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Marketing Management Of Biscuits – Business Studies Project

INTRODUCTION

“Biscuit” covers a wide range of flavour baked products, though it is generally an unleavened cake or bread, crisp and dry, and in a small, thin, and flat shape. It has several cultural meanings. In the united states, a biscuit is a soft, thick scone product or a small roll similar to a muffin. The British biscuit is equivalent to the American cookie and crackers. These latter terms are relatively modern. “Cookie” comes from the eighteen-century Dutch word koekje, diminutive of koek (cake). “cracker” is a North American term that also came into use in the eighteen century, connoting the sound of water as it was chewed or broken (at this time; cracker” was also used to mean a firecracker or noisy person or object) Biscuit have evolved from different aspects of baking practices such as tarts, pastries, shortcake, and sugar confectionery.

MARKETING MANAGEMENT

Marketing management is the directing of organization resources to develop and implement the best possible strategy to reach its desired consumer segment to maximize sales of a particular product or service.

5 MARKETING MANAGEMENT CONCEPTS

  • PRODUCTION CONCEPT
    The production concept is used when demand for a product is higher than its supply. The philosophy here is that “ supply creates its demand.”Therefore, the focus is on manufacturing more products to make sure it’s widely available.
  • PRODUCT CONCEPT
    Contrary to the production concept, this concept assumes consumers value products of a higher quality as opposed to price and availability. Therefore the focus is more on quality and less on quantity. The product concept is that if you’re selling a product of great quality, minimal marketing will be required to sell it.
  • SELLING CONCEPT
    Where the production and product concepts focus on manufacturing, the selling concept focuses on the making of an actual sale. The number one focus for the manager is to make money no matter the quality needs to consumers supply, on-demand. Because of this, the selling concept entails very aggressive marketing.
  • MARKETING CONCEPT
    The marketing concept works on the philosophy that consumers buy products that fulfil their needs. A manager that takes the marketing approach will conduct extensive market research to determine the needs of consumers and how to fulfil them better than its competitors.
  • SOCIETAL CONCEPT
    Marketing managers with this approach are also concerned about the well-being of society and feel a responsibility to tend to the world around them. The societal concept creates a balance of social and environmental welfare, customer, relationships, and sales.

4Ps

PRODUCT

The product is either a tangible good or an intangible service that seems to meet a specific customer’s need or demand. All products follow a logical product life cycle and marketers need to understand and plan for the various stages and their unique challenges. It is key to understand those problems that the product is attempting to solve. The benefits offered by the product and all its features need to be understood and the unique selling proposition of the product needs to be studied. In addition, the potential buyers of the product need to be identified and understood.

PRICE

Price covers the actual amount the end-user is expected to pay for a product. How a product is priced will directly affect how it sells. This is linked to what the perceived value of the product is to the customer rather than an objective casting of the product on offer. If a product is priced higher or lower than its perceived value, then it will not sell. This is why it is imperative to understand how a customer sees what you selling. If there is a positive customer value then a product may be successfully priced higher than its objective monetary value in the eyes of the consumer, then it may need to be underpriced to sell. Price may also be affected by distribution plans value chain costs and mark-ups and how competitors price a rival product.

PROMOTION

The marketing communication strategies and techniques all fall under the promotion heading these may include advertising, sales promotion, special offers, and public relations. Whatever the channel used, it must be suitable for the product, the price, and the end-user it is being marketed to. It is important to differentiate between marketing and promotion. Promotion is just the communication aspect of the entire marketing function.

PLACE

Place or placement has to do with how the product will be provided to the customer. Distribution is a key element of placement. The placement strategy will help assess what channel is the most suited to a product. How a product is accused

WHY DID I CHOOSE BISCUITS?

Biscuits are consumed throughout the world for their nutritional values and also can be stored for longer durations. Biscuit manufacturing is a major processed food sector. Biscuits are available in a wide range of shapes, fillings, colours, and toppings and are hence accepted by consumers of all age groups. Major and minor ingredients used during the manufacturing of biscuits play an important role and the chemistry behind them must be well understood by biscuit manufacturers to maintain quality and avoid batch variations. The method of manufacturing used nowadays is either a fully automated or semi-automated plant in the organized sector but it is fully dependent on humans in the unorganized sector. Apart from the method of manufacturing, packaging also plays multiple roles, that safeguard the product from contamination and attract the consumer.

COMPETITORS

OREO BISCUIT

The “Oreo Biscuit” was first developed and produced by the National Biscuit Company (today known as Nabisco) in 1912 at its Chelsea, Manhattan factory in the current-day Chelsea market complex, located on Ninth Avenue between 15th and 16th streets. Oreo is a sandwich cookie consisting of two (usually chocolate) wafers, with sweet cream filling. Introduced in 1912, Oreo is the best-selling cookie brand in the united states. As of 2018, the version sold in the U.S is made by the Nabisco division of Mondelez International. Oreo cookies are available in over one hundred countries. In some countries, such as the united kingdom, they are referred to as Oreo biscuits. Many varieties of Oreo cookies have been produced and limited-edition runs have become popular in the 21st century.

