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

21-March-2005
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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.

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