The new price structure for Britannia's Milk Bikis comes with the relaunch of this range under `Milk Bikis Funland', said city dealers. The other price points for Britannia's Milk Bikis Funland are Rs 5 for 50 gm and Rs 10 for 100 gm.

Prior to the relaunch, Milk Bikis - popular among children for having a round smiling face - was available only in the Rs 10 price segment. The brand has been relaunched at different price levels so as to induce growth in the market and is aimed at garnering higher volumes, industry observers said. Britannia's Milk Bikis mainly competes with Parle's Supermilk and Bakeman's Milkobix. The other biscuit brands from Britannia at low-price points are Tiger, available at Rs 4, and Chekkers priced in the similar range.

Considering that the potential for growth in the foods market is estimated to be Rs 2,25,000 crore, companies are juggling with strategies to offer brands at the right price points, say analysts. They say success will come to those brands which offer the right price at a value-for-money equation.

Britannia Industries leads in the Rs 2,000 -crore branded biscuits market, followed close on the heels by rival Parle Foods. Biscuits are the revenue drivers for Britannia Industries, contributing about 70 per cent to the company's turnover of Rs 824 crore in 1998-99. Britannia's products impart the same message of `Eat healthy, think better' to the consumer. The company has also gone in for sub-branding to offer distinct values catering to a specific target audience. Nutri-Choice, for instance, stands on the health plank, while GoodDay is being positioned as the `source of richness'.

The company has covered most of the price points with its different range of products in biscuits. GoodDay falls in the premium category of products in Britannia's basket. Other biscuit products include Tiger, Nice, Cream Treat, 50-50, Snax, MarieGold, Pure Magic and Little Hearts. It is also taking a price mark-up in biscuit to the extent of 8 per cent, said dealers, as a result of a hike in excise duty levels in the Budget.