Table of Contents:

TABLE OF CONTENTS:-

1. Introduction 2. Punch Line Used

3. Company Overview

4. History 5. Industry Overview

6. Profile 7. Milestones Britannia

8. Company Vision

9. Product Mix 10. History of Biscuits

11. Different Products

12. Product Comparison

13. Product Description

14. Distribution Network Of Britannia Biscuits 15. Growth Strategies of Britannia 16. Marketing Strategy

17. Market Share

18. Research Methodology 19. Up- Coming new Products 20. Conclusion

21. Reference

Introduction:-

Britannia Industries Limited is an Indian company based in Kolkata that is famous for its Britannia and Tiger brands of biscuit, which are highly recognised throughout the country. Britannia is one of India’s leading biscuit firms, with an estimated 38% market share.

The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes and Dairy products.

The Britannia's fame is largely acknowledged through the colourful Britannia logos that Indian cricketers such as Virender Sehwag and Rahul Dravid wear on their bats.

PUNCH LINES USED

Products Punch Lines

50-50 “Very Very Tasty Tasty”

Marie Gold “Tea Time biscuit”

Milk Bikis “Eating Milk”

Time pass “Perfect partner for Time pass moments”

Tiger “Eat Healthy Think better”

Treat “Lovable devils”

Company Overview The story of one of India's favourite brands reads almost like a fairy tale. Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia today. The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Britannia mechanised its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces. As time moved on, the biscuit market continued to grow… and Britannia grew along with it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark. On the operations front, the company was making equally

dynamic strides. In 1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'. Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognised for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand. Today, more than a century after those tentative first steps, Britannia's fairy tale is not only going strong but blazing new standards, and that miniscule initial investment has grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. The company's offerings are spread across the spectrum with products ranging from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-third of

India's one billion population and a strong management at the helm means Britannia will continue to dream big on its path of innovation and quality. And millions of consumers will savour the results, happily ever after.

HISTORY

“Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits, but do they know how biscuits began?”

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked) . The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store.

Therefore biscuits became the ideal travelling food since they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits when these were sealed in airtight containers to last for months at a time. Making good biscuits is quite an art, and history bears testimony to that. During the 17th and 18th Centuries in Europe, baking was a carefully controlled profession, managed through a series of 'guilds' or professional associations. To become a baker, one had to complete years of apprenticeship - working through the ranks of apprentice, journeyman, and finally master baker.

Not only this, the amount and quality of biscuits baked were also carefully monitored. As technology improved during the Industrial Revolution in the 19th century, the price of sugar and flour dropped. Chemical leavening agents, such as baking soda, became available and a profusion of cookie recipes occurred. This led to the development of manufactured cookies.

India Biscuits Industry came into limelight and started gaining a sound status in the bakery industry in the later part of 20th century when the urbanized society called for ready made food products at a tenable cost. Biscuits were assumed as sick-man's diet in earlier days. Now, it has become one of the most loved fast food product for every age group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at

cost. The States that have a larger intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold the maximum amount of consumption of biscuits The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent per annum in the next 10 years will be achieved by the biscuit industry of India.

Besides, the export of biscuits will also surpass the target and hit the global market successfully. Interestingly, as time has passed and despite more varieties becoming available, the essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains less protein than the flour used to bake bread) sugar, and fats, such as butter and oil. Today, though they are known by different names the world over, people agree on one thing - nothing beats the biscuit!

Reason behind selecting this product

The association of our product, biscuits is an age long narration. A snack or starvation, picnic or just time pass munching, biscuits have always been a part of it.In today’s innovative and competitive scenario, biscuit industry still manages to hold a stand in the market and creates its visibility amongst all commodities.

The brands play on our minds emotionally, as we have a childhood involvement. Amongst the brands of biscuits, the image of Britannia furnishes to our perceived mind set. The other essential basis of choosing the biscuit industry and referring to Britannia as a brand, are as per their established appeal in the market, its market share and awareness.

Industry Overview

The Indian biscuits' market is estimated to be 1.1 million tonnes per annum and valued at over Rs 50 billion. India is known to be the second largest manufacturer of biscuits, the first being USA. It is classified under two sectors: organized and unorganized. The present biscuits-bakery sector in India looks like a battlefront. The battle being led by stalwarts like Britannia and Parle with close competition from other companies like ITC, Nutrine, HLL Kissan, Kwality and even international brands like Kellogs, Nestle, Sara Lee and United Biscuits.The biscuit segment has developed with large markets of mass consumption covering over 90% of the overall potential market. The country comprises of huge unorganized sector. Biscuits market on an average grew at 8% per annum in the last five years. The rural penetration of the branded biscuits segment is also significant. Towns with populations of less than a lakh contribute significantly to the industry's turnover, with some estimates placing it at 40%. However, rural markets largely consume lower-priced varieties, and it is here that branded biscuits meet with stiff competition from the unorganized sector. The unorganized sector in the biscuits segment does exert pressure on the pricing policies of the organized players. But only up to a point since the penetration of brands in this business even in the rural areas is fairly significant. Therefore, the value for only the branded business segment is more indicative of the industry's competitive pressures.

