Group 1
Britannia Industries NutriChoice Marketing Management
1501068 Phadnis
Aniket
1501074
Aroop Sanyal
1501100 Sahu
Sabyasachi
1501103 Bose
Saurabh
1501104 Shah
Nishant
1501108 Ghosh
Sumitro
Table of Contents Britannia Industries – An Overview.................................................................................................................. 3 Timeline of Britannia Industries Limited:......................................................................................................................................3 Product Portfolio...........................................................................................................................................................................4 Major Players................................................................................................................................................................................4 Awards and Recognitions:............................................................................................................................................................4 Current Trends and Prospects in the Biscuit Industry:..................................................................................................................4 BCG Analysis:................................................................................................................................................. 5 The Dog: Tiger Glucose...........................................................................................................................................................5 The Cash Cow: Good Day / Marie............................................................................................................................................5 The Question Mark: Cream Biscuits – Pure Magic / Bourbon...................................................................................................5 The Star: Health Biscuits – Nutrichoice...................................................................................................................................6 Digestive Biscuits – Industry Overview.............................................................................................................6 Players in the Market....................................................................................................................................................................6 Size of the Market.........................................................................................................................................................................6 Drivers..........................................................................................................................................................................................6 Porter’s Five Forces....................................................................................................................................... 7 Bargaining power of supplier...................................................................................................................................................7 Bargaining power of Buyers....................................................................................................................................................7 Threat of New entrants............................................................................................................................................................7 Rivalry among Established rivals............................................................................................................................................7 Threat of substitutes...............................................................................................................................................................7 SWOT Analysis............................................................................................................................................... 8 Segmentation................................................................................................................................................ 8 Targeting:...................................................................................................................................................... 9 Geographic..............................................................................................................................................................................9 Demographic...........................................................................................................................................................................9 Psychographic.......................................................................................................................................................................10 Behavioral.............................................................................................................................................................................10 Positioning.................................................................................................................................................. 10 Product Life Cycle........................................................................................................................................ 11 Marketing Mix of Nutrichoice........................................................................................................................ 11 The Product................................................................................................................................................................................11 The Price.....................................................................................................................................................................................12 Distribution and Place................................................................................................................................................................12 Promotion...................................................................................................................................................................................13 India’s first health social networking site nutrichoiceiHealthU:............................................................................................13 Two sided message in advertising campaign........................................................................................................................13 Britannia’s Nutrijig campaign:...............................................................................................................................................13 Recommendations:....................................................................................................................................... 14 Increase Global Presence......................................................................................................................................................14 Place......................................................................................................................................................................................14 Quality and Product...............................................................................................................................................................14 Appendix..................................................................................................................................................... 16 Summary of Responses..............................................................................................................................................................16 BCG Analysis..............................................................................................................................................................................18
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Britannia Britannia Industries – An Overview “123 years ago, in a small house in central Calcutta (now Kolkata) an intrepid baker made a batch of delicious, golden brown biscuits. These were meant for officers of the British Raj and their families, people used to the exacting standards of English tea-time snacking. From the paeans of ecstasy for that first batch of aromatic, flavour-some biscuits was born a long tradition of delectable baking - and its Indian custodian, Britannia” BRITANNIA , EAT HEALTHY, T HINK BETTER . Britannia Industries Limited (A Wadia Enterprise) is an Indian food products corporation based in Kolkata1. Over the last century, Britannia has been serving the Indian consumer with a range of fresh, nutritious and flavour rich products. Their core value is to deliver a “sensory experience in every product every time.” Since its inception in 1892, with an initial capital of Rs. 275/- Britannia has become one of India’s leading food companies and a leader in the Bakery and Dairy segments. Their revenues are around Rs. 6000 cr annually and currently has 38.5 % market share of the Rs. 250002cr biscuit industry in India.In the biscuit industry where the organized and unorganized sector is divided roughly in 55:45, its distribution spans over 35 lakh retail outlets and its reach over 40% of Indian homes3. Moreover more than half (55%) of Britannia’s revenues comes from the rural sector
Timeline of Britannia Industries Limited: 1892: Genesis of Britannia Biscuits 1921: Britannia mechanized its operations 1955: Britannia launched Bourbon biscuits 1975: Britannia Biscuits took over the distribution of biscuits from Parry’s 1978: Initial public offering. Indian shareholding up to 60% 1979: Britannia biscuits christened as Britannia Industries Limited 1983: Revenue crossed INR100 crore mark. 1986: The popular brand Good Day was launched 1997: Incorporates the “Eat Healthy, Think Better” corporate identity and started the Nutrichoice product line 1999: Started the promotion campaign “Britannia Khao, World Cup Jao” 2004: Was accorded the “Superbrand” status
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Product Portfolio Britannia is India’s favourite food brand and a storehouse of power brands like Good Day, Tiger, NutriChoice, MarieGold etc. which are household names in India. Its product portfolio comprises of biscuits, bread, cakes, rusks, and a host of dairy products like cheese, beverages, dairy whitener. Out of its 13 biscuit brands, there are 5 power brands that Britannia has identified viz. Good Day, Tiger, 50:50, Marie Gold and NutriChoice.
