From just a biscuit-baker to a legendary brand, Britannia has indeed come a long way…
And looking at the developments of the past year, the biscuit king seems to have set its sight on bigger targets! Since 2006, Britannia has innovated and introduced several new 
products in the market, revitalizing the brand, and making a conscious effort to bring youthful vigour into Britannia. It relaunched Tiger biscuits as Tiger Glucose, introduced new variants of Treat Duet, ‘Pepper Chakkar’ and renamed MarieGold Doubles as ‘50:50 Chutkule’. ‘Fruit Rollz’ was also introduced, besides the brand entering the ‘cake’ segment. If Britannia came up with a Greetings pack during the Diwali festive season, it also tied up with Walt Disney India for the innovative Jetix ‘Power Your Rangers’ contest, which had over 5 lakh kids participating across the country and witnessed its brand – Britannia Treat – record a 49% jump in sales. But even as the brand went all out to pump energy into itself, it plummeted 8 spots to occupy rank 35 this year in the 4Ps B&M rankings. So, what’s up? According to Tushar Bhattacharya, Senior Economist, FICCI, “The brand caters to regional needs and this is a definite weapon of theirs to fight competition. In the initial stages, the strategy might not be a hit, but then in the long term, undoubtedly it would be a winning one.” For now, we prescribe the brand as a glucose- laden high-energy diet!
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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