TABLE OF CONTENTS:-

1. Introduction
2. Punch Line Used
3. Company Overview
4. History
5. Industry Overview
6. Profile
7. Milestones Britannia
8. Company Vision
9. Product Mix
10. History of Biscuits
11. Different Products
12. Product Comparison
13. Product Description
14. Distribution Network Of Britannia Biscuits
15. Growth Strategies of Britannia
16. Marketing Strategy
17. Market Share
18. Research Methodology
19. Up- Coming new Products
20. Conclusion
21. Reference
Introduction:-

Britannia Industries Limited is an Indian company based in

Kolkata that is famous for its Britannia and Tiger brands of biscuit,
which are highly recognised throughout the country. Britannia is one of
India’s leading biscuit firms, with an estimated 38% market share.

The Company's principal activity is the manufacture and sale of biscuits,

bread, rusk, cakes and Dairy products.

The Britannia's fame is largely acknowledged through the colourful

Britannia logos that Indian cricketers such as Virender Sehwag and
Rahul Dravid wear on their bats.

PUNCH LINES USED

Products Punch Lines
 50-50 “Very Very Tasty Tasty”
 Marie Gold “Tea Time biscuit”
 Milk Bikis “Eating Milk”
 Time pass “Perfect partner for Time pass
moments”
 Tiger “Eat Healthy Think better”
 Treat “Lovable devils”
Company Overview
The story of one of India's favourite brands reads almost like a
fairy tale. Once upon a time, in 1892 to be precise, a biscuit
company was started in a nondescript house in Calcutta (now
Kolkata) with an initial investment of Rs. 295. The company we
all know as Britannia today.

The beginnings might have been humble-the dreams were

anything but. By 1910, with the advent of electricity, Britannia
mechanised its operations, and in 1921, it became the first
company east of the Suez Canal to use imported gas ovens.
Britannia's business was flourishing. But, more importantly,
Britannia was acquiring a reputation for quality and value. As a
result, during the tragic World War II, the Government reposed
its trust in Britannia by contracting it to supply large quantities of
"service biscuits" to the armed forces.

As time moved on, the biscuit market continued to grow… and

Britannia grew along with it. In 1975, the Britannia Biscuit
Company took over the distribution of biscuits from Parry's who
till now distributed Britannia biscuits in India. In the subsequent
public issue of 1978, Indian shareholding crossed 60%, firmly
establishing the Indianness of the firm. The following year,
Britannia Biscuit Company was re-christened Britannia Industries
Limited (BIL). Four years later in 1983, it crossed the Rs. 100
crores revenue mark.

On the operations front, the company was making equally

dynamic strides. In 1992, it celebrated its Platinum Jubilee. In
1997, the company unveiled its new corporate identity - "Eat
Healthy, Think Better" - and made its first foray into the dairy
products market. In 1999, the "Britannia Khao, World Cup Jao"
promotion further fortified the affinity consumers had with 'Brand
Britannia'.

Britannia strode into the 21st Century as one of India's biggest

brands and the pre-eminent food brand of the country. It was
equally recognised for its innovative approach to products and
marketing: the Lagaan Match was voted India's most successful
promotional activity of the year 2001 while the delicious Britannia
50-50 Maska-Chaska became India's most successful product
launch. In 2002, Britannia's New Business Division formed a joint
venture with Fonterra, the world's second largest Dairy Company,
and Britannia New Zealand Foods Pvt. Ltd. was born. In
recognition of its vision and accelerating graph, Forbes Global
rated Britannia 'One amongst the Top 200 Small Companies of
the World', and The Economic Times pegged Britannia India's 2nd
Most Trusted Brand.

Today, more than a century after those tentative first steps,

Britannia's fairy tale is not only going strong but blazing new
standards, and that miniscule initial investment has grown by
leaps and bounds to crores of rupees in wealth for Britannia's
shareholders. The company's offerings are spread across the
spectrum with products ranging from the healthy and economical
Tiger biscuits to the more lifestyle-oriented Milkman Cheese.
Having succeeded in garnering the trust of almost one-third of
India's one billion population and a strong management at the
helm means Britannia will continue to dream big on its path of
innovation and quality. And millions of consumers will savour the
results, happily ever after.
HISTORY

“Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves

munching on biscuits, but do they know how biscuits began?”

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning
'twice') and 'Coctus' (meaning cooked or baked) . The word 'Biscotti' is
also the generic term for cookies in Italian. Back then, biscuits were
unleavened, hard and thin wafers which, because of their low water
content, were ideal food to store.

Therefore biscuits became the ideal travelling food since they stayed
fresh for long periods. The seafaring age, thus, witnessed the boom of
biscuits when these were sealed in airtight containers to last for months
at a time. Making good biscuits is quite an art, and history bears
testimony to that. During the 17th and 18th Centuries in Europe, baking
was a carefully controlled profession, managed through a series of
'guilds' or professional associations. To become a baker, one had to
complete years of apprenticeship - working through the ranks of
apprentice, journeyman, and finally master baker.

Not only this, the amount and quality of biscuits baked were also
carefully monitored. As technology improved during the Industrial
Revolution in the 19th century, the price of sugar and flour dropped.
Chemical leavening agents, such as baking soda, became available and a
profusion of cookie recipes occurred. This led to the development of
manufactured cookies.

