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Cremica
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Cremica

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consumer behavior

consumer behavior

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  • 1. AMRITPAL SINGH RAHUL GUPTA VARUN BHARDWAJ SHAILENDER CHOUDHARY SANDEEP SINGH PARITOSH SACHDEVA CREMICA BISCUITS
  • 2. Industry outlook <ul><li>Biscuits market in India : Rs 9,000-crore (Rs 90-billion) </li></ul><ul><li>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. </li></ul><ul><li>There are around 150 -medium to small biscuit factories in India. </li></ul><ul><li>Indian biscuit industry is the 3 rd largest industry , just behind U.S.A. and China. </li></ul>
  • 3.  
  • 4. HISTORY <ul><li>The Cremica group, a widely diversified food products company from India, is an acknowledged frontrunner in both food retailing and foo service industry. </li></ul><ul><li>Established by MRS. BECTOR, a passionate food enthusiast, three decades ago. </li></ul><ul><li>Cremica has emerged as a preferred consumer brand and a leading supplier to Indian and global food majors. </li></ul><ul><li>Started in 1978. </li></ul><ul><li>In the year 1997 seeing the quality </li></ul><ul><li>of the products being manufactured </li></ul><ul><li>McDonalds approached Mrs. Bector </li></ul><ul><li>for supplies of various products </li></ul><ul><li>i.e. buns, liquid products and </li></ul><ul><li>batters & breading. </li></ul>
  • 5.  
  • 6.  
  • 7. Major Companies <ul><li>Britannia </li></ul><ul><li>Parle </li></ul><ul><li>ITC </li></ul><ul><li>Priya Gold </li></ul><ul><li>Mc Vitties </li></ul><ul><li>Cremica </li></ul><ul><li>Horlicks </li></ul>
  • 8. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Varied Type of products </li></ul><ul><li>Presence of established distribution networks in both urban and rural areas </li></ul><ul><li>Innovative product category </li></ul><ul><li>(Twin Flavor) </li></ul><ul><li>Renowned Clientele </li></ul><ul><li>Weaknesses </li></ul><ul><li>Availability </li></ul><ul><li>Branding </li></ul><ul><li>Lack of awareness </li></ul><ul><li>Dependence on retailers & grocery Stores for displaying diversified Products on shelf, induce impulsive buy </li></ul>
  • 9. SWOT Analysis <ul><li>Opportunities </li></ul><ul><li>Untapped market. </li></ul><ul><li>Large domestic market. </li></ul><ul><li>Export potential. </li></ul><ul><li>Scope for upcoming </li></ul><ul><li>Threats </li></ul><ul><li>Competition from the National brands. </li></ul><ul><li>Slowdown in rural demand. </li></ul><ul><li>Local bakery products </li></ul>
  • 10. Marketing Mix <ul><li>Product </li></ul><ul><li>Available in 4 categories over more than 18 products </li></ul><ul><li>Glucose </li></ul><ul><li>Cookies </li></ul><ul><li>Cream Biscuits </li></ul><ul><li>Crackers </li></ul><ul><li>Pricing </li></ul><ul><li>Different Products are available at different price from Rs. 10-25 </li></ul><ul><li>Providing health conscious product </li></ul><ul><li>Positioning as a premium brand </li></ul><ul><li>Targeting new generation as well as Indian family's </li></ul><ul><li>Promoting as a tea time snack </li></ul>
  • 11. Marketing Mix <ul><li>Place </li></ul><ul><li>Cremica has 2 manufacturing unit one in PHILLAUR (Punjab) and other in UNA (HP) </li></ul><ul><li>Distribution network </li></ul><ul><li>Direct marketing </li></ul><ul><li>  </li></ul><ul><li>Promotion </li></ul><ul><li>Motivation to the dealers </li></ul><ul><li>Television media (Ad agency: JWT) </li></ul><ul><li>Print media </li></ul>
  • 12. RESEARCH METHODOLOGY <ul><li>Sample Size :- The sample size for the study was taken to be 100 . </li></ul><ul><li>Sampling Method :- The sampling method used for this research project was Convenience Sampling. This method was adopted keeping in mind the number of respondents. </li></ul><ul><li>Scope of Research :- The scope of research extended up to the region of Chandigarh and its nearby areas. </li></ul><ul><li>Method of Data Collection :- The primary data was collected mainly through questionnaires and telephonic interviews. </li></ul><ul><li>The secondary data sources were internet websites and magazines. </li></ul>
  • 13. Ques.1) Which type of biscuits you normally prefer:- <ul><li>Branded - 78 </li></ul><ul><li>Bakery - 22 </li></ul>
  • 14. Ques.2) How often do you eat biscuits:- <ul><li>EVERYDAY- 60 </li></ul><ul><li>OCASSIONALLY- 25 </li></ul><ul><li>SNACKS - 15 </li></ul>
  • 15. Ques.3) Out of the following which type of biscuit you prefer? <ul><li>Cream – 35 </li></ul><ul><li>Salty – 18 </li></ul><ul><li>Cookies – 35 </li></ul><ul><li>Digestives - 12 </li></ul>
  • 16. Ques.4) Before buying biscuits which factor do you consider :- <ul><li>Brand – 18 </li></ul><ul><li>Availability – 18 </li></ul><ul><li>Taste - 64 </li></ul>
  • 17. Ques.5) Which Brand you normally Prefer -: <ul><li>Britannia – 45 Cremica – 12 </li></ul><ul><li>Parle – 17 Others - 9 </li></ul><ul><li>Sunfeast – 17 </li></ul>
  • 18. Ques.6) Why Not Cremica? <ul><li>Brand Taste </li></ul><ul><li>Availability Price </li></ul>
  • 19.  
  • 20. Current Scenario <ul><li>Cremica’s turnover is 380 crore whereas 65% of the revenue is contributed by biscuits. </li></ul><ul><li>Leadership Position : No. 3 in Punjab </li></ul><ul><li>No. 2 in Himachal </li></ul><ul><li> No. 3 in J&K </li></ul>Marketing team 200 Distributors 500 Super stockiest 15 Depots 15
  • 21. Recommendations <ul><li>A good pricing strategy must be adopted. </li></ul><ul><li>  </li></ul><ul><li>Motivating the distributors and retailers by offering some tour packages and extra benefits based on the target achievements . </li></ul><ul><li>Organizing an events and exhibitions in corporate places to create brand awareness. </li></ul><ul><li>Distributing the samples in collage and school campuses to penetrate the new generations . </li></ul><ul><li>Collaborating with some health clubs to create product goodwill as a health conscious product. </li></ul><ul><li>  </li></ul><ul><li>Collaborating with a beverage chains like café coffee day or barista to create a larger international brand image. </li></ul>
  • 22. Future’s Prospects <ul><li>Mrs. Bector’s (Cremica group) is willing to invest 1.5 to 2.5 billion in PMFP (Punjab mega food park). </li></ul><ul><li>Projected revenue to 850 crores by 2011-12 from 380 crores </li></ul><ul><li>With the investment of 30crores for setting up food processing facility in Haryana to cater domestic & export market. </li></ul><ul><li>Expansion in Metro Cities </li></ul>
  • 23.  

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