CHAPTER 1

INTRODUCTION
Britannia Industries Limited is an Indian company based in Kolkata that is famous for its Britannia
and Tiger brands of biscuit, which are highly recognized throughout the country. Britannia is one of India’s
leading biscuit firms, with an estimated 38% market share.

The Company's principal activity is the manufacture and sale of biscuits, bread, Rusk, cakes and dairy.

The Britannia's fame is largely acknowledged through the colorful Britannia logos that Indian
cricketers such as Virender Sehwag and Rahul Dravid wear on their bats.

INDUSTRY PROFILE

Britannia Industries

Britannia Industries Limited

Type Public

(BSE: 500825)

(NSE: BRITANNIA)

Industry Food

Founded 1892

Headquarters Kolkata and Bangalore; R&DChennai, India

Number of locations 300 stores (2000)

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 Area served India

Key people Nusli Wadia, Chairman

Ms. Vinita Bali, (Managing Director)

Products Biscuits Tiger, Britannia,

milk

Revenue ▲ Rs 2,200 crore

Owner(s) Danone, Kalabakan Investments

Parent Wadia Group,

Associated Biscuits Intl. Holdings

Website www.britannia.co.in

History
It was started way back in 1892 with an investment of Rs. 295 Initially, biscuits were
manufactured in a small house in central Kolkata. Later, the business was acquired by
the Gupta brothers and operated under the name of V.S. Brothers. In 1918, C H
Holmes, an English businessman in Kolkata was taken as a partner and The Britannia
Biscuit Company Limited (BBCo) was launched. The Mumbai factory was setup in 1924
and Peek Freans, UK acquired a controlling interest in BBCo. Biscuits were in big
demand during World War II, which gave a fillip to the company’s sales. The company
name was changed to the current Britannia Industries Limited in 1979. In 1982 Nabisco
Brands Inc., USA became a major foreign shareholder

Kerala businessman K. Rajan Pillai secured control of the group in the late 1980s,
becoming known in India as the 'Biscuit King'. In 1993, the Wadia Group acquired a
stake in ABIL, UK and became an equal partner with Groupe Danone in Britannia
Industries Limited. In what The Economic Times referred to as one of [India's] most
dramatic corporate sagas, Pillai ceded control to Wadia and Danone after a bitter
boardroom struggle then fled his Singapore base to India in 1995 after accusations of
defrauding Britannia, and died the same year in Tihar Jail.
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Growth and profitability
The company is a growing and profitable one. Between 1998 and 2001, the company's
sales grew at a compound annual rate of 16 per cent against the market, and operating
profits reached 18 per cent. More recently, the company has been growing at 27 per
cent a year, compared to the industry's growth rate of 20 per cent. At present, 90 per
cent of Britannia’s annual revenue of Rs2,200 crore comes from biscuits.
Business
Dairy products
Dairy products contribute close to 10 per cent to Britannia's revenue. Britannia trades
and markets dairy products, and its dairy portfolio grew at 47% in 2000-01 and by 30%
in 2001-02. Britannia holds an equity stake in Dynamix Dairy and had outsourced the
bulk of its dairy products from its associate. Its main competitors are Nestle India, and
the National Dairy Development Board (NDDB),and amul(GCMMF)
Joint venture with New Zealand Dairy
On 27 October 2001, Britannia announced a joint venture with Fonterra Co-operative
Group of New Zealand, an integrated dairy company from procurement of milk to
making value-added products such as cheese and buttermilk. Britannia planned to
source most of the products from New Zealand, which they would market in India. The
joint venture will allow technology transfer to Britannia. Britannia and New Zealand
Dairy each holding 49% of the JV, and the remaining 2 per cent held by a strategic
investor. Britannia has also tentatively announced that its dairy business would be
transferred and run by the joint venture.

The authorities' approval to the joint venture obliged the company to start manufacturing
facilities of its own. It would not be allowed to trade, except at the wholesale level, thus
pitching it in competition with Danone, which had recently established its own dairy
business.

Biscuits
The company's factories have an annual capacity of 433,000 tones. The brand names
of biscuits include VitaMarieGold, Tiger, Nutrichoice Junior, Good Day, 50

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50, Treat, Pure Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice and
many more.

Tiger, the mass market brand, realized $150.75 million in sales including exports to
countries including the U.S. and Australia, or 20% of Britannia revenues in 2006.

