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Britannia Industries Limited
Britannia Industries Limited (BSE: 500825, NSE: BRITANNIA) is an Indian food-products corporation based in Kolkata [2] , India. It is famous for its Britannia and Tiger brands of biscuit, which are popular throughout India. Britannia has an estimated 38% market share.[3]
The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes and dairy products.
Type Private
Founded 1892
Headquarters Kolkata and Bangalore; R&D Chennai, India
Number of locations 300 stores
Area served India Key people Nusli Wadia, Chairman
Ms. Vinita Bali, (M.D)
Industry Food Products Biscuits Tiger, Britannia,
milk
Revenue ▲ Rs 2,200 crore
Owner(s) DANONE, Kalabakan Investments
Parent Wadia Group,
Associated Biscuits Intl. Holdings Website www.britannia.co.in
1892
o The Genesis - Britannia established with an investment of Rs. 295 in Kolkata
1910 o Advent of electricity sees operations mechanized
1921 o Imported machinery introduced; Britannia becomes the first company East of the Suez to use gas ovens o Sales rise exponentially to Rs.16,27,202 in 1939 o During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore
1975 o Britannia Biscuit Company takes over biscuit distribution from Parry's
1978 o Public issue - Indian shareholding crosses 60%
1979 o Re-christened Britannia Industries Ltd. (BIL)
1983 o Sales cross Rs.100 crore
1989 o The Executive Office relocated to Bangalore
1992 o BIL celebrates its Platinum Jubilee
1993 o Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Grouped DANONE in BIL
1994 o Volumes cross 1,00,000 tons of biscuits
1997
o Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make every third Indian a Britannia consumer' o BIL enters the dairy products market
1999 o "Britannia Khao World Cup Jao" - a major success! Profit up by 37%
2000 o Forbes Global Ranking - Britannia among Top 300 small companies
2001 o BIL ranked one of India's biggest brands o No.1 food brand of the country o Britannia Lagaan Match: India's most successful promotional activity of the year o Maska Chaska: India's most successful FMCG launch
2002 o BIL launches joint venture with Fonterra, the world's second largest dairy company o Britannia New Zealand Foods Pvt. Ltd. is born o Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global o Economic Times ranks BIL India's 2nd Most Trusted Brand o Pure Magic -Winner of the WordStar, Asia star and India star award for packaging
ORIGIN OF EAT HEALTHY THINK BETTER
Britannia -the 'biscuit' leader with a history-has withstood the tests of time. Part of the reason for
its success has been its ability to resonate with the changes in consumer needs-needs that have
varied significantly across its 100+ year epoch. With consumer democracy reaching new levels,
the one common thread to emerge in recent times has been the shift in lifestyles and a
corresponding awareness of health. People are increasingly becoming conscious of dietary care
and its correlation to wellness and matching the new pace to their lives with improved nutritional
and dietary habits. This
new awareness has seen consumers seeking foods that complement their lifestyles while offering
convenience, variety and economy, over and above health and nutrition. Britannia saw the
writing on the wall. Its "Swasth Khao Tan Man Jagao" (Eat Healthy, Think Better) re-position
directly addressed this new trend by promising the new generation a healthy and nutritious
alternative - that was also delightful and tasty. Thus, the new logo was born, encapsulating the
core essence of Britannia - healthy, nutritious, and optimistic - and combining it with a delightful
product range to offer variety and choice to consumers.
PRODUCT MIX OF BRITANNIA:
PRODUCT WIDTH:
BISCUITS BREAD SNACKS CAKES
DAIRY PRODUCTS. RUSKS
VitaMarieGoldTiger, Nutrichoice JuniorGood day50 50Treat, Pure Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot,Nice Time, Little Hearts Time pass
plain whitesliced breadWhole Wheat Bread
Cup cakesBar cakes
Britannia Rusks
PRODUCT LINE:
VitaMarieGold Pure Magic Milk Bikis
Tiger Good Morning Bourbon
Treat Nutrichoice Junior Good day
50-50 Little Hearts Time pass
Plain whitesliced bread Cup cakes Whole Wheat Bread
Bar cakes Britannia Rusks
PRODUCT DEPTH;
TREAT NUTRICHOICE
GOOD DAY BOURBON
1. Elaichi2. Fruit Flavoured
Orange pineapple mango strawberry
3.Jim jam range4.Duet Range
Strawberry vanilla
Duet Strawberry Chocolate
5.Fruit Rollz Treat choco
gelo Yummy
chocolate Gooey
caramel
1. Thinroot2. Cream craker3. Digestive4. Sugarout5. 5-Grain6. Classic Lite
crecker7. Nature Spice
cracker
Good day cashewGood day butterGood day pista badamGood day choco chipsGood day coconut
1. Nano pack2. Pocket pack3. Hangout pack4. Party pack
50-50 TIGER LITTLE RUSK
HEARTS50-50Maska Chaska
Tiger coconutTiger creamsTiger bananaChota tiger
chocolateSesame
MilkSaunfJeeraCardamom
COOKIESChocolate marbleCoconut MacroonAlmond cookies
TIGER BISCUIT
Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first year of its launch and continues to be so till today. Tiger has grown from strength to strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has further helped bolster its growth in the highly competitive glucose biscuit category.
