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CONTENTS
Acknowledgement
Preface
Executive Summary
Objective of the project
Research ethodology!
"iterature Review
#ompany Profile
$rade Profile
arketing Plan
anagement %ierarchy
#omparison with other business
&ovt! policies related to business
About the topic 'arket Potential(
)indings And Analysis
"imitation
Summary*conclusion
Suggestions*Recommendations
+ibliography
Annexure
,ord of $hanks
-uestionnaire
ACKNOWLEDGEMENT
A work is never a work of an individual! ,e owe a sense of gratitude to the
intelligence and co.operation of those people who had been so easy to let us
understand what we needed from time to time for completion of this exclusive
project!
,e want to express our gratitude towards rs! Susheela #hamoli/ arketing
)aculty/ 00P 1elhi for giving us an opportunity to do this project!
"ast but not the least/ we would like to forward our gratitude to our friends 2
other faculty members who always endured us and stood by us and without
whom we could not have envisaged the completion of our project!
PREFACE
$o start any business the success entirely depends on the marketing research
done about the particular and the consumer attitude towards the product!
arketing research plays a vital role in a business to make it success!
,e have tried to put our best effort to complete this task on the basis of skill that
we have achieved during our studies in the institute!
,e have tried to put our maximum effort to get the accurate statistical data!
%owever we would appreciate if any mistakes are brought to us by the reader!
EXECUTIVE SUMMARY
After going thick on the things/ now time is to make a complete picture! ,hile
making a product a S34 'stock keeping unit( of the shop retailers think about the
&RO0 'gross margin return on investment( and they promote the brand which
provides them highest! $hey 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!
arketer needs to use advertising and brand building strategies to address the
discerning buyers and retail push to in different buyers! $he manufacturer should
understand consumer behavior because retailers can5t help 6uality and price! 0t is
only up to manufacturers to deliver what consumer wants! 0 need to stress on it
because 789 retailers said that it is demand why they sell +ritannia! :;9 agree
that at retail shop it is brand popularity/ which determine the purchase of biscuit!
$here is a greater need to understand the retailer behavior! #onsidering them as
a team/ working for the company may help them to be attached to the company!
$here should be a feeling of belonging to the company in inner of the retailers!
$his can be done by setting values club for retailers so that they may exchange
views with the company and help in understanding consumer behavior!
CONSUMER BUYING BEHAVIOR
4nderstanding the buying behavior of the target market is the essential task of
marketing management under marketing concept! $he consumer market consists
of all the individuals and households who buy or ac6uire good and services for
personal consumptions! $he buying behavior tries to find out the answers for the
6uestions/ who buys< %ow do they buy< ,here do they buy< 1o they buy<
(A) FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR
$here are four major factors that influence the buying behavior such as cultural
factors/ social factors/ personal factors/ and psychological factors!
i. CULTURAL FACTORS: #ulture is the most fundamental determinant of a
person wants and behavior! =alues/ 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!
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
0t includes buying roles/ types of buying and steps in buying process!
I. BUYING ROLE
$he buying role could be classified into four parts! $hese are initiator/ influencer/
decider and buyer!
II. TYPES OF BUYING BEHAVIOR
#onsumer decision taking varies with the type of buying decision! $here are four
types buying behavior such as #omplex buying behavior/ %abitual buying
behavior/ =ariety seeking buying behavior!
III. STAGES IN BUYING DECISION PROCESS
%ere are five stages in buying decision process namely problem recognition
search/ evaluation of alternatives purchase decision and past purchase behavior!
NEED RECOGNITION
$he buying process starts with the buyer5s recognition of a problem of need! $he
buyer senses a difference between his actual state and desired state!
INFORMATION SEARCH
$here 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!
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 subse6uent behavior! 0f 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! $hey
may try to reduce the dissonance by abandoning returning the product!
4nderstanding consumer needs and buying process is the foundation of any
company! +y 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
need!

