brand management case makeover of britannia
- Describe the current situation for BIL in detail â€“ include the timeframe, product-market focus (beginning of case â€“ 1997), managementâ€™s rationale/reasons for expansion (outside biscuit market). No need to discuss plans for growth here; just what factors serve as an impetus for growth.
- Provide an analysis of the product-markets for potential expansion (e.g., dairy products, food). Include the size of the market, growth rates (where included), and competitorsâ€™ market share (including BIL). Why did management choose to expand into these product-markets? What was the risk of remaining in the biscuit product market?
- Identify and discuss the expansion and necessary changes to positioning strategy for BIL. Discuss the new look and all changes; explain why changes were made. Include the new product categories and new brands utilized for the growth strategy. What was the rationale for creating new brands for products?
- Discuss the successes for BIL â€“ include percentage of market share captured in product categories, the ability to break into competitorsâ€™ domains (e.g., butter, cheese, dairy-whitener). Discuss the emphasis on â€˜brandsâ€™ vs. â€˜productsâ€™ for the Indian market â€“ what factors mattered to Indian consumers?