Growth Strategies Bratinnia
Growth Strategies of Britannia: India’s Emerging Conglomerate
Indian Biscuit Industry * India was the third largest producer of Biscuits. * The per capita consumption of biscuit in India was 1.8kg. * Industry was categorized as Glucose, Marie, Sweet, Salty, Cream and Milk. * Glucose and Marie constituted as the core segments in the industry. * Eastern region accounted for the largest share in biscuit market followed by North region.
Reasons for declining Profit Margins * Constant increase in prices of key raw materials. * VAT levied by the state governments. * Central and local taxes.
Challenges faced by Britannia * Rural markets were highly price driven. * Local brands, unorganized sector and traditional preference food items. * Fast moving dynamics(health and wellness products). * Rapidly changing industry scenario. * Rural markets were highly price driven. * Local brands, unorganized sector and traditional preference food items. * Fast moving dynamics(health and wellness products).
Britannia’s Growth Strategies * Company offered more than 13 brands and more than 200 SKUs(stock keeping unit) for its brands. * Strengthened its positioned by expanding factories. * Innovative varieties of biscuits. * Differentiated its products by repositioning every brands. * Diversified into new categories and entered into dairy products and snacks food market. * Introduced low priced varieties like Tiger Glucose and Tiger cashew. * Launched health conscious and premium segment products. * Positioned the products with interesting taglines. * Addressed a wide range of price points. * Managed production costs by producing. 30%of the products at companies plants and rest 70% from outsourced plants. * Launched new variants of existing products * Targeted different sections of the population.
THANK
Indian Biscuit Industry * India was the third largest producer of Biscuits. * The per capita consumption of biscuit in India was 1.8kg. * Industry was categorized as Glucose, Marie, Sweet, Salty, Cream and Milk. * Glucose and Marie constituted as the core segments in the industry. * Eastern region accounted for the largest share in biscuit market followed by North region.
Reasons for declining Profit Margins * Constant increase in prices of key raw materials. * VAT levied by the state governments. * Central and local taxes.
Challenges faced by Britannia * Rural markets were highly price driven. * Local brands, unorganized sector and traditional preference food items. * Fast moving dynamics(health and wellness products). * Rapidly changing industry scenario. * Rural markets were highly price driven. * Local brands, unorganized sector and traditional preference food items. * Fast moving dynamics(health and wellness products).
Britannia’s Growth Strategies * Company offered more than 13 brands and more than 200 SKUs(stock keeping unit) for its brands. * Strengthened its positioned by expanding factories. * Innovative varieties of biscuits. * Differentiated its products by repositioning every brands. * Diversified into new categories and entered into dairy products and snacks food market. * Introduced low priced varieties like Tiger Glucose and Tiger cashew. * Launched health conscious and premium segment products. * Positioned the products with interesting taglines. * Addressed a wide range of price points. * Managed production costs by producing. 30%of the products at companies plants and rest 70% from outsourced plants. * Launched new variants of existing products * Targeted different sections of the population.
THANK