FMCG companies are famous for their marketing strategies, and Britannia is no exception from the norm. Britannia, today a famous name in the biscuits market worth Rs. 12,400-crore was established in 1892 with a humble investment of Rs. 295 in Kolkata. Known for its various brands of biscuits in the market, the company offers a massive range of products (dairy products, packaged food and bread) for all types of lifestyles. 

To sustain its massive presence in the Indian market, it employs some of the biggest digital marketing budgets in the country. To understand digital marketing and marketing campaigns better, in this blog we will take a deep dive into Britannia’s strategy to promote itself.

With no further ado, let us begin by learning more about Britannia.

ABOUT BRITANNIA

With a legacy of 100 years and annual revenues of Rs. 9000 Cr, Britannia is one of the leading and most trusted food brands of India as listed in The Brand Trust Report. Started by a group of English business, the company is now a part of the Wadia Group.

Britannia is a brand which many generations of India have grown up with and its products are universally liked. Its product portfolio includes a wide range of biscuits, bread, cakes, rusk, and dairy products including cheese, beverages, milk, and yoghurt. 

Britannia is largely famous for it’s OOH advertisements and traditional marketing strategies. Being an old established company, it heavily relies on radio messaging and TV advertisements to attract its customers. 

Before we explore Britannia’s marketing and campaigns strategy further, let us first take a look at its marketing mix.

 

Marketing Mix Of Britannia 

The marketing mix of a company is an assortment of different elements of the marketing plan. When a company decides to market its products to customers, it does a small exercise called Segmentation, Targetting and Positioning (STP) of its customers. Let us discuss these concepts further.

 

Segmentation

This is the process of separating the customers into smaller categories on common factors to better understand and generalise their needs and wants. We have researched Britannia’s segmentation strategy and it is as follows:

• Demographic Segmentation

• Kids:- Fruity Rolls, Tiger and treat
• Matured People:- Good Day, Cream Cracker
• Youth:- Little Hearts, Cream Biscuits
• Gender:- For All

 

• Behavioural Segmentation

  • Benefits:- for health benefits, all Nutri products, tea time snack biscuits
  • User Status:- Little Heart Biscuit and time pass.
  • Usage Rate:- Marie Gold is for high usage rate Customers.
  • Occasion:- Snack Biscuit, Fruit rolls.

• Psychographic Segmentation

  Britannia in the past 100 years has adapted accordingly to the Indian market and requirements like running a few of the successful campaigns and offering some great products according to age group.

 

Targeting

Targeting is the step that follows segmentation, in which the company selects the customer types it wants to serve. Britannia in the past 100 years has not only focused on the new generation of kids but also has focused on elderly people by various products:

• Britannia Tiger- Low price and for low-income group
• Britannia Marie Gold:- Biscuit and Family size.
• Treat fruit roll:- For children during the celebration and occasional time.

 

Positioning

This is the final step of the process in which after deciding the customer the company wishes to target, it decides what kind of messaging or kind of stance they should take while marketing the product. 

Britannia has many brands in its portfolio and it smartly manages to use each of them to position itself in all segments. Have a look at their smart positioning:

• Tiger:- Positioning for the mother to choose for kids
• Little Hearts:- Positioned as snacks for young people.
• Good Day:- Positioning is as everyday biscuits which brings happiness in everyone lives

After discussing the marketing mix of Britannia, let us now discuss the social media strategy employed by Britannia to win over its customers.

 

Britannia’s Social Media Strategy

In this era of digitalization, it has become very important for companies to promote themselves on social media platforms. Britannia has been doing its best on Social Media as well as to achieve its communication aims. 

Instagram: Britannia has a total of 7,158 followers and they usually post their newly launched products and creative banners and schemes for different festivals.

 

Facebook: On Facebook, Britannia has a total 25,727 likes on their page and they usually post short advertisement videos and posts, contests.

 

Twitter: It has 14,700 followers on Twitter. It uses the same creative ideas on Twitter as on Facebook and Instagram.

 

Marketing Campaign of Britannia 

Britannia’ is a century-old brand and is well known for its marketing campaigns in India. We will take a deep dive into some of it’s most iconic campaigns and why they touched the hearts of its customers.

 

#KushiyokiZiddKro

The Brand has done a campaign in which they feature Bollywood actor Deepika Padukone in which she urges people to focus on the goal and chase the real deal, and this message has been simply conveyed as “Khushiyon ki zidd Karo”. In simple words this message means one should stay happy and pursue happiness, then every day will be a Good Day.

 

#Bourbon Campaign 

The company rolled out a new campaign for one of its most loved brands, Bourbon.

In this campaign, the company focused on Friendship and connected it to people whose lives are around their friends and designed a campaign that is built on fulfilling the joyous moment with best friends.

 

#Britannia kaho world cup jao

India has always had a cricket fever. So Britannia exploited this cultural bond as a great opportunity and launched a campaign named “Britannia Khao world cup jar.” This campaign brings together the two powerhouses of India- food, and cricket.

 

Britannia’s Influencer Strategy

Influencers, owing to their mass reach, are important to every Industry. It helps in cutting through the noise and attracting the followers of the celebrity to your brand directly. Britannia has a sizable and trusted network with famous influencers and their fan following.

Recently, Saif Ali Khan and Shipra Khanna were seen whipping up cheesy dishes in Britannia Cheese StarChef.

Vinay Subramanyam, Head-Marketing, Britannia Industries, shared more on the Little Hearts campaign featuring rapper Kaam Bhaari and actress & influencer Ahsaas Channa.

Britannia Good Day unveils ‘Khusiyon ki zidd Karo’ with Deepika Padukone. 

Bollywood celebrities Vidyut Jamwal and Bhumi Pednekar were also seen encouraging people to make a healthy start and participate in Britannia’s #TheNutrimovement. 

 

Britannia’s Marketing Strategy Analysis

Britannia’s marketing and social media campaigns are more focused on connecting taste, nutrition, and moments of life. It has successfully occupied a major market share in the bakery, biscuits, and dairy industry. Britannia has also focused on new product development and promoting nutrition and health. Similarly, Britannia has been using influencers and celebrities for its various marketing campaign promotions.

To further understand Britannia’s marketing strategy, we have done a pain point analysis based on our research.

Pain Points 

• The social media presence of Britannia is relatively low with only 25K followers on Facebook, 7K followers on Instagram, and 14K followers on Twitter. 
• The Brand has been following the only conventional style of marketing with celebrities and missing out on Influencer Campaigning which can create a significant impact on social media networks.
• The Marketing strategy of Britannia is less aggressive as compared to its competitors like Parle G, ITC, Influencers
• The Brittania being the largest name in the food industry should focus on promoting health and nutrition through their products.

We can clearly see that Britannia needs to bring the level of commitment and focus on its digital marketing efforts as they have put in their traditional marketing methods. With big pockets and sound business fundamentals, Britannia can face its competitors on all grounds if it quickly adapts its marketing efforts and modernises.

 

Conclusion

Brittania has been successfully developing and generating trust among consumers by delivering a trust base and quality products. The marketing strategy of Brittania is product-centric where the company has been highlighting the taste and nutrition. 

Various brands like Parle G, ITC are giving neck-to-neck competition to Brittania in terms of market share and new product development. Britannia’s marketing strategy has to change with the current market trends to gain customer attention.

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