1

INTRODUCTION
INTRODUCTION
The title of the project is A Study On Dairy Products Of Britannia Industries Limited To
understand the project properly !e should "no! a#out the mar"etin$ research and a#out the
mar"et share ie !hat does e%actly it means
WHAT IS MARKETING RESEARCH AND CONSUMER BEHAVIOUR
&ar"etin$ research is the function that lin"s the consumer' customer' and pu#lic to the
mar"eter throu$h information used to identify and define mar"etin$ opportunities and
pro#lems $enerate refine and e(aluates mar"etin$ action' monitor mar"etin$ performance
and impro(es understandin$ of mar"etin$ as a process &ar"etin$ research specifies the
information re)uired to address these issues' desi$ns the method for collectin$ information
mana$es and implements the data collection process analy*es and communicates the
findin$s and their implication
American Marketing Association O!!icia" #e!initions o! marketing researc$
&ar"etin$ research is the specification' $atherin$' analy*in$ and interpretation of
information that lin"s the or$ani*ation !ith its mar"et en(ironment
OVERVIEW O% BRITANNIA INDUSTRIES &TD
Ba"in$ practices !ere !ell "no!n to Indian cuisine for thousands of years' #ut the hum#le
#iscuit #ecame a familiar and commonplace item of diet only durin$ the +,th century The
products and mar"etin$ strate$ies of India-s premier food company Britannia Industries
Limited o(er the last century ha(e #een responsi#le for this remar"a#le dietary
acculturation
+
'RODUCT INDUSTR(
Britannia !as incorporated in 1.1/ as Britannia Biscuits 0o Ltd in 0alcutta In 1.+1' Pea"
2reans' 34 ac)uired a controllin$ sta"e' !hich later passed on to the Associated Biscuits
International 5ABI6 a 34 #ased company Durin$ the -7,s and -8,s' Britannia e%panded
operations to &um#ai' Delhi and 0hennai The e%ports of seafood started in the -9,s In
1./9' :a#isco Brands Inc' a !ell;"no!n <uropean food company' ac)uired ABI In 1./.' =
& Pillai' a Sin$apore #ased :>I #usinessman alon$ !ith the ?roup Dan one ac)uired
Asian operations of :a#isco' thus ac)uirin$ controllin$ sta"e in Britannia Later' ?roupe
Dan one and :usli @adia too" o(er Pillai-s holdin$s In 1.99' the ?o(ernment reser(ed the
industry for small;scale sector' !hich constrained
BRITANNIA)S MI&ESTONE
*++, Sales crossed >s 1,',,, million 5+A7 &: 3sed6
*++- Opened a ne! cate$oryB S:A04I:? P>OD30TS
*++. Sales increase #y 111AC' total sale of 1AA/1, crores
*++/ The creation of a centrali*ed set;up for paya#les processin$' accountin$ and &IS
systems in t$e corporate office at Ban$alore
*++0 Britannia Industries #uys out :e! DealandEs 2onterra from e%istin$ dairy joint
(enture' Britannia :e! Dealand 2oods 5B:D26 B:D2 #ecame a 1,, per cent Britannia
su#sidiary and !as renamed Britannia Dairy Pri(ate Limited 5BDPL6F
*+1+ Britannia !as presented the &aster Brand +,1, A!ard #y 0&O 0ouncil in
:o(em#er +,1,
*+11 Britannia recei(ed the &ost >espected 0ompany A!ard +,11 from Business !orld
A
*+1* Britannia !on ?lo#al a!ard $i(en out #y E@orld Guality 0on$ressE at their a!ard
ceremony at &um#ai held on ++nd and +Ard :o(em#er +,1+
*+1, Britannia #a$$ed t!o :ational Guality <%cellence A!ards for +,1A; one for Best
<nd;to;<nd 0ustomer Solution 5Supply 0hain6' and the second' for Plannin$' Processes and
Systems ; on 11th 2e#ruary +,1A at Taj Lands <nd' &um#ai
MISSION O% THE COM'AN(
To dominate the food and #e(era$e mar"et in India throu$h a profita#le ran$e of tasty yet
healthy products >e$ardin$ the #asis of settin$ mission and (ision statement' Britannia
$i(es top most priority to customer satisfaction' follo!ed #y )uality' mar"et leadership'
increased profit (ariety' sales turno(er and profit ma%imi*ation
CONSUMER BEHAVIOR
0onsumer #eha(ior studies ho! indi(iduals' $roups and or$ani*ations select' #uy' use and
dispose of $oods' ser(ices' ideas' or e%periences to satisfy their needs and desires
0onsumer #eha(ior can #e also defined as the #eha(ior that a consumer e%hi#its #efore
#uyin$ the productsH it includes the "ind of search that a consumer made a#out the product
@hile usin$ the product' includes !hen !here and ho! the consumer is usin$ the product
and after usin$ the product' includes post sale facilities e$ ser(ice' repairs 3nderstandin$
consumers and "no!in$ consumers are ne(er simple 0onsumers may state their needs
and !ants #ut act other!ise
1

