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An Introduction to FMCG Industry
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Fast Moving Consumer Goods FMCG Industry :
FMCG are products that have a quick shelf turnover, at relatively low cost and don't require a lot of thought, time and financial investment to purchase • ‘Fast Moving’ is in opposition to consumer durables such as kitchen appliances that are generally replaced less than once a year. • Three of the largest and best known examples of Fast Moving Consumer Goods companies are Nestlé, Unilever and Procter & Gamble. • The Indian FMCG sector is an important contributor to the country's GDP. It is the fourth largest sector in the economy and is responsible for 5% of the total factory employment in India . • This has been due to liberalization, urbanization, increase in the disposable incomes and altered lifestyle. • . The lower-middle income group accounts for over 60% of the sector's sales. Rural markets account for 56% of the total domestic FMCG demand.
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FMCG – Evolution :
1950’s-80’s – Low Investment in the sector Low purchasing power Govt’s emphasis on small scale sector HLL and other company’s urbane focus Post liberalization Entry of MNCs Focus shifted to getting to rural consumer first Others, like Nestle, remained with the urban population Latest fad to hit the market is the ‘sachet’ bug. Mushrooming of regional brands Nirma enters and changes the focus to ‘Value for Money’ in the 70’s Post liberalization, Jyothi Laboratories, ‘Ghari’ Detergent and ‘Anchor’ toothpaste giving the nation-wide brands a run for their money.
FMCG SECTOR :
Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return. .
A major portion of the monthly budget of each household is reserved for FMCG products. The volume of money circulated in the economy against FMCG products is very high.
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Number of products the consumer use is very high. Competition in the FMCG sector is very high resulting in high pressure on margins.FMCG companies maintain intense distribution network. Companies spend a large portion of their budget on maintaining distribution networks. New entrants who wish to bring their products in the national level need to invest huge sums of money on promoting brands. Manufacturing can be outsourced. A recent phenomenon in the sector was entry of multinationals and cheaper imports. Also the market is more pressurized with presence of local players in rural areas and state brands.
THE TOP 10 COMPANIES IN FMCG SECTOR
SL. NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Companies Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestlé India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries
www.co.com/fyp/ Biscuit Industry In India HISTORY OF BISCUITS: 5 .final-yearprojects.cc | www.troubleshoot4free.
were ideal food to store. Soft or crunchy. the amount and quality of biscuits baked were also carefully monitored. managed through a series of 'guilds' or professional associations. baking was a carefully controlled profession.www. journeyman. sometimes with the addition of a few drops of rose water. Making good biscuits is quite an art. 6 . biscuits became the ideal travelling food since they stayed fresh for long periods. In fact. Scotch and Dutch immigrants originally brought the first cookies to the United States and they were called teacakes. thus. and finally master baker. then served with honey and pepper. Simple or exotic. witnessed the boom of biscuits when these were sealed in airtight containers to last for months at a time. As people started to explore the globe. because of their low water content." The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Hard track biscuits (earliest version of the biscotti and present-day crackers) were part of the staple diet of English and American sailors for many centuries. They were often flavored with nothing more than the finest butter. hard and thin wafers which.final-yearprojects. "plunkets" and "cry babies".working through the ranks of apprentice. in which "a thick paste of fine wheat flour was boiled and spread out on a plate. and history bears testimony to that. Biscotti is said to have been a favorite of Christopher Columbus who discovered America. one had to complete years of apprenticeship .com/fyp/ Sweet or salty. biscuits were unleavened.cc | www.co. are the ones where biscuits are most popular even today. The seafaring age. Not only this.troubleshoot4free. Back then. Cookies in America were also called by such names as "jumbles". When it had dried and hardened it was cut up and then fried until crisp. Everybody loves munching on biscuits. the countries which led this seafaring charge. The English. such as those in Western Europe. During the 17th and 18th Centuries in Europe. To become a baker. but do they know how biscuits began? The history of biscuits can be traced back to a recipe created by the Roman chef Apicius.
Chemical leavening agents. and fats.troubleshoot4free.like 'soft' wheat flour (which contains less protein than the flour used to bake bread) sugar. such as butter and oil. This led to the development of manufactured cookies.www. became available and a profusion of cookie recipes occurred. the essential ingredients of biscuits haven't changed .co. the price of sugar and flour dropped.com/fyp/ As technology improved during the Industrial Revolution in the 19th century.cc | www. Today. Some interesting facts on the origin of other forms of biscuits: 7 .nothing beats the biscuit. though they are known by different names the world over.final-yearprojects. Interestingly. as time has passed and despite more varieties becoming available. people agree on one thing . such as baking soda.
when Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their defence against Mongolian invaders. Naples biscuits and Savoy biscuits) has changed little in 900 years and dates back to the house of Savoy in the 11th century France. They are made from a simple egg.troubleshoot4free.cc | www. The macaroon . sponge biscuits.co. flour and sugar dough and are usually rectangular in shape.a small round cookie with crisp crust and a soft interior .seems to have originated in an Italian monastery in 1792 during the French Revolution. The inspiration for fortune cookies dates back to the 12th and 13th Centuries. sponge fingers.com/fyp/ The recipe for oval shaped cookies (that are also known as boudoir biscuits. SPRING-uhr-lee. Peter the Great of Russia seems to have enjoyed an oval-shaped cookie called "lady fingers" when visiting Louis XV of France. have been traditional Christmas cookies in Austria and Bavaria for centuries.final-yearprojects.www. These cookies are made with a leavening agent called ammonium carbonate and baking ammonia. Biscuit making process 8 .
Major ingredients are flour.co. 9 . which then passes down to gauge rollers.final-yearprojects.www. and sheet thickness is achieved for moulder/cutter. fat. sugar and others as per the product one would like to have. Here we have a cutter or moulder as per the variety where one gets the shape and sizes of biscuits.cc | www. MOULDING: In this section we laminate the dough into sheet. These ingredients are then fed into Mixers where mixing is done and dough is prepared for moulding/cutting .com/fyp/ MIXING: This is a process where all ingredients are put together in right proportion for dough formation.troubleshoot4free.
Different type ovens are available 10 .cc | www.final-yearprojects. The biscuits are baked on desired temperatures. Various type of heating are available now days as per the convenience and cost.co.www.com/fyp/ BAKING: This is the area where we pass these moulded wet biscuit into baking oven.troubleshoot4free.
cc | www.The temperatures are brought down to room temperatures PACKING: These biscuit are then stacked and fed into packing machine for packing Different packing material are available for packing of these biscuit in different packs slug packs .com/fyp/ COOLING: These baked biscuits are then passed on to cooling conveyors for natural cooling prior too packing . These packs are then put into secondary packaging like cartons to be transported to retailers. pouch pack or family packs etc.co. 11 .troubleshoot4free.www.final-yearprojects.
14% 2005-06 .15% 2008-09 . it has picked up momentum during the 2007-08 and the first quarter of 2008-09 mainly on account of exemption from Central Excise Duty on biscuits with MRP up to Rs. as per Union Budget for 2007-08.final-yearprojects.co.100/per kg.14% 2006-07 .cc | www.15% 2004-05 .www. Annual Growth: The biscuit industry in India witnessed annual growth as below:2003-04 . 12 .13% 2007-08 .com/fyp/ BISCUIT INDUSTRY IN INDIA-STATUS PAPER 1.17% (April – June)While the growth rate has been stagnating during last 4 years.troubleshoot4free.
2.54 2005-06 .final-yearprojects.11.cc | www.www.14. Annual Production: The organized biscuit manufacturing industry‘s annual production figures are given below: (In Lakh Metric Tonnes) 2003-04 . Growth in biscuit marketing has been achieved also due to improvement in rural market penetration.troubleshoot4free. IMPORTS of biscuits into India has not shown any significant growth during the 13 . estimates annual growth of around 20% in the year 2008-09. EXPORTS of Biscuit is estimated to be around 15% of the annual production during the year 2007-08. instrumental in obtaining the excise duty exemption.00 2004-05 .17.14 Segments : The organized and unorganized sectors of the biscuit industry is in the proportion Of 60%:40% ratio.29 2006-07 .com/fyp/ Indian Biscuit Manufacturers’ Association (IBMA).12.co.16.14 2007-08 .
final-yearprojects. Wheat Flour Veg. consisting of around 150 units are facing erosion in their profitability and competitive capability. Fuel.NO Raw Martial 1 2 3 Maida Sugar Parmoline Oil Jan 08 12. Sugar. HIKE IN COST OF PRDUCTION : Biscuit Industry especially the Small & Medium Sector.com/fyp/ last two years and has not affected production/sales by the Indian Biscuit industry . HIKE IN PRICES OF RAW MATERIALS S. Dealers / Wholesalers and Retail shops.00 16. due to :Steep hike in cost of production on account of increase in prices of major raw materials.www.e. Packaging Materials.00 14 .09 52. i. Oil. 3.troubleshoot4free. Wages.23 15.etc.00 57.co.99 May 08 12. Detailed Comparative Chart showing adverse impact on Biscuit Industry is given below: 4.Recent increase in prices of Petrol/Diesel in May 2008 has further resulted n cost push.cc | www. Milk. Rural-urban penetration of Biscuit: Urban Market :75% to 85% Rural Market : 50% to 65% Marketing : Wholesale and Retail marketing in the Biscuit industry is carried out with a network of C & F Agencies (for States and specific Districts).
