Britannia Biscuits

Group 08
Presented By:
Abhishek Rathi Noopur Jain
Anushka Gambhir Ram Agarwal
Himanish Bhandari Saurabh Mishra
Agenda

 Environmental Analysis
 Industry Attractiveness for the firm
 Consumer Behaviour
 Market Segmentation
 Selection of Target Segment
 Positioning strategy
 Responding to Competitors
 Pestel Analysis
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Political Exemption on Customs Duty

Economical Shortage of Milk

Social Need for Healthy Eating Habits

Technological New age packaging & Cloning of Livestock

Environmental Change in the Climatic Conditions

Legal Raising the Norms for the Probiotic Food | GST 18% on biscuits
 Porter Analysis
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Bargaining Power of Suppliers Bargaining Power of Buyers

• High supplier concentration of the raw • Availability of numerous substitutes

materials • Strengthened distribution channels
• Processing machines are purchased • Power of the buyers has grown
from selected suppliers Industry Rivalry through brand development
• Range of products
1.Immense competition
Threats of New buyers Threats of Substitution
2.Cyclic nature of demand
3.Large scale manufacturers
• Multiplicity of food laws • Numerous substitutes
4.New Entries
• Hike in central excise duty • Price sensitive
on biscuits • Extremely price sensitive industry
• Fixed Investment subsidies given • Low switching costs
by the government • Profits constrained
Consumer Behaviour for product
category
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Cultural factors
• Tea and coffee obsessed nation
• Biscuits are complimentary with tea and coffee, India consumed approximately Rs. 8000 Cr of biscuits in 2016

Social Factors
• Consumer behaviour changes with every age group along with their lifestyle practices for example children and
older generation will prefer different products

Psychological Factors
• Motivation: Hunger, social needs
• Perception: Taste , Flavour
• Learning Beliefs : Based on previous experiences of taste and value for money
• Memory: Britannia is one of the biggest and oldest names in the biscuit market and with its large portfolio it is
hard to miss
 Market Segmentation
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Behavioural Geographic Demographic Psychological

S. Freque Percent
S.No Particulars
N Particula Frequ Perc ncy age
o rs ency ent Total Sales(2016) – 1 Age group
15-25years 30 60
Frequency of consuming
Rs 750Cr 25-35years 11 22
1 Good Day Biscuits % Market share 35-45years
Above 45years
7
2
14
4
Daily 15 30

Once in a week 10 20 2 Gender

Male 40 80
Once in 2 week 12 24
30% Female 10 20
Once in a month 11 22
3 Occupation
Rarely 2 4 70% Student 30 60
Self-employed 10 20
Employee
4 8
public/private
Others 6 12
Rural Urban
Selection of Target Segment(s)
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 Britannia Tiger-Low Price & Low Income Group

 Britannia Marie Gold-Biscuit & Family Size

 Britannia Good Day- High Income Group

 Britannia Nutrichoice– Higher income group

Britannia Biscuit Positioning
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
Britannia Biscuit Positioning
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Positioning Map of Consumer Perception of Brands

Taste
Tiger Milk Bikis
Jim Jam + Treat
Good Day Little Hearts
CRACKERS Bourbon

Affordable Premium

Marie Gold NutriChoice

Healthy
Responding to Competitors

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 Unveiled an ultra-modern research and development facility in Bidadi

Market Share  Britannia to build ~1,000-cr largest biscuit plant in Maharashtra

 Team developed for market launch, a new differentiated product ‘Cake Biscotti’
 Relaunch of the products which were received good by the customers
 Accelerating its Cost Efficiency program helped achieving growth of 10.5%
 Entered into a Joint Venture Agreement with Chipita S. A, for manufacture and
sale of ready-to-eat filled croissants
Britannia ITC Parle  Company expanded its capacity during the year across five locations
22.9% 8.9% 2.4%
 Q&A

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Thank You