Business Development Model for Dairy Portfolio

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  • Topic: Milk, Processed cheese, Marketing
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Business Development Model
First Phase product/channel matrix for developing the dairy portfolio in OOH/ACD

Autumns Project Report

PGDM 2010-2012


I would like to thank Britannia Industries Limited for giving me an opportunity to intern with them. The overall experience of working at Britannia was outstanding and there was immense learning during the course of my project. I am extremely grateful to my mentor Ms. Priyadarshini Shinde, Channel Development Manager – Alternate Channels for the trust shown in my judgment & opinions. The amount of freedom and responsibility that I was given helped me back myself during the project and strive to produce tangible results. Her high expectations from me and the unwavering support extended to me motivated me to work doubly hard for the project. I am thankful to her for guiding me through every stage of the project and providing me with all the necessary resources. I would like to make a special mention to Mr. Vikas Dogra – Channel Head, Alternate Channels for always inspiring me to take the project to the next level. I am especially thankful to Mr. Jasjeet Kochar – Business Development Manager, Alternate Channels – North, for coordinating the entire project with me by giving useful business insights on market execution and business development, and allocating resources whenever required. I would like to express gratitude to the entire Britannia team at the Bangalore office & the Delhi office, including the Dairy Division, Alternate Channels, and Quality Division for making my internship a really memorable one. I would like to make a special mention to Ms. Arpita Bagchi, HR Manager, for ensuring that the internship went off smoothly. I would also like to thank Mr. Shridhar Panshikar, National Sales Director at Britannia, for critically evaluating my final presentation and giving useful insights on taking this project forward. Last but not the least; I am thankful to my faculty advisor Ms. Renuka Kamath for always sharing her opinion and giving insights on my project which helped me in putting up good results.

Executive Summary
Britannia’s Alternate Channel division was set up around six years back to cater to out of home consumption. OOH consumption has taken off in India, with consumers spending close to 15 hours of their day outside home. As a result, biscuits at touchpoints such as schools, offices, canteens, bus stand, InFlight, railways stations etc have become big business.

An entire ACD team manages the Alternate Channels across the four regions of India, headed by a Channel Head & a Channel Development Manager. This project involved development of the dairy portfolio in the OOH space. Dairy is very big in the out of home segment, especially since the dairy requirements lasts throughout the day and they are typically very high value products. This project involved business development model for the dairy portfolio in the ACD Channel, by rolling out a pilot in the North Region (Delhi-NCR market). Another immediate deliverable of the project was to manage the launch execution of Tiger Zor across India, by ensuring billing to the distributors, tackling any potential bottlenecks to invoicing, ensuring maximum point of sale material execution, sales rep training, and addressing quality issues(if any).

During the first two weeks of the project, the product was launched in South1(Bangalore Market) by carrying out aggressive sampling activities and distributor briefings. During the next six weeks, the emphasis was on building the market scoping, along with the potential for Britannia in this space, and aligning it with the sales & distribution systems prevalent in Britannia to ensure a smooth integration.

The key methodology followed in this business development Model was the use of structured interviews...
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