Pait ke Raste, Dil me Baste

Submitted to: Submitted By: Mr. Vijendra Dhyani Rohini Singh (123) Roopali Mishra (124) Rupali Bhattacharjee (126) Saumil Gupta (133) Shraddha Chandel (144)

Shubham Chawla (145) Shweta Tyagi (148) Siddharth Agarwal (149) Sonam Aggarwal (153) Vikrant Kumar(179)

We are indeed thankful to the director of our institute Dr.R.K.Bhardwaj who has provided us with the wonderful opportunity to take a deep insight into the different esteemed organizations and to make the related studies. We would like to render our sincere heartfelt gratitude to Mr. Vijendra Dhyani who have provided us with the necessary information and details and has also been encouraging throughout.


BATA is the most trusted name in branded footwear. The stores are present in good locations and can be found in all metros, mini metros and towns. The company is working towards positioning itself as a contemporary young brand and is going for innovative diversification. We are going in the field of FMCG and are launching BATA biscuits. The main concern is to change the consumer mindset and for that we are going for market penetration on the basis of three offerings ATs, MTs and O-zones. BATA ATs i.e. any time biscuits would be available in a variety of tastes and flavors. BATA MTs have been launched keeping in mind the movie buffs who want a variation to popcorn. The O-Zones are outlets aiming at the youth of metros where recipes and toppings of their choice would be prepared on demand. For the promotions we will be giving advertisements generating curiosity and hype in the print media as well as TV commercials. We would also be giving free samples with leading tea and coffee brands. We would be promoting O-Zones as a hang out place for youth. We would also conduct various events like ‘theme based walls splashing’ etc. OZones would be inaugurated by John Abraham. The offerings would be available in sizes and prices to suit the consumers. Apart from that BATA kits, gift hampers and family packs would also be available.

• • • • • • Bata India is the largest company for the Bata Shoe Organization in terms of sales pairs and the second largest in terms of revenues. With 1250 stores across the country, it also has the widest retail network within the BSO. Bata had come to India in 1931. Bata was also the first manufacturing facility in the Indian shoe industry to receive the ISO: 9001 certification. The Company went public in 1973 when it changed its name to Bata India Limited. Bata India has established itself as one of Asia's largest footwear retailer and has 35% market share in the organized sector (and approx. 8.5% of the total footwear market) • • • • Bata is the most trusted name in branded footwear. The stores are present in good locations and can be found in all the metros, minimetros and towns. Bata's smart looking new stores supported by a range of better quality products are aimed at offering a superior shopping experience to its customers. Backed by a brand perception of experience, the company is working towards positioning itself as a vibrant and contemporary young brand.

We first divided the market geographically into  Metros  Towns Furthermore, we segmented these markets on the basis of the level of Income • • • Low Income Level Middle Income Level Higher Income Level

Based on the above segmentation and also keeping in mindd our customers tastes and preferences, we came up with three separate strategies for Market Penetration • • • General Biscuits for Masses known as the Anytime or Bata AT Biscuits Bata MT (Movie Time) Biscuits for the Movie-mongers Ozones


P’s Of Marketing
We being primarily a shoe manufacturing company, are looking for innovative diversification and are going in the field FMCG’s. We are launching biscuits. A biscuit is small baked bread; the exact meaning varies markedly in different parts of the world. The origin of the word "biscuit" is from Latin via Middle French and means "twice cooked". Some of the original biscuits were British naval hard tack. That was passed down to American culture, and hard tack (biscuits) was made through the 19th century.

