OF Britannia Industries Limited By:- Manoj Kumar Singh Roll. No. 47
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
OF
Britannia Industries Limited
By:-Manoj Kumar SinghRoll. No. 47
Britannia was started in Calcutta in 1892 with an initial investment of Rs. 295.
In 1979, Britannia Biscuit Company was re-christened Britannia Industries Limited.
Forbes Global rated Britannia “One amongst the Top 200 Small Companies of the World”.
The Economic Times pegged Britannia India’s 2nd most Trusted Brand.
In Indian biscuits market, Britannia is highest selling in terms of value, followed by Parle and ITC.
Products of BritanniaThe new products of Britannia are:-NutriChoice 5 Grain BiscuitsTiger BananaNutriChoice SugarOutNutriChoice Digestive BiscuitTreat Fruit RollzBritannia 50-50 Pepper ChakkarThe other Products are:-BiscuitsDaily Fresh Breads, Cakes, RusksShubh Kaamnayein
With Eat Healthy, Think Better, Britannia positions itself as a healthy and nutritious alternative.
It also positions itself as delightful and tasty. Good Day ads with “Iska Toh Ho Gaya Re
Good Day”, it has tried to position as the brand perseveres to infuse cheer, hearten the nation and enliven lives.
Britannia’s products comes under nondurable goods.
The products comes in different sizes as well as shapes.
The product features are:-◦ The products are good for health.◦ The products are tasty.◦ The products are available in attractive packaging.◦ The products are of good quality.◦ The products are available in a number of variants.◦ The products also provides development fuel for
children.
Product-Line Length – Britannia has a good length of its Product-Line.
The company has done line stretching in Two-Way Stretch.
The pricing strategies of Britannia are:- Market-Penetration Pricing for the products
like tiger. Product-Quality Leadership for products
like Good Day and Treat. Special-Event Pricing in festive seasons.
Britannia uses the both i.e. pull strategy as well as push strategy to persuade the demand.
The company follows the intensive distribution strategy.
Consumer Distribution Channel
Manufacturer
Consumer
NorthRegion
WestRegion
Dealer
Wholeseller
Retailer
SouthRegion
EastRegion
Britannia promotes itself through:- Advertisements – Television, newspaper,
magazines, radio, etc. Sales Promotion – Small pack of 50-50 with
Good Day, free gift pack in festive seasons, rural marketing fair, etc.
Events – Britannia Khao Worls Cup Jao in 1999, The Lagaan Match in 2001, etc.
Interactive web site.
Related Documents
