A Y 2022-23

An Integrated EADR Report

On

BRITANNIA INDUSTRIS LIMITED

BY

Name of Student: PRATHAMESH SANJAY SHEVATE

Roll NO :20220143146

Submitted to

Savitribai Phule Pune University

In partial fulfilment of the requirement for the award of the degree of

Master of Business Administration (MBA)

Through

Suryadatta Institute of Business Management and Technology

 DECLARATION

I the undersigned hereby declare that the project report on Britannia industries limited &
FMCG which is been submitted as an integrated project of MBA Sem I to Suryadatta Group
of Institutes is an authentic record of my genuine work done under the guidance of Professors
of Enterprise Analysis Desk Research, and Selling & Negotiations Skills Lab.

I assert the statements made and conclusions drawn are an outcome of my research work.

I further certify that

I. The work contained in the report is original and has been done by me under the
general supervision of the faculty members.
II. I have followed the report guidelines provided by the institute in writing.
III. I certify that this report is my own work, based on my study and/or research. I have
acknowledged all material and sources used in its preparation, whether they be books,
articles, reports, lecture notes, and any other kind of document, electronic or personal
communication.

Prathamesh Sanjay shevate

Date: _________ Name and Signature of student

Place: Pune MBA,Semester I

 ACKNOWLEDGEMENT

I would like to acknowledge the following as being idealistic channels and fresh Dimensions in the
completion of this project.

I take this opportunity thank the SURYADATTA GROUP OF INSTITUTES for giving us chance to do this
project.

I would like to thank for Britannia industries limited providing the necessary facilities required for
completion of this project.

I take this opportunity to thank our, DEAN DR. PRATIKSHA WABLE for her moral support and guidance.

I would also like to express my sincere gratitude towards my project guide Prof. HARSHAD BHADANGE
whose guidance and care made this project successful.

I would like to thank my College Library, for having provided various reference books and magazines
related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the completion
of the project.
.

List of Tables
List of Figures / Charts etc. (Note that all tables/ figures/charts must carry a number & title)
List of Abbreviations (if any).

Index

Chapter No. Chapter Title Page No

Executive Summary

1 Introduction and brief industry profiling

2 Enterprise History & Background

3 Organizational Details

4 Competition Analysis and Markets and Marketing

5 Financials of the organization

6 Supplementary information

7 Conclusion

8 References
  Introduction and brief industry profiling:

Industry evolution

Between 1950 and 1980, there was limited investment in the FMCG sector. Local people had lower
purchasing power, which meant that people opted for necessity products rather than premium products.
Indian government was inclined towards favoring the local shops and retailers. Between 1980 and 1990,
people wanted more variety of products which encouraged FMCG companies to increase the availability of
products. FMCG Industry started getting traction and other companies started entering the industry. Media
industry in India also boomed during the same time which gave new companies even more incentive to make
their business profitable. Prior to 1991, when globalization and liberalization occurred in India, western
apparels and foreign food products were not available to local customers. Common people weren’t very
aware of brand recognition. After 1991, FMCG industry was inspired by the international companies which
also allowed government intervention to incentivize foreign FMCG companies to operate in India.
The Indian FMCG industry generates massive employment opportunities and currently employs more than 3
million people. Departmental stores, grocery stores, and supermarkets are the places where consumers buy
the necessary products for daily consumption. In the 21st century, people don’t want to move across
different stores to acquire the common household goods. Hence, the introduction of supermarkets, where
customers have a variety of choices for different household products, into localities are proving to be
extremely convenient to the customers. Some of the most common stores in India are: Reliance Retail, Big
Bazaar, D-Mart, Easy day, MORE, Spencer’s, Spar, Hyper City, and Star Bazaar. Although the operations of
supermarkets are profitable, local grocery stores are suffering due to lack of variety of products. Unlike other
emerging FMCG industry around the world, FMCG sector in India is still quite conventional. Despite street
markets are still one of the most visited places for shopping in urban and rural settings, online platforms are
leading the way to buy FMCG products.

