INTERNATIONAL JOURNAL OF INTERNATIONAL INSTITUTE OF MANAGEMENT STUDIES /VOL 3/ISSUE 1 / JAN/ 2024

BRITANNIA: MARKETING INITIATIVES BOOST A

FLEDGLING BUSINESS'S TRANSFORMATION TO
ONE OF THE LARGEST FMCG BRANDS

Dr. A. B. Mishra
Associate Professor, International Institute of Management Studies, (IIMS Pune),Pune
Ms. Aditi Raikwar
Student, International Institute of Management Studies, (IIMS Pune), Pune
Mr. Aditya Tiwari
Student, International Institute of Management Studies, (IIMS Pune), Pune

Abstract
Britannia Industries limited one of the largest FMCG brands. One of the oldest
companies still in existence in India was founded in 1892. It is currently a member of
the Nusli Wadia Group. The company distributes cookies, breads, and dairy goods
under the Britannia As stated in its tagline, "Taste & Trust," Britannia will never stop
working to get a billion Indians to reach out for a tasty and nutritious Britannia
product multiple times a day. The second quarter and six months ending September
30, 2023, earnings results for Britannia Industries Limited were released. For the
second quarter, the company reported revenue was INR 44,852.3 million compared to
INR 44,328.5 million a year ago. Net income was INR 5,875.9 million compared to
INR 4,932.8 million a year ago. This case study will explore marketing efforts taken
by company to enhance brand positioning. This is secondary data based study.

Introduction:

In 1892, Britannia Industries Limited was founded with a ₹265 investment. Over half
of Indian households own products from Britannia Industries, the country's largest
Bakery Foods Company, which has a 100-year history and a turnover of over INR
13,000 crore. Popular brands produced by the company include Good Day, Tiger,
NutriChoice, Milk Bikis, Marie Gold, Little Hearts, and others. At first, a little home
in the heart of Kolkata was used to make biscuits. The business was eventually
purchased by the Gupta brothers. The Britannia Biscuit Company Limited was
established in 1918 after C.H. Holmes, an English merchant in Kolkata, was brought
on as a partner. During World War II, biscuit demand surged, helping the company
establish a foothold and increase sales under the new slogan, "Eat Healthy, Think
Better." In 1979, "Britannia Industries Limited" became the new name for the
corporation. In 1982, Peek Freans' parent firm was purchased by the American
corporation Nabisco Brands, Inc., which also became a significant foreign stakeholder.
Shareholding and ownership later shifted. The biscuit company saw several names
throughout the years, including Gupta Brothers, CH Holmes Limited, Peek Freans,

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and eventually ABIL, Britannia. The company didn't formally identify itself as Indian
until 1978, when it made a public offering and acquired more than 60% of the
company's shares. Britannia Biscuit Co Ltd became Britannia Industries in 1979 when
the company renamed itself. The government of British India required a supply of
specially prepared biscuits for its soldiers during World War II. To the challenge, the
Britannia Biscuit Company rose. Over the course of the agreement, which lasted for a
number of years, the company occasionally produced biscuits for the military using
95% of its capacity. In addition, it was the first biscuit producer east of the Suez Canal
to use gas ovens, which it imported in 1921, and the first in India to mechanise
manufacturing. The biscuit company now supplies biscuits to countries all around the
world, particularly in times of emergency, in collaboration with the United Nations
World Food Programme. A lot of them are tailored to meet particular nutrient needs.
Among the most reputable food brands in India, Britannia produces popular names
include Marie Gold, Tiger, Good Day, and Bourbon. The concepts of flavour and
health underpin the high quality of every product offered by Britannia. Because of this
fundamental idea, Britannia products have evolved to include options for every period
of a person's life, creating a lifelong menu. Children are the group that consumes the
most biscuits; in this case, Britannia provides "milk bikes" that have all the "goodness
of milk" that smaller children need. Targeting children aged 7 to 14, the Tiger brand
gives them the vibrant health that tomorrow's winners want. Enjoy a variety of
delectable cream biscuits, designed to provide kids with a treat during their leisure
time. Little Hearts, a product aimed at children and teenagers, has been a particularly
noteworthy success. It has entirely debunked an old industry myth that suggested this
target demographic did not enjoy sweet biscuits as snacks. Moving on to additional
age groups, Britannia developed 50-50 as a young adult biscuit snack. Targeting the
same age bracket, Britannia Marigold is a savoury time pass brand that is considered a
teatime offering that is packed with wheat energy and appealing to health-conscious
urban people. Hello, a rich-ingredient cookie is a nutritious daily treat that the whole
family will enjoy. Within the baking sector, Britannia is well-established with a
variety of cakes and breads. These goods preserve flavour consistency while keeping
the health promise, enabling customers to engage with the brand more effectively.
The company launched new items aggressively in 2004. It brought the "melt in your
mouth" Little Hearts brand of biscuits to the market. 10 Rupees is the retail price of
Little Hearts Orange and Classic. In 2004, Britannia's biscuit portfolio continued to
increase with the addition of Blackcurrant Treat, Jam Treat, Good Day Ginger Nut
and Good Day Chocó-Nut. Britannia launched Milk Man low-fat cheese slices and
NutriChoice vitamin-enriched bread for the bread and dairy industries. In 2005, the
corporation focused on fortifying its current brands rather than introducing any new
ones. It introduced Pure Magic Chocolate, Pure Magic Vanilla, Pure Magic
Strawberry & Vanilla, Premium Assorted Exotic Creme Biscuits, and Jam Treat. 100
Rupees is the pack's suggested retail price. The 50:50 Maska Chaska biscuits were
also reformulated by the firm.
Marketing Strategy

