CONSUMPTION CHAIN MAPPING

BRITANNIA INDUSTRIES (BREAD)

SU BM IT TED BY : SU RBH I J AIN (803 031 80083 )
Bread is the flagship product of Britannia Industries. This study focuses on consumption chain map to
analyse how Britannia is differentiating its products at every step. Britannia is a company that has
been in the market for decades now, so it comes as no surprise that it is the market leader in its
industry. The consumption chain consists of 9 steps which will be elaborated on in the following
section.

Determination of Need

According to the survey conducted by WHO, the most consumed food product in the world is Bread.
Demand for bread, therefore, is set to remain stable; the increasing global population and the gradual
rise in household income in developing countries constitute the two key factors driving demand. In
developed countries, the focus will be on low-sugar, gluten-free bread products that contain minimal
levels of harmful carbohydrates

For a quick snack people prefer Bread as it is easily available and it is a primary product in many
recipes.

Potential Improvement

As there are many options available for bread and Britannia has just focused on whole wheat breads
along with daily breads. It can shift the focus to multi grain breads keeping in mind the growing
preference towards healthy products.

With increase in the purchasing power of people in India and shift towards the lifestyle, more people
can be pushed to increase sales.

Identification of alternatives

In the Indian context, naan and roti are the counterparts of bread which have been the preferences
throughout history.

Initially local bakers used to bake bread, soon local bakers formed bakeries.

Britannia entered when there was no alternative available to the people throughout the country with
the standardized product.

Soon Parle, Mother diary, Amul and Nestle started with the production of breads, buns, kulchas which
were looked upon as alternatives of Bread.

Potential Improvement

With the competitors coming up with the varieties of bread mainly multigrain, kulchas and buns. The
company cannot retain its market share with bread only.
The company can introduce healthier counterparts to retain the market share as the company is
already known for its trust and brand value.

Analysis of Alternatives

As the freshness and shelf life of bread is low, people tend to shift towards whole wheat flour and
rotis.

According to Indian history, people are more accustomed to eating rotis and parathas than to breads.

Similar products from the companies like Parle, Mother diary, Amul increase the chances of switch.

Potential Improvement

With the help of a survey it was seen that the market share of bread for Britannia is decreasing because
of the easy availability of similar products. To improve the market share of Bread, Britannia can create
a product differentiation and work more marketing and advertising its dairy products.

Also, with the rise in the prices of raw materials leading to low profits, Britannia can shift the entire
production inhouse.

Competitors are offering products at lower prices, Britannia with the help of complete inhouse
production can work on the competitive pricing strategy of its products.

Selection of Solution

Britannia has been in the Indian market for several years and has been known as the most trusted
brand because of which people prefer Britannia over other brands.

The freshness and shelf life are also important factors for the customers while buying the product. As
the company is able to provide the standardised products throughout the country, it is preferred over
other brands.
Utmost focus is relied on the distribution channel in Britannia, which helps the company in providing
fresh products.

Packaging of the bread is kept attracting and changed time to time which attracts consumers.

Potential Improvement

The company has been working on the distribution channel, but the variety in the rural areas
pertaining to whole wheat bread is kept low which can be increased.

Also, with marketing and advertisement of the various categories of bread targeting the rural
segment, the sales of the rural regions can be increased.

Packaging can be designed as such that it creates differentiation with the competitors.

Advertisements can be designed to showcase how breads are used as raw material to make easy and
quick snack recipes.

Transaction/Purchase

People use supermarket, departmental stores and MOM ‘s & POP’s stores.

Purchases are habitual with immediate transactions.

Britannia being a very old brand has a vast and impressive distribution channel which is why it is easily
available to people in all the areas, that is where it creates a differentiating factor.

Transactions nowadays are done mostly by cash and a small fraction through online mediums like
Gpay, Paytm.

As India moves towards digitalisation, the number of online transactions are going to increase further.

Potential Improvement

With the help of distribution channel, the number of rural outlets in rural areas can be increased.

Retail outlet owners can be trained to increase the digital transaction.

Delivery

Delivery right now is only considered as a supply chain and not discretely to the customer but this is
one of the major factor that can be looked at.

Potential Improvement

As none of the competitors have entered the market in this segment, Britannia can start this as their
own innovation. Bread is a necessity in most household these days, a proper logistic system for daily
delivery to each house that pays for a particular subscription would ensure that customers stay loyal
to the brand and wont switch to any other brand as their need gets extinguished before they leave
the house for their habitual shopping.
Set Up/First Use

Bread in itself is a very easy to use product. There is no set up required and therefore no customer
needs to be educated by the company.

However, bread is almost never consumed by itself. It is consumed with other products in the form of
various recipes.

Potential Improvement

Advertisements showcasing the versatility of the product would go a long way.

Repeat Usage

Bread is already a staple in most households across the world. It is safe to say that the repeat usage
percentage of bread is very high.

Feedbacks are taken timely online as well as offline to improvise the customer experience and address
grievances.
Potential Improvement

However, there is always room for improvement. In this case, it can be done via introduction of
additional products such as buns and kulcha’s which would complement the Indian cuisine nicely.

Repeat Purchase

Innovative products for health conscious people like oats and porridge, Britannia Nutri Choice
biscuits for diabetes patients, Vita Marie Gold, etc.
Products for all food and snacks segments is a big boon for Britannia
Potential Improvement
Product line extension can benefit Britannia as the company has loyal customers
We can sell these along with bread in a baked goods package
1.Britannia 50-50
2.Britannia Bourbon
3.Britannia Cheese
4.Britannia Good Day
5.Britannia Little Hearts
6.Britannia Marie Gold
7.Britannia Tiger