A

PROJECT
REPORT
ON
“ INTERNATIONAL
BRAND MANAGEMENT”

Submitted By

Yashasvi Dayalal Trivedi

Under the Guidance of

Prof. SANGRAM
GIRIGOSAVI

In partial fulfilment of
the degree of

Bachelor of Business Administration

(BBA)
To
Savitribai Phule Pune University
Through,
Smt.Kashibai Navale College of
Commerce Erandwane, Pune
2023-24
 SINHGAD TECHNICAL EDUCATION SOCIETY,S
SMT. KASHIBAI NAVALE COLLEGE OF
COMMERCE
(Affiliated to University of Pune and Recognized by Govt. of Maharashtra)
19/15 Erandwane Smt. Khilare Marg. Off Karve Road. Pune 411004.

Date:-

CERTIFICATE
This is to certify that Mr. / Miss Yashasvi Dayalal Trivedi who is a Bonafide
student of Smt. Kashibai Navale College of Commerce, Erandwane, Pune has
worked on Project titled “International Brand Management” and has
Successfully completed the project work in partial fulfillment of award of
degree of Bachelor of Business Administration (BBA).

This report is the record of student’s own efforts under our supervision and
guidelines.

Prof. . SANGRAM GIRIGOSAVI Dr. S. V.

Deshpande (Project Guide)
(Principal)

Prof. Paurnima Sanadi

( HOD BBA BBA -IB)

Date:
Place:
 AKNOWLEDGEMENT

I am deeply indebted to many people for the successful completion of this project.
I would like to take this opportunity and go on record to thank them for their help
and support. I am thankful to the Smt. Kashibai Navale College of Commerce
for all the support provided for this project. I express my deep sense of gratitude
and sincere feeling of obligation to my Project Guide Prof. Prof. Paurnima Sanadi
who helped me in overcoming many difficulties and who imparted me the
necessary conceptual knowledge.

Yashasvi Dayalal Jain

ROLL NO: - 232219
 DECLARATION

I, Mr. / Mrs. Yashasvi Dayalal Trivedi hereby declare that this project is a record
of authentic work carried out by me during the academic year 2023-24 and has not
been submitted to any other University or Institute towards the award of any
degree.

Name – Yashasvi Trivedi

Seat No-
 INDEX

SR. Title Page

No. no.

1 OBJECTIVE

2 INTRODUCTION

3 COMPANY PROFILE

4 Findings

5 Conclusion

6 BIBLIOGRAPHY
 OBJECTIVES

 To study characteristics of International Brand concerning its strength and challenges.

 To study how to develop a new brand for International Market.

 To study the consumers purchasing behavior about the brand in Market.

 INTRODUCTION

 How to Develop a New Brand for the International Market?

1. Market Research: Conduct thorough research to understand the target markets. This
includes cultural preferences, consumer behavior, legal requirements, and competitive
landscape.

2. Brand Identity Development: Create a strong brand identity that includes a memorable
name, logo, and messaging that resonates across different cultures and languages. The
brand identity should reflect the values and essence of what you are offering, ensuring it is
adaptable and relatable to various international audiences.

3. Product or Service Adaptation: Customize your product or service to meet the needs and
preferences of each target market. This could involve modifications to the product itself, its
packaging, or even the service model, based on cultural nuances and local market demands.

4. Legal and Regulatory Compliance: Ensure that your brand and its operations comply
with international trade laws, intellectual property rights, and local regulations in each
target market. This may require registering trademarks and adhering to local product and
safety standards.

5. Localization Strategy: Develop a localization strategy that goes beyond mere translation.
This includes adapting your marketing materials, brand messaging, and digital content to
the cultural contexts of your target audience, ensuring relevance and resonance.

6. Digital Presence: Build a strong online presence with a multilingual website and social
media platforms that cater to your target international markets. SEO and content should be
optimized for each specific market.

7. Distribution Channels: Identify and establish efficient distribution channels for each
market. This might involve finding local partners, distributors, or leveraging online sales
platforms that are popular in the target regions.
8. Marketing and Promotion: Design and implement a marketing strategy that considers the
cultural sensitivities and preferences of each market. Use a mix of traditional and digital
marketing channels to reach your audience effectively.

