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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

CHAPTER - 1
INTRODUCTION

MARKETING:
In earlier times, marketers could understand consumers through the
daily experience of selling to them. Marketing involves an exchange
transaction between the buyer and seller. In other words, it is a set of
activities to direct and facilitate the flow of goods and services from the
original producer to final consumer in the process of distribution.

Perhaps the basic change in the marketing thinking is the paradigm


shift from “perceiving a sale” to ‘creating a customer”. Marketing in part
has been largely transacted oriented; today it is more relationship
oriented. In addition to designing the best marketing mix “to make a
sale”, there is growing emphasis on winning and keeping customers.
Good customers are always an asset which, when well managed and
served, will return a handsome lifetime income stream to the company. In
the intensely competitive market place, the company’s loyalty through
continually satisfying their needs in a superior way.

According to Philip Kotler. Marketing can be defined as “a social


and managerial process by which individuals and groups obtain what they
need and want through creating, offering and exchanging products of
values with others”.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

CONSUMER :
The term “customer” is typically used to refer to someone who
regularly purchases a particular store or company. Thus, a person who
shops at FOOD-WORLD or who uses Pepsodent tooth is viewed as a
customer of these firms.

The traditional view points have been to define consumers strictly in


terms of economic goods and services. This position holds that consumers
are potential purchasers of products and services offered sale. Here our
primary attention will be directed toward ultimate consumers, those
individuals, who purchase for the purchase of individual or household
consumption. And thus, this view has been broadened over time so that
at least some scholars now do not consider a monetary exchange
essential to the definition of consumer.

CONSUMER MARKET & BUYER BEHAVIOUR :


The aim of marketing is to meet and satisfy target customers needs
and wants. But getting to know your customers is never a simple job.
Customers may state their needs and wants but act otherwise. They may
not be in touch with their deeper motivations. They may respond to
influences that change their mind at the last minute.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

CHAPTER – 2
ABOUT BRAND

BRAND :
Branding has been around for centuries as a means to distinguish
the goods of one producer from those of another. In fact, the word brand
is derived from the Old Norse word brand, which means "to burn," as
brands were and still are the means by which owners of livestock mark
their animals to identify them. According to the American Marketing
Association (AMA), a brand is a "name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods and services of one
seller or group of sellers and to differentiate them from those of
competition."

Thus, the key to creating a brand, according to the AMA definition,


is to be able to choose a name, logo, symbol, package design, or other
attribute that identifies a product and distinguishes it from others. These
different components of a brand that identify and differentiate it can be
called brand elements. Brand elements come in many different forms. For
example, consider the variety of brand name strategies that exist. In
some cases, the company name is essentially used for all products (e.g.,
as with General Electric and Hewlett-Packard). In other cases,
manufacturers assign individual brand names to new products that are
unrelated to the company name (e.g., as with Procter & Gamble and their
Tide, Pampers, Iams, and Pantene product brands).

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

Definition :
An identifying symbol, words, or mark that distinguishes a product
or company from its competitors. Usually brands are registered
(trademarked) with a regulatory authority and so cannot be used freely by
other parties. For many products and companies, branding is an essential
part of marketing.

Branding:

Definition :
Entire process involved in creating a unique name and image for a
product (good or service) in the consumers' mind, through advertising
campaigns with a consistent theme. Branding aims to establish a
significant and differentiated presence in the market that attracts and
retains loyal customers.

Brand awareness :
Brand awareness is a marketing concept that refers to a consumer
knowing of a brand's existence; at aggregate (brand) level it refers to the
proportion of consumers who know of the brand.

Brand equity :
Brand equity refers to the marketing effects or outcomes that
accrue to a product with its brand name compared with those that would
accrue if the same product did not have the brand name . And, at
[1][2][3][4]

the root of these marketing effects is consumers' knowledge. In other


words, consumers' knowledge about a brand makes
manufacturers/advertisers respond differently or adopt appropriately
adept measures for the marketing of the brand.

Brand Strategy :

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

A plan that employs a unique set of design tools - logo, palette,


typefaces, formats, images, and language - created for an organization
and applied to all its communication tools: annual report, letterhead,
business cards, packaging, .

Brand Image :
A positive brand image is created by marketing programs that link
strong, favorable and unique associations to the brand in memory. The
definition of customer-based brand equity does not distinguish between
the source of brand associations and the manner in which they are
formed; all that matters is the resulting favorability, strength and
uniqueness of brand associations. This realization has important
implications for building brand equity. Besides marketer-controlled
sources of information brand associations can also be created in a variety
of other ways: by direct experience; from information communicated
about the brand from the firm or other commercial or non partisan
sources.