01 Milk Cream 7546.05 0.00 28.22 0.00 • • • The above rates are excluding VAT & other Taxes as well as Cost escalation due to increase prices of Laminate.28 41.18 Golmol 150 gm 34.08 Glucose 85 gm 31. Pattern of Biscuit Consumption(On Zonal basis) in the 15 .09 7.00 105.08 Crunchy 150 gm bite30.36 0.59 5.O HM Bag Carbon Box Per Kg 122.38 gm Marie 17 gm 40.20 2.26 1.co.00 26.21 Difference Rs 0.37 5.00 127.No 1 2 3 4 5 6 7 Cost per KG Jan 08 May 08 31.com/fyp/ 4 5 6 7 8 9 S. hike in prices of Petrol/ Diesel.www.26 43.59 2 in 1 75 gm 39.06 Butter 250 gm 41.00 230.73 32.94 2.troubleshoot4free.23 2.63 91. Revision of wages S.06 47.00 130.90 0.36 5.P Butter Laminate F.94 200.00 118.00 35.40 34.92 25.82 41.84 inIn %age 2.M.final-yearprojects.cc | www.65 2.
troubleshoot4free.www. Priyagold. as shown above. Sunfeast. Cremica.23% Southern Zone . Biskfarm.final-yearprojects. Cookieman etc. Champion. Cream.cc | www. Sweet. Marie.html 16 .25% Western Zone . Parle. Anmol.5% to 4% is acceded to Main Categories of Biscuits are broadly as under: Glucose. in case the industry’s plea for reduction in the rate of Value Added Tax (VAT) from 12. Dukes.com/fyp/ country are as below: Northern Zone . Priya. Raja.ibmabiscuits.in/industry-statistics. Britannia. http://www. Bonn.24% East and North East Zone . & Milk Popular Brands of Biscuits in the country are. will also increase considerably.co.East) The per capital consumption as well as pattern of consumption in the four regions.28% (Including N.
co.troubleshoot4free.final-yearprojects.aspx 17 .com/fyp/ Biscuits can be broadly categorized into the following segments: Biscuit Category Glucose Marie Cream Crackers Milk Others Annual Production in Percentage 44% 13% 10% 13% 12% 8% SOURCE: http://foodbizdaily.cc | www.www.com/articles/32688-news-biscuit-industry-inindia-an-overview.
cc | www.co. 18 .www.troubleshoot4free.final-yearprojects.com/fyp/ Britannia Industries Ltd.
which later passed on to the Associated Biscuits International (ABI) an UK based company. 1918 . EVOLUTION OF BRITANNIA : THE STORY THUS FAR . partnered with Gupta Brothers.co.final-yearprojects. thus acquiring controlling stake in Britannia. a Singapore based NRI businessman along with the Groupe Danone acquired Asian operations of Nabisco. Holmes. 1892 . Delhi and Chennai. Pea Frean UK acquired a controlling stake. It became the first company east of the Suez Canal to use gas ovens. 19 . H. an English business man. In 1989. Britannia was incorporated on the 21st of March 1918 as a public limited company under the Indian Companies Act VII of 1913.Mr C. 1921 .com/fyp/ COMPANY PROFILE COMPANY’S BACKGROUND Britannia was incorporated in 1918 as Britannia Biscuits Co LTD in Calcutta.A humble genesis was made to manufacture biscuits in a small house in Central Calcutta. J M Pillai.cc | www. Brothers.S. . Groupe Danone and Nusli Wadia took over Pillai’s holdings. 1897 . During the 50’s and 60’s. . Later. In 1924.www. Britannia expanded operations to Mumbai.295. with an investment of Rs.The business was acquired by Gupta brothers who moved operations to Dum Dum in Calcutta under the name of V.Britannia obtained priority certificate to import new machinery.troubleshoot4free.
1935-45 . ‘Tiger’ biscuits were launched. Think Better’ became the new corporate mantra.com/fyp/ 1924 . Britannia entered the dairy business. Britannia Lagaan Match was India’s most successful promotional activity of the year. 2005 .New factories were established in Mumbai and Calcutta.Britannia formed a joint venture with Fonterra.On 3rd October. Britannia ‘50-50 Pepper Chakkar’ was launched.1 food brand of the country.Britannia celebrated its Platinum jubilee and launched `Little Hearts’. Britannia was ranked No. 1993 . 2000 .troubleshoot4free. the world’s second largest dairy company and Britannia New Zealand Foods Private Limited was born.The Wadia Group acquired a stake in ABI Holdings Limited (ABIH).1 Brand in Metros across all categories.1 MOST TRUSTED FOOD BRAND. 1983 . Britannia launched ‘Greetings’ a range of assorted gift packs.High quality sliced and packaged bread was pioneered and launched in Delhi.Forbes Global ranked Britannia among the Top 200 small companies. 2002 . 100 crore milestone. 1992 .Britannia Industries formed a joint venture with the Khimji Ramdas Group and acquired a 70 per cent beneficial stake in the Dubai-based 20 . 2007 . 1997 . which became a popular chant. 1954 . 2007 . Britanniawas rated the No.Brand Tiger’s re-birth was marked by the slogan ‘Swasth Khao. Tiger Ban Jao’. ‘Jim Jam’ and ‘Chekkers’ were launched.final-yearprojects. the Company was re-christened from Britannia Biscuit Company Limited to Britannia Industries Limited.Sales crossed the Rs. United Kingdom and became an equal partner with Groupe DANONE in BIL. a leading biscuit company in UK.In a survey conducted by AC Nielsen ORG-Marg and published in the Economic Times. Britannia became a subsidiary of Peek. Brand ‘50-50’ was launched.cc | www.www.‘Eat Healthy. Frean & Company Limited.co. 1979 .During World War II Britannia diverted 95% of its production for manufacturing ‘service biscuits’ for soldiers. It also ranked as No.
in 1892 to be precise. the biscuit market continued to grow… and Britannia grew along with it. Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Britannia's business was flourishing. 21 .www.com/fyp/ Strategic Foods International Co. In 1992. Britannia mechanised its operations. and in 1921. Britannia was acquiring a reputation for quality and value. In 1997. World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'. Low Fat Dahi and renovated ‘MarieGold’. with the advent of electricity. the company unveiled its new corporate identity . As a result.cc | www. LLC and 65. more importantly. 2008 . In 1975. firmly establishing the Indianness of the firm. In the subsequent public issue of 1978. it celebrated its Platinum Jubilee. SAOG. ‘Good Day Classic Cookies’. a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. it became the first company east of the Suez Canal to use imported gas ovens. it crossed the Rs."Eat Healthy. Four years later in 1983. the "Britannia Khao. the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces. In 1999. 100 crores revenue mark. the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India.Britannia launched Iron fortified ‘Tiger’ biscuits. As time moved on. The company we all know as Britannia today. On the operations front. 295. The following year. the company was making equally dynamic strides. The beginnings might have been humble-the dreams were anything but.co. during the tragic World War II. By 1910. The story of one of India's favourite brands reads almost like a fairy tale. Once upon a time.and made its first foray into the dairy products market. Indian shareholding crossed 60%. But. Think Better" .final-yearprojects.4% in the Omanbased Al Sallan Food Industries Co.troubleshoot4free.
22 . was born.cc | www. And millions of consumers will savour the results. and The Economic Times pegged Britannia India's 2nd Most Trusted Brand. In 2002. It was equally recognised 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.troubleshoot4free. Britannia's New Business Division formed a joint venture with Fonterra. Britannia's fairy tale is not only going strong but blazing new standards. and Britannia New Zealand Foods Pvt.final-yearprojects. the world's second largest Dairy Company. and that miniscule initial investment has grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders.co. Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World'.com/fyp/ Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. Having succeeded in garnering the trust of almost one-third of India's one billion population and a strong management at the helm means Britannia will continue to dream big on its path of innovation and quality. 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. happily ever after.www. Today. In recognition of its vision and accelerating graph. Ltd. more than a century after those tentative first steps.
com/fyp/ BRITANNIA BRAND TIMELINE Launched Over 50 Years Old Over 40 Years Old 1986 1993 1997 1998 2002 Brand Name Marie Milk Bikis Good Day 50:50 Tiger Nutrichoice Treat 23 .troubleshoot4free.co.www.final-yearprojects.cc | www.
