A

PROJECT

ON

RETAIL COVERAGE OF BRITANNIA FMCG PRODUCT WITH

SPECIAL REFERENCE TO OMFED OUTLETS IN BHUBANESWAR

By

DEBASIS MOHANTY

Reg. No- 1706107022

(MBA-2017-2019)

External guide:- Internal guide:-

MR SASHI KUMARDr. MILU TRIPATHY

COLLEGE OF IT & MANAGEMENT EDUCATION,BBSR, ODISHA

 ACKNOWLEDGEMENT
I take this opportunity to extend my sincere thanks to COLLEGE OF
IT & MANAGEMENT EDUCATION and BRITANNIA
COMPANY for offering a unique platform to earn exposure and
garner knowledge in the field of retailing .First of all , I extend my
heartfelt gratitude to my project guide MR SASHI KUMAR ,
Assistance manager of BRITANNIA ,Bhubaneswar for having made
my summer training a great learning experience by giving me his
guidance, insights and encouragement which acted as a continuous
source of support for me during this entire period without which the
success of this project wouldn’t had been possible. I would also like
to express my profound gratitude to my Faculty Guide DR. MILU
TRIPATHYfor his constructive support during the summer
internship period, Which leads to successful completion of my
internship at BRITANNIA , Bhubaneswar.

Place:-Bhubaneswar DEBASIS MOHANTY

Date:-
 CERTIFICATE
This is to certify that the project work entitled “Retail coverage of
BRITANNIA products with special reference to OMFED outlets
in Bhubaneswar.” submitted by DEBASIS MOHANTY in partial
fulfillment for the award of MBA degree is a bonafide work carried
out by him under my guidance and supervision.

Place: GUIDE
Date: Dr. M.C TRIPATHY
 DECLARATION
I am DEBASIS MOHANTY ,student of COLLEGE OF IT &
MANAGEMENT EDUCATION under BPUT,2017-2019 batch,
bearing Reg. No-1706107022 do hereby declare that this project
report title “RETAIL COVERAGE OF BRITANNIA FMCG
PRODUCTS SPECIAL REFERENCE TO OMFED OUTLETS ’’
BHUBANESAWR” submitted by me.

I also declare that this dissertation report is a result of my

own endeavor and that no part of the report has been submitted earlier
for any other degree in any University/Institute or published any time
before or in any other form.

DEBASIS MOHANTY
Regd. No: -1706107040
 CONTENTS

Sl No. Particulars Page

No
1 Executive Summary
2 Introduction
3 Objective
4 Scope of the study
5 Limitation
6 Company profile
7 List of products and brands
8 Board of Directors
9 CSR activities
10 Research Methodology
11 Data Analysis and interpretation
12 Findings and suggestion
13 Conclusion
14 Bibliography
15 Annexure
 EXECUTIVE SUMMARY

TOPIC: “Retail Coverage special reference to OMFED outlets”

The report is an earnest endeavor made to understand the present

market scenario of FMCG in Shimla region and simultaneously
ascertain visibility and availability of BRITANNIA products. I was
required to conduct a market study to see the coverage by
BRITANNIA products and bring out the potential and loyal retailers
so that the company could maintain the market leadership in the
existing business scenario .

During the course of study I visited around 170 omfed stores and
conducted personal interviews with the retailers to find out major
competitors of BRITANNIA I also used observation technique to
ascertain penetration of the BRITANNIA products and the market
potential for the new products. Also interviews were conducted to
determine major competitors in FMCG.
 INTRODUCTION

RETAILING

Retail is the process of selling consumer goods or services to

customers through multiple of channels of distribution to earn a profit.
Retailers satisfy demand identified through a supply chain. The term
"retailer" is typically applied where a service provider fills the small
orders of a large number of individuals, who are end-users, rather than
large orders of a small number of wholesale, corporate or government
clientele. Shopping generally refers to the act of buying products.
Sometimes this is done to obtain final goods, including necessities
such as food and clothing; sometimes it takes place as
a recreational activity. Recreational shopping often involves window
shopping and browsing: it does not always result in a purchase.

OBJECTIVES OF THE STUDY

The objective of the summer training is to ensure that I as a

management student develop in real life experience for handling the
specific project and also to develop all understanding of the various
management activities related to the area of my specialization. This
training gives us a substantial corporate exposure and also serves as a
useful tool of interaction with the corporate sector.

The main objective of the study is:

 To know the retail coverage of BRITANNIA products special

reference to OMFED outlets.
 To identify the major competitor of BRITANNIA FMCG
products in the OMFED outlets.
 To observe the competitor’s market strategies in OMFED
outlets.
 To improve the BRITANNIA services in OMFED outlets.

SCOPE OF THE STUDY

The scope of the projects involves the study of the availability and
coverage of BRITANNIA FMCG products in OMFED outlets. The
project also involves the weakness and strengths of BRITANNIA and
as well as the competitors.

