THE STUDY ON BRITANNIA

OVERVIEW OF BRITANNIA

Britannia Industries is one of India’s leading food companies with a 100 year
legacy and annual revenues in excess of Rs. 9000 Cr. Britannia is among the most
trusted food brands, and manufactures India’s favorite brands like Good Day, Tiger,
Nutri Choice, Milk Bikis and Marie Gold which are household names in India.
Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy
products including Cheese, Beverages, Milk and Yoghurt. Britannia is a brand which
many generations of Indians have grown up with and our brands are cherished and
loved in India and the world over. Britannia products are available across the country
in close to 5 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 5 per cent of revenue and
Britannia dairy products directly reach 100,000 outlets.
Britannia Bread is the largest brand in the organized bread market with an annual
turnover of over 1 lac tons in volume and Rs.450 crores in value. The business
operates with 13 factories and 4 franchisees selling close to 1 mn loaves daily across
more than 100 cities and towns of India.
They have a presence in more than 60 countries across the globe. Our
international footprint includes presence in Middle East through local manufacturing
in UAE and Oman, are the No 2 biscuit player in UAE with a strong contention to
leadership and have a similarly strong market position in the other GCC countries. We
are also the market leaders in Nepal and are in the process of investing a
manufacturing facility in the country.
Britannia’s foot print spreads across North America, Europe, Africa and South
East Asia through exports and we are investing in a state- of- the- art facility in
Mundra SEZ, Gujarat, to service the exports markets.

SRM COLLEGE, KUDAL Page 1

THE STUDY ON BRITANNIA

Britannia’s strategic expansion plan is based on the principle of ‘One new

market a year’. They plan to expand through local operations in Africa and South East
Asia in the coming years.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think
Better’. Having removed over 8500 tonnes of Trans Fats from products, Britannia
became India’s first Zero Trans Fat Company. Over 50% of the Company’s portfolio
is enriched with essential micro- nutrients which nourish the body.
The company set up the Britannia Nutrition Foundation in 2009, and began working
on public private partnership to address malnutrition amongst under-privileged
children and women.
Brand Britannia is listed amongst the most trusted, valuable and popular
brands in various surveys conducted by prestigious organizations like Millward
Brown, IMRB, WPP Group and Havas Media Group to name a few.
Their relentless focus on quality and freshness have won us prestigious accolades
including the Golden Peacock National Quality Award and the Ramakrishna Bajaj
National Quality Award.
However, the award that they cherish the most is the one given by their
consumers .Britannia is recognized as one of the most trusted, valuable and popular
brands among Indian consumers in various reputed surveys.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly
endeavor to make a Billion Indians reach out for a delightful and healthy Britannia
product several times a day!

SRM COLLEGE, KUDAL Page 2

THE STUDY ON BRITANNIA

COMPANY PROFILE

Britannia Industries Limited

Formerly Britannia Biscuit Company Limited

Type Public

BSE: 500825
Traded as
NSE: BRITANNIA

Industry Food processing

1892; 128 years ago in Calcutta

Founded 1918; 102 years ago as Britannia Biscuit Company
Limited

Headquarters Kolkata, West Bengal, India

Area served Worldwide

Key people Nusli Wadia (Chairman)

Bakery products, including biscuits, bread, cakes and

Products rusk, and dairy products, including milk, butter,
cheese, ghee and dahi

Revenue ₹8,684.39 crore (US$1.2 billion) (2017)

Operating income ₹1,251.16 crore (US$180 million)(2017)

Net income ₹843.69 crore (US$120 million) (2017)

Total assets ₹3,696.14 crore (US$520 million) (2017)

Number of employees 3,206 (as on 31 March 2017)[1]

Parent Wadia Group

Website www.britannia.co.in

SRM COLLEGE, KUDAL Page 3

THE STUDY ON BRITANNIA

VISION AND MISSION

A Mission Statement defines the company’s business, its objectives and its
approach to reach those objectives. A Vision Statement describes the desired future
position of the company. Elements of Mission and Vision Statements are often
combined to provide a statement of the company’s purposes, goals and values.
However, sometimes the two terms are used interchangeably.