MARIE GOLD

A Marie biscuit is a type of biscuit similar to a rich tea biscuit. It is also known as Maria, Marion, Map, and Marietta, amongst other names. The biscuit is round and usually has the name embossed upon its top surface, the edge of which is also embossed with an intricate design. It is made with wheat flour, sugar, palm oil, or sunflower seed oil and unlike the rich tea biscuit, is typically vanilla flavoured. The Marie biscuit was created by the London bakery peek Freans in 1814 to commemorate the marriage of the Grand Duchess Maria Alexandrovna of Russia to Duke Edinburgh.

Tagline/slogan                  Tea time Mein Jan daal de
USP                                     Healthy tea time biscuit

BOURBON BISCUIT

The Bourbon biscuit is a sandwich style biscuit consisting of two thin rectangular dark chocolate flavoured biscuits with a chocolate buttercream filling. The biscuit was introduced in 1910( originally under the name “Creola” ) by the biscuit company peek fans, of Bermondsey, London, the originator of the Garibaldi biscuit. The Bourbon name dating from the 1930s comes from the farmer French royal house of Bourbon a 2009 survey found that the Bourbon biscuit is the fifth most popular biscuit in the united kingdom for dunking into tea these biscuits are also popular in India. The small holes in bourbon biscuits are to prevent the biscuits from cracking or breaking during the baking process, by allowing steam to escape.

Tagline    Andar se kuch, bahar se kuch
USP          thick, rich, and delicious chocolate packed between two crunchy chocolate biscuits.

PARLE-G

Parle-G is a brand of biscuits manufactured by parle products in India. A  2011 Nelson survey reported it is the best-selling brand of biscuits in the world. Parle products were established as a confectionery maker in the vile parle suburb of Mumbai, in 1929. Parle products began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gulco brand of biscuits as an Indian alternative to British branded biscuits primarily eaten as a tea time snack, Parle-G is one of the oldest brand names in India.

Tagline  G means Genius, Aao Banaye Kal ke Genius

USP        India’s most trusted top of the mind brand

GOOD-DAY

Britannia Industries Limited is an Indian food and beverage company. Founded in 1892 and headquartered in Kolkata, it is one of India’s oldest existing companies. It is now part of the Wadia Group headed by Nusli Wadia. The company sells its Britannia and Tiger brands of biscuits, bread and dairy products throughout India and in more than 60 countries across the world Beginning with the circumstances of its takeover by the Wadia group in the several controversies connected to its management.

Tagline   Iska toh Gaya Re Good Day

USP         Healthy biscuits with cashew and butter

MY PRODUCT

NAME: CHOCO SNACK

LOGO: ILLUSTRATED BELOW

TAGLINE: for your love sweetness

USP: A perfect combination of sweer flavours of tutty fruity and chocolate.

LABELLING

The display of information about a product on its container, packaging, or the product itself is known as labelling. For several types of consumer and industrial products, the type and extended information that must be impacted by a label are governed by the relevant safety and shipping laws.

Six qualities of a label design

  • The right material
  • Colours that POP
  • Great Graphics
  • Readable, eye-catching fonts
  • Supershape
  • Fabulous finish

GRADING

Grading is the process of sorting individual units of a product into well-defined classes or grades of quality. The goods are graded or sorted out into different lots by the specified standards. The established standard lays down the grades of the product. In the case of manufactured goods, goods can be of uniform quality. But agricultural products like fruits and vegetables, etc, vary in quality, therefore, classes or grades of quality are set and different units of the product are stored into the established standard grades thus, grading involves the division of products into classes made up of units possessing similar characteristics of size and quality and standardization to refer to the process of setting up basic measures or standards to which the product must conform and taking steps to ensure that the good produced adhere to these standards. Standards reflect desirable features of a product in terms of its design, weight, colour, etc.

PACKAGING

Packaging refers to the act of designing and producing the container or wrapper of a product. Levels of packaging. It plays a very significant role in the marketing success or failure of many products, especially non-durable consumer products. These areas are below

  • PRIMARY PACKAGE
    it refers to the product & immediate containers. In some cases, the primary package is kept till the consumer is ready to use the product
  • SECONDARY PACKAGING
    It is the additional packing given to a product to protect it such packing is retained till the consumer wants to start using the product.
  • TRANSPORTATION PACKAGING
    It refers to packages essential for storing identifying or transporting, for example, the use of corrugated boxes, wooden crates, etc.

