Marketing Report Britannia

1
WELINGKAR INSTITUTE OF MANAGEMENT
DEVELOPMENT & RESEARCH
SUMMER INTERNSHIP PROJECT REPORT
ON
“TO DO COMPETITIVE ANALYSIS & VISIBILITY STUDY
OF CHEESE IN BRITANNIA ”
BY
HARSHIT SACHDEVA
PGDM 2018 – 2020
SPECIALISATION: MARKETING
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ACKNOWLEDGEMENT
I wish to express my sincere gratitude to Britannia Industries Ltd. for providing me an
opportunity to do my project on “Sales development of cheese in Britannia”. I sincerely thank
Mr. Gagan Chattwal for his guidance and encouragement in carrying out this project work. I
also wish to express my gratitude to other staff members who rendered their help during the
period of my project work. I take this opportunity to thank my team mates who spared and
shared their precious time to provide me with valuable inputs for this project without which it
would not have been possible. I am also grateful to my parents, who supported me throughout
and have constantly guided me.
I would also like to express my thanks to my colleagues for their consent help and guidance
throughout the project. I would also like to express my thanks to our Director Dr. Prof. Uday
Salunke, who rendered all the facilities.
Finally, I would also like to thank Mr. Sriram Balakrishna (PGDM Batch3) for his help in
providing the required credentials and permissions on behalf of the college for project
purposes. My sincere thanks to all those people who are left unmentioned here but who have
contributed immensely to give me a sharp and rewarding insight on how my training should
be carried out.
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I firmly believe that there is always a scope of improvement. I welcome any suggestions for
further enriching the quality of this report.
Index
Sr. Page
Topics
No. No.
1 Industry Profile 4
Company Overview
 About
2 6
 PEST Analysis
 SWOT Analysis
 Market Share & Trends
3 Sales and Marketing 9
4 Dairy Business Of Britannia 11
4
5 Types of retail formats 14
Objective Of Project(Competitor analysis & visibility study of cheese in
6 15
Britannia)
7 Survey of Various Hypermarkets 15
8 Competitive Analysis 24
9 Suggestions & Recommendations 25
10 Bibliography 26
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INDUSTRY PROFILE
Currently India is the world’s largest producer of milk due to which the cheese markets holds
significant growth potential. Nowadays consumers are shifting from paneer to cheese because
of rising influence of western cuisines and inflating disposable incomes resulting in increase
in demand of cheese in country.
Also manufacturers are introducing different types of flavoured cheese products including
pepper, garlic, red chilli flakes & oregano pickle, which cater to the different tastes and
preferences of consumers in India.
Market Drivers
Cheese is not only used in food items like pizza, pasta burgers, wraps etc., it is also being
used in Indian recipes such as dosa, parathas & uthappam.
With continuous changing demand of Indian Consumers and working population, the fast
food industry is experiencing a healthy growth due to which the demand for cheese is getting
augmented.
There is a significant increase in the number of organized retail outlets and hence numerous
global players are now investing in the Indian cheese market.
Also many manufacturers are executing different marketing campaigns through different
advertising media like newspapers, televisions and social media platforms to increase
awareness among consumers about the benefits of cheese. These factors helps in boosting the
consumption of cheese in the upcoming years.
Market Drivers
Cheese is not only used in food items like pizza,pasta burgers, wraps etc., it is also being used
in indian recipes such as dosa, parathas & uthappam.
With continuous changing demand of Indian Consumers and working population, the fast
food industry is experiencing a healthy growth due to which the demand for cheese is getting
augmented.
There is a significant increase in the number of organized retail outlets and hence numerous
global players are now investing in the Indian cheese market.
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Also many manufacturers are executing different marketing campaigns through different
advertising media like newspapers, televisions and social media platforms to increase
awareness among consumers about the benefits of cheese. These factors helps in boosting the
consumption of cheese in the upcoming years.
