The brand’s association with cricket world cup schemes and the recent ‘Kaun Banega Crorepati’ and ‘Lagaan’ tie-ups stand testimony to this. One bite of this smooth, luscious chocolate cream enveloped in crunchy, sugary chocolate biscuit and the smooth operator in you will be unleashed! Weaknesses: the various attributes of any individual / company which might harm in achieving the objectives. Therefore, doing this has enabled Britannia to widen its customer base. The premium segment offers biscuits that have more to them in addition to the taste and value for money. The unorganized sector is estimated to have approximately 30,000 small & tiny bakeries across the country. Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. SWOT Analysis refers to the strategic planning process which is used to evaluate the strengths, weaknesses, opportunities and threats which exist in any project. Britannia Bourbon, 150g Smooth chocolate cream spread in between crunchy chocolate biscuits topped with sugar crystals, best relished in the company of your craziest, naughtiest friends, as you spend hours gossiping and planning your next trick. The researchers try to form segments by looking at consumer characteristics; geographic, demographic, and psychographic. It also helps in increasing the brand awareness. Paytm Britannia Offer - Get Rs 20 Free Paytm Cash on Every pack of Rs 10 or Rs 20, Paytm Bourbon Buy Britannia Bourbon. Combined, these facilities employ more than 4,300 people and yet only make 30% of the company’s products. It has made the ongoing Kumbh Mela a major promotion and sales outlet to capture the rural market. Britannia Bourbon, 150g. Britannia's item portfolio incorporates Biscuits, Bread, Cakes, Rusk, and Dairy items including Cheese, Beverages, Milk, and Yogurt. World Cup Promos:- Britannia India’s Britannia khao, World Cup jao promotion emerged as the most recalled sales promotion among all World Cup-related cricket sales promotion activity, according to topline findings of market research agency NFO MBL. For over a decade, kids have hatched many a clever conspiracy to bite into a Treat. Unable to add item to Wish List. BIL has a widespread retail distribution network that services 400,000 retail outlets in 2,200 towns with the help of 2,500 distributors. In this project we studied the techniques adopted by the brand to position itself in the market and also the various market segments catered by the brand were taken into account. And in biscuits, setting up a distribution channel is anything but easy. In this project we concentrated on all the biscuits offered by Britannia. This is the stage where the maximum profits are earned by the market in total. The launch of the latest 50-50 variant left everybody guessing “What it eez?” From TV ads, radio, outdoor and in-store display materials to events, a website and SMS and email blasts, traditional and new media were blended synergistically to create excitement and curiosity about the unique taste of the biscuit. Instead of reinventing some of the issues, they’ve focused on value adding, such as putting more sugar or making biscuits softer and crunchier. We're here to answer any questions you have about our services. Promotion: -The fourth part of the marketing mix refers to process of informing the customers of company’s products. The Product Life Cycle of a product includes 4 major stages: Introduction Stage – this is a stage where the product is introduced. MARKETING MIX OF BRITANNIA 1. a biscuit that is deliciously sweet and scrumptiously salty. Cream biscuits (Cream treat) – Target consumers involve children and young age people. As low as ₹19.90. The marketing and finance are the main key activities in this stage. The 50-50 Pepper Chakkar launch is truly a case of leveraging the marketing mix to best advantage. Thus, there needs to be proper care taken of the product. Qty-+ Add to Cart. All work is written to order. These are round biscuits with smiley faces, full of milk cream, making it popular among children. Britannia strode into the 21st Century as one of India’s biggest brands and the pre-eminent food brand of the country. Disclaimer: This work has been submitted by a university student. to satisfy the customers. Britannia Bourbon Biscuit - 50 g Price in Nepal (25). While the premium end of the market has seen a flood of new entrants, including several multinational brands, Britannia, with its established distribution network, appears to be in a better position to capitalise on the growth in the mass market. Ali Harris, marketing director - Britannia Industries, said, "We brought the first premium chocolate biscuit experience to India 60 years ago with the Britannia Bourbon. The 100 gm pack (sold at Rs 4) has been reduced to 90 gm; the 75 gm pack (Rs 3) reduced to 67 gm and the 50 gm pack (Rs 2) to 45 gm. One bite of this smooth, luscious chocolate cream enveloped in crunchy, sugary chocolate biscuit and the smooth operator in you will be unleashed! Britannia Industries Ltd. is one of India’s leading producers of biscuits and other bakery products. 50-50 Sweet & Salty Biscuit. 