9. Networking and Partnerships: Establishing local partnerships or networks can provide

valuable insights and facilitate smoother entry into a new market. This can include
partnerships with local companies, influencers, or joining industry associations.

10. Feedback and Adaptation: Once launched, continuously gather feedback from your
international customers and be prepared to make necessary adjustments to your products,
services, or marketing strategies. Being responsive to customer needs and market trends is
crucial for sustained success.

11. Build a Local Team: Hiring local experts or building a team on the ground can provide
invaluable insights into the market and foster stronger relationships with local customers
and partners.
  What are Characteristics of International Brands Concerning Strengths and
Challenges?

o Concerning to the Strengths:

1. Global Recognition:

International brands are often recognized and trusted across different countries and
cultures.

2. Economies of Scale:

They can benefit from economies of scale in production, distribution, and marketing,
leading to cost efficiencies.

3. Market Diversification:

Operating in multiple countries helps spread risks and reduces dependence on any single
market.

4. Innovation:

Access to diverse markets can stimulate innovation and adaptation to local

preferences and trends.

5. Competitive Advantage:

Strong international brands can enjoy a competitive advantage over local

competitors due to their global presence and resources.

o Concerning to the Challenges:

1. Cultural Differences:

Adapting to diverse cultural norms, tastes, and preferences requires careful

localization of products and marketing strategies.
2. Regulatory Compliance:

International brands must navigate complex regulatory environments, including

trade barriers, intellectual property laws, and product standards.

3. Logistics and Supply Chain:

Managing global supply chains and distribution networks can be complex, leading
to challenges in maintaining quality and consistency.

4. Brand Image Risks:

Negative publicity or controversies in one market can quickly spread globally,

potentially damaging the brand's reputation.

5. Political Instability:

Operating in multiple countries exposes brands to political risks such as changes in

government policies, trade disputes, or geopolitical tensions.
 What are Various Factors Affecting Consumer Behavior?

I. Marketing Factors

a) Product:

Product plays a very important role. There are various features of product
like in which affect market behavior.

Physical Appearance.

Packing and Packaging.

b) Pricing:

Price is also important factor which affect consumer behavior that is

Target customers

Price sensitivity

c) Promotion:

There are various elements components of promotions that are advertising,

publicity Which affect consumer behavior. There are various elements 22
components of promotions that are advertising, Publicity etc., which affect
consumer behavior.

d) Place:

The channels of distribution are mainly of two types that is direct channel
and indirect channel which affect marketing behavior, marketers try to
select proper channel of distribution.
II. Personal Factors
a) Age:
Age is a major factor that influences buying behavior. The buying choices of
youth differ from that of middle-aged people. Elderly people have a totally
different buying behavior. Teenagers will be more interested in buying colorful
clothes and beauty products. Middle-aged are focused on house, property, and
vehicle for the family.
b) Occupation:
Occupation of a consumer influences the buying behavior. A person tends to
buy things that are appropriate to this/her profession. For example, a doctor
would buy clothes according to this profession while a professor will have
different buying pattern.
c) Income:
Income can influence the buying behavior of a person. Higher income gives
higher purchasing power to consumers. When a consumer has higher
disposable income, it gives more opportunity for the consumer to spend on
luxurious products. Whereas low income or middle-income group consumers
spend most of their income on basic needs such as groceries and clothes.
d) Lifestyle:
Lifestyle is an attitude, and a way in which an individual stay in the society.
The buying behavior is highly influenced by the lifestyle of a consumer. For
example, when a consumer leads a healthy lifestyle, then the products he buys
will relate to healthy alternatives to junk food.
III. Psychological Factors
a. Motivation:
When a person is motivated enough, it influences the buying behavior of the
person. A person has many needs such as social needs, basic needs, security
needs, esteem needs, and self-actualization needs. Out of all these needs, the
basic needs and security needs take a position above all other needs. Hence
basic needs and security needs have the power to motivate a consumer to buy
products and services.
b. Perception:
Consumer perception is a major factor that influences consumer behavior.
Customer perception is a process where a customer collects information about a
product and interprets the information to make a meaningful image of a
particular product. When a customer sees advertisements, promotions,
customer reviews, social media feedback, etc. relating to a product, they
develop an impression about the product. Hence consumer perception becomes
a great influence on the buying decision of consumers.
c. Learning:
When a person buys a product, he/she gets to learn something more about the
product. Learning comes over a period through experience. A consumer’s
learning depends on skills and knowledge. While skill can be gained through
practice, knowledge can be acquired only through experience. Learning can be
either conditional or cognitive. In conditional learning the consumer is exposed
to a situation repeatedly, thereby making a consumer to develop a response
towards it.
d. Attitude & Beliefs:
Consumers have certain attitudes and beliefs which influence the buying
decisions of a consumer. Based on this attitude, the consumer behaves in a
particular way towards a product. This attitude plays a significant role in
defining the brand image of a product.
IV. Social Factors

