- Cremica is an Indian biscuit company established in 1978 that currently has a turnover of 380 crore rupees, with biscuits making up 65% of revenue. - It is currently the third largest biscuit company in Punjab and second largest in Himachal Pradesh. - The document discusses Cremica's history, products, competitors, SWOT analysis, marketing mix, research findings, recommendations, and future prospects.

1. AMRITPAL SINGH RAHUL GUPTA VARUN BHARDWAJ SHAILENDER CHOUDHARY SANDEEP SINGH PARITOSH SACHDEVA CREMICA BISCUITS

2. Industry 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 3 rd largest industry , just behind U.S.A. and China.

4. HISTORY 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.

7. Major Companies Britannia Parle ITC Priya Gold Mc Vitties Cremica Horlicks

8. SWOT Analysis Strengths Varied Type of products Presence of established distribution networks in both urban and rural areas Innovative product category (Twin Flavor) Renowned Clientele Weaknesses Availability Branding Lack of awareness Dependence on retailers & grocery Stores for displaying diversified Products on shelf, induce impulsive buy

9. SWOT Analysis Opportunities Untapped market. Large domestic market. Export potential. Scope for upcoming Threats Competition from the National brands. Slowdown in rural demand. Local bakery products

10. Marketing Mix Product Available in 4 categories over more than 18 products Glucose Cookies Cream Biscuits Crackers Pricing 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

11. Marketing Mix Place Cremica has 2 manufacturing unit one in PHILLAUR (Punjab) and other in UNA (HP) Distribution network Direct marketing Promotion Motivation to the dealers Television media (Ad agency: JWT) Print media

12. RESEARCH 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.

13. Ques.1) Which type of biscuits you normally prefer:- Branded - 78 Bakery - 22

14. Ques.2) How often do you eat biscuits:- EVERYDAY- 60 OCASSIONALLY- 25 SNACKS - 15

15. Ques.3) Out of the following which type of biscuit you prefer? Cream – 35 Salty – 18 Cookies – 35 Digestives - 12

16. Ques.4) Before buying biscuits which factor do you consider :- Brand – 18 Availability – 18 Taste - 64

17. Ques.5) Which Brand you normally Prefer -: Britannia – 45 Cremica – 12 Parle – 17 Others - 9 Sunfeast – 17

18. Ques.6) Why Not Cremica? Brand Taste Availability Price

20. Current 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

21. Recommendations 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.

22. Future’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