Marketing Management of Britannia Biscuits Co LTD Marketing

Marketing Management Of Britannia Biscuits
PROJECT REPORT
ON
Marketing Management Of Britannia Biscuits Co Ltd

SUBMITTED TO,
UNIVERSITY OF MUMBAI
UNDER THE PARTIAL FULFILLMENT OF DEGREE OF
BACHELOR OF COMMERCE (BACHELOR OF MANAGAMENT
STUDIES)
SUBMITTED BY,
MR. VIKAS FULCHANDRA MISHRA

THIRD YEAR BECHELOR OF COMMERCE
(BACHELOR OF MANAGAMENT STUDIES)
SEAT NO. :-100
UNDER THE GUIDANCE OF
MR. KIRAN GOMSE

K. M. AGRAWAL COLLEGE OF ARTS, COMMERCE & SCIENCE
MUMBAI UNIVERSITY
GANDHARI, KALYAN (W.)-421301
ACADEMIC YEAR 2016-2017
K.M. AGRAWAL COLLEGE OF ARTS, COMMERCE & SCIENCE

Conducted By;
(HINDI BHASHIK JANKALYAN SHIKSHAN SANTHA, KALYAN)
(Affiliated by university of mumbai)
Bachelors in Bachelor of management studies

CERTIFICATE
THIS IS TO CERTIFY THAT THE REPORT ON
HAS BEEN SUBMITTED BY MR. DAKSH YASHWANT PANDYA
Has been satisfactory completed & submitted under subject finance project
during the academic year 2015-2016 by the student of T.Y.B.COM (BACHELOR
OF MANAGAMENT STUDIES)
EXTERNAL EXAMINER
PRINCIPAL
(DR. MRS ANITA MANNA)
GUIDE
(PROF.KIRAN GOMSE)
BMSCOORDINATOR
(PROF. SUJEET SINGH)
CHAPT
ER
PARTICULARS
PAGE.N
O
1.
INTRODUCTION
2-4
2.
(TASK 1.) CONCEPT OF

MARKETING
1.PRODUCT LIFE CYCLE
2.PRODUCT STRATAGIES
3.MARKET SEGMENTATION
4.TYPES OF INTERMEDIARIES
(TASK 2.) SWOT ANALYSIS
5-8
3.
9 - 11
4.
(TASK 3.) PRIMARY &

SECONDARY RESEARCH
1.AIM
2.SCOPE & COVERAGE
3. DATA COLLECTION
12 15
5.
(TASK 4.) MARKETING PLAN &

CUSTOMER SEGMENTATION
16 21
6.
(TASK 5.) MARKETING MIX

1.PRODUCT
2.NEW LAUNCHES
3.STRATAGIES
4.MODE OF ADVERTISEMENT
7.
CONCLUSION
22- 33
34-35
QUESTIONNAIRE
36-38
DECLARATION
I, VIKAS FULCHANDRA MISHRA the student of K. M. AGRAWAL
COLLEGE, Kalyan studying in THIRD YEAR BACHELOR OF COMMERCE
3
(BACHELOR OF MANAGEMENT STUDIES) Semester V (2016-17) hereby

declare that I have completed the project work on
Marketing
Management Of Britannia Biscuits Co Ltd successfully in the

academic year.
The information submitted or presented in this project work is true and original
to the best of my knowledge.
Place:
Date:
Signature of student
(VIKAS FULCHANDRA MISHRA)
ACKNOWLEDGEMENT
First, I would like to thank the K.M. AGRAWAL COLLEGE, KALYAN for
giving me the opportunity to make the project on subject Marketing
Management
Of Britannia Biscuits Co Ltd and explore my knowledge.

I would like to thank my college K.M. AGRAWAL for giving a great opportunity to
do work on this project.
I would like to thank Mrs. KIRAN GOMSE SIR for his valuable advice and support
in spite of his busy schedule, he was always there to give feedback and guidelines whenever
needed. Who have sincerely supported me with the valuable insights into the completion of
this project and without his active support and encouragement this project would not have
been possible
Thank you, Madam for mentoring and kind support for the accomplishment of the
project.
Hereby, I want to take the opportunity to thank all sources, people, guides who helped
me to get the required data.
I also express my gratitude to all those who have not been mentioned in this report
work but helped me in completing this report.
I am highly indebted to who provided me with the necessary information and also for
the support extended out to me in the completion of this project work and his valuable
suggestion and comments on bringing out this project report in the best way possible.

INTRODUCTION
Britannia Industries Limited (A WADIA Enterprise) is an Indian food-products corporation
based in Kolkata,[2] India. It sells its Britannia and Tiger brands of biscuit throughout India.
Britannia has an estimated market share of 38%.[3]
The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes
and dairy products.
The company was established in 1892, with an investment of 295.Initially, biscuits were
manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the
Gupta brothers mainly Nalin Chandra Gupta, a renowned attorney, and operated under the
name of "V.S. Brothers." In 1918, C.H. Holmes, an English businessman in Kolkata, was
taken on as a partner and The Britannia Biscuit Company Limited (BBCo) was launched. The
Mumbai factory was set up in 1924 and Peek Freans UK, acquired a controlling interest in
BBCo. Biscuits were in high demand during World War II, which gave a boost to the
companys sales. The company name finally was changed to the current "Britannia Industries
Limited" in 1979. In 1982 the American company Nabisco Brands, Inc. acquired the parent of
Peek Freans and became a major foreign shareholder.
Between 1998 and 2001, the company's sales grew at a compound annual rate of 16% against
the market, and operating profits reached 18%.[citation needed] More recently, the company
has been growing at 27% a year, compared to the industry's growth rate of 20%.[citation
needed] At present, 90% of Britannias annual revenue of Rs22 billion comes from biscuits.
Britannia is one of India's 100 Most Trusted brands listed in The Brand Trust Report.
Dairy products contribute close to 10% to Britannia's revenue.Britannia trades and markets
dairy products, and its dairy portfolio grew to 47% in 2000-01 and by 30% in 2001-02.
Britannia holds an equity stake in Dynamix Dairy and outsources the bulk of its dairy
products from its associate. Its main competitors are Nestl India, the National Dairy
Development Board (NDDB), and Amul (GCMMF).
Eat Healthy. Think Better. Buy Britannia