The study can be used to examine the effectiveness of the promotional

activities of the company, for the modifying existing mode of
distribution by the company, helpful for the formulation of strategies.
COMPANY PROFILE

BRITANNIA Limited is an Indian conglomerate founded on 24 August 1910.

The company (formerly known as Imperial Tobacco Company of India Limited)
is currently headed by YogeshChanderDeveshwar. The company has its
registered office in Kolkata. It employs over 20,000 people at more than 60
locations across India. BRITANNIA has a diversified presence in Cigarettes,
Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged
Foods & Confectionery, Information Technology, Branded Apparel, Personal
Care, Stationery, Safety Matches and other FMCG products. While
BRITANNIA 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, Personal Care and Stationery. It ranks third in
pre-tax profit among India's private sector corporations. BRITANNIA is one of
India's foremost private sector companies with a market capitalization of over
US $ 22 billion and a turnover of US $ 6 billion. BRITANNIA 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. BRITANNIA ranks among India's `10 Most Valuable
(Company) Brands', in a study conducted by Brand Finance and published by
the Economic Times. BRITANNIA also ranks among Asia's 50 best performing
companies compiled by Business Week. BRITANNIA is one of India's most
valuable and respected corporations.

BRITANNIA is one of India’s foremost multi-business enterprise with a market

capitalization of US $ 50 billion and Gross Sales Value^ of US $ 10 billion.
BRITANNIA is rated among the World's Best Big Companies, Asia's 'Fab
Reputable Companies by Forbes magazine and as 'India's Most Admired
Company' in a survey conducted by Fortune India magazine and Hay Group.
BRITANNIA also features as one of world's largest sustainable value creator in
the consumer goods industry in a study by the Boston Consulting Group.
BRITANNIA has been listed among India's Most Valuable Companies by
Business Today magazine. BRITANNIA is one of India's foremost multi-
business enterprise with a market capitalisation of 50' and the World's Most The
Company is among India's '10 Most Valuable (Company) Brands', according to
a study conducted by Brand Finance and published by the Economic Times.
BRITANNIA also ranks among Asia's 50 best performing companies compiled
by Business Week.

ITC’s aspiration to create enduring value for the nation and its stakeholders is
manifest in its robust portfolio of traditional and greenfield businesses
encompassing Fast Moving Consumer Goods (FMCG), Hotels, Paperboards
& Specialty Papers, Packaging, Agri-Business, and Information
Technology. This diversified presence in the businesses of tomorrow is
powered by a strategy to pursue multiple drivers of growth based on its proven
competencies, enterprise strengths and strong synergies between its businesses.

The competitiveness of ITC’s diverse businesses rest on the strong foundations

of institutional strengths derived from its deep consumer insights, cutting-
edge Research & Development, differentiated product development
capacity, brand-building capability, world-class manufacturing
infrastructure, extensive rural linkages, efficient trade marketing and
distribution network and dedicated human resources. ITC’s ability to
leverage internal synergies residing across its diverse businesses lends a unique
source of competitive advantage to its products and services.

Within a relatively short span of time, BRITANNIA has established vital brands
like Aashirvaad, Sunfeast, Fabelle, Sunbean, Dark Fantasy, Mom's Magic
Bingo!, Yippee!, Candyman, mint-o, Kitchens of India, Farmland, B Natural,
BRITANNIA MasterChef in the Branded Foods space; Essenza Di Wills,
Fiama, Vivel, Engage, Savlon, Charmis, Shower to Shower and Superia in the
Personal Care products segment; Classmate and Paperkraft in Education &
Stationery products; Wills Lifestyle and John Players in the Lifestyle Apparel
business; Mangaldeep in Agarbattis and Aim in the Safety Matches segment.
This growth has been rated by a Nielsen Report to be the fastest among the
consumer goods companies operating in India.

Today, BRITANNIA is India's leading Fast Moving Consumer Goods

company, the clear market leader in the Indian Paperboard and Packaging
industry, a globally acknowledged pioneer in farmer empowerment through its
wide-reaching Agri Business and a trailblazer in green hoteliering.
BRITANNIA Infotech, a wholly-owned subsidiary, is one of India's fast-
growing IT companies in the mid-tier segment. This portfolio of rapidly
growing businesses considerably enhances ITC's capacity to generate growing
value for the Indian economy.

ITC's Agri-Business is one of India's largest exporters of agricultural products.

The BRITANNIA Group’s contribution to foreign exchange earnings over the
last ten years amounted to nearly US$ 6.8 billion, of which agri exports
constituted 57%. The Company's 'e-Choupal' initiative has enabled Indian
agriculture significantly enhance its competitiveness by empowering Indian
farmers through the power of the Internet. This transformational strategy has
already become the subject matter of a case study at Harvard Business School
apart from receiving widespread global acclaim.