i. Family:

Family plays a significant role in shaping the buying behavior of a

person. A person develops preferences from his childhood by
watching family buy products and continues to buy the same
products even when they grow up.

ii. Reference Groups:

A reference group is a group of people with whom a person

associates himself. Generally, all the people in the reference group
have common buying behavior and influence each other.

iii. Roles & status:

A person who is a Chief Executive Officer in a company will buy

according to his status while a staff or an employee of the same
company will have different buying pattern.
V. Cultural Factors

1. Culture

Cultural Factors have a strong influence on consumer buying

behavior. Cultural Factors include the basic values, needs, wants,
preferences, perceptions, and behaviors that are observed and
learned by a consumer from their near family members and other
important people around them.

2. Subculture

Within a cultural group, there exists many subcultures. These

subcultural groups share the same set of beliefs and values.
Subcultures can consist of people from different religion, caste,
geographies, and nationalities.

3. Social Class

Each society across the globe has the form of social class. The
social class is not just determined by the income, but also other
factors such as the occupation, family background, education, and
residence location.
 What are Stages in Consumer Buying Decision Process?

 Problem Recognition Problem recognition takes place whenever a consumer recognizes a

significant difference between the desired and the actual situation, which is insufficient
magnitude to arouse and activate the decision process (Solomon, Bossy and Askegaard 2002).
At the point when an individual is activated remotely, for example, an individual may see a TV
notice for a get-away, the upgrades triggers musings or thoughts regarding the chance of
making. Once consumers recognize a want, they need to gather information to understand how
they can fulfil that want, which leads to step 2.

 Search of Information The last buy choice will not be made without a moment's delay, in any
event, when people recognize, perceive their issues, and focus on the accessible items; similarly,
when possibilities have a certain enthusiasm for an item or administration, they will in general
experience the accompanying strides before completing any activity – recognizing accessible
choices, considering data of chose alternatives, and in the end judging which of these choices
can no doubt convey the best result. While inquiring about their choices, purchasers again
depend on inside and outside elements, just as past associations with an item or brand, both
positive and negative. In the search of information, they may peruse through alternatives at a
physical area or counsel online assets, for example, Google or client audits.

 Evaluation of Alternatives When data has been gathered, the customer utilizes it to assess and
survey the elective item decisions to show up at a buy choice. The elective assessment and data
search stages, however, introduced independently, are unpredictably interlaced during dynamic,
and shoppers frequently move to and between the two. Elective assessment includes the
determination of decision options and evaluative measures. When decided, the exhibition of the
considered decisions is thought about along the notable rules, lastly, choice standards are applied
to limit the choices to make the last determination.

 Final Decision Purchase choice alludes to the last decision or choice made with respect to which
item to purchase. The act of purchase is the last major stage, with the consumer deciding on
what to buy, where to buy, and how to pay. Purchase is a function of intentions, environmental
influences, and individual situations. Some of the influences that can affect the purchase action
include the time available for decision making, information availability, and the retail
environment.
 Post-Purchase Decisions After consumption, the consumer then experiences certain levels of
satisfaction or dissatisfaction and evaluates the wisdom of the choice made in selecting the
alternative. Two potential outcomes are derived from this phase – satisfaction or dissonance.
When consumer experiences dissonance towards the purchase, the choice is ‘devaluated’ and the
consumer begins the process of searching, obtaining information and evaluating other options
for future buying decision, in which triggers new behavior. (Sternthal and Craig 1982).
 COMPANY PROFILE

About Britannia
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. Started by a group of English businesses,
the company is now a part of the Wadia Group.

