Britannia Good Day Brand Key

"Eat Healthy, Think Better"
Introduction on Biscuit Industry

Biscuits market in India : Rs 9,000-crore (Rs 90-
billion)
India is known to be the second largest

manufacturer of biscuits, the first being USA
Bread and biscuits are the major part of the bakery

industry and covers around 80 percent of the total
bakery products in India
Annual growth rate of biscuits
industry
2003-04 15
2004-05 14
2005-06 14
2006-07 13
2007-08 15
2008-09 17
Yr. 2008….exemption from Central Excise Duty…

Annual production Biscuits Industry
18 17.14
16.14
16
14.29
14
12.54
12 11
10
8 Lakh MT
0
2003-04 2004-05 2005-06 2006-07 2007-08
Biscuit Industry
profile
Organised : Unorganised :: 40 : 60
Introduction on Biscuit
Industry
• Rural-urban penetration of Biscuit :
•Urban Market : 75% to 85%

•Rural Market : 50% to 65%
• Per capita consumption of Biscuits :
•INDIA 1.8
kg,
•South East Asian Countries 2.5 kg
to 5.5 kg
•USA 7.5
kg
HIKE IN PRICES OF RAW
MATERIALS
S.NO Raw Martial Jan 08 May 08
1 Maida 12.23 12.00

2 Sugar 15.09 16.00
3 Parmoline Oil 52.99 57.00

4 S.M.P 122.00 127.00
5 Butter 118.94 130.00
6 Laminate 200.00 230.00
7 F.O 26.63 35.00
8 HM Bag 91.92 105.00
9 Carbon Box Per Kg 25.00 28.00
Categories of Biscuits
 Glucose
 Marie
 Sweet
 Crackers
 Cream
 Milk
Popular Brands of Biscuits in the
country
 Britannia,  Veeramani,
 Parle,  Bonn,
 Priyagold,  Bhagwati,
 Anmol,  Raja,
 Sunfeast,  Champion,
 Biskfarm,  Sobisco,
 Dukes,  Madhabi,
 Cremica,  Nezone,
 Priya,  Windsor,
 Nalanda  Ankit,
 Cookieman  Shangrila
Biscuit Industry major players
Brand Key
for
Introduction
 Britannia is one of India's biggest brands and the pre-eminent
food brand of the country.
 In 1997, the company unveiled its new corporate identity - "Eat

Healthy, Think Better
 In 1999, the "Britannia Khao, World Cup Jao" promotion further

fortified the affinity consumers had with 'Brand Britannia'
 The Lagaan Match was voted India's most successful

promotional activity of the year 2001 while the delicious
Britannia 50-50 Maska-Chaska became India's most successful
product launch
Products
Britannia Good Day
Britannia Good Day was launched in 1986 in
two delectable avatars - GOOD DAY CASHEW
and BUTTER
New variants were introduced - Good Day
Pista Badam in 1989, Good Day Chocó chips in
2000 and Good Day Coconut in 2004
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
Product
Good Day Jumbo
Good Day Cashew, Badam and Pista
Choco Chop and Choco Nut

Price
Pricing strategies :-
Competition pricing
Bundle Pricing
Value Pricing

Price points of Good Day
Biscuits
 GOODDAY CHOCO CHIPS 72 x 75 Gm. (Rs 15.)
 GOODDAY CASHEW 80 x 75 gm. (Rs 12.)

 GOODDAY CASHEW FAMILY 48 x 250 Gm. (Rs 20.)

 GOOD DAY BUTTER 80 x 75 gm. (Rs 10.)

 GOODDAY BUTTER FAMILY 48 x 250 Gm. (Rs 18.)

 GOODDAY PISTA 80 x 75 gm. (Rs 12)

 GOODDAY PISTA FAMILY 48 x 250 Gm. (Rs 12)
Cost sheet of Good Day
Biscuits
 Cost of Production 1.00
 Company’s Profit 1.50
 Packaging 0.50
 Promotion 2.00
 Transportation 1.00
 Selling & Distribution 1.75
 Cost to Distributor 7.75
 Distributors profit 0.75
 Cost to Wholesaler 8.50
 Wholesaler Profit 0.50
 Retailer Cost 9.00
 Retailer Profit 1.00
 MRP 10.00
Place
Intensive Distribution
Promotion
Advertising
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
"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, energise body and
mind) campaign."
Sales promotion
“Eat Britannia, Go for World Cup" was the
theme adopted in 1999
People 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
Lagaan match- 4000 lucky winners were invited to

watch the lagaan team match
Competitive Environment
Target Group
 Targeted at Children and Teenagers as a tasty
health food that can be consumed as a snack
and also at the breakfast table.
 It is promoted as a health food that it would

give a person the energy to start his daily
routine and so is aptly named “Good Day”.
Good Day comes in Premium biscuits
segment and is positioned as a health food
 Britannia Good Day is an augmented product.
Augmented products are those products which
have additional attributes in the product to
differentiate it from the competitor’s products
Good Day biscuits are consumed at a fast rate

due to richness in taste and ingredients and
hence they are purchased frequently by
consumers
BENEFITS
CORE BENEFITS
It is used for filling up the
stomach in between meals or
whenever one feels hungry
ADDITIONAL BENEFITS
Used as a snack to reduce
hunger so that it fills the
stomach and also reduces
ones appetite. Ideal for
weight loss programs
Value &Personality
• Good Day brings laughter and happiness into
people`s daily lives.
• It transcends race, caste, creed and unifying
humanity in an inclusive emotion.
Reasons to believe
Good Day Biscuits are packed in colored
packaged which have a color that shows the
ingredient or the USP of the biscuit
E.g.:- Badam pista comes in brown and green
which signifies pista and badam
Essence
In keeping with its core essence of Swasth
Khao Tan Man Jagao, your Company
constantly strives to find sustainable
opportunities to drive home the message of
nutrition and good food habits among children
at the right age. Britannia is committed to
help secure every childs right to growth and
development through good food everyday.

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"Eat Healthy, Think Better"

Introduction on Biscuit Industry

India is known to be the second largest

Bread and biscuits are the major part of the bakery

Yr. 2008….exemption from Central Excise Duty…

•Urban Market : 75% to 85%

• Per capita consumption of Biscuits :

1 Maida 12.23 12.00

3 Parmoline Oil 52.99 57.00

 In 1997, the company unveiled its new corporate identity - "Eat

 In 1999, the "Britannia Khao, World Cup Jao" promotion further

 The Lagaan Match was voted India's most successful

Good Day Cashew, Badam and Pista

Choco Chop and Choco Nut

 GOODDAY CASHEW 80 x 75 gm. (Rs 12.)

"Good Day is full of nuts and is rich but it is also

Lagaan match- 4000 lucky winners were invited to

 It is promoted as a health food that it would

Good Day biscuits are consumed at a fast rate

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