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An Overview of the company:
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. The beginnings might have been humble-the dreams were anything but by 1910, with the advent of electricity, Britannia mechanised its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces. As time moved on, the biscuit market continued to grow… and Britannia grew along with it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark. On the operations front, the company was making equally dynamic strides. In 1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'. Britannia strode into the 21st Century as one of India's biggest brands and the preeminent food brand of the country. It was equally recognised for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 5050 Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand.
The company's offerings are spread across the spectrum with products ranging from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-third of India's one billion population and a strong management means Britannia will continue to dream big on its path of innovation and quality.
An overview of the Product: Britannia Good Day was launched in 1986 in two delectable avatars - GOOD DAY CASHEW and BUTTER. Over the years, new variants were introduced Good Day Pista Badam in 1989, Good Day Chocochips in 2000 and Good Day Choconut in 2004. This rich biscuit enjoys a fan following of consumers across all ages, loyal to the brand promise of a great taste evident from the visibly abundant ingredients. Good Day is amongst the fastest growing brands in Britannia's portfolio and is today the market leader with almost 2/3 share of the market Marketing involves finding out what your customers want and then meeting their requirements. To satisfy its customers, a business must create a successful mix of: • the right product or service (PRODUCT) • sold in the right place (PLACE) • at the right price (PRICE) • usingthe most effective forms of promotion. (PROMOTION) This is referred to as the 4Ps of marketing
Product Range Good Day Jumbo is 'extra big' with 'extra goodness' oozing out of it. Good Day Jumbo allows you to relish the magic of 4 dry fruits in a single cookie. Its unique and exclusive shape makes it easy for you to share and spread ‘Good Cheer” amongst your loved ones.
Good Day Cashew, Badam and Pista : Its ingredients contain Wheat flour, Butter, Sugar, Milk and Milk Products, Salts, Permitted Flavour, colour etc. So, it is a high calorie biscuit and most suitable for little naughty one ie the child in the house. Addition of nutrients like badam, pista, butter, and cashew makes it really enriched and filled with richness.
Choco Chop and Choco Nut:They targeted towards children at large, people who are young at heart and health sensitive people. It is also relevant for consumers with sugar related ailments. Thus are marketed as a premium segment biscuit
Product Personality:
Nature of product: Britannia Good Day is an augmented product. Augmented products are those products which have additional attributes in the product to differentiate it from the competitor’s products. They try to add more attributes to improve the product and exceed the normal expectations of buyers i.e to delight them. Britannia Good Day enjoys a fan following of consumers across all ages who are loyal to the brand and the biscuits promise of a great taste evident from the visibly abundant ingredients like butter,cashew, pista badam, chocolate chips, nuts and dry fruits. With richness as one of the functional facet of Good Day this product can be classified as a premium segment biscuit.
Product Classification: 1. On Basis of Durability: Nondurable: Biscuits are tangible in nature. They are consumed over a short period of time. Good Day biscuits are consumed at a fast rate and hence they are purchased frequently by consumers. 2. Usage: Consumer Products: Biscuits are used by consumer for personal, family or household use and is bought with the intension of satisfying personal needs. – It can be further classified as a convenience product as they are bought with a minimum thought and effort.
Product Line BRITANNIA GD CHOCONUT BRITANNIA GOOD DAY BUTTER BRITANNIA GOOD DAY CASHEW BRITANNIA GOOD DAY JUMBO BRITANNIA GOOD DAY PIS/BAD BRITANNIA GOODDAY BUTTER
Positioning: It is comes in the premium biscuits segment and is positioned as a health food. This brand is known for its richness and is basically targeted at children and teenagers as a tasty health food that can be consumed as a snack and also at the breakfast table .Hence it is promoted as a health food that it would give a person the energy to start his daily routine and so is aptly named “Good Day”.
Branding: Britannia has used the multi branding technique in branding its biscuits as they use different brands under the same product category to cater to different buying patterns of the consumers. So it has BRITANNIA GD CHOCONUT BRITANNIA GOOD DAY BUTTER BRITANNIA GOOD DAY CASHEW BRITANNIA GOOD DAY PIS/BAD BRITANNIA GOODDAY BUTTER BRITANNIA GOOD DAY JUMBO
under its umbrella of Good Day brand of biscuits.
Packaging: Britannia’s company logo itself has red, white, and green for its logo which represents vitality, purity, freshness. These attributes help in promoting Britannia’s products. Similarly, Good Day Biscuits are packed in colouredpackaged which have a color that shows the ingredient or the USP of the biscuit. For example Badam pista comes in brown and green which signifies pista and badam, choco nut comes in violet and brown which signifies chocolate, cashew comes in brown signifying roasted cashew, choco chips come in brown signifying dark chocolate, Jumbo being in pink signifying dry fruits
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