1 WORLD BISCUIT 2 INDIAN BISCUIT MARKET 3 FOCUS ON BRITANNIA & LINE EXTENSION 4 STUDY OF NUTRICHOICE AS PRODUCT CATEGORY

1. BRITANNIA -
NUTRICHOICE
NIKHIL YADAV,
13150,
MBA++[MARKETING]
PUMBA ,PUNE.
PUMBA

2. BRITANNIA

3. BISCUIT MARKET:
• India Biscuits Industry is the largest among all the
food industries in India.
• Turn over around Rs. 15000 CRORES!!!!
• India is known to be the second largest
manufacturer of biscuits
• States that have the larger intake of biscuits are
Maharashtra, West Bengal, Andhra Pradesh,
Karnataka, and Uttar Pradesh. Maharashtra and
West Bengal, the most industrially developed
states, hold the maximum amount of consumption
of biscuits.

4. • Indian biscuit industry has occupied around 55-60
percent of the entire bakery production
• Even, the rural sector consumes around 55 percent
of the biscuits in the bakery products.
- Sources: http://business.mapsofindia.com/india-
industry/biscuits.html#sthash.Bz9Mg0bG.dpuf

6. SOURCES:FBMI

8. SOURCES-BUSCUIT INDUSTRY ON slide share

11. Sources- parle-g marketing strategy on slide share

13. • Northern States: 28%
Southern States: 24%
Western States: 25%
Eastern States: 23%
• Glucose 44%
Marie 13%
Cream 10%
Crackers 13%
Milk 12%
Others 8%.
Sources: biscuitfederation.com

14. Few years back, large scale bakery manufacturers like
cadbury, nestle, and brooke bond tried to trade in the
biscuit industry but couldn't hit the market because of
the local companies that produced only biscuits.
• The Federation of Biscuit Manufacturers of India (FBMI)
has confirmed a bright future of India Biscuits Industry.
According to FBMI, a steady growth of 15 percent per
annum in the next 10 years will be achieved by the
biscuit industry of India. Besides, the export of biscuits
will also surpass the target and hit the global market
successfully.
Sources:biscuitfederation.com

15. “I confirm to the view that there are three things of
companies –those that watch things happen, those
that make things happen ; and those that wonder
what happened. We certainly wish to make things
happen.” Sunil K Alagh, Managing Director and CEO
August 1998.

16. Vision
" Dominate the branded dairy market in
India with milk and milk products that
enhance the health and well being of the
consumer”

17. “Our vision is that every third
Indian must be a Britannia
Consumer . We want to build a
universal acceptance for the
brand Britannia , while
expanding our business within
the bakery segment and in other
select synergetic food and
beverage area” to reflect this
new philosophy BIL had changed
its Corporate logo and slogan in
1997

18. Profile
•Registered in March 21 1918.
•One of the best known brand, its all about
eating healthy for leading a better life.
•Largest company in the Indian food processing
industry,whose product range also includes
Bread and Cakes.
•Exporter of key Biscuit brands.
•Flagship product “milk Bikkis” and “Marie
Gold”.
•CEO of Britannia Industries “Mrs. Vinita Bali”

19. Main Competitors
Product Competitor
Glucose
biscuit
Parle
Cakes Mongiris “western India”
advantage of being first brand in
this segment.
Bread Modern food, small scale
industries.
Cheese/
butter
Amul, Dabur, Nestle
Dairy
whitener
Amul , Nestle,Every day, HLL’s
Milkana

20. History
The company was incorporated in 21st March ,as a
public limited company under the Indian Companies Act
1913. The company manufactured bakery and soybean
,export of cashew, kernels marine products, general
merchandise items and computer software.
•1921-became the first biscuit company in India to
install and run a gas oven plant.
•Established a factory at “Kasara Pier Road, Mumbai”
.In the same year ,the company became a subsidiary of
“Peek Fren &co.Ltd”, and further strengthened its
position by expanding the factories at Calcutta and
Mumbai.

