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INTRODUCTION

Customer satisfaction is a measure of how products and services supplied by a company meet

or surpass customer expectation. It is defined as "the number of customers, or percentage of

total customers, whose reported experience with a firm, its products, or its services exceeds

specified satisfaction goals. the direct impact of brand awareness on the level of customer

satisfaction. It means once, the customer knows about the product, through the brand

awareness created by the marketer, the tendency of the customer to buy the product and uses

it then only whether the marketer can assess the impact of brand awareness on the customer

satisfaction. So, the first things are first, like first the brand awareness followed by the

measurement of customer satisfaction.

CONSUMER
The term “customer” is typically used to refer to someone who regularly purchases a

particular store or company. Thus, a person who shops at FOOD-WORLD or who uses

Pepsodent tooth is viewed as a customer of these firms.

The traditional view points have been to define consumers strictly in terms of

economic goods and services. This position holds that consumers are potential purchasers of

products and services offered sale. Here our primary attention will be directed toward

ultimate consumers, those individuals, who purchase for the purchase of individual or

household consumption. And thus, this view has been broadened over time so that at least

some scholars now do not consider a monetary exchange essential to the definition of

consumer.

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CONSUMER MARKET & BUYER BEHAVIOUR :

The aim of marketing is to meet and satisfy target customers needs and wants. But getting to

know your customers is never a simple job. Customers may state their needs and wants but

act otherwise. They may not be in touch with their deeper motivations. They may respond to

influences that change their mind at the last minute.

BRAND :

Definition : An identifying symbol, words, or mark that distinguishes a product or company

from its competitors. Usually brands are registered (trademarked) with a regulatory authority

and so cannot be used freely by other parties. For many products and companies, branding is

an essential part of marketing.

Branding:

Definition: Entire process involved in creating a unique name and image for a product (good

or service) in the consumers' mind, through advertising campaigns with a consistent theme.

Branding aims to establish a significant and differentiated presence in the market that attracts

and retains loyal customers.

Brand Strategy :

A plan that employs a unique set of design tools - logo, palette, typefaces,

formats,

images, and language - created for an organization and applied to all its

communication tools: annual report, letterhead, business cards, packaging

Brand Awareness :
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Brand awareness consists of brand recognition and brand recall performance.

Brand recognition relates to consumers ability to confirm prior exposure to the

brand when given the brand as a cue. In other words, brand recognition requires

that consumers can correctly discriminate the brand as having been previously

seen or heard. For example when consumers go to the store, is it the case that

they will be able to recognize the brand as one to which they have already been

exposed. In other words brand recall requires that consumers correctly generate

the brand from memory when given a relevant cue. For example, recall of

Kellogg's Corn Flakes will depend on consumers ability to retrieve the brand

when they think of the cereal category.

Brand equity :

Brand equity refers to the marketing effects or outcomes that accrue to a

product with its brand name compared with those that would accrue if the same

product did not have the brand name And, at the root of these marketing effects

is consumers' knowledge. In other words, consumers' knowledge about a brand

makes manufacturers/advertisers respond differently or adopt appropriately

adept measures for the marketing of the brand

Brand Strategy

A plan that employs a unique set of design tools - logo, palette, typefaces,

formats, images, and language - created for an organization and applied to all its

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communication tools: annual report, letterhead, business cards, packagingA

plan that employs a unique set of design tools - logo, palette, typefaces, formats,

images, and language - created for an organization and applied to all its

communication tools: annual report, letterhead, business cards, packaging

Brand Image :

A positive brand image is created by marketing programs that link

strong, favorable and unique associations to the brand in memory. The

definition of customer-based brand equity does not distinguish between the

source of brand associations and the manner in which they are formed; all that

matters is the resulting favorability, strength and uniqueness of brand

associations. This realization has important implications for building brand

equity. Besides marketer-controlled sources of information brand associations

can also be created in a variety of other ways: by direct experience; from

information communicated about the brand from the firm or other commercial

or non partisan sources.

OPERATIONAL DEFINITIONS OF THE CONCEPTS :

Brand: A brand is a name, term, symbol, design, or other feature that identifies

one seller’s good or service as distinct from those of other sellers.

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Brand Name: A brand name is that part of a brand that can be spoken,

including letters, words, and numbers; a brand name is often a product’s only

distinguishing characteristic

Brand Loyalty: Brand loyalty is a customer’s favorable attitude toward a

specific brand, which affects the likelihood of consistent purchase of this brand

when the need arises for a product in this product category.

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 2. PROFILE OF THE ORGANIZATION

BRITANNIA

HISTORY OF BRITANNIA

The company was established in 1892 by a group of British businessmen with

an investment of ₹295. Initially, biscuits were manufactured in a small house in

central Kolkata. Later, the enterprise was acquired by the Gupta brothers,

mainly Nalin Chandra Gupta, an attorney, and operated under the name "V.S.

Brothers." In 1918, C.H. Holmes, an English businessman based in Kolkata,

was taken on as a partner and The Britannia Biscuit Company Limited (BBCo)

was launched. The Mumbai factory was set up in 1924 and Peek Freans UK,

acquired a controlling interest in BBCo. Biscuits were in high demand during

World War II, which gave a boost to the company's sales. The company name

was changed to the current "Britannia Industries Limited" in 1979. In 1982, the

American company Nabisco Brands, Inc. acquired the parent of Peek

Freans and became a major foreign shareholder.

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OVERVIEW OF BRITANNIA

Britannia Industries is one of India’s leading food companies with a 100 year

legacy and annual revenues in excess of Rs. 9000 Cr. Britannia is among the

most trusted food brands, and manufactures India’s favorite brands like Good

Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household

names in India. Britannia’s product portfolio includes Biscuits, Bread, Cakes,

Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt.

Britannia is a brand which many generations of Indians have grown up with and

our brands are cherished and loved in India and the world over. Britannia

products are available across the country in close to 5 million retail outlets and

reach over 50% of Indian homes.

The company’s Dairy business contributes close to 5 per cent of revenue and

Britannia dairy products directly reach 100,000 outlets.

Britannia Bread is the largest brand in the organized bread market with an

annual turnover of over 1 lac tons in volume and Rs.450 crores in value. The

business operates with 13 factories and 4 franchisees selling close to 1 mn

loaves daily across more than 100 cities and towns of India.

