Project Report on Britannia

7/14/2019 Project Report on Britannia

http://slidepdf.com/reader/full/project-report-on-britannia-563279f38e01e 1/31

Project Report On

Britannia Biscuits- A Marketing Strategy

By Gunjan Kumari



Table of Contents

S.N Page No

1. Executive Summary

2. Introduction

3. Milestone of Britannia

4. Market & Marketing Stategies

5. Product Line

6 Brief industry Profile

7 Conceptual Framework

8. Data Analysis and findings9 Conclusion

10 Bibliography



Executive Summary

Marketing strategies of Food industry depend of the number of factor like

demographic profile, brand, health awareness, taste and quality & etc. The

company has to study the target region with regards to these factors. The

increase share of the market ,company have continued focus on advertising

,promotion and research in study of consumer behavior for change in healthawareness and taste. That only company like Britannia choose to manufacture

product for every age and every type of the people e.g Britannia Tiger for growing

Kids, NutriChoice Hi-Fibre Digestive for people having digestion problem,

NutriChoice SugarOut for Diabetics people.

Keeping in factor like change in health awareness and taste of people , Britannia

adopted tagline like “Think Healthy Think Better “, “'Swasth Khao, Tiger Ban Jao”

and recently slogan “Zindagi Mein life”

Britannia Industries started marketing its products with the new slogan “Zindagi

Mein life” from last two years to target more health conscious urban Indian. The

change has worked – with its millions of Indian consumers, who are getting more

health-conscious by the day, believing in the brand, trusting its promise of health

and accepting innovations from the company. it is the only biscuit maker in India

which has made products trans-fat-free. The brand’s efforts of the company is

getting recognised more each passing day.

The study of the consumer behavior is very important to get into through

marketing strategies of company.



Introduction of Britannia

The story of one of India's favorite brands reads almost like a fairy tale. Once

upon a time, in 1892 to be precise, a biscuit company was started in a nondescripthouse in Calcutta (now Kolkata) with an initial 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 Chandra Gupta, 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 a partner and

The Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai factory

was set up in 1924 and Peek Freans UK, acquired a controlling interest in BBCo.

Biscuits were in big demand during World War II, which gave a boost to the

company’s sales.

As time moved on, the biscuit market continued to grow… and Britannia grew

along with it. In 1975, the Britannia Biscuit Company took over the distribution of

biscuits from Parry's who till now distributed Britannia biscuits in India. In the

subsequent public issue of 1978, Indian shareholding crossed 60%, firmly

establishing the Indianness of the firm. The following year, Britannia Biscuit

Company was re-christened Britannia Industries Limited (BIL). Four years later in1983, it crossed the Rs. 100 crores revenue mark.

On the operations front, the company was making equally dynamic strides. In

1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new

corporate identity - "Eat Healthy, Think Better" - and made its first foray into the

dairy products market..

Britannia strode into the 21st Century as one of India's biggest brands and the

pre-eminent food brand of the country. It was equally recognized for its

innovative approach to products and marketing. In recognition of its vision and

accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small

http://en.wikipedia.org/wiki/Kolkata


http://en.wikipedia.org/wiki/Peek_Freans

http://en.wikipedia.org/wiki/Peek_Freans





Companies of the World', and The Economic Times pegged Britannia India's 2nd

Most Trusted Brand.

Today, more than a century after those tentative first steps, Britannia's fairy tale

is not only going strong but blazing new standards, and that miniscule initial

investment has grown by leaps and bounds to crores of rupees in wealth for

Britannia's shareholders. The company's offerings are spread across the spectrum

with products ranging from the healthy and economical Tiger biscuits to the more

lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of

almost one-third of India's one billion population and a strong management at the

helm means Britannia will continue to dream big on its path of innovation and

and quality.

Major milestone 1892 The Genesis - Britannia established with an investment of Rs. 295 in

Kolkata



1910 Advent of electricity sees operations mechanised

1921 Imported machinery introduced; Britannia becomes the first

company East of the Suez to use gas ovens

1939 – 44

o Sales rise exponentially to Rs.16,27,202 in 1939

o During 1944 sales ramp up by more than eight times to reach Rs.1.36

crore

1975 Britannia Biscuit Company takes over biscuit distribution from Parry's

1978 Public issue - Indian shareholding crosses 60%

1979 Re-christened Britannia Industries Ltd. (BIL)

1983 Sales cross Rs.100 crore

1992 BIL celebrates its Platinum Jubilee 1993 Wadia Group acquires stake in ABIL, UK and becomes an equal

partner with Groupe Danone in BIL

1994 Volumes cross 1,00,000 tons of biscuits

1997

o Re-birth - new corporate identity 'Eat Healthy, Think Better'

leads to new mission:

o 'Make every third Indian a Britannia consumer' BIL enters the

dairy products market

1999 "Britannia Khao World Cup Jao" - a major success! Profit up by 37%

2000 Forbes Global Ranking - Britannia among Top 300 small companies

2001

o BIL ranked one of India's biggest brands No.1 food brand of the

country .

