Britannia Company - Success story of a brand in a developing country
Transcript of Britannia Company - Success story of a brand in a developing country
Success story of a FMCG brand
marketed in a developing
country
Presented by learning team 2: Ansuha Bhat Mohammad AladalhRita BatalhaTina LaiVictor Zhang
AGENDA
1 Introduction.
2 Re-birth of Britannia.
3 Branding Strategies.
4 The future of the Brand.
5 Conclusion
2nd most populous country with over 1.18b people
4th largest by purchasing power parity 7th country by geographical area 11th largest economy in the world by nominal
GDP $1.235 trillion
WHY BRITANNIA?
1 Largest companies in
bakery and dairy product India’s leader in biscuit
market 38% market share
Top 10 Most Trusted Brands
Growing and profitable• Growing 27% year, compared
to the industry's growth - 20%
• Between 98/01, the company's sales grew 16% against the market and profits reached 18%
MAIN BRANDS
MAIN BRANDS Biscuits
TiggerGlucose biscuit, with of wheat
and milkLargest brand in
Britannia's portfolio
14 variants
CookiesNutrition of wheat,
the richness of butter, milk, and
the smooth
flavour of elaichi
Good Day
Fastest growing
brands in Britannia's portfolio
and leader in
the cookies
category15
variants
50:50Family of crackers
and considere
d very tasty
Leader in its
category with more than 1/3
of market share
3 variants
MAIN BRANDS Dairy Portfolio
MilkMade from
fresh cows' milk,
new Britannia Milk with
the promise of
purity2
variants
RS
Dahi100% pure
and healthy.
Just good, well-set, and tasty
dahi3
variants
RS
ButterMade by churning
fresh cow's milk. Excellent spread-ability,
even after refrigerati
on
RS
GheeMade from cow's milk
with Vitamin A,
E and cancer fighting
anti-oxidants
4 variants
HISTORY AND EVOLUTION
RS RS RS
1892 1918 1945 1997
A biscuit company
was started in a small house in central Kolkata with an initial
investment of Rs 295 (aprox. £5)
C H Holmes,
an English businessman in Kolkata
was taken as a
partner and The Britannia Company
was launched
Biscuits were in
big demand during World War II, which gave a fillip to
the company’
s sales
New corporate identity –
"Eat Healthy,
Think Better“.Made its
first entry into the
dairy products market
RE-BIRTH OF
BRITANNIA
ProblemUnclear identityLocal competition
ChallengeDiversify portfolio
Distinct identity
RE-BIRTH OF
BRITANNIA
GROSS SALES
RS RS RS
£ 486million
BRAND BUILDING
RS RS RS
Eat Health
y, Think Better
DIFFERENTIATE PRODUCTS
CUSTOMERS
QUALITY STANDARDS
HEALTH AND
NUTRITION
BRANDS
DELIGHT AND
LIFESLTYLE BRANDS
INNOVATION
CULTURE &
NEEDS
TRUST &
LOYALTY
PHILOSOPHY OF
BRITANNIA
COMMUNITY
ACCESSIBILITY AND
AFFORDABILITY
THE BRITANNIA NUTRITION
FOUNDATION
CONSUMER QUALITY INDEX
DIFFERENTIATE PRODUCTS Range of low-fat and sugar free products
Fortified with vitamins and nutrients Removed trans fat from biscuits
Spread cheer, happiness, and free spirit
Laugher and happiness are infectious
Versatile and provides an exciting taste
DELIGHT AND
LIFESLTYLE
BRANDS
HEALTH AND
NUTRITION
BRANDS
DELIGHT AND
LIFESLTYLE
BRANDS
Investment in R&D, advertisement & sales promotion
Strong orientation and ability to innovate and extend its brands and products
INNOVATION
QUALITY STANDARDS
“Delivering consistent quality products to consumers, every time, all the time”
Strive and deliver quality standards Food safety certifications Quality audits New product quality tracking
DELIGHT AND
LIFESLTYLE
BRANDS
PHILOSOPHY OF
BRITANNIA
Consumer Quality Index• Covers the entire Britannia’s portfolio• Consistent improvement over the
months• Results: significant reduction in
consumer complaints and spontaneous and positive feedback from delighted consumers
CONSUMER QUALITY INDEX
CUSTOMERS
1/3 of the Indian population is vegetarian. Increase its vegetarian product portfolio by
15-20%.
