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Company Profile In 1892 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.Britannia mechanized its operations, and in 1921, it became the first company east of theSuez Canal to use imported gas ovens. Britannia's business was flourishing. But, moreimportantly, Britannia was acquiring a reputation for quality and value.On the operations front, the company was making equally dynamic strides. In 1992, itcelebrated 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 consumershad with 'Brand Britannia'.Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminentfood brand of the country. It was equally recognized for its innovative approach to productsand marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 MaskaChaska became India's mostsuccessful product launch.In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'Oneamongst the Top 200 Small Companies of the World', and The Economic Times peggedBritannia India's 2nd Most Trusted Brand.

Britania Bourbon ‡Rich & Delicious chocolate packedbetween two crunchy chocolate biscuit‡It is best enjoyed while biting it witha 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 everyonefrom Childs to Adults.‡Sugar sprinkled on the top layer of thebiscuit adds a Unique taste & look.

Product Diffrentiation ‡FormChocolate stuffed between tworectangle shape biscuits with little sugar on top.‡

wherever the hangout. bit by bit. Product Positioning Bourbon.. You can grab your very own NanoPack or a Pocket Pack. Hide N Seek Special cookies 50-50 . India's first and favourite Bourbon's sweet adventure began in 1955. Tiger.Crack Jack. Monaco Basic cookies Parle. Bourbon makes for greatcompany. Good Day. give yourself a happy high with a quick dose of Britannia Bourbon! Product Positioning Before its treat after its borbon . licking the cream. Take along a Party Packfor. yes. Since then Bourbon lovers across the country have been caught opening thischocolate couplet.. Whatever the occasion. a party! And the Gift Pack will surely win you a few brownie points! So go on. 20-20.Design-Small Holes are designed on thetop to show the core chocolate & for spreading the aroma of chocolate‡ QualityChocolate is used in appropriateqty to match the taste of the biscuit. The Hangout Pack is just right for chilling with friends. and nibbling at the melt-in-your-mouthbiscuit.

was to study the target consumer psyche.50 Packaging0. The idea. The brand needed to reflect the attitude of the target consumer and to be launchedas a category in its own right.Britannia's Bourbon biscuits. product Differentiation Design Bourbon has a unique rectangular shape a scompared to regular biscuits which were round in shapes invariably rectangular in shape.50 . therefore. Feature Unique mouthwatering ole cream fillings. Very crispy Quality Chocolate is used inappropriate qty tomatch the taste of the biscuit. perfect blend of Cream& Biscuit Product Pricing Cost of sheet Rupees Cost of production1. Quantity of biscuits in packet are more. The task was to align the name and positioning of the brand to its audience. a kid¶s indulgence brand whereas Bourbon goes in theadolescent/adult indulgence category.00 Company's Profit1. their buying patternsand lifestyle that could be reflected on the pack. the brand had been traditionally placed in the µTreat¶portfolio in Britannia.

00 .75 Cost to distributor7.75 Cost to Wholeseller8.50 Retail cost9.00 Retailer Profit1.Promotion2.75 Distributor profit0.00 MRP10.00S elling and Distribution1.50 Wholesaler profit0.00T ransportation1.