Вы находитесь на странице: 1из 7

PROFILE OF BISCUIT INDUSTRY In India the biscuit industry started in the middle of the 19th century.

In 1887, the first bakery was set up in India. There were four factories during Second World War. The Second World War helped the industry to prosper with an increase for its products both for military and civilian consumption. After the Second World War the biscuit production in India increased rapidly. Now there are more than 31 units in the organized sectors but also there are maybe small- scale sectors involved in biscuit productions. Biscuit making is made adaptable to small-scale units because of the simple manufacturing process, easy availability of raw materials and the low cost involved in its production. The ingredients that go in its production are wheat flour, sugar, leavening agents, permitted emulsifier, flavor and dough conditioners. A survey conducted by the Institute of Industry and Market Research in New Delhi, indicated that during 1973-1974 there were about 180 units, manufacturing biscuits in the factory sector and about 3000 units in the family sector. By now it should be twice the figure. The well-known companies which produce biscuits are: AUROFOODS (TRUE) BAKEMANS BRITANNIA INDUSTRIES LIMITED KELLOGS KWALITY NUTRINE (SARA LEE) PARLE SMITHKLINE BEECHAM EXPORT PERFORMANCE India exports biscuits to the Middle East, African and other neighboring countries. There is stiff competition from European countries. U.K. has been the major competitor as far as India in concerned. IMPORT PERFORMANCE Import of biscuits by general trade has been discontinued since years. However some quantity of biscuits are imported only by military and for other special purpose. The major countries from which these are imported are West Germany, Netherlands and U.S.A. COMPANY PROFILE Britannia Industries Limited has deep rooted its name firmly in each and everyones mind and heart, the company deals with producing wide range of biscuits, cakes, dairy products and snacks. The corporate identity Eat Healthy, Think Better proves its quality. A humble beginning was made to manufacture biscuits in a small house in central Calcutta with an investment of Rs. 295. In the year 1918 Gupta Brothers took Mr.C.H.Holmes, an English businessman in Calcutta, as a partner. The Britannia Biscuit Company Limited (BBCo.) was registered on March 21, 1918 and brand name Britannia was launched. In the year 1979 they changed the company name as Britannia Industries Limited (BIL). In 1968 BIL celebrated Golden Jubilee and in 1992 BIL celebrated its Platinum Jubilee. During the World Cup of Cricket 99, The single biggest promotion ever in Indian marketing history was undertaken by BIL. BIL is given ISO 9002 for its quality production. BIL have reduced their exports. They export only biscuits to Russia and other African countries. In 1998, companys sales were Rs.1000 crores. Britannia now produces over 1,00,000 tones of biscuits every year and over 60,000 tones of bread and cake, with 4 production units, over 5800 employees and 21 franchise manufacturers, and of course an excellent distribution network of more than 34 warehouse and more than 2,00,000 retail outlets. BIL produces 28 brands of bakery biscuits, breads, 8 varieties of cakes, 5 brands of dairy products and 8 brands of snacking. In 1977, the Government reserved the industry for small-scale sector, which constrained

Britannia's growth. Britannia adopted a strategy of engaging contract packers (CP) in the smallscale sector. This led to several inefficiencies at the operating level. In April 97, the Government de reserved the biscuit sector from small scale. Britannia has expanded captive manufacturing facilities and has modernized and upgraded its facilities in the last five years. It has also forayed into the Dairy Business with the launch of Cheese, Butter, Ghee, Dairy whitener and flavored milk products. PRODUCT PROFILE Bourbon cream Brita Checkers Elaichi cream Orange cream Pineapple cream Fifty Fifty Good day (Butter, Cashew, Pista Badam, Coconut Crunchees) Jacobs thin Jim Jam Little Hearts Mango cream Marigold Milk Bikies Milk Bikies Milk Cream Milk Bikies Fun land Nice Time Nutri Choice (Cream Cracker, Digestive, Thinlite) Tiger Good day-butter Good day -cashew Good day -Pista Badam Good day- Coconut Crunchees Good day choco nut OBJECTIVES OF THE STUDY PRIMARY OBJECTIVE 1. To find the consumer buyer behaviour of Britannia Marie Gold biscuits. SECONDARY OBJECTIVE: The secondary objective of the study is given as follows: To identify the awareness about Britannia Marie Gold biscuits available in the market. To find the reason for buying the biscuit & their opinion about the Britannia Marie Gold Biscuits. To identify the satisfaction level of the various factors of Marie Gold biscuits. To know the pack size preferred by the consumers.

