Name: Pramod Kumar Yadav Roll no: 113 MMM II Advertising Management Project: Biscuit Assignment Project In charge:

: Prof. Dalton ------------------------------------------------------------------------------------------------------------------------------Do a small field assignment (max 30 minutes). Do a recce of the biscuit market. Ans: I had visited three shops (General Store/ Kirana shop/ Whole seller) in my locality and spoke with the shopkeepers as well as the consumers in the shops. I managed to speak with few customers around with different age group and their preferences, choices and persistence with various brands in terms of taste, cost, packaging, usage, availability, health etc... No of customers Reason 3 Taste/ packaging 4 Taste/ Cost Age group Most preferred product/ brand

15 yrs - 25 yrs

Britannia Goodday

15yrs - 25 yrs

Krackjack/ Monaco Parle G Parle G/ Marie Gold

7 20yrs - 35 yrs Taste/cost/availabity/health 5 Packaging 30yrs - 50yrs

Health/ Taste/

Having spoke with the various shopkeepers/ customers, below are my findings.. Main Categories of Biscuits are broadly as under: Glucose, Marie, Sweet, Salty, Plain, Filled, Chocolate Coated Biscuits, Cookies, Digestive biscuits

Popular Brands of Biscuits that I came across are, Britannia, Parle, Priyagold, Anmol, (ITC) Sunfeast, Cadbury, Dukes, and Priya

I. Ans :

Positioning of various brands Parle Products Pvt Ltd

Parle has been one of the leading biscuit brands in India for the last 8 decades. Parle-G is reputed to enjoy the most sales among all biscuit brands in the world. Its biscuits offer a fantastic combination of quality, taste, and nutrition. Parle biscuits are available even in faraway villages. At present the company has a 40 percent share of the Indian market for biscuits and is a multimillion dollar organization. Accounting for about 30-35% of market shares in the biscuit industry this company is famous for brands like Parle G, Krackjack, Hide & Seek Milano, Hide and Seek, Magix and Monaco. Parle has been one of the leading biscuit brands in India for the last 8 decades. Parle-G is reputed to enjoy the most sales among all biscuit brands in the world. Its biscuits offer a fantastic combination of quality, taste, and nutrition. Parle biscuits are available even in faraway villages. At present the company has a 40 percent share of the Indian market for biscuits and is a multimillion dollar organization. Following are the various brands of biscuits offered by Parle Britannia Industries Pvt Ltd Britannia is presently one of the biggest brands in India and also the leading food related brand. It is well known for its ground breaking approach towards product manufacturing and marketing. Forbes Global has rated it as one of the Top 200 Small Companies of the World and it is also the second most trusted brand in India. Following are its various brands in the biscuits segment:

Pure Magic Treat Britannia Cookies Milk Bikis Tiger Nutri Choice Good Day Bourbon Little Hearts 50-50

Nice Time Marie Gold

Priya Gold is a part of Surya Foods & Agro Ltd that was established during November 1992. Its commercial operations, which included selling and making biscuits under the brand name Priya Gold started during October 1993. Following are the various biscuits and cookies offered by Priya Gold:

Italiano Cookies Glucose V Butter Bite Cheez Bit Cheese Cracker CNC Marie Lite Snacks Zig Zag Coconut Crunch Kids Cream

Sunfeast Sunfeast is the biscuit brand of ITC and was initiated during July 2003. To start with the brand dealt with glucose, Marie, and cream biscuits. Following are the major brands of Sunfeast:

Sunfeast Milky Magic Sunfeast Marie Light Sunfeast Snacky Sunfeast Dark Fantasy Sunfeast sweet 'n salt Sunfeast Dark Fantasy Choco Fills Sunfeast Nice Sunfeast Glucose

II.

Packaging

Ans : Packaging is the most critical aspect for any product. The use of plastic as packaging material brings so many advantages for instance plastic is light weighted, long lasting and easily available material. Parle G - The packaging for Parle stands apart from the other entire brand. Easy to open, light weight, airtight seal. Britannia as well as ITC (Sun feast) both have remarkably very good packaging and distribution. Although the ITCs Dark Fantasy have a very high end packaging equipped with great material, content, presentation and gives a very appealing approach to its product.

III.

Price points of different biscuits

Ans: The most respected prices of biscuits in india are Rs5/- and Rs10/- The price accounts for about 60% of the entire biscuit market in India. Parle G - Rs 5/- and Family pack 20/Parle Marie, Krackjack, Parle 20-20, Parle Magix Rs 5/- and 20/Parle Monaco Rs 5/- and 10/Britannia 50-50 (maska chaska) Rs 10/- and Tiger biscuit Rs 5/Britannia Good Day Rs 7/ - and Rs 15 / PriyaGold Marie Rs 5/- , Rs 10/- Rs 20/ Priyagold CNC, Zigzag, Butterbite, Rs 5/IV. Ans : Functional and emotional benefits All the brands have different approach for their specific products and Rs 10/-

For Eg : Parle G is a widely used glucose biscuits because of its balanced ingredient and since its the most oldest brand and because of its geographical presence across the country (Urban and Rural), consumer can have a high degree of emotional connection Britannia tiger, yet another glucose biscuit which also speaks about the emotional connection by showcasing the power and energy which is equivalent to tiger. Britannia Good Day is know as a biscuit for good times, especially for any celebration and as the name suggests it completes your day.. V. consumer perceptions of biscuit brands

Ans : Based of consumer requirements, the biscuits are widely classified in the following segments Glucose, Marie, Sweet, Salty, Plain, Filled, Chocolate Coated Biscuits, Cookies, Digestive Eg : People from various age group prefer Parle G for their daily consumption because of the taste, quality, cost, availability and since its a glucose biscuit . Digestive biscuits are meant for consumers who are more health oriented (diet, sugar, obesity) VI. POPs (point of purchase)

Ans : Biscuits can be purchased from Groceries, Kirana shops, Pan shops, Medical stores, Retailer, Whole seller, Foodcourt, Malls, Food Bazar, etc . For eg, Parle G can be purchased at any retail store, big or small because of its cost and distribution network..

VII.

Retailers feedback/opinion of biscuits

Ans : Retailers gave a very positive feeback for Parle G because of its cost and ROI and states the this product is unbeatable in terms of cost and taste and its still remains as the most consumed product till date, followed by priyagold cashew biscuits for its taste and reasonable cost.

VIII.

Advertising appeals (with relevant clippings/scans)

Ans : Parle G is mostly focused on its distribution for its patent product and have reasonably good Ads and its mostly an emotional connection with the audience. In comparison, Sunfeasts Dark Fantasy have a very catchy Ads which is mostly focused on Dark filled chocolates. IX. Consumer demand for both healthy and indulgent products?

Ans : Todays consumers want to have a greater say about food ingredients, safety and quality, and believe food companies should be responsible for keeping people healthy and addressing societal nutrition issues. For Eg, Britannia digestive biscuits are entirely focused on health segment of the consumer and in competition, priyagold also launched the same product (Nutrition digestive biscuits) X. Rural consumption and preferences for biscuits.

Ans : Glucose biscuits is perhaps the oldest and the most popular segment in the biscuit market, contributing close to 35 per cent in volume. It is aimed largely at rural markets, while the consumption in the urban markets is driven mostly by crackers, cookies and cream biscuits. This is driven by high acceptance (which is also due to their functional nature), affordable price points and wide distribution. Currently, Parle-G is by far the leader in the organised glucose biscuits category with 80 per cent market share. Urban Market: 75% to 85% Rural Market: 50% to 65%