Chapter 3 (page 194) Gaining Business and Market Edge: the Britannia Way
In 1892, in a small house in Kolkata an intrepid baker made a batch of delicious, golden brown biscuits for English tea-time snacking during British rule in India with the investment of Rs 295(approx $5) . Gradually the small bakery business turned into huge a corporate company of India. Over the last 123 years the company has made progressed and becoame one of the most strongest and trusted brands in the Indian market. In 1979, the name of the company was changed from Britannia Biscuit Co Ltd to Britannia Industries Ltd (BIL). The company has been serving the Indian consumer with a range of …show more content…
If the product is overpriced buyer will stay away but if prices are competitive it has better chance of being sold quickly. Pricing constitutes one of the major problems of marketing management. Britannia industries targeted the lower and middle income groups of India and selected pricing strategies very carefully. The company maintained product quality and choose to have market penetration pricing strategy which gave huge success to the company. The company made strong base in the market and achieved the sales turnover of Rs 6000 in 2014 consolidating ahaving market dominant position in …show more content…
The company started promotion of its products from advertising in the print media and then electronic media. The company started sponsoring sports events and organized other events throughout the country to promote its products. The company also started various contexts for product promotion. The most famous context was ‘Britannia Khao Wworld cCup Jjao’ during the Ccricket wWorld cCup of 1999 using advertising lines like ‘See Cricket, sleep cricket and eat Britannia only’. Indians public being cricket- crazy lovediked this advertisement and the company gained all the popularity among target and even in non target
In 1892, in a small house in Kolkata an intrepid baker made a batch of delicious, golden brown biscuits for English tea-time snacking during British rule in India with the investment of Rs 295(approx $5) . Gradually the small bakery business turned into huge a corporate company of India. Over the last 123 years the company has made progressed and becoame one of the most strongest and trusted brands in the Indian market. In 1979, the name of the company was changed from Britannia Biscuit Co Ltd to Britannia Industries Ltd (BIL). The company has been serving the Indian consumer with a range of …show more content…
If the product is overpriced buyer will stay away but if prices are competitive it has better chance of being sold quickly. Pricing constitutes one of the major problems of marketing management. Britannia industries targeted the lower and middle income groups of India and selected pricing strategies very carefully. The company maintained product quality and choose to have market penetration pricing strategy which gave huge success to the company. The company made strong base in the market and achieved the sales turnover of Rs 6000 in 2014 consolidating ahaving market dominant position in …show more content…
The company started promotion of its products from advertising in the print media and then electronic media. The company started sponsoring sports events and organized other events throughout the country to promote its products. The company also started various contexts for product promotion. The most famous context was ‘Britannia Khao Wworld cCup Jjao’ during the Ccricket wWorld cCup of 1999 using advertising lines like ‘See Cricket, sleep cricket and eat Britannia only’. Indians public being cricket- crazy lovediked this advertisement and the company gained all the popularity among target and even in non target