BRITANNIA Company Overview The story of one of India's favorite brands reads almost like a fairy tale.

Once pon a time! in "#$% to be precise! a bisc it company was started in a nondescript ho se in Calc tta &now 'olkata( with an initial investment of Rs. %$). The company we all know as Britannia today. The be*innin*s mi*ht have been h mble+the dreams were anythin* b t. By "$",! with the advent of electricity! Britannia mechanised its operations! and in "$%"! it became the first company east of the - e. Canal to se imported *as ovens. Britannia's b siness was flo rishin*. B t! more importantly! Britannia was ac/ irin* a rep tation for / ality and val e. As a res lt! d rin* the tra*ic 0orld 0ar II! the 1overnment reposed its tr st in Britannia by contractin* it to s pply lar*e / antities of 2service bisc its2 to the armed forces. As time moved on! the bisc it market contin ed to *row3 and Britannia *rew alon* with it. In "$4)! the Britannia Bisc it Company took over the distrib tion of bisc its from 5arry's who till now distrib ted Britannia bisc its in India. In the s bse/ ent p blic iss e of "$4#! Indian shareholdin* crossed 6,7! firmly establishin* the Indianness of the firm. The followin* year! Britannia Bisc it Company was re+christened Britannia Ind stries 8imited &BI8(. 9o r years later in "$#:! it crossed the Rs. ",, crores reven e mark. On the operations front! the company was makin* e/ ally dynamic strides. In "$$%! it celebrated its 5latin m ; bilee. In "$$4! the company nveiled its new corporate identity + 2<at =ealthy! Think Better2 + and made its first foray into the dairy prod cts market. In "$$$! the 2Britannia 'hao! 0orld C p ;ao2 promotion f rther fortified the affinity cons mers had with 'Brand Britannia'. Britannia strode into the %"st Cent ry as one of India's bi**est brands and the pre+ eminent food brand of the co ntry. It was e/ ally reco*nised for its innovative approach to prod cts and marketin*> the 8a*aan ?atch was voted India's most s ccessf l promotional activity of the year %,," while the delicio s Britannia ),+), ?aska+Chaska became India's most s ccessf l prod ct la nch. In %,,%! Britannia's New B siness @ivision formed a Aoint vent re with 9onterra! the world's second lar*est @airy Company! and Britannia New Bealand 9oods 5vt. 8td. was born. In reco*nition of its vision and acceleratin* *raph! 9orbes 1lobal rated Britannia 'One amon*st the Top %,, -mall Companies of the 0orld'! and The <conomic Times pe**ed Britannia India's %nd ?ost Tr sted Brand. Today! more than a cent ry after those tentative first steps! Britannia's fairy tale is not only *oin* stron* b t bla.in* new standards! and that minisc le initial investment has *rown by leaps and bo nds to crores of r pees in wealth for Britannia's shareholders. The company's offerin*s are spread across the spectr m with prod cts ran*in* from the healthy and economical Ti*er bisc its to the more lifestyle+oriented ?ilkman Cheese. =avin* s cceeded in *arnerin* the tr st of almost one+third of India's one billion pop lation and a stron* mana*ement at the helm means Britannia will contin e to dream

bi* on its path of innovation and / ality. And millions of cons mers will savo r the res lts! happily ever after. 9or the year ended :"st ?arch %,,#! the Company achieved a sales *rowth of "4.)7 on an eCpanded base arisin* from %4.)7 *rowth in the previo s year. Net 5rofit of the Company increased 44.) 7 to Rs "!$", ?n compared with Rs "!,46 ?n in %,,6+,4. Operatin* ?ar*in increased by :,4 basis points to 4.)7. The Company witnessed all ro nd *rowth in key cate*ories with Bisc its recordin* sales of Rs. %:!%$$ ?n. Bread! Cake and R sk b siness crossed the Rs. %!4,, ?n mark d rin* %,,4+,#. This b siness has do bled in two years. In an intensely competitive bisc it environment! all D5ower BrandsE of the Company recorded do ble di*it *rowth! with Ti*er and 1ood @ay *rowin* in eCcess of %,7. The CompanyFs innovation forays have s ccessf lly addressed new benefit cl sters and N triChoice @i*estive has claimed its position in the health and vitality space. The Company contin es to maintain its leadership ed*e in 6 o t of 4 key prod ct se*ments! the only eCception bein* 1l cose.The Company introd ced several new and renovated offerin*s in Ti*er! 1ood @ay! Treat and ?arie1old. The health and n trition platform was b ttressed by Ti*er Banana with Diron+.orE! fortified ?ilk Bikis! renovated ?arie 1old and N trichoice @i*estive. To tap the more ind l*ent cons mers! yo r Company la nched 1ood @ay Classic Cookies! while contin in* to roll o t individ al cons mption packs at the hi*hly affordable Rs. ) price point. The Bread! Cake and R sk portfolio was stren*thened with the s ccessf l rela nch of Breads! fortified with vitamins and minerals! positionin* them firmly as the healthy start to yo r day. This innovation combined with relevant cons mer activation in key markets has seen a :,7G *rowth in the Bread! Cake and R sk b siness.

