Makeover of Britannia

            
 
Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Makeover of Britannia case study (Case Code: MKTG006) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search




Please note:

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.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback


ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:

Price:

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

Themes

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

Abstract:

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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Issues:

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

Contents:

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

Keywords:

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

Makeover of Britannia - Next Page>>


Custom Search





Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

Fundamentals of Marketing Management
Textbooks Collection
 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.