuf. Unit:Bangalore,Mumbai,Kolkatta,Uttarakhand, & Orrissa
(up coming)
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Source: http://www.britannia.ac.in
campaigns To dominate the Lot and beverage food 5 varients: of Promotional To dominate the food and beverage market in India through a profitable range market in India with a distinctive Eat Healthy, Think Better of Tasty yet Healthy products by making range of Ragihealth, good for taste GoodTasty& Oats - Diabetic Friendly for Yet Healthy Britannia brands. every Indian a Britannia consumer.
"Eat Britannia, Go for World Cup 1999 & 2003 =37% increase in sale Tasty grains Dominant ragi, rice, 5 yet healthy - hunger burster (oats, corn,F&B market wheat) 'Britannia Lagaan Match Winner got chance to play cricket match with We want to be part of our consumer Sugar added film stars out - sweet but no at home,sugar home, a natural part (Taste Digestive bhi)for general health Every Indian A Britannia Bhi, Health To Make out of promote 50-50 brand free books, scale, pencils were provided free To of his/her life. Consumer of cost.
Children b/w 7-14yrs of age For Teenagers class friends Undisputed Universal brand to infuse happiness into peoples life adolescent/adult indulgence category.
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Source: http://www.britannia.ac.in
Britannia NutriChoice Ad
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ITC joined Biscuit players in July 2003 Location: Bangalore, It started with the strategic plan to save its core cigarette industry using parallel advertising.
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Strategy
Mission
To deliver highest To be one of the leading product quality and biscuits manufacture in Corporate strategy aimed at creating multiple drivers of growth anchored on its value to consumers Indian biscuit market time tested core competencies.
To attain leadership on the strength of world class standards in quality and costs Leverage the goodwill of trademarks to: Capture emerging opportunities Further enhance current brand equit To at least 11% capture the `11,000Cr biscuit industry To diversify ITCs core business from mere cigarettes to books, food & beverage industry, Hotels and there by advertise the products of ITC. = Parallel Advertising. To be one of the premier player of Biscuits in India
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Parle
Est. in 1974 at Jhajjar, Haryana Size: 4000+Cr Company Largest biscuit & confectionary manufacturer of India Strengths: Extensive distribution network Consumption: 4515biscuits/second throughout India
Source: www.parleproducts.com
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Parle
Vision
Strategy
Mission
Shaktiman & 1929 - To provide JOY & 1997-Parle-G: Sponsored for Indian Superhero Every nation dreams of a better Chandamama comic tomorrow. And every nations CHEER to Children & adult (published in 13 indian language) tomorrow lies in the hands of alike, all over country with its
its children; children who make the nation proud in every aspect; the young geniuses Ek hi bite main sweet bhi, salt bhi campaign for KrackJack who shape the future of the nation. So its HIDE & SEEK Hritik Roshan, Aamir khan and Darsheel safary - endorsed important to nourish these young minds, How Parle-G maintained `4/- for many years?after all its a question of for By varying number of biscuits the nations future.
2005-Promote its products, Golu Galata
Biscuits.
Penetration strategies: How Parle became #1 in biscuit consumption volume? Source: www.parleproducts.com 20 High quality at low price
Unibic Australia Pvt. Ltd. Is the parent company. It manufactures and supplies
Australia, the United Kingdom, South East Asia, New Zealand, Canada, and the United States
Source: http://www.unibicindia.com/corporateprofile.html 21
Strategy
Mission
To Provide world class product at affordable prices: To delight the consumer 1. Manufacture & Market of 1. Manufacturing with unique premium unit at Bangalore products in major markets 2. at reasonable products Marketing emphasis on Major towns and Organized retail. and organised trade 3. Niche market: Sugar-free biscuits prices 2. Strategic 4. No major player in Cookies market categoryalliance of biscuits. 5. Collaboration with Caf Coffee Day 3. Export to Australia, New 6. Export from Bangalore & Australia to US, Europe, Middle East. Zealand, UK and US, 7. Unique production methods-WireMiddle east and south cut technology east.
Not to mess up with the big guys (such as Britannia, Parle and ITC), Unibic has Adopted a strategy What not the big guys not do, will be done by Unibic Hence it has entered into Sugar Free biscuits.
Source: Product under development is chyawanprash New http://www.unibicindia.com/corporateprofile.html
Strategy
Mission
Innovation Satisfying real-life "Helping People Around the Oreo was promoted by Oreo Thoroughness needs with unique ideas Bus, Bus Hoodings, World Eat and Live Better." It is still in the market research stage. Quality Fulfilling a promise to deliver the best It has suied major player Britannia (Treat-OSafety Ensuring highrights, to design) in Copy standards in everything we make capture Indian biscuit market.
Respect Caring for people, communities and the environment Integrity Doing the right thing Openness Listening to the ideas of others and encouraging an open dialogue
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Strategic Comparisons-1
10 9 8
9 8 8 7 6 6 8 7 6 8 7 6 8 7 7 8 7 8 7 8 8 7 8 7
Ranking
7
6 5 4
3
2 1 0
Packaging
Cost
Variety
Nutrition
Filling
Taste
Value Offerings
Parle Britannia Sunfeast
Availability
Comparision-2
Type
Britannia
Pricing strategy
High margin in cream,
Promotional strategy
10% of its turnover on marketing, as its is growing @22% CAGR every year Best of Brand ambassadors, mass campaigns, followed Cadbury way Largest spender on ads & promotion i.e. 35-40% of its turnover on marketing 10% of its turnover on marketing especially market research. Not significant
Distribution strategy
Excellent distribution channel also through army Extremely widespread distribution Existing market of tobacco Small scale distributers
Parle
High margin in cream, volume from Marie & glucose Not cheap for consumers, but good quality. Reasonable,
Unibic
Thank you!!!
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Thank you!!!
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Disclaimer
All pictures and Logos used in this ppt
remains the property of the patent holders If there is any legal notifications to be made, it is at Thirthahalli court. Contact information: sachinpm.cabm@gmail.com
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