Top Story

e4m_logo.png

Home >> Marketing >> Article

Britannia market share drops: ORG-MARG

20-December-2002
Font Size   16
Britannia market share drops: ORG-MARG

According to recent data available from ORG-MARG, Britannia's market share has dropped to 45.2 per cent in October from 46.5 per cent in September.

One of the top volume drivers for Britannia, Marie is seen losing market share to local brands. Though top-end Cream Treat and Maska Chaska are reportedly doing well, there has been decline in Marie, Good Day and Milk Bikies, the ORG-MARG report said.

Some regional players such as Priya Gold Biscuits are offering products replicating Britannia's mature brands at almost 50 per cent to 60 per cent less than Britannia's retail prices for similar products. According to analysts these players are not innovators but are very good in replicating old brands. Britannia's sale in semi-urban markets has been impacted by these local players, analysts said.

Parle has also launched several products across various price points which in addition to local players have "intensified competition’. But the analysts feel that that Britannia could gain its lost ground in near future through its new World Cup campaigns.

The company has already soft-launched cream variants of its growth engine Tiger in the semi-urban and rural markets. Britannia plans to double its sale of cream variants under Cream Treat by 2004 March. The high margins from Treat is likely to help Britannia shore up its bottomline in future, even as the company plans to plough back a part of the profit to boost the brand to sustain a longer journey.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Strategized and executed by WATConsult, the campaign portrays different personalities through different shades of make-up.

At the recent unveiling of the Pitch Madison Advertising Report 2018, industry leaders from Dominos, Titan Watches, Nature’s Basket and Big Bazaar drew their conceptual learnings on factors that build...

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.