Britannia Good Day Brand Key

"Eat Healthy, Think Better"

Introduction on Biscuit Industry Biscuits market in India : Rs 9,000-crore (Rs 90-

billion) India is known to be the second largest

manufacturer of biscuits, the first being USA Bread and biscuits are the major part of the bakery

industry and covers around 80 percent of the total bakery products in India

Annual growth rate of biscuits industry 2003-04

15

2004-05

14

2005-06

14

2006-07

13

2007-08

15

2008-09

17

Yr. 2008….exemption from Central Excise Duty…

Annual production Biscuits Industry 18

17.14 16.14

16

14.29

14 12

12.54 11

10 Lakh MT

8 6 4 2 0 2003-04

2004-05

2005-06

2006-07

2007-08

Biscuit Industry profile

Organised : Unorganised :: 40 : 60

Introduction on Biscuit Industry • Rural-urban penetration of Biscuit : •Urban Market : 75% to 85% •Rural Market : 50% to 65% • Per capita consumption of Biscuits : •INDIA 1.8 kg, •South East Asian Countries 2.5 kg to 5.5 kg •USA 7.5 kg

HIKE IN PRICES OF RAW MATERIALS S.NO

Raw Martial

Jan 08

May 08

1

Maida

12.23

12.00

2

Sugar

15.09

16.00

3

Parmoline Oil

52.99

57.00

4

S.M.P

122.00

127.00

5

Butter

118.94

130.00

6

Laminate

200.00

230.00

7

F.O

26.63

35.00

8

HM Bag

91.92

105.00

9

Carbon Box Per Kg 25.00

28.00

Categories of Biscuits  Glucose  Marie  Sweet  Crackers  Cream  Milk

Popular Brands of Biscuits in the country  Britannia,

 Veeramani,

 Parle,  Priyagold,

 Bonn,

 Anmol,  Sunfeast,  Biskfarm,  Dukes,  Cremica,  Priya,  Nalanda  Cookieman

 Bhagwati,  Raja,  Champion,  Sobisco,  Madhabi,  Nezone,  Windsor,  Ankit,  Shangrila

Biscuit Industry major players

Brand Key for

Introduction  Britannia is one of India's biggest brands and the pre-eminent

food brand of the country.  In 1997, the company unveiled its new corporate identity - "Eat

Healthy, Think Better  In 1999, the "Britannia Khao, World Cup Jao" promotion further

fortified the affinity consumers had with 'Brand Britannia'  The Lagaan Match was voted India's most successful

promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch

Products

Britannia Good Day Britannia Good Day was launched in 1986 in

two delectable avatars - GOOD DAY CASHEW and BUTTER New variants were introduced - Good Day Pista Badam in 1989, Good Day Chocó chips in 2000 and Good Day Coconut in 2004 Good Day is amongst the fastest growing brands in Britannia's portfolio and is today the market leader with almost 2/3 share of the market

Product Good Day Jumbo Good Day Cashew, Badam and Pista Choco Chop and Choco Nut

Price Pricing strategies :Competition pricing Bundle Pricing Value Pricing  

Price points of Good Day Biscuits  GOODDAY CHOCO CHIPS  GOODDAY CASHEW

72 x 75 Gm. (Rs 15.) 80 x 75 gm. (Rs 12.)

   GOODDAY CASHEW FAMILY

48 x 250 Gm. (Rs 20.)

   GOOD DAY BUTTER

80 x 75 gm. (Rs 10.)

   GOODDAY BUTTER FAMILY

48 x 250 Gm. (Rs 18.)

   GOODDAY PISTA

80 x 75 gm. (Rs 12)

   GOODDAY PISTA FAMILY

48 x 250 Gm. (Rs 12)

Cost sheet of Good Day Biscuits  Cost of Production  Company’s Profit  Packaging  Promotion  Transportation  Selling & Distribution  Cost to Distributor  Distributors profit  Cost to Wholesaler  Wholesaler Profit  Retailer Cost  Retailer Profit  MRP

1.00 1.50 0.50 2.00 1.00 1.75 7.75 0.75 8.50 0.50 9.00 1.00 10.00

Place Intensive Distribution

Promotion Advertising Good Day, "Richness is only one functional facet of

Good Day. But there is also a large emotional facet — that of spreading happiness. This became the plank on which Good Day began to be advertised "Good Day is full of nuts and is rich but it is also

good for health. So, they created the Swasth kao, tan man jagao (Eat healthy, energise body and mind) campaign."

Sales promotion

“Eat Britannia, Go for World Cup" was the theme adopted in 1999 People searched for the lucky scratch for flying to England to see world Cup Cricket match The sales bounced 37% high on account of this strategy Lagaan match- 4000 lucky winners were invited to

watch the lagaan team match

Competitive Environment

Target Group  Targeted at Children and Teenagers as a tasty

health food that can be consumed as a snack and also at the breakfast table.  It is promoted as a health food that it would

give a person the energy to start his daily routine and so is aptly named “Good Day”.

Good Day comes in Premium biscuits

segment and is positioned as a health food

 Britannia Good Day is an augmented product.

Augmented products are those products which have additional attributes in the product to differentiate it from the competitor’s products Good Day biscuits are consumed at a fast rate

due to richness in taste and ingredients and hence they are purchased frequently by consumers

BENEFITS CORE BENEFITS It is used for filling up the stomach in between meals or whenever one feels hungry ADDITIONAL BENEFITS Used as a snack to reduce hunger so that it fills the stomach and also reduces ones appetite. Ideal for weight loss programs

Value &Personality • Good Day brings laughter and happiness into

people`s daily lives. • It transcends race, caste, creed and unifying humanity in an inclusive emotion.

Reasons to believe Good Day Biscuits are packed in colored

packaged which have a color that shows the ingredient or the USP of the biscuit E.g.:- Badam pista comes in brown and green which signifies pista and badam

Essence In keeping with its core essence of Swasth

Khao Tan Man Jagao, your Company constantly strives to find sustainable opportunities to drive home the message of nutrition and good food habits among children at the right age. Britannia is committed to help secure every childs right to growth and development through good food everyday.