MINOR PROJECT REPORT

ON
MARKETING STRATEGIES OF BRITANNIA
MILK PRODUCTS

GURU GOBIND SINGH INDRAPRASHTA

UNIVERSITY
SUBMITTED IN PARTIAL FULFILMENT OF REQUIREMENT FOR THE AWARD OF
THE DEGREE OF BACHELORS

BUSINESS ADMINISTRATION
(2021- 2024)

Supervised by: Submitted by:

Dr. Rohtash Kumar Garg Khushi Gupta
04715501721

NEW DELHI INSTITUE OF MANGEMENT

(Affiliated to Guru Gobind Singh Indraprastha University)

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 CERTIFICATE

I, Ms. Khushi Gupta, Enrolment No. 04715501721 certify that the Minor Project
Report (Paper Code BBA-114) entitled “MARKETING STRATEGIES
OF BRITANNIA MILK PRODUCTS” is done by me and it is an
authentic work carried out by me. The matter embodied in this has not been
submitted earlier for the award of any degree or diploma to the best of my
knowledge and belief.

Khushi Gupta
Date:

Certified that the Minor Project Report (Paper Code BBA-218) entitled
“MARKETING STRATEGIES OF BRITANNIA MILK
PRODUCTS “done by Ms. Khushi Gupta, Enrolment No.04715501721, is
completed under my guidance

Dr. Rohtash Kumar Garg

Signature of the Guide
Date

Countersigned

Director/Project Coordinator

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 ACKNOWLEDGEMENT

At the very outset I would express my sincere thanks and deep sense of gratitude

to all the personnel who helped me during the collection of data and gave me

rare and valuable guidance for the preparation of the project.

My profound gratitude to Dr Rohtash Kumar Garg, Faculty Guide for giving

me an invaluable opportunity without whose guidance this project would not

have been seen the light of the day. I am also thankful for his timely help,

guidance and encouragement that influenced the development of this project.

Last but not the least I would like to thank my college NEW DELHI

INSTITUE OF MANGEMENT for providing me this opportunity to work in

this project.

Khushi Gupta
Enrolment no: 04715501721

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 TABLE OF CONTENT

S.NO TOPIC PAGE No.

1 Chapter-1
Introduction
About the industry 9
Consumer Behaviour 10-11
Marketing Strategies 12-13
Marketing Campaigns 14-19

2 Chapter-2
Literature Review 20

3 Chapter-3
Research Methodology
Objectives 22
Scope 23
Sample Technique Used 23
Source of Data Collection 23
Statistical tools used 24
Limitations 24

4 Chapter-4
Company Profile
Business 27-29
Mission 30
Overview 30
Swot analysis 31
Classification of Products 37-38

5 Chapter-5

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 Analysis & Interpretation of Data 39-50

6 Chapter-6
Conclusion & Findings
Conclusion of the study 52
Finding of the study 54
Recommendations 56=57

7 Annexure 58-61

8 Reference 63

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 List of Tables
Sno. Topic Page no
1 Table showing frequency of consumption of Britannia dairy 40
products
2 Table showing information source for Britannia dairy products 41
3 Purchase for Family 42
4 Age Group 43
5 Purchase Category 44
6 Table showing change in consumption of Britannia dairy 45
Products
7 Table showing survey results for margin with Britannia dairy 46
products
8 Table showing survey result for supply of Britannia dairy 47
products

List of Figures
Sno. Topic Page no
1 Britannia’s logo 11
2 Kushiyokiziddkro Britannia campaign 13
3 Bourbon campaign 14
4 Britanniakhaoworldcupjao campaign 15
5 Thenutrimovement of Britannia 15
6 Britannia National cookie day 16
7 Britannia Facebook marketing strategies 17
8 Briannia YouTube marketing strategy 18
9 Britannia Biscuits 25
10 Britannia products 31
11 Pie chart of Delhi’s milk product mix 36
12 Bar chart showing frequency of consumption of Britannia 40
dairy products
13 Pie chart showing information source for Britannia dairy 41
products
14 Bar chart showing the composition of purchase for family 42
15 Bar chart showing age Group 43
16 Pie chart showing purchase category 44
17 Bar graph showing change in consumption of Britannia dairy 45
Products
18 Bar graph showing survey results for margin with Britannia 46
dairy products
19 Bar graph showing survey result for supply of Britannia 47

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 dairy products

List of Abbreviation
Sno. Topic Meaning
1 Britannia Britannia Milk Products

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INTRODUCTION

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The title of the project is "An Empirical Study on Marketing Strategies of
Britannia Industries Limited". To understand the project properly we should
know about the marketing research and about the market share i.e., what does
exactly it means.

WHAT IS MARKETING RESEARCH AND CONSUMER BEHAVIOUR?

Marketing research is the function that links the consumer, customer, and public
to the marketer through information used to identify and define marketing
opportunities and problems generate refine and evaluates marketing action,
monitor marketing performance and improves understanding of marketing as a
process. Marketing research specifies the information required to address these
issues, designs the method for collecting information manages and implements
the data collection process analyzes and communicates the findings and their
implication.
American Marketing Association: Official definitions of marketing
research
"Marketing research is the specification, gathering, analyzing and interpretation
of information that links the organization with its market environment".

ABOUT THE INDUSTRY

The Indian economy continues to grow at a healthy pace with a 6.9% growth in
the financial year 2006-07 on the back of robust showing by manufacturing and
service sectors. Within FMCG's, the biscuit industry showed a robust volume
growth last year. The organized and branded biscuit industry in India is
currently estimated at around 900,000 tonnes having grown 12% last year, as
compared to the 7% growth of the FMCG sector. New players have entered the
market at the national level and the regional level, making the industry dynamic
and very competitive. Britannia is one of India’s leading FMCG (Fast Moving
Consumer Goods) and oldest food company. It produces biscuits and dairy
products. The Wadia Group owns Britannia Industries. A British merchant
created it in 1897, and it is headquartered in Kolkata, West Bengal.

