CONTENT

Origin
About Unibic
SWOT Analysis
USP
Materials & Ingredients
Marketing Strategy
Competitors
Conclusion
The history of biscuits
The biscuit that was prepared earlier was a cake that was re-inserted in
the oven after the cake was removed from the tin. The item was named
as ‘biscuit’ because it means ‘an item that is cooked twice’ according
to French. The biscuit was originated by the French. The biscuit that
was prepared then was very hard. The biscuit then become popular
among the warriors and navigators who went for their journey. The
biscuits became very popular during the rule of King Lious XIV and
they were called stone bread. Then biscuits were prepared in order to
provide nutrition. These biscuits were known as animalized biscuits.
By the 19th century travelers used biscuits that were cakes in hard
form. Later on light and crunchy biscuits were introduced to make it
easier to chew for the consumers. People popularly in United States
used biscuits during meals. Then later on beaten biscuits became very
popular. The hard biscuits were beaten to make them softer. Anyhow
biscuits meant different for different nations. In the United States bis-
cuits are the soft cakes or breads. For Britishers it is a product from
the flour that is made sweet. Biscuit as a whole can mean different
things to different people. It may mean a cake that is made hard or a
substance that is made hard made of flour or a bread that is removed
from the oven and rolled and cut into pieces. Initially the biscuit was
used by the traveling because it was a hard substance made of preser-
vatives to avoid perishing. The people who traveled by ships and the
army soldiers used this food. It was highly nutritious as it contained
nutrition like cereals that was processed with flour. The substance was
prepared hard because it would survive under any temperature. These
biscuits were used during the Spanish Armada in 1588. Earlier the bis-
cuits were cooked out of bread by placing in the oven twice to serve
it. Earlier biscuits that was available at a reasonable price. Earlier bis-
cuits were recommended for the health purposes and hence most of
them were not sweet as recommended by physicians.
WHERE DID DIGESTIVE BISCUITS CAME FROM ?

In 1839, digestives were first developed in the United Kingdom by two

Scottish doctors to aid digestion. Digestives featured in advertise-
ments for the Berkshire-based biscuit company Huntley & Palmers in
1876, with a recipe being given in Cassell’s “New Universal Cookery Book”
of 1894. In 1851 an issue of The Lancet London’s
advertising section offered brown meal digestive biscuits. At the time,
it was asserted grain millers knew only of bran and endosperm. After
10% of the whole grain’s coarser outer-bran coat was removed, and
because the innermost 70% of pure endosperm was reserved for other
uses, brown meal, representing only 20% of the whole grain, remained,
consisting of about 15% fine bran and 85% white flour.[8] By 1912 it was
more widely known that brown meal included the germ, which lent a
characteristic sweetness.

In 1889, John Montgomery of Scotland filed a U.S. patent application,

which was granted in 1890. This patent asserted a prior patent existed
in England dated 1886. The U.S. patent, titled “Making Malted Bread”,
included instructions for the manufacture of digestive biscuits. Mont-
gomerie claimed this saccharification process would make “nourishing
food for people of weak digestion
ABOUT
A
eading cookie brand in Australia for 40 years, they pride themselves for
crafting
cookies that are a cut above the rest. Having already taken Australia, New
Zealand and
United Kingdom by storm.
Unibic, came to India in 2004 with the iconic Anzac and Bradman cookies. Over
the years, Unibic has grown its range to over 30 variants and has been regularly
introducing fresh & unique flavours to cookie connoisseurs around the world.
Headquartered in Bangalore, Unibic is known for its rich and flavoursome cook-
ies that take a bite of the premium cookie market.
Unibic offers a wide portfolio of products that can be broadly categorised as
chocolate,
butter, milk, savoury & health. But that tells only a part of the story. Even in a
category like butter, the choice ranges from the classics like Butter Cookies and
Cashew to the unique Doosra Chilli Butter Cookies.
Unibic’s promise of more is amply demonstrated in every product. For example,
Choco Chip has 21% chocolate, one of the highest in the market while Butter
Cookies contain 9.4% real butter, almost double the nearest competitor.
PRODUCTS
Daily digestive
digestive Ragi digestive Multigrain
The powerful nutrition of Ragi , providing Feel energized throughout the day- packed with
26% daily fibre requirement for an invidual. the benefits of 5 cereals and boosting you with
Amazing taste balanced by fibre. Ingredi- 50% daily fibre input. Ingredients: cereal products
ents: wheat flour, edible ,vegetable oil (palm) (35%)(wheat flour oats,ragi rice com), sugar, dry
sugar, rolled oats 8%, liquid glucose ,wheat fruits, (13%) (black currant, papaya, cranberry),ed-
bran 3%,milk solids ,leavening agents salt. ible vegetable fat oat fibre (4%) almond bits (4%)
butter desiccated coconut powder, wheat bran,
liquid glucose, honey(2%), date syrup (1%),eaven-
ing agents(E 503ii, E500 ii), emulsifier (E 322 from
digestive ajwain soya ), salt vitamins and minerals.
The taste of every Indian household’s favourite spice,
now also packing 34% daily fibre input. . Ingredients:
wheat flour, edible vegetable oil (palm), sugar Rolled
oats(7.2%),(dietary fibre), golden syrup wheat bran
(2.5%) ajwain (1.5%) milk solids, leaveninnng agents digestive Ajwain Sugarfree
(E503 ii,500 ii), salt emulsifier(E322 from soya).
The tasty, healthy Ajwain cookie without
any sugar. . Ingredients: wheat flour, edible
vegetable oil (palm), sweetener (E965-malt-
itol), Rolled oats(7.2%),(dietary fibre), wheat
bran (4.5%), ajwan (1.5%), maltodextrin, malt
extract, leavening agents (E503 ii, E500 ii),
digestive Oatmeal black cumin (kala jeera) (0.5%), fenugreek
A tasty and healthy package of vitamins, seed extract salt, emulsifier (E322 from soya
minerals and providing 26% daily fibre re- and E472e), gum (E415).
quirement for an individual. Ingredients:
wheat flour, edible vegetable oil (palm), sug-
ar Rolled pats (8%), liquid glucose, wheat
bran (3%), milk solids, leavening agents
(E500 ii, E503 ii) salt, emulsifier (E322 from
soya ), contains gluten, milk and soy.
 Breakfast Special Daily Favorites Nuts Range

