Financial Daily from THE HINDU group of publications
Friday, Jul 23, 2004
Financial Daily from THE HINDU group of publications Friday, Jul 23, 2004 |
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Marketing
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Strategy Surya Food to foray into southern states with PriyaGold biscuits Nirmal D. Menon
Mumbai , July 22 THE Rs 250-crore Delhi-based Surya Food & Agro Ltd plans to enter the southern market with its PriyaGold brand of biscuits. It plans to launch the biscuits in Hyderabad and Bangalore in the next two weeks. "We are all set to launch the PriyaGold brand of biscuits in the southern markets of Hyderabad and Bangalore in the next 15 days," said, Mr B.P. Agarwal, Chairman, Surya Food. To take on big biscuit companies such as Britannia on their own turf, Surya has tied up with 40 distributors in Bangalore and Hyderabad. It currently has around 2,000 distributors in the North and the West with an average of around 150 retailers per distributor. The company will extend its `low-priced premium product' marketing strategy to the southern markets. For instance, while Britannia sells its Marie biscuits at Rs 13 for 100 gm, Surya will sell its premium PriyaGold Marie Lite at Rs 10 per 100 gm, including sales tax, the Director, Mr Shekar Agarwal, said. The company currently sells 23 varieties of biscuits and is planning a few more by the end of the year. Surya will soon appoint an agency for brand-building at the national level. It will continue its `Hak se Mango' positioning; only the linguistic flavour will change with markets. "We expect around Rs 100-crore of sales in two years from the southern markets provided the Government sheds its apathetic stand towards the biscuit industry and checks the soaring prices of raw materials," Mr Shekar Agarwal said.
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