Case Studies and Management Resources
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Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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As a first step in its makeover plan, BIL hired a Paris based design studio- Shining Strategic design, to craft a new logo and corporate slogan. Its work involved understanding the perceived and potential value of the brand where everything from colours and symbols to the typeface, was evaluated. The work also involved looking at the potential of the market and seeing where BIL could venture in future. Research3 showed that the brand 'Britannia' was synonymous with trust and quality, and the wide portfolio of products was seen as a source of strength. But, BIL was aiming at faster growth, by expanding its business within the bakery segment and in select synergistic areas.
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Consumer research conducted with these specific objectives in mind, brought to the fore two key issues: 1. Although the brand had tremendous strength associated with it, it needed to communicate modernity strongly. 2. It needed to assure the customers that apart from being a trusted and a familiar brand, it was also a contemporary one, and changed with the times. The fact that the existing brand was too closely associated with the bakery business, could have been a hindrance to BIL's diversification efforts. Therefore, Britannia needed a more dynamic expression. So there was a need to restage the logo, with the twin objectives of communicating modernity and dynamism. While developing the new logo and brand statement, the existing red and white shield like unit was retained with a modern rendition. |
The new corporate identity had three colours red (symbolising energy and vitality), green (nutrition and freshness) and white (purity) which collectively represented what consumers looked for in foods and beverage. Research had shown that the brand statement, Eat Healthy, Think Better, captured the essence of the Indian concept of the unity of body and mind. During the developmental process, care had to be taken to ensure that there was adequate representation of all social economic strata in urban and rural India, for 'Britannia' as a brand, cut across a cross-section of consumers.
3] Between late 1995 and early 1997 BIL conducted qualitative and quantiative research surveying over 5000
consumers to find out how they perceived the brand.
Case Code : MKTG006
Themes: Marketing Mix
Case Length : 8 Pages
Period : 1997-2000
Organization : Britannia Industries Ltd
Pub Date : 2001
Teaching Note : Available
Countries : India
Industry : Food, Beverages & Tobacco
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