THE MANUFACTURING PROCESS

Process Involved in the Manufacturing of the Biscuit:

 Mixing

This is a process where all ingredients are  put together  in right proportion for
dough formation. These ingredient are then fed into Mixers where mixing is done
and dough is prepared for molding .Major ingredients are flour , fat ,sugar and
others as per the product One would like to have.

Three Stage Mixing

Stage 1: fat , sugar  with  other ingredient like milk, chocolate, malt , honey etc
are mixed and cream is prepared with portion of water  .

Stage 2: Salt , chemical and flavours with colors are mixed with water.

Stage 3: Flour with water is then added to the prepared cream and mixed till
satisfactory dough is prepared .

Mixing process  have following characteristics which  have be monitored for better
result:

Mixing time : Normally any mixing could be achieved  within 15-25 minutes .
Much depends on mixing  speed of mixer , flour characteristic's or temperatures
required for dough.

Dough Temperatures : Very important factor  the temperature ranges between

35 deg c - 42 deg c  as per biscuit variety .

Dough consistency: This is  done manually by checking dough and stretching the
dough it should not break neither should it be so elastic . For cracker variety dough, additional
ingredient yeast and dough are kept for 10- 24 hrs .

 Forming

In  forming sections  the dough is passed through several rolls  to form sheets , these
sheets are then converted into One uniform sheet of desired  thickness it is normally
6-5mm.

Moulders and cutters are used to cut sheet or convert dough  into desired shape and size

Stages In Forming

Laminators : Dough after mixing in  tipped into laminators hoppers are  with some
mechanical/pneumatic tilting . There are two type of  laminators.

Horizontal type laminators : If space is not the constraint  then horizontal type laminators
are the best selection as the maintenance and repairs are easily done. The lamination and
the controls are visible . Changing webs and rolls are very easy .Pneumatics and servo
motors are used in now modern day laminators for automated speed to be synchronised
with  rest of the plant .11-14 sheet per batch

Vertical type laminators : Vertical type of laminators have been there for very long its
useful if space is aconstraint.Dough is passed through three stage rollers  and after
lamination of sheet it cut into sheets which are then carried to   rollers through inclined
webs .

Gauge roll stands. Reduction in sheet is achieved through  numerous gauge roll s stand .
Popular  are three stand gauge rolls or four stand gauge roll . Reduction are achieved in  
stages  as not to create too much stress on the sheet , webs are provided in between for
relaxation even an additional web is provided prior to cutter to release stress from dough
sheet.Best results are  achieved  through four stand gauge rolls . These gauge roll are of
different dia depending upon the plant  capacity  could be as small as 6" ,8"' , 10" , 12''
and 14'' . Speed are set as per plant and cutter rpm . Guage roll speed has to be
increased in every stand so as to maintain the flow of sheets .

Dough Sheet Conditioning : Dough sheet conditioning is done as per the ambient conditions in
the plant .

Steam spray - to moist the web surface

Blower: to dry  the dough surface.

Flour dusting : to dry the wet surface of the dough .

Toppings: Toppings are done through mechanical, vibratory or sprays . means where a
hopper is placed above the plant line after the cutter   . The toppings  could be milk , salt ,

sugar or  cashew , pista bits .

Rotary cutter: Rotary cutter consists of  cups  which are a attached to the cutter shell.This
shell is then fixed to the shaft and drive mechanism . Two types of rollers are popular One is
complete on mould shell where  cups are attached in the cavity designed for the cups with dowel
pins.

Second concepts is also very popular when shell has several  rings fitted over it .

This helps in easy removal of damaged part and also very helpful in taking various trials .

Cuter is coupled with rubber roller of shore hardness  approx -80-85 . Rubber roller or the

pressure roller helps in releasing  wet  biscuit .

RPM: Rotary cutter speed is set  as per plant capacity and baking time , Variety .

Band coverage  efficiency : It is ratio of total surface area of cutter -moulder / no biscuit cups

Moulding  Roller: It is applied for short dough  ,The dough is prepared in lumps these are
then fed to die roll through either reciprocating conveyor to The hopper  or a rotary
conveyor which allows these dough crumbs to spread uniformly on The die roller surface .
These die roller have dies engraved  into it . Dough pieces are then released by feed
roller which pushes The dough into The dies.

 Baking

Wet dough pieces of desired weight and shape are then passed on to oven band through
swivel panner web .Ovens are of different types classified into following categories .

A. Type Of Heating   B. Type Of Fuel   C.  Type Of Design   D. Width Of  Oven Band
E. Number Of  Zones .

Heat is transferred to biscuit on band through all  the  three ways of  heat transfer ie
conduction , convection , radiation .

Following are the chemical and physical changes which occurs in oven ,When dough piece
is passed on to oven .

Physical changes

1. Formation of crust   2. Melting of fat  3.gas expansion  in dough piece due to co2
expansion at higher temperatures . 4. Water converted into steam. Escape of gases and
steam would result in collapse of biscuit structure , Hence these are passed on to different
zones with gradual increase or decrease of temperature .zones are classified as

1. Heating  zone

2. Baking zones

3.Coloring zones
Chemical changes

1. Gas formation 2. starch gelatization 3. Protein changes   4. caramelisaion of sugar

5. Dexterisation  

Cooling

Cooling process is as  important  than any other process , When biscuit comes out with
oven the temperatures of biscuit are around 70-95deg c, These biscuit can be cooled by
letting it travel for distance of 1.5 times of baking time . so if you have a oven of  200 ft
then cooling conveyor length would be approx  300 - 350 . In some places forced cooling is
also done due to space constrain or for special features .Cooling brings temperatures to
room temperature  for handling of biscuit  for packing
EQUIPMENT USED FOR AUTOMATED BISCUIT MANUFACTURING