HI-ION O9 BRITANNIA The story of one of India's favo rite brands reads almost like a fairy tale. Once pon a time! in "#$% to be precise! a bisc it company was started in a nondescript ho se in Calc tta &now 'olkata( with an initial investment of Rs. %$). The company we all know as Britannia today. The be*innin*s mi*ht have been h mble+the dreams were anythin* b t. By "$",! with the advent of electricity! Britannia mechanised its operations! and in "$%"! it became the first company east of the - e. Canal to se imported *as ovens. Britannia's b siness was flo rishin*. B t! more importantly! Britannia was ac/ irin* a rep tation for / ality and val e. As a res lt! d rin* the tra*ic 0orld 0ar II! the 1overnment reposed its tr st in Britannia by contractin* it to s pply lar*e / antities of 2service bisc its2 to the armed forces. As time moved on! the bisc it market contin ed to *row3 and Britannia *rew alon* with it. In "$4)! the Britannia Bisc it Company took over the distrib tion of bisc its from 5arry's who till now distrib ted Britannia bisc its in India. In the s bse/ ent p blic iss e of "$4#! Indian shareholdin* crossed 6,7! firmly establishin* the Indianness of the firm. The followin* year! Britannia Bisc it Company was re+christened Britannia Ind stries 8imited &BI8(. 9o r years later in "$#:! it

crossed the Rs. ",, crores reven e mark. On the operations front! the company was makin* e/ ally dynamic strides. In "$$%! it celebrated its 5latin m ; bilee. In "$$4! the company nveiled its new corporate identity + 2<at =ealthy! Think Better2 + and made its first foray into the dairy prod cts market. In "$$$! the 2Britannia 'hao! 0orld C p ;ao2 promotion f rther fortified the affinity cons mers had with 'Brand Britannia'. Britannia strode into the %"st Cent ry as one of India's bi**est brands and the pre+ eminent food brand of the co ntry. It was e/ ally reco*nised for its innovative approach to prod cts and marketin*> the 8a*aan ?atch was voted India's most s ccessf l promotional activity of the year %,," while the delicio s Britannia ),+), ?aska+Chaska became India's most s ccessf l prod ct la nch. In %,,%! Britannia's New B siness @ivision formed a Aoint vent re with 9onterra! the world's second lar*est @airy Company! and Britannia New Bealand 9oods 5vt. 8td. was born. In reco*nition of its vision and acceleratin* *raph! 9orbes 1lobal rated Britannia 'One amon*st the Top %,, -mall Companies of the 0orld'! and The <conomic Times pe**ed Britannia India's %nd ?ost Tr sted Brand. HA8I<It is said that witho t theory! practice is blind and witho t practice theory is meanin*less. =ence practical trainin* has been made inte*ral part of the mana*ement ed cation in India. The s mmer trainin* pro*rammers are desi*ned to *ive a mana*er the f t re of the corporate happenin*s and work c lt re. It eCposes the potential of the mana*er of the f t re to the act al t ne of the workin* environment present is dynamic or*ani.ation. 5ersonnel mana*ement is that part of mana*ement concerned with the people at work and with their relationships within the or*ani.ation. Trainin* is the process of increasin* the knowled*e and skill for doin* a partic lar Aob. It is an or*ani.ed proced re by which people learn knowled*e and skill for a definite p rpose. The p rpose of trainin* is basically to brid*e the *ap between Aob re/ irements and present competency of an employee. I am fort nate proAect I tried to find o t the workin* methods and techni/ es! which is eno *h to *et the opport nity of vocational trainin* at ;. B. ?an*haram 9oods 5vt. 8td.! 1walior.

5RO@ICT- J -<RHIC<Ti*er! la nched in "$$4! became the lar*est brand in Britannia's portfolio in the very first year of its la nch and contin es to be so till today. Ti*er has *rown from stren*th to stren*th and the re+invi*oration in ; ne %,,) and more recently! in Apr %,,# has f rther helped bolster its *rowth in the hi*hly competitive *l cose bisc it cate*ory Ti*er is a 1l cose bisc it! which comes with the added *oodness of wheat and milk. It is for modern mothers who play an enablin* role for their children to compete in today's world and th s want the best. Now Ti*er 1l cose has been fortified with 2Iron Bor2 with an attempt towards addressin* the Iron @eficiency crisis the children of India face. Over the years! Ti*er has become the mass+market face of Britannia symbolisin* f n and ener*y in both rban and r ral India! and transcendin* *l cose bisc its. Ti*er Cocon t > @elicio s Cocon t 9lavo red <ner*y Bisc its! la nched in %,," Ti*er Creams > 0as Introd ced in %,,% at A st Rs ) per pack. Ti*er Cream is now available in Oran*e! <laichi! Chocolate! 5ineapple! -trawberry and B tterscotch flavo rs! and promises to brin* more f n and more ener*y to children across the co ntry. Chota Ti*er > Is an eCtension of brand Ti*er la nched nationally in ?ay! %,,4. It is mini si.ed poppable *l cose bisc it with colo red s *ar sprinklin*. It comes in two variants> ?ilk -parkies and Choco -parkies Ti*er Banana > Britannia is committed to help sec re every child's ri*ht to 1rowth J @evelopment thro *h *ood food everyday. 5 rposef lly takin* forward the credo of '<at =ealthy! Think Better '! we have la nched a new variant nder o r power brand TI1<R + TI1<R BANANA + power packed with IRON BOR J and with the deli*htf l taste of banana. Britannia 1ood @ay was la nched in "$#6 in two delectable avatars + 1ood @ay Cashew and B tter. Over the years! new variants were introd ced + 1ood @ay 5ista Badam in "$#$! 1ood @ay Chocochips in %,,, and 1ood @ay Chocon t in %,,K. This rich bisc it enAoys a fan followin* of cons mers across all a*es! loyal to the brand promise of a *reat taste evident from the visibly ab ndant in*redients. 1ood @ay is amon*st the fastest *rowin* brands in Britannia's portfolio and is today the market leader with almost %L: share of the market. The brand is synonymo s with everyday treats that inf se happiness into people's daily lives. After two decades of ma*nificent s ccessM it was time to *ive the nation yet another reason to have a *ood day. Ab ndance! *oodness! ind l*ence and now nrestrained Aoy N that is the messa*e of this new campai*n. The new TT ad is the ncontrollable eCpression of the ticket collector's happiness and Aoy that is stim lated by cons mption of the cookie! that spreads cheer amon*st the people aro nd him creatin* an atmosphere of shared Aoy that's norchestrated and strai*ht from the heart. The celebration was taken to the I58 as 1ood day cheered alon* with a million

