CHAPTER-1

1
 EXECUTIVE SUMMARY

The project titled "A study on the distribution channel of Britannia bread in Haldwani city" is based
on the primary & secondary data research to analyze the Retailers & Consumers perception and
coverage of the Britannia bread in the market.

This project also focuses on some specific points regarding quality, supply time, man power,
display & visibility & some regional factors i.e. nature of SKU, consumption patters which affects
the demand and ultimately sales of Britannia Bread.

This internship report regarding the Britannia bread is not like any other projects, this report give the
clear picture of bread market awaiting for the Britannia and there is far way to go to capture the
market of bread. It useful form both the sides i.e. for company it will be base for making further
steps for increase the sales and for those who are want research on the same topic will get the clear
idea of the distribution channel and the factors affecting for the same.

This study just not include the research but also it define the in depth study of Britannia
Marketing mix and competitive existence in the market, awareness of the product among target
market and last but not the least researcher's observation with the suggestion for betterment of the
Britannia to capture the local market.

2
 OBJECTIVES OF THE STUDY

1- To study different marketing channel of the company.

2- To analyze effectiveness of channel members of Britannia Bread

in Haldwani.

3- To analyze satisfaction level of channel members towards distribution policies of the company.

4- Find the depth and width of distribution channel adopted by Britannia Industries Ltd.

5- To compare channels of distribution with that of competitors.

6- To care and contact with the working of an organization.

7- To see different types of marketing activities.

3
 SCOPE OF THE STUDY

The scope of study of distribution channel of Britannia ltd. helped me to know about the market
trend, demands & consumption patterns, future prospects in terms of potential growth, consumer taste
& buying behavior for the Britannia bread product & other aspects related to channel & network i.e.-
distribution, at the same time some product in the entire process could also be taken into
consideration for the solutions as well as betterments.

 To study & adjudge the relationships & association.

 To study of distribution channel of Britannia ltd. Industries. The dealer &
company.
 Identifying those attributes on the basis of which the dealer selects the product
Britannia ltd.
 To know about the credit policy of the company.
 Popularity of company products among customers.
 To analyze the order quoted by the dealer & its fulfillment made by the
company.

4
CHAPTER-2

5
 INTRODUCTION OF COMPANY

The story of one of India's favorite brands reads almost like a fairy tale. Once upon a time, in 1892 to
be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an
initial investment of Rs. 295. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of
electricity, Britannia mechanized its operations, and in 1921, it became the first company east of the
Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly,
Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II,
the Government reposed its trust in Britannia by contracting it to supply large quantities of "service
biscuits" to the armed forces.

As time moved on, the biscuit market continued to grow and Britannia grew along with it. In 1975,
the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now
distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding
crossed 60%, firmly establishing the Indianans 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 cores 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 recognized 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

6
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 populations 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 savor the
results, happily ever after.

INDIA BREAD HISTORY

The Bread industry is low-tech and low margin industry. In 1977, the Government of India had
reserved bread industry for small scale industries (SSI). The then existing two large units viz.
Britannia Industries Limited and Modern Food Industries Ltd. Were however allowed continuing on the
basis of their respective existing installed capacity.

35 % of the total production comes from the small scale sector with about 1500-1800 units in
operation. The organized sector accounts for 20% of the total production. The balance production
comes from the unorganized traditional bakery units operating under cottage tiny sector numbering
approximately 65000 units in the country. BIL & MFIL are having a market share of 10-12% and
78% respectively. Apart from big players like BIL & MFIL regional players such as Spencer's in
South India, Vibbs in Maharashtra, Harvest Gold and Perfect in Delhi etc.

7
REGISTERED OFFICE
5/1A Hungerford Street,
Kolkata -700 017
West Bengal
Ph: 033 - 2287 2439 / 2287 2057
Fax: 033 - 2287 2501

EXECUTIVE OFFICE
Britannia Industries Limited
Prestige Shantiniketan, Tower C,
The Business Precinct, 16th & 17th Floor,
Whitefield Main Road, Mahadevapura Post,
Bangalore - 560 048
Ph: 080 - 3940 0080
Fax: 080 - 2526 3265 / 2526 6063

RESEARCH & DEVELOPMENT CENTRE

Plot # 23
Bidadi Industrial Area, Bidadi
Ramanagara District
Bangalore 562109
Karnataka
Ph: 080 – 30788300

