Om sri sai rama

PROJECT REPORT ON

MARKETING MIX ON

BRITANNIA INDUSTRIES

LIMITED

SUBMITTED BY:-

V.SAI.DHEERAJ

124531

OM SRI SAI RAMA

AN OFFERING @ THE LOUTS FEET OF BHAGAVAN SRI SATHYA SAI BABA

THE INDIAN BISCUIT INDUSTRY

The Indian biscuit industry is the second largest industry in the world after U.S.A. Biscuit

industry is one of the biggest industry in India and having a turnover of RS 3000cr. The

industry is divided into two categories namely organized and unorganized sector.60% of

biscuits produced in India are from the organized sector and remaining from

unorganized sector.

60%

40%

Chart Title

organised sectorunorganised sector

Government has established The Federation of Biscuit Manufacturers of India (FBMI)

which has confirmed a bright future of India Biscuits Industry in the year 1953.

An overview:

History about Britannia industries:

Britannia biscuit company was started in 1892 in Calcutta (now Kolkata) with an

initial investment of Rs. 295. The company we all know as Britannia today. Gupta

brothers owning the Britannia biscuit company limited (BBCo) which is a tiny

company that time having a stake along with of English business man C.h.homles.

At the time Second World War there was demand for biscuits at the same the

time Britannia reached the pinnacle in sales.in 1979 the company (BBCo) changed

into Britannia industries.

SUPERB

Introduction:

Britannia industries is one of the premier leading food industry of India. According to the

FORBES, BRITANNIA INDUSTRIES is rated one of the top 200 small companies of the world.

The company has been voted one of India’s 100 most trusted companies, as listed in the

Brands Trust Report. Britannia is having a market share of 38 %. Britannia is the first

company to remove trans-fat from the biscuits. Britannia industries is mainly involved in

production of biscuits, dairy products, cakes, rusks. The Britannia industry is also known as

“THE BISCUIT KING OF INDIA”. In the recent years, Britannia is making several healthy

endeavors in the bakery industry, which are expected to not only infuse health in the

snacking and breakfast habits, but can also reshape the contours of the Indian bakery

industry in the times to come. Britannia changed the attitudes of the customer by “HEALTHY

START” Britannia industries provides the nutrition food through ready to cook which

comprise of upma, oats in masala, vegetable etc. The logo of Britannia industries plays a

vital role because it consists of “EAT HEALTHY THINK BETTER”

Now a day’s people are thinking about the obesity & they are fully health

conscious. As the products of Britannia includes nutrition, vegetables etc., promising the

new generation with good health. The Britannia industries is having the manufacturing units

in Kolkata ,Delhi ,Chennai ,Uttaranchal& company is planning to setup small manufacturing

units. Britannia products will be available in Sri Lanka & Middle East countries.

(Source: Wikipedia)

Awards won by the Britannia industries limited:

Marketing mix ofBritannia industries

Marketing mix helps the company to create demand for the product and to influence the

consumers to buy the product. These 4p’s help the organization in the launching of the product.

It is a set of gears residing of product, price, promotion, and place. Therefore marketing mix is

also known as 4p’s of marketing. These slices of bread of marketing mix helps the organization

in plane run of the product.

Products:

Product is first slice of 4p bread. Products can be divide into two types i.e., tangible &

intangible products. Britannia products are of palpable products because these can taste, smell,

touch.

There are three types of products:

i. Core product: It deals about what really wants?

ii. Actual product: It deals about brand name,features,quality,design,packing of the products.

iii. Augmented product: It deals about warranty, after-sale services etc.

PRODUCT PRICE

PLACEPROMOTION

For example: The customers want satisfy its hungry he will go and by the Britannia

product like tiger, it means the consumers satisfy his hungry it is known as core product. If the

same customer goes the store and about a particular product like 50-50, Marie gold etc. It means

the actual product. If the customer purchase the dairy product of Britannia like curd, ghee etc. the

company must be ready to take it back when it is expired which is known as augmented product.

If anyone person go and ask any consumer of Britannia products they will tell that it

is very difficult to select the products because Britannia not only manufacture the biscuit but it

also other bakery items like cakes, rusks and dairy products including milk, butter, ghee, etc.

etc. industries mainly deals with bakery products. Britannia created a brand by itself by creating

different type of products.