As one of India's most valuable and respected corporations, BRITANNIA is

widely perceived to be dedicatedly nation-oriented. Chairman Y C
Deveshwar calls this source of inspiration "a commitment beyond the market".
In his own words: "BRITANNIA believes that its aspiration to create
enduring value for the nation provides the motive force to sustain growing
shareholder value. BRITANNIA practices this philosophy by not only driving
each of its businesses towards international competitiveness but by also
consciously contributing to enhancing the competitiveness of the larger value
chain of which it is a part." BRITANNIA group directly employs more than
32,000 people and the Company's Businesses and value-chains generate around
6 million sustainable livelihoods many of whom live at the margin in rural
India.

Acknowledged as a global exemplar in sustainability, BRITANNIA is the only

enterprise in the world, of comparable dimensions to be carbon-positive,
water-positive, and solid waste recycling positive. A testimony to its
commitment to a low carbon growth path - over 43% of the total energy
requirements of BRITANNIA is met from renewable sources. All ITC's
premium luxury hotels are LEED (Leadership in Energy and Environmental
Design) Platinum certified making it the "greenest luxury hotel chain" in the
world. ITC's Paperboards and Paper business is an icon of environmental
stewardship.

ITC's production facilities and hotels have won numerous national and
international awards for quality, productivity, safety and environment
management systems. BRITANNIA was the first company in India to
voluntarily seek a corporate governance rating.
The Company continuously endeavours to enhance its wealth generating
capabilities in a globalising environment to consistently reward more than
7,68,000 shareholders, fulfill the aspirations of its stakeholders and meet
societal expectations.

HISTORY

BRITANNIA was incorporated on August 24, 1910 under the name Imperial
Tobacco Company of India Limited. As the Company's ownership
progressively Indianised, the name of the Company was changed from
Imperial Tobacco Company of India Limited to India Tobacco Company
Limited in 1970 and then to I.T.C. Limited in 1974. In recognition of the
Company's multi-business portfolio encompassing a wide range of businesses -
Fast Moving Consumer Goods comprising Foods, Personal Care, Cigarettes
and Cigars, Branded Apparel, Education and Stationery Products, Incense
Sticks and Safety Matches, Hotels, Paperboards & Specialty Papers,
Packaging, Agri-Business and Information Technology - the full stops in the
Company's name were removed effective September 18, 2001. The Company
now stands rechristened 'BRITANNIA Limited,'where ‘ITC’ is today no
longer an acronym or an initialised form.

A MODEST BEGINNING

The Company's 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.

MULTIPLE DRIVERS OF GROWTH

ITC’s aspiration to create enduring value for the nation and its stakeholders is
manifest in its robust portfolio of traditional and greenfield businesses
encompassing Fast Moving Consumer Goods (FMCG), Hotels, Paperboards
& Specialty Papers, Packaging, Agri-Business, and Information
Technology. This diversified presence in the businesses of tomorrow is
powered by a strategy to pursue multiple drivers of growth based on its proven
competencies, enterprise strengths and strong synergies between its businesses.

The competitiveness of ITC’s diverse businesses rest on the strong foundations

of institutional strengths derived from its deep consumer insights, cutting-
edge Research & Development, differentiated product development
capacity, brand-building capability, world-class manufacturing
infrastructure, extensive rural linkages, efficient trade marketing and
distribution network and dedicated human resources. ITC’s ability to
leverage internal synergies residing across its diverse businesses lends a unique
source of competitive advantage to its products and services.

Within a relatively short span of time, BRITANNIA has established vital brands
like Aashirvaad, Sunfeast, Fabelle, Sunbean, Dark Fantasy, Mom's Magic
Bingo!, Yippee!, Candyman, mint-o, Kitchens of India, Farmland, B Natural,
BRITANNIA MasterChef in the Branded Foods space; Essenza Di Wills,
Fiama, Vivel, Engage, Savlon, Charmis, Shower to Shower and Superia in the
Personal Care products segment; Classmate and Paperkraft in Education &
Stationery products; Wills Lifestyle and John Players in the Lifestyle Apparel
business; Mangaldeep in Agarbattis and Aim in the Safety Matches segment.
This growth has been rated by a Nielsen Report to be the fastest among the
consumer goods companies operating in India.

CREATING ENDURING VALUE

Today, BRITANNIA is India's leading Fast Moving Consumer Goods

company, the clear market leader in the Indian Paperboard and Packaging
industry, a globally acknowledged pioneer in farmer empowerment through its
wide-reaching Agri Business and a trailblazer in green hoteliering.
BRITANNIA Infotech, a wholly-owned subsidiary, is one of India's fast-
growing IT companies in the mid-tier segment. This portfolio of rapidly
growing businesses considerably enhances ITC's capacity to generate growing
value for the Indian economy.

ITC's Agri-Business is one of India's largest exporters of agricultural products.

