L.

S Raheja College of Commerce

S Y B M S ALPHA
Marketing management Project

Topic-Biscuits
Pinnacle Pvt. LTD

History Of Biscuits
Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves
munching on biscuits, but do they know how biscuits began?
The history of biscuits can be traced back to a recipe created by the
Roman chef Apicius, in which "a thick paste of fine wheat flour was
boiled and spread out on a plate. When it had dried and hardened it
was cut up and then fried until crisp, then served with honey and
pepper."

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning
'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is
also the generic term for cookies in Italian. Back then, biscuits were
unleavened, hard and thin wafers which, because of their low water
content, were ideal food to store.

As technology improved during the Industrial Revolution in the 19th

century, the price of sugar and flour dropped. Chemical leavening
agents, such as baking soda, became available and a profusion of
cookie recipes occurred. This led to the development of
manufactured cookies.

Interestingly, as time has passed and despite more varieties

becoming available, the essential ingredients of biscuits haven't
changed - like 'soft' wheat flour (which contains less protein than the
flour used to bake bread) sugar, and fats, such as butter and oil.

INTRODUCTION
Pinnacle is a research-driven, fully integrated and new company. We
value achievement of objectives and consistently strive towards
providing innovative solutions. We value knowledge such that it
empowers our people to find innovative solutions to manage change.

We strive towards acquiring a reputation for conducting our business

with sincerity and with respect . We conduct our operations with
honesty, integrity and openness, and with respect for the interests of
our employees, customers & stakeholders. We are committed to
diversity in a working environment where there is mutual trust and
respect and where everyone feels responsible for the performance
and reputation of our company.

MISION&VISION
We Desire to be in the top of the list, paying a firm attention, to the
growth of the conglomerate. The value for life should always
commemorate the path of growth. Our target is to attain the aspiration
with global approach. Pinnacle delivers the best returns to the
society, consumers, employees and stakeholders. There is a
spontaneous upgrade of standard for the associates. Leveraging the
asset to enhance the Group synergy and becoming globally cutthroat
is the chosen route to sustain growth and long-term attainment.

BRAND SHOWCASE
Pinnacle offers its customers a wide variety of biscuits in various
tempting flavours suiting all tastes. The consumers can take their pick
from Glucose Biscuits, Coconut Biscuits, Butter Biscuits, Cream
Biscuits, and Tea Biscuits etc.

QUALITY COMMITMENT
Hygiene is a primary concern in Pinnacle. To maintain a germ free,
harmless, quality food product, Pinnacle initiates lots of innovations
and experiments.

Pinnacle biscuits will have two state-of-the-art manufacturing units-

one at Daman in Maharashtra and the other at Noida, near Delhi. The
manufacturing units will be equipped with the latest modern
machineries available in India, which facilitate in manufacturing
uniform quality of biscuits.

The Good Manufacturing Practices (GMP) and the Hazard Analysis

of Critical Control Points (HACCP) will be adopted at all the plants,
along with the use of sophisticated packing machines and materials,
ensure that each and every biscuit manufactured never fails to delight
the customers with its taste and freshness.

High quality products will be delivered to the customers after

undergoing stringent quality control tests. The quality control tests will
be done at every stage of biscuit-making, i.e., inspection of raw
materials, processing and post-production goods by qualified
personnel in well-equipped laboratories.

Team
At Pinnacle we believe in creating growth opportunities by
encouraging “idea leadership” and taking responsibility for decision
making.

Pinnacle gives you a great learning experience in varied roles

enabling adaptability in an ever changing business environment. Our
work culture can be characterized by strong performance focus
coupled with high result orientation.

However Pinnacle is incomplete without an essential ingredient…

FUN!!! Every new joinee finds a friend and a mentor in every
Pinnaclian he or she encounters during his/her tenure in this
organization.

We call upon those who dare to stray away from the ordinary and
create a niche for themselves. We are the best and we expect
nothing less from you…We lead therefore we are… Come be a
Pinnaclian …if you dare!!!

Marketing Mix

4 P’s
Product and pricing
Pinnacle offers its customers a wide variety of biscuits in various
tempting flavors to suit all tastes. The consumers can take their pick
from :-
Glucose Biscuits :

Ingredients : Wheat Flour, Sugar, Partially Hydrogenated Edible

Vegetable Oils, Invert Syrup*, Leavening Agents [ 503 ( ii ), 500 ( ii ) ],
Salt, Milk Solids, Emulsifiers [ 322 or 471 & 481 ( i ) ] and Dough
Conditioners [ 223 ]. Contains Added Flavours (Artificial).* (d -
Glucose, Levulose)

Price : Rs. 5

Chocolate Biscuits :

Ingredients : Wheat Flour, Chocolate Chips (27.2%) [Sugar, Cocoa

mass, Cocoa butter, Dextrose, Emulsifier (322), Vanillin], Sugar,
Partially hydrogenated edible vegetable oils, Invert syrup, Coffee &
Chicory mixture (0.9%), Leavening agents [ 503 ( ii ), 500 ( ii ) ], Salt,
Emulsifiers [322 or 471 & 481 (i)] and Dough Conditioners (223).
Contains Permitted Natural Colours (150 b) and Added Flavours
(Artificial).

