"Eat Healthy, Think Better"

Introduction on Biscuit Industry

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

billion)
India is known to be the second largest manufacturer

of biscuits, the first being USA

Bread and biscuits are the major part of the bakery

industry and covers around 80 percent of the total bakery products in India

Annual growth rate of biscuits industry

2003-04 2004-05
2005-06 2006-07 2007-08 2008-09

15 14
14 13 15 17

Yr. 2008.exemption from Central Excise Duty

Annual production Biscuits Industry

18 16.14 16
14.29

17.14

14 12 10 8
6

12.54 11

Lakh MT

4 2 0 2003-04 2004-05 2005-06 2006-07 2007-08

Biscuit Industry profile

Organised : Unorganised :: 40 : 60

Introduction on Biscuit Industry

Rural-urban penetration of Biscuit : Urban Market : 75% to 85% Rural Market : 50% to 65% Per capita consumption of Biscuits : INDIA 1.8 kg, South East Asian Countries 2.5 kg to 5.5 kg USA 7.5 kg

HIKE IN PRICES OF RAW MATERIALS

S.NO 1 2 3 Raw Martial Maida Sugar Parmoline Oil Jan 08 12.23 15.09 52.99 May 08 12.00 16.00 57.00

4
5 6 7 8 9

S.M.P
Butter Laminate F.O HM Bag

122.00
118.94 200.00 26.63 91.92

127.00
130.00 230.00 35.00 105.00 28.00

Carbon Box Per Kg 25.00

Categories of Biscuits
Glucose
Marie Sweet

Crackers
Cream

Milk

Popular Brands of Biscuits in the country

Britannia, Parle, Priyagold, Anmol, Sunfeast, Biskfarm, Dukes, Veeramani, Bonn, Bhagwati, Raja, Champion, Sobisco, Madhabi,

Cremica,
Priya, Nalanda Cookieman

Nezone,
Windsor, Ankit, Shangrila

Biscuit Industry major players

Brand Key for

Introduction
Britannia is one of India's biggest brands and the pre-eminent food

brand of the country.

In 1997, the company unveiled its new corporate identity - "Eat

Healthy, Think Better

In 1999, the "Britannia Khao, World Cup Jao" promotion further

fortified the affinity consumers had with 'Brand Britannia'

The Lagaan Match was voted India's most successful promotional

activity of the year 2001 while the delicious Britannia 50-50 MaskaChaska became India's most successful product launch

Products

Britannia Good Day

Britannia Good Day was launched in 1986 in two

delectable avatars - GOOD DAY CASHEW and BUTTER New variants were introduced - Good Day Pista Badam in 1989, Good Day Choc chips in 2000 and Good Day Coconut in 2004 Good Day is amongst the fastest growing brands in Britannia's portfolio and is today the market leader with almost 2/3 share of the market

Product
Good Day Jumbo
Good Day Cashew, Badam and Pista Choco Chop and Choco Nut

Price
Pricing strategies : Competition pricing Bundle Pricing Value Pricing

Price points of Good Day Biscuits

GOODDAY CHOCO CHIPS GOODDAY CASHEW GOODDAY CASHEW FAMILY GOOD DAY BUTTER GOODDAY BUTTER FAMILY GOODDAY PISTA GOODDAY PISTA FAMILY

72 x 75 Gm. (Rs 15.) 80 x 75 gm. (Rs 12.) 48 x 250 Gm. (Rs 20.) 80 x 75 gm. (Rs 10.) 48 x 250 Gm. (Rs 18.) 80 x 75 gm. (Rs 12) 48 x 250 Gm. (Rs 12)

Cost sheet of Good Day Biscuits

Cost of Production Companys Profit Packaging Promotion Transportation Selling & Distribution Cost to Distributor Distributors profit Cost to Wholesaler Wholesaler Profit Retailer Cost Retailer Profit MRP

1.00 1.50 0.50 2.00 1.00 1.75 7.75 0.75 8.50 0.50 9.00 1.00 10.00

Place
Intensive Distribution

Promotion
Advertising
Good Day, "Richness is only one functional facet of Good

Day. But there is also a large emotional facet that of spreading happiness. This became the plank on which Good Day began to be advertised
"Good Day is full of nuts and is rich but it is also good for

health. So, they created the Swasth kao, tan man jagao (Eat healthy, energise body and mind) campaign."

 Sales promotion

Eat Britannia, Go for World Cup" was the theme adopted in 1999
People searched for the lucky scratch for flying to England to see world Cup Cricket match The sales bounced 37% high on account of this strategy
Lagaan match- 4000 lucky winners were invited to watch

the lagaan team match

Competitive Environment

Target Group
Targeted at Children and Teenagers as a tasty health

food that can be consumed as a snack and also at the breakfast table.
It is promoted as a health food that it would give a

person the energy to start his daily routine and so is aptly named Good Day.

 Good Day comes in Premium biscuits segment and is positioned as a health food

 Britannia Good Day is an augmented product.

Augmented products are those products which have additional attributes in the product to differentiate it from the competitors products
Good Day biscuits are consumed at a fast rate due to

richness in taste and ingredients and hence they are purchased frequently by consumers

BENEFITS

CORE BENEFITS It is used for filling up the stomach in between meals or whenever one feels hungry ADDITIONAL BENEFITS Used as a snack to reduce hunger so that it fills the stomach and also reduces ones appetite. Ideal for weight loss programs

Value &Personality
Good Day brings laughter and happiness into people`s

daily lives. It transcends race, caste, creed and unifying humanity in an inclusive emotion.

Reasons to believe
Good Day Biscuits are packed in colored packaged which

have a color that shows the ingredient or the USP of the biscuit E.g.:- Badam pista comes in brown and green which signifies pista and badam

Essence
In keeping with its core essence of Swasth Khao Tan

Man Jagao, your Company constantly strives to find sustainable opportunities to drive home the message of nutrition and good food habits among children at the right age. Britannia is committed to help secure every childs right to growth and development through good food everyday.