Britannia group- 11,(2016-18) JIM, NOIDA
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Transcript of Britannia group- 11,(2016-18) JIM, NOIDA
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BRITANNIA-DEEPTI SHARMA -DIVYANSHI DAYALANI-RISHABH KUMARDIVYANSHI DAYALANI
What are FMCG goods??FMCG goods are popularly known as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals.The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return.
FMCG INDUSTRY OVERVIEW
India accounts for 0.68% of global FMCG market.Currently at, $49 billion .Growing awareness, easier access, and changing lifestyles have been the key growth drivers for the sector.
Britannia overviewEstablished in 1892Headquarters in Kolkata.Product variants Bakery, Confectionary & DailyPublic issue in 1978Identity : Eat healthy, think betterChairman : Nusli N WadiaWorking under Wadia groupBritannia was awarded the global performance excellence award by APQO, 2012
Vision and mission of Britannia
Vision : to dominate the food and beverage market in India with a distinctive range of Tasty yet healthy Britannia brands
Mission : To dominate the food & beverage market of India through a profitable range of tasty yet healthy products by making every Indian a Britannia consumer.
Marketing mix
Product
Company created a very high quality products
Cost leadership
Leading brand in biscuit industry
REFERENCE : http://www.goodreturns.in/company/britannia-industries/product-mix.html
Price Pricing strategy : Competitive pricing is the sole pricing strategy which Britannia uses. Products prices ( In Rs.)Biscuits : Good Day 10Nutrichoice20Marie gold15Tiger5Jim jam & treat18Bourbon20Little hearts10Bread 20Cake 25Cheese 129
Place
Promotion Advertisement : Television, newspaper, magazines
Sales promotion : Small pack of 50-50 with Good day, Free seasonal discounts
It has been a sponsor of many cricketers on bat & t-shirts
Event : Britannia khao, world cup jao in 1999,
Campaign of Eat healthy, think better, 1997
Magazines & Newspaper
Facebook page
Segmentation targeting & positioningMarket segmentation - Demographic segmentation
Age: Kids-Fruit Rolls, Tiger & Treat Matured People-Good Day, Cream CrackerYouth Little Hearts, Cream Biscuits
Income: Lower Income Group- Tiger, MarieHigher Income Group-Good day, NutriChoiceGender: For both Male & FemaleBehavioral segmentation
Benefits:For Health Benefits; All Nutri Products, Tea Time Snack Biscuits &Sujie Toast
Occasion- Snack Biscuit, Fruit Rolls for occasion purposes.
Niche segmentation
Britannia Slice Cakes and Britannia good day are designed for the people who actually also wants some food characteristics in a biscuit. Different cream biscuits are also made for the people who love to have a biscuit with cream
Targeting
Britannia Tiger-Low Price & Low Income GroupBritannia 50-50-Tea Snack & KidsBritannia Marie Gold-Biscuit & Family Size.Britannia Good Day- Higher Income GroupTreat Fruit Rolls-Children, during celebration & Occasion time.
PositioningTIGER: Positioning is done for modern motherLITTLE HEARTS: : Positioning is to be a snacksGOOD DAY: Positioning is as everyday biscuits which bring happiness in everyone's livesMARIE GOLD: Positioning as a healthy biscuits with proteins ( sugar free)
BCG MATRIX
BourbonPure magic
Nutrichoice & dairy based product
SWOT ANALYSIS
Britannia has been around 120 years in the industryBrand portfolioWide range of bakery productsStrong presence in rural marketMarket leader in bakery
Lower market share for Britannia in dairy segmentHeavy expenditure on advertising and marketingSimilar products produced by many companies Overseas MarketChanging lifestyle & demand for healthier food productsIncrease its share in the dairy industry Lower price offering competitors can affect Britannia's market shareLocal dairies and bakeries can cause business losses
Recommendations Focus on chocolate segment product to match up with competitors i.e ; Nestle & Cadbury
Work on pricing on the dairy products to capture more market share
Focus on overseas market : It is established in Indian market only, They take subsidiaries from Dubai & Oman