A COMPARATIVE STUDY OF BRITANNIA AND

PARLE BISCUITS IN BHUBANESWAR

Presented by –
Ashis Kumar Muduli (19dm001)
Amrit Kumar Dhal (19dm026)
Sambit Sahoo (19dm002)
Girija Sankar Nayak (19dm033)
Guided by –
Pooja Saha (19dm007)
Prof. Dr. D D Swain
INDUSTRY ANALYSIS & BISCUIT INDUSTRY IN INDIA
 Bakery industry in India is probably the largest among the processed food
industries, the production of which has been steadily increasing in the country.
The two major bakery industries, viz., bread and biscuits account for almost
82% of the total bakery products.

 Biscuit industry in India in the organized sector produces around 60% of the
total production, the balance 40% being contributed by the unorganized
bakeries.

 The major Brands of biscuits are- Britannia, Parle Bakeman, Dukes, Horlicks,
Priya Gold,Anmol.

 A few MNCs, i.e. Kellogs, Smith Kline Beecham, Heinz etc are also entering the
biscuit industry in India.
 Established - 1929
Established - 1891
Nature of business - Family
Nature of business - Public ltd
No of manufacturing units - 8 own ,60
No of manufacturing units - 5 own CMU
,40CMU
Market share ( value) - 32.94%
Market share ( value) - 32.80%
Ads Major methods - Celebrities endorse
Ads Major methods - Cricket events and ment
players New areas of promotion - Health and
New areas of promotion - Environment wellness
 COMPARE BETWEEN BRITANNIA VS PARLE
 Entry of new players have changed that status . Now that ITC and Priya gold are
trying to break into their market and have established them selves as important
players in biscuit market .
 These two major biscuit producers has are now forced to innovate products by
the consumers to create brands which could be differentiated .
 Both are trusted brand are ranked in top brands for biscuit ,both have a long
history of brands .

 The Major difference though is that where Britannia is revenues from bakery
products is around 90 % ,share of biscuit sales is around –80% for parle .
Recently two categories has seen major ad war are bourbon and salty snacks .
 Parle has come up with new bourbon under its hide and seek umbrella brand .
 Pitching against Britannia s popular bourbon which has 70% market share of the
bourbon biscuits .
 IMPORTANT BRANDS PITCHED AGAINST EACH OTHER

Category Britannia Parle

Glucose Tiger Parle G

Marie Marie Gold Parle Marie
Salty sancks 50-50 Krack Jack
Bourbon Bourbon Hide N seek
Cream Cream Treat Kreams
Cookie Good Day 20-20
Milk Milk Bikis Milk sakthi
RESEARCH METHODOLOGY
CONSUMERS PREFERENCE TOWARDS THE
DIFFERENT BISCUIT BRANDS
 STP OF BRITANNIA BISCUITS
Demographic Segmentation
 Age: Kids-Fruit Rolls, Tiger & Treat
 Matured People- Good Day, Cream Cracker
 Youth– Little Hearts, Cream Biscuits
 Income: Lower Income Group- Tiger, Marie
 Higher Income Group-Good day, NutriChoice
 Gender: For both Male & Female

 Behavioural Segmentation
 Benefits - For Health Benefits; All Nutri Products,
Tea Time Snack Biscuits &Sujie Toast.
 User Status – Little Heart Biscuit & Time Pass for Lovers.

 Usage Rate - Marie Gold is for High Usage Rate Customers.

 Occasion - Snack Biscuit, Fruit Rolls for occasion purposes.

 TARGET MARKETS
 Britannia Tiger-Low Price & Low Income Group
 Britannia 50-50-Tea Snack & Kids
 Britannia Marie Gold-Biscuit & Family Size.
 Britannia Good Day- Higher Income Group
 Treat Fruit Rollz-Children, during celebration
& Occasion time.
POSITIONING
 TIGER: Positioning is done for modern mother
 LITTLE HEARTS: : Positioning is to be a snacks
 GOOD DAY: Positioning is as everyday biscuits
which bring happiness in everyones lives
 MARIE GOLD:Positioning as a tea time biscuits with proteins
 SUGGESTIONS
 Company should fix reasonable price in order to attract the Lower income class.

 Company should maintain the same quality as it was in the beginning because of
some times quality is inferior due to its wrong ration of ingredients.

 The consumer expects different shapes of biscuits. Like Fish, duck, elephant, star for
attracting children.

 The company should give free gifts with all type of flavour of biscuits like stickers,
some small playing things, tattoos, pencils, eraser which are useful for the child.

 More calories should be reduced calcium; protein may be added to biscuits.

 If Biscuits with original nuts are introduced it will be good for consumer health.

 The companies shall offer new taste like apple and grapes Flavour in their brands.