o Britannia Lagaan Match: India's most successful promotional activity

of the year;

o Maska Chaska: India's most successful FMCG launch

2002

o BIL launches joint venture with Fonterra, the world's second largest

dairy company Britannia New Zealand Foods Pvt. Ltd. is born;



o Rated as 'One amongst the Top 200 Small Companies of the World'

by Forbes Global

o Economic Times ranks BIL India's 2nd Most Trusted Brand

o Pure Magic -Winner of the Worldstar, Asiastar and Indiastar award

for packaging

• 2003 'Treat Duet'- most successful launch of the year

• 2004 Britannia accorded the status of being a 'Superbrand'

• 2005 Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular

chant!

• 2006 Britannia re-launched NutriChoice Hi-Fibre Digestive biscuits in an

international large sized biscuit pack.

• 2007 Britannia NutriChoice SugarOut range introduced - 1st of its kind of

biscuits to be be launched in India with "No Added Sugar" (Variants - Chocolate

Cream, Orange Cream, and Litetime)

• 2008

o Britannia NutriChoice 5 Grain biscuits launched - Biscuits with the goodness

of 5 health Cereals, and sweetened with Natural honey. Britannia

Nutrichoice promised consumers "Bhook Bhagao, Kuch Healthy Khao"

o Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic

Cookies', Low Fat Dahi and renovated 'MarieGold'.

• 2009

o Britannia Launches ActiMind - A first of its kind milk based health drink for

kids, which helps improve mental sharpness. Launch of ActiMind marked

Britannia's entry into the beverage segment and has further extended its

credo of 'Eat Healthy, Think Better' to 'Drink Healthy, Think Better' as well!!

o Britannia NutriChoice Nature Spice Crackers launched - Your favorite Cream

Crackers, now made even more exciting with the addition of "Sabut" Ajwain

and Jeera spices.



o Britannia takes full control of Daily Bread.

o Britannia Industries buys out New Zealand's Fonterra from existing dairy

joint venture, Britannia New Zealand Foods (BNZF). BNZF became a 100 per

cent Britannia subsidiary and was renamed Britannia Dairy Private Limited

(BDPL).

o Recognizing the changing global trends & health benefits of removing

transfats, Britannia is the first Bakery brand in India to remove transfats

from its products.

o Wadia Group acquired stake holdings from Group Danone and becomes the

single largest shareholder in BIL.

• 2010

o 50-50 Maska Chaska was re-launched with a new masaaledar twist -

a delightful blend of butter and imported flavours along with

sprinkling of masala in September 2010.

o Tiger enters the Cookies category, with the launch of Krunch Cookies

in October..

o Brand NutriChoice, in keeping with its track record of launching

differentiated healthy snacks, launched Diabetic Friendly Essentials

o Britannia was presented the Master Brand 2010 Award by CMOCouncil in November 2010.

o Rotary Club of Chennai awarded CSR Award to Britannia in

November, for our work in nutrition.

• 2011

o Always committed to constant innovation, Britannia launched

Britannia Healthy Start in Mumbai in January 2011

o Britannia received the Most Respected Company Award 2011 fromBusinessworld.

o Bourbon received the Most Popular Confectionery Product Preferred

By Youth (Biscuit) Award.

o Britannia further enhanced its foray into healthy milk based drinks by

launching TigerZor Choco Milk & TigerZor Badam Milk in May 2011.



o Britannia Bread launched its new range of Health Breads in Delhi in

November.

o Delhi factory was adjudged as the winner for Outstanding

Performance in Food Safety.

o BRITANNIA was honoured with `CREATIVE HR PRACTICES AWARD' by

Employer Branding Institute, India,

• 2012

o IMC Ramakrishna Bajaj National Quality Award 2011 was awarded to

Britannia Industries Limited, Britannia Industries Limited Khurda was

commissioned on 17th April 2012.

o The Modern Trade team of Britannia was honoured with Winner-

BEST BAKERY SUPPLIER award for the year 2011-12, at the 1st

SPENCER'S Best Supplier Awards 2012

o Britannia was awarded the Global Performance Excellence Award

(GPEA) by Asia Pacific Quality Organization (APQO).

o Britannia won Global award given out by 'World Quality Congress'.

