Contents

Sr.No 1 2 3 4 Particulars Company Profile Executive Summary General Introduction I. Statement of the problem II. Objective of the study III. Scope of the study IV. Limitations of the study Biscuit market in India Research Methodology Findings from Retailer’s (Store) survey Retailer’s insight about the biscuit category Store Observations Various in-store communication tools Suggestions with respect to retail outlets Findings of Shoppers survey Interpretation of Shoppers survey Suggestions with respect to shoppers behaviour Observations of Shoppers behaviour Data Analysis by Hypothesis method Conclusion from the study SWOT Analysis of Britannia on the basis of P & S research Annexure Annexure I: Store details Annexure II: Questionnaire for shoppers Annexure III: Bangalore City Map Annexure IV: Store photos Bibliography Page No 1–4 5–6 7–9

10 11 – 21 22 – 24 25 – 26 27 28 – 29 30 31 32 – 34 35 36 37 38 – 41 42 43 44 45 46 47 – 49 50

5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

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Company Profile:
In today’s retail world, there are no safe havens-the customer is unpredictable but demands predictable shopping experiences. RammS India Pvt Ltd has harnessed its vast experience in

understanding the shopper and the retail environment to build a unique set of retail solutions that help its clients in developing winning retail strategies. With fifty different clients and many successful projects makes us India‘s only premier retail agency. RammS India commenced its operations in the year 1991and today we are an end-to-end retail solutions provider to some of the best-known business houses in India. RammS India today has 4 Full Fledged Branch Offices and two service offices headed by wellexperienced management teams to execute Retail programs nationally. RammS is a part of the MAA Group headquartered in Bangalore. RammS India a part of Ebeltoft Group: RammS India is India’s premier retail solutions company, the first and only company from India selected into the international consortium of retail consultants, the Ebeltoft Group. This prestigious association is proving to be highly productive and eventful not only to RammS, but to India as well. It is an opportunity for India to enter the retail market abroad with the help and knowledge of countries such as the U.S., Europe and Australia. The Ebeltoft Group provides consulting services through a collaborative global network to a variety of international retail brands around the world. The group offers consulting services such as strategy consulting, consumer research, and category management, point of purchase, store planning & execution, and human resource planning, to retail brands around the world. E G is a dynamic international consortium of consultants offers paradigm-shifting consulting for retail and service business around the world. Ebeltoft Group members provide consulting services to a variety of retailers and suppliers to the retail sector around the world. Ebeltoft network spans countries around the world that includes United States, Italy, Germany, Brazil, Australia, United Kingdom, Spain, France, Denmark, Canada, Norway, Sweden & Switzerland. Some of Ebeltoft members: McMillan/Doolittle, L.L.P, Chicago, Illinois, USA J.C. Williams Group Ltd, Toronto, Ontario, Canada 2

Gouvêa De Souza & Md, São Paulo, Brazil Fuhrer & Hotz Baar, Switzerland Kiki Lab Brescia, Italy Frontline Strategies Pty. Ltd. Melbourne, Australia Pragma Consulting Twickenham, Middlesex Gruppe Nymphenburg Retail Consult AG Munich, Germany The Ebeltoft Group clients include: Carrefour, HMV, J.C.Penny, Marks & Spencer (UK), McDonald’s, The Body Shop, Vodafone, Procter & Gamble, Bata International, Unilever, BMW, Chevron, Nestle, Mercedes Benz, British Petroleum, Coca Cola, British Airways and many more global brands. Recently the company has formed a strategic partnership with J.C.Williams Group (JCWG) headquartered in Toronto, Canada with offices in Chicago & Montreal.JCWG is one of North America’s leading retail and retail related consultancy firm. With 30 years of global retailing experience, JCWG are pioneers in: Mall Management Retail Operations Merchandising & Productivity Retail Training & Development This partnership to be called RAMMS-J.C.Williams Group India brings together RammS knowledge and experience of working with Indian brands and retailers with JCWG’s global practical, creative and in-depth knowledge of retailing and marketing including up-to-date knowhow and techniques to make retail operations better and more profitable. RammS India provides retail solution in the following field:

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1. Retail Consultancy a. Shopper Research b. Retail Communication c. Category Management d. Channel Based POP e. Store Positioning Strategy f. Retail Manuals

2. Retail Design a. Retail Identity b. Point of Purchase c. Store Planning d. Visual Merchandising e. Signage Design

3. National Execution a. Point of Purchase Execution b. Merchandising Services

4. Specialized Services a. Franchise Management b. Human Resource Services c. Mystery Shopper d. Online Services e. Retail Events & Promotions

RammS India’s clientele: 1. Britannia Industries Limited 4

2. Hindustan Unilever Limited 3. Proctor & Gamble 4. Johnson & Johnson 5. PepsiCo 6. HP 7. Maruti 8. Mahindra 9. Intel 10. HSBC 11. VIP 12. Frito-Lay 13. Samsung and many more…

Britannia being one of its clients, RammS India is working out the solution regarding the BTL (Below the Line) marketing strategy for biscuit category at the General Trade outlets.

