Britannia Industries Ltd.
Eat Healthy, Think Better
Company’s product categories and product features– Britannia Industries Limited has many products portfolio. It deals with varieties of Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt.
Britannia India is a brand which many generations of Indians have grown up.
1) Biscuits- Britannia Industries Limited have 11 varieties of biscuits i.e., Good Day, Crackers, Nutrichoice, Marie Gold, Tiger, Milk Bikis, 50-50. Jim Jam + Treat, Bourbon, Little Hearts, Pure Magic and Nice Time. In 2006, Tiger biscuit is the mass market brand which boost the sales in $150.75 million which includes exports to the U.S. and Australia. This amounts to 20% of Britannia revenues for 2006.
Biscuit is one the fastest growing categories within Fast moving consumer goods (FMCG). The per capita consumption of biscuits in India relative to certain developed economies is quite low and offers important opportunities for category growth. In view of the widespread penetration of biscuits among households more than 90%, the opportunity for innovation and scale is large in this category.
3) Cakes- Britannia Industries Limited have 7 varieties of cakes i.e., Gobbles, Tiffin
Fun, Nut and Raisin, Muffles, Layerz, Rollyo and Fudgeit. The year 2018-19 has
seen the company launch 3 new formats of cake and it intends to further work on its innovations in the cake category. The Britannia aim is to lead the market through launch of many new-to-market products and thereby, retain its strong market share and competitive position.
5) Creme Wafers- Britannia Industries Limited have only one varieties of Crème wafers i.e., Treat Crème Wafer. The business operates with 13 factories and 4 franchisees selling close to 1 Million locals daily across more than 100 cities and towns of India.
Products Features of Britannia Industries Limited
Britannia Industries Limited believe
in better quality of ingredients to provide his customers. Britannia made their products which is 100% vegetarian. For cow’s milk product which is
used in dairy products of Britannia, they highly care about the taste, color,
size of its products like the physical parameters. Generally, it depends on the
type of milk used to make these products of Britannia.
1) Zero Trans Fat-
Britannia Industries not care about the products only, even they take care of
customers too. So, they made some of the biscuits, cakes, dairy products in
that manner which will not increase the Fat of consumer.
2) Britannia Cheese-
Britannia cheese is made with a recipe which is developed post extensive
research in trying to understand the Indian palette, which is made to deliver a
delicious taste. Even this cheese is made from one of the largest factories of
cheese in India. Chesses requires a cold temperature when the product is
transport. So, they care about it because this product has to cover a
nationwide.
3) No sugar-
some of people demands that they want a cookie sugar free. But they also want
its cookie will deliciously creamy, soft, very smooth and luxurious to taste.
So, they made of some of the products sugar free like cheese cake, biscuits and
many more.
4) Britannia Butter-
The salient features of this products are pasteurized table butter which is
rich yellow color having a rich creamy taste and iodized salt is added. Milk
fat is 80% having no sugar.
5) Britannia Milk-
First of all, they boil Britannia milk at 1350 Celsius to kill bacteria and
ambient. They packed milk inside the Tetra pack with six layers of total
protection which is also available in slimz range 0% Fat and 0% Cholesterol.
6) Britannia Ghee-
This ghee is made up of cow’s milk fat, which is in yellow color and fine
grains. The Goodness of Cow’s mike which is rich aroma and milk Fat 99.7% with
rich of vitamins.
There are many more products of
Britannia Industries limited which is not possible to mention it all with full
of detail.
All IMC tools and strategies
To interact with consumes and understand their buying behavior- During the process of selling Britannia products in store, it was very important that we should have to know what are customer want, need is, his buying actions, the customer, powerful and all the aspects impacting the buying actions example public etc. Britannia do a small study which had been performed by making them complete a set of questions while interacting with them and selling goods to them.
Certain customers were product devoted toward their particular brand and they don’t want to switch to other brand, but many were willing to change to the low costs that Britannia was providing, in the customers mind.
Brand Ambassador of Britannia Industries is Salman Khan which endorse its range of 'Tiger' brand of biscuits. According to Britannia, Salman Khan will play a role in further enhancing Tiger's core values through his association in presenting the brand, its products and promotional activities.
To attract
youngster- Britannia created 50-50 as a biscuit snack for young adults
with its sweet and salty taste. The salty time pass brand is targeted at the
same age group as well, Britannia mariegold, is a respected tea-time offering
that is packed with wheat energy and has found much favor with health-conscious
urban adults. Good day, a cookie filled with rich ingredients is a healthy
everyday treat for whole family. They even provide an offer of 20% extra on all
biscuits.
When Baahubali movie release, the craze of movie was extremely high. So, they decide to print the packet of Baahubali in biscuits. By giving an enthusiasm that those who eat this biscuit will become a Baahubali.
