SUMMER INTERNSHIP REPORT

On

EXPLORING CHESSE BUSNIESS IN HORECA

By

ABHISHEK
A01

MBA Class of 2020

Under the Supervision of

Mr.
PROFESSOR
DEPARTMENT OF

In Partial Fulfillment of the Requirements for the Degree of

Master of Business Administration (G)
At

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
 DECLARATION

Title of Project report

EXPLORING CHESSE BUSNIESS IN HORECA

I declare

(a) That the work presented for assessment in this summer internship Report is my own,
that it has not previously been presented for another assessment and that my debts (for
words, data, arguments and ideas) have been appropriately acknowledged.
(b) That the work conforms to the guidelines for presentation and style set out in the
relevant documentation.
(c) The Plagiarism in the report is ___________ % (permissible limit is 15 %)

Date: …………
ABHISHEK
A0
MBA (G)
(Class of 2020)

ii
 CERTIFICATE

This is to certify that ABHISHEK student of Masters of Business Administration –

M&S at Amity Business School Amity University Uttar Pradesh has completed the
summer internship Report on “EXPLORING CHESSE BUSNIESS IN HORECA.”,
under my guidance.

The report has been checked for Plagiarism and is within limits of acceptance.

_____________________

Deputy General Manager

(Marketing)

iii
 TABLE OF CONTENTS

Title page………………………………………………………………………… i
Declaration………………………………………………………………………. ii
Certificate……………………………………………………………………….. iii
Table of contents (List of tables and Figures…………………………………….. iv-vi
Abstract………………………………………………………………………… vii

1. Introduction………………………………………………………………... 1-4
1.1. Background of the study
1.2. Exploring Cheese Business in HoReCa
1.2.1. Major types of Cheese are as follows:
1.3. Purpose of the study
1.4. Objective of the study
1.5. Scope of the study
1.6. Methodology of the study
1.6.1. Study design
1.6.2. Methods
1.6.3. Sample Size
1.6.4. Data collection and analysis method

2. Concepts And Models Used In The Study……………………………………. 5-7

2.1. Market Mapping
2.2. Segmentation
2.2.1. Type of Market Segmentation:
2.3. Targeting
2.4. Push Marketing Strategy

3. Company Analysis……………………………………………………………. 8-12

3.1. Overview
3.2. Financials of Britannia Industries Ltd.
3.3. Functional Working of the Department and Its Integration With Other
Departments.
3.4. Vision of the company
3.5. Project Details
3.5.1. Overview
3.5.2. Prospecting and Understanding the Market
3.5.3. Creating Foothold
3.5.4. Market Mapping
3.5.5. Data Tabulation
3.6. Known Competitors & Their Prices

4. Review of Literature………………………………………………………… 13-14

5. Data Analysis and Interpretation……………………………………………. 15-32

5.1. Primary Data Analysis
5.2. Hypothesis testing

6. Conclusion………………………………………………………………….. 33-36
6.1. Problems Pertaining in the Market

iv
 6.1.1. Product Portfolio
6.1.2. Taste & Appearance
6.1.3. Distribution
6.1.4. Vendor-Owner Relation
6.2. Solutions
6.2.1. Short-Term Solutions
6.2.2. Long-Term Solutions
6.3. Limitation Of The Study

References…………………………………………………………………………. 37

Appendix 1………………………………………………………………………… 38-39

v
 LIST OF TABLES AND FIGURES

List of tables
Table 1: Brief Income Statement (as of 31/03/2019)…………………………….. 8
Table 2: Brief about Assets and Liabilities (as of 31/03/2019).………………….. 8
Table 3: Competitors and their prices.…………………..……………………….. 12
Table 4: Sample test (Are you ready to change the brand?)……………………… 26
Table 5: Sample test (What factors influence you for changing the brand?)…..... 28
Table 6: Sample test (Are you satisfies from Britannia products?)……………… 30
Table 7: Sample test (Sales promotion and distribution given by Britannia?)…... 32

List of Figures:
Figure 1: Do you know about Britannia…………………………………………. 15
Figure 2: Do you sale any of Britannia’s cheese products?................................... 15
Figure 3: How do you came to know about Britannia cheese?............................ 16
Figure 4: Which kind of Outlet are you?.............................................................. 17
Figure 5: Which company’s Cheese do you sale?................................................ 18
Figure 6: Are your customer satisfied with the present brand of cheese?............ 18
Figure 7: Which types of cheese is most in demand? ………………………….. 19
Figure 8: In Cheese product, which company’s product demand is higher?........ 20
Figure 9: What is the level of consumption?........................................................ 20
Figure 10: Are you ready to change the brand?.................................................... 21
Figure 11: What factors influence you for changing the brand?.......................... 21
Figure 12: Why do you like to sale Cheese products in comparison to others?... 22
Figure 13: Are you satisfies from Britannia products?......................................... 22
Figure 14: which of the following would attract you…………………………… 23
Figure 15: The sales promotion and distribution to you by Britannia?................ 24