Executive Summary:
Globally, as below-the-line (BTL) accounts for an increasingly larger share of marketing and corporate spends; it would be tempting to conclude that BTL does indeed present a threat to mass 5

Market survey was conducted comprising of 30 outlets and 30 shoppers of biscuits across various residential/commercial areas in Bangalore.media. Retailer’s (Store) survey was conducted in order to get the retailers insight about Britannia biscuits in particular and the data was noted in the verbatim form. For list of store visited see Annexure I. 6 . it’s not BTL that is posing a threat to mass media. However. is likely to become 70:30 in a few years’ time. Simple Random Sampling method was used and the sample comprised mostly residential areas. common perception would tend to agree with the view that mass media is under threat. (See Annexure IV). Keen observation was done at the stores in order to assess Britannia’s BTL activities and photos were taken to support the study. Mass media cannot be their lone warrior in this battle. The data collected comprised both the retailer’s insight and shoppers buying behaviour at GT outlets. However. Hence. one cannot succeed without the other. which stands today at 55:45. they need other weapons which BTL provides. Take the forecasts made by several leading global agency networks. Huge changes in consumer buying behavior and competitive scenario are forcing marketing managers to address consumers in a more holistic manner. Brief about the project: This particular project deals with BTL (Below the Line) marketing research for biscuit category in general and Britannia biscuit in particular. Kirana/Self Service kirana Stores & Bakeries form the GT (General Trade) also called as unorganized sector whereas Supermarkets form the MT (Modern Trade) also called as organized sector. One lead agency network has forecast that its own revenue split between marketing services and advertising.

g. Also secondary research was done to study the biscuit market in India and various pie charts were drawn to support the study. use of participant observation. in-depth interviews etc.Shoppers were interviewed one to one as soon as they were leaving the store. Hence the research so conducted is more of a qualitative research wherein subjective individuals’ interpretation of events is important.. Finally to analyze the data hypothesis method (Chi Square test) was used check the hypothesis assumed. The objective was to understand the overall biscuit market scenario in India. e. A structured questionnaire was used comprising of 5 questions (see Annexure II) for understanding the shoppers psyche for biscuit buying process. The data collected is shown in the form of Pie chart for ease of understanding. General Introduction: 7 .

public relations and sales promotions. Similarly. etc. telemarketing. sponsorship activities. A large part of the problem pertains to the way in which BTL spends are incurred. no one really knows how large the BTL spends are. events. are above-the-line promotion. newspaper. retail. marketing consultancy etc. sales promotions. But a lot more happens through small outfits and direct spends by clients. reduced price offers on products. While it is well documented that advertising spends in India are over Rs 10. PR. The promotional activities carried out through mass media like television. there is no rigorous or formal documentation of the spends on BTL. entertainment-related events or endorsements. Some of the ways by which companies do BTL (below-the-line) promotions are by exhibitions. 8 . like giving freebies with goods. not only those involved in FMCG products.A brief about ATL (Above the line) & BTL (Below the line) marketing: Promotion can be loosely classified as "above-the-line" and "below-the-line" promotion.. but also for industrial goods. Below-the-line promotions are becoming increasingly important within the communications mix of many companies. telemarketing etc.000 crore. Let me give you a sense of the magnitude of the problem: Organised sector agencies in India are unlikely to account for anything more than Rs 800Rs1000 crore even if one includes everything—DM. clients spend a lot of money directly especially when it comes to trade marketing. even non-media advertising. Only part of the spend happens through agencies in the organised sector. etc. trade discounts given to dealers and customers. giving coupons which can be redeemed later. Even in the developed markets of the West. The terms 'below-the-line' promotion or communication refers to forms of non-media communication. branding. Much larger spends happen through hundreds of mom and pop shops that you see in every city. radio.

and Action. Hence. and there’s no point in them seeing each other as a threat.BTL promotions are gaining popularity among all big companies nowadays considering their effectiveness because of the "individual customer promotion" at a price. Let’s look back at the late-80s. Hindi films and Chitrahaar. both ATL (above-the-line or mass media advertising) and BTL have their respective roles to play. it was easier for the mass-media to take a consumer all the way to the actual action of buying. BTL is perceived to deliver this. you would be home. In the past. And this is a must! Unless a brand or a company interacts with its consumers at all the relevant touch-points. and media was not fragmented. marketing managers will divert their spends to where ROI is likely to be greatest and fastest. Interest. when product choices were limited. that’s no longer true. it will go nowhere. there are four steps: Awareness. Today. when consumers were less aware. Key drivers of BTL In difficult or uncertain economic environments. If you were a new brand trying to launch. The point is: you could effectively use mass media and need nothing else. Mass media can help create awareness for a brand. If you take the classical model for consumer buying behavior. India had not yet opened up its economy and consumers had few choices. you would simply place your TV spots on Mahabharat. and had money to spend on good TV advertising. They have to work together in communicating a unified message through a strategy that’s completely integrated. If you had a good product with a story to tell. Desire. 9 . which is much lesser than the normal media promotions. Fragmentation of markets and media options Consumers are more aware and have a large number of choices.

that. It educates the customers. from browsing to buying. • Draws the attention of the customers and help them match their needs with the visually merchandised product. Visual Merchandising & Creative Communication: Visual Merchandising (VM) is the art of presentation. • Establishes a creative medium to present merchandise in a lifelike 3-D environment. product design and marketing by keeping the focus on the product. in order to demonstrate benefits • Extensive PoP deployment at retail outlets • Consumer promotions once/year to reward usage. creates desire and finally augments the selling process. thus creating a strong impact and recall value. • Establishes the linkage between fashions. Visual Merchandising achieves the following: • Educates the customers about the products and services offered creatively and effectively. • Trade is another focus via incentive programs and rewards.ATL & BTL play complementary roles in fields like FMCG: • Advertising ensures top-of-mind awareness about the brand and its key benefits • But because of crowded market. • Sets the context of the merchandise. which puts the merchandise in focus and in perspective too. • Enables a successful selling process. 10 . • Extensive consumer contacts called for. by itself. is not enough.