160 Cal. Other promotional types include public relation exercises and free publicity. the ALL NEW GOOD Day It’s a Smile that makes it a Good Day! Growth Stage – this is a stage where there happens rapid growth in terms of sales and profits. (Biscuit Federation), Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. Company has very sensibly increased the prices by not going for higher price levels but by decreasing the pack sizes. The positioning requires that every tangible aspect of product, price, place and promotion must support the chosen positioning strategy. “Swasth Khao Tan Man Jagao” promises the new generation a healthy and nutritious alternative-that is also delightful and tasty. Smooth chocolate cream spread in between crunchy chocolate biscuits topped with sugar crystals, best relished in the company of your craziest, naughtiest friends, as you spend hours gossiping and planning your next trick. Success comes to those brands which offer the right price at a value-for-money equation While Parle derives a large portion of its revenues from low-priced biscuits; Britannia derives a fairly large share of their revenues from the medium- and premium varieties. Britannia had the highest promotion recall level among all brands (20.2 per cent), followed by LG Electronics (9.2 per cent), Samsung (3.6 per cent) and Pepsi (2.5 per cent). 61 %24 gCarbs. Britannia Bourbon Biscuit Ask Price. Incepted in the year 2009, we are based in Ahmedabad of India. Store At Doors - Wholesale Trader of Britannia Biscuits, Cream Biscuits & Healthy Digestive Biscuit from Malout, Punjab, India The rural penetration of the branded biscuits segment is also significant. Level 1: Core Product. Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits, topped with sugar crystals - presenting, the original Bourbon, from the house of Britannia. It is an effort to increase a company’s precision marketing. Threats: the external conditions which can damage the objectives. To promote itself, the company tied up with Bey Blades, the popular television series that was a rage among. This range is available in 3 delicious variants namely Litetime, Chocolate cream, and Orange cream, targeted towards all health sensitive people. If you like chocolate in your biscuits these are perfect. And, thus, helps in decisions making in order to maintain the maximum satisfaction of the customers. Britannia Bourbon Britannia Bourbon is all about showing off your wickedly smooth side. (Biscuit Federation) Britannia. BIL has decided to focus on seven core brands in the biscuits category. According to Chartered Institute of Marketing (UK), “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”, According to Kotler, “Marketing is the social process by which individuals and groups obtain what they need and want through creating & exchanging products and value with others.”, These are the two definitions that talk about the marketing concepts and the customer forefront. TASTE IS OWSUM.. Biscuits quality is also bad. It has always been the chocolate lover’s favourite guilt trip. Find more offers in Biscuits & Cookies. The creme filling is not oversweet and was the most balanced amongst all the brands tasted. Britannia 50-50 is considered as the “very very tasty tasty” snack. Britannia spends approx 10 % of its sales on marketing. In 2002, Britannia lovingly baked a Treat for little pranksters. Marketing Eat Healthy, Think Better! Britannia Bourbon Biscuit. It is a real butter biscuit and infuses happiness into people daily lives. The following are the important parts: Strengths: the various attributes of any individual / company which can be helpful in achieving the various objectives. In order to emphasize the value-for-money proposition, it focused on economy packs. of samples from every age group. We used various non-parametric and parametric to analyze our results. It has always been the chocolate lover’s favourite guilt trip. Tiger now contributes about 40% to the biscuits turnover and has been Britannia’s biggest success. Find best quality of Britannia Biscuits at affordable rates in Australia. Get full nutrition facts for other Britannia products and all your other favorite brands. They identified newer segments and flavours where there was virtually no competition, and launched variants like Kesar Bite, Cheese Crackers and Cashew Chat Masala. The biscuits are good but the packaging and handling needs to be way better as the biscuits crushed or broken. Britannia has been working hard at keeping costs down, therefore, most of these tikki packs do not ship with the biscuit trays present in larger pack sizes. BRITANNIA INDUSTRIES Presented By: KARTIK PARASHAR MBA 2nd SEM 2. After segmenting the market then target market selected. This product includes both physical products and also the services. The new and improved NutriChoice Digestive Biscuitis made with 50% whole-wheat and packed with added fibre (10% of our daily dietary needs).These delightfully tasty biscuits are amongst healthiest bites of the day. We applied descriptive as well as inferential statistics for the purpose of our study. As companies increase the number of claims for their brand, they risk disbelief and a loss of clear positioning. The first part describes the target market’s size, structure and