Britannia now is the number two player in dairy, even though Amul is several times its size. Exploiting that, however, we soon realized that sustainable growth by just addressing white spaces I only biscuit category is not possible for Britannia. 3. This is as per our judgement as to where the company should expand as its competitors are fast capturing those markets. See our Privacy Policy and User Agreement for details. So to determine in which category to grow it is important for us to know what consumers think of these brands wrt to competitor’s brands. 1. Treat: Many flavours available in cream, TOMA with jelly on top, 10. However, with the forecasted growth of only 10-20% in biscuits, and considering increasing competition from global and regional players, we are also considering other alternatives that we can pursue. This has helped in judging the need for category extensions to generate more brand awareness. Britannia’s product strategy in its marketing mix width primarily consists of biscuits, bread, dairy, cakes and rusk. INTRODUCTION • Britannia Industries Limited is an Indian food- products corporation based in Bangalore, India. £70.48 4.5 kg composite pack. Hence, we separated top 3 players including Britannia, Parle and Sunfeast. In fact, positioning in FMCG firms becomes a lot more important than any other marketing variable and that is the assumption that we are taking for our further exploration. A full brand pivot, or extending an existing product line with a new product are NOT brand extensions. This article has been authored by Jignesh Rathod & Pooja Punjabi from IIM Kozhikode, 1. Different cream biscuits are also made for the people who love to have a biscuit with cream. Since Biscuit market is not only defined by the flavours or the type of biscuit but also defined by the positioning. 0'7 Biscuits and Cakes have Strong Brand Portfolio; both have many variants too. We first analysed the problem statement itself and tried to understand the need for Britannia to walk on this road. Britannia biscuits product line length,width,and depth- Under Britannia’s biscuit segment it has a variety of products to offer. Using websites and various advertising campaigns, we found the following to be the marketing-positioning strategies of all the biscuit brands under Britannia, Parle and Sunfeast. Britannia Cookies: Not as relevant in consumers' minds as Good day, 16. Core Competency: With an existing knowledge of wafers and biscuits, it will be easier for Britannia to enter in to wafer chocolates rather than pure cocoa chocolates. 3. Opportunity to grow present. Britannia Slice Cakes and Britannia good day are designed for the people who actually also wants some food characteristics in a biscuit. Marie Gold: Tea time biscuits; association only with biscuits, 4. Rusk also offers similar taste, • Gourmet Butter: Currently Butter is offered in only classic form, Gourmet brand will leverage its imagery to new butter offerings and increase awareness about various cheese variants offered. The candy and confection industry remained strong through the recent recession, with the chocolate industry in particular having strong sales despite belt tightening. Opportunity to grow here the maximum due to its robust distribution network and preference for healthy and refreshing nutrients from the consumer, Portfolio Strength: Medium, Ready to Cook: Relatively new in the market. We first opened our doors to Calgary in 1955 Britannia Kitchen & Home is a kitchen, gift and home decor store based in Calgary, Alberta, Canada offering cookware, dinnerware, bakeware, glassware, table linens and giftware from well-known brands such as Le Creuset, Staub, Cuisinart, Zwilling, Royal Doulton, Maison Berger, Wrendale and more. Rising disposable incomes and changing tastes will continue to drive growth in the industry overseas, just as improving domestic economic conditions increase sales at home. Britannia: Known for its biscuits, cakes and Cheese and certain dairy products; Many consumers are not aware of bread and rusk offerings, 2. See our User Agreement and Privacy Policy. New Milk Bikis Biscuit Another of the competitor Priyagold, majorly known for its biscuits has ventured into chocolates (Snakker) to compete against Munch, Kitkat and Perk. Euromonitor: “Passport: Biscuits in India – February 2014”. MBA Skool is a Knowledge Resource for Management Students & Professionals. Before the Butcher has added UNCUT Ground, Chorizo Ground, Italian Ground, Taco Ground and Breakfast Ground to its ground meat substitutes product line. Based on research, we found that there is still competitive move to be done to counted ITC’s choco-fills and also by further utilizing “Pure Magic” brand, Britannia could strengthen the brand communication as well as brand equity through consistency in product characteristics. Rationale: One of the primary demand drivers for chocolate and other sweets is consumer taste, and consumers continue to love chocolate. From this matrix it becomes obvious that Britannia has 13 brands for biscuits category and thus its fame as a biscuits company is well deserved. Clipping is a handy way to collect important slides you want to go back to later. Since Britannia is a brand leader in a biscuit segment, we first decided to check the possibility of growth in Biscuit market in India. Touching your life. Since there are only few dedicated biscuit companies in India compared to international conglomerates such as Kraft foods or Indian one such as