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Britannia Biscuits – A Marketing Strategy
Britannia Biscuits – A Marketing Strategy
ABHISHEK KUMAR , ADARSH JAISWAL , ABHISHEK VERMA
Ms. Zoha Fatima
Assistant Professor
Galgotias University
BACHELOR OF BUSINESS ADMINISTRATION
SCHOOL OF BUSINESS
EXUTIVE SUMMARY
After going thick on the things, now time is to make a complete picture. While making a product a SKU (stock keeping unit) of the shop retailers think about the GMROI (gross margin return on investment) and they promote the brand which provides them highest. They expect return in the form of profit margin, company schemes, window display and reference of the shop. Among these, company schemes make the difference and are the highest sources of motivation after profit margin. Retailing demands a constant push from the company.
Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers can’t help quality and price. It is only up to manufacturers to deliver what consumer wants. I need to stress on it because 58% retailers said that it is demand why they sell Britannia. 61% agree that at retail shop it is brand popularity, which determine the purchase of biscuit.
There is a greater need to understand the retailer behavior. Considering them as a team, working for the company may help them to be attached to the company. There should be a feeling of belonging to the company in inner of the retailers.