Breakup by Type:
Cheese market has been divided into processed cheese, mozzarella, cheddar,
emmental, ricotta and others. At present, processed cheese represents the most popular
product type in India.
Breakup by Format:
The market has been classified into slices, diced/cubes, shredded, blocks, liquid,
crème and cheese spreads. Cheese slices hold the dominant share as they are widely
used in homes and restaurants for preparing fast food items.
Breakup by Application:
The market has been segregated into pizzas, burgers, wraps and others. Pizza leads in
the application are of cheese, it accounts the majority of the market share.
Regional Insights:
In India Maharashtra tops the cheese market category. Other states includes
Karnataka, Tamil Nadu, Delhi, Gujarat, Andhra Pradesh and Telangana, UP, WB,
Punjab Bihar and Orissa.
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BRITANNIA
COMPANY OVERVIEW
NAME BRITANNIA INDUSTRIES LIMITED
FOUNDED 1892
FINANCIAL TYPE PUBLIC FIRM
PARENT WADIA GROUP
INDUSTRY FOOD PROCESSING
COMPETITORS GOWARDHAN, GO,TOPP UP,PRIDE OF COWS
NET INCOME 1,122 Cr.
TOTAL ASSETS 5,652 Cr.
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MANUFACTURING
Ranjangaon MIDC, Maharashtra, 412220
UNIT
KEY PEOPLE NUSIL WADIA (CHAIRMAN)
ABOUT
The story of one of India’s favourite brands reads almost like a fairy tale. Once upon a time,
in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now
Kolkata) with an initial investment of Rs295. The company we all know as Britannia today.
The beginnings might have been humblethe dreams were anything but, By 1910,with the
advent of electricity, Britannia mechanised its operations, and in 1921, it became the first
company east of the Suez Canal to use imported gas ovens, Britannia’s business was
flourishing, But, more importantly, Britannia’s business was flourishing, But, more
importantly, Britannia was acquiring a reputation for quality and value. As a result, during
the World War 2, the Govt reposed its trust in Britannia by contracting it to supply large
quantities of “service biscuits” to the armed forces.
As time moved on. The biscuit market continued to grow and Britannia grew along with it. In
1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry’s who
till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian
shareholding crossed 60%, firmly establishing the indianness of the firm.The following
year,Britannia Biscuit Company was rechristened Britannia Industries Limited. Four years
later in 1983, it crossed Rs 100 crores revenue mark.
On the operations front, the company was making equally dynamic strides.In 1992, it
celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity
“Eat Healthy, Thing Better” – and made its first foray into dairy products market. In 1999,
the “Britannia Khao, World Cup Jao” promotion further fortified the affinity consumers had
with brand Britannia.
Britannia strode into the 21st century as one of India’s biggest brands and the preeminent
food brand of the country. It was equally recognised for its innovative approach to products
and marketing :the Lagaan match was voted India’s most successful promotional activity of
the year 2001 while the delicious Britannia 5050 MaskaChaska became Insia’s most
successful product launch.In 2002, Britannia’s new business division formed a joint venture
with Fonterra, the wold’s second largest Dairy Company, and Britannia New Zealand Foods
Pvt. Ltd. Was born. In recognition of it vision and accelerating graph. Forbes Global rated
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Britannia ‘One amongst the Top 200 Small Companies of the World’ and The Economic
Times pegged Britannia India’s 2nd most Trusted Brand.
Today, more than a century after those tentative first steps, Britannia’s fairy tale is not only
going strong but blazing new standards, and that miniscule initial investment has grown by
leaps and bounds to crores of rupees in wealth for Britannia’s shareholders. The company’s
offerings are spread across the spectrum with products ranging from the healthy and
economical Tiger biscuits to the more lifestyleoriented Milkman Cheese. Having succeeded
in garnering the trust of almost onethird of India’s one billion population and a strong
management at the helm means Britannia will continue to dream big on its path of innovation
and quality.And millions of consumers will savour the results, happily ever after
THE MARKET ENVIRONMENT
Business Sector And Geographical Market.
