ONE MONTH SHORT TERM OUT BOUND PROJECT

ACTIVITY

ABOUT BRITANNIA GOOD DAY BISCUIT

DISTRIBUTION

Subject

SALES AND DISTRIBUTION MANAGEMENT

Submitted By

RAGENDHU R NAIR

KARTHIK KRSIHNA R
THEJUS G RAJ

Submitted To
Prof. ANIL KUMAR

TKM Institute of Management

 INTRODUCTION

1.1 BRITANNIA INDUSTRIES LIMITED

Britannia Industries Limited is a leading food

and beverage company based in India. The company was founded in 1892 and has a

rich history of more than 100 years. It is one of the most trusted and well-known brands

in India and has a strong presence in both urban and rural markets. The company's

portfolio includes biscuits, bread, cakes, rusk and dairy products under various brand

names.

Britannia's biscuits are a household name in India and the company has a wide range of

products catering to different segments and age groups. The company's dairy division

offers milk, cheese, butter, and ghee under the brand name "Britannia Dairy". The

company also has a strong export presence and exports its products to over 60

countries.

The company's manufacturing facilities are located in various parts of India and are

equipped with state-of-the-art technology to ensure high-quality products. Britannia is

committed to providing safe and nutritious food to its customers and has implemented

various quality and food safety systems at all its manufacturing units.

Britannia is also committed to sustainability and has implemented various initiatives to

reduce its environmental footprint. The company has also undertaken various CSR

initiatives to support the communities in which it operates.

Britannia Industries Limited is headquartered in Bengaluru, India and it is a part of

Wadia Group. The company is listed on the Bombay Stock Exchange (BSE) and the

National Stock Exchange (NSE).

1.2 BRITANNIA GOOD DAY BISCUITS

Britannia Good Day is a brand of biscuits that is manufactured and marketed by

Britannia Industries Limited, a leading food and beverage company based in India. The

brand was launched in 1984 and has since become one of the most popular biscuit

brands in India. Good Day biscuits are known for their unique taste, high quality, and

affordable price.

Good Day biscuits come in a variety of flavors such as Butter, Cashew, and Choco-

Chip to cater to different preferences of customers. The biscuits are made from high-

quality ingredients and are free from artificial colors and preservatives. The biscuits are

also fortified with essential vitamins and minerals to ensure that they are nutritious as

well as delicious.

Good Day biscuits are available in various pack sizes and are priced affordably to make

them accessible to customers from all income groups. The biscuits are also available in

different pack sizes such as small packs for on-the-go snacking and family packs for

sharing with loved ones.

The brand has a strong presence in both urban and rural markets and is available at

various retail outlets and supermarkets across the country. Good Day biscuits are also

exported to several countries, making it a global brand.

Britannia Good Day biscuits are a perfect combination of taste and nutrition. It’s a

perfect snack option for all age groups, it can be enjoyed as an evening snack with a

cup of tea or coffee, or as a midday snack to curb hunger pangs. The brand's

commitment to providing high-quality and nutritious products has helped it to become a

household name in India.

1.3 GOOD DAY PRODUCT RANGE
 Berries-Nuts

 Choco-Nuts

 New Good Day Choco Nuts

 New Good Day Choco-Chip

 Chunkies-Pack

 Pista-Badam-Cookies-small
 Good day- nuts-cookie

 Butter-Cookies

 Cashew-Cookie
1.4 DETAILS OF DISTRIBUTOR

 Name of distributor firm: Revathy food supplies Kanjaveeli P.O Kollam

 Name of Owner: Vineeth

 Name of person who is responsible to the conduct of the business: Vineeth

 Contact number: 8590594688

 Address: Revathy food supplies Kanjaveeli P.O Kollam 691602

 Products/brands handled by the distributor: Britannia [Goodday]

 Legacy / Year of starting this particular business (Better to get exact date): 2010

 Any other businesses owned: No

 Education of owner: MCom

 Education of manager: BBA

 Annual Turnover in Quantity and Value of identified product: 18,597 kg of good

day constituting to Rs. 86 lakh approximately of business for the year 2021-22

 Average YoY change in business of identified product: 15.8%

 Annual turnover in Quantity and Value of overall distribution business: 7,68,76,224

for the year 2022

 Average YoY change in business of overall distribution business: 3.95%YoY

growth the FY 2021-2022.

