Professional Documents
Culture Documents
On
BRITANNIA BISCUITS-A
MARKETING STRATEGY
SUBMITTED IN PARTIAL FULFILLMENT FOR
THE AWARD OF
DEGREE OF BACHELOR IN BUSINESS
ADMINISTRATION
Indraprastha University, Delhi PSP Area, Plot No. 1, Sector 22, Rohini
Delhi 11008
STUDENT DECLARATION
PUNEET GERA
BBA 2nd SEM
05461101712
Page ii
CERTIFICATE
This is to certify that the project titled BRITANNIA BISCUITSMARKETING STRATEGY is an academic work done by
Puneet Gera submitted in the partial fulfillment of the requirement
for the award of the degree of Bachelor Of Business Administration
from Maharaja Agrasen Institute of Management Studies, Delhi,
under my guidance & direction. To the best of my knowledge and
belief the data & information presented by him/her in the project has
not been submitted earlier.
Page iii
Acknowledgement
Page iv
EXECUTIVE SUMMARY
This can be done by setting values club for retailers so that they may
exchange views with the company and help in understanding
consumer behavior.
TABLE OF CONTENTS
CHAPTER-1 INTRODUCTION
1.2 Overview of industry as a whole
1
1.2 Profile of the organization
2-25
1.3 Competition information
26-27
1.4 SWOT analysis of the organization
28
OBJECTIVE
31
2.2
Page vi
2.3
METHODOLOGY
32-34
2.4
LIMITATIONS
35
Page vii
CHAPTER 1
INTRODUCTION
Britannia Industries Ltd. was started way back in 1892 with an investment of Rs. 295.
Initially, biscuits were manufactured in a small house in central Kolkata. Later, the
business was acquired by the Gupta brothers and operated under the name of V.S.
Brothers. In 1918, C H Holmes, an English businessman in Kolkata was taken as a
partner and The Britannia Biscuit Company Limited (BBCo) was launched. The
Mumbai factory was setup in 1924 and Peak Freans, UK acquired a controlling
interest in BBCo. Biscuits were in big demand during World War II, which gave a
fillip to the companys sales. The company name was changed to the current Britannia
Industries Limited in 1979. In 1982 Nabisco Brands Inc., USA became a major
foreign shareholder.
Kerala businessman K. Rajan Pillai secured control of the group in the late 1980s,
becoming known in India as the 'Biscuit King'. In 1993, the Wadia Group acquired a
stake in ABIL, UK and became an equal partner with Groupe Danone in Britannia
Industries Limited.
In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think
Better" - and made its first foray into the dairy products market. In 1999, the
"Britannia Khao, World Cup Jao" promotion further One of Indias best known
brands and also one of the most admired Food Brands in the country.
Britannia Industries (BIL), is one of the leading producer of biscuits and other bakery
products. BIL, has a major advantage of the interest taken by the French collaborator Groupe Danone which is one of the leading players in bakery products business and is
holding 22% stake. Other partner is Nulsi Wadia group which is one of the leading
industrial houses in the country.
Britannia Industries Limited is an Indian company based in Kolkata that is famous for
its Britannia and Tiger brands of biscuit, which are highly recognized throughout the
country.
The company has an extensive portfolio of top selling food brands. Britannia
produces and distributes premium brands such as 50:50, Good Day, Little Hearts,
Milk Bikis, MarieGold, Maska Chaska, NutriChoice, Pure Magic, Treat, and Tiger. A
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strong brand portfolio facilitates customer recall and enhances Britannias market
penetration capabilities.
It mainly caters to the premium segment. With the launch of Tiger brand, it has taken
a plunge in the low-end category, taking competition head on with Parle which is the
leader in this segment. The company has also diversified within dairy and bakery
products to enter the butter, cheese and ghee markets. The company added two new
products -- Sweet Lassi and Milkman Cold Coffee -- to its existing dairy-based drinks
portfolio which includes the `ZipSip' brand of flavored milk.
They are the only Indian biscuit company with a presence across all segments, from
Glucose, Salted, Arrowroot and Premium Cream Biscuits. Biscuits contribute 84% of
Britannia's total turnover. Other products include bread (6 per cent) and cakes (2 per
cent). Britannia diversified into dairy products in 1997 with processed cheese and
dairy whitener. The portfolio was expanded with the launch of butter, pure, flavoured
milk in tetrapacks and UHT milk. Dairy products account for 8 per cent of the
companys total turnover. Over the years, Britannia has trimmed down its wide
product portfolio and focussed on value-added instead of low-margin products. The
company divested a range of unrelated business interests in soyabean extraction,
edible oils, export of cashewnuts and shrimp, granites and software. The company
rationalized its products portfolio by reducing the products from 35 to around 25.
