PROJECT REPORT
ON
MARKETING STRATEGIES OF BRITANNIA INDUSTRIES
SUBMITTED TO:
PROF: ASHUTOSH PANDEY
SUB: MARKETING MANAGEMENT
SUBMITTED BY:
TANUJA GUPTA
PGPX2
ROLL NO: 005
TABLE OF CONTENTS
1. About the organisation – Britannia Industries Limited.
2. Vision and mission statement
3. STP- Segmentation, Target and Positioning
4. Product Analysis
5. SWOT Analysis
6. Competitors Analysis
7. Marketing tactics adopted using 7Ps.
8. Market share Analysis
ABOUT THE ORGANISATION – BRITANNIA INDUSTRIES LIMITED
Vision and mission statement
Vision and Mission Statement
VISION
To dominate the food and beverage market in India with a distinctive range of
“Tasty Yet Healthy” Britannia brands.
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”.
As per the official website of the Britannia Industries Limited, it’s philosophy is
to “Make things happen”.
Britannia Industries has been living up to every word of their vision and mission
statement. The corporate statement captures the Indian concept of unity of mind
and body. For more than 100 years now, Britannia has been a part of everyday
life of most Indians. The vision is that every third person should be a Britannia
consumer.
STP- SEGMENTATION, TARGET AND POSITIONING
Segmentation, targeting and positioning are together a three stage process. The first stage
being understanding the different kinds of customers, then selecting the target audience
which will serve the purpose best and finally implementing the segmentation by optimising
the products and communicating the same effectively.
Target audience of Britannia are consumers of dairy and bakery products. It’s positioning is
of a manufacturer of premium quality, healthy biscuits, bakery and dairy products. They have
both healthy and snack-worthy option which is why kids and teenagers like Britannia.
There are four basis of market segmentation:
Demographic segmentation: This looks at identifiable non-character traits such as
age, religion, gender, ethnicity, income, etc. of the population. Britannia products can
be segmented as follows:
o Age: Children – Fruit rolls, tiger biscuits, treat(cream) biscuits.
o Elders: Good day, cream cracker, 50-50.
o Youth: Little hearts, cream biscuits.
o Income group: Low income group, easy on pocket. Priced between 5 and 10:
Tiger, Marie Gold, Milk Bikis.
o Higher income group: Good day, Nutri choice, Choco Nuts.
o No differentiation on the basis of gender, ethnicity, religion.
Psychographic segmentation: It deals with mental and emotional characteristics of a
person. These attributes may provide valuable insights into consumer’s preferences,
needs and motives. Some examples are attitudes, lifestyles, beliefs, etc.
o Britannia has created a niche segment from their slice cake product line
which has some food characteristics in a biscuit. The cream base biscuits are
very popular among children and adults alike.
Behavioural segmentation: It is dividing consumers according to their behaviour
patterns.
o Benefits: Such as health benefits, Britannia has Nutrichoice series of biscuits,
tea time snack biscuits, sooji toast, etc,
o User status: Little hearts and time pass for lovers.
o Occasion: fruit rolls for special occasions like birthdays or other parties, snack
biscuits.
Geographic segmentation: When consumers are divided on the basis of geography
such as country, city, rural or urban area, weather, etc. Britannia at present is not
having any geographic specific segmentation.
TARGETING
The company is focused on creating a long term relationship with the consumers since
they are of utmost importance. In 2018, upon completing 100 years in business,
Britannia launched an advertisement “exciting goodness” through which is wants to
create an image of a lively product which can also be healthy. Britannia has different
target markets for different products and they use a full market coverage strategy with
different products.
o Tiger: targeted primarily for rural consumers. Since, priced nominally, it is also
targeted for low income level consumers.
o 50:50: It is a salty biscuit meant for evening tea snacks, targeted for mainly
working professionals and even for blue collar job employees.
o Marie gold: for big families where requirement is high. Also, for health
conscious consumers.
o Good day: all age groups, income groups. Now available in all kind of
packaging – small medium and large covering entire consumer spectra.
POSITIONING: It involves implementing our targeting. Positioning is a creative exercise
for an existing product
The refreshed new positioning for the brand is exciting goodness which is the USP and is
sticking to it. It celebrates the 2 fundamental choice drivers – wellness and excitement.
Britannia has uniquely placed itself as a brand for consumption and lifestyle. It is viewed as a
premium affordable brand. This enlarges the scope of the brand for future as well.
With the most intensive distribution network, wide range of biscuits and cookies, Britannia
has an image that generates fun along with a belief of good quality. It is market leader in
cookies segment.
PRODUCT ANALYSIS
Britannia is majorly competing in the cookies and biscuit segments. About 75% of the
revenue is from biscuits followed by cake and rusk which contribute 10%, then breads which
contribute 8%, diary 5%, cream wafers, croissant, salty snacks 2%.
