Description
MARKET ANALYSIS OF BRITANNIA BISCUITS
Market Analysis for Britannia Biscuits
Mandeep Kaur Arora (71) Mandeep Uppal(72) Manish Thakur (73) Manushi Sharma (74) Mayank Devlal (75) Megha Krishnatrey (76)
INDEX
1. OVERVIEW 2. PRODUCTS 3. SWOT ANALYSIS 4. PORTER’S 5 FACTOR MODEL 5. MAJOR COMPETITORS 6. STP 7. MARKETING MIX 8. RETAILER SURVEY ANALYSIS 9. CONSUMER SURVEY ANALYSIS 10.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
•Tiger •Milk bikis •Bourbon •Treat •Milk bikis •Britannia cookies •Good Day •Marie Gold •Nutri choice
Cream
Cookies
Health Digestive
Others
•50-50 •Time pass •Little heart •Nice time
SWOT Analysis
Strengths Weaknesses Opportunities Threats
• Extensive distribution network • Providing a wide range of biscuits • Innovative Advertisements • Dependence on stores & retailers • Low penetration in rural areas. • Not an extensive overseas market. • Increasing demand for diet, sugar free biscuit • Retaining loyal retailers and wholesalers • Targeting interior area of India • Local bakery products, Imitations • New entrants – eg:cadbury Oreo, sunfeast dark fantasy • Margin war among the major brands
Porter’s 5 Forces Model
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
BRITANNIA
Bargaining power of suppliers: Wheat, Sugar, other commodities, increasing price
Bargaining power of customers: Other low price biscuits, same cost bakery items, homemade snacks
Major-Competitors
Bakeries
Overall Market Share
Priya-Gold Kraft Oreo 3% 3%
Horlicks 1% ITC 11%
Chocolate Cream Segment
ITC Sunfeast 6% Parle 10% Britannia 45% Kraft Oreo 31%
Britannia 33%
Others 16%
Parle 33%
Others 8%
Glucose Segment
Moti-lal Oswal Survey Report March 2012
Others 3% ITC Sunfeast 9%
Britannia Tiger 18%
Parle-G 70%
A.C Nielson survey 2011
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.
?
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 HEARTS
? TARGETED ON YOUTH ? POSITIONING IS TO BE A SNACKS
?
GOOD DAY
? TARGET ALL AGE GROUPS ? POSITIONING 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
QUESTION MARKS
Good day Treat
Pure Magic
•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.
•Market- penetration pricing for products like Tiger. •Product quality leadership for products like Good day and Treat. • Special event pricing in festive season.
•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
•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.
?
?
45
40
35
30
25
20
15
10
5
0
Distribution N/W
Good Profit Margin
Discounts
Variety
Consumer Survey Analysis
Biscuit Preference
Reason for Buying
16 14 12 10 8 6 4 2 0 Tiger Bourbon Marie Gold Good Day Others(Little Hearts,Treat) Nutrition 10% Series1
Others 27%
Price 24%
Taste 39%
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.
? ? ? ? ?
doc_831214003.pptx
MARKET ANALYSIS OF BRITANNIA BISCUITS
Market Analysis for Britannia Biscuits
Mandeep Kaur Arora (71) Mandeep Uppal(72) Manish Thakur (73) Manushi Sharma (74) Mayank Devlal (75) Megha Krishnatrey (76)
INDEX
1. OVERVIEW 2. PRODUCTS 3. SWOT ANALYSIS 4. PORTER’S 5 FACTOR MODEL 5. MAJOR COMPETITORS 6. STP 7. MARKETING MIX 8. RETAILER SURVEY ANALYSIS 9. CONSUMER SURVEY ANALYSIS 10.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
•Tiger •Milk bikis •Bourbon •Treat •Milk bikis •Britannia cookies •Good Day •Marie Gold •Nutri choice
Cream
Cookies
Health Digestive
Others
•50-50 •Time pass •Little heart •Nice time
SWOT Analysis
Strengths Weaknesses Opportunities Threats
• Extensive distribution network • Providing a wide range of biscuits • Innovative Advertisements • Dependence on stores & retailers • Low penetration in rural areas. • Not an extensive overseas market. • Increasing demand for diet, sugar free biscuit • Retaining loyal retailers and wholesalers • Targeting interior area of India • Local bakery products, Imitations • New entrants – eg:cadbury Oreo, sunfeast dark fantasy • Margin war among the major brands
Porter’s 5 Forces Model
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
BRITANNIA
Bargaining power of suppliers: Wheat, Sugar, other commodities, increasing price
Bargaining power of customers: Other low price biscuits, same cost bakery items, homemade snacks
Major-Competitors
Bakeries
Overall Market Share
Priya-Gold Kraft Oreo 3% 3%
Horlicks 1% ITC 11%
Chocolate Cream Segment
ITC Sunfeast 6% Parle 10% Britannia 45% Kraft Oreo 31%
Britannia 33%
Others 16%
Parle 33%
Others 8%
Glucose Segment
Moti-lal Oswal Survey Report March 2012
Others 3% ITC Sunfeast 9%
Britannia Tiger 18%
Parle-G 70%
A.C Nielson survey 2011
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.
?
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 HEARTS
? TARGETED ON YOUTH ? POSITIONING IS TO BE A SNACKS
?
GOOD DAY
? TARGET ALL AGE GROUPS ? POSITIONING 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
QUESTION MARKS
Good day Treat
Pure Magic
•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.
•Market- penetration pricing for products like Tiger. •Product quality leadership for products like Good day and Treat. • Special event pricing in festive season.
•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
•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.
?
?
45
40
35
30
25
20
15
10
5
0
Distribution N/W
Good Profit Margin
Discounts
Variety
Consumer Survey Analysis
Biscuit Preference
Reason for Buying
16 14 12 10 8 6 4 2 0 Tiger Bourbon Marie Gold Good Day Others(Little Hearts,Treat) Nutrition 10% Series1
Others 27%
Price 24%
Taste 39%
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.
? ? ? ? ?
doc_831214003.pptx