Britannia biscuits
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Transcript of Britannia biscuits
BRITANNIA BISCUITS
Group 1Anas Ahmad 01Rahul Javkhedkar 14Suprateek Gulia 17
COMPANY Started in 1892 with an initial capital of INR26538% market shareAnnual capacity of 433000 tonnesBrand names like ; Tiger, Good day, 50-50, Pure magic and many more
Intensive distribution 7000 rural distributors and looking to be present in every village
30 factories and 14 contract manufacturers Trying a lean distribution model with products reaching 1 million outlets
THE INDUSTRY INR145 billion industryEstimates of INR279 billion by 201955% sales from Rural markets85% penetration in Urban and 55% in rural markets72% of the bakery industry
THE MARKET
HIMACHAL BRITANNIA – 4.5 Cr PARLE – 2.5Cr SUNFEAST – 2Cr
DISTRIBUTOR VISIT
INFORMATION GATHEREDDistributor since 2014Brands – Britannia + 6Warehouse area – 1500 sq.ft. (50% for Britannia)Has a retail shop as wellHas 3 men working for himUses E-Rikshaw for shorter and mini tempo for longer distances
CONTINUED…Company generally accepts claim for damaged goodsInventory turnover – 15 daysCompany software – Ordering, Promotional schemesMonthly Sales Target – 6 lakhsCredit Period
Company – Advance (Monthly or fortnightly)Retailers – Credit 7-30 days (On an average 21 days)
CONTINUED…Frequency of distribution – Once a weekVisits each retailer once a week
For payment collectionMaintaining relations
MarginsDistributor – 4.5- 5%Retailer – 10%
Promotional SchemesFor example – 2% on 40 boxes
DISTRIBUTION STRUCTUREDepot
Distributor
Retailers Semi-wholesalers
Super Stockist
RPD
Manufacturer
PROBLEMS FACEDBrand has it’s own wayProduct not deliveredNo credit/ Retailer creditSmall order quantityNo other biscuit brand
INSIGHTS GATHEREDBrand powerOverheads- multiple brandsHassle-free returnsDuel roleDifference between Rural and Semi-urban area
Ticket SizePriorityProduct SizeProduct shape
THANK YOU