Professional Documents
Culture Documents
Sales Analysis of Britannia On Heart Beat Biscuits
Sales Analysis of Britannia On Heart Beat Biscuits
On
AFFILIATED TO
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:
ACKNOWLEDGEMENT
ANKIT GUPTA
DATE:
PLACE:
CONTENTS
TOPICS
PAGE NO:
PART-I
Chapter- I
1.1 INTRODUCTION
01 - 22
23 - 24
25 - 26
27 - 28
PART-II
Chapter II
2.1
Research Methodology
2.2
LIMITATION
29 - 30
31
Chapter III
3.1Descriptive work on subtopic of study
32 - 34
Chapter IV
4.1 Data Analysis & Interpretation
35 - 50
Chapter V
5.1 Conclusion & Suggestion.
51 - 55
Chapter VI
6.1 Bibliography
56
PART-I
CHAPTER-I
Chapter-1
1.1
INTRODUCTION
1.2
1.3
1.4
INTRODUCTION
The story of one of India's favourite 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.
The beginnings might have been humble-the dreams were anything but. By 1910, with
the advent of electricity, Britannia mechanised its operations, and in 1921, it became the
first company east of the Suez Canal to use imported gas ovens. Britannia's business was
flourishing. But, more importantly, Britannia was acquiring a reputation for quality and
value. As a result, during the tragic World War II, the Government reposed its trust in
Britannia by contracting it to supply large quantities of "service biscuits" to the armed
forces.
As time moved on, the biscuit market continued to grow and Britannia grew along with
it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from
Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue
of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm.
The following year, Britannia Biscuit Company was re-christened Britannia Industries
Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.
On the operations front, the company was making equally dynamic strides. In 1992, it
celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity
- "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In
1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity
consumers had with 'Brand Britannia'.
Britannia strode into the 21st Century as one of India's biggest brands and the preeminent food brand of the country. 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. In 2002, Britannia's New Business
Division formed a joint venture with Fonterra, the world's second largest Dairy
Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its
vision and accelerating graph, 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.
Today, more than a century after those tentative first steps, Britannia's fairy tale is not
only going strong but blazing new standards, and that miniscule initial investment has
grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. 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.
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. And millions of consumers will savour the
results, happily ever after.
MILESTONES
1892
1910
1921
1939 - 44
1975
1978
1979
1983
1989
1992
1993
1994
1997
1999
2000
2001
2002
2003
2004
2005
The launch of yet another exciting snacking option Britannia 50-50 Pepper Chakkar
2006
2007
2008
Britannia NutriChoice 5 Grain biscuits launched Biscuits with the goodness of 5 health Cereals, and
sweetened with Natural honey. Britannia Nutrichoice
promised consumers "Bhook Bhagao, Kuch Healthy Khao"
2009
spices.
2010
2011
Parent Group
Britannia's controlling stake is jointly with Grouped DANONE and Nussle Wada.
Grouped DANONE is one of the leading players in the world in bakery products
business. It acquired interest in Britannia Industries in 1989 and acquired controlling
stake in 1993..Nusli Wada group is one of the leading industrial houses in the country,
with interests mainly in textiles and petrochemicals
Britannia constantly expands its product portfolio to achieve its vision of converting
every third Indian into its consumer. In order to appeal to the younger generation, the
company added two new products -- Sweet Lassa and Milkman Cold Coffee -- to its
existing dairy-based drinks portfolio which includes the `Zip Sip' brand of flavored milk.
Recently, in the ethnic food segment, the company introduced a new range of traditional
`nankeens' in Mumbai called Britannia Sax. 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.
