A PROJECT REPORT ON

STUDY OF CONSUMER BEHAVIOUR

OF
MAJOR 5 BRITANNIA BISCUITS
IN DELHI REGION

Submitted By:
Nitesh Kumar Sharma
T.Y.B.B.A.
2013-2014
 ACKNOWLEDGEMENT

The present work is an effort to throw some light on “MARKETING

STRATEGY OF BRITANNIA BISCUITS”. The work would not have been
possible to come to the present shape without the able guidance, supervision
and help to me by number of people.

I want to thank those people whom I approached for help; they have given me
their valuable time. First of all I want to take the opportunity to thank MR.
Adhiraj Singh for his appreciation and guidance. I would also like to thank my
teacher Mrs. Abhilasha Sharma for her constant support.

Nitesh Kumar Sharma

 EXECUTIVE SUMMARY

The title of the project is “An Empirical Study On Marketing Strategies Of Britannia

Industries Limited”.

For that the survey of 150 consumers and 200 retailers had been made and it is found

that cheese product is not properly marketed. This product is lacking in promotion

activities such as advertisement, schemes, and also in distribution system.

The results of both consumer & retailer survey has been presented. Consumer survey

includes consumer behavior & retailer survey emphasis on the effect of retailer push

energy on the demand of cheese products

TABLE OF CONTENTS

1. INTRODUCTION

About the Company

Product Industry

2. COMPANY FROFILE

SWOT Analysis

BRITANNIA PRODUCTS

CLASSIFICATIONS OF PRODUCTS

3. RESEARCH METHODOLOGY

Research Design

Data Sources

Primary Data

Secondary Data

Questionnaire design/formulation

Sample design

Limitation

4. DATA ANALYSIS

5. CONCLUSION

FINDING

6. RECOMMENDATIONS

7. ANNEXURE

8. Questionnaire

9. BIBLIOGRA
CHAPTER - 1

INTRODUCTION
 INTRODUCTION

The story of one of India's favourite brands reads almost like a fairy tale. Once
upon a time, in 1892 to be precise, a biscuit company was started in a
nondescript house in Calcutta (now Kolkata) with an initial investment of Rs.
295. The company we all know as Britannia today.
The beginnings might have been humble-the dreams were anything but. By
1910, with the advent of electricity, Britannia mechanised its operations, and in
1921, it became the first company east of the Suez Canal to use imported gas
ovens. Britannia's business was flourishing. But, more importantly, Britannia
was acquiring a reputation for quality and value. As a result, during the tragic
World War II, the Government reposed its trust in Britannia by contracting it to
supply large quantities of "service biscuits" to the armed forces.
Britannia strode into the 21st Century as one of India's biggest brands and the
pre-eminent food brand of the country. It was equally recognised for its
innovative approach to products and marketing: the Lagaan Match was voted
India's most successful promotional activity of the year 2001 while the delicious
Britannia 50-50 Maska-Chaska became India's most successful product launch.
In 2002, Britannia's New Business Division formed a joint venture with
Fonterra, the world's second largest Dairy Company, and Britannia New
Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating
graph, Forbes Global rated Britannia 'One amongst the Top 200 Small
Companies of the World', and The Economic Times pegged Britannia India's
2nd Most Trusted Brand.

Today, more than a century after those tentative first steps, Britannia's fairy tale
is not only going strong but blazing new standards, and that miniscule initial
investment has grown by leaps and bounds to crores of rupees in wealth for
Britannia's shareholders. The company's offerings are spread across the
spectrum with products ranging from the healthy and economical Tiger biscuits
to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering
the trust of almost one-third of India's one billion population and a strong
management at the helm means Britannia will continue to dream big on its path
of innovation.

WHAT IS MARKETING RESEARCH AND CONSUMER BEHAVIOUR

Marketing research is the function that links the consumer, customer, and public
to the marketer through information used to identify and define marketing
opportunities and problems generate refine and evaluates marketing action,
monitor marketing performance and improves understanding of marketing as a
process. Marketing research specifies the information required to address these
issues, designs the method for collecting information manages and implements
the data collection process analyzes and communicates the findings and their
implication.

American Marketing Association: Official definitions of marketing research

“Marketing research is the specification, gathering, analyzing and interpretation

of information that links the organization with its market environment”.

ABOUT THE INDUSTRY

The Indian economy continues to grow at a healthy pace with a 6.9% growth in
the financial year 2006-07 on the back of robust showing by manufacturing and
service sectors. Within FMCG’s, the biscuit industry showed a robust volume
growth last year. The organized and branded biscuit industry in India is
currently estimated at around 900,000 tonnes having grown 12% last year, as
compared to the 7% growth of the FMCG sector. New players have entered the
market at the national level and the regional level, making the industry dynamic
and very competitive.

PRODUCT INDUSTRY
Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. In
1924, Peak Freans, UK acquired a controlling stake, which later passed on to
the Associated Biscuits International (ABI) a UK based company. During the
’50s and ’60s, Britannia expanded operations to Mumbai, Delhi and Chennai.
The exports of seafoods started in the ’70s. In 1987, Nabisco Brands Inc, a well-
known European food company, acquired ABI. In 1989, J M Pillai, a Singapore
based NRI businessman along with the Groupe Dan one acquired Asian
operations of Nabisco, thus acquiring controlling stake in Britannia. Later,
Groupe Dan one and Nusli Wadia took over Pillai’s holdings.

BRITANNIA’S MILESTONE
1892: The Genesis - Britannia established with an investment of Rs. 295 in
Kolkata


1910: Advent of electricity sees operations mechanised


1921: Imported machinery introduced; Britannia becomes the first company

East of the Suez to use gas ovens


1939 - 44: 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


2003: Sales crossed Rs 10,000 million. (235 MN. Used)

2004: Opened a new category: SNACKING PRODUCTS.
2005: Sales increase by 14.43%, total sale of 1338.10 crores.
2006: Profit of 70.5 crores, an increase of 38.24%.
2007: The creation of a centralized set-up for payables processing, accounting
and MIS systems in the corporate office at Bangalore.
2008: Britannia NutriChoice 5 Grain biscuits launched - Biscuits with the
goodness of 5 health Cereals, and sweetened with Natural honey. Britannia
Nutrichoice promised consumers "Bhook Bhagao, Kuch Healthy Khao"
Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic
Cookies', Low Fat Dahi and renovated 'MarieGold'.

2010: Britannia was presented the Master Brand 2010 Award by CMO Council
in November 2010.

2011: Delhi factory was adjudged as the winner for Outstanding Performance
in Food Safety Excellence in the category of 'Large Food Businesses-
Manufacturing', by CII. JBM was also recognized with Commendation
Certificate for Strong Commitment to Excel in the Category of 'Medium Food
Businesses- Manufacturing' for the year 2011. The awards were given at the CII
National Quality Summit held at Bangalore on 1st December 2011.
2012: The Modern Trade team of Britannia was honoured with Winner-BEST
BAKERY SUPPLIER award for the year 2011-12, at the 1st SPENCER'S Best
Supplier Awards 2012 on 22nd June.
2013: Britannia bagged the prestigious IWLF Award for 'Solid Waste
Management Project' and 'BNF' project at the International Women Leadership
Forum held in Mumbai on 25th April 2013.

