KIRAN SATISH KARANJKAR MMS 2ND YEAR

Marketing mix of unibicPRODUCT

PRICE

PLACE

PROMOTIONPEOPLE

PROCESS

PHYSICALEVIDENCE

ABOUT COMPANY Firstly known as ANZAC UNIBIC.

Located in Australia.

Fastest growing FMCG brand.

High export.

“Delight in every byte”INCORPORATION

OPERATION

STARTED WITH

NOW

0 2 4 6 8 10 12 14 16

10

14

6

12

TIME LINE

TIME LAG

COMPETITORS

Parle G32%

Britania 23%

Sunfeast18%

Mcvities10%

UNIBIC8%

Priya Gold7%

Others3%

Market Share

SWOT ANALYSIS  

STRENGHT 

WEAKNESS

1. good quality product2. variety in product3. offers variety of products in

different sizes under its brand

4. an experienced team of sales and marketing executives

5. customer confidence

1.loose packing leads to breaking of cookies in the packet which is then goes for damage2. breakage of biscuits while delivering to retailers3. improper and irregular supply4. lack of schemes for retailers and distributors

 OPPORTUNITY

 THREAT

 1. Promotion activity should be more as many of the company mainly depends on the promotion like advertisement, sponsoring, paper ad, etc.2.retaining loyal retailers or wholesalers3. can go rural as that market is also expanding more and more

 Threats are the other FMCG company like Parle G and Britannia who are with the same cookies product which will be a great threat for UNIBIC.

PRODUCTNO PRODUCT GRAM  SUGAR FREE  1. Honey oatmeal 752. Butter cookies 753. Multigrain breakfast 754. Cashew cookies 75  HEALTH & WELLNESS  5. Honey oatmeal 756. Multigrain breakfast 757. Oatmeal digestive 1008. Oatmeal digestive(1+1) 150  BUTTTER FAMILLY  9. Butter cookies 7510. Cashew cookies 7511. Pista badam 7512. Doosara chilli 7513. Doosara jeera 7514. Assorted breakfast 50  OTHERS  15. Milk cookies 7516. Milk crunchy 37.5  SPECIAL  17. Chocolate chips 7518. Choco nuts 7519. Fruit nut 7520. Ginger nut 7521. Choco chips 75

Pineapple

Creamy

Vanilla

Coffee top

Milk cookies

Milk crunchy

Assorted breakfast

Doosra chilly

Multigrain-

Breakfast

Butter c.

Om D

Om D (1+1)

Cashew SF

Chocolate chips

Choco nut

Jeera flavor

Fruit nut

Ginger cookies

Honey Oatmeal SF

Cashew Cookies SF

Honey Oatmeal H&W

Pista badam

LIFE CYCLE OF UNIBIC COOKIES.

NO PRODUCT GRAM PRICE  SUGAR FREE    1. Honey oatmeal 75 352. Butter cookies 75 353. Multigrain breakfast 75 454. Cashew cookies 75 40  HEALTH & WELLNESS    5. Honey oatmeal 75 206. Multigrain breakfast 75 257. Oatmeal digestive 100 208. Oatmeal digestive(1+1) 150 40  BUTTTER FAMILLY    9. Butter cookies 75 1510. Cashew cookies 75 2011. Pista badam 75 2512. Doosara chilli 75 2013. Doosara jeera 75 1514. Assorted breakfast 50 135  OTHERS    15. Milk cookies 75 1016. Milk crunchy 37.5 5  SPECIAL    17. Chocolate chips 75 1018. Choco nuts 75 2519. Fruit nut 75 2520. Ginger nut 75 1521. Choco chips 75 30

PRICE

PRICING STRATEGIES

1)Penetration Pricing Strategy-

2)Competition based pricing :-

3)Price bundling strategy :-

PLACE MODEL

CHANNEL OF SALES

MODERN

TRADE

* malls

* Super market

* Family wala general store

TRADITIONAL

TRADE

* General stores

* Kirana

Stores

* Pan Patti

* Bakery

INSTITUTIONAL

STORES

* College canteen

* Cafeteria

HO.RE.CA

HOtel

REstaurant

CAnteen

E-commerce

Bigbasket.com

Localbaniya.com

Greencart.in

DISTRIBUTION FORMAT

FACTORY (BENGALURU)