In Dec. 2000, Britannia dropped its plans to enter the mineral water segment. The move
comes close on the heels of DANONE launching its own mineral water brand, Evian, in
India, through a separate wholly-owned subsidiary, DANONE India. Grouped DANONE
is globally the second-largest producer of mineral water in the world with brands such as
Evian, Volvo, Ferrarelle Bandit, Font Vela and Aquaria among others. The mineral water
segment in India is growing at around 50% annually and is dominated by Biller and
Bailley.BIL, has acquired the trade mark "KWALITY", the Chef Device and several
other trademarks owned by Quality Biscuits of Bangalore for a consideration of Rs 30
core. It has also agreed in principle to acquire 49% equity of Quality Biscuits. The
transaction is expected to be completed during the current financial year. The company
has agreed to acquire 49% equity of Snack Bisk (P) Ltd. Along with the trademark
'NUTRINE' in respect of Bakery Product etc. and several other trade marks along with
copyrights and designs. The transaction is expected to be completed by end 2001.Further,
company has also agreed to set up a joint venture company in India with New Zealand
Dairy Board/New Zealand Milk (NZ). 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. In March 2002 , the Company entered into a joint venture with the
Fonterra Cooperative Group, New Zealand. BIL will be transferring its existing dairy
business to the new joint venture. 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.
Plant locations
Britannia's plants are located in the 4 major metro cities - Kolkata, Mumbai, Delhi and
Chennai. A large part of products are also outsourced from third party producers. Dairy
products are out sourced from three producers - Dynamic Dairy based in Barmaid,
Maharashtra, Modern Dairy at Carnal in Haryana) and Thacker Dairy Products at
Howrah in West Bengal.
PRODUCTION BREAKUP
Period ended
03/98
03/99
03/00
03/01
No. of months
12
12
12
12
Biscuits (Ton)
49,447.0
53,092.0
62,034.0
59,657.0
Bread (Ton)
5,602.0
2,282.0
2,858.0
2,905.0
2,139.0
BUSINESS
Britannia core businesses constitute of Bakery and Dairy products. Bakery products
account for 90% of the revenues and include Biscuits, Bread and Cake & Rusk. Dairy
products contribute to 10% of Britannias annual turnover of Rs13.38bn.
Biscuits (82.7% of turnover)
Revenues from biscuit were Rs11.07bn in FY01. The company sold 214,214 tons of
biscuits registering a volume growth of 11% yoyo. Biscuit sales in value terms registered
a 13.2% yoyo growth. Britannia has a 40% volume share and 48% value market share in
the organized biscuit market. The company presently has an installed capacity of 111,000
tons for biscuits. Production in FY01 was 59657 tons against 62034 tons in FY00. Over
70% of biscuits sold are outsourced by the company .
Over the years, Britannia has introduced and developed a full line of brands in all
segments of the biscuit market. The company's Tiger range of glucose biscuits have been
a runaway success, enabling the company to expand its presence in the largest glucose
category of the biscuit market. In salty-sweet segment Parleys Krackjack and Britannias
Fifty-Fifty compete very closely. Britannias other major brands include Marie, Thin
Arrowroot, Bourbon, Milk-bikes, Nice, Sax, Coconut Crunchiest, Pure Magic, Good Day,
Jim-Jam and Checkers. It has also launched biscuits like Vita Marigold, Nutria-Choice
etc, under the health positioning.
Bread (4.6% of turnover)
Britannias bread business has been gradually degrading year after year. Bread sales at
Rs420mn accounted for just 4.6% of turnover in FY01, against 5.7% of turnover in
FY00. The company sold 42450 tons of bread in FY01, a volume degrowth of 9.4% yoyo
Dairy Products (9.8% if turnover)
The company's diversification into dairy business has been fairly successful. Dairy
product sales were Rs1.3bn in FY01. The company has relaunched all its dairy products
under the Milkman brand name. New flavors like Milkman Cold Coffee and Milkman
Lassa have been launched in flavored drinks besides Milkman Chocolate Milk and
Milkman Strawberry Milk. Cheese, dairy whitener, butter and ghee are the other products
sold under the Milkman brand. Britannia outsources its dairy products from Dynamic
Dairy in Maharashtra, Modern Dairy in Haryana and Thacker Dairy Products in West
Bengal. During FY01 the company sold 13039 tons of dairy products, a 50% yoyo
growth over 8820 tons sold in FY00. Britannia has invested Rs58.3mn in the equity of
Dynamic Dairy in FY01..The Dairy business is proposed to be divested into a Joint
Venture with the New Zealand Dairy Boards Fonterra Cooperative. Britannia hopes to
gain from the R&D support as well as access to the international product portfolio of the
JV partner.