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 CONSUMER BEHAVIOUR

Consumer behaviour studies how individuals, groups and organizations select,

buy. use and dispose of goods, services, ideas, or experiences to satisfy their
needs and desires. Consumer behaviour can be also defined as the behaviour
that a consumer exhibits before buying the products; it includes the kind of
search that a consumer made about the product. While using the product,
includes when where and how the consumer is using the product. and after
using the product, includes post sale facilities e.g., service, repairs,
understanding consumers and "knowing consumers" are never simple.
Consumers may state their needs and wants but act otherwise.

Brand loyalty is defined as positive feelings towards a brand and dedication to

purchase the same product. Brand loyalty is the extent to which a consumer
constantly buys the same brand within a product category. The consumers
remain loyal to a specific brand as long as it is available. When consumers are
brand loyal, they love you for being you, and they will minutely consider any
other alternative brand as a replacement. The Brand loyalty of the consumers is
the foundation of an organization. Greater loyalty levels lead to less marketing
expenditure because the brand loyal customers promote the brand positively.
Brand loyalty is a key component of brand equity. Brand loyalty is always
developed post purchase. To develop brand loyalty, an organization should
know their niche market, target them, support their product, ensure easy access
of their product, provide customer satisfaction, bring constant innovation in
their product and offer schemes on their product so as to ensure that customers
repeatedly purchase the product. Britannia products have gained good
reputation from the public. The Britannia products contribute a greater share in
the entire market. Nobody can deny the fact. But in certain areas of Coimbatore
the sales volume of Britannia products is considerably decreased. In modern
scenario both the manufacturer and dealers must know the customers attitudes
and preferences towards a product. Then only they can frame policy decision
accordingly. Heavy competition is prevailing in the study area for improving the
sales. The entire manufacturers try to identify the attitudes of the customers. But
the Britannia being one of the competitors for biscuits should know the problem
and reason for the problem to increase the sales volume of the Britannia
products.

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1. A strong quality of the product and customer
satisfaction:
General customers are basically concerned about the quality of product rather
than the price of the product. In our survey we found that basically people are
first looking for the quality. If good quality is there in the product, then they are
only looking for the price. But if the quality is not satisfactory, they even don’t
look about the pricing of the product. In this regard Britannia always maintained
much more importance over there product quality. That’s why they are among
the very successful brand of today.

2. A growing relationship with customer and

customer retention:
Now-a- days a good relation with the customer is very important for
organization. Sale is totally depending on the relation with the customers.
Customer's retention is also a major aspect for growing business. It means keep
the old customer and try to make new customer. Britannia’s customer
relationship management is very strong which is one of the major causes of
selling of their product continuously.

3. Promotional Strategy:
Under the market strategy promotional idea is very important. Organization
provides some schemes or rebates to retailers or consumers. They make
advertisement according to convenient of the people and the feature of the
product. Sometimes Britannia comers to market with new offerings and of
course with cost benefits to the customers. Giving discounts over bulk purchase
also comes under this strategy.

4. A growing emphasis on global thinking and local

marketing planning:
Companies are increasing by pursuing market beyond their borders. When they
enter other countries, they must follow the tradition of that country and also
they make plan for local market that which type of product has more demand
and how can it run in the market. For Britannia different variation in their
product depending over various locations and the economic status of the people
is being very much helpful for the company.

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 Britannia’s Marketing strategy

Britannia’s Logo

Britannia has primarily concentrated on the creation of new products and the
promotion of nutrition and wellness. Taste, food, and life experiences are
increasingly closely linked in Britannia's marketing and social media efforts.
Britannia has also used celebrities to promote its different marketing campaigns.
In the baking, biscuits, and dairy industries, it has effectively occupied a
significant market share. The brand has been relying only on traditional
celebrity marketing, ignoring the power of Influencer Campaigning, which may
significantly influence social media networks.
The corporation competes in the market based on an extensive distribution
network, cost-effectiveness per unit, production facilities close to markets, new
goods, skilled personnel, and a wide range of products.
Britannia digital marketing strategies is to increase its presence among the
Indian diaspora, develop new goods to recruit local ethnic clusters, and establish
local operations in rapidly developing emerging social media platforms like
Instagram, Facebook, and Twitter.

Is your favourite biscuit, by any chance, Bourbon? Well, it is for almost 70% of
India’s population! A household name, a favourite across age groups, and a
food that no one can decline, Britannia has grown in leaps and bounds to

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acquire the maximum market share in its industry. In this blog, we will discuss
the many elements of Britannia digital marketing strategies that they employ.
From their innovative marketing techniques to their strategies that are
widespread across digital and traditional platforms, Britannia has made its mark
in the industry and is now an example for other marketers to carry out their own
digital marketing strategies.

Segmentation
Segmentation aids in comprehending the many types of clients present in the
community and the characteristics linked with each category.
Kids, Matured, and Youth are the three groups of demographic segmentation.
There are Treat fruit rolls and Tiger biscuits in the Kids category, while in the
Matured category, there are Good Day and Cream Cracker. Youth biscuits
include Little Hearts and Cream Biscuits.

Targeting
Following segmentation, targeting is how the organisation chooses which
consumer categories it wants to serve.
Britannia has spent the last 100 years focusing on the next generation of
children and the elderly through a variety of goods. The Britannia Tiger is low-
cost and aimed at low-income individuals, whilst the Britannia Marie Gold is
aimed at families. Treat fruit rolls are intended for use by youngsters on rare
occasions.

Positioning
Positioning is the final phase of the process. After determining the client, it
wants to target, the corporation selects what sort of messaging or attitude to take
while selling the product.
Britannia has persuaded moms to buy Tiger biscuits for their children, little
hearts as a snack for teenagers, and Good Day as a daily cookie that brings joy
to everyone's life.

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 Marketing Campaign of Britannia

Britannia’ is a century-old brand and is well known for its marketing campaigns
in India. We will take a deep dive into some of its most iconic campaigns and
why they touched the hearts of its customers.

