A new 'value cookie' on the block

Biscuit and confectionery major, Britannia rolled out its new product, Britannia Cookies, in April. Priced at Rs 5 for a 10 piece pack, Britannia Cookies is packed with wheat, butter and milk and comes in 'elaichi' flavour. The tagline for the brand is 'Jo tann ko lagey aur mann ko chhuye' (nourishing and delightful).

Shalini Degan, category director, delight and lifestyle, Britannia Industries says that the target audience for the product is the primary care giver in the family and this is not limited to women. "We are targeting people who want to upgrade to a better taste experience. You could call it a 'value' cookie. It is aimed at the value seeking consumer. While we are targeting urban markets, we are also looking to go much deeper into the markets beyond just urban."

The company rolled out a sequential launch for the product, starting with the North, then the South, followed by West and later, the Central and Eastern markets of the country. This was strategically done as the low value cookie needed the appropriate time for distribution after the initial launch.

Besides a TV campaign (created by McCann Erickson) launched on April 25 to promote the new product, the company has taken the on-ground route, where it has carried out sampling, below-the-line activities and local outdoor advertising as well.

For sampling, Britannia tied up with the dabbawallas in Mumbai to give out a pack of cookies in each lunch box. This was done in areas such as Lower Parel, Andheri and Grant Road. The activity reached out to about 30,000 people.

Sampling has also been done in inter-state buses and bus depots, expressways, tea stalls and railway stations. In addition to giving out samples, promoters also gave information on the new product and its benefits. In about 20 days, Britannia was able to reach out to 50,000 people through sampling.

Britannia Cookies is also being advertised in transit clusters including railways, buses and bus shelters. "To advertise to such an audience, TV becomes very limiting," explains Degan, which is why a number of OOH (out of home) and BTL routes were chosen.

Interestingly, during the launch in Gujarat, a housewife created delicious treats and original recipes using Britannia Cookies. "Something like this, going forward, could be an opportunity we might explore," says Degan.

She informs that the cookie market in India is valued at approximately Rs 2,500 crore and claims that of this, Britannia has a market share of 41 per cent, with its brands Good Day and Cookies. She adds that Good Day commands close to 40 per cent of the cookie market in the country.