CONTENTS

INTRODUCTION

INTRODUCTION OF BRITANIA

Britannia Industries is one of India’s leading food companies with a 100 year legacy and annual revenues in
excess of Rs. 7500 Cr. Britannia is among the most trusted food brands, and manufactures India’s favorite
food brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in
India. Britannia is a brand which many generations of Indians have grown up with. Britannia’s product
portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and
Yoghurt. Britannia products are available across the country in over 35 lakh retail outlets and reach over 50%
of Indian homes. The company’s Dairy business contributes close to 10 per cent of revenue and Britannia
dairy products directly reach over 700,000 outlets and close to 3 million outlets through indirect distribution.
Britannia Bread is the largest brand in the organized bread market with an annual turnover of 1.1 lac tonnes
in volume and Rs.383 crores in value. The business operates with 13 factories and 5 franchisees selling close
to 1 mn loaves daily across more than 73 cities and towns of India. 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 with underprivileged,
under-nourished children by supplementing their daily meals with an Iron and multiple micronutrient
fortified product. The Foundation works through Public Private Partnerships with both Governments and
NGOs.
 INTORDUCTION OF PARLE

Parle began manufacturing biscuits in 1939, with a license to supply their biscuits only to the British Army.
In 1947, when India became independent, the company launched an ad campaign showcasing its Glucose
biscuits as an Indian alternative to the British biscuits. The Parle brand became well known in India following
the success of products such as the Parle-G biscuits. Much later, in 1977, the Morarji Desai government
expelled Coca-Cola from India. The family saw an opportunity here and opened their own cold drinks
business, which flourished because there was no competition. It minted money from selling cold beverages
like Gold Spot, Thums Up and Frooti, all of which became household names.
The original Parle company was split into three separate companies owned by the different factions of the
original Chauhan family, with a majority of it owned by Parle Agro products. The separation was only that
Jayantilal separated himself from his four older brothers. The reason was mainly because Jayantilal had a
lifestyle different from his four older brothers. The four older brothers got the biscuits business as their
share, and even to this day, they are all together with no further separation. Jayantilal took the beverages
section as his share. This section was further divided between his two sons. The three companies today are
as follows:

 Parle Products (1950s), led by Vijay, Sharad and Raj Chauhan (owner of the brands such as Parle-
G, 20-20, Magix, Milkshakti, Melody, Mango Bite, Poppins, Londonderry, Kismi Toffee Bar,
Monaco and KrackJack).
 Parle Agro (1960s), led by Prakash Jayantilal Chauhan (elder son of Jayantilal Chauhan). The
company is run by his daughters Schauna, Alisha and Nadia (owner of the brands such
as Frooti and Appy).
 Parle Bisleri (1970s), led by Ramesh Jayantilal Chauhan, younger son of Jayantilal. He runs it with
his wife Zainab Chauhan and their daughter Jayanti Chauhan.
All three companies continue to use the family trademark name "Parle". The original Parle group was
amicably segregated into three non-competing businesses. A dispute over the use of "Parle" brand arose
when Parle Agro diversified into the confectionery business, thus becoming a competitor to Parle Products.
In February 2008, Parle Products sued Parle Agro for using the brand Parle for competing confectionery
products. Later, Parle Agro launched its confectionery products under a new design which did not include
the Parle brand name. In 2009, the Bombay High Court ruled that Parle Agro can sell its confectionery brands
under the brand name "Parle" or "Parle Confi" on condition that it clearly specifies that its products belong
to a separate company which has no relationship with Parle Products.
 OVERVIEW OF COMPANY
OVERVIEW OF BRITANIA

COMPANY Britania biscuit company limited

Company type Public
Industry Food processing
founded 1892,132 years ago
headquaters Hungerford Street, Kolkata, India (registered office)

Whitefield, Bangalore, India (corporate headquarters)

Key people
Nusli Wadia (Chairman)

Varun Berry (Executive Vice-Chairman & MD)

Rajneet Kohli (CEO)

N Venkataraman (Executive Director & CFO)

products
Bakery products including biscuits, bread, cakes and rusk

Dairy products including milk, butter, cheese, ghee and dahi

World wide over 80 countries in the world.