India Biscuits Industry came into limelight and started gaining a sound
status in the bakery industry in the later part of 20th century when the
urbanized society called for ready made food products at a tenable cost.
Biscuits were assumed as sick-man's diet in earlier days. Now, it has
become one of the most loved fast food product for every age group.
Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at
cost. The States that have a larger intake of biscuits are Maharashtra,
West Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh.
Maharashtra and West Bengal, the most industrially developed states,
hold the maximum amount of consumption of biscuits The Federation of
Biscuit Manufacturers of India (FBMI) has confirmed a bright future of
India Biscuits Industry. According to FBMI, a steady growth of 15
percent per annum in the next 10 years will be achieved by the biscuit
industry of India.

Besides, the export of biscuits will also surpass the target and hit the
global market successfully. Interestingly, as time has passed and despite
more varieties becoming available, the essential ingredients of biscuits
haven't changed - like 'soft' wheat flour (which contains less protein than
the flour used to bake bread) sugar, and fats, such as butter and oil.
Today, though they are known by different names the world over, people
agree on one thing - nothing beats the biscuit!

Reason behind selecting this product

The association of our product, biscuits is an age long narration. A snack

or starvation, picnic or just time pass munching, biscuits have always
been a part of it.In today’s innovative and competitive scenario, biscuit
industry still manages to hold a stand in the market and creates its
visibility amongst all commodities.

The brands play on our minds emotionally, as we have a childhood

involvement. Amongst the brands of biscuits, the image of Britannia
furnishes to our perceived mind set. The other essential basis of
choosing the biscuit industry and referring to Britannia as a brand, are
as per their established appeal in the market, its market share and
awareness.
Industry Overview
The Indian biscuits' market is estimated to be 1.1 million tonnes per
annum and valued at over Rs 50 billion. India is known to be the second
largest manufacturer of biscuits, the first being USA. It is classified
under two sectors: organized and unorganized. The present biscuits-
bakery sector in India looks like a battlefront. The battle being led by
stalwarts like Britannia and Parle with close competition from other
companies like ITC, Nutrine, HLL Kissan, Kwality and even international
brands like Kellogs, Nestle, Sara Lee and United Biscuits.The biscuit
segment has developed with large markets of mass consumption
covering over 90% of the overall potential market. The country
comprises of huge unorganized sector. Biscuits market on an average
grew at 8% per annum in the last five years. The rural penetration of
the branded biscuits segment is also significant. Towns with
populations of less than a lakh contribute significantly to the industry's
turnover, with some estimates placing it at 40%. However, rural
markets largely consume lower-priced varieties, and it is here that
branded biscuits meet with stiff competition from the unorganized
sector. The unorganized sector in the biscuits segment does exert
pressure on the pricing policies of the organized players. But only up to
a point since the penetration of brands in this business even in the rural
areas is fairly significant. Therefore, the value for only the branded
business segment is more indicative of the industry's competitive
pressures.

Three domestic players, Britannia, Parle and ITC, have thus far
dominated the market—with an average annual growth of 10-12%.
According to the Federation of Biscuit Manufacturers of India (FBMI),
60% of the total market is organized and the rest—unorganized. As per
a research conducted in 2006 though ITC was able to increase its
market share by a significant percent, Britannia still is the leader with
highest volume of sales and value market share. Researcher says that
Parle has been Britannia’s toughest competitor. The biscuit market in
India still has lot of room for expansion from the existing players and
the new entrants.
Profile

Registered Office 5/1 A, Hungerford Street Kolkata -

700017, WB
Phone: 91-33- 22870505
Fax: 91-33-22872501
Website: www.britannia.co.in

Management Details Chairperson - N N Wadia

Managing Director - V Bali
Directors - K Dadiseth, A Deb, S
Gerlich, A K Hirjee, Philippe - Loic
Jacob, N N Kampani, S S Kelkar, P
Khanna, J N Wadia, Francois-Xavier
Roger
Business Operation Biscuits, bread, cakes, dairy products

Background Britannia Industries Ltd (Britannia) was

established in 1892 in Kolkata, WB as
a biscuit manufacturing company. The
company is now jointly held by the
Wadia Group and Groupe Danone.
Britannia manufactures bakery
products including biscuits, bread, and
cakes, and also dairy products like
 cheese and milk powder.

Business Profile Britannia manufactures diary products

from its plants located in Kolkata,
Delhi, Chennai, Mumbai, and
Rudrapur. The company has a total
installed capacity of 163,500 MT of
biscuits and protein foodstuffs. Key
brands include Tiger, Good Day, Milk
Bikis, Treat, and Marie. In FY07 the
company launched new brands; 50:50
Chutkule, Treat Fruit, Rollz,
NutriChoice Digestive, and renovated
Milk Bikis, Chota Tiger, and Chocolate
Cream in the Tiger range. Further in
2008, the company launched iron
fortified Tiger' biscuits,'Good Day
Classic Cookies', Low Fat Dahi and
renovated 'MarieGold'.

