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Strategies of Britannia company.

Published in: Business, Technology


  2. 2. VISION<br /> <br />To dominate the food and beverage market in India with a distinctive range of “Tasty Yet Healthy” Britannia brands.<br />MISSION<br /> <br />To dominate the food and beverage market in India through a profitable range of “Tasty yet Healthy” products by making every Indian a Britannia consumer. “We want to be part of our consumer- at home, out of home, a natural part of his life”.<br />
  3. 3. Analysis & Summary of Vision & Mission<br />OPERATIONAL EFFECTIVENESS<br />By consolidating operations, optimizing manufacturing units, reducing complexity and eliminating wastages in the value chain. <br />Focused attention on building new capabilities and a robust pipeline of innovation, coupled with leading edge go-to-market approaches these innovations tap new sources of growth and profitable revenue, while building brand differentiation and relevance. This will be implemented through a focused approach across products, channels and geographies. <br />New products like Britannia Cookies and Treat Choco-Deckerwere launched, leveraging new capabilities, to open up new growth vectors.<br />
  4. 4. Brands that deliver over 50% of volume are now fortified with micro-nutrients that meet the WHO standards and trans fats have been removed from most products. In October 2009, as a big step in this mission, Company initiated the process of setting up the Britannia Nutrition Foundation.<br />
  5. 5. GOAL<br />To provide consumers the highest standards of food safety and ensure hygiene in new diversified food category. <br />
  6. 6. STRATEGIC OBJECTIVE<br />To enter “ready to eat” food category within next 1 year and focus on generating growth through increasing the base and frequency of consumption.<br />
  7. 7. FINANCIAL OBJECTIVE<br />We aspire to achieve a market share of 20% in ready to eat food category in next 2 years after launch. <br />
  8. 8. ACTUAL EXAMPLES OF STRATEGY<br />For Britannia Brands a three pronged strategy was followed through<br />Improved distribution in high growth markets of USA, Canada, Australia, New Zealand and Singapore,<br />Launch of new products like Rusk, Nutrichoice 5 Grain, Nutrichoice Digestive, and <br />Opening up of new geographies: Taiwan, Fiji, Nigeria, Botswana & Ghana<br />
  9. 9. ACTUAL EXAMPLE OF TACTICS<br />Company introduced a number of new packs to target new consumption opportunities both ‘in-home’ and ‘out-of-home’ at an accessible price of Rs. 5. <br />The ‘Consumer Quality Index’ tracking has now been institutionalized and covers the entire portfolio.<br />The results of the comprehensive Quality Systems and Processes which have been put in place are reflected in the significant reduction in consumer complaints reported during the year.<br />
  10. 10. SWOT ANALYSIS<br />
  11. 11. THANK YOU<br />