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Parle and BritanniaL
Parle and BritanniaL
Parle and BritanniaL
Project Report
Submitted By:
Tripti Verma
Roll No. R0902011354
B.B.A Vth Sem
Section: ‘B’
ACKNOWLEDGEMENT
Small words move with ease where big words stand still. And smaller are the
the helping hands that have steered clear my journey to the completion of this
study paper.
Preparing a project of this nature is an tedious task and I was fortunate enough to
get support from a large number of persons to whom I shall always remain
grateful.
( Course coordinator), Ms. Roma Mam (Project Guide), All the faculty
member and Mr. Sanjeev Singh (Librarian) & all the Lab staff for providing
And to the people in libraries, who spared their time in giving their opinions and
Vedangi Agarwal
Marketing
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
Marketing Strategy
Marketing strategy is a set of objectives, policies and rules that leads the
the marketing plan. The various process of marketing strategy are given below.
2. Positioning
3. Product
4. Price
5. Place
6. Promotion
7. Research and development
8. Marketing research
engaged in the mass production, mass distribution and mass promotion of one
product for all buyers. Market segment consists of a large identifiable group
channels, and communicaton channels become much easier. The researchers try
market selected.
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
3. Product:- A product is any offering that can satisfy a need or want. The major
products has it's life cycle. The product strategies are modified in different stages
4. Price:- It is the most important aspect in company's point of view. Price of the
5. Place:- This plays a major role in the entire marketing system. the company
develop a preliminary marketing strategy plan for introducing the new product in
to the market. The plan consists of three parts. The first part describes the target
market's size, structure and behavior. The second part out lines the planned
price, distribution strategy and marketing budget for the first year. The third part
of the development describes the long run sales and profit goals and marketing
Target Market
Product Price Promotion Place
Product variety List price Sales promotion Channels
Quality Discounts Advertising Coverage
Design Allowances Sales forces Assortments
Features Payment period Public relation Locations
Brand name Credit terms Direct marketing Inventory
Packaging Transport
Sizes
Services
Warranties
returns
CONSUMER
The traditional view points have been to define consumers strictly in terms of
economic goods and services. This position holds that consumers are potential
purchasers of products and services offered sale. Here our primary attention will
be directed toward ultimate consumers, those individuals, who purchase for the
purchase of individual or household consumption. And thus, this view has been
broadened over time so that at least some scholars now do not consider a
The aim of marketing is to meet and satisfy target customers needs and
wants. But getting to know your customers is never a simple job. Customers may
state their needs and wants but act otherwise. They may not be in touch with
their deeper motivations. They may respond to influences that change their mind
BRAND :
goods of one producer from those of another. In fact, the word brand is derived
from the Old Norse word brandr, which means "to burn," as brands were and
still are the means by which owners of livestock mark their animals to identify
be able to choose a name, logo, symbol, package design, or other attribute that
of a brand that identify and differentiate it can be called brand elements. Brand
elements come in many different forms. For example, consider the variety of
brand name strategies that exist. In some cases, the company name is essentially
used for all products (e.g., as with General Electric and Hewlett-Packard). In
other cases, manufacturers assign individual brand names to new products that
are unrelated to the company name (e.g., as with Procter & Gamble and their
Definition :
regulatory authority and so cannot be used freely by other parties. For many
Entire process involved in creating a unique name and image for a product (good
Brand awareness :
Brand equity :
product with its brand name compared with those that would accrue if the same
A plan that employs a unique set of design tools - logo, palette, typefaces,
formats,
images, and language - created for an organization and applied to all its
Brand Awareness :
brand when given the brand as a cue. In other words, brand recognition requires
that consumers can correctly discriminate the brand as having been previously
seen or heard. For example when consumers go to the store, is it the case that
they will be able to recognize the brand as one to which they have already been
exposed. In other words brand recall requires that consumers correctly generate
the brand from memory when given a relevant cue. For example, recall of
Kellogg's Corn Flakes will depend on consumers ability to retrieve the brand
Brand Image :
associations and the manner in which they are formed; all that matters is the
communicated about the brand from the firm or other commercial or non
partisan sources.
