A PROJECT REPORT

ON
MARKETING STRATEGIES
OF BRITINNIA
Submitted to University of Mumbai in
Partial fulfilment
Of the requirement of the Degree of
M.COM (BUSINESS MANAGEMENT) PART 1.
Under guidance of
PROF. S.M.CHITALE
SUBJECT
STRATEGIC MANAGEMENT
VPM S
K.G Joshi College of Arts
N.G Bedekar College of Commerce
Thane (W)
Academic Year: 2014-15
BYANAGHA AJIT PURANIK
Roll No.16

VIDYA PRASARAK MANDAL, THANE

K. G. JOSHI COLLEGE OF ARTS &
N. G. BEDEKAR COLLEGE OF COMMERCE
CERTIFICATE
OF
PROJECT WORK

This is certify that

Mr. / Ms.
Of

_______________________________________________

M.Com. ( BUSINESS MANAGEMENT ) Part.: ____

Semester :_____
RollNo.:_____ has undertaken & completed the
project work titled
_________________________________________________ during the
academic year __________under the guidance of Mr. /
Ms. ___________________________________
Submitted on _____________ to this college in
fulfillment of the curriculum
of MASTER OF COMMERCE ( BUSINESS MANAGEMENT )
UNIVERSITY OF MUMBAI .

This is a bonafide project work & the information

presented is True & original to the b est of our
knowledge and belief .

PROJECT GUIDE
EXTERNAL EXAMINER

DECLARATION

I am ANAGHA AJIT PURANIK studying in MCOM Part-1 hereby

declare that I have done a project on reference to
STRATEGIES OF BRITINNIA

MARKETING

As required by the university rules, I state

that the work presented in this thesis is original in nature and

to the best my knowledge, has not been submitted so far to
any other university.
Whenever references have been made to the work of others, it
is clearly indicated in the sources of information in references.

Student
(ANAGHA AJIT PURANIK)
3

Place: Thane
DATE:

ACKNOWLEDGEMENT

It gives me great pleasure to declare that my project on MARKETING

STRATEGIES OF BRITINNIA have been prepared purely from the point of view
of students requirements.
This project covers all the information pertaining to MARKETING
STRATEGIES . I had tried my best to write project in simple and lucid
manner. I have tried to avoid unnecessary discussions and details. At the
same time it provides all the necessary information. I feel that it would
be of immense help to the students as well as all others referring in
updating their knowledge.
I am indebted to our principal Dr. Mrs. Shakuntala A. Singh Madam for
giving us such an awesome opportunity. I am also thankful to our
coordinator Mr. D.M. Murdeshwar Sir and also librarian and my colleagues
for their valuable support, co-operation and encouragement in
completing my project.
Special thanks to Prof.S.M.CHITALE my internal guide for this project
for giving me expert guidance, full support and encouragement in
completing my project successfully.
I take this opportunity to thanks my parents for giving guidance and for
their patience and understanding me while I am busy with my project
work.
Lastly I am thankful to God for giving me strength, spirit and also his
blessings for completing my project successfully.
4

Executive Summary

Marketing strategies of Food industry depend of the number of factor like

demographic profile, brand, health awareness, taste and quality & etc. The
company has to study the target region with regards to these factors. The
increase share of the market ,company have continued focus on advertising
,promotion and research in study of consumer behavior for change in health
awareness and taste. That only company like Britannia choose to manufacture
product for every age and every type of the people e.g Britannia Tiger for
growing Kids, NutriChoice Hi-Fibre Digestivefor people having digestion
problem, NutriChoiceSugarOut for Diabetics people.
Keeping in factor like change in health awareness and taste of people , Britannia
adopted tagline like Think Healthy Think Better , 'SwasthKhao, Tiger Ban
Jao and recently slogan ZindagiMein life
Britannia Industries started marketing its products with the new slogan
ZindagiMein life from last two years to target more health conscious urban
Indian. The change has worked with its millions of Indian consumers, who are
getting more health-conscious by the day, believing in the brand, trusting its
promise of health and accepting innovations from the company. it is the only
biscuit maker in India which has made products trans-fat-free. The brands
efforts of the company is gettingrecognised more each passing day.
The study of the consumer behavior is very important to get into through
marketing strategies of company.
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Introduction