We have a presence in more than 60 countries across the globe. Our

international footprint includes presence in Middle East through local

manufacturing in UAE and Oman, are the No 2 biscuit player in UAE with a

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strong contention to leadership and have a similarly strong market position in

the other GCC countries. We are also the market leaders in Nepal and are in the

process of investing a manufacturing facility in the country.

Our foot print spreads across North America, Europe, Africa and South East

Asia through exports and we are investing in a state- of- the- art facility in

Mundra SEZ, Gujarat, to service the exports markets.

Our strategic expansion plan is based on the principle of ‘One new market a

year’. We plan to expand through local operations in Africa and South East Asia

in the coming years.

Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think

Better’. Having removed over 8500 tonnes of Trans Fats from products,

Britannia became India’s first Zero Trans Fat Company. Over 50% of the

Company’s portfolio is enriched with essential micro- nutrients which nourish

the body.

The company set up the Britannia Nutrition Foundation in 2009, and began

working on public private partnership to address malnutrition amongst under-

privileged children and women.

Brand Britannia is listed amongst the most trusted, valuable and popular brands

in various surveys conducted by prestigious organizations like Millward Brown,

IMRB, WPP Group and Havas Media Group to name a few.

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Our relentless focus on quality and freshness have won us prestigious accolades

including the Golden Peacock National Quality Award and the Ramakrishna

Bajaj National Quality Award.

However, the award that we cherish the most is the one given by our

consumers.Britannia is recognized as one of the most trusted, valuable and

popular brands among Indian consumers in various reputed surveys.

Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly
endeavor to make a Billion Indians reach out for a delightful and healthy
Britannia product several times a day! Imagine Britannia.

Vision

The vision of the Britannia biscuits is to dominate the food and beverage market

in India with a distinctive range of “Tasty Yet Healthy” Britannia brands

Mission

Britannia Biscuits set its mission as 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.

Short-term Objectives:

• To improve image to shareholders.

• To improve internal processes and controls.

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 • To increase NSV and ROI.

Long-term Objectives:

• To be the lowest-cost producer in the market

• To become largest volume player in the bakery industry.

Major milestones of britannia industries

2000- Britannia Industries launches the hugely successful campaign

Britannia Khao, Cricketer Ban Jao'. It also launches the product Vita
Mariegold in this year. Britannia also launches Milkman Lassi and Mlikman
Cold Coffee.Britannia was voted in Top 300 small companies by Forbes
Global.

2001 -Britannia Industries launches Britannia Milkman Milk in Delhi.

Britannia is acknowledged as No.1 food brand of India by Economic Times
Brand Equity survey.

2002 -Britannia Industries Ltd announced on March 26, 2002 that it has
entered into a joint venture with the Fonterra Cooperative Group, New
Zealand's biggest company and one of the leading diary co-operative
groups in the world. Britannia's new COO is Nikhil Sen.

2004 -Britannia was accorded the status of being a 'Superbrand'. Volumes

crosses 3, 00,000 tonnes of biscuits. Good Day adds Choconut to its range.

2005 -Relaunches the brand Tiger, with the highly successful slogan -
'Swasth Khao, Tiger Ban Jao' and also launches 50-50 Pepper Chakkar.

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2007 -Britannia industries formed a joint venture with the Khimji Ramdas
Group and acquired a 70 percent beneficial state in the Dubai-based
Strategic Foods International Co. LLC and 65.4% in the Oman-based Al
Sallan Food Industries Co. SAOG. Britannia launches NutriChoice - the first
of its kind of biscuits in India - with no added sugar.

2009 -Britannia takes full control of Daily Bread. Britannia New Zealand
Food (BNZF) became a BIL subsidiary after BIL bought out New Zealand's
Fonterra from the existing joint venture. BNZF was renamed Britannia
Dairy Pvt. Ltd. (BDPL). Britannia became the first Bakery brand in India to
remove trans-fats from 99.9% of its products. Wadia Group became the
largest shareholder in BIL after acquiring stake holdings from Group
Danone.

2010 -Britannia Industries Ltd has appointed Dr. Vijay L. Kelkar as an

additional Director on the Board of the Company with effect from May 28,
2010.

2011- Britannia received the Most Respected Company Award 2011 from
Businessworld.Bourbon received the Most Popular Confectionery Product
Preferred By Youth (Biscuit) Award.
• Britannia Bread launched its new range of Health Breads in Delhi in
November. The range consists of Honey & Oats Bread, Multi-Grain
Bread, 100% Whole Wheat Bread and Multi-Fiber Bread.
• Britannia was honoured with `Creative HR Practices Award' by Employer
Branding Institute, India.
• IMC Ramakrishna Bajaj National Quality Award 2011 was awarded to
Britannia Industries Limited.
• The Modern Trade team of Britannia was honoured with Winner-BEST
BAKERY SUPPLIER award for the year 2011-12, at the 1st SPENCER'S
Best Supplier Awards 2012 on 22nd June.

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2012- Britannia was awarded the Global Performance Excellence Award
(GPEA) by Asia Pacific Quality Organization (APQO).

2013- 'Experience of Health' with Nutrichoice | Britannia brings home the

goodness of golden, sun-kissed wheat with its all new NutriChoice Crackers
Range.

2014- Chunkies Tie-up with Amazon | An exclusive tie-up with Amazon for
the launch of its latest product Good Day Chunkies, a super-premium chocolate
chip cookie.

2015 -Britannia Bourbon turns 60 | Britannia Bourbon, India's first premium

chocolate biscuit completes 60 glorious years.

2016
• Cake Biscotti | Britannia launches Cake Biscotti, India’s first ever classic
'Bridge' product combining the best of the world of a cake and that of a
cookie.
• Cutting - edge technology | Britannia launched its state of the art R&D
Centre facility in Bidadi, Karnataka.

2017- Enriching our portfolio - Britannia-Chipita JV | Entered into a joint

venture agreement with Chipita S.A., a Greek company, for the manufacture
and sale of ready to-eat delicious croissants.

