30-01-2013, 04:01 PM
Britannia Industries Limited
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INTRODUCTION
Britannia Industries Limited (BSE: 500825, NSE: BRITANNIA) is an Indian food-products corporation based in Kolkata[2], India. It is famous for its Britannia and Tiger brands of biscuit, which are popular throughout India. Britannia has an estimated 38% market share.[3]
ORIGIN OF EAT HEALTHY THINK BETTER
Britannia -the 'biscuit' leader with a history-has withstood the tests of time. Part of the reason for its success has been its ability to resonate with the changes in consumer needs-needs that have varied significantly across its 100+ year epoch. With consumer democracy reaching new levels, the one common thread to emerge in recent times has been the shift in lifestyles and a corresponding awareness of health. People are increasingly becoming conscious of dietary care and its correlation to wellness and matching the new pace to their lives with improved nutritional and dietary habits. This
new awareness has seen consumers seeking foods that complement their lifestyles while offering convenience, variety and economy, over and above health and nutrition. Britannia saw the writing on the wall. Its "Swasth Khao Tan Man Jagao" (Eat Healthy, Think Better) re-position directly addressed this new trend by promising the new generation a healthy and nutritious alternative - that was also delightful and tasty. Thus, the new logo was born, encapsulating the core essence of Britannia - healthy, nutritious, and optimistic - and combining it with a delightful product range to offer variety and choice to consumers.
TIGER BISCUIT
Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first year of its launch and continues to be so till today. Tiger has grown from strength to strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has further helped bolster its growth in the highly competitive glucose biscuit category.
Tiger Glucose :
comes with the added goodness of wheat and milk. It is for modern mothers who play an enabling role for their children to compete in today's world and thus want the best. Tiger Glucose is fortified with "Iron Zor"* with an attempt towards addressing the iron deficiency crisis the children of India face.
Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits, topped with sugar crystals - presenting, the original Bourbon, from the house of Britannia.
India's first and favorite Bourbon's sweet adventure began in 1955. Since then, Bourbon lovers across the country have been caught opening this chocolate couplet, licking the cream, and nibbling at the melt-in-your-mouth biscuit, bit by bit. Some have been witnessed chomping it whole, at one go. Some have been noted to alternate it with sips of coffee; others team it with lots of gossip and gupshup, while a few have been observed enjoying it with a book.
And some have been seen reluctantly sharing their Bourbon.
Whatever the occasion, wherever the hangout, Bourbon makes for great company. You can grab your very own Nano Pack or a Pocket Pack. The Hangout Pack is just right for chilling with friends. Take along a Party Pack for... yes, a party! And the Gift Pack will surely win you a few brownie points!
New from Britannia Bourbon
Bring alive your sweet wicked side with the new cappuccino in town! Two crunchy chocolate biscuits sprinkled with sugar crystals waiting to reveal what's hidden inside - the world of coffee! Smooth, rich, and deliciously bitter. Bite into this bitter - sweet delicacy to relish the new Bourbon Cappuccino!
Meet your naughty side, ease your way through situations smoothly, yet cleverly. Just like how Nikki and her grandmother did in our latest TV ad. (Add link to our TVC). Or just spend endless hours gossiping. Plan your next mischief, mastermind another cheeky move with your crazy bunch of friends and relive those steamy coffee moments, over the new 'most popular' cappuccino in town.
GOOD DAY
Britannia Good Day was launched in 1986 in two delectable avatars - Good Day Cashew and Butter. Over the years, new variants were introduced - Good Day Pista Badam in 1989, Good Day Chocochips in 2000 and Good Day Choconut in 2004.
This rich cookie enjoys a fan following of consumers across all ages, loyal to the brand promise of a great taste, evident from the visibly abundant ingredients. Good Day is among the fastest growing brands in Britannia's portfolio and it has been the leader in the cookies category ever since its launch. The brand is synonymous with everyday treats that infuse happiness into people's lives.
After two decades of magnificent success; it was time to give the nation yet another reason to have a good day. Abundance, goodness, indulgence and now unrestrained joy - that is the message of this new campaign.