Raid the West

LETS GET EQUIPPED !!

Agenda
KNOWLEDGE BUILDING Understand Britannia Understand ACD Lets understand our Project SKILLS BUILDING My Role New Account Activation Module Scanning Business Opportunity Channel Partner Management

Britannia An Introduction
A Rs.4000 crore food company One of Indias fastest growing FMCGs A preferred consumer brand
More than 2000 people bite into a Britannia biscuit

every second Voted the Most trusted Food Brand by Consumer

*Survey by Brand Equity

Wide range of products and customer audience

Products range from Rs. 1 to Rs. 500/-

From Mass Brands Tiger to Premium Brands like Pure

Magic

Britannia Product Portfolio

Biscuits & Cookies

Cakes

Suji Toast

Bread

Dairy Products

Cookies & Creams

Health & Nutrition

Tea Time Products

Snack Time Products

Britannias Other Food Products

Gifting Products

Competition

Market Leader along with Britannia Strongest in the Glucose Segment with Parle G Other strong brands are Krackjack, Monaco, Hide n Seek
Gives lower quality biscuits and lower prices Has a wide portfolio of biscuits across segments Priyagold Butter Bite, Kids Creams are the popular variants

Third strongest player Strong brands Sunfeast Special, Dream Creams Offers heavy discounts

Compete on price and discounts only Quality and Brand Name is not comparable to Britannia

LOCAL PLAYERS

Sales Team Structure

Business Development Manager

Sales Officer West Region

Sales Officer East Region

Sales Officer North Region

Sales Officer South Region

TSI Mumbai 3 Pune 1 Gujarat 1 MP 1 Goa 1

TSI Kolkata - 3

TSI Delhi - 2

TSI Chennai 2 Bangalore 1 Hyderabad - 1

Britannia Sales System

Britannia Depot 1 Depot for the whole city Britannia Distributor 57 distributors for the whole city Britannia Customer 1000s of customers per city

What Does a Britannia Distributor Do for The Customer? Take the order from customer every week Supply the product at the door step of the customer every week Offer rates lower than MRP Provide an electronic bill to the customer Collect the payment from the customer Introduce new products and varieties Manage all product requirements / issues for the customer

DEFINING THE BIL OOH BUSINESS

CONSUMPTION SPACE
At Works MRP Kiosk Canteen Education Travel Tourism Leisure & Entertainment Health & Wellness

CONSUMPTION FORMAT

Food Court Institutions Caterers Restaurants / Eateries Chains Hawkers Vending Machines Transit Cluster

Understand Pricing
Sample Brands SKU MRP Retail margin Channel Partner

12%

12%

12%

12%

Price to retail =

MRP x 100 (100+Margin)

Price to stockist =

Price to retail x 100 (100+Margin)

Pricing
Exercise : Calculate price to retail and sub stockist
Price to stockist MRP Retailer margin Price to retail Channel Partner

Rs.5

@10%

5%

Rs.10

@11%

5%

Rs.13

@10%

5%

Rs.15

@12%

5%

Rs.22

@10%

5%

My Role
What is my role as an intern in Britannia in ACD ? As an Intern, my job is business development Territory development Sub Channel development Account activation Development of Account through account building blocks It is to learn the nuances of the trade

It is to give timely feedback

Activating Britannia in the West

TASK Place Britannia range in ACD Accounts

Process

Each individual will be given an allocated route / town / area Do an territory potential by visiting all the Accounts in that area Each potential Ac will be pre attached to a Britannia Distributor Approach the Ac and ask to meet the owner / manager (Decision maker) Talk to the Decision maker and explain Britannias product portfolio Give them the Introductory Offer Talk to CP and finalise credit norms Take SKU wise order from the caterer Take contact details of owner / manager Ensure supplies to happen from respective CP points Every converted college to become a part of CPs route plan and weekly order to be taken post activation

Account Building Blocks

Promotions

FIFO
Appearance Space Location Range Service Distribution

Distribution
Distribution is adding new customers.
It is the key to long term growth and competitive advantage.
Becoming established in as many outlets as possible, keeps competitors from entering your territory.

Prevents you from becoming dependent on a few large customers.

Increases the productivity of the market.