Marketing strategy is the goal of increasing sales and achieving a

sustainable competitive advantage. Marketing strategy includes all basic and
long-term activities in the field of marketing that deal with the analysis of the
strategic initial situation of a company and the formulation, evaluation and
selection of market-oriented strategies and therefore contribute to the goals of
the company and its marketing objectives.
Marketing strategies serve as the fundamental underpinning of marketing
plans designed to fill market needs and reach marketing objectives. Plans and
objectives are generally tested for measurable results. Commonly, marketing
strategies are developed as multi-year plans, with a tactical plan detailing
specific actions to be accomplished in the current year. Time horizons covered
by the marketing plan vary by company, by industry, and by nation, however,
time horizons are becoming shorter as the speed of change in the environment
increases. Marketing strategies are dynamic and interactive. They are partially
planned and partially marketing strategy needs to take a long term view, and
tools such as customer unplanned.Marketing strategy needs to take a long term
view, and tools such as customer lifetime value models can be very powerful in
helping to simulate the effects of strategy on acquisition, revenue per customer
and churn rate.
Marketing strategy involves careful and precise scanning of the internal and
external environments. Internal environmental factors include the marketing
mix and marketing mix modeling, plus performance analysis and strategic
constraints. External
environmental
factors
include
customer
analysis, competitor analysis, target market analysis, as well as evaluation of
any elements of the technological, economic, cultural or political/legal

environment likely to impact success. A key component of marketing strategy is

often to keep marketing in line with a company's overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be
constructed to identify business alternatives, establish challenging goals,
determine the optimal marketing mix to attain these goals, and detail
implementation. A final step in developing a marketing strategy is to create a
plan to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.
Marketing Mix Modeling is often used to help determine the optimal marketing
budget and how to allocate across the marketing mix to achieve these strategic
goals. Moreover, such models can help allocate spend across a portfolio of
brands and manage brands to create value.
Value models can be very powerful in helping to simulate the effects of strategy
on acquisition, revenue per customer and churn rate.
Marketing strategy involves careful and precise scanning of the internal and
external environments. Internal environmental factors include the marketing
mix and marketing mix modelling, plus performance analysis and strategic
constraints. External
environmental
factors
include
customer
analysis, competitor analysis, target market analysis, as well as evaluation of
any elements of the technological, economic, cultural or political/legal
environment likely to impact success. A key component of marketing strategy is
often to keep marketing in line with a company's overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be
constructed to identify business alternatives, establish challenging goals,
determine the optimal marketing mix to attain these goals, and detail
implementation. A final step in developing a marketing strategy is to create a
plan to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.
Marketing Mix Modelling is often used to help determine the optimal marketing
budget and how to allocate across the marketing mix to achieve these strategic
goals. Moreover, such models can help allocate spend across a portfolio of
brands and manage brands to create value.

Types of Strategies

Marketing strategies may differ depending on the unique situation of the

individual business. However there are a number of ways of categorizing some
generic strategies. A brief description of the most common categorizing
schemes is presented below:
Strategies based on market dominance - In this scheme, firms are classified
based on their market share or dominance of an industry. Typically there are
four types of market dominance strategies:

Leader

Challenger

Follower

Nicher
Porter generic strategies strategy on the dimensions of strategic scope and
strategic strength. Strategic scope refers to the market penetration while
strategic strength refers to the firm's sustainable competitive advantage. The
generic strategy framework (porter 1984) comprises two alternatives each with
8

two alternative scopes. These are Differentiation and low-cost leadership each
with a dimension of Focus-broad or narrow. ** Product differentiation ** Cost
leadership
Growth strategies In this scheme we ask the question, "How should the firm
grow?" There are a number of different ways of answering that question, but
the most common gives four answers:

Horizontal integration

Vertical integration

Diversification

Intensification
These ways of growth are termed as organic growth. Horizontal growth is
whereby a firm grows towards acquiring other businesses that are in the same
line of business for example a clothing retail outlet acquiring a food outlet. The
two are in the retail establishments and their integration lead to expansion.
Vertical integration can be forward or backward. Forward integration is
whereby a firm grows towards its customers for example a food manufacturing
firm acquiring a food outlet. Backward integration is whereby a firm grows
towards its source of supply for example a food outlet acquiring a food
manufacturing outlet.
Marketing Warfare strategies This scheme draws parallels between marketing
strategies and military strategies.
BCG's "growth-share portfolio matrix" "Based on his work with experience
curves (that also provides the rationale for Porter's low cost leadership strategy),
the growth-share matrix was originally created by Bruce D. Henderson, CEO of
the Boston Consulting Group (BCG) in 1968 (according to BCG history).
Throughout the 1970s, Henderson expanded upon the concept in a series of
short (one to three page) articles in the BCG newsletter titled Perspectives
(Henderson, 1970, 1972, 1973, 1976a, b). Tremendously popular among large
multi-product firms, the BCG portfolio matrix was popularized in the marketing
literature by Day (1977)"

