December 2015
Intermediate to advanced
850 pages
41h 12m
English
Content preview from Strategic Management, Text and Cases by Pearson
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INTRODUCTION TO BUSINESS POLICY AND STRATEGIC MANAGEMENT
49
StRAteGY PRActice Game Plan of Britannia
With a turnover of `1666 crores in 2004,
Britannia’s turnover grew to `4974 crores
by 2012, a three-fold increase in eight
years. This feat is achieved despite the stiff
competition from Parle, ITC, Priyagold,
Kraft’s Oreo, and United Biscuit’s McVitie.
The growth is attributed to shifting the firm
from a biscuit company to a food company
with the compelling tag line ‘Eat Healthy,
Think Better’. There were two choices: eat
healthy, live better or eat healthy, think bet-
ter. The former was connected to the body
only, whereas the latter was connected ...
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