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Tim Tam to India

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Manjot Sabharwal

on 26 February 2011

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Transcript of Tim Tam to India

Background TIM TAM

- Australian national icon

- 144 years old legacy INDIAN MARKET

- largest population 18% of worlds population

- fastest growing for FMCG

- Biscuit forcasted sales of Rs 108 billion in 2010
Country Analysis



T POLITICAL ECONOMIC SOCIAL TECHNOLOGY - Democratic country with stable political environment

- Politics is business oriented

- Open to Foreign Direct Investment and Foreign Institutional Investment

- Rise of middle class

- growing GDP

- Food inflation

- culture plays an intergral part for business

- Land of festivities

- Tea drinking country with increasing coffee culture Competitors Analysis Domestic competition International competition - Joint share of over 70%

- Comprative Advantage
Domestic producers
Cheap labour
Domestic supple
Product Market Analysis - Total biscuit sector has been growing at 15% by volume and is expected to grow by 20% in 2011

- As per IBMA total market sales were Rs 100 billion in 2010 and expected to grow Rs300 billion in 2015.

- Per capita biscuit consumption is 2.1 kg

- Festive seasons like Diwali, Holi and Eid boosts sales figure

- Relatively new entrant

- market share of 8-9 %

- Creame filled biscuits - Future threat

- Can develop and
penetrate chocolate biscuit market - Recently introduced Oreo look alike
called 'Treat O ' Recommendations + Registered in India in 1991

Kraft taken over cadbury Ltd

Serious threat to Arnott's Tim Tam Export base in India


Joint families Selling Point

Niche Target Target Market Tim Tam
Full transcript