Case Study On Britannia

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OBJECTIVE A complete comprehensive field study to understand channel management principles and dynamics of Britannia in traditional channel and Modern Trade in Orissa region w.r.t. to Bhubaneswar and peripheral markets INTRODUCTION About Britannia:  Britannia Industries Limited is an Indian food-products corporation situated in Kolkata, India.  Founded in 1892 with an investment of Rs. 295  It sells its Britannia and Tiger brands of biscuit throughout India.  Has an estimated 38% market share.  Key People: Nusli Wadia (Chairman), Varun Berry (MD)  The company's factories have an annual capacity holding of 433,000 tonnes  The brand names of biscuits include Good day, 50 50, Treat, Pure Magic, Milk Bikis, VitaMarieGold, Tiger, Nutrichoice Junior, Thin Arrowroot, Nice, Little…show more content…
 Britannia’s dairy portfolio grew to 47% in 2000-01 and by 30% in 2001-02.  Britannia holds an equity stake in Dynamix Dairy and outsources the bulk of its dairy products from its associate.  Its main competitors are Amul (GCMMF), Nestlé India and the National Dairy Development Board (NDDB)  Number of Stores: 300 (Year:2000) Channel: A channel is a system of organizations, people, activities, information, and resources involved in moving a product or service from supplier to customer. The activities along a channel transform natural resources, raw materials, and components into a finished product that is delivered to the end customer. Components of a Channel: Distributor: An entity (person or a firm) that buys noncompeting products or product lines, warehouses them, and resells them to wholesalers or directly to the retailers. Most distributors usually also provide a range of services such as product information, estimates, technical support, after-sales services, credit to their customers
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