INTRODUCTION TO PROJECT:

The primary aim of the project is to Study the consumer perception

towards the Britannia Brand. The perception is analyzed on the basis of

the consumers view on the quality, cost and promotions of the Brand.

A small survey is conducted to know the consumer perception.

The project also gives an overview of the Britannia products, their

competitors, and their position in the market. The advertisement and

marketing strategies of the Britannia Brand also studies in depth.

SWOT analysis of the Britannia is also given in the project, which

demonstrates the improvement areas for this brand.

The suggestion given through this research will be helpful for the brand

to be stronger in the market.

OBJECTIVES:

1. To study the Present status of Britannia in FMCG market (Biscuit)

with comparison of the competitors.

2. To analyze the marketing and promotional strategies of Britannia.

3. To study the consumer perception about Britannia.

4. To do SWOT analysis of the Britannia.

5. To suggest marketing strategies to Britannia.

HYPOTHESIS

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 1. Market share of the Britannia Brand is more as compare to other
brands .
2. Marketing and promotional strategies of Britannia are effective .
3. Britannia is most preferred brand and consumer perception
towards the brand is positive.

RESEARCH METHODOLOGY

The project is based on the primary and secondary data.

Secondary data

Secondary data is collected from different sources like magazines and

websites

Primary data

a. Questionnaire ( sample questionnaire is attached in appendix)

Primary data is collected through survey using structured questionnaire.
Questions are closed ended.
The following variables are studied in questionnaire
Preference towards the Brand
Quality of the brand
Price of the cost
Advertisements and promotions of the brand
The scale used for the questions is four rating scale:

Statement Strongly Agree Partially Not agree

agree agree

4 3 2 1

b. Sample design

Sample size : 30 respondents

Sample design : Random sampling

c. Statistical Design

2
 The analysis of the primary data is done using mean and
percentage method.
The data is represented by using Pie Chart

Limitations of the study:

1. Sample size is very small compare to the population size

2. Surveys is conducted in the Aurangabad city only.

INTRODUCTION TO BRITANNIA

Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd

in Calcutta. In 1924, Pea Frean UK acquired a controlling stake, which
later passed on to the Associated Biscuits International (ABI) a UK based
company. During the 50s and 60s, Britannia expanded operations to
Mumbai, Delhi and Chennai. Exports of sea foods started in the 70s. In
1987, Nabisco, a well known European food company, acquired ABI. In
1989, J M Pillai, a Singapore based NRI businessman along with the
Groupe Danone acquired Asian operations of Nabisco and thus acquired
controlling stake in Britannia. Later, Groupe Danone and Nusli Wadia
took over Pillais holdings. In 1977, the Government reserved the
industry for small scale sector, which constrained Britannia's growth.
Britannia adopted a strategy of engaging contract packers (CP) in the
small scale sector. This led to several inefficiencies at the operating level.
In April 97, the Government dereserved the biscuit sector from small
scale. Britannia has expanded captive manufacturing facilities and has
modernized and upgraded its facilities in the last five years. It has also
forayed into the Dairy Business with the launch of Cheese, Butter, Ghee,
Dairy whitener and flavored milk products.

BOARD OF DIRECTORS:

Name Designation
Mr. Nusli Neville Wadia Chairman
Ms. Vinita Bali Managing Director

3
 Mr. A.K.Hirjee Director
Dr. Ajai Puri Director
Mr. Avijit Deb Director
Mr. Jeh N Wadia Director
Mr. Keki Dadiseth Director
Mr. Nasser Munjee Director
Mr. Ness Nusli Wadia Director
Mr. Nimesh N Kampani Director
Mr. Pratap Khanna Director
Mr. S.S.Kelkar Director
Dr. Vijay L. Kelkar Director