#KushiyonkiZiddKro
The brand has done a commercial in which they include Bollywood actor
Deepika Padukone in which she urges people to focus on the objective and
chase the actual thing, and this message has simply been presented as
“Khushiyon ki zidd Karo.” In layman’s terms, this message suggests that if you
stay cheerful and pursue happiness, every day will be a good day.

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#BourbonCampaign
The company rolled out a new campaign for one of its most loved brands,
Bourbon.
In this campaign, the company focused on Friendship and connected it to people
whose lives are around their friends and designed a campaign that is built on
fulfilling the joyous moment with best friends.

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#BritanniakhaoWorldCupJao
India has always had a cricket fever. So, Britannia exploited this cultural bond
as a great opportunity and launched a campaign named “Britannia Khao world
cup jao.” This campaign brings together the two powerhouses of India- food,
and cricket

#TheNutriMovement with Bhoomi Padnekar

Vidyut Jamwal and Bhumi Pednekar, both Bollywood celebs, were spotted
encouraging people to make a healthy start and join Britannia’s
#TheNutrimovement.

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 Britannia’s Digital Marketing Strategies
In this day and age of digitization, it is critical for businesses to market
themselves on social media platforms. Britannia has been working hard on
social media in order to fulfil its communication goals
Britannia’s Instagram Marketing Strategies
Britannia’s Instagram page (@britannia.industries) has 18.7k followers on the
page (As of May 2022) and an average engagement rate of 1.32%, which is a
relatively good engagement rate.
They use moment marketing as a way to engage their audience with real-time
content and amplify their engagement. Following are some of the examples
used by Britannia to engage in moment marketing:

National cookie day

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Britannia’s content bucket also includes a series of memes, posts in hindi,
promotional posts, contests, etc. They follow a red and gold colour scheme and
similar fonts everywhere on all of their posts. The captions on the posts are
limited to 2-3 lines. They also do not reply to the comment section (which you
may want to do for your business, though)

Britannia’s Facebook Marketing Strategies

Britannia’s Facebook account (Britannia Industries) has 36k followers as of
May 2022 and an engagement rate of 0.07%

They employ moment marketing to engage and increase their audience’s

involvement with real-time information, just like they do on Instagram.
Unlike Instagram, Britannia replies to its customers on Facebook and promises
to solve all their grievances to be solved.

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Britannia’s YouTube Marketing Strategies
Britannia uses its YouTube page to release videos to its campaign which is
generally run on all digital and traditional platforms. They have 114K
subscribers on YouTube with an average engagement rate of 0.21%
YouTube is the most followed platform of Britannia and one which is
constantly updated by them. Here is an example of a campaign by Britannia
back in 2014, where they released a series of videos with the title ‘Happy Good
Day to You!’
Britannia’s ‘Happy Good Day to You’ was released in 2014. Good Day is a
design-your-own-wish campaign that allows users to create their own greetings
and win Apple iPad minis and other amazing prizes.
The UGC campaign asked users to access the brand’s website and social media
handles in order to participate in the contest and win exciting rewards.
In the same year, Kings XI Punjab announced Britannia Good Day as a new
sponsor. The brand collaborated with Jack in the Box worldwide to launch the
#FunjabiFunde digital campaign, which introduced Happy Singh in his brand-
new persona Baba Happy Singh and established the concept of a Funjabi player
who plays the game in genuine spirit.

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 Literature Review

Nithya, A., & Gobinath, S. Marketing Strategies of Britannia

Products.
The paper consisted of the study of marketing strategies used by nestle India ltd
and Britannia Industries ltd. The study shows that the advertisement techniques
of Britannia is the most essential tool of its marketing strategy. If Britannia will
come out with many new launches with innovative sales promotion techniques
and attractive & informative ad, it can achieve the best in the world. This study
has a real future scope in Britannia Company.

Vyas, P. H., & Kureshi, S. (2000). Britannia Khao World Cup

Jao (A).
The paper consisted of the study of marketing strategies used by nestle India ltd
and Britannia Industries ltd. The study shows a particular campaign launched by
Britannia that is Britannia Khao World Cup Jao . These types of campaigns
launched by them are the examples of their marketing strategies. The paper
helped me understood more about Britannia’s strategies of how they attract their
customers.

Chatterjee, S. Effect of Sensory Branding on the overall

performance of an Organization-A Study on Britannia
Industries Limited in West Bengal.
The paper consisted of the study of marketing strategies used by nestle India ltd
and Britannia Industries ltd. It states that if Britannia could live up to the
successful implementations of the suggestions keeping in mind of the three
discussed parameters in terms of quality, visual appeal and logo malpractices as
stated in the paper could achieve unparallel growth in the Indian Biscuit
Industry by the properly utilizing the sensory cues keeping in mind the
consumption pattern of the urban and rural consumers.

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 RESEARCH
METHODOGLOGY

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Every project work is based on certain methodology, which is a way to
systematically solve the problem or attain its objectives. It is a very important
guideline and lead to completion of any project work through observation, data
collection and data analysis. According to Clifford Woody, "Research
Methodology comprises of defining & redefining problems, collecting,
organizing &evaluating data, making deductions & researching to conclusions."
Accordingly, the methodology used in the project is as follows:
 Defining the objectives of the study
 Framing of questionnaire keeping objectives in mind (considering
the objectives)
 Feedback from the employees
 Analysis of feedback
 Conclusion, findings and suggestions.

OBJECTIVE OF THE STUDY

 To know about the marketing strategies used by Britannia.

 To analyse the business level strategy of the company.
 To know about the experts, view of the company.
 To analyse strengths and weakness of the company.
 To know about the brand image of Britannia.
 To know about the factors responsible for inconsistent sale of DAIRY
PRODUCTS.

SELECTION OF SAMPLE SIZE

The Company has a total strength of 96 officers and 403 workers. In order to
take a reasonable sample size and not to disturb the functioning of the
organization, a sample size of 20% of the total strength of the Company has
been taken in order to arrive at the present practices of training in the Company.
Accordingly, 20 officers and 40 workers have been selected at random from all
the departments of the organization and feedback forms (questionnaire) have
been obtained. The data has been analyzed in order to arrive at present training
practices in the organization.

