ON

“Understanding the retail sales in Britannia and improve the

sales of Dairy and Innovation sales in Britannia Industries
Limited.”

COURSE:-MASTER OF BUSINESS ADMINISTRATION

BATCH (2016-18)
(5 / 5 / 2017 – 5 / 7 / 2017)

SUBMITTED TO: - SUBMITTED BY: -

AMIT JAWAR SRINIBASH SETHI

Area Sales Manager, Marketing, BIL KIIT University

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 DECLARATION

I Mr. Srinibash Sethi do here by declare that the Summer Project Report entitled
“Understanding the retail sales in Britannia and improve the sales of Dairy
and Innovation sales in Britannia Industries Limited.” has been prepared by me
& submitted to the Britannia Industry Limited, Bhubaneswar for the completion of
my Summer Internship Project work. It is the original one & not published
elsewhere or submitted to any other organization or company.

Srinibash Sethi

Marketing Intern

Britannia Industry Limited

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 ACKNOWLEDGEMENT

The satiation and euphoria that accompany the successfully completion of the project would be
incomplete without the mention of the people who made it possible. I am very much thankful to
Britannia Industries Limited for giving me such a great opportunity to undertake my summer
training in Britannia, Distributor-Hindustan Agency. It was a very good learning experience for
me to have worked in Bhubaneswar territory. I wish to thank all who helped me in making this
project successful.

I would like to take the opportunity to thank and express my deep sense of gratitude to my
corporate mentor Mr. Amit Jawar, Britannia Industries Limited, Area Sales Manager, East
Division, Odisha who heartily welcomed me for the internship. I am greatly indebted for
providing the valuable guidance at all stages of the study, the advice, constructive suggestions,
positive and supportive attitude and continuous encouragement

I would also like to give my heartfelt thanks to Mr. Manoj Sahoo, Territory Sales In-charge,
Britannia Industries Limited, without him it would have not been possible to complete the
project and imparted in-depth knowledge of the day to day working of Britannia Industries
Limited.

Thanks to the Sudhir kumar Naik(AWSM) , Hindustan agency through him I came to know
about market status of assigned beat ,Bhubaneswar .

I would like to thank, Dr. Anil Bajpai, KSOM Bhubaneswar, for giving me a chance to gain an
exposure in the corporate world. I would also like to thank Prof. Jitendra Mohanty, Placement In
charge, KSOM, Bhubaneswar, for their kind cooperation and providing me with the academic
support.

Also I would like to thank Prof. Ashok Sar, mentor in KSOM who assisted and guided me
whenever I needed help. I owe my wholehearted thanks and appreciation to the entire staff of the
company for giving their precious time and valuable guidance during my internship program.

Last but not the least; I am thankful to Almighty, for providing me strength and resources to
carry out the project. And I want to thank my parents who provided me with unconditional love
and moral support so that I am able to do this in an efficient way. I hope that I can build upon the
experience and knowledge that I have gained and make a valuable contribution towards this
industry in coming future.

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 CONTENTS

Declaration …………………………………..... I

Acknowledgement..……………………………. II

SL NO. CHAPTERS PAGE

NO.
1 Executive Summary 5
2 Introduction 6

3 Company Profile 7-11

4 Objectives of the Study 12

5 Research Methodology 13
6 Data analysis & Interpretation 14, 15
7 Marketing Strategy (Marketing Mix) 16-18

8 Customer Value Analysis 19,20

9 Action Plan of BIL 21-31
10 SWOT Analysis 32
11 Distribution Channel 33
12 Findings & Recommendations 34
13 Conclusion 35
14 Annexure 36

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 EXECUTIVE SUMMARY

“Understanding the retail sales in Britannia and improve the sales of Dairy
and Innovation sales in Britannia Industries Limited.”

Progress is a continuous process. It is relative and absolute. We cannot stop at a certain

destination and declare that target has been achieved.

The summer training program is to give the future manager a feel of the corporate happening and
work culture. These real life situations are entirely different from the stimulated exercise enacted
in an artificial environment inside the classroom and it is precisely because of this reason that the
summer training program is designed. The summer training is a bridge between the institution
and the organization. The summer training program helps to understand how theoretical
knowledge will be applied in practical field.

The above entitled summer internship project was started in Britannia Industry Limited on 5Th
may 2017 under the guidance of Mr. Amit Jawar, Area Sales Manager, BIL.

This report was to observe the current market scenario and improve the sales of Britannia. At the
initial stage of the project work, verification was done with the unverified outlets through
digitalization process. After that the sales was improved in a particular beat to improve the sales
of dairy and innovation products. Later on area wise beat mapping was done in different beats of
Bhubaneswar territory. The associated tasks like Branding and Promotions in general trade were
also prioritized including the merchandising in KAT (Key Account Type) outlets. The sales in
ready stock outlets (KIOSK) were improved in respective areas. At the end of the project, the
outlet owners were convinced to achieve their respective targets in KATs and LAKSHYAs.

During the project work it has been found that schemes were not properly delivered to the
KIOSK outlets whereas the AWSM (Area Wise Sales Man) was not communicated the company
schemes to the retail outlets. Adding to it, though there were merchandisers for KATs but no
merchandiser for General Trade. It can be noted that beyond the special pay outs, the KAT
outlets aren’t getting any schemes. Thus, concluding the summery of the report, it can be
recommended to the company to take the required steps to work on the respective issues with the
outlets to overcome the difficult situations.

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 INTRODUCTION

When I joined the company at the beginning, I first tried to understand about different sales
strategy used in the industry for retailing and after getting a complete idea about the various
products and the sales strategy I moved forward towards my project work. I was assigned to the
tasks like improvement of sales of the dairy products and the innovation sales as well. But before
applying any sales strategy to improve the retail sales, I was supposed to observe the different
parameters affecting the sales of these products and after getting a complete understanding about
the different issues with the retail outlets, the required steps were taken to achieve the objectives.

During my project work I had completed market observation with the AWSM assigned to me
through the questionnaire provided by Britannia to get the market status of BIL. This process
was done in the particular beats of given location to cover of the general trades.