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The several unique elements of a plan for marketing make up a company's marketing
strategy. When selecting which consumers to promote its products to, a company does
an easy procedure known as segmentation, targeting, and positioning, or STP. Now,
let's discuss these concepts further.
Segmentation
This approach helps to more fully understand and generalise what is expected and
wanted of the customers by dividing them into smaller groups based on shared
characteristics. Following the results of our research, the following is Britannia's
segmentation strategy: Segmenting based on demographics, behaviours, and
psychographics
Targeting
Following segmentation, the organisation moves on to targeting, which is identifying
the target client segments. In the past century, Britannia has expanded its target
market to include products designed for older consumers in addition to the younger
age of children:
Britannia Tiger – Economically priced for the budget-conscious
Britannia Marie Gold – Suitable for families and offered in a biscuit form
Treat Fruit Roll – Designed for children to enjoy during celebrations and
special occasions.
Positioning
In this last phase of the process, the corporation chooses what kind of language or
position to use when marketing the product, having already decided which customer
segment to target. With so many trademarks in its portfolio, Britannia cleverly uses
each one to position itself across all market sectors. Take note of their excellent
positioning:
Tiger:- Positioning for the mother to choose for kids
Little Hearts:- Positioned as snacks for young people.
Good Day:- Positioning is as everyday biscuits which brings happiness in
everyone’s lives.

Marketing Mix of Britannia

Britannia has an extensive selection of food products. A consistent supply of fresh
bread was guaranteed by bakeries that were established throughout India in the 1960s.
The company started producing and releasing its own biscuits as it started distributing
biscuits from other smaller businesses it had acquired. Their primary offerings consist
of bread, cakes, biscuits with jam, rusks, and dairy items. They've kept putting out a
consistent stream of goods, such fruit bread and the dairy product Half/Half.
However, the production of biscuits accounts for 90% of their income.
 Product Mix:
o Britannia’s product mix 2023 encompasses a few dairy items and a
broad range of edible products, focusing mainly on bakery and dairy
products. The products are as follows –
 Biscuits
 Bread and Bakery Products

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 Dairy Products
 Cakes and Rusks
 Nutri Choice Range of Products
 Britannia Place Strategy

For a long time, Britannia maintained a substantial market share in India for
cream biscuits. In addition, it has explored and closed agreements globally,
including one with the prosperous UK biscuit manufacturer Peek, Frean, and
manufacturer.
o Extensive Distribution Network
o Urban and Rural Penetration
o Modern Trade Channels
o Breaking the Bulk Strategy
o International Presence

 Britannia Pricing Strategy

Britannia's pricing strategy is limited to competitive pricing. Parle G has been

untouchable for decades because Parle is one of Britannia's primary rivals. When it
comes to milk, cheese, and other dairy-based products, Amul is a formidable rival.
Local competitors and well-known brands have their own product ranges when it
comes to baked goods. Britannia has a competitive pricing approach in order to keep
ahead of the others.

 Competitive Pricing

 Value-Based Pricing

 Product Bundle Pricing

 Price Discrimination Strategy

Britannia Promotion Strategy: The product itself is the most important tool for
marketing Britannia products. People enjoy the products because they taste well. Thus,
the product itself creates a pull. Today, though, a business cannot function without
advertising and promotions. In the case of Britain, the same holds true.

