India Biscuits Industryis

IMC PLAN FOR BISCUITS

Suitation examination:

India Biscuits Industryis the largest among all the food business and has a turn over of around Rs. 3000 crores. India is known to be the second largest company of biscuits, the first being USA. It is grouped under two industries: arranged and unorganized. Loaf of bread and biscuits are the major part of the bakery industry and features around 80 percent of the total bakery products in India. Biscuits stand at a higher value and development level than bread. This is one of the unorganized sector of the bakery Industry and ranges over 70% of the total production.

Major Players

The major players in the biscuit portion are

* Britannia

* Parle

* Bakeman

* ITC Foods Ltd.

* Surya Food and Agro Pvt. Ltd.

* HLL

Major Brands the major brands of biscuit are:

* Britannia

* Parle

* Bakeman

* Priya Gold

* Elite

* Cremica

* Dukes

* Anupam

* Horlicks

Even as Britannia Industries Ltd (BIL) is unwrapping a fresh advertising technique for its relaunched brand MarieGold, Parle Products Pvt Ltd has roped in Ogilvy & Mather India to create the advertising plans for its yet-to-be launched brand Monaco Bites. With the admittance of Hindustan Lever Ltd's biscuit brand Modern Energy Biscuits, competition is hotting up in the Rs 2, 500-crore Indian biscuits market.

For starters, BIL has relaunched its flagship brand MarieGold with value enhancements in a bet to rejuvenate the brand. Combined with the relaunch, the company has also revamped the advertising and presentation strategy of the brand in the overcrowded category.

Strapped with a fresh tagline 'Crammed with whole wheat energy', the new avatar of MarieGold in a new packaging struck the Indian marketplace just a couple of days ago. The business is still along the way of rolling out the relaunched brand across the country, inform options from the company.

And to declare the relaunch of MarieGold, BIL is moving out a multi-media ad campaign which includes press advertisement, television commercials and radio advertising, says Lowe India (Bangalore) vice-president Preeti Maroli. "We'll be using all the multimedia vehicles that are available. To start with, we have launched a television set commercial in Hindi. Soon, we will rotate out print ad campaign first in Hindi. Later we is going for press advertising in British, " she offers.

To support the media ad campaign because of its relaunched brand, the company will be using below-the-line activities too, says Ms Maroli. The agency also has ideas to put on hoardings and banners within its outdoor advertising strategy. "For our advertising strategy, we've used the health plank to identify the the advantage of whole wheat energy in the relaunched MarieGold. And of course, we've revamped MarieGold's packaging strategy with the relaunch, " adds Ms Maroli.

On the other palm, Parle Products Ltd has chosen the services of Ogilvy & Mather India to generate communication plans for its new product called 'Monaco Bites'. Says Ogilvy & Mather India executive director Nishi Suri: "Amid stiff competition, we won this new profile. The other businesses in the fray were Everest Communications and Gray Worldwide. It's a prestigious accounts as our client plans to kick off 'Monaco Bites' in various flavours, including cheese. "

According Ms Suri, Ogilvy & Mather has been managing the ad bill of Parle KrackJack going back 15 years. "Our advertising campaigns for Monaco Bites are still in the pipeline, " she gives.

At present, Britannia Market sectors and Parle Products Ltd are believed dominant players in the overcrowded top quality biscuits category Biscuit majors mapping out new progress strategies in India

The economical slowdown hasn't dented this market. On the contrary, the meals majors are splurging big style on the biscuits market.

To accelerate the amounts in the Rs 9, 000-crore brandedbusiness market, three of India's food majors intend to spend heavily. ITC Foods is training a full-fledged plan to expand its creation capacity, retail activities and brand activation activities. Britannia Sectors Ltd (BIL), on its part, is concentrating on consumer campaigns 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 competitive expansion strategy that comprises of re-launches, launches and high- account television promotions.

Clearly, the sector will face a whole lot of action in the next two months. The slowdown hasn't affl