India has always been a country with a big chunk of world population, be it the 1950's or the twenty first
century. In that sense, the FMCG market potential has always been very big. However, from the 1950's to
the 80's investments in the FMCG industry were very limited due to low purchasing power and the
government's favoring of the small-scale sector. Hindustan Lever Limited (HLL) was probably the only
MNC company that stuck around and had its manufacturing base in India. At the time, the focus of the
organized players like HLL was largely urbane. There too, the consumers had limited choices. However,
Nirma's entry changed the whole Indian FMCG scene. The company focused on the 'value for money' plank
and made FMCG products like detergents very affordable even to the lower strata of the society. Nirma
became a great success story and laid the roadmap for others to follow.
a. Industry status (globally) during last 5 years

b. Industry status (domestic) during last 5 years

c. Key players in the industry & their market shares

d. Classification of the players – leader, challenger, follower

 Enterprise History & Background

Britannia Industries Limited is an Indian food and beverage company. Founded in 1892 and
headquartered in Kolkata, it is one of India's oldest existing companies. It is now part of the Wadia
Group headed by Nusli Wadia. The company sells its Britannia and Tiger brands of biscuits, breads
and dairy products throughout India and in more than 60 countries across the world.
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 products are available across the country
in close to 5 million retail outlets and reach over 50% of Indian homes. The company’s Dairy
business contributes close to 5 per cent of revenue and Britannia dairy products directly reach
100,000 outlets.
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 million loaves daily across more than 100 cities and towns of India.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavor to make a
Billion Indians reach out for a delightful and healthy Britannia product several times a day! Imagine
Britannia.

 HISTORY -The company was established in 1892 by a group of British businessmen

with an investment of 295. Initially, biscuits were manufactured in a small house in central
Kolkata. Later, the enterprise was acquired by the Gupta brothers, mainly Nalin Chandra
Gupta, an attorney, and operated under the name "V.S. Brothers." In 1918, C.H. Holmes, an
English businessman based in Kolkata, was taken on as a partner and The Britannia Biscuit
Company Limited (BBCo) was launched. The Mumbai factory was set up in 1924 and Peek
Freans UK, acquired a controlling interest in BBCo. Biscuits were in high demand during
World War II, which gave a boost to the company's sales. The company name was changed
to the current "Britannia Industries Limited" in 1979. In 1982, the American company
Nabisco Brands, Inc. acquired the parent of Peek Freans and became a major foreign
shareholder.

 Vision-
 We encourage our people to work in cross functional teams with a concerted
aim of sharing knowledge.

 Mission-

Our Core Emphasis Across Portfolios Is On Healthy, Fresh And Delicious Food.

 Philosophy –

Britannia's approach is rooted in a philosophy of orientation towards the client,

not the product. We believe that the quality of service and deep-rooted
relationships with our clients makes us different in how we operate.

 Values-

Leadership
Ownership
Passion for learning
Respect

 Quality Policy–

Our quality ethos is to achieve sustained, profitable growth by providing security

services, with quick response to service issues thereby delighting the customer,
which is the lifeblood of our business.
We will comply with the requirements of the Quality Management System and
work towards continually improving the effectiveness of the System through periodic
reviews at appropriate levels, which will be reflected in the continued success of the
Company

 Establishment Year – 1892

 Chairman of Britannia
industries

“NUSLI NEVILLE WADIA”

Born : 15 February 1944 (age 78) Mumbai

Nationality : British Indian
Occupation : Businessman

Mr. Nusli N Wadia, was inducted on the Company’s Board on 5th September 1993 and has been the
Chairman of the Company since 8th September 1993. Mr. Wadia is a well-known Indian Industrialist. He is
the Chairman of Wadia Group companies and also Director on the Board of several Indian companies. Mr.
Wadia has contributed actively in the deliberations of various organisations such as the Cotton Textiles
Export Promotion Council (TEXPROCIL), Mill Owners’ Association (MOA), Associated Chambers of
Commerce & Industry, etc. He is the former Chairman of TEXPROCIL and also of MOA. Mr. Wadia was
appointed on the Prime Minister’s Council on Trade & Industry during 1998 to 2004. He was the Convenor
of the Special Group Task Force on Food and Agro Industries Management Policy in September, 1998. He
was a Member of the Special Subject Group to review regulations and procedures to unshackle Indian
Industry and on the Special Subject Group on Disinvestment. He was a member of ICMF from 1984-85 to
1990-91. He is Trustee of the Executive Committee of the Nehru Centre, Mumbai. Mr. Wadia has a distinct
presence in public affairs and has been actively associated with leading charitable and educational
institutions.

