group 12 britannia

8/4/2019 Group 12 Britannia

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A Project on

Group 12

Namit AggarwalSahil PandeyKaran WadhwaRishub JainV. Chaithanya

Varun Gupta


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FLOW OF PRESENTATION

Introduction Marketing Strategies

Failure of Dairy Products SWOT Analysis


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BRITANNIA

An Indian based largest bakery productsmanufacturer with 38% market share.

Principal activity is the manufacture and sale

of biscuits, bread, rusks, cakes and dairyproducts.

Established in 1892, with an investment of Rs.

295 in Central Kolkata. Strode into the 21st Century as one of India's

biggest brands and the pre-eminent food

brand of the country.


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BRITANNIA BRANDS


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Marketing Strategy

Strong quality of the product and customersatisfaction. Growing relationship with customer and

customer retention. Focus on competitors activity. A growing emphasis on global thinking and

local marketing planning A growing emphasis on global thinking and

local marketing planning

Promotional Strategy


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4 Ps of Marketing

Product: Britannia launched Tiger biscuits to combat Parle-

G and 40% of total rural and urban markets.

Britannia introduced biscuits with lowcholesterol, sugar and fats.Pricing: Market-Penetration Pricing for the products like

tiger. Aims to upgrade the unorganized sector

consumer.


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Promotion: The Lagaan Match was voted India's mostsuccessful promotional activity of the year 2001. The colors they use denote festivity.

Place: Britannia uses both PUSH and PULL strategies. It has the most widely distributed network in the

biscuit industry.


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THE ORIGIN OF'Eat Healthy, Think Better'

Consumers seek foods that complementtheir lifestyles while offering convenience,variety and economy, over and above healthand nutrition.

Britannia had the ability to resonate with thechanges in consumer needs-needs that have

varied significantly across its 100+ yearepoch


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THE ORIGIN OF'Eat Healthy, Think Better (cont)

IN 2002 Re-birth- new corporate identity'Eat Healthy, Think Better' lead to newmission: 'Make every third Indian a Britanniaconsumer .

Britannia saw the writing on the wall. Its"Swasth Khao Tan Man Jagao (Eat Healthy,Think Better) encapsulating the core essence

of Britannia - healthy, nutritious, optimistic -and combining it with a delightful productrange to offer variety and choice toconsumers .


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RECENT PRODUCT Tiger Banana - Britannia Tiger Banana packed

with IRON ZOR and goodness of Banana isaccessible to all, being available in convenientpacks priced at Rs.2, Rs.4 and Rs.10. IRON ZORhelps make mind sharper and body stronger.

NutriChoice SugarOut - Sounds like yesterdaywhen people commented that healthy foods

meant "compromising on the taste. Theproduct is not just sweet but tastes great, andyet contains no added sugar.


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RECENT PRODUCT(cont) Treat Fruit Rollz - Want to know a little secret?

They make the best tiffin treats!Fruit Rollz isindeed a yummy snacking option for kids,while keeping the Moms assured about thegoodness provided by the fruit filling.

Britannia 50-50 Pepper Chakkar - The tangyand distinctive pepper flavored biscuit, is truly

a case of leveraging the marketingmix to best advantage.


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FALIURE OF DAIRY PRODUCTS

Britannia has tried to venture into many milkbased products like package milk, butter,cheese, Ghee etc.

But Amul being a market leader in thisproduct range had a brand image whichBritannia was not able to break.

Thus many of these products failed.


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Dairy Transformations


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REPOSITIONING OF PRODUCTS

To get a market share in the milk basedproducts Britannia had to reposition itself.

They made the packaging more attractive. They also launched new products like different

type of cheese (e.g. gourmet cheese) andflavored milk(e.g. Tiger Zor Milk).


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Porters Analysis

THREAT OFENTRANTS

THREAT OFSUBSITUTES

POWER OFSUPPLIES

POWER OFBUYERS

COMPETETITIVERIVALRY


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Its competitors in the biscuit segment are:-Parle (30% market share),Bakemans (8%),Ampro (6%) andKwality (4%).

Britannia is the market leader in value terms, but

Parle controls 44% of the total volume comparedto Britannias 34%. However, Britannia recentlybought over Kwalitys brands thus indirectlyincreasing its market share

Competitive rivalry


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Britannia had a weak presence in the largestbiscuits segment Glucose (36% of total

biscuit market), aimed at the lower end of consumers. It launched Tiger in this segmentduring 1997.

Bread contributes about 5% to Britanniastopline.

The Indian bread market is largely dominated

by the unorganised sector. Besides Britannia, Modern Foods is the only

other national player in the branded segment.


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Food Strategies

Biscuit :- Target customers to capture growth ineach category by segmenting the market bothalong convetional lines & through segmentation.

Dairy :- Enter selective segments to establish apresence so that portfolio includes premium aswell as popular brands.

Bread :- Continue with this category despite

being a low margin market since its presence is alogical extension of its expertise in bakeryproducts.


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SWOT Analysis

STRENGTHS: Widely accepted in all generations . Provide good instant remedy for hunger in the

form of readymade food. Preserve the non seasonal food and makes it

available throughout the year. Brand name.


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WEAKNESS: Decrease nutritional value. Increases the cost of food products.

Industry and technology requires highinvestment.

Regular usage of processed food can cause

alteration in health.


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OPPORTUNITIES: Progressing economy of India. Improved living standard. Increase disposable income and busy lifestyle. Good quality of goods (in terms of nutrition) Inflow of foreign reserves and funds for the

govt. Other avenues like ready to eat foods. Provide competition to foreign companies.


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THREATS: Sometimes provide poor quality of product for

more profit Lack of technology. Unable to utilize all resources efficiently.


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NEW PRODUCT LAUNCH

Britannia can launch Chocolates.


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Key factors behind the product

The Confectioneries market is valued at Rs.3500 crore of which just Rs. 1400 crore is fromorganized sector .

In 2010, the major players controlled 32%of the market while in 2011, the share of majorplayers in confectioneries market has been

increased to 40%and the rest 60% of themarket is controlled by smaller players.


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Positioning

Close tie ups with the small companies inconfectioneries business.

As it is a new entrant in this business.

Feasibility of the New Launch They have specialized manufacturing unit. Good brand Image. Access to distribution channels.


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THANK YOU

group 12 britannia

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