Britannia is a brand that has nurtured and nourished many generations of India, earning universal adoration
for its products. Its product portfolio is a symphony of Flavors, encompassing an extensive range of biscuits,
bread, cakes, rusk, and an array of dairy delicacies, including cheese, beverages, milk, and yogurt.

Renowned for its captivating Out-of-Home (OOH) advertisements and traditional marketing strategies,
Britannia’s time-honoured presence resonates powerfully. As an established titan, it strategically leverages
radio messaging and TV advertisements to entice and engage its customer base.
Before we delve deeper into the marketing strategy of Britannia and its campaign approach, it is essential to
first cast a spotlight on its intrinsic marketing mix. This foundational framework sets the stage for Britannia’s
continued success and embodies the essence of the brand’s identity.
 What’s new with Britannia?
In the quarter ending on June 30, 2023, Britannia reported a consolidated total income of Rs 4,064.63 Crore.
This marks a slight decrease of 0.37% compared to the previous quarter’s total income of Rs 4,079.55 Crore.
However, it demonstrates an 8.20% increase from the same quarter in the previous year, where the total
income was Rs 3,756.46 Crore. The company’s net profit after tax for the latest quarter stands at Rs 452.46
Crore.

The company’s leadership is composed of prominent figures such as Mr. Nusli N Wadia, Mr. Varun Berry,
Mr. Rajneet Singh Kohli, Mr. N Venkataraman, Dr. Ajai Puri, Dr. Ajay Shah, Mr. Avijit Deb, Mr. Keki
Dadiseth, Mr. Keki Elavia, Mr. Ness N Wadia, Mrs. Tanya Dubash, Dr. Y S P Thorat, and Mr. T V
Thulsidass. Walker Chandiok & Co. LLP serves as the company’s auditors.

Marketing Strategy of Britannia

The marketing strategy of a company is an assortment of different elements of the marketing plan. When a
company decides to market its products to customers, it does a small exercise called Segmentation, targeting
and Positioning (STP) of its customers. Let us discuss these concepts further.

Segmentation

This is the process of separating the customers into smaller categories on common factors to better
understand and generalise their needs and wants. We have researched Britannia’s segmentation strategy and
it is as follows:

 Demographic Segmentation

o Children: Fruity Rolls, Tiger, Treat

o Adults: Good day, Cream Cracker
o Youth: Little Hearts, Cream Biscuits
o Gender: All Inclusive

 Behavioral Segmentation
 o Benefits:- for health benefits, all Nutri products, tea time snack biscuits
o User Status:- Little Heart Biscuit and time pass.

o Usage Rate:- Marie Gold is for high usage rate Customers.

o Occasion:- Snack Biscuit, Fruit rolls.

 Psychographic Segmentation

Over the course of the last century, Britannia has adeptly aligned itself with the Indian market and its
evolving demands, effectively executing successful campaigns and introducing exceptional age-specific
products.

Targeting

After segmentation, the subsequent phase is targeting, where the company identifies the specific customer
segments it aims to cater to. Over the span of the last century, Britannia has extended its focus beyond just
the new generation of children, encompassing products tailored for the elderly population:
o Britannia Tiger – Economically priced for the budget-conscious
o Britannia Marie Gold – Suitable for families and offered in a biscuit form
o Treat Fruit Roll – Designed for children to enjoy during celebrations and special occasions.

Positioning

This is the final step of the process in which after deciding the customer the company wishes to target, it
decides what kind of messaging or kind of stance they should take while marketing the product.
Britannia has many brands in its portfolio and it smartly manages to use each of them to position itself in all
segments. Have a look at their smart positioning:

o Tiger:- Positioning for the mother to choose for kids

o Little Hearts:- Positioned as snacks for young people.
o Good day:- Positioning is as everyday biscuits which brings happiness in everyone’s lives
After discussing the marketing mix of Britannia, let us now discuss the social media strategy employed by
Britannia to win over its customers.
Britannia’s Social Media Strategy

In this era of digitalization, it has become very important for companies to promote themselves on social
media platforms. Britannia has been doing its best on social media as well as to achieve its communication
aims.