cricket fans in the stadi ms! each screamin* and proclaimin* 2=o *aya re 1ood @ay2. The da..lin* brilliance of this endeavo r! the conta*io s rhythm needs to be lived and spread thro *h the nation! makin* 'Iska toh ho 1aya Re 1ood @ay' a part of the common lin*o and a way of life. 1ood @ay tr ly believes la *hter and happiness are infectio s! it transcends race! caste creed nifyin* h manity in an incl sive emotion. The brand perseveres to inf se cheer! hearten the nation and enliven lives. 0ith its ri*htf l place on the front pa*e of The Times of India! 1ood @ay *ifts the nation a priceless treas re! that of spreadin* ;OOP0ith a brand name like ),+),! can the prod ct be anythin* b t f nQ 8a nched in "$$:! ),+), belon*s to the family of crackers and is considered the 2very very tasty tasty2 snack. Britannia ),+), is the leader in its cate*ory with more than one+third of market share. The versatile and yo thf l brand constantly aims to provide a novel and eCcitin* taste eCperience to the cons mer. As a res lt! in %,,"! the delicio s ?aska Chaska was la nched as a variant of the ori*inal brand and became an instant s ccess. 'ids may dislike drinkin* milk! b t they love Britannia ?ilk BikisP ?ilk Bikis has been tr sted by mothers as a so rce of *rowth ener*y of milk and their loyalty to the brand has made it an inte*ral part of their children n trition re*imen In "$$6! ?ilk Bikis la nched a variant called ?ilk Cream. These ro nd bisc its come with smiley faces and are f ll of milk cream that makes them very pop lar with children. ?ilk Cream also promoted the idea of 'eatin* milk' in a y mmy way! which makes mothers happy as well To keep pace with the demands of the new *eneration and to brin* milk n trition to the masses in a deli*htf l form! ?ilk Bikis! went one step f rther in the last / arter of %,,6 in providin* not A st ener*y b t Rdevelopmental f elS for children. 0ith a ni/ e and attractive honeycomb desi*n and an enhanced prod ct eCperience! the new bisc it is now fortified with -?ART NITRI<NT- N K vital vitamins! iron and iodine! proven to aid mental and physical development in *rowin* kids.Britannia's oldest brand enAoys a herita*e that spans the last ), years and *oin* stron*. In a market swamped with me+too prod cts and where even the name '?arie' has become *eneric! Britannia ?arie 1old has maintained its stron*hold. Today! the ever+pop lar ?arie 1old is synonymo s with the 'Tea Time Bisc it'. Its taste! crispiness and li*htness make it a m st for every tea break. It is the T" brand in its cate*ory by a lon* shot.

Ind stry 5rofile+9ast ?ovin* Cons mer 1oods&9?C1(Ind stry > 9?C1 are prod cts that have a / ick shelf t rnover! at relatively low cost and don't re/ ire a lot of tho *ht! time and financial investment to p rchase "( U9ast ?ovin* is in opposition to cons mer d rables s ch as kitchen appliances that are *enerally replaced less than once a year. %( Three of the lar*est and best known eCamples of 9ast ?ovin* Cons mer 1oods companies are Britannia! NestlV! Inilever and 5rocter J 1amble. :( The Indian 9?C1 sector is an important contrib tor to the co ntry's 1@5. It is the fo rth lar*est sector in the economy and is responsible for )7 of the total factory employment in India . K( This has been d e to liberali.ation! rbani.ation! increase in the disposable incomes and altered lifestyle. )( The lower+middle income *ro p acco nts for over 6,7 of the sector's sales. R ral markets acco nt for )67 of the total domestic 9?C1 demand. 9?C1 -<CTOR> 9ast ?ovin* Cons mer 1oods &9?C1( *oods are pop larly named as cons mer packa*ed *oods. Items in this cate*ory incl de all cons mables &other than *roceriesLp lses( people b y at re* lar intervals. The most common in the list are toilet soaps! deter*ents! shampoos! toothpaste! shavin* prod cts! shoe polish! packa*ed foodst ff! ho sehold accessories and eCtends to certain electronic *oods. These items are meant for daily of fre/ ent cons mption and have a hi*h+ret rn. A maAor portion of the monthly b d*et of each ho sehold is reserved for 9?C1 prod cts. The vol me of money circ lated in the economy a*ainst 9?C1 prod cts is very hi*h. T=< TO5 ", CO?5ANI<- IN 9?C1 -<CTOR -8. NO. Companies ". =ind stan Inilever 8td. %. ITC &Indian Tobacco Company( :. NestlV India K. 1C??9 &A?I8( ). @ab r India 6. Asian 5aints &India( 4. Cadb ry India #. Britannia Ind stries $. 5rocter J 1amble =y*iene and =ealth Care ",. ?arico Ind stries

