Project Report

Topic: Business Development and Marketing Strategis of Britannia in India.

Business Management Studies (BMS)

Semester VI

University of Mumbai

College: Sinhgad College of Commerce

Project Guide (Professor): Saheli Rajpurohit

Submitted by

Farhan Nisar Shaikh

Roll no: 28 Year: 2023-24

TYBMS (MARKETING)

SINHGAD COLLEGE OF COMMERCE

Address- Plot No.126, Mhada Colony,

Chandivali, Powai, Mumbai, Maharashtra-400072

 DECLARATION
I, Farhan Nisar Shaikh the student of T.Y.B.M.S Semester VI

(2023-24) hereby declare that I have completed the project on

Business Development and Marketing Strategis of Britannia in India.

The Information submitted is true and original to the best of my knowledge.

(Signature of student)
Farhan Nisar Shaikh
Roll no.28

Sinhgad College of Commerce.

Adress- Plot No.126, Mhada Colony,

Chandivali, Powai,

Mumbai, Maharashtra-400072.
 m CERTIFICATE
This is to certify that MR. FARHAN NISAR SHAIKH roll no- 28 of third year

B.M.S (Marketing) semester VI (2023-24) has successfully completed the

Project on Business Development and Marketing Strategis of Britannia in India

Under the guidence of PROF. SAHELI RAJPUROHIT.

(Course co-ordinator)

(Principal)

(Project guide/internal examiner)

(External examiner)
 Acknowledgement
To list who all have helped me is difficult because they are so numerous and the depth is so
enormous

I would like to acknowledge the following as being idealistic channels and fresh dimensions in the
completion of this project

I take this opportunity to thank the University of Mumbai for giving me chance to do this project

I would like to thank my principal Prof. Ritika Madam for providing necessary facilities required for
completion of this project

I take this opportunity to thank our co-ordinator prof. Shivani mam for her moral support and
guidance

I would also like to express my sincere gratitude towards my project PROF. SAHELI RAJPUROHIT
whose guidance are made the project successful

Lastly, I would thank each and every person who helped me directly or indirectly to complete this
project
 Table of Contents
Sr. No Topic Page No
1 Introduction 6
 Interesting Facts of Britannia 8
 History of Britannia 9
 Executive Summary 11
2 Products of Britannia
 Biscuits
 Cakes
 Bread
 Toast
3 Selling and Distribution Strategies
4 Challenges
5 Britannia's Timeline & Products





6 Objective
7 Research Methodology
8 Data Analysis and Interpretation
9 Conclusion & Recommendation
10 Bibliography
11 Annexure
 Introduction

Britannia Industries Ltd. was started way back in 1892 with an investment of Rs. 295. Initially,
biscuits were manufactured in a small house in central Kolkata. Later, the business was acquired by
the Gupta brothers and operated under the name of V.S. Brothers. In 1918, C H Holmes, an English
businessman in Kolkata was taken as a partner and The Britannia Biscuit Company Limited (BBCo)
was launched. The Mumbai factory was setup in 1924 and Peak Freans, UK acquired a controlling
interest in BBCo. Biscuits were in big demand during World War II, which gave a fillip to the
company’s sales. The company name was changed to the current Britannia Industries Limited in
1979. In 1982 Nabisco Brands Inc., USA became a major foreign shareholder.

Kerala businessman K. Rajan Pillai secured control of the group in the late 1980s, becoming known in
India as the 'Biscuit King'. In 1993, the Wadia Group acquired a stake in ABIL, UK and became an
equal partner with Groupe Danone in Britannia Industries Limited

In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its
first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion
further One of India’s best known brands and also one of the most admired Food Brands in the
country

Britannia Industries Limited is an Indian company based in Kolkata that is famous for its Britannia
and Tiger brands of biscuit, which are highly recognized throughout the country.

The company has an extensive portfolio of top selling food brands. Britannia produces and
distributes premium brands such as 50:50, Good Day, Little Hearts, Marie Gold, Nutri Choice, and
Tiger. A strong brand portfolio facilitates customer recall and enhances Britannia’s market
penetration capabilities.

It mainly caters to the premium segment. With the launch of Tiger brand, it has taken a plunge in the
low-end category, taking competition head on with Parle which is the leader in this segment. The
company has also diversified within dairy and bakery products to enter the butter, cheese and ghee
markets. The company added two new products -- Sweet Lassi and Milkman Cold Coffee -- to its
existing dairy-based drinks portfolio which includes the `ZipSip' brand of flavoured milk.
They are the only Indian biscuit company with a presence across all segments, from Glucose, Salted,
Arrowroot and Premium Cream Biscuits. Biscuits contribute 84% of Britannia's total turnover. Other
products include bread (6 per cent) and cakes (2 per cent). Britannia diversified into dairy products
in 1997 with processed cheese and dairy whitener.

The portfolio was expanded with the launch of butter, pure, flavoured milk in tetrapacks and UHT
milk. Dairy products account for 8 per cent of the company’s total turnover. Over the years,
Britannia has trimmed down its wide product portfolio and focussed on value-added instead of low-
margin products. The company rationalized its products portfolio by reducing the products from 35
to around 25.

