INSTITUTE OF HOTEL

MANAGEMENT
CATERING TECHNOLOGY AND
APPLIED NUTRITION
Topic

FAMOUS BAKERY OF YOUR CHOICE: A CASE

STUDY
BRITANNIA INDUSTRIES

SUBMITTED BY: SUBMITTED TO:

NAME: ASHISH GURUNG MR.SANJAY TYAGI

ROLL NO: 2001570740017

COURSE: BHMCT 4TH YEAR

 INSTITUTE OF HOTEL MANAGEMENT
CATERING TECHNOLOGY AND APPLIED
NUTRITION, MEERUT (UP)

CERTIFICATE
This is to certify that ASHISH GURUNG student of
BHMCT (Final Year) has completed his project work on
BRITANNIA INDUSTRIES: A CASE STUDY

PROJECT GUIDE
SIGNATURE

1
 ACKNOWLEDGEMENT
A Project like this cannot be completed without help and
advice from different services. This project has been made
possible through direct and indirect co-operation of various
people for whom I wish to express my appreciation and
gratitude.

First and foremost I am thankful academic and

administrative members of the IHM family, for giving me a
chance to work on this project, I am thankful to the teachers
of BHMCT for enabling me to purse my studies and attain
this vast knowledge.

I am thankful to My Director and Guide for their valuable

suggestion and guidance.

Date:
Place: ASHISH GURUNG

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 Table of Contents

Introduction

Background

Methodology

Findings

Internal Environment

External Environment

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 Abstract

Britannia was the largest bakery manufacture in India. Due to a successful initiative the company

intended to scale up the manufacture, distribution of social products and sustain the business. Thus,

the CEO started to make a policy to develop and expand the social products. Based upon the

movement, we found out the shortcomings including profit decreased, limited marketing strategy,

and potential competitors. Therefore, the given recommendations were saving costs, cooperation

with government or outsourcing, brand management and improving the quality of products.

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 Introduction

Britannia Industries Limited is a leading Indian food processing company. It was

founded in 1892 and is headquartered in Kolkata, West Bengal. The company is

known for its wide range of food products, including biscuits, bread, cakes, dairy

products, and beverages.

Britannia has a strong presence in the Indian market and is one of the most trusted and

recognized brands in the country in FMCG category. It has a vast distribution network

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that reaches every corner of India, making its products easily accessible to consumers.

The company has a strong focus on innovation and quality, constantly introducing new

and improved products to cater to changing consumer preferences. It has a dedicated

research and development team that works on developing innovative and healthy food

options.Britannia is committed to sustainability and has implemented various

initiatives to reduce its environmental impact. It has also undertaken several social

welfare programs to support the communities it operates in. Over the years, Britannia

has expanded its presence globally and exports its products to over 60 countries. It has

manufacturing facilities in multiple locations across India and has a workforce of over

4,000 employees.

With a rich history and a strong brand reputation, Britannia Industries Limited

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continues to be a leader in the Indian food processing industry, providing quality and

delicious food products to millions of consumers.

HISTORY

The company was established in 1892 by a group of British businessmen with an

initial investment of ₹295.[10] Initially, biscuits were manufactured in a small house in

central Kolkata. Later, the enterprise was acquired by the Gupta brothers, mainly

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Nalin Chandra Gupta, an attorney, and operated under the name, V.S. Brothers. In

1918, C.H. Holmes, an English businessman based 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 and Peek Freans acquired a controlling interest in

BBCo. During the World War II, the government of British India needed a continuous

supply of biscuits for British soldiers. The Britannia Biscuit Company started

supplying biscuits to British Army for several years, and the company sometimes

devoted 95% of its capacity to produce biscuits for the armed forces. Biscuits were in

high demand during World War II, which gave a boost to the company's sales. The

company name was changed to the current Britannia Industries Limited in 1979. In

1982, the American company Nabisco acquired the parent of Peek Freans and became

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a major foreign shareholder. In 1978, Britannia came out with its public issue, and its

Indian shareholding had increased to 62%, which firmly established Britannia as an

Indian company. The 38% foreign stake was owned by the UK-based Associated

Biscuits International Limited (ABIL).

