Professional Documents
Culture Documents
CHAPTER - 1
INTRODUCTION
MARKETING:
In earlier times, marketers could understand consumers through the
daily experience of selling to them. Marketing involves an exchange
transaction between the buyer and seller. In other words, it is a set of
activities to direct and facilitate the flow of goods and services from the
original producer to final consumer in the process of distribution.
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CONSUMER :
The term “customer” is typically used to refer to someone who
regularly purchases a particular store or company. Thus, a person who
shops at FOOD-WORLD or who uses Pepsodent tooth is viewed as a
customer of these firms.
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CHAPTER – 2
ABOUT BRAND
BRAND :
Branding has been around for centuries as a means to distinguish
the goods of one producer from those of another. In fact, the word brand
is derived from the Old Norse word brand, which means "to burn," as
brands were and still are the means by which owners of livestock mark
their animals to identify them. According to the American Marketing
Association (AMA), a brand is a "name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods and services of one
seller or group of sellers and to differentiate them from those of
competition."
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Definition :
An identifying symbol, words, or mark that distinguishes a product
or company from its competitors. Usually brands are registered
(trademarked) with a regulatory authority and so cannot be used freely by
other parties. For many products and companies, branding is an essential
part of marketing.
Branding:
Definition :
Entire process involved in creating a unique name and image for a
product (good or service) in the consumers' mind, through advertising
campaigns with a consistent theme. Branding aims to establish a
significant and differentiated presence in the market that attracts and
retains loyal customers.
Brand awareness :
Brand awareness is a marketing concept that refers to a consumer
knowing of a brand's existence; at aggregate (brand) level it refers to the
proportion of consumers who know of the brand.
Brand equity :
Brand equity refers to the marketing effects or outcomes that
accrue to a product with its brand name compared with those that would
accrue if the same product did not have the brand name . And, at
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Brand Strategy :
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Brand Image :
A positive brand image is created by marketing programs that link
strong, favorable and unique associations to the brand in memory. The
definition of customer-based brand equity does not distinguish between
the source of brand associations and the manner in which they are
formed; all that matters is the resulting favorability, strength and
uniqueness of brand associations. This realization has important
implications for building brand equity. Besides marketer-controlled
sources of information brand associations can also be created in a variety
of other ways: by direct experience; from information communicated
about the brand from the firm or other commercial or non partisan
sources.
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CHAPTER - 3
FMCG
FMCG Industry :
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FMCG – Evolution :
Post liberalization
Entry of MNCs
Nirma enters and changes the focus to ‘Value for Money’ in the
70’s
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FMCG SECTOR :
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SL. Companies
NO.
1. Hindustan Unilever Ltd.
3. Nestlé India
4. GCMMF (AMUL)
5. Dabur India
7. Cadbury India
8. Britannia Industries
CHAPTER – 4
ABOUT BISCUITS
HISTORY OF BISCUITS:
Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves
munching on biscuits, but do they know how biscuits began?
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The word 'Biscuit' is derived from the Latin words 'Bis' (meaning
'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is
also the generic term for cookies in Italian. Back then, biscuits were
unleavened, hard and thin wafers which, because of their low water
content, were ideal food to store. As people started to explore the globe,
biscuits became the ideal traveling food since they stayed fresh for long
periods. The seafaring age, thus, witnessed the boom of biscuits when
these were sealed in airtight containers to last for months at a time. Hard
track biscuits (earliest version of the biscotti and present-day crackers)
were part of the staple diet of English and American sailors for many
centuries. In fact, the countries which led this seafaring charge, such as
those in Western Europe, are the ones where biscuits are most popular
even today. Biscotti is said to have been a favorite of Christopher
Columbus who discovered America.
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The recipe for oval shaped cookies (that are also known as boudoir
biscuits, sponge biscuits, sponge fingers, Naples biscuits and Savoy
biscuits) has changed little in 900 years and dates back to the house of
Savoy in the 11th century France. Peter the Great of Russia seems to
have enjoyed an
Oval-shaped cookie called "lady fingers" when visiting Louis XV of France.
The macaroon - a small round cookie with crisp crust and a soft interior -
seems to have originated in an Italian monastery in 1792 during the
French Revolution.
The inspiration for fortune cookies dates back to the 12th and
13th Centuries, when Chinese soldiers slipped rice paper messages into
moon cakes to help co-ordinate their defense against Mongolian invaders.
