Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
to dominate the food and beverage market in India with a distinctive range of tasty yet
healthy Britannia brands". Every third person in India should be a Britannia consumer.
1.3 mission of the company
to dominate the food and beverage market in India through a profitable range of "tasty
yet healthy products" by making every Indian a Britannia consumer. Britannia also has a
mission of- development of production in partnership and with our customers to their
specifications and Flexibility and capability to meet the small and large production runs.
1.4 Historical Background of the company
1
1
1
1
1
1
1
1
1
1
1
1
2
2
2
8
9
9
9
9
9
9
9
9
9
9
9
0
0
0
9
1
2
5
5
6
7
8
8
8
9
9
0
0
1
2
0
1
4
5
3
9
3
6
9
3
7
0
4
2
Bakery and dairy products maker Britannia Industries is aiming to double its
turnover in the next four to five years and also planning to expand presence
overseas in a big way as part of its growth strategy.
The company is looking to expand its business in the countries having similar
business environment like that of India and is also open to inorganic growth if
it gets a right opportunity.
As part of its growth strategy, Britannia Industries would have a mix of both inhouse and contract manufacturings.
BREADS
DAIRY
CHEESE
FRESH DAIRY
ACCOMPANIMENTS
CAKES
BAR CAKES
VEG CAKES
CHUNK CAKE
NUT & RAISIN ROMANCE
MUFFILLS
BISCOTTI
RUSK
PREMIUM BAKE
2.2 Details of each Product
Britannia Tiger Biscuits
Britannia Tiger Biscuits is one of the biggest brands in the kids sector. Tiger Biscuits
was launched in 1997. The biscuits are full of nutrients like iron, calcium, folic acid and
vitamin A, vitamin D and are very essential for growing kids. Britannia Tiger Biscuits is
one of the healthy snacks for kids. Tiger Biscuits are consumed at any time due to its
good taste and healthier product. Britannia Tiger offers fun and energy to kids and also
brings good health and nutrition while consuming each bite of the biscuits.
Britannia New Tiger Biscuits consists of Tiger Glucose, Tiger Krunch Choc-chips
Cookies, Tiger Krunch Fruit & Nut, and Tiger Orange.
The price varies from Rs 5 to Rs 15.
Britannia Milk Bikis comes with smiley faces and are full enriched with Milk Cream. Milk
Bikis Biscuits are consumed at any time due to its good taste and healthier product.
Britannia Bikis offers fun and energy to kids and also brings good health and nutrition
while consuming each bite of the biscuits.
Britannia Milk Bikis Biscuits consists of Milk Bikis Almond Cookies, Milk Bikis, and Milk
Bikis with Milk Cream.
The price varies from Rs 5 to Rs 25.
Treat or Luxury
Biscuits which consist of cookies with Almond, Butter, Fruit, Wheat, and Milk are fond of
everyone, kids, adult, old or new generation. Britannia brings wide variety of such
Biscuits which gives consumers to choose wide range of these products and enjoy the
benefits under Treat and Luxury Sectors.
Types of Biscuits under Treat and Luxury Sectors: Britannia Cookies, Britannia Good
Day Biscuits, Britannia Nice Time Biscuits, Britannia Treat Biscuits and Britannia Pure
Magic.
The snap shot of each of these biscuits are attached for easy reference. Each of these
biscuits is briefly discussed:
Britannia Cookies Biscuits
Britannia is the Top Leader in the Cookies Sectors.
Britannia's latest brand which is referred as Britannia Cookies is packed and enriched
with the wholesome nutrition of wheat, butter and milk. Britannia Cookies are available
in two delicious kinds, one with Butter Elaichiz and other with Fruit Dhamaka.
Butter Elaichiz is filled with Butter and Elaichi, and Fruit Dhamaka is filled with fruit bits.
The Britannia Cookie is available to consumer at a reasonable and affordable price with
better taste experience.
The price varies from Rs 5 to Rs 10.
Britannia Nice Time Biscuits were fully enriched with sugar which was sprinkled over the
biscuits which was so tasty for everyone, kids, adult, old or new generation to consume
it and enjoy every bite of it. There was a huge market for this sector of Biscuits as this
was preferred by all and kids as this was so sweet to consume. It was rightly said that
no one could stop eating the whole packet.
The price varies from Rs 5 to Rs 10.
through out the day especially for kids. Flavours consist of Strawberry, Mango,
Pineapple, and Orange. This biscuit is available at a price range of Rs 5 to Rs 25 which
is shared with everyone in the family and all generation of people.
Snacking
Biscuits which are consumed as snacks are of the best products of Britannia Company.