Three domestic players, Britannia, Parle and ITC, have thus far dominated the market—with an average annual growth of 10-12%. According to the Federation of Biscuit Manufacturers of India (FBMI),

60% of the total market is organized and the rest—unorganized. As per a research conducted in 2006 though ITC was able to increase its market share by a significant percent, Britannia still is the leader with highest volume of sales and value market share. Researcher says that Parle has been Britannia’s toughest competitor. The biscuit market in India still has lot of room for expansion from the existing players and the new entrants.

Profile

Registered Office 5/1 A, Hungerford Street Kolkata -

700017, WB Phone: 91-33- 22870505 Fax: 91-33-22872501 Website: www.britannia.co.in

Management Details Chairperson - N N Wadia Managing Director - V Bali Directors - K Dadiseth, A Deb, S Gerlich, A K Hirjee, Philippe - Loic Jacob, N N Kampani, S S Kelkar, P Khanna, J N Wadia, Francois-Xavier Roger

Business Operation Biscuits, bread, cakes, dairy products

Background Britannia Industries Ltd (Britannia) was established in 1892 in Kolkata, WB as a biscuit manufacturing company. The company is now jointly held by the Wadia Group and Groupe Danone. Britannia manufactures bakery products including biscuits, bread, and cakes, and also dairy products like

cheese and milk powder.

Business Profile Britannia manufactures diary products from its plants located in Kolkata, Delhi, Chennai, Mumbai, and Rudrapur. The company has a total installed capacity of 163,500 MT of biscuits and protein foodstuffs. Key brands include Tiger, Good Day, Milk Bikis, Treat, and Marie. In FY07 the company launched new brands; 50:50 Chutkule, Treat Fruit, Rollz, NutriChoice Digestive, and renovated Milk Bikis, Chota Tiger, and Chocolate Cream in the Tiger range. Further in 2008, the company launched iron fortified Tiger' biscuits,'Good Day Classic Cookies', Low Fat Dahi and renovated 'MarieGold'.

In 2007, biscuits and high-protein food achieved a y-o-y production increase of 23% and 26%, respectively. During FY07, the bread, cake, and rusk business grew by 54% y-o-y. Britannia exports its products to countries in the Middle East and to USA, Ghana, and Singapore. It has a JV in New Zealand to undertake marketing of dairy products. In 2007, Britannia formed a JV with Khimji Ramdas Group to set up two bakery product companies in the Middle East. The company acquired 70% stake in Strategic Foods

International LLC in Dubai and in Oman-based Al Sallan Food Industries Co SAOG. During 2007, Britannia formed a strategic alliance with a Bangalore-based company, Daily Bread. This alliance will provide products under the brands Daily Bread and Deluca’s.

Financials Total Income - Rs. 22,285.8 million (Year end, March 2007) Net Profit - Rs. 1,130.3 million (Year end, March 2007)

Company Secretary V Madan

Bankers SBI, SCB, ABN, Citibank, HSBC, HDFC Bank, ICICI Bank, Indian Bank , Bank of America, Deutsche Bank

Auditors Lovelock & Lewes

Ranking Income - 135 Net profit - 122 Net worth – 122

Board of Directors

Name

Designation

Mr. Nusli Neville Wadia Chairman

Ms. Vinita Bali Managing Director

Mr. A.K.Hirjee Director

Dr. Ajai Puri Director

Mr. Avijit Deb Director

Mr. Jeh N Wadia Director

Mr. Keki Dadiseth Director

Mr. Nasser Munjee Director

Mr. Nimesh N Kampani Director

Mr. Pratap Khanna Director

Mr. S.S.Kelkar Director

Vinita Bali is Britannia CEO

Vinita Bali has been appointed as the new chief executive officer of Britannia Industries Ltd . She will assume charge from January 3, 2005, said a media statement from the company which added that Nusli Wadia, chairman, and the board of directors of the company had approved her appointment.Bali is a

