OF

Britannia Industries Limited

By:-
Manoj Kumar Singh
Roll. No. 47
 Britannia was started in Calcutta in 1892 with
an initial investment of Rs. 295.
 In 1979, Britannia Biscuit Company was re-
christened Britannia Industries Limited.
 Forbes Global rated Britannia “One amongst the
Top 200 Small Companies of the World”.
 The Economic Times pegged Britannia India’s
2nd most Trusted Brand.
 In Indian biscuits market, Britannia is highest
selling in terms of value, followed by Parle and
ITC.
Products of Britannia
The new products of Britannia are:-
NutriChoice 5 Grain Biscuits
Tiger Banana
NutriChoice SugarOut
NutriChoice Digestive Biscuit
Treat Fruit Rollz
Britannia 50-50 Pepper Chakkar
The other Products are:-
Biscuits
Daily Fresh Breads, Cakes, Rusks
Shubh Kaamnayein
 – Different products for different
age groups. For e.g., Tiger & Treat for Kids,
Little Hearts for Youths and Good Day for
Elder ones.
– For those
individuals which are on the go, the company
introduced small packs.
– Britannia’s “Shubh Kaamnayein”
is for special occasions like festivals.
 – Britannia
follows full market coverage
pattern of Target Market
Selection.
 It has Differentiated Marketing
pattern i.e. it operates in several
market segments and design
different products for each.
 With Eat Healthy, Think Better, Britannia
positions itself as a healthy and nutritious
alternative.
 It also positions itself as delightful and tasty.
 Good Day ads with “Iska Toh Ho Gaya Re
Good Day”, it has tried to position as the
brand perseveres to infuse cheer, hearten the
nation and enliven lives.
 Britannia’s products comes under nondurable
goods.
 The products comes in different sizes as well
as shapes.
 The product features are:-
◦ The products are good for health.
◦ The products are tasty.
◦ The products are available in attractive packaging.
◦ The products are of good quality.
◦ The products are available in a number of variants.
◦ The products also provides development fuel for
children.
 Product-Line Length – Britannia has
a good length of its Product-Line.
 The company has done line
stretching in Two-Way Stretch.
 The pricing strategies of Britannia are:-
 Market-Penetration Pricing for the products
like tiger.
 Product-Quality Leadership for products like
Good Day and Treat.
 Special-Event Pricing in festive seasons.
 Britannia uses the both i.e. pull strategy as
well as push strategy to persuade the
demand.
 The company follows the intensive
distribution strategy.
 Consumer Distribution Channel
Manufacturer

West
North South East
Region
Region Region Region

Dealer

Wholeseller

Retailer

Consumer
 Britannia promotes itself through:-
 Advertisements – Television, newspaper,
magazines, radio, etc.
 Sales Promotion – Small pack of 50-50 with
Good Day, free gift pack in festive seasons,
rural marketing fair, etc.
 Events – Britannia Khao Worls Cup Jao in
1999, The Lagaan Match in 2001, etc.
 Interactive web site.