Britannia was established in 1892 in Calcutta and is now one of India's most trusted brands. It manufactures biscuits, bread, and dairy products. Some of its most popular biscuit brands which generate over 300 crores annually are Tiger, Good Day, and Marie. Britannia targets different age groups with various products and engages in promotional activities. Its major competitors are Parle, ITC, and local bakeries, but Britannia has the largest market share due to its wide distribution network and innovative advertising.

2.  1892 in Calcutta (now Kolkata) with an initial investment of Rs. 295.
 1979 Britannia Biscuit Company was re-christened Britannia Industries Limited
(BIL). Four years later in 1983, it crossed the Rs.100 cr
 Principal activity in the manufacture of biscuit, bread, rusk & dairy products.
 In 1997, the company unveiled its new corporate identity -"Eat Healthy,“ Think
Better”
 Britannia is one of India's 100 Most Trusted brands listed in The Brand Trust Report
 Forbes Global rated Britannia, One amongst the Top 200 small companies of world.
 Received the most respected company award 2011 from Business Standard.

4. PRODUCT
 Britannia product is available in all Over India.
 Tiger, Good day & Marie worth 300 crs in annual
sales.
 Product are available in a number of variants.
 The product are available in attractive packaging
 Products Punch lines:-
50-50:-“Very Very Tasty Tasty
Little hearts:- “ Direct Dil Se”

5.  All products are easily available all over India.
 Available in all from small stores to big retail
outlets.
 Through a joint venture with the Khimji Ramdas
acquired 70% beneficial state in Dubai based.
 Acquiring the 49% stake of joint venture partner
Fonterra in the dairy business.

6. Product Name Weight Price
Good day ( BRITANNIA) 100gms Rs 10.
Marie gold(BRITANNIA) 337gms Rs 25
Marie light( ITC LTD) 137gms Rs15
Sunfeast ( ITC LTD) 90gms Rs 12.

7.  Advertisement:- Television, newspaper &
magazines
 Events-Britannia Khao World Cup in 1999
 Sales promotion small pack of 50-50 with
good day, free gift pack in festive season
 Britannia’s SHUBH KAAMNAYEIN for special
festivals like Diwali, Holi, Raksha bandhan
 Britannia brands are endorsed by celebrities
e.g. Salman khan

8.  Age group:- different products for different age
group e.g:- Tiger for kids, Little hearts for youth.
 Consumed by people in urabn, semi urban &
rural ares.
 Niche marketing segment for those who
individually are on the go, company introduced
small packs.

9.  Tiger targeted on kids
 Little hearts targeted on youth
 Good day targeted on all age groups
 Marie gold targeted health conscious people

10.  Little hearts positioned to be snacks
 Marie gold positioned at tea time biscuit
 Good day positioned for everybody for
spreading happiness
 Tiger biscuit positioned for growth & energy
in kids among masses
 USP of brand:- Trust among consumers

11.  The major competitors of Britannia are as
follows
 BRITANNIA:- 48%
 PRIYA GOLD:-20%
 PARLEG:-16%
 PURE FOODS:-8%
 OTHERS:-8%
BRITANNIA
PRIYA GOLD
PARLE-G
PURE FOODS
OTHERS

12. STRENGTH
Extensive distribution network, Innovative
advertisement
WEAKNESSES
Low penetration in rural market, not an extensive
overseas market
OPPORTUNITIES
Increasing demand for diet & sugar free biscuit,
targeting interior areas of India
THREATS
Margin war among the major brands, local bakery
product