INTRODUCTION
Sales Department
About Britannia
Structure
Founded in 1892 in Kolkata by Mr Nusli
Wadia, Britannia Industries is a top Indian
multinational food product company,
primarily focusing on bakery, dairy, and
similar snacking categories. The 130+ years
old company operates over 80 manufacturing
facilities nationwide and exports to over 80
countries worldwide. Britannia has a large
product line, and its main offerings—biscuits,
breads, and dairy products—account for
about 80% of its sales
Target Customers
Types of Retailers
Convenience Stores
Highlight things that sell
quickly.
Offer tiny promotional
items for tabletop.
Supermarkets:
Present bulk purchasing
discounts.
Discuss promotional
Competitors campaigns for specific
products
Specialty Stores:
Provide detailed
information about product
nuances.
Brand Strengths
Robust brand legacy: With
more than 130 years of history,
Britannia has a clear advantage
in terms of trust and brand
recognition
Large product portfolio:
Appealing to a wider range of
consumer preferences and
tastes.
Value for money: Provides
goods at reasonable costs,
enabling a sizable portion of
India to purchase them.
Targets
Daily Targets - Britannia assigns
the stores to the distributors and the
distributors divide the shops
amongst the salespeople
. 8.4% over the next few years.
Weekly Targets - Weekly targets
also include the Supermarkets
component as well wherein
salesmen are supposed to visit
supermarkets based on the stores
assigned to them.
Monthly Targets - The Salesmen
need to achieve a total sales of 1
lakh plus in 1st and 2nd tier cities.
The compensation plans start after
the sales of 1 lakh has been
achieved.
Sales & Marketing
Strategy
Wide distribution network:
Reach rural and urban
areas through various
means including traditional
stores, supermarkets, and
e-commerce platforms.
Targeted marketing
campaigns: Incorporate
mass media, digital
platforms, and influencer
marketing to reach every
customer segment.
New product launches and
innovations: Focus on
adapting to evolving
consumer preferences and
market trends.
Industry Overview &
Growth Prospects
The Indian processed food
industry is expected to reach
over $540 billion and is
estimated to grow at a CAGR of
Key parameters driving growth
include rising disposable
incomes, urbanization,
changing lifestyles, and
increasing demand for
convenient and healthy food
options.
Britannia is well-positioned to
capitalize on the growing Indian
food market with its
established brand, diverse
product portfolio, and robust
distribution network.
Performance Appraisal Sheet
Compensation &
Incentive Structure
Britannia uses a combination of
well-crafted monetary and non-
monetary tools to motivate its
sales force. The earnings of the
sales employees are
determined by measuring their
accomplishment of
predetermined goals.
Motivation Tools &
Recommendations
As mentioned earlier, Britannia
uses a mix of Financial & Non-
Financial Incentives to motivate
its sales force. Other than the
Financial incentives mentioned
above Non-financial incentives
such as personal & professional
development programs.
Redesigning sales structure
Leadership Visit Frequency
Britannia bases the frequency
of visits on retailer
Sales Channels
requirements, product
turnover, and sales volume.
Channel Managers
- Convenience Stores: Every
two weeks.
Business Development - Supermarkets: Every week
- Monthly trips to specialty
Customer Success stores.
Support Functions
 SALES STRATEGY, APPROACH AND INITIATIVES IN NORTH WEST DELHI

Measurable Objective: Qualitative Objective:

1. Increase in sales volume 1. Brand perception Britannia Product: Britannia Croissants

2. Market Share Growth 2. Customer Satisfaction
3. Distribution Reach 3. Retailer Engagement and Target Audience: Working professionals
4. New Product Performance Support

Sub Objective: Sub Objective:

1. Meet Sales targets for revenue
growth
2. increased market hare in products
categories like biscuits, dairy and
bakery items.
3. competitor analysis
4. increased number of stores
5. Robust partnerships
1. Brand Awareness campaigns
2. customer relationship
3. training and merchandising
support to retailers
4. increased retailer royalty
through robust reward system
Sales Approach Shopper Engagement Retailer Support
1. In store Sampling Events: Collaborate 1. Efficient Ordering: Offer to use
1. Unique Selling Point (USP): Rich
with retailers to organize tasting ordering platforms and mobile apps.
flavour and traditional French
sessions. 2. Delivery & Shelf life Management:
recipe
2. Attractive Packaging: Design premium Ensure timely product deliveries.
2. Sales Strategy: Convenience,
packaging that reflects the freshness Provide options for shelf life.
versatility and affordability
3. Promotional Packages: Offer deals on 3. Retailer Training: Educate store
3. Incentives for Distributors: Volume
based discounts including display
combined purchases of croissants with employees on storage and handling
coffee or jam.
stands and recipe booklets

