Britannia

1. Market Share

Britannia is among the most trusted Biscuits brands, and manufactures India’s favorite
brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household
names in India.

Britannia products are available across the country in close to 5 million retail outlets and
reach over 50% of Indian homes. It has a market share fo 33%.

The Brand international footprint includes presence in Middle East through local
manufacturing in UAE and Oman, are the No 2 biscuit player in UAE with a strong contention
to leadership and have a similarly strong market position in the other GCC countries.

Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having
removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero
Trans Fat Company.
2. Size of Market

Britannia Industries Limited is one of the leading food companies in India, with a wide range
of products including biscuits, cakes, dairy products, bread, and others. The size of the
market for Britannia would depend on various factors such as the segment of the food
industry being considered, the geographical area of focus, and the time period.

According to a report by Research and Markets, the Indian biscuit market was valued at
approximately USD 6.85 billion in 2020 and is projected to reach USD 10.24 billion by 2026,
with a CAGR of 6.18% during the forecast period. Britannia's market share of approximately
33% in the biscuit segment would suggest that the size of the market for Britannia biscuits is
significant. However, it is important to note that Britannia also operates in other segments
such as cakes, dairy products, and bread, which would contribute to the overall size of the
market for the company.

3. Competitors
 Britannia Industries Limited faces stiff competition in the Indian biscuit market from several
local and multinational players. Some of the major biscuit competitors of Britannia in India
are:

i. Parle Products Pvt. Ltd.

ii. ITC Limited (Food Division)
iii. Mondelez India Foods Pvt. Ltd. (formerly Cadbury India)
iv. Nestle India Limited
v. Anmol Industries Ltd.
vi. Priyagold (Surya Food and Agro Ltd.)
vii. Dukes Products (India) Limited
viii. Unibic Foods India Pvt. Ltd.
ix. Bakemans Industries Pvt. Ltd.
x. Cremica Biscuits

These companies offer a wide range of biscuits, including cream biscuits, glucose biscuits,
digestive biscuits, and others, and compete with Britannia in terms of product quality,
pricing, distribution, and marketing strategies. The competition in the biscuit segment is
intense, and each player strives to innovate and offer new products to attract customers and
gain market share.

4. Basis of Segmentation
a. Geographic
Britannia Industries Limited is one of the leading biscuit manufacturers in India and
markets its products throughout the country. In terms of geographic marketing
segmentation of Britannia cream biscuits, the company focuses on targeting
customers in both urban and rural areas of India. Examples of a few: Milkbikkis,
Bourbon, Treat and Jim-Jam.

Urban Areas: In urban areas, Britannia cream biscuits are marketed as a premium
snack option for people of all age groups. The company uses various marketing
channels such as television, print media, social media, and outdoor advertising to
reach out to customers in cities and metropolitan areas. Additionally, Britannia
cream biscuits are also sold through modern retail formats such as supermarkets,
hypermarkets, and convenience stores.

Rural Areas: In rural areas, Britannia cream biscuits are positioned as a value-for-
money snack option and are sold through traditional retail channels such as small
grocery stores, pan shops, and local markets. The company also uses vans and other
mobile marketing channels to reach customers in remote villages and towns.

Overall, Britannia Industries Limited uses a multi-channel marketing approach to

promote its cream biscuits and target customers across various geographic regions
in India. The company also offers a range of packaging sizes and price points to cater
to different customer segments in both urban and rural areas.

b. Demographic
 Youth: Britannia Cream Biscuits are marketed to appeal to the younger generation
by using trendy packaging, bold colors, and quirky taglines. For example, the brand's
advertising campaigns on social media platforms like Instagram and TikTok are
targeted towards younger audiences. One of the recent campaigns #DuoChallenge
was an interactive challenge where users can upload their cream biscuit eating
videos and get a chance to win prizes.

Working Professionals: Britannia Cream Biscuits are positioned as a convenient

snacking option for busy working professionals who lead an active lifestyle. The
brand's packaging is designed to be portable and easy to carry, making it a popular
choice for on-the-go snacking.

Middle and Upper-Class: Britannia Cream Biscuits are positioned as a premium

product that targets the middle and upper-class population in India. For example,
Britannia has collaborated with luxury hotels and airlines to offer its cream biscuits
as a premium snacking option to the affluent class. The brand also markets its
products as high-quality and premium by using premium packaging and highlighting
the use of premium ingredients like real butter and chocolate.

c. Behavioural
Occasion-based segmentation: This segment includes customers who buy biscuits
for specific occasions or purposes. For example, Britannia Bourbon Cream Biscuits
are marketed as an indulgent snack that can be enjoyed with friends or family.

Health-conscious segmentation: This segment includes customers who are conscious

about their health and prefer healthy snacking options. Britannia can target this
segment by offering cream biscuits that cater to their health preferences. For
example, Britannia NutriChoice Cream Crackers are marketed as a healthy snacking
option with zero trans-fat and no cholesterol.

Value-based segmentation: This segment includes customers who are looking for
value for money and prefer affordable snacking options. For example, Britannia
Treat Cream Biscuits are marketed as an affordable snacking option with a creamy
taste.

Brand-loyal segmentation: This segment includes customers who are loyal to a

specific brand and prefer to buy products from that brand. For example, Britannia
Good Day Choco Nut Cookies are marketed as a premium snacking option with a rich
chocolate and nutty flavour.