MANAGEMENT TEAM

ANURADHA NARASIMHAN - Category Director - Health & Wellness

ASHOK KUMAR GUPTA - General Manager - Accounts & Planning

4
GAUTAM BANERJEE - General Manager - Materials
JEHANGIR TANKARIWALA - General Manager - Human Resources
R K AGRAWAL - Supply Chain Director for New Business Development
R S SUBRAMANIAM - General Manager - Manufacturing, Engineering
and Projects
R. ANAND - Business Operations Director
SHALINI DEGAN - Category Director - Delight & Lifestyle
T S VENKETRAM - General Manager - Manufacturing Development
VINOD MENON - Head - Dairy Business

BALAJI REDDIPALLI - Head Replenishment

B. PRASHANTH - Head of R&D
Dr. K.N. SHASHIKANTH - Corporate Quality Assurance Manager
P. GOVINDAN - Company Secretary & Head of Legal
SHRIDHAR PANSHIKAR - National Sales Manager
VALIVETI V PADMANABHAM - Head - Corporate IT

The Origin of 'Eat Healthy Think Better':

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.

5
Thus, the new logo was born, encapsulating the core essence of
Britannia - healthy, nutritious, optimistic - and combining it with a
delightful product range to offer variety and choice to consumers.

Vision :
To dominate the food and beverage market in India with a
distinctive range of Tasty Yet Healthy Britannia brands.

Mission:
To dominate the food and beverage market in India through a profitable
range of Tasty Yet Healthy products by making every Indian a Britannia
consumer.

BRITANNIA IS A NUTSHELL:

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. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything but
by 1910, with the advent of electricity, Britannia mechanised its
operations, and in 1921, it became the first company east of the Suez
Canal to use imported gas ovens. Britannia's business was flourishing.
But, more importantly, Britannia was acquiring a reputation for quality

6
and value. As a result, during the tragic World War II, the Government
reposed its trust in Britannia by contracting it to supply large quantities
of "service biscuits" to the armed forces.

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. In 1999, the
"Britannia Khao, World Cup Jao" promotion further fortified the affinity
consumers had with 'Brand Britannia'.

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 recognised
for its innovative approach to products and marketing: 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. In 2002, Britannia's New Business Division
formed a joint venture with Fonterra, the world's second largest Dairy
Company, and Britannia New Zealand Foods Pvt. Ltd. was born. 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.

THE STRUCTURE OF INDIAN BISCUIT INDUSTRY:

India Biscuits Industry is the largest among all the food industries and
has a turn over of around Rs.3000 crores. India is known to be the
second largest manufacturer of biscuits, the first being USA. It is

7
classified under two sectors: organized and unorganized. Bread and
biscuits are the major part of the bakery industry and covers around 80
percent of the total bakery products in India. Biscuits stands at a higher
value and production level than bread. This belongs to the unorganized
sector of the bakery Industry and covers over 70% of the total
production.

India Biscuits Industry came into limelight and started gaining a sound
status in the bakery industry in the later part of 20th century when the
urbanized society called for ready made food products at a tenable cost.
Biscuits were assumed as sick-man's diet in earlier days. Now, it has
become one of the most loved fast food product for every age group.
Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at
cost. States that have the larger intake of biscuits are Maharashtra, West
Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra
and West Bengal, the most industrially developed states, hold the
maximum amount of consumption of biscuits. Even, the rural sector
consumes around 55 percent of the biscuits in the bakery products.

The total production of bakery products have risen from 5.19 lakh tones
in 1975 to 18.95 lakh tones in 1990. Biscuits contributes to over 33
percent of the total production of bakery and above 79 percent of the
biscuits are manufactured by the small scale sector of bakery industry
comprising both factory and non-factory units.

The production capacity of wafer biscuits is 60 MT and the cost is

Rs.56,78,400 with a motive power of 25 K.W. Indian biscuit industry has
occupied around 55-60 percent of the entire bakery production. Few
years back, large scale bakery manufacturers like Cadbury nestle, and
Brooke bond tried to trade in the biscuit industry but couldn't hit the
market because of the local companies that produced only biscuits.

