Research & Marketing Decisions

Group 15
Arpit Aggarwal | Divyanshi Jadav | Pranav Bhoyar | Rhythm Jain | Siddharth Malhotra
1811227 1811242 1811232 1811244 1811255
 MDP and MRP
Management Decision Problem
To increase the sales and hence market share of Unibic Cookies

MRP Components

- Premium cookie market including size, pricing and product mix

Analyse the premium cookies/biscuit market in India - Competitor brands in the premium cookie market in India
and different players in the market - Category communication channels

- Customers currently buying Unibic products

Identify factors affecting customer preferences and - Usage and Attitude study for analysing consumer purchase behaviour
buying behaviour for cookies market in India - Customer Loyalty and avenues to increase brand loyalty in premium
cookies market

- Customer brand awareness, consideration, preferences and choices

Analyse the brand awareness, perception, marketing - Brand positioning and comparison with competitors
strategy & positioning of Unibic Cookies - Brand perception both among users and non-users

- Identify avenues for increasing buy rate of existing customers

Suggest and Evaluate ways to increase sales of
- Identify ways to trigger brand switch and attract new customers
Unibic among existing users and aware of Unibic but
- Customer’s perception and effectiveness of the proposed marketing
not used
strategies
MRP 1 - Analyze the premium cookies/biscuit market in India and different players in the market
Industry Overview
• The total biscuit segment is around INR 300
billion, highly segmented market with 10+ major
players
• The cookie segment is at INR 90 billion and the
premium cookie segment being at INR 60 billion
• Cookie segment is Growing at approximately 15%,
twice the rate of biscuit segment
Unibic
• Unibic growing at CAGR of 50%, 5times than
the market, targets to capture 10% of premium
cookie market share
• Unibic has sales of INR 3 billion in 2018 with
market share of 5% in premium cookie
segment, has 3L outlets
• Unibic has 60-70% of sales coming from South
India especially Tamil Nadu, Kerala and
Karnataka.
• Also doing well in B2B segment along with
private labels
 Depth Interviews

We interviewed 6 respondents (3 users and 3 non-users) – 2 housewives along with children

(age 35-40), 2 college students (age 20-25) & 2 working professionals (age 25-30)
Hide & Seek, Good Day were top biscuits in mind of customers, with Milano & Dark Fantasy perceived
as premium brand, Unibic was not perceived premium and did not have a brand association

Hide and Seek, Good Day, Parle G, Bourbon, McVities were top biscuits
Top of the mind brands
in mind of customers, 2/6 interviewees mentioned Unibic as TOM brand

Good Day Chunkies – Soft; Magic Moms – Crispy & Sweet; Unibic Choco
Blind Test
–crunchy; Unibic was least preferred in taste among all customers

Good Day and Parle G have childhood nostalgia associated with them
Brand Associations Milano, Dark Fantasy and Chunkies are perceived as premium.
Interviewees did not have any unique brand association with Unibic

Customers were not

Price per gram concerned about price per
gram, Milano and dark
fantasy were perceived as
premium brand compared to
Unibic at same price per
gram
Brand Concept Map

Core Connections

- Tasty
- Attractive Packaging
- Variants
- Cookies
- Premium
 Qualitative Research Insights
• Unibic is not perceived as premium brand, Ads determine perception of premium-ness
• People prefer glucose biscuits, mostly with tea
Depth • Cookie eaters are not very price sensitive, willing to pay premium price given good quality
Interviews • People not aware of all variants of Unibic
• Unibic is not widely available, especially in most of the kirana stores
• Blind test: Rough and biscuits
• Biscuits/cookies preferred over fried snacks
• Shelf position is important as it is mostly an impulse buy
• Choco-chip variant was preferred
Focused Groups • Brand awareness was low
• Used to consume to satisfy mild hunger
• Tight packaging preferred like that of Hide & Seek to prevent breakage of cookies
• Negligible Advertisement presence
• 57 unique words came in customers mind when they were asked to think about Unibic
• Attractive packaging and variants turned out to be major recall words
• Unibic had a very strong association with cookies
Brand Concept
• Offers, and broken biscuits were quite frequent in the top of mind thought but not in consensus map
Mapping
• ‘Office’ came up as an association with a cookie brand was surprising, people with work ex
associated
• Perceived as Heath brand by many, but didn’t come up in consensus map
 Survey Statistics
Total clean and complete responses:
149

Male- 103 (18-25): 98

69% 65.77%

Female- 46 (25-35): 51
31% 34.22%
 Survey Data
Healthy cookie segment Flavoured cookie segment Overall cookie segment

Regular Users Regular Users

4+ packs/month Irregular Users
4+ packs/month
MRP 2 - Identify factors affecting customer preferences and buying behaviour for cookies market in
India

Performance of Unibic wrt Attribute importance- IP Matrix

Flavoured cookies Healthy cookies
Attribute Importance

Performance Performance
• Need to improve on dryness factor.
• Look and texture
• Flavor & taste are very important factors for both type of users and Unibic is not performing well on both
these attributes on some types of cookies. There is scope of improvement on these attributes
MRP 2 - Identify factors affecting customer preferences and buying behaviour for cookies market in
India

Regression of NPS for different factors Factor Analysis

Minglers : Taste seekers : 42%

Family Biscuit, Party Crunchy, Chocolate,
Easily Available Sweet
the consumption and
Top factors affecting