The BRITANNIA Group’s contribution to foreign exchange earnings over the
last ten years amounted to nearly US$ 6.8 billion, of which agri exports
constituted 57%. The Company's 'e-Choupal' initiative has enabled Indian
agriculture significantly enhance its competitiveness by empowering Indian
farmers through the power of the Internet. This transformational strategy has
already become the subject matter of a case study at Harvard Business School
apart from receiving widespread global acclaim.
As one of India's most valuable and respected corporations, BRITANNIA is
widely perceived to be dedicatedly nation-oriented. Chairman Y C
Deveshwar calls this source of inspiration "a commitment beyond the market".
In his own words: "BRITANNIA believes that its aspiration to create
enduring value for the nation provides the motive force to sustain growing
shareholder value. BRITANNIA practices this philosophy by not only driving
each of its businesses towards international competitiveness but by also
consciously contributing to enhancing the competitiveness of the larger value
chain of which it is a part." BRITANNIA group directly employs more than
32,000 people and the Company's Businesses and value-chains generate around
6 million sustainable livelihoods many of whom live at the margin in rural
India.

GLOBAL EXEMPLAR IN SUSTAINABILITY

Acknowledged as a global exemplar in sustainability, BRITANNIA is the only

enterprise in the world, of comparable dimensions to be carbon-positive,
water-positive, and solid waste recycling positive. A testimony to its
commitment to a low carbon growth path - over 43% of the total energy
requirements of BRITANNIA is met from renewable sources. All ITC's
premium luxury hotels are LEED (Leadership in Energy and Environmental
Design) Platinum certified making it the "greenest luxury hotel chain" in the
world. ITC's Paperboards and Paper business is an icon of environmental
stewardship.

ITC's production facilities and hotels have won numerous national and
international awards for quality, productivity, safety and environment
management systems. BRITANNIA was the first company in India to
voluntarily seek a corporate governance rating.

The Company continuously endeavours to enhance its wealth generating

capabilities in a globalising environment to consistently reward more than
7,72,000 shareholders, fulfill the aspirations of its stakeholders and meet
societalexpectations.

Our Vision
Sustain ITC’s position as one of India most valuable corporations through world
class performance, creating growing value for the Indian economy and the
company stakeholdes.

Our Mission:
To enhance the wealth generating capability of the enterprises in a globalising
environment, delivering superior and sustainable stakeholder value.

Core Values

ITC's Core Values are aimed at developing a customer-focused, high-

performance organisation which creates value for all its stakeholders:

Trusteeship

As professional managers, we are conscious that BRITANNIA has been given

to us in "trust" by all our stakeholders. We will actualise stakeholder value and
interest on a long term sustainable basis.

Customer Focus

We are always customer focused and will deliver what the customer needs in
terms of value, quality and satisfaction.

Respect For People

We are result oriented, setting high performance standards for ourselves as

individuals and teams.

We will simultaneously respect and value people and uphold humanness and
human dignity.

We acknowledge that every individual brings different perspectives and

capabilities to the team and that a strong team is founded on a variety of
perspectives.

We want individuals to dream, value differences, create and experiment in

pursuit of opportunities and achieve leadership through teamwork.

Excellence

We do what is right, do it well and win. We will strive for excellence in

whatever we do.

Innovation

We will constantly pursue newer and better processes, products, services and
management practices.
Nation Orientation

We are aware of our responsibility to generate economic value for the Nation.
In pursuit of our goals, we will make no compromise in complying with
applicable laws and regulations at all levels

