Britannia Industries is one of the leading food companies in India. It produces biscuits, breads, rusks and dairy products. Britannia has a wide range of popular biscuit brands like Tiger, Good Day, 50-50 and Marie Gold. It also sells dairy products like cheese, butter and ghee. Britannia follows a marketing mix strategy involving its product range, competitive pricing, promotions and wide distribution network. It targets middle and lower middle income customers by keeping prices low while maintaining quality. Britannia has emerged as the market leader in the Indian biscuit industry through effective use of its marketing mix over the decades.

1. Om sri sai rama
PROJECT REPORT ON
MARKETING MIX
ON
BRITANNIA INDUSTRIES
LIMITED
SUBMITTED BY:-
V.SAI.DHEERAJ
124531

2. OM SRI SAI RAMA
AN OFFERING @ THE LOUTS FEET OF
BHAGAVAN SRI SATHYA SAI BABA
THE INDIAN BISCUIT INDUSTRY

3. The Indian biscuit industry is the second largest industry in the world after U.S.A. Biscuit
industry is one of the biggest industry in India and having a turnover of RS 3000cr. The
industry is divided into two categories namely organized and unorganized sector.60% of
biscuits produced in India are from the organized sector and remaining from
unorganized sector.
Government has established The Federation of Biscuit Manufacturers of India (FBMI)
which has confirmed a bright future of India Biscuits Industry in the year 1953.
An overview:
60%
40%
Chart Title
organised sector
unorganised sector

4. History about Britannia industries:
Britannia biscuit company was started in 1892 in Calcutta (now Kolkata) with an
initial investment of Rs. 295. The company we all know as Britannia today. Gupta
brothers owning the Britannia biscuit company limited (BBCo) which is a tiny
company that time having a stake along with of English business man C.h.homles.
At the time Second World War there was demand for biscuits at the same the
time Britannia reached the pinnacle in sales.in 1979 the company (BBCo) changed
into Britannia industries.
SUPERB
Introduction:
Britannia industries is one of the premier leading food industry of India. According to the
FORBES, BRITANNIA INDUSTRIES is rated one of the top 200 small companies of the world.
The company has been voted one of India’s 100 most trusted companies, as listed in the
Brands Trust Report. Britannia is having a market share of 38 %. Britannia is the first
company to remove trans-fat from the biscuits. Britannia industries is mainly involved in
production of biscuits, dairy products, cakes, rusks. The Britannia industry is also known as
“THE BISCUIT KING OF INDIA”. In the recent years, Britannia is making several healthy
endeavors in the bakery industry, which are expected to not only infuse health in the
snacking and breakfast habits, but can also reshape the contours of the Indian bakery
industry in the times to come. Britannia changed the attitudes of the customer by
“HEALTHY START” Britannia industries provides the nutrition food through ready to cook
which comprise of upma, oats in masala, vegetable etc. The logo of Britannia industries
plays a vital role because it consists of “EAT HEALTHY THINK BETTER”
Now a day’s people are thinking about the obesity & they are fully health
conscious. As the products of Britannia includes nutrition, vegetables etc., promising the
new generation with good health. The Britannia industries is having the manufacturing units
in Kolkata ,Delhi ,Chennai ,Uttaranchal& company is planning to setup small manufacturing
units. Britannia products will be available in Sri Lanka & Middle East countries.

5. (Source: Wikipedia)
Awards won by the Britannia industries limited:
Marketing mix of
Britannia industries
Marketing mix helps the company to create demand for the product and to influence the
consumers to buy the product. These 4p’s help the organization in the launching of the product.
It is a set of gears residing of product, price, promotion, and place. Therefore marketing mix is
also known as 4p’s of marketing. These slices of bread of marketing mix helps the organization
in plane run of the product.

6. Products:
Product is first slice of 4p bread. Products can be divide into two types i.e., tangible &
intangible products. Britannia products are of palpable products because these can taste, smell,
touch.
There are three types of products:
i. Core product: It deals about what really wants?
ii. Actual product: It deals about brand name,features,quality,design,packing of the products.
iii. Augmented product: It deals about warranty, after-sale services etc.
PRODUCT PRICE
PLACEPROMOTION