LITERATURE REVIEW
Mar!"#$%
arketing is a societal process by which individuals and groups obtain what they
need and want through creating/ offering and freely exchanging products and
services of value with others or other wise it is the process of planning and
executing the conception/ pricing/ promotion and distribution of ideas/ goods/
services to create exchanges that satisfy individual and organi@ational goals!
Mar!"#$% S"ra"!%&
arketing strategy is a set of objectives/ policies and rules that leads the
companyAs marketing efforts! 0t is the marketing approach to accomplish the
bread objective of the marketing approach to accomplish the bread objective of
the marketing plan! $he various process of marketing strategy are given below!
;! Selecting largest markets segmentation
B! Positioning
C! Product
D! Price
7! Place
:! Promotion
E! Research and development
8! arketing research
Mar!" '!%(!$"a"#)$ a$* '!+!,"#$% "ar%!" (ar!"
0t is an effort to increase a companyAs precision marketing! $he starting point of
any segmentation discussion is mass marketing! 0n mass marketing/ the seller
engaged in the mass production/ mass distribution and mass promotion of one
product for all buyers! arket segment consists of a large identifiable group
within a market with similar wants/ purchasing power geographical location/
buying attitudes or buying habita! 0t is an approach midway between mass
marketing and individual marketing! $hrough this the choice of distribution
channels/ and communicaton channels become much easier! $he researchers
try to form segments by looking at consumer characteristicsF geographic/
demographic/ and psychographic! After segmenting the market then target
market selected!
-. P)'#"#)$#$%:. $he positioning is a creative exercise donw with an existing
product! the well known products generally hold a distinctive position in
consumerAs minds! $he positioning re6uires that every tangible aspect of product/
price/ place and promotion must support the chosen positioning strategy!
#ompany should develop a uni6ue selling proposition '4SP( for each brand and
stick to it/ PP" consistently promotes its 1AP fertili@er by %igher yield at lower
cost! As companies increase the number of claims for their brand/ they risk
disbelief and a loss of clear positioning! 0n general a company must avoid four
major positioning errors! $hose are under positioning over positioning/ confused
positioning and doubtful positioning!
/. Pr)*0,":. A product is any offering that can satisfy a need or want! $he major
types of basic offerings are goods/ services/ experiences/ events/ places/
properties/ organi@ations/ information and ideas! $he company gives more
importance in 6uality/ packaging/ services etc! to satisfy the customers! $he
products has itAs life cycle! $he product strategies are modified in different stages
of product life cycle!
1. Pr#,!:. 0t is the most important aspect in companyAs point of view! Price of the
product will be decided by the company according to the competitorAs price!
2. P+a,!:. $his plays a major role in the entire marketing system! the company
emphasis on itAs distribution network! Proper distribution network gives proper
availability of the product!
3. Pr)()"#)$:. Promotion is the one of the major aspects in marketing
strategies! +y adopting various promotional activities the company create strong
brand image! 0t also helps in increasing the brand awareness! 0t includes
advertising/ sales promotioins and public relations etc!
4. R!'!ar,5 a$* D!6!+)7(!$":. after testing/ the new product manager must
develop a preliminary marketing strategy plan for introducing the new product in
to the market! $he plan consists of three parts! $he first part describes the target
marketAs si@e/ structure and behavior! $he second part out lines the planned
price/ distribution strategy and marketing budget for the first year! $he third part
of the development describes the long run sales and profit goals and marketing
mix strategy over time!
MARKETING MIX
Tar%!" Mar!"
Pr)*0," Pr#,! Pr)()"#)$ P+a,!
