4. BRITANNIA
•Company- Britannia Industries
•Category- Food products
•Tagline/ Slogan- “Zindagi Mein Life”
•USP- India’s very own bakery and dairy products brand
that is trusted for its quality
•The company was established in 1892, with an
investment of Rs. 295.
•Britannia has an estimated 38% market share.
•The current revenue of Britannia is 4670 crore
whereas the profits are at 134 crore.
•90% of Britannia’s annual revenue of Rs2,200 crore
comes from biscuits.
8. PRODUCT DEPTH
GOOD DAY
BUTTER
100gms
200gms(family pack)
CASHEW
100gms
200gms(family pack)
CHOCOCHIP
100gms
200gms(family pack)
PISTA BADAM
100gms
200gms(family pack)
PRIC
E
Bourbon
Marie gold (160 gms)
(337 gms)
15
28
BOURBON
Nano pack
Pocket pack
Vita marie (278 gms)
(140 gms)
28
15
Hangout pack
Party pack
Gift pack
Nutrichoice thin
arrowroot biscuits (166
gms)
15
CAPPUCHINNO
50 gms
100 gms
PRICE MARIE GOLD
10
18
12
20
18
12
20
Nutrichoice hi-fibre
digestive biscuits75gm
100gm
12
20
pric
e
5
12
15
22
19
9. Good Day
“Iska Toh Ho Gaya Re Good Day”
•Biscuits contributes 80% of total turnover
•Good Day was launched in the year 1986 with two
variants- cashew and butter
•After two decades of magnificent success it was time to
give the nation yet another reason to relish good day by
introducing more variants such as Pista Badam,
chocochip, choconut.
•Fastest growing brands in the Britannia porfolio.
•USP- Healthy biscuits with cashew and butter.
10. Marie Gold
“tea time mein jaan daal de”
• Britannia's oldest brand enjoys a heritage that
spans over 50 years.
• Balanced taste , crispiness, lightness along
with added minerals and vitamins
• The USP of Marie gold is that it is a “healthy
tea time biscuit”
11. Bourbon-The original
“Indulge your dark side”
• Britannia is the first to come up with the idea
of bourbon
• Bourbon with its thick delicious chocolate,
packed between two crunchy chocolate
biscuits topped with sugar crystals is enjoyed
by all age group.
• The USP of bourbon is that it has thick, rich
and delicious chocolate packed between two
crunchy chocolate biscuits.
12. GOOD DAY
MARIE
BOURBON
All the three products are FMCG
Product level - All the three are augmented product- convenience
good.
CONSTITUENTS OF THE PRODUCT
PRODUCT
GOOD DAY
MARIE
BOURBON
PACKAGING
Packed in colored
package as per the
ingredients or USP.
Packed in nice single
and triple row pack
with attractive
colouring.
Unique and attractive
packing tempting
buyers to buy.
LABELLING
All the ingredients
and the calories are
mentioned. It also has
an eco mark on the
pack.
All the ingredients
and the calories are
mentioned. It also has
an eco mark on the
pack.
All the ingredients and
the calories are
mentioned. It also has
an eco mark on the
pack.
QUALITY
Classified as a
premium segment
Classified as a
digestive biscuit with
Maintains a very high
quality . Classified as a
13. Pricing Strategy
GOOD DAY
MARIE
BOURBON
Competitive pricing:
Price set comparing with the
competitors
Competitive pricing:
Price set comparing with the
competitors. A rupee more
than Parle G
Competitive pricing:
Price set comparing with the
competitors
Product Line Pricing:
The better feature and
benefit given the better the
greater the consumer will pay
Affordable prices .
Within the range of normal
customer
Market-penetration strategy:
With the introduction of nano
packs for Rs 5 it plans to
penetrate into the rural areas
Bundle pricing:
Bundle of group of products
at reduced price
Discount not in sense of
direct price but in the sense
of extra 50gm
Festival offers and seasonal
offers .
14. Promotion mix
PROMOTIONL
TOOLS
GOOD DAY
MARIE
BOURBON
TV ADDS
PRINT ADDS
RADIO ADDS
TV ADDS
RADIO ADDS
PRINT MEDIUM
TV ADDS
PRINT MEDIUM
SALES
PROMOTION
Britannia khao world
cup jao
Discount to
wholesalers and
retailers.
With tag line of “ab
tea time badal gaya”
Buy one packet and
get a code to redeem
the offer
PUBLIC EVENT
Lagaan cricket match
Launching new
biscuit at an event
Tie up with radio city
“cheers to health
“event
ADVERTISEMENT
DIGITAL
MARKETING
Interactive website
Online
advertisement and
Online promotion
and online contest
