britannia marketing analysis
TRANSCRIPT
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BtitanniaAbhijit SamantaBanani Aich
International School ofBusiness & Media
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Company profileEstablished in 1918 as a small bakery in
,Dum dum kolkatta with an initial investment
. .of Rs 295.Company milestones
Britannia industries limited
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Britannia
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Britannia Market Share(Kolkata):-
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BRITANNIA'S FOODSTRATEGIES
BISCUITS: Target customers to capture growthin each category by segmenting the marketboth along conventional lines and throughsegmentation
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promotions
Developing and managing an advertising programincludes
1. Selecting the objective
2. Deciding on the advertising budget
3. Developing the advertising campaign
4. Choosing the communication vehicle
5. evaluation
6.
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Product overview
P r o d u c tN a m e
P rice Q u a n tity(A vailab le G m. )
O th e rIn fo rm a tio nBritannia Khin .Rs 22 370
Britannia Marie .Rs 21 370 .50 gm Free
Britannia Cream Creaker( )Zira
24 275
Britannia Cream Creaker( )Salted
20 275
( )Britannia Good Day Kaju 22 200 . & .Available in Rs 6 100gm.Pack
( )Britannia Good Day Butter 21 300 . .Rs 5 pack available
Britannia Milk Bikkis , ,5 10 15
Britannia Milk Cream 23 200
( )Britannia Nice With Sugar 1017
100200
Britannia Burbon Cream , ,5 12 21
Britannia Orange Cream .17 50 200
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Marketing Strategy
A strong quality of the product and customersatisfaction:
A growing relationship with customer andcustomer retention
Focus on competitors activity
A growing emphasis on global thinking and localmarketing planning
A growing emphasis on global thinking and local
marketing planning Promotional Strategy
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Marketing Segmentation
Demographic Segmentation:-
Depending on Age:
Income: -
Behavioral Segmentation:- Benefits
User Status
Usage Rate
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Target Markets
Being a very familiar consumer product they basically
use a full market coverage strategy with differentproducts.
With various types of products for different regions of
country as well as products for different needs are inBritannia. They tries to become largest biscuit supplierin the country. With these products they targets thewhole consumer market.
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Brand Positioning
With different various products Britannia do not onlypositions as a biscuit manufacturer. But they alsogive very much importance over food quality. Theybasically position themselves as a manufacturer offood with delivering higher quality and cost benefitsvalues to their customers.
Their packaging of the products also definesthemselves as a company for every consumer withdifferent pricing options.
This strategy helps the company to capture a huge
market share.
TRUE INFORMATION
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TRUE INFORMATION ...GUARANTEED !!
Primary Data: - We conducted a market survey to find out
various factors.
Sample Size: - 7 Shops.
Location: - Shops in Behala, Kolkata region.
Questioner: - Question regarding types of product,Quality,
Price over various brands.
Secondary Data: - Internet, www.britannia.co.in
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Major market competitors
Biskfirm
Priya Gold
Parle-G
Jaya
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Comparison on Quality
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Comparison on Price
Thou gh th e pr ice is of Brita nn ia is a bit h igh th a n
the o the r com pe t ito r s bu t there is no t such hu ge
diffe re nce a nd it s the qua lity tha t is the ca use of
Brita nnia s de m a nd.
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DEMOGRAPHY OF THEBRAND BRITANNIA
BritanniaQU
ATITY28%
Affor
dability
27%
Flexibility
25%Av
ailab
ility
20%
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MARKETING the essence
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PRODUCT
Own Factories & Warehouses.Own Factories & Warehouses.
A proactive research & development cell.A proactive research & development cell. Huge variation in product categories.Huge variation in product categories.A wide choice of products for customers.A wide choice of products for customers.
PRICEPRICE
A wide price range.A wide price range. Small packs of Rs.3, Rs.5, Rs.10.Small packs of Rs.3, Rs.5, Rs.10.Discounts in the sense of more quantity.Discounts in the sense of more quantity.Absolutely affordable price range.Absolutely affordable price range.
PLACEPLACE
To every city , urban, rural area.To every city , urban, rural area.
Strategic positioning of retail outlets.Strategic positioning of retail outlets. Huge strong distribution networkingHuge strong distribution networkingchannel.channel.Variation in products depending on placeVariation in products depending on placeactually promotes the sell of the particularactually promotes the sell of the particular
product.product.
PROMOTION Advertising with very strong brandvalue.Advertising with a tag EatHealthy, Think Better.Capturing a huge share of market.
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WEAKNESS
Decreases nutritional valueIncreases the cost of food product
Industry and technology requires high
investment
STRENGTHSSTRENGTHS
Easily available in various forms
Provide good Instant Remedy for hunger inthe form of readymade food
Widely accepted in all Generations
OPPURTUNITIESOPPURTUNITIES
Increase economy of India
Generate employment opportunity
Good quality of Goods
Provide competition to foreign companies
Improve living standard
THREATSTHREATS
Many companies are result oriented
Increase in pollutionSometimes provide poor quality of
product for more profit
Lack of Technology
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Thank You.