Project on Britannia

Submitted by

Hemangi shah (15 )

Ajit thakor (02)

Rupen patel (27)

Lalitsingh jodha (18)

Sumit Sharma (34 )

To,

Kaustubh mishra sir.

EXECUTIVE SUMMARY

After going thick on the things, now time is to make a complete picture. While making a product a SKU
(stock keeping unit) of the shop retailers think about the GMROI (gross margin return on investment) and
they promote the brand which provides them highest. They expect return in the form of profit margin,
company schemes, window display and reference of the shop. Among these, company schemes make
the difference and are the highest sources of motivation after profit margin. Retailing demands a constant
push from the company.

Marketer needs to use advertising and brand building strategies to address the discerning buyers and
retail push to in different buyers. The manufacturer should understand consumer behavior because
retailers can’t help quality and price. It is only up to manufacturers to deliver what consumer wants. I need
to stress on it because 58% retailers said that it is demand why they sell Britannia. 61% agree that at
retail shop it is brand popularity, which determine the purchase of biscuit

There is a greater need to understand the retailer behavior. Considering them as a team, working for the
company may help them to be attached to the company. There should be a feeling of belonging to the
company in inner of the retailers. This can be done by setting values club for retailers so that they may
exchange views with the company and help in understanding consumer behavior.
Britannia
A biscuit company was started at 1892.Precise a nondescript house in Kolkata with
an initial investment of Rs. 295. The company we all know as Britannia
today.Britannia was acquiring a reputation for quality and value. During the World
War II, the Government reposed its trust in Britannia by contracting it to supply
large quantities of "service biscuits" to the armed forces.

, the biscuit market continued to grow as time moved on.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
Indianans of the firm.Britannia Biscuit Company was re-christened Britannia
Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores
revenue mark

Britannia 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'.

It is one of India's biggest brands and the pre-eminent food brand of the country in
21st Century . 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.

BOARD OF DIRECTORS

Chairman Mr.Nusli Neville Wadia

Managing Director is Ms. Vinita Bali

Directors are as below.

Mr. Keki Dadiseth

Mr. A.K.Hirjee

Mr. Nimesh N Kampani

Mr. S.S.Kelkar

Mr. Pratap Khanna

Mr. Jeh N Wadia

Vision :

Its dominate the food and beverage market in India with a high range.

Mission

Its dominate the food and beverage market in India through a profitable range by making
every Indian a Britannia consumer.

Short-term Objective :

1. To improve image to shareholders.

2. To improve internal processes and controls
Long-term Objective :

1. To be the lowest-cost producer in the market.

2. T
etailers
Authorized
Production
RDepots Distribut
Wholesalers’
Center
ion
Strategy
:
 Now, the company is also
Authorized
Production
Retailers
Wholesalers’
Center

Basic Strategies :

1. New product development

2. New market development
3. Outdoor promotion
4. Rural thrust
5. Cost management
Quality Policy :

1. Customer Satisfaction
2. Environment responsibility
3. Development of human resource
 4. Improving skills and knowledge

Quality Objectives :
1. Reduce the customer complaints
2. To empower the workmen on individual work area to ensure that only quality
product are passed on the next page of production.
3. Continuous training for the development of human resources.
4. To minimize the accident level.

Features of Britannian:

Britannians exhibit the following leadership behaviors (we fondly call BULBs – Britannia
Universal Leadership Behaviors) :

1. Integrity

2. Team Orientation

3. People Development

4. Learning Orientation

5. Customer Orientation

6. Quality Orientation

7. Drive for Results

8. Entrepreneurial Spirit

9. System and Process Orientation

10. Communication

COMPETITORS :

1. Priyagold
2. Parle_g

SWOT ANALYSIS
STRENGTHS

• Established brand name.

 • Widespread Distribution Network.
• Wide Range products covering all segments.
• Focus on rural markets.
• Superior technology e.g. SAP.
• World-class factories.
• Research and Development department
• World-class factories.
• Research and Development department.

WEAKNESS

• High overhead costs competition from Parle, Priya Gold.