Britannia Industries Limited is a public food industry, with its headquarters located in
Banglore, wellknown for its Britannia and Tiger biscuits. It now has around 300 stores
spread, owned by Danone and Kalabakan Investments in India. As we know, they deal in
Biscuits, Rusk, Diary products, Bread and Cakes.
The company, in 2007 formed a Joint Venture with Khimji Ramdas Group to expand and sell
biscuits to the Middle East countries, as it’s the most respected business and the key district
players in selling biscuits. It now provides a large range of commodities under the brand
‘Nutro’, which is the primary brand name in Middle East.
PEST Analysis
Political Factors
 The Food regulations were put into practice at the State & Central level.
 Severe TAX rules had been started.
 Several other Government Regulations were put into action.
Economic Factors
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 The Gross Domestic Products started rising at 89%
 A raise in the disposable returns took place.
 Rupee Appreciation was a great concern.
Social Factors
 70% inhabitants are lower than 35 years of age.
 Good knowledge among the individuals of various things.
Technological Factors
 Process improvement and Product Innovation played a great role.
 Innovative techniques were thought to be adopted.
Swot Analysis
Strengths
 Britannia has a seamless distribution network and its spread across all age groups
 Britannia has variety of products like little hearts, 5050 Chakkar and Nice Time etc
etc
 Brand is endorsed by big celebrities like Sachin Tendulkar, Aamir Khan etc
 There are different types of packaging which is available for different types of
products.
Weakness
 There are multiple players in market
 There is a competition from players like Parle and Nestle on ths basis of Price factor
and distribution.
 High investment is required.
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Opportunities
 People want to try new products and new variants so Britannia can launch new variety
of products
 As consumers are becoming more health conscious products like Nutri Choice have
good chance to flourish in market.
Threats
 Resources not used efficiently.
 Changing consumer demands.
 New Government laws and regulations
Market Share and Sales and Profit Trend
Estimated market share of Britannia is 38%. In starting years of the company they received
sales at a yearly rate of 16% in market and operational proceeds were nearly 18%. Currently
it has rose to 27%, as Britannia annual revenue of Rs 2200 crore only from biscuits & 10% is
contributed by dairy products. Britannias annual capacity of 433,000 tonnes of biscuits with
sale while export accounts to $150.75 million. Britannia holds a dominant position related to
pricing strategies, distribution channels and variety of products. They launch new products to
satisfy the consumers needs giving them an option to choose which in turn benefit the
company by having more potential for growth.
Sales and Marketing
Dairy Section
 As dairy products have a short life so more attention is to be paid towards them
regarding their maintenance.
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 Britannia has a concept of blue wall which gives more visibility to its products.
 Concept of FIFO is used in maintaining the products in the self.
Biscuits section
 KING (Good Day, Bourbon, Nutri Choice)
60% of the business comes from the king products.
 QUEEN (last month was Good Day)
It is the focus brand, on which attention is to be paid by the sales and marketing team.
 2D (Little Hearts, Cakes, Croissant)
These include differential products.
 SOS (Share of Shelf)
Britannia maintains an SOS of 45% in national chains and 50% in standalone chains
because of their market share.
If 100rs worth biscuit is sold in the store, Britannia tries that 45rs worth biscuit should be
of Britannia.
SOS is calculated by Britannia’s number of facing/total number of facing.
There are two types of chains in modern trade:
Direct Chain
The goods go directly from the company depot to the (hypermarkets or supermarkets or
standalones) stores DC.
In this format if there is any demand of the product in the store it will be sent from there
DC depending on the availability.
Indirect Chain
In this format the company sends the goods to the distributor who in turn sells it to the
stores.
Distributor has a fixed margin of 5%.
If there is any expiry or loss of products the distributor will have to deal with it and in
return will get a claim from the company.
Distributor becomes the mediator between the company and the stores.
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Some other facts
 Minimum of 24 packets should be available in a store of 1 SKU.