The Origin Of Eat Healthy Think Better

Britannia -the 'biscuit' leader with a history-has withstood the tests of time. Part
of the reason for its success has been its ability to resonate with the changes in
consumer needs-needs that have varied significantly across its 100+ year epoch.
With consumer democracy reaching new levels, the one common thread to
emerge in recent times has been the shift in lifestyles and a corresponding
awareness of health. 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. This new awareness has seen

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consumers seeking foods that complement their lifestyles while offering
convenience, variety and economy, over and above health and nutrition.
Britannia saw the writing on the wall. Its "Swasth Khao Tan Man Jagao" (Eat
Healthy, 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 Thus, the new logo was born, encapsulating the core
essence of Britannia - healthy, nutritious, optimistic - and combining it with a
delightful product range to offer variety and choice to consumers.

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 Britannia products

BRITANNIA MARIE GOLD

Britannia's oldest brand enjoys a heritage that spans the last 50years - and going
strong. It is famous for its Britannia and Tiger brands of biscuit, which are
popular throughout India. Britannia has an estimated 38% market share. In a
market swamped Britannia's oldest brand enjoys a heritage that spans the last
50years - and going strong. It is famous for its Britannia and Tiger brands of
biscuit, which are popular throughout India. Britannia has an estimated 38%
market share. In a market swamped

FIFTY – FIFTY

Britannia initially introduced this sweet and salt biscuit product to capture the
Parle's "Krackjack" market share. Launched in 1993, 50-50 because of its
"Hatke" taste and youthful appeal quickly emerged as the leader of category
with more than one-fourth of market share.

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BRITANNIA’S PRIDE – TIGER

With the launch of another new product "Tiger" Britannia made a significant
shift in its own business arena. The new product "Tiger" was launched in red
coloured packs to attract the eyes of the rural consumers as the rural consumers
prefer this colour very much

BRITANNIA GOOD DAY

was launched in 1986 in two delectable avatars - Good Day Cashew and Butter.
Over the years, new variants were introduced - Good Day Pista Badam in 1989,
Good Day Chocochips in 2000 and Good Day Choconut in 2004.

This rich cookie enjoys a fan following of consumers across all ages, loyal to
the brand promise of a great taste, evident from the visibly abundant

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ingredients. 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.

CAKES

Britannia entered the cake market in the year 1963 and is the leading player in
the market. Britannia Cakes range is divinely scrumptious and has Bar Cakes,
Chunk Cakes and Cup Cakes which were launched in 2005. Bar Cakes are
available in variants that include Fruit, Butter Sponge, Chocolate, Pineapple,
Milk, Vanilla Chocolate and Orange.

BRITANNIA NUTRI CHOICE

It provides you with a range of snacks and NutriBix which are inherently
healthy yet do not compromise on taste and come with a promise of adding
goodness to your lives.

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Gifts

Britannia brings you 'Shubh Kaamnayein' converting little moments of the

festive season into delightful memories The magical time of year, is round the
corner. Bring in this festive season rejoicing, and adding the glitter and glamour
of celebration, with Britannia 'Shubh Kaamnayein' a range of biscuits, premium
cookies and cakes

Britannia Nutri Choice Oat Cookies

For the first time in India we have Britannia

NutriChoice 'Diabetic Friendly' Essentials
specially designed for people with diabetes.
There's no longer a need to avoid snacks or
go hungry while traveling or at work. Rather
approach snacking in a healthy way with our
Oat Cookies. Britannia NutriChoice Oat
Cookies are scientifically created to suit the special lifestyle and nutrition needs
of diabetics to manage extreme swings in blood sugar. They are tasty, crunchy
and convenient option for those mid-meal pangs.

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Britannia Nutrichoice Ragi Cookies

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly'
Essentials specially designed for people with diabetes. There's no longer a need
to avoid snacks or go hungry while traveling or at work. Rather approach
snacking in a healthy way with our Ragi Cookies. Britannia NutriChoice Ragi
Cookies are scientifically created to suit the special lifestyle and nutrition needs
of diabetics to manage extreme swings in blood sugar levels. They are tasty,
crunchy and convenient option for those mid-meal pangs. Ragi helps lower
blood glucose levels and in a rich source of magnesium, which is instrumental
for the production of important enzymes. Our Ragi Cookies are a good source
of fiber, both soluble and insoluble, for heart and digestive health.

Nutrichoice Health Starter Kit

2010 - Britannia Nutrichoice launches a New Year pack - the Nutrichoice

Health Starter Kit . Created for everyone who makes a New Year resolution to
become healthy and does not follow through on it. The Health Starter Kit
contains a range of healthy biscutis - 1 pack each of Nutrichoice Hi-Fiber
Digestive, Nutrichoice 5 Grain and Nutrichoice Nature Spice Cracker. It also
has a one week free pass to Talalkars gym that entitles every consumer to one
week free trial of any Talwalkars (TBVF ltd) gym across the country. In
addition to this the pack also contains a Fit Sip Sipper and a fitness chart. All
this for only Rs 100.

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Treat Fruit Rollz

All kids who have relished the yummy creamy treasures of Britannia Treat in
exciting flavors, have yet another reason to celebrate! Britannia Treat launches
the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are filled with
real fruits and provide a healthy yet mouth-watering treat to the kids. Fruit Rollz
comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy
Orange and Delicious Dates! Want to know a little secret? They make the best
tiffin treats! So during snack time what better than to munch on the delicious
and healthy Fruit Rollz and discover the yummy fruit flavor from within the
shells. Keeping up with Britannia's platform of 'taste bhi, health bhi', Fruit Rollz
is indeed a yummy snacking option for kids, while keeping the Moms assured
about the goodness provided by the fruit filling. So go on and treat yourself to
the lip-smacking snack!

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New Britannia Milk Bikis

Milk Bikis, the favourite growth partner of Kids, now brings greater value and
delight to all with its new product and pack design. Recently re-launched in its
existing Southern & Eastern markets, and extended across India, the new Milk
Bikis is all set to add excitement and appeal to ‘nutritious’ food. Whoever said
that ‘good food’ needs to look ‘dull and boring’, will just have to take a look at
Milk Bikis. With a unique and attractive honeycomb design and an enhanced
product experience, the new biscuit prompts the ‘Kid’s will love it’ reaction
amongst mothers. The milk goodness in the recipe is now enhanced with
SMART NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid mental
and physical development in growing kids. The premium packaging, besides
appealing to kids, also ensures that the biscuits remain fresh and crisp. So,
whether its breakfast time or snack time at school, rest assured that kids will
look forward to munching these crunchy, milky biscuits which even helps in
their development. And yes, adults won’t be far behind in reaching out for a
pack!

