Project

Report-I on
BRITANNIA BISCUITS-MARKETING STRATEGY

Submitted in Partial Fulfillment of the requirement for the

Award of the Degree of
Bachelor in Business Administration (General)

Submitted To: Dr. Parul Deshwal Submitted By: Aditya Singh

(Assistant Professor)

BATCH 2023-2026
DEPARTMENT OF BUSINESS ADMINISTRATION

Maharaja Surajmal Institute

Recognized by UGC u/s 2(f), NAAC Accredited ‘A’ Grade
Affiliated to Guru Gobind Singh Indraprastha
University,Delhi C-4, Janakpuri, New Delhi-110058

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 Certificate

I, Ms. Bhuvi Minocha , Roll No. 11914901723 certify that the Minor
Project Report (Paper Code :114) entitled “Comparative Analysis
between Zara and H&M” 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.

Signature of the Student

This is to certify that Project Report entitled “Comparative Analysis between

Zara and H&M” which is submitted by Bhuvi Minocha in partial fulfillment of
the requirement for the award of degree Bachelor in Business Administration
(General) to Maharaja Surajmal Institute Affiliated to Guru Gobind Singh
Indraprastha University, C-4, Janakpuri, New Delhi-110058 is a record of the
candidate own work carried out by him under my supervision. The matter
embodied in this report is original and has not been submitted for the award of
any other degree.

Signature of the Guide

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Name of the Guide: Dr. Parul Deshwal
Designation: Assistant Professor

ACKNOWLEDGEMENT

With an overwhelming sense of gratitude, I acknowledge that the valuable

guidance and consistent encouragement by our knowledgeable faculty members
with whose guidance, I am able to accomplish this endeavour, their constant
support and technical acumen with many years of experience has provided me with
crucial inputs at a critical stage.

I am specially thankful and grateful to my project guide who motivated and

encouraged me in completing the project and helped me in guiding about key areas.

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TABLE OF CONTENTS

CHAPTER-1 INTRODUCTION Page No.

1.2 Overview of industry as a whole 1

1.2 Profile of the organization 2-25

1.3 Competition information 26-27

1.4 SWOT analysis of the organization 28

CHAPTER -2 Research Methodology

2.1 OBJECTIVE 31

2.2 SCOPE OF THE STUDY 31

2.3 METHODOLOGY 32-34

2.4 LIMITATIONS 35

CHAPTER -3 Conceptual discussions 36-42

CHAPTER -4 Data Analysis 43-55

CHAPTER -5 Conclusions & Recommendations 56-57

Bibliography

Annexure

Attendance Sheet

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 CHAPTER 1
INTRODUCTION

1.1 INDUSTRY OVERVIEW

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.

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 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.

2.1 OBJECTIVES

 To analyze the Marketing Strategies adopted by BRITTANIA

 To understand the Brand performance of all BRITTANIA products.

 To study the Sources of Brand equity of BRITTANIA like Brand awareness, Brand

Image.

2.2 SCOPE OF THE STUDY

The scope of the project is to analyze the marketing strategies of Britannia and to
understand the market share and growth of coca cola company in India and also in
other countries. We can understand the competitors as well as about the product
offered by Britannia. The strengths and weaknesses of Britannia company is displayed
in this project.

Britannia’s mission and values which it wants to achieve in the coming years can be
easily analyzed through this project. This Project also focuses on the objectives such
as marketing mix and positioning of the products of the company.

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2.3 METHODOLOGY

Research methodology is considered as the nerve of the project. Without a proper well-
organized research plan, it is impossible to complete the project and reach to any conclusion.
The project was based on the survey plan. The main objective of survey was to collect
appropriate data, which work as a base for drawing conclusion and getting result.

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

Research design:

Research design is important primarily because of the increased complexity in the market as well
as marketing approaches available to the researchers. In fact, it is the key to the evolution of
successful marketing strategies and programmers. It is an important tool to study buyer’s
behavior, consumption pattern, brand loyalty, and focus market changes. A research design
specifies the methods and procedures for conducting a particular study. According to Kerlinger,
“Research Design is a plan, conceptual structure, and strategy of investigation conceived as to
obtain answers to research questions and to control variance.

