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Our Bureau

Bangalore, Sept. 26 Biscuit maker Britannia Industries has carried out some key changes in its marketing division and increased focus on some of its brands ahead of a new corporate campaign which will be the first in over a decade.

The new corporate campaign will focus on how Britannia is much more than a biscuit maker.

“The new campaign called Zindagi mein Life, will reflect the ethos of the company. It will strengthen our positioning and take forward our ‘eating healthy, thinking better’ campaign,” Britannia’s vice-president for sales, marketing and innovation, Mr Neeraj Chandra told Business Line.

The company plans to spend between Rs 15-17 crore for the new campaign.

Mr Chandra said the marketing and development team have been strengthened. It has been divided into two business categories — health and wellness and indulgence and lifestyle.

Mr Chandra said its popular brand Tiger biscuits and its bread product, which has hardly seen any advertising so far, have been fortified. The quality of the bread has also been upgraded.

A new campaign to promote the brand has been launched apart from creating more capacity for the product. This is part of the Rs 200-crore project to create more capacities for all the brands in the Britannia’s portfolio.

Britannia has also synergised the distribution of cake and biscuits, and strengthened the supply chain for bread, which is consumed daily.

Mr Chandra said Britannia’s three main focus areas are building competencies; product and process innovation and building integrated supply and delivery for its products. The Tiger and Good Day brands constitute nearly half of the total business, while its bread brand constitutes about 12 per cent.

Britannia expects to grow its market share to about 36 per cent during the next few years from about 33 per cent currently.

More Stories on : Strategy | Dairy & Dairy Products

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