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BRITANNIA THE MAKE
Present by:
Harshit verma
Ankur jemini
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BRITANNIAINDUSTIRES
LTD
Introduction to Britannia Ltd
Tracing Britannia's Growt
Products !""ered By Britann
#ar$eting Strategies !" Brit
#ar$eting #i% o" Britannia
S&!T Anaysis
(uestions
CONTENTS
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Te story o" India)s "a*orite brands reads a+ost i$e a "airy ta
u-on a ti+e in ./01 to be -r2cised3 a biscuit co+-any was stanondescri-t ouse in 4acutta wit initia in*est+ent o" Rs 1
co+-any we a $now as Britannia co+-any today,
Britannia is te co+-any wic is based on Biscuit -roduct
-roduct is a*aiabe o*er te India and so+e -art o" te word,
It)s new brand and Sogan is:
Introduction to Britannia
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./01 TeBritannia
estabised witan in*est+ent o"Rs 1/5 in 4acutta
./.6:!-eration#ecani7ed
./1.:!-erations#ecani7ed
./1.: I+-orted+acineryintroduced and
beco+es te "irstco+-any o" teSue7 canne touse gas o*ens
./85: Ta$es o*er biscuit distribution"ro+ Parry)s
./80: It)s Indiansareodingcrossed 96
./8/: Te co+-anyre;cristened BILtd,
./0<: Saes crossRs . Biion "or te"irst ti+e
./0/: E%o""ice is to Banga
.//1: 4eits -atin=abiee
Tracing Britannia’s Growth
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., Port"oio o" Ba$ery Product:
a Britannia #i$ Bi$es' -roduct tat as ong been in te co+-any
-ort"oio 3was re;aunced ,It is said to a*e a oneyco+b design a
cai+s tat it wi -ro*o$e a C$ids wi o*e it reaction a+ong
+oters3
b Good Day
Britannia Good Day was aunced in ./09 in two *arieties.; Good Day 4asew 1;Good Day Butter
Tis was "oowed by te aunc o" te "oowing *arieties
.;Good Day Pista Bada+ in ./0/
1;Good Day 4oco ci-s in 1666
<;Good Day 4oco nut in 166@
Products Offered by Britannia
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3) Britannia Tiger :
Britannia Tiger gucose was aunced in .//8 it re-ortedy beca+e te
brand in Britannia 3s -ort"oio in te *ery "ast year o" its aunc 3and te retains its -osition e*en today,
Te range as been e%tended across se*era *ariants o*er te years,
a Tiger Banana: To ta$e "orward te -ro-osition o" CEat eaty 3Tin$
aunced tis, Price Rs,13@ and .6
b Tiger 4oconut: Launced in 166.
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c) Tiger Creams :Introduced in 1661 at te -rice -oint o" Rs,5 now it
is a*aiabe in te "oowing "a*ors
!range
Eaici
4ocoate
Pinea--e
Strawberry
Butterscotc
d) Chota Tiger: Launced in #ay 1668 te +ini;si7ed biscuit as a
s-rin$ing o" coored sugar and is a*aiabe in two *ariants
a #i$ S-ar$ies
b 4oco S-ar$ies
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4)NutriChoice Sugar Out: Britannia states tat te -roduct
Nutri4oice Sugar !ut is sweetened wit sucraose tat -ro*ides t
sweetness as any oter biscuit
Li"eti+e
4ocoate 4rea+
4ange crea+
5) NutriChoice Digestive Biscuit: #ade wit 56 woe weat and
wit added "ibre ,
6) Treat Fruit Rollz: A -roduct "or young cidren A--e
Strawberry
!range
Dates
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) NutriChoice 5 !rai": &ere a--ointed as a -er"ect answer to tose
oo$ing "or eaty eating o-tions,
Te -roduct was +ade "ro+ 5 cereas:
!ats
4orn
Ragi
&eat
Low "at rice
#) NutriChoice $ealth Starter %it: In 16.6 Britannia a s-ecia -ac$ ca
HN,,S,? "or Rs,.66
Nutri4oice i;iber Digesti*e
Nutri4oice 5Grain
Nutri4oice Nature S-ice 4rac$er
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&)Brita""ia 5'(5': Launced in .//< 3tis crac$er's was
ad*ertised wit te tagine Cery ery Tasty TastyF
