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Showing posts with label britannia new product launch. Show all posts
Showing posts with label britannia new product launch. Show all posts

Britannia Gears Up For Rural Markets With Cookies

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.


Britannia launches Cookies - A Low Cost Variant To Good Day

Britannia has launched a  new category of biscuits  Cookies  with elaichi butter flavour in 62gms @ Rs5/- a pack. It is trying to cover the market segment which is buying the unbranded cookies available at retail  but are popular with the middle class consumers . Britannia  Good Day brand is already established in this segment but is considered to be priced at premium .  It would taken other players such as ITC , Priya gold  and United Biscuits who are offering cookies in this price band .

A new ad campaign has been launched for this new product .

 A Report

Britannia has launched a new TV campaign for Britannia Cookies - a butter elaichi flavoured product it has recently launched.

The campaign has been created by McCann Erickson, Britannia's creative agency. Dadu (Abhijit Chaudhary) of Black Magic Films has produced the TV commercial.

The company states that communication challenge was to create rapid trials for the product among consumers at the bottom of the pyramid (BOP). Britannia states that the cookie category in India is growing at 25%, which includes its Good Day range at the top end. However, the purpose behind launching the product was to tap the opportunity at the bottom end of the category, where consumers are looking to upgrade to a better taste experience i.e. from staple biscuits such as glucose and Marie to cookies. It has priced its 62 gm pack at Rs 5.

Shalini Degan, category director– delight and lifestyle, Britannia Industries said, "Our research showed that amongst middle-class India, missing a meal is sacrilege. Once this offence is discovered, all efforts are made by near and dear ones to ensure the next best substitute to a meal. Also consumer product research revealed that consumers find Britannia Cookies as the best nutritious and wholesome snack option. Also the cookies segment is growing at 25 cent with consumers upgrading from staple biscuits such as glucose and Marie to cookies. By introducing Britannia Cookies we bring the real cookie experience to this first time cookie consumer."


TV  AD  for  Britannia Cookies

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