MARKET AND DEMAND

ANALYSIS OF BRITANNIA
GOOD DAY

Dhruv Rekhi
17/BMS/018
 BISCUIT MARKET IN INDIA
 In terms of volume, biscuit production by the organised segment is estimated to be 1.30
million tonne.
 In the organised sector, the industry is dominated by Britannia and Parle, which account for 70
per cent of the industry’s volumes.
 In 2015-2016, the cookie segment, which includes brands such as Bournvita Biscuits and
Britannia Good Day, witnessed a rising number of  health-conscious consumers, an expanding
working population and increasing urbanisation. These are boosting the country’s
biscuit market.
 In terms of centre-filled biscuits, the segment is majorly dominated by the urban population.
Further, non-premium biscuits accounted for majority of the revenue share in 2016.
Nevertheless, premium biscuits are gaining huge acceptance in Tier-I and II cities.
 The growth in biscuit marketing has been achieved also due to improvement in rural market
penetration.
 India’s biscuit market stands at ` 32,000 Crores and is projected to grow at a CAGR of 11.27%
in value terms, during 2018-2022
 Rising number of health-conscious consumers, expanding working population and increasing
urbanization are boosting the country’s biscuit market.
 Moreover, augmenting disposable income along with changing lifestyle, increasing health and
hygiene awareness and change in food consumption patterns are expected to propel demand
for biscuits over the next five years.
Major Players
 ABOUT GOOD DAY
‘Har cookie mein kayi Smiles’

 Britannia Good Day Biscuit, launched in 1986, is one of the company’s flagship products.
 Good-Day, has a 70% share of the premium cookies market.
  It is a three-decade-old brand that contributes close to 30% of sales at the country’s largest
biscuit maker.
 The company has also continuously enhanced the taste of the cookie that was first launched in
1987 while maintaining the price point.
 Britannia serves 1.4 million outlets directly
 SWOT ANALYSIS

STRENGTHS (+) • Pricing is low which gives advantage for a high quality product
• Good advertising and visibility
• High Brand Loyalty
• High Brand Recall

WEAKNESSES (–)
• Limited Shelf Life
• No overseas presence

OPPORTUNITIES (+)
• Tie-up with schools and corporate as a part of meals
• Untapped rural market
• Changing lifestyle & demand for healthier food products

THREATS (–)
• Threat of new entrants. Eg Patanjali
• Volatility in raw material prices
 WHAT IS MARKET DEMAND ANALYSIS?

 Market Demand Analysis is a tool to understand how much consumer demand exist
for a product or a service.

 With the help of the market demand analysis, stakeholders can take important
decisions regarding the future policies and actions of the product or the service.
 CHARACTERIZATION OF GOOD
DAY
 Market Share :- It has 70% market share in the premium biscuits category.
 Growth :- It contributes 30% to Britannia’s revenue.
 Price :- It has developed a competitive pricing policy for its products that will help in
undermining the efforts of rival companies to reach out to its loyal consumer base. As the
brand wants to penetrate in every nook and corner it has decided on a penetration policy
 USP :- Healthy biscuits with cashew and butter
 Target Market :- All age groups Lower, middle and upper class people
 DEMAND FORECASTING
 Demand Forecasting refers to predicting the future demand of a company’s product
or service.

 Demand Forecasting is comprised of a series of steps that involves the anticipation

of demand for a product in future under both controllable and non-controllable
factors.

 Demand forecasting holds significance in the businesses where large-scale

production is involved.
TREND PROJECTION METHOD
THANK YOU!