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BRITANNIA-DEEPTI SHARMA -DIVYANSHI DAYALANI-RISHABH KUMARDIVYANSHI DAYALANI

What are FMCG goods??FMCG goods are popularly known as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals.The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return.

FMCG INDUSTRY OVERVIEW

India accounts for 0.68% of global FMCG market.Currently at, $49 billion .Growing awareness, easier access, and changing lifestyles have been the key growth drivers for the sector.

Britannia overviewEstablished in 1892Headquarters in Kolkata.Product variants Bakery, Confectionary & DailyPublic issue in 1978Identity : Eat healthy, think betterChairman : Nusli N WadiaWorking under Wadia groupBritannia was awarded the global performance excellence award by APQO, 2012

Vision and mission of Britannia

Vision : to dominate the food and beverage market in India with a distinctive range of Tasty yet healthy Britannia brands

Mission : To dominate the food & beverage market of India through a profitable range of tasty yet healthy products by making every Indian a Britannia consumer.

Marketing mix

Product

Company created a very high quality products

Cost leadership

Leading brand in biscuit industry

REFERENCE : http://www.goodreturns.in/company/britannia-industries/product-mix.html

Price Pricing strategy : Competitive pricing is the sole pricing strategy which Britannia uses. Products prices ( In Rs.)Biscuits : Good Day 10Nutrichoice20Marie gold15Tiger5Jim jam & treat18Bourbon20Little hearts10Bread 20Cake 25Cheese 129

Place

Promotion Advertisement : Television, newspaper, magazines

Sales promotion : Small pack of 50-50 with Good day, Free seasonal discounts

It has been a sponsor of many cricketers on bat & t-shirts

Event : Britannia khao, world cup jao in 1999,

Campaign of Eat healthy, think better, 1997

Magazines & Newspaper

Facebook page

Segmentation targeting & positioningMarket segmentation - Demographic segmentation

Age: Kids-Fruit Rolls, Tiger & Treat Matured People-Good Day, Cream CrackerYouth Little Hearts, Cream Biscuits

Income: Lower Income Group- Tiger, MarieHigher Income Group-Good day, NutriChoiceGender: For both Male & FemaleBehavioral segmentation

Benefits:For Health Benefits; All Nutri Products, Tea Time Snack Biscuits &Sujie Toast

Occasion- Snack Biscuit, Fruit Rolls for occasion purposes.

Niche segmentation

Britannia Slice Cakes and Britannia good day are designed for the people who actually also wants some food characteristics in a biscuit. Different cream biscuits are also made for the people who love to have a biscuit with cream

Targeting

Britannia Tiger-Low Price & Low Income GroupBritannia 50-50-Tea Snack & KidsBritannia Marie Gold-Biscuit & Family Size.Britannia Good Day- Higher Income GroupTreat Fruit Rolls-Children, during celebration & Occasion time.

PositioningTIGER: Positioning is done for modern motherLITTLE HEARTS: : Positioning is to be a snacksGOOD DAY: Positioning is as everyday biscuits which bring happiness in everyone's livesMARIE GOLD: Positioning as a healthy biscuits with proteins ( sugar free)

BCG MATRIX

BourbonPure magic

Nutrichoice & dairy based product

SWOT ANALYSIS

Britannia has been around 120 years in the industryBrand portfolioWide range of bakery productsStrong presence in rural marketMarket leader in bakery

Lower market share for Britannia in dairy segmentHeavy expenditure on advertising and marketingSimilar products produced by many companies Overseas MarketChanging lifestyle & demand for healthier food productsIncrease its share in the dairy industry Lower price offering competitors can affect Britannia's market shareLocal dairies and bakeries can cause business losses

Recommendations Focus on chocolate segment product to match up with competitors i.e ; Nestle & Cadbury

Work on pricing on the dairy products to capture more market share

Focus on overseas market : It is established in Indian market only, They take subsidiaries from Dubai & Oman