I was directly connected with the Retail outlets to create a direct link with BIL through the
“SMS” process. Moreover, I even worked to improve the sales and achieve the targets with the
premium outlets like KATs and LAKSHYAs. KIOSK (Ready stock) always being a challenging
job to push the sales as some of them keenly dependent on the whole seller, I also pushed the
sales in this segment of Distributer. Coming to marketing activities, I added good No. of new
outlets to the distributor along with merchandising in GTs, adding to it, I have promoted BCR
catalogues in some outlets.

However after working in BIL for two months of duration, I came up with a conclusion that
retailers having positive impression for BCRD, some of the outlets were having negative
impression with the distribution issue. Moreover, I improved the sales of Dairy whitener as far as
possible and the innovation products as well. Apart from the price discrimination, I added new
outlets to distributors for a long period of time.

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 COMPANY PROFILE

Britannia Industries Limited At A Glance:

The company was established in 1892, with an investment of ₹265.[4] Initially, biscuits were
manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the
Gupta brothers mainly Nalin Chandra Gupta, a renowned attorney, and operated under V.K
Brothers." In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a partner
and The Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai factory was set
up in 1924 and Peek Freans UK, acquired a controlling interest in BBCo. Biscuits were in high
demand during World War II, which gave a boost to the company’s sales. The company name
finally was changed to the current "Britannia Industries Limited" in 1979. In 1982 the American
company Nabisco Brands, Inc. acquired the parent of Peek Freans and became a major foreign
shareholder. The contribution of this position was of Bhavya Chugh and his family.

VISION
To dominate the food and beverage market in India with a distinctive range of
“Tasty Yet Healthy” Britannia brands by making every Indian a Britannia
Consumer.

“We want to be a part of our consumer- at home, out of home, a natural part
of life”

MISSION

To dominate the Food and Beverage market in India and to be one of the best
Biscuit Companies.

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 GOAL

 To improve profitability

 To provide better customer service

 To reduce carbon emissions

LOGO

 Red: Energy and Vitality

 White: Purity

 Green: Nutrition and Freshness

PRODUCT OVERVIEW:

Britannia Industries Limited is a food company, which is engaged in the manufacture of Biscuits,
Cakes and Rusks. The Company operates through the Foods segment, which comprises Bakery
and Dairy products. The Company's product brands under biscuits category include Good Day,
Crackers, Nutri-Choice, Marie Gold, Tiger, Milk Bikis, Jim Jam + Treat, Bourbon, Little Hearts,
Pure Magic and Nice Time. Its products under breads include Whole Wheat Breads, White
Sandwich Breads and Bread Assortment. Its products under Diary category include Cheese,
Fresh Dairy and Accompaniments. Its products under cakes category include Bar Cakes, Veg
Cakes, Chunk Cake, Nut & Raisin Romance, and Mufills. Its product under Rusk category
includes Premium Bake. The products of the Company are exported across the world, which
include Gulf Cooperation Council Countries (GCC), African Countries and American Countries.
Its subsidiaries include Manna Foods Private Limited and International Bakery Products Limited.

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 BRITANNIA INDUSTRIES LIMITED

 TYPE: Public (BSE: 500825 & NSE: BRITANNIA)

 INDUSTRY: Food Processing

 FOUNDED: Kolkata, India, 1892.

 HEADQUARTER: Bangalore, Karnataka, India.

 AREA SERVED: India

 NUMBER OF STORES: 300 Stores (2000)

 KEY PEOPLE: Nusli Wadia (Chairperson)

Barun Berry (Managing Director)

 PRODUCTS: Bakery Products- Biscuits, Bread, Cake and Rusk.

Dairy Products- Milk, Butter, Cheese, Ghee and Curd.

 REVENUE: Rs. 78.58 billion (US$ 1.2 billion) 2014.

 PROFIT: Rs. 1.34 billion (US$ 21 million) 2011.

 PARENT: Wadia Group

 WEBSITE: www.britannia.co.in

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 ABOUT THE DISTRIBUTOR

Name of the Distributor- Hindustan Agency

 This agency distributes Britannia, Kelloges, Nestley, Coca-Cola and Cadbury products in

Bhubaneswar territory since a long period of time.

 Apart from that, this agency distributes MDH, Pedilite, and Samsung in other areas of

Odisha including Bhubaneswar.

 It is the major distributor of Britannia in Bhubaneswar territory.

 They used to keep all SKUs of all the product lines of BIL.

 There are 27 salesmen (AWSM) in Hindustan agency are working only for Britannia.

 The total delivery staffs of Britannia are all around 50.

 Beyond that Hindustan agency deploys ready stock vehicles to catch small beetle shop

and small Kirana shops.

 In Hindustan agency man power management categories divided like logistic, operation,

distribution.

 As Hindustan agency having maximum volume of sales, a single territory sales in charge

looks after the sales of Britannia.

 Per month volume of Britannia products at Hindustan agency approximately 3crore.

 The damaged product of Britannia are collected from the retail outlets are burnt.

 Moreover, they follow the FIFO strategy in their warehouse.

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 OBSERVATIONS

BIL- BRITANNIA INDUSTRY LIMITED

The Order: The Salesman will take order from the retailers and the wholesalers.
AWSM- Area Wise Sales Man, The authorized salesmen of distributor who are supervised by
the TSI of Britannia are called as AWSM.
KIOSK- The ready stock units who distributes the products to the outlets having non-credit
policy.
GT- General Trade
BCRD- Biscuits, Cake, Rusk and Dairy
Lines (Total Lines Sold-TLSD): The number of SKUs sold to the retailers is called Lines.

Example- 50-50 (Rs 5): 2

50-50 (Rs 10): 7
Total lines sold: 9

Bill Cut: Suppose an outlet purchases one piece of biscuit, then that will be a bill cut unit.
Trade Load: The schemes given to the outlet for more consumption of biscuits.
There are 2 types of membership provided to the retailers and the wholesalers, i.e KAT and
LAKSHYA respectively.

SKU –Stock Keeping Unit - The product line under a brand.

Example- Gooday –Rs. 32
-Rs. 12
-Rs. 10,
-Rs. 5 are the SKUs of Good day.
Eco- effective coverage outlets- Suppose retailer post a order of tiger biscuits, even if it may be
cartoons or a single piece. It will be called as 1 ECO of tiger in this outlet.

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 OBJECTIVE OF STUDY

1. To visit the existing outlets of allotted geographical beats to have a clear observation of the
outlets dealing with the BIL products and also to improve the ECO of BCRD items.

