Minor Project Report On BRITANNIA BISCUITS-A MARKETING STRATEGY

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE OF BACHELOR IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF DR.LOKESH JINDAL FACULTY, MAIMS SUBMITTED BY: NISHIT ANAND
ROLL NO. 03814701710 (BBA SEM 3 SECTION A)

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES Affiliated to Guru Gobind Singh

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Indraprastha University, Delhi PSP Area, Plot No. 1, Sector 22, Rohini Delhi 11008

STUDENT DECLARATION

This is to certify that I have completed this Project titled BRITANNIA BISCUITS-MARKETING STRATEGY under the guidance of Dr. Lokesh Jindal in partial fulfillment of the requirement for the award of degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work and I have not submitted it earlier elsewhere.

NISHIT ANAND BBA 2nd SEM 03814701710

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CERTIFICATE

This is to certify that the project titled BRITANNIA BISCUITSMARKETING STRATEGY is an academic work done by Nishit Anand submitted in the partial fulfillment of the requirement for the award of the degree of Bachelor Of Business Administration from Maharaja Agrasen Institute of Management Studies, Delhi, under my guidance & direction. To the best of my knowledge and belief the data & information presented by him/her in the project has not been submitted earlier.

Dr. Lokesh Jindal Faculty, MAIMS

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Acknowledgement

The satisfaction that accompanies the successful completion of any task would be incomplete without the mention of the people whose ceaseless co-operation made it possible and whose constant guidance and encouragement crown all the efforts with success. I am deeply indebted to Dr.Lokesh Jindal, my mentor for the project who guided me throughout my work with immense interest clearing all my doubts and queries which I encountered. Last but not the least, I would like to thank my Institute and my professors who during the course made us capable enough to undertake this project Nishit Anand

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EXECUTIVE SUMMARY

After going thick on the things, now time is to make a complete picture. While making a product a SKU (stock keeping unit) of the shop retailers think about the GMROI (gross margin return on investment) and they promote the brand which provides them highest. They expect return in the form of profit margin, company schemes, window display and reference of the shop. Among these, company schemes make the difference and are the highest sources of motivation after profit margin. Retailing demands a constant push from the company. Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers cant help quality and price. It is only up to manufacturers to deliver what consumer wants. I need to stress on it because 58% retailers said that it is demand why they sell Britannia. 61% agree that at retail shop it is brand popularity, which determine the purchase of biscuit. There is a greater need to understand the retailer behavior. Considering them as a team, working for the company may help them to be attached to the company. There should be a feeling of belonging to the company in inner of the retailers.

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This can be done by setting values club for retailers so that they may exchange views with the company and help in understanding consumer behavior.

TABLE OF CONTENTS
CHAPTER-1 INTRODUCTION
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

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2.3 METHODOLOGY

32-34
2.4 LIMITATIONS

35

CHAPTER -3 Conceptual discussions 36-42 CHAPTER -4 Data Analysis 43-55 CHAPTER -5 Conclusions & Suggestions 56-57 Bibliography Annexure Attendance Sheet

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CHAPTER 1 INTRODUCTION

1.1

INDUSTRY OVERVIEW

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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. 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 sickman'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.

1.2 PROFILE OF THE ORGANISATION

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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 companys 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, World Cup Jao" promotion further One of Indias 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

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brand portfolio facilitates customer recall and enhances Britannias 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. 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 companys 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
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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 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.

HISTORY OF BRITANNIA

1892
Page 5

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The Genesis - Britannia established with an investment of Rs. 295 in Kolkata Advent of electricity sees operations mechanized Imported machinery introduced; Britannia becomes the first company East of

1910 o 1921 o the Suez to use gas ovens

1939 - 44 o o Sales rise exponentially to Rs.16,27,202 in 1939 During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore Britannia Biscuit Company takes over biscuit distribution from Parry's Public issue - Indian shareholding crosses 60% Re-christened Britannia Industries Ltd. (BIL) Sales cross Rs.100 crore

1975 o 1978 o 1979 o 1983 o

1989 o The Executive Office relocated to Bangalore BIL celebrates its Platinum Jubilee 1993 Wadia Group acquires stake in ABIL, UK and becomes an equal partner with 1992 o o

Grouped DANONE in BIL

1994 o Volumes cross 1,00,000 tons of biscuits 1997

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o o

Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new BIL enters the dairy products market "Britannia Khao World Cup Jao" - a major success! Profit up by 37% Forbes Global Ranking - Britannia among Top 300 small companies BIL ranked one of India's biggest brands No.1 food brand of the country Britannia Lagaan Match: India's most successful promotional activity of the Maska Chaska: India's most successful FMCG launch BIL launches joint venture with Fonterra, the world's second largest dairy Britannia New Zealand Foods Pvt. Ltd. is born Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Economic Times ranks BIL India's 2nd Most Trusted Brand Pure Magic -Winner of the WordStar, Asia star and India star award for

mission: 'Make every third Indian a Britannia consumer' 1999 o

2000 o 2001 o o o year o 2002 o o o Global o o company

packaging

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2003 o o 'Treat Duet'- most successful launch of the year Britannia Khao World Cup Jao rocks the consumer lives yet again Britannia accorded the status of being a 'Super brand' Volumes cross 3,00,000 tons of biscuits Good Day adds a new variant - Choconut - in its range Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant! Britannia launched 'Greetings' range of premium assorted gift packs The new plant in Uttaranchal, commissioned ahead of schedule. The launch of yet another exciting snacking option - Britannia 50-50 Pepper