• 2013

o Britannia Industries Ltd, Kolkata was selected the winner of theGOLDEN PEACOCK NATIONAL QUALITY AWARD for the year 2012

o Britannia was awarded "Manufacturing Supply Chain Award for End

to End Customer Solution Excellence" on 23rd January 2013 at the

Asia Manufacturing Supply Chain Summit (AMSCS) held in Mumbai.

o Britannia bagged two National Quality Excellence Awards for 2013-

one for Best End-to-End Customer Solution (Supply Chain), and the

second, for Planning, Processes and Systems - on 14th February 2013

at Taj Lands End, Mumbaio The Namma Bengaluru Award for 2012, in the Corporate Social

Responsibility category for initiating and implementing Solid Waste

Management.



o Britannia bagged the prestigious IWLF Award for 'Solid Waste

Management Project' and 'BNF' project at the International Women

Leadership Forum held in Mumbai on 25th April 2013.

Product LineNew Britannia Tiger

http://www.britannia.co.in/brandstories_tiger.htm

http://www.britannia.co.in/brandstories_tiger.htm



Britannia Tiger, one of the biggest brands in the kids segment, has re-invented

itself to revolutionize the concept of kids' nutrition in the country. Equipped with

a new vision of leading the kids' nutrition space, Britannia Tiger has revamped its

offerings to embody fun and energy on one hand and health and nutrition on the

other. Enriched with growth nutrients across all its variants -Glucose, Crunch

Cookies and Creams, Britannia Tiger comes with the credo of 'Roz Badho'.

Aimed at addressing every mother's concern on their kid's nutrition, Britannia

Tiger has undergone a considerable shift in its product offering, transforming

itself into a healthier and tastier avatar. Identifying the role of biscuits as a

important component of daily food and a major carrier of nutrition, Britannia

Tiger fortifies itself, across categories, with growth nutrients like iron, calcium,

folic acid, vitamin A and D*. Packed with 25% of daily growth nutrients (every 100

gms).

Britannia NutriChoice Oat Cookies

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly'

Essentials specially designed for people with diabetes. There's no longer a need to

avoid snacks or go hungry while traveling or at work. Rather approach snacking in

a healthy way with our Oat Cookies.

Britannia NutriChoice Oat Cookies are scientifically created to suit the special

lifestyle and nutrition needs of diabetics to manage extreme swings in blood

sugar. They are tasty, crunchy and convenient option for those mid-meal pangs. In

addition, the oat fiber lowers rise in blood sugar, helps control blood cholesterol

and helps you feel satisfied and active for longer.

Britannia NutriChoice Ragi Cookies

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly'

Essentials specially designed for people with diabetes. There's no longer a need to

avoid snacks or go hungry while traveling or at work. Rather approach snacking in

a healthy way with our Ragi Cookies. Britannia NutriChoice Ragi Cookies are

scientifically created to suit the special lifestyle and nutrition needs of diabetics to

http://www.britannia.co.in/Hello_Diabetes/Oats.html

http://www.britannia.co.in/Hello_Diabetes/Ragi.html

http://www.britannia.co.in/Hello_Diabetes/Ragi.html

http://www.britannia.co.in/Hello_Diabetes/Oats.html



manage extreme swings in blood sugar levels. They are tasty, crunchy and

convenient option for those mid-meal pangs. Ragi helps lower blood glucose

levels and in a rich source of magnesium, which is instrumental for the production

of important enzymes. Our Ragi Cookies are a good source of fiber, both soluble

and insoluble, for heart and digestive health.

Veg Cakes

Britannia Veg Cakes is every vegetarian's dream come true! 100% vegetarian cake

with all the softness and delight a cake should have. Every slice is soft and fluffy,

stuffed with real fruit bits, to give you a cake that is truly delicious, down to the

last slice. Add to this zero cholesterol and a 3 month shelf life and you have a

healthy, convenient snack to enjoy anytime, anywhere. Grab a pack of Britannia

Veg Cake today. Masti ka Green Signal! Flavour: Twisty Fruity Price and sizes: Rs.

15/- for 75 gm pack.

Nutrichoice Health Starter Kit

2010 - Britannia Nutrichoice launches a New Year pack - the Nutrichoice Health

Starter Kit . Created for everyone who makes a New Year resolution to become

healthy and does not follow through on it. The Health Starter Kit contains a range

of healthy biscutis - 1 pack each of Nutrichoice Hi-Fiber Digestive, Nutrichoice 5Grain and Nutrichoice Nature Spice Cracker. It also has a one week free pass to

Talalkars gym that entitles every consumer to one week free trial of any

Talwalkars (TBVF ltd) gym across the country. In addition to this the pack also

contains a Fit Sip Sipper and a fitness chart. All this for only Rs 100.

