Business Growth Strategy " ACE Klub program" in Britannia New Delhi
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Business Growth Strategy " ACE Klub program" in Britannia New Delhi

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This project is done under Britannia Industries Limited in New Delhi region. They started one program specially for their key outlets under which outlets would get certain extra benefits if they join ...

This project is done under Britannia Industries Limited in New Delhi region. They started one program specially for their key outlets under which outlets would get certain extra benefits if they join the program.

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Business Growth Strategy " ACE Klub program" in Britannia New Delhi Presentation Transcript

  • 1. A PROJECT REPORT ON BUSINESS GROWTH STRATEGY “ACE KLUB PROGRAM” NISHANT SINGH(128938) MBA II YEAR
  • 2. CONTENTS • COMPANY INTRODUCTION • MARKET SHARE • MARKET STRATEGY • MARKET SEGMENTATION • ACE KLUB PROGRAM • DIRECT AREA COVERAGE
  • 3. Started in 1892 with initial investment of Rs 275(Britannia Biscuit Company Limited) Mechanized operation in 1921 1975,took over distribution from Parry’s (Britannia Industries Limited) 90 % of Britannia revenue come from Biscuit Managing Director Mr. Varun Berry
  • 4. Britannia Biscuits Glucose Cream Cookies Health Digestive Tiger Treat Bourborn Good Day Pure Magic Nutri Choice Marie
  • 5. MARKETING OF BISCUIT Wholesale and Retail marketing in the Biscuit industry is carried out with a network of Dealers / Wholesalers and Retail shops Market share data for Indian biscuit industry: Here are market share data for biscuit industry from report s available at IBMA ( Indian Biscuit Manufacturers Association) Major Market Share Holders – Organized Sector % OF MARKET SHARE BRAND WISE (VOLUME) PARLE BRITANNIE PRIYA GOLD ITC REST INDUSTRY SHARE BRITANNIA 40% PARLE 38% PRIYA GOLD 15% ITC 11% REST 6%
  • 6. Category Britannia Parle Leader Glucose Tiger Parle-G Parle –G Marie Marie Gold Parle Marie Marie Gold Salty snacks 50-50 Krack Jack Krack jack Choco chips Good day Hide n seek Good day Milk Milk bikis Milk sakti Milk bikis Bourbon Bourbon Hide n seek Bourbon Nice Nice ----------------- Britannia Nice Multi grain Nutri choice ------------------- Nutri choice Cream Cream Treat Kreams Cream treats Cookie Good day 20-20 Good day IMPORTANT BRANDS PITCHED AGAINST EACH OTHER OR PRODUCT COMPARISION So the battle for market share continues and advantage is for consumers who will get better product from both these biscuit majors
  • 7. Market Share - Sector wise Market share penetration-Population wise ORGANISED SECTOR UNORGANISED SECTOR 70% 30% Market Share – product wise Marie and Glucose 50% sweet, crackers , cream ,milk 50% Market share - Region wise: Market share of the industry in India as per region ZONE % CONTRIBUTION NORTH ZONE 25% WEST ZONE 23% EAST ZONE 28% SOUTH ZONE 24% URBAN RURAL 85%-75% 65%-55%
  • 8. Annual Production 0 5 10 15 20 25 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 PRODUCTION (In lakh metric tonnes) 14.29 16.14 17.44 18.25 19.1
  • 9. MARKET SEGMENTATION NICHE - BEHAVIORAL - Benefits User Status Usage Rate DEMOGRAPHIC - Age Income Target Markets
  • 10. REGIONAL SALES MANAGER SALES AND OPERATION MANAGER AREA SALES MANAGER TERRITORY SALES INCHARGE (4- 5) SALESMEN (10- 12) AREA SALES MANAGER TERRRITORY SALES INCHARGE (4 – 5) SALESMEN (10- 12) SALES TEAM STRUCTURE
  • 11. SALES AND DISTRIBUTION STRUCTURE
  • 12. SYSTEMS TO BE FOLLOWED AT BRITANNIA AW PLAN PJR (PRE JOURNEY PLAN) UDDAN UDDAN SOFTWARE
  • 13. Three areas to consider 1 2 3 BIL FOCUS VALUE TARGET VISIBILITY IMPACT
  • 14. CLASSIC (15K-30K) PLATINUM (30K-59K) TITANIUM (59K>) Visibility Impact Rs 500/- Rs 1000/- Rs1500/- BIL Focus .5 % 1.0 % 1.0 % Value Target 1.0 % 1.5 % 1.5 %
  • 15. OBJECTIVES • Provide daily report • To analyze the various parameters which play important role and affect the program To identify that whether merchandiser visit to respective outlets as per their schedule or not To ensure that retailers got their payouts on time. To examine the condition of Window display ( with regards to total number of lines as well as visual appearance) To make aware the retailers about PROGRAM if they don’t know . To search new areas which are still not identify by the company. To solve out the problems arises by retailers and discuss it with distributers.
  • 16. SOURCES OF DATA Primary Secondary SAMPLE SIZE 100 respondents SAMPLING TOOLS Questionnaire Personal Interview
  • 17. Target Awareness 84% 16% Target awareness Mandatory for the retailers to keep the target sheet Awareness about the monthly target Based on previous month achievements. Necessary to fulfill the parameters of ACE program Trained sales man on regular basis Giving order randomly
