ASSIGNMENT ON

FUNDAMENTALS OF MARKETING
 History
• Registered in March 21, 1918.
• One of the best known brands, its all about eating healthy for leading a
better life.
• Largest company in the Indian food processing industry, whose product
range also includes Breads and Cakes.
• Exporter of key Biscuit brands.
• Flagship product Milk Bikis and Marie Gold.
• CEO of the Britannia industries is Mr. Varun Berry.
 Introduction of Good Day Choco Chunkies

• Britannia recently launched Choco chunkies under

its good day cookie biscuit range.
• This latest offering is a super premium chocolate
product made using state of the art technology
• The tagline of “Har Cookie Mein Kayi
Smiles.” Good Day will act as an enabler in
enjoying all those small moments in everyday life!
• Great care has been taken to ensure the perfect
balance of dark and milk chocolate chips in the
cookie and also to ensure that the chips remain in a
soft condition even after baking. Take a bite and get
an unparalleled, melt in mouth chocolate
experience.
Why Good Day Choco Chunkies Is In Introduction Stage?

1. It’s in is introductory phase.

2. This product is the most expensive in Britannia’s biscuit
product line and costs Rs 50 for a pack of six biscuits.
3. In introduction phase, a new product is released in the
market after obtaining intellectual property rights like
patents and trademarks, if required.
4. The branding strategy and pricing model is decided before
rolling out the product and awareness is built in the target
market subsequently.
5. As the product is new to the market, chances of not having a
market are more or even if there is a market, it might be too
small and so there is a need to build a base for the product at
the introduction stage, rather than making an immediate
profit.
6. The characteristics of this phase are low sales, negative or
low profits and selective distribution.
Pricing Strategy in Good Day Choco Chunkies

1. This product is the most expensive in

Britannia’s biscuit product line and costs Rs 50
for a pack of six biscuits.
2. The base of Good Day Choco Chunkies
pricing strategy is Value-Based pricing.
3. Provide in the good quality product& good
service for the good price.
4. The products target customer are upper class
and middle class people.
Introduction of Britannia NutriChoice

• Britannia NutriChoice is one of India’s leading health

brands today, changing the way Indians think, feel and
behave about health and healthy living.
• NutriChoice provides a range of ‘power packed’ snacks
specially created for people who seek a healthy way of
life.
• Packed with the goodness of wheat, corn, rice, oats, ragi
and honey, these ‘healthylicious’ biscuits provide fibre
and a surplus dose of energy.
• Britannia launched nutri-choice biscuits in 1998 and re-
launched it in 2006 which created a new category of
healthy biscuits and currently has captured around 60% of
market share in this category.
 Why Britannia NutriChoice Is In Growth Stage?
1. This stage is marked by a rapid increase in sales and is
the key stage for establishing a product’s position in a
market, increasing sales, and improving profit margin.
2. To achieve this the marketing and promotional activities
are taken up to increase consumer demand and reduce
manufacturing costs.
3. The characteristics of this phase are rapidly rising sales,
increasing profits and a growing number of competitors.
Intensive distribution methods are brought into practice
to maximize market share.
4. Wide Range Of Distribution Channel in urban areas.
5. Product is being launched According To the Need of
Indian Consumer the Product is also innovative in
nature.
6. Advertising strategy is very effective.
Pricing Strategy in Britannia NutriChoice

1. The base of Britannia’s NutriChoice pricing strategy is Bundle pricing.

2. Also the primary segment for being middle class people, who are
highly price sensitive, forces Britannia to play price war with its
competitors.
3. Britannia tries to bundle its products, which in turn reduces the price
of their products, specially this can be seen in their products which are
designed for the family packs. Their strategy of discrimination of
prices help them earn larger profits from consumers who are willing to
pay for healthier products and greater benefits.
4. The price of Britannia products is very much comparable with its
competitors, especially with that of Parle products, and they are almost
the same.
 Introduction of Britannia Good Day Biscuits

• Sunil Alagh, former Managing Director and CEO of Britannia

Industries Ltd, the man who spearheaded the launch of the brand
in 1986
• Good Day is one of the most popular and recognized brands of
Britannia
• Good Day tempted consumers with butter and dry fruits.
• With its tagline of “Har cookie mein kayi Smiles.” Good Day
will act as an enabler in enjoying all those small moments in
everyday life!
• Its delightful aroma and crunchy cookie bite, The New Good Day
just got better than ever before!
• The New Good Day cookie comes with a smiley design on it as
well!
• Good Day is available in different pack sizes like 100gm and
300gm.
 Why Britannia Good Day Biscuit Is In Maturity Stage?

1. The product sales reach its peak and become very well-known
among its target customers.
2. It’s ads and promotion was more customer centric.
3. Its market it’s products through the wide-
spread distribution network of its parent company.
4. The brand has appointed distributors who are in charge
of dealers and retail outlets. Products have a reach in both
rural and urban parts of India and are easily available in
grocery stores, corner shops, supermarkets.
5. It has the largest preference that any biscuit could have.
6. Good Day's progress over the years has been in line with the
evolving needs of the country. 
7. In sales terms, Good Day is the second largest biscuit brand in
the country, next to Parle G
 Pricing Strategy of Britannia Good Day Biscuit
1. The brand has taken note of its competitor’s prices and consumer’s
reaction to those price ranges.
2. The Britannia Company mainly focus on the middle class& lower
middle class families.
3. After a complete evaluation, it has developed a competitive
pricing policy for its products that will help in undermining the efforts
of rival companies to reach out to its loyal consumer base. 
4. As the brand wants to penetrate in every nook and corner it has decided
on a penetration policy and has adopted economic pricing policy.
5. This will help in making products affordable and inexpensive and will
thus lead to larger sales volume and ultimately greater revenues.
6. Therefore the Britannia Good Day Butter Cookie will range from RS: 5
to Rs 30 only.
7. Thus, Britannia Good Day Butter Cookie products are much better in
quality and are good in price as well.
Promotions
The strongest asset for the promotion of Britannia products is the product itself. The products are tasty and people
like it, thus a pool is created directly by the product. However today no company can exist without promotion and
advertising, and the advertising spends for Britannia are controlled because of the brand equity of Britannia products
and the presence of the brands for almost a century in the Indian market. The company uses most of the usual
methods of advertising including billboards, magazines, tv adds and point of purchase advertising.

