Workshop on Positioning of Britannia Tiger Biscuits
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,
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,