Group 5 -Britannia

8/7/2019 Group 5 -Britannia

1/28

L/O/G/O

Britannia Industries Limited

GROUP 5


2/28

Organization Overview

Structure

Culture

Strategy4

1

2

3

Agenda

5

6 Innovation & Technology

Environment & Competition


3/28

Organization Overview

Indias Leading Biscuit Manufacturer

Products

Brand Value

Biscuits, Bread, Cakes, Rusk, Dairy Products

Brands : Tiger, Good Day, 50 -50, Marie Gold, Treat, Little

Heart, Premium Bake, Bourbon, Nutrichoice

38% Market Share by volume & 34.8% by value

3800 Crore Market Share by Value

Among the top 200 companies by Forbes Magazine

2nd Most Trusted Food Brand and the 7th Most TrustedBrand (Economic Times)

International Recognition: Time Magazine issue of 17

Aug 2008


4/28

Organization History

Gr

ow

St

Jum

p

Today

2009

1997

1994

1983

1979

1975

1942

1921

1910

1892

First company to use imported gas ovens

Advent of electricity, merchandised operations

Started in Calcutta with initial investment of Rs. 295

One of India's biggest food brands

First Bakery brand in India to remove transfats

New corporate identity, New Mission

Volumes cross 1,00,000 tons of biscuits

Revenue crossed Rs. 1 billion mark

Rechristened as Britannia Industries Limited

Took over distribution of biscuits from Parrys

World War II contract to supply large quantities of"service biscuits" to the armed forces


5/28

Mission, Vision & Goals

Mission

Vision

Goals

Become the largest volumeplayer in the bakery industry

Dominate the food and beverage marketin India with a distinctive range of tastyand healthy brands

Make every third Indian a BritanniaConsumer


6/28

Organization Structure

Vinita Bali

Board of Directors

Nusli Wadia


7/28

Human Resources

Centralized policy; Entire HR unit at Bangalore

Summer Trainee recruitment & Management trainee recruitment

Lateral recruitment of well experienced and qualified managers

Training on all functional areas Marketing, Sales and Distribution,

Operations and Supply chain, Finance and Quality assurance

Every job has a job description. Roles & Responsibilities clearly defined.

Introduced Britannia Assessment Test (BAT) for performance appraisal

in 2009

Nurturing talent through recruitment and grooming of bright and youngentry level managers

2010 employees (including workmen) on the rolls


8/28


9/28

Organization Culture

Strateg

ic

Focu

s

Needs of the environment

Internal

External

Flexibility Stability


10/28

Interpreting Culture

SociabilitySolidarity


11/28


Rites & Ceremonies

Passage Enhancement Renewal Integration


12/28


Language (Slogans)


13/28

Strategy

Analyzer


14/28

Strategy

FOCUS


15/28

Strategy

"I conform to the view that there are three kindsof companies - those that watch things happen;those that make things happen; and those that

wonder what happened. We certainly wish tomake things happen..My personalcommandment is Do unto others what youdon't wish Done unto you. It's not the big who

swallow the small, it is the fast who swallow theslow"

- Sunil Alagh, Former CEO


16/28

Market Share & Competition

Market Share by Value


17/28

Important Brands :Comparison

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 Sakthi Milk Bikis

Bourbon Bourbon Hide n Seek Bourbon

Cream Cream Treat Kreme Cream Treat

Category Britannia Parle Leader


18/28

Reaction to Competition


19/28

External Elements

Boundary Spanning


20/28

Environmental Complexity

Simple Complex

Unstable

Stable


21/28

Areas of Concern


22/28

InnovationIncremental Product Change


23/28

Innovation Techniques


24/28

Role of IT


25/28

Conflict, Power & Politics

Ownership and struggle for controlDifferences between management and promotersTussle with partners over use of brand name

Inter-departmental dependence and deadlinesIdeological conflicts during conceptualization of

productsDepartmental power imbalance

Labor strikes and dissatisfaction

Inter-departmental dependence and deadlinesIdeological conflicts during conceptualization of

productsDepartmental power imbalance

Labor strikes and dissatisfaction

INTER-DEPARTMENTAL CONFLICT

CONFLICT OVER POWER


26/28

Future Strategies


27/28

Future Strategies

"Our markets are poised for exciting times. Asa successful organization, we must not only

keep pace with consumer expectation, but alsoanticipate them. Our new identity is to lay thebase to project our future as a successful 'food'company, a company that provides high quality

and tasty, yet healthy foods and beverages"

- Nusli Wadia, Chairman


28/28

Thank You !

Have a

Group 5 -Britannia

Documents