MM PRESENTATION

BRITANNIA
SUBMITTED BY:-Shubham Chawla
Shubham Sahu
Naman Tyagi
Rishabh Jain

BRITANNIA INDUSTRIES

Britannia , one of Indias biggest

brands was started in1892 with an
initial investment of Rs.295.
Headquarter in Bangalore , Karnataka.
Largest company in the India food
processing industry , whose product
range also includes Bread and Cakes
Exporter of key biscuit brands

PRODUCTS & LAUNCHES

1986
1989
1990
1991
1992
1993
1994
1996
1997
1999

GOOD DAY
PURE MAGIC
MILK BIKKIS
FRUIT BREAD
LITTLE HEARTS
FIFTY FIFTY
THINLITE
MARIE GOLD
JIM JAM , TIGER
FLAVOURED MILK BRAND ZIP - SIP

IMPORTANT PERSONS OF
COMPANY

CHAIRMAN

Mr. Nusli N
Wadia

MANAGING
DIRECTOR

Mr. Varun
Berry

SLOGANS

Eat healthy think better The first two

words convey rational benefit while
think better has an emotional appeal.

Hindi slogan swasth khao , tan mann

jagao It represents Indias core
cultural ethos good food leads itself
to a healthy mind.

MAIN COMPETITORS
PRODUCT
Biscuits
Cakes

Bread
Cheese
Dairy
whitener

COMPETITOR
Parle , ITC , Priya Gold
Mongiris - advantage
of being first brand in
this segment
Small scale industries
Amul , Dabur , Nestle
Amul , Nestle ,
Everyday

SEGMENTATION ,
TARGETING AND
POSITIONING

Market segmentation means dividing the

total market for a product into different parts
i.e. segments on certain bases.

BASIS OF MARKET
SEGMENTATION

GEOGRAPHIC - Segmentation according to

geographic criterianations, states, regions,
countries, cities, neighbourhoods, or postal
codes.
DEMOGRAPHIC - Segmentation according to
demography such as age, gender, occupation and
education level
BEHAVIORAL - Segmentation according to
knowledge of, attitude towards, usage rate,
response , loyalty status to a product.
PSYCHOGRAPHIC - Segmentationmeasured by
studying the activities, interests, and opinions of
customers.

DEMOGRAPHIC
SEGMENTATION

Age:
Kids-Fruit Rolls, Tiger & Treat
Matured People-Good Day, Cream
Cracker
Youth Little Hearts, Cream Biscuits
Income: Lower Income Group- Tiger, Marie
Higher Income Group-Good day,
NutriChoice
Gender:For both Male & Female

BEHAVIORAL
SEGMENTATION

Benefits-For Health Benefits; All Nutri

Products, Tea Time Snack Biscuits &
Suji Toast
User Status Little Heart Biscuit &
Time Pass for Couples.
Usage Rate-Marie Gold is for High
Usage Rate Customers.
Occasion-Snack Biscuit, Fruit Rolls for
occasion purposes.

PSYCHOGRAPHIC
SEGMENTATION
Britannia has adapted itself according to
the convenience and lifestyle of the
Indianconsumers so Britannia came up
with a different and new product line
consisting of Biscuits , Bread , Cheese ,
Butter , Cakes.

NICHE SEGMENTATION

Britannia Slice Cakes and Britannia good

day are designed for the people who
actually also wants some food
characteristics in a biscuit. Different
cream biscuits are also made for the
people who love to have a biscuit with
cream.

TARGET MARKETS

Britannia Tiger-Low Price & Low

Income Group
Britannia 50-50-Tea Snack & Kids
Britannia Marie Gold-Biscuit &
Family Size.
Britannia Good Day-Higher Income
Group
Treat Fruit Rollz-Children, during
celebration & Occasion time.

POSITIONING

TIGER:Positioning is done for modern

mother
LITTLE HEARTS: Positioning is to be a
snack
GOOD DAY:Positioning is as everyday
biscuits which bring happiness in
everyones lives
MARIE GOLD: Positioning as a tea
time biscuits with proteins

WEAKNESSES
Over dependency on biscuit
business
Similarity of products
No overseas presence
Struggling dairy business

STRENGTHS
120 years in industry
In depth product portfolio
Market penetration and
distribution
Market leader in bakery

SWOT
ANALYSIS
THREATS
Competition in the market
Price of raw material
Buyers Power
Infation

OPPORTUNITIES
Share in dairy industry
Demand for healthier
products
Overseas Market

CURRENT MARKET SHARE

Sales

6%

18
%

38
%

5%

33%

BIL
Parle
ITC
Surya Agro
Others