Presentation Of Work-InProgress

Presented By: Muklesh 11202025 Niraj 11202026

We would be dealing in:-

1.Companys Profile 2.Swot Analysis 3.Competitors & Mission 4.BCG Matrix 5.Marketing Strategies 6.Market Segmentation 7.Positioning and Re-Positioning 8.Conclusion

Britannia -the 'biscuit' leader with a histo

Reason for its success
Ability to resonate with the changes in consumer needs. Offering convenience, variety & economy and health & nutrition.

Now Lets talk a little about the History Of Britannia

In 1892 a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company well known as Britannia today. Britannia's business flourished with time and it earned its reputation for quality and value.

SWOT Analysis

Strengths- characteristics of the business or team that give it an advantage over others in the industry. Weakness- characteristics that place the firm at a disadvantage relative tochances to make greater sales or profits in Opportunities- external others.

Threats- external elements in the environment that could cause trou

Competitors

Mission of Britannia
To dominate the food and beverage market in India through a profitable range of Tasty yet Healthy products by making every Indian a Britannia consumer. They want to be part of their consumer- at home, out of home, a natural part of their life.

Question Mark Time-Pass Pure Magic

Star Milk Treats Tiger 50-50 Little Hearts

Cash Cow Good Day Marie Gold Treat

Dog Nutri-Choice

Marketing Strategy
Product Price Place Promotion Positioning Research and development

Market Segmentation Criteria Measurable-In terms of Britannia

Size- Segmentation on basis of Age. Purchasing Power-Segmentation on the basis of income.

Substantial-In terms of Britannia

High Market share of Tiger Biscuit.(Preferred by all age groups) Digestive Biscuits are targeted towards diabetic and health conscio

Accessible-In terms of Britannia

Distribution channels Advertisements

Actionable-In terms of Britannia

For Health Conscious and Diabetic ConsumerBritannia's decision to remove 8,500 tons of trans fat from its biscui Fortified many of its products with vitamins and micronutrients such

Five Patterns of Target Market

Single Segment

Selective Concentra

Product Specialization

Market Specialization

Full Market Coverage

MARKETING RESEARCH PROCESS

POSITIONING:
Positioning Strategies 1. 2. 3. 4. 5. 6. 7. Attributes Benefits Use/Application User Competitor Product Category Price

Re-Positioning