highly qualified manager with national and international experience. She received her Bachelor of Economics degree from the Delhi University andher MBA from Jamnalal Bajaj Institute of Management Studies in Mumbai . She also pursued further studies in business and economics at the Michigan State University on a scholarship from the Rotary Foundation and was selected to work as a graduate intern at the United Nations headquarters in New York. She began her career with Voltas Ltd , a Tata Group company focusing on consumer products. In 1980, Bali joined Cadbury India , where she had a successful career. Her performance in India earned her a position at Cadbury UK from 1984 to 1986. She came back to India for five years heading the marketing function as general manager, marketing. In 1992, she was posted to Cadbury Nigeria as director, with responsibility for both sales and marketing. In 1993, she was named head of marketing, South Africa , which is Cadbury's third-largest market. She also served on the boards of Cadbury Nigeria and Cadbury South Africa. The Coca-Cola Company chose it as its worldwide marketing director in 1994. She was responsible for worldwide strategy for Coke and one of the key players in helping the soft drink giant double its growth rate.

In 1997, she was promoted by Coke as vice president of marketing for Latin America. In 1999, she moved to a profit and loss responsibility as president of the Andean division with retail sales in excess of $1 billion, covering Chile, Peru, Ecuador and Bolivia. She was made responsible for transformational change encompassing business direction and organisational culture.

Managing Team GAUTAM BANERJEE - General Manager – Materials

ASHOK KUMAR GUPTA - General Manager - Accounts & Planning

R K AGRAWAL - Supply Chain Director for New Business Development

R S SUBRAMANIAM - General Manager - Manufacturing, Engineering and

Projects

ANURADHA NARASIMHAN - Category Director - Health & Wellness

SHALINI DEGAN - Category Director - Delight & Lifestyle

T S VENKETRAM - General Manager - Manufacturing Development

BALAJI REDDIPALLI - Head Replenishment

R. ANAND - Business Operations Director

JEHANGIR TANKARIWALA - General Manager - Human Resources

VINOD MENON - Head of BNZF

SHRIDHAR PANSHIKAR - National Sales Manager

PURNENDU ROY - Head of R&D

P. GOVINDAN - Company Secretary & Head of Legal

Dr. K.N. SHASHIKANTH - Corporate Quality Assurance Manager

VALIVETI V PADMANABHAM - Corporate Manager - Information

Systems

CONTACTS The Company's plants are located in Mumbai, Kolkata, Delhi, Chennai and Uttarakhand.

Contact Britannia Registered Office 5/1/A Hunger ford Street, Kolkata - 700 017 West Bengal Ph: 033 - 2287 2439 / 2287 2057 Fax: 033 - 2287 2501 Executive Office Britannia Gardens, Airport Road, Vimanapura, Bangalore - 560 017 Ph: 080 - 6692 8000 Fax: 080 - 2526 3265 / 2526 6063 Research and Development 191, MTH Road, Padi, Chennai - 600 050 Tamil Nadu Ph: 044 - 2625 4427 Fax: 044 - 2625 8563 Mumbai Office Neville House, 1st Floor

Currimbhoy Road, Ballard Estate, Mumbai - 400 001 Maharashtra Ph: 022 - 2261 8071 Fax: 022 - 2262 6657

Milestones of Britannia

1892 The Genesis - Britannia established with an investment of Rs. 295 in

Kolkata

1910 Advent of electricity sees operations mechanised

1921 Imported machinery introduced; Britannia becomes the first company East

of the Suez to use gas ovens

1939 - 44 Sales rise exponentially to Rs.16,27,202 in 1939

During 1944 sales ramp up by more than eight times to reach Rs.1.36

crore

1975 Britannia Biscuit Company takes over biscuit distribution from Parry's

1978 Public issue - Indian shareholding crosses 60%

1979 Re-christened Britannia Industries Ltd. (BIL)

1983 Sales cross Rs.100 crore

1989 The Executive Office relocated to Bangalore

1992 BIL celebrates its Platinum Jubilee

1993 Wadia Group acquires stake in ABIL, UK and becomes an equal partner

with Groupe Danone in BIL

1994 Volumes cross 1,00,000 tons of biscuits

1997 Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new

mission: 'Make every third Indian a Britannia consumer'

BIL enters the dairy products market

1999

"Britannia Khao World Cup Jao" - a major success! Profit up by 37%

2000 Forbes Global Ranking - Britannia among Top 300 small companies

2001 BIL ranked one of India's biggest brands

No.1 food brand of the country

Britannia Lagaan Match: India's most successful promotional activity of the

year

Maska Chaska: India's most successful FMCG launch

2002 BIL launches joint venture with Fonterra, the world's second largest dairy

company

Britannia New Zealand Foods Pvt. Ltd. is born

Rated as 'One amongst the Top 200 Small Companies of the World' by

Forbes Global

Economic Times ranks BIL India's 2nd Most Trusted Brand

Pure Magic -Winner of the Worldstar, Asiastar and Indiastar award for

packaging

2003 'Treat Duet'- most successful launch of the year

Britannia Khao World Cup Jao rocks the consumer lives yet again

2004 Britannia accorded the status of being a 'Superbrand'

Volumes cross 3,00,000 tons of biscuits

Good Day adds a new variant - Choconut - in its range

2005 Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular

chant!

