1

CERTIFICATE

2
 DECLARATION

I Dishang MukeshGiri Goswami, 01020121505 hereby, declare that the

Comprehensive Project Report Work entitled “Britannia Biscuits” submitted
in partial fulfilment of the requirements for the award of the degree of
Bachelor of Business Administration (BBA) of Saurashtra University, Rajkot.
is my ideas in our own words and where others' ideas or words have been
included, I have adequately cited and referenced the original sources. I also
declare that I have adhered to all principles of academic honesty and integrity
and have not misrepresented or fabricated or falsified any
idea/data/fact/source in my submission.

This authentic work has been carried out by us under the guidance of
Prof. Dipesh Sheth. I also declare that the content of this project report does
not form a basis for the award of any previous degree to anyone else.
I understand that any violation of the above will be cause for disciplinary
action by the university and can also evoke penal action from the sources
which have thus not been properly cited or from whom proper permission has
not been taken when needed.

Date:

Place: Gondal Dishang Goswami

3
 PREFACE

This project report has been prepared in partial fulfilment of the

requirement for the Subject Practical Studies of the Program B.B.A. in
Sem. IV in the academic year 2021-2024.

The objective of practical training is to develop among the

students feel about industrial environment and business practice. Also,
to develop a practical base in the mass supplement to the theoretical
study of the management in general. We study the industrial basics,
history and development of unit, major players in this sector,
contribution of this sector in the growth of economy and its functional
areas like marketing department, human resource department and
finance & accounting department.

The Project Report starts with the basic concepts of

history of units and also covers the general information of the unit
visited and its functional departments like marketing department,
human resource department and finance & accounting department. The
information presented in this Project Report is obtained from sources
like Company Websites, Company Reports, Other Websites and Other
Literature.

Name of Student:

Dishang Goswami

4
 ACKNOWLEDGEMENT

The success and final outcome of this project required a lot of guidance
and assistance from many people and I am extremely privileged to get this all
for the completion of my project. All that I have done is only due to such
supervision and assistance and I would not forget to thank them.

I am extremely thankful to our project guides, Prof. Dipesh Sheth who

took keen interest in my project work and guided us all along, till the
completion of my project work by providing all the necessary information for
developing a good system.

I am thankful to my family members for providing me necessary

guidance and support to complete my project.

Name of Student:

Dishang Goswami

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 INDEX

CHAPTER PARTICULAR PAGE

NO NO
1 INDUSTRY OVERVIEW
1.1 History of Industry 08
1.2 Growth and Development of industry 10
1.3 Challenges Faced by industry 14
1.4 Recent Trends of industry 15
2 COMPANY OVERVIEW
2.1 History of company 17
2.2 Growth & Development of company 21
2.3 Vision & and Mission of company 26
2.4 Organizational chart 27
2.5 List of product 28
2.6 Competitors 44
2.7 SWOT Analysis 46

3 Departmental Overview
3.1 Overview of Marketing 48
3.2 Marketing Strategy 49
3.3 Departmental Chart 54
3.5 Channel of Distribution 55
3.6 Pricing policy 56

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4 Research Methodology
4.1 Meaning of Research 58
4.2 Types of Research 59
4.3 Research Title or Research Problem 60
4.4 Research Objective 61
4.5 Data Collection Method 62
4.6 Sample Size 64
4.7 Data analysis & Interpretation 65
4.8 Concusions 82
4..9 Suggestions 83
4.10 Bibleography & Webleography 84

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 INDUSTRY OVERVIEW

CHAPTER PAGE
PARTICULAR
NO NO

1.1 History of Industry 08

1.2 Growth and Development of industry 10

1.3 Challenges Faced by industry 14

1.4 Recent Trends of industry 15

8
 History of Industry

The consumer food industry mainly consists of ready-to-eat products

or ready-to-cook products such as pasta products, bakery products,
biscuits, soft drinks; etc Automatic approval for FDI upto 51% has been
introduced.

Bakery industry in India is probably the largest among the processed

food industries, the production of which has been steadily increasing in the
country. The two major bakery industries, viz., bread and biscuits account
for almost 82% of the total bakery products.

Biscuit industry in India in the organized sector produces around

60% of the total production, the balance 40% being contributed by the
unorganized bakeries. The major Brands of biscuits are- Britannia, Parle
Bakeman, Priya Gold, Elite, Cremica, Dukes, Anupam and Horlicks.

India Biscuits Industry is the largest among all the food industries
and has a turnover of around Rs.3000 crores. India is known to be the
second largest manufacturer of biscuits, the first being USA. It is classified
under two sectors: organized and unorganized. Bread and biscuits are the
major part of the bakery industry and covers around 80 percent of the total
bakery products in India. Biscuits stand at a higher value and production
level than bread. This belongs to the unorganized sector of the bakery
Industry and covers over 70% of the total production.

9
 India Biscuits Industry came into limelight and started gaining a
sound status in the bakery industry in the later part of 20th century when
the urbanized society called for readymade food products at a tenable
cost. Biscuits were assumed as sick- man's diet in earlier days. Now, it has
become one of the most loved fast-food product for every age group.
Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at
cost. States that have the larger intake of biscuits are Maharashtra, West
Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and
West Bengal, the most industrially developed states, hold the maximum
amount of consumption of biscuits.

10
 Growth & Development of industry
Industry

The Indian food industry is poised for huge growth, increasing its
contribution to world food trade every year. In India, the food sector has
emerged as a high-growth and high-profit sector due to its immense potential
for value addition, particularly within the food processing industry.

Accounting for about 32 per cent of the country’s total food market,
The Government of India has been instrumental in the growth and
development of the food processing industry. The government through the
Ministry of Food Processing Industries (MoFPI) is making all efforts to
encourage investments in the business. It has approved proposals for joint
ventures (JV), foreign collaborations, industrial licenses, and 100% export
oriented units.

Market Size

The Indian food and grocery market is the world’s sixth largest, with
retail contributing 70 per cent of the sales. The Indian food processing
industry accounts for 32 per cent of the country’s total food market, one of the
largest industries in India and is ranked fifth in terms of production,
consumption, export and expected growth. It contributes around 8.80 and 8.39
per cent of Gross Value Added (GVA) in Manufacturing and Agriculture
respectively, 13 per cent of India’s exports and six per cent of total industrial
investment. The Indian gourmet food market is currently valued at US$ 1.3
billion and is growing at a Compound Annual Growth Rate (CAGR) of 20 per
cent. India's organic food market is expected to increase by three times by
2020. The online food ordering business in India is in its nascent stage, but
witnessing exponential growth. With online food delivery players like
FoodPanda, Zomato, TinyOwl and Swiggy building scale through
partnerships, the organised food business has a huge potential and a promising
future. The online food delivery industry grew at 150 per cent year-on-year
with an estimated Gross Merchandise Value (GMV) of US$ 300 million in
2016.