DELIGHT AND
LIFESLTYLE
BRANDS
CULTURE &
NEEDS
Consumer quality index and product differentiation
Customers are loyal to the brand and rarely shift to another
Loyalty is more based on test and flavours and then goes to quality and reliability of the brand
TRUST &
LOYALTY
CONSUMER QUALITY INDEX
CUSTOMERS.
Introduced a number of new packs and prices to target new consumption opportunities ‘out-of- home’ Eg. Launch small stores next to bus stops and railways, with small sizes “buy-and-go”. Reaches more than 300 million homes and available in more than 3 million stores in India Affordable prices Eg. Britannia was the first company to price Rs5 (£0,07) for a pack of 10 elaichi cookies
DELIGHT AND
LIFESLTYLE
BRANDS
ACCESSIBILITY AND
AFFORDABILITY
COMMUNITY
DELIGHT AND
LIFESLTYLE
BRANDS
What it is? A non-profit institution, dedicated to activities and programs delivery quality, affordable and accessible food to children who suffers malnutrition
Why they are concerned:
• Iron Deficiency or Anemia affects 70% of the Indian population
• 2.1 million Indian children die before reaching the age of 5 every year (4 every minute) due to malnutrition.
.
DELIGHT AND
LIFESLTYLE
BRANDS
BRITANNIA NUTRITION
FOUNDATION
COMMUNITY
How they operate:
BRITANNIA NUTRITION
FOUNDATION
Britannia with Naandi and Gain supply fortified Tiger biscuits (rich in Iron) to supplement the Mid-Day Meal program in schools
Based on the experience Britannia created a new offering for all children Tiger Banana
LINE EXTENSION
RS RS RS
Flavours“promises to
bring more fun and more energy
to children”
LINE EXTENSION
RS RS RS
Functional “Different biscuits for different
moments and moods”
LINE EXTENSION
RS RS RS
Packaging“Different sizes
and shapes”
BRAND EXTENSION
RS RS RS
Origin Category: BiscuitsChallenge:Food and beverage companyStrategy: Co-operation - Fonterra company Dairy Products:10 products10% to Britannia's revenueThe portfolio grew by 30% in 01/02
RE-BRANDING Before Re-branding:
Old brand: .
“Is just cream biscuits”Low cost productDull packaging
New brand:.
Premium identityLuxury
Mood of greedHigh brand value
After Re-branding:
RE-BRANDING Results:• Boost the distribution - Pure Magic was initially
launched in Delhi and Bangalore and is now expanding its distribution to other cities in India
• Is driving the growth in the chocolate biscuit category by growing at 73%
• Consumers appeared to like the “new product”
BRAND EQUITY
Availability
Tasty
Childhood
Long time
Tea Time
Healthy
Afordable
All generations Reliability
Quality
Brand Awareness:•Consumers can easily recall: brand logo, product name advertisement• When customer want to buy biscuits, the first brand that come to their mind is the Britannia. Brand Image:•Britannia‘ brand is synonymous of trust, quality and a wide portfolio of products
THE FUTURE OF THE BRAND
What is Britannia's CEO saying for the future?.
•Keep looking at categories that gel with the principles of enjoyable and healthy food•Focus its efforts on consumer education
But in what ways...•Get into newer products and newer categories •Participate in as many consumption moments as possible• Delivery messages on product labels and through media
CEO -Vinita Bali
BUT WE BELIEVE THE FUTURE IS...
Tina
Focus on customer • Maintain excellence in
understanding customer needs
Differentiate Products• Diversify for other categories.• Eg. chocolate, cereals, baby-food
Quality Standards• Improve the quality of the
biscuits to compete and expand in the global market
Community Involvement• Use the brand to raise awareness about
ecological issues, eg. Recycling• Maintain the involvement with
malnutrition issue of India’s children
Anusha
Rita
Mohammad
Victor
THE BRAND VALUE MONITOR
Customer Experienc
e
Community
Involvement
Quality Standards
Differentiate
Products
Current PositionFuture Position
CONCLUSIONS
Britannia believes that its brands are its business
Adequate investment in brands and focus on customers, quality standards and differentiate products were the key factors
Strong orientation to brand/line extensions and innovation contribute to enhance the corporate brand
Catered to the emerging needs of customers helped boost brand loyalty
Distinctive and clear identity allowed Britannia to diversify into new categories
Thank You. Let’s discuss!