\Cake & Rusk (2% of turnover)
Cake and Rusk sales were Rs271mn (2% of sales) in FY01. Volume growth was 2.6%
yoyo with sales of 3082 tons. In value terms, sales grew by 12% yoyo.
Exports
Britannia has discontinued commodity export of Soya bean. Export of marine products
has also declined significantly. The company now mainly exports biscuits and cheese to
neighboring countries like Sri Lanka and Africa
Wada group profile
in
several
diversified
industries
covers
textiles,
chemicals,
Consistently the group of companies has become market leader in the field, which they
have entered.
Financial Strength.
The group has come to known for its sound and prudent financial track record.
Building the strong fundamentals has form the basic growth of each company, making
them the pick of Indian bourses.
Two of the groups Bombay Dying and Bombay Burma have Declared uninterrupted
dividend for over a hundred years, despite several recession in the industry
HEALTH
Instruments orthopedist.
CONSULTANCY ARCHITECTURE
EDUCATION
LITTLE HEARTS
It was very recently that Britannia introduced Little Hearts to India. As the name
suggests, these biscuits are heart shaped. (Okay Middy...that was an intelligent piece of
information!)
The first thing that strikes you is of course, the name! It is so different and unusual for a
pack of biscuits. Little Hearts- it may bring out the child in you, or in some cases, the
romantic in you.
Little hearts comes in four different flavors.
Choc
Classic
Orange
Sesame
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
that
you
just
cannot
resist
drooling
over
it.
Fantastic
stuff!
One packet of these sugar coated biscuits is priced at Rs.10, and contains approximately
thirty
piece.
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 researchers observation of the market while
conducting the research and projects data analysis.
STRENGTHS.
1. The major strength of Britannias little hearts is its uniqueness. Little hearts is the
only product of its kind. It do not have any close competitor.
2. Introduction of little hearts in four new flavors provides the consumers different
tastes that can be consumed at different occasions.
3. Other strength includes its popularity among childrens and peoples of all age
group.
WEAKNESS
1. Weakest part of little hearts is its supply. The supply of little hearts is not good
retailers report of not getting supply for two to three months.
2. Moreover some of the retailers reports of not getting the schemes with little
hearts.
3. Some times the distributors are not able to provide the desired flavors of little
hearts.
OPPORTUNITIES
1. In Delhi market areas there is a lot of scope for new retail outlet activation in the
retail segment like groceries stores, juice corners etc.
2. In the region of Delhi there are number of shopping centers still under
construction and some are to be constructed in future.
3. As little Hearts is the product of impulse purchase category and consumed while
people are on picnics. So New places such as p[petrol pumps should be
discovered.
THREATS
1. Due to poor supply many retailers are not satisfied with the company and they are
shifting to other products.
2. The replacement policy of company is not so good as compared to other
companies such as Praia Gold. Which makes the retailers to keep small stock of
Britannia.
GM
HR MANAGER
FINANCE
MANAGER
SALES MANAGER
PRODUCTION
MANAGER
AREA SALES
MANAGER (ASM)
TERITARY SALES
INCHARGE (TSI)
FACTORY
MANAGER
STANDARD
MANAGER
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, but also in roping in new ones. Sales analysis
helps you have efficient control over your business. It brings to the surface
inefficiencies within the system to enable you to make suitable changes. Sales
analysis reports provide you with a correct breakdown of the sales figures, which
help in projecting sales figures and cash flow.
