Nidhi Kulkarni

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Introduction
Britannia Industries Limited(AWADIAEnterprise)is
anIndianfood-productscorporationbasedinBangalore,
India.ItsellsitsBritanniaandTigerbrandsofbiscuit
throughoutIndia.
Today,BritanniaisaleadingfoodcompanyinIndiawith
overRs.8500croresinrevenue,deliveringproductsinover
5categoriesthrough4.2millionretailoutletstomorethan
halftheIndianpopulation.
Productrangeservestothewholespectrumfrom"mass
markettothepremiumsegment".
Thecoreemphasisacrossportfoliosisonhealthy,freshand
deliciousfoodandaretheFirstZeroTrans-fatCompanyin
India.

 50%ofproductportfolioisenrichedwithmicronutrients.Theproductsarealsodeliveredthrough
theBritanniaNutritionFoundationtocombat
malnutritionamongunderprivilegedchildren.
Britanniacaterstotheuppermiddleandhighendof
themarket-withatouchofpremiumtoit.
Onthepricequalitymatrix,GoodDaybiscuitscan
beclassifiedasaHigh-Valuestrategy.

Milestones
In1892,thebiscuitcompanywasstartedinhouseinKolkatawith
aninitialinvestmentofRs.295.
By1910,withtheadventofelectricity,Britanniamechanizedits
operations,andin1921,itbecamethefirstcompanyeastofthe
SuezCanaltouseimportedgasovens.
Inthesubsequentpublicissueof1978,Indianshareholding
crossed60%Thefollowingyear,BritanniaBiscuitCompanywas
re-christenedBritanniaIndustriesLimited(BIL).
Fouryearslaterin1983,itcrossedtheRs.100crorerevenuemark.
In1997,thecompanyunveileditsnewcorporateidentity-"Eat
Healthy,ThinkBetter"-andmadeitsfirstforayintothedairy
productsmarketin1999.
Britanniastrodeintothe21stCenturyasoneofIndia'sbiggest
brandsandthepreeminentfoodbrandofthecountry.

Current product range of the

company

BISCUITS
BREADS
DAIRY
CAKES
RUSK

Good day
GOODDAYBISCUITSareaproductfromBritannia
IndustriesLimited.ThisbrandplacesitselfintheFMCG
industry.
InIndia,FMCGisamongthetopfourrankingindustries
withanetworthofaround15BillionUSDandisgrowingat
aphenomenalratewiththeprojectionsofaround100
BillionUSDby2025
GoodDaysorigincanbeattributedtotheBritanniaR&
Dwhichbridgedthegapofbiscuitandcookies.
GoodDayisthemajorproductasfarasmarketleaders
fromBritanniaisconcerned.

 GoodDaybiscuitscouldnotbereplicatedbycompetitors
likeParle,ITCandnowUnitedBiscuits.OfcourseUnibic
hascomecloserbycreatingacookiesnicheinbiscuit
segmentsuccessfully.
RichinrecipetheGoodDayhasbeenpopularamong
masseswithitsbiteandtaste.
GoodDaybiscuithasnowmanyvariantssuchasButter,
Cashew,Pista,Chocochips,Choconuts.
BritanniahasshowcasedGoodDaywithhumantouchinits
TVandmediacampaign

Current range of products

Good Day Butter

Good Day Cashew
Good Day Nuts Cookie
Choco Chunkie
Good Day Chocochips
Good Day Choconuts

PEST analysis

Govt.ofIndiahasdecidedtoimplementFSSAregulationforstandardizationofp

Political
Political
Govt.ofIndiahasdecidedtoimplementFSSAregulationforstandardizationofp

Segmentation
Due to its varied ingredients, Good Day biscuits
customer pool comprises of people of all ages
and backgrounds.
Its image of premium biscuits makes it a biscuit
that could be served in gatherings and parties.
Good day is synonymous to a type of treat that
induces happiness in peoples daily life.
Good-day would appeal to the consumers as a
mid-range biscuit ,a further extension of that
product called "Good-day Choco-nut" falls in the
category of High-end biscuits

Promotions
Eat Healthy, Think Better!
5 sec stings on YouTube
https://www.youtube.com/watch?v=XuTEZI-zDUQ&feature=youtu.be
YouTube pre-rolls with TV to build multiplicity
https://youtu.be/MvropaeKEY8

World Smile day

Facebook with contextual messages leveraging the new visual identity
Twitter
Instagram Launched the channel for the brand
Hosted on a dedicated website happygooddaytoyou.com
Display banner ad network
Traditional mediums of hoarding, TVC, and radio were used to reinforce
the messaging

THANKYOU