2. 1892 in Calcutta (now Kolkata) with an initial investment of Rs. 295.
1979 Britannia Biscuit Company was re-christened Britannia Industries Limited
(BIL). Four years later in 1983, it crossed the Rs.100 cr
Principal activity in the manufacture of biscuit, bread, rusk & dairy products.
In 1997, the company unveiled its new corporate identity -"Eat Healthy,“ Think
Better”
Britannia is one of India's 100 Most Trusted brands listed in The Brand Trust Report
Forbes Global rated Britannia, One amongst the Top 200 small companies of world.
Received the most respected company award 2011 from Business Standard.
3.
4. PRODUCT
Britannia product is available in all Over India.
Tiger, Good day & Marie worth 300 crs in annual
sales.
Product are available in a number of variants.
The product are available in attractive packaging
Products Punch lines:-
50-50:-“Very Very Tasty Tasty
Little hearts:- “ Direct Dil Se”
5. All products are easily available all over India.
Available in all from small stores to big retail
outlets.
Through a joint venture with the Khimji Ramdas
acquired 70% beneficial state in Dubai based.
Acquiring the 49% stake of joint venture partner
Fonterra in the dairy business.
6. Product Name Weight Price
Good day ( BRITANNIA) 100gms Rs 10.
Marie gold(BRITANNIA) 337gms Rs 25
Marie light( ITC LTD) 137gms Rs15
Sunfeast ( ITC LTD) 90gms Rs 12.
7. Advertisement:- Television, newspaper &
magazines
Events-Britannia Khao World Cup in 1999
Sales promotion small pack of 50-50 with
good day, free gift pack in festive season
Britannia’s SHUBH KAAMNAYEIN for special
festivals like Diwali, Holi, Raksha bandhan
Britannia brands are endorsed by celebrities
e.g. Salman khan
8. Age group:- different products for different age
group e.g:- Tiger for kids, Little hearts for youth.
Consumed by people in urabn, semi urban &
rural ares.
Niche marketing segment for those who
individually are on the go, company introduced
small packs.
9. Tiger targeted on kids
Little hearts targeted on youth
Good day targeted on all age groups
Marie gold targeted health conscious people
10. Little hearts positioned to be snacks
Marie gold positioned at tea time biscuit
Good day positioned for everybody for
spreading happiness
Tiger biscuit positioned for growth & energy
in kids among masses
USP of brand:- Trust among consumers
11. The major competitors of Britannia are as
follows
BRITANNIA:- 48%
PRIYA GOLD:-20%
PARLEG:-16%
PURE FOODS:-8%
OTHERS:-8%
BRITANNIA
PRIYA GOLD
PARLE-G
PURE FOODS
OTHERS
12. STRENGTH
Extensive distribution network, Innovative
advertisement
WEAKNESSES
Low penetration in rural market, not an extensive
overseas market
OPPORTUNITIES
Increasing demand for diet & sugar free biscuit,
targeting interior areas of India
THREATS
Margin war among the major brands, local bakery
product