2. To take the appropriate steps to improve the sales of Dairy Products in the allotted beast of
Bhubaneswar territory.

3. Increase the sales of innovation Products Like: Chunkies, Gooday Nuts Cookies, Tiger Cream
Chocó Vanilla, Milk Rusk, Mathari Masti, Veg Cake, Burbon .

4. Adding some new outlets to distributor for long term growth and convenience the KAT and
LAKHYA outlets to achieve their target

SCOPE

1. This study helps me to visit different beats in Bhubaneswar territory like Laxmisagar, Baragargh
Brit, BJB Nagar, Canal road , Tanka pani for general tarade .

2. For opening of new outlets as well as look after the stock avialibilitry to nRatjhyatra and I have
covered area like, Garage chowk, Samantarapur, Sishupalagargh, Nuagon, Studiochowk . These
places have also been covered foe promotion and branding

3. It helps me to work with premium outlets like KATs and LAKSHYAs, in those areas of
Bhubaneswar in which these outlets were located.

4. It has been always a privilege to work with Hindustan Agency as a distributor point.

5. It helps me to understand the concept of supply chain and distribution channel.

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 REASERCH METHODOLOGY

One had to depend mainly on primary data as first as knowledge was required about market
position of various BCRD market.

Data Collection Method: For the purpose of the study both Primary and Secondary data are
required.

Primary data- This kind of data is collected from the existing as well as newly added outlets
through the structured questionnaire provided by BIL and the formal conversation with the retail
outlet owner as well.

Secondary data- This kind of data is collected from the internet and the official website of BIL.

Sampling- All the retail outlets of a particular beat in Bhubaneswar territory are taken as
sample for the research.

Sample size – 200 Retail outlets are taken as respondents for service satisfaction of Britannia.
100 Retail outlets are taken as respondents for ready stock satisfaction of Britannia.

Area of Sampling- Different beats in Bhubaneswar territory

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 DATA ANALYSIS AND INTERPRETATION

1. Service Satisfaction of BIL:-

15.5%

8.5%

1
2
76% 3

Interpretation:-

Here this s the market survey result which shows that 76% of the total No. of outlets of the
particular beats was satisfied with the service of Britannia. They were pleased with the work of
AWSM as well as the distribution channel. In fact the damage issue settlement by BIL is very
good.

Coming to the other aspect, 24% of the total No. of outlets was not satisfied with the service of
the company mostly for two reasons. 15.5% of the outlets was dissatisfied due to the company
schemes were not communicated by the AWSM which were floated by the company every
month and on the other hand 8.5% of the outlets was not satisfied due to delay in the supply of
the products to the outlets by the distributor.

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 2. Ready Stock Satisfaction :-

21%
37%

1
14%
2
3
4
28%

Interpretation:-

During the project work in ready stock unit it has been observed that 37% of the total No. of
outlets was satisfied with the distribution process of ready stock.

Apart from that 28% of the total No. of outlets were not satisfied as a reason being lack of
varieties of BCR items with the distribution vehicles.

21% of the total No. of outlets was not aware about the schemes provided by BIL for the
retailers, which caused dissatisfaction towards the distributor and the BIL as well.

Again 14% of the total No. of outlets was not satisfied with BIL as they are availing the BCRD
items from the wholesalers with a higher margin than the distributor.

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 MARKETING STRATEGY

Marketing Mix:-

Every marketer wants to develop their market share in the FMCG sector. It is indeed you have to
strengthen your 4Ps to reach out the customers with their desired value.

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. However, nowadays, the marketing mix increasingly includes several other
Ps like Packaging, Positioning, People and even Politics as vital mix elements.

1. Product

Product has always been a utility in a consumer mind set. The major types of offerings are
floated by Britannia to the market is BCRD. The company from the old age is always being
serious about the running trends in the market. They always give emphasis on quality,
packaging, taste and preference as well as goods post delivery services.

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Britannia Dairy Products:-

Along with the Biscuits, cakes and Rusks Britannia is also dealing with the premium Dairy
Products like Cheese, Fresh Dairy, Britannia Milk and Accompaniments like Britannia Whitener,
Ghee, and Butter etc. which are promised to give purity, freshness, great taste and healthiness.

2. Price:-

As a market leader, it always being a challenge with the pricing strategy following this the price
of the product are decided by the company according to the running market as well as by
observing the competitors price, if any market gap exist with a certain product company may fix
a high price for that product.

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 3. Promotion:-

In FMCG, brand awareness and product durability always help to create hype among the
consumers on that particular product, promotion make this job easy for the company. It helps to
build a brand awareness and improvement of sales as well, and bring a positive vibes to retail
outlets where a promotion is taking place.

It refers to raising customer awareness of a product or brand, generating sales, and creating brand
loyalty. It is one of the four basic elements of the market mix.

Britannia Sponsored its brand logo in cricketer`s bats for the promotion of the company.

4. Place:-

Place is always being playing a important role in marketing. As a FMCG industry, Britannia is
having a strong distribution channel through the distributor.

Place in the marketing mix refers to the channel, or the route, through which goods move from
the source to the final user. Place could be the intermediaries, distributors, wholesalers and
retailers.

The right place means greater chances of sales over a longer period of time. This translates into
greater market share, more profits and better ability to track the changes in the marketplace in
thinking, styles, fashion and needs.

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 CUSTOMER VALUE ON DAIRY WHITENER AND
INNOVATION PRODUCT

Social Experiential

Customer Value

Functional Economic

SOCIAL

Dairy whitener of Britannia is being premium product, to which a specific segment of consumer
are buying to maintain their social status as its price is high . So it can be a catalyst for the other
people of the society to use such a premium product which create brand awareness.

EXPERIENTIAL

Some consumer are experimentative in nature who always prefer to try new products coming to
market and after experiencing the consumption, they would like to adopt the product if they feel
good. During my project work some consumers were convinced to take a small packet of
whitener for once at least.

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FUNCTIONAL

Before consuming any product, some of the consumers show their interest to know about the
specifications and utility of that particular product, many of them consider Britannia whitener is
not a baby product rather a premium product is used as milk powder for tea making.

