Consumer Behavior

Case Study – II

Britannia Industries Limited

Kirtish Bhavsar

20MBAGEN025
Introduction:
The case is all about the Britannia industries limited. Its business started in 1892 with an initial
investment. Case discusses how the Britannia evolved and how it positioned and maintain to be here
in market since so long. Britannia competitor is AMUL and Mother Dairy in the dairy business apart
from a few regional players. Case also focuses on the year-to-year performance of the Britannia
industries limited, In the 4,500-crore biscuit market Britannia leads in 5 out of 7 categories. The
marketing strategy of Britannia’s is to penetrate distribution channels which is being achieved by
stockpiling packs of chuckle and Chota Tiger at their smaller multi brand outlets. Britannia’s is
attempting to breakdown subcategories in the company that does not reflect the consumer’s thinking.
Britannia is also trying to innovate at various levels which is visible from its variant Fruit Treat
(biscuit in which shell can’t be separated) which resulted from a Consumer research related to
mothers being upset of kids only eating creams instead of the biscuit.

Facts:
• Britannia’s market share in biscuits form 92%.
• Britannia is leading in 5 out of 7 categories in the 4,500-crore biscuit market.
• Britannia is innovating new types of biscuit.
• Britannia is having only 2-3% market share in indulgence space.

Q.1. Competitors like ITC, Priya Gold, etc. have entered into other products like ready to eat
pastas, juices etc. Should Britannia also increase product lines and build up its brand
personality.

Ans: The company focusses on building a good relationship with customers as they are, they play
the most important part in the sale of product. Not only do they keep up to the old customers’
expectations, but they also try to make new customers as their retention plays a major role for the
growth of their business.
They have products like -

• Britannia Tiger-low price for low-income groups

• Britannia 50-50-tea snacks and also for kids
• Britannia Marie Gold-biscuit also for large family
• Britannia Good Day-for higher income group.
 • Treat Fruitz rollz-for occasions
Building brand is very essential idea even for the marketing strategy as it understands the
consumers the variety of benefits it will get while purchasing the product. Building a brand is an
important part of the company. They understand how to increase sales and profit in a short span
of time while continuing to promote its variety of brands to create loyal consumers.

Q.2. Do you feel developing a different brand name for dairy products and biscuits will help
BIL in market positioning? Why?
Ans: No, developing a different brand name for dairy products and biscuits will help Britannia
Industries Limited in marketing position. Because with a legacy of 100 years and annual revenues
of Rs. 9000 Cr, Britannia is one of the leading and most trusted food brands of India as listed in The
Brand Trust Report. Britannia is a brand which many generations of India have grown up with and
its products are universally liked. Its product portfolio includes a wide range of biscuits, bread,
cakes, rusk, and dairy products including cheese, beverages, milk, and yoghurt. Britannia is largely
famous for its OOH advertisements and traditional marketing strategies. Being an old established
company, it heavily relies on radio messaging and TV advertisements to attract its customers.