Britannia - Marketing ( 4p's, STP, BCG Matrix, SWOT analysis, recommendations )

1. -DEEPTI SHARMA
-DIVYANSHI DAYALANI
-RISHABH KUMAR
DIVYANSHI DAYALANI

2. Dealer – Mr. Sumit Gupta
Address – Shubh Labh traders,
Nehru main road, Adarsh Nagar,
Delhi
Phone number- 91-11-33077593,
9810166385

3. What are FMCG goods??
FMCG goods are popularly known as consumer packaged goods. Items in this category
include all consumables (other than groceries/pulses) people buy at regular intervals.
The most common in the list are toilet soaps, detergents, shampoos, toothpaste,
shaving products, shoe polish, packaged foodstuff, and household accessories and
extends to certain electronic goods. These items are meant for daily of frequent
consumption and have a high return.

4. FMCG INDUSTRY OVERVIEW
India accounts for 0.68% of global FMCG market.
Currently at, $49 billion .
Growing awareness, easier access, and changing lifestyles have been the
key growth drivers for the sector.
43%
22%
12%
23%
market share
Food Personal care Fabric Others

5. Britannia overview
• Established in 1892
• Headquarters in Kolkata.
• Product variants – Bakery, Confectionary & Daily
• Public issue in 1978
• Identity : “Eat healthy, think better”
• Chairman : Nusli N Wadia
• Working under Wadia group
• Britannia was awarded the global performance excellence award by
APQO, 2012

7. Vision and mission of Britannia
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 & beverage market of India through a profitable
range of “ tasty yet healthy” products by making every Indian a Britannia consumer.

8. Marketing mix

9. Product
 Company created a very high quality
products
 Cost leadership
 Leading brand in biscuit industry

10. REFERENCE : http://www.goodreturns.in/company/britannia-industries/product-mix.html

11. Price
Pricing strategy : Competitive pricing is the sole pricing strategy which Britannia uses.
Products prices ( In Rs.)
Biscuits : Good Day 10
Nutrichoice 20
Marie gold 15
Tiger 5
Jim jam & treat 18
Bourbon 20
Little hearts 10
Bread 20
Cake 25
Cheese 129

12. Place
Registered office,
Executive office,
R&D Center
Kolkata
(1892)
Research &
development center
Bangalore
(1989)
Chennai
Uttaranchal
Odisha
Delhi
Mumbai

14. Promotion
 Advertisement : Television, newspaper, magazines
 Sales promotion : Small pack of 50-50 with Good day, Free seasonal discounts
 It has been a sponsor of many cricketers on bat & t-shirts
 Event : “Britannia khao, world cup jao” in 1999,
 Campaign of Eat healthy, think better, 1997

15. Magazines & Newspaper

16. Facebook page

18. Segmentation targeting & positioning
Market segmentation -
Demographic segmentation
 Age:
• Kids-Fruit Rolls, Tiger & Treat
• Matured People-Good Day,
Cream Cracker
• Youth– Little Hearts, Cream
Biscuits
 Income:
• Lower Income Group- Tiger,
Marie
• Higher Income Group-Good day,
NutriChoice
 Gender: For both Male & Female
Behavioral segmentation
 Benefits:
• For Health Benefits; All Nutri
Products, Tea Time Snack Biscuits
&Sujie Toast
• Occasion- Snack Biscuit, Fruit Rolls
for occasion purposes.
Niche segmentation
 Britannia Slice Cakes and
Britannia good day are
designed for the people who
actually also wants some
food characteristics in a
biscuit.
 Different cream biscuits are
also made for the people
who love to have a biscuit
with cream

19. Targeting
• Britannia Tiger-Low Price & Low Income Group
• Britannia 50-50-Tea Snack & Kids
• Britannia Marie Gold-Biscuit & Family Size.
• Britannia Good Day- Higher Income Group
• Treat Fruit Rolls-Children, during celebration & Occasion time.
Positioning
• TIGER: Positioning is done for modern mother
• LITTLE HEARTS: : Positioning is to be a snacks
• GOOD DAY: Positioning is as everyday biscuits which bring happiness in everyone's lives
• MARIE GOLD: Positioning as a healthy biscuits with proteins ( sugar free)

20. BCG MATRIX
Bourbon
Pure magic
Nutrichoice & dairy
based product

21. SWOT ANALYSIS
• Britannia has been around 120
years in the industry
• Brand portfolio
• Wide range of bakery products
• Strong presence in rural market
• Market leader in bakery
• Lower market share for Britannia
in dairy segment
• Heavy expenditure on
advertising and marketing
• Similar products produced by
many companies
• Overseas Market
• Changing lifestyle & demand
for healthier food products
• Increase its share in the dairy
industry
• Lower price offering
competitors can affect
Britannia's market share
• Local dairies and bakeries can
cause business losses

22. Recommendations
 Focus on chocolate segment product to match up with competitors i.e ; Nestle & Cadbury
 Work on pricing on the dairy products to capture more market share
 Focus on overseas market : It is established in Indian market only, They take subsidiaries from Dubai &
Oman