Industry analysis and

specific research on
Bisk Farm
Name of the guide- Dr.Sweta Goel

Name of the student-Manjit Lahkar

Programme- B.Com(Hons)

Semester-3rd

Batch- 2018-21

Roll no. A3104618064

  Rat onale for choos ng th s sector

INDEX
1. About the Company
2. Into the depth.
3. PESTEL model concept
4. PESTEL Analysis on Bisk Farm
• Political Analysis
• Sociocultural Analysis
• Economic Analysis
• Technological Analysis
• Ecological Analysis
• Legal Analysis.

A. Product wise information of Some Bisk Farm products

B. Bisk farm outlets

I. Porter five model forces concept

II. Porters five model analysis on Bisk farm

I. SWOT Analysis on Bisk Farm

II. Picture gallery of Bisk Farm Products
 
Bisk Farm Bisk Farm is a brand which is owned by
SAJ Food Products (P) Ltd, a part of the
Aparna Group of Companies. It is a fast-
moving consumer goods (FMCG) compan
headquartered in the city of Kolkata in the
Indian State of West Bengal.Since it was
formed in the year 2000, Bisk Farm
products have been available throughout
Eastern and North Eastern India, and par
of South, Central and North India. The
company eventually aims to market its
products across the country.
 Into the Depth
 The company produces a total of 97 products from Biscuits, Cookies,
Cakes, Rusks, Extruded Snacks, Filled Wafers and controls 15% of market
share in East India, Britannia being the major competitor in the region.

 Some popular brands are The Top, Googly, Spicy, Just Ginger, Bourbon,
Cheese Cream . It also sells freshly made snacks, breads and sandwiches
through its brand-owned "Just Baked" stores, along with desserts like
pastries and muffins.Bisk Farm entered the retail space with Just Baked in
2009.
 Just Baked is an endeavour to indulge the consumer in a premium
Bisk Farm experience. Presently operating in the city of Kolkata
with 22 outlets.Just baked concentrates on their snacking haven,
by providing the urban consumer space to take a break from the
hectic fast life. These Just Baked outlets have a subtle,
understated and a contemporary decor appealing to all.

 The decor exudes the premium-ness of the delectable Savouries,

Confectionaries and Breads topped off with a range of hot and cold
beverages.On display is a range of fresh products from Burgers,
Pizza, Patties, Pastries, Cakes, Breads, Coffees and other Savouries
and Confectioneries. That's not all the BISK FARM portfolio has a
lot more to offer with its complete range of packaged products.
Moving further, Just Baked aims to build on their expertise and
expand to 100 outlets in and around the city of Kolkata. Thereby
establishing a prominent presence in the retail space.
 PESTEL Analysis On FMCG Industry

 The term Fast moving consumer goods (FMCG) refers to those retail goods that are
generally used or replaced in short period of time i.e. a day, a week, a month, & within
one year. FMCG is also known as Consumer Packaged Goods (CPG). These products are
relatively sold at low cost.FMCGs have a short life, either as a result of high consumer
demand or because the value of product deteriorates gradually. It comprises consumer
non-durable products that include food, beverages, personal care, & household care.
Goods such as meat, fruits & vegetables, daily products & baked goods – are highly
perishable. Among all the sectors FMCGs industry is one of the fourth largest sector in
the country &growing at a booming rate over the years. The Indian FMCG industry is
mainly classified as organized & unorganized. The FMCG sector is highly segmented as
different products are made for different segments in the society.
 INDUSTRY CLASSIFICATION:-

 The FMCG industry is characterised by low margins. The FMCG segment can be classified under
two segments –

 A: Premium segment:- Premium segment covers mostly to higher / upper class which is notprice
sensitive but brand conscious.