The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a

bright future of India Biscuits Industry. According to FBMI, a steady
growth of 15 percent per annum in the next 10 years will be achieved by
the biscuit industry of India. Besides, the export of biscuits will also
surpass the target and hit the global market successfully.

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OVERVIEW OF INDIAN BISCUIT INDUSTRY:

The total production of biscuits in India is estimated to be around

30 lakh MT, the organized sector accounts for 65% and the
unorganized sector accounts for 35% of the total industry volume.
The organized sector is valued at above Rs 8000 crores.
The biscuit industry is estimated to grow over 15-17% in the next
few years.
The per capita consumption of biscuits in India is 2.0 kg.
India is ranked 3rd after US and China amongst the global biscuits
producers.
The export of biscuits is approximately 17% of the annual
production, the export of sweet biscuits for year 2007-08 was Rs
145.93 Cr and for year 2008-09(April-Dec) was Rs 280 Cr, the
major exporting regions were Haiti, Angola, USA, Ghana, UAE.
The imports are not significant amount as compared to the total
consumption.
The penetration of biscuits in urban and rural market is 85% and
55% respectively.
The Biscuit industry employs almost 3.5 lakh people directly and
30 lakh people indirectly.

The organized biscuit manufacturing industries annual production:

2003- 2004- 2005- 2006- 2007- 2008-

Year
04 05 06 07 08 09
Annual Production(Lakh MT) 11.00 12.54 14.29 16.14 17.14 19.5

Main Categories of Biscuits : Glucose, Marie, Sweet, Salty, Cream &

Milk. Glucose biscuits accounts for more than 50% of the total biscuit
market value, Parle G dominate this market with more than 60% share
followed by Britannia and ITC.

9
BISCUIT BRANDS

Major brands The Indian biscuit industry is dominated by major brands

like Parle, Britannia, and Sunfeast. Also the category has strong regional
brands such as Priya Gold-North, Cremica-North & West, Dukes-South
and Anmol-East & North.
Other popular brands Horlicks, Biskfarm-East, Rose-Andhra Pradesh &
South, Sobisco-East and North East also launched in Andhra Pradesh
and Madhya Pradesh., Nezone- North East, Bakewell.
Market Share Breakdown The Indian biscuit industry is dominated by
brands like Parle, Britannia and Sunfeast.

Consumption Pattern across Various Regions

Consumption of biscuits is even across the regions

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2009 New Prospects in the Indian Biscuit Industry

GlaxoSmithKline Consumer Healthcare: Junior Horlicks Biscuits-

toddler biscuit category.
PepsiCo India Launched biscuit brand Aliva, it will be produced by
food division Frito Lay India.
United Biscuits (UK), worlds third largest biscuit company, is set to
enter India market.
Shakti Bhog plans to enter biscuits segment.

Major Players

Britannia Industries Ltd. : Net sales for FY 2008-09 are Rs

3,112.2 Cr. For FY 07-08 biscuits recorded sales of Rs. 2,329.9 Cr.

Key Products Tiger, Good Day, Bourbon, 50-50, Treat, Milk Bikis,
Marie Gold, NutriChoice, Timepass, Little Hearts

Parle Products Pvt. Ltd : Established In 1929, company has

factories in Mumbai, Bangalore, Bahadurgarh in Haryana and
Neemrana in Rajasthan, Additionally, Parle Products also has 7
manufacturing units and 51 manufacturing units on contract.
Company has about approximate market share of 30-35% of the
total biscuit market. Parle-G accounts for the major volume
turnover it accounts for approximately 80% of the total biscuit
tonnage for the company.

