part 1 marketing mix

1. MARKETING
MANAGEMENT
Presented By:
Nasrun nissa
Jane chifundo mwitha
Salman ayoob s
Kiran c
Vineetha

4. Marketing mix is a tool used in marketing and
by marketers
1. Produce or manufacture the product according to
consumer’s need
2. Make it available at a price that consumers’ find
reasonable
3. Supply the product to the consumer at different
outlets they can conveniently approach
4. Inform the consumers about the product and its
characteristics through the media they have
access to
According to Phillip Kotler: - Marketing Mix is the set
of controllable variables that the firm can use to
influence the buyer’s response

5. Product: refers to the goods and services offered by the
organization
 The bundle of benefits which the marketer offers the
consumer for a price
Price: the amount charged for a product or service
Highly influenced by demand. Competition, government policies,
cost, consumer’s ability to pay, etc

6.  Parle was established in 1929 by the Chauhun family
 It was intended to bring joy and cheer to children and adults alike in a
British dominated India
 Its initial products were sweets and toffees, a decade later it upgraded to
manufacture biscuits as well.
 The Parle company was divided into three separate subsidiaries of
companies, which was owned by the Chauhun family group.
 These three companies were Parle Products, Parle Agro and Parle Bisleri.
 The Parle products became successful after growth and markets for glucose
biscuits and Parle – G biscuits
 The products for Parle mainly consist of Biscuits, Sweets products and
snacks.

8. PARLE
PARLE
PRODUCT
PARLE
AGRO
PARLE
BISLERI

9. PARLE PRODUCTS
Parle products consist of the following:
 Biscuits
 Sweets confectionery
 Snacks
The highest and fastest selling product under this company is Biscuits. It has
the largest number of shares and it plays a vital role in the Biscuit industry.

10. BISCUITS
Biscuits are fond of everyone, kids, adults, old and new generations.
Parle brings a wide variety of Biscuits which gives consumers a wide range
to choose from.
Types of biscuits
Parle G
Glucose
Krackjack
Monaco
Kreams
Hide & seek Hide & seek
milano
Hide & seek
Bourbon
Milkshakti
nimkim
20 – 20
cookies
Golden arcs Festo
Top
Parle coconut
cookies
Parle-G magix
Hide & seek
fab

11. PARLE G
Parle G is one of the world’s largest selling biscuits. It one of the healthy
snacks for a large number of people in the world.
People consume them for the value offered and also due to good taste.
The price varies from 2 Rs, 5 Rs to 20 Rs

12. Krackjack
Parle introduced sweet and salty biscuit which it named krackjack. This
biscuit is crispy and delicious with equal amount of sweet and salt in it.
It is generally consumed during evening tea or snack in the morning
The price varies from 5 Rs to 20 Rs

13. Monaco
Parle introduced yet another brand which is referred as a salty biscuit
called Monaco.
The Monaco salt biscuits have a wider variety as it also has the following;
Monaco Regular, Monaco 4 in 1, Monaco Jeera, Monaco Methi and
Onion,
The price varies from 5 Rs to 20 Rs

14. Kreams :
Parle introduced biscuits that fulfill every occasions and everybody’s choice.
They called it kreams.
It comes in different shapes, sizes and flavours. The flavours are kreams
chocolate, kreams orange, pineapple, Elaichi and mango, kreams Bourbon
which range from 2 Rs to 18 Rs

15. Hide & Seek
Parle introduced biscuits that fulfill kid’s happiness and mouth- watering
delight having the quality and taste which is termed as chocolate chip
biscuits which is called Hide & Seek.
The price varies from 5 Rs to 50 Rs

16. SWEET
CONFECTIONERY
Sweets are fond of everyone , kids and adults alike. Parle brings a wide
variety of sweet confectionery which gives consumers a wide range of the
products to choose from.
Some of the sweets are:
londonderry
melody
Mango bite
Chox
Kaccha Mango Bite
Poppins

17. Londonderry
These are one of the best candy made from milk and caramel and are
very tasty, for just about 0.50 paise
Melody
Parle Melody comes with a layer of caramel on outside and chocolate filled
in. these are very delicious to eat at just Rs 1