 Vision And Mission Of Britannia

 Vision
To dominate the food and beverage market in India with a distinctive range of
“Tasty Yet Healthy” Britannia brands.

1. Mission
To dominate the food and beverage market in India through a profitable range of
“Tasty yet Healthy” products by making every Indian a Britannia consumer. “We
want to be part of our consumer- at home, out of home, a natural part of his life”.

SRM COLLEGE, KUDAL Page 4

THE STUDY ON BRITANNIA

SWOT ANANLYSIS
 Swot Analysis Of Britannia

1. Strengths in the SWOT analysis of Britannia

 Brand portfolio: Britannia is the only company in India that has offerings in
bakery products across the segment for all income groups due to which it’s
possible for them to acquire large share of wallet of consumers. Britannia
holds nearly 30% market share in the India’s biscuit category.
 High Brand Recall: Because of its presence across range of bakery products
like biscuits, rusk, cakes & dairy products like milk, butter & cheese etc., their
shelf visibility is high. Also their focused marketing & advertising campaigns
resulted into positive word of mouth & high TOMA (top of mind awareness).
Serving Indian Markets from last 120 years: 123 years ago, in a small house in
central Calcutta (now Kolkata) an intrepid baker made a batch of delicious,
golden brown biscuits. These were meant for officers of the British Raj and
their families, people used to the high standards of English tea-time snacking.
Over the last century and a quarter, Britannia has been serving the Indian
consumer with a range of fresh, nutritious and flavor-rich products. Today,
Britannia is a leading food company in India with over Rs. 6000 crores in
revenues, delivering products in over 5 categories through 3.5 million retail
outlets to more than half the Indian population.
In depth product portfolio: It has different offering for different income groups
with large assortments across the product categories like in Biscuits they have
tiger ,milk bikis , Good day, Bourbon ,little hearts, crackers , nutria-choice.
Market Penetration and distribution: Being present in the market with such
large SKU’s and making it available through its robust distribution system,
Britannia has penetrated to every nook & corner of the country.
 Market Leader in bakery: Britannia Industries Limited (BIL) is a major
player in the Indian Foods market with leadership position in Bakery category
and has a market share of ~ 30% in the industry. Britannia offers both
delightfully indulgent and healthy choices in biscuits, bread, cake, rusk and a
range of dairy products that include cheese, curd and specially formulated
functional beverages with a dairy base.

SRM COLLEGE, KUDAL Page 5

THE STUDY ON BRITANNIA

2. Weaknesses in the SWOT analysis of Britannia

Over dependency on the biscuit business: Britannia’s 75% revenue comes
from biscuit business. Although they are market leader in the same but over
dependency on the same may affect their long term existence in the business.
 Various brands got commoditized over time: Brands like Bourbon &
glucose biscuits of Britannia got commoditized over time such as in case of
“bourbon”, Parle also introduced “Parle bourbon” biscuits. Brand name when
used like this by other companies, creates confusion in the mind of the
consumers resulting in loss of sale.
 No overseas presence: Apart from India Britannia have presence in Dubai &
Oman that too through subsidiaries. But overall export of the products is very
less then its actual potential.
Struggling dairy business: Dairy business contributes only 5% of the company’s
overall revenues.

3. Opportunities in the SWOT analysis of Britannia

 Emerging Dairy Industry: With organoleptic (flavor, taste & color) features
shaping the dairy industry, improving dairy products can help the company to
improve their market share & reposition itself in dairy market.
 Changing lifestyle & demand for healthier food products: Improvement in
literacy rate, health awareness, changing lifestyle,& increase in disposable
income are shaping the demand for healthy food products.
 Overseas Market: Expanding its business to other overseas market can help
the company to emerge as a global player in the food products.

4. Threats in the SWOT analysis of Britannia

 Competition in the market: With increasing number of players (local players
– Anmol, Priya & national- ITC, Parle), it’s becoming very hard for the
company to differentiate themselves from others. There is also threat from
counterfeit products destroying its brand image in the market.
Price of raw material: Increasing price of commodities will result in further
increase in the price of the end product. Further increase in price will result in
decrease in profitability or reduced consumption.

