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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:
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
Major
Scales
Ingredients
Mixer
Extruder Decoration
Baking
(Coating)
Packaging
Market Testing
Standard
Test Market
Full marketing campaign
in a small number of
representative cities.