The document presents a project report on Britannia's 'Ace Klub Program', detailing the company's market share, strategies, and operational structure in the Indian biscuit industry. It highlights key market players, segmentation, and sales management while outlining objectives and challenges faced in merchandising and distribution. The report emphasizes the need for improved retailer engagement and stronger brand visibility to bolster business growth.

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

14. Three areas to consider
1
2
3
BIL FOCUS
VALUE
TARGET
VISIBILITY
IMPACT

15. 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 %

16. 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.

17. SOURCES OF DATA
Primary
Secondary
SAMPLE SIZE
100 respondents
SAMPLING TOOLS
Questionnaire
Personal Interview

18. 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

19. 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

20. 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.

22. 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

23. 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

24. DIRECT COVERAGE EXPANSION

25. PLACEMENT OF DAIRY PRODUCTS
Higher cost in comparison to other
Scope is good because of BRAND name

26. 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.

27. 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.

28. 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.

29. 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

30. 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]

31. 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]