Britannia

Britannia- 4 Ps, Segmentation, Targeting, Positioning

1. BRITANNIA BY: RITU KARN 1PT12MBA73

2. COMPANY PROFILE Founded : 1892 Headquarters: K olkata, West Bengal Key People: Nusli Wadia (Chairman) , Vinita Bali(MD) In 1979: Britannia biscuit company was rechristened as Britannia Industries Limited (BIL) Industry Sector: FMCG Revenue : INR 6136 Cr Forbes Global rated Britannia “One amongst the Top 200 Small Companies of the World ”. One of the India’s biggest food brand

3. Contd … The Economic Times pegged Britannia India’s 2nd most Trusted Brand. In Indian biscuits market, highest selling in terms of value, followed by Parle and ITC. Company’s New Slogan: Zindagi Mein life Leader in the cookies segment

4. LOGO Red color : denotes energy and vitality White color : denotes purity Green color : stands for nutrition and freshness

5. VISION AND MISSION Dominate the food and beverage market in India with a distinctive range of “Tasty Yet Healthy” Britannia brands. Every third person, in India, should be a Britannia consumer

6. COMPETITORS Parle Sunfeast Priyagold Amul Bisk farm

7. PRODUCTS Britannia’s products come under non-durable goods. The products come in different sizes as well as shapes. The product features are: good for health. are tasty. available in attractive packaging good quality available in number of variants.

8. PRODUCT LINE Biscuits - Marie Gold, Milk Bikis 50-50, etc Bread - Honey and oats bread, Multi Grain bread, Rusks , etc Cakes - Chunk cake cherry, Cup cake vanilla, Barcake Milk, etc Dairy Products - Milk, cheese, Butter etc.

9. BISCUIT PRODUCTS’ VARIANTS MARIEGOLD Vita marie honey oats Vita marie gold COOKIES Butter Elaichiz Fruit Dhamaka TIGER Glucose Crunch Cream 50-50 Italiano Pizza Swiss cheese & Chilly Chinese Hot & Sweet  Maska chaska GOOD DAY Cashew Butter Rich Butter Rich cashew Honey And raisin Butter scotch Choconut Chocolate Chips BOURBON Bourbon Cappuccino Party pack Hangout pack Pocket pack Gift pack Nano pack NUTRI CHOICE Arrowroot Crackers 5 grain N utribix Hi-Fibre Digestive N utribix Ragi Oats Multigrtain Roasty Multigrain thins TIME PASS Salted Nimkee Loafer lemon Tapori Tomato Mindless masala TREAT Mango Pineapple Strawberry Orange Jim jam Treat-O- Vanilla MILK BIKIS Almond cookies Milk cream

10. DAIRY PRODUCT VARIANTS Butter Milk Dahi Masala chass Gourmet Tigerzor badam milk Dairy Whitener Ghee Actimind Cheese

11. BREAD PRODUCT VARIANTS Vitamin enriched bread Honey and oats bread Multi Grain bread Multi fibre bread Rusks 100% whole wheat bread Suji toast Nutri soft premium sandwich

12. CAKE VARIANTS Veg Cake Chunk cake pineapple Chunk cake fruit Chunk cake berry Chunk cake cherry Cup cake vanilla Cup cake cherry Cup cake cashew Cup cake orange Barcake milk Barcake Butter sponge Barcake pineapple Barcake chocolate Barcake orange

13. PRICE The pricing strategies of Britannia are: Market-Penetration based low cost pricing for the products like tiger biscuits Product-Quality Leadership for products like Good Day and Treat. Special-Event Pricing in festive seasons.

14. PLACE Britannia uses the both i.e. pull strategy as well as push strategy to persuade the demand. Intensive distribution strategy. Consumer Distribution Channel MANUFACTURER North Region South Region East Region West Region Dealer Whole seller Retailer Consumer

15. PROMOTION Advertisements Television, newspaper , magazines, radio, etc. Sales Promotion Small pack of 50-50 withGood Day, free gift pack in festive seasons,rural marketing fair, etc. Events Britannia Khao World Cup Jao in 1999, The Lagaan Match in 2001, etc. Interactive web site.

16. SEGMENTATION AGE GROUP : Different products for different age groups. For example: Tiger & treat for kids, Little hearts for youths, Good day for elder ones OCCASSIONS : Britannia’s shubh kaamnayein is for special occassions like festivals such as diwali BENEFITS : products like britannia tiger, milk bikis,nutri choice are healthy and nutritious.

17. TARGETING Rural and Urban Coverage through strong distribution channels Targets all age-groups through a variety of products ie age-wise segmented marketing 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.

18. POSITIONING PRODUCT CATEGORY POSITIONING : Britannia is the market leader in cookies segment. USE POSITIONING : Nutri Choice product variants for diabetic people BENEFIT POSITIONING: With eat healthy, think better, Britannia positions itself as a healthy and nutritious alternative.

19. SLOGANS Britannia marigold - Tea time mein ji utho Britannia cookies – tan ko lage man ko chuye Tiger – roz badho Good day – iska th ho gaya re good day 50-50 – very very tasty tasty Treat – creamy ice-creamy treat Milk Bikis – doodh badam ghul mil jaye , cookie ban ke jaadoo jagaye Nutri Choice – kuch healthy khao Time pass – aur kuch kyu karein Little hearts – direct dil se, dil sabka actually sweet hai Shubhkamnayein – Baatiye khushiyan is diwali Bread - bread nahi ye hai super bread

20. THANK YOU !