-DEEPTI SHARMA -DIVYANSHI DAYALANI-RISHABH KUMARDIVYANSHI DAYALANI

Dealer – Mr. Sumit GuptaAddress – Shubh Labh traders,Nehru main road, Adarsh Nagar, DelhiPhone number- 91-11-33077593,

9810166385

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.

43%

22%

12%

23%

market share

Food Personal care Fabric Others

Britannia overview

• Established in 1892• Headquarters in Kolkata.• Product variants – Bakery, Confectionary & Daily• Public issue in 1978• Identity : “Eat healthy, think better”• Chairman : Nusli N Wadia• Working under Wadia group• Britannia 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 10

Nutrichoice 20

Marie gold 15

Tiger 5

Jim jam & treat 18

Bourbon 20

Little hearts 10

Bread 20

Cake 25

Cheese 129

Place

Registered office, Executive office,

R&D Center

Kolkata

(1892)

Research & development center

Bangalore

(1989)

Chennai

Uttaranchal

Odisha

Delhi

Mumbai

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 & positioning

Market segmentation -

Demographic segmentation

Age: • Kids-Fruit Rolls, Tiger & Treat • Matured People-Good Day,

Cream Cracker• Youth– Little Hearts, Cream

Biscuits

Income:• Lower Income Group- Tiger,

Marie• Higher Income Group-Good day,

NutriChoice Gender: For both Male & Female

Behavioral 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 Group

• Britannia 50-50-Tea Snack & Kids

• Britannia Marie Gold-Biscuit & Family Size.

• Britannia Good Day- Higher Income Group

• Treat Fruit Rolls-Children, during celebration & Occasion time.

Positioning• TIGER: Positioning is done for modern mother

• LITTLE HEARTS: : Positioning is to be a snacks

• GOOD DAY: Positioning is as everyday biscuits which bring happiness in everyone's lives

• MARIE 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 industry

• Brand portfolio• Wide range of bakery products• Strong presence in rural market• Market leader in bakery

• Lower market share for Britannia in dairy segment

• Heavy expenditure on advertising and marketing

• Similar products produced by many companies

• Overseas Market• Changing lifestyle & demand

for healthier food products• Increase its share in the dairy

industry

• Lower price offering competitors can affect Britannia's market share

• Local 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