marketing product

1. Company Profile
In 1892 to be precise, a biscuit company was started in a nondescript house in
Calcutta (nowKolkata) with an initial investment of Rs. 295. The company we all know as Britannia
today.Britannia mechanized its operations, and in 1921, it became the first company east of theSuez
Canal to use imported gas ovens. Britannia's business was flourishing. But, moreimportantly, Britannia
was acquiring a reputation for quality and value.On the operations front, the company was making
equally dynamic strides. In 1992, itcelebrated its Platinum Jubilee. In 1997, the company unveiled its
new corporate identity -"Eat Healthy, Think Better" ±In 1999, the "Britannia Khao, World
Cup Jao" promotion further fortified the affinity consumershad with 'Brand Britannia'.Britannia strode
into the 21st
Century as one of India's biggest brands and the pre-eminentfood brand of the country. It was equally
recognized for its innovative approach to productsand marketing: the Lagaan Match was voted India's
most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-
Chaska became India's mostsuccessful product launch.In recognition of its vision and accelerating graph,
Forbes Global rated Britannia 'Oneamongst the Top 200 Small
Companies of the World', and The Economic Times peggedBritannia India's 2nd Most Trusted Brand.
Britania Bourbon
‡Rich & Delicious chocolate packedbetween two crunchy chocolate biscuit‡It is best enjoyed while
biting it witha cup of coffee, while reading books &by sharing it with friends with lots of gossip &
gupshup.
Bourbon is a rich man¶s cookie delight‡Bourbon is a perfect blend of
Cream &Biscuit‡
Chocolate is a flavour of all seasons.‡Bourbon is loved & enjoyed by everyonefrom
Childs to Adults.‡Sugar sprinkled on the top layer of thebiscuit adds a Unique taste & look.
Product Diffrentiation
‡Form-
Chocolate stuffed between tworectangle shape biscuits with little sugar on top.‡

2. Design-Small Holes are designed on thetop to show the core chocolate & for spreading the aroma of
chocolate‡
Quality-
Chocolate is used in appropriateqty to match the taste of the biscuit.
Product Positioning
Bourbon, Good Day, Hide N Seek
Special cookies
50-50 ,Crack Jack, Monaco
Basic cookies
Parle, Tiger, 20-20,
India's first and favourite Bourbon's sweet adventure began in 1955.
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Since then Bourbon lovers across the country have been caught opening thischocolate couplet, licking
the cream, and nibbling at the melt-in-your-mouthbiscuit, bit by bit.
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Whatever the occasion, wherever the hangout, Bourbon makes for greatcompany. You can grab your
very own NanoPack or a Pocket Pack.
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The Hangout Pack is just right for chilling with friends. Take along a Party Packfor... yes, a party! And the
Gift Pack will surely win you a few brownie points!
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So go on, give yourself a happy high with a quick dose of Britannia Bourbon!
Product Positioning
Before its treat after its borbon

3. 
Britannia's Bourbon biscuits, the brand had been traditionally placed in the µTreat¶portfolio in
Britannia, a kid¶s indulgence brand whereas Bourbon goes in theadolescent/adult indulgence category.
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The task was to align the name and positioning of the brand to its audience.
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The brand needed to reflect the attitude of the target consumer and to be launchedas a category in its
own right.
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The idea, therefore, was to study the target consumer psyche, their buying patternsand lifestyle that
could be reflected on the pack.
product Differentiation
Design
Bourbon has a unique rectangular shape a scompared to regular biscuits which were round in shapes
invariably rectangular in shape.
Feature
Unique mouthwatering ole cream fillings.
Quantity of biscuits in packet are more. Very crispy
Quality
Chocolate is used inappropriate qty tomatch the taste of the biscuit.
perfect blend of Cream& Biscuit
Product Pricing
Cost of sheet Rupees
Cost of production1.00
Company's Profit1.50
Packaging0.50

4. Promotion2.00T
ransportation1.00S
elling and Distribution1.75
Cost to distributor7.75
Distributor profit0.75
Cost to Wholeseller8.50
Wholesaler profit0.50
Retail cost9.00
Retailer Profit1.00
MRP10.00