Product variety "ist price Sales promotion #hannels
-uality 1iscounts Advertising #overage
1esign Allowances Sales forces Assortments
)eatures Payment period Public relation "ocations
+rand name #redit terms 1irect marketing 0nventory
Packaging $ransport
Si@es
Services
,arranties
returns
HISTORY OF BISCUITS
Sweet or salty! Soft or crunchy! Simple or exotic! Everybody loves munching on biscuits/
but do they know how biscuits began<
$he history of biscuits can be traced back to a recipe created by the Roman chef Apicius/
in which >a thick paste of fine wheat flour was boiled and spread out on a plate! ,hen it
had dried and hardened it was cut up and then fried until crisp/ then served with honey
and pepper!>
$he word A+iscuitA is derived from the "atin words A+isA 'meaning AtwiceA( and A#octusA
'meaning cooked or baked(! $he word A+iscottiA is also the generic term for cookies in
0talian! +ack then/ biscuits were unleavened/ hard and thin wafers which/ because of
their low water content/ were ideal food to store!
As people started to explore the globe/ biscuits became the ideal travelling food since
they stayed fresh for long periods! $he seafaring age/ thus/ witnessed the boom of
biscuits when these were sealed in airtight containers to last for months at a time! %ard
track biscuits 'earliest version of the biscotti and present.day crackers( were part of the
staple diet of English and American sailors for many centuries! 0n fact/ the countries
which led this seafaring charge/ such as those in ,estern Europe/ are the ones where
biscuits are most popular even today! +iscotti is said to have been a favorite of
#hristopher #olumbus who discovered AmericaG
aking good biscuits is 6uite an art/ and history bears testimony to that! 1uring the ;Eth
and ;8th #enturies in Europe/ baking was a carefully controlled profession/ managed
through a series of AguildsA or professional associations! $o become a baker/ one had to
complete years of apprenticeship . working through the ranks of apprentice/ journeyman/
and finally master baker! Hot only this/ the amount and 6uality of biscuits baked were
also carefully monitored!
$he English/ Scotch and 1utch immigrants originally brought the first cookies to the
4nited States and they were called teacakes! $hey were often flavored with nothing
more than the finest butter/ sometimes with the addition of a few drops of rose water!
#ookies in America were also called by such names as >jumbles>/ >plunkets> and >cry
babies>!
As technology improved during the 0ndustrial Revolution in the ;Ith century/ the price of
sugar and flour dropped! #hemical leavening agents/ such as baking soda/ became
available and a profusion of cookie recipes occurred! $his led to the development of
manufactured cookies!
0nterestingly/ as time has passed and despite more varieties becoming available/ the
essential ingredients of biscuits havenAt changed . like AsoftA wheat flour 'which contains
less protein than the flour used to bake bread( sugar/ and fats/ such as butter and oil!
$oday/ though they are known by different names the world over/ people agree on one
thing . nothing beats the biscuitG
S)(! #$"!r!'"#$% 8a,"' )$ "5! )r#%#$ )8 )"5!r 8)r(' )8 9#',0#"':
$he recipe for oval shaped cookies 'that are also known as boudoir biscuits/ sponge
biscuits/ sponge fingers/ Haples biscuits and Savoy biscuits( has changed little in IJJ
years and dates back to the house of Savoy in the ;;th century )rance! Peter the &reat
of Russia seems to have enjoyed an oval.shaped cookie called >lady fingers> when
visiting "ouis K= of )rance!
$he macaroon . a small round cookie with crisp crust and a soft interior . seems to have
originated in an 0talian monastery in ;EIB during the )rench Revolution!
SPR0H&.uhr.lee/ have been traditional #hristmas cookies in Austria and +avaria for
centuries! $hey are made from a simple egg/ flour and sugar dough and are usually
rectangular in shape! $hese cookies are made with a leavening agent called ammonium
carbonate and baking ammonia!
$he inspiration for fortune cookies dates back to the ;Bth and ;Cth #enturies/ when
#hinese soldiers slipped rice paper messages into moon cakes to help co.ordinate their
defence against ongolian invaders!
Britannia
The story of one of India's favorite brands reads almost like a fairy tale. Once upon a time, in 1892 to be
precise, a biscuit company as started in a nondescript house in !alcutta "no #olkata$ ith an initial
investment of %s. 29&. The company e all kno as 'ritannia today.