In 1993, textile tycoon Nusli Wadia of Bombay Dyeing took control of the company

from Britannia's then-chairman Rajan Pillai, with the help of French food giant

Danone. In 2009, Wadia Group became the largest shareholder in BIL after acquiring

a 25% stake owned by Group Danone.

In December 2018, it launched a new category, Treat Crème Wafers. Britannia

acquired a controlling stake in Kenya's Kenafric Biscuits in October 2022. In

September 2022, Varun Berry was appointed as Executive Vice-Chairman and

Managing Director of Britannia Industries Limited, and Ranjeet Kohli was also

appointed as Executive Director and CEO.

In December 2022, Britannia Industries entered into a joint venture agreement with

Bel SA of France and Britannia Dairy Private Limited (BDPL) to develop,

manufacture and sell cheese products in India and other markets. Under the joint

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venture, Bel SA acquired a 49% stake in BDPL, a subsidiary of Britannia Industries,

for ₹262 crore and infused an additional ₹215 crore in the joint venture.

In August 2022, the company expanded its product portfolio by entering the western

snacking market with the launch of its new product, Treat Croissant

1.To provide high-quality and nutritious food products to consumers.

2.To continuously innovate and introduce new products that cater to changing

consumer preferences.

3.To build a strong and trusted brand that is recognized globally.

4.To create value for all stakeholders, including customers, employees, shareholders,

and society.

5.To promote sustainable and responsible business practices.

6.To foster a culture of excellence and continuous improvement.

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7.To provide a safe and inclusive work environment for employees.

8.To contribute to the economic development of the communities in which the

company operates.

9.To be a market leader in the food industry by consistently delivering superior

products and services.

10.To be a socially responsible company that actively contributes to the welfare of

society.

1.To be the most preferred and trusted food brand in every household.

2.To achieve sustainable growth and profitability.

3.To expand the company's presence in international markets.

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4.To be a leader in product innovation and development.

5.To be recognized as a company that values and invests in its employees.

6.To be a responsible corporate citizen that contributes to the well-being of society.

7.To build strong and enduring relationships with customers, suppliers, and other

stakeholders.

8.To continuously improve operational efficiency and effectiveness.

9.To be a company that embraces technology and digital transformation.

10.To create long-term value for shareholders through consistent and profitable

growth.

Company Profile

Britannia

Form Britannia Biscuit

12
erly Company Limited

Comp Public
any
type

Trade BSE: 500825

d as NSE: BRITANNIA
NSE NIFTY 50
Constituent

ISIN INE216A01030

Indus Food processing

try

Foun 1892; 132 years

ded ago in Calcutta
1918; 106 years
ago as Britannia Biscuit
Company Limited

Head Hungerford
quart Street, Kolkata, India

13
ers (registered office)

Whitefield, Bangalore,
India (corporate
headquarters)

Area Worldwide
serve
d

Key Nusli
peopl Wadia (Chairman)
e Varun Berry (Executive
Vice-Chairman & MD)
Rajneet Kohli (CEO)
N
Venkataraman (Executi
ve Director & CFO)
Produ Bakery
cts products including bisc
uits, bread, cakes and ru
sk
Dairy

14
 products including milk,
butter, cheese, ghee and
dahi
Reven ₹16,301
ue crore (US$2.0 billion)
(FY23)
Oper ₹2,605
ating crore (US$330 million)
incom (FY23)
e
Net ₹2,322
incom crore (US$290 million)
e (FY23)
Numb 4,480 (2019)
er of
emplo
yees
Paren Wadia Group
t
Subsi Manna Foods Private

15
 diarie Limited
s International Bakery
Products Limited
Websi Britannia
te

Board of Directors

The members of the Board of Director of Britannia are:

Nusli N. Wadia Chairman

Varun Berry Exec. Vice Chairman &

Mang Dir

Ness N Wadia Non Executive Director

Keki Dadiseth Non Executive Director

Y S P Thorat Non Executive Director

Tanya Dubash Non Executive Director

Avijit Deb Non Executive Director

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N Venkataraman Executive Director &

CFO

Rajneet Singh Kohli Executive Director &

CEO
Keki Elavia Non Executive Director

1.1 THE COMPETITION

Competitors –Parle Glucose also known as Parle-G (G for
Genius) is manufactured in India by the Parle Products
which is one of the oldest brand names and the biggest
selling biscuits in India.