 Staff details

Min, Max and Min, Max

No of office Avg Education

staff Experience Qualification

Min: 6 months

5 Max: 5 years Basic degree to

Avg: 3 months MBA

No of field staff Min, Max and Min, Max

(including Avg Education

drivers) Experience Qualification

4 Min: 2 Higher

Max: 6 Secondary

Education

 Beat Plan of sales staff / drivers: Kollam

 Name of company area executive who is in charge of the distributor:

Ramesh

 Satisfaction with respect to support from area executive: highly satisfied

 Satisfaction with respect to support from company other than

area executive: highly satisfied

 Satisfaction with respect to return policy by the company:

highly satisfied

 Training provided by the company: Proper training given during

the initial stage

 Factory visit allowed to distributors by company: No

 If the company launches new products, will you be accepting

its distribution: Yes

 Any disputes/conflicts with other channels/company representatives: No

 Area of improvement from distributor side: Timely delivery

 Impact of GST in the business: No major impact

Response of retailers from different areas who is supplied by the identified
distributor

1) AJ STORES

Retailer

 Name of retail store-AJ STORES

 Name of Owner-Jayakumar A

 Name of person who is responsible to the conduct of the business-

Jayakumar A

 Name of the manager who runs the day to day business- Jayakumar A

 Contact number-8281213534

 Address- AJ Stores, Near TKM Arts College Karickode

 Legacy / Year of starting this particular business (Better to get exact date)-

2015

 Any other businesses owned -No

 Education of owner- B.A English

 Education of manager-B.A English

 Annual Turnover in Quantity and Value of identified product-2500kg

worth of everyday products-Approx. 6,00,000 rupees worth of sale

 Annual turnover in Quantity and Value of overall retail business-

10,00,000
 The best sales promotion scheme offered to retailers with respect to

identified product- Buy 1 get 1 Free

 Ideal sales promotion scheme to be offered to retailers with respect to

identified product-Buy 1 get 1 Free, Discounts

 How the sales of the product identified can be increased?

o By giving offers.

 Aware of company area executive who is in charge of the retail area?-No

 Satisfaction with respect to support from distributor?-Highly Satisfied

 Satisfaction with respect to return policy by the company/distributor?-

Highly Satisfied

 Any Training provided by the company/distributor? No

 Factory visit allowed to retailers by company? No

 If the company launches new products, will you be accepting it for sales?-

Yes

 Any disputes/conflicts with other channels/company/distributor

representatives-No

 Any good things to be shared about other channels/company/distributor

representatives-More action should be taken to improve sales

 Area of improvement from distributor side-No

 Area of improvement from company side-Expect more involvement from

company representatives

 Impact of GST in the business-No Impact

 2) Ushas Bakery

Retailer:

 Name of retail store-Ushas Bakery

 Name of Owner-Santhosh Kumar J
 Name of person who is responsible to the conduct of the business-
Santhosh Kumar A
 Name of the manager who runs the day to day business-Santhosh Kumar
 Contact number-9744260892
 Address-Ushas Bakery,Kuzhakkadu,Thevelappuram P.O,Puthoor
 Legacy / Year of starting this particular business (Better to get exact date)-
2020
 Any other businesses owned -No
 Education of owner-Degree
 Education of manager-Degree

 Annual Turnover in Quantity and Value of identified product-2000kg

worth of everyday products-Approx. 10,00,000 rupees worth of sale

 Present sales promotion scheme offered to retailers with respect to

identified product-Buy 1 Get 1 Free
 The best sales promotion scheme offered to retailers with respect to
identified product-Buy 1 Get 1 Free
 Ideal sales promotion scheme to be offered to retailers with respect to
identified product-Buy 1 Get 1 Free
 How the sales of the product identified can be increased-
Better advertisement and sales promotion
 Aware of company area executive who is in charge of the retail area?-No
 Satisfaction with respect to support from distributor?-Highly Satisfied
 Satisfaction with respect to return policy by the company/distributor?-
Highly Satisfied
 Any Training provided by the company/distributor?-No
 Factory visit allowed to retailers by company?-No
 If the company launches new products, will you be accepting it for sales?-
Yes
 Any disputes/conflicts with other channels/company/distributor
representatives-No
 Any good things to be shared about other channels/company/distributor
representatives-Competitive advantages
 Area of improvement from distributor side-No
 Area of improvement from company side-Expect more variety of products
 Impact of GST in the business-No
3)National Bakery

