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International Research Journal of Modernization in Engineering Technology and Science

( Peer-Reviewed, Open Access, Fully Refereed International Journal )
Volume:06/Issue:04/April-2024 Impact Factor- 7.868 www.irjmets.com
MARKETING STRATEGIES OF BRITTANIA INDUSTRY SPECIALLY

FOR BISCUITS
Sanjay Anand*1, Prof. Dr. Sumit Koul*2
*1,2School Of Business Galgotias University, India.
ABSTRACT
Our Most Important Focus on All Portfolios is Healthy, Fresh and Delicious Food Brand. Britannia is on the top
list of trusted, valuable and popular products in various Tests conducted by reputable organizations such as
Mill ward Brown, IMRB, WPP Group and Haves Media Group to name a few. Britannia focus on tastes and
preferences. relentless focus on quality and youth has earned us top honors including the. Golden Peacock
National Quality Award and the Ramakrishna Bajaj National Quality Award. Britannia biscuits are very popular
among other biscuits brands. However, the prize we most value is the one given to our customers. Britannia.
Regarded as one of the most trusted, valuable and popular products among Indian consumers in various
prestigious polls. Britannia believes that ‘Taste & Trust’ is its foundation and will always strive to Make the
Millions of Indians reach a happy and healthy Britannia product several Times a day. Britannia is the one of the
leading company among FMCG. Britannia biscuit is very popular product among all the Britannia product.
I. INTRODUCTION
Britannia company is one of the leading companies among all other FMCG company. Its biscuits products are
very popular products among all other biscuits. Britannia Industries Ltd. Was started way back in 192 with an
investment of Rs. 295. Initially, biscuits were manufactured in an exceedingly small house in central Kolkata.
Later, the business was acquired by the Gupta brothers and operated under the name of V.S. Brothers. In 1918,
C H Holmes, an English businessman in Kolkata was taken as a partner and also the Britannia Biscuit Company
Limited (BBC) was launched. The Mumbai factory was setup in 1924 and Peak Freegans, UK acquired a stake in
BBC. Biscuits were in big demand during warfare II, which gave a fillip to the company’s sales. The corporate
name was changed to this Britannia Industries Limited in 1979. In 1982 Nabisco Brands Inc., USA became a
serious foreign shareholder. Over the years, Britannia has reduced its broad-based product portfolio and
focused on value addition instead of low-cost products. The company has identified a range of business
interests unrelated to the production of soybeans, edible oil, exports of coconuts and shrimp, granite and
software. The company has measured its product portfolio by reducing its products from 35 to 25. In 1997, the
corporate unveiled its new corporate identity – “Eat Healthy, Think Better” – and made its first encroach upon
the dairy products market. In 1999, the “Britannia Khao, tourney Joan” promotion further one among India’s
best-known brands and also one in all the foremost admired Food Brands within the country. Britannia
Industries (BIL), is one among the leading producer of biscuits and other bakery products. BIL, contains a major
advantage of the interest taken by the French collaborator – Grouped Danone which is one in all the leading
players in bakery products business and is holding 22% stake. Other partner is Nulls Wadia group which is one
amongst the leading industrial houses within the country. Britannia Industries Limited is an Indian company
based in Kolkata that’s famous for its Britannia and Tiger brands of biscuit, which are highly recognized
throughout the country. The company has an intensive portfolio of top selling food brands. Britannia produces
and distributes premium brands like 50:50, Good Day, Little Hearts, Milk Bikes, strong brand portfolio
facilitates customer recall. The company has an intensive portfolio of top selling food brands. Britannia
produces and distributes premium brands like 50:50, Good Day, Little Hearts, Milk Bikes, strong brand
portfolio facilitates customer recall and enhances Britannia’s market penetration. It pays close attention to the
premium component. With the introduction of the Tiger type, it has entered deep in the lower tier, facing
directly Parle who is leading in this category. The company also diversified between dairy and bakery products
to enter the markets for butter, cheese and ghee. The company has identified a range of business interests
unrelated to the production of soybeans, edible oil, exports of coconuts.
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II. RESEARCH METHODOLOGY
It is the research tool, techniques, method of research. The research approach is considered the backbone of
the project. Without a well-planned research program, it is impossible to complete a project and reach any
conclusion. This activity is based on the survey process. The main aim of the study was to gather relevant data,
which served as a basis for conclusions and to obtain results. Therefore, a research approach is a way to solve a
research problem in a systematic way. The research approach not only addresses the methods but also
addresses the processes used in the research context and explains why a particular method was used in the
selection of alternatives.
OBJECTIVES
 Awareness of competitors status.
 Observing company’s performance
 Analyzing a company's business level strategy.
 Analyzing a company's financial performance.
 Knowledge of the company's professional opinion.
 Analyzing a company's strengths and weaknesses.
 Awareness of the company's key employees.
 Analyzing effective strategy.
 Observing company’s product.
SCOPE OF THE STUDY
The scope of the project is to analyze Britannia’s marketing strategies and specially for biscuit and other
product and to understand the market share and growth of the coca cola company in India and abroad. We can
understand the competitors and the product offered by Britannia. The strengths and weaknesses of the British
company are demonstrated in this project. The goal and values Britannia, wants to achieve in the coming, years
can be easily analyzed by this project. The project also focuses on goals such as marketing mix.
SAMPLE SIZE
Sample size refers to the number of participants or observations included in a study.
We take the total simple size of 100. 100 is suitable sample size.
PRIMARY DATA
Primary data is the data which is collected itself for the research study. Key data sources were collected f
through a relevant and common questionnaire and and by Personal observation. We asked number of
questions to customer of BRITANNIA and they write their review in the questionnaire. It is the accurate data.
SECONDARY DATA
It is the data which is collected from the secondary Sources. Secondary data is important, in many
organizational studies. It is already collected from the others. The second data refers to the information
collected by anyone other than the conducting researcher. current study. Such information may be, within or
outside the organization and may be accessed through the Internet or through the reading of recorded or
published information. There are several sources of secondary data, including the first books and manuscripts,
the Govt. publication of economic indicators, census data, Statistical summaries, and media data bases, annual
company reports, etc. Complex Studies, and other archival records, secondary data sources provide extensive
Research and problem-solving information. The second data in this study was collected in different ways,
company profile, websites and Various book studies.
III. DATA ANALYSIS AND INTERPRETATION
To conduct a data analysis and interpretation of the comparative analysis of Marketing strategy in Brittania
Industry, you would typically follow these steps:
Data Preparation:
Organize and clean the collected data, ensuring accuracy and consistency.

