Project on 4 P’s of Marketing

Product

Bourbon
 Company Profile
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.

Britannia mechanized 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.

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" –

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 recognized 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 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.
 Britannia Bourbon

• Rich & Delicious chocolate packed

between two crunchy chocolate biscuit
• It is best enjoyed while biting it with
a cup of coffee, while reading books &
by sharing it with friends with lots of
gossip & gupshup.
• Bourbon is a rich man’s cookie delight
• Bourbon is a perfect blend of Cream &
Biscuit
• Chocolate is a flavour of all seasons.
• Bourbon is loved & enjoyed by everyone
from Childs to Adults.
• Sugar sprinkled on the top layer of the
biscuit adds a Unique taste & look.
 Product Diffrentiation
• Form- Chocolate stuffed between two
rectangle shape biscuits with little sugar
on top.
• Design- Small Holes are designed on the
top to show the core chocolate & for
spreading the aroma of chocolate
• Quality- Chocolate is used in appropriate
qty to match the taste of the biscuit.
Product Positioning

Premium Cookies
Bourbon, Good Day, Hide N Seek

Special cookies
50-50, Crack Jack, Monaco

Basic cookies
Parle, Tiger, 20-20,
 India's first and favourite 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.

 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!
 Product Positioning
Before After

 Britannia's Bourbon biscuits, the brand had been traditionally placed in the ‘Treat’
portfolio in Britannia, a kid’s indulgence brand whereas Bourbon goes in the
adolescent/adult indulgence category.

 The task was to align the name and positioning of the brand to its audience.

 The brand needed to reflect the attitude of the target consumer and to be launche
as a category in its own right.

 The idea, therefore, was to study the target consumer psyche, their buying
patterns and lifestyle that could be reflected on the pack.
 Product Differentiation
Bourbon has a unique
rectangular shape as Invariably rectangular
Design compared to regular in shape.
biscuits which were
round in shapes
Quantity of biscuits in
Unique mouth packet are more. Very
Feature watering ole cream crispy
fillings.

Chocolate is used in
appropriate qty to perfect blend of Cream
Quality match the taste of the & Biscuit
biscuit.
 Product Pricing
Cost of sheet Rupees
Cost of production 1.00
Company's Profit 1.50
Packaging 0.50
Promotion 2.00
Transportation 1.00
Selling and Distribution 1.75
Cost to distributor 7.75
Distributor profit 0.75
Cost to Wholeseller 8.50
Wholesaler profit 0.50
Retail cost 9.00
Retailer Profit 1.00
MRP 10.00

Figures are for representational purpose