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1. PROJECT TITLE: “MARKET EXPANSION OF BRITANNIA PRODUCTS
THROUGH APPLIED GAP ANALYSIS OF THE MARKET”
NAME: ARINDAM MAJUMDER
ROLL NO.: DM17F08
SECTION: PGDM 6

2. SECTOR INFORMATION OF FAST MOVING CONSUMER GOODS
 FMCG Industry is the 4th largest in India comprising of Production, consumption and Export of goods
 The FMCG sector has grown at an annual average of about 15% over the last decade and it is expected to touch
$103.7Billion
 The packaged food industry comprises one of the most popular baked goods in India and valued total $30 Billion
 FMCG Industry contribute 2.4% in Indian GDP
 Multi-brand and single-brand retails are the major growth drivers for the consumer market.
 In the last few years, the FMCG market has grown at a faster pace in rural India compared with urban India.
Semi-urban and rural segments are growing at a rapid pace.
15.7 17.8 21.3 24.2
30.2 34.2
41.1 44.9 46.5 47.8 49.9
103.7
0
20
40
60
80
100
120
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2020
FMCG INDUSTRY SIZE IN INDIA(US$ BILLION)
9.2 10.4 12.3 13 14.8 16.2 18.92
29.4
100
0
20
40
60
80
100
120
2009 2010 2011 2012 2013 2014 2015 2016 2025
RURAL FMCG MARKET IN INDIA (US$ BILLION)
Source: www.ibef.com, www.aceanalyser.com

3. COMPANY INFORMATION
• Indian based company established in 1892, with an investment of Rs. 295 in Kolkata
• Britannia is the leading biscuit manufacturer with a 38% market share of the overall market.
• Net revenues: Rs. above 9000 crores (FY17)
• Owner Mr. Nusli Wadia &CEO Mr. Varun Berry
• Core business is biscuits that contributes a lion's share of 93%,and another 6.3% comes from dairy & Milk
products
• Britannia is present in the Middle East markets through its subsidiaries Al Sallan Food Industries Co, Oman and
Strategic Food International Co LLC, Dubai.
• Britannia is one of India's 100 Most Trusted brands listed in The Brand Trust Report.
Source: www.Britannia.co.in,www.moneycontrol.com,www.ibef.com

4. GLUCOSE CREAMCOOKIES
HEALTH
DIGESTIVE
OTHERSYOGURTCHEESEBUTTER
OTHERS
• Tiger • Bourbon
• Treat
• Milk bikis
• Good Day
• Wonderfulls
• Marie Gold
• Nutri choice
• 50-50
• Time pass
• Little heart
• Nice time
• Chezza
• Cheese slice
• Butter
• Premium butter
• Britannia Yogurt • Milk shake & Chees
• Premium ghee
• Daily Fresh dahi
CAKES
• VEG CAKES
• BAR CAKES
• CHUNK CAKES
BRADES
•Whole wheat breads
•White sandwich breds
•Daily breds
PRODUCT PORTFOLIO OF BRITANNIA

5. COMPETITOR ANALYSIS
Product Competitors
Glucose biscuit Parle (parle-g) , ITC (sunfeast)
Cakes Monginis, in “Eastern India” advantage of being
first brand in this segment
Bread Modern food , small scale industries
Cheese/ butter Amul , Mother dairy , Goo
Dairy whitener Amul , Nestle

6. Britannia
38%
Parle
33%
Others
16%
ITC
11%
Priya-Gold
3%
Mondelez
3%
OVER ALL MARKET SHARE
MOTILAL OSWAL SURVEY REPORT MARCH 2016
BRITANNIA
45%
ITC
10%
PARLE
6%
MONDELEZ
31%
OTHERS
8%
CHOCOLATE CREAM SEGMENT
Parle-G
70%
Britannia
Tiger
18%
ITC Sunfeast
9%
Others
3%
A.C.NIELSON SURVEY 2016 REPORT
GLUCOSE SEGMENT