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Prepare the data for analysis by entering it into appropriate software for statistical analysis.
Quantitative Analysis:
Utilize statistical techniques to analyze quantitative data collected through surveys. This may include: Conduct
hypothesis tests to compare marketing strategy between Brittania industry and industry benchmarks or to
identify significant differences among different groups within the organization.
Some data analyses are
1. WHAT IS YOUR AGE GROUP?
Interpretation: The above pie chart represent that the major consumers are aged between 0- 30 years.
2. WHAT IS YOUR OCCUPATION
Interpretation: The above bar graph depicts that students are the major customers.
3. HOW DO YOU USE BRITANNIA PRODUCTS?
Interpretation: The above information shows that Britannia’s products are used by customers on a regular
basis.

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3. IF NOT BRITANNIA WHICH COMPANY’S PRODUCTS YOU LIKE THE MOST?
Interpretation: The above figure shows that main competitor of Britannia is Parle.
5. WHICH BRITANNIA PRODUCTS DO YOU PREFER THE MOST?
Interpretation: The above pie chart shows that the biscuits are the main products used by the customers
among all other products offered by Britannia.
6. HOW DO YOU KNOW ABOUT THE BRITANNIA PRODUCTS?
Interpretation: The above diagram shows that the main mode of advertisement is T.V. Majority of the
respondents know about the products through television.

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7. WHAT DO YOU THINK ABOUT THE PRICE CHARGED BY BRITANNIA?
Interpretation: The above figure shows that the majority of the respondents feel that the products are
affordable priced.
8. ARE YOU SATISFIED WITH THE RANGE OF THE PRODUCTS LAUNCHED BYBRITANNIA?
Interpretation: The above figure represent that the respondents were satisfied with the range of products
offered byBritannia.
9. WHICH THINGS ATTRACTS YOU THE MOST IN BRITANNIA PRODUCTS?
Interpretation: The above pie chart shows that the respondents chose Britannia for itstaste and quality.

