Post on 06-Apr-2018
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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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