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 Investments

According to the data provided by the Department of Industrial Policies

and Promotion (DIPP), the food processing sector in India has received
around US$ 7.54 billion worth of Foreign Direct Investment (FDI) during the
period April 2000-March 2017. The Confederation of Indian Industry (CII)
estimates that the food processing sectors have the potential to attract as much
as US$ 33 billion of investment over the next 10 years and also to generate
employment of nine million person-days.Some of the major investments in
this sector in the recent past are:

 Global e-commerce giant, Amazon is planning to enter the Indian food

retailing sector by investing US$ 515 million in the next five years, as
per Mr Harsimrat Kaur Badal, Minister of Food Processing Industries,
Government of India.
 Parle Agro Pvt Ltd is launching Frooti Fizz, a succession of the original
Mango Frooti, which will be retailed across 1.2 million outlets in the
country as it targets increasing its annual revenue from Rs 2800 crore
(US$ 0.42 billion) to Rs 5000 crore (US$ 0.75 billion) by 2018.
 US-based food company Cargill Inc, aims to double its branded
consumer business in India by 2020, by doubling its retail reach to
about 800,000 outlets and increase market share to become national
leader in the sunflower oil category which will help the company be
among the top three leading brands in India.
 Mad Over Donuts (MoD), outlined plans of expanding its operations in
India by opening nine new MOD stores by March 2017.
 Danone SA plans to focus on nutrition business in India, its fastest
growing market in South Asia, by launching 10 new products in 2017,
and aiming to double its revenue in India by 2020.

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  Uber Technologies Inc plans to launch UberEATS, its food delivery
service to India, with investments made across multiple cities and
regions.

Government Initiatives

Some of the major initiatives taken by the Government of India to improve

the food processing sector in India are as follows:

 The Government of India aims to boost growth in the food processing

sector by leveraging reforms such as 100 per cent Foreign direct
investment (FDI) in marketing of food products and various incentives
at central and state government level along with a strong focus on
supply chain infrastructure.
 In Union Budget 2017-18, the Government of India has set up a dairy
processing infra fund worth Rs 8,000 crore (US$ 1.2 billion).
 The Government of India has relaxed foreign direct investment (FDI)
norms for the sector, allowing up to 100 per cent FDI in food product e-
commerce through automatic route.
 The Food Safety and Standards Authority of India (FSSAI) plans to
invest around Rs 482 crore (US$ 72.3 million) to strengthen the food
testing infrastructure in India, by upgrading 59 existing food testing
laboratories and setting up 62 new mobile testing labs across the
country.
 The Indian Council for Fertilizer and Nutrient Research (ICFNR) will
adopt international best practices for research in fertiliser sector, which
will enable farmers to get good quality fertilisers at affordable rates and
thereby achieve food security for the common man.

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  The Ministry of Food Processing Industries announced a scheme for
Human Resource Development (HRD) in the food processing sector.
The HRD scheme is being implemented through State Governments
under the National Mission on Food Processing. The scheme has the
following four components:

o Creation of infrastructure facilities for degree/diploma courses in

food processing sector
o Entrepreneurship Development Programme (EDP)
o Food Processing Training Centres (FPTC)
o Training at recognised institutions at State/National level

Road Ahead

Going forward, the adoption of food safety and quality assurance

mechanisms such as Total Quality Management (TQM) including ISO 9000,
ISO 22000, Hazard Analysis and Critical Control Points (HACCP), Good
Manufacturing Practices (GMP) and Good Hygienic Practices (GHP) by the
food processing industry offers several benefits. It would enable adherence to
stringent quality and hygiene norms and thereby protect consumer health,
prepare the industry to face global competition, enhance product acceptance
by overseas buyers and keep the industry technologically abreast of
international best practices.

14
 Challenges Faced by Industry

Key challenges faced by the food processing sector are gaps in supply
chain infrastructure which means inadequate primary processing, storage and
distribution facilities; the insufficient connection between production and
processing; seasonality of operations and low capacity utilisations;
institutional gaps in the supply chain, for instance, there is dependence on
APMC markets; lack of focus on quality and safety standards; and not having
enough of product development and innovation. Demand from retail, demand
for items immediately available to eat or cook and safe processed food, and
discontinuation of overdependence on cereals are some big opportunities for
this sector.

Since processed food has immense export potential together with

domestic demand, encouragement to it with proper marketing, latest
technology and steady flow of raw materials from the farmers meeting
specific quality standards at stable prices leads to greater development of the
agriculture sector. Linking agricultural production to the market by bringing

15
together the farmers, processors and retailers would substantially increase
farmers’ income.

Recent Trends in Industry

o High quality flexitarian food.

o Functional food.

o More experimental breakfasts.

o Tightening supply chains.

o Wider use of automation.

o More robust quality management and traceability

processes.

o Sustainable Practices and Mindset

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o Waste reduction

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 COMPANY OVERVIEW

CHAPTER PAGE
PARTICULAR
NO NO
2.1 History of company 17

2.2 Growth & Development of company 21

2.3 Vision and Mission of company 26
2.4 Organizational chart 27
2.5 List of Product 28
2.6 Competitors 44
2.7 SWOT Analysis 46

History of Company

18
 Britannia Industries Ltd. was started way back in 1892 with an
investment of Rs. 295. Initially, biscuits were manufactured in a small house
in central Kolkata. Later, the business was acquired by the Gupta brothers
and operated under the name of V.S. Brothers. In 1918, C H Holmes, an
English businessman in Kolkata was taken as a partner and The Britannia
Biscuit Company Limited (BBCo) was launched. The Mumbai factory was
setup in 1924 and Peak Freans, UK acquired a controlling interest in BBCo.
Biscuits were in big demand during World War II, which gave a fillip to the
company’s sales. The company name was changed to the currentBritannia
Industries Limited in 1979. In 1982 Nabisco Brands Inc., USA became a
major foreign shareholder.

Kerala businessman K. Rajan Pillai secured control of the group in the

late 1980s, becoming known in India as the 'Biscuit King'. In 1993, the
Wadia Group acquired a stake in ABIL, UK and became an equal partner
with Groupe Danone in Britannia Industries Limited.

In 1997, the company unveiled its new corporate identity - "Eat Healthy,
Think Better" - and made its first foray into the dairy products market. In
1999, the "Britannia Khao, World Cup Jao" promotion further One of India’s
best known brands and also one of the most admired Food Brands in the
country.