Key Products : Parle - G , Hide and Seek ,Krackjack ,Hide & Seek
Milano ,Magix ,Digestive Marie ,Monaco ,Parle Marie ,Kreams ,Milk
Shakti ,Parle 20-20 Cookies ,Golden arcs ,Nimkin ,Kreams Gold
,Chox ,Monaco Jeera

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 Surya Food & Agro Ltd : Manufacturing & selling of biscuits
under brand Priyagold. Company has three plants located in
Greater Noida, Lucknow & Surat. They also outsource some of our
requirements to another plant located in Hyderabad. Capacities
have reached 1, 50,000 MT p.a.
Key Products : Classic Cream , Butter Bite ,Kids Cream
,Bourbon ,Big Boss ,Marie Lite ,Magic Gold ,CNC ,Cheese
Cracker ,Snacks Zig Zag ,Don ,Coconut Crunch ,Cheez Bit Classic
Salt ,Chatpata

ITC Ltd : In July 2003, ITC forayed into the Biscuits market with
the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeast
with a current market share of ~10% is now clearly established as
a credible third brand.
Key Products : Sunfeast Milky Magic ,Sunfeast Marie Light
,Sunfeast Golden Bakery ,Sunfeast Dark Fantasy ,Sunfeast Dream
Cream ,Sunfeast Snacky ,Sunfeast sweet 'n salt ,Sunfeast Nice
,Sunfeast Benne Vita Flaxseed Biscuits ,Sunfeast Special.

Anmol Biscuits Ltd : Anmol is a popular brand of eastern &

northern region, having manufacturing facilities in W.B & U.P.

Key Products : Lemon Mazaa , Funfill Choco Vanilla , Yummy -

Milk Cream , Tip Top Kajoo Kurkure Masala, Coconutty , Thin
Arrowroot , Marie,2 in 1, Butter Bake , Cream Cracker , Dil
Khush , Dream Lite , E-Time , Funfill Orange , Funfill Rich
Chocolate ,Golmol ,Jadoo ,Marie Time , Snackles ,Milk Made

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 THE BISCUIT SEGMENT OF BRITANNIA

TIGER GOODDAY BOURBON

50-50 MARIEGOLD TREAT

MILK BIKIS NUTRI CHOICE LITTLE HEARTS

13
THE LAUNCH OF OTHER PRODUCTS BY BRITANNIA:

BRITANNIA VEG CAKE:

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 enjoy any
time,anywhere.
Grab a pack of Britannia Veg Cake today. Masti ka Green Signal!

Flavour:TwistyFruity
Price and sizes: Rs. 15/- for 75 gm pack.

NUTRICHOICE HEALTH STARTER KIT:

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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
-1pack 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 missing that extra hour of sleep over early morning exercise, or
eating unappetizing foods over that extra 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

15
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 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

TIGER BANANA:

Britannia is committed to help secure every child's right to Growth

& Development through good food everyday. 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.

16
IRON ZOR helps make mind sharper and body stronger. A 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.

NUTRICHOICE SUGAROUT:

Sounds like yesterday when people commented that healthy foods

meant "compromising on the taste." 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.

This is because NutriChoice SugarOut 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.

17
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, wheat-cereals 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 NutriChoice SugarOut.

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 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:

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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:

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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 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.

20
MAKEOVER OF BRITANNIA:

The case documents issues relating to the repositioning and

diversification exercise carried out by Britannia, analyzing each step it
has taken in detail. In 1997, Britannia kicked off its repositioning
exercise when it changed its logo and corporate slogan as a first step in
its makeover plan aimed at transforming the company from essentially a
'bakery' business to a 'food' business. Subsequently as a part of its
diversification plans, it entered into the 'dairy' business. The case
examines in detail the process of such a makeover and tries to study the
rationale behind it from a marketing and strategic perspective. The case
also throws light on the strategies followed by Britannia in its makeover
exercise.

A PATH LESS TRAVELLED:

An old maxim goes, 'Why does something when it ain't broke?' This
may be the credo of most firms, but not of the food major, Britannia
Industries Limited (BIL). In 1997, BIL, whose business seemed to be
doing well, instead of concentrating on it, virtually charted a new course
by seeking to reinvent itself.

It built a new corporate identity and adopted a colourful and identifiable

logo with a new base line - 'Eat Healthy, Think better.' From being a
manufacturer of baked products, BIL kicked off a diversification exercise
to become a comprehensive foods and beverages company making cheese
and other dairy products, in addition to its bakery products.