Brand: A brand is a name, term, symbol, design, or other feature that identifies
Brand Name: A brand name is that part of a brand that can be spoken,
including letters, words, and numbers; a brand name is often a product’s only
distinguishing characteristic
specific brand, which affects the likelihood of consistent purchase of this brand
• To know about Parle & Britannia Company & their growth in Indian
market.
brand.
LETERATURE REVIEW
FMCG Industry :
FMCG are products that have a quick shelf turnover, at relatively low cost and
• Three of the largest and best known examples of Fast Moving Consumer
• . The lower-middle income group accounts for over 60% of the sector's
sales. Rural markets account for 56% of the total domestic FMCG
demand.
RESEARCH METHODOLOGY
RESEARCH DESIGN
conducted it consist the blue print of the collection measurement and analysis of
data.”
In that project the research design was adopted for the “Descriptive
research study” the exploratory research studies are also termed as formulate
The main purpose of the study was to tell the consumer perception in ‘A .
The major emphasis was on the discovery of the ideas and opinions of the
population. It refers to the technique or the procedure the researcher would adopt
in selecting items for the sample. The sample design is determined before data
are collected.
The sampling used for the study is “Convenience Sampling”. Under this
sampling design every item or the universe has equal chance or inclusion in the
chosen.
DATA COLLECTION
TYPES OF DATA
1. Primary data: These data’s are those which are collected for the first time
DATA SOURCE
For the collection of the primary data following methods were used:
different levels to get their opinions and suggestions. And the interview
b. Organization documents
c. Magazines
d. Websites
DATA APPROACHES
• Research Instrument
Questionnaire
Focus Group
Observation
Direct Method
MECHANICAL INSTRUMENT:
Telephonic Method
POPULATION:
• Contact Method
Direct method
Telephone
Graph.
80%
70%
70%
60%
50%
Parle G
40%
30% Britania
30%
20%
10%
0%
Parle G Britania
Interpretation :- This graph shows that 70% Customers stored Parle-G Biscuits
60%
50%
50%
40%
30% Britannia Bourbon
30% Parle Hide m seek
20% Any other
20%
10%
0%
Britannia Parle Hide m Any other
Bourbon seek
Bourbon Biscuits, 50% Customers likes Parle hide n seek Biscuits and 20%
Q.3 What are the other Brands of Chocolate Biscuit you prefer?
(a) Hide & Seek (b) Bourbon (c) Goody Chocolate Cookies
45% 40%
40% 35%
35%
30% 25% Hide n seek
25%
Bourbon
20%
Goody chocolates Cookies
15%
10%
5%
0%
Hide n seek Bourbon Goody
chocolates
Cookies
Interpretation :- This graph shows that 25% Customers prefer Hide n seek
Chocolate Biscuit and 40% Customers prefer Goody Chocolate Cookies Brands
of Chocolate Biscuit.
Q.4 How many packets of Biscuits do you eat per Week in a Month?
Interpretation :- This graph shows that 30% Customers eat 1 to 3 Pakets, 40%
20%
10%
0%
Sweet Chocolate
Chocolate Chips
Bitter
50% 45%
40%
Yes
30%
No
20%
10%
0%
Yes No
Interpretation :- This graph shows that 55% Customers would like Biscuit with
egg flavor and 45% Customers would not like Biscuit with egg flavour.
Interpretation :- This graph shows that 70% Customers with satisfy of branded
company is reliable in our parameter and 30% Customers with satisfy of Local
50% 45%
40%
Taste
30%
Energy
20%
10%
0%
Taste Energy
Interpretation :- This graph shows that 45% Customers likes biscuit for Taste
Q.9 Which company issues the best policies according your pocket?