Strategic Models

Marketing participants often employ strategic models and tools to analyze

marketing decisions. When beginning a strategic analysis, the 3Cs can be
employed to get a broad understanding of the strategic environment. An Ansoff
Matrix is also often used to convey an organization's strategic positioning of
their marketing mix. The 4Ps can then be utilized to form a marketing plan to
pursue a defined strategy. Marketing Mix Modeling is often used to simulate
different strategic flexing go the 4Ps. Customer lifetime value models can help
10

simulate long term effects of changing the 4Ps, e.g.; visualize the multi-year
impact on acquisition, churn rate, and profitability of changes to pricing.
However, 4Ps have been expanded to 7 or 8Ps to address the different nature of
services.

There are many companies especially those in the Consumer Package Goods
(CPG) market that adopt the theory of running their business centered around
Consumer, Shopper & Retailer needs. Their Marketing departments spend
quality time looking for "Growth Opportunities" in their categories by
identifying relevant insights (both mindsets and behaviors) on their target
Consumers, Shoppers and retail partners. These Growth Opportunities emerge
from changes in market trends, segment dynamics changing and also internal
brand or operational business challenges.The Marketing team can then prioritize
these Growth Opportunities and begin to develop strategies to exploit the
11

opportunities that could include new or adapted products, services as well as

changes to the 7Ps.

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Company Profile

Introduction of Britannia

The story of one of India's favorite brands reads almost like a fairy tale. Once
upon a time, in 1892 to be precise, a biscuit company was started in a
nondescript house in Calcutta (now Kolkata) with an initial investment of Rs.
295. Initially, biscuits were manufactured in a small house in central Kolkata.
Later, the enterprise was acquired by the Gupta brothers mainly Nalin Chandra
Gupta, a renowned attorney,and operated under the name of "V.S. Brothers." In
1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a
partner and The Britannia Biscuit Company Limited (BBCo) was launched. The
Mumbai factory was set up in 1924 and Peek Freans UK, acquired a controlling
interest in BBCo. Biscuits were in big demand during World War II, which gave
a boost to the companys sales.
Britannia Biscuits was set up in 1892, in a very plain and ordinary house in
Kolkata with the initial investments of Rs. 295. By 1978, Britannia biscuits had
crossed 60% of the shares of the firm, followed by renaming the company to
Britannia Industries Limited(BIL) and in 1983 it crossed Rs 100 crores revenue
margin. Then as we know, in 1992 it celebrated its Platinum Jubilee. Eat
Healthy, Think Better was revealed in 1997. It was gaining the status of
quality and value and in 1999, the Britannia Khao, World Cup Jao
promotion made the consumers even more aware then before which helped
them even more prominent in the market. In the 21st century it came out as
Indias largest and most famous brand of biscuit.
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Now Britannia is no more just another ordinary biscuit but it is one of the most
renowned and well known biscuit in the world. From a small fairy tale it
reached new standards and from a small investment it has got a high margin of
profit which has been very positive for the company investors. They have a
variety of biscuits even considering the health and economy to the life-style
oriented types.

As time moved on, the biscuit market continued to grow and Britannia grew
along with it. In 1975, the Britannia Biscuit Company took over the distribution
of biscuits from Parry's who till now distributed Britannia biscuits in India. In
the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly
establishing the Indianness of the firm. The following year, Britannia Biscuit
Company was re-christened Britannia Industries Limited (BIL). Four years later
in 1983, it crossed the Rs. 100 crores revenue mark.
On the operations front, the company was making equally dynamic strides. In
1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new
corporate identity - "Eat Healthy, Think Better" - and made its first foray into
the dairy products market..
Britannia strode into the 21st Century as one of India's biggest brands and the
pre-eminent food brand of the country. It was equally recognized for its
innovative approach to products and marketing. In recognition of its vision and
accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200
Small Companies of the World', and The Economic Times pegged Britannia
India's 2nd Most Trusted Brand.
Today, more than a century after those tentative first steps, Britannia's fairy tale
is not only going strong but blazing new standards, and that miniscule initial
investment has grown by leaps and bounds to crores of rupees in wealth for
Britannia's shareholders. The company's offerings are spread across the
spectrum with products ranging from the healthy and economical Tiger biscuits
to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering
the trust of almost one-third of India's one billion population and a strong

14

management at the helm means Britannia will continue to dream big on its path
of innovation andand quality.
In view of the fact that Britannia Industries Limited is a food based organization
which produces a large variety of Biscuits, Diary products, Rusk, Bread and
Cakes, it is evident that they have now excelled in their business. Britannia
Industries Limited, continues to improve the quality of their products to meet
the consumers demands and prevail over the competitive edge.

