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Market Analysis for

Britannia Biscuits
Mandeep Kaur Arora (71)
Mandeep Uppal(72)
Manish Thakur (73)
Manushi Sharma (74)
Mayank Devlal (75)
Megha Krishnatrey (76)
INDEX

1. OVERVIEW
2. PRODUCTS
3. SWOT ANALYSIS
4. PORTERS 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
Tiger
Glucose
Milk bikis

Bourbon
Cream
Treat
Milk bikis

Cookies Britannia cookies


Good Day

Health
Digestive Marie Gold
Nutri choice
50-50
Others
Time pass
Little heart
Nice time
SWOT Analysis
Extensive distribution network
Strengths Providing a wide range of biscuits
Innovative Advertisements

Dependence on stores & retailers


Weaknesses Low penetration in rural areas.
Not an extensive overseas market.

Increasing demand for diet, sugar free biscuit


Opportunities Retaining loyal retailers and wholesalers
Targeting interior area of India

Local bakery products, Imitations


New entrants eg:cadbury Oreo, sunfeast dark
Threats fantasy
Margin war among the major brands
Porters 5 Forces Model
Existing Competitors:
Potential entrants: Glucose Segment:
Parle-G, Sunfeast, Local Substitutes:
High end Biscuit
brands Snacks- Road side chat
varieties,Traditional shops, Haldirams Rs 10
Indian Others: Marie,
offerings etc.
Snacks, Breads, Pack Bourbon
age Snacks, Bakery Confectionary-
Patties, Local Bakery
Products Cookies, Rusk

BRITANNIA
Bargaining power
Bargaining power of of customers:
suppliers:
Wheat, Sugar, other
Other low price
commodities, increasing biscuits, same cost
price bakery items,
homemade snacks
Major-Competitors

Bakeries
Overall Market Share
Chocolate Cream Segment
Priya-Gold Kraft Oreo
3% ITC Sunfeast
3%
6% Parle
10%
Horlicks ITC
11% Britannia
1% Britannia
33% 45%
Others
16% Kraft Oreo
31%

Others
8%
Parle
33%

Glucose Segment
Moti-lal Oswal Survey Report March 2012 Others
3%

ITC
Sunfeast
9%
Britannia Tiger
18%

Parle-G
70%

A.C Nielson survey 2011


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 its tag line Eat
healthy, Think better
Britannia Nutrition Foundation-
To secure Every Childs 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
CASH QUESTION
STAR COWS MARKS

Milk
treat Good
day Pure
50-50
Magic
Little Treat
Hearts
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,Bihar and
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 retailers view:


Less schemes in bigger packs for better sales.
45

40

35

30

25

20

15

10

Distribution N/W Good Profit Margin Discounts Variety


Consumer Survey Analysis

Biscuit Preference Reason for Buying

16 Others Price
27% 24%
14

12
Nutrition
10 10%
Series1 Taste
8 39%

0
Tiger Bourbon Marie Gold Good Day Others(Little
Hearts,Treat)
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.