11-04-2013, 03:41 PM
BRITANNIA INDUSTRIES LTD
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CONCEPT OF BRITANNIA BISCUIT
Sweet or salty. Soft or crunchy. Simple or exotic Everybody loves munching on biscuits, but do they know how biscuits began?
The history of biscuits can be traced back to a recipe created by the Roman chef Apices, in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp, then served with honey and pepper."
The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store.
MAJOR INDUSTRIY CONTRIBUTORS
Britannia’s competitors are Parle product ltd ,Priya Though Britannia is the oldest company in the Indian market but the company is facing tuff competition.
gold Sunfeast , and Anmol and also have some local companies
Britannia’s biggest competitor is parle company and also have some other world wide company as Bakeman’s 10%,smithkline 08%, Nutrie 04%,Kwality 04% Other’s 4% , but Parle has 30% of market share and the Britannia has 40% market share
PROFILE
The story of one of India's favorite brands reads almost like a fairy tale. Once upon a time,
in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia today.
The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Britannia mechanized its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces.
In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further One of India’s best known brands and also one of the most admired Food Brands in the country.
THE STRATEGY OF BRITANNIA
The company’s policy is customer satisfaction with less price as well as quality.
Target maximum customer and sale of maximum volume.
The company wants to reach the product in every segment of customer.
The also have targeted to urban, rural, city town and villages area of a market.
High promotion for selling the product and achieve maximum market share.
The company wants to increase the profitability by selling of maximum quantity.
The company is facing high competition so the profit margin is low but high turnover.
The company’s major competitors are PARLE , SUNFEAST ANMOL and PRIYA GOLD, Britannia volume crossed one lakh ton biscuit in 1994