Britannia Pure Magic Choco

Lush

Group A6
Section – A
 Budget Segment

90% of
revenues is
generated from
selling biscuits

Premium Segment
 Packaging

Pure Magic Dark Fantasy Milano

Packaging
1. Colours on the packet gave the feel of luxury to
the respondent.
2. However, many respondents seemed to
associate darker shades of brown and black
colour chocolates.
3. In case of Milano, the packaging gave a
perception of Vanilla flavoured or Coconut
flavoured biscuit.

1. Involve more darker shades of brown colour in

the packaging of the biscuit. This applies to both
the outer as well as the inner packaging
 Appearance
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Pure Magic Dark Fantasy Milano

Appearance

1. In case of appearance, people have very varied

preferences, however two things which are
common in the responses of almost all the
respondents were:
1. The biscuit should look evenly baked.
2. Any crumbs or greasiness on the biscuit were found to
be highly discouraging.

1. Maintain its evenly baked look, as the

consumers seem to like it. Also, the bottom of
the biscuit looks very dark compared to the top
which again is discouraging.
 Shape of Biscuit
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Pure Magic Dark Fantasy Milano

Shape

1. People found the unorthodox oblong shape of

the biscuit very odd.
2. Consumers are used to the round semi-
hemispherical shape.
3. Semi-hemispherical biscuits give a sense of
more quantity of biscuit or cream present than
that of the oblong shape, due to which again
consumers didn’t like Choco Lush.

1. The shape of the biscuit is what makes it

unique. But it is clearly not working.
2. So, find differentiation in other characteristics.
 Crunchiness
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Pure Magic Dark Fantasy Milano

Crunchiness

1. Choco Lush has a thicker layer of biscuit and a

smaller layer of cream inside. This makes the
biscuit a lot more crunchier than the other two
counterparts.
2. Respondents found this crunchiness unique and
rated the crunchiness of Choco Lush very close
to their ideal level of crunchiness.

1. If proven useful, adopt crunchiness as the

differentiating factor while selling the biscuit.
Many premium biscuits lack on this parameter
which Choco Lush can capture.
 Sweetness Creaminess
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Pure Magic Dark Fantasy Milano Pure Magic Dark Fantasy Milano
Sweetness & Creaminess

1. Focusing on sweetness would act as a liability

owing to the fact that it is highly dependent on
the person. Even as seen in the map, sweetness
roughly is at the same distance from the ideal
level.
2. Capturing crunchiness might lead to lesser
creaminess. However, this is an important factor
in providing the mouth feel of the product.

1. A little research into finding a way to improving

crunchiness while keeping the optimal level of
creaminess can help Choco Lush gel with its
customers.
 Prices

Price for a Packet of 6 biscuits

Pure Magic Choco Lush Rs. 30
1. The product is seen to be price sensitive. The
moment it was mentioned that Milano was
Dark Fantasy Rs. 30 priced at Rs. 35/packet, respondents became
Parle Milano Rs. 35 very vary of it and some of them even
suggested that Milano would fail the market.

Prices
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1. A price analysis can be performed to assert the
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marginal changes in market share per rupee
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change in price. If found favourable, reducing
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prices may also help.
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Pure Magic Dark Fantasy Milano

 Overall Acceptability
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Advertisements

1. Confusing advertisements which only a

particular demography of the country can relate
to.
2. Indulgence portrayed, but not portrayed in a
very good way, which is one of the reasons why
it has failed to register with the customers.
3. Frequency of advertisements very low.

1. Create an ad highlighting a chosen USP and be

consistent on this USP.
2. Invest more into the advertisement to allow it
to resonate with the customer.
THANK YOU