Britannia has always been laggard in rural marketing Her competitors have better share of semi urban and rural market but not now as britannia gear up for rural thrust with Cookies brands of biscuit
A calculated push into the rural and semi-urban areas, say experts, is Britannia’s way to lead the market. As rivalries in the markets, urban as well as rural, are intense, it needs to identify newer and newer markets and segments to hold on to its share of the market. An equity analyst from India Infoline says: “Biscuits and cookies form the largest segment of processed foods and everyone will fight for a share of the pie.”
McCann Executive Chairman Prasoon Joshi crafted the communication with the tagline of Tan ko lage, man ko chuye, which means that the product benefits the body’s constitution and endears itself to the eater. Says Britannia Industries Category Director (delight & lifestyle) Shalini Degan: “For socio-economic categories B and C, nutrition from the food they eat is more critical than a dose of energy or taste. They travel long distances in less comfortable environments, so a product like this could be a staple like a bottle of water. With elaichi (cardamom) and butter, cookies do have great taste; but that is secondary to them being a wholesome go-between.” The TVC starring actor Dipti Naval portrays how Britannia Cookies can slip in between missed meals.Read more on
http://www.business-standard.com/india/news/britannia-industries-cookie-goes-rural/18/47/396473/
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