Britannia Vs Parle – Battle for the market continues

Britannia and parle the two food majors of India in the field of biscuits and bakery products . fighting it out in market for the share of consumers pocket and market dominance .In yester years it was market segments which both have dominated and not much was seen to disturb that arrangement.Parle with its Parle G , Kraxkjack and manaco where as Britannia has Good day , Marie gold , Creams
Britannia dominated the premium segment of biscuits where as parle dominated the mass ,low premium biscuits ,things were pretty predictable but for the
entry of new players have changed that status .Now that ITC and Priya gold are trying to break into their market and have established them selves as important players in biscuit market . These two major biscuit producers has are now forced to innovate products by the consumers to create brands which could be differentiated .
Both are trusted brand are ranked in top brands for biscuit ,both have a long history of brands . The Major difference though is that where Britannia is revenues from bakery products is around 90 % ,share of biscuit sales is around –80% for parle
Recently two categories has seen major ad war are bourbon and salty snacks . Parle has come up with new bourbon under its hide and seek umbrella brand .Pitching against Britannia s popular bourbon which has 70% market share of the bourbon biscuits . Parle upped its TV ads by roping in Hritik roshan . Similarly Parle has re jigged its Krack Jack biscuits to Britannia's 50- 50 eating up its market share . Krack Jacks with new packaging and TV ads of Krack and Jack promoting the brands . It would be interesting to see what impacts these would have on the sales of these two biscuits .
PARLE VS BRITANNIA
Business

Description	Britannia	Parle
Established	1896	1929
Nature of business	Public ltd	Family run business
No of manufacturing units	5 own ,40CMU	8 own units ,60 CMU
Market share ( value)	32.80%	32.94%
Ads Major methods	Cricket events and players	Celebrities endorse ment
New areas of promotion	Environment	Health and wellness

IMPORTANT BRANDS PITCHED AGAINST EACH OTHER

Category	Britannia	Parle	Leader
Glucose	Tiger	Parle -G	Parle-G
Marie	Marie Gold	Parle Marie	Marie Gold
Salty snacks	50-50	Krack Jack	Krack Jack
Choco chips	Good day	Hide n seek	Good day
Milk	Milk bikis	Milk sakhti	Milk bikis
Bourbon	Bourbon	Hide n Seek	Bourbon
Nice	Nice	------	Britannia Nice
Multi grain	Nutri choice	-----	Nutri choice
Cream	Cream Treat	Kreams	Cream treats
Cookie	Good day	20-20	Good day

So the battle for market share continues and advantage is for consumers who will get better product from both these biscuit majors .

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Glucose biscuits market share on slide- Indian story

Glucose biscuits are the mainstay of Indian biscuit industry . Glucose market share was growing at a very low rate but suddenly for the last three years there has been drop in glucose biscuit sale . All three major biscuit manufacturers( ITC ,Parle , Britannia ) has started re jigging their product mix ( SKU s ) in favour of premium biscuit against glucose biscuit .The Glucose share is almost 50% of the total biscuit market share .Rest are other varieties like cream , crackers , snacks ,digestive, marie ,nice ,wafers etc

"Parle-G, which contributed to more than 70% of Parle’s revenues a couple of years ago, now accounts for 60-65%. According to a report released last month by Motilal Oswal, contribution of the glucose segment to ITC Foods’ revenue has come down from 56% in 2007-08 to 48% in 2008-09. Britannia’s largest brand Tiger yields just over 20% of the company’s revenue."
Ref : ET .

The ever increasing Indian middle class are now experimenting different categories of cookies /biscuits at premium range .Tapping this market Britannia , ITC , Parle all have come up with their own product . such as Britannia s Nutrichoice , Parles Hide and seek bourbon biscuit . The Genius of Parle G is waning .

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