BIL seemed to be doing something radical by venturing into totally new

areas, while this puzzled many, some analysts felt that it was BIL was
doing this out of compulsion.

They reasoned that the 16% growth rate of BIL sales, which was just 8%
in real terms when corrected for inflation, though good by the standards
of a mature market, was not good enough for a growing market like India,
specially in the foods segment.

Others felt that BIL's makeover decision may have been influenced by the
threat of potential competition. They also felt that with the organised

21
biscuit market in India being commoditised, and the major chunk being
controlled by the unbranded segment, reliance on biscuits alone could be
detrimental to its long-term interests...

FOOD FOR THOUGHT:

BIL, since its inception had been mainly involved in the manufacture of
biscuits, which contributed around 85% of its revenues (1997). The
biggest problem then, for the 80-year-old BIL was that its name was
strongly associated by customers with biscuits (or more broadly bakery
products)...

DONNING A NEW LOOK:

As a first step in its makeover plan, BIL hired a Paris based design
studio- Shining Strategic design, to craft a new logo and corporate
slogan. Its work involved understanding the perceived and potential value
of the brand where everything from colours and symbols to the typeface,
was evaluated.

The work also involved looking at the potential of the market and seeing
where BIL could venture in future. Research showed that the brand
'Britannia' was synonymous with trust and quality, and the wide
portfolio of products was seen as a source of strength...

THE BALANCING ACT:

For BIL, the new identity, laid the base to project its future as a
successful food company- a company that provided high quality and
tasty, yet healthy foods and beverages. Analysts felt that BIL seemed to
have realised that its customers weren't really buying biscuits; they were
buying health, nutrition, and food...

THE ROAD AHEAD:

BIL's makeover plan seemed to have worked well. The sales increased
from Rs 752.3 crore in 1996-97 to Rs. 1169 crore in 1999-00 and net
profits increased almost 4 times since 1996-97. Although BIL's biscuit
business seemed to have done well, its diversification into dairy segments

22
did not seem to be an unqualified success.

Analysts observed that the value-added dairy market which BIL had
targeted was a minuscule 0.10 per cent of the market. While the size of
the cheese market was a mere Rs 140 crore, it was growing at 20 per
cent per annum...

TOP COMPETITORS FOR BRITANNIA.

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.

The following companies are the major competitors of Britannia

Industries ltd.

1. Nestle India Ltd.

2. ITC Corporation Ltd.
3. Parle Products Ltd.
4. Surya Foods & Agro Ltd.(PRIYA GOLD)
5. Nutrine Pvt. Ltd.
6. Kelloggs Ltd.
7. Sara Lee Products Pvt. Ltd.
8. United Biscuits Pvt. Ltd.

IMPORTANT BRANDS PITCHED AGAINST EACH OTHER

Category Britannia Parle Leader

Glucose Tiger Parle -G Parle-G
Marie Marie Parle Marie Marie Gold
Gold
Salty snacks 50-50 Krack Jack Krack Jack

23
Choco chips Good day Hide n seek Good day
Milk Milk bikis Milk sakhti Milk bikis
Bourbon Bourbon Hide n Bourbon
Seek
Nice Nice ------ Britannia
Nice
Multi grain Nutri ----- Nutri choice
choice
Cream Cream Kreams Cream
Treat treats
Cookie Good day 20-20 Good day

So the battle for market share continues and advantage is for consumers

ADVERTISEMENT STRATEGIES OF BRITANNIA.

Even as Britannia Industries Ltd (BIL) is unwrapping a new advertising

strategy for its relaunched brand MarieGold, Parle Products Pvt Ltd has
roped in Ogilvy & Mather India to design the advertising plans for its yet-
to-be launched brand Monaco Bites. With the entry of Hindustan Lever
Ltds biscuit brand Modern Energy Biscuits, competition is hotting up in
the Rs 2,500-crore Indian biscuits market.