7
RESEARCH
METHODOGLOGY

RESEARCH METHODO&OG(
<(ery project !or" is #ased on certain methodolo$y' !hich is a !ay to systematically sol(e
the pro#lem or attain its o#jecti(es It is a (ery important $uideline and lead to completion
of any project !or" throu$h o#ser(ation' data collection and data analysis
Accordin$ to 0lifford @oody' >esearch &ethodolo$y comprises of definin$ I redefinin$
pro#lems' collectin$' or$ani*in$ Ie(aluatin$ data' ma"in$ deductions Iresearchin$ to
conclusions
Accordin$ly' the methodolo$y used in the project is as follo!sB ;
Definin$ the o#jecti(es of the study
2ramin$ of )uestionnaire "eepin$ o#jecti(es in mind 5considerin$ the o#jecti(es6
2eed#ac" from the employees
Analysis of feed#ac"
0onclusion' findin$s and su$$estions
OB2ECTIVE O% THE 'RO2ECT
1. To find out customer loyalty for Britannia dairy products.
Britannia has been a prominent player in the dairy industry of the
country apart from other eatable items like biscuits and such. How loyal
are customers to Britannia products compared to other major dairy
product producers like mother dairy, Amul and Paras?
. To understand the !onsumer beha"iour while selectin# the
product and the brand.
!onsumers take different aspects into consideration when it
comes to selectin# a brand and a product such as awareness,
8
retailers su##estions, price, impulsi"e actions after seein# the
product, ad"ertisements .
$. To study the reasons for inconsistent sales of cheese product,
which includes the consumer and retailer sur"ey.
SE&ECTION O% SAM'&E SI3E
A sur(ey has #een conducted on social media @e tar$eted 1,, consumers and +, retailers
across (arious sections throu$h #oth offline and online Different consumers from different
socio;economic status and different parts of the city ha(e #een ta"en into consideration @e
ha(e $ot 1,1 responses from social media as !ell as feed#ac" from retailers' consumers
near retailer shops
SCO'E O% THE STUD(
The follo!in$ are the limitations of the studyB
The sample si*e !as small and hence the results can ha(e a de$ree of (ariation
The response of the consumers in $i(in$ information !as lu"e!arm
>etailers- resistance to share the internal information a#out their profit mar$in
Guestionnaire is su#jected to errors
SAM'&ING TECHNI4UE USED
The techni)ue of Ran#om Sam5"ing has #een used in the analysis of the data
>andom samplin$ from a finite population refers to that method of sample selection' !hich
$i(es each possi#le sample com#ination an e)ual pro#a#ility of #ein$ pic"ed up and each
9
item in the entire population to ha(e an e)ual chance of #ein$ included in the sample This
samplin$ is !ithout replacement' ie once an item is selected for the sample' it cannot
appear in the sample a$ain
DATA CO&&ECTION
To determine the appropriate data for research mainly t!o "inds of data !as collected
namely primary I secondary data as e%plained #elo!B
'RIMAR( DATA
Primary data are those' !hich !ere collected afresh I for the first time and thus happen to
#e ori$inal in character Jo!e(er' there are many methods of collectin$ the primary dataH
all ha(e not #een used for the purpose of this project The ones that ha(e #een used areB
Guestionnaire
Informal Inter(ie!s
O#ser(ation
SECONDAR( DATA
Secondary data is collected from pre(ious researches and literature to fill in the respecti(e
project The secondary data !as collected throu$hB
Articles
=ournals
@e#sites
STATISTICA& TOO&S USED
/
The main statistical tools used for the collection and analyses of data in this project areB
Guestionnaire
Pie 0harts
Ta#les
SPSS
.
&IMITATIONS
:um#er of consumers and retailers sur(eyed may #e inade)uate to represent the !hole
scenario of the mar"et
:ot e(ery retailer I consumer ha(e positi(e attitude to!ards the sur(ey' so the
information collected may #e inaccurate
It is also possi#le that the respondent may ans!er accordin$ to !hat they thin" rather
they do
Some of the respondents are un!illin$ to ans!er #ecause they feel that such sur(eys are
of no use
The conclusions are dra!n on the #asis of response $i(en #y +, retailers and 1,,
consumers There is possi#ility of misunderstandin$ their (ie!s

