A PROJRCT REPORT ON

MARKETING STRATEGY AND SALES

OF
BRITANNIA GOOD DAY COOKIES

SUBMITTED BY:
ANAND KUMAR CHAUDHARI
19PGDM-BHU009

ACKNOWLEDGMENT
I would like to express my special thanx to Mr. Shyam Ji
Kashyap (Distributor head ) for giving his precious time for
giving me all information about ,distribution , market
strategy ,promotion of Good day cookies and all other process.
However it would not have possible without his guidance.

I would like to thank to Mr. Anand Dubey ( one of the retailers)

for giving other information about consumer.

Also I would like to thanks Prof. Rahul Gupta Chaudhary Sir for
giving this opportunity to embark on this project, which is a
great experience for me and I can use this experience further in
future.
 DECLARATION
It is declare that I, Anand Kumar Chaudhari student of International
management Institute Bhubaneswar, PGDM batch 2019-21, has done
this project Titled MARKETING STRATIGY AND SALES OF BRITANNIA
GOOD DAY COOKIES , under the guidance Mr. Shyam Ji Kasyap
distributor head of Britannia biscuits Captainganj.

Anand Kumar Chaudhari

 EXECUTIVE SUMMARY
This report all about the marketing strategy and sell of Good day cookies
a product of Britannia. This report will show how company acquire the
market and increase the sell growth and how they offer the new product
in markets. It includes all about the margin profit, how marketers
advertise the product ( Good day cookies ), brand building strategy to
address the discerning the buyers.
It is very important to understand the behaviour of retailer behaviour and
this report shows the objectives, segmentation of Britannia industry
towards Good day cookies. This report also shows the positioning
,targeting and market mix marketing strategies in terms of its 4ps.
In today’s competitive world while entering in market world it becomes
very necessary to understand and have the great knowledge of the
potential of the particular market, so that the information regarding the
activities of competitors who are existing in market so that marketer can
plan each activity according that. So that this report also shoes that the
market analysis and sales development of Britannia’s product Good day.
 TABLE CONTENT
1. COMPANY PROFILE
2. PRODUCT
3. FIELD STUDY SCENARIO
4. DISTRIBUTION CHANNEL
5. MARKETING MIX
6. SWOT ANALYSIS
7. STP (SEGMENTATION, TARGETING & POSITIONING)
8. CONCLUSION
9. QUESTIONNIAR
10 CUSTOMER BEHAVIOR ANALYSIS
11 RETAILER’S DETAILS
 COMPANY PROFILE
Britannia is one of the popular and major brand of biscuit , dairy products
and cookies products , which was stablished in 1892 in Kolkata with an
initial investment of Rs.295 ,and became one of the emerging cookie
industry in India. Good day biscuit was launched in 1986 and became
britannia’s one the flagship product and still it is. If we talk about the
numbers, Britannia continues to grow at a steady rate. The Net profit of
Britannia Industries with an increase of 25 per cent from the quarter
ended 31 March was Rs 263 crore compared with Rs 211 crore in the
year-ago quarter. While the growth numbers are in its favour, it is
believed that the brand can grow even faster if the focus is on the
volume game with theGood day cookies are product of Britannia Industry
which places itself as a FMCG industry. It is one the fastest growing
brands in Britannia’s portfolios and today it is market leader in segment
of cookies industries, it has 2/3 share of the market.

Formerly Britannia Biscuit

Company Limited

Type Public

Traded as BSE: 500825
NSE: BRITANNIA

Industry Food processing

Founded 1892; 127 years

ago in Calcutta
1918; 101 years
ago as Britannia
Biscuit Company
Limited

PRODUCT
Good day is 2nd largest consumed biscuit in India , it shows the
popularity of Good day in India. In a month Good Day sells almost 30
crore packs and by the end of the year it is poised to become a Rs 2,500
crore brand.

