REACH & COVERAGE

http://www.britannia.co.in/bnf/media/britannia-in-health-nutrition.pdf 1. 2. 3. 4. 5. 6. 7. Britannia brands and products enjoy unparalleled consumer penetration and reach!! Britannia brands reach more than 300 Million homes across India More than 40% ofBritannia consumption happens in Rural India Britannia sells about 6 Billion packs of biscuits products every year Britannia products are available through more than 3 Million stores across the country Britannia has a leader presence in very frequently consumed Bakery & Dairy categories India: A complex inter-network of cultures, food behaviors, economic strata and health levels Population : 1.1 Bn No of Households : 200 Mn Setting new benchmarks on Diversity, Channels, Cultures ,Languages and Media 7 Mn Retail outlets 3,800 urban centers 627,000 villages

CHANNEL STRUCTURE & physical distribution or logistics

http://www.scribd.com/doc/63878505/MM-II-Project-Report-Britannia-SecD-Group-7-1

Physical distribution starts at the factory. Manager at Britannia make decision of warehouse and transportation carriers that will deliver the goods to final destination in the desired time at the lowest cost possible.
Manufacturing unit of product at britannia Depots and warehouse Wholesalers and distributors Retailers : small mid large customers

Britannia is using the intensive distribution for its product so as to achieve the followingbenefits: Increase of the product availability Promote the retailers to compete more aggressively Increase coverage and sales

Major players in the distribution network are as mentioned below: Depots Wholesalers and Distributers Agents (If required) Retailers

Britannia nearly had 1800 wholesalers, catering to 501000 retail outlets directly / indirectly.It also had a strong dedicated field force service which is about 200. Additionally, 48 depots and carry and forward agents supplying goods to the wide distribution network .Britannia has level 1, level 2, level 3 distribution channels levels. Level 1: Availability of Britannia biscuits at all the departmental stores across the country Level 2: Since its an FMCG product, this channel exists for the customers spread across India Level 3: Mass consumption and suitable for both domestic and international coverage Its logistic strategies include material management, material flow systems and physicaldistribution aided by information technology (IT)

CHANNEL DESIGN FOR RURAL MARKET couldnt find much. Found 1 slideshow
interesting. Have mailed you that.

PROMOTION FLOWS

BRITANNIAZindagimein lifePresented By :Ghanshyam Guptaghanshyamgupta7@gmail.com 2. HistoryIt is one of the premier food product company in India started its business in Calcutta (now Kolkata) with an initial investment of Rs. 295 as a small biscuit company in 1892 and has grown to a household name.

3. Advertising ChannelsPress Advertisement.Television Advertisement.Radio Advertising. 4. SegmentationBiscuit market in India can be segmented as follows:GlucoseMarieSnackDigestiveCreamPremiumCrackers

5. MARKET SEGMENTATIONAge Group Different product for different age groups. e.g.. Tiger and Treat for kids , little hearts for youths and Good day for elder ones.Niche snacking segment- For those individually which are on the go, the company introduced small packs .Occasions Britannia's subhkaamnayein is for special occasions like festival .

6. Tiger Butterscotch, elaichi, strawberry, banana, orange , etc.Key competitors like ITC (sun feast) , surya foods (priyagold), Parle agro do not provide such wide range of flavored glucose biscuits.PRODUCT

7. Targeted basically on kids.Positioning is done for modern mothers who play an enabling role for their children to compete in today's world and thus want the best. Over the years, Tiger has become the mass-market face of Britannia symbolising fun and energy in both urban and rural India, and transcending glucose biscuits.

8. LittleHeartsIt is the only type of snack biscuit in the market. A wafer biscuit with sugar coating.

9. Little Hearts is targeted towards the growing youth segment. A completely unique product, it was the first time biscuits were retailed in pouch packs like potato wafers.

10. Good DayBritannia Good day started premium biscuits enriched with cashew , butter, badampista, etc. (1986)

11. This rich biscuit enjoys a fan following of consumers across all ages. Good Day is amongst the fastest growing brands in Britannia's portfolio and is today the market leader with almost 2/3 share of the market. The brand is synonymous with everyday treats that infuse happiness into people's daily lives.

12. Milk bikisThe only biscuits with milk flavored cream, makes it the most different product in front of its key competitors.

13. Milk bikis too is targeted towards kids who may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has been trusted by mothers as a source of growth energy of milk and their loyalty to the brand has made it an integral part of their children's nutrition regimen.

14. MarieThe oldest brand of Britannia. The no.1 in its category. 15. Targeted and positioned towards tea time biscuit lovers. 16. 50-50This biscuit comes under snack biscuit. It was launched in 1993. It came with a flavor of Maska Chaska as a difference. IT covers 1/3 of the market share.

17. Britannia in overseas 18. Middle EastIn March 2007, Britannia Industries Limited formed a Joint Venture with the Khimji Ramdas Group, one of the largest and the most respected business conglomerates in the Middle East. It offers a wide spectrum of products under the brand Nutro, which is a leading biscuit brand in the Middle East.

19. Sri Lanka 29th August 2008 goes down in the history of our company as the day, when Britannia started manufacturing and marketing its products in Sri Lanka.Products manufactured in Sri Lanka include the most popular Milk Bikis, Milk Cream Smileys, Vita Marie Gold, Creams and Cookies.

20. PRICEAll the biscuit under Britannia has kept appropriate pricing.Every biscuit has economy packs to family packs.This style covers every economic segments in the market.

21. PROMOTIONSALES-PROMOTION e.g. Eat healthy ,Think better, Buy Britannia ,see cricket ,eat only Britannia Exchange 4 empty packs with a booklet , when Tiger was introduced in the market.Britannia supplied note books , scales pencils to children in the name of its new brand of cost .Britannia is providing small gifts in the Britannia treats pack.

22. PUBLIC RELATION+ DIRECT MARKETINGBuying biscuits means buying health nutrition and food , Britannia conducted by Qualitative and Quantitative research , surveying over 5000 consumers , how they perceived the brand .

23. PLACECommunication Channel T.V , RADIO Distribution channel Big Bazaar , Retail shopThey give first communication channel on advertisement, promotion .They spend huge amount own money over to distribution channel , they keep their product in front of customer, they compel to customer to purchase .

CONSUMER DISTRIBUTION CHANNEL Manufacturer North Region south region east region west region

Dealer

Wholesaler

Retailer

Consumer

PROMOTION
Britannia promotes itself through: Advertisements Television, newspaper,magazines, radio, etc. Sales Promotion Small pack of 50-50 withGood Day, free gift pack in festive seasons,rural marketing fair, etc. Events Britannia Khao Worls Cup Jao in1999, The Lagaan Match in 2001, etc. Interactive web site.