The 80-year-old biscuit king is reinventing itself. Britannia now wants to become a foods
giant, with the newly-added tag of health and nutrition. What's more, with a clever formula of
prices and products, it is targeting every segment of the Indian market.
Who does not know Britannia Rules! During period of A day before the World Cup Of
Cricket 1999 began in England on May 14, 1999, one of Britannia Industries' senior-most
marketing managers was spotted at Mumbai's Sahara International Airport-escorting a gaggle
of excited children, all of them sporting Britannia caps, Britannia T-shirts, and other assorted
Britannia paraphernalia. No, he wasn't test-positioning yet another brand of biscuits on a
group of unsuspecting young 'uns in an airport lounge. Those kids were actually some of the
100 mega-winners of the Britannia Khao, World Cup Jao contest, being flown off on charters
to Old Blighty to watch the World Cup at Britannia's expense. See Cricket. Sleep Cricket. Eat
Only Britannia (sic!) so we can say that, this session is more powerful to catch the customer.
According to the Federation of Biscuit Manufactures of India (FBMI), the biscuit industry in
India in the organized sector produces around 60% of the total production, the balance 40% is
contributed by the unorganized bakeries.
The production by organized players is estimated to be 1561, 000 tonnes, for the year 2005,
which means if we include the unorganized sector the total tonnage should be at least
2,600,000. The industry consists of 3 large-scale manufacturers, around 50 medium scale
brands and 2500 small-scale units in the country. The unorganized sector is estimated to have
approximately 30,000 small & tiny bakeries across the country.
The major brands are - Britannia, Parle, ITC, Priyagold, Cremica, Dukes, Anmol, Priya, etc
besides various regional and state brands. Biscuit industry, which was reserved in the smallscale industry sector, was unreserved in 1997-98, based on the recommendations of the Abid
Hussain Committee. (Biscuit Federation)
BRITANNIA
Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. Britannia strode
into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the
country. It is equally recognised for its innovative approach to products and marketing.
Biscuits are the main revenue earners for BIL (about 85% of the total sales). Over the years,
BIL has been continuously expanding its product portfolio to achieve its vision of converting
every third Indian into its consumer. BIL's biscuit volume growth has outpaced the segment
driven by the various initiatives taken by the management. Tiger biscuits launch in July 1997
led Britannia's foray into the glucose category. Tiger now contributes about 40% to the
biscuits turnover and has been Britannia's biggest success. BIL has decided to focus on seven
core brands in the biscuits category. The brands include Good Day, Tiger, 50-50, Snax, and
the Cream Treat brands, among others. (Britannia)
Task 1: Concept of Marketing

The concept of marketing is related to analysing the markets and the customers in relation to
any particular product. This is done basically in order to discover the unfulfilled demands of
the consumers. Marketing process refers to the procedure where the steps are taken and
decisions are made in order to match the requirements of the consumers by implementing the
strategies in order to compete with the competitors.
According to Chartered Institute of Marketing (UK), "Marketing is the management process

responsible for identifying, anticipating and satisfying customer requirements profitably."
According to Kotler, "Marketing is the social process by which individuals and groups obtain
what they need and want through creating & exchanging products and value with others."
These are the two definitions that talk about the marketing concepts and the customer
forefront. And, thus, helps in decisions making in order to maintain the maximum satisfaction
of the customers. (What is marketing?)
Product Life Cycle

Product refers to something which is capable of satisfying of the customer needs. This
product includes both physical products and also the services. All the various stages that
come in a products life are altogether known as Product Life Cycle. The Product Life Cycle
of a product includes 4 major stages:
Introduction
Growth
Maturity
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Decline
Introduction Stage - This is a stage where the product is introduced. Here in this
the market size and growth is not much. Here in this stage, there comes a need for
substantial research and development costs to be calculated. Also, the product needs
to be promoted and a proper distribution channel needs to be designed.
Growth Stage - This is a stage where there happens rapid growth in terms of sales
and profits. Profits come up because of the increased output, which is known as
economies of scale and thereby some better prices.
Maturity Stage- This exists as the most common stage in all the markets. Here the
competition exists at the peak and all the companies in one industry fight in order to
maintain their share. The marketing and finance are the main key activities in this
stage. This is the stage where the maximum profits are earned by the market in total.
Decline Stage - Here, the market shrinks and keeps on shrinking, thereby reducing
the overall profit amount which is thus shared amongst the competitors. Thus, there
needs to be proper care taken of the product.
PRODUCT STRATEGIES
Guarantee
After Sales
Branding
Features
Core
Function
Level 1: Core Product: What is the core benefit your product offers?. Customers
who purchase a camera are buying more then just a camera they are purchasing
memories.
Level 2 Actual Product: All cameras capture memories. The aim is to ensure that your
potential customers purchase your one. The strategy at this level involves organisations
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branding, adding features and benefits to ensure that their product offers a differential
advantage from their competitors.
Level 3: Augmented product:What additional non-tangible benefits can you

offer? Competition at this level is based around after sales service, warranties,
delivery and so on. John Lewis a retail departmental store offers free five year
guarantee on purchases of their Television sets, this gives their `customers the
additional benefit of 'piece of mind' over the five years should their purchase develop
a fault.
Market segmentation and selecting target market

It is an effort to increase a company's precision marketing. The starting point of any
segmentation discussion is mass marketing. In mass marketing, the seller engaged in the mass
production, mass distribution and mass promotion of one product for all buyers. Market
segment consists of a large identifiable group within a market with similar wants, purchasing
power geographical location, buying attitudes or buying habits. It is an approach midway
between mass marketing and individual marketing. Through this the choice of distribution
channels, and communicaton channels become much easier. The researchers try to form
segments by looking at consumer characteristics; geographic, demographic, and
psychographic. After segmenting the market then target market selected.
Pricing: Using information collected in the above steps, select a pricing method,
develop the pricing structure, and define discounts. It is the most important aspect in
company's point of view. Price of the product will be decided by the company
according to the competitor's price.
Place: Place simply refers to how one sells his products to the customers. Depending
on what it is that he is selling will directly influence how he distributes it, and it
affects mainly those businesses that are in production. There are six basic channel
decisions:-
Types of intermediary
This plays a major role in the entire marketing system. the company emphasis on it's
distribution network. Proper distribution network gives proper availability of the product.
12
Promotion: -The fourth part of the marketing mix refers to process of informing the
customers of company's products.
To make the customers aware that the products exist, there are a number of methods a
company may choose to use, they include:
Media Advertising (television, magazines, Internet, radio)
Personal selling (involving a sales person)
Non-personal communication (persuasion advertising - competitions, free samples. Other

promotional types include public relation exercises and free publicity.
Promotion is the one of the major aspects in marketing strategies. By adopting various
promotional activities the company create strong brand image. It also helps in increasing the
brand awareness. It includes advertising, sales promotioins and public relations etc.
Positioning:-The positioning is a creative exercise donw with an existing product.

