McVitie's Digestive: Biting the digestive biscuit leader's lead
Someshwar R. Mehra
Campaign details
Brand owner: United BiscuitsLead agency: Publicis IndiaBrand: McVitie's DigestiveCountry: IndiaIndustry Bread, cake, biscuits, ConfectioneryChannels used: Point-of-purchase, in-store, Print - general, unspecified, TelevisionMedia budget: 1 - 3 million
Executive summary
This case study describes how the biscuit brand, McVitie's operations in India relied completely on the digestive biscuit category. However, the category was both tiny and almost monopolised by Britannia NutriChoice through its extensive distribution and marketing muscle, as well as consumer salience. In order...