BUSINESS HEADS
India Tobacco Division

Foods Division

Personal care Products Strategic Business Unit

Education & Stationary Products Strategic Business Unit

Lifestyle Retailing Business Division

Matches &Agarbatti Strategic Business Unit

Trade Marketing & Distribution

Hotels Division

Paperboards & Specialty Papers Division

Packaging & Printing Strategic Business Unit

Agri Business Division

BRITANNIA -FMCGCigarettes
BRITANNIA is the market leader in cigarettes in India. It’s highly popular
portfolio of brands includes Insignia, India Kings, Classic, Gold Flake, Silk Cut,
Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake. ITC's cigarettes are
produced in its state-of-the-art factories at Bangalore, Munger, Saharanpur and
Kolkata. These factories are known for their high levels of quality,
contemporary technology and work environment. ITC's has presence in
overseas markets as well. In the extremely competitive US market,
BRITANNIA offers high-quality, value-priced cigarettes and Roll your-own
solutions. In West Asia, BRITANNIA has become a key player in the GCC
markets through growing volumes of its brands.
Foods
BRITANNIA made its entry into the branded & packaged Foods business in
August 2001 with the launch of the Kitchens of India brand. A more broad-
based entry has been made since June 2002 with brand launches in the
Confectionery, Staples and Snack Foods segments. The Foods business strives
to deliver quality food products to the consumer. All products of ITC's Foods
business available in the market today have been crafted based on consumer
insights developed through extensive market research. ITC's state-of-the-art
Product Development facility is located at Bangalore. The Foods business is
represented in 4 categories in the market. These are: 1. Ready To Eat Foods 2.
Staples 3. Confectionery 4. Snack Foods
Lifestyle retailing
ITC’s ventured into Lifestyle Retailing Business Division through its Wills
Lifestyle chain of exclusive specialty stores. Wills Lifestyle, the fashion
destination, offers a tempting choice of Wills Classic work wear, Wills Sport
relaxed wear, Wills Club life evening wear, fashion accessories and Essenza Di
Wills – an exclusive range of fine fragrances. With a distinctive presence across
segments at the premium end, BRITANNIA has also established John Players
as a brand that offers a complete fashion wardrobe to the male youth of today.
Education & Stationary
BRITANNIA made its entry into the stationery business in the year 2002 with
its premium range of notebooks. ITC's Education and Stationery Products are
marketed under the brands "Classmate" and "Paperkraft". The Classmate range
of products is targeted at satisfying education & stationery needs of students &
young adults. The product range includes Notebooks, Math Instruments,
Scholastic Products as well as Writing Instruments. The Paperkraft range of
products aims at satisfying the stationery needs & office consumables need of
office executives & working professional. The continuously expanding product
range under Paperkraft includes Premium Business Paper, Paper Stationery,
Markers& Highlighters.
Safety Matches
ITC’s range of Safety matches include popular brands like iKno, Mangaldeep,
Aim, Aim Mega and Aim Metro. With differentiated product features and
innovative value additions, these brands effectively address the needs of
different consumer segments. The Aim brand is the largest selling brand of
Safety Matches in India.
AggarbattisBRITANNIA commenced marketing Agarbattis (Incense Sticks)
sourced from small-scale and cottage units in 2003. MangaldeepAgarbattis are
available in a wide range of fragrances like Rose, Jasmine, Bouquet,
Sandalwood, Madhur, Durbar, Tarangini,Anushri, Ananth and Mogra.Durbar
Gold is a new offering fromMangaldeep launched in Andhra Pradesh and has
received wide consumer acceptance..
Personal care
BRITANNIA forayed into the Personal Care business in July 2005. In the short
period since its entry, BRITANNIA has already launched an array of brands,
each of which offers a unique and superior value proposition to discerning
consumers. Anchored on extensive consumer research and product
development, ITC's personal care portfolio brings world-class products with
clearly differentiated benefits to quality-seeking consumers. ITC's Personal
Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel Di Wills'
'VivelUltraPro', 'Vivel' and 'Superia' brands has received encouraging consumer
response and is being progressively extended nationally.
Welcome Group of Hotels
ITC-Welcome group: fastest growing Hospitality chain in India Over 90
properties across 70 locations 5 Brands –BRITANNIA Hotels, Welcome Hotel,
My Fortune, Fortune & Welcome Heritage 15 5-Star Deluxe/ 5-Star Properties
with over 3800 rooms 40 Fortune Hotels with over 3000 rooms 40 Welcome
Heritage Properties with nearly 1000 rooms Exclusive tie up with Starwood’s
Luxury Collection for 10 Hotels. First hotel chain in the world to have all its
premium luxury hotels certified at the highest LEED (Leadership in Energy and
Environmental Design) Platinum Rating.
 BOARD OF DIRECTORS
Chairperson
YogeshChanderDeveshwar

Managing Director
SanjivPuri

Executive Directors
NakulAnand Rajiv Tandon (CFO)

Non-Executive Directors
Shilabhadra Banerjee Hemant Bhargava ArunDuggal

Sunil BehariMathur John Pulinthanam Nirupama Rao

Sahibzada Syed Habib-

Meera Shankar David Robert Simpson
ur-Rehman

CSR Activities

Various CSR activities in which the Company has been engaged during the
current year are listed below:
AREA ACTIVITIES/INITIATIVES/PROGRAMMES

Crop productivity improvement

Eradication of hunger and poverty Livestock/Dairy development

Creation of sustainable livelihoods for the poor

Promotion of Education Promotion of Education

Promoting Gender Equality & Empowering Women Promotion of women-based micro enterprises

Reducing child mortality & improving maternal health Basic hygiene and sanitation improvement initiatives

Combating diseases Health centres and camps

 Social and Farm Forestry

Soil and Moisture Conservation

Ensuring Environmental Sustainability
Solid Waste Management

Promotion of sustainable business practices

Employment enhancing vocational skills Vocational/skills development

Social Business Initiatives Farmer Knowledge empowerment through IT-enablement

Others Promotion of Art and Culture

BRITANNIA E-CHOUPAL
BRITANNIA E-Choupal creatively leverages information technology
to set up a mega market in favour of India’s small and poor faremrs ,
who would otherwise continue to operate and transact in un-evolved
markets.
As of july 2010 , services through 6500 e- choupal across 10 states ,
reach more than 4 million farmers in about 40000 villages.free access
to internet is also opening windows of rural india to the world at
large.
BRITANNIA E- Choupal is now being regarded as a reliable delivery
mechanism for resources development initiatives . its potential is
beimg tested through pilot projects in health care , educational
services, water management and cattle health Management with the
help of several service providers including NGOs.
Classmate notebooks were launched with the initiative of contributing
1 rupee towards the education of poor children , from every four
books sold.
Classmate, has launched a programme called Classmate Ideas for
India challenge. The programme would be a part of the company’s
centenary initiative. The nation wideprogramme would be invite ideas
youth ,who have the potential to transform India. Classmate ideas for
india challenge plans to reach out to 25 lakh students across 30 cities ,
500 schools and 200 colleges across the country.
 RESEARCH METHODOLOGY:

It includes the response of BRITANNIA products from OMFED retailers at

retail outlets with respect to its competitors.

