MARKETING STRATEGIES & CONSUMER BEHAVIOUR OF BRITANNIA

MARKETING STRATEGIES OF BRITANNIA

BRITANNIA PRODUCT STRATEGY:

The product strategy and mix in Britannia marketing strategy can be explained as follows:
Britannia manufactures wide variety of biscuits and dairy products. Britannia’s product strategy in its
marketing mix width primarily consists of biscuits, bread, dairy, cakes and rusk. The product line depth
is highest for biscuits consisting of several products, followed by cakes and breads. Britannia
manufactures biscuits for various segments of consumers, types include sugar free biscuits, cream
biscuits and jam biscuits. Some of its popular brands are Britannia Nutri choice, Britannia Marie Gold,
Britannia Pure Magic, Britannia Little Hearts etc. Britannia Tiger biscuits is the most famous of all
products. Tiger biscuits also cater to the international markets like Australia, Malaysia and Indonesia.
With their joint ventures with dairy companies, Britannia are now able to manufacture and sell cheese,
dahi, ghee and butter. Its products are primarily intended for middle class people India, which forms
the bulk of the population.

BRITANNIA PRICE STRATEGY:

Below is the pricing strategy in Britannia marketing strategy:
Britannia is one of the leading food brands in India. The food manufacturing industry is very
competitive. The base of Britannia’s marketing mix pricing strategy is competition. Also the primary
segment for being middle class people, who are highly price sensitive, forces Britannia to play price
war with its competitors. Britannia tries to bundle its products, which in turn reduces the price of their
products, specially this can be seen in their products which are designed for the family packs. Their
strategy of discrimination of prices help them earn larger profits from consumers who are willing to
pay for healthier products and greater benefits. The price of Britannia products is very much
comparable with its competitors, especially with that of Parle products, and they are almost the same.
BRITANNIA PLACE & DISTRIBUTION STRATEGY:
Following is the distribution strategy of Britannia:
Britannia distributes its products primarily via retail chain. The online segment, which contributes to
less purchases, has been possible by having tie ups with large ecommerce organizations. Britannia
products can be purchased from online portals. With extensive and strong distribution network
Britannia products, can be found in all large and small urban areas across India. But the rural
distribution network is not as good as that of the urban market. As a large FMCG player in India,
Britannia primarily depends on distributors who then decide on dealers and retailers for distribution.
Britannia has made deals with large retailers like spencers, big bazaar which hosts large quantity of
Britannia products and provides better display location.
BRITANNIA PROMOTION & ADVERTISING STRATEGY: The
promotional and advertising strategy in the Britannia marketing strategy is as follows:
Since the brand, Britannia is present for more than 100 years, perception about Britannia is always
good and enjoys high brand recall among consumers, this tends to be a great advantage for Britannia.
Advertisements for Television, print media and billboards are few of the many techniques used by
Britannia in their promotional marketing mix. Britannia has signed agreements with famous
personalities to promote their brand, but this has been different for different products. A bigger part of
their promotional activities is done in the sports sector. Britannia logo tagged cricket bats endorsed by
international players plays an important promotional activity. Britannia also promotes their product as
“essential for good health”, this captures the mind of consumers as nowadays people tend to be more
conscious about the nutrient value of what they consume. Hence, this concludes the Britannia
marketing mix.
CONSUMER BEHAVIOUR OF BRITANNIA

The company Britannia as we know it today has multiple variants in its product segment of biscuits
alone. As the tag line goes “there’s a perfect match for every plate” it has range of biscuits matching
the attitudes of various consumers.

As biscuit is a product, which is the most loved fast food for all age groups, it caters to masses in India.
It is easy to carry and conveniently priced adding to the handiness as a mobile snacks product.

Cultural factor

Biscuits have become favourite evening snacks for Indians. India being a country of food lovers,
involves food to every occasion and hence could relate to the importance of serving biscuits in get
together, social gatherings etc.
As majorly noticeable aspect remains how it complements tea every evening. It being light and
healthier unlike previous tea snacks like samosas, pakodas etc. Has merged with our Indian culture
with ease. There are variants of biscuits with salty flavor, which compliments the sweet taste of tea.
We can notice now how biscuits have become a prominent grocery product and is stored in bulk with
varying flavors depending upon age group preferences.
Social and personal factor

As there is a huge variety of biscuits that Britannia offers, the plethora of options bring in social
influence and personal choice as an integral factor here for consumer behaviour.

The consumer behaviour changes with every age group along with their lifestyle practice. As children
would prefer cream and taste oriented biscuits, the young generation would prefer compromising on
taste for healthier variants and older age group people would prefer more conventional flavor like
elaichi, kaju, butter etc. All these add up to the personal factors for determining the consumer
behaviour.
We can observe the stress of healthier consumption habits on every edible fmcg goods theses days.
From this we can infer the influence that social groups create on a persons consumption habits. This
drift is so high that nutrient contents have become a pre watch before buying any item form stores.
There are options, which Britannia offers to its consumers such as ragi. Oats, oats with cranberry etc.,.
This is a personal factor that Britannia understands and offers suitably.

Psychological factor

The competition today is too high in the biscuits segment as there are other brands offering the same
value to the same customer. So factors such as taste, extra offering, packaging, and advertisement
combine in creating a attitude towards a particular biscuit irrespective of brand. Britannia through its
advertisement like 50-50, good day, little hearts, tiger (salman khan ad) has aided in creating a
psychological factor in consumer behaviour.