Major Players The major competitors of Britannia in the biscuit industry are Parle and ITC which have market shares of 29.5% and 14.8% respectively. However, new entrants like Cadbury India Ltd. which sells Oreo, McVitties and GlaxoSmithKline have made the market competitive.
Awards and Recognitions:
Britannia was awarded the Global Performance Excellence Award By Asia Pacific Quality Organization in 2012 Britannia was voted in top 300 small companies by Forbes global Britannia Industries was awarded the “Brand Equity Most Trusted Brands” according to consumer surveys in 2002 Britannia Industries was conferred with the prestigious Golden Peacock National Quality Award.
Current Trends and Prospects in the Biscuit Industry:
Biscuits is expected to grow by a value CAGR of 6%5 With rising input costs and the MSP’s of commodities (wheat, sugar, milk) rising, profit margins of biscuit manufacturers are getting thinner and hence there is a demand by biscuit manufacturers for increase in the exemption in excise duty The decrease in crude oil prices have acted as a cushion for increase in R&D expenditure by 67% to 16.70 cr There has been a marked rise in the perception of biscuits as a “healthy snacking option.” Hence, consumers are shifting to healthier versions for regular consumption. Britannia is looking at expanding production through contract manufacturers and increase distribution to reach more outlets. In this regard, it intends to increase its rural distributors to 7000 Britannia Industries Ltd is planning to significantly increase international sales by improving manufacturing capacity in the Middle East, boosting exports and making acquisitions or entering joint ventures. Britannia reported 66.86% jump in consolidated net profit for Q1 ended June 30, 2015; Net sales was up by close to 13% because of operational efficiencies.
Hence, looking at the progress of Britannia since its inception in 1892, it can be said that Britannia has built its footprint in the overall industry- biscuit by biscuit.
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BCG Analysis:
The BCG analysis gives us a better picture of the biscuit industry and how the various products of Britannia are faring vis-à-vis the competitors in the market. The market shares and the growth rates are as indicated in the matrix and in the Appendix Let’s start from the bottom:
The Dog: Tiger Glucose The glucose market has taken a major hit due to the various new entries in the biscuit segment. A wide range of cookies, health biscuits, and cream biscuits have pushed glucose biscuits out of the running. Although a lot of the lower middle class and lower class prefer glucose biscuits due to the low costs, the higher income society is moving away from it. Parle G has a dominant hold in the glucose market commanding a massive 70% of the market share. ITC holds a market share of around 8-9 a little less than Britannia.
The Cash Cow: Good Day / Marie Britannia’s cookie brand good day dominates the market share and so does the ubiquitous Marie. However, both these markets are largely saturated and the growth potential is low. Britannia has been putting a lot of effort on the cookie segment with the launch of new products, and we might see the growth pick up again courtesy these factors. Marie is another segment where Britannia holds a high market share, but due to the lack of growth is feature as a Cash Cow
The Question Mark: Cream Biscuits – Pure Magic / Bourbon Cream biscuits has always been popular with a large variety of audience, from small kids to even adults looking for a quick snack. With all the top biscuit makers, Britannia, ITC and Parle coming up with a lot of new products in the cream biscuits segment, it is bound to be a fiercely competitive segment. Britannia’s Bourbon ( earlier Parle – G) and Pure Magic is picking up on market share steadily but is still to catch up to ITC which leads the way with its Sunfeast brand of cream biscuits. Parle – G lags behind in this segment.
