Bourbon Marketing-a failed campaign

BON 6 ~ A Failed
Campaign

A Preview
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Turning 60 and growing big
Positioning shift towards youth
'Unbox the Bon6‘
Occupying the discussion space
www.britanniabourbon.com

Current Market Competition
Competitors :
Parle, Nestle,
Dukes,
Priyagold etc.

Potential Entrants

Britannia
Bourbon
Bargaining
power of
Britannia
Quality,
increasing
ingredient cost

Bargaining
power of
Consumer:
Homemade
cookies, switch
to local brands,
local bakers

Substitutes:
Namkeens,
Chips,
Chocolates,
Homemade
snacks

A few Marketing Metrics

Sources
• http://www.campaignindia.in/Video/3
93229,britannias-bourbon-turns-60re-launches-with-thoda-aur.aspx