website www.britannia.co.in
 OVERVIEW OF PARLE

COMPANY Parle
Company type Privet
Industry Food processing
founded 1929,95 years ago
headquaters Vile Parle (East),Mumbai, Maharashtra ,India
Key people Mohanlal Dayal Chauhan, (ex-Founder )

Raj Chauhan, (Owner )

Sharad Chauhan,( Owner)

Vijay Pal Singh Chauhan, (MD)

Abhishek Napit (CEO)

Arvind Kumar(CFO)
products
B i s c u i t s , C on f e c t i o n e r y ,S n a ck s ,C a ke s , Ru s k P l a t i n a
, R a n g e ,A t t a ,Ce r e al s

Website
www.parleproducts.com

World wide Cameroon, Nigeria, Ghana, Ethiopia, Kenya, Ivory Coast, Nepal. In
2018, we also added a new manufacturing plant at Mexico.
 BAKERY MARKET IN INDIA
Baking refers to the process of cooking food by using dry heat in an oven, hot ashes, or hot stones. Baked
goods or bakery products include items such as bread, cookies, biscuits, rolls, cakes, cupcakes, pies, tarts,
sweet rolls, coffee cakes, doughnuts, and refrigerated bakery products, among others. Baked goods, such as
bread, provide many nutrients that are vital for health. Bread and biscuits are some of the popular products,
among other baked goods.

The Indian bakery market demand is being aided by rising population levels, globalised culinary habits, an
emerging middle-class population, and a rising appetite for biscuits, cakes, and bread. The affordability and
high nutrient value of baked goods like bread and rusks are also boosting their demand. In addition, the
growing availability of healthy bakery products to cater to the health-conscious population, coupled with the
expansion of bakery chains, is propelling the market growth.

INDIAN BREKARY MARKET TRENDS :

The growing population is resulting in the increasing demand for bakery food products in India. This
represents one of the key factors positively influencing the market. In addition, the rising consumption of
bread, biscuits, and fast-moving consumer goods (FMCG) is contributing to market growth. Apart from this,
the increasing influence of western food trends is catalyzing the demand for bakery products in the country.
This, in confluence with the rising consumption of cakes on birthdays and other special occasions, is
stimulating market growth. Along with this, the burgeoning food and beverage (F&B) industry, coupled with
the expansion of quick service restaurants (QSRs) and fast-food chains, is increasing the usage of bread for
preparing sandwiches, soups, burgers, and snacks. Additionally, hectic lifestyles and changing dietary
patterns are driving the consumption of ready-to-eat (RTE) food and bakery products, which, in turn, are
creating a positive outlook for the market in India. Furthermore, the rising health awareness among
individuals is propelling manufacturers to introduce healthy, low trans-fat, multi-grain, and whole wheat
bakery products. Besides this, the expansion of hypermarkets, supermarkets, convenience stores, and
departmental stores is offering lucrative growth opportunities to manufacturers operating in the country.
Furthermore, the thriving e-commerce industry that offers doorstep delivery, exciting offers, and online
payment methods is augmenting the market growth. In line with this, the rising focus of leading market
players on promotional activities to expand their market reach and increase profitability is impelling the
market growth. They are also increasingly investing in research and development (R&D) activities to launch
organoleptically improved products.

COMPERTIVE COMPANIES:
The competitive landscape of the industry has also been examined, with some of the top Indian bakery
companies being Britannia Industries Limited, ITC Limited, Parle Products Private Limited and Surya Food
and Agro Limited.In those company I only do the cooperative study between two company are Britania
Industries ltd. and Parle Product Privet ltd.

MARKET SIZE :
The Indian bakery market size reached US$ 12.6 Billion in 2023. Looking forward, the publisher expects the
market to reach US$ 29.4 Billion by 2032, exhibiting a growth rate (CAGR) of 9.9% during 2023-2032. The
growing population and changing consumer preferences, driven by factors such as western food trends,
increased consumption of cakes and RTE food, and expanding retail and e-commerce sectors, are fueling the
Indian bakery market growth/demand. This, in turn, is prompting manufacturers to introduce healthier
options and invest in R&D to meet the evolving consumer demand.

