In India, The biscuits market is mainly segmented into Cream Biscuits,
Cookies, Glucose & Milk Biscuits, Salt Crackers Biscuits, Marie biscuits
and others forms.Looking into the current market trend in FMCG industry, consumers
shifting ratio is increasing immensely as many as brands are foraying into the
market as substitute product. Moreover, today consumers are willingly ready to
try similar or substitute category other brands for ‘Try N Taste’ purpose.
Similarly, Cookies market is growing rapidly as awareness is being
increased. Consumers are willingly buying Cookies for taste purpose and gradually
buying if likes. Cookies are considering into premium class as a part of
biscuits which are available in various forms & flavors like Nut &
Fruit, milk, Dryfruit, Chocolate, Butter etc.
Cookies are came into the picture due to its consistent adding form
& new flavor, attractive packaging, premium standard and health perspective
like sugar free cookie available. Majorly in urban area, it has been
established position as a substitute product which is increasing shelf life
compare to chocolates/sweets.
Major Key players in Cookies
brand: Britania, Parle, ITC, Unibic, Amul, Mondelez, Nestle and many others
Cookies Core Consumption Market
in current scenario:
(1) Hospitality Industry (Serve in Hotel during event/conference)
(2) Festival Occasion
(3) Personal/Corporate Gifting
Recently on 20th July, Amul has launched contest campaign on
Twitter with hashtag #AmulButterCookie & #AsliButterCookie which is
directly relating to the ingredients/contains, find & upload the cookies
brand picture that how much % butter included in cookies.
Highly influential strategy has executed which can connect to consumers
directly and most vital factor is that consumers can get awareness about what
are the real contains & its measurement included. To survive in the
competitive market, it is an essential to sustain existing as well as gain new
consumers from market, and today marketers are consistently rolled out with creative
ways.
Amul Butter Cookie contest has opened eyes of lot many consumers and represented
the realities of rival brands which is increasing Amul brand Value, loyalty and
trustworthiness. Butter Cookie is defining
itself that it has included the butter ratio in a strong % form. But, being
consumers we are not focusing in-depth about product which we are buying.
For Consumers, it must require
to understand in-depth about any product before buying/using because generally
consumers are buying many thing based on TV / Print/ OOH influential ad
campaign which is creating an awareness. But it is happening that reality is
different from what is showing in Advt. campaign and its directly impacting on
brand value. For Marketer, It must
require to deliver the same result which has presented & committed in advt.
campaign towards consumers. Many brands are already failed to deliver
satisfactory result which has committed and results into drop the market share
& brand value.
In any other industries, many brands can create such kind of campaign
on social media because social media is one of the strongest medium where it
can get an active response from the relevant audience likewise Amul Butter
Cookie.
Strategic Fundamental:
Balance must sustain from Visualize To Realize Brand Journey…
