This document provides an overview of Britannia Industries Limited, including its history, products, competitors, marketing strategies, and SWOT analysis. Some key points: - Britannia was established in 1892 in Kolkata and is now India's largest food company and a leader in the biscuits market. - Its popular biscuit brands include Tiger, Good Day, 50-50, and Marie Gold. It also offers dairy products like cheese and milk. - Britannia utilizes promotional campaigns like cricket world cup tie-ins and uses brand ambassadors to promote its products. - A SWOT analysis identifies its strengths as a trusted brand with a wide distribution network, while threats include rising costs and competition from

1. Presentation on,
BRITANNIA
INDUSTRIES
--VENUS

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

5. COMPANY
OVERVIEW

6. Foot Prints Of BRITANNIA
INDUSTRY

7.  The company was established in 1892, with an investment of Rs.295. Initially,
biscuits were manufactured in a small house in central Kolkata.
 Later, the enterprise was acquired by the Gupta brothers mainly Nalin Chandra
Gupta, a renowned attorney, and operated under the name of "V.S. Brothers."
 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 and Peek Freans UK, acquired a
controlling interest in BBCo.
 Biscuits were in big demand during World War II, which gave a boost to the
company’s sales.
 By 1975 overtook the distribution of parries.
 The company name finally was changed to the current "Britannia Industries
Limited" in 1979.
 In 1982 the American company Nabisco Brands, Inc. became a major foreign
shareholder.
 By 1983 crossed 100 crores of revenue mark

9. Britannia Industries
Parent
Company Britannia Industries
Category Food Products
Sector Food and Beverages
Tagline/
Slogan Zindagi mein life
USP
India’s very own bakery and dairy products
brand that is trusted for its quality

11. BOARD OF DIRECTORS:
Name
Designation
Mr. Nusli Neville Wadia Chairman
Ms. Vinita Bali Managing Director
Mr. A.K.Hirjee Director
Dr. Ajai Puri Director
Mr. Avijit Deb Director
Mr. Jeh N Wadia Director
Mr. Keki Dadiseth Director
Mr. Nasser Munjee Director
Mr. Ness Nusli Wadia Director
Mr. Nimesh N Kampani Director
Mr. S.S.Kelkar Director
Dr. Vijay L. Kelkar Director

12. Management team:

13. Vision statement:

14. STP
Segmen
t Biscuits, dairy products.
Target Group
Middle and upper middle
class families, especially kids
Positionin
India’s leading manufacturer of
premium quality and healthy
biscuits, bakery and dairy

15. TARGETING AND POSITIONING
 TIGER:
◦ TARGETEDON KIDS
◦ POSITIONINGIS DONEFOR MODERNMOTHER
 LITTLEHEARTS
◦ TARGETEDON YOUTH
◦ POSITIONINGIS TO BEA SNACKS
 GOODDAY
◦ TARGETALL AGEGROUPS
◦ POSITIONING IS AS EVERYDAY BISCUITS WHICH BRING HAPPINESS IN EVERYONES
LIVES
 MARIEGOLD
◦ TARGETINGHEALTHCONSCIOUS PEOPLE ANDESPEACIALLYWORKINGWOMEN
◦ POSITIONINGAS A TEA TIME BISCUITSWITH PROTEINS

17.  Tiger
 Good Day
 50-50
 Marie gold
 Treat
 Milk Bikis
 Time Pass
 Nutri Choice also available for Diabetic people.
 Dairy Delights include few products like:
a) Cheese
b) Milk
c) Ghee
d) Butter
e) Assorted Breads

18. PRODUCTS:
 BISCUITS:

19.  DAIRY PRODUCTS:

20. NEW PRODUCTS BE EN LAUNCHED:

21. PRICE
To cater to different market segments, Britanniahas categorised its biscuitsinto 3 groups:-
I. LOWER SEGMENT
To target the price sensitivecustomers, the company has introduced biscuitsthat provide them value for money and have
nutritionalvalue.
 Tiger (100gms) – Rs. 5
 Milk Bikis (100gms) – Rs. 8
ii. MIDDLE SEGMENT
The company has a range of biscuitsthat lie in the mid-segment thatare light and include both sweet and saltyvariety.
 50-50 (135gms) – Rs.10
 Marie Gold (100gms) – Rs.15
 Time Pass (75gms) – Rs.15
 LittleHearts (67gms) – Rs. 10
 Nice time(100 gms)-Rs.10
iii. PREMIUM SEGMENT
The premium segment offers biscuitsthat have more to them in addition to the tasteand value for money. They offer a
wide assortmentof biscuitswith dry fruits and different cream flavours.
 Good Day (100gms) – Rs. 15
 Treat (100gms) – Rs. 12
 NutriChoice Digestive(100gms) – Rs. 12
Therefore, doing thishas enabled Britanniato widen itscustomer base.

