Marketing Strategies of

Britannia

Presented By:
Mohit Nebhwani
Subhrth Saha
 Company Overview
• About its establishment

• Trustworthy

• Its ventures and glories

 Market Shares:
 In Volumes:
Britannia - 30.5% .
Parle - 38.4%
Sunfeast - 6.7%.

 In Value:
Britannia - 37%
Parle - 31.3%
Sunfeast - 6.3%
 BRITANNIA
The Brand Names Of the Britannia biscuit includes:
Vita Marie, Tiger Variants, Good Day, Treat, Jim-Jam &
Pure Magic.

Leader - Britannia.
Challengers - Parle , Sunfeast , Priya Gold.
Followers - Dukes , Ampro, Champion.

Biscuit volume of this year have grown by 13-14%

contributed mainly by Tiger, 50-50 & Good Day brands.
 Product Line Decision:

Width Biscuits Bread Dairy Cakes/Rusk

Depth • Cream Treat. • Premium • Cheese. • Cup Cakes

• Marie Gold. Bread. • Butter.
• Good Day. • Milk.
• 50-50.
 SWOT Analysis of Britannia
STRENGTHS:
Favourable market conditions.
Major brand names.
Loyalty towards the product.
Variety of products.
Affordable prices.
Niche product.
Demand in urban and premium segment.
OPPORTUNITIES:
Increasing income of people.
Increasing demand.
Growing competition.
Introduction of new technology.
Increasing tie-ups, mergers.
WEAKNESS:
Limited resources.
Too many brands entering the market.
Scarcely distributed in rural areas.
Not affordable to low income groups.
THREATS:
Cut-throat competition
Increasing no. of players in the market
Unpredictable shift in consumer
demands
Entry of foreign players in Indian
market
Increasing government restrictions
Other ready-to-eat products are coming
up in the market
 Marketing Environment:
Quality
• It refers to features of a product that allow it to meet customers’
expectations.
• To ensure good quality,
• Quality raw materials
• Quality production process
• Quality design

Through these stages Britannia Good Day adds value.

• Britannia uses many processes to achieve quality. It uses quality
assurance, control and total quality management to make sure that
its quality standards are met. All of these quality processes tie in
together.
Marketing P’s
 PRODUCT
PRODUCT FEATURES :

Britannia
• Cream Treat.
Mango.
Pineapple.
Varieties Elaichi.
Orange.
• Jim – Jam (Niche).
• Pure Magic.
Chocolate.
Vanilla.
Design Circula Invariab Aping
r in ly Britanni
shape rectang a.
except ular in
Bourbo shape.
n
which
is
rectang
ular.

Feature USP Quantit Very

y of crispy
Unique biscuits
mouth in
waterin packet
g ole are
cream more.
fillings
.
 PRICING

 Pricing objective:

Market Share Maximization.

Price Wars.
New Product in Company’s Product Line.
 PROMOTION
 ADVERTISING:

MVO: Britannia ka naya Treat. “Maaze se lick karo, Maaze ke

khao “
 REACH TO CONSUMERS :Vitality, Purity, Freshness

• Britannia has done LAGAAN campaign.

• Children and teenagers as a tasty health food

• New Masti Magic Offer

• Britannia has been giving Fruit Rollz free with 200gms packet
of Bourbon
 Target Audience:

Demographics:
Age : 5 & above
Region : India
Category : Children
Religion : Insignificant
Social Class : Middle & Upwards

Psychographics:
Lifestyle : Children enjoying their snacks by watching TV or taking
it as a lunch for schools.

Behavioral:
Occasions : Regular occasion
User status : Regular user
User rates : Medium user
Loyalty status : Loyal
Readiness stage : Informed
Attitude towards the product : Positive , hostile
  Sales Promotion Tools
 Britannia
• Britannia Khao World Cup Jao

• Prizes worth Rs. 1 crore.

• Includes 100 World Cup Tickets to watch the India – Pakistan

match in South Africa

• It also includes cameras ,wrist watches & Britannia Book Of

Cricket

• It spends close to Rs 10 to 12 crore.

 PLACE
 Channels:
 Britannia has adopted indirect marketing channel.
 Coverage:

 Britannia covers almost all the urban areas but lacks

coverage in rural areas.

 Outlets of Britannia - 3.3 mn