1. MARKETING ASSIGNMENT
KRAFT FOODS –
MARKETING STRATEGY
FOR INDIA
ALOK JAIN
MBA, IIT KANPUR
11/5/2011 1

2. Estimation for the next 5 year
• Current market value of biscuit industry = 12000
crore
• Average annual growth rate = 17%
• Average annual growth rate (Premium segment)=
20 – 25 %
• Taking a conservative view = 15%
• Market value after 5 years = 12000*(1.15)^5
=24136.28 crores Sales
So the net worth of premium Glucose
biscuits in the next five year= Premium
11/5/2011
12068.14 crore 2

3. Segmentation and preference
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4. No More Complaints
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5. Introducing NEWTONS
• Premium segment
product
catering “aspiring
Taste + Health
India”
Customized with
ingredients like
Almonds and Brahmi
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6. PROMOTION
• Free trial pack with Bournvita.
• Coupon with each pack and one pack free
with 5 coupons ( for consumers)
• Tea stalls to offer 2 biscuits free
• Packs of three sizes targeting ASPIRING INDIA
• Dedicated large shelf space at retail stores &
Incentives on achieving sale targets
• Advertisement in mass media
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7. Pricing and Packaging
Rs.5/-
Rs.10/-
Rs.20/-
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8. Biscuits will be rolled out in cities initially
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9. SWOT analysis
STRENGTH
WEAKNESS
•Kraft has strong brand image with over
•New entrant in Indian biscuit
170 countries all over the world
industry with such product
•Strong distribution network of cadbury
•Difficult to sustain profit margin
in India
•Nutritious and healthy innovative
biscuit
THREATS
OPPORTUNITIES
•Threats from well established
•Entry for wide range of products in
regional & local player
future
•Increasing raw material &
•To capture the growing biscuit market
distribution cost
of India
•Highly volatile market and difficult
adaptation
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10. REFERENCES
• www.kraftfoodscompany.com
• http://articles.economictimes.indiatimes.com
/2009-10-27/news/28409019_1_glucose-
biscuits-biscuit-brand-nutrichoice
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11. Thank you
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