Presentation on,

BRITANNIA INDUSTRIES

--VENUS

INDEX

1. OVERVIEW

2. PRODUCTS

3. SWOT ANALYSIS

4. PORTER’S 5 FACTOR MODEL

5. MAJOR COMPETITORS

6. STP

7. MARKETING MIX

8. CONCLUSION

9. RECOMMENDATIONS

COMPANY OVERVIEW

Foot Prints Of BRITANNIA INDUSTRY

The company was established in 1892, with an investment of Rs.295. Initially,biscuits were manufactured in a small house in central Kolkata.

Later, the enterprise was acquired by the Gupta brothers mainly Nalin ChandraGupta, a renowned attorney, and operated under the name of "V.S. Brothers."

In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as apartner and The Britannia Biscuit Company Limited (BBCo) was launched.

The Mumbai factory was set up in 1924 and Peek Freans UK, acquired acontrolling interest in BBCo.

Biscuits were in big demand during World War II, which gave a boost to thecompany’s sales.

By 1975 overtook the distribution of parries. The company name finally was changed to the current "Britannia Industries

Limited" in 1979. In 1982 the American company Nabisco Brands, Inc. became a major foreign

shareholder. By 1983 crossed 100 crores of revenue mark

Britannia IndustriesParent

Company Britannia Industries

Category Food Products

Sector Food and Beverages

Tagline/

Slogan Zindagi mein life

USP

India’s very own bakery and dairy products

brand that is trusted for its quality

BOARD OF DIRECTORS:

Name DesignationMr. Nusli Neville Wadia ChairmanMs. Vinita Bali Managing DirectorMr. A.K.Hirjee DirectorDr. Ajai Puri DirectorMr. Avijit Deb DirectorMr. Jeh N Wadia DirectorMr. Keki Dadiseth DirectorMr. Nasser Munjee DirectorMr. Ness Nusli Wadia DirectorMr. Nimesh N Kampani DirectorMr. S.S.Kelkar DirectorDr. Vijay L. Kelkar Director

Management team:

Vision statement:

STP

Segmen

t Biscuits, dairy products.

Target Group

Middle and upper middle

class families, especially kids

Positionin

g

India’s leading manufacturer of

premium quality and healthy

biscuits, bakery and dairy

products

TARGETING AND POSITIONING TIGER:

◦ TARGETED ON KIDS

◦ POSITIONING IS DONE FOR MODERN MOTHER

LITTLE HEARTS

◦ TARGETED ON YOUTH

◦ POSITIONING IS TO BE A SNACKS

GOOD DAY

◦ TARGET ALL AGE GROUPS

◦ POSITIONING IS AS EVERYDAY BISCUITS WHICH BRING HAPPINESS IN EVERYONESLIVES

MARIE GOLD

◦ TARGETING HEALTH CONSCIOUS PEOPLE AND ESPEACIALLY WORKING WOMEN

◦ POSITIONING AS A TEA TIME BISCUITS WITH PROTEINS

Tiger

Good Day

50-50

Marie gold

Treat

Milk Bikis

Time Pass

Nutri Choice also available for Diabetic people.

Dairy Delights include few products like:

a) Cheese

b) Milk

c) Ghee

d) Butter

e) Assorted Breads

PRODUCTS:

BISCUITS:

DAIRY PRODUCTS:

NEW PRODUCTS BE EN LAUNCHED:

PRICETo cater to different market segments, Britannia has categorised its biscuits into 3 groups:-I. LOWER SEGMENT

To target the price sensitive customers, the company has introduced biscuits that provide them value for money and have nutritional value.

Tiger (100gms) – Rs. 5 Milk Bikis (100gms) – Rs. 8ii. MIDDLE SEGMENT

The company has a range of biscuits that lie in the mid-segment that are light and include both sweet and salty variety. 50-50 (135gms) – Rs.10 Marie Gold (100gms) – Rs.15 Time Pass (75gms) – Rs.15 Little Hearts (67gms) – Rs. 10 Nice time(100 gms)-Rs.10iii. PREMIUM SEGMENT

The premium segment offers biscuits that have more to them in addition to the taste and value for money. They offer a wide assortment of biscuits with dry fruits and different cream flavours.

Good Day (100gms) – Rs. 15 Treat (100gms) – Rs. 12 NutriChoice Digestive (100gms) – Rs. 12Therefore, doing this has enabled Britannia to widen its customer base.