Britannia Industries (BIL), is one of the leading producer of biscuits and

other bakery products. BIL, has a major advantage of the interest taken by the
19
 French collaborator - Groupe Danone which is one of the leading players in
bakery products business and is holding 22% stake. Other partner is Nulsi
Wadia group which is one of the leading industrial houses in the country.

Britannia Industries Limited is an Indian company based in Kolkata that

is famousfor its Britannia and Tiger brands of biscuit, which are highly
recognized throughout thecountry.

It mainly caters to the premium segment. With the launch of Tiger brand,
it has taken a plunge in the low-end category, taking competition head on with
Parle which is the leader in this segment. The company has also diversified
within dairy and bakery products to enter the butter, cheese and ghee markets.
The company added two new products -- Sweet Lassi and Milkman Cold
Coffee -- to its existing dairy-based drinks portfolio which includes the `ZipSip'
brand of flavored milk.

They are the only Indian biscuit company with a presence across all
segments, from Glucose, Salted, Arrowroot and Premium Cream Biscuits.
Biscuits contribute 84% of Britannia's total turnover. Other products include
bread (6%) and cakes (2%). Britannia diversified into dairy products in 1997
with processed cheese and dairy whitener. The portfolio was expanded with the
launch of butter, pure, flavoured milk in tetrapacks and UHT milk. Dairy
products account for 8 per cent of the company’s total turnover. Over the years,
Britannia has trimmed down its wide product portfolio and focussed on value-
added instead of low-margin products.

The company divested a range of unrelated business interests in

soyabean extraction, edible oils, export of cashewnuts and shrimp, granites and
20
software. The company rationalized its products portfolio by reducing the
products from 35 to around 25.

Britannia has share of 20 per cent in the biscuit market. In the organized
biscuit market, the market share is higher at 40 per cent. The company claims a
share of 33 per cent of the organized cheese market and 15 per cent of the milk
powder.

The Britannia's fame is largely acknowledged through the colourful

Britannia logos that Indian cricketers such as Virender Sehwag and Rahul
Dravid wear on their bats.

BRITANNIA IN OVERSEAS

Britannia in the Middle-East

In March 2007, Britannia Industries Limited formed a Joint Venture with

the Khimji Ramdas Group, one of the largest and the most respected business
conglomerates in the Middle East. Britannia and its Associates have acquired a
significant stake in Dubai based Strategic Food International Co. LLC and
Oman based Al Sallan Food Industries Co SAOG. The two companies are key
regional players in the biscuits, wafers and cookies segment in the GCC
markets and export their products across the world.

Strategic Food International Co. LLC (SFIC) is one of the largest biscuit
21
and wafer manufacturing companies in the Middle East. An ISO and HACCP
certified company; SFIC is also a proud winner of the Dubai Quality
Appreciation Certificate. It offers a wide spectrum of products under the brand
Nutro, which is a leading biscuit brand in the Middle East.

Al Sallan Food Industries Co is one of the foremost companies for the

production of cookies, rolls and chocolates. The products are well known under
the brand name of Baker's Pride.

Britannia in Sri Lanka

29th August 2008 goes down in the history of our company as the day,
when Britannia started manufacturing and marketing its products in Sri Lanka.
Apart from tapping new markets and going international, our company will
afford many more families and individuals a chance to enjoy healthy, nutritious
and delightful products. Even as we navigate foreign territories, we affirm our
purpose, values, vision and goals in Sri Lanka- to help people enjoy life,
through healthy snacking, and make this accessible to all people
anywhere ,everyday…

Products manufactured in Sri Lanka include the most popular Milk Bikis,
Milk Cream Smileys, Vita Marie Gold, Creams and Cookies.

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 Growth & Development of Industry

 1892

o The Genesis - Britannia established with an investment of Rs. 295 in Kolkata

 1910

o Advent of electricity sees operations mechanized

 1921

o Imported machinery introduced; Britannia becomes the first company East of

the Suez to use gasovens

 1939 - 44

o Sales rise exponentially to Rs.16,27,202 in1939

o During 1944 sales ramp up by more than eight times to reach Rs.1.36crore

 1975

o Britannia Biscuit Company takes over biscuit distribution from Parry's

 1978

o Public issue - Indian shareholding crosses60%

 1979

o Re-christened Britannia Industries Ltd.(BIL)

 1983

o Sales cross Rs.100crore

 1989
o The Executive Office relocated to Bangalore
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 1992

o BIL celebrates its Platinum Jubilee

 1993

o Wadia Group acquires stake in ABIL, UK and becomes an equal partner with
Grouped DANONE in BIL

 1994

o Volumes cross 1,00,000 tons of biscuits

 1997

o Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new
mission: 'Make every third Indian a Britannia consumer'

o BIL enters the dairy products market

 1999

o "Britannia Khao World Cup Jao" - a major success! Profit up by37%

 2000

o Forbes Global Ranking - Britannia among Top 300 small companies

 2001

o BIL ranked one of India's biggest brands

o No.1 food brand of the country

o Britannia Lagaan Match: India's most successful promotional activity of the

year

o Maska Chaska: India's most successful FMCG launch

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 2002

o BIL launches joint venture with Fonterra, the world's second largest dairy company

o Britannia New Zealand Foods Pvt. Ltd. is born

o Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes
Global

o Economic Times ranks BIL India's 2nd Most Trusted Brand

o Pure Magic -Winner of the WordStar, Asia star and India star award for
packaging

 2003

o 'Treat Duet'- most successful launch of the year

o Britannia Khao World Cup Jao rocks the consumer lives yet again

 2004

o Britannia accorded the status of being a 'Super brand'

o Volumes cross 3,00,000 tons of biscuits

o Good Day adds a new variant - Choconut - in its range

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 2005

o Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!

o Britannia launched 'Greetings' range of premium assorted gift packs

o The new plant in Uttaranchal, commissioned ahead of schedule.

o The launch of yet another exciting snacking option - Britannia 50-50 Pepper
Chakkar

 2007

o 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.

 2008

o Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic
Cookies', Low Fat Dahi and renovated 'MarieGold'.

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Founders
Dr. N Balasubramanian

Dr K.B Chandrashekhar

Mr. Arjun Malhotra

Prof. Jagdish Sheth

Dr. Sridhar Mitta

Name Designation

Mr. Nusli Neville Wadia Chairman

Mr. Varun Berry Managing Director

Mr. A K Hirjee Director

Dr. Ajay puri Director

Mr. Aviijit Deb Director

Mr. Jeh N. Wadia Director

Mr. Keki Dadiseth Director

Mr. Nimesh N. Kampani Director

Mr. Pratap Khanna Director

Mr. S S Kelkar Director

Design
ation

27
 Vision & Mission of Company

VISION-

 To work with dedication & innovation for total customer

satisfaction as the ultimate goal.
 To consistently achieve high growth with highest productivity.
 To be a technology driven efficient and financially sound.
 Satisfy customers and employees by providing better services.

