A

Project on

“BRITTANIA”

In partial fulfilment for the requirements of Business & Consumer Psychology subject for

Integrated Master of Business Administration Programme, GLS University.

Submitted by

Manarya S Dagli 202000510010046

Khilay Gandhi 202000510010068
Shlok Halani 202000510010078
Vrushang Maturkar 202000510010141
Sakshi Patel 202000510010197
Vishal A Rajsakha 202000510010220
Aagam P Shah 202000510010244
Sparsh Somani 202000510010319
Het Soni 202000510010324

Submitted To:

Prof. Dhariya Jhala

Assistant Professor

Submitted Date:

Batch: 2020-2025
 CHAPTER 1
INTRODUCTION OF THE BRITANNIA

PAST:
Britannia Industries Limited is an Indian company specialised in food industry, part of the Wadia
Group headed by Nusli Wadia. Founded in 1892 and headquartered in Kolkata, it is one of India's oldest
existing companies and best known for its biscuit products. The company sells its Britannia and Tiger brands
of biscuits, breads and dairy products throughout India and abroad. Beginning with the circumstances of its
takeover by the Wadia Group in the early 1990s, the company has been mired in several controversies
connected to its management. However, it still has a large market share and it is profitable.

The company was established in 1892 by a group of British businessmen with an investment
of ₹295. Initially, biscuits were manufactured in a small house in central Kolkata. Later, the enterprise was
acquired by the Gupta brothers, mainly Nalin Chandra Gupta, an attorney, and operated under the name
"V.S. Brothers." In 1918, C.H. Holmes, an English businessman based in Kolkata, was taken on as a partner
and The Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai factory was set up in 1924
and Peek Freans UK, acquired a controlling interest in BBCo. Biscuits were in high demand during World
War II, which gave a boost to the company's sales. The company name was changed to the current
"Britannia Industries Limited" in 1979. In 1982, the American company Nabisco Brands, Inc. acquired the
parent of Peek Freans and became a major foreign shareholder.

Past Milestones:
1892: Britannia was established in Kolkata with an investment of ₹295.
1921: Industrial gas ovens were imported to increase production.
1954: Development of high quality sliced and wrapped bread in India
1955: Britannia launched bourbon biscuit.
1963: Britannia cakes hits the market.
1979: Changed name form Britannia biscuit ltd. To Britannia industrial ltd.
1983: Sales touched 100 crores.
1986: The brand good day was launched and gained huge success.
1997: make a biscuit identity of ‘eat healthy, think better’ also launched his dairy products.
2004: Britannia was accorded the status of being a ‘super brand’.
2012: Britannia was awarded the global performance excellence award by APQO.
2015: Britannia bourbon, India’s first premium chocolate biscuit completes 60 glorious years.
2017: Entered a joint venture agreement with chipita S.A., A Greek company.

PRESENT:
Britannia Industries is one of India’s leading food companies with a 100-year legacy and annual revenues in
excess of Rs. 9000 Cr. Britannia is among the most trusted food brands, and manufactures India’s favorite
brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India.
Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese,
Beverages, Milk and Yoghurt. Britannia is a brand which many generations of Indians have grown up with
and our brands are cherished and loved in India and the world over. Britannia products are available across
the country in close to 5 million retail outlets and reach over 50% of Indian homes. The company’s Dairy
business contributes close to 5 per cent of revenue and Britannia dairy products directly reach 100,000
outlets.

Britannia Bread is the largest brand in the organized bread market with an annual turnover of over 1 lac tons
in volume and Rs.450 crores in value. The business operates with 13 factories and 4 franchisees selling close
to 1 mn loaves daily across more than 100 cities and towns of India. Britannia have a presence in more than
60 countries across the globe. Thier international footprint includes presence in Middle East through local
manufacturing in UAE and Oman, are the No 2 biscuit player in UAE with a strong contention to leadership
and have a similarly strong market position in the other GCC countries. They are also the market leaders in
Nepal and are in the process of investing a manufacturing facility in the country.

Britannia strategic expansion plan is based on the principle of ‘One new market a year’. Britannia plan to
expand through local operations in Africa and South East Asia in the coming years. Britannia takes pride in
having stayed true to its credo, ‘Eat Healthy, Think Better’. Having removed over 8500 tonnes of Trans Fats
from products, Britannia became India’s first Zero Trans Fat Company. Over 50% of the Company’s
portfolio is enriched with essential micro- nutrients which nourish the body. The company set up the
Britannia Nutrition Foundation in 2009, and began working on public private partnership to address
malnutrition amongst under-privileged children and women.

