Professional Documents
Culture Documents
INTRODUCING
BATA BISCUITS
Pait ke Raste, Dil me Baste
We are going in the field of FMCG and are launching BATA biscuits.
The main concern is to change the consumer mindset and for that we are
going for market penetration on the basis of three offerings ATs, MTs and O-zones.
BATA ATs i.e. any time biscuits would be available in a variety of tastes
and flavors. BATA MTs have been launched keeping in mind the movie buffs who want a
variation to popcorn. The O-Zones are outlets aiming at the youth of metros where
recipes and toppings of their choice would be prepared on demand.
For the promotions we will be giving advertisements generating curiosity and hype in the
print media as well as TV commercials. We would also be giving free samples with
leading tea and coffee brands. We would be promoting O-Zones as a hang out place for
youth. We would also conduct various events like ‘theme based walls splashing’ etc. O-
Zones would be inaugurated by John Abraham.
The offerings would be available in sizes and prices to suit the consumers. Apart from
that BATA kits, gift hampers and family packs would also be available.
OVERVIEW OF COMPANY
• Bata India is the largest company for the Bata Shoe Organization in terms of sales
pairs and the second largest in terms of revenues.
• With 1250 stores across the country, it also has the widest retail network within
the BSO.
• Bata had come to India in 1931.
• Bata was also the first manufacturing facility in the Indian shoe industry to
receive the ISO: 9001 certification.
• The Company went public in 1973 when it changed its name to Bata India
Limited.
• Bata India has established itself as one of Asia's largest footwear retailer and has
35% market share in the organized sector (and approx. 8.5% of the total footwear
market)
• Bata is the most trusted name in branded footwear.
• The stores are present in good locations and can be found in all the metros, mini-
metros and towns.
• Bata's smart looking new stores supported by a range of better quality products
are aimed at offering a superior shopping experience to its customers.
• Backed by a brand perception of experience, the company is working towards
positioning itself as a vibrant and contemporary young brand.
MARKET SEGMENTATION
We first divided the market geographically into
Metros
Towns
Based on the above segmentation and also keeping in mindd our customers tastes and
preferences, we came up with three separate strategies for Market Penetration
A biscuit is small baked bread; the exact meaning varies markedly in different parts of the
world. The origin of the word "biscuit" is from Latin via Middle French and means
"twice cooked". Some of the original biscuits were British naval hard tack. That was
passed down to American culture, and hard tack (biscuits) was made through the 19th
century.
PRODUCT MIX
A Product Mix (also called product assortment) is the set of all products and items that a
particular seller offers for sale.
Eg: NEC (Japan) has 2 product mix viz.
Communication Products
Computer Products
PRODUCT WIDTH: It refers to how many different product line the company carries.
Ex. J&J carries width like baby oil, lotion, talc's etc
PRODUCT LENGTH: It refers to the total number of items in its product mix.
PRODUCT DEPTH: It refers to how many variants are offered for each product in the
line.
AT Coconut
AT Krunch
AT Kesar Bite
AT Butter
AT Badaami
AT Nutties
AT choco-vanilla
AT Orange Crème
AT Strawberry Crème
AT Chocolate Crème
AT Para-pari
AT Minty
AT Pepper Chaska
BATA MT BISCUITS
MT Salted
MT Masala Krunch
MT Flavored Salted
MT Butter fried
MT Teekha Kamaal
BATA’s OZONE
BATA OZONE
Recipe Based:
Pancetta Biscuits: Rs.75 (4 pieces)
Cinnamon Peaches with Sugar Biscuits and Whipped Cream:
Rs.70 (4 pieces)
Sweet Biscuit Wreath: Rs.60 (4 pieces)
Honey Drop Biscuits: Rs.55 (4 pieces)
Buttermilk Biscuits: Rs.65 (4 pieces)
Chicken a la King on Herb Biscuits:
Rs.75 (4 pieces)
Fried Biscuits: Rs.50 (4 pieces)
Toppings:
Cheese toppings: Rs.30
Veggie toppings: Rs.45
Masaledaar toppings: Rs.45
Crunchy noodles toppings: Rs.55
Caramel toppings: Rs.35
Fortune Cookies
Chocolate cookies: Rs.25
Brownies: Rs.30
Crunchy cookies: Rs.25
Apart from the above listed prices, during the festival season, we would also be providing
family packs, gift hampers, Bata-Kits etc to our customers, and their prices will be
accordingly.
PROMOTION
PRE-LAUNCH PROMOTIONAL STRATEGIES
Print Media
We will be going for a large scale promotion through newspapers as this is one source of
communication available to all and used by all sections of people. We will target the
pages that are most viewed by the people that are the first page, the sports page and the
last page. We will go in for a half page advertisement on the first and the sports page and
a full page advertisement on the last page. The aim is to create a new image of Bata,
selling a food product. This kind of advertisement will be published from at least two
months of the actual launch of the product so as to create a kind of curiosity in the minds
of the people; so that once the product is launched they will at least try it once.
