This presentation deals with the marketing front of various Britannia biscuits and is marketability in current indian market. apart from that this presentation also tries to derive customer value proposition by the means of segmentation targeting and positioning. various elements of marketing apart from STP has been used such as USP tag line, competition, pricing comparison in contrast to its competitors and evaluation of the same. other than that primitive marketing strategy of Britannia and advertising along with the 5 M's of advertising in context to Britannia is also explained here. DISCLAIMER- certain data in this slide has been taken from other materials like dox and slides.

1. BRITANIA - BISCUIT
Armaan Anand

3. History
 The company was established in 1892.
 Biscuits were manufactured in a small house in central Kolkata.
 Later, the enterprise was acquired by Gupta brothers mainly
Nalin Chandra Gupta.
 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.
 Biscuits were in big demand during World War II, which gave a
boost to the company’s sales.
 The company name finally was changed to the current
"Britannia Industries Limited" in 1979.

4. INITIAL INVESTMENT…ANY GUESS?

5.  Investment of Rs 295.[

6. BRITANIA BISCUIT
 The company's factories have an annual capacity of 433,000
tonnes.
 In a separate dispute from the shareholder matters, the
company alleged in 2006 that Danone had violated its
intellectual property rights in the Tiger brand by registering and
using Tiger in several countries without its consent.
 The dispute was resolved in 2009 with Britannia securing rights
to the Tiger brand worldwide, and Danone paying Rs220 million
to utilise the brand.

7. BRANDS
 Vita Marie Gold
 Tiger,
 Nutrichoice Junior,
 Good day,
 50 50
 Treat
 Pure Magic
 Milk Bikis
 Good Morning
 Bourbon,
 Thin Arrowroot
 Nice
 Little Hearts

8. Vita Marie

9.  A Marie is a type of sweet biscuit similar to a Rich
tea biscuit.
 It is made with wheat flour, sugar, vegetable oil
and, unlike the Rich tea biscuit, is typically vanilla
flavoured.

10. Consumption pattern
 Like the Rich tea biscuit, many consider the Marie's plain
flavour particularly suitable for dunking in tea.
 Other popular methods of consuming the biscuit
includes using two to make a sandwich with butter and
marmite or condensed milk spread in between;
covering it with golden syrup; or crumbling it up in
custard and jelly.

11.  Marketing

12. TAG LINE
Tea time mein jaan daal de

13. USP
 Healthy tea time biscuit.

14. STP
Segment Taste and Quality conscious children and adults
Target Group All age groups middle and upper class people
Positioning A biscuit to be had along with tea

15. COMPETITION
Competition
Competitors
1. Parle Marie
2. Priya Gold Marie
3. Local and imported Marie

16. PRICING
 BRITANIA MARIE - Rs 27 To 30
 Parle marie – Rs 25 to 27
 Priya gold marie – Rs 30 to 35.
 Very competitive price with excellent
brand recognition

17. SWOT ANALYSIS
Strength
 Pricing is low which gives advantage for a high quality
product
 Good advertising and visibility through TVCs and print
ads
 Good product quality and packaging
 Britannia's distribution and brand name has strong
impact
 Marie is recommended by dieticians as a perfect snack
to take with tea etc

18. Weakness
 Many competitors in this segment means limited market
share
 Customer loyalty is lesser in food markets and there is
high brand switching

19.  .Opportunity
1. Tie-up with corporates/hotel chains
2. Perfect companion for Coffee/Tea so can
be marketed with Coffee chains

20.  .
Threats
1. Threat from wafer and salted snacks segment
2. Similar local and international branded biscuit
categories.
3. Parle innovated Digestive Marie

21. TIGER BISCUIT

22. Consumption pattern
 No particular determined
 Is used at marie substitute as times.
 KIDS focused due to branding

23. 
Marketing

24. TAGLINE
Eat Healthy, Think Better

25. USP
 High Iron content for children.

26. STP
STP
Segment Children segment
Target Group Young growing children
Positioning
Everyday biscuit for stronger body and sharper
mind

27. COMPETITON
Competitors
 Parle G

28. PRICING
 PARLE G – Rs 5
 TIGER – Rs 10 to 25
 Though Parle G had clear price
advantage. Britania counters by
producing multi flavour of the same brand
like orange, vanilla, chocolate, strawberry
and more and further increasing the
visibility by targeting kids segment.

