RESEARCH WORK

• Name of the Entity : britannia biscuits

• o Product Profile:

Britannia Industries is one of India’s leading food companies with a 100 year legacy
and annual revenues in excess of Rs. 9000 Cr. Britannia is among the most trusted
food brands, and manufactures India’s favorite brands like Good Day, Tiger,
NutriChoice, Milk Bikis and Marie Gold which are household names in India.
Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy
products including Cheese, Beverages, Milk and Yoghurt. Britannia is a brand which
many generations of Indians have grown up with and our brands are cherished and
loved in India and the world over. Britannia products are available across the
country in close to 5 million retail outlets and reach over 50% of Indian homes.
Brand Britannia is listed amongst the most trusted, valuable and popular
brands in various surveys conducted by prestigious organizations like
Millward Brown, IMRB, WPP Group and Havas Media Group to name a few.

However, the award that we cherish the most is the one given by our
consumers. Britannia is recognized as one of the most trusted, valuable and
popular brands among Indian consumers in various reputed surveys.

Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly
endeavor to make a Billion Indians reach out for a delightful and healthy
Britannia product several times a day!
Imagine Britannia.
he company’s Dairy business contributes close to 5 per cent of revenue and
Britannia dairy products directly reach 100,000 outlets.
Britannia Bread is the largest brand in the organized bread market with an
annual turnover of over 1 lac tons in volume and Rs.450 crores in value. The
business operates with 13 factories and 4 franchisees selling close to 1 mn
loaves daily across more than 100 cities and towns of India.
We have a presence in more than 60 countries across the globe.

Our international footprint includes presence in Middle East through local
manufacturing in UAE and Oman, are the No 2 biscuit player in UAE with a
strong contention to leadership and have a similarly strong market position in
the other GCC countries. We are also the market leaders in Nepal and are in
the process of investing a manufacturing facility in the country.
Our foot print spreads across North America, Europe, Africa and South East
Asia through exports and we are investing in a state- of- the- art facility in
Mundra SEZ, Gujarat, to service the exports markets.
Our strategic expansion plan is based on the principle of ‘One new market a
year’.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think
Better’. Having removed over 8500 tonnes of Trans Fats from products,
Britannia became India’s first Zero Trans Fat Company. Over 50% of the
Company’s portfolio is enriched with essential micro- nutrients which nourish
the body.
The company set up the Britannia Nutrition Foundation in 2009, and began
working on public private partnership to address malnutrition amongst
under-privileged children and women.

Our Core Emphasis Across Portfolios Is On

Healthy, Fresh And Delicious Food.

Brand Britannia is listed amongst the most trusted, valuable and popular
brands in various surveys conducted by prestigious organizations like
Millward Brown, IMRB, WPP Group and Havas Media Group to name a few.

Our relentless focus on quality and freshness have won us prestigious
accolades including the Golden Peacock National Quality Award and the
Ramakrishna Bajaj National Quality Award.

However, the award that we cherish the most is the one given by our
consumers.Britannia is recognized as one of the most trusted, valuable and
popular brands among Indian consumers in various reputed surveys.

Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly
endeavor to make a Billion Indians reach out for a delightful and healthy
Britannia product several times a day!
Imagine Britannia.

o Market Share – w.r.t to its rivals (Diagram)

Britannia currently has 26 per cent share in the milk biscuit category, but it is
determined to increase its market share in the milk plus glucose category where it
presently holds only 4 per cent share.0

o Market Power – Brand loyalty and Price Influence

 • ✓ Product Differentiation

Parv ppt para add

Britannia said it will focus on technological solutions to launch new, differentiated

products and packaging, upgrade existing offerings and explore new ingredients
and processes.
It has made management changes this year as it looks to launch big-bang products
and improve margins, which have shrunk over the past two-three years due to the
rising cost of wheat and sugar.

• ✓ Price Determination – Importance of Selling Cost

✓Non-Price Competition (Strategies to establish a goodwill and create market
presence without affecting the price much)
• o Corporate Social Responsibility

• o Market Research:

add parv ppt points

Britannia's marketing and social media campaigns are more focused on

connecting taste, nutrition, and moments of life. It has successfully occupied a
major market share in the bakery, biscuits, and dairy industry. Britannia has also
focused on new product development and promoting nutrition and health.