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STRENGTHS

Britannia is the market leader in its industry and is among the fastest growing
FMCG companies in the last two years

• Its net profit increased by 77.5 per cent and operating margin by 307 basis
points to 7.5 per cent in 2007-08, despite inflation in key commodities by 20- 25
per cent in the last two years.

• In a survey conducted by AC Nielsen ORG-Marg, consumers voted brand

'Britannia' among the 'Top 10' most trusted brands across categories for the fifth
successive year.

• It was also rated as the second most trusted food brand in 2008 and first in
2007

• It was rated as the seventh most trusted brand across all categories in 2008.

• Its performance in 2007-08 was strong, with a sales growth 17.5 per cent,
besides a 27.5 per cent growth in the previous year, adding Rs 800 crore of
incremental revenue during this period (total revenue for 2007-08 was Rs 2,617
crore).

• It is the only biscuit company to have removed trans-fat from all its recipes.
Approximately 50 per cent of the company's bakery portfolio is now sold
fortified with micronutrients

• Widely accepted and available and it is a non- seasonal food which is in

demand thought-out the year

• Diverging into new products and categories like Tiger Pops (smaller version
of the Tiger glucose biscuit) and Pepper Chakkar (the 50-50 biscuit sprinkled
with pepper to give it a snack-like flavor)

• It has doubled its advertising budget in the last 5 yrs.

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• Strategy to concentrate more on the trade marketing

WEAKNESS

• Requires a high level of investment in terms of innovation and

technology in which Britannia is stagnant
• Britannia Industries witnessed a loss in sales momentum for the third
consecutive quarter (2005-06) as the company has been feeling the heat
of growing competition
• Focus only on premium segment
• Biscuits is the only thing Britannia is known for even though it deals with
dairy products
• Processed food is considered unhealthy
• Biscuits were assumed as sick-man's diet in earlier days

OPPORTUNITY

• Demand for a health free product as people are more health conscious
• Improved standard of living
• Higher disposable income
• The rural sector consumes around 55 percent of the biscuits in the bakery
products.
• Bread and biscuits are the major part of the bakery industry and covers
around 80 percent of the total bakery products in India
• India is considered as the third largest producer of Biscuits after USA and
China, the per capita consumption of biscuits in our country is only 2.1
Kg., compared to more than 10 kg in the USA, UK and West European
countries

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 COMPANY PROFILE PARLA G

Parle Products has been India's largest manufacturer of biscuits and

confectionery, for almost 80 years. Makers of the world's largest selling biscuit,

Parle-G, and a host of other very popular brands, the Parle name symbolizes

quality, nutrition and great taste. With a reach spanning even the remotest

villages of India , the company has definitely come a very long way since its

inception.

Many of the Parle products - biscuits or confectioneries, are market leaders in

their category and have won acclaim at the Monde Selection, since 1971. With a

40% share of the total biscuit market and a 15% share of the total confectionary

market in India , Parle has grown to become a multi-million dollar company.

While to consumers it's a beacon of faith and trust, competitors look upon Parle

as an example of marketing brilliance.

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History

In 1929 a small company by the name of Parle products emerged in British

dominated India. The intent was to spread joy and cheer to children and adults

alike, all over the country with its sweets and candies. The company knew that

it wouldn’t be an easy task, but they decided to take the brave step. A small

factory was set up in the suburbs of Mumbai, to manufacture sweets and toffees.

A decade later it was upgraded to manufacture biscuits as well. Since then, the

Parle name has grown in all directions, won international fame and has been

sweetening people's lives all over India and abroad.

Apart from the factories in Mumbai and Bangalore Parle also has factories in

Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest

biscuit and confectionery plants in the country. Additionally, Parle Products

also has 7 manufacturing units and 51 manufacturing units on contract.

Parle Qualit

Hygiene is the precursor to every process at Parle. From husking the wheat and

melting the sugar to delivering the final products to the supermarkets and store

shelves nationwide, care is taken at every step to ensure the best product of

longlasting freshness. Every batch of biscuits and confectioneries are

thoroughly checked by expert staff, using the most modern equipment hence

ensuring the same perfect quality across the nation and abroad.

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Concentrating on consumer tastes and preferences, the Parle brand has grown

from strength to strength ever since its inception. The factories at Bahadurgarh

in Haryana and Neemrana in Rajasthan are the largest biscuit and confectionery

plants in the country. The factory in Mumbai was the first to be set up, followed

soon by the one in Bangalore, Karnataka. Parle Products also has 14

manufacturing units for biscuits and 5 manufacturing units for confectioneries,

on contract.

Parle Core Value

An in-depth understanding of the Indian consumer psyche has helped Parle

evolve a marketing philosophy that reflects the needs of the Indian masses.

With products designed keeping both health and taste in mind, Parle appeals to

both health conscious mothers and fun loving kids. The great tradition of taste

and nutrition is consistent in every pack on the store shelves, even today. The

value-for-money positioning allows people from all classes and age groups to

enjoy Parle products to the fullest.

Parle Award

parle products have been shining with the golds and silvers consistently at the

Monde Selection ever since they were first entered in 1971. Monde Selection is

an international institute for assessing the quality of foods and is currently the

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oldest and most representative organization in the field of selecting quality

foods worldwide.

CORE VALUE

An in-depth understanding of the Indian consumer psyche has helped Parle

evolve a marketing philosophy that reflects the needs of the Indian masses.
With products designed keeping both health and taste in mind, Parle appeals to
both health conscious mothers and fun loving kids. The great tradition of taste
and nutrition is consistent in every pack on the store shelves, even today. The
value-for-money positioning allows people from all classes and age groups to
enjoy Parle products to the fullest

Parle G products
Parle G

For over 65 years, Parle G has been a part of the lives of every Indian. From the snow
capped mountains in the north to the sultry towns in the south, from frenetic cities to laid
back villages, Parle G has nourished strengthened and delighted millions. Filled with the
goodness of milk and wheat, Parle G is not just a treat for the taste buds, but a source of
strength for both body and mind. Tear over a packet of Parle G to experience what has

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 nourished Generations of Indians since last sixty five years, making it truly Hindustan Ki
Taakat. Pack Sizes available: 16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G,
825G

Krackjack

The original sweet and salty biscuit is one of the most loved biscuits in the
country. It’s not just a biscuit, it’s the taste of relationships captured in a biscuit.
A little sweet and a little salty crafted in such a delicate and delicious balance,
you can never get enough of it. Have it anytime you like with anything you like .

