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SUMMER INTERNSHIP PROJECT REPORT

ON COMPARATIVE ANALYSIS OF GLUCOSE BISCUITS W.r.t COMPANIES NAMELY ITC Ltd, PARLE AND BRITANNIA.

SUBMITTED TO: Mrs. Maha Laxmi

SUBMITTED BY: Ashrul Zeshan Lecturer ICBM-SBE Department of Management Studies ICBM-School Of Business Excellence

ABSTRACT
This report is about comparative analysis of ITC biscuits with other companies biscuits namely Parle, Britannia. This research report has been prepared on comparative analysis of Glucose Biscuits of ITC, Parle and Britannia at marketing branch of ITC Ltd, Saharanpur. My purpose of training was to determine the current market position of ITC range of biscuits in SRE market and to find out all the possible ways to improve the sales for the same. According to my research I found though ITC is holding 2nd position in sre market but is performing well and is giving good competition to other popular brands in a very efficient manner.

TABLE OF CONTENTS
CHAPTERS NO
ACKNOWLEDGEMENT LEARNING OBJECTIVES COMPANY PROFILE OVERVIEW OF COMPANY MISSION &VISION (ITC) BUSINESS PORTFOLIO (ITC) SWOT ANALYSIS (ITC) FMCG SECTOR TOP 10 PLAYERS FMCG SECTOR SEGMENTS SWOT ANALYSIS (FMCG) 3 MANUFACTURES PROJECT PLAN STRATEGY ACHIEVEMENTS ANALYSIS & INTERPRETATIONS LIMITATIONS FINDINGS & RECOMMENDATIONS ANNEXURE 5 6-8 9-11 12 13 14-15 16-18 19 20-21 22-23 24-36 37-53 54-55 56 57-67 68 69-71 72-74 4

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ACKNOWLEDGEMENT
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A work is never a work of an individual.I owe a sense of gratitude to the intelligence & co-operation of Mr. Girish Nema(company guide) ITC Ltd sre who helped me out for completion of this exclusive project. Special thanks to Mrs. Maha Laxmi, my internal guide, for her valueable guidance without whom I could not have envisaged of my project. Last but not the least I also thank my colleagues and friends for providing constant encouragement and help. Finally, I am grateful to my family members for their moral support and understanding.

LEARNING OBJECTIVES

To study the current market position of ITC range of Glucose Biscuits biscuits. To find out the ways to improve the sales for the same.

To find out the extent of brand loyalty that exists among different biscuits brands.

COMPANY PROFILE
ITC is one of India's foremost private sector companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75 billion. ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today. ITC also ranks among India's top 10 `Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC has a diversified presence in Cigarettes, Safety matches,Hotels Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods &Confectionery,InformationTechnology,BrandedApparel,Personal Care,Greeting Cards and other FMCG products. While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels,Paperboards,Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel and Greeting Cards. ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of the country's biggest foreign exchange earners (US $ 2.8 billion in the last decade). The Company's 'eChoupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the Internet.

This transformational strategy, which has already become the subject matter of a case study at Harvard Business School, is expected to progressively create for ITC a huge rural distribution infrastructure, significantly enhancing the Company's marketing reach. ITC's wholly owned Information Technology subsidiary, ITC InfoTech India Limited, is aggressively pursuing emerging opportunities in providing end-to-end IT solutions, including e-enabled services and business process outsourcing ITC's production facilities and hotels have won numerous national and international awards for quality, productivity, safety and environment management systems. ITC was the first company in India to voluntarily seek a corporate governance rating. ITC employs over 21,000 people at more than 60 locations across India. The Company continuously endeavors to enhance its wealth generating capabilities in a globalizing environment to consistently reward more than 3,97,000 shareholders, fulfill the aspirations of its stakeholders and meet societal expectations. This over-arching vision of the company is expressively captured in its corporate positioning statement:

THE MISSION AND VISION STATEMENT


THE ITC MISSION

THE ITC VISION

ITC - Business Portfolio

ITC

FMCG:
Cigarettes Other FMCG

Hotels

Agri Business
Leaf Tobacco Agri Commodities 8

Paperboard Paper & Packaging

OVERVIEW OF COMPANY
ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company of India Limited'. Its beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the centre of the Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India's future. The Company's headquarter building, 'Virginia House', which came up on that plot of land two years later, would go on to become one of Kolkata's most venerated landmarks. The Company's ownership progressively Indianised, and the name of the Company was changed to I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio encompassing a wide range of businesses Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, AgriExports, Foods, Lifestyle Retailing and Greeting Gifting & Stationery - the full stops in the Company's name were removed effective September 18, 2001. The Company now stands rechristened 'ITC Limited'. Though the first six decades of the Company's existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the beginnings of a corporate transformation that would usher in momentous changes in the life of the Company. ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today India's most sophisticated packaging house. In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment. Since then ITC's Hotels business has grown to occupy a position of leadership, with over 90 owned and managed properties spread across India. In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited, which today has become the market leader in India. Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002 and became a Division of the Company, Bhadrachalam Paperboards
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Division. In November 2002, this division merged with the Company's Tribeni Tissues Division to form the Paperboards & Specialty Papers Division. In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. Since inception, its shares have been held by ITC, British American Tobacco and various independent shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal). Also in 1990, ITC set up the Agri Business Division for export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 million farmers. ITC's first rural mall, christened 'Choupal Saagar' was inaugurated in August 2004 at Sehore. On the rural retail front, 24 'Choupal Saagars' are now operatonal in the 3 states of Madhya Pradesh, Maharashtra and Uttar Pradesh. In 2000, ITC launched a line of high quality greeting cards under the brand name 'Expressions'. In 2002, the product range was enlarged with the introduction of Gift wrappers, Autograph books and Slam books. In the same year, ITC also launched 'Expressions Matrubhasha', a vernacular range of greeting cards in eight languages and 'Expressions Paperkraft', a range of premium stationery products. In 2003, the company rolled out 'Classmate', a range of notebooks in the school stationery segment. ITC's foray into the Foods business is an outstanding example of successfully blending multiple internal competencies to create a new driver of business growth. It began in August 2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC entered the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the fast growing branded snacks category with Bingo! in 2007. In just seven years, the Foods business has grown to a significant size with over 200 products enviable
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differentiated under six

distinctive brands, with an distribution

reach, a rapidly growing market share and a solid market standing. In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro. ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. ITC's popular agarbattis brands include Spriha and Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa. ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products for men and women in July 2005. Inizio, the signature range under Essenza Di Wills provides a comprehensive grooming regimen with distinct lines for men (Inizio Homme) and women (Inizio Femme). Continuing with its tradition of bringing world class products to Indian consumers the Company launched ' Fiama Di Wills', a premium range of Shampoos, Shower Gels and Soaps in September, October and December 2007 respectively. The Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select markand Vivel De Wills & Vivel range of soaps in February and Vivel range of shampoos in June 20.

Sunfeast

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In 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeasts brand essence, "Spread the Smile" connotes happiness, contentment, satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of the brand. Sunfeast Milky Magic Packed with goodness of milk these deliciously nutritious crisp and crunchy biscuits are a favorite among mothers and kids. Milky Magic has the power of 2 - A perfect balance of energy that aids physical strength and mental ability. These biscuits strike the right balance of milk and wheat which helps in an all round development and nurturing of the child. Sunfeast Marie Light: This ideal teatime biscuit is made from the finest quality wheat high in fibre and keeps one light and healthy through the day. Orange Marie : It has the distinction of being one of the most successful innovative Marie biscuits and is liked by one and all. Sunfeast Golden Bakery Sunfeast Golden Bakery is a premium cookie on an innovative and differentiated platform. Launched nationally in March 2008, these cookies are made from the recipes crafted by the master bakers of ITC Hotels and are slowly baked in the traditional way till they are golden brown and develop the crispy broken crust texture. The Sunfeast Golden Bakery cookies are available in three distinct flavours - Butter-Nut, Butterscotch and Choco-Nut cookies. These products are designed to give consumers a rich & truly indulgent experience. Sunfeast Dark Fantasy Inspired by the Master Chefs of ITC hotels, it is the richest of chocolate vanilla biscuits. These biscuits are created using carefully chosen premium ingredients for a sensory experience unlike any other. Dark Fantasy is more than a biscuit, its a luxurious mix of aromatic cocoa and vanilla.
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Sunfeast Glucose For those light hunger pangs, a wholesome & nutritious choice as these golden brown biscuits are made from the best quality wheat. Sunfeast Glucose biscuits are ideal not just for kids but adults too. Sunfeast Dream Cream A truly scrumptious range of cream biscuits that have become an instant hit with children. ITCs chefs have put their legendary skills into these biscuits to deliver truly tasty cream biscuits. Special Flavor Crystals in Strawberry and Pineapple cream biscuits keep the creamy flavor linger on. Strawberry Cream Bourbon The first of its kind cream biscuit with special strawberry flavor crystals that will keep the creamy flavor linger on. A special delight for all those chocolate lovers.