NutriChoice 5 Grain

Most consumers believe that to in order to stay healthy one needs to make

certain compromises on some good things in life. Whether it is choice of extrahour of sleep over early morning exercise and eating unappetizing foods over oil-

dripping samosa. At the same time most of us agree that good nutrition cannot

come from one kind of food alone, but from a healthy combination / assortment

of several healthy ingredients put together. Britannia NutriChoice 5 Grain Biscuits

http://www.britannia.co.in/overview.htm






are a perfect answer to those looking for healthy eating options without as much

making a compromise on taste, or convenience, or health.

Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen

healthy cereals (Oats that help reduce bad cholesterol, Corn which promotesheart health, Ragi a good source of both Calcium as well as Fibre, Rice low in fat,

and Wheat that provides wholesome energy). These biscuits are delicately

sweetened with natural honey, and come in a unique large oval shape. It is this

large size and the healthy combination of the ingredients, that make it an ideal

hunger buster for those in-between meals time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several small single serve

pocket meals packs, so that one is never far away from pacifying hunger on the

move. So whenever you miss your breakfast, or succumb to those unhealthy

evening snacks, you can relish the goodness of health with Britannia NutriChoice

5 Grain biscuits.

NutriChoice SugarOut

Sounds like yesterday when people commented that healthy foods meant

"compromising on the taste." NutriChoice SugarOut is the most novel product

range to have been introduced in the market. The product is not just sweet buttastes great, and yet contains no added sugar.

This is because NutriChoice SugarOut is sweetened with "Sucralose," derived from

sugar, which provides the same sweetness as any other biscuit, without the

added calories of sugar.

This range is available in 3 delicious variants namely Litetime, Chocolate cream,

and Orange cream, targeted towards all health sensitive people. It is also relevant

for consumers with sugar related ailments.

We are sure that you will be pleasantly delighted with its great taste and equally

surprised to know that it has no added sugar.

Don't be taken for a ride when you read "Sugar Free" label on many biscuit packs

marketed in India or abroad. Even with 100% no-added sugar, wheat-cereals in











biscuits have their own natural sugar content. Britannia has chosen to represent

these biscuits with "No Added Sugar" claim, as there is no added sugar in the

processing of NutriChoice SugarOut.

NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in our daily life towards

healthy and active living. 24/7 we are engrossed in our busy schedules; skipping

meals, missing walks, along with inadequate sleep and frequently eating-out, all

take a heavy toll on our health.

At least with the new and improved NutriChoice Digestive Biscuit , we have one

less thing to worry about. Made with 50% whole-wheat and packed with added

fibre (10% of our daily dietary needs), these delightfully tasty biscuits are amongst

your healthiest bites of the day.

In your next visit to a shop just look out for its Golden-green international carton

pack.

Try one and you'll know that you've made one smart choice - NutriChoice.

Treat Fruit Rollz

All kids who have relished the yummy creamy treasures of Britannia Treat in

exciting flavors, have yet another reason to celebrate! Britannia Treat launches

the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are filled with real

fruits and provide a healthy yet mouth-watering treat to the kids. Fruit Rollz

comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy Orange

and Delicious Dates!

Want to know a little secret? They make the best tiffin treats! So during snack

time what better than to munch on the delicious and healthy Fruit Rollz anddiscover the yummy fruit flavor from within the shells. Keeping up with Britannia's

platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy snacking option

for kids, while keeping the Moms assured about the goodness provided by the

fruit filling.



So go on and treat yourself to the lip-smacking snack!

New Britannia Milk Bikis

Milk Bikis, the favourite growth partner of Kids, now brings greater value and

delight to all with its new product and pack design. Recently re-launched in its

existing Southern & Eastern markets, and extended across India, the new Milk

Bikis is all set to add excitement and appeal to ‘nutritious’ food. Whoever said

that ‘good food’ needs to look ‘dull and boring’, will just have to take a look at

Milk Bikis.

With a unique and attractive honeycomb design and an enhanced product

experience, the new biscuit prompts the ‘Kid’s will love it’ reaction amongst

mothers. The milk goodness in the recipe is now enhanced with SMART

NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid mental and physical

development in growing kids. The premium packaging, besides appealing to kids,

also ensures that the biscuits remain fresh and crisp.

So, whether its breakfast time or snack time at school, rest assured that kids will

look forward to munching these crunchy, milky biscuits which even helps in their

development. And yes, adults won’t be far behind in reaching out for a pack!



