Behavorial segmentation
Benefits sought: Biscuits are widely popular from rural to urban segments and available in different flavors and price range. But with increasing affluence, the Indian customers are moving towards the health conscious sector. Especially in urban sector, with increasing work load and stress in their lives, people are getting attracted towards health product segment. Britannia has identified this behavioural change in the urban population of India and hence marked this market segment of health conscious people.
Purchase behaviour: India is traditionally price-oriented market. Indian consumers prefer quality but within certain price range. New products in the market are placed with specific balance between price and quality. In healthy biscuit segments, there are very few players like Threptin which tend to be on the higher side of the price range. Here Britannia with its mass production advantage has used this leverage to promote its health products in a lower price range than conventional health biscuits.
Usage: In Indian households, biscuits and savory snacks are the most commonly consumed items. They are consumed by people under all segments. Here if the biscuits are aligned to the health aspects of the individuals within their affordable range, the consumers will be ready to buy such products. Also, diabetic patients have a strict diet schedule and if a product specific to their diet requirements is placed, it has a high chance of being successful.
Perceptions and beliefs: Biscuits are inherently treated as a healthy product with parents giving their children biscuits to supplement their nutritional diets (such as Tiger, Parle-G and Glucon-D).Hence the consumers are already aware of the possible additional benefit of health aspect that biscuits can provide. So it is easier to promote biscuits with added nutritional value in the market.