BEKARY PRODUCT IN INDIAN MARKET :

 Biscuit

 Bread

 Cakes and Pastries

 Rusk

CAUSE OF GROWTH IN INDIAN BREKARY MARKET :

There is a rising incorporation of ethnic ingredients such as turmeric, coconut, saffron, elaichi, and hibiscus,
among others, in baked goods in India to provide a multi-sensory experience and bold flavours.Some major
factors driving the Indian bakery market growth are growing health concerns, innovations in bakery
products, and the development of sugar-free, gluten-free, and fortified baked goods. Key players are also
capitalising on the trend of health and wellness by developing baked goods with functional ingredients such
as omega-3, fruits, superfoods, seeds, nuts, antioxidants, and vitamins, among others. Besides, the growing
environmental consciousness is prompting key players to adopt sustainable practices, renewable energy
sources, and eco-friendly and recyclable packaging solutions.

Report Attribute Key Statistics

Base Year 2023

Forecast Years 2024-2032

Historical Years 2018-2023

Market Size in 2023 US$ 12.6 Billion

Market Forecast in 2032 US$ 29.4 Billion

Market Growth Rate 2024-2032 9.6%

 MARKETING MIX OF BRITANIA
The Marketing mix of Britannia analyses the 4Ps of Britannia’s marketing strategy, which includes
the Product, Price, Place, and Promotion of Britannia Industries Limited (BIL), which is a market leader in the
Indian bakery and biscuit market. Established in March 1918, it has steadily grown and secured itself as one
of the heavyweights of India. Its portfolio of brands includes Tiger, Good Day, Marie Gold, and 50:50. It
became the first company in the East to use imported gas ovens. As a business, it flourished and acquired its
reputation for quality and value.

BRITANIA PRODUCT STRATEGY :

The new Product Mix of Britannia in 2023 is as follows (Source)

1. Biscuits: This is Britannia’s core product category, contributing significantly to its revenue. The
company offers diverse biscuits, including popular brands like Britannia Tiger, Britannia Good
Day, Britannia Nice Time, Britannia Treat, Britannia 50-50, Little Hearts, Bourbon, and Britannia
Marie. These biscuits are available in various flavors and cater to
different consumer preferences.
2. Bread and Bakery Products: Britannia has a long history of producing bread and other bakery
items. The product range in this category includes different types of bread, fruit bread, and
other bakery products.
3. Dairy Products: Britannia’s foray into the dairy segment includes products like cheese, butter,
ghee, and curd. These dairy products are made possible through cooperative agreements with
dairy firms.
4. Cakes and Rusks: The company also offers a variety of cakes and rusks, catering to different
taste preferences and occasions.
5. Nutri Choice Range of Products: Britannia specifically focuses on health-conscious consumers
with its Nutri Choice range, which offers healthier biscuit options.

Britannia’s product strategy is characterized by focusing on taste and nutrition, and it provides a range of
options for healthier products to cater to India’s diverse consumer base.

BRITANIA PRICE STRATEGY:

Britannia’s pricing strategy exemplifies a blend of competitive and value-based approaches tailored to its
diverse range of products in the online segment of the FMCG sector:

1. Competitive Pricing: In a highly competitive market, especially in the biscuit and

dairy segments, Britannia adopts a pricing strategy that competes closely with its major rivals,
like Parle and Amul. This approach helps maintain a strong market position without
compromising market share.
2. Value-Based Pricing: While keeping prices competitive, Britannia also emphasizes the quality
and value of its products. This strategy ensures that customers perceive Britannia’s products
as offering good value for money, thereby justifying the price points.
 3. Product Bundle Pricing: Britannia employs a bundle pricing strategy, particularly for family and
bulk packs. This method provides a pricing advantage to consumers and encourages bulk
purchases, thereby increasing sales volumes.
4. Price Discrimination Strategy: The company uses a price discrimination strategy, offering
products at different price points to cater to various customer segments. This allows Britannia
to attract budget-conscious customers and those willing to pay more for premium or health-
oriented products.
5. Market Penetration and Skimming: Britannia might initially adopt a penetration
pricing strategy for new products or market entries to gain market share. Conversely, for
unique or premium offerings, it may use price skimming, setting higher prices initially and then
adjusting them based on market response.

Britannia’s pricing strategy effectively balances significant market share and competitiveness with
international players with the perceived value of its products, catering to a wide customer base with varied
preferences and purchasing power.

