The winning strategy - Biscuit Industry

@Muralidharan:  Agreed. But i see their success is due to their constant innovations in the product line.

However, as a student of Management, i wonder what could be the ways in which an international player could attack Britannia and grab a considerable share of the pie in such a price sensitive market.

Playing with the four Ps to get the mix right is very essential, with extra stress to Promotion and Price. As i see it in the low involvement products, Indian consumers can be steered in by the Price and Promotion.

1. Effective and Innovative in-store support

The decision to try out a new product (Considering the ads are not running yet) happens in Supermarkets most of the time. By using effective and innovative in-store, they can stimulate Impulsive purchases.

2. Retailer support

As an entrant, i see the bargaining power of Retailers to be larger. Hence, highly competitive retailer margins should be provided in the conventional trade as well

3. Innovation in Flavor and taste

Food is one thing that Indians are very choosy about. But at the same time, a large majority are now willing to experiment with new flavors. Let the race to innovative flavors begin.

Britannia is a house-hold name in the Indian market.  Having penetrated the market to the grass-root level, they are in a better position to adjust themselves in any given situation, without having to incur additional expenditure on overheads and advertisements.  That's their USP!