Hari Marketing

Hari Marketing

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  Module Name: Marketing ModuleNumber: MBA 7003 STUDENT ID:ST20090118 NAME: Harikrishnan B Menon
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  AGENDA • Introduction • Segmentation,Targeting & Positioning • SWOT Analysis • Porter’s 5 Forces • Competitors • Marketing Mix • Introduction • Segmentation, Targeting & Positioning • SWOT Analysis • Porter’s 5 Forces • Competitive Strategy • Marketing Mix • Conclusion • Bibliography AGENDA
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  INTRODUCTION • India isthe second largest manufacturer of biscuits • ‘’Sick Man’s Diet’’ • 10% of FMCG market • 4500 cr growing rate of 12-14% • growth around 15-17% (Business.mapsofindia.com ,2015) • World War II • One of the favourite brands in India • BBC re-registered Britannia Industries Limited(BIL) (Chengappa 2015)
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  Products Marie GoldGood Day MilkBikis bourbon `50-50
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  Segmentation Demographic Behavioural Psychographic
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  Targeting • Britannia Tiger-LowPrice & Low Income Group • Britannia 50-50-Tea Snack & Kids • Britannia Marie Gold-Biscuit & Family Size. • Britannia Good Day- All Income Group • Treat Fruit Rollz-Children, during celebration & Occasion time
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  Positioning Good day Premium segment Children and teenagers Healthyfood Meal or a snack
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  s ow T •Fastest growing FMCG Company • Top 10 brands across the country • Second most trusted food brand in 2010- 2011 • Seventh most trusted brand in all categories 2008 • Tiger Pops , Pepper Chakkar (Britannia.co.in, 2015). • High level of investment • Loss in sales 3rd consecutive quarter(200 5-06) • Premium segment • Britannia means Biscuits • ‘’Sick Man’s Diet’’ (Shashidhar, 2014) • Focussing on health free products • Standard of Living has improved • Higher disposable income • The rural sector consumes 55 % • Employment opportunity increases • Economy of India grows • Focussing on health free products • Standard of Living has improved • Higher disposable income • The rural sector consumes 55 % • Employment opportunity increases (Ahmad,2013)
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  Other companies Competitor
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  Price Place Promotion Product
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  Britannia, 45 Parle, 35 ITC,10 Others, 10 Market share Britannia Parle ITC Others (Profit.ndtv.com,2015)
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  References • Ahmad, Maryam.Marketing Case Studies And Swot Analysis. Saarbrücken: LAP LAMBERT Academic Publishing, 2013. Print. • Articles.economictimes.indiatimes.com,. 'Articles About Britannia - Timesofindia-Economictimes'. N.p., 2015. Web. 27 Aug. 2015. • Britannia.co.in, (2015). Milestones | Britannia Industries Limited - Official Website. [online] Available at: http://britannia.co.in/milestones/ [Accessed 31 Aug. 2015]. • Britannia.co.in, (2015). Awards & Recognition | Britannia Industries Limited - Official Website. [online] Available at: http://britannia.co.in/about-us/awards [Accessed 31 Aug. 2015]. • Britannia.co.in, (2015). Britannia Industries Limited - Official Website. [online] Available at: http://britannia.co.in/ [Accessed 31 Aug. 2015]. • Britannia.co.in, (2015). Britannia Good Day Choco Chunkies Cookie - Official Website. [online] Available at: http://britannia.co.in/products/good-day/choco-chunkies [Accessed 31 Aug. 2015]. • Britannia.co.in, (2015). Britannia NutriChoice Heavens Cookie - Official Website. [online] Available at: http://britannia.co.in/products/nutri- choice/heavens [Accessed 31 Aug. 2015]. • Britannia.co.in, (2015). Company Overview | Britannia Industries Limited - Official Website. [online] Available at: http://britannia.co.in/about- us/overview [Accessed 31 Aug. 2015]. • Business.mapsofindia.com,. 'Indian Biscuits Industry'. N.p., 2015. Web. 27 Aug. 2015. • Chengappa, Sangeetha. 'Britannia Noses Ahead Of Market Leader Parle'. The Hindu Business Line. N.p., 2015. Web. 27 Aug. 2015. • Dalal, Mihir. 'Varun Berry Charts His Strategy For Britannia'. http://www.livemint.com/. N.p., 2015. Web. 27 Aug. 2015. • Dalal, M. (2015). Britannia plans to boost global sales, set to launch new products. [online] http://www.livemint.com/. Available at: http://www.livemint.com/Companies/7cmbdqXKd1lABwws7t724L/Britannia-plans-to-boost-global-sales-set-to-launch-new- pro.html?utm_source=copy [Accessed 31 Aug. 2015].
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  • Equitybulls.com, (2015).Britannia Industries Ltd appoints company secretary - EquityBulls.com. [online] Available at: http://www.equitybulls.com/admin/news2006/news_det.asp?id=154876 [Accessed 31 Aug. 2015]. • FELICIA, S. 2014, "THE MARKETING MIX OPTIMIZATION", Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie, vol. 1, no. 1, pp. 253- 257 • Forbesindia.com,. 'Forbes India Magazine - Britannia Industries: The Taste Of Success'. N.p., 2015. Web. 27 Aug. 2015. • Grant, Robert M. Contemporary Strategy Analysis. Hoboken, N.J.: Wiley, 2012. Print. • Ihealthu.com, (2015). Health Magazine | Good Health - iHealthU. [online] Available at: http://www.ihealthu.com/ [Accessed 31 Aug. 2015]. • Ihealthu.com, (2015). Get some balance on your plate- Health Magazine - iHealthU. [online] Available at: http://www.ihealthu.com/magazine- details/get-some-balance-on-your-plate [Accessed 31 Aug. 2015]. • Ihealthu.com, (2015). A moving message from your body- Health Magazine - iHealthU. [online] Available at: http://www.ihealthu.com/magazine- details/a-moving-message-from-your-body [Accessed 31 Aug. 2015]. • Jin, Namhee, Jaesu Kim, and Kyung Hoon Kim. 'THE SERVICE MARKETING MIX EFFECT ON CUSTOMER EXPERIENCE AND CUSTOMER EQUITY IN THE SERVICE INDUSTRY'. GFMC 5.9 (2015): 838-844. Web • Kotler, Philip, and Gary Armstrong. Principles Of Marketing. Upper Saddle River, N.J.: Pearson Prentice Hall, 2006. Print. • Marketing91.com,. 'Marketing Mix Of Britannia - Britannia Marketing Mix'. N.p., 2014. Web. 27 Aug. 2015. • Profit.ndtv.com, (2015). Britannia Industries Reports 36.51% Rise in Q3 Profit - NDTV. [online] Available at: http://profit.ndtv.com/news/corporates/article-britannia-industries-reports-36-51-rise-in-q3-profit-736764 [Accessed 31 Aug. 2015]. • Shashidhar, A. 2014, Nourishing growth: Vinita Bali positioned biscuits as a healthy snack while expanding Britannia's top and bottom lines at the same time, Living Media India, Limited, New Delhi. • Sachitanand, R. 2009, Britannia's new recipe: With Nusli Wadia in complete control of Britannia, the premier biscuit maker is better placed to beat back a host of competitors and regain lost ground, writes Rahul Sachitanand, Living Media India, Limited, New Delhi • timesofindia-economictimes, (2010). Britannia CEO Varun Berry finalising plan to build non-biscuit categories, enter new businesses. [online] Available at: http://articles.economictimes.indiatimes.com/2015-02-06/news/58879143_1_britannia-industries-nutrichoice-vinita-bali [Accessed 31 Aug. 2015].