The Social Media Strategy

It has become necessary for businesses to market business on social media networks
in the age of technology. Britannia has been working hard to accomplish its branding
goals and to be present on social media.
• Instagram: Britannia boasts 7,158 followers altogether. The typically share their
latest items as well as imaginative banners and designs for various events.
• Facebook: Britannia's page have 25,727 likes overall, and they frequently share
contests and quick commercial films.

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• Twitter: 14,700 users follow it there. It applies the same imaginative concepts to
Facebook, Instagram, and Twitter.

Brand Value:
The following points of company to enhance brand value in the market,
1. Customer Centricity:
Britannia is among the nation's most Reliable Food Brands. They constantly strive to
leverage brand as a force for good, capitalising on the faith people have in business
and the quality that distinguishes brands. Customer engagement insights are
integrated into the creation of new goods and the improvement of current ones. The
various departments, such as marketing and research and development, collaborate to
guarantee that Britannia products introduced to the market meet and satisfy the
constantly changing needs of our customers.
2. Healthy Product Portfolio:
In keeping with mission to provide "Healthy, Fresh, and Delicious Food," they have
been creating high-protein food, incorporating seeds and whole grains into product
portfolios, and hoping to play a role in the future in the areas of immunity and
wellbeing. They are committed to following the Eat Right, Eat Safe guidelines set
forth by the Food Safety and Standards Authority of India (FSSAI). Going forward,
we want to reduce the amount of sugar in our goods by 8% and the amount of sodium
by 6% by FY 2023–2024 compared to the baseline for 2018–19.
3. Economic Performance:
Britannia was able to withstand the pandemic because to tactics to guarantee material
supply, digital sales activities, a constant focus on safety, and the tenacious efforts of
its personnel. They reported a 12.67% increase in sales (on a stand-alone basis) and
distributed INR 2,839 Cr in dividends to our shareholders. - As consumers
increasingly choose value maximisation during the epidemic, the biscuit industry
experienced growth. - The Hindi-speaking regions of the nation saw the advent of
Britannia Milk Bikis, which are made entirely of wheat (atta). - The dairy industry
expanded by obtaining up to 36,000 litres of milk daily from nearby dairy farms. -
Businesses nearby have likewise succeeded in building strong positions and winning
over clients. In order to meet consumer demand for cutting-edge products, new
product developments. The combination of 'Grofers' with the Treat Wafers Rs. 10
marketing launch was in line with customer habits.

CONCLUSION
Britannia has proven able to build and establish respect with customers by providing
high-quality products and a foundation of trust. Britannia's marketing approach is
focused on the product, emphasising its taste and nutritional value. In order to draw in
customers, Britannia's marketing approach must adapt to the current market trends.
New products for customers well for britannia that they have shorter the decision
making process setting agile teams. Britannia is a baking company which reduces
work and automation, in order to save costs. With a deeper look at the company's
profile, marketing mix, and strategy, The various departments, such as marketing and

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research and development, collaborate to guarantee that Britannia products introduced

to the market meet and satisfy the constantly changing needs of our customers. This is
demonstrated by the fact that customers have introduced because they are now more
health conscious. Nutri Choice Biscuits for Diabetes. Their tagline, "Eat Healthy,
Think Better," further confirms concept. In conclusion, we observe the manner in
which an insignificant company transformed into one of the biggest FMCG brands in
India and numerous other nations across the globe.

References:

 https://www.britannia.co.in/article/britannia-s-croissant-business-crosses-rs-
100-crore-revenue-in-under-1-year-of-national-launch
 https://www.britannia.co.in/about-us/milestones
 https://www.britannia.co.in/#Biscuits
 https://in.investing.com/equities/britannia-industries-financial-
summary#:~:text=Britannia%20Industries%20Limited%20reported%20earnin
gs,4%2C932.8%20million%20a%20year%20ago.
 https://www.tofler.in/britannia-industries-
ltd/company/L15412WB1918PLC002964#:~:text=It's%20authorized%20shar
e%20capital%20is,ending%20on%2031%20March%2C%202023.
 https://iide.co/case-studies/marketing-strategy-of-britannia/
 https://www.investindia.gov.in/team-india-blogs/fmcg-industry-overview
 https://www.fieldproxy.com/blog/biggest-challenges-fmcg

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