MARKETING MIX OFUNIBIC cookies ltd.
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Transcript of MARKETING MIX OFUNIBIC cookies ltd.
KIRAN SATISH KARANJKAR MMS 2ND YEAR
Marketing mix of unibicPRODUCT
PRICE
PLACE
PROMOTIONPEOPLE
PROCESS
PHYSICALEVIDENCE
ABOUT COMPANY Firstly known as ANZAC UNIBIC.
Located in Australia.
Fastest growing FMCG brand.
High export.
“Delight in every byte”INCORPORATION
OPERATION
STARTED WITH
NOW
0 2 4 6 8 10 12 14 16
10
14
6
12
TIME LINE
TIME LAG
COMPETITORS
Parle G32%
Britania 23%
Sunfeast18%
Mcvities10%
UNIBIC8%
Priya Gold7%
Others3%
Market Share
SWOT ANALYSIS
STRENGHT
WEAKNESS
1. good quality product2. variety in product3. offers variety of products in
different sizes under its brand
4. an experienced team of sales and marketing executives
5. customer confidence
1.loose packing leads to breaking of cookies in the packet which is then goes for damage2. breakage of biscuits while delivering to retailers3. improper and irregular supply4. lack of schemes for retailers and distributors
OPPORTUNITY
THREAT
1. Promotion activity should be more as many of the company mainly depends on the promotion like advertisement, sponsoring, paper ad, etc.2.retaining loyal retailers or wholesalers3. can go rural as that market is also expanding more and more
Threats are the other FMCG company like Parle G and Britannia who are with the same cookies product which will be a great threat for UNIBIC.
PRODUCTNO PRODUCT GRAM SUGAR FREE 1. Honey oatmeal 752. Butter cookies 753. Multigrain breakfast 754. Cashew cookies 75 HEALTH & WELLNESS 5. Honey oatmeal 756. Multigrain breakfast 757. Oatmeal digestive 1008. Oatmeal digestive(1+1) 150 BUTTTER FAMILLY 9. Butter cookies 7510. Cashew cookies 7511. Pista badam 7512. Doosara chilli 7513. Doosara jeera 7514. Assorted breakfast 50 OTHERS 15. Milk cookies 7516. Milk crunchy 37.5 SPECIAL 17. Chocolate chips 7518. Choco nuts 7519. Fruit nut 7520. Ginger nut 7521. Choco chips 75
Pineapple
Creamy
Vanilla
Coffee top
Milk cookies
Milk crunchy
Assorted breakfast
Doosra chilly
Multigrain-
Breakfast
Butter c.
Om D
Om D (1+1)
Cashew SF
Chocolate chips
Choco nut
Jeera flavor
Fruit nut
Ginger cookies
Honey Oatmeal SF
Cashew Cookies SF
Honey Oatmeal H&W
Pista badam
LIFE CYCLE OF UNIBIC COOKIES.
NO PRODUCT GRAM PRICE SUGAR FREE 1. Honey oatmeal 75 352. Butter cookies 75 353. Multigrain breakfast 75 454. Cashew cookies 75 40 HEALTH & WELLNESS 5. Honey oatmeal 75 206. Multigrain breakfast 75 257. Oatmeal digestive 100 208. Oatmeal digestive(1+1) 150 40 BUTTTER FAMILLY 9. Butter cookies 75 1510. Cashew cookies 75 2011. Pista badam 75 2512. Doosara chilli 75 2013. Doosara jeera 75 1514. Assorted breakfast 50 135 OTHERS 15. Milk cookies 75 1016. Milk crunchy 37.5 5 SPECIAL 17. Chocolate chips 75 1018. Choco nuts 75 2519. Fruit nut 75 2520. Ginger nut 75 1521. Choco chips 75 30
PRICE
PRICING STRATEGIES
1)Penetration Pricing Strategy-
2)Competition based pricing :-
3)Price bundling strategy :-
PLACE MODEL
CHANNEL OF SALES
MODERN
TRADE
* malls
* Super market
* Family wala general store
TRADITIONAL
TRADE
* General stores
* Kirana
Stores
