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Submitted by Hemangi shah (15 ) Ajit thakor (02)
Rupen patel (27) Lalitsingh jodha (18) Sumit Sharma (34 ) To, Kaustubh mishra sir.
EXECUTIVE SUMMARY After going thick on the things, now time is to make a complete picture. While making a product a SKU (stock keeping unit) of the shop retailers think about the GMROI (gross margin return on investment) and they promote the brand which provides them highest. They expect return in the form of profit margin, company schemes, window display and reference of the shop. Among these, company schemes make the difference and are the highest sources of motivation after profit margin. Retailing demands a constant push from the company. 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 manufacturers to deliver what consumer wants. I need to stress on it because 58% retailers said that it is demand why they sell Britannia. 61% 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 a feeling of belonging to the company in inner of the retailers. This can be done by setting values club for retailers so that they may exchange views with the company and help in understanding consumer behavior.
A biscuit company was started at 1892.Precise a nondescript house in Kolkata with an initial investment of Rs. 295. The company we all know as Britannia today.Britannia was acquiring a reputation for quality and value. During the World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces. , the biscuit market continued to grow as time moved on.And Britannia grew along with it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianans of the firm.Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark Britannia celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'. It is one of India's biggest brands and the pre-eminent food brand of the country in 21st Century . 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. BOARD OF DIRECTORS Chairman Mr.Nusli Neville Wadia
Managing Director is Ms. Vinita Bali
Directors are as below. Mr. Keki Dadiseth Mr. A.K.Hirjee Mr. Nimesh N Kampani Mr. S.S.Kelkar Mr. Pratap Khanna
Mr. Jeh N Wadia
Vision : Its dominate the food and beverage market in India with a high range. Mission Its dominate the food and beverage market in India through a profitable range by making every Indian a Britannia consumer. Short-term Objective : 1. To improve image to shareholders. 2. To improve internal processes and controls Long-term Objective : 1. To be the lowest-cost producer in the market. Authorized Production Depots Retailers 2. T Distribut ion Strategy :
Now, the company is also Authorized Production Retailers Wholesalers’ Center
Basic Strategies : 1. New product development 2. New market development 3. Outdoor promotion 4. Rural thrust
5. Cost management
Quality Policy : 1. Customer Satisfaction 2. Environment responsibility 3. Development of human resource
Improving skills and knowledge
Quality Objectives : 1. Reduce the customer complaints
2. To empower the workmen on individual work area to ensure that only quality
product are passed on the next page of production. 3. Continuous training for the development of human resources. 4. To minimize the accident level.
Features of Britannian: Britannians exhibit the following leadership behaviors (we fondly call BULBs – Britannia Universal Leadership Behaviors) : 1. Integrity 2. Team Orientation 3. People Development 4. Learning Orientation 5. Customer Orientation 6. Quality Orientation 7. Drive for Results 8. Entrepreneurial Spirit 9. System and Process Orientation 10. Communication COMPETITORS :
1. Priyagold 2. Parle_g
SWOT ANALYSIS STRENGTHS • Established brand name.
• • • • • • • •
Widespread Distribution Network. Wide Range products covering all segments. Focus on rural markets. Superior technology e.g. SAP. World-class factories. Research and Development department World-class factories. Research and Development department. WEAKNESS
High overhead costs competition from Parle, Priya Gold. Strength opportunities Opportunitie s Strategies • Differentiate brand according to regional disparities (product content, packaging etc.). • Uttaranchal manufacturing facility will cover burdens significantly. • Maintain the price to gain market share, focus on the Tiger brand taste. • • • Distribution thrust into interiors. Appointing A/W’s, RPDs. Opening van markets. WEAKNESS
Rural markets. Cost saving from lowering of excise duty on bakery products.
Price hike in 100-gram Parle-G brand.
• • •
Unorganized bakeries. Rising input costs. ITC and HLL entry in biscuits. Priya Gold and Anmol lower price offerings.
➢ Establish brand as emotional surplus identity. ➢ Restructure production facilities. ➢ Heavy advertising to create consumer pull and be allowed to charge a premium.
Advertisements emphasizing the product quality and nutritional value.
Cut overheads. ➢ Preempt innovations by these players, got first mover advantage.
Product ranges are as follow
➢ ➢ Good Day Jumbo Good Day Cashew, Badam and Pista
➢ Choco Chop and Choco Nut:
Analysis of product
Britannia Good Day was launched in 1986 in two delectable avatars - GOOD DAY CASHEW and BUTTER. Over the years, new variants were introduced - Good Day Pista Badam in 1989, Good Day Chocochips in 2000 and Good Day Choconut in 2004. This is rich biscuit enjoys a following of consumers all ages, loyal to the brand promise of a great taste. 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 Marketing involves finding out what your customers want and then meeting their requirements. a business must create a successful mix of: • • • • The right product or service Sold in the right place At the right price (PRODUCT) (PLACE) (PRICE)
Using the most effective forms of promotion. (PROMOTION) This is referred to as the 4Ps of marketing
PRODUCTS/BRANDING WITH PRISE
GOODDAY CHOCO CHIPS GOODDAY CASHEW GOODDAY CASHEW FAMILY GOOD DAY BUTTER GOODDAY BUTTER FAMILY GOODDAY PISTA GOODDAY PISTA FAMILY
72 x 75 Gm. (Rs15.) 80 x 75 gm. (Rs12.) 48 x 250 Gm. (Rs20.) 80 x 75 gm. (Rs10.) 48 x 250 Gm. (Rs18.) 80 x 75 gm. (Rs12) 48 x 250 Gm. (Rs 12)
1. On Basis of Durability: Biscuits are tangible in nature. They are consumed over a short period of time. Good Day biscuits are consumed at a fast rate and hence they are purchased frequently by consumers. Usage: Biscuits are used by consumer for personal, family or household use and is bought with the intension of satisfying personal needs.
BRITANNIA GOOD CHOCONUT BRITANNIA GOOD DAY BUTTER BRITANNIA GOOD DAY CASHEW BRITANNIA GOOD DAY JUMBO
BRITANNIA GOOD DAY PIS/BAD BRITANNIA GOODDAY BUTTER
It is comes in the premium biscuits segment and itspositioned as a health food. This brand is known for its richness and is basically targeted at children and yongsters as a tasty health food that can be consumed as a snack and also at the breakfast table .Hence it is promoted as a health food that it would give a person the energy to start his daily routine and so is named “Good Day”.
Britannia has used the multi branding technique in branding. its biscuits as they use different brands under the same product category to different buying patterns of the BRITANNIA GD CHOCONUT consumers. BRITANNIA GOOD DAY BUTTER BRITANNIA GOOD DAY CASHEW BRITANNIA GOOD DAY PIS/BAD BRITANNIA GOODDAY BUTTER BRITANNIA GOOD DAY JUMBO
its umbrella of Good Day brand of biscuits.
Britannia brand is advertised through hoardings on cricket grounds, on highways, through image building exercises like donations etc.
SALES PROMOTIONS “Eat Britannia, Go for World Cup" in 1999 .People bought the biscuit packs and searched for the lucky scratch to go England to see world Cup Cricket .The sales bounced 37% high on account of this strategy. In Lagaan Britannia Biscuits also as 40000 buyers of Britannia Biscuit packs were invited to see and a small lucky group to play the game with the movie Stars of Lagan. Now, there are "Jodi Banao" Offer & winning ideas of the “ Monmatano Britannia pran bhorano sharodiya” contest like create a special for dashmi.
1. 2. 3. 4. 5. A product is often referred to as a good quality if it is "fit for purpose". To ensure good quality Quality raw materials Quality production process Quality design
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