Britannia has share of 20 per cent in the biscuit market. In the organized biscuit
market, the market share is higher at 40 per cent. The company claims a share of 33
per cent of the organised cheese market and 15 per cent of the milk powder.
The Britannia's fame is largely acknowledged through the colourful Britannia logos
that Indian cricketers such as Virender Sehwag and Rahul Dravid wear on their bats.
BRITANNIA IN OVERSEAS
Britannia in the Middle-East
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In March 2007, Britannia Industries Limited formed a Joint Venture with the Khimji
Ramdas Group, one of the largest and the most respected business conglomerates in
the Middle East. Britannia and its Associates have acquired a significant stake in
Dubai based Strategic Food International Co. LLC and Oman based Al Sallan Food
Industries Co SAOG. The two companies are key regional players in the biscuits,
wafers and cookies segment in the GCC markets and export their products across the
world.
Strategic Food International Co. LLC (SFIC) is one of the largest biscuit and wafer
manufacturing companies in the Middle East. An ISO and HACCP certified company;
SFIC is also a proud winner of the Dubai Quality Appreciation Certificate. It offers a
wide spectrum of products under the brand Nutro, which is a leading biscuit brand in
the Middle East.
Al Sallan Food Industries Co is one of the foremost companies for the production of
cookies, rolls and chocolates. The products are well known under the brand name of
Baker's Pride.
Britannia in Sri Lanka
29th August 2008 goes down in the history of our company as the day, when
Britannia started manufacturing and marketing its products in Sri Lanka. Apart from
tapping new markets and going international, our company will afford many more
families and individuals a chance to enjoy healthy, nutritious and delightful products.
Even as we navigate foreign territories, we affirm our purpose, values, vision and
goals in Sri Lanka- to help people enjoy life, through healthy snacking, and make this
accessible to all people anywhere, everyday
Products manufactured in Sri Lanka include the most popular Milk Bikis, Milk Cream
Smileys, Vita Marie Gold, Creams and Cookies.
HISTORY OF BRITANNIA
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1892
The Genesis - Britannia established with an investment of Rs. 295 in Kolkata
1910
Advent of electricity sees operations mechanized
1921
Imported machinery introduced; Britannia becomes the first company East of
1939 - 44
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
1989
The Executive Office relocated to Bangalore
1992
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1993
Wadia Group acquires stake in ABIL, UK and becomes an equal partner with
1994
Volumes cross 1,00,000 tons of biscuits
1997
Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new
1999
"Britannia Khao World Cup Jao" - a major success! Profit up by 37%
2000
Forbes Global Ranking - Britannia among Top 300 small companies
2001
2002
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BIL launches joint venture with Fonterra, the world's second largest dairy
company
o
Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes
Global
Pure Magic -Winner of the WordStar, Asia star and India star award for
packaging
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2003
Britannia Khao World Cup Jao rocks the consumer lives yet again
2004
2005
Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!
The launch of yet another exciting snacking option - Britannia 50-50 Pepper
Chakkar
2007
Britannia industries formed a joint venture with the Khimji Ramdas Group and
2008
Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic
Cookies', Low Fat Dahi and renovated 'MarieGold'.
Founders
Dr. N Balasubramanian
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Dr K.B Chandrashekhar
Mr. Arjun Malhotra
Prof. Jagdish Sheth
Dr. Sridhar Mitta
BOARD OF DIRECTORS
Name
Mr. Nusli
Designation
Neville
Wadia
Ms. Vinita Bali
Chairman
Managing Director
Mr. A.K.Hirjee
Director
Director
Director
Director
Director
Kampani
Mr. Pratap Khanna
Mr. S.S.Kelkar
Director
Director
Director
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PRODUCT LINE
TREAT
As a move to consolidate all the individual Cream Treat offerings under a single
umbrella, Britannia launched Treat in 2002. Treat has a range of tasty delights for all
kids with yummy creamy treasures within the biscuit shells. The kids have always
relished unraveling the irresistibly delicious creams hidden inside the biscuit Britannia
Treat offers a wide variety of flavors, such as the Elaichi, the Fruit Flavored Creams
such as Orange, Pineapple, Mango, and Strawberry, the Jam Filled Centers under the
Jim Jam range, and the Duet Range (biscuits with two flavors of cream between three
layers of biscuit) comprising Strawberry Vanilla and Duet Strawberry Chocolate.
