TOPIC :

THE STUDY OF MARKETING

STRATEGY FOR BRITANNIA
INDUSTRIES LTD.

INDEX:
Sr.

TOPIC

No.

Pg.
No.

1.

Executive Summary Of Britannia.

2.

Introduction Of Britannia.

3.

History Of Britannia.

4.

Types Of Products Offered By Britannia.

5.

Product Introduction: Good Day.

6.

Target Market and Market Segmentation.

7.

SWOT Analysis.

8.

Market Mix Strategies.

9.

4 Ps of Britannia.

10.

Umbrella Brand Strategy For Good Day.

11.

Product Life Cycle Of Good Day.

12.

Overview of Company.

13.

Conclusion.

14.

Bibliography and Webliography.

15.

Word Of Thanks.

EXECUTIVE SUMMARY [Britannia Industries Ltd.]

Britannia Industries Limited is a major player in the ready to eat food segment with leadership
position in Bakery category. Its brand portfolio includes Tiger, Marie Gold, Good Day, 50:50,
Nutri choice and Treat.
The Company's plants are situated in Kolkata, Delhi, Chennai, Mumbai, Uttarakhand, Orissa &
Bihar with a capacity of 160,000 MT.
The company currently has 33% market share in the biscuit segment with leadership position in
various cream & cookies categories. The company has transformed itself from being a primarily
a biscuit company in FY08 with diversification efforts into other bakery products & dairy.
In two years there is a structural change in companys revenue and product mix from 90 percent
+ biscuit contribution to revenue to currently 77%. Britannia made its strong presence felt in
dairy this year and recently forayed into ready to eat Indian breakfast market & savory market.
We expect this new initiative to start yielding results from FY14.
Companys product categories are all growing at 15%+ while the overall l industry is growing at
10%+.

INTRODUCTION [Britannia Industries Ltd.]

The story of one of India's favorite brands reads almost like a fairy tale. 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 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.

Today, more than a century after those tentative first steps, Britannia's fairy tale is not only going
strong but blazing new standards, and that miniscule initial investment has grown by leaps and
bounds to crores of rupees in wealth for Britannia's shareholders. The company's offerings are
spread across the spectrum with products ranging from the healthy and economical Tiger biscuits
to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of
almost one-third of India's one billion population and a strong management at the helm means
Britannia will continue to dream big on its path of innovation and quality. And millions of
consumers will savour the results, happily ever after.
The company's factories have an annual capacity of 433,000 tonnes. The brand names of biscuits
include VitaMarieGold, Tiger, Nutrichoice Junior,Good day, 50 50, Treat, Pure Magic, Milk
Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice, Little Hearts and many more.

Tiger, the mass market brand, realised $150.75 million in sales including exports to countries
including the U.S. and Australia, or 20% of Britannia revenues in 2006.

History [Britannia Industries Ltd.]:

Britannia Industries Limited (BIL) is a major player in the Indian Foods market with leadership
position in Bakery category. Its brand portfolio includes Tiger, Marie Gold, Good Day, 50:50 and
Treat. The Company was born in 21st March of the year 1918 as a public limited company. The
Company's plants are situated in Kolkata, Delhi, Chennai, Mumbai and Uttarakhand. 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 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. A new factory
was established in the year 1924 at Kasara Pier Road in Mumbai. In the same year, the Company
became a subsidiary of Peek, Frean & Company Limited, U.K., a leading biscuit manufacturing
company, and further strengthened its position by expanding the factories at Calcutta and
Mumbai. In 1952, the Kolkata factory was shifted from Dum Dum to spacious grounds at
Taratola Road in the suburbs of Kolkata. During the same year automatic plants were installed in
Calcutta and later in 1954 the automatic plants were installed in Mumbai plant, also in the same
year the development of high quality sliced and wrapped bread in India was initiated by the
company and was first manufactured at Delhi and a new bread bakery was set up at Delhi in the
year 1965. Britannia Biscuit Company takes over biscuit distribution from Parry's during the
year 1975. In 1976, the company had introduced Britannia bread in Calcutta and Chennai.
During the year 1978, the company made Public issue, in that Indian shareholding crossed 60%.
The Company re-christened from Britannia Biscuit Company Limited to Britannia Industries
Limited with effect from 3rd October of the year 1979. The Company had signed a 10-year
technical collaboration agreement with Nebico Pvt Ltd., Nepal during the year 1980 for the
supply of know-how relating to manufacturing, packaging and marketing of biscuits and
selection of plant and machinery. During the year 1989, BIL's Executive Office was relocated to
Bangalore.