Market Share – Parle-G has a market share of 70% in the

biscuit industry in India followed by Britannia, Tiger with
17-18%, and Sun feast of 8-9% share.

Sales/Profit Trend –More than 50% of the company’s

turnover is estimated at around Rs 20 billion. It has started

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expanding to areas such as Western Europe, USA, UK, UAE
and Canada.

Target Market – Parle has a target market which is focused

in India, consisting of people of all category groups such as
children, teenagers, family members and even old aged
people as it is a popular biscuit eaten during Tea-time snack.
1.2 Product Portfolio of Britannia

Britannia Industries Limited has a diverse product portfolio

that includes a wide range of food and beverage products.
Some of the key products offered by the company are:
1.Biscuits: Britannia is known for its wide range of biscuits
including Good Day, Marie Gold, 50-50, Bourbon, and
NutriChoice.

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2.Cakes: Britannia offers a variety of cakes such as sponge
cakes, fruit cakes, and cream cakes under brands like
Britannia Treat and Britannia Cakes.

3.Bread: Britannia also produces a range of bread products

including white bread, brown bread, and multigrain bread.

4.Dairy products: Britannia has a range of dairy products

including cheese, butter, and milkshakes under the brand
Britannia Dairy.

5.Rusk: Britannia offers a range of rusk products that are

popular for breakfast or tea time snacks.

6.Snacks: Britannia also produces a range of snacks such as

cookies, crackers, and wafers under brands like Britannia
Timepass and Britannia Pure Magic.

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7.Health drinks: Britannia offers health drinks like Tiger
and Milk Bikis which are popular among children.

8.Ready-to-eat products: Britannia has a range of ready-to-

eat products like pasta, noodles, and breakfast cereals under
brands like Britannia NutriChoice and Britannia Pasta Treat.

9.Buns and rolls: Britannia also produces buns and rolls

that are popular for making sandwiches and burgers.

10.Bakes: Britannia offers a range of baked goods like

croissants, muffins, and brownies under the brand Britannia
Bakes.

11.Wafers: Britannia produces a variety of wafer products

in different flavors such as cheese, tomato, and masala.

12.Cream biscuits: Britannia has a range of cream biscuits

like Britannia Treat and Britannia Jim Jam which are
popular among kids.

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13.Digestive biscuits: Britannia offers a range of digestive
biscuits that are known for their health benefits.

14.Milkshakes: Britannia produces a range of milkshake

products in flavors like chocolate, vanilla, and strawberry.

15.Cereal bars: Britannia offers cereal bars that are a

convenient and healthy snack option for people on the go.
THE MARKET ENVIRONMENT
PEST-G Analysis of Britannia Industries Limited:
Political Factors:
1.Government regulations: The company operates in a
highly regulated industry, and changes in government
policies and regulations can have a significant impact on its
operations.

2.Tax policies: Changes in tax policies, such as GST rates,

can affect the company's profitability and pricing strategies.

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3.Trade policies: International trade policies, such as tariffs
and trade agreements, can impact the company's export and
import activities.

Economic Factors:
1.Economic growth: The overall economic growth of the
country can influence consumer spending patterns and
demand for Britannia's products.

2.Inflation rates: High inflation rates can increase input

costs for the company, affecting its profitability.

3.Disposable income: Changes in disposable income levels

can impact consumer purchasing power and demand for
Britannia's products.

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Social Factors:
1.Changing consumer preferences: Shifts in consumer
preferences towards healthier and more nutritious food
options can impact the demand for Britannia's products.

2.Demographic factors: Ageing population, urbanization,

and changing lifestyles can influence the company's target
market and product offerings.