ECONOMIC

Some of the consumers were very much budget conscious, they are always interested to spend
money according to their wallet. So how much gram of whitener they are going to consume, it
depends upon them. If they are able to afford the price for the particular product, they would buy
or they would switch to its complements.

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 ACTION PLAN

Digitizing Britannia:-
Push notifications are sent to the retailers through a platform which reduces their dependencies
from the salesman, who were earlier the SPOC, thus bringing in data transparency and
streamlining the flow of information.

Mobile numbers of the respective outlets are verified with the generated UID number through the
company.

If all the registered outlets are verified, then Britannia`s dream to become the first FMCG to get
Digitized will come true, which would be first of its kind and bring in process automation in
various processes.

Britannia being highly systematic, digitization would only enhance it more and more.

FOLLOW UP THE AWSM & DELIVERING THE SCHEME:

As a market leader in BCR segment BIL have some different strategy. The people who are
taking order from GTs (General Trade), AWSM (Area Wise Salesman) divided into two parts
like S1 & S2. It’s not possible to recall all SKUs of BCR items when you are taking order from
outlets. I was assigned to Laxmi sagar beat with two AWSM I marked they used to not taking
order as S1 & S2, even don’t use the PDA (Pre defined Auto-machine) provided to them. I
visited different outlets with them to pick order, make them habituate to take order from this
device as S1 and S2.

Initially I was assigned to a bellow performer AWSM amongst the 27AWSMs of

Hindustan distributor. Monthly target of the AWSM was 8.92Lakhs, so on an average he only
achieved 2L in the 1st week of the month, my job was to improve the sales of that particular beat
along with to help that AWSM to achieve his next week target.

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 It is a very unique strategy followed by BIL is ‘‘S1 S2’’ order keeping strategy. In this
two AWSM visited to market for getting order and the credit money smoothly and quickly.
Although there was such a effective system was in the company; this was not followed by the
AWSMs while taking the order from the outlets. I insist the salesman to follow of the strategy in
the particular beat. Even I advised him to take the orders from the outlets by using the PDA
device, as a result of which all the SKUs (Stock Keeping Unit) of BCRD items would be
properly delivered to the retailers.

I pushed the innovation products and dairy whitener in the existing outlets near school
areas. Moreover the small SKUs of Britannia Dairy like Rs.5/- whitener was pushed in grocery
shops as well as in Kirana shops. Eventually it was found that the sales were improved in that
particular beat after 7days of continuing the above strategy.

IMPROVEMENT OF SALES IN MONTH OF MAY AS COMPARED TO

MONTH OF APRIL:-

Month of APRIL Month of MAY

TSI Text Beat Text Salesman Text Total Sales Amt (Pur. Rate) TSI Text Beat Text Salesman Text Total Sales Amt (Pur. Rate)
BHUBANESWAR BJB NAGAR 1 SUDHIRA KUMAR NAYAK 103975.22 BHUBANESWAR BJB NAGAR 1 SUDHIRA KUMAR NAYAK 120975.22
BHUBANESWAR LAXMI SAGAR 2 SUDHIRA KUMAR NAYAK 106513.59 BHUBANESWAR LAXMI SAGAR 2 SUDHIRA KUMAR NAYAK 116513.59
BHUBANESWAR BJB NAGAR 2 SUDHIRA KUMAR NAYAK 113187.55 BHUBANESWAR BJB NAGAR 2 SUDHIRA KUMAR NAYAK 148187.55
BHUBANESWAR LAXMI SAGAR 1 SUDHIRA KUMAR NAYAK 202175.99 BHUBANESWAR LAXMI SAGAR 1 SUDHIRA KUMAR NAYAK 224275.99
BHUBANESWAR CANAL ROAD SUDHIRA KUMAR NAYAK 73380.21 BHUBANESWAR CANAL ROAD SUDHIRA KUMAR NAYAK 94340.21
BHUBANESWAR BARAGARH BRIT SUDHIRA KUMAR NAYAK 87314.53 BHUBANESWAR BARAGARH BRIT SUDHIRA KUMAR NAYAK 115012.53
BHUBANESWAR BJB NAGAR 1 SUDHIRA KUMAR NAYAK 15416.79 BHUBANESWAR BJB NAGAR 1 SUDHIRA KUMAR NAYAK 18619.79
BHUBANESWAR LAXMI SAGAR 2 SUDHIRA KUMAR NAYAK 25342.04 BHUBANESWAR LAXMI SAGAR 2 SUDHIRA KUMAR NAYAK 18152.04
BHUBANESWAR BJB NAGAR 2 SUDHIRA KUMAR NAYAK 22778.7 BHUBANESWAR BJB NAGAR 2 SUDHIRA KUMAR NAYAK 30778.7
BHUBANESWAR LAXMI SAGAR 1 SUDHIRA KUMAR NAYAK 10229.58 BHUBANESWAR LAXMI SAGAR 1 SUDHIRA KUMAR NAYAK 9929.58
BHUBANESWAR CANAL ROAD SUDHIRA KUMAR NAYAK 18597.56 BHUBANESWAR CANAL ROAD SUDHIRA KUMAR NAYAK 21597.56
BHUBANESWAR BARAGARH BRIT SUDHIRA KUMAR NAYAK 17232.78 BHUBANESWAR BARAGARH BRIT SUDHIRA KUMAR NAYAK 25432.78
Total 796144.54 Total 943815.54
Target(Monthly) 892000 Target(Monthly) 892000

Source of data collected:- Hindustan Agency, Britannia Industry Limited, Bhubaneswar.

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Graphical Representation of Improvement of Sales:-

250000 224275.99
202175.99

200000
148187.55
150000 116513.59
120975.22106513.59 115012.53
103975.22 113187.55
94340.21
87314.53
100000 73380.21
30778.7
22778.7 25432.78
50000 18619.7925342.04
18152.04
9929.58
21597.56 17232.78
18597.56
15416.79 10229.58

SALES IN APRIL SALES IN MAY

Source: Hindustan Agency, Britannia Industry Limited, Bhubaneswar.

From the Graph:

Here is the sales data of assigned AWSM given. Finally it has been noticed that, the AWSM has
not achieved his target in month of April, later on after implementing the sales strategy, the sales
has been increased to Rs. 9.438Lakhs in that particular beat as well as the AWSM has achieved
his total target of Rs. 8.92L. Moreover it has been increased the sales by 5.81% over the total
target.