❖ Promotion is
the one of the major aspects in marketing strategies. To create a strong brand
image of Britannia Industries Limited, use different type of promotional
activities such as advertising, sales promotions and public relations etc. It
helps in increasing the brand awareness. Britannia
Biscuits are available to consumers, even in the most remote places and
in the smallest of villages with a population
of just 1500 only.
❖ The
marketing mix is a business tool used in
marketing. Marketing decisions generally fall into the following four
categories of Britannia Industries Limited:
a) Product
b) Price
c) Place
(distribution)
d) Promotion
The goal is to make decisions that the four P’s on the
customers in the target market in order to create perceived value and generate
a positive response.
b. Different
size and shapes like Britannia milk packets.
c. Good
for health, tasty, attractive packaging like Tiger biscuits and bourbon.
d. Good
quality and in a number of variants.
e. Brand
image of fun, taste and health.
a. Market
penetration pricing for product like tiger biscuit only Rs.5
b. Product
quality leadership for products like Good day and Treat.
c. Special event pricing in festival season like Diwali, New Year, etc.
Promotion of Britannia Industries Limited
a) Advertisement- Television, Newspaper, Magazines and Radio
b) Sales promotion- Small pack of 50-50 with Good day, free gift pack in festive season, rural marketing fair and big malls.
c) Been a sponsor for many cricketers on Bats.
d) Lagaan match in 2001.
e) Britannia Khao World Cup Jaco in 2016.
f) Interactive web sites.
❖ Place of Britannia Industries Limited
a) Factories at Kolkata, Delhi, Mumbai, Chennai, Uttarakhand, Bihar and Orissa
b) All products can be found in all the places
c) Available in small stores to big retail outlets
d) Also, they are targeting college canteens as sole contractors for the supply of biscuits and other products.
Recent promotional campaign
Britannia Industries Limited
was extremely active in rolling out the new products. It introduced its Little
Hearts brand which is also known as “melt in the mouth” biscuits. Little Hearts
Orange (orange-flavored biscuits) and Classic retail for only 10 Rupees.
Britannia also added Blackcurrant Treat, Good Day Gingernut, Jam Treat and Good
Day Choco-Nut to its growing biscuit line. For the bread and dairy markets,
Britannia introduced Milk Man low-fat cheese slices and NutriChoice
vitamin-enriched bread.
The promotion strategies use by the Britannia to
strengthening its brand association with cricket was amazing. As the innovation
or craze for cricket and cricketing stars exploited with a fresh perspective to
advertised its Britannia Treat Biscuit packet.
❖ Britannia
has increased its sales by announcing revamped
and variety offers to his customers
during the festival seasons like Diwali, Rakshabandan, Independence
Day and many more. They give an offer to customers to get
multi packs of Britannia products in one kit with low prices. Some of customers
attract to purchase because the style and color of kit is dam pretty. So, they
don’t need to wrap it again with follower papers, etc.
1) Small
pack of 50-50 with Good day, free gift pack in festival season, rural marketing
fair.
2) Been
a sponsor for many cricketers on Bats.
3) “Britannia Khao World Cup Jao” in 2016 promotion
further fortified the affinity consumers had with ‘Brand Britannia’.
4) The
Lagaan Match was voted India’s most successful promotional activity while the
delicious Britannia 50-50 Maska-Chaska
became India’s most successful product launch.
Britannia do many marketing campaigns for their products to
influence more sale.
1.) Over 40 years of childhood friendship- This is
the latest video campaign of Britannia Industries, where a daughter give a bite
of biscuit to his father. When her father takes a biscuit in half biscuit in
hand, he falls in childhood memory and do remembering his childhood. This is
emotional happiness appeal in this advertisement. This is the video link https://youtu.be/ICd9aAQRAXw
2.) Britannia Roll You- In this video Campaigns, a
mother and his son coming back to home. His mother telling him that whether she
purchase all items or not. When his mother asks for Britannia roll, he says
that he ate it because it seems to be very delicious. Tagline- “Bite Together
Delight Together”. This is the video link- https://youtu.be/6u9bceoaT28
3.) Khushiyon Ki zidd karo- This advertisement of
Good Day is so much popular as cast is Deepika
Padukone. In this campaign, she gives Good Day biscuits to children who
is coming back to school by getting a returns of paper toys. This is
the video link- https://youtu.be/RAwafBq5f0w.
1.) Instead of video advertisement, Britannia use
testimonials for its customer who have used their products daily in order to
get feedback. Previously, they put their testimonials
in the official website of Britannia India. Result, people think that Britannia
is really boost the person when he was tired after job by watching this testimonial
of people in the international brands in 2014. This is informative
strategy.
2.) Britannia try more to influence its beverages in the eyes of Indian. So, they come up in the movie of “Koi mill Gaya” in which Hrithik Roshan drink Britannia milk which represent that it can drink all age group whether be a child, actor, younger and elder.
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