British Digestive biscuits A biscuit is a hard baked product like a small flat cake which in North America may be called a "cookie" or "cracker". The term biscuit also applies to sandwich type biscuits, where a layer of 'cream' or icing is sandwiched between two biscuits. It should be noted, however, that it has become increasingly more common within the UK for "cookie" to be used to differentiate between the softer, chewier "cookie" and the harder, more brittle "biscuit." In this respect the British usage of the word biscuit was defined in the defense of a tax judgment found in favor of McVitie's and their product Jaffa Cakes which Her Majesty's Customs and Excise claimed was a biscuit and was therefore liable to value

added tax. The successful defense rested on the fact that 'biscuits go soft when stale, whereas cakes go hard when stale.' In Britain, the digestive biscuit has a strong cultural identity as the traditional accompaniment to a cup of tea, and is regularly eaten as such. Many tea drinkers "dunk" their biscuits in tea, allowing them to absorb liquid and soften slightly before consumption. Although there are many regional varieties, both sweet and savory, "biscuit" is generally used to describe the sweet version. Sweet biscuits are commonly eaten as a snack and may contain chocolate, fruit, jam, nuts or even be used to sandwich other fillings. Savory biscuits, more often called crackers or crisp breads, are plainer and commonly eaten with cheese following a meal. Generally, Australians and New Zealanders use the British meaning of "biscuit" (colloquially referred to as bicker or biccie or bikkie) for the sweet biscuit. Two famous Australasian biscuit varieties are the Anzac biscuit and the Tim Tam. Despite the difference, this sense is at the root of the name of the United States' most prominent maker of cookies and crackers, the National Biscuit Company (now called Nabisco). Biscuits are the stuff Main article: Scone (bread)

American biscuits with honey In American English, a "biscuit" is a small form of bread made with baking powder or baking soda as a leavening agent rather than yeast. (Biscuits, soda breads, and corn bread, among others, are sometimes referred to collectively as "quick breads" to indicate that they do not need time to rise before baking.)

Biscuits are extremely soft and similar to scones; in fact, many recipes are identical. In the United States, there is a growing tendency to refer to sweet variations as "scone" and to the savory as a "biscuit", though there are exceptions for both (such as the cheese scone). A sweet biscuit served with a topping of fruit and juice is called shortcake. In Canada, both sweet and savory are referred to as "biscuits", "baking powder biscuits" or "tea biscuits", although "scone" is also starting to be used. Biscuits are a common feature of Southern U.S. cuisine and are often made with buttermilk. They are traditionally served as a side dish with a meal, especially in the morning. As a breakfast item they are often eaten with butter and a sweet condiment such as molasses, light sugarcane syrup, sorghum syrup, honey, or fruit jam or jelly. With other meals they are usually eaten with butter or gravy instead of sweet condiments. However, biscuits and gravy (biscuits covered in country gravy) are usually served for breakfast, sometimes as the main course. A common variation on basic biscuits is "cheese biscuits", made by adding grated Cheddar or American cheese to the basic recipe. Large drop biscuits, because of their size and rough exterior texture, are sometimes referred to as "cat head biscuits". Biscuits are now ubiquitous throughout the U.S. and feature prominently in many fast food breakfast sandwiches. Breakfast biscuits are much bigger than ham biscuits, most as big as or bigger than a typical fast food hamburger. In addition, biscuits are commonly found as a side dish at fried chicken restaurants such as Kentucky Fried Chicken, Bojangles', Church's Chicken, and Popeye’s Chicken & Biscuits. Beaten biscuits Beaten biscuits date from the 1800s [1] and are a Southern U.S. food. They differ from a regular biscuit in that they are more like hardtack instead of soft because the dough is beaten with a hard object or against a hard surface for at least a half hour. They are also pricked with a fork prior to baking and are usually smaller than a regular biscuit. These are the biscuits traditionally used in "ham biscuits", a traditional Southern canapé, which are simply tiny sandwiches of these bite-sized biscuits sliced horizontally, spread with butter, jelly, mustard, filled with pieces of country ham, or sopped up with gravy or syrup.


A Product Mix (also called product assortment) is the set of all products and items that a particular seller offers for sale. Eg: NEC (Japan) has 2 product mix viz. Communication Products Computer Products

 

PRODUCT WIDTH: It refers to how many different product line the company carries. Ex. J&J carries width like baby oil, lotion, talc's etc PRODUCT LENGTH: It refers to the total number of items in its product mix. PRODUCT DEPTH: It refers to how many variants are offered for each product in the line.

