“Eat Healthy. Think Better. Buy Britannia”
The 80-year-old biscuit king is reinventing itself. Britannia now wants to become a foods giant, with the newly-added tag of health and nutrition. What's more, with a clever formula of prices and products, it is targeting every segment of the Indian market.
Who does not know Britannia Rules! During period of A day before the World Cup Of Cricket 1999 began in England on May 14, 1999, one of Britannia Industries' senior-most marketing managers was spotted at Mumbai's Sahara International Airport-escorting a gaggle of excited children, all of them sporting Britannia caps, Britannia T-shirts, and other assorted Britannia paraphernalia. No, he wasn't test-positioning yet another brand of biscuits on a group of unsuspecting young 'uns in an airport lounge. Those kids were actually some of the 100 mega-winners of the Britannia Khao, World Cup Jao contest, being flown off on charters to Old Blighty to watch the World Cup at Britannia's expense. See Cricket. Sleep Cricket. Eat Only Britannia (sic!) so we can say that, this session is more powerful to catch the customer.
The marketing strategies for any company are not about a fixed concept. Rather it is full of new challenges every day, and the companies must respond to it very positively. The market process is applicable to more than goods and services. Anything related to market including ideas, events, policies, prices and personalities comes under market strategy. However it is important to emphasize opportunity in the market through market strategy.
The following strategies are basically adopted by Britannia in order to capture a good market share.
1. A strong quality of the product and customer satisfaction:
General customers are basically concerned about the quality of product rather than the price of the product. In our survey we found that basically people are first looking for the quality. If good quality is there in the product then they are only looking for the price. But if the quality is not satisfactory they even don’t looking about the pricing of the product. In this regard Britannia always maintained much more importance over there product quality. That’s why they are among the very successful brand of today.
2. A growing relationship with customer and customer retention:
Now-a- days a good relation with the customer is very important for organization. Sale
3. Focus on competitor’s activity:
Every organization should must be careful about it's competitors step, because they can disturb the growing sales process of the organization. Continuous watching over competitor’s strategies and development help Britannia a lot.
4. A growing emphasis on global thinking and local marketing planning:
Companies are increasing by pursuing market beyond their borders. When they enter other countries they must follow the tradition of that country and also they make plan for local market that which type of product has more demand and how can it run in the market.
5. A growing emphasis on global thinking and local marketing planning:
Companies are increasing by pursuing market beyond their borders. When they enter other countries they must follow the tradition of that country and also they make plan for local market that which type of product has more demand and how can it run in the market. For Britannia different variation in their product depending over various locations and the economic status of the people is being very much helpful for the company.
6. Promotional Strategy
Under the market strategy promotional idea is very important. Organization provides some schemes or rebates to retailers or consumers. They make advertisement according to convenient of the people and the feature of the product. Sometimes Britannia comers to market with new offerings and of course with cost benefits to the customers. Giving discounts over bulk purchase also comes under this strategy.
MD ZEYAUL HAQUE NEERAJ KUMAR SAH
Sec- M Sec- N
PGDM PGDM