Ylp II Midterm

7/30/2019 Ylp II Midterm

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GROUP NO 25

ANDREW.J.PAUL (29063)

HARISH J (29075)

RAAJVARMAN N (29092)

SUBASRI S (29109)

BISCUIT INDUSTRY


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Recap

Raw materials used and its availability

Product Life Cycle

SWOT Analysis

Areas Driving Business Operations

Market Share


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Production To Supply Path

Manufacturers WholesalersDistributors Retailers


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Distribution Systems - ParleParle

depots(31)

Wholesalers and

distributors(1500)

Carry

forwardagents

Retailers(425000)


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Distribution Systems - ITC


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Distribution Systems - Britannia

Manufacturing

Outlets(4) Distributor

Carrying and

forwardingagents

Wholesaler

Retailer

Customer


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The biscuit king

In1892 to be precise, a biscuit company was started in

a nondescript house in Calcutta (now Kolkata) with aninitial investment of Rs. 295.

2007- Britannia ranked No.1 in the Metros across allcategories

Newly-added tag of health and nutrition.

A clever formula of prices and products Targeting every segment of the Indian market


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Competitors


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Technology used in Biscuits industry

Dough mixer

Rotary Moulder

Rotary Cutter

Biscuit Baking Oven

Firing ChambersInsulation

Baking System

Laminator

Cooling Conveyor and Stacker Machine

Oil Sprayer

Biscuit Sandwiching Machine


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Quality Standards

Q-Next : Emphasis on continually raising

Standards of Quality.

Manufacturing Excellence : TPM, TQM & Well

structured Kaizen Program. IMC Ramakrishna Bajaj National Performance

Excellence Award Manufacturing Category

Delhi Factory National Food Safety Award Delhi & Gwalior Factory Certified for British

Retail Consortium Standards.


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Ownership Pattern


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Management Team

Nusli Neville Wadia Chairman

VINITA BALI-Managing Director

Neeraj Chandra VP and COO

Raju Thomas CFO

Vinay Singh Kushwaha VP Supply Chain

Sreekanth A VP HR

Vinod Menon VP Strategy & New business Development


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Top Manager/ Promoters

ANURADHA NARASIMHAN - Category Director - Health & Wellness

ASHOK NAMBOODIRI - Head - Dairy Business

B. PRASHANTH - Head of R&D

Dr. K.N. SHASHIKANTH - Head - Corporate Quality

JITENDRA MAHAJAN - Head Procurement

N R SELVARAJ - General Manager - Quality


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Organizational Structure


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Financial Parameters


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Financial Parameters


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Product Portfolio


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Product Segmentation


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Portfolio Analysis

Stars

Treat; Milk Bikis

50-50;Tiger;

QuestionMarks

Time pass

Pure magic

Cash CowsMarie-gold

Good-day

Dogs

Nutri choice,

Little Hearts

Relative Market shareHigh Low

Market

Growth

High

Low


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Portfolio Analysis

T There are six brands contributing to 90% of its sales.

.

.Each of these brands generate sales exceeding

Rs.1billion an ,these brands include Good Day, Tiger,50:50,Treat, Milk Bikis, and Marie Gold.

The low unit products help in broadening the

customer base


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Positioning Strategies

Gift like Toys included in its packs of biscuit segmenting

towards lower age group categories.

Britannia has done lagaan campaign New Masti magic offer ; Fruit Rolls free with 200grams of

Bourbon

Increasing the weight of various product packs from 60gram packs to 90 gram packs at the same price tags.


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EatHealthy. Think Better. Buy

Britannia Britannia now wants to become a foods giant, with the newly-

added tag of health and nutrition - a clever formula of prices

and products,

Targeting every segment of the Indian market.

Whopping Rs 10 crore on a contest-the single biggest promotion ever inthe Indian marketing history

The result: 1.60 crore customers actually exchanged 4 empty packs

each for the booklet on cricket that came as the first reward

Eat Britannia, Go for World Cup" was the theme adoptedin 1999 .

The sales bounced 37% high on account of this strategy


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Positioning Map


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USP

Britannia has consciously promoted its products

on a health plank, while broadening focus to

include young and adult consumers alike.

The brands are strategically positioned to make

consumers identify with them in their daily lives.

Eg: Milk Bikis, Nutri Choice.


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Consumers Buying Behavior

More than 300 million homes across India.

More than 40% consumption : Rural India

Sells about 6 Million packs of biscuits every year.

Products available through more than 3 million

stores across the country.

Reason for buying Taste and Quality Few

prefer for Britannias Fewer Prices.


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The biscuit king

In1892 to be precise, a biscuit company was

started in a nondescript house in Calcutta (nowKolkata) with an initial investment of Rs. 295.

Newly-added tag of health and nutrition.

A clever formula of prices and products Targeting every segment of the Indian market

BRITANNIA INDUSTRIES LIMITED

Eat Healthy. Think Better. Buy

Britannia

Ylp II Midterm

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