The advertisement will be a colored one that will be meant to attract the attention of the
reader. The right side of the advertisement will carry the logo of Bata biscuits and the
information will be written in big bold letters. The page will have an in-filling of the Bata
logo as well.
In addition to that we will be putting up posters in the retail shops that will be supplying
our product. This is aimed at creating hype amongst the buyers.
T.V. Commercial
As we have seen, Bata does not have many advertisements running on television; we will
be emphasizing more on T.V. commercials.
Free sampling
To promote our product, we will be providing a free sampling offer. We will be giving a
two biscuit sachet free with the leading Tea and Coffee brands.
This offer will be in circulation for a month before the launch of the product so that the
customer is already aware of the product and is willing to buy it when the biscuit is
launched in the market.
AT THE LAUNCH
Bata’s Ozone is a dugout zone where customers can come and enjoy the various flavors
of recipe cookies, hang-out with friends and participate in the various events, which we
would be organizing in the zone.
The opening of these Ozone’s would be done by, John Abraham, our brand ambassador.
BATA MT BISCUITS
We are planning to launch our movie time addition on a Friday, when most of the movies
are released, so as to capture maximum attention. We would be providing movie
merchandises as a promotional stunt.
POST-LAUNCH
There will be many activities carried out for the purpose of promoting our product after
the launch as well.
We would be holding “theme based wall splashing” event weekly at our Ozones.
New Delhi
Noida
Gurgaon
Chandigarh
Mumbai
Pune
Bangalore
Ahmedabad
Chennai
Kochi
Hyderabad
Kolkata
PACKAGING
The packaging of the biscuits is designed to ensure convenient
distribution and purchases. This packaging also helps in the
maintenance of its freshness, taste and nutrition.
ii) Regular packs- the regular packs available in the packing of 200
gms. and 400 gms. is meant for the routine consumption of the
product.
iii) Family packs- the family pack available in the packing of 1 kg.
and 2 kgs. is designed to allow its consumers of bigger savings on
bulk purchases. The family pack can be parallelly called a Value
Saver Pack.
CHANNELS OF DISTRIBUTION
Factory
C&F
Retailers
Customers
A number of companies are following the same method of umbrella branding. Like
Reliance, Shakti Bhog, Bharti, etc.
ITC launched Sunfeast biscuits, Bingo chips though its an tobacco company but then too
its product became a big success. In early stages of Bingo chips the sales were very low
i.e. is between the period of march to may, but then suddenly what we see that in the
month of July the sales rises it because of consistent promotion and good quality and now
ITC company holds a big share in the Indian market in snacks segment.
On the same concept we are given a project to launch Bata biscuits. Its not an easy task to
change the perception of a person who is seeking Bata as a shoe manufacturing company
from past many years, and Bata is also a big brand name but if a person goes in the
market to purchase a Bata Biscuits some where or the other he will be in the same
perception of the old brand image of Bata company as a shoe manufacturer.
We know very well as Bata has already created a good brand image and it is stable in
market so it is spending very less on print and video advertisement. So we have to use
extensive marketing tactics in order to get close to customers
We will be using the method of AIDA that is Awareness Interest Desire and Action.
After launching these biscuits we will go in schools and give fun and knowledge full
lectures to students till the class 7th we also provide free samples to them. High
expenditure on promoting and sponsoring live concerts and charity shoes.
We will also call celebrities to our retail outlets and dugout zone the Ozone this will
lead a number of persons to our outlets and then the culture and life will lead them to
come once more in the outlets and there again our quality and tasty biscuits will lead
them to purchase for there daily life also.
Ladies are really health conscious and for them we will be showing the perfect healthy
biscuits which are sugar free and will be full of nutrients.
RETAILING & OZONEs
“My brethren, when God first began to love you, He gave you all that He ever meant to
give you in the lump, and eternity of time is that in which He is retailing of it out.”
Thomas Goodwin
What is retailing?
TYPES OF RETAILLING
A specialist store or a small local store may have a very intimate relationship with its
customers, with transactions being made on a face-to-face, first name basis. At the other
end of the scale, goods may be retailed across the globe, with no physical contact being
made at all.
Clothing and Accessory Store
Department Store
Distance Retailing
Door-to-Door Retailing
Chains
Party Retailing
Street Market
Supermarket
Van Retailing
Warehouse Club
Pricing in Retailing ?
The pricing technique used by most retailers is cost-plus pricing. This involves adding a
markup amount (or percentage) to the retailers cost. Another common technique is
suggested retail pricing. This simply involves charging the amount suggested by the
manufacturer and usually printed on the product by the manufacturer.