The be(innin(s mi(ht have been humble)the dreams ere anythin( but. 'y 191*, ith the advent of
electricity, 'ritannia mechani+ed its operations, and in 1921, it became the first company east of the ,ue+
!anal to use imported (as ovens. 'ritannia's business as flourishin(. 'ut, more importantly, 'ritannia as
ac-uirin( a reputation for -uality and value. .s a result, durin( the tra(ic /orld /ar II, the 0overnment
reposed its trust in 'ritannia by contractin( it to supply lar(e -uantities of 1service biscuits1 to the armed
forces.
.s time moved on, the biscuit market continued to (ro2 and 'ritannia (re alon( ith it. In 193&, the
'ritannia 'iscuit !ompany took over the distribution of biscuits from 4arry's ho till no distributed
'ritannia biscuits in India. In the subse-uent public issue of 1938, Indian shareholdin( crossed 5*6, firmly
establishin( the Indianness of the firm. The folloin( year, 'ritannia 'iscuit !ompany as re)christened
'ritannia Industries 7imited "'I7$. 8our years later in 1989, it crossed the %s. 1** crores revenue mark.
On the operations front, the company as makin( e-ually dynamic strides. In 1992, it celebrated its 4latinum
:ubilee. In 1993, the company unveiled its ne corporate identity ) 1;at <ealthy, Think 'etter1 ) and made its
first foray into the dairy products market. In 1999, the 1'ritannia #hao, /orld !up :ao1 promotion further
fortified the affinity consumers had ith ''rand 'ritannia'.
'ritannia strode into the 21st !entury as one of India's bi((est brands and the pre)eminent food brand of the
country. It as e-ually reco(ni+ed for its innovative approach to products and marketin(= the 7a(aan >atch
as voted India's most successful promotional activity of the year 2**1 hile the delicious 'ritannia &*)&*
>aska)!haska became India's most successful product launch. In 2**2, 'ritannia's ?e 'usiness @ivision
formed a Aoint venture ith 8onterra, the orld's second lar(est @airy !ompany, and 'ritannia ?e Bealand
8oods 4vt. 7td. as born. In reco(nition of its vision and acceleratin( (raph, 8orbes 0lobal rated 'ritannia
'One amon(st the Top 2** ,mall !ompanies of the /orld', and The ;conomic Times pe((ed 'ritannia India's
2nd >ost Trusted 'rand.
Today, more than a century after those tentative first steps, 'ritannia's fairy tale is not only (oin( stron( but
bla+in( ne standards, and that miniscule initial investment has (ron by leaps and bounds to crores of
rupees in ealth for 'ritannia's shareholders. The company's offerin(s are spread across the spectrum ith
products ran(in( from the healthy and economical Ti(er biscuits to the more lifestyle)oriented >ilkman
!heese. <avin( succeeded in (arnerin( the trust of almost one)third of India's one billion population and a
stron( mana(ement at the helm means 'ritannia ill continue to dream bi( on its path of innovation and
-uality.
PRODUCTS
T#%!r Ba$a$a
+ritannia is committed to help secure every childAs right
to &rowth 2 1evelopment through good food everyday!
Purposefully taking forward the credo of AEat Healthy,
Think Better A/ we have launched a new variant under
our power brand $0&ER . TIGER BANANA . power
packed with IRON ZOR 2 and with the delightful taste of
banana!
IRON ZOR helps make mind sharper and body stronger! A Rs!D pack has as
much IRON ZOR as that in ; kg of +anana!
R21 in +ritannia has spent considerable time to develop this nutritious and
delightful snack for children!
Br#"a$$#a T#%!r Ba$a$a packed with IRON ZOR and goodness of +anana is
accessible to all/ being available in convenient packs priced at Rs!B/ Rs!D and
Rs!;J!
