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
IMPORTANT BRANDS PITCHED AGAINST EACH OTHER
So the battle for market share continues and advantage is for consumers who will get better product from both these biscuit majors .
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
Description | Britannia | Parle |
Established | 1896 | 1929 |
Nature of business | Public ltd | Family run business |
No of manufacturing units | 5 own ,40CMU | 8 own units ,60 CMU |
Market share ( value) | 32.80% | 32.94% |
Ads Major methods | Cricket events and players | Celebrities endorse ment |
New areas of promotion | Environment | Health and wellness |
Category | Britannia | Parle | Leader |
Glucose | Tiger | Parle -G | Parle-G |
Marie | Marie Gold | Parle Marie | Marie Gold |
Salty snacks | 50-50 | Krack Jack | Krack Jack |
Choco chips | Good day | Hide n seek | Good day |
Milk | Milk bikis | Milk sakhti | Milk bikis |
Bourbon | Bourbon | Hide n Seek | Bourbon |
Nice | Nice | ------ | Britannia Nice |
Multi grain | Nutri choice | ----- | Nutri choice |
Cream | Cream Treat | Kreams | Cream treats |
Cookie | Good day | 20-20 | Good day |