Compiled by

Mandar Karandikar Roll No:07

Vrushali Malankar Roll No:0
Priya Madhavan Roll No:09
Kavita Baeet Roll No:10

The Cryptms Group

 Inception
 Cryptms Confectionaries (India) Pvt. Ltd. was
incorporated in the year 1987 at Thodupuzha, in the
Idukki District of Kerala.

 The Company was set up with the support of leading

financial institutes & banks like Kerala Finance
Corporation (KFC) and Canara Bank.
 History
 In1987 post registration within an year itself the company
achieved a turnover of Rupees one crore.

 Since 1987 to August 1992, Company witnessed steady

growth in the domestic market.

 SinceSeptember 1992 there was a decline in the sales

margin lasting over a period.

 In
1993 the promoters of Cryptms emerged with new
marketing strategies to promote growth.
 The Cryptms Group
 1986- Cryptm Confectioners (India) Pvt. Ltd

 1989 – The Unipack (India) Pvt Ltd

 1993- Megha Home Products Pvt Ltd

 1993- Efficient Marketing Pvt Ltd

 1995- Bristo Foods Pvt Ltd

Megha Home Products Pvt
Ltd
Was launched in 1993 to produce variety
of biscuits.

Highlights:

 Biscuitslaunched under the brand name

“Crypsy” made inroads in highly
competitive markets.

 Within 2 years sales crossed Rs 3 Crore.

 Unipack (India)Pvt Ltd
Established Unipack India (Pvt.) Ltd in 1989 to produce the
packing materials for Cryptms.

Highlights:
 Manufactures & prints packing material for primary &
secondary packing needs of Cryptms and Crypsy.

 30% of total turnover results from external customers.

 Bristo Foods Pvt Ltd
Growing demand of the product in the market inspired the
promoters to go for a new unit.

Bristo Food (Pvt.) Ltd was started in the year 1995. The
unit’s annual production capacity is 3500 tones of sweets.

Highlights:
 Launched additional varieties

 Productionof large variety enabled group to match with

every product offering of the competitors
Efficient Marketing Pvt Ltd
Established in the year 1993 as an independent
and professionally managed marketing
organization.

Objective:
 To develop professional marketing firm to market the products
of the group companies
Highlights:
 Undertakes marketing of Bristo Products within and outside
Kerala
Sales Promotion & Strategy
 Market Share
Cryptms Group is the third largest Player in Kerala with 15
to 18 % of Market share.

Main competitors are:

• Parry
• Nutrine
SWOT Analysis
 Diversification
 Flourmill
 Carton making unit
 Sanitary tissue paper unit
 Mineral water unit

Suggestion –
 Flour mill: Back word integration to support the high quality
& efficient plant for biscuits.

 Carton making: Forward integration; experience of Unipack
Pvt. Ltd.
 National Launch
Cryptms group can aim for National Launch in the long run
by expanding its distribution through sales network.

Focus area :
 Strengthen brand popularity & loyalty from consumers.

 Increase equity over loan.

 Sales & distribution strategies needs to be strengthened.

 Marketing Strategy
 Equity & Brand revamp.

 Promotions for brand awareness.

 Pricing strategy to defend the competitors within Kerala.

 EfficientMarketing Pvt. Ltd act as a group unit taking care of

all marketing functions.

 The advertising & promotion activities can be outsourced to

gain the quality & efficiency.
 Conclusion
 Recommendation for the Cryptms Group growth
strategy.
Business
Growth rate

Low

High

High Low
Relative Position (Market share)
Thank you !