Company Overview

Britannia started 123 years ago in a small house in central Calcutta (Kolkata), a fearless baker
made a batch of delicious golden-brown biscuits for the officers of the British Raj and their
families, people used to unusually high standards of English tea time snacking. From the
paeans of ecstasy for that first batch of aromatic, flavour-some biscuits was born a long
tradition of delectable baking - and its Indian custodian, Britannia.

For the last 125 years Britannia has been serving the Indian consumers with a wide range of
products but we in this report would focus on the Britannia biscuits. Britannia takes pride in
its food making traditions and innovations alike. Quality is never compromised in Britannia,
they demand the best of the natural ingredients and packaging or their products without fail.
Britannia strives to deliver a complete sensory experience, in every product each time.

Today Britannia is a leading food company with a revenue of 8500 Cr, delivering products in
over 5 categories through 4.2 million retail outlets. Britannia’s customer base is over half the
Indian population which is a mammoth number by any standards. The main emphasis is on
healthy, fresh and delicious food Britannia is the first Zero Trans-Fat Company in India. 50%
of their product portfolio is enriched with micro-nutrients. The products are also delivered
through the Britannia Nutrition Foundation to combat malnutrition among underprivileged
children.

Britannia’s relentless focus on quality and freshness has won them prestigious awards
including the Golden Peacock National Quality Award and the Ramakrishna Bajaj National
Quality Award. However, the award that they cherish the most is perhaps the one given to
them by their consumers.

Britannia is the leader in the biscuits market in India it enjoyed around 40% market share in
2015-2016. It is the leader in the cookie segment with its flagship product Gooday. Britannia
caters to the needs and wants of both Urban and Rural region and also people from various
demographics with a wide range of products.
Consumer Behaviour for product category

Successful marketing campaigns are those that connect with the consumers, this is possible
only by adopting a holistic marketing orientation and understanding the consumers mindset,
needs and wants at a very deep level. Marketers should note the changes in the needs and
wants of the consumer at all times with questions such as

 Who buys?
 How do they buy?
 Where do they buy?

Factors affecting Consumer Buying behaviour are:

Cultural Factors

India is a tea and coffee obsessed nation and nothing compliments tea and coffee mare than
biscuits. In both the rural and urban regions biscuits remain the first choice of snacks with tea
and coffee. Britannia has tried to tap into all type of consumers starting from young mothers
with products like Tiger Biscuits and its variants to premium segment Gooday cookies and
also to chocolate lovers with Bourbon. With the increasing exposure of children to social
media and media in general the brand awareness of the young generation is at an all time high
Britannia has recognized this and they are running advertisement campaigns targeting
directly the children not their young mothers.
Social Factors

Britannia offers biscuits in various varieties; the superfluity of options brings in social
influence and personal choice as an vital factor for consumer behaviour.

The consumer behaviour changes with the demography, geography and along with
consumer’s lifestyle practices. Children would may be prefer cream and taste oriented
biscuits, the young generation would prefer conceding on taste for healthier options like
Nutrichoice or Oat meal biscuits and finally the older age group people would perhaps prefer
more conventional flavours like elaichi, kaju, butter etc.

The stress of eating healthy and eating right is very evident in the youth of India especially
the Urban youth and this is true for every edible food or goods. This shows that us the effects
that social groups and peer groups have on the consumer’s consumption habits which is
especially true for the younger generation who are constantly in touch with their peer and
friends group. This shift towards healthy eating is so dramatic that nutrient contents have
become a pre-watch before buying any item form stores. The healthy biscuit options that
Britannia offers to its consumers are Nutrichoice, Oat Meal biscuits in various flavours.

Personal factors
35

30

25

20

Personal factors
15

10

0
Child Parent Grand Parent Friends Occasions

Psychographic factors

• Motivation: Hunger, social needs

• Perception: Taste , Flavour

 • Learning Beliefs: Based on previous experiences of taste and value for money

• Memory: Britannia is one of the biggest and oldest names in the biscuit market and
with its large portfolio it is hard to miss

The market today is extremely competitive with Big brands offering similar value to the
consumers. So, factors such as taste, extra offering, packaging, and advertisement become
key in creating an attitude towards a particular biscuit irrespective of brand. Britannia through
its advertisement like 50-50, good day, little hearts, tiger (Salman khan ad) has aided in
creating a psychological factor in consumer behaviour.

Satisfaction level of cunsumers

9%
13%

High satisfaction
Satisfaction
30%
Normal
Dissatisfaction

48%