Module Name: MarketingModule Number: MBA 7003

STUDENT ID:ST20090118NAME: Harikrishnan B Menon

AGENDA

• Introduction

• Segmentation, Targeting & Positioning

• SWOT Analysis

• Porter’s 5 Forces

• Competitors

• Marketing Mix

• Introduction

• Segmentation, Targeting & Positioning

• SWOT Analysis

• Porter’s 5 Forces

• Competitive Strategy

• Marketing Mix

• Conclusion

• Bibliography

AGENDA

INTRODUCTION

• India is the second largest manufacturer of biscuits

• ‘’Sick Man’s Diet’’• 10% of FMCG market• 4500 cr growing rate of 12-14%• growth around 15-17%

(Business.mapsofindia.com ,2015)

• World War II • One of the favourite brands in India• BBC re-registered Britannia Industries Limited(BIL)(Chengappa 2015)

Products

Marie Gold Good Day

Milk Bikis

bourbon`50-50

Segmentation

Demographic Behavioural Psychographic

Targeting

• Britannia Tiger-Low Price & Low Income Group

• Britannia 50-50-Tea Snack & Kids

• Britannia Marie Gold-Biscuit & Family Size.

• Britannia Good Day- All Income Group

• Treat Fruit Rollz-Children, during celebration & Occasion

time

Positioning

Good day

Premium segment

Children and teenagers

Healthy food

Meal or a snack

s ow T• Fastest

growing FMCG

Company

• Top 10 brands

across the

country

• Second most

trusted food

brand in 2010-

2011

• Seventh most

trusted brand

in all

categories

2008

• Tiger Pops ,

Pepper

Chakkar

(Britannia.co.in, 2015).

• High level of

investment

• Loss in

sales 3rd

consecutive

quarter(200

5-06)

• Premium

segment

• Britannia

means

Biscuits

• ‘’Sick Man’s

Diet’’

(Shashidhar, 2014)

• Focussing

on health

free

products

• Standard of

Living has

improved

• Higher

disposable

income

• The rural

sector

consumes

55 %

• Employment

opportunity

increases

• Economy of

India grows

• Focussing

on health

free

products

• Standard of

Living has

improved

• Higher

disposable

income

• The rural

sector

consumes

55 %

• Employment

opportunity

increases

(Ahmad,2013)

Other companies

Competitor

Price

Place

Promotion

Product

Britannia, 45

Parle, 35

ITC, 10

Others, 10

Market share

Britannia Parle ITC Others (Profit.ndtv.com,2015)

References

• Ahmad, Maryam. Marketing Case Studies And Swot Analysis. Saarbrucken: LAP LAMBERT Academic Publishing, 2013. Print.• Articles.economictimes.indiatimes.com,. 'Articles About Britannia - Timesofindia-Economictimes'. N.p., 2015. Web. 27 Aug. 2015.• Britannia.co.in, (2015). Milestones | Britannia Industries Limited - Official Website. [online] Available at: http://britannia.co.in/milestones/

[Accessed 31 Aug. 2015].• Britannia.co.in, (2015). Awards & Recognition | Britannia Industries Limited - Official Website. [online] Available at:

http://britannia.co.in/about-us/awards [Accessed 31 Aug. 2015].• Britannia.co.in, (2015). Britannia Industries Limited - Official Website. [online] Available at: http://britannia.co.in/ [Accessed 31 Aug. 2015].• Britannia.co.in, (2015). Britannia Good Day Choco Chunkies Cookie - Official Website. [online] Available at:

http://britannia.co.in/products/good-day/choco-chunkies [Accessed 31 Aug. 2015].• Britannia.co.in, (2015). Britannia NutriChoice Heavens Cookie - Official Website. [online] Available at: http://britannia.co.in/products/nutri-

choice/heavens [Accessed 31 Aug. 2015].• Britannia.co.in, (2015). Company Overview | Britannia Industries Limited - Official Website. [online] Available at: http://britannia.co.in/about-

