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SALES ANALYSIS OF BRITANNIA ON HEART BEAT BISCUITS
SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE AWARD
Master of Business Administration (MBA)
DEGREE (SESSION 2011-2013)
SUBMITTED BY ANKIT GUPTA *Roll no.*1103270023 UNDER THE GUIDANCE OF MR.ANUBHAV SRIVASTAVA School of management ABES ENGINEERING COLLEGE GHAZIABAD
MAHAMYA TECHNICAL UNIVERSITY, NOIDA
DECLARATION I, ANKIT GUPTA hereby declare that the work which is being presented in this report entitled SALES ANALYSIS OF BRITANNIA ON HEART BEAT BISCUITS is an authentic record of my own work carried out under the super visor Mr. ANUBHAV SRIVASTAVA.
The matter embodied in this report has not been submitted by me for the award of any other degree. Date: ANKIT GUPTA MBA Department
This is to certify that the above statements made by the candidate are correct to the best of my knowledge. Prof.Rakesh Passi Head of Department Date: Mr. ANUBHAV SRIVASTAVA Designation: Asstt.prof. Department: MBA Date:
I take this opportunity to express my sincere gratitude towards Ms.VANDANA CHAUDHARY (supervisor) Mr. BHUPESH JHABRA (mentor) BRITANNIA INDUSTRIES LTDfor accepting my letter to join SALES department and allowing me to complete my training in . BRITANNIA INDUSTRIES LTD I am extremely thankful to my respectable Prof. RAKESH PASSI (HEAD OF DEPARTMENT), ABES Engineering College, Ghaziabad for allowing me to do summer training so that I could use my theoretical knowledge that I learnt in classroom into practical knowledge. I would like to express my heartfelt gratitude & thank to Mr. ANUBHAV SRIVASTAVA (Asstt. Prof.), ABES Engineering College, Ghaziabad for her proper guidance and support throughout this study.
I would like to thank each & every member of BRITANNIA INDUSTRIES LTD family for making me feel comfortable & helping me in every possible manner. I would also like to express my gratitude to every faculty member and all staff of my MBA department to provide me proper guidance from time to time to complete my “Summer Training” Project.
DATE: PLACE: MBA- 3rd SEM
1 Bibliography 56 .22 23 .28 PAGE NO: PART-II Chapter II 2.55 Chapter VI 6.1 2.34 Chapter IV 4.CONTENTS TOPICS PART-I Chapter.2 NEED OF THE STUDY 1.1 INTRODUCTION 1.3 SCOPE OF THE STUDY 1.1Descriptive work on subtopic of study 32 .26 27 .1 Data Analysis & Interpretation 35 . 51 .30 31 Chapter III 3.1 Conclusion & Suggestion.24 25 .4 OBJECTIVE OF THE STUDY 01 .I 1.2 Research Methodology LIMITATION 29 .50 Chapter V 5.
4 INTRODUCTION NEED OF THE STUDY SCOPE OF THE STUDY OBJECTIVE OF THE STUDY .2 1.Chapter-1 1.3 1.1 1.
As a result. it crossed the Rs. firmly establishing the Indianness of the firm. it celebrated its Platinum Jubilee. Four years later in 1983. In 1997. As time moved on. the "Britannia Khao. 100 crores revenue mark. 295. Indian shareholding crossed 60%. the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces. Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). In the subsequent public issue of 1978. the company unveiled its new corporate identity . World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'. the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. But. in 1892 to be precise. The company we all know as Britannia today. . with the advent of electricity. more importantly. the biscuit market continued to grow… and Britannia grew along with it.and made its first foray into the dairy products market. Britannia's business was flourishing. The following year. By 1910."Eat Healthy. Think Better" . In 1992. In 1975. a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. Britannia mechanised its operations. Britannia was acquiring a reputation for quality and value. the company was making equally dynamic strides. during the tragic World War II. it became the first company east of the Suez Canal to use imported gas ovens.INTRODUCTION The story of one of India's favourite brands reads almost like a fairy tale. On the operations front. In 1999. The beginnings might have been humble-the dreams were anything but. and in 1921. Once upon a time.
In recognition of its vision and accelerating graph.1.44 .202 in 1939 During 1944 sales ramp up by more than eight times to reach Rs. was born. 295 in Kolkata Advent of electricity sees operations mechanized Imported machinery introduced. Britannia's fairy tale is not only going strong but blazing new standards. happily ever after.27. Britannia's New Business Division formed a joint venture with Fonterra. Having succeeded in garnering the trust of almost one-third of India's one billion population and a strong management at the helm means Britannia will continue to dream big on its path of innovation and quality. The company's offerings are spread across the spectrum with products ranging from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. And millions of consumers will savour the results. Ltd. Britannia becomes the first company East of the Suez to use gas ovens Sales rise exponentially to Rs.36 crore • • • • 1939 . the world's second largest Dairy Company. Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World'. and The Economic Times pegged Britannia India's 2nd Most Trusted Brand.Britannia established with an investment of Rs. and that miniscule initial investment has grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. Today.16. In 2002. It was equally recognised for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch. MILESTONES • 1892 1910 1921 The Genesis . more than a century after those tentative first steps. and Britannia New Zealand Foods Pvt.Britannia strode into the 21st Century as one of India's biggest brands and the preeminent food brand of the country.
Ltd. (BIL) Sales cross Rs. UK and becomes an equal partner with Groupe Danone in BIL Volumes cross 1.00.new corporate identity 'Eat Healthy.100 crore The Executive Office relocated to Bangalore BIL celebrates its Platinum Jubilee Wadia Group acquires stake in ABIL. Think Better' leads to new mission: 'Make every third Indian a Britannia consumer' • • • • • • • • 1999 2000 2001 • • • • • • BIL enters the dairy products market "Britannia Khao World Cup Jao" .Britannia among Top 300 small companies BIL ranked one of India's biggest brands No. the world's second largest dairy company Britannia New Zealand Foods Pvt.a major success! Profit up by 37% Forbes Global Ranking .000 tons of biscuits Re-birth . Asiastar and . is born Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global Economic Times ranks BIL India's 2nd Most Trusted Brand • • • • Pure Magic -Winner of the Worldstar.1975 1978 1979 1983 1989 1992 1993 1994 1997 • Britannia Biscuit Company takes over biscuit distribution from Parry's Public issue .1 food brand of the country Britannia Lagaan Match: India's most successful promotional activity of the year 2002 • • Maska Chaska: India's most successful FMCG launch BIL launches joint venture with Fonterra.Indian shareholding crosses 60% Re-christened Britannia Industries Ltd.