Brand Britannia is listed amongst the most trusted, valuable and popular brands in various surveys
conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and Havas Media Group
to name a few. Their relentless focus on quality and freshness have won us prestigious accolades including
the Golden Peacock National Quality Award and the Ramakrishna Bajaj National Quality Award. However,
the award that we cherish the most is the one given by our consumers. Britannia is recognized as one of the
most trusted, valuable and popular brands among Indian consumers in various reputed surveys. Britannia
believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavor to make a Billion Indians reach
out for a delightful and healthy Britannia product several times a day!
 Imagine Britannia.
 CHAPTER 2
SWOT OF THE BRITANNIA INDUSTIAL LTD.

SWOT OF BRITANNIA OF INDIA

Britannia is one of the most known Biscuit, bakery and dairy food FMCG companies in India. The vast
variety of products with known brand names like Good day, Marie, Cheese, butter etc make up the
core product portfolio of Britannia. Naturally, the distribution of Britannia is far and wide. In
the SWOT analysis of Britannia, the product line and distribution is the strongest point for the brand. The
same is discussed at length below.

Strengths:

1. Brand portfolio: Britannia is the only company in India that has offerings in bakery products
across the segment for all income groups due to which it’s possible for them to acquire
large share of wallet of consumers. Britannia holds nearly 30% market share in the India’s
biscuit category.
2. High Brand Recall: Because of its presence across range of bakery products like biscuits, rusk,
cakes & dairy products like milk, butter & cheese etc., their shelf visibility is high. Also their
focused marketing & advertising campaigns resulted into positive word of mouth & high
TOMA (top of mind awareness).
3. Serving Indian Markets from last 120 years: 123 years ago, in a small house in central Calcutta
(now Kolkata) an intrepid baker made a batch of delicious, golden-brown biscuits. These were
meant for officers of the British Raj and their families, people used to the high standards of
English tea-time snacking. Over the last century and a quarter, Britannia has been serving the
Indian consumer with a range of fresh, nutritious and flavor-rich products. Today, Britannia is
a leading food company in India with over Rs. 6000 crores in revenues, delivering products in
over 5 categories through 3.5 million retail outlets to more than half the Indian population.
4. In depth product portfolio: It has different offering for different income groups with large
assortments across the product categories like in Biscuits they have tiger, milk bikis, good day,
Bourbon, little hearts, crackers , nutria-choice.
5. Market Penetration and distribution: Being present in the market with such large SKU’s and
making it available through its robust distribution system, Britannia has penetrated to every
nook & corner of the country.
6. Market Leader in bakery: Britannia Industries Limited (BIL) is a major player in the Indian
Foods market with leadership position in Bakery category and has a market share of ~ 30% in
the industry. Britannia offers both delightfully indulgent and healthy choices in biscuits, bread,
cake, rusk and a range of dairy products that include cheese, curd and specially formulated
functional beverages with a dairy base.

Weakness:

1. Over dependency on the biscuit business: Britannia’s 75% revenue comes from biscuit
business. Although they are market leader in the same but over dependency on the same may
affect their long term existence in the business.
2. Various brands got commoditized over time: Brands like Bourbon & glucose biscuits of
Britannia got commoditized over time such as in case of “bourbon”, Parle also introduced
“Parle bourbon” biscuits. Brand name when used like this by other companies,
creates confusion in the mind of the consumers resulting in loss of sale.
3. No overseas presence: Apart from India Britannia have presence in Dubai & Oman that too
through subsidiaries. But overall export of the products is very less then its actual potential.
4. Struggling dairy business: Dairy business contributes only 5% of the company’s overall
revenues.
Opportunities:

1. Emerging Dairy Industry: With organoleptic (flavor, taste & color) features shaping the dairy
industry, improving dairy products can help the company to improve their market share &
reposition itself in dairy market.
2. Changing lifestyle & demand for healthier food products: Improvement in literacy rate, health
awareness, changing lifestyle,& increase in disposable income are shaping the demand for
healthy food products.
3. Overseas Market: Expanding its business to other overseas market can help the company to
emerge as a global player in the food products.

