Britannia industry ltd

Present by:

Introduction to Britannia Ltd

Tracing Britannia's Growth

Products Offered By Britannia

Marketing Strategies Of Britannia

Marketing Mix of Britannia

SWOT Analysis

Questions

The story of India’s favorite brands reads almost like a fairy tale. Once

upon a time in 1982 to be précised, a biscuit company was started in a

nondescript house in Calcutta with initial investment of Rs 295. The

company we all know as Britannia company today.

Britannia is the company which is based on Biscuit product and its

product is available over the India and some part of the world.

It’s new brand and Slogan is:

1982 The Britannia established with an investment of Rs 295 in Calcutta

1910: Operation Mechanized

1921: Operations Mechanized

1921: Imported machinery introduced and becomes the first company of the Suez cannel to use gas ovens

1975: Takes over biscuit distribution from Parry’s

1978: It’s Indian shareholding crossed 60 %

1979: The company re-christened BIL ltd.

1983: Sales cross Rs 1 Billion for the first time

1989: Executive office is relocated to Bangalore

1992: Celebrates its platinum Jabilee

The Wadia Group acquires stake in ABIL

UK and become equal partner with Group DANONE in BIL

1994: Volumes cross 100000

1. Portfolio of Bakery Product:

a) Britannia Milk Bikes' product that has long been in the company's

portfolio ,was re-launched .It is said to have a honeycomb design and

claims that it will provoke a “kids will love it "reaction among mothers,

b) Good Day

Britannia Good Day was launched in 1986 in two varieties

1- Good Day Cashew 2-Good Day Butter

This was followed by the launch of the following varieties

1-Good Day Pista Badam in 1989

2-Good Day Choco chips in 2000

3-Good Day Choco nut in 2004

3) Britannia Tiger :

Britannia Tiger glucose was launched in 1997 it reportedly became the largest

brand in Britannia ,s portfolio in the very fast year of its launch ,and the product

retains its position even today.

The range has been extended across several variants over the years.

a) Tiger Banana: To take forward the proposition of “Eat Healthy ,Think Better”

launched this. Price Rs.2,4 and 10

b) Tiger Coconut: Launched in 2001

c) Tiger Creams :Introduced in 2002 at the price point of Rs.5 now it

is available in the following flavors

Orange

Elaichi

Chocolate

Pineapple

Strawberry

Butterscotch

d) Chota Tiger: Launched in May 2007 ;the mini-sized biscuit has a

sprinkling of colored sugar and is available in two variants

a) Milk Sparkies

b) Choco Sparkies

4)NutriChoice Sugar Out: Britannia states that the product

NutriChoice Sugar Out is sweetened with sucralose that provides the same

sweetness as any other biscuit

Lifetime

Chocolate Cream

Change cream

5) NutriChoice Digestive Biscuit: Made with 50% whole wheat and packed

with added fibre .

6) Treat Fruit Rollz: A product for young children

Apple

Strawberry

Orange

Dates

7) NutriChoice 5 Grain: Were appointed as a perfect answer to those

looking for healthy eating options.

The product was made from 5 cereals:

Oats

Corn

Ragi

Wheat

Low fat rice

8) NutriChoice Health Starter Kit: In 2010 Britannia a special pack

called (N.H.S.K) for Rs.100

NutriChoice Hi-Fiber Digestive

NutriChoice 5Grain

NutriChoice Nature Spice Cracker

9)Britannia 50-50: Launched in 1993 ,this cracker's was

advertised with the tagline “Very Very Tasty Tasty”

10) Bourbon: Originally was launched way back in 1955.

11) Britannia Marie: A long extant brand ,Britannia Marie

Gold has maintained its place in the face of increasing

competitive over the years.

12) Britannia Little Hearts: Launched in 1993,the Heart

shaped sugary biscuit was targeted at youth segment .

1) Britannia Cakes :Britannia Veg cakes are positioned on the health –cum –taste platform

2) Britannia's Daily-based Offerings: Britannia claims to offer the largest range of cheese in India.

3) Britannia Milkman Cheese: The product is mainly made from cow's milk and it is various :

Blocks

Cubes

Spreads

Slices

Pizza Cheese

As the companies cannot go to all sectors and all customers with different needs and

demands of customers . It is very important for any company to identify various

market segmentation. The segmentation of Britannia is analyzed as follow:

Looking at the Age, Gender, Family size, income and occupation of various people.

Britannia also have segmented there market like:

Depending on Age :- Britannia’s Fruit Rolls is designed for the children.

Good day, Cream Creaker, Marry are basically for the more matured people. Little Hearts are

designed for the younger generation people.