ATL Activity- ATL marketing includes macro level promotions. It caters to mass audience mapping, national,
regional and territory wise promotion. Television, radio, outdoor & press are the medium of promotions. Britannia
indulges in lavish TVC to promote its products. Britannia has hired Salman Khan to endorse good day biscuit to
increase their brand image and better customer outreach. Celebrities like Sachin Tendulkar, Rahul Dravid, Deepika
Padukon promote Britannia products on television. Britannia’s huge range of biscuits and cakes are being effectively
advertised though magazines.
BTL Activity- BTL promotions are unconventional in nature, done at micro levels and forms a part of non-media
communications. In 1997 Britannia launched the “eat healthy think better” campaign to make every third Indian a
Britannia consumer. In 1999, 2003 the company launched the ”Britannia khao world cup jao”. In 2001 Britannia
launched “The Lagan Match”. As a company Britannia has won many recognitions. The Economic Times
recognized Britannia as India’s second most trusted brand. Fobs Global rated it one among the top 200 small
companies of the world. Britannia has a strong distribution and an experience sales and marketing team. Apart from
the ATL activites they are creating brand awareness through this channels.

TTL Activity- Britannia is a company that is doing TTL marketing along with ATL and BTL marketing. They
believe in integrated approach where they can expand their reach to the customers and generate conversions. For
e.g. Britannia good day when launched, numerous TV ads, radio promotions, newspaper promotions, magazine
promotions, YouTube, Facebook promotions had started where Britannia had increased their customer base and
created extraordinary brand awareness and customer satisfaction
Product Level

Health benefit, pocket friendly price, easy availability, customer

satisfaction, better brand acceptance
Biscuits(Good day, Nutri choice digestive, Choco chunkies)
Tasty and delicious products rich in nutritious substances and
hunger satisfying elements
Better sales and distribution, warranties, customer feedback
Britannia’s product can be classified as non- durable/ tangible. Britannia in order to differentiate its products
recently changed the packaging of almost all of its biscuit. It improved the quality, made the packaging more
attractive and colorful.

1.Core product
Britannia has come up with different categories of biscuits and positioned those products in the market to address
malnutrition with in house production. Britannia’s products are nutritionally rich and they are helpful to suppress
hunger at anytime. The broader portfolio of product that Britannia offers are to cope up with malnourished Indian
population. Britannia’s main ambition is to provide delicious, tasty, and scientifically designed products to their
consumers to satisfy their small hunger needs, right nourishments and free pass time.
Generic product- Biscuits, cakes, bakery are the basic products of Britannia
Expected product- Customers are the main assets of the company as per the market survey, the three products,
choco chunkies, nutri choice and good day are good in taste, awesomely appreciated by the consumers, enriched
with nutritional ingredients but variations and new inventions with more better taste, richness of rice, wheat,
cereals, cream between two biscuits, funny and animated shapes are always the first choice for the million of
consumers.
 2. Actual product
I. Labeling- all the biscuit packs contain details about the product as well as the company. This include
ingredients list nutrition value, date and place of manufacture, expiry date, company address, brand logo, brand
tag line, product tag line and city clean logo for the purpose of environment friendliness.

II. Design- Be it the design of the product or the packaging Britannia has it all. It has biscuit of almost all shapes
and sizes and it makes them look appetizing by adding different coloured creams and icing, if we speak about
the chunkies, small chocolate piles are topped on a nutritious matrix. The Digestive comes with the dusky
appearance of fibres on the body. Good day comes with the delicious cashew, the design and the texture along
with the packaging are really eye catching by million of customers.

III. Quality- Britannia seek to maintain and enhance the company’s reputation by providing consumers, high
quality products and services. The company views feedbacks from its consumers as an opportunity to learn and
improve for the future and is committed to being responsive to the needs and concerns of the consumers.
Whatever products Britannia is offering that are nutritionally rich, healthy and delicious.
IV. Packaging- There are two things when it comes to packaging, one is the packing design and
other is the format of the packing. Britannia have come a long way when it comes to visual design of
packaging. Britannia have a tie- up with some of the best packaging companies of the world and that is
why their packaging’s are cutting-edge and world class. Though Britannia’s products are very price
sensitive and consumers don’t want to pay extra for packaging.

3. Augmented product
Britannia biscuits provide total guarantee when it comes to quality products. It gives the consumers
the benefit of getting back to the company if they encounter any defect to the product. The
distribution system of Britannia is wide spread and well networked and are available in more than
two lakh retailers if any product is found to be defected, consumers can inform the retailers as well
as they can get in touch via phone call or email address to provide their feedbacks directly to the
company. Britannia offers free tatoos, free online recharge quotes, different flavour of cream
biscuits, their best brand category good day that exceeds customer expectations. Not only this, for
good day, digestive choice, they often provide discounts on them. This is basically two fold the same
variant in a pack of two or three or bye two get the third free or two varients together and offers a
discount on them.
INDRADHANUSH
Group 1

Group participants
Arpan Banerjee
Arnab Dhar
Chandra Bhattacharjee
Md. Tausif Jawed
Nikita Agarwal
Sanjeeb Dutta