INTERNATIONAL MANAGEMENT INSTITUTE

MARKETING MANAGEMENT TERM ASSIGNMENT

Submitted To : Prof. P.C. MEHRA Submitted By :

GROUP NO. 10
1.ADYA
2.DEEPIKA AGGARWAL
3.MODAK PRIY
4.ROHIT SHARMA
5.SAURABH JOHRY
6.VINEET DIXIT

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 BRITANNIA BISCUITS

A STUDY OF

PRODUCT & COMMUNICATION MIX

TABLE OF CONTENTS

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1. Introduction………………………………………………………………………………………….04

2. Industry Overview…………………………………………………………………………………..05

3. Britannia - Its Market Share & Overview………………………………………………………...06

4. Product mix…………………………………………………………………………………………10

5. Product Comparison……………………………………………………………………………….13

6. Research Methodology…………………………………………………………………………….14

7. Consumer Study……………………………………………………………………………………14

8. Qustionare…………………………………………………………………………………………..20

9. Distribution Network of Britannia Biscuit …………………………………………………………22

10. Retailers Sudy ………………………………………………………………………………………23

11. Retailers Survey……………………………………………………………………………………..24

12. Communication mix………………………………………………………………………………….25

13. Associated Punch Lines of Various Britannia Products………………………………………….27

14. Conclusion…………………………………………………………………………………………….28

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 Introduction

“Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits, but do they know how
biscuits began?”

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and
'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic
term for cookies in Italian. Back then, biscuits were unleavened, hard and thin
wafers which, because of their low water content, were ideal food to store.
Therefore biscuits became the ideal travelling food
since they stayed fresh for long periods. The seafaring age, thus, witnessed
the boom of biscuits when these were sealed in airtight containers to last for
months at a time. Making good biscuits is quite an art, and history bears
testimony to that. During the 17th and 18th Centuries in Europe, baking was a
carefully controlled profession, managed through a series of 'guilds' or professional associations. To become a baker, one
had to complete years of apprenticeship - working through the ranks of apprentice, journeyman, and finally master baker.
Not only this, the amount and quality of biscuits baked were also carefully monitored.
As technology improved during the Industrial Revolution in the 19th century, the price of sugar and flour dropped.
Chemical leavening agents, such as baking soda, became available and a profusion of cookie recipes occurred. This led
to the development of manufactured cookies.
India Biscuits Industry came into limelight and started gaining a sound status in the
bakery industry in the later part of 20th century when the urbanized society called for ready made food products at a
tenable cost. Biscuits were assumed as sick-man's diet in earlier days. Now, it has become one of the most loved fast
food product for every age group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at cost. The
States that have a larger intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar
Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold the maximum amount of
consumption of biscuits

The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright future of India Biscuits Industry. According
to FBMI, a steady growth of 15 percent per annum in the next 10 years will be achieved by the biscuit industry of India.
Besides, the export of biscuits will also surpass the target and hit the global market successfully.
Interestingly, as time has passed and despite more varieties becoming available, the essential
ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains less protein than the flour used to bake
bread) sugar, and fats, such as butter and oil. Today, though they are known by different names the world over, people
agree on one thing - nothing beats the biscuit!

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 Reason behind selecting this product

The association of our product, biscuits is an age long narration. A snack or starvation, picnic or just time pass
munching, biscuits have always been a part of it.
In today’s innovative and competitive scenario, biscuit industry still manages to hold a stand in the market and creates its
visibility amongst all commodities.
The brands play on our minds emotionally, as we have a childhood involvement. Amongst the brands of biscuits,
the image of Britannia furnishes to our perceived mind set. The other essential basis of choosing the biscuit industry and
referring to Britannia as a brand, are as per their established appeal in the market, its market share and awareness.