ITC. Britannia is a British historical period drama written by Jez Butterworth that is scheduled to air on Sky Atlantic in the UK and Ireland, and be available on Amazon Prime Video in the US.1 The nine-part series stars Kelly Reilly, David Morrissey, Zoë Wanamaker, Liana Cornell and Stanley Weber. (Bourbon cannot be used as it is primarily associated with biscuits only). Each serving contains 9 grams of plant protein. In 2016, Britannia launched Cake Biscotti, India's first ever classic 'Bridge' product combining the best of the world of a cake and that of a cookie. In cheese slices, Britannia actually sells at a 25 per cent premium to Amul. Good Day: Premium category cookies; buttery; Tea time and guests serving snack, 6. Finally, we tried to suggest a new category based on competitors presence in those categories and Britannia’s core competencies. MB/ I (I7) We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. Hence, we are not suggesting any brand or line extension for both. The content on MBA Skool has been created for educational & academic purpose only. Milk Bikis: Milk based biscuit, suitable for kids, 9. Products. Competitors: One of the major competitors for Britannia is ITC Sunfeast which sells Toffees and eclairs under the Brand name of Candyman. According to above data we can analyse that 48% of stock is filled by the Britannia products and 22% of stock is filled up by the Parle products and remaining 30% of stock is kept sun feast, Priya gold and other local biscuits. As a next step, we decided to weigh in the market growth of the four categories of the biscuits named plain/glucose biscuits, Crème biscuits, Savoury biscuits and cookies. They have continued to release a steady flow of product… Nice: Good recall among consumers, preferred as evening snacks by loyalists, 14. Britannia is one of the biggest FMCG companies in India with products available across various categories. Portfolio Strength: Weak, 1. The Roman Imperial Army invades Britannia, a land ruled by warrior women and powerful Druids. The following is the landscape that we found with regard to major biscuit brands and their positioning trying to find white space where new/existing biscuit brand can be positioned. 5’ • Britannia inovates for strong presence in health and nutrition space. Once the problem was established and fully understood by us, we looked into new product development opportunities for it. Nutri Choice: Consumer associates this with healthy, fibrous biscuit with lot of oats. each of these have their variants in … This portfolio assessment is done with the tool of brand-product matrix. Created by Jez Butterworth, Tom Butterworth, James Richardson. Ask, 8220 What do you think a patchwork quilt is 8221 2 Responses to Software Architecture Deployment Viewpoint 8211 Network Model Diagram Example BabyLand II occupies a 70,000-square-foot building on 650 acres of land. The product line depth is highest for biscuits consisting of several products, followed by cakes and breads. Presently facing competition from upcoming player ITC and the very old Parle, Portfolio Strength: Strong, Bread: Faces competition from local players, present under only 1 brand name, Portfolio Strength: Weak, Cakes: Faces competition from local bakeries and other category products like cookies, present under only 1 brand name, Portfolio Strength: Strong, Rusk: Present in only 1 brand, Portfolio Strength: Medium, Dairy Products: Minimal market share due to less perceived association of the product with dairy products from the customers. Bakeries set up in the 1960s at various locations around India ensured a constant supply of fresh bread, and as the company began distributing biscuits from other smaller companies it had taken over, they started to manufacture and release their own biscuits. ITC Brands are designed and customized to delight your diverse tastes, needs and lifestyles. However, we believe that the distribution channels can be synergised due to same customers. For more than 20 years, millions of players have lived, loved, and lost in the medieval fantasy world of Britannia within the video game Ultima Online. 5’ Buy Britannia Products online at the Lowest Price on bigbasket. Scribd will begin operating the SlideShare business on December 1, 2020 Out of these 4, Glucose remained stagnant in last few years and is expected to even decrease in coming years. Quizzes test your expertise in business and Skill tests evaluate your management traits, Coronavirus & its Business Impact Across Sectors, Maximizing Business by Maintaining a Healthy Talent Pool, Startup Funding & Valuation Bubble for Indian Ventures. Originally released in 1997 by developer Origin Systems and publisher Electronic Arts, Ultima Online is widely considered to be the grandfather of Massively Multiplayer Online games. Based on above analysis and considering that we have to match the competition for sustainable growth, we have provide following suggestion for the new biscuit product: Product category – Luxury/Premium/Indulgence, Product brand – Britannia Pure Magic (against sunfeast dark fantasy and Parle Goldenarchs). Also, Britannia could also enter the spaces where competitor/s are present but it is not (such as Farmlite cookies). The final suggestion for a new product is a new category extension. $7" Since its inception, Britannia has built its reputation upon a team of the industry’s most experienced people, with a combined knowledge far surpassing that of our competitors. With an established