Britannia Treat has now launched yet another mouth watering delight under its
umbrella. The delicious Fruit Rollz take the Treat brand beyond the cream biscuits
and provides yet another lip smacking delight to its consumers!
Fruit Rollz are soft rolls filled with the goodness of real fruits, and provide a healthy
yet scrumptious treat to our 'loveable devils' Treat also
introduced
its
naughty
and
adorable
brand
mascot
is mischief!
FUNTOOSH is the guy who will pull off any trick to make
sure he gets to eat his Britannia Treat!
For all you kids, who have relished the yummy treasures of
Britannia Treat in exciting flavors, look out for yet another reason to celebrate!
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Britannia Treat launches a new and exciting combination of chocolate and caramel in
a single bar - TREAT CHOCO GELO. This unique and never before product is
guaranteed to double the masti and double the fun that you have with Treat.
Treat Choco Gelo has been launched nationally in August, 2007 and is available at an
attractive price of just Rs.5/So go ahead, open this delicious pack, indulge yourself with Treat Choco Gelo and
enjoy Yummy Chocolate and Gooey Caramel for "Double Masti ka Double Dose"
TIGER
Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very
first year of its launch and continues to be so till today. Tiger has grown from strength
to strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has
further helped bolster its growth in the highly competitive glucose biscuit category.
Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk.
It is for modern mothers who play an enabling role for their children to compete in
today's world and thus want the best. Now Tiger Glucose has been fortified with "Iron
Zor" with an attempt towards addressing the Iron Deficiency crisis the children of
India face.
Over the years, Tiger has become the mass-market face of Britannia symbolizing fun
and energy in both urban and rural India, and transcending glucose biscuits.
Tiger Coconut: Delicious Coconut Flavored Energy Biscuits, launched in 2001
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Tiger Creams: Was introduced in 2002 at just Rs 5 per pack. Tiger Cream is now
available in Orange, Elaichi, Chocolate, Pineapple, Strawberry and Butterscotch
flavors, and promises to bring more fun and more energy to children across the
country.
Chota Tiger: Is an extension of brand Tiger launched nationally in May, 2007. It is
mini sized poppable glucose biscuit with colored sugar sprinkling. It comes in two
variants: Milk Sparkies and Choco Sparkies
Tiger Banana: Britannia is committed to help secure every
child's right to Growth & Development through good food
every day. Purposefully taking forward the credo of 'Eat
Healthy, Think Better ', we have launched a new variant under
our power brand TIGER - TIGER BANANA - power packed
with IRON ZOR & and with the delightful taste of banana.
IRON ZOR helps make mind sharper and body stronger. An Rs.4 pack has as much
IRON ZOR as that in 1 kg of Banana.
R&D in Britannia has spent considerable time to develop this nutritious and delightful
snack for children.
Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is
accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and Rs.10.
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GOOD DAY
Britannia 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 Coconut in 2004.
This rich biscuit 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 amongst the fastest growing brands in Britannia's portfolio and is today the
market leader with almost 2/3 share of the market. The brand is synonymous with
everyday treats that infuse happiness into people's daily lives.
After two decades of magnificent success; it was time to give the nation yet another
reason to have a good day. Abundance, goodness, indulgence and now unrestrained
joy - that is the message of this new campaign.
The new TT ad is the uncontrollable expression of the ticket collector's happiness and
joy that is stimulated by consumption of the cookie that spreads cheer amongst the
people around him creating an atmosphere of shared joy that's unorchestrated and
straight from the heart. The celebration was taken to the IPL as Good day cheered
along with a million cricket fans in the stadiums, each screaming and proclaiming
"Ho Gaya re Good Day". The dazzling brilliance of this Endeavour, the contagious
rhythm needs to be lived and spread through the nation, making 'Iska toh ho Gaya
Re Good Day' a part of the common lingo and a way of life.
Good Day truly believes laughter and happiness are infectious, it transcends race,
caste creed unifying humanity in an inclusive emotion.
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The brand perseveres to infuse cheer, hearten the nation and enliven lives. With its
rightful place on the front page of The Times of India, Good Day gifts the nation a
priceless treasure, that of spreading JOY!