3.Health and wellness trends: Increasing awareness about

health and wellness can drive demand for healthier food

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options, which Britannia needs to consider in its product
portfolio.

Technological Factors:
1.Automation and digitization: Technological
advancements in manufacturing processes and supply chain
management can improve operational efficiency and reduce
costs for Britannia.

2.Research and development: Investment in research and

development can help the company innovate and develop
new products to meet changing consumer demands.

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3.E-commerce: The growth of e-commerce platforms
provides new opportunities for Britannia to reach a wider
customer base and increase sales.

Environmental Factors:
1.Sustainable sourcing: Increasing focus on sustainable
sourcing of raw materials and environmentally friendly
production processes can impact Britannia's supply chain
and manufacturing practices.

2.Waste management: Proper waste management practices

are essential for the company to minimize its environmental
footprint.

3.Climate change: Changing weather patterns and natural

disasters can disrupt the company's supply chain and
agricultural production.

Legal Factors:
1.Food safety regulations: Compliance with food safety
regulations is crucial for Britannia to maintain product
quality and consumer trust.

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2.Intellectual property rights: Protecting its brand and
intellectual property rights is important for Britannia to
prevent imitation and maintain a competitive advantage.

3.Employment laws: Compliance with labor laws and

regulations is essential for the company to ensure fair
treatment of its employees.

Businesses
The company's principal activity is the manufacture and sale
of biscuits, bread, rusk, cakes and dairy products.

Biscuits

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As of 2023, about 80% of Britannia's annual revenue comes
from biscuits. Britannia has an estimated market share of
33% in the organised biscuits market in India.
The company's factories have an annual capacity of 433,000
tonnes. The brand names of Britannia's biscuits
include MarieGold, Tiger, Nutrichoice, Good Day, 50-
50, Treat, Pure Magic, Milk
Bikis, Bourbon, Nice Time and Little Hearts among others.
In 2006, Tiger, the mass market brand, realised
$150.75 million in sales, including exports to the U.S. and
Australia. This amounts to 20% of Britannia's revenue for
that year.

Dairy products
Dairy products contribute close to 10% to Britannia's
revenue.The company not only markets dairy products to the
public but also trades dairy commodities business-to-
business. Its dairy portfolio grew to 47% in 2000-01 and by
30% in 2001-02. Its main competitors are Nestlé India,
the National Dairy Development Board (NDDB),
and Amul (GCMMF).

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Britannia holds an equity stake in Dynamix Dairy and
outsources the bulk of its dairy products from its associate.
On 27 October 2001, Britannia announced a joint venture
with Fonterra Co-operative Group of New Zealand, an
integrated dairy company which handles all aspects of the
value chain from procurement of milk to making value-
added products such as cheese and buttermilk. Britannia
intends to source most of the products from New Zealand,
which they would market in India. The joint venture will
allow technology transfer to Britannia. Britannia and the
New Zealand Dairy each hold 49% of the JV, and the
remaining 2 percent will be held by a strategic investor.
Britannia has also tentatively announced that its dairy
business (probably including Dynamix) would be
transferred to the joint venture. However, the authorities'
approval to the joint venture obliged the company to start
manufacturing facilities of its own. It would not be allowed
to trade, except at the wholesale level, thus pitching it in
competition with Danone, which had recently established its
own dairy business.

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 Marketing Strategy Of Britannia
The marketing strategy of a company is an assortment of
different elements of the marketing plan. When a company
decides to market its products to customers, it does a small
exercise called Segmentation, targeting and Positioning (STP)
of its customers. Let us discuss these concepts further.

Segmentation
This is the process of separating the customers into smaller
categories on common factors to better understand and
generalise their needs and wants. We have researched
Britannia’s segmentation strategy and it is as follows:
*Demographic Segmentation
1.Children: Fruity Rolls, Tiger, Treat
2.Adults: Good Day, Cream Cracker
3.Youth: Little Hearts, Cream Biscuits

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4.Gender: All Inclusive
*Behavioural Segmentation 1.Benefits:-
for health benefits, all Nutri products, tea time snack biscuits.
2.User Status:- Little Heart Biscuit and time pass. 3.Usage
Rate:- Marie Gold is for high usage rate Customers.
4.Occasion:- Snack Biscuit, Fruit rolls.

