britannia marketing mix
TRANSCRIPT
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.