In 2007, biscuits and high-protein food

achieved a y-o-y production increase of
23% and 26%, respectively. During
FY07, the bread, cake, and rusk
business grew by 54% y-o-y. Britannia
exports its products to countries in the
Middle East and to USA, Ghana, and
Singapore. It has a JV in New Zealand
to undertake marketing of dairy
products. In 2007, Britannia formed a
JV with Khimji Ramdas Group to set up
two bakery product companies in the
Middle East. The company acquired
70% stake in Strategic Foods
 International LLC in Dubai and in
Oman-based Al Sallan Food Industries
Co SAOG. During 2007, Britannia
formed a strategic alliance with a
Bangalore-based company, Daily
Bread. This alliance will provide
products under the brands Daily Bread
and Deluca’s.
Financials Total Income - Rs. 22,285.8 million
(Year end, March 2007)
Net Profit - Rs. 1,130.3
million (Year end, March 2007)
Company Secretary V Madan

Bankers SBI, SCB, ABN, Citibank, HSBC,

HDFC Bank, ICICI Bank, Indian Bank ,
Bank of America, Deutsche Bank

Auditors Lovelock & Lewes

Ranking Income - 135

Net profit - 122
Net worth – 122
Board of Directors

Name Designation

Mr. Nusli Neville Wadia Chairman

Ms. Vinita Bali Managing Director

Mr. A.K.Hirjee Director

Dr. Ajai Puri Director

Mr. Avijit Deb Director

Mr. Jeh N Wadia Director

Mr. Keki Dadiseth Director

Mr. Nasser Munjee Director

Mr. Nimesh N Kampani Director

Mr. Pratap Khanna Director

Mr. S.S.Kelkar Director

Vinita Bali is Britannia CEO
Vinita Bali has been appointed as the new chief
executive officer of Britannia Industries Ltd .
She will assume charge from January 3, 2005, said a
media statement from the company which added that
Nusli Wadia, chairman, and the board of directors of
the company had approved her appointment.Bali is a
highly qualified manager with national and international
experience. She received her Bachelor of Economics degree from
the Delhi University andher MBA from Jamnalal Bajaj Institute of
Management Studies in Mumbai .
She also pursued further studies in business and economics at
the Michigan State University on a scholarship from the Rotary
Foundation and was selected to work as a graduate intern at the
United Nations headquarters in New York.
She began her career with Voltas Ltd , a Tata Group company
focusing on consumer products.
In 1980, Bali joined Cadbury India , where she had a successful
career. Her performance in India earned her a position at Cadbury
UK from 1984 to 1986. She came back to India for five years
heading the marketing function as general manager, marketing.
In 1992, she was posted to Cadbury Nigeria as director, with
responsibility for both sales and marketing. In 1993, she was
named head of marketing, South Africa , which is Cadbury's third-
largest market. She also served on the boards of Cadbury Nigeria
and Cadbury South Africa.
The Coca-Cola Company chose it as its worldwide marketing
director in 1994. She was responsible for worldwide strategy for
Coke and one of the key players in helping the soft drink giant
double its growth rate.
In 1997, she was promoted by Coke as vice president of
marketing for Latin America. In 1999, she moved to a profit and
loss responsibility as president of the Andean division with retail
sales in excess of $1 billion, covering Chile, Peru, Ecuador and
Bolivia. She was made responsible for transformational change
encompassing business direction and organisational culture.
Managing Team
GAUTAM BANERJEE - General Manager – Materials

ASHOK KUMAR GUPTA - General Manager - Accounts & Planning

R K AGRAWAL - Supply Chain Director for New Business Development

R S SUBRAMANIAM - General Manager - Manufacturing, Engineering and

Projects

ANURADHA NARASIMHAN - Category Director - Health & Wellness

SHALINI DEGAN - Category Director - Delight & Lifestyle

T S VENKETRAM - General Manager - Manufacturing Development

BALAJI REDDIPALLI - Head Replenishment

R. ANAND - Business Operations Director

JEHANGIR TANKARIWALA - General Manager - Human Resources

VINOD MENON - Head of BNZF

SHRIDHAR PANSHIKAR - National Sales Manager

PURNENDU ROY - Head of R&D

P. GOVINDAN - Company Secretary & Head of Legal

Dr. K.N. SHASHIKANTH - Corporate Quality Assurance Manager

VALIVETI V PADMANABHAM - Corporate Manager - Information

Systems
CONTACTS
The Company's plants are located in Mumbai, Kolkata, Delhi,
Chennai and Uttarakhand.

Contact Britannia
Registered Office
5/1/A Hunger ford Street,
Kolkata - 700 017
West Bengal
Ph: 033 - 2287 2439 / 2287 2057
Fax: 033 - 2287 2501

Executive Office
Britannia Gardens,
Airport Road, Vimanapura,
Bangalore - 560 017
Ph: 080 - 6692 8000
Fax: 080 - 2526 3265 / 2526 6063

Research and Development

191, MTH Road, Padi,
Chennai - 600 050
Tamil Nadu
Ph: 044 - 2625 4427
Fax: 044 - 2625 8563

Mumbai Office
Neville House, 1st Floor
Currimbhoy Road, Ballard Estate,
Mumbai - 400 001
Maharashtra
Ph: 022 - 2261 8071
Fax: 022 - 2262 6657
Milestones of Britannia
The Genesis - Britannia established with an investment of Rs. 295 in
1892
Kolkata

