India Biscuits Industryis

India Biscuits intentnessis IMC PLAN FOR BISCUITSSuitation analysisIndia Biscuits Industryis the largest among every the food industries and has a turn over of around Rs.3000 crores. India is known to be the second largest manufacturer of biscuits, the first being USA. It is classified under two areas organized and unorganized. Bread and biscuits are the major wear of the bakery industry and covers around 80 percent of the total bakery ingatherings in India. Biscuits stand at a higher value and production take than bread. This belongs to the unorganized sector of the bakery Industry and covers over 70% of the total production.major(ip) PlayersThe major players in the biscuit segment are* Britannia* Parle* Bakeman* ITC Foods Ltd.* Surya Food and Agro Pvt. Ltd.* HLLMajor Brands the major brands of biscuit are* Britannia* Parle* Bakeman* Priya Gold* Elite* Cremica* Dukes* Anupam* HorlicksEven as Britannia Industries Ltd (BIL) is unwrapping a tender ad schema for its relaunch ed brand MarieGold, Parle Products Pvt Ltd has roped in Ogilvy Mather India to design the advertise plans for its yet-to-be launched brand Monaco Bites. With the entry of Hindustan Lever Ltds biscuit brand Modern Energy Biscuits, competition is hotting up in the Rs 2,500-crore Indian biscuits market.For starters, BIL has recently relaunched its flagship brand MarieGold with value additions in a bid to rejuvenate the brand. Along with the relaunch, the gild has also revamped the advertising and packaging strategy of the brand in the overcrowded category.Strapped with a new tagline Packed with chaff energy, the new avatar of MarieGold in a new packaging hit the Indian marketplace just a few days ago. The company is hitherto in the process of furling out the relaunched brand across the country, in stochastic variable sources from the company.And to announce the relaunch of MarieGold, BIL is rolling out a multi-media ad bowel movement which includes press advertisement, video re cording commercials and radio advertising, says Lowe India (Bangalore) vice-president Preeti Maroli. Well be using all the media vehicles that are available. To start with, we devote launched a television commercial in Hindi. Very soon, we allow roll out print ad campaign first in Hindi. Later we leave alone go for press ads in English, she adds.To support the mass media ad campaign for its relaunched brand, the agency impart be using below-the-line activities too, says Ms Maroli. The agency also has plans to put up hoardings and banners as part of its outdoor media strategy. As for our ad strategy, we have used the wellness plank to highlight the the benefit of wheat energy in the relaunched MarieGold. And of course, we have revamped MarieGolds packaging strategy with the relaunch, adds Ms Maroli.On the other hand, Parle Products Ltd has chartered the services of Ogilvy Mather India to create communication plans for its new product called Monaco Bites. Says Ogilvy Mather Indi a executive director Nishi Suri Amid stiff competition, we won this new account. The other agencies in the fray were Everest Communications and blue-eyed(a) Worldwide. Its a prestigious account as our client plans to launch Monaco Bites in different flavours, including cheese.According Ms Suri, Ogilvy Mather has been handling the ad account of Parle KrackJack for the last 15 years. Our ad campaigns for Monaco Bites are still in the pipeline, she adds.At present, Britannia Industries and Parle Products Ltd are considered dominant players in the overcrowded branded biscuits category Biscuit majors mapping out new growth strategies in IndiaThe economic slowdown hasnt dented this market. On the contrary, the food majors are splurging big time on the biscuits market. To accelerate the volumes in the Rs 9,000-crore brandedbusiness market, troika of Indias food majors plan to spend heavily. ITC Foods is working out a full-fledged plan to expand its manufacturing capacity, retail activit ies and brand activation activities. Britannia Industries Ltd (BIL), on its part, is management on consumer promotions and new launches to maintain its position in the overcrowded category. Even ParleProducts, which reportedly has 42% share in this category, is mapping out an aggressive growth strategy that comprises of re-launches, launches and high- profile television campaigns.Clearly, the sector will face a whole lot of action in the next two months. The slowdown has not impact this sector. The sector will be registering a sound growth rate of around 15% this year, informed a Mumbai based analyst. The