BRITANNIA Zindagimein life Presented By : Ghanshyam Gupta firstname.lastname@example.org
History It is one of the premier food product company in India started its business in Calcutta (now Kolkata) with an initial investment of Rs. 295 as a small biscuit company in 1892 and has grown to a household name.
Advertising Channels Press Advertisement. Television Advertisement. Radio Advertising.
Segmentation Biscuit market in India can be segmented as follows:
MARKET SEGMENTATION Age Group – Different product for different age groups. e.g.. Tiger and Treat for kids , little hearts for youths and Good day for elder ones. Niche snacking segment- For those individually which are on the go, the company introduced small packs . Occasions– Britannia's subhkaamnayein is for special occasions like festival .
Tiger Butterscotch, elaichi, strawberry, banana, orange , etc. Key competitors like ITC (sun feast) , surya foods (priyagold), Parle agro do not provide such wide range of flavored glucose biscuits. PRODUCT
Targeted basically on kids. Positioning is done for modern mothers who play an enabling role for their children to compete in today's world and thus want the best. Over the years, Tiger has become the mass-market face of Britannia symbolising fun and energy in both urban and rural India, and transcending glucose biscuits.
LittleHearts It is the only type of snack biscuit in the market. A wafer biscuit with sugar coating.
Little Hearts is targeted towards the growing youth segment. A completely unique product, it was the first time biscuits were retailed in pouch packs like potato wafers.
Good Day Britannia Good day started premium biscuits enriched with cashew , butter, badampista, etc. (1986)
This rich biscuit enjoys a fan following of consumers across all ages. Good Day is amongst the fastest growing brands in Britannia's portfolio and is today the market leader with almost 2/3 share of the market. The brand is synonymous with everyday treats that infuse happiness into people's daily lives.
Milk bikis The only biscuits with milk flavored cream, makes it the most different product in front of its key competitors.
Milk bikis too is targeted towards kids who may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has been trusted by mothers as a source of growth energy of milk and their loyalty to the brand has made it an integral part of their children's nutrition regimen.
Marie The oldest brand of Britannia. The no.1 in its category.
Targeted and positioned towards tea time biscuit lovers.
50-50 This biscuit comes under snack biscuit. It was launched in 1993. It came with a flavor of Maska – Chaska as a difference. IT covers 1/3 of the market share.
Britannia in overseas
Middle East In March 2007, Britannia Industries Limited formed a Joint Venture with the Khimji Ramdas Group, one of the largest and the most respected business conglomerates in the Middle East. It offers a wide spectrum of products under the brand Nutro, which is a leading biscuit brand in the Middle East.
Sri Lanka 29th August 2008 goes down in the history of our company as the day, when Britannia started manufacturing and marketing its products in Sri Lanka.Products manufactured in Sri Lanka include the most popular Milk Bikis, Milk Cream Smileys, Vita Marie Gold, Creams and Cookies.
PRICE All the biscuit under Britannia has kept appropriate pricing. Every biscuit has economy packs to family packs. This style covers every economic segments in the market.
PROMOTION SALES-PROMOTION – e.g. Eat healthy ,Think better, Buy Britannia ,see cricket ,eat only Britannia Exchange 4 empty packs with a booklet , when Tiger was introduced in the market. Britannia supplied note books , scales pencils to children in the name of its new brand of cost . Britannia is providing small gifts in the Britannia treats pack.
PUBLIC RELATION+ DIRECT MARKETING Buying biscuits means buying health nutrition and food , Britannia conducted by Qualitative and Quantitative research , surveying over 5000 consumers , how they perceived the brand .
PLACE Communication Channel – T.V , RADIO Distribution channel – Big Bazaar , Retail shop They give first communication channel on advertisement, promotion . They spend huge amount own money over to distribution channel , they keep their product in front of customer, they compel to customer to purchase .