Britannia Industries Limited

Britannia Industries Limited (BSE: 500825, NSE: BRITANNIA) is an Indian food-products corporation based in Kolkata[2], India. It is famous for its Britannia and Tiger brands of biscuit, which are popular throughout India. Britannia has an estimated 38% market share.[3] The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes and dairy products. Type Private

Founded Headquarters

1892 Kolkata and Bangalore; R&D Chennai, India 300 stores India Nusli Wadia, Chairman Ms. Vinita Bali, (M.D) Food Biscuits Tiger, Britannia, milk Rs 2,200 crore DANONE, Kalabakan Investments

Number of locations Area served Key people

Industry Products

Revenue Owner(s)

Parent Website

Wadia Group, Associated Biscuits Intl. Holdings www.britannia.co.in

1892 o The Genesis - Britannia established with an investment of Rs. 295 in Kolkata 1910 o Advent of electricity sees operations mechanized 1921 o Imported machinery introduced; Britannia becomes the first company East of the Suez to use gas ovens o Sales rise exponentially to Rs.16,27,202 in 1939 o During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore 1975 o Britannia Biscuit Company takes over biscuit distribution from Parry's 1978 o Public issue - Indian shareholding crosses 60% 1979 o Re-christened Britannia Industries Ltd. (BIL) 1983 o Sales cross Rs.100 crore 1989 o The Executive Office relocated to Bangalore 1992 o BIL celebrates its Platinum Jubilee 1993 o Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Grouped DANONE in BIL 1994 o Volumes cross 1,00,000 tons of biscuits 1997

o Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make every third Indian a Britannia consumer' o BIL enters the dairy products market 1999 o "Britannia Khao World Cup Jao" - a major success! Profit up by 37% 2000 o Forbes Global Ranking - Britannia among Top 300 small companies 2001 o BIL ranked one of India's biggest brands o No.1 food brand of the country o Britannia Lagaan Match: India's most successful promotional activity of the year o Maska Chaska: India's most successful FMCG launch 2002 o BIL launches joint venture with Fonterra, the world's second largest dairy company o Britannia New Zealand Foods Pvt. Ltd. is born o Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global o Economic Times ranks BIL India's 2nd Most Trusted Brand o Pure Magic -Winner of the WordStar, Asia star and India star award for packaging ORIGIN OF EAT HEALTHY THINK BETTER

Britannia -the 'biscuit' leader with a history-has withstood the tests of time. Part of the reason for its success has been its ability to resonate with the changes in consumer needs-needs that have varied significantly across its 100+ year epoch. With consumer democracy reaching new levels, the one common thread to emerge in recent times has been the shift in lifestyles and a corresponding awareness of health. People are increasingly becoming conscious of dietary care and its correlation to wellness and matching the new pace to their lives with improved nutritional and dietary habits. This new awareness has seen consumers seeking foods that complement their lifestyles while offering convenience, variety and economy, over and above health and nutrition. Britannia saw the writing on the wall. Its "Swasth Khao Tan Man Jagao" (Eat Healthy, Think Better) re-position directly addressed this new trend by promising the new generation a healthy and nutritious alternative - that was also delightful and tasty. Thus, the new logo was born, encapsulating the

core essence of Britannia - healthy, nutritious, and optimistic - and combining it with a delightful product range to offer variety and choice to consumers.

PRODUCT MIX OF BRITANNIA: PRODUCT WIDTH:

BISCUITS
VitaMarieGold Tiger, Nutrichoice Junior Good day 50 50 Treat, Pure Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice Time, Little Hearts Time pass

BREAD
plain whitesliced bread Whole Wheat Bread

SNACKS

CAKES
Cup cakes Bar cakes

DAIRY PRODUCTS.

