A presentation prepared to to analyse the market of Britannia biscuits.

1. Geetika Chowdary (19DM072) Ishita Jha (19DM082) Kashish Garg (19DM092)
Manikant Jaiswal(19DM102) Meghna Jaiswal (19DM112) Nidhi Agrawal (19DM23)

2. • To analyse the various aspects of
marketing by Britannia biscuits.
• To estimate the future trends of
the company.
• To know about the nature and types
of customers of Britannia biscuits.
• To get the feedback of the
customers.
• To know the various trends in

3. • Britannia Industries Limited was founded by
Nusli Wadia in 1892 with an investment of Rs.
295, and has its main office in Kolkata.
• It is an Indian food products corporation with
more than 100 year legacy.
• Britannia is among the most trusted food
brands and its annual revenues is more than
Rs.9000 Crores.
• Britannia has a biscuit market share of 33% in
India. Britannia products are available across
the country in close to 5 million retail
outlets.
• Britannia’s relentless focus on quality and

4. Segmentatio
n Targeting Positionin
g

5. -Mass production, mass distribution & mass
promotion for all buyers.
-Consumed by people staying in urban, semi
urban and rural areas.
-Demographic : age & social class
-Occasion : benefit sought

6. • Good Day: Target all groups
(children,young,old) by introducing
differentiated products with variety of tastes
and flavour.
• Marie Gold: Targeting health conscious people
and old age population and especially working
women.
• Nutri Choice: Targeting health conscious and
diabetic people and especially old people.
• Little Hearts: Targeted on youth.

7. • Good Day
Positioned as everyday biscuits which bring happiness in
everyone lives.
• Marie Gold
Positioned as a tea time biscuits with protein.
• Nutri Choice
Positioned as a healthy biscuit with low or zero sugar and
calories.
• Little Hearts
Positioned as snacks with heart shape and sweet flavour
cookies or biscuit.
• Bourbon & Milkbikis
Positioned as creamy flavoured biscuits

8. Product
Place Promotion
Price

9. - Britannia offers a range of biscuits which are
different in taste, size and shape.
- They offer good quality and quantity of consumable
biscuits.
- Attractive packaging of biscuits is maintained.

10. - Britannia has adopted the
Market Penetration Method
of pricing.
- Britannia has products of
a wide price range
starting from Rs.10
until Rs.499 catering to
a mass consumer base from
different economic
backgrounds.

11. - Factories are mainly in metropolitan cities.
- Britannia products are available across the
country in close to 5 million retail outlets
and reach over 50% of Indian homes.
- Now Britannia has expanded overseas to places
like Middle East and Sri Lanka.

12. - To attract the consumers for
Britannia, they have leveraged
India’s two most successful
passions of all times i.e.,
Cricket and Movies. And most of
their promotional strategy
revolves around the two.
- Brand ambassador for Britannia
are Sachin Tendulkar and
Deepika Padukone.
- Word of mouth

13. STRENGTHS:
1.Strong brand image
2. Variety
3. Market share
4.Suppliers and distributors
network
5. Existing customer loyalty
WEAKNESSES:
1. Biscuit overdependence
2. Duplicates
3. Lagging overseas market
4. Overdependence on retailers
5. Low penetration in rural
areas
OPPORTUNITIES:
1. Demand for healthier biscuits
2. Target young segment
3. Satisfy the taste buds by
newer variants
4. Target rural areas
5. Retaining loyal retailers &
wholesalers
THREATS:
1. High competition
2. Increasing health
consciousness
3. traditional Indian snacks
4. Margin war among the major
brands
5. Economic slowdown

15. EXISTING COMPETITORS: HIGH
PARLE
UNIBIC
SUNFEAST
LOCAL BAKERIES POTENTIAL ENTRANTS: LOW
High entry & exit barriers
Traditional Indian snacks
High end biscuit varieties
SUBSTITUTES: HIGH
Street side food
Lays, Kurkure, haldiram’s
Traditional Indian snacks
Local and branded bakeries
BARGAINING POWER OF CUSTOMERS:
HIGH
Other low priced biscuits
Same cost bakery items
Home made snacks
BARGAINING POWER OF SUPPLIERS:
LOW TO MEDIUM
Wheat, sugar & other raw materials
Inflation

16. RETAILER SURVEY ANALYSIS
-Data Analysis of Retailers- For this purpose, we
visited 3 retailers- Calyfox Retails Pvt. Ltd.,
Easyday Club and Reliance Mart in Ansal Plaza,
Greater Noida.
- The common competitor that all the retailers said
was Parle.
- On an average, the retailers gave 9 rating for the
services and incentives provided by the company.
- Retailers said that the consumers are very
satisfied with the quality, quantity and price of
the biscuits.

17. CONSUMER SURVEY ANALYSIS
62%
10%
5%
13%
4%
1%
1%
1%
1% 1%
1%
Britannia
Parle
Sunfeast
Unibic
Mcvities
Cadbury
Biskfarm
Darkfantacy
Milano
Local Made
Mr Grey
38%
6%
8%
30%
8%
5%
3% 2%
Good Day
Marie Gold
Nutri Choice
Bourbon
Treat
50-50
Tiger
Good Day Chocolate
Favourite Biscuit Brand
Which biscuit customers prefer from
the range offered by Britannia?

18. 0
5
10
15
20
25
30
35
40
45
1 2 3 4 5
No. Of Consumers
No. Of Consumers
Rating given for the quality of Britannia’s Biscuits.
0
5
10
15
20
25
30
35
40
1 2 3 4 5
No. Of consumers
No. Of consumers
Rating given for the price of Britannia’s Biscuits.
0
10
20
30
40
50
60
1 2 3 4 5
No. Of Consumers
No. Of Consumers
Rating given for the availability of Britannia’s Biscuits.

19. 0
5
10
15
20
25
30
1 2 3 4 5
No. Of Consumers
No. Of Consumers
Rating given for the additional offers provided.
0
5
10
15
20
25
30
35
40
1 2 3 4 5
No. Of Consumers
No. Of Consumers
Rating given for the advertisement portfolio.

20. RECOMMENDATION
• Britannia can improve it’s advertising
game.
• Britannia can come up with it’s own
retail stores and franchise like
Haldiram’s did which will lessen the
over dependency on retailers.
• Social media presence can be very
beneficial for Britannia. To reach out
to its customer.
• Britannia can come up with various
offers for customers.