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  1. 1. Company ProfileIn 1892 to be precise, a biscuit company was started in a nondescript house inCalcutta (nowKolkata) with an initial investment of Rs. 295. The company we all know as Britanniatoday.Britannia mechanized its operations, and in 1921, it became the first company east of theSuezCanal to use imported gas ovens. Britannias business was flourishing. But, moreimportantly, Britanniawas acquiring a reputation for quality and value.On the operations front, the company was makingequally dynamic strides. In 1992, itcelebrated its Platinum Jubilee. In 1997, the company unveiled itsnew corporate identity -"Eat Healthy, Think Better" ±In 1999, the "Britannia Khao, WorldCup Jao" promotion further fortified the affinity consumershad with Brand Britannia.Britannia strodeinto the 21stCentury as one of Indias biggest brands and the pre-eminentfood brand of the country. It was equallyrecognized for its innovative approach to productsand marketing: the Lagaan Match was voted Indiasmost successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became Indias mostsuccessful product launch.In recognition of its vision and accelerating graph,Forbes Global rated Britannia Oneamongst the Top 200 SmallCompanies of the World, and The Economic Times peggedBritannia Indias 2nd Most Trusted Brand.Britania Bourbon‡Rich & Delicious chocolate packedbetween two crunchy chocolate biscuit‡It is best enjoyed whilebiting it witha cup of coffee, while reading books &by sharing it with friends with lots of gossip &gupshup.Bourbon is a rich man¶s cookie delight‡Bourbon is a perfect blend ofCream &Biscuit‡Chocolate is a flavour of all seasons.‡Bourbon is loved & enjoyed by everyonefromChilds to Adults.‡Sugar sprinkled on the top layer of thebiscuit adds a Unique taste & look.Product Diffrentiation‡Form-Chocolate stuffed between tworectangle shape biscuits with little sugar on top.‡
  2. 2. Design-Small Holes are designed on thetop to show the core chocolate & for spreading the aroma ofchocolate‡Quality-Chocolate is used in appropriateqty to match the taste of the biscuit.Product PositioningBourbon, Good Day, Hide N SeekSpecial cookies50-50 ,Crack Jack, MonacoBasic cookiesParle, Tiger, 20-20,Indias first and favourite Bourbons sweet adventure began in 1955.Since then Bourbon lovers across the country have been caught opening thischocolate couplet, lickingthe cream, and nibbling at the melt-in-your-mouthbiscuit, bit by bit.Whatever the occasion, wherever the hangout, Bourbon makes for greatcompany. You can grab yourvery own NanoPack or a Pocket Pack.The Hangout Pack is just right for chilling with friends. Take along a Party Packfor... yes, a party! And theGift Pack will surely win you a few brownie points!So go on, give yourself a happy high with a quick dose of Britannia Bourbon!Product PositioningBefore its treat after its borbon
  3. 3. Britannias Bourbon biscuits, the brand had been traditionally placed in the µTreat¶portfolio inBritannia, a kid¶s indulgence brand whereas Bourbon goes in theadolescent/adult indulgence category.The task was to align the name and positioning of the brand to its audience.The brand needed to reflect the attitude of the target consumer and to be launchedas a category in itsown right.The idea, therefore, was to study the target consumer psyche, their buying patternsand lifestyle thatcould be reflected on the pack.product DifferentiationDesignBourbon has a unique rectangular shape a scompared to regular biscuits which were round in shapesinvariably rectangular in shape.FeatureUnique mouthwatering ole cream fillings.Quantity of biscuits in packet are more. Very crispyQualityChocolate is used inappropriate qty tomatch the taste of the biscuit.perfect blend of Cream& BiscuitProduct PricingCost of sheet RupeesCost of production1.00Companys Profit1.50Packaging0.50
  4. 4. Promotion2.00Transportation1.00Selling and Distribution1.75Cost to distributor7.75Distributor profit0.75Cost to Wholeseller8.50Wholesaler profit0.50Retail cost9.00Retailer Profit1.00MRP10.00