Service
Service is the level of commitment towards our customers & consumers

Service is developing trust and rapport with the customer so that the implementation of the sales activity is easier. Being on time, on schedule with a friendly, helpful and professional approach will give you a significant advantage over your competitors

Range
Range is the no. of sku we have been able to make available in the account
Range is the variety of brands, flavors and sizes of our products sold in the

account
Variety is one key to consumer satisfaction and repeat purchase Half of the consumers buy a different variety on successive visits to the account Introduction of new brands, flavors and sizes helps you convince the account that

you need more space

`

Location
Location is the place where we are present in the outlet.
Location is our display position compared to other company's position and to the high traffic area of the account

Key locations vary depending on the size and layout of the account

Space
Space is the amount of display space occupied by our products in the account.

Biscuits in ACD are an impulse purchase item. The more space our

products have, the greater the sales will be.

Appearance
Appearance is the way we are present in the account
Appearance is the merchandising pattern and standards for package presentation on our displays.
An appealing , familiar look drives impulse buying. All products should be clean , have an unobstructed view and be placed in a dominating way.

FIFO
FIFO is the manner in which we are offering our products to the consumer
Freshness and quality refers to proper rotation and handling of products to ensure fresh, unbroken biscuits for the consumer.

This is one of the key attributes that consumers look for in food products.

Promotion
Promotion is the different ways we are generating demand
Level of participation by the customer in marketing events
The 3 components of promotion, special display, schemes and POS advertising combined together greatly multiply normal sales volume.

Schemes should be utilized for creating better visibility

Visibility elements, banners are silent salesmen working at the outlet in your absence

Key Learning Points

8 Building Blocks Role of Each player in the team

For discussion purposes only

TERRITORY MAPPING Hardware Present Customer name A 2 Z CATERING SERVICE AGGARWAL CATERERS AHUJA RESIDENCY AMERICAN EXPRESS (I) PVT. LTD. ANUBHAV ENTERPRISES ASTIRINC INC BHALLA & SONS CAFE ZEAL & ZEST COFFEEDAY EXPRESS COMPETENT SYSTEM RESOURCES COOK HOUSE EMAAR MGF LTD eOFFICEPLANET INDIA PVT LTD EVERGREEN ENT. LTD FOODWORLD HOSPITALITY (P) LTD. FRIENDS VENDING SERVICES GOOGLES INDIA INDIA PVT LTD GULMOHAR HOSPITALITY GUPTA CANTEEN SERVICES PVT LTD HDB CATERING SERVICES HERO HONDA MOTORS LTD Channel At Works At Works Fresh Potential Other Brands Stocked Snacks sold BIL 513000 Pepsi; Lays; Nestle Y Y 534000 Priyagold; Coke; Lays; ITC Y Y 3000 753000 Y Y 439000 Y Y 63000 Pepsi; Lays; Nestle 517000 Y N 67000 Pepsi; Lays; Nestle 4000 106000 Pepsi; Lays; Nestle 121000 35000 95000 63000 687000 Pepsi; Lays; Nestle Y Y 123000 61000 155000 70000 93000 Pepsi; Lays; Nestle 29000 Others Lays; Coke Bingo; Pepsi Bingo: Pepsi Lays; Pepsi Lays, Bingo, Pepsi

Lays, Bingo, Pepsi and Coke

Exercise
You have already calculated the Business Potential in

an account. Now what is the territory potential.

Is territory potential the sum of all the individual

account potential? Why or why not?

Let us discuss it

For discussion purposes only

Summary
Territory potential is greater than the sum of

individual account potential.

Why? And How?

For discussion purposes only

Territory Potential
We do not cover all the Accounts Potential itself is a function of the Promotions that we

run in an outlet.
The other elements influence our share; Promotions

increases the potential also.

For discussion purposes only

Determining Territory Potential

Step I Identify Focus Channels At Work/

Education/ Travel and Tourism Step II Map the complete territory; Estimate Impact of Promotions on the Account (We are aware of promotions for the next quarter); Step III Add up to define territory potential

Let us discuss, how we can map the territory? What

will be the source of data for the same?

For discussion purposes only

Source of Data
Published Manuals Google Maps/ Other printed maps .. .

