THE 6 MARKET MODEL

BRITANNIA

18020448091 Rajrishi Daharwal

18020448125 Dulal Nandy
18020448062 Ravi Pandhare
Britannia : The Journey
• Britannia Industries Limited(BIL) is one of India’s leading food companies with a 100 years legacy and annual
revenues in excess of Rs. 9000 Cr.
• Britannia is a brand which many generations of Indians have grown up with It is a leading player in the Rs 12,400
crore “Biscuits Market”.

Pre Independence Post Independence

• 1892.  A biscuit-making operation begins in a
small house in Calcutta with an investment of
Rs 295 
• 1897.  The business is acquired by Gupta
brothers
• 1918.  Englishman C.H. Holmes partners with
Gupta brothers &“Britannia Biscuit Company”
formed
•  1921. Britannia becomes the first company east
of the Suez to use gas ovens.
•  1939-45. Britannia supplies biscuits to soldiers
during WWII
• 1979. The Britannia Biscuit Company Limited is
rechristened to Britannia Industries Limited
•  1983. Sales cross Rs 100 crore 
• 1993.  Nusli Wadia of Wadia Group takes
control from Britannia Chairman Rajan Pillai,
with the help of french food giant Danone
• 2009. Wadia buys out Danone and emerges the
largest shareholder
TREY 2
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 Britannia : The Portfolio
• The company's principal activity is the manufacture and sale of biscuits, bread, 
rusk, cakes and dairy products.
• Britannia's product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy
products including Cheese, Beverages, Milk and Yoghurt.

Biscuits Dairy Products Bread

• Biscuits account for 90% of • BIL entered into the dairy products • Introduced Britannia bread in
Britannia's annual revenue. market in 1997. Calcutta and Chennai.
• The company's factories have an • Dairy products contribute close to • Britannia Bread is the largest
annual capacity of 433,000 tonnes. 10% to Britannia's revenue.  brand in the organized bread
• The brand names of Britania's • The company not only markets dairy market with an annual turnover of
biscuits incl VitaMarie Gold,  Tiger,  products to the public but also trades over 1 lac tons in volume and
Nutrichoice, Good day, 50-50,Treat, dairy commodities business-to- Rs.450 crores in value.
 Pure Magic, Milk-Bikis, Bourbon,  business. • Operates with 13 factories and 4
Nice, Time and Little Hearts among • Dairy products include milk, butter, franchisees selling close to 1
others. cheese, ghee and dahi million loaves daily across more
than 100 cities and towns of India.
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 BRITANNIA : CUSTOMER MARKET
• BIL has a presence in more than 60 countries
across the globe
INDIAN MARKET • Has JV with Khimji Ramdas Group in & Oman-
based Al Sallan Food Industries Co & enjoys No 2
position in the MarketThe company is also the
• One of India’s premier Food manufacturing companies market leader in Nepal in collaboration with
with annual turnover of approximately 9k crores. Been in Nebico Group
the Indian market for more than 100 years • In the year 2009, Britannia New Zealand Food
• Product portfolio includes mainly Biscuits, Dairy products (BNZF) was winner of the Worldstar, Asiastar and
& Bread.  Indiastar award
• Britannia’s annual production capacity is approximately • It is present in North America, Europe, Africa and
433,000 tonnes.  South East Asia through exports
• Market share of BIL stands at 38%
• 90% of Britannia's annual revenue comes from biscuits.
Dairy products contribute close to 8% to Britannia's FOREIGN MARKETS
revenue
• 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
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 BRITANNIA : CUSTOMER MARKET
• Britannia supplied fortified biscuits as
part of the “Midday Meal Programme”
RELATIONSHIP MEASURES UNDERTAKEN undertaken by Govt of India which is
part of their plan to address
malnutrition in India
• Removed over 8500 tonnes of Trans Fats from • Renewable Energy India Awards 2016
products, Britannia became India’s first Zero Trans
selected Britannia for a special
Fat Company.
recognition
• Over 50% of the Company’s portfolio is enriched
• To reach out to the Indian consumer,
with essential micro- nutrients which nourish the
Britannia has successfully leveraged
body. India's two prime passions - cricket and
• The company set up the Britannia Nutrition movies.
Foundation in 2009 to address malnutrition
amongst under-privileged children and women.
RELATIONSHIP MEASURES UNDERTAKEN
• Won the prestigious Golden Peacock National
Quality Award and the Ramakrishna Bajaj National
Quality Award.