Tiger Ban Jao' becomes the popular chant! Britannia launched 'Greetings' range of premium assorted gift packs The new plant in Uttaranchal.000 tons of biscuits Good Day adds a new variant . Orange Cream. commissioned ahead of schedule. SAOG. Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a 70 percent beneficial stake in the Dubai-based Strategic Foods International Co. LLC and 65. 2004 2005 • • • • The launch of yet another exciting snacking option Britannia 50-50 Pepper Chakkar Britannia re-launched NutriChoice Hi-Fibre Digestive biscuits in an international large sized biscuit pack. 2007 • Britannia NutriChoice SugarOut range introduced .2003 • • • • • • Indiastar award for packaging 'Treat Duet'. and Litetime) Britannia NutriChoice 5 Grain biscuits launched - 2008 • .4% in the Oman-based Al Sallan Food Industries Co.most successful launch of the year Britannia Khao World Cup Jao rocks the consumer lives yet again Britannia accorded the status of being a 'Superbrand' Volumes cross 3.in its range Re-birth of Tiger .00.1st of its kind of biscuits to be be launched in India with "No Added Sugar" (Variants .'Swasth Khao.Chocolate Cream. 2006 • • Britannia acquires 51% stake in Bangalore-based bakery foods retailer Daily Bread.Choconut .
Launch of ActiMind marked Britannia's entry into the beverage segment and has further extended its credo of 'Eat Healthy.Biscuits with the goodness of 5 health Cereals.a delightful blend of butter and imported flavours along with sprinkling of masala in September 2010. now made even more exciting with the addition of "Sabut" Ajwain and Jeera spices. • • Wadia Group acquired stake holdings from Group Danone and becomes the single largest shareholder in BIL. Kuch Healthy Khao" • Britannia launched Iron fortified 'Tiger Banana' biscuits. 50-50 Maska Chaska was re-launched with a new masaaledar twist . Britannia is the first Bakery brand in India to remove transfats from its products. Low Fat Dahi and renovated 'MarieGold'. • Recognizing the changing global trends & health benefits of removing transfats. Britannia Launches ActiMind .A first of its kind milk based health drink for kids.Your favorite Cream Crackers. Think Better' as well!! 2009 • • Britannia NutriChoice Nature Spice Crackers launched . Think Better' to 'Drink Healthy. • • Britannia takes full control of Daily Bread. which helps improve mental sharpness. and sweetened with Natural honey. Britannia Nutrichoice promised consumers "Bhook Bhagao. BNZF became a 100 per cent Britannia subsidiary and was renamed Britannia Dairy Private Limited (BDPL). Britannia New Zealand Foods (BNZF). 'Good Day Classic Cookies'. Britannia Industries buys out New Zealand's Fonterra from existing dairy joint venture. 2010 .
The range comprised of 2 variants . These cookies are not only high on delight but also high on energy and have been created keeping in mind the needs of today's kids. • Britannia was presented the Master Brand 2010 Award by CMO Council in November 2010. a day that is world over recognized as World Diabetes Day. with the launch of Krunch Cookies in October. • Rotary Club of Chennai awarded CSR Award to Britannia in November. Pohas. Bourbon received the Most Popular Confectionery Product Preferred By Youth (Biscuit) Award. Britannia launched Britannia Healthy Start in Mumbai in January 2011. Healthy Start is a complete range of ready-to-cook breakfast mixes of Upmas.Fruit & Nut and Chocochips and at an affordable price point of just Rs 5. IMCRBNQA (Indian Merchant Chambers • • . These delightful cookies come in two exciting variants . in keeping with its track record of launching differentiated healthy snacks. Porridges and Oats that are healthy.Oats Cookies and Ragi Cookies and is available in top Indian cities. for our work in nutrition. delicious. 100% real vegetables. 2011 • Always committed to constant innovation. • Brand NutriChoice.• Tiger enters the Cookies category. Specially designed with Indian tastes in mind. pulses and nuts all in one pack. • Britannia received the Most Respected Company Award 2011 from Businessworld. launched Diabetic Friendly Essentials on 14th November. and take just 5 minutes to cook! This is the only product range in its category that combines the natural nutrition of multi-grains.
Ramakrishna Bajaj National Quality Award) conferred the Manufacturing Performance Excellence Trophy a National Quality Award for the 2010 cycle. PROFILE Largest manufacture of biscuits in India product range include breads and cakes . • Britannia further enhanced its foray into healthy milk based drinks by launching TigerZor Choco Milk & TigerZor Badam Milk in May 2011. Exporter of various kinds of products. for Britannia Corporate Office (Bangalore). (Rudrapur) and Sunandram Foods Pvt Ltd (Mangaldoi.One of the best brand. . Britannia Industries Ltd.000 out lets . Extensive all India distribution network over 600. Guwahati). These are delicious milk based beverages fortified with 5 active nutrients that help in the overall development of mind and body. BRITANNIA INDUSTRIES LTD. Britannia is the largest food processing company in Indian food processing industry. Four production units with over 4367 employees. making it among the most wide spread in the industry.