Advent of electricity sees operations mechanised

1910

Imported machinery introduced; Britannia becomes the first company East

1921
of the Suez to use gas ovens

Sales rise exponentially to Rs.16,27,202 in 1939

1939 - 44
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

Public issue - Indian shareholding crosses 60%

1978

Re-christened Britannia Industries Ltd. (BIL)

1979

Sales cross Rs.100 crore

1983

The Executive Office relocated to Bangalore

1989

BIL celebrates its Platinum Jubilee

1992

Wadia Group acquires stake in ABIL, UK and becomes an equal partner

1993
with Groupe Danone in BIL

Volumes cross 1,00,000 tons of biscuits

1994

Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new
1997
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%
 Forbes Global Ranking - Britannia among Top 300 small companies
2000

BIL ranked one of India's biggest brands

2001
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
BIL launches joint venture with Fonterra, the world's second largest dairy
2002
company
Britannia New Zealand Foods Pvt. Ltd. is born
Rated as 'One amongst the Top 200 Small Companies of the World' by
Forbes Global
Economic Times ranks BIL India's 2nd Most Trusted Brand
Pure Magic -Winner of the Worldstar, Asiastar and Indiastar award for
packaging
'Treat Duet'- most successful launch of the year
2003
Britannia Khao World Cup Jao rocks the consumer lives yet again
Britannia accorded the status of being a 'Superbrand'
2004
Volumes cross 3,00,000 tons of biscuits
Good Day adds a new variant - Choconut - in its range

Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular
2005
chant!
Britannia launched 'Greetings' range of premium assorted gift packs
The new plant in Uttaranchal, commissioned ahead of schedule.
The launch of yet another exciting snacking option - Britannia 50-50
Pepper Chakkar
Britannia industries formed a joint venture with the Khimji Ramdas Group
2007
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 launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic
2008
Cookies', Low Fat Dahi and renovated 'MarieGold'.
COMPANY VISION
 To be one of the best biscuit and baked snack producers
in Europe.
 To produce innovative products for an ever changing
markets.
 Healthy biscuits and snacks using finest ingredients.
 Growth Strategies of Britannia: India’s Emerging Food
Conglomerate

In 2007, Britannia, one of the India’s largest biscuit brands held a

market share of 38% in terms of value. Indian biscuit industry, the
third largest producer of the biscuits in the world was highly
under-penetrated. This presented numerous growth opportunities
to new as well as existing players. Apart from the presence of big
players like ITC Foods and Parle, the local manufacturers of
biscuits and other Indian snacks had been raising concerns for
Britannia. Besides competition, Britannia faced critical challenges
due to declining margins in the biscuit industry due to the
increasing costs of raw materials. Its profit had been on a decline
since 2005. Though Britannia had forayed into dairy and bakery
products, 90% of its revenues still came from its core business in
biscuits category which was largely driven by product innovation.
The case, highlighting the Britannia’s growth strategies, provides
scope to analyse opportunities and challenges for Britannia in the
Indian biscuit industry.

Pedagogical Objectives:
 Product portfolio management, brand extension and market
segmentation of Britannia
 Analysing product innovation strategies of Britannia as its
competitive advantage
Organic and inorganic growth strategies of Britannia to face the
challenges in the Indian biscuit industry
History of Biscuts
Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves
munching on biscuits, but do they know how biscuits began?

The history of biscuits can be traced back to a recipe created by

the Roman chef Apicius, in which "a thick paste of fine wheat
flour was boiled and spread out on a plate. When it had dried and
hardened it was cut up and then fried until crisp, then served
with hone yand pepper."

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning
'twice') and 'Coctus' (meaning cooked or baked). The word
'Biscotti' is also the generic term for cookies in Italian. Back then,
biscuits were unleavened, hard and thin wafers which, because of
their low water content, were ideal food to store.

As people started to explore the globe, biscuits became the ideal

travelling food since they stayed fresh for long periods. The
seafaring age, thus, witnessed the boom of biscuits when these
were sealed in airtight containers to last for months at a time.
Hard track biscuits (earliest version of the biscotti and present-
day crackers) were part of the staple diet of English and American
sailors for many centuries. In fact, the countries which led this
seafaring charge, such as those in Western Europe, are the ones
where biscuits are most popular even today. Biscotti is said to
have been a favourite of Christopher Columbus who discovered
America!
Making good biscuits is quite an art, and history bears testimony
to that. During the 17th and 18th Centuries in Europe, baking
was a carefully controlled profession, managed through a series
of 'guilds' or professional associations. To become a baker, one
had to complete years of apprenticeship - working through the
ranks of apprentice, journeyman, and finally master baker. Not
only this, the amount and quality of biscuits baked were also
carefully monitored.

The English, Scotch and Dutch immigrants originally brought the

first cookies to the United States and they were called teacakes.
They were often flavoured with nothing more than the finest
butter, sometimes with the addition of a few drops of rose water.
Cookies in America were also called by such names as "jumbles",
"plunkets" and "cry babies".

As technology improved during the Industrial Revolution in the

19th century, the price of sugar and flour dropped. Chemical
leavening agents, such as baking soda, became available and a
profusion of cookie recipes occurred. This led to the development
of manufactured cookies.

