This document provides a report on Britannia Industries Limited, an Indian food products company known for its biscuits. It discusses Britannia's history since being founded in 1892, portfolio of popular biscuit brands like Tiger, Good Day and 50-50, market segmentation, financial performance, and marketing strategies around price, promotion, and distribution. The SWOT analysis identifies Britannia's strengths in fulfilling a basic need and brand recognition, weaknesses in nutrition and costs, opportunities in economic growth, and threats from competition and quality issues. The conclusion emphasizes the importance of understanding retailers and consumer behavior to drive sales.

1. Project report on Britannia
PROJECT GUIDE: SUBMITTED BY:

2. CONTENT:-
 INTRODUCTION
 COMPANY PROFILE
 HISTORY
 SEGMENTATION
 MARKET SEGMENTATION
 PRODUCT
 TIGER
 LITTLEHEART
 MILK BIKIS
 50-50
 FINANCIAL ANALYSIS
 BRITANNIA IN OVERSEAS
 PRICE
 PROMOTION
 PLACE
 SWOT ANALYSIS OF BRITANNIA
 CONCLUSION

3. INTRODUCTION:-
The story of one of Indian’s favourite brands reads almost like a
fairy tale. Once upon a time, in 1892 to be precise, a biscuit
company was started in a nondescript house in Calcutta (now
Kolkata) with an investment of Rs. 295. The company we all
know as Britannia today.

4. COMPANY PROFILE:-
Britannia Industries limited is an Indian food-products corporation
based in Kolkata, India. It sells its Britannia and Tiger brands of biscuit
throughout India. Britannia has an estimated 38% market share.
The Company’s principal activity is manufactured and sale of biscuits,
bread, rusk, cakes and dairy products.

5. HISTORY:-
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. The company name finally was changed
to the current “Britannia Industries Limited” in 1979. In 1982 the
American Company Nabisco Brands, became a major foreign
shareholder. In 1997 the company repositioned itself as “Eat
Healthy, Think Better”. By becoming the core sponsors for 1997
world cup they enhanced their brand identity and brand image.
The Lagaan match was voted India’s most successful
promotional activity of the year 2001 while the delicious
Britannia 50-50 Maska-Chaska became India’s most successful
product launch.

6. SEGMENTATION:-
Biscuit market in India can be segmented as follows:
 Glucose
 Marie
 Snack
 Digestive
 Cream
 Premium
 Crackers

7. MARKET SEGMENTATION:-
• Age group – different product for different age groups. E.g.
Tiger and treat for kids, little hearts for youths and good day
for elder ones.
• Niche snacking segment- for those individually which are
on the go, the company introduced small packs.
• Occasions– Britannia’s subh kaamnayein is for special
occasions like festival.
PRODUCT:-

8. TIGER:-
Butterscotch, elaichi, strawberry, banana, orange, etc.
Key competitors like ITC (sun feast), surya foods (priyagold), and
parle agro do not provide such wide range of flavored glucose
biscuits.
• Targeted basically on kids.
• Positioning is done for modern mothers who play an
enabling role for their children to compete in today's world
and thus want the best.
Over the years, Tiger has become the mass-market face of
Britannia symbolizing fun and energy in both urban and rural
India, and transcending glucose biscuits

9. Little hearts
IT IS THE ONLY TYPE OF SNACK BISCUIT IN THE MARKET.
A WAFER BISCUIT WITH SUGAR COATING
• LITTLE HEARTS IS TARGETED TOWARDS THE
GROWING YOUTH SEGMENT.
• A COMPLETELY UNIQUE PRODUCT, IT WAS THE
FIRST TIME BISCUITS WERE RETAILED IN POUCH
PACKS LIKE POTATO WAFERS.
GOOD DAY:-

10. BRITANNIA GOOD DAY STARTED PREMIUM BISCUITS
ENRICHED WITH CASHEW, BUTTER, BADAM PISTA, ETC.
(1986)
• THIS RICH BISCUIT ENJOYS A FAN FOLLOWING OF
CONSUMERS ACROSS ALL AGES.
• GOOD DAY IS AMONGST THE FASTEST GROWING
BRANDS IN BRITANNIA'S PORTFOLIO AND IS TODAY THE
MARKET LEADER WITH ALMOST 2/3 SHARE OF THE
MARKET. THE BRAND IS SYNONYMOUS WITH EVERYDAY
TREATS THAT INFUSE HAPPINESS INTO PEOPLE'S DAILY
LIVES.
MILK BIKIS:-

11. The only biscuits with milk flavored cream, makes it the
most different product in front of its key competitors.
• Milk Bikis too is targeted towards kids who may dislike
drinking milk, but they love Britannia milk bikis!
• Milk bikis has been trusted by mothers as a source of
growth energy of milk and their loyalty to the brand has
made it an integral part of their children's nutrition
regimen.
50-50