Food Businesses- Manufacturing', by CII. JBM was also recognized with

Commendation Certificate for Strong Commitment to Excel in the Category of
'Medium Food Businesses- Manufacturing' for the year 2011. The awards were
given at the CII National Quality Summit held at
Bangalore on 1st December 2011.
Food Businesses- Manufacturing', by CII. JBM was also recognized with
Commendation Certificate for Strong Commitment to Excel in the Category of
'Medium Food Businesses- Manufacturing' for the year 2011. The awards were
given at the CII National Quality Summit held at Bangalore on 1st December
2011.

2012: The Modern Trade team of Britannia was honoured with Winner-BEST
BAKERY SUPPLIER award for the year 2011-12, at the 1st SPENCER'S Best
Supplier Awards 2012 on 22nd June.
2013: Britannia bagged the prestigious IWLF Award for 'Solid Waste
Management Project' and 'BNF' project at the International Women Leadership
Forum held in Mumbai on 25th April 2013.

MANAGEMENT STRUCTURE
 Name Designation

Mr. Nusli Neville Wadia Chairman

Ms. Vinita Bali Managing Director

Mr. Varun Berry Executive Director

Mr. A.K.Hirjee Director

Dr. Ajai Puri Director

Mr. Avijit Deb Director

Mr. Jeh N Wadia Director

Mr. Keki Dadiseth Director

Mr. Nasser Munjee Director

Mr. Ness Nusli Wadia Director

Mr. Nimesh N Kampani Director

Mr. S.S.Kelkar Director

Dr. Vijay L. Kelkar Director

MISSION OF THE COMPANY

“To dominate the food and beverage market in India through a profitable range
of tasty yet healthy products” Regarding the basis of setting mission and vision
statement, Britannia gives top most priority to “customer satisfaction”, followed
by quality, market leadership, increased profit variety, sales turnover and profit
maximization.

CONSUMER BEHAVIOUR
Consumer behaviour studies how individuals, groups and organizations select,
buy, use and dispose of goods, services, ideas, or experiences to satisfy their
needs and desires. Consumer behaviour can be also defined as the behaviour
that a consumer exhibits before buying the products; it includes the kind of
search that a consumer made about the product. While using the product,
includes when where and how the consumer is using the product. and after
using the product, includes post sale facilities e.g. service, repairs.
Understanding consumers and “knowing consumers” are never simple.
Consumers may state their needs and wants but act otherwise.
 CHAPTER - 2

COMPANY PROFILE

COMPANY PROFILE
BRITANNIA
Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. In
1924, Pea Frean UK acquired a controlling stake, which later passed on to the
Associated Biscuits International (ABI) a UK based company. During the ’50s
and’ 60s, Britannia expanded operations to Mumbai, Delhi and Chennai.
Exports of sea foods started in the ’70s. In 1987, Nabisco, a well known
European food company, acquired ABI. In 1989, J M Pillai, a Singapore based
NRI businessman along with the Groupe Danone acquired Asian operations of
Nabisco, thus acquiring controlling stake in Britannia. Later, Grop Danone and
Nusli Wadia took over Pillai’s holdings.
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 small scale sector. This led to several inefficiencies
at the operating level. In April ’97, the Government dereserved 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.
Britannia Istnduries Limited is a major player in the ready to eat food segment
with leadership position in Bakery category. Its brand portfolio includes Tiger,
Marie Gold, Good Day, 50:50, Nutrichoice and Treat. The Company's plants are
situated in Kolkata, Delhi, Chennai, Mumbai, Uttarakhand, Orissa & Bihar with
a capacity of ~160,000 MT.The company currently has ~33% market share in
the biscuit segment with leadership position in various cream & cookies
categories. The company has transformed itself from being a primarily a biscuit
company in FY08 with diversification efforts into other bakery products &
dairy. In two years there is a structural change in company’s revenue and
product mix from 90%+ biscuit contribution to revenue to currently 77%.
Britannia made its strong presence felt in dairy this year and recently forayed
into ready to eat Indian breakfast market & savory market. We expect this new
initiative to start yielding results from FY14. Company’s product categories are
all growing at 15%+ while the overall industry is growing at 10%+.

PLANT LOCATIONS
Britannia's plants are located in the 4 major metro cities - Kolkatta, Mumbai,
Delhi and Chennai. A large part of products are also outsourced from third party
producers. Dairy products are out sourced from three producers - Dynamix
Dairy based in Baramati, Maharashtra, Modern Dairy at Karnal in Haryana) and
Thacker Dairy Products at Howrah in West Bengal.
BUSINESS
Britannia core businesses constitute of Bakery and Dairy products. Bakery
products account for 90% of the revenues and include Biscuits, Bread and Cake
& Rusk. Dairy products contribute to 10% of Britannia’s annual turnover of
Rs13.38bn.
Biscuits (82.7% of turnover)
Revenues from biscuit were Rs11.07bn in FY01. The company sold 214,214
tons of biscuits registering a volume growth of 11% yoy. Biscuit sales in value
terms registered a 13.2% yoy growth. Britannia has a 40% volume share and
48% value market share in the organized biscuit market. The company presently
has an installed capacity of 111,000 tons for biscuits. Production in FY01 was
59657 tons against 62034 tons in FY00. Over 70% of biscuits sold are
outsourced by the company.

Over the years, Britannia has introduced and developed a full line of brands in
all segments of the biscuit market. The company's Tiger range of glucose
biscuits have been a runaway success, enabling the company to expand its
presence in the largest gluco category of the biscuit market. In salty-sweet
segment Parle’s Krackjack and Britannia’s Fifty-Fifty compete very closely.
Britannia’s other major brands include Marie, Thin Arrowroot, Bourbon, Milk-
bikis, Nice, Snax, Coconut Crunchies, Pure Magic, Good Day, Jim-Jam and
Chekkers. It has also launched biscuits like Vita MarieGold, Nutri-Choice etc,
under the health positioning.

SWOT ANALYSIS
 STRENGTHS WEAKNESS

SWOT
Analysis

OPPORTUNITIES THREATS

SWOT ANALYSIS

STRENGTHS
 Right products, quality and reliability.
  Superior product performance vs. competitors.
 Brand Image
 Products have required accreditations.
 High degree of customer satisfaction.

WEAKNESSES
 Some gaps in range for certain sectors.
 Processes and systems, etc

OPPORTUNITIES
 Profit margins will be good.
 Could seek better supplier deals.

