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Marketing Management Of Biscuits - Business

Studies Project

INTRODUCTION

“Biscuit” covers a wide range of avour baked products, though it is

generally an unleavened cake or bread, crisp and dry, and in a small, thin,
and at shape. It has several cultural meanings. In the united states, a
biscuit is a soft, thick scone product or a small roll similar to a mu n.
The British biscuit is equivalent to the American cookie and crackers.
These latter terms are relatively modern. “Cookie” comes from the
eighteen-century Dutch word koekje, diminutive of koek (cake). “cracker”
is a North American term that also came into use in the eighteen
century, connoting the sound of water as it was chewed or broken (at
this time; cracker” was also used to mean a recracker or noisy person
or object) Biscuit have evolved from different aspects of baking
practices such as tarts, pastries, shortcake, and sugar confectionery.

MARKETING MANAGEMENT

Marketing management is the directing of organization resources to

develop and implement the best possible strategy to reach its desired
consumer segment to maximize sales of a particular product or service.

5 MARKETING MANAGEMENT CONCEPTS

PRODUCTION CONCEPT
The production concept is used when demand for a product is higher
than its supply. The philosophy here is that “ supply creates its
demand.”Therefore, the focus is on manufacturing more products to
make sure it’s widely available.

PRODUCT CONCEPT
Contrary to the production concept, this concept assumes consumers
value products of a higher quality as opposed to price and availability.
Therefore the focus is more on quality and less on quantity. The
product concept is that if you’re selling a product of great quality,
minimal marketing will be required to sell it.

SELLING CONCEPT
Where the production and product concepts focus on manufacturing,
the selling concept focuses on the making of an actual sale. The
number one focus for the manager is to make money no matter the
quality needs to consumers supply, on-demand. Because of this, the
selling concept entails very aggressive marketing.

MARKETING CONCEPT
The marketing concept works on the philosophy that consumers buy
products that ful l their needs. A manager that takes the marketing
approach will conduct extensive market research to determine the
needs of consumers and how to ful l them better than its
competitors.

SOCIETAL CONCEPT
Marketing managers with this approach are also concerned about the
well-being of society and feel a responsibility to tend to the world
around them. The societal concept creates a balance of social and
environmental welfare, customer, relationships, and sales.

4Ps

PRODUCT

The product is either a tangible good or an intangible service that seems

to meet a speci c customer’s need or demand. All products follow a
logical product life cycle and marketers need to understand and plan for
the various stages and their unique challenges. It is key to understand
those problems that the product is attempting to solve. The bene ts
offered by the product and all its features need to be understood and the
unique selling proposition of the product needs to be studied. In
addition, the potential buyers of the product need to be identi ed and
understood.

PRICE

Price covers the actual amount the end-user is expected to pay for a
product. How a product is priced will directly affect how it sells. This is
linked to what the perceived value of the product is to the customer
rather than an objective casting of the product on offer. If a product is
priced higher or lower than its perceived value, then it will not sell. This is
why it is imperative to understand how a customer sees what you
selling. If there is a positive customer value then a product may be
successfully priced higher than its objective monetary value in the eyes
of the consumer, then it may need to be underpriced to sell. Price may
also be affected by distribution plans value chain costs and mark-ups
and how competitors price a rival product.

PROMOTION

The marketing communication strategies and techniques all fall under

the promotion heading these may include advertising, sales promotion,
special offers, and public relations. Whatever the channel used, it must
be suitable for the product, the price, and the end-user it is being
marketed to. It is important to differentiate between marketing and
promotion. Promotion is just the communication aspect of the entire
marketing function.

PLACE

Place or placement has to do with how the product will be provided to

the customer. Distribution is a key element of placement. The placement
strategy will help assess what channel is the most suited to a product.
How a product is accused

WHY DID I CHOOSE BISCUITS?

Biscuits are consumed throughout the world for their nutritional values
and also can be stored for longer durations. Biscuit manufacturing is a
major processed food sector. Biscuits are available in a wide range of
shapes, llings, colours, and toppings and are hence accepted by
consumers of all age groups. Major and minor ingredients used during
the manufacturing of biscuits play an important role and the chemistry
behind them must be well understood by biscuit manufacturers to
maintain quality and avoid batch variations. The method of
manufacturing used nowadays is either a fully automated or semi-
automated plant in the organized sector but it is fully dependent on
humans in the unorganized sector. Apart from the method of
manufacturing, packaging also plays multiple roles, that safeguard the
product from contamination and attract the consumer.

