BRITANNIA

BY:RITU KARN1PT12MBA73

COMPANY PROFILE•Founded : 1892

•Headquarters: Kolkata, West Bengal

•Key People: Nusli Wadia (Chairman) , Vinita Bali(MD)

•In 1979: Britannia biscuit company was rechristened as Britannia

Industries Limited (BIL)

•Industry Sector: FMCG

•Revenue : INR 6136 Cr

•Forbes Global rated Britannia “One amongst the Top 200 Small

Companies of the World”.

•One of the India’s biggest food brand

Contd…

•The Economic Times pegged Britannia India’s 2nd most Trusted

Brand.

•In Indian biscuits market, highest selling in terms of value,

followed by Parle and ITC.

•Company’s New Slogan: Zindagi Mein life

•Leader in the cookies segment

LOGO

•Red color: denotes energy and vitality

•White color: denotes purity

•Green color : stands for nutrition and freshness

VISION AND MISSION

•Dominate the food and beverage market in India with a

distinctive range of “Tasty Yet Healthy” Britannia brands.

•Every third person, in India, should be a Britannia consumer

COMPETITORS

•Parle

•Sunfeast

•Priyagold

•Amul

•Bisk farm

PRODUCTS

• Britannia’s products come under non-durable goods.

•The products come in different sizes as well as shapes.

•The product features are:

good for health.

are tasty.

available in attractive packaging

good quality

available in number of variants.

PRODUCT LINE

•Biscuits

- Marie Gold, Milk Bikis 50-50, etc

•Bread

- Honey and oats bread, Multi Grain bread, Rusks, etc

•Cakes - Chunk cake cherry, Cup cake vanilla, Barcake Milk, etc

•Dairy Products

- Milk, cheese, Butter etc.

BISCUIT PRODUCTS’ VARIANTS

MARIEGOLDVita marie honey oatsVita marie gold

COOKIESButter ElaichizFruit Dhamaka

TIGERGlucoseCrunchCream

50-50Italiano PizzaSwiss cheese & ChillyChinese Hot & Sweet Maska chaska

GOOD DAYCashewButterRich ButterRich cashewHoney And raisinButter scotchChoconutChocolate Chips

BOURBONBourbon CappuccinoParty packHangout packPocket packGift packNano pack

NUTRI CHOICEArrowrootCrackers5 grain NutribixHi-Fibre Digestive NutribixRagiOatsMultigrtain RoastyMultigrain thins

TIME PASSSaltedNimkeeLoafer lemonTapori TomatoMindless masala

TREATMangoPineappleStrawberryOrangeJim jamTreat-O- Vanilla

MILK BIKISAlmond cookiesMilk cream

DAIRY PRODUCT VARIANTS

ButterMilk Dahi Masala chassGourmetTigerzor badam milkDairy WhitenerGheeActimindCheese

BREAD PRODUCT VARIANTS

Vitamin enriched bread

Honey and oats bread

Multi Grain bread

Multi fibre bread

Rusks

100% whole wheat bread

Suji toast

Nutri soft premium sandwich

CAKE VARIANTSVeg CakeChunk cake pineappleChunk cake fruitChunk cake berryChunk cake cherryCup cake vanillaCup cake cherry Cup cake cashewCup cake orangeBarcake milkBarcake Butter spongeBarcake pineappleBarcake chocolateBarcake orange

PRICE

The pricing strategies of Britannia are:

•Market-Penetration based low cost pricing for the products like

tiger biscuits

•Product-Quality Leadership for products like Good Day and

Treat.

•Special-Event Pricing in festive seasons.

PLACE•Britannia uses the both i.e. pull strategy as well as push

strategy to persuade the demand.

•Intensive distribution strategy.

Consumer Distribution ChannelMANUFACTURER

North Region

South Region

East Region

West Region

Dealer

Whole seller

Retailer

Consumer

PROMOTION•Advertisements

Television, newspaper , magazines, radio, etc.

•Sales Promotion

Small pack of 50-50 withGood Day, free gift pack in festive

seasons,rural marketing fair, etc.

•Events

Britannia Khao World Cup Jao in 1999, The Lagaan Match in 2001,

etc.

•Interactive web site.

SEGMENTATION•AGE GROUP: Different products for different age groups.

For example: Tiger & treat for kids,

Little hearts for youths,

Good day for elder ones

•OCCASSIONS: Britannia’s shubh kaamnayein is for

special occassions like festivals such as diwali

•BENEFITS: products like britannia tiger, milk bikis,nutri

choice are healthy and nutritious.

TARGETING

•Rural and Urban Coverage through strong distribution channels

•Targets all age-groups through a variety of products ie age-wise

segmented marketing

•FULL MARKET COVERAGE: : Britannia follows full market

coverage pattern of target market selection.

It has differentiated marketing pattern i.e. it operates in several

market segments and design different products for each.

POSITIONING•PRODUCT CATEGORY POSITIONING:

Britannia is the market leader in cookies segment.

•USE POSITIONING:

Nutri Choice product variants for diabetic people

•BENEFIT POSITIONING:

With eat healthy, think better, Britannia positions itself as a

healthy and nutritious alternative.

SLOGANSBritannia marigold - Tea time mein ji uthoBritannia cookies – tan ko lage man ko chuyeTiger – roz badhoGood day – iska th ho gaya re good day50-50 – very very tasty tastyTreat – creamy ice-creamy treatMilk Bikis – doodh badam ghul mil jaye, cookie ban ke jaadoo jagayeNutri Choice – kuch healthy khaoTime pass – aur kuch kyu kareinLittle hearts –direct dil se, dil sabka actually sweet haiShubhkamnayein – Baatiye khushiyan is diwaliBread - bread nahi ye hai super bread

THANK YOU !