Академический Документы
Профессиональный Документы
Культура Документы
1. Introduction
2. Punch Line Used
3. Company Overview
4. History
5. Industry Overview
6. Profile
7. Milestones Britannia
8. Company Vision
9. Product Mix
10. History of Biscuits
11. Different Products
12. Product Comparison
13. Product Description
14. Distribution Network Of Britannia Biscuits
15. Growth Strategies of Britannia
16. Marketing Strategy
17. Market Share
18. Research Methodology
19. Up- Coming new Products
20. Conclusion
21. Reference
Introduction:-
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!
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.
Profile
Name Designation
Projects
Systems
CONTACTS
The Company's plants are located in Mumbai, Kolkata, Delhi,
Chennai and Uttarakhand.
Contact Britannia
Registered Office
5/1/A Hunger ford Street,
Kolkata - 700 017
West Bengal
Ph: 033 - 2287 2439 / 2287 2057
Fax: 033 - 2287 2501
Executive Office
Britannia Gardens,
Airport Road, Vimanapura,
Bangalore - 560 017
Ph: 080 - 6692 8000
Fax: 080 - 2526 3265 / 2526 6063
Mumbai Office
Neville House, 1st Floor
Currimbhoy Road, Ballard Estate,
Mumbai - 400 001
Maharashtra
Ph: 022 - 2261 8071
Fax: 022 - 2262 6657
Milestones of Britannia
The Genesis - Britannia established with an investment of Rs. 295 in
1892
Kolkata
1975 Britannia Biscuit Company takes over biscuit distribution from Parry's
Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new
1997
mission: 'Make every third Indian a Britannia consumer'
BIL enters the dairy products market
1999
"Britannia Khao World Cup Jao" - a major success! Profit up by 37%
Forbes Global Ranking - Britannia among Top 300 small companies
2000
Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular
2005
chant!
Britannia launched 'Greetings' range of premium assorted gift packs
The new plant in Uttaranchal, commissioned ahead of schedule.
The launch of yet another exciting snacking option - Britannia 50-50
Pepper Chakkar
Britannia industries formed a joint venture with the Khimji Ramdas Group
2007
and acquired a 70 percent beneficial state in the Dubai-based Strategic
Foods International Co. LLC and 65.4% in the Oman-based Al Sallan Food
Industries Co. SAOG.
Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic
2008
Cookies', Low Fat Dahi and renovated 'MarieGold'.
COMPANY VISION
To be one of the best biscuit and baked snack producers
in Europe.
To produce innovative products for an ever changing
markets.
Healthy biscuits and snacks using finest ingredients.
Growth Strategies of Britannia: India’s Emerging Food
Conglomerate
Pedagogical Objectives:
Product portfolio management, brand extension and market
segmentation of Britannia
Analysing product innovation strategies of Britannia as its
competitive advantage
Organic and inorganic growth strategies of Britannia to face the
challenges in the Indian biscuit industry
History of Biscuts
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.
The recipe for oval shaped cookies (that are also known as
boudoir biscuits, sponge biscuits, sponge fingers, Naples biscuits
and Savoy biscuits) has changed little in 900 years and dates
back to the house of Savoy in the 11th century France. Peter the
Great of Russia seems to have enjoyed an oval-shaped cookie
called "lady fingers" when visiting Louis XV of France.
The macaroon - a small round cookie with crisp crust and a soft
interior - seems to have originated in an Italian monastery in
1792 during the French Revolution.
The inspiration for fortune cookies dates back to the 12th and
13th Centuries, when Chinese soldiers slipped rice paper
messages into moon cakes to help co-ordinate their defence
against Mongolian invaders.
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.
CREAM BISCUITS
NUTRI CHOICE
MARIE BISCUITS
• MARIE GOLD
• VITA MARIE GOLD
MILK BISCUITS
• MILK BIKIS
• MILK BIKIS CREAM
50-50 BISCUITS
50-50
50-50 Maska Chaska
Pepper Chakker
LITTLE HEARTS
PURE MAGIC
• PURE MAGIC
Tiger
With a brand name like 50-50, can the product be anything but
fun? Launched in 1993, 50-50 belongs to the family of crackers
and is considered the "very very tasty tasty" snack.
Britannia 50-50 is the leader in its category with more than one-
third of market share. The versatile and youthful brand constantly
aims to provide a novel and exciting taste experience to the
consumer. As a result, in 2001, the delicious Maska Chaska was
launched as a variant of the original brand and became an instant
success.
The 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, optimistic - and combining it with a
delightful product range to offer variety and choice to consumers.
DISTRIBUTION NETWORK OF BRITANNIA
BISCUITS
MANUFACTURER
↓
C & AGENTS
↓
SUPER STOCKISTS
↓
STOCKISTS
↓
RETAILERS
Growth and profitability
The company is a growing and profitable one. Between 1998 and 2001,
the company's sales grew at a compound annual rate of 16 per cent
against the market, and operating profits reached 18 per cent. More
recently, the company has been growing at 27 per cent a year, compared
to the industry's growth rate of 20 per cent. At present, 90 per cent of
Britannia’s annual revenue of Rs2,200 crore comes from biscuits.
Marketing Strategy
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.
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.
MARKET SHARE
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 38 % 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.
Up- Coming new Products
NutriChoice 5 Grain
Tiger Banana
NutriChoice SugarOut
Don't be taken for a ride when you read "Sugar Free" label
on many biscuit packs marketed in India or abroad. Even
with 100% no-added sugar, wheat-cereals in biscuits have
their own natural sugar content. Britannia has chosen to
represent these biscuits with "No Added Sugar" claim, as
there is no added sugar in the processing of NutriChoice
SugarOut.
In your next visit to a shop just look out for its Golden-green
international carton pack.
Try one and you'll know that you've made one smart choice
- NutriChoice.
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
2. Sampling Decisions
TARGET RESPONDENTS
(17 – 22)
(22 – 30)
Income
SAMPLING PROCEDURE :
SAMPLING PROCEDURE
CALCULATION OF THE SAMPLE SIZE BY THE HELP OF THE PILOT SURVEY FOR
BRITANNIA
BISCUITS.
Formula used;
E =√ (p * q)/ n
E = √ (26 * 4) / 30
E=1.86
N= 109.4779 Or 110
Industry analysis
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 ,