TEAM MEMBER

Utkarsh Gupta
Shivam Singh
Surendra Singh
Shashank Gupta
Abhinav Bhatt
Mohd.Abbas Naqvi
About - A Brief History
 Started by John Cadbury in Birmingham in 1824 in family grocery
store.
 Expanded by sons- Richard and George. They also established a
town Bournville as a part of expansion.
 Presence in approximately more than 100 countries.
 Headquarter- London, England.
 More than 300 different products in all countries combined.
 Presently owned by Mondelez International since 2010.
About India
 In India since 1948 with importing chocolates.
 Production Plants in - Thane, Pune, Gwalior, Baddi (H.P.) etc.
 Sales Office in New Delhi, Mumbai, Kolkata and Chennai.
 Head Office – Mumbai
 More than 50 products in all categories.
 70% Market Share in chocolates in India.
CHOCOLATES CANDY/ GUM BISCUITS BEVERAGES

Dairy Milk Eclairs Oreo Tang

Celebration Halls Bournvita Biscuits Bournvita
Bournville Bubbaloo Hot Chocolate
5 Star Cocoa Powder
Perk
Gems
Temptation
CATEGORY-
Oreo is one of the most popular brand if
cookies which was first sold in the year
1912 by National Biscuit Company today
known as the Nabisco. In India, Oreo was
launched in the year, 2011.
BISCUITS
Bournvita Biscuits is the company’s
second brand in the biscuits category
which was launched in May 2016. With
this Mondelez India expands its category
footprint from creams to cookies.
Bournvita Biscuits with its ProHEALTH
Vitamins™ and signature chocolatey taste
will offer a perfect balance for the
morning snacking occasion.
 Segmentation, Targeting and

Positioning of Biscuit:
 SEGMENTATION
 GEOGRAPHIC:
 Urban and semi-urban areas.
 DEMOGRAPHIC:
 6 - 35 years of age.
 Upper to the middle income.
 Psychographic:
 Readiness to try new product. (Early Adopters)
 Brand Conscious.
 Behavioral:
 Morning Snack(Bournvita Biscuit)
 Occasion - after dinner as a dessert (Oreo)
 TARGETING
 PRIMARY
 Children
 Teenagers
 College Going
 SECONDARY
 Adults and Office Going (Snacking)
 Restaurants and Cafés (Shakes, Desserts)
 POSITIONING
OREO:
 Emotional Appeal
 Bonding between parents and children (“Twist, Lick, Dunk” ritual)
 Concept of togetherness.
 Milk’s favorite cookie.
Bournvita Biscuits:
 Morning snacking (Subah ka Biscuit)
 Health conscious children and adults.( Pro Health Vitamin)
MARKETING MIX of BISCUITS
PRODUCT

Oreo:
• Sandwich cream premium cookies.
• Dark chocolate biscuit with smooth vanilla cream.
• Product was sweetened to suit the Indian taste.
Bournvita Biscuits:
• Healthy cookie biscuit.
• Signature crunchy texture and chocolaty taste of Bournvita.
• Suitable for morning consumption.
Price
Oreo:
• Initially opted for penetrative pricing.
• Mid premium pricing after gaining market share.

Bournvita Biscuits:
• Penetrative pricing.
• Offers value
Place
Oreo:
• Capture the urban market.
• Vast distribution channel.
• Access to more than 1.2M outlets.

Bournvita Biscuits:
• Capture the urban and semi-urban areas.
Promotion
Advertising through:
 Television.
 Print media.
 Pop-up stores.
 Hoardings.
THANK YOU!