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A Study on Effectiveness of Brand Strategy of Britannia Biscuits

A Study on Effectiveness of Brand Strategy of Britannia Biscuits

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Published by sagar puranik

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Published by: sagar puranik on Mar 11, 2010
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05/22/2013

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “
 
CHAPTER - 1INTRODUCTION
MARKETING:
In earlier times, marketers could understand consumers through thedaily experience of selling to them. Marketing involves an exchangetransaction between the buyer and seller. In other words, it is a set of activities to direct and facilitate the flow of goods and services from theoriginal producer to final consumer in the process of distribution.Perhaps the basic change in the marketing thinking is the paradigmshift from “perceiving a sale” to ‘creating a customer”. Marketing in parthas been largely transacted oriented; today it is more relationshiporiented. In addition to designing the best marketing mix “to make asale”, there is growing emphasis on winning and keeping customers.Good customers are always an asset which, when well managed andserved, will return a handsome lifetime income stream to the company. Inthe intensely competitive market place, the company’s loyalty throughcontinually satisfying their needs in a superior way.According to Philip Kotler.
Marketing
can be defined as “a socialand managerial process by which individuals and groups obtain what theyneed and want through creating, offering and exchanging products of values with others”.
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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “
 
CONSUMER :
 The term
“customer”
is typically used to refer to someone whoregularly purchases a particular store or company. Thus, a person whoshops at FOOD-WORLD or who uses Pepsodent tooth is viewed as acustomer of these firms.The traditional view points have been to define consumers strictly interms of economic goods and services. This position holds that consumersare potential purchasers of products and services offered sale. Here ourprimary attention will be directed toward ultimate consumers, thoseindividuals, who purchase for the purchase of individual or householdconsumption. And thus, this view has been broadened over time so thatat least some scholars now do not consider a monetary exchangeessential to the definition of consumer.
CONSUMER MARKET & BUYER BEHAVIOUR :
 The aim of marketing is to meet and satisfy target customers needsand wants. But getting to know your customers is never a simple job.Customers may state their needs and wants but act otherwise. They maynot be in touch with their deeper motivations. They may respond toinfluences that change their mind at the last minute.
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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “
 
CHAPTER – 2ABOUT BRAND
BRAND :
Branding has been around for centuries as a means to distinguishthe goods of one producer from those of another. In fact, the word brandis derived from the Old Norse word brand, which means "to burn," asbrands were and still are the means by which owners of livestock marktheir animals to identify them. According to the American MarketingAssociation (AMA), a brand is a "name, term, sign, symbol, or design, or acombination of them, intended to identify the goods and services of oneseller or group of sellers and to differentiate them from those of competition." Thus, the key to creating a brand, according to the AMA definition,is to be able to choose a name, logo, symbol, package design, or otherattribute that identifies a product and distinguishes it from others. Thesedifferent components of a brand that identify and differentiate it can becalled brand elements. Brand elements come in many different forms. Forexample, consider the variety of brand name strategies that exist. Insome cases, the company name is essentially used for all products (e.g.,as with General Electric and Hewlett-Packard). In other cases,manufacturers assign individual brand names to new products that areunrelated to the company name (e.g., as with Procter & Gamble and their Tide, Pampers, Iams, and Pantene product brands).
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