29. SWOT ANALYSIS
 Strength
 Pricing is low which gives advantage for a
high quality product
 Good advertising and visibility to tap
children
 Good product quality and packaging
 Britannia's distribution and brand name
has strong impact

30.  Weakness
 Many competitors in this segment means
limited market share
 Food product means limited shelf life if
retailer or grocery doesn't sell on time

31.  Opportunity
 Tie-up with schools as a part of meals
 Untapped rural market and global market

32.  Threats
 Similar biscuit categories.
 Other food products or snacks needed for
growing children.
 Customer brand switching is high.

33. Little Hearts

34. Consumption Pattern
 Time Pass Biscuit
 Mainly based on impulsive capitalization.
 Little Hearts is targeted towards the
growing youth segment.

35. Marketing

36. TAGLINE
 Melt in the mouth,
 Dil sabka actually sweet hai,
 'Direct Dil Se'

37. USP
 First time sugar-coated biscuits were
retailed in pouch packs.

38. STP
Segment Youth segment
Target Group
Young adults, middle income, youngsters who
openly express their feelings
Positioning
Biscuits which would help youngsters to openly
express their feelings

39. COMPETITION
 Parle Hide n Seek

40. PRICING
 Britannia little hearts – Rs 5 to 12
 Pale Hide n Seek – Rs 25
 Price wise Britannia has a clear major
edge over Parle.

41. SWOT ANALYSIS
 Strength
 Pricing is low which gives advantage for a high
quality product
 Good advertising and visibility
 Good product quality and packaging
 Britannia's distribution and brand name has strong
impact
 Unique sugar-coated and heart shaped biscuits
are very popular amongst youth

42.  Weakness
 .Lower presence in rural markets
 Low visibility as compared to salted snacks

43.  Opportunity
 Untapped rural market
 Utilising uniqueness of sugar coated snack

44.  Threats
 Threat from wafer and salted snacks segment
 Local sweet and bakery manufacturers

45. GOOD DAY

46.  This rich biscuit enjoys a fan following of consumers
across all ages.
 Good Day is amongst the fastest growing brands
in Britannia's portfolio and is today the market
leader with almost 2/3 share of the market. The
brand is synonymous with everyday treats that
infuse happiness into people's daily lives.

47. Consumption pattern
 Time Pass Biscuit
 Mainly based on impulsive capitalization.
 Come in assorted segment to
Psychologically target premium segment
of all age

48. Marketing

49. TAGLINE
 Iska toh ho Gaya Re Good Day

50. USP
 Healthy biscuits with cashew and butter

51. STP
Segment Quality conscious children and adults
Target Group
All age groups Lower, middle and upper class
people
Positioning
Everyday treats that infuse happiness into people's
lives

52. COMPETITION
 Unibic Cookies
 Parle Cookies

53. Pricing
 GOOD day – Rs 27 – 30
 Unibic Cookies – RS 40 or more ( assorted
segment)
 Parle – Rs 25 – 30

54. SWOT ANALYSIS
Strength
 Pricing is low which gives advantage for a high
quality product
 Good advertising and visibility
 Good product quality and packaging
 Britannia's distribution and brand name has strong
impact

55. Weakness
 Many competitors in this segment means limited
market share
 Food product means limited shelf life if retailer or
grocery doesnt sell on time

56. Opportunity
 Tie-up with schools and corporate as a part of
meals
 Untapped rural market

57. Threats
 Severe threat from wafer and salted snacks
segment
 Similar biscuit categories coming up fast

58. BOURBON

59. Consumption pattern
 Impulsive
 Focuses on kids
 Focuses on Indian family as a premium
sandwich biscuit.

60. Marketing

61. TAGLINE
 Andar se kuch, Baahar se kuch

62. USP
 Thick, rich and delicious chocolate packed
between two crunchy chocolate biscuits.

63. STP
Segment Quality conscious children and adults
Target Group All age groups middle and upper class people
Positioning
The biscuit you can carry when you hangout on
any occasion