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KATS AND LAKSHYA PROGRAM:-

KATS:
KAT Classic:-
Target to enroll in KAT= Rs. 15000-29999
Visibility impact= 2%
Total Pay Out =3.5%
KAT Platinum:–
Target to enroll in KAT= 30000-59999
Visibility impact= 2.5%
Total Pay Out = 4.5%

KAT Titanium: -
Target to enroll in KAT= 60000-& above
Visibility impact= 3%
Total Pay Out = 5.5%

In KATS, KAT outlets in Bhubaneswar territory were visited last week of the month to convince
them to achieve their target, owing to which they can get the extra payout from BIL. To fulfill
the target of the KAT outlets, they ordered such bulk quantity of BCR items which help the
company to capture most of the spaces of their shelves which creates a proper brand visibility in
the outlets. Both BIL and the outlets get benefits from that. Merchandizing process is applied to
promote Britannia in these KAT outlets. Here some strategies are used to get the visibility of
BCR items in these outlets clearly and make it easy to target a consumer.

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 KATS ACHIEVMENT AS ON 25-06-2017
BCR
% of OV
Retailer_Text TIER NEW Ov Tgt Bcr Achivement BALNCE TO
Trgt
DO
kishor snaxs KAT Platinum 39228 39952 102% -724
venus bakary confect KAT Platinum 66799 46757 70% 20042
mm snacks KAT Classic 23348 11822 51% 11526
maa barabhuja store KAT Classic 15377 9670 63% 5708
nigam amul parlour KAT Platinum 54793 27596 50% 27197
mahavir gen store KAT Platinum 39402 27615 70% 11787
m s the barimall city fresh KAT Classic 21239 0 0% 21239
ramakrishna grocessa KAT Classic 24151 25531 106% -1380
tarini snax KAT Classic 29999 30520 102% -521
pn gen store KAT Platinum 32562 15669 48% 16893
kamalas KAT Platinum 41112 45688 111% -4576
cream treat KAT Platinum 31619 19176 61% 12443
lingaraj snacks and bar KAT Classic 15377 10275 67% 5102
shibam snaks KAT Classic 27955 25568 91% 2387
panda ver store KAT Classic 22406 20035 89% 2371
sai sannidhi ver store KAT Classic 26070 18510 71% 7560
nirakara ver store KAT Classic 21359 24024 112% -2665
lokanath store KAT Classic 16752 10584 63% 6168
panda gen store KAT Classic 29999 21312 71% 8687
shiba shakti dry foo KAT Classic 29351 33773 115% -4422
shree mandira KAT Platinum 55177 60406 109% -5229
papu ver store KAT Classic 26594 16753 63% 9841
new shree mandir KAT Platinum 53851 19831 37% 34020
good morning KAT Classic 15377 8956 58% 6422
mahalaxmi ver store KAT Classic 26733 9927 37% 16806
patra store KAT Classic 20800 13706 66% 7094
tarini gen store KAT Classic 29999 30201 101% -202
maa omfed KAT Classic 15377 9200 60% 6178
chinkkes baekery KAT Classic 15377 13913 90% 1464
maa and dimpi KAT Classic 22755 23638 104% -883
shree ganesh ver spo KAT Platinum 32701 27414 84% 5287
ananya ver store KAT Classic 15377 19462 127% -4085
nayak plazza KAT Platinum 42822 43737 102% -915
toshali KAT Classic 24186 10396 43% 13790
jagabalia snax KAT Classic 22127 29746 134% -7619
laxmi narayan ver st KAT Platinum 46592 33052 71% 13540
mahaveer store KAT Classic 19893 21901 110% -2008
sai ver store KAT Classic 28478 24575 86% 3903
laxmi ver store KAT Classic 28897 18276 63% 10621
maa laxmi ver store KAT Classic 19311 7489 39% 11822
loknarh snax KAT Platinum 59999 32173 54% 27826
cuttack chandi omfed KAT Classic 16457 15428 94% 1029
debendra snacks KAT Platinum 37064 20322 55% 16742
ama dokana KAT Classic 22650 18561 82% 4089
maha veer snax KAT Classic 15377 9699 63% 5678
sampark verstore KAT Classic 27327 15481 53% 12746
prasan ku sahoo KAT Classic 24709 21452 87% 3257
shree ram store KAT Classic 28932 30284 105% -1352
jaganath gen store KAT Platinum 39472 25075 64% 14397
omm sai jagannath ve KAT Platinum 44986 35302 78% 9684
sweta super bazar KAT Platinum 54409 33279 61% 21130
baba gorakhnath ganguram KAT Classic 15377 20720 135% -5342
kalyan gen store KAT Classic 15377 23651 154% -8274
subudhi gen store KAT Classic 21673 15886 73% 5787
mahima ver store KAT Classic 23209 6016 26% 17193
gojabayani store KAT Classic 15377 18493 120% -3116
image KAT Platinum 55526 47670 86% 7856
babu betle shop KAT Classic 15377 16337 106% -959
the venus KAT Classic 29999 30296 101% -297
maa sarala ver store KAT Classic 17590 8091 46% 9499
laxman gen store KAT Classic 17682 15084 85% 2598
sarada store KAT Platinum 41985 33966 81% 8019
cake shop KAT Classic 22860 14168 62% 8692
bhubaneswar coop sup KAT Platinum 78560 0 0 78560
singhs sweets retreat KAT Classic 21813 11640 53% 10173
omfed 459 KAT Classic 27048 15181 56% 11867
shree ganesh store KAT Classic 20521 23048 112% -2527
sai omfed KAT Classic 19614 19255 98% 359
crmishra KAT Platinum 38111 32989 87% 5122
simadri store KAT Classic 22406 18256 81% 4150
zsw enterprise KAT Platinum 70428 27480 39% 42948
sai communication KAT Classic 25896 22324 86% 3572
anjana store KAT Classic 17764 9079 51% 8685
guru krupa store KAT Classic 16647 12620 76% 4027