PLACE For FMCG products, distribution channels are very important. For biscuits,

distribution and visibility are extremely important as it's partly an impulse purchase product. And in biscuits, setting up a distribution channel is anything but easy.

Britannia Industries Ltd. is one of India's leading producers of biscuits and other bakery products. The company is partially owned by the French company Group Danone, one of the world’s largest food products company. BIL has a widespread retail distribution network that services 400,000 retail outlets in 2,200 towns with the help of 2,500 distributors. In addition to this, the company is constantly expanding its product portfolio and retail network. Britannia's managers are constantly on the move, given this breadth and depth of its business and the geographic spread

The company’s plants are located in India’s four major metropolitan cities — Kolkata in eastern India, Chennai in southern India and Delhi and Uttaranchal in northern India. Combined, these facilities employ more than 4,300 people and yet only make 30% of the company’s products. Sixty-one other contracted factories produce the remaining 70% of Britannia’s product line.

While the premium end of the market has seen a flood of new entrants, including several multinational brands, Britannia, with its established distribution network, appears to be in a better position to capitalise on the growth in the mass market. Apart from stockists and sub-stockists, Britannia has used traditional haats and melas to promote the Tiger brand. It has made the ongoing Kumbh Mela a major promotion and sales outlet to capture the rural market. Whenever there is a major mela or haat, Britannia ensures that its brand is stocked in large quantities.

PROMOTION Eat Healthy, Think Better! - This tag line is something that has changed the face of

Britannia completely. This logo encapsulates the core essence of Britannia-healthy, nutritious, optimistic-and combines it with a delightful product range to offer variety and choice to customers. ”Swasth Khao Tan Man Jagao” promises the new generation a healthy and nutritious alternative-that is also delightful and tasty.

Britannia is widely recognised as an innovative marketer. The brand’s association with cricket world cup schemes and the recent ‘Kaun Banega Crorepati’ and ‘Lagaan’ tie-ups stand testimony to this. "Eat Britannia, Go for World Cup" was the theme adopted in 1999. People bought the biscuit packs and searched for the lucky scratch for flying to England to see world Cup Cricket match. The sales bounced 37% high on account of this strategy. The scheme came alive again during the world Cup Match in 2002-2003 in South Africa. "Lagan - the super hit movie” brought fame to Britannia Biscuits also as 40000 buyers of Britannia Biscuit packs were invited to see and a small lucky group to play the game with the movie Stars of Lagan. It proved to be a novel way to promote a product - a perception in correct proportion indeed!! Britannia spends approx 10 % of its sales on marketing.

World Cup Promos:- Britannia India's Britannia khao, World Cup jao promotion emerged as the most recalled sales promotion among all World Cup-related cricket sales promotion activity, according to topline findings of market research agency NFO MBL.

The NFO study captured consumer response to all World Cup-related sales promotion activity from 28,000 respondents, across 30 Indian towns and cities, from the period between January and March 2003.

Interestingly, biscuits captured the No.1 slot among all the categories surveyed, with 21 per cent respondents claiming to have seen or heard a biscuit-category related promotion. This was followed by corporate promotions (11.5 per cent) and televisions (4.8 per cent). Britannia had the highest promotion recall level among all brands (20.2 per cent), followed by LG Electronics (9.2 per cent), Samsung (3.6 per cent) and Pepsi (2.5 per cent).

Awareness of the promotions apart, 7.6 per cent of the respondents surveyed eventually availed of any World Cup related sales promotion. In this category too, Britannia came out tops, accounting for 77 per cent of all the promotions availed. Other significant promotions most availed by the respondents were from Colgate, LG Electronics, Frito Lay, PepsiCo, Lehar Kurkure and Samsung. Geographically, people of Chennai were the most inclined to avail World Cup related promotions, scoring over the other metros. According to the NFO findings, 11.8 per cent people from Chennai availed of the promotions.

Also, the proportion of women availing the promotions was marginally higher than men, at 8.9 per cent. The questions put to the respondents included ability to describe the promotion and whether the promotion was availed of or not.

In fact, such schemes accounted for 62.2 per cent of the promotion descriptions recalled by all the respondents.

Contests in the form of gift offers, slogans, scratch cards and related items were played back by 14 per cent of the respondents interviewed, according to the NFO findings.