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The Star: Health Biscuits – Nutrichoice NutriChoice, which was launched in the nineties, is leading the Briatannia's efforts to create a new position of health in the biscuit market. The brand is now worth more than Rs. 280 crore. The health and nutrition based biscuit segment in the Indian market is now worth around Rs. 500-600 crore and growing at a faster rate (Business Standard). The Nutrichoice brand has been riding on this growth since its relaunch in 2006, which coincided with the market steady moving towards a healthier lifestyle. Nutrichoice today commands a massive market share of 55% with its closest rival being McVitties from United Biscuits. The health biscuit segment has also witnessed a growth rate of 40% which is expected to continue. The Health Biscuit market is a relatively new one in India and is also growing very rapidly. Britannia Nutrichoice has a large chuck of the market share but it is imperative that they capitalize this growth to not lose out on the market to the large number of competitors entering this space with Parle’s Simply good and ITC’s Farmlite
Digestive Biscuits – Industry Overview Players in the Market The biscuit segment in India has been historically dominated by 3 players: Parle, Britannia and ITC. United Biscuits which invented this category has been a late entrant into the Indian market but has emerged as a substantial player. While Britannia holds a market share of 55% with its health brand of Nutrichoice, United Biscuits comes a far second with a market share of just 20% while the other players barely make it into double digits
Size of the Market The health and nutrition based biscuit segment in the Indian market is now worth around Rs 500-600 crore and growing at a faster rate. All three of them have forayed into the digestive biscuit sub category of the health biscuit segment when the market opened up in 2011 to a plethora of opportunities in this category with even a late entrant such as McVitties crossing sales of Rs 100 crores in the first 3 and half years.
Drivers 2011 emerged as the year of low cost nutrition. Consumers began to accept new products much faster than before. Leading players amped up their production and the subsequent positioning statements and advertising made consumers realise that biscuits that are inherently low-cost can be nutritious as well. Sales of biscuits have risen over the 1990’s and the biscuits segment is one that already has mass market acceptance. Biscuits are a segment that has a unique perception here in the country – they are considered as a healthy snacking option by default High margins have incentivised the manufacturer to introduce different kinds of biscuits that are targeted to specific segments. The evolution of modern organized retail and an increasing affluence amongst consumers has also encouraged manufacturers to develop and produce on a mass scale.
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Focus is primarily on building consumer preference with a strong drive built by aggressive advertising.
Porter’s Five Forces The five forces affecting the industry Bargaining power of supplier The agro commodities (flour, fats & oil, sugar) constitute roughly 45% of all the raw materials procured by a company in this industry. Since the number of suppliers is high and fragmented and the buyers are less comparatively, the market favors the buyers when it comes to supply demand economics. This gives procurers a high bargaining power over suppliers
Bargaining power of Buyers Biscuits are a low-involvement commodity, which fall under the convenience goods category. Hence, it is very easy for consumers to switch from one brand to another without affecting their lifestyle. These goods are used for daily consumption and do not involve intensive decision-making. There are many alternatives available in the biscuit market for a health segment by companies like ITC, Britannia, and UB etc.
Threat of New entrants The health biscuits industry is supposed to fill the wide gap left in per capita consumption of biscuits by providing a healthier alternative. There has been a shift in the consumption trend from economy and mid-range segment to healthy biscuits that remains to be tapped. This industry, which is currently valued at 200 cr in the 15000 cr biscuit market, has a very high potential to grow. Hence, many companies are in the stage of launching new health conscious biscuits that can compete with the major players to obtain their share in this growing market. Healthy” biscuits are slowly emerging as a new subcategory in the Indian biscuit market, with most of the major homegrown companies launching such products.
Rivalry among Established rivals The Health & Wellness sector is estimated at Rs 7,000 to 8,000 crore annually for products targeted at grown-ups and another Rs 10,000 crore approximately for products targeted at children. The health snack segment is yet to be established but many companies have already re-launched their products with healthier version. Parle-G launched Simply Good, Britannia re-launched Nutrichoice in 2006 and positioned it only as BFY (Better for you) and functional segment category. The low cost of switching and constrained profits make it an immensely competitive market.
Threat of substitutes Biscuits or healthy biscuits is a breakfast snack and has many alternatives that offer the same value-addition in terms of micronutrients like iron and folic acid. Organized sector - Kellogg’s cornflakes, Quaker oats etc. Unorganized sector – local products or regional products that are usually the preferred choice of breakfast in India. To counter the threat of substitutes companies are trying offer better value through wider product accessibility. They are vying for the limited shelf space by investing heavily in differentiated packaging.