kara gen store KAT Classic 17136 7199 42% 9937
abinash store KAT Classic 19089 21459 112% -2371
ms padma KAT Platinum 39123 32058 82% 7065
sudha ver store KAT Classic 28967 19644 68% 9323
sujata KAT Platinum 115345 64305 56% 51040
sudha KAT Platinum 89449 54925 61% 34524
omfed -1358 KAT Classic 21813 12270 56% 9543
omm ver store u9 KAT Classic 21743 19709 91% 2034
bwcsalaka KAT Classic 17310 21956 127% -4646 fig no-1
25 | P a g e
 MTD May'17 Value Achv
Retailer_Text TIER NEW May-TGT
Value Achv %
PN GEN SORE KAT Platinum 31162 32171 103%
SUDHA KAT Titanium 85604 86769 101%
SAMPARK VERSTORE KAT Classic 26152 26581 102%
BABU BETLE SHOP KAT Classic 15150 28717 190%
LOKANATH STORE KAT Classic 16032 17114 107%
KISHOR SNAXS KAT Platinum 37542 37674 100%
LAXMI NARAYAN VER ST KAT Platinum 44589 45248 101%
NAYAK PLAZZA KAT Platinum 40982 42219 103%
OMFED459 KAT Classic 25885 26123 101%
SARADA STORE KAT Platinum 40180 40508 101%
MAHIMA VER STORE KAT Classic 22211 24767 112%
SUDHA VERSTORE KAT Classic 27722 32077 116%
MAA BARABHUJA STORE KAT Classic 15150 25132 166%
ABINASH STORE KAT Classic 18807 19692 105%
THE VENUS KAT Classic 29058 32700 113%
MM SNACKS KAT Classic 22345 22470 101%
SUBUDHI GEN STORE KAT Classic 20741 21122 102%
SAI OMFED KAT Classic 18771 19293 103%
SUJATA KAT Titanium 110387 114209 103%
GOJABAYANI STORE KAT Classic 15150 18979 125%
OMFED1358 KAT Classic 20875 24786 119%
LAXMI VER STORE KAT Classic 27655 27769 100%
SAI VER STORE KAT Classic 27254 37717 138%
MAA SARALA VER STORE KAT Classic 16834 18607 111%
JAGABALIA SNAX KAT Classic 21176 21217 100%
LINGARAJ SNACKS KAT Classic 15150 2042 13%
SHIBAM SNAKS KAT Classic 26753 29378 110%
MS PADMA KAT Platinum 37441 28053 75%
SHREE GANESH STORE KAT Classic 19639 20365 104%
SHREE RAM STORE KAT Classic 27689 32587 118%
ZSW ENTERPRISE KAT Titanium 67401 304 0%
PANDA GEN STORE KAT Classic 28958 33799 117%
SHIBA SHAKTI DRY FOO KAT Classic 28089 33989 121%
SINGHS SWEETS RETREA KAT Classic 20875 21186 101%
VENUS BAKARY CONFECT KAT Titanium 63928 64200 100%
SWETA SUPER BAZAR KAT Platinum 52071 20923 40%
CAKE SHOP KAT Classic 21877 14220 65%
OMM VER STORE U9 KAT Classic 20808 21407 103%
MAHAVIR GEN STORE KAT Platinum 37709 38058 101%
IMAGE KAT Platinum 53139 54341 102%
BHUBANESWAR COOP SUP KAT Titanium 75183 84428 112%
LAXMAN GEN STORE KAT Classic 17420 31254 179%
AMA DOKANA KAT Classic 21677 22549 104%
TOSHALI KAT Classic 23146 23253 100%
Tarini Snax KAT Classic 29559 30337 103%
SHREE GANESH VER SPO KAT Platinum 31296 32865 105%
NIGAM AMUL PARLOUR KAT Platinum 52438 40824 78%
LOKNATH SNAX KAT Platinum 58584 59880 102%
PANDA VER STORE KAT Classic 21443 23213 108%
CREAM TREAT KAT Platinum 30260 30822 102%
SHREE MANDIRA KAT Platinum 52805 58424 111%
JAGANATH GEN STORE KAT Platinum 37775 38350 102%
MAHALAXMI VER STORE KAT Classic 25584 26003 102%
ANJANA STORE KAT Classic 17001 24159 142%
RAMAKRISHNA GROCESSA KAT Classic 23113 24272 105%
SIMADRI STORE KAT Classic 21443 23844 111%
MAA AND DIMPI KAT Classic 21777 22533 103%
KAMALAS KAT Platinum 39345 41369 105%
NEW SHREE MANDIR KAT Platinum 51536 52788 102%
MAHAVEER SNAX KAT Classic 15150 15375 101%
GOOD MORNING KAT Classic 15150 16163 107%
SAI SANNIDHI VER STO KAT Classic 24950 28188 113%
CRMISHRA KAT Platinum 36473 41046 113%
ANANYA VER STORE KAT Classic 15150 17243 114%
BWCSALAKA KAT Classic 16566 22525 136%
MAHAVEER STORE KAT Classic 19038 21318 112%
TARINI GEN STORE KAT Classic 29592 31008 105%
PRASAN KU SAHOO KAT Classic 23647 30366 128%
PATRA STORE KAT Classic 19906 20400 102%
PAPU VER STORE KAT Classic 25451 26027 102%
CUTTACK CHANDI OMFED KAT Classic 16214 17434 108%
KARA GEN STORE KAT Classic 16399 17464 106%
MAA OMFED KAT Classic 15150 16111 106%
SENAPATI TRADERS KAT Platinum 43053 46603 108%
BABA GORAKHNATH GANG KAT Classic 15150 16488 109%
NIRAKARA VER STORE KAT Classic 20441 25859 127%
KALYAN GEN STORE KAT Classic 15150 19560 129%
GURU KRUPA STORE KAT Classic 15932 16009 100%
SAI COMMUNICATION KAT Classic 24783 30569 123%
MAA LAXMI VER STORE KAT Classic 19025 19477 102%
CHINKKES BAEKERY KAT Classic 15150 15677 103%
DEBENDRA SNACKS KAT Platinum 35471 35977 101%
M S THE BARIMALL CITY FRESH KAT Classic 20925 47304 226%

. 2464242.81 2543868.77 103% fig no-2

26 | P a g e
Here figure- 1 carries the list of KAT retailers who has not achieved their respective target till
25th June of the month. As per company policy they have to achieve their target till the end of
June to get the special payout. After the convenience of AWSMs the target failure retailers refuse
to achieve the target. I was visited these outlets and convenience them to achieve their target.
Even I took order from some of the outlets. By make aware of them regarding their benefits 50
KAT outlets have achieved their targets. Figure-2 carries the data of target achieved outlets in
Bhubaneswar territory.