COMPETITORS

OREO BISCUIT

The “Oreo Biscuit” was rst developed and produced by the National
Biscuit Company (today known as Nabisco) in 1912 at its Chelsea,
Manhattan factory in the current-day Chelsea market complex, located
th th
on Ninth Avenue between 15 and 16 streets. Oreo is a sandwich
cookie consisting of two (usually chocolate) wafers, with sweet cream
lling. Introduced in 1912, Oreo is the best-selling cookie brand in the
united states. As of 2018, the version sold in the U.S is made by the
Nabisco division of Mondelez International. Oreo cookies are available in
over one hundred countries. In some countries, such as the united
kingdom, they are referred to as Oreo biscuits. Many varieties of Oreo
cookies have been produced and limited-edition runs have become
st
popular in the 21 century.

MARIE GOLD

A Marie biscuit is a type of biscuit similar to a rich tea biscuit. It is also

known as Maria, Marion, Map, and Marietta, amongst other names. The
biscuit is round and usually has the name embossed upon its top
surface, the edge of which is also embossed with an intricate design. It
is made with wheat our, sugar, palm oil, or sun ower seed oil and unlike
the rich tea biscuit, is typically vanilla avoured. The Marie biscuit was
created by the London bakery peek Freans in 1814 to commemorate the
marriage of the Grand Duchess Maria Alexandrovna of Russia to Duke
Edinburgh.

Tagline/slogan                  Tea time Mein Jan daal de

USP                                     Healthy tea time biscuit

BOURBON BISCUIT

The Bourbon biscuit is a sandwich style biscuit consisting of two thin

rectangular dark chocolate avoured biscuits with a chocolate
buttercream lling. The biscuit was introduced in 1910( originally under
the name “Creola” ) by the biscuit company peek fans, of Bermondsey,
London, the originator of the Garibaldi biscuit. The Bourbon name dating
from the 1930s comes from the farmer French royal house of Bourbon a
2009 survey found that the Bourbon biscuit is the fth most popular
biscuit in the united kingdom for dunking into tea these biscuits are also
popular in India. The small holes in bourbon biscuits are to prevent the
biscuits from cracking or breaking during the baking process, by
allowing steam to escape.

Tagline    Andar se kuch, bahar se kuch

USP          thick, rich, and delicious chocolate packed between two
crunchy chocolate biscuits.

PARLE-G

Parle-G is a brand of biscuits manufactured by parle products in India. A 

2011 Nelson survey reported it is the best-selling brand of biscuits in the
world. Parle products were established as a confectionery maker in the
vile parle suburb of Mumbai, in 1929. Parle products began
manufacturing biscuits in 1939. In 1947, when India became
independent, the company launched an ad campaign, showcasing its
Gulco brand of biscuits as an Indian alternative to British branded
biscuits primarily eaten as a tea time snack, Parle-G is one of the oldest
brand names in India.

Tagline  G means Genius, Aao Banaye Kal ke Genius

USP        India’s most trusted top of the mind brand

GOOD-DAY

Britannia Industries Limited is an Indian food and beverage company.

Founded in 1892 and headquartered in Kolkata, it is one of India’s oldest
existing companies. It is now part of the Wadia Group headed by Nusli
Wadia. The company sells its Britannia and Tiger brands of biscuits,
bread and dairy products throughout India and in more than 60 countries
across the world Beginning with the circumstances of its takeover by the
Wadia group in the several controversies connected to its management.

Tagline   Iska toh Gaya Re Good Day

USP         Healthy biscuits with cashew and butter

MY PRODUCT

NAME: CHOCO SNACK

LOGO: ILLUSTRATED BELOW

TAGLINE: for your love sweetness

USP: A perfect combination of sweer avours of tutty fruity and

chocolate.

LABELLING

The display of information about a product on its container, packaging,

or the product itself is known as labelling. For several types of consumer
and industrial products, the type and extended information that must be
impacted by a label are governed by the relevant safety and shipping
laws.

Six qualities of a label design

The right material

Colours that POP
Great Graphics
Readable, eye-catching fonts
Supershape
Fabulous nish

GRADING

Grading is the process of sorting individual units of a product into well-

de ned classes or grades of quality. The goods are graded or sorted out
into different lots by the speci ed standards. The established standard
lays down the grades of the product. In the case of manufactured goods,
goods can be of uniform quality. But agricultural products like fruits and
vegetables, etc, vary in quality, therefore, classes or grades of quality are
set and different units of the product are stored into the established
standard grades thus, grading involves the division of products into
classes made up of units possessing similar characteristics of size and
quality and standardization to refer to the process of setting up basic
measures or standards to which the product must conform and taking
steps to ensure that the good produced adhere to these standards.
Standards re ect desirable features of a product in terms of its design,
weight, colour, etc.

