Taste And Preferences for

Biscuits

Group Members

Muzamil Haqmal

A-22

Noopur Seth

A-19

Sahil Sachdeva

A-24

Palaka Subhash

A-20

Contents of the case study

Summary of the caseIntroduction to Indian biscuit industryAnalysis of the case (ideas) Real Life application of Concepts Questions of the case and their answers Conclusions

References

Summary of the case study

While doing the demand analysis it is almost mandatory to study factors like consumer’s income, price of related goods and expectation about the future.

The Indian market till recently was a seller market where the product and the market dictated the terms of the trade to the customer. But the things are not the same today with open competition it has become a buyers’ market.

For the consumer non-durables like cold drink, snacks marketers realized that the market demand is governed more by consumer preference than price or income of the product. Biscuit are a good example of one of the most common and popular snack. The organized Biscuit industry is controlled by two major players Britannia holding 40% market share and Prale holding 30% market share.

Introduction to Indian Biscuit Industry

Profile of Indian Biscuit Industry: Indian biscuit industry came in to major existence and start

gaining in a sound manner in bakery industry in the later part of 20th century when the urbanized society called for a ready-made food at a reasonable cost.

Biscuit industry in India 1. Organized Sector2. Unorganized Sector Major Players in Indian Biscuit Industry:1. Britannia Industries Ltd 2. Parle Products Pvt. Ltd3. Priya Gold 4. ITC

Market Share

33%

31%

13%

3%15%

1%3%Market Share as per year 2015

BritanniaParleITCPriya GoldOthersHorlickKraft

Analysis of the case (ideas)• Completeness • Transitivity• Non-satiation

Role of taste and preferenc

es• Durables goods • Non-durable goods

Demand For Goods

and services

• Buyer’s Market• Seller’s Market

Types of market

• Population of the country• Biscuits are Consumed by all the segments of the market.

• Agriculture based industry:• Mass consumer segment

Economies of scope

Strategy and competition in biscuit in industry

Rivalry of

competitors

in indust

ry

Bargaining

power of

supplier

High power

of buyer

High threats

of substit

utes

Low Entry

barriers becaus

e

Main Issues related to the Case

Variation in taste & preference pattern

Taste and preference for innovative product

Increase in the price of raw materials

More amount of taxes to the government

Solutions and recommendationPerform a detail demand survey at regular interval

Free arrangement for customer’s feedback & suggestionsFocus to bring some more flavors and variety of schemes knowledge about its primary competitors in market

Attractive system for advertisement Undertaking promotional activities to increase awareness

Practical life application of concepts

Market segmentation ConceptTaste and preference concept

Economics of scope concept

Questions of the Case And their answers

Do you think taste and preferences is an equally important demand determinant for consumer durable goods and capital goods as it is for non-durable consumer good?

Questions of the Case And their answers

What are the other attributes other than taste and preferences the two market leaders in the biscuit industry are considering?

Questions of the Case And their answers

Is there any market segmentation as for as taste and preferences is concerned in biscuit industry?

Questions of the Case And their answers

Discuss the “taste and preferences” of modern Indians how is Britannia catering to it? Is Parle at par with its rival while catering to the taste and preferences of urban consumer?

Conclusion That Britannia Biscuits has gained acceptance by

the customer and has huge potential to expand its market share and become leaders in few of its biscuits category Britannia is most popular amongst its users mainly because of its taste, brand name and innovativeness

In today’s scenario, customer is the king because he has got various choices around him. If the company is not capable of providing consumers the desired result then the consumer will definitely switch over to the competitor. Therefore to survive in this cut throat competition, the company needs to be the best. .

References 1. Cooper Donald R. & Shindler Pamela S,

“Business Research Methods”2. Managerial Economics: Cases and Concepts By:

Sumitra Pal3. Kotler Philip, “Marketing Management”. The

eleventh edition published by Pearson Education Singapore, Pvt. Ltd, 2009

4. http://www.blog.sanasecurities.com/britannia-industries-stock-analysis/

5. http://parle.espwebsite.com/6. http://britannia.co.in/7. http://business.mapsofindia.com/india-industry

/biscuits.html