Australian company Unibic Biscuits India Pvt Ltd has big plans to make their biscuits popular in the market in India. The company has budgeted an ad spend of Rs 7.5 crore for 2006, of which 60 per cent would be towards TVCs, the rest would be spent on other media, including that on foreign shores.
Unibic Biscuits India, MD, D D Saxena, said, “By January, regional channels in South India would start airing Unibic Biscuits TVCs. By March 2006, we expect to have TVCs aired on national channels. The creatives are being handled by Grey Bangalore. We plan to advertise in print too.”
Saxena added that in a premium biscuit segment market that’s worth around just Rs 500 crore in India and growing at about 20 per cent annually, Unibic Biscuits was eyeing a turnover of Rs 30 crore in 2006.
Saxena further said, “Unibic Biscuits plans to have alliances with food chains. The company already manufactures two types of cookies for Café Coffee Day. Another two varieties are to be added to this selection. An exclusive five-year contract has been signed with Café Coffee Day. This association has already contributed almost Rs1 crore over the last five months in terms of sales.”
“The marketing strategy is has been limited to events such as walkathons, associating with sports – one of which was bringing the Unibic Bradman Cup 20/20 tournament to India, which was held in Bangalore in August this year. Unibic Biscuits has a three-year tie up with the Karnataka State Cricket Association for this event,” added Saxena.
The company has recently launched Butter Cookies in India. The other two existing products are Anzac and the Bradman Chocolate Chip Cookie. Saxena said that there were plans to introduce 10-12 different varieties from the Australian parent company’s kitty in India.