MARKETING MIX OF BRITANNIA

BRITANNIA INDUSTRIES

Presented By:KARTIK PARASHARMBA 2nd SEM

THE INDIAN BISCUIT INDUSTRY

• The Indian biscuit industry is the second largest industry in the world after U.S.A. Biscuit industry is one of the biggest industry in India and having a turnover of RS 3000cr. The industry is divided into two categories namely organized and unorganized sector.

• 60% of biscuits produced in India are from the organized sector and remaining from unorganized sector.

• Government has established The Federation of Biscuit Manufacturers of India (FBMI) which has confirmed a bright future of India Biscuits Industry in the year 1953

organised sectorunorganised sector

An overview: History about Britannia industries

Britannia biscuit company was started in 1892 in Calcutta with an initial investment of Rs. 295.

The company we all know as Britannia today. Gupta brothers owning the Britannia biscuit company

limited (BBCo) which is a tiny company that time having a stake along with of English business man C.H. Homles.

At the time Second World War there was demand for biscuits at the same the time Britannia reached the pinnacle in sales in 1979 the company (BBCo) changed into Britannia industries.

Britannia industries Ltd. has been seeing growth of around 27% per year compared to the industry growth rate of about 20%.

90% of their revenue comes from biscuit manufacturing.

BILs present annual revenue is around Rs. 6000 cr half of which is generated through biscuit sales.

WHAT IS Marketing Mix ?• Marketing mix helps the company to create demand

for the product and to influence the consumers to buy the product.

• These 4p’s help the organization in the launching of the product.

• It is a set of gears residing of product, price, promotion, and place. Therefore marketing mix is also known as 4p’s of marketing. These slices of bread of marketing mix helps the organization in plane run of the product.

1. P- Product

• Product is first slice of 4ps bread. Products can be divide into two types i.e., tangible & intangible products. Britannia products are of palpable products because these can taste, smell, touch.

• There are three types of products:• Core product: It deals about what really wants?• Actual product: It deals about brand name, features, quality

,design, packing of the products.• Augmented product: It deals about warranty, after-sale

services etc.

BRITANNIA

BISCUITSGood Day

MarieNutri choice

Tiger50-50

BourbonMilk bikis

TreatNice time

Little heartscookies

Pure MagicTime Pass

DAIRYCheese ButterGheeCurdMilk

Dairy WhitenerGourmet Cheese

Actimind

BREADSWhite Sandwich

Breads Whole Wheat BreadsHoney & Oats BreadS

Multi-Grain BreadsMulti-Fiber Bread

CAKESBar Cakes

Chunk CakeCup CakesVeg. cakes

Nut & Raisin Romance Muffills

2. P- Price

• Price is the cost of the product that the customer pay to in terms of the monetary value.

• Pricing the product plays an important role for the company to achieve major market share. Pricing Company has to factors like fixed & variable costs, company objectives, competition, etc.

• Price is one of the main factor that affect the consumer buying process. In others words price is the amount paid by the consumer to the product. Britannia followed the pricing strategies adopted are:

• Competition pricing: Britannia set a price which is reasonable when compared with competitors.

• Product line Pricing: pricing the different products within the same product line @ different price points. The healthier the benefit and the feature given the superior consumer will pay. This pricing discrimination helps the company in maximizing the profits.

• Bundle pricing: Bundles a group of products at a reduced price when providing the family packs.

• Value-based pricing: Value-based pricing means provide in the good quality product& good service for the good price.

• The Britannia Company mainly focus on the middle class& lower middle class families. Britannia has worked a lot on fixing the price of its biscuits.

• Therefore the Britannia products will range from RS: 5 to Rs 40 only.

• Thus, Britannia products are much better in quality and are good in price as well.

• The pricing strategy along with distribution has been so strong, that people buy these products even on Railway stations and while traveling, instead of buying local snacks.

Some of the prices of the Famous Britannia products:

Some of the prices of the Famous Britannia products:

Place• Having a strong distribution channel in India.• Existance of Britannia products in all retail outlets whether

it is big or small.ie-rural & urban areas• Britannia industries selects the distributors and sell their

products to retailers who will sell to consumers• Appointment of distributers, The selected distributors

having right to have a wholesale outlet or retail outlet.• The distribution in urban areas is fantastic with Britannia

being present almost everywhere. But The rural penetration of the company is still less because of the challenges of distribution in rural area.

Distribution Channel of Britannia

3.P- Promotion

• Promotion is the invitation given to the general public telling that the product as come from the company as to persuade the public to buy the product.

• Now-a-days company are spending huge amounts on the promotion of the products & services. Britannia company promote there through advertising which include print ads, broadcast etc. sales promotion during festive seasons etc.

• Most of advertisement for products will happen through buzz marketing because of the taste & quality of the biscuit.

• Salman khan acted as a brand ambassador for the tiger brand. Britannia is increase its sales by providing festive offers. Britannia create innovate offering to public which include tiger energy drink, nutrichoice etc.

Following Promotion Strategies Adopted By Britannia

Above The Line Marketing

• Britannia Industry does its promotion at ALP through following methods

TV Campaigns:

Magazines:• Britannia’s huge range of biscuits and cake are

being effectively advertised through magazines.• Billboards:

Below The Line Marketing :• Britannia Industry is also involved in BTL

promotion strategies likePublic Relations:• In 1997 Britannia launched the “EAT HEALTHY,

THINK BETTER” campaign

Sponsorship/ Celebrity Endorsement• Britannia Khao World Cup Jao

• Britannia khao world cup jao• Britannia launched consumer promotion scheme, to

make strong its association with cricket. It is three month promotion that assure a free day trip to London for fifty lucky consumers of Britannia products, dinner with master blaster Sachin Tendulkar& along with a one day special training from the Rahul Dravid & Ganguly. The offer wont stops here Britannia offers Rs 1cr prizes like TV, stereos, cars etc.

• “BRITANNIA KHAO WORLD CUP JAO” slogan on the packing of the product. The consumers are required to collect the 100 runs on the purchase of Britannia products and redeem these for scratch-Cards .The Company gained a 10-20% jump in sales of its products during promotion period.

• Britannia Lagaan Match

Sales Promotion Contests in the form of gift offers, slogans, scratch cards.

Cntd…………

• Another excellent example of sport personality craze and innovation came from Britannia.

• The company started offering the cricket players cards, WWE cards along with purchase of Britannia treat biscuit packet.

• This innovation conversion of craze for cricket & cricketing stars exploited with a fresh perspective.

MARKET SHARE

PRODUCT LIFE CYCLE

CONCLUSION

• Britannia is sound established company in the biscuit industry. Britannia is having the consumers are spread all over the country. If the company can enter into the chocolate industry where there are only two competitors i.e., Cadbury & nestle. Britannia through its brand image can give great competition to the competitors. Britannia must try to improve in scm and to have a strong distribution in rural markets.