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SWOT Analysis
W e a kn e s
S tre n g th
O p p o rtu n ity
T h re a t
In cre a sin gd e m a n dfo rh e a lthb iscu it T a rg e tin gth eu n ta p p e dm a rke tintie r3a n dtie r4citie s G ro w in gM id d lecla sw ithrisin gsp e n d in gca p a city N och o co la tefl a vo r Pro vid e sm o reth a nre q u ire de n e rg y(5 0 0 K ca l/1 0 0g ra m s) G lo b a lyle sre co g n ize d . Lo w p e n e tra tio nintie r3a n dtie r4citie s.A lp ro d u ctso fN u triC h o icea ren o ta va ila b leinth e secitie s.
C o u n te rfe itp ro d u ctsd e stro yin gitsb ra n dim a g einth em a rke t. In cre a sin gp riceo fra w m a te ria l C o m p e titio ninth em a rke tw C o n su m e rre te n tio nisab igch a le n g ew ithIn te rn a tio n a lb ra n d sco m in gin toth em a rke t.
In n o va tiveA d ve rtise m e n t Pro vid e s‘H e a lthw ithT a ste ’b iscu its Pro vid in gm a n yva rie tie so fh e a lthb iscu its Le a d in gH e a lthB ra n db iscu itinIn d iah a vin gm a rke tsh a reo fa p p ro x.5 5 % inH e a lthb iscu itm a rke t H ig hB ra n dva lu eo fB rita n n iafo lo w e db yH ig hB ra n dR e ca l
Segmentation Segment Demographic
Pros Age
Cons Age Age group of 25+ are more It is still not the first choice health conscious. of school children and college students.
Income Income Medium to high income Majority population is groups are willing to spend below middle class level money on healthier and do not buy biscuits as alternatives. snacks. Education Education With a rising educated middle Difficult to market such class, the market acceptance product in low literacy 8 | Page
of such products increases.
Psychographi c
populations
Lifestyle Lifestyle The product is tailor made for The survivors might never the achiever segment of the find it useful or valuable population. and they constitute a huge part of the population. Social Class Social Class The majority consumer base Lower middle class and varies from middle class to working class view health upper class. snacks as a luxury.
Behavioral
Occasions Occasions Health biscuit can be made It does not suit the taste into a habit for the customers buds of Indian customers as a mid meal snacks. immediately and would take time to make it a regular habit. Benefits Benefits It is perceived as a high cost The USP of the product is its product. perception as a health substitute in terms of richness in fibre at an affordable cost. Loyalty status Loyalty status As a first mover into the industry accompanied with a huge brand name, consumers tend to be loyal to the brand.
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Many big brands are entering this segment because of the huge potential.
Targeting: Geographic City: Our target of the health product will be tier 1 and tier 2 cities, due to greater market size and urban life style of the population.
Demographic Age: The primary age group that is must be targeted is from 25 to 55 years. This age group segment constitutes more than 40% of the population. This age group is more health conscious and would invest in healthier substitutes over snacks. Income: The middle and higher income group is targeted owing to their affordability of the product. Nutrichoice has come out with a product ‘NutriChoice Heavens’ for the higher income group making it the premium product. On the other hand ‘NutriChoice Digestive’ is aimed at the middle income group. Education: Since the health biscuit is making people aware of its benefits, it is highly popular among educated mass and with the growing literacy, the product can target a greater volume.
Psychographic Lifestyle: All the health biscuits under NutriChoiceis targeting Achievers and Strivers. The Achievers are those people who have worked their way to success. The Strivers on the other hand are people who have a strong will power and welcome challenges. The health products like NutriChoice appeals to them more than common snacks. Social Class: The upper class and upper middle class have a high amount of spending habits in buying health oriented products; hence the health biscuits will be ideal to be targeted on them.
Behavioral Occasions: We are looking to substitute the daily Indian snacks with health biscuits. Benefits: With the stress on being a health oriented product, its main benefits like ‘high fiber‘, ‘zero cholestrol’, ‘zero trans fat’ can be projected as a healthier alternative over traditional snacks. User Status & Rates: The product is targeted for the regular and potential user like those who are prone or diagnosed with disease such as diabetes, high cholesterol and obesity.
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Loyalty Status: Since NutriChoice is one of the first products to be launched under Health snack, we are aiming to hold customers based on the early movers and brand name of Britannia. Summary: We look to target the 25-55 age group people lying in the middle and higher income group living in tier 1 and tier 2 cities having a high educated population. Further NutriChoice is targeted to be accepted as a substitute for traditional Indian snacks specially for people having an attitude of those of strivers and achievers looking for health benefits and for those taking precautions of their health.
