Britannia is an Indian food company established in 1918 in Kolkata. It produces biscuits, breads, and dairy products. Britannia holds a leading market share for biscuits in India and has a wide range of biscuit products targeted at different customer segments. The company uses a multi-pronged marketing strategy including advertising, promotions, and segmentation to target its large customer base across India. It faces competition from other biscuit companies but maintains an edge through high quality products and brand recognition.
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Britannia is an Indian food company established in 1918 in Kolkata. It produces biscuits, breads, and dairy products. Britannia holds a leading market share for biscuits in India and has a wide range of biscuit products targeted at different customer segments. The company uses a multi-pronged marketing strategy including advertising, promotions, and segmentation to target its large customer base across India. It faces competition from other biscuit companies but maintains an edge through high quality products and brand recognition.
Original Description:
Presentation on overall marketing analysis of Britannia Industries Ltd.
Britannia is an Indian food company established in 1918 in Kolkata. It produces biscuits, breads, and dairy products. Britannia holds a leading market share for biscuits in India and has a wide range of biscuit products targeted at different customer segments. The company uses a multi-pronged marketing strategy including advertising, promotions, and segmentation to target its large customer base across India. It faces competition from other biscuit companies but maintains an edge through high quality products and brand recognition.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
Britannia is an Indian food company established in 1918 in Kolkata. It produces biscuits, breads, and dairy products. Britannia holds a leading market share for biscuits in India and has a wide range of biscuit products targeted at different customer segments. The company uses a multi-pronged marketing strategy including advertising, promotions, and segmentation to target its large customer base across India. It faces competition from other biscuit companies but maintains an edge through high quality products and brand recognition.
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Btitannia
Abhijit Samanta Banani Aich
International School of Business & Media Britannia industries limited Company profile Established in 1918 as a small bakery in Dum dum,kolkatta with an initial investment of Rs. 295. Company milestones. Different products of Britannia Britannia Market Share(Kolkata):- üBRITANNIA'S FOOD STRATEGIES
BISCUITS: Target customers to capture growth
in each category by segmenting the market both along conventional lines and through segmentation Advertising &sales promotions
Developing and managing an advertising program
includes
1. Selecting the objective
2. Deciding on the advertising budget
3. Developing the advertising campaign
4. Choosing the communication vehicle
5. evaluation
6. Product overview P ro d u ct P rice Q u a n tity O th e r N a m eKhin Britannia Rs. 22 A v a ila b le ( G m In fo rm a tio n 370
Britannia Marie Rs. 21 .)
370 50 gm. Free
Britannia Cream Creaker 24 275
(Zira) Britannia Cream Creaker 20 275 (Salted) Britannia Good Day (Kaju) 22 200 Available in Rs.6 & 100gm. Pack. Britannia Good Day (Butter) 21 300 Rs.5 pack available.
Britannia Milk Bikkis 5,10,15
Britannia Milk Cream 23 200
Britannia Nice (With Sugar) 10 100
17 200 Britannia Burbon Cream 5,12,21
Britannia Orange Cream 17.50 200
Marketing Strategy A strong quality of the product and customer satisfaction:
Behavioral Segmentation:- Benefits User Status Usage Rate Target Markets Being a very familiar consumer product they basically use a full market coverage strategy with different products.
With various types of products for different regions of
country as well as products for different needs are in Britannia. They tries to become largest biscuit supplier in the country. With these products they targets the whole consumer market. Brand Positioning With different various products Britannia do not only positions as a biscuit manufacturer. But they also give very much importance over food quality. They basically position themselves as a manufacturer of food with delivering higher quality and cost benefits values to their customers.
Their packaging of the products also defines
themselves as a company for every consumer with different pricing options.
This strategy helps the company to capture a huge
market share.
TRUE INFORMATION ... GUARANTEED !!
Primary Data: - We conducted a market survey to find out
various factors.
Sample Size: - 7 Shops.
Location: - Shops in Behala, Kolkata region.
Questioner: - Question regarding types of product,
Quality, Price over various brands.
Secondary Data: - Internet, www.britannia.co.in
Major market competitors
Biskfirm Priya Gold Parle-G Jaya Comparison on Quality Comparison on Price
Th o u g h t h e p ric e is o f Brit a n n ia is a b it h ig h t h a n t h e o t h e r c o m p e t it o rs b u t t h e re is n o t s u c h h u g e d iffe re n c e a n d it ’s t h e q u a lit y t h a t is t h e c a u s e o f Brit a n n ia ’s d e m a n d . DEMOGRAPHY OF THE BRAND BRITANNIA Fl it y e xi bi l b l a 25 ilit v ai 0% % y A 2
Britannia QU AT i t y 28 IT bil % Y d a o r % ff 2 7 A MARKETING …the essence PRODUCT PRICE Ø Own Factories & Warehouses. Ø A wide price range. Ø A proactive research & development cell. Ø Small packs of Rs.3, Rs.5, Rs.10. Ø Huge variation in product categories. ØDiscounts in the sense of more quantity. ØA wide choice of products for customers. ØAbsolutely affordable price range.
PLACE PROMOTION Ø Advertising with very strong brand value. Ø To every city , urban, rural area. ØAdvertising with a tag “ Eat Ø Strategic positioning of retail outlets. Ø Huge strong distribution networking Healthy, Think Better.” channel. ØCapturing a huge share of market. ØVariation in products depending on place actually promotes the sell of the particular product. WEAKNESS STRENGTHS Ø • Decreases nutritional value •Easily available in various forms •Provide good Instant Remedy for hunger in •Increases the cost of food product the form of readymade food •Industry and technology requires high •Widely accepted in all Generations investment • Ø
OPPURTUNITIES THREATS •Increase economy of India •Generate employment opportunity •Many companies are result oriented •Good quality of Goods •Increase in pollution •Provide competition to foreign companies •Improve living standard •Sometimes provide poor quality of product for more profit •Lack of Technology