') Bour*o": !riginay was aunced way bac$ in ./55,) Brita""ia +arie: A ong e%tant brand 3Britannia #arie
God as +aintained its -ace in te "ace o" increasing
co+-etiti*e o*er te years,
,) Brita""ia -ittle $earts: Launced in .//<3te ear
sa-ed sugary biscuit was targeted at yout seg+ent ,
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. Britannia 4a$es :Britannia eg ca$es are -ositioned on te eat Jcu+ Jta
1 Britannia's Daiy;based !""erings: Britannia cai+s to o""er te argest range
< Britannia #i$+an 4eese: Te -roduct is +ainy +ade "ro+ cow's +i$ an
Boc$s
4ubes
S-reads
Sices
Pi77a 4eese
Ba.er/ 0roducts
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De+ogra-ic Seg+entation
As te co+-anies cannot go to a sectors and a custo+ers wit di""erent nee
de+ands o" custo+ers , It is *ery i+-ortant "or any co+-any to identi"y *ario
+ar$et seg+entation, Te seg+entation o" Britannia is anay7ed as "oow:
Loo$ing at te Age3 Gender3 a+iy si7e3 inco+e and occu-ation o" *arious -
Britannia aso a*e seg+ented tere +ar$et i$e:
Depending on ge :; Britannia)s ruit Ros is designed "or te cidren,
Good day3 4rea+ 4rea$er3 #arry are basicay "or te +ore +atured -eo-e, Ldesigned "or te younger generation -eo-e,
Inco!e:; Good Day3 #i$ 4rea+ is basicay "or te -eo-e itte bit o" i
e*e, Britannia #arie3 SuKi tost are basicay designed "or te wo beongs to
inco+e grou-, Di""erent -roducts wit -ac$ages' o" Rs 53.6 are aso +ade $ee
inco+e status o" -eo-e
ST0 OF Brita""ia 1 Segme"tatio" 2 Targeti"g 2
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Bea*iora Seg+entation
So+e -eo-e)s bea*ior canges wit teir -sycoogy and +ood aso, ?ee-ing t
Britannia aso as seg+ented tis +ar$et3
Benefits:; A Tea ti+e we want aso so+e snac$s, ?ee-ing tis into considerat
s-eci"ied -roducts i$e 4rea+ 4rea$er3 SuKi tost,
"ser Status:; Peo-e in dating or o*e o"ten -re"ers "or so+e ti+e -ass wit s
Britannia)S Sated Ti+e Pass and Litte earts are te -er"ect soution "or it, Te
e%tre+ey dedicated "or te -eo-e in o*e as tese biscuit are *ery itte si7e sa-e
-er"ecty red coor,
"sage rate: Britannia as aso seg+ented teir +ar$et de-ending on te custo
God is a -roduct wic is "or ig usage rate o" custo+ers,
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Nice Seg+entation
Nice seg+entation incudes:
Britannia Tiger :; &it ow -rice and s+a -ac$s o" tis -roduct, Britannia -eo-e wo are in ower inco+e grou-3 wit tis -roduct it ca-tured uge -ro-
+ar$et o" India,
Britannia #$%#$:; &it a iger -rice tan Tiger3 it target te -eo-e wo a
snac$s wit tea,
Britannia &arie Go'd :; &it a bigger -ac$aging si7e3 it target "or te "a+iies
+ore nu+ber o" -eo-e,
Britannia’s Good Day:;&it +ediu+ -ac$aging si7e and it target te -eo
inco+e e*e wo wises to buy biscuit not aways "or "ood re>uire+ent but "o
u%uriousness ,
Treat (ruit )o'' :; It target te cidren and uses a conce-t o" ceebration, A
ceebration a+ong te cidren biscuit is an i+-ortant issue,
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TIGER:Targeted on ?ids
Positioning is done "or +odern +oter LITTLE EARTS:
Targeted on outs
Positioning is to be a snac$
G!!D DA: Target a age grou-s
Positioning is as e*ery day biscuit wic bring a--iness in e*#ARIE G!LD:
Targeting eat conscious -eo-e and es-eciay wor$er wo+
Positioning as a Tea ti+e biscuit wit -roteins
Targeting and Positioning
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Marketing Strategies
A Strong Quality Of The Products and Customers Satisfaction
A Growing Relationship ith customers and
Customers Retention
Generay a custo+ers concerned about >uaity o" -roduct rater tan te -rice
o" te -roduct, Peo-e "irst oo$ing "or te >uaity , In tis regarding Britannia
