So what was needed was an increase in marketing efforts and the company seems to be doing just that. As Hemendra Mathur, Associate Director, Rabo India Finance, thumps optimistically, “Food companies like Britannia will acquire unorganized companies to expand in newer potential areas.” So, if Britannia’s buying a 50% stake in the Bangalore- based Daily Bread came as a surprise to any, it can all be attributed o its vigorous inorganic expansion strategy. But equally vital is t h e strengthening of its product portfolio. Reasons, Samarjit Singh, Managing Director of Candid Marketing, “In case of low involvement products like FMCG, variety makes it easier to capture the market.” As if paying heed to this reasoning, Britannia is now undertaking a lot of new launches (like Marie Gold Double with new flavour, pop-able pouch-biscuits, rusks, cup cakes, et al) and innovative repackaging.
Certainly, this baker knows what novelty and expansion means to his business!
For complete IIPM article click here
Source:- IIPM Editorial
Visit also:- IIPM Publication, Business & Economy & Arindam Chaudhuri Initiative