12. This biscuit comes under snack biscuit. It was
launched in 1993. It came with a flavor of maska – chaska as a
difference. It covers 1/3 of the market share.
Financial Analysis

13. Britannia's gross sales turnover increased to Rs 18,179 mn in
2005-06 from Rs 16,154 mn in the previous year, registering a
growth of 13%. Operating profit at Rs 1,763 mn increased by
7%, profit before tax and exceptional items at Rs. 1,958 mn
declined by 19% against 2004-05 , impacted by the profit on
sale of long term investments that accrued to 'other income' last
year.
[Fig- 2.1: Gross Sales of Britannia]
The Company achieved these results despite significant
increases in input cost, particularly sugar, fuel and oils, coupled
with aggressive pricing in the industry.
The Company's focused initiatives on commercialising market
place opportunities, supply chain efficiencies and overall cost
management resulted in its top line growth and profitability.

14. Operating margin at 10.3% in 2005-06 compared with 10.9% in
the previous year was impacted by the inflation in input costs.
Despite stiff competition, the Company stabilised and held its
overall market share at 31.7% in volume and 38.8% in value for
the last year.
Exports turnover during the year was Rs 111.71 mn against Rs
71.65 mn in 2004-05, a growth of 56%
[Fig 2.2: Earning per Share of Britannia]
[Fig 2.3: Graph of Share Movement of Britannia Industry on the
BSE]
BRITANNIA IN OVERSEAS:-
MIDDLE EAST
1200
1250
1300
1350
1400
1450
1500
1550
Opening High of the
Day
Low of the
Day
Closing
28-o1
29-01
30-01
31-01
01-02

15. • In March 2007, Britannia industries limited formed a joint
venture with the khimji ramdas group, one of the largest
and the most respected business conglomerates in the
Middle East.
It offers a wide spectrum of products under the brand nutro,
which is a leading biscuit brand in the Middle East.
Sri Lanka
• 29th august 2008 goes down in the history of our
company as the day, when britannia started
manufacturing and marketing its products in Sri Lanka.
Products manufactured in Sri Lanka include the most
popular milk bikis, milk cream smileys, vita Marie gold,
creams and cookies.
PRICE:-
• All the biscuit under Britannia has kept appropriate pricing.

16. • Every biscuit has economy packs to family packs.
• This style covers every economic segments in the market.
PROMOTION:-

17. • Sales-promotion – e.g. Eat healthy ,think better, buy
Britannia ,see cricket ,eat only Britannia
• Exchange 4 empty packs with a booklet, when tiger
was introduced in the market.
• Britannia supplied note books, scales pencils to
children in the name of its new brand of cost.
• Britannia is providing small gifts in the Britannia
treats pack.
PLACE:-

18. • Communication channel – TV , radio
• Distribution channel – big bazaar , retail shop
• They give first communication channel on
advertisement, promotion.
They spend huge amount own money over to distribution
channel, they keep their product in front of customer, they
complete to customer to purchase.
SWOT ANALYSIS OF BRITANNIA:-

19. Strength
 Fulfil one of our Basic
Requirement among Air , Water
, Food, Shelter
 Widely accepted in all
Generations
 Easily available in various forms
 Provide good Instant Remedy
for hunger in the form of
readymade food
 Preserves the non-seasonal
food and makes it available all
throughout the year
Weakness
 Decreases nutritional value
 Increases the cost of food
product
 Industry and technology
requires high investment
 Regular usage of processed
food can cause alteration in
health
Opportunities
 Increase economy of India
 Generate employment
opportunity
 Good quality of Goods
 Provide competition to foreign
companies
 Improve living standard
 Provide goods to nation at
cheaper rate
 Inflow of foreign reserve and
funds for the govt.(taxes)
Threats
 Many companies are result
oriented
 Increase in pollution
 Sometimes provide poor quality
of product for more profit
 Lack of technology
 Unable to utilize all the
resources efficiently
CONCLUSION

20. After going thick on the thing, now time is to make a complete
picture. While making a product a SKU (Stock Keeping Unit) of
the shop retailers think about the GMROI (Gross Margin Return
on Investment) and they promote the brand which provide them
highest. They expect return in the form of profit margin,
company schemes, window display and references of the shop.
Among these, company schemes make the differences and are
the highest source of motivation after profit margin. Retailing
demands a constant push from the company.
Marketer needs to use advertising and brand building strategies
to address the discerning buyers and retail push to in different
buyers. The manufacturer should understand consumer
behaviour because retailers can't help quality and price. It is
only up to dealers said it is demand they sell Britannia 42%
agree that at retail shop it is brand popularity, which determine
the purchase of biscuit.
There is a greater need to understand the retailer behaviour
considering them as a team working for the company may help
them to be attached to the company. There should be feeling of
belonging to the company in inner of the retailers. Setting
values club for retailers so that they may exchange views with
the company and help in understanding consumer behaviour.