aways +aintained +uc +ore i+-ortant o*er tere -roducts >uaity, Tat is w
tey are a+ong te *ery success"u brands today,
Nowadays a good reation wit te custo+er is *ery i+-ortant "or organi7ation
Saes are totay de-ending on te reation wit te custo+ers,
4usto+ers retention is aso +aKor as-ect "or growing business, It +eans $ee- t
custo+ers and try to +a$e new custo+ers3 Britannia)s reationsi- +anage+en
*ery strong , It is one o" +aKor success o" seing o" teir -roduct continuousy,
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ocus on co+-etitors acti*ity
E*ery !rgani7ation soud be care"u about te co+-etitors ste-s, Because te
disturb te growing saes -rocess o" te organi7ation, 4ontinuousy watcing o
co+-etitors strategies and de*eo-+ent e- Britannia Industry a ot,
E+-asis on Gobai7ation and oca #ar$eting -anning
4o+-anies want to increase tere saes by -ursuing +ar$et beyond borders, &
to te oter countries tey +ust "oow rues and reguations o" tat -articuate
or Britannia di""erent *ariation in teir -roduct de-ends o*er *arious ocations
econo+ic status o" te -eo-e is being *ery +uc e-"u "or te econo+y,
Pro+otiona Strategy
Under te +ar$et strategy -ro+otiona idea is *ery i+-ortant, !rgani7ation -ro
so+e +ore sce+es "or te rebates to retaier or custo+er, Tey +a$e ad*ertise
according to con*enient o" te -eo-e and te "eature o" te -roduct, So+eti+e
Britannia co+ers to +ar$et wit o""ering and o"" course wit cost bene"its to t
custo+ers, Gi*ing discounts o*er bu$ -urcases aso co+es under tis strategy
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+ar.eti"g +i3 1 40S)
4onsu+abe goods Di""erent Si7es and Sa-es Good "or eat3 tasty3 attracti*e -ac$ing Good >uaity and in a nu+ber o" ariants Brand i+age o" "un3 Taste and eat
#ar$et;-enetration -ricing "or -roduct i$e Tiger Product >uaity eadersi- "or -roducts i$e Good Day and Treat S-ecia e*ent -ricing and "esti*e season
Price
Products
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Pro+otion
Ad*ertise+ent; Tee*ision3 News-a-er3 #aga7ines Saes Pro+otion;s+a -ac$ o" 56;56 wit Good day 3 "ree gi"t -ac$ in
"esti*e season3 rura +ar$eting "air , Being a s-onsor "or +any cric$eters on Bats E*ents; Britannia ?ao &ord 4u- =ao in ./// Lagaan #atc in 166. Interacti*e website
Paces
actory Brances at ?o$ata3 Dei3 4ennai3 #u+bai3 Uttra$and 3 Biand !rissa,
A -roducts can be "ound in a te -aces A*aiabe in s+a stores to big retai outets Aso3 te are targeting coege canteen as soe contractors "or te su--y
biscuits and oter -roducts
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S*OT na'ysis
De-endence on stores M retaiers Low -enetration in rura area Not and e%tensi*e o*erseas +ar$et Industry and tecnoogy re>uired ig in*est+ent
u"i one o" te basic re>uire+ent a+ong air3 &ater3 Seter and "ood, Pro*ide good instant Re+edy "or unger in te "or+ o" ready +ood "ood &idey acce-ted in a generation Easiy a*aiabe in *arious "or+ E%tensi*e distribution networ$ Pro*iding a wide range o" biscuits Inno*ati*e ad*ertise+ents
Strengths
eakness
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Increasing de+ands "or diet3 sugar "ree biscuit Retaining oya retaiers and woesaers
Targeting interior area o" India Generate e+-oy+ent o--ortunity Good >uaity o" goods Pro*ide co+-etition to "oreign co+-anies Pro*ide goods to nation at cea- -rice
Loca ba$ery -roducts3 i+itations
New entrains; e,g,: 4adbury3 !rea3 Sun"east etc #argin war a+ong te +aKor brands #any co+-anies are goa oriented Increase in -oution Lac$ o" tecnoogy
Threaten
Opportunity
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