SCOPE OF THE STUDY The study is conducted towards customers at Chennai City. To know their preferable taste in Marie biscuits To know the level of awareness about the various brands of Marie biscuits and also about the choice and frequency of preference of Marie biscuits. To know the satisfaction level of perception regarding the quality of various Marie biscuits. To know the problems in identifying the Marie biscuits in the shop. REVIEW OF LITERATURE The purpose of services of literature is to find out similar situational variables and their appropriateness that is situated for present day situation. It also indicates various attitude of dealer with regard to other similar products. In order to make more relevant the review of literatures from both Indian and Foreign Studies been reviewed. CREATING NEW MARKET SPACE According to Macborgne Renel er-al, in his article entitled Creating New Market Space most companies focus on marketing and beating their rivals. As a result their strategies tend to take on similar dimensions. The authors say innovative company breaks free from competitions by staking out fundamentally new market space that is by creating products services for which there are no competitions. According to the managers, they must look not only across the conventional boundaries but also the territory that represent real value on innovations. MARKETING MIX According to Adriyan Payan, The marketing mix concept is a well-established tool used as a structured by marketers. It consists of the various elements of a marketing programme which need to be considered in order to successfully implement the marketing strategy and positioning in the companys marketers. Traditionally, most marketers have considered four basic elements of a marketing mix: product, price, promotion and place. But as for as concerned product, price, promotion are taken into consideration, regarding project. PRODUCT According to Harsh V. Verma,, the term the product generally conjures up the vision a car, a pen, a racquet or anything that is tangible. It is very rarely that one thinks of product in a service firm, for service business is an inward-looking, activity-based classification. A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, person, places organization and ideas. Product definition has an implicit reference to a market and a need. The physical character of goods is useful in convincing the market that the said product is capable of satisfying a need and is superior to competition. A product generally, has four levels, viz, generic, expected, augmented and potential. 1. The Generic Product: It refers to the rudimentary substantive thing. It is the product at its basic level. 2. The Expected Product: It refers to the customers minimum set of expectation from an expectations from a product. 3.The Augmented Product: It refers to offerings in addition to what the customer expects. 4.The Potential Product: It refers to doing everything potentially feasible to hold and attract the customer.

