PILLSBURY COOKIE CHALLENGE
WHAT ARE THE CHANGES THEY HAVE DONE FOR INDIAN MARKET?
Pillsbury cookie in the U.S. it has fiber. In India they have calcium because that is what they are looking
for. The launch of Pillsbury Cookie Cake in November 2016, the brand’s objective is to deliver delicious
ready-to-eat snacks to families to create tasty memories together. For the last two and a half years,
General Mills has been leveraging its expertise in bakery products and ready to cook categories and has
launched a complete Ready-to-Eat snacks portfolio of Cookies and Cakes. Indian people are familiar with
steaming idlis, a mild-tasting rice cake that’s often served with chutney or curry at breakfast.
An innovative Pillsbury mix patterned after idlis has added a "high snackability" food in cities like
Mumbai.The Pillsbury cake is so snackable because the smaller, individual portions that resemble
cupcakes make it convenient, and easy to eat.Since last year’s debut of Choco Idli Cake, sales of this
steamed dessert have taken off in India.Importantly, the cakes are made at home in a familiar
way.Cooker cakes are steamed in pressure cookers, and made without the use of eggs or an oven: Add
milk. Oil. Steam.Even though its cooker cake mix has been the dominant brand for many years, Pillsbury
wanted to make cakes more accessible in a busy world.
STRATEGY TO LAUNCH HAGEEN DAAZ?
In India, their marketing strategy hit the spot. They are not selling ice cream but an experience! It’s an
ice cream for the young adults who are discerning, quality and brand conscious. Globally, the brand
character of Haagen-Dazs is sprinkled with words like “indulgence”, “affordable luxury” and “intense
sensuality”. And India stays true to this brief. In India, however, the brand has also tied up with some
five-star hotels like Grand Hyatt, Renaissance, JW Mariott, Taj President, Hyatt Goa, The Leela in Delhi
and retails from all the premium outlets like Le Marche, Godrej Nature’s Basket, Hypercity, Modern
Bazaar and more. Haagen-Dazs plans to be present at all the relevant touchpoints where its target
consumer shop.
They positioned themselves in the fine dining segment. They are following the global vision of Haagen-
Dazs where they are fighting for mindshare in the luxury and experience market. The trend of
premiumisation is apparent and then there’s a trend towards ‘artisanal’ brands — though it’s seen more
in cakes and brownies.There’s a move-up in all categories. The brands which entered earlier were all
focused on the middle class, now as that segment matures — rapid growth is seen at the fringes — top
end or luxury and bottom end.
They provide an experience where consumers can choose the restaurant seating to the lounge seating in
Delhi,India. Be it in Champs-Élysées or Mumbai they follow a customised design and offer the same
Haagen-Dazs experience.The ice cream lounge is a dessert destination and General Mills has 900 such
lounges worldwide. These lounges are the key differentiators for Haagen-Dazs globally. The lounge
pushes the brand away from the grab-a-scoop shops as most ice cream parlours are into an aspirational
category. The shops are more than just ice cream. There’s a fair bit of localisation globally they will be
adding like kulfi Haagen-Dazs in India.
UNDERSTANDING THE COMPETETIORS IN INDIAN MARKET
Some of the major competitors operating in the India market are Parle Products Pvt. Ltd., Britannia
Industries, ITC Limited, Mondelez India Foods Private Limited, Surya Food & Agro Ltd., Anmol Biscuits
Ltd., UNIBIC Foods India Pvt. Ltd., Dukes ProductIndia Limited, and Cremica. For Indians, the biscuit
has always been more than a baked goodie. The biscuit and bakery industry has seen a remarkable
growth curve.
PARLE- Parle is winner in the race of popular biscuit brand in India. Parle Products Limted established
in the year 1929, they offer products in the range of full taste and quality. The company has 7
manufacturing units in India.
UNIBIC- Unibic, came to India in 2004 with the iconic Anzac cookies. Over the years, the brand has
grown its range to over 24 variants and has been regularly introducing fresh and unique flavours to
cookie connoisseurs. Brand has been steadily gaining market share in the cookies segment over the
years.Unibic’s USP has always been to bring something new to the table and with it the quality that
will never be compromised.They offer more with cookies by adding more ingredients and hence
making it richer and tastier.
BRITANNIA-The company was established in 1892 with a very small capital amount in Kolkata. It
currently has a market share of about ~40% and markets bread, cakes, cookies,biscuits, rusk, and
other edible items. Good Day Chunkies, are indulgence in the form of cookies for an unpara lleled,
melt in mouth chocolate experience. Good Day biscuits are the most popular and bestselling biscuits
of Britannia. Tag line of Britannia is “Eat healthy, Think better.
SUNFEAST- ITC group has started it’s biscuit segment in 2003 with the launching of Sunfeast. Since
then, Sunfeast within a short span (13 years) of time has proved them self as a top player of the
biscuit market in the India. Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy
at the premium end. High quality married with exciting innovations has helped drive this category.
Dark Fantasy Choco Fills has wowed the Indian consumer with its innovative centre -filled format and
high-quality packaging.
DUKE- Dukes offer a complete range of biscuits, which are cookies and cream biscuits. The delicately
flavoured creams come sandwiched between crunchy, melt-worthy biscuits and the flavors range from
fruity flavours like pineapple, strawberry and orange. Mojo Vanilla,Kaju Delight, Cream 4 Fun Orange,
Choco Desire and Coco Delight are some of the biscuit variants provided Dukes. Dukes is a well known
brand and ranked in India. It has ninth position in the list of top 10 biscuit brands in India.
OREO- Oreo biscuits fall in tenth position in India. Basically They are some kind of sandwich cookie
consisting of two chocolate wafers with a sweet creme filling in between. The price range of Oreo
biscuits is height as compare with others.