Instagram: Britannia has a total of 7,158 followers and they usually post their newly launched products and
creative banners and schemes for different festivals.

Facebook: On Facebook, Britannia has a total of 25,727 likes on their page and they usually post short
advertisement videos and posts, contests.

Twitter: It has 14,700 followers on Twitter. It uses the same creative ideas on Twitter as on Facebook and
Instagram.
Marketing Campaign of Britannia
Britannia’ is a century-old brand and is well known for its marketing campaigns in India. We will take a deep
dive into some of its most iconic campaigns and why they touched the hearts of its customers.
#KushiyokiZiddKro
The Brand has done a campaign in which they feature Bollywood actor Deepika Padukone in which she
urges people to focus on the goal and chase the real deal, and this message has been simply conveyed
as “Khushi yon ki zidd Karo”. In simple words this message means one should stay happy and pursue
happiness, then every day will be a Good Day.

#Bourbon Campaign
The company rolled out a new campaign for one of its most loved brands, Bourbon.
In this campaign, the company focused on Friendship and connected it to people whose lives are around their
friends and designed a campaign that is built on fulfilling the joyous moment with best friends.
#Britannia kaho world cup jao

India has always had cricket fever. So Britannia exploited this cultural bond as a great opportunity and
launched a campaign named “Britannia Khao world cup jar.” This campaign brings together the two
powerhouses of India- food, and cricket.

Britannia’s Influencer Strategy

Influencers, owing to their mass reach, are
important to every Industry. It helps in cutting
through the noise and attracting the followers of
the celebrity to your brand directly. Britannia has a
sizable and trusted network with famous
influencers and their fan following.
Recently, Saif Ali Khan and Shipra Khanna were
seen whipping up cheesy dishes in Britannia
Cheese StarChef.

Vinay Subramanyam, Head-Marketing, Britannia Industries, shared more on the Little Hearts
campaign featuring rapper Kaam Bhaari and actress & influencer Ahsaas Channa.
Britannia Good Day unveils ‘Khusiyon ki zidd Karo’ with Deepika Padukone.

Bollywood celebrities Vidyut Jamwal and Bhumi Pednekar were also seen encouraging people to make a
healthy start and participate in Britannia’s #TheNutrimovement.
 Britannia’s Marketing Strategy Analysis

Marketing strategy of Britannia and social media campaigns are more focused on connecting taste, nutrition,
and moments of life. It has successfully occupied a major market share in the bakery, biscuits, and dairy
industries. Britannia has also focused on new product development and promoting nutrition and health.
Similarly, Britannia has been using influencers and celebrities for its various marketing campaign strategy.

In order to delve deeper into marketing strategy of Britannia, we have conducted an in-depth analysis
focused on identifying key pain points. This examination has been informed by extensive research and aims
to shed light on critical areas that warrant attention and improvement.

Pain Points
o Britannia’s presence on social media platforms remains modest, with a follower count of merely 25K
on Facebook, 7K on Instagram, and 14K on Twitter.
o The brand has primarily adhered to conventional marketing methods, often relying on celebrity
endorsements, while neglecting the potential of Influencer Campaigns. The utilization of Influencer
Campaigns has the capacity to wield a substantial impact across various social media networks,
driving engagement and expanding reach.
o When compared to its formidable competitors like Parle G and ITC, Britannia’s marketing strategy
exhibits a more restrained approach. There exists a notable absence of the fervor displayed by its
rivals, particularly in the sphere of engaging with influencers.
o Given Britannia’s prominent stature in the food industry, a strategic pivot towards promoting health
and nutrition through their product offerings is warranted. Emphasizing the nutritional benefits of
their range can resonate powerfully with consumers, positioning the brand as a proponent of well-
being.
o In essence, Britannia stands at a pivotal juncture where it can leverage the untapped potential of
Influencer Campaigning, embrace a more assertive marketing approach in comparison to its
competitors, and embark on a mission to champion health and nutrition through its products. This
strategic evolution can not only bolster the brand’s social media presence but also solidify its position
as an industry leader with a purpose-driven marketing strategy.
 Top competitors for Britannia

Here are the top most competitors for Britannia although it is a globally recognized brand with a lot of
interesting marketing strategies:

1. Parle Products: Parle is one of the largest and oldest biscuit manufacturers in India, known for its wide
range of biscuits and confectionery products. It’s a major competitor to Britannia in the biscuits segment.