Data collection methods:

 Data can be obtained from primary or secondary sources. Primary data refer to information
obtained by the researcher on the variables of interest for specific purpose of the study.
Secondary data refer to information gathered from sources already existing, while discussing
literature survey. Some of the examples of secondary data are company records or archives,
government publications, industry analysis offered by the media, websites, the Internet, and so
on. In some cases, the environment or particular settings and events may themselves be sources

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 of data, as for example, studying the layout of a plant. Considering the research problem and
research methods defined, only secondary data was collected in this research.

 Secondary Data – Secondary data are indispensible for most organizational research.
Secondary data refer to information gathered by someone other than the researcher conducting
the current study. Such data can be internal or external to the organization and accessed
through the internet or perusal of recorded or published information. Secondary data can be
used, among other things, for forecasting sales by constructing models based on past sales
figures, and through extrapolation. There are several sources of secondary data, including books
and priodicals, Govt. publications of economic indicators, census data, statistical abstracts, and
data bases the media, annual reports of companies, etc. Case studies and other archival records
sources of secondary data provide a lot of information for research and problem solving. Such
data are, as we have seen, mostly qualitative in nature. Also included in secondary sources are
schedules maintained for or by key personnel in organizations, the desk calendar or executive,
and speeches delivered by them. Much of such internal data, though, could be proprietary and
not accessible to all.

 The advantage of seeking secondary data sources is savings in time and costs of acquiring
information. However secondary data as the sole source of information as the drawback of
becoming obsolete, and not meeting the specific needs of a particular situation or setting.
Hence, it is important to refer to sources that offer current and up to date information.

 Secondary data in this research was collected through various forms, company’s profile, websites
and various literature studies.

1.4 LIMITATIONS

 The secondary data collected might consist of manipulations, which might have given
bias in the result.

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 The lack of experience in preparing the project report.

 Lack of time for completion of the project.

CHAPTER 2

RESEARCH
METHODOLOGY

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1.2 PROFILE OF THE ORGANISATION

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 current Britannia 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,

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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 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 famous for its
Britannia and Tiger brands of biscuit, which are highly recognized throughout the
country.

The company has an extensive portfolio of top selling food brands. Britannia produces
and distributes premium brands such as 50:50, Good Day, Little Hearts, Milk Bikis,
MarieGold, Maska Chaska, NutriChoice, Pure Magic, Treat, and Tiger. A strong brand
portfolio facilitates customer recall and enhances Britannia’s market penetration
capabilities.

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.

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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 per cent) and cakes (2 per
cent). 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 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 organised 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

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Strategic Food International Co. LLC and Oman based Al Sallan Food Industries Co
SAOG. The two companies are key regional players in the biscuits, wafers and cookies
segment in the GCC markets and export their products across the world.

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

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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 HISTORY OF BRITANNIA

 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 gas ovens

 1939 - 44

o Sales rise exponentially to Rs.16,27,202 in 1939

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

 1975

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

 1978

o Public issue - Indian shareholding crosses 60%

 1979

o Re-christened Britannia Industries Ltd. (BIL)

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 1983

o Sales cross Rs.100 crore

 1989
o The Executive Office relocated to Bangalore

 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

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 s"Britannia Khao World Cup Jao" - a major success! Profit up by 37%

 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

 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.

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 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

 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'.

Founders

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Dr. N Balasubramanian

Dr K.B Chandrashekhar

Mr. Arjun Malhotra

Prof. Jagdish Sheth

Dr. Sridhar Mitta

BOARD OF DIRECTORS

Name Designation
Mr. Nusli Neville
Chairman
Wadia
Ms. Vinita Bali Managing Director
Mr. A.K.Hirjee Director
Dr. Ajai Puri Director
Mr. Avijit Deb Director
Mr. Jeh N Wadia Director
Mr. Keki Dadiseth Director
Mr. Nimesh N
Director
Kampani
Mr. Pratap Khanna Director

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Mr. S.S.Kelkar Director

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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!