PACKAGING

Packaging refers to the act of designing and producing the container or

wrapper of a product. Levels of packaging. It plays a very signi cant role
in the marketing success or failure of many products, especially non-
durable consumer products. These areas are below

PRIMARY PACKAGE
it refers to the product & immediate containers. In some cases, the
primary package is kept till the consumer is ready to use the product

SECONDARY PACKAGING
It is the additional packing given to a product to protect it such
packing is retained till the consumer wants to start using the product.

TRANSPORTATION PACKAGING
It refers to packages essential for storing identifying or transporting,
for example, the use of corrugated boxes, wooden crates, etc.

CHANNELS OF DISTRIBUTION

The distribution channel is a chain of business or intermediaries through

which a good or service passes until it reaches the end consumers. It
can include wholesalers, retailers, distribution, and even the internet
itself. Channels are broken into direct and indirect forms, with a “direct”
channel allowing the consumer to buy the good from a wholesaler or
retailer. The rst channel is the longest in that it includes all four, from
producer to the consumer the wine and adult beverage industry is a
perfect example of this long distribution channel. It operates in what is
known as the three-tier system meaning the winery is required by law to
rst sell its product to a wholesaler, who then sells to a retailer the
retailer, in turn, sells that product to the end consumer the second
channel is one where the producer sells directly to a retailer who then
sells the producer’s product to the end consumer. This means the
second channel contains only one intermediary. The third and nal
channel is direct to consumer model where the producer sells its
product directly to the end consumer.

SWOT ANALYSIS

SWOT analysis is an analysis framework used to evaluate a company’s

competitive position. It’s a tool that identi es the strength, weaknesses,
opportunities & threats of a business.

STRENGTH
they describe what an organization excels at & separate it from the
competition. Things like a strong brand, loyal customer base, strong
balance sheet, unique technology, and so on.

WEAKNESSES
It stops an organization from performing at its optimum level. They are
areas where the business needs to improve to remain competitive things
as higher than industry average turnover, high level of debt, an
inadequate supply chain, or lack of capital.

OPPORTUNITIES
It refers to favourable external factors that an organization can use to
give it competitive advantages.

THREATS
It refers to factors that have the potential to harm an organization

PERMISSION & LICENSES

FOOD SAFETY AND STANDARDS AUTHORITY OF INDIA (FSSAI)

The food safety and Standards Authority of India (FSSAI) is an
autonomous body established under the ministry of health & family
welfare Government of India. The FSSAI has been established under
the food safety and standards act, 2006 which is consolidating
statutes related to food safety and regulation in India FSSAI is
responsible for protecting and promoting public health through the
regulation and supervision of food safety.

INDIAN STANDARDS INSTITUTE/ BUREAU OF INDIAN STANDARD

CERTIFICATION
The Bureau of Indian Standards (BIS) is the national standards body
of India working under the aegis of the ministry of consumer affairs
food & public distribution government of India. It is established by the
Bureau of Indian Standards Act, 1986 which came into effect on 23 rd

December 1986. The minister in charge of the ministry or department

has administrative control of the BIS the ex-o ce president of the
BIS. The organization was formerly the Indian Standards Institution
(ISI) set up under the Resolution of the department of Industries and
supplies NI.1 std (4) 45, dated 3 September 1946. The ISI was
registered under the Society’s registration act, 1860.

AGMARK CERTIFICATION
AGMARK is a certi cation mark employed on agricultural products in
India, assuring that they conform to a set of standards approved by
the Directorate of Marketing and inspection and attached o ce of the
department of agriculture (operation and farmers welfare under the
ministry of agriculture & farmers welfare an agency of the
government of India. The AGMARK head o ce at Faridabad was
enforced in India by the Agricultural produce (grading and marketing)
Act of 1937 (and amended in 1986). The present AGMARK standards
cover quality guidelines for 222 different commodities spanning a
variety of pulses, cereals, essential oils, vegetable oil, fruits and
vegetables, and semi-processed products like vermicelli.

OTHER
Health and trade licenses
Environmental clearance, etc.

BRANDING

The process involved creating a unique name and image of a product in

the consumer’s mind, mainly through advertising campaigns with a
consistent theme. It aims to establish a signi cant and differentiated
presence in the market that attracts and retains loyal customers.

Branding promotes recognition

A brand sets us apart from the competition
Branding sets expectations
A strong brand adds value

WAREHOUSING

Warehousing is a key component of the overall business supply chain.

