Marketing Mix of Good Day Biscuits and 4Ps (Updated 2024)

The Marketing mix of Good Day Biscuits analyses the 4Ps of Good Day Biscuits, which includes the Product, Price, Place, and Promotion of Good Day Biscuits. Good Day Biscuits is a flagship product of its owner company, Britannia Industries. It is a joint venture with an Indian company, and the product was launched in the consumer market in 1986. Brand Good Day is associated with the food products industry and deals in making delicious biscuits.

As its potential customers, the company has targeted people of all ages and classes, including adults, children, upper-class, middle-class, and lower-class. Some of its essential competitors are as follows-

• Parle biscuits
• Unibic Cookies
• ITC

About Good Day Biscuits

• Type: Good Day Biscuits is a brand of cookies manufactured by Britannia Industries Limited.
• Industry: Food and beverage
• Founded: 1986
• Founders: Suresh Wadhawan
• Headquarters: Kolkata, India
• Area served: India
• Current CEO: Varun Berry
• Number of employees: 15,000+
• Major products: Good Day Cookies, Good Day Cashew Cookies, Good Day Chocochip Cookies, Good Day Marie Gold Biscuits, Good Day Milk Bikis Biscuits

Good Day Biscuits Product Strategy

Biscuits are a daily part of everyday life as people tend to have them at teatime or any other part of the day as snacks. It is a primary product produced by the R&D of Britannia and is popular because of its rich and unique taste. Good Day is available in different pack sizes like 100gm and 300gm. Some of its variants available in the consumer market are as follows-

• New Good Day Cashew- It tastes great and has an abundance of nuts on its surface.
• New Good Day Nuts Cookies- It has a crunchy and soft taste, including a nutty experience. Cookies are made with unique ingredients like delightful almonds and the goodness of cashews and pistachios.
• New Good Day Butter- It has a crunchy bite with a delightful aroma.
• New Good Day Choco-Chip- It is a flavorsome cookie that promises a bounty of chocolate with every bite. Crunchy cookies are blended with chocolate chips to provide a delicious product.
• Good Day, Choco Chunkies- It is a sheer chocolate indulgence, and this product has taken special care to balance milk and dark chocolate chips. Chips maintain their soft condition even after baking, providing a heavenly chocolate experience.
• New Good Day Choco-Nut- It blends crunchy nuts and rich cocoa in a cookie. A duet of delectable flavors is guaranteed with every bite.

The product mix of Good Day Biscuits in 2023 is as follows(Source)

1. Good Day Butter Cookies: These are classic butter-flavored cookies known for their rich buttery taste.
2. Good Day Cashew Cookies: Cashew cookies are made with cashew nuts, providing a nutty and crunchy texture.
3. Good Day Pista-Almond Cookies: These cookies include the goodness of pistachios and almonds, offering a delightful blend of flavors and textures.
4. Good Day Choco Chip Cookies: Choco chip cookies contain chocolate chips, providing a sweet and chocolaty flavor in each bite.
5. Good Day Choconut Cookies: A combination of chocolate and coconut, these cookies have a unique taste with coconut bits and chocolate flavor.
6. Good Day Nuts Cookies: These cookies may include nuts such as almonds, cashews, and pistachios, creating a nutty and crunchy experience.
7. Good Day Chunkies: Chunkies are typically thicker cookies with larger chocolate chunks for a more indulgent chocolate experience.
8. Good Day Thin Cookies: Thin cookies are lighter and crispier versions of the classic Good Day biscuits.
9. Good Day Rich Pista Badam Cookies: These cookies focus on the rich flavors of pistachios and almonds.
10. Good Day Nuts & Raisins Cookies: These cookies may contain a combination of nuts and raisins, providing a balance of sweetness and nuttiness.

Good Day Biscuits Place Strategy

Good Day is one of the most popular and recognized brands of Britannia and markets its products through the widespread distribution network of its parent company. The brand has appointed distributors in charge of dealers and retail outlets.

Products are available in both rural and urban parts of India. They are readily available in grocery stores, corner shops, supermarkets, hypermarkets, discount stores, convenience stores, modern outlets like D mart and Big Bazaar, and institutional organizations like airlines, hotels, and railways.