Income:- Good Day, Milk Cream is basically for the people little bit of higher income

level. Britannia Marie, Suji tost are basically designed for the who belongs to a lower level

income group. Different products with packages' of Rs 5,10 are also made keeping the

income status of people

Some people’s behavior changes with their psychology and mood also. Keeping this into consideration

Britannia also has segmented this market,

Benefits:- A Tea time we want also some snacks. Keeping this into consideration Britannia has

specified products like Cream Creaker, Suji tost.

User Status:- People in dating or love often prefers for some time pass with some food.

Britannia’S Salted Time Pass and Little Hearts are the perfect solution for it. The little Hearts Biscuit are

extremely dedicated for the people in love as these biscuit are very little size shape , like heart and

perfectly red color.

Usage rate: Britannia has also segmented their market depending on the customer usage rate. Marei

Gold is a product which is for high usage rate of customers.

Niche segmentation includes:

Britannia Tiger:- With low price and small packs of this product. Britannia target those

people who are in lower income group, with this product it captured huge proportion of rural

market of India.

Britannia 50-50:- With a higher price than Tiger, it target the people who are liked to eat

snacks with tea.

Britannia Marie Gold:- With a bigger packaging size, it target for the families who are having

more number of people.

Britannia’s Good Day:-With medium packaging size and it target the people of higher

income level who wishes to buy biscuit not always for food requirement but for luxuriousness .

Treat Fruit Roll:- It target the children and uses a concept of celebration. As at the time of

celebration among the children biscuit is an important issue.

TIGER:

Targeted on Kids

Positioning is done for modern mother

LITTLE HEARTS:

Targeted on Youths

Positioning is to be a snack

GOOD DAY:

Target all age groups

Positioning is as every day biscuit which bring happiness in every once lives

MARIE GOLD:

Targeting Health conscious people and especially worker women

Positioning as a Tea time biscuit with proteins

Generally all customers concerned about quality of product rather than the price

of the product. People first looking for the quality . In this regarding Britannia

always maintained much more important over there products quality. That is why

they are among the very successful brands today.

Nowadays a good relation with the customer is very important for organization.

Sales are totally depending on the relation with the customers.

Customers retention is also major aspect for growing business. It means keep the old

customers and try to make new customers, Britannia’s relationship management is

very strong . It is one of major success of selling of their product continuously.

Every Organization should be careful about the competitors steps. Because the can

disturb the growing sales process of the organization. Continuously watching over

competitors strategies and development help Britannia Industry a lot.

Companies want to increase there sales by pursuing market beyond borders. When they enter

to the other countries they must follow rules and regulations of that particulate country.

For Britannia different variation in their product depends over various locations and

economic status of the people is being very much helpful for the economy.

Under the market strategy promotional idea is very important. Organization provides

some more schemes for the rebates to retailer or customer. They make advertisement

according to convenient of the people and the feature of the product. Sometime

Britannia comers to market with offering and off course with cost benefits to the

customers. Giving discounts over bulk purchases also comes under this strategy

Consumable goods

Different Sizes and Shapes

Good for health, tasty, attractive packing

Good quality and in a number of Variants

Brand image of fun, Taste and Health

Market-penetration pricing for product like Tiger

Product quality leadership for products like Good Day and Treat

Special event pricing and festive season

Advertisement- Television, Newspaper, Magazines

Sales Promotion-small pack of 50-50 with Good day , free gift pack in

festive season, rural marketing fair .

Being a sponsor for many cricketers on Bats

Events- Britannia Khao World Cup Jao in 1999

Lagaan Match in 2001

Interactive website

Factory Branches at Kolkata, Delhi, Chennai, Mumbai, Uttrakhand , Bihar

and Orissa.

All products can be found in all the places

Available in small stores to big retail outlets

Also, the are targeting college canteen as sole contractors for the supply of

biscuits and other products

Dependence on stores & retailers

Low penetration in rural area

Not and extensive overseas market

Industry and technology required high investment

Fulfill one of the basic requirement among air, Water, Shelter and food.

Provide good instant Remedy for hunger in the form of ready mood food

Widely accepted in all generation

Easily available in various form

Extensive distribution network

Providing a wide range of biscuits

Innovative advertisements

Increasing demands for diet, sugar free biscuit

Retaining loyal retailers and wholesalers

Targeting interior area of India

Generate employment opportunity

Good quality of goods

Provide competition to foreign companies

Provide goods to nation at cheap price

Local bakery products, imitations

New entrains- e.g.: Cadbury, Orea, Sunfeast …etc

Margin war among the major brands

Many companies are goal oriented

Increase in pollution

Lack of technology