BRAND MANAGEMENT

SUBMITTED BY:
DEEPAK KUMAR SINGH
ROLL NO.43434
OVERVIEW

 Biscuit industry contribute Rs 8,000 crore to the FMCG industry

and provide a vast opportunity for growth, as the per capita
consumption of biscuits is less than 2.1 kg in our country. India It is
classified under two sectors: organized and unorganized.
 Apart from Big 3( Britannia , Parle , ITC ) there are around 150
medium to small biscuit factory in India .
 The Industry is now facing problem from increase of raw material
price. With Government VAT up to 12.5% has added to their woes .
 The Federation of Biscuit Manufacturers of India (FBMI) has
confirmed a bright future of India Biscuits Industry. According to
FBMI, a steady growth of 15 percent per annum in the next 10 years
will be achieved by the biscuit industry of India. Besides, the export
of biscuits will also surpass the target and hit the global market
successfully.
LIST OF THE PLAYERS IN THE INDUSTRY

 The major Brands of biscuits are - Brittania, Parle Bakeman, Priya

Gold,Elite,Cremica, Dukes, Anupam, Horlicks, Craze, Nezone,
besides various regional/State brands.

COMPETITIVE BRANDS:
 Britannia ,
 Parle ,
 ITC foods ,
 Surya Foods
 others
MAJOR PLAYERS IN THE BISCUIT
INDUSTRY
Regional bakery brands:

A few regional players have made a mark in their respective zone.

 HARVEST GOLD
 CREMICA
 PRIYA GOLD
 DUKES
 COOKIE MAN
 ANMOL
 MONGINIS
 BONN
 BISK FARM
 ELITE
 ANUPAM
 MODERN
 SABISCO
 CHAMPION
 VEERMANI

FOREIGN PLAYERS

Foreign players like United Biscuits and McVities have also entered the fray. However,
these players have concentrated themselves in the super-premium and premium segments.
COMPANY PROFILE
BRITANIA INDUSTRIES LIMITED

 Britannia Industries Limited is an Indian company based in Kolkata that is

famous for its Britannia and Tiger brands of biscuit, which are highly
recognized throughout the country. Britannia is one of India’s leading biscuit
firms, with an estimated 38% market share. Once upon a time, in 1892 to be
precise, a biscuit company was started in a nondescript house in Calcutta (now
Kolkata) with an initial investment of Rs. 295. The company we all know as
Britannia today. 
 On the operations front, the company was making equally dynamic strides. In
1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new
corporate identity - "Eat Healthy, Think Better" - and made its first foray into
the dairy products market. Britannia strode into the 21st Century as one of
India's biggest brands and the pre-eminent food brand of the country. It was
equally recognised for its innovative approach to products and marketing.

Main products produced by Britannia industries are

 Good Day,Tiger,Marie Gold,50- 50,Choco -chips,Choco - nuts,Little
Heart,Nutri Choice,Bourbon, NiceTime, Pure Magic, Milk Bikis,Jim
-Jam,Cream Treats,Time Pass, Digestive, etc.
PARLE COMPANY

 In 1929 a small company by the name of Parle products emerged in British dominated
India. The intent was to spread joy and cheer to children and adults alike, all over the
country with its sweets and candies. Parle Products has been India's largest manufacturer
of biscuits and confectionery, for almost 80 years. 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 definitely come a very long way since its inception. 
 Many of the Parle products - biscuits or confectioneries, are market leaders in their
category and have won acclaim at the Monde Selection, since 1971. With a 40% share of
the total biscuit market and a 15% share of the total confectionary market in India , Parle
has grown to become a multi-million dollar company. While to consumers it's a beacon of
faith and trust, competitors look upon Parle as an example of marketing brilliance. 
 Parle biscuits are indeed much more than a tea- time snack, they are considered by many
to be an important part of their daily food. Parle can treat you with a basket of biscuits
which are not only satisfying but are also of good and reliable quality. Parle biscuits cater
to all tastes from kids to senior citizens. They have found their way into the Indian hearts
and homes.
Major products are
 Parle - G ,Hide and Seek, Krackjack, Hide & Seek, Milano, Magix, Digestive, Marie
Monaco Parle Marie, Kreams, Milk Shakti, Parle 20-20 Cookies ,Nimkin, etc.
ITC LIMITED

