Marketing Mix analyses the

Product which covers 4P’s

(Product, Price, Place,
Promotion) and explains
the marketing strategy. We
will next elaborate the
pricing, advertising &
distribution strategies to be
used
PRODUCT
Product Variant- Jam will be launched in 4 flavours namely, Mango, Grapes, Pineapple and Mixed. Initially, these
4 variants will be launched in market. It will be a low-calorie Jam with enriched flavours of fruits.

USP of our Jam- We will be providing Jam with 25% lower calorie content and higher Fruits pulp content to
maintain the level of sweetness.

Sizes- Our jam will be available in 4 different packing sizes i.e. 20gm, 100gm, 500gm, 1000gm.
PRICE
The Jam is targeted at mass market with major target customer for the products being the mothers of small
children of middle-class families for whom price plays an important role in the buying decision of a product, the
penetration pricing strategy in its marketing mix is used to target this large audience.

The MRP of a 20gm jam is Rs. 5, 100gm is Rs. 25, 500gm it is Rs. 130 and 1000gm package is Rs. 255. The price
of the products are according to the flavors and the other ingredients added to it.

This pricing is little lower than what our competitors are offering, and the pricing is also in accordance to our
brand image. Customers will notice this, and it may motivate them to buy our new product.
PROMOTION
Britannia industries is one of India's leading food companies with a 100-year legacy. Britannia is among the
most trusted food brands. Britannia is a brand which many generations of Indians have grown up with and our
brands are cherished and loved in India and the world over. Britannia is already a well-set brand that will help
greatly in launching new product.
We widely advertised through various marketing channels such as TV adverts, Print media, retail outlets and
newspapers. The brand communication focused on increasing the category consumption. Britannia believes
that ‘Taste & Trust’ are its sobriquet and we will use this to promote the new product.

We take pride as Britannia became India’s first zero trans fat company. The same we are doing with our jam and
providing low calorie jam with higher fruit content.

To further promote our Jam, our 20gm packaging will be provided with bundled promotion along with products
that complement Jam like breads, cake and rusks to penetrate our jam into market.
PLACE
We will primarily use our existing distributors for distributing our new product; we will make some new
channels and assign some distributors to promote our product all over the country.

We are using departmental stores in shopping malls, offices and crowded areas so that people can purchase the
product easily when they like to consume. We will make our consumer by value delivery network.

Our jam should be supplied to the general stores, super stores and mega stores.