 Hypermarkets and platinum stores should maintain at least 8090 SKU’s.
 TOT of 5% is given by the company to its platinum stores.
It is not given to every store in the market, a new store has to evaluated for 3 months and
its consistency has to checked before giving TOT.
 Various shelf spaces are also purchased by the companies in order to outstand its
products from the competitors.
Like FSU, Endcap, Bin etc
 A sales person is kept by the distributors to take orders from the stores and company
also gives incentives to that sales person.
 If biscuits worth 100rs is given to a store, the company tries that 1012 of the products
should be of innovative products (treat star, wafer, layer cake, croissant)
 A tracker is generated every month according to which the stores are told that these
targets have to achieved in order to get the schemes.
 ECO should be done by every salesman within the first 10 days for every store he is
handling.
Dairy business of Britannia
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In dairy, Britannia has a Rs 500crore business that is waiting to be revved up. The company
has now set up a strong back end which helps in proper procurement and processing of milk.
But what is creating a bit of hesitancy is the front end i.e. What are the big categories that it
can take to market?, Does the company have the expertise and the ability? and will they have
a pipeline of products that they can launch for the next five years?. Britannia has to move
fast as the global dairy majors are already here: Lactalis, Danone, Kraft, Bongrain are all
looking for a slice of the Indian market. And, then, of course, there’s Amul.
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Britannia now is the number two player in dairy, even though Amul is several times its size.
In cheese slices, Britannia actually sells at a 25 per cent premium to Amul. But, its renewed
dairy foray won’t go wide and will be more urban as it’s a delicate product and will be
distributed to 1.5 lakh outlets at the most. Firstly Britannia is paying more focus on cheese in
various variants and secondly it will be paying attention on its milkbased drinks.
 Britannia seeks dairy venture partner; to foray into valueadded segments
Britannia Industries is looking to enter into a joint venture (JV) with a global player, to
expand its presence in the dairy segment. At present, dairy is a Rs 4,000 million business for
the food major.
Within diary, Britannia’s focus has been the cheese segment, which includes products like
cheese slices, cheese cubes and blocks that have a longer shelf life. With this joint venture,
the company is looking to take complete control of the entire process — from collection of
fresh milk to processing and then to introduction of valueadded products such as cheese
deserts, cheese rolls and lollypops.
There is fierce competition in the dairy segment, with existing companies like Nestle, Amul,
Mother Dairy and Danone, and new players like Patanjali, CocaCola and ITC jostling for
space.
However, Britannia does not want to get into the commodity market, which includes fresh
milk and where the competition is more, and instead focus on the premium segment, where
there are hardly any international players.
If the company is getting into valueadded categories, then it’s not that fierce. If it thinks
about it, there are not many international players because it’s a protected business. If
Britannia is able to produce international quality products with the right kind of taste, then the
opportunities are huge.
Britannia holds a majority stake in the JV with Chipita. Together, both companies will infuse
around Rs 1,000 million in the venture. The JV will focus on macro snacking categories,
including croissant, rolls and other dough products.
 The Ranjangaon plant
To make the dairy segment more effective, Britannia has started collecting fresh milk on a
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pilot basis in Maharashtra. It will go full scale once the proposed food park at Ranjangaon in
Pune is operational. It has a fully integrated dairy business, starting from sourcing the milk to
processing & is sourcing milk from almost 25,000 farmers.
The Ranjangaon plant is spread across 150 acres and is fully integrated. It has a in house
dairy processing unit and plant for dairy based products, apart from units catering to the JV
with Chipita and other segments such as biscuits, rusk, flour mill and warehouse. The plant
will be entirely ready by 2019 end.
The company is also focussing on increasing its distribution footprint. Britannia has been able
to reach 4.8 million outlets, which has given it a strong presence in the Hindispeaking belt
and led to profit growth in the just ended quarter. For example, in the third quarter ended
December 2017, Uttar Pradesh has, for the first time, shown a growth of close to 20 per cent.