C&FA

STORAGE & GODOWN (BHIVANDI)

MUMBAI (STOCKIST)

CENTRAL WEST SOUTH

MULUMD SANTACRUZ CHURCHGATE PRABHADEVI BANDRA MUMBAI- KURLA CENTRAL

FMCG TERMS DISTRIBUTORS:

THE RETAILERS:

Trade schemes: Schedule of the salesmen:

Beat plan:•Pilot salesmen scheme:•Agreement defining rights:

PROMOTION

MANAGEMENTPEOPLE

SALES OFFICER (WEST INDIA)

GOA MUMBAI GUJARAT Sales Sales Marketing Supervisor Supervisor (Mumbai) (Western) (Central) Lead Officer Lead officer Sales SE SE SE Sales SE SE SE Executive Executive

PROCESSTransportationFactory C&F Distributor Retailer

Customer

TransportationFactory C&F Distributor Retailer

Customer

TransportationFactory C&F Distributor Retailer

Customer

TransportationFactory C&F Distributor Retailer

Customer

TransportationFactory C&F Distributor Retailer

Customer

PHYSICAL EVIDENCE • Product, Service Appears from outside.• size, shape, color, material and label of

packaging.• Visual layout, practical setup, clear and

precise instruction.• small improvement in packaging leads sales.

ANALYSIS• Sale of H&W brand from 1st may-30th

June

ANDHERI

SANTA

CRUZ

BANDRA

GHATKOPAR

CHURCHGATE0

50000

100000

150000

200000

250000

300000

350000

400000

450000

500000

Butter cookies

Pista badam

Doosra jeera

Sales of BF in Rs.

Sale of BF brand from 1st May-30th June

ANDHERI SANTCRUZ BANDRA GHATKOPAR CHURCHGATE0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

13 129

12 14

21 13

1711

19

11

2 88

17

15

1913 5

7

9 714

15

5

Expected future flavor of UNIBIC

FUTURE TASTE OF UNIBIC

Factors which makes UNIBIC uniqueVenue- thanePurpose- sampling Size –50 stranger’s people & 35 existing customer.

43%

21%

31%

5%

PREFERENCE

TASTE PACKAGING HEALTH FACTORS CRUCHINESS

METHODS OF UNIBIC PRICING Cost based pricing- Example: - Cashew Product

Price – 20 Pieces- 10 Per pieces – Rs.2

So allocation of cost to make 1 pcs of Cashew cookies.

Raw Material -Rs. 525%

Storage Cost-Rs.315%

Manufacturing Cost-Rs.2.7014%

Retailers Margin-Rs.210%

Store keeping Cost-Rs.1.910%

Distribution Cost-Rs.1.568%

Dilevery Cost-Rs.1.508%

Advertising Cost-Rs.1.347%

Other Cost-Rs.15%

ALLOCATION OF COST

Price Analysis

2007 2008 2011 2013 20150

20

40

60

80

100

120

140

CASHEW SF

CASHEW cookies

MB

OD

CN

F&N

AB

CHILLI

GINGER

CHANGE IN PRICE

PLACE ANALYSIS

ANDHERI

PRABHADEVI

SANTACRUZ

GHATKOPAR

MARINE LIN

ES

MULUND0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

3

89

0

4

7

4

9

2

012

6

Salesmen Opinion

Ready Stock Distributor Point UNIBIC Distribution

Churchgate Dadar Santacruz Andheri Ghatkopar Mulund0

1

2

3

4

5

6

7

8

9

10

1 1

2

1

3

1

3

7

5

3

9

2

DELIVERY TIME

Basic time Late Time

DISTRIBUTOR

DA

YS

DISTRIBUTION PROCESS

PROMOTION MODEL

Kareena12%

Hrithik roshan10%

Bipasha basu8%

Shahid kapoor

14%Imran khan

9%

Allu arjun12%

Milka singh18%

Animation11%

Others5% vote

CONCLUSION Leap & bound progress. Few loopholes in ‘Marketing Mix Model’. Solve by ‘Integrated communication’. UNIBIC have potential beat Britannia. Dark fantasy case.

THANK YOU