thewell known products generally hold a distinctive position in consumer's minds.
The positioning requires that every tangible aspect of product, price, place and
promotion must support the chosen positioning strategy. Company should develop a
unique selling proposition (USP) for each brand and stick to it, PPL consistently
promotes its DAP fertilizer by Higher yield at lower cost. As companies increase the
number of claims for their brand, they risk disbelief and a loss of clear positioning. In
general a company must avoid four major positioning errors. Those are under
positioning over positioning, confused positioning and doubtful positioning.
Product: - A product is any offering that can satisfy a need or want. The major types
of basic offerings are goods, services, experiences, events, places, properties,
organizations, information and ideas. The company gives more importance in quality,
packaging, services etc. to satisfy the customers. The products have its life cycle. The
product strategies are modified in different stages of product life cycle.
Research and Development: - After testing, the new product manager must
develop a preliminary marketing strategy plan for introducing the new product in to
the market. The plan consists of three parts. The first part describes the target market's
size, structure and behaviour. The second part out lines the planned price, distribution
13
strategy and marketing budget for the first year. The third part of the development
describes the long run sales and profit goals and marketing mix strategy over time.
Task 2: SWOT Analysis of BRITANNIA

SWOT Analysis refers to the strategic planning process which is used to evaluate the
strengths, weaknesses, opportunities and threats which exist in any project. Thus, SWOT
analysis is required for the start up by definition of the desired end state / objective. A SWOT
analysis can be incorporated in the strategic planning model. The following are the important
parts:
Strengths: The various attributes of any individual / company which can be helpful
in achieving the various objectives.
Weaknesses: The various attributes of any individual / company which might harm
in achieving the objectives.
Opportunities: The various external conditions which are helpful in the achievement
of the objectives.
Threats: The external conditions which can damage the objectives.

Strength
Fulfil one of our Basic Requirement among Air , Water , Food, Shelter
Widely accepted in all Generations
Easily available in various forms
Provide good Instant Remedy for hunger in the form of readymade food
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Preserves the non seasonal food and makes it available all throughout the year
Weakness
Decreases nutritional value
Increases the cost of food product
Industry and technology requires high investment
Regular usage of processed food can cause alteration in health
Opportunities
Increase economy of India
Generate employment opportunity
Good quality of Goods
Provide competition to foreign companies
Improve living standard
Provide goods to nation at cheaper rate
Inflow of foreign reserve and funds for the govt.(taxes)
15
Threats
Many companies are result oriented
Increase in pollution
Sometimes provide poor quality of product for more profit
Lack of technology
Unable to utilize all the resources efficiently
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Task 3 Primary & Secondary Research

AIM OF STUDYING THE PROBLEM
The main objective of undertaking this project was to compare the performance of Britannia
with other brands of its kinds in the market. In this project we studied the techniques adopted
by the brand to position itself in the market and also the various market segments catered by
the brand were taken into account. Objectives included: -
Identifying the various market segments of the Britannia biscuit.
Conducting the marketing mix for Britannia biscuits.
Analyzing the buying behaviour of the customers.
Studying the market share of Britannia.
Analyzing the major competitors.
Recommendations for improving the market share.
SCOPE & COVERAGE

In this project we concentrated on all the biscuits offered by Britannia
The competitor analysis was limited to the major players in biscuit industry - Parle and ITC
and Priyagold.
The market segments considered in this project were restricted to the age group and
occupation.
17
DATA COLLECTION
METHODS OF DATA COLLECTION:
Primary data collection.
Through structured questionnaire.

Interview or feedback of the shopkeepers.
Secondary data collection.
Internet
Market research books
FINDING AND ANALYSIS.

The first question in the questionnaire was about the stock of biscuits which respondent kept
in your shop?
Analysis:
According to survey, most of the shopkeepers kept the product of Britannia and Parle more
than other products. According to above data we can analyse that 48% of stock is filled by the
Britannia products and 22% of stock is filled up by the Parle products and remaining 30% of
stock is kept sun feast, Priya gold and other local biscuits.
Which brand of products is mostly sold?
Analysis:
18
According to survey out of 100 respondents, 46 supports for Britannia, 27 respondents go for
Parle and 20 told sun feast is mostly sold. It means that Britannia and Parle were more
demanded by the customer as compare to sun feast and other local products.
What made consumer to purchase Britannia products.
Analysis:
According to above pie chart shows that, it can be evaluated that most of the people i.e. 57%
of the people go for Britannia due to its flavour than 30% prefer Britannia due to its price and
rest of 15% due to its popularity and fame.
Which seasons the consumption of Britannia is high?
Analysis:
According to survey, consumption of Britannia products is more in the rainy and winter
season, as the consumption in summer seasons gets low.
According to you, price of the Britannia product is?
Analysis:
According to survey, 49 respondents say that price of the product is reasonable and around 25
to 24 people says it price of Britannia product is high and low.
Which brands schemes is more profitable to you (shopkeeper)?
Analysis:
According to survey, most of the respondent say Parle product schemes is more profitable as
percentage of providing schemes by Parle is more as compared to other brands product like
Britannia, sun feast and Priya gold.
What do you want to say about the service of Britannia?
Analysis:
19
The survey founded that shopkeepers are satisfied with the service provided by the Britannia.
Overall, the only thing is to say is that it is OK. Some of the places of shopkeeper responded
that the distributor doesn't give regular supply of product and also they were not responding
timely.
How do you rank the Britannia with the competitor in case of schemes?
Analysis:
On the basis of above data most of the shopkeepers view not supporting to the Britannia
product in relation to schemes because of improper supply of the products. These are the only
reason which makes shopkeeper rank Britannia products lower than the competitors.
What would you like to say about Britannia schemes?
Analysis:
On the basis of above data most of the peoples say that percentage of providing schemes is
very less as compared to other products brands. For e.g. If Britannia provide marigold
scheme, such as 50+2. The same Parle will provide 50+3. These are the difference. Very less
people say it is profitable only if they can buy in bulk.
Have you seen any promotion activity of the product through electronic media or print
media?
Analysis:
According to above survey, more than half of the customers said that they have
Not saw any promotion activity of the Britannia product through print media.
Suggestions.
To improve their service of the products.
Take corrective measures to overcome the problems of late or delay supply of products.
They should give the proper feedback to the shopkeepers on the time.
They should carryout promotional activities properly or effectively.
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Task 4: Marketing Plans & Strategy