Monaco

Share the company of great taste anytime, anywhere with Monaco. A light
crispy biscuit sprinkled with salt, Monaco adds a namkeen twist to life’s
ordinary moments.
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 Hide and Seek

The ingredients that go into making this prized cookie are a well-guarded secret.
What is is the effect it has on those who eat it. A cookie with a reputation for
romance. Indulge in the sinful taste of Milano and everything that follows it.

Hide and Seek Milano

The ingredients that go into making this prized cookie are a well-guarded secret.
What is is the effect it has on those who eat it. A cookie with a reputation for
romance. Indulge in the sinful taste of Milano and everything that follows it.

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Kreams

Orange: Tickle your senses with Parle Orange Kream – The tangy orange
cream between two scrumptious biscuits makes for a real treat.
Age no bar! Pack Sizes available: 80 G, 90 G, 160 G, and 180 G

Parle Confectionaries: Right from candies to toffees, the sweet 'n' treat
category of the Parle product range is a genuine treat for every snack lover. This
category can satisfy one's taste and at the same time create a desire for more.
These confectioneries are a sheer delight to the taste buds and have a universal
appeal. Parle Biscuits and confectioneries, continue to spread happiness & joy
among people of all ages.

Melody

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 Caramel meets chocolate to yield an outcome nothing less than delectable.
Parle Melody comes with an irresistible layer of caramel on the outside and
a delightful chocolate filling within. Pop it in your mouth and relish the
unique experience. It won’t be too long before you find yourself asking the
age old question ‘Melody itni chocolaty kyon hai?'

Mango Bite

Need a quick escape from everything ordinary? Just pop a Mango Bite and
dive into a tropical mango paradise. Sit back, roll it around and enjoy one
wave after another of juicy mango treats that go on and on and on.

Orange Candy

Feel like eating an orange but don’t want to be bothered with peeling one?
How about just unwrapping one then? Parle Orange Candy. This little candy
30
is a mouthful when it comes to the tangy, juicy taste of real oranges. A bite-
sized orange in a wrapper.

Kachcha Mango Bite

The glider got copied and became a jet plane. Western hits got copied and
became Anu Malik songs. The typewriter got copied and became a
keyboard. Similarly, we have managed to copy the tangy flavour of raw
mangoes in a candy which is a little sour, a little sweet and certainly a little
mischievous. We call it Kaccha Mango Bite. It truly is a ‘kacche aam ka
copy’.

Kismi Toffee

It’s everything that the Kismi Toffee Bar is, only smaller. Wrapped in the
distinct flavour of elaichi (cardamom) this toffee is sure to send your sweet
tooth on a joyride.
31
 Golgappa

Mention Golgappa to lovers of roadside snacks and watch them get excited. Just
the very memory of the sweet tangy taste of Golgappa is enough to make the
taste buds tingle, the mouth water and the senses to party. Now imagine if you
can have the Golgappa whenever and wherever you want it, even as you are
reading this, for example. It is possible with Parle Golgappa. It captures the
same magic of the popular street side Golgappa in a Goli or a hard boiled candy,
if you prefer. So pop in a Golgappa and treat your senses to a fun filled trip,
whenever and wherever.

Parle Snacks:

Salty, crunchy, chatpata and crispy caters to the bunch of Parle snacks. Parle
snacks are a complete delight to the taste buds and can create the desire for
more and more. These snacks will not only satisfy your tummy but will also
sustain a feel in your mouth to associate you with the bond of Parle.

32
Musst Bites

Cheesy fluffy baked snacks that are so irresistible that you don’t want to
share them. Available in mouthwatering Garden Spices, sweet and sour
Tangy Tomato, tantalizing Chatpata Chat and heavenly garden spices, you
are going to have a hard time deciding which one you want for yourself.

Parle Social Responsibility

Parle Products with its wide platter of offering of biscuits and sweets like Parle-
G, Krackjack, Monaco, Melody, Mango bite and many others since 1929 is also
actively engaged to change & uplift the social face of India. As a part of
Corporate Social Responsibility Policy Parle is keenly involved in the overall
development of younger generation with focused endeavor to built New Face of
India and spread happiness & joy all over.

Parle Centre of Excellence as an institution is dedicated to enrich the lives of

people through conducting various cultural programs across all region to
facilitate the all round development of the children. Every year, Parle organises
Saraswati Vandana in the state of West Bengal during the festival of Saraswati
Puja, inviting schools from all across the state to participate. The event is one of
much fanfare and celebration, keeping alive the culture and traditions of ages.

33
Our involvement in cultural activities has seen the inception of Golu Galata in
Tamil Nadu, held during Navratri. Its gives a platform to all the members of a
household to showcase their creativity and being judged by immanent
personalities. Thousands of families participate and celebrate the occasion on a
grand scale.

These events give us a chance to interact with children on a one-to-one basis,

and promote our belief of fun and health for the whole family

34
 3. REVIEW OF LITERATURE

According to Mittal and Kamakura also address the link between satisfactions
and repurchase behavior. Their major findings indicate that despite identical
rating on satisfaction, due to respondent characteristics such as age, education,
marital status, sex and area of residence, significant difference was observed in
repurchase behavior. Over the past decade, retailers use manufacturer brands to
generate consumer interest, patronage and loyalty in a store.

Dr. M. Arutselvi, ”A Study On Consumers’ Preference Towards Various Types

Of Britannia Biscuits In Kanchipuram Towns”. The topic deals with the study of
consumer behaviour towards Britannia Biscuits. The consumer behavior varies
from brand to brand on the basis of quality, quantity, price, taste, advertisement
etc. It is concluded that the market study on biscuits at Kanchipuram town as
helped to know the status of biscuits. It has revealed the requirements of the
taste of the consumer of biscuits. Britannia Biscuits are having a good market
share in Kanchipuram Town.