behaviour. Non-Returnable Currently unavailable. The plan consists of three parts. Tiger biscuits launch in July 1997 led Britannia’s foray into the glucose category. However, rural markets largely consume lower-priced varieties, and it is here that branded biscuits meet with stiff competition from the unorganised sector. For Glucose biscuits mothers received information on the importance of glucose and the wholeness of wheat on entertainment channels. Endorsement by celebrities like Shah Rukh Khan and southern star Surya as brand ambassadors for Sunfeast. Britannia strode into the 21st Century as one of India’s biggest brands and the pre-eminent food brand of the country. THE INDIAN BISCUIT INDUSTRY • The Indian biscuit industry is the second largest industry in the world after U.S.A. Biscuit industry is one of the biggest industry in India and having a turnover of RS 3000cr. Daily Goals. The market segments considered in this project were restricted to the age group and occupation. Innovation in the product line – biscuits with butterscotch cream with actual granules in the cream, strawberry cream with flavour-enhancers and orange-flavoured Marie. The third part of the development describes the long run sales and profit goals and marketing mix strategy over time. 4.6 out of 5 stars 61 ratings. For instance, cream biscuits from Britannia cost Rs 10 for 100 grams. Product: – A product is any offering that can satisfy a need or want. Britannia looks at a two-pronged strategy. This had happened thrice with me while ordering the biscuits from the pantry. The products under this category include Good day, Tiger, Nice time, Tiger and Milk Bikis. Founded in 1892 and headquartered in Kolkata, it is one of India's oldest existing companies.It is now part of the Wadia Group headed by Nusli Wadia.The company sells its Britannia and Tiger brands of biscuits, breads and dairy products throughout India and in more than 60 countries across the world. Biscuit industry, which was reserved in the small-scale industry sector, was unreserved in 1997-98, based on the recommendations of the Abid Hussain Committee. My Account. – This tag line is something that has changed the face of Britannia completely. Company caters to smaller multi-brand outlets with pile packs, Chutkule and Chota Tiger. Also people suffering from diabetes and other health problems would prefer taking salty biscuits. VAT Registration No: 842417633. Both individually, (when you lick it off the biscuit!) Bourbon biscuit was first introduced in India by Britannia in the year 1955. NutriChoice SugarOut is the most novel product range to have been introduced in the market. 5 %2 gProtein. In spite of market forces affecting the pricing strategies, Britannia is trying to absorb the cost pressures by implementing cost saving measures such as more efficient logistics and factory systems. All the various stages that come in a products life are altogether known as Product Life Cycle. Fitness Goals : Heart Healthy. AGE: The biscuits are targeted to the consumers on the basis of different age-groups. 6 / 67g left. The brands include Good Day, Tiger, 50-50, Snax, and the Cream Treat brands, among others. 160 / 2,000 cal left. This is done basically in order to discover the unfulfilled demands of the consumers. There are 125 calories in 2 biscuits (26 g) of Britannia Bourbon Chocolate Flavored Cream Biscuits. The company’s plants are located in India’s four major metropolitan cities – Kolkata in eastern India, Chennai in southern India and Delhi and Uttaranchal in northern India. Online materials were used to find the market size, market share and current growth of Britannia. Due to maintance of website flat shipping charge of $15 will apply on Melbourne order only for further info call on 0424946342 thank you. The second part out lines the planned price, distribution strategy and marketing budget for the first year. Maturity Stage – this exists as the most common stage in all the markets. They offer a wide assortment of biscuits with dry fruits and different cream flavours. This was followed by corporate promotions (11.5 per cent) and televisions (4.8 per cent). Its lip-smacking flavours, cool shapes and soft cream famous with the kids and in the market. Tiger from Britannia is a very good example of a brand providing value at the lower end of the market. It is a must for every tea break. It proved to be a novel way to promote a product – a perception in correct proportion indeed!! No plagiarism, guaranteed! the well known products generally hold a distinctive position in consumer’s minds. Here in this the market size and growth is not much. The company gives more importance in quality, packaging, services etc. Britannia’s 50-50 comes under this category. The production by organized players is estimated to be 1561, 000 tonnes, for the year 2005, which means if we include the unorganized sector the total tonnage should be at least 2,600,000. was ₹20.00. To cater to different market segments, Britannia has categorised its biscuits into 3 groups:-. Company Registration No: 4964706. Treat is a range of delicious cream biscuits with yummy treasures within the biscuit shells. The greatest and most