• Subject Name : Management

The Future of Social Media in Marketing

Table of Contents



Analysis of the Company's Digital Presence.

Pre COVID-19 digital presence

Post COVID-19 digital presence.

Proposal for Content Marketing.



Introduction to Content Marketing Strategy for Britannia Industry

When it comes to naming a popular brand in the FMCG industry in India, Britannia Industries is one of the well-recognized brands that is counted amongst many (Britannia Industries, 2019). The company takes pride in its century-old legacy and is famous for its eateries and confectionery products such as biscuits and cheese (Britannia Industries 2019). The company has a tremendous brand following and is backed by strong revenue figures and positive cash-flows. The objective of this report is to analyze the digital presence of Britannia Industries and propose a content marketing strategy that can help them improve their marketing impact on the target audience.

Discussion on Content Marketing Strategy for Britannia Industry

Analysis of the Company's Digital Presence

The company’s digital presence can be understood in two phases.

  • Pre COVID-19 digital presence (exchange4media, 2018) – The company completed 100 years of its existence in the year 2018 and marked a strong digital presence through launching 10 Television Commercials (hereafter, TVC) and a digital campaign. Television has always been a strong source of marketing on which the company has largely banked and benefitted from. The objective of launching 10 TVC signified the glorious 100 years of brand's existence in which the consumer has played an essential role. The commercials had a strong impact on the consumers and generated a positive response.

Likewise, the company officials admitted to the power and future of social media platforms and forayed into the arena with a short film that again had the objective of showcasing the theme of friendship tacitly focusing on the bond of the consumer with the brand. The content had received a decently positive engagement and response from the audience.

  • Post COVID-19 digital presence (Sharma, 2020) -

The present circumstances caused due to Coronavirus forced all the business sectors to reorient their business models and implement the marketing strategies differently. Management at Britannia industries also acted on the same and prioritized their content across digital platforms by focusing on social media platforms like Facebook, Instagram, Twitter and YouTube. The objective of their current content is largely aimed at providing aid to consumers to prepare delicious food conveniently at home owing to lockdown restrictions and safety measures. The company is now giving more focus on digital platforms and less on TV commercials, radio and Billboard advertising.

Proposal on Content Marketing

It is proposed that the company should continue to focus on digital platforms to increase productive engagement of brand visibility that will lead to better revenue and sales figures.

Proposed Digital Channels


Social Media Platforms

Company Website

Mobile Applications


Social Media platforms are considered to have the largest audience. They are easily accessible and generate maximum response making them an attractive choice for posting content and receiving intended outcome (Appel et al. 2019)

The company website provides the source of authentic and credible information that the consumer and other stakeholders (such as investors) can rely on. Posting relevant content on the website helps in generating interest and additionally, the consumers can easily connect with the company to provide suggestions or get their complaints addressed (Roopan, Yogesh and Sharaha 2019).

The increased availability of smartphones increases the utility and impact of mobile applications that have proven to produce positive results in terms of customer engagement and conversion of potential leads into sales (López García et al. 2019).

Media to be used

§ Videos

§ Blogs posts

§ Product Images

§ Generating tags and Hashtags to create a trending impact

§ Product Information

§ Videos

§ Customer Testimonials

§ Infographics

§ Content for investors (Annual Reports)



Augmented Reality

Impact on Company’s brand

The company does not have a very strong outreach on social media platforms compared to its competitors like AMUL India (socialmediadissect 2020). The consistent efforts directed towards this channel will lead to an increased response from the consumer. This will work well especially well in establishing a stronger connect with the audience and lead to an increase in the brand's recognition and recall. The increased focus on digital marketing will help the consumers in trusting the brand amidst the pandemic crisis which will be beneficial for the brand in the longer run. Likewise, an increase in user traffic on the company website and mobile application will help in converting potential leads into sales and thus will have a positive impact on the company's bottom line.

Marketing of the content

§ Increasing Search Engine Optimization by generating hashtags on Facebook and Twitter.

§ Promoting video content on YouTube.

§ Collaborating with social media influencers to encourage connectivity on consumers with the brand.

§ Making the company website more engaging by promoting customer testimonials, informative videos on how to prepare food using Britannia products.

§ Creating a section for consumer engagement by initiating contests for increasing traffic on the website and boost engagement and participation

Making use of Augmented Reality through mobile applications by giving users a simulation gaming environment where they make dishes using Britannia products using a virtual interface.

Accessing product information and video content on recipes using Britannia products.

Conclusion on Content Marketing Strategy for Britannia Industry

Digital marketing is the leading mode of marketing communication in present times. Britannia Industries has immense scope in leveraging content marketing to strengthen its brand equity. The proposed strategies of utilizing digital media channels such as social media platform, company website and mobile applications can help the company in engaging consumers with the brand and convert a potential lead into sales thereby attaining improved market shares and revenue figures.

References for Content Marketing Strategy for Britannia Industry

Appel, G., Grewal, L., Hadi, R. and Stephen, A.T. 2019. The future of social media in marketing. Journal of the Academy of Marketing Science, 48, pp.79–95.

Britannia Industries. 2019. Company Overview | Britannia Industries Limited - Official Website. [online]. Available at http://britannia.co.in/about-us/overview [Accessed on 19 October 2020].

exchange4media. 2018. Britannia launches ad campaign to mark its 100 years. [online] Available at https://www.exchange4media.com/advertising-news/britannia-launches-ad-campaign-to-mark-its-100-years-92274.html [Accessed on 19 October 2020]

López García, J.J., Lizcano, D., Ramos, C.M. and Matos, N. 2019. Digital Marketing Actions That Achieve a Better Attraction and Loyalty of Users: An Analytical Study. Future Internet, 11(6), p.130.

Roopan, S., Yogesh, S. and Sharaha, N. 2019. Digital Marketing and its Analysis. [online] Available at https://www.researchgate.net/publication/334507811_DIGITAL_MARKETING [Accessed on 19 October 2020].

Sharma, K. 2020. Strategy behind Britannia Cheese’s 300% growth in online sales between April and August 2020. [online] Available at https://www.businessinsider.in/advertising/brands/article/strategy-behind-britannia-cheeses-300-growth-in-online-sales-between-april-and-august-2020/articleshow/78258018.cms [Accessed on 19 October 2020].

Socialmediadissect. 2020. Amul vs Britannia: The Good, The Subtle and The Butterly. [online]. Available at https://socialmediadissect.com/amul-vs-britannia-the-good-the-subtle-and-the-butterly/ [Accessed on 19 October 2020].

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