58ANT 8OCATION > Britannia's plants are located in the K maAor metro cities N 'olkatta! ? mbai! @elhi! and Chennai. A lar*e part of prod cts are also o tso rced from third party prod cers. @airy prod cts are o t so rced from three prod cers + @ynamic @airy based in Baramati! ?aharashtra! and ?odern @airy at 'arnal in =aryana and Thacker @airy 5rod cts at =owrah in 0est Ben*al. Britannia had spent ,." million I-W to hire 5aris based desi*ner -hombit -en 1 pta to create a lo*o and packa*in* desi*n. The lo*o had three obAectives> ". 1ive cons mer reass rance that it was a tr sted and familiar brand. %. Britannia has the ability to chan*e. :. It had to be appropriate to the b siness the company was in. The lo*o consists of the companys name and slo*an! X<at =ealthy Think BetterY. The =indi rendition is X-wastha 'hao! Tan ?an ;a*aoY. The corporate statement X<at =ealthy Think BetterY capt res the Indian concept of the nity of mind and body. The lo*o has three colo rs red! white! and *reen each havin* its own si*nificance. Colo r Red denotes <ner*y and Hitality. 0hite denotes p rity. 1reen stands for N trition and 9reshness. The strike comm nicates Innovation and 9 t ristic 5ower of Britannia. Today! Britannia is the lar*est bisc it and bakery company in the co ntry with the daily sales t rnover of over Rs. #K4# million. It is the market leader in the ".:+million tonne Indian bisc its ind stry with a 6,7 share. It has maintained market leadership with a K#7 val e market share in the or*ani.ed sector. Britannia core b sinesses constit te of Bakery and @airy prod cts. Bakery prod cts acco nt for $,7 of the reven es and incl de Bisc its! Bread and Cake J R sk. @airy prod cts contrib te to ",7 of Britannias ann al t rnover of Rs":.:#bn. Thro *ho t its eCistence! Britannia has operated on the principles of providin* prod cts to the cons mers that are healthy and tasty. This is bro *ht abo t by the se of hi*h / ality in*redients with a stron* foc s on nat ralness and modern man fact rin* practices. The company today has a wide ran*e of bakery prod cts in the bisc it! bread and cake se*ment. It has trimmed down its wide prod ct portfolio by red cin* the prod cts from :) to aro nd %) and be*an to foc s on val e+added instead of low+mar*in prod cts. BI8 &Britannia Ind stries 8td.( has decided to foc s on seven core brands in the bisc its and bakery cate*ory. The brands incl ded 1ood @ay! Ti*er! ),+),! -naC! and the Cream Treat brands! amon* others.0ith the la nch of Ti*er brand! it has taken a pl n*e in the low+end cate*ory! takin* competition head on with 5arle! which is the leader in this se*ment. The company has also diversified within dairy and bakery prod cts to enter the

b tter! cheese and *hee markets. The portfolio was eCpanded with the la nch of b tter! p re flavored milk in tetra packs and I=T milk. Britannia has b ilt an enviable retail distrib tion network! which services K,,!,,, retail o tlets in %!%,, towns with the help of %!),, distrib tors. The company is a**ressively eCpandin* its network with a bias towards the r ral markets Recently! in the ethnic food se*ment! the company introd ced a new ran*e of traditional namkeens in ? mbai called Britannia -naC. The new ran*e incl des seven varieties of traditional namkeens like 'Bikaner ki Bh Aia' and 'RaAasthani Al Bh Aia' in a price ran*e of between Rs ) and Rs %,.The company is in the process of settin* p a 1reenfield Bisc it 5roAect in Ittaranchal to a *ment its prod ction capacity! entailin* an investment of abo t Rs )).% crore. This plant will have capacity to prod ce over K)!,,, tonnes of two or three varieties of bisc it per ann m. -o after over seven decades of bein* inseparable part of life in India! Britannia is now set to sher its c stomers into a healthier and tastier f t re

@I-TRIBITION N<T0OR' O9 BRITANNIA BI-CIIT?ANI9ACTIR<R Z C J A1<NTZ -I5<R -TOC'I-TZ -TOC'I-TZ R<TAI8<R9or a s ccessf l prod ct it is essential for the company to se the comm nication miC in the ri*ht way. An effective comm nication miC incl des the ri*ht messa*e thro *h the ri*ht messa*e and the time of the comm nication sho ld be ri*ht. The companies comm nicate with their c stomers thro *h the promotional activities that they do from time to time. The companies se this miC to be in constant to ch with their c stomers and also to keep remindin* them of their presence. The company needs to keep few criteria while desi*nin* the miC like> ". The tar*et se*ment for a prod ct needs to be kept in mind while desi*nin* a miC. %. The choice of media is very important as the advertisement has to reach to the masses.

:. The obAective of the comm nication has to be well defined as to whether it will be for a new prod ct or an eCistin* prod ct.

BritanniaSs comm nication miC has the followin* maAor components > Advertisin* -ales 5romotion 5 blic relations and 5 blicity @irect and Interactive ?arketin* 5ersonal -ellin*

-0OT ANA8O-I-tren*th 9 lfill one of o r Basic Re/ irement amon* Air ! 0ater ! 9ood! -helter 0idely accepted in all 1enerations <asily available in vario s forms 5rovide *ood Instant Remedy for h n*er in the form of readymade food 5reserves the non seasonal food and makes it available all thro *ho t the year 0eakness @ecreases n tritional val e Increases the cost of food prod ct Ind stry and technolo*y re/ ires hi*h investment Re* lar sa*e of processed food can ca se alteration in health

Opport nities Increase economy of India 1enerate employment opport nity 1ood / ality of 1oods 5rovide competition to forei*n companies Improve livin* standard 5rovide *oods to nation at cheaper rate Inflow of forei*n reserve and f nds for the *ovt.&taCes( Threats ?any companies are res lt oriented

Increase in poll tion -ometimes provide poor / ality of prod ct for more profit 8ack of technolo*y Inable to tili.e all the reso rces efficiently