PRODUCT MIX OF BATA BISCUITS Bata Anytime Bata Movie time Bata Ozone


BATA Any Time Biscuits
AT Coconut

AT Krunch AT Kesar Bite AT Butter AT Badaami AT Nutties AT choco-vanilla AT Orange Crème AT Strawberry Crème AT Chocolate Crème AT Para-pari AT Minty AT Pepper Chaska


MT Sweet & Salty MT Salted MT Masala Krunch MT Flavored Salted MT Butter fried MT Teekha Kamaal


Recipe Cookies


Fortune Cookies

Small Pack: Large Pack: Rs.10 Rs.15

Small Biskits: Medium Biskits: Large Biskits: Bucket Biskits: Rs.25 Rs.40 Rs.55 Rs.70

Recipe Based:
Pancetta Biscuits: Rs.75 (4 pieces) Cinnamon Peaches with Sugar Biscuits and Whipped Cream: Rs.70 (4 pieces) Sweet Biscuit Wreath: Honey Drop Biscuits: Buttermilk Biscuits: Rs.60 (4 pieces) Rs.55 (4 pieces) Rs.65 (4 pieces) Rs.75 (4 pieces) Fried Biscuits: Rs.50 (4 pieces)

Chicken a la King on Herb Biscuits:

Cheese toppings: Veggie toppings: Rs.30 Rs.45 Rs.55

Masaledaar toppings: Rs.45 Crunchy noodles toppings:

Caramel toppings:


Fortune Cookies
Chocolate cookies: Rs.25 Brownies: Crunchy cookies: Rs.30 Rs.25

Apart from the above listed prices, during the festival season, we would also be providing family packs, gift hampers, Bata-Kits etc to our customers, and their prices will be accordingly.

We will be going for a large scale promotion through newspapers as this is one source of communication available to all and used by all sections of people. We will target the pages that are most viewed by the people that are the first page, the sports page and the last page. We will go in for a half page advertisement on the first and the sports page and a full page advertisement on the last page. The aim is to create a new image of Bata, selling a food product. This kind of advertisement will be published from at least two months of the actual launch of the product so as to create a kind of curiosity in the minds of the people; so that once the product is launched they will at least try it once. The advertisement will be a colored one that will be meant to attract the attention of the reader. The right side of the advertisement will carry the logo of Bata biscuits and the information will be written in big bold letters. The page will have an in-filling of the Bata logo as well. In addition to that we will be putting up posters in the retail shops that will be supplying our product. This is aimed at creating hype amongst the buyers.

T.V. Commercial
As we have seen, Bata does not have many advertisements running on television; we will be emphasizing more on T.V. commercials.

Free sampling
To promote our product, we will be providing a free sampling offer. We will be giving a two biscuit sachet free with the leading Tea and Coffee brands.

This offer will be in circulation for a month before the launch of the product so that the customer is already aware of the product and is willing to buy it when the biscuit is launched in the market.

BATA OZONE OPENING Bata’s Ozone is a dugout zone where customers can come and enjoy the various flavors of recipe cookies, hang-out with friends and participate in the various events, which we would be organizing in the zone. These events would also be a part of promotional activities. The opening of these Ozone’s would be done by, John Abraham, our brand ambassador. BATA MT BISCUITS We are planning to launch our movie time addition on a Friday, when most of the movies are released, so as to capture maximum attention. We would be providing movie merchandises as a promotional stunt.

There will be many activities carried out for the purpose of promoting our product after the launch as well. We would be holding “theme based wall splashing” event weekly at our Ozones. And we would be tying up with movie houses to MT range’s promotion. And, also we would be creating eye-catching advertisements to capture the attention of the mass.

