BISCUIT INDUSTRY IN

INDIA

BRITANNIA VS PARLE
 INDEX
 Consumer industry in India – An overview.

 Biscuit industry in India- Overview.

 BRITANNIA –
company overview
makeover
product life cycle
SWOT analysis
 PARLE –
company overview
brand ambassadors
product life cycle
SWOT analysis

 BRITANNIA Vs PARLE – Corporate social responsibility ,IPR’s

 Industry Analysis
 The consumer food industry mainly consists of ready-
to-eat products or ready-to-cook products such as
pasta products, bakery products, biscuits, soft drinks,
etc.
 Automatic approval for FDI upto 51% has been
introduced.
 Bakery industry in India is probably the largest
among the processed food industries, the production
of which has been steadily increasing in the country.
The two major bakery industries, viz., bread and
biscuits account for almost 82% of the total bakery
products.
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 dereservation resulted in a few MNCs, i.e.

Sara Lee, Kellogs, Smith Kline Beecham, Heinz etc
entering the biscuit industry in India.
 Basis Of Segmentation
Broadly there are three ways to segment the market followed by
the biscuit industry:

 Based on age group.

 Based on purchasing power of the consumers

 The lifestyle approach.

Based on the production in India biscuits
can be broadly classified into:-
Industry Research
 Objective: To study eating
habits with regards to
consumption of biscuits
amongst people.
 The composition of choices
of food of people for
breakfast and snacks shows
that only 16% prefer
biscuits.
Industry Research
 Of the people who
consume biscuits 25%
people prefer cream
biscuits,
 12% prefer wafer
biscuits,
 34% prefer sweet plain
biscuits and
 29% of people prefer
namkeen or salty
biscuits.
Industry Research
 The number of people who
eat biscuits include 37% of
people who eat them
everyday,
 29% eat twice a week,
 14% eat four times a week,
 8% eat once in 15 days,
 6% eat once in 10 days and
once in a month.
Britannia: Company Overview

 1892 - Britannia established with an investment of Rs. 295 in

Kolkata

 2007- Britannia ranked No.1 in the Metros across all categories.

 The Origin of “Eat Healthy Think Better”

Britannia saw the writing on the wall. Its "Swasth Khao Tan
Man Jagao" (Eat Healthy, Think Better) re-position directly
addressed this new trend by promising the new generation a
healthy and nutritious alternative - that was also delightful and
tasty.
 Makeover of Britannia

 From being a manufacturer of baked products, BIL

kicked off a diversification exercise to become a
comprehensive foods and beverages company
making cheese and other dairy products.

 BIL hired a Paris based design studio- Shining

Strategic design, to craft a new logo and corporate
slogan. Its work involved understanding the
perceived and potential value of the brand where
everything from colors and symbols to the typeface,
was evaluated. Research showed that the brand
'Britannia' was synonymous with trust and quality,
and the wide portfolio of products was seen as a
source of strength .
 Current market position of Britannia
biscuits
Nutri Choice

I
N Treat Good Day Little Hearts
T Pure Magic Tiger Marie
R Nice
O
D
U
C M
T A
I D
T
O E
N U
G C
ales R
R L
I
O I
T
W N
Y
T E
H

Time
 SWOT ANALYSIS
STRENGTHS
WEAKNESS
BIL has strong brands like Tiger, Marie gold
BIL is unable to improve its margin
and Good day. It also has
since last few quarters due to increasing input
well penetrated distribution network.
costs. BIL is also facing problem of high
BIL is holding leadership position in
turnover of its
six out of seven sub-categories of
Key Managerial Personnel (KMP).
biscuits.

OPPURTUNITIES THREATS

BIL has immense opportunities to increase its Threats of regional and local players are more.
export turnover, which at Other competitors like ITC and Surya Agro are
presents is very meager. BIL can leverage its playing very aggressive role in this era beside
pillar brands in full swing. It may enter in to the threat of inflation in prices of agriculture
other food products or health beverages and to based commodities are always attached with it.
become total foods company.
Parle: Company Overview
 In 1929 a small company by the name of Parle
products emerged in British dominated India.

 Parle G, retains, almost half the market share for

biscuits in India. The Glucose brand that enjoyed a
monopoly in the market for decades. The brand
recently achieved the distinction of being the highest
selling Glucose biscuit in the world.

 Parle G, enjoys a 69% share in the glucose biscuit

market, selling 2.7 million tones a year.
 Brands Ambassadors
 With Comics
Chandamama, The 60-year-old magazine printed by the
company sells 375,000 comic books in 13 languages was used
by Parle to advertise its products.

 With Celebrities
The agency figured that they wanted to feature ‘real people’ as
brand ambassadors of Parle-G. And Parle-G’s five ‘driving
propositions’ (taste, nutrition, meal substitution, mental
development/alertness, and affordability/value-for-money) by
making them integral to the campaign thought.

 Hritik Roshan, Aamir khan and Darsheel safary endorsed hide n

seek biscuit which raised the market share considerably.
 Current market position of Parle
biscuits

I
N Hide & Seek Krackjack Parle g
K T
r Monaco
R
e O
a D
m U
C M
s T A
I
D
T E
O U
N G C
Sales R
R L
O I I
W T N
T Y E
H

Time
 SWOT ANALYSIS
STRENGTHS
WEAKNESS
Parle has strong brands like Monaco, Parle g
There are less number of brands under its
and Krackjack. It also has
umbrella than Britannia. Its portfolio does
well penetrated distribution network.
not include breads and cakes.
It has very good distribution channels in
rural areas also. It is the most well known
brand.

OPPURTUNITIES THREATS

The Glucose brand that enjoyed a monopoly Britannia is eyeing the Glucose brand and
in the market for decades surpassed the aims to overtake Parley's within three years'
expectations of its makers, in popularity. It time. The entry of big players in the field
may look for markets aboard. could mean more competition for old hands
in the game. A big threat to legitimate
biscuit makers comes from duplicates.
the duplicates market.
 Britannia Vs Parle
(Corporate Social Responsibility)

 Britannia
Every Industries,
year, NaandiSaraswati
Parle organizes Foundation and Global
Vandana Alliance
in the for
state of
Improved
West BengalNutrition
during have come together
the festival to provide
of Saraswati specially
Puja, inviting
developed
schools fromBritannia Tiger
all across theIron
stateFortified Biscuits for 1.5 million
to participate.
children in Hyderabad as part of the AP Government’s mid-day
 These events gives a chance to interact with children on a one-
meal programme.
to-one basis, and promote the belief of fun and health for the
whole family.
Intellectual Property Rights
(IPR)
 Parle Products
Britannia Industries
Ltd hasLtdbeen
has using the trademark GLUCO on its
developed
biscuits popularly
severalknown
brandsas Parle-G biscuits. The Parle-G is
and created
given more prominence
recipes in on the packet than the GLUCO.
 respect of its products.
Parle Products filed a suit in Madras High Court against
Bakemans Industries for the use of the word GLUCO in their
 trademark
The TIGER for the which
Brand biscuitswas
as they had registered this mark long
ago.
developed by the Company
has become one of the most
successful brands in the
country, with significant
potential outside the country
too.
MARKET SHARE
 CONCLUSION
 Britannia and Parle, both are leaders in
their respective segments.
 Parle should enhance it’s product mix
and focus on lifestyle products.
 Britannia should develop economy
range biscuits to capture the low
income groups.
THANK YOU