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BRITANNIA THE MAKE

Present by:

Harshit verma

Ankur jemini



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



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



./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



., 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



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.



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



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



) 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



&)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 ,



. 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



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



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,



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,



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



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,



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



+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



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



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



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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