TO WHOMSOEVER IT MAY CONCERN

It is certified that Mr___________________ S/o

_______________________ has been served with this

office/institution, ______________________ with effect from

________________ to __________________. The performance and

the character of the individual had been exemplary.

Station :

Dated : 2010
Assignment of Strategic Management

On

Tiger Biscuit

Submitted To: Submitted By:

Mr. Suraj Prakash Amit Kumar
Faculty, Amity University MBA (Rural Management)
III Semester,
A4011309013
Tiger, launched in 1997, became the largest brand in Britannia's
portfolio in the very first year of its launch and continues to be so till
today. Tiger has grown from strength to strength and the re-
invigoration in June 2005 and more recently, in Apr 2008 has further
helped bolster its growth in the highly competitive glucose biscuit
category. 

Tiger is a Glucose biscuit, which comes with the added goodness of

wheat and milk. It is for modern mothers who play an enabling role
for their children to compete in today's world and thus want the
best. Now Tiger Glucose has been fortified with "Iron Zor" with an
attempt towards addressing the Iron Deficiency crisis the children of
India face.

Over the years, Tiger has become the mass-market face of Britannia
symbolising fun and energy in both urban and rural India, and
transcending glucose biscuits. 

Tiger Coconut : Delicious Coconut Flavoured Energy Biscuits,

launched in 2001 

Tiger Creams : Was Introduced in 2002 at just Rs 5 per pack. Tiger

Cream is now available in Orange, Elaichi, Chocolate, Pineapple,
Strawberry and Butterscotch flavours, and promises to bring more
fun and more energy to children across the country. 
 Chota Tiger : Is an extension of brand Tiger launched nationally in
May, 2007. It is mini sized poppable glucose biscuit with coloured
sugar sprinkling. It comes in two variants: Milk Sparkies and Choco
Sparkies

Tiger Banana : Britannia is committed to help secure every child's

right to Growth & Development through good food everyday.
Purposefully taking forward the credo of 'Eat Healthy, Think Better',
we have launched a new variant under our power brand TIGER -
TIGER BANANA - power packed withIRON ZOR & and with the
delightful taste of banana.

IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack
has as much IRON ZOR as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this

nutritious and delightful snack for children.

Britannia Tiger Banana packed with IRON ZOR and goodness of

Banana is accessible to all, being available in convenient packs priced
at Rs.2, Rs.4 and Rs.10

SWOT ANALYSIS STRENGTHS: •Established brand name.

•Widespread Distribution Network. •Wide Range products covering
all segments. •Focus on rural markets. •Superior technology e.g.
SAP. •World-class factories. •Research and Development
department.
1. WEAKNESS: High overhead costs vis a vis competition from Parle,
Priya Gold.
2. OPPORTUNITIES: •Cost saving from lowering of excise duty on
bakery products. •Price hike in 100-gram Parle-G brand THREATS: •
 Unorganized bakeries. •Rising input costs. •ITC and HLL entry in
biscuits. Priya Gold and Anmol lower price offerings.
3. STRATAGIES: •Differentiate brand according to regiona
l disparities (product content, packaging etc.).
•Uttaranchal manufacturing facility will cover burdens significantly.
•Maintain the price to gain market share, focus on the Tiger brand
taste.
•Distribution thrust into interiors.
•Opening van markets.
•Restructure production facilities.
•Heavy advertising to create consumer pull and be allowed to
charge a premium. •Advertisements emphasizing the product quality
and nutritional value.
•Cut overheads.
•Preempt innovations by these players, got first mover advantage.
COMPETITORS OF TIGER BISCUIT
1 PARLE G
2 SUN FEAST
3PRIYA GOLD

SUGGESTIONS
 Advertisement policies should be improved. There are some
interior rural areas where it is not reached.
 We should adopt some new packaging style.
 We can also give discount as 20%, 25%,30% etc.
 We can introduced it in different flavours as pine-apple,
banana, guavava.