Survey was limited to biscuit shoppers (either only biscuits or biscuit as a part of overall purchase) and retailers selling biscuits. 11 . 3. 4. 3. To study the retailers (store) insight for the biscuit category in general trade outlets. Objectives of the study: 1. Sample size collection was limited to Bangalore city and especially residential areas. Shopper’s survey was conducted according to the structured questionnaire while Retailer’s survey was conducted according the unstructured questionnaire. Scope of the Study: This study will prove useful to find out whether the in-store promotional activities like visual merchandising will help consumers buy the biscuits or indulge them in impulse purchase. 2. Survey was limited to only General Trade outlets and not Modern Trade outlets. To study the impact of in-store promotion on consumers behaviour. 2. To study the buying behaviour of the consumers at General Trade outlets. Limitations of the study: 1.Statement of the problem: “Understanding of biscuit shoppers buying Behaviour & Retailer’s (store) insight for biscuit category at the General Trade outlets”.

including bakery. tasty to eat. cholesterol free and reasonable at cost. the export of biscuits will also surpass the target and hit the global market successfully. processed foods and others. Andhra Pradesh. according to analysis by Kurt Salmon Associates (KSA). West Bengal. The two factors that drive the bakery products are disposable incomes and time constraints in the working population. The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright future of India Biscuits Industry. According to FBMI. the demand for processed foods and beverages in the country is constantly on the rise. cakes. dairy. States that have the larger intake of biscuits are Maharashtra.. a global management consulting firm. a steady growth of 15 percent per annum in the next 10 years will be achieved by the biscuit industry of India. Now. The annual production of bakery products which includes bread. Biscuits are easy to carry. Biscuits were assumed as sick-man's diet in earlier days. biscuits. There are 300 million upper-and-middle-class consumers of processed and packaged food in the country. and another 200 million are expected to shift by 2010. 12 . confectionery.Biscuit Market in India: The multi-billion food and beverage industry comprises several markets. it has become one of the most loved fast food products for every age group. Maharashtra and West Bengal. Even. beverage. rusk etc is estimated to be 50 lakh tonnes in 2004-05 with estimated value of Rs 69 billion. the most industrially developed states. pastries. bread and biscuit account for about 82 per cent of the total bakery products. Besides. and Uttar Pradesh. buns. The food processing industry is witnessing a 20% annual growth rate and. the rural sector consumes around 55 percent of the biscuits in the bakery products. viz. consequently. The two major bakery industries. Indian Bakery sector is indicating significant growth both in terms of volumes and customer base. Karnataka. hold the maximum amount of consumption of biscuits.

Western Europe China Biscuit Production(Ratio) Unorganized: Organized Scale of Manufacturer in numbers 60 : 40 Organized Sector Large Scale : two Medium Scale : around 50 Small scale : around 2500 Unorganized Sector Annual turnover Biscuit Production (2007-2008) Biscuit Contribution in FMCG Market Growth rate of biscuit industry (2007-2008) Rural-urban penetration of Biscuit Estimated Exports (07-08) Marketing of biscuits Around 30000 small & tiny bakeries 8000 crores Total: around 26 lakh MT Organized sector 17.USA 2.Biscuit Industry in India: Particulars Leading Countries in biscuit production Details 1.(Source: E&Y 2006) 13 – 2.9 kg South East Asian countries – 4.UK.44 Lakh MT 7% 15 % Urban Market : 75% to 85% Rural Market : 50% to 65% 15 % of annual production Wholesale and Retail marketing in the Biscuit industry is carried out with a network of C & F Agencies (for States Employment generation Biscuits are sold through /specific Districts) Dealers / Wholesalers and Retail shops 3.25 lakh (Direct Employees) 35 lakh (Indirect) Approximately 12 lakh retail outlets More than 80% of the outlets run by small groceries in comparison just 3% by organised sector.1 kg – 10 kg – 1.India India US.25 kg .China Per capita consumption of biscuit 3.

Taxation CENVAT Biscuits @ 12.100/ Kg (as against MRP upto Rs. Maida.5% (VAT) Sweets. Biscuit Market Share of leading companies (Source: AC Nielsen retail sales audit 2006) Britannia Parle Sunfeast Others 19% PriyaGold Others Britannia 31% PriyaGold 5% Sunfeast 7% Parle 38% Figure 1: Biscuit Market Share (By % Volume) 14 . Atta. Bhujia. Namkeen. Besan and Suji @ 4% (VAT) IBMA succeeded in obtaining exemption from central excise duty on biscuits with MRP upto Rs.50/ Kg) in the union budget 2007-2008. Bread.

Britannia Parle Sunfeast Others 21% PriyaGold 4% Sunfeast 6% Parle 31% PriyaGold Others Britannia 38% Figure 2: Biscuit Market Share (By % Value) Northern States Southern States Eastern Sates Western States Western States 25% Northern States 28% Eastern Sates 23% Southern States 24% Figure 3: Zone wise Biscuit consumption pattern (Source: IBMA-2007) 15 .

60 55 50 Sales growth rate in % 45 40 35 30 25 20 15 10 5 0 Britannia 53 Sales Growth Rate 17.5 12 16 Parle Sunfeast PriyaGold Figure 4: Sales Growth Rate (Source: Company Financial Results-2008) Britannia PriyaGold 5% Others 5% Britannia 19% Parle Sunfeast PriyaGold Others Sunfeast 9% Parle 62% 16 .