Positioning The current positioning statement of the brand describes it as a “Helathy Snacking Option without Compromising on the Taste & the Health” The recall for the brand was amongst one of the highest when related to a digestive biscuit – the figures substantiated by its market share and its aggressive promotion campaigns designed to pull customers not only towards the product but a healthy lifestyle overall. The direct competitor is McVitties which has been rated slightly higher on a taste level as compared to Nutrichoice and hence Nutrichoice needs to make a conscious effort to enhance the product in this regard.
Current (L) & Future (R) Perception Map
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Product Life Cycle Product Life Cycle Introduction
Growth
Maturity
Decline
Sales
Stage
The health biscuit industry is a growing industry, where the consumers have started giving preference to health oriented products. The market size comprises only of the upper and upper middle class. With the growing income of people, greater health awareness, increasing population and variety of NutriChoice products, the brand is in the Growth stage
Marketing Mix of Nutrichoice The Product Core Product: At the core of the value proposition is the aim of providing a healthy snacking option without compromising on either taste or health. Actual Product: The entire range is spread across different categories and is divided into Digestive, 5 Grain, Diabetic Friendly – Oats and Ragi, Heavens and the Lite Cracker. Ingredients and tastes are modified keeping the target market in mind. For example, the simple Digestive offers a simple glucose like taste for a snacking option while the Heavens range offers flavours such as cranberries & bananas for those that prefer exotic flavours Augmented Product: Nutrichoice under its brand nae runs a health programme that is called “iHealth U Program”. interesting healthy recipes, food facts and tips, topics related to yoga and exercise (and other health related activities) and much more are shared by through idea sharing or through expert opinions. The website shares health related topics to motivate and to keep continuing the journey of good health.
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The Price Nutrichoice chooses different price mixes for each of its products ranging from INR 10 to INR 50 per 75gms. A high variation in size is also provided so as to match a particular price point, given the fickle nature of the Indian FMCG Customer The pricing of each product variant is unilaterally determined by the absolute price point because that determines affordability for a large section of consumers. In the recent years, there has been a spike in the prices of raw ingredients coupled with a sharp decline during the same period. Britannia chooses to pass on whatever benefit they get with this pricing to the customer. But given that the demand and substitutability of a product in the FMCG sector has to largely remain free of any variation, the company chooses to pass on this benefit by increasing the quantity offered at that price point.
Distribution and Place Britannia follows intensive distribution strategy, as biscuits need to reach the consumers at their nearest locations. This type of distribution helps consumer look for location convenience.
Custom ers
Convenience stores
Kirana Stores
Distributi Allocatio n
CFA
Factory
Sorting
Britannia follows the FMCG channel of distribution. The factory products are first shelled out to the CFAs (Carrying & Forwarding) agents. These are then sorted and passed on to the distributors across India and then allocated to retailers, which include minor local kirana stores. The company handles the distribution to modern trade channels like the Big Bazaar, Reliance Fresh itself. The other channel of sales or distribution is also the institutional channel/trade like Hotels, Airlines, and IRCTC. The company is focusing to improve on its distribution footprint to reach a wider consumer base. It is investing heavily on infrastructure to reach out more outlets. Currently the reach of Britannia is 3.6 million outlets, which is higher than Parle (3.3 million). It plans to take manufacturing to consumption centers especially in weak regions like north and west. On an all-India, the urban-rural split of business is 60:40.There is room for improvement as far as rural penetration goes.
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% sale of biscuits by distribution format (2015) 10.52 8.58
Small grocery stores other grocery retailers Hypermarkets/Sup ermarkets
80.9
Apart from the normal convenience and retails stores, Britannia is planning to procure shelf spaces in pharmacies in consistency of their products functionality to provide health benefits.
Promotion Britannia NutriChoice has positioned itself as a tasty and healthy biscuit, available at an affordable price and as a result offers better value for money. Over time, it was perceived as highly instrumental in representing the growing trend of Indians adopting the healthy lifestyle. Britannia conveyed this message and consolidated the brand of Nutrichoice through advertising and many other social media activities including billboards, magazines, television ads and point of sales advertising. However, with Britannia being consolidated in the market, it follows a pull strategy rather than a push strategy.
India’s first health social networking site nutrichoice iHealthU: Britannia pioneered India’s first social networking site with its primary focus on health. The website connects thousands of health enthusiasts across India and takes them on a “journey to good health”. The website also features blogs and activities about diet control and nutritional recipes, besides providing advice on leading a “healthy, stress-free and diabetes-free life”. Besides, it has also partnered with many agencies in conducting events which have promoted healthy lifestyle.
