Britannia Industries Limited has chalked out an umbrella branding strategy for `GoodDay’. As a first step in this direction, the company rebranded its Merricake range of small cakes and relaunched the same under the Britannia GoodDay name in January this year. The company plans to further grow the number of product offerings under the GoodDay name. It has already launched GoodDay Plum Cake priced at Rs 35 for a 300 gm pack.
GoodDay is one of Britannia’s stronger sub-brands with a variety of offerings in the cookies segment of the Rs 2,000-crore Indian branded biscuits market.
“The decision emanates from consumer research conducted late last year which highlighted tremendous potential for the GoodDay brand equity and its extension possibility to other categories,” says product manager Britannia Industries Limited, Somesh Dayal, commenting on the fresh strategy for the GoodDay sub-brand.
The GoodDay basket of small cakes address a variety of price points- including convenient packs priced at Rs 5.00 to larger packs priced at Rs 20. In the future the company will grow the GoodDay basket of goodies with the addition of new products with rich ingredients from time to time. With the GoodDay range of cakes the company is looking at growing the nascent branded cakes market in the country. Only one third of the small cake market is in the organised segment, say analysts. Cakes currently contribute about two per cent to the Britannia’s turnover.
The company enjoys a 25 per cent share of the market. The small cake market is however dominated by Monginis with a 40 per cent market share. This despite the fact that Monginis, as opposed to Britannia, is present in Western India only.
All Britannia products share the common communication platform of `Eat healthy, think better.’ However, sub-brands have developed distinct values and target audiences-for example, the Nutri-Choice range of biscuits which drives heavily from the `health’ plank. GoodDay will hence be positioned on the `source of richness’ platform. Says Dayal,“GoodDay will stand for a brand with rich ingredients, offering taste and eating pleasure.” GoodDay offers three variants of cookies in the branded biscuits market currently.
Britannia Industries leads in the Indian branded biscuits market – which are the revenue drivers for the Rs 824 crore company. Rival Parle Foods Limited is currently number two in this market with around 38 per cent market share.
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