1,
11
COMPANY PROFILE
COM'AN( 'RO%I&E
BRITANNIA
Britannia !as incorporated in 1.1/ as Britannia Biscuits 0o Ltd in 0alcutta In 1.+1' Pea
2rean 34 ac)uired a controllin$ sta"e' !hich later passed on to the Associated Biscuits
International 5ABI6 a 34 #ased company Durin$ the -7,s and- 8,s' Britannia e%panded
operations to &um#ai' Delhi and 0hennai <%ports of sea foods started in the -9,s In 1./9'
:a#isco' a !ell "no!n <uropean food company' ac)uired ABI In 1./.' = & Pillai' a
Sin$apore #ased :>I #usinessman alon$ !ith the ?roupe Danone ac)uired Asian
operations of :a#isco' thus ac)uirin$ controllin$ sta"e in Britannia Later' ?rop Danone
and :usli @adia too" o(er Pillai-s holdin$s
In 1.99' the ?o(ernment reser(ed the industry for small scale sector' !hich constrained
BritanniaEs $ro!th Britannia adopted a strate$y of en$a$in$ contract pac"ers 50P6 in the
small scale sector This led to se(eral inefficiencies at the operatin$ le(el In April -.9' the
?o(ernment dereser(ed the #iscuit sector from small scale Britannia has e%panded capti(e
manufacturin$ facilities and has moderni*ed and up$raded its facilities in the last fi(e
years It has also forayed into the Dairy Business !ith the launch of 0heese' Butter' ?hee'
Dairy !hitener and fla(ored mil" products
1+
'&ANT &OCATIONS
BritanniaEs plants are located in the 1 major metro cities ; 4ol"atta' &um#ai' Delhi and
0hennai A lar$e part of products are also outsourced from third party producers Dairy
products are out sourced from three producers ; Dynami% Dairy #ased in Baramati'
&aharashtra' &odern Dairy at 4arnal in Jaryana6 and Thac"er Dairy Products at Jo!rah
in @est Ben$al
BUSINESS
Britannia core #usinesses constitute of Ba"ery and Dairy products Ba"ery products
account for .,C of the re(enues and include Biscuits' Bread and 0a"e I >us" Dairy
products contri#ute to 1,C of Britannia-s annual turno(er of >s1AA/#n
Biscuits 5/+9C of turno(er6
>e(enues from #iscuit !ere >s11,9#n in 2K,1 The company sold +11'+11 tons of
#iscuits re$isterin$ a (olume $ro!th of 11C yoy Biscuit sales in (alue terms re$istered a
1A+C yoy $ro!th Britannia has a 1,C (olume share and 1/C (alue mar"et share in the
or$ani*ed #iscuit mar"et The company presently has an installed capacity of 111',,, tons
for #iscuits Production in 2K,1 !as 7.879 tons a$ainst 8+,A1 tons in 2K,, O(er 9,C of
#iscuits sold are outsourced #y the company
O(er the years' Britannia has introduced and de(eloped a full line of #rands in all se$ments
of the #iscuit mar"et The companyEs Ti$er ran$e of $lucose #iscuits ha(e #een a runa!ay
success' ena#lin$ the company to e%pand its presence in the lar$est $luco cate$ory of the
#iscuit mar"et In salty;s!eet se$ment Parle-s 4rac"jac" and Britannia-s 2ifty;2ifty
compete (ery closely Britannia-s other major #rands include &arie' Thin Arro!root'
Bour#on' &il";#i"is' :ice' Sna%' 0oconut 0runchies' Pure &a$ic' ?ood Day' =im;=am and
1A
0he""ers It has also launched #iscuits li"e Lita &arie?old' :utri;0hoice etc' under the
health positionin$
BREAD 6-789 O% TURNOVER:
Britannia-s #read #usiness has #een $radually de$ro!in$ year after year Bread sales at
>s1+,mn accounted for just 18C of turno(er in 2K,1' a$ainst 79C of turno(er in 2K,,
The company sold 1+17, tons of #read in 2K,1' a (olume de$ro!th of .1C yoy The
company has an installed capacity of 1+,,, tons
11
DAIR( 'RODUCT 607;9 O% TURNOVER:
The companyEs di(ersification into dairy #usiness has #een fairly successful Dairy product
sales !ere >s1A#n in 2K,1 The company has relaunched all its dairy products under the
&il"&an #rand name :e! fla(ors li"e &il"man 0old 0offee and &il"man Lassi ha(e
#een launched in fla(ored drin"s #esides &il"&an 0hocolate &il" and &il"man
Stra!#erry &il" 0heese' dairy !hitener' #utter and $hee are the other products sold under
the &il"&an #rand Britannia outsources its dairy products from Dynami% Dairy in
&aharashtra' &odern Dairy in Jaryana and Thac"er Dairy Products in @est Ben$al
Durin$ 2K,1 the company sold 1A,A. tons of dairy products' a 7,C yoy $ro!th o(er //+,
tons sold in 2K,, Britannia has in(ested >s7/Amn in the e)uity of Dynami% Dairy in
2K,1
The Dairy #usiness is proposed to #e di(ested into a =oint Lenture !ith the :e! Dealand
Dairy Board-s 2onterra 0ooperati(e Britannia hopes to $ain from the >ID support as !ell
as access to the international product portfolio of the =L partner
CAKE < RUSK 6*9 O% TURNOVER:
0a"e and >us" sales !ere >s+91mn 5+C of sales6 in 2K,1 Lolume $ro!th !as +8C yoy
!ith sales of A,/+ tons In (alue terms' sales $re! #y 1+C yoy
17
E='ORTS
Britannia has discontinued commodity e%port of Soya #ean <%port of marine products has
also declined si$nificantly The company no! mainly e%ports #iscuits and cheese to
nei$h#orin$ countries li"e Sri Lan"a and Africa
'ro#>ction ?reak>5
Period ended ,AM./ ,AM.. ,AM,, ,AM,1
:o of months 1+ 1+ 1+ 1+
'RODUCTION VO&UME 6UNIT:
Biscuits 5Ton6 1.'119, 7A',.+, 8+',A1, 7.'879,
Bread 5Ton6 7'8,+, ; ; ;
0a"e I >us" 5Ton6 +'+/+, +'/7/, +'.,7, +'1A.,
Dair@ India has emer$ed as the lar$est mil" producin$ country in the !orld
manufacturin$ /1mn tons of mil" pa Britannia-s dairy #usiness has #een $ro!in$ at a fast
pace on the lo! #ase Lolume $ro!th !as 7,C and (alue $ro!th !as 19C in 2K,1 In
(alue terms the Dairy #usiness contri#uted to 1,C of turno(er in 2K,1 Prior to the entry of
Britannia' the or$ani*ed mar"et for dairy products li"e #utter and cheese !as dominated #y
the re$ional mil" cooperati(es' such as Amul' Lijaya' etc Imported #rands are also freely
a(aila#le in the country today In the or$ani*ed domestic se$ment' Amul remains the
dominant player and !ill continue to #e a stiff competitor' $i(en its sourcin$ ad(anta$e and
mar"et sua(eness
NEW VENTURE
18
Britannia Industries Ltd 5BIL6 has entered into a joint (enture !ith the 2onterra
0ooperati(e $roup' :e! Dealand-s #i$$est company and a leadin$ dairy co;operati(e $roup
in the !orld
The ne! joint (enture !ould #e "no! as Britannia :e! Dealand 2oods pri(ate Ltd and
#oth the companies !ould hold 1. per cent sta"e each !hile a strate$ic partner !ill ha(e
the remainin$ + per cent' BIL said in a statement here on Tuesday
Ban$alore;#ased BIL !ould transfer its e%istin$ dairy #usiness to the ne! joint (enture'
!hich comes into effect from @ednesday The ne! company !ould #e en$a$ed in areas
