Internship at Britannia

1. Research & Analysis on
Salesman Efficiency
Britannia Industries Ltd.
Summer Internship Project
Presentation

2. About Britannia
• Established in 1892, with an initial investment of ₹ 295.
• Britannia products are delivered through 4.2 million retail outlets to more than half the
Indian population.
• Product width expands to 5 categories namely, Biscuits, Cake, Rusk, Bread and Dairy.
• Wide product portfolio with 250+ SKU’s.
• Market leader in Bakery with 39% market share.

3. Product Portfolio
Premium
Segment
•GoodDay
•Nutri Choice
•Premium
Creams
•Premium Cakes
Middle
Segment
•Milk Bikis
•Marie Gold
•50-50
•Nice Time
•Rusk
Lower
Segment
•Tiger Krunch
•Tiger
ChocoChip
•Tiger Kreemz
•Tiger Glucose
•Tiger Coconut

4. Distribution Channel – Urban Market
Factory
Carry and Forward
Agent
Authorized
Wholesaler
Retailers
Modern Trade Distributor
(Institutional Trade
Channel)
Outlets
Customers

5. Distribution Channel – Rural Market
Rural Preferred Dealers (RPD)
Factory Carry & Forward Agent
Outlet
Super-Stockist
Customer

6. Biscuits
&
Cookies
71%
Bread
16%
Cake
10%
Rusk
3%
Bakery Industry
Biscuits & Cookies Bread Cake Rusk
• Currently, Bakery Industry stands at
valuation of ₹ 37000 crores
• Biscuits & Cookies ( ₹ 26100 crores)
• Bread ( ₹ 6000 crores)
• Cake (₹ 3850 crores)
• Rusk (₹ 1050 crores)
• Industry growing at 10-14% per
annum.
Industry Overview

7. Industry Overview (Contd.)
Industry wise Market Share
Product category wise Market Share
Cookies
32%
Cream
21%
Glucose
17%
Marie
12%
Non-
Salt
Cracker
s
6%Salt
Cracker
s
6%
Milk
4%
Others
2%
Britanni
a
Industri
es Ltd.
39%
Parle
Product
s
38%
ITC Ltd.
15%
Surya
Food &
Agro
Pvt. Ltd.
8%

8. Objectives of Project
• A study on the factors affecting efficiency of Salesman in completing daily bill cuts
• Understand the awareness level of salesman regarding their Monthly Incentive Schemes.
• A study on factors affecting the total bill cuts done in the month by each salesman at the
Authorized Wholesaler point.
• To analyse the salesman method of conveying schemes to the retailers and help them
increase the penetration of schemes in the retail outlets of area under that Authorized
Wholesaler point.

9. Methodology
Phase I
•Develop Basic Understanding about working at
Distributor to address the objective
Phase II
•Market visits along with the salesman to analyze their
working
Phase III
•After 6 weeks of market visit, Analysis on behavior of
salesman and Retailer

10. Analysis

11. Factors Affecting Buying Behaviour of Retailers
Brand loyalty among
Customers
Company’s Policy Mentioning Schemes
& Discounts
Credit Period Size & Location of
Store

12. Carrying kit of
newly
launched
products
Understanding of
Schemes and
conveying it to
Retailers
Awareness
regarding
salesman
incentive
schemes
Factors Affecting Salesman Productivity

13. Recommendations
Training to New
Salesman
Scheme on Mobile to
Retailers
Frequent Updation of
Targets to Salesman
Market visits by
Company Officials
Monitoring delivery
of Incentives

14. Key Learnings
• Market Coverage helped in better understanding of FMCG Distribution Channel.
• Understanding of Retailer’s Psychology towards the product, influence towards scheme.
• Conveying all the products to the Retailer is an important task as it helps the retailer to
recall all the varieties of company and it helps in increasing the sales volume.
• Showing some visuals through Product Catalogue or an actual product increases the
interest of retailer towards the product.
• Understanding about Salesman working and their motivation factors.

15. Thank You