In 1924. In 1987. Delhi and Chennai. Britannia has expanded captive manufacturing facilities and has modernized and upgraded its facilities in the last five years. It has also forayed into the Dairy Business with the launch of Cheese.HISTORY OF BRITANNIA INDUSTRIES Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. Nabisco. In 1977. Grope DANONE and Nussle Wada took over Pilli’s holdings. Dairy whitener and flavored milk products. a well known European food company. thus acquiring controlling stake in Britannia. the Government reserved the industry for small scale sector. a Singapore based NRI businessman along with the Grouped DANONE acquired Asian operations of Nabisco. During the ’50s and’ 60s. Pea Freon UK acquired a controlling stake. which constrained Britannia's growth. In April ’97. which later passed on to the Associated Biscuits International (ABI) a UK based company. Butter. This led to several inefficiencies at the operating level. . Ghee. Exports of sea foods started in the ’70s. the Government dereserved the biscuit sector from small scale. acquired ABI. Britannia adopted a strategy of engaging contract packers (CP) in the small scale sector. J M Pilli. Later. Britannia expanded operations to Mumbai. In 1989.
BIL. it has taken a plunge in the low-end category. is one of the leading producer of biscuits and other bakery products. With the launch of Tiger brand. with interests mainly in textiles and petrochemicals Foods major .2-million tone Indian biscuits industry with a 60% share. Britannia has built an enviable retail distribution network which services 400.500 distributors. The company is aggressively expanding its network with a bias towards the rural markets.000 retail outlets in 2. The association with Grouped DANONE has been a good technological support to BIL. The company rationalized its products portfolio by reducing the products from 35 to around 25. It mainly caters to the premium segment.Parent Group Britannia's controlling stake is jointly with Grouped DANONE and Nussle Wada. Over the last couple of years. edible oils. cheese and ghee markets. The company is jointly controlled by Grouped DANONE of France. Britannia enjoys a prominent position in the industry. export of cashew nuts and shrimp. It acquired interest in Britannia Industries in 1989 and acquired controlling stake in 1993. The company divested a range of unrelated business interests in soybean extraction.Grouped DANONE. Grouped DANONE is one of the leading players in the world in bakery products business.Britannia Industries (BIL). taking competition head on with Parle which is the leader in this segment. the company has issued bonus shares in the ratio of 1:2.In October 1999. . The company has also diversified within dairy and bakery products to enter the butter. Nussle Wada is one of the leading industrial houses in the country. granites and software.Britannia is the market leader in the 1.200 towns with the help of 2. which is holding 22% stake and Nulls Wada group.. Grouped DANONE is one of the leading players in bakery products business. it has trimmed down its wide product portfolio and began to focus on value-added instead of low-margin products.Nusli Wada group is one of the leading industrial houses in the country. has a major advantage of the interest taken by the French collaborator .
The new range includes seven varieties of traditional nankeens like 'Bikaner kid Bhatia' and 'Rajasthani Alu Bhatia' in a price range of between Rs 5 and Rs 20. the company added two new products -. has acquired the trade mark "KWALITY". 2000. the Chef Device and several other trademarks owned by Quality Biscuits of Bangalore for a consideration of Rs 30 core. Evian.to its existing dairy-based drinks portfolio which includes the `Zip Sip' brand of flavored milk. The joint venture will be effective from 27th March 2002 and will be engaged in areas relating to sourcing/manufacturing and distribution of milk and milk products in India. The transaction is expected to be completed during the current financial year.Britannia constantly expands its product portfolio to achieve its vision of converting every third Indian into its consumer. and several other trade marks along with copyrights and designs. The company has agreed to acquire 49% equity of Snack Bisk (P) Ltd. in the ethnic food segment. The move comes close on the heels of DANONE launching its own mineral water brand. In March 2002 .Further. company has also agreed to set up a joint venture company in India with New Zealand Dairy Board/New Zealand Milk (NZ). New Zealand. Recently. the company introduced a new range of traditional `nankeens' in Mumbai called Britannia Sax. through a separate wholly-owned subsidiary. Along with the trademark 'NUTRINE' in respect of Bakery Product etc. Font Vela and Aquaria among others.Sweet Lassa and Milkman Cold Coffee -. in India. Ferrarelle Bandit. In order to appeal to the younger generation.BIL. In Dec. . It has also agreed in principle to acquire 49% equity of Quality Biscuits. The mineral water segment in India is growing at around 50% annually and is dominated by Biller and Bailley. DANONE India. Britannia dropped its plans to enter the mineral water segment. Grouped DANONE is globally the second-largest producer of mineral water in the world with brands such as Evian. In the joint venture company it is proposed that NZ and Britannia will hold 49% each of the share capital and the balance 2% will be held by business associates. The transaction is expected to be completed by end 2001. the Company entered into a joint venture with the Fonterra Cooperative Group. Volvo. BIL will be transferring its existing dairy business to the new joint venture.
0 59.905.447.0 2.0 2.602.034. PRODUCTION BREAKUP Period ended No. A large part of products are also outsourced from third party producers. Mumbai. Modern Dairy at Carnal in Haryana) and Thacker Dairy Products at Howrah in West Bengal.0 BUSINESS .092.0 2.139.Plant locations Britannia's plants are located in the 4 major metro cities . Dairy products are out sourced from three producers .0 2. Delhi and Chennai.0 5. of months Production volume (unit) Biscuits (Ton) Bread (Ton) Cake & Rusk (Ton) 03/98 12 03/99 12 03/00 12 03/01 12 49.858.657.0 62.Kolkata.0 53.282.Dynamic Dairy based in Barmaid. Maharashtra.