PRODUCTS
GOOD DAY BUTTER GOOD DAY CASHEW

GOOD DAY BERRIES AND NUTS GOOD DAY CHOCO NUTS

GOOD DAY CHOCO-CHIP GOOD DAY CHOCO-NUTS

 GOOD DAY PISTA BADAM GOOD DAY NUTS COOKIE

GOOD DAY CHUNKIES

FIELD STUDY SCENARIO AT
SIDDHI COMMUNICATION
At siddhi communication I know about the marketing strategy, sells,
product promotion, and distribution by Mr. Shyam in captainganj. The
whole team work on field work and promotion the Good day biscuit in
town as well as in rural area also. They majorly focus on;
 Promotion the product
 Field work
 Target work
Promotion of new product of Good day: Whenever a new
model of Good Day launched , then they have to promote those product
by posters in town as well as in rural area also.
Field work: In field work they have to work in market to increase in the
sell of the particular good day product. They have to increase the
Retailers for increasing the sell of the particular product. They have to
target the retailers according to the customer need , means what a
customer wants and what is his capability. They know very well the local
area the retailers also it helps to increase the sell of the Good day
biscuit.
Target work: Sales target always calculated on the basic of previous
performance of the particular retailer. Since everyone has well capacity
to perform best keeping in mind all factors and pit falls throughout the
calculated time. The time could be daily, weekly, monthly and yearly.
Siddhi communication gives target to Retailers of selling the Good day
cookies in limited time. If they get succeed in the target siddhi
communication gives reward to them. Usually a single retailer sells 4
boxes in a week. And there are 100 piece of packet in one box.
Sells of the cookies also depend on the price of the packet as well as the
flavor the cookies.
 DISTRIBUTION CHANNEL
The distribution channel of the Britannia company ( Good day cookies) is
following:
Basically the distribution of the Good day biscuit is divided in to four
parts:
From the factory to Distributor and they make the stock of the product in
warehouses .
And from the warehouses , distributors has to distribute the cookies to
retailers. Where retailers can sell the product to the consumer/customer.
There are two type of distributors are available in market:
1: Institutional Distributors
2: Distributor (Retailors)
In Institutional Distributor , they get the cookies from the factory and sells
into institutions like hospital etc. and in the other distributor they get
cookies from factory and they have to distribute to retailers and after that
customer can easily buy.

CUSTOMER VALUE HIERARCHY

The marketer needs to address five product levels for increasing the sell
of the products. There each level adds more customer value.
 MARKETING MIX
Marketing mix is all about the combination of four Ps of marketing that
give the idea about the right product with the effective price at the right
place as well as the right strategy of promotion.

Product: The 1st p is product in marketing mix. Product can be two

types:
1: Tangible 2: Intangible
So Good Day comes in tangible product’s list , because these can be
tested , smelled and consumed. And if we talk about good day cookies
then:
 Availability in all over India.
 Quality is very good.
 Various products launched for different product types
Price: Price is basically the cost of the particular product that customer
pay. Pricing of any product play very important role for any country to
achieve the major market share in the particular area. Price is one of the
very important and main factor to attract the consumer/ customer for
buying the product. If we talk about the Good day biscuit then, it focus
on middle class family majorly. The price range of the good day cookies
is Rs. 5 to Rs. 40.
Good day cookies price list:
Product name weight price

Good Day Cookies - Berries & 75 gm Rs 30

Nuts,

Good Day Wonderful Choc & 75gm Rs 25

Nut,
Good Day Chocochips 150 gm Rs 30
Good Day Choco Nut 150 gm Rs 40

Good Day Butter 75 gm Rs 15

Good Day Butter 150 gm Rs 25

Good Day Cashew 200 gm Rs37

Good Day Cashew 100 gm Rs 20

Good Day Pista Badam 200 gm Rs 40

 Good Day Pista Badam 100 gm Rs 20

Good Day Biscuit, Nut 200 gm Rs 40

Cookies,
Good Day Biscuit, Nut 100 gm Rs 20
Cookies,

 Good Day Choco Chunkies 100 gm Rs 40

Place: place is very important factor for any company for increasing the
sell. So that place is where the product is available to target the
customer to buy. Britannia has very strong channel of distribution of the
there products. While talking to Mr. Shyam he told me about the place
that he target. According to him the consumption of Good day cookies is
much higher in urban area as compare to rural areas. The distributor
mainly target those places where middle class family live.
Promotion: It is very important tool to increase the sell of Good day
cookies. Promotion generally means that to make every one aware
about the product. Retailer generally do four thing for promoting the
product:
1: By Catalog /Price Book
2: By Newsletter/Monthly Specials Bulletin
3: By Consumer Flyer/Flier/Circular
4:  By Case-Stack programs

SWOT Analysis of Good Day cookies

STRENGTH
 More than 100 years old brand with good trustworthy image.
 Very strong distribution channel
 Huge market share
 High potential for advertising campaign.
 Huge revenue based market share in cookies industries.
 Good market
WEAKNESSES
 So many competitor are available in market which produce similar
product. Example: Anmol Butter, Amul butter cookies ,sunfeast
butter and choco cookies etc.
 Huge Expenditure in marketing of product.
 Not very good market in rural area.
 Exorbitant cost of the cookies
OPPORTUNITIES:
 Potential market in rural area.
 Potency of producing new product in same line segment.
 Rise in demand of low calories cookies.
 A growing market size

THREAT:
 There are so many other market player available who are
producing the same product with lower price
 Buying the same type of product from local bakeries.
 Inflation in India is another causes of low production of cookies.
 Rise in cost of raw material.

