OF

Britannia Industries Limited

By:-
Manoj Kumar Singh
Roll. No. 47
 Britannia was started in Calcutta in 1892 with
an initial investment of Rs. 295.
 In 1979, Britannia Biscuit Company was re-
christened Britannia Industries Limited.
 Forbes Global rated Britannia “One amongst
the Top 200 Small Companies of the World”.
 The Economic Times pegged Britannia India’s
2nd most Trusted Brand.
 In Indian biscuits market, Britannia is highest
selling in terms of value, followed by Parle
and ITC.
Products of
Britannia
The new products of Britannia
are:-
NutriChoice 5 Grain Biscuits
Tiger Banana
NutriChoice SugarOut
NutriChoice Digestive Biscuit
Treat Fruit Rollz
Britannia 50-50 Pepper Chakkar
The other Products are:-
Biscuits
Daily Fresh Breads, Cakes, Rusks
Shubh Kaamnayein
 With Eat Healthy, Think Better, Britannia
positions itself as a healthy and nutritious
alternative.
 It also positions itself as delightful and

tasty.
 Good Day ads with “Iska Toh Ho Gaya Re

Good Day”, it has tried to position as the

brand perseveres to infuse cheer, hearten
the nation and enliven lives.
 Britannia’s products comes under
nondurable goods.
 The products comes in different sizes as
well as shapes.
 The product features are:-
◦ The products are good for health.
◦ The products are tasty.
◦ The products are available in attractive
packaging.
◦ The products are of good quality.
◦ The products are available in a number of
variants.
◦ The products also provides development fuel for
children.
 Product-Line Length – Britannia
has a good length of its Product-
Line.
 The company has done line
stretching in Two-Way Stretch.
 The pricing strategies of Britannia are:-
 Market-Penetration Pricing for the products

like tiger.
 Product-Quality Leadership for products

like Good Day and Treat.

 Special-Event Pricing in festive seasons.
 Britannia uses the both i.e. pull strategy as
well as push strategy to persuade the
demand.
 The company follows the intensive
distribution strategy.
 Consumer Distribution
Channel
Manufacturer

West
North South East
Region
Region Region Region

Dealer

Wholeseller

Retailer

Consumer
 Britannia promotes itself through:-
 Advertisements – Television, newspaper,

magazines, radio, etc.

 Sales Promotion – Small pack of 50-50 with

Good Day, free gift pack in festive seasons,

rural marketing fair, etc.
 Events – Britannia Khao Worls Cup Jao in

1999, The Lagaan Match in 2001, etc.

 Interactive web site.