You are on page 1of 34

Products of Britannia



Strategies implemented by Britannia at present. .

Stability strategy Combination strategy .Expansion strategy retrenchment strategy Strategies.

Stability strategy .

biscuit manufacturer Britannia Industries has called on consumers to "Eat Healthy.Stability strategy ‡ For more than a decade. Think Better." .

such as Tiger glucose biscuits. Good Day cookies and Treat cream biscuits.‡ Britannia focused on building its individual brands. .

.Distribution strategy. Production centre Authorized wholesaler retailer OR Production centre depots Authorized wholesalers retailers.

‡ personal consumption packs to attract youth and people on the move. ‡ adding transit points such as bus stops and small roadside shops to its distribution network. and .

Quality policy ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Customer satisfaction Total quality management (TQM) Environment responsibility Development of HR Improving skills and knowledge Reduction in customer complaints Continuous training for the development of HR To reduce the defects in the products To minimize accident level .

Expansion strategy .

External expansion strategy ‡ Acquisitions and merger --in 1975 Britannia Biscuit Company (BBCo) took over biscuit distribution from Parry's who till now distributed Britannia biscuits in India. . Thus it was later rechristened as BRITANNIA INDUSTRIES LTD.

‡ in 1993 the Wadia Group acquired a stake in ABIL. UK and becomes an equal partner with Group DANONE in BIL. .

.‡ --in 2001 Britannia acquired an equity stake in Dynamix Dairy and outsources the bulk of its dairy products from its associate.

External expansion strategy ‡Joint venture with New Zealand Dairy .

Britannia has also tentatively announced that its dairy business would be transferred and run by the joint venture. which they would market in India.[7] Britannia planned to source most of the products from New Zealand.[6] The joint venture will allow technology transfer to Britannia.[7] Britannia and New Zealand Dairy each holding 49% of the JV. Britannia announced a joint venture with Fonterra Co-operative Group of New Zealand. an integrated dairy company from procurement of milk to making value-added products such as cheese and buttermilk.[7] .‡ On 27 October 2001. and the remaining 2 per cent held by a strategic investor.

SAOG. . LLC and 65.‡ Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a 70 percent beneficial stake in the Dubai-based Strategic Foods International Co.4% in the Oman-based Al Sallan Food Industries Co.

Over the last few years. making them completely trans fat-free. Currently. The company was under no regulatory compulsion to do so. it is the only biscuit manufacturer in India to have taken such a step.500 tons of trans fat from its biscuits in the last year. . in fact. 50% of its products are fortified.‡ Britannia's decision to remove 8. Britannia has also fortified many of its products with vitamins and micronutrients such as iron.

Retrenchment strategy .

5 billion -. . For a long time.ITC's 2007-08 revenues were $5. the external landscape was fast changing. only Parle Products was a strong competitor to Britannia in the national biscuit market ‡ giant ITC entered their turf as part of its diversification strategy.and massive distribution network. it quickly succeeded in emerging as a leader ahead of BIL.Turnaround strategy ‡ Even as Britannia was caught up in its internal crisis. Using its financial muscle -.

Reasons for the suffering ‡ The main reason why Britannia suffered was the back-end research and development and the potential for massive growth at a time when India's economy was booming ‡ Britannia was also completely unprepared internally for the irrational competition from ITC and parle. .

Britannia now has separate teams for general sales. It is building strong capabilities in each of these segments. and semi-urban and rural markets. and new choices for consumers. ‡ It has sharply segmented its go-to-market strategy and. . brands and infrastructure. modern trade. unlike an earlier focus on simply increasing the number of outlets it covered. improved efficiencies and cost reduction. institutions.britannia s fresh recipe for growth ‡ Investments in people.

.Product portfolio Health and Wellness Design and lifestyle Each category is headed by a senior executive responsible for outlining distinct growth strategies.

Health and wellness Tiger glucose Nutri choice health biscuits .

Design and lifestyle ‡ Good day pic Treat fruit rollz .

‡ Its annual growth rate is 12. . biscuits brought in about 90% of Britannia's net sales of $650 million.5% ‡ Cream biscuits account for nearly 30-40% of the market share.achievements ‡ For the year ended March 2008.

.Advertising strategy ‡ Britannia has doubled its ad spending in the last three years ‡ Britannia plans to increase advertising and marketing spending to 10% to 12% of sales over the next few years from a current 7%.

25 billion by 2010 and $3 billion by 2015 ‡ It has devised a long-term distributed manufacturing strategy. ‡ put in place a continuous replenishment of supply efficiency system. ‡ Sources inside Britannia say revenue targets are $1.Recommended strategies . and ‡ strengthened its supply chain management .

recognitions .

Top FMCG company in india .

We want to be among the three fastest-growing FMCG companies in the country and to grow profitably. "What we make of it depends on our ability to commercialize the opportunity." she says. .There is a huge opportunity out there in the market and it is up for grabs.vinita Bali .