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.

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Britains Bakeries Shows Impressive Sales Figures

When all other manufacturing industries have been struggling for survival bakeries in Britain s have posted better profit margin and sales figure


A brief report


In what has been a positive year for bakers, family-run firm Warburton’s has posted staggering profits for 2009.

The Bolton-based baking giant saw pre-tax profits rise by more than £5.2 million to reach £62.7 million in the year ending September 26th 2009, compared to £57.5 million in the same period the previous year.


Warburton’s profits were boosted by a year-on-year sales rise of six per cent, which took total revenues to £510.8 million.

Company chairman John Warburton hailed the firm’s "solid operating performance" in what he viewed as a "difficult economic environment".


It seems Britain’s booming baking industry is the best thing the manufacturing sector has seen since sliced bread as firms across the board continue to post healthy profits.


Earlier this year, national firm Greggs posted a sales hike of 2.6 per cent for the first 18 weeks of the year, while last week it was the turn of Scottish company Lees Foods, which reported that year-on-year sales had jumped by £2.1 million to reach £18.2 million




Source :http://www.guttridge.co.uk/news
Author : Emma