Strategic Analysis of Target Offering Market Domain Introduction to Biscuit Industry in India: Biscuit industry contributes around Rs 8000 Cr to FMCG industry. Biscuit industry in India in the organized sector produces around 60% of the total production, the balance 40% being contributed by the unorganized bakeries.Biscuits is set to register value growth of 19% in 2013 to reach sales of Rs180 billion. Cookie, with a value growth of 34% in 2013, is set to register the fastest growth within biscuits
taken a calculated risk. ITC stuck to category favorites like Glucose, Marie and Bourbon cream. Along with that, it also launched innovations such as orange-flavored Marie, Marie light and butterscotch-flavored cream biscuits, Sunfeast Milky Magic, Sunfeast Snacky and Sunfeast Golden Bakes.
Since a very long time, Parle’s mantra has always been about repositioning the brand without changing the appearance and feel of the product. They have kept their designs for many products in the classic old wrappers and enjoyed success because of it. The illustration of the little girl on the Parle G packet remains the same after so many years and has become synonymous with the brand name. Parle continues with its G for Genius campaign which it started following after 1980s. In past one decade
ITC Limited: The diversified business of ITC limited, a conglomerate includes: Fast Moving Consumer Goods (FMCG), Hotels, Paperboards & Packaging, Agri Business and Information Technology. ITC was established in 1910 as Imperial Tobacco Company and later renamed to Indian Tobacco Company Limited in 1970, I.T.C Limited in 1970 and ITC Ltd in September 2001. The organization is a part of the Forbes 2000 list. Social Responsibility initiatives: E-Choupal: E-Choupal is an initiative taken by ITC to
Table of Contents C:UsersKiran MCDesktopMarketingProject.docx - _Toc406225013 OREO INTRODUCTION 2 MARKET SHARE AND SIZE 2 SITUATIONAL ANALYSIS 2 PESTEL ANALYSIS 2 OREO SWOT ANALYSIS 3 STP ANALYSIS OF OREO 4 MARKETING MIX OF OREO 4 MARKETING STRATEGY IN BRIEF 4 COMPETITOR ANALYSIS 5 MAJOR COMPETITORS 5 STRENGTHS AND WEAKNESS OF COMPETITORS 5 PRODUCT COMPARISON 6 OREO- DIGITAL MEDIA STRATEGY: 7 BE ORIGINAL AND CREATIVE 7 BE EMOTIONAL 8 BE HUMOROUS 8 BE PROVOKING 9 REFERENCES 10 Oreo Introduction