vi
 ABSTRACT

The Britannia Industries Ltd. is one of the oldest Indian brands and is a leading
company in FMCG industry in India. Britannia’s product reach more than 5million retail
outlets and approx. 50% households in India. When it comes to dairy products by
Britannia, it contributes more than 5% of the company’s revenue, which is approximately
US $1.5billion. Britannia has its presence in more than 60 countries making it one the
biggest Indian brands. The Project assigned to us by the company was “Exploring Cheese
Business in HoReCa” during the two months Summer Internship Program.

The Cheese being manufactured by Britannia is 100% cow based i.e. it is

manufactured using cow milk’s fat, except for a variety of Processed Cheese which is a
mixture cow milk fat and vegetable fat. The purpose is to examine marketing strategy used
today in order to recognize which factors helps in the growth of Cheese Business in
HoReCa in Gurugram.

Keywords: Britannia, Cheese, Processed Cheese, HORECA, FMCG Industry.

vii
 1. INTRODUCTION

1.1. Background of the study

The Britannia Industries Ltd. is one of the oldest Indian brands and is a leading company in
FMCG industry in India. It was started by a group of businessmen hailing from Britain in 1892
and became a Public Ltd. company in 1918.

Britannia has gone through a lot of ownership since its inception but currently Britannia is
under Wadia Group, which is being headed by Nusli Wadia. Britannia’s major product
categories are biscuits, bread-cakes-rusk, dairy products, snacks etc. Britannia’s product reach
more than 5million retail outlets and approx. 50% households in India. When it comes to dairy
products by Britannia, it contributes more than 5% of the company’s revenue, which is
approximately US $1.5billion. Britannia has its presence in more than 60 countries making it one
the biggest Indian brands.

The Project assigned to us by the company was “Exploring Cheese Business in HoReCa”
during the two months Summer Internship Program.

1.2. Exploring Cheese Business in HoReCa

HoReCa, Hotel Restaurants Cafes/Canteen/Catering, is a food servicing industry, dates back

to the time of the very first Hotel, and is part of Indian Food Industry, which is valued at
US$65.4 billion and is expected to grow to US $81-85 billion (10-11% CAGR) by the end of
2022. HoReCa consist of two major sectors Organised and Un-Organised. The Organised sector
consists of Fine Dine, Pubs & Bars, Cafés, QSR, Ice Cream parlour etc. while the Unorganised
sector consists of small Dhabas and Roadside Eateries (stand-alone sweet shops, hawkers, street
stalls etc.).

Cheese is a milk (usually cow’s milk) based product which is produced in a wide range of
flavours, textures, and forms by coagulation of the milk protein casein. Cheese consumed more
in HoReCa than in households industry in any part of the world. Cheese industry itself is valued
around US$237 million and is expected to grow at 13-20% CAGR.

1
 1.2.1. Major types of Cheese are as follows:
 Cheddar Cheese: It is also called natural cheese and is made by coagulation of milk so that it
forms curd but with no “whey” as it is extracted from it (a kind of protein). Cheddar adds
flavour and texture to the food apart from adding on the nutritional values.
 Processed Cheese: This kind of cheese is prepared by adding emulsifiers (an additive that is
used to stabilise processed food, which in turns also increases the shelf life) with natural
cheese. Additional ingredients are also added as per requirement to give it a different taste or
texture. Cheese Slices and Cheese Cubes are created from the slicing/cutting the block of
Processed Cheese.
 Mozzarella Cheese: This kind of cheese is a curd cheese, which traces its roots back to Italy.
Mozzarella Cheese is generally white in colour but the colour may vary because of the milk
used to create it. It can be made from both pasteurized and un-pasteurized milk.
 Parmesan Cheese: This kind of cheese is created from using un-pasteurized milk and is hard
& granular in nature. It also traces its root back to Italy.
 Goat Cheese: This kind of cheese as the name suggests is made from Goat’s milk because of
which it tastes like a tart. When compared with other milk based cheese Goat Cheese has
lower calories and fat. Goat Cheese is also very easy to digest.
 Feta Cheese: This cheese traces its root back to Greece and is usually made from sheep’s
milk or mixing sheep & goat milk. Its texture is grainy and is used in salads.
 Cream Cheese: This soft and mild in taste cheese is made using milk and cream. This cheese
originated in America. This is used making bakery products.

Britannia started its dairy products in the early 2000s and currently has Cheese, Yoghurt,
Butter, Milk, Dairy Whitener, Flavoured Milk, and Ghee in its dairy basket.