 ITC was incorporated on August 24, 1910 under the name Imperial Tobacco
Company of India Limited. TC's foray into the Foods business is an outstanding
example of successfully blending multiple internal competencies to create a
new driver of business growth.
 . It began in August 2001 with the introduction of 'Kitchens of India' ready-to-
eat Indian gourmet dishes. 2003 witnessed the introduction of Sun feast as the
Company entered the biscuits segment.
  Leadership in the Foods business requires a keen understanding of the supply
chain for agricultural produce. ITC has over the last 90 years established a very
close business relationship with the farming community in India and is
currently in the process of enhancing the Indian farmer's ability to link to global
markets, through the E-Choupal initiative, and produce the quality demanded
by its customers. This long-standing relationship is being leveraged in sourcing
best quality agricultural produce for ITC's Foods Division. 
Major products by ITC are:
 Milky magic, Marie, Golden Bakery, Dark Fantasy, Glucose, Dream Cream,
Snack, Sweet n Salt, Nice, Vita, Special, etc.
SURYA FOODS & AGRO LIMITED

 Surya Food & Agro Ltd. was incorporated in November 1992 and commenced
its commercial operations of manufacturing & selling of biscuits under brand
“Priyagold” in October 1993. Over a period, It established strong
manufacturing capabilities and have invested substantially in developing
consumer preference for products. Its trademarks / brands “Haq Se Maango”
& “Priyagold” have emerged as one of the most powerful brands in the FMCG
sector. The company is committed to invest in brands, manufacturing
capabilities, deliverables and distribution strength.
 Its strategy of strengthening the brands especially the umbrella brand
“Priyagold” has resulted in creating immense brand recall value.  The company
is continuing with its effort of strengthening the brand with a scientific
approach, which will result in growth of customer base, price premium,
consumer loyalty which is expected to result in increased earning and
ultimately enhancing enterprise value of the company. 
Major products produced by the company are
 Butter Bite, Classic cream, Kids Cream, Bourbon, Marie Lite, Big Boss ,Magic
Gold, CNC, Cheese Cracker, Snacks Zig Zag, Don, Coconut Crunch, Cheez
Bit, Chat Patta, and etc.
CATEGERISATION OF PLAYERS IN THE
INDUSTRY

 Britannia and Parle the two food majors of India in the field of biscuits. In
the last years it was market segments which both have dominated and not
much was seen to disturb that arrangement. Parle with its Parle G ,
Krackjack and Manaco where as Britannia has Good day , Marie gold ,
Creams.
 Britannia dominated the premium segment of biscuits where as Parle
dominated the mass ,low premium biscuits ,things were pretty predictable
but for the entry of new players have changed that status. Now that ITC and
Priya gold are trying to break into their market and have established
themselves as important players in biscuit market . These two major biscuit
producers has are now forced to innovate products by the consumers to
create brands which could be differentiated.
 Both are trusted brand are ranked in top brands for biscuit, both have a long
history of brands . The Major difference though is that where Britannia is
revenues from bakery products is around 90 % ,share of biscuit sales is
around –80% for Parle.
PARLE V/S BRITANNIA

Description Britannia Parle

Established 1896 1929
Nature of business Public ltd Family run business
No of manufacturing 5 own ,40CMU 8 own units ,60 CMU
units
Market share ( value) 32.80% 32.94%
Ads Major methods Cricket events and Celebrities endorse
players ment
New areas of promotion Environment Health and wellness
IMPORTANT BRANDS PITCHED AGAINST EACH OTHER

Category Britannia Parle Leader

Glucose Tiger Parle -G Parle-G

Marie Marie Gold Parle Marie Marie Gold

Salty snacks 50-50 Krack Jack Krack Jack

Choco chips Good day Hide n seek Good day

Milk Milk bikis Milk sakhti Milk bikis

Bourbon Bourbon Hide n Seek Bourbon

Nice Nice ------ Britannia Nice

Multi grain Nutri choice ----- Nutri choice

Cream Cream Treat Kreams Cream treats

Cookie Good day 20-20 Good day

Market share data for Indian biscuit industry

 Here are market share data for

biscuit industry from report s
available at IBMA ( Indian Biscuit
Manufacturers Association) .
Market share- Brands wise
PARLE 40%

BRITANNIA 38%

PRIYA GOLD 15%

ITC 11%

REST 6%
CONCLUSION

 In Indian BISCUIT Industry even the small companies are

able to make profits.
 Indian biscuit Industry has a continuous growth and will
not be hindered due to external factors. Biscuit Industry has
flourished in India enormously over the years and is still
growing phenomenally
 Entrepreneurs or businessmen who are in process of buying
, installation of new biscuit line should keep following
points in mind ,apart from legal requirement of industrial
licenses , pollution clearance's and of course finances.
THANK YOU