Threats: 

1. Competition in the market: With increasing number of players (local players – Anmol, Priya &
national- ITC, Parle), it’s becoming very hard for the company to differentiate themselves from
others. There is also threat from counterfeit products destroying its brand image in the market.
2. Price of raw material: Increasing price of commodities will result in further increase in the
price of the end product. Further increase in price will result in decrease in profitability or
reduced consumption.
3. Buyers power: With highly diversified consumer goods market where there are lots of brands
claiming different sorts of benefits, it’s very difficult for consumers to stick to a particular
brand & hence results into brand switching where consumer get power to select a brand based
on several factors  like availability, reference group recommendation, preference & price

SWOT BRITIANNIA OF USA:

Strengths (Internal Factor)

1. Market leader in the bakery: Britannia Industries Limited (BIL) is a major player in the Indian
food market and market leader in the bakery category with a market share of around 30% in
the industry. Britannia offers both a delicious and healthy range of biscuits, pieces of bread,
cakes, rusks and a range of dairy products like cheese, curd and specially formulated dairy-
based functional drinks.
2. Brand Portfolio: Britannia is the only company in India that offers bakery products to all
income groups, thereby securing a large share of consumers’ wallets. Britannia holds a market
share of nearly 30% in India in the biscuit category.
3. Long Legacy: 123 years ago, an intrepid baker made a batch of delicious, golden-brown
biscuits in a small house in the centre of Kolkata (Calcutta). These biscuits were meant for the
officers of the British Raj and their families, people who were used to the high standards of
English tea time.
4. High brand recall: due to the company’s presence in a range of bakery products like biscuits,
rusks, cakes and dairy products like milk, butter and cheese etc., its visibility on the shelves is
high. Also, their targeted marketing and advertising campaigns resulted in positive word of
mouth and high TOMA (Top of Mind Awareness).
5. Comprehensive product portfolio: The company has various offerings for different income
groups with a wide range in all product categories such as Tiger, Milk Bikis, Good Day,
Bourbon, Little Hearts, Crackers and Nutria-Choice.
 6. Market Penetration and Distribution: By being present in the market with such a large number
of products and providing them through a robust distribution system, Britannia has penetrated
every nook and corner of the country.

Weaknesses (Internal Factor)

1. Overdependence on the biscuit industry: the biscuit industry accounts for 75% of Britannia’s
sales. Since they are also the market leader but rely too much on this industry, their long term
business life is affected.
2. No overseas presence: apart from India, Britannia also has subsidiaries in Dubai and Oman.
However, the total export of goods is far below the actual potential.
3. Various brands have become commodities over time: Glucose biscuits like Bourbon &
Britannia have become commodities over time, as in the case of “Bourbon” Parle has also
introduced “Parle Bourbon” biscuits. When the brand name is used in the same way by other
companies, it leads to confusion among the customers and hence loss of sales.
4. Weakening dairy sector: The dairy sector contributes only 5 per cent to the company’s total
revenues.

Opportunities (External Factor)

1. Changing lifestyle and demand for healthier food: Improvement in literacy rate, health
awareness, changing lifestyle and increase in disposable income are influencing the demand
for healthy food.
2. Emerging dairy industry: as organoleptic characteristics (aroma, taste, and colour) shape the
dairy industry, improving dairy products can help the company increase its market share and
reposition itself in the dairy products market.
3. Overseas market: expanding the business to other overseas markets can help the company to
become a global player in the food sector.
4. Product line: Expanding the product line may be beneficial to Britannia, as the company has
loyal customers.

Threats (External Factor) 

1. Competition: with an increasing number of vendors (local vendors – Anmol, Priya & national
vendors – ITC, Parle) it becomes very difficult for the company to differentiate itself from
others. There is also a risk of counterfeit products destroying the brand image in the market.
2. Reach is a major threat: The company needs to increase its reach in rural areas as the
availability of the product can be a major threat.
3. Buyer power: In a highly diversified consumer goods market, where many brands are
promising different benefits, it is very difficult for consumers to get attached to a particular
brand. This leads to brand switching where consumers have the power to choose a brand based
on various factors such as availability, recommendations from reference groups, preferences
and price.
4. Price of raw materials: rising prices of raw materials lead to further increase in the price of the
final product. Further increase in price leads to a decrease in profitability or less consumption.
 CHAPTER 3
DETAILS OF THE BRITANNIA’S PRODUCTS

Company sells their all products in both the nations.

BISCUITS

 GOOD DAY CHUNKIES:

A true melt-in-the-mouth chocolate experience, Good Day Chunkies has the perfect balance of dark and
milk chocolate chips, which remain deliciously gooey even after baking.

 BAKER’S PRIDE TINS:

Our Baker’s Pride cookies are available in Butter, Danish, Choco chip, and Double Choco chip variants.
Packed in premium tins and boxes, they are the perfect gift for any occasion.