Family :
The Wadia family is a Parsi family from Surat, India currently based in Mumbai, India. The family rose to
wealth in the mid-1700s as ship-builders serving the British East India Company as the latter established its
sway over India. During the declining years of the British Raj, Neville Wadia, scion of the main branch of
the family, married Dina Jinnah, only child of Muhammad Ali Jinnah, the founder of Pakistan. Despite being
the only descendants of the founding father of Pakistan, the family chose to stick to their mills and factories
in India rather than emigrate to the new country. They prospered abundantly under Nehru-Gandhi
dispensation and today, they run the Wadia Group of companies, one of the larger industrial conglomerates
in India.

“ CEO AND MD OF Britannia industries Ltd”

VARUN BERRY

Born: 15 August 1961 (age 61 years)

Nationality: Indian
Occupation: BE Mechanical from the Punjab University. He has also attended a course in Strategic
Management from Wharton University and the Global Leadership Program at IMD, Switzerland.
Mr. Varun Berry, holds a graduate degree in BE Mechanical from the Punjab University. He has also
attended a course in Strategic Management from Wharton University and the Global Leadership Program at
IMD, Switzerland. Mr. Varun Berry joined the Company as Vice President & Chief Operating Officer with
effect from 1st February, 2013. He has an experience of over 27 years with premier companies like
Hindustan Unilever and Pepsico, both in India and overseas and a successful track record in leading start
ups, turnarounds, joint ventures and growth businesses.
Britannia Industries Ltd (BIL) on Friday, September 23, said its board has elevated Varun Berry to
executive vice-chairman and managing director with immediate effect.
 MEMBERS OF BOARD OF DIRECTORS

(Mr.NUSLI N WADIA)
CHAIRMAN

(Mr. VARUN BERRY)

MANAGING DIRECTOR
 (Mr. AVJIT DEB)
NON EXECUTIVE INDEPENDENT DIRECTOR

(Mr. KEKE DADISHET)

NON EXECUTIVE INDEPENDE DIRECTOR

(Mr. AJAI PURI)

NON EXECUTIVE INDEPENDEN DIRECTOR
 (Mr. NESS N WADIA)
PROMOTER NO EXECUTIVE DIRECTOR

(Dr .YSP THORAT )

Non Executive Independent Director

(Dr. AJAY SHAH)

Non Executive Independent Director
 (Dr . V. VENKATARAMAN)
EXECUTIVE DIRECTOR AND
CHIEF FINANCIAL OFFICER

 CSR Initiatives
As per Section 135 of the Companies Act, 2013, Britannia Industries Ltd., meeting the applicability
threshold, needs to spend at least 2 per cent of its average net profit for the immediately preceding three
financial years on corporate social responsibility (CSR) activities.

Ness N Wadia led Britannia, during the year 20219-20, has spent 2 per cent of the average net profit for the
last 3 years on CSR expenses.

CSR expense stood at Rs 28.43 Crores as a average net profit of the Company for last three financial years
stood at Rs. 1,421.71 Crores for the reviewed year, annual report said.

India CSR
Home Corporate Social Responsibility
Britannia as part of its CSR initiatives spends Rs. 28.43 Cr in FY 20
India CSR by INDIA CSR April 2, 2021
AA
Corporate Social Responsibility (CSR) in India CSR of Britannia

As per Section 135 of the Companies Act, 2013, Britannia Industries Ltd., meeting the
applicabilitythreshold, needs to spend at least 2 per cent of its average net profit for the immediately
preceding three financial years on corporate social responsibility (CSR) activities.
Ness N Wadia led Britannia, during the year 20219-20, has spent 2 per cent of the average net profit for the
last 3 years on CSR expenses.

CSR expense stood at Rs 28.43 Crores as a average net profit of the Company for last three financial years
stood at Rs. 1,421.71 Crores for the reviewed year, annual report said.

For the year 2019-20, the areas for CSR activities of the Britannia are eradication of hunger and
malnutrition, promoting education, art and culture, healthcare, destitute care and rehabilitation, environment
sustainability, disaster relief and rural development projects.

The funds were primarily allocated to a corpus and utilized through the year on these activities which are
specified in Schedule VII of the Companies Act, 2013.

