Britannia Goodday

Lowe
Friday, July 30, 2004
The structure

 To understand…

Where am I now?

Why am I there?

Where could I be?

Where is Good day?
Quick look at the structure, price points and
players

Band Players Price Point

Premium Hide & Seek Rs. 15/100g

Good Day Choconut Rs. 15/100g
Good Day PCB Rs 12/100g*
Discount Priya Gold BB Rs 9/100g
Priya BB Rs 8/100g
Anmol Rs 8/100g
Low Price Very local brands Rs 5-8/100g

*Good Day, in North, retails at Rs 10/100g

 Biscuits Vs Cookies

2001-02 2002-03 2003-04

Biscuits 455,783 519,593 579,153
Sweet/Cookies 28,420 39,906 48,384
% Growth of
All India - 40.4 21.2
Sweet/Cookies
Contribution of S/Cookies
6.2 7.7 8.4
to Biscuits

The fastest growing segment. Contribution of cookies

increasing year on year
 Cookies - Zone wise

Growth for the Region wise

2001-02 2002-03 2003-04
year 2003-04 Contribution
All India 28,420 39,906 48,384 21.2 100.0
North 7,268 13,718 17,031 24.2 35.2
East 3,700 6,664 8,321 24.9 17.2
West 8,024 9,345 11,662 24.8 24.1
South 9,428 10,179 11,370 11.7 23.5

North the largest cookie market. Growth in south lowest

 Cookies in North and East

2001-02 2002-03 2003-04

Biscuits 108,520 129,251 146,055
S/Cookies 7,268 13,718 17,031
North U + R % Growth of Cookies - 88.7 24.2
Contribution of S/Cookies
6.7 10.6 11.7
to Biscuits
Biscuits 76,738 93,756 108,177
S/Cookies 3,700 6,664 8,321
East U + R % Growth of Cookies - 80.1 24.9
Contribution of S/Cookies
4.8 7.1 7.7
to Biscuits

Contribution of cookies to biscuits highest in north...

 Cookies in West and South

2001-02 2002-03 2003-04

Biscuits 159,000 165,367 188,549
S/Cookies 8,024 9,345 11,662
West U + R % Growth of Cookies - 16.5 24.8
Contribution of S/Cookies
5.0 5.7 6.2
to Biscuits
Biscuits 111,525 131,219 136,373
S/Cookies 9,428 10,179 11,370
South U + R % Growth of Cookies - 8.0 11.7
Contribution of S/Cookies
8.5 7.8 8.3
to Biscuits

…followed by south and west.

Volumes. Key Cookie Brands

2003 - 04

Good Day 24900 tons

Priya Gold 11142 tons
Hide & Seek 2298 tons
Priya 2190 tons
Anmol 3728 tons
Others 4126 tons
Total 48384 tons
 Shares of key brands

Volume Good Day Hide & Seek Priya Gold BB

Shares 2001-02 2002-03 2003-04 2001-02 2002-03 2003-04 2001-02 2002-03 2003-04
North U+R 51.1 30.4 35.8 8.1 5.1 3.7 34.0 53.5 48.0
East U+R 68.5 40.0 36.7 4.8 3.0 1.9 3.1 4.5 3.1
West U+R 75.8 58.3 58.5 10.3 10.4 7.7 6.1 22.7 23.1
South U+R 75.8 77.8 78.9 5.2 6.5 5.5 0.0 0.0 0.1

Good Day dominating in south, followed by west.

Priya Gold dominates in the north, gaining in west, at
Good Day’s expense
Good Day dominating in the slowest growing market
Region wise shares for Good Day

Good Day
Volume Shares
2001-02 2002-03 2003-04
Delhi U+R 60.2 50.9 53.4
Pun-Har U+R 62.0 42.3 44.1
North
Rajasthan U+R 50.6 28.6 32.6
UP U+R 37.2 18.2 25.5
Assam U+R 83.2 83.2 76.1
Bihar U+R 64.5 31.7 29.1
East
Orissa U+R 71.0 52.4 44.3
WB U+R 59.2 25.7 24.4
Gujarat U+R 66.3 62.9 56.0
West MP U+R 58.6 37.1 35.2
Maharashtra U+R 80.2 62.6 64.3
AP U+R 78.3 79.1 80.8
Kerala U+R 61.3 73.8 69.8
South
TN U+R 73.7 78.2 80.3
Karnataka U+R 80.7 77.6 79.5

Blood bath across states, except south

Region wise shares for Priya Gold
Priya Gold
Volume Shares
2001-02 2002-03 2003-04
Delhi U+R 13.3 28.7 32.1
Pun-Har U+R 25.7 44.0 44.8
North
Rajasthan U+R 35.8 62.5 58.3
UP U+R 53.8 64.7 53.1
Assam U+R 0.0 0.0 0.2
Bihar U+R 10.6 12.8 9.3
East
Orissa U+R 2.6 6.6 2.5
WB U+R 0.0 0.1 0.0
Gujarat U+R 1.1 9.2 22.5
West MP U+R 25.8 40.9 39.4
Maharashtra U+R 3.8 20.7 19.4
AP U+R 0.0 0.0 0.0
Kerala U+R 0.0 0.0 0.4
South
TN U+R 0.0 0.0 0.0
Karnataka U+R 0.0 0.1 0.3

