ACCV REPORT (TOO YUMM BISCUITS)

Introduction: -

A biscuit is a small baked product, whose exact meaning varies markedly in different parts of the
world. The origin of the word biscuit is from a Latin phrase (via Middle French) meaning cooked
twice.
Biscuits were assumed to be a sick man’s diet in earlier days. Now, it has become one of the most-
loved fast food products for every age group. Biscuits are easy to carry, tasty to eat, cholesterol free
and reasonably priced.
States that have the larger intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh,
Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the most industrially-developed states,
hold the maximum amount of consumption of biscuits.

Objective of the Study:

 To analyze and forecast market size of India biscuit, in terms of value as well as volume.
 To define, classify and forecast India biscuit market on the basis of product type, sales
channel, by segmentation and regional distribution.
 To scrutinize the detailed market segmentation and forecast the market size, in terms of value,
on the basis of region by segmenting India biscuit market into four regions, namely, North
Region, West Region, East Region and South Region.
 To identify tailwinds and headwinds for India biscuit market.
 To examine competitive developments such as expansions, new product launches, supply
contracts, and mergers & acquisitions in India biscuit market.
 To evaluate competitor pricing, average market selling prices and trends in India biscuit
market.
 To strategically profile the leading players, which are involved in the supply of biscuit in
India.

5C’s: -

Customer Needs- What needs do we seek to satisfy?

Ans- Taste (Flavor), Health Factor, Variety, Package, Extra Offer, Appearance, Price, Availability.

Company Skills- What special competence do we possess to meet those needs?

Ans- Too yumm brand name as a healthy preposition, supporting hand of Virat Kohli (the fitness icon
as brand ambassador), High protein category, low cholesterol and fat, made of high quality multigrain
as ingredients. Premium packaging.

Competition- Who competes with us in meeting those needs?

Ans- Parle , Britannia, Sunfeast, Unibic, Mcvities, Biskfarm, Priyagold, Dukes, Sunder , Cadbury,
GSK

Collaborators- Who should we enlist to help us and do we motivate them?

Ans- Dieticians, fitness instructors, media influencers, bloggers, too yumm snacks Distributors and
channel partners, Our high end packaging and quality measurement team, Existing Infra for
distribution.

Context- What cultural, technological and legal factors limit what is possible?
Ans- Demographic-We have existing demographic segmentation of regions as EAST, WEST,
NORTH, SOUTH, with division in zones and territories.
Economic –
India biscuit market stood at $3.9 billion in 2016 and is projected to grow at a compound annual
growth rate (CAGR) of 11.27 per cent, in value terms, between 2017 and 2022, to reach $7.25 billion
by 2022.

Socio Cultural-
augmented disposable incomes, along with changing lifestyles, increasing awareness regarding
healthy diets and changes in food consumption patterns, are some of the other factors expected to
propel demand for biscuits over the course of the next five years.

Political and Legal-

FBMI-Established in 1950, from gathering of CEOs of small, medium and large Biscuit
manufacturing organizations in the country's capital city, the Federation of Biscuit Manufacturers of
India
IBMA-On the vital issue of Central Excise Duty, IBMA immediately swung into action to safeguard
the interests of biscuit manufacturers in the SME sector who were faced with a crisis, due to the
excise exemption limit only up-to MRP of Rs.50/per kg in the Union Budget 2007-08 proposals.

FSSAI-Food Safety and Standards Authority of India (FSSAI) is an autonomous body established
under the Ministry of Health & Family Welfare, Government of India.

Technological-
Industry 4.0 solutions will increase the productivity and quality through BOSCH, changing consumer
buying behaviour through E-Commerce. Distributor Management System,

Natural Environment-
As new technology is coming in agriculture sector we posses to encourage farmers to do high quality
farming for raw materials and in return they get a handsome value from it as we buy directly from
them.

SWOT Analysis: -

Strength: -
 Too yumm Brand name in snacks
category.
 Extensive distribution network
 Rp-Sanjiv Goenka group advantage.
 Great financial backup.
 High quality manufacturing and
packaging.
 High demand of healthy biscuit category
in niche market.
Opportunities: -
 Huge market size of $3.9 billion and is
doubling in every 5 years.
 Changing consumer preference
 Increasing demand in health category.
 Low government/law interference.
 Untapped rural market.
Weakness: -
 New entrant in FMCG business.
 Lack of knowledge in biscuit industry
 Snacks business Stability
 Less coverage and market penetration.
Threats: -
 Huge competition with great and large
turnover companies
 Competitive pricing.
 Local brands.
 Low supply chain quality as shelf life is
less.
 Low Brand awareness of too yumm in
biscuit category.
Consumer Buying Behavior Process: -

Need recognition: -Customer feels to buy a biscuit because of health constraints on other brands,
and because of changing customer behavior in their eating and snacking habits in hunger management
they want to try something new which is healthy as well as nutrients rich for every age group. Instant
snacking behavior has several products to fulfill but hey are not having health preposition.