During the year 1990, two new brands of biscuits, Elaichi Creamand and Petit Beurre were
launched. Also, in the same year a new cashew badam variant of the brand Milk Bikis and brand
extension of pure magic biscuit Vanilla cream were launched, Fruit bread was launched in Delhi.
The Company launched two new speciality brands in the year 1991 viz., Britannia milk bread
and Britannia brown bread in Delhi and extended nationally its main brands Petit Beurre and
Elaichi Cream. In 17th August of the year 1991, the Company handed over its Soya unit at
Vidisha, MP to SM Dychem Ltd. BIL had celebrated its Platinum Jubilee in the year 1992. After
a year in 1993, Wadia Group had acquired the stake in ABIL, UK and becomes an equal partner
with Group Danone in BIL. The Company was in re birth phase during the year 1997, new
corporate identity 'Eat Healthy, Think Better' leads to new mission of 'Make every third Indian a
Britannia consumer' and in the same year BIL entered into the dairy products market. In 1998,
BIL had launched Half/Half, a soft cake filled with cream in two variants, chocolate-vanilla and
vanilla-orange. The Company had rolled out its flavored milk brand Zip-Sip' in tetrapaks in the
year 1999. Zip-Sip had been launched in Mumbai and some markets in the South. Forbes Global
Ranking was rated the company during the year 2000, Britannia among Top 300 small
companies. In the same year, the company had launched Britannia Milkman Butter, a product
under the Milkman brand. BIL made its fund in-principle agreement to acquire 49 per cent of
Kwality Biscuits in the year 2001 through internal accruals. During the year 2002, the company
had entered into a joint venture with the Fonterra Cooperative Group, New Zealand's biggest
company and one of the leading diary co-operative groups in the world and the Britannia New
Zealand Foods Pvt. Ltd was born. Pure Magic, the company's product was winner of the
Worldstar, Asiastar and Indiastar award for packaging in the same year 2002. After a year, in
2003, BIL had launched 'Treat Duet', most successful of the year and Britannia Khao World Cup
Jao rocks the consumer lives yet again. During the year 2004, Britannia accorded the status of
being a 'Superbrand' and the brand Good Day added a new variant Choconut in its range.
Reviewed marketing alliance with the Kolkata-based Thacker Dairy Products Pvt Ltd. In the year
2005, Britannia New Zealand had launched health drink for adult. The new plant in Uttaranchal,
commissioned during the year 2005, it was ahead of schedule. In the same year, launched yet
another exciting snacking option the Britannia 50-50 Pepper Chakkar. BIL had forged a strategic
alliance with CCD Daily Bread Pvt Ltd in the year 2006, a Bangalore based Company engaged
in manufacturing and retailing of premium breads, cakes snacks and high end ready to eat foods.

In the year 2007, Britannia industries formed a joint venture with the Khimji Ramdas Group and
acquired a 70 percent beneficial stake in the Dubai-based Strategic Foods International Co. LLC
and 65.4% in the Oman-based Al Sallan Food Industries Co. SAOG.
The company was rated as the No 1 Most Trusted Food Brand in a survey conducted by AC
Nielsen ORGO-MARG and published in Economic Times in the year 2007. Britannia launched
Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies', Low Fat Dahi and renovated
'MarieGold' during the period of 2008. BIL was ranked 27th place in the list of India's Fastest
Growing Large Companies by Business Today, Special on June of the year 2008.

Types Of Products Offered By Britannia:

Looking over wide number of products from Britannia. There are wide ranges of products from
Britannia and it is famous worldwide.Various products from Britannia like Biscuits, Bread,
Cakes, Rusk, and Dairy product sectors are as follows:

Biscuits:
Goodday.
Tiger.
MarieGold.
VitaMarie.
Bourbon.
Treat.
50-50.
Bread:
100% Whole Wheat Bread.
Cakes:
Cup Cakes.
Chunk Cakes.
Veg Cakes.
Dairy Products:
Cheese.
Butter.
Ghee.
Milk.
Dahi.