*Psychographic Segmentation
Over the course of the last century, Britannia has adeptly
aligned itself with the Indian market and its evolving
demands, effectively executing successful campaigns and
introducing exceptional age-specific products.

Targeting
After segmentation, the subsequent phase is targeting, where
the company identifies the specific customer segments it aims
to cater to. Over the span of the last century, Britannia has
extended its focus beyond just the new generation of children,
encompassing products tailored for the elderly population:
-Britannia Tiger – Economically priced for the
budget-conscious.

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 -Britannia Marie Gold – Suitable for families and offered in a
biscuit form.

-Treat Fruit Roll – Designed for children to enjoy during

celebrations and special occasions.

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 Positioning
This is the final step of the process in which after deciding the
customer the company wishes to target, it decides what kind
of messaging or kind of stance they should take while
marketing the product.

Britannia has many brands in its portfolio and it smartly

manages to use each of them to position itself in all segments.
Have a look at their smart positioning:
 Tiger:- Positioning for the mother to choose for kids
 Little Hearts:- Positioned as snacks for young people.
 Good Day:- Positioning is as everyday biscuits which brings
happiness in everyone’s lives
After discussing the marketing mix of Britannia, let us now
discuss the social media strategy employed by Britannia to
win over its customers.

THE MARKETING MIX

1.Product
Britannia has a large variety of products to choose from, not
only do they manufacture Biscuits, but they also make
different types of Diary items, Breads and Rusk. They

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launch products which in gets good returns for the company
through building a good brand and quality products which
are supplied across different countries.

The main streamline of Britannia products include:

a. Biscuits such as:
Marie Gold, Treat, Milk Bikis, Time Pass, tiger, 50-50
NutriChoice also available for Diabetic people.
b. Dairy Delights include few products like: Cheese, Milk,
Dahi (Yoghurt), Ghee, Butter
c. Bread types have: Sandwiches, Coffee, Confectionary,
Assorted Breads, Benefits of Branding

2. Place
Britannia had started selling products in India, but now it
has expanded overseas to places like Middle East and Sri
Lanka.
They have even started to export their goods to places such
as:
USA, Ghana, Saudi Arabia , Kuwait, Bahrain, Qatar, UAE,
Oman, Seychelles, Singapore.

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3. Price

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Britannia has adopted the Market Penetration Method of
pricing. It focuses on the quality of the products keeping in
mind the pricing strategy. This helps improve and generate
large sale volume for their products. It aims at maximizing
the market share and to produce new product lines. A few
examples are:
a) Vegetarian Cakes are available at Rs. 15/- for a 75 gm
pack.
b) Nutrichoice Health Starter Kit is for Rs 100.
c) Britannia Tiger Banana packed with IRON ZOR priced at
Rs.2, Rs.4 and Rs.10

4. Promotions
To attract the consumers of Britannia, they very innovatively
came up with ideas to promote their brand in numerous
different ways, and now they have leveraged India’s two
most successful passions of all times:
*Cricket
*Movies
Nearly every Indian’s dream was to be present at a stadium
while India is playing cricket, during the World Cup, so
Britannia created the ‘Britannia Khao, World Cup Jao’

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contest in 1999. They made it very simple for their target
market to enter this contest, which was to purchase more
products to win a scratch and win lucky card and winning an
all expenses paid trip to England to watch the World Cup
Match. They held it again in 2002- 2003 held in South
Africa which successfully set a unique trend of their own.
They even came up with another creative promotion of
‘Britannia Khao, Cricketer Ban Jao’ that was fuelled by the
need of every Indian to be a part of the passion called
Cricket followed by a promotion called ‘Britannia Lagaan
Match’ in 2001 that revolved around a movie called Lagaan
was based on a cricket match. This promotion gave the
consumers a chance to interact with the film stars and also
get to pay cricket with them. The match had over 40,000
spectators and made the headlines of leading newspapers
and news channels and was found to be the most unbeaten
promotional act of that year. So we understand that sports
and the sporting events are the key promotional tools of
Britannia.

