marketing mix,swot analysis etc

1. Market Analysis for
Britannia Biscuits
Manish Badhiye (41)
Sinhgad Institute of
Managment,vadgaon,pune

2. INDEX
1. OVERVIEW
2. PRODUCTS
3. SWOT ANALYSIS
4. PORTER’S 5 FACTOR MODEL
5. MAJOR COMPETITORS
6. STP
7. MARKETING MIX
8. RETAILER SURVEY ANALYSIS
9. CONSUMER SURVEY ANALYSIS
10.RECOMMENDATIONS

3. Overview
 Indian based company established in 1892, with an
investment of Rs. 295 in Kolkata.
 Principle activity in the manufacture of biscuit , bread , rusk
and dairy products.
 1999: "Britannia KhaoWorld Cup Jao" - a major success!
Profit up by 37%More than 3300000 distribution outlets.
 2001:BIL ranked one of India's biggest brands.
 2005:Re-birth of Tiger - 'Swasth Khao , Tiger Ban Jao'
becomes the popular chant!
 Received the Most Respected Company Award 2011 from
Businessworld.
 Overseas presence in Dubai, Oman and NewZealand.
 Positioned on Taste and Health platform.

4. Britannia Biscuits
Glucose
•Tiger
•Milk bikis
Cream
Cookies
Health
Digestive
Others
•Bourbon
•Treat
•Milk bikis
•Britannia cookies
•Good Day
•Marie Gold
•Nutri choice
•50-50
•Time pass
•Little heart
•Nice time

5. • Extensive distribution network
• Providing a wide range of biscuits
• Innovative Advertisements
Strengths
• Dependence on stores & retailers
• Low penetration in rural areas.
• Not an extensive overseas market.
Weaknesses
• Increasing demand for diet, sugar free biscuit
• Retaining loyal retailers and wholesalers
• Targeting interior area of India
Opportunities
• Local bakery products, Imitations
• New entrants – eg:cadbury Oreo, sunfeast dark
fantasy
• Margin war among the major brands
Threats
SWOTAnalysis

6. Porter’s 5 Forces Model
BRITANNIA
Potential entrants:
High end Biscuit
varieties,Traditional
Indian Snacks,
Breads, Package
Snacks, Bakery
Products
Bargaining power
of suppliers:
Wheat, Sugar,
other commodities,
increasing price
Existing Competitors:
Glucose Segment:
Parle-G, Sunfeast, Local
brands
Others: Marie,
Bourbon
Substitutes:
Snacks- Road side chat
shops, Haldiram’s Rs 10
offerings etc.
Confectionary- Patties,
Local Bakery Cookies,
Rusk
Bargaining power
of customers:
Other low price
biscuits, same cost
bakery items,
homemade snacks

7. Major-Competitors
Bakeries

8. Britannia
45%
Chocolate Cream Segment
Others
8%
ITC Sunfeast
6% Parle
Kraft Oreo
31%
10%
Overall Market Share
Britannia
33%
Parle
33%
Horlicks
Priya-Gold
Others
16%
1%
3%
ITC
11%
Kraft Oreo
3%
Parle-G
70%
Glucose Segment
Britannia Tiger
18%
ITC
Sunfeast
9%
Others
3%
A.C Nielson survey 2011
Moti-lal Oswal Survey Report March 2012

9. STP of Britannia
Segmentation
 It is mass production, mass distribution and
mass promotion of Tiger, Good Day for all
buyers
 Consumed by people staying in urban, semi
urban and rural areas.

10. Targeting
 Britannia as a whole inculcates ‘Selective
Market Specialization’ strategy.
 P1 – Good Day
 P2 – Pure Magic, Digestive
 P3 –Tiger,50-50,Milk Treat
 M1 – High income
 M2 – Mid income
 M3 – Low income

11. TARGETING AND POSITIONING
 TIGER:
 TARGETED ON KIDS
 POSITIONING IS DONE FOR MODERN MOTHER
 LITTLE HEARTS
 TARGETED ON YOUTH
 POSITIONING IS TO BE A SNACKS
 GOOD DAY
 TARGET ALL AGE GROUPS
 POSITIONING IS AS EVERYDAY BISCUITS WHICH
BRING HAPPINESS IN EVERYONES LIVES
 MARIE GOLD
 TARGETING HEALTH CONSCIOUS PEOPLE AND
ESPEACIALLY WORKING WOMEN
 POSITIONING AS A TEA TIME BISCUITS WITH
PROTEINS

12. Differentiation
• Large variety and range of biscuits
• Most intensive distribution coverage
• Britannia has an image that generates fun along
with a belief of good quality.
• Plays perfectly around it’s tag line “Eat healthy,
Think better”
• Britannia Nutrition Foundation-
“To secure Every Child’s Right to Growth and
Development through Right 2 Nutrition”.

13. Boston Consulting Group (BCG) Matrix is a four
celled matrix (a 2 * 2 matrix) developed by BCG, USA.
The horizontal axis represents relative market share
and the vertical axis represents market growth rate.

14. BCG Matrix of Britannia
Biscuits

15. STAR
Milk
treat
50-50
Little
Hearts
CASH
COWS
Good
day
Treat
QUESTION
MARKS
Pure
Magic

16. •Consumable goods
•Different sizes and shapes
•Good for health, tasty, attractive packaging
•Good quality and in a number of variants.
•Brand image of fun, taste and health.

17. •Market- penetration pricing for products
like Tiger.
•Product quality leadership for products like
Good day and Treat.
• Special event pricing in festive season.

18. •Advertisement- Television, newspaper, magazines
•Sales promotion-Small pack of 50-50 with Good
day, free gift pack in festive season, rural
marketing fair.
•Been a sponsor for many cricketers on Bats.
•Events-Britannia Khao World Cup Jao in 1999,
•Lagaan match in 2001
•Interactive web site

19. •Factories at
Kolkata,Delhi,Chennai,Mumbai,Uttrakhand,Bihar
and Orissa.
•All products can be found in all the places .
•Available in small stores to big retail outlets.
•Also, they are targeting college canteens as sole
contractors for the supply of biscuits and other
products.

20. Retailer Survey Analysis
 Type/age of consumers purchase Britannia
Low to middle income group. (>30 years).
 Shelf space given to Britannia
Maximum compared to other competitors.
 Major competitors of Britannia
Parle-G, Sunfeast cream biscuits, Priyagold
 Supply chain & packaging observed
Very efficient supply chain along with good packaging as compared to its
competitors.
 Flaws in Britannia brand/biscuit from retailer’s view:
Less schemes in bigger packs for better sales.

21. 45
40
35
30
25
20
15
10
5
0
Distribution N/W Good Profit Margin Discounts Variety

22. Consumer Survey Analysis
16
14
12
10
8
6
4
2
0
Tiger Bourbon Marie Gold Good Day Others(Little
Hearts,Treat)
Series1
Biscuit Preference
Reason for Buying
Price
24%
Taste
39%
Nutrition
10%
Others
27%

23. Recommendations
 Associate with various Government initiatives as mid day meals,
Sarva Shiksha Abhiyaan, National rural Health missions.
 Bring promotional schemes like free extra grams
 Improve packaging
 Give more margin to retailers and wholesalers
 Break the monotony. Introduce new flavours
 Open dedicated Britannia stores/outlets.