BISCUIT INDUSTRY

GROUP NO 25
ANDREW.J.PAUL (29063) HARISH J (29075) RAAJVARMAN N (29092) SUBASRI S (29109)

Recap
Raw materials used and its availability Product Life Cycle SWOT Analysis Areas Driving Business Operations Market Share

Production To Supply Path

Manufacturers

Distributors

Wholesalers

Retailers

Distribution Systems - Parle

Parle depots(31)

Wholesalers and distributors(1500)

Carry forward agents

Retailers(425000)

Distribution Systems - ITC

Distribution Systems - Britannia

Manufacturing Outlets(4) Distributor Carrying and forwarding agents

Wholesaler

Retailer

Customer

 The biscuit king In1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295.
2007- Britannia ranked No.1 in the Metros across all categories

Newly-added tag of health and nutrition. A clever formula of prices and products Targeting every segment of the Indian market

Competitors

Technology used in Biscuits industry

Dough mixer Rotary Moulder Rotary Cutter Biscuit Baking Oven Firing Chambers Insulation Baking System Laminator Cooling Conveyor and Stacker Machine Oil Sprayer Biscuit Sandwiching Machine

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.

Ownership Pattern

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

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

Organizational Structure

Financial Parameters

Financial Parameters

Product Portfolio

Product Segmentation

Portfolio Analysis
High

Stars
Treat; Milk Bikis 50-50;Tiger;
Market Growth

Question Marks
Time pass Pure magic
Low

High

Relative Market share

Cash Cows Marie-gold Good-day

Low

Dogs Nutri choice,

Little Hearts

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

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 60

gram packs to 90 gram packs at the same price tags.

Eat Healthy. Think Better. Buy Britannia

Britannia now wants to become a foods giant, with the newlyadded 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 in the 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 adopted in 1999 . The sales bounced 37% high on account of this strategy

Positioning Map

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.

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.

BRITANNIA INDUSTRIES LIMITED Eat Healthy. Think Better. Buy Britannia

The biscuit king In1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) 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