THREATS
 Legislation could impact.
 Existing core business distribution risk
High volume/low cost market is intensely competitive.
PRODUCT RANGE
Britannia Product list and its brand range

Britannia Product focused on bringing more productive products and expanding

the market rapidly. It was started in 1892. It has a history of over 120 years and
its business has grown tremendously stepping at higher margin and satisfying
consumer needs by giving superior quality of products. Their brand name
including the features, quality, price, design etc. would help them in growth of
rapid sales and keeping regular customer and choosing their product in the
market. The products of Britannia Company were mainly consisting of Biscuits,
Snacks and Dairy Products.

Now let's have a detailed outlook about various segmentation of this giant brand
of products from Britannia.

Britannia Products

The Britannia Products consists of the four sectors:

Biscuits Sectors

Bread, Cakes and Rusk Sectors

Gift Sectors

Dairy Products

Biscuits Sectors

Britannia Biscuits is famous world-wide for its taste which is sold at a

reasonable and affordable price. Many millions of people enjoy eating biscuits
which is a healthy snack and which is available in all over the stores at any
time, anywhere and everyday.

Britannia Biscuits are further classified under below sectors:

Kids Nutrition

Treat or Luxury

Snacking
 Adult Health

Kids Nutrition

Biscuits are fond of everyone, kids, adult, old or new generation. Britannia
brings wide variety of Biscuits which gives consumers to choose wide range of
these products and enjoy the benefits.

Types of Biscuits under Kids Nutrition Sectors: Britannia Tiger Biscuits, Milk
Bikis,

The snap shot of each of these biscuits are attached for easy reference. Each of
these biscuits is briefly discussed:

Britannia Tiger Biscuits

Britannia Tiger Biscuits is one of the biggest brands in the kids sector. Tiger
Biscuits was launched in 1997. The biscuits are full of nutrients like iron,
calcium, folic acid and vitamin A, vitamin D and are very essential for growing
kids. Britannia Tiger Biscuits is one of the healthy snacks for kids. Tiger
Biscuits are consumed at any time due to its good taste and healthier product.
Britannia Tiger offers fun and energy to kids and also brings good health and
nutrition while consuming each bite of the biscuits.

Britannia New Tiger Biscuits consists of Tiger Glucose, Tiger Krunch Chocó-
chips Cookies, Tiger Krunch Fruit & Nut, and Tiger Orange.

The price varies from Rs 5 to Rs 15.

Britannia Milk Bikis Biscuits

Britannia Milk Bikis Biscuits is also one of the biggest brands in the kids sector.
Milk Bikis Biscuits was launched in 1996. The biscuits are full of smart
nutrients with four vital vitamins, iron and iodine and are very essential for
growing kids for their mental and physical development. Britannia Milk Bikis
Biscuits is one of the healthy snacks for kids as many kids dislike milk but they
love to eat 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.

Treat or Luxury

Biscuits which consist of cookies with Almond, Butter, Fruit, Wheat, and Milk
are fond of everyone, kids, adult, old or new generation. Britannia brings wide
variety of such Biscuits which gives consumers to choose wide range of these
products and enjoy the benefits under Treat and Luxury Sectors.

Types of Biscuits under Treat and Luxury Sectors: Britannia Cookies, Britannia
Good Day Biscuits, Britannia Nice Time Biscuits, Britannia Treat Biscuits and
Britannia Pure Magic.

The snap shot of each of these biscuits are attached for easy reference. Each of
these biscuits is briefly discussed:

Britannia Cookies Biscuits

Britannia is the Top Leader in the Cookies Sectors.

Britannia's latest brand which is referred as Britannia Cookies is packed and

enriched with the wholesome nutrition of wheat, butter and milk. Britannia
Cookies are available in two delicious kinds, one with Butter Elaichiz and other
with Fruit Dhamaka.

Butter Elaichiz is filled with Butter and Elaichi, and Fruit Dhamaka is filled
with fruit bits.

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.

Britannia Good Day Biscuits

Britannia is the Top Leader in the Cookies Sectors and God Day Biscuits is the
Top Most.

Britannia Good Day was launched in 1986 which were available in two
delicious kind one with Cashew and other with Butter. In year 1989, Good Day
Pista Badam was launched. In year 2000 Good Day Chocochips was launched
and in year 2004 Good Day Choconut was launched.

This brand of cookies has grown tremendously which is stepping at a higher

margin and satisfying consumer needs by giving superior quality of biscuits.
Cookies are fond of everyone, kids, adult, old or new generation. Britannia
brings wide variety of these cookies which gives consumers to choose wide
range of these products and enjoy the benefits as this brand promise all the
consumers with their good taste and ingredients.

Britannia Good Day Biscuits consists of Good Day Butter, Cashew, Rich Butter
Cookies (Butter and Cashew), Choconut Cookies, Butter Scotch cookies, Honey
& Raisin Cookies, Chocolate Chip, Rich Cashew Cookies ATC, and Rich Pista
Badam ATC.

The price varies from Rs 5 to Rs 50.

Britannia Nice Time Biscuits

Britannia Nice Time Biscuits were fully enriched with sugar which was
sprinkled over the biscuits which was so tasty for everyone, kids, adult, old or
new generation to consume it and enjoy every bite of it. There was a huge
market for this sector of Biscuits as this was preferred by all and kids as this
was so sweet to consume. It was rightly said that no one could stop eating the
whole packet.

The price varies from Rs 5 to Rs 10.

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 prefers this as well as
afternoon snack.

Britannia Treat Biscuits consists of Treat Jim Jim, Treat-O Vanilla, Treat Fruit
Creams, Treat Mango, Treat Orange, Treat Pineapple, and Treat Strawberry
 Treat Jim Jam

This is the Top biscuit which is called as the classic Jim Jam. This biscuit is
very crispy with vanilla cream and topped with jam and added with sugar. This
biscuit is available at a price range of Rs 5 to Rs 25. This biscuit is termed as all
time favourite in kids snack box.

Treat-O Vanilla

This is kid's favorite cookie biscuits. This biscuits is enriched with yummy
milky cream. This biscuit is available at a price range of Rs 5 to Rs 20 which is
packed in Vanila and Chocolate flavours.

Treat Fruit Creams

Treat now launches softy cream in four ice-creamy fruity flavours which is
perfect through out the day especially for kids. Flavours consist of Strawberry,
Mango, Pineapple, and Orange. This biscuit is available at a price range of Rs 5
to Rs 25 which is shared with everyone in the family and all generation of
people.

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.

Britannia Pure Magic Biscuits consists of Chocolate Crème Biscuits, Vanilla

Crème Biscuits, and Praline Crème Biscuit.

Chocolate Crème Biscuits

This biscuits is enriched with crisp chocolate biscuits, which are knotted with
thick, cocoa crème and which are called as crisp chocolaty biscuits.

Vanilla Crème

This biscuit is enriched with Vanilla Crème which is set in bittersweet

chocolate.

Praline Chocolate
This biscuit is chocolate flavour with hazelnuts and almonds. This is the newest
and most exclusive product of Britannia.

