part 2 promotion and place mix of britannia and parle

1. MARKETING
MANAGEMENT
Presented By:
Nasrun nissa
Jane chifundo mwitha
Salman ayoob s
Kiran c
Vineetha

2. promotion mix of
Britannia

3. INDEX:
• Advertising
• Sales promotion
• Public relationship
• Direct marketing
• STP analysis

4. Advertising:
TV Advertising
Radio
Hoardings or Billboards
Outdoor Advertising

5. The 5 M’s Of Advertising

6. TV Advertising:

7. Brand ambassador
• 1. Salman Khan – Tiger Biscuits
• 2. Deepika Padukone – Good Day
• 3. Kokona sen - Rusk
• 4.Saurav Ganguly, Sachin Tendulkar and Rahul Dravid
• 5.Farhan Akhtar and Siddharth - Nutrichoice Hi-Fibre biscuits,

8. Radio
Britannia creates a
Brand Jockey to
advertise

9. Hoardings or Billboards
Advertise on Shelter / Poles / Buses

10. Outdoor Advertising
• The Social Street, a marketing communications agency, Britannia Industries' campaigns
'Smile To Be Surprised' and 'Slide Of Smiles', in the Single Execution category.

11. Sales promotion:
• "BRITANNIA KHAO, WORLD CUP JAO"
• Lagaan
• Assured gift
• Free recharge
• Free samples
• Free in sets
• E-greeting cards Prizes:

12. Bil's contest:
• "BRITTANIA KHAO, WORLD CUP JAO" was the theme adopted in
1999
• three month promotion that assure a free day trip to London
for fifty lucky consumers of Britannia products.

13. Through films:
• "Lagan - the super hit movie” a small lucky group to play the game with the movie Stars of
Lagan
• The bait for those who pick up Britannia Tiger 75g/100g packs from now on till December will
be a chance to play Aamir Khan’s Lagaan XI in a real cricket match in Mumbai in the last
week of December 2001.

14. Assured gift:
On buying 4 packs of BRITANNIA biscuits of any value from MORE supermarket get one gift
voucher of assured Rs 150 Gift (movie/pizza/cappuccinos)
Free recharge:

15. Free samples:
Britannia Pure Magic Chocolush
• How To Get Free 1. Follow On Twitter @UnlocktheMagic
2. Tweet Use Has #UnlockTheMagic
3. Wait For Response
4. Britannia Send You Golden Key On Twitter Message
And Put Your Golden Key http://www.unlockpuremagic.com/
Also
• Small pack of 50-50 with Good day, free gift pack in festive season, rural marketing fair

16. Free in sets:
• On buying 3 Britannia bourbon get 1 free
• E-greeting cards Prizes:
• Britannia Good day have come with a very exciting offer where you can share your love by e-
greeting cards also win exciting prizes like IPad Mini & Rs.1000 Goodday Vouchers

17. Public relationship
Sponsorship
Public service activity

18. Sponsorship:
“50:50”, Britannia, a sponsor of Royal Challengers Bangalore
sensed the ongoing IPL
Britannia, sponsors Indian captain Sourav Ganguly.
Public service activity:
with Naandi Foundation and the Global Alliance for
Improved Nutrition (GAIN) is providing these biscuits to
more than 1.30 lakh children as midday meal scheme

19. Direct marketing
• online through social media

20. STP ANALYSIS:
Segmentation -
People who need and consume bakery and dairy products health conscious
customer
• Demographic Segmentation :
• Age: Kids -Fruit Rolls, Tiger & Treat
Matured People - Good Day, Cream Cracker
Youth– Little Hearts, Cream Biscuits
• Income: Lower Income Group- Tiger, Marie
Higher Income Group -Good day, NutriChoice Gender: For both
Male & Female