OPERATIONAL DEFINITIONS OF THE CONCEPTS :

Brand: A brand is a name, term, symbol, design, or other feature that


identifies one seller’s good or service as distinct from those of other
sellers.
Brand Name: A brand name is that part of a brand that can be spoken,
including letters, words, and numbers; a brand name is often a product’s
only distinguishing characteristic
Brand Loyalty: Brand loyalty is a customer’s favorable attitude toward
a specific brand, which affects the likelihood of consistent purchase of this
brand when the need arises for a product in this product category.

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CHAPTER - 3
FMCG

Fast Moving Consumer Goods

FMCG Industry :

FMCG are products that have a quick shelf turnover, at relatively


low cost and don't require a lot of thought, time and financial investment
to purchase.

• ‘Fast Moving’ is in opposition to consumer durables such as kitchen


appliances that are generally replaced less than once a year.

• Three of the largest and best known examples of Fast Moving


Consumer Goods companies are Nestlé, Unilever and Procter &
Gamble.

• The Indian FMCG sector is an important contributor to the country's


GDP. It is the fourth largest sector in the economy and is
responsible for 5% of the total factory employment in India .

• This has been due to liberalization, urbanization, increase in the


disposable incomes and altered lifestyle.

• . The lower-middle income group accounts for over 60% of the


sector's sales. Rural markets account for 56% of the total domestic
FMCG demand.

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FMCG – Evolution :

 1950’s-80’s – Low Investment in the sector

 Low purchasing power

 Govt’s emphasis on small scale sector

 HLL and other company’s urbane focus

 Post liberalization

 Entry of MNCs

 Focus shifted to getting to rural consumer first

 Others, like Nestle, remained with the urban population

 Latest fad to hit the market is the ‘sachet’ bug.

 Mushrooming of regional brands

 Nirma enters and changes the focus to ‘Value for Money’ in the
70’s

 Post liberalization, Jyothi Laboratories, ‘Ghadi’ Detergent and


‘Anchor’ toothpaste giving the nation-wide brands a run for their
money.

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FMCG SECTOR :

Fast Moving Consumer Goods (FMCG) goods are popularly named


as consumer packaged goods. Items in this category include all
consumables (other than groceries/pulses) people buy at regular
intervals. The most common in the list are toilet soaps, detergents,
shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff,
household accessories and extends to certain electronic goods. These
items are meant for daily of frequent consumption and have a high
return.

A major portion of the monthly budget of each household is


reserved for FMCG products. The volume of money circulated in the
economy against FMCG products is very high.

Number of products the consumer use is very high.


Competition in the FMCG sector is very high resulting in high pressure on
margins. FMCG companies maintain intense distribution network.
Companies spend a large portion of their budget on maintaining
distribution networks. New entrants who wish to bring their products in
the national level need to invest huge sums of money on promoting
brands. Manufacturing can be outsourced. A recent phenomenon in the
sector was entry of multinationals and cheaper imports. Also the market
is more pressurized with presence of local players in rural areas and state
brands.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

THE TOP 10 COMPANIES IN FMCG SECTOR

SL. Companies
NO.
1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestlé India

4. GCMMF (AMUL)

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8. Britannia Industries

9. Procter & Gamble Hygiene and Health Care

10. Marico Industries

CHAPTER – 4
ABOUT BISCUITS

HISTORY OF BISCUITS:
Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves
munching on biscuits, but do they know how biscuits began?

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The history of biscuits can be traced back to a recipe created by the


Roman chef Apicius, in which "a thick paste of fine wheat flour was boiled
and spread out on a plate. When it had dried and hardened it was cut up
and then fried until crisp, then served with honey and pepper."

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning
'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is
also the generic term for cookies in Italian. Back then, biscuits were
unleavened, hard and thin wafers which, because of their low water
content, were ideal food to store. As people started to explore the globe,
biscuits became the ideal traveling food since they stayed fresh for long
periods. The seafaring age, thus, witnessed the boom of biscuits when
these were sealed in airtight containers to last for months at a time. Hard
track biscuits (earliest version of the biscotti and present-day crackers)
were part of the staple diet of English and American sailors for many
centuries. In fact, the countries which led this seafaring charge, such as
those in Western Europe, are the ones where biscuits are most popular
even today. Biscotti is said to have been a favorite of Christopher
Columbus who discovered America.

Making good biscuits is quite an art, and history bears testimony to


that. During the 17th and 18th Centuries in Europe, baking was a carefully
controlled profession, managed through a series of 'guilds' or professional
associations. To become a baker, one had to complete years of
apprenticeship - working through the ranks of apprentice, journeyman,
and finally master baker. Not only this, the amount and quality of biscuits
baked were also carefully monitored.
The English, Scotch and Dutch immigrants originally brought the
first cookies to the United States and they were called teacakes. They
were often flavored with nothing more than the finest butter, sometimes
with the addition of a few drops of rose water. Cookies in America were
also called by such names as "jumbles", "plunkets" and "crybabies".