2. ITC Foods: ITC is a diversified conglomerate with a strong presence in the FMCG sector. It competes with
Britannia in various categories, including biscuits, snacks, and packaged foods.

3. Amul: Amul is a major player in dairy products and packaged foods. It competes with Britannia in the dairy
segment and certain packaged foods.

4. Nestlé: Nestlé is a global FMCG giant with a range of food and beverage products. In India, it competes with
Britannia in categories like breakfast cereals and dairy-based products.

5. PepsiCo: PepsiCo’s Frito-Lay division produces a variety of snacks, including chips and savory items, which
can compete with Britannia’s savory offerings.

However, with substantial resources and a solid business foundation, Britannia can effectively rival its
competitors across all arenas by promptly embracing and modernizing its marketing strategies.
 SWOT Analysis

 Strengths:
 Brand Legacy and Trust: Britannia has been a household name in India for over
120 years, fostering strong brand loyalty and trust among consumers [IIDE].
 Diverse Product Portfolio: Britannia offers a wide range of bakery products
(biscuits, cakes, rusks) and dairy products (milk, cheese) catering to various needs
and income groups [IIDE].
 Distribution Network: Britannia boasts a robust distribution network, ensuring
product availability even in remote areas, giving them a significant edge [MBA
Skool].
 Marketing and Innovation: Britannia has a proven track record of effective
marketing campaigns and a commitment to product innovation, like healthy options
and diabetic-friendly biscuits [MBA Skool].
 Rural Market Presence: Britannia has a strong presence in rural markets, a
significant advantage in the Indian consumer landscape [IIDE].
 Weaknesses:
 Product Differentiation: With increased competition, Britannia might struggle to
differentiate its core products from other brands, potentially leading to brand image
dilution [MBA Skool].
 Opportunities:
 Rising Purchasing Power: The growing disposable income in India presents an
opportunity for Britannia to expand its premium product offerings [IIDE].
 Dairy Market Growth: Britannia can leverage its brand trust to capture a larger
share of the growing Indian dairy market [IIDE].
 Product Line Extension: Building on its loyal customer base, Britannia can explore
successful product line extensions in existing categories [MBA Skool].
 International Expansion: Britannia can consider strategic international expansion
to tap into new markets [MBA Skool].
 Threats:
 Intensifying Competition: The Indian market is witnessing a rise in new and
established local and international biscuit brands, increasing competition for Britannia
[IIDE].
 Raw Material Price Fluctuations: Fluctuations in the prices of key ingredients like
wheat and sugar can squeeze profit margins [IIDE].
 Evolving Consumer Preferences: Consumers are becoming more health-conscious
and open to trying new options, requiring Britannia to continuously innovate and adapt
[IIDE].
 CONCLUSION

With a track record of effective consumer engagement, Britannia has adeptly nurtured trust through the

delivery of quality products. The company’s marketing approach centres on its products, emphasizing both

flavour and nutritional value.

Intense competition from brands like Cadbury, Parle G and ITC has prompted Britannia to reevaluate its

market positioning and product innovation. To capture and maintain consumer interest, Marketing strategy of

Britannia must align with current industry trends.

We appreciate your time spent reading this article. If you found it valuable, we encourage you to share your

insights in the comments section. For those seeking further knowledge, feel free to share your contact

information, such as your email address, and we will be in touch.

 BIBLIOGRAPHY
https://iide.co/case-studies/marketing-strategy-of-britannia/#About_Britannia

https://www.google.com/

https://britannia.co.in/about-us

https://www.wikipedia.org/