relatin$ to sourcin$ manufacturin$ and distri#ution of mil" and mil" products in India
BIL chairman :usli @adia' in a statement' said the ne! company !ould ha(e full access to
2onterra-s >ID stren$ths to help in further up$radin$ product )uality and reducin$
production costs
The com#ined stren$th of the t!o !ould constitute a formida#le force in meetin$ consumer
needs and de(elopin$ presence in the dairy se$ment' he added
The joint (enture !ould #e uni)uely positioned to #ecome one of India-s leadin$ players in
the dairy se$ment
SWOT ANA&(SIS
STRENGTHS
19
>i$ht products' )uality and relia#ility
Superior product performance (s competitors
Brand Ima$e
Products ha(e re)uired accreditations
Ji$h de$ree of customer satisfaction
WEAKNESSES
Some $aps in ran$e for certain sectors
Processes and systems' etc
O''ORTUNITIES
Profit mar$ins !ill #e $ood
0ould see" #etter supplier deals
THREATS
Le$islation could impact
<%istin$ core #usiness distri#ution ris"
Ji$h (olumeMlo! cost mar"et is intensely competiti(e
1/
BRITANNIA 'RODUCTS
Britannia is recently re;launched its dairy products after a $ap !ith the mil" man #rand
name to compete !ith mainly Amul and Lijaya
MI&KMAN CHEESE
17 &ade e%clusi(ely from co!-s mil"
*7 Permitted emulsifiers' preser(ati(es and sta#ili*ers added
,7 Directly consuma#le
-7 :eed refri$erated stora$e
.7 3se in (arious food preparation
87 It is a protein rich product in pre di$ested form
MI&KMAN DAIR( WHITENER
It is dry mil" po!der comes in papers and Tin pac" It is ultimate of li)uid mil" for
preparin$ tea and other #e(era$es
MI&KMAN BUTTER
17 Ja(in$ ma%imum amount of mil" fat
*7 :eed refri$eration
,7 >efri$erated life in 1+ months
-7 Pac"ed in A1 foil pac"s
.7 Delicious taste and $ood spread a#ility
1.
MI&KMAN GHEE
17 ?ranular and !hite in colour
*7 0omplete mil" fat
,7 3sed as a coo"in$ medium
-7 Directly consuma#le
.7 Self life of 1+ months at friendly temperature
87 Jy$ienically pac"ed and prepared
/7 >ich source of ener$y
;7 Pleasant in fla(our
BRITANNIA BUTTER
Britannia Butter is made from Butter' 0ommon Salt' permitted natural colour; Annatto
COM'OSITION
17 &il" 2at /,C
*7 &oisture 18C
,7 Salt +7C
-7 0urd ,/C
CA&ORI%IC VA&UE /*+ KCA&7A1++G
S'ECIA& %EATURES
&ade from fresh cream #y modern continuous #utter ma"in$ machines &ar"eted in India
since 1 decades
BRITANNIA DAIR( WHITENER
+,
Britannia dairy !hitener is made from partially s"immed mil" and su$ar
Com5osition
17 &il" 2at +,C
*7 &il" Protein +1C
,7 0ar#ohydrates B
-7 Lactose AAC
.7 Su$ar 1/C
87 &inerals 7C
/7 &oisture AC
Ca"ori!ic Va">e -/+ kca"7A1++gm
Special 2eatures B
Pac"ed under an atmosphere of :itro$en' has e%cellent natural misci#ility 5!ithout the use
of lecithin6' has a fine $ranular te%ture A con(enient alternati(e to condensed mil"
&ar"eted in India since last 8 years
0heese Britannia Pasteuri*e Processed 0heddar
Britannia pasteuri*ed processed cheddar cheese is made from 0heese' Sodium 0itrate'
0ommon Salt' 0itric Acid' permitted natural colour ; Annatto <mulsifier and 0lass II
preser(ati(es
COM'OSITION
2at +9C
&oisture 17C
Proteins +AC
Added salt +7C
+1
0alorific LalueB A1, "calM1,,$
Special 2eatures B
&ade from $raded co!M#uffalo mil" usin$ micro#ial rennet
Britannia 0heese Spread
Britannia cheese spread is made from Soft 0heese' 0heddar 0heese and 0ommon Salt
COM'OSITION
17 2at 1/;+,C
*7 &oisture 8,C
,7 Protein 11;17C
-7 Adds Salt 1/C
.7 Sodium 0itrate +7C
87 0alorific (alue B +1, "calM1,,$
++
S'ECIA& %EATURES
Ji$hly accepta#le product made from the most modern dairy plant throu$h a special
formulation
BRITANNIA 'URE GHEE
&ade from fresh cream has topical rich aroma and $ranular An ethnic product made #y
dairies !ith decades of e%perience
COM'OSITION
17 &il" 2at ..9C
*7 &oisture ,AC
0alorific LalueB .,, "calM1,,$
Special 2eaturesB
&ade from fresh cream Jas typical rich aroma and $ranular te%ture An ethnic product
made #y dairies !ith decades of e%perience A rich source of Litamin A' D' < and 4
+A
'ERS'ECTIVE
The Operation 2lood 5O26 pro$ram initiated #y :DDB in 1.9, !as a planned attempt to
re(i(e IndiaEs Dairy Industry from a premature sta$nation The O2 pro$ram not only
propelled the $ro!th of dairy de(elopment in India' it also helped India #ecome the !orldEs
lar$est mil" producer
O2 enhanced the incomes and )uality of life for millions of IndiaEs dairy farmers' most of
them poor and many of them !omen It has #ecome IndiaEs lar$est Dairy De(elopment
Pro$ramme
O2 51.9,;1..86 created a stron$ foundation to transform IndiaEs dairy sector into a (i#rant
#usiness acti(ity It pa(ed the !ay to ta"e up ne! initiati(es and create ne! conditions to
firm up IndiaEs !orld leadership in mil" production The ne! challen$e for the Dairy
Industry !as to e%plore !ays to emer$e stron$er usin$ the net!or" created under O2 The
response is Perspecti(e +,1,' a plan that attempts to ta"e the dairy cooperati(e mo(ement
to its hi$hest potential
Perspecti(e +,1, focuses on four "ey areas These include Stren$thenin$ 0ooperati(es
Business' Production <nhancement' Assurin$ Guality and creatin$ a :ational Information
:et!or" The State &il" &ar"etin$ 2ederations and the &il" ProducersE 0ooperati(e
3nions' the architects and "ey #eneficiaries ha(e identified the thrust areas The plan is
desi$ned "eepin$ at helm the #enefit to farmers at lar$e :DDB facilitated the plannin$
process and !ill pro(ide technical support and need;#ased finance for implementin$
Perspecti(e +,1,
+1
C&ASSI%ICATIONS O% 'RODUCTS
DE&HI)s Mi"k 'ro#>ct MiB
%">i# Mi"k -87+9
G$ee */7.9
B>tter 87.9
C>r# /7+9
K$oa 6'artia""@ De$@#rate# Con#ense# Mi"k: 87.9
Mi"k 'oC#ersD inc">#ing IM% ,7.9
'aneer < C$$ana 6Cottage C$eese: *7+9
Ot$ersD inc">#ing CreamD Ice Cream 17+9
Tota" 1++97
+7
46.0
27.5
6.5
7.0
6.5
3.5
1.0
2.0
%luid &ilk
'hee
Butter
!urd
(hoa )Partially *ehydrated !ondensed &ilk+
&ilk Powders, includin# ,&%
Paneer - !hhana )!otta#e !heese+
.thers, includin# !ream, ,ce !ream
MODERN TRADE STORES O% SOUTH DE&HI
BI? APPL< 5<AST O2 4AILASJ6
+1 N 9 Lajpat :a$ar I ?4;II
2ood Plus 5?4;II6
&ornin$ Store 5?4;I6
Star Ba*ar 54ailash 0olony6
Sa#"a Ba*ar 5:20' 4?' 4al"aji' Lajpta :a$ar6
+8
Items 6Dair@ 'ro#>cts:
T@5es o! C$eese
17 C$eese Item
0heese 0i"a 5:atural 0heedar6
0heer Spread O Plain &asala Jer#' &inty 0oriander' Peppy 0ilantro' Sour
0ream I Onion
0heese 0u#e
0heese Slice
0heese Dip
Pi**a 0heese
*7 Dair@ W$itener
,7 G$ee
-7 B>tter
+9
+/
DATA ANALYSIS

