Britannia In dilemma
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Transcript of Britannia In dilemma
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