 B: Popular segment:- The popular or mass segment consists of consumers belonging to thesemi-
urban or rural areas who are not brand conscious.Products sold in the popularsegment have
lower prices than premium segment.
 Political Analysis

 Political Bisk Farm is a company which has a range of consumer units

and sources. The company focus the international market for his product.
The political environment is nothing but how the law and government
taxation policy influence an organisation. There is a lot of political
interaction has integrated in this business and it has operated between
the political and legal factors. This factor may increase the cost of factor
some it decrease the product cost. Bisk Farm is facing lots of problem in
its distribution and production.
 Sociocultural Analysis
The Company shall undertake specific corporate social responsibility (“CSR”) projects and
programmes, as approved from time to time by the Board in its capacity as the CSR
Committee of the Company, within the following CSR categories:

Activities relating to:-

i. Eradicating hunger, poverty and malnutrition, promoting preventive health care and
sanitation and making available safe drinking water;

ii. Promoting education, including special education and employment enhancing vocation
skills especially among children, women, elderly, and the differently able and livelihood
enhancement projects;

iii. Promoting gender equality, empowering women, setting up homes and hostels for
women and orphans; setting up old age homes, day care centres and such other facilities
for senior citizens and measures for reducing inequalities faced by socially and
economically backward groups;
iv. Measures for the benefit of armed forces ventures, war widows and their dependents;

v. Training to promote rural sports, nationally recognized sports, paralympic sports and Olympic sports;

vi. Contribution to the Prime Minister ’s National Relief Fund or any other fund set up by the Central
Government for socio-economic development and relief and welfare of the Scheduled Castes, the
Scheduled Tribes, other backward classes, minorities and women

Vii. Contribution or funds provided to technology incubators located within academic institutions which
are approved by the Central Government;

x. Rural development projects.

 Economic Analysis

 In accordance with CSR Requirements, the Company shall seek to spend annually 2
per cent of the average net profits of the Company, made during the three
immediately preceding financial years, on specific CSR projects and programmes.
The Company shall take steps to ensure that any surplus arising out of the
Company 's CSR projects and programmes or activities shall be set aside for later
use in CSR projects and programmes and in no event shall form part of the
Company 's business profits.

 In furtherance of specific CSR projects or programmes, the Company may

collaborate with NGOs and other like-minded stakeholders, including other
companies, registered trusts and societies, in order to leverage upon the collective
expertise, wisdom and experience.
 Technological Analysis
 Bisk Farm entered the retail space with Just Baked in 2009. Just Baked is an
endeavour to indulge the consumer in a premium Bisk Farm experience.
Presently operating in the city of Kolkata with 22 outlets.Just baked
concentrates on their snacking haven, by providing the urban consumer space
to take a break from the hectic fast life. These Just Baked outlets have a subtle,
understated and a contemporary decor appealing to all. The decor exudes the
premium-ness of the delectable Savouries, Confectionaries and Breads topped
off with a range of hot and cold beverages.On display is a range of fresh
products from Burgers, Pizza, Patties, Pastries, Cakes, Breads, Coffees and
other Savouries and Confectioneries. That's not all the BISK FARM portfolio
has a lot more to offer with its complete range of packaged products. Moving
further, Just Baked aims to build on their expertise and expand to 100 outlets in
and around the city of Kolkata. Thereby establishing a prominent presence in
the retail space.
 Ecological analysis
 The Company’s CSR projects also aim at:
 Ensuring environmental sustainability, ecological balance,

 protection of flora and fauna, animal welfare, agroforestry,

 conservation of natural resources and maintaining quality of soil, air

and water;

 v. Protection of national heritage, art and culture including

restoration of buildings and sites of historical importance and works
of art;

 setting up public libraries;

 promoting and development of traditional arts and handicrafts;
 Legal analysis
 Bisk Farm have set our primary objective to produce Healthy, Nutritious, Wholesome
and Tasty Food Products for our Consumers under strict Hygienic Conditions. Our
endeavor is to provide Good Food at the Right Prices ensuring Value for Money to
Consumers.Our key thrust is also to make our Products available across the length and
breadth of the Country. We plan to expand our portfolio from Biscuits, Cakes, Rusks to
other “Ready to Eat” categories like Extruded Snacks, Ethnic Indian Snacks, Wafers and
Confectionery items and thus becoming a holistic Food Company.

