Britannia

By
Chirag Ahuja 52
Rajat Nagar 26
Rishikesh 27
Satish Kumar 32
Shubhankar
 Britannia’s Profile

 1892 in Calcutta (now Kolkata) with an initial investment of Rs. 295.

 1979 Britannia Biscuit Company was re-christened Britannia Industries

Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue
mark. 
 
 In 1997, the company unveiled its new corporate identity - "Eat Healthy,
Think Better" - and made its first foray into the dairy products market. 

 Today largest Biscuits Bakery company-sales turnover of Rs 8478 million.

 Indian biscuit market-61%

 Market leadership in an organized sector-48%

 introduction
 It brought the health dimension to an
industry that was traditionally driven by
taste alone. This is reflected in Britannia’s
brand slogan, introduced in 1997 that
exhorted consumers to ‘Eat Healthy, Think
Better’. This was quickly embraced by the
entire industry to come up with similar
promotional campaigns showing biscuits
to be an epitome of a healthy, happy diet.
 COMPETITORS
 Generally all organizations have competitors in the market. A particular
organization always comprises with other same business and according to
market share we clarify the brand of product is giving more challenge to my
product.
 it was found that main competitor of BRITANNIA is PRIYAGOLD biscuits.
BRITANNIA WORKS as the market leader.
 In my provided area the share of the market is as follows.
 BRITANNIA 48%
 PRIYAGOLD 20%
 PARLE-G 16%
 PURE FOOD 8%
 OTHERS 8%

When we compared with other businesses then we follow the quality, price ,
distribution system, promotional strategy etc. of the competitors Britannia
in is doing well.
 Financial Analysis

The Company witnessed all round growth in key categories with Biscuits
recording sales of Rs. 23,299 Mn. Bread, Cake and Rusk business crossed
the Rs. 2,700 Mn mark during 2007-08. This business has doubled in two
years with 20% excess growth in Good Day and Tiger
 Market segmentation and
selecting target market
 The starting point of any segmentation discussion is mass marketing. In
mass marketing,
 The seller engaged in the mass production, mass distribution and mass
promotion of one product for all buyers.
 Market segment consists of a large identifiable group within a market with
similar wants, purchasing power geographical location, buying attitudes or
buying habita.
 It is an approach midway between mass marketing and individual
marketing.
 We have try to form segments by looking at consumer characteristics;
geographic, demographic, and psychographic. After segmenting the market
then target market selected.
 MARKETING STRATEGY
 The market process is applicable to more than goods and services. Anything
related to market including ideas, events, policies, prices and personalities
comes under market strategy. However it is important to emphasize
opportunity in the market through market strategy.
 Following strategies adopted by the organization.

 A strong quality of the product and customer satisfaction.

 A growing relationship with customer and customer retention.

 Focus on competitors activity.

 A growing emphasis on global thinking and local marketing

planning.

 Promotional Strategy.
7 P’s OF BRITANNIA INDUSTRIES
LTD.

:
 Products

Bakery Products Dairy products

90% of business revenues 10% of Britannia annual
(biscuits, bread, cake) turnover Rs 13.38bn
Product Range Includes : 
 
 Britannia 50-50
 Britannia Good Day
 Britannia Bournbon
 Britannia Tiger
 Britannia Marie Gold
 Britannia Treat
 Britannia Milk Bikis
 Britannia Nutri Choice
 Britannia Time Pass
 Britannia Little Hearts Highlighted products are the power brands
 Britannia Nice Time contribute 80% of total sales. Tiger, Good Day,
 Britannia Cakes Marie are worth Rs 300 crore, Milk Bikis and 50-
50 worth Rs 200 crore whereas Treat is worth Rs
100 crore
• Became the largest brand in Britannia's portfolio in the
very first year of its launch and continues to be so till
today.

• Volume and value with sales of Rs 100 crore in the first

year of launch(1997)

• Today Tiger is the healthiest brand in Britannia’s

business portfolio bringing in annual sales of about Rs
400 crore within five years.

Tiger has 28% shares in market

except the Glucose Market segment
why?
 Pricing
 Market- Penetration pricing for the product like Tiger.
(50% sales from rural market)

 Product-Quality leadership for the products like Good

Day (2/3 share of market) and Tiger ( crossed Rs 1
billion sales)

 Special Event Pricing in festival seasons (Cookie hampers

include flavors such as cranberry, butter scotch, honey
raisin, treat and jam. Price started Rs. 50/- to 350/-.)

 Indirect price hike –reduced 100gm packet to 90gm-

maintaining the same price (customer didn’t felt price
hike)
 Promotion
ADVERTISEMENT- television, newspaper, magazines,
radio, hoardings.

SALES PROMOTION – small pack of 50-50 with good day, free gift pack in festive season,
rural marketing fair etc.

EVENTS - britannia khao world cup jao in 1999,(37% profit in 2003)

- the lagaan cricket in 2003( Rs 10-15 crore –> 20% growth in tiger biscuits)
- advertisement through the bats of
cricket player in 2003.

OCCASIONS - Britannia’s “SHUBH KAAMNAYEIN” for special festivals like Diwali, Holi,
Raksha-badhan, etc. (Rs 220 per pack)
 place
 2 million outlets

 100 stock-keeping units, 3,000 employees, over

1,500 authorized whole sellers, 53 depots and
46 factories.

 Acquiring the 49% stake of joint venture partner

Fonterra in the dairy business.

 Through a joint venture with the Khimji Ramdas

- acquired 70% beneficial state in Dubai based.
 people
 3,000 employees, over 1,500 authorized
whole sellers.
 There are very efficeint and trained people
working for this co. also the R& D work is
done by scientists.
 positioning
 The positioning is a creative exercise down with an existing
 product. the well known products generally hold a distinctive
position in
consumer's minds. The positioning requires that every tangible
aspect of product,
price, place and promotion must support the chosen positioning
strategy.
Company should develop a unique selling proposition (USP) for each
brand and stick to it,
As companies increase the number of claims for their brand, they
risk
disbelief and a loss of clear positioning. In general a company must
avoid four
major positioning errors. Those are under positioning over
positioning, confused
positioning and doubtful positioning.
 process
 Manufacture –east ,west south , nrth
zone
 Distributors
 Whole sellers
 Retailers
 consumer
 Recommendation
 Marketer needs to use advertising and brand building strategies to
address the discerning buyers and retail push to in different buyers.

 The manufacturer should understand consumer behavior because

retailers can't help quality and price.
 It is only up to dealers, it is demand they sell Britannia 42% agree
that at retail shop it is brand popularity, which determine the
purchase of biscuit.
 There is a greater need to understand the retailer behavior
considering them as a team working for the company may help
them to be attached to the company.
 There should be feeling of belonging to the company in inner of the
retailers.
 Setting values club for retailers so that they may exchange views
with the company and help in understanding consumer behavior.
 REFRENCES:
 WWW.BRITANNAICO.IN
 WWW.SEARCHINDIADAT.COM
 ECONOMICTIMES ARTICLE DATED
23/5/10
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