Work at retail outlets:

1) To check the availability of products.

2) To check visibility of products.

3) Identifying what would the factor to increase sale.

Data collection technique: -

1) Interview with retailers. 2) Questionnaire. 3) Observation.

Research instrument: -

Direct contacts with retailers.

Sampling Plan: -

Sample size 170 retailers

Sampling Method Simple Random

Sampling Area BBSR( CRP,JAYDEV VIHAR,C.S.PUR,PATIA)

MARKETING STRATEGY USED BY ITC

BRITANNIA started an earnest exercise by creating a new brand image and
corporate philosophy by investing in new business categories like personal care,
premium apparel, rural business (eChoupal) and foods. All along using its
famed distribution strengths built through its successful past businesses like
cigarettes, paperboards and packaging, hotels and agri business, to create
synergies across its verticals and help prop up its new businesses, like personal
care and foods. BRITANNIA has a well thought-out strategic approach. Rather
than acquiring weaker brands to get into these new segments inorganically, it
created a range of new personal care and branded apparel brands. The first step
in this well-planned strategy was the launch of Wills Lifestyle, the premium
branded apparel business in 2002. BRITANNIA then moved on to take the
competition head on in the FMCG domain, through BRITANNIA Foods in
August 2001, and personal care business, which is the focal point of this story,
in 2005. It has created good impact with its well etched-out Personal Care
Brands. Under this category, brands like Essenza Di Wills, Fiama Di Wills,
Vivel Di Wills, Vivel and the Superia were designed to take care of various sets
of consumer segments. But behind this launch was five years of intensive on
ground research of market conditions and consumer expectations. Over one lakh
consumers were surveyed across the country to test various prototypes.
Acceptance benchmark was kept as high as 90 percent for the final products.
BRITANNIA called this exercise as '3E’ approach —explore, establish and
execute. As an adage goes 'if you have to win a race, you have to clearly target
the No 1', BRITANNIA too aimed the No 1 which happened to be the
formidable HUL (which still reigns over 50 percent of the FMCG market). And
ITC's target was HUL and P&G only. BRITANNIA roped in its tobacco
business veteran Sandeep Kaul to spearhead the personal care launch; it also
sought help from product formulation and branding experts in Europe and
America to formulate the fragrance, aesthetics and packaging. 26 Many of the
brands have also been developed at its R&D centre. The results are there for
everyone to see. In less than four years, BRITANNIA has been able to create
brand awareness and consumer acceptance for its five product lines Essenza Di
Wills, Fiama Di Wills, Vivel Di Wills, Vivel and the Superia—each targeted at
the needs, aspirations and usage behaviour of different consumer segments.
Kaul informs that the strategy for designing personal care is that everyone is a
potential consumer.

Distribution system at ITC

The process of passing down each passing the product down the chain to the
next organization through Chain of intermediaries, before it finally reaches the
consumer or end-user is known as the 'distribution chain' or the 'channel.' A
number of alternate 'channels' of distribution may be available: Distributor, who
sells to retailers, Dealer Or wholesaler, who sells to end customers
Advertisement typically used for consumption goods BRITANNIA follows:
CHANNEL WISE DISTRIBUTION Here the total product is divided into
different channels like, Health care product, Personal care products, Home
products & etc. BEAT WISE DISTRIBUTION Here total market is divided into
different areas where the products are served to all the outlets exist in that area.
SWOT ANALYSIS OF ITC
STRENGTH
 Cigarette market is huge and BRITANNIA has lion’s share in it.
 Strong brand recognition and product portfolio.
 Sustainability and strong CSR programmes.
 The company has variety in brands.
WEAKNESS
 Dependence on tobacco revenues Negative Connection of Tobacco
Unrelated diversification.
 Distribution network
OPPERTUNITIES
 Consumption Of personal care products Rural Market E-Choupal
 Need to focus on rural market.
THREATS
 Competition both Domestic & International Increasing Tax on cigarettes
Regulatory restrictions on cigarettes Ban on smoking.
 Strong competitors like BRITANNIA ,parle .
SWOT ANALYSIS OF COMPETITORS
 BRITANNIA
STRENGTH
 BRITANNIA has strong brand image.
 It also has well penetrated distribution network.
 BRITANNIA has large number of brands as compared to its
competitors.
 It has good distribution system.
 It provides good margin to its retailers.
WEAKNESS
 It does not have same distribution throughout the city.