Britannia launched 'Greetings' range of premium assorted gift packs

The new plant in Uttaranchal, commissioned ahead of schedule.

The launch of yet another exciting snacking option - Britannia 50-50

Pepper Chakkar

2007 Britannia industries formed a joint venture with the Khimji Ramdas Group

and acquired a 70 percent beneficial state in the Dubai-based Strategic

Foods International Co. LLC and 65.4% in the Oman-based Al Sallan Food

Industries Co. SAOG.

2008 Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic

Cookies', Low Fat Dahi and renovated 'MarieGold'.

COMPANY VISION

To be one of the best biscuit and baked snack producers in Europe.

To produce innovative products for an ever changing markets.

Healthy biscuits and snacks using finest ingredients.

Growth Strategies of Britannia: India’s Emerging Food Conglomerate

In 2007, Britannia, one of the India’s largest biscuit brands held a market share of 38% in terms of value. Indian biscuit industry, the third largest producer of the biscuits in the world was highly under-penetrated. This presented numerous growth opportunities to new as well as existing players. Apart from the presence of big players like ITC Foods and Parle, the local manufacturers of biscuits and other Indian snacks had been raising concerns for Britannia. Besides competition, Britannia faced critical challenges due to declining margins in the biscuit industry due to the increasing costs of raw materials. Its profit had been on a decline since 2005. Though Britannia had forayed into dairy and bakery products, 90% of its revenues still came from its core business in biscuits category which was largely driven by product innovation. The case, highlighting the Britannia’s growth strategies, provides scope to analyse opportunities and challenges for Britannia in the Indian biscuit industry.

Pedagogical Objectives: Product portfolio management, brand extension and market

segmentation of Britannia Analysing product innovation strategies of Britannia as its

competitive advantage Organic and inorganic growth strategies of Britannia to face the challenges in the Indian biscuit industry

History of Biscuts

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits, but do they know how biscuits began? The history of biscuits can be traced back to a recipe created by the Roman chef Apicius, in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp, then served with hone yand pepper." The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store. As people started to explore the globe, biscuits became the ideal travelling food since they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits when these were sealed in airtight containers to last for months at a time. Hard track biscuits (earliest version of the biscotti and present-day crackers) were part of the staple diet of English and American sailors for many centuries. In fact, the countries which led this seafaring charge, such as those in Western Europe, are the ones where biscuits are most popular even today. Biscotti is said to have been a favourite of Christopher Columbus who discovered America!

Making good biscuits is quite an art, and history bears testimony to that. During the 17th and 18th Centuries in Europe, baking was a carefully controlled profession, managed through a series of 'guilds' or professional associations. To become a baker, one had to complete years of apprenticeship - working through the ranks of apprentice, journeyman, and finally master baker. Not only this, the amount and quality of biscuits baked were also carefully monitored. The English, Scotch and Dutch immigrants originally brought the first cookies to the United States and they were called teacakes. They were often flavoured with nothing more than the finest butter, sometimes with the addition of a few drops of rose water. Cookies in America were also called by such names as "jumbles", "plunkets" and "cry babies". As technology improved during the Industrial Revolution in the 19th century, the price of sugar and flour dropped. Chemical leavening agents, such as baking soda, became available and a profusion of cookie recipes occurred. This led to the development of manufactured cookies. Interestingly, as time has passed and despite more varieties becoming available, the essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains less protein than the flour used to bake bread) sugar, and fats, such as butter and oil. Today, though they are known by different names the world over, people agree on one thing - nothing beats the biscuit!

Some interesting facts on the origin of other forms of biscuits:

The recipe for oval shaped cookies (that are also known as boudoir biscuits, sponge biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900 years and dates back to the house of Savoy in the 11th century France. Peter the Great of Russia seems to have enjoyed an oval-shaped cookie called "lady fingers" when visiting Louis XV of France. The macaroon - a small round cookie with crisp crust and a soft interior - seems to have originated in an Italian monastery in 1792 during the French Revolution. SPRING-uhr-lee, have been traditional Christmas cookies in Austria and Bavaria for centuries. They are made from a simple egg, flour and sugar dough and are usually rectangular in shape. These cookies are made with a leavening agent called ammonium carbonate and baking ammonia. The inspiration for fortune cookies dates back to the 12th and 13th Centuries, when Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their defence against Mongolian invaders.