Interestingly, as time has passed and despite more varieties

becoming available, the essential ingredients of biscuits haven't
changed - like 'soft' wheat flour (which contains less protein than
the flour used to bake bread) sugar, and fats, such as butter and
oil. Today, though they are known by different names the world
over, people agree on one thing - nothing beats the biscuit!
Some interesting facts on the origin of other forms
of biscuits:

The recipe for oval shaped cookies (that are also known as
boudoir biscuits, sponge biscuits, sponge fingers, Naples biscuits
and Savoy biscuits) has changed little in 900 years and dates
back to the house of Savoy in the 11th century France. Peter the
Great of Russia seems to have enjoyed an oval-shaped cookie
called "lady fingers" when visiting Louis XV of France.

The macaroon - a small round cookie with crisp crust and a soft
interior - seems to have originated in an Italian monastery in
1792 during the French Revolution.

SPRING-uhr-lee, have been traditional Christmas cookies in

Austria and Bavaria for centuries. They are made from a simple
egg, flour and sugar dough and are usually rectangular in shape.
These cookies are made with a leavening agent called ammonium
carbonate and baking ammonia.

The inspiration for fortune cookies dates back to the 12th and
13th Centuries, when Chinese soldiers slipped rice paper
messages into moon cakes to help co-ordinate their defence
against Mongolian invaders.
Product Mix
Product mix is a combination of products manufactured or traded by
the same business house to reinforce their presence in the market,
increase market share and increase the turnover for more profitability.
Normally the product mix is within the synergy of other products for a
medium size organization. However large groups of Industries may
have diversified products within core competency.

The Biscuits Industry is huge altogether and further comprises of

various segments and sub-divisions to cater various type of markets
and consumers.
Different Products Of Britannia Company
GLUCOSE BISCUITS
• TIGER
• CHOTA TIGER
• TIGER CHAI BISKOOT
• TIGER ROSEMILK CREAM
• TIGER BRITA ENERGY POPS
• TIGER CHOCLATE CREAM
• TIGER ORANGE CREAM
• TIGER COCONUT ENERGY
• TIGER ELAICHI CREAM
• TIGER KESAR CREAM
• TIGER BANANA

CREAM BISCUITS

• TREAT CHOCO GELO

• TREAT APPLE PUNCH
• TREAT FLAVOURED TANGY ORANGE
• TREAT STRAWBERRY FLAVOURED SURPRISE
• BOURBORN TREAT
• TREAT ELAICHI FON
• TREAT JIM JAM
• TREAT MANGO MISCHIET
• TREAT MASTI ORANGE
• TREAT PINEAPPLE PRANK
• TREAT DELICIOUS DATES

NUTRI CHOICE

• NUTRI CHOICE 5GRAINS

• NUTRI CHOICE DIGESTIVE
• NUTRI CHOICE CREAM CRACKER
• NUTRI CHOICE THIN ARROWROOT
• NUTIR CHOICE SUGAROUT CHOCLATE
• NUTRI CHOICE SUGAROUT LITETIME
• NUTRI CHOICE SUGAR OUT ORANGE CREAM

MARIE BISCUITS

• MARIE GOLD
• VITA MARIE GOLD

MILK BISCUITS

• MILK BIKIS
• MILK BIKIS CREAM

GOOD DAY BISCUITS

• GOOD DAY CHOCONUT
• GOOD DAY BUTTER SCOTCH
• GOOD DAY HONEY & RAISIN
• GOOD DAY CHOCLATE CHIP
• GOOD DAY RICH BUTTER COOKIES
• GOOD DAY RICH CASHEW COOKIES
• GOOD DAY RICH PISTA BADAM

50-50 BISCUITS

 50-50
 50-50 Maska Chaska
 Pepper Chakker

LITTLE HEARTS

• LITTLE HEARTS CLASSIC

PURE MAGIC

• PURE MAGIC
Tiger

Tiger, launched in 1997, became the largest brand in

Britannia's portfolio in the very first year of its launch
and continues to be so till today. Tiger has grown
from strength to strength and the re-invigoration in
June 2005 and more recently, in Apr 2008 has
further helped bolster its growth in the highly
competitive glucose biscuit category.

Tiger is a Glucose biscuit, which comes with the

added goodness of wheat and milk. It is for modern
mothers who play an enabling role for their children
to compete in today's world and thus want the best.
Now Tiger Glucose has been fortified with "Iron Zor"
with an attempt towards addressing the Iron
Deficiency crisis the children of India face.

Over the years, Tiger has become the mass-market

face of Britannia symbolising fun and energy in both
urban and rural India, and transcending glucose
biscuits.

Tiger Coconut : Delicious Coconut Flavoured

Energy Biscuits, launched in 2001
Tiger Creams : Was Introduced in 2002 at just Rs 5
per pack. Tiger Cream is now available in Orange,
Elaichi, Chocolate, Pineapple, Strawberry and
Butterscotch flavours, and promises to bring more
fun and more energy to children across the country.

Chota Tiger : Is an extension of brand Tiger

launched nationally in May, 2007. It is mini sized
poppable glucose biscuit with coloured sugar
sprinkling. It comes in two variants: Milk Sparkies
and Choco Sparkies

Tiger Banana : Britannia is committed to help

secure every child's right to Growth & Development
through good food everyday. Purposefully taking
forward the credo of 'Eat Healthy, Think Better ', we
have launched a new variant under our power brand
TIGER - TIGER BANANA - power packed with
IRON ZOR & and with the delightful taste of
banana.