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 BRITANNIA : SUPPLIER MARKET

SOURCING OF RAW MATERIAL

• Britannia holds an equity stake in Dynamix Dairy and • Crude palm oil is sourced from Indonesia
outsources the bulk of its dairy products from its associate. & Malayasia. Processed & supplied by
• Raw Material Suppliers :- third party vendors to its factories
(a) Wheat Flour : Krishna Flour Mill, BTS roller flour mill, • Packaging is done at Bangalore & Chennai
Bansal, BTS, Geetha
(b) Sugar (white) crystal : KP sugar mill, JB traders sugar
mill
(c) Full Cream condensed milk : Nestle
(d) Soya lecithin
(e) Baking Soda
(f) Butter : Nandini SOURCING OF RAW MATERIAL
. (g) Edible Vegetable Oil : Ruchi, AWL, Skim milk
powder
(h) Salt
(i) Essence & flavour food grade
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BRITANNIA : SUPPLIER MARKET
• Britannia maintains regular communication with its suppliers

• It ensures that there are no uncertainty left in a deal with it.

• It engages effectively in third party supplier development process

• Recently Britannia started procurement through e-marketing & helped it’s suppliers to get acquainted

with the process thereby bringing in transparency into the system.

• It engages on a continuous basis with the suppliers & puts in additional effort to develop a long term
association with them, helping them out with the process difficulties faced
BRITANNIA : EMPLOYEE MARKET
 Allure of working at Britannia emanates from the corporate’s culture in nurturing people so they can get
required growth

 The main sources of recruitment of Management Trainees are:

• Business Schools (MBA)
• Engineering Institutes
• Food Technology Institutes
• ICAI/ICWAI/ICSI/ICFAI and other such institutes offering professional courses

 Campus - Campus recruitment has two stages, viz. Summer Trainee Recruitment and Management Trainee
Recruitment. In Summer Training students from Business Schools work on projects with Britannia in functional
areas for eg., Marketing, Operations & HRM etc.

 Management Training - Management Trainees are recruited on the basis of actual vacancies in the system.

 The Program - The trainees are taken through carefully designed “Training Modules” that encompass almost
all functions of the business. At the end of the training period, all MTs are assessed on the basis of their learning
and project performances . On successful completion of their Training Program they are confirmed in their
respective fields.
BRITANNIA : INTERNAL MARKET

EMPLOYEE BEHAVIOR • It spends a fair share of earnings in training

it’s workforce
 Britannia believes in the following behavior from • It lays stress on its employees to understand
employees importance of the customer & dealing with
• Integrity them in a fair manner
• Team orientation • Provides good working atmosphere
• People development alongwith a good worklife balance
• Learning orientation
• Customer orientation
• Quality orientation
• Drive your results
• Entrepreneurial spirit
• Process orientation Communication
 Britannia has introduced a code of conduct for its EMPLOYEE WELFARE
employees. It contains details on practices to be
followed in the work place, safety measures to be
adopted & requirements of discipline at the workplace
among others
•
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 BRITANNIA : REFERRAL MARKET
CONSUMER DELIGHT, OUR PURPOSE
“Britannia’s cakes and biscuits always
take me back to my childhood days.
I feel so nostalgic!”
Mansi | New Delhi
“Britannia’s Strawberry Muffills is
perfect to taste. I recommended it to
everyone in my office and they loved
it!”
Geetanjali | Maharashtra
“I work in night shifts and reach home
at 4 am. Britannia Good Day Cashew
Cookies is my breakfast every day,
before I go back to sleep! The richness
of cashew in every bite does make my
day better!”
Muthuganesh | Tamil Nadu
“This is the first time I am writing
to a company about its product. I
could not resist telling you about
your Little Hearts! It’s perfectly
sweet and crunchy. Love Little
Hearts forever!”
Pranjali | Maharashtra
“WORD OF MOUTH
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BRITANNIA : INFLUENCE MARKET

BRAND,
YOU CAN BET ON

SACHIN & SOURAV AS BRAND AMBESSEDOR

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ThankYou

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