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Presentation by Sachin.P.M 41001; Tarini 41002 & Ratul Maiti 41000;
Vision, Mission & Strategy of
What is it?
It‟s the sight of a train driver, i.e.
“How far a train driver can see?”
“engine of a train”
can be interpreted as the vision of a company.
to drive the bogies in desired direction.
What is it? Vision Mission 3 .
In short Vision. Mission & Strategies? Make a choice in life define your VISION Take responsibility for your own destiny have a MISSION Execute your own ideas follow your STRATEGY 4 .
Change in Mission of Wal-Mart Vision ☯ Mission "We save people money so they can live better." 5 .“ →"Become a $125 billion company by the year 2000.“ Wal-Mart: ↓ "To give ordinary folk the chance to buy the same thing as rich people.
Vision. Mission & Strategies of 6 .
Glucose base to more value added categories.BISCUIT INDUSTRY Biscuits are cheapest processed food ever made. it has become the most India USA loved fast food for every age group. Per `12600Cr But this industry size is aboutcapita consumption Biscuits were assumed as sick-man’s diet in early days.Glucose cookies. Rural. But now. 2kg/person/yr 15kg/person/yr The biscuit market has now moved from the core Urban-Cracker.Cream sandwitch 7 .
USA China India-[30Lakh MT (with 17% export)] Penetration Rate: 1. Urban -85% Rural -55% Growth Rate: 12-17% in the next few years. (Britannia @ 22% CAGR) 8 . 2. 2. 3.BISCUIT INDUSTRY Largest Global Biscuit producers 1.
12% Glucose Biscuit (44% of total biscuits) Milk Marie Market Share 12% 13% Others 8% Tiger.PRODUCTION OF BISCUITS IN INDIA (Category wise) 20-20 Sunfeast. 22% Glucose 44% CREAM 10% Parle G. 66%13% CRACKERS 9 .
MARKET SHARE 14% 5% 6% 9% 35% BRITANNIA PARLE SUNFEAST PRIYA GOLD ANMOL OTHERS 31% 10 .
Poter‟s 5F Model Threat of substitute products Bargaining power of suppliers Rivalry among competing firms Bargaining power of buyers Threat of New entrants 11 .
Ready-toeat Not favorable Attract outsiders Freezing effect Welcome effect Inflation in sugar & wheat prices Britannia. PepsiCo 12 . Fast foods. ITC Premium products are increasing in market Oreo. Parle.Poter‟s 5F Model for Indian Biscuit Industry Bakery Items.
PriyaGold Anmol cremica Foreign Niche Players United biscuits Duke Unibic Nubisco 13 . Ltd.Industry consists of Major player Minor player Parle Britannia ITC Emmerging Players Kraft‟s Cadbury Oreo PepsiCo Surya Biscuits Pvt.
in 1885 CEO: Vinita Bali Owners: Mysore Kingly Wadia‟s family Got huge investment and got famous in World WarII.ac.Britannia Industries Ltd.Uttarakhand. Cookies. HQ: Kolkatta. Office: Bangalore Manuf. Unit:Bangalore.in . Rusk. Milk & its products and Breakfast. Cake. & Orrissa (up coming) 14 Source: http://www.Kolkatta. Reg.Mumbai.britannia. Bread. Products: Biscuits. Britannia (Great Britain) It‟s a `4410Crs Industry Est.
pencils were provided free • To of his/her life”. corn. Strategies for Britannia’s NutriChoice Strategies –Part-1 Vision Nutrichoices . Go for World Cup“ 1999 & 2003 =37% increase in sale •Tasty grains •Dominant ragi. good for taste Good“Tasty& Oats .Britannia Industries Ltd.iHealthU. outside and everywhere. http://www. 15 Source: http://www.britannia. a natural part (Taste Digestive bhi)for general health Every Indian A Britannia Bhi. rice. Health •To Make out of • promote “50-50” brand – free books.F&B market wheat) 'Britannia Lagaan Match„ –Winner got chance to play cricket match with “We want to be part of our consumer• Sugar added film stars out . • 5 yet healthy . Consumer of cost.sugar home.ac.com •at home. scale. • • "Eat Britannia.sweet but no at home.Aged diabetic population Mission campaigns To dominate the Lot and beverage food 5 varients: of Promotional To dominate the food and beverage market in India through a profitable range • market in India with a distinctive Eat Healthy. every Indian a Britannia consumer.hunger burster (oats. Accurate Demographic segmentation Milk Bikes Little Hearts Marrie Gold Good Day Bourbon Children b/w 7-14yrs of age For Teenagers class friends Undisputed Universal brand to infuse happiness into peoples life adolescent/adult indulgence category. Think Better of “Tasty yet Healthy” products by making • range of Ragihealth.Diabetic Friendly for Yet Healthy” • Britannia brands.in .
let us look at the promotional activities for NutriChoice Positioning 16 .Britannia NutriChoice Ad Now.
It started with the strategic plan to save its core cigarette industry using parallel advertising.Sunfeast biscuits. ITC joined Biscuit players in July 2003 Location: Bangalore. ITC Food Div. Source: ITC Food Division site & internet 17 .
