Name- Keval Gala

Class-SYBMS
ROLL NO.-(B-1013)
Subject-Advertising
INTRODUCTION
It is a joint venture of cookie maker Unibic Australia and Dhruv Deepak Saxena who is a
Melbourne-based serial entrepreneur.Hence it is a subsidiary of Unibic Australia Pvt. Ltd.
Initially, they set up their business by importing cookies from Australia and by the end of
2005 they set up their manufacturing unit in India. A five-year deal with Amalgamated
Bean Coffee Trading Co. to ensure its supply to the Cafe Coffee Day outlets was the first
step towards its branding. In addition to it , an investment of 7.5 crores for advertisement
in the media also played a significant role.
Nikhil Sen, the Managing Director of UNIBIC believes that they are somewhere in
between Britannia’s good day and the expensive cookies. He has 20 years of experience as
Chief Operating Officer in Britannia till 2005. After that, turn over concentrated on
popularizing the Australian based brand Unibic in India to bring about changes in the
sector. By the financial year 2013 the reached up to 100 crores of revenue and it seems that
they had a turnover through the years.
ADVERTISING STYLE OF UNIBIC
unibic‘s marketing and social media campaigns are more focused
on connecting taste, nutrition, and moments of life.
unibic has successfully occupied a minor market share in the
cookies and biscuits industries.
unibic has also focused on new product development and
promoting nutrition and health.
ADVERTISING STRATEGY OF
UNIBIC
In this era of digitalization, it has become very important for companies to
promote themselves on social media platform.

Unibic has been doing its best on social media as well as to achieve its
communication aims.

On Instagram Unibic has a total of 7,158Followers and they usually post

their newly launched product and creative banners and schemes for
different festivals.

On Facebook, Unibic has a total 25,727 likes on their Page and they usually
post short advertisement videos and posts, contest.
 On Twitter it has 14,700 followers. It uses the same creative ideas on
Twitter as on Facebook and Instagram.
COMPARISON BETWEEN
UNIBIC AND BRITANNIA
Britannia and Unibic have come out
with their weapons drawn, done
blazing at each other in recent
months.

A few weeks back, Britannia – which

has always spoken about the delicious
goodness of butter – came out with
saying that most other butter cookies
in the market have between 0.3% –
3% butter As opposed to the cookies
which have 25% pure butter.
 Unibic struck back in the last few
days talking about the harmful
effects of higher cholesterol that
any cookies with 25% butter will
bring about. They hit Britannia
where it would hurt the most.
ADVERTISING CAMPAIGN OF UNIBIC
#”Life ka level badhao”

 Cookies brand Unibic has announced its new digital campaign calling upon

everyone to remind themselves that they’re doing the best they can (and
deserve credit for it) amidst the current collective chaos that everyone is a
part of.

The campaign looks to encourage individuals to pat themselves on the back

and give some #CookieCredit, a feeling of fulfillment at the end of a tiring
day. This is different from other campaigns purely down to the lead medium
of communication it has chosen: digital.

Conceptualised by PlanB, this communication aims to leverage the existing

campaign, 'life ka level badhao' to take forward the same brand positioning.
as it reaches out to consumers across media. It highlights the fact that as we
continue to live in these times of uncertainty the only thing certain is self-
care.
CELEBRITIES WHO HAVE PROMOTED
UNIBIC
 Aarti Iyer, Marketing Head, Unibic Foods said, “We have
partnered with the Bollywood actor, Shilpa Shetty
Kundra, in an all new digital campaign series. We felt
there is a good brand fit as she propagates health
through her youtube channel. Two recipes have been
curated by Shilpa Shetty that is broadcasted on her
Youtube Channel “Shilpa Shetty Kundra”, under the
“The Art of Loving Food” section. We have used two of
our daily digestive range for this series – Daily
Digestive Oatmeal and Daily Digestive Ajwain +
cookies.
 ADVERTISING
AGENCY OF
UNIBIC
 Plan B
 Bengaluru-based ad agency Plan B adds a new
client, Unibic Cookies, to its roster. With
consumers becoming more discerning in their
snacking habits, Unibic wants to leverage their
product superiority by catering to the discerning
customers and premium cookie buyers
COMPARISON OF ADVERTISING CAMPAIGN
Britannia
Britannia is famous for its advertisement
and traditional marketing strategies.
 It is an old company and has various
cookies and biscuits for the people of all
age groups.
Unibic
Unibic is not so famous for its
advertisement and marketing strategies.
 It is relatively a new company and relies
on the young generation and diet
conscious people because their products
are healthy.
CONCLUSION
Unibic has been successfully developing and generating
trust among customers by delivering trust base and
quality products.

The advertising strategy of unibic’s product – centric

where the company has been highlighting the taste and
nutrition.

Various brands like Parle G, ITC, Amul, etc are giving

neck to neck competition to Unibic in terms of market
share and a new product development.
 Unibic‘s marketing strategy has to change with the
current market trends to gain customer attention.