Unibic India: From Fastest Growing Niche Cookie Brand to a Challenger?
| Case Code: MKTG428
Case Length: 17 Pages
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
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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