Britannia for major advertising campaign to promote brand name

September 29th, 2008 - 8:54 pm ICT by IANS  

Chandigarh, Sep 29 (IANS) After a gap of five years, leading biscuit maker Britannia is all set to launch an advertising campaign to promote its brand name on the electronic media next week.”We have not promoted Britannia brand as such in the last many years as we were only promoting our singular products like Tiger biscuits or Good Day biscuits,” Britannia category director Anuradha Narasimhan told reporters here Monday evening.

“However, this was part of our marketing strategy. At first, we wanted to strengthen the image of the products that we are offering in the minds of the spectators. And now, we will work for the image building of Britannia brand by launching two commercials on television,” Narasimhan said.

In India, Britannia biscuits are leading with over 33 percent of the market share. Britannia has its manufacturing units at 70 locations across the country.

Presently, Britannia is offering biscuits, cakes and breads under the brand. The latest addition in their offering is Britannia daily fresh curd that was launched in Feb 2008 in some parts of the country.

“In India, packed food market is of about Rs.600 billion ($13 billion) of which the biscuit market accounts for Rs.80 billion. In 2007, Britannia’s share in the biscuits market was Rs.27 billion,” Narasimhan said.

She added that in India, the average per capita consumption of biscuits per year is 800 grams whereas in the developed countries it is over 2.4 kilograms.

“We are increasing our market operations throughout the world as Britannia biscuits were launched in Sri Lanka last month. In 2007, we had acquired two companies in the Middle East,” she said.

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