Anmol and Bharat in the north and east.000 tonnes over the last five years. in particular.Figure 5: Market share in Glucose category (Source: rediff. Priya Gold in the north and west. Anmol and Bisk Farm. The east. The beneficiaries of this loss: Priya. indiainfoline.com-2008) Glucose Marie Others 8% Cream Crackers Milk Others Glucose 44% Crackers 13% Milk 12% Cream 10% Marie 13% Figure 6: Share of Biscuit Categories Segment wise Regional players-Priya. 17 . Anmol and Bisk Farm in the east.com. and Duke in the south are also consolidating and expanding their reach.000 tonnes a month to 6. is where Britannia's market share has eroded the most: its sales have dropped from 8.

will also increase considerably.100/per kg. the health biscuit category is expected to grow at a very fast rate over the next few years. 8. While the growth rate has been stagnating during last 4 years.Recent increase in 18 .e. due to:Steep hike in cost of production on account of increase in prices of major raw prices of Petrol/Diesel in May 2008 has further resulted n cost push. 6. estimates annual growth of around 20% in the year 2008-09. i. IBMA. Oil. Some of the US brands of biscuits like Nature Valley & the last two years Wheat Flour.5% to 4% is acceded to. had launched a similar multigrain biscuit. Packaging Materials. 2. Veg. Britannia has recently introduced a new range of high-value. 7. The per capita consumption as well as pattern of consumption in the four regions. as shown above. 4. Kolkata has the highest biscuit eaters (Source: Indian Readership Survey 2008) The health biscuits category in India accounts for only about Rs2bn of the Rs80bn biscuit market in India. of around 150 units are facing erosion in their profitability and competitive capability. 5. 3. Presently it is about 12% of the total biscuit market. With the changing trend of consumers becoming more health.Salient Features of Biscuit Industry in India: 1. a late entrant into the biscuit sector with its Sunfeast brand. Fuel. Milk. Sugar. Growth in biscuit marketing has been achieved also due to improvement in rural market penetration. high-fiber extension of its Nutri Choice brand. as per Union Budget for 2007-08.conscious. Biscuit Industry especially the Small & Medium Sector. 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. Imports of biscuits into India has not shown any significant growth during and has not affected production/sales by the Indian biscuit industry. instrumental in obtaining the excise duty exemption. consisting materials. etc. in case the industry’s plea for reduction in the rate of Value Added Tax (VAT) from 12. Wages. ITC Foods. Among the major players. in which the unorganized small units account for about 40%.

Parle plays a high volume. the companies have little choice. Parle products play the low price game at all varieties of biscuits from glucose to cream. High margins in cream variants and volumes from the Marie and Glucose segments. Medium varieties such as Milk Bikis and Super Milk 3. But Britannia and Sunfeast look at a two-pronged strategy. however. The segment can be further divided into the sweet and savory. The savory segment includes salt biscuits. But these segments are important. Popular varieties such as Parle-G and Tiger 2. The industry can also be divided brand wise into: 1. Pricing models: (Source: ITC Portal press release 2006) The biscuits industry now has two clear models. in Glucose and Marie. Parle. 19 . Except for Hide & Seek. consumers are extremely price sensitive. only charges Rs 5 for its cream variants. As there is little differentiation. low margin game. all of Parle’s products lie in the price range between Rs 4 and Rs 6 for 100 gram packs. To be fair. cream biscuits from both Britannia and Sunfeast cost Rs 10 for 100 grams.McVites are already into the health biscuit segment and other global players are also planning to enter this category. and the salt and sweet variety accounts for the rest. Premium varieties such as Good Day and Monaco. For instance. Essentially.

Tiger became the largest selling Britannia biscuit brand in just 4 months of launch.Classic Salted Nutrichoice 5 Grain. which has been growing at 25-30% in the 20 . Bourbon Treat. Treat strawberry flovoured surprise.Treat Delicious Dates. Treat Elaichi fon.Butter Scotch. It crossed the Rs1 billion sales mark in its very first year. NutriChoice Cream Craker. NutriChoice Thin Arrowroot.Tiger Creams. Britannia’s sales would be driven by Good Day. Tiger Banana with Iron Zor Choconut. Launched in 1997.Rich Pista badam ATC Treat Choco Gelo. (Source: AC Nielsen 2008) Britannia is undoubtedly the leader with brands like Tiger. Chocolate Chip. Britannia's Tiger brand is selling largely in the rural areas which actually constitute 56% of the biscuit market. According to Antique Stockbroking.Treat jim jam. Good Day and Marie Gold.Treat flovoured tangy Orange.NutriChoice Digestive.No 1 2 3 Brands Tiger Good Day Treat Flavours (Varieties) Tiger Cocunut.50 50 – 50. Marie Gold Little Hearts Classic Time Pass Nutrichoice Nimkee. Honey & Raisin.Milk Bikis Cream Marie Gold Vita Marie Gold. NutriChoice Sugarout Orange cream Nice Time Britannia was rated as # 2 Most Trusted Food brand in 2008. 10 Nice Time NutriChoice Sugarout Litetime. Rich cashew cookies ATC. NutriChoice Sugarout Chocolate. Rich Butter cookies. Treat Apple Punch.50 – 50 Maska Chaska Milk Bikis Milk Bikis. Treat Mango mischiet.Chota Tiger. The broking firm is of the view that going ahead. Treat Pineapple prank 50 .Britannia Biscuits: Various Brands: Sr.Treat masti 4 5 6 7 8 9 orange.