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BRITANNIA PRODUCT LAUNCHES
2003-04 Good Day Coconut Timepass Nimkee Duet Treat- Strawberry & Vanilla Duet Treat- Orange & Chocolate Jam Treat- Orange Cup Cake Pineapple cake Chocolate Cake Rusk Tiger Cream- Kesar Kulfi Tiger Cream- Rose milk Marie Gold Doubles 50-50 Paper Chakkar Greetings Chota Tiger Tiger Cream- Chocolate 50-50 Chutkule Nutri Choice Digestive Nutri Choice Sugar Out Tiger Banana Good Day Classic Cookies Good Day Jambo Pure Magic Cookies Daily Fresh Dahi Cheese Slimz Tiger Cream- Butterscotch Tiger Cream- Strawberry Tiger Cream- Pineapple Nutri Choice 5 Grain Cheese Garlic & Multigrain Bread
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Berry Cheery Cup Cake Eggiess Cake
BRITANNIA OVERSEAS : Exports
• • • • • • • • • •
USA UAE Qatar Bahrain Ghana Saudi Arabia Kuwait Singapore Oman Seychelles
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Britannia in the Middle-East :
Britannia Industries Limited formed a Joint Venture with the Khimji Ramdas Group, one of the largest and the most respected business conglomerates in the Middle East. Britannia and its Associates have acquired a significant stake in Dubai based Strategic Food International Co. LLC and Oman based Al Sallan Food Industries Co SAOG. The two companies are key regional players in the biscuits, wafers and cookies segment in the GCC markets and export their products across the world. Strategic Food International Co. LLC (SFIC) is one of the largest biscuit and wafer manufacturing companies in the Middle East. An ISO and HACCP certified company, SFIC is also a proud winner of the Dubai Quality Appreciation Certificate. It offers a wide spectrum of products under the brand Nutro, which is a leading biscuit brand in the Middle East.
Bakers Pride :
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Al Sallan Food Industries Co is one of the foremost companies for the production of cookies, rolls and chocolates. The products are well known under the brand name of Baker's Pride.
PLANT LOCATION :
Britannia's plants are located in the 4 major metro cities – Kolkatta, Mumbai, Delhi, and Chennai. A large part of products are also outsourced from third party producers. Dairy products are out sourced from three producers - Dynamic Dairy based in Baramati, Maharashtra, and Modern Dairy at Karnal in Haryana and Thacker Dairy Products at Howrah in West Bengal.
cc | www. The logo consists of the company’s name and slogan.co. Britannia has the ability to change. It has maintained market leadership with a 48% value market share in the organized sector.3-million tonne Indian biscuits industry with a 60% share. Colour Red denotes Energy and Vitality.troubleshoot4free. The corporate statement “Eat Healthy Think Better” captures the Indian concept of the unity of mind and body. The logo has three colours red. 8478 million. Britannia is the largest biscuit and bakery company in the country with the daily sales turnover of over Rs. Today. The origin of eat healthy think better : Britannia -the 'biscuit' leader with a history-has withstood the tests of time. Tan Man Jagao”. Green stands for Nutrition and Freshness. Part of the reason for its success has been its ability to resonate with the changes in consumer needs-needs that have varied significantly 28 . The Hindi rendition is “Swastha Khao.final-yearprojects. white. and green each having its own significance.1 million US$ to hire Paris based designer Shombit Sen Gupta to create a logo and packaging design. The logo had three objectives: Give consumer reassurance that it was a trusted and familiar brand. “Eat Healthy Think Better”. The strike communicates Innovation and Futuristic Power of Britannia.com/fyp/ BRITANNIA LOGO: Britannia had spent 0.www. It had to be appropriate to the business the company was in. White denotes purity. It is the market leader in the 1.
the new logo was born. People are increasingly becoming conscious of dietary care and its correlation to wellness and matching the new pace to their lives with improved nutritional and dietary habits. nutritious. With consumer democracy reaching new levels. Thus. This new awareness has seen consumers seeking foods that complement their lifestyles while offering convenience. Britannia saw the writing on the wall.com/fyp/ across its 100+ year epoch. optimistic .healthy. over and above health and nutrition. variety and economy.and combining it with a delightful product range to offer variety and choice to consumers.co.final-yearprojects.cc | www.www. Think Better) re-position directly addressed this new trend by promising the new generation a healthy and nutritious alternative that was also delightful and tasty. BOARD OF DIRECTORS Name Designation 29 .troubleshoot4free. the one common thread to emerge in recent times has been the shift in lifestyles and a corresponding awareness of health. encapsulating the core essence of Britannia . Its "Swasth Khao Tan Man Jagao" (Eat Healthy.
Nasser Munjee Mr. Jeh N Wadia Mr.www. Nimesh N Kampani Mr.final-yearprojects. Vinita Bali Mr.cc | www.K. Ajai Puri Mr. Keki Dadiseth Mr. S. Pratap Khanna Mr. Nusli Neville Wadia Ms. A.S.co.troubleshoot4free.Hirjee Dr. 30 . Avijit Deb Mr.com/fyp/ Mr.Kelkar Chairman Managing Director Director Director Director Director Director Director Director Director Director MANAGEMENT HIERARCHY Vision : To dominate the food and beverage market in India with a distinctive range of “Tasty Yet Healthy” Britannia brands.
final-yearprojects. Distribution Strategy : 31 .www.cc | www. Short-term Objective : To improve image to shareholders. Long-term Objective : To be the lowest-cost producer in the market.troubleshoot4free.co. To become largest volume player in the bakery industry. To improve internal processes and controls.com/fyp/ Mission : To dominate the food and beverage market in India through a profitable range of “Tasty Yet Healthy” products by making every Indian a Britannia consumer.
co.cc | www.com/fyp/ Basic Strategies : New product development New market development Outdoor promotion Rural thrust Cost management Quality Policy : Customer Satisfaction Total quality management • • • • Continuous up gradation of technology Improvement in processes Focus to meet emerging needs of the customers Mutually dependent lasting relationship with co-packers.final-yearprojects.troubleshoot4free. associates and suppliers.www. Environment responsibility Development of human resources Improving skills and knowledge 32 .
To minimize the accident level. GROUPE DANONE is committed to improving the lives of people around the world by providing them with 33 . Beverages and Biscuits and Cereal Products). One of the World leaders in the food industry. these are some of the laurels it possesses: • • • No # 1 worldwide in Fresh Dairy Products No # 1 worldwide equally placed in Bottled Water (by volume) No # 2 worldwide in Biscuits and Cereal Products Through its three core businesses (Fresh Dairy Products.com/fyp/ • • • Generating motivation to excel Installing a sense of pride Commitment towards quality Quality Objectives : Reduction in customer complaints To start documentation of market returns dealer wise To empower the workmen on individual work area to ensure that only quality product are passed on the next page of production. UK which is a major shareholder in Britannia Industries Limited.final-yearprojects.cc | www. GLOBAL PARTNERS : The Wadia Group of India along with Groupe Danone of France. the company always try to build on the values of brand "Britannia" by aggressively pursuing tasty yet healthy offerings of mass appeal and also launching a host of affordable products. are equal shareholders in ABIL.www.co. Continuous training for the development of human resources. As part of the growth strategy. which would help rejuvenate the mother brand and drive category consumption. GROUPE DANONE is an International FMCG Major specializing in Fresh Dairy Products. Bottled Water and Biscuits/Cereals.troubleshoot4free.
a wider variety of flavors and healthier pleasures. Present in the 5 continents.cc | www. fruit juices). with more than 1. • Evian: the best selling mineral water brand. The brand is one of the most popular in China.co. with 1.final-yearprojects.troubleshoot4free. LU is mainly present in Western Europe.com/fyp/ better food products. ready made tea.5 billion liters of water sold each year. • • Wahaha: the leading brand for refreshing still water (water. Its name means "the child who laughs".5 billion bottles sold every year. DANONE represents almost 20% of the international market. in 125 countries. DANONE is present in 40 countries worldwide. GROUPE DANONE is recognized for the dynamism and strength of its brands: • Danone: the leading brand worldwide for Fresh Dairy Products.www. 34 . which represents almost the half of the sales for the Biscuits and Cereal Products division. Its dominant position worldwide is based on major international brands and on its solid presence in local markets (about 70% of global sales come from brands that are local market leaders). the first biscuits brand of GROUPE DANONE. LU: the second brand worldwide.
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36 .final-yearprojects.co. Bread and Cake & Rusk. Dairy products contribute to 10% of Britannia’s annual turnover of Rs13.www. Britannia has operated on the principles of providing products to the consumers that are healthy and tasty. The company today has a wide range of bakery products in the biscuit. ranks Britannia Industries Limited 27th in its list of India's Fastest Growing Large Companies (Revenues More Than Rs. Bakery products account for 90% of the revenues and include Biscuits. 15 June 08.com/fyp/ Business Today.troubleshoot4free.cc | www. Special. bread and cake segment. Throughout its existence. It has trimmed down its wide product portfolio by reducing the products from 35 to around 25 and began to focus on value-added instead of low-margin products. This is brought about by the use of high quality ingredients with a strong focus on ‘naturalness’ and modern manufacturing practices.2000 Crores) BUSINESS PROFILE: Britannia core businesses constitute of Bakery and Dairy products.38bn.
www.final-yearprojects. This plant will have capacity to produce over 45.) has decided to focus on seven core brands in the biscuits and bakery category. Snax.com/fyp/ BIL (Britannia Industries Ltd. The company is aggressively expanding its network with a bias towards the rural markets Recently.cc | www. 50-50. cheese and ghee markets.000 retail outlets in 2. The new range includes seven varieties of traditional namkeens like 'Bikaner ki Bhujia' and 'Rajasthani Alu Bhujia' in a price range of between Rs 5 and Rs 20. Tiger. The brands included Good Day. taking competition head on with Parle.co. which services 400. The company has also diversified within dairy and bakery products to enter the butter. and the Cream Treat brands. it has taken a plunge in the low-end category. among others. which is the leader in this segment.500 distributors.The company is in the process of setting up a Greenfield Biscuit Project in Uttaranchal to augment its production capacity.2 crore. entailing an investment of about Rs 55. With the launch of Tiger brand.troubleshoot4free. in the ethnic food segment.000 tonnes of two or three 37 . pure flavored milk in tetra packs and UHT milk.) Bakery Products Products (90% revenue contribution) revenue contribution) Dairy (10% BIL (Britannia Industries Ltd.200 towns with the help of 2. The portfolio was expanded with the launch of butter. the company introduced a new range of traditional ‘namkeens’ in Mumbai called Britannia Snax. Britannia has built an enviable retail distribution network.
