Britannia is India's largest biscuit manufacturer founded in 1892. It has annual net sales of 31,122 million Rs and manufacturing units across India. Some of its popular brands include Good Day, Marie Gold, Tiger, and Nutri Choice biscuits. It uses a contract manufacturing model with 40 units across India. The document discusses Britannia's key brands and competitors in different categories. It also outlines its supply chain network involving procurement of raw materials from local and international suppliers, manufacturing at central units, and distribution to retailers and customers through distributors.

1. MANAGE, HYDERABAD

2. Introduction
 Started in 1892, Kolkata
 Net sales – 31,122 Million Rs.
 Manufacturing units: Kolkata, Uttaranchal, Delhi,
Chennai
 Contract Manufacturing Units: 40
 Strategy to setup new contract manufacturing units atleast
at 35 locations in the country

3. Products
 Nutri Choice 5 Grain Biscuit
 Good Day
 Treat Fruit Rollz
 Marie Gold
 Milk Bikis
 Tiger
 50-50 Maska Chaska
 Daily Fresh Bread, Cakes, Rusks
 Shubh Kamnayein

4. IMPORTANT BRANDS PITCHED AGAINST EACH
OTHER
Category Britannia Parle Leader
Glucose Tiger Parle -G Parle-G
Marie Marie Gold Marie lite Marie Gold
Salty snacks 50-50 Krack Jack Krack Jack
Choco chips Good day Hide n seek Good day
Milk Milk bikis Maha sakhti Milk bikis
Bourbon Bourbon Hide n Seek Bourbon
Nice Nice Nice Britannia Nice
Multi grain Nutri choice ----- Nutri choice
Cream Cream Treat Kreme Cream treats
Cookie Good day 20-20 Good day

5. To innovatively market to the
Secondary trade Channel
 Britannia India’s No. 1 Biscuit Brand: Rated as Super Brand for 2 consecutive years
 Tamil Nadu has over 22% contribution in Britannia’s Volume in India
 Only Kind of Program in Foods Industry
 Nearly 6 months of Management at Evolve
 Over 1500 Secondary Trade Partners from Tamil Nadu
 360 Degrees approach once again
 Encompasses
 Purchase Reporting & Tracking
 Planning to Dictate Product mix Models
 Tele based Channel Support-Inbound and Outbound from Chennai Office
 Introduction & Implementation of New Trade Offers to boost Sales in sagging
periods
 Managing Personal Relationship Portfolio
 Rewards Redemption – Sourcing, Delivery and Logistics ~ USD 0.5 million
Annually

6. Biscuit

7. Flows in Supply Chain
Material
Manufact Distribut
urer or Retailer Custome
Funds
r
Info

8. CMU
(Central Manufacturing Unit)
Depot
Distributor
Retailer
Customer

9. Distribution Strategy
Parle Factory
Distributor Distributor
(Institutional) (Retailer)
Institutions
Eg. Hospitals Retailer
Customer

10. Britannia Supply Chain

11. a. Imported products
b. Domestic products

12. a. Imported products
b. Domestic products

13. Crude Palm oil comes from
Indonesia and Malaysia
Shipped to Kandla Port
Refining of Crude Oil
Traders supply refined
palm oil to Britannia

14. a. Imported products
b. Domestic products

15. Supplier Supplier Supplier
(Wheat) (Sugar) (Butter)
Procurement
Cycle
Company/CP
C N’F
Replenishement
and agent
manufacturing
Cycle
Distributors
Wholesaler
Retailers
Customer
Cycle
Customers

16. Analysis of Supply chain
 Model based on third party manufacturers
 ERP Software:
 Consistent data sharing
 Increase in efficiency.
 Reduction in operational overheads.
 Better working capital management.
 Increased control over inventory management.
 Realistic production scheduling.
 Effective cost control system.
 Optimal usage of capacity.
 Timely purchasing and efficient vendor management.
 Minimal effort in following regulatory norms because of a strong EXCISE
system.
 Make-to-stock
 Pull driven
 Balanced Score card
 SRM: Annual procurement meet

17. • Uninterrupted supply.
• Purchase on regular basis from traders.
• Develop alternate source of supply
• QQPRST

18. Recommendation ...
 Regulation of C’NF agent.
 Self transportation

19. Thank you!
Have a