CREMICA AMRITPAL SINGH

RAHUL GUPTA
BISCUITS VARUN BHARDWAJ
SHAILENDER CHOUDHARY
SANDEEP SINGH
PARITOSH SACHDEVA
Industry outlook

• Biscuits market in India : Rs 9,000-crore (Rs 90-billion)

• FMCG sector generates 5% of total factory employment in

the country and is creating employment for three million
people, especially in small towns and rural India.

• There are around 150 -medium to small biscuit factories

in India.

• Indian biscuit industry is the 3rd largest industry , just

behind U.S.A. and China.
HISTORY
• The Cremica group, a widely diversified food products
company from India, is an acknowledged frontrunner in both
food retailing and foo service industry.
• Established by MRS. BECTOR, a passionate food enthusiast,
three decades ago.
• Cremica has emerged as a preferred consumer brand and a
leading supplier to Indian and global food majors.
• Started in 1978.
• In the year 1997 seeing the quality
of the products being manufactured
McDonalds approached Mrs. Bector
for supplies of various products
i.e. buns, liquid products and
batters & breading.
 Major Companies
 Britannia

 Parle

 ITC

 Priya Gold

 Mc Vitties

 Cremica

 Horlicks
SWOT Analysis
Strengths Weaknesses

Varied Type of products Availability

Presence of established Branding

distribution networks in both
urban and rural areas Lack of awareness

Innovative product category

(Twin Flavor) Dependence on
retailers & grocery
Renowned Clientele
Stores for displaying
diversified Products on
shelf, induce impulsive
buy
SWOT Analysis
Threats
Opportunities
Competition from the National brands.


Slowdown in rural demand.


Untapped market.
Local bakery products


Large domestic market.

Export potential.

Scope for upcoming

 Marketing Mix
Product Pricing

Different Products are available at different

Available in 4 categories over more price from Rs. 10-25
than 18 products
Providing health conscious product
Glucose
Positioning as a premium brand

Cookies Targeting new generation as well as Indian

family's

Cream Biscuits Promoting as a tea time snack

 Crackers
Marketing Mix

Place Promotion
Cremica has 2 manufacturing
unit one in PHILLAUR (Punjab)
and other in UNA (HP) Motivation to the
dealers
Distribution network
Television media (Ad
Direct marketing agency: JWT)

Print media
RESEARCH METHODOLOGY

• Sample Size:- The sample size for the study was taken to be
100.

• Sampling Method:- The sampling method used for this

research project was Convenience Sampling. This method was
adopted keeping in mind the number of respondents.

• Scope of Research:- The scope of research extended up to the

region of Chandigarh and its nearby areas.
• Method of Data Collection:- The primary data was collected
mainly through questionnaires and telephonic interviews.
The secondary data sources were internet websites and
magazines.
Ques.1) Which type of biscuits you normally prefer:-

Branded - 78
Bakery - 22
Ques.2) How often do you eat biscuits:-

EVERYDAY- 60
OCASSIONALLY- 25
SNACKS - 15
Ques.3) Out of the following which type of biscuit you
prefer?

Cream – 35
Salty – 18
Cookies – 35
Digestives - 12
Ques.4) Before buying biscuits which factor do you
consider :-

Brand – 18
Availability – 18
Taste - 64
Ques.5) Which Brand you normally Prefer -:

Britannia – 45 Cremica – 12
Parle – 17 Others - 9
Sunfeast – 17
Ques.6) Why Not Cremica?

Brand Taste
Availability Price
Current Scenario
 Cremica’s turnover is 380 crore whereas 65% of
the revenue is contributed by biscuits.
 Leadership Position : No. 3 in Punjab
No. 2 in Himachal
No. 3 in J&K

Marketing team 200

Distributors 500
Super stockiest 15
Depots 15
Recommendations
 A good pricing strategy must be adopted.

 Motivating the distributors and retailers by offering some tour packages and extra
benefits based on the target achievements .

 Organizing an events and exhibitions in corporate places to create brand awareness.

 Distributing the samples in collage and school campuses to penetrate the new
generations .

 Collaborating with some health clubs to create product goodwill as a health conscious
product.

 Collaborating with a beverage chains like café coffee day or barista to create a larger
international brand image.
Future’s Prospects

 Mrs. Bector’s (Cremica group) is willing to invest 1.5 to

2.5 billion in PMFP (Punjab mega food park).
 Projected revenue to 850 crores by 2011-12 from 380
crores
 With the investment of 30crores for setting up food
processing facility in Haryana to cater domestic & export
market.
 Expansion in Metro Cities