Makeover of Britannia

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG006 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 8 Pages
Period : 1997-2000
Pub Date : 2001
Teaching Note : Available
Organization : Britannia Industries Ltd
Industry : Food, Beverages & Tobacco
Countries : India


The case documents issues relating to the repositioning and diversification exercise carried out by Britannia, analyzing each step it has taken in detail. In 1997, Britannia kicked off its repositioning exercise when it changed its logo and corporate slogan as a first step in its makeover plan aimed at transforming the company from essentially a 'bakery' business to a 'food' business. Subsequently as a part of its diversification plans, it entered into the 'dairy' business. The case examines in detail the process of such a makeover and tries to study the rationale behind it from a marketing and strategic perspective. The case also throws light on the strategies followed by Britannia in its makeover exercise.


Repositioning exercise carried out by Britannia in 1997, transforming from a 'bakery' business to a 'food' business.


  Page No.
A Path Less Travelled 1
'Food for Thought' 2
Donning A New Look 3
The Balancing Act 3
The Road Ahead 6


Repositioning, diversification, Britannia, 1997, Britannia, logo, corporate slogan, makeover plan, transforming, 'bakery, diversification plans, dairy, business, marketing, strategic perspective

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