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INTRODUCTION

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ABOUT THE COMPANY

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Britannia Tiger Biscuits

Britannia new Tiger Biscuits consist of Tiger Glucose. Tiger Krunch

choco-chips cookies, Tiger krunch Fruit & Nut and Tiger Orange

The price varies from Rs.5 to Rs.15.

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Britannia milk bikis

Britannia milk bikis comes with smiley faces and are full enriched
with milk cream.Milk bikis biscuits are consumed at any time due to
its good taste and healthier product.Britannia Bikis offers fun and
energy to kids and also brings good health and nutrition while
consuming each bite of the biscuits.

Britannia Milk Bikis Biscuits consists of Milk Bikis Almond Cookies ,

Milk Bikis , and Milk Bikis with Milk Cream.

The price varies from Rs. 5 to Rs. 25.

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Britannia cookies

Britannia’s latest brand which is reffered as Britannia cookies is

packed & enriched with the wholesome nutrition of wheat ,
butter,elaichi and milk.

The Britannia cookie is available to consumer at a reasonable and

affordable price with better taste experience.

The price varies from Rs. 5 to Rs. 10.

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Britannia Good Day Biscuits

Britannia is the Top Leader in the Cookies Sectors and Good day
biscuits is the top most.

Britannia Good Day Biscuits consists of Good Day Butter, Cashew,

Rich Butter cookies ( Butter & cashew) choconut cookies.

The price varies from Rs. 5 to Rs. 50.

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Britannia Treat Biscuits

Britannia treat biscuits were especially launched for kids of all ages in
the year 2002.These biscuits are round in shapes,sizes and good
exciting flavours and are sweet yummy in taste.Every kid in the
morning prefer this even in evening snacks.

This biscuits is available at a price range of Rs 5 to Rs 20.

This biscuits is termed as all time favourite in kids snack box.

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Britannia pure magic biscuits

Britannia Pure Magic Biscuits is a luxury kind of biscuits. This is

preferred by all the generation of people as this is enriched with full
chocolate flavours.

This biscuit is chocolate flavour with hazelnuts and almonds. This is

the newest and most exclusive product of Britannia.

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Britannia Time pass

Britannia introduced a new product mainly for youth and is referred

as the best snack.

The price is very reasonable which is Rs 5 –Rs10.

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Britannia little hearts

Little hearts was launched in 1993 mainly for growing youth segment
.This was Britannia’s first product which was sold in pouch packs.

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Britannia Bourbon

Britannia presents yet another brand of chocolate.

This biscuits are consumed by every generation of people.

The search of this biscuits begans in the year 1955.

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BRITANNIA MARIE GOLD

Vita Marine Honey Oats Biscuits is made up of wheat fiber and oat
fiber which is good for a person who has heart problem. Vita Marie
Honey Oats biscuits are with low fat category, colestrol free and fiber
and are flavoured with honey.

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Britannia Cake and Rusk Sectors

Britannia brings wide variety of such breads and toasted rusk which
gives consumers to choose wide range of these products and enjoy
the benefits under Bread and Rusk
sectors-:

-Britannia bread

-Britannia Toasted Rusk

Types of Breads

-Honey & Oats bread

-Multi Grain bread

-Multi Fiber bread

-100% Whole Wheat Bread

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Britannia Toasted Rusk

The toasted Rusk was launched by Britannia in the year 2005.This

was the best product of Britannia & served as the best breakfast in
the morning.

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Britannia Cake

During the year 1963 Britannia launched its cakes in India.

Types of cakes-:

-Bar cakes

-Cup cakes

-Chunks cakes

-Britannia Veg cakes

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Gift Sectors

Britannia introduced ‘Shubh Kamnayein Range’ which allows

exchange of gifts and good wishes to all your relatives , friends and
family member.

The gift consists of premium assorted cookies and many more.

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Britannia Dairy Products

Britannia dairy products are world-wide famous for its taste which is
sold at a reasonable and affordable price.