DATA ANA&(SIS
2actors responsi#le for inconsistent sale of DAI>K P>OD30TS are analy*ed under the
follo!in$ heads
A7 Cons>mer s>rEe@ 6St>#@ o! cons>mer ?e$aEior:
B7 Retai"er s>rEe@
CONSUMER BEHAVIOR
0onsumer #eha(ior is the #eha(ior that a consumer e%hi#its #efore #uyin$ a product' !hile
usin$ the product and after usin$ the product So consumer #eha(ior plays important role in
influencin$ the demand of a product 0onsumer #eha(ior is unpredicta#le it can #e
predicted if !e "no! the eatin$ ha#its of the consumers To study the consumer #eha(ior
for dairy products follo!in$ points are studied
+.
BRAND AWARENESS
A Brand is a name' term' si$n' sym#ol' or a com#ination of them' intended to identify the
$oods or ser(ices of one seller or $roup of sellers and to differentiate them from those of
competitors
A #rand is essentially a seller-s promise to consistently deli(er a specific set of features'
#enefits and ser(ices to the #uyers The #est #rands con(ey a !arranty of )uality
To study the #rand a!areness for dairy products' 18, people !ere as"ed that !hether they
"no! a#out dairy products of Britannia or notP
Out of 18, people sur(eyed' 11, !ere found a!are of Britannia dairy products That
means 9A97C people !ere a!are of Britannia dairy products And only +8+7C !ere not
2rom the a#o(e analyses !e can say that Britannia dairy products' ha(e a(era$e #rand
a!areness