BOURBON
Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits,
topped with sugar crystals - presenting, the original Bourbon, from the house of
Britannia.
India's first and favorite Bourbon's sweet adventure began in 1955. Since then,
Bourbon lovers across the country have been caught opening this chocolate couplet,
licking the cream, and nibbling at the melt-in-your-mouth biscuit, bit by bit. Some
have been witnessed chomping it whole, at one go. Some have been noted to alternate
it with sips of coffee; others team it with lots of gossip and gupshup, while a few have
been
observed
enjoying
it
with
book.
will
surely
win
you
few
brownie
points!
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50 -50
With a brand name like 50-50, can the product be anything but fun? Launched in
1993, 50-50 belongs to the family of crackers and is considered the "very very tasty
tasty" snack.
Britannia 50-50 is the leader in its category with more than one-third of market share.
The versatile and youthful brand constantly aims to provide a novel and exciting taste
experience to the consumer. As a result, in 2001, the delicious Maska Chaska was
launched as a variant of the original brand and became an instant success.
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MARIE GOLD
Britannia's oldest brand enjoys a heritage that spans the last 50 years - and going
strong. In a market swamped with me-too products and where even the name 'Marie'
has become generic, Britannia Marie Gold has maintained its stronghold. 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.
MILK BIKIS
Kids may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has
been trusted by mothers as a source of growth energy of milk and their loyalty to the
brand has made it an integral part of their children's nutrition
regimen.
In 1996, Milk Bikis launched a variant called Milk Cream. These
round biscuits come with smiley faces and are full of milk cream that
makes them very popular with children. Milk Cream also promoted
the idea of 'eating milk' in a yummy way, which makes mothers happy as well.
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To keep pace with the demands of the new generation and to bring milk nutrition to
the masses in a delightful form, Milk Bikis, went one step further in the last quarter of
2006 in providing not just energy but developmental fuel for children. With a unique
and attractive honeycomb design and an enhanced product experience, the new biscuit
is now fortified with SMART NUTRIENTS 4 vital vitamins, iron and iodine,
proven to aid mental and physical development in growing kids.
NUTRICHOICE
Extremely popular in East India for over 4 decades (where it is affectionately referred
to as Britannia Theen), this brand contains the benefits of arrowroot known to aid
digestion and remove harmful toxins from the body. Prior to 1998 it was being
marketed as Britannia Jacob's Thin.
NutriChoice Cream Cracker - As nature would have wanted it to be
Ask any biscuit manufacturer and they will tell you how difficult it is to make this
biscuit, especially with next to nothing sugar, with NO added colors and flavorings
for taste. It is this neutral taste that makes it an ideal choice to be consumed with hot
beverages, dips, chutneys, and accompaniments.
NutriChoice Digestive - Delightfully tasty and wholesome
Made with 50% whole-wheat and packed with added fiber (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 pack.
In 2007, NutriChoice SugarOut was launched. NutriChoice
SugarOut is the most novel product range to have been
introduced in the market. The product is not just sweet but tastes great, and yet
contains no added sugar. It 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 Lifetime, Chocolate Cream,
and Orange Cream, targeted towards all health sensitive people. It is also relevant
for consumers with sugar- related ailments.
We are confident that you will be pleasantly surprised with the great tasting and
healthy range of NutriChoice. Try one and you'll know that you've made one smart
choice.
NutriChoice 5 Grain
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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 missing that extra hour of
sleep over early morning exercise, or eating unappetizing foods over that extra oildripping 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 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 promotes heart
health, Ragi a good source of both Calcium as well as Fiber, 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 Classic Lite Cracker - NutriChoice Crackers have for long been the
healthy choice of the discerning consumer. The popular NutriChoice Cream Cracker
has been improved to make it crispier and tastier and been rechristened as Nutrichoice
Classic Lite Cracker.
NutriChoice Nature Spice Cracker - Now there is more choice for the discerning
cracker consumer. NutriChoice Nature Spice Crackers are delicately sprinkled with
the goodness of Ajwain and Jeera. Ajwain s benefit with good digestion is legendary,
while each one of us relishes the taste of Jeera. In addition 0% Sugar is added to these
biscuits which deliver the health promise that Nutrichoice is known for.
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Before Time pass, Britannia's offering in the salted cracker category was Snacks.