Industry Overview

The Indian biscuits' market is estimated to be 1.1 million tonnes per annum and valued at over Rs 50 billion. India
is known to be the second largest manufacturer of biscuits, the first being USA. It is classified under two sectors:
organized and unorganized. The present biscuits-bakery sector in India looks like a battlefront. The battle being led by
stalwarts like Britannia and Parle with close competition from other companies like ITC, Nutrine, HLL Kissan, Kwality and
even international brands like Kellogs, Nestle, Sara Lee and United Biscuits.
The biscuit segment has developed with large markets of mass consumption covering over 90% of the overall
potential market. The country comprises of huge unorganized sector. Biscuits market on an average grew at 8% per
annum in the last five years. The rural penetration of the branded biscuits segment is also significant. Towns with
populations of less than a lakh contribute significantly to the industry's turnover, with some estimates placing it at 40%.
However, rural markets largely consume lower-priced varieties, and it is here that branded biscuits meet with stiff
competition from the unorganized sector.
The unorganized sector in the biscuits segment does exert pressure on the pricing policies of the organized
players. But only up to a point since the penetration of brands in this business even in the rural areas is fairly significant.
Therefore, the value for only the branded business segment is more indicative of the industry's competitive pressures.
Three domestic players, Britannia, Parle and ITC, have thus far dominated the market—with an average annual
growth of 10-12%. According to the Federation of Biscuit Manufacturers of India (FBMI), 60% of the total market is
organized and the rest—unorganized.
As per a research conducted in 2006 though ITC was able to increase its market share by a significant percent,
Britannia still is the leader with highest volume of sales and value market share. Researcher says that Parle has been
Britannia’s toughest competitor. The biscuit market in India still has lot of room for expansion from the existing players and
the new entrants.

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 Major Players in the Industry

• BRITANNIA INDUSTRIES LTD.(BIL)

• PARLE
• ITC Ltd.
• Surya Foods & Agro Ltd. (PRIYA GOLD)

In the 21st Century, Britannia strode as one of India's biggest brands and the pre-eminent food brand of the
country. It was also equally recognized for its Innovative approach to products and marketing.

Britannia- its Market Share and Overview

BIL is the leading player in Bakery Products (Biscuits, Bread, Rusk and Cake),
jointly promoted by French food major Danone and Nusli Wadia. It enjoys market
leader ship in Biscuits with 39 % market share in terms of value. It owns key
brands like Tiger, Good Day and Marie Gold.

There are six brands contributing to 90% of its sales. Each of these brands generate sales exceeding Rs.1 billion
and these brands include Good Day, Tiger, 50:50,Treat, Milk Bikis, and Marie Gold.

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 The company wants to give a special thrust on these brands for better margin. New variants in these brands,
attractive packaging formats and introduction of small SKUs are expected to give volume growth in the domestic market.
In the last year these brands achieved double-digit growth.

BIL enjoys market leadership in all the sub-categories of biscuits, except in the Glucose category where Parle is
the leader. A recent strategic acquisition of 50% stake in Bangalore based ‘Daily Bread’ gives footholds in premium
breads, cakes and high end ready to eat foods and snacks. BIL is looking forward to increasing its stake in it from current
stake of 50%.

Unwavering growth

Despite of immense competition, BIL has managed stable growth in its top-line. Last Year most of its
pillar brands have achieved double-digit growth. This was due to Market-specific promotion activities, new products and
variants in existing products, and a variation in packaging formats.

‘OOH’ Consumption Market

Britannia is playing aggressively in the ‘Out Of Home’ Consumption market, which has
Enormous potential. The low unit products help in broadening the customer base. Small and convenient SKUs attract
more consumers to consume these, while they are outside the home.
Chota tiger has been launched at Rs.2/- for 50 gms similarly Marie gold has been launched at Rs.5/- for 75 gms,
25 gms of Little Heart at Rs.4/-.We believe that ‘OOH’ category will contributes about 7-8% of total sales in next two
to three years.

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 Margin Erosion

Due to steep rise in input costs especially in wheat, sugar, oil etc. we had seen margin erosion in last few quarters but we
believe because of good monsoon across the Country, should stabiles or reduce the prices of these commodities.
Management is looking for increase the proportion of high end products like ‘Greetings’, which would help in margin
improvement and also improve its product mix.

New Frontiers

Britannia is planning to increase the proportion of high end products and enhance newer attractive packaging
formats for High end products. Beside this last year its sale through modern trade format grew by 100 % and BIL is trying
to enhance display for products in modern trade outlet.
As stated earlier Britannia is playing aggressively in the ‘Out Of Home’ Consumption market, which has
enormous potential and with acquisition strategic share of “Daily Bread” BIL is now holding brand ‘Deluca’ in India.
Britannia’s Exports are very low it was just 0.50% and 0.62% of total turnover in 2004-05 and 2005-06 respectively but last
year its export turnover grew by 56% year-on-year basis and we estimate its export turnover will contribute at least 1.5-2%
of total turnover in next two to three years with the help of ‘Danone’. BIL also wants to diversify into other areas of foods
from biscuits and cakes and to become complete food company. We believe Britannia’s innings in these new frontiers help
to grow fast.