IRON ZOR helps make mind sharper and body

stronger. A Rs.4 pack has as much IRON ZOR as
that in 1 kg of Banana.

R&D in Britannia has spent considerable time to

develop this nutritious and delightful snack for
children.
Britannia Tiger Banana packed with IRON ZOR
and goodness of Banana is accessible to all, being
available in convenient packs priced at Rs.2, Rs.4
and Rs.10.
TREAT

As a move to consolidate all the individual Cream

Treat offerings under a single umbrella, Britannia
launched Treat in 2002. Treat has a range of tasty
delights for all kids with yummy creamy treasures
within the biscuit shells. The kids have always
relished unraveling the irresistibly delicious creams
hidden inside the biscuit Britannia Treat offers a wide
variety of flavors, such as the Elaichi, the Fruit
Flavored Creams such as Orange, Pineapple, Mango,
and Strawberry, the Jam Filled Centers under the Jim
Jam range, and the Duet Range (biscuits with two
flavours of cream between three layers of biscuit)
comprising Strawberry Vanilla and Duet Strawberry
Chocolate.

Britannia Treat has now launched yet another mouth

watering delight under its umbrella. The delicious
Fruit Rollz take the Treat brand beyond the cream
biscuits and provides yet another lip smacking delight
to its consumers!

Fruit Rollz are soft rolls filled with the goodness of

real fruits, and provide a healthy yet scrumptious
treat to our 'loveable devils' Treat also introduced its
naughty and adorable brand mascot FUNTOOSH
whose primary occupation is mischief! FUNTOOSH is
the guy who will pull off any trick to make sure he
gets to eat his Britannia Treat!

For all you kids who have relished the yummy

treasures of Britannia Treat in exciting flavors, look
out for yet another reason to celebrate!

Britannia Treat launches a new and exciting

combination of chocolate and caramel in a single bar
- TREAT CHOCO GELO. This unique and never before
product is guaranteed to double the masti and
double the fun that you have with Treat.

Treat Choco Gelo has been launched nationally in

August, 2007 and is available at an attractive price of
just Rs.5/-

So go ahead, open this delicious pack, indulge

yourself with Treat Choco Gelo and enjoy Yummy
Chocolate and Gooey Caramel for "Double Masti ka
Double Dose"
Marie Gold

Britannia's oldest brand enjoys a heritage that spans the last 50

years - and going strong. In a market swamped with me-too
products and where even the name 'Marie' has become generic,
Britannia Marie Gold has maintained its stronghold. Today, the
ever-popular Marie Gold is synonymous with the 'Tea Time
Biscuit'. Its taste, crispiness and lightness make it a must for
every tea break. It is the #1 brand in its category by a long shot.
Bourbon

Thick, rich and delicious chocolate packed between two crunchy

chocolate biscuits, topped with sugar crystals - presenting, the
original Bourbon, from the house of Britannia.

India's first and favorite Bourbon's sweet adventure began in

1955. Since then, Bourbon lovers across the country have been
caught opening this chocolate couplet, licking the cream, and
nibbling at the melt-in-your-mouth biscuit, bit by bit. Some have
been witnessed chomping it whole, at one go. Some have been
noted to alternate it with sips of coffee; others team it with lots of
gossip and gupshup, while a few have been observed enjoying it
with a book.
And some have been seen reluctantly sharing their Bourbon.

Whatever the occasion, wherever the hangout, Bourbon makes

for great company. You can grab your very own Nano Pack or a
Pocket Pack. The Hangout Pack is just right for chilling with
friends. Take along a Party Pack for... yes, a party! And the Gift
Pack will surely win you a few brownie points!

So go on, give yourself a happy high with a quick dose of

Britannia Bourbon!
50-50
50-50

With a brand name like 50-50, can the product be anything but
fun? Launched in 1993, 50-50 belongs to the family of crackers
and is considered the "very very tasty tasty" snack.

Britannia 50-50 is the leader in its category with more than one-
third of market share. The versatile and youthful brand constantly
aims to provide a novel and exciting taste experience to the
consumer. As a result, in 2001, the delicious Maska Chaska was
launched as a variant of the original brand and became an instant
success.
The Origin of 'Eat Healthy Think
Better'
Britannia -the 'biscuit' leader with a history-has withstood the
tests of time. Part of the reason for its success has been its ability
to resonate with the changes in consumer needs-needs that have
varied significantly across its 100+ year epoch. With consumer
democracy reaching new levels, the one common thread to
emerge in recent times has been the shift in lifestyles and a
corresponding awareness of health. People are increasingly
becoming conscious of dietary care and its correlation to wellness
and matching the new pace to their lives with improved
nutritional and dietary habits. This new awareness has seen
consumers seeking foods that complement their lifestyles while
offering convenience, variety and economy, over and above
health and nutrition.

Britannia saw the writing on the wall. Its "Swasth Khao Tan Man
Jagao" (Eat Healthy, Think Better) re-position directly addressed
this new trend by promising the new generation a healthy and
nutritious alternative - that was also delightful and tasty.