Snacking

Biscuits which are consumed as snacks are of the best products of Britannia
Company. These snacks are fond of everyone, kids, adult, old or new
generation. Britannia brings wide variety of such Snacks which gives
consumers to choose wide range of these products and enjoy the benefits under
snacking sectors.
Types of Biscuits under snacking sectors:
 Britannia 50-50

 Time Pass

 Little Hearts

 Bourbon

The snap shot of each of these biscuits are attached for easy reference. Each of
these biscuits is briefly discussed:

Britannia 50-50

In the year 1993, Britannia's 50-50 was launched and it was the best snack
product which was preferred by all generation of people. In 2001, the delicious
Maska Chaska was launched and became the success. In 2008 50-50 sharpened
its focus on housewives and positioned as a snack.

Britannia's 50-50 Snackuits was the latest product under snacking sector with
three unique international flavors- Snackuits Italiano Pizza, Snackuits Swiss
cheese & Chilly and Snackuits Chinese Hot & Sweet.

Time Pass
Britannia introduced a new product mainly for youth and is referred as the best
snack which is termed as "Fried is gone, baked is on". The price is very
reasonable which Rs 5 – Rs 10. It launches three exciting flavours which is
Mindless Masala, Loafer Lemon and Tapori Tomato. Further, it has more
excitement by launching new product under the same name which is Time Pass
Classic Salted and Time Pass Nimkee.

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. This product was in
great demand with special taste experience that the youth segment were
impressed about this product. It is rightly said that each bite of Little Hearts
melts in the mouth within a second time.

In Year 2003, two flavours called Little Hearts Chocolate and Little Hearts
Sesame were introduced.

Bourbon

Britannia presents yet another brand of Chocolate Biscuits which is thick, rich
and delicious which are packed with crunchy chocolate with sugar and is called
as "Bourbon Biscuits". The search of this biscuit began in the year 1955.

This biscuits are consumed by every generation of people. This biscuit is termed
as all time favourite in kids snack box. Variety of this Biscuits consists of
Bourbon Cappuccino, Chocolate Biscuits in Nano Pack, Pocket Pack, Hangout
Pack, Party Pack or Gift Pack.

Adult Health

Biscuits which are consumed by adult which are good for health as it consists of
vital nutrients and vitamins, oats, Honey, Fibre, Ragi, 5 Grain, and Multigrain
and are referred as the best products of Britannia Company. Britannia brings
wide variety of such biscuits which gives consumers to choose wide range of
these products and enjoy the benefits under adult health sectors.
Types of Biscuits under Adult Health sectors:

Britannia Marie Biscuits

Britannia Nutri Choice Biscuits

Britannia Marie Biscuits

Britannia Marie Biscuits is successful with its balanced taste, crispy and
lightness along with added vitamins and minerals and is rightly called as
"healthy tea time biscuit". This Biscuit is top amongst the Britannia Biscuits of
brand.

This biscuit is further classified into brand called Vita Marie Gold and Vita
Marie Honey Oats Biscuits.

Vita Marie Gold Biscuits are loaded with active nutrients and keeps all
generation of people active throughout the day. This biscuit is perfect for tea
time. Vita Marie Gold Biscuits are with low fat category, cholesterol free and
are made up of cereal, milk protein, and ten essential vitamins.

Vita Marie 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, cholesterol free and fiber and are flavoured with honey.

Britannia Nutri Choice Biscuits

Britannia NutriChoice provides you with a range of healthy snack and good in
taste which is rich in fiber, oats, Ragi and Multi Grain and 5 Grain consisting of
Oats, Ragi, Wheat, Rice and Corn. This product is one of the best and good for
those people who have high cholesterol and heart problems.

Britannia's NutriChoice consist of biscuits such as Hi-Fibre Digestive NutriBix

Biscuits, 5 Grain NutriBix, NutriChoice Crackers, Nutri Choice Arrowroot,
Multigrain Thins, Multigrain Roasty, NutriChoice Ragi and Oats Biscuits.

Hi-Fibre DigestiveNutriBix
This Biscuits is packed with Hi-Fiber and this Fiber helps smoothen the
functioning of stomach and also digestion system.

5 Grain NutriBix

This Biscuits is the best to stay active throughout the day. The 5 Grain
Consisting of Oats which minimizes the bad cholesterol, Corn which helps the
heart, Ragi filled with calcium and fibre, Wheat gives energy and Rice gives
energy and lower fat level.

NutriChoice Crackers

This Biscuit is crunchy, light and good to taste. This biscuit is filled with whole
wheat, no fat or preservatives and contains Ajwain and Jeera and good to eat
with tea.

Nutri Choice Arrowroot

This Biscuit keeps stomach stronger and fights the harmful toxin out from the
body.

Multigrain Thins

These are a mix of 5 grains – i.e Rice, Wheat, Corn, Ragi and Oats, which are
topped with crunchy flaxseeds.

Multigrain Roasty

It is one of the crunchy snacks which are generally consumed at the end of each
meal or mid-meal.

NutriChoice Ragi and Oats Biscuits

This Biscuits was introduced for those who are suffering with Diabetic.

Bread, Cakes and Rusk Sectors

Bread, Rusk sectors

Bread and Rusk which are consumed by adults, kids and by all generation of
people consists of vital nutrients and vitamins, Honey & Oats, Multi-Grain,
Whole Wheat, and Multi-Fiber.

Britannia brings wide variety of such Bread 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

Britannia Bread

Britannia Bread launched Health Breads in Delhi on Nov 14, 2011. This new
range of breads consists of Honey & Oats Bread, Multi-Grain Bread, 100%
Whole Wheat Bread and Multi-Fiber Bread. Upto the year 1958, there were no
consumption of bread and there was only one unit in Delhi. Further in the year
1963, Britannia was the first branded sector in the bread market which offers
400 grams and 800 grams plain white sliced bread. The main reason of
introducing quality bread was to bring to the consumers about the concept of
bread i.e "Eat Healthy and Think Better".

Types of Bread:

Honey & Oats Bread

This bread consists of loads of Honey and oats in every bite of each slice. This
was very good and healthy to people who opt for this bread.

Multi-Grain Bread

This has multi grain which consists of oats, ragi, whole wheat, soya and flax
seed and people who consume were so happy that they find richness of whole
grains in every bite of every wholesome slice.

Multi-Fiber Bread
This bread is filled with natural wheat and oat fibers to give healthy breakfast in
the morning. Fiber helps in effective digestion and helps in controlling
cholesterol.

100% Whole Wheat Bread

This bread is filled with fresh wheat and good for health as wheat brings loads
of energy to human body.

Britannia Toasted Rusk

The toasted Rusk was launched by Britannia in the year 2005. This was the best
product of Britannia and served as the best breakfast in the morning. These
Rusk are prepared with the finest flavour and ingredients and baked with good
taste of each bite. The best toasted Rusk is the Suji Toast.