Product Mix

Product mix is a combination of products manufactured or traded by the same business house to reinforce their presence in the market, increase market share and increase the turnover for more profitability. Normally the product mix is within the synergy of other products for a medium size organization. However large groups of Industries may have diversified products within core competency.

The Biscuits Industry is huge altogether and further comprises of various segments and sub-divisions to cater various type of markets and consumers.

Different Products Of Britannia Company

GLUCOSE BISCUITS

• TIGER • CHOTA TIGER • TIGER CHAI BISKOOT • TIGER ROSEMILK CREAM • TIGER BRITA ENERGY POPS • TIGER CHOCLATE CREAM • TIGER ORANGE CREAM • TIGER COCONUT ENERGY • TIGER ELAICHI CREAM • TIGER KESAR CREAM • TIGER BANANA

CREAM BISCUITS • TREAT CHOCO GELO • TREAT APPLE PUNCH • TREAT FLAVOURED TANGY ORANGE • TREAT STRAWBERRY FLAVOURED SURPRISE • BOURBORN TREAT • TREAT ELAICHI FON • TREAT JIM JAM • TREAT MANGO MISCHIET • TREAT MASTI ORANGE • TREAT PINEAPPLE PRANK • TREAT DELICIOUS DATES

NUTRI CHOICE • NUTRI CHOICE 5GRAINS • NUTRI CHOICE DIGESTIVE • NUTRI CHOICE CREAM CRACKER • NUTRI CHOICE THIN ARROWROOT • NUTIR CHOICE SUGAROUT CHOCLATE

• NUTRI CHOICE SUGAROUT LITETIME • NUTRI CHOICE SUGAR OUT ORANGE CREAM

MARIE BISCUITS • MARIE GOLD • VITA MARIE GOLD

MILK BISCUITS • MILK BIKIS • MILK BIKIS CREAM

GOOD DAY BISCUITS

• GOOD DAY CHOCONUT • GOOD DAY BUTTER SCOTCH • GOOD DAY HONEY & RAISIN • GOOD DAY CHOCLATE CHIP • GOOD DAY RICH BUTTER COOKIES • GOOD DAY RICH CASHEW COOKIES • GOOD DAY RICH PISTA BADAM

50-50 BISCUITS

50-50

50-50 Maska Chaska

Pepper Chakker

LITTLE HEARTS

• LITTLE HEARTS CLASSIC

PURE MAGIC

• PURE MAGIC

Tiger

Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first year of its launch and continues to be so till today. Tiger has grown from strength to strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has further helped bolster its growth in the highly competitive glucose biscuit category. Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk. It is for modern mothers who play an enabling role for their children to compete in today's world and thus want the best. Now Tiger Glucose has been fortified with "Iron Zor" with an attempt towards addressing the Iron Deficiency crisis the children of India face. Over the years, Tiger has become the mass-market face of Britannia symbolising fun and energy in both urban and rural India, and transcending glucose biscuits. Tiger Coconut : Delicious Coconut Flavoured Energy Biscuits, launched in 2001

Tiger Creams : Was Introduced in 2002 at just Rs 5 per pack. Tiger Cream is now available in Orange, Elaichi, Chocolate, Pineapple, Strawberry and Butterscotch flavours, and promises to bring more fun and more energy to children across the country. Chota Tiger : Is an extension of brand Tiger launched nationally in May, 2007. It is mini sized poppable glucose biscuit with coloured sugar sprinkling. It comes in two variants: Milk Sparkies and Choco Sparkies Tiger Banana : Britannia is committed to help secure every child's right to Growth & Development through good food everyday. Purposefully taking forward the credo of 'Eat Healthy, Think Better ', we have launched a new variant under our power brand TIGER - TIGER BANANA - power packed with IRON ZOR & and with the delightful taste of banana. IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as much IRON ZOR as that in 1 kg of Banana. R&D in Britannia has spent considerable time to develop this nutritious and delightful snack for children. Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and Rs.10.