Taste-based segmentation: This segment includes customers who prefer a specific

taste or flavour in their biscuits. Britannia can target this segment by offering a range
of cream biscuits with different flavours. For example, Britannia Milk Bikis Cream
Biscuits are marketed as a classic snacking option with a milky flavour while also
reminding consumers of their childhood and simpler times.
5. Targeting Stratergies
Britannia largely relies on full market coverage by targeting consumers of all age groups and
walks of life with their competitive pricing and large variety of products. Their collection of
cream biscuits are designed to attract children, youth and adults alike by taking the humble
cream biscuit and turning it into a joyful craving with a hint of nostalgia.

6. Frame of Reference
The frame of reference for Britannia Cream Biscuits can be described as indulgent and
premium cream-filled biscuits. Britannia Cream Biscuits are positioned as a premium product
offering indulgent snacking options to consumers. Here are some product examples that
define the frame of reference for Britannia Cream Biscuits:

Britannia Bourbon Cream Biscuits: Britannia Bourbon Cream Biscuits are one of the most
popular products in the brand's cream biscuit portfolio. These biscuits are made with a rich
chocolate cream filling sandwiched between two crispy chocolate-flavored biscuits, making
them a perfect indulgent snack for chocolate lovers.

Britannia Good Day Choco Nut Cookies: Britannia Good Day Choco Nut Cookies are premium
cookies with a rich and indulgent chocolate and nutty flavor. These cookies are made with
the goodness of whole wheat flour, making them a healthier snacking option compared to
other chocolate cookies.

Britannia Pure Magic Choco Crème Biscuits: Britannia Pure Magic Choco Crème Biscuits are
indulgent chocolate-flavored biscuits with a smooth and creamy chocolate filling. These
biscuits are made with real cocoa and have a rich and chocolatey taste that is perfect for
indulgent snacking.

Britannia Treat Cream Biscuits: Britannia Treat Cream Biscuits are affordable cream biscuits
that offer a creamy and indulgent taste. These biscuits have a unique texture and are
available in a variety of flavors like Strawberry, Pineapple, and Mango.

Britannia Milk Bikis Cream Biscuits: Britannia Milk Bikis Cream Biscuits are classic cream
biscuits with a milky flavor that appeals to all age groups. These biscuits are made with the
goodness of milk and provide a creamy and indulgent taste that is perfect for snacking.

7. Point of Parity
Points of parity (PoP) refer to the product features or attributes that are shared by
competing brands and are necessary for the product category's acceptance. Britannia Cream
Biscuits have the following points of parity with product examples:

Taste: Britannia Cream Biscuits are known for their creamy and indulgent taste, which is a
point of parity with other cream biscuit brands such as Parle's Hide & Seek and Sunfeast's
Dream Cream.

Packaging: Britannia Cream Biscuits' packaging is similar to other cream biscuit brands, with
a rectangular shape and a colorful design that highlights the product's flavors and benefits.
 Price: Britannia Cream Biscuits are priced similar to other premium cream biscuit brands
such as Parle's Milano and Sunfeast's Mom's Magic.

Product Variety: Britannia Cream Biscuits have a wide range of flavors and variants, which is
a point of parity with other cream biscuit brands.

Occasion-based consumption: Britannia Cream Biscuits are often consumed as a snack

during tea time or as a dessert after a meal. This occasion-based consumption is a point of
parity with other biscuit brands, such as Parle-G and McVities Digestive biscuits.

8. Point of Difference
Unique Flavors: Britannia Cream Biscuits offer unique and innovative flavors, which
differentiate them from other cream biscuits. For example, Britannia's new Milk Cream
Biscuits with Oats and Honey offer a unique taste and texture, while its Bourbon Cream
Biscuits offer a rich and indulgent flavor.

Premium Quality: Britannia Cream Biscuits are known for their premium quality and taste.
They are made with high-quality ingredients, such as rich cream, which gives them a unique
and delicious flavor.

Health Benefits: Some of Britannia's cream biscuits are also marketed as healthier snacking
options. For example, NutriChoice Cream Crackers are made with zero trans-fat and no
cholesterol, making them a healthier option for consumers who are health-conscious.

Variety: Britannia offers a wide variety of cream biscuits to cater to the diverse tastes and
preferences of its consumers. The brand offers cream biscuits in different flavors, sizes, and
packaging to cater to the different snacking needs of consumers.

Brand Trust: Britannia is a well-established brand in India and has built a reputation for
quality and trust over the years. Consumers trust the brand and its products, which is a
significant point of difference for Britannia Cream Biscuits.

9. Differentiation

Even though Britannia biscuits started off by selling their merchandises in India, they easy
expanded and started to export it to other parts of the world. By making so, they adapted to
the different civilizations of those states and made programs for those neighbouring
countries and researched and analyzed which merchandise has more demand than the
others and ways to better their gross revenues.

Promoting their trade names is a really indispensable thought for their selling scheme as it
helps understand the consumers the assortment of benefits they get while buying the
merchandise. They should publicize and publicise their message clearly saying the facts.

Based on the selling schemes, we understand that constructing a trade name is an of import
portion of the company. They understand how to increase gross revenues and net incomes
in a short span of clip while go oning to advance its assortment of trade names to make loyal
consumers