LAKSHYA:

Here again it’s a superb plan for the wholesaler. Target has been floated by the company to the
whole seller with a high volume where the payout system is bit different.

I visited some LAKSHYA outlets again convenience them to achieve their targets, in some cases
faced the difficulties also. It’s better for them to achieve at least 90 % of target owing to which
they at least get 70 % of payout.

LAKSHYA Silver Tier:

Minimum quarterly purchase amount= Rs. 125000-349999

Pay out for every Rs.10000 purchase= Rs.70

LAKSHYA Gold Tier:

Minimum quarterly purchase amount= Rs. 350000-699999

Pay out for every Rs.10000 purchase= Rs.90

LAKSHYA Platinum Tier:

Minimum quarterly purchase amount= Rs. 700000 and more

Pay out for every Rs.10000 purchase= Rs.110

27 | P a g e
 LAKHYA ACHIEVEMENT AS 25-06-2017
BCR
OUTLET NAME TIER NEW BCR TARGET Bcr Achivement % of OV Trgt BALNCE TO
DO
ANAMA SAHOO GOLD 139580 54232 39% 85348
K.K BISWAL GOLD 161660 105178 65% 56482
PRUSTY STORE SILVER 111430 33655 30% 77775
MAA MANGALA GEN VER STORE GOLD 240720 268 0% 240452
PRASANTA STORE PLATINUM 441310 326132 74% 115178
SUBASH CH. SAHOO GOLD 129930 102708 79% 27232
LAXMI STORE GOLD 234640 110733 47% 123907
K.K STORE GOLD 191910 142007 74% 49903
B.K NAYAK GOLD 154620 65052 42% 89568
BIJYA STORE SILVER 65910 58955 89% 6955
OMM BASUDEV GOLD 145990 102726 70% 43264
LINGARAJ STORE SILVER 84850 45578 54% 39272
MAA MANGALA STORE U-4 SILVER 96100 104642 109% -8542
RATHA GEN STORE SILVER 73500 75344 103% -1844
SANTOSH KU SAHOO SILVER 84800 132090 156% -47290
NIRANJANA BEHURA PLATINUM 347100 263372 76% 83728
LAXMI NARAYAN JARDA BHANDAR SILVER 55880 32672 58% 23208
B.N SAHOO SILVER 106430 88566 83% 17864
S.K SAHOO PLATINUM 368060 271771 74% 96289
MAKARA GHADAI SILVER 50930 62777 123% -11847
BABAJI SAHOO SILVER 87920 83452 95% 4468
RASHMI STORE SILVER 102990 61361 60% 41629
GAYATREE ZARDA BHANDAR SILVER 59470 44236 74% 15234
MANIK STORE GOLD 139800 127423 91% 12377
JAGANNATH STORE SILVER 58000 58802 101% -802
DEVI TRADERS GOLD 147150 131983 90% 15167
MEERA ENTERPRISE GOLD 224370 160620 72% 63750
MAHAVEER VANDAR SILVER 86390 128464 149% -42074
SAROJINI STORE GOLD 202270 157969 78% 44301
PRASANTA STORE U-3 SILVER 57180 43354 76% 13826
HANUMAN STORE GOLD 140140 82369 59% 57771
SUDAM BATI STORE SILVER 63430 64839 102% -1409
BIRANCHI KR PRADHAN GOLD 157210 101458 65% 55752
SRI RAMA STORES-B SILVER 56390 83870 149% -27480
R.C SAHOO SILVER 110680 72809 66% 37871
SHREE RAMA STORE GOLD 153630 156222 102% -2592

Figure no- 3 (Unachieved)

28 | P a g e
LAKHYA ACHIEVED OUTLETS:-

OVER ALL
OUTLET NAME TIER OVER ALL Achv OVER ALL %
TARGET

ANAMA SAHOO GOLD 139580 103423 74%

B.K NAYAK GOLD 154620 112838 73%
B.N SAHOO SILVER 106430 119644 112%
BABAJI SAHOO SILVER 87920 102296 116%
BIJAYA STORE SILVER 65910 81099 123%
BIRANCHI KR PRADHAN GOLD 157210 101458 65%
DEVI TRADERS(PRIYA GOLD 147150 159612 108%
GAYATREE ZARDA BHANDAR SILVER 59470 60958 103%
JAGANNATH STORE SILVER 58000 58802 101%
K.K BISWAL GOLD 161660 167591 104%
K.K.STORE GOLD 191910 200150 104%
LAXMI NARAYAN ZARDA BHANDAR SILVER 55880 32672 58%
LAXMI STORE CS GOLD 234640 195936 84%
LINGARAJ STORE SILVER 84850 77459 91%
MAA MANGALA GEN. VER STORE GOLD 240720 268 0%
MAA MANGALA STORE U-4 SILVER 96100 130138 135%
MAHAVEER BHANDAR SILVER 86390 146557 170%
MAKARA GHADAI SILVER 50930 62777 123%
MANIK STORE GOLD 139800 157138 112%
MEERA ENTP. GOLD 224370 227271 101%
NIRANJAN BEHURA PLATINUM 347100 352202 101%
OMM BASUDEV GOLD 145990 150600 103%
PRASANTA STORE PLATINUM 441310 447724 101%
PRASANTA STORE U-3 SILVER 57180 43354 76%
PRUSTY STORE SILVER 111430 33655 30%
RASHMI STORE SILVER 102990 61361 60%
RATHA GEN STORE SILVER 73500 75344 103%
SANTOSH KU. SAHOO SILVER 84800 159867 189%
SAROJINI STORE GOLD 202270 205992 102%
SHREE RAMA STORE GOLD 153630 156222 102%
SRI RAMA STORES-B SILVER 56390 83870 149%
SUBASH CH. SAHOO GOLD 129940 151259 116%
SUDAM BATI STORE SILVER 63430 64839 102%

4513500 4284372.73 95%

Figure no-4 (Achieved)

29 | P a g e
Figure -3 carries the data of LAKHYA outlets who have not achieved the target after
convenience by the AWSM still 25th June. I convinced many LAKHYA outlet owner to achieve
their target.