final-yearprojects.cc | www.com/fyp/ varieties of biscuit per annum.www. Tiger 38 .So after over seven decades of being inseparable part of life in India.co. Britannia is now set to usher its customers into a healthier and tastier future. PRODUCT PROFILE 1.troubleshoot4free.
and transcending glucose biscuits.TIGER BANANA .www. Tiger is a Glucose biscuit. Tiger has become the mass-market face of Britannia symbolising fun and energy in both urban and rural India. It comes in two variants: Milk Sparkies and Choco Sparkies Tiger Banana : Purposefully taking forward the credo of 'Eat Healthy. Tiger has grown from strength to strength and the reinvigoration in June 2005 and more recently. Strawberry and Butterscotch flavours. Elaichi. Pineapple. It is for modern mothers who play an enabling role for their children to compete in today's world and thus want the best. It is mini sized poppable glucose biscuit with coloured sugar sprinkling.final-yearprojects. Chocolate. launched in 2001 Tiger Creams : Was Introduced in 2002 at just Rs 5 per pack. and promises to bring more fun and more energy to children across the country. Think Better '.troubleshoot4free.com/fyp/ Tiger. Britannia launched a new variant under our power brand TIGER . Now Tiger Glucose has been fortified with "Iron Zor" with an attempt towards addressing the Iron Deficiency crisis the children of India face. 39 . Tiger Cream is now available in Orange. Over the years.cc | www. Chota Tiger : Is an extension of brand Tiger launched nationally in May.power packed with IRON ZOR & and with the delightful taste of banana. which comes with the added goodness of wheat and milk. became the largest brand in Britannia's portfolio in the very first year of its launch and continues to be so till today. in Apr 2008 has further helped bolster its growth in the highly competitive glucose biscuit category.co. Tiger Coconut : Delicious Coconut Flavoured Energy Biscuits. launched in 1997. 2007.
The new TT ad is the uncontrollable expression of the ticket collector's happiness and joy that is stimulated by consumption of the cookie. that spreads cheer amongst the people around him creating an atmosphere of shared joy that's unorchestrated and straight from the heart. goodness.10. Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is accessible to all.co. new variants were introduced . Good Day is among the fastest growing brands in Britannia's portfolio and it has been the leader in the cookies category ever since its launch. Good Day Chocochips in 2000 and Good Day Choconut in 2004.Good Day Pista Badam in 1989. Good Day Britannia Good Day was launched in 1986 in two delectable avatars . Abundance. evident from the visibly abundant ingredients. indulgence and now unrestrained joy . Over the years.2. R&D in Britannia has spent considerable time to develop this nutritious and delightful snack for children. A Rs.com/fyp/ IRON ZOR helps make mind sharper and body stronger.cc | www. 2. 40 . This rich cookie enjoys a fan following of consumers across all ages. being available in convenient packs priced at Rs. Rs.troubleshoot4free.Good Day Cashew and Butter. After two decades of magnificent success. loyal to the brand promise of a great taste. The brand is synonymous with everyday treats that infuse happiness into people's lives.final-yearprojects. it was time to give the nation yet another reason to have a good day.4 and Rs.that is the message of this new campaign. The celebration was taken to the IPL as Good day cheered along with a million cricket fans in the stadiums.4 pack has as much IRON ZOR as that in 1 kg of Banana.www.
With its rightful place on the front page of The Times of India.co. 50-50 With a brand name like 50-50.www.com/fyp/ each screaming and proclaiming "Ho gaya re Good Day".cc | www. in 2001. hearten the nation and enliven lives. The dazzling brilliance of this endeavour. that of spreading JOY! 3. Britannia 50-50 is the leader in its category with more than one-third of market share. Good Day truly believes laughter and happiness are infectious. the delicious Maska Chaska was launched as a variant of the original brand and became an instant success. can the product be anything but fun? Launched in 1993. it transcends race. caste creed unifying humanity in an inclusive emotion. The versatile and youthful brand constantly aims to provide a novel and exciting taste experience to the consumer. making 'Iska toh ho Gaya Re Good Day' a part of the common lingo and a way of life.troubleshoot4free. The brand perseveres to infuse cheer. the contagious rhythm needs to be lived and spread through the nation. 50-50 belongs to the family of crackers and is considered the "very very tasty tasty" snack.final-yearprojects. Good Day gifts the nation a priceless treasure. 41 . As a result.
a party! And the Gift Pack will surely win you a few brownie points! 5. bit by bit.. You can grab your very own Nano Pack or a Pocket Pack. Whatever the occasion. The Hangout Pack is just right for chilling with friends. at one go.troubleshoot4free.presenting. Take along a Party Pack for. from the house of Britannia. and nibbling at the melt-in-your-mouth biscuit. yes. others team it with lots of gossip and gupshup. Since then. Bourbon Thick. Some have been noted to alternate it with sips of coffee. Rusk 42 .com/fyp/ 4. topped with sugar crystals . licking the cream. Bourbon lovers across the country have been caught opening this chocolate couplet..final-yearprojects. wherever the hangout.co.www. India's first and favorite Bourbon's sweet adventure began in 1955. while a few have been observed enjoying it with a book. Some have been witnessed chomping it whole. the original Bourbon. And some have been seen reluctantly sharing their Bourbon.cc | www. Bourbon makes for great company. rich and delicious chocolate packed between two crunchy chocolate biscuits.
Butter Sponge.They are made from the finest ingredients and baked with care as they are twice as crisper as and tastier than ordinary rusks. These Vegetarian Cakes are soft.troubleshoot4free. Vanilla Chocolate and Orange. pure and eggless.cc | www. Britannia rusks have stood head and shoulders above the rest in terms of sheer quality . Milk. Cakes Britannia entered the cake market in the year 1963 and is the leading player in the market. Pineapple. Chunk Cakes and Cup Cakes which were launched in 2005. these snacks are packed with healthy ingredients making them wholesome & delightful.www.co.com/fyp/ Britannia launched its rusks in the year 2005. Britannia has recently launched for the 1st time ever in the packaged segment Veg Cakes. Britannia cup cakes come in vanilla and orange and mixed fruit flavors whereas chunk cakes come in fruit flavor. Britannia Cakes range is divinely scrumptious and has Bar Cakes. The communication for this mouthwatering offering is aptly “Enliven your spirits with Britannia rusks”. Chocolate. 6. Apart from being delicious.final-yearprojects. juicy and filled with real fruit bits which can be enjoyed just by themselves or mixed with a variety of ingredients to 43 . In a Market full of unbranded players. Bar Cakes are available in variants that include Fruit.
crispiness and lightness make it a must for every tea break.co. they are a more wholesome and healthy option than other sweet dishes available in the market. the everpopular Marie Gold is synonymous with the 'Tea Time Biscuit'. They enjoy a 3 month shelf life. Britannia Veg Cakes come in Twisty Fruity avatar and are priced at Rs 15/. 8.com/fyp/ make quick. Its taste.www. Marie Gold Britannia's oldest brand enjoys a heritage that spans the last 50 years .and going strong. delicious desserts.troubleshoot4free. It is the #1 brand in its category by a long shot. With zero cholesterol and hygienically packed for a shelf life of 3 months. In a market swamped with me-too products and where even the name 'Marie' has become generic.cc | www. Treat 44 .final-yearprojects. Today. Britannia Marie Gold has maintained its stronghold.for a 75 gram pack. 7.
