Britania Biscuit - A details presentation on various products & its marketing stategy
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BRITANIA - BISCUIT Armaan Anand
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This presentation deals with the marketing front of various Britannia biscuits and is marketability in current indian market. apart from that this presentation also tries to derive customer value proposition by the means of segmentation targeting and positioning. various elements of marketing apart from STP has been used such as USP tag line, competition, pricing comparison in contrast to its competitors and evaluation of the same. other than that primitive marketing strategy of Britannia and advertising along with the 5 M's of advertising in context to Britannia is also explained here. DISCLAIMER- certain data in this slide has been taken from other materials like dox and slides.
Transcript of Britania Biscuit - A details presentation on various products & its marketing stategy
BRITANIA - BISCUITArmaan Anand
History The company was established in 1892. Biscuits were manufactured in a small house in central
Kolkata. Later, the enterprise was acquired by Gupta brothers mainly
Nalin Chandra Gupta. In 1918, C H Holmes, an English businessman in Kolkata, was
taken on as a partner and The Britannia Biscuit Company Limited (BBCo) was launched.
The Mumbai factory was set up in 1924. Biscuits were in big demand during World War II, which gave
a boost to the company’s sales. The company name finally was changed to the current
"Britannia Industries Limited" in 1979.
INITIAL INVESTMENT…ANY GUESS?
BRITANIA BISCUIT The company's factories have an annual capacity of 433,000
tonnes.
In a separate dispute from the shareholder matters, the company alleged in 2006 that Danone had violated its intellectual property rights in the Tiger brand by registering and using Tiger in several countries without its consent.
The dispute was resolved in 2009 with Britannia securing rights to the Tiger brand worldwide, and Danone paying Rs220 million to utilise the brand.
BRANDS Vita Marie Gold Tiger, Nutrichoice Junior, Good day, 50 50 Treat Pure Magic Milk Bikis Good Morning Bourbon, Thin Arrowroot Nice Little Hearts
Vita Marie
A Marie is a type of sweet biscuit similar to a Rich tea biscuit.
It is made with wheat flour, sugar, vegetable oil and, unlike the Rich tea biscuit, is typically vanilla flavoured.
Consumption pattern Like the Rich tea biscuit, many consider the Marie's
plain flavour particularly suitable for dunking in tea.
Other popular methods of consuming the biscuit includes using two to make a sandwich with butter and marmite or condensed milk spread in between; covering it with golden syrup; or crumbling it up in custard and jelly.
Marketing
TAG LINE Tea time mein jaan daal de
USP Healthy tea time biscuit.
STP
Segment Taste and Quality conscious children and adults
Target Group All age groups middle and upper class people
Positioning A biscuit to be had along with tea
COMPETITION
Competition
Competitors
1. Parle Marie2. Priya Gold Marie3. Local and imported Marie
PRICING BRITANIA MARIE - Rs 27 To 30
Parle marie – Rs 25 to 27
Priya gold marie – Rs 30 to 35.
Very competitive price with excellent brand recognition
SWOT ANALYSISStrength Pricing is low which gives advantage for a high quality
product Good advertising and visibility through TVCs and print
ads Good product quality and packaging Britannia's distribution and brand name has strong
impact Marie is recommended by dieticians as a perfect
snack to take with tea etc
Weakness
Many competitors in this segment means limited market share
Customer loyalty is lesser in food markets and there is high brand switching
.Opportunity
1. Tie-up with corporates/hotel chains
2. Perfect companion for Coffee/Tea so can be marketed with Coffee chains
.Threats
1. Threat from wafer and salted snacks segment
2. Similar local and international branded biscuit categories.
3. Parle innovated Digestive Marie
TIGER BISCUIT
Consumption pattern No particular determined
Is used at marie substitute as times.
KIDS focused due to branding
Marketing
TAGLINEEat Healthy, Think Better
USP High Iron content for children.
STPSTP
Segment Children segment
Target Group Young growing children
PositioningEveryday biscuit for stronger body and sharper mind
COMPETITON
Competitors Parle G
PRICING PARLE G – Rs 5
TIGER – Rs 10 to 25 Though Parle G had clear price
advantage. Britania counters by producing multi flavour of the same brand like orange, vanilla, chocolate, strawberry and more and further increasing the visibility by targeting kids segment.
SWOT ANALYSIS Strength
Pricing is low which gives advantage for a high quality product
Good advertising and visibility to tap children
Good product quality and packaging Britannia's distribution and brand name
has strong impact
Weakness
Many competitors in this segment means limited market share
Food product means limited shelf life if retailer or grocery doesn't sell on time
Opportunity
Tie-up with schools as a part of meals
Untapped rural market and global market
Threats Similar biscuit categories.
Other food products or snacks needed for growing children.
Customer brand switching is high.
Little Hearts
Consumption Pattern Time Pass Biscuit
Mainly based on impulsive capitalization.
Little Hearts is targeted towards the growing youth segment.
Marketing
TAGLINE Melt in the mouth, Dil sabka actually sweet hai, 'Direct Dil Se'
USP First time sugar-coated biscuits were
retailed in pouch packs.
STP
Segment Youth segment
Target GroupYoung adults, middle income, youngsters who openly express their feelings
PositioningBiscuits which would help youngsters to openly express their feelings
COMPETITION Parle Hide n Seek
PRICING Britannia little hearts – Rs 5 to 12
Pale Hide n Seek – Rs 25
Price wise Britannia has a clear major edge over Parle.