A,
%RE4UENC( O% CONSUM'TION O% BRITANNIA DAIR(
'RODUCTS7
The sale of a product is (ery much influenced #y the fre)uency of consumption of that
product If the fre)uency of consumption is re$ular' then the sales increase consistently
!ith addition of ne! consumers
To study the "ind of consumers for Britannia dairy products !hether re$ular or occasional
Sur(ey of 17, consumers is done and follo!in$ data is recorded
A1

/
1/
/
$/
0/
1/
2/
3/
4/
5/
1//
re#ular consumers occasional consumers
As the re$ular consumers of Britannia dairy products are only 1+88C and occasional
consumers are 79AAC this causes inconsistent sales
A+
>e$ular consumers 81
Occasional
0onsumers
/8
Total consumers
sur(eyed
17,
>easons for hi$her occasional consumer purchase for Britannia Dairy
Products areB ;
17 People do not ha(e the ha#it of consumin$ dairy products daily
*7 People a(oid fat food #ecause of fear of health pro#lems
,7 People find it e%pensi(e so it cannot #e consumed re$ularly

AA
IN%ORMATION SOURCE %OR BRITANNIA DAIR( 'RODUCTS
In dairy industry the demand of a product (ery much depends on ad(ertisement It is the
only source that moti(ates a consumer to purchase a particular product So here an attempt
is made to find out the most effecti(e media for Britannia dairy products
O>t o! 1.+ cons>mers s>rEe@e#


A1
TLADL<>TIS<&<:TS 1A/
BOA>DS 9
><TAIL<>S 7
2>I<:DS +
BOTJ TL I ><TAIL<>S
7
BOTJ TL I BOA>DS A
TOTAL 0O:S3&<>S S3>L<K<D 17,
.+
18
A1
,
A
+1
TL ADL<>TIS<&<:T
BOA>DS
><TAIL<>S
2>I<:DS
BOTJ TL I ><TAIL<>S
BOTJ TL I BOA>DS
A7
TL Plays an important role in promotin$ Britannia dairy products .+C consumers are
moti(ated throu$h TL ad(ertisements' 18C throu$h Boards' AAC are throu$h >etailers'
AC throu$h #oth >etailers and TL ads' and +1C throu$h TL I Boards
So from the a#o(e analysis !e can say that TL I #oards are playin$ important role in
promotin$ Britannia dairy products
A8
RE&ATION BETWEEN DEMAND %OR BRITANNIA DAIR(
'RODUCTS AND CONSUMER AGE7
<(ery product has a tar$et a$e $roup consumers and it is positioned accordin$ to that To
study the tar$et a$e for #ritannia dairy products a )uestion !as as"ed' !hether they
purchase Britannia dairy products for there family or not If yes then !hich a$e $roup
demands more for #ritannia dairy productsP
Out of 17,consumers sur(eyedB ;
98C said Kes purchase for family
+1C said do not purchase for family
A9
'URCHASE %OR %AMI&(
A/
Out of 98C' !ho purchase #ritannia dairy products for their family' they purchase #ritannia
dairy products for follo!in$ a$e $roup

2rom the a#o(e analysis it can #e said
that jointly 17;+7 56 is the tar$et a$e $roup for
#ritannia dairy products So the
ad(ertisement and promotional acti(ities
should #e accordin$ to this a$e $roup
BRITANNIA DAIR( 'RODUCTS AS REGU&AR %OODF
Britannia dairy products is a product !hose pac"in$' si*e' shape and crunchiness ma"es it
loo" ?OOD @hen people !ere as"ed ho! they (ie! #ritannia dairy products as
><?3LA> 2OODP The follo!in$ results !ere recorded
A.
AGE GROU'
6(EARS:
NO O%
'EO'&E
.G1+ *
1+G1; 1-
1;G*. .+
*. ONWARDS -;


,
1,
+,
A,
1,
7,
8,
17 to +7
+7
On!ards
1, to 1/ 7 to 1,

Out of 17, consumers sur(eyed
11+ consumers ie 78C (ie!s #ritannia dairy products as a re$ular foodI // consumers
ie 11C(ie!s as a optional food

12
00
biscuits
chips re#ular

1,
KIND O% 'URCHASE %OR BRITANNIA DAIR( 'RODUCTS
To study the purchase cate$ory of #ritannia dairy products !hether planned or impulse a
)uestion !as as"ed in the )uestionnaire that ' !hat "ind of purchase they ma"e of #ritannia
dairy productsP
2ollo!in$ results !ere recorded
'&ANED
'URCHASERS
80
IM'U&SIVE
'URCHASERS
;1
TOTA& 1.+
So from the a#o(e analysis !e can say that #ritannia dairy products is more in impulse
purchase cate$ory' as !e "no! products of impulse purchase cate$ory needs (ery hea(y
ad(ertisement
11
CHANGE IN THE CONSUM'TION O% THE BRITANNIA
DAIR( 'RODUCTS7
@hen people !ere as"ed !hether they ha(e recorded any chan$e in their consumption of
#ritannia dairy products #y last A;1 months or not
2ollo!in$ results !ere recorded
O>t o! 1.+ cons>mers s>rEe@e#G
No C$ange Increase# Decrease#
0, ,; 10