Orange Cream Experience a tangy twist in biscuits with every Orange cream.

Butterscotch Cream Another first, the taste of ice-cream in cream biscuits.

Mango Cream A special summer flavour cream biscuits for all those who love the king of fruits.

Elaichi Cream Taste the queen of spices in cream biscuits.

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Sunfeast sweet 'n salt These thin and crisp biscuits come with a distinctive sundry taste, that of salt and sweetness. A bite into one of these one keeps wondering about its taste!

These are crisp coconut biscuits showered with sugar crystals. The crisp Sunfeast Nice Sunfeast Benne Vita Flaxseed Biscuits If Benne Vita in Italian stands for Good Life, then Benne
Flaxseed biscuits Vita

sugary sweetness will just go on to make all those nice moments nicer.

just make the good life better. The

Flaxseed

content in these protein and mineral enriched of Omega III acids that helps control richest plant source of these and other minerals to Sunfeast Special

biscuits are rich source

cholesterol. Flaxseed is the

essential Omega-3 Fatty Acids. It is also rich in dietary fibre, proteins, calcium

maintain healthy heart and good gut health.

ITC Sunfeast presents a range of Special cookies and creams

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Special Cookies: Made with best quality wheat, cashew and butter, Sunfeast Special cookies are baked with real butter and the finest ingredients to give a mouth-watering treat that makes every moment special. Available in Cashew/ Butter/ Coconut. Special Creams: Delicious value for money cream biscuits with a thick layer of cream sandwiched between two biscuits. Available in Orange and Chocolate variants.

Sunfeast immediately established itself as a provider of innovative and distinctive products - Sunfeast Marie was launched in an innovative orange flavour and the 'Sunfeast Dream Cream' range includes new flavours as well as flavour enhancers. The Sunfeast Dream Cream range is currently available in 8 variants. The Company has also introduced 'Sunfeast Dark Fantasy', a dark chocolate and vanilla cream offering for the premium segment in select markets. Riding on the success of its initial offerings, ITC also entered the milk biscuit category with Sunfeast Milky Magic biscuits in the general milk and milk cream categories. Apart from milk which helps mental growth, these biscuits also contain the finest quality wheat aiding physical growth. Both cream and milk biscuits have received enthusiastic response from consumers. In the last few years the Sunfeast biscuits portfolio has been enhanced to include salted crackers and cookies. The 'Sunfeast Snacky' salted crackers are available in 2 unique variants viz., Chilli Flakes and Classic Salted. Sunfeast's cookie offering, 'Sunfeast Special' biscuits are also available in select markets. The Sunfeast Special range currently includes cookies in three variants Butter, Cashew and crunchy Coconut , as well as cream biscuits in two variants Choco and Orange. The recently launched Sunfeast Golden Bakery offers the freshly baked taste of cookies in 3 variants - Choco-nut, Butter-nut and Butter scotch. The brand has also launched Sunfeast Nice, a tasty and delightful offering of crispy, sugar sprinkled biscuits. The Sunfeast product portfolio has been further expanded to include healthy snacking options as well. 'Sunfeast Pasta Treat', a whole wheat based instant pasta was introduced as a healthy snacking option for children. After the tremendous success of the 4 initial flavours the instant Pasta range has been extended with
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two new exciting flavours Pizza and Chicken. The pasta segment was further expanded with the launch of 'Sunfeast Benne Vita' in 4 innovative variants. This range has been enhanced recently with the launch of Sunfeast Benne Vita Flax Seed biscuits that reflect the brand essence of Benne Vita, which in Italian stands for Good Life. The flax seed content in these protein and mineral enriched biscuits is a rich vegetarian source of Omega III acids. With continued focus on health and nutrition, Sunfeast extended the biscuits portfolio to the nutritional segment with the launch Sunfeast Sachin's Fit Kit a range of healthy products co-created with Sachin Tendulkar. It is for the first time in India that an icon of the stature of Sachin Tendulkar has been actively involved in the product development process as co-creator of the Sunfeast Sachin's Fit Kit range. It is the shared vision of Sunfeast as well as Sachin Tendulkar that products under the Sachin's Fit Kit range will enable create "Champions of Tomorrow". The launch range comprises two offerings - Sunfeast Sachin's Vitamin and Protein enriched biscuits and Sunfeast Sachin's Multigrain biscuits

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PARLE

A long time ago, when the British ruled India, a small factory was set up in the suburbs of Mumbai city, to manufacture sweets and candies. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time. A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets and candies. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality .

COMPANY OVERVIEW The story of one of India's favourite brands reads almost like a fairy tale. Onceupon 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
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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 pre-eminent 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.

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RESEARCH METHODOLOGY
4.1 MEANING OF RESEARCH Research in common parlance refers to a search for knowledge. One can also define research as a scientific & systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced learner's Dictionary of current English lays down the meaning of research as a 'careful investigation as inquiry specially through search for new facts in any branch of knowledge. Redman & Mory define research as a 'systematized effort to gain new knowledge. Some people consider research as a movement, a movement from the know to the unknown. It is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when the unknown comforts us, we wonder & our inquisitiveness makes probe & attain full & fuller understanding of the unknown. This inquisitiveness is the mother of all knowledge & the method which man employs for obtaining the knowledge of whatever the unknown can be termed as research. Research is an academic activity & as such the term should be used in a technical sense. According to Clifford woody research comprises defining & redefining problems, formulating hypothesis or suggested solutions, collecting, organizing & evaluation data, making deductions & reaching conclusions, and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. D. Slesings & M. Stephenson in the encyclopaedia of social sciences define research as "the manipulation of things, concept or symbol for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art". Research is, thus, an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison & experiment. In short, the search for knowledge through objective & systematic method of finding solution to a problem is research. The systematic approach concerning generalization & the formulation of a theory is also research. As such the term 'research' refers to the systematic method consisting of enunciating the problems, formulating a hypothesis, collecting the facts of data, analyzing the facts & reaching certain conclusion either in the form of solutions towards the concerned problem or in certain generalizations for some the theoretical formulation. 4.2 SOURCES OF DATA

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The task of data collection being after a research problem has been defined & research design checked out. While deciding about the method of data collection to be used for the study, the researcher should keep in mind two types of data i.e.: 4.2.1 Primary Data This is collected on the basis of response provided by the target sample. For this we have gone for personal interviews of individuals and gathering some information by way of questionnaires. Primary Data are those which are collected afresh & for the first time, and thus happen to be original in character. 1) 2) Company Personnel (Dealers) Competitors

4.2.2 Secondary Data This is a sort of indirect mode of information. The data has been collected on the basis of business periodical, journals, brochures etc. Secondary Data are those which have already been collected by someone else and which have already been passed through the statistical process. i.e. Data provided by Dealers 4.3 Strategy of the present study The objectives of the present study is to study the current market position of Sunfeast brand (ITC range) of Glucose Biscuits biscuit with respect to two other major brands namely, Britania and Parle. Further to find out the ways to improve the sales for the same.

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4.3.1 Data collection Collection of Primary Data We collect primary data during the course of doing experiments in an experimental research but in case of the descriptive types & perform survey, whether sample survey or causes surveys, then we can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interviews. This is other words, means that there are several methods of collecting primary data, particularly in surveys & descriptive researches. Important ones are:1) 2) 3) 4) Observation method Interview method Questionnaires Schedules

Secondary Data Secondary data means that data that are already available i.e. they refer to the data with have already been collected & analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. In this case he is certainly not confronted with the problem that are usually associated with the collection of original data. Secondary data may either be published data or unpublished data. Usually published data are available in (a) Various publications of central, state and local governments (b) technical & trade Journals (c) Books, magazines & newspapers (d) reports & publications of various associations connected with business & industry, bank, stock exchanges etc (e) reports prepared by research scholars, universities, economists etc in different fields, (f) Public records and Statistics, historical documents, and other sources of published information. We have collected primary data by observation method and interview method. In this survey we observed availability and visibility of match box we also interviewed vendor about the product. List of Routes covered 5.1 Wholesale Market 5.2 Retail Market 5.3 Rural Market 5.3.1 Delhi road
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5.3.2 5.3.3 5.3.4 5.3.5 5.3.6 5.3.7

Baajoria Road Chilkana Patthad Janta road Tapri Kailash pur Ghagalgadi- Chutmalpur Sarsawa (Ambala Road)

5.4 Urban Market (Saharanpur) 5.4.1 5.4.2 5.4.3 5.4.4 5.4.5 5.4.6 5.4.7 5.4.8 5.4.9 Court road Bomanji road Khlasi line Hakikat nagar Paper Mill Road Railway road Lakad Market Deharadun road Jogiyaan pul

5.4.10 Islaamia road 5.4.11 Jail chungi 5.4.12 Rani Bazzar 4.3.2 Design of Survey: A preliminary survey of the market was carried out to design a survey form. After discussion with shopkeepers issues were identified and based on these issues survey forms were design. For the study two kind of survey forms were designed (i) Survey for the traders and (ii) Survey from the consumer. Consumer survey was specially carried out to analyze the public image and perception of the selected brand. The sample survey forms are enclosed as Annexure 1 & 2.

