30 professors of international repute to IIPM
For years, Britannia had known only Parle as competition and that too primarily in the glucose segment. The premium cookie segment of the market was dominated by its own brands, including Good Day, 50:50, Little Hearts, Treat, et al. A few years ago, an aggressive ITC sauntered in with its Sunfeast brand and Britannia’s cookie cart showed signs of tumbling. To deal with the challenge, MD Vinita Bali launched Britannia’s new healthy positioning last April. She re-jigged Britannia’s portfolio by dividing it into ‘delight and lifestyle’ and ‘health & wellness’ and even hired two independent category directors for the same. The strategy hit bull’s eye. The cookie major has grown at an average of 21% (till December 08’) ever since and is eyeing a $1billion turnover by 2011 (see cover story)!
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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