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As technology improved during the Industrial Revolution in the 19th


century, the price of sugar and flour dropped. Chemical leavening agents,
such as baking soda, became available and a profusion of cookie recipes
occurred. This led to the development of manufactured cookies.

Interestingly, as time has passed and despite more varieties


becoming available, the essential ingredients of biscuits haven't changed
- like 'soft' wheat flour (which contains less protein than the flour used to
bake bread) sugar, and fats, such as butter and oil. Today, though they
are known by different names the world over, people agree on one thing -
nothing beats the biscuit.
Some interesting facts on the origin of other forms of
biscuits:

The recipe for oval shaped cookies (that are also known as boudoir
biscuits, sponge biscuits, sponge fingers, Naples biscuits and Savoy
biscuits) has changed little in 900 years and dates back to the house of
Savoy in the 11th century France. Peter the Great of Russia seems to
have enjoyed an
Oval-shaped cookie called "lady fingers" when visiting Louis XV of France.

The macaroon - a small round cookie with crisp crust and a soft interior -
seems to have originated in an Italian monastery in 1792 during the
French Revolution.

SPRING-uhr-lee, have been traditional Christmas cookies in Austria and


Bavaria for centuries. They are made from a simple egg, flour and sugar
dough and are usually rectangular in shape. These cookies are made with
a leavening agent called ammonium carbonate and baking ammonia.

The inspiration for fortune cookies dates back to the 12th and
13th Centuries, when Chinese soldiers slipped rice paper messages into
moon cakes to help co-ordinate their defense against Mongolian invaders.

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Biscuit making process :


MIXING: This is a process where all ingredients are put together in right
proportion for dough formation. These ingredients are then fed into
Mixers where mixing is done and dough is prepared for
moulding/cutting .Major ingredients are flour, fat, sugar and others as per
the product one would like.

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MOULDING: In this section we laminate the dough into sheet, which then
passes down to gauge rollers, and sheet thickness is achieved for
moulder/cutter. Here we have a cutter or moulder as per the variety
where one gets the shape and sizes of biscuits.

BAKING: This is the area where we pass these moulded wet biscuit into
baking oven. The biscuits are baked on desired temperatures. Various
type of heating are available now days as per the convenience and cost.
Different type ovens are available

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COOLING: These baked biscuits are then passed on to cooling conveyors


for natural cooling prior too packing .The temperatures are brought down
to room temperatures

PACKING: These biscuit are then stacked and fed into packing machine
for packing Different packing material are available for packing of these
biscuit in different packs slug packs , pouch pack or family packs etc.
These packs are then put into secondary packaging like cartons to be
transported to retailers.

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CHAPTER - 5
COMPANY PROFILE

COMPANY’S BACKGROUND :

Britannia was incorporated in 1918 as Britannia Biscuits Co LTD in


Calcutta. In 1924, Pea Frean UK acquired a controlling stake, which later
passed on to the Associated Biscuits International (ABI) an UK based
company. During the 50’s and 60’s, Britannia expanded operations to
Mumbai, Delhi and Chennai. In 1989, J M Pillai, a Singapore based NRI
businessman along with the Groupe Danone acquired Asian operations of

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Nabisco, thus acquiring controlling stake in Britannia. Later, Groupe


Danone and Nusli Wadia took over Pillai’s holdings.

PLANT LOCATION :

Britannia's plants are located in the 4 major metro cities – Kolkatta,


Mumbai, Delhi, and Chennai. A large part of products are also outsourced
from third party producers. Dairy products are out sourced from three
producers - Dynamic Dairy based in Baramati, Maharashtra, and Modern
Dairy at Karnal in Haryana and Thacker Dairy Products at Howrah in West
Bengal.
Britannia had spent 0.1 million US$ to hire Paris based designer
Shombit Sen Gupta to create a logo and packaging design. The logo had
three objectives:

 Give consumer reassurance that it was a trusted and familiar brand.


 Britannia has the ability to change.
 It had to be appropriate to the business the company was in.

The logo consists of the company’s name and slogan, “Eat Healthy
Think Better”. The Hindi rendition is “Swastha Khao, Tan Man Jagao”. The
corporate statement “Eat Healthy Think Better” captures the Indian
concept of the unity of mind and body.

The logo has three colors red, white, and green each having its own
significance. Color Red denotes Energy and Vitality. White denotes purity.
Green stands for Nutrition and Freshness. The strike communicates
Innovation and Futuristic Power of Britannia.

Today, Britannia is the largest biscuit and bakery company in the


country with the daily sales turnover of over Rs.8478 million. It is the
market leader in the 1.3-million tone Indian biscuits industry with a 60%
share. It has maintained market leadership with a 48% value market
share in the organized sector.

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Britannia core businesses constitute of Bakery and Dairy products.