21. •1939-45- A large part of companies
production was diverted to war effort on
account of world war II , and 95% of the total
capacity was booked for the production of
“service biscuit.”
•1954- The development of high quality sliced
and wrapped bread in India was pioneered by
the company and was manufactured at Delhi.
•1979- On 3rd October the name of the
company was changed from Britannia biscuit
CO.LTD to Britannia Industries LTD.
•1980- Company Signed 10 year technical
collaboration with Nebico PVT. LTD, Nepal.

22. •1989- The Executive Office relocated to Bangalore
•1992-BIL celebrates its Platinum Jubilee
•1993- Wadia Group acquires stake in ABIL, UK and becomes an
equal partner with Groupe Danone in BIL
•1994- Volumes cross 1,00,000 tons of biscuits
•1997- Re-birth - new corporate identity 'Eat Healthy, Think Better'
leads to new mission: 'Make every third Indian a Britannia consumer‘
BIL enters the dairy products market
•1999- "Britannia Khao World Cup Jao" - a major success! Profit up
by 37%
•2000-Forbes Global Ranking - Britannia among Top 300 small
companies
•2001 -BIL ranked one of India's biggest brands ,No.1 food brand of
the country ,Britannia Lagaan Match: India's most successful
promotional activity of the year Maska Chaska: India's most
successful FMCG launch
Milestone

23. •2002- BIL launches joint venture with Fonterra, the world's
second largest dairy company ,Britannia New Zealand Foods Pvt.
Ltd. is born ,Rated as 'One amongst the Top 200 Small
Companies of the World' by Forbes Global ,Economic Times ranks
BIL India's 2nd Most Trusted Brand,Pure Magic -Winner of the
Worldstar, Asiastar and Indiastar award for packaging
• 2003- ‘Treat Duet'- most successful launch of the
year, Britannia Khao World Cup Jao rocks the consumer lives yet
again
•2004- Britannia accorded the status of being a
'Superbrand‘,Volumes cross 3,00,000 tons of biscuits ,Good Day
adds a new variant - Choconut - in its range
•2005 - Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao'
becomes the popular chant! ,Britannia launched 'Greetings'
range of premium assorted gift packs,The new plant in
Uttaranchal, commissioned ahead of schedule,The launch of yet
another exciting snacking option - Britannia 50-50 Pepper
Chakkar
Milestone

24. Launches
•1986- Good-day
•1989- Circuit and pure Magic
•1990- Eliachi Cream , Petit Beure, Milk
Bikkis and Fruit Bread.
•1992- Little Heart
•1993- Fifty-Fifty
•1994- Bakers Choice, Thinlite
• 1995- Pure Magic
•1996 – Marie Gold
•1997-Jim Jam, tiger, Chekkers
•1999- Flavored Milk Brand “Zip-Sip”

25. Slogans
•“Eat healthy think Better” The first two words convey
rational benefit while think better has an emotional
appeal.
•Hindi slogan “swath khao, tan man jagao” it
represents India core cultural ethos-good food leads
itself to a healthy mind.

26. Name of the company Country of Incorporation
International Bakery Products Limited India
J B Mangharam Foods Private Limited India
Sunrise Biscuit Company Private Limited India
Britannia Lanka Private Limited Sri Lanka
Britannia and Associates (Dubai) Private Co.
Limited
Dubai, UAE
Britannia and Associates (Mauritius) Private
Limited
Mauritius
Klassik Foods Private Limited India
Al Sallan Food Industries Company SAOC Oman
Britannia Dairy Private Limited India

27. Exports
•USA
•Ghana
•Saudia Arabia
•Kuwait
•Bahrin
•UAE
•Oman
•Seychelles
•Singapore

28. Eat Healthy,Think Better
Swasth Khao Tan
Man Jagao

29. Segmentation
Biscuit market in India can be segmented as follows:
Glucose
Marie
Snack
Digestive
Cream
Premium
Crackers