famous bourbon biscuit manufacturer is Britannia. Britannia is widely recognised as an innovative marketer. Biscuits are kept at ‘eye level’ in the shop floor to improve visibility of their products. Price is an advantage as its reasonable for people for spontaneous buying. Marketing process refers to the procedure where the steps are taken and decisions are made in order to match the requirements of the consumers by implementing the strategies in order to compete with the competitors. Britannia Bourbon Biscuits, Packaging Type: Box Rs 10/Packet. This shopping feature will continue to load items when the Enter key is pressed. Conducting the marketing mix for Britannia biscuits. It is crispy, light, healthy and delicious. Buy Britannia Bourbon Biscuit - 50 g at Best Price in Nepal from Britannia - Free Home Delivery - Cash On Delivery. (Britannia). Reference this. Bourbon Thoda aur chocaletey, thoda aur crunchy! One bite of this smooth, luscious chocolate cream enveloped in crunchy, sugary chocolate biscuit and the smooth operator in you will be unleashed! (taxes), Sometimes provide poor quality of product for more profit, Unable to utilize all the resources efficiently, The main objective of undertaking this project was to compare the performance of Britannia with other brands of its kinds in the market. Their main products include bread, biscuits, cakes, rusk and dairy products. By adopting various promotional activities the company create strong brand image. It goes for high margins in cream variants and volumes from the Marie and Glucose segments because companies have little choice in terms of their pricing all the Glucose and Marie variants that straddle between the range of Rs 4-6 (for 100 grams). Until the economic boom in the country, Britannia Bourbon remained one of the elite biscuits for the middle class, savoured only on special occasions. With its … Get Quote. Promotes products by way of wall paintings, stalls in exhibitions and by financing prizes in melas or during ramlila. Objectives included: –. We are eager to import quality products from the Britannia 50-50 Biscuit exporters at negotiated prices. Other significant promotions most availed by the respondents were from Colgate, LG Electronics, Frito Lay, PepsiCo, Lehar Kurkure and Samsung. Registered Data Controller No: Z1821391. It has always been the chocolate lover’s favourite guilt trip. In general a company must avoid four major positioning errors. Sixty-one other contracted factories produce the remaining 70% of Britannia’s product line. Proper distribution network gives proper availability of the product. With a unique and attractive honeycomb design and an enhanced product experience, the new biscuit prompts the ‘Kid’s will love it’ reaction amongst mothers. Please try again. 36-45 years-this segment prefers to have glucose and butter biscuits. Biscuits almost form a part of the food consumption culture and Tiger provided an offering which effectively competed with other offerings from the unorganised sector at an affordable price. Even today Britannia Bourbon is a favorite of chocolate biscuit experience seeking Indian consumers. The percentage of society that consumes some better value lines of brand Britannia is small. Pricing: using information collected in the above steps, select a pricing method, develop the pricing structure, and define discounts. BIL offer a wide variety of edible goods. Milk cream is a variant launched under Milk Bikis. 34 %6 gFat. 64 / 2,300g left. An irresistible range of yummy, creamy biscuits to fuel their tricks. Britannia - Bourbon Chocolate Cream Biscuits. The sample size was limited to 100 and in order to have stratified sampling we took equal no. BIL’s biscuit volume growth has outpaced the segment driven by the various initiatives taken by the management. This includes: 13-19 years- This segment prefers to take sweet biscuits preferably cream biscuits. Place: Place simply refers to how one sells his products to the customers. Britannia is a brand which numerous ages of Indians have grown up with and their brands are esteemed and adored in India and the world over. THE SUGAR SPRINKLING IS LIKE ICING ON THE CAKE.. One of the most popular biscuits of india, This is one of the most popular biscuits loved by all in india because of the taste and cunch factor and i would recommend it to all, Biscuit packaging and handling needs to be better. “Lagan – the super hit movie” brought fame to Britannia Biscuits also as 40000 buyers of Britannia Biscuit packs were invited to see and a small lucky group to play the game with the movie Stars of Lagan. Company should develop a unique selling proposition (USP) for each brand and stick to it, PPL consistently promotes its DAP fertilizer by Higher yield at lower cost. Level 2 Actual Product: All cameras capture memories. If you need assistance with writing your essay, our professional essay writing service is here to help! The strategy at this level involves organisations branding, adding features and benefits to ensure that their product offers a differential advantage from their competitors. Britannia introduced Nutri Choice range of healthy biscuits in 1998. Open Packet. Parle Products