Britannia industry ltd
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Britannia started in 1982 in Kolkata with an initial investment of Rs. 295. It has since grown to offer a wide range of bakery products across India and internationally. Britannia utilizes various marketing strategies like market segmentation based on age, income, and occasion. They target different products to different segments and position their major brands like Tiger, Good Day, and Marie Gold for kids, daily eating, and health respectively. Britannia focuses on quality, relationships, and monitoring competitors to achieve success.
Britannia industry ltd
- 1. Present by:
- 2. Introduction to Britannia Ltd Tracing Britannia's Growth Products Offered By Britannia Marketing Strategies Of Britannia Marketing Mix of Britannia SWOT Analysis Questions
- 3. The story of India’s favorite brands reads almost like a fairy tale. Once upon a time in 1982 to be précised, a biscuit company was started in a nondescript house in Calcutta with initial investment of Rs 295. The company we all know as Britannia company today. Britannia is the company which is based on Biscuit product and its product is available over the India and some part of the world. It’s new brand and Slogan is:
- 4. 1982 The Britannia established with an investment of Rs 295 in Calcutta 1910: Operation Mechanized 1921: Operations Mechanized 1921: Imported machinery introduced and becomes the first company of the Suez cannel to use gas ovens 1975: Takes over biscuit distribution from Parry’s 1978: It’s Indian shareholding crossed 60 % 1979: The company re-christened BIL ltd. 1983: Sales cross Rs 1 Billion for the first time 1989: Executive office is relocated to Bangalore 1992: Celebrates its platinum Jabilee The Wadia Group acquires stake in ABIL UK and become equal partner with Group DANONE in BIL 1994: Volumes cross 100000
- 5. 1. Portfolio of Bakery Product: a) Britannia Milk Bikes' product that has long been in the company's portfolio ,was re-launched .It is said to have a honeycomb design and claims that it will provoke a “kids will love it "reaction among mothers, b) Good Day Britannia Good Day was launched in 1986 in two varieties 1- Good Day Cashew 2-Good Day Butter This was followed by the launch of the following varieties 1-Good Day Pista Badam in 1989 2-Good Day Choco chips in 2000 3-Good Day Choco nut in 2004
- 6. 3) Britannia Tiger : Britannia Tiger glucose was launched in 1997 it reportedly became the largest brand in Britannia ,s portfolio in the very fast year of its launch ,and the product retains its position even today. The range has been extended across several variants over the years. a) Tiger Banana: To take forward the proposition of “Eat Healthy ,Think Better” launched this. Price Rs.2,4 and 10 b) Tiger Coconut: Launched in 2001
- 7. c) Tiger Creams :Introduced in 2002 at the price point of Rs.5 now it is available in the following flavors Orange Elaichi Chocolate Pineapple Strawberry Butterscotch d) Chota Tiger: Launched in May 2007 ;the mini-sized biscuit has a sprinkling of colored sugar and is available in two variants a) Milk Sparkies b) Choco Sparkies
- 8. 4)NutriChoice Sugar Out: Britannia states that the product NutriChoice Sugar Out is sweetened with sucralose that provides the same sweetness as any other biscuit Lifetime Chocolate Cream Change cream 5) NutriChoice Digestive Biscuit: Made with 50% whole wheat and packed with added fibre . 6) Treat Fruit Rollz: A product for young children Apple Strawberry Orange Dates
- 9. 7) NutriChoice 5 Grain: Were appointed as a perfect answer to those looking for healthy eating options. The product was made from 5 cereals: Oats Corn Ragi Wheat Low fat rice 8) NutriChoice Health Starter Kit: In 2010 Britannia a special pack called (N.H.S.K) for Rs.100 NutriChoice Hi-Fiber Digestive NutriChoice 5Grain NutriChoice Nature Spice Cracker
- 10. 9)Britannia 50-50: Launched in 1993 ,this cracker's was advertised with the tagline “Very Very Tasty Tasty” 10) Bourbon: Originally was launched way back in 1955. 11) Britannia Marie: A long extant brand ,Britannia Marie Gold has maintained its place in the face of increasing competitive over the years. 12) Britannia Little Hearts: Launched in 1993,the Heart shaped sugary biscuit was targeted at youth segment .
