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Project of Britannia

Project of Britannia

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Published by Yugasha Gupta

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Categories:Types, School Work
Published by: Yugasha Gupta on Sep 01, 2010
Copyright:Attribution Non-commercial


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Marketing ManagementProject
Submitted by:
10609147 Faisal Shah10609186 Yugasha Gupta10609130 Abhishek Kumar10609182 Uday Prasad10609172 Shantanu Rana10609148 Gaurav Bhatt
Table of Contents
Executive Summary1. Company History2. Industry Structure3. Environment 4. Products5. Price6. Distribution Network 7. Promotion8. Financial Analysis9. Customer Survey Analysis10 .Appendixa. Sample Customer Questionnaireb. Sample Dealer Questionnairec. Financial Statementsd. Bibliography
 After going thick on the things, now time is to make a complete picture. While making aproduct a SKU (stock keeping unit) of the shop retailers think about the GMROI (grossmargin return on investment) and they promote the brand which provides them highest. Theyexpect return in the form of profit margin, company schemes, window display and referenceof the shop. Among these, company schemes make the difference and are the highestsources of motivation after profit margin. Retailing demands a constant push from thecompany.Marketer needs to use advertising and brand building strategies to address the discerningbuyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers can¶t help quality and price. It is only up to manufacturers todeliver what consumer wants. I need to stress on it because 58% retailers said that it isdemand why they sell Britannia. 61% agree that at retail shop it is brand popularity, whichdetermine the purchase of biscuit.There is a greater need to understand the retailer behavior. Considering them as a team,working for the company may help them to be attached to the company. There should be afeeling of belonging to the company in inner of the retailers. This can be done by settingvalues club for retailers so that they may exchange views with the company and help inunderstanding consumer behavior.

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