Indian based company established in 1892, with an
investment of Rs. 295 in Kolkata.
Principle activity in the manufacture of biscuit , bread , rusk
and dairy products.
1999: "Britannia Khao World Cup Jao" - a major success!
Profit up by 37%More than 3300000 distribution outlets.
2001:BIL ranked one of India's biggest brands.
2005:Re-birth of Tiger - 'Swasth Khao , Tiger Ban Jao'
becomes the popular chant!
Received the Most Respected Company Award 2011 from
Overseas presence in Dubai, Oman and NewZealand.
Positioned on Taste and Health platform.
• Extensive distribution network
• Providing a wide range of biscuits
• Innovative Advertisements
• Dependence on stores & retailers
• Low penetration in rural areas.
• Not an extensive overseas market.
• Increasing demand for diet, sugar free biscuit
• Retaining loyal retailers and wholesalers
• Targeting interior area of India
• Local bakery products, Imitations
• New entrants – eg:cadbury Oreo, sunfeast dark
• Margin war among the major brands
Porter’s 5 Forces Model
Bargaining power of
Wheat, Sugar, other
High end Biscuit
Snacks, Breads, Pack
age Snacks, Bakery
Parle-G, Sunfeast, Local
Snacks- Road side chat
shops, Haldiram‟s Rs 10
Patties, Local Bakery
Other low price
biscuits, same cost
STP of Britannia
It is mass production, mass distribution and
mass promotion of Tiger, Good Day for all
Consumed by people staying in urban, semi
urban and rural areas.
Britannia as a whole inculcates „Selective
Market Specialization‟ strategy.
P1 – Good Day
P2 – Pure Magic, Digestive
P3 –Tiger,50-50,Milk Treat
M1 – High income
M2 – Mid income
M3 – Low income
TARGETING AND POSITIONING
TARGETED ON KIDS
POSITIONING IS DONE FOR MODERN MOTHER
TARGETED ON YOUTH
POSITIONING IS TO BE A SNACKS
TARGET ALL AGE GROUPS
POSITIONING IS AS EVERYDAY BISCUITS WHICH
BRING HAPPINESS IN EVERYONES LIVES
TARGETING HEALTH CONSCIOUS PEOPLE AND
ESPEACIALLY WORKING WOMEN
POSITIONING AS A TEA TIME BISCUITS WITH
• Large variety and range of biscuits
• Most intensive distribution coverage
• Britannia has an image that generates fun along
with a belief of good quality.
• Plays perfectly around it‟s tag line “Eat
healthy, Think better”
• Britannia Nutrition Foundation-
“To secure Every Child‟s Right to Growth and
Development through Right 2 Nutrition”.
Boston Consulting Group (BCG) Matrix is a four
celled matrix (a 2 * 2 matrix) developed by BCG, USA.
The horizontal axis represents relative market share
and the vertical axis represents market growth rate.
•Different sizes and shapes
•Good for health, tasty, attractive packaging
•Good quality and in a number of variants.
•Brand image of fun, taste and health.
•Market- penetration pricing for products like
•Product quality leadership for products like
Good day and Treat.
• Special event pricing in festive season.
•Advertisement- Television, newspaper, magazines
•Sales promotion-Small pack of 50-50 with Good
day, free gift pack in festive season, rural marketing
•Been a sponsor for many cricketers on Bats.
•Events-Britannia Khao World Cup Jao in 1999,
•Lagaan match in 2001
•Interactive web site
•All products can be found in all the places .
•Available in small stores to big retail outlets.
•Also, they are targeting college canteens as sole
contractors for the supply of biscuits and other
Retailer Survey Analysis
Type/age of consumers purchase Britannia
Low to middle income group. (>30 years).
Shelf space given to Britannia
Maximum compared to other competitors.
Major competitors of Britannia
Parle-G, Sunfeast cream biscuits, Priyagold
Supply chain & packaging observed
Very efficient supply chain along with good packaging as compared to its
Flaws in Britannia brand/biscuit from retailer‟s view:
Less schemes in bigger packs for better sales.
Distribution N/W Good Profit Margin Discounts Variety
Consumer Survey Analysis
Tiger Bourbon Marie Gold Good Day Others(Little
Reason for Buying
Associate with various Government initiatives as mid day
meals, Sarva Shiksha Abhiyaan, National rural Health missions.
Bring promotional schemes like free extra grams
Give more margin to retailers and wholesalers
Break the monotony. Introduce new flavours
Open dedicated Britannia stores/outlets.