Kiran Satish Karanjkar presents information on the biscuit brand Unibic. Unibic was originally known as ANZAC Unibic and is located in Australia. It has grown to become one of the fastest growing FMCG brands with high export volume. Unibic faces competition from other leading biscuit brands like Parle G and Britannia in the Indian market. The document discusses Unibic's product range, pricing strategies, distribution channels, sales and promotion activities. It also provides a SWOT analysis and evaluates Unibic's performance through analyses of sales data and consumer preference surveys. The conclusion is that Unibic has the potential to beat competitors like Britannia by addressing some gaps

1. KIRAN SATISH KARANJKAR
MMS 2ND YEAR

2. Marketing mix of unibic
PRODUCT
PRICE
PLACE
PROMOTIONPEOPLE
PROCESS
PHYSICAL
EVIDENCE

3. ABOUT COMPANY
 Firstly known as ANZAC UNIBIC.
 Located in Australia.
 Fastest growing FMCG brand.
 High export.
 “Delight in every byte” 10
14
6
12
0 5 10 15
INCORPORATION
OPERATION
STARTED WITH
NOW
TIME LINE
TIME LAG

4. COMPETITORS
Parle G
32%
Britania
23%
Sunfeast
18%
Mcvities
10%
UNIBIC
8%
Priya Gold
7%
Others
2%
MARKET SHARE

5. SWOT ANALYSIS
STRENGHT WEAKNESS
1. good quality product
2. variety in product
3. offers variety of products in different
sizes under its brand
4. an experienced team of sales and
marketing executives
5. customer confidence
1.loose packing leads to breaking of cookies in the packet
which is then goes for damage
2. breakage of biscuits while delivering to retailers
3. improper and irregular supply
4. lack of schemes for retailers and distributors
OPPORTUNITY THREAT
1. Promotion activity should be more as
many of the company mainly depends on
the promotion like advertisement,
sponsoring, paper ad, etc.
2.retaining loyal retailers or wholesalers
3. can go rural as that market is also
expanding more and more
Threats are the other FMCG company like Parle G and
Britannia who are with the same cookies product which will
be a great threat for UNIBIC.

6. PRODUCT
NO PRODUCT GRAM
SUGAR FREE
1. Honey oatmeal 75
2. Butter cookies 75
3. Multigrain breakfast 75
4. Cashew cookies 75
HEALTH & WELLNESS
5. Honey oatmeal 75
6. Multigrain breakfast 75
7. Oatmeal digestive 100
8. Oatmeal digestive(1+1) 150
BUTTTER FAMILLY
9. Butter cookies 75
10. Cashew cookies 75
11. Pista badam 75
12. Doosara chilli 75
13. Doosara jeera 75
14. Assorted breakfast 50
OTHERS
15. Milk cookies 75
16. Milk crunchy 37.5
SPECIAL
17. Chocolate chips 75
18. Choco nuts 75
19. Fruit nut 75
20. Ginger nut 75
21. Choco chips 75

8. LIFE CYCLE OF UNIBIC COOKIES.

9. NO PRODUCT GRAM PRICE
SUGAR FREE
1. Honey oatmeal 75 35
2. Butter cookies 75 35
3. Multigrain breakfast 75 45
4. Cashew cookies 75 40
HEALTH & WELLNESS
5. Honey oatmeal 75 20
6. Multigrain breakfast 75 25
7. Oatmeal digestive 100 20
8. Oatmeal digestive(1+1) 150 40
BUTTTER FAMILLY
9. Butter cookies 75 15
10. Cashew cookies 75 20
11. Pista badam 75 25
12. Doosara chilli 75 20
13. Doosara jeera 75 15
14. Assorted breakfast 50 135
OTHERS
15. Milk cookies 75 10
16. Milk crunchy 37.5 5
SPECIAL
17. Chocolate chips 75 10
18. Choco nuts 75 25
19. Fruit nut 75 25
20. Ginger nut 75 15
21. Choco chips 75 30
PRICE

10. PRICING STRATEGIES
1)Penetration Pricing Strategy-
1)Competition based pricing :-
1)Price bundling strategy :-

11. PLACE MODEL
CHANNEL OF SALES
MODERN
TRADE
* malls
* Super
market
* Family wala
general store
TRADITIONAL
TRADE
* General
stores
* Kirana
Stores
* Pan Patti
* Bakery
INSTITUTIONAL
STORES
* College
canteen
* Cafeteria
HO.RE.CA
HOtel
REstaurant
CAnteen
E-commerce
Bigbasket.com
Localbaniya.com
Greencart.in

