Presented By-Karan kashyap(13)Jagdish Singh(09)Debasish Baj(01)

CONTENTS Company profile Products line Competitors Competitive advantage Product introduction Price &Promotion Distribution Conclusion References

Company profile The story of one of India's favourite

brands reads almost like a fairy tale. Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia today. 

300 stores,chairman is Nusli wadia,Revenue is 4670cr. In 2011,Profit is 134 cr.in 2011.

Products line

Biscuits Bakery products including cakes and

breads Dairy products including

butter,cheese,ghee and dahi.

Competitors

Cadbury Nestle Amul Choco house (sugar free) Ferrero rocher

Competitive advantage

Brand image Established customer base Positioning strategies(green choco,

fat free) Ingredients

Product Introduction

Brand: Britannia green Chocó ,Britannia fat free

Features: cholesterol free, sugar free, low carbs, light and easy to digest without any dental problems.

Differentiation: Ingredients like isomalt, Polydextrose, flaxseeds and positioning strategies

Target group : Aged people and health conscious people.

Positioning: Brand names , Price, Special offers in festive season and a tour package for aged couple through scratch coupon system. Packaging and labeling of the product.

Price

Green choco 20g – Rs 1540g- Rs 27100g –Rs 60Gift pack (250g)- Rs 180

Contd…

Fat free20 g – Rs 1440 g – Rs 25100 g – Rs 55Gift pack (250 g)- Rs 160

Promotion

Advertisement in TV, social media, health magazines and news paper.

Event promotion by organizing a event for aged people .

Banners and hoardings near fitness centers and health care units ex. hospitals.

Word of mouth through our own customer base.

Distribution

Our own 300 stores all over country , choose 50 in top cities .

In retail stores like spencers, reliance fresh etc.

Occaisionally during festive season through sweet shops.

Conclusion

Britannia is well established brand in biscuits market , hence it has a wide range of customer across the country. Now it is entering into a new product line chocolates with a special target group, though market is full of competitors like Cadbury, nestle etc. Britannia through its brand image and strategies will definitely turn the tables .

References

Wikipedia.com Britannia .co.in Chocohouse.com

Thank You