Presentation on 4 As of Rural Marketing

Presented ByNamratha Rai Vishal Thali

Britannia Britannia India Ltd was incorporated in 1918 as Britannia Biscuit Company Ltd. It has major brands such as Tiger glucose, Mariegold, Fifty-Fifty, Good Day, Pure Magic, Bourbon etc. The company holds a 40 per cent market share in the overall organised biscuit market. It has a capacity of 300,000 tonne per annum Its bakery product business accounts for 99.1 per cent of BIL's turnover.

Tiger Biscuit Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first year of its launch and continues to be so till today. The success of this brand has enabled Britannia expand its market share in the "Glucose" biscuit market from 10% to over 20%. Its share of the glucose biscuit market has increased from 7% to 15%. TIGER is a Rs. 200 crore brand with a market share of 24%. Having grown at 25% to 30% in the past growth is fast slowing down.

Awareness Slogan for rural segment Eat healthy, think better Britannia Tiger lagaan match. Britannia tiger Bachao Andolan. Hoardings Televisions Hatts & Melas

Affordability Tiger Biscuits have adopted the market penetration strategy i.e low pricing. Low price range, as low as : Rs. 4,Rs. 5 and Rs.10. Product is available in three different sizes 75 gms, 100 gms and 250 gms.

Availability It has a manufacturing Plant at Andheri which is outsourced to Oasis Enterprise. C & f Agents located at district level in various states. Wholesalers are present in the taluka level. Retailers in villages are supplied by wholesalers at the taluka level.

Acceptability Distinctly comfortable position in the consumer psyche built over the decade. Friend circle, social group and classmates etc. It is consumed by people of all ages. While some have it for breakfast for others it is complete wholesome meal, for some it is best accompaniment for chai.

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