a major brand in the premium category (churns around quarter of total revenues) with cookie variants like cashew. coconut. “Good Day”. cream crackers and multi-grain. banana and coconut flavours along with small priced packs have enabled higher sales growth of 18-20 per cent for the Tiger brand. While the mass segment contributes the volumes. The growing urban and health conscious population would drive the demand for these biscuits in the future. it is 28. Tiger glucose biscuit is Britannia’s largest selling biscuit brand in the low-end category. Although this segment is small.premium category and Tiger brand.1 per cent and in value terms. “Marie Gold” and “50:50”. thus encouraging customers to up trade from mid-priced biscuits to premium brands. which has been growing at 18-20% in the value for money category. Overall. which includes popular brands like “Milk Bikis”. the contribution of premium segment to the total biscuit volumes (for industry) is around 17. butter and pista in its product-mix. has cornered the market leadership in this fast-growing segment. The introduction of Tiger variants including cream. Britannia has a focus on health segment (high fibre & low fat) through its “Nutrichoice” range with variants like digestive. expect the company’s biscuit business to sustain growth rates of 18 per cent over the next two years. As per AC Nielson data for 2008.6 per cent. benefiting the mid-price segment. A further boost came in the form of the extension of excise cut for biscuits below Rs 100/kg (announced in 2007-08 budget). the premium segment adds value to the sales. 21 . The growth in this segment is expected to be good on the back of higher disposable incomes. it is still unique as none of its competitors have products in this segment. This segment contributes around a quarter of revenues for Britannia.

or facts. Sunfeast Biscuits: Sr. Cheeslings.Chocolate.Bourbon. The researcher 22 . Hide n Seek. Jeffs. Primary data is data gathered for the first time by the researcher. Krack Jack.Elaichi.Pineapple. Marie.No 1 2 3 4 5 6 7 8 9 10 11 12 Brand Parle –G Krackjack Krackjack Monaco Kreams Hide n Seek Hide n Seek Milano Digestive Marie Marie Milk Shakti 20 -20 Cookies Nimkin Flavours (Varieties) Sweet n Salty Crispy creams Namkeen Orange. Classic Salted) Dream Cream Sweet n Salty Marie Light Special Glucose Biscuit Nice Marie Orange Research Methodology: Data.Parle Biscuits: Sr. internal or external. The other biscuits in the Parle Products' basket includes Monaco. contributes more than 50 per cent to the company's total turnover. Sixer and Fun Centre. secondary data is data taken by the researcher from secondary sources. Parle G.Mango The company's flagship brand. may be derived from several sources.No 1 2 3 4 5 6 7 8 9 Brand Sunfest Sunfest Sunfest Sunfest Sunfest Sunfest Sunfest Sunfest Sunfest Flavours (Varieties) Dark fantasy (Dark chocolate & Vanilla cream) Snacky (Chilli flakes. Data can be classified as Primary Data and Secondary Data.

gauge response to various packaging options. the market researcher gets it without much effort. Sources of External Secondary Data – Examples The Internet is a great source of external secondary data. This tiny sample can give an accurate representation of a particular market. 23 . secondary data has several supplementary uses. field tests. in case. get feedback about our Web site.must thoroughly search secondary data sources before commissioning any efforts for collecting primary data. By customizing tried-and-true approaches — focus groups. primary research is usually based on statistical methodologies that involve sampling as little as 1 percent of a target market. For example. assess demand for a proposed service. the secondary data itself may be sufficient to solve the problem. and find out how much consumers will shell out for a new product. interviews or observation — we can gain information about our target market. Moreover. statistics and figures are available on the internet either free or for a fee. In some cases. we can investigate an issue specific to our business. which is an especially important consideration when we are launching a new product or service. Secondary data – whether internal or external – is data already collected by others. Usually the cost of gathering secondary data is much lower than the cost of organizing primary data. Business firms always have as great deal of internal secondary data with them. All the output of the MIS of the firm generally constitutes internal secondary data. This data is readily available. Secondary data is of two kinds. time and money. Primary research is research that's tailored to a company's particular needs. for purposes other than the solution of the problem on hand. In addition. It also helps to plan the collection of primary data. it becomes necessary. Many published. There are many advantages in searching for and analyzing data before attempting the collection of primary data. internal and external. Primary research delivers more specific results than secondary research. We shall therefore discuss secondary data first and then take up primary data. surveys.

The shoppers were keenly observed during the time of purchase since the objective was to understand their psyche for the biscuit purchase. 24 . The survey was conducted by simple random method and mostly residential areas were covered and to certain extend commercial areas. The shopper survey was carried out with the same sample size of 30. As customers don’t have a particular time to purchase the biscuit the observation time was made flexible in order to interview the shopper. The method adopted was one-one interview with the shopper as soon as he/she was leaving the store. whether the brands are clearly visible etc and photos of each store were taken to support the study. The objective was to understand the buying behaviour and frequency of purchase all these objectives were supported by a structured questionnaire. Unstructured questions were asked to the retailers regarding the Britannia biscuit sales and the company’s efforts in order to make retailer push its product. Survey was conducted only at the General Trade Outlets (Kirana/Self service Kirana Stores and Bakeries) as these are the place where biscuits are sold other than Supermarkets which comes under Modern Trade. Retailer’s survey was conducted in order to find the status of in-store promotion/communication tools at the GT outlets and how it will impact the biscuit customers in the buying process. At the retail outlet keen observation was done regarding the biscuit assortment as to how its being kept in the store.Methodology Adopted: In our case we have taken a sample size of 30 each for Stores to be surveyed and shoppers to be interviewed in Bangalore city. The shoppers were limited to either just biscuit shopper or biscuit as a part of overall purchase.

1. Retailers (Store) Survey: Britannia’s position in the market. Consumers Research: Buying behaviour of the consumers. Questionnaire for shoppers and Bangalore city map indicating the area covered are provided in the Annexure section. 83% 25 Store s without Backe nd S he e t. Retailer’s insight for the biscuit category in General Trade outlets. Sampling: Population: General Trade (Kirana/Self Service Kirana Stores & Bakeries) Sampling Method: Simple Random Sampling. Retailer’s (Store) Survey: Findings from the survey: Store s with She lf Stickers. 2. 100% . 0% Store s without Shelf Stickers.List of Stores surveyed. 17% Store s with Backe nd S he e t. Consumption pattern of the consumers.