Price : Rs. 20

Tea Biscuits :

Ingredients : Wheat Flour, Edible Vegetable Oil, Partially

Hydrogenated Edible Vegetable Oils, Sugar, Leavening Agents [ 503
( ii ), 500 ( ii ), 341 ( i ) ], Invert Syrup, Salt, Yeast, Acid Regulators
[ 270, 296 ], Emulsifiers [ 322 or 471 & 481( i ) ], Dough Conditioners
[ 223 ] and Improver [ Amylases & other Enzymes ]. Contains Added
flavour (artificial).

Price: Rs. 7
Cream Biscuits:

Orange Flavor

Ingredients : Wheat Flour, Sugar, Edible Vegetable Oil, Invert Syrup,

Milk Solids, Leavening Agents [ 503 (ii),
500 (ii)], Salt, Emulsifiers [ 322 Or 471 & 481 (i) ], Dough Conditioner
[ 223 ] and Antioxidant [ 319 ]. Contains Permitted Synthetic Food
Colour [ 110 ] and Added Flavors (artificial).

Price : Rs. 15

Promotions
Promotion is the one of the major aspects in marketing strategies. By
adopting various promotional activities the company create strong
brand image. It also helps in increasing the brand awareness. It
includes advertising, sales promotions and public relations etc.

Types of Product promotions

• Percentage off per item

• Fixed amount off per item
• Fixed amount off for all
 • Buy X, get one or more items at a discount
• Free gift with purchase

Our strategy:

• Advertising & Publicity: Ads in local newspaper and television

• Ties ups with radio station and ngo’s.
• website

Personal Selling: Will be done on a large scale.

Sales Promotion:

• Contests
• Will highlight the point of purchase.
• Free gifts.

Place

This plays a major role in the entire marketing system. The company
emphasis on it’s distribution network. Proper distribution network
gives proper availability of the product

Types of intermediaries available:

Retailing - Activities involved in selling goods and services to ultimate

consumers

Wholesaler - An intermediary that takes title to the goods it handles

and redistributes them to retailers, other distributors, and sometimes
end consumers.

Direct Marketing - A distribution channel consisting of direct

communication to a consumer or business recipient

Warehouse:
Located in Mumbai.
Will supply entire intermediaries.

ENVIRONMENT

The Environment- It includes the micro as well macro environment.

Micro environment includes:-

• Suppliers

• Marketing Intermediaries

• Customers

Macro environment includes:-

• Demographic environment – It includes Consumer groups like

children (school going – teens), Young adult (19-30 years),
Adults (35-50 years), Senior citizens.
• Economic environment- It includes general economy; business
cycle which has four phases like growth/prosperity, recession,
depression, recovery; buying power which includes the financial
sources like income, wealth; willingness to spend. If there is a
big economic downturn in the market then the customers will
switch to cheaper options and will not buy expensive biscuits.

• Political- Running health campaign to discourage people from

eating too many fatty foods. Governments are concerned of the
obesity level in the population.

• Socio-Cultural environment. - It includes factors like health

consciousness, career choices etc.

• Technology – It includes the R&D activity, rate of technological

change, technology adopted by the competitor etc.

• Legal- It includes the acts like Prevention of Food and

Adulteration (1954); Standard Weights and Measurement Act
(1956); MRTP (1969) etc.

Market Segmentation
 Consumers
Residences
10

30 Schools
15
Office

Transport
Centers
Hospitals
20
25

Market Segmentation is done on the basis of geographic

segmentation.

Competition
 Competitors
15

30

Britanni
a
Parle

Sunfeas
20
t
others

35

Parle has the major stake over the market, followed by Britannia,
Sunfeast, etc.

SWOT ANALYSIS
 Capital

Total capital- 10,00,00,000

Production – 5,00,00,000.
Strength Weakness

• Fulfill one of our Basic • Decreases nutritional value

Requirement among Air , • Increases the cost of food
Water , Food, Shelter product
• Widely accepted in all • Industry and technology
Generations requires high investment
• Easily available in various
forms • Regular usage of processed
• Provide good Instant food can cause alteration in
Remedy for hunger in the health
form of readymade food

• Preserves the non seasonal

food and makes it available
all throughout the year
Opportunities Threats

• Increase economy of India • Many companies are result

• Generate employment oriented
opportunity • Increase in pollution
• Good quality of Goods • Sometimes provide poor
• Provide competition to quality of product for more
foreign companies profit
• Improve living standard • Lack of technology
• Provide goods to nation at
cheaper rate • Unable to utilize all the
resources efficiently
• Inflow of foreign reserve and
funds for the govt.(taxes)
Promotion – 1,00,00,000
Planting a machinery: - 4,00,00,000

Future Plans

We plan to introduce more products in the markets to get the

maximum market share.