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BISCUITS
INDUSTRY
Biscuit Industry in India – An Overview

 Biscuit industry in India in the organized sector
  produces around 60% of the total production, the
  balance 40% being contributed by the unorganized
  bakeries.
 The major Brands of biscuits are- Britannia, Parle
  Bakeman , Priya Gold, Elite, Cremica , Dukes,
  Anupam and Horlicks .
 Though de reservation resulted in a few MNCs, i.e.
  Sara Lee, Kellogs , Smith Kline Beecham, Heinz etc
  entering the biscuit industry in India.
Industry outlook :
 Biscuits market in India : Rs 9,000-crore (Rs 90-
  billion)
 FMCG sector generates 5% of total factory
  employment in the country and is creating
  employment for three million people, especially
  in small towns and rural India.
 There are around 150 -medium to small biscuit
  factories in India.
 Indian biscuit industry is the 3 rd largest
  industry , just behind U.S.A. and China.
Biscuit industry in india – an overview
Biscuit industry in india – an overview
HISTORY – CREMICA CO.
 The Cremica group, a widely diversified food products
  company from India, is an acknowledged frontrunner in
  both food retailing and foo service industry.
 Established by MRS. BECTOR, a passionate food
  enthusiast, three decades ago.
 Cremica has emerged as a preferred consumer brand and a
  leading supplier to Indian and global food majors.
 Started in 1978.
 In the year 1997 seeing the quality of the products being
  manufactured McDonalds approached Mrs. Bector for
  supplies of various products i.e. buns, liquid products and
  batters & breading.
Biscuit industry in india – an overview
Biscuit industry in india – an overview
Major Companies
   Britannia
   Parle
   ITC
   Priya Gold
   Mc Vitties
   Cremica
   Horlicks
SWOT
Analysis
        Strengths                   Weaknesses
    Varied Type of              Availability
    products                      Branding
   Presence of established      Lack of awareness
    distribution networks
    in both urban and
                                 Dependence on
    rural areas                   retailers & grocery
                                  Stores for displaying
    Innovative product           diversified Products on
    category (Twin Flavor)        shelf, induce impulsive
    Renowned Clientele           buy
Continued……
   Opportunities             Threats
 Untapped market.      Competition from the
 Large domestic         National brands.
  market.               Slowdown in rural
 Export potential.      demand.
 Scope for upcoming    Local bakery
                         products
Current Scenario
 Cremica with 200 cr.
  Turnover & Fun Foods
  with 150 cr. turn over
  whereas 63% of the
  revenue is contributed
  by biscuits.
 Leadership Position :
   - No. 1 in PUNJAB
   - No. 2 in Himachal
   - No. 3 in J&K
Marketing Mix
       Product                           Pricing
 Available in 4 categories       Different Products are
  over more than 18               available at different price
  products                        from Rs. 10-25 Providing
                                  health conscious
 Glucose
                                  product
 Cookies                         Positioning as a premium
 Cream Biscuits                  brand
 Crackers                       Targeting new generation
                                  as well as Indian family's
                                 Promoting as a tea time
                                  snack
Continued……
        Place                  Promotion
 Cremica has 2            Motivation to the
  manufacturing unit        dealers
  one in PHILLAUR          Television media (Ad
  (Punjab) and other in     agency: JWT)
  UNA (HP)                 Print media
 Distribution network
 Direct marketing
A Study on Consumer Behaviour towards
     Biscuit & Bakery products




                      Prepared By:-
                      Cremica Biscuit Team
Introduction
Methodology
Suggestions/Recommendations
Analysis and Interpretation
Respondent gender
Age group
Q1 Do you eat biscuits?
Which type of biscuits you
normally prefer:-
How often do you eat
biscuits:-
Out of the following which
type of biscuits you prefer
Before buying biscuits
which factor do you
consider?
Which Brand you normally
prefer:-
Availability of Cremica
biscuits in your area?
What is the source of
information about Cremica
Biscuits?
Why not Cremica?
What rating would you like
to give to these major
companies?
Any particular reason for
which you attract most
towards a biscuits brand?
Who is the main consumer
on biscuits in your family
Who generally do shopping
in your family

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Biscuit industry in india – an overview

  • 2. Biscuit Industry in India – An Overview  Biscuit industry in India in the organized sector produces around 60% of the total production, the balance 40% being contributed by the unorganized bakeries.  The major Brands of biscuits are- Britannia, Parle Bakeman , Priya Gold, Elite, Cremica , Dukes, Anupam and Horlicks .  Though de reservation resulted in a few MNCs, i.e. Sara Lee, Kellogs , Smith Kline Beecham, Heinz etc entering the biscuit industry in India.
  • 3. Industry outlook :  Biscuits market in India : Rs 9,000-crore (Rs 90- billion)  FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural India.  There are around 150 -medium to small biscuit factories in India.  Indian biscuit industry is the 3 rd largest industry , just behind U.S.A. and China.
  • 6. HISTORY – CREMICA CO.  The Cremica group, a widely diversified food products company from India, is an acknowledged frontrunner in both food retailing and foo service industry.  Established by MRS. BECTOR, a passionate food enthusiast, three decades ago.  Cremica has emerged as a preferred consumer brand and a leading supplier to Indian and global food majors.  Started in 1978.  In the year 1997 seeing the quality of the products being manufactured McDonalds approached Mrs. Bector for supplies of various products i.e. buns, liquid products and batters & breading.
  • 9. Major Companies  Britannia  Parle  ITC  Priya Gold  Mc Vitties  Cremica  Horlicks
  • 10. SWOT Analysis Strengths Weaknesses  Varied Type of  Availability products  Branding  Presence of established  Lack of awareness distribution networks in both urban and  Dependence on rural areas retailers & grocery Stores for displaying  Innovative product diversified Products on category (Twin Flavor) shelf, induce impulsive  Renowned Clientele buy
  • 11. Continued…… Opportunities Threats  Untapped market.  Competition from the  Large domestic National brands. market.  Slowdown in rural  Export potential. demand.  Scope for upcoming  Local bakery products
  • 12. Current Scenario  Cremica with 200 cr. Turnover & Fun Foods with 150 cr. turn over whereas 63% of the revenue is contributed by biscuits.  Leadership Position : - No. 1 in PUNJAB - No. 2 in Himachal - No. 3 in J&K
  • 13. Marketing Mix Product Pricing  Available in 4 categories  Different Products are over more than 18 available at different price products from Rs. 10-25 Providing health conscious  Glucose  product  Cookies  Positioning as a premium  Cream Biscuits brand  Crackers  Targeting new generation as well as Indian family's  Promoting as a tea time snack
  • 14. Continued…… Place Promotion  Cremica has 2  Motivation to the manufacturing unit dealers one in PHILLAUR  Television media (Ad (Punjab) and other in agency: JWT) UNA (HP)  Print media  Distribution network  Direct marketing
  • 15. A Study on Consumer Behaviour towards Biscuit & Bakery products Prepared By:- Cremica Biscuit Team
  • 22. Q1 Do you eat biscuits?
  • 23. Which type of biscuits you normally prefer:-
  • 24. How often do you eat biscuits:-
  • 25. Out of the following which type of biscuits you prefer
  • 26. Before buying biscuits which factor do you consider?
  • 27. Which Brand you normally prefer:-
  • 29. What is the source of information about Cremica Biscuits?
  • 31. What rating would you like to give to these major companies?
  • 32. Any particular reason for which you attract most towards a biscuits brand?
  • 33. Who is the main consumer on biscuits in your family
  • 34. Who generally do shopping in your family