Category wise break up of Biscuits:

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World Per-Capita Consumption (in Kgs)

Biscuits Productions (in Tonnes)

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 Product Mix

Product mix is a combination of products manufactured or traded by the same business house to reinforce their presence
in the market, increase market share and increase the turnover for more profitability. Normally the product mix is within the
synergy of other products for a medium size organization. However large groups of Industries may have diversified
products within core competency.

The Biscuits Industry is huge altogether and further comprises of various segments and sub-divisions to cater
various type of markets and consumers.

Britannia Portfolio

GLUCOSE BISCUITS
• TIGER
• CHOTA TIGER
• TIGER CHAI BISKOOT
• TIGER ROSEMILK CREAM
• TIGER BRITA ENERGY POPS
• TIGER CHOCLATE CREAM
• TIGER ORANGE CREAM
• TIGER COCONUT ENERGY
• TIGER ELAICHI CREAM
• TIGER KESAR CREAM
• TIGER BANANA

CREAM BISCUITS
• TREAT CHOCO GELO
• TREAT DELICIOUS DATES
• TREAT APPLE PUNCH
• TREAT FLAVOURED TANGY ORANGE
• TREAT STRAWBERRY FLAVOURED SURPRISE
• BOURBORN TREAT
• TREAT ELAICHI FON
• TREAT JIM JAM
• TREAT MANGO MISCHIET
• TREAT MASTI ORANGE
• TREAT PINEAPPLE PRANK

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 NUTRI CHOICE BISCUITS

• NUTRI CHOICE 5GRAINS

• NUTRI CHOICE DIGESTIVE
• NUTRI CHOICE CREAM CRACKER
• NUTRI CHOICE THIN ARROWROOT
• NUTIR CHOICE SUGAROUT CHOCLATE
• NUTRI CHOICE SUGAROUT LITETIME
• NUTRI CHOICE SUGAR OUT ORANGE CREAM

MARIE BISCUITS

• MARIE GOLD
• VITA MARIE GOLD

MILK BISCUITS

• MILK BIKIS
• MILK BIKIS CREAM

GOOD DAY BISCUITS

• GOOD DAY CHOCONUT

• GOOD DAY BUTTER SCOTCH
• GOOD DAY HONEY & RAISIN
• GOOD DAY CHOCLATE CHIP
• GOOD DAY RICH BUTTER COOKIES
• GOOD DAY RICH CASHEW COOKIES
• GOOD DAY RICH PISTA BADAM

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 50-50 BISCUITS

• 50-50
• 50-50 MASKA CHASKA
• PEPPER CHAKKAR

LITTLE HEARTS

• LITTLE HEARTS CLASSIC

PURE MAGIC

• PURE MAGIC

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Product Comparison

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 Research Methodology

Objective of the proposed study

To study the biscuit market in India ( industry analysis)

To study the consumption pattern of consumers (Age wise consumption pattern)
To study the buying behavior of consumers keeping in mind the various attributes of the product.
Enumerate the product mix of Britannia and its consumption with competitive brands on aspects like
Price
Taste
Crispness
Size
Freshness
Color
Flavor
To study the dealers perception of the brand (Britannia) and others prospects of supply chain, packaging of the product,
segmentation etc.

Consumer Study

DATA COLLECTION

1. Data collection through personality administrated structured Questionnaires.

2. Sampling Decisions

TARGET RESPONDENTS

End Consumer : User and Non User

Age Sex: M/F

(17 – 22)
(22 – 30)
(30 & above)

Income

SAMPLING PROCEDURE :
For Consumer Survey - Quota Sampling is done.
For biscuits - Setting Age as Criteria for assigning Quotas.

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For Retailer Survey - Convenient sampling is done.

