MANAGE, HYDERABAD

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
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
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
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
Biscuit
 Flows in Supply Chain

Material

Manufact Distribut
urer or Retailer Custome
Funds
r

Info
 CMU
(Central Manufacturing Unit)

Depot
Distributor

Retailer

Customer
 Distribution Strategy
Parle Factory

Distributor Distributor
(Institutional) (Retailer)

Institutions
Eg. Hospitals Retailer

Customer
Britannia Supply Chain
a. Imported products
b. Domestic products
a. Imported products
b. Domestic products
Crude Palm oil comes from
Indonesia and Malaysia

Shipped to Kandla Port

Refining of Crude Oil

Traders supply refined

palm oil to Britannia
a. Imported products
b. Domestic products
 Supplier Supplier Supplier
(Wheat) (Sugar) (Butter)
Procurement
Cycle
Company/CP
C N’F
Replenishement
and agent
manufacturing
Cycle
Distributors

Wholesaler
Retailers
Customer
Cycle
Customers
 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
• Uninterrupted supply.

• Purchase on regular basis from traders.

• Develop alternate source of supply

• QQPRST
Recommendation ...
 Regulation of C’NF agent.
 Self transportation
Thank you!
Have a