Cake sectors

Every kid, adult and all generation of people love the slice of cake which are
yummy and sweet. These are fast moving products and are consumed very
faster once purchased from the market. The prices are very reasonable and are
affordable by all generation of people.

Cakes are served at any time, during breakfast, snacks, in the afternoon or in the
evening, and mainly in the weddings and birthday's parties, and festivals such as
Christmas, and New Year eve.

During the year 1963, Britannia launched its cakes in India.

Types of Cakes:

Bar Cakes

People who are very busy during the day, this Bar cakes are very helpful for
them which comes as a Soft, and delicious to consume and termed as the ideal
snack during any time. It has many flavours such as Fruit, Butter Sponge,
Chocolate, Pineapple, Milk, Vanilla, Chocolate and Orange.

Cup Cakes

This is best product in the Britannia's Cake sector as this is preferred by all
generation of people which is served as the best and easy breakfast for those
who don't have much time to eat at home. This cup cake can be consumed
during any place, any moment in the car or in the movie place etc.

Chunk Cakes

This cake is soft and juicy with real fruit that makes any one to bite them and
ready to consume it at any place or office. The price is very reasonable which is
ranging from Rs 5 to Rs 6.

Britannia Veg Cakes

This is the best product for those who are vegetarian and this is without egg.
This is eggless cake which can be consumed by those who are not non-
vegetarian. This is the best product for them and it is a great tribute for each and
every vegetarian people. It has flavour which is Twisty Fruity Price and sizes:
Rs. 15/- for 75 gm pack.

Gift Sectors

Britannia introduced 'Shubh Kaamnayein range' which allows exchange of gifts

and good wishes to all your relatives, friends and family members. This was
during festival reason during the year. Main festivals consist of Diwali,
Christmas, Ganesha Festival, New Year Eve.

'Britannia Classic Hampers' contain all the best products of biscuits which
include Good Day, Treat Jim Jam, Bourbon and Little Hearts which brings
smile and happiness for those who receive this hamper from their loved ones.
Britannia's main concept of introducing this gift range was to bring happiness
together while sharing, gifting and wishing the loved and dear ones "Shubh
Kaamnayein" and thus completing the "Festival of Lights" a remarkable festival
for all.
This gift consists of Premium Assorted Cookies, Cookie Delight, Meetha
Namkeen 2, Healthy Gifts, Royale Special, Choco Delight 2, Veggie Delight,
Meetha Namkeen 1, Choco Delight 1, Assorted Biscuits etc.

Dairy Products

Britannia Dairy Products is famous world-wide for its taste which is sold at a
reasonable and affordable price. Many millions of people enjoy eating butter,
ghee, milk, cheese, dahi, health drink, choco milk, and badam milk which is a
healthier drink and which is available in all over the stores at any time,
anywhere and everyday.

Britannia Dairy Products are further classified under below products:

 Cheese

 Butter

 Ghee

 Milk

 Gourmet Cheese

 Dahi

 Dairy Whitener

 Actimind

 TigerZor Choco Milk and Badam Milk

Britannia Cheese Product

Britannia Company has the largest range of cheese in India. The cheese
products are made with high-quality and cow's milk. This cheese is very tasty to
eat and a healthier food for the entire family. These are available in various pack
sizes and flavours which provide a variety of fast and healthier food and recipes
for family, relatives and any guests who come to house without informing. This
is also kids special as many kids like to eat them during lunch break.
Britannia Cheese is available in Blocks, Cubes, Spreads, Slices and types of
cheese sold are Pizza Cheese, Low-fat cheese and Cream Cheese.

Products available under cheese are Cream Cheese, Slimz Cheesy Slices,
Cheese Slices Calcium Plus, Cheese Slices with Asli Pepper, Cheese Slice
Plain, Cheese Cubes Sour Cream & Onion, Cheese Cubes Classic, Cheese
Cubes Masala Mania, Cheese Cubes Mirchi Poppers, Slimz Cheesy Spread,
Cheese Spreadz Mexican Mirchi, Cheese Spreadz Minty Coriander, Cheese
Spreadz Peppy Cilantro, Cheese Spreadz Sour Cream & Onion, Cheese Spreadz
Classic, Cheese Spreadz Asli Pepper, Cheese Spreadz Classic 180gm, Cheese
Block 400gm, Cheese Block 1Kg, Cheese Natural Cheddar, Cheese Tin 400gm
and Cheezza Cheese for Pizza.

Britannia Butter Product

Britannia Butter is yellow in colour with great taste and can be spread over even
after refrigerating it. Britannia’s Butter is made from pure cow’s milk. It can be
used as a spread on bread, or on parathas, or in baking or frying. Britannia’s
Butter is available in two pack of 100gm and 500gm each.

Britannia Ghee Product

Britannia's Ghee is well known for its purity and taste and famous all over
India. It is the only national brand in ghee sector for Britannia. The Ghee made
is pure and from cow's milk which is enriched with Vitamin A, E etc. This Ghee
is available in packs, pet jars, pouch refills, cartons and tins. It is said that
Britannia Ghee can be stored for a year without refrigerating it and the Ghee
will be pure and nature.

Products available under ghee are Pure Ghee 1ltr plastic bottle, Pure Ghee
500gm tin, Ghee 100gm bottle, Pure Ghee Danedar 1ltrd Carton, and Pure Ghee
1ltr Carton.

Britannia's Ghee is well known for its purity and taste and famous all over
India. It is the only national brand in ghee sector for Britannia. The Ghee made
is pure and from cow's milk which is enriched with Vitamin A, E etc. This Ghee
is available in packs, pet jars, pouch refills, cartons and tins. It is said that
Britannia Ghee can be stored for a year without refrigerating it and the Ghee
will be pure and nature.

Products available under ghee are Pure Ghee 1ltr plastic bottle, Pure Ghee
500gm tin, Ghee 100gm bottle, Pure Ghee Danedar 1ltrd Carton, and Pure Ghee
1ltr Carton.

Britannia Milk Product

Britannia brings an exciting surprise by introducing Milk products. The milk

available is toned and skimmed milk slimz made from fresh cow's milk. For
every sip you have Britannia Milk brings goodness and freshness with the
promise of purity and good health and fitness.

A Britannia new product which is Slimz Milk is with Zero percent Fat and Zero
percent Cholesterol. Every slip brings you stay fit and feel good and healthier.

Britannia Gourmet Cheese

Britannia Gourmet Cheese brings the world cheese to the door step of each and
every Indian consumer. The Britannia Gourmet Cheese comes with two types –
one is Emmental which is Swiss Cheese and other is Gouda which is Dutch
Cheese.
Emmental Cheese

This cheese is yellow in colour and made from cow's milk. This cheese origin
come from Emme Valley in Switzerland and this cheese is best consumed with
sandwiches and best for snacking purposes.
Gouda
Cheese

This cheese is named after the city of Gouda in Netherlands; Gouda cheese is
the famous cheese of Dutch and this cheese is made from cow's milk. This
cheese is smooth and best for compution with sandwiches and salads.