We are using the concept of CCD and BARISTA as our product is also targeting youths. But it will be something different also our outlets will have 2 gates for entry. The first gate will give u an environment as we get in the big coffee houses and second gate will be more funky and trendy. In our outlets we will be provide dishes made of biscuits and even selling our product also with hot and cold drinks. Shopping malls have existed in India since several decades but were designed and built to house several shops in a single facility. These new format malls are coming up in all the major cities of India. The cities that are seeing the first rush of malls are
New Delhi Noida Gurgaon Chandigarh Mumbai Pune Bangalore Ahmedabad Chennai Kochi Hyderabad Kolkata

The packaging of the biscuits is designed to ensure convenient distribution and purchases. This packaging also helps in the maintenance of its freshness, taste and nutrition. The attractive features about its especially designed packaging are:

Zip-Top Packaging: the produce is available in the packets enhanced with a 'Zip-Top'. It assures easy storage which also preserves the same freshness till the last quantity.


Convenient Volumes: The Bata Biscuits are available in numerous packaging: each of which can be easily picked as per the individuals' requirement.

The packages are broadly categorized as: i) Travel packs- the travel packs available in the denomination of 50 gms. and 75 gms. makes it handy enough which does not lets anyone get deprived of its taste while on move. Regular packs- the regular packs available in the packing of 200 gms. and 400 gms. is meant for the routine consumption of the product. Family packs- the family pack available in the packing of 1 kg. and 2 kgs. is designed to allow its consumers of bigger savings on bulk purchases. The family pack can be parallelly called a Value Saver Pack. Eco-Friendly Packaging: the matter used for the packaging of the biscuits is




Biodegradable and it poses no threat to our environment. 4. Attractive colors: the package is designed in different colors, each hinting the Flavor it contains. The colors used are not harmful and make the packaging more striking.





Customers • hiring carriage from independent carriers

Joote nahi ab Biscuits Kha……… …BATA
Tactics used to fill the gap between BATA SHOES and BATA BSCUITS: A number of companies are following the same method of umbrella branding. Like Reliance, Shakti Bhog, Bharti, etc. ITC launched Sunfeast biscuits, Bingo chips though its an tobacco company but then too its product became a big success. In early stages of Bingo chips the sales were very low i.e. is between the period of march to may, but then suddenly what we see that in the month of July the sales rises it because of consistent promotion and good quality and now ITC company holds a big share in the Indian market in snacks segment. On the same concept we are given a project to launch Bata biscuits. Its not an easy task to change the perception of a person who is seeking Bata as a shoe manufacturing company from past many years, and Bata is also a big brand name but if a person goes in the market to purchase a Bata Biscuits some where or the other he will be in the same perception of the old brand image of Bata company as a shoe manufacturer. We know very well as Bata has already created a good brand image and it is stable in market so it is spending very less on print and video advertisement. So we have to use extensive marketing tactics in order to get close to customers We will be using the method of AIDA that is Awareness Interest Desire and Action. Before getting into a market we will make an advertisement process of creating a curiosity among our target customers. Our target customers are youth so we will make print adds, video adds showing youths having lots of fun showing the modern and fun life in order to attract the youth & children. This tactic will be a pre-launch technique.

Its tough to change the perception of an elder in comparison to a youngster. And we know very well that now a days the buying process is largely effected by children at home our advertisements will be in such a manner that children will be quickly attracted and force there parents to purchase our biscuits. Attractive gift items will be given so that children gets attracted. After launching these biscuits we will go in schools and give fun and knowledge full lectures to students till the class 7th we also provide free samples to them. High expenditure on promoting and sponsoring live concerts and charity shoes. We will also call celebrities to our retail outlets and dugout zone the Ozone this will lead a number of persons to our outlets and then the culture and life will lead them to come once more in the outlets and there again our quality and tasty biscuits will lead them to purchase for there daily life also. Ladies are really health conscious and for them we will be showing the perfect healthy biscuits which are sugar free and will be full of nutrients.

“My brethren, when God first began to love you, He gave you all that He ever meant to give you in the lump, and eternity of time is that in which He is retailing of it out.”