Popular products forming a part of marketing mix of Britannia Britannia Tiger Britannia good day Britannia nice time Britannia treat Britannia 50 50 Little hearts Bourbon Britannia Marie Britannia bread and bakery products Veg cakes Britannia dairy products like Cheese, Butter, Ghee, etc. Britannia nutri choice range of products

Dairy products:

Dairy products contribute nearly 10% of the total Britannia revenue. Britannia

industries produce Dairy products like buttermilk, cheese, milk, dhai, ghee etc. Britannia

collaborated with agricultural country i.e., New Zealand for procurement of milk for preparing

cheese, buttermilk etc.

BRITANNIA PRODUCTS

BAKERY PRODUCTS

BISCUIT

Eg:GOODDAY,MARIEGOLD,50-

50ETC.

CAKES RUSK

DARIY PRODUCTS

Eg: MILK, BUTTER, CHEESE, GHEE, DAHI,

MILK-BASED READY TO DRINK BEVERAGES &

DAIRY WHITENER

HEALTHYPRODUCTS

Eg:UPMA.OATS,PHOAS

Biscuit products:

Most of the revenue for Britannia industries will come from biscuit products. Biscuits include

tiger, good day, little hearts, Marie gold, bourbon, 50-50biscuits, milk-bikes, Treat Fruit Rollz,

etc.,. Company targeted on middleclass & lower middle class people in the society. Britannia

comes in variety of shapes and different forms. Britannia is having a very lengthy product mix of

products. Example for product mix:

biscuit

goodday

cashew&badam

cashew&butter

chocolatebadam & butter

nutrichoice

5grain

oats

ragi

sugaarout

Famous Brands from the Britannia Biscuits:

MARIE-GOLD: It is one of the oldest brands of Britannia. Marie gold is a loved brand for tea

break. These biscuits are made of wheat, minerals etc.

GOOD-DAY: Good-day is ever-green product from Britannia. Good-day crated revolution in the

cookies (small flat sweet cakes) segment. Britannia launched good-day in 1986 in two

assortments Cashew& Butter.

50-50: 50-50 Biscuit has a hatke taste and youthful appeal. Britannia introduces these biscuits

in 1993.Britannia introduced 50-50 in maska Chaska and in 2008 they introduced as in another

variant by name of sweet & salty.

MILK-BIKIS: milk-bikis biscuit come with smiley faces and are full of milk-cream that makes the

children popular. Britannia promoted these products has “eating milk”. Introduces in 1996.

TIGER: launched in 1997.Tiger biscuits are the prevalent brand in the child segment and

provides both fun and energy. In year 2012 tiger biscuit went through a formulae change in

order to include the iron, vitamin A&D, Calcium etc. Parle-G & tiger biscuits are the main

players in kids segment.

BOURBON: Bourbon journey started from 1955beacuse of the taste of the biscuit.it consists of

thick, rich and tasty Choco placed in the between two Choco biscuits, crowned with sugar

diamond

TREAT: the vital reason for making the treat biscuit for kids of all ages. Treat is the much-loved

range of cream goodies is Britannia treat .introduced in 2002.

NUTRICHOICE: These biscuits are mainly focused on the un-healthy employees, diabetes, etc.as

these biscuits are mainly focused on the health nevertheless do not compromise in taste.

BRITANNIA BREAD & RUSK: Britannia bread is available from the formation of the company.in

recent years company has introduced the whole wheat bread as a part of “eat healthy-think

better, and Britannia rusk is launched in 2005.Rusk are made of good ingredients and bake for

twice give the crispy taste to the rusk.

Healthy products:

Britannia innovatively created a healthy products for the employees who will be

hurry to their work. Britannia created an instant mix which will be easy to cook.

Britannia called these as ready-to- cook products which include vegetables,

nutrition’s etc., which can made in span of 5 minutes by mixing hot water to the

recipe. The ready-to-cook products include upma, oats, pohas etc

Price:

Price is the cost of the product that the customer pay to in terms of the monetary value.

Pricing the product plays an important role for the company to achieve major market share.

Pricing Company has to factors like fixed &variable costs, company objectives, competition, etc.

Price is one of the main factor that affect the consumer buying process. In others words price is

the amount paid by the consumer to the product. Britannia followed the pricing strategies

adopted are:

1. Competition pricing: Britannia set a price which is reasonable when compared with

competitors.

2. Product line Pricing: pricing the different products within the same product line @

different price points. The healthier the benefit and the feature given the superior

consumer will pay. This pricing discrimination helps the company in maximizing the

profits.

3. Bundle pricing: Bundles a group of products at a reduced price when providing the

family packs.

4. Value-based pricing: Value -based pricing means provide in the good quality product&

good service for the good price.