Britannia Dahi

Britannia Daily products introduce Dahi to bring tasty and sweetness in every
sip and to make the entire family happy. This dahi is made from fresh milk and
is 100% pure and healthy. No preservatives, nor colour or any flavours are
added in it. This dahi is thick and tasty to consume the whole packet within a
second's time.

This Dahi is available in cups of 200gm and 400gm. It also offers low fat dahi.
Britannia Dairy Whitener

Britannia Dairy Whitener is well known for the taste, thickness and it's creamy
to be added with tea, coffee, kheer, or custard. Britannia Dairy Whitener gives
good taste in every sip of tea or coffee. This is available in carton packs and
pouch refills.

Britannia Actimind

Britannia's ActiMind is a milk-based health drink for children. This has 7

formulas of active brain nutrients that help to improve good memory of growing
kids. It has 5B Vitamins which help to bring good energy in the brain. It is
available in two delicious flavors - Mango and Strawberry.

Britannia TigerZor Choco Milk and Badam Milk

Britannia TigerZor Choco Milk

It is a chocolaty milk health drink for growing kids having 5 active nutrients
that help in development of brain and body. These 5 active nutrients consist of
Iron, Zinc, Iodine, Vitamin A, and Calcium. Iron helps in growth of mental and
physical development. Zinc helps in strong immune system. Iodine helps in
good growth. Vitamin A helps in better vision and good skin. Calcium helps in
growth of healthy bones and teeth.

Britannia TigerZor Choco Milk is available in a delicious Chocolate flavor, in

150 ml bottles with easy to remove and drink every sip of the best drink.

Britannia TigerZor Badam Milk

It is healthier milk drink enriched with Badam in it. Britannia TigerZor Badam
Milk comes with real bits of Badam and Full Cream Milk. This drink has been
considered as one of the most healthier and nutritious drink.
Britannia TigerZor Badam Milk is available in a delicious Badam flavor, in 150
ml bottles with easy to remove and drink every sip of the best drink.
 CHAPTER-3

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Every project work is based on certain methodology, which is a way to

systematically solve the problem or attain its objectives. It is a very important
guideline and lead to completion of any project work through observation, data
collection and data analysis.
According to Clifford Woody, “Research Methodology comprises of defining &
redefining problems, collecting, organizing &evaluating data, making
deductions &researching to conclusions.”
Accordingly, the methodology used in the project is as follows: -
 Defining the objectives of the study
  Framing of questionnaire keeping objectives in mind (considering the
objectives)
 Feedback from the employees
 Analysis of feedback
 Conclusion, findings and suggestions.

OBJECTIVE OF THE PROJECT

As the project was to identify the reasons for inconsistent sales of cheese
product, which includes the study of consumer behaviour and retailer survey.
The question arises why company need this kind of project. The main harms
to the company from inconsistent sales are:

OVER OR UNDER PRODUCTION

Inconsistent sale leads to over or under production. Over production increases
the investment of company in stock due to that company is not able to make
optimum use financial sources.
Under production is also major problem because the company is not able to
satisfy the demand of the consumers. E.g. If a retailer is not able to provide a
product for one or more time then the customer do not asks again for it.
2. If the demand is not stable then the company is not able to introduce new
ideas and plans.
3. In short inconsistent sales cause wastage of manpower, technology, raw
material, funds, loss of customers etc.

SELECTION OF SAMPLE SIZE

The Company has a total strength of 96 officers and 403 workers. In order to
take a reasonable sample size and not to disturb the functioning of the
organization, a sample size of 20% of the total strength of the Company has
been taken in order to arrive at the present practices of training in the Company.
Accordingly, 20 officers and 40 workers have been selected at random from all
the departments of the organization and feedback forms (questionnaire) have
been obtained. The data has been analyzed in order to arrive at present training
practices in the organization.

SCOPE OF THE STUDY

The following are the limitations of the study:
 The sample size was small and hence the results can have a degree of
variation.
 The response of the employees in giving information was lukewarm.
 Organization’s resistance to share the internal information.
 Questionnaire is subjected to errors.

SAMPLING TECHNIQUE USED

The technique of Random Sampling has been used in the analysis of the data.
Random sampling from a finite population refers to that method of sample
selection, which gives each possible sample combination an equal probability of
being picked up and each item in the entire population to have an equal chance
of being included in the sample. This sampling is without replacement, i.e. once
an item is selected for the sample, it cannot appear in the sample again.

DATA COLLECTION
To determine the appropriate data for research mainly two kinds of data was
collected namely primary & secondary data as explained below:

PRIMARY DATA
Primary data are those, which were collected afresh & for the first time and thus
happen to be original in character. However, there are many methods of
collecting the primary data; all have not been used for the purpose of this
project. The ones that have been used are:
 Questionnaire
 Informal Interviews
 Observation

SECONDARY DATA
Secondary data is collected from previous researches and literature to fill in the
respective project. The secondary data was collected through:
 Text Books
 Articles
 Journals
 Websites

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this
project are:
 Questionnaire
 Pie Charts
 Tables.

LIMITATIONS
 Number of consumers and retailers survived may be inadequate to represent
the whole scenario of Delhi market.

 Not every retailer & consumer have positive attitude towards the survey, so
the information collected may be inaccurate.

 It is also possible that the respondent may answer according to what they
think rather they do.

 Some of the respondents are unwilling to answer because they feel that such
surveys are of no use.

 The conclusions are drawn on the basis of response given by 200 retailers
and 150 consumers. There is possibility of misunderstanding their views.
 CHAPTER - 4

DATA ANALYSIS & PRESENTATION

BRITANNIA MAJOR SELLING PRODUCTS

 GOOD DAY 31%MS

 MARIE GOLD 26%MS
 TREAT 12%MS
 TIGER 18%MS
 BOURBON 13%MS(approx)

DATA ANALYSIS & INTERPRETATION

Factors responsible for inconsistent sale of BRITANNIA BISCUITS are

analyzed under the following heads.
A. Consumer survey (Study of consumer behavior).
B. Retailer survey.

CONSUMER BEHAVIOR
Consumer behavior is the behavior that a consumer exhibits before buying a
product, while using the product and after using the product. So consumer
behavior plays important role in influencing the demand of a product. Consumer
behavior is unpredictable it can be predicted if we know the eating habits of the
consumers. To study the consumer behavior for dairy products following points
are studied.
 BRAND AWARENESS

A Brand is a name, term, sign, symbol, or a combination of them, intended to

identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors.
A brand is essentially a seller’s promise to consistently deliver a specific set of
features, benefits and services to the buyers. The best brands convey a warranty
of quality.
To study the brand awareness for biscuits, 160 people were asked that whether
they know about the biscuits of Britannia or not?
Out of 160 people surveyed, 110 were found aware of Britannia Biscuits. That
means 73.75% people were aware of Britannia Biscuitss. And only 26.25%
were not. From the above analyses we can say that Britannia Biscuits, have
average brand awareness
FREQUENCY OF CONSUMPTION OF BRITANNIA BISCUITS:
The sale of a product is very much influenced by the frequency of consumption
of that product. If the frequency of consumption is regular, then the sales
increase consistently with addition of new consumers.
To study the kind of consumers for Britannia Biscuits whether regular or
occasional
Survey of 150 consumers is done and following data is recorded.

