個案資料
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Britannia Industries: Maintaining a Market Lead
內容大綱
In 2015, Britannia Industries — India’s most recognized biscuit brand — had overtaken Parle as the market leader in the biscuit (cookie) category and faced stiff competition from Parle, ITC’s Sunfeast, and many regional competitors. Britannia had to devise a strategy that would allow it to further consolidate its leadership position without losing market share; increasing the price alone was not an option in this highly competitive market. What could Britannia do to remain India’s number-one biscuit maker? How could it stay ahead of its rivals in the area of product innovation? In a market swamped with near-identical product packaging, it had to devise a strategy that would help it avoid an identity crisis and make it the consumer’s first choice. The company’s senior management needed to chart a clear roadmap for the future.
學習目標
This case is designed for use in an MBA-level marketing course in segments on the marketing strategies of market leaders, brand management, and analysis of potential business opportunities. The case offers an opportunity to apply marketing strategies, such as customer value, market leadership, and brand management and, in doing so, to build a rigorous understanding of different marketing strategies as platforms for growth. The key teaching objectives are:<br><ul><br><li>Understanding the importance of branding programs in building a market leader.</li><br><li> Evaluating the market leader’s marketing strategies in share maintenance.</li><br><li> Understanding brand management concepts, such as the bull’s-eye for brand positioning and the brand-resonance pyramid.</li><br></ul>