For Cream biscuits well-differentiated advertisements targeted at children were shown on
cartoon channels, which showed a complete cream world with cream rivers, cream mountains
and cream trees.
For Glucose biscuits mothers received information on the importance of glucose and the
wholeness of wheat on entertainment channels.
To promote itself, the company tied up with Bey Blades, the popular television series that
was a rage among.
Innovation in the product line biscuits with butterscotch cream with actual granules in the
cream, strawberry cream with flavour-enhancers and orange-flavoured Marie.
Competitive advantage from the well established distribution network of its tobacco business.
Endorsement by celebrities like Shah Rukh Khan and southern star Surya as brand
ambassadors for Sunfeast.
Branded the WTA tennis tournament with promos starring tennis stars, Mahesh Bhupati and
Sania Mirza. (ITC Portal)
Designing products that provide nutrition & fun to the common man.
Parle offerings are in the low & mid-range price segments. The value-for-money positioning
helps generate large sales volumes for the products.
Parle Products also manufacture a variety of premium products for the up-market, urban
consumers, catering to a variety of consumers. (Parle Products)
Family packs of economical prices of badampista biscuit.
Biscuits are kept at eye level in the shop floor to improve visibility of their products.
21
Offers and freebies like extra biscuits in the pack are given to customers. Offered Mercedes
cars as the first prize for a contest titled PriyaGoldKhaaoAurKhelo.
Indulges in activities like sending vans carrying Priyagold biscuits to villages.
Promotes products by way of wall paintings, stalls in exhibitions and by financing prizes in
melas or during ramlila.
The company ensures distributors operate in clearly demarcated territories so they are able to
cover all retail outlets in their areas more efficiently. This allowed a faster inventory turnover.
They identified newer segments and flavours where there was virtually no competition, and
launched variants like Kesar Bite, Cheese Crackers and Cashew Chat Masala.
In order to emphasize the value-for-money proposition, it focused on economy packs.
Instead of reinventing some of the issues, theyve focused on value adding, such as putting
more sugar or making biscuits softer and crunchier.(Priya Gold)
CUSTOMER SEGMENTATION
SEGMENTATION BASES:
1) BENEFITS OF BRITANNIA BISCUITS:
Products offered by Britannia under biscuit segment.
Tiger
22
Good day
50-50
Treat
23
Milk Bikis
Nutri choice
Little Hearts
Nice time
24
Marie
Bourbon
HEALTH BASED BENEFITS:

25
Sweet biscuits: Target consumers include children, young and occasional eaters. The products
under this category include Good day, Tiger, Nice time, Tiger and Milk Bikis.
Less sweet: This category involves mainly the young people as well as the health conscious
people. The products in this category include Little Hearts and Nutri Choice.
Salted Biscuits: In this category the target consumers are those who generally use biscuits
with their morning and evening tea. It includes fitness-conscious people who prefer taking
salty biscuits to sweet ones. Also people suffering from diabetes and other health problems
would prefer taking salty biscuits. Britannia's 50-50 comes under this category.
1) ECONOMIC BENEFITS:
Britannia also aims at low price segment of customers through biscuits like Tiger, 50-50.
2) DEMOGRAPHIC
This is based on:AGE: The biscuits are targeted to the consumers on the basis of different age-groups. This
includes:
13-19 years- This segment prefers to take sweet biscuits preferably cream biscuits.
20-26 years- This segment again prefers cream biscuits.
27-35 years- This segment prefers cashew and butter biscuits.
36-45 years-this segment prefers to have glucose and butter biscuits.
>45 years-this segment prefers to have salted and glucose biscuits.
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Task 5 MARKETING MIX FOR BRITANNIA

BIL offer a wide variety of edible goods. Bakeries set up in the 1960s at various locations
around India ensured a constant supply of fresh bread, and as the company began distributing
biscuits from other smaller companies it had taken over, they started to manufacture and
release their own biscuits. Their main products include bread, biscuits, cakes, rusk and dairy
products. They have continued to release a steady flow of products over the years, for
example, fruit bread, or the dairy product Half/Half. 90% of their revenue, however, comes
from biscuit manufacturing. Their combined factory capacity is some 433,000 tonnes per
year. In 2006, the Tiger brand part of the company achieved total sales of $150 million. BILs
present annual revenue is around Rs 22 billion, nine tenths of which is generated through
biscuit sales.
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Popular products forming a part of marketing mix of Britannia

Britannia Tiger
Britannia good day
Britannia nice time
Britannia treat
Britannia 50 50
Little hearts
Bourbon
Britannia Marie
Britannia bread and bakery products
Veg cakes
Britannia dairy products like Cheese, Butter, Ghee, etc
Britannia nutri choice range of products
Place in the marketing mix of Britannia
Britannia has been one of the market share holder for many years in India. It has also
concluded some foreign deals, such as working with Peek, Frean and Company which is a
successful UK biscuit company, and also completed takeovers such as that of Parrys in 1975
which enabled the company to distribute its goods to more people. The company was built up
and was known for many years as the Biscuit King. Britannia currently has an estimated
38% of the market share.
The company has also invested in its dairy products, and in 2001 announced a joint venture
with the New Zealand Dairy, allowing it to produce cheese and butter amongst other things.
The company distributes its goods up and down the length and breadth of India. In 2007 BIL
agreed to a joint venture with the KhimjiRamdas Group, and acquired a 70% beneficial stake
in the Strategic Foods International Company based in Dubai. The company has been voted
one of Indias 100 most trusted companies, as listed in the Brands Trust Report.
For distribution, Britannia follows the FMCG channel of distribution wherein it appoints
distributors at select locations. These distributors are then responsible for handling dealers
and retail showrooms. Modern trade channels like Big bazaar and D mart as well as others
are handled directly by the company. The distribution channel follows breaking the bulk
where in large amounts are transferred from factory to C&F, from C&F to distributor and
then forward to retailers and dealers. The distribution in urban areas is fantastic with
28
Britannia being present almost everywhere. However, the rural penetration of the company is
still less because of the challenges of distribution in rural area.
FMCG distribution model