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SCOPE OF THE STUDY
The following are the limitations of the study:
 The sample size was small and hence the results can have a degree of
variation.
 The response of the employees in giving information was lukewarm.
 Organization's resistance to share the internal information. Questionnaire
is subjected to errors.

SAMPLING TECHNIQUE USED

The technique of Random Sampling has been used in the analysis of the data.
Random sampling from a finite population refers to that method of sample
selection, which gives each possible sample combination an equal probability of
being picked up and each item in the entire population to have an equal chance
of being included in the sample. This sampling is without replacement, i.e.,
once an item is selected for the sample, it cannot appear in the sample again.

DATA COLLECTION
To determine the appropriate data for research mainly two kinds of data was
collected namely primary & secondary data as explained below:

PRIMARY DATA
Primary data are those, which were collected afresh & for the first time and thus
happen to be original in character. However, there are many methods of
collecting the primary data; all have not been used for the purpose of this
project. The ones that have been used are:
 Questionnaire
 Informal Interviews
 Observation

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SECONDARY DATA

Secondary data is collected from previous researches and literature to fill in the
respective project. The secondary data was collected through:

 Text Books
 Articles
 Journals
 Websites

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this
project are:

 Questionnaire
 Tables
 Pie Charts

LIMITATIONS

 Number of consumers and retailers survived may be inadequate to represent

the whole scenario of Delhi market.
 Not every retailer & consumer have positive attitude towards the survey, so
the information collected may be inaccurate.
 It is also possible that the respondent may answer according to what they
think rather they do.
 Some of the respondents are unwilling to answer because they feel that such
surveys are of no use.
 The conclusions are drawn on the basis of response given by 200 retailers
and 150 consumers. There is possibility of misunderstanding their views.

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COMPANY
PROFILE

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26
BRITANNIA

Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. In

1924, Pea Frean UK acquired a controlling stake, which later passed on to the
Associated Biscuits International (ABI) a UK based company. During the '50s
and 60s. Britannia expanded operations to Mumbai, Delhi and Chennai. Exports
of sea foods started in the '70s. In 1987, Nabisco, a well-known European food
company, acquired ABI. In 1989, J M Pillai, a Singapore based NRI
businessman along with the Groupe Danone acquired Asian operations of
Nabisco, thus acquiring controlling stake in Britannia. Later, Grop Danone and
Nusli Wadia took over Pillai's holdings. In 1977, the Government reserved the
industry for small scale sector, which constrained Britannia's growth. Britannia
adopted a strategy of engaging contract packers (CP) in the small-scale sector.
This led to several inefficiencies at the operating level. In April '97, the
Government deserved the biscuit sector from small scale. Britannia has
expanded captive manufacturing facilities and has modernized and upgraded its
facilities in the last five years. It has also forayed into the Dairy Business with
the launch of Cheese, Butter, Ghee, Dairy whitener and flavoured milk
products.

PLANT LOCATIONS

Britannia's plants are located in the 4 major metro cities - Kolkata, Mumbai,
Delhi and Chennai. A large part of products is also outsourced from third party
producers. Dairy products are out sourced from three producers Dynamix Dairy
based in Baramati, Maharashtra, Modern Dairy at Kamal in Haryana) and
Thacker Dairy Products at Howrah in West Bengal.

BUSINESS
Britannia core businesses constitute of Bakery and Dairy products. Bakery
products account for 90% of the revenues and include Biscuits, Bread and Cake
& Rusk. Dairy products contribute to 10% of Britannia's annual turnover of
Rs13.38bn.
Biscuits (82.7% of turnover)

Revenues from biscuit were Rs11.07bn in FY01. The company sold 214,214
tons of biscuits registering a volume growth of 11%yoy. Biscuit sales in value

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terms registered a 13.2% yon growth. Britannia has a 40% volume share and
48% value market share in the organized biscuit market. The company presently
has an installed capacity of 111,000 tons for biscuits. Production in FY01 was
59657 tons against 62034 tons in FY00. Over 70% of biscuits sold are
outsourced by the company.

Over the years, Britannia has introduced and developed a full line of brands in
all segments of the biscuit market. The company's Tiger range of glucose
biscuits have been a runaway success, enabling the company to expand its
presence in the largest gluco category of the biscuit market. In salty-sweet
segment Parel’s Krackjack and Britannia's Fifty-Fifty compete very closely.
Britannia's other major brands include Marie, Thin Arrowroot, Bourbon, Milk-
bikis, Nice, Snacks, Coconut Crunchies, Pure
Magic, Good Day, Jim-Jam and Chekkers. It has also launched biscuits like
Vita Marie Gold, Nutri-Choice etc, under the health positioning.

BREAD (4.6% OF TURNOVER)

Britannia's bread business has been gradually degrowing year after year. Bread
sales at Rs420mn accounted for just 4.6% of turnover in FY01, against 5,7% of
turnover in FY00. The company sold 42450 tons of bread in FY01, a volume
degrowth of 9.4%yoy. The company has an installed capacity of 12000 tons.

DAIRY PRODUCT (9.8% IF TURNOVER)

The company's diversification into dairy business has been fairly successful.
Dairy product sales were Rs1.3bn in FY01. The company has relaunched all its
dairy products under the Milkman brand name. New flavours like Milkman
Cold Coffee and Milkman Lassi have been launched in flavoured drinks besides
Milkman Chocolate Milk and Milkman Strawberry Milk. Cheese, dairy
whitener, butter and ghee are the other products sold under the Milkman brand.
Britannia outsources its dairy products from Dynamix Dairy in Maharashtra,
Modern Dairy in Haryana and Thacker Dairy Products in West Bengal. During
FY01 the company sold 13039 tons of dairy products, a 50%yoy growth over

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8820 tons sold in FY00. Britannia has invested Rs58.3mn in the equity of
Dynamix Dairy in FY01...

The Dairy business is proposed to be divested into a Joint Venture with the New
Zealand Dairy Board's Fonterra Cooperative. Britannia hopes to gain from the
R&D support as well as access to the international product portfolio of the JV
partner.