The Cheese being manufactured by Britannia is 100% cow based i.e. it is manufactured using
cow milk’s fat, except for a variety of Processed Cheese which is a mixture cow milk fat and
vegetable fat. The Cheese basket of Britannia consist of the following

 Processed Cheese
 Cheese Slices
 Cheese Cubes
 Cheese Tins

2
  Mozzarella Cheese
 Cheddar Cheese
 Cream Cheese
 Cheese Spreads ( includes 7 flavours)

1.3. Purpose of the study

The purpose is to examine marketing strategy used today in order to recognize which factors
helps in the growth of Cheese Business in HoReCa in Gurugram.

1.4. Objectives of the Study

The main objective of the project undertaken during the internship are as follows:

 Market Mapping to understand the current market scenario for cheese business in the
HoReCa Channel in Gurugram.
 To create a strong foothold for future expansion by pitching the current basket of product in
HoReCa.
 To understand the main point in the current HoReCa market for Britannia.
 To provide solutions for the problems being faced the company in the HoReCa channel.

1.5. Scope of the study

To characterize the extent of a subject it is imperative to set parameters or a structure inside

which it might be examined. This system is comprised of three primary areas the choice
procedure as spoke to by the inward most circle, the individual determinants on the center circle
and the outside condition, which is spoken to by the external circle. The investigation of all these
three areas constitutes the extent of customer conduct. Here, we might harp on these constituents
of the system just quickly as they are clarified in detail in the accompanying units such as an
overview of Britannia, HoReCa Channel, Cheese market; Performance Evaluation of Britannia.

3
1.6. Methodology of the study

A research design is purely and simply the basic frame work or plan for study that guides the
collection and analysis of the data. Methodology is a way to systematically solve the research
problem. It explains various steps that are generally adopted by a researcher in studying the
research problem.

1.6.1. Study design:

This will be a descriptive study. The findings of this study is based on primary data
(Questionnaire). In addition, this study uses some secondary data (collected through
sources like internet, articles, journals, records, books etc.). In comparison with primary
data such as interviews, questionnaires. Moreover, will be observed and analyzed to find
out the required objectives.

1.6.2. Methods:

Qualitative Research Methods: Qualitative methodologies use interviews, focus groups

and observations to collect data. Qualitative methods provide rich, contextual
explorations of the topic that are often personally or culturally meaningful.

1.6.3. Sample Size:

For the primary data analysis, I used sample of 100 respondent.

1.6.4. Data Collection and Analysis Method:

Software like Microsoft word, excel are used for analysing and reporting purpose of the
report.

4
 2. CONCEPTS AND MODELS USED IN THE STUDY
2.1. Market Mapping

Market mapping is done by an organisation when it wants to identify the current trends and
corresponding variable that exists between consumers and products. An organisation also helps
to pin point the problems and also the source of the problems by analysing related variables.

It helps the organisation as a whole to have a clear understanding about what is to be done to
achieve their goals. To have a meaningful output of the market mapping one must define the
boundaries of the market, which is in interest of your organisation.

To do the same one must understand the needs of the consumer or the customer, for e.g. in
HoReCa there has been in extensive growth of cheese due to the high increase of Fast Food
Joints and Italian Cuisines so, there is a high need of cheese in HoReCa.

2.2. Segmentation

Segmentation is done for dividing the market into various smaller sub-sets in which
consumers have a similar demand and preference. Each sub-set is distinct and different from the
other sub-set. The individuals present in a sub-set usually respond in a very similar way to the
variations happening in the market i.e., they have same interests and think along the same line.

2.2.1. Type of Market Segmentation:

 Psychographic Segmentation: Segmentation done on the basis of Lifestyle of the individual
is known as psychographic segmentation. This classification is done on the basis of the
interest, attitude, and values of the individuals. E.g. Walmart segments the customer on the
attitude of saving money as much as possible.

 Behaviouristic Segmentation: As the name suggests this type of segmentation is done on the
basis of the behaviour of the individual and use or know of a product. For e.g. during Diwali
sweets and chocolate sales is very high as individuals buy these products for gifting purposes
and companies use this behaviour to introduce basket of different kind of products specially
for Diwali.

5
 Geographic Segmentation: As the name suggests this type of segmentation is done on the
basis of geographical areas such as culture, language, and location. For e.g., McDonalds
changes its menu according to the taste of country in which they operate, when they came to
India they did not introduced their one of the best selling food item Hamburger as they
understood that the Hamburger will not be accepted due to the Indian culture.

2.3. Targeting

Targeting is done when segmentation is complete as segmentation focuses on dividing the

market into sub-sets with similar demand & preferences while Targeting is focusing only one or
few of those sub-sets as they are perfect group of people/sub-sets for whom the product is
intended for.

