swot analysis and marketing mix strategy

Marketing Mix StrategyFor

United BiscuitsPvt. Limited

AndSWOT AnalysisOf two Brands

Presented by :Riddhima ChandakYogesh DuggarZeeshan Mirja( MBA 2nd Semester. )

Strengths

Britannia• High brand recall.• Serving India markets from

last 120 years.• Market distribution.• Market leader in bakery.

Parle • High brand recall.• Strong supply chain

network.• Strong presence in rural

market.

Weakness

Britannia• Over dependency on the

biscuits business.• Various brands take out the

same product.• No overseas presence.• Struggling dairy business.

Parle• Dependence on Parle G

brand for most of its revenues.

• Similar product produced by many companies like glucose biscuit, bourbon, sweet and salty crackers, cream biscuits, etc.

Opportunities

Britannia• Emerging dairy products.• Changing lifestyle and

demand for healthier food products.

• Overseas market.

Parle• Innovate by introducing

products for health conscious people

• Growth of the foods industry in India

• Aggressive marketing and advertising.

Threats

Britannia• Competition in the market.• Price of raw material.• Buyers power.

Parle• Rise in the cost of raw

materials.• Competition from other

brands like :- 1. ITC Ltd. 2. Britannia


Parle Products

Product

• Parle-G is one of the most popular, oldest and largest selling brands in India.

• It has been a symbol of health, quality and taste.

• Its main focus is to satisfy consumer’s hunger.• It gives expected milky and sweetish taste.

• Low price with capturing of a large market.• By increase in prices, variations in sales are

there.• Profit margin : …Distributors – 4% …Retailors – 10%-12%

• The extensive distribution network.• Available to consumers in remote and village

places also.• Factories at strategic location.• Establishment of manufacturing units in rural

areas.

Promotion

through,

• Advrtising : The communication spoke about the basic benefit and nutrition.

• Sales promotion : Monetary sales boost during festive seasons.

• Discounts.


Britannia IndustriesLimited

Product

• They have variety of tastes and sizes.• There packaging is quite different from other

brands.

• Britannia products will range from Rs.5/- to Rs.40/- .

• It sets a price which is reasonable when compared with competitors.

• Bundles a group of product at a reduced price when providing the family packs.

• Strong distribution channel.• In retail outlets whether it is big or small.• In both rural and urban areas.• Distribution in urban areas is fantastic but still

less in rural areas.

Promotion

• Tv campaigns


United BiscuitsPvt. Limited

Product

Product is the first P of marketing mix .Product Variety :

Product comes in different size as well as shape.

Quality of the product : It totally Depends upon :Tastes.Hardness.Shape consistency.Smell of Biscuits etc.

• Who – who would eat it? Do we want it to appeal to children, adults or both? • When - when would they eat it? • What – what will the biscuit be like? • Where – where would they eat it? • Why – why would people choose our biscuit? Would it be healthier than other biscuits, tastier and more fun to eat?

Designing and packaging

Features :

• Good for health.• Tasty.• The product are available in attractive packaging.• It also provides development food children.• It have all nutritional values.

• Our product will available from Rs. 5 to Rs. 45/-.

• We have differenmt varieties in all price level.• Profit margin is given feasible to the

distributers and retailers.

Product Name Weight Price

A 73gms 5/-

B 70gms 10/-

C 90gms 15/-

D 143gms 20/-

E 170gms 30/-

F 185gms 35/-

G 200gms 45/-

• We cover retail outlet.• We distribute in all areas, that is in urban,

semi-urban areas, rural areas.• We also distribute in backward areas also.

Promotion

• T.V. advertising.• Discount offers.• Newspapers.• Free schemes.• Reference.• Seasonal offerings.