1+
So !e find that the majority of consumers 8+C' has recorded no chan$e consumption of
#ritannia dairy products Only +7C consumers as per sur(ey ha(e recorded increase and
1AC consumers has recorded decrease in the consumption of Britannia dairy products
B7 RETAI&ERS SURVE(
In Britannia dairy products' due to Brand clutter there is (ery tou$h competition and (ery
less product differentiation The consumer lea(es his decision on the retailer :o! day-s
consumer simply as"s the retailer for a s!eet or fat cheese productst It is up to the retailer
!hich product he offers' so the retailer is "in$ in dairy products
In retailer sur(ey an attempt is made to study follo!in$ issues
17 @hat moti(ates a retailer to sell #ritannia dairy productsP
*7 @hether retailer push ener$y influence the demand of Britannia dairy products or
notP
,7 Pro#lems faced #y the retailers in sellin$ #ritannia dairy productsP
1A
WHAT MOTIVATES A RETAI&ER TO SE&& BRITANNIA DAIR(
'RODUCTSF
There are a lot of factors that a retailer see"s from the company to sell a particular product
2or #ritannia dairy products !hen this )uestion !as as"ed to the retailers' they su$$est lot
of factors #ut the common factors they replied !ere follo!in$
MARGIN
SCHEMES
'RO'ER SU''&(
CREDIT
RE'&ACEMENT
Ji$her mar$in is the most important thi$h that a retailer see"s from a company ?enerally
the decision of a retailer to sell a particular product is dominated #y the comparison of
mar$in !ith other products of that "ind
The retailers compare #ritannia dairy products !ith #oth amul and mother dairy Because
Britannia dairy products are han$ed !ith $ood )uality so they are close competitor of
amul
Second main thi$h that moti(ates a retailer is the schemes !ith the products 0ommonly
companies use to pro(ide (arious retailers schemes to attract them to sell their product The
most common schemes are some $ift items' free samples' discounts on #ul" purchase Same
is in case of #ritannia dairy products the retailers often see"s for schemes #ritannia dairy
11
products is pro(idin$ (arious retailers time to time :o! a days the scheme !ith #ritannia
dairy products is a free pac" of #iscuits !ith purchase of cheese
Proper supply is the thi$h that retailers !ant In case co #ritannia dairy products' as dairy
products is in the cate$ory of impulse purchase' it should #e han$ed at front and the supply
should #e re$ular
Another important thin$ that the retailer see"s is the credit facility The retailers of #ritannia
dairy products ha(e to in(est a hu$e amount in "eepin$ (arious "inds of dairy products
Small and e(en #i$ retailers ha(e some time pro#lem in "eepin$ stoc" of #ritannia dairy
products As the sales of #ritannia dairy products are not so $ood and retailers are not a#le
to sell the stoc" for a lon$er period' so they need credit facility
>eplacement of the products !ith complaints is another factor that a retailer !ants from a
company &any times in case of pac"ed food there are complaints of rat #itin$ and
#ro"ered in !hich the retailer cannot #e held responsi#le It is !ith #ritannia dairy products
the retailer ha(e pro#lems of air lea"a$e and rat #itin$ and they !ant replacement if u !ill
purchase a retailer can enjoy these schemes
17
S"ims
0heese Slice 58,pcs6
0heese 0u#e 58,pcs6 1+ Bour#on Biscuits free
0heese Spread 58,pcs6
0heese 0i"a5A,pcs6
0heese Tin 5A,pcs6 1+ Bour#on Biscuits free
Butter 517 "$6 9 Bour#on Biscuits free
?hee 51"$6 1 ?ood Day Biscuits free
Dairy !hitener 51+"$6 19 7,;7, Biscuits free
18
0
10
20
30
40
50
60
70
cheese butter dairy whitener ghee
market share
SURVE( RESU&TS %OR MARGIN WITH BRITANNIA DAIR(
'RODUCTS
Out of +,, retailers sur(eyed 189 5/11C6 reported that the mar$in is $ood !ith #ritannia
dairy products and A951/8C6 reported poor mar$in

NOTE G
Jere !e can find that the majority of retailers ha(e reported that the mar$in is o" or $ood
!ith #ritannia dairy products Accordin$ to some retailers if the demand is $ood for a
product then its mar$in do not matters So company must focus on increasin$ the demand
19
SURVE( RESU&TS %OR SU''&( O% BRITANNIA DAIR(
'RODUCTS
>e$ardin$ the supply of #ritannia dairy products the results are not fa(ora#le to company
The supply of #ritannia dairy products is not (ery $ood 2rom retailer sur(ey it is analy*ed
that' only 1+1 58+7C6 retailers has on time supply and rest 98 5A/7C6 has (ery poor
supply
NOTE
The retailers !ho ha(e recorded poor supply of #ritannia dairy products' most of
them are facin$ this pro#lem just after the separation of distri#utors for #ritannia
dairy products from other products of Britannia
1/
1.
CONCLUSION

CONC&USION
ADVERTISEMENT DE'ENDENT DEMAND
The demand of #ritannia dairy products depends hea(ily on ad(ertisement If the
ad(ertisement is re$ular and fre)uency is hi$h then the demand is also hi$h
The demand of dairy products !as not so $ood #efore fi(e to si% months Due to that
many retailers stop sellin$ #ritannia dairy products This causes instant slump in the
demand of #ritannia dairy products
The third main reason for the slo! do!n in the demand of #ritannia dairy products
!ould #e poor distri#ution system of #ritannia dairy products After the separation of
the distri#ution of #ritannia dairy products from other products' the supply of #ritannia
dairy products !as not proper The retailers are $ettin$ the supply once in one or t!o
months
Introduction of ne! schemes !ith other products li"e amul' mother dairy products also
affect the demand of #ritannia dairy products
Ji$her impulsi(e and occasional purchase is also the reason for the up I do!ns in the
sale of #ritannia dairy products

7,
71
FINDING

%INDINGS
The major findin$s of the project are enumerated as follo!sB
Trainin$ is considered as a positi(e step to!ards au$mentation of the "no!led$e #ase
#y the respondents
The o#jecti(es of the trainin$ pro$rams !ere #roadly "no!n to the respondents prior to
attendin$ them
The trainin$ pro$rams !ere ade)uately desi$ned to cater to the de(elopmental needs of
the respondents
Some of the respondents su$$ested that the time period of the trainin$ pro$rams !ere
less and thus need to #e increased
Some of the respondents also su$$ested that use of latest trainin$ methods !ill enhance
the effecti(eness of the trainin$ pro$rams
Some respondents #elie(e that the trainin$ sessions could #e made more e%citin$ if the
sessions had #een more interacti(e and in line !ith the current practices in the mar"et
The trainin$ aids used !ere helpful in impro(in$ the o(erall effecti(eness of the
trainin$ pro$rams
The trainin$ pro$rams !ere a#le to impro(e on;the;jo# efficiency
Some respondents also recommended that the num#er of trainin$ pro$rammes #e
increased
7+