Britannia Dairy products are further classified into following kinds-:

-Butter

-Ghee

-Milk

-Gourmet cheese

-Dahi

-Dairy whitener

- Actimind Tigerzor choco milk & badam milk.

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BRITANNIA CHEESE CUBES

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BRITANNIA GHEE

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BRITANNIA BUTTER

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BRITANNIA ACTMIND

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BRITANNIA TIGERZOR BADAM MILK

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MAJOR COMPETITORS OF BRITANNIA

CHAR
T OF

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COMPETITORS OF BRITANNIA

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MARKETING STRATEGY

Marketing is not Euclidean geometry a fixed system of concept.

Rather
marketing is one of the dynamic fields with in the management
arena. The
market faces continually a new challenge everyday and
companies must
respond to it positively. Therefore it is not surprising that new
market idea keep
surfacing to meet new market place challenges.
The market process is applicable to more than goods and
services. Anything
related to market including ideas, events, policies, prices and
personalities
comes under market strategy. However it is important to
emphasize opportunity
in the market through market strategy.
Following strategies adopted by the organization.

A strong quality of the product and customer

satisfaction:
Customers always believe in good quality product. in my survey
I found that in
percentage term more people is quality conscious and not price
conscious.
Customer satisfaction is very important part of the organization
that at any cost
they have to fulfill.

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A growing relationship with customer and customer
retention:
Nowadays a good relation with customer is very important for
organization.

Sale is totally depending on the relation with the customers.

Customer's retention is
also a major aspect for growing business. It means keep the
old customer and
try to make new customer.
Focus on competitors activity:
Every organization should must be careful about it's
competitors step, because
they can disturb the growing sales process of the organization.
/

A growing emphasis on global thinking and local

marketing planning:
Companies are increasing by pursuing market beyond their
borders. When they
enter other countries they must follow the tradition of that
country and also they
make plan for local market that which type of product has more
demand and how
can it run in the market.

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 Promotional Strategy
Under the market strategy promotional idea is very important.
Organization
provides some schemes or rebates to retailers or consumers.
They make
advertisement according to convenient of the people and the
feature of the
product.
So on the basis of marketing strategy a organization runs in the
market. It is
several types of which makes helpful to increase sales and
turnover.

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Financial Analysis
Britannia's gross sales turnover increased to Rs 18,179 mn in
2005-06 from Rs
16,154 mn in the previous year, registering a growth of 13%.
Operating profit at
Rs 1,763 mn increased by 7%, profit before tax and exceptional
items at Rs.
1,958 mn declined by 19% against 2004-05 , impacted by the
profit on sale of
long term investments that accrued to 'other income' last year.
[Fig- 2.1: Gross Sales of Britannia]
The Company achieved these results despite significant
increases in input cost,
particularly sugar, fuel and oils, coupled with aggressive pricing
in the industry.
Your Company's focused initiatives on commercialising market
place
opportunities, supply chain efficiencies and overall cost
management resulted in
its top line growth and profitability. Operating margin at 10.3%
in 2005-06
compared with 10.9% in the previous year was impacted by the
inflation in input
costs.
Despite stiff competition, your Company stabilised and held its
overall market
share at 31.7% in volume and 38.8% in value for the last year.
Exports turnover during the year was Rs 111.71 mn against Rs
71.65 mn in
2004-05, a growth of 56%.

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CONSUMER BUYING BEHAVIOR
Understanding the buying behavior of the target market is the
essential task of
marketing management under marketing concept. The
consumer market consists
of all the individuals and households who buy or acquire good
and services for
personal consumptions. The buying behavior tries to find out
the answers for the
questions, who buys? How do they buy? Where do they buy?
Do they buy?
(A) FACTORS INFLUENCING CONSUMER BUYING
BEHAVIOR

There are four major factors that influence the buying behavior
such as cultural
factors, social factors, personal factors, and psychological
factors.
i. CULTURAL FACTORS: Culture is the most fundamental
determinant of a
person wants and behavior. Values, perceptions, preferences,
and
behavior are the main variable under culture of an individual.
Each culture
contains sub-culture like nationality, religious group,
geographical area,
and linguistic divisions etc.
ii. SOCIAL FACTORS: A consumer behavior is also influenced
by social
factors such as the consumer reference group family and social
roles and
status.