Britannia Treat has now launched yet another mouth watering delight under its umbrella. Milk Bikis 45 . such as the Elaichi.co. and Strawberry.final-yearprojects. Treat has a range of tasty delights for all kids with yummy creamy treasures within the biscuit shells. the Fruit Flavored Creams such as Orange. Mango. The delicious Fruit Rollz take the Treat brand beyond the cream biscuits and provides yet another lip smacking delight to its consumers! Fruit Rollz are soft rolls filled with the goodness of real fruits. and provide a healthy yet scrumptious treat to our 'loveable devils' Treat also introduced its naughty and adorable brand mascot FUNTOOSH whose primary occupation is mischief! FUNTOOSH is the guy who will pull off any trick to make sure he gets to eat his Britannia Treat.com/fyp/ As a move to consolidate all the individual Cream Treat offerings under a single umbrella. and the Duet Range (biscuits with two flavours of cream between three layers of biscuit) comprising Strawberry Vanilla and Duet Strawberry Chocolate. the Jam Filled Centers under the Jim Jam range. Pineapple. The kids have always relished unraveling the irresistibly delicious creams hidden inside the biscuit Britannia Treat offers a wide variety of flavors.cc | www.troubleshoot4free.www. 9. Britannia launched Treat in 2002.
com/fyp/ Kids may dislike drinking milk. Britannians are hand-picked for a singular purpose…to perpetually 46 .final-yearprojects.co. These round biscuits come with smiley faces and are full of milk cream that makes them very popular with children.troubleshoot4free. With a unique and attractive honeycomb design and an enhanced product experience. To keep pace with the demands of the new generation and to bring milk nutrition to the masses in a delightful form. proven to aid mental and physical development in growing kids. Milk Bikis. went one step further in the last quarter of 2006 in providing not just energy but ‘developmental fuel’ for children.cc | www.www. the new biscuit is now fortified with SMART NUTRIENTS – 4 vital vitamins. Milk Bikis launched a variant called Milk Cream. Milk Cream also promoted the idea of 'eating milk' in a yummy way. In 1996. iron and iodine. which makes mothers happy as well. but they love Britannia Milk Bikis! Milk Bikis has been trusted by mothers as a source of growth energy of milk and their loyalty to the brand has made it an integral part of their children's nutrition regimen. Unique features of Britannian : If you think Britannians are extraordinary individuals who are passionate about everything they do…create inspiration through everything they do…and succeed in everything they do…you’re probably right.
Britannians exhibit the following leadership behaviors (we fondly call BULBs – Britannia Universal Leadership Behaviors) • • • • • • • • • • : Integrity Team Orientation People Development Learning Orientation Customer Orientation Quality Orientation Drive for Results Entrepreneurial Spirit System and Process Orientation Communication COMPETITORS : Other Players 47 .final-yearprojects.www.co.troubleshoot4free.com/fyp/ ensure Market Leadership and generate exemplary performance in every function.cc | www.
troubleshoot4free.co. Bisk Farm. Nezone Generally all organizations have competitors in the market. 48 .com/fyp/ • • • • • • • • • HLL. Elite.cc | www. Dukes.www. Anupam. Anmol. A particular organization always comprises with other same business and according to market share we clarify the brand of product is giving more challenge to my product. Cremica.final-yearprojects. Craze.
www.final-yearprojects.troubleshoot4free.cc | www.co.com/fyp/ Major Market Share Holders – Organized Sector 49 .
www.cc | www.troubleshoot4free.co.com/fyp/ Project Magnum 50 .final-yearprojects.
The project targeted the top 20% RPDs (Rural Preferred Dealers) of a city. The biscuit market situation in the rural market is such that Parle is considered to be a god in these markets. I was recruited as a summer trainee under this project and was called as promoter. The HARDOI district had around 30 RPDs and I had 7 of them. Each of the promoters was allotted an area. The consumers in the rural markets are considered to be price sensitive as they have less disposable income and look for products that are economical. 51 . There were around 40 promoters in the state of Uttar Pradesh.final-yearprojects. the rural markets of Uttar Pradesh.www. Objective The main objective of the Project MAGNUM was to increase the sale of Britannia Industries Limited products by increasing the awareness of the products in the rural markets of Uttar Pradesh. which was first of its kind. Strategy The strategy was to focus on product’s features and benefits and thereby promote the products in the rural markets of Uttar Pradesh. Britannia is a market leader in the urban market but it has a comparatively low market share in the rural markets.e. Rural markets according to the government of India are those areas that have a population of less than 400 persons/square kilometer and more than 75% of the people are involved in Agriculture.troubleshoot4free. The impact areas of the project were considered to be the retailers and the wholesalers.co. This project is the biggest project undertaken by Britannia ever in the rural markets. The customers for Britannia would be the wholesalers and retailers.cc | www. I was allotted the district HARDOI that comes under the eastern UP region.com/fyp/ Overview BRITANNIA INDUSTRIES LIMITED had launched a pilot project. The wholesalers sell the products only to the customers whereas the Retailers sell the products to the customers as well as the consumers. in the heartland i. Project MAGNUM was dedicated to take the awareness of the products of Britannia to the next level. studies have revealed the fact that the consumers in the rural markets have started looking for value and are no more too much price sensitive. However. By the end of this project we have learned the Britannia Industries Limited’s way of working in the rural markets.
troubleshoot4free. Goodday Butter (Rs 5) and Goodday Kaju ( Rs 6). sticker. Thereafter they are taken to the super stockiest. Britannia had a product portfolio for the rural markets. They had launched low price units such as Tiger Glucose (Rs2). basket etc. toran. There onwards the stocks are taken to the RPDs (Rural Preferred Dealers). Britannia provides software named UDAAN to its super stockiest so as to track the sales. AUTHORISED WHOLESALER/ DISTRIBUTOR/ DEALER 4. CFA(CARRYING AND FORWARDING AGENT) 3.com/fyp/ Flow Of Stocks URBAN 1. 5. banner. Thereafter we 52 . These were the main products that we had to promote as these products were low priced and the people from the rural areas have low disposable income and thus have a tendency to buy low priced units. tape. FACTORY 2.www. 3. These RPDs supply the stocks to the local wholesalers and the retailers. Generally there is 1-2 super stockiest per district. Role Of Promoters We as promoters were expected to work on the top 20% RPDs of the district allocated to us. RETAILERS AND WHOLESALERS RURAL 1.co. 4. The stocks flow from the company to the carrying and forwarding agent. The POSM consists of poster. 2. We used to start early in the morning at around 8:00 AM. We went to the super stockiest to collect the POSM (Point of sales material). FACTORY CFA SUPER STOCKIST RPD(Rural Preferred Dealers) WHOLESALERS & RETAILERS The flow of stocks in the rural markets occurs in the above-described manner.final-yearprojects.cc | www. The software keeps a record of the daily sales and the stock supplied to each RPD.
Thereafter we started again in the noon at around 3:00 PM and visited the two wholesalers.5/-) We used to collect 5 samples of each of the above stated SKUs. TIGER GLUCOSE (38gm. I was given a receipt from Britannia and I used to get it filled by the RPD.cc | www. The retailers from the other peripheral regions of the town were the customers of these wholesalers. 53 . We promoted the Brands Tiger and Goodday.www.e. We used to go to the retailers before 12:00 PM. Here I would like to point out that I had to promote only three brand of LUP (low unit packet) i. At the end of every week I had to send the promoters daily record of all RPD’s allotted to me to the supervisor. We laid down the backing sheets and pasted the madhurification tapes at the corners of the counter.co. Rs.5/-) GOODDAY BUTTER (54 gm. We also had a sheet where we used to write the problems and suggestions given to us by the retailers and the wholesalers. Rs. We were also provided with backing sheet and the madhurification tapes. Rs. At the wholesalers we were directed to target at least 20 retailers. We did the sampling of the Britannia Products to them and convinced them to buy Britannia products and keep these products in their shops.troubleshoot4free. At the end of each month promoters were supposed to track the sales of the districts allotted to us and thereafter send it to the supervisors. We also did sampling of the products of Britannia and convinced them to keep the products in a proper shelf.2/-) TIGER CREAM (74 gm and 80 gm. While displaying the POSM we took care that it is displayed at a place from where it is clearly visible to the customers visiting the shop. We convinced the retailers to provide a counter somewhere in the front portion of the shop. We also provide them with the POSM at their shops and created visibility of the Britannia products. The reason for visiting the retailers before 12:00PM was that in the rural areas the markets close in the afternoon and they open up again at around 3:00 PM.com/fyp/ collected the names of 10 retailers and 2 wholesalers who were well established in the market from the super stockiest. At the wholesalers we used to spend around 2 hours at each of them. At the retailer shops we created visibility of the Britannia products by the help of the POSM provided to us.final-yearprojects.
I also have an idea of how to promote sales of a product. Britannia industry Limited was the first to use madhurification tapes in the biscuit industry to promote The Temporary type of point of sales sales. I came to know Britannia Industries Limited’s way of working in the rural markets.www.troubleshoot4free. In the rural markets and another problem was that the people do not understand English so we had to be prepared professionally to handle people and talk to them. Britannia Industries Limited has a proper channel and follows a hierarchy pattern as represented below: I also learned about the relationship of whole sellers and retailers and how to create a proper positioning and madhurification of our brand.final-yearprojects.cc | www. Now I have an understanding of how the flow of stocks occurs in Britannia.co.com/fyp/ My Learning Experience In Britannia Industries Limited after working as a promoter I gained a lot of knowledge of the FMCG sector. 54 .
co. The third type of point of sales material has an expiry life of at least one year at the outlets. Semi-Permanent type 3.e.www. These highlight the presence of Britannia and Britannia brands in the outlet. Elements of Point of Sales Material Temporary Type Semi-Permanent Type Permanent Type Sticker Paper Flange Poster Wobblers Danglers Streamer 55 .cc | www.com/fyp/ POSM (Point of Sales Material) The point of sales material generally has three elements.final-yearprojects.troubleshoot4free.permanent type of point of sales material has an expiry life of about 6-8 weeks at the outlets. Permanent type material has an expiry life of about 2 weeks at the outlets. i. The semi. . Temporary type 2. We had to focus mainly on the GOODDAY and TIGER brands of Britannia and thus we were provided with temporary point of sales material of these brands. It announces brand specific communication. 1.
www. Paper flange. Point of sales material comes at a cost and we were given instructions of its placement in order to properly utilize it.Sticker. talker.com/fyp/ Elements of temporary visibility such as sticker.Streamers Out-Store Banners Out-store Dealer Boards.flanges(paper) Pillars.cc | www.counters etc etc.Beams.Flanges Expected Life at Outlet -2 weeks Expected Life at outlet-6 to 8 weeks Norms of Placement of The Point of Sales Material We were suggested certain norms of placement of the Point of sales material. Out-store Toran. Wobblers are pre-gummed and thus can be stuck on the retail and wholesale shops at appropriate locations.Danglers kit .troubleshoot4free.co. 56 .shelf Beams. Poster. Temporary Type Semi-Permanent Type Permanent Type Expected Life at outlet-at least one year Announces Brand specific Highlights presence Establishes communication of Britannia and Vonnect and Britannia brands in dominance in the outlet the market In. The Point Of Sales Material such as Dangler and Streamer are hanging type and are hung at appropriate locations in the outlets.final-yearprojects.store In-Store Window In-store Poster. Pillars. DO’s Place near the product or cash counter Place only if there is right space in the outlet.Wobblers.
