The document discusses the Indian biscuit industry and factors affecting consumer demand. It notes that taste and preferences are important determinants of demand for non-durable goods like biscuits. The Indian biscuit market has organized and unorganized sectors, with major players like Britannia and Parle. Consumer tastes and preferences are evolving, so companies must cater to modern Indian tastes through product innovation, flavors, and marketing. Britannia has gained market share by meeting evolving tastes but Parle must also adapt to remain competitive in the urban market.

1.  

2. Group Members
Kumar Kishlay
Nayan
A-15
Ankith Reddy
A- 26
Himanshu
Chauhan
A-40

3. Summary of the case
Introduction to Indian biscuit
industry
Analysis of the case (ideas)
Real Life application of Concepts
Questions of the case and their
answers
Conclusions
References

4. TASTE DEMAND COST COMPETITOR

5.  While doing the demand analysis it is almost mandatory
to study factors like consumer’s income, price of related
goods and expectation about the future.
 The Indian market till recently was a seller market where
the product and the market dictated the terms of the
trade to the customer. But the things are not the same
today with open competition it has become a buyers’
market.
 For the consumer non-durables like cold drink, snacks
marketers realized that the market demand is governed
more by consumer preference than price or income of
the product.
 Biscuit are a good example of one of the most common

6.  Profile of Indian Biscuit Industry:
 Indian biscuit industry came in to major existence and start
gaining in a sound manner in bakery industry in the later part
of 20th century when the urbanized society called for a ready-
made food at a reasonable cost.
 Biscuit industry in India
1. Organized Sector
2. Unorganized Sector
 Major Players in Indian Biscuit Industry:
1. Britannia Industries Ltd
2. Parle Products Pvt. Ltd
3. Priya Gold
4. ITC

7. • Durables goods
• Non-durable goods
Demand For
Goods and
services
• Buyer’s Market
• Seller’s Market
Types of
market
• Population of the country
• Biscuits are Consumed by all the segments of the
market.
• Agriculture based industry:
• Mass consumer segment
Economies of
scope

8. Variation in taste &
preference pattern
Taste and preference for
innovative product
Increase in the price of raw
materials
More amount of taxes to the
government

9. Rivalry
of
competi
tors in
industry
Bargaini
ng power
of
supplier
High
power of
buyer
High
threats
of
substitut
es
Low
Entry
barriers
because

10. Perform a detail demand survey at regular interval
Free arrangement for customer’s feedback & suggestions
Focus to bring some more flavors and variety of schemes
knowledge about its primary competitors in market
Attractive system for advertisement
Undertaking promotional activities to increase awareness

11.  Do you think taste and preferences is an equally
important demand determinant for consumer durable
goods and capital goods as it is for non-durable
consumer good?
• Durable goods are the type of goods that are to be used by a user for time span i.e.
three years or more
• Non durable goods are which we consume in a shorter period, for eg; Eatables,
Clothing
• Capital Goods are long term goods uses in businesses such as machinery
• In case of Non - Durable goods Taste and preference do play a major role to decide
what brand to buy what not to be bought.
• In case of durable goods the taste and preference does not matter as much as in the
case of the non-durable goods and technology is a major factor specially when talking
about capital goods
• Price, Features, advancement in Technology plays a important role over here.

12.  What are the other attributes other than taste and
preferences the two market leaders in the biscuit
industry are considering?
• Price of the Product
• Income Of the Consumer
• Population Composition
• Packaging
• Quality
• Nutritional Value

13.  Is there any market segmentation as for as taste and
preferences is concerned in biscuit industry?

14.  Discuss the “taste and preferences” of modern Indians
how is Britannia catering to it? Is Parle at par with its
rival while catering to the taste and preferences of urban
consumer?

15.  That Britannia Biscuits has gained acceptance by the
customer and has huge potential to expand its market
share and become leaders in few of its biscuits category
Britannia is most popular amongst its users mainly
because of its taste, brand name and innovativeness
 In today’s scenario, customer is the king because he has
got various choices around him. If the company is not
capable of providing consumers the desired result then
the consumer will definitely switch over to the competitor.
Therefore to survive in this cut throat competition, the
company needs to be the best. .