INDUSTRY OVERVIEW

Biscuit industry is one of the major food and beverage industry under FMCG

industry. It is growing at a rapid rate in developing countries. Biscuit industry inIndia in the organized sector produces around 65% of the total production, the

balance 35% being contributed by the unorganized bakeries. The industry consists

of two large scale manufacturers, around 50 medium scale brands and small scale

units ranging up to 2500 units in the country, as at 2000-01. The unorganized

sector is estimated to have approximately 30,000 small & tiny bakeries across the

country

The annual turnover of the organized sector of the biscuit manufacturers (as at2001-02) is Rs. 4,350 crores

The biscuit industry in India witnessed annual growth as below:-

2003-04 - 13%

2004-05 - 14%

2005-06 - 14%

2006-07 - 13%

2007-08 - 14%

2008-09 - 16%

2009-10 - 14%



2010-11 - 11%

2011-12 - 11%

2012-13 - 09% (April-September 2012)

While the growth rate has been stagnating during last 4 years, it picked up

momentum during the 2008-09 mainly on account of exemption from CentralExcise Duty on biscuits with MRP up to Rs.100/per kg, as per Union Budget for

2007-08. However growth further declined from 2009-10 to 2011-12 and the first

half of 2012-13.

Annual Production:

The organized biscuit manufacturing industry‘s annual production figures are

given below:

(In Lakh Metric Tonnes)

2003-04 - 11.00

2004-05 - 12.55

2005-06 - 14.29

2006-07 - 16.14

2007-08 - 16.85

2008-09 - 17.50

2009-10 - 18.502010-11 - 19.00

2011-12 - 20.50

2012-13 - 10.50(April to September 2012)

EXPORTS of Biscuit was 14% of the annual production during the year 2010-

11 which declined to around 12.5% in 2011-12.

IMPORT of biscuits into India has not shown any significant growth during

the last five years and has not affected production/sales by the IndianBiscuit industry.



LITERATURE REVIEW

CONSUMER BUYING BEHAVIOR

Understanding the buying behavior of the target market is the essential task of

marketing management under marketing concept. The consumer market consists of all

the individuals and households who buy or acquire good and services for personal

consumptions. The buying behavior tries to find out the answers for the questions, who

buys? How do they buy? Where do they buy? Do they buy?

(A) FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR

There are four major factors that influence the buying behavior such as cultural factors,

social factors, personal factors, and psychological factors.

i. CULTURAL FACTORS: Culture is the most fundamental determinant of a

person wants and behavior. Values, perceptions, preferences, and behavior are

the main variable under culture of an individual. Each culture contains sub-

culture like nationality, religious group, geographical area, and linguistic divisions

etc.

ii. SOCIAL FACTORS: A consumer behavior is also influenced by social factors

such as the consumer reference group family and social roles and status.

iii. PERSONAL FACTORS: A buyer decision is also influenced by his or personal

characteristics, notably the buyers age, lifestyle, occupation, economic

circumstances etc.

PSYCHOLOGICAL FACTORS: a person buying choice is also influenced by four major

psychological factors such as motivation, perception, learning belief and attitudes.

(B) BUYING DECISION PROCESS



It includes buying roles, types of buying and steps in buying process.

I. BUYING ROLE

The buying role could be classified into four parts. These are initiator, influencer,

decider and buyer.

II. TYPES OF BUYING BEHAVIOR

Consumer decision taking varies with the type of buying decision. There are four types

buying behavior such as Complex buying behavior, Habitual buying behavior, Variety

seeking buying behavior.

III. STAGES IN BUYING DECISION PROCESS

Here are five stages in buying decision process namely problem recognition search,evaluation of alternatives purchase decision and past purchase behavior.

NEED RECOGNITION

The buying process starts with the buyer’s recognition of a problem of need. The buyer

senses a difference between his actual state and desired state.

INFORMATION SEARCH

There are different sources from where a consumer can gather information like personal

sources commercial sources, experimental sources.

EVALUATION OF ALTERNATIVES

After gathering information about different products the customer will be in a fuss as to

choose which product among the mainly alternatives consumer usually evaluate the

alternatives on traditional basis, on the basis of utility function etc. from the many

alternative consumers at last choose the best one for him.

PURCHASE DECISION

A consumer who decides to execute purchase intention will be making up to five

purchase decisions.

POST PURCHASE BEHAVIOR



After purchasing the product and services the consumer will experience some level of

satisfaction or dissatisfaction with the product and services that will influence

subsequent behavior. If consumer is satisfied he may show the probability of buying the

product the next time, satisfied customer will say good thing about the product, proving

the statement that "satisfied customer is the best advertisement.” A dissatisfied

customer may take some action against it. They may try to reduce the dissonance by

abandoning returning the product.

