Workshop on Positioning of Britannia Tiger Biscuits

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Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first year of its launch and continues to be so till today. Tiger has grown from strength to strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has further helped bolster its growth in the highly competitive glucose biscuit category.

Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk. Now Tiger Glucose has been fortified with "Iron Zor" with an attempt towards addressing the Iron Deficiency crisis the children of India face. Over the years, Tiger has become the mass-market face of Britannia symbolising fun and energy in both urban and rural India, and transcending glucose biscuits. IRON ZOR helps make mind sharper and body stronger. Britannia Tiger is accessible to all, being available in convenient packs priced at Rs.1 (Tikki-pack), Rs. 2, Rs. 3, Rs.4, Rs. 5 Rs. 10 and Rs.20. R&D in Britannia has spent considerable time to develop this nutritious and delightful snack for children.

Target Market
The Britannia’s marketing philosophy emphasizes catering to the masses. They constantly endeavour at designing products that provide nutrition & taste to the common man. Most Britannia offerings are in the low & mid-range price segments. This is based on their understanding of the Indian consumer psyche. The value-for-money positioning helps generate large sales volumes for the products. Britannia Tiger is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast, for others it is a complete wholesome meal. For some it's the best accompaniment with tea, while for some it's a way of getting charged whenever they are low on energy. Britannia chose the Glucose biscuit market for this product and focused on 3 major market segments: Kids: Most advertisements and promotions cater to the younger age group i.e. kids. Britannia promotes that Tiger biscuit is nutritious, healthy and will make kids stronger. Glucose biscuits are consumed by kids above 1 years of age. In many households, it is also used as a substitute to other Glucose-D products and served to sports oriented kids.

Rural Segment: Low priced Glucose biscuits are very popular in rural areas. Britannia tiger has targeted the rural market by establishing an extensive distribution network. Britannia Tiger biscuits are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500. Smaller packages have also been designed for one time consumers. The rural market is growing significantly at a rate of 40 to 60 per cent. Britannia is constantly looking at increasing its presence in rural areas and making an impact through improved distribution in the changing retail landscape.

Business Segment: Britannia Tiger has also targeted the business units which provide biscuits as complementary snacks to their employees in mess and hostel canteens. Sport associations, student hostels, factories and mills are chief consumers in this segment. Buying in this market is larger in volume and continuous. Consistent with its credo of ‘swasth khao, tan man jagao’ Britannia created a partnership with Global Alliance for Improved Nutrition (GAIN) and the Naandi Foundation to supply iron fortified Tiger biscuits to supplement the mid-day meal programme in schools. However, Britannia Tiger is consumed by all genre of consumers including up-market and urban biscuit lovers. And in this way, caters to a variety of consumers. The main emphasis on target is due to following reasons: 1) Core benefit- the core demand of these customers is to satisfy hunger 2) Cheap Product – Rural and business buyers look for low price biscuits 3) Expectations from product- these consumers expect the product to have a good taste 4) Energy need - glucose biscuits increase a person’s energy levels, this is needed by all the three target customers 5)...
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