Presented By AJISH BALASUBRAMANIAN ANKIT SETHI ASHISH TYAGI HARSHIT SHAH

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VIJAY SURIYAN

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COMPANY PROFILE
Established in 1 9 1 8 a s sm a l a ke ry i D u m lb n

D u m , K o l ta . ka I i a li ve stm e n t w a s R s 2 9 5 . ie . a ro u n d 3 . 8 8 n ti n . p o u n d s o f th o se d a ys. 1 9 8 3 sa l s cro sse d R s 1 0 0 cro re a ro u n d 1 0 e m i l o n p o u n d s. li
1 9 9 7 - n e w co rp o ra te i e n ti ' a t H e a l y , T h i k d ty E th n

B e tte r'l a d s to n e w m i o n : ' a ke e ve ry th i e ssi M rd I d i n a B ri n n i co n su m e r' . B I e n te rs th e d a i n a ta a L ry p ro d u cts m a rke t

 

Source:Britannia 2009

COMPANY VISION
To be one of the best biscuit and baked snack

producers in Europe.

To produce innovative products for an ever

changing markets.

Healthy biscuits and snacks using finest

ingredients.

PRODUCTS
BISCUITS BREAD DAIRY ETHINIC SNACKS MILK WATER

Source:Britannia 2009

Source: TV AdEx (Jan-Dec 2003)

COMMUNICATION MIX
a successful product it is necessary

r

to use communication mix in a right way.

fective communication includes right message at right time.

SALES PROMOTION

ADVERTISE

PERSONNEL SELLING

MARKETING COMMUNICATION MIX

DIRECT MARKETING Source:Davedolak 2009

PUBLIC RELATIONS

BRITANNIA’S COMM MIX
Advertising Sales Promotion Public relations and publicity Direct and interactive marketing Personnel selling 

Source: Britannia 2009

The sales promotion strategy followed by

Britannia includes gift like Toys included in its packs of biscuit segmenting towards lower age group categories.

Another strategy followed by Britannia is

increasing the weight of various product packs from 60 gram packs to 90 gram packs at the same price tags.

Britannia spends a lot on its advertisements

and uses mix of all media forms.

  Advertise through television, print , radio and

reach out to their target audience.

Britannia’s strategy
“Britannia khao world cup jao”—promotion was for

3

months

which promised free 3 days trip to UK for

100

lucky consumers of Britannia.

The company rolled out a wide range of its products

bearing the `Britannia khao world cup jao' slogan on the packaging. Consumers were required to collect 100 runs obtained on the purchase of Britannia products and redeem these for cut out coupons -- the key to the lucky prizes -- that can be collected at designated prize centers. Britannia made up to 37% profit of this

communication mix.

Cricket is a craze in India

Britannia started giving white marble free with

every pack of Britannia Treat.

Marble has a caricature of Indian cricketer

printed on it. http://www.youtube.com/watch?v=xYWd_qCoqoI

PUNCH LINES USED
Products Lines 50-50 Tasty” Marie Gold Milk Bikis Time pass moments” Tiger better” Treat

Punch “Very Very Tasty “Tea Time biscuit” “Eating Milk” “Perfect partner for Time pass “Eat Healthy Think “Lovable devils”

MARKET SHARE

Source: Equitymaster

2001

CONCLUSION
The perception of consumers indicates that

Britannia is the un doubtful leader of biscuit product in the urban part of India. With its market share of 3 8 percent as compared to 31 percent by its competitive brand Parle, the company has targeted all segments of the industry considering price, age and taste as primary parameters of segmentation.

CONTINUED….
Britannia no-doubt as topped the sales static

among its competitors , its visibility stats proof its effective advertising strategies and individual focus on segmentation. companies aggressive marketing strategies indicates its seriousness towards advertising and brand promotions.

REFERENCES
 Davedolak (2009). The Marketing Communications or Promotional Mix

[WWW] http://www.davedolak.com/promix.htm. (16th DEC 2009).

 Equitymaster (2009). Britannia: All set to 'milk' the market [WWW]

http://www.equitymaster.com/Detail.asp?story=2&date=9/1/2001. (16th DEC 2009).

 Britannia (2009) . History of Biscuits[WWW]

http://www.britannia.co.in/history.htm . (16th DEC 2009).
  Mediar (2009). Strategic marketing communications, branding, and

advertising[WWW] http://www.mediar.com/ .(16th DEC 2009).

 SMITH,P.,BERRY,C. &PULFORD,A.(2002) Strategic marketing

communications. 6th ed. London.Kogan page Publishers

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