Britannia Market Expansion-Success story.

Britannia Biscuits

Innovation are key for the success. It is more so, in confectionery items for it is hard to maintain the same curiosity levels for the brands particularly, among the youth. Bangalore based Britannia Industries Ltd., with a portfolio of 35 brands of biscuits known this truth.

    

"Fifty-Fifty": Britannia initially introduced this sweet and salt biscuit product to capture the Parle's "Krackjack" market share. 

Parle is another major largest biscuit manufacturer by volume. The major brands includes "Hide & Seek" and Parle-G. The parle has major market segmentation in Western parts of India. This area was captured by Britannia by launching the competitor brand "Fifty-Fifty".


The TV ad campaign were also strategically designed to capture the mind set of the "Krackjack" customers.The mind stimulating lines like "New Britannia Fifty-Fifty, Very Very tasty tasty"[Tin Tin D'Tin]. Britannia introduced "Fifty-Fifty" biscuit product in smaller packets to cater to the need of the rural consumers who are more likely to by the smaller products. So, the packs were sized and priced @ Rs4.75 per 75gms when it was initially launched. 

Britannia's Pride

With the launch of another new product "Tiger" Britannia made a significant shift in its own business arena. The new product "Tiger" was launched in red coloured packs to attract the eyes of the rural consumers as the rural consumers prefer this colour very much. The later variants under the same brand name were having different colours. But there market capturing capacity were lesser then that of the Red coloured packed Britannia Biscuits. The micro packs @  Rs2 per 15gms were pushed to market to expand the market to untapped areas and also to create new customers by making it affordable even to a BPL consumer also. This has resulted in further increase in Market share and also consumer preference. 


The new shift that the Britannia was initiated was to launch the products which are health / time-pass. That includes Britannia Cake, Britannia Premium Rusk, Britannia NutriRich Milk Energy Drink, Britannia Little Hearts[Puffed Pastry Biscuit]

Now its time for Britannia to look forward in Biscuit business. 


Sachin.P.M sachinpm.cabm@gmail.com