Breaking the bulk is applied
Strong distribution in the country
Rural distribution needs to be stronger
Promotions in the marketing mix of Britannia
The strongest asset for the promotion of Britannia products is the product itself. The products
are tasty and people like it. Thus, a pull is created directly by the product. However, today, no
company can exist without promotions and advertising. Same is in the case of Britannia as
well. However, the advertising spends for Britannia are controlled because of the brand
equity of Britannia products and the presence of the brand for almost a century in the Indian
market.
The company uses most of the usual methods of advertising, including billboards, magazines,
tv ads and point of purchase advertising. In November 2012, BIL hired Salman Khan to
endorse its Tiger range of products. The popular Bollywood actor promotes the core values of
the Tiger brand range because of his own dashing style and personality. Britannia has high
advertising spends for products like Good day and Bourbon which are almost stars for the
Britannia brand. However, the investment for marketing of Dairy products is minimal
because a lot of expenses have to be done for the distribution of the products. Britannia has
enough brand and clout in the market, because of its constant presence in the last few
decades, that its product receive a natural pull from the market.
Relies more on pull than push

Has amazing brand equity due to presence in the market for last many decades
Concentrates on promoting biscuits more than any other product
Price in the marketing mix of Britannia
Competitive pricing is the sole pricing strategy which Britannia uses. Parle is one of the
major competitors of Britannia and in that, Parle G has remained unbeatable for decades. In
dairy, Amul is a strong competitor for Milk, Cheese and other dairy based products. In bakery
products, you will find local competition as well as Monginis and other veg cake makers who
have their own line of products. To stay above all of them, Britannia adopts a competitive
pricing strategy. Thus, Britannia products are much better in quality and are good in price as
29
well. The pricing strategy along with distribution has been so strong, that people buy these
products even on Railway stations and while traveling , instead of buying local snacks.
PRODUCT
Tiger
Good Day
50-50
Marie gold
Treat
Milk Bikis
Nutri Choice
TIGER
Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first year
of its launch and continues to be so till today. Tiger is described as "nutri-glucose" biscuits
and comes with the added goodness of wheat and milk.
GOOD DAY
It is one of the fastest growing brands under Britannia and is a leader with almost 2/3 share of
market. It is a real butter biscuit and infuses happiness into people daily lives. It is available
in good day pistabadam, good day chocochips, and good day coconut
50-50
Britannia 50-50 is considered as the "very very tasty tasty" snack. With the success of 50-50,
another variant was launched named Maska Chaska which is a thin and crispy snack with
peppery flavor.
MARIE GOLD
Marie gold is one of the Britannia's oldest brand and is the #1 in its category since a long
time. It is crispy, light, healthy and delicious. It is a must for every tea break.
CREAM TREAT
30
Treat is a range of delicious cream biscuits with yummy treasures within the biscuit shells. It
offers a wide variety of flavours, such as Bourbon &Elaichi, fruit flavoured cream such as
mango, orange, pineapple and jimjam range.
MILK BIKIS
Milk cream is a variant launched under Milk Bikis. These are round biscuits with smiley
faces, full of milk cream, making it popular among children.
NUTRI CHOICE
Britannia introduced Nutri Choice range of healthy biscuits in 1998. It is delightfully tasty
biscuits. The brand is targeted towards overall health and wellness for adults.
The range has 4 variants, namely NutriChoice Thin Arrowroot, NutriChoice Cream Cracker
and NutriChoice Digestive.
NEW PRODUCT LAUNCHES:

New Launches under Nutrichoice:-
NutriChoiceSugarOut
NutriChoiceSugarOut is the most novel product range to have been introduced in the market.
It contains no added sugar. This range is available in 3 delicious variants namely Litetime,
Chocolate cream, and Orange cream, targeted towards all health sensitive people. It is also
relevant for consumers with sugar related ailments.
NutriChoice Digestive Biscuit
The new and improved NutriChoice Digestive Biscuitis made with 50% whole-wheat and
packed with added fibre (10% of our daily dietary needs).These delightfully tasty biscuits are
amongst healthiest bites of the day.
New Britannia Milk Bikis
31
With a unique and attractive honeycomb design and an enhanced product experience, the new
biscuit prompts the 'Kid's will love it' reaction amongst mothers. The milk goodness in the
recipe is now enhanced with SMART NUTRIENTS - 4 vital vitamins, iron and iodine,
proven to aid mental and physical development in growing kids.
Britannia 50-50 Pepper Chakkar
The launch of the latest 50-50 variant left everybody guessing "What it eez?" From TV ads,
radio, outdoor and in-store display materials to events, a website and SMS and email blasts,
traditional and new media were blended synergistically to create excitement and curiosity
about the unique taste of the biscuit. The 50-50 Pepper Chakkar launch is truly a case of
leveraging the marketing mix to best advantage.
PRICE
The organised biscuit industry is dominated by Britannia and Parle which account for 70 per
cent of the industry's volumes. Success comes to those brands which offer the right price at a
value-for-money equation While Parle derives a large portion of its revenues from low-priced
biscuits; Britannia derives a fairly large share of their revenues from the medium- and
premium varieties. In fact, Britannia's market share in the medium and premium varieties is
significantly higher. For instance, cream biscuits from Britannia cost Rs 10 for 100 grams.
Parle, however, only charges Rs 5 for its cream variants. Britannia looks at a two-pronged
strategy. It goes for high margins in cream variants and volumes from the Marie and Glucose
segments because companies have little choice in terms of their pricing all the Glucose and
Marie variants that straddle between the range of Rs 4-6 (for 100 grams).
The rural penetration of the branded biscuits segment is also significant. Towns with
populations of less than a lakh contribute significantly to the industry's turnover, with some
estimates placing it at 40 per cent. However, rural markets largely consume lower-priced
varieties, and it is here that branded biscuits meet with stiff competition from the unorganised
sector. According to official statistics, the contribution of the unorganised sector, which sells
biscuits loose, could be as high as 50 per cent. While the presence of a large unorganised
segment could mean that a sizeable population can be converted into branded biscuits
consumers and, therefore, represent huge market potential for companies in the organised
sector and companies are tapping this by introducing pile packs, priced between Rs 3 and Rs
5, that prove to be a step-up between sachets (or tikki-packs as the company prefers to call
them). They currently include brands like Marie; Jam Treat, Bourbon and 50-50. Britannia
has been working hard at keeping costs down, therefore, most of these tikki packs do not ship
with the biscuit trays present in larger pack sizes. Tiger from Britannia is a very good
example of a brand providing value at the lower end of the market. Biscuits almost form a
part of the food consumption culture and Tiger provided an offering which effectively
competed with other offerings from the unorganised sector at an affordable price.
32
The percentage of society that consumes some better value lines of brand Britannia is small.
Company caters to smaller multi-brand outlets with pile packs, Chutkule and Chota Tiger.
The company is ensuring that Tiger's own cream offerings don't cannibalise pile packs by
having no flavours in common. Company has very sensibly increased the prices by not going
for higher price levels but by decreasing the pack sizes. The 100 gm pack (sold at Rs 4) has
been reduced to 90 gm; the 75 gm pack (Rs 3) reduced to 67 gm and the 50 gm pack (Rs 2) to
45 gm. In spite of market forces affecting the pricing strategies, Britannia is trying to absorb
the cost pressures by implementing cost saving measures such as more efficient logistics and
factory systems.
It is a matter of concern that regional players such as Priyagold offer products at retail prices
that are almost half that of Britannia.
To cater to different market segments, Britannia has categorised its biscuits into 3 groups:-
LOWER SEGMENT
To target the price sensitive customers, the company has introduced biscuits that provide
them value for money and have nutritional value.
Tiger (100gms) - Rs. 5