N0"r#C5)#,! S0%arO0"
Sounds like yesterday when people commented that healthy foods meant
>compromising on the taste!> Hutri#hoice SugarOut is the most novel product
range to have been introduced in the market! $he product is not just sweet but
tastes great/ and yet contains no added sugar.
$his is because Hutri#hoice SugarOut is sweetened with >Sucralose/> derived
from sugar/ which provides the same sweetness as any other biscuit/ without the
added calories of sugar!
$his range is available in C delicious variants namely
L#"!"#(!: C5),)+a"! ,r!a(: a$* Ora$%! ,r!a(/
targeted towards all health sensitive people! 0t is also
relevant for consumers with sugar related ailments!
,e are sure that you will be pleasantly delighted with its
great taste and e6ually surprised to know that it has no
added sugar!
Don't be taken for a ride when you read "Sugar Free" label on many bisuit
!aks marketed in "ndia or abroad. E#en with $%%& no'added sugar, wheat'
ereals in bisuits ha#e their own natural sugar ontent. Britannia has hosen to
re!resent these bisuits with "(o )dded Sugar" laim, as there is no added
sugar in the !roessing of (utri*hoie Sugar+ut.
Br#"a$$#a 2;.2; P!77!r C5aar
$he launch of the latest 7J.7J variant left everybody guessing >,hat it ee@<>
)rom $= ads/ radio/ outdoor and in.store display materials to events/ a website
and SS and email blasts/ traditional and new media were blended
synergistically to create excitement and curiosity about the uni6ue taste of the
biscuit! $he tangy and distinctive pepper flavoured biscuit/ thatAs thin and crispy
and more like a snack/ caught the imagination of a younger audience craving
something to nibble on! $he 7J.7J Pepper #hakkar launch is truly a case of
leveraging the marketing mix to best advantage!
N0"r#C5)#,! D#%!'"#6! B#',0#"
Hothing can be more difficult than making small efforts in our daily life towards
healthy and active living! BD*E we are engrossed in our
busy schedulesF skipping meals/ missing walks/ along
with inade6uate sleep and fre6uently eating.out/ all take a heavy toll on our
health!
At least with the new and improved (utri*hoie Digesti#e Bisuit/ we have one
less thing to worry about! ade with 7J9 whole.wheat and packed with added
fibre ';J9 of our daily dietary needs(/ these delightfully tasty biscuits are
amongst your healthiest bites of the day!
0n your next visit to a shop just look out for its &olden.green international carton
pack!
$ry one and youAll know that youAve made one smart choice . Hutri#hoice!
Tr!a" Fr0#" R)++<
All kids who have relished the yummy creamy treasures of +ritannia $reat in
exciting flavors/ have yet another reason to celebrateG +ritannia $reat launches
the ama@ingly yummy $reat )ruit Roll@GG $hese tasty soft rolls are filled with real
fruits and provide a healthy yet mouth.watering treat to the kids! )ruit Roll@
comes in four masti fruit flavours . Luicy Apple/ Strawberry Surprise/ $angy
Orange and 1elicious 1atesG
,ant to know a little secret< $hey make the best tiffin treatsG So during snack
time what better than to munch on the delicious and healthy )ruit Roll@ and
discover the yummy fruit flavor from within the shells! 3eeping up with +ritanniaAs
platform of Ataste bhi/ health bhiA/ )ruit Roll@ is indeed a yummy snacking option
for kids/ while keeping the oms assured about the goodness provided by the
fruit filling!
So go on and treat yourself to the lip.smacking snackG
N!= Br#"a$$#a M#+ B##'
ilk +ikis/ the favourite growth partner of 3ids/ now brings greater value and
delight to all with its new product and pack design! Recently re.launched in its
existing Southern 2 Eastern markets/ and extended across 0ndia/ the new ilk
+ikis is all set to add excitement and appeal to Mnutritious5 food! ,hoever said
that Mgood food5 needs to look Mdull and boring5/ will just have to take a look at ilk
+ikis!