For discussion purposes only

Process for Activating a New Town

Map Town Potential

Identify & Appoint CP

Resource RSA

Kick Start Account Activation along with RSA

Ensure service for at least 6 weeks

Create base of business up to recommended value

Role and Responsibility - CP

Achieve the Value Objective Distribution and Display Managing the team Infrastructure Hardware Management Pioneering New Opportunities Participating in the JBP Customer Wiring Market Information Executing Promotions in the marketplace Recruitment of RSAs
For discussion purposes only

Role and Responsibility CP - ACD

Achieve the Value Objective through Targeted
Distribution and

Display of BIL products using the planned Hardware in each outlet.

Distribution and Display

Prepare a list of all potential ACD outlets in the allocated geography Classify them as

Travel and Tourism At Works Education

Alongwith the TSI prepare a coverage plan for all the targeted outlets Ensure availability of all the relevant SKUs in each and every outlet through

the RSAs Adherence of RSA to the Beat Plan Ensure right utilization of POS in the market

For discussion purposes only

Role and Responsibility CP - ACD

Managing the team Adherence of RSA to the Route Plan Alongwith the TSI set objectives for the RSA Work jointly with the RSA in the market Review RSA performance Infrastructure Provide the agreed infrastructure to service the market Hardware Management Placement of right hardware in all outlets. Training the DA to charge the Hardware Auditing Hardware in the market Pioneering New Opportunities Identifying New Opportunities in the market Seeking inputs and support needed (if any) to tap the opportunities Executing Plans Customer Wiring Contact the top 20% customers at least once a month

For discussion purposes only

Role and Responsibility CP - ACD

Participating in the JBP Jointly preparing and aligning the JBP with the TSI Adhering to all points agreed in the JBP Market Information Reporting Gather information Executing Promotions in the marketplace Proposing Promotions Executing Promotions as per plan Recruitment of RSAs Basis the recommended profile
For discussion purposes only

Providing Infrastructure & Investment

Godown as per Britannia Industries Limited norms
Providing One Delivery Vehicle ( Vikram -26-30 Cartons at a time ) for

50 -75 A/C or Rs.8.0 - 10.00 Lacs Sec.Sales ( The same is indicative only &
may vary on the size of A/C , No. of Bills cut , Delivery Vehicle & Geography covered )

For 100 A/cs with an average business of 12 Lacs One Tata

The Unit will have driver & delivery Boy RSA appointment as per agreed profile & final approval of TSI. PC with Udaan Software. Manpower who knows how to operate the

software and hub daily. CP himself can do the same.

Providing Infrastructure & Investment

One week investment in the stock Market Credit Avg .15 -30 Days as per local market

conditions
Telephone & Internet Connection

Maintenance of Infrastructure & Investment

25 Days Servicing in the month.

Servicing Customers as per recommended coverage design; Ensuring

recommended ECO.
Ensuring Availability of RSA Mandays; RSA Productivity as per norms Maintain Investment norms in the stocks & in the market as per

company norms.

Recommended Profile of AW
Profile of AW Specializing in OOH Business of FMCG/ relevant companies as an example
FLI Pepsi Coke Bingo / Haldirams

Nestle
Water distribution etc

Organized business approach Openness to working with Higher Credit Willingness to meet and service customers go to the market Is preferably not a GT AW TSI/ ASM are all GT players (which is an advantage)

Steps in CP Appointment
Need Information collection Short listing Meeting Recommendation Appointment

Steps in CP Appointment
Need New geography Information collection From the market on Service, Financial strength and Reputation. Find out who the CP for other OOH companies are e.g. Fritolays, Pepsi, Coke, Nestle etc Short listing Basis market feedback, have 2 to 3 choices, Discuss with BDM before meeting anybody. Meeting Our company, brands, growing business and margin. Use CP prospecting presentation if need be

Recommendation Select a few and recommend to your BDM to finally meet and appoint.
Appointment Proceed with the right choice DO NOT HURRY UP AND APPOINT A WRONG CHOICE!!! HAVE BACK UP IN EACH TOWN

Things You need to Do to Kick start a CP

Documentation Approvals SAP Code RTGS Account No First RTGS

JBP Process
Start with the end in Mind Set Goals

SWOT BIL

SWOT CP

Joint Business Strategy

Joint Action Plan

For discussion purposes only

Ways of Working
Daily Preparation
Fix route plan Carry sales tools Sales builder Order Form Hardware Sales Tool

Daily Objectives Feedback & Reporting

TARGET

Add Rs. ____ lakhs to Britannias business by ____