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10. WHERE DO YOU BUY BRITANNIA PRODUCTS FROM?
Interpretation: The above graph shows that Majority of the consumers buy the products from organized retail
store.
IV. RESULT AND DISCUSSION
Brand Recognition and Loyalty: Britannia has successfully built strong brand recognition and consumer loyalty
over the years, particularly with flagship biscuit brands like Good Day, Tiger, and Marie Gold. Product
Diversification: The company has effectively diversified its biscuit product portfolio to cater to different
consumer preferences and occasions, offering a wide range of flavors, textures, and packaging sizes. Market
Penetration Strategies: Britannia has employed aggressive marketing and distribution strategies to penetrate
both urban and rural markets, leveraging its extensive distribution network and targeted promotional
campaigns. Innovation and New Product Development: Britannia has demonstrated a commitment to
innovation in product development, introducing new flavors, formulations, and packaging formats to meet
evolving consumer demands. Digital Marketing Initiatives: The company has embraced digital marketing
channels to engage with consumers and drive brand awareness, leveraging social media platforms, influencer
partnerships, and targeted online advertising. Health and Wellness Focus: With increasing consumer demand
for healthier snack options, Britannia has made efforts to reformulate certain biscuit products with healthier
ingredients, as well as introducing new lines of "better-for-you" biscuits to cater to health-conscious
consumers. Partnerships and Collaborations: Britannia has explored partnerships and collaborations with
other brands, retailers, and organizations to expand its reach, tap into new consumer segments, and enhance
brand visibility. Sustainability Initiatives: The company has implemented sustainability initiatives across its
supply chain and operations, including efforts to reduce environmental impact, enhance product recyclability,
and support local communities, which may resonate positively with environmentally conscious consumers.
Major sales of Britannia are due to its biscuits among all other products. Then should focus on building a fair
market share with some of its products. Britannia should try to make certain products that appeal to middle age
groups such as 30-40 age group .Consumers are aware of food in India so Britannia should introduce more
sugar-free products to attract more consumers. The marketing team should try to increase the availability of
Britannia in rural areas. The company should develop a strategy to introduce local cakes. As customer
expectations the company should take feedback from customers and it will increase customer loyalty in this
product. Company representatives should visit vendors and should form a long-term relationship with the
seller as well as customers so that they can push the product.
V. CONCLUSION
In conclusion, Britannia Industries' marketing strategy for biscuits encompasses a multifaceted approach aimed
at achieving market leadership, brand differentiation, and sustained growth in the highly competitive FMCG
sector. Through a combination of innovative product offerings, extensive distribution networks, effective

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branding and communication, and customer-centric initiatives, Britannia has successfully established itself as
one of India's leading biscuit manufacturers.
Britannia's focus on product innovation and portfolio diversification has enabled the company to cater to a
wide range of consumer preferences and dietary needs, thereby enhancing its market reach and relevance.
From traditional biscuits to health-focused and premium offerings, Britannia's product portfolio reflects a deep
understanding of evolving consumer trends and preferences. Furthermore, Britannia's robust distribution
network, encompassing both urban and rural markets, ensures wide availability and accessibility of its
products across India. By leveraging a mix of traditional and modern distribution channels, including retail
outlets, supermarkets, e-commerce platforms, and direct-to-consumer initiatives, Britannia maximizes its
market penetration and customer engagement. Effective branding and communication strategies play a pivotal
role in Britannia's marketing strategy, helping to build strong brand equity, enhance consumer loyalty, and
drive brand preference. Through impactful advertising campaigns, celebrity endorsements, and engaging
digital marketing initiatives, Britannia effectively communicates its brand values, product benefits, and unique
selling propositions to consumers, thereby fostering brand recall and differentiation in the marketplace.
Moreover, Britannia's customer-centric approach is evident in its focus on quality, affordability, and customer
satisfaction. By consistently delivering high-quality products at competitive prices, Britannia maintains
consumer trust and loyalty, driving repeat purchases and brand advocacy. Looking ahead, Britannia Industries
is well-positioned to capitalize on emerging opportunities in the biscuit market, including rising consumer
demand for healthy and nutritious snacks, increasing urbanization, and growing digital adoption. By continuing
to innovate, expand its distribution reach, strengthen its brand presence, and prioritize customer satisfaction,
Britannia is poised to sustain its leadership position and drive future growth in India's dynamic FMCG
landscape.
VI. REFERENCES
[1] Kotler Philip, Marketing Management, 13th edition, 2009, Pearson Education
[2] Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing .
[3] Chhabra, T.N, Marketing Management, 5th edition, 2009,
[4] http://www.britannia.co.in/companyoverview_overview.htm
[5] https://www.scribd.com
[6] http://www.britannia.co.in/investerzone_bonus_financial.htm
[7] https://cannibals.digital
[8] https://startuptalky.com
[9] http://www.britannia.co.in/overseas.htm
[10] http://www.britannia.co.in/overview.htm
[11] http://www.mbaskool.com
[12] https://www.indiainfoline.com
[13] https://iide.com

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e-ISSN: 2582-5208

International Research Journal of Modernization in Engineering Technology and Science

MARKETING STRATEGIES OF BRITTANIA INDUSTRY SPECIALLY

www.irjmets.com @International Research Journal of Modernization in Engineering, Technology and Science

www.irjmets.com @International Research Journal of Modernization in Engineering, Technology and Science

www.irjmets.com @International Research Journal of Modernization in Engineering, Technology and Science

www.irjmets.com @International Research Journal of Modernization in Engineering, Technology and Science

www.irjmets.com @International Research Journal of Modernization in Engineering, Technology and Science

www.irjmets.com @International Research Journal of Modernization in Engineering, Technology and Science

www.irjmets.com @International Research Journal of Modernization in Engineering, Technology and Science

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