product mgmt project ppt

8/7/2019 Product Mgmt project ppt

1/15

Product ManagementComparison of packages of two major brands (Britannias

Good Day Chocolate Chip cookies and Parles Hide and Seek)

in bakery industry

Group 2

Swapnil Thakre (PGP25160)

Souvick Paul (PGP25102)

Devarajan CK (PGP25016)

Vinodh Raghavan (PGP25111)Sandeep K (PGP25153)


2/15

Introduction

Rs.10000 cr business

Per capita consumption 1.5-2kg

Biscuit

market - India

Britannia: Good day, Tiger, Marie, Bourbon, Cream treat

Parle: Parle G, Krack Jack, Monaco, Hide n Seek

ITC: Sunfeast

Priya Gold

Brands

Glucose biscuits share dropped from 70% to 50%

Trend towards higher value products: Cookies, Cream biscuits

Margins in higher value segment 30-40%Market share


3/15

Parle Hide and Seek


4/15

Hide and Seek

Introduced in 1998 in three flavors mint,

chocolate and orange

Re launched only chocolate flavour but mint &orange flavours taken off the market

Current packaging modified with lower prices

and better affordability rates

Available in 2 sizes 25gms and 100 gms pack

1


5/15

Packaging Information - I

Primary Package: Transparent case to place the unit product

Secondary package: Outside wrapper that carries the product

information and labels

Recent format does not have two levels of packaging

Levels

Poly propelene used as the packaging material which iscommon for the bakery products

MaterialUsed

Cuboidal shape package inside which the product is stackedsidewise to minimize breakage losses and easy stackShape


6/15

Packaging Information - II Available in 25gms and 100gms to target normal

consumers and instant snack category consumers aswell

Small Packs packed mechanically using automatedmachines and sealed using polybag sealing machines

Conveyor belts are used to seal the small packs incartons for shipping and distribution purposes

Size

Flashy purple coloured packing which attractscustomers with the whole look ofItalian chocolate chipcookies

Colour

Information about the ingredients used, nutrition

facts, mailing & emailing addresses asking forfeedback, phone number, packaging date

All this along with the brand name and directions areprinted in Hindi too.

Information


7/15

Packaging Information - III

Graphics

Perception to consumers as tasty and crispy and

chocolate not very sugary

perceived as a brand leader

mostly people regarded Britannia bourbon as its

main competitor; very few consumers know that

good day- choco chips is its competitor


8/15

Good Day Choco Chip


9/15


10/15

Packaging Information - I

Primary Package: Transparent case to place the unitproduct

Secondary package: Outside wrapper that carries theproduct information and labels

Levels

Poly propelene used as the packaging material which iscommon for the bakery products

MaterialUsed

Rectangular shape

Product is stacked horizontallyShape


11/15

Packaging Information - II

Available in 90gms pack to target children at large andpeople young at heart and health conscious

Conveyor belts are used to seal the small packs incartons for shipping and distribution purposes

Size

Good Day pack prominently displays it logo which usesred, white and green colors representing vitality, purityand freshness

Brown colored pack which gives out the feeling ofchocolate

Colour

Information about the ingredients used, nutritionfacts, mailing & website addresses asking forfeedback, phone number, packaging date

Information


12/15

Packaging Information - III

Graphics

Perception to consumers as chocolaty

Perceived as a strong competitor in chocolateflavored biscuits

The package has pic of two cookies with a

background of melted chocolate. The pic of

cookies exactly matches the real cookies thusclearly setting product expectations of the

customers.


13/15

Weak Package: Good Day Choco Chips

Doesnt cater to the instant snack purpose and

it comes across in two sizes 75gms and

100gms only

Brand name and directions only in English

Packaging graphics and colour tries to

differentiate it as a cookie but the product

neither gains momentum as cookie and hasnt

yet competed against Hide and Seek per se.


14/15


15/15

Thank you

product mgmt project ppt

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