 M/s SAJ Food Products (P) Ltd. is a leading producer of Healthy, Nutritious,
Wholesome and Tasty Food Products. Under the brand “BISK FARM” produces
Biscuits, Cakes, Cookies, Rusks, Extruded Snacks, Indian Snacks, Wafers, Freshly
Baked Savouries, Danishes, Special Cakes, Pastries, Breads and other Confectionery
items. As a Corporate entity we feel both the desire and the obligation to be a reliable
partner for society and committed to undertake CSR activities in accordance with the
provisions of Section 135 of the Companies Act, 2013 and read together with the
Companies (Corporate Social Responsibility Policy) Rules, 2014.
Product wise information
Multi GrainProductAll the goodness of Five Grains packed into 1solid biscuit.
Pack size & price100g- Rs 15
200g- Rs30
250 g- Rs 35
1kg-Rs140
Place
It is available in every retail shop.PromotionAdvertisingTag line“your healthy dose of Ragi, corn,
barley, rice, oats and wheat ”
Vitamin Marie
Product
Vitamin Marie , packed with incredible power of VitaminA,B,D and E . Take a bite to go from you
to Super you.
Pack size & price100g- Rs18
200 g- Rs 27
250g- Rs 38
1kg- Rs152
Place It is available in every retail shop.PromotionAdvertisingTag line“There are two ways to
keep bisks; the healthy way or the unhealthy way”
Butter Ruskit

ProductHealthy, Baked and not Fried. This double toasted Rusk finds itself in every healthy table.
A range of 5 great tastes to choose from , ensures that no never run out of options.
Pack size & price250 g- Rs 351kg-Rs140
Place It is available in every retail shop.PromotionAdvertisingTag line“treat yourself all year
around”

Wafer strawberry
ProductCrispy,Thin and Flat Wafers filled with Strawberry Cream Pack size & price25 g- Rs
550g- Rs 10100g- Rs14
Place It is available in every retail shop.PromotionAdvertisingTag line“wafers khao, khud jaan
jaao; waters itna tasty kyun hai”

Mini Mango Cream

ProductA small pack , for all those who like small packages inlife. A Great Mango biscuit.
PriceRs 10/- & Rs 15/-
PlaceIt is available in mostly every retail shop.PromotionAdvertising
sing
 Jammy

 Product

 Jammy is a set of 2 crispy biscuits with a jammy centre filledwith delicious jam.
Consumers can bite into deliciousfun and enjoy a world of taste.PriceRs 10/- & Rs 18/-
PlaceIt is available in mostly every retail shop.PromotionAdvertising

 Puff Roll chocolate

 ProductThe most delicious Croissant with a heart of MoltenChocolate .

 PriceRs 10/- & Rs 15/-

 Place It is available in mostly every retail shop.PromotionAdvertising

 Puff Roll chocolateProductThe most delicious Croissant with a heart of

MoltenChocolate .PriceRs 10/- & Rs 15/-PlaceIt is available in mostly every retail shop.
 Bisk firm outlets
 Locations of some outlets in cities

 Kolkata

 57/1A, Ground Floor, Purna Das Road, Sarat Bose Road, Kolkata - 700029, Beside
Golpark Indian Oil Petrol Pump

 Biswanath Building, Ground-Floor, Salt Lake City Sector 5, Kolkata - 700091, Near Webel
1st No. Gate

 Saj Food Production Pvt. Ltd. Ground Floor, 5/1, A J C Bose Road-Lala Lajpat Rai Sarani,
Lala Lajpat Rai Sarani, Kolkata - 700020, Near Birla High School, Opposite Belle Vue
Clinic

 Noida

 chaudhry market shop no. 1, main road, Noida Sector 93, Noida - 201304, near supertech,
 Shop no a-16, Kewal Park Extension, Delhi - 110009, NSM gate no 1
PORTERS 5 FORCES MODEL –
Concept
Porters 5 forces model is an analysis tool
that uses five industry forces to determine the
intensity of competition in an industry and its
profitability level. -

Threat of new entrants-

Bargaining power of suppliers
-Bargaining power of buyers-
Threat of substitutes-
Rivalry among existing competitors
Porters five model forces
 Threat of new entrants
Bisk Farm is continuously facing the threat of new
entrants such as Oreo, Britannia’s continuous innovation
of new products, Parle continuous development in bakery
products

Bargaining power of suppliers

Even the suppliers affect the
company policies. Bisk Farm
always keeps the suppliers demand
in due attention. And also have
developed a good transportation
system for export and also good
communication to know the latest
trends
Bargaining power of customers
Nowadays the customers are always
Rivalry Among trying to move towards the products
the existing offered at lower prices so the
Competitors bargaining power of customers is
causing the company to keep its prices
low

