Britannia

Chai time or breakfast, the biscuit tradition of Indian snack routine will never be obsolete. This was aptly identified and exploited by Britannia which only led to us devouring our Good days, Little hearts and the chocolate lover’s Bourbon. So what made the robust marketing of the brand, let’s have a look ?

• The Company was incorporated on 21st March,1918 as a public limited company under the Indian Companies Act.

• The Company obtained a priority of Certificate and imported new machinery, thereby becoming the first biscuit company in India to install and run a gas oven plant.

• BIL has a widespread retail distribution network that services 400,000 retail outlets in 2,200 towns with the help of 2,500 distributors.

• For distribution, Britannia follows the FMCG channel of distribution wherein it appoints distributors at selected locations. These distributors are then responsible for handling dealers and retail showrooms.

• Britannia, in order to differentiate its products, changed the packaging of almost all its biscuits. It improved the quality and made the packaging more colourful and attractive. It also started selling its premium range in light weight boxes.

• The company uses most of the usual methods of advertising, including billboards, magazines, tv ads and point of purchase advertising.

• To stay above all other brands in the market, Britannia adopts a competitive pricing strategy. Thus, they are able to face the competition and grow themselves.

• Eat Healthy, Think Better! – This tag line has changed the face of Britannia completely. This logo captures the core essence of Britannia-healthy, nutritious, optimistic-and combines it with a delightful product range to offer variety and choice to customers.

Source: www.marketing91.com