britania biscuit - a details presentation on various products & its marketing stategy

BRITANIA - BISCUITArmaan Anand

History The company was established in 1892. Biscuits were manufactured in a small house in central

Kolkata. Later, the enterprise was acquired by Gupta brothers mainly

Nalin Chandra Gupta. In 1918, C H Holmes, an English businessman in Kolkata, was

taken on as a partner and The Britannia Biscuit Company Limited (BBCo) was launched.

The Mumbai factory was set up in 1924. Biscuits were in big demand during World War II, which gave

a boost to the company’s sales. The company name finally was changed to the current

"Britannia Industries Limited" in 1979.

INITIAL INVESTMENT…ANY GUESS?

Investment of Rs 295.[

BRITANIA BISCUIT The company's factories have an annual capacity of 433,000

tonnes.

In a separate dispute from the shareholder matters, the company alleged in 2006 that Danone had violated its intellectual property rights in the Tiger brand by registering and using Tiger in several countries without its consent.

The dispute was resolved in 2009 with Britannia securing rights to the Tiger brand worldwide, and Danone paying Rs220 million to utilise the brand.

BRANDS Vita Marie Gold Tiger, Nutrichoice Junior, Good day, 50 50 Treat Pure Magic Milk Bikis Good Morning Bourbon, Thin Arrowroot Nice Little Hearts

Vita Marie

A Marie is a type of sweet biscuit similar to a Rich tea biscuit.

It is made with wheat flour, sugar, vegetable oil and, unlike the Rich tea biscuit, is typically vanilla flavoured.

Consumption pattern Like the Rich tea biscuit, many consider the Marie's

plain flavour particularly suitable for dunking in tea.

Other popular methods of consuming the biscuit includes using two to make a sandwich with butter and marmite or condensed milk spread in between; covering it with golden syrup; or crumbling it up in custard and jelly.

Marketing

TAG LINE Tea time mein jaan daal de

USP Healthy tea time biscuit.

STP

Segment Taste and Quality conscious children and adults

Target Group All age groups middle and upper class people

Positioning A biscuit to be had along with tea

COMPETITION

Competition

Competitors

1. Parle Marie2. Priya Gold Marie3. Local and imported Marie

PRICING BRITANIA MARIE - Rs 27 To 30

Parle marie – Rs 25 to 27

Priya gold marie – Rs 30 to 35.

Very competitive price with excellent brand recognition

SWOT ANALYSISStrength Pricing is low which gives advantage for a high quality

product Good advertising and visibility through TVCs and print

ads Good product quality and packaging Britannia's distribution and brand name has strong

impact Marie is recommended by dieticians as a perfect

snack to take with tea etc

Weakness

Many competitors in this segment means limited market share

Customer loyalty is lesser in food markets and there is high brand switching

.Opportunity

1. Tie-up with corporates/hotel chains

2. Perfect companion for Coffee/Tea so can be marketed with Coffee chains

.Threats

1. Threat from wafer and salted snacks segment

2. Similar local and international branded biscuit categories.

3. Parle innovated Digestive Marie

TIGER BISCUIT

Consumption pattern No particular determined

Is used at marie substitute as times.

KIDS focused due to branding

Marketing

TAGLINEEat Healthy, Think Better

USP High Iron content for children.

STPSTP

Segment Children segment

Target Group Young growing children

PositioningEveryday biscuit for stronger body and sharper mind

COMPETITON

Competitors Parle G

PRICING PARLE G – Rs 5

TIGER – Rs 10 to 25 Though Parle G had clear price

advantage. Britania counters by producing multi flavour of the same brand like orange, vanilla, chocolate, strawberry and more and further increasing the visibility by targeting kids segment.

SWOT ANALYSIS Strength

Pricing is low which gives advantage for a high quality product

Good advertising and visibility to tap children

Good product quality and packaging Britannia's distribution and brand name

has strong impact

Weakness

Many competitors in this segment means limited market share

Food product means limited shelf life if retailer or grocery doesn't sell on time

Opportunity

Tie-up with schools as a part of meals

Untapped rural market and global market

Threats Similar biscuit categories.

Other food products or snacks needed for growing children.

Customer brand switching is high.

Little Hearts

Consumption Pattern Time Pass Biscuit

Mainly based on impulsive capitalization.

Little Hearts is targeted towards the growing youth segment.

Marketing

TAGLINE Melt in the mouth,  Dil sabka actually sweet hai, 'Direct Dil Se'

USP First time sugar-coated biscuits were

retailed in pouch packs.

STP

Segment Youth segment

Target GroupYoung adults, middle income, youngsters who openly express their feelings

PositioningBiscuits which would help youngsters to openly express their feelings

COMPETITION Parle Hide n Seek

PRICING Britannia little hearts – Rs 5 to 12

Pale Hide n Seek – Rs 25

Price wise Britannia has a clear major edge over Parle.

SWOT ANALYSIS Strength Pricing is low which gives advantage for a high

quality product Good advertising and visibility Good product quality and packaging  Britannia's distribution and brand name has

strong impact Unique sugar-coated and heart shaped biscuits

are very popular amongst youth

Weakness

.Lower presence in rural markets

Low visibility as compared to salted snacks

Opportunity

Untapped rural market

Utilising uniqueness of sugar coated snack

Threats

Threat from wafer and salted snacks segment

Local sweet and bakery manufacturers

GOOD DAY

This rich biscuit enjoys a fan following of consumers across all ages.