Stores with Total Branding. 4% Store s without Pillar Brandin g. 93% Store s without Dangle rs. 96% 26 . 7% Fig 2: Stores with Backend Sheets Store s with Dangle rs. 86% Stores without Total Branding. 96% Fig 3: Stores with Pillar Branding Fig 4: Stores with Danglers The above 4 pie charts shows the in-store promotion/communication status of the stores visited.Fig 1: Stores with Shelf Stickers Store s with Pillar Branding. 14% Over the counter Stores. 4% Self Service Stores.

3. 2. Sale of Mariegold is very good compared to Mariegold Vita. 23% Kirana/Se lf Se rvice Kiran a Store s73% Fig 7: Type of Store Surveyed Fig 8:Stores with properly arranged assortment Retailer’s Insight about the biscuit category: 1.Fig 5: Type of Stores Surveyed Fig 6: Stores with Total Branding S tore s with prope rly arrange d assortme nt. Sale of Good Day (cashew) is maximum among all the biscuit categories followed by Marigold. Sale of Parle-G is good compared to Tiger (60:40) 27 . 24% Store s without prope rly arrange d assortme nt 76% Bake ry.

Ten stores had Unibic cookies assortment. 2. Sale of Britannia is mainly due to the Brand name and ATL (Above the Line) activities. No support from Distributor for arrangement of assortment whereas other companies like Pepsi. Stock of Little Heart was rarely available at the store surveyed. 4. 7. 5. 12. 3. 11. 3 stores had McVites cookies. 6. Almost all stores are lacking in-store promotion/communication tools. 5. Sunfeast’s Special is picking up very fast. All the stores surveyed had at least 70% stock of Britannia. Sale of NutriChoice is limited to few and regular customers in upmarket areas like Indra Nagar. Sales of Parle’s Hide n Seek is picking up in upmarket areas. New Tagline”Zindagi mein Life” was promoted in only one store out of the total store visited through Danglers. 9. Of the total stores surveyed. 8. 10.4. Biscuit assortment was properly arranged only at the self service stores. Store Observations: 1. Distribution system of Britannia is very good compared to Parle. 28 . Sale of 5 Grain is very less. Cadbury’s distributor arranges the stock once in a week.

One of the stores had kept Britannia stock in the shelf where the backend sheet was provided by Sunfeast. No particular push from the retailer as an alternate brand to the customer. 7. Backend sheets by the distributor of Britannia.6. Here we can see the posters of Airtel & Vodaphone applied on Britannia poster making it invisible. 29 . One of the stores had Britannia posters entirely covered by other company’s posters. No supply of Shelf sticker.

Akbar Stores & NR Stores.Display of Biscuit Assortment at General Trade outlets Improper display of biscuit assortment at Kirana Stores. These stores were Rehyana Stores. All these signboards were displayed recently (around 10 days back). Here the brands are not clearly visible. 8. The various in-store promotional/communication tools are: 30 . Sridevi Condiments. Sudhamanagar area. Nandikeshwara Condiments. Signboards were displayed at 5 stores within a span of around 500 meters in Proper display of Assortment at Self Service Kirana Stores. Sizes of these stores were very small except one. Lalbaug Road cross. Here the brands are clearly visible.

Shelf Stickers Danglers Pillar Branding Signboard Backend Sheet Suggestions with respect to retail outlets 31 .

Retailers should be given some discount by the company for displaying their assortment above all for clear visibility. at least some prominent stores spread across different localities should have total branding for making customer aware of the brand. as few of the retailers were not aware of it. 7. New varieties of biscuits should be explained to the retailers like NutriChoice. 2. 6. Distributor should make the retailer push their product over its competitor by providing some incentives. If not all. Retailers play an important role in pushing the product therefore it is imperative for Britannia to find a favour with the retailers so that they will push their brands against its competitors. Findings from Shoppers Survey: 32 . 3. 4. 5. The biscuit assortment should be properly arranged and the brands should be clearly visible so that when the potential shopper enters the outlet.1. The distributor should be trained to arrange the assortment properly for the customer’s convenience whenever they replenish the stock to the retailer. though he/she might be planned but still good visual merchandising may influence the shopper and indulge him/her in additional (impulse) buying.

Bakery Kirana/Self Service Kirana Stores Supermarket Supermarket 17% Bakery 20% Kirana/Self Service Kirana Stores 63% Fig 1: Customers biscuit buying place Monthly Buying As & when required Monthly buying 20% As & when required 80% Fig 2: Biscuit buying process (frequency) 33 .

Good Visibility attracts Preplanned buying Good Visibility attracts 17% Preplanned buying 83% Fig 3: Biscuit buying behaviour 34 .

Haven’t Tried (8) Most of the suggestions from the shoppers were: 1.New brand of Biscuits tried in the past six months.(13) 2.(8) 3. Good advertisements (ATL) will attract kids and these kids further influence parents to buy the advertised brand. Free gifts like tattoos and small toys should be provided along with the large biscuit packs to attract kids. 1. Sunfeast’s Special (7) 2. Proper arrangement of assortment would enhance the visibility of the brand which eventually may entice the potential customer to buy biscuits other than planned one. NutriChoice Digestive (4) 6. Unibic Cookies (4) 4. Parle’s 20 – 20 (3) 5. No idea(4) [Note: Figures in the parenthesis indicates number of shoppers] Interpretation of Shoppers survey: 35 .(5) 4. Britannia – Bourbon (4) 3.