  • 18. Payout Details 82 % 18 % got payout Did not get payout Must full fill all 3 parameters Payment adjusted in next bill rather than in cash Maximum of the retailers were not satisfied. Reimbursement on quarterly basis Full filled value target
  • 19. Window Display 0 10 20 30 40 50 60 70 80 Attractive window display Poor window 73 % 27 % Focus brand of the quarter Number of facings, placement on shelf and the nature of shelf itself is equally important. To compete with ITC farmlite.
  • 20. Role Of Merchandiser 0 20 40 60 80 Visit as per schedule Not any specific time 68 % 32 % Ensuring that products appear in the right store, at the appropriate time and in the correct quantities. Maintaining window, arrange showcases, counters and display fixture on a day-to- day basis visit next day after salesman deliver products Feedback form with each retailers
  • 21. Previous Month Target Achievement 0 20 40 60 80 Target Achieved Target not Achieved 72 % 28 % Target Achieved Target not Achieved Maximum have problem with target Fixed according to previous performance Lack of awareness is major reason Company issue two forms
  • 22. DIRECT COVERAGE EXPANSION
  • 23. PLACEMENT OF DAIRY PRODUCTS Higher cost in comparison to other Scope is good because of BRAND name
  • 24. SUGGESTIONS The clause of the ACE KLUB should be made clearer to the retailers, since few of them aren’t aware of them The merchandizer should be able to convince the retailers to maintain the window display and not let other brands to be displayed in this window Company should reimburse payouts in cash rather than adjust in bill. A daily attendance record to be maintained for salesman at the AW point regarding total number of outlets covered on that day because sometimes salesman don’t bother to go to market instead take order on the mobile Tracking should be undertaken for retail outlets also. This would help to ascertain outlets where are stocks are not moving and also help to understand the stock trends for particular routes.
  • 25. Perform a detail demand survey at regular interval to know about the unique needs and requirements of the retailers. The company should make hindrance free arrangement for its customers/retailers to make any feedback or suggestions as and when they feel. A strong watch should be kept on distributors so that the goodwill of the BRAND doesn’t get affected Some new areas discovered were too huge, so the distributor can make a whole new beat for this area. The salesmen can be given extra training on customer relation skills. This will enable them to win trust of the new retailers and make them regular company customers.
  • 26. At some points the distributors were not willing to add the new area under their beats. For this company can give better incentives to them and make them aware about various benefits At a few distributor points, there is a shortage of vehicle for ready stock, this delays the supply, and for this the company can make a mandate to the distributors to maintain certain number of permanent vehicles for supply. The company can give free merchandizing to these outlets.
  • 27. Retailers always seek for profit making deal from the company. That’s why company can’t force retailers to keep their product only. Carrying out relevant sales promotional activities can increase biscuits demands and thus increase in sales. An attempt made by Britannia to increase their business and sales by ACE KLUB PROGRAM justify the goal of the company in business growth. This study has helped to gain good experience and more information about the various attribute which support the program. CONCLUSION
  • 28. REFRENCES Confederation of Indian Industry [online]: http://www.cii.in/About_Us.aspx?enc=ns9fJzmNKJnsoQCyKqUmaQ== [02:00 pm 8th April 2014 Indian Biscuits Manufacturer’s Association ;http://www.ibmabiscuits.in/site-map.html [08:00 am 5th April 2014] Federation of Biscuit Manufacturers of India: http://www.biscuitfederation.com/indus_profile.htm [ 05:00 pm 7th March 2014] Britannia Industries Limited [online]: http://www.britannia.co.in/Britannia_Annual-Report_2012-13.pdf [08:00 pm 23rd March 2014] MD ZEYAUL HAQUE., 2011/08. marketing-strategy-of-Britannia [online] http://goodmorningishan.blogspot.in [11:15 am 27th Feb 2014]
  • 29. PRESS TRUST OF INDIA., 2010. Dairy products will be significant for Britannia's growth: MD.http://www.business-standard.com/article/companies/dairy-products-will-be-significant-for-britannia-s-growth- md-110053100202_1.html [01:30 pm 12nd May 2014] BUSINESS MAPS OF INDIA., top biscuit brands of India http://business.mapsofindia.com/top-brands- india/top-biscuit-brands-in-india.html [05:45 pm 2nd April 2014] FOOD PROCESSING BAZAAR., bakery industry – present and future prospects http://www.foodprocessingbazaar.com/articles/99-bakery-industry-present-and-future-prospects.html [02:30 pm 12th May 2014] MARKETING BISCUIT http://marketingbiscuit.blogspot.in/2007/12/pest-analysis.html [ 02:30 am 19 April 2014]