Tiger Glucose : comes with the added goodness of wheat and milk. It is for modern mothers who play an enabling role for their children to compete in today's world and thus want the best. Tiger Glucose is fortified with "Iron Zor"** with an attempt towards addressing the iron deficiency crisis the children of India face.
Over the years, Tiger has become the mass-market face of Britannia symbolising fun and energy in both urban and rural India, and transcending glucose biscuits.
**IRON ZOR helps make mind sharper and body stronger
Tiger Krunch Cookies : Taking fun & energy to next level, Tiger launched Krunch Cookies in the month of October 2010. These cookies available in two exciting variants, Fruit & Nut and Chocochips, are not only great to taste but full of energy. Now kids can enjoy great taste, lots of energy at just Rs.5/-
"Energy of 4 Fruit & Nut Biscuits = Energy of 1 Apple + 4 Cashewnuts"
Tiger Cream : Was introduced in 2002 at just Rs.5 per pack. Tiger Cream is now available in Orange, Elaichi, Chocolate, Pineapple, Strawberry and Butterscotch flavours, and promises to bring more fun and more energy to children across the country.
Tiger Coconut : Delicious coconut flavoured energy biscuit, was launched in 2001.
Tiger Banana : Britannia is committed to help secure every child's right to Growth & Development through good food everyday. Purposefully taking forward the credo of 'Eat Healthy, Think Better', we have launched a new variant under our power brand TIGER - TIGER BANANA - power packed with IRON ZOR & and with the delightful taste of banana
STP analysis of Britannia tiger
Segmentation
Both urban and rural india.
Targeting
Targeted mainly to kids.
Positioning
Positioning is done for modern mothers who play an enabling role for their children to compete in today’s world and thus want the best.
Thick, rich and delicious chocolate packed between two crunchy chocolate
biscuits, topped with sugar crystals - presenting, the original Bourbon,
from the house of Britannia.
India's first and favorite Bourbon's sweet adventure began in 1955. Since
then, Bourbon lovers across the country have been caught opening this
chocolate couplet, licking the cream, and nibbling at the melt-in-your-
mouth biscuit, bit by bit. Some have been witnessed chomping it whole, at
one go. Some have been noted to alternate it with sips of coffee; others
team it with lots of gossip and gupshup, while a few have been observed
enjoying it with a book.
And some have been seen reluctantly sharing their Bourbon.
Whatever the occasion, wherever the hangout, Bourbon makes for great
company. You can grab your very own Nano Pack or a Pocket Pack. The
Hangout Pack is just right for chilling with friends. Take along a Party
Pack for... yes, a party! And the Gift Pack will surely win you a few
brownie points!
So go on, give yourself a happy high with a quick dose of Britannia
Bourbon!
New from Britannia Bourbon
Bring alive your sweet wicked side with the new cappuccino in town! Two
crunchy chocolate biscuits sprinkled with sugar crystals waiting to reveal
what's hidden inside - the world of coffee! Smooth, rich, and deliciously
bitter. Bite into this bitter - sweet delicacy to relish the new Bourbon
Cappuccino!
Meet your naughty side, ease your way through situations smoothly, yet
cleverly. Just like how Nikki and her grandmother did in our latest TV ad.
(Add link to our TVC). Or just spend endless hours gossiping. Plan your
next mischief, mastermind another cheeky move with your crazy bunch of
friends and relive those steamy coffee moments, over the new 'most
popular' cappuccino in town.
Feeling sweetly wicked already? Just grab a pack from a store near you.
GOOD DAY
Britannia Good Day was launched in 1986 in two delectable avatars - Good Day Cashew and
Butter. Over the years, new variants were introduced - Good Day Pista Badam in 1989, Good
Day Chocochips in 2000 and Good Day Choconut in 2004.
This rich cookie enjoys a fan following of consumers across all ages, loyal to the brand promise
of a great taste, evident from the visibly abundant ingredients. Good Day is among the fastest
growing brands in Britannia's portfolio and it has been the leader in the cookies category ever
since its launch. The brand is synonymous with everyday treats that infuse happiness into
people's lives.
After two decades of magnificent success; it was time to give the nation yet another reason to
have a good day. Abundance, goodness, indulgence and now unrestrained joy - that is the
message of this new campaign.
The new TT ad is the uncontrollable expression of the ticket collector's happiness and joy that is
stimulated by consumption of the cookie, that spreads cheer amongst the people around him
creating an atmosphere of shared joy that's unorchestrated and straight from the heart. The
celebration was taken to the IPL as Good day cheered along with a million cricket fans in the
stadiums, each screaming and proclaiming "Ho gaya re Good Day". The dazzling brilliance of
this endeavour, the contagious rhythm needs to be lived and spread through the nation, making
'Iska toh ho Gaya Re Good Day' a part of the common lingo and a way of life.
Good Day truly believes laughter and happiness are infectious, it transcends race, caste creed
unifying humanity in an inclusive emotion.
The brand perseveres to infuse cheer, hearten the nation and enliven lives. With its rightful place
on the front page of The Times of India, Good Day gifts the nation a priceless treasure, that of
spreading JOY!
Targeting
This rich biscuit enjoys a fan following of consumers across all ages