UNIBIC

Unibic came to India in 2004 with the iconic Anzac and Bradman cookies. Over the years,
Unibic has grown its range to over 30 variants and has been regularly introducing fresh &
unique flavors to cookie connoisseurs around the world.
Headquartered in Bangalore, Unibic is known for its rich and flavorsome cookies that take a
bite of the premium cookie market.

  Vision
To delight the consumers with unique premium products at reasonable prices.

  Mission
Offer “superior quality, differentiated products” always and be seen as an innovator who
keeps introducing new variants from time to time to cater to consumers' taste buds.
UNIBIC generates $68.3M in revenue

About Unibic
•Unibic Foods India Pvt. Ltd -engaged in manufacturing, and marketing biscuits, cookies,
and pastries
.•Headquartered in Bengaluru.
•One of the fastest-growing FMCG was incorporated in India in 2004.
•Recorded revenue of Rs.75 crore in 2013-14
•UNIBIC India was set up as a subsidiary of UNIBIC Australia.
•The Indian arm of Unibic Australia focused mostly on the premium end.
•The Rs.10 and Rs.5 price points constitute more than 70% of sales in the Indian biscuit
market.

COMPETITOR ANALYSIS

Parle Products is UNIBIC's biggest rival. Parle Products was founded in

Mumbai, Maharashtra in 1929. Like UNIBIC, Parle Products also competes in the Food
Processing sector. Compared to UNIBIC, Parle Products generates $1.1B more revenue.
Makers of the world’s largest selling biscuit, Parle-G, and a host of other very popular
brands, the Parle name symbolizes quality, nutrition, and great taste.

With a reach spanning even the remotest villages of India, the company has come a very long
way since its inception.

The major products produced by Parle are Parle-G, Hide and Seek, Krackjack, Hide and
Seek, Milano, Magix, Digestive, Marie Monaco Parle Marie, Korean ams, Milk Shakti, Parle
20-20 Cookies, Nimkin, etc.
  ITC is UNIBIC's #2 rival. ITC's headquarters is in Kolkata, West Bengal, and was
founded in 1910. ITC operates in the Household Products Manufacturing industry. ITC
generates 12,777% of UNIBIC's revenue. In 2003, Sunfeast was introduced, marking the
company’s foray into the biscuit segment.

The major products by ITC are Milky Magic, Marie, Golden Bakery, Dark Fantasy, Glucose,
Dream Cream, Snack, Sweet n Salt, Nice, Vita, Special, etc.

Britannia is UNIBIC's #3 competitor. Britannia was founded in 1892 in

Bangalore, Karnataka. Britannia competes in the Baked Goods, Frozen & Prepared Foods
field. Britannia generates $1.9B more revenue than UNIBIC. It is an Indian company based
in Kolkata, which is famous for its Britannia and Tiger brands of biscuits, which are highly
recognized throughout the country. The main products produced by Britannia industries are
Good Day, Tiger, Marie Gold, 50- 50, Choco-chips, Choco-nuts, Little Hearts, NutriChoice,
Bourbon, NiceTime, Pure Magic, Milk Bikis, Jim-Jam, Cream Treats, Time Pass, Digestive,
etc.

FACTORS INFLUENCING BUYING BEHAVIOUR

Packaging
13%

Discount/ Offer
27%

Taste
40%

Price
20%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

 DECISION MAKER
Husband, 10%
Adult, 29%

Adult
Wife
Kids
Husband

Kids, 35%

Wife, 25%

SWOT ANALYSIS

STRENGTH
1. Good quality product
2. Variety in product
3. Offers variety of product in
different sizes under its brand
4. An experienced team of sales
and marketing executives.
5. Customer confidence.
OPPORTUNITIES
1. Promotion activity should be more as
many of the company mainly depends
on the promotion like advertisement,
sponsoring, paper ad, etc.
2. Retailing loyal retailers or wholesalers.
3. Can go rural as that market is also
expanding more and more.
WEAKNESS
1. Loose packing leads to breaking of
cookies in the packet which is then
goes for damage.
2. Breakage of biscuits while delivering to
retailers
3. Improper and irregular supply
4. Lack of schmes for retailers and
distributors.
THREATS
Threats are the other FMCG company like Parle
G and Britania who are with the same cookies
product which will be a great threat for UNIBIC.

OBSERVATION
Study the shops outlet
Checks stocks
Do a Sales Analysis.
Check visibility of category at
that outlet
Create interest in our product
and sell.
Right quantity to place at the
outlet
Have not money
Brand equity
Building Brand Awareness
Consumer Utility Perception
Key Learning:
LEARNING ACTION TAKEN
 Any layout changes
 Any new categoty
rearrangement
 Any new display
Do a Sales Analysis of product Check customer Feedback. Ask
sold in last 2 months what customer to any need for
was ordered and delivered. improvement.
People are shifting from this
category to that category.
Build relationship Features and benefits.
If we do no place ordered in Explain category growth rates in
right quantity area, city
Retailers objections: Explain product sales features
 Trying ton protect and benefits
themselves
 Category does not sell
at that outlet
 Does not believe in
salesperson/
distributor
 Want more schemes
Lots of retailers have not cash Everday 20 sales people call who
flow rich makes a call to convenience to
Have not money retailers for sale a goods.
Retailers develop this wall try to
protect themselves.
Rather than profit we should Unibic signatute product?
focus on brand equity. Likewise Parle signature product
Brand equity is more valuable is Parle and Biscuit.
than profit.
Rather than profit, building
brand equity should be
focused.
Unibic is a new brand that’s Health aware biscuit
why we have to aware this
product to the consumer.
Same rate…unibic always
changes their cookies price.
So, that’s why consumer
thinking twice to purchase

Every co. have right to know
that what kind of demand
creation they are using
that premium product.
Every customer cant afford to
buy.
Any sampling being done. Celebrity endorsement it will
The co. should give give positive impact.
promotional activities to
increase awareness

Planogram Plan for Display….either the

selling organization or buying
organization.
Consumer buys that product
if we display in better manner
that can increase sales
value….unplanned purchase.

peek and lean hours

4.5
4 4 4 4 4 4
4
3.5 3.5 3.5
3.5

3
2.5 2.5 10:00-2:00
2.5 2:00-6:00
2 2 6:00-10:00
2 1.8
1.5 1.5 1.5
1.5 1.25
1 1 1
1

0.5

0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

COMPETITOR ANALYSIS
 Monthly Sales Data
45000

40000

35000

30000

25000

20000

15000

10000

5000

0
Parle Britania ITC Sunfeast Patanjali

Avg sale Competitor Avg sales Unibic

PROGRESS REPORT

Unibic Sale
45000

40000 38883

35000

30000

25000 22360
20000

15000

10000

5000
1210
0
Apr-22 May-22 Jun-22

Unibic Sale Linear (Unibic Sale)

 Chart Title
gpvind traders quality king 2
38883
22360

20390
2390
2110

1210

Ap r -2 2 May -2 2 J u n -2 2