MISSION-
 Employee will enjoy highest living standard.
 We want to achieve desire profit and our sales volume in the
market.
 We want to increase the value of our firm in the market.

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Organizational Chart

29
 List of Product

PRODUCT LINE

TREAT

As a move to consolidate all the individual Cream Treat offerings

under a single umbrella, Britannia launched Treat in 2002. Treat has a
range of tasty delights for all kids with yummy creamy treasures within
the biscuit shells. The kids have always relished unraveling the
irresistibly delicious creams hidden inside the biscuit Britannia Treat
offers a wide variety of flavors, such as the Elaichi, the Fruit Flavored
Creams such as Orange, Pineapple, Mango, and Strawberry, the Jam
Filled Centers under the Jim Jam range, and the Duet Range (biscuits
with two flavors of cream between three layers of biscuit) comprising
Strawberry Vanilla and Duet Strawberry Chocolate.

Britannia Treat has now launched yet another mouth watering

delight under its umbrella. The delicious Fruit Rollz take the Treat brand
beyond the cream biscuits and provides yet another lip smacking delight
to its consumers!

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 Fruit Rollz are soft rolls filled with the goodness of
real fruits, and provide a healthy yet scrumptious
treat to our 'loveable devils' Treat also introduced its
naughty and adorable brand mascot FUNTOOSH
whose primary occupation is mischief! FUNTOOSH
is the guy who will pull off any trick to make sure he
gets to eat his Britannia Treat!

For all you kids, who have relished the yummy

treasures of Britannia Treat in exciting flavors, look out for yet another
reason to celebrate!

Britannia Treat launches a new and exciting combination of

chocolate and caramel in a single bar - TREAT CHOCO GELO. This
unique and never before product is guaranteed to double the masti and
double the fun that you have with Treat.

Treat Choco Gelo has been launched nationally in August, 2007

and is available at an attractive price of just Rs.5/-

So go ahead, open this delicious pack, indulge yourself with Treat

Choco Gelo and enjoy Yummy Chocolate and Gooey Caramel for
"Double Masti ka Double Dose"

31
TIGER

Tiger, launched in 1997, became the largest brand in Britannia's

portfolio in the very first year of its launch and continues to be so till
today. Tiger has grown from strength to strength and the re-invigoration
in June 2005 and more recently, in Apr 2008 has further helped bolster
its growth in the highly competitive glucose biscuit category.

Tiger is a Glucose biscuit, which comes with the added goodness

of wheat and milk. It is for modern mothers who play an enabling role
for their children to compete in today's world and thus want the best.
Now Tiger Glucose has been fortified with "Iron Zor" with an attempt
towards addressing the Iron Deficiency crisis the children of India face.

Over the years, Tiger has become the mass-market face of

Britannia symbolizing fun and energy in both urban and rural India, and
transcending glucose biscuits.

Tiger Coconut: Delicious Coconut Flavored Energy Biscuits,

launched in 2001

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Tiger Creams: Was introduced in 2002 at just Rs 5 per pack. Tiger
Cream is now available in Orange, Elaichi, Chocolate, Pineapple,
Strawberry and Butterscotch flavors, and promises to bring more fun and
more energy to children across the country.

Chota Tiger: Is an extension of brand Tiger launched nationally in May,

2007. It is mini sized poppable glucose biscuit with colored sugar
sprinkling. It comes in two variants: Milk Sparkies and Choco Sparkies

Tiger Banana: Britannia is committed to help secure

every child's right to Growth & Development through
good food every day. Purposefully taking forward the
credo of 'Eat Healthy, Think Better ', we have
launched a new variant under our power brand
TIGER - TIGER BANANA - power packed with
IRON ZOR & and with the delightful taste of
banana.

IRON ZOR helps make mind sharper and body stronger. An Rs.4 pack has
as much
IRON ZOR as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this nutritious

and delightful snack for children.

Britannia Tiger Banana packed with IRON ZOR and goodness of

Banana is accessible to all, being available in convenient packs priced at

33
Rs.2, Rs.4 and Rs.10.

GOOD DAY

.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 Coconut in 2004.

This rich biscuit enjoys a fan following of consumers across all ages,
loyal to the brand promise of a great taste evident from the visibly
abundant ingredients. Good Day is amongst the fastest growing brands in
Britannia's portfolio and is today the market leader with almost 2/3 share
of the market. The brand is synonymous with everyday treats that infuse
happiness into people's daily lives.

After two decades of magnificent success; it was time to give the nation
yet another reason to have a good day. Abundance, goodness, indulgence
and now unrestrained joy - that is the message of this new campaign.

The new TT ad is the uncontrollable expression of the ticket collector's

happiness and joy that is stimulated by consumption of the cookie that
spreads cheer amongst the people around him creating an atmosphere of
shared joy that's unorchestrated and straight from the heart.
34
The celebration was taken to the IPL as Good day cheered along with a
million cricket fans in the stadiums, each screaming and proclaiming "Ho
Gaya re Good Day". The dazzling brilliance of this Endeavour, the
contagious rhythm needs to be lived and spread through the nation,
making 'Iska toh ho Gaya Re Good Day' a part of the common lingo
and a way oflife.

Good Day truly believes laughter and happiness are infectious, it

transcends race, caste creed unifying humanity in an inclusiveemotion.

The brand perseveres to infuse cheer, hearten the nation and enliven lives.
With its rightful place on the front page of The Times of India, Good Day
gifts the nation a priceless treasure, that of spreading JOY!

BOURBON

Thick, rich and delicious chocolate packed between two crunchy

chocolate biscuits, topped with sugar crystals - presenting, the original
35
Bourbon, from the house of Britannia.

India's first and favorite Bourbon's sweet adventure began in 1955. Since
then, Bourbon lovers across the country have been caught opening this
chocolate couplet, licking the cream, and nibbling at the melt-in-your-
mouth biscuit, bit by bit. Some have been witnessed chomping it whole,
at one go. Some have been noted to alternate it with sips of coffee; others
team it with lots of gossip and gupshup, while a few have been observed
enjoying it with a book.And some have been seen reluctantly sharing
their Bourbon.

Whatever the occasion, wherever the hangout, Bourbon makes for great
company. You can grab your very own Nano Pack or a Pocket Pack. The
Hangout Pack is just right for chilling with friends. Take along a Party
Pack for... yes, a party! And the Gift Pack will surely win you a few
browniepoints!