Britannia Lagaan Tie-up:- Under this scheme people who purchased a 95 to 100 gm. pack of Tiger biscuits got a special 'Britannia Lagaan Booklet'. 10,000 early birds were supposed to win a prize with the possibility of being selected in the team that would play against the 'Lagaan XI' team. Mr Sunil Alagh, MD and CEO of Britannia Industries at that time reported that Britannia pumped in around Rs.2.5 crores to ensure the success of this promotional offer that resulted in a growth of 20% for Tiger biscuits. The company’s Britannia Lagaan Match for the promotion of its Tiger brand met with a great success.

So far, Britannia has been using Saurav Ganguly, Sachin Tendulkar and Rahul Dravid as its brand ambassadors.

New tagline “ZINDAGI MEIN LIFE”:

They said,

“To create a strong bonding that our customer's

have with BRITANNIA , we aspire to have most

loved food brand and this is in line with our goal”.

SWOT ANALYSIS SWOT Analysis refers to the strategic planning process which is used to

evaluate the strengths, weaknesses, opportunities and threats which exist in any project

Strengths: the various attributes of any individual / company which can be helpful in achieving the various objectives.

Weaknesses: the various attributes of any individual / company which might harm in achieving the objectives.

Opportunities: the various external conditions which are helpful in the achievement of the objectives.

Threats: the external conditions which can damage the objectives.

SWOT Analysis

Strength

1.Around 120 years in the industry

2.India’s most trusted brand with strong brand recall

3.Widely accepted in all generations.

4. Strong distribution network ensuring proper

availability of the products even in the remotest of

areas

5.Major share in biscuits industry

6.Marketing and advertising efficiency

7. Innovative products for health conscious people like

oats and porridge, Nutri Choice biscuits for diabetes

patients, Vita Marie Gold, etc.

8. Strong presence in rural markets

9. Products for all food and snacks segments

Weakness

1.Lower market share in dairy segment2.Similar products produced by many 3.companies means high brand switching

Opportunity

1.Increase in purchasing power of people in India2.Increase its share in the dairy industry3.Generate employment opportunity

4.Expansion in other countries.

5.Increasing demand for diet, sugar free biscuit

Threats

1.Lower price offering competitors2.Local dairies and bakeries3.Inflation can cause fall in sales and revenue

4.Rise in cost of raw materials

BRAND AMMBASDORS OF

BRITANNIA

Porter’s 5 Forces Model

BRITANNIA

Bargaining power of suppliers:

Wheat, Sugar, other commodities,

increasing price

Potential entrants:

High end Biscuit varieties,Traditional

Indian Snacks, Breads, Package Snacks, Bakery

Products

Existing Competitors:

Glucose Segment: Parle-G, Sunfeast, Local

brands

Others: Marie,

Bourbon

Substitutes:

Snacks- Road side chat shops, Haldiram’s Rs 10

offerings etc.

Confectionary- Patties, Local Bakery Cookies,

Rusk

Bargaining power of customers:

Other low price biscuits, same cost

bakery items, homemade snacks

CONCLUSION Interpretation of the buying behaviour of customers has showed that people prefer

Britannia primarily because of the good brand image and then quality. There is no interdependency between the buying behaviour of the customers and

their age groups. There exists a high level of awareness among the people towards the brand

Britannia. The brand acts a synonym of biscuits for them. The highest selling brand for vendors stands to be Britannia. Britannia charges a premium for its biscuits because of its brand image, quality and

taste. Britannia is the largest player in the branded and organized biscuit industry with a

value and volume market share of 38% and 32% respectively. Parle is acting as the biggest competitor for Britannia because of having a similar

brand equity and lower prices of its products.. TV advertisements influence the buying patterns of the customers. Combo Offers act as the most efficient tool for making people prefer one brand

over others.

RECOMMENDATIONS Associate with various Government initiatives as mid day meals, Sarva

Shiksha Abhiyaan, National rural Health missions. Bring promotional schemes like free extra grams Improve packaging Give more margin to retailers and wholesalers Break the monotony. Introduce new flavours Open dedicated Britannia stores/outlets.

THANK YOU,&

WE LOVE U SIR

PRESENTED BY, VENUS GROUP:-

MALLIKARJUNA.T.R

JESSICA.T.S

MANJULA.B.S

LAKSHMINARAYANA

MANASA PATIL

THRIVENI

HIMABINDU

KIRAN.K.G

MAHANTESH