Milk Bikis (100gms) - Rs. 10
MIDDLE SEGMENT
The company has a range of biscuits that lie in the mid-segment that are light and include
both sweet and salty variety.
50-50 (135gms) - Rs.10

Marie Gold (100gms) - Rs.10
Time Pass (75gms) - Rs.15
Little Hearts (67gms) - Rs. 10
Nice time(100 gms)-Rs.10
PREMIUM SEGMENT
The premium segment offers biscuits that have more to them in addition to the taste and value
for money. They offer a wide assortment of biscuits with dry fruits and different cream
flavours.
33
Good Day (100gms) - Rs. 15

Treat (100gms) - Rs. 15 to Rs. 25
NutriChoice Digestive (100gms) - Rs. 15
Therefore, doing this has enabled Britannia to widen its customer base.
PLACE
For FMCG products, distribution channels are very important. For biscuits, distribution and
visibility are extremely important as it's partly an impulse purchase product. And in biscuits,
setting up a distribution channel is anything but easy.
Britannia Industries Ltd. is one of India's leading producers of biscuits and other bakery
products. The company is partially owned by the French company Group Danone, one of the
world's largest food products company. BIL has a widespread retail distribution network that
services 400,000 retail outlets in 2,200 towns with the help of 2,500 distributors. In addition
to this, the company is constantly expanding its product portfolio and retail network.
Britannia's managers are constantly on the move, given this breadth and depth of its business
and the geographic spread
The company's plants are located in India's four major metropolitan cities - Kolkata in eastern
India, Chennai in southern India and Delhi and Uttaranchal in northern India. Combined,
these facilities employ more than 4,300 people and yet only make 30% of the company's
products. Sixty-one other contracted factories produce the remaining 70% of Britannia's
product line.
While the premium end of the market has seen a flood of new entrants, including several
multinational brands, Britannia, with its established distribution network, appears to be in a
better position to capitalise on the growth in the mass market. Apart from stockists and substockists, Britannia has used traditional haats and melas to promote the Tiger brand. It has
made the ongoing KumbhMela a major promotion and sales outlet to capture the rural
market. Whenever there is a major mela or haat, Britannia ensures that its brand is stocked in
large quantities.
PROMOTION
Eat Healthy, Think Better! - This tag line is something that has changed the face of Britannia
completely. This logo encapsulates the core essence of Britannia-healthy, nutritious,
optimistic-and combines it with a delightful product range to offer variety and choice to
customers. "SwasthKhao Tan Man Jagao" promises the new generation a healthy and
nutritious alternative-that is also delightful and tasty.
34
Britannia is widely recognised as an innovative marketer. The brand's association with cricket
world cup schemes and the recent 'Kaun Banega Crorepati' and 'Lagaan' tie-ups stand
testimony to this. "Eat Britannia, Go for World Cup" was the theme adopted in 1999. People
bought the biscuit packs and searched for the lucky scratch for flying to England to see world
Cup Cricket match. The sales bounced 37% high on account of this strategy. The scheme
came alive again during the world Cup Match in 2002-2003 in South Africa. "Lagan - the
super hit movie" brought fame to Britannia Biscuits also as 40000 buyers of Britannia Biscuit
packs were invited to see and a small lucky group to play the game with the movie Stars of
Lagan. It proved to be a novel way to promote a product - a perception in correct proportion
indeed!! Britannia spends approx 10 % of its sales on marketing.
World Cup Promos:- Britannia India's Britannia khao, World Cup jao promotion emerged as
the most recalled sales promotion among all World Cup-related cricket sales promotion
activity, according to topline findings of market research agency NFO MBL.
The NFO study captured consumer response to all World Cup-related sales promotion
activity from 28,000 respondents, across 30 Indian towns and cities, from the period between
January and March 2003.
Interestingly, biscuits captured the No.1 slot among all the categories surveyed, with 21 per
cent respondents claiming to have seen or heard a biscuit-category related promotion. This
was followed by corporate promotions (11.5 per cent) and televisions (4.8 per cent). Britannia
had the highest promotion recall level among all brands (20.2 per cent), followed by LG
Electronics (9.2 per cent), Samsung (3.6 per cent) and Pepsi (2.5 per cent).
Awareness of the promotions apart, 7.6 per cent of the respondents surveyed eventually
availed of any World Cup related sales promotion. In this category too, Britannia came out
tops, accounting for 77 per cent of all the promotions availed. Other significant promotions
most availed by the respondents were from Colgate, LG Electronics, Frito Lay, PepsiCo,
Lehar Kurkure and Samsung. Geographically, people of Chennai were the most inclined to
avail World Cup related promotions, scoring over the other metros. According to the NFO
findings, 11.8 per cent people from Chennai availed of the promotions.
Also, the proportion of women availing the promotions was marginally higher than men, at
8.9 per cent. The questions put to the respondents included ability to describe the promotion
and whether the promotion was availed of or not.
In fact, such schemes accounted for 62.2 per cent of the promotion descriptions recalled by
all the respondents.
Contests in the form of gift offers, slogans, scratch cards and related items were played back
by 14 per cent of the respondents interviewed, according to the NFO findings.
Britannia Lagaan Tie-up:- Under this scheme people who purchased a 95 to 100 gm. pack of
Tiger biscuits got a special 'Britannia Lagaan Booklet'. 10,000 early birds were supposed to
win a prize with the possibility of being selected in the team that would play against the
'Lagaan XI' team. Mr Sunil Alagh, MD and CEO of Britannia Industries at that time reported
that Britannia pumped in around Rs.2.5 crores to ensure the success of this promotional offer
that resulted in a growth of 20% for Tiger biscuits. The company's Britannia Lagaan Match
for the promotion of its Tiger brand met with a great success.
35
So far, Britannia has been using SauravGanguly, Sachin Tendulkar and Rahul Dravid as its
brand ambassadors.
In addition to that Britannia makes continuous efforts to come forward with newer and
innovative promotional campaigns like when TIGER brand was introduced in the market,
Britannia supplied Note Books, Scales, and Pencils to Children in the name of its new brand
free of cost.
PREFERENCE FOR BISCUITS:
It is observed that teens and young people (less than 26 years) prefer to have cream biscuits
over other biscuits and people of age group 27-36 prefer glucose as well as butter biscuits and
people from all other age group prefer to have glucose biscuits.
AWARNESS:
It is observed that there are high levels of awareness among the consumers of all age groups
regarding Britannia biscuits.
.
ATTRIBUTES:
It is observed that when people go to buy Britannia biscuits, it is because of the Brand Image
that Britannia has in the market, that attracts them the most. And then it is the quality that is
acting as a driving force for them.
PROMOTIONAL STRATEGIES:
36
It is observed that combo offers excite people from all age groups to buy Britannia biscuits.
In addition to combo offer teens like to buy biscuit when free gifts are offered to them.
CAPTION:
It is evident from the survey that people from all age group like the caption "eat healthy, think
better.
PURCHASE:
It is clear from the chart that people from all age group buy their pack of Britannia biscuits
from the nearest grocery shop. Due to an increase in the 'mall culture', the next largest place
of purchase is the mall or hypermarket.
MODE OF ADVERTISEMENT:
It is evident from the above table that people from all age group feel T.V. is the most effective
medium of advertisement for Britannia.
HIGHEST DEMAND:
It is observed that 70% of the vendors feel that Britannia is most demanded brand over other
brands available and rest 30% feel that Parle is demanded most after that.
HIGHEST SELLING:
37
It is evident from the above chart that 50% of the vendors feel that Cream Treat is the highest
selling biscuits under and 20% good day, 20% tiger and rest 10% feel 50-50 contributes to
their sale.
PROMOTIONAL STRATEGIES:
It is observed that the free gifts that affect the sales the most. 70% is contributed by Free
Gifts and rest 30% by Combo offers.
AFFORDABLE:
60% of the Venders feel that Priya Gold stands to be the most affordable brand and rest 40%
feel that Parle is most affordable.
MALL CULTURE:
90% of the Vendors feel that mall culture has not affected the sales of their grocery stores.
AWARENESS:
The survey shows that 70% of the people are aware of the advertisement of Britannia
specially those featuring celebrities according to the vendors.
COMPETITOR ANALYSIS
It is observed that mean rank of Britannia is highest amongst all. Therefore, Britannia is the
no#1 brand in terms of taste, brand, availability, packaging, and advertisement and Parle is
the second most preferred brand. Britannia is also preferred in terms of price after Parle over
other brands. Following are the details of the response obtained in the survey for the
preferences of the brands on the basis of various parameters:
It is evident from the above table that Britannia is the most preferred brand in terms of taste,
brand, availability, packaging and advertisement.
It is the second preferred brand in terms of price after ParleG.
38
CASE STUDY OF BRITANNNIA:>

