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Britannia

By :
Kirti Jaiswal
Roll no- 23
National Post Graduate College
(Lucknow University.)

Britannias Profile

1892

in Calcutta (now Kolkata) with an initial investment of Rs. 295.

1979 Britannia Biscuit Company was re-christened Britannia


Industries Limited (BIL). Four years later in 1983, it crossed the Rs.
100 crores revenue mark.

In 1997, the company unveiled its new corporate identity - "Eat


Healthy, Think Better" - and made its first foray into the dairy
products market.

Today largest Biscuits Bakery company-sales turnover of Rs 8478


million.

Indian biscuit market-61%

Market leadership in an organized sector-48%

introduction

It brought the health dimension to an


industry that was traditionally driven by
taste alone. This is reflected in
Britannias brand slogan, introduced in
1997 that exhorted consumers to Eat
Healthy, Think Better. This was quickly
embraced by the entire industry to come
up with similar promotional campaigns
showing biscuits to be an epitome of a
healthy, happy diet.

COMPETITORS

Generally all organizations have competitors in the market. A


particular organization always comprises with other same
business and according to market share we clarify the brand of
product is giving more challenge to my product.
it was found that main competitor of BRITANNIA is PRIYAGOLD
biscuits. BRITANNIA WORKS as the market leader.
In my provided area the share of the market is as follows.
BRITANNIA
48%
PRIYAGOLD
20%
PARLE-G
16%
PURE FOOD
8%
OTHERS
8%
When we compared with other businesses then we follow the
quality, price , distribution system, promotional strategy etc. of
the competitors Britannia in is doing well.

Financial Analysis

The Company witnessed all round growth in key categories with Biscuits
recording sales of Rs. 23,299 Mn. Bread, Cake and Rusk business crossed
the Rs. 2,700 Mn mark during 2007-08. This business has doubled in two
years with 20% excess growth in Good Day and Tiger

Market segmentation and


selecting target market

The starting point of any segmentation discussion is mass


marketing. In mass marketing,
The seller engaged in the mass production, mass distribution and
mass promotion of one product for all buyers.
Market segment consists of a large identifiable group within a
market with similar wants, purchasing power geographical location,
buying attitudes or buying habita.
It is an approach midway between mass marketing and individual
marketing.
We have try to form segments by looking at consumer
characteristics; geographic, demographic, and psychographic. After
segmenting the market then target market selected.

MARKETING STRATEGY

The market process is applicable to more than goods and services.


Anything related to market including ideas, events, policies, prices
and personalities comes under market strategy. However it is
important to emphasize opportunity in the market through market
strategy.
Following strategies adopted by the organization.

A strong quality of the product and customer satisfaction.

A growing relationship with customer and customer retention.

Focus on competitors activity.

A growing emphasis on global thinking and local marketing


planning.

Promotional Strategy.

7 Ps OF BRITANNIA
INDUSTRIES LTD.
:

Products
Bakery Products

Dairy products

90% of business revenues


(biscuits, bread, cake)

10% of Britannia annual


turnover Rs 13.38bn

Product Range Includes :

Britannia
Britannia
Britannia
Britannia
Britannia
Britannia
Britannia
Britannia
Britannia
Britannia
Britannia
Britannia

50-50
Good Day
Bournbon
Tiger
Marie Gold
Treat
Milk Bikis
Nutri Choice
Time Pass
Little Hearts
Nice Time
Cakes

Highlighted products are the power brands


contribute 80% of total sales. Tiger, Good
Day, Marie are worth Rs 300 crore, Milk
Bikis and 50-50 worth Rs 200 crore
whereas Treat is worth Rs 100 crore

Became the largest brand in Britannia's portfolio in the


very first year of its launch and continues to be so till
today.
Volume and value with sales of Rs 100 crore in the first
year of launch(1997)
Today Tiger is the healthiest brand in Britannias
business portfolio bringing in annual sales of about Rs
400 crore within five years.
Tiger has 28% shares in market
except the Glucose Market
segment why?

Pricing

Market- Penetration pricing for the product like


Tiger.(50% sales from rural market)

Product-Quality leadership for the products like


Good Day (2/3 share of market) and Tiger
( crossed Rs 1 billion sales)

Special Event Pricing in festival seasons (Cookie


hampers include flavors such as cranberry, butter
scotch, honey raisin, treat and jam. Price started
Rs. 50/- to 350/-.)

Indirect price hike reduced 100gm packet to


90gm- maintaining the same price (customer
didnt felt price hike)

Promotion
ADVERTISEMENT-

radio, hoardings.

television, newspaper, magazines,

SALES

PROMOTION small pack of 50-50 with good day, free gift pack in festive
season, rural marketing fair etc.
EVENTS

biscuits)

- britannia khao world cup jao in 1999,(37% profit in 2003)


- the lagaan cricket in 2003(Rs 10-15 crore > 20% growth in tiger
- advertisement through the bats of
cricket player in 2003.

OCCASIONS

- Britannias SHUBH KAAMNAYEIN for special festivals like Diwali,


Holi, Raksha-badhan, etc. (Rs 220 per pack)

place

2 million outlets

100 stock-keeping units, 3,000 employees,


over 1,500 authorized whole sellers, 53
depots and 46 factories.

Acquiring the 49% stake of joint venture


partner Fonterra in the dairy business.

Through a joint venture with the Khimji


Ramdas - acquired 70% beneficial state in
Dubai based.

people

3,000 employees, over 1,500


authorized whole sellers.
There are very efficeint and trained
people working for this co. also the
R& D work is done by scientists.

positioning

The positioning is a creative exercise down with an existing


product. the well known products generally hold a
distinctive position in
consumer's minds. The positioning requires that every
tangible aspect of product,
price, place and promotion must support the chosen
positioning strategy.
Company should develop a unique selling proposition (USP)
for each brand and stick to it,
As companies increase the number of claims for their
brand, they risk
disbelief and a loss of clear positioning. In general a
company must avoid four
major positioning errors. Those are under positioning over
positioning, confused
positioning and doubtful positioning.

process

Manufacture east ,west south , nrth


zone
Distributors
Whole sellers
Retailers
consumer

Recommendation

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 dealers, it is demand they sell Britannia 42%
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 feeling of belonging to the company in inner of
the retailers.
Setting values club for retailers so that they may exchange
views with the company and help in understanding consumer
behavior.

REFRENCES:

WWW.BRITANNAICO.IN
WWW.SEARCHINDIADAT.COM
ECONOMICTIMES ARTICLE DATED
23/5/10

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