Unibic India: From Fastest Growing Niche Cookie Brand to a Challenger?
| Case Code: MKTG428 Case Length: 17 Pages Period: 2004-2020 Pub Date: 2020 Teaching Note: Available |
Price: Rs.500 Organization : UNIBIC Foods India Pvt. Ltd. Industry :Food & Beverage Countries : India Themes: New Business Development/ Segmentation/ Marketing Mix/Marketing Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
In August 2020, UNIBIC Foods India Pvt. Ltd. (Unibic), India’s fastest growing company in the cookie segment, said it had experienced a huge demand for healthy cookies during the intermittent lockdowns enforced due to the outbreak of the COVID-19 pandemic. The company further claimed that it had seen an overall rise in demand during that year compared to previous years, despite it being a time of economic uncertainty. Sreenivasulu Vudayagiri (Vudayagiri), CEO of Unibic, said, “We have seen very good growth in our health segment. People are sitting at home generally; they want to have some snacks but at the same time they are cautious about health.”
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