STP ,BRANDING AND PACKAGING STRATEGY OF BRITANNIA

1. Kunal Bhasin

2. 1892- Begins in small house in Kolkata with an investment of Rs295
1897- Acquired by Gupta brothers
1918- Englishmen CH Holmes partners with Gupta brothers and Britannia was
incorporated
1983- Sales cross over 100 crore
1993- Nusli Wadia of Bombay Dyeing took control from Britannia chairman
Rajan Pillai with the help of French food giant Danone
2009- Wadia buys out Danone and emerges the largest shareholder

3. SEGMENTATION
KIDS NUTRITION
TIGER
MILK
BIKIS
ADULT NUTRITION
MARIE
NUTRI CHOICE
DIGESTIVE

5. snacks
50-50
Little Hearts
Time Pass
Indulgence
Good Day
Cookies
Pure magic

6. Targeting and Positioning
Tiger
Targeted on kids
Positioning is done for modern mothers
Little Hearts
Targeted on youth
Positioning is to be a snack
Good Day
Targeted all age groups
Positioning done as everyday biscuits bringing happiness in everyone's lives
Marie Gold
Targeting health conscious people especially working women
Positioning as tea time buscuits

7. LITTLE
HEARTS
TIMEPASS
BOUR BON
MARIE VITA
TREAT
BISCUITS
JIM JAM
COOKIES
FRUIT
CREAMS
GOOD DAY
PURE MAGIC
MILK BIKIS
TIGER
BISCUITS
MARIE GOLD
NUTRI
CHOICE
INDULGENCE
HIGH
PRICE
HEALTH
LOW
PRICE

8. PRODUCT CONCEPT
ZINDAGI MEIN LIFE
ISKA TO HO GYA GOOD DAY
TIME-PASS
EAT HEALTHY, THINK BETTER
DIRECT DIL SE
KUCH HEALTHY, KUCH MASTI
A SLICE OF SUNSHINE

9. BRANDING AND PACKAGING