Britannia has share of 20 per cent in the biscuit market. In the organized biscuit market, the market
share is higher at 40 per cent. The company claims a share of 33 per cent of the organised cheese
market and 15 per cent of the milk powder.
 Interesting Facts of
Britannia
1) Founding Legacy: Britannia was established in 1892 in Kolkata, India, by a group
of British businessmen, with the initial aim of providing premium biscuits to the
British expatriate community.
2) Iconic Britannia Logo: The company's distinctive logo featuring a
trademarked image of a Britannia figure holding a shield has been a
symbol of trust and quality for over a century.
3) WWII Contributions: During World War II, Britannia supported the
war effort by supplying large quantities of biscuits to the armed
forces, earning commendations for its contributions.
4) Brand Evolution: Over the years, Britannia has evolved from being a
British-owned company to becoming an iconic Indian brand,
symbolizing national pride and resilience.
5) Diverse Product Range: While biscuits remain Britannia's core
product, the company has diversified its offerings to include a wide
range of products such as bread, cakes, dairy items, and more,
catering to the diverse tastes of consumers.
6) Global Presence: Britannia has expanded its footprint beyond India
and has a presence in several international markets, contributing to
its status as a globally recognized brand.
7) Health Initiatives: Britannia has undertaken initiatives to promote
health and nutrition, introducing products with a focus on well-being
to meet the changing preferences of health-conscious consumers.
8) Award-Winning Brands: Britannia's brands, including Good Day,
Marie Gold, and Tiger, have received numerous accolades and
awards for their quality and popularity in the market.
9) Sustainability Efforts: Britannia has taken steps toward
sustainability, implementing eco-friendly practices and initiatives to
reduce its environmental impact, showcasing a commitment to
sustainable business practices.
10) CSR Initiatives: The company actively engages in Corporate Social
Responsibility (CSR) activities, with a focus on education,
healthcare, and community development, showcasing a
commitment to social responsibility.
 History

"Established in 1892 in Kolkata, India, Britannia Industries Limited has a storied history spanning
over a century. Founded by British businessmen, the company initially aimed to supply high-quality
biscuits to the British expatriate community.

In 1910, ownership transitioned to Indians, and the company evolved into Britannia Biscuit
Company Limited. Throughout World War II, Britannia played a crucial role by supplying biscuits to
the armed forces.

In 1982, the Wadia Group acquired Britannia, ushering in a new era of growth.

The iconic Britannia logo, featuring a Britannia figure with a shield, was introduced in 1975.

Over the years, Britannia diversified its product range, introducing household names like Good Day
and NutriChoice.

The company celebrated its centenary in 2010, marking a century of providing quality food
products. With a commitment to innovation and consumer satisfaction, Britannia has become a
prominent player in India's food industry, reflecting adaptability and resilience in the face of
changing market dynamics

FOUNDERS-- Dr. N Balasubramanian, Dr K.B Chandrashekhar, Mr. Arjun Malhotra, Prof. Jagdish
Sheth, Dr. Sridhar Mitta

BOARD OF DIRECTORS:

NAME DESIGNATION

Mr. Nusli Neville Wadia Chairman

Ms. Vinita Bali Managing Director

Mr. A.K.Hirjee Director

Dr. Ajai Puri Director

Mr. Avijit Deb Director

Mr. Jeh N Wadia Director

Mr. Keki Dadiseth Director

Mr. Nimesh N Kampani Director

 Mr. Pratap Khanna Director

Executive Summary
Britannia Industries Limited, a stalwart in the Indian food industry
since 1892, has strategically navigated the market with a focus on
innovation, quality, and consumer satisfaction.
Business Development: Britannia's business development revolves
around diversification and expansion. Through a robust product portfolio
encompassing biscuits, bread, cakes, and dairy, the company caters to
varied consumer preferences. Strategic alliances, mergers, and
acquisitions have played a pivotal role in strengthening Britannia's market
presence.
Market Penetration: The company's commitment to quality has
translated into widespread consumer trust. Britannia has successfully
penetrated diverse markets across India, ensuring easy accessibility to its
products. Continuous efforts to understand and adapt to regional tastes
have further solidified its position in the competitive landscape.
Innovation and Adaptability: Britannia's success lies in its ability to
innovate. The company consistently introduces new products and adapts
to changing consumer trends. This commitment to innovation has not only
sustained customer interest but has also allowed Britannia to stay ahead
in a dynamic market.
Marketing Strategies: Britannia's marketing strategies are
multifaceted, leveraging both traditional and digital channels. Engaging
advertising campaigns, coupled with a strong online presence, contribute
to brand visibility. The emphasis on health and nutrition in marketing
initiatives aligns with evolving consumer preferences for healthier food
options.
Brand Loyalty: Britannia has fostered a strong sense of brand loyalty
among consumers. The company's relentless pursuit of quality,
transparency, and ethical practices has endeared it to a diverse consumer
base. Loyalty programs and customer engagement initiatives further
reinforce this allegiance.
Future Outlook: Looking ahead, Britannia aims to continue its trajectory
of growth by staying attuned to market dynamics and consumer needs.
Further innovation, sustainable practices, and a continued focus on quality
assurance are integral to the company's future success.
In conclusion, Britannia Industries Limited stands as a beacon of success
in the Indiani food industry, navigating challenges through strategic
business development and marketing initiatives. The company's legacy,
coupled with its adaptability and consumer-centric approach, positions it
for continued growth and prominence in the evolving market.
 Products of Britannia
PRODUCT LINE---- 1.TREAT

As a move to consolidate all the individual Cream Treat offerings under a single umbrella, Britannia
launched Treat in 2002. Treat has a range of tasty delights for all kids with yummy creamy treasures
within the biscuit shells. The kids have always relished unravelling the irresistibly delicious creams
hidden inside the biscuit Britannia Treat offers a wide variety of flavours, such as the Elaichi, the
Fruit Flavoured Creams such as Orange, Pineapple, Mango, and Strawberry, the Jam Filled Centers
under the Jim Jam range, and the Duet Range (biscuits with two flavours of cream between three
layers of biscuit) comprising Strawberry Vanilla and Duet Strawberry Chocolate.