The company alleged that Danone has violated its intellectual property rights in the
Tiger brand by registering and using Tiger in several countries in 2006 without the
consent of the Britannia Board. Managing Director Vinita Bali claims the company found
out in 2004 Danone launched the Tiger brand in Indonesia in 1998, and later in
Malaysia, Singapore, Pakistan and Egypt when it attempted to register the Tiger
trademark in some of these countries. Whilst it was initially reported in December 2006
that agreement had been reached, it was reported in September 2007 that a solution
remained elusive. In the meantime since Danone's biscuit business has been taken
over by Kraft, the Tiger brand of biscuits in Malaysia has been renamed Kraft TiGER
Biscuits beginning September 2008.

Britannia initiated legal action against Danone in Singapore in September 2007.

The dispute has been resolved with Denone paying Rs 220 Million for utilizing the
brand, and Britannia securing legitimate right to use the Tiger brand worldwide .
Ownership and relationship between major shareholders
The Wadias' Kalabakan Investments and Groupe Danone have two equal joint venture
companies, Wadia BSN and UK registered Associated Biscuits International Holdings
Ltd., which together hold 51 per cent stake in Britannia. The ABIH tranche was acquired
in 1992, while the controlling stake held by Wadia BSN was acquired in 1995. It was
agreed that, in case of a deadlock between the partners, Danone is obliged to buy the
Wadia BSN stake at a "fair market value". ABIH which has a separate agreement
signed in 1992 and is subject to the British law.

Wadia was to be Danone's partner in the food and dairy business, and product launches
from Groupe Danone’s were expected but never materialised despite the JV being in
existence for over 11 years in India. Under the 1995 joint venture agreement, Danone is
prohibited from launching food brands within India without the consent of the Wadias . In
addition, the partners agreed there would be the right of first refusal to buy out the
remaining partner in the event of the other wishing to sell its holding.

In May 2007, Nusli Wadia told the Ministry of Commerce and Industry that Danone
invested in a Bangalore-based bio nutrition company,Avesthagen, in October 2006 in

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violation of the government's Press Note 1, 2005, which requires a foreign company to
obtain the consent of its Indian joint venture partner before pursuing an independent
business in a similar area, including joint ventures based purely on technical
collaboration. Danone argued that Press Note 1 did not apply to it as it did not have a
formal technology transfer or trademark agreement with Avesthagen, and that its 25 pct
holding in Britannia was indirect. Wadia also filed a case in the Bombay High Court for a
breach of a non-compete clause in that connection. The court ordered Danone not to
alienate, encumber or sell shares of Avestagen.

In September 2007, the Foreign Investment Promotion Board of India rejected Danone's
claims that it does not need a non-compete waiver from the Wadias to enter into
business in India alone.

In June 2006, Wadia claimed Danone had used the Tiger brand to launch biscuits in
Bangalore.

After a prolonged legal battle, Danone has finally agreed to sell its stake in Britannia
and get out of this line of business. Danone will sell its 25.48% stake to Leila Lands,
which is a Wadia group entity based in Mauritius. The deal is valued to be at $175–200
m. With this buy-out, Wadia's will hold a majority stake of 50.96%.

CHAPTER – 2

NEED, OBJECTIVES AND LIMITATIONS

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Need for the study
Advertisement is the main activity of every business organization. In this competitative business
scenario each and every activity starts and ends with the customer.
In the present scenario, the advertisement is lifeblood for every business activities. Even in this
industry there prevails a stiff competition between the food industries. In spite of a well-
established network and infrastructure supporting, certain food providers weren’t able to root
their footsteps in the market due to lack of proper advertisement. Due to this they are unable to
reached the customer.
Due to the lack of promotional events there is great possibilities of the success of competitors.
Objectives
Primary Objective
1. To know the degree of awareness of people about the Britannia .

2. To improve the promotional events.

3. To speculate the future of Britannia industries.

Secondary Objective
 To know the negative points about the advertisement of Britannia.
 To know the reputation of Britannia in market.
 To know the competitors of Britannia in market.
Limitations of the Study
 The area of study is limited to hostel and town only; hence the results may not be true for
other geographical areas.

 Validity & Reliability of the data are obtained depends on the responses from the
customer.

 Structured questionnaire are base for collecting the data, it may have disadvantages of not
being to probe deep into the respondents thoughts.

 The time at the disposal of the researcher is limited.

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 The size of the sample comparing to the population is very less and hence it will not
represent the whole population.