2004 o o o

2005 o o o o

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 Dr. N Balasubramanian Dr K.B Chandrashekhar Mr. Arjun Malhotra Prof. Jagdish Sheth Dr. Sridhar Mitta

BOARD OF DIRECTORS
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Name Mr. Nusli Wadia Ms. Vinita Bali Mr. A.K.Hirjee Dr. Ajai Puri Mr. Avijit Deb

Designation Neville Chairman Managing Director Director Director Director Director Director N Director Director Director

Mr. Jeh N Wadia Mr. Keki Dadiseth Mr. Nimesh Kampani Mr. Pratap Khanna Mr. S.S.Kelkar

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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 FUNTOOSH its naughty whose and adorable occupation brand is mascot mischief! primary

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

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

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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

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

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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. 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

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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 oildripping 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 inbetween 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 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,
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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.

LITTLE HEARTS

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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.

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. Nishit Anand 03814701710 Page 21

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 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 Nishit Anand 03814701710

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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. 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)

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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)

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
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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 PARLE-G ITC SURYA FOODS ANMOL BAKERS OTHERS 15.6% 34.8% 31.9% 8.6% 8% 4.2%

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
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.
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ITC

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In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeasts happiness, brand essence, "Spread the and Smile" connotes pleasure. The contentment,satisfaction

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 Fulfill one of our Basic Air in , all

Weakness Decreases nutritional value Increases the cost of food product Industry and technology requires high investment Regular usage of processed food can cause alteration in health

Requirement Widely

among

Water , Food, Shelter accepted Generations Easily available in various forms Provide good Instant Remedy for hunger in the form of readymade food Preserves the non seasonal food and makes it available all throughout the year

Nishit Anand Opportunities 03814701710 Increase economy of India Generate employment

Threats

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Many companies are result oriented Increase in pollution

CHAPTER 2 RESEARCH METHODOLOGY

2.1 OBJECTIVES

To analyze the Marketing Strategies adopted by BRITTANIA To understand the Brand performance of all BRITTANIA products.

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

Brand Image. l

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. Britannias 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 buyers 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 Nishit Anand 03814701710 Page 1

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 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 refer to sources that offer current and up to date information. Secondary data in this research was collected through various forms, companys profile, websites and various literature studies. not meeting the specific needs of a particular situation or setting. Hence, it is important to

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1.4

LIMITATIONS
The secondary data collected might consist of manipulations, which might have

given bias in the result. The lack of experience in preparing the project report. Lack of time for completion of the project.

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CHAPTER 3 CONCEPTUAL DISCUSSION

MARKET & MARKETING STRATEGY

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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. 2. 3. 4. 5. 6. 7. 8. Selecting largest markets segmentation Positioning Product Price Place Promotion Research and development 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
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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 its 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 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.
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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.

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

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integral part of Britannias 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 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.

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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 over time.

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MARKETING MIX Product Product variety Quality Design Features Discounts Allowances Payment period Brand name Packaging Sizes Services Warranties Returns Credit terms Direct marketing Transport Inventory Price List price Promotion Sales promotion Advertising Sales forces Public relation Coverage Assortments Locations Place Channels

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CHAPTER 4 DATA ANALYSIS

1. WHAT IS YOUR AGE GROUP?

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Interpretation: The above pie chart depicts that the main consumers are aged between 030 years.

2. WHAT IS YOUR OCCUPATION?

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OCC A UP TION
40 35 30 25 20 15 10 5 0 STUDENT SERVICE BUSINESS HOMEMAKER PROFESSION

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 Britannias products are used by customers on a regular basis.

4. IF NOT BRITANNIA WHICH OTHER COMPANYS 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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IMPORT ANCEOFP AGING ACK

80 70 60 50 40 30 20 10 0 YES NO IMPORTANCE OF PACKAGING

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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CRITERIAWH E B IL UYINGB ITT R ANIA PROD TS UC

BRAND NAME TATSE & QUALITY PRODUCTS OFFERED PRICE OTHER

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 Britannias products are between the age group of 0-30

years 2. Students are the main customers of Britannia

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3. 4. 5. 6. 7.

Britannia is the most popular brand among its competitors followed by Parle The television medium is the most important part of the advertising Most customers feel that the products are fairly priced The consumers are satisfied with range of the offered by Britannia 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 customers 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.

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BIBLIOGRAPHY

REFERENCE BOOKS:-

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

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Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing Pvt. Ltd, New Delhi. Chabbra, T.N ,Marketing Management, 5th edition, 2009,

House

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

ANNEXTURE QUESTIONNAIRE

1. WHAT IS YOUR AGE GROUP? a. 0-15 YRS b. 15-30 YRS

c. 30-50 YRS c. BUSINESS

d. 50 YRS+ d. HOUSEMAKER

2. WHAT IS YOUR OCCUPATION? a. STUDENT b. SERVICE 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 COMPANYS PRODUCTS YOU LIKE THE MOST? Nishit Anand 03814701710 Page 27

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 d. OTHER (please specify..) MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES
ATTENDANCE FOR PROJECT REPORT

Name of the student Class Roll No.

: Nishit Anand

: BBA (G) Morning : 03814701710 :

Name of the Supervisor

S. No.

Dat e

Tim e

Progre ss Report

Signatu re of the student

Signatur e of Supervis or

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1 2 3 4 5 6 7 8 9 10 *Minimum (8 out of 10) 80% attendance compulsory.

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