Customer satisfaction towards good day biscuits :

The study was analysed by T.Pradeep raj , R.Ramkumar and A.K.Subramani

Customer satisfaction is the primary source of any business activity, retaining
the customers to their product is most important in the business. The main
objective of the study is to find out the customer satisfaction and loyalty towards
Britannia Good day biscuits. Descriptive research is followed in this research.
The universe of the population includes the respondents who are the consumers
of Britannia biscuits,Avadi, Chennai. The samples (i.e. sample size 50) were
selected among the consumers of Biscuits, in Avadi for this research. The major
findings of the study are, most (90%) of the respondents are willing to

35
recommend Britannia Good day biscuits to their friends and relatives. From the
research, it is concluded that the demographic variables such as age group,
gender and occupation are having less impact on the factors of customer
satisfaction. The research outcome also indicates that, most of the customers
were satisfied towards consuming BritanniaGood Day biscuits with respect to
the chosen factors.

A Study on Consumer Attitude and Satisfaction in Parle-G

Biscuits at Madurai.

By K. Vidhya, Research Scholar, Department of Business Administration,

Kalasalingam University, Tamilnadu India

This paper gives itemized data about the development of FMCG industry in
India. It looks at the developing mindfulness and customer attitude and
awareness among Park-G Biscuits in Madurai branch and how the urban and
semi-urban retail markets are seeing critical development Fast Moving
Consumer Goods (FMCG) Industry on the other hand called as CPG (Consumer
Packaged Goods) industry principally manages the creation, appropriation and
advertising of shopper bundled merchandise. FMCG industry is additionally
expanding. particularly in India, where FMCG industry is viewed as the fourth
biggest area with aggregate market size of US$13.1 billion. Parke-G is one of
the FMCG items Parle-G is the biggest offering scone on the planet. The main
success of Parle-G is they have very strong distribution channel and they also
reach the rural areas. The dealers will take them to their areas and from them
sub-dealers will get the goods and at last it will be distributed to retailers and
other stores The researcher used statistics tools of percentage analysis and
ANOVO and give some suggestions.

36
Parle G- Decrease In Demand Or The New Inferior Good

The study was analysed by Dr. Durdana Ovais. Parle G : the word itself means
different things for the Generation X, millennial and Generation Z. Once considered as
the comfort food by many the demand for the product has seen a continuous decline over
the years. Recently the company decided to retrench the employees due to fall in the
demand of its of Parle Biscuits. While the company continues to still produce its premium
brand biscuits it has decided to discontinue the production of Parle –G biscuits.The study
centers around decoding the fall in demand of Parle Company’s famous product Parle –
Gbiscuits. The study attempts to analyze whether the fall in the demand is due the change
in price of the product due to the change in the GST rates which had led the company to
decrease the number of biscuits in the packets or due to the change in taste and
preferences of the millennials and Gen X. Further can this change be attributed to the
change in income in the economy. Most importantly the study analyses whether the
decrease in demand can be taken as an important indicator for listing Parle G as the new
Inferior good.That is in economic terms is the phenomenon a contraction of demand,or a
shift in demand. For the purpose of the studylast 10 years data relating to various micro
and macroeconomic indicators have been taken for further analysis.

Parle Products narrows market share gap with rival Britannia

Industries

The study was analysed by Ajita Shashidhar. The Parle-Britannia rivalry is

decades old. The duo has consistently tried to maintain one-upmanship against
each other until FY13, when Britannia Industries suddenly surged past Parle
Products on the back of its premiumisation strategy and a deeper distribution
network. Though both the biscuit majors had a successful run through the
COVID-19 lockdown in FY21, it is advantage Parle Products. According to a
recent report by Edelweiss Research, Parle has significantly narrowed the
market share gap and is now neck-to-neck with Britannia.

37
A bulk of Parle's growth last fiscal has come on the back of its flagship brand,
Parle-G. The last one year has seen a considerable amount of down-trading
which benefitted Parle-G because of its affordable pricing of Rs 2. In fact,
Parle-G was the sought-after brand of several Government agencies and NGOs
which bought in bulk to distribute to migrant workers. Apart from its pocket-
friendly pricing, the preference for trusted brands during the pandemic also gave
Parle-G a distinct advantage. The Edelweiss report says that Parle gained
significant market share from smaller players in FY21, which helped to narrow
the market share gap with Britannia. In FY18, Britannia had a 30.8 per cent
share and Parle was neck-to-neck at 29.1 per cent. Britannia widened this gap
by 5 per cent in FY20.

"The pandemic compelled many migrants to return to rural areas last year and
due to their propensity to consume trusted but value-end products, this would
have benefitted Parle against smaller players. Parle is still way stronger in rural
areas of many parts of North India versus Britannia," says the Edelweiss report.

Britannia currently has 26 per cent share in the milk biscuit category, but it is
determined to increase its market share in the milk plus glucose category where
it presently holds only 4 per cent share.

The Indian biscuit market size is estimated at Rs 40,000 crore in 2020,

representing approximately 5 per cent of the global market. The Indian market
is estimated to post CAGR of 9 per cent to Rs 62,000 crore till 2025, as per a
Technopak report. This growth will increase India's share in the global market
to approximately 6 per cent by 2025.

Britannia clearly has been more aggressive in the past few years. It will be
interesting to see if Parle will maintain the current growth momentum.

38
 4. RESERCH METHODOGOY

Marketing Reserch
Marketing research is a systematic and objective study of problems
pertaining to the marketing of goods and services. It may be emphasized that it
is not restricted to any particular area of marketing but it is applicable to all its
phases and aspects. At this stage it many be worthwhile to examine some
definitions of marketing research

Reserch Methodology
Research methodology is the way to systematically solve the research
problem. Research methodology not only talks of the methods used but also the
logic behind the methods used in the context of research study and it explains
why a particular method has been used in the preference of other methods

Research Design

According to Kerlinger, ”Reseach design is the plan, structure and strategy of

investigation conceived as to to obtain answers to reserch questions and to
control variance”.

SOURCES OF DATA
1. Primary data
Primary data consists of the original information collected for specific
purpose. The primary dat for this research study was collected through a
direct survey with the respondents guided by a structured questionnaire.
The questions were structured and direct as to make respondents
understand easily.

39
 2. Secondary data
Secondary data consists of information that already exists somewhere,
having been collected for specific purpose in the study. The secondary
data for this study is collected fro various books, company website, and
product website and from brochures.

