Category Biscuits

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Category- Biscuits

• Sukruta Alluri( 101)
• Smriti Dhingra(82 )
• Rohan Bhange(142)
• Siddhart Kavadia(144)
• Ritambhara Sharma(103)

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Biscuit Market in Rural India

• Strength of Market
• Size of Market
• Categories
• Major Players

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Market Leader -Parle G

• Inception-1929
• Market leader in Biscuit Segment
• with 40 share
• The extensive distribution network.
  
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Snacking habits in Rural India

• Biscuits
• With tea
• For guests
• Mini breakfast

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Distribution and Availability

• Parle G has unmatched distribution network
• Even though Parle G gives lesser
• margins to the seller,
• more preferred because
• of huge volumes
• sold.

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Consumer Insight

• Whatever is recommended by the doctor is
  unquestioned.
• Distinctly comfortable position in consumers
  psyche built over decades.
• Old is gold.

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Main barriers for other brands

• Parle G
• Low awareness
• Weak distribution
• Unorganized sector
• Mindset

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Closest Competitors
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Closest Competitors

• Locally manufactured biscuits.
• Unpacked baked items (eg khari and rusk).
• Freshly fried items ( eg vada pao, bhajji,
  samosa)

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Tiger

• Biggest Competition is Parle G
• Relatively New (1995), hence low consumer
  loyalty
• Offers higher margins to sellers
• A lot of offers to increase sales

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Plan for Tiger

• Positioning Add aspiration value, make it
  something that people would want to buy.
• Packaging Small size, Rs.2 needed!
• Radio Sponsor most popular show, benefits of
  Tiger Biscuits after a talk from the DOCTOR
• Mascot meeting kids, giving out free biscuit
  packets in schools/haats)
• Maha Tiger! District level cricket matches
  (Solan Tigers vs Mandi Tigers).
• Festivals Langar, distribute non packaged, open
  tiger biscuits, keeping the religious sentiments
  in mind.
• Pilot project Childrens education programme,
  with Tiger sponsoring their books, and the TIGER
  mascot printed on the books

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Thank You