,ith a uni6ue and attractive honeycomb design and an
enhanced product experience/ the new biscuit prompts
the M3id5s will love it5 reaction amongst mothers! $he milk
goodness in the recipe is now enhanced with SAR$
H4$R0EH$S N D vital vitamins/ iron and iodine/ proven
to aid mental and physical development in growing kids!
$he premium packaging/ besides appealing to kids/ also ensures that the biscuits
remain fresh and crisp!
So/ whether its breakfast time or snack time at school/ rest assured that kids will
look forward to munching these crunchy/ milky biscuits which even helps in their
development! And yes/ adults won5t be far behind in reaching out for a pack

F#$a$,#a+ A$a+&'#'
+ritanniaAs gross sales turnover increased to Rs ;8/;EI mn in BJJ7.J: from Rs
;:/;7D mn in the previous year/ registering a growth of ;C9! Operating profit at
Rs ;/E:C mn increased by E9/ profit before tax and exceptional items at Rs!
;/I78 mn declined by ;I9 against BJJD.J7 / impacted by the profit on sale of
long term investments that accrued to Aother incomeA last year!
O)ig. B!;P &ross Sales of +ritanniaQ
$he #ompany achieved these results despite significant increases in input cost/
particularly sugar/ fuel and oils/ coupled with aggressive pricing in the industry!
Rour #ompanyAs 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 ;J!C9 in BJJ7.J:
compared with ;J!I9 in the previous year was impacted by the inflation in input
costs!
1espite stiff competition/ your #ompany stabilised and held its overall market
share at C;!E9 in volume and C8!89 in value for the last year!
Exports turnover during the year was Rs ;;;!E; mn against Rs E;!:7 mn in
BJJD.J7/ a growth of 7:9
O)ig B!BP Earning per Share of +ritanniaQ
O)ig B!CP &raph of Share ovement of +ritannia 0ndustry on the +SEQ
THE INDUSTRY
+iscuits derive its name from a )rench word meaning twice backed breadF
+iscuits in general have a good shelf life/ which is higher than all other snack
items available in the market!
0ndia is the second largest producer of biscuits in the world after the 4!S!A! but
still the per capita consumption is only B!C kg*year of developed countries! As per
the latest survey done by H!#!A!E!R!/ DI biscuits are consumed in rural areas!
$he penetration of biscuits into households stands at an average of 8C!B9 with
the rural penetration at EE9 and urban penetration at 889! +iscuits are reserved
for the small scale sector but there are strong possibilities of the industry being
deserved in line with the government policy of liberali@ation! $he net effect thus
would be greater choice for the consumer as well as a check on the costs!
$he country production of the biscuits during BJJD.J7 was ;8!: "ac tons of which
;*B were manufactured by the organi@ed sector! $he industry turn over was
7CBB!E #rores of which organi@ed sector contributed B7;I!C crores!
+ritannia/ makers of +ritannia biscuits/ doubled capacity from B7 tonnes a day to
7J tonnes and plans to be a national brand soon! 0n an aggressive mode/ the
Horth dominated biscuit player has increased its ad budget to Rs! 7 crore this
year from Rs! C crore last year! +ritannia has also recently invested about Rs! 7
crore in the moderni@ation and expansion of its production and packing its
production capacity of DJ tonnes per day to ;JJ tonnes per day by next year! $he
aimP to take the current turnover of Rs! 7J crore to Rs! ;JJ crore by the year!
$he low priced brand claims to have a ;7 per cent market share in the Horth and
is aggressively eyeing a bigger bite of the Rs! B/7JJ crore biscuit industry! $he
brand plans to gain a DJ per cent market share in the Horth by the year of!
$he companyAs strategy has been to attract new consumer segments and widen
its consumer base with its well packaged low priced offerings! +ritanniaAs
success has also come from its formidable!