 BOURBON
Smooth chocolate cream sandwiched between crunchy, sugary chocolate biscuits. A pairing that never fails
to impress.

 MILK BIKIS CREAM

For the millions of kids who hate drinking their glass of milk, we have a lip-smacking Milk Bikis Milk
Cream variant. And because the energy of 3 biscuits is the same as a whole glass of milk, kids don’t have to
drink milk. They can eat it. Rich with the goodness of milk and baked to perfection, each bite is packed with
nutrients like Calcium, lodine and Vitamins.

 TREAT

A range of biscuits in delicious flavours, cool shapes and soft cream.

 BRITANNIA NICE TIME

Yet another iconic offering from Britannia, the Nice biscuit is sprinkled with sugar crystals and delightfully
crispy.

 BRITANNIA TIGER

A delicious biscuit, fortified with 25% Daily Growth Nutrients like Iron, Calcium, and Vitamins, helps
moms keep their little Tigers strong and roaring.

 NUTRO GLUCOSE & MALT ‘N’ MILK

The richness of wheat, milk, malt, honey and coconut make their way into these power biscuits. Each variant
is packed with the goodness of three nutritious ingredients, making them an ideal supplement and a great
source of energy all day long. As a result, mothers trust them and kids love them.

 NUTRO NICE
Coconut and sugar come together to create a biscuit that wins over taste buds.

BREADS

Whole Wheat Breads White Sandwich Breads

Bread Assortment Daily Breads

 CAKES

 Gobbles
 Tiffin Fun
 Nut & Raisin
 Muffills
 Layerz
 Rollyo
 Fudgeit

DAIRY
 Cheese
 Milk Based Beverages
 Fresh Dairy
 Everyday Goodness
 RUSK

Toastea:

BRITANNIA MILK RUSK

 With a satisfying crunch and wholesome flavor, our original Milk Rusk is best enjoyed with a cup of
tea.

BRITANNIA WHEAT RUSK

 A hint of cardamom gives this rusk a rich, aromatic flavor.

BRITANNIA BLACK SEED RUSK

 Dotted with black seed, this variant captures the true taste of tradition.
 CREME WAFERS

Treat Creme Wafer

NUTRO WAFERS

 Delightfully creamy wafers available in a range of mouth-watering flavors, including Chocolate,

Hazelnut, Vanilla, Orange and Strawberry.

TREAT WAFERS

 Our delicious and drool-worthy Treat Cream Wafers are available in Choco and Vanilla flavors.
Treat yourself now!

CROISSANT

Treat Croissant
 CHAPTER 4
EXPLANATION OF STP

SEGMENTATION
To better understand and generalize the needs and preferences of customers, it can be helpful to divide them
up into smaller, more manageable groups based on shared features. Our analysis of Britannia's market has
led us to the following segmentation strategy:

Demographic Segmentation
 The children's snacks available are Fruity Rolls, Tiger, and treat.
 Adults: Good day and cream crackers
 Little Hearts and Cream Biscuits Describe the Youth of Today
 Based on gender: Everyone

Segmentation Based on Behaviour

 Health benefits can be expected from consuming any Nutri choice, including tea time snack biscuits.
 Little Heart Biscuit and time pass.
 Customers who have a high usage rate are encouraged to enlist for Marie Gold.
 Biscuits and fruit rolls for in between mealtimes snacking

Segmentation Based on Psychographics

Britannia, over the course of the last century, has adapted in a number of ways to meet the needs of the
Indian market, including the introduction of a number of highly successful advertising campaigns and the
introduction of a range of outstanding items that are tailored to different age groups.

Targeting
After a market has been segmented, the next stage is targeting. In this phase, the company specifies the types
of customers they want to attract. Britannia has spent the better part of the last century and a half catering to
both small children and the elderly by producing goods for both demographics.
 Britannia Tiger is an affordable option for people with lower incomes.
 Britannia Marie Gold is a biscuit that comes in a family-sized package.
 Celebrations and special events aren't complete without fruit buns for the kids.