CAKE & RUSK (2% OF TURNOVER)

Cake and Rusk sales were Rs271mn (2% of sales) in FY01. Volume growth was
2.6%yoy with sales of 3082 tons. In value terms, sales grew by 12% yoy.

EXPORTS
Britannia has discontinued commodity export of Soya bean. Export of marine
products has also declined significantly. The company now mainly exports
biscuits and cheese to neighbouring countries like Sri Lanka and Africa

Production breakup

Period ended 03/98 03/99 03/00 03/01

No. of months 12 12 12 12
PRODUCTION VOLUME (UNIT)
Biscuits (Ton) 49,447.0 53,092.0 62,034.0 59,657.0
Bread (Ton) 5,602.0 - - -
Cake & rusk 2,282.0 2,858.0
(Ton)

Dairy: India has emerged as the largest milk producing country in the world
manufacturing 81mn tons of milk pa. Britannia's dairy business has been
growing at a fast pace on the low base. Volume growth was 50% and value
growth was 47% in FY01. In value terms the Dairy business contributed to 10%
of turnover in FY01. Prior to the entry of Britannia, the organized market for
dairy products like butter and cheese was dominated by the regional milk
cooperatives, such as Amul, Vijaya, etc. Imported brands are also freely

29
available in the country today. In the organized domestic segment, Amul
remains the dominant player and will continue to be a stiff competitor, given its
sourcing advantage and market suaveness.

MISSION OF THE COMPANY

"To dominate the food and beverage market in India through a profitable range
of tasty yet healthy products" Regarding the basis of setting mission and vision
statement, Britannia gives top most priority to "customer satisfaction", followed
by quality, market leadership, increased profit variety, sales turnover and profit
maximization.

OVERVIEW OF BRITANNIA INDUSTRIES

LTD
Baking practices were well known to Indian cuisine for thousands of years, but
the humble biscuit became a familiar and commonplace item of diet only during
the 20th century. The products and marketing strategies of India's premier food
company Britannia Industries. Limited over the last century have been
responsible for this remarkable dietary acculturation.

NEW VENTURE
Britannia Industries Ltd. (BIL) has entered into a joint venture with the Fonterra
Cooperative group, New Zealand's biggest company and a leading dairy co-
operative group in the world.
The new joint venture would be known as Britannia New Zealand Foods private
Ltd. and both the companies would hold 49 per cent stake each while a strategic
partner will have the remaining 2 per cent, BIL said in a statement here on
Tuesday.
Bangalore-based BIL would transfer its existing dairy business to the new joint
venture, which comes into effect from Wednesday. The new company would be
engaged in areas relating to sourcing manufacturing and distribution of milk and
milk products in India.

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BIL chairman Nusli Wadia, in a statement, said the new company would have
full access to Fonterra's R&D strengths to help in further upgrading product
quality and reducing production costs.
The combined strength of the two would constitute a formidable force in
meeting consumer needs and developing presence in the dairy segment, he
added. The joint venture would be uniquely positioned to become one of India's
leading players in the dairy segment.

SWOT ANALYSIS

STRENGTHS
 Right products, quality and reliability.
 Superior product performance vs. competitors.
 Brand Image
 Products have required accreditations.
 High degree of customer satisfaction.

WEAKNESSES
 Some gaps in range for certain sectors.
 Processes and systems, etc

OPPORTUNITIES
 Profit margins will be good.
 Could seek better supplier deals.

THREATS
 Legislation could impact.
 Existing core business distribution risk
 High volume/low-cost market is intensely competitive

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 BRITANNIA PRODUCTS

Britannia’s product line consists of:

 Biscuits
 Bread
 Cakes
 Rusk
 Cheese
 Beverages
 Milk
 Yoghurt.

32
Britannia is recently re-launched its dairy products after a gap with the milk
man brand name to compete with mainly Amul and Vijaya.

MILKMAN CHEESE
1. Made exclusively from cow's milk
2. Permitted emulsifiers, preservatives and stabilizers added.
3. Directly consumable
4. Need refrigerated storage
5. Use in various food preparation
6. It is a protein rich product in pre-digested form

MILKMAN DAIRY WHITENER

It is dry milk powder comes in papers and Tin pack. It is ultimate of liquid milk
for preparing tea and other beverages.

MILKMAN BUTTER
1. Having maximum amount of milk fat
2. Need refrigeration
3. Refrigerated life in 12 months
4. Packed in Al foil packs
5. Delicious taste and good spread ability

MILKMAN GHEE
1. Granular and white in colour
2. Complete milk fat
3. Used as a cooking medium
4. Directly consumable
5. Self-life of 12 months at friendly temperature
6. Hygienically packed and prepared
7. Rich source of energy
8. Pleasant in flavour

33
BRITANNIA BUTTER
Britannia Butter is made from Butter, Common Salt, permitted natural colour
Annatto.
COMPOSITION:
1. Milk Fat 80%
2. Moisture 16%
3. Salt 2.5%
4. Curd 0.8%

CALORIFIC VALUE: 720 KCAL/100G

SPECIAL FEATURES:
Made from fresh cream by modern continuous butter making machines.
Marketed in India in the last 4 decades.

BRITANNIA DAIRY WHITENER

Britannia dairy whitener is made from partially skimmed milk and sugar.
Composition:
1. Milk Fat 20%
2. Milk Protein 21%
3. Carbohydrates:
4. Lactose 33%
5. Sugar 18%
6. Minerals 5%
7. Moisture 3%

Calorific Value: 470 kcal. /100gm

Special Features:
Packed under an atmosphere of Nitrogen, has excellent natural miscibility
(without the use of lecithin), has a fine granular texture. A convenient
alternative to condensed milk. Marketed in India since last 6 years.
Cheese Britannia Pasteurize Processed Cheddar

34
Britannia pasteurized processed cheddar cheese is made from Cheese, Sodium
Citrate, Common Salt, Citric Acid, permitted natural colour - Annatto.
Emulsifier and Class II preservatives.