0t gives me great pleasure to introduce the Summer $raining Report! 0t is based
on the survey conducted in East 1elhi region on +iscuit industry! $he applicability
of various branding strategies play crucial role in marketing in product! the
applicability has grown due to the liberali@ation/ competition and technological
changes taking place in corporate world!
0n this project the various branding strategies adopted by the company has been
studied and compared on the basis of current market scenario! 0t gives the idea
about the market share enjoyed by the different companies in the B#',0#"
I$*0'"r&. 0t provides the ade6uate coverage of many issues related to biscuit
industry! $he objective of this report is to give the market share of +ritannia
biscuits in the 0ndian capital 'Hew 1elhi(! 0t has been made possible by knowing
the consumerAs behaviour and by studying the patterns adopted by the retailers!
0t gives us very precise view about the existing demand of +ritannia biscuits and
demand of their products as compared to other competitors! 0t also highlights the
changing market trends and consumer preferences/ why they have shifted from
finally pack to pouch pack! $he annual growth rate of the industry is about
;B!79! %owever/ the growth of cream biscuits/ assorted or special variety is the
range of CJ.DJ9!
$he organi@ed sector consists of large/ medium and small scale biscuit
manufacturers who produce packed biscuits! $he major players in this sector are
+ritannia/ +akeman5s/ and Parle/ etc! the unorgani@ed sector comprises of small
bakery units/ cottage and household type manufacturing plants! $hese units
distribute their biscuits in the surrounding vicinity of their manufacturing locations
of say BJ.7J kms! $he country production of biscuits during BJJ7.J: is estimated
to be about ;I!7 lack tons! Out of which ;*B again is expected from unorgani@ed
sector!
MARKETING STRATEGY
arketing is not Euclidean geometry a fixed system of concept! Rather
marketing is one of the dynamic fields with in the management arena! $he
market faces continually a new challenge everyday and companies must
respond to it positively! $herefore it is not surprising that new market idea keep
surfacing to meet new market place challenges!
$he market process is applicable to more than goods and services! Anything
related to market including ideas/ events/ policies/ prices and personalities
comes under market strategy! %owever it is important to emphasi@e opportunity
in the market through market strategy!
)ollowing strategies adopted by the organi@ation!
A '"r)$% >0a+#"& )8 "5! 7r)*0," a$* ,0'")(!r 'a"#'8a,"#)$:
#ustomers always believe in good 6uality product! in my survey 0 found that in
percentage term more people is 6uality conscious and not price conscious!
#ustomer satisfaction is very important part of the organi@ation that at any cost
they have to fulfill!
A %r)=#$% r!+a"#)$'5#7 =#"5 ,0'")(!r a$* ,0'")(!r r!"!$"#)$:
Howadays a good relation with customer is very important for organi@ation! Sale
is totally depending on the relation with the customers! #ustomerAs retention is
also a major aspect for growing business! 0t means keep the old customer and
try to make new customer!
F),0' )$ ,)(7!"#")r' a,"#6#"&:
Every organi@ation should must be careful about itAs competitors step/ because
they can disturb the growing sales process of the organi@ation!
A %r)=#$% !(75a'#' )$ %+)9a+ "5#$#$% a$* +),a+ (ar!"#$% 7+a$$#$%:
#ompanies are increasing by pursuing market beyond their borders! ,hen they
enter other countries they must follow the tradition of that country and also they
make plan for local market that which type of product has more demand and how
can it run in the market!
Pr)()"#)$a+ S"ra"!%&
4nder the market strategy promotional idea is very important! Organi@ation
provides some schemes or rebates to retailers or consumers! $hey make
advertisement according to convenient of the people and the feature of the
product!
So on the basis of marketing strategy a organi@ation runs in the market! 0t is
several types of which makes helpful to increase sales and turnover of the
organi@ation!
COMPETITORS
&enerally all organi@ations have competitors in the market! A particular
organi@ation always comprises with other same business and according to
market share we clarify the brand of product is giving more challenge to my
product!