Goodday: The Brand Key Of Britannia.

Britannia Good Day was launched in 1986 in two delectable avatars - Good Day Cashew and
Butter. Over the years, new variants were introduced - Good Day Pista Badam in 1989, Good
Day Chocochips in 2000 and Good Day Choconut in 2004.

This rich cookie enjoys a fan following of consumers across all ages, loyal to the brand promise
of a great taste, evident from the visibly abundant ingredients. Good Day is among the fastest
growing brands in Britannia's portfolio and it has been the leader in the cookies category ever
since its launch. The brand is synonymous with everyday treats that infuse happiness into
people's lives.

After two decades of magnificent success; it was time to give the nation yet another reason to
have a good day. Abundance, goodness, indulgence and now unrestrained joy - that is the
message of this new campaign.

The new TT ad is the uncontrollable expression of the ticket collector's happiness and joy that is
stimulated by consumption of the cookie, that spreads cheer amongst the people around him
creating an atmosphere of shared joy that's unorchestrated and straight from the heart. The
celebration was taken to the IPL as Good day cheered along with a million cricket fans in the
stadiums, each screaming and proclaiming "Ho gaya re Good Day". The dazzling brilliance of
this endeavour, the contagious rhythm needs to be lived and spread through the nation, making
'Iska toh ho Gaya Re Good Day' a part of the common lingo and a way of life.

Good Day truly believes laughter and happiness are infectious, it transcends race, caste creed
unifying humanity in an inclusive emotion.

The brand perseveres to infuse cheer, hearten the nation and enliven lives. With its rightful place
on the front page of The Times of India, Good Day gifts the nation a priceless treasure, that of
spreading JOY!

 Types Of Britannia Goodday:

Butter.
Cashew.
Coconut.
Butterscotch.
Honey & Raisin.
Choclate Chip.
Pista Badam.

TARGET MARKET & MARKET SEGMENTATION.

Target Market: A target market is a group of customers towards which a business has decided to
aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first
element to a marketing strategy.
The marketing mix variables of product, place (distribution), promotion and price are the four
elements of a marketing mix strategy that determine the success of a product in the marketplace.
Britannia targets almost all class of people whether it may be of a high-class people consuming
Britannia Nutri Choice Hi-Fibre Digestive Biscuits costing around 55 Rs. or lower-class people
consuming Britannia Tiger/Britannia Marie costing around 5 Rs.
It has its main motto of covering all class of people. This is the reason why Britannia has
differently priced products for different class of people.
Market Segmentation: Market segmentation is a marketing strategy that involves dividing a
broad target market into subsets of consumers who have common needs and priorities, and then
designing and implementing strategies to target them.
Market segmentation strategies may be used to identify the target customers, and provide
supporting data for positioning to achieve a marketing plan objective. Businesses may develop
product differentiation strategies, or an undifferentiated approach, involving specific products or
product lines depending on the specific demand and attributes of the target segment.

Methods of Segmentation:

Geographical Segmentation: Area differentiation: different class of areas prefers different

type of product depending upon the standard of living of that particular area.

Demographical 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, Nutri Choice Gender: For both

Male & Female.

Behavioral Segmentation: For Health Benefits; All Nutri Products, Tea Time Snack
Biscuits & Sujie Toast User Status- Little Heart Biscuit & Time Pass for Lovers. Usage
Rate-Marie Gold is for High Usage Rate Customers. Occasion- Snack Biscuit, Fruit Rolls
for occasion purposes. Psychographic Segmentation Britannia has adopted itself
according to the convenience and lifestyle of the Indian consumers so Britannia came up
with a different and new product.

SWOT Analysis:
A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to evaluate
the strengths, weaknesses, opportunities, and threats involved in a project or in a business
venture. A SWOT analysis can be carried out for a product, place, industry or person. It involves
specifying the objective of the business venture or project and identifying the internal and
external factors that are favorable and unfavorable to achieve that objective.
Strengths:
Characteristics of the business or project that give it an advantage over others. Strengths of
Britannia are:

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.
Strong brand portfolio.
Focus on innovation.
Dominance in the higher margin non-glucose biscuit segment.
Monetary assistance provided.
Barriers of market entry.
High profitability and revenue.
Domestic market.
Existing distribution and sales networks.