Strength opportunities WEAKNESS
Opportunitie Strategies
s • Differentiate brand according • Distribution thrust
to regional disparities into interiors.
• Rural markets. (product content, packaging • Appointing A/W’s,
• Cost saving etc.). RPDs.
from lowering • Uttaranchal manufacturing • Opening van
of excise duty facility will cover burdens markets.
on bakery significantly.
products. • Maintain the price to gain
• Price hike in market share, focus on the
100-gram Tiger brand taste.
Parle-G brand.

Threats S-T Strategies W-T Stratégies

• Unorganized ➢ Establish brand as • Advertisements
bakeries. emotional surplus identity. emphasizing the
• Rising input ➢ Restructure production product quality and
costs. facilities. nutritional value.
• ITC and HLL ➢ Heavy advertising to • Cut overheads.
entry in create consumer pull and ➢ Preempt
biscuits. be allowed to charge a innovations by
Priya Gold premium. these players, got
and Anmol first mover
lower price advantage.
offerings.

Product ranges are as follow

➢ Good Day Jumbo

➢ Good Day Cashew, Badam and Pista
➢ Choco Chop and Choco Nut:

Analysis of product
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 is rich biscuit enjoys a following of consumers all ages, loyal to the brand promise of a great taste.
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
Marketing involves finding out what your customers want and then meeting their requirements. a business
must create a successful mix of:
• The right product or service (PRODUCT)
• Sold in the right place (PLACE)
• At the right price (PRICE)
• Using the most effective forms of promotion. (PROMOTION)
This is referred to as the 4Ps of marketing

PRODUCTS/BRANDING WITH PRISE

GOODDAY CHOCO CHIPS 72 x 75 Gm. (Rs15.)
GOODDAY CASHEW 80 x 75 gm. (Rs12.)

GOODDAY CASHEW FAMILY 48 x 250 Gm. (Rs20.)

GOOD DAY BUTTER 80 x 75 gm. (Rs10.)

GOODDAY BUTTER FAMILY 48 x 250 Gm. (Rs18.)

GOODDAY PISTA 80 x 75 gm. (Rs12)

GOODDAY PISTA FAMILY 48 x 250 Gm. (Rs 12)

Product classification

1. On Basis of Durability:
Biscuits are tangible in nature. They are consumed over a short period of time. Good
Day biscuits are consumed at a fast rate and hence they are purchased frequently by
consumers.
2. Usage:
Biscuits are used by consumer for personal, family or household use and is bought with
the intension of satisfying personal needs.

Product line

BRITANNIA GOOD CHOCONUT BRITANNIA GOOD DAY BUTTER

BRITANNIA GOOD DAY CASHEW BRITANNIA GOOD DAY JUMBO

BRITANNIA GOOD DAY PIS/BAD BRITANNIA GOODDAY BUTTER

POSITIONING

It is comes in the premium biscuits segment and itspositioned as a health food. This brand is known for its richness
and is basically targeted at children and yongsters as a tasty health food that can be consumed as a snack and also at
the breakfast table .Hence it is promoted as a health food that it would give a person the energy to start his daily
routine and so is named “Good Day”.

Branding
Britannia has used the multi branding technique in branding. its biscuits as they use different brands under the same
product category to different
buying patterns of the
BRITANNIA GD CHOCONUT
consumers.
BRITANNIA GOOD DAY BUTTER
BRITANNIA GOOD DAY CASHEW
BRITANNIA GOOD DAY PIS/BAD
BRITANNIA GOODDAY BUTTER
BRITANNIA GOOD DAY JUMBO

its umbrella of Good Day brand of biscuits.

Promotion

Advertising

Britannia brand is advertised through hoardings on cricket grounds, on highways, through image building exercises
like donations etc.

SALES PROMOTIONS
“Eat Britannia, Go for World Cup" in 1999 .People bought the biscuit packs and searched for the lucky scratch to
go England to see world Cup Cricket .The sales bounced 37% high on account of this strategy.

In Lagaan Britannia Biscuits also as 40000 buyers of Britannia Biscuit packs were invited to see and a small lucky
group to play the game with the movie Stars of Lagan.

Now, there are "Jodi Banao" Offer & winning ideas of the “ Monmatano Britannia pran bhorano sharodiya” contest
like create a special for dashmi.

Quality

1. A product is often referred to as a good quality if it is "fit for purpose".

2. To ensure good quality
3. Quality raw materials
4. Quality production process
5. Quality design