7. For example: The customers want satisfy its hungry he will go and by the Britannia
product like tiger, it means the consumers satisfy his hungry it is known as core product. If the
same customer goes the store and about a particular product like 50-50, Marie gold etc. It means
the actual product. If the customer purchase the dairy product of Britannia like curd, ghee etc. the
company must be ready to take it back when it is expired which is known as augmented product.
If anyone person go and ask any consumer of Britannia products they will tell that it
is very difficult to select the products because Britannia not only manufacture the biscuit but it
also other bakery items like cakes, rusks and dairy products including milk, butter, ghee, etc.
etc. industries mainly deals with bakery products. Britannia created a brand by itself by creating
different type of products.
Popular products forming a part of marketing mix of Britannia
 Britannia Tiger
 Britannia good day
 Britannia nice time
 Britannia treat
 Britannia 50 50
 Little hearts
 Bourbon
 Britannia Marie
 Britannia bread and bakery products
 Veg cakes
 Britannia dairy products like Cheese, Butter, Ghee, etc.
 Britannia nutri choice range of products

8. Dairy products:
Dairy products contribute nearly 10% of the total Britannia revenue. Britannia
industries produce Dairy products like buttermilk, cheese, milk, dhai, ghee etc. Britannia
collaborated with agricultural country i.e., New Zealand for procurement of milk for preparing
cheese, buttermilk etc.
BRITANNIA
PRODUCTS
BAKERY
PRODUCTS
BISCUIT
Eg:GOODDAY,
MARIEGOLD,50-
50
ETC.
CAKES RUSK
DARIY PRODUCTS
Eg: MILK, BUTTER,
CHEESE, GHEE, DAHI,
MILK-BASED READY TO
DRINK BEVERAGES &
DAIRY WHITENER
HEALTHY
PRODUCTS
Eg:UPMA.OATS
,PHOAS

9. Biscuit products:
Most of the revenue for Britannia industries will come from biscuit products. Biscuits include
tiger, good day, little hearts, Marie gold, bourbon, 50-50biscuits, milk-bikes, Treat Fruit Rollz,
etc.,. Company targeted on middleclass & lower middle class people in the society. Britannia
comes in variety of shapes and different forms. Britannia is having a very lengthy product mix of
products. Example for product mix:
biscuit
goodday
cashew&badam
cashew&butter
chocolate
badam & butter
nutrichoice
5grain
oats
ragi
sugaarout

10. Famous Brands from the Britannia Biscuits:
MARIE-GOLD: It is one of the oldest brands of Britannia. Marie gold is a loved brand for tea
break. These biscuits are made of wheat, minerals etc.
GOOD-DAY: Good-day is ever-green product from Britannia. Good-day crated revolution in the
cookies (small flat sweet cakes) segment. Britannia launched good-day in 1986 in two
assortments Cashew& Butter.
50-50: 50-50 Biscuit has a hatke taste and youthful appeal. Britannia introduces these biscuits in
1993.Britannia introduced 50-50 in maska Chaska and in 2008 they introduced as in another
variant by name of sweet & salty.
MILK-BIKIS: milk-bikis biscuit come with smiley faces and are full of milk-cream that makes the
children popular. Britannia promoted these products has “eating milk”. Introduces in 1996.
TIGER: launched in 1997.Tiger biscuits are the prevalent brand in the child segment and
provides both fun and energy. In year 2012 tiger biscuit went through a formulae change in
order to include the iron, vitamin A&D, Calciumetc. Parle-G & tiger biscuits are the main
players in kids segment.
BOURBON: Bourbon journey started from 1955beacuse of the taste of the biscuit.it consists of
thick, rich and tasty Choco placed in the between two Choco biscuits, crowned with sugar
diamond
TREAT: the vital reason for making the treat biscuit for kids of all ages. Treat is the much-loved
range of cream goodies is Britannia treat .introduced in 2002.
NUTRICHOICE: These biscuits are mainly focused on the un-healthy employees, diabetes, etc.as
these biscuits are mainly focused on the health nevertheless do not compromise in taste.
BRITANNIA BREAD & RUSK: Britannia bread is available from the formation of the company.in
recent years company has introduced the whole wheat bread as a part of “eat healthy-think
better, and Britannia rusk is launched in 2005.Rusk are made of good ingredients and bake for
twice give the crispy taste to the rusk.