Bread (4.7% of turnover) Revenues from biscuit were Rs11. Dairy products contribute to 10% of Britannia’s annual turnover of Rs13. Nice. The company presently has an installed capacity of 111.2% yoyo growth.Britannia core businesses constitute of Bakery and Dairy products. against 5.3bn in FY01. Pure Magic. Coconut Crunchiest. Britannia has a 40% volume share and 48% value market share in the organized biscuit market. Thin Arrowroot.214 tons of biscuits registering a volume growth of 11% yoyo. Over the years. Good Day. enabling the company to expand its presence in the largest glucose category of the biscuit market. Nutria-Choice etc.8% if turnover) The company's diversification into dairy business has been fairly successful. a volume degrowth of 9.07bn in FY01. Sax. Britannia’s other major brands include Marie.6% of turnover) Britannia’s bread business has been gradually degrading year after year. Bourbon.7% of turnover in FY00. The company's Tiger range of glucose biscuits have been a runaway success. Bakery products account for 90% of the revenues and include Biscuits. Over 70% of biscuits sold are outsourced by the company . Milk-bikes.6% of turnover in FY01. The company sold 42450 tons of bread in FY01. It has also launched biscuits like Vita Marigold. Britannia has introduced and developed a full line of brands in all segments of the biscuit market. Production in FY01 was 59657 tons against 62034 tons in FY00. Dairy product sales were Rs1. In salty-sweet segment Parley’s Krackjack and Britannia’s Fifty-Fifty compete very closely.000 tons for biscuits. Biscuit sales in value terms registered a 13. Jim-Jam and Checkers. Biscuits (82.4% yoyo Dairy Products (9. under the health positioning.38bn. Bread and Cake & Rusk. Bread sales at Rs420mn accounted for just 4. The company has relaunched all its dairy products . The company sold 214.
. the wade group today is broadly that covers textiles. Britannia hopes to gain from the R&D support as well as access to the international product portfolio of the JV partner. Cheese. The company now mainly exports biscuits and cheese to neighboring countries like Sri Lanka and Africa Wada group profile With the 116 years at the forefront of industry in diversified in several diversified industries India. sales grew by 12% yoyo. Exports Britannia has discontinued commodity export of Soya bean. a 50% yoyo growth over 8820 tons sold in FY00. light engineering. electronic. Consistently the group of companies has become market leader in the field.. real estates. Modern Dairy in Haryana and Thacker Dairy Products in West Bengal.under the Milkman brand name. Britannia has invested Rs58. New flavors like Milkman Cold Coffee and Milkman Lassa have been launched in flavored drinks besides Milkman Chocolate Milk and Milkman Strawberry Milk. \Cake & Rusk (2% of turnover) Cake and Rusk sales were Rs271mn (2% of sales) in FY01. During FY01 the company sold 13039 tons of dairy products. In value terms.The Dairy business is proposed to be divested into a Joint Venture with the New Zealand Dairy Board’s Fonterra Cooperative. education. dairy whitener. Volume growth was 2. Britannia outsources its dairy products from Dynamic Dairy in Maharashtra. health laminates.3mn in the equity of Dynamic Dairy in FY01. Export of marine products has also declined significantly. petrochemicals. plantations foods. consultancy.6% yoyo with sales of 3082 tons. which they have entered. butter and ghee are the other products sold under the Milkman brand. chemicals.
Mumbai. Modern Education Society’s College of Engineering. Cursor Wada Instate of technology Pane. The group has come to known for its sound and prudent financial track record. despite several recession in the industry HEALTH • • • Dental Products of India ltd. Ghazi Eastern ltd.Financial Strength. making them the pick of Indian bourses. Pane. New Law College. Two of the groups Bombay Dying and Bombay Burma have Declared uninterrupted dividend for over a hundred years. Pane.G Rupert College Mumbai. Virtual Education Network. Medical Microtechonologies ltd. Building the strong fundamentals has form the basic growth of each company. CONSULTANCY ARCHITECTURE • EDUCATION • • • • • • • Neville Wada Institute of management studies& research. Pane. Nowrosjee Wada College of arts & science. Instruments orthopedist. D. .
the name! It is so different and unusual for a pack of biscuits. Little hearts comes in four different flavors.that was an intelligent piece of information!) The first thing that strikes you is of course.it may bring out the child in you.. As the name suggests. the romantic in you. or in some cases..LITTLE HEARTS It was very recently that Britannia introduced Little Hearts to India. (Okay Middy. • • • • Chocó Classic Orange Sesame . Little Hearts. these biscuits are heart shaped.
You open the pack and the one thing you cannot miss seeing in these biscuits is the fantastic finishing. It is a superb example of high tech engineering. The upper part looks more tanned and more polished. But the biscuit is not over baked. If we say that the basic mould must be browner, then the rest of the biscuit defies that theory. The swirling lines on the biscuit are very attractive. Next comes the taste. The taste is sweetish, with a tinge of saltiness. The blend is so subtle thirty that you just cannot resist drooling piece. over it. Fantastic stuff! One packet of these sugar coated biscuits is priced at Rs.10, and contains approximately
Truly, a biscuit with a difference. You will just go gaga over it!
New flavors of little hearts were introduced last years in the month of November. Due to new flavors many new customers join little hearts, which increased the sales. For
effective and better supply Britannia take decision to separate the distributors of little hearts. Distribution of some products of Britannia including little hearts, nice time, real magic was given to new distributors. Right now there are 22 distributors of little hearts in Delhi. Every distributor have at least two salesman. They make their visits according to their beat plans. In every beat they
have 45 outlets.
SWOT ANALYSIS Following SWOT analysis is based on the researcher’s observation of the market while conducting the research and project’s data analysis.
3. It do not have any close competitor. Other strength includes its popularity among children’s and peoples of all age group. OPPORTUNITIES 1. In Delhi market areas there is a lot of scope for new retail outlet activation in the retail segment like groceries stores. 3. Moreover some of the retailers reports of not getting the schemes with little hearts.1. 2. So New places such as p[petrol pumps should be discovered. 2. Weakest part of little hearts is its supply. Introduction of little hearts in four new flavors provides the consumers different tastes that can be consumed at different occasions. 2. . The major strength of Britannia’s little hearts is its uniqueness. 3. WEAKNESS 1. As little Hearts is the product of impulse purchase category and consumed while people are on picnics. Some times the distributors are not able to provide the desired flavors of little hearts. juice corners etc. In the region of Delhi there are number of shopping centers still under construction and some are to be constructed in future. Little hearts is the only product of its kind. The supply of little hearts is not good retailers report of not getting supply for two to three months.