BRITANIA PLACE STRATAGE :

Britannia’s place strategy, crucial for its market presence and customer reach, includes these key elements:

1. Extensive Distribution Network: Britannia follows the Fast-Moving Consumer Goods (FMCG)
distribution model, appointing distributors at strategic locations. This network ensures that its
products are widely available across various markets.
2. Urban and Rural Penetration: While Britannia has a strong distribution presence in urban
areas, it continues to work on strengthening its reach in rural areas, acknowledging the
challenges of distribution in these regions.
3. Modern Trade Channels: The company handles current trade channels such as big retail chains
(e.g., Big Bazaar, D Mart), ensuring a prominent presence in these high-traffic retail
environments.
4. Breaking the Bulk Strategy: Britannia’s distribution channel follows a ‘breaking the bulk’
strategy, where large quantities are transferred from the factory to carrying and forwarding
agents (C&F), then to distributors, and finally to retailers and dealers.
5. International Presence: Besides its strong domestic market, Britannia has also made strategic
foreign deals and joint ventures, expanding its market share internationally. This
includes collaborations with companies like Peek Frean (UK) and acquisitions like Parry’s,
enhancing its global reach.

BRITANIA PROMOTION STRATAGE :

The most vital asset for promoting Britannia products is the product itself. The products are tasty and people
like it. Thus, a pull is created directly by the product. However, today, no company can exist without
promotions and advertising. The same is true in the case of Britannia as well. However, the advertising
spending and promotional activities for Britannia are controlled because of the brand equity of Britannia
products and the brand’s presence for almost a century in the Indian market.The company uses most of the
money through the usual advertising methods, including billboards, magazines, TV ads, and point-of-
purchase advertising. In November 2012, BIL hired Salman Khan to endorse its Tiger range of products. The
famous Bollywood actor promotes the core values of the Tiger brand range because of his dashing style and
personality. Britannia has high advertising spending for products like Good Day and Bourbon, which are
almost stars for the Britannia brand. However, the investment for marketing dairy products is minimal
because many expenses must be made to distribute the products. Britannia has enough brand and clout in
the market because of its constant presence in the sports industry in the last few decades, and its product
has received a natural pull from the market.

MARKETING STRATEGY OF BRITANIA

Marketing strategy of Britannia 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 industries.
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 strategy.

1)SEGMENTATION ,TARGATING AND POSITIONING

The marketing strategy 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 generalise their needs and wants. We have researched Britannia’s segmentation strategy and it is as follows:

 Demographic Segmentation

 Children: Fruity Rolls, Tiger, Treat

 Adults: Good Day, Cream Cracker

 Youth: Little Hearts, Cream Biscuits

 Gender: All Inclusive

  Behavioural 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

Over the course of the last century, Britannia has adeptly aligned itself with the Indian market and its
evolving demands, effectively executing successful campaigns and introducing exceptional age-specific
products.

 Targeting :

After segmentation, the subsequent phase is targeting, where the company identifies the specific customer
segments it aims to cater to. Over the span of the last century, Britannia has extended its focus beyond just the
new generation of children, encompassing products tailored for the elderly population:

 Britannia Tiger – Economically priced for the budget-conscious

 Britannia Marie Gold – Suitable for families and offered in a biscuit form

 Treat Fruit Roll – Designed for children to enjoy during celebrations and special occasions.

 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’s lives

After discussing the marketing mix of Britannia, let us now discuss the social media strategy employed by Britannia
to win over its customers.

2)SOCIAL MEDIA CAMPAIGN :

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 it’s most iconic campaigns and why they touched the hearts of its customers. Britannia’s presence on
social media platforms remains modest, with a follower count of merely 25K on Facebook, 7K on Instagram, and
14K on Twitter.
  #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 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.

3)ECOMMERCE MARKETING STRATEGE

E-commerce partnerships have been a key aspect of Britannia’s digital marketing strategies, enabling them
to expand their reach, tap into new customer segments, and enhance their online presence .

 Identifying Strategic Partners:

Britannia carefully selects e-commerce platforms that align with their target audience and brand
positioning. They analyze the demographics, user base, and market presence of potential partners to
ensure a good fit for their products.

 Collaborating with Established E-commerce Platforms:

Britannia seeks partnerships with well-established e-commerce platforms, such as Amazon, Flipkart, and
BigBasket. These platforms provide a wide customer base and robust infrastructure for online sales,
enabling Britannia to leverage their reach and credibility.