Regular 83
consumers
Occasional 67
Consumers
Total consumers 150
surveyed
As the regular consumers of Britannia Biscuits are only 42.66% and occasional
consumers are 57.33% this causes inconsistent sales.
Reasons for higher occasional consumer purchase for Britannia Biscuits are: -

1. People have the habit of consuming Biscuits daily.

2. People have a perception about that Product .
3. People find it less expensive so it can be consumed regularly.

INFORMATION SOURCE FOR BRITANNIA BISCUITS

In BISCUITS industry the demand of a product very much depends on
advertisement. It is the only source that motivates a consumer to purchase a
particular product. So here an attempt is made to find out the most effective
media for Britannia Biscuits,

Out of 150 consumers surveyed

TVADVERTISEMENTS 138

BOARDS 7

RETAILERS 5

FRIENDS 2

BOTH TV & RETAILERS

BOTH TV & BOARDS 3

TOTAL CONSUMERS 150

SURVEYED
RELATION BETWEEN DEMAND FOR BRITANNIA BISCUITS AND
CONSUMER AGE.
Every product has a target age group consumers and it is positioned according
to that. To study the target age for britannia Biscuits a question was asked,
whether they purchase Britannia Biscuits for there family or not. If yes then
which age group demands more for britannia biscuits?
Out of 150consumers surveyed: -
76% said Yes purchase for family.
24% said do not purchase for family.
Out of 76%, who purchase britannia Biscuits for their family, they purchase
britannia Biscuits for following age group.
AGE GROUP NO OF
(YEARS) PEOPLE
5-10 6
10-18 16
18-25 52

25 ONWARDS 48
From the above analysis it can be said that jointly 15-25 () is the target age
group for britannia Biscuits. So the advertisement and promotional activities
should be according to this age group.
BRITANNIA BISCUITS AS REGULAR FOOD?
Britannia Biscuits is a product whose packing, size, shape and crunchiness
makes it look GOOD. When people were asked how they view britannia
Biscuits as REGULAR FOOD? The following results were recorded.
Out of150 consumers surveyed
84 consumers i.e. 56% views britannia Biscuits as a regular food consumers
i.e. 44% consumer i.e. 66 views as a optional food.
KIND OF PURCHASE FOR BRITANNIA BISCUITS
To study the purchase category of britannia Biscuits whether planned or
impulse a question was asked in the questionnaire that , what kind of purchase
they make of britannia biscuits?
Following results were recorded.
PLANED 69
PURCHASERS
IMPULSIVE 81
PURCHASERS
TOTAL 150

So from the above analysis we can say that britannia biscuits are more in
impulse purchase category, as we know products of impulse purchase category
needs very heavy advertisement.
 CHANGE IN THE CONSUMPTION OF THE BRITANNIA BISCUITS

When people were asked whether they have recorded any change in their
consumption of britannia biscuits by last 3-4 months or not.
Following results were recorded.
Out of 150 consumers surveyed:-

No Change Increased Decreased

93 38 19

So we find that the majority of consumers 58%, has recorded no change

consumption of britannia dairy products. Only 31% consumers as per survey
have recorded increase and 11% consumers has recorded decrease in the
consumption of Britannia dairy products.

B. RETAILERS SURVEY
In Britannia biscuits, due to Brand clutter there is very tough competition and
very less product differentiation. The consumer leaves his decision on the
retailer. Now day’s consumer simply asks the retailer for a sweet or low fat
biscuits products. It is up to the retailer which product he offers, so the retailer
is king in biscuits.
In retailer survey an attempt is made to study following issues
1. What motivates a retailer to sell britannia biscuits?
2. Whether retailer push energy influence the demand of Britannia biscuits
or not?
3. Problems faced by the retailers in selling britannia biscuits?

WHAT MOTIVATES A RETAILER TO SELL BRITANNIA BISCUITS?

There are a lot of factors that a retailer seeks from the company to sell a
particular product. For britannia biscuits when this question was asked to the
retailers, they suggest lot of factors. but the common factors they replied were
following.

MARGIN
SCHEMES

PROPER SUPPLY
CREDIT
REPLACEMENT

Higher margin is the most important thigh that a retailer seeks from a company.
Generally the decision of a retailer to sell a particular product is dominated by
the comparison of margin with other products of that kind.
The retailers compare britannia biscuits with both Parle and Sunfeast Because
Britannia biscuits are hanged with good quality so they are close competitor of
Parle.

Second main thigh that motivates a retailer is the schemes with the products.
Commonly companies use to provide various retailers schemes to attract them
to sell their product. The most common schemes are some gift items, free
samples, discounts on bulk purchase. Same is in case of britannia biscuits the
retailers often seeks for schemes. britannia biscuits products is providing
various retailers time to time. Now a days the scheme with britannia biscuits is a
free a boul with purchase of Good Day.

Proper supply is the thigh that retailers want. In case of britannia biscuits, as
food products is in the category of impulse purchase, it should be hanged at
front and the supply should be regular.

Another important thing that the retailer seeks is the credit facility. The retailers
of britannia bisciuits have to invest a huge amount in keeping various kinds of
biscuits. Small and even big retailers have some time problem in keeping stock
of britannia biscuits .As the sales of britannia biscuits are not so good and
retailers are not able to sell the stock for a longer period, so they need credit
facility.

Replacement of the products with complaints is another factor that a retailer

wants from a company. Many times in case of packed food there are complaints
of rat biting and brokered in which the retailer cannot be held responsible. It is
with britannia biscuit products the retailer have problems of air leakage and rat
biting and they want replacement. if u will purchase a retailer can enjoy these
schemes.

SURVEY RESULTS FOR MARGIN WITH BRITANNIA BISCUITS

Out of 200 retailers surveyed 163 reported that the margin is good with
britannia dairy products and 37 reported poor margin.
NOTE: -
Here we can find that the majority of retailers have reported that the margin is
ok or good with britannia Biscuits. According to some retailers if the demand is
good for a product then its margin do not matters. So company must focus on
increasing the demand.

SURVEY RESULTS FOR SUPPLY OF BRITANNIA DAIRY

PRODUCTS

Regarding the supply of britannia biscuits, the results are not favorable to
company. The supply of britannia biscuits is not very good. From retailer survey
it is analyzed that, only 63 (63%) retailers has on time supply and rest 37 (37%)
has very poor supply.

NOTE
The retailers who have recorded poor supply of britannia dairy products, most
of them are facing this problem just after the separation of distributors for
britannia dairy products from other products of Britannia.
 CHAPTER - 5

CONCLUSION

CONCLUSION

ADVERTISEMENT DEPENDENT DEMAND.

