Corporate Giant Britannia is paving the way for a media pitch and is in the process of inviting agencies to participate in it. As per sources, the corporate giant is in the process of shortlisting the agencies. Key officials in Britannia, however, refuse to ascertain the same.
As per unconfirmed sources, the agencies which have so far been shortlisted include the three incumbents — Initiative, Madison, Mediacom, in addition to Media Edge and MPG.
The entire Britannia account (including biscuits, diary business and corporate) is pegged close to Rs 40 crore! The intention behind the entire expedition, as per the sources, is to consolidate the entire media mandate under one agency.
As of now, while the media AOR for Britannia biscuits is Initiative, the AOR title for the diary business lies with Mediacom. Madison’s entry into the scheme of things is fairly recent. In July 2003, it was appointed as the strategic planning and media innovations partner for the corporate advertising of Britannia
Foods major – Britannia Industries (BIL) is one of the leading producer of biscuits and other bakery products. BIL has a major advantage of advantage of the interest taken by the French collaborator Groupe Danone (one of the leading players in bakery products business). The association with Groupe Danone has been a good technological support to BIL. The company is jointly controlled by Groupe Danone of France, which is holding 22% stake and Nulsi Wadia group, again one of the leading industrial houses in the country.
Britannia enjoys a prominent position in the industry. Over the last couple of years, it has trimmed down its wide product portfolio and began to focus on value-added instead of low-margin products. The company divested a range a range of unrelated business interests in soybean extraction, edible oils, export of cashew nuts and shrimp, granites and software. Britannia is the market leader in the 1.2-million tonnes Indian biscuits industry with a 60% share. It mainly caters to the premium segment.
With the launch of Tiger brand, it took a plunge in the low-end category, competing head on with Parle, which is the leader in this segment. The company has also diversified within dairy and bakery products to enter the butter, cheese and ghee markets. Britannia has built an enviable retail distribution network, which services 400,000 retail outlets in 2,200 towns with the help of 2,500 distributors. The company is aggressively expanding its network with a bias towards the rural markets.