Britannia Treat has now launched yet another mouth watering delight. The delicious “TREAT BURST
CREME CHOCO FILLS” take the Treat brand beyond the cream biscuits and provides yet another lip smacking
delight to its consumers!

Rich chocolate creme filling sandwiched between crispy chocolate

biscuits, this mouthwatering treat is a mouthful of chocolate in
every crunch. The ultimate chocolate decadence - treat yourself to
Treat Burst Choco Creme Fills. An irresistible delight with a burst of
fun in every bite!

 2 TIGER

Tiger is a Glucose biscuit, which comes with the

added goodness of wheat and milk. It is for modern mothers who play an enabling role for their
children to compete in today's world and thus want the best. Now Tiger Glucose has been fortified
with "Iron Zor" with an attempt towards addressing the Iron Deficiency crisis the children of India
face

Over the years, Tiger has become the mass-market face of Britannia symbolizing fun and energy in
both urban and rural India, and transcending glucose biscuits.

TIGER KREEMZ ORANGE : The refreshing flavour of

rich orange Cream sandwiched between crunchy
biscuits is sure to win your heart. Make milk-time
exciting with these delicious, tangy biscuits. Get your
Tiger Kreemz Orange, and let your children enjoy the delightful orange twist to their favourite
biscuit.

Chota Tiger: Is an extension of brand Tiger launched nationally in May 2007. It is mini sized
poppable glucose biscuit with colored sugar sprinkling. It comes in two variants: Milk Sparkies and
Choco Sparkies

TIGER KREEMZ ILLAICHI : Yummy Illaichi cream

sandwiched between crunchy biscuits, these unique
illaichi biscuits are a refreshing delight! Tiger Kreemz
Illaichi is the perfect milk-time snack for every kid.
Indulge your kids in this delicious, healthy and
irresistible experience.

 3 GOOD DAY

Britannia Good Day was launched in 1986 in two delectable avatars - Good Day Cashew and Butter.
Over the years, new variants were introduced – Good Day Cashew, Good Day Pista Badam in 1989,
Good Day Chocochips in 2000 etc.

This rich biscuit enjoys a fan following of consumers across all ages, loyal to the brand promise of a
great taste evident from the visibly abundant ingredients. Good Day is amongst the fastest growing
brands in Britannia's portfolio and is today the market leader with almost 2/3 share of the market.
The brand is synonymous with everyday treats that infuse happiness into people's daily lives.

Good Day truly believes laughter and happiness are infectious, it transcends race, caste creed
unifying humanity in an inclusive emotion. The brand perseveres to infuse cheer, hearten the nation
and enliven lives. With its rightful place on the front page of The Times of India, Good Day gifts the
nation a priceless treasure, that of spreading JOY!

 4 BOURBON
Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits, topped with
sugar crystals - presenting, the original Bourbon, from the house of Britannia.

India's first and favourite Bourbon's sweet adventure began in 1955. Since then, Bourbon lovers
across the country have been caught opening this chocolate couplet, licking the cream, and nibbling
at the melt-in-your-mouth biscuit, bit by bit. Some have been witnessed chomping it whole, at one
go. Some have been noted to alternate it with sips of coffee; others team it with lots of gossip and
gupshup, while a few have been observed enjoying it with a book. And some have been seen
reluctantly sharing their Bourbon.

Whatever the occasion, wherever the hangout, Bourbon makes for great company. You can grab
your very own Nano Pack or a Pocket Pack. The Hangout Pack is just right for chilling with friends.
Take along a Party Pack for... yes, a party! And the Gift Pack will surely win you a few brownie points!

 5 Britannia 50 –50

With a brand name like 50-50, can the product be

anything but fun? Launched in 1993, 50-50 belongs
to the family of crackers and is considered the "very
very tasty tasty" snack. Britannia 50-50 is the leader
in its category with more than one-third of market
share. The versatile and youthful brand constantly aims to provide a novel and exciting taste
experience to the consumer

As a result, in 2001, the delicious Maska Chaska was

launched as a variant of the original brand and
became an instant success. Coated with butter and
peppered with the choicest of herbs, 50-50 Maska
Chaska is a truly unique blend. Enjoy this new twist of
flavours with a taste that’s hard to forget and harder to resist.

 6 MARIE GOLD
 Britannia's oldest brand enjoys a heritage that spans
the last 50 years - and going strong. In a market
swamped with me-too products and where even the
name 'Marie' has become generic, Britannia Marie Gold
has maintained its stronghold. Today, the ever-popular
Marie Gold is synonymous with the 'Tea Time Biscuit'.
Its taste, crispiness and lightness make it a must for
every tea break. It is the #1 brand in its category by a
long shot.

