Rural Marketing

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Topics: Marketing
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ASSIGNMENT # 1

OF

RURAL MARKETING

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SUBMITTED BY - SUBMITTED TO -

NIPUN BHARDWAJ Mr. ABHISHEK DUTTA

RT1903B38 LIM, LPU

Company Profile

Britannia was incorporated in 1918 as Britannia Biscuits Co LTD in Calcutta. In 1924, Pea Freon UK acquired a controlling stake, which later passed on to the Associated Biscuits International (ABI) and UK based company. During the 50’s and 60’s, Britannia expanded operations to Mumbai, Delhi and Chennai. In 1989, J M Pillai, a Singapore based NRI businessman along with the Group DANONE acquired Asian operations of Nabisco, thus acquiring controlling stake in Britannia. Later, Group DANONE and Nusli Wadia took over Pillai’s holdings.

Evolution of Britannia:
1892 - A humble genesis was made to manufacture biscuits in a small house in Central Calcutta, with an investment of Rs.295.

1897 - The business was acquired by Gupta brothers who moved operations to Dum in Calcutta under the name of V.S. Brothers.

1918 - Mr. C. H. Holmes, an English business man, partnered with Gupta Brothers. Britannia was incorporated on the 21st of March 1918 as a public limited company under the Indian Companies Act VII of 1913.

1924 - New factories were established in Mumbai and Calcutta. Britannia became a subsidiary of Peek, Freon & Company Limited, a leading biscuit company in UK.

1997 - ‘Eat Healthy, Think Better’ became the new corporate mantra. Britannia entered the dairy business. ‘Tiger’ biscuits were launched. ‘Jim Jam’ and ‘Checkers’ were launched.

2002 - Britannia formed a joint venture with Fonterra, the world’s second largest dairy company and Britannia New Zealand Foods Private Limited was born.

2005 - Brand Tiger’s re-birth was marked by the slogan ‘Swasth Khao” Tiger Ban Jao’, which became a popular chant. Britannia launched ‘Greetings’ a range of assorted gift packs. Britannia ‘50-50 Pepper

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