5<-T J ?icro environmental 9actors> A 5<-T analysis is sed to identify the eCternal forces affectin* an or*ani.ation .This is a simple analysis of an or*ani.ations 5olitical! <conomical! -ocial and Technolo*ical environment. A 5<-T analysis incorporatin* le*al and environmental factors is called a 5<-T8< analysis. 5olitical The first element of a 5<-T analysis is a st dy of political factors. 5olitical factors infl ence or*ani.ations in many ways. 5olitical factors can create advanta*es and opport nities for or*ani.ations. Conversely they can place obli*ations and d ties on or*ani.ations. 5olitical factors which infl ence the Britannia are as follows>+ ?ethodolo*y of development of -tandards . 5rovisions of 8abellin*. Acceptance of a basic list of additives. ?atters relatin* to 1?5&1ood ?an fact rin* 5ractice(! 1=5&1ood =ealth 5lan( Iss es related to CodeC. 5roced re for samplin*J la nchin* of 5rosec tion. 1radin* of violations accordin* to the nat re of discrepancy. 8e*islation s ch as the minim m wa*e or anti discrimination laws. Hol ntary codes and practices. ?arket re* lations. Trade a*reements! tariffs or restrictions. Non conformance with le*islative obli*ations can lead to sanctions s ch as fines! adversep blicity and imprisonment. Ineffective vol ntary codes and practices will often lead to *overnments introd cin* le*islation to re* late the activities covered by the codes and practices. <conomical The second element of a 5<-T analysis involves a st dy of economic factors. All b sinesses are affected by national and *lobal economic factors. National and *lobal interest rate and fiscal policy will be set aro nd economic conditions. The climate of the economy dictates how cons mers! s ppliers and other or*anisational stakeholders s ch as s ppliers and creditors behave within society. An economy nder*oin* recession will have hi*h nemployment! low spendin* power and low stakeholder confidence. Conversely a Xboomin*Y or *rowin* economy will have low nemployment! hi*h spendin* power and hi*h stakeholder confidence.

A Britannia will respond to economic conditions and stakeholder behavio r. 9 rthermore Britannia will need to review the impact economic conditions are havin* on their competitors and respond accordin*ly. A tr ly Britannia has to be aware of economic conditions across all borders and needs to ens re that it employs strate*ies that protect and promote its b siness thro *h economic conditions thro *ho t the world. -ocial The third aspect of 5<-T foc ses its attention on forces within society s ch as family! friends! collea* es! nei*hbo rs and the media. -ocial forces affect o r attit des! interest s and opinions. These forces shape who we are as people! the way we behave and ltimately what we p rchase. 9or eCample within the I' peoples attit des are chan*in* towards their diet and health. As a res lt the I' is seein* an increase in the n mber of people Aoinin* fitness cl bs and a massive *rowth for the demand of or*anic food. 5op lation chan*es also have a direct impact on or*anisations. Chan*es in the str ct re of a pop lation will affect the s pply and demand of *oods and services within an economy. 9allin* birth rates will res lt in decreased demand and *reater competition as the n mber of cons mers fall. In s mmary Britannia m st be able to offer prod cts and services that aim to complement and benefit peoples lifestyle and behavio r. If Britanniado not respond to chan*es in society they will lose market share and demand for their prod ct or service. Technolo*ical Ins rprisin*ly! the fo rth element of 5<-T is technolo*y! as yo are probably aware technolo*ical advances have *reatly chan*ed the manner in which b sinesses operate. Or*anisations se technolo*y in many ways! they have ". Technolo*y infrastr ct re s ch as the internet and other information eCchan*e systems incl din* telephone %. Technolo*y systems incorporatin* a m ltit de of software which help them mana*e their b siness. :. Technolo*y hardware s ch as mobile phones! Blackberrys! laptops! desktops! Bl etooth devices! photocopiers and faC machines which transmit and record information. Technolo*y has created a society which eCpects instant res lts. This technolo*ical revol tion has increased the rate at which information is eCchan*ed between stakeholders. A faster eCchan*e of information can benefit Britannia company as they are able to react / ickly to chan*es within their operatin* environment. =owever an ability to react / ickly also creates eCtra press re as b sinesses are eCpected to deliver on their promises within ever decreasin* timescales.. Technolo*y will contin e to evolve and impact on cons mer habits and eCpectationM if Britannia i*nores this fact then it will definitely face eCtinction. -TRAT<1I<Corporate strate*y 2O r markets are poised for eCcitin* times. As a s ccessf l or*anisation! we m st not only keep pace with cons mer eCpectation! b t also anticipate them. O r new identity is

to lay the base to proAect o r f t re as a s ccessf l 'food' company! a company that provides hi*h / ality and tasty! yet healthy foods and bevera*es The 1ro p ?ana*ement Board comprises the Hice Chairman J ?ana*in* @irector! 5residents of the B siness -ectors as well as heads of certain key corporate f nctions. In %,",! Britannia! one of the Indias lar*est bisc it brands held a market share of :#7 in terms of val e. Indian bisc it ind stry! the third lar*est prod cer of the bisc its in the world was hi*hly nder+penetrated. This presented n mero s *rowth opport nities to new as well as eCistin* players. Apart from the presence of bi* players like ITC 9oods and 5arle! the local man fact rers of bisc its and other Indian snacks had been raisin* concerns for Britannia. Besides competition! Britannia faced critical challen*es d e to declinin* mar*ins in the bisc it ind stry d e to the increasin* costs of raw materials. Its profit had been on a decline since %,,). Tho *h Britannia had forayed into dairy and bakery prod cts! $,7 of its reven es still came from its core b siness in bisc its cate*ory which was lar*ely driven by prod ct innovation. The case! hi*hli*htin* the Britannias *rowth strate*ies! provides scope to analyse opport nities and challen*es for Britannia in the Indian bisc it ind stry. 5eda*o*ical ObAectives> 5rod ct portfolio mana*ement! brand eCtension and market se*mentation of Britannia Analysin* prod ct innovation strate*ies of Britannia as its competitive advanta*e Or*anic and inor*anic *rowth strate*ies of Britannia to face the challen*es in the Indian bisc it ind stry.