SRM COLLEGE, KUDAL Page 6

THE STUDY ON BRITANNIA

 Buyers power: With highly diversified consumer goods market where there
are lots of brands claiming different sorts of benefits, it’s very difficult for
consumers to stick to a particular brand & hence results into brand switching
where consumer get power to select a brand based on several factors like
availability, reference group recommendation, preference & price.

SRM COLLEGE, KUDAL Page 7

THE STUDY ON BRITANNIA

MARKETING MIX 4P’S STRATEGY

1. Product – The first of the Four Ps of marketing is product. A product can be

either a tangible good or an intangible service that fulfills a need or want of
consumers. Whether you sell custom pallets and wood products or provide
luxury accommodations, it’s imperative that you have a clear grasp of exactly
what your product is and what makes it unique before you can successfully
market it.
2. Price – Once a concrete understanding of the product offering is established
we can start making some pricing decisions. Price determinations will impact
profit margins, supply, demand and marketing strategy. Similar (in concept)
products and brands may need to be positioned differently based on varying
price points, while price elasticity considerations may influence our next two
Ps.
3. Promotion – We’ve got a product and a price now it’s time to promote it.
Promotion looks at the many ways marketing agencies disseminate relevant
product information to consumers and differentiate a particular product or
service. Promotion includes elements like: advertising, public relations, social
media marketing, email marketing, search engine marketing, video marketing
and more. Each touch point must be supported by a well positioned brand to
truly maximize return on investment.
4. Place – Often you will hear marketers saying that marketing is about putting
the right product, at the right price, at the right place, at the right time. It’s

SRM COLLEGE, KUDAL Page 8

THE STUDY ON BRITANNIA

critical then, to evaluate what the ideal locations are to convert potential
clients into actual clients.

 4p’s Of Britannia
1. Product
Product is the first slice of 4p brand products can be divided into two types
i.e.,tangible & intangible products. Britannia products are of palpable products
because these can taste, smell, touch.
There are three types of production:
1. Care products:
It deal about what really wants?
2. Actual product:
It deals about brand name ,features, quality,design, packing of the products.
3. Augmented product:
It deals about warranty, after sales services etc.

2. Price
Price is the cost of product that the customer pay to in terms of the monetary
value. Pricing the product plays an important role the company to achieve
major markets share. Pricing company has to factors like fixed & variable
costs, company objectives, competition etc. Price is one of the main factors
that affect the consumer buying process. In others words price is the amount
paid by the consumer to the product. Britannia followed the pricing strategies
adopted are:
1. Competition pricing:
Britannia set a price which is reasonable when compared with competitors.
2. Product line pricing:
Pricing the different products within the same product line. The healthier the benefits
and the feature given the superior consumer will pay. This pricing discrimination
helps the company in maximizing the profits.
3. Bundle pricing:
Bundles a group of products at a reduced price when providing the family packs.

SRM COLLEGE, KUDAL Page 9

THE STUDY ON BRITANNIA

4. Value based pricing:

Value based pricing means provide in the good quality products, good service for the
good price.

3. Promotion
Promotion is the invitation given to the general public telling that the product as come
from the company as to public to buy the product. Now a day’s company are
spending huge amount s on the promotion of the products & services. Britannia
company promote there through advertising which include print, broadcast etc. Sales
promotion during festival seasons etc. Most of the advertisement for products will
happen through buzz marketing because of the taste & quality of the biscuit. Slaman
Khan acted as a brand ambassador for the tiger brand. Britannia is increase its sales
by providing festive officers.
4. Place
Place where the product is available to the target consumers to buy Britannia
industries is having a strong distribution channel in the India. We will find Britannia
product in all retail outlets whether it is big or small. We can find Britannia products
in both rural & urban areas. Britannia industries select the distribution & sell their
products to retailers who will sell to consumer Britannia industries company having
different manufacturing units in India. Britannia follows are the channels of
distribution where in it appoints distributors at select ocation.