Positioning
The final step is for the organization to choose what kind of messaging or posture it should adopt when
marketing the product, based on its research into the ideal consumer profile.
Britannia has a wide range of brands available, and it makes strategic use of each one to fill specific gaps in
the market. Examine the strategic positioning they've taken:
 Tiger -Positioning the mother to determine which choice is optimal for the children.
 Younger people might enjoy Little Hearts as a tasty snack.
 Good day: Marketing oneself as the everyday biscuits that make everyone's day better.
 CHAPTER 5
SALES DATA OF BRITANNIA

SALES DATA OF BRITANNIA AT NATIONAL LEVEL (INDIA)

YEARLY RESULTS OF MAR '22 MAR '21 MAR '20 MAR '19 MAR '18
BRITANNIA
INDUSTRIES (in Rs. Cr.)

Net Sales/Income from 13,371.62 12,113.65 10,820.57 10,389.49 9,205.93

operations

Other Operating Income -- 265.18 166.11 92.96 98.13

Total Income from 13371.62

12378.83 10986.68 10482.45 9304.06
Operations

SALES DATA OF BRITANNIA AT INTERNATIONAL LEVEL (USA)

Britannia Annual Revenue

(Millions of US $)

2021 $8,971

2020 $8,150

2019 $7,986

2018 $7,791

2017 $7,515
 CHAPTER – 6
MARKETING STRATEGY

IDENTIFICATION OF FACTORS AFFECTING TARGETED CONSUMERS: --

Affecting factors are similar for both of the countries:

1. GENRATING DEMAND IS THE BIGGEST CHALLENGE:

It is surprising as FMCG is not a big-ticket purchase. When there is a slowdown in this sector, it reflects
lack of optimism on the part of the consumers," Britannia Industries MD Varun Berry said the
sluggishness persisted despite prices not moving up. "Our volume growth is almost 130% of our sales
growth in recent months," Berry added. The Nusli Wadia-controlled company's profits have jumped
fivefold, while stock price has vaulted sevenfold since FY11. On a CAGR (compound annual growth
rate) basis, Britannia's top line revenue has been growing at 12% while bottom line soared 45% between
2012 and 2015.

2. LACKS OF MARKETING STRATEGY:

 The social media presence of Britannia is relatively low with only 25K followers on Facebook, 7K
followers on Instagram, and 14K followers on Twitter.
 The Brand has been following the only conventional style of marketing with celebrities and missing
out on influencer Campaigning which can create a significant which can create a significant impact
on social media network.
 The Marketing strategy of Britannia is less aggressive as compared to its competitors like Parle G,
ITC, Influencers.
 The Britannia being the largest name in the food industry should focus on promoting health and
nutrition through their products.

We can clearly see that Britannia needs to bring the level of commitment and focus on its digital marketing
efforts as they have put in their traditional marketing methods. With big pockets and sound business
fundamentals, Britannia can face its competitors on all grounds if it quickly adapts its marketing efforts and
modernizes.

3. PROBLEMS DURING COVID LOCKDOWN:

 Biscuit maker Britannia Industries has said continued impediments to supply of essential goods, amid
the 21-day lockdown, will create a shortage of packaged food in the market over the next few days.
The issue may prolong till everything, from warehousing to movement of trucks, and permits for
manufacturing facilities, is activated across the country.

 The food industry supply chain is disaggregated and dependent on inter-state movement of goods.
This has caused a shortage of raw materials, and inventories across the chain, "If even one link in the
supply chain is broken, the country could run out of stocks of packaged food in the next 7-10 days,"
said Varun Berry, managing director, Britannia Industries said in a statement to the media.
  Our factories are primed to manufacture products at this time with all due hygiene and social
distancing protocols in place. But we need support from district authorities in allowing our factory
workers to travel to the factorypremises with appropriate safeguards. While the Central government
has issued all necessary permissions, the immediate need of the hour is that it be percolated right
down to the district authorities. This will help us kick start production and ensure un- interrupted
supply of essential packaged foods throughout the country," he said.

 Much like other large packaged consumer goods companies, Britannia too has seen plant closures, at
least in pockets where heavy lockdowns are in place. With restrictions on movement of goods,
several companies are finding it hard to transport goods from their factories to warehouses.
Moreover, distributors and wholesalers of these goods too are finding it hard to ensure supply to
retail stores.

DESCRIPTION OF MARKETING STRATEGIES USED FOR TARETING CONSUMERS:

MARKETING STRATEGY:
The marketing mix of a company is an assortment of different elements of the marketing plan. When a
company decides to market its products to customers, it does a small exercise called Segmentation,
Targeting and Positioning (STP) of its customers. Let us discuss these concepts further.
Segmentation:
This is the process of separating the customers into smaller categories on common factors to better
understand and generalize their needs and wants. We have researched Britannia’s segmentation strategy and
it is as follows:
Demographic Segmentation:
 Kids: - Fruity Rolls, Tiger and treat
 Matured People: - Good Day, Cream Cracker
 Youth: - Little Hearts, Cream Biscuits
 Gender: - For All

Behavioral Segmentation:
 Benefits: - for health benefits, all Nutri products, tea time snack biscuits
 User Status: - Little Heart Biscuit and time pass.
 Usage Rate: - Marie Gold is for high usage rate Customers.
 Occasion: - Snack Biscuit, Fruit rolls.

