business

1. MAHARAJA SRIRAMCHANDRA BHANJADEO UNIVERSITY,BARIPADA
DEPARTMENT OF BUSINESS ADMINISTRATION
SWAPNAJIT SINGHA
ROLL NO-22MBAO31
A PRESENTITON ON MARKETING STRATEGY OF B

2. CONTENT
INTRODUCTION
COMPANY OVERVIEW
HISTORY
PRODUCT ANALYSIS
SWOT ANALYSIS
THE 4P’s STRATEGY
COMPETITORS ANALYSIS
RECOMMENDATION

3. INTRODUCTION
Britannia industries limited is an Indian food products corporation
based in Bangalore,India.
It sales TIGER brand of biscuit throughoutIndia.
BRITANNIA innovates for strong presence in health and nutrition space.
Britanniahas estimated market share of 38%.
The company principle activity is the manufacture
and sale of Biscuits, Bread, Rusk, Cakes
and Dairy products.

4. COMPANY OVERVIEW
In 1892 a BISCUIT company was started in a
house of Kolkata with an initial investment of
295.
Parent company and owner of Britannia group of
industries Wadia group in 1736.
CEO of Britannia is RAJNEET KOHLI.
VARUN BERRY appointed as (VC) & (MD) of the
company.
CHIEF FINANCIAL OFFICER {CFO} appointed as N.
VENKETARAMAN.
Britannia stored into the 21st century as one of
India’s biggest food brand of the country.

5. HISTORY
The company was established in 1892 by a group
of British businessmen with an initial investment
of ₹295.
1939-1945 during 2nd world war Britannia has a
large scale of production in good day.
The Mumbai factory was set up in 1924,
acquired a controlling interest in BBCo.
In 1982, the American company NABISCO
BRANDS became a major foreign shareholder.
In 1993, textile tycoon NUSLI WADIA took
control of the company from Britannia.
In 2009, WADIA GROUP became the largest
shareholder in BIL after acquiring a 25% share.
In December 2018, it launched a new
category, Treat Crème Wafers.
In September 2022, Varun Berry was
appointed Executive Vice-Chairman and
Managing Director of Britannia Industries and
RAJNEET KOHLI appointed as CEO.
As of December 2022, Britannia Industries
Limited had a market capitalization of Rs.
1,08,992.90 crore.
In December 2022, Britannia Industries
entered into a joint venture agreement with
Bel SA of France and Britannia Dairy Private
Limited (BDPL)

6. 0 20 40 60 80 1
WITH NUTS
NATURAL TASTE
DIGESTIVE
CREAM
BUTTER
PRODUCT ANALYSIS
0
10
20
30
40
50
60
70
80
90
Packaging Pricing Aviability Quality Brand
Important
Important
PRODUCT ANALYSIS
Britannia BOURBONand GOOD DAY are the most
preferred Britannia biscuits.
Cream and butter biscuits are among the most
preferred types of Britannia products.
Taste & quality were among the most important
purchase considerationfactor as per our 147 respondent
with 95% and 86% response respectively.
On analysing the consumer purchasing behaviour-
58.1% purchasedonce in a month, 31.1% respondent
purchasedonce a week and rest 10.8% purchased either
daily or once in 2 – 3 days.
Netrual Non - important

7. SWOT ANALYSIS
s
W
T
O
 Low price with good quality product.
 Good advertising & visibility.
 Provide a wide range of biscuits.
 Making good brand image in GOOD DAY
 Many competitors in the same segment so market share
limited.
 Lower market share in dairy products.
 Low penetration in rural areas.
• Changing lifestyle & demand for healthierproduct.
• Increasing demand for diet, sugar free biscuits.
• Increasingdemand for diet & sugar free products.
• Targeting interior area of India
• Competitionin the marketwithincreasingno. of players.
• Price of rawmaterialincreasein the priceof the endproduct
• Localbakeryproduct.

8. The 4P’s STRATEGY
PRODUCT
STRATEGY
PRICING
STRATEGY
PLACING
STRATEGY
PROMOTION
STRATEGY
 The product line
depth is highest for
biscuits.
 90% of their revenue
comes from biscuits
segments`
 The 3 types of
products are
 core products
 Actual products
 Augmented products
 Britannia’s key pricing
strategy –
 Competitive pricing
 Product line pricing
 Bundle pricing
 Value based pricing
 Online segment,
tie-ups with large
e – commerce
organization.
 High dependence
on distributors
(Dealers,
Retailers) in
distribution
channel`
 Advertisement
 Agreement with
famous brand
ambassadors.
 And targeting
the sports
sector
4P’s

9. COMPETITORS ANALYSIS
47.8%
29.7%
BRITANNIA
PARLE
SUNFEAST
PRIYA GOLD
OTHERS
There are 3 type of competitor such as follows.
1. DIRECT COMPETITORS :
2. INDIRECT COMPETITOR :
3. REPLACEMENT COMPETITOR
PARLE is oldest brand and product produced by
parle products and biggest selling biscuits in India.
Major competitors is :

10. RECOMMENDATIONS
Locate the institution using competitor’s and provide them
attractive offers to increase the market share so that at least
the big competitor will not expand.
Increasing there reach in rural area by improving there
distribution channel.
Britannia has introduced various new flavor to stay competitive
.
Now the company is analyzing the taste of the customer and
came up with the new flavor.
Many retailer are mot promoting Britannia biscuit due to their
low profit margin, But in now Britannia industries focus on
wholesaler & retailer by providing them high profit margin.

11. Source – WWW.BRITANNIA.COM