reputation it will be easy for the company to move into chocolates. $995292: Time pass: Similar to Monaco but lesser association with the salted biscuits category, 13. Other key learning from the assignment is that it is possible to combine resource view and I/O based view of strategy. There are multiple strategic choices that each company has to grow – from related diversification to price war for future, each firm weighs in the dynamics of the industry and accordingly decides its strategic move. A brand pivot is when a company, typically a startup, completely gives up making a type of product … On the savoury front as well, growth has been flat industry wide. […] Their main products include bread, biscuits, cakes, rusk and dairy products. Looks like you’ve clipped this slide to already. The bread products segment offers whole-wheat breads, white sandwich breads, and bread assortments. Learn more. The brand names of Britannia's biscuits include VitaMarieGold, Tiger, Nutrichoice, Good day, 50 50, Treat, Pure Magic, Milk Bikis, Bourbon, Nice Time and Little Hearts among others. Consumers in affluent category and middle aged population, 15. One of the way it is done in New Product development process is by way of addressing both external scenarios and internal capabilities at the same time. Both can leverage the strength of existing Britannia brands. Research on Retailer's preference for Britannia products, Britannia Company - Success story of a brand in a developing country, No public clipboards found for this slide. Britannia Product list and its brand range Britannia Product focused on bringing more productive products and expanding the market rapidly. In 2015, Britannia Bourbon, India's first premium chocolate biscuit, completed 60 glorious years. Product Line, Length and Depth of Britannia Industries Presented by Sanoob Sidiq MBA (FT) School of Management Studies, CUSAT for Marketing Management. Britannia is targeting cost savings of … Marketline Industry Profile: “Biscuits in Asia-Pacific – December 2013”, 5. However, in recent times Britannia had to face competition from players such as Kraft foods and ITC with the brands Oreo and Sunfeast making strong foot hold in India. A gradual improvement in the product mix and deepening reach would also aid in gross and EBITDA margins,” he added. Everything has been categorized as Strong, Medium or Weak. 2007 Britannia industries formed a joint venture with the Khimji Ramdas Group Britannia Nutri Choice Sugar Out range introduced “No Added Sugar” 2008 Britannia Nutri Choice 5 Grain biscuits launched & promised consumer "Bhook Bhagao, Kuch Healthy Khao“ 2009- Britannia … If you continue browsing the site, you agree to the use of cookies on this website. Britannia’s rival Parle Products, the maker of Parle G biscuits, has the largest retail reach. Includes access to Britannica Kids + thousands of on-demand films and documentaries + the - just released - ALL NEW Kids’ Encyclopedia book! Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Considering this all factors, we explored growth avenues in product categories other than biscuits. 2. Rusk and Dairy products have medium strength for portfolio. 4. First we asked one of our focus group members to describe the perceived positioning of all the biscuit brands that were listed. A robust product pipeline, entry in new categories & geographies and deepening reach will help Britannia sustain its outperformance. Most such moves are risky and many succeed while many fail. Pure Magic: Premium segment for cream; name also indicates indulgence category, do not relate it to britannia, TOMA not as strong as ITC offerings, 12. Top buyers of britannia from around the world. As of this date, Scribd will manage your SlideShare account and any content you may have on SlideShare, and Scribd's General Terms of Use and Privacy Policy will apply. Tiger: For kids, Glucose segment, Healthy, association with low category product, 8. Britannia Buyers | Customers of Britannia (Product And Company,US Import Trade Data) — … Hence, as of now we are not making any changes to current portfolio. It gives a clear difference and similarities between the parent brand Britannia and its competitors. This was done with the help of Brand-Product matrix, financial analysis with intangibles factor evaluation and customer assessment of each brand. NEW DELHI: Thanks to the supply chain efficiencies, reduction in wastages and fixed costs leverage helped Britannia Industries continue its brilliant earnings growth to another quarter notwithstanding the negative impact of the pandemic. Strategic Brand Management, Keller, Parameswaran, Jacob, 3rd edition, 2011, Framework – “Brand Product Matrix”, 6. “We are evaluating the mix. BIL offer a wide variety of edible goods. Polyshield. Thus a win-win for both the new product and the brand, • NutriChoice Spread: Pickle-Tickle, Korma and Sandwich flavored variants. Ali harris the director of marketing for Britannia says, “with good day chunkies, we bring international standards of an indulgent cookie experience to Indian consumers. In 2006, Tiger, the mass market brand, realised $150.75 million in sales, including exports to the U.S. and Australia. What should Britannia do today to find next growth opportunity? It was started in 1892. Epoxy Primer for Power-Floated Surfaces. SW5 saga: /,, This gave us line extension opportunities. Britannia Gourmet: Not many are aware of the separate brand for Cheese, not available at each place, 3. The articles in