Weaknesses: Characteristics that place the business or project at a disadvantage relative to others.
Weaknesses of Britannia are:
Many competitors in this segment means limited market share.
Food product means limited shelf life if retailer or grocery doesnt sell on time.
High dependence on Indian market.
Future competition.
Small business units.

Opportunities: Elements that the project could exploit to its advantage. Opportunities of
Britannia are:
Tie-up with schools and corporate as a part of meals.
Untapped rural market.

Emerging Indian dairy industry.

Increasing demand for healthy food products.
Growth rates and profitability.
New markets.
New products and services.
Income level is at a constant increase.

Threats: Elements in the environment that could cause trouble for the business or project. Threats
of Britannia are:
Severe threat from wafer and salted snacks segment.
Similar biscuit categories coming up fast.
Rising cost of raw materials.
Increase in labor costs.
Financial capacity.
Rising raw material prices.
Lawsuits and Litigations.
Intense Competition.

MARKET MIX STRATEGIES:

Eat Healthy. Think Better. Buy Britannia
The 80-year-old biscuit king is reinventing itself. Britannia now wants to become a foods giant,
with the newly-added tag of health and nutrition. What's more, with a clever formula of prices
and products, it is targeting every segment of the Indian market.
Who does not know Britannia Rules! During period of A day before the World Cup Of Cricket
1999 began in England on May 14, 1999, one of Britannia Industries' senior-most marketing
managers was spotted at Mumbai's Sahara International Airport-escorting a gaggle of excited
children, all of them sporting Britannia caps, Britannia T-shirts, and other assorted Britannia
paraphernalia. No, he wasn't test-positioning yet another brand of biscuits on a group of
unsuspecting young 'uns in an airport lounge. Those kids were actually some of the 100 megawinners of the Britannia Khao, World Cup Jao contest, being flown off on charters to Old
Blighty to watch the World Cup at Britannia's expense. See Cricket. Sleep Cricket. Eat Only
Britannia (sic!) so we can say that, this session is more powerful to catch the customer.
The marketing strategies for any company are not about a fixed concept. Rather it is full of new
challenges every day, and the companies must respond to it very positively. The market process
is applicable to more than goods and services. Anything related to market including ideas,
events, policies, prices and personalities comes under market strategy. However it is important to
emphasize opportunity in the market through market strategy.

The following strategies are basically adopted by Britannia in order to capture a good market
share.
1.

A strong quality of the product and customer satisfaction:

General customers are basically concerned about the quality of product rather than the price of
the product. In our survey we found that basically people are first looking for the quality. If good
quality is there in the product then they are only looking for the price. But if the quality is not
satisfactory they even dont looking about the pricing of the product. In this regard Britannia
always maintained much more importance over there product quality. Thats why they are among
the very successful brand of today.

2.

A growing relationship with customer and customer retention:

Now-a- days a good relation with the customer is very important for organization. Sale is totally
depending on the relation with the customers. Customer's retention is also a major aspect for
growing business. It means keep the old customer and try to make new customer. Britannias
customer relationship management is very strong which is one of the major causes of selling of
their product continuously.
3.

Focus on competitors activity:

Every organization should must be careful about its competitors step, because they can disturb
the growing sales process of the organization. Continuous watching over competitors strategies
and development help Britannia a lot.
4.

A growing emphasis on global thinking and local marketing planning:

Companies are increasing by pursuing market beyond their borders. When they enter other
countries they must follow the tradition of that country and also they make plan for local market
that which type of product has more demand and how can it run in the market.

5.

A growing emphasis on global thinking and local marketing planning:

Companies are increasing by pursuing market beyond their borders. When they enter other
countries they must follow the tradition of that country and also they make plan for local market
that which type of product has more demand and how can it run in the market. For Britannia
different variation in their product depending over various locations and the economic status of
the people is being very much helpful for the company.

6.

Promotional Strategy:

Under the market strategy promotional idea is very important. Organization provides some
schemes or rebates to retailers or consumers. They make advertisement according to convenient
of the people and the feature of the product. Sometimes Britannia comers to market with new
offerings and of course with cost benefits to the customers. Giving discounts over bulk purchase
also comes under this strategy.

