4. INTRODUCTION
• India is the second largest manufacturer of
biscuits
• ‘’Sick Man’s Diet’’
• 10% of FMCG market
• 4500 cr growing rate of 12-14%
• growth around 15-17%
(Business.mapsofindia.com ,2015)
• World War II
• One of the favourite brands in India
• BBC re-registered Britannia Industries Limited(BIL)
(Chengappa 2015)
7. Targeting
• Britannia Tiger-Low Price & Low Income Group
• Britannia 50-50-Tea Snack & Kids
• Britannia Marie Gold-Biscuit & Family Size.
• Britannia Good Day- All Income Group
• Treat Fruit Rollz-Children, during celebration & Occasion
time
9. s ow T
• Fastest
growing FMCG
Company
• Top 10 brands
across the
country
• Second most
trusted food
brand in 2010-
2011
• Seventh most
trusted brand
in all
categories
2008
• Tiger Pops ,
Pepper
Chakkar
(Britannia.co.in, 2015).
• High level of
investment
• Loss in
sales 3rd
consecutive
quarter(200
5-06)
• Premium
segment
• Britannia
means
Biscuits
• ‘’Sick Man’s
Diet’’
(Shashidhar, 2014)
• Focussing
on health
free
products
• Standard of
Living has
improved
• Higher
disposable
income
• The rural
sector
consumes
55 %
• Employment
opportunity
increases
• Economy of
India grows
• Focussing
on health
free
products
• Standard of
Living has
improved
• Higher
disposable
income
• The rural
sector
consumes
55 %
• Employment
opportunity
increases
(Ahmad,2013)
14. References
• Ahmad, Maryam. Marketing Case Studies And Swot Analysis. Saarbrücken: LAP LAMBERT Academic Publishing, 2013. Print.
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[Accessed 31 Aug. 2015].
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http://britannia.co.in/about-us/awards [Accessed 31 Aug. 2015].
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choice/heavens [Accessed 31 Aug. 2015].
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details/get-some-balance-on-your-plate [Accessed 31 Aug. 2015].
• Ihealthu.com, (2015). A moving message from your body- Health Magazine - iHealthU. [online] Available at: http://www.ihealthu.com/magazine-
details/a-moving-message-from-your-body [Accessed 31 Aug. 2015].
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SERVICE INDUSTRY'. GFMC 5.9 (2015): 838-844. Web
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time, Living Media India, Limited, New Delhi.
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back a host of competitors and regain lost ground, writes Rahul Sachitanand, Living Media India, Limited, New Delhi
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