12. DISTRIBUTION FORMAT
FACTORY (BENGALURU)
C&FA
STORAGE & GODOWN (BHIVANDI)
MUMBAI (STOCKIST)
CENTRAL WEST SOUTH
 MULUMD SANTACRUZ CHURCHGATE
 PRABHADEVI BANDRA MUMBAI-
 KURLA CENTRAL

13. FMCG TERMS
 DISTRIBUTORS:
 THE RETAILERS:
 Trade schemes:
 Schedule of the salesmen:
 Beat plan:
• Pilot salesmen scheme:
• Agreement defining rights:

14. PROMOTION

15. MANAGEMENT
PEOPLE
SALES OFFICER (WEST INDIA)
GOA MUMBAI GUJARAT
Sale s Sale s Mark e tin g
Su p e rv is o r Su p e rv is o r (Mu m b ai)
(We s te rn ) (Ce n tral)
Le ad Of f ic e r Le ad o f f ic e r
Sale s SE SE SE Sale s SE SE SE
Exe c u tiv e Exe c u tiv e

16. PROCESS

17. PHYSICAL EVIDENCE
• Product, Service Appears from outside.
• size, shape, color, material and label of packaging.
• Visual layout, practical setup, clear and precise instruction.
• small improvement in packaging leads sales.

18. ANALYSIS
• Sale of H&W brand from 1st may-30th June

19. Butter cookies
Cashew cookies
Pista badam
Doosara chilli
Doosra jeera
Assorted breakfast
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
ANDHE
RI
SANTAC
RUZ
BANDRA GHATK
OPAR
CHURC
HGATE
Butter cookies 258752 56885 89556 65985 25695
Cashew cookies 205682 48952 95552 89655 56522
Pista badam 102558 98561 256555 102256 89855
Doosara chilli 358972 105685 100012 156522 102252
Doosra jeera 456528 256525 358952 365921 256891
Assorted breakfast 238987 325895 459252 258895 189552
Sales of BF in Rs.
Sale of BF brand from 1st May-30th June

20. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
ANDHERI SANTCRUZ BANDRA GHATKOPAR CHURCHGATE
ORANGE 9 7 14 15 5
KESHAR 15 19 13 5 7
CREAM 11 2 8 8 17
DALCHINI 21 13 17 11 19
ELAICHI 13 12 9 12 14
13 12
9
12 14
21 13
17
11
19
11
2 8
8
17
15
19
13 5
7
9 7
14
15
5
Expected future flavor of UNIBIC
FUTURE TASTE OF
UNIBIC

21. Factors which makes UNIBIC unique
Venue- thane
Purpose- sampling
Size –50 stranger’s people & 35 existing customer.
43%
21%
31%
5%
PREFERENCE
TASTE PACKAGING HEALTH FACTORS CRUCHINESS

22. METHODS OF UNIBIC PRICING
Cost based pricing-
Example: - Cashew Product
Price – 20
Pieces- 10
Per pieces – Rs.2
So allocation of cost to make 1 pcs of Cashew cookies.
Raw Material -Rs. 5
25%
Storage Cost-Rs.3
15%
Manufacturing Cost-Rs.2.70
13%
Retailers Margin-Rs.2
10%
Store keeping Cost-Rs.1.9
9%
Distribution Cost-Rs.1.56
8%
Dilevery Cost-Rs.1.50
8%
Advertising Cost-Rs.1.34
7%
Other Cost-Rs.1
5%
ALLOCATION OF COST

23. Price Analysis
CASHEW SF
CASHEW cookies
MB
OD
CN
F&N
AB
CHILLI
GINGER
0
20
40
60
80
100
120
140
2007 2008 2011 2013 2015
CASHEW SF 25 40
CASHEW cookies 15 20
MB 30 45
OD 10 20
CN 15 20
F&N 10 25
AB 80 135
CHILLI 25 20
GINGER 20 15
CHANGE IN PRICE

24. PLACE ANALYSIS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3
8
9
0
4
7
4
9
2
01
2
6
Salesmen Opinion
Ready Stock Distributor Point UNIBIC Distribution
1 1
2
1
3
1
3
7
5
3
9
2
0
1
2
3
4
5
6
7
8
9
10
DAYS
DISTRIBUTOR
DELIVERY TIME
Basic time Late Time

25. DISTRIBUTION PROCESS

26. PROMOTION MODEL
Kareena
12%
Hrithik roshan
10%
Bipasha basu
8%
Shahid kapoor
15%Imran khan
9%
Allu arjun
12%
Milka singh
18%
Animation
11%
Others
5% VOTE

27. CONCLUSION
 Leap & bound progress.
 Few loopholes in ‘Marketing Mix Model’.
 Solve by ‘Integrated communication’.
 UNIBIC have potential beat Britannia.
 Dark fantasy case.

28. THANK YOU