Milk
Honey Oatmeal Fruit & Nut
Milk Orange
Multigrain Cashew
Butter
Breakfas Pista Badam
Chilli Butter
Kesar Cashew Badam
Jeer
Choco & Indulgence
Health Range Sugarfree Snack Bars
range

Sugarfree Oatmeal Oatmeal Choco

Choco Chip My Healthy Rage Sugarfree Butter Fruit & Nut
Choco Nut My Healthy 40% oats Sugarfree Multigrain Fruit & Nut Choco
Choco Ripple My Healthy Rice & corn Sugarfree Cashew Almond & Oats
Choco kiss Sugarfree Choco Swirl Choco Nutty Nut
Choco Hazelnut Sugarfree pineapple Meetha Pan
 .Wheat Flour

.Rolled Oats

.Sugar and Syrups (Sucrose , Brown Sugar,

Honey , Liquid Glucose)

.Fats & Oils (Butter , Margarine)

.Emulsifiers (Lecithin , Egg Powder)

.Dairy Product (SMP, Butter)

. Dried Fruit & Nuts (Black Current,

Cashew, Almond)

.Flavor and Flavor enhancer

(Vanillin, Caramel, Cocoa Powder)

.Non-nutrient Additives

.Water

.Common Salt

.Sodium Bicarbonate

.Ammonium Bicarbonate

.Colorant (Annatto)

.Chocolate & Cocoa

(Chocolate chips and Cocoa Powder

Materials & Ingredients

 Manufacture of Unibic’s cookies

Raw materials (Depends on product)

1st stage-Addition of sugar, Butter, SMP, Water 50%

2nd stage- Addition of wheat flour,

chemical and water

3rd stage – Addition of chocolate chip/

oats / nuts (as per requirement)

Dough making

Collecting to trolley

Putting to passing conveyor

Wire cut hopper

Weight setting

Baking

Cooling on conveyor

Metal detection

Putting in tray

Packing with metalized wrapper

Bulk packing in cartoon or Box

Storage
 STRENGHT WEAKNESS
1. Good quality product 1. Loos packing leads to
2. Variety in product breaking of cookies in the
Offers variety products packet which is then goes
in different Sizes under for damage
its brand 2. Breakage of biscuits
3. an exericnccd team while delivering to retailers
of sales and 3. Improper an irregular
supply
4. Marketing executive
customer confidence 4. Lack of schemes for
retailers and distributors

S W
 OPPORTUNITY THREAT
1. Promotion activity Threats are the other FMCG
should be more as Company like parle G And
many of the company britaannia who are with the
mainly depends
on the promotion like same cookies Product which
advertisement, will be a great for UNIBIC.
sponsoring ,paper ad, etc.
2. Retaining loyal retailer or
wholesalers
3. Can go rural as that
market is also
expanding more and
more

O T
USP

Unique Selling Point

Unibic is making sure of the health of their customers. Unibic’s digestive
biscuits maintain bowel health and lower the cholesterol level in the body.
These sugar free biscuits helps controlling the blood sugar level too.
Fibre filled Unibic’s digestive biscuits are aiding in achieving healthy
weight.Unibic promises best taste of digestive biscuits and chocolate
cookies. Unibic ensures that your health stays good and uses harmless
ingredients in all of their products.
Marketing Strategy
MARKETING SEGMENTATION

Demographic Segmentation
Income Group . UNIBIC went for the upper mid to premium end consumers whose
income is high, where cookies and value-added biscuit variants fit in-between
priced between 10 to 35.For instance, a 150-gm pack of Unibic cashew butter cook-
ies is priced at 34. Similarly, a 90-gm pack of Unibic Choco Kiss sells for30.Unibic
has one product named butter cookies priced at Rs.10. Age-It caters to all age
groups irrespective of their age. Its products vary in termsof pricing and packaging
for mats to cater to the unique needs of each segment.

