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By –Shashank Narayan 2011MB25
Industry overview Britannia industry Value chain Strategy formulation process Plant location Forecasting Conclusion Reference
Biscuit industry comes under the fast clock speed category. The total production of biscuits in India is estimated to be around 30 lakh MT, the organized sector accounts for 65% and the unorganized sector accounts for 35% of the total industry volume. The organized sector is valued at above Rs 8000 crores. The biscuit industry is estimated to grow over 15-17% in the next few years. The per capita consumption of biscuits in India is 2.0 kg. India is ranked 3rd after US and China amongst the global biscuits producers. The penetration of biscuits in urban and rural market is 85% and 55% respectively. The Biscuit industry employs almost 3.5 lakh people directly and 30 lakh people indirectly
Britannia and Sunfeast.MARKET SHARE BREAKDOWN The Indian biscuit industry is dominated by brands like Parle. .
BRITANNIA INDUSTRIES .
Britannia will continue to dream big on its path of innovation and quality and millions of consumers will savour the results. 295. Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country In 2002 Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World' and The Economic Times pegged Britannia India's 2nd Most Trusted Brand. happily ever after. . the company we all know as Britannia today.INTRODUCTION In 1892 to be precise. a biscuit company was started in a nondescript house in Kolkata with an initial investment of Rs.
NO 1 FOOD BRAND .AMONG THE TOP 10 BRANDS IN THIS COUNTRY FOR THE LAST 10 YEARS.
1975-Britannia Biscuit Company takes over biscuit distribution from Parry's 1979.Britannia established with an investment of Rs. 295 in Kolkata.Re-christened Britannia Industries Ltd. Britannia becomes the first company East of the Suez to use gas oven.The Genesis .Re-birth .Sales cross Rs.The Executive Office relocated to Bangalore 1997.MILESTONES 1892. Think Better' leads to new mission: 'Make every third Indian a Britannia consumer‘ BIL enters the dairy products market . (BIL) 1983. 1921-Imported machinery introduced.100 crore 1989.new corporate identity 'Eat Healthy.
2003. Britannia received the Most Respected Company Award 2011 from Business world. 2001. Britannia launched Britannia Healthy Start in Mumbai in January 2011.CONTD… 2000 -Forbes Global Ranking .most successful launch of the year Britannia Khao World Cup Jao rocks the consumer lives yet again. .Britannia among Top 200 small companies .Re-birth of Tiger . 2005.'Swasth Khao.1 food brand of the country Britannia Lagaan Match: India's most successful promotional activity of the year Maska Chaska: India's most successful FMCG launch. Tiger Ban Jao' becomes the popular chant! 2011. Britannia further enhanced its foray into healthy milk based drinks by launching TigerZor Choco Milk & TigerZor Badam Milk in May 2011.Always committed to constant innovation.BIL ranked one of India's biggest brands No.Treat Duet'.
PRODUCT SERVICE CONTINUUM SERVICES PRODUCT .
INCREASING RELEVANCE AND FOOTPRINT OF BRITANNIA .
PRODUCT THAT HAD CREATED DIFFERENCE Any Time. Any Where and on-thego consumption Delight that is affordable to all .
Combining Health and Taste Rusk? Food as entertainment: Delighting through morphingBiscuit Biscuit ? Salty Snack? .CONTD…….
NEW PRODUCT .
VALUE CHAIN .
VALUE CHAIN Customer layer Operation support layer Core operation layer Layer of innovation Supplier layer .
Customers. machinery. Operation support layer. Supplier layer -Suppliers. . Quality. Customer layer. Core operation layer -Testing . retailer.Planning. Material. Layer of innovation -Strategy formulation.CONTD….
Strategic Formulation Process .
Competitive dynamic at market place Order winners & order qualifiers Strategic options for sustaining competitive Generic competitive priorities Firms level strength and weakness Corporate strategy Strategic decision for operation system Operational strategy Measures for operational excellence .
as they concentrate more on quality. Similar kind of Britannia product available in the market made by its competitors .SWOT ANALYSIS Strengths – Provides good quality of biscuits Variable products range Excellent supply of products whenever required Widely accepted in all generations WeaknessQuantity of biscuits is less compare to its competitors.
experimental. urbanization. new needs and desires . new consumers. higher disposable income.CONTD… OpportunityChanging demographics (young. New consumption moments. ThreatsCompetition from existing players. willingness to spend) Greater awareness of health and nutrition.
COMPETITIVE ADVANTAGE Expanding product range Manufacturing standard Recent modification Productivity enhancement program Innovation-an R and D breakthrough Aiming high .
VISIBLITY College canteen Corporate Canteen Railway Station .
PLANT LOCATION Mumbai Chennai Kolkata Uttarakhand Delhi .
FACTORS THAT AFFECT LOCATION UDYOG MITRA Land Bank Power Resource Good Quality of Life Availability of raw material Availability of skilled and cheap labour Source-According to Uttarakhand plant .
Packaging . Baking iv.BISCUIT PRODUCTION LINE LAYOUT Repetitive Process . Cooling v.Line Process Steps of manufacturing process: i. Mixing ii. Forming iii.
This helps in producing new products .QUALITY STANDARDS Britannia strives to excel in quality standards. not only with respect to the products and packs it sells but also in its operations by establishing stringent quality systems and processes at critical points of the supply chain. Several innovative technology projects for achieving cost and quality advantages have been implemented.
QUALITY PROCESSES IN VARIOUS FACETS OF THE SUPPLY CHAIN : Daily quality measurements Food Safety Certifications in the form of ISO 22000 Quality audits Vendor quality improvement programmes Regulatory processes Training .
WHY IS FORECASTING NEEDED? Sales forecasting is an important activity in Britannia sales process . . Urban market is highly competitive and very dynamic in terms of different products brand and various price ranges.because Britannia deals with biscuits and cake products whose sales depend greatly on the taste preferences of the people. Moreover Britannia targets the urban as well rural market both of which need different strategy. So Britannia periodically(3-6 months)reviews the sales turnover of its new as well as established products brands by collecting the monthly sales data from the retailers during the regular visits.
registering robust growth. Investing in people.CONCLUSION The opportunity is large and Britannia is well positioned to exploit it. brands infrastructure will enhance overall capability & competitiveness Company wishes to introduce a new product category in the market. Enter into various areas of food like snacks and health drinks. . Boost sales with aggressive brand building strategies. Look out for both organic and inorganic growth. Biscuit continues to be the most affordable packaged food. Enter family size pack.
britannia.co.rediff.in/companyoverview_overview.britannia.co.com/companies/britannia-industries www.htm http://www.in/be_brit_whatweoffer.com www.britannia.in/companyreleases.htm http://www.htm http://www.co.britannia.htm .in/investerzone_bonus_financial.britannia.co.business-standard.REFERENCES • • • • • • • • www.in Analyst Meet 21stFebruary 2011 money.co.