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Brand Audit of Britannia Bourbon

Brand Audit of Britannia Bourbon

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Published by rishi_khemka

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Published by: rishi_khemka on Feb 03, 2011
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12/04/2012

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 BRAND AUDIT OF BRITANNIA BOURBON
 – 
 
‘THE ORIGINAL’
 SUBMITTED BY
:RISHI KHEMKA (09DM023)KAUTUK CHAURASIA (09DM054)PRAKHAR RAJ (09DM107)ANURAG KASHYAP (09DM109)PRADIPTA ROY (09DM112)
DATE OF SUBMISSION
: 13
th
September, 2010
PGDM
 – 
A
 
Page|
1
A.
 
BRAND DESCRIPTION
1.
 
BRAND IDENTIFICATION & HISTORY:Thick, rich and delicious chocolate sandwiched between two crunchy chocolate biscuits topped
with sugar crystals! This definitely calls to indulge one‟s dark side. The brand we have selected
for this
 project work is none other than „Britannia BOURBON‟.
 India's first and favorite Bourbon's sweet adventure began in 1955. Since then, Bourbon loversacross the country have been caught opening this chocolate couplet, licking the cream, andnibbling at the melt-in-your-mouth biscuit, bit by bit. Some have been witnessed chomping itwhole, at one go. Some have been noted to alternate it with sips of coffee; others team it withlots of gossip and gupshup, while a few have been observed enjoying it with a book. And somehave been seen reluctantly sharing their Bourbon.
Earlier when Britannia launched „TREAT‟, it included BOURBON in this category itself butsoon realized that this was like „trying to bound the CALYPSO in human form‟. BOURBON
was targeted to all the class of people of all the age groups primarily adolescents and adultsunlike TREAT which was targeted only towards the children. So Britannia played smart and re-launched the
 Electric Ebony
as the Original BOURBON.2.
 
CORPORATE INFORMATION:The story of one of India's favorite brands reads almost like a fairy tale. Once upon a time, in1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (nowKolkata) with an initial investment of Rs.295. The company we all know as Britannia today.
 
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2
The beginnings might have been humble-the dreams were anything but. By 1910, with theadvent of electricity, Britannia mechanized its operations, and in 1921, it became the firstcompany 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 tosupply 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 tillnow distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indianshareholding crossed 60%, firmly establishing the Indianness of the firm. The following year,Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four yearslater in 1983, it crossed the Rs.100 crores revenue mark.On the operations front, the company was making equally dynamic strides. In 1992, it celebratedits 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 "BritanniaKhao, World Cup Jao" promotion further fortified the affinity consumers had with 'BrandBritannia'.Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent foodbrand of the country. It was equally recognized for its innovative approach to products andmarketing: the Lagaan Match was voted India's most successful promotional activity of the year2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful productlaunch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the

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