Geographical Segmentation
UNIBIC products includes Bradman chocolate chip cookies, Anzac oatmeal Cook
cookies, and butter, butter-cashew, choconut and Jams cookies, Unibic India is now
getting into healthy products like sugar-free and digestive oatmeal cookies as well.
Region-wise-Unibic is lining up with new products such aschyayanprash based
anda sugar-free cookies, even as it works on growing reach among the top 20%
population towns. The target is to eventually have a pan-India presence, especially
by increasing retail reach in north Indian cities such as Jaipur and Chandigarh, and
in cities such as Pune and Nasik in the West, by the end of the current financial year.
The company is also considering a foray into other segments such as breakfast of-
ferings on the ‘health’ platform. Having strengthened the brand in the southern and
western regions, the company will now focus on the northern and eastern markets.
Market Size

Cookies constitute around 30 per cent of the total biscuit market -- which is estimat-
ed to be between Rs 25,000- 27,000 crore -- and is growing at twice the rate of the
biscuit industry.
Unibic has a strong presence in South and close to 60 per cent of its sales come from
the region.
In the premium-end, in the four markets of South, we have double digit market share.
Our presence in the North, East and West is much smaller. We plan to improve our
footprint in these three areas that we are not that well available in,” Sen said.
The company, backed by private equity investor Peepul Capital, has 21 variants of
cookies under five categories with presence in 2,00,000 outlets.
We have 900 distributors and close to 60 per cent of our volume comes from tradi-
tional trade. We will expand by putting feet on the street in the areas we are under
weighted, in terms of market share and try and garner market share there. Our target
would be to reach half a million outlets in couple of years,” he said.
It is also keen to tap opportunities in rural areas and has launched launched three Rs
10 brands for these markets.
Unibic plans to grow its indulgence portfolio by introducing products in certain price
points where it is not available and is also eyeing opportunities in the health space.
The company, which has been growing at a CAGR of 50 per cent and 4.5-5 times the
market rate, recently added a fifth manufacturing line at its facility at an investment of
Rs 12 crore.
We just invested a fifth line at an investment of Rs 12 crore which takes our capacity
to 100 tonnes a day. We are looking at adding at least one new line every year.
We are still looking at whether we should invest ourselves or look at contract packing
facilities. If we were to invest in capacity ourselves, we would need an investment of
Rs 50-60 crore in next five years,” he said.
It exports its products to 12 countries which contribute to around 5 per cent of the
revenues and is looking to expand its footprint to other regions with large Indian dias-
pora.
 Market size

Others
Priya gold 2%
7%

Mcvities Parle
8% 38%

Unibic
18%

Britannia
Sunfeast 23%
18%
 Competitors

Parle

.. Low price

..Sizable market shere

Variety of products

..
Deep & effective coverage
Laeges distribution system
Better Understanding of consumer psyche

britannia

..
Around 120 years in the industry.
India’s mostn trusted brand with strong

..
brand recall.
Major share in biscuits industry.
Innovative products for health conscious
people like oats and porridge, nutri choice
biscuits for diabetes patients, vita marie
gold, ets.
.
Sunfeast

.
Low cost

.
Good advertising and visibility

.
Good product quality and packaging
Celebrity brand ambassador

.
Mcvities
The company’s name and its popularity are

.
one of the various strengths of the company.
Wide networking and advertisements also
provide the company a huge growth to

..
compete in the market.
People trust the quality of their products.
First choice of all the people of different
age groups
Unibic survey
Pie chart divided into sectors

Age

93.3% Below & 17

18 - 27
28 - 40
41 - 55
56 & above

Gender

48.1%

Female
Male
51.9%
Prefer not to say
 Biscuits buy in a month

Daily
5.8%
weekly
73.1% never

21.2%

People knows the brand “Unibic”

9.6%

30.8%

Yes
No
Maybe

59.6%

People are willing to try a new brand like Unibic

13.6%
65.9%
Yes
No
20.5%
Maybe
People know about Unibic through these media

36.7%
TV add
Hoarding,poster
30.6% social media

32.7%

Biscuits do people like to eat

10.2%

51.%
Digestive biscuits
Flavour biscuits
namkin biscuits
Cream biscuits
Chocolate cookies 32.7%

Chocolate
Conclusion
Unibic targets all age groups including children, youngsters and old people. Unibic
targets all genders as it sells food product which is consumed by everyone. As per
the survey I conducted through social media, the people buy this kind of product
for various reasons like Taste, Packaging, Ingredients, Flavors etc. People buy di-
gestive biscuits for various purposes. For example, old people buy this biscuit for
easy digestion. Young generation buy this biscuits for the amount of fiber in it.
Children buy this biscuits for its attractive packaging. These biscuits are preferred
with Tea. Many people buy this product while travelling as it is carried easily and
have various flavors. When people arrange get together they offer these biscuits.

These biscuits are praised whoever tasted it. Mostly people don’t recognize this
new brand called UNIBIC=== Forms response chart. Question title: Age. Number
of responses: 52 responses..
 Unibic
Campaingn

Campaign