4 Ps of Britannia Good Day.

Marketing Mix
Marketing Mix is a combination of marketing tools that a company uses to satisfy their target
customers and achieving organizational goals. McCarthy classified all these marketing tools
under four broad categories:
Product
Price
Place
Promotion
These four elements are the basic components of a marketing plan and are collectively called 4
Ps of marketing. 4 Ps pertain more to physical products than services. Below is an illustration
for marketing mix.
The important thing to note is that all these four Ps (variable) are controllable, subject to internal
and external constraints of marketing environment. Marketers, using different blends of these
variables, can target different group of customers having different needs. So, a customer may
call marketing mix the offering.

4Ps of BRITANNIA:
PRODUCT:
Britannia Good Day is an augmented product. Augmented products are those products which
have additional attributes in the product to differentiate it from the competitors products. They
try to add more attributes to improve the product and exceed the normal expectations of buyers
i.e. to delight them. Britannia Good Day enjoys a fan following of consumers across all ages who
are loyal to the brand and the biscuits promise of a great taste evident from the visibly abundant
ingredients like butter, cashew, pista badam, chocolate chips, nuts and dry fruits.
PRICE:
Pricing is one of the most important elements of the marketing mix, as it is the only mix, which
generates a turnover for the organisation. The remaining 3ps are the variable cost for the
organisation. It costs to produce and design a product; it costs to distribute a product and costs to
promote it. Price must support these elements of the mix. Pricing a product too high or too low
could mean a loss of sales for the organisation. Pricing should take into account the factors like
fixed and variable costs, competition, company objectives, proposed positioning strategies, target
group and willingness to pay.
PLACE:
As biscuits need to reach the consumer at their nearest locations. Britannia tries to reach the
point of sale i.e. retailers, kirana shops and also big retail units like Food Bazar and even exports.
PROMOTION:
Britannia works in close partnership to promote its biscuits with retailers. Promotion costs are
shared with retailers. The more retailers sell - the more Britannia is able to help them. Britannia
launches products that offer the company good returns, supporting these through brand building
and leveraging on its nationwide supply chain. Brand building is an integral part of Britannias
marketing philosophy with continued promotions for its various brands creating loyal customers
in the process.

Britannia bakes umbrella brand strategy for Good Day:

Britannia Industries Limited has chalked out an umbrella branding strategy for `Good Day'. As a
first step in this direction, the company rebranded its Merricake range of small cakes and
relaunched the same under the Britannia Good Day name in January this year. The company
plans to further grow the number of product offerings under the Good Day name. It has already
launched Good Day Plum Cake priced at Rs 35 for a 300 gm pack.
Good Day is one of Britannia's stronger sub-brands with a variety of offerings in the cookies
segment of the Rs 2,000-crore Indian branded biscuits market.
``The decision emanates from consumer research conducted late last year which highlighted
tremendous potential for the Good Day brand equity and its extension possibility to other
categories,'' says product manager Britannia Industries Limited, Somesh Dayal, commenting on
the fresh strategy for the Good Day sub-brand.
The GoodDay basket of small cakes address a variety of price points- including convenient packs
priced at Rs 5.00 to larger packs priced at Rs 20. In the future the company will grow the
GoodDay basket of goodies with the addition of new products with rich ingredients from time to
time. With the GoodDay range of cakes the company is looking at growing the nascent branded
cakes market in the country. Only one third of the small cake market is in the organised segment,
say analysts. Cakes currently contribute about two per cent to the Britannia's turnover.
The company enjoys a 25 per cent share of the market. The small cake market is however
dominated by Monginis with a 40 per cent market share. This despite the fact that Monginis, as
opposed to Britannia, is present in Western India only.
All Britannia products share the common communication platform of `Eat healthy, think better.'
However, sub-brands have developed distinct values and target audiences-for example, the NutriChoice range of biscuits which drives heavily from the `health' plank. GoodDay will hence be
positioned on the `source of richness' platform.

Says Dayal,``GoodDay will stand for a brand with rich ingredients, offering taste and eating
pleasure.'' GoodDay offers three variants of cookies in the branded biscuits market currently.
Britannia Industries leads in the Indian branded biscuits market - which are the revenue drivers
for the Rs 824 crore company. Rival Parle Foods Limited is currently number two in this market
with around 38 per cent market share.