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MOULDING: In this section we laminate the dough into sheet, which then
passes down to gauge rollers, and sheet thickness is achieved for
moulder/cutter. Here we have a cutter or moulder as per the variety
where one gets the shape and sizes of biscuits.
BAKING: This is the area where we pass these moulded wet biscuit into
baking oven. The biscuits are baked on desired temperatures. Various
type of heating are available now days as per the convenience and cost.
Different type ovens are available
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PACKING: These biscuit are then stacked and fed into packing machine
for packing Different packing material are available for packing of these
biscuit in different packs slug packs , pouch pack or family packs etc.
These packs are then put into secondary packaging like cartons to be
transported to retailers.
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CHAPTER - 5
COMPANY PROFILE
COMPANY’S BACKGROUND :
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PLANT LOCATION :
The logo consists of the company’s name and slogan, “Eat Healthy
Think Better”. The Hindi rendition is “Swastha Khao, Tan Man Jagao”. The
corporate statement “Eat Healthy Think Better” captures the Indian
concept of the unity of mind and body.
The logo has three colors red, white, and green each having its own
significance. Color Red denotes Energy and Vitality. White denotes purity.
Green stands for Nutrition and Freshness. The strike communicates
Innovation and Futuristic Power of Britannia.
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With the launch of Tiger brand, it has taken a plunge in the low-end
category, taking competition head on with Parle, which is the leader in
this segment. The company has also diversified within dairy and bakery
products to enter the butter, cheese and ghee markets. The portfolio was
expanded with the launch of butter, pure flavored milk in tetra packs and
UHT milk.
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plant will have capacity to produce over 45,000 tones of two or three
varieties of biscuit per annum. So after over seven decades of being
inseparable part of life in India, Britannia is now set to usher its customers
into a healthier and tastier future.
The story of one of India's favorite brands reads almost like a fairy
tale. Once upon a time, in 1892 to be precise, a biscuit company was
started in a nondescript house in Calcutta (now Kolkata ) with an initial
investment of Rs.295. The company we all know as Britannia today.
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BRITANNIA OVERSEAS :
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Bakers Pride :
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Britannia saw the writing on the wall. Its "Swasth Khao Tan Man
Jagao" (Eat Healthy, Think Better) re-position directly addressed this new
trend by promising the new generation a healthy and nutritious
alternative that was also delightful and tasty. Thus, the new logo was
born, encapsulating the core essence of Britannia - healthy, nutritious,
optimistic - and combining it with a delightful product range to offer
variety and choice to consumers.
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BOARD OF DIRECTORS
Chairman
Managing Director
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Vision :
To dominate the food and beverage market in India with a
distinctive range of “Tasty Yet Healthy” Britannia brands.
Mission :
To dominate the food and beverage market in India through a
profitable range of “Tasty Yet Healthy” products by making every Indian a
Britannia consumer.
Short-term Objective :
To improve image to shareholders.
To improve internal processes and controls.
To increase NSV and ROI.
Long-term Objective :
To be the lowest-cost producer in the market.
To become largest volume player in the bakery industry.
Distribution Strategy :
Production Depots
Authorized
Center Wholesalers’ Retailers
Production Authorized
Center Retailers
Wholesalers’
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Basic Strategies :
New product development
New market development
Outdoor promotion
Rural thrust
Cost management
Quality Policy :
Customer Satisfaction
Total quality management
• Continuous up gradation of technology
• Improvement in processes
• Focus to meet emerging needs of the customers
• Mutually dependent lasting relationship with co-packers, associates
and suppliers.
Environment responsibility
Development of human resources
Improving skills and knowledge
• Generating motivation to excel
• Installing a sense of pride
• Commitment towards quality
Quality Objectives :
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GLOBAL PARTNERS :
The Wadia Group of India along with Groupe Danone of France, are
equal shareholders in ABIL, UK which is a major shareholder in Britannia
Industries Limited. GROUPE DANONE is an International FMCG Major
specializing in Fresh Dairy Products, Bottled Water and Biscuits/Cereals.
One of the World leaders in the food industry, these are some of the
laurels it possesses:
Through its three core businesses (Fresh Dairy Products, Beverages and
Biscuits and Cereal Products), GROUPE DANONE is committed to
improving the lives of people around the world by providing them with
better food products, a wider variety of flavors and healthier pleasures. Its
dominant position worldwide is based on major international brands and
on its solid presence in local markets (about 70% of global sales come
from brands that are local market leaders).
