Britannia is an Indian FMCG company founded in 1892 and headquartered in Kolkata. It is a leading manufacturer of biscuits, bread, cakes and dairy products in India. Britannia holds the largest market share in the Indian biscuit industry and is ranked as the country's second most trusted food brand. The company aims to dominate the Indian food and beverage market with a range of "Tasty Yet Healthy" products and have every third Indian as a consumer. It faces competition from companies like Parle and ITC in the biscuit market.

1. BRITANNIA
BY:
RITU KARN
1PT12MBA73

2. COMPANY PROFILE
•Founded : 1892
•Headquarters: Kolkata, West Bengal
•Key People: Nusli Wadia (Chairman) , Vinita Bali(MD)
•In 1979: Britannia biscuit company was rechristened as Britannia Industries
Limited (BIL)
•Industry Sector: FMCG
•Revenue : INR 6136 Cr
•Forbes Global rated Britannia “One amongst the Top 200 Small Companies
of the World”.
•One of the India’s biggest food brand

3. Contd…
•The Economic Times pegged Britannia India’s 2nd most Trusted Brand.
•In Indian biscuits market, highest selling in terms of value, followed by
Parle and ITC.
•Company’s New Slogan: Zindagi Mein life
•Leader in the cookies segment

4. LOGO
•Red color: denotes energy and vitality
•White color: denotes purity
•Green color : stands for nutrition and freshness

5. VISION AND MISSION
•Dominate the food and beverage market in India with a distinctive
range of “Tasty Yet Healthy” Britannia brands.
•Every third person, in India, should be a Britannia consumer

6. COMPETITORS
•Parle
•Sunfeast
•Priyagold
•Amul
•Bisk farm

8. PRODUCTS
• Britannia’s products come under non-durable goods.
•The products come in different sizes as well as shapes.
•The product features are:
 good for health.
are tasty.
available in attractive packaging
good quality
available in number of variants.

9. PRODUCT LINE
•Biscuits
- Marie Gold, Milk Bikis 50-50, etc
•Bread
- Honey and oats bread, Multi Grain bread, Rusks, etc
•Cakes
- Chunk cake cherry, Cup cake vanilla, Barcake Milk, etc
•Dairy Products
- Milk, cheese, Butter etc.

10. BISCUIT PRODUCTS’
VARIANTSDAY
MARIEGOLD
NUTRI CHOICE
GOOD
TREAT
Arrowroot
Mango
Crackers
Pineapple
5 grain Nutribix
Strawberry
Hi-Fibre Digestive Nutribix Orange
Ragi
Jim jam
Oats
Treat-O- Vanilla
Multigrtain Roasty
Multigrain thins
MILK BIKIS
Vita marie honey oatsCashew
Vita marie gold
Butter
Rich Butter
COOKIES
Rich cashew
Butter Elaichiz
Honey And raisin
Fruit Dhamaka
Butter scotch
Choconut
TIGER
Chocolate Chips
Glucose
Crunch
TIME PASS
BOURBON
Cream
Bourbon CappuccinoSalted
Nimkee
Party pack
50-50
Loafer lemon
Hangout pack
Italiano Pizza
Tapori Tomato
Pocket pack
Swiss cheese & ChillyGift pack
Mindless masala
Chinese Hot & Sweet Nano pack
Maska chaska
Almond cookies
Milk cream

11. DAIRY PRODUCT
VARIANTS
Butter
Milk
Dahi
Masala chass
Gourmet
Tigerzor badam milk
Dairy Whitener
Ghee
Actimind
Cheese

12. BREAD PRODUCT
VARIANTS
Vitamin enriched bread
Honey and oats bread
Multi Grain bread
Multi fibre bread
Rusks
100% whole wheat bread
Suji toast
Nutri soft premium sandwich

13. CAKE VARIANTS
Veg Cake
Chunk cake pineapple
Chunk cake fruit
Chunk cake berry
Chunk cake cherry
Cup cake vanilla
Cup cake cherry
Cup cake cashew
Cup cake orange
Barcake milk
Barcake Butter sponge
Barcake pineapple
Barcake chocolate
Barcake orange

14. PRICE
The pricing strategies of Britannia are:
•Market-Penetration based low cost pricing for the products like tiger
biscuits
•Product-Quality Leadership for products like Good Day and Treat.
•Special-Event Pricing in festive seasons.

15. PLACE
•Britannia uses the both i.e. pull strategy as well as push strategy to
persuade the demand.
•Intensive distribution strategy.
Consumer Distribution
Channel
MANUFACTURER
North
Region
South
Region
East Region
Dealer
Whole seller
Retaile
r
Consumer
West
Region

16. PROMOTION
•Advertisements
Television, newspaper , magazines, radio, etc.
•Sales Promotion
Small pack of 50-50 withGood Day, free gift pack in festive seasons,rural
marketing fair, etc.
•Events
Britannia Khao World Cup Jao in 1999, The Lagaan Match in 2001, etc.
•Interactive web site.

17. SEGMENTATION
•AGE GROUP: Different products for different age groups.
For example: Tiger & treat for kids,
Little hearts for youths,
Good day for elder ones
•OCCASSIONS: Britannia’s shubh kaamnayein is for special
occassions like festivals such as diwali
•BENEFITS: products like britannia tiger, milk bikis,nutri choice are
healthy and nutritious.

18. TARGETING
•Rural and Urban Coverage through strong distribution channels
•Targets all age-groups through a variety of products ie age-wise
segmented marketing
•FULL MARKET COVERAGE: : Britannia follows full market coverage
pattern of target market selection.
It has differentiated marketing pattern i.e. it operates in several market
segments and design different products for each.

19. POSITIONING
•PRODUCT CATEGORY POSITIONING:
Britannia is the market leader in cookies segment.
•USE POSITIONING:
Nutri Choice product variants for diabetic people
•BENEFIT POSITIONING:
With eat healthy, think better, Britannia positions itself as a healthy and
nutritious alternative.

20. SLOGANS
Britannia marigold - Tea time mein ji utho
Britannia cookies – tan ko lage man ko chuye
Tiger – roz badho
Good day – iska th ho gaya re good day
50-50 – very very tasty tasty
Treat – creamy ice-creamy treat
Milk Bikis – doodh badam ghul mil jaye, cookie ban ke jaadoo jagaye
Nutri Choice – kuch healthy khao
Time pass – aur kuch kyu karein
Little hearts –direct dil se, dil sabka actually sweet hai
Shubhkamnayein – Baatiye khushiyan is diwali
Bread - bread nahi ye hai super bread

21. THANK YOU !