RUSKS
Britannia Rusks

PRODUCT LINE:
VitaMarieGold Tiger Treat 50-50 Plain whitesliced bread Bread Pure Magic Good Morning Nutrichoice Junior Little Hearts Cup cakes Milk Bikis Bourbon Good day Time pass Whole Wheat

Bar cakes

Britannia Rusks

PRODUCT DEPTH;
TREAT
1. Elaichi 2. Fruit Flavoured Orange pineapple mango strawberry 3.Jim jam range 4.Duet Range Strawberry vanilla Duet Strawberry Chocolate 5.Fruit Rollz Treat choco gelo Yummy chocolate Gooey caramel

NUTRICHOICE GOOD DAY

1. 2. 3. 4. 5. 6. Thinroot Cream craker Digestive Sugarout 5-Grain Classic Lite crecker 7. Nature Spice cracker Good day cashew Good day butter Good day pista badam Good day choco chips Good day coconut

BOURBON
1. 2. 3. 4. Nano pack Pocket pack Hangout pack Party pack

50-50
50-50 Maska Chaska

TIGER
Tiger coconut Tiger creams Tiger banana Chota tiger

LITTLE HEARTS
chocolate Sesame

RUSK
Milk Saunf Jeera Cardamom

COOKIES
Chocolate marble Coconut Macroon Almond cookies

TIGER BISCUIT

Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first year of its launch and continues to be so till today. Tiger has grown from strength to strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has further helped bolster its growth in the highly competitive glucose biscuit category. Tiger Glucose : comes with the added goodness of wheat and milk. It is for modern mothers who play an enabling role for their children to compete in today's world and thus want the best. Tiger Glucose is fortified with "Iron Zor"** with an attempt towards addressing the iron deficiency crisis the children of India face. Over the years, Tiger has become the mass-market face of Britannia symbolising fun and energy in both urban and rural India, and transcending glucose biscuits. **IRON ZOR helps make mind sharper and body stronger Tiger Krunch Cookies : Taking fun & energy to next level, Tiger launched Krunch Cookies in the month of October 2010. These cookies available in two exciting variants, Fruit & Nut and Chocochips, are not only great to taste but full of energy. Now kids can enjoy great taste, lots of energy at just Rs.5/-

"Energy of 4 Fruit & Nut Biscuits = Energy of 1 Apple + 4 Cashewnuts" Tiger Cream : Was introduced in 2002 at just Rs.5 per pack. Tiger Cream is now available in Orange, Elaichi, Chocolate, Pineapple, Strawberry and Butterscotch flavours, and promises to bring more fun and more energy to children across the country. Tiger Coconut : Delicious coconut flavoured energy biscuit, was launched in 2001. Tiger Banana : Britannia is committed to help secure every child's right to Growth & Development through good food everyday. Purposefully taking forward the credo of 'Eat Healthy, Think Better', we have launched a new variant under our power brand TIGER - TIGER BANANA - power packed with IRON ZOR & and with the delightful taste of banana

STP analysis of Britannia tiger Segmentation Both urban and rural india.

Targeting Targeted mainly to kids.

Positioning Positioning is done for modern mothers who play an enabling role for their children to compete in todays world and thus want the best.

Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits, topped with sugar crystals - presenting, the original Bourbon, from the house of Britannia.

India's first and favorite Bourbon's sweet adventure began in 1955. Since then, Bourbon lovers across the country have been caught opening this chocolate couplet, licking the cream, and nibbling at the melt-in-yourmouth biscuit, bit by bit. Some have been witnessed chomping it whole, at one go. Some have been noted to alternate it with sips of coffee; others team it with lots of gossip and gupshup, while a few have been observed

enjoying And some have

it been seen

with

book. Bourbon.

reluctantly sharing their

Whatever the occasion, wherever the hangout, Bourbon makes for great company. You can grab your very own Nano Pack or a Pocket Pack. The Hangout Pack is just right for chilling with friends. Take along a Party Pack for... yes, a party! And the Gift Pack will surely win you a few brownie points!

So go on, give yourself a happy high with a quick dose of Britannia Bourbon!

New

from

Britannia

Bourbon

Bring alive your sweet wicked side with the new cappuccino in town! Two crunchy chocolate biscuits sprinkled with sugar crystals waiting to reveal what's hidden inside - the world of coffee! Smooth, rich, and deliciously bitter. Bite into this bitter - sweet delicacy to relish the new Bourbon Cappuccino!

Meet your naughty side, ease your way through situations smoothly, yet cleverly. Just like how Nikki and her grandmother did in our latest TV ad. (Add link to our TVC). Or just spend endless hours gossiping. Plan your next mischief, mastermind another cheeky move with your crazy bunch of friends and relive those steamy coffee moments, over the new 'most popular' cappuccino in town.

Feeling sweetly wicked already? Just grab a pack from a store near you.

GOOD DAY

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!

Targeting
This rich biscuit enjoys a fan following of consumers across all ages