Marketing Management

ASSIGNMENT
ON
Segmentation, Targeting and Positioning (STP)
By
Group 1

Product– Biscuits
 INTRODUCTION
Britannia is one of the prominent FMCG Company in India
with a net profit of Rs. 15,162 million in FY 2021. The product
list under this firm comprises of bakery & dairy products such
as:
• Biscuits
• Breads
• Cakes
• Gift Sectors
• Dairy Products
For the objective of STP (Segmentation, targeting,
positioning) analysis of Britannia we chose the following
products:
• JIM-JAM
• BOURBON
• NUTRI-CHOICE
• TIGER GLUCOSE
• MARIE
 1. JIM JAM-TREAT
TREAT TOH LE HI LEGEIN!

In 2002, Britannia introduced a product named Treat for little

pranksters. It’s a yummy creamy biscuit. It’s having cool shapes and soft
cream famous with the kids and in the market.

Segmentation: -
 Demographic - yummy, creamy biscuits, Its lip-smacking flavours,
cool shapes and soft cream famous with the kids and in the
market. Age Group 6 and above
 Geographic- This product is more popular in urban and sub urban
areas. Urban Areas
 Behavioural – This biscuit is for special occasions.
 Psychological- Its creamy texture and twist of jam have hatched
many a clever conspiracy to bite into a Treat

Targeting: -
 Kids above 6 years are the target of this biscuit.
 People with high income

Positioning: -
 This biscuit is positioned as a snack and the combo of thick vanilla
or cunning chocolate cream sandwiched between crisp biscuits,
topped with a dollop of Jam and sugar crystals, makes Jim Jam
best of all biscuit.
Its price strategy and distribution are very strong as it can be available on
Railway Stations and while travelling. Britannia Treat Jim Jam Cream Sandwich
Biscuits are loved by people of almost all age groups.
2.BOURBAN
THODA AUR CHOCALETEY, THODA AUR CRUNCHY!

Britannia Bourbon is all about showing off your wickedly smooth side. It
has always been the chocolate lover’s favourite guilt trip.

Segmentation: -

 DEMOGRAPHIC- Chocolate cream with crispy biscuit and sprinkled

sugar, a biscuit of such structure has been a favourite of children,
other than people with diabetes can consume the biscuit with
great pleasure. AGE- 6 and Above
This is for middle to high income bracket
 GEOGRAPHIC- Although it’s more popular in urban and semi-
urban areas. rural area it will not be a product of regular
consumables as preference of rural for biscuits is more
confined cheaper rates, whereas bourbon may be
bought on special occasion. LOCATIONS- Urban & Sub-Urban
areas

• BEHAVIOURAL- Mostly termed as snack bourbon is consumed in

two scenarios, one being snacks either for individual or parties,
and the second is when chocolate lovers have tooth cravings.

• PSYCHOLOGICAL- A niche part of the population are lovers of

chocolate for such customers bourbon has been a constant
preference.
Targeting: -
 Children would be the major target audience but bourbon has
always advertised itself not only for kids but around friends and
friendships either during break time, camping, travelling.
• It’s a family consumable thus residential area grocery stores and big
retailers are targeted for distribution.

Positioning: -
 It has always stood for sowing your wicked side and a chocolate
lover’s favourite guilt trip

3.NUTRI- CHOICE

Britannia Nutri Choice is now a leading health brand in India’s biscuit

market. It’s a exclusive combination of ‘health and taste’. Nutri Choice
was the first brand to explore the concept of healthy biscuit in the
biscuits category.

Segmentation: -
 Demographic- This biscuit for adult people who are diet or health
conscious and who seek a healthy life. This is for consumers with
high income.
 Geographic- It is available in urban area.
 Behavioural- It give many health benefits. It contains many nutrients
which are important for healthy body.
  Psychological- It is a snack for those who are diet or health
conscious.

Targeting: -
 Target Diet Conscious people and high-income group of people.
 Consumers with disease like diabetes, heart disease etc.

Positioning: -
 It’s a enjoyable and tasty snack for the people who behave for
healthy leaving.
 positioning triggered the acceptance of biscuits as a healthy and
tasty way to satisfy cravings between meals.

4 TIGER
ROZ BADHO

That’s something every mother would wish for her child! Keeping this in
mind Britannia introduced a product named Tiger which is high in
nutrition and great in taste. It has 4 range- Glucose Range, Tiger Crunch
Choco chip, Tiger kreemz chocolate, Tiger Kreemz Choco Vanilla.

Segmentation: -
 Demographic- This is for growing kids. People earning a low
income and who wants quality and quantity products.
 Geographic- Tiger biscuits are available in all the provinces.
Specially in the slums and villages.

Targeting:
 targeting people from lower income who cannot afford high
priced biscuits. The target market we are targeting are
children of age 2 to 13 years.
 Positioning:
 The logo of Tiger creates a sign of confidence and superiority
to the people who cannot afford high priced biscuits and also
it gives them confidence that they are consuming a healthier
product, which is, enrich with nutrients and minerals.