Threat of substitute products

The company is facing lots of criticism from the crowd as
its substitute products from other firms such as Britannia,
Parle is continuously hampering it’s profit return. As the
customers is continuously comparing with other brands and
then buying. Though the company is doing a lot of
innovation on its products and
 RIVALRY AMONG EXISTING COMPETITORS

 •Threat of rivalry among existing competitors for Bisk Farm is high with presence of bigger brands such
as Sunfeast, Parle, Britannia etc and new coming up brands such as Oreo, Priya Gold etc

 •Since cost of exit is very high for existing competitors who are playing in sweets and namkeen domain,
rivalry and competition to capture market share and customers is increasing everyday

 •Platform like Britannia, Parle etc have made visibility of smaller brands very easily accessible to
customers thus competition is stiff for Bisk Farm with bigger and smaller brands both

THREAT OF NEW ENTRANTS FOR BISK FARM

Threat of new entrants for Bisk Farm is relatively low due to below point

•High amount of capital is required to enter sweets production

•Large varieties of biscuits and wafers make it difficult as skillset is limited and production is labor
dependent

•High customer loyalty as people prefer taste and hygiene over other things and have preferred taste
  BARGAINING POWER OF SUPPLIERS OF BISK FARM
 Bargaining power of buyers of Bisk Farm is high due to below points:
 •Customers with bulk orders or corporate orders are sensitive to rates due to volume they
provide thus having good bargaining power over Bisk Farm to negotiate price, size, quantity
and quality
 •All competitor brands of Bisk Farm has also become very aggressive and providing lots of
discounts, promotions and offers to their customers to increase their market share. In such
environment, bargaining power of buyers increases exponentially as they have lot of options
in hand to choose and take a decision THREAT OF SUBSTITUTES for Bisk Farm
 In today’s digital age information over internet is readily available to customers and customers

 THREAT OF SUBSTITUTES
 Threat of substitutes is high for Bisk Farm as listed below:
 •Since cost to switch from one brand to another for customer is none thus threat of
substitute products is high for Bisk Farm

 •In gifting people are moving from bakery & cookies and new bakeries to western bakeries
like Sunfeast cookies that are coming up everyday
Britannia Industries Ltd Priya Gold Biscuits
Based in Bangalore Britannia Industries Ltd
Priya Gold is a part of Surya
Sunfeast
is reputed as being one of the top biscuit Sunfeast is the biscuit
Foods & Agro Ltd that was
brands in India. The company was brand of ITC and was
established during November
established way back in 1892 and till today initiated during July 2003.
1992. Its commercial
has managed to maintain a distinctive To start with the brand
operations, which included
position in the Indian biscuit industry dealt with glucose, Marie,
selling and making biscuits
specially with its most popular brand called and cream biscuits.
under the brand name Priya
Tiger. Britannia is presently one of the Gold started during October Following are the major
biggest brands in India and also the leading 1993. Following are the brands of Sunfeast:
food related brand. It is well known for its various biscuits and cookies Sunfeast Milky Magic,
ground breaking approach towards product offered by Priya Gold: Sunfeast Dream Cream,
manufacturing and marketing. Forbes Global Italiano Cookies Glucose V, Sunfeast Marie, Light
has rated it as one of the Top 200 Small Chatpatta Jeera and Cashew Sunfeast,
Companies of the World and it is also the Butter BiteCheez, BitCheese SnackySunfeast Dark
second most trusted brand in India. Cracker, CNCMarie, FantasySunfeast sweet 'n
Following are its various brands in the LiteSnacks Zig Zag, Coconut salt, Sunfeast Dark
biscuits BikisTiger Nutri Choice Good Day, CrunchKids Cream, Classic Fantasy, Choco Fills,
Time Pass, Bourbon, Little Hearts, 50-50, Cream. Sunfeast
STRENGTHS.
 Gained a status of premium brand through advertising, pricing and
packaging
 High quality innovative product
 Has the first mover advantage in the premium brand segment

WEAKNESS
 Less occasions where in a premium biscuit product viz. Dark Fantasy be
purchased
 There are no functional attributes
 Brand is comparatively younger, so need to reinforce periodically
OPPORTUNITIES
 To make it an ingredient in food mix, like we have Oreo shakes•
 Supplement it with a food item, like Marie is with drinking tea

THREATS
 Limited target audience due to its positioning strategy
 Cookies which are with similar packaging and taste•
 Chocolates like Dark temptation which are entering into premium Cadbury
phase