Enteg builds a robust and flexible secondary sales analytics reporting system for Britannia Industries using Business Objects.

Introduction

Britannia is a premier food product company in India. Britannia started as a small biscuit company in 1892 and has grown to become a household name. Britannia product line includes biscuits, snacks, packed milk, cheese, butter, buttermilk and yogurt. Britannia owns popular brands like:

• NutriChoice SugarOut.
• NutriChoice Digestive Biscuit.
• Treat Fruit Rollz.
• New Britannia Milk Bikis.
• Britannia Marie Gold Doubles.
• Britannia 50-50.
• Tiger.

Business situation and business challenge faced.

Britannia Industries has around 2500 authorized wholesalers that buy products from Britannia and sell them to retailers. Over 12.5 million transactions are carried out by the authorized wholesalers in a month. Britannia was looking to better utilize sales information from dealers all over India in order to harness the power of information that was resident within this huge volume of data. The work required a quantum improvement in the management of data through improved consolidation, storage, reporting, analytics, review, control and speed of operation.
The existing solution used by Britannia had several shortcomings that needed to be addressed. These included the following.

• Secondary sales reporting which was carried out using a third party application, was static whereas dynamic data was required by Britannia.
• The third part reporting was done on a month to date basis whereas the b business wanted to do it at day level
• The reporting was done on pre aggregated data. The requirement was to consider line item level data for reporting.
• Drill down was not possible at detailed level in a single report.
• Multiple reports were used to analyse the sales on different dimensions while the requirement was for a single report to analyse the secondary sales at various levels.
• Drag & Drop and Slice and Dice of information were not possible.

All these shortcomings were addressed by SAP Business Objects (BO) which was the chosen by Britannia as the solution to replace the existing third party application. Britannia chose Enteg to implement the SAP Business Objects (BO) and Business Information (BI)solutions based on Enteg’s experience and previous track record in implementing BO BI solutions.

Implementation Highlights:
Over a period of six months Enteg went about building a very robust and flexible secondary sales analytics reporting system using Business objectsSAP BO. The application transfers sales information received from dealers at an incredible speed, efficiency and control. Sales information all over India is consolidated, stored and used in reporting, analytics and review.

The application works at very high speed .It ports 1,4000,000 records read from 900 files in less than 10 minutes which is 1200 times faster than old approach used in Britannia. It is infact the first time that BO Data Federator is used in India to handle huge volumes of data which is read directly from the BI data base. The number of users for this application is 700

Specific benefits to Britannia in comparison with their earlier solution - Intellics

• Flexible reporting with multilevel drilldown
• Offline reporting - save offline reports on desktop
• Easy access to detailed information in a single report
• Multi dimensional reporting possible
• Item level reporting for better analysis
• Drag and drop facility for analysing with different combinations of characteristics
• Single report for Effective Coverage of Outlets (ECO) analysis. This was earlier done using 5 or 6 different reports.
• Channel level analysis of ECO made possible.
• Excel like functionalities possible in the reporting. e.g. Conditional formatting, filters, aggregation (sum, count, etc)
• Integration with portal for easy access - Single sign-on