21. Behavioral Segmentation:
• Benefits -For Health Benefits; All Nutri Products, Tea Time Snack Biscuits
&Sujie Toast
• User Status– Little Heart Biscuit & Time Pass for Lovers.
• Usage Rate -Marie Gold is for High Usage Rate Customers.
• Occasion- Snack Biscuit, Fruit Rolls and Britannia subh kaamnayein is for
special occasions like festival.
Geographic segmentation:
• urban
• sub urban
• rural

22. Psychographic Segmentation:
• Britannia has adopted itself according to the convenience,personality,self
image and lifestyle of the Indian consumers so Britannia came up with a
different and new product line
Niche Segmentation:
• Britannia Slice Cakes and Britannia good day are designed for the people
who actually also wants some food characteristics in a biscuit. Different
cream biscuits are also made for the people who love to have a biscuit with
cream.

23. Targeting: ·
• Rural and urban coverage through strong distribution channels. ·
• Target all age group through variety of products i.e. age wise segmented
marketing.
• Britannia follows full market coverage pattern of target market selection.it has
differentiated target market pattern i.e. it operates in several market segments
and design different product for each.

24. Positioning:
• Full market positioning: Britannia is market leader in cookies segments.
• Use positioning: Nutrichoice products for diabetic people.
• Benefit positioning: with eat healthy think better, Britannia positions itself as
healthy and nutritious alternative.

25. Place Mix for britannia

26. PLACE
• In the marketing mix, the process of moving products from the
producer to the intended user is called place.
In other words, it is how your product is bought and where it is bought.
This movement could be through a combination of intermediaries such
as distributors, wholesalers and retailers.

27. • There are two channels of distribution available to firms. Direct
distribution and indirect distribution.
Indirect Distribution
• Indirect distribution involves distributing your product by the use of an
intermediary for example a manufacturer selling to a wholesaler and then
on to the retailer.
• Direct Distribution
• Direct distribution involves distributing direct from the manufacturer to the
consumer .The advantage of direct distribution is that it gives a
manufacturer complete control over their product.

28. Common Distribution
Strategies in Britannia
• Intensive Distribution:
Used commonly to distribute low priced products or impulse purchases.
For example snacks such as chocolates, soft drinks and crisps
• Selective Distribution:
A small number of retail outlets are chosen to distribute the product.
Selective distribution is common with products such as computers,
televisions household appliances, where consumers are willing to shop
around and where manufacturers want a large geographical spread.

30. Highlights in the Distribution Strategy
• Britannia industries is having a strong distribution channel in the India.
We will find Britannia products in all retail outlets whether it is big or small. We can find
Britannia products in both rural & urban areas.
Britannia industries selects the distributors and sell their products to retailers who will
sell to consumers.
Britannia Industries Company having different manufacturing units in India. Britannia
follows the channel of distribution wherein it appoints distributors at select locations.
The selected distributors having right to have a wholesale outlet or retail outlet. These
selected distributors will have link with company were the distributor will get the
products in bulk quantities.
The distributor will break the quantity and distribute to the retail stores & dealers. The
distribution in urban areas is fantastic with Britannia being present almost everywhere.
However, the rural penetration of the company is still less because of the challenges of
distribution in rural area.

31. Communication Channel
• T.V , RADIO are the most common communicational channel.
Distribution channel – Big Bazaar , Retail shop.
They give first communication channel on advertisement, promotion .
They spend huge amount own money over to distribution channel , they
keep their product in front of customer, they compel to customer to purchase
.

32. PROMOTION MIX
PARLÉ

33. Advertisement:

34. TV Advertisement:
• j

35. Brand ambassador
• Amitabh Bachchan – Gold Star
• Hrithik roshan- hide and seek
• Kajol-parle marie.

36. Newspaper and Magazine:

37. Hoardings:
•

38. Sales promotion

39. Free sample:
• To increase the awareness of new product. at
http://www.sampleandtry.com/india/product-detail.aspx?pid=180
Offer price:
• Cut off the price to increase the sales.

