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Page 1: Final Britannia
Page 2: Final Britannia

Presented by

• 1.Abha Verma• 2.Prithi• 3.Praveen• 4.Tauqueer • 5.Janani

Page 3: Final Britannia

Britannia industries limited• Started way back in 1892 with an investment of Rs. 295,

biscuits were manufactured in a small house in central Kolkata.

• In 1918, C H Holmes, an English businessman in Kolkata was taken as a partner and ‘The Britannia Biscuit Company Limited (BBCo)’ was launched

• In 1998-99, it had attained a turnover of Rs. 10300 million compared to Rs. 8478 million in previous year i.e.1997-98.

• Britannia industries limited had a French partner, Danone, holding 50.2% stake in equity.

Page 4: Final Britannia

Britannia product profileProducts %share

biscuits 85

breads 6.5

dairy 2

cakes 4.5

others 2.5

.

Page 5: Final Britannia

BRITANNIA'S FOOD STRATEGIES

• BISCUITS: Target customers to capture growth in each category by segmenting the market both along conventional lines and through segmentation

• DAIRY: Enter selective segments to establish a presence so that the portfolio includes premium as well as popular brands

• BREAD: Continue with the category despite being a low-margin market since its presence is a logical extension of its expertise in bakery products

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PRODUCTS

• All its product offerings derive their premium qualities from the principles of health and taste.

• The highest consumption group for biscuits are children• Britannia offers Milk Bikis with all the ‘goodness of milk’ required by

younger kids• Tiger brand is aimed at 7-14 year olds and provides them with the

exuberant health required by ‘winners of tomorrow’. • Treat, a range of delicious cream biscuits – is meant as a treat for children

during fun times. • Little Hearts, meant for teenagers and kids• 50-50 - biscuit snack for young adults with its sweet-salty duality. • The savory Time Pass brand is targeted at the same age group as well.• Britannia MarieGold, is a venerated tea-time offering for health

conscious urban adults. • Good Day- healthy everyday treat for the entire family.

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Britannia also tried to create a premium image for its dairy products without creating a barrier for Amul switchers, by putting a mild premium over its cheese products.

It also launched its own flavored milk named “Zipsip” & branded ghee products thus completing its dairy product line

Page 8: Final Britannia

Distribution & pricing strategy• BIL distributed its products across the country via 4 lakh retail

outlets through 1400 distributors.

• It had targets of doubling its retail outlets to 8 lakhs by 2001, out of which rural outlets would account for 60% of the total.

• With its pricing strategy, Brittania tried to cover every possible segment of the Indian market.

• The urban consumer was targetted with premium priced trendy products while low priced affordable biscuit satchets priced at Re. 1 were made available for the rural market.

Page 9: Final Britannia

Promotion & Advertising strategy

• Research conducted by Britannia industries, showed that across various demographic segments, all the customers were health conscious and looked the Britannia as a "Caring Brand”.

• Hence Britannia brought out its slogan, “Eat Healthy, Think Better”, for all its product packs & commercials.

Page 10: Final Britannia

YEAR WISE BIL SALES AND AD-SPEND

YEAR SALES(Rs.million) AD.SPEND(Rs. million)

1990-91 3603 NA

1991-92 4278 NA

1992-93 4478 NA

1993-94 4429 NA

1994-95 5190 171

1995-96 6024 209

1996-97 7523 290

1997-1998 8478 5252

1998-99 10300 300(Feb-Apr.’99)

Page 11: Final Britannia

Brand Values

• Britannia brand advocates values that stand for health, hygiene, family, trust and taste.

• It reflects the strong link between physical and mental well-being, that is so important to a person, and is typically a result of what one eats.

• While Britannia strives to give consumers a healthier life, the consumer on the other hand, has come to expect innovation from Britannia's offerings - a huge challenge for the company.