With a light and crispy bite, this iconic snack is enriched with vitamins and minerals, has zero transfat
and zero cholesterol. The gold standard when it comes to balancing nutrition and taste in every bite.
Britannia Marie Gold- your fuel for the day- helps you power through your action-packed day.

 7 MILK BIKIS

In 1996, Milk Bikis launched a variant called Milk

Cream. Kids may dislike drinking milk, but they love
Britannia Milk Bikis! Milk Bikis has been trusted by
mothers as a source of growth energy of milk and their
loyalty to the brand has made it an integral part of their
children's nutrition regimen. These round biscuits come
with smiley faces and are full of milk cream that makes
them very popular with children. Milk Cream also promoted the idea of 'eating milk' in a yummy
way, which makes mothers happy as well.

To keep pace with the demands of the new generation and to bring milk nutrition to the masses in a
delightful form, Milk Bikis, went one step further in the last quarter of 2006 in providing not just
energy but ‘developmental fuel’ for children. With a unique and attractive honeycomb design and an
enhanced product experience, the new biscuit is now fortified with SMART NUTRIENTS – 4 vital
vitamins, iron and iodine, proven to aid mental and physical development in growing kids.

 8 NUTRICHOICE

In continuation of the promise of "Swasth Khao, Tan

Man Jagao," Britannia introduced NutriChoice range of
healthy biscuits in 1998. The brand is targeted towards
overall health and wellness for adults.

The range has for long comprised of three popular

variants, namely NutriChoice Thin Arrowroot,
NutriChoice Sugar free Cracker and NutriChoice
Digestive.

1. NutriChoice Thin Arrowroot - An ageless

classic: Extremely popular in East India for over
4 decades (where it is affectionately referred to
as Britannia Theen), this brand contains the
benefits of arrowroot known to aid digestion and remove harmful toxins from the body.
Prior to 1998 it was being marketed as Britannia Jacob's Thin.
 2. NutriChoice Sugar free Cracker - As nature would have wanted it to be: Ask any biscuit
manufacturer and they will tell you how difficult it is to make this biscuit, especially with
next to nothing sugar, with NO added colors and flavourings for taste. It is this neutral taste
that makes it an ideal choice to be consumed with hot beverages, dips, chutneys, and
accompaniments.

3. NutriChoice Digestive - Delightfully tasty and wholesome

Made with 50% whole-wheat and packed with added fiber (10% of our daily dietary needs), these
delightfully tasty biscuits are amongst your healthiest bites of the day. In your next visit to a shop
just look out for its Golden-green international pack.

In 2007, NutriChoice Digestive was launched. NutriChoice

Digestive is the most novel product range to have been introduced in
the market. The product is not just sweet but tastes great, and yet
contains no added sugar. It is sweetened with "Sucralose," derived
from sugar, which provides the same sweetness as any other biscuit,
without the added calories of sugar.

We are confident that you will be pleasantly surprised with the great
tasting and healthy range of NutriChoice. Try one and you'll know
that you've made one smart choice.

4. NutriChoice 5 Grain

Most consumers believe that in order to stay healthy one needs

to make certain compromises on some good things in life.
Whether it is missing that extra hour of sleep over early morning
exercise or eating unappetizing foods over that extra oil dripping
samosa. At the same time most of us agree that good nutrition
cannot come from one kind of food alone, but from a healthy
combination / assortment of several healthy ingredients put
together. Britannia NutriChoice 5 Grain Biscuits are a perfect
answer to those looking for healthy eating options without as
much making a compromise on taste, or convenience, or health

Because Britannia NutriChoice 5 Grain biscuits are made from 5

carefully chosen healthy cereals (Oats that help reduce bad
cholesterol, Corn which promotes heart health, Ragi a good
source of both Calcium as well as Fiber, Rice low in fat, and Wheat that provides wholesome energy).
These biscuits are delicately sweetened with natural honey and come in a unique large oval shape. It
is this large size and the healthy combination of the ingredients that make it an ideal hunger buster
for those in-between meals time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket meals packs, so
that one is never far away from pacifying hunger on the move. So whenever you miss your breakfast,
or succumb to those unhealthy evening snacks, you can relish the goodness of health with Britannia
NutriChoice 5 Grain biscuits.
 I) NutriChoice Nature Spice Cracker - Now there is more choice for the discerning cracker
consumer. NutriChoice Nature Spice Crackers are delicately sprinkled with the goodness of
Ajwain and Jeera. Ajwain s benefit with good digestion is legendary, while each one of us
relishes the taste of Jeera. In addition 0% Sugar is added to these biscuits which deliver the
health promise that Nutrichoice is known for.

NutriChoice Crackers are made by using a special FRESH BAKE TECHNOLOGY, which ensures that
they are completely free from Cholesterol, harmful Transfats, artificial preservatives, colors and
flavors. They come in an international metalized packaging, which ensures that the biscuits retain
maximum freshness till the time they are opened.

 9 TIME PASS

Before Time pass, Britannia's offering in the salted

cracker category was Snacks. Launched in 1999, Snacks was promoted as a tastier base for toppings
through edgy advertising.