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Therefore we now know that Britannia promotes their
products through various media’s such as Events,
Television, Magazines and Sales Promotions too.

SWOT Analysis

Strengths
• Widely Distributed network and accepted by all age
groups.
• Innovative products like-Little Hearts, 50-50 Chakkar, and
Nice Time.
• Celebrity endorsements –Sachin Tendulkar, Aamir Khan.
• The Brand Slogan of Britannia “Eat Healthy Think Better”
is the key asset of the firm.
• It is available in various different forms of packages.
• The variety of products is an added advantage as they not
only focus on assorted biscuits but also cakes, breads, Rusk
and dairy products.
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Weaknesses
• Faces stiff competition from their rival Parle and Nestle on
the basis of Price and Distribution channels
• The industry and technology requires high investments.
• As too many different types of brands enter the market,
they might lose focus.
• Even though the prices are affordable, they might not be
easily available to the lower income groups.

Opportunities
• People are willing to try newer variants and hence it
satisfies the taste buds by its newer variants.
• It generates employment opportunities.
• As consumers are very concerned about their health, it
helps them to strengthen brands NutriChoice, Milk Bikis,
and Tiger biscuits.
• Competition increases.
• This helps to enhance mergers.
Threats
• They might sometimes be unable to utilize all the
resources efficiently.
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• They may provide poor quality of biscuits for more profits.
• As there are a number of biscuits in the existing market,
they have large number of challengers.
• Consumer demands may alter impulsively.
• Government might come up with new restrictions without
notices.

Britannia’s Social Media Strategy

In today's digital age, social media has become an integral part
of any successful marketing strategy. Britannia, a renowned
food and beverage company, recognizes the importance of
social media in engaging with customers, building brand
awareness, and driving sales. This document outlines
Britannia's comprehensive social media strategy, focusing on
five key areas: goal setting, target audience, content strategy,
platform selection, and performance measurement.

1.Goal Setting: Britannia's social media strategy begins with

clearly defined goals. These goals should align with the
company's overall marketing objectives and contribute to its
long-term growth. Some potential goals for Britannia's social
media strategy may include:

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 a) Increasing brand awareness: Britannia aims to expand
its reach and increase brand recognition among its target
audience through social media platforms.
b) Driving website traffic: The company intends to
leverage social media to direct traffic to its website, where
customers can explore products, make purchases, and engage
with the brand.
c) Enhancing customer engagement: Britannia aims to
foster meaningful interactions with its customers, encouraging
feedback, and building long-term relationships.
d) Generating leads and conversions: The company
seeks to leverage social media to generate leads and drive
conversions, ultimately boosting sales and revenue.

2.Target Audience: Identifying and understanding the target

audience is crucial for Britannia's social media strategy. By
understanding their demographics, interests, and online
behavior, Britannia can tailor its content and messaging to
resonate with its audience. Some key considerations for
Britannia's target audience may include:

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 a) Age and gender: Britannia's products cater to a wide
range of age groups and genders. Understanding the
preferences and consumption patterns of different
demographics will help in crafting relevant content.
b) Interests and lifestyle: Britannia's target audience may
have specific interests, such as health-conscious individuals,
parents, or young professionals. Understanding their lifestyle
and preferences will enable Britannia to create content that
aligns with their needs.
c) Online behavior: Understanding how the target
audience interacts with social media platforms, the frequency
of their usage, and the type of content they engage with will
help Britannia optimize its social media presence.

3.Content Strategy: Creating compelling and engaging

content is vital for Britannia's social media strategy. The
content should align with the brand's values, resonate with the
target audience, and drive desired actions. Some key elements
of Britannia's content strategy may include:

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 a) Variety of content formats: Britannia should diversify
its content formats, including images, videos, infographics,
blog posts, and user-generated content. This variety will keep
the audience engaged and cater to different preferences.
b) Relevance and timeliness: Britannia should create
content that is relevant to its target audience and aligns with
current trends and events. This will help the brand stay top-of-
mind and foster engagement.
c) Storytelling: Britannia can leverage storytelling
techniques to create a deeper emotional connection with its
audience. Sharing stories about the brand's heritage, product
development, and customer experiences can help build brand
loyalty.