Which makes the retailers to keep small stock of Britannia. Due to poor supply many retailers are not satisfied with the company and they are shifting to other products.THREATS 1. The replacement policy of company is not so good as compared to other companies such as Praia Gold. HIERARCHY OF POSTS AT DELHI PRODUCTION UNIT OF BRITANNIA GM . 2.
HR MANAGER SALES MANAGER FINANCE MANAGER PRODUCTION MANAGER FACTORY MANAGER STANDARD MANAGER AREA SALES MANAGER (ASM) TERITARY SALES INCHARGE (TSI) .
1. Sales analysis reports provide you with a correct breakdown of the sales figures. . Sales analysis shows the direction in which a company's sales are heading. • Analyze your sales regularly. which you can interpret to help you fix your sales and profit budgets. which help in projecting sales figures and cash flow.2 Need of the study To enable you to face oncoming challenges. innovation is important as it helps serve your customers better and more efficiently. A sales strategy not only helps in retaining old customers. Regular analysis of your sales helps you establish a regular sales pattern. but also in roping in new ones. It brings to the surface inefficiencies within the system to enable you to make suitable changes. Sales analysis • helps you have efficient control over your business. and you can easily see the direction in which your sales are headed. You can also make a comparative study with respect to your competitors.
Sales analysis is the determination of the extent to which a sales force has met its sales objectives within a specified time frame. which in turn is important for any business. Proper monitoring and sales analysis are essential for the success of any business. . Sales analysis is one of the important aspects of financial analysis.
Information searches happen within sub-seconds and there is no wastage of time in getting access to customized. Tasks That Can Be Automated When it comes to salesforce automation. Optimized Communication Since all information stored within the customer database is accessible centrally. sales effectiveness as well as marketing management all are included within the scope of customer relationship management systems. sales activities are managed end to end through electronic means. This is where state of the art sales force automation systems can assist you in upping the business automation as well as raising productivity. vital information. organizations can have access to holistic management as well as capabilities pertaining to users as well as applications. sales personnel get access to crucial updated information pertaining to pricing and customer accounts. various departments within an organization can access such information seamlessly. With access to updated and pertinent information available . information sharing and many more. opportunity reporting etc. businesses can raise not just effectiveness but also efficiency of the sales teams. 3. 4. Changing The Routine One of the highlights as well as unique features about workflow management software is that they alter the routine activities of marketing and sales such as followups with contacts.1. With robust and high quality salesforce automation systems. segments pertaining to customer management. especially if your company is a startup or small sized organization. 5. Today's business climate can be very harsh. With such small business crm systems. Proper management of sales processes is vital to staying competitive and ahead in the race. inventory management. various tasks can be automated ranging from order taking to contact management to analysis of sales forecast. Hence. By leveraging the power of a sales force automation system. lead assignment.4 Scope of the study 2. This is achieved because of the acceleration of process turnarounds and streamlining of various activities. With such robust sales database information.
6.in seconds. it becomes easier for companies to get access to critical marketing information. Nowadays. . Real Time Information Relay With small business software. With real time reporting and business intelligence incorporated into such crm systems. sales personnel need not waste time and can focus on core tasks like selling. are available at a single click. demographics as well as peak shopping times of the year etc. All reports in customer relationship management software are customizable meaning that you get access to whichever type of information you want. meaning that sales personnel can enjoy more portability of such systems. sales personnel can directly communicate with their managers in real time. Pertinent information such as order taking or details can be seamlessly transmitted to the manager sitting in his office while the sales personnel is on the go. sales force automation solutions are accessible on mobile and hand-held devices as well. Information such as customer preferences.
The main harms to the company from inconsistent sales are 1. technology. In short inconsistent sales cause wastage of manpower. raw material. 2.1.4 Objective of the study As the project was to identify the reasons for inconsistent sales of little hearts .g. If the demand is not stable then the company is not able to introduce new plans. The question arises why company need this kind of project. 3. If a retailer is not able to provide a product for one or more time then the customer do not asks again for it. funds. E. OVER OR UNDER PRODUCTION. Over production increases the investment of company in stock due to that company is not able to make optimum use financial sources. loss of customers etc. Inconsistent sale leads to over or under production. Under production is also major problem because the company is not able to satisfy the demand of the consumers. ideas and . which includes the study of consumer behavior and retailer survey.
.Flow chart of various activities performed in a sequential manner to do the project efficiently. Presentation of the results in front of the sales manager. Discussion of the Questionnaire with the sales manager. Collection of the Data and analysis. Prepared a questionnaire for consumer survey and few questions for retailer survey.
Chapter-II 2-1 2-2 RESEARCH METHODOLOGY LIMITATION OF STUDY .
picnic spots. and houses are visited. Retailer survey is carried out in whole Delhi. The retailer survey was based on simple conversation with the retailers about the problems with little hearts. For retailer survey whole Delhi was divided into four parts and data was collected equally from these parts. 8 & 12 Lakshmi nagger Prêt vicar Lappet nagger Mote bag South Extension Patchy vicar Model town 1 & 2 Shalimar garden surveyed 12 5 8 10 9 8 10 7 15 10 15 15 8 12 10 7 10 12 8 . The consumer survey of 150 consumers and 200 retailers is done.K Purim sector 5. For the consumers survey a questionnaire was prepared and data collected from various shopping malls. Whole data is primary. Number of retailers Place Mote nagger Tikal nagger Razor garden Karta nagger Karol bag Romani sector 8 Romani sector 12 Pretax pure Central market Ashok vicar R.1 Research methodology All the data presented here is collected directly from the consumers & retailers survey.2.
Mariana 9 2. • Some of the respondents were not co-operative & many seem to be having no interest. .2Limitation of the study • Findings are based on the views expressed by the consumers. • Weather conditions were not favorable. So it may suffer from biased prejudices.
