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Information about Britannia
Business & Mgmt

Published on March 8, 2014

Author: RiTuKarn



Britannia- 4 Ps, Segmentation, Targeting, Positioning


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’ VARIANTSDAY MARIEGOLD NUTRI CHOICE GOOD TREAT Arrowroot Mango Crackers Pineapple 5 grain Nutribix Strawberry Hi-Fibre Digestive Nutribix Orange Ragi Jim jam Oats Treat-O- Vanilla Multigrtain Roasty Multigrain thins MILK BIKIS Vita marie honey oatsCashew Vita marie gold Butter Rich Butter COOKIES Rich cashew Butter Elaichiz Honey And raisin Fruit Dhamaka Butter scotch Choconut TIGER Chocolate Chips Glucose Crunch TIME PASS BOURBON Cream Bourbon CappuccinoSalted Nimkee Party pack 50-50 Loafer lemon Hangout pack Italiano Pizza Tapori Tomato Pocket pack Swiss cheese & ChillyGift pack Mindless masala Chinese Hot & Sweet Nano pack Maska chaska Almond cookies Milk cream

DAIRY PRODUCT VARIANTS Butter Milk Dahi Masala chass Gourmet Tigerzor badam milk Dairy Whitener Ghee Actimind Cheese

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 VARIANTS Veg Cake Chunk cake pineapple Chunk cake fruit Chunk cake berry Chunk cake cherry Cup cake vanilla Cup cake cherry Cup cake cashew Cup cake orange Barcake milk Barcake Butter sponge Barcake pineapple Barcake chocolate Barcake 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 Channel MANUFACTURER North Region South Region East Region Dealer Whole seller Retaile r Consumer West Region

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.

SLOGANS Britannia marigold - Tea time mein ji utho Britannia cookies – tan ko lage man ko chuye Tiger – roz badho Good day – iska th ho gaya re good day 50-50 – very very tasty tasty Treat – creamy ice-creamy treat Milk Bikis – doodh badam ghul mil jaye, cookie ban ke jaadoo jagaye Nutri Choice – kuch healthy khao Time pass – aur kuch kyu karein Little hearts –direct dil se, dil sabka actually sweet hai Shubhkamnayein – Baatiye khushiyan is diwali Bread - bread nahi ye hai super bread


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