Analyze your sales regularly, 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. Regular analysis of your sales helps you establish a regular sales
pattern, which you can interpret to help you fix your sales and profit budgets.
Sales analysis is the determination of the extent to which a sales force has met its sales
objectives within a specified time frame. Sales analysis is one of the important aspects of
financial analysis, which in turn is important for any business. Proper monitoring and
sales analysis are essential for the success of any business.
1.4
2. Today's business climate can be very harsh, especially if your company is a startup or
small sized organization. Proper management of sales processes is vital to staying
competitive and ahead in the race. This is where state of the art sales force automation
systems can assist you in upping the business automation as well as raising
productivity.
3. Tasks That Can Be Automated
When it comes to salesforce automation, various tasks can be automated ranging from
order taking to contact management to analysis of sales forecast, inventory
management, information sharing and many more. By leveraging the power of a sales
force automation system, businesses can raise not just effectiveness but also
efficiency of the sales teams. This is achieved because of the acceleration of process
turnarounds and streamlining of various activities. With such robust sales database
information, sales personnel get access to crucial updated information pertaining to
pricing and customer accounts.
4. Optimized Communication
Since all information stored within the customer database is accessible centrally,
various departments within an organization can access such information seamlessly.
Hence, segments pertaining to customer management, sales effectiveness as well as
marketing management all are included within the scope of customer relationship
management systems. Information searches happen within sub-seconds and there is
no wastage of time in getting access to customized, vital information. With such
small business crm systems, organizations can have access to holistic management as
well as capabilities pertaining to users as well as applications.
5. 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, lead assignment, opportunity reporting etc. With robust and high
quality salesforce automation systems, sales activities are managed end to end
through electronic means. With access to updated and pertinent information available
in seconds, sales personnel need not waste time and can focus on core tasks like
selling. Nowadays, sales force automation solutions are accessible on mobile and
hand-held devices as well, meaning that sales personnel can enjoy more portability of
such systems.
6. Real Time Information Relay
With small business software, 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. With real time reporting and business intelligence incorporated into such
crm systems, it becomes easier for companies to get access to critical marketing
information. Information such as customer preferences, demographics as well as peak
shopping times of the year etc. are available at a single click. All reports in customer
relationship management software are customizable meaning that you get access to
whichever type of information you want.
2. If the demand is not stable then the company is not able to introduce new
ideas and
plans.
PART-II
CHAPTER-II
Chapter-II
2-1
RESEARCH METHODOLOGY
2-2
LIMITATION OF STUDY
The consumer survey of 150 consumers and 200 retailers is done. For the consumers
survey a questionnaire was prepared and data collected from various shopping malls,
picnic spots, and houses are visited.
Retailer survey is carried out in whole Delhi. For retailer survey whole Delhi was
divided into four parts and data was collected equally from these parts. The retailer
survey was based on simple conversation with the retailers about the problems with
little hearts.
Number of retailers
Place
surveyed
Mote nagger
12
Tikal nagger
Razor garden
Karta nagger
10
Karol bag
Romani sector 8
Romani sector 12
10
Pretax pure
Central market
15
Ashok vicar
10
15
12
Lakshmi nagger
15
Prt vicar
Lappet nagger
12
Mote bag
10
South Extension
Patchy vicar
10
12
Shalimar garden
Mariana
The retailer knows us as people from Pepsi there by the responses could have
been biased.
CHAPTER-III
CHAPTER-III
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
Sales analysis is used to analyze various aspects of a company's sales. It can be used to
compare sales force performance against quotas, evaluate sales by product type and make
determinations for bonuses and incentives.
Trend analysis
Sales analysis is used to analyze various aspects of a company's sales. It can be used to
compare sales force performance against quotas, evaluate sales by product type and make
determinations for bonuses and incentives.
American Marketing
Association
Official definitions of marketing research
Marketing research is the specification, gathering, analyzing and interpretation of
information that links the organization with its market environment.