TREAT

As a move to consolidate all the individual Cream Treat offerings under a single umbrella, Britannia launched Treat in 2002. Treat has a range of tasty delights for all kids with yummy creamy treasures within the biscuit shells. The kids have always relished unraveling the irresistibly delicious creams hidden inside the biscuit Britannia Treat offers a wide variety of flavors, such as the Elaichi, the Fruit Flavored Creams such as Orange, Pineapple, Mango, and Strawberry, the Jam Filled Centers under the Jim Jam range, and the Duet Range (biscuits with two flavours of cream between three layers of biscuit) comprising Strawberry Vanilla and Duet Strawberry Chocolate. Britannia Treat has now launched yet another mouth watering delight under its umbrella. The delicious Fruit Rollz take the Treat brand beyond the cream biscuits and provides yet another lip smacking delight to its consumers! Fruit Rollz are soft rolls filled with the goodness of real fruits, and provide a healthy yet scrumptious treat to our 'loveable devils' Treat also introduced its naughty and adorable brand mascot FUNTOOSH

whose primary occupation is mischief! FUNTOOSH is the guy who will pull off any trick to make sure he gets to eat his Britannia Treat! For all you kids who have relished the yummy treasures of Britannia Treat in exciting flavors, look out for yet another reason to celebrate! Britannia Treat launches a new and exciting combination of chocolate and caramel in a single bar - TREAT CHOCO GELO. This unique and never before product is guaranteed to double the masti and double the fun that you have with Treat. Treat Choco Gelo has been launched nationally in August, 2007 and is available at an attractive price of just Rs.5/- So go ahead, open this delicious pack, indulge yourself with Treat Choco Gelo and enjoy Yummy Chocolate and Gooey Caramel for "Double Masti ka Double Dose"

Marie Gold

Britannia's oldest brand enjoys a heritage that spans the last 50 years - and going strong. In a market swamped with me-too products and where even the name 'Marie' has become generic, Britannia Marie Gold has maintained its stronghold. Today, the ever-popular Marie Gold is synonymous with the 'Tea Time Biscuit'. Its taste, crispiness and lightness make it a must for every tea break. It is the #1 brand in its category by a long shot.

Bourbon

Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits, topped with sugar crystals - presenting, the original Bourbon, from the house of Britannia. India's first and favorite Bourbon's sweet adventure began in 1955. Since then, Bourbon lovers across the country have been caught opening this chocolate couplet, licking the cream, and nibbling at the melt-in-your-mouth biscuit, bit by bit. Some have been witnessed chomping it whole, at one go. Some have been noted to alternate it with sips of coffee; others team it with lots of gossip and gupshup, while a few have been observed enjoying it with a book. And some have been seen reluctantly sharing their Bourbon. Whatever the occasion, wherever the hangout, Bourbon makes for great company. You can grab your very own Nano Pack or a Pocket Pack. The Hangout Pack is just right for chilling with friends. Take along a Party Pack for... yes, a party! And the Gift Pack will surely win you a few brownie points! So go on, give yourself a happy high with a quick dose of Britannia Bourbon!

50-50

50-50

With a brand name like 50-50, can the product be anything but fun? Launched in 1993, 50-50 belongs to the family of crackers and is considered the "very very tasty tasty" snack. Britannia 50-50 is the leader in its category with more than one-third of market share. The versatile and youthful brand constantly aims to provide a novel and exciting taste experience to the consumer. As a result, in 2001, the delicious Maska Chaska was launched as a variant of the original brand and became an instant success.

The Origin of 'Eat Healthy Think Better' Britannia -the 'biscuit' leader with a history-has withstood the tests of time. Part of the reason for its success has been its ability to resonate with the changes in consumer needs-needs that have varied significantly across its 100+ year epoch. With consumer democracy reaching new levels, the one common thread to emerge in recent times has been the shift in lifestyles and a corresponding awareness of health. People are increasingly becoming conscious of dietary care and its correlation to wellness and matching the new pace to their lives with improved nutritional and dietary habits. This new awareness has seen consumers seeking foods that complement their lifestyles while offering convenience, variety and economy, over and above health and nutrition. Britannia saw the writing on the wall. Its "Swasth Khao Tan Man Jagao" (Eat Healthy, Think Better) re-position directly addressed this new trend by promising the new generation a healthy and nutritious alternative - that was also delightful and tasty. Thus, the new logo was born, encapsulating the core essence of Britannia - healthy, nutritious, optimistic - and combining it with a delightful product range to offer variety and choice to consumers.

DISTRIBUTION NETWORK OF BRITANNIA BISCUITS

MANUFACTURER

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C & AGENTS

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SUPER STOCKISTS

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STOCKISTS

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RETAILERS

Growth and profitability The company is a growing and profitable one. Between 1998 and 2001, the company's sales grew at a compound annual rate of 16 per cent against the market, and operating profits reached 18 per cent. More recently, the company has been growing at 27 per cent a year, compared to the industry's growth rate of 20 per cent. At present, 90 per cent of Britannia’s annual revenue of Rs2,200 crore comes from biscuits.

