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July 19, 2011

INDIA: Britannia launches biscuit for health-conscious women

Indian biscuit maker Britannia Industries has launched a product designed to appeal to health-conscious female consumers.

Indian biscuit maker Britannia Industries has launched a product designed to appeal to health-conscious female consumers. 

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The company will sell Vita Marie Honey Oats in major cities Chennai, Bangalore, Delhi and Mumbai.

Anuradha Narasimhan, Britannia’s health and wellness category director, told just-food a marketing slogan of “Something for your heart” would be used “to communicate to women”. 

Narasimhan said: “The adult health food market is growing at close to 30% per annum. It is the fastest growing sub-segment.” 

He said Britannia has had success with its NutriChoice diabetic friendly biscuit and “hopes to enter more homes with the heart-friendly Vita Marie”.

These low-fat, cholesterol-free biscuits are made of two layers of oats and wheat fibre and priced at INR12 (US$0.27) for a 103g pack. Narasimhan said other established Britannia biscuit lines also targeted women, such as Marie Gold.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
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