* Pan Patti
* Bakery
INSTITUTIONAL
STORES
* College canteen
* Cafeteria
HO.RE.CA
HOtel
REstaurant
CAnteen
E-commerce
Bigbasket.com
Localbaniya.com
Greencart.in
DISTRIBUTION FORMAT
FACTORY (BENGALURU)
C&FA
STORAGE & GODOWN (BHIVANDI)
MUMBAI (STOCKIST)
CENTRAL WEST SOUTH
MULUMD SANTACRUZ CHURCHGATE PRABHADEVI BANDRA MUMBAI- KURLA CENTRAL
FMCG TERMS DISTRIBUTORS:
THE RETAILERS:
Trade schemes: Schedule of the salesmen:
Beat plan:•Pilot salesmen scheme:•Agreement defining rights:
PROMOTION
MANAGEMENTPEOPLE
SALES OFFICER (WEST INDIA)
GOA MUMBAI GUJARAT Sales Sales Marketing Supervisor Supervisor (Mumbai) (Western) (Central) Lead Officer Lead officer Sales SE SE SE Sales SE SE SE Executive Executive
PROCESSTransportationFactory C&F Distributor Retailer
Customer
TransportationFactory C&F Distributor Retailer
Customer
TransportationFactory C&F Distributor Retailer
Customer
TransportationFactory C&F Distributor Retailer
Customer
TransportationFactory C&F Distributor Retailer
Customer
PHYSICAL EVIDENCE • Product, Service Appears from outside.• size, shape, color, material and label of
packaging.• Visual layout, practical setup, clear and
precise instruction.• small improvement in packaging leads sales.
ANALYSIS• Sale of H&W brand from 1st may-30th
June
ANDHERI
SANTA
CRUZ
BANDRA
GHATKOPAR
CHURCHGATE0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
Butter cookies
Pista badam
Doosra jeera
Sales of BF in Rs.
Sale of BF brand from 1st May-30th June
ANDHERI SANTCRUZ BANDRA GHATKOPAR CHURCHGATE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13 129
12 14
21 13
1711
19
11
2 88
17
15
1913 5
7
9 714
15
5
Expected future flavor of UNIBIC
FUTURE TASTE OF UNIBIC
Factors which makes UNIBIC uniqueVenue- thanePurpose- sampling Size –50 stranger’s people & 35 existing customer.
43%
21%
31%
5%
PREFERENCE
TASTE PACKAGING HEALTH FACTORS CRUCHINESS
METHODS OF UNIBIC PRICING Cost based pricing- Example: - Cashew Product
Price – 20 Pieces- 10 Per pieces – Rs.2
So allocation of cost to make 1 pcs of Cashew cookies.
Raw Material -Rs. 525%
Storage Cost-Rs.315%
Manufacturing Cost-Rs.2.7014%
Retailers Margin-Rs.210%
Store keeping Cost-Rs.1.910%
Distribution Cost-Rs.1.568%
Dilevery Cost-Rs.1.508%
Advertising Cost-Rs.1.347%
Other Cost-Rs.15%
ALLOCATION OF COST
Price Analysis
2007 2008 2011 2013 20150
20
40
60
80
100
120
140
CASHEW SF
CASHEW cookies
MB
OD
CN
F&N
AB
CHILLI
GINGER
CHANGE IN PRICE
PLACE ANALYSIS
ANDHERI
PRABHADEVI
SANTACRUZ
GHATKOPAR
MARINE LIN
ES
MULUND0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3
89
0
4
7
4
9
2
012
6
Salesmen Opinion
Ready Stock Distributor Point UNIBIC Distribution
Churchgate Dadar Santacruz Andheri Ghatkopar Mulund0
1
2
3
4
5
6
7
8
9
10
1 1
2
1
3
1
3
7
5
3
9
2
DELIVERY TIME
Basic time Late Time
DISTRIBUTOR
DA
YS
DISTRIBUTION PROCESS
PROMOTION MODEL
Kareena12%
Hrithik roshan10%
Bipasha basu8%
Shahid kapoor
14%Imran khan
9%
Allu arjun12%
Milka singh18%
Animation11%
Others5% vote
CONCLUSION Leap & bound progress. Few loopholes in ‘Marketing Mix Model’. Solve by ‘Integrated communication’. UNIBIC have potential beat Britannia. Dark fantasy case.
THANK YOU