Marketing Strategy

Britannia is planning to increase the proportion of high end products and enhance newer attractive packaging formats for High end products. Beside this last year its sale through modern trade format grew by 100 % and BIL is trying to enhance display for products in modern trade outlet.

As stated earlier Britannia is playing aggressively in the ‘Out Of Home’ Consumption market, which has enormous potential and with acquisition strategic share of “Daily Bread” BIL is now holding brand ‘Deluca’ in India.

Britannia’s Exports are very low it was just 0.50% and 0.62% of total turnover in 2004-05 and 2005-06 respectively but last year its export turnover grew by 56% year-on-year basis and we estimate its export turnover will contribute at least 1.5-2% of total turnover in next two to three years with the help of ‘Danone’. BIL also wants to diversify into other areas of foods from biscuits and cakes and to become complete food company. We believe Britannia’s innings in these new frontiers help to grow fast.

MARKET SHARE

BIL is the leading player in Bakery Products (Biscuits, Bread, Rusk and Cake), jointly promoted by French food major Danone and Nusli Wadia. It enjoys market leader ship in Biscuits with 38 % market share in terms of value. It owns key brands like Tiger, Good Day and Marie Gold.

There are six brands contributing to 90% of its sales. Each of these brands generate sales exceeding Rs.1 billion and these brands include Good Day, Tiger, 50:50,Treat, Milk Bikis, and Marie Gold.

Up- Coming new Products NutriChoice 5 Grain

Most consumers believe that to in order to stay healthy one needs to make certain compromises on some good things in life. Whether it is missing that extra hour of sleep over early morning exercise, or eating unappetizing foods over that extra oil-dripping samosa. At the same time most of us agree that good nutrition cannot come from one kind of food alone, but from a healthy combination / assortment of several healthy ingredients put together. Britannia NutriChoice 5 Grain Biscuits are a perfect answer to those looking for healthy eating options without as much making a compromise on taste, or convenience, or health. Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen healthy cereals (Oats that help reduce bad cholesterol, Corn which promotes heart health, Ragi a good source of both Calcium as well as Fibre, Rice low in fat, and Wheat that provides wholesome energy). These biscuits are delicately sweetened with natural honey, and come in a unique large oval shape. It is this large size

and the healthy combination of the ingredients, that make it an ideal hunger buster for those in-between meals time hunger. Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket meals packs, so that one is never far away from pacifying hunger on the move. So whenever you miss your breakfast, or succumb to those unhealthy evening snacks, you can relish the goodness of health with Britannia NutriChoice 5 Grain biscuits. Tiger Banana

Britannia is committed to help secure every child's right to Growth & Development through good food everyday. Purposefully taking forward the credo of 'Eat Healthy, Think Better ', we have launched a new variant under our power brand TIGER - TIGER BANANA - power packed with IRON ZOR & and with the delightful taste of banana. IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as much IRON ZOR as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this nutritious and delightful snack for children. Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and Rs.10. NutriChoice SugarOut

Sounds like yesterday when people commented that healthy foods meant "compromising on the taste." NutriChoice SugarOut is the most novel product range to have been introduced in the market. The product is not just sweet but tastes great, and yet contains no added sugar. This is because NutriChoice SugarOut is sweetened with "Sucralose," derived from sugar, which provides the same sweetness as any other biscuit, without the added calories of sugar.

This range is available in 3 delicious variants namely Litetime, Chocolate cream, and Orange cream, targeted towards all health sensitive people. It is also relevant for consumers with sugar related ailments. We are sure that you will be pleasantly delighted with its great taste and equally surprised to know that it has no added sugar. Don't be taken for a ride when you read "Sugar Free" label on many biscuit packs marketed in India or abroad. Even with 100% no-added sugar, wheat-cereals in biscuits have their own natural sugar content. Britannia has chosen to represent these biscuits with "No Added Sugar" claim, as there is no added sugar in the processing of NutriChoice SugarOut. NutriChoice Digestive Biscuit Nothing can be more difficult than making small efforts in our daily life towards healthy and active living. 24/7 we are engrossed in our busy schedules; skipping meals, missing walks, along with inadequate sleep and frequently eating-out, all take a heavy toll on our health. At least with the new and improved NutriChoice Digestive Biscuit, we have one less thing to worry about. Made with

50% whole-wheat and packed with added fibre (10% of our daily dietary needs), these delightfully tasty biscuits are amongst your healthiest bites of the day. In your next visit to a shop just look out for its Golden-green international carton pack. Try one and you'll know that you've made one smart choice - NutriChoice. Treat Fruit Rollz

All kids who have relished the yummy creamy treasures of Britannia Treat in exciting flavors, have yet another reason to celebrate! Britannia Treat launches the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are filled with real fruits and provide a healthy yet mouth-watering treat to the kids. Fruit Rollz comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy Orange and Delicious Dates!

