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