64. COMPETITION
 Cadbury Oreo
 ITC Sunfeast Sandwich Biscuits
 Parle Hide n Seek

65. PRICING
 Bourbon – Rs 27
 Oreo - Rs 27
 Hide n seek – Rs 35

66. SWOT ANALYSIS
 Strength
 Price is an advantage as its reasonable for people
for spontaneous buying
 Good advertising and popularity specially
amongst children and youth
 Good product quality and packaging
 Nano packs, party packs, gift packs etc gives
choice to customers to buy
 Excellent distribution through Britannia's distribution
network

67. Weakness
 Limited target audience i.e. people who prefer
chocolate
 Global presence is limited. Also rural distribution is
not high

68. Opportunity
 Tie-up with corporates/hotel chains
 Launch various flavours for the cream
 Have more distribution in rural areas as well as
global markets

69. Threats
 Threat from wafer and salted snacks segment
 Similar biscuit categories e.g. Sandwich Biscuits
 Chocolates

70. 50-50

71. Consumption pattern
 This biscuit comes under snack biscuit.
 IT covers 1/3 of the market share.
 Projected as free time snack

72. Marketing

73. TAGLINE
 Very very tasty tasty

74. USP
 Sweet and salty

75. STP
Segment Quality conscious children and adults
Target Group
All age groups Lower, middle and upper class
people
Positioning Novel and exciting taste experience

76. COMPETITION
 Krack Jack
 Priya Gold

77. Pricing
 50 50 – Rs 10 to 30
 Krack jack – Rs 10 to 30
 Priya gold – RS 5 TO 30
 Though priya gold has clear price advantage
but it lacks the band visibility and presence as
the other two competitor

78. SWOT ANALYSIS
Strength
 Pricing is low which gives advantage for a high
quality product
 Good advertising and visibility
 Good product quality and packaging
 Variant such as Maska Chaska available to make
the brand stronger
 Britannia's distribution and brand name has strong
impact

79. Weakness
 Many competitors in this segment means limited
market share
 Food product means limited shelf life if retailer or
grocery doesnt sell on time

80. Opportunity
 Tie-up with schools as a part of meals or with food
chains/restaurants
 Untapped rural market

81. Threats
 Threat from wafer and salted snacks segment
 Similar biscuit categories

82. GENERAL PRICING STRATEGY
 All the biscuit under Britannia has kept
appropriate pricing.
 Every biscuit has economy packs to family
packs.
 This style covers every economic
segments in the market.

83. PROMOTION
 SALES-PROMOTION – e.g. Eat healthy ,Think
better, Buy Britannia ,see cricket ,eat only
Britannia
 Exchange 4 empty packs with a booklet ,
when Tiger was introduced in the market.
 Britannia supplied note books , scales pencils
to children in the name of its new brand of
cost .
 Britannia is providing small gifts in the Britannia
treats pack.

84. PUBLIC RELATION+ DIRECT MARKETING
 Buying biscuits means buying health
nutrition and food.
 Britannia conducted by Qualitative and
Quantitative research , surveying over
5000 consumers , how they perceived the
brand .

85. PLACE
 Communication Channel – T.V , RADIO , other
wireless
 Distribution channel – Big Bazaar , Retail shop
 They give first communication channel on
advertisement, promotion .
 They spend huge amount own money over to
distribution channel , they keep their product
in front of customer, they compel to customer
to purchase .

86. 5 M’s Of advertising
Measurement – in 2000
among top 300 forbes co.
and increases sales of 37%
Message-Britannia Khao
World Cup Jao
Money – 100 million on adv
promotion
Media- tv ,live spectators and
print
Mission-20% sales
increase and
brand saliency