us/overview [Accessed 31 Aug. 2015].• Business.mapsofindia.com,. 'Indian Biscuits Industry'. N.p., 2015. Web. 27 Aug. 2015.• Chengappa, Sangeetha. 'Britannia Noses Ahead Of Market Leader Parle'. The Hindu Business Line. N.p., 2015. Web. 27 Aug. 2015.• Dalal, Mihir. 'Varun Berry Charts His Strategy For Britannia'. http://www.livemint.com/. N.p., 2015. Web. 27 Aug. 2015.• Dalal, M. (2015). Britannia plans to boost global sales, set to launch new products. [online] http://www.livemint.com/. Available at:

http://www.livemint.com/Companies/7cmbdqXKd1lABwws7t724L/Britannia-plans-to-boost-global-sales-set-to-launch-new-pro.html?utm_source=copy [Accessed 31 Aug. 2015].

• Equitybulls.com, (2015). Britannia Industries Ltd appoints company secretary - EquityBulls.com. [online] Available at: http://www.equitybulls.com/admin/news2006/news_det.asp?id=154876 [Accessed 31 Aug. 2015].

• FELICIA, S. 2014, "THE MARKETING MIX OPTIMIZATION", Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie, vol. 1, no. 1, pp. 253-257

• Forbesindia.com,. 'Forbes India Magazine - Britannia Industries: The Taste Of Success'. N.p., 2015. Web. 27 Aug. 2015.• Grant, Robert M. Contemporary Strategy Analysis. Hoboken, N.J.: Wiley, 2012. Print.• Ihealthu.com, (2015). Health Magazine | Good Health - iHealthU. [online] Available at: http://www.ihealthu.com/ [Accessed 31 Aug. 2015].• Ihealthu.com, (2015). Get some balance on your plate- Health Magazine - iHealthU. [online] Available at: http://www.ihealthu.com/magazine-

details/get-some-balance-on-your-plate [Accessed 31 Aug. 2015].• Ihealthu.com, (2015). A moving message from your body- Health Magazine - iHealthU. [online] Available at: http://www.ihealthu.com/magazine-

details/a-moving-message-from-your-body [Accessed 31 Aug. 2015].• Jin, Namhee, Jaesu Kim, and Kyung Hoon Kim. 'THE SERVICE MARKETING MIX EFFECT ON CUSTOMER EXPERIENCE AND CUSTOMER EQUITY IN THE

SERVICE INDUSTRY'. GFMC 5.9 (2015): 838-844. Web• Kotler, Philip, and Gary Armstrong. Principles Of Marketing. Upper Saddle River, N.J.: Pearson Prentice Hall, 2006. Print.• Marketing91.com,. 'Marketing Mix Of Britannia - Britannia Marketing Mix'. N.p., 2014. Web. 27 Aug. 2015.• Profit.ndtv.com, (2015). Britannia Industries Reports 36.51% Rise in Q3 Profit - NDTV. [online] Available at:

http://profit.ndtv.com/news/corporates/article-britannia-industries-reports-36-51-rise-in-q3-profit-736764 [Accessed 31 Aug. 2015].• Shashidhar, A. 2014, Nourishing growth: Vinita Bali positioned biscuits as a healthy snack while expanding Britannia's top and bottom lines at the same

time, Living Media India, Limited, New Delhi.• Sachitanand, R. 2009, Britannia's new recipe: With Nusli Wadia in complete control of Britannia, the premier biscuit maker is better placed to beat

back a host of competitors and regain lost ground, writes Rahul Sachitanand, Living Media India, Limited, New Delhi• timesofindia-economictimes, (2010). Britannia CEO Varun Berry finalising plan to build non-biscuit categories, enter new businesses. [online] Available

at: http://articles.economictimes.indiatimes.com/2015-02-06/news/58879143_1_britannia-industries-nutrichoice-vinita-bali [Accessed 31 Aug. 2015].