Launched in 1999, Snacks was promoted as a tastier base for toppings through edgy
advertising.
Then in late 2000, supported by aggressive advertising that featured the brand as a
perfect partner for time pass moments, Britannia Time pass was launched.
The brand quickly became a leader in Britannia's portfolio and, consequently, Snacks
was revamped as a lighter product and renamed Britannia Time pass Classic Salted.
To further the franchise of the Time pass brand, a variant 'Nimkee' was introduced in
the Eastern market in April 2003, and then taken nationwide after a favorable
response. Judging by its history, the resounding success of Britannia Time pass will
continue to grow.
LITTLE HEARTS
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Little Hearts was launched in 1993 and targeted the growing youth
segment. A completely unique product, it was the first time biscuits were
retailed in pouch packs like potato wafers. The launch message introduced
a special taste experience that made the unlikeliest characters - like
Dracula and Frankenstein - melt. In 1997, the 'Direct Dil Se' campaign
encouraged youngsters to openly express their feelings. And in 2003, two
variants called Little Hearts Chocolate and Little Hearts Sesame were
rolled out with a campaign "Dil sabka actually sweet hai". With Little
Hearts, Britannia has tasted the sweet taste of success.
NICE TIME
Britannia Nice Time was the pioneer of sugar sprinkled biscuits in India.
This unique product managed to create such a strong consumer pull that
soon there was a rush of pretender products in the market, clearly
indicative of the success of the concept. Today, Nice Time has a fan base
spread across India, and, particularly, East India, where its consumers
have grown up with the brand. Especially popular amongst children,
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Britannia Nice Time has managed to create a loyal franchise for itself and
is a strong brand loved by people of all ages.
DAIRY FRESH
Till 1958, there were no breads in the organized sector and bread
consumption was a habit typified by the British. Then, a mechanized bread
unit was set up in Delhi with the name "Delbis" which produced sliced
bread and packed it under the Britannia name. Thus, Britannia was not
only the pioneer, but also inculcated in the people of Delhi the habit of
eating white sliced bread.
The Mumbai unit came up in 1963, and there again Britannia was the first
branded bread in the city. From a company offering 2 packs - the 400gm
and the 800gm plain white sliced bread - Britannia has evolved into a
company offering 22 packs, catering to a variety of taste and price
segments in the bread consuming market. The last couple of years also
saw the introduction of Whole Wheat Bread as a part of "Eat Healthy,
Think Better" credo.
Cakes
Britannia entered the cake market in the year 1963 and is the top player
in the market. Britannia Cakes range is divinely scrumptious and has both
Bar 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
wholesome
are
packed
with
healthy
ingredients
&
making
them
delightful.
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them
into
delightful
memories.
We
have
judiciously
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Rusk
Milk Rusk (round) 70/- (available in 200gms, 400gms)
Milk Rusk (oval) 70/- (available in 200gms, 400gms)
Saunf Rusk70/- (available in 200gms, 400gms)
Jeera Rusk70/- (available in 200gms, 400gms)
Cardamom Rusk75/- (available in 200gms, 400gms)
Cookies
Flower Biscuits 70/- (available in 250gms, 400gms)
Coconut Biscuits 75/-(available in 250gms, 400gms)
Jam Centre 75/-(available in 250gms, 400gms)
Custard 75/-(available in 250gms, 400gms)
Chocolate Marble 75/-(available in 250gms, 400gms)
Orange 75/-(available in 250gms, 400gms)
Coconut Macroon 95/-(available in 200gms, 350gms)
Chocolate Walnut 120/-(available in 250gms, 400gms)
Pure Chocolate Cashew 120/-(available in 250gms, 400gms)
Butter Pista 130/-(available in 250gms, 400gms)
Almond Cookies 130/-(available in 250gms, 400gms)
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34.8%
PARLE-G
31.9%
ITC
8.6%
SURYA FOODS
8%
ANMOL BAKERS
4.2%
OTHERS
15.6%
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PARLE
Parle Products has been India's largest manufacturer of biscuits and confectionery for
almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of
other very popular brands, the Parle name symbolizes quality, nutrition and great
taste. With a reach spanning even to the remotest villages of India, the company has
definitely
come
very
long
way
since
its
inception.