Understanding consumer needs and buying process is the foundation of any company.

By understanding how buyers go through problem recognition, information search

evaluation of alternatives, the purchase decision and post purchase behavior marketers

can pick up many clues as to how to meet buyers need.

ALL ABOUT MARKETING STRATEGY

Marketing strategies serve as the fundamental underpinning of marketing plans

designed to fill market needs and reach marketing objectives. Plans and objectives

are generally tested for measurable results. Commonly, marketing strategies are

developed as multi-year plans, with a tactical plan detailing specific actions to be

accomplished in the current year.

Marketing strategy involves careful scanning of the internal and external

environments. Internal environmental factors include the marketing mix and

marketing mix modeling, plus performance analysis and strategic constraints.

External environmental factors include customer analysis, competitor analysis,

target market analysis, as well as evaluation of any elements of the technological,

economic, cultural or political/legal environment likely to impact success. A key

component of marketing strategy is often to keep marketing in line with a

company's overarching mission statement.

DEFINATION OF MARKETING STRATEGY:-

Marketing strategy is defined by Prophet's David Aaker as a process that can allow

an organization to concentrate its resources on the optimal opportunities with the

goals of increasing sales and achieving a sustainable competitive advantage.



Marketing strategy includes all basic and long-term activities in the field of

marketing that deal with the analysis of the strategic initial situation of a company

and the formulation, evaluation and selection of market-oriented strategies and

therefore contribute to the goals of the company and its marketing objectives.

According to Shaw, Eric Marketing Strategy: From the Origin of the Concept to

the Development of a Conceptual Framework. In Marketing, there is a framework

for marketing strategies.

Market introduction strategies

"At introduction, the marketing strategist has two principle strategies to choose

from: penetration or niche".

Market growth strategies

"In the early growth stage, the marketing manager may choose from two additional

strategic alternatives: segment expansion or brand expansion.

Market maturity strategies

"In maturity, sales growth slows, stabilizes and starts to decline. In early maturity,

it is common to employ a maintenance strategy, where the firm maintains or holds

a stable marketing mix".

Market decline strategies

At some point the decline in sales approaches and then begins to exceed costs. And

not just accounting costs, there are hidden costs as well; as Kotler observed: 'No

financial accounting can adequately convey all the hidden costs.' At some point,

with declining sales and rising costs, a harvesting strategy becomes unprofitable

and a divesting strategy necessary".

Ear ly marketing strategy concepts were:

Borden’s “marketing mix”

"In his classic Harvard Business Review (HBR) article of the marketing mix,

Borden (1964) credits James Culliton in 1948 with describing the marketing

executive as a 'decider' and a 'mixer of ingredients.' This led Borden, in the early



1950s, to the insight that what this mixer of ingredients was deciding upon was a

'marketing mix'".

Smith’s “differentiation and segmentation strategies”

"In product differentiation, according to Smith, a firm tries 'bending the will of

demand to the will of supply.' That is, distinguishing or differentiating some

aspect(s) of its marketing mix from those of competitors, in a mass market or large

segment, where customer preferences are relatively homogeneous, in an attempt to

shift its aggregate demand curve to the left (greater quantity sold for a given price)

and make it more inelastic (less amenable to substitutes). With segmentation, a

firm recognizes that it faces multiple demand curves, because customer preferences

are heterogeneous, and focuses on serving one or more specific target segments

within the overall market".



RESEARCH METHODOLOGY

MARKET AND MARKETING STRATEGY OF BRITANIA

1 Strategy Formulation

Framing M ission and Objectives: -

In the step Britannia Company Forms its mission and objective, which has been

decided by top level management mainly by Mrs. Nasali wadia and Ms. Vinita Bali

Analysis of the I nternal Environment:-

In this part Britannia company analyzes its strength, weakness , opportunity, andthreat and decisions are made by the top level management or build up

automatically as company progressed up.

Analysis of the External Environment:-

In this part company done external analysis i.e. PEST analysis. In market

Britannia is a big name so politically he is strong, Chairmen Nasali wadia is

engaged in many Indian government and political society.

Gap Analysis:-

Britannia biscuits are the most selling biscuits brand across the globe; Britannia

biscuits are healthy, efficient, powerful, standardized, segmented according to

categories and cheap in price. So all together customer gets what they need,

sometime there is gap between their expectations and companies delivery of

product.

Framing Al ternative Strategies: -

They have also back up plan, they use those plan according to the market

condition.

Choice of Strategy:-

Britannia’s first choice shop they kept Britannia contest to attract customer. They

can think differentiation as their alternate choice.