1. they purchase biscuit as and when required or need arises while few made it a point to purchase it on a monthly basis. The biscuit buying frequency of most of the shoppers is same. Most of the customers were preplanned in their buying process proving the retailers feedback. 3. 4. 2. 5. Almost 50% of the respondents were of the view that good visibility can enhance their biscuit purchase apart from preplanned one. Sunfeast’s Special biscuit is doing good business and it was supported by both shoppers as well as retailers. Suggestions with respect to shopper’s behaviour: 1. By looking at the first pie chart it is clear that most of the people in the residential areas buy biscuits from kirana/departmental stores. As most of the biscuit purchase is done at the Kirana/Self Service Kirana stores for 36 .

Observation of shopper’s behaviour 37 . the company can make use if it and incite buyers for impulse purchasing by good visual merchandising of the biscuits. 4. Since monthly biscuit shoppers are very less compared to shoppers who shop as & when required. 2. 3. As 50% of the respondents are of the view that visual merchandising can enhance their purchase. taking cue from this feedback I would suggest that the company should initiate this project at general trade outlets similar to the Planograms what they following at modern trade (supermarkets). Though the customers are preplanned but still the company through in-store Communication/promotion tools can impact their purchasing decision.people residing in residential areas the company should concentrate on these stores for the BTL marketing.

At the self service stores customers were just picking up the required brand. Most of the customers observed were preplanned in their buying process. 38 . 2.1. Here the company’s duty is convert these unplanned customers to buy their brand through good visual merchandising. Data collected through the survey has been analyzed using Hypothesis method. 5. Observed few customers struggling to find the biscuit as the assortment was not properly arranged. these were the purchasers who were looking at the assortment and then deciding which brand to buy. Colour of the biscuit wrapper can also influence the kids and can create impulse buying. which according to the survey report was available not only at the self service stores. this showcases the convenience the shopper will get if the assortment are properly arranged. with few exception. 4. 3.

It is usually given the symbol H0. This is a non-directional (two-tailed) alternative hypothesis.g. higher or lower. The alternative hypothesis. The first hypothesis is usually referred to as the Null Hypothesis because it is the hypothesis of no effect or no difference between the populations of interest. in equivalence trials a researcher would like a new (but perhaps cheaper) treatment to be as effective as the current treatment.and two-sided hypotheses. e. however. more or less. In the latter case. Note. with no indication of the direction of change. is a non-directional alternative hypothesis. but SPSS printouts only show two-tailed probabilities. but since it is often the hypothesis that the researcher would like to be true. these refer to the alternative hypothesis. The Alternative Hypothesis is usually given the symbol Ho or Ha. Note: the null hypothesis is the same for both directional and non-directional cases. The p-value (level of significance) 39 . The distinction between non-directional and directional hypotheses is important when interpreting the results of significance tests. The Alternative Hypothesis states that there is an effect or that there is a difference between the populations. One-and two-tailed hypotheses Also referred to as one. In Minitab. it is the null hypothesis that the researcher would like to see supported by the data. it is sometimes referred to as the Study Hypothesis or Research Hypothesis. The second hypothesis is usually called the Alternative Hypothesis by statisticians.Statistical Hypothesis Testing The formal statistical procedure for performing a hypothesis test is to state two hypotheses and to use an appropriate statistical test to reject one of the hypotheses and therefore accept (or fail to reject) the other. the p-value ('2-tail sig') should be halved. referred to above. it states that there is a difference. the appropriate alternative hypothesis can be set.

If the p-value is larger than 0. To put it another way . The 5% value is called the significance level of the test. if the p-value is small the data support the alternative hypothesis.All statistical tests produce a p-value and this is equal to the probability of obtaining the observed difference. The data analysis is divided into two sections: Ho: Null Hypothesis Ha: Alternative Hypothesis Section I: Ho: Biscuit buying pattern at General Trade outlets is not preplanned. if the null hypothesis is true. (B) Ha: Biscuit buying pattern at General Trade outlets is preplanned. (B) Ha: In-store visibility of Britannia is not triggering impulse purchase. the p-value is the probability of obtaining a difference at least as large as that observed due to sampling variation. Other significance levels that are commonly used are 1% and 0.05 we fail to reject the null hypothesis. If the p-value is large the data support the null hypothesis. But how small is 'small' and how large is 'large'? Conventionally (and arbitrarily) a p-value of 0.if the null hypothesis is true. (A) Section II: Ho: In-store visibility of Britannia is triggering impulse purchase. (A) Chi-squared test for nominal (categorical) data 40 . or one more extreme.1%. Consequently.05 (5%) is generally regarded as sufficiently small to reject the null hypothesis.

To perform a chi-squared test. To calculate the chi-squared statistic the value of needs to be calculated.5 is the expected frequency. the observed frequency is as below: Observed Count Buying behaviour Buying Frequency Total A 25 24 49 B 5 6 11 Total 30 30 60 To answer the question 'is there any evidence of a difference in the buying pattern at the General Trade outlets?’ the chi-square test is used. is calculated. the number of planned/unplanned buying expected in each cell of the table if the null hypothesis is true. With sample size 30. therefore the calculated Chi square value is 41 . Calculations The expected numbers (under the null hypothesis) in each cell are equal to Thus for the buying behaviour (A) cell the expected number is 30 x 50 = 24.The χ2 test can be used to determine whether a difference between 2 categorical variables in a sample is likely to reflect a real difference between these 2 variables in the population.5 60 24.