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iii. PERSONAL FACTORS: A buyer decision is also influenced
by his or
personal characteristics, notably the buyers age, lifestyle,
occupation,
economic circumstances etc.
PSYCHOLOGICAL FACTORS: a person buying choice is also
influenced by
four major psychological factors such as motivation, perception,
learning belief
and attitudes.
(B) BUYING DECISION PROCESS
It includes buying roles, types of buying and steps in buying
process.
I. BUYING ROLE
The buying role could be classified into four parts. These are
initiator, influencer,
decider and buyer.
II. TYPES OF BUYING BEHAVIOR
Consumer decision taking varies with the type of buying
decision. There are four
types buying behavior such as Complex buying behavior,
Habitual buying
behavior, Variety seeking buying behavior.

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III. STAGES IN BUYING DECISION PROCESS
Here are five stages in buying decision process namely
problem recognition
search, evaluation of alternatives purchase decision and past
purchase behavior.

NEED RECOGNITION
The buying process starts with the buyer’s recognition of a
problem of need. The
buyer senses a difference between his actual state and desired
state.

INFORMATION SEARCH
There are different sources from where a consumer can gather
information like
personal sources commercial sources, experimental sources.

EVALUATION OF ALTERNATIVES
After gathering information about different products the
customer will be in a fuss
as to choose which product among the mainly alternatives
consumer usually
evaluate the alternatives on traditional basis, on the basis of
utility function etc.
from the many alternative consumers at last choose the best
one for him.
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PURCHASE DECISION
A consumer who decides to execute purchase intention will be
making up to five
purchase decisions.

POST PURCHASE BEHAVIOR

After purchasing the product and services the consumer will
experience some
level of satisfaction or dissatisfaction with the product and
services that will
influence subsequent behavior. If consumer is satisfied he may
show the
probability of buying the product the next time, satisfied
customer will say good
thing about the product, proving the statement that "satisfied
customer is the best
advertisement.” A dissatisfied customer may take some action
against it. They
may try to reduce the dissonance by abandoning returning the
product.
Understanding consumer needs and buying process is the
foundation of any
company. By understanding how buyers go through problem
recognition,
information search evaluation of alternatives, the purchase
decision and post
purchase behavior marketers can pick up many clues as to how
to meet buyers.

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MARKETING MIX

Target Market

Product Price Promotion Place

Product variety List price Sales promotion Channels

Quality Discounts Advertising Coverage

Design Allowances Sales forces Assortments

Features Payment period Public relation Locations

Brand name Credit terms Direct marketing Inventory

Packaging Transport

Sizes

Services

Warranties.

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 MARKETING MIX OF BRITANNIA
As we all know. Britannia biscuits still have higer growth
potential in the market as its one of the best-known brands
in India and popular among other countries as well. Even
though they have come up with new variety of biscuits they
still emphasis on their initial biscuits brands such as Tiger ,
Good Day , Marie , Treat and even more.

PRICE:

Lower segment: To target the price sensitive customers, the

company has introduced biscuit that provide them value for money
and have nutritional value

Tiger (100 gms) -Rs.5

Milk Bikis (100 gms) -Rs. 7

Middle segment :The company has a range of biscuits that lie in the
middle segment that are light and include both sweet and salty taste.

50-50 (135 gms)-Rs 10.

Marie Gold (100 gms)-Rs.13

Time pass (75 gms)-Rs.15.

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PLACE:

For FMCG products, distribution channels are very important . For

biscuits distribution and visibility are extremely important as it’s
partly an impulse purchase product. And in biscuits, setting up a
distribution channel is anything but easy.