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RESULT AND DISCUSSION

RETAILER RESPONDENTS PROFILE


Table 4.1 RESPONDENTS CLASSIFICATION ACCORDING TO AGE Age (In years) Respondents Number 15-20 20-25 25-30 All Age Total Source: Sample Survey 40 40 Percentage 100 100

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Fig.4.1

Interpretation: Table 4.1 shows that 100 percent of respondents are of avery age group.

Table 4.2

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SALES HIGHEST IN GLUCOSE SALES HIGHEST IN GLUCOSE Itc Parle Britania Total Source: Sample Survey Respondents Number 82 57 101 240 Percentage 34.2 23.8 42.0 100

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Interpretation: Table 4.2 depicts that 42.1 of the respondent think that Britania sales is heighest in Glucose segment.

SCHEME OR GIFTS ON SALE

Scheme or Gifts on Sale ITC

Respondents Number 5
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Percentage 12.5

PARLE BRITANIA ALL OF THE ABOVE Total Source: Sample Survey

7 5 23 40

17.5 12.5 57.5 100

Table 4.6

Fig.4.6

Interpretation:

Table 4.6 reveals that 21.5 percent of the respondents are thing that Itc provide scheme and gift , 17.5 percent respondent are of parle, 12.5 are of Britania and 57.5 percent respondent think that all company provide scheme and gift on sales.

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Table 4.7 SALESMAN GIVING INFORMATION ABOUT NEW SCHEME

Salesman giving information about new scheme Yes No Total Source: Sample Survey

Respondents Number 30 10 40 Percentage 75 25 100

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Fig.4.7

Interpretation: Table 4.7 reveals that 75 percent of the respondents think that sales person provide information about new scheme and 25 percent of respondents think that the salesman are not providing information about new scheme. Table 4.8 CUSTOMER ASKED ABOUT NEW SCHEME

Customer asked about new scheme Yes No Total Source: Sample Survey

Respondents Number 31 9 40 Percentage 77.5 22.5 100

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Fig.4.8

Interpretation: Table 4.8 reveals that 77.5 percent respondents think that customer asked about new scheme and 22.5 percent said that customer did not asked about new scheme.

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Table 4.9 SELLING ONLY GOOD MARGIN PRODUCT

Selling only those product which have good Margin YES NO Total Source: Sample Survey

Respondents Number 26 14 40 Percentage 65 35 100

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Fig.4.9

Interpretation:

Table 4.9 reveals that 65 percent of the respondent are selling only good margin product in their shop and 35 percent of the respondent are not selling only good margin product.

Table 4.10 WANTS MORE MARGIN

Wants to get more margin YES NO Total Source: Sample Survey

Respondents Number 40 40 Percentage 100 100

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Fig.4.10

Interpretation:
more margin.

Table 4.10 reveals that 100 percent of the respondent wants

PRODUCTS
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Our: SUNFEAST GLUCOSE BISCUITS

Competitor:- GLUCOSE BISCUITS

Major competitor PARLE-G BRITANNIA These brands are available on maximum routes: Minor competitor BONN ANMOL RAJA These brands are available on few routes but some of them are the dominator of their route:

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STRATEGY

By strategy we mean planning which involve controlling,priortization and improvement. Yes, of course every work needs planning because without planning neither you achieve targets nor it leads to completion of tasks. For the successful completion of my tasks I too applied strategies.Throughout the week what all work I had to carry out ,my company guide gave a brief idea about it.

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Note: dont just stick to one strategy only but keep on changing it whenever the requirement is.

ACHIEVEMENTS
I believe that achievements are captured by all those whose strategies are worthwhile.Though my work is not target oriented but task oriented ,still achievement means a lot to me.I want to thank my god for his wonderful grace on me because of him I am able to successfully achieve all my tasks assigned by my company guide.

Actually there is no such details to be shown under the achievements section but side by side I have attached the complete details of my work which is an evidence showing that I have successfully achieved in all my tasks assigned by my company guide.

