01-03-2013, 10:31 AM
Tiger Biscuit Industry
Tiger Biscuit.docx (Size: 282.12 KB / Downloads: 42)
INTRODUCTION
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 is a Glucose biscuit, which comes with the added goodness of wheat and milk. Now Tiger Glucose has been fortified with "Iron Zor" with an attempt towards addressing the Iron Deficiency crisis the children of India face. Over the years, Tiger has become the mass-market face of Britannia symbolising fun and energy in both urban and rural India, and transcending glucose biscuits.
IRON ZOR helps make mind sharper and body stronger. Britannia Tiger is accessible to all, being available in convenient packs priced at Rs.1 (Tikki-pack), Rs. 2, Rs. 3, Rs.4, Rs. 5 Rs. 10 and Rs.20. R&D in Britannia has spent considerable time to develop this nutritious and delightful snack for children.
Target Market
The Britannia’s marketing philosophy emphasizes catering to the masses. They constantly endeavour at designing products that provide nutrition & taste to the common man. Most Britannia offerings are in the low & mid-range price segments. This is based on their understanding of the Indian consumer psyche. The value-for-money positioning helps generate large sales volumes for the products.
Britannia Tiger is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast, for others it is a complete wholesome meal. For some it's the best accompaniment with tea, while for some it's a way of getting charged whenever they are low on energy. Britannia chose the Glucose biscuit market for this product and focused on 3 major market segments:
Kids: Most advertisements and promotions cater to the younger age group i.e. kids. Britannia promotes that Tiger biscuit is...
Changing Trends:
• Youth believe in ‘fad’ and tend to follow brands which are premier. Eg: Oreo
• Britannia’s competitors are better placed in terms of brand extension and diversification therefore it needs to pay more attention to product innovation.
• Adding Indian flavours to their product line, something like a Dhokla flavoured cake could be introduced for test marketing
• Since the biscuit consumption across India (different regions) is fairly proportionate, there is no need to increase marketing activity in one part over the other and a national advertisement campaign (promoted in different languages in different regions) should always be worked upon.
• Britannia should continue with its “Eat Healthy Think Better” campaign (Britannia saw the writing on the wall. Its "SwasthKhao Tan Man Jagao" re-position directly addressed this new trend by promising the new generation a healthy and nutritious alternative)
• With the penetration less in rural sector and more and more companies shifting to promoting their products in the rural sector, even Britannia should step up and promote the brand as a whole starting with Tier 2 and Tier 3 cities. Currently they do hold the leading position in the metros, but the picture can be made more lucid with uniform expansion all across.
• The latest offerings from Britannia stable(Treato) is still in its growth phase and needs to be capitalized upon.
BRANDING (Brand Management):
Create Brand Recognition
Instead of just advertising on Bats of cricket stars, Britannia should think of getting a single person as their ambassador, someone with whom the youth identify with(Considering that Rahul Dravid is slowly retiring from all forms of International Cricket). It could be a cricket star like the ever green Sachin Tendulkar, but yet again cricket is a risky affair, or someone who will always be in the news for the right or the wrong reasons – like Ranbeer Kapoor from bollywood.
Brand Knowledge
There should be campaigns in school, in class 6 and 7 (that is when an individual starts forming his/her own perception about brands and available consumer goods).
The campaigns could be tied up with Inter school Competitions or something that creates and spreads awareness. For example: National Health Mela in Delhi, which is an annual event and invokes participation from all major schools in Delhi. The event is a national level event and is done to spread awareness about health issues amongst the youngsters from a delicate age when perceptions, beliefs and attitude are still developing.Example : Horlics have organized many events under “Whiz Kid” in many schools. Headmistress “Sanskaar Vallery School” Bhopal, gave away certificates for Science Poster Making Competition and Horlics Whiz Kid.
Brand Preference
Britannia enjoys almost a 40% share in the biscuit market and also its cake sales for Fiscal 2010 – 11 have grown at 62% (by value)from 1,193,097 to 1,936,793 which shows that the brand does enjoy a deep preference amongst the masses but needs to work on promoting it in a better way in each target segment.