This presentation deals with the marketing front of various Britannia biscuits and is marketability in current indian market. apart from that this presentation also tries to derive customer value proposition by the means of segmentation targeting and positioning. various elements of marketing apart from STP has been used such as USP tag line, competition, pricing comparison in contrast to its competitors and evaluation of the same. other than that primitive marketing strategy of Britannia and advertising along with the 5 M's of advertising in context to Britannia is also explained here.
DISCLAIMER- certain data in this slide has been taken from other materials like dox and slides.
3. History
The company was established in 1892.
Biscuits were manufactured in a small house in central Kolkata.
Later, the enterprise was acquired by Gupta brothers mainly
Nalin Chandra Gupta.
In 1918, C H Holmes, an English businessman in Kolkata, was
taken on as a partner and The Britannia Biscuit Company
Limited (BBCo) was launched.
The Mumbai factory was set up in 1924.
Biscuits were in big demand during World War II, which gave a
boost to the company’s sales.
The company name finally was changed to the current
"Britannia Industries Limited" in 1979.
6. BRITANIA BISCUIT
The company's factories have an annual capacity of 433,000
tonnes.
In a separate dispute from the shareholder matters, the
company alleged in 2006 that Danone had violated its
intellectual property rights in the Tiger brand by registering and
using Tiger in several countries without its consent.
The dispute was resolved in 2009 with Britannia securing rights
to the Tiger brand worldwide, and Danone paying Rs220 million
to utilise the brand.
7. BRANDS
Vita Marie Gold
Tiger,
Nutrichoice Junior,
Good day,
50 50
Treat
Pure Magic
Milk Bikis
Good Morning
Bourbon,
Thin Arrowroot
Nice
Little Hearts
9. A Marie is a type of sweet biscuit similar to a Rich
tea biscuit.
It is made with wheat flour, sugar, vegetable oil
and, unlike the Rich tea biscuit, is typically vanilla
flavoured.
10. Consumption pattern
Like the Rich tea biscuit, many consider the Marie's plain
flavour particularly suitable for dunking in tea.
Other popular methods of consuming the biscuit
includes using two to make a sandwich with butter and
marmite or condensed milk spread in between;
covering it with golden syrup; or crumbling it up in
custard and jelly.
14. STP
Segment Taste and Quality conscious children and adults
Target Group All age groups middle and upper class people
Positioning A biscuit to be had along with tea
16. PRICING
BRITANIA MARIE - Rs 27 To 30
Parle marie – Rs 25 to 27
Priya gold marie – Rs 30 to 35.
Very competitive price with excellent
brand recognition
17. SWOT ANALYSIS
Strength
Pricing is low which gives advantage for a high quality
product
Good advertising and visibility through TVCs and print
ads
Good product quality and packaging
Britannia's distribution and brand name has strong
impact
Marie is recommended by dieticians as a perfect snack
to take with tea etc
18. Weakness
Many competitors in this segment means limited market
share
Customer loyalty is lesser in food markets and there is
high brand switching
19. .Opportunity
1. Tie-up with corporates/hotel chains
2. Perfect companion for Coffee/Tea so can
be marketed with Coffee chains
20. .
Threats
1. Threat from wafer and salted snacks segment
2. Similar local and international branded biscuit
categories.
3. Parle innovated Digestive Marie
28. PRICING
PARLE G – Rs 5
TIGER – Rs 10 to 25
Though Parle G had clear price
advantage. Britania counters by
producing multi flavour of the same brand
like orange, vanilla, chocolate, strawberry
and more and further increasing the
visibility by targeting kids segment.
29. SWOT ANALYSIS
Strength
Pricing is low which gives advantage for a
high quality product
Good advertising and visibility to tap
children
Good product quality and packaging
Britannia's distribution and brand name
has strong impact
30. Weakness
Many competitors in this segment means
limited market share
Food product means limited shelf life if
retailer or grocery doesn't sell on time
31. Opportunity
Tie-up with schools as a part of meals
Untapped rural market and global market
32. Threats
Similar biscuit categories.
Other food products or snacks needed for
growing children.
Customer brand switching is high.
36. TAGLINE
Melt in the mouth,
Dil sabka actually sweet hai,
'Direct Dil Se'
37. USP
First time sugar-coated biscuits were
retailed in pouch packs.
38. STP
Segment Youth segment
Target Group
Young adults, middle income, youngsters who
openly express their feelings
Positioning
Biscuits which would help youngsters to openly
express their feelings
40. PRICING
Britannia little hearts – Rs 5 to 12
Pale Hide n Seek – Rs 25
Price wise Britannia has a clear major
edge over Parle.
