Swot analysis and Marketing mix strategy
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Transcript of Swot analysis and Marketing mix strategy
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Marketing Mix StrategyFor
United BiscuitsPvt. Limited
AndSWOT AnalysisOf two Brands
Presented by :Riddhima ChandakYogesh DuggarZeeshan Mirja( MBA 2nd Semester. )
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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.
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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.
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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.
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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
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Marketing Mix StrategyFor
Parle Products
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Product
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• 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.
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Price
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• Low price with capturing of a large market.• By increase in prices, variations in sales are
there.• Profit margin : …Distributors – 4% …Retailors – 10%-12%
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Place
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• The extensive distribution network.• Available to consumers in remote and village
places also.• Factories at strategic location.• Establishment of manufacturing units in rural
areas.
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Promotion
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through,
• Advrtising : The communication spoke about the basic benefit and nutrition.
• Sales promotion : Monetary sales boost during festive seasons.
• Discounts.
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Marketing Mix StrategyFor
Britannia IndustriesLimited
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Product
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• They have variety of tastes and sizes.• There packaging is quite different from other
brands.
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Price
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• 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.
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Place
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• 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.
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Promotion
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• Tv campaigns
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Marketing Mix StrategyFor
United BiscuitsPvt. Limited
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Product
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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.
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• 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
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Features :
• Good for health.• Tasty.• The product are available in attractive packaging.• It also provides development food children.• It have all nutritional values.
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Price
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• 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.
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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/-
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Place
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• 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.
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Promotion
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• T.V. advertising.• Discount offers.• Newspapers.• Free schemes.• Reference.• Seasonal offerings.
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