The factors one should consider before targeting a particular segment:

 The target segment should be valuable: One must find out the most valuable targets amidst
of all the segments. Even though all segmentation carry some values it is necessary to find
the most valuable one so as to be more profitable.

 Influence of customer preference: Customer preference for any particular type of product or
service influences the targeting done by any organisation.

 Lifetime Value: The time duration for which the customer/consumer will be associated with
product defines Lifetime Value.

 Gap Analysis: When an organisation targets according to the gaps existing in the current
market scenario and implements plans & strategies to gain the profits.

Targeting is a very dynamic thing and changes from time to time. One might be targeting
Tier-I cities for its product but two years down the line due to the increase in purchasing power
and changes of taste of people you have to even target Tier-2 cities.

6
2.4. Push Marketing Strategy

Push strategy uses the manufacturer’s sales forces, trade promotion, and other means to
introduce intermediaries to carry, promote, and sell the product to customers. Companies mainly
to introduce products of theirs into the market use this kind of strategy. It is best suited for the
product, which is not unknown to the customer.

Examples of push marketing:

 Direct Sales
 E-mail Ads
 Telephonic Sales Pitch
 TV & Radio Ad
 Point of sale display
 Negotiation with distributors so that they can stock companies product.

The Biggest advantage of this kind of strategy is that it produces quick results. It is less
conscious of branding and more concerned towards creating instant demand for the new product.

7
 3. COMPANY ANALYSIS
3.1. Overview

The “Britannia Industries Ltd.” is one of the oldest Indian brands and is a leading
company in FMCG industry in India. It was started by a group of businessmen hailing from
Britain in 1892 and became a Public Ltd. company in 1918.

Britannia has gone through a lot of ownership since its inception but currently Britannia is
under Wadia Group which is being headed by Nusli Wadia. Britannia’s major product categories
are biscuits, bread-cakes-rusk, dairy products, snacks etc. Britannia’s product reach more than
5million retail outlets and approx. 50% households in India. When it comes to dairy products by
Britannia it contributes more than 5% of the company’s revenue which is approximately
US$1.5billion. Britannia has its presence in more than 60 countries making it one the biggest
Indian brands. Market Capital of Britannia Industries Ltd. is Rs. 66816.90 crores.

Britannia started its dairy production in 1997. Britannia Industries Ltd announced on March 26,
2002 that it has entered into a joint venture with the Fonterra Cooperative Group, New Zealand's
biggest company and one of the leading dairy co-operative groups in the world at that time.

3.2. Financials of Britannia Industries Ltd.

Financials of Britannia Industries Ltd. for the financial year 2018-2019:

Table 1: Brief Income Statement (as of 31/03/2019)

Sr. No. Particulars Audited
1 Total Income 10,672.97 (Rs. in crores)
2 PAT 1,122.20 (Rs. in crores)
3 Total Comprehensive Income 1,120.11 (Rs. in crores)
4(a) Basic Earnings per Share (face value of Re.1 each) 46.71 Rs
4 (b) Diluted Earnings per Share (face value of Re.1 each) 46.68 Rs

Table 2: Brief about Assets and Liabilities (as of 31/03/2019)

Sr. No. Particulars Audited (Rs. in crores)
1 Total Non-Current Assets 2,715.48
2 Total Current Assets 3,526.34
3 Total Assets 6,241.82
4 Total Equity 4,285.93
5 Total Non-Current Liabilities 104.48
6 Total Current Liabilities 1,851.41
7 Total Equity & Liabilities 6,241.82

8
3.3. Functional Working of the Department and Its Integration With Other Departments.

The sales department of Britannia is divided into three different channels namely general
trade division sales, modern trade division sales and alternate channel division sales depending
on the market structure. The division of the sales team is done on the basis of the market they are
catering into for e.g. modern trade sales team took care of supermarket stores like big bazaar,
whereas general trade sales team look after the general shopkeeper (retailer) and mom and pop
store.

The sales team get its support from different departments namely human resource, finance,
marketing, IT department making the Britannia departments integrated and inter-dependent for
an efficient and smooth work flow.

Integration of Sales and Finance Team –

For any sales team in an FMCG industry it should be highly integrated with its finance team
as they together come up with channel partner’s different credit schemes .

Integration of Sales and HR Team –

Human resource in any company acts as a backbone for its growth as it deals with the one of
the most crucial resource i.e. humans. From hiring interview to exit interview HR as a
vertical always comes into action. Sales team from time to time connect with the HR team
regarding their issues towards work culture, work environment or any personal dispute
within the team .

Integration of Sales and Marketing Schemes –

The sales comes into the forefront with marketing while creating different trading schemes.
As the sales team is the one who is the forefront of the company so they exactly knows the
market reality. The trade marketer will plan and execute his different schemes with the help
and assistance of sales team.

