Abstract

The case documents issues relating to the repositioning and diversification exercise carried out by Britannia, analyzing each step it has taken in detail. In 1997, Britannia kicked off its repositioning exercise when it changed its logo and corporate slogan as a first step in its makeover plan aimed at transforming the company from essentially a ‘bakery’ business to a ‘food’ business. Subsequently as a part of its diversification plans, it entered into the ‘dairy’ business. The case examines in detail the process of such a makeover and tries to study the rationale behind it from a marketing and strategic perspective. The case also throws light on the strategies followed by Britannia in its makeover exercise.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Repositioning exercise carried out by Britannia in 1997.

Keywords

Repositioning, diversification, Britannia, 1997, Britannia, logo, corporate slogan, makeover plan, transforming, 'bakery, diversification plans, dairy, business, marketing, strategic perspective