41. SWOT ANALYSIS
Strength
Pricing is low which gives advantage for a high
quality product
Good advertising and visibility
Good product quality and packaging
Britannia's distribution and brand name has strong
impact
Unique sugar-coated and heart shaped biscuits
are very popular amongst youth
42. Weakness
.Lower presence in rural markets
Low visibility as compared to salted snacks
46. This rich biscuit enjoys a fan following of consumers
across all ages.
Good Day is amongst the fastest growing brands
in Britannia's portfolio and is today the market
leader with almost 2/3 share of the market. The
brand is synonymous with everyday treats that
infuse happiness into people's daily lives.
47. Consumption pattern
Time Pass Biscuit
Mainly based on impulsive capitalization.
Come in assorted segment to
Psychologically target premium segment
of all age
51. STP
Segment Quality conscious children and adults
Target Group
All age groups Lower, middle and upper class
people
Positioning
Everyday treats that infuse happiness into people's
lives
53. Pricing
GOOD day – Rs 27 – 30
Unibic Cookies – RS 40 or more ( assorted
segment)
Parle – Rs 25 – 30
54. SWOT ANALYSIS
Strength
Pricing is low which gives advantage for a high
quality product
Good advertising and visibility
Good product quality and packaging
Britannia's distribution and brand name has strong
impact
55. Weakness
Many competitors in this segment means limited
market share
Food product means limited shelf life if retailer or
grocery doesnt sell on time
56. Opportunity
Tie-up with schools and corporate as a part of
meals
Untapped rural market
57. Threats
Severe threat from wafer and salted snacks
segment
Similar biscuit categories coming up fast
62. USP
Thick, rich and delicious chocolate packed
between two crunchy chocolate biscuits.
63. STP
Segment Quality conscious children and adults
Target Group All age groups middle and upper class people
Positioning
The biscuit you can carry when you hangout on
any occasion
66. SWOT ANALYSIS
Strength
Price is an advantage as its reasonable for people
for spontaneous buying
Good advertising and popularity specially
amongst children and youth
Good product quality and packaging
Nano packs, party packs, gift packs etc gives
choice to customers to buy
Excellent distribution through Britannia's distribution
network
67. Weakness
Limited target audience i.e. people who prefer
chocolate
Global presence is limited. Also rural distribution is
not high
68. Opportunity
Tie-up with corporates/hotel chains
Launch various flavours for the cream
Have more distribution in rural areas as well as
global markets
69. Threats
Threat from wafer and salted snacks segment
Similar biscuit categories e.g. Sandwich Biscuits
Chocolates
75. STP
Segment Quality conscious children and adults
Target Group
All age groups Lower, middle and upper class
people
Positioning Novel and exciting taste experience
77. Pricing
50 50 – Rs 10 to 30
Krack jack – Rs 10 to 30
Priya gold – RS 5 TO 30
Though priya gold has clear price advantage
but it lacks the band visibility and presence as
the other two competitor
78. SWOT ANALYSIS
Strength
Pricing is low which gives advantage for a high
quality product
Good advertising and visibility
Good product quality and packaging
Variant such as Maska Chaska available to make
the brand stronger
Britannia's distribution and brand name has strong
impact
79. Weakness
Many competitors in this segment means limited
market share
Food product means limited shelf life if retailer or
grocery doesnt sell on time
80. Opportunity
Tie-up with schools as a part of meals or with food
chains/restaurants
Untapped rural market
81. Threats
Threat from wafer and salted snacks segment
Similar biscuit categories
82. GENERAL PRICING STRATEGY
All the biscuit under Britannia has kept
appropriate pricing.
Every biscuit has economy packs to family
packs.
This style covers every economic
segments in the market.
83. PROMOTION
SALES-PROMOTION – e.g. Eat healthy ,Think
better, Buy Britannia ,see cricket ,eat only
Britannia
Exchange 4 empty packs with a booklet ,
when Tiger was introduced in the market.
Britannia supplied note books , scales pencils
to children in the name of its new brand of
cost .
Britannia is providing small gifts in the Britannia
treats pack.
84. PUBLIC RELATION+ DIRECT MARKETING
Buying biscuits means buying health
nutrition and food.
Britannia conducted by Qualitative and
Quantitative research , surveying over
5000 consumers , how they perceived the
brand .
85. PLACE
Communication Channel – T.V , RADIO , other
wireless
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 .
86. 5 M’s Of advertising
Measurement – in 2000
among top 300 forbes co.
and increases sales of 37%
Message-Britannia Khao
World Cup Jao
Money – 100 million on adv
promotion
Media- tv ,live spectators and
print
Mission-20% sales
increase and
brand saliency