Success story of a FMCG brand

marketed in a developing

country

Presented by learning team 2: Ansuha Bhat Mohammad AladalhRita BatalhaTina LaiVictor Zhang

AGENDA

1 Introduction.

2 Re-birth of Britannia.

3 Branding Strategies.

4 The future of the Brand.

5 Conclusion

2nd most populous country with over 1.18b people

4th largest by purchasing power parity 7th country by geographical area 11th largest economy in the world by nominal

GDP $1.235 trillion

WHY BRITANNIA?

1 Largest companies in

bakery and dairy product India’s leader in biscuit

market 38% market share

Top 10 Most Trusted Brands

Growing and profitable• Growing 27% year, compared

to the industry's growth - 20%

• Between 98/01, the company's sales grew 16% against the market and profits reached 18%

MAIN BRANDS

MAIN BRANDS Biscuits

TiggerGlucose biscuit, with of wheat

and milkLargest brand in

Britannia's portfolio

14 variants

CookiesNutrition of wheat,

the richness of butter, milk, and

the smooth

flavour of elaichi

Good Day

Fastest growing

brands in Britannia's portfolio

and leader in

the cookies

category15

variants

50:50Family of crackers

and considere

d very tasty

Leader in its

category with more than 1/3

of market share

3 variants

MAIN BRANDS Dairy Portfolio

MilkMade from

fresh cows' milk,

new Britannia Milk with

the promise of

purity2

variants

RS

Dahi100% pure

and healthy.

Just good, well-set, and tasty

dahi3

variants

RS

ButterMade by churning

fresh cow's milk. Excellent spread-ability,

even after refrigerati

on

RS

GheeMade from cow's milk

with Vitamin A,

E and cancer fighting

anti-oxidants

4 variants

HISTORY AND EVOLUTION

RS RS RS

1892 1918 1945 1997

A biscuit company

was started in a small house in central Kolkata with an initial

investment of Rs 295 (aprox. £5)

C H Holmes,

an English businessman in Kolkata

was taken as a

partner and The Britannia Company

was launched

Biscuits were in

big demand during World War II, which gave a fillip to

the company’

s sales

New corporate identity –

"Eat Healthy,

Think Better“.Made its

first entry into the

dairy products market

RE-BIRTH OF

BRITANNIA

ProblemUnclear identityLocal competition

ChallengeDiversify portfolio

Distinct identity

RE-BIRTH OF

BRITANNIA

GROSS SALES

RS RS RS

£ 486million

BRAND BUILDING

RS RS RS

Eat Health

y, Think Better

DIFFERENTIATE PRODUCTS

CUSTOMERS

QUALITY STANDARDS

HEALTH AND

NUTRITION

BRANDS

DELIGHT AND

LIFESLTYLE BRANDS

INNOVATION

CULTURE &

NEEDS

TRUST &

LOYALTY

PHILOSOPHY OF

BRITANNIA

COMMUNITY

ACCESSIBILITY AND

AFFORDABILITY

THE BRITANNIA NUTRITION

FOUNDATION

CONSUMER QUALITY INDEX

DIFFERENTIATE PRODUCTS Range of low-fat and sugar free products

Fortified with vitamins and nutrients Removed trans fat from biscuits

Spread cheer, happiness, and free spirit

Laugher and happiness are infectious

Versatile and provides an exciting taste

DELIGHT AND

LIFESLTYLE

BRANDS

HEALTH AND

NUTRITION

BRANDS

DELIGHT AND

LIFESLTYLE

BRANDS

Investment in R&D, advertisement & sales promotion

Strong orientation and ability to innovate and extend its brands and products

INNOVATION

QUALITY STANDARDS

“Delivering consistent quality products to consumers, every time, all the time”

Strive and deliver quality standards Food safety certifications Quality audits New product quality tracking

DELIGHT AND

LIFESLTYLE

BRANDS

PHILOSOPHY OF

BRITANNIA

Consumer Quality Index• Covers the entire Britannia’s portfolio• Consistent improvement over the

months• Results: significant reduction in

consumer complaints and spontaneous and positive feedback from delighted consumers

CONSUMER QUALITY INDEX

CUSTOMERS

1/3 of the Indian population is vegetarian. Increase its vegetarian product portfolio by

15-20%.

