1.

Situation Analysis
1.1.Context

Tiger brand, launched in 1997, became the largest brand in Britannia's portfolio in the very first year of
its launch. Tiger has grown from strength to strength was re-invigorated in June 2005 & Apr 2008 has
further helped bolster its growth in the highly competitive glucose biscuit category during the first
decade.

Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk. It is for modern
mothers who play an enabling role for their children to compete in today's world and thus want the
best. Tiger Glucose has been fortified with "Iron Zor" with an attempt towards addressing the Iron
Deficiency crisis the children of India face.

Over the years, Tiger has become the mass-market face of Britannia symbolizing fun and energy in both
urban and rural India, and transcending glucose biscuits.

However, since past 5 years, Tiger brand of Britannia has faced a decline in Market share. In this project,
we intent to propose strategy for revitalizing Tiger biscuit Brand.

PESTLE Analysis

1.2.Competitors
Few of the competitors of Tiger brand are:

Parle G is the Market leader in the Glucose biscuit segment with 65 % market share.

While Britannia is the leader, it is closely trailed by ITC, known for its Dark
Fantasy biscuits, with 28% share in the category. Others notable players
include Mondelez and Parle with a pie of 17% each, according to industry
sources.
1.3.Customers

1.4.Company