It’s all about distribution; about taking products to more outlets and making sure they do the
merchandising. It’s not about price cut, but hard work.
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Types of Retail Formats Used by Britannia in India
In a country like India, where the population and economy are growing, the retail business
is a booming one, and there are a number of retail formats. Modern Trade is soon replacing
the traditional methods of trade and selling products to big houses while General trade is
basic retailing. Britannia has spread its reach to various kinds of retail stores:
 Momandpop Stores
Britannia sells its products through these small familyowned businesses, which sell a small
collection of goods to the customers. These stores are run individually and cater to small
sections of the society. Britannia benefits from these stores because of their high standard
of customer service.
 Departmental stores
Departmental stores are general merchandisers. Britannia also offers its mid to high
quality products to the customers through these stores. General goods are sold and
customers find products at convenient places, which are generally not more than 1km away
from customer’s residence.
 Discount Stores
Discount stores are those that offer their products at a discount, that is, at a lesser rate than
the maximum retail price. Britannia gives offers on bulk purchases by tying up with
departmental stores like, Dmart, In & Out; etc. Discounts are provided on the additional
stock left over towards the end of any season. Through this strategy, Britannia attracts
discount buyers.
 Supermarkets
Britannia’s products are also available in supermarkets. These are grocery stores that sells
food and household goods. They are large, and offer a huge variety of products. Customers
head up to hypermarkets for grocery shopping wherein Britannia’s products can be
purchased in bulk if so is the demand. They provide products for reasonable prices and
variety of variants.
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 Street vendors
Street vendors, or hawkers who sell goods on the streets, are quite popular in India.
Through shouting out their wares, they draw the attention of customers. Such hawkers also
sell Britannia products and biscuits are the most popular ones among all the Britannia
products. These vendors are found in almost every city in India. One can see them mostly
near railway stations, bus stations etc. Mumbai has a number of shopping areas comprised
solely of street vendors thus; they can help in propagating Britannia’s products.
 Hypermarkets
Similar to supermarkets, hypermarkets in India are a combination of supermarket and
department store. These are large retailers that provide all kinds of groceries and general
goods. Rajmandir store in Delhi, Big Bazaar and Reliance Smart are hypermarkets that
draw enormous crowds.
Sales development of cheese in Hypermarkets
Hypermarkets is a new concept to Indian consumers. The idea of Supermarkets was
introduced, by the British colonial Government, for the access of householdgoods under one
roof. This led to the development of modern supermarket or Hypermarket. Hypermarkets
provide customer with convenience and alternatives. These shops sell different types of
essential commodities along with luxury items. Hypermarkets are mainly concentrated in
urban areas only unlike Departmental stores. Hypermarkets operating in India has a
heterogeneous mixture of large and small individual retailers. Most of these Hypermarkets
sell products that are branded. Hypermarkets of India offer products with different price
bands to reach out to more section of the society.
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SURVEY OF VARIOUS HYPERMARKETS
 BIG BAZAAR (Inderlok, Delhi)
Available SKU’s:
1. Cheese Cubes = 200gms & 600gms
2. Pizza Blocks = 200gms & 500gms (400+100)
3. Cheese Slices = 100gms, 200gms(slimz) & 476gms
4. Cheese Spreads = 2 types
5. Processed Cheese = 400gms
Total available SKU’s = 10
Competitors
 AMUL
 GO CHEESE
 D’LECTA
 MOTHER DAIRY
Visibility Study
In cheese slices out of total of 18 facings, Britannia holds 5 facings = 28% SOS.
In cheese cubes & blocks out of total of 20 facings, Britannia holds 6 facings =
30% SOS.