Many of the Parle products - biscuits or confectioneries, are market leaders in their
category and have won acclaim at the Monde Selection, since 1971. With a 32% share
of the total biscuit market and a 15% share of the total confectionary market in India,
Parle has grown to become a multi-million dollar company. While to the consumers
it's a beacon of faith and trust, competitors look upon Parle as an example of
marketing brilliance.
ITC
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brand
happiness,
essence, "Spread
contentment,satisfaction
the
Smile" connotes
and
pleasure.
The
Strength
Fulfill
Weakness
one
of
Requirement
our
among
Basic
Air
Industry
Widely
accepted
in
all
Generations
and
technology
requires
high investment
forms
Provide
good
Instant
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Opportunities
Threats
Page 28
Generate
Increase in pollution
employment
CHAPTER 2
RESEARCH
METHODOLOGY
2.1 OBJECTIVES
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Brand Image.
l
The scope of the project is to analyze the marketing strategies of Britannia and to
understand the market share and growth of coca cola company in India and also in
other countries. We can understand the competitors as well as about the product
offered by Britannia. The strengths and weaknesses of Britannia company is displayed
in this project.
Britannias mission and values which it wants to achieve in the coming years can be
easily analyzed through this project. This Project also focuses on the objectives such
as marketing mix and positioning of the products of the company
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2.3 METHODOLOGY
Research methodology is considered as the nerve of the project. Without a
proper well-organized research plan, it is impossible to complete the project
and reach to any conclusion. The project was based on the survey plan. The
main objective of survey was to collect appropriate data, which work as a
base for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the
research problem. Research methodology not only talks of the methods but
also logic behind the methods used in the context of a research study and it
explains why a particular method has been used in the preference of the
other methods
Research design:
Research design is important primarily because of the increased complexity in
the market as well as marketing approaches available to the researchers. In
fact, it is the key to the evolution of successful marketing strategies and
programmers. It is an important tool to study buyers behavior, consumption
pattern, brand loyalty, and focus market changes. A research design specifies
the methods and procedures for conducting a particular study. According to
Kerlinger, Research Design is a plan, conceptual structure, and strategy of
investigation conceived as to obtain answers to research questions and to
control variance.
Secondary Data
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1.4 LIMITATIONS
The secondary data collected might consist of manipulations, which might have given
bias in the result.
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CHAPTER 3
CONCEPTUAL
DISCUSSION
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Market segment consists of a large identifiable group within a market with similar wants,
purchasing power geographical location, buying attitudes or buying habits. It is an
approach midway between mass marketing and individual marketing. Through this the
choice of distribution channels and communication channels become much easier. The
researchers try to form segments by looking at consumer characteristics; geographic,
demographic, and psychographic. After segmenting the market then target market
selected.
2. Positioning: - The positioning is a creative exercise down with an existing product.
The well known products generally hold a distinctive position in consumer's minds. The
positioning requires that every tangible aspect of product, price, place and promotion
must support the chosen positioning strategy. Company should develop a unique selling
proposition (USP) for each brand and stick to it, PPL consistently promotes its DAP
fertilizer by Higher yield at lower cost. As companies increase the number of claims for
their brand, they risk disbelief and a loss of clear positioning. In general a company must
avoid four major positioning errors. Those are under positioning over positioning,
confused positioning and doubtful positioning.
3. Product: - A product is any offering that can satisfy a need or want. The major types of
basic offerings are goods, services, experiences, events, places, properties, organizations,
information and ideas. The company gives more importance in quality, packaging,
services etc. to satisfy the customers. The product has its life cycle. The product strategies
are modified in different stages of product life cycle.
4. Price: - It is the most important aspect in company's point of view. Price of the product
will be decided by the company according to the competitor's price.
5. Place: - This plays a major role in the entire marketing system. The company
emphasizes on its distribution network. Proper distribution network gives proper
availability of the product.
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Getting the right product to the right place at the right time involves the distribution
system. Distribution is the process of moving goods and services to the places where they
are wanted.
Channel Levels: The channel of distribution used by Britannia is:
Intensive Distribution: As biscuits need to reach the consumer at their nearest locations
this type of distribution channel is used. This type of distribution helps when for products
that are categorized by low involvement of the customer and where customer looks for
location convenience.
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Advertising:
Britannia works in close partnership to promote its biscuits with retailers. Promotion costs
are shared with retailers. The more retailers sell - the more Britannia is able to help them.
Britannia launches products that offer the company good returns, supporting these
through brand building and leveraging on its nationwide supply chain. Brand building is
an integral part of Britannias marketing philosophy with continued promotions for its
various brands creating loyal customers in the process.