Integration of Sales and IT Team –

Since the beginning of IT revolution it always plays a hard-core role in easing the function
of every other department of the organisation. While coming to the relation of it and sales

9
 team they are very much integrated by the continuous use of different software and
applications created by IT team.

3.4. Vision of the company

“The company’s policy is customer satisfaction with less price as well as quality. Target
maximum customer and sale of volume. The company wants to reach the product in every
segment of customer. Also targeted to urban, rural, city town and villages area of market.
High promotion for selling the product and achieve maximum market share and to increase
the profitability by selling of maximum quantity”.

In addition, in alignment with that the company is currently vision of expansion in the dairy
business through expansion in cheese and packaged flavoured milk. Our work with the company
was making that happen at the ground level in cheese for “Alternative Channel Division Sales.”

3.5. Project Details

3.5.1. Overview

The internship spanning over the period of two months was divided into parts which
helped us understand and groom for the market channel in which we were about to work.
The work was understanding the pain points which were hurdle for the company in B2B
sales in the assigned area and provide recommendation/solutions for the same.

3.5.2. Prospecting and Understanding the Market

During the first few days of internship, I had to develop an understanding of the
market. The following are things that helped us in developing in creating an
understanding of the market:
 This meant trying to understand the product range that is being offered by the
company for the consumer. This was important as later on this helped in figuring out
the ways in which we would be able to fulfil the customer needs with currently
available basket. Further I also developed an understanding of how the customer
uses/consumes the product, Cheese, in what way, of what type etc.. this helped me in
creating a proper understanding the need of the customer using the current product
portfolio and provide them accordingly.

10
  During this time I was made to understand the workings of the channel I was assigned
and also how the market environment nuances works. This also included
understanding and learning about the products being offered by the competitors.

3.5.3. Creating Foothold

Even being in the dairy business for so long, the company never had a primary focus
in the HoReCa channel and was more focused in the General Trade channel. Due to this
even smaller companies were able to get ahead of the company as their primary focus
was in HoReCa channel as it is biggest consumer of cheese in India.

Earlier the company used a third party manufacturer to create their product but now
after buying their production/manufacturing facility the company started an aggressive
campaign to gain the market share and for that creating a foothold became an important
part.

Creating a foothold for the company in the assigned area of Delhi-NCR so as to,
create a foundation for bigger market share and market penetration for the current
portfolio. The foothold creation was even more important for the future SKUs as, they
would already have a strong foundation.

3.5.4. Market Mapping

For creating a strong foot hold I was asked to map the market which would give the
company a wholistic idea about what was the requirement/need of the
market(consumer/customer).
The majority of the work assigned to me was mapping the market of the assigned
area. This include creating primary data directly from the market so, that the organisation
have a better understanding of the ground reality of what the customer wants and in
which area does the company need to work on or lag behind the competition. The data
sheet included type, quantity, company etc. being used the customer.
I have also generated sales lead simultaneously and transferring the lead generated
to the sales team for the closure of the deal.

11
 3.5.5. Data Tabulation

1) The data for the mapping collected is RAW i.e. directly from the market.

2) Out of all the outlets visited only 98 gave any relevant data for the mapping. All the
others either provided nothing or their consumption was so low that considering them
for the study was not possible as, for very low consumption the company could not
provide any services to them due to low/no profitability.

3) The Company wise share presented in the pie chart is in accordance to the total
volume.

3.6. Known Competitors & Their Price

Table 3: Competitors and their prices

12
 4. REVIEW OF LITERATURE

Lin (1993) as cited in Long-Yi and Ya – Huei,(2012) proposes that marketing strategy can
be divided into four ways to research that:

(1) Dual-oriented marketing strategy: using rational and emotional product name, easy to
remember, and pricing to take into account the cost of service and quality orientation,
psychological factors and competitors’ prices.
(2) Rational marketing strategy: the use of functional demands of a rational position,
consider after-sales service, warranties, delivery and installation attached by the product
factors.
(3) Emotional marketing strategy: the emotional appeal to locate, emphasis on physical
product shape, color design, the use of emotional product names, and so on memory,
attention to product packaging and labeling.
(4) Maintenance marketing strategy: consumers are more concerned about price and quality,
it is not suitable to use a lot of marketing techniques, manufacturers can improve product
packaging and labeling, give a simple name for remember, consider the quality position
and competitor pricing during pricing.