Psychographic Segmentation:
Britannia in the past 100 years has adapted accordingly to the Indian market and requirements like running a
few of the successful campaigns and offering some great products according to age group.

Targeting:
Targeting is the step that follows segmentation, in which the company selects the customer types it wants to
serve. Britannia in the past 100 years has not only focused on the new generation of kids but also has
focused on elderly people by various products:
 Britannia Tiger- Low price and for low-income group
 Britannia Marie Gold:- Biscuit and Family size.
 Treat fruit roll:- For children during the celebration and occasional time.

Positioning:
This is the final step of the process in which after deciding the customer the company wishes to target, it
decides what kind of messaging or kind of stance they should take while marketing the product.
Britannia has many brands in its portfolio and it smartly manages to use each of them to position itself in all
segments. Have a look at their smart positioning:
 Tiger: - Positioning for the mother to choose for kids
 Little Hearts: - Positioned as snacks for young people.
 Good Day: - Positioning is as everyday biscuits which brings happiness in everyone lives

Britannia’s social media trategy:

In this era of digitalization, it has become very important for companies to promote themselves on social
media platforms. Britannia has been doing its best on social media as well as to achieve its communication
aims.

Instagram:
Britannia has a total of 7,158 followers and they usually post their newly launched products and creative
banners and schemes for different festivals.

Facebook:
On Facebook, Britannia has a total 25,727 likes on their page and they usually post short advertisement
videos and posts, contests.
Twitter:
It has 14,700 followers on Twitter. It uses the same creative ideas on Twitter as on Facebook and Instagram.

Marketing campaign of Britannia:

Britannia’ is a century-old brand and is well known for its marketing campaigns in India. We will take a
deep dive into some of its most iconic campaigns and why they touched the hearts of its customers.

#KushiyokiZiddKro
The Brand has done a campaign in which they feature Bollywood actor Deepika Padukone in which she
urges people to focus on the goal and chase the real deal, and this message has been simply conveyed as
“Khushiyon ki zidd Karo”. In simple words this message means one should stay happy and pursue
happiness, then every day will be a Good Day.

#Bourbon Campaign
The company rolled out a new campaign for one of its most loved brands, Bourbon.
In this campaign, the company focused on Friendship and connected it to people whose lives are around
their friends and designed a campaign that is built on fulfilling the joyous moment with best friends.
#Britannia kaho world cup jao
India has always had a cricket fever. So, Britannia exploited this cultural bond as a great opportunity and
launched a campaign named “Britannia Khao world cup jar.” This campaign brings together the two
powerhouses of India- food, and cricket.

BRITANNIA’S INFLUENCER STRATEGY:

Influencers, owing to their mass reach, are important to every Industry. It helps in cutting through the noise
and attracting the followers of the celebrity to your brand directly. Britannia has a sizable and trusted
network with famous influencers and their fan following.
Recently, Saif Ali Khan and Shipra Khanna were seen whipping up cheesy dishes in Britannia Cheese
StarChef.
Vinay Subramanyam, Head-Marketing, Britannia Industries, shared more on the Little Hearts campaign
featuring rapper Kaam Bhaari and actress & influencer Ahsaas Channa.

Britannia Good Day unveils ‘Khusiyon ki zidd Karo’ with Deepika Padukone.
Bollywood celebrities Vidyut Jamwal and Bhumi Pednekar were also seen encouraging people to make a
healthy start and participate in Britannia’s #TheNutrimovement.

BRITANNIA’S MARKETING STRATEGY ANALYSIS: (Difference in global strategy)

Britannia’s marketing and social media campaigns are more focused on connecting taste, nutrition, and
moments of life. It has successfully occupied a major market share in the bakery, biscuits, and dairy
industry. Britannia has also focused on new product development and promoting nutrition and health.
Similarly, Britannia has been using influencers and celebrities for its various marketing campaign
promotions.

To further understand Britannia’s marketing strategy, we have done a pain point analysis based on our
research.

