Abstract

The case “Unibic India: From Fastest Growing Niche Cookie Brand to a Challenger?” describes the various strategies undertaken by UNIBIC Foods India Pvt. Ltd. (Unibic) to create and consolidate its position in the highly competitive Indian biscuit industry. The case takes an in-depth look into the early history of the company and the differentiation strategy it used to make a market impact in the niche cookie segment. Later, the case discusses in detail Unibic’s marketing mix and media mix strategy. Information about Unibic’s product development strategy, retail strategy, and advertising strategy is provided. The efforts of the company to grow beyond its niche segment and enter other sub-segments in the Indian biscuit industry are described. The case also provides an insight into the challenges plaguing Unibic. Can Unibic grow from a niche brand to a challenger brand?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Explore the differentiation strategy of a company
• Determine the appropriate marketing mix of a niche brand
• Evaluate market-nicher strategies
• Examine the market expansion strategy of a niche player
• Study the media mix strategy

Keywords

Marketing Mix; Media Mix; Retail Strategy; Above The Line (ATL) advertising; Differentiation Strategy; Market-Nicher Strategies; Market Challenger; Segmentation; Product Development Strategy; Innovation; Mascot; Distribution Channel; OOH Advertising; Market Expansion Strategy; Multimedia advertising