PRICE Price is the most important thing for the product. Generally for any type of price fixing the manufactures has to aware of his production cost and adds some margin to that production cost they can fire the prices. Price = Cost of the Production + Margin [Equation 1.1] PRICING Pricing plays a pivotal part in the marketing mix because pricing attacks revenues to the business. Pricing decisions are important in determining the value for the customer and play a role in the building of an image for the service. Price also gives apperception of quality. Pricing decisions are generally taken by adding a percentage mark up on cost. Service firms, at least within deregulated markets, need to use pricing more strategically to help gain competitive advantage. Pricing decisions will affect the channel members including suppliers, sales people, distributors, competitors and customers. Pricing has some objectives like, Survival Profit maximization Sales maximization Prestige Return on investment PRICING METHODS Pricing has some methods, they are as fallows. i)Cost-plus pricing: Here, a specific percentage mark up is sought. ii)Rate of return pricing: Here, the firm wants to achieve a given rate of return on investment or assets. This is sometime called target return pricing. iii)Competitive parity pricing: Here, the price is determined considering the Competitive prices in the market. iv)Loss leading pricing: Here, the price is set on a short term basis, to establish a position in the market or to provide an opportunity. v)Value-based pricing: Here, the price is determined on the services perceived Value to a given customer segment. vi)Relationship pricing: Here, the price is determined on consideration of future potential profit streams over the lifetime of customers. PROMOTION IMPORTANCE OF PROMOTION The marketing mix activities of product planning, pricing and distribution are performed mainly with in the organization or between the organization and its marketing partners. However with promotional activities the firm communicates directly with potential customers. Promotion is the element in an organization marketing mix that served to inform persuade and remained the market of the organization and its products. Basically promotion is an attempt to influence whether a particular promotional activity is designed to inform pursued or remained the ultimate objective is to Influence the recipient feelings beliefs or behaviors. In our socio economic system this is not only acceptable. It is essential one of the attributes of a free society is the right of use combination as a tool of influence. PROMOTIONAL METHODS The promotional mix is the combination of personal selling advertising, sales, promotion, publicity and public relations that helps an organization achieve its marketing objectives. These five methods of promotion defined as follows. PERSONAL SELLING: Personal selling is the presentation of a product to a prospective customer by a representative of the selling organization. Across all business more money is spent on personal selling than any other form of promotion.

ADVERTISING: 18Advertising is any paid form of impersonal mass communication in which the sponsor is clearly identified. The common forms are broad cost and print media using. SALES PROMOTION: Sales promotion is designed to supplement advertising and co-ordinate personal selling includes sales promotion are screen activities as contents for sales people and consumers trade shows in store displays, samples. Sales promotion is one of the most commonly used in the marketing vocabulary. We define sales promotional activities that are intended to stimulate customers demand and improve the marketing performance of sellers. Sales promotion includes coupons, premiums, displays and samples. Sales promotion activities may be conducted by producers or middlemen. The target for producers sales promoters may be middleman or end users-house holds. Business or the producers own sales force middleman direct sales promotion at his sales people or prospects further down the channel of distribution. Sales promotion is different form advertising and personal selling. But all these activities often are interacted. In fact a major function of sales promotion is to serve as bridge advertising and personal selling to supplement and co-ordinate efforts on these two areas. Recently sales promotion has been fastest growing method of promotion with rupees being shifted from advertising total annual expenditures for sales promotion are estimated to parallel or even exceed those for advertising. Sales promotion is also being integrated into the total marketing strategy. In many firms, its being introduced at the conception or a promotion campaign. Several factors in the marketing environment contribute to the surveying popularity of sales promotion. Short run orientation: Sales promotions such as campaign and trade allowance produce quicker more asurable sales results. How ever, this strategy agree that these intermediate benefits come at he expense of building a strong brand in case in consumers minds and condition. Buyers to expect incentives. Thus, they feel an over emphasis on sales promotions will under mine a product future. PUBLICITY: Publicity is similar to advertising in that it is a mass communication type of demand stimulations. Publicity usually consists of favorable means presentation publicity for a product organization presented in any media. The unique features of publicity are that it is not paid for and it has the credibility of editorial material. Organizations frequently provide the material for publicity in the form of news, press conferences and photographs. PUBLIC RELATIONS: Public relations are planned effort by an organization to influence the attitudesand opinions of a specific group. The target may be customer, stockholders, a government agency are special interest group. Promotion is a critical ingredient of many marketing strategies. Product differentiation market segmentation, trading up and trading down and branding all enquires effective promotion. LIMITATIONS OF THE STUDY The study has the following constraints The sample sizes are restricted to 200 customers, due to time and financial constraints. Convenience sampling has its own limitations, being biased and unsatisfactory. 200 customers sample cannot be generalized to entire universe. The study is conducted considering the prevailing condition which are subjected to change in future. Also less cooperation from the respondents. RESEARCH METHODOLOGY A research cannot be conducted abruptly. Researcher has to proceed systematically in the already planned direction with the help of a number of steps in sequence. To make the research systemized the researcher has to adopt certain methods. The methods adopted by the researcher for completing the project are called Research Methodology.

