OVERVIEW

Britannia Principle:

“We demand the best of ingredients and package their natural goodness in our
products, without compromise”.

 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 favourite 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 biscuits:
Britannia Bread:

Britannia Rusk:

Britannia Cake:

Britannia Dairy Products:

  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
 The company’s Dairy business contributes close to 5 per cent of revenue and
Britannia dairy products directly reach 100,000 outlets.
 products are available across the country in close to 5 million retail outlets and
reach over 50% of Indian homes.

 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.

 Britannia 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’. We plan to expand through local operations in Africa and South East
Asia in the coming years.

 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.

Forecast
Net Sales Forecast for next 2 years.
 MARKETING STRATEGY

Marketing is not Euclidean geometry a fixed system of concept. Rather marketing is

one of the dynamic fields with in the management arena. The market faces continually
a new challenge every day and companies must respond to it positively. Therefore it is
not surprising that new market idea keep surfacing to meet new market place
challenges.
The market process is applicable to more than goods and services. Anything related to
market including ideas, events, policies and personalities comes under market
strategy. However it is important to emphasize opportunity in the market through
market strategy.
Following strategies adopted by the organization:
1. A strong quality of the product and customer satisfaction:
Customer always believe in good quality product. Many people are quality conscious
and not price conscious. Customer satisfaction is very important part of the
organisation that any cost they have to fulfil.
2. A growing relationship with customer and customer satisfaction:
Nowadays a good relation with customer is very important for organisation. Sale is
totally depending on the relation with the customer. Customer’s retention is also a
major aspect for growing business, it means keep the old customer and try to make
new customers.
3. Focus on competitors activity:
Every organisation should must be careful about its competitors step, because they can
disturb the growing sales process of the organisation.

4. Focus on competitors activity:

Every organization should must be careful about its competitors step, because they
can disturb the growing sales process of the organization.

5. A growing emphasis on global thinking and local marketing planning:

Companies are increasing by pursuing market beyond their borders. When they enter
other countries they must follow the tradition of that country and also they make plan
for local market that which type of product has more demand and how can it run in
market.

Promotional Strategy:
Under the market strategy promotional idea is very important. Organization provides
some schemes or rebates to retailers or consumers. They make advertisement
according to convenient of the people and the feature of the project.

MARKET ANALYSIS
 People who need and consume bakery and dairy
Segment
products

Middle and upper middle class families, especially

Target Group
kids

India’s leading manufacturer of premium quality and

Positioning
healthy biscuits, bakery and dairy products

Analysis of Britannia Industries.

Following are the Strengths in Britannia Industries SWOT Analysis:

1. Britannia has been around 120 years in the industry
2. Britannia is one of India’s most trusted brand with strong brand recall
3. Wide range of bakery products like biscuits, rusks, cakes and dairy products like
milk, butter, cheese, etc.
4. Strong distribution network ensuring proper availability of the products even in the
remotest of areas
5. Britannia has a major share in biscuits industry
6. Marketing and advertising efficiency
7. Innovative products for health conscious people like oats and porridge, Britannia
Nutri Choice biscuits for diabetes patients, Vita Marie Gold, etc.
8. Strong presence in rural markets
9. Products for all food and snacks segments is a big boon for Britannia

Following are the weaknesses in the Britannia Industries SWOT Analysis:

1. Lower market share for Britannia in dairy segment
2.Heavy expenditure on advertising and marketing
3. Similar products produced by many companies means high brand switching

Following are the Opportunities in Britannia Industries SWOT Analysis:

1. Increase in purchasing power of people in India
2.Increase its share in the dairy industry
3.Product line extension can benefit Britannia as the company has loyal customers
4. Expansion in other countries

The threats in the SWOT Analysis of Britannia Industries are as mentioned:

1. Lower price offering competitors can affect Britannia's market share
2.Local dairies and bakeries can cause business losses
3.Inflation can cause fall in sales and revenue
4. Rise in cost of raw materials
 Supply Chain & Operations
Company continued to focus on improving competitiveness in its operations through
various Cost Efficiency and Operational Excellence Programs across the value chain.
During the year, various non-value added activities have been eliminated through
value stream mapping exercise across major manufacturing units, thereby resulting in
significant productivity improvements.

As part of Company’s strategy of expanding International Business, a Greenfield

Plant has been set up in Nepal which got operationalized in April 2019. Production
has also been scaled up at your Company’s factory in the Special Economic Zone
(SEZ), Mundra to meet export requirements.