Thus, the new logo was born, encapsulating the core essence of
Britannia - healthy, nutritious, optimistic - and combining it with a
delightful product range to offer variety and choice to consumers.
DISTRIBUTION NETWORK OF BRITANNIA
BISCUITS

MANUFACTURER
↓
C & AGENTS
↓
SUPER STOCKISTS
↓
STOCKISTS
↓
RETAILERS
Growth and profitability
The company is a growing and profitable one. Between 1998 and 2001,
the company's sales grew at a compound annual rate of 16 per cent
against the market, and operating profits reached 18 per cent. More
recently, the company has been growing at 27 per cent a year, compared
to the industry's growth rate of 20 per cent. At present, 90 per cent of
Britannia’s annual revenue of Rs2,200 crore comes from biscuits.
Marketing Strategy
Britannia is planning to increase the proportion of high end
products and enhance newer attractive packaging formats for High end
products. Beside this last year its sale through modern trade format
grew by 100 % and BIL is trying to enhance display for products in
modern trade outlet.

As stated earlier Britannia is playing aggressively in the ‘Out Of

Home’ Consumption market, which has enormous potential and with
acquisition strategic share of “Daily Bread” BIL is now holding brand
‘Deluca’ in India.

Britannia’s Exports are very low it was just 0.50% and 0.62% of
total turnover in 2004-05 and 2005-06 respectively but last year its
export turnover grew by 56% year-on-year basis and we estimate its
export turnover will contribute at least 1.5-2% of total turnover in next
two to three years with the help of ‘Danone’. BIL also wants to diversify
into other areas of foods from biscuits and cakes and to become
complete food company. We believe Britannia’s innings in these new
frontiers help to grow fast.
MARKET SHARE
BIL is the leading player in Bakery Products (Biscuits, Bread, Rusk
and Cake), jointly promoted by French food major Danone and Nusli
Wadia. It enjoys market leader ship in Biscuits with 38 % market share
in terms of value. It owns key brands like Tiger, Good Day and Marie
Gold.
There are six brands contributing to 90% of its sales. Each of these
brands generate sales exceeding Rs.1 billion and these brands include
Good Day, Tiger, 50:50,Treat, Milk Bikis, and Marie Gold.
Up- Coming new Products
NutriChoice 5 Grain

Most consumers believe that to in order to stay healthy one

needs to make certain compromises on some good things in
life. Whether it is missing that extra hour of sleep over early
morning exercise, or eating unappetizing foods over that
extra oil-dripping samosa. At the same time most of us
agree that good nutrition cannot come from one kind of food
alone, but from a healthy combination / assortment of
several healthy ingredients put together. Britannia
NutriChoice 5 Grain Biscuits are a perfect answer to those
looking for healthy eating options without as much making a
compromise on taste, or convenience, or health.

Because Britannia NutriChoice 5 Grain biscuits are made

from 5 carefully chosen healthy cereals (Oats that help
reduce bad cholesterol, Corn which promotes heart health,
Ragi a good source of both Calcium as well as Fibre, Rice
low in fat, and Wheat that provides wholesome energy).
These biscuits are delicately sweetened with natural honey,
and come in a unique large oval shape. It is this large size
and the healthy combination of the ingredients, that make it
an ideal hunger buster for those in-between meals time
hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several

small single serve pocket meals packs, so that one is never
far away from pacifying hunger on the move. So whenever
you miss your breakfast, or succumb to those unhealthy
evening snacks, you can relish the goodness of health with
Britannia NutriChoice 5 Grain biscuits.

Tiger Banana

Britannia is committed to help secure every child's right to

Growth & Development through good food everyday.
Purposefully taking forward the credo of 'Eat Healthy, Think
Better ', we have launched a new variant under our power
brand TIGER - TIGER BANANA - power packed with IRON
ZOR & and with the delightful taste of banana.

IRON ZOR helps make mind sharper and body stronger. A

Rs.4 pack has as much IRON ZOR as that in 1 kg of
Banana.
R&D in Britannia has spent considerable time to develop this
nutritious and delightful snack for children.

Britannia Tiger Banana packed with IRON ZOR and

goodness of Banana is accessible to all, being available in
convenient packs priced at Rs.2, Rs.4 and Rs.10.

NutriChoice SugarOut

Sounds like yesterday when people commented that healthy

foods meant "compromising on the taste." NutriChoice
SugarOut is the most novel product range to have been
introduced in the market. The product is not just sweet but
tastes great, and yet contains no added sugar.

This is because NutriChoice SugarOut is sweetened with

"Sucralose," derived from sugar, which provides the same
sweetness as any other biscuit, without the added calories of
sugar.
This range is available in 3 delicious variants namely
Litetime, Chocolate cream, and Orange cream,
targeted towards all health sensitive people. It is also
relevant for consumers with sugar related ailments.

We are sure that you will be pleasantly delighted with its

great taste and equally surprised to know that it has no
added sugar.

Don't be taken for a ride when you read "Sugar Free" label
on many biscuit packs marketed in India or abroad. Even
with 100% no-added sugar, wheat-cereals in biscuits have
their own natural sugar content. Britannia has chosen to
represent these biscuits with "No Added Sugar" claim, as
there is no added sugar in the processing of NutriChoice
SugarOut.

NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in

our daily life towards healthy and active living. 24/7 we are
engrossed in our busy schedules; skipping meals, missing
walks, along with inadequate sleep and frequently eating-
out, all take a heavy toll on our health.