Need is Identified: - F.E.E.S.

 F-Functional-Obesity (BMI >30) and related health problems, including coronary heart
disease (CHD), is without question a public health concern. The purpose of this study was to
modify a traditional biscuit by the addition of protein vitamin B6, vitamin B12, Folic Acid,
Vitamin C and Prebiotic fibre, while reducing salt and sugar.

 E- Economic-We have to introduced single serve low unit price packs to make our brands
more affordable for more consumers. We do not want to be limited by the mindset that
biscuits are something one has with tea. We want biscuits to substitute on-the-go products.
More occasions and reasons to eat and reaching out to a wider audience — from children at
school to the grandmother at home.

 E-Experiential or Emotional-After Having biscuit children’s get calm, Changes mood of

youngsters and Having healthy food replacement for baby bloomers

 S- Social-Making a healthy and tasty biscuit for lower end customer helps in meeting needs
of mass and for high end customers makes them feel healthy and status.

Information search: -Here customer tries to find out various biscuit’s brands available, their prices
their Availability. they can use references of their past experience of consuming biscuits or can gather
information through suggestion by friends, peers, online or digital media or by experience of wats
new in market. Which is good for me and for my health.

Evaluation of alternatives; - Customer Evaluates the biscuit brands and product they know on the
basis of its taste price dealer availability and preference.

Purchase decision: -After evaluation of alternatives the customer makes decision on which biscuit
they will buy its brand, price, place, source from where to buy and what to buy.

Post purchase behavior: - After purchasing and consuming biscuit may be satisfied with too
yumm biscuit and will buy the same next time or of they find it dissatisfying will not buy it again.

The Marketing Funnel: -

Target market: -Low Price & Low-Income Group with high nutrition value, Tea Snack & Kids
healthy nutrition snack, Health conscious Family. Higher Income Group, Fitness group. Patients
and gym going customers.

Aware (I have heard of the brand): -As too yumm is known to be a healthy baked snacks and
target audience knows about its features.
Open to trial (I am open to trying the brand but have not done so):- will position healthy
and multigrain biscuit as the same. As lots of customers are waiting for healthy packaged biscuit with
great taste.

Trier (Non rejecters have tried the brand and would use again but have not done so in
the past 3 months):-In food industry if our product is tasty and healthy then no one will stop
customer in trying it.

Recent users (Once in past 3 months, I have used the brand in the past 3 months but I
am not regular user) :-After launching in every channel and extensively will definitely get this
done

Regular user (I am a regular user, but this is not my most often used brand): After having
trials, will engage customers in frequent trials by sales and AD promotions

Most often used (I use this brand most often even though I do use other brands): After 3-
4 months of launch will engage customers to be frequent users by trade promotions and sales activity

Loyal (I always use this brand as long as it is available): our product quality is good and
tasty, Every customers need good food and great taste. At every point in quality taste and health too
yumm proved to be the best product in industry by our greatest food technology and R&D team.

Formulate Marketing strategy for your business idea: STP (Segmentation, Targeting
and Positioning)

Segmenting: -Basis of Market Segmentation

Geographic: - (By regions, by zones (combination of 2-3 districts), by cities, by villages, by

tehsils)

Demographic: -
Age: Healthy cream or designer biscuit
Matured People-Healthy multigrain biscuit.
Youth– Fitness and health conscious, gym and cardio going youths
Income: Lower income group to higher income group
Gender: For both Male & Female.

Behavioral:
Benefits-For Health Benefits; All Nutri Products, Any time…anywhere. As Much with performance
on protein, fiber less fat and cholesterol, with both high and low price
User Status– Gym and cardio going high protein biscuit, diabetic and heart disease have high fiber
and low cholesterol children’s have their health and taste prepositions.
Usage Rate-As Mentioned Anytime anywhere as Much so usage rate would be high at breakfast, tea
time, after gym or exercise, evening snacks.

Psychographic:
Too Yumm has adopted itself according to the fitness, health and lifestyle of the Indian consumers so
Too Yumm came up with a different and new product line.
Targeting:

We will target at every customer type like high low-income people, of every age group, of every
gender and for every dietary day to day activity. With One and only product differentiation is healthy
biscuits and Multigrain benefits.

Economies of Scale – Because Too Yumm has become such a big brand, it enjoys fantastic
economies of scale. A single Too Yumm distributor can distribute many different products of Too
Yumm. The fixed costs remain the same whereas variable cost increases which is always good for a
company.

Positioning:

Target Group:

Biscuit range Says that its tea time product or snacking option instead We want biscuits to substitute
on-the-go products. More occasions and reasons to eat and reaching out to a wider audience — from
children at school to the grandmother at home.