Retailer:

o Name of retail store: National Bakery

o Name of Owner: Noushad
o Name of person who is responsible to the conduct of the business:
Noushad
o Name of the manager who runs the day-to-day business.: Noushad
o Contact number:9496462935
o Address: National bakery, Anchalamodu, kollam pin-691601
o Legacy / Year of starting this particular business (Better to get exact date):
1992
o Any other businesses owned: no
o Education of owner: BA
o Education of manager: BA
o Annual Turnover in Quantity and Value of identified product: 1000kg, Rs
550000/-
o Present sales promotion scheme offered to retailers with respect to
identified product: Discount festive offers
o The best sales promotion scheme offered to retailers with respect to
identified product: Discounts
o Ideal sales promotion scheme to be offered to retailers with respect to
identified product: Buy one get one and offers
o Aware of company area executive who is in charge of the retail area? :no
o Satisfaction with respect to support from distributor? : Highly satisfied
o Satisfaction with respect to return policy by the company/distributor?
:Highly satisfied
o Any Training provided by the company/distributor?: No
o Factory visit allowed to retailers by company?: No
o If the company launches new products, will you be accepting it for sales?
:Yes
o Any disputes/conflicts with other channels/company/distributor
representatives: No
o Impact of GST in the business: No impact
Response of retailers from different areas who is not supplied by the
identified distributor

1) Love Sugar
 Name of retail store: Harees
 Name of Owner: Harees
 Name of person who is responsible to the conduct of the business:
Harees
 Name of the manager who runs the day to day business: Harees
 Contact number: 09995748183
 Address: Karicode, Peroor, Kottamakara, Kerala 691005
 Legacy / Year of starting this particular business (Better to get exact
date): 2012
 Any other businesses owned: No
 Education of owner: Higher Secondary
 Education of manager: Higher Secondary
 Annual Turnover in Quantity and Value of identified product: 1500 Kg of
good day 600000/-
 Annual turnover in Quantity and Value of overall retail business:
900000/-
 Present sales promotion scheme offered to retailers with respect to
identified product
 The best sales promotion scheme offered to retailers with respect to
identified product: Free samples and Discounts
 Ideal sales promotion scheme to be offered to retailers with respect to
identified product: Free samples Buy one get one
 How the sales of the product identified can be increased?
 By giving offers
 Aware of company area executive who is in charge of the retail area? No
 Satisfaction with respect to support from distributor? Highly satisfied
 Satisfaction with respect to return policy by the company/distributor?
Highly satisfied
 Any Training provided by the company/distributor? No
 Factory visit allowed to retailers by company? No
 If the company launches new products, will you be accepting it for sales?
Yes
 Any disputes/conflicts with other channels/company/distributor
representatives: No
 Any good things to be shared about other channels/company/distributor
representatives: Good support
 More Actions should be taken to improve sales: Proximity of location
 Area of improvement from distributor side: No
 Area of improvement from company side
 Expect more involvement from company representatives
 Impact of GST in the business: No impact
2) Supreme Super Market & Bakery

 Name of retail store: Supreme Super Market & Bakery

 Name of Owner: T.K Jalaluddin Musaliar
 Name of person who is responsible to the conduct of the business:
 Name of the manager who runs the day to day business:
 Contact number: +914742747172
 Address: Supreme Super Market & Bakery vikas Nagar, NH 744, Near TKM
College Peroor, kollam Kerala 691005
 Legacy / Year of starting this particular business (Better to get
exact date)1980
 Any other businesses owned: Yes
 Education of owner: BBA
 Education of manager: BBA
 Annual Turnover in Quantity and Value of identified product:2300kg,
Rs 950000/-
 Annual turnover in Quantity and Value of overall retail business:1000000/-
 Present sales promotion scheme offered to retailers with respect
to identified product: buy one get one
 The best sales promotion scheme offered to retailers with respect
to identified product: buy one get one
 Ideal sales promotion scheme to be offered to retailers with respect
to identified product: Bundle, buy 1 get 1
 How the sales of the product identified can be increased?: By giving
offers and discount, Bundle Pricing
 Aware of company area executive who is in charge of the retail area?: No
 Satisfaction with respect to support from distributor?: Highly satisfied
 Satisfaction with respect to return policy by the company/distributor?
: Highly satisfied
 Any Training provided by the company/distributor?: No
 Factory visit allowed to retailers by company?: No
 If the company launches new products, will you be accepting it for sales?
:Yes
 Any disputes/conflicts with other
channels/company/distributor representatives: No
 Area of improvement from distributor side: No
 Impact of GST in the business: No impact