CHAPTER – 3

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 RESEARCH METHODOLOGY
Methodology is a way to systematically solve the research problems. It explains the various steps
that are generally adopted by a researcher in studying the research problem with logic behind
them.
Research Design
The research design is the basic framework or a plan for a study that guides the collection of data
and analysis of data. In this market survey the design used is used Descriptive Research Design.
It includes surveys and fact-finding enquiries of different kinds. The major purpose of
descriptive research is description of state of affairs, as it exists at present.
The information are collected from the individuals and analyzed with the help of different
statistical tools, to find the satisfaction level of customer.
Moreover cross table analysis has been done for processing the data and information is derived
to attain the objectives of the study.
Sampling Design
Population
Since the population of hosur is large in number, researcher was unable to collect information
from all individuals due to limitation of time. So part of the population is taken for analyzing and
generating the findings, which is applicable for total population.
Sampling Technique
Simple Random Sampling Method is used to collect data. Data has been collected from the
sample chosen from the directory randomly.

Sample Size

The size of the sample is 50, and factors to be considered are time, cost and effectiveness etc.
The study was conducted during the period march 2010.

Sample Unit
The respondents of the study are part of population of hostel. Each individual is considered to be
the sampling unit
Data Collection

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The collection of data is considered to be one of the most important aspects in the research
methodology. Both primary and secondary data is used in this study in order to meet the
requirements of the purpose.
Primary Data
Under this study primary data was collected by using Structured Questionnaire. The structured
questionnaire consists of both open-ended and closed-ended questions. The primary data has
been collected through the questionnaire by means of personal interview. The questionnaire
consists of number of questions printed in a definite order on a form. The primary data was
collected from individuals residing in hostel and Town, with the help of questionnaire.
Secondary Data
The secondary data are sourced from various websites, Magazines, Books, Pamphlets, and
Periodical Surveys etc.
STATISTICAL TOOLS USED FOR THE STUDY
The data has been mainly analyzed by using the following methods and tests.
1. Percentage Analysis
2. Two – way analysis
Cross Tabulation and Percentage method supplemented by appropriate charts are used to
interpret the analysis.
Percentage Analysis

Percentage refers to a special kind of ratio in making comparison between two or more data and
to describe relationships. Percentage can also be used to compare the relation terms the
distribution of two or more sources of data.

Number of Respondents
Percentage of Respondents = --------------------------------- X 100
Total Respondents

CHAPTER - 4
DATA ANALYSIS AND INTERPRETATION

AGE PROFILE OF THE RESPONDENTS

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 No. of
Age Percentage
S.No. Respondents
1. Below 25 years 35 70.0
2. 25 to 35 years 15 30.0
3. 35 to 45 years 0 0
4. Above 45 years 0 0
Total 50 0.0
INFERENCE

It is noted from the above table that maximum(70.0%) of the respondents are belong to
below 20 years of age group, 15.0% of the respondents are belong to 20 - 30 years of age group .

1 2 3 4

30%

70%

GENDER OF THE RESPONDENTS

No. of
S.No. Gender Percentage
Respondents
1. Male 41 82.0
2. Female 9 18.0
Total 50 0.0

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INFERENCE
It is noted from the above table that 82.0% of the respondents are belonging to male category and
18.0% of the respondents are belonging to female category.

1 2

18%

82%

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 OCCUPATIONAL STATUS OF THE RESPONDENTS

No. of
S.No. Occupational Status Percentage
Respondents
1. student 50 100.0
2. Business man 0 0.0
3. Govt. servant 0 0.0
4. Others 0 0.0
Total 50 0.0

INFERENCE
It is inferred from the above table that 100.0% of the respondents are students .

1 2 3 4

100%

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 MONTHLY INCOME OF THE RESPONDENTS

No. of
S.No. Monthly Income Percentage
Respondents
1. Less than Rs.10000 0 0.0
2. Rs.10000 – Rs.20000 0 0.0
3. Rs.21000 – Rs.30000 0 0.0
4. others 50 100.0
Total 50 0.0

INFERENCE
It is known from the above table that,100.0% students having no income.

1 2 3 4

100%

AWARENESS OF BRITANNIA

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 No. of
S.No. Opinion Percentage
Respondents
1. yes 47 94.0
2. no 3 6.0
Total 50 100.0

INFERENCE
It is noted from the above table that 94.0% of the respondents are aware of Britannia And 6.0%
are not aware of Britannia.