18. Mango Bite
This is one of the first mango candy which is real in taste, with sweet
mangoes in it. You can eat them anywhere and you will surely enjoy the
awesome product. Each candy costs Rs 0.050
Chox
This is similar to chocolate bar. The chocolate flavor is very tasty and
desired by many for just Rs 2
Poppins
These candies are colorful and sweet to taste ranging from Rs 2 to Rs 5

19. SNACKS
As it is in many cases that break-time is snack-time, Parle has a wide variety of
snacks to choose from for children and adults alike with the prices ranging
from Rs 5, Rs 10 and Rs 20

20. PARLE AGRO
Parle Agro is an Indian company that is a subsidiary
of Parle and it owns three major businesses
Beverages
Water
Foods
Parle Agro mainly focuses on bottled and (or) canned beverages as
illustrated below:
 Parle foods can also be considered as part of Parle
products as their produce is similar.

21. PARLE BISLERI
Mainly consist of bottling water in glass bottles under the name Bisleri.
Bisleri was originally an italian company formed by Felice Bisleri. He bought
the idea of selling bottled water in India. Thereafter, Bisleri was introduced in
India in bottles. Parle bought over Bisleri (India)Ltd in 1969 and started bottling
water under the brand name ‘Bisleri

23. Company overview:
• 1892:
• Established in Kolkata with an investment of just Rs. 295.
• 1978:
• The Indian share holding in the company crosses 60%
• followed by renaming the company to Britannia Industries Limited(BIL)
• 1983:
• Sales cross Rs. 100 crores.
• 1986:
• The turnover increased by 19.4% over the the previous year to Rs 192.15 crores.
• 1994:
• This year Britannia launches Baker's Choice- aimed at the health conscious
consumer.

24. 1995:
• changes its Corporate identity to "Eat Healthy, Think Better"
1997:
• it celebrated its Platinum Jubilee.
1999:
• the "Britannia Khao, World Cup Jao" promotion made the consumers even more aware
than before
2001:
• Britannia is acknowledged as No.1 food brand of India by Economic Times Brand Equity survey.

25. Swot Analysis :
• Strengths:
• India’s most trusted brand with strong brand recall
• Widely Distributed network and accepted by all age groups.
• Celebrity endorsements - Salman khan,Sachin Tendulkar, Aamir Khan.
• It is available in various different forms of packages.
• The variety of products is an added advantage as they not only focus on
assorted biscuits but also cakes, breads, Rusk and diary products.
• Innovative products for health conscious people like oats and porridge,
Nutri Choice biscuits for diabetes patients, Vita Marie Gold, etc.
• Strong presence in rural markets

26. Weaknesses:
• Faces stiff competition from their rival Parle and Nestle on the basis of
Price and Distribution channels.
• The industry and technology requires high investments.
• As too many different types of brands enter the market, they might loose
focus.
• Lower market share in dairy segment
• Heavy expenditure on advertising and marketing
• Similar products produced by many companies means high brand
switching

27. Opportunities:
• Increase in purchasing power of people in India
• Increase its share in the dairy industry
• Product line extension
• Expansion in other countries
• People are willing to try newer variants and hence it satisfies the taste buds
by its newer variants.
• It generates employment opportunities.
• As consumers are very concerned about their health, it helps them to
strengthen brands NutriChoice, Milk Bikis, and Tiger biscuits.

28. Threats:
• Lower price offering competitors
• Local dairies and bakeries
• Inflation can cause fall in sales and revenue
• Rise in cost of raw materials
• They may provide poor quality of biscuits for more profits.
• They have large number of challengers.
• Consumer demands may alter impulsively.
• Government might come up with new restrictions without notices.