Thomas Goodwin

What is retailing?
Retailing practice of accumulation of various marketing practices directed towards giving the best merchandise available and it consists of the sale of goods or merchandise, from a fixed location such as a department store or kiosk, in small or individual lots for direct consumption by the purchaser.[1] Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. Shops may be on residential streets, or in shopping streets with few or no houses, or in a shopping center or mall, but mostly found in the central business district. Shopping streets may or may not be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Retailers often provided boardwalks in front of their stores to protect customers from the mud. Online retailing, also known as e-commerce is the latest form of non-shop retailing (cf. mail order).

A specialist store or a small local store may have a very intimate relationship with its customers, with transactions being made on a face-to-face, first name basis. At the other end of the scale, goods may be retailed across the globe, with no physical contact being made at all.

Clothing and Accessory Store Department Store Distance Retailing Door-to-Door Retailing Chains Party Retailing Single Independent Non-Franchised Store Street Market Supermarket Van Retailing Warehouse Club

Pricing in Retailing ?
The pricing technique used by most retailers is cost-plus pricing. This involves adding a markup amount (or percentage) to the retailers cost. Another common technique is suggested retail pricing. This simply involves charging the amount suggested by the manufacturer and usually printed on the product by the manufacturer. In Western countries, retail prices are often so-called psychological prices or odd prices: a little less than a round number, e.g. $6.95. In Chinese societies, prices are generally either a round number or sometimes a lucky number. This creates price points. Often prices are fixed and displayed on signs or labels. Alternatively, there can be price discrimination for a variety of reasons. The retailer charges higher prices to some customers and lower prices to others. For example, a customer may have to pay more if the seller determines that he or she is willing to. The retailer may conclude this due to the customer's wealth, carelessness, lack of knowledge, or eagerness to buy. Price

discrimination can lead to a bargaining situation often called haggling — a negotiation about the price. Economists see this as determining how the transaction's total surplus will be divided into consumer and producer surplus. Neither party has a clear advantage, because the threat of no sale exists, whence the surplus vanishes for both.

A glance over retailing in India:•

Even though India has well over 5 million retail outlets of all sizes and styles (or non-styles), the country sorely lacks anything that can resemble a retailing industry in the modern sense of the term. This presents international retailing specialists with a great opportunity.

It was only in the year 2000 that the global management consultancy AT Kearney put a figure to it: Rs. 400,000 crore (1 crore = 10 million) which will increase to Rs. 800,000 crore by the year 2005 – an annual increase of 20 per cent.

Retailing in India is thoroughly unorganised. There is no supply chain management perspective. According to a survey b y AT Kearney, an overwhelming proportion of the Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000 crore segment of the market is organised.

As much as 96 per cent of the 5 million-plus outlets are smaller than 500 square feet in area. This means that India per capita retailing space is about 2 square feet (compared to 16 square feet in the United States). India's per capita retailing space is thus the lowest in the world

Small Local Stores / Kiranas
The small local stores have dominated Indian retailing over the decades and are present in every village and local community, addressing the needs of the population in the area and being the point of contact with the

consumer. The distribution networks of brands extend right upto this point to stay in touch with customer needs and preferences.

India like most other countries has a very large network of local stores. You will find these in almost every village and locality. A lot of them function as paan and cigarette outlets with tea and coffee sometimes also offered. Besides this these stores stock and offer small eats and soft drinks including biscuits, soft drinks, chocolate, sweets, bread and baked products. Many of them also sell fruits like bananas and a range of toiletries and cosmetics like soaps, shampoos, toothpastes and some creams. These small stores cater to the needs of their own local population and travelers who stop by for a smoke or a snack. A little larger format is the neighborhood grocery store that focuses on grains, foods, snacks and toiletries besides other home essentials. Fruits and vegetables that are perishable are usually maintained and offered by exclusive vegetable stores and not by the normal groceries.