The Company supports various bodies in carrying out activities in the areas of rural development, education,
health care, general semantics etc.

At Britannia, the CSR projects and programs are undertaken after identifying the communities that require
development. The Company also interacts with the stakeholders to ensure that its projects are being
implemented effectively, the report said.

This year, the Company contributed CSR amount to Sir Ness Wadia Foundation for carrying out various
activities/projects towards preventive health care measures including towards mitigating the impact of the
COVID-19 pandemic in India; and promoting health care, growth and development of children in India,
either directly or in association with the Bai Jerbai Wadia Hospital for Children (BJWHC), Nowrosjee
Wadia Maternity Hospital (NWMH) and Britannia Nutrition Foundation (BNF).

 Recent Mergers and Acquisitions :

Leading bakery foods company Britannia Industries has acquired a controlling stake in Kenya-based
Kenafric Biscuits, a move which will help the company set up a manufacturing base and expand sales in the
African markets. Britannia and Associates (Dubai) Pvt Company Ltd(BADCO), a wholly-owned subsidiary
of Britannia has acquired a 51 per cent equity stake in Kenafric Biscuits Ltd (KBL) for a cash consideration
of 13.87 crore Kenyan Shillings (Rs 9.2 crore), a regulatory filing by the company said.
"The object of the acquisition is the manufacture and sale of biscuits in Kenya and African markets," said
Britannia Industries, which owns brands such as Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold.
The acquisition of KBL, the entity which belongs to the biscuits industry, was completed on October 3,
2022, Britannia Industries informed the exchanges earlier this week. "Post the acquisition, KBL has become
a step down (51%) subsidiary of Britannia Industries Ltd," it said.

Balance 49 per cent stake of KBL is held by Kenya-based Kenafric Group, Britannia Industries informed.
Besides, it also acquired Catalyst Britania Brands Ltd, an investment company which owns 'Britania'
trademark in Kenya.

 Key Alliances & impact :

Britannia Industries Ltd has informed that the Company has forged a strategic alliance with "CCD Daily
Bread Pvt Ltd" a Bangalore based Company engaged in manufacturing and retailing of premium breads,
cakes and high end ready to eat foods and snacks. Daily Bread caters to the fast growing high and consumer
segment through a chain of its own and franchised retail outlets as well as modern trade channels.

 Organization
Organization Structure –
  Geographical (domestic and global) foot print :

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 products are available across the country in close to 5
million retail outlets and reach over 50% of Indian homes.

The company’s Dairy business contributes close to 5 per cent of revenue and Britannia dairy products
directly reach 100,000 outlets.

Britannia industries Ltd 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.

 Headquarter of Britannia industries Ltd :

Founded in 1892 and headquartered in Kolkata, it is one of India's oldest existing companies
and best known for its biscuit products.

Britannia Industries Ltd. Corporate Office Phone Number : Britannia Industries Ltd. head
office address: 5/1A, Hungerford Street, Kolkata 700017, West Bengal.

•phone number/corporate office phone number 033-22872439

•Britannia Industries Ltd. Fax Number :

company’s fax number 033-22872501
•Britannia Industries Ltd. Email Address :
investorrelations@britindia.com

• Manufacturing locations India :

Registered Office : 5/1A, Hungerford Street
Kolkata - 700017
West Bengal - India
Phone : 22872057, 22870505
Fax : 22872501
Email : bguha@britindia.com
Internet : http://www.britannia.co.in

Factory/plant : Taratola Road

Kolkata - 700088
West Bengal - India

Factory/plant : Lawrence Road

Delhi - 110035
Delhi - India

Factory/plant : MTH Road, Padi

Chennai (Madras) - 600050
Tamil Nadu - India

Factory/plant : Industrial Area, EPIP, Vaishali Dist

Hajipur - 400010
Bihar - India
  Online presence
The campaign also included a TV commercial driving the same awareness through television.
For convincing people to participate in the contest, the brand connected with them on Twitter using the
hashtag #BonTheOriginal. The users were asked to send in their reactions on the new Bourbon. An iPhone 6
was announced as the prize for the lucky winner
0nline website -
Amazom.com
Big basket.com
Greencart,com
Localbanya.com

