A Study On

Introduction
A biscuit company was started in an ordinary house in Kolkata with an initial investment of Rs. 295. 1892 With the advent of electricity, Britannia mechanized its operations

1910

First company east of the Suez Canal to use imported gas 1921 ovens & machineries. Britannia took over the distribution of biscuits from Parry's

1975

1978

In the public issue , Indian shareholding crossed 60%.

1983

Crossed Rs. 100 crores revenue mark.

1997

New corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market.

2001

The Lagaan Match was voted India's most successful promotional activity of the year while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch.

2002

Formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd.

Now

Today, more than a century after those tentative first steps, Britannia's tale is not only going strong but blazing new standards.

Current Status
Mr. Nusli Neville Wadia - Chairman Ms. Vinita Bali - Managing Director With 10 Directors An increase of 16.4% in its Consolidated Revenue of Rs

1,607.9 crores and a Net Profit increase of 11% at Rs 62.1 crores. It also reported an increase of 16.8% in its standalone revenue of Rs 1,453.3 crores with Net Profit of Rs 57 crores, an increase of 5.3%.

Segmentation
Biscuit market in India can be segmented as follows: Glucose Marie Snack Digestive Cream Premium Crackers

MARKET SEGMENTATION
Age Group Different product for different age groups. e.g..

Tiger and Treat for kids , little hearts for youths and Good day for elder ones. Niche snacking segment- For those individually which are on the go, the company introduced small packs . Occasions Britannia's subh kaamnayein is for special occasions like festival .

PRODUCTs

Tiger: Butterscotch, elaichi, strawberry, banana, orange , etc. Key competitors: ITC (sun feast) , Surya foods (priyagold). Target Audience: Basically for kids.

 Positioning is done for modern mothers who play an enabling

role for their children to compete in today's world and thus want the best. Over the years, Tiger has become the mass-market face of Britannia symbolising fun and energy in both urban and rural India, and transcending glucose biscuits.

LittleHearts Little Hearts is targeted towards the growing youth segment. It is the only type of snack biscuit in the market with a wafer biscuit with sugar coating. A completely unique product, it was the first time biscuits were retailed in pouch packs like potato wafers.

Good Day: Britannia Good day started premium biscuits enriched with cashew , butter, badam pista, etc. (1986) Consumers across all ages. Good Day is amongst the fastest growing brands in Britannia's portfolio and is today the market leader with almost 2/3 share of the market. The brand is synonymous with everyday treats that infuse happiness into people's daily lives.

Milk bikis: The only biscuits with milk flavored cream, makes it the most different product in front of its key competitors. Milk bikis too is targeted towards kids who may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has been trusted by mothers as a source of growth energy of milk and their loyalty to the brand makes its competitors lose the race.

Marie: The oldest brand of Britannia and still no.1 in its category. Targeted and positioned towards tea time biscuit lovers.

50-50: This biscuit comes under snack biscuit. It was launched in 1993. It came with a flavor of Maska Chaska as a difference it covers 1/3 of the market share.

PRICE
All the biscuit under Britannia has kept appropriate pricing. Every biscuit has economy packs to family packs. This style covers every economic segments in the market.

Advertising Channels
Press Advertisement. Television Advertisement. Radio Advertising.

PROMOTION
SALES-PROMOTION e.g. Eat healthy ,Think better,

Buy Britannia ,see cricket ,Eat only Britannia Exchange 4 empty packs with a booklet , when Tiger was introduced in the market. Britannia supplied note books , scales pencils to children in the name of its new brand of cost . Britannia is providing small gifts in the Britannia treats pack.

PUBLIC RELATION+ DIRECT MARKETING

Buying biscuits means buying health nutrition and food Britannia conducted Qualitative and Quantitative research

surveying over 5000 consumers.

PLACE
Communication Channel T.V , RADIO Distribution channel Big Bazaar, Retail shop They spend huge amount own money over to distribution

channel , they keep their product in front of customer. Which pushes the customer to go for it.