Strategy Implementation

Formulation of Plans: -

The strategy planned by top level management. But the implementation part has

done by Business level and function level. The plan that how can they achieved the

target. For this they divided the big work into small work. After that they

implement small work.

Programs and projects:-

After acquiring the biffest share in the market they are preparing their company for

the next step to achieve its goal. Their management is trained by the training

program to make them familiar with the Britannia family.

Resource Al location: -

To develop Britannia Biscuits market Britannia Company is using various

resources such as physical resources, financial resources and human resources.

Structural Implementation:-

There is need for organizational structure to implement strategies. Britannia

company’s str ucture is the framework through which an organization operates.

Functional Implementation:-

A manager can also change activity of the salesperson. The manager that is head of

the department of the Britannia Company takes all roles and responsibilities to get

the work done from others. The decisions taken by them are implemented by all

the workers or employees.

Behavioural Implementation:-

Britannia is very much employee oriented organization the marketing departmentshave given the performance bonus &they have been send to the factory to

demonstrate biscuits.

Strategy Evaluation

Setting of Standards:-



In this level manager set target to his sales person, generally every departments

work on target basis.

Measurement of Performance:-

Now in this case manager analyze that whatever the target had given to the sales

peoples has done or not.

Compar ison of Actual Performance with standards: -

Now they check theactual performance of the sales people and analyze the

performance.

F inding out deviations: -

In this case they check why the sales people not ableto achieve the target, whatever the target had given to the sales people wherewas the deviation.

Analyzing Deviations: -

After that the manager and top level management check that deviation.

Taking Corrective measur es:-

After that manger tries to solve those deviation, Basically the sales people will

again send to the training field review and on job training, this is the methodBritannia adopts quite often.

The company’s policy is customer satisfaction with less price as well as quality.

Target maximum customer and sale of maximum volume. The company wants to

reach the product in every segment of customer. also have targeted to urban, rural,

city town and villages area of a market. High promotion for selling the product and

achieve maximum market share. The company wants to increase the profitability

by selling of maximum quantity. The company is facing high competition so the

profit margin is low but high turnover. The company’s major competitors are

PARLE, SUNFEAST ANMOL and PRIYA GOLD, Britannia volume crossed one

lakh ton biscuit in1994



BRANDING (Brand Management):

1. Create Brand Recogniti on

Instead of just advertising on Bats of cricket stars, Britannia should think of gettinga single person as their ambassador, someone with whom the youth identify

with(Considering that Rahul Dravid is slowly retiring from all forms of International Cricket). It could be a cricket star like the ever green SachinTendulkar, but yet again cricket is a risky affair, or someone who will always be in

the news for the right or the wrong reasons – like Ranbeer Kapoor from bollywood.

2. Brand Knowledge

There should be campaigns in school, in class 6 and 7 (that is when an

individual starts forming his/her own perception about brands and available

consumer goods). The campaigns could be tied up with Inter school Competitions or

something that creates and spreads awareness. For example: National Health

Mela in Delhi, which is an annual event and invokes participation from allmajor schools in Delhi. The event is a national level event and is done to

spread awareness about health issues amongst the youngsters from a delicateage when perceptions, beliefs and attitude are still developing.

3. Brand Preference

Britannia enjoys almost a 40% share in the biscuit market and also its cake salesfor Fiscal 2010 – 11 have grown at 62% (by value)from 1,193,097 to 1,936,793which shows that the brand does enjoy a deep preference amongst the masses but

needs to work on promoting it in a better way in each target segment.

PRODUCT LINE

Innovation is key for the success. It is more so, in confectionery items for it is hard

to maintain the same curiosity levels for the brands particularly, among the youth.

Bangalore based Britannia Industries Ltd., with a portfolio of 35 brands of biscuits

known this truth.

BRI TANNIA MARIE GOLD



Britannia's oldest brand enjoys a heritage that spans the last 50years - and going

strong. It is famous for its Britannia and Tiger brands of biscuit, which are popular

throughout India. Britannia has an estimated 38% market share. In a market

swamped with me-too products and where even the name 'Marie' has become

generic, Britannia Marie Gold has maintained its strong hold. Today, the ever- popular Marie Gold is synonymous with the 'Tea Time Biscuit'. Its taste, crispiness

and lightness make it a must for every tea break. It is the #1 brand in its category

by a long shot.

" Fi f ty-Fi f ty" : Britannia initially introduced this sweet and salt biscuit product to

capture the Parle's "Krackjack" market share.