• Area was specified. have the possibility of errors. • I had lack of knowledge about the product of the local market.• The study has not been intended on a very large scale. • There was the staying place hearer to local market . • Time limitations. which cannot be ruled out. It was impossible to study deeply in that short period. • The retailer knows us as people from Pepsi there by the responses could have been biased. • The time allowed for the project was very short (4 weeks). • It is extremely difficult to persuade retailer to respond to questionnaire. • The company does not provide any financial assistance.
CHAPTER-III CHAPTER-III Descriptive work on subtopic of the study .
3.1 Descriptive work on subtopic of the study • Definition Sales analysis is the process of comparing your actual sales to previously stated company objectives. It is a measurement process used by organizations to evaluate sales effectiveness and consider improvements. Identification .
what does exactly it means. gathering. Trend analysis Sales analysis is used to analyze various aspects of a company's sales.Sales analysis is used to analyze various aspects of a company's sales. The project assigned was “Sales Analysis on Britannia Heart Biscuit. monitor marketing performance and improve understanding of marketing as a process. and public to the marketer through information used to identify and define marketing opportunities and problems generate refine and evaluate marketing action. designs the method for collecting information manages and implements the data collection process analysis and communicates the findings and their implication. . customer. American Marketing Association Official definitions of marketing research “Marketing research is the specification. To understand the project properly we should know about the marketing research and about the market share i. What is marketing research and consumer behavior? Marketing research is the function that links the consumer.”. evaluate sales by product type and make determinations for bonuses and incentives. Marketing research specifies the information required to address these issues. evaluate sales by product type and make determinations for bonuses and incentives.e. It can be used to compare sales force performance against quotas. It can be used to compare sales force performance against quotas. analyzing and interpretation of information that links the organization with its market environment”.
g. includes when where and how the consumer is using the product. door-to-door or telephone advertising. and products more likely to appeal to women are shown during the daytime soap operas. repairs. use and dispose of goods. go there. That's why TV commercials advertise products more likely to appeal to consumers are shown during sports. Understanding consumers and “knowing consumers” are never simple. Consumer behavior can be also defined as the behavior that a consumer exhibits before buying the products. CONSUMER BEHAVIOUR Consumer behavior studies how individuals. The object is to get a message across and deliver a call to action that inspires the potential customer to do something: buy this. it includes the kind of search that a consumer made about the product. Sales promotions that target a specific market deliver more effective advertising per dollar. Technique of sales analysis To cut through the marketplace noise. or experiences to satisfy their needs and desires. Consumers may state their needs and wants but act otherwise. While using the product. . TV. the group of people who will be most interested in purchasing the product. services. ideas. do that. includes post sale facilities e. a sales promotion campaign might include any combination of web.Targeting Marketing One aspect of a successful sales promotion is identifying the target market. Successful sales promotions use different mediums to deliver the same message. news and action shows. print. service. informative and engaging. outdoor. Depending on budget. and after using the product. The target market is the end consumer. buy. today's sales promotions must be clever. groups and organizations select.
CHAPTER-IV CHAPTER-IV Data analysis and interpretation .
term.1 Data analysis and interpretation A Brand is a name. benefits and services to the buyers. symbol. The best brands convey a warranty of quality. A brand is essentially a seller’s promise to consistently deliver a specific set of features.4. sign. . intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. or a combination of them.
FREQUENCY OF CONSUMPTION OF LITTLE HEARTS. The sale of a product is very much influenced by the frequency of consumption of that product. 150 were found aware of little hearts. From the above analyses we can say that little hearts have good brand awareness.75% people were aware of little hearts and only 6. then the sales increase consistently with addition of new consumers.25% were not. 160 people were asked that whether they know about little hearts or not? Out of 160 people surveyed. If the frequency of consumption is regular.To study the brand awareness for little hearts. That means 93. To study the kind of consumers for little hearts whether regular or occasional survey of 150 consumers is done and following data is recorded. .
People find it expensive so it cannot be consumed regularly. 3. INFORMATION SOURCE FOR LITTLE HEARTS In biscuits industry the demand of a product very much depends on advertisement.66% and occasional consumers are 57. Reasons for higher occasional consumer purchase for little hearts are: 1.33% this causes inconsistent sales. . So here an attempt is made to find out the most effective media for little hearts. It is the only source that motivates a consumer to purchase a particular product. People avoid sweetness because of fear of health problems. 2.Regular consumers Occasional Consumers 45 % 55 % As the regular consumers of little hearts are only 42. People do not have the habit of consuming biscuits daily.
Out of 150 consumers surveyed TVADVERTISEMENTS 128 BOARDS RETAILERS FRIENDS BOTH RETAILERS BOTH TV & BOARDS TOTAL 7 5 2 TV & 5 3 CONSUMERS 150 SURVEYED .
85% consumers are motivated through TV advertisements.1% through TV & Boards. 3. whether they purchase little hearts for there family or not.TV Plays an important role in promoting little hearts. If yes then which age group demands more for little hearts.3% are through Retailers. RELATION BETWEEN DEMAND FOR LITTLE HEARTS AND CONSUMER AGE. 4. Every product has a target age group consumers and it is positioned according to that. Out of 150consumers surveyed: 76% said Yes purchase for family. So from the above analysis we can say that TV & boards are playing important role in promoting little hearts. To study the target age for Little Hearts a question was asked. and 2. 3% through both Retailers and TV ads. .6% through Boards.
PURCHASE FOR FAMILY .24% said do not purchase for family.
120 100 80 60 40 20 0 YES NO .
e.e. size. Out of 150 consumers surveyed 112 consumers i.LITTLE HEARTS AS BISCUITS OR SNACKS LIKE CHIPS? Little Hearts is a product whose packing. 56% views little hearts as biscuits & 88 consumers i. 44%views little hearts as chips. . When people were asked how they view little hearts as biscuit or chips? the following results were recorded. shape and crunchiness makes it look like chips.
44 biscuits 56 chips .