7A
RECOMMENDATIONS

RECOMMENDATIONS
The su$$estions' if adopted then the company may e%pect no further up and do!ns in the
sales of #ritannia dairy products and sales !ill definitely increase !ith consistency
After the sur(ey of 17, consumers I +,, retailers the conclusion comes out that' there
is need to impro(e the distri#ution system of #ritannia dairy products It is noted that
supply is mostly re$ular at shops !ith hea(y in(estment and are placed at centre of
$ood residential places' such as Sa#"a Ba*ar' Apana #a*aar &any retailers do not ha(e
re$ular supply
The areas such as ala"nanda' "al"aji' $";1' South e%' r" puram has (ery poor supply
Some of the retailers ha(e reported supply once in one ; t!o months The suppliers are
i$norin$ small retail shops
So the most important thi$h is to impro(e the supply in #oth small I lar$e shops
#ritannia dairy products is a product mostly li"ed #y the 17;+1 a$e $roup as per
sur(ey' So there is need to start some schemes for youth to moti(ate them to purchase
#ritannia dairy products
#ritannia dairy products has hi$her impulse purchase than planed so to increase in the
planed purchase the fre)uency of ad(ertisement should #e increased
Attracti(e han$ers or stands should #e pro(ided to the retailers so that they can easily
put the #ars of #ritannia dairy products out side to increase in sales #y increase in
impulse purchase
>etailer is the "in$ in the dairy products >etailer push ener$y also !or"s in promotin$
the sales of #ritannia dairy products So there is need to moti(ate the retailer throu$h
re$ular retailers schemes
71
2or e$
Pepsi is $i(in$ one #ottle free on the purchase of one crate of 7,, ml
&DJ is $i(in$ special discount on the purchase of more than >s 7,,
The )uantity in the small pac" for >s 1 is less 5+, $m6 The pac" should #e priced for >s7
and the )uantity should #e increased #y1, $m
Introduction in ne! s!eet I salty fla(ors
Due to introduction of ne! fla(ors the in(estment of retailers
In #ritannia dairy products has increased :o! they ha(e to in(est four times in the
#ritannia dairy products The demand of #ritannia dairy products is not so $ood ' so they
must #e $i(en credit period of t!o !ee"s
Other su$$estion $i(en #y the consumers includesB
>eduction in the saltness
Impro(ement of taste
2ollo!in$ S@OT analysis is #ased on the researcher-s o#ser(ation of the mar"et !hile
conductin$ the research and project-s data analysis
77
ANNE=URES
4>estionnaire to st>#@ t$e cons>mer ?e$aEior !or Britannia)s #air@
5ro#>cts7
P<>SO:AL D<TAIL<S Date B
Place B
:ame
A$e
Profession
Address
1 A>< KO3 A@A>< O2 B>ITA::IA-S DAI>K P>OD30TSP
5a6 K<S
5#6 :O
+ JAL< KO3 T>I<D 0J<SS< P>OD30TSP
5a6 K<S
5#6 :O
A DO KO3 0O:S3&< DAI>K @JIT<:<> ><?3LA>LKP I2 :OT @JKP
5a6 K<S
5#6 :O
78
1 @JI0J TKP< O2 0J<SS< DO KO3 LI4< &OSTP
5a6 0J<SS< 03B<
5#6 0J<SS< TI:
506 0J<SS< SLI0<
5d6 0J<SS< PIDDA
7 JO@ DO KO3 0O&< TO 4:O@ ABO3T 0J<<S< P>OD30TSP
5a6 T L ADL<>TIS<&<:T
5#6 BOA>DS
5c6 ><TAIL<>S
5d6 2>I<:DS
8 O: @JAT O00ASIO:S DO KO3 LI4< TO 0O:S3&< 0J<SS< P>OD30TSP
5a6 QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
5#6 QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
5c6 QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
79
9 @JAT 4I:D O2 P3>0JAS< DO KO3 &A4< O2 DAI>K P>OD30TS
5a6 PLA::<D
5#6 I&P3LS<
/ JO@ DO KO3 LI<@ B>ITA::IA DAI>K P>OD30TS ASP
5a6 ><?3LA> 2OOD
5#6 OPTIO:AL 0O:S3&PTIO:
. JO@ DO KO3 2<<LS O2 S3BSTIT3TI:? TJ< 0O:S3&PTIO: O2 0J<<S<
@ITJ B3TT<>P
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
1, 5B6 @JI0J A?< ?>O3P O2 KO3> 2A&ILK D<&A:DS &O>< 2O> DAI>K
P>OD30TSP
5a6 7 O 1,
5#6 1, O 1/
5c6 1/ O +7
5d6 +7 O O:@A>DS
7/
11 DO KO3 TJI:4 B>ITA::IA DAI>K P>OD30TS D<LIL<>S B<ST LAL3<
2O> KO3> &O:<KP
5a6 K<S
5#6 :O

1+ DO KO3 JAL< ><0O>D<D A:K 0JA:?< I: KO3> 0O:S3&PTIO: O2
DAI>K P>OD30TS BK TJ< LAST TJ><< TO 2O3> &O:TJSP
5a6 :O 0JA:?<
5#6 I:0><AS<D
5c6 D<0><AS<D
1A @JAT 4I:D O2 0O&&<:TS' <ITJ<> 2ALO>ABL< O> 3: 2ALO>ABL<
DO KO3 ><0<IL< 2>O& TJ< ><TAIL<>S @J<: KO3 AS4 2O>
B>ITA::IA DAI>K P>OD30TSP
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
11 KO3> 0O&&<:TS A:D ><0O&&<:DATIO:SP
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ

7.
8,
BIBLIOGRAPHY
BIB&IOGRA'H(
1. Confederation of Indian Ind!trie!
". ###.indianinfo$ine.%o&
'. ###.indiandair(.%o&
4. ###.)ritannia.%o&
5.www.amulindia.com
81