Britannia In dilemma
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Transcript of Britannia In dilemma
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In Dilemma
Dewasish GhoshalPGDM(Agriculture)NAARM, Hyderabad
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Company profile• Confectionary items• Head office : Kolkata• Top brand in Biscuit segment• 35 brands of Biscuits• Popular among youths
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Launch of fifty-fifty• Sweet and salt cracker segment• Targeted to the premium and middle segment in biscuit• Dominated by parley's krackjack• The product is targeted at consumer of krackjack• Secondary target all other biscuit consumer
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4Ps of Fifty-Fifty
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4Ps of Fifty-Fifty
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Strategies
• There is no reference to the sweet and salt characteristic either. This has been done deliberately. The company felt that describing the product could inhibit trial by consumers of krackjack, who dismiss fifty-fifty as a me-too product
• The ad-line simply says, “ new Britannia fifty-fifty, very-very tasty-tasty”
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Launch of tiger
• Targeted to the lower segment, focus to the mass market, which makes up half of the total
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4Ps of Tiger
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Result
With tiger, Britannia's share in biscuit market has gone up from 7% to 15%. Tiger contribute nearly 30% of total company’s sale
The largest selling brand in the company’s portfolio within six months of launch
Time pass or energy
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Distribution Strategy
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Thank You