In cheese spreads out of a total of 18 facings, Britannia holds 5 facings = 28% SOS
Sales Analysis
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SALES
300
250
200
150
100
50
0
Chees e Sl i ce Chees e Cube Chees e Bl ock Chees e Spreads Pi zza Chees e
 BIG BAZAAR (Mahagun Mall, Ghaziabad)
Available SKU’s:
1. Cheese Cubes = 200gms & 600gms
2. Cheese Blocks = 200gms & 500gms (400+100)
3. Cheese Slices = 100gms, 200gms, 200gms(slimz), 600gms & 476gms
4. Cheese Spreads = 1 type
6. Pizza cheese = 200gms, 400gms
Competitors
 AMUL
 GO CHEESE
 D’LECTA
 MOTHER DAIRY
Visibility Study
In cheese cubes & blocks out of total of 21 facings, Britannia holds 8 facings = 38% SOS.
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 BIG BAZAAR (Logix mall, Noida)
Available SKU’s:
1. Cheese Cubes = 200gms
2. Cheese Blocks = 200gms & 500gms (400+100)
3. Cheese Slices = 100gms, 200gms(slimz), 600gms & 476gms
7. Winkin Cows= 2 types
Competitors
 AMUL
 GO CHEESE
 D’LECTA
 MOTHER DAIRY
 CAVIN’S
 HERSHEY’S
 SUNKIST
Visibility Study
In Milkshakes out of total of 43 facings, Britannia holds 22 facings = 50% SOS
 BIG BAZAAR (GIP Mall, Noida)
Available SKU’s:
1. Cheese Cubes = 200gms, 600gms
2. Cheese Blocks = 200gms & 500gms (400+100), 600gms
3. Cheese Slices = 200gms, 200gms(slimz), 600gms & 476gms
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Competitors
 AMUL
 GO CHEESE
 D’LECTA
 MOTHER DAIRY
Sales Analysis
SALES
700
600
500
400
300
200
100
0
 BIG BAZAAR (Aditya mall, Ghaziabad)
Available SKU’s:
1.Cheese Cubes = 200gms, 600gms
2.Cheese Blocks =500gms (400+100)
3.Cheese Slices = 100gms, 200gms, 600gms & 476gms
4.Cheese Spreads =3 types
5.Pizza cheese = 200gms, 400gms
6.Procesed Cheese = 400gms
7.Winkin Cows=3 types
Competitors
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 AMUL
 GO CHEESE
 D’LECTA
 MOTHER DAIRY
Visibility Study
Sales Analysis
SALES
450
400
350
300
250
200
150
100
50
0
 RELIANCE SMART (Jaipuriya, Ghaziabad)
Available SKU’s:
2.Cheese Blocks =500gms (400+100)
3.Cheese Slices = 100gms, 200gms(slimz), 600gms & 476gms
5.Processed Cheese = 400gms
7.Winkin Cows=3 types
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Competitors
 AMUL
 GO CHEESE
 D’LECTA
 MOTHER DAIRY
Visibility Study
In cheese slices out of total of 39 facings, Britannia holds 13 facings = 33.33% SOS.
Sales Analysis
Sales
700
600
500
400
300
200
100
0
 BIG BAZAAR (EDM Mall, Ghaziabad)
Available SKU’s:
2.Cheese Blocks =200gms, 500gms (400+100), 600gms
3.Cheese Slices =100gms, 200gms(slimz), 600gms & 476gms
5.Pizza cheese =400gms
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Competitors
 AMUL
 GO CHEESE
 D’LECTA
 MOTHER DAIRY
Visibility Study
In cheese spreads out of a total of 17 facings, Britannia holds 4 facings= 24% SOS
 RELIANCE SMART (Rani Bagh, Delhi)
Available SKU’s:
1.Cheese Cubes = 200gms,
2.Cheese Blocks =200gms
3.Cheese Slices = 200gms, 476gms
5.Pizza cheese = 200gms
Competitors
 AMUL
 GO CHEESE
 D’LECTA
 MOTHER DAIRY
Visibility Study
In cheese cubes & blocks out of total of 30 facings, Britannia holds 10 facings = 33.33%
SOS.