 Quality Management System certification -

Britannia industries Ltd certified by ISO Certificate

ISO CERTIFICTION NO - ISO9001

The ISO 9001 is the standard that sets out the criteria for our business and quality management systems. We
have developed tools to ensure that our services consistently meet customers’ requirements, and that quality
is consistently improved. The certification requires us to meet a number of principles including:

a strong customer focus

leadership by top management
assessment and review of performance and continual improvement

 Competition Analysis and Markets and Marketing

Players in the industry –
- Tata consumer products
- Parle
- Amul
- Nestle
- Mother Dairy

Market shares of top 5 -

Market Total
Name Last Price cap Assets

Bottom 5 players - Nestle 19,623 1,89,192 2,118.54

Adani wilmar 572 74,341 9,885

glaxoSmith
con 10,732 45,136 4,094

Jubaliant
food 497 32,794 2,103

Devyani Int 175 21,088 954

• PRODUCT LINE , PRODUCT WIDTH , PRODUCT DEPTH :
WIDTH:
The product line of Britannia industries ltd . includes :
 Biscuits
 Breads
 Dairy
 Rusk
 Cakes

 Logo & Tagline -

 EAT HEALTHY , THINK BETTER”

 Promotional strategies used :

Britannia has primarily concentrated on the creation of new products and the promotion of nutrition and
wellness. Taste, food, and life experiences are increasingly closely linked in Britannia's marketing and social
media efforts. Britannia has also used celebrities to promote its different marketing campaigns. In the
baking, biscuits, and dairy industries, it has effectively occupied a significant market share. The brand has
been relying only on traditional celebrity marketing, ignoring the power of Influencer Campaigning, which
may significantly influence social media networks.

The corporation competes in the market based on an extensive distribution network, cost-effectiveness per
unit, production facilities close to markets, new goods, skilled personnel, and a wide range of products

Britannia's Product Strategy :

Britannia produces a wide range of biscuits and dairy items. Britannia's product strategy comprises mostly
cakes, dairy, biscuits, bread, and rusk in its marketing mix.

Britannia Marie Gold, Britannia Nutrichoice, Britannia Little Hearts, Britannia Pure Magic, and more
famous brands are among them. The most well-known product is Britannia Tiger biscuits. Tiger cookies are
also sold in countries such as Australia, Malaysia, and Indonesia. Thanks to cooperative agreements with
dairy firms, Britannia can now make and sell butter, ghee, curd, and cheese. Its products are primarily aimed
towards India's middle class, which makes up most of the population.

Britannia's Pricing Strategy :

Food production is a highly competitive sector. Competition is at the heart of Britannia's marketing mix
price strategy.

Also, because the significant sector is price-sensitive middle-class individuals, Britannia is forced to
compete on price. Britannia strives to bundle its products, which lowers the cost of its products. This is
notably evident in their items made for family packs. Their price discrimination method allows businesses to
make more money from customers who are prepared to pay more for healthier products and perks.
Britannia's prices are comparable to those of its competitors, mainly Parle's, and they are practically
identical.
Britannia's Advertising Strategy :
Britannia employs various strategies in its promotional marketing mix, including television commercials,
print advertisements, and billboards. Britannia has negotiated deals with celebrities to market its brand.
However, the deals have varied depending on the product. The sports industry accounts for a more
significant portion of its promotional operations. Cricket bats with the Britannia emblem, which international
players approve, are an essential advertising tool. Britannia also markets its product as "vital for excellent
health," which appeals to consumers who are more concerned about the nutritional content of what they eat.

 Digital side of the business :

Acenture (NYSE: ACN) has helped Britannia Industries Ltd. (BIL), India’s largest bakery foods
company with presence in over 80 countries, accelerate innovation, capture value and improve the
customer and supplier experience, through a holistic digital transformation program.

As Britannia’s partner on its digital journey, Accenture designed, developed and deployed a
technology system based on SAP S/4HANA®. The new system has increased the visibility and
accessibility of data across the organization and enabled deeper use of automation and analytics to
guide business decisions.
 
The enterprise-wide program is focused on modernizing Britannia’s business model by digitizing
essential services and processes, allowing the company to better respond to changing market trends.
For Britannia’s large network of suppliers, this project will help streamline procurement and supply
chain management, using SAP Ariba® solutions to expedite digital onboarding, contract
management and procurement processes.

