Imc of Britannia
Integrated Marketing communication plan for Britannia India
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For year ending, Dec.2012
Britannia Industries-
Britannia Industries Limited is an Indian company based in Kolkata that is famous for its Britannia and Tiger brands of biscuit, which are popular throughout the country. Britannia has an estimated 38% market share.
The company is growing at a steady rate, and is currently profitable. Between 1998 and 2010, the company's sales grew at a compound annual rate of 16% against the market, and operating profits reached 18%. More recently, the company has been growing at 27% a year, compared to the industry's growth rate of 20%.
At present, 90% of Britannia’s annual revenue of Rs 2,200 crore comes from biscuits.
Britannia in 2010-
• Always committed to constant innovation, Britannia launched Britannia Healthy Start in Mumbai in January 2011. Specially designed with Indian tastes in mind, Healthy Start is a complete range of ready-to-cook breakfast mixes of Upmas, Pohas, Porridges and Oats that are healthy, delicious, and take just 5 minutes to cook! This is the only product range in its category that combines the natural nutrition of multi-grains, 100% real vegetables, pulses and nuts all in one pack.
• Britannia received the Most Respected Company Award 2011 from Business world.
• Bourbon received the Most Popular Confectionery Product Preferred by Youth (Biscuit) Award.
• Britannia further enhanced its foray into healthy milk based drinks by launching TigerZor Choco Milk & TigerZor Badam Milk in May 2011. These are delicious milk based beverages fortified with 5 active nutrients that help in the overall development of mind and body.
1. Brand Logo
[pic]
2. Brand tagline-
Eat healthy, Think Better.
3. Target Audience
Need for Market Segmentation: - As the companies cannot go to all sectors and to all customers with different needs and demands of customer. So it is very
[pic]
For year ending, Dec.2012
Britannia Industries-
Britannia Industries Limited is an Indian company based in Kolkata that is famous for its Britannia and Tiger brands of biscuit, which are popular throughout the country. Britannia has an estimated 38% market share.
The company is growing at a steady rate, and is currently profitable. Between 1998 and 2010, the company's sales grew at a compound annual rate of 16% against the market, and operating profits reached 18%. More recently, the company has been growing at 27% a year, compared to the industry's growth rate of 20%.
At present, 90% of Britannia’s annual revenue of Rs 2,200 crore comes from biscuits.
Britannia in 2010-
• Always committed to constant innovation, Britannia launched Britannia Healthy Start in Mumbai in January 2011. Specially designed with Indian tastes in mind, Healthy Start is a complete range of ready-to-cook breakfast mixes of Upmas, Pohas, Porridges and Oats that are healthy, delicious, and take just 5 minutes to cook! This is the only product range in its category that combines the natural nutrition of multi-grains, 100% real vegetables, pulses and nuts all in one pack.
• Britannia received the Most Respected Company Award 2011 from Business world.
• Bourbon received the Most Popular Confectionery Product Preferred by Youth (Biscuit) Award.
• Britannia further enhanced its foray into healthy milk based drinks by launching TigerZor Choco Milk & TigerZor Badam Milk in May 2011. These are delicious milk based beverages fortified with 5 active nutrients that help in the overall development of mind and body.
1. Brand Logo
[pic]
2. Brand tagline-
Eat healthy, Think Better.
3. Target Audience
Need for Market Segmentation: - As the companies cannot go to all sectors and to all customers with different needs and demands of customer. So it is very