In Dilemma

Dewasish GhoshalPGDM(Agriculture)NAARM, Hyderabad

Company profile• Confectionary items• Head office : Kolkata• Top brand in Biscuit segment• 35 brands of Biscuits• Popular among youths

Launch of fifty-fifty• Sweet and salt cracker segment• Targeted to the premium and middle segment in biscuit• Dominated by parley's krackjack• The product is targeted at consumer of krackjack• Secondary target all other biscuit consumer

4Ps of Fifty-Fifty

4Ps of Fifty-Fifty

Strategies

• There is no reference to the sweet and salt characteristic either. This has been done deliberately. The company felt that describing the product could inhibit trial by consumers of krackjack, who dismiss fifty-fifty as a me-too product

• The ad-line simply says, “ new Britannia fifty-fifty, very-very tasty-tasty”

Launch of tiger

• Targeted to the lower segment, focus to the mass market, which makes up half of the total

4Ps of Tiger

Result

With tiger, Britannia's share in biscuit market has gone up from 7% to 15%. Tiger contribute nearly 30% of total company’s sale

The largest selling brand in the company’s portfolio within six months of launch

Time pass or energy

Distribution Strategy

Thank You