8
 BOARD OF DIRECTORS

Name Designation

Mr. Nusli Neville Wadia Chairman

Mr. Varun Berry Managing Director

Mr. A.K.Hirjee Director

Dr. Ajai Puri Director

Mr. Avijit Deb Director

Mr. Jeh N Wadia Director

Mr. Keki Dadiseth Director

Mr. Nasser Munjee Director

Mr. Ness Nusli Wadia Director

Mr. Nimesh N Kampani Director

Mr. Pratap Khanna Director

Mr. S.S.Kelkar Director

Dr. Vijay L. Kelkar Director

9
MANAGEMENT TEAM

10
 PRODUCT

In present time Britannia Industry Limited made following S.K.U.:-

Jumbo value long bread 700gm
Premium bake tutti fruity bread 200g
Premium bakes fruit bun 170g
Daily fresh whole wheat bread 400 g
Premium bake vitamin enriched 400g
Premium bake pav 300gm
Daily family large bread 400gm
Popular bread 400 gm
Premium bake pav 400gm
Popular bread 200 gm
Daily fresh family slice 500 gm

COMPETITORS

Laxmi
Colori
saas
Capital goldz
Modem
Nimbus
Harvest

11
 MILESTONE

1892
Established in Kolkata with an investment of just Rs. 295.

1918
The Company was incorporated on 21st March, as a Public Limited Company under the
Indian Companies Act, VII of 1913. The company manufactured bakery and soya bean
products and exported cashew kernels and sea food products.

1921
The Company obtained a priority of Certificate and imported new machinery thereby
becoming the first biscuit company in India to install and run a gas oven plant.

1924
A new factory was established at Kasara Pier Road in Mumbai. In the same year, the
Company became a subsidiary of Peek,Frean&Co.Ltd., U.K.,a leading biscuit
manufacturing company, and further strengthened its position by expanding the factories
at Calcutta

1939-45
A large part of the Company's production was diverted to war effort on account of World
War II and at times as much as 95% of the total capacity was booked for the production of
Service Biscuit.

1952
The Calcutta Factory was shifted from Dum Dum to spacious grounds at Taratola Road in
the suburbs of Calcutta. During the same year automatic plants were installed there and
later in Mumbai in 1954.

1954
The development of high quality sliced and wrapped bread in India was pioneered by the
Company and was first manufactured at Delhi.
1955
Britannia launches the delicious Bourbon biscuit in India.

12
1963
Britannia Cakes hit the markets.

1975
Britannia takes over biscuit distribution from Parry's

1976
Britannia Bread is introduced in Calcutta and Chennai

1978
The Indian share holding in the company crosses 60%

1979
With effect from 3rd October, the name of the Company was changed from the Britannia
Biscuit Co., Ltd., to Britannia Industries Ltd.

1980
The Company signed a 10 year technical collaboration agreement with Nebico Pvt. Ltd.,
Nepal, for the supply of know-how relating to manufacturing, packaging and marketing of
biscuits and selection of plant and machinery.

1983
Sales cross Rs. 100 crores.

1986
The turnover increased by 19.4% over the previous year to Rs 192.15 crores. Good Day, a
new biscuit launched during the year met with good response.
1987
In (16 months), the total sales turnover increased on an annualized basis by 38.7% over
the previous year. Increase in sales of bakery and soya products divisions and higher
cashew exports helped to realize higher sales. With the introduction of some more brands
during the year, the total biscuit brands of the bakery division reached 27. The soya
products division introduced a range of extruded products under the brand name VITAL
FEAST.

13
1989
The Company launched new brand of biscuit, namely, CIRCUT'. Another brand PURE
MAGIC was extended nationally and pista badam was added to GOOD DAY range of
biscuits. The Executive Office of the company moves to Bangalore.

1990
Two new brands of biscuits, Elaichi Cream and Petit Beurre are launched. A new Cashew
Badam variant of the brand Milk Bikis and Pure Magic biscuit vanilla flavor is launched.

1992
Britannia celebrates it Platinum Jubilee!

1993
The Wadia Group acquires a claim in the company and becomes an equal partner with
Group Danone. Britannia also launches Little Hearts and 50-50 biscuits.

1994
Annual volume produced crosses 1 lakh tonne of biscuits. This year Britannia launches
Baker's Choice and Thinlite - aimed at the health conscious consumer.

