simple lucid presentation of britannia industries of stp & swot.

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