2. CONTENTS
Company profile
Products line
Competitors
Competitive advantage
Product introduction
Price &Promotion
Distribution
Conclusion
References
3. 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.
4. Products line
Biscuits
Bakery products including cakes and breads
Dairy products including butter,cheese,ghee
and dahi.
6. Competitive advantage
Brand image
Established customer base
Positioning strategies(green choco, fat free)
Ingredients
7. 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
8. 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.
10. Contd…
Fat free
20 g – Rs 14
40 g – Rs 25
100 g – Rs 55
Gift pack (250 g)- Rs 160
11. 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.
12. 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.
13. 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 .