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Mandeep Kaur(27022)

Nandakumar (27028)Sangeetha K S(27044)

Jagannathan R(27076)

Krishnan(27085)

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HISTORY AND EVOLUTION

RS RS RS

1892 1918 1945 1997

A biscuit

company was

started in asmall house in

central

Kolkata with

an initial

investment of 

Rs 295

(aprox. £5)

C H

Holmes, an

Englishbusinessman

in Kolkata

was taken as

a partner

and The

Britannia

Company

was

launched

Biscuits

were in big

demand

during

World War

II, which

gave a fillipto the

company’s

sales

New corporate

identity  –  

"Eat Healthy,

Think

Better“.

Made its first

entry into the

dairy products

market

RE-BIRTH

OF

BRITANNIA

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Our Products

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Brand Building

RS RS RS

EatHealthy,Think

Better

DIFFERENTIATE

PRODUCTSCUSTOMER

S

QUALITY

STANDARDS

HEALTH

ANDNUTRITION

BRANDS

DELIGHT

AND

LIFESLTYLE

BRANDS

INNOVATIO

N

CULTURE

&

NEEDS

TRUST

&

LOYALTY

PHILOSOPHY OF

BRITANNIA

COMMUNITY

ACCESSIBILITY

AND

AFFORDABILITY

THE

BRITANNIA

NUTRITION

FOUNDATION

CONSUMER

QUALITY

INDEX

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•We are expanding capacities to keep pace

with a 20 per cent growth in its sales.

• Planning a total investment of more than

Rs.200 crore this fiscal for setting up two

plants in Orissa and Bihar

• Planning to set up a manufacturing unit in

Gujarat, Karnataka

• Expressed interest in NIF's patented

herbal food products.

Future Plans

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Sales Management team

MD

VPInnovatio

n

Marketing

Sales

NSM

RSM

NEWS

ASM

R&D

VP HR CFOVP

Manufacturing

NBD

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Sales force Hierarchy

ASM

TH

(SE/SO)

TSI/PSM

AW

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Recruitment

• MBA colleges categorized into 5

categories

• TSI – MBA grads last rung

• ASM – MBA grads from A & B

colleges, MT for one year

• R&D – Technology institutes like

NIT and IIT for R&D

• PSM - Graduates

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Training

• Structural training – 6 to 9 months

• e-BAT – KRA’s, KPI’s 

• Assessment centre, Performance Appraisal

• New Product Training

• Yearly training hours

Motivation

• Variable Payout

• Sabeshi

• Wall of fame

• Desh ka Sitara

• Special projects

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Territory design & Selling effort

• Market build-up approach

• Yearly sales target fixing event

• TSI on-role, > 1 Crore

• PSM contractual, < 1 Crore

• Channel partners selected aftercareful selection process – capacity,capital, quality, etc

• Channel conflicts - penalised

Country Region States Districts Territory

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Online Presence

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Online Presence

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Flow of 

DistributionBritannia

factory

Wholesaler /

Distributor

Retailers Kirana stores

Agents

Big retailUnits

Customer

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Distribution functions

CO

N

S

U

ME

R

RETAILER DISTRIBUTOR CFA FACTORY

Assorting Allocation Sorting

Accumulation

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Selling & Relationship strategy

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SimpleProduct

Offering

ComplexRange of 

Products

Customer Needs Different

Customer Needs Similar

Market-

Driven

Specialization

Product/Market-

Driven Specialization

Geography-

Driven

Specialization

Product-

Driven

Specialization

Customer and Product Determinants

of Sales Force Specialization

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Geographic Sales Organization

Advantages

• No geographic

duplication• Low Cost

• No customerduplication

•Fewer managementlevels

Disadvantages

• Limited specialization

• Lack of managementcontrol over product

or customer

emphasis

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Value Proposition

Product LeadershipMarket Leader

Wide variety of products

High R&D Focus

Customer IntimacyiHealthu

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Selling Approaches

•AIDAS

•For Retail Customers

•Need Satisfaction

•For corporate customers

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Arousal Motives

•Physiological

•Cognitive

•Emotional

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TVC Ads

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