britannia marketing analysis

8/8/2019 Britannia Marketing Analysis

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BtitanniaAbhijit SamantaBanani Aich

International School ofBusiness & Media


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Company profileEstablished in 1918 as a small bakery in

,Dum dum kolkatta with an initial investment

. .of Rs 295.Company milestones

Britannia industries limited


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Britannia


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Britannia Market Share(Kolkata):-


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BRITANNIA'S FOODSTRATEGIES

BISCUITS: Target customers to capture growthin each category by segmenting the marketboth along conventional lines and throughsegmentation


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promotions

Developing and managing an advertising programincludes

1. Selecting the objective

2. Deciding on the advertising budget

3. Developing the advertising campaign

4. Choosing the communication vehicle

5. evaluation

6.


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Product overview

P r o d u c tN a m e

P rice Q u a n tity(A vailab le G m. )

O th e rIn fo rm a tio nBritannia Khin .Rs 22 370

Britannia Marie .Rs 21 370 .50 gm Free

Britannia Cream Creaker( )Zira

24 275

Britannia Cream Creaker( )Salted

20 275

( )Britannia Good Day Kaju 22 200 . & .Available in Rs 6 100gm.Pack

( )Britannia Good Day Butter 21 300 . .Rs 5 pack available

Britannia Milk Bikkis , ,5 10 15

Britannia Milk Cream 23 200

( )Britannia Nice With Sugar 1017

100200

Britannia Burbon Cream , ,5 12 21

Britannia Orange Cream .17 50 200


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Marketing Strategy

A strong quality of the product and customersatisfaction:

A growing relationship with customer andcustomer retention

Focus on competitors activity

A growing emphasis on global thinking and localmarketing planning

A growing emphasis on global thinking and local

marketing planning Promotional Strategy


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Marketing Segmentation

Demographic Segmentation:-

Depending on Age:

Income: -

Behavioral Segmentation:- Benefits

User Status

Usage Rate


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Target Markets

Being a very familiar consumer product they basically

use a full market coverage strategy with differentproducts.

With various types of products for different regions of

country as well as products for different needs are inBritannia. They tries to become largest biscuit supplierin the country. With these products they targets thewhole consumer market.


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Brand Positioning

With different various products Britannia do not onlypositions as a biscuit manufacturer. But they alsogive very much importance over food quality. Theybasically position themselves as a manufacturer offood with delivering higher quality and cost benefitsvalues to their customers.

Their packaging of the products also definesthemselves as a company for every consumer withdifferent pricing options.

This strategy helps the company to capture a huge

market share.

TRUE INFORMATION


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TRUE INFORMATION ...GUARANTEED !!

Primary Data: - We conducted a market survey to find out

various factors.

Sample Size: - 7 Shops.

Location: - Shops in Behala, Kolkata region.

Questioner: - Question regarding types of product,Quality,

Price over various brands.

Secondary Data: - Internet, www.britannia.co.in


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Major market competitors

Biskfirm

Priya Gold

Parle-G

Jaya


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Comparison on Quality


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Comparison on Price

Thou gh th e pr ice is of Brita nn ia is a bit h igh th a n

the o the r com pe t ito r s bu t there is no t such hu ge

diffe re nce a nd it s the qua lity tha t is the ca use of

Brita nnia s de m a nd.


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DEMOGRAPHY OF THEBRAND BRITANNIA

BritanniaQU

ATITY28%

Affor

dability

27%

Flexibility

25%Av

ailab

ility

20%


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MARKETING the essence


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PRODUCT

Own Factories & Warehouses.Own Factories & Warehouses.

A proactive research & development cell.A proactive research & development cell. Huge variation in product categories.Huge variation in product categories.A wide choice of products for customers.A wide choice of products for customers.

PRICEPRICE

A wide price range.A wide price range. Small packs of Rs.3, Rs.5, Rs.10.Small packs of Rs.3, Rs.5, Rs.10.Discounts in the sense of more quantity.Discounts in the sense of more quantity.Absolutely affordable price range.Absolutely affordable price range.

PLACEPLACE

To every city , urban, rural area.To every city , urban, rural area.

Strategic positioning of retail outlets.Strategic positioning of retail outlets. Huge strong distribution networkingHuge strong distribution networkingchannel.channel.Variation in products depending on placeVariation in products depending on placeactually promotes the sell of the particularactually promotes the sell of the particular

product.product.

PROMOTION Advertising with very strong brandvalue.Advertising with a tag EatHealthy, Think Better.Capturing a huge share of market.


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WEAKNESS

Decreases nutritional valueIncreases the cost of food product

Industry and technology requires high

investment

STRENGTHSSTRENGTHS

Easily available in various forms

Provide good Instant Remedy for hunger inthe form of readymade food

Widely accepted in all Generations

OPPURTUNITIESOPPURTUNITIES

Increase economy of India

Generate employment opportunity

Good quality of Goods

Provide competition to foreign companies

Improve living standard

THREATSTHREATS

Many companies are result oriented

Increase in pollutionSometimes provide poor quality of

product for more profit

Lack of Technology


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Thank You.

britannia marketing analysis

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