36
37
With a brand name like 50-50, can the product be anything but fun?
Launched in 1993, 50-50 belongs to the family of crackers and is
considered the "very very tasty tasty" snack.

Britannia 50-50 is the leader in its category with more than one-third of
market share. The versatile and youthful brand constantly aims to provide
a novel and exciting taste experience to the consumer. As a result, in
2001, the delicious Maska Chaska was launched as a variant of the
original brand and became an instant success.

MARIE GOLD

Britannia's oldest brand enjoys a heritage that spans the last 50 years -
and going strong. In a market swamped with me-too products and where
even the name 'Marie' has become generic, Britannia Marie Gold has
maintained its stronghold. Today, the ever-popular Marie Gold is
synonymous with the 'Tea TimeBiscuit'. Its taste, crispiness and lightness
make it a must for every tea break. It is the #1 brand in its category by a
long shot.

35
MILK BIKIS

Kids may dislike drinking milk, but they love Britannia Milk Bikis! Milk
Bikis has been trusted by mothers as a source of growth energy of milk
and their loyalty to the brand has made it an integral part of

Their children's nutritionregimen.

In 1996, Milk Bikis launched a variant called Milk Cream.

These round biscuits come with smiley faces and are full of
milk cream that makes them very popular with children.
Milk Cream also promotedthe idea of 'eating milk' in a
yummy way, which makes mothers happy as well.

NICE TIME

36
Britannia Nice Time was the pioneer of sugar sprinkled biscuits in India.
This unique product managed to create such a strong consumer pull that
soon there was a rush of pretender products in the market, clearly
indicative of the success of the concept. Today, Nice Time has a fan base
spread across India, and, particularly, East India, where its consumers
have grown up with the brand. Especially popular amongst children,
Britannia Nice Time has managed to create a loyal franchise for itself and
is a strong brand loved by people of all ages.

NUTRICHOICE

37
In continuation of the promise of "Swasth Khao, Tan Man Jagao,"
Britannia introduced NutriChoice range of healthy biscuits in 1998. The
brand is targeted towards overall health and wellness for adults.

The range has for long comprised of three popular variants, namely
NutriChoice Thin Arrowroot, NutriChoice Cream Cracker and
NutriChoice Digestive.

NutriChoice Thin Arrowroot - An ageless classic

Extremely popular in East India for over 4 decades (where it is

affectionately referred to as Britannia Theen), this brand contains the
benefits of arrowroot known to aiddigestion and remove harmful toxins
from the body. Prior to 1998 it was being marketed as Britannia Jacob's
Thin.

NutriChoice Cream Cracker - As nature would have wanted it to be

Ask any biscuit manufacturer and they will tell you how difficult it is to
make this biscuit, especially with next to nothing sugar, with NO added
colors and flavorings for taste. It is this neutral taste that makes it an
ideal choice to be consumed with hot beverages, dips, chutneys, and
accompaniments.

38
NutriChoice Digestive - Delightfully tasty and wholesome

Made with 50% whole-wheat and packed with added

fiber (10% of our daily dietary needs), these
delightfully tasty biscuits are amongst your healthiest
bites of the day. In your next visit to a shop just look
out for its Golden-green international pack.

In 2007, NutriChoice SugarOut was launched.

NutriChoice SugarOut is the most novel product range
to have beenintroduced in the market. The product is
not just sweet but tastes great, and yet contains no
added sugar. It is sweetened with "Sucralose," derived
from sugar, which provides the same sweetness as any
other biscuit, without the added calories of sugar.

This range is available in 3 delicious variants namely Lifetime,

Chocolate Cream, and Orange Cream, targeted towards all health
sensitive people. It is also relevant for consumers with sugar-
relatedailments.

We are confident that you will be pleasantly surprised with the great
tasting and healthy range of NutriChoice. Try one and you'll know that
you've made one smart choice.

39
LITTLE HEARTS

Little Hearts was launched in 1993 and targeted the growing youth segment.
A completely unique product, it was the first time biscuits were retailed in
pouch packs like potato wafers. The launch message introduced a special
taste experience that made the unlikeliest characters - like Dracula and
Frankenstein - melt. In 1997, the 'Direct Dil Se' campaign encouraged
youngsters to openly express their feelings. And in 2003, two variants
calledLittle Hearts Chocolate and Little Hearts Sesame were rolled out with
a campaign "Dil sabka actually sweet hai". With Little Hearts, Britannia has
tasted the sweet taste of success.

DAIRY FRESH

Till 1958, there were no breads in the organized sector and bread
consumption was a habit typified by the British. Then, a mechanized
bread unit was set up in Delhi with the name "Delbis" which produced
sliced bread and packed it under the Britannia name. Thus, Britannia was
not only the pioneer, but also inculcated in the people of Delhi the habit
of eating white sliced bread.

40
The Mumbai unit came up in 1963, and there again Britannia was the first
branded bread in the city. From a company offering 2 packs - the 400gm
and the 800gm plain white sliced bread - Britannia has evolved into a
company offering 22 packs, catering to a variety of taste and price
segments in the bread consuming market. The last couple of years also
saw the introduction of Whole Wheat Bread as a part of "Eat Healthy,
Think Better" credo.

Cakes

Britannia entered the cake market in the year 1963 and is the top player in
the market. Britannia Cakes range is divinely scrumptious and has both
Bar 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. Apart from being
delicious, these snacks are packed with healthy ingredients making them
wholesome & delightful. Britannia cup cakes come in vanilla and
orangeflavors.

Rusks

Britannia launched its rusks in the year 2005. In a Market full of

unbranded players, Britannia rusks have stood head and shoulders above
the rest in terms of sheer quality .They are made from the finest
ingredients and baked with care as they are twice as crisper as and tastier
than ordinary rusks. The communication for this mouthwatering offering

41
is aptly “Enliven your spirits with Britannia rusks

42
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
andcakes.

The special edition for 2008 'Britannia Premium Assorted Cookies' is all
about surprises, the enchanting discovery of new tastes and innovative
packaging. It offers you absolutely delightful cookies made with rich
ingredients and flavors such as Cranberry, Butter Scotch, Honey Raisin,
Choc Chips, Coffee Almond, Cashew, Honey and Almond. The much
loved 'Britannia Classic Hampers' contain an assortment of Britannia's
popular brands like Good Day, Treat Jim Jam, Bourbon and Little Hearts.

The innovatively conceptualized packaging, of ingenious tray packs and

collectible tin boxes, uses calligraphy, brush strokes of colors and clever
use of symbols, beautifully fusing tradition and art for the festive season.
It brings alive a commonality of joy and celebration. This range promises
to pamper your senses and emotions.