It also includes Banners and Torans. 57 . Elements of Madhurification Shelf Kit (Shelf strips and Backing Sheet) Banners and Toran Importance of Madhurification 1.troubleshoot4free. Demarcates Category 2. Madhurification Madhurification is a term used in terms of point of sales material. cello tapes. Highlights our Products 3.final-yearprojects. Brand Britannia Visibility Britannia was the first ever biscuit company to use Madhurification.cc | www.com/fyp/ We also had to carry material like scissors. blade etc.co. It generally refers to the use of certain material which helps in the beautification of the shops. in order to properly display the point of sales material. The elements of madhurification include shelf kit which includes shelf strips and backing sheet.www.
mothers will prefer to buy Tiger Glucose instead of other products. which is very important for nutrition. In the round packs. 4. 4. The quality of Good Day is much better compared to its competitors. The iron content is equal to one cup of spinach (“ek katori jitna paalak”) which is essential for nutrition. Tiger Glucose: 1. Tiger Creams has a shiny metal packing (“chamak”) that is very appealing to the customers. 2. 1 brand among cookies in India. The square packing doesn’t break as easily as the round packs. Tiger Creams has the vital element of iron.com/fyp/ Products which were promoted: Good Day Butter: 1.www.cc | www. 3. 2. It is much more crispier and has a rich butter taste (Use the word “makhan”). which is very appealing to kids. Good Day is the no. It is available in both round and square packs. 5. Good Day appeals to young and old alike. every biscuit in the pack has a different design. 2. Good Day is the best selling biscuit in the urban areas. Tiger Glucose has the essential element of iron which is missing in Parle and Sunfeast. 3. Tiger Creams Orange: 1. Good Day Butter is the only premium brand that is available at only Rs 5/-.troubleshoot4free.co. The earlier problems of hard/highly sweet quality of biscuits have been rectified in Tiger Glucose now. 58 . It keeps mind and body stronger. Kids generally don’t like spinach. The iron content helps to keep mind sharper and body stronger. 5. 3.final-yearprojects. So.
a larger amount of wall painting is prescribed for such bands with lower Parle:Brit sales ratio. The wall painting plan arrived at above is for each SS region. (See Chart on Right Side of Sheet 2) Looking upon the prescribed wall painting amount per RPD from the chart and multiplying it by the number of RPDs for the Super Stockist have arrived upon the numbers for wall painting for each Super Stockist region. Positive corrections have been added to the prescribed amounts of wall paintings per RPD in case the total value of Parle+Britannia goods sold is seen to be large and negative corrections are done if the value is low. The objective here is to expand in / penetrate the markets showing promising returns and then expand more proactively in the other regions through activations in later phases. However. as identified under Project Magnum.com/fyp/ Wall Painting Plan The main focus of the wall painting activation plan is in the districts falling in the Central and Eastern Parts of UP.final-yearprojects.www. The wall painting calculations for each RPD town are shown in Sheet 1. The Super Stockist regions have been divided into various bands by comparing the average Parle sales to the average Britannia sales for the districts.troubleshoot4free.co. in general. would give an indication of the size of the market. or a market where initial inroads have already been made.cc | www. These are arrived upon by splitting the total wall painting amount 59 . The column showing the total value of Parle+Britannia sold in a district. On the reasoning that a lower Parle: Britannia ratio would entail the prospect of a more promising market. as a way of kick starting activities therein. a relatively smaller amount of wall painting has also been calculated for the districts in Western UP. Each SS territory consists of a number of RPDs at various towns.
30 0. Plan 434 228 954 2260 327 569 2556 417 2911 751 204 194 1194 Wall Painting Wall Painting (lakhs Avg.47 5.troubleshoot4free. which again is an indicator of the market size. an RPD town with a higher Parle+Brit would receive a higher amount of wall painting.53 0.42 0.19 12.22 10.42 12.co. the square feet wall painting plan has then been divided in a simple ratio of 60:40 for Tiger and Good day. based on the value of Parle+Brit sales in each RPD town.37 0.23 14.com/fyp/ arrived at for each SS in Sheet 2.37 16. 60%) Ft 260 137 573 1356 196 341 1534 250 1747 451 123 116 717 Sq (Good Day 40%) Sq Ft 174 91 382 904 131 228 1022 167 1164 301 82 77 478 60 . Therefore.55 0.cc | www.10 0. Parle: Total Parle+ BIL (lakhs) 2.16 4.47 1. (The Parle+Brit value is also a reflection on the population of the town.01 7.29 3.61 (Tiger Ft.79 4.53 2.85 1.85 0.47 0.39 29.55 4. into all the RPD towns for the SS.80 6.36 0.38 11.80 14.) For each RPD town.www.30 5.16 1.final-yearprojects.10 6.23 0.27 1. BIL Avg.16 0.79 Wall Painting Sq.86 3.89 26.27 14. Avg.27 0. ) BIL 0.
cc | www.troubleshoot4free.com/fyp/ SAMPLING – Sampling also comes in the promotional activities. In this part we sampled those retailers who come from the rural part of that town so that they can purchase the biscuit.co. We sampled those retailers by the help of the samples. Company made some qualitative and quantitative changes like in TIGER GLUCOUSE (low-price small pack). Company increases the number of biscuits. 61 . In middle of the Project Company make some quality (taste) changes in their products on the basis of the suggestion.www. QUALITATIVE CHANGES – Taste is the base to know that what customer/consumers would like to purchase because if the quality and the taste is good or better than the other biscuit than the consumer will switch over on the good one. which were being provided by the RPD. which we were promoted. In the sampling part we used to do sampling to the retailers at the wholesalers point. which is given by the promoters.final-yearprojects.
Shelter • Widely accepted in all Generations • Easily available in various forms • Provide good Instant Remedy for hunger in the form of readymade food • Preserves the non seasonal food and makes it available all throughout the year Opportunities • • Increase economy of India Generate employment opportunity • • Good quality of Goods Provide competition to foreign companies • • Improve living standard Provide goods to nation at cheaper rate • Inflow of foreign reserve and funds for the govt. (taxes) • • • • Threats • Many companies are result oriented Increase in pollution Sometimes provide poor quality of product for more profit Lack of technology Unable to utilize all the resources efficiently • • Weakness • • Decreases nutritional value Increases the cost of food product Industry and technology requires high investment Regular usage of processed food can cause alteration in health 62 .final-yearprojects.www.cc | www. Water . Food.troubleshoot4free.co.com/fyp/ SWOT ANALYSIS OF BRITANNIA Strength • Fulfill one of our Basic Requirement among Air .
It is mainly the class-II and III towns that marketer's term as rural and that partly explains their enthusiasm about the so-called "immense potential" of rural India.000.38.000 villages in the country. According to this definition. 1. only 0.999 population.999 population. which is rural.com/fyp/ WHAT IS RURAL MARKRTAccording to the census of India village with clear surveyed boundaries not having a municipality. It has classified them into six categories-around 400 classI towns with one lakh and above population (these are further classified into 35 metros and rest non-metros). Of these.560 class-IV towns with 10. with density of population not more than 400sq. Around 50 per cent has a population less than 200. So.www.368 class-III towns with 20.5 cent has a population above 10. for FMCG.000 populations is rural market.000 and 2 per cent have population between 5.final-yearprojects. any territory that has more than 20. 498 class-II towns with 50.000 towns in the country.000-50. corporation or board. for this. it is not rural India.co.000-19.km and with at least 75 per cent of the male working population engaged in agriculture and allied activities would quality as rural.00099. there are 6.troubleshoot4free.cc | www.000 population. it is the class-II and III towns that are rural.000 and 10. 1. there are more than 4. According to the census of India 2001. Furthermore. According to them. Evaluation of Rural Market63 .
