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Assignment-2, Digital Marketing Campaign Proposal

Britannia Biscuits is India's largest biscuit brand that was established in 1892 in Kolkata. Over the past century, Britannia has expanded its product portfolio and geographic footprint to become a multi-billion dollar company. Britannia employs a variety of marketing strategies including segmentation, promotions tied to cricket and movies, and focusing on quality to maximize market share. These strategies have contributed to Britannia's financial success and growth as the leading biscuit brand in India.

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79 views3 pages

Assignment-2, Digital Marketing Campaign Proposal

Britannia Biscuits is India's largest biscuit brand that was established in 1892 in Kolkata. Over the past century, Britannia has expanded its product portfolio and geographic footprint to become a multi-billion dollar company. Britannia employs a variety of marketing strategies including segmentation, promotions tied to cricket and movies, and focusing on quality to maximize market share. These strategies have contributed to Britannia's financial success and growth as the leading biscuit brand in India.

Uploaded by

parth limbachiya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Assignment-2,

Digital Marketing Campaign Proposal

Executive Summary:

Established in 1892, Britannia Biscuits has evolved into India's premier biscuit brand,
achieving significant milestones in its journey. From modest beginnings in Kolkata, the
company crossed 60% of shares by 1978, leading to the renaming of Britannia to Britannia
Industries Limited (BIL). By 1983, it surpassed Rs 100 crores in revenue, and in 1992, it
celebrated its Platinum Jubilee. The unveiling of "Eat Healthy, Think Better" in 1997 marked
a shift towards a 'quality and value' proposition. The "Britannia Khao, World Cup Jao"
promotion in 1999 elevated brand awareness, solidifying Britannia's position as India's
largest biscuit brand in the 21st century.

Market Environment:

Operating in the public food industry, Britannia, headquartered in Bangalore, deals in


biscuits, rusk, dairy products, bread, and cakes. A strategic joint venture with Khimji Ramdas
Group in 2007 expanded the brand's footprint to the Middle East under the 'Nutro' brand.

PEST Analysis:

Political Factors: Britannia navigates state and central food regulations, stringent tax rules,
and other government regulations.

Economic Factors: The company thrives amidst a rising Gross Domestic Product (GDP),
increased disposable income, and concerns over rupee appreciation.

Social Factors: With 70% of the population under 35 years, Britannia benefits from a socially
aware consumer base.

Technological Factors: Continuous process improvement and product innovation contribute


to Britannia's success.
Competition:

Competing with Parle-G, Britannia holds 17-18% of the biscuit market share in India, with a
sales turnover exceeding Rs 20 billion. Parle-G dominates with a 70% market share.

SWOT Analysis:

Strengths:

- Broad distribution network

- Innovative product offerings

- Celebrity endorsements

- Strong brand slogan: "Eat Healthy, Think Better"

- Diverse product portfolio

Weaknesses:

- Intense competition with Parle and Nestle

- High industry and technology investments

- Potential loss of focus due to varied brands

- Accessibility challenges for lower-income groups

Opportunities:

- Consumer willingness to try newer variants

- Employment generation

- Strengthening health-focused brands like NutriChoice

- Potential for mergers due to increased competition

Threats:

- Resource utilization challenges

- Quality compromise for higher profits

- Intense market competition


- Unpredictable changes in consumer demands

- Government-imposed restrictions

Marketing Strategy:

Britannia employs diversification, market segmentation, targeting, positioning, and a growth


strategy. Emphasis on building relationships with customers, global expansion, and
innovative promotions, particularly leveraging sports and movies, contributes to the brand's
success.

Marketing Mix:

Product: Britannia offers a diverse product range, including biscuits like Marie Gold, Treat,
Milk Bikis, and Tiger, along with dairy delights, bread, and confectionery items.

Place: Initially selling in India, Britannia has expanded its reach to the Middle East, Sri
Lanka, the USA, Ghana, Saudi Arabia, and Kuwait.

Price: Adopting a market penetration pricing strategy, Britannia focuses on quality to


maximize market share and introduce new product lines.

Promotion: Innovative promotions, especially those tied to cricket and movies, contribute
significantly to brand visibility and consumer engagement.

Evaluation of Strategies and Tactics:

Britannia's financial success, with sales growth of 27.5% and a 20% boost in volume,
showcases the effectiveness of its strategies. The company's focus on consumer needs,
exemplified by introducing NutriChoice Diabetic Biscuits, aligns with market trends.

Conclusion:

From a small-sized enterprise to a global giant, Britannia's journey reflects strategic acumen,
adaptability, and a commitment to consumer satisfaction. By responding to evolving
consumer preferences, leveraging global markets, and implementing innovative marketing
strategies, Britannia has secured its place as a leading brand in India and beyond.

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