PLANED PURCHASERS IMPULSIVE PURCHASERS TOTAL 81 150 69 . what kind of purchase they make of little hearts? Following results were recorded.KIND OF PURCHASE FOR LITTLE HEARTS To study the purchase category of little heats whether planned or impulse a question was asked in the questionnaire that .
as we know products of impulse purchase category needs very heavy advertisement. .So from the above analysis we can say that little hearts is more in impulse purchase category .
. following results were recorded. When people were asked whether they have recorded any change in their consumption of little hearts by last 3-4 months or not. Only 25% consumers as per survey have recorded increase and 13% consumers has recorded decrease in the consumption of little hearts.CHANGE IN THE CONSUMPTION OF THE LITTLE HEARTS. Out of 150 consumers surveyed:No Change 93 Increased 38 Decreased 19 100 90 80 70 60 50 40 30 20 10 0 No Change Increased Decreased So we find that the majority of consumers 62%. has recorded no change consumption of little hearts.
It is up to the retailer which product he offers. RETAILERS SURVEY In biscuit industry. Now day’s consumer simply asks the retailer for a sweet or salty biscuit. so the retailer is king in biscuit industry.B. In retailer survey an attempt is made to study following issues • • • What motivates a retailer to sell little hearts? Whether retailer push energy influence the demand of little hearts or not? Problems faced by the retailers in selling little hearts? . due to Brand clutter there is very tough competition and very less product differentiation. The consumer leaves his decision on the retailer.
free samples. There are a lot of factors that a retailer seeks from the company to sell a particular product. Generally the decision of a retailer to sell a particular product is dominated by the comparison of margin with other products of that kind. MARGIN SCHEMES PROPER SUPPLY CREDIT REPLACEMENT Higher margin is the most important thigh that a retailer seeks from a company. the most common schemes are some gift items. Now a days the scheme with little hearts is a free pack of little hearts with purchase of 18 packs. For little hearts when this question was asked to the retailers. Second main thigh that motivates a retailer is the schemes with the products. but the common factors they replied were following.WHAT MOTIVATES A RETAILER TO SELL LITTLE HEARTS. Same is in case of little hearts the retailers often seeks for schemes. little hearts is providing various retailers time to time. Commonly companies use to provide various retailers schemes to attract them to sell their product. discounts on bulk purchase. . Because little hearts are hanged with chips so they are close competitor of little hearts. they suggest lot of factors. The retailers compare little hearts with both biscuits and chips.
as little hearts is in the category of impulse purchase. In case co little hearts. Small and even big retailers have some time problem in keeping stock of little hearts.Proper supply is the thigh that retailers want. As the sales of little hearts are not so good and retailers are not able to sell the stock for a longer period. Many times in case of packed food there are complaints of rat biting and brokered in which the retailer cannot be held responsible. The retailers of little hearts have to invest a huge amount in keeping four flavors of little hearts. . It is with little hearts the retailer have problems of air leakage and rat biting and they want replacement. Replacement of the products with complaints is another factor that a retailer wants from a company. Another important thing that the retailer seeks is the credit facility. so they need credit facility. it should be hanged at front and the supply should be regular.
6%) reported poor margin.4%) reported that the margin is good with little hearts and 37(18. 180 160 140 120 100 80 60 40 20 0 MARGIN IS OK MARGIN IS POOR NOTE: - .SURVEY RESULTS FOR MARGIN WITH LITTLE HEARTS Out of 200 retailers surveyed 163 (81.
.Here we can find that the majority of retailers have reported that the margin is ok or good with little hearts. According to some retailers if the demand is good for a product then its margin do not matters. So company must focus on increasing the demand.
.SURVEY RESULTS FOR SUPPLY OF LITTLE HEARTS Regarding the supply of little hearts the results are not favorable to company. The supply of little hearts is not very good .5%) has very poor supply. From retailer survey it is analyzed that. most of them are facing this problem just after the separation of distributors for little hearts from other products of Britannia. only 124 ( 62.5%) retailers has on time supply and rest 76 ( 38. 140 120 100 80 60 40 20 0 GOOD SUPPLY POOR SUPPLY NOTE The retailers who have recorded poor supply of little hearts.
The children’s are attracted towards these schemes and switch over to these products. the supply of little hearts was not proper. 3. If the advertisement is regular and frequency is high then the demand is also high. Introduction of new schemes with other products like murkier. After the separation of the distribution of little hearts from other products. The third main reason for the slow down in the demand of little hearts would be poor distribution system of little hearts. Higher impulsive and occasional purchase is also the reason for the up & downs in the sale of little hearts. The demand of little hearts depends heavily on advertisement. cheats. 4. and other chips also affect the demand of little hearts. . Due to that many retailers stop selling little hearts. 5. The retailers are getting the supply once in one or two months. ADVERTISEMENT DEPENDENT DEMAND. 1. 2. This causes instant slump in the demand of little hearts. The demand of little hearts was not so good before five to six months.REASONS RESPONSIBLE FOR INCONSISTANT SALES OF LITTLE HEARTS.
CHAPTER-V Conclusion & Suggestion .
Less quantity provided in packing Due to which sugar dropping on the product the product was not much common in the health conscious people. .1CONCLUSION & SUGGESTION According to the marketing survey & other study it was found that the “Little Hearts” product of Britannia is declined in the market due to various reasons : • • • The high cost of the product result in decrease in sale.5.
there is need to improve the distribution system of little hearts. So there is need to start some schemes for children to motivate them to purchase little hearts. Little hearts is a product mostly liked by the children of 5-18 age group as per survey. Model Town. Shalimar Garden. Ruffles is giving pock man inside the pack. Hadrian chips is giving free fun book with one pack. Some of the retailers have reported supply once in one . After the survey of 150 consumers & 200 retailers the conclusion comes out that. 3. The areas such as Tikal Nagar. Astir Nagar has very poor supply. for example with little hearts following schemes can be started:- • • One pack of little hearts free for collecting 15 packs of little hearts. Shakhty Nagar. e. So the most important thigh is to improve the supply in both small & large shops. It is noted that supply is mostly regular at shops with heavy investment and are placed at centre of good residential places. Alana bazaar. 1. Such schemes forms a habit in children to purchase a product.SUGGESTIONS The suggestions. Little Hearts has higher impulse purchase than planed so to increase in the planed purchase the frequency of advertisement should be increased.g. One golden polished locket in the shape of hearts inside the pack. such as Saba Bazaar. 2. The suppliers are ignoring small retail shops. . if adopted then the company may expect no further up and downs in the sales of little hearts and sales will definitely increase with consistency. Many retailers do not have regular supply.two months.