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Limitations of the study


No research work is complete in itself. There are certain factors which are beyond the control of the researcher but do affect the study. A few limitations are as follows: -

Due to personal biasness of the individuals involved in the study, the results thus obtained may also be not so much accurate.

Another factor was short span of the time.

Money and transport facility sometime become a hindrance.

Consumers dont easily trust you.

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FINDINGS
An efficient distribution network is considered as the backbone of any company and ITC is one of them having strong distribution network. Through my survey i have found that Britannia holds the top position in sre market as compared to ITC and Parle. Cream flavors are the most appreciable and consumed one. Purchasing influenceability factors shows that good quality of biscuits plays the major role.

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RECOMMENDATIONS
Sales persons should be very aggressive in their approach which is very essential to increase sales. Some range of itc biscuits have high price as compared to the biscuits weightage so it should be little lessen. Large group of consumers has still not taste snacky classic salted and chilli flakes this is all becoz they are not aware of it(poor advertisement).So the company should focus on advertisement too. Increase the coverage of retail outlets in the sre market. Sales persons needs to be in regular touch with all possible retail outlets.
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Orders should be made available at regular interval of time. Try to convert prospective customers into actual customers. You should grant incentives or some schemes to retailers and wholesellers on the sales of itc biscuits. Launch your products with new schemes like scratch coupons with sure prize. Sponsor any TV show in order to gain more publicity. Pay a little more attention towards quality. As during winter season the consumption of biscuits falls just becoz they are replaced by dry fruits. So you should come up with such a varities that actively holds its position in winter season also.

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QUESTIONNAIRE PREFERANCE OF CONSUMER ON BISCUITS

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Q1. Name

:___________________________

Q2. Age (in years)

:___________________________

Q3.Gender

: Male

Female

Q4. Which type of glucose biscuits do you buy ?

a) Sunfeast b) Britannia c) Parle d) All of the above

Q5. Which is the most appropriate biscuits flavour which you mostly like?

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a) Glucose b) SP Cream c) Cookies d) All of the above

Q6. Which brands of glucose biscuits are you aware of ?


a) sunfeast glucose biscuits b) Parle g glucose

c) Britannia glucose c) others Q7. What is the reason behind purchasing the same brand of the biscuits?

a) Taste b) Scheme c) Brand Name d) Quality

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Q8. In your opinion which is the no one brand of glucose biscuits?


a) Itc b) Britania c) Parle d) All of the above

Q9

which glucose biscuits tests better? a) Sunfeast glucose biscuits


b) Parle g glucose

c) Britannia glucose d) Others

Q10. Which brand of the glucose biscuits is mostly seen on TV advertisement? a) Sun feast glucose biscuits
b) Parle g glucose

c) Britannia glucose
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d) Othere Q11. Which brand of glucose biscuits your kids demand? a) Sun feast glucose biscuits
b) Parle g glucose

c) Britannia glucose d) Others Q12 what do you think about nutritional fact of the sunfeasts glucose biscuits?

a) Vary good b) Good c) Average D) Poor

Q13. Any suggestion about company and brand? ___________________________________________________


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___________________________________________________ __________________________________________________

QUESTIONNAIRE PREFERANCE OF RETAILER ON BISCUITS

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Q1. NAME ________________________

Q2. ADDRESS OF SHOP

:________________________

Q4. Of what parsent share of sale of glucose a biscuit is fome sunfeasts glucose biscuits? Q5. What is the order of sale of different brand in differents price brands? Rs Rs Rs Rs Rs Rs 2 4 5 10 20 40

Q6.Which brand of the glucose biscuits is most frequntly asked by the consumar a) Sun feast glucose
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b) ParleG glucose

c) Britannia glucose d) Others Q7.Which brand of the glucose biscuits has the most attractve packaging?
a) Sunfeast b) Parle c) Britania d) All of the above

Q8. Is customer asked about a new scheme before purchasing a product?

a) Yes

b) No

Q9. What do you thing about the availity of sun feast biscuits. 1 supply is available on time
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2 suuply is sometime delayed 3 supply is frequently delayed 4 it is never on time Q10. Are you selling only those products which have good margin?

a) Yes

b) N0

Q11. What do you think about dealer network of the sunfeast?


1 vary good 2 good 3 Average
4

Poor.

Q12. Any suggestion about company and brand? _____________________________________________________


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_____________________________________________________ __________________________

BIBILOGRAPHY
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1. Data is collected primarily by market survey.


2. 3.

With the help from visit to www.itc.com With the expert guidance of seniors in organisation.

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