According to Eugene Sivadas, F. Robert Dwyer (2000), study conducted on new product,
which provides increased sales, profits, and competitive strength for most organizations.
However, nearly 50% of the new products that were introduced each year failed. Organizations
thus find themselves in a double bind. On the one hand they must innovate consistently to remain
competitive, but on the other hand, innovation is risky and expensive. Many organizations were
forming business alliances to quicken the pace and reduce risks associated with innovation. Yet
by some estimates, 70% of these alliances fail. Many of the prescriptions for successful alliance
management clash with recommendations for effective innovation management

According to Calantone Roger; Garcia Rosanna; Droge Cornelia (2003), studied on

managers need guidance on how to cope with turbulent environments in order to improve
corporate performance. Research on environmental turbulence suggested that firms adopted a
less centralized, more organic structure in dynamic, uncertain environments. Little work had

13
been done specifically, however, on how environmental turbulence affects strategy planning for
New Product Development (NPD).

The Product Lifecycle Management (PLM) concept holds the promise of seamlessly
integrating all the information produced throughout all phases of a product's life cycle to
everyone in an organization at every managerial and technical level, along with key suppliers
and customers.

PLM systems were tools that implement the PLM concept. As such, they need the capability
to serve up the information referred to above, and they need to ensure the cohesion and
traceability of product data.(Sudarsan, R; Fenves, S.J.; Sriram, R.D.; Wang F. 2005)

Deshingkar Priya; Kulkarni Usha; Rao Laxman; Rao Sreenivas (2003 These researchers
described in their study transformations in the global food system which were causing changes in
food production and marketing in India at a slower rate than elsewhere in the developing world
but there was a growing domestic market for horticultural produce, in both traditional and exotic
vegetables.

Production and marketing arrangements were responding to changing demand driven by

urbanisation and diet change. Government sponsored schemes in horticulture shown mixed
results, generating more jobs than cereal production but reaching larger rather than smaller
farmers and landless households. Beyond direct government interventions, new forms of
contractual and sharecropping relationships were emerging between private dealers and farmers.

14
 5. DATA ANALYSIS
5.1. Primary Data Analysis
Q 1. Do you know about Britannia’s cheese products?
a. Yes
b. No

Do you know about Britannia’s cheese products?

43%
57% Yes
No

Figure 16: Do you know about Britannia?

Interpretation: The result of the following question shows 57% (yes) of the respondents know
about Britannia’s cheese product. However, there is people with (No, 43%), who are unware that
Britannia also sale cheese products. Some of these respondent, told that they doesn’t know about
this.
Q 2. Do you sale any of Britannia’s cheese products?
a. Yes
b. No

Do you sale any of Britannia’s cheese products?

46%
54% Yes
No

Figure 17: Do you sale any of Britannia’s cheese products?

Interpretation: The result of the following question shows 54% of the respondents sale any
Britannia’s cheese product. However, there is people with (46%), who are not selling Britannia’s
cheese products.

15
Q 3. How do you came to know about Britannia cheese?
a. Supplier
b. Billboards
c. Social media
d. Word of mouth
e. TV advertisement
f. Other

How do you came to know about Britannia cheese?

Supplier
4%

10% Billboards

13% Social media

58%
Word of mouth
10%

5% TV
advertisement

Other

Figure 18: How do you came to know about Britannia cheese?

Interpretation: The result of the following question shows that 58% of the respondents marked
supplier, 5% marked billboards, 10% marked Social media, 13% marked word of mouth, 10 %
marked, TV advertisement, 4% marked as other that how they know about Britannia’s cheese
product.

16
Q 4. Which kind of Outlet are you?
a. QSR (quick service restaurants)
b. Burger Outlet
c. Fine Dine
d. Bakery
e. Café
f. Bar
g. Cinema
h. Other

Which kind of Outlet are you?

QSR (quick
service
restaurants)
3% Burger Outlet
1%
5%

Fine Dine
12%
36%

Bakery

10%
Café

12% Bar

21%
Cinema

Other

Figure 19: Which kind of Outlet are you?

Interpretation: The result of the following question shows that 36% of the respondents marked
as QSR, 21% marked Burger outlet, , 12% marked Fine Dine, 10% marked Bakery, 12 %
marked Cafe, 1% marked for bar and 5% each of marked as cinema and 3% as other that type of
outlet they own.

17
Q 5. Which company’s Cheese do you sale?
a. Britannia []
b. Amul []
c. Go cheese []
d. Others []

Which company’s Cheese do you sale?

10%

18%
46%

Amul
26% Britannia

Go cheese

other

Figure 20: Which company’s Cheese do you sale?

Interpretation: The result of the following question shows that 46% of the respondents marked
as Amul, 26% marked Britannia, 18% Go cheese, and 10% of marked as other that they sale
cheese product.

Q 6. Are your customer satisfied with the present brand of cheese you are selling?
a. Yes []
b. No []
Are your customer satisfied with the present brand of cheese you are
selling?

43%
57%
Yes
No

Figure 21: Are your customer satisfied with the present brand of cheese you are selling?
Interpretation: The result of the following question shows 57% of the respondents marked as
they are satisfied with the present customer brand cheese product. However, there is slight more
chance to convert people with 43%, who are not satisfied with the present customer brand cheese
product that they are selling.