Two sided message in advertising campaign Britannia NutriChoice has come up with a two-sided argument in its new advertisement where it is positioned midway between the health benefits of a salad and the taste of a chocolate-covered doughnut. The advertisement then ends with a honest conversation where Britannia says “We have come halfway” and now the consumers need to “come the other half.” This promotional strategy was used to bring NutriChoice’s “Tasty Health Biscuits” proposition alive.
Britannia’s Nutrijig campaign: Britannia introduced the Nutrijig campaign in association with the IPL (Indian Premier League) team RCB (Royal Challengers Bangalore). The campaign signified the concept of consumers experiencing “the fun way to get healthy”. The promotional strategy behind this was through branded content strategy by leveraging RCB’s players to create buzz about Nutrichoice, increase engagement with consumers and celebrate brand fans.
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Recommendations: Increase Global Presence Britannia Industries as of today has very limited global presence. Though, It is in joint venture with biscuit manufacturing companies in the Middle East (Saudi Arabia and Oman), it has no presence in the western countries. With the per capita consumption in the South East countries hovering around 5.5% and that in the US being around 9-10%, Britannia Nutrichoice should foray into the global market to consolidate its brand equity. Besides, to capture the attention of the western market Nutrichoice should also align its market offerings with the tastes of the western markets by incorporating new flavours.
Place The biscuit industry as of now is divided into organized and unorganized sector in the ratio 55:45. Moreover, with the market in Tier II and Tier III cities still being relatively untapped, Nutrichoice can penetrate into these cities by leveraging the existing distribution channels of Britannia. Moreover, with the increasing trend of diabetic and obese people, Nutrichoice, can look at procuring shelf space in pharmacy stores
Quality and Product Nutrichoice has the highest amount of calories per 100 gms of biscuit in comparison with its competitors. Moreover, Nutrichoice does not provide chocolate coated digestive biscuits as a part of its product offerings, which many competitors offer to its consumers. Hence, Nutrichoice to catch the attention of the consumers, has to offer less calories and incorporate chocolate flavour in its market offerings.
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References http://www.moneycontrol.com/news/cnbc-tv18-comments/pepsi-britannia-eat-into-snackmarket-target-health-fans_667118.html
http://pitchonnet.com/blog/2014/02/11/constant-innovation-helps-britannias-nutrichoiceremain-relevant/
http://marketingpractice.blogspot.in/2014/01/britannia-nutrichoice-tasty-health.html
http://www.afaqs.com/news/story/37081_McVities-Digestive-Wholesome-challenge
http://www.businesstoday.in/magazine/features/biscuit-market-global-firms-want-anindian-share/story/13884.html
http://www.ihealthu.com/nutrichoice
http://articles.economictimes.indiatimes.com/2013-11-04/news/43658657_1_unitedbiscuits-mcvitie-revenue-growth
http://www.indiamart.com/britanniaindustries/products.html
http://www.telegraphindia.com/1110530/jsp/business/story_14046653.jsp
http://www.foodnavigator-asia.com/Markets/Biggest-biscuit-consumer-set-for-fast-growthand-premium-charge
http://marketingpractice.blogspot.in/2014/01/britannia-nutrichoice-tasty-health.html
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http://www.business-standard.com/article/management/the-biscuit-battles114120800961_1.html
Nutrichoice Heavens: http://food.ndtv.com/reviews/battle-of-biscuits-the-best-digestivesin-india-772976
Four P’s (Reference): http://www.marketing91.com/marketing-mix-britannia/
http://www.indiainfoline.com/article/news-business/britannia-launches-nutrichoicediabetic-friendly-essentials-113101603308_1.html
http://www.biscuitfederation.com/indus_profile.htm
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Appendix Appendix Summary of Responses
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BCG Analysis Segment
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Specifications
Britannia biscuits market share = 35% Products
Relative Market Share amongst
Gro 14 Hig sh
Star Question Mark Cash Cow Dog
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High MS, High Growth Low MS, High Growth High MS, Low growth Low MS, Low growth
competitors
Co
Health Biscuits - Nutrichoice
55
Mc
Cream Biscuits - Pure Magic/Bourbon Cookie/ Marie - Good Day/Marie Glucose - Tiger Biscuits
20
Su
30
Par
11.6
Par
