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    Biscuit Marketing Strategy 2019: By-Siddhi Shaha ROLL NO-2305

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    Siddhi Shaha
    Sinisha is launching a new biscuit brand targeting children and young adults from middle-class families. Their marketing strategy focuses on premium healthy biscuits for school lunches, with a target market of urban families. Key elements of the plan include establishing the brand through school programs and digital promotions, collaborating with restaurants and ice cream shops, strengthening distribution channels, and aiming for 12 million tonnes in sales and a profit of 5.2 crores by 2021. A SWOT analysis identifies brand building capabilities, affordable products, and the school lunch market as strengths, while dependencies on retailers, lack of technology, and established competitors pose threats.

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    Biscuit Marketing Strategy 2019: By-Siddhi Shaha ROLL NO-2305

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    Siddhi Shaha
    36 views16 pages
    Sinisha is launching a new biscuit brand targeting children and young adults from middle-class families. Their marketing strategy focuses on premium healthy biscuits for school lunches, with a target market of urban families. Key elements of the plan include establishing the brand through school programs and digital promotions, collaborating with restaurants and ice cream shops, strengthening distribution channels, and aiming for 12 million tonnes in sales and a profit of 5.2 crores by 2021. A SWOT analysis identifies brand building capabilities, affordable products, and the school lunch market as strengths, while dependencies on retailers, lack of technology, and established competitors pose threats.

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    Sinisha is launching a new biscuit brand targeting children and young adults from middle-class families. Their marketing strategy focuses on premium healthy biscuits for school lunches, with a target market of urban families. Key elements of the plan include establishing the brand through school programs and digital promotions, collaborating with restaurants and ice cream shops, strengthening distribution channels, and aiming for 12 million tonnes in sales and a profit of 5.2 crores by 2021. A SWOT analysis identifies brand building capabilities, affordable products, and the school lunch market as strengths, while dependencies on retailers, lack of technology, and established competitors pose threats.

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    36 views16 pages

    Biscuit Marketing Strategy 2019: By-Siddhi Shaha ROLL NO-2305

    Uploaded by

    Siddhi Shaha
    Sinisha is launching a new biscuit brand targeting children and young adults from middle-class families. Their marketing strategy focuses on premium healthy biscuits for school lunches, with a target market of urban families. Key elements of the plan include establishing the brand through school programs and digital promotions, collaborating with restaurants and ice cream shops, strengthening distribution channels, and aiming for 12 million tonnes in sales and a profit of 5.2 crores by 2021. A SWOT analysis identifies brand building capabilities, affordable products, and the school lunch market as strengths, while dependencies on retailers, lack of technology, and established competitors pose threats.

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     BISCUIT MARKETING STRATEGY 2019

    BY-SIDDHI SHAHA
    ROLL NO-2305
    Scope
    WHO ARE WE?

    MARKET ANALYSIS

    P’S OF MARKETING

    SUMMARY

    SWOT ANALYSIS

    CONCLUSION
    MISSION
    Offering variety of wholesome
    biscuits and snacks to our
    Sinisha~ customers that
    WHO WE are healthy and tasty at a
    ARE……… reasonable price.

    VISION
    “ Acquire Customer
    Satisfaction through Qualitative
    Production
    Market Analysis
    Biscuit industry contribute Rs 12000 crore to the FMCG industry
    Industry per capita consumption of biscuits is 1.8 kg in our country
    volume biscuit production by the organized segment is estimated at 1.5 million tones.

    This industry has been divided into tow sectors- Organized &
    Competition unorganized . Parley/Britannia and ITC contribute 70% Market Share
    The unorganized sector consists of small bakery units , cottage and
    house hold type of manufacturing

    Federation of Biscuit Manufacturing of India ( FBMI) is premium forum


    Regulation
    in organised sector and promoting research and development in biscuit
    industry and protecting interest of manufacturers

    Consumption T39% People eat biscuit everyday More than 50% biscuit consumed is
    from Glucose category 70% Biscuit consumption is from urban
    geography West Zone contribute in 30% of total .consumption
    Market Landscape

    % Share % Share % Share


    Rest; 6
    Priyagold; 11 South North
    Others
    Parley; 40
    ITC; 15 Glucose