Pain Points
 The social media presence of Britannia is relatively low with only 25K followers on Facebook, 7K
followers on Instagram, and 14K followers on Twitter.
 The Brand has been following the only conventional style of marketing with celebrities and missing
out on Influencer Campaigning which can create a significant impact on social media networks.
 The Marketing strategy of Britannia is less aggressive as compared to its competitors like Parle G,
ITC, Influencers
 The Britannia being the largest name in the food industry should focus on promoting health and
nutrition through their products.

We can clearly see that Britannia needs to bring the level of commitment and focus on its digital marketing
efforts as they have put in their traditional marketing methods. With big pockets and sound business
fundamentals, Britannia can face its competitors on all grounds if it quickly adapts its marketing efforts and
modernizes.

INTERNATIONAL MARKET:
Although Britannia exports its various products to countries including the US, Ghana, Seychelles, Singapore,
Oman, Saudi Arabia, United Arab Emirates, Qatar, Bahrain, and Kuwait, but Tiger is exported to only Sri
Lanka, US and AUS. So, the existing distribution network.

GROWTH POTENTIAL:
The company is investing RS.130 crores from its internal cash reserves towards capacity addition. It is also
believed to be adding capacities at its contract manufacturing units at West Bengal, Assam, Pondicherry,
Kanpur and Nagpur. The company has also been following the inorganic route of expansion quite actively in
the recent past. It made its first international acquisition in March 2007 by buying 70 per cent stake in
Strategic Food International Co LLC, Dubai, a leading company in the biscuits and cookies segment in the
GCC (Gulf Cooperation Council markets) Biscuit industry in India in the organized sector produces around
60% of the total production, the balance 40% being contributed by the unorganized bakeries. With increased
production capacities Tiger will be able to capture part of unorganized sector be leveraged to export in these
countries.
 Increase economy of India
 Generate employment opportunity
 Good quality of Goods.
 Provide competition to foreign companies
 Improve standard of living
 Flow of foreign reserve and funds for the govt.

CHAPTER 7
CONSUMER BUYING BEHAVIOUR PROCESS

Consumer Buying Behavior refers to the actions taken (both on and offline) by consumers before buying a
product or service. This process may include consulting search engines, engaging with social media posts, or
a variety of other actions.
Consumer Buying behavior is the decision processes and acts of people/prospective customers involved in
buying and using products.

Consumer buying behavior process for INDIA & USA

Britannia needs to analyze buying behavior for:

1) Buyer’s reactions to a Britannia’s marketing strategy have a great impact on the Britannia’s success.
2) The marketing concept stresses that Britannia should create a marketing strategy that satisfies (gives
utility to) customers, therefore need to analyze what, where, when and how consumers buy.
3) Retailers can better predict how consumers will respond to Britannia’s marketing strategies,
Britannia need to gather feedbacks from their whole chain includes suppliers,wholesales, retailers
and final consumers.
4) This data also helps to predicts future demand and that will save the cost of extra manufacture.
5) Consumer demand those products which is tradable
6) Britannia should trend their products in social media with their social media marketing strategies.
There are six stages to the Consumer Buying Decision Process (for complex decisions). Actual purchasing is
only one stage of the process. Not all decision processes lead to a purchase.
All consumer decisions do not always include all six stages, determined by the degree of complexity.
The consumer decision-making process involves five basic steps. This is the process by which consumers
evaluate making a purchasing decision. The 5 steps are problem recognition, information search, alternatives
evaluation, purchase decision and post-purchase evaluation.

The 6 Stages of the Customer Buying Process:

Stage #1: Problem Recognition.

 Britannia should first recognize the needs of consumers.
 Understand where their existing products lacks or why their existing product can’t satisfy the need of
consumers.

Stage #2: Information Search.

 Identify What are those factors that affects Britannia’s products performance.
 Research on the products.
 If such product can’t perform well, then research on what changes Britannia should do in that
products?

Stage #3: Evaluation of Alternatives.

 Every consumer need verity.
 Suppose Britannia biscuits can’t perform well, company should came up with new verities of
products like Britannia cookies.

Stage #4: Purchase Decision.

 Consumer needs good products in affordable rate.
 Britannia need to came up with every type of quality and rates which is affordable for every kinds of
consumers.
 i.e., Britannia need to come up with Britannia premium biscuits as well as daily routine biscuit like
₹10 vala tea biscuit.

Stage #5: Purchase.

 Britannia’s products should be available at every provision store where consumer can easy to
purchase.

Stage #6: Post-Purchase Evaluation.