SWOT ANALYSIS Strength Pricing is low which gives advantage for a high
quality product Good advertising and visibility Good product quality and packaging Britannia's distribution and brand name has
strong impact Unique sugar-coated and heart shaped biscuits
are very popular amongst youth
Weakness
.Lower presence in rural markets
Low visibility as compared to salted snacks
Opportunity
Untapped rural market
Utilising uniqueness of sugar coated snack
Threats
Threat from wafer and salted snacks segment
Local sweet and bakery manufacturers
GOOD DAY
This rich biscuit enjoys a fan following of consumers across all ages.
Good Day is amongst the fastest growing brands in Britannia's portfolio and is today the market leader with almost 2/3 share of the market. The brand is synonymous with everyday treats that infuse happiness into people's daily lives.
Consumption pattern Time Pass Biscuit
Mainly based on impulsive capitalization.
Come in assorted segment to Psychologically target premium segment of all age
Marketing
TAGLINE Iska toh ho Gaya Re Good Day
USP Healthy biscuits with cashew and butter
STP
Segment Quality conscious children and adults
Target GroupAll age groups Lower, middle and upper class people
PositioningEveryday treats that infuse happiness into people's lives
COMPETITION Unibic Cookies
Parle Cookies
Pricing GOOD day – Rs 27 – 30
Unibic Cookies – RS 40 or more ( assorted segment)
Parle – Rs 25 – 30
SWOT ANALYSISStrength Pricing is low which gives advantage for a high
quality product
Good advertising and visibility
Good product quality and packaging
Britannia's distribution and brand name has strong impact
Weakness
Many competitors in this segment means limited market share
Food product means limited shelf life if retailer or grocery doesnt sell on time
Opportunity
Tie-up with schools and corporate as a part of meals
Untapped rural market
Threats
Severe threat from wafer and salted snacks segment
Similar biscuit categories coming up fast
BOURBON
Consumption pattern Impulsive
Focuses on kids
Focuses on Indian family as a premium sandwich biscuit.
Marketing
TAGLINE Andar se kuch, Baahar se kuch
USP Thick, rich and delicious chocolate packed
between two crunchy chocolate biscuits.
STP
Segment Quality conscious children and adults
Target Group All age groups middle and upper class people
PositioningThe biscuit you can carry when you hangout on any occasion
COMPETITION Cadbury Oreo
ITC Sunfeast Sandwich Biscuits
Parle Hide n Seek
PRICING Bourbon – Rs 27
Oreo - Rs 27
Hide n seek – Rs 35
SWOT ANALYSIS Strength Price is an advantage as its reasonable for
people for spontaneous buying Good advertising and popularity specially
amongst children and youth Good product quality and packaging Nano packs, party packs, gift packs etc gives
choice to customers to buy Excellent distribution through Britannia's
distribution network
Weakness
Limited target audience i.e. people who prefer chocolate
Global presence is limited. Also rural distribution is not high
Opportunity
Tie-up with corporates/hotel chains
Launch various flavours for the cream
Have more distribution in rural areas as well as global markets
Threats
Threat from wafer and salted snacks segment
Similar biscuit categories e.g. Sandwich Biscuits
Chocolates
50-50
Consumption pattern This biscuit comes under snack biscuit.
IT covers 1/3 of the market share.
Projected as free time snack
Marketing
TAGLINE Very very tasty tasty
USP Sweet and salty
STP
Segment Quality conscious children and adults
Target GroupAll age groups Lower, middle and upper class people
Positioning Novel and exciting taste experience
COMPETITION
Krack Jack
Priya Gold
Pricing 50 50 – Rs 10 to 30
Krack jack – Rs 10 to 30
Priya gold – RS 5 TO 30
Though priya gold has clear price advantage but it lacks the band visibility and presence as the other two competitor
SWOT ANALYSISStrength Pricing is low which gives advantage for a high
quality product Good advertising and visibility Good product quality and packaging Variant such as Maska Chaska available to make
the brand stronger Britannia's distribution and brand name has
strong impact
Weakness
Many competitors in this segment means limited market share
Food product means limited shelf life if retailer or grocery doesnt sell on time
Opportunity
Tie-up with schools as a part of meals or with food chains/restaurants
Untapped rural market
Threats
Threat from wafer and salted snacks segment
Similar biscuit categories
GENERAL PRICING STRATEGY All the biscuit under Britannia has kept
appropriate pricing.
Every biscuit has economy packs to family packs.
This style covers every economic segments in the market.
PROMOTION SALES-PROMOTION – e.g. Eat healthy ,Think
better, Buy Britannia ,see cricket ,eat only Britannia
Exchange 4 empty packs with a booklet , when Tiger was introduced in the market.
Britannia supplied note books , scales pencils to children in the name of its new brand of cost .
Britannia is providing small gifts in the Britannia treats pack.
PUBLIC RELATION+ DIRECT MARKETING
Buying biscuits means buying health nutrition and food.
Britannia conducted by Qualitative and Quantitative research , surveying over 5000 consumers , how they perceived the brand .
PLACE Communication Channel – T.V , RADIO ,
other wireless Distribution channel – Big Bazaar , Retail
shop They give first communication channel on
advertisement, promotion . They spend huge amount own money over
to distribution channel , they keep their product in front of customer, they compel to customer to purchase .
5 M’s Of advertising
Measurement – in 2000 among top 300 forbes co.
and increases sales of 37%
Message-Britannia Khao World Cup Jao
Money – 100 million on adv promotion
Media- tv ,live spectators and print
Mission-20% sales increase
and brand saliency