Britannia Industries Ltd. Is one of India’s leading producers of biscuits

and other bakery products. The company is partially owned by the
French company group DANONE, one of the worlds’ largest food
products company. BIL has a widespread retail distribution that
services 400,000 retail outlets in 2,200 towns with help of 2,500
distributers.

PROMOTION:

Eat healthy “Think better !

This tag line is something that has changed the face of Britannia
completely. This logo encapsulates the core essence of Britannia
healthy nutrious optimistic and combines it with a delightful product
range to offer variety and choice to customers.

“Swasth khao Tan Man Jagao! Promises the new generation a

healthy and nutrious alternative-that is also delightful and tasty.

“BRITANNIA KHAO,WORLD CUP JAO! Was the theme adopted in

1999. People bought the biscuits packs and searched for the luckey
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 during the world cup match in 2002-2003 in South Africa.

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Lagan : ‘The superhit movie’ brought fame to Britannia biscuits also
as 4000 buyers of Britannia biscuits packs were invited to see and a
small lucky group to play game with the movie stars of Lagan. It
proved to be a novel way to promote a product – a perception in
correct

Proportion indeed!! Britannia spends approx 10% of its sale on

marketing.

Interestingly biscuits captured the no.1 slot among all the categories
surveyed with 21% respondants claiming to have seen or heard a
biscuit category related promotion. This was followed by corporate
promotions (11.5%) & televisions ( 4.8%) by L.G electronics ( 9.2 %)
Samsung ( 3.6 %) & Pepsi ( 2.5%).

Contests in the form of gift offers, slogans , scratch cards and related
items were played back by 14 % of the respondents interviewed
according to NFO findings.

Britannia has been using Saurav Ganguly , Sachin Tendulkar , and

Rahul Dravid as its brand ambassadors.

In addition to that Britannia makes continous efforts to come

forward with newer and innovative promotional campaigns like
when TIGER was introduced in the market , Britannia supplied Note
Books , Scales , and pencils to children in the name of its new brand
free.

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 RESEARCH METHODOLOGY
Research methodology is a logic or series that connects a given set of
research questions (uncertainties or gaps in our knowledge about
the social world , about human behavior) to the conclusions arrived
at. It encompasses the selection of research methods, the design of
data gathering instruments like interview or self administered
questionnaire schedules , gaining access to the research site,
sampling research ethics and data analysis.

Thus, the purpose of research is to discover answers to questions

through the application of scientific procedures. The main aim of
research is to find out the truth which is hidden and which is not
discovered yet.

This research was conducted to understand mature brands and

strategies for brand revitalization.

The details of the methodology have been discussed under the

following headings , need for the study , description of the tools used
for the survey ,sample population , procedure followed to collect
data and statistical techniques used in the analysis.

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Defination of the important terms-:

>Brand Awareness

>Brand Revitalization

>Brand Score card

>Brand Strategy

>Marketing Case Study

>Mature Brand

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 QUESTIONNAIRE

TALK WITH THE DISTRIBUTOR

I had visited a distribution unit of Britannia products which is
situated in Shanti colony chowk sihawa road dhamtari [Shri Balaji
Agency]. He proved to be very co-operative and resourceful. He gave
me adequate information gained through the visit:-

1. Which are the product of Britannia you distribute?

Ans:-50-50, little hearts, nice time , nutri choice , treat, bourbon ,

pure magic , rusk , cake and muffils , cake biscotti , cheese cubz ,
yoghurt , butter , UHT Milk, dairy whitener , drinks, ghee , marie
gold , tiger, milk cookies , milk bikies , good day , chunkies.

2. What are your distribution channel ?

Ans:- Salesman.

3. In which area you supply products of Britannia?

Ans:- Kurud , Nagri ,Charama , Narharpur , Keregaon , Shihawa

e.t.c.

4. How do you tackle competition?

Ans:- They have monopoly products.

5. Problems faced , if any?

Ans:- Staff management problem.

6. How do you maintain your equality ?

Ans:- Time to time Reordering.

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7.What are the precautions of safety measures taken by you?

Ans:-a-Proper warehousing according to product

b-Avoidence of overstocking.