Bakery products account for 90% of the revenues and include Biscuits,
Bread and Cake & Rusk. Dairy products contribute to 10% of Britannia’s
annual turnover of Rs13.38bn. Throughout its existence, Britannia has
operated on the principles of providing products to the consumers that
are healthy and tasty. This is brought about by the use of high quality
ingredients with a strong focus on ‘naturalness’ and modern
manufacturing practices. The company today has a wide range of bakery
products in the biscuit, bread and cake segment. It has trimmed down its
wide product portfolio by reducing the products from 35 to around 25 and
began to focus on value-added instead of low-margin products.
BIL (Britannia Industries Ltd.) has decided to focus on seven
core brands in the biscuits and bakery category. The brands included
Good Day, Tiger, 50-50, Snax, and the Cream Treat brands, among
others.

With the launch of Tiger brand, it has taken a plunge in the low-end
category, taking competition head on with Parle, which is the leader in
this segment. The company has also diversified within dairy and bakery
products to enter the butter, cheese and ghee markets. The portfolio was
expanded with the launch of butter, pure flavored milk in tetra packs and
UHT milk.

Britannia has built an enviable retail distribution network, which


services 400,000 retail outlets in 2,200 towns with the help of 2,500
distributors. The company is aggressively expanding its network with a
bias towards the rural markets recently, in the ethnic food segment, the
company introduced a new range of traditional ‘namkeens’ in Mumbai
called Britannia Snax. The new range includes seven varieties of
traditional namkeens like 'Bikaner ki Bhujia' and 'Rajasthani Alu Bhujia' in
a price range of between Rs.5 and Rs. 20.The company is in the process
of setting up a Greenfield Biscuit Project in Uttaranchal to augment its
production capacity, entailing an investment of about Rs.55.2 crore. This

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plant will have capacity to produce over 45,000 tones of two or three
varieties of biscuit per annum. So after over seven decades of being
inseparable part of life in India, Britannia is now set to usher its customers
into a healthier and tastier future.

ABOUT EVOLUTION OF BRITANNIA :

The story of one of India's favorite 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 initial
investment of Rs.295. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything


but. By 1910, with the advent of electricity, Britannia mechanized its
operations, and in 1921, it became the first company east of the Suez
Canal to use imported gas ovens. Britannia's business was flourishing.
But, more importantly, Britannia was acquiring a reputation for quality
and value. As a result, during the tragic World War II, the Government
reposed its trust in Britannia by contracting it to supply large quantities of
"service biscuits" to the armed forces.

As time moved on, the biscuit market continued to grow… and


Britannia grew along with it. In 1975, the Britannia Biscuit Company took
over the distribution of biscuits from Parry's who till now distributed
Britannia biscuits in India. In the subsequent public issue of 1978, Indian
shareholding crossed 60%, firmly establishing the Indianness of the firm.

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The following year, Britannia Biscuit Company was re-christened Britannia


Industries Limited (BIL). Four years later in 1983, it crossed the Rs.100
crores revenue mark.

On the operations front, the company was making equally dynamic


strides. In 1992, it celebrated its Platinum Jubilee. In 1997, the company
unveiled its new corporate identity - "Eat Healthy, Think Better" - and
made its first foray into the dairy products market. In 1999, the "Britannia
Khao, World Cup Jao" promotion further fortified the affinity consumers
had with 'Brand Britannia'.

Britannia strode into the 21st Century as one of India's biggest


brands and the pre-eminent food brand of the country. It was equally
recognized for its innovative approach to products and marketing: the
Lagan 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. In 2002, Britannia's New Business
Division formed a joint venture with Fonterra, the world's second largest
Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In
recognition of its vision and accelerating graph, Forbes Global rated
Britannia 'One amongst the Top 200 Small Companies of the World', and
The Economic Times pegged Britannia India's 2nd Most Trusted Brand.

Today, more than a century after those tentative first steps,


Britannia's fairy tale is not only going strong but blazing new standards,
and that miniscule initial investment has grown by leaps and bounds to
crores of rupees in wealth for Britannia's shareholders. The company's
offerings are spread across the spectrum with products ranging from the
healthy and economical Tiger biscuits to the more lifestyle-oriented
Milkman Cheese. Having succeeded in garnering the trust of almost one-
third of India's one billion population and a strong management at the
helm means Britannia will continue to dream big on its path of innovation
and quality. And millions of consumers will savor the results, happily ever
after.

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BRITANNIA OVERSEAS :

Britannia in the Middle-East :

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. Britannia and its Associates have
acquired a significant stake in Dubai based Strategic Food International
Co. LLC and Oman based Al Sallan Food Industries Co SAOG. The two
companies are key regional players in the biscuits, wafers and cookies
segment in the GCC markets and export their products across the world.
Strategic Food International Co. LLC (SFIC) is one of the largest biscuit
and wafer manufacturing companies in the Middle East. An ISO and
HACCP certified company, SFIC is also a proud winner of the Dubai Quality
Appreciation Certificate. It offers a wide spectrum of products under the
brand Nutro, which is a leading biscuit brand in the Middle East.