Major milestone

1892The Genesis - Britannia established with an

investment of Rs. 295 in Kolkata
1910Advent of electricity sees operations mechanised
1921Imported machinery introduced; Britannia becomes
the first company East of the Suez to use gas ovens
1939 44
o Sales rise exponentially to Rs.16,27,202 in 1939
o During 1944 sales ramp up by more than eight times
to reach Rs.1.36 crore
1975Britannia Biscuit Company takes over biscuit
distribution from Parry's
1978Public issue - Indian shareholding crosses 60%
1979Re-christened Britannia Industries Ltd. (BIL)
1983Sales cross Rs.100 crore
1992BIL celebrates its Platinum Jubilee
1993Wadia Group acquires stake in ABIL, UK and becomes
an equal partner with GroupeDanone in BIL
1994Volumes cross 1,00,000 tons of biscuits
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 1997

o Re-birth - new corporate identity 'Eat Healthy,

Think Better' leads to new mission:
o 'Make every third Indian a Britannia consumer'
BIL enters the dairy products market
1999"Britannia Khao World Cup Jao" - a major success!
Profit up by 37%
2000Forbes Global Ranking - Britannia among Top 300
small companies
2001
o BIL ranked one of India's biggest brands No.1 food
brand of the country .
o Britannia Lagaan Match: India's most successful
promotional activity of the year;
o Maska Chaska: India's most successful FMCG launch
o
2002
o BIL launches joint venture with Fonterra, the world's
second largest dairy company Britannia New Zealand
Foods Pvt. Ltd. is born;
o Rated as 'One amongst the Top 200 Small Companies
of the World' by Forbes Global
o Economic Times ranks BIL India's 2nd Most Trusted
Brand
o Pure Magic -Winner of the Worldstar, Asiastar and
Indiastar award for packaging

2003'Treat Duet'- most successful launch of the year

2004Britannia accorded the status of being a 'Superbrand'

2005Re-birth of Tiger - 'SwasthKhao, Tiger Ban Jao'

becomes the popular chant!

2006Britannia re-launched NutriChoice Hi-Fibre Digestive

biscuits in an international large sized biscuit pack.

2007
Britannia NutriChoiceSugarOut range introduced
- 1st of its kind of biscuits to be be launched in India with "No

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Added Sugar" (Variants - Chocolate Cream, Orange Cream, and

Litetime)

2008
o Britannia NutriChoice 5 Grain biscuits launched - Biscuits
with the goodness of 5 health Cereals, and sweetened
with Natural honey. Britannia Nutrichoice promised
consumers "BhookBhagao, Kuch Healthy Khao"
o Britannia launched Iron fortified 'Tiger Banana' biscuits,
'Good Day Classic Cookies', Low Fat Dahi and renovated
'MarieGold'.

2009
o Britannia Launches ActiMind - A first of its kind milk based
health drink for kids, which helps improve mental
sharpness. Launch of ActiMind marked Britannia's entry
into the beverage segment and has further extended its
credo of 'Eat Healthy, Think Better' to 'Drink Healthy,
Think Better' as well!!
o Britannia NutriChoice Nature Spice Crackers launched Your favorite Cream Crackers, now made even more
exciting with the addition of "Sabut" Ajwain and Jeera
spices.
o Britannia takes full control of Daily Bread.
o Britannia Industries buys out New Zealand's Fonterra from
existing dairy joint venture, Britannia New Zealand Foods
(BNZF). BNZF became a 100 per cent Britannia subsidiary
and was renamed Britannia Dairy Private Limited (BDPL).
o Recognizing the changing global trends & health benefits
of removing transfats, Britannia is the first Bakery brand in
India to remove transfats from its products.
o Wadia Group acquired stake holdings from Group Danone
and becomes the single largest shareholder in BIL.

2010
o 50-50 Maska Chaska was re-launched with a new
masaaledar twist - a delightful blend of butter and
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o
o

o
o

imported flavours along with sprinkling of masala in

September 2010.
Tiger enters the Cookies category, with the launch of
Krunch Cookies in October..
Brand NutriChoice, in keeping with its track record of
launching differentiated healthy snacks, launched
Diabetic Friendly Essentials
Britannia was presented the Master Brand 2010
Award by CMO Council in November 2010.
Rotary Club of Chennai awarded CSR Award to
Britannia in November, for our work in nutrition.