B siness -trate*y It relates to the f nctional areas s ch as prod ction! marketin*! finance! personnel etc. ". Britannia has been investin* si*nificantly in hi*her and better / ality of h man reso rces both at the front end and at the back end. It has sharply se*mented its *o+to+ market strater*y and nlike an earlier foc s on simply increasin* the n mber of o tlets it covered. %.Britinnia now has separate teams for *eneral sales! modern trade! instit tions! and semi+ rban and r ral markets. It is b ildin* stron* capabilities in each of these se*ments. :. Britinnia has been workin* with an international cons ltin* a*ency for b ildin* capabilities shopper nderstandin* as opposed to cons mer nderstandin*. K. In %,,#! Britinnia divided its prod ct portfolio into two distinct cate*ories> 2health and wellness2 and 2deli*ht and lifestyle.2 5rod cts s ch as Ti*er *l cose and N triChoice bisc its fall nder the former cate*ory! while 1ood @ay and Treat fall nder the latter. <ach cate*ory is headed by a senior eCec tive responsible for o tlinin* distinct *rowth strate*ies. ). Other initiatives incl de introd cin* personal cons mption packs to attract yo th and people on the move! addin* transit points s ch as b s stops and small roadside shops to its distrib tion network! and addressin* workers in the b siness process o tso rcin* ind stry as a potential new market. 6. Britinnia has do bled its ad spendin* in the last three years. It is also workin* to increase trade marketin* visibility and! for the first time ever! has si*ned on with a trade

marketin* a*ency. Accordin* to one of director of Britannia company ?r.?ehta! Britannia plans to increase advertisin* and marketin* spendin* to ",7 to "%7 of sales over the neCt few years from a c rrent 47. 4. On the infrastr ct re front! Britannia has added %,,!,,, tons of ann al capacity! an increase of abo t 6,7. It has also devised a lon*+term distrib ted man fact rin* strater*y! p t in place a contin o s replenishment s pply efficiency system! and stren*thened its s pply chain mana*ement si*nificantly. 9 nctional strate*y @evelopin* and mana*in* an advertisin* pro*ram incl des ". -electin* the obAective %. @ecidin* on the advertisin* b d*et :. @evelopin* the advertisin* campai*n K. Choosin* the comm nication vehicle ). <val ation Britannia has adopted three+pron*ed strate*y ". 9reshness &lower pipeline stock( %. Availability &improve distrib tion network( :. Hisibility &more shelf space at modern trade(

5romotional strate*ies 2<at Britannia! 1o for 0orld C p2 was the theme adopted in "$$$ .5eople bo *ht the bisc it packs and searched for the l cky scratch for flyin* to <n*land to see world C p Cricket match.The sales bo nced :47 hi*h on acco nt of this strate*y.The scheme came alive a*ain d rin* the world C p ?atch in %,,%+%,,: in -o th Africa. 2 8a*an + the s per hit movie 2 bro *ht fame to Britannia Bisc its also as K,,,, b yers of Britannia Bisc it packs were invited to see and a small l cky *ro p to play the *ame with the movie -tars of 8a*an. 0hat a novel way to promote a prod ct + a perception in correct proportion indeed.

Key Steps towards strategic planning HI-ION Think Of A 5 rpose That -pirals 9orth To Create Innovations 9rom 0ithin This Hisionary BealM B ilt On Tr st And 'nowled*e! =as <mpowered The 0adia 1ro p In Hario s B siness <nterprises 9or more Than A Cent ry. It now promises m ch more in the New <conomy ... To dominate the food and bevera*e market in India with a distinctive ran*e of XTasty Oet =ealthyY Britannia brands. <very third person! in India! sho ld be a Britannia cons mer.

?ission To dominate the food and bevera*e market in India thro *h a profitable ran*e of XTasty Oet =ealthyY prod cts by makin* every Indian a Britannia cons mer. To be one of the best bisc it company. @evelopment of prod ction in partenership with o r c stomers to their specification. 9leCibility J capability tomeet small J lar*e prod ction r ns

ObAectives -hort+term ObAective > To improve ima*e to shareholders. To improve internal processes and controls. To increase N-H and ROI. 8on*+term ObAective > To be the lowest+cost prod cer in the market. To become lar*est vol me player in the bakery ind stry.

[ ality ObAectives > Red ction in c stomer complaints To start doc mentation of market ret rns dealer wise To empower the workmen on individ al work area to ens re that only / ality prod ct are passed on the neCt pa*e of prod ction. Contin o s trainin* for the development of h man reso rces.

To minimi.e the accident level.

As part of the *rowth strate*y! the company always try to b ild on the val es of brand 2Britannia2 by a**ressively p rs in* tasty yet healthy offerin*s of mass appeal and also la nchin* a host of affordable prod cts! which wo ld help reA venate the mother brand and drive cate*ory cons mption. 1oals Once the company developed their vision! mission and core val es! they can then develop the *oals and obAectives needed to achieve yo r vision. 1oals are *eneral statements of what Britannia wants to achieve. -o they need to be inte*rated with their vision. They also need to be inte*rated with their mission of how they are *oin* to achieve their vision. To improve profitability To increase efficiency To capt re a bi**er market share To provide better c stomer service To improve employee trainin* To red ce carbon emissions