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Bakers Pride :

Al Sallan Food Industries Co is one of the foremost companies for


the production of cookies, rolls and chocolates. The products are well
known under the brand name of Baker's Pride.

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The origin of eat healthy think better :

Britannia -the 'biscuit' leader with a history-has withstood the tests


of time. Part of the reason for its success has been its ability to resonate
with the changes in consumer needs-needs that have varied significantly
across its 100+ year epoch. With consumer democracy reaching new
levels, the one common thread to emerge in recent times has been the
shift in lifestyles and a corresponding awareness of health. People are
increasingly becoming conscious of dietary care and its correlation to
wellness and matching the new pace to their lives with improved
nutritional and dietary habits. This new awareness has seen consumers
seeking foods that complement their lifestyles while offering convenience,
variety and economy, over and above health and nutrition.

Britannia saw the writing on the wall. Its "Swasth Khao Tan Man
Jagao" (Eat Healthy, Think Better) re-position directly addressed this new
trend by promising the new generation a healthy and nutritious
alternative that was also delightful and tasty. Thus, the new logo was
born, encapsulating the core essence of Britannia - healthy, nutritious,
optimistic - and combining it with a delightful product range to offer
variety and choice to consumers.

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BOARD OF DIRECTORS

Chairman

Mr.Nusli Neville Wadia

Managing Director

Ms. Vinita Bali


Mr. Keki Dadiseth Director

Mr. Avijit Deb Director

Mr. A.K.Hirjee Director

Mr. Nimesh N Kampani Director

Mr. S.S.Kelkar Director

Mr. Pratap Khanna Director

Mr. Jeh N Wadia Director

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Vision :
To dominate the food and beverage market in India with a
distinctive range of “Tasty Yet Healthy” Britannia brands.

Mission :
To dominate the food and beverage market in India through a
profitable range of “Tasty Yet Healthy” products by making every Indian a
Britannia consumer.

Short-term Objective :
 To improve image to shareholders.
 To improve internal processes and controls.
 To increase NSV and ROI.

Long-term Objective :
 To be the lowest-cost producer in the market.
 To become largest volume player in the bakery industry.

Distribution Strategy :

Production Depots
Authorized
Center Wholesalers’ Retailers

Nowadays, the company is also practicing direct dispatch system:

Production Authorized
Center Retailers
Wholesalers’

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Basic Strategies :
 New product development
 New market development
 Outdoor promotion
 Rural thrust
 Cost management

Quality Policy :

 Customer Satisfaction
 Total quality management
• Continuous up gradation of technology
• Improvement in processes
• Focus to meet emerging needs of the customers
• Mutually dependent lasting relationship with co-packers, associates
and suppliers.
 Environment responsibility
 Development of human resources
 Improving skills and knowledge
• Generating motivation to excel
• Installing a sense of pride
• Commitment towards quality

Quality Objectives :

 Reduction in customer complaints


 To start documentation of market returns dealer wise
 To empower the workmen on individual work area to ensure that
only quality product are passed on the next page of production.
 Continuous training for the development of human resources.

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 To minimize the accident level.


As part of the growth strategy, the company always tries to build on
the values of brand "Britannia" by aggressively pursuing tasty yet healthy
offerings of mass appeal and also launching a host of affordable products,
which would help rejuvenate the mother brand and drive category
consumption.

GLOBAL PARTNERS :
The Wadia Group of India along with Groupe Danone of France, are
equal shareholders in ABIL, UK which is a major shareholder in Britannia
Industries Limited. GROUPE DANONE is an International FMCG Major
specializing in Fresh Dairy Products, Bottled Water and Biscuits/Cereals.
One of the World leaders in the food industry, these are some of the
laurels it possesses:

• No # 1 worldwide in Fresh Dairy Products

• No # 1 worldwide equally placed in Bottled Water (by volume)

• No # 2 worldwide in Biscuits and Cereal Products

Through its three core businesses (Fresh Dairy Products, Beverages and
Biscuits and Cereal Products), GROUPE DANONE is committed to
improving the lives of people around the world by providing them with
better food products, a wider variety of flavors and healthier pleasures. Its
dominant position worldwide is based on major international brands and
on its solid presence in local markets (about 70% of global sales come
from brands that are local market leaders).

GROUPE DANONE is recognized for the dynamism and strength of its


brands:

• Danone: the leading brand worldwide for Fresh Dairy Products;


DANONE represents almost 20% of the international market.
DANONE is present in 40 countries worldwide.

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• Evian: the best selling mineral water brand, with 1.5 billion bottles
sold every year. Present in the 5 continents, in 125 countries.

• LU: the second brand worldwide, the first biscuits brand of GROUPE
DANONE, which represents almost the half of the sales for the
Biscuits and Cereal Products division. LU is mainly present in
Western Europe.