- 11. 1) Britannia Cakes :Britannia Veg cakes are positioned on the health –cum –taste platform 2) Britannia's Daily-based Offerings: Britannia claims to offer the largest range of cheese in India. 3) Britannia Milkman Cheese: The product is mainly made from cow's milk and it is various : Blocks Cubes Spreads Slices Pizza Cheese
- 12. As the companies cannot go to all sectors and all customers with different needs and demands of customers . It is very important for any company to identify various market segmentation. The segmentation of Britannia is analyzed as follow: Looking at the Age, Gender, Family size, income and occupation of various people. Britannia also have segmented there market like: Depending on Age :- Britannia’s Fruit Rolls is designed for the children. Good day, Cream Creaker, Marry are basically for the more matured people. Little Hearts are designed for the younger generation people. Income:- Good Day, Milk Cream is basically for the people little bit of higher income level. Britannia Marie, Suji tost are basically designed for the who belongs to a lower level income group. Different products with packages' of Rs 5,10 are also made keeping the income status of people
- 13. Some people’s behavior changes with their psychology and mood also. Keeping this into consideration Britannia also has segmented this market, Benefits:- A Tea time we want also some snacks. Keeping this into consideration Britannia has specified products like Cream Creaker, Suji tost. User Status:- People in dating or love often prefers for some time pass with some food. Britannia’S Salted Time Pass and Little Hearts are the perfect solution for it. The little Hearts Biscuit are extremely dedicated for the people in love as these biscuit are very little size shape , like heart and perfectly red color. Usage rate: Britannia has also segmented their market depending on the customer usage rate. Marei Gold is a product which is for high usage rate of customers.
- 14. Niche segmentation includes: Britannia Tiger:-With low price and small packs of this product. Britannia target those people who are in lower income group, with this product it captured huge proportion of rural market of India. Britannia 50-50:-With a higher price than Tiger, it target the people who are liked to eat snacks with tea. Britannia Marie Gold:-With a bigger packaging size, it target for the families who are having more number of people. Britannia’s Good Day:-With medium packaging size and it target the people of higher income level who wishes to buy biscuit not always for food requirement but for luxuriousness . Treat Fruit Roll:- It target the children and uses a concept of celebration. As at the time of celebration among the children biscuit is an important issue.
- 15. TIGER: Targeted on Kids Positioning is done for modern mother LITTLE HEARTS: Targeted on Youths Positioning is to be a snack GOOD DAY: Target all age groups Positioning is as every day biscuit which bring happiness in every once lives MARIE GOLD: Targeting Health conscious people and especially worker women Positioning as a Tea time biscuit with proteins
- 16. Generally all customers concerned about quality of product rather than the price of the product. People first looking for the quality . In this regarding Britannia always maintained much more important over there products quality. That is why they are among the very successful brands today. Nowadays a good relation with the customer is very important for organization. Sales are totally depending on the relation with the customers. Customers retention is also major aspect for growing business. It means keep the old customers and try to make new customers, Britannia’s relationship management is very strong . It is one of major success of selling of their product continuously.
- 17. Every Organization should be careful about the competitors steps. Because the can disturb the growing sales process of the organization. Continuously watching over competitors strategies and development help Britannia Industry a lot. Companies want to increase there sales by pursuing market beyond borders. When they enter to the other countries they must follow rules and regulations of that particulate country. For Britannia different variation in their product depends over various locations and economic status of the people is being very much helpful for the economy. Under the market strategy promotional idea is very important. Organization provides some more schemes for the rebates to retailer or customer. They make advertisement according to convenient of the people and the feature of the product. Sometime Britannia comers to market with offering and off course with cost benefits to the customers. Giving discounts over bulk purchases also comes under this strategy
- 18. Consumable goods Different Sizes and Shapes Good for health, tasty, attractive packing Good quality and in a number of Variants Brand image of fun, Taste and Health Market-penetration pricing for product like Tiger Product quality leadership for products like Good Day and Treat Special event pricing and festive season
- 19. Advertisement- Television, Newspaper, Magazines Sales Promotion-small pack of 50-50 with Good day , free gift pack in festive season, rural marketing fair . Being a sponsor for many cricketers on Bats Events- Britannia Khao World Cup Jao in 1999 Lagaan Match in 2001 Interactive website Factory Branches at Kolkata, Delhi, Chennai, Mumbai, Uttrakhand , Bihar and Orissa. All products can be found in all the places Available in small stores to big retail outlets Also, the are targeting college canteen as sole contractors for the supply of biscuits and other products
- 20. Fulfill one of the basic requirement among air, Water, Shelter and food. Provide good instant Remedy for hunger in the form of ready mood food Widely accepted in all generation Easily available in various form Extensive distribution network Providing a wide range of biscuits Innovative advertisements Dependence on stores & retailers Low penetration in rural area Not and extensive overseas market Industry and technology required high investment
- 21. Increasing demands for diet, sugar free biscuit Retaining loyal retailers and wholesalers Targeting interior area of India Generate employment opportunity Good quality of goods Provide competition to foreign companies Provide goods to nation at cheap price Local bakery products, imitations New entrains- e.g.: Cadbury, Orea, Sunfeast …etc Margin war among the major brands Many companies are goal oriented Increase in pollution Lack of technology