Good Day is amongst the fastest growing brands in Britannia's portfolio and is today the market leader with almost 2/3 share of the market. The brand is synonymous with everyday treats that infuse happiness into people's daily lives.

Consumption pattern Time Pass Biscuit

Mainly based on impulsive capitalization.

Come in assorted segment to Psychologically target premium segment of all age

Marketing

TAGLINE Iska toh ho Gaya Re Good Day

USP Healthy biscuits with cashew and butter

STP

Segment Quality conscious children and adults

Target GroupAll age groups Lower, middle and upper class people

PositioningEveryday treats that infuse happiness into people's lives

COMPETITION Unibic Cookies

Parle Cookies

Pricing GOOD day – Rs 27 – 30

Unibic Cookies – RS 40 or more ( assorted segment)

Parle – Rs 25 – 30

SWOT ANALYSISStrength Pricing is low which gives advantage for a high

quality product

Good advertising and visibility

Good product quality and packaging

 Britannia's distribution and brand name has strong impact

Weakness

Many competitors in this segment means limited market share

Food product means limited shelf life if retailer or grocery doesnt sell on time

Opportunity

Tie-up with schools and corporate as a part of meals

Untapped rural market

Threats

Severe threat from wafer and salted snacks segment

Similar biscuit categories coming up fast

BOURBON

Consumption pattern Impulsive

Focuses on kids

Focuses on Indian family as a premium sandwich biscuit.

Marketing

TAGLINE Andar se kuch, Baahar se kuch

USP Thick, rich and delicious chocolate packed

between two crunchy chocolate biscuits.

STP

Segment Quality conscious children and adults

Target Group All age groups middle and upper class people

PositioningThe biscuit you can carry when you hangout on any occasion

COMPETITION Cadbury Oreo

ITC Sunfeast Sandwich Biscuits

Parle Hide n Seek

PRICING Bourbon – Rs 27

Oreo - Rs 27

Hide n seek – Rs 35

SWOT ANALYSIS Strength Price is an advantage as its reasonable for

people for spontaneous buying Good advertising and popularity specially

amongst children and youth Good product quality and packaging Nano packs, party packs, gift packs etc gives

choice to customers to buy Excellent distribution through Britannia's

distribution network

Weakness

Limited target audience i.e. people who prefer chocolate

Global presence is limited. Also rural distribution is not high

Opportunity

Tie-up with corporates/hotel chains

Launch various flavours for the cream

Have more distribution in rural areas as well as global markets

Threats

Threat from wafer and salted snacks segment

Similar biscuit categories e.g. Sandwich Biscuits

Chocolates

50-50

Consumption pattern This biscuit comes under snack biscuit.

IT covers 1/3 of the market share.

Projected as free time snack

Marketing

TAGLINE Very very tasty tasty

USP Sweet and salty

STP

Segment Quality conscious children and adults

Target GroupAll age groups Lower, middle and upper class people

Positioning Novel and exciting taste experience

COMPETITION

Krack Jack

Priya Gold

Pricing 50 50 – Rs 10 to 30

Krack jack – Rs 10 to 30

Priya gold – RS 5 TO 30

Though priya gold has clear price advantage but it lacks the band visibility and presence as the other two competitor

SWOT ANALYSISStrength Pricing is low which gives advantage for a high

quality product Good advertising and visibility Good product quality and packaging Variant such as Maska Chaska available to make

the brand stronger Britannia's distribution and brand name has

strong impact

Weakness

Many competitors in this segment means limited market share

Food product means limited shelf life if retailer or grocery doesnt sell on time

Opportunity

Tie-up with schools as a part of meals or with food chains/restaurants

Untapped rural market

Threats

Threat from wafer and salted snacks segment

Similar biscuit categories

GENERAL PRICING STRATEGY All the biscuit under Britannia has kept

appropriate pricing.

Every biscuit has economy packs to family packs.

This style covers every economic segments in the market.

PROMOTION SALES-PROMOTION – e.g. Eat healthy ,Think

better, Buy Britannia ,see cricket ,eat only Britannia

Exchange 4 empty packs with a booklet , when Tiger was introduced in the market.

Britannia supplied note books , scales pencils to children in the name of its new brand of cost .

Britannia is providing small gifts in the Britannia treats pack.

PUBLIC RELATION+ DIRECT MARKETING

Buying biscuits means buying health nutrition and food.

Britannia conducted by Qualitative and Quantitative research , surveying over 5000 consumers , how they perceived the brand .

PLACE Communication Channel – T.V , RADIO ,

other wireless Distribution channel – Big Bazaar , Retail

shop They give first communication channel on

advertisement, promotion . They spend huge amount own money over

to distribution channel , they keep their product in front of customer, they compel to customer to purchase .

5 M’s Of advertising

Measurement – in 2000 among top 300 forbes co.

and increases sales of 37%

Message-Britannia Khao World Cup Jao

Money – 100 million on adv promotion

Media- tv ,live spectators and print

Mission-20% sales increase

and brand saliency