Good Day, as a brand of Britannia Industries, typically employs the following place strategy:

1. Extensive Distribution Network: Good Day products are distributed through an extensive network of retailers, wholesalers, and distributors across various regions, ensuring widespread availability to reach both urban and rural markets.
2. Retail Presence: The brand maintains a strong presence in various retail outlets, including supermarkets, convenience stores, and local grocery shops, making it easily accessible to consumers during regular shopping trips.
3. Urban and Rural Reach: Good Day products are strategically positioned to cater to urban and rural markets, ensuring consumers from diverse demographic segments can access and purchase their biscuits and cookies.
4. Online Retail Channels: To tap into the growing e-commerce market, Good Day has a presence on popular online marketplaces and its official website, allowing customers to order products online and deliver them to their doorstep.
5. Export Markets: Britannia Industries exports Good Day products to international markets, expanding its reach beyond India’s borders and catering to the preferences of global consumers who appreciate high-quality biscuits and cookies.

Good Day Biscuits Pricing Strategy

Good Day Biscuits is considered a power brand by its owner company as its total sales and estimated worth are nearly one hundred crores. It faces stiff competition from several rival companies in the consumer market. The brand has taken note of its competitors’ prices and consumer’s reaction to those price ranges.

After a complete evaluation, it has developed a competitive pricing policy for its products that will help undermine the efforts of rival companies to reach out to its loyal consumer base. As the brand wants to penetrate every nook and corner, it has decided on a penetration policy and has adopted an economic pricing policy for dairy products. This will help make products affordable and will thus lead to larger sales volume and, ultimately, more significant revenues.

Here’s an overview of Good Day’s price strategy:

1. Value-Based Pricing: Good Day follows a value-based pricing strategy, which means that its pricing is determined by the perceived value it offers consumers. The brand positions its products as premium-quality biscuits and cookies and prices them higher than many generic or lower-tier competitors.
2. Premium Pricing: Good Day’s pricing is characterized by a premium or higher-than-average price point compared to other biscuit and cookie brands. This pricing strategy is supported by the brand’s reputation for quality and taste.
3. Price Discrimination: Good Day offers a range of product variants at different price points to cater to a diverse consumer base. For example, while classic variants like the Butter Cookies may be priced at a premium, the brand may offer more affordable options for specific variants like the Thin Cookies to attract a wider audience.
4. Promotions and Discounts: While maintaining its premium positioning, Good Day periodically runs promotional campaigns and offers discounts to incentivize purchases and reward loyal customers. This can include bundled offers, seasonal promotions, or unique edition products.
5. Market Sensitivity: Good Day monitors market dynamics and consumer preferences closely. If there is a need to adjust prices due to changes in raw material costs, competitive pressures, or shifting consumer demands, the brand does so strategically to maintain its value proposition and market share.

Good Day Biscuits Promotion Strategy

Britannia Good Day Biscuits has adopted an aggressive marketing strategy of intensive nature to market its products in the consumer market. It has created some catchy taglines that have helped the brand impact the consumer mindset positively in its marketing plan.

It’s a Smile that Makes it a Good Day, and Har cookie mein kayi Smiles are some of its famous taglines. The brand has a new logo, attractive packaging, and a smiley design for its products that increase its product visibility.

Good Day employs a promotion strategy that combines traditional and digital marketing strategies and channels, including television advertising, social media campaigns, and influencer partnerships, to create widespread brand awareness.

The brand frequently runs promotional contests and offers to engage consumers and reward brand loyalty, and it leverages its association with quality and taste to communicate its value proposition effectively.

Britannia has adopted Umbrella Branding for Good Day, and all its campaigns emphasize its unique taste, rich ingredients, and distinctive flavors. Its ads are broadcast on national television, radio, newspapers, magazines, and social media platforms like YouTube.

The company has roped in famous actor Deepika Padukone as its brand ambassador, and she is also seen in its various ads.

Some Recent Video ads and Print ads of Good Day Biscuits are:

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