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    Vansh Gupta
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    This document contains information about Britannia's competitive pricing strategy compared to its competitors Cadbury, Parle, and United Biscuits. It provides a table showing the prices of various products from each company in different categories like chocolate, crackers, and glucose. It then discusses Britannia's marketing mix price strategy of competing on price while also bundling products to reduce costs and practicing price discrimination based on product health and benefits. Britannia aims to match competitors' prices while using strategies like discounts, festival offers, and affordable nano packs to penetrate more markets.

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    This document contains information about Britannia's competitive pricing strategy compared to its competitors Cadbury, Parle, and United Biscuits. It provides a table showing the prices of various products from each company in different categories like chocolate, crackers, and glucose. It then discusses Britannia's marketing mix price strategy of competing on price while also bundling products to reduce costs and practicing price discrimination based on product health and benefits. Britannia aims to match competitors' prices while using strategies like discounts, festival offers, and affordable nano packs to penetrate more markets.

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    © All Rights Reserved
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    17 views3 pages

    MM Pricing Slides

    Uploaded by

    Vansh Gupta
    This document contains information about Britannia's competitive pricing strategy compared to its competitors Cadbury, Parle, and United Biscuits. It provides a table showing the prices of various products from each company in different categories like chocolate, crackers, and glucose. It then discusses Britannia's marketing mix price strategy of competing on price while also bundling products to reduce costs and practicing price discrimination based on product health and benefits. Britannia aims to match competitors' prices while using strategies like discounts, festival offers, and affordable nano packs to penetrate more markets.

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    © All Rights Reserved
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    of 3

    COMPANY: BRITANNIA

    DIVISION: BISCUITS
    INDUSTRY: FMCG

    MARKETING
    MANAGEMENT
    GROUP ASSIGNMENT– PRICING
    PGDM (D)
    Anishka Aggarwal (21PGDM189)
    Ishan Thakkar (21PGDM205)
    Mukul Kumar (21PGDM214)
    Parth Soni (21PGDM217)
    Rahul Bhuva (21PGDM224)
    Vansh Gupta (21PGDM238)
    Britannia’s – Competitive Pricing
    Categories Britannia Cadbury Parle Categories Britannia Parle United Biscuits

    Chocolate Bourbon (150gm) Oreo (120gm) Hide & seek- black & Digestive Marie Nutri Crunch Mcvitie’s
    bourbon (100gm) (1000 gm) (1000gm)
    - Rs. 30 - Rs. 30 (100gm)
    - Rs. 30 - Rs. 120 - Rs. 200
    - Rs. 20/ 100gm - Rs. 25/ 100gm - Rs. 20
    - Rs. 30/ 100gm - Rs. 20/100 gm
    - Rs. 12/ 100gm
    - Rs. 20/ 100gm
    Crackers 50 50 (200gm) Monaco (75gm) Nutrichoice (100gm)

    - Rs. 30 - Rs. 10 - Rs. 25

    - Rs. 15/ 100gm - Rs. 13.33/ 100gm - Rs. 25/ 100gm

    Krackjack (75gm) Cookie Good day butter cookies 20 20 butter cookies


    (100gm) (75gm)
    - Rs. 10
    - Rs. 15
    - Rs. 15
    - Rs. 13.33/ 100gm
    - Rs. 20/100gm
    - Rs. 15/ 100gm
    Glucose Tiger (115gm) Parle- G (65gm) Good day cashew cookies 20-20 Cashew Cookies

    - Rs. 10 - Rs. 5 (100gm) - Rs. 25


    - Rs. 16.67 /100gm
    - Rs. 8.69/ 100gm - Rs. 7.69/ 100gm - Rs. 20
    The Pricing Strategy of Britannia
    Britannia's marketing mix price strategy is based on competition, because a large portion of the market is made
    up of price-conscious middle-class individuals, Britannia is forced to compete on price.
    Britannia makes an effort to bundle its products in order to reduce costs. This is especially evident in their
    family pack items. Their method of price discrimination allows businesses to make more money from
    customers willing to pay more for healthier products and benefits. Britannia's prices are comparable to, if not
    identical to, those of its competitors, primarily Parle's.

    GOOD DAY MARIE BOURBON

    Discount not in sense of direct


    Bundle of group of products at price but in the sense of extra Festival offers and seasonal offers
    reduced price 50gm .

    Different prices for different product Market-penetration strategy: With


    lines: The better feature and the introduction of nano packs for
    benefit the greater the consumer Affordable prices: Within the range Rs 5 it plans to penetrate into the
    will pay of normal customer rural areas

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