analysis for britannia biscuits
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Mandeep Kaur Arora (71)Mandeep Uppal(72)Manish Thakur (73)Manushi Sharma (74)Mayank Devlal (75)Megha Krishnatrey (76)
Market Analysis for Britannia Biscuits
INDEX
1. OVERVIEW2. PRODUCTS3. SWOT ANALYSIS4. PORTER’S 5 FACTOR MODEL5. MAJOR COMPETITORS6. STP7. MARKETING MIX8. RETAILER SURVEY ANALYSIS9. CONSUMER SURVEY ANALYSIS10.RECOMMENDATIONS
Overview Indian based company established in 1892, with an
investment of Rs. 295 in Kolkata. Principle activity in the manufacture of biscuit , bread , rusk
and dairy products. 1999: "Britannia Khao World Cup Jao" - a major success!
Profit up by 37%More than 3300000 distribution outlets. 2001:BIL ranked one of India's biggest brands. 2005:Re-birth of Tiger - 'Swasth Khao , Tiger Ban Jao'
becomes the popular chant! Received the Most Respected Company Award 2011 from
Businessworld. Overseas presence in Dubai, Oman and NewZealand. Positioned on Taste and Health platform.
Britannia Biscuits
Glucose
Cream
Cookies
Health Digestive
Others
•Marie Gold•Nutri choice
•Britannia cookies•Good Day
•50-50•Time pass•Little heart•Nice time
•Bourbon•Treat•Milk bikis
•Tiger•Milk bikis
• Extensive distribution network• Providing a wide range of biscuits• Innovative Advertisements
Strengths
• Dependence on stores & retailers• Low penetration in rural areas.• Not an extensive overseas market.
Weaknesses
• Increasing demand for diet, sugar free biscuit• Retaining loyal retailers and wholesalers• Targeting interior area of India
Opportunities
• Local bakery products, Imitations • New entrants – eg:cadbury Oreo, sunfeast dark
fantasy• Margin war among the major brands
Threats
SWOT Analysis
Porter’s 5 Forces Model
BRITANNIA
Bargaining power of suppliers:
Wheat, Sugar, other commodities,
increasing price
Potential entrants:
High end Biscuit varieties,Traditional
Indian Snacks, Breads, Package Snacks, Bakery
Products
Existing Competitors:
Glucose Segment: Parle-G, Sunfeast, Local
brands
Others: Marie,
Bourbon
Substitutes:
Snacks- Road side chat shops, Haldiram’s Rs 10
offerings etc.
Confectionary- Patties, Local Bakery Cookies,
Rusk
Bargaining power of customers:
Other low price biscuits, same cost
bakery items, homemade snacks
Major-Competitors
Bakeries
Britannia45%
Others8%
Kraft Oreo31%
ITC Sun-feast6%
Parle10%
Chocolate Cream Segment
Britannia33%
Parle33%
Others16%
Horlicks1%
ITC11%
Priya-Gold3%
Kraft Oreo3%
Overall Market Share
Parle-G70%
Bri-tannia Tiger18%
ITC Sun-feast 9%
Others3%
Glucose Segment
A.C Nielson survey 2011
Moti-lal Oswal Survey Report March 2012
STP of Britannia
Segmentation It is mass production, mass distribution and
mass promotion of Tiger, Good Day for all buyers
Consumed by people staying in urban, semi urban and rural areas.
Demographic
• Age• Social class
Occasion
• Benefit sought
Targeting
Britannia as a whole inculcates ‘Selective Market Specialization’ strategy.
P1 – Good Day P2 – Pure Magic, Digestive P3 –Tiger,50-50,Milk Treat
M1 – High income M2 – Mid income M3 – Low income
TARGETING AND POSITIONING TIGER:
TARGETED ON KIDS POSITIONING IS DONE FOR MODERN MOTHER
LITTLE HEARTSTARGETED ON YOUTHPOSITIONING IS TO BE A SNACKS
GOOD DAYTARGET ALL AGE GROUPSPOSITIONING IS AS EVERYDAY BISCUITS WHICH BRING
HAPPINESS IN EVERYONES LIVES MARIE GOLD
TARGETING HEALTH CONSCIOUS PEOPLE AND ESPEACIALLY WORKING WOMEN
POSITIONING AS A TEA TIME BISCUITS WITH PROTEINS
Differentiation
• Large variety and range of biscuits • Most intensive distribution coverage• Britannia has an image that generates fun along
with a belief of good quality.• Plays perfectly around it’s tag line “Eat healthy,
Think better” • Britannia Nutrition Foundation-
“To secure Every Child’s Right to Growth and Development through Right 2 Nutrition”.
Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by
BCG, USA.The horizontal axis represents relative market share and the vertical axis represents market
growth rate.
BCG Matrix of Britannia Biscuits
STAR
Milk treat
50-50
Little Hearts
CASH COWS
Good day
Treat
QUESTION MARKS
Pure Magic
Marketing Mix of Britannia :
Product•Consumable goods
•Different sizes and shapes
•Good for health, tasty, attractive packaging
•Good quality and in a number of variants.
•Brand image of fun, taste and health.
Price
•Market- penetration pricing for products like Tiger.
•Product quality leadership for products like Good day and Treat.
• Special event pricing in festive season.
Promotion•Advertisement- Television, newspaper, magazines
•Sales promotion-Small pack of 50-50 with Good day, free gift pack in festive season, rural marketing fair.
•Been a sponsor for many cricketers on Bats.
•Events-Britannia Khao World Cup Jao in 1999,
•Lagaan match in 2001
•Interactive web site
Place•Factories at Kolkata,Delhi,Chennai,Mumbai,Uttrakhand,Bihar and Orissa.
•All products can be found in all the places .
•Available in small stores to big retail outlets.
•Also, they are targeting college canteens as sole contractors for the supply of biscuits and other products.
Retailer Survey Analysis Type/age of consumers purchase Britannia
Low to middle income group. (>30 years).
Shelf space given to Britannia
Maximum compared to other competitors.
Major competitors of Britannia
Parle-G, Sunfeast cream biscuits, Priyagold
Supply chain & packaging observed
Very efficient supply chain along with good packaging as compared to its competitors.
Flaws in Britannia brand/biscuit from retailer’s view:
Less schemes in bigger packs for better sales.
Distribution N/W Good Profit Margin Discounts Variety0
5
10
15
20
25
30
35
40
45
Consumer Survey Analysis
Tiger Bourbon Marie Gold Good Day Others(Little Hearts,Treat)
0
2
4
6
8
10
12
14
16
Series1
Biscuit Preference
Price24%
Taste39%
Nutrition10%
Others27%
Reason for Buying
Recommendations Associate with various Government initiatives as mid day meals,
Sarva Shiksha Abhiyaan, National rural Health missions.
Bring promotional schemes like free extra grams
Improve packaging
Give more margin to retailers and wholesalers
Break the monotony. Introduce new flavours
Open dedicated Britannia stores/outlets.