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!

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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"

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.

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 Tiger Coconut: Delicious Coconut Flavored Energy Biscuits, launched in 2001

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

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Page 17
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. 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 of life.

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Good Day truly believes laughter and happiness are infectious, it transcends race, caste
creed unifying humanity in an inclusive emotion.

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 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 brownie points!

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50 -50

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.

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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 Time Biscuit'. 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.

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 nutrition regimen.

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 promoted the idea of
'eating milk' in a yummy way, which makes mothers happy as well.

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To keep pace with the demands of the new generation and to bring milk nutrition to the
masses in a delightful form, Milk Bikis, went one step further in the last quarter of 2006
in providing not just energy but ‘developmental fuel’ for children. With a unique and
attractive honeycomb design and an enhanced product experience, the new biscuit is now
fortified with SMART NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid
mental and physical development in growing kids.

NUTRICHOICE

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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 aid digestion
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.

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 been introduced 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.

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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- related ailments.

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.

NutriChoice 5 Grain

Most consumers believe that to in order to stay healthy one needs to make certain
compromises on some good things in life. Whether it is missing that extra hour of sleep
over early morning exercise, or eating unappetizing foods over that extra oil-dripping
samosa. At the same time most of us agree that good nutrition cannot come from one kind
of food alone, but from a healthy combination / assortment of several healthy ingredients
put together. Britannia NutriChoice 5 Grain Biscuits are a perfect answer to those looking
for healthy eating options without as much making a compromise on taste, or
convenience, or health.

Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen healthy
cereals (Oats that help reduce bad cholesterol, Corn which promotes heart health, Ragi a
good source of both Calcium as well as Fiber, Rice low in fat, and Wheat that provides
wholesome energy). These biscuits are delicately sweetened with natural honey, and come
in a unique large oval shape. It is this large size and the healthy combination of the
ingredients that make it an ideal hunger buster for those in-between meals time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket
meals packs, so that one is never far away from pacifying hunger on the move. So
whenever you miss your breakfast, or succumb to those unhealthy evening snacks, you
can relish the goodness of health with Britannia NutriChoice 5 Grain biscuits.

NutriChoice Classic Lite Cracker - NutriChoice Crackers have for long been the
healthy choice of the discerning consumer. The popular NutriChoice Cream Cracker has

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been improved to make it crispier and tastier and been rechristened as Nutrichoice Classic
Lite Cracker.

NutriChoice Nature Spice Cracker - Now there is more choice for the discerning
cracker consumer. NutriChoice Nature Spice Crackers are delicately sprinkled with the
goodness of Ajwain and Jeera. Ajwain s benefit with good digestion is legendary, while
each one of us relishes the taste of Jeera. In addition 0% Sugar is added to these biscuits
which deliver the health promise that Nutrichoice is known for.

NutriChoice Crackers are made by using a special FRESH BAKE TECHNOLOGY,

which ensures that they are completely free from Cholesterol, harmful Transfats, artificial
preservatives, colors and flavors. They come in an international metalized packaging,
which ensures that the biscuits retain maximum freshness till the time they are opened.

TIME PASS

Before Time pass, Britannia's offering in the salted cracker category was Snacks.
Launched in 1999, Snacks was promoted as a tastier base for toppings through edgy
advertising.

Then in late 2000, supported by aggressive advertising that featured the brand as a perfect
partner for time pass moments, Britannia Time pass was launched.

The brand quickly became a leader in Britannia's portfolio and, consequently, Snacks was
revamped as a lighter product and renamed Britannia Time pass Classic Salted. To further
the franchise of the Time pass brand, a variant 'Nimkee' was introduced in the Eastern
market in April 2003, and then taken nationwide after a favorable response. Judging by its
history, the resounding success of Britannia Time pass will continue to grow.

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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 called Little 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.

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NICE TIME

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.

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.

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

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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 orange flavors.

