Britannia Good Day Brand Key

"Eat Healthy, Think Better"

Introduction on Biscuit Industry

Biscuits market in India : Rs 9,000-crore (Rs 90-billion)

India is known to be the second largest manufacturer of biscuits, the first being USA

Bread and biscuits are the major part of the bakery industry and covers around 80 percent of the total bakery products in India

Annual growth rate of biscuits industry

2003-04 15

2004-05 14

2005-06 14

2006-07 13

2007-08 15

2008-09 17

Yr. 2008….exemption from Central Excise Duty…

Annual production Biscuits Industry

11

12.54

14.29

16.1417.14

0

2

4

6

8

10

12

14

16

18

2003-04 2004-05 2005-06 2006-07 2007-08

Lakh MT

Biscuit Industry profile

Organised : Unorganised :: 40 : 60

Introduction on Biscuit Industry

• Rural-urban penetration of Biscuit :

•Urban Market : 75% to 85%•Rural Market : 50% to 65%

• Per capita consumption of Biscuits :

•INDIA 1.8 kg, •South East Asian Countries 2.5 kg to 5.5 kg •USA 7.5 kg

S.NO Raw Martial Jan 08 May 08

1 Maida 12.23 12.00

2 Sugar 15.09 16.00

3 Parmoline Oil 52.99 57.00

4 S.M.P 122.00 127.00

5 Butter 118.94 130.00

6 Laminate 200.00 230.00

7 F.O 26.63 35.00

8 HM Bag 91.92 105.00

9 Carbon Box Per Kg 25.00 28.00

HIKE IN PRICES OF RAW MATERIALS

Categories of Biscuits Glucose Marie Sweet Crackers Cream Milk

Popular Brands of Biscuits in the country

Britannia, Parle, Priyagold, Anmol, Sunfeast, Biskfarm, Dukes, Cremica, Priya, NalandaCookieman

Veeramani, Bonn, Bhagwati, Raja, Champion,Sobisco,Madhabi, Nezone, Windsor,Ankit, Shangrila

Biscuit Industry major players

Brand Key for

IntroductionBritannia is one of India's biggest brands and the pre-

eminent food brand of the country.

In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better

In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'

The Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch

Products

Britannia Good Day Britannia Good Day was launched in 1986 in

two delectable avatars - GOOD DAY CASHEW and BUTTER

New variants were introduced - Good Day Pista Badam in 1989, Good Day Chocó chips in 2000 and Good Day Coconut in 2004

Good Day is amongst the fastest growing brands in Britannia's portfolio and is today the market leader with almost 2/3 share of the market

ProductGood Day Jumbo

Good Day Cashew, Badam and Pista

Choco Chop and Choco Nut

PricePricing strategies :-Competition pricingBundle PricingValue Pricing 

Price points of Good Day Biscuits

GOODDAY CHOCO CHIPS 72 x 75 Gm. (Rs 15.)

GOODDAY CASHEW 80 x 75 gm. (Rs 12.)  GOODDAY CASHEW FAMILY 48 x 250 Gm. (Rs 20.)  GOOD DAY BUTTER 80 x 75 gm. (Rs 10.)  GOODDAY BUTTER FAMILY 48 x 250 Gm. (Rs 18.)  GOODDAY PISTA 80 x 75 gm. (Rs 12)  GOODDAY PISTA FAMILY 48 x 250 Gm. (Rs 12)

Cost sheet of Good Day BiscuitsCost of Production 1.00Company’s Profit 1.50Packaging 0.50Promotion 2.00Transportation 1.00Selling & Distribution 1.75Cost to Distributor 7.75Distributors profit 0.75Cost to Wholesaler 8.50Wholesaler Profit 0.50Retailer Cost 9.00Retailer Profit 1.00MRP 10.00

PlaceIntensive Distribution

PromotionAdvertisingGood Day, "Richness is only one functional facet

of Good Day. But there is also a large emotional facet — that of spreading happiness. This became the plank on which Good Day began to be advertised

"Good Day is full of nuts and is rich but it is also good for health. So, they created the Swasth kao, tan man jagao (Eat healthy, energise body and mind) campaign."

Sales promotion“Eat Britannia, Go for World Cup" was the

theme adopted in 1999People searched for the lucky scratch for flying to

England to see world Cup Cricket matchThe sales bounced 37% high on account of this

strategy

Lagaan match- 4000 lucky winners were invited to watch the lagaan team match

Competitive Environment

Target Group Targeted at Children and Teenagers as a tasty

health food that can be consumed as a snack and also at the breakfast table.

It is promoted as a health food that it would give a person the energy to start his daily routine and so is aptly named “Good Day”.

Good Day comes in Premium biscuits segment and is positioned as a health food

Britannia Good Day is an augmented product. Augmented products are those products which have additional attributes in the product to differentiate it from the competitor’s products

Good Day biscuits are consumed at a fast rate due to richness in taste and ingredients and hence they are purchased frequently by consumers

CORE BENEFITSIt is used for filling up the stomach in between meals or whenever one feels hungry

ADDITIONAL BENEFITSUsed as a snack to reduce hunger so that it fills the stomach and also reduces ones appetite. Ideal for weight loss programs

BENEFITS

Value &Personality• Good Day brings laughter and happiness into

people`s daily lives. • It transcends race, caste, creed and unifying

humanity in an inclusive emotion.

Reasons to believeGood Day Biscuits are packed in colored

packaged which have a color that shows the ingredient or the USP of the biscuit

E.g.:- Badam pista comes in brown and green which signifies pista and badam

EssenceIn keeping with its core essence of Swasth

Khao Tan Man Jagao, your Company constantly strives to find sustainable opportunities to drive home the message of nutrition and good food habits among children at the right age. Britannia is committed to help secure every childs right to growth and development through good food everyday.