For starters, BIL has recently relaunched its flagship brand MarieGold
with value additions in a bid to rejuvenate the brand. Along with the
relaunch, the company has also revamped the advertising and packaging
strategy of the brand in the overcrowded category.

Strapped with a new tagline Packed with wheat energy, the new avatar
of MarieGold in a new packaging hit the Indian marketplace just a few
days ago. The company is still in the process of rolling out the
relaunched brand across the country, inform sources from the company.

And to announce the relaunch of MarieGold, BIL is rolling out a multi-

media ad campaign which includes press advertisement, television
commercials and radio advertising, says Lowe India (Bangalore) vice-
president Preeti Maroli. Well be using all the media vehicles that are
available. To start with, we have launched a television commercial in

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Hindi. Very soon, we will roll out print ad campaign first in Hindi. Later
we will go for press ads in English, she adds.

To support the mass media ad campaign for its relaunched brand, the
agency will be using below-the-line activities too, says Ms Maroli. The
agency also has plans to put up hoardings and banners as part of its
outdoor media strategy. As for our ad strategy, we have used the health
plank to highlight the the benefit of wheat energy in the relaunched
MarieGold. And of course, we have revamped MarieGolds packaging
strategy with the relaunch, adds Ms Maroli.

On the other hand, Parle Products Ltd has hired the services of Ogilvy &
Mather India to create communication plans for its new product called
Monaco Bites. Says Ogilvy & Mather India executive director Nishi Suri:
Amid stiff competition, we won this new account. The other agencies in
the fray were Everest Communications and Grey Worldwide. Its a
prestigious account as our client plans to launch Monaco Bites in
different flavours, including cheese.

According Ms Suri, Ogilvy & Mather has been handling the ad account of
Parle KrackJack for the last 15 years. Our ad campaigns for Monaco.

DATA ANALYSIS

Q. 1: Britannia is my preferred brand always.

Option Response Percentage

Strongly Agree 9 28.12%
Agree 15 46.87%
Partially Agree 6 18.75%
Not Agree 2 6.25%

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INTERPRETATION:

1. Almost 75% respondents respond that Britannia is their preferred

brand.

2. Very few like 6% of respondents respond that Britannia is not their

preferred brand.

Q. 2: I never buy any other Brand except Britannia.

Option Response Percentage

Strongly Agree 1 3.12%
Agree 6 18.75%
Partially Agree 12 37.50%
Not Agree 13 40.62%

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INTERPRETATION:

1. Almost 23% respondents respond that Britannia is their preferred

brand.

2. Almost 41% of respondents respond that Britannia is not their

preferred brand.

Q. 3: Britannia given the best quality compare to other brands.

Option Response Percentage

Strongly Agree 11 34.37%
Agree 12 37.50%

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Partially Agree 6 18.75%
Not Agree 3 9.37%

INTERPRETATION:

1. Almost 72% respondents respond that Britannia gives best quality.

2. Very few like 10 % of respondents respond that Britannia is not that

much of good.

Q. 4: Price of the product important for me and I prefer Britannia as

it is reasonable.

Option Response Percentage

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Strongly Agree 10 31.25%
Agree 10 31.25%
Partially Agree 5 15.62%
Not Agree 7 21.87%

INTERPRETATION:

1. Almost 62% respondents respond that Britannia is affordable.

2. Almost 22% of respondents respond that Britannia is not affordable.

Q.5: I always prefer the Britannia because of their effective

advertisements/promotions.

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Option Response Percentage
Strongly Agree 1 3.12%
Agree 8 25.00%
Partially Agree 12 37.50%
Not Agree 11 34.37%

INTERPRETATION:

1. Almost 28% respondents respond that Britannia gives effective

advertisements/promotions.

2. Almost 35% of respondents respond that Britannia is not gives

effective advertisements/promotions.

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Q. 6: I like the brand ambassador Of Britannia.

