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