4 P`s OF BRITANNIA

1. BRITANNIA INDUSTRIES
Presented By:
KARTIK
PARASHAR
MBA 2nd SEM

2. THE INDIAN BISCUIT INDUSTRY
• The Indian biscuit industry is the second largest
industry in the world after U.S.A. Biscuit industry is
one of the biggest industry in India and having a
turnover of RS 3000cr. The industry is divided into
two categories namely organized and unorganized
sector.
• 60% of biscuits produced in India are from the
organized sector and remaining from unorganized
sector.

3. • Government has established The Federation of
Biscuit Manufacturers of India (FBMI) which has
confirmed a bright future of India Biscuits Industry
in the year 1953
organised sector
unorganised sector

4. An overview: History about Britannia
industries
 Britannia biscuit company was started in 1892 in Calcutta
with an initial investment of Rs. 295.
 The company we all know as Britannia today.
 Gupta brothers owning the Britannia biscuit company
limited (BBCo) which is a tiny company that time having a
stake along with of English business man C.H. Homles.
 At the time Second World War there was demand for
biscuits at the same the time Britannia reached the pinnacle
in sales in 1979 the company (BBCo) changed into
Britannia industries.

5. Britannia industries Ltd. has been seeing growth of
around 27% per year compared to the industry growth
rate of about 20%.
90% of their revenue comes from biscuit
manufacturing.
BILs present annual revenue is around Rs. 6000 cr half
of which is generated through biscuit sales.

7. WHAT IS Marketing Mix ?
• Marketing mix helps the company to create
demand for the product and to influence the
consumers to buy the product.
• These 4p’s help the organization in the launching of
the product.
• It is a set of gears residing of product, price,
promotion, and place. Therefore marketing mix is
also known as 4p’s of marketing. These slices of
bread of marketing mix helps the organization in
plane run of the product.

8. 1. P- Product
• Product is first slice of 4ps bread. Products can be divide
into two types i.e., tangible & intangible products. Britannia
products are of palpable products because these can taste,
smell, touch.
• There are three types of products:
• Core product: It deals about what really wants?
• Actual product: It deals about brand name, features,
quality ,design, packing of the products.
• Augmented product: It deals about warranty, after-sale
services etc.

9. BRITANNIA
BISCUITS
Good Day
Marie
Nutri choice
Tiger
50-50
Bourbon
Milk bikis
Treat
Nice time
Little hearts
cookies
Pure Magic
Time Pass
DAIRY
Cheese
Butter
Ghee
Curd
Milk
Dairy Whitener
Gourmet Cheese
Actimind
BREADS
White Sandwich
Breads
Whole Wheat Breads
Honey & Oats BreadS
Multi-Grain Breads
Multi-Fiber Bread
CAKE
Bar Cak
Chunk C
Cup Ca
Veg. cak
Nut & Ra
Roman
Muffil

11. 2. P- Price
• Price is the cost of the product that the customer pay to in
terms of the monetary value.
• Pricing the product plays an important role for the company
to achieve major market share. Pricing Company has to
factors like fixed & variable costs, company objectives,
competition, etc.
• Price is one of the main factor that affect the consumer
buying process. In others words price is the amount paid by
the consumer to the product. Britannia followed the pricing
strategies adopted are:

12. • Competition pricing: Britannia set a price which is
reasonable when compared with competitors.
• Product line Pricing: pricing the different products
within the same product line @ different price points.
The healthier the benefit and the feature given the
superior consumer will pay. This pricing discrimination
helps the company in maximizing the profits.
• Bundle pricing: Bundles a group of products at a
reduced price when providing the family packs.
• Value-based pricing: Value-based pricing means provide
in the good quality product& good service for the good
price.

13. • The Britannia Company mainly focus on the middle class&
lower middle class families. Britannia has worked a lot on
fixing the price of its biscuits.
• Therefore the Britannia products will range from RS: 5 to
Rs 40 only.
• Thus, Britannia products are much better in quality and are
good in price as well.
• The pricing strategy along with distribution has been so
strong, that people buy these products even on Railway
stations and while traveling, instead of buying local snacks.

14. Some of the prices of the Famous
Britannia products:

15. Some of the prices of the Famous
Britannia products:

16. Place
• Having a strong distribution channel in India.
• Existance of Britannia products in all retail outlets whether
it is big or small.ie-rural & urban areas
• Britannia industries selects the distributors and sell their
products to retailers who will sell to consumers
• Appointment of distributers, The selected distributors
having right to have a wholesale outlet or retail outlet.
• The distribution in urban areas is fantastic with Britannia
being present almost everywhere. But The rural
penetration of the company is still less because of the
challenges of distribution in rural area.

17. Distribution Channel of Britannia

18. 3.P- Promotion
• Promotion is the invitation given to the general public
telling that the product as come from the company as to
persuade the public to buy the product.
• Now-a-days company are spending huge amounts on the
promotion of the products & services. Britannia company
promote there through advertising which include print ads,
broadcast etc. sales promotion during festive seasons etc.
• Most of advertisement for products will happen through
buzz marketing because of the taste & quality of the biscuit.
• Salman khan acted as a brand ambassador for the tiger
brand. Britannia is increase its sales by providing festive
offers. Britannia create innovate offering to public which
include tiger energy drink, nutrichoice etc.

19. Following Promotion Strategies
Adopted By Britannia

20. Above The Line Marketing
• Britannia Industry does its promotion at ALP
through following methods
 TV Campaigns:

21. Magazines:
• Britannia’s huge range of biscuits and cake are
being effectively advertised through magazines.
• Billboards:

22. Below The Line Marketing :
• Britannia Industry is also involved in BTL
promotion strategies like
Public Relations:
• In 1997 Britannia launched the “EAT HEALTHY,
THINK BETTER” campaign

23. Sponsorship/ Celebrity Endorsement
• Britannia Khao World Cup Jao

24. • Britannia khao world cup jao
• Britannia launched consumer promotion scheme, to
make strong its association with cricket. It is three
month promotion that assure a free day trip to
London for fifty lucky consumers of Britannia
products, dinner with master blaster Sachin
Tendulkar& along with a one day special training
from the Rahul Dravid & Ganguly. The offer wont
stops here Britannia offers Rs 1cr prizes like TV,
stereos, cars etc.

25. • “BRITANNIA KHAO WORLD CUP JAO” slogan on the
packing of the product. The consumers are required
to collect the 100 runs on the purchase of Britannia
products and redeem these for scratch-Cards .The
Company gained a 10-20% jump in sales of its
products during promotion period.

26. • Britannia Lagaan Match
 Sales Promotion
Contests in the form of gift offers, slogans, scratch
cards.

27. Cntd…………
• Another excellent example of sport personality
craze and innovation came from Britannia.
• The company started offering the cricket players
cards, WWE cards along with purchase of Britannia
treat biscuit packet.
• This innovation conversion of craze for cricket &
cricketing stars exploited with a fresh perspective.

31. MARKET SHARE

32. PRODUCT LIFE CYCLE

33. CONCLUSION

34. • Britannia is sound established company in the
biscuit industry. Britannia is having the consumers
are spread all over the country. If the company can
enter into the chocolate industry where there are
only two competitors i.e., Cadbury & nestle.
Britannia through its brand image can give great
competition to the competitors. Britannia must try
to improve in scm and to have a strong distribution
in rural markets.