Your Company’s R&D team is also consistently working to increase positive nutrients and
reduce negative nutrients in its product portfolio. Your Company is committed to reducing
3% Sodium and Sugar in selected products during financial year 2021-22

WHAT IS MARKET RESEARCH ?(ADD)

o Distribution Pattern :

Traditionally, Britannia stocks products at its distribution centres. Products first go to

its exclusive wholesale dealers, then distributors and direct retailers. The entire
process takes anything from one week to three weeks, depending on the distance
between the retail outlet and the factory. Britannia wants to reduce this to less than a
day.
 Britannia Industries Ltd is adapting the “leanest possible" distribution model to
directly “tailor-serve retail outlets" across the country in less than a day as part of its
plan to multiply sales and expand retail reach, said a senior executive. Currently, the
process takes between one and three weeks.

In the new distribution model, the Kolkata-headquartered biscuit maker plans to

operate with a “zero-day inventory" by “reducing distance between its distribution
centres and retail stores" that the company reaches directly.

“Direct distribution results in much better offtake of brands. We have seen two to
three times higher brand offtake (sales) after we started serving a particular retail
outlet directly," said Gunjan Shah, vice president (sales), Britann…

o After Sales Service

o ISO /Quality Certificate :

https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahU
KEwjd9czkwOjyAhXWIbcAHayJCrEQFnoECAMQAQ&url=http%3A%2F%2Fbrita
nnia.co.in%2Fpdfs%2Fcertifications%2FRudrapur_FSSC22K.pdf&usg=AOvVaw1n
BNzdr4w9wpzaI-j_SuG9

• ✓ Entry and Exit

 o New players that entered the industry & Players that exited the industry

Entry Exit
-Priya Gold Biscuits

-Sunfeast by ITC

-Rose by Veeramani biscuit

industires lt

- anmol biscuits

• ✓ Contribution of the entity towards Indian Economy –

o Contribution towards National Income

Britannia Industries is one of India’s leading food companies with a 100 year legacy and
annual revenues in excess of Rs. 9000 Cr. Britannia products are available across the country
in close to 5 million retail outlets and reach over 50% of Indian homes. Britannia is the
largest brand in the organized market with an annual turnover of over 1 lac tons in volume
and Rs.450 crores in value. Britannia has a presence in more than 60 countries across the
globe.
In a challenging economic environment and intensely competitive market, Profit from
Operations increased 69.6%, from Rs. 314.45 cr. to Rs. 533.24 cr. Several of Company’s
power brands grew double digit resulting in overall revenue growth of 12%. Company
focused on profitability, capital productivity and working capital management to generate
cash flow from operating activities of Rs. 614.51 cr. compared to Rs. 272.01 cr. in the
previous year. Earnings per share (of Rs. 2/- each) increased to Rs. 30.87 from Rs. 19.57 in
the previous year.
 o Contribution towards Foreign Exchange Earnings

Britannia’s international footprint includes presence in Middle East through local

manufacturing in UAE and Oman, are the No 2 biscuit player in UAE with a strong
contention to leadership and have a similarly strong market position in the other GCC
countries. Britannia is also the market leaders in Nepal and are in the process of investing a
manufacturing facility in the country. In 2016-17, Britannia Industries had clocked
consolidated net sales of Rs 9,232.30 crore and around 7 per cent came in from overseas
markets.

o Contribution towards Employment

The work environment exudes warm professionalism and is accepting of diverse ideas and
thoughts while empowering employees as owners. Employees are encouraged to do more
with less and strive for excellence in their jobs.

o Any other

• ✓ Any other highlight of the entity chosen.

Conclusion:

Britannia Industries limited is the India's largest manufacturing company covering all sectors
of bakery products and diversifying into dairy products market. Developing and generating
trust amongst its consumer base and delivering quality products had made it success for
Britannia.

As we see the strategic direction of the company, today there is a neck-to-neck competition
between the competitors in the market. Not only the manufacturers but also the home made
bakery products is also giving a tough competition to Britannia. Imitation of the product is
very fast in the FMCG industry. And companies like ITC, Parle G, are giving direct
competition in terms of new product development, market coverage, and gaining more
market share.

In this scenario Britannia should adopt a Push strategy of marketing and on the same time
provide the retailers and distributors with more percentage of margin as compared to the
competitors margin so that the retailers also try to sell the products in the market. Research
and Development is also one of the major concern and should be taken over on a continuous
basis as the customers taste and preference and buying behaviour is changing on a fast pace.

Britannia should join hands with the Government initiatives and support the activities to gain
a good image and presence in the mindset of every Indian consumer.

Britannia will surely be able to fulfil its desired mission of making every third person the
consumer of Britannia if it follows the path of innovation and diversification.