We understand that the wondrous occasion of light and radiance is

incomplete without the presence of near and dear ones. Britannia 'Shubh
Kaamnayein' joins you as you express your love and good wishes, to the
ones who make life special for you.

43
44
Britannia 'Shubh Kaamnayein' is designed to add joy to moments,
transforming them into delightful memories. We have judiciously
packaged and priced this entire range to make it available to everyone
who wants to share good wishes. As part of our 90th year festivity we
present Britannia Shubh Kaamnayein, to add 'Zindagi mein life'.

Rusk
Milk Rusk (round) 70/- (available in 200gms, 400gms)

Milk Rusk (oval) 70/- (available in 200gms, 400gms)

Saunf Rusk70/- (available in 200gms, 400gms)

Jeera Rusk70/- (available in 200gms, 400gms)

Cardamom Rusk75/- (available in 200gms, 400gms)

Cookies
Flower Biscuits 70/- (available in 250gms, 400gms)

Coconut Biscuits 75/-(available in 250gms, 400gms)

Jam Centre 75/-(available in 250gms, 400gms)

Custard 75/-(available in 250gms,400gms)

Chocolate Marble 75/-(available in 250gms,400gms)

Orange 75/-(available in 250gms,400gms)

Coconut Macroon 95/-(available in 200gms, 350gms)

Chocolate Walnut 120/-(available in 250gms, 400gms)

Pure Chocolate Cashew 120/-(available in 250gms, 400gms)

Butter Pista 130/-(available in 250gms, 400gms)

Almond Cookies 130/-(available in 250gms, 400gms)

45
 Competition Information

Generally all organizations have competitors in the market. A particular

organization always comprises with other same business and according to
market share we clarify the brand of product is giving more challenge to
my product. I found many products which can be compared with
Britannia Biscuit. As a conclusion I found that particularly in my
provided area Britannia is really doing well and its performance is on
surprising level. Lost market share to ITC Foods and has struggled to
keep pace with Parle in glucose biscuits. Pepsi, Kraft, DANONE could be
formidable competitors. Britannia seeks to build market share through
expanded product portfolio, acquisitions, JVs and thrust on rural
consumer. In my provided area the share of the market is as follows.

Name Market Share

BRITANNIA 34.8%

PARLE - G 31.9%

ITC 8.6%

SURYA FOODS 8%

ANMOL BAKERS 4.2%

OTHERS 15.6%

46
47
SWOT Analysis

48
 DEPARTMENTAL OVERVIEW

CHAPTER PAGE
PARTICULAR
NO NO
3.1 Overview of Marketing 48

3.2 Marketing Strategy 49

3.3 Departmental Chart 54

3.4 Channel of Distribution 55

3.5 Pricing policy 56

49
 Overview of Marketing

A marketing department promotes your business and drives sales of its

products or services. It provides the necessary research to identify your target
customers and other audiences. Depending on the company’s hierarchical
organization, a marketing director, manager or vice president of marketing might
be at the helm. In some businesses, a vice president of sales and marketing
oversees both the marketing and sales departments with a strong manager leading
each department.

50
51
Marketing Strategy

Marketing strategy is a set of objectives, policies and rules that leads the
company's marketing efforts. It is the marketing approach to accomplish the
bread objective of the marketing approach to accomplish the bread objective
of the marketing plan. The various process of marketing strategy is given
below.

1. Selecting largest markets segmentation

2. Positioning

3. Product

4. Price

5. Place

6. Promotion

7. Research and development

1. Market segmentation and selecting target market

It is an effort to increase a company's precision marketing. The starting point

of any segmentation discussion is mass marketing. In mass marketing, the
seller engaged in the mass production, mass distribution and mass promotion
of one product for all buyers. Market segment consists of a large identifiable
group within a market with similar wants, purchasing power geographical
location, buying attitudes or buying habits. It is an approach midway between
mass marketing and individual marketing.

52
2. Positioning: - The positioning is a creative exercise down with an existing

product. The well known products generally hold a distinctive position in

consumer's minds. The positioning requires that every tangible aspect of
product, price, place and promotion must support the chosen positioning
strategy. Company should develop a unique selling proposition (USP) for each
brand and stick to it, PPL consistently promotes it’s DAP fertilizer by Higher
yield at lower cost. As companies increase the number of claims for their
brand, they risk disbelief and a loss of clear positioning. In general a company
must avoid four major positioning errors. Those are under positioning over
positioning, confused positioning and doubtful positioning.

3. Product: - A product is any offering that can satisfy a need or want. The

major types of basic offerings are goods, services, experiences, events, places,
properties, organizations, information and ideas. The company gives more
importance in quality, packaging, services etc. to satisfy the customers. The
product has its life cycle. The product strategies are modified in different
stages of product lifecycle.

4. Price: - It is the most important aspect in company's point of view. Price of

the product will be decided by the company according to the competitor's

price.

5. Place: - This plays a major role in the entire marketing system. The

company emphasizes on its distribution network. Proper distribution network

gives proper availability of the product.

53
 .

Getting the right product to the right place at the right time involves the
distribution system. Distribution is the process of moving goods and services
to the places where they are wanted.

Channel Levels: The channel of distribution used by Britannia is:

Intensive Distribution: As biscuits need to reach the consumer at their nearest

locations this type of distribution channel is used. This type of distribution
helps when for products that are categorized by low involvement of the
customer and where customer looks for location convenience.

54
6.Promotion: - Promotion is the one of the major aspects in marketing
strategies. By adopting various promotional activities the company create
strong brand image. It also helps in increasing the brand awareness. It
includes advertising, sales promotions and public relations etc.

Advertising:
Britannia works in close partnership to promote its biscuits with retailers.
Promotion costs are shared with retailers. The more retailers sell - the more
Britannia is able to help them.

Britannia launches products that offer the company good returns,

supporting these through brand building and leveraging on its nationwide
supply chain. Brand building is an integral part of Britannia’s marketing
philosophy with continued promotions for its various brands creating loyal
customers in the process.

Good Day, "Richness is only one functional facet of Good Day. But there
is also a large emotional fact — that of spreading happiness. This became
the plank on which Good Day began to be advertised. Also with traditional
notions of health changing, rich foods are not necessarily looked at as
being unhealthy. "Good Day is full of nuts and is rich but it is also good for
health. So, they created the Swasth kao, tan man jagao (Eat healthy,
energize body and mind) campaign."