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• Evian: the best selling mineral water brand, with 1.5 billion bottles
sold every year. Present in the 5 continents, in 125 countries.
• LU: the second brand worldwide, the first biscuits brand of GROUPE
DANONE, which represents almost the half of the sales for the
Biscuits and Cereal Products division. LU is mainly present in
Western Europe.
• Wahaha: the leading brand for refreshing still water (water, ready
made tea, fruit juices). The brand is one of the most popular in
China, with more than 1.5 billion liters of water sold each year. Its
name means "the child who laughs".
Financial results:
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Over the years, Tiger has become the mass-market face of Britannia
symbolizing fun and energy in both urban and rural India, and
transcending glucose biscuits.
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Tiger Creams : Was Introduced in 2002 at just Rs.5 per pack. Tiger
Cream is now available in Orange, Elaichi, Chocolate, Pineapple,
Strawberry and Butterscotch flavors, and promises to bring more fun and
more energy to children across the country.
IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has
as much IRONZOR as that in 1kg of Banana.
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• Integrity
• Team Orientation
• People Development
• Learning Orientation
• Customer Orientation
• Quality Orientation
• Entrepreneurial Spirit
• Communication
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CHAPTER - 6
BRITANIA COMPETITORS
Generally all organizations have competitors in the market. A
particular organization always comprises with other same business and
according to market share we clarify the brand of product is giving more
challenge to my product.
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CHAPTER - 7
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CHAPTER - 8
PRODUCT PROFILE
In 1996, nobody, not even retailers, could believe that glucose had
the potential to grow another national brand. But Shining’s patented
research process extracted that glucose equals takat, and takat is force or
strength.
Britannia’s Eat Healthy, Think Better positioning was then straddled as
Tiger Health Force biscuits for the glucose market. The design established
takat with a forceful Tiger wearing overalls and lunging speedily forward.
It connected to children and workers alike. The whole idea of creating the
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Parle, the market leader in the glucose segment increased the price
of its 100 gram Parle-G, glucose biscuits from Rs.4 to Rs.4.50 during mid-
July. Britannia, the value leader maintained the price of its 100-gram
glucose biscuits - Tiger brand at Rs.4 as before. Britannia being the next
leader in the segment was interested to know whether the 100-gram
Parle-G glucose biscuit customers have switched to Britannia Tiger
glucose biscuits after the price increase of 100-gram Parle-G and if so, to
what extent. A few questions needed to be answered in this regard:
This study has been undertaken to answer the above questions and
help the researcher understand 100-gram Parle-G glucose biscuit
customers brand loyalty.
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Specific objectives:
To make a through understanding of Branding & its significance in
increasing the sales of the organization.
Detail study about evolution of biscuits & its process.
Growth & future prospects of FMCG-Biscuits segment in India
economy.
To know to Britannia Company & its growth in Indian market.
General Objectives :
To Conceptual analysis the Glucose Biscuits brand strategy.
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2.Britinnia now has separate teams for general sales, modern trade,
institutions, and semi-urban and rural markets. It is building strong
Capabilities in each of these segments.
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6. Britannia has doubled its ad spending in the last three years. It is also
working to increase trade marketing visibility and, for the first time ever,
has signed on with a trade marketing agency.
According to one of director of Britannia company Mr.Mehta, Britannia
plans to increase advertising and marketing spending to 10% to 12% of
sales over the next few years from a current 7%.
CHAPTER - 9
CONCLUSION
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quality taste as that of the Parle-G brand. They pointed out that the Tiger
brand has a little lower milky taste and is a little sweeter than it should
be. Thus, the company must maintain the price and concentrate on the
brand taste to take maximum advantage of this opportunity. Also,
marketing efforts are required to make the consumers aware of the
brand’s price and make them more of nutrition-conscious so that they can
understand the ‘Glucose H-Force Biscuit’ concept.
CHAPTER - 10
BIBLIOGRAPHY
BOOKS:
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NEWS PAPERS:
HINDUSTAN TIMES
MAGAZINES:
BUSINESS INDIA
INDIA TODAY
INTERNET WEBSITES:
www.britanniaindustries.com
www.parlebiscuits.com
www.priyagold.com
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Brand Ambassadors
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PRODUCT ADVERTISMENT
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ADVERTISMENT
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