-tate*ies Britannia spends a *reat amo nt on promotional strate*ies like advertisements for the vario s prod cts it offers. It ses a miC of all the media forms to reach the maCim m cons mers. They advertise thro *h television! print! radio and reach o t to their tar*et a diences. -ome of Britannias pop lar b siness promotional strate*ies are as follows> Britannia 'hao! 0orld C p ;ao which took ",, me*a+winners to Old Bli*hty to watch the Cricket 0orld C p at Britannia's eCpense. This was a very smart initiative taken by Britannia to motivate cons mers to b y more of Britannias prod ct in order to increase there chances of bein* selected for the to r. This in t rn helped the company to boost p its sales before and d rin* the me*a event. Britannia R lesP A day before the 0orld C p Of Cricket $$ be*an in <n*land on ?ay "K! "$$$! one of Britannia Ind stries' senior+most marketin* mana*ers was spotted at ? mbai's -ahara International Airport+escortin* a *a**le of eCcited children! all of them sportin* Britannia caps! Britannia T+shirts! and other assorted Britannia paraphernalia. No! he wasn't test+ positionin* yet another brand of bisc its on a *ro p of ns spectin*

yo n* ' ns in an airport lo n*e. Those kids were act ally some of the ",, me*a+winners of the Britannia 'hao! 0orld C p ;ao contest! bein* flown off on charters to Old Bli*hty to watch the 0orld C p at Britannia's eCpense. -ee Cricket. -leep Cricket. <at Only Britannia &sicP(. Another eCcellent eCample of sport personality cra.e and innovation came from Britannia. The company recently offered a white marble free with every pack of Britannia Treat. The marble has a caricat re of a Indian Cricketer printed on it! an innovative conversion of cra.e for cricket J cricketin* stars eCploited with a fresh perspective.

Ora*ani.ation+-trate*ic ?ana*ement 5rocess. " -trate*y 9orm lation "( 9ramin* ?ission and ObAectives>+ In the step Britannia Company 9orms its mission and obAective! which has been decided by top level mana*ement mainly by ?rs. Nasali wadia and ?s. Hinita Bali %( Analysis of the Internal <nvironment>+ In this part Britannia company analy.e its stren*th! weakness ! opport nity! and threat which I have already shown yo before! this is also decided by the top level mana*ement or b ild p a tomatically as company pro*ressed p. :( Analysis of the <Cternal <nvironment>+ In this part company done eCternal analysis i.e. 5<-T analysis. In market Briatannia is a bi* name so politically he is stron*! Chairmen Nasali wadia is en*a*ed in many Indian *overnment and political society. K( 1ap Analysis>+ Britannia bisc its is the most sellin* bisc its brand across the *lobe!Britannia bisc its are healthy!efficient! powerf l! standardi.ed! se*mented accordin* to cate*ories and cheap in price. -o all to*ether c stomer *ets what they need! sometime there is *ap between their eCpectations and companies delivery of \prod ct. )( 9ramin* Alternative -trate*ies>+ They have also back p plan! they se those plan accordin* to the market condition. 6( Choice of -trate*y>+ Britannias first choice shop they kept Britannia contest to attract c stomer. They can think differentiation as their alternate choice. -trate*y Implementation

"( 9orm lation of 5lans> + The strate*y planned by top level mana*ement. B t the implementation part has done by B siness level and f nction level. %( The plan that how can they achieved the tar*et. 9or this they divided the bi* work into small work. After that they implement small work. :( 5ro*rams and proAects>+ After ac/ irin* the biffest share in the market they are preparin* their company for the neCt step to achieve its *oal.Their mana*ement is trained by the trainin* pro*ram to make them familiar with the Britannia family. Reso rce Allocation>+ To develop Britannia Bisc its market Britannia company is sin* vario s reso rces s ch as physical reso rces! financial reso rces and h man reso rces. K( -tr ct ral Implementation>+ There is need for or*ani.ational str ct re to implement strate*ies.britannia companys str ct re is the framework thro *h which an or*ani.ation operates. )( 9 nctional Implementation>+ A mana*er can also chan*e activity of the sales person. The mana*er that is head of the department of the Britannia Company takes all roles and responsibilities to *et the work done from others. The decisions taken by them are implemented by all the workers or employees. 6( Behavioral Implementation>+ Britannia is very m ch employee oriented or*ani.ation the marketin* departments have *iven the performance bon s J they have been send to the fatory to demonstrate bisc its. -trate*y <val ation "( -ettin* of -tandards>+ In this level mana*er set tar*et to his sales person! *enerally every departments work on tar*et basis. %( ?eas rement of 5erformance>+ Now in this case mana*er analy.e that whatever the tar*et had *iven to the sales peoples has done or not. :( Comparison of Act al 5erformance with standards>+ Now they check the act al performance of the sales people and analy.e the performance. K( 9indin* o t deviations>+ In this case they check why the sales people not able to achieve the tar*et! whatever the tar*et had *iven to the sales people where was the deviation. )( Analy.in* @eviations> + After that the mana*er and top level mana*ement check that deviation. 6( Takin* Corrective meas res>+ After that man*er tries to solve those deviation. Basically the sales people will a*ain send to the trainin* field review and on Aob trainin*! this is the method Britannia adopts / ite often.

9INCTIONA8 -TRAT<1I<-. In an or*ani.ation there are namely fo r important f nctions i.e. ?arketin* 9inance Operations = man reso rce ?arketin* -trate*ies. BRITANNIA company has won many awards ! beca se of their hi*h / ality prod cts and c stomer satisfaction and became "st bisc it company in world. -ince they are also worth for their marketin* strate*ies lets *a.e across. The main marketin* strate*ies followed by the firm are+ "( 5rod ct strate*y. %( Red ced losses by way of elimination of losses. :( Tar*et c stomers to capt re *rowth in each cate*ory by se*mentin* the market both alon* conventional lines and thro *h se*mentation. K( 8ook beyond the prod ct! at the c stomer. And se knowled*e to reposition the brand. )( =i*h class RJ@! and recently enhanced testin* and eval ation facilities 6( A corporate ima*e of / ality. ] <at =ealthy. Think Better. B y Britannia. The #,+year+old bisc it kin* is reinventin* itself. Britannia now wants to become a foods *iant! with the newly+added ta* of health and n trition. 0hat's more! with a clever form la of prices and prod cts! it is tar*etin* every se*ment of the Indian market. ] After all! the Rs "!,:,+crore Britannia had spent a whoppin* Rs ", crore on the bkwcA contest+the sin*le bi**est promotion ever in the Indian marketin* history. Instead of concentratin* on a few of its bisc it brands! Britannia incl ded all "6 of them in the 4+ level contest it ran! which blocked the air+waves for ": weeks. The res lt> ".6, crore c stomers act ally eCchan*ed K empty packs each for the booklet on cricket that came as the first reward 5ricin* strate*y. "( Cost based pricin*. %( @emand based pricin*. :( Competition oriented pricin*. K( 5rod ct oriented pricin*. )( Affordability based pricin*. 5romotional strate*y.