29. MARKETING STRATEGY:
• STP ANALYSIS:
• Segmentation -
• People who need and consume bakery and dairy products
• health conscious customer
• Targeting -
• Middle and upper middle class families, especially kids
• Positioning -
• India’s leading manufacturer of premium quality and healthy biscuits, bakery
and dairy products
• Still manufacturing more product to fulfill the demand of the consumer

30. The following strategies are basically adopted by Britannia in order to
capture a good market share.
• A strong quality of the product and customer satisfaction.
• A growing relationship with customer and customer retention.
• Focus on competitors activity.
• A growing emphasis on global thinking and local marketing planing.
• promotional strategy.

31. BRITANNIA PRODUCT MIX:
BRITANNIA
Biscuits
Sectors
Gift
Sectors
Bread, Cakes
and Rusk
Sectors
Dairy
Products
sector

32. Biscuits Sectors:
Britannia Biscuits is famous world-wide for its taste which is sold at a reasonable
and affordable price.
Kids
Nutrition
Snacking
Treat or
Luxury
Adult Health

33. Kids Nutrition:
Biscuits are consumed at any time due to its good taste and
healthier product. biggest brands in the kids sector.
Britannia Milk Bikis Biscuits:
• full of smart nutrients with four vital vitamins, iron and iodine
• prices varies from 5Rs,10Rs,20Rs,23Rs
• Milk Bikis Milk Bikis with Milk Cream

34. • Britannia Tiger Biscuits.
full of nutrients like iron, calcium, folic acid and vitamin A, vitamin D and are
very essential for growing kids.
Britannia Tiger Biscuits consists of
Tiger Glucose,nutrifruit Tiger cream(chocolate,
, Tiger krunch elaichi,strawberry,pineapple,orange)

price varies from 5rs,10rs,15rs

35. Snacking:
 Britannia 50-50:
• mainly for housewives
• FLAVORS: Maska Chaska ,Snackuits Italiano Pizza, Snackuits Swiss cheese & Chilly
and Snackuits Chinese Hot & Sweet.
• prices varies from 5Rs,10Rs,25Rs

36. Time Pass:
product mainly for youth
FLAVORS:
Mindless Masala, Loafer Lemon and Tapori Tato.
Prices varies from 10RS to 20Rs

37. Treat or Luxury:
. Britannia Good Day Biscuits:
 it consists of Good Day Butter, Cashew, Rich Butter Cookies (Butter and
Cashew), Coconut Cookies, Butter Scotch cookies, Honey & Raisin
Cookies, Chocolate Chip,and Rich Cashew Cookies ATC
prices varies from 10Rs,23Rs,35Rs,40Rs,50Rs to 100Rs

38. Britannia Treat Biscuits:
• These biscuits are round in shapes, sizes and good exciting flavors and
are sweet, yummy in taste.
• It consists of Treat Jim Jam, Treat-O Vanilla, Treat Fruit Creams, Treat
Mango, Treat Orange, Treat Pineapple, and Treat Strawberry.
• prices varies from 5Rs,10Rs,to 25Rs

39. Adult Health:
Biscuits which are consumed by adult which are good for health as it
consists of vital nutrients and vitamins,oats,Honey, Fibre, Ragi, 5Grain,
and Multigrain
• Britannia Marie Biscuits:
• called as "healthy tea time biscuit"
• This biscuit is further classified into brand called Vita Marie Gold and Vita Marie
Honey Oats Biscuits.
• prices ranges from 5Rs, 10Rs, 20Rs,22Rs and 27Rs

40. Britannia Nutri Choice Biscuits:
• for health conscious people
• healthy snack and good in taste which is rich in fiber, oats, Ragi and Multi
Grain and 5 Grain consisting of Oats, Ragi, Wheat, Rice and Corn.
• Price range from 20Rs,25Rs,30Rs,50Rs and 60Rs

41. Britannia Bread:
 Types of Bread:
• Honey & Oats Bread
• Multi- Grain Bread
• Multi- Fiber Bread
• 100% Whole Wheat Bread
• prices ranges from 20Rs,22Rs to 35Rs

42. Bread, Rusk sectors:
Bread and Rusk which are consumed by adults, kids and by all
generation of people. It consists of vital nutrients and vitamins, Honey
& Oats, Multi-Grain, Whole Wheat, and Multi-Fiber.
Rusk:
• served as the best breakfast.
• prices varies from 28Rs to 40Rs