5 MARIE
CHEERS TO HEALTH AT TEA TIME!

In India people love to have biscuits with tea. Tea times are incomplete
without a packet of Britannia Marie biscuits. It has good number of
vitamins and minerals. Marie is one variety of biscuits that is highly
recommended by dieticians.

Segmentation: -
 Demographic- This for people who are above 45 years and
who are diabetes patients.
 Geographic- Available in urban and rural areas. It very popular
in rural areas because of its cheap rates.
 Behavioural- It is low-calorie biscuit, gives health benefits
 Psychological- It is a nutritious biscuit provides many health
benefits to this age group
Targeting: -
 It targets urban, semi-urban and rural population
 Low-in come group of people
 People who have diabetes.
Positioning: -
 Oldest brand enjoys a heritage that spans the last 50 years.
 Today, the ever-popular Marie Gold is synonymous with “Tea
Time Biscuit”. Its Taste, Crispiness and lightness make it a must
for every tea break

SEGMENTATION TARGETING AND POSITIONING

SEGMENTATION
JIM JAM BOURBON NUTRI TIGER MARIE
CHOICE
DEMOGRAPHIC Kids AGE- Elder Kids AGE – Above
children, people 45 years
families, mid high-
& high- income
income level level
GEOGRAPHIC Urban Area Urban and Urban Urban Urban, semi-
rural Area and Rural urban and
Areas rural area
BEHAVIOURAL Special For snacks, Diseases- Health Low-calorie
Occasion – parties, Diabetes, benefits, content,
Snacks travelling Obesity, Snack suitable for
stomach biscuit diabetic
problem, patient. Low
heart content of
diseases carbohydrates
PSYCHOLOGICAL The combo Customers People An Customers
of thick that prefer preferring enjoyable prefer this as
vanilla or chocolate more yet ingredient in
chocolate flavoured fibre and healthier this are
cream cream less sugar choice of suitable and
sandwiched biscuits content biscuits healthy for
between biscuits for kids this age
crisp group.
biscuits
 TARGETING
JIM – JAM BOURBON NUTRI CHOICE TIGER MARIE GOLD
1) Children of 1)Children of 1) Age group- 1)Children of age 1) age group
age group age group 6- 50 plus group 7 and above 45 years
above 6 18, suitable above
for parties & 2) Urban 2) urban, semi-
2) Urban travelling coverage 2) urban and urban and rural
coverage snacks for all rural coverage coverage
age groups 3) High
3) High income group 3) low-income 3)Low income
Income 2) Urban and group.
4) consumer 4)suitable for
sub-urban
4)Suitable for with diseases 4) Diet conscious. customers
area,
Vegetarians like diabetes, dealing with
residential
obesity etc. health issues.
grocery
retailers

3) Pure
vegetarian

POSITIONING
JIM JAM The crispy texture of biscuits complemented by the sweet flavour
of cream inside and top of all the jam at the centre top sprinkled
with the sugar crystals to make this biscuit best of all.
Positioned as a snack biscuit
BOURBAN The biscuit you can carry when you hangout on any occasion.
NUTRI CHOICE acceptance of biscuits as a healthy and tasty way to satisfy cravings.
Positioned as tea time biscuits with protein.
TIGER its main objective is to care for consumer’s health. Besides that, it
put a tiger as its logo to symbolize a powerful, energetic animal.
MARIE GOLD Marie Gold has positioning as healthy biscuit and “Tea Time Biscuit’

Comparative positioning of Britannia biscuits

 o Rating is from 1-5 for both price and quality
o Rating 1 being the least and 5 maximum
The product list of Britannia biscuits
 Jim-Jam
 Bourbon
 Nutri-choice
 Tiger glucose
 Marie