SAMPLING PROCEDURE

CALCULATION OF THE SAMPLE SIZE BY THE HELP OF THE PILOT SURVEY FOR BRITANNIA
BISCUITS.
Samples size of the pilot survey: 30

Formula used;
Where,
E =√ (p * q)/ n E - standard error p - number of users q - number of non users.
n - sample size of the pilot survey.
Substituting the values,
E = √ (26 * 4) / 30

E=1.86

N = {(p × q) [(Z) /(E)] }

Here Z = 1.96 for 95% confidence level.

Substituting the values, we get

N= 109.4779 Or 110
Therefore, the sample size for the final survey is 110

Industry analysis

Results of the survey of various class of respondent conducted by us shows that the biscuit market industry in the urban
sector of India is broadly classified into 4 major categories. Responses indicate that Britannia covers the maximum portion
of the Pie chart indicating its market share to be 38 percent.

Parle G the second largest share holder with 31 percentages is catering to diverse
palettes of rural as well as urban India.

ITC,s Sunfeast trails the share tally with a market share of 21 percent.

Others category constitutes Biscuit industries that have very small percentage of market share .Industries like Priya Gold ,
Duke , Anmol etc comprise of only 10 percent of the urban market.

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 Estimated related share of various brands of the biscuit (urban) industry in India.

Age wise consumption pattern.

Age Wise Consumption Pattern

Age wise consumption pattern of the urban biscuit industry can be classified broadly into four major segments

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Segment I (Below 17 yrs)
Segment II 17 - 22
Segment III 22 – 30
Segment IV 30 and above.

According to the Survey conducted the outcome of responses were based on various attributes like Crispness, Size,
Nutrition, Ingredients, Freshness, and Flavors etc. Below mentioned chart (SPSS Study model) depicts various age
segments Vis -a Vis their choices of tastes.

80%
70%
60%
50% Below 17
17 to 22
40%
23 to 30

30% 31 and Above

20%
10%
0% Crispiness Nutrition Ingredients Freshness Flavours

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Findings
• Out of the 4 respondents whose age were below 17 yrs , 75 percentage of respondents opted Flavour as their
highest priority.

• In the age category of 17 to 22 , the respondents opted Flavour were 60

percent of the total.Rest 40 percent opted nutrition as their best alternative.

• People in the age group of 22 to 30 considered Nutrition (45%) as their best choice.
• In the age segment of 32 and above, 71.4% of the respondents considered Nutrition as their best alternative.A
mix trend of Ingradients and flavour was seen in this category as equal percentages (14.3%) of respondents went
for both.

Product Mix of Britannia

Objective : To study the product Mix of Britannia using convenient sampling based approach.
Findings : In response to the market survey of 110 respondents following observations were recorded.
Top Three Britannia Products
Tiger 22 % share
Treat 19.4% share
Good Day 19.4% share
Besides top three products mentioned above 50-50 holds 13.9 percent.
Milk Bikkis and Time Pass another very favourate products of Britannia Basket of goddies hold 8.3 percent each.Further
followed by Nutri Choice
(5.6) and Greetings (2.8)
percent.

The Graph shows the

percentage share of various
products of Britannia .

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The Product Mix data found from the consumer survey indicates that
Products Percentage
there is a healthy consumption of Glucose (43.2%) utilized by
Glucose 43.2%
Consumer, whereas Salty Biscuits like Crack-Jack and Monaco holds
Milk 5.4%
second healthy percentage of 32.4%. Chocolate having 8.1% among
Cream 2.7%
total biscuits for Parle. Butter 5.4%
Chocolate 8.1%
Protein 2.7%
Salty 32.4%

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 45.00%
40.00%
35.00%
30.00%
25.00%
20.00% Percentage
15.00%
10.00%
5.00%
0.00%
Glucose Milk Cream Butter Choclate protein Salty

Questionnaire

Consumer’s Questionnaire

1. Do you eat biscuits?

o Yes
o No
2. What type of biscuits you normally prefer?
o Branded
o Bakery product

3. How often do you eat biscuits?

• Once in a month • Once in a fortnight
• Once in a week • Alternate days • Everyday

4. Please tick your likely tastes?

• Sweet • Salty
• Mix of sweet and salty • Others

5. Rank the buying factors (Plz tick any one of them)?

• Price • Brand name

6. Please tick the brand you normally prefer to buy?

• Britannia • Parle G
• ITC (Sun feast) • Others

7. On the basis of the below mentioned categories please tick your likely choices?
• Sweet • Salty • Others

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8. Please rate the attributes of the various biscuits give below
On a scale of 1 to 5. (1 being the Least Important and 5 being the Most Important).