In Western countries, retail prices are often so-called psychological prices or odd prices: a
little less than a round number, e.g. $6.95. In Chinese societies, prices are generally either
a round number or sometimes a lucky number. This creates price points.
Often prices are fixed and displayed on signs or labels. Alternatively, there can be price
discrimination for a variety of reasons. The retailer charges higher prices to some
customers and lower prices to others. For example, a customer may have to pay more if
the seller determines that he or she is willing to. The retailer may conclude this due to the
customer's wealth, carelessness, lack of knowledge, or eagerness to buy. Price
discrimination can lead to a bargaining situation often called haggling — a negotiation
about the price. Economists see this as determining how the transaction's total surplus
will be divided into consumer and producer surplus. Neither party has a clear advantage,
because the threat of no sale exists, whence the surplus vanishes for both.
• Even though India has well over 5 million retail outlets of all sizes and styles (or
non-styles), the country sorely lacks anything that can resemble a retailing
industry in the modern sense of the term. This presents international retailing
specialists with a great opportunity.
• It was only in the year 2000 that the global management consultancy AT
Kearney put a figure to it: Rs. 400,000 crore (1 crore = 10 million) which will
increase to Rs. 800,000 crore by the year 2005 – an annual increase of 20 per
cent.
As much as 96 per cent of the 5 million-plus outlets are smaller than 500 square feet in
area. This means that India per capita retailing space is about 2 square feet (compared to
16 square feet in the United States). India's per capita retailing space is thus the lowest in
the world
The small local stores have dominated Indian retailing over the decades
and are present in every village and local community, addressing the needs
of the population in the area and being the point of contact with the
consumer. The distribution networks of brands extend right upto this point
to stay in touch with customer needs and preferences.
India like most other countries has a very large network of local stores. You will find
these in almost every village and locality. A lot of them function as paan and cigarette
outlets with tea and coffee sometimes also offered. Besides this these stores stock and
offer small eats and soft drinks including biscuits, soft drinks, chocolate, sweets, bread
and baked products. Many of them also sell fruits like bananas and a range of toiletries
and cosmetics like soaps, shampoos, toothpastes and some creams. These small stores
cater to the needs of their own local population and travelers who stop by for a smoke or
a snack.
A little larger format is the neighborhood grocery store that focuses on grains, foods,
snacks and toiletries besides other home essentials.
Fruits and vegetables that are perishable are usually maintained and offered by exclusive
vegetable stores and not by the normal groceries.
Shopping Malls
The new shopping malls that have been expanding their footprint across
Indian cities are well designed, built on international formats of retailing
and integrated with entertainment and restaurants to provide a complete
family experience. Over 300 malls are expected to be built over the next
two years and most Indian cities with over a million populations will be
exposed to this modern method of retailing.
Shopping malls have existed in India since several decades but were designed and built to
house several shops in a single facility. These malls also known as Shopping Arcades
offered only rows of shops, most of which were small stores that promised bargains for
their various wares. These Shopping Arcades tried to maximize on their store space and
did not offer any areas for recreation and entertainment.
The present day malls are a creation of the past few years post 2000. They are designed
professionally using a lot of international experience and combine shopping with a lot of
brand building, recreation, food and entertainment. Malls also have a large format store
that serves as their anchor for shopping and a prominent restaurant that anchors the food
needs of visitors. Most malls also feature a multiplex cinema that offers entertainment to
the visitors of the mall. Finally the mall has large atria and open spaces to allow visitors
and families to hang-out.
These new format malls are coming up in all the major cities of India. The cities that are
seeing the first rush of malls are
New Delhi
Noida
Gurgaon
Chandigarh
Mumbai
Pune
Bangalore
Ahmedabad
Chennai
Kochi
Hyderabad
Kolkata
The next run-up of the malls will be the second level cities of India that includes
Visakhapatnam
Coimbatore
Trivandrum
Raipur
Bhopal
Surat
Jaipur
Kanpur
Lucknow
Ranchi
Cuttack
Dehra Dun
PRIYAGOLD
PRABHAT UDYOG
MAXWELL INC.
KANAK BAKERS
TIPSY-TOPSY EXPORTS
GOKUL FOODS
During the five and a half decades of post-independent India, the biscuit
industry in the country has achieved a position of pre-eminence as the
third largest producer of Biscuits in the world, after the USA and China.
The FBMI, its members and leadership, have played a pivotal role in the
unprecedented growth, development and reach into all parts of the huge
domestic market in India, as also in exports of biscuits.
www.wikipedia.com
http://www.b4uindia.com/yellowpages/Category/Biscuit-Making-
Machinery/2.html
http://www.tradeindia.com/Exporters_Manufacturers/Indianexporters/Food_
and_Beverage/Biscuits
www.bata.in