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 d) User-generated content: Encouraging customers to
share their experiences and opinions about Britannia's
products can enhance authenticity and foster a sense of
community.

4.Platform Selection: Selecting the right social media

platforms is crucial for Britannia's social media strategy. It
should focus on platforms that align with its target audience's
preferences and provide the best opportunities for
engagement. Some key considerations for platform selection
may include:

a) Facebook:With a large user base and diverse

demographics, Facebook can serve as a primary platform for
Britannia's social media strategy. It allows for various content
formats and offers robust targeting options.

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 b) Instagram: As a visually-driven platform, Instagram
can be ideal for showcasing Britannia's products, behind-the-
scenes content, and user-generated content. It is particularly
popular among younger demographics.

c) YouTube: Britannia can leverage YouTube to share

recipe videos, product tutorials, and engaging brand stories.
YouTube's video-centric nature can help Britannia reach a
wider audience and drive engagement.

d) LinkedIn: For targeting professionals and B2B

opportunities, LinkedIn can be a valuable platform. Britannia
can share industry insights, thought leadership content, and
engage with potential business partners.

5.Performance Measurement: Measuring the success of

Britannia's social media strategy is crucial to optimize future

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efforts and ensure a positive return on investment. Key
performance indicators (KPIs) that Britannia can track may
include:
a) Reach and impressions: Tracking the number of
people reached and impressions generated can provide
insights into the overall brand exposure.
b) Engagement metrics: Monitoring likes, comments,
shares, and click-through rates can help Britannia gauge the
level of audience engagement and the effectiveness of its
content.
c) Website traffic and conversions: Analyzing the traffic
driven from social media platforms to the website, as well as
tracking conversions, can provide insights into the impact of
social media on sales.
d) Customer sentiment: Monitoring customer sentiment
through social listening tools can help Britannia understand
how customers perceive the brand and make necessary
improvements.

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Britannia has been successfully developing and generating trust among

consumers by delivering a trust base and quality

products. The marketing strategy of Britannia is product-centric where the

company has been highlighting the taste and nutrition. Various brands like
Parle G, ITC are giving neck-to-neck competition to Britannia in terms of
market share and new product development. Britannia’s marketing strategy
has to change with the current market trends to gain customer attention
Now that we have an in-depth view of the company’s profile, marketing
strategy and marketing mix, it shows the different methods used to adapt to
promote and publicize their products across India and other countries.
Based on the information researched, we find that they focus on consumer
needs to a very large extent. This is shown by the fact that, since consumers
are more health conscious nowadays, they have introduced NutriChoice
Diabetic Biscuits. It is also proven by their tagline, “Eat Healthy, Think
Better”. In conclusion, we see that how a small sized company has grown
to be one of the largest biscuit selling brands across India and many other
countries world-wide.

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❖ Britannia can cut costs for some period of time followed immediately by
strong advertising. As we have seen during the research that most of
institutions give most preference to the margin provided to them on milk
products .As the quality and taste and availability of Britannia dairy
Products. Britannia dairy Products are best in market and local Dairy give
companies good margin to them, Price remains the main criteria of
institutional Dairy sales.
❖ Can start schemes like cash prizes or foreign trips on scratching the
barcode on the packet.
❖ Locate the institutions using competitor’s and provide them attractive
offers to increase the market share so that at least the big competitors will
not try to expand.
❖ Mergers and Acquisition in the Dairy industry with local players help
the company in. increasing its distribution network and Market share
❖ Efficiency in distribution.

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❖ Remove communication barriers and misconceptions between the
Institutions and distributors by effective communication with institutions
time to time.

https://iide.co/case-studies/mother-dairy-marketing-strategy/

https://en.wikipedia.org/wiki/Britannia_Industries

https://timesofindia.indiatimes.com/business/india-business/

generating-demand-is-biggest-challenge-says-britannia-md/

articleshow/50460621.cms

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