 BISCUIT MARKETING STRATEGY 2019

BY-SIDDHI SHAHA
ROLL NO-2305
 Scope
WHO ARE WE?

MARKET ANALYSIS

P’S OF MARKETING

SUMMARY

SWOT ANALYSIS

CONCLUSION
 MISSION
Offering variety of wholesome
biscuits and snacks to our
Sinisha~ customers that
WHO WE are healthy and tasty at a
ARE……… reasonable price.

VISION
“ Acquire Customer
Satisfaction through Qualitative
Production
 Market Analysis
Biscuit industry contribute Rs 12000 crore to the FMCG industry
Industry per capita consumption of biscuits is 1.8 kg in our country
volume biscuit production by the organized segment is estimated at 1.5 million tones.

This industry has been divided into tow sectors- Organized &
Competition unorganized . Parley/Britannia and ITC contribute 70% Market Share
The unorganized sector consists of small bakery units , cottage and
house hold type of manufacturing

Federation of Biscuit Manufacturing of India ( FBMI) is premium forum

Regulation
in organised sector and promoting research and development in biscuit
industry and protecting interest of manufacturers

Consumption T39% People eat biscuit everyday More than 50% biscuit consumed is
from Glucose category 70% Biscuit consumption is from urban
geography West Zone contribute in 30% of total .consumption
 Market Landscape

% Share % Share % Share

Rest; 6
Priyagold; 11 South North
Others
Parley; 40
ITC; 15 Glucose

East
West
Britania; 38 Marie

Company Segment Geography

 Positioning of - Sinisha

Target Consumer- Kids

Target Customer- Urban Families

Target Segment- Middle class

Value Proposition- Tasty & Crunchy

Positioning- Premium Healthy biscuits for children lunches

 Target market
 PRIMARY Market: School Lunches-Snacks
 Packed lunches:67%
 School prepared lunches 30%
 Go home for lunch 3%
 All Primary Schools have 2 breaks during the day: A recess/short break in the
morning. A lunch break at mid-day . we can connect with schools and get our
products through the school and colleges canteens attracting our major audience i.e.
the youth ,who are willing to spend and also buy frequently
 Packaging

 The packaging of biscuits is closely

interlinked with production, preservation,
storage, transportation and marketing. Sinisha

 The importance of packaging is that it

constitutes a fair portion 10 to 25% of the
entire cost of the pack. Premier healthy biscuit
for children’s
lunches
 Its common sight now that retailers are
keeping small packs of biscuit in Jar
 Promotion
Brand ambassador: Harshita ( Kid in Bajrangi Bhaijan)
Media Sinisha school programme: cover 1000 schools across country,
to familiarize children with Sinisha brand name

Print Panels On buses, print media ,hoardings, TV and radio advertisements

Increase ability to connect to large population through various

promotional events on social network, TV shows and through
Digital mobile connect
 Price
We would try to reach a Break-Even Point for setting the price of our
products. So that products are affordable and profits reasonable.
Action Price per Pkts of 100 gm

Current Price in Glucose Seg Rs 10/- Pkts

Average Company Price Rs 12/-Pkts

Recommended Price Rs 13/- Pkts

Bulk Purchase Discounts Rs 3/-

MRP Rs 15 /- Pkts
 COLLABORATION

 Being a biscuit , the company can collaborate with various restaurants and make a deal to
use our product ,i.e. the biscuits to make a dish. E.g.- collaboration with mc Donald's or ice
cream company such as baskin robin’s to use our biscuits and make desired desserts and
ice creams.
 Collab with different brands and take out schemes such as buying a product of that
company would give the customers a free biscuit packet from us.
 Place-Distribution
Digitalizing our Production Infrastructure and
Environment.
 Focusing to reach both the Urban and Rural customers
Manifacturing
by building dedicated supply chains. Unit

 Strengthening our Distribution Channels by improving C& fa (

Mumbai/Hyderaba
our relationships with the wholesalers, retailers, local d

stores, and setting up efficient and integrated supply West South Esat North
system. 35 40 50 45

 These days, a lot of buyers do their purchases at

Megastores and Super shops. So we should form
partnerships with retail outlets like: Swapno, Agora etc.
They can
help in promoting and increasing sales of our products at
a large scale.
 Sales Plan

Net Profit ( Cr) Sales Plan ( MT) Sales Team Plan

10 10
10
10 10
10 9
9
7
8 7
8 7 8
7 7
5.2 5.2 5.2
6
6 6
5 5
4
4 4
3 3
2 2
2
1
1
0 0 0
Series1
Series1 Series1
Year 2019 Year 2020 Year 2021
Year 2019 Year 2020 Year 2021 Year 2019 Year 2020 Year 2021
Summary -Sinisha Marketing Plan

Brand SINISHA
Target Audience CHILDREN/YOUNG ADULTS
Segment MIDDLE CLASS
Price 13
Sales Plan 12
Sales Team 12
Profit 5.2
 SWOT ANALYSIS


BRAND BUILDING CAPABLITES
THE DEPTH OF DISTRIBUTION
• DEPENDENCE ON RETAILERS AND
GROCERY SELLERS
W
 • LACK OF TECHNOLOGY USE
LOW AND MID RANGE PRODUCTS
• NEW PRODUCT
 PRODUCT ARE TASTY AND AFFORDABLE
 GOOD QUALITY AND LARGE QUANTITY

O
 SCHOOL LUCH MARKET BIG ESTABLIED BRANDS PRODUCT
T
 GROWING DEMAND ON SUGE FREE EMERGING LOCAL BAKERY PRODUCT
BISCUIT. FUCLUATION OF PRICE OF RAW M
MATERIAL
 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 finance