Good 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. Also with traditional notions of health changing, rich foods
are not necessarily looked at as being unhealthy. "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,
energize body and mind) campaign."
Sales promotion:
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.
Lagaan - 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. What a novel way to promote a product - a perception in
correct proportion indeed!!
Now, recently promotional strategies are "Jodi Banao" Offer & winning ideas of the
Monmatano Britannia pran bhorano sharodiya contest like create a special flower
arrangement for dashmi. Get all the women in your street together and make a huge,
elaborate face of durga with flowers.
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7. Research and Development: - after testing, the new product manager must develop a
preliminary marketing strategy plan for introducing the new product in to the market. The
plan consists of three parts. The first part describes the target market's size, structure and
behavior. The second part outlines the planned price, distribution strategy and marketing
budget for the first year. The third part of the development describes the long run sales
and profit goals and marketing mix strategy over time.
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MARKETING MIX
Product
Price
Promotion
Place
Product
List price
Sales
Channels
variety
promotion
Quality
Discounts
Advertising
Coverage
Design
Allowances
Sales forces
Assortments
Features
Payment
Public relation
Locations
Inventory
period
Brand
Credit
Direct
name
terms
marketing
Packaging
Transport
Sizes
Services
Warranties
Returns
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CHAPTER 4
DATA ANALYSIS
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Interpretation: The above pie chart depicts that the main consumers are aged between 030 years.
OCCUPATION
40
35
30
25
20
PROFESSION
15
10
5
0
STUDENT
SERVICE
BUSINESS
HOMEMAKER
Interpretation: The above bar graph shows that students are the main customers of the
company.
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Interpretation: The above information shows that Britannias products are used by
customers on a regular basis.
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Interpretation: The biscuits are the main products used by the customers among all the
products offered by Britannia.
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Interpretation: The main mode of advertisement is T.V. Majority of the respondents get
to know about the products through television.
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Interpretation: Majority of the respondents feel that the products are fairly priced.
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Interpretation: The respondents were satisfied with the range of products offered by
Britannia.
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IMPORTANCEOFPACKAGING
80
70
60
50
40
IMPORTANCE OF PACKAGING
30
20
10
0
YES
NO
Interpretation: The above information makes it clear that packaging place a very
important role in the buying behavior.
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CRITERIAWHILE BUYINGBRITTANIA
PRODUCTS
BRAND NAME
TATSE & QUALITY
PRODUCTS OFFERED
PRICE
OTHER
Interpretation: The above pie chart shows that the respondents chose Britannia for its
taste and quality.
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Interpretation: Majority of the consumers buy the products from organized retail stores.
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Interpretation: The above information shows that discounts play an important role in the
buying decision.
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CHAPTER 5
CONCLUSION
AND
SUGGESTIONS
CONCLUSIONS
1. The main consumers of Britannias products are between the age group of 0-30 years
2. Students are the main customers of Britannia
3. Britannia is the most popular brand among its competitors followed by Parle
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SUGGESTIONS
Major sales of Britannia are due to its biscuits so it should focus on creating a good
market share for its other products as well.
Britannia should try and make certain products which attract the middle age groups as
well.
Consumers are diet conscious in India so Britannia should introduce more sugar free
products to attract consumers.
Marketing team should try to increase the availability of Britannia in rural areas.
Since customers expectations of this brand is high, company should take feedbacks from
the customers. It will increase the loyalty of customers towards this brand.
Company representatives should visit the retailers and should make a long term
relationship with the retailer so that they can push the product.
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BIBLIOGRAPHY
REFERENCE BOOKS:-
House
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WEB:
http://www.britannia.co.in/companyoverview_overview.htm
http://www.britannia.co.in/investerzone_bonus_financial.htm
http://www.britannia.co.in/overseas.htm
http://www.britannia.co.in/overview.htm
ANNEXTURE
QUESTIONNAIRE
c. 30-50 YRS
c. BUSINESS
d. 50 YRS+
d. HOUSEMAKER
: Puneet Gera
Class
Roll No.
: 05461101712
S.
No.
Dat
e
Tim
e
Progre
ss
Report
Signatu
re
of
the
student
Signatur
e
of
Supervis
or
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2
3
4
5
6
7
8
9
10
*Minimum (8 out of 10) 80% attendance compulsory.
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