0 found many products which can be compared with +ritannia +iscuit! As a
conclusion 0 found that particularly in my provided area +ritannia is really doing
well and its performance is on surprising level! 1uring the field work and after
intensive study it was found that main competitor of PRIYAGOLD biscuits is
BRITANNIA as the market leader!
0n my provided area the share of the market is as follows!
+R0$AHH0A D89
PR0RA&O"1 BJ9
PAR"E.& ;:9
P4RE )OO1 89
O$%ERS 89
,hen we compared with other businesses then we follow the 6uality/ price/
distribution system/ promotional strategy etc! of the competitors +ritannia in this
area is doing well!
So this is the comparison with other biscuits brands! According to our findings we
found that +R0$AHH0A is the market leader followed by +R0$AHH0A biscuits!
$hese two biscuits companies the lionAs share in the B/BJJ crore biscuits industry!
MARKET POTENTIAL
arket potential of the +R0$AHH0A is much positive in competitive era and will
sure cover the maximum market share of biscuit product! Potentiality of any
product depends upon the futuristic performance of the product! it depends that
how much retailers have potentiality to be permanent seller of +R0$AHH0A!
)or great potentiality it is necessary to improve those factors which are going to
effect retailers! 0n my study 0 found some factors which can help to cover great
potentiality!
$hese factors are followingP
Scheme delivery should in perfect determining time!
Some places distributors not able to cover his particular area! $hat should be
improved!
Scheme facility should be regular as much as possible!
Small pack also should be in the market!
Always collect the views of retailers! 0t gives psychological effect on the
retailers about care ness by manufacturing company!
$hese factors are very important for the organi@ation! 0f company is able to
improve these all factors then definitely its market share will more increase!
Retailers will take more interest to sell +ritannia biscuit and customer will also
enjoy for it!
So potentiality is very high to +ritannia biscuit in positive direction!
SWOT ANALYSIS OF BRITANNIA

S"r!$%"5
)ulfill one of our +asic
Re6uirement among Air /
,ater / )ood/ Shelter
,idely accepted in all
&enerations
Easily available in various forms
Provide good 0nstant Remedy
for hunger in the form of
readymade food
Preserves the non seasonal
food and makes it available all
throughout the year

W!a$!''
1ecreases nutritional value
0ncreases the cost of food
product
0ndustry and technology
re6uires high investment
Regular usage of processed
food can cause alteration in
health

O77)r"0$#"#!'
0ncrease economy of 0ndia
&enerate employment
opportunity
&ood 6uality of &oods
Provide competition to foreign
companies
0mprove living standard
Provide goods to nation at
cheaper rate
0nflow of foreign reserve and
funds for the govt!'taxes(

T5r!a"'
any companies are result
oriented
0ncrease in pollution
Sometimes provide poor 6uality
of product for more profit
"ack of technology
4nable to utili@e all the
resources efficiently
CONCLUSION
After going thick on the thing/ now time is to make a complete picture! ,hile
making a product a S34 'Stock 3eeping 4nit( of the shop retailers think about
the &RO0 '&ross argin Return On 0nvestment( and they promote the brand
which provide them highest! $hey expect return in the form of profit margin/
company schemes/ window display and references of the shop! Among these/
company schemes make the differences and are the highest source of motivation
after profit margin! Retailing demands a constant push from the company!
arketer needs to use advertising and brand building strategies to address the
discerning buyers and retail push to in different buyers! $he manufacturer should
understand consumer behavior because retailers canAt help 6uality and price! 0t is
only up to dealers said it is demand they sell +ritannia DB9 agree that at retail
shop it is brand popularity/ which determine the purchase of biscuit!
$here 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!
$here should be feeling of belonging to the company in inner of the retailers!
Setting values club for retailers so that they may exchange views with the
company and help in understanding consumer behavior!
BIBLIOGRAPHY
BOOKS
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