Let us understand the product mix of the brand.
The biscuits segment can be segmented as follows:
Glucose Cream Cookies Health digestive Others
Tiger Bourbon Britannia cookies Marie gold 50-50
Milk bikis Treat Good day Nutri choice Time pass
Oat and ragi
cookies little heart
Nice time
Let’s timeline the key new product launched in the last decade:
Year Segment Product
2011 Biscuit Good Day Chip Cookies, Treat O , Nutri Choice
Non biscuit Acti Mind , Dahi , UHT Milk, Healthy Start - Porridge, Oats , Upma
2012 Biscuit Pure Magic , 50-50 Snack fruits
Non biscuit Gourmet cheese , Tiger flavoured milk, Multi Grain bread
2013 Biscuit Variants of Time Pass, coffee variant in Bourbon
2014 Biscuit Campaigns for Good Day , Nutri Choice, Chocolate variant in Jim Jam and
Treat
2015 Biscuit Nutri Choice Heavens, Good Day Chunkies
Non biscuit Britannia Nut n Raisin Cake
2016 Biscuit Pure Magic Chocolush, Tiger Cashew Cookies
2017 Biscuit Good Day Choco Chips and Nuts cookies, 50-50 Mathri Masti , Nutri Choice
Digestive Zero
Non biscuit Cake Biscotti
2018 Biscuit Launch of Good Day Wonder full, renovation of Treat, revamp of Good Day
Chocolate, launch of Pure Magic Deuce – Chocolate and Vanilla
2019 Biscuit Launch of Good Day Cashew Almond, Chunkies Cookies, Pure Magic
Chocolush, Tiger Choco Cookies, whole wheat Vita Marie Gold, renovation
of Bourbon, 50-50, Tiger Creams and rusk
Non biscuit Veg. muffins, wafers, layer cake, brownie and Swiss roll
New Britannia Tiger: Britannia Tiger has transformed itself to a healthier and tastier
version, thereby addressing every mother’s concern on their kids’ nutrition. It is now
packed with 25% of daily growth nutrients.
Britannia NutriChoice Oat and Ragi Cookies: These are ‘Diabetic Friendly’ Essentials
specially designed for people with diabetes. These biscuits are scientifically created to
suit the special lifestyle and nutrition needs of diabetics to manage extreme swings in
blood sugar levels.
Veg Cake: It is a 100% vegetarian cake with all the softness and delight a cake should
have. It has zero cholesterol and 3 months’ shelf life.
Treat Fruit Rollz: Available in four flavors- these newly launched fruit rolls are
specially designed for children to satisfy their taste buds.
SWOT ANALYSIS
STRENGTHS WEAKNESS
A century old Indian company. Small portfolio of dairy products.
Trusted brand with strong recall value. Huge advertisement and marketing
Strong presence in rural market. expenses.
Innovative advertisement. Dependence on retailers.
Extensive distribution network. Low overseas presence.
Strong financial risk profile.
OPPORTUNITIES THREATS
Overseas market. Competition
Product diversification Increase in raw material costs
Buyers’ power
Strengths:
Trusted brand with strong recall value: Britannia is one of the leading players in the Indian
biscuit industry with a market share of over a third in value terms. The strong market
position is supported by a wide distribution network. The company has a diversified portfolio
of biscuits across all seven categories: glucose, marie, cookies, crackers, cream, milk, and
health. It is also entering new segments of wafers, baked salted snacks, milk shakes, lassis
and crossiants. It has improved its direct reach to 21.5 lakh outlets in Q1 of 2021.
1. Competitors Analysis
Competitor Profiles
1. Nestlé
Nestlé is the world’s leading Nutrition, Health and Wellness company
headquartered in Switzerland. It has presence across India with 8
manufacturing facilities and 4 branch offices.
It has market capitalization of Rs 70,193.39 crores which is more than 2.5
times the market capitalization of Britannia Industries.
Nestlé India signed an Agreement with Magic Bus India Foundation on
17th December 2014. Nestlé will be able to reach out to 50,000 adolescents in
a year, across metros raising awareness about Nutrition Health and Wellness.
2. GlaxoSmithKline Consumer Healthcare
GlaxoSmithKline is a leading healthcare company formed by the merger of
GlaxoWellcome and SmithKline Beecham.
Journey of GSK Consumer Healthcare in India began with Horlicks.
Horlicks, Boost, Maltova and Viva are the Nutritional products
manufactured by GSK Consumer Healthcare.
2. Marketing tactics adopted using 7Ps.
3. Market share Analysis
REFERENCES
http://britannia.co.in/about-us/overview