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•  1892 :The Genesis - Britannia established with an investment of Rs. 295 in Kolkata 1910 :Advent of electricity sees operations mechanised 1921:Imported machinery introduced; Britannia becomes the first company East of the Suez to use gas ovens 1939 – 44 :Sales rise exponentially to Rs.16,27,202 in 1939

• During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore 1975 :Britannia Biscuit Company takes over biscuit distribution from Parry's

•  1978 :Public issue - Indian shareholding crosses 60% 1979 :Re-christened Britannia Industries Ltd. (BIL) 1983 :Sales cross Rs.100 crore 1989 :The Executive Office relocated to Bangalore 1992:BIL celebrates its Platinum Jubilee 1993 :Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Groupe Danone in BIL  1994 :Volumes cross 1,00,000 tons of biscuits   1997 :Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make every third Indian a Britannia consumer' BIL enters the dairy products market

•  1999 :"Britannia Khao World Cup Jao" - a major success! Profit up by 37% 2000 :Forbes Global Ranking - Britannia among Top 300 small companies  2001 :BIL ranked one of India's biggest brands . No.1 food brand of the country

• Britannia Lagaan Match: India's most successful promotional activity of the year • Maska Chaska: India's most successful FMCG launch

  2002 :BIL launches joint venture with Fonterra, the world's second largest dairy company

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 2003 :'Treat Duet'- most successful launch of the year

• Britannia Khao World Cup Jao rocks the consumer lives yet again

 2004 :Britannia accorded the status of being a 'Superbrand' • Volumes cross 3,00,000 tons of biscuits • Good Day adds a new variant - Choconut - in its range •  2005 :Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant! • Britannia launched 'Greetings' range of premium assorted gift packs •  2006• Britannia re-launched NutriChoice Hi-Fibre Digestive biscuits in an international large sized biscuit pack. •  2007• Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a 70 percent beneficial state in

the Dubai-based Strategic Foods International Co. LLC and 65.4% in the Oman-based Al Sallan Food Industries Co. SAOG.

• Britannia NutriChoice SugarOut range introduced - 1st of its kind of biscuits to be be launched in India with "No Added Sugar" (Variants - Chocolate Cream, Orange Cream, and Litetime)

•  2008• Britannia NutriChoice 5 Grain biscuits launched - Biscuits with the goodness of 5 health Cereals, and sweetened with

Natural honey. Britannia Nutrichoice promised consumers "Bhook Bhagao, Kuch Healthy Khao" • Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies', Low Fat Dahi and renovated

'MarieGold'. •  2009• Britannia NutriChoice Nature Spice Crackers launched - Your favorite Cream Crackers, now made even more exciting

with the addition of "Sabut" Ajwain and Jeera spices. •  2010• Britannia NutriChoice launches a New Year pack - the Health Starter Kit. Created for everyone who makes New

Year resolutions and doesnt follow through. The Health Starter Kit contains 1 pack each of NutriChoice Hi-Fiber Digestive, NutriChoice 5 Grain, NutriChoice Nature Spice Cracker bundled together with a Fit Sip Sipper and a fitness chart. All this only for Rs 100.

Page 14: Final Britannia

Mass communications; advertising &sales promotions

• Developing and managing an advertising program includes

1.Selecting the objective2.Deciding on the advertising budget3.Developing the advertising campaign4.Choosing the communication vehicle5.evaluation

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Page 16: Final Britannia

Strategy for Sales promotions taken by Britannia

• Golden opportunity to generate sales • Cricket in INDIA was ‘pervasive nasha’-an

addiction enfolding masses• Biscuit sales was falling by 30% every year• BIL faced another challenge: it was over-

dependent on one product, with biscuits accounting for 85 per cent of its turnover last year. Dependence to that degree could have disastrous consequences

Page 17: Final Britannia

WORLD CUP 1999• World cup 1999 was a mega cricket event which was expected

to reach out to over 300 million Indians via the television & print media.

• It was estimated that the total ad spent during the world cup would be Rs. 3200 million including TV, billboards & print media. Additionally about Rs. 1800 million was likely to be spent on promotions, schemes, free bees etc.

Page 18: Final Britannia

BIL’s contest• `Britannia Khao,world cup jao ' -- a three-month

promotion that promises a free three-day trip to UK for 100 lucky consumers of Britannia

• The company rolled out a wide range of its products bearing the `Britannia khao world cup jao' slogan on the packaging.