1995
Britannia identifies a new mission - to make every 3rd Indian a Britannia consumer. It
also changes its corporate identity to "Eat Healthy, Think Better"

1996
Britannia Marie Gold and Milk Bikis Milk Cream perform exceptionally well in the
market and the company's profits improve despite the slowdown in the economy.

1997
Britannia launches its Dairy products. Britannia also launches Tiger biscuits, Chekkers
and Jim Jams.

1998
The company launches Half/Half, a soft cake filled with cream in two variants, chocolate-
vanilla and vanilla-orange.

14
1999
Britannia launches its brand of flavored milk and the famous Britannia Encyclopedias.

2000
Britannia Industries launches the hugely successful campaign `Britannia Khao, Cricketer Ban
Jao'. It also launches the product Vita Mariegold in this year. Britannia also launches
Milkman Lassi and Milkman Cold Coffee. Britannia was voted in Top 300 small
companies by Forbes Global.

2001
Britannia Industries launches Britannia Milkman Milk in Delhi. Britannia is
acknowledged as No.1 food brand of India by Economic Times Brand Equity survey.

2002
Britannia Industries Ltd announced on March 26, 2002 that it has entered into a joint
venture with the Fonterra Cooperative Group, New Zealand's biggest company and one of
the leading diary co-operative groups in the world. Britannia's new COO is Nikhil Sen.

2004
Britannia was accorded the status of being a 'Super brand'. Volumes crosses 3, 00,000
tonnes of biscuits. Good Day adds Choconut to its range.

2005
Re-launches the brand Tiger, with the highly successful slogan - 'Swasth Khao, Tiger Ban
Jao' and also launches 50-50 Pepper Chakkar.

2007
Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a
70 percent beneficial state in the Dubai-based Strategic Foods International Co. LLC and
65.4% in the Oman-based Al Sallan Food Industries Co. SAOG. Britannia launches
NutriChoice - the first of its kind of biscuits in India - with no added sugar.

2009
Britannia takes full control of Daily Bread. Britannia New Zealand Food (BNZF) became
a BIL subsidiary after BIL bought out New Zealand's Fonterra from the existing joint
venture. BNZF was renamed Britannia Dairy Pvt. Ltd. (BDPL). Britannia became the first
Bakery brand in India to remove trans-fats from 99.9% of its products. Wadia Group
became the largest shareholder in BIL after acquiring stake holdings from Group Danone.

15
 2010
Britannia Industries Ltd has appointed Dr. Vijay L. Kelkar as an additional Director on
the Board of the Company with effect from May 28, 2010.

2011
Britannia received the Most Respected Company Award 2011 from Business world.
Bourbon received the Most Popular Confectionery Product Preferred by Youth (Biscuit)
Award.
 Britannia Bread launched its new range of Health Breads in Delhi in November. The
range consists of Honey & Oats Bread, Multi-Grain Bread, and 100% Whole Wheat
Bread and Multi-Fiber Bread.
 Britannia was honored with `Creative HR Practices Award' by Employer Branding
Institute, India.
 IMC Ramakrishna Bajaj National Quality Award 2011 was awarded to Britannia
Industries Limited.
 The Modern Trade team of Britannia was honored with Winner-BEST BAKERY
SUPPLIER award for the year 2011-12, at the 1st SPENCER'S Best Supplier Awards
2012 on 22nd June.

2012
Britannia was awarded the Global Performance Excellence Award (GPEA) by Asia
Pacific Quality Organization (APQO).

16
CHAPTER-3

17
 INTRODUCTION OF TOPIC

Marketing is the social managerial process by which individual and groups achieve what they need
and want through crating offering and enhancing product of value in the market. a market is a
someone seeking one or more that might engage in an exchange of values. This definition carries
several major insights.

Functions of Channel Intermediaries

 Recognize the needs of producers and consumers.

 Improve efficiency by reducing the number of transactions and creating bulk for
transportation.
 Improve accessibility.
 Provide specialist services.

Channel Distribution for Consumer Goods

 Zero Level Channels:
Manufacturer---- consumer
(Direct marketing includes use of personal selling, direct mail, telephone selling and internet.
Examples are Avon Cosmetics, Aqua guard, Amazon. Com)
 One Level Channels:
Manufacturer---Retailer---Consumer
(It is economical for producers to supply directly to retailers than through wholesalers.
Supermarket chains and Wal-Mart are examples)
 Two Level Channels:
Manufacturer--- Wholesaler--- Retailer---Consumer
(Wholesalers buy in bulk from producers and sell smaller quantities to retailers)
 Three Level Channels:
(Producers delegate the task of selling their products to an agent who contacts wholesalers and
receives commission on sales. Prevalent in foreign operations)

18
 4P's of Britannia

Product
Rather than venture into new product categories, Britannia has used line extension, staying within
existing categories and introducing product variations (often around nutritiousness). One recent
Visible area of innovation has been packaging, with the introduction of low-price, small-quantity
packs, known as nano packs. By and large then, the strategy has been a conservative one, building on
existing strengths, rather than creating ones from scratch.