 Getting feedback and evaluate their product accordingly
 CHAPTER 8
SUGGESTIONS FOR MARKETING STRATEGIES

Marketing is a chief aspect in the working of any business. It plays a vital role in communicating a product
effectively to the buyers. Alongside, marketing forms the basis of various decisions, which are taken in a
company. In the recent times, marketing has become a complicated phenomenon. However, its importance
can’t be ignored for the success of any business.
Britannia should maintain an adequate know-how of the important marketing knowing is
(SUGGESTIONS FOR INDIAN MARKETS)

1. CHOOSE APPROPRIATE CUSTOMERS

 Britannia should do Proper research to find the appropriate target market.
2. MARKETING ACCORDING TO THE CUSTOMER PREFERENCES
 The process of marketing primarily revolves around the customers. Britannia should aims to
communicate the products in a manner, such that the lead gets converted into sales.
3. DEVELOP PASSION AND ZEAL IN THE ORGANIZATION
 Marketing is a complicated and important task. Enthusiasm should be built in the Britannia’s
business culture.
4. BE CREATIVE WHILE KEEPING YOUR GAME PLAY INTACT
  Britannia should develop uniqueness in their products.
 i.e., Consumer bored to use same product, Britannia should come up with something new in products
or services or teste or shapes or come with new unique ideas.
5. EASY TO UNDERSTAND
 Britannia’s way of marketing should be simple and easy to understand. A crisp and clear plan of
marketing captures the attention of customers in no time.
6. USING SOCIAL MEDIA
 Social media is a wide platform. It can help Britannia to reach out to many.
 Britannia should use a social media platform to advertise their products.
7. WORK ON A BRAND STRATEGY
 An effective branding strategy is essential to be different in the market.
8. BE DIFFERENT FROM COMPETITORS
 Develop a USP (Unique selling proposition) for Britannia’s product. Focus on highlighting the USP
in all the marketing strategies which are formulated.
9. ADVERTISING IN THE RIGHT MANNER
 The right kind of advertising for Britannia is important to capture the customer’s attention.
10. CUSTOMER FEEDBACK
 The success of a brand revolves around customer satisfaction. A systematic feedback channel must
be made to get the customer feedback.

(SUGGESTIONS FOR USA MARKETS)

One way to help Britannia to define best route to US markets is by first defining their own objectives for
such a significant undertaking. These might be objectives for profit levels, types of contracts, human
resource levels and calibre of your degree of control over the US operation, among others.

1. Geography – Focus is everything.

 Accordingly, time and place, consumers preference and testes and changes, so Britannia should
come up with different marketing strategy accordingly their markets.

2. Language – Say what you mean and mean what you say.
 The US version has evolved over the last three centuries to be a functional tool that can absorb the
millions of immigrants who arrived without its knowledge, needing to perform on-the-job quickly to
successfully build the country.

3. Culture – eats strategy for breakfast.

 Britannia should recognize US culture, then plan their marketing strategies accordingly.
 i.e., US people prefer cakes over biscuits so Britannia manufactures cakes more over biscuits. also,
US don’t have many tea stores like India, In India Britannia’s main product Britannia biscuit is sells
mainly in tea stores and people also like to consume biscuits with tea.

4. Top tips – know before you go.

  By carving up this vast geographic market in order to target (and thus manage) a series of smaller
ones, or segments, many small and medium-sized companies coming into the US can focus on using
their resources to best effect.

5. Regulation – do your homework.

 Best practice is to check with Britannia’s local US marketing agencies or the American Marketing
Association to see what is required for any marketing lists Britannia can rent or develop in-house.

6. Skills – find local knowledge.

 While finding the right marketing skills is identified in the Export Ready report as a barrier for
businesses, finding and using local US marketing advice and expertise on the ground will decide
Britannia’s fate.

CHANPTER 9
CONCLUSION

Britannia believes that its brands are its business. As per above study we believe that Britannia has adequate
investment in brands and focussing on customers, quality standards and differentiating products are the key
factors. Strong orientation to brand extensions and innovation contribute to enhance the corporate brand.
Britannia takes pride in having stayed true to its credo, 'Eat Healthy, Think Better’. It has wide range of
customers across many different countries. Britannia through brand image and strategies will definitely turn
the tables. In India, With the trust of almost one third of India’s one billion population and the strong
management at the helm, Britannia looks to continue following its path of dreaming big, being innovative
and providing quality products to its consumers. But In USA market, Britannia has a long way to go.
THANK YOU