COMPOSITION:
 Fat 27%
 Moisture 45%
 Proteins 23%
 Added salt 2.5%
Calorific Value: 340 kcal/100g
Special Features:
Made from graded cow/buffalo milk using microbial rennet.
Britannia Cheese Spread
Britannia cheese spread is made from Soft Cheese, Cheddar Cheese and
Common Salt.

COMPOSITION:
1. Fat 18-20%
2. Moisture 60%
3. Protein 14-15%
4. Adds Salt 1.8%
5. Sodium Citrate 2.5%
6. Calorific value: 240 kcal. /100g

SPECIAL FEATURES:
Highly acceptable product made from the most modern dairy plant through a
special formulation.

BRITANNIA PURE GHEE

Made from fresh cream has topical rich aroma and granular. An ethnic product
made by dairies with decades of experience.

35
COMPOSITION:
1. Milk Fat 99.7%
2. Moisture 0.3%
Calorific Value: 900 kcal. /100g

Special Features:
Made from fresh cream. Has typical rich aroma and granular texture. An ethnic
product made by dairies with decades of experience. A rich source of Vitamin
A, D. E and K.

PERSPECTIVE

The Operation Flood (OF) programme initiated by NDDB in 1970 was a

planned attempt to revive India's Dairy Industry from a premature stagnation.
The OF programme not only propelled the growth of dairy development in
India, it also helped India become the world's largest milk producer. OF
enhanced the incomes and quality of life for millions of India's dairy farmers,
most of them poor and many of them women. It has become India's largest
Dairy Development Programme.
OF (1970-1996) created a strong foundation to transform India's dairy sector
into a vibrant business activity. It paved the way to take up new initiatives and
create new conditions to firm up India's world leadership in milk production.
The new challenge for the Dairy Industry was to explore ways to emerge
stronger using the network created under OF. The response is Perspective 2010,
a plan that attempts to take the dairy cooperative movement to its highest
potential.
Perspective 2010 focuses on four key areas. These include Strengthening
Cooperatives Business, Production Enhancement, Assuring Quality and creating
a National Information Network. The State Milk Marketing Federations and the
Milk Producers' Cooperative Unions, the architects and key beneficiaries have
identified the thrust areas. The plan is designed keeping at helm the benefit to
farmers at large. NDDB facilitated the planning process and will provide
technical support and need-based finance for implementing Perspective 2010.

36
 CLASSIFICATION OF PRODUCTS

DELHI’S MILK PRODUCT MIX

Fluid Milk 46.0%

Ghee 27.5%
Curd 7.0%
Butter 6.5%
Khoa (Partially Dehydrated Condensed Milk) 6.5%
Milk Powders, including IMF 3.5%
Paneer & Channa (Cottage Cheese) 2.0%
Others, including Cream, Ice Cream 1.5%
Total 100%

2.00% 1.50%
3.50%

6.50%

7.00% fluid milk

ghee
butter
46.00% curd
6.50% khoa (partially dehydrated
condensed milk)
milk powders. Including IMF
paneer & channa (cottage cheese)
others, including cream, ice cream

27.50%

37
MODERN TRADE STORES OF SOUTH DELHI
BIG APPLE (EAST OF KAILASH)
24 X 7 Lajpat Nagar & GK-II
Food Plus (GK-II)
Morning Store (GK-I)
Star Bazar (Kailash Colony)
Sabka Bazar (NFC, KG, Kalkaji, Lajpat Nagar)

Items (Dairy Products)

 Types of Cheese

1. Cheese Item

 Cheese Cika (Natural Cheddar)

 Cheese Spread - Plain Masala Herb, Minty Coriander, Peppy Cilantro,
Sour Cream & Onion
 Cheese Cube
 Cheese Slice
 Cheese Dip
 Pizza Cheese

2. Dairy Whitener

3. Ghee

4. Butter

38
 ANALYSIS AND
INTREPRETATION OF
DATA

39
Factors responsible for inconsistent sale of DAIRY PRODUCTS are analyzed
under the following heads.
A. Consumer survey (Study of consumer behaviour).

B. Retailer survey.

CONSUMER BEHAVIOR
Consumer behaviour is the behaviour that a consumer exhibits before buying a
product. while using the product and after using the product. So, consumer
behaviour plays important role in influencing the demand of a product.
Consumer behaviour is unpredictable it can be predicted if we know the eating
habits of the consumers. To study the consumer behaviour for dairy products
following points are studied.

BRAND AWARENESS

A Brand is a name, term, sign, symbol, or a combination of them, intended to

identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors.
A brand is essentially a seller's promise to consistently deliver a specific set of
features, benefits and services to the buyers. The best brands convey a warranty
of quality.
To study the brand awareness for dairy products, 160 people were asked that
whether they know about dairy products of Britannia or not?
Out of 160 people surveyed, 110 were found aware of Britannia dairy products.
That means 73.75% people were aware of Britannia dairy products. And only
26.25% were not. From the above analyses we can say that Britannia dairy
products, have average brand awareness.

40
FREQUENCY OF CONSUMPTION OF
BRITANNIA DAIRY PRODUCTS.

The sale of a product is very much influenced by the frequency of consumption

of that product. If the frequency of consumption is regular, then the sales
increase consistently with addition of new consumers.
To study the kind of consumers for Britannia dairy products whether regular or
occasional.
Survey of 150 consumers is done and following data is recorded.

Regular Consumers 64

Occasional consumers 86

Total consumers surveyed 150

100
90
80

70
60

50

40
30
20

10

0
regular consumers occasional consumers

As the regular consumers of Britannia dairy products are only 42.66% and
occasional consumers are 57.33% this causes inconsistent sales.

41
INFORMATION SOURCE FOR BRITANNIA
DAIRY PRODUCTS

In dairy industry the demand of a product very much depends on advertisement.

