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t e s it s

v e b i sc u
Bi
L o
About Industry
The Indian food market is approximately Rs 2,50,000 crore
($69.4 billion)
Value-added food products comprise Rs 80,000 crore ($22.2
billion).
The food processing industry is witnessing a 20% annual
growth rate.

Biscuit Industry:
The major brands of biscuits are – Britannia, Parle, Bakeman,
Priya Gold etc
The per capita consumption of biscuits in our country is about
1.52 kg as compared to more than 12 kg in developed countries
Annual Production:
The organized biscuit manufacturing industry‘s annual
production figures are given below:
(In Lakh Metric Tonnes)
2003-04 - 11.00
2004-05 - 12.54
2005-06 - 14.29
2006-07 - 16.14
2007-08 - 17.44
2008-09 - 17.97
2009-10 - 19.65
Segments:
The organized and unorganized sectors of the biscuit industry is
in the proportion Of 60%:40% ratio.
OUR
PRODUCT
Love bites
Biscuits
Love bites s
Biscuits
w a
u i t c …
i s c t i
b m an
Our Tag-line:

a ro
in g o
a v r s
H eve
n
Organizational Goal:

We will provide the


middle class,
a
chance to taste luxury.
e s ts
b it cu
i s
i
o v e B
L
Justification of the product
Demand – demand for biscuits is expected to
be huge in India (as it is following demand in
developed countries)
No big brand has got the reputation of being a
brand of youth. We are targeting children and
youth.
The taste of other heart shaped biscuits
present in the market is outdated and they are
costly.
Contd…
Focus : being new in the market, it would be
better to select a safe segment and produce
according to their need.
3
Check the
2 ideas with
1 Come up with
Decide what consumers.
ideas. (if they like them go
you want to to 4 if they don’t
develop; move
move back
back to
to 2)
2) 4
Who, what, Chose your
where, when, ingredients,
why. develop the
recipes and the
packaging and

Biscuit Designing Process


check them
with consumers.
(stay here until they
like them)

5
Test the new
6 recipes and
Develop the new packaging
name , packaging (Stay here until you get it
design and right,
right, then
then move
move to
to 6)
6)

advertising and
test them with
consumers.
(You’re
(You’re allowed
allowed to
to move
move
on, only if they like them)
7
Decide what
price you
will sell it at.
9
8
Sell the new Start
product to production and
supermarket send product
s to shops.
Idea Generation and Screening
Systematic Search for New Ideas has been done
through:
Internal sources
Customers
Competitors
Distributors
Suppliers
Its all about choosing the best and dropping rest
Contd…
Criteria of idea screening:
Market Size
Product Price
Development Time & Costs
Manufacturing Costs
Rate of Return
The Best Concept is chosen
We started Concept Testing, ie; we tested
the Product Concepts with Groups
of Target Customers
We developed Product Ideas into
Alternative
Product Concepts
Concept Development & Testing
Marketing Strategy
Pricing- It would be done to attract middle
class youth.
Product- Product design and taste has been
chosen on the basis of survey on youth.
Place- we are going to start from big cities and
small towns.
Promotion- Advertisement would be done
focusing our target segment.
Marketing Strategy: pricing
Pricing would be done according to the size of
packet. Packet sizes would be:
Small pack: -Rs 5 to 7 (approx) for
5 pieces
Medium size pack: -Rs 10 for 10 pieces
Family pack -Rs 20 for 24 pieces
Gift pack -Rs 50 (with chocolates)
Packaging

Gift pack-Rs 50 (with chocolates)


Marketing Strategy: positioning
Flavors:
Chocomint flavor
Honey flavor
Ice cream soda flavor
Creamy Vanilla flavor
Expected PLC
Business analysis and Product development

Production process: Batch production:


Why?
We have a range within the product line.

Size of the market for our product is not clear.


Process Overview

Major
Scales
Ingredients

Mixer

Extruder Decoration
Baking
(Coating)

Packaging
Market Testing

Market testing will be done through a:

Standard
Test Market
Full marketing campaign
in a small number of
representative cities.

We have planed to select 3 big cities and 3 small towns.


Commercialization
Our review process answered the following questions:
• Who – who would eat it? Will our biscuits appeal to the people we
are aiming for?
• When - when would they eat it? Will our biscuits be right for the
type of snack we are aiming for?
• What – what will the biscuit be like – do they look like we expected
• Where – where would they eat it? Will our biscuits be easy to eat
• Why – Why would people choose our biscuit? Do our biscuits have
any special features

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