30. TARGET SEGMENT
 Health conscious
 Fitness conscious
 Diabetic patient
 Age group 40+[ more prone to diseases]

31. PRODUCT PORTFOLIO:

32. Products
Tiger Banana- Britannia Tiger Banana packed
with IRON ZOR and goodness of Banana is
accessible to all, being available inconvenient
packs priced at Rs.2, Rs.4 and Rs.10.
IRON ZOR helps make mind sharper and
body stronger.
NutriChoice SugarOut Sounds like yesterday
when people commented that healthy foods
meant compromising on the taste. The product
is not just sweet but tastes great, and yet
contains

33. More Products……
• Treat Fruit Rollz Want to know a little
secret? They make the besttiffin treats! Fruit Rollz is
indeed a yummy snacking option for kids, while keeping
the Moms assured about the goodness provided by the
fruit filling.
• Britannia 50-50 Pepper Chakkar - The tangy and
• distinctivepepper flavoured biscuit, is truly a
• case of leveraging the marketingmix to best
• advantage

34. NUTRICHOICE PRODUCTS-:
1. Oats Cookies
2. Ragi Cookies
3. Nutrichoice Health Starter Kit
4.Nutrichoice 5 grain
5. NutriChoice SugarOut
6. NutriChoice Digestive Biscuit

43. PRODUCT LINE VARIANTS:
• 1. Nutrichoice-hi fibre
– 75 gm*[pack of 5]= Rs.275
– 250 gm = 50
2. Nutrichoice –cookies[oats & ragi]
150 gm – Rs 55
75 gm – Rs 30
3. Nutrichoice multigrain
100 gm – Rs25
200 gm – Rs50
4. Nutrichoice classic life cracker
300 gm – Rs 45
5. Nutrichoice sugar out
flavours:lite time, chocolate, orange.
Sources:britannia.co.in

44. Current Market Scenario
• According to A.C Nielson, Parle has overtaken Britannia in the biscuits market which is Rs
15,000 crores plus in terms of revenue.
• Parle has close to 45% share of the biscuits market while Britannia has 38% share. For
years, these two companies were tied in market share with 35 % share each.
• The Rs 3600 crores premium cream biscuit market has turned hyper competitive with
Cadbury's Oreo and ITC's Sunfeast brands biting into the share of Britannia Industries, and
Parle Products planning to enter super-premium creams.
• GlaxoSmithKline Consumer Healthcare: Junior Horlicks Biscuits-toddler biscuit category.
• PepsiCo India Launched biscuit brand Aliva, it will be produced by food division Frito Lay
India.
• United Biscuits (UK), world’s third largest biscuit company, is set to enter India market.
• Shakti Bhog plans to enter biscuits segment.
Sources:businessmaps.india.com

45. KEY LEARNINGS:
• India’s lower and middle class segment will continue to hold the key to success
of the biscuit industry in India.
• Distribution (in rural markets) and advertising (in urban markets Innovation) and
launching of new brands are being adopted by the companies to grab the market.
• The companies have added new variants into their existing brands including stylish
packaging.
• One factor on which smaller players like Bisk Farm, Priya Gold, etc., are leveraging
is the "quality". Since most of the bigger players like Britannia and ITC outsource
their manufacturing, there is difference in the quality of biscuits contrary to these
firms who do the production in-house.
• The focus on urban markets have also contributed significantly to the growth
of the biscuit industry.
• Standard grocers are the leading distribution channel, with one third of the Indian
biscuit market, by value. Traditional grocers are the only other channel to take a
double-digit share.

46. Future Outlook
•Sunil K Alagh, Managing Director and CEO(August 1998) of
Britannia Industries said “we will look at only those areas
where we can be number one or two”
•Britannia Industries limited 1996-97 annual report stated
“the need of the hour is to become a low cost producer
without compromising on the quality of our product , this
will give us the cutting edge in the market place. We are
doing this by installing modern process equipments and
state-of-the-art packaging systems, focusing on quality,
global productivity and developments of new products and
processes. Those actions will help us in consolidating our
position as a vibrant and stronger player in the core bakery
operations”