55
Sales promotion:
“Eat Britannia, Go for World Cup" was the theme adopted in 1999 .People
bought the biscuit packs and searched for the lucky scratch for flying to
England to see world Cup Cricket match. The sales bounced 37% high on
account of this strategy. The scheme came alive again during the world Cup
Match in 2002-2003 in South Africa.

“Lagaan - the super hit movie " brought fame to Britannia Biscuits also as
40000 buyers of Britannia Biscuit packs were invited to see and a small
lucky group to play the game with the movie Stars of Lagan. What a novel
way to promote a product - a perception in correct proportion indeed!!

Now, recently promotional strategies are "Jodi Banao" Offer & winning
ideas of the “Monmatano Britannia pran bhorano sharodiya” contest like
create a special flower arrangement for dashmi. Get all the women in your
street together and make a huge, elaborate face of durga with flowers.

Publicity: Britannia brand is advertised through hoardings on cricket

grounds, on highways, through image building exercises like donations etc.

7. Research and Development: - after testing, the new product manager

must develop a preliminary marketing strategy plan for introducing the
new product in to the market. The plan consists of three parts. The first
part describes the target market's size, structure and behavior. The second
part outlines the planned price, distribution strategy and marketing budget
for the first year. The third part of the development describes the long run
sales and profit goals and marketing mix strategy overtime.

56
Departmental Chart

57
Channel of Distribution

58
Pricing Policy

59
 RESEARCH MATHODOLOGY

CHAPTER PAGE
PARTICULAR
NO NO
4.1 Meaning of Research 58
4.2 Types of Research 59
4.3 Research Title or Research Problem 60
4.4 Research Objective 61
4.5 Data Collection Method 62
4.6 Sample Size 64
4.7 Data analysis & Interpretation 65
4.8 Conclusions 82
4..9 Suggestions 83
4.10 Bibleography & Webleography 84

60
 Meaning Of Research

Research in common patience refers to a search for knowledge. Once can

also define research as scientific and systematic search for Petri mate information
on a specific topic. In fact, research is an art of scientific investigation. The
advance learner’s dictionary of current English lays down the meaning of research
as “a careful investigation or inquiry especially through search for new fact in any
branch of knowledge.”

Research is an academic activity and as such the terms should be used in a

technical sense. According to Clifford woody “Research comprises defining &
redefining problems, formulating hypothesis or suggested solution, collecting,
organizing & evaluating data, marketing deductions & reaching conclusion and at
last carefully testing the conclusions to determine whether they fit the formulating
hypothesis.

There are main two types of research methodology:

 Quantitative research methodology

 Qualitative research methodology

61
 Types of Research

There are different types of research are available but few of them
are summarized as follow.

i. Exploratory Research
ii. Descriptive Research
iii. Casual Research
1. Exploratory Research:

It is primary study of unfamiliar problem about which a researcher has

no knowledge.

Ex. Social Media marketing helps in brand awareness.

2. Descriptive Research:

It is fact finding investigation which aim to describe the features of

individual situation or cases. It is a part what has happen for what is happening to
discover causes.

3. Casual Research:

It is used by marketer to find relationship between two variable in this

type of research market try to understand the effect of manipulating independent
variable on other dependent variable.

62
 Research Problem

A research problem is the situation that causes the researcher

to fill apprehensive, confused & till a tease. It is the demarcation of problem
area within certain context involving the who or what & where or when the
why of the problem situation.

The researcher problem should be started in such a way that it

would lead to analytical thinking on the part researcher with the aim of possible
concluding solutions on the started problem. Researcher problem can be started
in the form of either question or statement.

The research report is done on “MARKETING STRATEGY”

in marketing department of Britannia Biscuits.

63
 Research Objective

The purpose of research is to discover answer to questions through

the application of scientific procedures. The main aim of research is to find out
thetruthwhichishiddenandwhichhasnotbeendiscoveredasyet.Througheach
research study has its own specific purpose.

1) To gain familiarity with a phenomenon or to achieve new insights in to it.

2) To portray accurately the characteristics of a particular, individual, situation
or a group.
3) To determine the frequency with which something occurs or with which it is
associated with something else.
4) To test a hypothesis of a causal relationship between variables.

64
 Data Collection Method

Data collection method in detail are as under.

Primary
Method yy
of
DataCollection
Secondary

PRIMARY METHOD-

In primary data collection, you collect the data the yourself

usingqualitativemethods.Thekeypointhereisthatthedatayoucollectisunique to you
and your research and until you publish no one else has access to it.

There are methods of collecting primary data. The main methods includes……

Questionnaires

Interviews
Focus group interviews
Observation
Case-studies
Science experiments

Primary research is begin done through questionnaire.

65
 SECONDARY METHOD-

These is already available i.e. they refer to the data which have
already been collected and analyzed by someone else. It may be either published
or unpublished data. Research must be very careful in using this data available may
be sometimes unsuitable.

SOURCE OF DATA-

Publication of central, state and local government.

Technical and trade journals.

Books, magazines and newspapers.
Reports and publication of industry, bank, stock exchange.

Public records.

Secondary data is being taken is form of magazines.

RESEARCH INSTRUMENT

Questionnaire (structured), close ended

SAMPLE UNIT

General People

66
 SAMPLE SIZE

Sampling is a part of statically practices concern with the selection

of subset of individual observation within the population of individual
intended to yield some knowledge about the population of concern, especially
for the purpose of making prediction based on statistically inference.

67
 Data Analysis & Interpretation

Randomly, 50 people are selected for the data analysis

& interpretation.

1. Name:

2. Gender :
Male Female

GENDER PEOPLE
Male 31
Female 19

Interpretation: The above pie chart depicts that the main consumers are male
i.e.62% and female consumers are 38%.

68
 3. Age group:
0 - 15 30 –40
15 -30 40 -50

AGE PEOPLE
0 – 15 01
15 – 30 38
30 – 40 08
40 - 50 03

Interpretation: The above pie chart depicts that the main consumers are aged
between 15- 30 years.

69
 4. Annual Income :
0 – 1,00,000 2 ,00,000-3,00,000
1,00,000-2,00,000 3,00,000-4,00,000

ANNUAL INCOME PEOPLE

0 – 1 Lakh 22
01 – 02 Lakh 08
02 – 03 Lakh 08
03 - 04 Lakh 12

Interpretation: The above pie chart depicts that the 44% people have
income between 0-1 lakh and 16% people have income between 1-2
lakh and 16 % people have income between 2-3 lakh and 24% people
have income between 3-4 lakh.
70
71
 5. Occupation :
Student Business
Service Home Maker

OCCUPATION PEOPLE
Student 28
Service 06
Business 14
Home Maker 02

Interpretation: The above bar graph shows that students are the main
customers of the company.

