Industry analysis - porter

Analysis will give competitor, market share

Diamond own analysis
Gaps identification
Options
Criteria of evaluation competition, market size, objective: profit vs. market share,
preference for cookies, positioning,

Competitors other than Parle and Britannia:
Unibic: virtually unknown Australian cookie brand, a small but significant bite from the
premium end (10%) of the Rs 16,500 crore biscuits business
Unibic went for the mid to premium end of the biscuits market, where cookies and value-
added biscuit variants fit in
placed somewhere between Britannias Good Day and expensive imported cookies
150-gm pack of Unibics cashew butter cookies is priced at Rs 34, a premium of 36%
over Britannias Good Day cashew cookies at Rs 25
ITC Foods Sunfeast Dark Fantasy is priced at Rs 25 for 100 gm, a 90-gm pack of
Unibics Choco Kiss sells for Rs 30 a 20% premium
Krafts Oreo sandwitch cookies, Britannia's Treat-O biscuit is a copy
Kraft has slashed its price tag to Rs 5 for 3 biscuits; Rs 10 for 7 biscuits; and Rs 20 for 14 biscuits
so that it is within the reach of a wider consumer base
6% of creams and cookies segment
Cookie man: sells freshly-baked cookies

Cookie Industry:
Britannia, though, thats credited with creating the cookies category in India with the
launch of Good Day in 1986.
rules the cookie market along with Parles Hide & Seek that came in 1998.
The premium end saw renewed action from mid 2005, when ITC Foods launched
Sunfeast Dark Fantasy, a premium cream biscuit. Later, Oreo from Cadbury India and
McVities from United Biscuits joined the cookie bandwagon
Rs 13,000-crore biscuits market dominated by Parle and Britannia in 2011
http://articles.economictimes.indiatimes.com/2011-03-04/news/28657273_1_biscuit-market-biscuit-
brand-oreo
According to research firm Nielsen, Indias cookies market is about Rs. 18,000 crore in
value terms and expanding at a compounded annual growth rate (CAGR) of of 35%. The
creams and cookies market is worth Rs. 8,000 crore in value terms and growing at CAGR
of 22%. http://www.hindustantimes.com/business-news/late-entrant-oreo-finds-indian-
consumer-willing/article1-866005.aspx
Oreo is making strong inroads in the premium cookies and cream category leading to
market development and growing consumption



http://www.hindustantimes.com/business-news/late-entrant-oreo-finds-indian-consumer-
willing/article1-866005.aspx
http://www.business-
standard.com/article/management/cookie-man-makes-a-grab-at-volumes-
114012001046_1.html


Online Cookie purchase:
https://www.cookieadvantage.com/AWSCart/productDetail.asp?productID=36&categoryID=
22
http://www.frontierbiscuit.com/shopping_zone.html

ITC:
Gourmet Cookies:
http://www.itcportal.com/businesses/fmcg/foods/sunfeast.aspx
Delishus
Sunfeast Dark Fantasy Choco Fills Luxuria
Sunfeast Dark Fantasy Choco Meltz
Sunfeast Delishus Nuts & Raisins

Dark Fantasy at the premium end. ark Fantasy Choco Fills has wowed the Indian consumer with its
innovative centre-filled format and high-quality packaging.
most premium offering from the portfolio of Sunfeast.
An offer that fully epitomizes the brand promise of "Pure Indulgence"
Dark Fantasy can be termed as a packaging success story. The brand has showcased the
power of packaging and its influence in the positioning and brand image. Its not the first time
that ITC has leveraged the power of packaging

Delishus
75 gm: Rs30, 150 gm: Rs 60
First Bite Experience: A bite into these cookies and you get a crisp bite with nuts &
raisin bits.
Theres nothing Gourmet about these sweet treats.
t par with Britannia Good Day butter biscuits which comes at 1/3 the price.
aste: Taste is good but not perfect. And, it has pleasant sweet after taste.
Sweetness: Just right
Recommended Combination: Chai-shai aka your daily evening tea/ Coffee. :)
Worth it or not? No. At this price point, you expect an incredibly delicious experience
and thats where Delishus fails to occupy a sweet spot.

At this price point, you expect an incredibly delicious experience and thats where
Delishus fails to occupy a sweet spot.
The Persians invented it.
The Dutch mastered it.
Sunfeast perfected it.
Generously loaded with cashews and almonds.



Mass market:
Do ppl differenciate between biscuit and cookie?
Need to make ppl aware of what cookie is?
First mover advantage
Ads to be focused in making them realized they can get cookie at such lower price
Single brand, Attractive package, multiple flavors, kids like flaovors
Flood the market with product, occupy maximum shelf space, flood with advertisements

Delishus:
Make packaging bttr, aggressive marketing required
Ppl like the packaging, but do not feel it worth the price
Ad is goodshows how the cookie is bakedgives a good feelfamily association
Improve packaging make it look more attractive similar to dark fantacy choco fills
(applauded for its packaging and taste)
Positioning: Can make it the next gift item on rakhi, buddays etc., show family bonding,
sponsor IPL and like events to make ppl aware of this brand