SRM COLLEGE, KUDAL Page 10

THE STUDY ON BRITANNIA

MICRO FACTORS ANALYSIS

The micro-environment of a business includes the factors in the immediate
area of operation affecting its performance and decision making freedom.
They include competitors, customers, distribution channels, suppliers, and the
public. These factors affect the performance of the business in several ways
and understanding them is important for strategy formulation. It also helps in
organizational planning for operational efficiency and financial success. These
factors are important for any business. Below is a brief analysis of these
micro-economic factors that affect nearly every business.

 Micro Factors Of Britannia

1. Competitor Competition:
BIL has a market portion of 38 % and has been turning at 27 % , compared to
the industry growing rate of 20 % ( Saxena, R ( 2007 ) Battle-scarred
Britannia on enlargement fling, Business Standard ) and has many rivals based
on the nature of merchandise.
Parle and ITC ( Sunfeast ) pose a great competition to BIL ( Biscuit Industry:
India ( 2010 ) , Market Research India ) . BIL gaining major of its income
from the biscuits ( Britannia Annual Report 2007-08 ( 2008 ) ) , and Parle and
ITC are the other major participants in biscuit market.
BIL is besides into the production of dairy merchandises, where the two major
participants in market are Amul and Nestle. Amul is the leader in the dairy
industry.
There is besides a high degree of competition from the unorganized baking sector.
Overall competition is high.

2. Threat of New Entrants:

The entry on a little graduated table dairy industry and in the unorganized
baking sector is easy.
But on the other manus to come in the big graduated table dairy industry and
organised baking sector a immense sum of investing is required in footings
geting assets and to set up supply and distribution ironss.

SRM COLLEGE, KUDAL Page 11

THE STUDY ON BRITANNIA

Government ordinances refering to nutrient norms and others may besides

look to be unattractive.
Looking at the latest tendencies, the bakeshop industry is expected to gain
immense grosss which might pull new entrants ( Vijay, N ( 2008 ) Indian
Bakery sector foresees high growing and increasing involvement in
merchandise offering, FnBNews.com ) .
So the menace of new entrants is moderate.

3. Threat of Substitutes:
Savory bites, chip, cereals, fruits and other fast nutrient can be substituted for
biscuits.
Dairy merchandises are doubtful to be replacing with other merchandises as
they key ingredients of bulk of people ‘s diet.
So the menace is a really moderate menace of replacements.

4. Buyer‘s Power:
The purchaser ‘s of these merchandises could be a retail merchant or the
consumer.
Both the dairy and bakeshop industry are monetary value sensitive, so a small
addition in monetary value might take the consumer to switch other trade
name or merchandise. So the purchaser ‘s power is calculated to be really
strong.

5. Supplier‘s Power:
The major supplies for a bakeshop industry include wheat, sugar and other
agribusiness merchandises. And the major supplies for dairy merchandises are
milk.
It ‘s hard to dicker with the providers of the above mentioned inputs as the
monetary value of these inputs is majorly influenced by the production of
these inputs. The monetary values tend to be high as the demand for these
merchandises is lifting at much faster rate than supply.The secondary supplies
include the packaging stuff.
The secondary supplies can be easy substituted with the low-priced 1s to
salvage on cost. Overall the provider ‘s power is assessed to be moderate.

SRM COLLEGE, KUDAL Page 12

THE STUDY ON BRITANNIA

MACRO FACTORS
1. Technological Environment
In the times we live in, technology is constantly changing it is important that
the business can keep up with the changes. Technology does not only confine to
computers and IT services. It includes products, manufacturing processes,
techniques etc. The technological developments can be a huge advantage for a
firm. But at the same time of the technology used by the firm becomes obsolete
due to such developments, then it can also be a threat to the firm.
Britannia Industries Ltd technology is one of the most important way of being
competitive in the highly competitive market area. Not only this, it drives
globalization, the factors and available services as well as products. An
organization should innovate and be compatible with the technologies