2011
o Always committed to constant innovation, Britannia
launched Britannia Healthy Start in Mumbai in
January 2011
o Britannia received the Most Respected Company
Award 2011 from Businessworld.
o Bourbon received the Most Popular Confectionery
Product Preferred By Youth (Biscuit) Award.
o Britannia further enhanced its foray into healthy milk
based drinks by launching TigerZor Choco Milk
&TigerZorBadam Milk in May 2011.
o Britannia Bread launched its new range of Health
Breads in Delhi in November.
o Delhi factory was adjudged as the winner for
Outstanding Performance in Food Safety.
o BRITANNIA was honoured with `CREATIVE HR
PRACTICES AWARD' by Employer Branding Institute,
India,

2012
o IMC Ramakrishna Bajaj National Quality Award 2011
was awarded to Britannia Industries Limited,
Britannia Industries Limited Khurda was
commissioned on 17th April 2012.
o The Modern Trade team of Britannia was honoured
with Winner-BEST BAKERY SUPPLIER award for the
18

year 2011-12, at the 1st SPENCER'S Best Supplier

Awards 2012
o Britannia was awarded the Global Performance
Excellence Award (GPEA) by Asia Pacific Quality
Organization (APQO).
o Britannia won Global award given out by 'World
Quality Congress'.

2013
o Britannia Industries Ltd, Kolkata was selected the
winner of the GOLDEN PEACOCK NATIONAL QUALITY
AWARD for the year 2012
o Britannia was awarded "Manufacturing Supply Chain
Award for End to End Customer Solution Excellence"
on 23rd January 2013 at the Asia Manufacturing
Supply Chain Summit (AMSCS) held in Mumbai.
o Britannia bagged two National Quality Excellence
Awards for 2013- one for Best End-to-End Customer
Solution (Supply Chain), and the second, for Planning,
Processes and Systems - on 14th February 2013 at
TajLands End, Mumbai
o The Namma Bengaluru Award for 2012, in the
Corporate Social Responsibility category for initiating
and implementing Solid Waste Management.
o Britannia bagged the prestigious IWLF Award for
'Solid Waste Management Project' and 'BNF' project
at the International Women Leadership Forum held in
Mumbai on 25th April 2013.

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BRITANNIA IN OVERSEAS

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Britannia in the Middle-East :

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
theMiddle 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.

ORIGIN OF EAT HEALTHY THINK BETTER

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Britannia -the 'biscuit' leader with a history-has withstood the tests of time. Part
of the reason for its success has been its ability to resonate with the changes in
consumer needs-needs that have varied significantly across its 100+ year epoch.
With consumer democracy reaching new levels, the one common thread to
emerge in recent times has been the shift in lifestyles and a corresponding
awareness of health. People are increasingly becoming conscious of dietary care
and its correlation to wellness and matching the new pace to their lives with
improved nutritional and dietary habits. This new awareness has seen
consumers seeking foods that complement their lifestyles while offering
convenience, variety and economy, over and above health and nutrition.
Britannia saw the writing on the wall. Its "Swasth Khao Tan Man Jagao" (Eat
Healthy, Think Better) re-position directly addressed this new trend by
promising the new generation a healthy and nutritious alternative - that was also
delightful and tasty.
Thus, the new logo was born, encapsulating the core essence of Britannia healthy, nutritious, and optimistic - and combining it with a delightful product
range to offer variety and choice to consumers.

Marketing Strategies of Britannia Industries

22

Britannia Industries Limited is engaged in the provision of bakery products,

including biscuits, bread, rusk and cakes, and dairy products. The company
primarily operates in India. The companys products include 50-50, Good Day,
Little Hearts, Marie Gold, Milk bikis, Nice Time, Nutri choice, Pure Magic,
Tiger and Treat. It is headquartered in Kolkata, India.
Strategic Planning Key Steps

Vision
To dominate the food and beverage market in India with a distinctive range of
Tasty Yet Healthy Britannia brands.
Every third person, in India, should be a Britannia Consumer.
Mission
To be one of the best biscuit companies.
Objective

23

Goal
To improve profitability
To provide better consumer service
To reduce carbon emissions
Strategy
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

24

Promotional Strategies

Britannia spends a great amount on promotional strategies like advertisements

for various products it offers. It uses a mix of all the media forms to reach the
maximum consumers. They advertise through television, print, radio, and reach
out to their target audiences.
Some of the popular promotional strategies are:
Britannia Khao, World Cup Jao which took 100 mega-winners to Old
Blighty to watch the Cricket World Cup at Britannias expense. This was
a very smart initiative taken by Britannia to motivate consumers to buy
more Britannias product to increase their chances of being selected for
the tour. This in turn helped the company to boost up its sales before and
during the mega event.
Another excellent example of sport personality craze and innovation
came from Britannia. The company offered a white marble free with
every pack of Britannia treat. The marble has a caricature of an Indian
Cricketer printed on it, an innovative conversion of craze for cricket and
cricketing stars exploited with fresh perspective

