BUSINESS DYNAMICS

BUSINESS DYNAMICS

Business Dynamics is a scientific approach and a set of conceptual tools that enable us to understand the dynamics of organizations and of markets and the relationship between organizational behavior patterns and organizational structure.

BRITANNIA

Britannia, one of the premier food product

company in India started its business in Calcutta (now Kolkata) with an initial investment of Rs. 295 as a small biscuit company in 1892 and has grown to a household name.

INNOVATION & PRODUCTIVITY

Britannia is banking on product innovations to boost brand sales and add value to the consumer experience.

Company is increasing focus on categories like rusks, cakes and bread.

Britannia has acquired Daily Bread, a boutique bakery to spearhead the company’s foray into other bakery products like value added breads.

ORGANIZATION STRUCTURE & OPERATING POLICIES

Derived with a passion to produce and market 'tasty yet healthy' products.

It provides a lot of space for people to come on board and create their own success stories .

The nation is divided into four regions and each region is a profit center headed by a General Manager.

MARKETING STRATEGY

Eat Healthy, Think Better, Buy Britannia. See Cricket. Sleep Cricket. Eat Only Britannia. The bkwcj contest-the single biggest

promotion ever in the Indian marketing history.

Exchange 4 empty packs with a booklet.

BRITANNIA’S FOOD STRATEGIES

Biscuits. Dairy. Bread. Look beyond the product, at the customer

and use knowledge to reposition the brand.

PROMOTIONAL STRATEGIES

"Eat Britannia, Go for World Cup“ " Lagan - the super hit movie " When its TIGER brand was introduced in the

market , Britannia supplied Note Books, Scales, Pencils to Children in the name of its new brand free of cost.

ADVERTISING STRATEGIES

Strapped with a new tagline ‘Packed with wheat energy’, the new avatar of Marie Gold in a new packaging hit the Indian market place.

Press Advertisement. Television Advertisement. Radio Advertising.

BRANDING STRATEGIES

In 1995 and early 1997, Britannia conducted qualitative and quantitative research, surveying over 5,000 consumers, to find out how they perceived the brand.

''With the health plank, Britannia could enter other markets too.''

POSITIONING PERSPECTIVES

Creating products for every possible usage-occasion

Distribution reach that made the product available within arm's reach of desire.

The selling line for Britannia Tiger was Jam Ke Khao, Kuch Ban Ke Dikhao (Eat Lots, Become Something).

BEYOND BISCUITS

Buying biscuits means buying health, nutrition, and food.

Dairy-products, like cheese, dairy-whitener, flavoured milk, and butter too.

The diversification into dairy-products has helped Britannia accelerate its transition from being a biscuit-maker to a foods-marketer.

CONCLUSION

Largest company in India in food processing industries.

Britannia Biscuits enjoy a brand loyalty in Export Houses also.

Biscuits sold in a year when kept in pile formation one above the ones may scale 10 times higher than the Everest Peak.

THANK YOU