Indian Biscuits Products Limited

Submitted by:-
Kamal Ramani
Shreyas Joshi
Sulabh Tekriwal
Umang Khirbat

Relative Market Share

High Low
High
Market Growth Rate

Brands Of IBPL:-
1. Glucose (Rural)
2. Cream(urban)
3. Cream ( Semi Urban)
Low
 Indian Biscuits Products Limited
Analysis of current brands:-

As it can be seen from the BCG matrix that all the brands of IBPL are lying under
the zone of question mark so it means that they have the necessary growth
potential which has to be taken care of. If the current brands are neglected and we
enter into new brands then it will lead to our current brands becoming non
performers and ultimately become dog brands. Following will be the strategy for
the current brands:-
1. Glucose (urban):- Since we are the highest per MT revenue commanding
firm in the industry and despite our high price people are buying the
products, we have the option of reducing the prices to attract new customers
who are price conscious. This strategy will fetch good results in the current
price sensitive market and we expect the growth rate to shoot up immensely.
2. Cream (Urban and Semi Urban) :- Since these brands are already low
priced so we are not willing to play with the price of these brands. The only
thing which can be done is promoting these brands so as to maintain at least
current level of the growth.

So it is feasible not to enter in any new segment but to cater to current

segment. This Strategy will create a star brand in future and if not it will
protect the brand from becoming dog.

Changes in Sales Projection:-

Since there has been a price cut in the glucose biscuits, which is a price sensitive
segment, it will attract new customers. Because of this strategy we expect the sales
to grow more than previous year.
As far as other biscuits are concerned we will focus on promoting the product by
creating more awareness and conviction which in this competitive era will help us
to maintain current growth.