Britania Marketing Strategy | Pricing Strategy & Campaigns

Ria Puneyani Ria Puneyani
Nov 1, 2021 7 min read
Britania Marketing Strategy | Pricing Strategy & Campaigns

Britannia Industries Limited is an Indian food firm formed in Kolkata in 1892 with a small investment of Rs. 295 and is now headquartered in Mumbai. The firm is most known for its many brands of biscuits, but it also sells a wide range of packaged foods, dairy products, and bread to suit a variety of lifestyles.

It produces everyday food products such as Marie Gold, NutriChoice, Milk Bikis, Good Day, and tiger and is one of India's most trusted brands. Not only in metropolitan areas but also in rural areas, these brands have become household names.

It spends some of the country's most prominent digital marketing expenses to maintain its significant presence in the Indian market.

Britannia has a market capitalisation of Rs. 12,400 crores; its dairy business generates about 6% of total revenue and has a distribution network of 100,000+ outlets; and its bread vertical is the largest in the organised bread market, with an annual income of Rs 450 crores.

Let's take a look at Britannia's marketing strategy right now.

Britannia's Marketing Strategy
Britannia's Product Strategy
Britannia's Pricing Strategy
Britannia's Advertising Strategy
Britannia's Segmentation Targeting and Positioning
Britannia's Major Marketing Campaigns
Britannia's Covid19 Marketing Strategies
Conclusion
FAQs

Story about how Britannia became successful?

Britannia's Marketing Strategy

Britannia Logo
Britannia Logo

Britannia has primarily concentrated on the creation of new products and the promotion of nutrition and wellness. Taste, food, and life experiences are increasingly closely linked in Britannia's marketing and social media efforts. Britannia has also used celebrities to promote its different marketing campaigns. In the baking, biscuits, and dairy industries, it has effectively occupied a significant market share. The brand has been relying only on traditional celebrity marketing, ignoring the power of Influencer Campaigning, which may significantly influence social media networks.

The corporation competes in the market based on an extensive distribution network, cost-effectiveness per unit, production facilities close to markets, new goods, skilled personnel, and a wide range of products.

Britannia's Product Strategy

Britannia produces a wide range of biscuits and dairy items. Britannia's product strategy comprises mostly cakes, dairy, biscuits, bread, and rusk in its marketing mix.

Britannia Marie Gold, Britannia Nutrichoice, Britannia Little Hearts, Britannia Pure Magic, and more famous brands are among them. The most well-known product is Britannia Tiger biscuits. Tiger cookies are also sold in countries such as Australia, Malaysia, and Indonesia. Thanks to cooperative agreements with dairy firms, Britannia can now make and sell butter, ghee, curd, and cheese. Its products are primarily aimed towards India's middle class, which makes up most of the population.


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Britannia's Pricing Strategy

Food production is a highly competitive sector. Competition is at the heart of Britannia's marketing mix price strategy.

Also, because the significant sector is price-sensitive middle-class individuals, Britannia is forced to compete on price. Britannia strives to bundle its products, which lowers the cost of its products. This is notably evident in their items made for family packs. Their price discrimination method allows businesses to make more money from customers who are prepared to pay more for healthier products and perks. Britannia's prices are comparable to those of its competitors, mainly Parle's, and they are practically identical.


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Britannia's Advertising Strategy

Britannia employs various strategies in its promotional marketing mix, including television commercials, print advertisements, and billboards. Britannia has negotiated deals with celebrities to market its brand. However, the deals have varied depending on the product. The sports industry accounts for a more significant portion of its promotional operations. Cricket bats with the Britannia emblem, which international players approve, are an essential advertising tool. Britannia also markets its product as "vital for excellent health," which appeals to consumers who are more concerned about the nutritional content of what they eat.


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Britannia's Segmentation Targeting and Positioning

Britannia Tiger Biscuit
Britannia Tiger Biscuit

Segmentation

Segmentation aids in comprehending the many types of clients present in the community and the characteristics linked with each category.

Kids, Matured, and Youth are the three groups of demographic segmentation. There are Treat fruit rolls and Tiger biscuits in the Kids category, while in the Matured category, there are Good Day and Cream Cracker. Youth biscuits include Little Hearts and Cream Biscuits.

Targeting

Following segmentation, targeting is how the organisation chooses which consumer categories it wants to serve.

Britannia has spent the last 100 years focusing on the next generation of children and the elderly through a variety of goods. The Britannia Tiger is low-cost and aimed at low-income individuals, whilst the Britannia Marie Gold is aimed at families. Treat fruit rolls are intended for use by youngsters on rare occasions.

Positioning

Positioning is the final phase of the process. After determining the client it wants to target, the corporation selects what sort of messaging or attitude to take while selling the product.

Britannia has persuaded moms to buy Tiger biscuits for their children, Little hearts as a snack for teenagers, and Good Day as a daily cookie that brings joy to everyone's life.


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Britannia's Major Marketing Campaigns

Bourbon Campaign

The business has launched a new ad for Bourbon, one of its most popular products.

The brand concentrated on friendship in this campaign. It related it to people whose lives revolve around their friends, creating a movement centred around completing joyful moments with closest friends.

Britannia Bourbon Campaign

Britannia world cup Campaign

Cricket fever has long been prevalent in India. As a result, Britannia saw this cultural connection as a vast potential and developed the "Britannia Khao world cup jar" campaign. This promotion combines two of India's most powerful industries: food and cricket. Whoever bought a Britannia product with the Britannia Khao World Cup Jao promo SMS the promo code and the consumer would get a guaranteed reward for every 100 runs in the World Cup.

Britannia Ad Campaign

Britannia Good Day Campaign

The brand conducted a campaign with Bollywood actress Deepika Padukone. She advised people to focus on the objective and pursue the genuine deal, with the tagline "Khushiyon ki zidd Karo" being the simple translation. In plain English, this message stated that every day would be a good day if one stays happy and pursues happiness.

Britannia's Covid19 Marketing Strategies

Britannia made the wise decision to utilise the 80-20 strategy during the covid epidemic. Twenty per cent of the brands and SKUs, which account for 80% of Britannia's income, have been placed on the priority list.

Nutri choice, Milk Bikis, Good Day and cream variations, and Marie Gold were all on the shortlist for the world's largest premium biscuit manufacturer.

According to the figures, Britannia reported sales of 3,384 crores in the April-June quarter, up 26% from a year before. Operating profit increased by 91% to 669 crores, while profit after tax increased by 118 per cent to 546 crores.

Conclusion

By offering a trust basis and high-quality products, Brittania has effectively created and generated trust among consumers. Brittania's marketing approach is focused on the product, with the firm emphasising flavour and nutrition.

To attract more customers, Britannia's marketing approach must adapt to the current market trends.

FAQs

How many Britannia plants are there in India?

There are 13 Britannia factories/plants in India.

Who is the owner of Britannia Industries?

Wadia group is the parent organization of Britannia Industry.

What are Britannia Industries products?

Britannia is one of the oldest existing food processing brand in India. Some of its products include:

  • Biscuits
  • Bread
  • Cakes
  • Rusk
  • Dairy products- Cheese, Beverages, Milk and Yoghurt

How does Britannia generates revenue?

Britannia generates revenue from its two business segment that include:

  • Bakery Products
  • Dairy Products

It makes 90-95% of its revenue from the biscuits and bakery segment. Dairy products generates 5- 10 % of its total revenue.

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