Before Time pass, Britannia's offering in the salted cracker category was Snacks. Launched in 1999,
Snacks was promoted as a tastier base for toppings through edgy advertising.

The brand quickly became a leader in Britannia's portfolio and, consequently, Snacks was revamped
as a lighter product and renamed Britannia Time pass Classic Salted. To further the franchise of the
Time pass brand, a variant 'Nimkee' was introduced in the Eastern market in April 2003, and then
taken nationwide after a favourable response. Judging by its history, the resounding success of
Britannia Time pass will continue to grow.
  10 LITTLE HEARTS

Little Hearts was launched in 1993 and targeted the

growing youth segment. A completely unique product, it was the first-time biscuits were retailed in
pouch packs like potato wafers. The launch message introduced a special taste experience that
made the unlikeliest characters - like Dracula and Frankenstein - melt. In 1997, the 'Direct Dil Se'
campaign encouraged youngsters to openly express their feelings. And in 2003, two variants called
Little Hearts Chocolate and Little Hearts Sesame were rolled out with a campaign "Dil sabka actually
sweet hai". With Little Hearts, Britannia has tasted the sweet taste of success.

 11 NICE TIME

Britannia Nice Time was the pioneer of sugar

sprinkled biscuits in India. This unique product managed to create such a strong consumer pull that
soon there was a rush of pretender products in the market, clearly indicative of the success of the
concept. Today, Nice Time has a fan base spread across India, and, particularly, East India, where its
consumers have grown up with the brand. Especially popular amongst children, Britannia Nice Time
has managed to create a loyal franchise for itself and is a strong brand loved by people of all ages.
DAIRY FRESH
Till 1958, there were no breads in the organized sector and bread consumption was a habit
typified by the British. Then, a mechanized bread unit was set up in Delhi with the name
"Delbis" which produced sliced bread and packed it under the Britannia name. Thus,
Britannia was not only the pioneer, but also inculcated in the people of Delhi the habit of
eating white sliced bread.
The Mumbai unit came up in 1963, and there again Britannia was the first branded bread in
the city. From a company offering 2 packs - the 400gm and the 800gm plain white sliced
bread - Britannia has evolved into a company offering 22 packs, catering to a variety of taste
and price segments in the bread consuming market. The last couple of years also saw the
introduction of Whole Wheat Bread as a part of "Eat Healthy, Think Better" credo.

Cakes
Britannia entered the cake market in the year 1963 and is the top player in the market.
Britannia Cakes range is divinely scrumptious and has both Bar Cakes and Cup Cakes which
were launched in 2005. Bar Cakes are available in variants that include Fruit, Butter Sponge,
Chocolate, Pineapple, Milk, Vanilla Chocolate and Orange. Apart from being delicious, these
snacks are packed with healthy ingredients making them wholesome & delightful. Britannia
cupcakes come in vanilla and orange flavors.

Rusks
Britannia launched its rusks in the year 2005. In a Market full of unbranded players,
Britannia rusks have stood head and shoulders above the rest in terms of sheer quality. They
are made from the finest ingredients and baked with care as they are twice as crisper as and
tastier than ordinary rusks. The communication for this mouthwatering offering is aptly
“Enliven your spirits with Britannia rusks.
Britannia Bake Rusk Toast is been a traditional tea companion and is loved by many.
Britannia rusk toast is as crispy as your traditional one, but with a hint of elaichi and right
amount of sweetness, its taste will leave you amazed.
Britannia Shubh Kamnayein - Meetha Namkeen Delights,

Britannia brings you 'Shubh

Kaamnayein' converting little moments of the festive season into delightful memories.

The magical time of year, is round the corner. Bring in this festive season rejoicing, and adding the
glitter and glamour of celebration, with Britannia 'Shubh Kaamnayein' a range of biscuits, premium
cookies and cakes.

The special edition for 2008 'Britannia Premium Assorted Cookies' is all about surprises, the
enchanting discovery of new tastes and innovative packaging. It offers you absolutely delightful
cookies made with rich ingredients and flavors such as Cranberry, Butter Scotch, Honey Raisin, Choc
Chips, Coffee Almond, Cashew, Honey and Almond. The much loved 'Britannia Classic Hampers'
contain an assortment of Britannia's popular brands like Good Day, Treat Jim Jam, Bourbon and Little
Hearts.

The innovatively conceptualized packaging, of ingenious tray packs and collectible tin boxes, uses
calligraphy, brush strokes of colors and clever use of symbols, beautifully fusing tradition and art for
the festive season. It brings alive a commonality of joy and celebration. This range promises to
pamper your senses and emotions.

We understand that the wondrous occasion of light and radiance is incomplete without the presence
of near and dear ones. Britannia 'Shubh Kaamnayein' joins you as you express your love and good
wishes, to the ones who make life special for you.

Britannia 'Shubh Kaamnayein' is designed to add joy to moments, transforming them into delightful
memories. We have judiciously packaged and priced this entire range to make it available to
everyone who wants to share good wishes. As part of our 90th year festivity we present Britannia
Shubh Kaamnayein, to add 'Zindagi mein life'.

