SUBMITTED BY-

ANKIT KUMAR MEENAKSHI NITISH KUMAR SWAPNIL

MARKETING STRATEGY OF BRITANNIA INDUSTRIES LIMITED

Britannia was started in Calcutta in 1892 with an initial investment of Rs.295

In 1979,Britannia Biscuit Company was rechristened Britannia Industry Limited.

Forbes Global rated Britannia “one amongst the Top 200 small companies of the world.

The Economic Times pegged Britannia India 2nd most trusted Brand.

In Indian Biscuits Market, Britannia is highest selling in terms of value ,followed by PARLE and ITC

BRITANNIA

Chapter 2 n Basic Marketing Concepts

Graphic Organizer

T he Marketing Mix

The Marketing Concept

Consumers

Marketing Research Marketing Segmentation

Product Price Place Promotion

The Products of Britannia are- Nutrichoice 5 Grain Biscuits. Tiger Banana. Nutrichoice Sugar out. Nutrichoice Digestive Biscuit. Treat Fruit Rollz. Britannia 50-50 Pepper Chakkar.

The Outer Products are- Biscuits. Daily Fresh Breads, Cakes, Rusk. Subh Kammanayein.

PRODUCTS OF BRITANNIA

Britannia’s products comes under non-durable goods. The products comes in different sizes as well as

shapes. The product features are:-• The products are good for health• The products are tasty• The products are available in attractive packaging.• The products are of good quality.• The products are available in no. of variants. Product-Line Length- Britannia has a good length of its

product line . The company has done line stretching

PRODUCT

WIDTH BISCUIT BREAD DIARY CAKES/ RUSKS

DEPTH CREAM TREAT, MARIE GOLD, GOOD DAY, 50-50

PREMIUM BREAD

CHEESE, BUTTER, MILK

CUP CAKES

PRODUCT LINE DESIGN

The Pricing Strategies of Britannia are-

Market Penetration, Pricing for the products like TIGER

Product Quality Leadership for products like GOOD DAY and TREAT.

Special-Event Pricing in festive seasons.

PRICE

Britannia uses the both i.e., Pull Strategy as well as Push Strategy to persuade the demand.

The company follows the Intensive Distribution Strategy.

PLACE

Britannia promotes itself through-

• ADVERTISEMENT- Television, Radio, Newspaper, Magazine etc.

• SALES PROMOTION-Small pack of 50-50 with Good day, free gift packing, festive seasons, rural marketing fares, etc.

• INTERACTIVE WEBSITE

PROMOTION

It is the premium biscuits segment.

With Eat Healthy, Think Better ,Britannia positions itself as a healthy nutritious alternative.

Good Day ads with “Iska Toh Ho Gaya Re Good Day” ‘it has tried to position as the brand preserves to infuse clear hearten.

POSITIONING

Distribution Channel

Marketing Campaigns

Pricing Sales Process

PLACING

AGE GROUP- Different products for different age groups. For ex-Tiger and Treat for kids, Little Hearts for youth and Good day for elder ones.

NICHE SNACKING SEGMENT- For those individuals which are on the go, the company introduced small packs.

OCCASSIONS- Britannia’s Shubh Kammanayein is for special occasion like festivals.

SEGMENTATION

• Full market coverage Britannia follows full market

coverage pattern of target market selection.

It has differentiated marketing pattern i.e., it operates in several market segments and design different products for each.

MARKET TARGETING

The brand name of Britannia Biscuit includes VITA MARIE, TIGER , GOOD DAY, TREAT, JIM-JAM ,MILK BIKIES, BOURBOURN & PURE MAGIC

LEADERS-Britannia.

CHALLENGERS-Parle, Sun feast, Priya Gold & BISK FARM.

FOLLOWERS-Dukes, Ampro, Champion

COMPETITORS & FOLLOWERS

SWOT ANALYSIS •STRENGTHS:-

•Favorable Market Condition.•Major Brand Names.•Loyalty towards the product.•Variety of product.•Affordable prices.•Niche products.•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.

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

THREATS:-•Cut throat competition.•Increasing no. of player in the market.•Unpredictable risk in consumer demand.•Entry of foreign player. In Indian market.•Increasing govt. restriction.•Other Ready to eat products are coming up in the market..

THANK YOU

QUESTIONS

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