Britannia’s Channel Management

System: SAP S/4HANA

1.Enhanced data accessability

2.Increased automation and Use of SAP Ariba solutions: Sales Team Activities Partnerships with Retailers
analytics Acclerates digital onboarding,
1. Product Knowledge: Teach salespeople about the 1. Branded Initiatives: Team up with coffee
3.Better decision making contract management and
characteristics of croissants and ideal pairings chains or cafes to introduce combo meals
4.Increase in sales procurement procedures
2. Sales Resources: Provide them with brochures, 2. Category Management: recommend
recipe cards and promotional materials placing croissants, near items like jams,
CIS 3. Data Analysis: Study sales data to pinpoint Nutella or cheese slice
underperforming stores and popular 3. Bakery Events: Display Britannia
1. inventory optimization consumption Croissants with bakery goods at industry
2.boosts customer relationship gatherings
3.reduced wastage and stock outs
4.customer loyalty
 TERRITORY SALES GROWTH
Market Analysis
01
Existing Customer Prospect Identification, Sales Strategy Action Plan Monitoring and
Analysis Scoring & Prioritization Development SMART Goal Setting Development Adapting
Existing Customers
The frontline salesman of Build a prospect list: Create customized sales Set Specific, Measurable, Outline specific activities, Regularly track progress
We need to analyze historical sales data Britannia should visit their Utilization of market approaches for each Achievable, Relevant, and including: towards achieving sales
from previous years and also use the
existing network of Kirana research data, local customer segment, Time-bound (SMART) goals Number of store visits goals.
Customer Relationship Management
stores, HoReCa customers, knowledge, and on-the- considering their unique for each customer segment Meet the Important Analyze sales data and
(CRM) system to identify and analyze the
performance of all the sales channels of and other modern trade ground efforts by the sales needs and buying and individual prospect. decision-makers customer feedback to
Britannia like Kirana (general) stores, outlets to understand the team to compile a traits/behaviors. Consider all historical data, Product demonstrations identify areas for
modern trade outlets, and HoReCa current trends of sales in comprehensive list of Develop targeted sales market trends, competitor Proposal submissions improvement.
customers. their respective territories. potential new customers in presentations highlighting activity, and upcoming Prioritize all the tasks by Be adaptable and adjust
This will also help the their territory. the company's brand promotional campaigns (if efficiently allocating time your sales strategies as
salesman to Identify upsell Scoring Criteria: Britannia will heritage, product quality, any) by Britannia when for all activities. needed based on market
and cross-sell pre-define a scoring system and innovative offerings, setting sales targets. changes, and other
02 opportunities and other
new approaches for sales
based on factors like store size,
foot traffic, location, and
emphasizing relevant
benefits (e.g., convenience
important activities of the
competitors, taking
potential product alignment.
that are based upon the and affordability for feedback from customers
Salespeople then score each
historical trends in the general stores, wider and the promotions taken
Prospective Customers market
prospect accordingly and
product variety and brand by Britannia.
divide them.
A market research survey needs to be image.
conducted with the help of surveys and
interviews to identify who are Britannia’s
potential customers and those who buy
from competitor brands like Parle and Sales Development Plan
ITC.
Additional Considerations:

03 Visibility and promotions Festival seasons Incentives & Recognition Building relationships

Britannia can improve its India has a variety of festivals The high-performing salesman The frontline salesman, who is
offline visibility in traditional throughout the year, Britannia should be rewarded by the face of Britannia should
Competition should introduce special
& modern retail outlets by understanding their build strong relationships with
We need to analyze and understand packaging for that along with motivation to work, which can key decision-makers to
partnering with them for in-
what Britannia’s competitors in different increased production and
store banners and be a bonus, commission, or understand & grow in their
segments are doing and how can we promotions.
promotions. any form of recognition target market.
improve and adapt our plan by theirs.
reward.
 RETAIL DISTRIBUTION CHANNEL

Scouting For
Business
LEAD GENERATION Prospecting Qualification of Pre-Approach Approach
Prospects
Comprehensive Personalized
Market Analysis Targeted Research and
Strategic Criteria Outreach
Utilize Data and Approach Engagement and Customisation
Relationship
Technology Segmentation Feedback Value Proposition
Building
Networking and
Partnerships

Follow-Up Closing Objection Handling Need Identification

and Presentation
Collaborative Proactive
Post-Sale
Negotiation Anticipation Consultative
Support
Clear Call to Empathy and Selling
Continuous
Action Understanding Segmentation
Engagement
Solution-Oriented
Approach
 RETAIL DISTRIBUTION CHANNEL
AN OVERVIEW DISTRIBUTOR

BUSINESS MODEL OF EXTERNAL ENTITIES

₹12,532 Cr
DAIRY
Revenue and Earnings: The distributor enjoys around 4-5% of margin while
BISCUITS DAIRY BREADS the retailer can have as high as 8-10%.
We have classified the distributors into 3 parts:
consolidated revenue for 9 a. Biscuit Products Distributors
months ending December b. Dairy Products Distributors
2023. HEALTH c. Breads and Cakes Distributors
RUSKS CAKES
BARS For a second-tier city such as Ahmedabad, Biscuit Products Distributors
generate a revenue somewhere between 70-90 lacs while the Breads and
Cakes Distributors generate revenue somewhere between 4-8 lacs