Taste
rating of Unibic

Premium
cookies

Appearance magnets: 36%

Not for myself:
Value for Money Variants, Attractive
Guest, Office, Expensive
Packaging, Colorful,
Chocolate
Premium
Healthy
MRP 2 - Identify factors affecting customer preferences and buying behaviour for cookies market in
India using discriminant analysis
Function 1 Function 2
• Appropriate for • Nuts
guest • Offers
• Premium • Colorful
• Sweet • Taste
• Office • Variants
• Easily Available • Indian
• Crunchy • Chocolate
• Healthy • Party
• Soft
• Rough Texture
• Expensive
• Attractive Packaging

• Group “Presently consume” has highest value on Function 1

• People who think Unibic as appropriate for guest, premium, sweet, office, easily available, crunchy and healthy are likely to
be presently consuming Unibic cookies
• Group “Never consumed” has highest value on Function 2
• People who think of Unibic as filled with nuts, offers, colorful, taste, many variants, Indian brand, chocolate variant, party
cookie, soft, with rough texture, expensive are likely to never consume Unibic cookies
 MRP 3 - Analyse the brand awareness, perception, marketing strategy & positioning of Unibic
Cookies
One-Sample Test
Test Value = 1.5
95% Confidence Interval of
Mean the Difference
Hypothesis 1 t df Sig. (2-tailed) Difference Lower Upper
Are you aware of Unibic
-4.135 76 .000 -.214 -.32 -.11
as a cookie brand?

People who consume biscuits are significantly aware of Unibic cookies

One-Sample Test
Test Value = 2
95% Confidence Interval of
Mean the Difference
Hypothesis 2 t df Sig. (2-tailed) Difference Lower Upper
Please select most
appropriate about Unibic -8.298 103 .000 -.481 -.60 -.37
cookies

People who are aware of Unibic also consume Unibic cookies

Healthy Cookies Rank Flavoured Cookies Rank

6

NPS= -18
5
4 5
3 4
2 3
1 2
0 1
0
Hide & Dark Milano Good Day Unibic Sunfeast
Seek Fantasy Mom's
Magic
MRP 4 –Suggest and Evaluate ways to increase sales of Unibic among existing users and aware of
Unibic but not used
Strategy Canvas Radar Map for Flavored Cookies
10 Raise Reduce Favourite Flavoured Overall Unibic
9
8 Crunchiness
10
7
Dryness 8 Flavours
6 6
5 4
4 Hardness 2 Sweetness
3 0
2
1 Add-ons such as nuts,
Aftertaste
choco chips
0
Taste Flavours Crunchiness Add-ons such as Sweetness Look & Texture Hardness Dryness Aftertaste Taste Look & Texture
nuts, choco
chips

Favourite Brand Overall Overall Unibic Radar Map for Healthy Cookies
Decrease importance Favourite Healthy Overall Unibic

Crunchiness
10
Dryness 8 Flavours
• Unibic has lower rating on attributes of high importance to people 6
• These are Crunchiness and Add-ons 4
2
• Improvement (Raise) should be done on these factors Hardness
0
Sweetness

• Unibic has higher rating on some attributes of low importance to people Aftertaste
Add-ons such as nuts,
choco chips
• These are Look and Texture, Hardness, Dryness and Aftertaste
Taste Look & Texture
• Unibic should Reduce focus on these factors
 MRP 4 –Suggest and Evaluate ways to increase sales of Unibic among existing users and aware of
Unibic but not used- New Concept Testing
You go to the market to look for snacks, except for the normal boring variants of cookies and chips, you do not find anything worthwhile to
munch. Just when you were about to leave, you hear someone talking about the three exciting , new variants of cookies. Based on this,
please answer the following:
How unique do you think the
Would you try the above-
following products are in the
mentioned products?
cookie category?
• Only Nutella and Peanut butter • Respondents found all three
concept tests are significant concepts well and think all
• Respondents found concept of concepts unique
Nutella cookies and Peanut
butter well and are willing to try
• If launched can increase market
share of Unibic cookies

RESPONDENTS WILLINGNESS UNIQUENESS AVERAGE WILLINGNESS TO

TO TRY PAY FOR 5 BISCUITS

3.44
3.43

19.7
3.82

AMOUNT (RS.)

17.1
MEAN

16.5
3.29
MEAN

3.3
3.2

CHEESE NUTELLA PEANUT CHEESE NUTELLA PEANUT CHEESE NUTELLA PEANUT

BUTTER BUTTER BUTTER
CONCEPT PRODUCT CONCEPT PRODUCT CONCEPT PRODUCT
 Recommendations

Currently Unibic is doing very well in Tier1 and Metro cities especially South India. In order to expand, they
need to move to North India, where TV ads are important avenues to publicise. Also introduction of Rs. 5
packs along with greater availability in kirana & pan shops, will help them expand to Tier2 markets

Unibic is perceived to have rough texture and is dry as compared to its competitors. Improving on these
factors would help increase sales

Total no. of regular user consumers in healthy segment is just 16%. Given that Unibic is one the market
leaders in this segment, it needs to play a proactive role in increasing the awareness & growth of the
segment

Many users informed that they’ve received broken cookies when purchased from a vending machine or local
kirana store. This can be improved by going for a tighter packaging like that of hide & seek or change the
packaging in such a way to avoid such issues

No. of variants is an important factor for consumers. The survey showed that people were aware of just 5-6
variants from wide range of 30+ variants, thus there is a need to evaluate these variants or improve
distribution. Unibic can introduce new variants like Nutella cookies, which consumers have shown an interest
to buy.
 Thank You!

Keep Munching…