    East
    West
    Britania; 38 Marie

    Company Segment Geography


    Positioning of - Sinisha

    Target Consumer- Kids

    Target Customer- Urban Families

    Target Segment- Middle class

    Value Proposition- Tasty & Crunchy

    Positioning- Premium Healthy biscuits for children lunches


    Target market
     PRIMARY Market: School Lunches-Snacks
     Packed lunches:67%
     School prepared lunches 30%
     Go home for lunch 3%
     All Primary Schools have 2 breaks during the day: A recess/short break in the
    morning. A lunch break at mid-day . we can connect with schools and get our
    products through the school and colleges canteens attracting our major audience i.e.
    the youth ,who are willing to spend and also buy frequently
    Packaging

     The packaging of biscuits is closely


    interlinked with production, preservation,
    storage, transportation and marketing. Sinisha

     The importance of packaging is that it


    constitutes a fair portion 10 to 25% of the
    entire cost of the pack. Premier healthy biscuit
    for children’s
    lunches
     Its common sight now that retailers are
    keeping small packs of biscuit in Jar
    Promotion
    Brand ambassador: Harshita ( Kid in Bajrangi Bhaijan)
    Media Sinisha school programme: cover 1000 schools across country,
    to familiarize children with Sinisha brand name

    Print Panels On buses, print media ,hoardings, TV and radio advertisements

    Increase ability to connect to large population through various


    promotional events on social network, TV shows and through
    Digital mobile connect
    Price
    We would try to reach a Break-Even Point for setting the price of our
    products. So that products are affordable and profits reasonable.
    Action Price per Pkts of 100 gm

    Current Price in Glucose Seg Rs 10/- Pkts

    Average Company Price Rs 12/-Pkts

    Recommended Price Rs 13/- Pkts

    Bulk Purchase Discounts Rs 3/-

    MRP Rs 15 /- Pkts
    COLLABORATION

     Being a biscuit , the company can collaborate with various restaurants and make a deal to
    use our product ,i.e. the biscuits to make a dish. E.g.- collaboration with mc Donald's or ice
    cream company such as baskin robin’s to use our biscuits and make desired desserts and
    ice creams.
     Collab with different brands and take out schemes such as buying a product of that
    company would give the customers a free biscuit packet from us.
    Place-Distribution
    Digitalizing our Production Infrastructure and
    Environment.
     Focusing to reach both the Urban and Rural customers
    Manifacturing
    by building dedicated supply chains. Unit

     Strengthening our Distribution Channels by improving C& fa (


    Mumbai/Hyderaba
    our relationships with the wholesalers, retailers, local d

    stores, and setting up efficient and integrated supply West South Esat North
    system. 35 40 50 45

     These days, a lot of buyers do their purchases at


    Megastores and Super shops. So we should form
    partnerships with retail outlets like: Swapno, Agora etc.
    They can
    help in promoting and increasing sales of our products at
    a large scale.
    Sales Plan

    Net Profit ( Cr) Sales Plan ( MT) Sales Team Plan


    10 10
    10
    10 10
    10 9
    9
    7
    8 7
    8 7 8
    7 7
    5.2 5.2 5.2
    6
    6 6
    5 5
    4
    4 4
    3 3
    2 2
    2
    1
    1
    0 0 0
    Series1
    Series1 Series1
    Year 2019 Year 2020 Year 2021
    Year 2019 Year 2020 Year 2021 Year 2019 Year 2020 Year 2021
    Summary -Sinisha Marketing Plan

    Brand SINISHA
    Target Audience CHILDREN/YOUNG ADULTS
    Segment MIDDLE CLASS
    Price 13
    Sales Plan 12
    Sales Team 12
    Profit 5.2
    SWOT ANALYSIS


    BRAND BUILDING CAPABLITES
    THE DEPTH OF DISTRIBUTION
    • DEPENDENCE ON RETAILERS AND
    GROCERY SELLERS
    W
     • LACK OF TECHNOLOGY USE
    LOW AND MID RANGE PRODUCTS
    • NEW PRODUCT
     PRODUCT ARE TASTY AND AFFORDABLE
     GOOD QUALITY AND LARGE QUANTITY

    O
     SCHOOL LUCH MARKET BIG ESTABLIED BRANDS PRODUCT
    T
     GROWING DEMAND ON SUGE FREE EMERGING LOCAL BAKERY PRODUCT
    BISCUIT. FUCLUATION OF PRICE OF RAW M
    MATERIAL
    CONCLUSION

     In Indian BISCUIT Industry even the small companies are able to make profits.
     Indian biscuit Industry has a continuous growth and will not be hindered due to external
    factors. Biscuit Industry has flourished in India enormously over the years and is still
    growing phenomenally
     Entrepreneurs or businessmen who are in process of buying, installation of new biscuit line
    should keep following points in mind, apart from legal requirement of industrial licenses
    pollution clearance's and of course finance

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