1 2

6%

94%

NO. OF BRITANNIA PRODUCT

S.No. Number No. of Percentage

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 Respondents
1. One 3 6.0
2. Two 13 26.0
3. Three 7 14.0
4. More than three 27 54.0
Total 50 0.0

INFERENCE
From the above analysis it is stated that 6.0% of the respondents know only one product Of
Britannia, 26.0% of the respondents know two products,14.0% of the respondents Know three
products and 54.0% of respondents know more than three products.

1 2 3 4

6%

26%

54%

14%

MEDIUM TO KNOW ABOUT

BRITANNIA

No. of
S.No. Opinion Percentage
Respondents
1. By T.V 40 80.0

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 2. By friends 3 6.0
3. By news paper 3 6.0
4. Others 4 8.0
Total 50 0.0

`INFERENCE
It is identified from the above table that 80% of respondents firstly knew from
T.V,6.0% from friends,6.0% from news paper and 8.0% from other sorces .

1 2 3 4

8%
6%

6%

80%

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 OFTEN USE OF BRITANNIA

No. of
S.No. Opinion Percentage
Respondents
1. Daily 27 54.0
2. Weakly 18 36.0
3. Monthly 3 6.0
4. Yearly 2 4.0
Total 50 0.0

INFERENCE
From the above table it is noted that
 54.0% of the respondents are daily eat the Britannia products.
 36.0% of the respondents are weakly eat the Britannia products.
 6.0% of the respondents are monthly eat the Britannia products.
 4.0% of the respondents are uses yearly.

1 2 3 4

4%
6%

36% 54%

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 ABOUT THE FRAGRANCE

No. of
S.No. Opinion Percentage
Respondents
1. Yes 44 88.0
2. No 6 12.0
Total 50 100.0

INFERENCE

It is stated from the above table that 88.0% of the respondents are highly satisfied
with the fragrance of britannia’s product and 12.0% of respondents are not satisfied.

1 2

12%

88%

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 ABOUT THE PACKAGING

No. of
S.No. Opinion Percentage
Respondents
1. Yes 46 92.0
2. No 4 8.0
Total 50 0.0

INFERENCE
It is noted from the above table that
 92.0% of the respondents are satisfied with packaging of Britannia products.
 8.0% of the respondents are not satisfied.

1 2

8%

92%

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 RESPONSE OF PRODUCTS

No. of
S.No. Opinion percentage
Respondents
1. Good day 31 62.0
2. 50-50 8 16.0
3. Milk bikis 9 18.0
4. Others 2 4.0
Total 50 100.0

INFERENCE

It is inferred from the above table that the most people(62.0%) like to eat Good day
,16.0% of the respondents wants 50-50,18.0% are like milk bikis and only 4.0% of
respondents are going for other products of Britannia.

1 2 3 4

4%

18%

16% 62%

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 AFFORDABLITY OF COST

Opinion NO of percentage
S.NO
Respondents
1. Affordable 37 74.0
2. Unaffordable 13 26.0
Total 50 100.0

INFERENCE
It is inferred from above table that,74.0% of respondents thinks that cost
Is affordable and 26.0% are think that unaffordable.

1 2

26%

74%

COMPETITORS ASPECT

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 No. of
Percentage
S.No. Opinion Respondents

1. Parley 14 28.0

2. Sunfeast 20 40.0

3. GlaxoSmithKline 1 2.0

4. others 15 30.0

Total 50 100.0

INFERENCE
It is noted from the table that,there are two major competitors in market.

If Britannia not available in market then 40.0% of the respondents are

Prefer to buy sunfeast,28.0% are parley,2.0% are GlaxoSmithKline and 30.0%

Are others.

1 2 3 4

30% 28%

2%

40%

PACKAGING HELPS IN ADVERTISEMENT

OR NOT.

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 S.N Opinion No of percentage
O Respondents
1. Yes 29 58.0

2. No 5 10.0
3. May be 16 32.0

Total 50 100.0

INFERENCE
It is stated from the above table that 58.0% of the respondents has believe
That packaging helps in advertisement,10.0% has no believe,and 32.0%
Are may be believe or not.

1 2 3

32%

58%

10%

PEOPLE AWARENESS OF BRITANNIA’S

PRODUT IN PRINT ADDS

S.N Opinion No. of Percentage

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 O Respondents
1. Yes 40 80.0
2. No 10 20.0
Total 50 100.0

INFERENCE

The above table shows that 80.0% of the respondents have seen
The print add and only20.0% of the respondents are never seen
Print adds of Britannia..

1 2

20%

80%

“SLOGAN” OF BRITANNIA

S.NO Opinion No. of Percentage

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 Respondents
1. Yes 37 74.0

2. No 13 26.0

Total 50 100.0

INFERENCE
The above table shows that,74.0% of the respondents well know
About the slogan and 26.0% are not know about the slogan of
The Britannia.