Logos

Logo designs by Britannia symbolize the following:

Red colour denotes Energy and Vitality

White colour denotes Purity
Green colour stands for Nutrition and Freshness

25

Punch Lines

Consumer Reach out

26

Marketing Strategies of Britinnia

Marketing Strategy include anything from facts, events, procedures, values and
personalities. Britannia nearly sells all their products all over India and even
exports it other few countries. Their market rate kept growing every year in the
Indian market. Therefore, BIL has implemented a Diversification strategy, so
that it becomes the market leader in the food and biscuits industry. But they
made sure that when they diversify, they make similar kinds of products such as
cheese, dairy products and even more bakery items. So the company can realize
their marketing strategies by underlining the opportunities in the market. There
are a various different strategies they adopted
Segmentation - They believed in the best quality of products for the consumers
as they are health conscious and so they fulfil this need of the consumers.
Targeting - The Company focussed on building a good relationship with the
customers as they are they play the most important part in the sale of products.
Not only did they keep up to the old customers expectation, but they also try to
make new customers as their retention plays a major role for the growth of their
business.
Positioning - While manufacturing new products, they dont fail to remember
their competitors way of fighting against them, instead they pay even more
attention to each and every step they take towards success as they want to be
ahead of them and succeed.
Growth Strategy - Even though Britannia biscuits started off by selling their
products in India, they slowly expanded and started to export it to other parts of
the world. By doing so, they adapted to the different cultures of those countries
and made plans for those neighbouring areas and researched and analyzed
which product has more demand than the others and ways to improve their
sales.
Promoting their brands is a very essential idea for their marketing strategy as it
helps understand the consumers the variety of benefits they get while
purchasing the product. They should advertise and publicize their message
clearly stating the facts.

27

Based on the marketing strategies, we understand that building a brand is an

important part of the company. They understand how to increase sales and
profits in a short span of time while continuing to promote its variety of brands
to create loyal consumers.
Marketing strategy is a set of objectives, policies and rules that leads the
company's marketing efforts. It is the marketing approach to accomplish the
bread objective of the marketing approach to accomplish the bread objective of
the marketing plan. The various process of marketing strategy is given below.
1. Selecting largest markets segmentation
2. Positioning
3. Product
4. Price
5. Place
6. Promotion
7. Research and development
8. Marketing research

28

1. Market segmentation and selecting target market

It is an effort to increase a company's precision marketing. The 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 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.
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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
emphasis on its distribution network. Proper distribution network gives proper
availability of the product.
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.
Marketing channels of Britannia
Britannia market position is very high due to factors relating to its pricing
strategies, distribution channels and variety of products. They commence new
products to satisfy the consumers needs giving them new and alternative
products to choose, which in turn benefit the company by having more
potential for growth. So we understand that the company is not only growing,
but also gaining profits. Their estimated market share is 38%. In the early years
of the company, they received sales at an annual rate of 16% in market and
their operational proceeds were nearly 18%. But now it has been increased to
27%, giving Britannia annual revenue of Rs 2,200 crore only from their
biscuits. 10% is contributed by the diary products. They have an annual
capacity of 433,000 tonnes of biscuits with sale while exporting up to $150.75
million.

MARKETING CHANNELS
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6. Promotion: - Promotion is the one of the major aspects in marketing

strategies. By adopting various promotional activities the company create strong
brand image. It also helps in increasing the brand awareness. It includes
advertising, sales promotions and public relations etc.
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
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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.
Publicity:
Britannia brand is advertised through hoardings on cricket grounds, on
highways, through image building exercises like donations etc.
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

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of the development describes the long run sales and profit goals and marketing
mix strategy over time.

