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Get Full Marketing Mix of Britannia 


The Marketing Mix of Britannia tells the 4ps (Product, Price, Place, and Promotion) of the leading Indian food-based company – Britannia! 

Britannia Industries Limited is an Indian food company that was founded in Kolkata in 1892. The company is most known for its several biscuit brands, but it also distributes a variety of packaged meals, dairy products, and bread to fit a variety of lifestyles.

Its brands include Good Day, Tiger, NutriChoice, 50:50, and Marie Gold. It was the first company in the East to adopt imported gas ovens, and as a business, it thrived and established a reputation for quality and value.

Britannia has a market capitalization of Rs 12,400 crores; its dairy sector produces roughly 6% of total sales and has a distribution network of 100,000+ outlets; and its bread vertical is the largest in the organized bread industry, with annual revenues of Rs 450 crores.

To retain its major position in the Indian market, it spends some of the country’s most notable digital marketing costs.

Let’s start with the Marketing Mix of Britannia to learn more about its product, price, promotion, and distribution approaches.

Product in the marketing mix of Britannia

Britannia produces a diverse range of biscuits and dairy products. Britannia’s product strategy consists primarily of biscuits, dairy, cakes, rusk, and bread in its marketing mix width. Biscuits with several goods have the most productive line depth, followed by cakes and bread.

Sugar-free biscuits, cream biscuits, and jam biscuits are just a few of the varieties of biscuits produced by Britannia. Britannia Nutrichoice, 

Britannia Pure Magic, Britannia Marie Gold, Britannia Little Hearts, and more famous brands are among them.

The company’s most well-known product is Britannia Tiger biscuits. Tiger biscuits are also sold in countries such as Indonesia, Australia, and Malaysia.

Britannia can now make and sell cheese, ghee, dahi, and butter because of collaborative agreements with dairy product manufacturers. Its products are primarily aimed at India’s middle class, which makes up most of the population.

Price in the marketing mix of Britannia

Britannia uses only one pricing strategy: competitive pricing. Parle is a major competitor of Britannia, and Parle G has been unbeatable in this area for decades. Amul is a significant competitor in the dairy industry, with goods such as milk, cheese, and other dairy-based products. 

Local competitors, as well as Monginis and other veg cake producers with their range of products, may be found in bakery products.

Food manufacturing is an extremely competitive sector. Competition is at the heart of Britannia’s marketing mix price strategy. Also, because the major market is made up of middle-class consumers who are price-sensitive, Britannia is forced to compete on price.

Britannia strives to bundle its products, which lowers the price of its products. This is especially evident in their products designed for family packs.

Their price discrimination method allows businesses to make more money from customers who are ready to pay more for healthier products and more perks. 

Place in the marketing mix of Britannia

For many years, Britannia has held a significant market share in India. It has also achieved several international transactions, such as collaborating with Peek, Frean, and Manufacturer, a prominent UK biscuit company, and completed takeovers, such as Parry’s in 1975, which allowed the company to reach a wider audience.

The company grew and became renowned as ‘the Biscuit King’ for many years. Britannia presently holds a market share of around 38%.

Britannia’s products are mostly distributed through retail chains. Because of partnerships with significant e-commerce companies, the online segment, which contributes to fewer or we can say less purchases, has become possible.

Online shopping platforms sell all Britannia products. Britannia products may be found in all big and small cities in India, because of its broad and robust distribution network.

However, the rural market’s distribution network is not as good as the urban market’s. Britannia, being a major FMCG business in India, relies heavily on distributors, who subsequently select dealers and retailers for distribution.

The company handles modern commerce channels such as Big Bazaar and D mart, as well as others, directly. Breaking the bulk is followed by the distribution route, in which huge volumes are transmitted from production to C&F, then from C&F to distributor and last to retailers and dealers. 

Britannia has a remarkable urban distribution, with Britannia being found practically everywhere.

Promotions in the marketing mix of Britannia

The product itself is the most powerful asset for promoting its products. People enjoy the products because they are delicious. As a result, the product generates a pull. Today no business can survive without marketing and advertising. 

The same may be said about Britannia. However, due to the brand value of Britannia products and the brand’s existence in the Indian market for over a century, advertising spending for Britannia is limited.

Television commercials, print advertisements, and billboards are just a few of the promotional marketing strategies employed by Britannia. Britannia has negotiated deals with celebrities to market its brand. however, the deals have varied depending on the product. The sports industry accounts for a larger portion of its promotional activities. 

Cricket bats with the Britannia logo, which international players have authorized, are a powerful marketing tool.

Britannia also promotes its product as “essential for good health,” which appeals to people who are concerned about the nutritional value of the foods they consume. This brings the Britannia marketing mix to a finish.

I hope you have collected all the required information about the Marketing Mix of Britannia and the 4 P’s of Britannia. Stay tuned for more Marketing Mix Articles.