Presented By AJISH BALASUBRAMANIAN ANKIT SETHI ASHISH TYAGI HARSHIT SHAH
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VIJAY SURIYAN
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COMPANY PROFILEEstablished in 1 9 1 8 a s sm a l a ke ry i D u m lb n
D u m , K o l ta . ka I i a li ve stm e n t w a s R s 2 9 5 . ie . a ro u n d 3 . 8 8 n ti n . p o u n d s o f th o se d a ys. 1 9 8 3 sa l s cro sse d R s 1 0 0 cro re a ro u n d 1 0 e m i l o n p o u n d s. li1 9 9 7 - n e w co rp o ra te i e n ti ' a t H e a l y , T h i k d ty E th n
B e tte r'l a d s to n e w m i o n : ' a ke e ve ry th i e ssi M rd I d i n a B ri n n i co n su m e r' . B I e n te rs th e d a i n a ta a L ry p ro d u cts m a rke t
Source:Britannia 2009
COMPANY VISIONTo be one of the best biscuit and baked snack
producers in Europe.
To produce innovative products for an ever
changing markets.
Healthy biscuits and snacks using finest
ingredients.
PRODUCTSBISCUITS BREAD DAIRY ETHINIC SNACKS MILK WATER
Source:Britannia 2009
Source: TV AdEx (Jan-Dec 2003)
COMMUNICATION MIXa successful product it is necessary
r
to use communication mix in a right way.
fective communication includes right message at right time.
SALES PROMOTION
ADVERTISE
PERSONNEL SELLING
MARKETING COMMUNICATION MIX
DIRECT MARKETING Source:Davedolak 2009
PUBLIC RELATIONS
BRITANNIAS COMM MIXAdvertising Sales Promotion Public relations and publicity Direct and interactive marketing Personnel selling
Source: Britannia 2009
The sales promotion strategy followed by
Britannia includes gift like Toys included in its packs of biscuit segmenting towards lower age group categories.
Another strategy followed by Britannia is
increasing the weight of various product packs from 60 gram packs to 90 gram packs at the same price tags.
Britannia spends a lot on its advertisements
and uses mix of all media forms.
Advertise through television, print , radio and
reach out to their target audience.
Britannias strategyBritannia khao world cup jaopromotion was for
3
months
which promised free 3 days trip to UK for
100
lucky consumers of Britannia.
The company rolled out a wide range of its products
bearing the `Britannia khao world cup jao' slogan on the packaging. Consumers were required to collect 100 runs obtained on the purchase of Britannia products and redeem these for cut out coupons -- the key to the lucky prizes -- that can be collected at designated prize centers. Britannia made up to 37% profit of this
communication mix.
Cricket is a craze in India
Britannia started giving white marble free with
every pack of Britannia Treat.
Marble has a caricature of Indian cricketer
printed on it. http://www.youtube.com/watch?v=xYWd_qCoqoI
PUNCH LINES USEDProducts Lines 50-50 Tasty Marie Gold Milk Bikis Time pass moments Tiger better Treat
Punch Very Very Tasty Tea Time biscuit Eating Milk Perfect partner for Time pass Eat Healthy Think Lovable devils
MARKET SHARE
Source: Equitymaster
2001
CONCLUSIONThe perception of consumers indicates that
Britannia is the un doubtful leader of biscuit product in the urban part of India. With its market share of 3 8 percent as compared to 31 percent by its competitive brand Parle, the company has targeted all segments of the industry considering price, age and taste as primary parameters of segmentation.
CONTINUED.Britannia no-doubt as topped the sales static
among its competitors , its visibility stats proof its effective advertising strategies and individual focus on segmentation. companies aggressive marketing strategies indicates its seriousness towards advertising and brand promotions.
REFERENCES Davedolak (2009). The Marketing Communications or Promotional Mix
[WWW] http://www.davedolak.com/promix.htm. (16th DEC 2009).
Equitymaster (2009). Britannia: All set to 'milk' the market [WWW]
http://www.equitymaster.com/Detail.asp?story=2&date=9/1/2001. (16th DEC 2009).
Britannia (2009) . History of Biscuits[WWW]
http://www.britannia.co.in/history.htm . (16th DEC 2009). Mediar (2009). Strategic marketing communications, branding, and
advertising[WWW] http://www.mediar.com/ .(16th DEC 2009).
SMITH,P.,BERRY,C. &PULFORD,A.(2002) Strategic marketing
communications. 6th ed. London.Kogan page Publishers
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