Rusk price list

1. Milk Rusk 35/- (available in 182gm)
2. Premium Bake Rusk 104/- (available in 50,150,250 and in 700 gm)
3. Butter Rusk 35/- (available in 183gm)
4. Multigrain rusk 35/- (available in 200gm)

Cookies price list

1. Protein Milk Almond cookies 50/- (available in 90gm)
 2. 5 Herb cookies 25/- (available in 100gm)
3. 5 Seeds cookies 25/-(available in 75gm)
4. Oats Orange Almond cookies 19.25/- (available in 75gm)
5. Ragi cookies 70/- (available in 150gm)
6. Oats Choco Almond cookies 25/- (available in 75gm)
7. Oats Milk Almond cookies 25/- (available in 75gm)
8. Chocochip cookies 140/-,60/-,10/- (available in 400,111 and 39 gm)
9. Pista Badam cookies 55/-,25/-,10/- (available in 200,100 and 45 gm)
10. Cashew Almond cookies 50/-,25/-,10/-,5/- (available in 200,100,52 and 30 gm)
11. Good Day Harmony(4 nuts cookies) 30/-,15/- (available in 120,110 and 62 gm)
12. Pure Magic Choco Lush cookies 170/-,40/- (available in 300 and 75 gm)

Selling and Distribution

strategies
1. Wide Distribution Network: Britannia has established a robust distribution network that
spans urban and rural areas, ensuring widespread availability of its products. This includes
tie-ups with distributors, wholesalers, and retailers across the country.

2. Retail Presence: The company maintains a strong presence in various retail outlets, ranging
from local grocery stores and supermarkets to convenience stores. This ensures that Britannia
products are easily accessible to a broad consumer base.

3. Channel Partnerships: Britannia collaborates with a variety of channel partners, including

distributors and stockists, to efficiently manage inventory and supply chains. These
partnerships contribute to the seamless flow of products from manufacturing units to end
consumers.

4. Product Placement and Merchandising: Britannia strategically places its products in

stores to enhance visibility and attract consumer attention. Eye-catching merchandising
displays and promotions are often employed to drive sales.

5. Marketing and Branding: Britannia invests in marketing and branding initiatives to create
and maintain consumer awareness. Advertising campaigns across various media channels
contribute to brand visibility and drive demand.
6. Innovation and New Product Launches: Introducing new products and innovative
variants helps Britannia capture consumer interest. This strategy keeps the product
portfolio dynamic and encourages repeat purchases.

7. Responsive to Market Trends: Britannia adapts its selling strategies based on

market trends and consumer preferences. This flexibility allows the company to stay
relevant and respond effectively to changes in the competitive landscape.

8. E-commerce Presence: Recognizing the growing importance of online retail, Britannia

has a presence on various e-commerce platforms. This enables consumers to purchase
products conveniently through digital channels.

9. Customized Offerings for Regions: Understanding regional preferences, Britannia

tailors its product offerings to cater to diverse tastes across different parts of the
country.

Challenges
1. Market Competition: The food and beverage industry is highly competitive, with
new entrants and existing competitors vying for market share. Britannia needs to
continually innovate and differentiate itself to stay ahead.

2. Changing Consumer Preferences: Shifts in consumer preferences, especially

towards healthier options, can impact the demand for certain products. Britannia must
adapt its product portfolio to align with changing consumer trends.

3. Supply Chain Disruptions: Events such as natural disasters, geopolitical issues, or

global pandemics can disrupt the supply chain, affecting the procurement of raw
materials and the distribution of products.

4. Rising Input Costs: Fluctuations in the prices of key ingredients, energy costs, and
other inputs can impact production costs, potentially affecting profit margins.

5. Regulatory Compliance: Adherence to evolving regulatory standards and

compliance requirements in the food industry poses a challenge. Changes in food
 safety or labeling regulations may necessitate adjustments to manufacturing
processes.

6. Global Economic Factors: Economic conditions, both domestically and

internationally, can influence consumer spending patterns. Economic downturns may
lead to reduced consumer purchasing power.

7. Brand Reputation Management: Maintaining and safeguarding the brand's

reputation is crucial. Negative publicity, product recalls, or quality issues can harm
consumer trust and brand loyalty.

8. Technological Advancements: Keeping up with advancements in technology is

essential for efficiency and competitiveness. Investments in technology are necessary
for manufacturing, distribution, and data analytics.

9. Sustainability and Environmental Concerns: Increasing focus on sustainability and

environmental impact may require Britannia to implement eco-friendly practices,
which could involve changes in packaging and production processes.

10. Global Expansion Challenges: If Britannia continues its global expansion, it may
face challenges related to cultural differences, local market dynamics, and adapting
products to suit diverse consumer preferences.
 Britannia's Timeline
• 1892 The Genesis - Britannia established with an investment of Rs. 295 in Kolkata

• 1910 Advent of electricity sees operations mechanized

• 1921 Imported machinery introduced; Britannia becomes the first company East of the Suez to
use gas ovens

• 1939 - 44 Sales rise exponentially to Rs.16,27,202 in 1939 o During 1944 sales ramp up by more
than eight times to reach Rs.1.36 crore

• 1975 Britannia Biscuit Company takes over biscuit distribution from Parry's

• 1978 Public issue - Indian shareholding crosses 60%

• 1979 Re-christened Britannia Industries Ltd. (BIL)