• Consumers were required to collect 100 runs obtained on the purchase of Britannia products and redeem these for cut out coupons -- the key to the lucky prizes -- that can be collected at designated prize centers.

Page 19: Final Britannia

SCHEME DETAILS• One specially designed World cup 99 booklet will

be offered free to all purchases against “100 runs”. These runs may be collected by purchasing any combination of Brittania offer packs & submitting the wrappers totalling 100 runs.

• The booklet will contain one cut-out coupon & one counterfoil, both having silver dusted rectangular patches on the top right hand corners, which when scratched by the purchaser would reveal if he/she has won any prize & the nature of the prize.

Page 20: Final Britannia

• If the purchaser has won any of these prizes, he/she will be required to write his/her name, address, & telephone number on the coupon & submit it to the nearest Brittania authorised wholesaler. The winners of the trip to England would be personally contacted.

• The other counterfoil will have to be retained by the purchaser as his/her proof of winning.

• 3500 prize centres.

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• Four major sponsers - Pepsi, Vodafone, Emirates and Nat West Bank

• TVrights not given to a single company but had separate deals for different territories.

• Brand Storming-Pepsi, LG, Samsung Philips ,Hero Honda , Britannia

Page 22: Final Britannia

Selected Promotions during World Cup 1999

BRAND PROMO/AD

AIWA PRICE-OFF LINKED TO INDIA PROGRESS

ASIAN PAINTS CONTEST ON THE INDIAN TEAM COLOR

COCO-COLA 6 NEW CAMPAIGNS

HERO HONDA CONTEST RALLY, ADVERTISEMENT FEATURING TEAM OF 83 SPECIAL MATCH

RASNA SPECIAL PACKAGING

LG DEALER AND CUSTOMER CONTEST, BEST OF LUCK ADS

PEPSI CONTEST, MASCOT PROMOTION, TROPHY ROAD SHOW

Page 23: Final Britannia

BRAND STAR

ADIDAS SACHIN TENDULKAR

BRITANNIA RAHUL DRAVID & ROBIN SINGH

RASNA KAPIL DEV

PEPSI SACHIN TENDULKAR, AJAY JADEJA, RAHUL DRAVID, MOHAMED AZHARUDDHIN

COCO-COLA SOURAV GANGULY, ANIL KUMBLE

Page 24: Final Britannia

PRIZES

• Cricket book for all who submitted wrappers totalling 100

• 100 winners to UK trip• 100 21 inch colour TV• 1000 cricket bats• 10000 wrist watches• 100000 TIGER CASHEW BADAM biscuit pkt of 75

gms each• 400000 CHEKKERS biscuit pkt of 14g. each

Page 25: Final Britannia

RESULTS

Increased awareness among the consumers

Corporate image enhanced-(forbes)

Created experience and evoked feelings

Expressed commitment to the community-(training for children)

Page 26: Final Britannia

OTHER PROMOTIONS• This promotion was repeated successfully in 2002/03

with the destination of choice being South Africa. • 'Britannia Khao, Cricketer Ban Jao' - was fuelled by

the need of every Indian to be a part of the passion called cricket.

• 'Britannia Lagaan Match' that revolved around a movie called Lagaan was based on a cricket match.

Page 27: Final Britannia

Things you didn't know about Britannia

• Britannia products are sold in over 2 million outlets, reaching millions of consumers who buy approximately 2.4 billion packs each year.

• A small army keeps Britannia going - over 100 stock-keeping units, 3,000 employees, over 1,500 authorised whole sellers, 53 depots and 46 factories.

• The number of biscuits produced by Britannia in one year, would be the equivalent of one pack of 12 biscuits for every two people in the world.

• Stacked on top of each other, all Britannia biscuits sold in a year would stand 10,000 times taller than Mount Everest.

• Launched in 1997, Tiger became the largest selling Britannia biscuit brand in just 4 months of launch. It crossed the Rs. 1 billion sales mark in its very first year and is growing stronger.

Page 28: Final Britannia

THANK YOU