Marketing Strategies of Britannia

Presented By:

Mohit Nebhwani

Subhrth Saha

Company Overview

• About its establishment

• Trustworthy

• Its ventures and glories

Market Shares: In Volumes:

Britannia - 30.5% .

Parle - 38.4%

Sunfeast - 6.7%.

In Value:

Britannia - 37%

Parle - 31.3%

Sunfeast - 6.3%

BRITANNIA

The Brand Names Of the Britannia biscuit includes: Vita Marie, Tiger Variants, Good Day, Treat, Jim-Jam & Pure Magic.

Leader - Britannia.Challengers - Parle , Sunfeast , Priya Gold.Followers - Dukes , Ampro, Champion.

Biscuit volume of this year have grown by 13-14% contributed mainly by Tiger, 50-50 & Good Day brands.

Product Line Decision:

Width Biscuits Bread Dairy Cakes/Rusk

Depth • Cream Treat.• Marie Gold.• Good Day.• 50-50.

• Premium Bread.

• Cheese.• Butter.• Milk.

• Cup Cakes

SWOT Analysis of Britannia

STRENGTHS:Favourable market conditions.Major brand names.Loyalty towards the product.Variety of products.Affordable prices.Niche product.Demand in urban and premium segment.

WEAKNESS:Limited resources.Too many brands entering the market.Scarcely distributed in rural areas.Not affordable to low income groups.

OPPORTUNITIES:Increasing income of people.Increasing demand.Growing competition.Introduction of new technology.Increasing tie-ups, mergers.

THREATS:Cut-throat competitionIncreasing no. of players in the marketUnpredictable shift in consumer demandsEntry of foreign players in Indian marketIncreasing government restrictionsOther ready-to-eat products are coming up in the market

Marketing Environment:Quality• It refers to features of a product that allow it to meet customers’

expectations. • To ensure good quality, • Quality raw materials • Quality production process • Quality design

Through these stages Britannia Good Day adds value.• Britannia uses many processes to achieve quality. It uses quality

assurance, control and total quality management to make sure that its quality standards are met. All of these quality processes tie in together.

Marketing P’s

PRODUCT

Varieties

Britannia

• Cream Treat. Mango. Pineapple. Elaichi. Orange.• Jim – Jam (Niche).• Pure Magic. Chocolate. Vanilla.

PRODUCT FEATURES :

Design Circular in shape except Bourbon which is rectangular.

Invariably rectangular in shape.

Aping Britannia.

Feature USPUnique mouth watering ole cream fillings.

Quantity of biscuits in packet are more.

Very crispy

PRICING

Pricing objective:

Market Share Maximization.

Price Wars.

New Product in Company’s Product Line.

PROMOTION ADVERTISING:

MVO: Britannia ka naya Treat. “Maaze se lick karo, Maaze ke khao “

• Britannia has done LAGAAN campaign.

• Children and teenagers as a tasty health food

• New Masti Magic Offer

• Britannia has been giving Fruit Rollz free with 200gms packet of Bourbon

REACH TO CONSUMERS :Vitality, Purity, Freshness

Target Audience:

Demographics:Age : 5 & aboveRegion : IndiaCategory : ChildrenReligion : InsignificantSocial Class : Middle & Upwards

Psychographics:Lifestyle : Children enjoying their snacks by watching TV or taking it as a lunch for schools.

Behavioral:Occasions : Regular occasionUser status : Regular userUser rates : Medium userLoyalty status : LoyalReadiness stage : Informed Attitude towards the product : Positive , hostile

Sales Promotion Tools

Britannia• Britannia Khao World Cup Jao

• Prizes worth Rs. 1 crore.

• Includes 100 World Cup Tickets to watch the India – Pakistan match in South Africa

• It also includes cameras ,wrist watches & Britannia Book Of Cricket

• It spends close to Rs 10 to 12 crore.

PLACE Channels: Britannia has adopted indirect marketing channel.

Coverage:

Britannia covers almost all the urban areas but lacks coverage in rural areas.

Outlets of Britannia - 3.3 mn