Analysis of Britannia company as well as for its good day product. swot analysis. porters five forces model, etc

1. BRITANNIA INDUSTRIES LTD.
EAT HEALTHY THINK BETTER
Submitted by:
Rishabh gupta
PGDM 3
DM17C41

2. INTRODUCTION
Britannia is one of the India’s biggest food
brand
The company has established with an
investment of Rs265

3. House hold care
• Personal wash
• Detergents
Personal care
• Skin care
• Hair care
• Shampoos
• Oral care
Food and beverages
• Food segment
• Tea
• Coffee
MARKET SIZE
others
43%
personal care
22%
household
4%
baby care
2%
hair care
8%
food product
5%
fabric care
12%
otc product
4%
MARKET SIZE

4. Threat of new entrant
• High capital
requirement
• Strong brand name
• Advertisement
• Loyalty
Bargaining power of
buyer’s
• Price sensitivity
• switching cost
• Alternatives
• Limited buyer choice
Bargaining power of
supplier’s
• Distribution channel
• Switching cost
• Volume purchase
• Inputs
Threat of substitutes
• Price war
• Product differentiation
• Limited number of
substitutes
Competitive rivalry
• Highly fragmented
• Exit barrier’s
• Large industry size
Porter’s five forces model

5. Strength
• Low operational cost
• Presence of well known
brands in FMCG
• Distribution in both rural
urban areas
Weakness
• Low export levels
• Counterfeit products
• Lower scope of investing in
technology
• Economies of scale
Opportunity
• Untapped rural market
• Rising income levels
• Export potential
• High consumer good
spending
Threats
• Slowdown in rural demand
• Tax and regulatory
structure
• Removal of import
restriction
SWOT ANALYSIS

6. Biscuit sector
• Kids nutrition
• Treat or luxury
• Snacking
• Adult health
Bread ,cakes and rusk
sector
• Britannia bread
• Britannia toasted rusk
• Bar cakes
• Cup cakes
Gift sector
• Premium assorted
cookies
• Cookie delight
• Royal special
PRODUCT PORTFOLIO

7. Name of company Market
capitalization
Sales
turnover
Net profit Total
assets
Nestle 71,477.31 9223.80 926.54 3046.85
Britannia 55924.75 8414.37 843.69 2582.42
Glaxo smith con 22675.29 3986.46 656.67 3122.68
KRBL 15483.95 3147.87 401.12 2923.99
Hatsun agro 11020.79 4199.66 133.97 947.25
Varun beverages 9270.70 2972.25 186.73 3151.33
Manpasand bever 4926.31 701.46 72.64 1153.79
COMPETITIOR ANALYSIS

8. Strength
• Good advertising
• Pricing is low
• Brand name
Weakness
• Large competitors
• Limited shelf life
• Lack of schemes
• Loose packing
Opportunity
• Untapped rural
market
• Tie up
Threat
• Local bakery
products
• Margin war
• New entrants
SWOT ANALYSIS (GOOD DAY)

9. Marketing mix
Product
New good day cashew
New good day nut cookies
New good day Choco chip
Known for its rich and unique taste
Price
 Product name  weight  price
 Britannia good day
coconut butter
biscuit
 180gm  Rs35
 Good day  90gm  Rs12
 Good day Chaco-
nut cookies
 90gm  Rs15
 Marie gold  337gn  Rs25
 Good day  180gm  Rs23

10. Place
Rural and urban market
Grocery stores, corner
shops,supermarket,hypermarket
Outlets- D mart, Big bazar
Airlines, Hotels and Railways

11. T.V advertisement
Contest advertisement
Lagan advertisement
Facebook
advertisement
PROMOTION
Print advertisement

12. GROSS AND NET PROFIT MARGIN
0
2
4
6
8
10
12
14
2013 2014 2015 2016 2017
PROFITMARGIN
YEAR
GROSS AND NET PROFIT
Gross profit margin %(as on march..) Net profit margin % (as on march..)
GROSS PROFIT MARGIN =
𝑇𝑜𝑡𝑎𝑙 𝑟𝑒𝑣𝑒𝑛𝑢𝑒 − 𝐶𝑂𝐺𝑆
𝑇𝑜𝑡𝑎𝑙 𝑟𝑒𝑣𝑒𝑛𝑢𝑒
NET PROFIT MARGIN
=
𝑁𝑒𝑡 𝑖𝑛𝑐𝑜𝑚𝑒
𝑆𝑎𝑙𝑒𝑠 𝑟𝑒𝑣𝑒𝑛𝑢𝑒

13. DEBT EQUITY RATIO
Year Long term debts Total equity Debt to equity ratio
2013 27.20 23.91 1.13%
2014 28.42 23.99 1.18%
2015 43.33 23.99 1.80%
2016 40.83 24.00 1.70%
2017 31.40 24.00 1.30%
𝑙𝑜𝑛𝑔 𝑡𝑒𝑟𝑚 𝑑𝑒𝑏𝑡𝑠
𝑡𝑜𝑡𝑎𝑙 𝑒𝑞𝑢𝑖𝑡𝑖𝑒𝑠
Debt equity ratio =

14. RECRUITMENT SOURCE OF COMPANY
Internalsource
Transfer
promotion
recall
Pipeline
Externalsource
Advertisement
Factory gate
Casual collars
Labor unions
Former
employees
Monster.con

15. TRAINING PROVIDED IN A COMPANY
Job
training
Induction
training
Promotion
training
Refresher
training
InternshipRemedial
training