Shopping Malls
The new shopping malls that have been expanding their footprint across Indian cities are well designed, built on international formats of retailing and integrated with entertainment and restaurants to provide a complete family experience. Over 300 malls are expected to be built over the next two years and most Indian cities with over a million populations will be exposed to this modern method of retailing.
Shopping malls have existed in India since several decades but were designed and built to house several shops in a single facility. These malls also known as Shopping Arcades offered only rows of shops, most of which were small stores that promised bargains for their various wares. These Shopping Arcades tried to maximize on their store space and did not offer any areas for recreation and entertainment.

The present day malls are a creation of the past few years post 2000. They are designed professionally using a lot of international experience and combine shopping with a lot of brand building, recreation, food and entertainment. Malls also have a large format store that serves as their anchor for shopping and a prominent restaurant that anchors the food needs of visitors. Most malls also feature a multiplex cinema that offers entertainment to the visitors of the mall. Finally the mall has large atria and open spaces to allow visitors and families to hang-out. These new format malls are coming up in all the major cities of India. The cities that are seeing the first rush of malls are New Delhi Noida Gurgaon Chandigarh Mumbai Pune Bangalore Ahmedabad Chennai Kochi Hyderabad Kolkata The next run-up of the malls will be the second level cities of India that includes Visakhapatnam Coimbatore Trivandrum Raipur Bhopal Surat Jaipur Kanpur Lucknow Ranchi Cuttack Dehra Dun

Retailing for our product?

We understand the importance of retailing and as we know BATA shoes are sold specially on there exclusive outlets. But since Biscuits are FMCG products so we can not just only sale them on the exclusive outlet we will follow all retailing concepts available, but we will also have special retailing strategy for this that is our outlets. We are using the concept of CCD and BARISTA as our product is also targeting youths. But it will be something different also our outlets will have 2 gates for entry. The first gate will give u an environment as we get in the big coffee houses and second gate will be more funky and trendy. There will be games on tables we will have theme based marketing strategy a theme will be taken on every Sunday or second Sunday on the current hot news. Markers and pens will be given to all the customers which they can use to write there messages all around the coffee house, even any person can come up with there paintings and poems which they can give us and we will hand them on the walls our outlets. In our outlets we will be provide dishes made of biscuits and even selling our product also with hot and cold drinks. Few biscuits companies are also selling their biscuits on their specified outlets as we can even see in CSM mall. We also know that the market consumers of biscuits are low so we are just come up with new types and ways of consuming biscuits. Secondly this will also change the perception of BATA BISCUITS with BATA SHOES as new ways party and trendy life will add something different to our product i.e. biscuits.


Established in 1950, from gathering of CEOs of small, medium and large Biscuit manufacturing organizations in the country’s capital city, the Federation of Biscuit Manufacturers of India, popularly known as FBMI has come to stay as the premier forum of the organized segment the biscuit industry in India, by virtue of its effective servicing and result oriented activities, with the prime objective of protecting and promoting the interests and development of the Biscuit industry. During the five and a half decades of post-independent India, the biscuit industry in the country has achieved a position of pre-eminence as the third largest producer of Biscuits in the world, after the USA and China. The FBMI, its members and leadership, have played a pivotal role in the unprecedented growth, development and reach into all parts of the huge domestic market in India, as also in exports of biscuits. The FBMI represents the organized biscuit industry consisting of small scale, medium and large biscuit manufacturers located in all zones and all States of the country. As the apex body of the biscuit industry, the Federation strives to serve its members in particular and the biscuit industry in general. As an integral part of the industrial scenario in the country and belonging to the food-processing sector, which has been identified as the sunrise group of industries by the Government of India, biscuits along with similar packaged food products, have a place of pride. The FBMI estimates indicate that the proportion of biscuit production in the country, in the organized and unorganized segments of manufacturing is 60%: 40%.

BIBLIOGRAPHY,,FOOD_9936_2786,00.h tml and_Beverage/Biscuits