Promotion
The success of Britannia's brands has been the result of sound product quality and astute advertising.
In the food business, marketing is a key to success.
"The major competitors in the bread market all have good distribution systems and there is no major
difference in product manufacturing technology. Those are not real differentiators; marketing is"
The company spends about 7% its revenues on advertising and it appears to spend it to good effect.
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 recognized for its innovative approach to products and marketing: the
Lagan Match was voted India's most successful promotional activity of the year 2001 while the
delicious Britannia 50-50 Mask-Chaska became India's most successful product launch.

Price
In products, the strategy has been a relatively conservative one, of line extension; in packaging,
Britannia has been more adventuresome. In 2007 it introduced low price small-quantity packs, known
as nana packs. Depending on the brand, these retail for Rs 5 and 7. The low price and low unit count
are destined to attract the on-the-go urban consumer, as well as the more budget-constrained rural
consumer

19
 Place

"The major competitors in the bread market all have good distribution systems and there is no major
difference in product manufacturing technology. Those are not real differentiators; marketing is"
The company spends about 7% its revenues on advertising and it appears to spend it to good effect.
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 recognized for its innovative approach to products and marketing: the
Lagan Match was voted India's most successful promotional activity of the year 2001 while the
delicious Britannia 50-50 Mask-Chaska became India's most successful product launch.

20
 MARKETING STRATEGY

Marketing is not Euclidean geometry a fixed system of concept. Rather marketing is one of the
dynamic fields with in the management arena. The market faces continually a new challenge everyday
and companies must respond to it positively. Therefore it is not surprising that new market idea keep
surfacing to meet new market place challenges. The market process is applicable to more than goods
and services. Anything related to market including ideas, events, policies, prices and personalities
comes under market strategy. However it is important to emphasize opportunity in the market through
market strategy. Following strategies adopted by the organization. A strong quality of the product and
customer satisfaction: Customers always believe in good quality product. In my survey I found that in
percentage term more people is quality conscious and not price conscious. Customer satisfaction is
very important part of the organization that at any cost they have to fulfill. A growing relationship
with customer and customer retention: Nowadays a good relation with customer is very important for
organization. Salaries totally depend on the relation with the customers. Customer’s retention is also a
major aspect for growing business. It means keep the old customer and tries to make new customer.
Focus on competitors’ activity: Every organization should be careful about its competitors step,
because they can disturb the growing sales process of the organization.

21
 SWOT ANALYSIS

SWOT analysis OF BRITANNIA Strength Weakness

• Fulfill one of our Basic

• Decreases nutritional value Requirement among Air,

• Increases the cost of food Water, Food, Shelter product

• Widely accepted in all

• Industry and technology Generations requires high investment

• Easily available in various forms

• Regular usage of processed

• Provide good Instant Remedy food can cause alteration in for hunger in the form of health
readymade food

• Preserves the non seasonal food and makes it available all throughout the year Opportunities
Threats

• Increase economy of India

• Many companies are result

22
• Generate employment oriented opportunity

• Increase in pollution

• Good quality of Goods

• Sometimes provide poor quality

• Provide competition to foreign of product for more profit companies

• Lack of technology

• Improve living standard

• Unable to utilize all the

• Provide goods to nation at resources efficiently cheaper rate

• Inflow of foreign reserve and funds for the govt.(taxes)

23
CHAPTER-4

24
 RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. Once can also define research as a
scientific and systematic search for pertinent information on a specific topic. In fact, research is an art
of scientific investigation. Meaning of research: “a careful investigation or inquiry especially through
search for new facts in any branch of knowledge. This inquisitiveness is the mother of all knowledge
and the method, which man employs for obtaining the knowledge of whatever the unknown, can be
termed as research. Research is an academic activity and as such the term should be used in a
technical sense.

25
Objectives of the study

1. To study different marketing channel of the company.

2. To analyze effectiveness of channel members of Britannia Bread
in Haldwani.
3. To analyze satisfaction level of channel members towards distribution policies of the
company.