• Wahaha: the leading brand for refreshing still water (water, ready
made tea, fruit juices). The brand is one of the most popular in
China, with more than 1.5 billion liters of water sold each year. Its
name means "the child who laughs".

Financial results:

• Net sales in 2004: 13,024 million Euros (+6.1% at comparable


scope)

• Operational Income: 1,706 million Euros

• Operating Margin: 13.1% (+40 base points in relation to 2004).

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

Business Today, Special, 15 June 08, ranks Britannia Industries


Limited 27th in its list of India's Fastest Growing Large Companies
(Revenues More Than Rs.2000 Crores)

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

SHOWCASE & BRAND STORES :

Tiger, launched in 1997, became the largest brand in Britannia's portfolio


in the very first year of its launch and continues to be so till today. Tiger
has grown from strength to strength and the re-invigoration in June 2005
and more recently, in Apr 2008 has further helped bolster its growth in
the highly competitive glucose biscuit category.

Tiger is a Glucose biscuit, which comes with the added goodness of


wheat and milk. It is for modern mothers who play an enabling role for
their children to compete in today's world and thus want the best. Now
Tiger Glucose has been fortified with "Iron Zor" with an attempt towards
addressing the Iron Deficiency crisis the children of India face.

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.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

Tiger Coconut : Delicious Coconut Flavored Energy Biscuits,


launched in 2001.

Tiger Creams : Was Introduced in 2002 at just Rs.5 per pack. Tiger
Cream is now available in Orange, Elaichi, Chocolate, Pineapple,
Strawberry and Butterscotch flavors, and promises to bring more fun and
more energy to children across the country.

Chota Tiger : Is an extension of brand Tiger launched nationally in


May, 2007. It is mini sized poppable glucose biscuit with colored sugar
sprinkling. It comes in two variants: Milk Sparkies and ChocoSparkies

Tiger Banana : Britannia is committed to help secure every child's right


to Growth & Development through good food everyday. Purposefully
taking forward the credo of 'Eat Healthy, Think Better ', we have launched
a new variant under our power brand TIGER - TIGER BANANA - power
packed with IRON ZOR and with the delightful taste of banana.

IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has
as much IRONZOR as that in 1kg of Banana.

R&D in Britannia has spent considerable time to develop this


nutritious and delightful snack for children.

Britannia Tiger Banana packed with IRON ZOR and goodness of


Banana is accessible to all, being available in convenient packs priced at
Rs.2, Rs.4 and Rs.10.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

Unique features of Britannian :


If you think Britannia’s are extraordinary individuals who are
passionate about everything they do…create inspiration through
everything they do…and succeed in everything they do…you’re probably
right. Britannia’s are hand-picked for a singular purpose…to perpetually
ensure Market Leadership and generate exemplary performance in every
function.
Britannia’s exhibit the following leadership behaviors (we fondly call
BULBs – Britannia Universal Leadership Behaviors) :

• Integrity

• Team Orientation

• People Development

• Learning Orientation

• Customer Orientation

• Quality Orientation

• Drive for Results

• Entrepreneurial Spirit

• System and Process Orientation

• Communication

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

CHAPTER - 6

BRITANIA COMPETITORS
Generally all organizations have competitors in the market. A
particular organization always comprises with other same business and
according to market share we clarify the brand of product is giving more
challenge to my product.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

CHAPTER - 7

AWARDS AND REWARDS OF BRITANNIA


1892 The Genesis - Britannia established
with an investment of Rs.295 in
Kolkata.
1910 Advent of electricity sees operations
mechanized.

1921 Imported machinery introduced;


Britannia becomes the first company
East of the Suez to use gas ovens.
1939 - 44 Sales rise exponentially to
Rs.16,27,202 in 1939.

* During 1944 sales ramp up by more


than eight times to reach Rs.1.36
crore.
1975 Britannia Biscuit Company takes over
biscuit distribution from Parry's.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

1978 *Public issue - Indian shareholding


crosses 60%.
1979 Re-christened Britannia Industries Ltd.
(BIL).
1983 Sales cross Rs.100 crore.

1989 The Executive Office relocated to


Bangalore.
1992 * BIL celebrates its Platinum Jubilee.

1993 Wadia Group acquires stake in ABIL,


UK and becomes an equal partner
with Groupe Danone in BIL.
1994 Volumes cross 1,00,000 tons of
biscuits.

1997 Re-birth - new corporate identity 'Eat


Healthy, Think Better' leads to new
mission: 'Make every third Indian a
Britannia consumer's

BIL enters the dairy products market.


1999 Britannia Khao World Cup Jao" - a
major success! Profit up by 37%.
2000 Forbes Global Ranking - Britannia
among Top 300 small companies.
2001 BIL ranked one of India's biggest
brands.No.1 food brand of the country

Britannia Lagan Match: India's most


successful promotional activity of the
year. Maska Chaska: India's most
successful FMCG launch.
2002 BIL launches joint venture with
Fonterra, the world's second largest
dairy company.