so if a new company going to the rural market it also get support from the administration of that area . 7) Support. 3) Growing Literacy Rate.The potential of the rural market is very high and the products which demand has been nearly saturated in the urban market can move towards the rural market. communication mediums and commitments to the near by town). Newspaper. But if still innovation is necessary only a minor change can do it. There level of awareness is increasing.Since every government is abide by the development of the rural areas . 4) Less Competitors – In rural market the number of big and strong competitors is very less so the promotion of a product is not much difficult.troubleshoot4free.co.So it is the best opportunity for the companies to take advantage of entering first. 1) Virgin Market.So the companies which are going to the rural markets need not to go for renovation on a bigger prospect. Disadvantages – 64 .final-yearprojects.A bigger chunk of the rural market is still virgin .Due to increase in the productivity in Agriculture the per-capita income is increasing.they use. 6) Alikeness – Since rural market also like the same quality of products as in the urban market .Since due to the efforts of the government and private institution in rural India the rate of literacy is increasing and this initiated them to know the product . 2) Growing Awareness.www. Television.com/fyp/ Advantages1) Growing Income.Because of the easy accessibility of information medium (Radio. 5) Potential Market.cc | www.
cc | www.final-yearprojects. 3) Unorganized Outlets. 2) Trendy – This is the bigger weakness of the rural market and the consumer in this market is comparatively more trendy (They use the products which are/were being used by their elders) than the urban consumer. This results in the fluctuated demand. This has made it volatile in nature. 5) New consumer.In rural market every day new consumers are getting attaches.co.So it is not assumed stability yet.com/fyp/ 1) Volatility. 65 . 4) Physical selling – Since in the rural area only physical selling is possible and it takes a lot of the and a lot of efforts if a company wants to deliver the product at the demanded place and in the demanded course of time and also it takes a huge investment in the logistic. 7) Quantity Oriented – A large part of the rural consumer are Quantity oriented rather than Quality oriented.Since rural market is in the transisation phase of growth . So very exact forecasting of the demand is not possible and the unsatisfied demand of a particular product of a particular company may result the opportunity for the other company in the same segment of the products.www.troubleshoot4free. 6) Price sensitiveness – Rural market is highly price sensitive so the company visiting in this market must have a good eye on its competitor’s price list in the same segment of the products.In the rural area the outlets are much unorganized and hence it is very difficult to full-fill the demand of each and every outlet on time.
Rural marketing is oriented more on the personal selling because the marketers have to have very close watch and understand the psyche of the consumer and then act accordingly.com/fyp/ 8) Personal Selling.cc | www.www. 66 .co.final-yearprojects.troubleshoot4free.
com/fyp/ Impact of Profect Magnum 67 .final-yearprojects.cc | www.co.www.troubleshoot4free.
Sandila is a big market and full market coverage is also not there. There is a large number of shopkeepers who claim that the damage is not taken by the dealer so they don’t want to sell Britannia further. The same condition holds for the whole market.Bhagvan Das Kirana Store Location. In my point of view he owns approximately 20 agencies at this time.com/fyp/ RPD-1 Name of RPD.final-yearprojects.Sandila At Sandila PRD the dealer M/S Bhagvan Das Kirana Store owns a big shop.co.www. This is a big problem in Sandila. Having too much agencies he is not able to focus properly on Britannia. If marketing is done properly in Sandila it will give huge sell. MONTH April May June SALES 27845 48841 52314 68 .cc | www.troubleshoot4free. He is not willing to take the damage claim. Each time when I visited his shop it will take two to three hours when he gave proper attention on me.
By this way of working the image of Britannia is adversely affected in the market. The new RPD is working much better than old one.www. There are some damage claim of old RPD which are not resolved till now. The RPD Maa Durga Agencies is new in the market. As the RPD is new we to wait and watch for the results. The supply chain is not effective and order processing is very bad.Shahabad The RPD at Shahabad is changed in the month of April. New RPD markets the products properly. MONTH April May June SALE 80413 66328 78589 RPD-3 69 .troubleshoot4free.cc | www. As the shopkeepers told me that orders are in pending for a week or two.Maa Durga Agencies Location.com/fyp/ RPD-2 Name of RPD. If we consider the old RPD the working is not good.co.final-yearprojects.
MONTH April May June SALE 10692 36649 43265 RPD-4 70 . The new RPD M/S Pankaj Kirana Store is marketing very well.cc | www.com/fyp/ Name of RPD.final-yearprojects.Bilgram The RPD in Bilgram is also changed in last of May. The old RPD is not marketing properly.co.troubleshoot4free. There are not such any problem exists at this RPD.www. He made most of his sale from counter only so full market coverage is not there. But new RPD is working well on this aspect.M/S Pankaj Kirana Store Location.
troubleshoot4free.www.co. So it is of no use for the sampling purpose.2 is manufactured in March and RPD has a good stock of it. But at this RPD samples available of glucose tiger Rs. But in all other cases the RPD is working well and has a reputation. The problem face by me at this RPD is of samples. As the project head told us that we have to use the samples which are manufactured after March. MONTH April May June SALE 35832 56029 63435 RPD-5 71 .final-yearprojects.Pisawa The RPD in Pisawa is M/S Shyam Singh Kirana Store.com/fyp/ Name of RPD.M/S Shyam Kirana Store Location. The problem of sampling of tiger exists at this RPD throughout the project.cc | www.
The problem in Beniganj is that the RPD is doesn’t want to sale on credit because he purchases on cash basis so he wants to sale on cash basis. Another problem is of sampling of tiger Rs.troubleshoot4free. The RPD sold its product in more rural areas but market share in Beniganj town is very low for Britannia.M/S Vishnu Kirana Store Location. MONTH April May June SALE 33996 65334 54682 RPD-6 72 . Beniganj is a big market.www.co.final-yearprojects.cc | www. Due to this the sale is low in the town. But a big part of transaction in the town is on credit basis.2 pack because this RPD also have the old stock. Vishnu Kumar Gupta has a reputation in the market. The owner Mr.com/fyp/ Name of RPD.Shahabad The RPD at Beniganj M/S Vishnu Kirana Store is a well known shop in the town.
com/fyp/ Name of RPD. There are only 11 to 12 shops in the market.Sawaijpur M/S Rathaur Medical Store is the RPD in the Sawaijpur town.www.troubleshoot4free. The town is small and developing. Amit Kumar is hardworking businessman and a well known person.cc | www. The owner Mr. MONTH April May June SALE 4045 8649 10156 RPD-7 73 .final-yearprojects.M/S Rathaur Medical Store Location.co. I don’t have any problem at this RPD.
final-yearprojects. It varies from 21 to 24. If there are less packs then it will adversely cost to RPD.www.Agnihotri Agencies Location.2 in a plastic bundle. MONTH April May June SALES 1745 3665 4265 Total Sales From 7 RPD’s 74 . This is a big question mark that who is responsible for this. Roopapur is a very small town with very few shops.Roopapur M/S Agnihotri Agencies is the RPD in Roopapur.com/fyp/ Name of RPD. Adesh Kumar is very cooperative. The owner Mr. as the owner told me that there are differences in number of packs of tiger Rs.co. while the standard number is 24.troubleshoot4free. The only problem at this RPD. In all other cases the RPD is cooperating very well.cc | www.
cc | www.co.troubleshoot4free.com/fyp/ The total sales from 7 RPD’s shows increasing trend throughout the period of project MAGNUM. This shows the importance of project regarding sale promotion in rural market.www. MONTH April May June SALE 194568 285495 306706 75 .final-yearprojects.
A low literacy level of the RPD’s & Retailers that makes difficult for us to explain . 76 .co. Different daily schedules or time table Poor communication with female Retailers. requiring long travels. Time was one of the prominent factors with respondents.com/fyp/ LIMITATIONS The research was confined to HARDOI Distrist only.troubleshoot4free. Poor access of respondents due to their migration to different places to do their work.cc | www. Tendency among Retailers to flock together and prompt or help others with responses. Very low population density.final-yearprojects.www. Problem in translating every sentence in their mother tongues.
Company should provide better services to their distributors and their customer to enhance their good image which is already in the minds of them. The company should also care for the small retailers and wholesalers because they also constitute a large part in the rural market. Although they are covering large number of villages and towns but still many more areas are left untouched.troubleshoot4free.www. The company should revise its system of communication (Especially in the rural area) in such a way that could respond the problems of the lower level (Retailers and Wholesalers) more speedy and could fix the accountability of each person related to the industry. so the customer base is also shifted towards those brands so they need to rejuvenate themselves to face that competition in the market. The Company should consider its inbound logistic for rural markets because this will make available of the products of the company which is in demand and shall encourage the sellers to sell or to have a stock of the products as much as it would be necessary. Company is doing promotional activities for their products but they are not as strong as other companies do so that they need to take strong steps to promote their products by using different communication mediums. The Company should make a system of speedy solving the problems of damage returning. Instead of the larger coverage area the company has many opportunities to expand their rural l level. Although BRITANNIA makes a wide range of products for different segment of markets but still they can make such an arrangement on increase of number of biscuits in a pack. Regional brands and Local brands are giving tough competition in same market by providing low priced products.final-yearprojects.com/fyp/ RECOMMENDATIONS However I am fresher in corporate sector and my knowledge is limited and most of the decisions are already taken by the Britannia Industries Limited but as recommendations were asked from me.co. 77 .cc | www. I have given some points of suggestion to the management which we found during the training.