Dominating in north, threatening in west

Understanding losses in the East

Good Day in East (U+R) Shares

2001-02 2002-03 2003-04

68.5 40.0 36.7

 Good Day has lost heavily to local brands. In 03-04

Anmol had a share of 19% & Priya 26%
Pop strata wise contribution

TOWN CLASS Good Day PG BB

40 L + 52 12
10-40 L 6 4
5 - 10 L 7 9
1 - 5L 18 7
> 1L 16 68

Good day sells in the cities. PGBB sells in the

hinterland
To sum up...

 The overall market leader, but not where it matters the most
.
 Bleeding in major markets to regional brands. Under siege in
strong markets

 Low contributions from large markets, high contribution from

small markets

 PG strategy- To enter a market, capture it, move on to the next

market (Owns north, entered west a year and half ago)

Good Day a big fish in small pond and a small fish in big
pond.
Where is Good day?
 Good Day among core users

BRAND MATCH (Most Often Used Brand=24) <WT>

MOTIVES
Stimulation
OCCASIONS
TIME OF DAY
GRATIFICATION BEFORE Joyful Fun
GRATIFICATION AFTER Before breakfast
FLAVOR TASTE Juicy
TEXTURE Light hunger Tired Extra energy
Kind

Well Being
BRAND PERSONALITY
Popular
Smart
Performance

USER IMAGE IH family relax Natural

BRAND LIKES Excited Sugary Good Day
BRAND IMAGE Reserved ReliableSmooth
Instead of lunch
Perk up Reputed company Craving
Dry fruits Family oriented
Instead of meal
EnergeticSpecial
Budget consciousHealth conscious
Wheat goodness Evening tea

Relaxation

Even among core users, the brand is not dominating a

segment. Heavily skewed towards the centre
From a non user’s perspective
Priya Gold Users

 To start off, the non-users are in awe of Good day This could
be attributed to
The fact that it is more expensive
It truly delivers on the taste platform (“gets over when ever
opened”

 Seen as premium. Something not meant to be consumed

everyday. Reserved for special occasions and for guests

 In terms of imagery, it is seen as more modern and

contemporary vs. PG

 However PG is seen as a more dynamic brand compared to

Good Day which is seen as “dheela”
 Personification-Non Users

Priya Gold Good Day

 Lady from a middle class joint  Lady from a rich nuclear family
family
Because of which there is Young, maybe 22yrs
higher empathy with PG Pedigree background
Traditional, 28 years More “carefree” in running
Experienced in running households
household and budgeting Shops only at malls and top
Shops at cheaper markets end markets
Anyone can relate with Not very budget conscious

Govinda Abhishek Bacchan

Imagery & price making her say “Not for me”

Why is Good Day
here?
 To refresh everyone’s memory

Volume Good Day Priya Gold

Shares 2001-02 2002-03 2003-04 2001-02 2002-03 2003-04
North U+R 51.1 30.4 35.8 34.0 53.5 48.0
East U+R 68.5 40.0 36.7 3.1 4.5 3.1
West U+R 75.8 58.3 58.5 6.1 22.7 23.1
South U+R 75.8 77.8 78.9 0.0 0.0 0.1

Big fish in small pond and a small fish in big pond.

How did this happen?
 Market dynamics changed...

Oct-Dec 2001 Oct-Dec 2003

Contribution
All India (U+R) 76.7 54.6
Premium S egment All India (U) 75.3 54.4
All India (R) 83.9 55.6
All India (U+R) 23.3 45.4
Discount/low price All India (U) 24.7 45.6
All India (R) 16.1 44.4

The belly of the market was shifting

…exposing our underbelly...

Brand 100gm 250gm

Good Day 112 124
Priya Gold 100 100

Good Day clearly out priced by 24%

…and our Achilles heel...

Brand 100g 200g Others

Good Day 72% 24% 4%
PriyaGold BB 45% 50% 5%

 FPs the key volume driver in cookies, in North. Awareness of

GD FPs low

 Indicates that consumers, up north are seeking value as FPs

are value packs

 Good Day FPs not seen to deliver VFM, resulting in overall

share loss
…therefore, we lost patrons...

Good Day Priya Gold

BCP Butter Bite
All 100 100
SEC
A 18 18
B 27 32
C 32 41
D 24 9

If we ignore the SEC D aberration, it is

apparent the PGBB’s usage is across SECs
Higher than GD in SEC B & C
As a result…
…we were displaced,
even in the
consumer’s mind.
PGBB started owning
Good Day values.
Assignment 1

 Question 1 : Who should respond to this crisis? Why?

 Question 2 : What, in your opinion, should be the nature of
response?
Submission Details

 Hard copy submission deadline September 4, to faculty.

 Hard copy submission not to exceed 3 pages (including title /
cover page)