Targeting Marketing
One aspect of a successful sales promotion is identifying the target market. That's why TV
commercials advertise products more likely to appeal to consumers are shown during sports,
news and action shows, and products more likely to appeal to women are shown during the
daytime soap operas. The target market is the end consumer; the group of people who will be
most interested in purchasing the product. Sales promotions that target a specific market
deliver more effective advertising per dollar.
CONSUMER BEHAVIOUR
Consumer behavior studies how individuals, groups and organizations select, buy, use
and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.
Consumer behavior can be also defined as the behavior that a consumer exhibits before
buying the products; it includes the kind of search that a consumer made about the
product. While using the product, includes when where and how the consumer is using
the product. and after using the product, includes post sale facilities e.g. service, repairs.
Understanding consumers and knowing consumers are never simple. Consumers may
state their needs and wants but act otherwise.
To cut through the marketplace noise, today's sales promotions must be clever,
informative and engaging. The object is to get a message across and deliver a call to
action that inspires the potential customer to do something: buy this, do that, go there.
Successful sales promotions use different mediums to deliver the same message.
Depending on budget, a sales promotion campaign might include any combination of
web, print, TV, outdoor, door-to-door or telephone advertising.
CHAPTER-IV
CHAPTER-IV
Data analysis and interpretation
A Brand is a name, term, sign, symbol, or a combination of them, intended to identify the
goods or services of one seller or group of sellers and to differentiate them from those of
competitors.
A brand is essentially a sellers promise to consistently deliver a specific set of features,
benefits and services to the buyers. The best brands convey a warranty of quality.
To study the brand awareness for little hearts, 160 people were asked that whether they
know about little hearts or not?
Out of 160 people surveyed, 150 were found aware of little hearts. That means 93.75%
people were aware of little hearts and only 6.25% were not. From the above analyses we
can say that little hearts have good brand awareness.
The sale of a product is very much influenced by the frequency of consumption of that
product. If the frequency of consumption is regular, then the sales increase consistently
with addition of new consumers.
To study the kind of consumers for little hearts whether regular or occasional
survey of 150 consumers is done and following data is recorded.
Regular
45 %
consumers
Occasional
55 %
Consumers
As the regular consumers of little hearts are only 42.66% and occasional consumers are
57.33% this causes inconsistent sales.
Reasons for higher occasional consumer purchase for little hearts are: -
128
BOARDS
RETAILERS
FRIENDS
BOTH
TV
&
RETAILERS
TOTAL
CONSUMERS 150
SURVEYED
TV Plays an important role in promoting little hearts. 85% consumers are motivated
through TV advertisements, 4.6% through Boards, 3.3% are through Retailers, 3%
through both Retailers and TV ads, and 2.1% through TV & Boards.
So from the above analysis we can say that TV & boards are playing important role in
promoting little hearts.
Every product has a target age group consumers and it is positioned according to that. To
study the target age for Little Hearts a question was asked, whether they purchase little
hearts for there family or not. If yes then which age group demands more for little hearts.
120
100
80
60
40
20
0
YES
NO
Little Hearts is a product whose packing, size, shape and crunchiness makes it look like
chips. When people were asked how they view little hearts as biscuit or chips? the
following results were recorded.
To study the purchase category of little heats whether planned or impulse a question was
asked in the questionnaire that , what kind of purchase they make of little hearts?
PLANED
69
PURCHASERS
IMPULSIVE
81
PURCHASERS
TOTAL
150
So from the above analysis we can say that little hearts is more in impulse purchase
category . as we know products of impulse purchase category needs very heavy
advertisement.
When people were asked whether they have recorded any change in their consumption of
little hearts by last 3-4 months or not.
following results were recorded.
No Change
Increased
Decreased
93
38
19
100
90
80
70
60
50
40
30
20
10
0
No Change
Increased
Decreased
B.