The Britannia Company mainly focus on the middle class& lower middle class families.

Britannia has worked a lot on fixing the price of its biscuits. Therefore the Britannia products

will range from RS: 5 to RS: 40 only. Thus, Britannia products are much better in quality and are

good in price as well. The pricing strategy along with distribution has been so strong, that

people buy these products even on Railway stations and while traveling, instead of buying local

snacks.

Some of the prices of the Famous Britannia products:

Product name weight price

Britannia good day

coconut butter biscuit

180gm Rs 35

Good day 90gm Rs 12

Good day Chaco-nut

cookies

90gm Rs 15

Good day 180gm Rs 23

Good day 180gm Rs 23

Marie gold 337gm Rs 25

Product name weight price

Britannia good day

coconut butter biscuit

180gm Rs 35

Good day 90gm Rs 12

Good day 180gm Rs 23

Good day 180gm Rs 23

Marie gold 337gm Rs 25

Britannia good day

coconut butter biscuit

180gm Rs 35

Good day 90gm Rs 12

Good day Chaco-nut

cookies

90gm Rs 15

Good day 180gm Rs 23

Good day 180gm Rs 23

Promotion:

Promotion is the invitation given to the general public telling that the product as

come from the company as to persuade the public to buy the product. Now-a-days company

are spending huge amounts on the promotion of the products & services. Britannia company

promote there through advertising which include print ads, broadcast etc. ,sales promotion

during festive seasons etc.,.Most of advertisement for products will happen through buzz

marketing because of the taste & quality of the biscuit. Salman khan acted as a brand

ambassador for the tiger brand. Britannia is increase its sales by providing festive offers.

Britannia create innovate offering to public which include tiger energy drink, nutrichoice etc.

Following are some of the Britannia promotional strategies:

Britannia khao world cup jao:

Britannia launched consumer promotion scheme, to make strong its association with cricket. It

is three month promotion that assure a free day trip to London for fifty lucky consumers of

Britannia products, dinner with master blaster sachin tendulkar& Along with a one day special

training from the Rahul dravid & ganguly. The offer wont stops here Britannia offers 1cr prizes

like TV, stereos, cars etc.

Britannia khao world cup jao slogan on the packing of the product. The consumers are required

to collect the 100runs on the purchase of Britannia products and redeem these for scratch-

Cards .The Company gained a 10-20percent jump in sales of its products during promotion

period.

--->Another excellent example of sport personality craze and innovation came from Britannia.

The company started offering the cricket players cards, wwe cards along with purchase of

Britannia treat biscuit packet. This innovation conversion of craze for cricket & cricketing stars

exploited with a fresh perspective.

These promotion strategies helps the Britannia to strengthening its brand association with

cricket.

Driving sales through focus on new and renovated offering:

Britannia has increased its sales by announcing variety and revamped offers to his

customers during the festive seasons. Example like introducing tiger –zon chocolate & almond

milk, treat fruit-creams, vita mariegold etc.

Television ads

Print ads

Place:

Place is where the product is available to the target consumers to buy. Britannia industries is

having a strong distribution channel in the India. We will find Britannia products in all retail outlets

whether it is big or small. We can find Britannia products in both rural & urban areas. Britannia

industries selects the distributors and sell their products to retailers who will sell to consumers.

Britannia Industries Company having different manufacturing units in India. Britannia follows the

channel of distribution wherein it appoints distributors at select locations. The selected distributors

having right to have a wholesale outlet or retail outlet. These selected distributors will have link

with company were the distributor will get the products in bulk quantities. The distributor will

break the quantity and distribute to the retail stores & dealers. The distribution in urban areas is

fantastic with Britannia being present almost everywhere. However, the rural penetration of the

company is still less because of the challenges of distribution in rural area.

Conclusion:

Britannia is sound established company in the biscuit industry. Britannia is having the

consumers are spread all over the country. If the company can enter into the chocolate industry

where there are only two competitors i.e., Cadbury & nestle. Britannia through its brand image

can give great competition to the competitors. Britannia must try to improve in scm and to have a

strong distribution in rural markets.

Reference:

www.marketing91.com/marketingmix of Britannia industries

www.mbaskool.com

www.britanniaindustriesofficalwebsite.co.in

www.indianmirror.com/indian-industries/biscuit.html

www.wikipedia.com

BRITANNIA

NORTH

SOUTH DISTRIBUTOR WHOLESELLER RETAILER CONSUMER

EAST

WEST