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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