Option Response Percentage

Strongly Agree 5 15.62%
Agree 6 18.75%
Partially Agree 6 18.75%
Not Agree 15 46.87%

INTERPRETATION:

1. Almost 34% respondents respond that they like brand ambassador Of

Britannia.

2. Almost 47% of respondents respond that they dont like brand

ambassador Of Britannia.

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Q. 7: Package of the product important for me and packaging of
Britannia is attractive.

Option Response Percentage

Strongly Agree 7 21.88%
Agree 9 28.12%
Partially Agree 7 21.88%
Not Agree 9 28.12%

INTERPRETATION:

1. Almost 50% respondents respond that they like attractive packaging of

Britannia.

2. Almost 29% of respondents respond that they dont like packaging of

Britannia.

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Q. 8: Britannia always gives attractive discounts and offers.

Option Response Percentage

Strongly Agree 7 21.88%
Agree 6 18.75%
Partially Agree 9 28.13%
Not Agree 10 31.25%

INTERPRETATION:

1. Almost 40% respondents respond that they agree Britannia always

gives attractive discounts and offers.

2. Almost 32% of respondents respond that they dont agree Britannia

always gives attractive discounts and offers.
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FINDINGS

1. Britannia is most preferred brand

Almost 75% respondents respond that Britannia is their preferred brand.
Almost 23% respondents respond that they only prefer Britannia and
not buy any other brand..

2. Britannia gives the best quality.

Almost 72% respondents respond that Britannia gives best quality.

Very few like 10 % of respondents respond that Britannia is not that
much of good.

3. Britannia is economical.
Almost 62% respondents respond that Britannia is affordable.

Almost 22% of respondents respond that Britannia is not affordable.

4. Advertisements are not much effective

Almost 28% respondents respond that Britannia gives effective

advertisements/promotions.

5. Britannia is average in Packaging and need to improve.

Almost 50% respondents respond that they like attractive packaging of

Britannia.
Almost 29% of respondents respond that they dont like packaging of
Britannia.

6.Most of the customer don have impact of the brand ambassador

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Almost 34% respondents respond that they like brand ambassador Of
Britannia. Almost 47% of respondents respond that they dont like brand
ambassador Of Britannia.

7. Britannia is average in Discounts and Offers.

Almost 40% respondents respond that they agree Britannia always gives
attractive discounts and offers.
Almost 32% of respondents respond that they dont agree Britannia
always gives attractive discounts and offers.

SWOT ANALYSIS OF BRITANNIA

Strengths:

Companies have strong brand reputation because of low price and

high quality.

Britannia is a largest company in the Indian Food Processing

Industry.

Company have extensive distribution channel.

Company regularly launches new innovative products and brand

extensions.

Weaknesses:

Company highly depend on Indian Market.

Company facing fluctuating cash from its various operations.

The company is facing tuff competition.

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Opportunities:

Moving into new market segments that offer improved profits.

Changing consumer preferences.

Increasing demand for sugar free, diet biscuit.

Threats:

Hike in cost of production due to hike in raw material cost.

Increasing distribution cost.

New competitor in market.

Price wars with competitors.

Competitor has a new, innovative product and service.

SUGGESTIONS AND CONCLUSION

The strong points of the Britannia are their brand name and quality they

offer. But they also need to improve in some areas like packaging,

advertisements and promotions. The following suggestions will be helpful

for Britannia to face the competition:

1. Britannia needs to improve their packaging and advertisements

are lot of new competitors are coming into this industry

2. Lot of opportunity in the segments of sugar free, diet biscuit

therefore needs to concentrate on this segments

3. Britannia needs to offer seasonal discounts and offers.

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 4. Special marketing strategies needs to be design for the rural

market as it is biggest untapped market of the India

The Britannia is market leader in the India. They are still concentrated

more on the Indian market. they need to broaden their scope and needs

to globalised their brand.

BIBLIOGRAPHY/REFERENCES

Web-sources:

1. www.britannia .co.in
2. www.money.rediff.com

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