01 24.5 60 5. Conclusion: The compilation of this report bears a judgmental mark on the in-store promotion/communication tools which forms the BTL marketing for Britannia biscuits.045 5. For the buying behaviour (B) cell the expected number is 30 x 11 = 5.05) therefore we reject the null hypothesis and accept the alternate hypothesis.(25 – 24.5)2 = 0.5 This calculated value is smaller than the p-value (0.5)2 = 0.5 is the expected frequency Further the Chi square value is to be calculated for cell (B) (5 – 5.5 This calculated value is less than p-value (0. 42 .05) therefore we reject the null hypothesis and accept the alternate hypothesis.

Indian Retail industry is at its nascent stage and it is fast developing with customers becoming more aware of the products due to fast changing environment and more exposure to commercial advertisements. wherein the consumers are preplanned in their buying process but still their exist an opportunity mainly through the consumers response that good visual merchandising can be helpful for a company to increase sale at the general trade outlets. As the shoppers are preplanned but good visual display can enhance their buying or can indulge them in impulse buying which is what exactly happening at Modern Trade outlets where the customers end up buying multiple things through impulse which is mainly done by good visual merchandizing. Indian consumers have become cautious as far as purchasing is concerned. In-store communication as far as biscuit category is concerned is poor and needs immediate attention in order to increase the sale. Britannia should take initiative wherein they should do the field work and try to take the retailers into confidence and if the store is of substantial size it should be converted into self service kirana store and there should be an exclusive rack for Britannia biscuits with properly arranged assortment.The perception of the consumer and the attitude of the retailers have no doubt added a new dimension to the existing marketing strategy in use by the company. The above two study of both retailers as well as shoppers have helped in assimilating the core issue of BTL of the proposed BTL study. The two survey conducted shows the consumption pattern of biscuits. SWOT Analysis of Britannia done on the basis of primary & secondary research Strengths: 43 .

2. 4. While PriyaGold is strong player in north region and it is planning to foray in south region very soon. Britannia has well penetrated distribution network. Capitalize on its brand image to introduce new varieties of biscuits. Threats of local & regional players are more. Britannia is holding leadership position in six out of the seven sub-categories of biscuit with exception being Glucose category. Annexure: Annexure I: Store Details Sr. Opportunities: 1. Threats of inflation in prices of agri-based commodities are always attached to it. It has a very strong brand image as it is a very old player in biscuit category. Threats: 1. 3. 2.1. 2. Others competitors like Sunfeast & Parle are playing very aggressive role in the contemporary period. 2. Britannia can leverage its pillar brands in full swing. 4. Britannia has strong brands like Good Day.No Store Name 1 Casio Home Needs Area Frazer Town 44 . Lack of new product innovation could cool things off for Britannia. MarieGold and Tiger. Weakness: 1. Britannia is unable to improve its margin since last few quarters due to increasing input cost. It is also facing problems of high turnover of Key Managerial Personnel (KMP). 3. 3. Increase its BTL (Below the line) marketing activities to increase its sale at the general trade outlets by making customers buy through impulse purchasing.

11th Main.1st Main Domlur Layout. RT Nagar HAL 2nd Stage.G. Mathikere Sudhamanagar.2nd Main Kodihalli Murgeshpalaya Frazer Town SBM Colony. MICO Layout Domlur Layout. Mathikere MSR Nagar.Iyenger’s Bakery & Sweets Niharika Provision Stores National Stores Zam-Zam Stores Top in Town Stores Brothers Provision Stores Anugraha Food land Sri Durga Stores Nandikeshwara Condiments Ashirwad Bakery Shiva Provision Stores New Family Stores Ashirwad Stores KP Stores New Delight Stores Pee Kay Stores Golden Departmental Stores Akbar Stores Sri Gayatri Stores Frazer Town Infantry Road Shivaji Nagar Shivaji Nagar HAL Airport Road Indra Nagar 1st Stage Wind Tunnel Road Indra Nagar 1st Stage Lalbaug Cross Road JP Nagar 2nd Phase Cox Town MICO Layout Baneerghatta Cross Road Main Road.2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Bake Hut Green Land Stores Bakes & Shakes Cake Paradise Bakery & Sweets Aishwarya Bakery Vijaya Bakery Choice Supermarket Honey Bakes Stores Rehyana Stores Mamta Super bazaar S. Indra Nagar Kodihalli Wilson Garden Sudhamanagar Arekere. 7th Main. Indra Nagar HAL 2nd Stage. Lalbaug Road Cross Jayanagar Annexure II: Questionnaire for shoppers 45 .

1. Supermarket 2. What should be done by Britannia in order to help the shoppers buy the biscuits more? (Any suggestions) Annexure III: Bangalore City Map (Red circle indicates area covered) 46 . What are the new kinds of biscuits you have tried during the past six months? 5. Normally where do you buy the biscuit from? a. Kirana/Self service Stores c. Bakery b. Does good visibility at the outlet attracts you for buying or you are preplanned in your buying process? 4. Is biscuit a part of your monthly buying or it’s an impulse (as & when required) buying? 3.

Note: all areas which were covered are not shown due to the limitation of map Annexure IV: Survey Store photos 47 .

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Business Research Methods. Tata McGraw Hill. Nidhi V Srivastava (2008). 11th Impression. 3. Prentice Hall India. Ninth Edition 51 .Bibliography: Books Referred: 1. Retail Management. Rajnish Tuli. Consumer Behaviour. Ninth Edition. 2. Donald R Cooper. Chetan Bajaj. Leslie Lazar Kanuk (2008). Leon G Schiffman. Oxford University Press. Pamela S Chindler (2007).

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