72
 6. How often do you use Britannia products ?
Very often Rarely
Sometimes Never

PARTICULAR PEOPLE
Very often 17
Sometimes 20
Rarely 10
Never 03

Interpretation: The above information shows that Britannia’s products are used
by customers on a regular basis.

73
 7. If not Britannia, which other company’s products you like
The most ?
Parle ITC sunfeast
Priyagold Others

PARTICULAR PEOPLE
Parle 19
Priyagold 13
ITC Sunfeast 13
Others 05

Interpretation: The above information shows that if not Britannia’s

Products most people like Parle’s product.The main competitor of Britannia
is Parle

74
75
 8. Which Britannia product do you prefer the most ?
Biscuit Cakes
Bread Dairy products

PRODUCT NAME PEOPLE

Biscuits 26
Bread 15
Cakes 06
Dairy Products 03

Interpretation: The biscuits are the main products used by the customers
among all the products offered by Britannia.
71
 How do you get to know about the Britannia products ?

Magazines News paper

T.V. Word of mouth
Other

PARTICULAR PEOPLE
Magazines 08
News Paper 14
T.V. 17
Word Of Mouth 08
Other 03

Interpretation: The main mode of advertisement is T.V. Majority of the

respondents get to know about the products through television.
72
 10.What do you think about the price charged by Britannia
is fair ?
Yes
No

OPINION PEOPLE
Yes 42
No 08

Interpretation: Majority of the respondents feel that the products are fairly
priced.

73
 11.Are you satisfied with the range of products offered by Britannia ?
Yes
No

PARTICUAR PEOPLE
Yes 39
No 11

Interpretation: The respondents were satisfied with the range of products

offered by Britannia.

74
 12. Does the packaging of the Britannia influence you to buy
the product ?
Yes
No

PARTICULAR PEOPLE
Male 38
Female 12

Interpretation: The above information makes it clear that packaging place a

very important role in the buying behavior.

75
 13.From where do you buy Britannia product ?
Grocery stores Organized Retail store
Roadside vendors Others

PLACE PEOPLE
Grocery Stores 12
Roadside Vendors 10
Organized Retail Store 22
Others 06

Interpretation: The above information shows that most of the people

buy Britannia products from organized retail stores.

76
 14.Does the discount offered on the products, influences your
decision to buy?
Yes
No

PARTICUAR PEOPLE
Yes 40
No 10

Interpretation: The above information shows that discounts play an important

role in the buying decision.

77
 15. How do you rate the advertisement of Britannia?
Least 1 2 3 4 5 Most
OCCUPATION PEOPLE
1 01
2 03
3 08
4 15
5 23

Interpretation: The above information shows that most of the people

rate 5 to the advertisements of Britannia.

78
 16.Which Britannia products do you consume more?
Good Day Born Born
50 - 50 Top
Nutri Choice

PRODUCT NAME PEOPLE

Good Day 17
Born Born 12
50 – 50 09
Top 07
Nutri Choice 05

Interpretation: The above information shows that consumers consume

79
Good day among various Britannia Products.

80
 17. Main reason for purchasing Britannia products?
Quaity Affordable Price
Availabiity Nutrition Value

REASON PEOPLE
Quality 24
Affordable Price 06
Availability 06
Nutrition Value 14

Interpretation: The above information shows that the main reason

for purchasing Britannia Products is quality of the product.

81
 18. Do you satisfy with the product of the Britannia?
Yes
No

PARTICULAR PEOPLE
Yes 47
No 03

Interpretation: The above information shows that most of the consumers

are satisfied by the product of Britannia.

82
 Conclusion of Study

1. The main consumers of Britannia’s products are between the age group of 0-
30years

2. Students are the main customers of Britannia

3. Britannia is the most popular brand among its competitors followed by Parle

4. The television medium is the most important part of the advertising

5. Most customers feel that the products are fairly priced

6. The consumers are satisfied with range of the offered by Britannia

7. Britannia has developed a brand name for itself and consumers are happy

with the quality and taste of its products

8. The main channel through which the products are sold these days are the

large scale retail stores

9. Discount place an important in the buying behavior of the consumers

83
 Suggestions

 Major sales of Britannia are due to its biscuits so it should focus on creating
a good market share for its other products as well.

 Britannia should try and make certain products which attracts middle age
groups as well.

 Consumers are diet conscious in India so Britannia should introduce more

sugar free products to attract consumers.

 Marketing team should try to increase the availability of Britannia in rural

areas.

 Company must make strategy to fight local confectioneries.

 Since customer’s expectations of this brand is high, company should take

feedbacks from the customers. It will increase the loyalty of customers
towards this brand.

 Company representatives should visit the retailers and should make a long
term relationship with the retailer so that they can push the product.

84
 BIBLEOGRAPHY

 Kotler Philip, Marketing Management , 13th edition , 2009,PearsonEducation

 Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing

House Pvt. Ltd, New Delhi.

85
 WEBLEOGRAPHY

 http://www.britannia.co.in/companyoverview_overview.html

 http://www.britannia.co.in/investerzone_bonus_financial.html

 http://www.britannia.co.in/overseas.html

 http://www.britannia.co.in/overview.html

86
ANNEXTURE

QUESTIONNAIRE

1. Name:

2. Gender :
Male Female

3. Age group:
0 - 15 30 –40
15 -30 40 -60

4. Annual Income :
0 – 1,00,000 2 ,00,000-3,00,000
1,00,000-2,00,000 3,00,000-4,00,000

5. Occupation :
Student Business
Service Home Maker

6. How often do you use Britannia products ?

Very often Rarely
Sometimes Never

87
7. If not Britannia, which other company’s products you like
the most ?
Parle ITC sunfeast
Priyagold Others

8. Which Britannia product do you prefer the most ?

Biscuit Cakes
Bread Dairy products

9. How do you get to know about the Britannia products ?

Magazines News paper
T.V. Word of mouth
Other

10.What do you think about the price charged by Britannia

is fair ?
Yes
No

11.Are you satisfied with the range of products offered by Britannia ?

Yes
No

12.Does the packaging of the Britannia influence you to buy

the product ?
88
 Yes
No

13.From where do you buy Britannia products ?

Grocery stores Organized Retail store
Roadside vendors Others

14.Does the discount offered on the products, influences your

decision to buy ?
Yes
No

15.How do you rate the advertisement of Britannia ?

Least 1 2 3 4 5 Most

16.Which Britannia products do you consume more ?

Good Day Born Born
50 - 50 Top
Nutri Choice

17.Main reason for purchasing Britannia products ?

Quaity Affordable Price
Availabiity Nutrition Value

18.Do you satisfy with the product of the Britannia ?

Yes
No
89