SDRM TERM

PROJECT 
GROUP- 4

Submitted by:
Ayushi Saharia (291016)
Bikramadityya Guho (291017)
Agnibh Dev Dutta (291018)
Devanshu Naman (291019)
Divya Mahajan (291020)
Vishank Kansal (291022)
Company Introduction
Britannia Industries is one of India’s leading food companies with more than a 100 years
legacy

It is an Indian-food products corporation based in Bangalore, India

Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products
including Cheese, Beverages, Milk and Yoghurt

It is the first bakery company in India to remove transfats from its biscuits

It has close to 5 million retail outlets and reach over 50% Indian homes

Its biggest USP is its Brand Image as they have a good reputation since 1892
Products of Britannia
BISCUITS
BREAD

CAKES

DAIRY
RUSK
Salesforce Structure 

Authorised
VP Sales National Sales Manager Regional Sales Manager Sales Officer Area Sales Manager Area Sales Executive Wholesalers/Distributors
Salesman

4-5
6-7 ASE
W/D per
per ASM
ASE
Margin/ Targets
Margins
• Britannia gives huge margins to their distributors which ranges from 5-5.5%.
• For retailers, the margins are approximately 8-10%, differs according to different product.
Targets
• For Rural RDPs, the target for a month is 10-15 lakhs.
• For Urban distributors which are 3-4 in a city target around 30-150 lakhs.
Sales Cycle
Most of the targets are
fulfilled

HIGHEST
STABLE

January April July September December

STABLE
LOWEST
Distribution
Channel
All Intermediaries function to carry forward supply to
the next level in distribution channel, until it reaches
the endpoint I.e., retail stores

The intermediaries also provide backward flowing

information regarding market conditions  and demand

Brittania heavily relies on Authorised Distributors for

its distributions to retail stores
Role of
Intermediaries
AWSMs regularly visit retail stores to gauge the
demand and ensure supply is done within 24 hours

Salesforce work in tandem with the intermediaries to

ensure forward and backward flow of activity
 All Intermediaries function to carry forward supply to the next level in
distribution channel, until it reaches the endpoint I.e., retail stores
Role of
Intermediaries
The intermediaries also provide backward flowing information regarding
market conditions  and demand

Brittania heavily relies on Authorised Distributors for its distributions to

retail stores

AWSMs regularly visit retail stores to gauge the demand and ensure supply
is done within 24 hours

Salesforce work in tandem with the intermediaries to ensure forward and

backward flow of activity
 Competitor Analysis
Biscuits (~28%) Milk Products
(~1%)
 BCG Matrix
High
Growth Rate

Low

High Low

Market Share
 Porter's Five Forces

Low

Low
High

High Low
Recommendations
Providing more margin to retailers and wholesalers to increase the presence of dairy
products in the industry

Increasing Market share and distribution network through tie up with local players

Removing communication barriers between the company and the distributors

Associating with various Government initiatives for more Brand awareness 

Conclusion
➔ Overall Britannia has a robust distribution which is evident from its universal
availability pan India
➔ Company’s corporate strategy is drilled down to every sales representative through
short but recurrent training
➔ Distribution channel is followed as per industry standard of volume discounts
➔ Britannia maintains cordial relationship with the distributors most of whom are
partnering with Britannia for a long time
THANK YOU
By Group 4