Company OverviewThe story of one of Indias favourite brands reads almost like a fairy tale. Once upon a time, in1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (nowKolkata) with an initial investment of Rs. 295. The company we all know as Britannia today.Britannia Industries Limited (Britannia) is engaged in the provision of bakery products, includingbiscuits, bread, rusk and cakes, and dairy products. The company primarily operates in India.The companys products include 50-50, Good Day, Little Hearts, Marie Gold, Milk Bikis, NiceTime, NutriChoice, Pure Magic, Tiger, and Treat. It is headquartered in Kolkata, India andemployed about 1,982 people.Today, The companys offerings are spread across the spectrum with products ranging from thehealthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. BOARD OF DIRECTORS Mr. Jeh N Wadia DirectorName Designation Mr. Keki Dadiseth DirectorMr. Nusli Neville Wadia Chairman Mr. Nasser Munjee DirectorMs. Vinita Bali Managing Director Mr. Ness Nusli Wadia DirectorMr. A.K.Hirjee Director Mr. Nimesh N Kampani DirectorDr. Ajai Puri Director Mr. S.S.Kelkar DirectorMr. Avijit Deb Director Dr. Vijay L. Kelkar Director
Products offered by Britannia industriesBritannia PortfolioProduct mix width refers to the number of different product lines the companycarries. For Britannia the width extends to Biscuits, Bread, Dahi, Cakes, Cheese,Butter.Product mix length refers to the total number of items the company carries withinits product lines. Each product line of Britannia has numerous of products. Thus,extending its product line length.Product line depth refers to the number of versions offered of each product in theline.
GOOD DAY BISCUITS GOOD DAY CHOCONUT GOOD DAY RICH BUTTER COOKIES GOOD DAY BUTTER SCOTCH GOOD DAY RICH CASHEW COOKIES GOOD DAY HONEY & RAISIN GOOD DAY RICH PISTA BADAM GOOD DAY CHOCLATE CHIP50-50 BISCUITS 50-50 50-50 MASKA CHASKA PEPPER CHAKKARLITTLE HEARTS LITTLE HEARTS CLASSIC
Promotional StrategiesBritannia spends a great amount on promotional strategies like advertisements for thevarious products it offers. It uses a mix of all the media forms to reach the maximumconsumers. They advertise through television, print, radio and reach out to their targetaudiences.Some of Britannia’s popular business promotional strategies are as follows: Britannia Khao, World Cup Jao which took 100 mega-winners to Old Blighty to watch the Cricket World Cup at Britannias expense. This was a very smart initiative taken by Britannia to motivate consumers to buy more of Britannia’s product in order to increase there chances of being selected for the tour. Which in turn helped the company to boost up its sales before and during the mega event. Britannia Rules! A day before the World Cup Of Cricket 99 began in England on May 14, 1999, one of Britannia Industries senior-most marketing managers was spotted at Mumbais Sahara International Airport-escorting a gaggle of excited children, all of them sporting Britannia caps, Britannia T-shirts, and other assorted Britannia paraphernalia. No, he wasnt test-positioning yet another brand of biscuits on a group of unsuspecting young uns in an airport lounge. Those kids were actually some of the 100 mega-winners of the Britannia Khao, World Cup Jao contest, being flown off on charters to Old Blighty to watch the World Cup at Britannias expense. See Cricket. Sleep Cricket. Eat Only Britannia (sic!). Another excellent example of sport personality craze and innovation came from Britannia. The company recently offered a white marble free with every pack of Britannia Treat. The marble has a caricature of a Indian Cricketer printed on it, an innovative conversion of craze for cricket & cricketing stars exploited with a fresh perspective.
Associated Punch lines of various Britannia ProductsProducts Punch Lines50-50 “Very Very Tasty Tasty”Good Day “Ho gaya re Good-Day”Littile Heart “Direct Dil se”Marie Gold “Tea Time biscuit”Milk Bikis “Eating Milk”Neutri Choice “Swasth khao Tan Man jagao”Time pass “Perfect partner for Time pass moments”Tiger “Eat Healthy Think better”Treat “Lovable devils” Distribution Channel