90% - Zero Day delivery
- Wide number of Depots as well as CFAs
- Extensive tie-ups with small shops and
Biscuits, dairy products and customer management for distributors
Bread.
SALES FORCE
Every distributor employs around 4-6 salesmen with
beat routes that are prescribed by Britannia and not
by the individual distributors.
The pay range of each salesman is the range of
12000-18000. The target of each salesman varies on
multiple parameters such as the city, area and the
type of products the salesman is selling.
Typically, the salesman dealing with Bread products
has a target of about Rs. 1,00,000/- Although there
are targets, there’s usually no to very little incentive
for the salesman for Britannia.
The beat of the salesman is tracked via Bhub AW as
well as location sharing apps and the transportation
cost of the beats is handled by the distributor.
A distributor typically has 5-6 salesmen in its team with average salary
ranging from 12000-16000.
The distributor enjoys the 5% margin but the additional costs such as salary
of the salesmen as well as transportation are deducted from the 5% margin
The salesperson from the distributor Team visits a single retailer 2-4 times a
week
The distributors use an app – Bhub AW App
When the distributor sells the products forward, the distributor allows
credit ranging from 1-2 weeks.
The company policy allows distributors to offer 1% discount for all the
transactions on cash payment.
RETAILERS
BREADS
Revenue and Earnings: The retailers typically enjoy a margin of 8-10%.
Undercutting happens when 2 distributors share some common area and
they try to convert the shops in the common area to their customers. In the
process of Undercutting, the distributors offer prices lower than the prices
they are allowed from the company resulting in price war and profit
reduction.
If there are distributors who share a common area, then, the company
penalizes them 11000-21000 depending on the extent of the area shared.
Typically, large retailers are supplied by distributors whereas small pan
parlors and shops are serviced by wholesalers.
All the kinds of investments of retailers are done for the retail shop and not
exclusively for Britannia so it’s safe to say that retailers don’t need any
additional heavy investments for Britannia products.
 DISTRIBUTION CHANNEL STRATEGY FOR BRITANNIA: A FOCUS ON E-COMMERCE
WHY D2C AND E-COMMERCE CHANNELS STRATEGY FOR WAY AHEAD

$350b PLATFORM DEVELOPMENT

Market Growth Potential: The Indian e-
commerce market is expected to reach $350
billion by 2030 (IAMAI)
Data-driven Insights: E-commerce platforms provide
access to valuable data on customer demographics,
purchase history, and browsing behavior.
user-friendly e-commerce platform
curated selection of 20-30 Britannia products
(Premium and innovative items, Essential products,
Seasonal and limited-edition offerings)

400m
Wider Reach: Flipkart and Amazon boast
over 400 million registered users combined,
offering Britannia significant exposure
compared to traditional retail reach.
Scalability Cost: Can be easily scaled without customer reviews to enhance product discoverability and trust.
significant additional infrastructure investment
compared to setting up new physical stores.
Cost Savings: E-commerce allows Britannia to
potentially reduce costs by 5-10% by eliminating FULFILMENT AND LOGISTICS
intermediaries and directly managing the sales process.

3-5X utilize a hybrid approach (Direct fulfillment, Marketplace fulfillment)

Targeted Online Advertising: Targeted Personalized Recommendations: Implementing AI-

online ads can be 3-5 times more effective powered recommendation tools can increase
than traditional advertising in reaching conversion rates by up to 30% .
relevant consumers.
CUSTOMER SERVICE EXCELLENCE

SALES GROWTH REQUIREMENTS IN THE SUBURBS Live Chat Support

Personalized Recommendations
CHALLENGES OPPURTUNITIES CHANGES Order Tracking and Transparency

Limited Reach
Cost-Effective Delivery
Lower Order Values
Infrastructure Limitations
Untapped Market Potential: Suburban
areas represent a significant untapped
market with potential for 15-20% revenue
growth.
Increased Household Spending: Data
suggests suburban households tend to have
higher average spending compared to
urban households
Data-driven Insights: Utilize data from
online platforms to understand suburban
preferences and optimize offerings.
Sub-Distributors: Partner with smaller
localized distributors specialized in
servicing suburban areas.
Alternative Models: Consider Direct Store
Delivery (DSD) or cash-and-carry models
for improved penetration in certain MARKETING AND BRAND AWARENESS
suburban locations.
Technology Leverage: Utilize e-commerce SEO and PPC Strategies
platforms and mobile apps for direct order Social Media Engagement (Showcase products and recipes, run
placement and information access,
especially for smaller suburban stores. targeted ad campaigns, foster brand loyalty through interactive
content and community engagement)
Influencer Marketing