category has some unfaltering regional presence like Priya Gold in the north and east, Cremica in the west and Dukes in the south.On ITCs plan, Chitaranjan Dhar, chief executive officer, ITC Foods informed that we will be exploring different opportunities for profitable growth. We are planning to reach out to selectmarkets in India.According to Dhar, ITC is intending to expand its operations to meet the increasing demand for its biscuits brands. The company entered this sector about five years back. And now it is ranked the third largest player with a market share of over 12%.BIL has launched a vigorous consumer promotion by enlarging the pack sizes of its flagship brand Tiger Glucose by almost 18%. The offer has helped Britannia sell more packs than competitors Parle and ITCs Sunfeast.Parle Products, on the other hand, is increasing its existingmanufacturingcapacity across the country. The company is concentrating on all brands with no less than 42% share in the branded biscuits market. The company is leading the pack now. In addition, Parle with a new advertising campaign is planning to re-launch Krackjack.Apart from the ad campaign for Krackjack, Parle is also rolling out a high-profile ad campaign for its brand Monaco. The company had recently launched an ad campaign featuring Hrithik Roshan to promote the new alternate of Hide Seek.SWOT AnalysisStren gth* Fulfill one of our Basic Requirement among Air , Water , Food, shelter* Widely accepted in all Generations* Easily available in non-homogeneous forms* Provide good Instant Remedy for hunger in the form of readymade foodPreserves the non seasonal food and makes it available all throughout the yearWeakness* Decreases nutritional value* Increases the cost of food product* Industry and technology requires high investment* Regular usage of processed food put up cause alteration in healthOpportunities* Increase economy of India* move over employment opportunity* Good quality of Goods* Provide competition to foreign companies* Improve living standard* Provide goods to nation at cheaper rate* influx of foreign reserve and funds for the govt.(taxes)Threats* Many companies are result oriented* Increase in pollution* Sometimes provide poor quality of product for more profit* Lack of technology* Unable to utilize all the resources efficientlyPEST analysisPoliticalOpportunityGovernment provides subsidiaries to the biscuit industry.ConstraintsWhat if the great(p) medication ran a health campaign to discourage good deal from eating too much fatty food?EconomicOpportunityPurchasing power of people has increased in IndiaConstraintsIf there is a big economic downturn in your market? Would consumers switch to cheaper options?SocialOpportunity commonplace demand for health biscuitsConstraints commonplace are now informed of fatty food.Communication objectiveCreate awareness among 90 % of target interviewTo make people aware of new product that has all cursory required nutrients that are needed for the body through continues advertsiment in newspaper, magazines, TV and radioMessage is a biscuit that can keep u fit and fulfil Ur body with all nutrients.Create an image among 70% of target audienceTo create an image that will differenciate the product for all other competing products of its kind and create an image of a health related product. Contains fewer fats as com pared to other compititors.Develop preferences among 60 % audienceTo develop people preference to this product by telling them the benefits of this product.Stimulate purchase intentionsTo make people think throught promotional program that product expense of buying.Stimulate trial of new product among 40 % of target audienceTo make people to try the product by following extensive gross sales promotion and personal selling like coupons and sales presentation.Budget allocationPercentage of the budget is stated for indicating the allocationEstimated budget 50000000Promotional budget cast (in lakhs) publicize TV Commercial 50 lakhs(Production broadcasting) Newspaper advertisement 8 lakhs (Design publishing)Magzine 10 lakhsRadio advertisement 20 lakhs Event Exhibition(venue Setup, and so on 50 lakhsDirect merchandisingMailing(design, printing postage, etc) 4 lakhs Personal sellingSales presentations 20 lakhsSales meetings 5 lakhsIncentive programs 85 lakhsSales promotions Contest s Games Lotteries agiotage and gifts Fair and trade shows couponsRebates. cytosine lakhsSponsorship programmEntertainment programs in TVSponsoring pollution awareness programsRallies to make people aware of health 100 lathsMiscellenious expenses 48 