The Type of the research

Exploratory Research: An exploratory research is conducted to gain ideas and insights into the
problem. It is conducted to increase the marketer's familiarity with the problem and clarify
concepts. An exploratory research is appropriate when very little is known about the problem. Here
the purpose of the study was to find out the factors associate with distribution channel as well as
variation in sale of bread; hence an exploratory design was selected.

RESEARCH DESIGN
A research design is the specification of methods and procedure for acquiring the
Information needed to structure or to solve problems. It is the overall operation pattern or
framework of the project that stipulates what information is to be collected from whichsource, and
be what procedures.
A research design is the arrangement of condition for collection and analysis of data in a manner
that aims to combine Relevance to their search purpose with economy in procedure´.

The research design is experience survey research

Experience survey means the survey of people who have had practical experience with the
problem to study. The object of such a survey is to obtain insight into the relationships between
variables and new ideas relating to the research problem and the researcher must prepare a
questionnaire.

The research design - Exploratory of formulative

26
 Overall design - Flexible design
Sampling design - Probability sampling design
Statistical design - No pre-planned design for analysis
Operational design - No fixed decision about the operational procedures

Sample Design:-
A complete interaction and enumeration of all the employees of
Was not Possible so a sample was chosen that consisted of 100 Employees.
Type of Universe - 600 Employees
Sampling unit - A study on the distribution channel of Britannia bread
in Haldwani .
Size of sample - 100 distributors (out of 120)
Sampling procedure - Questionnaire
Parameters of interest - I want to know about the satisfaction level of employee for "A study on
the distribution channel of Britannia bread in Haldwani city"

SOURCES OF DATA

Primary data
The primary data collected, while keeping certain important point into
Consideration, which would help the project to achieve the desired result, which
Were expected from the survey like:
What should people be questioned?
What should be the mode of administration of the questionnaire?
What is to be measured?
Can objective answer be obtained by asking the people?
Should the purpose of study be made available to the respondent?
The main objective of collecting primary data is to probe the attitude and opinion of the
respondents. The technique which was used for study was the communication technique, in which
survey was done by Questionnaire from customers and retailers and by Personal Interview with
distributors. These techniques was decided as it would help to obtain accurate data from
distributors/dealers, retailers and customers.

27
 Secondary data
The purpose of collection of secondary data was to gain more knowledge about the project and to
have a certain guideline for the project to be carried out properly. For the study, the secondary
data was collected from the existing data regarding sales and distribution in Haldwani city.
Secondary source data including company profile & theory of grievances and disciplinary has
been collected through the website of company , google and books .

28
CHAPTER-5

29
 DATA ANALYSIS & INTERPRETATION

Q1- Type of distribution network?

S.NO. Particulars No. Of Percentage

Respondent

1. Contract Marketing 15 30%

2. Direct Marketing 35 70%

Chart Title
Contract marketing

Direct marketing

Contract
marketing, 30%

Direct marketing,
70%

Interpretation-
After analysis the data 70% person saying they are use for direct marketing but 30%
distribution not follow this network.

30
 Q2-Since how long you have been associated with Britannia Bread?

S.no. Particulars No. Of Percentage

Respondent
1. Less Than One Year 30 60%
2. 2-5 Year 5 10%
3. 5-10 Year 5 10%
4. More than 10 Year 10 20%

Sales Less than one year

2-5 yr
5-10 yr
more than yr20,
20% more than yr20

5-10 yr, 10%

Less than one year,
60%

2-5 yr, 10%

Interpretation-
After analysis the data 65% dealers said they have been associated with Britannia bread more
than 10 year it means they are satisfied with the bread quality and distribution.

31
 Q3- Do you keep any others company bread in your store?

S.no. Particulars No. of Respondents Percentage

1 Yes 30 60%
2 NO 20 40%

Sales
Yes No

yes 40%

No 60%

Interpretation-
After analysis the data only 30%retailer said that sometime they keep in their store other
company’s bread and70% retailers and customer are satisfied with the Britannia bread and keep
any other company’s bread not store.