PRICE (100 g) RATING-PRICE RATING-QUALITY

(as per
calorie/100gm)
Jim-Jam 25 3 1
Bourbon 30 2 2
Nutri choice 40 1 5
Tiger glucose 15 4 4
Marie 10 5 3
 MARKETING MIX
4p’s in Marketing Mix
JIM JAM BOURBAN NUTRI CHOICE TIGER MARIE
PRODUCT 1)Categorised 1)categorised 1) Comes 1.Comes 1)Comes under
under non- under non- under non- under non- non – durable
durable good durable good durable durable product having
products goods small span
2) Comes in 2) Comes in size expiry period.
size packs of packs of 60g, 2) good for 2.Different
150g, 100g, 120g, 150g, 300g health size and 2) Low fat and
500g, 600g shape cholesterol
3) flavours- 3) good
3) Flavours- original chocolate quality 3.Crispy, 3) contains
Vanilla, crunchy vitamins
chocolate, 4) available 4.Added minerals and
orange, under minerals and fibre and
Strawberry different vitamins wheat.
variant
4) combo of
thick vanilla or
chocolate
cream
sandwiched
between
biscuits,
topped with a
Jam and sugar
crystals.
PRICE 1) Price ranges 1)Price ranges Price range 1.Market 1. Price Range
from 150, 140, from 10, 25, 40, -10 penetration – 5 to 20,
35, 25, 10 120 Targeting based on
middle- low-cost 2. Low-cost
2) 25 for per 2) Discounted level pricing. product.
100g prices on e- income
commerce people 2)PRICE
3)Discounted platforms RANGE – Rs
special
prices on e- 10
price on
commerce
the festive Special
platforms pricing in
season
festive
 season.
PLACE The Intensive Intensive Intensive Comprehensiv
distribution is distribution- distribution distribution e distribution
so strong, that available to strategy strategy i.e., channel
people buy this multiple retailers through local
product is both online and Kirana stores ,
available even offline Jio mart ,
on Railway Vishal mega
stations. Mart ,Your
1)Offline-retailers 1)Available 1)Available everyday store
1)Offline like grocery offline – offline in (YESS). E
retailer like stores, big Retail local commerce,
grocery stores, bazaar, spencer /wholesale markets and and several
D mart. outlets grocery other
2) online-
Amazon, Swiggy platforms.
instamart, flipkart
2)Online- 2)Available 2)Available
Amazon, online – at online
Swiggy, amazon, platform-
Flipkart, Big Flipkart, swiggy,
Basket, and other instamart,
Instamart e- amazon
commerce
website

PROMOTION 1)Advertiseme 1)Advertisement- 1)Advertise 1)Advertise 1)Advertiseme

nt Television, Television, ment – ment, nt-
magazines, billboards, you- Television, television, Television,
newspapers tube ads, radio, newspaper, billboards, you-
Eye Catchy magazines and magazine, magazines, tube ads,
adds newspapers newspaper radio magazines
etc. newspapers,
2) Sales 2) Sales 2)Sales 2)Sale social media
promotion- promotion- promotion promotion platforms.
Offers, gift combo packs, buy
packs 1 get 1 scheme, 3)Events 3)Event 2)Sales
social media promotions promotion promotion
3) Brand campaigns
Endorsement 4)brand 4)Brand 3)Digital
#BourbonFriends
endorseme endorsemen hoardings
Forever
 nt t
3)Brand
Endorsement 5)digital
hoardings,

NEW PRODUCT – BERRY BLISS BISCUIT

SEGMENTATION
DEMOGRAPHIC Adults
GEOGRAPHIC Urban
BEHAVIOURAL Diet Conscious
PSYCHOLOGICAL Tasty and healthy

TARGETING
1. Urban Coverage
2. Gym, Diet Conscious
3. Late-night munching option
 POSITIONING
1. Britannia has positioned itself as a brand caring for the consumers and
serving healthy and delicious unique foods.

2. Positioning as a snack time biscuits

MARKETING MIX
4p’s in Marketing Mix
PRODUCT 1.Soft and thick unique flavoured biscuits.
2. Unique shape
3. Sugar free
4. No added preservatives
5. energy booster
6. 100% vegan
PRICE Mid premium pricing policy
Pricing Range – Rs 75
PLACE 1.Offline distribution network (Available in local market)
2. Available at online platforms
PROMOTION 1.Innovative themes campaigns.
2. Sale promotion
3. Standard advertising i.e., television, radio, newspaper and social media
4.brand endorsement

THE MARKETING STRATEGY FOR BERRY BLISS!

• Britannia follows an intensive distribution system which is a
strategy in which the producer of the goods appoints multiple
retailers so as to sell its products. Thus, even our product would be
launched to all stores such as residential groceries, big retailer like-
spencer’s & easy day
• Before the product is our in the stores Britannia has a social
media presence wherein, they launch their products, so creating an
audience reach through social media marketing is necessary in the
modern world
• Being a brand of 100 years journey, Britannia has mostly used
conventional advertisements, thus the new influencer marketing will
be used due to a following reasons
a) Helps the brand to say up with modern technology
b) Increases digital presence
c) Has more impact as digital platforms usage has increased over
the years
• The brand endorsement plays an important role in reaching
the audience but as the product stands for fitness and health the
following would be considered:
a) Sports- women and men of our national cricket teams
b) Badminton or tennis players or athletes
• Britannia has an extensive distribution which refers to a
strategy that aims at spreading the word about a specific tagline or
product. Thus start a campaign #JahanJaoFitRho
• It has started various campaigns such as
a) #KhushiyonkiZiddkro-

b) #BournbonFriendsForever- https://www.youtube.com/watch?
v=p4hVcpIoWhM
c) #TheNutrimovement-

Report By Group 1
Tamanna Garg- PGMA2260 Chayanika Singh-PGMA2213
Chirag Chauhan – PGMA2214 Kartik- PGMA2226
Ahibhushan Pandey- PGMA2205