DATA COLLECTION

Collection of data was done through questionnaire. The type of

questions in the questionnaire is multi choice questions, which include open -
ended and close-ended questions.

SAMPLE SIZE

The sample size or population selected is 60.

SURVERY AREA

The area selected for the survery is Chengalpattu

SAMPLING PROCEDURE
The sampling procedure applied in this study is convenience sampling.
As the name implies, the sample is selected because they are convenient data
are collected from the individuals who are conveniently available.

Convenience sampling, as the name implies, is based on the convenience of

researcher who is to select a sample. The targeted respondents for the research
are only consumer.

40
STATISTICAL TOOL

This study has been analyzed using the followed statistical methods.

Percentage analysis

In case of dichotomous and multiple- choice questions, percentage is calculated

as part of the analysis of such questions.

It refers to a special kind of ratio. Percentages are used in making

comparisons between two or more series of data. Percentage is generally
denoted by %

Number of Respondents

Percentage = ------------------------------------ × 100

TOTAL Respondents

41
 5. DATA ANALYSIS AND INTERPETATION

Table -5.1

What brand of biscuits do you eat?

PARTICULARS RESPONDENTS PERCENTAGE

Britannia 35 56.%
Parle G 12 21%
Any other 13 23%
Total 60 100%

Chart- 5.1

24%
Britannia
Parle G

57% Any other

20%

INFERENCE

From the above table sows that out of 60 respondents, 57%

customer like Britannia, 20% coustomer likes parle G and 23%
customer like any other brand.

42
Table- 5.2

Which of thee brnd sell the most ?

PARTICULARS RESPONDENTS PERCENTAGE

Britannia bourbon 34 59%
Parle hide and seek 11 18%
Any other 15 23%
Total 60 100 %

Chart -5.2

23%
Britannia bourbon
Pale hide and seek
18% 59% Any other

INFERENCE

From the above table shows that out of 60 respondents, 59%

customers like Britannia bourbon biscuits, 18% customers like parle
hide and seek biscuits and 15% customer likes any other brand

43
How many packets of biscuits do you eat per week in a month?

Table- 5.3

PARTICULARS RESPONDENTS PERCENTAGE

1-3 32 53%
4-6 21 40%
6-9 7 7%
Total 60 100%

Chart -5.3

60.00%
53%
50.00% 40%
40.00%
30.00%
20.00% 7%
10.00%
0.00%
1 to 3 4 to 6 6 to 9

INFERENCE

From the above The graph shows that out of 60 respondents, 53%
Customers eat 1 to 3 Pakets, 40% customer eat 4 to 6 Packets 40% &
7% customers eat 6 to 9 Packets.
44
What are the chocolate biscuit you prefer ?

Table- 5.4

PARTICULARS RESPONDENTS PERCENTAGE

Hide & seek 14 23%
Bourbon 30 50%
Goodday chocolate cokkies 16 27%
Total 60 100%

Chart- 5.4

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

HIDE& SEEK
BOURBON
GOOD
CHOCOLATE
COKIES

INFERENCE

From the above The graph shows that out of 60 respondents, 23%
customers like Hide & seek , 50% customers like Bourbon biscuits
and 27% customer likes Gooday chocolate cookies

45
What are your preferred chocolate flovor?

Table- 5.5

PARTICULARS RESPONDENTS PERCENTAGE

Sweet chocolate bitter 39 65%
Chocolate chips 21 35%
Total 60 100%

Chart -5.5

35%
SWEET CHOCOLATE
BITTER
CHOCOLATE CHIPS
65%

INFERENCE

From the above The graph shows that out of 60 respondents, 65%
Customers preferred Chocolate Flavors of Sweet Chocolate Bitter and 35%
Customers preferred Chocolate Flavors of Chocolate Chips.

46
Any other comments? Do you like biscuits ?

Table -5.6

PARTICULARS RESPONDENTS PERCENTAGE

Taste 52 87%
Energy 7 13%
Total 60 100%

Chart -5.6

86%
9

2
13%
1

0
TASTE ENERGY

INFERENCE

From the above The graph shows that out of 60 respondents, 86%
Customers likes biscuit for Taste and 13% customer likes biscuit for
energy.

47
WHICH COMPANY PROVIDE YOU GOOD SERVICE

TABLE- 5.7

PARTICULARS RESPONDENTS PERCENTAGE

Britannia 47 78%
Parle G 13 22%
Total 60 100%

Chart -5.7

PARLE G 22%

BRITANNIA 78%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

INFERENCE

From the above The graph shows that out of 60 respondents, 78%
Customers opinion Britannia company provides good service, 22%
Customers opinion Parle-G company provides good service.

48
What are the reason which made you choose the preferred brand
of biscut ?

Table- 5.8

PARTICULARS RESPONDENTS PERCENTAGE

Price 9 15%
Qulity 20 34%
Taste 22 36%
Variety 9 15%
Total 60 100%

Chart -5.8

40% 34%
15%
20% 36%
0%

PRICE 15%
QUALITY
TASTE

VARIETY

INFERENCE

From the above The graph shows that out of 60 respondents. 15%
customers like Price , 34% customers like quality, 36% customer likes
tastes and 15% customer like variety.

49
How often do you purchase the preferred brand?

Table -5.9

PARTICULARS RESPONDENTS PERCENTAGE

Daily 20 33%
Weekly 27 45%
Fortnightly 2 4%
Monthly 11 18%
Total 60 100%

Chart-5.9

18%
33%
4% DAILY
WEEKLY
FORTNIGHTLY
MONTHLY

45%

INFERENCE

From the above The graph shows that out of 60 respondents. 33%
customers purchase prefer daily, 45% customers purchase prefer
weekly, 4% customers customer purchase prefer fortnightly and 18%
customers purchase prefer monthly.

50
Which biscuits packaging is atteactive?

Table -5.10

PARTICULARS RESPONDENTS PERCENTAGE

Parle G 18 30%
Britannia 42 70%
Total 60 100%

Chart -5.10

80%
70%
70%

60%

50%

40%
30%
30%

20%

10%

0%
PARLE G BRITANNIA

INFERENCE

From the above The graph shows that out of 60 respondents. 30%
customers attractive packaging parle G, 70% customers attractive
packaging Britannia.