also manufacture a variety of premium products for the up-market, urban consumers, catering to a variety of consumers. Britannia also aims at low price segment of customers through biscuits like Tiger, 50-50. How does this food fit into your daily goals? Many of us have fond memories of the Bourbon biscuits. It is an approach midway between mass marketing and individual marketing. The major brands are – Britannia, Parle, ITC, Priyagold, Cremica, Dukes, Anmol, Priya, etc besides various regional and state brands. *You can also browse our support articles here >. They currently include brands like Marie; Jam Treat, Bourbon and 50-50. Order Britannia Products and avail best deals on prices and products. We don't know when or if this item will be back in stock. The company has a range of biscuits that lie in the mid-segment that are light and include both sweet and salty variety. Sweet biscuits: Target consumers include children, young and occasional eaters. This is a Vegetarian product. The aim is to ensure that your potential customers purchase your one. For FMCG products, distribution channels are very important. It includes advertising, sales promotioins and public relations etc. Price of the product will be decided by the company according to the competitor’s price. The brand is targeted towards overall health and wellness for adults. Opportunities: the various external conditions which are helpful in the achievement of the objectives. It has always been the chocolate lover’s favourite guilt trip. Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits, topped with sugar crystals - presenting, the original Bourbon, from the house of Britannia. The scheme came alive again during the world Cup Match in 2002-2003 in South Africa. Prime members enjoy unlimited free, fast delivery on eligible items, video streaming, ad-free music, exclusive access to deals & more. $2.50. Profits come up because of the increased output, which is known as economies of scale and thereby some better prices. 1: Dependency between different age groups and buying behaviour of the customers towards Britannia biscuits. India's first and favorite Bourbon's sweet adventure began in 1955. Market segment consists of a large identifiable group within a market with similar wants, purchasing power geographical location, buying attitudes or buying habits. The study was conducted for a period of 3-4 weeks. 2. 27-35 years- This segment prefers cashew and butter biscuits. brtn0001. Positioning:- The positioning is a creative exercise donw with an existing product. Details. Recommendations for improving the market share. Add to Wish List Add to Compare. Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. The starting point of any segmentation discussion is mass marketing. The product strategies are modified in different stages of product life cycle. “Eat Britannia, Go for World Cup” was the theme adopted in 1999. We have a Pocket Pack, a Hangout Pack and a Party Pack! Free resources to assist you with your university studies! While the presence of a large unorganised segment could mean that a sizeable population can be converted into branded biscuits consumers and, therefore, represent huge market potential for companies in the organised sector and companies are tapping this by introducing pile packs, priced between Rs 3 and Rs 5, that prove to be a step-up between sachets (or tikki-packs as the company prefers to call them). SIMILAR PRODUCTS. Britannia Bourbon is all about showing off your wickedly smooth side. To make the customers aware that the products exist, there are a number of methods a company may choose to use, they include: Media Advertising (television, magazines, Internet, radio), Personal selling (involving a sales person). Less sweet: This category involves mainly the young people as well as the health conscious people. You can recharge, pay bills, shop and make payments via this Paytm cash and save a lot. The major types of basic offerings are goods, services, experiences, events, places, properties, organizations, information and ideas. Conceptualised by Britannia's AoR McCann Erickson, the campaign aims to focus on the sensual emotions that chocolate as a flavour evokes in a person. Smooth chocolate cream spread in between crunchy chocolate biscuits topped with … Log Food. Fat 61g. This plays a major role in the entire marketing system. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. Offered Mercedes cars as the first prize for a contest titled PriyaGold Khaao Aur Khelo. Britannia Biscuits Glucose Cream Cookies Health Digestive Others •Marie Gold •Nutri choice •Britannia cookies •Good Day •50-50 •Time pass •Little heart •Nice time •Bourbon … The competitor analysis was limited to the major players in biscuit industry – Parle and ITC and Priyagold. In stock. It is the most important aspect in company’s point of view. According to the Federation of Biscuit Manufactures of India (FBMI), the biscuit industry in India in the organized sector produces around 60% of the total production, the balance 40% is contributed by the unorganized bakeries. © 1996-2020, Amazon.com, Inc. or its affiliates. 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