Top Story


Home >> Marketing >> Article

Unibic takes below-the-line route to market Australian cookies in India

Font Size   16
Unibic takes below-the-line route to market Australian cookies in India

Unibic, an Australian speciality biscuit manufacturer, will market the two brands it has launched in India - 'Anzac' and 'Bradman' - predominantly through the below-the-line promotions route. In addition to targeting the consumer market directly, the company is also in talks with Lufthansa and Coffee Day, among others, to sell its biscuits.

Speaking to exchange4media, D D Saxena, Managing Director, Unibic Biscuits India, said, "The manufacturing facility in India will cater to both Indian and international markets. In India, we are engaging in multiple activities to make our presence felt, and propose to do a lot of communication at the consumer level to drive home the unique and strong propositions our brands possess."

A trial programme covering six cities with a sample size of 20 lakh is currently underway. In addition to this, the company plans to undertake school outreach programmes, in-pack promotions and contests across India. The company proposes to take 25,000 school children to its factory over the next few months.

On mass media advertising, Saxena said, "Premium products do not survive on mass marketing. Mass products survive on mass marketing. Ours are premium products but we will look at creating reach through selective use of mass media. We will use print, cinema, FM and explore other means too, depending on the successes." He added that the company enjoyed a 30-35 per cent conversion among those who had sampled the products.

Bangalore-based Creedence Communications is the agency in-charge of handling the communications. The BTL promotions have cost the company upwards of Rs 60 lakh so far. Ram Prasad Krishnan, Director, Creedence, said, "The challenge is to help Anzac and Bradman get through the clutter. They have a great proposition. We need to ensure that we reach out to the maximum number of people with these propositions." On the communication budget, he said, "The spends are estimated to be upwards of Rs 1.5 crore in fiscal 2005-06. The mass media advertising would kick-start in May 2005. We want to localise mass media to increase the reach among relevant audiences."

Unibic India has the exclusive rights to use Don Bradman's name for its chocolate chip cookies, and pays a royalty for the same. The company is also planning to organise an Australian Legends XI Vs Indian Legends XI cricket match around June '05, to promote the brand. "This will become an annual property, and we are in talks with leading national channels to telecast the same," added Saxena.

Unibic's products are available in three pack sizes, and are priced between Rs 5 and Rs150. Outside India, the company, which has 25 biscuit brands in its portfolio, is present in Australia, New Zealand, the US, the UK and Canada.

The company stated in a release that it was looking at a national presence by the end of 2005, and targeted Rs 100-crore revenue in five years. Unibic Australia is a 50-year-old, A$100-million company.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...