Name: Pratikkumar Joshi

Roll No: 13109

Product and Brand Management
Brand Name: Britannia
Product category:
Biscuits ( Food Industry), Bread and dairy products
Positioning platform on which the brand is
positioned:
Britannia has been in the biscuit market since 1918
when it started its operation in Calcutta.
They have positioned itself as a premium brand in
biscuit segment. Britannia is a umbrella brand which
contains many products under it which includes Tiger,
50-50, Bourbon, Marie, Nutrichoice, Little hearts,
Timepass and Milk Bikis.

Britannia
It has segmented the market on the basis of
demography and behavior.
Demographic segmentation:
Age:
Kids: Fruit rolls, Tiger and Treat
Youth: Little hearts, Cream biscuits
Adults: Good Day, Nutrichoice
Income: Lower income group- Marie, Tiger
Higher income group-Good Day, Nutrichoice
Gender: Both for male and female
Positioning
Target Audience
Rural and Urban Coverage through strong distribution
channels
Targets all age-groups through a variety of products
that is age-wise segmented marketing
FULL MARKET COVERAGE:
Britannia follows full market coverage pattern of target
market selection. It has differentiated marketing
pattern i.e. it operates in several market segments
and design different products for each.
As the cookies are being consumed by the person of
all age group, Britannia has selected whole population
as its target market.
It will be missing out on its market share if it doesnt
come up with the products catering to all the age
groups.