DELIGHT AND

LIFESLTYLE

BRANDS

CULTURE &

NEEDS

Consumer quality index and product differentiation

Customers are loyal to the brand and rarely shift to another

Loyalty is more based on test and flavours and then goes to quality and reliability of the brand

TRUST &

LOYALTY

CONSUMER QUALITY INDEX

CUSTOMERS.

Introduced a number of new packs and prices to target new consumption opportunities ‘out-of- home’ Eg. Launch small stores next to bus stops and railways, with small sizes “buy-and-go”. Reaches more than 300 million homes and available in more than 3 million stores in India Affordable prices Eg. Britannia was the first company to price Rs5 (£0,07) for a pack of 10 elaichi cookies

DELIGHT AND

LIFESLTYLE

BRANDS

ACCESSIBILITY AND

AFFORDABILITY

COMMUNITY

DELIGHT AND

LIFESLTYLE

BRANDS

What it is? A non-profit institution, dedicated to activities and programs delivery quality, affordable and accessible food to children who suffers malnutrition

Why they are concerned:

• Iron Deficiency or Anemia affects 70% of the Indian population

• 2.1 million Indian children die before reaching the age of 5 every year (4 every minute) due to malnutrition.

.

DELIGHT AND

LIFESLTYLE

BRANDS

BRITANNIA NUTRITION

FOUNDATION

COMMUNITY

How they operate:

BRITANNIA NUTRITION

FOUNDATION

Britannia with Naandi and Gain supply fortified Tiger biscuits (rich in Iron) to supplement the Mid-Day Meal program in schools

Based on the experience Britannia created a new offering for all children Tiger Banana

LINE EXTENSION

RS RS RS

Flavours“promises to

bring more fun and more energy

to children”

LINE EXTENSION

RS RS RS

Functional “Different biscuits for different

moments and moods”

LINE EXTENSION

RS RS RS

Packaging“Different sizes

and shapes”

BRAND EXTENSION

RS RS RS

Origin Category: BiscuitsChallenge:Food and beverage companyStrategy: Co-operation - Fonterra company Dairy Products:10 products10% to Britannia's revenueThe portfolio grew by 30% in 01/02

RE-BRANDING Before Re-branding:

Old brand: .

“Is just cream biscuits”Low cost productDull packaging

New brand:.

Premium identityLuxury

Mood of greedHigh brand value

After Re-branding:

RE-BRANDING Results:• Boost the distribution - Pure Magic was initially

launched in Delhi and Bangalore and is now expanding its distribution to other cities in India

• Is driving the growth in the chocolate biscuit category by growing at 73%

• Consumers appeared to like the “new product”

BRAND EQUITY

Availability

Tasty

Childhood

Long time

Tea Time

Healthy

Afordable

All generations Reliability

Quality

Brand Awareness:•Consumers can easily recall: brand logo, product name advertisement• When customer want to buy biscuits, the first brand that come to their mind is the Britannia. Brand Image:•Britannia‘ brand is synonymous of trust, quality and a wide portfolio of products

THE FUTURE OF THE BRAND

What is Britannia's CEO saying for the future?.

•Keep looking at categories that gel with the principles of enjoyable and healthy food•Focus its efforts on consumer education

But in what ways...•Get into newer products and newer categories •Participate in as many consumption moments as possible• Delivery messages on product labels and through media

CEO -Vinita Bali

BUT WE BELIEVE THE FUTURE IS...

Tina

Focus on customer • Maintain excellence in

understanding customer needs

Differentiate Products• Diversify for other categories.• Eg. chocolate, cereals, baby-food

Quality Standards• Improve the quality of the

biscuits to compete and expand in the global market

Community Involvement• Use the brand to raise awareness about

ecological issues, eg. Recycling• Maintain the involvement with

malnutrition issue of India’s children

Anusha

Rita

Mohammad

Victor

THE BRAND VALUE MONITOR

Customer Experienc

e

Community

Involvement

Quality Standards

Differentiate

Products

Current PositionFuture Position

CONCLUSIONS

Britannia believes that its brands are its business

Adequate investment in brands and focus on customers, quality standards and differentiate products were the key factors

Strong orientation to brand/line extensions and innovation contribute to enhance the corporate brand

Catered to the emerging needs of customers helped boost brand loyalty

Distinctive and clear identity allowed Britannia to diversify into new categories

Thank You. Let’s discuss!