50%
40%
40% Brnded
30% Local
20%
10%
0%
Branded Local
company issues the best policies according your pocket and 40% Customers
opinion Local company issues the best policies according your pocket
provides good service and 20% Customers opinion other company provides
good service.
CONCLUSION
Opportunity is always knocking, goes a splinter thought of the popular
aphorism. The trick is to open the door every time it knocks. It clearly indicates
that the price increase of 100-gram Parle-G glucose biscuits is a very good
opportunity for Britannia to achieve its objective of making the company’s Tiger
glucose biscuit brands the number one in the glucose biscuit segment. Though
the 50-paisa price increase of the 60-year-old 100-gram Parle-G brand seems to
be a major price change, it has been found to be very significant for the just 7-
year-old Britannia Tiger brand. The research of the company show that the 50-
paisa price increase of 100-gram Parle-G brand has really added an appreciable
percentage of the glucose biscuit consumers to Britannia’s 100 gram Tiger brand
customer segment and also a notable percentage is likely to be added to it. The
major reason that has driven Parle-G customers to change their brand was found
to be the 50-paisa increase in the price of Parle-G, thereby indicating the price
In the case of Parle-G brand, the researcher found that it’s the taste, which
the market didn’t have much impact on the consumers brand choice, rather it
was the taste that deferred customers from switching to the other brands of
glucose biscuits. The Parle-G customers are not against consuming the Tiger
brand provided they get the same quality taste as that of the Parle-G brand.
They pointed out that the Tiger brand has a little lower milky taste and is a
little sweeter than it should be. Thus, the company must maintain the price
aware of the brand’s price and make them more of nutrition-conscious so that
retailers.
• From the survey of 100 retailers in Moradabad City it was noticed that in
most of the retailers are keeping Parle-G Biscuits other brands also occupy a
major share.
∗ There is significant high brand loyalty for Britannia Biscuits among the
consumer.
∗ Most of the retailers were complaining about the fewer profit margins.
∗ Most of the retailers were complaining about that there was no sort of credit
SUGGESTIONS
• Conjunction problem should be solved as soon as possible for every
service provider because the consumer are suffering from the service
customer requirement.
LIMITATIONS
Ø Relevance : The data may not fit into the needs of investigation. There
data, discrepancy of class & data may pertain to some other period of
time.
Ø Difficulty to find secondary data that exactly the needs of some specific
research investigation.
secondary sources.
Ø The facilities or capabilities of the agency that originally collected the data
might be questionable.
BIBLIOGRAPHY
BOOKS:
Ø Marketing Management by Philip Kotler (Prentier Hall of India Pvt Ltd)
Ninth Edition.
Ø Essentials of Marketing Management by Reddy and Appanaih (Himalaya
Publishing House) Ninth edition.
Ø Consumer behavior by R Nair (Himalaya Publishing House) Third Edition.
Ø Keeping Customer Happy by Jacqueline Dunckel and Brian Taylor (Jaico
Publishing House) Second Edition.
Ø Essentials of marketing Management by S A Sherlaker (Himalaya Publishing
House) Twelfth Revised and Enlarged Edition Reprint.
NEWS PAPERS:
Ø THE ECONOMIC TIMES
Ø THE TIMES OF INDIA
Ø THE BUSINESS STANDARD
Ø THE INDIAN EXPERESS
MAGAZINES:
Ø BUSINESS INDIA
Ø INDIA TODAY
Ø BUSINESS WORLD
INTERNET WEBSITES:
Ø www.britanniaindustries.com
Ø www.parlebiscuits.com
QUESTIONNAIRE
(a) Britannia bourbon (b) Parle hide n seek (c) Any other
Q.3 What are the other Brands of Chocolate Biscuit you prefer?
(a) Hide & Seek (b) Bourbon (c) Goody Chocolate Cookies
Q.4 How many packets of Biscuits do you eat per Week in a Month?
Q.9 Which company issues the best policies according your pocket?