• 1983 Sales cross Rs.100 crore

• 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 Grouped
DANONE in BIL

• 1994 Volumes cross 1,00,000 tons of biscuits

• 1997 - o Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission:'Make
every third Indian a Britannia consumer'

o 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 - o BIL ranked one of India's biggest brand

o No.1 food brand of the country

o Britannia Lagaan Match: India's most successful promotional activity of the year

o Maska Chaska: India's most successful FMCG launch

•2002 - o BIL launches joint venture with Fonterra, the world's second largest dairy company

o Britannia New Zealand Foods Pvt. Ltd. is born

o Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global

o Economic Times ranks BIL India's 2nd Most Trusted Brand

o Pure Magic -Winner of the WordStar, Asia star and India star award for packaging

• 2003 - o 'Treat Duet'- most successful launch of the year

o Britannia Khao World Cup Jao rocks the consumer lives yet again

• 2004 - o Britannia accorded the status of being a 'Super brand'

o Volumes cross 3,00,000 tons of biscuits

o Good Day adds a new variant - Choconut - in its range

• 2005 - o Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!

o Britannia launched 'Greetings' range of premium assorted gift packs

o The new plant in Uttaranchal, commissioned ahead of schedule.

o The launch of yet another exciting snacking option - Britannia 50-50 Pepper Chakkar

• 2007 o Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a
70 percent beneficial state in the Dubai-based Strategic Foods International Co. LLC and 65.4% in the
Oman-based Al Sallan Food Industries Co. SAOG.

• 2008 o Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies', Low
Fat Dahi and renovated 'MarieGold’

2010 - Century Celebration: Britannia celebrated its 100th year, marking a century of
providing quality food products to consumers.
2016 - Good Day Celebrations: Britannia celebrated the 30th anniversary of its popular brand "Good
Day" with various campaigns and promotions.

2020 - Product Diversification: Britannia continued to diversify its product portfolio, introducing new
variants and products to meet changing consumer preferences.

Britannia Industries has evolved from its early beginnings to become one of India's leading food
companies, known for its commitment to quality, innovation, and a wide range of products that
cater to diverse consumer needs. The company's journey reflects its adaptability and resilience in
the dynamic food industry.
 MARKETING STRATEGIES

Meaning
 The marketing strategy is the means of achieving the corporate objectives.
 It gives messages to the stakeholders, or public. It says:

“This is were we are going”, and

“When we will get there”, and

“This is our stance”.

Types of Marketing Strategy

 One of the most fundamental issues which a company must decide on is the type of
marketing strategy, or approach, that they will adopt.
 There are Eight marketing strategies which any company can follow:
i) Paid advertising
ii) Cause marketing
iii) Relationship marketing
iv) Undercover marketing
v) Word of mouth
vi) Internet marketing
vii) Transactional marketing
viii)Diversity marketing
 I) Paid advertising: This includes multiple approaches for marketing. It includes
traditional approaches like TVCs and print media advertising. Also, one of the most
well-known marketing approach is internet marketing. It includes various methods
like PPC (Pay per click) and paid advertising.

II) Cause marketing: Cause marketing links the services and products of a company to
a social cause or issue. It is also well known as cause related marketing.

III) Relationship marketing: This type of marketing is basically focused on customer

building. Enhancing existing relationships with customers and improving customer
loyalty.

IV) Undercover marketing: This type of marketing strategy focuses on marketing the
product while customers remain unaware of the marketing strategy. It is also known
as stealth marketing.

V) Word of mouth: It totally relies on what impression you leave on people. It is

traditionally the most important type of marketing strategy. Being heard is important
in business world. When you give quality services to customers, it is likely that they’d
promote you.

VI) Internet marketing: It is also known as cloud marketing. It usually happens over
the internet. All the marketing items are shared on the internet and promoted on
various platforms via multiple approaches.

vii) Transactional marketing: Sales is particularly the most challenging work. Even
for the largest retailers, selling is always tough especially when there are high volume targets.
However with the new marketing strategies, selling isn’t as difficult as it was. In transactional
marketing the retailers encourage customers to buy with shopping coupons, discounts and
huge events. It enhances the chances of sales and motivates the target audience to buy the
promoted products.

VIII) Diversity marketing: It caters diverse audience by customizing and integrating

