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Group 5 - Britannia

Britannia Industries is India's leading biscuit manufacturer with a 38% market share. It has a portfolio of popular brands like Tiger, Good Day, 50-50, and Marie Gold. The company has a centralized organizational structure led by a board of directors and CEO. Britannia has a culture that values stability, flexibility, and meeting environmental needs. Its strategy is to focus on becoming the largest bakery company through product innovation and responding to competition. The company aims to expand into new food and beverage categories while keeping consumer expectations and health in mind for the future.

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Soumya Ranjan Nayak
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401 views28 pages

Group 5 - Britannia

Britannia Industries is India's leading biscuit manufacturer with a 38% market share. It has a portfolio of popular brands like Tiger, Good Day, 50-50, and Marie Gold. The company has a centralized organizational structure led by a board of directors and CEO. Britannia has a culture that values stability, flexibility, and meeting environmental needs. Its strategy is to focus on becoming the largest bakery company through product innovation and responding to competition. The company aims to expand into new food and beverage categories while keeping consumer expectations and health in mind for the future.

Uploaded by

Soumya Ranjan Nayak
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Managing Organizations Project

Britannia Industries Limited

GROUP 5
L/O/G/O
Agenda
1 Organization Overview

2 Structure

3 Culture

4 Strategy

5 Environment & Competition

6 Innovation & Technology


Organization Overview
India’s Leading Biscuit Manufacturer

Ø38% Market Share by volume & 34.8% by value


Ø3800 Crore Market Share by Value
ØAmong the top 200 companies by Forbes Magazine

Products

ØBiscuits, Bread, Cakes, Rusk, Dairy Products


ØBrands : Tiger, Good Day, 50 -50, Marie Gold, Treat, Little
Heart, Premium Bake, Bourbon, Nutrichoice …

Brand Value

Ø2nd Most Trusted Food Brand and the 7th Most Trusted
Brand (Economic Times)
ØInternational Recognition: Time Magazine issue of 17
Aug 2008
Organization History
Today •One of India's biggest food brands
2009 •First Bakery brand in India to remove transfats
Jum

1997 •New corporate identity, New Mission


p

1994 •Volumes cross 1,00,000 tons of biscuits

1983 •Revenue crossed Rs. 1 billion mark


ow
Gr

1979 •Rechristened as Britannia Industries Limited


1975 •Took over distribution of biscuits from Parry’s
1942 •World War II – contract to supply large quantities of
"service biscuits" to the armed forces
S
t

1921 • First company to use imported gas ovens


1910 • Advent of electricity, merchandised operations
1892 • Started in Calcutta with initial investment of Rs. 295
Mission, Vision & Goals

Make every third Indian a Britannia


Consumer
Mission
Dominate the food and beverage market
Vision in India with a distinctive range of “tasty
and healthy” brands

Goals
Become the largest volume
player in the bakery industry
Organization Structure

Board of Directors

Vinita Bali

Nusli Wadia
Human Resources
Centralized policy; Entire HR unit at Bangalore

Nurturing talent through recruitment and grooming of bright and young


entry level managers
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
2010 employees (including workmen) on the rolls

Every job has a job description. Roles & Responsibilities clearly defined.
Introduced Britannia Assessment Test (BAT) for performance appraisal
in 2009
Organization Culture

BULBs
Organization Culture
Needs of the environment

Flexibility Stability

External
Strategic Focus

Internal
Interpreting Culture

Solidarity Sociability
Interpreting Culture
Rites & Ceremonies

Passage Enhancement Renewal Integration


Interpreting Culture
Language (Slogans)
Strategy

Analyzer
Strategy

FOCUS
Strategy

"I conform to the view that there are three kinds


of companies - those that watch things happen;
those that make things happen; and those that
wonder what happened. We certainly wish to
make things happen…..My personal
commandment is Do unto others what you
don't wish Done unto you. It's not the big who
swallow the small, it is the fast who swallow the
slow"
- Sunil Alagh, Former CEO
Market Share & Competition

Market Share by Value


Important Brands :
Comparison
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 Sakthi Milk Bikis

Bourbon Bourbon Hide n Seek Bourbon

Cream Cream Treat Kreme Cream Treat


Reaction to Competition
External Elements

Boundary Spanning
Environmental Complexity

Stable

Unstable

Simple Complex
Areas of Concern
Innovation
Incremental Product Change
Innovation Techniques
Role of IT
Conflict, Power & Politics
INTER-DEPARTMENTAL CONFLICT

ØInter-departmental dependence and deadlines


ØIdeological conflicts during conceptualization of
products
ØDepartmental power imbalance
ØLabor strikes and dissatisfaction

CONFLICT OVER POWER


Ø
ØOwnership and struggle for control
ØDifferences between management and promoters
ØTussle with partners over use of brand name
Future Strategies
Future Strategies

"Our markets are poised for exciting times. As


a successful organization, we must not only
keep pace with consumer expectation, but also
anticipate them. Our new identity is to lay the
base 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


Thank You !

Have a

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