BritanniaBy :Kirti JaiswalRoll no- 23National Post Graduate College(Lucknow University.)

Britannias Profile

1892 in Calcutta (now Kolkata) with an initial investment of Rs. 295. 1979 Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market.

Today largest Biscuits Bakery company-sales turnover of Rs 8478 million.

Indian biscuit market-61%

Market leadership in an organized sector-48%

introductionIt brought the health dimension to an industry that was traditionally driven by taste alone. This is reflected in Britannias brand slogan, introduced in 1997 that exhorted consumers to Eat Healthy, Think Better. This was quickly embraced by the entire industry to come up with similar promotional campaigns showing biscuits to be an epitome of a healthy, happy diet.

COMPETITORSGenerally all organizations have competitors in the market. A particular organization always comprises with other same business and according to market share we clarify the brand of product is giving more challenge to my product.it was found that main competitor of BRITANNIA is PRIYAGOLD biscuits. BRITANNIA WORKS as the market leader.In my provided area the share of the market is as follows.BRITANNIA 48%PRIYAGOLD 20%PARLE-G 16%PURE FOOD 8%OTHERS 8% When we compared with other businesses then we follow the quality, price , distribution system, promotional strategy etc. of the competitors Britannia in is doing well.

Financial AnalysisThe Company witnessed all round growth in key categories with Biscuits recording sales of Rs. 23,299 Mn. Bread, Cake and Rusk business crossed the Rs. 2,700 Mn mark during 2007-08. This business has doubled in two years with 20% excess growth in Good Day and Tiger

Market segmentation and selecting target marketThe starting point of any segmentation discussion is mass marketing. In mass marketing, The seller engaged in the mass production, mass distribution and mass promotion of one product for all buyers. Market segment consists of a large identifiable group within a market with similar wants, purchasing power geographical location, buying attitudes or buying habita. It is an approach midway between mass marketing and individual marketing.We have try to form segments by looking at consumer characteristics; geographic, demographic, and psychographic. After segmenting the market then target market selected.

MARKETING STRATEGYThe market process is applicable to more than goods and services. Anything related to market including ideas, events, policies, prices and personalities comes under market strategy. However it is important to emphasize opportunity in the market through market strategy.Following strategies adopted by the organization.

A strong quality of the product and customer satisfaction.

A growing relationship with customer and customer retention.

Focus on competitors activity.

A growing emphasis on global thinking and local marketing planning.

Promotional Strategy.

7 Ps OF BRITANNIA INDUSTRIES LTD.:

ProductsBakery Products90% of business revenues (biscuits, bread, cake)Dairy products10% of Britannia annual turnover Rs 13.38bn Product Range Includes : Britannia 50-50 Britannia Good Day Britannia Bournbon Britannia TigerBritannia Marie Gold Britannia Treat Britannia Milk Bikis Britannia Nutri ChoiceBritannia Time PassBritannia Little Hearts Britannia Nice Time Britannia Cakes Highlighted products are the power brands contribute 80% of total sales. Tiger, Good Day, Marie are worth Rs 300 crore, Milk Bikis and 50-50 worth Rs 200 crore whereas Treat is worth Rs 100 crore

Became the largest brand in Britannia's portfolio in the very first year of its launch and continues to be so till today.

Volume and value with sales of Rs 100 crore in the first year of launch(1997)

Today Tiger is the healthiest brand in Britannias business portfolio bringing in annual sales of about Rs 400 crore within five years.

Tiger has 28% shares in market except the Glucose Market segment why?

PricingMarket- Penetration pricing for the product like Tiger.(50% sales from rural market)

Product-Quality leadership for the products like Good Day (2/3 share of market) and Tiger ( crossed Rs 1 billion sales)

Special Event Pricing in festival seasons (Cookie hampers include flavors such as cranberry, butter scotch, honey raisin, treat and jam. Price started Rs. 50/- to 350/-.)

Indirect price hike reduced 100gm packet to 90gm- maintaining the same price (customer didnt felt price hike)

PromotionADVERTISEMENT- television, newspaper, magazines, radio, hoardings.

SALES PROMOTION small pack of 50-50 with good day, free gift pack in festive season, rural marketing fair etc.

EVENTS - britannia khao world cup jao in 1999,(37% profit in 2003)

- the lagaan cricket in 2003(Rs 10-15 crore > 20% growth in tiger biscuits) - advertisement through the bats of cricket player in 2003.

OCCASIONS - Britannias SHUBH KAAMNAYEIN for special festivals like Diwali, Holi, Raksha-badhan, etc. (Rs 220 per pack)

place2 million outlets

100 stock-keeping units, 3,000 employees, over 1,500 authorized whole sellers, 53 depots and 46 factories.

Acquiring the 49% stake of joint venture partner Fonterra in the dairy business.

Through a joint venture with the Khimji Ramdas - acquired 70% beneficial state in Dubai based.

people 3,000 employees, over 1,500 authorized whole sellers. There are very efficeint and trained people working for this co. also the R& D work is done by scientists.

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, 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.

process Manufacture east ,west south , nrth zoneDistributorsWhole sellersRetailersconsumer

RecommendationMarketer 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, 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.

REFRENCES:WWW.BRITANNAICO.INWWW.SEARCHINDIADAT.COMECONOMICTIMES ARTICLE DATED 23/5/10

Thank You.

*******************