different marketing strategies. It covers different aspects like cultural, beliefs, attitudes, views
and other specific needs.
Marketing strategies of Britannia
"Britannia Industries Limited employs a multifaceted marketing strategy to maintain its
strong position in the Indian food industry. Some key elements of Britannia's marketing
strategy include:
1. Product Diversification:
Britannia has a diverse product portfolio that includes biscuits, bread, cakes, dairy products,
and more. This strategy allows the company to cater to a broad spectrum of consumer
preferences and increases its market reach.
2. Innovation and New Product Launches:
The company regularly introduces new products and variants to stay ahead of changing
consumer trends and preferences. Innovations such as healthier snacks and premium
biscuits contribute to maintaining consumer interest.
3. Brand Positioning:
Britannia has positioned itself as a brand synonymous with quality, trust, and taste. The
iconic Britannia logo and consistent messaging reinforce this positioning in the minds of
consumers.
4. Advertising and Promotions:
Britannia invests significantly in advertising across various media channels, including
television, print, and digital platforms. Memorable ad campaigns help build brand awareness
and drive consumer engagement.
5. Health and Wellness Focus:
With the NutriChoice range and other health-oriented products, Britannia taps into the
growing trend of health-conscious consumers. The emphasis on nutritional value aligns with
changing lifestyle preferences.
6. Market Research and Regional Customization:
Britannia conducts thorough market research to understand regional preferences and
consumer behaviour. This enables the customization of products and marketing strategies to
suit diverse markets across India.
7. Digital Marketing and Social Media Presence:
Britannia maintains a strong digital presence, leveraging social media platforms for brand
promotion and consumer engagement. Online campaigns and interactive content contribute
to a dynamic and modern brand image.
 8. Sponsorships and Collaborations:
The company engages in sponsorships and collaborations to enhance its brand visibility.
Partnerships with events, sports, or other brands contribute to Britannia's market presence.
9. Retail Presence and Merchandising:
Effective merchandising in retail outlets ensures that Britannia products are prominently
displayed, attracting consumer attention. Strategic partnerships with retailers contribute to
an extensive and efficient distribution network.
10. Customer Loyalty Programs:
Britannia fosters customer loyalty through various programs and initiatives. Reward
schemes and promotional activities encourage repeat purchases and brand loyalty.
Overall, Britannia's marketing strategy is characterized by a combination of product
innovation, brand building, regional customization, and a strong digital presence, reflecting
the company's adaptability to changing market dynamics and consumer preferences.
In essence, Britannia's marketing strategy reflects a harmonious blend of innovation, brand
building, and adaptability to consumer trends, cementing its position as a leading player in
the Indian food market.

Future Strategy

1. *Innovation and Product Development:

- Continuing to innovate in response to changing consumer preferences and market trends. This
could involve the introduction of new products or improvements to existing ones.

2. Health and Wellness Focus:

- Strengthening their presence in the health and wellness segment by introducing products that
align with evolving consumer demands for healthier and nutritious food options.

3. Digital Transformation:

- Embracing digital technologies for marketing, distribution, and customer engagement. This may
include leveraging e-commerce platforms and data analytics for more targeted marketing strategies.
4. Sustainability Initiatives:

- Implementing sustainability practices in response to growing environmental concerns. This could

involve eco-friendly packaging, responsible sourcing, and reducing the company's overall
environmental footprint.

5. Global Expansion:

- Exploring opportunities for further international expansion, entering new markets, and adapting
products to meet the preferences of diverse global consumers.

6. Consumer Engagement and Loyalty Programs:

- Strengthening relationships with consumers through loyalty programs, personalized marketing,

and enhanced customer engagement initiatives.

7. Partnerships and Collaborations:

- Collaborating with other companies or entering strategic partnerships to expand product

offerings, improve supply chain efficiency, or access new distribution channels.

8. Investment in Technology:

- Continued investment in technology to enhance manufacturing processes, distribution systems,

and data analytics capabilities.

9. Agility and Adaptability:

- Developing strategies that allow the company to remain agile and adaptable to changes in the
market, consumer behaviour, and regulatory environments.
 SWOT ANALYSIS OF BRITANNIA

SWOT Analysis of Britannia Industries Limited are as follows:

1) Strengths
i) Brand Recognition: Britannia is a well-established and highly recognized
brand in the Indian food industry, known for its quality and trustworthiness.
ii) Diverse Product Portfolio: The company offers a wide range of products,
including biscuits, bread, cakes, and dairy items, providing versatility and catering to
diverse consumer preferences.
iii) Market Presence: Britannia has a strong market presence across urban and
rural areas, supported by an extensive distribution network, ensuring wide
accessibility of its products.
iv) Innovation and R&D: Britannia's commitment to innovation is evident
through the introduction of new products and variants, showcasing adaptability to
changing consumer trends.

2) Weakness
i) Dependency on Biscuits: While Britannia has diversified its product range, a
significant portion of its revenue is still dependent on biscuits, making the company
susceptible to shifts in consumer preferences.
ii) Sensitivity to Raw Material Prices: Fluctuations in the prices of key raw
materials, such as wheat and sugar, can impact production costs and profit margins.

3) Opportunities
 i) Health and Wellness Trend: The growing trend towards healthier eating
habits provides an opportunity for Britannia to expand its range of nutritious and
wellness-focused products.
ii) Global Expansion: Exploring and expanding into international markets
presents an opportunity for Britannia to tap into new consumer bases and diversify
its revenue streams.
iii) E-commerce Growth: With the increasing trend of online shopping,
Britannia can capitalize on e-commerce platforms to reach a broader audience and
enhance its digital presence.

4) Threats
i) Intense Market Competition: The food industry is highly competitive,
with both local and international brands vying for market share, posing a challenge to
Britannia's market position.
ii) Changing Consumer Preferences: Shifts in consumer preferences
towards healthier or alternative snacks may impact the demand for traditional
biscuits and other products.
iii) Supply Chain Disruptions: External factors such as natural disasters,
geopolitical events, or global pandemics can disrupt the supply chain, affecting
production and distribution.
iv) Regulatory Changes: Changes in food safety regulations, labeling
requirements, or other regulatory standards can pose challenges and require
adaptations in manufacturing processes.
This SWOT analysis provides a snapshot of Britannia's internal strengths and
weaknesses, as well as external opportunities and threats. It's important to note that
the business environment is dynamic, and the factors outlined here may evolve over
time.

5 P’S of Britannia
i