2. Economic Factors
The economic conditions of the economy and the performance of a business
have a very close relationship. A business depends on the economy for all its
inputs and factors of production. It also sells its products and services in the same
market. A market is never in one stable condition. It is always in a flux. If there
is a boom in the market then all businesses will benefit from the favorable
conditions.
The income will be higher, rate of interests will be low, new capital will be
available etc. Also, the opposite is also true in case of a bust.
The Britannia Ltd economics factors or forces involves interest rates, inflation,
growth of economic, cost of living, working hours, wages rate and exchange
rates. Combining these factors, it last greater and inevitable impact on
organization

3. Political Factors
The political environment of a country is the combination of three branches of
the government – legislature, executive and the judiciary. The political
environment of a country will mainly depend on the political beliefs and
ideologies of the party in power at the state and central levels.

SRM COLLEGE, KUDAL Page 13

THE STUDY ON BRITANNIA

These are the Britannia Industries Ltd forces that tends to be altered by the
influence of government on the infrastructure of country. The political factors
may involves environment regulation, employment laws, tariffs, tax policy,
trade restrictions, political stability and reforms. It is noteworthy, that the
charities needs to be included where a government are not willing services and
goods to be provided.

4. Social Factors
The culture or social influence on certain businesses vary from country to
country. It is significant to consider these factors. The social factors included
safety and health consciousness, various demographics, population growth
rates and culture aspects.

5. Socio-Cultural Environment
The social values and culture of an environment play a huge role in the
functioning of the company. So when the social environment changes it can have
a direct or indirect effect on the company.
Cultural forces also have a significant impact on the success of a company in the
long run. Especially in a country like India where the cultural influences are
strong and complicated.
.

SRM COLLEGE, KUDAL Page 14

THE STUDY ON BRITANNIA

PRODUCT LIFE CYCLE

What Is a Product Life Cycle?

INTRODUC
GROWTH MATURITY DECLINE
TION

Products, like people, have life cycles. The product life cycle is broken into
four stages: introduction, growth, maturity, and decline. This concept is used
by management and by marketing professionals as a factor in deciding when it
is appropriate to increase advertising, reduce prices, expand to new markets, or
redesign packaging.

 Product Life Cycle Of Britannia

A new product introduced in the market goes through a sequence of multiple

stages. This cycle maps all the stages of a product’s life span that are related to
promotion and sales. The product life cycle traditionally follows 4 stages
which range from introduction of the product to its demise. As a product

SRM COLLEGE, KUDAL Page 15

THE STUDY ON BRITANNIA

moves through these stages, its pricing, promotion, packaging, and distribution
are re-evaluated and changed, if required, to prolong its life.
1. Introduction:
In introduction phase, a new product is released in the market after obtaining
intellectual property rights like patents and trademarks, if required. The
branding strategy and pricing model is decided before rolling out the product
and awareness is built in the target market subsequently. As the product is new
to the market, chances of not having a market are more or even if there is a
market, it might be too small and so there is a need to build a base for the
product at the introduction stage, rather than making an immediate profit. The
characteristics of this phase are low sales, negative or low profits and selective
distribution.

Britannia recently (feb 2015) launched choco chunkies under its good day
cookie biscuit range, heralding a completely new category of cookies in the
country-chunkies. This latest offering is a super premium chocolate product
made using state of the art technology, is in its introductory phase. This
product is the most expensive in Britannia’s biscuit product line and costs rs
50 for a pack of six biscuits.

2. Growth:
This stage is marked by a rapid increase in sales and is the key stage for
establishing a product’s position in a market, increasing sales, and improving
profit margin. To achieve this the marketing and promotional activities are
taken up to increase consumer demand and reduce manufacturing costs. The

SRM COLLEGE, KUDAL Page 16

THE STUDY ON BRITANNIA

characteristics of this phase are rapidly rising sales, increasing profits and a
growing number of competitors. Intensive distribution methods are brought
into practice to maximise market share. In this stage a category is established
by entrance of competitors.

