•Founded : 1892
•Headquarters: Kolkata, West Bengal
•Key People: Nusli Wadia (Chairman) , Vinita Bali(MD)
•In 1979: Britannia biscuit company was rechristened as Britannia Industries
•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
•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
•Red color: denotes energy and vitality
•White color: denotes purity
•Green color : stands for nutrition and freshness
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
• 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.
available in attractive packaging
available in number of variants.
- Marie Gold, Milk Bikis 50-50, etc
- Honey and oats bread, Multi Grain bread, Rusks, etc
- Chunk cake cherry, Cup cake vanilla, Barcake Milk, etc
- Milk, cheese, Butter etc.
5 grain Nutribix
Hi-Fibre Digestive Nutribix Orange
Vita marie honey oatsCashew
Vita marie gold
Honey And raisin
Swiss cheese & ChillyGift pack
Chinese Hot & Sweet Nano pack
Tigerzor badam milk
Vitamin enriched bread
Honey and oats bread
Multi Grain bread
Multi fibre bread
100% whole wheat bread
Nutri soft premium sandwich
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 Butter sponge
The pricing strategies of Britannia are:
•Market-Penetration based low cost pricing for the products like tiger
•Product-Quality Leadership for products like Good Day and Treat.
•Special-Event Pricing in festive seasons.
•Britannia uses the both i.e. pull strategy as well as push strategy to
persuade the demand.
•Intensive distribution strategy.
Television, newspaper , magazines, radio, etc.
Small pack of 50-50 withGood Day, free gift pack in festive seasons,rural
marketing fair, etc.
Britannia Khao World Cup Jao in 1999, The Lagaan Match in 2001, etc.
•Interactive web site.
•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.
•Rural and Urban Coverage through strong distribution channels
•Targets all age-groups through a variety of products ie age-wise
•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.
•PRODUCT CATEGORY POSITIONING:
Britannia is the market leader in cookies segment.
Nutri Choice product variants for diabetic people
With eat healthy, think better, Britannia positions itself as a healthy and
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