In other words, Research Methodology is simply the plan of action for a research which explains in detail how data is to be collected, analyzed and interpreted. Datas becomes information only when a proper methodology is adopted. Thus we can say Methodology is a tool which process the date to a reliable information. The present chapter attempt to highlight the research methodology adopted in this project. RESEARCH DESIGN A research design is a arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Out of the research design said above the research design took for the study was Descriptive Research Design. DATA COLLECTION METHODS In this study the primary data collection method have been used to collect data. Now let us see about the primary data collection method Primary Data Collection Primary data are those which are collected a fresh and for the first time and thus happen to be original in character. Primary data collection is nothing but the data that is directly collected from the people by the researcher himself. Primary data may pertain to demographic / socio economic characteristics or the customers, altitudes and opinions of people, their awareness and knowledge and other similar aspects. In this study Primary Data collection method has helped the researcher to a great extent in arriving at the results. METHODS OF PRIMARY DATA COLLECTION There are three methods of collecting Primary data 1.Survey 2.Observation 3.Experiments Among these, the method adopted for the study was Survey Method Survey Method Survey method is the systematic gathering of data from the respondents .survey is the most commonly used method of primary data.This is widely used because of its Extreme Flexibility Reliability Easy Understandability The main purpose of survey is facilitate understanding or enable prediction of some aspects of the population being surveyed. SAMPLING INSTRUMENT The instrument used to collect data for the study was the structured questionnaire. METHODS OF SAMPLING In this study non probability sampling has been adopted. Under the non probability sampling convenience sampling has been taken for the purpose of study. CONVENIENCE SAMPLING The sampling units are chosen primarily on the basis of convenience to the researcher is known as Convenience Sampling. SAMPLE SIZE [PILOT STUDY] One can say that the sample must be an optimum size that it is should be neither excessively large nor too small. Technically, the sample size should be large enough to give a confidence interval of desired width and as such the size of the sample must be chosen by logical process before sample is taken from the universe. In order to extract much feasible results through the study, a sample size of 200 has been taken for the study. SAMPLINGSCHEME: Sampling design of the study consist of two steps

a)Selection of the study area. b)Selection of the sample size a)SELECTION OF THE STUDY AREA : The study was full and full in house project, so the study area was complete chennai Lanson Toyota showroom. b)SELECTION OF THE SAMPLE SIZE: Since the population is large, to anlayze the customer perception towards the service quality a sample of 300 is selected. The customer was selected on the basis of convenience sampling technique. QUESTIONNAIRE DESIGN The required information was collected through a well-structured questionnaire. The structured questionnaire of this study included the following a) Closed ended question b) Open ended question a) Closed ended question; In this type both questions and its respective answers are arranged in a structured pattern. This includes. i) Rating Scale ii) Dichotomous Questions b) Rating Scale : These type of question helps to rate the customer perception The no of question in the study are from 1 to 15. Dichotomous Question: Dichotomous Question allows for only two possible answers yes and no. These type of question is the study are 16 & 18. STATISTICAL TOOLS USED FOR ANALYSIS i WEIGHTED AVERAGE METHOD In this method the issue price is calculated by dividing the value of materials in hand by the no of units in hand. Average price to be charged to issue will continue to be the same until a new purchase is made which will necessitate computation of a new average. ii CONFIDENCE LEVEL & SIGNIFICANCE LEVEL The confidence level or reliability is the expected percentage of times that the actual value will fall within the stated precision limits. Thus, we take a confidence level of 95%, then we mean that there are 95 chances in 100 (or .95 in 1) that the sample results represent the true condition of the population within a specified precision range against 5 chances in 100 (or .05 in 1) that it does not. Iii ONE SAMPLE RUN TEST TO DETERMINE THE RANDOMNESS OF THE SELECTED SAMPLES H0 : Samples are randomly chosen H1 : Samples are not randomly chosen