OPPORTUNITY
 BRITANNIA has immense opportunities to increase its export
turnover, which at presents is very meager.
 BRITANNIA can leverage its pillar brands in full swing. It may
enter in to other food products or health beverages and to become
total foods company.

THREAT
 Threats of regional and local players are more.
 Other competitors like BRITANNIA and Parle are playing very
aggressive role in this era beside the threat of inflation in prices of
agriculture based commodities are always attached with it.
PARLE
STRENGTH
 PARLE-G is the largest selling brand.
 It also has well penetrated distribution network.
 It has very good distribution channels even in rural areas also.
 It’s competitive pricing strategy to that of the competitors.
 WEAKNESS
 There is less number of brands under its umbrella than its competitors.
 It does not have attractive packaging.
 It does not focus on advertising and promotion strategies of its new
brands.
 Lack of schemes for retailers and distributors.
OPPORTUNITIES
 Increase the number of brands under the same Umbrella.
 Retaining loyal retailers or wholesalers.
 Good scope for new segments, if launched and properly promoted by
Parle.
 Improving supply system for established brands.
THREATS
 Margin war among the major brands.
 The entry of players like BRITANNIA & BRITANNIA in the field could
mean more competition.
 Some area lacks in distribution.

Availability of BRITANNIA services

Total no of outlets 174
BRITANNIA services provided 125
 AVAILABILITY OF ITC SERVICE

42%
58%

TOTAL NO OF
OMFED OUTLET
NO OF OUTLET
COVERED BY ITC

The above graph shows that out of 174 OMFED outlets only 125
outlets has been covered by BRITANNIA That is 58% outlets are
avail the BRITANNIA services.

FREQUENCY OF BRITANNIA SERVICES

Monthly Nil
Fortnightly Nil
Weekly 82
Daily 43
 FREQUENCY OF ITC SERVICES
90
82
80

70

60

50 43

40

30

20

10
0 0
0
daily weekly fortnightly monthly

The graph shows that 82 outlets goes to daily retail services for taking
orders while 43 outlets goes to weekly taking order services and not a
single outlet goes for monthly or fortnightly ordering service.

COMARISION OF WEEKLY SELL ALL COMPANY

Name of company Avg. Weekly Sell(In cash)
BRITANNIA 2111.11
ITC 2039.5
Parle 1795
ANMOL 1243
Nestle 1120.6
Bisk farm 1011.3
(Frito-Lay’s 956
Local 590.75

COMPARISION OF AVERAGE WEEKLY SALE

2500
2111.11 2039.5
2000 1795

1500
1,243
1120.6
956 1011.3
1000
590.75
500

0
Britannia ANMOL Parle Nestle Fritolays Local Biskfarm ITC
chips

The above graph shows that the major competitor of BRITANNIA is

BRITANNIA and Parle and their weekly sale report is 2011.11 and
1795 respectively. The weekly sale of BRITANNIA is 2039.50
which is remain top in the list because of its large products line . some
other listed company and their sales are ANMOL , nestle, Frito lays ,
Bisk farm 1243, 1120.6, 956 and 1011.3 respectively. Local chips of
596 remain the least seller.
Are the order delivered on you timely ?
Strongly agree 20%
agree 36%
Strongly disagree 12%
Disagree 32%
 TIMELY ORDER REPORT OF
ITC

12% 20%

36%
32% Strongly
agree
Disagree
agree

strongly
disagree
The above pie-chart shows that 20% of the retailers are strongly agree
that there product is delivered to them on time and 36% are of them
agree but 32% of the retailers told that their orders is not delivered to
them on time.
Are the orders of competitor’s delivered to you on time?
Strongly agree 27%
Agree 53%
strongly disagree 7%
disagree 13%
 TIMELY ORDER REPORT
OF COMPETITORS

7%
27%

53% 13% Strongly

agree
Disagree

Agree

Strongly
disagree

The above pie-chart shows that 27% of the retailers are strongly agree
that there product is delivered to them on time and 53% are of them
agree and only 7% of the retailers are not happy because the product
is not delivered to them on time.
BEST IN TERMS OF SERVICES
ITC 27%
PARLE 20%
ANMOL 6%
BRITANNIA 40%
Nestle 7%
 GOOD IN TERMS OF
SERVICES

6%
7%
27%
20%

ITC

40% Britannia
parle
Nestle
Anmol

The above chart clearly shows that PARLE & BRITANNIA are the
market competitor in terms services and BRITANNIA is leader
among all.
Are your order fulfilled properly ?
Strongly agree 19%
Disagree 24%
Agree 45%
Strongly disagree 12%
 ORDER FULFILLED PROPERLY

12% 19%

strongly agree
24%
45% disagree

agree

disagree

The pie chart shows that the 64% (45% agreed & 19% strongly
agreed) that the orders they give are properly fulfilled while 36%
(24% disagree & 12% strongly disagree) that they orders they give are
not properly fulfilled.

