Britannia Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: February 20, 2017
Marketing Strategy of Britannia analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Britannia marketing mix, help the brand succeed.
Britannia marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Britannia Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Britannia Product Strategy:
The product strategy and mix in Britannia marketing strategy can be explained as follows:
Britannia manufactures wide variety of biscuits and dairy products. Britannia’s product strategy in its marketing mix width primarily consists of biscuits, bread, dairy, cakes and rusk. The product line depth is highest for biscuits consisting of several products, followed by cakes and breads. Britannia manufactures biscuits for various segments of consumers, types include sugar free biscuits, cream biscuits and jam biscuits. Some of its popular brands are Britannia Nutrichoice, Britannia Marie Gold, Britannia Pure Magic, Britannia Little Hearts etc. Britannia Tiger biscuits is the most famous of all products. Tiger biscuits also cater to the international markets like Australia, Malaysia and Indonesia. With their joint ventures with dairy companies, Britannia are now able to manufacture and sell cheese, dahi, ghee and butter. Its products are primarily intended for middle class people India, which forms the bulk of the population.
Image: company website
Britannia Price/Pricing Strategy:
Below is the pricing strategy in Britannia marketing strategy:
Britannia is one of the leading food brands in India.
The food manufacturing industry is very competitive. The base of Britannia’s marketing mix pricing strategy is competition. Also the primary segment for being middle class people, who are highly price sensitive, forces Britannia to play price war with its competitors. Britannia tries to bundle its products, which in turn reduces the price of their products, specially this can be seen in their products which are designed for the family packs. Their strategy of discrimination of prices help them earn larger profits from consumers who are willing to pay for healthier products and greater benefits. The price of Britannia products is very much comparable with its competitors, especially with that of Parle products, and they are almost the same.
Following is the distribution strategy in the Britannia marketing mix:
Britannia distributes its products primarily via retail chain. The online segment, which contributes to less purchases, has been possible by having tie ups with large ecommerce organizations. Britannia products can be purchased from online portals. With extensive and strong distribution network Britannia products, can be found in all large and small urban areas across India. But the rural distribution network is not as good as that of the urban market. As a large FMCG player in India, Britannia primarily depends on distributors who then decide on dealers and retailers for distribution.
Britannia has made deals with large retailers like spencers, big bazaar which hosts large quantity of Britannia products and provides better display location.
Britannia Promotion & Advertising Strategy:
The promotional and advertising strategy in the Britannia marketing strategy is as follows:
Since the brand, Britannia is present for more than 100 years, perception about Britannia is always good and enjoys high brand recall among consumers, this tends to be a great advantage for Britannia. Advertisements for Television, print media and billboards are few of the many techniques used by Britannia in their promotional marketing mix. Britannia has signed agreements with famous personalities to promote their brand, but this has been different for different products. A bigger part of their promotional activities is done in the sports sector. Britannia logo tagged cricket bats endorsed by international players plays an important promotional activity. Britannia also promotes their product as “essential for good health”, this captures the mind of consumers as nowadays people tend to be more conscious about the nutrient value of what they consume. Hence, this concludes the Britannia marketing mix.
About Britannia Industries:
Britannia Industries Limited is a food manufacturing company in India, headquartered at Kolkata. It was launched in 1892, primarily for the officers during British Raj to provide them with quality tea time biscuits. Over the years, Britannia has changed hands from one group to another. In the year 1995, it had been acquired by the Wadia group; which is one of the oldest conglomerate in India. It has been under the Wadia group since then. In 2001 it went on with a joint venture with New Zealand Dairy, and thus extended its portfolio of products in the dairy segment.
Britannia gained huge revenues lately and total sales has been ₹7869 crores and has a total market share of 33% (approx.) currently. Headed by industrialist Nusli Wadia, Britannia is a giant in the ever-increasing food industry in India.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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