Marketing mix of Britannia

2. • Britannia Industries Limited (A WADIA Enterprise) is an India food-products
corporation based in Kolkata, India.
• Britannia has an estimated market share of 38%.
• The Company's principal activity is the manufacture and sale of biscuits, bread,
rusk, cakes and dairy products.
• Over the last century and a quarter, Britannia has been serving the Indian consumer
with a range of fresh, nutritious and flavor-rich products.
• The company delivers a complete sensory experience, in every product, every time.

3. Britannia industries Ltd. has been seeing growth of around 27% per year compared
to the industry growth rate of about 20%.
90% of their revenue comes from biscuit manufacturing.
BILs present annual revenue is around Rs. 22 billion, nine tenth of which is generated
through biscuit sales.

5. BRITANNIA
BISCUITS
Good Day
Marie
Nutri choice
Tiger
50-50
Bourbon
Milk bikis
Treat
Nice time
Little hearts
cookies
Pure Magic
Time Pass
DAIRY
Cheese
Butter
Ghee
Curd
Milk
Dairy Whitener
Gourmet Cheese
Actimind
BREADS
White Sandwich
Breads
Whole Wheat Breads
Honey & Oats
BreadS
Multi-Grain Breads
Multi-Fiber Bread
CAKES
Bar Cakes
Chunk Cake
Cup Cakes
Veg. cakes
Nut & Raisin
Romance
Muffills
RUSK
Premium Bake
Suji Toast
Maska Rusk

7. GOOD DAY
 Good Day cashew
 Good Day butter
 Good Day pista badam
 Good Day Choco-chip
TIGER
 Tiger Glucose
 Tiger Krunch choco-chips
 Tiger krunch Fruit & nut
 Tiger orange
NUTRI CHOICE
 Hi-Fibre digestive Nutri
Biscuit
 5 Grain Nutri brix
 Nutrichoice Crackers
 Multi Grain thins
 Nutri choice Ragi & Oats

8. CHEESE
 Crème Cheese
 Slimz Cheezy Slices
 Cheese Slices Calcium Plus
 Cheese Slice Plain
MILK
 Slimz Milk
 Naturally Good

10. Biscuits • Competitive,Bundle,
Penetration Pricing
Cakes &
Rusk
• Penetration Pricing
Breads &
Dairy
• Competitive Pricing

11. Competitive pricing is the sole pricing
strategy which britannia uses.
Parle is one of the major competitors of
britannia other competitors are
Amul is the strong competitor for
milk,cheese and other dairy products.
In bakery products , local competition as
well as monginis and other veg cake makers
who have their own line of product.

13. Above The Line:
Britannia Industry does its promotion at ATL through following methods
 TV Campaigns:

14.  Billboards:
Magazines:
Britannia’s huge range of biscuits and cake are being effectively advertised through
magazines.

15. Below The Line:
Britannia Industry is also involved in BTL promotion strategies like
 Public Relations:
In 1997 Britannia launched the “EAT HEALTHY, THINK BETTER” campaign

16.  Sponsorship/ Celebrity Endorsement
Britannia Khao World Cup Jao

17.  Britannia Lagaan Match:
 Sales Promotion
Contests in the form of gift offers, slogans, scratch cards.

19. Britannia is a leading food company in India with over Rs. 6000
Crores in revenues, delivering products in over 5 categories through
3.5 million retail outlets to more than half the Indian population.
Britannia products are sold in over 3.5million outlets, reaching
millions of consumers who buy approx. 2.4 million packs each year.
 A small army keeps Britannia going- over 110 stock-keeping units,
3,000 employees, over 1,500 authorized whole sellers, 49 C&FA, 53
depots and 46 factories.
 It is available in small stores to big retail outlets.
Also, they are targeting college canteens as sole contractors for the
supply of biscuits and other products.