Figure-4 carries the data of LAKYA outlets who have achieved their target.

PROMOTION
During the project work in general trades some promotional and merchandising activities were
carried out in general trades.

In these days I moved to 20-30 outlets daily to make promotion in their shops. Pasting of rack
stickers pasting of innovation BCR items logo were done in General trade outlets . After doing
these Branding and Promotion it has been noticed that , there is a positive vibes amongst the
retailers on Britannia.

30 | P a g e
MARGIN:
Britannia Industry Limited is having BCRD segments, so margins are also different from product
to product.

 In some biscuits, cakes and rusks, they provide 10% margin to the outlets.
Example- Rs.32/1.10=Rs.29.09 (purchasing price of the retailer)

 In some biscuits, cakes and rusks, they provide 12% margin to the outlets.
Example- Rs. 32/1.12=Rs. 28.57(purchasing price of the retailer)

 In dairy segment Britannia provides 9% margins to the retailers.

Example- Rs. 75/1.09=Rs. 68.80(purchasing price of the retailer)

AREA WISE BEAT MAPPING-

It is a company policy where new outlets are added to the distributer. According to the
convenience area the AWSM assigned to that outlets for order taking. During this project work I
added 15-20 outlets to the distributer which will create long term growth to distributer as well as
to Britannia Industry.

10 -15 KIOSK (Ready Stock) outlets have been found and added to the distributer for non-credit
Sales transaction.

Door to door sales- In every beat of Bhubaneswar territory I visited to the KAT outlets
for selling the Dairy. Rs-5/- dairy whitener and Cheese slice of Rs.25/- & Rs.75/- were sold
directly to the outlets. Through his process the Dairy Products directly delivered to the outlets.

31 | P a g e
 SWOT ANALYSIS

STRENGTH WEAKNESS

 BCR division is very strong; all  Dairy product is not preferable by

SKUs are nicely available in outlets. lower income groups.
 Strong distribution network.  Price discrimination is there in
 “Eat healthy, think better” tagline market between the distributor price
spread a positive vibes among the and whole seller price.
consumer.
 Innovation products are highly
recommended for taste & preference.
 KATs and LAKSHYAs are good
program to develop market share.
 Items like vita marie, marie gold
tiger, gooday are the strong SKUs of
BIL.
 S1 &S2 AWSM system acts as
unique strategy than other
competitor.
 Supply chain is designed in such a
way to minimize the cost.

OPPORTUNITY THREATS

 Increase the varieties in ready stock  Local competitor in biscuits and

unit so that the Product line can be cake.
extended.  ITC Bounce in Rs.5 category and
 Dairy advertising can be improved Other dairy companies.
in digital media.
 Packaging of tiger can be round
shape as previously it was there to
meet high sales.

32 | P a g e
Distribution Channel of BIL:-
BRITANNIA INDUSTRY
LIMITED

MANIFACTURING
UNIT

C&F

SUPER
AREA
STOKISST
DISTRIBUTOR

RETAILER WHOLE RURAL

SELLER PREFFERED
DISTRIBUTOR
(RPD)

SMALL KIOSK
BETTLE OUTLETS
WHOLE RETAILER
SHOP
SELLER

SMALL KIOSK
BETTLE OUTLETS
33 | P a g e SHOP
 FINDINGS & RECOMMENDATIONS

1. It has to be bound for the sales people to take the electronic device to take order.

2. Ready stock should carry more varieties so that KIOSK sales man should have some

knowledge about sales which means how to sales the product.

3. Assign merchandiser in general trade outlets, as Bhubaneswar is going to be No.1 smart

city, display is very essential in these outlets.

4. The most important thing to maintain FIFO strategy in retail outlets as most damage

occurs due to not applying FIFO in their selves.

5. Dairy display should be there in KAT outlets, which can improve the visibility as well as

dairy sales.

6. Schemes should be there for the KAT outlets apart from the extra bonus they are getting .

7. One monthly inspection should be done in every month to the outlets to check the service

and the schemes made for the retailers, whether they are getting or not.

8. Add the KIOSK type outlet nearer to the school areas to order process system by

observing the outlet status whether the shop is there for long term or not.

34 | P a g e
 CONCLUSION

After working two months in Britannia I concluded that, during the 1st week of our
project I digitally connected 36 general trade outlets and around 100 kiosk outlets
with Britannia directly, which can make direct relationship between BIL with the
retailer. I pushed the sales of dairy as well as the other SKUs of BCR items.
Moreover, I improved the sales of the assigned beat as well. I improved the sales
by 5.05% in one month.

The sales strategy in retail outlets is always being a long term growth to
Britannia. KATs & LAKSHYAs are the two programs which always increase the
high volume sale in market. I made achieve almost 90% of KAT outlets in
Bhubneswr territory . With a short time distribution process BCRD sales can be
more improved for Britannia. Coming LAKHYA , I made achievement in 50
outlets by convenience them. I even added 20-30 new outlets with the distributor.
The Supply chain is designed in such way to reduce cost. By taking promotional
activity in general trades Britannia can gain maximum market share than its
competitors. I had a very wonderful experience and thankful working with
Britannia.

35 | P a g e
 ANNEXURE

The following Questionnaire was provided by the Britannia Industry Limited to do a market
observation and to get a complete overview of the present market scenario:-

QUESTIONARY OF BRITANNIA INDUSTRIES LIMITED, BHUBANESWAR

NAME OF INTERN:- CONTACT NUMBER:- ADDRESS :- AWSM NAME:-
DATE:- MAIL ID:-
COURSE:- BEAT NAME:-
BATCH:-
COLLEGE NAME:- DATE:-
AWSM
WEEKLY WEEKLY Tiger DAIRY
BIL INNOVATION GOODAY TOP RS. CHEESE OUTLET
SL VISITED UPDATION OF Cream Rs. WHITENER
OUTLET NAME LOCATION CONTACT NUMBER SERVICE SALE VALUE Rs.5 SALE 10 SALE SALE VERIFICATION (
NO:- THE SKIM BY 5 SALE SALE VALUE
(Y/N) (In Rs.) Value VALUE VALUE Y/N)
OUTLET AWSM (Y/N) VALUE (Rs.)
(Y/N)

36 | P a g e