Marketing Strategies of Britannia

Presented By: Mohit Nebhwani Subhrth Saha

Company Overview
About its establishment Trustworthy Its ventures and glories

Market Shares: In Volumes: Britannia - 30.5% . Parle - 38.4% Sunfeast - 6.7%.

In Value: Britannia - 37% Parle - 31.3% Sunfeast - 6.3%

BRITANNIA
The Brand Names Of the Britannia biscuit includes: Vita Marie, Tiger Variants, Good Day, Treat, Jim-Jam & Pure Magic. Leader - Britannia. Challengers - Parle , Sunfeast , Priya Gold. Followers - Dukes , Ampro, Champion. Biscuit volume of this year have grown by 13-14% contributed mainly by Tiger, 50-50 & Good Day brands.

Product Line Decision:

Width Depth Biscuits Cream Treat. Marie Gold. Good Day. 50-50. Bread Premium Bread. Dairy Cheese. Butter. Milk. Cakes/Rusk Cup Cakes

SWOT Analysis of Britannia

STRENGTHS: Favourable market conditions. Major brand names. Loyalty towards the product. Variety of products. Affordable prices. Niche product. Demand in urban and premium segment. OPPORTUNITIES: Increasing income of people. Increasing demand. Growing competition. Introduction of new technology. Increasing tie-ups, mergers. WEAKNESS: Limited resources. Too many brands entering the market. Scarcely distributed in rural areas. Not affordable to low income groups.

THREATS: Cut-throat competition Increasing no. of players in the market Unpredictable shift in consumer demands Entry of foreign players in Indian market Increasing government restrictions Other ready-to-eat products are coming up in the market

Marketing Environment:
Quality
It refers to features of a product that allow it to meet customers expectations. To ensure good quality, Quality raw materials Quality production process Quality design

Through these stages Britannia Good Day adds value.

Britannia uses many processes to achieve quality. It uses quality assurance, control and total quality management to make sure that its quality standards are met. All of these quality processes tie in together.

Marketing Ps

PRODUCT
PRODUCT FEATURES :

Britannia Cream Treat. Mango. Pineapple. Elaichi. Orange. Jim Jam (Niche). Pure Magic. Chocolate. Vanilla.

Varieties

Design

Circula r in shape except Bourbo n which is rectang ular.

Invariab Aping ly Britanni rectang a. ular in shape.

Feature USP

Quantit y of Unique biscuits mouth in waterin packet g ole are cream more. fillings .

Very crispy

PRICING
Pricing objective:
Market Share Maximization. Price Wars. New Product in Companys Product Line.

PROMOTION
ADVERTISING:

MVO: Britannia ka naya Treat. Maaze se lick karo, Maaze ke khao

 REACH TO CONSUMERS :Vitality, Purity, Freshness

Britannia has done LAGAAN campaign. Children and teenagers as a tasty health food New Masti Magic Offer Britannia has been giving Fruit Rollz free with 200gms packet of Bourbon

 Target Audience: Demographics: Age : Region : Category : Religion : Social Class :

5 & above India Children Insignificant Middle & Upwards

Psychographics: Lifestyle : Children enjoying their snacks by watching TV or taking it as a lunch for schools. Behavioral: Occasions User status User rates Loyalty status Readiness stage Attitude towards the product

: Regular occasion : Regular user : Medium user : Loyal : Informed : Positive , hostile

 Sales Promotion Tools

Britannia Britannia Khao World Cup Jao Prizes worth Rs. 1 crore. Includes 100 World Cup Tickets to watch the India Pakistan match in South Africa It also includes cameras ,wrist watches & Britannia Book Of Cricket It spends close to Rs 10 to 12 crore.

PLACE
Channels:
Britannia has adopted indirect marketing channel.

 Coverage:
Britannia covers almost all the urban areas but lacks coverage in rural areas. Outlets of Britannia - 3.3 mn