 What makes my company unique? How do we stand out?

Acenture (NYSE: ACN) has helped Britannia Industries Ltd. (BIL), India’s largest bakery foods company
with presence in over 80 countries, accelerate innovation, capture value and improve the customer and
supplier experience, through a holistic digital transformation program.

As Britannia’s partner on its digital journey, Accenture designed, developed and deployed a technology
system based on SAP S/4HANA®. The new system has increased the visibility and accessibility of data
across the organization and enabled deeper use of automation and analytics to guide business decisions.
 
The enterprise-wide program is focused on modernizing Britannia’s business model by digitizing essential
services and processes, allowing the company to better respond to changing market trends. For Britannia’s
large network of suppliers, this project will help streamline procurement and supply chain management,
using SAP Ariba® solutions to expedite digital onboarding, contract management and procurement
processes.

 How do customers think of my company compared to competitors?"

Britannia Industries Ranks 1st in Product Quality Score 35 Customers rate Britannia Industries' Product
Quality Score a 4.2/5, which ranks it 1st against its competitors

 Who are your top 5 competitors (both organic and inorganic)?

 What are they doing the best?

One of the leading food companies in IndiaMore than 100 years of legacy
• Reach across 5 million retail outlets
Services 45,000 villages
• Presence in more than 60 countries
• Operates 13 factories and 4 franchisees
• Consolidated total income stood at Rs. 13,449.01 crore (US$ 1.79 billion) in FY21

 What is their current market share?

Britannia currently has a 26 percent share in the milk biscuit category, but it is resolute to
increase its market share in the milk plus glucose category where it presently holds a 4
percent share only.
  Has their market share been increasing or declining?
The market share of Britannia Industries, one of the largest FMCG companies in the
country, has expanded by 2-3% to 40% over the past few years. The company has
consistently gained market share in the past 38 quarters, taking its portion of the biscuit
segment to a 15-year high.

 Type of product:
Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and
Yoghurt.

 What is their USP:

USP : India's very own bakery and dairy products brand that is trusted for its quality

 What are customers really buying from them?

The first thing that gets any consumer hooked to Britannia products is the amazing taste.

 How are they differentiating their product from their competition?

Britannia makes an effort to bundle its products, which results in reduced product prices,
especially with its family packs.
Using price differentiation, they can maximize earnings from customers who are prepared
to pay more for products with better health benefits.

 What sort of advertising strategies are they currently using?

Britannia employs various strategies in its promotional marketing mix, including
television commercials, print advertisements, and billboards. Britannia has negotiated
deals with celebrities to market its brand.

 Why do people love them?

The first thing that gets any consumer hooked to Britannia products is the amazing taste.
The brand creates quality product with a lot of research before launching in the market.
Take an example of Britannia Marie which is a crisp, light biscuit whose taste has remained
consistent over the decades
  Which geographical areas do they operate in?
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.

 What is their pricing structure?

Britannia has adopted the Market Penetration Method of pricing. It focuses on the quality of the
products keeping in mind the pricing strategy. This helps improve and generate large sale volume
for their products. It aims at maximizing the market share and to produce new product lines.

 A few examples are:

a)Vegetarian Cakes are available at Rs. 15/- for a 75 gm pack.
b)Nutrichoice Health Starter Kit is for Rs 100.
c)Britannia Tiger Banana packed with IRON ZOR priced at Rs.2, Rs.4 and Rs.10.

 What are the keywords for which they are ranking organically?
•annual turnover
• trusted
• valuable
• popular brand

 What is their advertising budget?

•The company increased its advertising and promotion spending by 19.93 per cent in the first
quarter to Rs 986.7 million from Rs 822.7 million
• a year earlier BIL's ad spend in the first quarter accounted for 8.03 per cent of its standalone
revenue, a 0.6 percentage point increase from last year's 7.43 per cent.

 Haw do their customers rate their customer service?

Britannia Industries's Customer Loyalty score was rated 55% by customers ages 18-25 on
Comparably

 What is their total sales volume?