Britannia New Zealand Foods Pvt.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

Ltd. is born.Rated as 'One amongst


the Top 200 Small Companies of the
World' by Forbes Global.

Economic Times ranks BIL India's 2nd


Most Trusted Brand.Pure Magic
-Winner of the Worldstar, Asiastar and
Indiastar award for packaging.

2003 Treat Duet'- most successful launch of


the year.

Britannia Khao World Cup Jao rocks


the consumer lives yet again.
2004 Britannia accorded the status of being
a 'Superbrand'

Volumes cross 3,00,000 tons of


biscuits.

Good Day adds a new variant -


Choconut - in its range.
2005 Re-birth of Tiger - 'Swasth Khao, Tiger
Ban Jao' becomes the popular chant.

Britannia launched 'Greetings' range


of premium assorted gift packs. The
new plant in Uttaranchal,
commissioned ahead of schedule.
The launch of yet another exciting
snacking option - Britannia 50-50
Pepper Chakkar.
2007 Britannia industries formed a joint
venture with the Khimji Ramdas
Group and acquired a 70 percent
beneficial state in the Dubai-based
Strategic Foods International Co. LLC

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

and 65.4% in the Oman-based Al


Sallan Food Industries Co. SAOG.
2008 Britannia launched Iron fortified 'Tiger
Banana' biscuits, 'Good Day Classic
Cookies', Low Fat Dahi and renovated
'MarieGold'.

CHAPTER - 8
PRODUCT PROFILE

In the biscuit market internationally, Britannia’s Tiger made people


sit up when, starting from scratch after the economic liberalization, it
achieved quick sustainable growth in both volume and value with sales of
Rs.100 crore in the first year of launch. It was the brand values built up
around Tiger that transformed the commodity market to a branded
market and today Tiger is continuously growing.

In 1996, nobody, not even retailers, could believe that glucose had
the potential to grow another national brand. But Shining’s patented
research process extracted that glucose equals takat, and takat is force or
strength.
Britannia’s Eat Healthy, Think Better positioning was then straddled as
Tiger Health Force biscuits for the glucose market. The design established
takat with a forceful Tiger wearing overalls and lunging speedily forward.
It connected to children and workers alike. The whole idea of creating the

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

Tiger mascot in a bright red packaging was to create a strong


differentiation from Parle G, the market leader in this category at that
time. Tiger’s design allows it to evolve in the future with the Tiger moving
in different postures with different product attributes. Today Tiger is the
healthiest brand in Britannia’s business portfolio bringing in annual sales
of about Rs.400 crore within five years.

STATEMENT OF THE PROBLEM :

Parle, the market leader in the glucose segment increased the price
of its 100 gram Parle-G, glucose biscuits from Rs.4 to Rs.4.50 during mid-
July. Britannia, the value leader maintained the price of its 100-gram
glucose biscuits - Tiger brand at Rs.4 as before. Britannia being the next
leader in the segment was interested to know whether the 100-gram
Parle-G glucose biscuit customers have switched to Britannia Tiger
glucose biscuits after the price increase of 100-gram Parle-G and if so, to
what extent. A few questions needed to be answered in this regard:

 Are consumers aware of the Tiger glucose biscuit brand?


 Does a 50-paisa price hike act as a booster for the customers to
change the brand?
 What difference do the consumers feel about taste parameters of Tiger
and Parle-G?
 What factors influence their buying decision?
 What impact does the price change has on the market?

This study has been undertaken to answer the above questions and
help the researcher understand 100-gram Parle-G glucose biscuit
customers brand loyalty.

The study has been designed on the following parameters:


Analyzing the brand awareness among respondents.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

 Analyzing the factors influencing brand decision.


 Comparison of Tiger and Parle-G taste parameters.
 Analyzing the impact of the price increase of the 100-gram Parle-G
on 100-gram Britannia Tiger.
Britannia Tiger brand launched in 1997 led Britannia foray into the
glucose category. The company’s Tiger range of glucose biscuits has been
a runaway success, enabling the company to expand its presence in the
largest glucose category of the biscuit market.
Within a short span of 7 years it has gained 28% of the market
share in the 100-gram glucose biscuit segment and is the second leading
brand in the segment. The brand faces competition from Parle-G brand,
which is around for 60 years and is the market leader with 57% market
share in this segment.
The research has been carried out to understand whether the
Britannia’s established brand name and the pricing strategy has been
able to pull 100-gram Parle-G glucose biscuit customers after the price
increase of 100-gram Parle-G.
To achieve this objective the present 100-gram Parle-G glucose
biscuit customers and the past 100-gram Parle-G glucose biscuit
Customers who switched from Parle-G to other brands of glucose biscuits
from mid-Aug to mid-Nov have been interviewed.