this section have been submitted by our Authors. Brainy gifts for curious kids! Britannia Shop / Floor coatings / Epoxy Primer for Power-Floated Surfaces. Britannia started its … The taste for chocolate is now expanding into highly populated nations with a growing middle class, such as China and India. The dairy product line sells cheese, milk, and yogurt under the Britannia … Built-up waterproofing system for flat roofs; ... Sales/Technical Line: +44 (0) 1606 834015 ... Checkout. Many of the brands were not recognized. Now customize the name of a clipboard to store your clips. Soon, we found other categories where Britannia’s brand name (input/output view of strategy) as well as capabilities (resource based view of strategy) aligned to allow Britannia to enter into new product category – Chocolates. This is important so to identify the opportunity where the competitors lack and most importantly the need for brand extensions to establish the TOMA in customers. However, in both Cookies, especially premium segment, as well as in crème segment, growth has been in double digits and thanks to higher margins in these two categories, companies have defocused from Glucose category and to an extent savoury biscuit categories to premium cookies and crème biscuits. As a consultant, we are required to provide growth strategy to Britannia. Masala Chaas: Limited visibility and hence low recall in consumers. Britannia is a historical fantasy drama series. The Britannica Kids’ Holiday Bundle is the perfect gift for the smarty pants in your life. Biscuits: Current market leader with maximum brands under the category. Each company seeks for growth in the industry that they are in. You can change your ad preferences anytime. According to survey, most of the shopkeepers kept the product of Britannia and Parle more than other products. It was created by Jez Butterworth and Tom Butterworth. Therefore, we moved to more elaborate method for finding new product using NPD methodologies. While Britannia has been competitive, the biscuit industry itself is facing challenges thanks to move from Glucose based biscuit purchases to cookies. Hence, a healthy brand like Nutrichoice will create the required perception and imagery. The series was the first co-production between Sky and Amazon Prime Video and stars Kelly Reilly, David Morrissey, Zoë Wanamaker, Mackenzie Crook, Nikolaj Lie Kaas, and Eleanor Worthington Cox. This suggestion is purely subjective and we have not done analysis of its financial impact as it is a new product category altogether. 3. In the previous quarter, the company had more than doubled their botomoline, while during the September quarter, too, its performance was at par … Bourbon: Association with Chocolate and sweetness, 5. This product is the most expensive in Britannia’s biscuit product line and costs rs 50 for a pack of six biscuits. In cookie segment, Britannia again is market leader thanks to its Gooday brand but is seeking to find the next growth avenue for itself. We first started by analysing the market. Framework – “Strategic innovation” by “Innovation point” a strategic consulting firm, Marketing Management If you continue browsing the site, you agree to the use of cookies on this website. From the interaction we had with an intern as well as from various other sources, we found that one of the capabilities identified by Britannia is their sales and distribution capabilities. As a consultant, the learning that a consultant obtains from one assignment and how those can be applied in different scenarios are immensely important as the quality of the assignment results. New product development opportunity analysis: First we try to understand the breadth and depth of all offerings from Britannia by analysing the product categories and the different brands available under them. If you are interested in writing articles for us, Submit Here. Britannia Industries limited is food Product Company based out of Kolkata having 38% market share in biscuit industry in India. Under the dairy products, ready to eat and other bakery products, Britannia has many brands which general consumer may not be aware of. We analysed only top 3 players to begin with to see the gaps in market which can be exploited by Britannia. • It is the first bakery company in India to remove transfats from it’s biscuits. In 43 AD, the Roman Army returns to crush the Celtic heart of Britannia. products list pdf Britannia biscuits products list pdf . ('1 In the beginning of the assignment, we tried to find growth avenues by exploring “white spaces” in a competitive market through methods of structured market research – both primary and secondary. First and foremost difference we understood here is that consulting for future growth is immensely different from consulting for solving specific problems related to efficiency or low performance, however, there could be some overlaps. 50% OFF! During the year, Britannia launched its state of the art R&D Centre facility in Bidadi, Karnataka. 0 A Mm; 7I/ Icznagemené gm-AI CH8/I7. They have been reviewed & uploaded by the MBA Skool Team. 5 Also, these chocolates being at lower prices points are preferred by majority of population for munching (rather than indulgence). They both need new brand extensions but the same may not help in generating brand awareness of existing offerings. 2-pack solvent-free primer specially formulated for difficult substrates. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Britannia, one of the premier food product company in India. Not a pivot or a line extension. Q With quality and innovation at the core along with contemporary packaging, customer insights and a formidable nationwide distribution network, it is our unwavering commitment to exceed your expectations, everyday. Also, they consider branding as an exercise which adds highest value and is their competitive advantage. With Gianni Calchetti, Mackenzie Crook, David Morrissey, Nikolaj Lie Kaas. Brand Name: These chocolates can be launched under the brand of Pure magic due to its secondary association with Cream biscuits. With Pura magic, the problem that can arise is, it may cannibalise the association with cream biscuits in which already Britannia stands much lower than Sunfeast. The new products are 100% plant-based, gluten-free, cholesterol-free, non-GMO, and made from a proprietary combination of soy, coconut and canola oils, and natural seasonings. We have taken this topic so as to take a plunge in life of a consultant and understand how they go about the problem statement at hand, what factors do they consider, how they evaluate the choices and give a final decision. However, in recent times Britannia had to face competition from players such as Kraft foods and ITC with the brands Oreo and Sunfeast making strong foot hold in India. Britannia Industries makes its products available to more than 70 countries globally while it has 81+ manufacturing units in India out of which 41 are Biscuit units, 13 dairy units, 12 bread units, 9 Rusk units and 6 cakes units. We analysed consumer perception of existing brands through discussion interns and 2 Focus Group Discussions with 7 members and 10 members respectively. Johnson M, February 2010, “Where Is Your White Space?”,, 2. Intangibles factor analysis, Selecting Profitable products. Britannia started as a small biscuit company in 1892 and has grown to a household name. Still general population associates the ‘Ting Ting Titing’ with Good Day and other biscuit varieties. Britannia is among the most trusted food brands, and manufactures India’s favorite brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India. TigerZor: New brand in the category, not much recall, 19. It has a history of over 120 years and its business has grown tremendously stepping at higher margin and satisfying consumer needs by giving superior quality of products. Nutrichoice has been chosen because these spreads are fat free and cholesterol free unlike cheese and butter. Note that a brand extension is not a pivot. Healthy Start: Not many are aware of this brand being related to Britannia or the offering, 17. Everyday. These include -goodday, tiger, rusk, nutrichoice, puremagic, bourbon, nicetime, little hearts and many more. High competition from established players like Nestle, HUL, Frito-Lay, Haldirams. Using the above data and competitor market share we tried to judge Brand Portfolio strength (subjective judgement). Bread and ready to eat have weak brand portfolios due to higher competition faced and very low awareness about them. However, on most of the brands which were recognized, respondents tended to have similar views on the positioning. In this case, Britannia has to decide whether to launch a new brand or stick with existing ones. We suggest the following new offerings, • 50-50 rusk: Due to salty perception of 50-50. However, the FGD members were from only one segment – MBA students from IIM Kozhikode and hence we did not consider as a representative of population. Therefore, to cross check and add further details to the positioning, we decided to derive positioning from the marketing of all the brands themselves. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy … Britannia is an extra large ship, carrying 4372 passengers and 1400 crew, and sails from . With more than 10 brands available in the biscuit category itself and a strong foothold in the market, Britannia is looking for options to grow in other categories as well and in TOMA awareness of its customers for other offerings as well. Panjiva helps you find, evaluate and contact buyers of britannia. Britannia manufactures wide variety of biscuits and dairy products. 1. Through these manufacturing units, Britannia makes 2.8 Cr packs per day which are distributed to more than 36 lakh outlets through 51 depots, 3700 stockists and 900 trucks per day. ITC Brands. If you wish to opt out, please close your SlideShare account. Competitors like ITC, Priyagold, Parle are aggressively building the market. .3. The methodology involved naming one brand (without the mention of product category) and letting people discuss what they know about it. 50-50: Sweet and Salty, easy on pocket, for those who don’t like sweet so much, 7. The industry is expected to grow at a steady rate of 10-12%. Order Britannia Products and avail best deals on prices and products. However, both categories have limited option for existing brand extensions due to poor fit. Synopsis:Filmed overseas in Prague and Wales, Britannia is set in 43AD as the Roman Imperial Army, determined and terrified in equal measure, returns to crush the Celtic heart of Britannia… Product Characteristic – since Britannia has already got cakes as well as biscuit production capabilities, we suggest they can have product such as Jaffa Cakes under Pure magic brand name. Britannia Industries limited is food Product Company based out of Kolkata having 38% market share in biscuit industry in India.

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