40. Freebies:
• extra biscuits in the pack are given to customers
Coupon:
• coupon to the retailers upto amount purchase of Rs 500

41. Public relationship

42. Scholarship
• scholarship program ‘Bhaskar Genius Scholarship’ across 8 states .25 Lac worth of
scholarships.
• Shaktimaan:
• sponsoring tele-serial Shaktimaan of a super hero

43. Parle Golu Galata
• In Tamil nadu , Golu-doll Galata- dhamaal competition
• The contest rewards winners from each city with a cash reward of Rs. 10,000 while the
contest winner receives Rs. 25,000

44. Mera sapna sach hoga:
• mera sapna sach hoga to fulfill childrens’ dreams
• trips to disneyland, paris and singapore, meeting film stars, plane rides, scholarships, etc

45. • Saraswati Vandana By Parle Products:
• Pookkalam contest:
• It contains
• Parle Biscuit Crunch contest
• Lulu Gold Traditional attire contest
• best dressed man and woman

46. Campaign:
Design For Change
• It is considered one of the largest children's movements
in the world, and addresses topics such as education,
employment, environmentalism, health and more.
Parle MTV Junkyard Project
• support Swachh Bharat Campaign:
Olympic Gold Quest:
• support Indian sportspersons

47. Durga puja campaign:
• Parle propagated the message of equal food distribution through the Parle Bosepukur Sitala
Mandir Pandal, one of the oldest Durga Puja pandals in Kolkata.

48. Day fair:
• Parlé uses the sales force promotion tool for all its employees. Every year it holds day fairs at
branded venues where games and fun events are organised for the employees and their families
where parlé products are give away prizes.
Tom and jerry:
• Parle Milk Shakti targets the cream category, with Tom & Jerry

49. STP Analysis:
• Segment -People looking for an affordable foods brand
• Target: Group -Lower and middle class families in rural and urban areas
• Positioning - A good quality affordable foods brand

50. PLACE MIX FOR PARLE

51. PLACE
▪ The Registered Head Office of Parle is located in Sahar-Chakala Road, Parsiwada,
Andheri (E), Mumbai
▪

52. The Channel Members of the Parle distribution
The Distributors:
One of the main factors, which keep the distributors motivated, is the margin.
Usually the margins offered by Parle are 8%. Now a days it has been raised to
8.5%.
The Retailers:
Trade schemes: These are undertaken by the company only for the hard
selling items eg Biscuits and Snacks etc. For these the company raises the
margins by 2%, also schemes like good packaging in case of butter and
cheese is undertaken by the company. However this is only a short-term
initiative to push the products of the company.
Glow boards: The company puts up glow boards at the retailer and pays the
major portion of the cost.

53. ▪ Schedule of the salesmen: They provide the details with this schedule so the retailers
can pre estimate the quantities of the various products needed.
Infrastructure facilitation: The company facilitates the retailers to buy beautiful stalls by
formulating an easy payment program and a committment to buy back the equipment
at a reasonable price when the value of the equipment has depreciated.

54. Distribution Channel levels:
•

55. ▪ The extensive distribution network, built over the years, is a major
strength for Parle product, Parle biscuits & sweets are available to
consumers, even in the most remote places and in the smallest of
villages with a population of just 500.
Distribution Channel levels:
Parle has nearly 1,500 wholesalers, catering to 4, 25, 000 retail outlets
directly or indirectly, A two hundred strong dedicated field force
services these wholesalers & retailers. Additionally, there are 31
depots and C&F agents supplying goods to the wide distribution
network. So it is seen that Parle has three levels of distribution
channels.
Highlights in the
Distribution Strategy

56. Communication Channel
▪ Level 1 - availability to all departmental stores.
Level 2 - Since it’s an FMCG product this channel exists for customers
scattered throughout the country.
Level 3 - Mass consumption & suitable for national and international coverage.
For e. g . Parle’s international operations of serving markets
▪ In the Middle East, Africa, South America, Sri Lanka, Australia and North
America for which the 3 level distirubution channel exists.
▪ Parle has a multi-channel marketing system since it uses more than two
marketing channels to reach all its customer segments.
▪

57. Distribution
Globally Present