OBJECTIVES OF THE STUDY :

Specific objectives:
 To make a through understanding of Branding & its significance in
increasing the sales of the organization.
 Detail study about evolution of biscuits & its process.
 Growth & future prospects of FMCG-Biscuits segment in India
economy.
 To know to Britannia Company & its growth in Indian market.
General Objectives :
 To Conceptual analysis the Glucose Biscuits brand strategy.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

 To study the factors influencing brand decision.


 To study the impact of the price increase of 100-gram Parle-G on
100-gram Britannia Tiger.
 To understand the market potential of Britannia Tiger biscuits.
 To know different Britannia products which both domestic &
International branded.
Effective Brand strategy adopted by Britannia tiger
biscuits :
1.Britannia has been investing significantly in higher and better quality
of human resources both at the front end and at the back end. It has
sharply segmented its go-to-market strategy and unlike an earlier focus
on simply increasing the number of outlets it covered.

2.Britinnia now has separate teams for general sales, modern trade,
institutions, and semi-urban and rural markets. It is building strong
Capabilities in each of these segments.

3. Britannia has been working with an international consulting agency for


building capabilities shopper understanding as opposed to consumer
understanding.

4. In 2008, Britannia divided its product portfolio into two distinct


categories: "health and wellness" and "delight and lifestyle." Products
such as Tiger glucose and Nutri Choice biscuits fall under the former
category, while Good Day and Treat fall under the latter. Each category is
headed by a senior executive responsible for outlining distinct growth
strategies.

5. Other initiatives include introducing personal consumption packs to


attract youth and people on the move, adding transit points such as bus
stops and small roadside shops to its distribution network, and addressing
workers in the business process outsourcing industry as a potential new
market.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

6. Britannia has doubled its ad spending in the last three years. It is also
working to increase trade marketing visibility and, for the first time ever,
has signed on with a trade marketing agency.
According to one of director of Britannia company Mr.Mehta, Britannia
plans to increase advertising and marketing spending to 10% to 12% of
sales over the next few years from a current 7%.

CHAPTER - 9
CONCLUSION

Opportunity is always knocking, goes a splinter thought of the


popular aphorism. The trick is to open the door every time it knocks. It
clearly indicates that the price increase of 100-gram Parle-G glucose
biscuits is a very good opportunity for Britannia to achieve its objective of
making the company’s Tiger glucose biscuit brands the number one in the
glucose biscuit segment. Though the 50-paisa price increase of the 60-
year-old 100-gram Parle-G brand seems to be a major price change, it has
been found to be very significant for the just 7-year-old Britannia Tiger
brand. The research of the company show that the 50-paisa price increase
of 100-gram Parle-G brand has really added an appreciable percentage of
the glucose biscuit consumers to Britannia’s 100 gram Tiger brand
customer segment and also a notable percentage is likely to be added to
it. The major reason that has driven Parle-G customers to change their
brand was found to be the 50-paisa increase in the price of Parle-G,
thereby indicating the price sensitivity of the customers.
In the case of Parle-G brand, the researcher found that it’s the
taste, which contributed towards the customers brand loyalty. Parle-G’s
long presence in the market didn’t have much impact on the consumers
brand choice, rather it was the taste that deferred customers from
switching to the other brands of glucose biscuits.The Parle-G customers
are not against consuming the Tiger brand provided they get the same

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

quality taste as that of the Parle-G brand. They pointed out that the Tiger
brand has a little lower milky taste and is a little sweeter than it should
be. Thus, the company must maintain the price and concentrate on the
brand taste to take maximum advantage of this opportunity. Also,
marketing efforts are required to make the consumers aware of the
brand’s price and make them more of nutrition-conscious so that they can
understand the ‘Glucose H-Force Biscuit’ concept.

CHAPTER - 10
BIBLIOGRAPHY
BOOKS:

 Marketing Management by Philip Kotler (Prentier Hall of India Pvt Ltd)


Ninth Edition.

 Essentials of Marketing Management by Reddy and Appanaih


(Himalaya Publishing House) Ninth edition.

 Consumer behavior by R Nair (Himalaya Publishing House) Third


Edition.

 Keeping Customer Happy by Jacqueline Dunckel and Brian Taylor (Jaico


Publishing House) Second Edition.

 Essentials of marketing Management by S A Sherlaker (Himalaya


Publishing House) Twelfth Revised and Enlarged Edition Reprint.

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“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “

NEWS PAPERS:

 THE ECONOMIC TIMES

 THE TIMES OF INDIA

 HINDUSTAN TIMES

MAGAZINES:

 BUSINESS INDIA

 INDIA TODAY

INTERNET WEBSITES:

 www.britanniaindustries.com

 www.parlebiscuits.com

 www.priyagold.com

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Brand Ambassadors

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PRODUCT ADVERTISMENT

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ADVERTISMENT

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