11. Healthy products:
Britannia innovatively created a healthy products for the employees who will be
hurry to their work. Britannia created an instant mix which will be easy to cook.
Britannia called these as ready-to- cook products which include vegetables,
nutrition’s etc., which can made in span of 5 minutes by mixing hot water to the
recipe. The ready-to-cook products include upma, oats, pohas etc

12. Price:
Price is the cost of the product that the customer pay to in terms of the monetary value.
Pricing the product plays an important role for the company to achieve major market share.
Pricing Company has to factors like fixed &variable costs, company objectives, competition, etc.
Price is one of the main factor that affect the consumer buying process. In others words price is
the amount paid by the consumer to the product. Britannia followed the pricing strategies
adopted are:
1. Competition pricing: Britannia set a price which is reasonable when compared with
competitors.
2. Product line Pricing: pricing the different products within the same product line @
different price points. The healthier the benefit and the feature given the superior
consumer will pay. This pricing discrimination helps the company in maximizing the
profits.
3. Bundle pricing: Bundles a group of products at a reduced price when providing the
family packs.
4. Value-based pricing: Value -based pricing means provide in the good quality product&
good service for the good price.
The Britannia Company mainly focus on the middle class& lower middle class families.
Britannia has worked a lot on fixing the price of its biscuits. Therefore the Britannia products
will range from RS: 5 to RS: 40 only. Thus, Britannia products are much better in quality and are
good in price as well. The pricing strategy along with distribution has been so strong, that
people buy these products even on Railway stations and while traveling, instead of buying local
snacks.
Some of the prices of the Famous Britannia products:

13. Product name weight price
Britannia good day
coconut butter biscuit
180gm Rs 35
Good day 90gm Rs 12
Good day Chaco-nut
cookies
90gm Rs 15
Good day 180gm Rs 23
Good day 180gm Rs 23
Marie gold 337gm Rs 25
Product name weight price
Britannia good day
coconut butter biscuit
180gm Rs 35
Good day 90gm Rs 12
Good day 180gm Rs 23
Good day 180gm Rs 23
Marie gold 337gm Rs 25
Britannia good day
coconut butter biscuit
180gm Rs 35
Good day 90gm Rs 12
Good day Chaco-nut
cookies
90gm Rs 15
Good day 180gm Rs 23
Good day 180gm Rs 23

14. Promotion:
Promotion is the invitation given to the general public telling that the product as
come from the company as to persuade the public to buy the product. Now-a-days company
are spending huge amounts on the promotion of the products & services. Britannia company
promote there through advertising which include print ads, broadcast etc. ,sales promotion
during festive seasons etc.,.Most of advertisement for products will happen through buzz
marketing because of the taste & quality of the biscuit. Salman khan acted as a brand
ambassador for the tiger brand. Britannia is increase its sales by providing festive offers.
Britannia create innovate offering to public which include tiger energy drink, nutrichoice etc.
Following are some of the Britannia promotional strategies:
Britannia khao world cup jao:
Britannia launched consumer promotion scheme, to make strong its association with cricket. It
is three month promotion that assure a free day trip to London for fifty lucky consumers of
Britannia products, dinner with master blaster sachin tendulkar& Along with a one day special
training from the Rahul dravid & ganguly. The offer wont stops here Britannia offers 1cr prizes
like TV, stereos, cars etc.
Britannia khao world cup jao slogan on the packing of the product. The consumers are required
to collect the 100runs on the purchase of Britannia products and redeem these for scratch-
Cards .The Company gained a 10-20percent jump in sales of its products during promotion
period.
--->Another excellent example of sport personality craze and innovation came from Britannia.
The company started offering the cricket players cards, wwe cards along with purchase of

15. Britannia treat biscuit packet. This innovation conversion of craze for cricket & cricketing stars
exploited with a fresh perspective.
These promotion strategies helps the Britannia to strengthening its brand association with
cricket.
Driving sales through focus on new and renovated offering:
Britannia has increased its sales by announcing variety and revamped offers to his
customers during the festive seasons. Example like introducing tiger –zon chocolate & almond
milk, treat fruit-creams, vita mariegold etc.
Television ads
Print ads

16. Place:
Place is where the product is available to the target consumers to buy. 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.

17. Conclusion:
Britannia is sound established company in the biscuit industry. Britannia is having the
consumers are spread all over the country. If the company can enter into the chocolate industry
where there are only two competitors i.e., Cadbury & nestle. Britannia through its brand image
can give great competition to the competitors. Britannia must try to improve in scm and to have a
strong distribution in rural markets.
Reference:
www.marketing91.com/marketingmix of Britannia industries
www.mbaskool.com
www.britanniaindustriesofficalwebsite.co.in
www.indianmirror.com/indian-industries/biscuit.html
www.wikipedia.com
BRITANNIA
NORTH
SOUTH DISTRIBUTOR WHOLESELLER RETAILER CONSUMER
EAST
WEST