2<at Britannia! 1o for 0orld C p2 was the theme adopted in "$$$ .5eople bo *ht the bisc it packs and searched for the l cky scratch for flyin* to <n*land to see world C p Cricket match.The sales bo nced :47 hi*h on acco nt of this strate*y.The scheme came alive a*ain d rin* the world C p ?atch in %,,%+%,,: in -o th Africa. 2 8a*an + the s per hit movie 2 bro *ht fame to Britannia Bisc its also as K,,,, b yers of Britannia Bisc it packs were invited to see and a small l cky *ro p to play the *ame with the movie -tars of 8a*an. 0hat a novel way to promote a prod ct + a perception in correct proportion indeed. 9inancial strate*ies. AsBritannia is diversified b siness they are also in financial b siness namedBritannia finance J kotakBritannia so they *et the *ood so rses of money. -ome of them lets come across "( To have lon* term capital they iss e prefence share shares mainly. %( BRITANNIA also do -elf+financin* to meet their capital needs. :( BRITANNIA has the sinkin* f nds to meet their f t re ncertainities. = man Reso rce strate*y. "( BRITANNIA were previo sly hirin* only male candidates! b t they start hirin* female =R mana*ers. %( They adopted =R Acco ntin* for efficient recordin* of employee records. Operational strate*ies. "( After the *reat s ccess of -corpio BRITANNIA b ilt their confedence in ho se RJ@. %( Application of techni/ es like ;[?! 'AIB<N! T[?! T5?! ;IT! ABC analysis help to increase the standards of prod cts thro *ho t the man fact rin* process. Corporate level strate*ies. Corporate level -trate*y helps to achieve performance tar*ets! how to enhance the firms lon*+ term b siness position by matchin* mission with the achievements. -o as the corporate level of Britannia make strate*ies. 9rom the observed data we can assess that Britannia has been *rowin* in s bstantial rate! so they are sin* the 1rowth strate*y. Britannia is con*lomerate b siness or*ani.ation as they are in diversified in vario s sectors. -ince they are sin* *rowth strate*y they have passed all alternatives like they have been mer*ed! ac/ ired! amal*amation! so lets have close look o t their *rowth strate*y.The company is Aointly controlled by 1ro pe @anone of 9rance! which is holdin* %%7 stake and N lsi 0adia *ro p. N sli 0adia is one of the leadin* ind strial ho ses in the co ntry. Britannia enAoys a prominent position in the ind stry. Over the last co ple of years! it has trimmed down its wide prod ct portfolio and be*an to foc s on val e+added instead of low+mar*in prod cts. It mainly caters to the premi m se*ment. 0ith the la nch of Ti*er brand! it has taken a pl n*e in the low+end cate*ory! takin* competition head on with 5arle which is the leader in this se*ment. The company has also diversified within dairy and bakery prod cts to enter the b tter! cheese and *hee markets. The company added two new prod cts ++ -weet 8assi and ?ilkman Cold Coffee ++ to its eCistin* dairy+based drinks portfolio which incl des the \Bip-ip' brand of flavo red milk.

?arket penetration. ?arket penetration occ rs when a company entersLpenetrates a market with c rrent prod cts. The best way to achieve this is by *ainin* competitors' c stomers &part of their market share(. Britannia adopted a new strate*y which incl de attractin* non+ sers of yo r prod ct or convincin* c rrent clients to se more of yo r prod ctLservice &by advertisin* etc(. ?arket penetration occ rs when the prod ct and market already eCists ?arket development. Britannia attempt to identify and develop new areas for marketin* c rrent prod cts.There are three *eneral strate*ies applied in market development> 1rowth -trate*y Internal alternatives. Intersification. + market penetration +market development + prod ct development @iversification + vertical +hori.ontal +con*lemerat +concentric <Cternal alternatives. Ac/ isition ?er*er Ama*lamation ;oin vent re "( 0orkin* within the demo*raphic market to see if any partic lar demo*raphic *ro p can be enco ra*ed to b y more of the prod ct or if any new *ro p within the demo*raphics can be enco ra*ed to p rchase the prod ctM %( 8ookin* at the instit tional market to see if these b yers can be increasedM :( Attemptin* to develop markets in new *eo*raphical areas. To effect these strate*ies! Britannia attempt new distrib tion methods! chan*e the desi*n of promotional efforts! and attempt to discover and promote innovative ses for an eCistin* prod ct. 5rod ct development. Britannia Company has adopted many strate*ies to develop new prod ct. -o that they can attract new c stomers and satisfy old c stomers as well. New prod ct development is

also a necessary response to new technolo*y and chan*in* market conditions. New prod ct development may be handled by a dedicated department within the company or may be part of each brand mana*er's responsibilities. <Cample! Britannia has tried to develop their prod cts as per the c stomerSs convenience. @iabetic c stomers always prefer bisc its like n tria choice! Britannia treat and N tri choice.