Logistics and Supply Chain Management of Britannia

Logistics and Supply Chain Management of Britannia
Introduction
globalization has widely spread

out all over the world and brought
many
benefits for international business.
Although global expansion offers
a huge number of
opportunities, it is undeniable that
there are also several
disadvantages. Among those
challenges, fierce competition is of
most concern for all business
owners. Consequently,
the effective logistics and supply
chain management that provides
the best customer
services, high quality of products
and cost-effectiveness has become
the key factor that
directly affects the survival of an
organization
globalization has widely spread
out all over the world and brought
many
benefits for international business.
Although global expansion offers
a huge number of
opportunities, it is undeniable that
there are also several
disadvantages. Among those
challenges, fierce competition is of
most concern for all business
owners. Consequently,
the effective logistics and supply
chain management that provides
the best customer
services, high quality of products
and cost-effectiveness has become
the key factor that
directly affects the survival of an
organization
In this 21st century, global economy has been the core theme to focus on where logistics
and supply chain management has become a critical element for any organizations. The
main aim of this report is to construct the ideas and extend critical understanding of
factors that drive logistics and supply chain management excellence. Furthermore, this
study will facilitate in enlightening the competitive importance of proper logistics and
supply chain management of Britannia.
Logistics and Supply Chain Management
Logistics management is a supply chain management component that is used to meet

customer demands through the planning, control and implementation of the effective
movement and storage of related information, goods and services from origin to
destination. The logistics management process begins with raw material accumulation
to the final stage of delivering goods to the destination.
Supply chain management is the management of the flow of goods and services and
includes all processes that transform raw materials into final products. It involves the
active streamlining of a business's supply-side activities to maximize customer value
and gain a competitive advantage in the marketplace.
Corporate Social Responsibility
Corporate Social Responsibility (CSR) is when a company operates in an ethical and

sustainable way and deals with its environmental and social impacts. This means a
careful consideration of human rights, the community, environment, and society in
which it operates.
CSR is closely connected to LSCM as is helps gain benefit for company as simple
changes in favour of sustainability, such as using less packaging, will help to decrease
your production costs. Likewise, it helps in increased customer engagement as if you’re
using sustainable systems, you should shout it from the rooftops. Post it on your social
media channels and create a story out of your efforts. Furthermore, you should show
your efforts to local media outlets in the hope they’ll give it some coverage. Customers
will follow this and engage with your brand and operations.
Company Profile
Britannia Industries Limited is the oldest and leading Indian food-products corporation,

established 1892. It started in an ordinary house in Kolkata with an initial investment of
Rs 295.
Today, Britannia Industries is one of India’s leading food companies with a 100 year
legacy and annual revenues in excess of Rs. 9000 Cr along with estimated market
share of 38%. Britannia is among the most trusted food brands, and manufactures
India’s favorite brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold
which are household names in India. Britannia’s product portfolio includes Biscuits,
Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and
Yoghurt. The business operates with 13 factories and 4 franchisees selling close to 1mn
loaves daily across more than 100 cities and towns of India.
Britannia products are available across the country in close to 5 million retail outlets and
reach over 50% of Indian homes. They have a presence in more than 60 countries
across the globe including North America, Europe, Africa and South East Asia and so
on. They are the market leaders in Nepal and are in the process of investing a
manufacturing facility in the country.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’.
Britannia LSCM
Britannia has 4 production or manufacturing outlets which are in Delhi, Calcutta,

Chennai, Rudrapur in Uttaranchal Gwalior, which are owned by themselves and further
employees more than 4400 people. Besides its self owned units, Britannia also uses the
facility of more than 60 contract points for biscuits, breads, cakes etc where the labor
used for manufacturing is not owned by them but the technology and raw materials are
provided by Britannia itself.
Britannia follows intensive distribution as biscuits and cakes need to reach the
consumer at their nearest locations so this type of distribution channel is issued. This
type of distribution helps customer looks for location convenience. Britannia two
different kinds of distribution networks one is for dairy products and other one is Bakery
products. Here distribution network of bakery products has been discussed. In Bakery
products Britannia applies two kind of distribution system.
a. Mass Distribution
Britannia use to produce general FMCG products which are in form of packaged food
and which need not to have very special kind of distribution strategy. Like other FMCG
companies Britannia also use mass distribution system. Since all almost all the products
of Britannia are of low price, repeat purchase items, and does not require much of effort
from customer side. So ultimately these products are sold on mass distribution basis.
b. Selective Distribution
Selective distribution is done for premium products of Britannia. There are eight SKUs,
for which Britannia uses selective distribution.
CSR of Britannia

Logistics and Supply Chain Management of Britannia

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Logistics and Supply Chain Management of Britannia

globalization has widely spread

Logistics and Supply Chain Management

Logistics management is a supply chain management component that is used to meet

Corporate Social Responsibility

Corporate Social Responsibility (CSR) is when a company operates in an ethical and

Britannia Industries Limited is the oldest and leading Indian food-products corporation,

Britannia has 4 production or manufacturing outlets which are in Delhi, Calcutta,

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