Now they have to invest four times in the little hearts. . 1. Due to introduction of new flavors the investment of retailers In little hearts has increased.g. Introduction in new sweet & salty flavors. 3.4. Other suggestion given by the consumers includes: Reduction in the sweetness. Number of consumers and retailers survived may be inadequate to represent the whole scenario of Delhi market.D. The quantity in the small pack for Rs 4 is less (20 gm). for e. Attractive hangers or stands should be provided to the retailers so that they can easily put the bars of little hearts out side to increase in sales by increase in impulse purchase. 5. 5.5 and the quantity should be increased by10 gm. M. The demand of little hearts is not so good . so they must be given credit period of two weeks 4.H is giving special discount on the purchase of more than Rs 500. 2. So there is need to motivate the retailer through regular retailers schemes. Retailer push energy also works in promoting the sales of little hearts. Addition of cream on little hearts. Pepsi is giving one bottle free on the purchase of one crate of 500 ml. Retailer is the king in the biscuit industry. Improvement of taste. The pack should be priced for Rs.
6. Not every retailer & consumer have positive attitude towards the survey. 8. 9. It is also possible that the respondent may answer according to what they think rather they do. 7. . The conclusions are drawn on the basis of response given by 200 retailers and 150 consumers. Some of the respondents are unwilling to answer because they feel that such surveys are of no use. There is possibility of misunderstanding their views. so the information collected may be inaccurate.
FINDINGS Factors responsible for inconsistent sale of little hearts are analyzed under the following heads. So consumer behavior plays important role in influencing the demand of a product. To study the consumer behavior for little hearts following points are studied . CONSUMER BEHAVIOR • • • • Consumer behavior is the behavior that a consumer exhibits before buying a product. Consumer survey (Study of consumer behavior). while using the product and after using the product. A. Consumer behavior is unpredictable it can be predicted if we know the eating habits of the consumers.
CHAPTER-VI BIBLIOGRAPHY .
D.bil.google. Marketing Research C. R. Research Methodology INTERNET www. Marketing Management Dr. D. .com www.6.co.in MAGAZINE Company’s Journal & Magazine. Sharma. Year 2004 Company’s Catalogues & Annual Report Year 2004.1 BIBLIOGRAPHY BOOKS Philip Kilter. Kothari.
HAVE YOU TRIED LITTLE HEARTS? (a) (b) YES NO 3. (a) (b) DO YOU CONSUME LITTLE HEARTS REGULARLY? IF NOT WHY? YES NO 4.ANNEXURE PERSONAL DETAILES Name Age Profession Address Date : Place : 1. WHICH FLAVOUR OF LITTLE HEARTS YOU LIKE MOST? . ARE YOU AWARE OF BRITANNIA’S LITTLE HEARTS? (a) (b) YES NO 2.
(a) CHOCO (b) ORANGE (C) CLASSIC (d) SESAME 5. ON WHAT OCCASIONS DO YOU LIKE TO CONSUME LITTLE HEARTS? (a) (b) (c) ___________________________________________________ ___________________________________________________ ___________________________________________________ . HOW DO YOU COME TO KNOW ABOUT LITTLE HEARTS? (a) T V ADVERTISEMENT (b) (c) (d) BOARDS RETAILERS FRIENDS 6.
(A) DO YOU PURCHASE LITTLE HEARTS FOR YOUR FAMILY? (a) (b) YES NO 10. 10. (B) IF YES THEN WHICH AGE GROUP OF YOUR FAMILY DEMANDS MORE FOR LITTLE HEARTS? (a) (b) (c) 5 – 10 10 – 18 18 – 25 . WHAT KIND OF PURCHASE DO YOU MAKE OF LITTLE HEARTS. (a) PLANNED (b) IMPULSE. HOW DO YOU VIEW LITTLE HEARTS AS? (a) (b) BISCUIT SNACK LIKE CHIPS. HOW DO YOU FEELS OF SUBSTITUTING THE CONSUMPTION OF CHIPS WITH LITTLE HEARTS? ___________________________________________________________ ___________________________________________________________ _________________________________________________________.7. 8. 9.
WHAT KIND OF COMMENTS. 14.(d) 25 – ONWARDS 11. DO YOU THINK LITTLE HEARTS DELIVERS BEST VALUE FOR YOUR MONEY? (a) (b) YES NO 12. YOUR COMMENTS AND RECOMMENDATIONS? _________________________________________________________ ________________________________________________________ QUESTIONNAIRE THE RETAILERS WHEN YOU ASK FOR LITTLE . DO YOU HAVE RECORDED ANY CHANGE IN YOUR CONSUMPTION OF LITTLE HEARTS BY THE (a) (b) (c) NO CHANGE INCREASED DECREASED LAST THREE TO FOUR MONTHS? 13. EITHER FAVORABLE OR UN FAVORABLE DO YOU RECEIVE FROM HEARTS? __________________________________________________________ __________________________________________________________ __________________________________________________________.
1. No Which biscuits product do you usually prefer or use? Parle Glucose Little Heart Marie Gold Parle Orange Other 6. Do you eat biscuits? No Which brand of biscuits do you use? Britannia Parle Maul Others 3. Yes 2. Yes 7. Are you aware of any campaign of the above brands? Yes 5. Do you think Britannia biscuits is easily available in market ? No Describe Britannia biscuits in one word? ________________________________________________ . Where do you buy biscuits from? Super stores Retail Stores Restaurants Movie Halls Others 4.
8. Your comments on little heart biscuits products? ________________________________________________ .
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