22. PLACE
 For FMCG products, distribution channels are very important. For biscuits,
distribution and visibility are extremely important as it's partly an impulse
purchase product. And in biscuits, setting up a distribution channel is
anything but easy.
 Britannia Industries Ltd. is one of India's leading producers of biscuits and
other bakery products. The company is partially owned by the French
company Group Danone, one of the world’s largest food products
company. BIL has a widespread retail distribution network that services
400,000 retail outlets in 2,200 towns with the help of 2,500 distributors. In
addition to this, the company is constantly expanding its product portfolio
and retail network. Britannia's managers are constantly on the move,
given this breadth and depth of its business and the geographic spread
 The company’s plants are located in India’s four major metropolitan cities
— Kolkata in eastern India, Chennai in southern India and Delhi and
Uttaranchal in northern India. Combined, these facilities employ more than
4,300 people and yet only make 30% of the company’s products. Sixty-
one other contracted factories produce the remaining 70% of Britannia’s
product line.
 While the premium end of the market has seen a flood of new entrants,
including several multinational brands, Britannia, with its established
distribution network, appears to be in a better position to capitalise on the
growth in the mass market. Apart from stockists and sub-stockists,
Britannia has used traditional haats and melas to promote the Tiger brand.
It has made the ongoing Kumbh Mela a major promotion and sales outlet
to capture the rural market. Whenever there is a major mela or haat,
Britannia ensures that its brand is stocked in large quantities.

23. PROMOTION
 Eat Healthy, Think Better! - This tag line is something that has changed the face of
Britannia completely. This logo encapsulates the core essence of Britannia-healthy,
nutritious, optimistic-and combines it with a delightful product range to offer variety and
choice to customers. ”Swasth Khao Tan Man Jagao” promises the new generation a
healthy and nutritious alternative-that is also delightful and tasty.
 Britannia is widely recognised as an innovative marketer. The brand’s association with
cricket world cup schemes and the recent ‘Kaun Banega Crorepati’ and ‘Lagaan’ tie-
ups stand testimony to this. "Eat Britannia, Go for World Cup" was the theme adopted
in 1999. People bought the biscuit packs and searched for the lucky scratch for flying to
England to see world Cup Cricket match. The sales bounced 37% high on account of
this strategy. The scheme came alive again during the world Cup Match in 2002-2003
in South Africa. "Lagan - the super hit movie” brought fame to Britannia Biscuits also as
40000 buyers of Britannia Biscuit packs were invited to see and a small lucky group to
play the game with the movie Stars of Lagan. It proved to be a novel way to promote a
product - a perception in correct proportion indeed!! Britannia spends approx 10 % of
its sales on marketing.
 World Cup Promos:- Britannia India's Britannia khao, World Cup jao promotion
emerged as the most recalled sales promotion among all World Cup-related cricket
sales promotion activity, according to topline findings of market research agency NFO
MBL.
 The NFO study captured consumer response to all World Cup-related sales promotion
activity from 28,000 respondents, across 30 Indian towns and cities, from the period
between January and March 2003.
 Interestingly, biscuits captured the No.1 slot among all the categories surveyed, with 21
per cent respondents claiming to have seen or heard a biscuit-category related
promotion. This was followed by corporate promotions (11.5 per cent) and televisions
(4.8 per cent). Britannia had the highest promotion recall level among all brands (20.2
per cent), followed by LG Electronics (9.2 per cent), Samsung (3.6 per cent) and Pepsi
(2.5 per cent).

