India’s most
favorite Britannia works on devising a magical business tactic to capture the
hearts of offshore residents by setting its foot into several countries.
Britannia
Our love for
Britannia is indescribable. We all would have, at any point of time in our life,
developed an intense crush with each and every product of Britannia starting
from ‘Little hearts’ till smiley ‘Milk Bikis’.
Britannia
aims to fulfill the requirements of its audience more than they actually expect.
Basically it wants to project itself as a food industry rather posing as a
bakery industry with a wide range of cheese spread, cubes, milk, skimmed milk,
etc.
Consolidating
the annual report, it is believed that Britannia acts as a major growth driver
in dairy by selling value-added products like cheese, dahi and milk based
drinks.
Target nations
Britannia
would primarily target the countries that are at the stage of development and
is expected that it would contribute around 14-15 per cent of its turnover in
the next 4-5 years.
1000 crore plant in Maharashtra
Also the
company is planning to expand its portfolio in India by diversifying the range
of products and increasing the product price likely. A huge plant will be set
up in Maharashtra that would cut off the production cost of products.
The Nepal invasion
Recently it
has signed a 10 year technical collaboration with the famous Nebico Pvt. Ltd.,
a Nepal company and has decided to intrude the taste buds of Nepalese. The
investment is worth 55 crores and is planned to increase even more in the
upcoming years.
Overseas ventures
Britannia
entered the Lankan market in the year 2008, after launching a range of biscuits
under the brand name Britannia Lanka. It has finally decided to put an end to
its 'unviable' Sri Lankan operations due to its financial loss.
After an
adverse economic impact, the West Asia business started to face a severe
downfall in UAE, where Britannia has quite sizeable presence.It has an unit in Oman catering Gulf countries.
Even after
facing all these challenges, Britannia came back with a bang with its marketing
strategy and made significant brand investments. This thereby strengthened its
competitive position in the global arena.
Source: Various news magazine