Launched in 1993, 50-50 because of its "Hatke" taste and youthful appeal quickly

emerged as the leader of category with more than one-fourth of market share. It bridges the gap between biscuits & snacks and tries to bring the best of many

worlds- Biscuits bhi Snack bhi, Sweet bhi Spicy bhi, Baked bhi Chatapata bhi. The

new product being baked and in bag format allows guilt free snacking both in and

out of home and thus making housewives "Snack happy".

Britannia's Pride

With the launch of another new product "Tiger" Britannia made a significant shift

in its own business arena. The new product "Tiger" was launched in red coloured

packs to attract the eyes of the rural consumers as the rural consumers prefer this

colour very much. The later variants under the same brand name were having

http://www.imagesfood.com/Images/newsimage/Britannia_tiger.jpg



different colours. But there market capturing capacity were lesser then that of the

Red coloured packed Britannia Biscuits. The micro packs @ Rs2 per 15gms were

pushed to market to expand the market to untapped areas and also to create new

customers by making it affordable even to a BPL consumer also. This has resulted

in further increase in Market share and also consumer preference.

Br itannia Good Day was launched in 1986 in two delectable avatars - Good Day

Cashew and Butter. Over the years, new variants were introduced - Good Day Pista

Badam in 1989, Good Day Chocochips in 2000 and Good Day Choconut in 2004.

This rich cookie enjoys a fan following of consumers across all ages, loyal to the

brand promise of a great taste, evident from the visibly abundant ingredients. Good

Day is among the fastest growing brands in Britannia's portfolio and it has been the

leader in the cookies category ever since its launch. The brand is synonymous witheveryday treats that infuse happiness into people's lives.

Cakes

Britannia entered the cake market in the year 1963 and is the leading player in the

market. Britannia Cakes range is divinely scrumptious and has Bar Cakes, Chunk

Cakes and Cup Cakes which were launched in 2005. Bar Cakes are available in

variants that include Fruit, Butter Sponge, Chocolate, Pineapple, Milk, Vanilla

Chocolate and Orange. Apart from being delicious, these snacks are packed with

healthy ingredients making them wholesome & delightful.

Br itannia Dair y Whitener is known for the taste, thickness and creaminess it lends

to our foods and drinks. Available in carton packs and pouch refills, Britannia

offers you Dairy Whitener for all kinds of servings... the single serve pack, the

double cup pack and so on... going up to an entire month's supply of dairy

whitener.

Br itannia NutriChoice provides you with a range of snacks and NutriBix which

are inherently healthy yet do not compromise on taste and come with a promise of adding goodness to your lives.



CONSUMER DISTRIBUTION CHANNEL

COMPETITORS

MAJOR INDUSTRIY CONTRIBUTORS

Britannia’s competitors are Parle product ltd, Priya Though Britannia is the oldest

company in the Indian market but the company is facing tuff competition. gold

Sunfeast , and Anmol and also have some local companies Britannia’s biggest

competitor is parle company and also have some other worldwide company as

Bakeman’s 10%,smithkline 08%, Nutrie04%,Kwality 04% Other’s 4% , but Parle

has 30% of market share and the Britannia has 40% market share Parle is biggest

threats for Britannia.

DATA ANALYSIS AND FINDINGS

SWOT ANALYSIS

Strength:-

1. Around 120 years in the industry

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

3. Wide range of bakery products like biscuits, rusks, cakes and dairy products

like milk, butter, cheese, etc.

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 segment



2. Heavy expenditure on advertising and marketing

3. Similar products produced by many companies means high brand switching

Opportunity:-

1. Increase in purchasing power of people in India

2. Increase its share in the dairy industry

3. Product line extension

4. Expansion in other countries

Threats:-

1. Lower price offering competitors

2. Local dairies and bakeries

3. Inflation can cause fall in sales and revenue4. Rise in cost of raw materials



CONCLUSION

After going thick on the thing, now time is to make a complete picture. While

making a product a SKU (Stock Keeping Unit) of the shop retailers think about

the GMROI (Gross Margin Return On Investment) and they promote the brandwhich provide them highest. They expect return in the form of profit margin,

company schemes, window display and references of the shop. Among these,

company schemes make the differences and are the highest source of motivation

after profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and brand building strategies to address the

discerning buyers and retail push to in different buyers. The manufacturer should

understand consumer behavior because retailers can't help quality and price. It is

only up to dealers said it is demand they sell Britannia 42% agree that at retail

shop it is brand popularity, which determine the purchase of biscuit.

There is a greater need to understand the retailer behavior considering them as a

team working for the company may help them to be attached to the company.

There should be feeling of belonging to the company in inner of the retailers.

Setting values club for retailers so that they may exchange views with the

company and help in understanding consumer behavior.

Documents

Project Report on Britannia