Want to know a little secret? They make the best tiffin treats! So during snack time what better than to munch on the delicious and healthy Fruit Rollz and discover the yummy fruit flavor from within the shells. Keeping up with Britannia's platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy snacking option for kids, while keeping the Moms assured about the goodness provided by the fruit filling. So go on and treat yourself to the lip-smacking snack! New Britannia Milk Bikis Milk Bikis, the favourite growth partner of Kids, now brings greater value and delight to all with its new product and pack design. Recently re-launched in its existing Southern & Eastern markets, and extended across India, the new Milk Bikis is all set to add excitement and appeal to ‘nutritious’ food. Whoever said that ‘good food’ needs to look ‘dull and boring’, will just have to take a look at Milk Bikis. With a unique and attractive honeycomb design and an enhanced product experience, the new biscuit prompts the ‘Kid’s will love it’ reaction amongst mothers. The milk goodness in the recipe is now enhanced with SMART NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid mental and physical development in growing kids. The premium packaging, besides appealing to kids, also ensures that the biscuits remain fresh and crisp. So, whether its breakfast time or snack time at school, rest

assured that kids will look forward to munching these crunchy, milky biscuits which even helps in their development

Research Methodology

Objective of the proposed study

To study the biscuit market in India (industry analysis)

To study the consumption pattern of consumers (Age wise consumption pattern)

To study the buying behavior of consumers keeping in mind the various attributes of the product.

Enumerate the product mix of Britannia and its consumption with competitive brands on aspects like

Price

Taste

Crispness

Size

Freshness

Color

Flavor

To study the dealers perception of the brand (Britannia) and others prospects of supply chain, packaging of the product,

segmentation etc.

Consumer Study

DATA COLLECTION

1. Data collection through personality administrated structured Questionnaires.

2. Sampling Decisions

TARGET RESPONDENTS

End Consumer : User and Non User

Age Sex: M/F

(17 – 22)

(22 – 30)

(30 & above)

Income

SAMPLING PROCEDURE :

For Consumer Survey - Quota Sampling is done.

For biscuits - Setting Age as Criteria for assigning Quotas.

Retailer Survey - Convenient sampling is done.

SAMPLING PROCEDURE

CALCULATION OF THE SAMPLE SIZE BY THE HELP OF THE PILOT SURVEY FOR BRITANNIA

BISCUITS.

Samples size of the pilot survey: 30

Formula used;

E =√ (p * q)/ n

Substituting the values,

E = √ (26 * 4) / 30

E=1.86

N = {(p × q) [(Z) /(E)] }

Here Z = 1.96 for 95% confidence level.

Substituting the values, we get

N= 109.4779 Or 110

Therefore, the sample size for the final survey is 110

Industry analysis

Results of the survey of various class of respondent conducted by us shows that the biscuit market industry in the urban

sector of India is broadly classified into 4 major categories. Responses indicate that Britannia covers the maximum portion

of the Pie chart indicating its market share to be 38 percent.

Parle G the second largest share holder with 31 percentages is catering to diverse

palettes of rural as well as urban India.

ITC,s Sunfeast trails the share tally with a market share of 21 percent.

Others category constitutes Biscuit industries that have very small percentage of market share .Industries like Priya Gold ,

Duke , Anmol etc comprise of only 10 percent of the urban market.

CONCLUSION

The perception of consumers indicates that Britannia is the un-doubtful leader of biscuit product in the urban part of India.

With its market share of 38 percent as compared to 31 percent by its competitive brand Parle, the company has targeted all segments of the industry considering price, age and taste as primary parameters of segmentation.

Britannia no-doubt as topped the sales static among its competitors , its visibility stats proof its effective advertising strategies and individual focus on segmentation.

Companies aggressive marketing strategies indicates its seriousness towards advertising and brand promotions.

REFERENCES

Equitymaster (2009). Britannia: All set to 'milk' the market [WWW] http://www.equitymaster.com/Detail.asp?story=2&date=9/1/2001 .

Britannia (2009) . History of Biscuits[WWW] http://www.britannia.co.in/history.htm .

Mediar (2009). Strategic marketing communications, branding, and advertising[WWW] http://www.mediar.com/ .