MARKETING

MANAGEMENT
PRE-END TERM PROJECT ON

PRODUCT DEVELOPMENT – BOURBON

BISCUITS (BRITANNIA)

SUBMITTED TO, PRESENTED BY,

PROF. AASHISH ARGADE GROUP 11
ANANDU BHADRAN (P42062)
GOLLU LIKHITA (P42071)
JULIET WILSON (P42080)
NACHIKETHAN M (P42086)
NIMISHA SUDHARSANAN (P42089)
PRATIK KAVISHWAR (P42236)
 Industry Analysis Brand Analysis Competition analysis Distribution Channel Promotion Strategy Summary

1892 1918 1955

Established in Kolkata
with an investment of
It was incorporated as
a public company.
Launched delicious
Bourbon
“Thoda Aur Chocolaty
Rs 295
Thoda Aur Crunchy”
Launched Cake Biscotti –
Sales crossed Rs 100
A mix of cake and
crore.
biscuit.

COMPETITIVE LANDSCAPE
1983 2016
Share Percentage

Existing Competitors Other Brands 6.00%

Sunfeast, Parle, Patanjali, Priyagold

Priya Gold 15.00%

Potential Entrants Power of Suppliers ITC Sunfeast 11.00%

New biscuit varieties, bread, and Increase the price of raw materials.
packaged snacks. Parle 30.00%

Substitutes Power of Customers

Britannia 38.00%
Chats, Namkeens, and other snacks. Low-priced snacks and biscuits.
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
 Industry Analysis
Cadbury Oreo Biscuits
• ₹ 30 ( 120 grams )
• Mini, Regular & Family size
– Wide variety of flavours
Dark Fantasy Bourbon
• ₹ 20 ( 100 grams )
• Mini, Regular & Family
• Good advertsing & popularity
size - Chocolate
• Wide variety of choices in
Parle Hide & Seek
Bourbon
• ₹ 35 ( 100 grams )
• Mini, Regular & Family
size – Chocolate & Vanilla
Brand Analysis Competition analysis Distribution Channel Promotion Strategy Summary
PACKET SIZE AVAILABLE PRICING STRATEGY
• Pocket pack
• Competitive Pricing
• Party pack
• Quality Parle Fab Bourbon
• Hangout pack • ₹ 30 ( 150 grams )
• Premium brand • Regular– Chocolate, Jam in
• Family pack (Strawberry & Black Currant)
• Same price as competitors
• Gift pack
STRENGTHS S W WEAKNESSES
Sunfeast Dark Fantasy
• Reasonable pricing • ₹ 30 ( 100 grams )
• Limited target • Mini, Regular & Family size –
audience Chocolate, Coffee, Choco nut
• Limited global
packet sizes
presence
• Brittania’s excellent
distribution network SWOT
THREATS
OPPORTUNITIES • Competetion from
• Launch other falavoured salted snacks and wafer Parle Kreams
biscuits segments Bourbon
• Increase distribution in • Lot of brands in • ₹ 20 ( 150 grams )
global markets sandwich biscuits
O T category
• Regular & Family size –
Chocolate & Vanilla
 Industry Analysis Brand Analysis Competition analysis Distribution Channel Promotion Strategy Summary

Earlier Scenario Present Scenario 20,000

employees
Factory
• Takes 1-3 weeks • Takes 1 day
• 6.5 lakh retail • 1.7 million retail
outlets directly stores directly Retail stores
Distribution
Centre
Analyze
Factories 70 Demand
Wholesaler
Depots 50
Suggest
tweaks
Vendors 800
Distributor
Take
Stock Keeping Units 300
orders

Direct Wholesalers 3500

Retailer Delivered
to retailers
Outlets 4.8M
 Industry Analysis Brand Analysis Competition analysis Distribution Channel Promotion Strategy Summary

SEGMENTATION TARGETING POSITIONING

Demographic- Adolescent,
adults
Psychographic- Lifestyle
All age groups middle and
upper class
Available in various packages
that can be used in all
occasions
Creating a movement centered
around completing joyful
moments with closest friends.

#BourbonFriendsForever
TV, Magazines,
ATL Newspapers, Events

Public relations
BTL through tagline,
discounts

TTL Social media like

Instagram, twitter.
 Industry Analysis Brand Analysis Competition analysis Distribution Channel Promotion Strategy Summary

INFERENCE OF MARKETING STRATEGY OF BRITANNIA BOURBON

PRODUCT PROMOTION

Britannia made the version of their

Britannia is present for more than 100
Bourbon biscuits which were originally based
years, perception about Britannia is always
in England. It is a convenience product which
good and enjoys high brand recall among
is easily available across all store from a
consumers, this tends to be a great advantage
Kirana store to a supermarket. They are in

4P’s
for Britannia. Advertisements for Television,
the growth phase of the product life cycle.
print media and billboards are few of the many
The popularity of the brand is sky high and is
techniques used by Britannia in their
a favorite among the youth.
promotional marketing mix

PLACE PRICE

The product is sold to the customers Britannia Bourbon will now sell Bourbon in Rs5
through retailers, wholesalers, and also packs. Britannia plans to make all of these biscuits
through Modern traders like More, Dmart etc. available even at small tea shops. This strategy can
The company uses both push as well as pull contribute to large volumes, especially from rural
strategy to sell it’s product in the market areas. Since such packs are affordable, consumers get
an opportunity to buy impulsively.
Industry Analysis Brand Analysis Competition analysis Distribution Channel Promotion Strategy Summary

Britannia’s Bourbon—which was the biggest brand two years back with close to
21 percent market share, and Oreo a close second with 18 percent, has now
slipped to the third place.

New digital campaign ‘Bourbon Friends Forever. Through this new campaign,
the brand wants to create a world of friendship that is real and unpretentious

With the brand mantra -”” 'Thoda Aur Chocolaty' and 'Thoda Aur Crunchy'.
The brand aims to target the youth with its whole new vibrant, youthful and
contemporary packaging.

They are using Competitive pricing strategy: helps you to prevent losing market
share and customers to the competitors as it lets the business control the
competition.

Product line pricing : The goal of product line pricing is to maximize profits. The
more features offered, the more consumers will pay.

THANKYOU