CHANNELS OF DISTRIBUTION

The distribution channel is a chain of business or intermediaries through which a good or service passes until it reaches the end consumers. It can include wholesalers, retailers, distribution, and even the internet itself. Channels are broken into direct and indirect forms, with a “direct” channel allowing the consumer to buy the good from a wholesaler or retailer. The first channel is the longest in that it includes all four, from producer to the consumer the wine and adult beverage industry is a perfect example of this long distribution channel. It operates in what is known as the three-tier system meaning the winery is required by law to first sell its product to a wholesaler, who then sells to a retailer the retailer, in turn, sells that product to the end consumer the second channel is one where the producer sells directly to a retailer who then sells the producer’s product to the end consumer. This means the second channel contains only one intermediary. The third and final channel is direct to consumer model where the producer sells its product directly to the end consumer.

SWOT ANALYSIS

SWOT analysis is an analysis framework used to evaluate a company’s competitive position. It’s a tool that identifies the strength, weaknesses, opportunities & threats of a business.

STRENGTH
they describe what an organization excels at & separate it from the competition. Things like a strong brand, loyal customer base, strong balance sheet, unique technology, and so on.

WEAKNESSES
It stops an organization from performing at its optimum level. They are areas where the business needs to improve to remain competitive things as higher than industry average turnover, high level of debt, an inadequate supply chain, or lack of capital.

OPPORTUNITIES
It refers to favourable external factors that an organization can use to give it competitive advantages.

THREATS
It refers to factors that have the potential to harm an organization

PERMISSION & LICENSES

  • FOOD SAFETY AND STANDARDS AUTHORITY OF INDIA (FSSAI)
    The food safety and Standards Authority of India (FSSAI) is an autonomous body established under the ministry of health & family welfare Government of India. The FSSAI has been established under the food safety and standards act, 2006 which is consolidating statutes related to food safety and regulation in India FSSAI is responsible for protecting and promoting public health through the regulation and supervision of food safety.
  • INDIAN STANDARDS INSTITUTE/ BUREAU OF INDIAN STANDARD CERTIFICATION
    The Bureau of Indian Standards (BIS) is the national standards body of India working under the aegis of the ministry of consumer affairs food & public distribution government of India. It is established by the Bureau of Indian Standards Act, 1986 which came into effect on 23rd December 1986. The minister in charge of the ministry or department has administrative control of the BIS the ex-office president of the BIS. The organization was formerly the Indian Standards Institution (ISI) set up under the Resolution of the department of Industries and supplies NI.1 std (4) 45, dated 3 September 1946. The ISI was registered under the Society’s registration act, 1860.
  • AGMARK CERTIFICATION
    AGMARK is a certification mark employed on agricultural products in India, assuring that they conform to a set of standards approved by the Directorate of Marketing and inspection and attached office of the department of agriculture (operation and farmers welfare under the ministry of agriculture & farmers welfare an agency of the government of India. The AGMARK head office at Faridabad was enforced in India by the Agricultural produce (grading and marketing) Act of 1937 (and amended in 1986). The present AGMARK standards cover quality guidelines for 222 different commodities spanning a variety of pulses, cereals, essential oils, vegetable oil, fruits and vegetables, and semi-processed products like vermicelli.
  • OTHER
    Health and trade licenses
    Environmental clearance, etc.

BRANDING

The process involved creating a unique name and image of a product in the consumer’s mind, mainly through advertising campaigns with a consistent theme. It aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

  • Branding promotes recognition
  • A brand sets us apart from the competition
  • Branding sets expectations
  • A strong brand adds value

WAREHOUSING

Warehousing is a key component of the overall business supply chain. The supply chain consists of the facilities and distribution options for the procurement of materials from the manufacturer to the customer and all points in between including the production of materials into components and finished products and then the distribution to customers. The economic benefits of consolidation and break-bulk are to reduce transportation costs by using warehouse capability to increase shipment economics of scale. The storage housing would be a centralized system for our product. It would act as a master storage zone. There would be smaller storage houses as per the regions. This smaller storage house will directly report to the centralized storage house. The smaller storage house would be responsible for distributing to all the major whole sellers and retailers in the specific regions.

TRANSPORTATION

Weekly orders would be dispatched for local retailers and shop owners from the centralized distribution centre while monthly stock would be updated at the centralized stock centre. Depending upon the location quantity and availability, a mode of transportation would be selected.

SOCIAL MESSAGE

  • We’ll use original cocoa to manufacture our product for the benefit of the society no artificial chocolate flavourings will be added
  • An adequate percentage of our profit will be donated to physically disabled people.
  • Every year some of the biscuit packs will be distributed to orphanages for free.
  • All employees’ temperatures will be checked daily before entering the work premises. All the equipment’s machines and factory area will be sanitized twice a day.
  • It will be compulsory to wear masks. Face shields and gloves for all the employees.
  • The packaging will be made of recycled paper instead of plastic.

