Britannia Bourbon

SUBMITTED BYMEGH AMIN (C007)

PRAMIT BISWAS (C014)
PRIYANJALI DAS (C019)
JAY KAMTE (C037)
SHIVAM NANDI (C050)
GAURI BASANT SHARMA (C056)

Mumbai me,
a rainy day....

Haath me chai ka cup,

Friends ke saath
gupshup..
Chai ke saath biscuits ka
KING,
Ting ting tiding!

MARKET ANALYSIS

Annual
Turnover:
10000+ Crores

Volume of
biscuit
production:
23 million
Tonnes

http://www.euromonitor.com/biscuits-in-india/report

60%
Organized

40%
Unorganize
d

http://www.euromonitor.com/biscuits-in-india/report

Competitive Landscape

CAGR
7%
(N.E)

http://www.euromonitor.com/biscuits-in-india/report

Market Share Region Wise

Region

Market Share

North

25%

East

23%

West

28%

South

24%

http://www.euromonitor.com/biscuits-in-india/report
http://www.biscuitfederation.com/indus_profile.htm

Market Segmentation

Marketing Practices

Biscuits are consumed by people of all ages, from rich to poor,

from villages to cities

Some have it breakfast

Some have it with tea

Some have it anytime

Thus biscuit industry practices mass marketing which appeal to

masses.

COMPETITION
VS

Who is the Leader ?

Britannia Bourbon
70% market share

http://www.bakerybazar.com/2009/10/britannia-vs-parle-battle-for-market.htm l

Target customers
Britannia Bourbon

Parle Hide n Seek Bourbon

MARKETING
ENVIRONMENT
Porters 5 Forces
Potential
Entrants:
High end biscuit
variety
Cream biscuits

Bargaining
power of
suppliers:
Wheat, sugar,
chocolate,
increasing price

Threat of
Substitutes:
Existing Rivalry
between
Competitors:
Britannia Bourbon
Cadbury Oreo
Parle Hide N seek
ITC dream cream

Cadbury
Chocolates

Bargaining
power of
customers:
Other low cost
biscuits, same cost
bakery items

PESTEL Analysis

Technological
Economic
Legal

New age packaging

Rise in sugar production and duty free sugar imports

Globalisation
Raising the norms of probiotic food
FSSAI

CONSUMER BEHAVIOR
Occupants > Who constitutes the Market?
Objects > What does the Market buy?
Objectives > Why does the Market buy?
Organization > Who participates in the buying
process?
Operations > How does the Market buy?
Occasion > When does the Market buy?
Outlet > From where does the Market buy the
Product?

The Five Stage Model

Problem Recognition

Information Search

Evaluation of alternatives

Purchase decision

Post purchase behaviour

COMPANY

Leadership
Ownership
Respect
Passion or learning

Product Mix
Good Day
Crackers
Nutrichoice
Marie Gold
Tiger
Milk Bikis
Jim Jam

Weakness
Strengths

Dominance in
non glucose
segment

Opportunities

Threats

BRAND
Marketing Mix

Positioning
Market Development by repositioning the brand for youth.
Existing Products New Products

New Markets Existing Markets

Market
Penetration

Product
Development

Market
Development

Diversificatio
n

Ansoffs
Matrix

Mantras
Andar

se kuch, Baahar se kuch aur!

Mantras
Thoda

aur chocolatey, Thoda aur crunchy!

Heritage

Britannia launched the delicious Bourbon biscuit in India in 1955.

For five decades now, Bourbon and Britannia have gone hand in
hand

Its annual sale is approximately INR 280 crore and is growing at

25 per cent per annum

In 2011 Bourbon received the Most Popular Confectionery

Product Preferred By Youth (Biscuit) Award from Business World.

Which is your most favorite

Britannia biscuit?

How many times do you consume

a packet of Britannia Bourbon in a week?

Any innovative changes youd like in

Britannia Bourbon biscuits?

Any changes youd like in

the type of Britannia Bourbon packs?

Parle has come up with its own Hide-nSeek Bourbon biscuit which is relatively
more affordable. Do you still prefer the
original but costlier Britannia
Bourbon?

If yes, why?

From where do you generally buy a

Bourbon pack?

Do you feel that Britannia Bourbons

taste, quality or crunchiness has
decreased over the years?

Recommendations
?

Make chocolate richer, bring out melt-inmouth variant

Introduce INR 5, 3 biscuits pack, to give
competition to chocolate brands
Keep trust factor intact
Can concentrate on giving higher margins to local
kirana stores to keep them happy

REFERENCES
Internet
http://www.bakerybazar.com/2009/10/britannia-vs-parle-battle-for-market.html
http://www.britannia.co.in
http://www.wikipedia.com
http://www.mbaskool.co.in
Print
Marketing Management by Philip Kotler

We are open for questions!

THANK YOU!