Post on 12-Jan-2015
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AMRITPAL SINGH
RAHUL GUPTA
VARUN BHARDWAJ
SHAILENDER CHOUDHARY
SANDEEP SINGH
PARITOSH SACHDEVA
CREMICA CREMICA BISCUITSBISCUITS
Industry outlookIndustry 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 3rd largest industry , just behind U.S.A.
and China.
HISTORYHISTORY• 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 Major Companies
Britannia
Parle
ITC
Priya Gold
Mc Vitties
Cremica
Horlicks
SWOT Analysis SWOT Analysis
StrengthsStrengths
Varied Type of products
Presence of established distribution networks in both urban and rural areas
Innovative product category (Twin Flavor)
Renowned Clientele
WeaknessesWeaknesses
Availability
Branding
Lack of awareness
Dependence on retailers &
grocery Stores for displaying
diversified Products on shelf,
induce impulsive buy
SWOT AnalysisSWOT Analysis
OpportunitiesOpportunities
Untapped market.
Large domestic market.
Export potential.
Scope for upcoming
ThreatsThreats
Competition from the National brands.
Slowdown in rural demand.
Local bakery products
Marketing Mix Marketing Mix
ProductProduct
Available in 4 categories over more than 18 products
Glucose
Cookies
Cream Biscuits
Crackers
PricingPricing
Different Products are available at different price from Rs. 10-25
Providing health conscious product
Positioning as a premium brand
Targeting new generation as well as Indian family's
Promoting as a tea time snack
Marketing MixMarketing Mix
PlacePlace
Cremica has 2 manufacturing unit one in PHILLAUR (Punjab) and other in UNA (HP)
Distribution network
Direct marketing
PromotionPromotion
Motivation to the dealers
Television media (Ad agency: JWT)
Print media
RESEARCH METHODOLOGYRESEARCH METHODOLOGY
• Sample Size:- The sample size for the study was taken to be 100.
• Sampling Method:- The sampling method used for this research
project was Convenience Sampling. This method was adopted
keeping in mind the number of respondents.
• Scope of Research:- The scope of research extended up to the
region of Chandigarh and its nearby areas.• Method of Data Collection:- The primary data was collected mainly
through questionnaires and telephonic interviews. The secondary data sources were internet websites and
magazines.
Ques.1) Which type of biscuits you normally prefer:-
Branded - 78
Bakery - 22
Ques.2) How often do you eat biscuits:-
EVERYDAY- 60
OCASSIONALLY- 25
SNACKS - 15
Ques.3) Out of the following which type of biscuit you prefer?
Cream – 35
Salty – 18
Cookies – 35
Digestives - 12
Ques.4) Before buying biscuits which factor do you consider :-
Brand – 18
Availability – 18
Taste - 64
Ques.5) Which Brand you normally Prefer -:
Britannia – 45 Cremica – 12
Parle – 17 Others - 9
Sunfeast – 17
Ques.6) Why Not Cremica?
Brand Taste
Availability Price
Current ScenarioCurrent Scenario
Cremica’s turnover is 380 crore whereas 65% of the revenue is contributed by biscuits.
Leadership Position : No. 3 in Punjab No. 2 in Himachal
No. 3 in J&K
Marketing team 200
Distributors 500
Super stockiest 15
Depots 15
RecommendationsRecommendations
A good pricing strategy must be adopted.
Motivating the distributors and retailers by offering some tour packages and
extra benefits based on the target achievements .
Organizing an events and exhibitions in corporate places to create brand awareness.
Distributing the samples in collage and school campuses to penetrate the new generations .
Collaborating with some health clubs to create product goodwill as a health conscious product.
Collaborating with a beverage chains like café coffee day or barista to create a
larger international brand image.
Future’s ProspectsFuture’s Prospects
Mrs. Bector’s (Cremica group) is willing to invest 1.5 to
2.5 billion in PMFP (Punjab mega food park).
Projected revenue to 850 crores by 2011-12 from 380
crores
With the investment of 30crores for setting up food
processing facility in Haryana to cater domestic & export
market.
Expansion in Metro Cities