These snacks are fond of everyone, kids, adult, old or new generation. Britannia brings
wide variety of such Snacks which gives consumers to choose wide range of these
products and enjoy the benefits under snacking sectors.
Britannia 50-50
In the year 1993, Britannia's 50-50 was launched and it was the best snack product
which was preferred by all generation of people. In 2001, the delicious Maska Chaska
was launched and became the success. In 2008 50-50 sharpened its focus on
housewives and positioned as a snack.
Britannia's 50-50 Snackuits was the latest product under snacking sector with three
unique international flavors- Snackuits Italiano Pizza, Snackuits Swiss cheese & Chilly
and Snackuits Chinese Hot & Sweet.
Time Pass
Britannia introduced a new product mainly for youth and is referred as the best snack
which is termed as "Fried is gone, baked is on". The price is very reasonable which Rs 5
Rs 10. It launches three exciting flavours which is Mindless Masala, Loafer Lemon
and Tapori Tomato. Further, it has more excitement by launching new product under the
same name which is Time Pass Classic Salted and Time Pass Nimkee.
Little Hearts
Little Hearts was launched in 1993 mainly for growing youth segment. This was
Britannia's first product which was sold in pouch packs. This product was in great
demand with special taste experience that the youth segment were impressed about
this product. It is rightly said that each bite of Little Hearts melts in the mouth within a
second time.
In Year 2003, two flavours called Little Hearts Chocolate and Little Hearts Sesame were
introduced.
Bourbon
Britannia presents yet another brand of Chocolate Biscuits which is thick, rich and
delicious which are packed with crunchy chocolate with sugar and is called as "Bourbon
Biscuits". The search of this biscuit began in the year 1955.
This biscuits are consumed by every generation of people. This biscuit is termed as all
time favourite in kids snack box. Variety of this Biscuits consists of Bourbon
Cappuccino, Chocolate Biscuits in Nano Pack, Pocket Pack, Hangout Pack, Party Pack
or Gift Pack.
Adult Health
Biscuits which are consumed by adult which are good for health as it consists of vital
nutrients and vitamins, oats, Honey, Fibre, Ragi, 5 Grain, and Multigrain and are
referred as the best products of Britannia Company. Britannia brings wide variety of
such biscuits which gives consumers to choose wide range of these products and enjoy
Hi-Fibre DigestiveNutriBix
This Biscuits is packed with Hi-Fiber and this Fiber helps smoothen the functioning of
stomach and also digestion system.
5 Grain NutriBix
This Biscuits is the best to stay active throughout the day. The 5 Grain Consisting of
Oats which minimizes the bad cholesterol, Corn which helps the heart, Ragi filled with
calcium and fibre, Wheat gives energy and Rice gives energy and lower fat level.
NutriChoice Crackers
This Biscuit is crunchy, light and good to taste. This biscuit is filled with whole wheat, no
fat or preservatives and contains Ajwain and Jeera and good to eat with tea.
Nutri Choice Arrowroot
This Biscuit keeps stomach stronger and fights the harmful toxin out from the body.
Multigrain Thins
These are a mix of 5 grains i.e Rice, Wheat, Corn, Ragi and Oats, which are topped
with crunchy flaxseeds.
Multigrain Roasty
It is one of the crunchy snacks which are generally consumed at the end of each meal
or mid-meal.
NutriChoice Ragi and Oats Biscuits
This Biscuits was introduced for those who are suffering with Diabetic.
100%
Whole
Wheat
Bread
This bread is filled with fresh wheat and good for health as wheat brings loads
of
energy
to
human
body.
Britannia
Toasted
Rusk
The toasted Rusk was launched by Britannia in the year 2005. This was the
best product of Britannia and served as the best breakfast in the morning.
These Rusk are prepared with the finest flavour and ingredients and baked
with good taste of each bite. The best toasted Rusk is the Suji Toast.
Cake
sectors
Every kid, adult and all generation of people love the slice of cake which are
yummy and sweet. These are fast moving products and are consumed very
faster once purchased from the market. The prices are very reasonable and
are
affordable
by
all
generation
of
people.
Cakes are served at any time, during breakfast, snacks, in the afternoon or in
the evening, and mainly in the weddings and birthday's parties, and festivals
such
as
Christmas,
and
New
Year
eve.
During
Types
the
year
1963,
Britannia
of
Bar
launched
its
cakes
in
India.
Cakes:
Cakes
People who are very busy during the day, this Bar cakes are very helpful for
them which comes as a Soft, and delicious to consume and termed as the
ideal snack during any time. It has many flavours such as Fruit, Butter
Sponge, Chocolate, Pineapple, Milk, Vanilla, Chocolate and Orange.