 BIG BAZAAR (Vasant Star Mall, Delhi)
Available SKU’s:
1.Cheese Cubes =200gms
2.Cheese Blocks =200gms, 500gms (400+100)
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3.Cheese Slices =100gms, 200gms, 200gms(slimz), 600gms & 476gms
6.Procesed Cheese = 400gms
Competitors
 AMUL
 GO CHEESE
 D’LECTA
 MOTHER DAIRY
Visibility Study
Sales Analysis
Sales
700
600
500
400
300
200
100
0
 BIG BAZAAR (Ambience Mall, Delhi)
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Available SKU’s:
1.Cheese Cubes =200gms
2.Cheese Blocks =500gms (400+100), 1kg
3.Cheese Slices =100gms, 200gms, 200gms(slimz), 600gms & 476gms
6.Cheddar cheese =
Competitors
 AMUL
 GO CHEESE
 D’LECTA
 MOTHER DAIRY
Visibility Study
 BIG BAZAAR (DLF Mall, Noida)
Available SKU’s:
1.Cheese Cubes = 200gms
2.Cheese Blocks = 200gms & 500gms (400+100)
3.Cheese Slices = 100gms, 200gms(slimz), 600gms & 476gms
4.Cheese Spreads = 4 types
7.Winkin Cows= 2 types
Competitors
 AMUL
 GO CHEESE
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 D’LECTA
 MOTHER DAIRY
 CAVIN’S
 HERSHEY’S
 SUNKIST
Visibility Study
Sales Analysis
SALES
700
600
500
400
300
200
100
0
COMPETITIVE ANALYSIS
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market share
Delecta; 5.69%
Mother Dairy; 9.11%
GO Cheese; 10.08%
Britannia; 32.52%
Amul; 42.60%
COMPETITORS
 AMUL
 GO CHEESE
 MOTHER DAIRY
 DELECTA
In the dairy sector Amul holds the largest market share and is the market leader, Britannia
is the market challenger and is trying hard to compete with Amul and the other players in
this segment.
In the cheese sector, Amul holds a nearly 43%45% of market share, followed by
Britannia that holds nearly 30% of the market followed by Go cheese 10% and Mother
Dairy 9%.
Britannia is new in the dairy industry but is trying to use its enormous resources to get a
hold of the market.
Amul in the dairy sector is leading brand in our country but Britannia is trying to
challenge it in the cheese market rather than going for the entire dairy sector.
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SUGESSTIONS & RECOMMENDATIONS
 Britannia is the 2nd largest player in the cheese market in India, so by leveraging that it
can improve its “Share of Shelf” in various hypermarkets.
 Britannia should launch different variants in cheese such as schezwan cheese,
chocolate cheese, Green chutney etc. as the same is done by its competitors (GO
Cheese) and Britannia is losing out on that space.
 Britannia should improve its distribution network and supply chain management,
since there were times that appropriate stock levels were not maintained in the stores.
So, this can be done by regular store visits.
 Proper implementation and follow up of the Blue Wall Strategy, i.e., keeping the
same colored packaging together on the shelf so as to attract more attention towards
the product, should be followed. A person should be appointed to keep a check on it.
 Britannia should advertise more about its dairy products which it has launched
recently as there is less awareness regarding it.
 Promoters on the store are not properly trained so proper training should be given to
them before they join which will help in efficient utilization of their resources.
 Terms of trade or special discounts offered by Britannia are not properly displayed on
the stores, so proper shelf trays should be put in place so that there is a proper display
of price and discounts.
31
BIBLIOGRAPHY
 http://britannia.co.in
 https://www.ukessays.com/essays/marketing/britanniasmarketstrategyand
competitivestrategymarketingessay.php
 https://www.imarcgroup.com/cheesemarketinindia
 https://www.businesswire.com/news/home/20190227005334/en/OutlookCheese
MarketIndia20192024
 https://www.youtube.com/watch?v=D3N8Pg7gwJU
 Book = Philip Kotler

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