It is the only source that motivates a consumer to purchase a particular product.
So here in attempt is made to find out the most effective media for Britannia
dairy products

Out of 150 consumers surveyed

TV ADVERTISEMENT 138
BOARDS 7
RETAILERS 5
FRIENDS 2
BOTH TV & RETAILERS 5
BOTH TV & BOARDS 3
TOTAL CONSUMPTION SURVEYED 150

5 3
2
5
7

tv advertisement
boards
retailers
friends
both tv & retailers
both tv & boards

138

42
TV Plays an important role in promoting Britannia dairy products. 92%
consumers are motivated through TV advertisements, 4.6% through Boards,
3.3% are through Retailers, 3% through both Retailers and TV ads, and 2.1%
through TV & Boards.
So, from the above analysis we can say that TV & boards are playing important
role in promoting Britannia dairy products.

RELATION BETWEEN DEMAND FOR

BRITANNIA DAIRY PRODUCTS AND
CONSUMER AGE.
Every product has a target age group consumers and it is positioned according
to that. To study the target age for Britannia dairy products a question was
asked, whether they purchase Britannia dairy products for their family or not. If
yes then which age group demands more for Britannia dairy products?
Out of 150 consumers surveyed: -
76% said Yes purchase for family.
24% said do not purchase for family.

PURCHASE FOR FAMILY

80%

70%

60%

50%

40% 76%

30%

20%
24%
10%

0%
YES NO

43
Out of 76%, who purchase Britannia dairy products for their family, they
purchase Britannia dairy products for following age group.

AGE GROUP NO. OF

(YEARS) PEOPLE
5-10 2
10-18 14
18-25 50
25 ONWARDS 48

50
45
40
35
30
50 48
25
20
15
10 14
5 2
0
5-10 10-18 18-25 25 onwards

From the above analysis it can be said that jointly 15-25 () is the target age
group for Britannia dairy products. So, the advertisement and promotional
activities should be according to this age group.

BRITANNIA DAIRY PRODUCTS AS

REGULAR FOOD?
Britannia dairy products is a product whose packing, size, shape and
crunchiness makes it look GOOD. When people were asked how they view
Britannia dairy products as REGULAR FOOD?

44
KIND OF PURCHASE FOR BRITANNIA
DAIRY PRODUCTS

To study the purchase category of Britannia dairy products whether planned or

impulse a question was asked in the questionnaire that, what kind of purchase
they make of Britannia dairy products?
Following results were recorded.

PLANED 46%
PURCHASES
IMPUSIVE 54%
PURCHASES
TOTAL 100%

46%

54%

PLANED IMPULSIVE

So, from the above analysis we can say that Britannia dairy products is more in
impulse purchase category, as we know products of impulse purchase category
needs very heavy advertisement.

45
CHANGE IN THE CONSUMPTION OF THE
BRITANNIA DAIRY PRODUCTS.

When people were asked whether they have recorded any change in their
consumption of Britannia dairy products by last 3-4 months or not.
Following results were recorded.
Out of 150 consumers surveyed: -

No Change Increased Decreased

93 38 19

Decreased

Increased

No Change

0 10 20 30 40 50 60 70 80 90 100

46
SURVEY RESULTS FOR MARGIN WITH
BRITANNIA DAIRY PRODUCTS

Out of 200 retailers surveyed 163 (81.4%) reported that the margin is good with
Britannia dairy products and 37(18.6%) reported poor margin.

MARGIN IS POOR

MARGIN IS OK

0 20 40 60 80 100 120 140 160 180

NOTE:
Here we can find that the majority of retailers have reported that the margin is
ok or good with Britannia dairy products. According to some retailers if the
demand is good for a product, then its margin does not matter. So, company
must focus on increasing the demand.

47
SURVEY RESULTS FOR SUPPLY OF
BRITANNIA DAIRY PRODUCTS

Regarding the supply of Britannia dairy products, the results are not favourable
to company. The supply of Britannia dairy products is not very good. From
retailer survey it is analysed that, only 124 (62.5%) retailers have on time
supply and rest 76 (38.5%) has very poor supply.

140

120

100

80

60

40

20

0
GOOD SUPPLY POOR SUPPLY

NOTE:
The retailers who have recorded poor supply of Britannia dairy products, most
of them are facing this problem just after the separation of distributors for
Britannia dairy products from other products of Britannia.

48
Reasons for higher occasional consumer
purchase for Britannia Dairy Products are: -
1. People do not have the habit of consuming dairy products daily.

2. People avoid fat food because of fear of health problems.

3. People find it expensive so it cannot be consumed regularly.

RETAILERS SURVEY

In Britannia dairy products, due to Brand clutter there is very tough competition
and y less product differentiation. The consumer leaves his decision on the
retailer. very Now day's consumer simply asks the retailer for a sweet or fat
cheese products. It is up to the retailer which product he offers, so the retailer is
king in dairy products.

In retailer survey an attempt is made to study following issues:

1. What motivates a retailer to sell Britannia dairy products?

2. Whether retailer push energy influence the demand of Britannia dairy

products or not?

3. Problems faced by the retailers in selling Britannia dairy products?

49
WHAT MOTIVATES A RETAILER TO SELL
BRITANNIA WHAT DAIRY PRODUCTS?
There are a lot of factors that a retailer seeks from the company to sell a
particular product. For Britannia dairy products when this question was asked to
the retailers they suggest lot of factors, but the common factors they replied
were following.

MARGINS

SCHEMES

PROPER SUPPLY

CREDIT

REPLACEMENT

Higher margin is the most important thigh that a retailer seeks from a company.
Generally, the decision of a retailer to sell a particular product is dominated by
the comparison of margin with other products of that kind.
The retailers compare Britannia dairy products with both Amul and mother
dairy Because Britannia dairy products are hanged with good quality so they are
close competitor of Amul.
Second main thigh that motivates a retailer is the schemes with the products
Commonly companies use to provide various retailers schemes to attract them
to sell their product. The most common schemes are some gift items, free
samples, discounts on bulk purchase. Same is in case of Britannia dairy
products the retailers often seek for schemes. Britannia dairy products is
providing various retailers time to time.

50
CONCLUSION

51
ADVERTISEMENT DEPENDENT DEMAND.

The demand of Britannia dairy products depends heavily on

advertisement. If the advertisement is regular and frequency is high
then the demand is also high.