32
 Q4-What do you feel? Britannia bread’s policies are…………..

S.no. Particulars No. Of Percentage

Respondent
1. Unfavourable to dealers 5 10%
2. Neutral 10 20%
3. Favourable to dealers 15 30%
4. Very favourable 20 40%

Unfavorable to
dealers, 10% Unfavorable to dealers
Nutral
Favorabal to dealers
Very favorable, Neutral, 20%
40% Very favorable

Favorable to
dealers, 30%

Interpretation
After analysis the data Indicates that 40%dealers says that the company’s policies are very
favorable and 20% neutral and 10% unfavorable and 30% favorable to dealers to dealers and
retailers.

33
 Q5-Do you get the delivery of the order on time?

S.no. Particulars No. Of Percentage

Respondent
1. Yes 39 78%

2. No 11 22%

yes
Chart Title
no

no, 22%

yes, 78%

Interpretation-
After analysis the data 78% dealers don’t face any delay in delivery of the Britannia Bread
product while 22% says that sometimes they face delay in delivery due to some transportation
problem or etc.

34
 Q6-Are you willing to promote recycled bread?

S.no. Particulars No. Of Percentages

Respondent
1. Yes 35 70%
2. No 15 30%

Chart Title
yes no

No 30%

yes 70%

Interpretation-
After analysis the data 70% dealer and retailer says that they are not willing to promote
recycled bread but 30% dealer are promote recycled bread.

35
Q7-Are you satisfied with the Britannia bread product?

S.no. Particulars No. Of Percentage

Respondent
1. Always 30 60%
2. Often 5 10%
3. Some time 5 10%
4. Never 10 20%

Sales Always
Often
Some time

Never, 20% Never

Some time, 10%

Always, 60%

Often, 10%

Interpretation-
After analysis the data Dealers response are very good as 70%satisfied with Britannia bread
product.

36
Q8-Are advertisements required to serve the purpose better?

S.no. Particulars No. Of Respondent Percentage

1. Yes 35 70%
2. No. 15 30%

Chart Title

yes no

no , 30%

yes, 70%

Interpretation
After analysis the data 70%dealers are satisfied but 30%are not satisfied.

37
Q9-What do you prefer most from the Britannia Bread?

S.no. Particulars No. Of Percentage

Respondent
1. Margin 13 26%
2. Brand image 7 14%
3. Demand 12 24%
4. Quality 18 36%

Sales Margin
Brand image
Demand
Quality

Margin, 26%
Quality, 36%

Brand image, 14%

Demand, 24%

Interpretation-
37% dealers said that they more prefer quality of the product 26% margin, 23%demand and
14% brand image that means they never compromise with the bread quality.

38
Q10-Do you think that Britannia bread polices are favorable for you.

S.no. Particulars No. Of Percentage

Respondent
1. Always 30 60%
2. Often 10 20%
3. Sometime 5 10%
4. Never 5 10%

Sales always
Often
Never, 10% Sometime
Never

Sometime, 10%

always, 60%

Often, 20%

Interpretation-
After analysis of data company police is 60%alwaye and 20%and15%sometime 5%are never
favorable for you.

39
CHAPTER-6

40
 FINDINGS

1- After analysis the data 70%persone saying they are use for direct marketing but 30%
distribution are not follow the network.
2- After analysis the data 65% dealers said they have been associated with Britannia bread more
than 10 year it means they are satisfied with the bread quality and distribution
3- After analysis the data only 30%retailer said that sometime they keep in their store other
company’s bread and70% retailers and customer are satisfied with the Britannia bread and keep
any other company’s bread not store
4- After analysis the data Indicates that 40%dealers says that the company’s policies are very
favorable and20%nutarl and10% unfavorable and 30% favorable to dealers to dealers and
retailers.
5- After analysis the data 78% dealers don’t face any delay in delivery of the Britannia Bread
product while 22%says that sometimes they face delay in delivery due to some transportation
problem or etc.
6- After analysis the data 70%dealer and retailer says that they are not willing to promote
recycled bread but 30% dealer are promote recycled bread.
7- After analysis the data Dealers response are very good as 70%satisfied with Britannia bread
product.
8- After analysis the data 70%dealers are satisfied but 30%are not satisfied.
9- 9-37% dealers said that they more prefer quality of the product 26% margin, 23%demand and
14% brand image that means they never compromise with the bread quality.
10- After analysis of data company police is 60%alwaye and 20%and15%sometime 5%are never
favorable for you.

41
 LIMITATIONS OF STUDY

 This study only relates to one organization, so conclusions drawn may not be finding its

utility in all the industries.

 Difficulty was faced in getting the responses to various questions because workers could not

devote enough time.