Cup
Cakes
This is best product in the Britannia's Cake sector as this is preferred by all
generation of people which is served as the best and easy breakfast for those
who don't have much time to eat at home. This cup cake can be consumed
during any place, any moment in the car or in the movie place etc.
Chunk
Cakes
This cake is soft and juicy with real fruit that makes any one to bite them and
ready to consume it at any place or office. The price is very reasonable which
is
ranging
from
Rs
5
to
Rs
6.
Britannia
Veg
Cakes
This is the best product for those who are vegetarian and this is without egg.
This is eggless cake which can be consumed by those who are not nonvegetarian. This is the best product for them and it is a great tribute for each
and every vegetarian people. It has flavour which is Twisty Fruity Price and
sizes:
Rs.
15/for
75
gm
pack.
Britannia Dairy Products is famous world-wide for its taste which is sold at a
reasonable and affordable price. Many millions of people enjoy eating butter, ghee,
milk, cheese, dahi, health drink, choco milk, and badam milk which is a healthier
drink and which is available in all over the stores at any time, anywhere and
everyday.
Britannia Dairy Products are further classified under below products:
Cheese
Butter
Ghee
Milk
Gourmet Cheese
Dahi
Dairy Whitener
Actimind
TigerZor Choco Milk and Badam Milk
Gouda Cheese
This cheese is named after the city of Gouda in Netherlands; Gouda cheese is the
famous cheese of Dutch and this cheese is made from cow's milk. This cheese is
smooth and best for compution with sandwiches and salads.
Britannia Dahi
Britannia Daily products introduce Dahi to bring tasty and sweetness in every sip and
to make the entire family happy. This dahi is made from fresh milk and is 100% pure
and healthy. No preservatives, nor colour or any flavours are added in it. This dahi is
thick and tasty to consume the whole packet within a second's time.
This Dahi is available in cups of 200gm and 400gm. It also offers low fat dahi.
Britannia Actimind
Britannia's ActiMind is a milk-based health drink for children. This has 7 formulas of
active brain nutrients that help to improve good memory of growing kids. It has 5B
Vitamins which help to bring good energy in the brain. It is available in two delicious
flavors - Mango and Strawberry.
Revenue of the company jumped 11.17 per cent year-on-year to Rs 2,430.28 crore for
the quarter under review compared with Rs 2,186.14 crore reported for the same
3.3 Current market share of competitors
3.4 Growth rates of competitors
3.5 Current Marketing programe of each competitor
THE COMPETITION
Competitors - Parle Glucose also known as Parle-G (G for Genius) is
manufactured in India by the Parle Products which is one of the oldest brand
names and the biggest selling biscuits in India.
Market Share - Parle-G has a market share of 70% in the biscuit industry in India
followed by Britannia, Tiger with 17-18%, and Sunfeast of 8-9% share.
Sales/Profit Trend - More than 50% of the company's turnover is estimated at
around Rs 20 billion. It has started expanding to areas such as Western Europe,
USA, UK, UAE and Canada.
Target Market - Parle has a target market which is focused in India, consisting of
people of all category groups such as children, teenagers, family members and
even old aged people as it is a popular biscuit eaten during Tea-time snack.
THE COMPANY
Market Share and Sales and Profit Trend
Britannia market position is very high due to factors relating to its pricing strategies,
distribution channels and variety of products. They commence new products to
satisfy the consumer's needs giving them new and alternative products to choose,
which in turn benefit the company by having more potential for growth. So we
understand that the company is not only growing, but also gaining profits. Their
estimated market share is 38%. In the early years of the company, they received
sales at an annual rate of 16% in market and their operational proceeds were nearly
18%. But now it has been increased to 27%, giving Britannia annual revenue of Rs
2,200 crore only from their biscuits. 10% is contributed by the diary products. They
have an annual capacity of 433,000 tones of biscuits with sale while exporting up to
$150.75 million.
4. About the environment
4.1 Social trends
The market size in the Western markets for premium cookie players
higher than that of Indian Market. As the standard of living is
improving in India, the demand for premium cookie market is
increasing. Many International players are trying to tap this space.
Consumers are more focused on their calorific intake, weight and
health. This is leading market innovation of cookies with low GI, low
trans fat, etc.
4.2 Political trends
Today, the Indian consumer is more discerning about taste and quality,
while still
considering value for money.
Inflation, packing rules to affect the pricing structure.
The bakery industry has been affected by high costs of production &
increase in raw material costs. Intense price pressure in the bakery
products market is also creating challenge for the manufacturers.
4.4 Technologies trend
5. Nature of demand
5.1 are buyers retail customers/industrial customers
5.2 what drives purchase of product/brand
5.3 degree of information seeking