The objective was to break this myth by creating national buzz around fitness advocate. This is made
to promote healthy snacking habits to fitness or health conscious audience (Which are children, young
category and even Baby boomer’s category)

Values:

As Indians are fond of taste. When they get taste they don’t think much about the quality, hygiene and
nutrients of that food. Service class people have snacks at their offices or at the time of returning from
offices and they are habitual of having biscuit. Children’s always stubborn and insist parents to have
biscuit which they have in their mind and parents have to buy it for child’s happiness. Hence catering
audience who now have option of healthy biscuit by disrupting the biscuit space in India.

Evidence:

This NPD was based on making audience to come out of historical biscuit habit To make multi-grain
biscuit look healthy and having good taste and also, it’s having the power of multigrain. So, you can
eat it anytime anywhere as much. Too yumm Snacks already positioned itself as healthy snacking
option.

Competitors:

With high cholesterol, high fat and unhealthy snacking habits. Competitors like Parle, Britannia,
Unibic, Bisk farm, Priya gold, always promote biscuits just like a substitute of food without health
proposition. So, by disrupting the food space in India by changing snacking pattern and thoughts with
multigrain biscuit and well engaging target customers.
 Differentiation

Too
Differentiation Consideration Competitors Components
yumm
If A is better than B and sold at
Vertically No Yes Healthy and Taste
same prices
If A and B differ in ways
independent of buyers with Packaging, Ingredients,
Horizontally No Yes
respect to quality and sold at same Crispiness and nutrients
price

Outlets coverage:

COVERAGE OUTLETS IN MILLION

5
5
4 3.5

3
2
1 0.4
Coverage outlets in Million
0
Parle Britannia Too yumm
Ansoffs Matrix

Market Penetration: Existing Products in Existing Markets: -Snacks business with deep
penetration within India
Product Development: New Products in Existing Markets: Biscuit business within Country
Market Development: Existing Products in New Markets: Going globally by taking Snacks
business
Diversification: New Products in New Markets biscuit business globally

Business Share

Chart Title

9000
8000
7000
6000
5000
4000
3000
2000
1000
0
Turnover in crores

Parle Britannia Sunfeast Priya Gold Biskfarm Dukes Mcvities Unibic

Market Share
 CHART TITLE
Parle Sunfeast Priya Gold Biskfarm Dukes Mcvities Unibic Britannia

36% 37%

15%

3% 3% 4%
1% 0%

Percentage Share

5P’s

Product:
A Healthy Product with great taste
Too Yumm Brand Name
Back up of RP-SG Group with strong financial support
Product Mix

Product Mix

Children Glucose Cream Fills Snacky Digestive Coo

Mid Choco Vanilla

Designer Flavours Basic Basic range Premium Fliss fills Spicy salty Raisins & Cashew Nuts & Almonds Choclate Simp
Rs 5 Rs 5 Rs 5 Rs 5 Rs 5 Rs 5 Rs 5 Rs 5 Rs 5 Rs 5 Rs 5 Rs 5 Rs 5 Rs 5
Rs
Rs 10 Rs 10 Rs 10 Rs 10 Rs 10 Rs 10 Rs 10 Rs 10 Rs 10 10 Rs 10 Rs 10 Rs 10 Rs 10
Rs
Rs 20 Rs 20 Rs 20 Rs 20 Rs 20 Rs 20 Rs 20 Rs 20 Rs 20 20 Rs 20 Rs 20 Rs 20 Rs 20
Rs
Rs 40 Rs 40 Rs 40 Rs 40 Rs 40 Rs 40 Rs 40 Rs 40 Rs 40 40 Rs 40 Rs 40 Rs 40 Rs 40

Place: Launched Intensively in each and every channel like Retail, Wholesale, Sub D Market, Super
Stockist, Modern Trade, SSS, Institution, Railways, E Commerce,

Price:
Skimming-With premium Biscuits
Penetration-For our Low-Priced Biscuits
Competitive-With respect to competition
Promotion:
Paid-Through TV Ads, Print Media, Social Media
Owned-Ccompany blog and website, YouTube channel, or even Facebook and LinkedIn page.
Earned- Taste and quality test by consumers, Industry Experts and Public reviews like in YouTube,

Packaging:
The sample survey is classified according to the age; total 100 respondents are selected for the survey
out of which 25 respondents are selected from each age group.

Age Group Respondents

15-21 25
21-35 25
35-50 25
50+ 25

Survey Response

Age Group Respondents Yes Some Times No

15-21 25 22 3 0
21-35 25 23 2 0
35-50 25 18 2 5
50+ 25 13 2 10

Function of Packaging

Protective Function
Sales Function
Promotion Function
Service Function
Guarantee Function