 Some respondent hesitated to give the actual answers

 The personal biasness of the respondent might have entered into their response.

 The size of sample is very small due to shortage of time and resources.

42
 RECOMMENDATIONS

1-Supply should be on time: - As we all know that success of our bread is totally depend on
efficiency of system, so please ask to Kamala transport to make sure supply on time and if it is
possible than till 12.00-1.00 a.m. (supply on time) because in present duration the supply time
was almost 2.00 a.m. to 3.30 a.m. This is too late for supply bread to dealers point.

2- Coding system should be there: - Normally most of time distributors faced the problem
of old dated material supply. And when I discussed this matter with production department's
concerned person then they told me that uploading of tray is always done under supervision of
company person. So in my opinion the problem was in mid of the route. To solve this problem if it
is possible different coding should be there for different city like Haldwani and others.

3- Man power should be increase: - as we know the Rajasthan territory is very large so
minimum 2 PSM is required to cover Haldwani as well as kotputali area. There is also need of
one more Super stockiest because if we want to increase our beats then to make sure the supply
of bread on time at each point a S.S. is required in V.K.I area or old city.

4- Margins should be Increase:-Margins of distributors should be increase; if we increase the

margins of distributors then in my opinion the loyalty of them will surely increased and only focus
on Britannia bread in respect of multiple brands.

5- Display & Visibility:- Visibility of our Bread is good on outlets but it can be moderated,
because some of retailers don't have enough space to display Britannia Bread. They demand for
rack or something else to place Britannia bread. And also we can distribute some brochures or
other promotional material with extra schemes to retailers so that the awareness of our bread will
increase.

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 CONCLUSION

After an intense study and analysis of sixty days, a deep sense of knowledge comes into the light in
the form of conclusion.

I have Choose this topic completed this training report title A STUDY ON THE
DISTRIBUTION CHANNEL OF BRITANNIA BREAD IN HALDWANI CITY and my
guide MISS. ARSHI KHAN. And this is my objective.

After having a study of the present system of a study of distribution channel system in
BRITANNIA BREAD I have come up with a conclusion that BRITANNIA INDUSTRIES
L.T.D PANTNAGAR... Distributor is aware of the system of distribution channel being followed
in their organization.

About the company it is derived that the company is very well managed and its management is
highly devoted towards the quality of their products and the well being of their staff members and
workers.

While working in a company, feel that there is a need of improvement in some areas with in the
company, so I have given the following suggestions to the company.

 Coding system should be there

 Supply should be on time
 Man power should be increase
 Margins should be Increase

44
 BIBLOGRAPHY

BOOKS
 Agrawal P.K; “advertising basic principle” , A paragati prakashan
publication,Meerut (2009).

 Kothari,C.R; “,Research Methodology” ,wishav publication,New

Delhi,p.p 126-140.

 Nama kumara’s; “Marketing Management” Wishu Prakashan

Publication,New Delhi (2002).

JOURNALS

 Churchill G A Jr. (1979); “A Paradigm for Devloping Better Measures of

Marketing” .

 Constructs; “Journal of Marketing Research” Vol. 16.pp.64-73.

 Cronbach L J (1951); “Coefficient alpha and interal structure Behavior” .Holt.

Rainehat and Winston. NEW YORK.

.
Websites:
www.marketingpower.com
www.mbablog.com
www.managementparadies.com
www.britania.com

45
 ANNEXURE

Q1- Type of distribution network?

1- Contract marketing

2- Direct marketing

Q2-Since how long you have been associated with Britannia Bread?

1- Less than one year

2- 2-5year

3- 5-10year

4- More than 10 year

Q3-Do you keep any other company’s bread in your store?

1- Yes

2- No

Q4-What do you feel? Britannia bread’s policies are…………..

1- Unfavorable to dealers

2- Neutral

3- Favorable to dealers

4- Very favorable

46
Q5-Do you get the delivery of the order on time?

1- Yes

2- No

Q6-Are you willing to promote recycled bread?

1- Yes

2- No

Q7-You are satisfied with the Britannia bread product?

1- Always

2- Often

3- Sometime

4- Never

Q8-Are advertisements required to serve the purpose better?

1- Yes

2- No

47
Q9-What do you prefer most from the Britannia Bread?

1- Margin

2- Brand Image

3- Demand

4- Quality

Q10-Do you think that Britannia bread polices are favorable for you.

1- Always

2- Often

3- Sometime

4- Never

48