8.Which is your leading product?

Ans:- Britannia [Good day].

9.Who are competitor products?

Ans:- For Britannia ITC is a great competitive product.

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 SURVEY
For knowing about the demand , taste , and perception of people a
survey is done.

So for knowing about the views of consumer as well as for knowing

the market conditions of Britannia I too did a survey among 80_100
peoples near gole bazaar , sadar bazaar , ghadi chowk and
ratnabandha chowk for knowing the views of customers. And for
knowing the market conditions of Britannia I went to Omprovision
store , Jyoti daily needs , 24 carat daily needs.

So here is some of the graphs related to the survey-:

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1.Where the sale of Britannia is more?

Sales

24%

40% Departmental store

Super Market
Retail shop
Others
18%

18%

Here more sale is in Departmental store as compare to other stores.

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2.What is the response of the consumer towards Britannia?

Response

9%

13% Satisfaction
Normal
48% High satisfaction
Dissatisfaction

30%

Here more number of people are satisfied with Britannia products.

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3.What are the brands of biscuits you recall in your shop?

14

12

10
Series 3
8
Series 2
6 Series 1

0
PARLE PRIYAGOLD ITC BRITANNIA

In this survey more demand is for Britannia biscuits.

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4..What is the quality of Britannia biscuit you distribute?

14

12

10
Series 3
8
Series 2
6 Series 1

0
Good Very good ok Brilliant

In this survey the most of the consumer think that the quality of
Britannia is brilliant.

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5.What is the frequency of Britannia you take from the distributor?

Sales

So many times
Thrice in week
Twice in week
Once in week

Here Britannia product is ordered so many times in a week.

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6.Which age group mostly prefer Britannia Biscuit ?

6
Axis Title

4
Y-Values
3

0
Young working Experience Childrens
class working class
Axis Title

As per this survey there are all groups preferred Britannia biscuit ,
such as young working class 8% , Experience working class 6% ,
childrens 4%.

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7. Have you any complaint about biscuit ?

Column1

no
Series1
Series2
Series3
yes
Series4

0 2 4 6 8 10 12 14 16

YES- 4

NO-10

In this survey 14% of the consumer says they have no any

Complaint regarding products and 6 % consumer have complaint

relating with pricing quantity of products.

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 CONCLUSION
It was concluded that Britannia is the first preference of both
customers and retailers (organized and unorganized both) because of
its price and brand image.

The Britannia biscuit brands , such as 50-50 , little heart , nutria

choice , nice time , bourbon , treat , pure magic , rusk , cake and
muffils e.t.c enjoy a strong Imagery and appeal amongst consumers
across the world. Which has resulted into BRITANNIA being the
“world’s largest selling biscuit.

The Britannia name symbolizes quality, health and great taste.

Constantly innovating and catering to new tastes BRITANNIA has
built his reputation.

Britannia Industries Pvt. Ltd. Is now lagging in services to retailers

because of improper supply and distribution in some areas and
competitors taking advantage of this points. Britannia company
should take into consideration the opportunities and threats as
discussed above. This will have the company to maintain its brand
image for long time.

Britannia Industry limited has reached its zenith in the world of food
items preparing biscuits and confectioneries. It has always adapted a
futuristic approach i.e. anticipated the company’s need in the year to
come.

Britannia Products Limited always keeps in mind the nees of

consumer and that’s why they have launched recently cream
biscuits, considering the requirement of modern consumers. In P.P.L
from factory to the ultimate consumers all the people are working
co-operatively. In the factory, employee relations are harmonious.

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 BIBLIOGRAPHY
1.Following informations provided by the customers during survey.

2.Through the personal interaction with distributor, shopkeepers etc

with the help of questionnaire.

Some informations collected through internet-:

www.google.com

www.wikipedia.com

www.lg.com

www.slideshare.com

www.productbrand.com

Some informations through books-:

>Sales Management - L.N Prasad

>Marketing Management – K.S Ramaswamy

>Marketing Research – D.D Sharma.

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