The supply chain consists of the facilities and distribution options for
the procurement of materials from the manufacturer to the customer
and all points in between including the production of materials into
components and nished products and then the distribution to
customers. The economic bene ts of consolidation and break-bulk are
to reduce transportation costs by using warehouse capability to increase
shipment economics of scale. The storage housing would be a
centralized system for our product. It would act as a master storage
zone. There would be smaller storage houses as per the regions. This
smaller storage house will directly report to the centralized storage
house. The smaller storage house would be responsible for distributing
to all the major whole sellers and retailers in the speci c regions.

TRANSPORTATION

Weekly orders would be dispatched for local retailers and shop owners
from the centralized distribution centre while monthly stock would be
updated at the centralized stock centre. Depending upon the location
quantity and availability, a mode of transportation would be selected.

SOCIAL MESSAGE

We’ll use original cocoa to manufacture our product for the bene t of
the society no arti cial chocolate avourings will be added
An adequate percentage of our pro t will be donated to physically
disabled people.
Every year some of the biscuit packs will be distributed to orphanages
for free.
All employees’ temperatures will be checked daily before entering the
work premises. All the equipment’s machines and factory area will be
sanitized twice a day.
It will be compulsory to wear masks. Face shields and gloves for all
the employees.
The packaging will be made of recycled paper instead of plastic.

PROMOTIONAL SCHEME

A supersaver pack of 1 kg, 500 gm

Free stickers for kids along with a biscuit pack
Complete gift packings/special festival packs
Gift coupons and value points for discounts
Young celebrity endorsement
Free sample of 10 gm for initial promotion
Masks will be distributed with our logo for promotion as well as
societal welfare
Covid-19 awareness camps will be organized in various societies and
residential areas
Online sessions will be organized for kids and their parents to provide
tips for good health followed by a giveaway.

SURVEY QUESTIONS

Queries

Why do you prefer eating biscuits?

Timepass
Snacks
When hungry
Any other

Which brand of biscuits do you like to eat?

Britannia
Nutra choice
Marie
Sun feast
Any other

Which brand of biscuits do you like to eat more?

Britannia
Nutra choice
Marie
Sun feast
Any other

Which biscuits are best according to you?

Britannia
Nutra choice
Mc votes
Marie
Sun feast
Any other

How many times a day do you eat biscuits?

Once
Twice
Thrice
More than 3 times

Who all from your family eat biscuits?

All
Father
Mother
Children
Any other

Which biscuits is your family favourite?

Oreo
Dairy milk
Parle
Bournville
Any other

Which biscuits do you prefer for your dog?

Pedigree
Fruit tables
Lucky dog
Mini naturals
Any other

What nutritional facts do you look for while purchasing biscuits?

Energy
Protein
Fibre
Carbohydrates
Calcium
Iron
Trans fat
Fat
Any other

Which biscuit do you like?

Choco biscuits
Cream biscuits
Bun biscuits

Where you will buy biscuits?

Food courts
Supermarket
Bakers
Any other

Which biscuit do you prefer to give your children or anyone for

breakfast?
Oreo
Dairy milk
Parle
Bournville
Any other

Which brand of biscuits do you eat?

Britannia
Mc votes
Nutra choice
Marie
Sun feast
Any other

How will eat you your biscuits?

With milk
With coffee
With tea
Any other

Have you seen a manufacturer of biscuits any time?

Yes
No

Do you have a habit of preparing biscuits at home?

Yes
No

Which type of biscuits do you like?

Salty
Sweet
Sugarless

According to you which sugarless brand biscuit do you like?

Marry light
Sun feast light
Marry gold
Any other

According to you which sweety brand biscuit do you like?

Good day
Marry
Horlicks
Parle
Any other

According to you which salty brand biscuit do you like?

Monaco
Krack jack
50-50
Anu other

According to you which cream biscuits brand do you like?

Oreo
Vega cream
Sun feast
Bourbon
Any other

CONCLUSION

From this marketing research, I have understood the importance of

marketing mix. I have learned to take the decisions regarding the 4PS of
making the following things too

Gathering information and analyzing the market

How to design a product
Branding, labelling, and packaging of the product
Pricing of product
Marketing and promotion of a product, etc.

CERTIFICATE

This is to certify that class —of—-school, has completed his project

under my school supervision. He has taken proper care and shown
utmost sincerity in the completion of this project. I certify that this
project is up to my expectations and as per the guidelines issued by
CBSE.

Teacher’s
Signature                                                                                                           
Examiner’s   Signature

ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher—

well as our principal who gave me the golden opportunity to do this
wonderful project on the topic of Marketing Management which also
helped me in doing a lot of research and I came to know about so many
new things. I am thankful to them. Secondly, I would also like to thank
my parents and friends who helped me a lot in nalizing this project
within the limited time frame.

BIBLIOGRAPHY

INTERNET