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Product Line

New Britannia Tiger

Britannia Tiger, one of the biggest brands in the kids segment, has re-invented
itself to revolutionize the concept of kids' nutrition in the country. Equipped
with a new vision of leading the kids' nutrition space, Britannia Tiger has
revamped its offerings to embody fun and energy on one hand and health and
nutrition on the other. Enriched with growth nutrients across all its variants
-Glucose, Crunch Cookies and Creams, Britannia Tiger comes with the credo of
'RozBadho'.
Aimed at addressing every mother's concern on their kid's nutrition, Britannia
Tiger has undergone a considerable shift in its product offering, transforming
itself into a healthier and tastier avatar. Identifying the role of biscuits as a
important component of daily food and a major carrier of nutrition, Britannia
Tiger fortifies itself, across categories, with growth nutrients like iron, calcium,
folic acid, vitamin A and D*. Packed with 25% of daily growth nutrients (every
100gms).
Britannia NutriChoice Oat Cookies
For the first time in India we have Britannia NutriChoice 'Diabetic Friendly'
Essentials specially designed for people with diabetes. There's no longer a need
to avoid snacks or go hungry while traveling or at work. Rather approach
snacking in a healthy way with our Oat Cookies.
Britannia NutriChoice Oat Cookies are scientifically created to suit the special
lifestyle and nutrition needs of diabetics to manage extreme swings in blood
sugar. They are tasty, crunchy and convenient option for those mid-meal pangs.
In addition, the oat fiber lowers rise in blood sugar, helps control blood
cholesterol and helps you feel satisfied and active for longer.
Britannia NutriChoiceRagi Cookies
For the first time in India we have Britannia NutriChoice 'Diabetic Friendly'
Essentials specially designed for people with diabetes. There's no longer a need
to avoid snacks or go hungry while traveling or at work. Rather approach
snacking in a healthy way with our Ragi Cookies. Britannia NutriChoiceRagi
Cookies are scientifically created to suit the special lifestyle and nutrition needs
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of diabetics to manage extreme swings in blood sugar levels. They are tasty,
crunchy and convenient option for those mid-meal pangs. Ragi helps lower
blood glucose levels and in a rich source of magnesium, which is instrumental
for the production of important enzymes. Our Ragi Cookies are a good source
of fiber, both soluble and insoluble, for heart and digestive health.
Veg Cakes
Britannia Veg Cakes is every vegetarian's dream come true! 100% vegetarian
cake with all the softness and delight a cake should have. Every slice is soft and
fluffy, stuffed with real fruit bits, to give you a cake that is truly delicious, down
to the last slice. Add to this zero cholesterol and a 3 month shelf life and you
have a healthy, convenient snack to enjoy anytime, anywhere. Grab a pack of
Britannia Veg Cake today. Mastika Green Signal! Flavour: Twisty Fruity Price
and sizes: Rs. 15/- for 75 gm pack.
Nutrichoice Health Starter Kit
2010 - Britannia Nutrichoice launches a New Year pack - the Nutrichoice
Health Starter Kit . Created for everyone who makes a New Year resolution to
become healthy and does not follow through on it. The Health Starter Kit
contains a range of healthy biscutis - 1 pack each of Nutrichoice Hi-Fiber
Digestive, Nutrichoice 5 Grain and Nutrichoice Nature Spice Cracker. It also
has a one week free pass to Talalkars gym that entitles every consumer to one
week free trial of any Talwalkars (TBVF ltd) gym across the country. In
addition to this the pack also contains a Fit Sip Sipper and a fitness chart. All
this for only Rs 100.
NutriChoice 5 Grain
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 choice of extra
hour of sleep over early morning exercise and eating unappetizing foods over
oil-dripping 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
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promotes heart health, Ragi a good source of both Calcium as well as Fibre,
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.
NutriChoiceSugarOut
Sounds like yesterday when people commented that healthy foods meant
"compromising on the taste." NutriChoiceSugarOut 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.
This is because NutriChoiceSugarOut 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 Litetime, Chocolate
cream, and Orange cream, targeted towards all health sensitive people. It is
also relevant for consumers with sugar related ailments.
We are sure that you will be pleasantly delighted with its great taste and equally
surprised to know that it has no added sugar.
Don't be taken for a ride when you read "Sugar Free" label on many biscuit
packs marketed in India or abroad. Even with 100% no-added sugar, wheatcereals in biscuits have their own natural sugar content. Britannia has chosen
to represent these biscuits with "No Added Sugar" claim, as there is no added
sugar in the processing of NutriChoiceSugarOut.
NutriChoice Digestive Biscuit
Nothing can be more difficult than making small efforts in our daily life towards
healthy and active living. 24/7 we are engrossed in our busy schedules; skipping

