... different products of Britannia dairy Industry, the places where it has targeted its market, the prices of the products in volume terms and its strategy for marketing the product through different kinds of advertisement, promotional events and television advertisement. INTRODUCTION In 1892 to be precise, a biscuit company was started in a nondescript house in Kolkata with an initial investment of Rs. 295. The company we all know as Britannia today. (www.britannia.co.in) In 1997 Britannia entered the Dairy business. This was combined with the 'Re-branding' of the company itself, where the logo was modernized for the first time in almost 80 years. Britannia entered the dairy business with two products - Processed Cheese and Dairy Whitener. In 2002, Britannia's New Business Division namely 'Britannia Milkman' formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. (www.wadiagroup.com) SWOT analysis of Britannia Processed Cheese Strengths: * Demand ...

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