18
Q 7. Which types of cheese is most in demand?
a. Slices
b. Cubes
c. Blocks
d. Spreads
e. Pizza Cheese
f. Low-fat cheese
g. Cream Cheese

Which types of cheese is most in demand?

4% 2% 1%
15%

16%

36%
Slices

Cubes

Blocks

Spreads
26%
Pizza Cheese

Low-fat cheese

Cream Cheese

Figure 22: Which types of cheese is most in demand?

Interpretation: The result of the following question shows that 15% of the respondents marked
as Slices, 16% marked cubes, , 26% marked blocks, 36% marked spreads, 4% pizza cheese, 2%
marked Low-Fate cheese and 1% marked as cream cheese that type of cheese is most in demand.

19
Q 8. In Cheese product, which company’s product demand is higher?
a. Britannia
b. Amul
c. Go Cheese
d. Others

In Cheese product, which company’s product demand is higher?

10%

18%
46%

Amul
26% Britannia
Go cheese
other

Figure 23: In Cheese product, which company’s product demand is higher?

Interpretation: The result of the following question shows that 46% of the respondents marked
as Amul, 26% marked Britannia, 18% Go cheese, and 10% of marked as other that the demand
sale is higher for this group.

Q 9. What is the level of consumption?

a. Very good
b. Good
c. Average.
d. Bad

10% What is the level of consumption?

18%

46%

Very Good
26% Good
Average
Bad

Figure 24: What is the level of consumption?

Interpretation: The result of the following question shows that 46% of the respondents marked
as very good, 26% marked good, 18% average, and 10% of marked as bad that the level of
consumption in their business.

20
Q 10. Are you ready to change the brand?
a. Yes []
b. No []
Are you ready to change the brand?

38%

62% Yes
No

Figure 25: Are you ready to change the brand?

Interpretation: The result of the following question shows 38% of the respondents marked as
they are ready for change in brand of cheese product. However, there is slight less chance to
convert people with No for change in brand of cheese product 62%.

Q 11. What factors influence you for changing the brand?

a. Quality
b. Brand
c. Price
d. Taste
What factors influence you for changing the brand?

25%

35%

Quality
25% Brand
15%
Price
Taste

Figure 26: What factors influence you for changing the brand?
Interpretation: The result of the following question shows that 35% of the respondents marked
as quality, 15% marked Brand, 25% as Price, and 25% of marked as Taste that the factors
influence them for changing the brand.

21
Q 12. Why do you like to sale Cheese products in comparison to others products?
a. Quality/demand
b. Brand/ Packing
c. Price
d. Availability
Why do you like to sale Cheese products in comparison to others
products?
25%

35%

Quality
25%
15% Brand
Price
Taste

Figure 27: Why do you like to sale Cheese products in comparison to others products?
Interpretation: The result of the following question shows that 35% of the respondents marked
as quality, 15% marked Brand, 25% as Price, and 25% of marked as Taste that the factors
influence sale to increase in cheese product.

Q 13. Are you satisfies from Britannia products?

a. Yes
b. No

Are you satisfies from Britannia products?

43%
57% Yes
No

Figure 28: Are you satisfies from Britannia products?

Interpretation: The result of the following question shows 57% of the respondents marked as
they are satisfied with the Britannia brand cheese product. However, there is slight more chance
to convert people with 43%, who are not satisfied with the present Britannia brand cheese
product that they are selling.

22
Q 14. Suppose Britannia (cheese) want to come out with a sales promotion scheme for its
cheese products, which of the following would attract you, the most.
a. Quantity discount
b. Price
c. Gift Coupons
d. Credit Facility

Suppose Britannia (cheese) want to come out with a sales promotion

scheme for its cheese products, which of the following would attract you,
the most.

25%

35%

Quantity
Discount
25% Price
15%

Gift Coupons

Credit Facility

Figure 29: which of the following would attract you

Interpretation: The result of the following question shows that 35% of the respondents marked
as quantity, 15% marked Price , 25% as Gift Coupons , and 25% of marked as credit facility that
the factors would attract you, the most want to come out with a sales promotion scheme for its
cheese products.

23
Q 15. What are the sales promotion and distribution open given to you by Britannia?
a. Commission/margin
b. Gifts and Benefits
c. Easy abilities
d. Delivery
e. Credit Facility

What are the sales promotion and distribution open given to you by
Britannia?

27% Commission
37% /Margin

Gift Benefits

10%
Easy abilities

15%
11% Delivery

Credit Facelity

Figure 30: The sales promotion and distribution open given to you by Britannia?

Interpretation: The result of the following question shows that 37% of the respondents marked
as Commission/Margin, 15% marked Gift benefits, 11% as easy abilities, 10% marked as
Delivery and 27% of marked as credit facility that the factors would sales promotion and
distribution open given to you by Britannia.