Britannia launched nutri-choice biscuits in 1998 and re-launched it in 2006

which created a new category of healthy biscuits and currently has captured
around 60% of market share in this category. This trend was followed by itc
which launched ‘farmlite’ range of biscuits and much later by Parle which
entered the war-zone around 2014 with its ‘simply good’ range of healthy
biscuits.
3. Maturity:
Saturation of market is the key indication of a product being in maturity stage
of its life cycle. This indicates that most of the consumers use the product and
further sales depends upon population growth. All the distribution pipelines
get exhausted making price competition intense. The characteristics of this
phase are peak sales, high profits and prices are set to match or beat
competitors.

SRM COLLEGE, KUDAL Page 17

THE STUDY ON BRITANNIA

Britannia tiger glucose biscuit launched in 1997 as a competitor to Parle g

glucose biscuits. While both the biscuits are available all over India, Parle g
dominates tiger with a share of 70% as compared to 17% of tiger biscuit in
glucose segment. The prices are very competitive tiger 125 gm is available at
rs 10 whereas in the same price one gets 133 gm of Parle g glucose biscuits.
Hence, the product has reached its maturity phase.

4. Decline:
At this stage the market for a product declines and this stage marks the
beginning of the end of a product. This happens because of a number of
reasons including change in consumer taste, increased competition and so on.
The typical characteristics of this stage are declining sales, declining profits
and phasing out of unprofitable channels.

SRM COLLEGE, KUDAL Page 18

THE STUDY ON BRITANNIA

NEW PRODUCT DEVELOPMENT

A new product development (NPD) covers the complete process of bringing

a new product to market. A central aspect of NPD is product design, along with
various business considerations. New product development is described broadly as the
transformation of a market opportunity into a product available for sale. The product
can be tangible (something physical which one can touch) or intangible (like a
service, experience, or belief), though sometimes services and other processes are
distinguished from "products." NPD requires an understanding of customer needs and
wants, the competitive environment, and the nature of the market. Cost, time and
quality are the main variables that drive customer needs. Aiming at these three
variables, innovative companies develop continuous practices and strategies to better
satisfy customer requirements and to increase their own market share by a regular
development of new products. There are many uncertainties and challenges which
companies must face throughout the process. The use of best practices and the
elimination of barriers to communication are the main concerns for the management
of the NPD.
The product development process is articulated and broken down in many
different ways, many of which often include the following phases/stages:
1. New Product Strategy – Innovators have clearly defined their goals and
objectives for the new product.
2. Idea Generation – Collective brainstorming ideas through internal and
external sources.
3. Screening – Condense the number of brainstormed ideas.
4. Concept Testing – Structure an idea into a detailed concept.
5. Business Analysis – Understand the cost and profits of the new product and
determining if they meet company objectives.
6. Product Development – Developing the product.
7. Market Testing – Marketing mix is tested through a trial run of the product.
8. Commercialization – Introducing the product to the public.

SRM COLLEGE, KUDAL Page 19

THE STUDY ON BRITANNIA

 New Product Development Of Britannia

SRM COLLEGE, KUDAL Page 20

THE STUDY ON BRITANNIA

FAILURE OF NEW PRODUCT

Product and brand failures occur on an ongoing basis to varying degrees

within most product-based organizations. This is the negative aspect of the
development and marketing process. In most cases, this “failure rate” syndrome ends
up being a numbers game. There must be some ratio of successful products to each
one that ends up being a failure. When this does not happen, the organization is likely
to fail, or at least experience financial difficulties that prohibit it from meeting
profitability objectives. The primary goal is to learn from product and brand failures
so that future product development, design, strategy and implementation will be more
successful.
A product is a failure when its presence in the market leads to:
1. The withdrawal of the product from the market for any reason;
2. The inability of a product to realize the required market share to sustain its
presence in the market;
3. The inability of a product to achieve the anticipated life cycle as defined by
the organization due to any reason or,
4. The ultimate failure of a product to achieve profitability.