lakhsIMC STRATEGIESThe campaign objectives of n-bickies.Advertising strategyAdvertising design story board to tell the about the product as an important aspect of lifeType of appeal emotional.Target audience all age group.Message strategy n-bickiesMeaning n means nutrition and bickies means biscuitTag Line charge up yourselfMedia selection television, newspaper, magazines, Internet, etc.The Unique Selling PropositionThe biscuit that contains very less fatty acids.The biscuit that has all nutrients which are needed for body everyday.Will complete daily requirement of body for nutrients.Other promotional tools strategyWhat other promotional tools to be selected and why?Personal sellingSales presentationsSales meetingsIncentive program sPublic relationsSeminars will give seminars on the topic of nutrition which are required for our daily needs. How i can increase our immune power and how can we keep our self healthy and how n-bickies buscuit helps your family with this. Charitable donations will donate money to the areas where maximum people suffer from nutrition problem thus relating it with our product.Publications will play out a monthly publication of what achievements are made my company.Community relations Our aim is to increase their knowledge and understanding of what we do and our aim is at giving people the nutrients of everydays life, so that they can feel part of our community and where curb join with usSales promotionsContests will organise contests which will be on the theme of heath awareness and n-bickies biscuit will make people aware of this.Games will organise games at major areas like universities, government offices on the name of n-bickies buscuits.Lotteries will tie up with some very gud b rands and n-bickie buscuits will be distributed as lotteries.Premium and gifts will distribute this product as gifts and premium when a product is bought. Fair and trade shows will organise fair and trade showsCoupons coupon will be distributed in mall, on the purchase of various good which.Rebates rebate will be implemented at staring stage to enforce sales.Samples will distribute samples to know the taste of the product.Sponsorship programmEntertainment programs in television and radio.Sponsoring health awareness programsRallies to make people aware of health.Direct marketingCatalogs will distribute catalogs which will communicate all the best features of my product.Mailings will mails people the catalogs of the company and product so that if they are interested they can contact us directly.Telemarketing will communicate our product throught tele calling also. email and voice mail will email all the target market so that they are aware of our product.THE objectives for various pro motional elementsAdvertisingObjective machinate audience and inform them about new productAudience For every age groupTiming all allowed and determined by budgetTools/media television, radio, newspaper, magazinesPublic relationsObjective inform educate, create and maintainAudience Target groups mainly all age group.Timing ongoingTools /media coverage by major news media, publications, articles in local news papers.Personal sellingObjective maintain large powerful base of supports and get feedback about product at same time.Audience local, regional, national.Timing ongoing, year round promotion.Tools/media door to door sellingSales promotionsObjective to motivate target audience to try or buy productAudience target audience all people who are health conscious.Timing ongoing at all the day times.Tools cupons, rebates etc instruction execution strategiesFor television advertsiment the spot that will be bought is between 5-7 p.m. Monday -Friday.For radio the spot that will be bought is between 6 to 10 a.m. And 5 -8 p.m. Monday- Friday.Creative simulated military operation for print advertisementN-BICKIES CHARGE URSELFCreative tactics for televisionVedio the visual will communicate the message given by buscuit that it is give the most benifits compared to others and will provide you with all nutrition which is required for everydays lifeAudio the audio will be created which will force consumer to see the vedio and will help an appropriate moodJingle used gear up with n-bickies.Company N-bickiesBIBLIOGRAPLYwww.jobsdb.com/HK/EN/V6HTML//IMC_Plan_Outline.pdfwww.digg.com/educational/Sample_IMC_Planwww.drypen.in//developing-an-integrated-marketing-communication-plan-imc.htmlwww.ethicsbasedmarketing.net//Sample%20IMC%20plan%20template.pdffaculty.fullerton.edu/mjoyce/Materials/IMC_Plan_Outline.htmwww.kult-educ.org/wksp/imc-4/files/ibrahim/IMC-4_1-2.ppt