3. INTRODUCTION
• Started in year 1892.
• Business acquired by Gupta brothers in
Kolkata.
• Mumbai factory was set up in year 1924.
• Company name was changed to the current
Britannia Industries Limited in 1979.
• The company has been growing at 27 per cent
a year.
7. Aim of integrated marketing
communication
• To differentiate the brand from competitors.
• To position the brand as a nutritious &
complete food.
• To position as no.1 ready to eat segment.
• Position as a happy, vibrant, fun loving brand.
• To promote the benefits of the product.
8. PROPOSITION OF BRITANNIA HEALTHY
START
• Balanced Meal: Each meal is prepared to include different
food groups so that you have a healthy balanced breakfast
• Wide variety: Includes South Indian, North Indian, Chinese
and Western breakfasts to satisfy a wide variety of
consumer tastes.
• Healthy Grains: All the grains we use are either bigger sized
(for satiety) or with lower starch levels to reduce fat and
help in quicker cooking.
• 100% Real Veggies: We use vegetables preserved with Nutri
Freeze science that retains upto 95% of nutrition and taste.
9. CONTD….
• Filled with flavor: Exciting spice mixes made
from real spices.
• No Negatives: No transfat, cholesterol, MSG or
preservatives.
• Special Packaging: Double layer packaging to
retain freshness and aroma
10. MEDIA STRATEGY
TELEVISION:-
- ESPN,STAR CRICKET AND STAR SPORTS.
- SET MAX.
- COLORS.
RADIO:-
-RADIO MIRCHI(98.3)
-RADIO CITY(91.1)
13. CONLUSION
• If these promotional activities and
communication strategies will be done
properly, then it is going to tap huge market
and can give tough competition to the major
players like MTR,GLITZ etc.