Britannia launched its Healthy Start product line to target health-conscious consumers like housewives, office workers, and students. Its integrated marketing communication strategy aims to position Healthy Start as a nutritious, balanced, and complete breakfast option without negatives like trans fat or preservatives. The strategy involves television, radio, and print advertising on channels and publications like ESPN, Colors, Radio Mirchi, Times of India, and Hindu. Brand ambassadors like Madhuri Dixit will be used to promote Healthy Start. If executed properly, this integrated marketing communication strategy could help Healthy Start gain significant market share and compete strongly with major competitors.

1. IMC STRATEGY FOR BRITNNIA HEALTHY START
PRESENTED BY:-
SURYA PAKASH TIWARI(12)
RAHUL RAJ(24)
UMA SHANKER(32)
DEBASREE DAS(33)
P.NAVEEN(40)

2. CONTENTS
1)INTRODUCTION
2)PRODUCT LINE.
3)COMPETITORS
4)TARGET CUSTOMERS
5)AIM OF IMC
6)MEDIA STRATEGY
7)MEDIA VEHICLES
8)BRAND AMBASSDORS
9)CONCLUSION

3. INTRODUCTION
• Started in year 1892.
• Business acquired by Gupta brothers in
Kolkata.
• Mumbai factory was set up in year 1924.
• Company name was changed to the current
Britannia Industries Limited in 1979.
• The company has been growing at 27 per cent
a year.

4. PRODUCT LINE

5. TARGET CUSTOMERS
– HOUSEWIVES.
– OFFICE GOING PEOPLE.
– STUDENTS.

6. COMPETITORS
• MTR.
• GILTZ.
• ITC FOODS.
• PARLE.
• KELLOGS.
• NESTLE

7. Aim of integrated marketing
communication
• To differentiate the brand from competitors.
• To position the brand as a nutritious &
complete food.
• To position as no.1 ready to eat segment.
• Position as a happy, vibrant, fun loving brand.
• To promote the benefits of the product.

8. PROPOSITION OF BRITANNIA HEALTHY
START
• Balanced Meal: Each meal is prepared to include different
food groups so that you have a healthy balanced breakfast
• Wide variety: Includes South Indian, North Indian, Chinese
and Western breakfasts to satisfy a wide variety of
consumer tastes.
• Healthy Grains: All the grains we use are either bigger sized
(for satiety) or with lower starch levels to reduce fat and
help in quicker cooking.
• 100% Real Veggies: We use vegetables preserved with Nutri
Freeze science that retains upto 95% of nutrition and taste.

9. CONTD….
• Filled with flavor: Exciting spice mixes made
from real spices.
• No Negatives: No transfat, cholesterol, MSG or
preservatives.
• Special Packaging: Double layer packaging to
retain freshness and aroma

10. MEDIA STRATEGY
TELEVISION:-
- ESPN,STAR CRICKET AND STAR SPORTS.
- SET MAX.
- COLORS.
RADIO:-
-RADIO MIRCHI(98.3)
-RADIO CITY(91.1)

11. MEDIA VEHICLES
• THE TIMES OF INDIA.
• HINDUSTAN TIMES.
• THE HINDU.

12. BRAND AMBASSDOR
• MADHURI DIXIT.
• SRI DEVI.
• SMRITI IRANI.
• HEMA MALINI.

13. CONLUSION
• If these promotional activities and
communication strategies will be done
properly, then it is going to tap huge market
and can give tough competition to the major
players like MTR,GLITZ etc.

14. Thank u