24.  Awareness of the promotions apart, 7.6 per cent of the respondents
surveyed eventually availed of any World Cup related sales promotion. In
this category too, Britannia came out tops, accounting for 77 per cent of
all the promotions availed. Other significant promotions most availed by
the respondents were from Colgate, LG Electronics, Frito Lay, PepsiCo,
Lehar Kurkure and Samsung. Geographically, people of Chennai were
the most inclined to avail World Cup related promotions, scoring over the
other metros. According to the NFO findings, 11.8 per cent people from
Chennai availed of the promotions.
 Also, the proportion of women availing the promotions was marginally
higher than men, at 8.9 per cent. The questions put to the respondents
included ability to describe the promotion and whether the promotion was
availed of or not.
 In fact, such schemes accounted for 62.2 per cent of the promotion
descriptions recalled by all the respondents.
 Contests in the form of gift offers, slogans, scratch cards and related
items were played back by 14 per cent of the respondents interviewed,
according to the NFO findings.
 Britannia Lagaan Tie-up:- Under this scheme people who purchased a 95
to 100 gm. pack of Tiger biscuits got a special 'Britannia Lagaan Booklet'.
10,000 early birds were supposed to win a prize with the possibility of
being selected in the team that would play against the 'Lagaan XI' team.
Mr Sunil Alagh, MD and CEO of Britannia Industries at that time reported
that Britannia pumped in around Rs.2.5 crores to ensure the success of
this promotional offer that resulted in a growth of 20% for Tiger biscuits.
The company’s Britannia Lagaan Match for the promotion of its Tiger
brand met with a great success.
 So far, Britannia has been using Saurav Ganguly, Sachin Tendulkar and

25. New tagline “ZINDAGI MEIN LIFE”:
They said,
“To create a strong bonding that our customer's
have with BRITANNIA , we aspire to have most
loved food brand and this is in line with our goal”.

26. SWOT ANALYSIS
SWOT Analysis refers to the strategic planning process which is used to
evaluate the strengths, weaknesses, opportunities and threats which exist in
any project
 Strengths: the various attributes of any individual / company which can be
helpful in achieving the various objectives.
 Weaknesses: the various attributes of any individual / company which
might harm in achieving the objectives.
 Opportunities: the various external conditions which are helpful in the
achievement of the objectives.
 Threats: the external conditions which can damage the objectives.

27. SWOT Analysis
Strength
1.Around 120 years in the industry
2.India’s most trusted brand with strong brand recall
3.Widely accepted in all generations.
4. Strong distribution network ensuring proper
availability of the products even in the remotest of
areas
5.Major share in biscuits industry
6.Marketing and advertising efficiency
7. Innovative products for health conscious people like
oats and porridge, Nutri Choice biscuits for diabetes
patients, Vita Marie Gold, etc.
8. Strong presence in rural markets
9. Products for all food and snacks segments

28. Weakness
1.Lower market share in dairy segment
2.Similar products produced by many 3.companies means high
brand switching
Opportunity
1.Increase in purchasing power of people in India
2.Increase its share in the dairy industry
3.Generate employment opportunity
4.Expansion in other countries.
5.Increasing demand for diet, sugar free biscuit
Threats
1.Lower price offering competitors
2.Local dairies and bakeries
3.Inflation can cause fall in sales and revenue
4.Rise in cost of raw materials

29. BRAND AMMBASDORS OF
BRITANNIA

32. Porter’s 5 Forces Model
BRITANNIA
Bargaining power
of suppliers:
Wheat, Sugar,
other commodities,
increasing price
Potential entrants:
High end Biscuit
varieties,Traditional
Indian Snacks,
Breads, Package
Snacks, Bakery
Products
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

33. CONCLUSION
 Interpretation of the buying behaviour of customers has showed that people prefer
Britannia primarily because of the good brand image and then quality.
 There is no interdependency between the buying behaviour of the customers and
their age groups.
 There existsa high level of awarenessamong the people towards the brand
Britannia.The brand acts a synonym of biscuits for them.
 The highest selling brand for vendors stands to be Britannia.
 Britannia charges a premium for its biscuitsbecauseof its brand image, quality and
taste.
 Britannia is the largest player in the branded and organized biscuit industry with a
value and volume market share of 38% and 32% respectively.
 Parle is acting as the biggest competitor for Britanniabecause of having a similar
brand equity and lower prices of its products..
 TV advertisementsinfluence the buying patterns of the customers.
 Combo Offers act as the most efficienttool for making people prefer one brand
over others.

34. 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.

35. THANK YOU,
&
WE LOVE U SIR

36. PRESENTED BY, VENUS GROUP:-
 MALLIKARJUNA.T.R
 JESSICA.T.S
 MANJULA.B.S
 LAKSHMINARAYANA
 MANASA PATIL
 THRIVENI
 HIMABINDU
 KIRAN.K.G
 MAHANTESH