BRITANNIA DISTRIBUTION SYSTEM

Excellent 16
Good 46
Average 33
bad 30
 ITC DISTRIBUTION SYSTEM

46

30 33

16

Excellent Bad Good Average

The chart above shows that the 36% retailers says that ITC’s
distribution channel is good while 17% marked it as excellent and
19% said that its average, but only 22% retailers perception about
ITC’s distribution channel is bad.

RATING OF BRITANNIA
1 10
2 30
3 49
4 24
5 12
60 RATING OF ITC
50

40

30
49
20
30
10 24
10 12
0
1 2 3 4 5

From the data collected through questionnaire it is founded that the

respondents has given overall of 3.02 points to BRITANNIA from 5
and which is above average and can also be called as good.

FINDINGS AND RECOMMENDATIONS

 Analyzing and identifying major competitors. Keeping a tab on
their strengths and weakness and accordingly preparing own
strategy.
 Increasing awareness for BRITANNIA products among the
consumers and retailers.
 Efficient marketing of products to retailers.
 Only 58% has been covered by ITC, the percentage should be
increase by including more outlets.
  Increasing the efficiency of distribution system. Ensuring every
shop in the area must have ITC’s product.
 BRITANNIA is the leading service provider , their order of
timing is excellent and sales persons are of qualified people.
 Appointing knowledgeable salesmen who can market products
to retailers effectively.
 There is vast distribution gap between BRITANNIA Bingo
snacks and Frito-Lays which has to be filled up in order to
increase the sales for that BRITANNIA should consider:
(a)Width of Distribution: total number of outlets covered
should be increase in order to bridge the distribution gap. For that
BRITANNIA should
(b) Increase the number of Distribution system.
(c) Ready Stock: there are many areas around the city where
supply through loading auto is not possible for that ready-stock
should be made available.
 We can increase the total margin given to retailers.

LIMITATIONS AND CONCLUSION

LIMITATION:-
  The time period for the study was not enough for such a vast
topic.
 It was difficult for the salesmen to pinpoint the sales of a
particular brand in outlets.
 As the nature of research was exploratory so it was difficult to
cover each and every retailer.
 Many retailers don’t express their original perception and views
because of biasness. Certain questions were not answered with
justice.
CONCLUSION:-
From the above comparison it could be inferred that besides
BRITANNIA is new in the FMCG sector but still it has managed to
reach a level at which the other strong companies are. A score of 3.02
is a good score.
 Lays has been around for a longer time and has its loyalists.
Lays scores on flavor while Bingo is crunchier. Right now Lays
has the upper hand but Bingo has a good thing going with new
and innovative products like 'Mad Angles'.

 There is a need to put the image of our product Bingo in the

mind of customers before they come to purchase at shop.

 There is need of more focus on the sales of Personal care

products.
 QUESTIONNAIRE

1. Name _______________________________
2. Address _______________________________
3. what is your sales per week ?
a)1000-4000 c)7000-10000
b)4000-7000 d)more than 10000
3.what is your milk sales per week ?
a)1000-3000 c)6000-10000
b)3000-6000 d)more than 10000
4.what is your daily sales of other FMCG products ?
a)1000-3000 c)6000-10000
b)3000-6000 d)more than 10000
5.what is the frequency of services in omfed outlets provided by BRITANNIA ?
a)daily c)fortnightly
d)weekly d)monthly
6.what is the frequency of services in omfed outlets provided by other companies
i)BRITANNIA
a)daily c) fortnightly
b)weekly d) monthly
ii)PARLE
a)daily c) fortnightly
b)weekly d) monthly
iii)ANMOL
a)daily c) fortnightly
b)weekly d) monthly
iv)BISKFARM)
a)daily c)fortnightly
b)weekly d)monthly
7.what is the mode of services provided by BRITANNIA in omfed outlets ?
a) CGDS c)both
b)GRDS d)no service
8.what is the mode of services provided by other companies in omfed outlets ?
a)company services b)wholesaler
9.what is the volume of order of BRITANNIA products (weekly) in omfed outlets ?
a) b)
c) d)

10. what is the highest selling product of the individual omfed outlets ?

a) BRITANNIA b) parle c) BRITANNIA d) others

11) How many times does the DS comes?

a) Weekly c) Twice a week

b) Fortnightly d) Monthly

12) How many times does the competitor’s DS comes?

a) Weekly c) Twice a week

c) Fortnightly d) Monthly

13) Are the orders delivered to you on time?

a) Strongly agree c) Agree

c) Disagree d) Strongly disagree

14) Are the orders of competitors delivered to you on time?

a) Strongly agree c) Agree

c) Disagree d) Strongly disagree

15. what is the main reason for being the highest selling product ?

a) demand

b) taste

c) better services given by the company

d)intermediary benefit