Cost Optimization
FMCG major Britannia Industries plans to increase prices of its products marginally
in the third quarter of the current fiscal to tackle the slowdown which has taken a toll
on the growth of its sales in value terms, a company official said on Thursday.

Biscuit as a food product is price elastic and has a huge market penetration across the
country, the growth in sales of the company had halved in terms of value as a result of
slowdown.

Britannia is set to have more efficient approach in operations including reduction in

logistics expenses. Despite the slowdown, the company had been gaining market share
and will continue to focus on major brands.

Aggressive Pursuit for Cost Optimization

BIL has seen 25% fall in trade loads, 30% fall in product returns and 75% reduction in
wastage through FY13-16. It has focused on consolidating manufacturing facilities in
fewer locations than before but on a larger scale, with thrust on placing large
manufacturing capabilities closer to the market place instead of being geographically
dispersed. This would further enable BIL to keep better control over quality and
ensure supply chain efficiencies, according to the reports.

Distribution Network – Building Blocks for Sustainable Growth

BIL has also focused aggressively on improving its distribution network in last three
years. While BIL has strong presence in Southern and Western markets, it is relatively
weak in Northern market. Doubling of direct distribution reach to 1.5mn outlets in
FY17 from 0.7mn outlets in FY13 has enabled BIL to offer complete portfolio to the
retailers and run several activations at retailer level.

Input Substitution Technology.

To cut costs, Britannia is increasing the use of biomass, a cheaper alternative than
traditional fuels, and has identified other measures to save energy such as developing
improved baking ovens that lead to reduced emission of heat, the first person cited
above said. The use of biomass at Britannia factories was initiated by Bali.
Britannia has hired a baking technology expert to make its manufacturing more
efficient, another person with direct knowledge of the matter said.

COMPETITORS
1. PARLE PRODUCTS LTD.

Parle Products Company was founded in 1929 in British India by the Chauhan family
of Vile Parle, Bombay. Parle began manufacturing biscuits in 1939. In 1947, when
India became independent, the company launched an ad campaign, showcasing its
Gluco biscuits as an Indian alternative to the British biscuits. The Parle brand became
well known in India following the success of products such as the Parle biscuits and
the Frooti soft drink. Parle gives competition to Britannia in biscuit industry. Various
parle biscuits are Parle-G, Monaco, Cheeselings (1956) KrackJack (1974), 20-20,
Golden Arcs, Parle Marie, Milk Shakti, Parle Hide & Seek (1996), Parle Hide & Seek
Bourbon, Happy Happy, Simply Good, Namkeen coconut, Magix, Parle-G Gold,
Milano, Nutricrunch and Bakesmith.

2. AMUL
Amul is an Indian cooperative dairy company, based at Anand in the state of Gujarat.
Formed in 1956, it is a cooperative brand managed by a cooperative body, the Gujarat
Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly
owned by 3.6 million milk producers in Gujarat. Amul’s dairy products have an edge
over Britannia dairy products
3. NESTLE

NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland. With eight factories

and a large number of co-packers, Nestlé India is a vibrant Company that provides
consumers in India with products of global standards and is committed to long-term
sustainable growth and shareholder satisfaction.
The Company insists on honesty, integrity and fairness in all aspects of its business
and expects the same in its relationships. This has earned it the trust and respect of
every strata of society that it comes in contact with and is acknowledged amongst
India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'.
The NESTLÉ Corporate Business Principles are at the basis of our Company’s
culture, developed over 150 years, which reflects the ideas of fairness, honesty and
long-term thinking. Nestlé is the world’s largest food and beverage company. We
have more than 2000 brands ranging from global icons to local favourites, and we are
present in 191 countries around the world.
 4. MOTHER DAIRY

Mother Dairy was commissioned in 1974 and is a wholly owned subsidiary of the
National Dairy Development Board (NDDB). It was an initiative under Operation
Flood, the world's biggest dairy development program launched to make India a milk
sufficient nation. Over the years, Mother Dairy has contributed significantly in
achieving this objective through a series of innovations and programs. Today, Mother
Dairy manufactures markets & sells milk and milk products including cultured
products, ice creams, paneer and ghee under the Mother Dairy brand. The Company
also has a diversified portfolio with products in edible oils, fruits & vegetables, frozen
vegetables, pulses, processed food like fruit juices, jams, etc. to meet the daily
requirements of every household.