MARKETING STRATEGY OF BRITANNIA INDUSTRIES LIMITED

SUBMITTED BY-

ANKIT KUMAR MEENAKSHI NITISH KUMAR SWAPNIL

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BRITANNIA
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

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Graphic
The M arketing M ix

Organizer

The Marketing Concept

Marketing Research

Marketing Segm entation

Product

Price

Place

Promotion

Consum ers

C hapter 2

n Basic M arketing C oncepts

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PRODUCTS OF BRITANNIA

The Products of Britannia are Nutrichoice 5 Grain Biscuits. Tiger Banana. Nutrichoice Sugar out.
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PRODUCT
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Britannias 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
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PRODUCT LINE DESIGN

WIDTH DEPTH BISCUIT CREAM TREAT, MARIE GOLD, GOOD DAY, 5050 BREAD DIARY PREMIUM CHEESE, BREAD BUTTER, MILK CAKES/ RUSKS CUP CAKES

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PRICE
The Pricing Strategies of Britannia are Market Penetration, Pricing for the products like TIGER
Product

Quality Leadership for products like GOOD DAY and TREAT. Pricing in festive

Special-Event

seasons.

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PLACE
Britannia

uses the both i.e., Pull Strategy as well as Push Strategy to persuade the demand. company follows the Intensive Distribution Strategy.

The

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PROMOTION
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Britannia promotes itself throughADVERTISEMENT- 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

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POSITIONING
It

is the premium biscuits segment. Eat Healthy, Think Better ,Britannia positions itself as a healthy nutritious alternative. Day ads with Iska Toh Ho Gaya Re Good Day it has tried to position as the brand preserves to infuse clear hearten.

With

Good

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PLACING

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SEGMENTATION
AGE

GROUP- Different products for different age groups. For exTiger and Treat for kids, Little Hearts for youth and Good day for elder ones. SNACKING SEGMENT- For those individuals which are on the go, the company introduced small packs. Britannias Shubh Kammanayein is for special occasion like festivals.
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NICHE

OCCASSIONS-

MARKET TARGETING

Full market coverage

Britannia follows full market coverage pattern of target market selection. has differentiated marketing pattern i.e., it operates in several market segments and design different products for each.

It

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COMPETITORS & FOLLOWERS

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
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SWOT ANALYSIS

STRENGTHS:-

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

Favorable Market Condition. Major Brand Names. Loyalty towards the product. Variety of product. Affordable prices. Niche products. Demand in urban and premium segment.

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 4/17/12

THANK YOU

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? S N IO ST E U Q ?
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