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 is aptly “Enliven your spirits
with Britannia rusks

GIFTS

Britannia brings you 'Shubh Kaamnayein' converting little moments of the festive season into
delightful memories

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

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.

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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.

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)

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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)

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1.3 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.

BRITANNIA 34.8%

PARLE-G 31.9%

ITC 8.6%

SURYA FOODS 8%

ANMOL BAKERS 4.2%

OTHERS 15.6%

When we compared with other businesses then we follow the quality, price, distribution system,
promotional strategy etc. of the competitors Britannia in this area is doing well. So this is the
comparison with other biscuits brands. According to our findings we found that BRITANNIA is the
market leader.

PARLE

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Parle Products has been India's largest manufacturer of biscuits and confectionery for
almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other
very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a
reach spanning even to the remotest villages of India, the company has definitely come a
very long way since its inception.

Many of the Parle products - biscuits or confectioneries, are market leaders in their
category and have won acclaim at the Monde Selection, since 1971. With a 32% share of
the total biscuit market and a 15% share of the total confectionary market in India, Parle
has grown to become a multi-million dollar company. While to the consumers it's a
beacon of faith and trust, competitors look upon Parle as an example of marketing
brilliance.

ITC

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 In July 2003, ITC forayed into the Biscuits market with
the Sunfeast range of Glucose, Marie and Cream Biscuits.
Sunfeast’s brand essence, "Spread the Smile" connotes
happiness, contentment,satisfaction and pleasure. The
mascot Sunny reinforces the emotional aspects of the brand. In a
span of 6 years Sunfeast has launched many new varieties and
has its presence in almost all types of biscuit categories.

1.4 SWOT ANALYSIS OF THE ORGANISATION

Strength Weakness

 Fulfill one of our Basic Requirement  Decreases nutritional value

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among Air , Water , Food, Shelter  Increases the cost of food product
 Widely accepted in all Generations  Industry and technology requires high
 Easily available in various forms investment
CHAPTER 3
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 CONCEPTUAL
DISCUSSION

MARKET & MARKETING STRATEGY

Marketing

Marketing is a societal process by which individuals and groups obtain what they need
and want through creating, offering and freely exchanging products and services of value
with others or otherwise it is the process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods, services to create exchanges that
satisfy individual and organizational goals.

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

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2. Positioning

3. Product

4. Price

5. Place

6. Promotion

7. Research and development

8. Marketing research

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. Through this the
choice of distribution channels and communication channels become much easier. The
researchers try to form segments by looking at consumer characteristics; geographic,
demographic, and psychographic. After segmenting the market then target market
selected.

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

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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 life cycle.

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.

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.

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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 facet — 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
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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."

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
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budget for the first year. The third part of the development describes the long run sales
and profit goals and marketing mix strategy over time.

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MARKETING MIX

Product Price Promotion Place

Product List price Sales Channels

variety promotion

Quality Discounts Advertising Coverage

Design Allowances Sales forces Assortments

Features Payment Public relation Locations

period

Brand Credit Direct Inventory

name terms marketing

Packaging Transport

Sizes

Services

Warranties

Returns

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CHAPTER 4
DATA ANALYSIS

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1. WHAT IS YOUR AGE GROUP?

Interpretation: The above pie chart depicts that the main consumers are aged between 0-
30 years.

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2. WHAT IS YOUR OCCUPATION?

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

3. HOW OFTEN DO YOU USE BRITANNIA PRODUCTS?

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

4. IF NOT BRITANNIA WHICH OTHER COMPANY’S PRODUCTS YOU LIKE THE

MOST?

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Interpretation: The main competitor of Britannia is Parle.

5. WHICH BRITANNIA PRODUCT DO YOU PREFER THE MOST?

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Interpretation: The biscuits are the main products used by the customers among all the
products offered by Britannia.

6. HOW DO YOU GET TO KNOW ABOUT THE BRITANNIA PRODUCTS?

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Interpretation: The main mode of advertisement is T.V. Majority of the respondents get
to know about the products through television.