Britannia was the largest bakery manufacture in India. Due to a
successful initiativethe company intended to scale up the
manufacture, distribution of social products andsustain the
business. Thus, the CEO started to make a policy to develop
and expandthe social products. Based upon the movement, we
found out the shortcomingsincluding profit decreased, limited
marketing strategy, and potential competitors.Therefore, the
given recommendations were saving costs, cooperation
withgovernment or outsourcing, brand management and
improving the quality of products
Table of Contents
Introduction 3Background 3Methodology
4FindingsInternal Environment 5External Environment 7Conclusion
9Limitation and future research 10RecommendationsInternal Environment 10E
xternal Environment 11References 133
Introduction
Britannia was a bakery manufacture in India. In 2009, the company had started
tosupply specially fortified biscuits to small groups of school-going children.
Themovement offered the company an awareness of the widespread national
problem of malnutrition and ambition to extend the brand.However, Vinita Bali,
chief executive officer, faced two challenges- how to scale upthe manufacture
and distribution of social products, and how to develop the social product into a
sustainable business. In order to overcome the difficulties, Bali madeseveral
important policies. The report analyses those main plans in finance,
marketing,competition and external environment factors.
Background
39
Established in 1892, Britannia was the largest manufacture of bakery products

inIndia, with 28-per-cent share of the$3- billion Indian biscuits and bread
market. Thecompany was known for launching variation of existing and new
products to cater tocustomers. Thus, product innovation leads Britannia stand
out among the competitors.In 2010, the Indian government operated the Middle
Meal Scheme, providing cookednutrient meal to primary school children, which
aimed at combating malnutrition- themost important problem in Indian even
across global. Britannia joined the policy,offering specially fortified biscuits to
children and revealed the importance of social products. Therefore, the
company attempted to scale up the manufacture anddistribution of social
products and even develop them into a sustain business.
Methodology
Both qualitative and quantitative data were applied to analyse the problems
thatBritannia is facing and provide recommendationsThe qualitative data
including:
Case study from the University of Bath
Online journals
Basic SWOT analysis of Britannia Industries Ltd.

The quantitative data involves:
Financial exhibit and graphs of Britannia

External problems:
High requirement;Fierce competition
Internal problems:
Financial strategy;Marketing strategy
Britannia
External recommendation:
40
Cooperate with stakeholders;Outsource;Improve quality;Keep balance of

products;Gain public supports
Conclusion
There is no doubt that fortified biscuits are the solution for the nationwidemalnutrition even though most people lack the recognition on the
importance of thisfood. However, if the company cooperate with the
government and educate thecustomers to know fortified biscuits, it would be a
bright future for Britannia to sellthis product while competing with other
counterparts. It is possible that Britanniascale up its business from India to the
world and nutritious products could be asustainable business based on the large
scaled selling.
Findings
Internal environment
Financial issue
The financial report of Britannia Industries Ltd. between 2007 and 2011 showed
thatalthough the income rate was increasing every year, net profit remained
between3%-5% (See figure 1). The main reason behind this scheme is high
expenses. In 2007,the total expense is 21,733 million Rupees. Then double in
2011 to 44,829 millionRupees which is 68% of total expense. Note that the
highest expense is raw materialssuch as sugar, flour and oil (See figure 2). Not
only the cost of material, but cost of labours and distribution also increased
every year because Britannia plans to investlabours in urban areas which costs
high salary rate and expand a large number of newstores which costs high
distribution cost.Even through Britannia faces the financial problem, they still
want to extend the brandand expand the supply chain. However, Britannia
production capacity decreased everyyear from 163,500 in 2007 to 152,100 in
2011 which is inconsistence with their expansion state. According to
Freidenfelds (1980), failing to consider productioncapacity while expanding the
business might lead to operation management issuewhich can pull the company
to financial crisis. It could be claim that if companywants to expand the
business, it should aware of the financial background andcalculate the financial
ability before starting new projects.
41
Limitations and Future Research

