MARKETING MIX OF BRITANNIA

COMPANY OVERVIEW• Britannia Industries Limited (A WADIA Enterprise) is an India food-products

corporation based in Kolkata, India.

• Britannia has an estimated market share of 38%.

• The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes and dairy products.

• Over the last century and a quarter, Britannia has been serving the Indian consumer with a range of fresh, nutritious and flavor-rich products.

• The company delivers a complete sensory experience, in every product, every time.

Britannia industries Ltd. has been seeing growth of around 27% per year compared to the industry growth rate of about 20%.

90% of their revenue comes from biscuit manufacturing.

BILs present annual revenue is around Rs. 22 billion, nine tenth of which is generated through biscuit sales.

MARKETING MIX

BISCUITSGood Day

MarieNutri choice

Tiger50-50

BourbonMilk bikis

TreatNice time

Little heartscookies

Pure MagicTime Pass

BREADSWhite

Sandwich Breads

Whole Wheat Breads

Honey & Oats BreadS

Multi-Grain Breads

Multi-Fiber Bread

CAKESBar Cakes Chunk CakeCup CakesVeg. cakes

Nut & Raisin Romance Muffills

PRODUCT MIX

GOOD DAY Good Day cashew

Good Day butter

Good Day pista badam

Good Day Choco-chip

TIGER Tiger Glucose

Tiger Krunch choco-chips

Tiger krunch Fruit & nut

Tiger orange

NUTRI CHOICE Hi-Fibre digestive Nutri

Biscuit

5 Grain Nutri brix

Nutrichoice Crackers

Multi Grain thins

Nutri choice Ragi & Oats

CHEESE

Crème Cheese

Slimz Cheezy Slices

Cheese Slices Calcium Plus

Cheese Slice Plain

MILK

Slimz Milk

Naturally Good

PRICE MIX

Biscuits

•Competitive,Bundle, Penetration PricingCakes

& Rusk

•Penetration Pricing

Breads &

Dairy•Competitive Pricing

Competitive pricing is the sole pricing strategy which britannia uses.

Parle is one of the major competitors of britannia other competitors are

Amul is the strong competitor for milk,cheese and other dairy products.

In bakery products , local competition as well as monginis and other veg cake makers who have their own line of product.

Promotional Mix

Above The Line:

Britannia Industry does its promotion at ATL through following methods

TV Campaigns:

Billboards:

Magazines:

Britannia’s huge range of biscuits and cake are being effectively advertised through magazines.

Below The Line:

Britannia Industry is also involved in BTL promotion strategies like

Public Relations:

In 1997 Britannia launched the “EAT HEALTHY, THINK BETTER” campaign

Sponsorship/ Celebrity Endorsement

Britannia Khao World Cup Jao

Britannia Lagaan Match:

Sales Promotion Contests in the form of gift offers, slogans, scratch cards.

DISTRIBUTION CHANNEL

Britannia is a leading food company in India with over Rs. 6000 Crores in revenues, delivering products in over 5 categories through 3.5 million retail outlets to more than half the Indian population.

Britannia products are sold in over 3.5million outlets, reaching millions of consumers who buy approx. 2.4 million packs each year.

A small army keeps Britannia going- over 110 stock-keeping units, 3,000 employees, over 1,500 authorized whole sellers, 49 C&FA, 53 depots and 46 factories.

It is available in small stores to big retail outlets.

Also, they are targeting college canteens as sole contractors for the supply of biscuits and other products.