RETAILERS SURVEY
In biscuit industry, due to Brand clutter there is very tough competition and very less
product differentiation. The consumer leaves his decision on the retailer. Now days
consumer simply asks the retailer for a sweet or salty biscuit. It is up to the retailer which
product he offers, so the retailer is king in biscuit industry.
Whether retailer push energy influence the demand of little hearts or not?
There are a lot of factors that a retailer seeks from the company to sell a particular
product. For little hearts when this question was asked to the retailers, they suggest lot of
factors. but the common factors they replied were following.
MARGIN
SCHEMES
PROPER SUPPLY
CREDIT
REPLACEMENT
Higher margin is the most important thigh that a retailer seeks from a company.
Generally the decision of a retailer to sell a particular product is dominated by the
comparison of margin with other products of that kind.
The retailers compare little hearts with both biscuits and chips. Because little hearts are
hanged with chips so they are close competitor of little hearts.
Second main thigh that motivates a retailer is the schemes with the products.
Commonly companies use to provide various retailers schemes to attract them to sell
their product. the most common schemes are some gift items, free samples, discounts on
bulk purchase. Same is in case of little hearts the retailers often seeks for schemes. little
hearts is providing various retailers time to time. Now a days the scheme with little hearts
is a free pack of little hearts with purchase of 18 packs.
Proper supply is the thigh that retailers want. In case co little hearts, as little hearts is in
the category of impulse purchase, it should be hanged at front and the supply should be
regular.
Another important thing that the retailer seeks is the credit facility. The retailers
of little hearts have to invest a huge amount in keeping four flavors of little hearts. Small
and even big retailers have some time problem in keeping stock of little hearts. As the
sales of little hearts are not so good and retailers are not able to sell the stock for a longer
period, so they need credit facility.
Replacement of the products with complaints is another factor that a retailer wants
from a company. Many times in case of packed food there are complaints of rat biting
and brokered in which the retailer cannot be held responsible. It is with little hearts the
retailer have problems of air leakage and rat biting and they want replacement.
Out of 200 retailers surveyed 163 (81.4%) reported that the margin is good with little
hearts and 37(18.6%) reported poor margin.
180
160
140
120
100
80
60
40
20
0
MARGIN IS OK
MARGIN IS POOR
NOTE: -
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.
Regarding the supply of little hearts the results are not favorable to company. The
supply of little hearts is not very good . From retailer survey it is analyzed that,
only 124 ( 62.5%) retailers has on time supply and rest 76 ( 38.5%) has very poor
supply.
140
120
100
80
60
40
20
0
GOOD SUPPLY
POOR SUPPLY
NOTE
The retailers who have recorded poor supply of little hearts, most of them are facing this
problem just after the separation of distributors for little hearts from other products of
Britannia.
2. The demand of little hearts was not so good before five to six months. Due to that
many retailers stop selling little hearts. This causes instant slump in the demand of little
hearts.
3. The third main reason for the slow down in the demand of little hearts would be poor
distribution system of little hearts. After the separation of the distribution of little hearts
from other products, the supply of little hearts was not proper. The retailers are getting
the supply once in one or two months.
4. Introduction of new schemes with other products like murkier, cheats, and other chips
also affect the demand of little hearts. The childrens are attracted towards these schemes
and switch over to these products.
5. Higher impulsive and occasional purchase is also the reason for the up & downs in the
sale of little hearts.
CHAPTER-V
CHAPTER-V
Conclusion & Suggestion
Due to which sugar dropping on the product the product was not much common in
the health conscious people.
SUGGESTIONS
The suggestions, 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.
1. After the survey of 150 consumers & 200 retailers the conclusion comes out that, there
is need to improve the distribution system of little hearts. It is noted that supply is mostly
regular at shops with heavy investment and are placed at centre of good residential
places, such as Saba Bazaar, Alana bazaar. Many retailers do not have regular supply.
