Manish Badhiye (41)

Sinhgad Institute of

Managment,vadgaon,pune

Market Analysis for

Britannia Biscuits

INDEX

1. OVERVIEW

2. PRODUCTS

3. SWOT ANALYSIS

4. PORTER’S 5 FACTOR MODEL

5. MAJOR COMPETITORS

6. STP

7. MARKETING MIX

8. RETAILER SURVEY ANALYSIS

9. CONSUMER SURVEY ANALYSIS

10.RECOMMENDATIONS

Overview Indian based company established in 1892, with an

investment of Rs. 295 in Kolkata.

Principle activity in the manufacture of biscuit , bread , rusk

and dairy products.

1999: "Britannia Khao World Cup Jao" - a major success!

Profit up by 37%More than 3300000 distribution outlets.

2001:BIL ranked one of India's biggest brands.

2005:Re-birth of Tiger - 'Swasth Khao , Tiger Ban Jao'

becomes the popular chant!

Received the Most Respected Company Award 2011 from

Businessworld.

Overseas presence in Dubai, Oman and NewZealand.

Positioned on Taste and Health platform.

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

•Treat

•Milk bikis

•Tiger

•Milk bikis

• Extensive distribution network

• Providing a wide range of biscuits

• Innovative AdvertisementsStrengths

• Dependence on stores & retailers

• Low penetration in rural areas.

• Not an extensive overseas market.Weaknesses

• Increasing demand for diet, sugar free biscuit

• Retaining loyal retailers and wholesalers

• Targeting interior area of IndiaOpportunities

• Local bakery products, Imitations

• New entrants – eg:cadbury Oreo, sunfeast dark fantasy

• Margin war among the major brands

Threats

SWOT Analysis

Porter’s 5 Forces Model

BRITANNIA

Bargaining power of suppliers:

Wheat, Sugar, other commodities,

increasing price

Potential entrants:

High end Biscuit varieties,Traditional

Indian Snacks, Breads, Package Snacks, Bakery

Products

Existing Competitors:

Glucose Segment: Parle-G, Sunfeast, Local

brands

Others: Marie,

Bourbon

Substitutes:

Snacks- Road side chat shops, Haldiram’s Rs 10

offerings etc.

Confectionary- Patties, Local Bakery Cookies,

Rusk

Bargaining power of customers:

Other low price biscuits, same cost

bakery items, homemade snacks

Major-Competitors

Bakeries

Britannia45%

Others8%

Kraft Oreo31%

ITC Sunfeast6% Parle

10%

Chocolate Cream Segment

Britannia33%

Parle33%

Others16%

Horlicks1%

ITC11%

Priya-Gold3%

Kraft Oreo3%

Overall Market Share

Parle-G70%

Britannia Tiger18%

ITC Sunfeast

9%

Others3%

Glucose Segment

A.C Nielson survey 2011

Moti-lal Oswal Survey Report March 2012

STP of Britannia

Segmentation

It is mass production, mass distribution and

mass promotion of Tiger, Good Day for all

buyers

Consumed by people staying in urban, semi

urban and rural areas.

Targeting

Britannia as a whole inculcates ‘Selective Market Specialization’ strategy.

P1 – Good Day

P2 – Pure Magic, Digestive

P3 –Tiger,50-50,Milk Treat

M1 – High income

M2 – Mid income

M3 – Low income

TARGETING AND POSITIONING TIGER:

TARGETED ON KIDS

POSITIONING IS DONE FOR MODERN MOTHER

LITTLE HEARTS TARGETED ON YOUTH

POSITIONING IS TO BE A SNACKS

GOOD DAY TARGET ALL AGE GROUPS

POSITIONING IS AS EVERYDAY BISCUITS WHICH BRING HAPPINESS IN EVERYONES LIVES

MARIE GOLD TARGETING HEALTH CONSCIOUS PEOPLE AND

ESPEACIALLY WORKING WOMEN

POSITIONING AS A TEA TIME BISCUITS WITH PROTEINS

Differentiation

• Large variety and range of biscuits

• Most intensive distribution coverage

• Britannia has an image that generates fun along

with a belief of good quality.

• Plays perfectly around it’s tag line “Eat healthy,

Think better”

• Britannia Nutrition Foundation-

“To secure Every Child’s Right to Growth and

Development through Right 2 Nutrition”.

Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by BCG, USA.

The horizontal axis represents relative market share and the vertical axis represents market growth rate.

BCG Matrix of Britannia

Biscuits

STAR

Milk treat

50-50

Little Hearts

CASH COWS

Good day

Treat

QUESTION MARKS

Pure Magic

•Consumable goods

•Different sizes and shapes

•Good for health, tasty, attractive packaging

•Good quality and in a number of variants.

•Brand image of fun, taste and health.

•Market- penetration pricing for products like Tiger.

•Product quality leadership for products like Good day and Treat.

• Special event pricing in festive season.

•Advertisement- Television, newspaper, magazines

•Sales promotion-Small pack of 50-50 with Good day, free gift pack in festive season, rural marketing fair.

•Been a sponsor for many cricketers on Bats.

•Events-Britannia Khao World Cup Jao in 1999,

•Lagaan match in 2001

•Interactive web site

•Factories at Kolkata,Delhi,Chennai,Mumbai,Uttrakhand,Biharand Orissa.

•All products can be found in all the places .

•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.

Retailer Survey Analysis Type/age of consumers purchase Britannia

Low to middle income group. (>30 years).

Shelf space given to Britannia

Maximum compared to other competitors.

Major competitors of Britannia

Parle-G, Sunfeast cream biscuits, Priyagold

Supply chain & packaging observed

Very efficient supply chain along with good packaging as compared to its

competitors.

Flaws in Britannia brand/biscuit from retailer’s view:

Less schemes in bigger packs for better sales.

0

5

10

15

20

25

30

35

40

45

Distribution N/W Good Profit Margin Discounts Variety

Consumer Survey Analysis

0

2

4

6

8

10

12

14

16

Tiger Bourbon Marie Gold Good Day Others(LittleHearts,Treat)

Series1

Biscuit Preference

Price24%

Taste39%

Nutrition10%

Others27%

Reason for Buying

Recommendations

Associate with various Government initiatives as mid day meals, Sarva Shiksha Abhiyaan, National rural Health missions.

Bring promotional schemes like free extra grams

Improve packaging

Give more margin to retailers and wholesalers

Break the monotony. Introduce new flavours

Open dedicated Britannia stores/outlets.