Attributes Britannia Parle G ITC (Sun feast)

Crispness
Size
Nutrition value
Ingredients
Freshness
Colour
Flavors

9. If Britannia is not available in the shop will you look for it in the next
Shop?
• Yes • No
10. If the retailer gives you another brand of biscuits instead of Britannia, Will you buy?
• Yes • No

11. I like Britannia because (tick any one)

It keeps me healthy and fit
It makes me fell strong
It satisfies my hunger
It makes me feel happy
It gives me a feeling of being funky and trendy
It makes me feel energetic
It makes me think better
It is the Healthiest Breakfast I can have
It is very convenient to have
Any other (please specify) -------------------------------------------------
12. Please tick the Britannia Biscuit you like most?
Britannia Tiger Britannia 50-50 Britannia Nutri Choice
Britannia Milk Bikis Britannia Treat Britannia Time Pass
Britannia Good Day Britannia Greetings Britannia Marie Gold

12. Which TV commercial of Britannia appeals you most?

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PLEASE FILL US THE SOMETHING ABOUT YOURSELF

Name ____________________________________________________

Age Group (yrs):

(below 17 yrs)

(17 - 22)
Sex: M/F
(22 – 30)

(30 and above)

House Hold income level:

(12000 – 15000) pm
(15000 – 25000) pm
(25000 – above) pm

Occupation___________________________________________

Thank You For Your Co-operation : -

DISTRIBUTION NETWORK OF BRITANNIA BISCUITS

MANUFACTURER
↓
C & AGENTS
↓
SUPER STOCKISTS
↓
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 STOCKISTS
↓
RETAILERS

Retailers Study
Retailers Survey

A survey was undertaken of the retailers in the New Delhi and nearby regions,
primarily to find out their perceptions and reactions to the four preferred brands of biscuits. They are
namely.
• Britannia
• Parle G
• ITC Sunfeast

The sample size taken was 20

The findings of the research have been outlined below

• Most of the retailers had stocked all the above 3 brands and they were accompanied
by POP and POS promotions provided by the companies .

• As to which brand was stocked the most, 55% stored Britannia, 25% stored
Parle , and 20% stored ITC and Priya gold.

When asked to rate the visibility of the three brands ,they rated Britannia the best.

• On an average, 25 to 30 packs of Britannia and 15 to 25 packs of Parle were sold in

a day.
Britannia and Parle had the maximum credit period.
In terms of delivery system the retailers rated ITC as the best.Both Britannia and Parle were rated Fair by
the retailers.

Priya gold leaded the run in the category of Maximum credit period of the brand amongst the retailers.

Britannia was rated as the Most Aggressive selling brand by the retailers .

• The brand offering the best margin was the Priyagold brand (10%) While the rest

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offered (5%) to the retailers.

• The distributor replenished stocks once a week

Criteria for selection of the brand by the consumers

Lower Income Group Price Sensitive

Middle income group Packet Size and Price sensitive
Higher Income Group Brand sensitive.

Age group that purchases the most

1) children, females (25 to30) 2) males—senior citizen(45 to 55)

3) Packet size sold max—60 to 70 gms of rs 10. or the family packs

Retailer Survey
The survey is conducted on the retailers in Delhi in context of the perception to the major brands.
• Britannia
• Parle
• Sunfeast

1. What all brands of biscuits do you store?

• Britannia • Parle
• Sunfeast • Any other (Please Specify______________________ )

2. Which of these brands sell the most (tick any one)?

• Britannia • Parle
• Sunfeast • Any other (Please Specify______________________ )

