Professional Documents
Culture Documents
I n d u s t r i e s L t d.
By,
Group
6,
Section-
Objectives
To understand the positioning of
Britannia in the consumer’s mind
To identify important factors
consumers consider while purchasing
products
Marketing mix of Goodday biscuits
and do competitor analysis.
Management Team
Contents
1 Organization
2 Competitor Analysis
3 External Analysis
4 Marketing Mix
4 Customer Analysis
Pillar Brands
Tiger
GoodDay
Mariegold
Fifty Fifty
Milk Bikis
Cream Treat
Milestones
• 1892
– Started with an investment of Rs. 295/- in Kolkatta
• 1918
– Britannia Biscuit Company Ltd. (BBCo) was launched
• 1979
– BBCo was rechristened as Britannia Industries Ltd.
• 1993
– Wadia group aquired a stake in ABIL, UK & became an
equal partner in BIL with Groupe Danone
• 1997
– Corporate re-branding exercise gave rise to
philosophy of “Eat Healthy, Think Better”
• 1999
– ‘Britannia Khao World Cup Jao’ – A major success!
Profit up by 37%
Milestones
• 2001
– Britannia becomes one of India’s biggest
brands
– Britannia Lagaan Match – Most successful
promotional activity of the year
• 2002
– Rated one amongst the top 200 small
companies of the world by Forbes Global
– India’s 2nd most trusted brand – Economic
times
• 2004
– Britannia accorded the status of being a
‘Superbrand’
– Volume crosses 300,000 tonnes
• 2005
– Company goes in for major expansion
Company Overview
• India’s second largest food company
• Sales close to Rs. 20 billion
• Consistent annual growth rate of 15-
20%
• Sources products from more than 50
factories spread across the country
• Key product lines include:
– Biscuits
– Bread, Cakes and Rusk
• Product range caters to the whole
spectrum from mass market to the
premium segment
Financial Analysis
• Gross sales increased to Rs
2317.11 Cr in 2006-07 registering
a growth of 28%.
• Profits declined by 33% due to
increase in input prices and stiff
competition
• Dividends of the order 100-150%
were provided for the past 5 years
• Britannia followed the industry
growth rate for the past 3-4 years
while the profit margin followed a
zigzag pattern.
• Costs have increased significantly
on the production as well as on
selling front.
Financial Analysis
• Company has very small debt and its Debt-Equity ratio is 0.01
• Current ratio has been improving over the years and hence the
solvency position of the company
Competitive Analysis
Company By Value By Volume
Britannia 37% 30.5%
Parle 31.3% 38.4%
ITC 6.3% 6.7%
Surya Food and - 5%
Agro
Others
Ma rke t Sha re by Volume
Others
19% Britannia
Surya Food and 31%
Agro
5%
IT C
7%
Parle
38%
Industry Overview
• Biscuit industry is the third largest producer
and fastest growing industry in FMCG sector
• It grew by 13% in 2006-07
• Estimated Value: Rs 5000 Crore
• Organized sector: 60% (approx)
• Major Segments: Glucose ,Marie, Cream,
Crackers, Milk
• Major Brands: Britannia, ITC, Parle, Priyagold,
Dukes etc
PEST Analysis
Opportunities
Gaining acceptance
as a family snack Good Day
Text
Products
Good Day Butter
Text
Text
Good Day Chocolate Chip
• Preliminary Analysis
– Secondary material on: Industry, Category, Competitors and
Consumers
• Qualitative Research
– Interviews with few consumers to identify major factors
influencing the purchase decision of biscuits
– Interacting with friends and family
• Quantitative Research
– Customer survey using questionnaire
– Survey done through both face to face interviews as well as online
• Tools Used
– Factor Analysis
– Cluster Analysis
– Fishbein Analysis. Software used is SPSS.
Data Analysis
Round One Analysis
Fishbein Analysis
Attribute Average Score Brand Fishbein
Score
Price 0.112903226
Component
1 2 3
‘Value for Money’ and ‘Health’ have figured into the third
factor which may be named as Well Being factor.
Cluster Analysis
• ‘Wholesomeness Factor’
Cluster
Cluster 2 which is characterised
1 2 3
by female population also
Consuming_peri 2 3 2
od preferred Marie biscuits, and
Biscuit_type 2 5 2 consumed them mostly during
Place_of_Purcha
se
2 2 2 tea time.
Biscuits_usage 2 1 2
We also observe that the high
Willingness_to_s 2 2 3
pend income level group found in
Sex 1 2 1
cluster 3 also scored higher on
Age 2 2 2
willingness to spend.
Occupation 1 2 2
Quality 4 3 4
was minimum for place of
Brand 4 3 4
purchase (superbazaar), higher
Taste 5 4 5
variance was observed on factors
like consuming period, biscuit
type, biscuit
Cluster analysis done for Well Being Factor usage and other
and Appearance Factor
demographical factors.
Action Plan
Reduce dependence
On Biscuits - diversify
Bakery Chain Exports
Same quality,
competencies
Britannia Tap “out of Home”
market