The demand of britannia biscuits depends heavily on advertisement. If the
advertisement is regular and frequency is high then the demand is also high.
 The demand of biscuit products was not so good before five to six months.
Due to that many retailers stop selling britannia biscuit products. This causes
instant slump in the demand of britannia biscuit products.
 The third main reason for the slow down in the demand of britannia biscuit
products would be poor distribution system of britannia. After the separation
of the distribution of britannia biscuits from other products, the supply of
britannia biscuit products was not proper. The retailers are getting the supply
once in one or two months.
 Introduction of new schemes with other products like parle, Sunfeast
products also affect the demand of britannia products.
 Higher impulsive and occasional purchase is also the reason for the up &
downs in the sale of britannia products.

FINDINGS

The major findings of the project are enumerated as follows:

 Training is considered as a positive step towards augmentation of the
knowledge base by the respondents.
 The objectives of the training programmes were broadly known to the
respondents prior to attending them.
 The training programmes were adequately designed to cater to the
developmental needs of the respondents.
 Some of the respondents suggested that the time period of the training
programmes were less and thus need to be increased.
 Some of the respondents also suggested that use of latest training methods
will enhance the effectiveness of the training programmes.
 Some respondents believe that the training sessions could be made more
exciting if the sessions had been more interactive and in line with the current
practices in the market.
 The training aids used were helpful in improving the overall effectiveness of
the training programmes.
 The training programmes were able to improve on-the-job efficiency.
 Some respondents also recommended that the number of training
programmes be increased.

CHAPTER - 6

RECOMMENDATIONS
 RECOMMENDATIONS

The suggestions, if adopted then the company may expect no further up and
downs in the sales of britannia products and sales will definitely increase with
consistency.
 After the survey of 150 consumers & 200 retailers the conclusion comes out
that, there is need to improve the distribution system of britannia products. It
is noted that supply is mostly regular at shops with heavy investment and are
placed at centre of good residential places, such as Sabka Bazar, Apana
bazaar. Many retailers do not have regular supply.
 The areas such as alaknanda, kalkaji, gk-1, South ex, rk puram has very poor
supply. Some of the retailers have reported supply once in one - two months.
The suppliers are ignoring small retail shops.
 So the most important thigh is to improve the supply in both small & large
shops.
 britannia products is a product mostly liked by the 15-24 age group as per
survey, So there is need to start some schemes for youth to motivate them to
purchase britannia products.
 britannia dairy products has higher impulse purchase than planed so to
increase in the planed purchase the frequency of advertisement should be
increased.
 Attractive hangers or stands should be provided to the retailers so that they
can easily put the bars of britannia products out side to increase in sales by
increase in impulse purchase.
 Retailer is the king in the biscuits. Retailer push energy also works in
promoting the sales of britannia products. So there is need to motivate the
retailer through regular retailers schemes.
For e.g.
Pepsi is giving one bottle free on the purchase of one crate of 500 ml.
M.D.H is giving special discount on the purchase of more than Rs 500.
The quantity in the small pack for Rs 4 is less (20 gm). The pack should be
priced for Rs.5 and the quantity should be increased by10 gm.
Introduction in new sweet & salty flavors.
Due to introduction of new flavors the investment of retailers
In britannia products has increased. Now they have to invest four times in the
britannia products. The demand of britannia products is not so good , so they
must be given credit period of two weeks
Other suggestion given by the consumers includes:
Reduction in the saltness.
Improvement of taste.
Following SWOT analysis is based on the researcher’s observation of the
market while conducting the research and project’s data analysis.
 CHAPTER - 7

QUESTIONNAIRE

ANNEXURES
Questionnaire to study the consumer behavior for Britannia’s Biscuit
products.

PERSONAL DETAILES Date :

Place :
Name
Age
Profession
Address
1. ARE YOU AWARE OF BRITANNIA’S BISCUITS?
(a) YES

(b) NO
2. HAVE YOU TRIED TREAT JIM JAM PRODUCTS?
(a) YES

(b) NO
3. DO YOU CONSUME GOOD DAY REGULARLY? IF NOT WHY?
(a) YES

(b) NO

4. WHICH TYPE OF BISCUITS DO YOU LIKE MOST?

(a) MILK GLUCOSE
 (b) CREAMY TREAT

(C) CHOCO CHIP GOOD DAY

(d) BOURBON

5. HOW DO YOU COME TO KNOW ABOUT BRITANNIA PRODUCTS?

(a) T V ADVERTISEMENT

(b) SPONSERSHIP

(c) RETAILERS

(d) FRIENDS

6. ON WHAT OCCASIONS DO YOU LIKE TO CONSUME TREAT

BISCUITS?

(a) __________________________________________
(b) __________________________________________
(c) __________________________________________

7. WHAT KIND OF PURCHASE DO YOU MAKE ON BISCUITS

(a) PLANNED
(b) IMPULSE.
8. HOW DO YOU VIEW BRITANNIA FOOD PRODUCTS AS?

(a) REGULAR FOOD

(b) OPTIONAL CONSUMPTION

9. HOW DO YOU FEELS OF SUBSTITUTING THE CONSUMPTION

OF GOOD DAY CHOCOCHIP WITH B0URBON?
___________________________________________________
___________________________________________________
___________________________________________________

10. (B) WHICH AGE GROUP OF YOUR FAMILY DEMANDS MORE

FOR COOKIE PRODUCTS?

(a) 5 – 10

(b) 10 – 18

(c) 18 – 25

(d) 25 – ONWARDS

11. DO YOU THINK BRITANNIA BISCUITS DELIVERS BEST VALUE

FOR YOUR MONEY?

(a) YES

(b) NO
12. DO YOU HAVE RECORDED ANY CHANGE IN YOUR
CONSUMPTION OF BISCUIT PRODUCTS BY THE LAST THREE
TO FOUR MONTHS?

(a) NO CHANGE

(b) INCREASED
(c) DECREASED

13. WHAT KIND OF COMMENTS, EITHER FAVORABLE OR UN

FAVORABLE DO YOU RECEIVE FROM THE RETAILERS WHEN
YOU ASK FOR BRITANNIA BISCUITS?
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14. YOUR COMMENTS AND RECOMMENDATIONS?

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 BIBLIOGRAPHY

TEXT BOOKS

Philip Kotler : Marketing Management (Millennium edition), Prentice –

Hall of India (P) Ltd., New Delhi.

Aakar, Day and Kumar, Essentials of Marketing Research, John Wiley &
Sons.

Richard I.Levin and David S.Rubin, Statistics for Management, 7th Edition,

S.P.Gupta Statistical Methods

Prentice Hall of India Pvt.Ltd., New Delhi

Joseph F.Hair, Jr, Marketing Research, McGraw Hill,

oG.C.Beri, Marketing Research, McGraw Hill.

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