36

meals, missing walks, along with inadequate sleep and frequently eating-out, all
take a heavy toll on our health.
At least with the new and improved NutriChoice Digestive Biscuit, we have one
less thing to worry about. Made with 50% whole-wheat and packed with added
fibre (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
carton
pack.
Try one and you'll know that you've made one smart choice - NutriChoice.
Treat Fruit Rollz
All kids who have relished the yummy creamy treasures of Britannia Treat in
exciting flavors, have yet another reason to celebrate! Britannia Treat launches
the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are filled with
real fruits and provide a healthy yet mouth-watering treat to the kids. Fruit Rollz
comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy
Orange and Delicious Dates!
Want to know a little secret? They make the best tiffin treats! So during snack
time what better than to munch on the delicious and healthy Fruit Rollz and
discover the yummy fruit flavor from within the shells. Keeping up with
Britannia's platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy
snacking option for kids, while keeping the Moms assured about the goodness
provided by the fruit filling.
So go on and treat yourself to the lip-smacking snack!
New Britannia Milk Bikis
Milk Bikis, the favourite growth partner of Kids, now brings greater value and
delight to all with its new product and pack design. Recently re-launched in its
existing Southern & Eastern markets, and extended across India, the new Milk
Bikis is all set to add excitement and appeal to nutritious food. Whoever said
that good food needs to look dull and boring, will just have to take a look at
Milk Bikis.
With a unique and attractive honeycomb design and an enhanced product
experience, the new biscuit prompts the Kids will love it reaction amongst
37

mothers. The milk goodness in the recipe is now enhanced with SMART
NUTRIENTS 4 vital vitamins, iron and iodine, proven to aid mental and
physical development in growing kids. The premium packaging, besides
appealing to kids, also ensures that the biscuits remain fresh and crisp.
So, whether its breakfast time or snack time at school, rest assured that kids will
look forward to munching these crunchy, milky biscuits which even helps in
their development. And yes, adults wont be far behind in reaching out for a
pack!

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4 Ps OF MARKETING

39

COMPETITORS
Generally 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.
I found many products which can be compared with Britannia Biscuit. As a
conclusion I found that particularly in my provided area Britannia is really
doing well and its performance is on surprising level. Lost market share to ITC
Foods and has struggled to keep pace with Parle in glucose biscuits. Pepsi,
Kraft, DANONE could be formidable competitors. Britannia seeks to build
market share through expanded product portfolio, acquisitions, JVs and thrust
on rural consumer. In my provided area the share of the market is as follows.
BRITANNIA

34.8%

PARLE-G

31.9%

ITC

8.6%

SURYA FOODS

8%

ANMOL BAKERS
OTHERS

4.2%
15.6%

When we compared with other businesses then we follow the quality, price,
distribution system, promotional strategy etc. of the competitors Britannia in
this area is doing well.
So this is the comparison with other biscuits brands. According to our findings
we found that BRITANNIA is the market leader followed by BRITANNIA

40

biscuits. These two biscuits company the lion's share in the 2,200 crore biscuits
industry.

41

MARKET POTENTIAL
Market potential of the BRITANNIA is much positive in competitive era and
will sure cover the maximum market share of biscuit product. Potentiality of
any product depends upon the futuristic performance of the product. It depends
that how much retailers have potentiality to be permanent seller of
BRITANNIA.
For great potentiality it is necessary to improve those factors which are going to
affect retailers. In my study I found some factors which can help to cover great
potentiality.
These factors are following:
Scheme delivery should in perfect determining time.

42

 Some places distributors not able to cover his particular area. That should be
improved.
Scheme facility should be regular as much as possible.
Small pack also should be in the market.
Always collect the views of retailers. It gives psychological effect on the
retailers about careness by manufacturing company.
These factors are very important for the organization. If company is able to
improve these all factors then definitely its market share will more increase.
Retailers will take more interest to sell Britannia biscuit and customer will also
enjoy for it.
So potentiality is very high to Britannia biscuit in positive direction.

43

Conclusion

After going thick on the thing, now time is to make a complete picture. While
making a product a SKU (Stock Keeping Unit) of the shop retailers think about
the GMROI (Gross Margin Return on Investment) and they promote the brands
which provide them highest. They expect return in the form of profit margin,
company schemes, window display and references of the shop. Among these,
company schemes make the differences and are the highest source of motivation
after profit margin. Retailing demands a constant push from the company.
Marketer 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 said 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.

Bibliography:44

The data presented to you in this project has been compiled from the following
books and websites:
Books
1. Marketing management: analysis, planning,
implementation, and control by Philip Kotler - Business &
Economics - 1988
2. Marketing Management by Philip Kotler, Kevin Keller Business & Economics - 2008
3. Research methodology: a step-by-step guide for beginners
by Ranjit Kumar - Social Science - 2005
4. Research methodology by Douglas K. Detterman Psychology - 1985

Webilography:WWW.BRITANNIA.CO.in
WWW.WIKIPEDIA.ORG
WWW.GOOGLE.COM
WWW.Scribd.COM
WWW.BUSSINESSTODAY.INTODAY.

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