43. Cake sectors:
Every kid, adult and all generation of people love the slice of cake
which are yummy and sweet
• Types of Cakes:
• Bar Cakes :Fruit, Butter Sponge, Chocolate, Pineapple, Milk, Vanilla, Chocolate
and Orange.Prices varies from 15Rs to 30Rs
• Cup Cakes : prices varies from 5Rs to 10Rs
• Chunk Cakes :ranging from Rs 5 to Rs 6.
• Britannia Veg Cakes :with an affordable price of Rs. 15/-

44. •Gift Sectors
• Britannia introduced 'Shubh Kaamnayein range' which allows exchange of
gifts and good wishes to all your relatives, friends and family members.
This was during festival reason during the year. Main festivals consist of
Diwali, Christmas, Ganesha Festival, New Year Eve.
• prices ranges from 100Rs to 300 Rs

45. Dairy Products:
• Britannia Dairy Products are further classified under below products:
• Cheese
• Butter
• Ghee
• Milk
• Gourmet Cheese
• Dahi
• Dairy Whitener
• Actimind

46. Milk Product:
• promise of purity and good health and fitness.
• A Britannia new product which is Slimz Milk is with Zero percent Fat and Zero
percent Cholesterol.
• prices ranges from 60Rs to 70 Rs.
Britannia Actimind :
• Britannia's ActiMind is a milk- based health drink for children.
• available in different delicious flavors - Mango and Strawberry.
• price 20Rs

47. Cheese :
• Britannia Cheese is available in Blocks, Cubes, Spreads, Slices and types
of cheese sold are Pizza Cheese, Low- fat cheese and Cream Cheese
• prices ranges from 80Rs to 400Rs
Britannia Dairy Whitener:
• available in carton packs and pouch refills.
• prices ranges from 5Rs to 170Rs

48. Britannia Gourmet Cheese :
 Swiss Cheese:
prices ranges from 150Rs to 330Rs
Britannia Dahi:
• This Dahi is available in cups of 100 gm,200gm and 400gm.
• It also offers low fat dahi.
• prices ranges from 25Rs to,60Rs

49. Butter:
• available in two pack of 100gm and 500gm
• prices ranges from 40Rs to 200Rs
Ghee:
• This Ghee is available in packs, pet jars, pouch refills, cartons and tins.
• Products available under ghee are Pure Ghee 1ltr plastic bottle, Pure
Ghee 500gm tin, Ghee 100gm bottle, Pure Ghee Danedar 1ltrd Carton,
and Pure Ghee 1ltr Carton.
• prices ranges from 110Rs,265Rs,520Rs

50. PARLE VS BRITANNIA
• Britannia and parle the two food majors of India in the field of biscuits and bakery
products .
• .Parle with its Parle G , Krackjack and monaco where as Britannia has Good day
, Marie gold , Creams
• Britannia dominated the premium segment of biscuits where as parle dominated
the mass ,low premium biscuits
• Both are trusted brand are ranked in top brands for biscuit ,both have a long
history of brands . The Major difference though is that where Britannia is
revenues from bakery products is around 90 % ,share of biscuit sales is around –
80% for parle.
• So the competition for market share continues and advantage is for consumers
who will get better and more varieties of product from both these biscuit majors .

52. CONCLUSION:
• Parle and Britannia,both are leader in their respective business.
• Parle should increase their product mix and should focus on the quality
and taste of their product.
• Britannia should develop economy range biscuit to capture the low
income group.And should focus on its dairy industry.

53. Reference
• britannia.co.in/
• http://www.indiastudychannel.com/resources/157296-Various-categories-products-from-
Britannia.aspx
• https://www.scribd.com/doc/28750485/Marketing-Strategies-of-Britannia-by-subharth-saha
• http://www.bakerybazar.com/2009/10/britannia-vs-parle-battle-for-market.html
• https://www.scribd.com/doc/86872029/Parle-vs-Britannia-New
• www.parleproducts.com/