Hotels and there by advertise the products of ITC. To be one of the premier player of Biscuits in India Source: ITC Food Division site & internet 18 .Sunfeast biscuits. Vision Strategy Mission To deliver highest To be one of the leading product quality and biscuits manufacture in Corporate strategy aimed at creating multiple drivers of growth anchored on its value to consumers Indian biscuit market time tested core competencies.000Cr biscuit industry To diversify ITC‟s core business from mere cigarettes to books. To attain leadership on the strength of world class standards in quality and costs Leverage the goodwill of trademarks to: – Capture emerging opportunities – Further enhance current brand equit To at least 11% capture the `11. ITC Food Div. food & beverage industry. = Parallel Advertising.
Parle Est.com 19 . Haryana Size: 4000+Cr Company Largest biscuit & confectionary manufacturer of India Strengths: Extensive distribution network Consumption: 4515biscuits/second throughout India Source: www. in 1974 at Jhajjar.parleproducts.
2005-Promote its products. salt bhi” campaign for KrackJack who shape the future of the nation. Aamir khan and Darsheel safary . So it‟s “HIDE & SEEK” Hritik Roshan. How Parle-G maintained `4/. Golu Galata Biscuits. And every nation‟s CHEER to Children & adult (published in 13 indian language) tomorrow lies in the hands of alike. all over country with its its children.endorsed important to nourish these young minds.com 20 High quality at low price .parleproducts. the young geniuses “Ek hi bite main sweet bhi. •Weight per biscuits •Variation in Margin of sellers Penetration strategies: How Parle became #1 in biscuit consumption volume? Source: www. children who make the nation proud in every aspect.Parle Vision Strategy Mission Shaktiman & 1929 .To provide JOY & 1997-Parle-G: Sponsored for Indian Superhero Every nation dreams of a better Chandamama comic tomorrow.for many years?after all it‟s a question of for •By varying number of biscuits the nation‟s future.
and the United States Incorporated in Indian in 2004 Source: http://www.html 21 .com/corporateprofile. pastries. It manufactures and supplies biscuits. and shortbreads to supermarkets in Australia. cakes. Canada. New Zealand.unibicindia. the United Kingdom. Is the parent company. cookies. South East Asia. Ltd.Unibic India Ltd Unibic Australia Pvt.
Unibic India Ltd Vision Strategy Mission To Provide world class product at affordable prices: To delight the consumer 1. Source: Product under development is “chyawanprash” New http://www. Parle and ITC). New 6. Strategic 4. and organised trade 3. Unibic has Adopted a strategy “What not the big guys not do. UK and US. 7. Manufacturing with unique premium unit at Bangalore products in major markets 2. Export from Bangalore & Australia to US.com/corporateprofile. Manufacture & Market of 1. 5. Not to mess up with the big guys (such as Britannia. Unique production methods-WireMiddle east and south cut technology east.unibicindia. No major player in Cookies market categoryalliance of biscuits. Niche market: Sugar-free biscuits prices 2. Middle East.html biscuits just for change 22 . Zealand. Collaboration with Café Coffee Day 3. at reasonable products Marketing emphasis on Major towns and Organized retail. will be done by Unibic” Hence it has entered into Sugar – Free biscuits. Europe. Export to Australia.
communities and the environment Integrity – Doing the right thing Openness – Listening to the ideas of others and encouraging an open dialogue 23 ." •It is still in the market research stage. Bus Hoodings. World Eat and Live Better. to design) in Copy standards in everything we make capture Indian biscuit market.Kraft foods (Cadbury Oreo) Vision Strategy Mission Innovation – Satisfying real-life "Helping People Around the •Oreo was promoted by Oreo Thoroughness needs with unique ideas Bus. Respect – Caring for people. Quality – Fulfilling a promise to deliver the best •It has suied major player Britannia (Treat-OSafety – Ensuring highrights.
Strategic Comparisons-1 10 9 8 9 8 8 7 6 6 8 7 6 8 7 6 8 7 7 8 7 8 7 8 8 7 8 7 Ranking 7 6 5 4 3 2 1 0 Packaging Cost Variety Nutrition Filling Taste Value Offerings Parle Britannia Sunfeast Popularity with kids 24 Availability .
35-40% of its turnover on marketing 10% of its turnover on marketing especially market research. Reasonable. Healthy biscuits High margin in cream. but good quality. Choco chips Sun feast Oreo Premium Variety Cream sandwich segment Cookies. Butter. CCD 25 .Comparision-2 Type Britannia Pricing strategy High margin in cream. Not significant Distribution strategy Excellent distribution channel also through army Extremely widespread distribution Existing market of tobacco Small scale distributers Digestive for lifestyle volume from Marie & glucose High value.e. Promotional strategy 10% of its turnover on marketing. low margin Parle Glucose. volume from Marie & glucose Not cheap for consumers. as its is growing @22% CAGR every year Best of Brand ambassadors. mass campaigns. followed Cadbury way Largest spender on ads & promotion i. export. Unibic Major metros and malls.
Thank you!!! 26 .
Thank you!!! 27 .
Contact information: sachinpm. it is at Thirthahalli court.Disclaimer All pictures and Logos used in this ppt remains the property of the patent holders If there is any legal notifications to be made.com 28 .cabm@gmail.
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