 Yearly - Britannia Industries Ltd.
Rs (in Crores)

Net Sales Turnover 13371.62 9304.06

Other Income. 359.43 155.93
Total Income. 13731.05 9459.99

 What are their major PPC (Pay Per Click). :

As the website would be sitting on a brand new domain, we advised the client on the
choice of URL as we knew a keyword specific choice would be beneficial to the
site’s SEO campaign. Having ‘car park management’ in the URL will naturally help
the website’s ranking.

Once the website was launched, our SEO team quickly got to work to showcase not
only how Britannia implement their creative car park solutions but importantly who
they have worked with previously. Having a case study module added to the website
was an important consideration at design stage, as too was the inclusion of a blog.
Both enable us to create content that’s useful for the visitor but also helps to give
Google an understanding of the website in order to rank it.

pay-per-click advertising (PPC)

As the website was brand new and it would naturally take some time to achieve
organic rank for Britannia, we advised the implementation of a PPC / Google Ads
campaign to generate an instant flow of leads.

In just the first three months of the PPC campaign, we achieved an above-average
click-through-rate (CTR) of just over 6% and have seen the campaign generate good
quality leads that our client has been able to progress through to conversion. Monthly
management of the campaign ensures it is continually tweaked to ensure optimum
efficiency and performance, and an impressive quantity of new enquiries for the
Britannia team to follow up.
  Financials
e. last 5 years for the Revenue
f. Profitability
g. Market Capitalization
h. Segmented Revenues
i. Auditors
j. Listing status on – BSE and NSE along with global listing on prominent
international stock exchanges
k. Current Share Price and Face Value (BSE and/or NSE – if any)
l. Shareholding Pattern

 Supplementary information
Major awards and achievements
 Best Employer through the Best Employers, 2020 India recognition in partnership with Kincentric.
 Global Performance Excellence Award (GPEA) by Asia Pacific Quality Organization (APQO) at its
Chicago HQ. •Britannia was among 18 organizations from 8 Asian
 Pacific Rim countries that were recognized for world class quality performance based on the
parameters modeled on the lines of the U.S. 
 18th APQO/International Conference on Quality in Colombo, Sri Lanka on October 2012.
 Best In Class" award, an international recognition

 CRISIL Rating

Credit Rating Term Rating

Agencies

ICRA. ST [ICRA]A1+

CRISIL ST CRISIL A1+.

(Reaffirmed)
 CRISIL LT CRISIL
AAA/
Stable
(Reaffirmed)

ST CRISILA1+
(Reaffirmed)

 Future plans
The plant to be set up across 30 acre, at an investment of Rs340 crore, will have an annual
production capacity of 1.25 lakh tonne.
The company will make more of its flagship brands including Marie Gold, 5050, Good Day,
Milk Bikis, Tiger Glucose and Rusk.

2) Conclusion
a. Key findings

 Observations
From the above observation, we can suggest that the company can earn more profit (gross, net & operating)
by two ways- either the company has to cut on their expenses (operating & other expenses) or either they
have to increase their sales in comparison with the costs of manufacturing that product, in that case, product
diversification is a good option. Through this process, the company can increase their growth in gross profit
ratio & will be able to recover the fluctuation in operating profit. • In case of net worth & return on long term
funds, the company should maintain a stable uprising curve & so that the shareholders of the company can
get a suitable amount of dividend from the company. Through that, the company can also utilize the
shareholders’ investment & can generate more profit. If the company can minimize their cost of goods sold
& operating expenses, they can generate more marginal profit.
 b. Learnings from the tasks carried out

 Conclusions
Britannia has been successfully developing and generating trust among consumers by delivering a trust base
and quality products. The marketing strategy of Britannia is product-centric where the company has been
highlighting the taste and nutrition. Various brands like Parle G, ITC are giving neck-to-neck competition to
Britannia in terms of market share and new product development. Britannia’s marketing strategy has to
change with the current market trends to gain customer attention Now that we have an in-depth view of the
company’s profile, marketing strategy and marketing mix, it shows the different methods used to adapt to
promote and publicize their products across India and other countries. Based on the information researched,
we find that they focus on consumer needs to a very large extent. This is shown by the fact that, since
consumers are more health conscious nowadays, they have introduced NutriChoice Diabetic Biscuits. It is
also proven by their tagline, “Eat Healthy, Think Better”. In conclusion, we see that how a small sized
company has grown to be one of the largest biscuit selling brands across India and many other countries
world-wide.

3) References