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Saumya Khandelwal
BBA
Amity University
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is the manufacturer of
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since it was
launched in 1955.

G Britannia Industries Ltd is an ÿ 

and 
 certified company.
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G Britannia Bourbon Chocolate Biscuit is a thick, rich and

delicious chocolate packed between two crunchy
chocolate biscuits, topped with sugar crystals.

G These chocolate couplets can be enjoyed inside with sips

of coffee, chilling with friends, with lots of gossip and
͚gupshup͛, while reading a book or having a great hangout
at a party.
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G This biscuit is available in different

packing such as
m 
 
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!and

"
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G Bourbon is a Rs 120 crore brand.

G The brand claims to command a 72 per cent share of

the bourbon category.

G Bourbon grew by 29 per cent last year.

G According to industry observers, the chocolate biscuit

market forms 4 per cent of the total biscuit category.
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G Bourbon carved a place for itself in homes, most importantly,

without much advertising since its launch 55 years ago ʹ a feat
which few brands have been able to accomplish.

G One of the strongest reasons for this, Degan of Britannia

explains, is that not many chocolate biscuit brands existed back
then.

G Bourbon was among the first biscuit brands to talk chocolate.

G So, very little competition and Bourbon's distribution strategy

paved the way for what the brand attained.
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G or a biscuit brand that has abstained from advertising

in the 55 years of its presence in India, Bourbon has done
a good job of making inroads into Indian homes.

G Betting on its affinity with consumers built by a product

story, it probably found no reason good enough to
advertise so far.

G Now, the brand makes its first concerted foray on

television.
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G Research conducted by Britannia reveals that

Bourbon is highly consumed by the youth, and
this segment of the target audience forms a
major portion of the brand's pie.

G Quoting an expert, "When the brand talks

about 'Andar se kuchch aur', it's about bringing
out what's inside the youth, which probably
does not reflect on the outside."
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ÿ
#
$
%@


The first ever advertisement that bourbon has come up with, portrays a young girl who
after having had the first bite of bourbon biscuits conveniently stimulates her boyfriend
to force all his friends to leave so that the two could spend some time together.
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%@
ÿm ÿ
&&
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G CREATIVE AGENCY: McCann Erikson

G CREATIVE HEAD: Anil Thomas

G PRODUCTION COMPANY: Red Ice Productions

G EXPOSURE: Television
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G On an expert review of the advertisement, the feedback has not been very
favorable.

GN Padmakumar, national creative director, Everest Brand Solutions,

understands that the TV Commercial addresses just a sliver of the audience;
young adults, aged 22-30 years. It leads him to think that they must have
thought about this long and hard.
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Britannia designed a product that offered quality, performance

(in terms of being treated as a snack) and innovative features (the
first brand to ͚talk͛ chocolate).

They focused on developing superior products and improving

them over time.
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G This proved there emphasis on the PRODUCT CONCEPT,

which the company adopted in the first 55 years of its market
presence.

G But with a change in time, the company realized that a new

or improved product will not necessarily be successful unless
the product is prices, distributed, advertised, and sold
properly.
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G *##
m* m

Instead of product-centered, ͛make-and-sell͛ philosophy,

Britannia shifted to a ͚sense-and-respond͛ customer-centered
philosophy.

Britannia is building up on the fact that instead of finding the

right customers for its product, finding the right products for its
customers shall prove to be more rewarding in the long run.
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Sticking to the MARKETING CONCEPT, Britannia now holds that

the key to achieving organizational goals consists of the company
being more effective than competitors in creating, delivering,
and communicating superior customer value to its chosen target
markets.

In course of converting to a marketing orientation, the company

faced three hurdles: organized resistance, slow learning, and fast
forgetting; and it is still struggling to overcome them.