TARAN GUPTA

ROLL NO - 18
SUPPLY CHAIN
 SUMMARY
Britannia Good day through It latest campaign, ‘Smile
 More for a Good Day’ attempts to bring back the smiles
that have faded from our lives and encourages Indians to
smile more. Aligned to the brand’s philosophy “It’s a
smile that makes a Good day”, the campaign captures
the everyday smiles that helps cut across barriers, brings
people closer and spreads happiness.
Good Day, the over-three-decades-old cookie brand from
Britannia has just unveiled its campaign featuring actor
Deepika Padukone. While the film is a sweet story in
itself  The core idea of Good Day has always been about
happiness and Khushiyon ki zidd karo is the brand’s
point of view in the context of today’s social reality.. The
brand has literally put all the available target age groups
in its ads.
 ANALYSIS
Good Day biscuit is a power brand considered by its
owner company as it estimated nearly one hundred
crore. It faces stiff competition various rival
companies in the consumer market. The brand has
taken note of its competitor’s price and consumer’s
reaction to those price ranges.
After completion of evaluation, it has developed a
competitive pricing policy for its products that will
help in undermining the efforts of rival companies to
reach out its loyal consumer base. As the brand wants
to penetrate in every nook and corner it has decided
on a penetration policy and has adopted economic
pricing policy. This will helping in making products
affordable and inexpensive and will thus lead to
larger sales volume and ultimately greater revenues.
 ANALYSIS
• Product– 
• It is a major product produced by R&D of Britannia and is popular because of its rich and unique taste. Good Day is available in
different pack sizes like 100gm and 300gm. Some of its variants available in consumer market are as follows- new Good Day cashew,
Good Day Cookies, Good Day butter, Good Day Choco Chip, Choco Chunkies and Choco Nut. These delicious products make it the
daily part of everyday life.
• Place–
• Good Day is one of the most popular and recognised brands of Britannia and markets its products through the wide spread
distribution network of its parent company. The brand has appointed distributors who are in charge of dealers and retail outlets.
• Products have reach in both rural and urban parts of India and are easily available in grocery stores, corner shops, supermarkets,
hypermarkets, convenient stores and discount stores. The modern outlets include D-Mart, Big Bazaar and institutional organisations
like airlines, railways and hotels.
• Price of the product–
• Good Day biscuit is a power brand considered by its owner company as it estimated nearly one hundred crore. It faces stiff competition
various rival companies in the consumer market. The brand has taken note of its competitor’s price and consumer’s reaction to those
price ranges.
• Promotions related to it- 
• It has adopted an aggressive marketing strategy of intensive nature to market its product in consumer market. Moreover, for this
reason it has created some catchy taglines that helped the brand to make positive impact on consumer mindset. 
• Product visibility- 
• The brand has a new logo, attractive packaging and smiley design for its product that increases its product visibility. It has adopted
Umbrella Branding for Good Day. 
CHALLANGES
Britannia was an underperformer in the consumer
goods sector in 2010-12 with low profitability levels of
4-5 per cent of operating profit margin. High raw
material costs narrowed margins while intensifying
competition brought pressure on pricing.

In biscuits, it competes with multinationals, large local

companies with a nationwide footprint and smaller
regional players. In cake, rusk and bread, the
company competes mostly with regional brands with
Britannia being the only national player. Many new
companies, local and international, have entered the
dairy segment.
 CHALLANGES
Competitors – Parle Glucose also known as Parle-G (G for
Genius) is manufactured in India by the Parle Products which
is one of the oldest brand names and the biggest selling biscuits
in India.
Market Share – Parle-G has a market share of 70% in the
biscuit industry in India followed by Britannia, Tiger with 17-
18%, and Sunfeast of 8-9% share.
Sales/Profit Trend – More than 50% of the company’s turnover
is estimated at around Rs 20 billion. It has started expanding to
areas such as Western Europe, USA, UK, UAE and Canada.
Target Market – Parle has a target market which is focused in
India, consisting of people of all category groups such as
children, teenagers, family members and even old aged people
as it is a popular biscuit eaten during Tea-time snack.
 RECOMMENDATION/SOLUTION

The company adopted a three-pronged approach to overcome the challenges it faced. It focused on driving
innovation by producing new high-margin, value-added product offerings, boosting revenue by introducing
differentiated brands with differential pricing and restructuring costs through improving operational
efficiencies throughout the value chain.

The company leveraged its strong brands through steady investment, investing in building additional
capacity in order to increase in-house manufacturing of premium brands and focusing on complexity
reduction with rationalized stock keeping units (SKUs) and work processes that resulted in profitable
growth.
The strategy of stepping up the focus on international operations and newer businesses such as dairy and
breakfast meals are also in the right direction

Britannia had started selling products in all over India, but now it has expanded overseas to places like
Middle East Sri Lanka and many Asian countries.
 SUPPLY CHAIN
• Model based on third part)' manufacturers
• E RP Software:
• Consistent data sharing
• In crease in efficiency.
• Reduction in operational overheads.
• Better working capital management.
• Increased control over inventory management.
• Realistic production scheduling.
• Effective cost control system.
• Optimal usage of capacity.
• Timely purchasing and efficient vendor management.
• Minimal effort in following regulatory norms because of a strong EXCISE system.
• M ake-to-stock
• Pull driven
• Balanced Score card
• SRM: Annual procurement meet
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