51
 6. OBJECTIVES OF STUDY

• To study the consumer satisfaction and brand awareness

towards Britannia and parle G

• To achive the product qualiy and costomer satisfaction

• Perceptions about Britannia , parle G and other brands

• To study the factors influencing brand decision.
• To Study in Detail Likes and Dislikes of the Consumers.
• To Know the Market Competition.
• Identify the consumer response to the company's product.
• Know the consumers' needs and expectations.
• Seek maximum information about the consumer, i.e. the know
consumers' income range, their location, buying behavior, etc.
• Evaluate the reputation of the company in the market.
• Search for new marketing opportunities.
• Find out alternative uses of the existing products.
• Estimate the cost of marketing of goods and service.

52
 7. SCOPE OF STUDY

• The study concentrated on the awareness of various brands of

biscuits by consumers and their satisfaction towards various

brands.

• The study is mainly concerned with the consumer satisfaction

towards Britannia , parle G biscuits and the level of consumer

awareness and perception.

• The study also points out various suggestions for the

improvement of sales in the region.

53
 8. LIMITATION OF THE STUDY

• An indispensable factor that limits the project is time. Time is

too short for the detailed study in this field.

• Prejudices of the consumers may influence the data, which are

taken from them through questionnaires

• Some respondents may have given false data. The culture,

demography, and perception of the respondents is different

from place to place.

54
 9. FINDINGS AND SUGGESTIONS

FINDINGS
After close study of the present market situation prevailing in the areas assigned
the researchers, following are the observations.

Availability of all the products is not uniform in all the towns. For instance, the
supply is not meeting the demand in particular areas or shops.

• Golden Arch and Nimkin, newly launched products, have very less
availability.
• Breakage problem in the Family packs of glucose biscuits is leading to
the decline in sales in this category.
• Schemes, Discounts, offers, coupons etc. are not reaching to the retailers
and customers whereas Priyagold and ITC on the other hand are doing
• After close study of the present market situation prevailing in the areas
assigned the researchers, following are the observations.
• Retailers and even wholesalers are not satisfied with the supply system of
Parle.
• It was found that Parle (especially Parle glucose) is most favored brand
and is sold most. Parle biscuits are the retailers and consumers prime
choice.
• Very little range of Parle biscuits were visible in organized retail outlets.
• Musst bites is not accepted by the general masses due to its dissatisfying
taste.
• Lack of marketing efforts for the promotion of new products like Golden
Arch, Nimkin.
• Britania is emerging as major Competitor in the organized retail outlets.

55
SUGGESTIONS
• Britannia can cut costs for some period of time followed immediately by
strong advertising. As we have seen during the research that most of
institutions give most preference to the margin provided to them on milk
products As the quality and taste and availability of Britannia dairy
Products. Britannia dairy Products are best in market and local Dairy give
companies good margin to them, Price remains the main criteria of
institutional Dairy sales.
• Can start schemes like cash prizes or foreign trips on scratching the
barcode on the packet
• The company to retain its market leadership should concentrate in sales
promotion activities, which would enhance the sales of Britannia
products.
• Company should start a program for the loyal retailers and wholesalers to
reduce their complaints by providing timely supply and replacement. This
will help in increasing their sales.
• Salesmen should be properly dressed and should have good
communication skills to effectively promote the new products recently
launched, by making sure that the product reaches each and every retailer
and also increase the visibility of the products by arranging the product
clearly on the shelf or rack and show its prominence.

56
 10. CONCLUSION
The modern marketing and business are fully consumer and customer oriented.
These ideas should be kept in mind with all the manufacturers. Otherwise, they
have to lose the existing customers.All the companies should try to satisfy the
desires and needs of the customers in all possible ways. As there are heavy
competitions in the confectionary items, the Britannia industry should be very
careful about customer satisfaction. The Company new products contribute
considerable market share in the total market.

Britannia products are most popular among its users mainly because of its taste
and preferences, low price and much more availability. Customers ask for
specific biscuits of Britannia in retail shop because of their advertisement. If the
brand is not available, they would not recommend any other brand.

Parte Products Pvt Ltd. is now lagging in services to retailers because of

improper supply and distribution in some areas and competitors taking
advantage of these points Parle Company should take into consideration the
opportunities and threats as discussed above. This will help the company to
maintain its brand image for long time.

57
 11. Questionnaire
We would like you to help me in completing the project by kindly
filling in the questionnaire as it forms an important part of my study.
We assure you that. Your responses will be kept confidential and
strictly used only for academic purpose.

Name : Age :

Gender : [ ] Male [ ] Female

Occupation : [ ] Student [ ] Salaried [ ] Self employed [ ]

Professional

Q.1 what brands of biscuits do you eat?

[ ] Britannia [ ] Parle G [ ] Any other

Q.2 which of these brand sell the most ?

[ ] Britannia bourbon [ ] parle hide and seek [ ] Any other

Q.3 How many packets of biscuits do you eat per week in a month ?

[ ] 1 to 3 [ ] 4 to 6 [ ] 6 to 9

Q.4 what are the chocolate biscuit you prefer?

[ ] Hide & seek [ ] bourbon [ ] gooday chocolate cookies

Q.5 what are you preferred chocolate flavors?

[ ] sweet chocolate bitter [ ] chocolate chips

Q.6 Any other comments ? Do you like biscuits ?

[ ]Taste [ ] Energy

58
Q.7 Which company provides you good service?

[ ] Britannia [ ] Parle G

Q.8 what are the reasons which made you choose the preferred brand
of biscuit?

[ ] Price [ ] Quality [ ] Taste [ ] variety

Q.9 How often do you purchase the preferred brand?

[ ] Daily [ ] weekly [ ] Fortnightly [ ] Monthly

Q. 10 Which biscuits packaging is attractive?

[ ] Parle G [ ] Britannia

59
 12. REFERENCES
1. Google search: (www.google.com)
2. wikipedia search: (www.wikipedia.com)
3. www.parleproducts.com
4. https://en.wikipedia.org/wiki/Britannia_Industries
5. http://britannia.co.in/about-us/overview.
6. http://britannia.co.in/milestones/details
7. http://britannia.co.in/
8. http://www.parleg.in/
9. https://scholar.google.com/
10 . http://www.bakerybazar.com/2009/10/britannia-vs-parle-
battle-for-market.html

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