At least with the new and improved NutriChoice Digestive

Biscuit, we have one less thing to worry about. Made with
50% whole-wheat and packed with added fibre (10% of our
daily dietary needs), these delightfully tasty biscuits are
amongst your healthiest bites of the day.

In your next visit to a shop just look out for its Golden-green
international carton pack.

Try one and you'll know that you've made one smart choice
- NutriChoice.

Treat Fruit Rollz

All kids who have relished the yummy creamy treasures of

Britannia Treat in exciting flavors, have yet another reason
to celebrate! Britannia Treat launches the amazingly yummy
Treat Fruit Rollz!! These tasty soft rolls are filled with real
fruits and provide a healthy yet mouth-watering treat to the
kids. Fruit Rollz comes in four masti fruit flavours - Juicy
Apple, Strawberry Surprise, Tangy Orange and Delicious
Dates!
Want to know a little secret? They make the best tiffin
treats! So during snack time what better than to munch on
the delicious and healthy Fruit Rollz and discover the yummy
fruit flavor from within the shells. Keeping up with
Britannia's platform of 'taste bhi, health bhi', Fruit Rollz is
indeed a yummy snacking option for kids, while keeping the
Moms assured about the goodness provided by the fruit
filling.

So go on and treat yourself to the lip-smacking snack!

New Britannia Milk Bikis

Milk Bikis, the favourite growth partner of Kids, now brings

greater value and delight to all with its new product and
pack design. Recently re-launched in its existing Southern &
Eastern markets, and extended across India, the new Milk
Bikis is all set to add excitement and appeal to ‘nutritious’
food. Whoever said that ‘good food’ needs to look ‘dull and
boring’, will just have to take a look at Milk Bikis.
With a unique and attractive honeycomb design and an
enhanced product experience, the new biscuit prompts the
‘Kid’s will love it’ reaction amongst mothers. The milk
goodness in the recipe is now enhanced with SMART
NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid
mental and physical development in growing kids. The
premium packaging, besides appealing to kids, also ensures
that the biscuits remain fresh and crisp.
So, whether its breakfast time or snack time at school, rest
assured that kids will look forward to munching these
crunchy, milky biscuits which even helps in their
development
Research Methodology
Objective of the proposed study
To study the biscuit market in India (industry analysis)

To study the consumption pattern of consumers (Age wise consumption pattern)

To study the buying behavior of consumers keeping in mind the various attributes
of the product.

Enumerate the product mix of Britannia and its consumption with competitive
brands on aspects like

Price

Taste

Crispness

Size

Freshness

Color

Flavor

To study the dealers perception of the brand (Britannia) and others prospects of
supply chain, packaging of the product,

segmentation etc.

Consumer Study

DATA COLLECTION

1. Data collection through personality administrated structured Questionnaires.

2. Sampling Decisions
TARGET RESPONDENTS

End Consumer : User and Non User

Age Sex: M/F

(17 – 22)

(22 – 30)

(30 & above)

Income

SAMPLING PROCEDURE :

For Consumer Survey - Quota Sampling is done.

For biscuits - Setting Age as Criteria for assigning Quotas.

Retailer Survey - Convenient sampling is done.

SAMPLING PROCEDURE

CALCULATION OF THE SAMPLE SIZE BY THE HELP OF THE PILOT SURVEY FOR
BRITANNIA

BISCUITS.

Samples size of the pilot survey: 30

Formula used;

E =√ (p * q)/ n

Substituting the values,

E = √ (26 * 4) / 30

E=1.86

N = {(p × q) [(Z) /(E)] }

Here Z = 1.96 for 95% confidence level.

Substituting the values, we get

N= 109.4779 Or 110

Therefore, the sample size for the final survey is 110

Industry analysis

Results of the survey of various class of respondent conducted by us shows that

the biscuit market industry in the urban

sector of India is broadly classified into 4 major categories. Responses indicate

that Britannia covers the maximum portion

of the Pie chart indicating its market share to be 38 percent.

Parle G the second largest share holder with 31 percentages is catering to

diverse

palettes of rural as well as urban India.

ITC,s Sunfeast trails the share tally with a market share of 21 percent.

Others category constitutes Biscuit industries that have very small percentage of
market share .Industries like Priya Gold ,

Duke , Anmol etc comprise of only 10 percent of the urban market.

 CONCLUSION

 The perception of consumers indicates that Britannia is the un-

doubtful leader of biscuit product in the urban part of India.

 With its market share of 38 percent as compared to 31 percent by

its competitive brand Parle, the company has targeted all
segments of the industry considering price, age and taste as
primary parameters of segmentation.

 Britannia no-doubt as topped the sales static among its

competitors , its visibility stats proof its effective advertising
strategies and individual focus on segmentation.

 Companies aggressive marketing strategies indicates its

seriousness towards advertising and brand promotions.
 REFERENCES
 Equitymaster (2009). Britannia: All set to 'milk' the market
[WWW]
http://www.equitymaster.com/Detail.asp?story=2&date=9/1/2
001 .

 Britannia (2009) . History of Biscuits[WWW]

http://www.britannia.co.in/history.htm .

 Mediar (2009). Strategic marketing communications, branding,

and advertising[WWW] http://www.mediar.com/ .