SRM COLLEGE, KUDAL Page 21

THE STUDY ON BRITANNIA

BRANDING
Branding is the marketing practice of actively shaping your brand. That’s the
basic definition, but there is so much more that goes into it.
Branding is what your business needs to break through the clutter and grab
your ideal customer’s attention. It’s what transforms first-time buyers into lifetime
customers and turns an indifferent audience into brand evangelists. It’s what you need
to stand out, make an impact and take your business to the next level.
 Branding Of Britannia
It has sharply segmented its go-to-market.
1. Both at the front end and at the back end, Britannia has been significantly
investing in higher and better quality of human resources. It has sharply
segmented its go-to-market strategy rather just increasing the number of
outlets unlike other fmcg companies.
2. Britannia has been working with the international consulting agency for
building capabilities.
3. Introducing personal consumption packets attract youth and people on the
move, adding to transit point such as bus stops at major junctions etc. Has
increased its distribution network,and addressing workers in the business
process outsourcing industry.
4. Britannia has doubled his ad spent to increase its branding.

Britannia, has been making big “little” changes to its branding. The little
changes are big development , hence branding is an indication of new strategy.

SRM COLLEGE, KUDAL Page 22

THE STUDY ON BRITANNIA

1. Sub-brand logo change :

The good day brand has gone a step ahead with their thought of ‘ho gaye re
good day’ and have created a new logo that expresses happiness and feeling
good on any day !

The nutrichoice logo tries to sow the wholesomeness by having a round shape
and purity/goodness with the green leaves plus sun rays which showcases taste
and healthy.

2. Size of the corporate brand has reduced substantially:

With its new branding unit where the sub-brands have been given importance
and prominence and the corporate brand Britannia plays only a support role
rather than an endorser role by shifting from house of brands to hybrid brands.
This is also a huge shift in role for the corporate brand, this alsosignals that
thecompany believes that the sub-brands have evolved to that stage where
they can be their own endorsers now. As the equity for good day which has
been around for many decades now, deserves to be treated as a separate brand
in the industry. But also what is interesting to note is that currently the nutri
choice brand is being made bigger than the Britannia branding. The
nutrichoice range is a relatively new addition to Britannia’s portfolio (when
compared to good day) while this brand dominates the health biscuits market,
the health biscuit market is very small and is also expected to grow at a very
tremendous pace. It could also mean that Britannia has planned to focus and
maintain their leadership level in the health biscuits category which was

SRM COLLEGE, KUDAL Page 23

THE STUDY ON BRITANNIA

recently encroached by the fmcg- itc Sunfeast farmlite.while only good day &
nutrichoice have been given an up lift as of now, so it is quite possible that all
the sub-brands might be redesigned in a particular manner. This move in
architecture gives the company greater flexibility to expand the sub-brands
beginning with nutrichoice heavens and good day chunkies.

SRM COLLEGE, KUDAL Page 24

THE STUDY ON BRITANNIA

PACKING AND PACKAGING

SRM COLLEGE, KUDAL Page 25

THE STUDY ON BRITANNIA

SALES PROMOTION

 SALE PROMOTION OF BRITANNIA

1. “BRITANNIA KHAO , WORLD CUP JAO”

 “BRITANNIA KHAO , WORLD CUP JAO” was the theme adopted in
1999
 Three months promotion that assure a free day to London for fifty lucky
consumers of Britannia products.

2. LAGAAN
 “lagan – the super hit movie”a small lucky group to play the game with the
movie the star of lagan
 The bet for those who pick up Britannia tiger packs from now on till
December will be a chance to play Amir Khan’s Lagaan XI in a real cricket
match in Mumbai in the last week of December 2001

3. ASSURED GIFT
 On buying four packs of BRITANNIA biscuits of any value from MORE
super market g et one gift voucher of assured Rs 150 gift

4. FREE SAMPLES
 Britannia Pure Magic Chocolush
How To Get Free:
1. Follow On Twitter @Unblockthemagic
2. Tweet use has #Unlockthemagic
3. Wait for Response
4. Britannia send you golden key on twitter messages put your golden key
http://unlockpuremagic.com

SRM COLLEGE, KUDAL Page 26

THE STUDY ON BRITANNIA

SRM COLLEGE, KUDAL Page 27