PRODUCT LIFE CYCLE:

A new product passes through set of stages known as product life cycle. Product life cycle
applies to both brand and category of products. Its time period vary from product to product.
Modern product life cycles are becoming shorter and shorter as products in mature stages are
being renewed by market segmentation and product differentiation.

Stages of Product Life Cycle:

Product life cycle comprises four stages:
Introduction stage;
Growth stage;
Maturity stage;
Decline stage.

Introduction Stage:
This is a stage where the product is introduced. Here in this the market size and growth is not
much. Here in this stage, there comes a need for substantial research and development costs to be
calculated. Also, the product needs to be promoted and a proper distribution channel needs to be
designed.
Growth Stage:
This is a stage where there happens rapid growth in terms of sales and profits. Profits come up
because of the increased output, which is known as economies of scale and thereby some better
prices.

Maturity Stage:
This exists as the most common stage in all the markets. Here the competition exists at the peak
and all the companies in one industry fight in order to maintain their share. The marketing and
finance are the main key activities in this stage. This is the stage where the maximum profits are
earned by the market in total.
Decline Stage:
Here, the market shrinks and keeps on shrinking, thereby reducing the overall profit amount
which is thus shared amongst the competitors. Thus, there needs to be proper care taken of the
product.

OVERVIEW OF THE COMPANY:

The company has transformed itself from being a primarily a biscuit company in 2008 with
diversification efforts into other bakery products & dairy. Britannia made its strong presence felt
in dairy this year and recently forayed into ready to eat Indian breakfast market & savory market.
We expect this new initiative to start yielding results from 2014. Companys product categories
are all growing at +15% while the overall industry is growing at +10%. The company has over
last 3-4 years done the innovations in its product portfolio in all facets such as pricing, packaging
and entry into new segments. Innovation has been focused on growing its segments with the base
of health and nutrition. The company has over the years innovated its product portfolio so as to
command pricing premium in the market. Brand leverage has helped Britannia gain foot hold in
new segment such as chaas and healthy bread offerings. Innovation backed by advertisement
exposure to help improve growth. Britannia accelerated the nutritional drive in the last 3-4 years
and has been growing in double digits in this segment. The adults Health and Wellness segment
is growing at +20% levels and Britannia is witnessing similar to higher growth. Approximately
50% of its revenues flow in from this health & wellness segment. In an increasingly challenging
environment and continuing commodity inflation, Britannia net profit has increased by 28.5%
,i.e, from Rs.145.29 crores to Rs.186.74 crores. The company held its overall share of about onethird of the biscuit market, strengthened its position in other bakery products like bread, cake &
rusk and added Rs.775.07 crores to sale of products, which grew 18.32%. Earnings per share of
Rs.2 were Rs.15.63. In the domestic market, competitive intensity in both bakery and dairy will
continue to increase as more players, both multinational and local companies, compete for a
greater share of the large and growing packaged food segment, of which biscuits account for the
highest share.

CONCLUSION:
Interpretation of the buying behaviour of customers has showed that people prefer Britannia
primarily because of the good brand image and then quality.
There is no interdependency between the buying behaviour of the customers and their age
groups.
There exists a high level of awareness among the people towards the brand Britannia. The brand
acts a synonym of biscuits for them.
The highest selling brand for vendors stands to be Britannia.
Britannia charges a premium for its biscuits because of its brand image, quality and taste.
Britannia is the largest player in the branded and organized biscuit industry with a value and
volume market share of 38% and 32% respectively.
Parle is acting as the biggest competitor for Britannia because of having a similar brand equity
and lower prices of its products..
TV advertisements influence the buying patterns of the customers.

WEBLIOGRAPHY AND BIBLIOGRAPHY:

WEBLIOGRAPHY:

WWW.BRITANNIA.CO.IN
WWW.MONEYCONTROL.COM
WWW.WIKIPEDIA.COM
WWW.BUSINESSTANDARD.COM
WWW.ECONOMICTIMES.COM
WWW.JUST-FOOD.COM
WWW.NOTESDESK.COM
WWW.RESEARCH AND MARKET.COM

BIBLIOGRAPHY:
PHILIP KOTLERs MARKETING MANAGEMENT. [www.readbookonline.net]