This powerpoint presentation includes Britannia Industries ltd's marketing strategies for the lockdown and information on their work culture. Leadership at the organization and their communication style is highlighted in the ppt.

2. Company details
Britannia Industries Limited
 Industry – Food processing
 Incorporated in – 1918
 Headquarter – Kolkata, West Bengal, India
 Key People – Nusli Wadia (Chairman)
Varun Berry (Managing Director)
 Parent – Wadia Group
 Number of Employees - 4,535
 Motto - Core emphasis on Healthy, Fresh And Delicious Food across portfolio

3. TaglineVision
To dominate the food and
beverage market in India with
a distinctive range of “Tasty Yet
Healthy” Britannia brands.
Mission
To dominate the food and
beverage market in India
through a profitable range of
“Tasty yet Healthy” products by
making every Indian a
Britannia consumer. “We want
to be part of our consumer- at
home, out of home, a natural
part of his life”.

4. Products
Biscuits Breads
Dairy

5. Rusk Cakes
Crème Wafers Croissant

6. Global reach and Turnover
Britannia products are available
across the country in close to 5
million retail outlets and reach
over 50% of Indian homes.The
company has a presence in
more than 60 countries across
the globe.
• International footprint
includes presence in
• Middle East,North America,
• Europe,
• Africa and
• South East Asia
Source: Indiancampanies.in

7. Company Philosophy
INVITi)NG, Come home to Britannia
IGNITi)NG, Fuel the Hunger
CREATi)NG, Build enriching careers
RESPECTi)NG, Do the right Ting

8. Work culture
 Supportive and transparent Management.
 Creative and collaborative work
environment.
 Diversity & Inclusion Agenda
 Britannia for Britannians” initiative
 Britannia “Young Manager Council”
 cil”
Varun Berry (seated, left), managing director of
Britannia Industries, and Ritesh Rana (seated, right),
head-human resources.

9. Marketing strategy
Segmentation - Britannia uses a mix of demographic & psychographic
segmentation.
Targeting- Serving different customer groups accordingly, it uses
differentiated targeting strategy.
Positioning - Britannia has positioned itself as a brand caring for the consumers and
serving healthy and delicious processed foods. It uses value-
based positioning strategy.

10. Marketing Campaigns
 Celebrating the entrepreneur within every Indian homemaker
Statement by the company - The brand believes that every homemaker by virtue of being a
homemaker already possesses skill sets akin to an entrepreneur- leadership qualities, financial
acumen, and negotiation and people management skills. All she needs to truly become an
entrepreneur is to discover the talent she already has, within her.
 The curve of happiness - #KhushiyonKiZiddKaro
Delivers a timely message, an ode to the human spirit and a rally for hope in the tough times
of the pandemic.
 Britannia Milk Bikis celebrates bond with Tamil Nadu in new campaign
This film captures the magic of countless childhood friendships that Britannia Milk Bikis has
cemented over the years as the brand celebrates its 40+ years bond with the state.

11. The 80:20 rule
The plan of action during lockdown
For a quick re-start the rule was simple – 20 percent of the brands and SKUs (stock keeping
units), which contribute to 80 percent of Britannia’s revenue, were put on priority list.
This gave an instant advantage on four fronts
 Streamlined productivity
 Gave more flexibility in manufacturing capacities
 Ensured efficiencies in factories
 Bought laser-sharp focus in execution.

12. DISTRIBUTION MARKETING COST FOCUS INNOVATION DEVELOPING
ADJACENT BUSINESS
Strategy for rebound
Focus on the rural market-The strategy was to go deeper into the hinterland by taking
on rival Parle head-on.
Source: ForbesIndia

13. USP (Unique SellingProposition)
 India's very own bakery and dairy products brand that is trusted for its Quality.
 Britannia's biggest USP is their Brand Image as they are in the Indian Market
since 1891 and has a very good reputation.

14. CSR Foundation
Vision
A malnutrition free India.
Foundation’s programmes seeks to alleviate malnutrition and iron deficiency
anemia among children and adolescents in the underserved communities
 At the Anganwadi Centre level - Delivery of quality nutrition, health and early
child education services
 At the Community level - Through a behavior change led intervention, giving
knowledge and health practices for nutrition
 At the School level -Improving knowledge on food habits and inclusion of
health, hygiene and nutrition education.

15. Leaders at the Organization
Nusli Wadia - Chairman Varun Berry - MD
Manoj Balgi, VP
Procurement
Annu Gupta, VP
International Business
Sudhir Nema, Chief Quality
and Development officer
Ritesh Rana, VP HR Vinay Singh Kushwaha
Chief Supply Chain Office
N. Venkantraman
CFO
Vinay Subramanyam, VP
Marketing
Harish N Navrthan, GM
Corporate IT
Yudhishter Shringi, GM
Breads Business
Anil Kumar Varne, GM
Manufacturing adgencies

16. Learnings
1.Leadership attributes of MD, Varun Berry.
• People skills - He builds strong personal relationships and invests time and
effort to sustain them.
• He has a disarming sense of humor and can remain unruffled in the
toughest of circumstances.
2. Market Penetration Method of pricing.
3. Focusing on consumer needs to a very large extent.
4. Creating value for the society at large through the CSR activities.

17. References
 http://britannia.co.in/
 https://indiancompanies.in/britannia-industries-ltd-company-products-owner-founder/
 https://indiancompanies.in/britannia-industries-ltd-company-products-owner-founder/
 https://www.peoplematters.in/site/interstitial?return_to=%2Farticle%2Fculture%2Fredefining-the-
box-britannias-transformative-people-practices-15655
 https://www.forbesindia.com/article/real-issue/cover-story-behind-britannias-record-growth-
during-
lockdown/62129/1#:~:text=The%20rule%20was%20simple%3A%20Twenty,were%20put%20on%20p
riority%20list.&text=In%20the%20April%2DJune%20quarter,percent%20over%20a%20year%20ago.
 https://www.bloombergquint.com/business/sales-of-good-day-marie-gold-aided-britannia-during-
q1-amid-covid-19-says-varun-berry

18. Thank you
Presented by
Richa Singh
PGDM – 3015
2020