Although this report has prepared carefully and achieved most of its aims, there
arestill some inevitable limitations. First, since most data of this report is based
on thiscase, the completeness and accuracy of the findings is unavoidably
limited. Second,
due to the limited time, this report focus on the qualitative analyses of
Britannias
marketing strategy and financial issues mostly. In order to provide
appropriaterecommendations, a strategic plan abo
ut how to scale up Britannias social products
successful and how to sustain its business with product development and
expansionshould be devised. Additionally, findings and recommendations need
morequantitative and qualitative analyses to provide the reasoned evidences.
Recommendation
Internal environment
To begin with the recommendation for the internal problems, the solution
for problems of this company is also significant for its development in the
future.First of all, saving cost would be a fast way to deal with the financial
issues. Britanniaindustry could cooperate with the sugar supplier and flour
companies to lower the price of these materials. In addition, to cut the payment
on employees, the biscuitsmanufacturer may recruit the workers from rural
location settings where the salary ismuch lower than in the urban area.
Moreover, choosing an appropriate location of the biscuit factory also has an
impact on the fee of distribution. More precisely, if thefactory is closed to the
school where the students are the targeting market, the time
42
43
and the cost on transportation will reduce obviously. As a result, all the cost
decrease,the profit will increase.Having addressed the financial issues, next
internal recommendation is about thesolution for the marketing issues. The core
of the marketing strategy is the skills on brand management. As known from the
research, the flavour of this kind of fortified biscuits is limited even though it is
really healthy and nutritious. As a consequence,the department of food
producing should explore and experiment new flavour for meeting the demand
of consumers. Except the repeat customers, it is still a large potential market in
the group of who has no recognition of the importance of fortified biscuits.
Therefore, this company should educate the public to know the malnutritionand
to trust the fact that this product is the solution of malnutrition. This educating
isa hard work for only a company due to the large scale and the long term.
However, itwould be a social campaign if both the government and the
company participate inthis educating. Then, there would be a number of
consumers to purchase these biscuits in a national-wide level.
External environment
As has been indicated in the finds, there are four main problems faced with
theBritannia Industry. It seems to be essential for the company to solve the
problems inorder to scale up the business and build the sustainable
development. Therecommendation, therefore, is to solve the external and
internal problems face withBritannia Industry.
44
45
Initially, the company is likely to benefit greatly from the good relationship with
thestakeholders according to the theory of the stakeholder. The existing
cooperation withthe government like Integrated Child Development Service and
Midday Meal Schemeare aimed to provide nutritious food for young children
and lactating mothers. Thecompany can also strengthen the relationship with
community-oriented organizations.Furthermore, outsourcing may enlarge their
producing capacity immediately as wellas decrease the operational cost. These
two methods might be efficient to enable theimplementation to meet the need of
the national level.Then, it is vital for Britannia to gain competitive advantages.
There are three ways towin over the competitors. Firstly, improving quality of
the products is an effectiveway appeal to more consumers. For example, the
company can improve the taste of the biscuits or add more minerals into the
healthy food. Secondly, keep a balance of the low-price and high-price products.
It is shown in the figure 4 that the gross marginof high-price products is 20
times larger than that of the low-price, therefore, thecompany may gain more
profits by exploring high-price products. Meanwhile,appropriate amount of the
low-price products and satisfy the low-income consumers,which might also
make Britannia more competitive. Another way to beat thecompetitors is to gain
more support from the government by conducting projects. Itmay enhance the
reputation as well.
46
47
48
CONCLUSIONS
Interpretation of the buying behaviour of customers has showed that people prefer Britannia
primarily because of the good brand image and then quality.
There is no interdependency between the buying behaviour of the customers and their age
groups.
There exists a high level of awareness among the people towards the brand Britannia. The
brand acts a synonym of biscuits for them.
The highest selling brand for vendors stands to be Britannia.
Britannia charges a premium for its biscuits because of its brand image, quality and taste.
Britannia is the largest player in the branded and organized biscuit industry with a value and
volume market share of 38% and 32% respectively.
Parle is acting as the biggest competitor for Britannia because of having a similar brand
equity and lower prices of its products..
TV advertisements influence the buying patterns of the customers.
Combo Offers act as the most efficient tool for making people prefer one brand over others.
In order to test our hypothesis wherein we had to study the dependency between age groups
and buying behaviour we undertook 3 factors namely, promotional strategies, consumption
time and preference for different varieties. We applied chi square test and found out that there
lies no dependency between various age groups and their buying patterns.
Our second hypothesis was finding the preference for Britannia over other brands by taking
into account parameters like quality, price, brand image, availability, etc. Therefore, we
calculated mean rank for Britannia and its major competitors which showed that Britannia got
the highest mean rank and is therefore preferred over other brands of its kinds.
49
ANNEXURE
Questionnaire:What are all the biscuits that you stock in your shop?
Parle
Britannia
Sun feast
Priya gold
Other local biscuits.
Which brand of products is mostly sold?

50
Parle
Sun feast
Britannia
Other local
What made consumer to purchase Britannia products.
Price
Taste / Flavour
Popularity / Fame
Which season the consumption of Britannia product is high?
Winter
Summer
Rainy
According to you price of the products is?
Low
Reasonable
High
No idea
Which brand schemes is more profitable to you?
Britannia
Parle
Sun feast
51
Priya gold.
What do you want to say about the service of Britannia?
Satisfactory
Poor/ Bad
No comment
How do you rank the Britannia with competitor in case of schemes?
Lower
Good/Ok
Excellent
No comment
What would you like to say about Britannia schemes?
Other competitor percentage is more

Increase percentage of schemes
More profitable only if buy in bulk
No comments
Have you seen any promotion activity of the products through electronic media or print
media?
Yes
No
Personal Information:
Name:
52
Area/Place:
53
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