PROMOTIONAL SCHEME

  • A supersaver pack of 1 kg, 500 gm
  • Free stickers for kids along with a biscuit pack
  • Complete gift packings/special festival packs
  • Gift coupons and value points for discounts
  • Young celebrity endorsement
  • Free sample of 10 gm for initial promotion
  • Masks will be distributed with our logo for promotion as well as societal welfare
  • Covid-19 awareness camps will be organized in various societies and residential areas
  • Online sessions will be organized for kids and their parents to provide tips for good health followed by a giveaway.

SURVEY QUESTIONS

Queries

  • Why do you prefer eating biscuits?
  • Timepass
  • Snacks
  • When hungry
  • Any other
  • Which brand of biscuits do you like to eat?
  • Britannia
  • Nutra choice
  • Marie
  • Sun feast
  • Any other
  • Which brand of biscuits do you like to eat more?
  • Britannia
  • Nutra choice
  • Marie
  • Sun feast
  • Any other
  • Which biscuits are best according to you?
  • Britannia
  • Nutra choice
  • Mc votes
  • Marie
  • Sun feast
  • Any other
  • How many times a day do you eat biscuits?
  • Once
  • Twice
  • Thrice
  • More than 3 times
  • Who all from your family eat biscuits?
  • All
  • Father
  • Mother
  • Children
  • Any other

  • Which biscuits is your family favourite?
  • Oreo
  • Dairy milk
  • Parle
  • Bournville
  • Any other
  • Which biscuits do you prefer for your dog?
  • Pedigree
  • Fruit tables
  • Lucky dog
  • Mini naturals
  • Any other
  • What nutritional facts do you look for while purchasing biscuits?
  • Energy
  • Protein
  • Fibre
  • Carbohydrates
  • Calcium
  • Iron
  • Trans fat
  • Fat
  • Any other
  • Which biscuit do you like?
  • Choco biscuits
  • Cream biscuits
  • Bun biscuits
  • Where you will buy biscuits?
  • Food courts
  • Supermarket
  • Bakers
  • Any other

  • Which biscuit do you prefer to give your children or anyone for breakfast?
  • Oreo
  • Dairy milk
  • Parle
  • Bournville
  • Any other
  • Which brand of biscuits do you eat?
  • Britannia
  • Mc votes
  • Nutra choice
  • Marie
  • Sun feast
  • Any other
  • How will eat you your biscuits?
  • With milk
  • With coffee
  • With tea
  • Any other
  • Have you seen a manufacturer of biscuits any time?
  • Yes
  • No
  • Do you have a habit of preparing biscuits at home?
  • Yes
  • No
  • Which type of biscuits do you like?
  • Salty
  • Sweet
  • Sugarless
  • According to you which sugarless brand biscuit do you like?
  • Marry light
  • Sun feast light
  • Marry gold
  • Any other

  • According to you which sweety brand biscuit do you like?
  • Good day
  • Marry
  • Horlicks
  • Parle
  • Any other
  • According to you which salty brand biscuit do you like?
  • Monaco
  • Krack jack
  • 50-50
  • Anu other
  • According to you which cream biscuits brand do you like?
  • Oreo
  • Vega cream
  • Sun feast
  • Bourbon
  • Any other

CONCLUSION

From this marketing research, I have understood the importance of marketing mix. I have learned to take the decisions regarding the 4PS of making the following things too

  • Gathering information and analyzing the market
  • How to design a product
  • Branding, labelling, and packaging of the product
  • Pricing of product
  • Marketing and promotion of a product, etc.

CERTIFICATE

This is to certify that class —of—-school, has completed his project under my school supervision. He has taken proper care and shown utmost sincerity in the completion of this project. I certify that this project is up to my expectations and as per the guidelines issued by CBSE.

Teacher’s Signature                                                                                                            Examiner’s   Signature

ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher—well as our principal who gave me the golden opportunity to do this wonderful project on the topic of Marketing Management which also helped me in doing a lot of research and I came to know about so many new things. I am thankful to them. Secondly, I would also like to thank my parents and friends who helped me a lot in finalizing this project within the limited time frame.

BIBLIOGRAPHY

  • INTERNET

https://www.foodreference.com/html/a-biscuit-history-1008.html
https://www.google.co.in/search?q=oreo+biscuits&ie=UTF-8&oe=UTF-8&hl=enin&client
https://www.google.co.in/search?q=marie+gold+biscuits&ie=UTF-8&oe=UTF-&hl=en-in&client=safari

  • Teachers
  • Friends and family
  • Books and CBSE guidelines.
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