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 .