Mixers

Laminators

Gauge Rolls or Pre Sheeters

Moulder / Cutter

Baking Oven

Cooling Conveyor

Packing Machines

Material Handling Equipments

Biscuit / Sugar Grinder

Milk/Oil Sprays

Salt / Cashew Sprinklers

INGREDIENTS USED

Flour , Fat , Sugar , Salt , Choco-Chips, Coco Powder, Ammonium bicarbonate , Milk , Butter ,
Flavours , Emulsifiers , Invert syrups, Dough Improvers and many additives.
BISCUIT PACKAGING

Biscuits are fed into packing machines in continuos  stacks with help of auto feeders with help of
feeding chutes .Biscuits are fed into packing machines in continuos  stacks this is achieved
through stacker which converts free flowing biscuits into uniform achieved through stacker
which converts free flowing biscuits into uniform stacks.These are done through guidelineswhich
could be adjusted as per  type of biscuits per  type of biscuits .

Major function of packaging  are:

1. Protect from mechanical  damage in  transit and loading and unloading

2. Protect from loss of moisture  and any  foreign   odour  contaminations

3.  Protect  from Foreign body  infestation.

4. Legal compliance for values and ingredients for  consumers

5. Advertisement
PLACE-DISTRIBUTION

It's common knowledge, that for FMCG products, distribution channels are very important. For
biscuits, distribution and visibility are extremely important as it's partly an impulse purchase
product. And in biscuits, setting up a distribution channel is anything but easy. Big players like
Britannia and Parle have not bee able to reach out or cover all the retail outlets. The brand
Sunfeast is now available in nearly 1.8 million outlets. Britannia claims it has a superior
distribution clout with its presence in nearly 3.3 million outlets. Parle, the seasoned player
itself, says it is available in 1.5 million outlets.

One of the major reasons for the success of ITC is that it had well setup distribution channel and
that covered most of the retail outlets including the strategy of the pan walas. This strong and
experienced distribution channel will help us reach out to every one.

Distribution Channels

We have selected third level consumer marketing channels which are as follows:-

Manufacturer

Wholesaler

Retailers

Consumer

These types of channels are always preferable for consumer related goods i.e. FMCG etc. Sunfeast being
under ITC has a good understanding of distribution channels due to tobacco business. We will use
intensive distribution. It will be available at pan stalls, general stores, medical stores, super markets, etc.
UNIQUE EMOTIONAL PROPOSITION

UEP is the emotional benefit that the customer can get by buying the product. Indian consumers
respond greatly to such type of benefit. Our slogan which will tell the consumers about our UEP is

‘TO SWEETEN SWEET MOMENTS SHARED WITH LOVED ONES’

The concept of our TV commercial is based on this. The emotional benefit we are targeting is
togetherness. In our busy life the time we spend with our family , our loved ones has reduced but still
the special moments which we share with them can be enhanced by having our biscuit. We have a
common UEP for both our biscuits.

UNIQUE SELLING PROPOSITION

 The USP of Choco Ripple is its delicious taste which is a gift to your taste buds. It is a
perfect finale to a great meal.

 The healthier version of the biscuit for the diet conscious people, is one of a kind in the

market in the same category.

 Our product will be at a lower price than the hide and seek biscuits, maintaining the

quality
PRODUCT LIFE CYCLE

The product life cycle can be divided into four stages. Our marketing mix for the four stages is as follows.

INTRODUCTION STAGE

Product - Since both the products are in the introduction stage we will not remove any
different variations or flavours .Both our products are chocolate based.
Price - In the introduction stage, our price will be fairly mediocre since we want people to
try our biscuit. We have adopted penetration pricing in order to attract consumers.
Place - Initially we plan to launch in Mumbai. This will help us to concentrate only on one
city. After Mumbai we will launch our product in various other cities next being Delhi.
Promotion – It will be done on a large scale which includes hoardings, print ads and radio
ads that will create awareness about our biscuit which will stimulate our sales. A huge
amount would be spent on promotion as we need to increase awareness about our biscuit.
GROWTH STAGE

Product - In the growth stage we plan to remove various flavors like mint , orange , coffee in
both the biscuits.
Price - Our price in the growth stage will be determined on the basis of the demand and
supply. If, for instance our supply is less than the demand in the market, our prices will
increase. The main disadvantage with penetration pricing is that it establishes long term
price expectations for the product, and image preconceptions for the brand and company.
This makes it difficult to eventually raise prices. Therefore we would increase the price
gradually so that the consumers don’t notice.
Place - We will target other states and reach out to more number of customers.
Promotion - Promotions will remain the same; we will keep removing different TV
commercials promote the product.

MATURITY STAGE

Product - To further diversify we plan to launch low calorie chocolates.

Price - As before our price is dependent on demand at this stage their wouldn’t be any
fluctuations in the price and it will be more or less stable.
Place - We plan to cover the rural market and expand in the current metropolitan market
and also if possible enter exports.
Promotion - We will keep removing new discount offers so that people continue to buy our
product.
SWOT

Strengths

Our biscuit is low cost compared to other biscuits in the same line.
We are launching two biscuits in the same line; hence we can target a greater segment
of consumers.
ITC sunfeast already has a good brand awareness due to its brand ambassador Shah
Rukh Khan.
We will be the 1st to launch a low calorie biscuit among all the Indian brands.

Weaknesses

Our main weakness is that we are entering the market very late though there is scope
but people will take time to shift their preference from our copetitiors brand to ours.

Opportunities

Improve distribution channel over the period of time. We have an opportunity to grow
and make our biscuit available in all parts of the country also the rural areas.
Keep removing new and innovative ads to increase our sales.
We can also export our biscuit to other countries and increase our revenues

Threats

Threat from the competitor if they lower their price to survive in the market.