The demand of dairy products was not so good before five to six
months. Due to that many retailers stop selling Britannia dairy
products. This causes instant slump in the demand of Britannia dairy
products.

The third main reason for the slowdown in the demand of Britannia
dairy products would be poor distribution system of Britannia dairy
products. After the separation of the distribution of Britannia dairy
products from other products, the supply of Britannia dairy products
was not proper. The retailers are getting the supply once in one or two
months.

Introduction of new schemes with other products like Amul, mother

dairy products also affect the demand of Britannia dairy products.

Higher impulsive and occasional purchase is also the reason for the up
& downs in the sale of Britannia dairy products.

52
FINDINGS

53
The major findings of the project are enumerated as follows:
 Training is considered as a positive step towards augmentation of the
knowledge base by the respondents.

 The objectives of the training programmes were broadly known to the

respondents prior to attending them.

 The training programmes were adequately designed to cater to the

developmental needs of the respondents.

 Some of the respondents suggested that the time period of the training
programmes was less and thus need to be increased.

 Some of the respondents also suggested that use of latest training

methods will enhance the effectiveness of the training programmes.

 Some respondents believe that the training sessions could be made more
exciting if the sessions had been more interactive and in line with the
current practices in the market.

 The training aids used were helpful in improving the overall effectiveness
of the training programmes.

 The training programmes were able to improve on-the-job efficiency.

 Some respondents also recommended that the number of training

programmes be increased.

54
RECOMMENDATIONS

55
The suggestions, if adopted then the company may expect no further up and
downs in the sales of Britannia dairy products and sales will definitely increase
with consistency.
 After the survey of 150 consumers & 200 retailers the conclusion comes
out that, there is need to improve the distribution system of Britannia
dairy products. It is noted that supply is mostly regular at shops with
heavy investment and are placed at centre of good residential places, such
as Sabka Bazar, Apana bazaar. Many retailers do not have regular supply.

 The areas such as alaknanda, kalkaji, gk-1, South ex, rk puram has very
poor supply. Some of the retailers have reported supply once in one - two
months. The suppliers are ignoring small retail shops.

 So the most important thigh is to improve the supply in both small &
large shops.

 Britannia dairy products is a product mostly liked by the 15-24 age group
as per survey, So there is need to start some schemes for youth to
motivate them to purchase Britannia dairy products.

 Britannia dairy products has higher impulse purchase than planed so to

increase in the planned purchase the frequency of advertisement should
be increased.

 Attractive hangers or stands should be provided to the retailers so that

they can easily put the bars of Britannia dairy products outside to increase
in sales by increase in impulse purchase.

 Retailer is the king in the dairy products. Retailer push energy also works
in promoting the sales of Britannia dairy products. So, there is need to
motivate the retailer through regular retailer’s schemes.

56
For e.g.
Pepsi is giving one bottle free on the purchase of one crate of 500 ml.
M.D.H is giving special discount on the purchase of more than Rs 500.
The quantity in the small pack for Rs 4 is less (20 gm). The pack should be
priced for Rs.5 and the quantity should be increased by 10 gm.
Introduction in new sweet & salty flavours.
Due to introduction of new flavours the investment of retailers
In Britannia dairy products has increased. Now they have to invest four times in
the Britannia dairy products. The demand of Britannia dairy products is not so
good. So, they must be given credit period of two weeks
Other suggestion given by the consumers includes:
Reduction in the saltness.
Improvement of tas

57
 ANNEXURES

Questionnaire to study the consumer behaviour for

Britannia's dairy products:

PERSONAL DETAILES
Date:
Place:
Name
Age
Profession
Address
1. ARE YOU AWARE OF BRITANNIA'S DAIRY PRODUCTS?
(a) YES

(b) NO

2. HAVE YOU TRIED CHESSE PRODUCTS?

(a) YES

(b) NO

3. DO YOU CONSUME DAIRY WHITENER REGULARLY? IF NOT WHY?

(a) YES

58
(b) NO
4. WHICH TYPE OF CHESSE DO YOU LIKE MOST?

(a) CHESSE CUBE

(b) CHESSE TIN

(C) CHESSE SLICE

(d) CHESSE PIZZA

5. HOW DO YOU COME TO KNOW ABOUT CHEESE PRODUCTS?

(a) TV ADVERTISEMENT

(b) BOARDS

(c) RETAILERS

(d) FRIENDS

6. ON WHAT OCCASIONS DO YOU LIKE TO CONSUME CHESSE

PRODUCTS?

(a)
(b)
(c)

59
7. WHAT KIND OF PURCHASE DO YOU MAKE OF DAIRY PRODUCTS

(a) PLANNED
(b) IMPULSE

8. HOW DO YOU VIEW BRITANNIA DAIRY PRODUCTS AS?

(a) REGULAR FOOD

(b) OPTIONAL CONSUMPTION

9. HOW DO YOU FEELS OF SUBSTITUTING THE CONSUMPTION OF

CHEESE WITH BUTTER?

10. (B) WHICH AGE GROUP OF YOUR FAMILY DEMANDS MORE FOR
DAIRY PRODUCTS?

(a) 5-10

(b) 10-18

(c) 18-25

(d) 25-ONWARDS

60
11. DO YOU THINK BRITANNIA DAIRY PRODUCTS DELIVERS BEST
VALUE FOR YOUR MONEY?

(a) YES

(b) NO

12. DO YOU HAVE RECORDED ANY CHANGE IN YOUR

CONSUMPTION OF DAIRY PRODUCTS BY THE LAST THREE TO FOUR
MONTHS?

(a) NO CHANGE

(b) INCREASED

(c) DECREASED

13.WHAT KIND OF COMMENTS, EITHER FAVORABLE OR UN

FAVORABLE DO YOU RECEIVE FROM THE RETAILERS WHEN YOU
ASK FOR BRITANNIA DAIRY PRODUCTS?

14. YOUR COMMENTS AND RECOMMENDATIONS?

61
REFERENCE

62
1. Confederation of Indian Industries

2. www.indianinfoline.com

3. www.indiandairy.com

4. www.britannia.comwww.amulindia.com

63