7. SWOT ANALYSIS
• Extensive distribution network
• Providing a wide range of biscuits
• Innovative Advertisements
Strengths
• Dependence on stores & retailer.
• Not an extensive overseas market.Weaknesses
• Increasing demand for diet, sugar free biscuit
• Retaining loyal retailers and wholesalersOpportunities
• Local bakery products, Imitations
• New entrants – eg:cadbury Oreo, sunfeast dark fantasyThreats

8. STP OF BRITANNIA
SEGMENTATION
• It has mass production, mass distribution and mass promotion of Tiger, Good Day for all
buyers
• Consumed by people staying in urban, semi urban and rural areas.
• According to the Demographic it targets mostly from age 5-50
• According to Psychographic it targets occasion related offers such as “Durga-utsav anand”

9. • Britannia as a whole inculcates ‘Selective Market Specialization’ strategy.
• P1 – Good Day
• P2 – Pure Magic, Digestive
• P3 –Tiger,50-50,Milk Bikis, Treat
• M1 – High income
• M2 – Mid income
• M3 – Low income
TARGETING & POSITIONING

10. • Tiger:
• targeted on kids
• positioning is done for modern mother
• Little Hearts
• Targeted on youth
• positioning is to be a snacks
• Good Day
• Target all age groups
• Positioning is as everyday biscuits which bring happiness in everyone's lives
• Marie Gold
• Pargeting health conscious people and especially working women
• Positioning as a tea time biscuits with proteins
TARGETING

11. 0
20
40
60
80
100
120
NO. OF FIND OUT NEW OUTLETS FROM BARANAGAR
TERRITORY
LEARNINGS & FINDINGS

12. 0
20
40
60
80
100
120
ACTIVATED NEW FIND OUT OUTLETS FROM BARANAGER
TERRITORY

13. 404 404
0
50
100
150
200
250
300
350
400
450
new find out outlets activated outlets of them
COMPARE TO FIND OUT NEW AND ACTIVATED
OUTLETS
320 330 340 350 360 370 380 390 400 410
no. of findout new outlets no. of existing outlets
COMPARE TO EXISTING AND FIND OUT
NEW OUTLETS IN A TERRITORY

14. 0
14
7
14 14
BIL PARLE ITC BISK FARM RAJA
GRAPHICAL REPRESENTATION OF CREDIT PROCESS

15. PRODUCT AWERNESS OF BRITANNIA
65
80
45
60
75
50
20
CAKES & BRADE COOKIES
GLUCOSE CREAM
HEALTH DIGESTIVE SWEET & SAIL
DAIRY
28
7
14
7
21
14
77 77
28
14 14
0
5
10
15
20
25
30
Normal grocery /
confectionary
Big Bazaar Normal malls Sharkari bhander
Discount
Proximity
Service
Variety
CONSUMER RETAILER PREFERENCE

16. 34.78 %
8.70 %30.43 %
4.35 %
21.74 %
SCHEMES THAT ATTRACTING CONSUMERS
Bundling Offer
Coupons
Extra Quantity
Lucky Draws
Price Off
21
49
35
70
0 10 20 30 40 50 60 70 80
Cost Quality
More benefit
Satisfaction
Seasonal Change
REASON FOR BRAND PREFERENCE
Total
Poly. (Total)

17. 28
70
56
0
10
20
30
40
50
60
70
80
News-paper Television Word of mouth (Pamphlets)
Total
WHICH MEDIA INFLUENCE THE PEOPLE MOST
0
10
20
30
40
50
60
70
80
90
above 35,000 rs. 25,000 to 35,000 rs. 10,000 to 25,000 upto 10,000
big bazar relience fresh normal grocery stores special bekary & dairy stores
CONSUMER PREFERENCE OF MODERN RETAIL
BASED ON INCOME BACKGROUND

18. SUGGESTION AND RECOMMENDATIONS
• Britannia dairy Products are not best in market and company have to give good margin to retailers for selling
dairy products
• Increasing its distribution network and Market share cause biggest competitor Parle is going head to head and
not only that has very small presence in Dairy industry so the dairy industry should be looked after
• Introduce new flavours such as Fusion, Salty etc.
• Open dedicated Britannia stores/outlets.
• Associate with various Government initiatives as mid-day meals, Sarva Shiksha Abhiyaan, National rural
Health missions for more Brand awareness