1 2

26%

74%

“JINGLE” OF BRITANNIA

S.NO Opinion No. of Percentage

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 Respondents
1. Yes 32 64.0

2. No 18 36.0

Total 50 100.0

INFERENCE
The above table shows that,64.0% of the respondents well know
About the jingle and 36.0% are not know about the jingle of
The Britannia.

1 2

36%

64%

FINDINGS, SUGGESTIONS AND CONCLUSIONS

FINDINGS

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 Most of the respondents belongs to the age groups 0-20 years and 20- 30 years and
most of the respondents belongs to male category.

 Most of the respondents are educated till the level of collegiate education and most of the
respondents are studying .

 Most of the respondents are not earning.

 It is stated that 94.0% of the respondents are aware of Britannia.

 Most of the respondents are know more than three products of Britannia.

 Most of the respondents are use daily.

 Sun feast is the main competitor of Britannia.

 Most of the respondents can afford the cost of products.

SUGGESTIONS

 Britannia should conduct national/international Quiz contests

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 Britannia should conduct national/international game contests.
 Britannia should provide gift items for the mostly users consumers in month.
 Britannia should display the posters and graffiti on wall.
 Make understandable advertisement for villages.
 Britannia should maintain different advertisement languages.
 Britannia should open separate selling corner.
 Add cartoon character in advertisement.
 Blue packaging of milk bikis is not good,blue is bad for luck.
 It should not call super stars for advertisement that leads price rise of products.

CONCLUSION:

From the study the influence of Demographic variable in the level of awarness
yielded by the people as well as the Behavioural pattern of the people is analysed in this study.

It is identified that the promotional events by Britannia is at satisfactory level to the

respondent’s .But most of the respondents are not satisfied with the features of the company.

Britannia should focus on the promotional measures as equal to the other company
to enhance their activity to catch the new customers.

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 CHAPTER-5

APPENDIX - I

TO STUDY THE LEVELOF AWARENESS OF CUSTOMERS

ABOUT BRITANNIA

QUESTIONNAIRE

1. Name :
2. Age Group:
a) <20 [ ] b) 20-30 [ ] c) 31-40 [ ] d) 40 above [ ].
3. SEX:
. a) male [ ] b) female [ ]
4. Are you a --------------?
a) Business Man [ ] b) Govt. Servant [ ] c) Student [ ] d) Others [ ].
5. What ‘s your income range ?
a) <10000 [ ] b) 10000-20000 [ ] c) 21000-30000 [ ] d) Others [ ] .
6. Are you aware of Britannia?
a) Yes [ ] b) No [ ]
7. How many Britannia Product you know ?
a) One [ ] b) Two [ ] c) Three [ ] d) More than three [ ].
8. How do you came to know about products of Britannia?
a) By T.V [ ] b) By Friends [ ] c) By news paper [ ] d) others [ ].
9. How often do you use the Britannia ‘s products?
a) Daily [ ] b) Weakly [ ] c) Monthly d) yearly[ ]
10. Do you enjoy the fragrance of Britannia’s products?
a) Yes [ ] b) No [ ].
11. DO you like the packing the Britannia’s products?
a) Yes [ ] b) No [ ]
12. Which Britannia product you are using the Most?
a) Good day [ ] b) 50-50 [ ] c) Milk Bikis [ ] d) Others [ ]
13. How about the cost of Britannia?
a) afordable [ ] b) unafordable [ ]
14. If Britannia product is not available in store than which product you
prefer?
a) parley [ ] b) Sun feast [ ] c) Glaxo smith line [ ] d) others[ ]
15. According to your view will the packaging helps to promote
Advertisement?

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 a) yes [ ] b) No [ ] c) May Be [ ]
16. Have you ever seen the Britannia products in print adds?
a) Yes [ ] b) No [ ]
17. Do you know the “slogan” of Britannia?
a) yes [ ] b) No [ ]
18. Do you know the” Jingle” of Britannia?
a) yes [ ] b) No [ ]
19. Please suggest some innovative ideas for improving the Advertisement of
Britannia?

______________________________________________________________

______________________________________________________________

______________________________________________________________

20). E-mail Id: -------------------------------------------------------------------------

21). Mobile no: ------------------------------------------------------------------------

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 REFERENCES

1. Nithya mam.
2. Mili mam.

Websites

 www.google.com

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