co. is comparatively better than its nearest competitor except Parle in the same rural market . 2.final-yearprojects. & 5 for long time. I think the main opportunity that Britannia can better exploit in rural market is it has to maintain a proper supply chain especially at times when Parle is short in the market.2 pack which increases the demand handsomely.com/fyp/ CONCLUSION By observing and interacting to the retailers and wholesalers I got to conclude that the appearance of the company in the rural market is good and the selling eagerness of the products of BRITANNIA INDUSTRIES LTD. 78 .cc | www. 3.troubleshoot4free. The availability of the product plays a major role. On this aspect Britannia faces a cut-throat competition from Parle. And the final thing is to convince the retailer because retailer is the boss in rural market. For Ex –The again and again changing of the numbers of biscuits in the low-price (Rs-2/) pack of the Britannia Tiger Glucose and very low sales of Britannia GoodDay (Rs-5/) pack. So there should be a proper promotional scheme. In many RPD’s Britannia run short of availability which causes loss of market share. The product Retailer will make available in the market that will be sold. On the price front of LUP’s (Low Unit Product) it remains Rs. ITC and Priyagold. As RPD told me that in past when Parle is short on demand than at the same time Britannia is already short.The price and the size matters to a large extent in the rural market irrespective to the quality of the products (that’s why Parle has more number of biscuits of small size and less thickness in a pack). The sales volume of biscuits (Of all brands) in the rural market is also very good and this shows the potential of the rural market that can be tapped by the company or a good chunk of it can be converted in the sales volume of the company Britannia .www. Another point is that in the month of April a candy is free with tiger Rs. And when it is about to capture the market the candy is removed and demand goes on diminishing.It means that the brand awareness is Satisfactory in the rural market.
in/industry-statistics. Kazmi & Satish K. Batra WEBSITES # www.co.www.co.H.final-yearprojects.ibmabiscuits.html # http://foodbizdaily.H.aspx 79 .troubleshoot4free.com/articles/32688-news-biscuit-industry-in-india-anoverview.naukrihub.in # http://www.com/fyp/ BIBLIOGRAPHY BOOKS # Marketing Management by Philip Kotler # Advertising and Sales Promotion by S.britannia.cc | www.com/india/fmcg/top-companies/ # http://www.
5) The number of retailers sampled at the wholesalers point is the mirror of the feedback company getting from its target customers. 80 . Promotion Daily Record Sheet is the ultimate medium to know that the promotion programme is going smoothly and the person who has been employed in this work is doing his work regularly.co.troubleshoot4free.www. 4) The most important thing is the Promoter remark which describe what kind of difficulty a particular seller is facing.com/fyp/ ANNEXURES THE VARIOUS INSTRUMENTS PROVIDED BY THE COMPANY TO DO AND MONITER THE ABOVE SAID ACTIVITIES1) PROMOTER DAILY RECORD SHEET . This gives a clear picture of the effort made by the company and the return the company can expect. 3) The type of POSM activated at the shops he visited.cc | www. or what is the expectation a particular seller has from the company.This sheet was provided by the company authority to every promoter to record …… 1) The name of the retailers (at least 10) and wholesalers (at least 2) of the rural area he visits. 2) The number of samples the promoter collects of each SKU’S at RPD center.final-yearprojects.
co. of retailers sampled at W2 Promoter: RPD: Details of Wholesaler 1: Supervisor: District: Promoter’s Remarks Date: Owner: __________________________________________________ 81 .final-yearprojects.com/fyp/ The specimen of the sheet BRITANNIA INDUSTRIES LIMITED Promoter’s Daily Record POSM activated Details of Samples Collected at RPD SKU Tiger Glucos e No. 5 Wholes aler visited No. Good Day SKU 5 54gm (Rs-5) Retailer Tiger visited Glucose Tige r Cre ams Good Day 50 50 R u sk Promote r’s Remarks No.troubleshoot4free.cc | www.www. Rusk SKU No. 50-50 SKU No. Tiger Cream s SKU 38 gm (Rs-2) 5 74gm (Rs-5) No. of retailers sampled at W1 No.
cc | www.com/fyp/ Manager/Caretaker: ______________________________________ Address _________________________________________________________ _________________________________________________________ Telephone Numbers Landline: ____________________________________________ 82 .troubleshoot4free.co.www.final-yearprojects.
www. BRITANNIA INDUSTRIES LIMITED Promoter’s Voucher Sheet Promoter: Date: Brand Supervisor: RPD: SKU District: No.final-yearprojects. of samples Signature of Promoter Signature of RPD owner * On production of this voucher by the promoter.cc | www. 83 . The RPD will be reimbursed for the value of these samples by its super Stockist on production of this voucher.co.com/fyp/ 2) PROMOTERS VOUCHER SHEETS-This sheet was necessary to collect from the promoter at the time the sample the RPD give to the promoter and in this sheet the promoter has to write the number of different SKU’S he collected at RPD center and by the help of this sheet the RPD would get the reimbursement from the company for the samples he given to the promoter. the RPD is required to provide him with the requested number of samples of Britannia SKUs.troubleshoot4free.
9 2861.19 _ 12083.15 0.co.5 1 618.cc | www.34 84 . Are these advertisements providing positive results or the desired results as it were expected by the company in the starting of this project.19 6283.92 4206 5.66 Week -6 3779.86 6390.6 5 _ _ _ 6041.07 2144 0.96 _ 5466.5 Week -5 11337.33 5730.www.9 2214 9.27 6283.By the help of this sales tracking sheet the company can make the comparison in the sales before and after starting the project MAGNUM. This sheet also includes the type of active advertisements means before and after running the project MAGNUM and what are the effects of these advertisement means. 02 618. Total RPD Sales for the Week End of Week Cost of Visibili ty Activati on (Rs) Tiger Glucos e Good Day Butter Good Day Cashew Tiger Creams Orange Tiger Glucose Brand Good Day Brand Tiger Creams Brand Brita nnia Sales (Tot al) RPD Town 2 (Rs 2) NAGR AM 16 march To 21 march 23 march To 28 march 30 march To 04 April 06 April To 11 April 13 April To 18 April 20 April To 25 April 27 April To 2 may 04 may To 09 (Rs 5) (Rs 6) (Rs 5) (Total) (Total) (Total) Week -8 _ _ _ _ _ _ _ _ Week -7 5668.troubleshoot4free.68 9794 .1 514.com/fyp/ 3) SALES TRACKING SHEET-This sheet was provided by the company in order to know the fluctuation of sales in the last eight week’s before starting the project and in the first four week’s of starting the project .33 2312.1 5 _ _ 514. 3 1029.final-yearprojects.57 4167.88 3994.5 1 _ _ 1562.81 9060.99 4952.55 Week -4 _ _ _ _ _ _ _ _ Week -3 _ _ _ _ _ _ _ _ Week -2 Week -1 5466.07 3779.28 2318 2.78 4809.
5 1 618.18 1247 5.com/fyp/ may 11 may To 16 may 18 may To 23 may 25 may To 30 may 1 June To 6 June 8 June To 13 June 15 June To 20 June 22 June To 30 June Week 0 2186. 33 617.9 1165 3.04 7216.01 Week 1 _ 514.15 2516.98 2097.61 1527 7.46 4985.cc | www.47 2831.8 Week 5 _ 1030.www.5 1 618.29 1170 4.58 Week 2 _ _ _ _ _ _ _ _ Week 3 _ _ _ _ _ _ _ _ Week 4 _ 515.66 5057.66 (3) MONTHLY SALES RECORDING SHEET 85 .7 503.4 6 514.17 Week 6&7 _ _ _ _ _ 2850.4 1106.19 _ 311.troubleshoot4free.final-yearprojects.26 _ 5693.26 1040 4.1 7 _ 2097.co.19 _ 2186.46 3207.26 2637.
Beniganj 6.troubleshoot4free.Bilgram 4.final-yearprojects.Shahabad 3.www.Gross 86 .com/fyp/ PROGRESS REPORT (TOWN WISE) Name of the promoter:Cluster name:Town Name Total Britannia sale April May 27845 80413 10692 35832 33996 4045 1745 194568 48841 66328 36649 56029 65334 8649 3665 285495 June 52314 78589 43265 63435 54682 10156 4265 306706 1. 9.Roopapur 8.cc | www.Pisawa 5.Sawaijpur 7.Sandila 2.co.
co.com/fyp/ 4) MINI PROJECT (REVIEW FORM) PROJECT REPORT Name: Location: Problems faced by you at Super Stockist: Problems faced by you at RPDs: Problems/Grievances/Complaints of Super Stockist: 87 .cc | www.troubleshoot4free.www.final-yearprojects.
co.com/fyp/ Problems/Grievances/Complaints of RPDs: Support you have received from Sales Officer: Support you have received from PSM: POSM Availability: What are the threats faced by Britannia from competition or other factors? 88 .final-yearprojects.troubleshoot4free.cc | www.www.
according to you.cc | www.troubleshoot4free. This report also provides an opportunity to give recommendation on the various opportunity the company can exploit in the rural market and this report provide an eye-sight to the company to know which unit of the marketing and sales needs consideration again.co.www. it was a mini project report on the various activity done by the each promoter of each area and this report is the mirror of the efforts made by the each individual attached with the project magnum.the importance of this review sheet is that.final-yearprojects.com/fyp/ What. are the opportunities that Britannia can better exploited in the rural markets? Review form. 89 .
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