Whenever we go to supermarket to do our monthly grocery shopping we have always seen products stacked are either imported from other countries or manufacturing out sourced here in India . Let it be Pepsi , Coke ,Unilever, Kellogs , Horlics, Cadbury , Nestle --- etc . I was always wondering whether there could be an Indian food company which can match these multinational .With recent takeover s by Lakshmi mittal , Tatas , Birlas , Ranbaxy ,Infosys , Tcs , Videocon we hoped that this will also happen in food industry . Its not that we don't have companies which have potential to become one but I think sheer magnitude of acquiring and competing in foreign land have deterred our companies . To name few
ITC , Parle , Britannia , Amul ,HaldiRam , Dabur --- many more
Britannia 's acquisition of two companies in middle east namely Strategic food international co llc, Dubai ,UAE and Al sallan food Industries ,Sohar ,Oman and recent collaboration with srilankan company has at least taken a lead in food companies to acquire a MNC status, which would give other players a good competition in foreign market .
Britannia with product basket of numerous biscuit and cookies has potential to become a major player in international market .With skilled manpower and R&D in place it can look beyond our shore to compete internationally
Showing posts with label britannia marketing strategies. Show all posts
Showing posts with label britannia marketing strategies. Show all posts
Britannias marketing strategies
Britannia being the largest manufacturer in bakery segment has developed a very aggressive marketing strategies for its product in view of tough competition from reputed brands and local products .Britannia in recent years has seen low growth in its market share .
Its has first of all categorised its product into 5-6 Power brands ( GOOD DAY , TIGER , FIFTY-FIFTY , CREAM TREATS , MARIE , MILKBIKIS ) and reduced the numerous sku''s it had in its inventory .Each brand has brand manager responsible for the business.
Diversified into dairy , wafers and snacking products through merger and acquisitions . these has given it some breakthrough from its stagnating market share of bakery products.
Now new focus has been for its categories of wellness and indulgence .Wellness concepts has been introduced for health conscious masses as this lobby becomes more vocal and with fear that the bakery products are not considered as nutritious products hence there are several launches as iron/vitamins/calcium fortified and low or zero fat biscuits .Few Brands would come with some form of fortification such as Nutrichoice , Marie , Tiger with few changes in pack sizes and prices .
Its has first of all categorised its product into 5-6 Power brands ( GOOD DAY , TIGER , FIFTY-FIFTY , CREAM TREATS , MARIE , MILKBIKIS ) and reduced the numerous sku''s it had in its inventory .Each brand has brand manager responsible for the business.
Diversified into dairy , wafers and snacking products through merger and acquisitions . these has given it some breakthrough from its stagnating market share of bakery products.
Now new focus has been for its categories of wellness and indulgence .Wellness concepts has been introduced for health conscious masses as this lobby becomes more vocal and with fear that the bakery products are not considered as nutritious products hence there are several launches as iron/vitamins/calcium fortified and low or zero fat biscuits .Few Brands would come with some form of fortification such as Nutrichoice , Marie , Tiger with few changes in pack sizes and prices .
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