STP(Segmentation, Targeting & Positioning)

Segmentation
Good day cookies has a very good image premium biscuit that makes
that could be served in parties as well as other gatherings.
 Different flavour for different occasions.
There are majorly 4 type of market segments of good day cookies.
1. Niche
2. Psychographic
3. Demographic
4. Behavioural

Targeting
Distributor of good day cookies cover the urban as well as rural area
trough its strong distribution channel.
Good day has full market coverage by which they can sell there product
in huge amount.

Positioning
There are so many category in good day cookie , like cashew, choco,
pasta , badam, butter , which make Good day a diversified cookie brand
With “eat healthy think better” good day positions itself as a healthy
cookie.
It has different flavour of cookie which make it the flagship product of
Britannia brand.

CONCLUSION
Good day is one the stable and most buying cookie in biscuit industry.
Good day is having a huge number of customer across the India. And it’s
distribution area is also very huge. In is distributed in urban area and the
most targeted customer are middle class family because of this factors
Good day is 2nd most consuming cookie in India after Parle G . Still
selling of Good day cookie in rural area is less so that , company should
focus on rural area also.
They can start new scheme about the good day cookies , like cash prize
for lucky winner or foreign trip for lucky winner for increasing the sell in
rural area as well as in urban area .
While making a product a SKU (Stock Keeping Unit) of the shop retailers
I have got about the Gross Margin Return on Investment and they
promote the brands(good day) which provide them highest profit margin.
Maximum time the retailers expect return in the form of some company
scheme and profit margin as well as references of the shop. After all
these, company schemes make the a huge differences about profit
margin.

QUESTIONNAIRE:
While taking to Mr. Shyam Ji Kashyap who is presently working with
Britannia biscuit as a Distributor, he gave me answer which were asked by
me. These are follows:
1: By how many years you are distributing the Good day cookies?
- 6 years
2: What are the major area for distribution the good day cookies?
- Small retailers of the city as well as the in rural area also. A good
amount of the cookies also distributed in some marts also.
3: By how much amount of the good day distribute in one month?
- Average 4 boxes in one small retail store and 6-8 boxes in marts. And
distribution is also dependent on season. Like in festival season the
distribution is increased .
4: what is the market share of good day cookies in your area?
- There is very good market share of good day cookies in our are. It is
2nd most buying cookie in market and market share is 2/3.
5: How you generate the sell of good day biscuit while distributing?
- We offer some scheme and discount according to there past
experience of selling. Also give target to them for getting more good
scheme.
6: How many retailers do cover in one month?
- Approximately 100 to 120
7: Can you provide your firm’s GST no?
- 09BJBPA2379F1ZG
8: Can you give me your number?
- 9984174061

Consumer Behaviour Analysis

For getting the consumer behaviour analysis I created google form with several
questionnaire about the Good day. After that I became to know that , there are
majorly three type of factors which affect the consumer behaviour and those
are : psychological, personal and social.
I am providing the google form link billow:
https://docs.google.com/forms/d/1_3JxMccEy5yPZgURumk9n1Vr23UxAK1Y28Aoylei_LQ/edit#respo
nse=ACYDBNhuIeK6JgHQeKgYzjNp-e8dwc95I0ehzxeCLNZNAzwRo555DH8ydbh_K-7Iv4wY44Y
Retailers Details:
BLUEMART EMPORIO PRIVATE LTD
Ajad Chauk kaptanganj
Kushinagar Uttar Pradesh 274301
Phone No. 9918700160

Reliance fresh
 Plot No.- 1079/1110/1961(P) Chnadaka
Bhubaneswar, Odisha 751003
Phone no. 6742500137

Krishna bakers store

Main road captainganj kushinagar
Uttar Pradesh 274301

Radhika variety store

near SUM hospital
Bhubaneswar 751003

Abhi store
near IIIT college
Bhubaneswar 751003
Phone no. 8249813889

Omfed
Gotthapatana
Bhubaneswar 751003
Phone no. 8637277197
Gauri kirana store
Captainganj kushinagar
Uttar Pradesh 274301
Phone no. 9453065423

Super marts
Near kalinga chok
Bhubaneswar 751003