7. WHAT DO YOU THINK ABOUT THE PRICE CHARGED BY BRITANNIA?

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

8. ARE YOU SATISFIED WITH THE RANGE OF THE PRODUCTS OFFERED BY

BRITANNIA?

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Interpretation: The respondents were satisfied with the range of products offered by
Britannia.

9. DOES THE PACKAGING OF THE BRITANNIA PRODUCT INFLUENCE YOUR

PURCHASE?

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Interpretation: The above information makes it clear that packaging place a very
important role in the buying behavior.

10. WHAT ATTRACTS YOU THE MOST IN BRITANNIA PRODUCTS?

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Interpretation: The above pie chart shows that the respondents chose Britannia for its
taste and quality.

11. WHERE DO YOU BUY BRITANNIA PRODUCTS FROM?

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Interpretation: Majority of the consumers buy the products from organized retail stores.

12. DOES THE DISCOUNT OFFERED ON THE PRODUCTS INFLUENCES YOUR

DECISIONS TO BUY?

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Interpretation: The above information shows that discounts play an important role in the
buying decision.

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 CHAPTER 5
CONCLUSION
AND
SUGGESTIONS

CONCLUSIONS

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

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

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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

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 attract the 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.

BIBLIOGRAPHY
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 REFERENCE BOOKS:-

 Kotler Philip, Marketing Management , 13th edition , 2009,Pearson Education

 Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing House
Pvt. Ltd, New Delhi.

 Chabbra, T.N ,Marketing Management, 5th edition, 2009,

WEB:-

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

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

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

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

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ANNEXTURE

QUESTIONNAIRE

1. WHAT IS YOUR AGE GROUP?

a. 0-15 YRS b. 15-30 YRS c. 30-50 YRS d. 50 YRS+

2. WHAT IS YOUR OCCUPATION?

a. STUDENT b. SERVICE c. BUSINESS d. HOUSEMAKER
e. OTHER (please specify………………………)

3. HOW OFTEN DO YOU USE BRITANNIA PRODUCTS?

a. VERY OFTEN b. SOMETIMES c. RARELY d. NEVER

4. IF NOT BRITANNIA WHICH OTHER COMPANY’S PRODUCTS YOU LIKE THE MOST?
a. PARLE b. PRIYAGOLD c. ITC SUNFEAST
d. OTHER (please specify…………......................)

5. WHICH BRITANNIA PRODUCT DO YOU PREFER THE MOST?

a. BISCUITS b. BREAD c. CAKES d. DAIRY PRODUCTS
(CHEESE/CURD)

6. HOW DO YOU GET TO KNOW ABOUT THE BRITANNIA PRODUCTS?

a. MAGAZINES b. NEWSPAPERS c. T.V d. WORD OF MOUTH
e. OTHER (please specify……………………....)

7. WHAT DO YOU THINK ABOUT THE PRICE CHARGED BY BRITANNIA?

a. OVERPRICED b. UNDERPRICED c. FAIRLY PRICED

8. ARE YOU SATISFIED WITH THE RANGE OF THE PRODUCTS OFFERED BY

BRITANNIA?
a. YES b. NO

9. DOES THE PACKAGING OF THE BRITANNIA PRODUCT INFLUENCE YOUR

PURCHASE?
a. YES b. NO

10. WHAT ATTRACTS YOU THE MOST IN BRITANNIA PRODUCTS?

a. BRAND NAME b. TASTE & QUALITY c. PRODUCTS OFFERED
d. PRICE e. OTHER (please specify……………………..)

11. WHERE DO YOU BUY BRITANNIA PRODUCTS FROM?

a. GROCERY STORES b. ROADSIDE VENDORS c. ORGANISED RETAIL STORES

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d. OTHER (please specify……………………..)

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES

ATTENDANCE FOR PROJECT REPORT

Name of the student : Nishit Anand

Class : BBA (G) Morning

Roll No. : 03814701710

Name of the Supervisor :

S. Date Time Progress Signature Signature

No. Report of the of
student Supervisor

10

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*Minimum (8 out of 10) 80% attendance compulsory.

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