Britannia Marketing Strategy – Marketing Strategy of Britannia: The Wadia Enterprise, Britannia Industries Limited, an India Food Company, was founded in 1892. It manufactures and sells biscuits, cakes, bread, and other dairy products.
It is one of the most trusted brands in India, manufacturing daily food brands like Good Day, Milk Bikis, Marie Gold, Tiger, and NutriChoice. These brands are a household name in both urban and rural markets. Its dairy business accounts for approximately 6 percent of total revenue. It reaches more than 100000 outlets. While its bread vertical is the largest in the organized bread marketplace, with an annual turnover exceeding 1 lakh tons (in terms of volume) and Rs.450crores.
Britannia At A Glance – Marketing Strategy of Britannia
Company : Britannia Industries Limited
CEO: Varun Berry
Founder: Nusli Wadia
Year founded: 1892
Annual Revenue: US$1.6 billion
Profit | Net income: US$211 million
Number of employees : 4,480
Products & Services: Biscuits | Bread | Cakes | Rusk | Dairy products including Cheese, Beverages, Milk and Yoghurt
Competitors: Tata Consumer Products | Huhtamaki | Rousselot | Ainsworth Pet Nutrition | Parle Products Ltd | Amul | Nestle Ltd
Britannia Fun Facts: Bourbon biscuit was first introduced in India by Britannia in the year 1955. Until the economic boom in the country, Britannia Bourbon remained one of the elite biscuits for the middle class, savoured only on special occasions.
Marketing Strategy of Britannia
Britannia’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Britannia? Let us discuss.
Segmentation, Targeting, Positioning – Britannia Marketing Strategy
Segmentation allows you to understand the various customer groups and the characteristics that are associated with each one.
Britannia employs a combination of demographic and psychographic segmentation strategies taking into account population variables like age, marital status, income, marital status, gender, and occupation.
It uses a differentiated targeting strategy to serve different customer groups.
Britannia is a brand that cares about the customers and serves delicious and healthy processed foods. It employs a value-based positioning strategy.
Britannia Mission Statement
“To deliver continuous and sustainable financial performance for the company and all its stakeholders”
Britannia Vision Statement
“Eat Healthy, Think Better”
Competitive Advantage – Marketing Strategy of Britannia
Strong Portfolio: With a strong presence in all product categories supported by sub-brands, the company has been able to capture the rural market that generates Rs. 1556 Crores was the Mar’17 total, a 22% increase over the previous Financial Year. Britannia Industries operates in this market with over 300 SKUs.
Wadia Group Parent Company: Britannia Industries is part of Wadia Group, a strong parent company that has a presence in many businesses, including textile, aviation and real estate, food, chemicals, electronics, light engineering, health care, and plantations. Bombay Dyeing and GO Air are just a few of the many well-known businesses in this group.
Premiumisation Of Products: While the company does have sub-brands, it recently entered the premium bakery and dairy products segment to be more competitive in the market. They now offer a wide range of products that are suitable for all segments of society. Good day, Wonderful and Britannia Treat with Choco & Vanilla are just a few of the products that they offer.
BCG Matrix – Britannia Marketing Strategy
It is involved in strategic business units, such as bakery or dairy products. The Bakery segment includes products like Biscuits and Bread, Cakes, and Rusk, while the Dairy segment includes Cheese, Milk, Yoghurt Beverages, and Fresh dairy products.
The SBUs in which the company operates are both Stars in the BC matrix.
Distribution Strategy – Marketing Strategy of Britannia
Britannia Industries sells its products to over 70 countries worldwide. Britannia Industries has 81+ manufacturing units located in India, of which 41 are Biscuit units.
Britannia produces 2.8 million packs daily through these manufacturing units. These packs are distributed to over 36 lakh outlets via 51 depots, 3700 stockists, and 900 trucks each day.
Brand equity – Britannia Marketing Strategy
Britannia Industries was ranked 56 th in Forbes magazine’s list of innovative growth companies. According to the market capitalization value method, the brand is valued at $6 billion and generates revenue of $1.32 Billion.
Many awards and honors have been won by the brand, including Renewable Energy India Awards 2016, which selected Britannia as the Leading RE investor category, Best Brand Campaign (Britannia Tiger), Big Bang Awards 2013, and Big Bang Awards 2013.
Competitive Analysis – Britannia Marketing Strategy
The brand is well-known in India’s rural and urban markets.
The company is competitive in the market based on many factors, including a large market presence through a distribution system, extensive product assortments, and cost-efficiency per unit. There are also manufacturing facilities close to the markets and a quality workforce. Amul and Hindustan Unilever are some of their competitors.
Market Analysis – Marketing Strategy of Britannia
Britannia Company is a company that operates in the packaged food sector, including the bakery and dairy product sectors.
Britannia has a large share of bakery products, especially bread and biscuits.
The industry is driven by macroeconomic challenges, political stability, and infrastructure growth.
Customer Analysis – Britannia Marketing Strategy
Britannia customers are people of all ages who enjoy healthy snacks and delicacies every day.
Britannia has aggressively penetrated rural markets with its Small SKUs (stock-keeping units), and outlet coverage that doubled from 7.3 Lakhs directly to outlets in Mar.’14 to 15.5 Lakhs outlet Mar.’17.
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