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Biscuit Industry in India – An Overview Biscuit industry in India in the organized sector produces around 60% of the total production, the balance 40% being contributed by the unorganized bakeries. The major Brands of biscuits are- Britannia, Parle Bakeman , Priya Gold, Elite, Cremica , Dukes, Anupam and Horlicks . Though de reservation resulted in a few MNCs, i.e. Sara Lee, Kellogs , Smith Kline Beecham, Heinz etc entering the biscuit industry in India.
Industry outlook : Biscuits market in India : Rs 9,000-crore (Rs 90- billion) FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural India. There are around 150 -medium to small biscuit factories in India. Indian biscuit industry is the 3 rd largest industry , just behind U.S.A. and China.
HISTORY – CREMICA CO. The Cremica group, a widely diversified food products company from India, is an acknowledged frontrunner in both food retailing and foo service industry. Established by MRS. BECTOR, a passionate food enthusiast, three decades ago. Cremica has emerged as a preferred consumer brand and a leading supplier to Indian and global food majors. Started in 1978. In the year 1997 seeing the quality of the products being manufactured McDonalds approached Mrs. Bector for supplies of various products i.e. buns, liquid products and batters & breading.
Major Companies Britannia Parle ITC Priya Gold Mc Vitties Cremica Horlicks
SWOTAnalysis Strengths Weaknesses Varied Type of Availability products Branding Presence of established Lack of awareness distribution networks in both urban and Dependence on rural areas retailers & grocery Stores for displaying Innovative product diversified Products on category (Twin Flavor) shelf, induce impulsive Renowned Clientele buy
Continued…… Opportunities Threats Untapped market. Competition from the Large domestic National brands. market. Slowdown in rural Export potential. demand. Scope for upcoming Local bakery products
Current Scenario Cremica with 200 cr. Turnover & Fun Foods with 150 cr. turn over whereas 63% of the revenue is contributed by biscuits. Leadership Position : - No. 1 in PUNJAB - No. 2 in Himachal - No. 3 in J&K
Marketing Mix Product Pricing Available in 4 categories Different Products are over more than 18 available at different price products from Rs. 10-25 Providing health conscious Glucose product Cookies Positioning as a premium Cream Biscuits brand Crackers Targeting new generation as well as Indian familys Promoting as a tea time snack
Continued…… Place Promotion Cremica has 2 Motivation to the manufacturing unit dealers one in PHILLAUR Television media (Ad (Punjab) and other in agency: JWT) UNA (HP) Print media Distribution network Direct marketing
A Study on Consumer Behaviour towards Biscuit & Bakery products Prepared By:- Cremica Biscuit Team