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Britannia Vs Parle – Battle for the market continues

Britannia and parle the two food majors of India in the field of biscuits and bakery products . fighting it out in market for the share of consumers pocket and market dominance .In yester years it was market segments which both have dominated and not much was seen to disturb that arrangement.Parle with its Parle G , Kraxkjack and manaco where as Britannia has Good day , Marie gold , Creams
Britannia dominated the premium segment of biscuits where as parle dominated the mass ,low premium biscuits ,things were pretty predictable but for the
entry of new players have changed that status .Now that ITC and Priya gold are trying to break into their market and have established them selves as important players in biscuit market . These two major biscuit producers has are now forced to innovate products by the consumers to create brands which could be differentiated .
Both are trusted brand are ranked in top brands for biscuit ,both have a long history of brands . The Major difference though is that where Britannia is revenues from bakery products is around 90 % ,share of biscuit sales is around –80% for parle
Recently two categories has seen major ad war are bourbon and salty snacks . Parle has come up with new bourbon under its hide and seek umbrella brand .Pitching against Britannia s popular bourbon which has 70% market share of the bourbon biscuits . Parle upped its TV ads by roping in Hritik roshan . Similarly Parle has re jigged its Krack Jack biscuits to Britannia's 50- 50 eating up its market share . Krack Jacks with new packaging and TV ads of Krack and Jack promoting the brands . It would be interesting to see what impacts these would have on the sales of these two biscuits .
PARLE VS BRITANNIA
Business
DescriptionBritanniaParle
Established18961929
Nature of businessPublic ltdFamily run business
No of manufacturing units5 own ,40CMU8 own units ,60 CMU
Market share ( value)32.80%32.94%
Ads Major methods Cricket events and players Celebrities endorse ment
New areas of promotionEnvironment Health and wellness
IMPORTANT BRANDS PITCHED AGAINST EACH OTHER
CategoryBritanniaParleLeader
GlucoseTigerParle -GParle-G
MarieMarie GoldParle Marie Marie Gold
Salty snacks50-50Krack JackKrack Jack
Choco chipsGood dayHide n seekGood day
MilkMilk bikisMilk sakhtiMilk bikis
BourbonBourbonHide n SeekBourbon
Nice Nice------Britannia Nice
Multi grainNutri choice-----Nutri choice
Cream Cream TreatKreamsCream treats
CookieGood day20-20Good day
So the battle for market share continues and advantage is for consumers who will get better product from both these biscuit majors .

2 comments:

  1. it's good,thanks for the information,
    but i expected some more information.

    ReplyDelete
  2. what more information you require pl give details ,a ny way thanks for appreciation

    ReplyDelete

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