3. Which of these brands do you offer the maximum visibility?

• Britannia • Parle
• Sunfeast • Any other

4. As per the brands the packets sold per day? Please tick
0-20 20-40 40-60 60+
Britannia
Parle
Sunfeast
Others

5. Please rate the delivery systems of the various brands?

Very Effective Effective Moderate Less Effective Not Effective

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 Britannia
Parle

Sunfeast
Others

6. Which brand allows you the maximum credit period?

• Britannia • Parle
• Sunfeast • Any other

7. Does Britannia has the most aggressive marketing strategies?

Strongly Disagree Neither agree Agree Strongly agree
disagree nor disagree

8. Which of the brands provide the highest sales incentives?

• Britannia • Parle
• Sunfeast • Any other

9. Which of the flavors of biscuits are demanded the most?

• Glucose • Cream
• Chocolate • Salted • Others

10. Which packet size sells the most?

Single Pack Double Pack Money saver
Britannia
Parle
Sunfeast

11. The age group that purchases the most?

(________________________ ____________ ____________)

12. Which is the most important criteria for the choice of selection by the consumers?

• Price • Packet size

• Brand • Any other

Communication Mix

For a successful product it is essential for the company to use the communication mix in the right way. An effective
communication mix includes the right message through the right message and the time of the communication should be
right. The companies communicate with their customers through the promotional activities that they do from time to time.

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The companies use this mix to be in constant touch with their customers and also to keep reminding them of their
presence.

The company needs to keep few criteria while designing the mix like:
• The target segment for a product needs to be kept in mind while designing a mix.
• The choice of media is very important as the advertisement has to reach to the masses.
• The objective of the communication has to be well defined as to whether it will be for a new product or an existing
product.

The elements of the marketing communications mix

Britannia’s communication mix has the following major components :

• Advertising
• Sales Promotion
• Public relations and Publicity
• Direct and Interactive Marketing
• Personal Selling

Britannia is a leading FMCG company which deals in bakery, biscuits and cheese products. It is a very old company in the
market and also enjoys the largest market share in the biscuit section.
Britannia spends a great amount on its advertisements for the various products it offers. It uses a mix of all the media
forms to reach the maximum consumers. They advertise through television, print, radio and reach out to their target
audiences.
Some of Britannia’s popular sales promotions campaigns are as follows:

• Britannia Khao, World Cup Jao which took 100 mega-winners to Old Blighty to watch the Cricket World
Cup at Britannia's expense. This was a very smart initiative taken by Britannia to motivate consumers to buy more
of Britannia’s product in order to increase there chances of being selected for the tour. Which inturn helped the
company to boost up its sales before and during the mega event.

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 • Britannia Rules! A day before the World Cup Of Cricket 99 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 mega-winners 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!).
• Another excellent example of sport personality craze and innovation came from Britannia. The company recently
offered a white marble free with every pack of Britannia Treat. The marble has a caricature of a Indian Cricketer
printed on it, an innovative conversion of craze for cricket & cricketing stars exploited with a fresh perspective.

Associated Punch lines of various Britannia Products

Products Punch Lines

50-50 “Very Very Tasty Tasty”

Good Day “Ho gaya re Good-Day”

Littile Heart “Direct Dil se”

Marie Gold “Tea Time biscuit”

Milk Bikis “Eating Milk”

Neutri Choice “Swasth khao Tan Man jagao”

Time pass “Perfect partner for Time pass moments”

Tiger “Eat Healthy Think better”

Treat “Lovable devils”

The sales promotion strategy followed by Britannia includes gift like Toys included in its packs
of biscuit segmenting towards lower age group categories.

Another strategy followed by Britannia is increasing the weight of various product packs from
60 gram packs to 90 gram packs at the same price tags.

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 Conclusion

The above mentioned study bears a judgmental mark on the product and communication mix of
Britannia biscuits. The perception of consumers indicates that Britannia is the undoubtful leader of
biscuit product in the urban part of India.

With its market share of 38 percent as compared to 31 percent by its competitive brand Parle, the
company has targeted all segments of the industry considering price, age and taste as primary
parameters of segmentation.

The study indicates that Britannia’s Glucose brands like Tiger has gathered maximum
popularity among various age segments. Neutrichoice launched in 2007 targeting towards overall
health wellness of adults did not found much popularity among others.

The attributes of Retailers studied in the report indicates that Britannia no-doubt as topped the sales
static among its competitors , its visibility stats proof its effective advertising strategies and individual
focus on segmentation.

Though ratings on companies effective delivery system and maximum credit periods given to
Retailers do not highlight a very good response , still the companies aggressive marketing strategies
indicates its seriousness towards advertising and brand promotions.

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