The areas such as Tikal Nagar, Model Town, Shakhty Nagar, Shalimar Garden, Astir
Nagar has very poor supply. Some of the retailers have reported supply once in one - two
months. The suppliers are ignoring small retail shops.
So the most important thigh is to improve the supply in both small & large shops.
2. Little hearts is a product mostly liked by the children of 5-18 age group as per survey,
So there is need to start some schemes for children to motivate them to purchase little
hearts.
e.g. Hadrian chips is giving free fun book with one pack.
Ruffles is giving pock man inside the pack.
Such schemes forms a habit in children to purchase a product.
for example with little hearts following schemes can be started:-
One pack of little hearts free for collecting 15 packs of little hearts.
One golden polished locket in the shape of hearts inside the pack.
3. Little Hearts has higher impulse purchase than planed so to increase in the planed
purchase the frequency of advertisement should be increased.
4. 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. Retailer is the king in the biscuit industry. Retailer push energy also works in
promoting the sales of little hearts. So there is need to motivate the retailer through
regular retailers schemes.
for e.g.
Pepsi is giving one bottle free on the purchase of one crate of
500 ml.
1.
The quantity in the small pack for Rs 4 is less (20 gm). The pack should be priced
2.
3.
In little hearts has increased. Now they have to invest four times in the little hearts. The
demand of little hearts is not so good , so they must be given credit period of two weeks
4.
6. Not every retailer & consumer have positive attitude towards the survey, so the
information collected may be inaccurate.
7. It is also possible that the respondent may answer according to what they think
rather they do.
8. Some of the respondents are unwilling to answer because they feel that such
surveys are of no use.
9. The conclusions are drawn on the basis of response given by 200 retailers and 150
consumers. There is possibility of misunderstanding their views.
FINDINGS
Factors responsible for inconsistent sale of little hearts are analyzed under the following
heads.
CONSUMER BEHAVIOR
To study the consumer behavior for little hearts following points are studied
CHAPTER-VI
CHAPTER-VI
BIBLIOGRAPHY
6.1 BIBLIOGRAPHY
BOOKS
Philip Kilter, Marketing Management
Dr. D. D. Sharma, Marketing Research
C. R. Kothari, Research Methodology
INTERNET
www.bil.com
www.google.co.in
MAGAZINE
Companys Journal & Magazine, Year 2004
Companys Catalogues & Annual Report Year 2004.
CHAPTER-VII
ANNEXURE
PERSONAL DETAILES
Date :
Place :
Name
Age
Profession
Address
YES
(b)
NO
(b)
3.
(a)
(b)
4.
YES
NO
NO
(a) CHOCO
(b) ORANGE
(C) CLASSIC
(d) SESAME
(a)
T V ADVERTISEMENT
(b)
BOARDS
(c)
RETAILERS
(d)
FRIENDS
(a)
___________________________________________________
(b)
___________________________________________________
(c)
___________________________________________________
(a) PLANNED
(b) IMPULSE.
(a)
BISCUIT
(b)
(a)
YES
(b)
NO
10. (B) IF YES THEN WHICH AGE GROUP OF YOUR FAMILY DEMANDS MORE
FOR LITTLE HEARTS?
(a)
5 10
(b)
10 18
(c)
18 25
(d)
25 ONWARDS
11. DO YOU THINK LITTLE HEARTS DELIVERS BEST VALUE FOR YOUR
MONEY?
(a)
YES
(b)
NO
(a)
NO CHANGE
(b)
INCREASED
(c)
DECREASED
HEARTS?
__________________________________________________________
__________________________________________________________
__________________________________________________________.
1.
Yes
2.
No
Britannia
Parle
Maul
Others
3.
Super stores
Retail Stores
Restaurants
Movie Halls
Others
4.
5.
No
Marie Gold
Parle Glucose
Parle Orange
Little Heart
Other
6.
Yes
7.
________________________________________________
8.
________________________________________________