Britannia to use small packs to stimulate sales

Britannia to use small packs to stimulate sales
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First Published: Tue, Jun 16 2009. 11 31 PM IST
Updated: Tue, Jun 16 2009. 11 31 PM IST
Bangalore: Biscuit maker Britannia Industries Ltd is set to rejig its marketing strategy by introducing lower-priced variants of its popular biscuit brands.
The company expects the new pricing will attract more customers for these products at tea kiosks in urban, semi-urban and rural areas.
The company will now sell Good Day, Bourbon and Treat brands in Rs5 packs.
Britannia plans to make all of these biscuits available even at small tea shops.
Commenting on the buscuit maker’s new strategy, Harish Bijoor, chief executive of Harish Bijoor Consults Inc., said: “This strategy can contribute to large volumes, especially from rural areas. Since such packs are affordable, consumers get an opportunity to buy impulsively. I expect this move to contribute in excess of 15% of Britannia’s revenues in the first year alone.”
cnbctv18@livemint.com
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First Published: Tue, Jun 16 2009. 11 31 PM IST