24
Hypothesis 1:

H0: There is no difference in the responses between male and female that are they ready to
change the brand.

H1: There is a difference in the responses between male and female that are they ready to change
the brand.

In order to test the above hypothesis, the independent t-test is computed. The result of the same
are reported in following tables.

From the following table (Independent t-test), the p-value for male and female are as follow
0.003 and 0.002 respectively which is significant at 5% level of significance (as the p-value is
less than 0.05). This shows that the null hypothesis of no significant difference will be rejected
while we fail to reject the alternative hypothesis of significant differences. Thus the study finds
that there is difference in response between male and female that are they ready to change the
brand.

25
 Table 4: Sample test (Are you ready to change the brand?)
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
Are you ready to change the brand? Male 62 1.5968 .49455 .06281
Female 38 1.2895 .45961 .07456

Independent Samples Test

Levene's Test for t-test for Equality of Means
Equality of Variances
F Sig. t df Sig. (2- Mean Std. Error 95% Confidence Interval
tailed) Difference Difference of the Difference
Lower Upper
Are you ready Equal 5.804 .018 3.097 98 .003 .30730 .09923 .11038 .50422
to change the
brand? variances
assumed
Equal 3.152 82.842 .002 .30730 .09749 .11340 .50120
variances not
assumed

26
Hypothesis 2:

H0: There is no difference in the responses between male and female that what factors
influenced them for changing the brand.

H2: There is a difference in the responses between male and female that what factors influenced
them for changing the brand.

In order to test the above hypothesis, the independent t-test is computed. The result of the same
are reported in following tables.

From the following table (Independent t-test), the p-value for male and female are as follow
0.035 and 0.036 respectively which is significant at 5% level of significance (as the p-value is
less than 0.05). This shows that the null hypothesis of no significant difference will be rejected
while we fail to reject the alternative hypothesis of significant differences. Thus the study finds
that there is difference in response between male and female that what factors influenced them
for changing the brand.

27
 Table 5: Sample test (What factors influence you for changing the brand?)

Group Statistics
Gend N Mean Std. Std. Error
er Deviation Mean
What factors Male 62 2.2903 1.20636 .15321
influence you for Fema 38 2.5263 1.26783 .20567
changing the brand? le

Independent Samples Test

Levene's Test for
Equality of
Variances t-test for Equality of Means
Std. 95% Confidence
Mean Error Interval of the
Sig. (2- Differen Differen Difference
F Sig. t df tailed) ce ce Lower Upper
What factors Equal variances
.056 .814 -.931 98 .035 -.23599 .25339 -.73884 .26686
influence you assumed
for changing the Equal variances 75.37
-.920 .036 -.23599 .25646 -.74685 .27486
brand? not assumed 8

28
Hypothesis 3:

H0: There is no difference in the responses between male and female that are they satisfied from
Britannia products.

H3: There is a difference in the responses between male and female that are they satisfied from
Britannia products.

In order to test the above hypothesis, the independent t-test is computed. The result of the same
are reported in following tables.

From the following table (Independent t-test), the p-value for male and female are as follow
0.011 and 0.012 respectively which is significant at 5% level of significance (as the p-value is
less than 0.05). This shows that the null hypothesis of no significant difference will be rejected
while we fail to reject the alternative hypothesis of significant differences. Thus the study finds
that there is difference in response between male and female that are they satisfied from
Britannia products.

29
 Table 6: Sample test (Are you satisfies from Britannia products?)

Group Statistics
Gend N Mean Std. Std. Error
er Deviation Mean
Are you satisfies Male 62 1.7258 .83311 .10581
from Britannia Fema 38 2.0000 .86992 .14112
products? le

Independent Samples Test

Levene's Test for t-test for Equality of Means
Equality of
Variances
F Sig. t df Sig. (2- Mean Std. 95% Confidence
tailed) Differe Error Interval of the
nce Differe Difference
nce Lower Upper
Are you Equal .035 .852 - 98 .011 -.27419 .17454 -.62056 .07218
satisfies from variances 1.57
Britannia assumed 1
products? Equal - 75.7 .012 -.27419 .17638 -.62550 .07711
variances not 1.55 68
assumed 5

30
Hypothesis 4:

H0: There is no difference in the responses between male and female that what are the sales
promotion and distribution open given to them by Britannia.

H4: There is a difference in the responses between male and female that what are the sales
promotion and distribution open given to them by Britannia.

In order to test the above hypothesis, the independent t-test is computed. The result of the same
are reported in following tables.

From the following table (Independent t-test), the p-value for male and female are as follow
0.029 and 0.030 respectively which is significant at 5% level of significance (as the p-value is
less than 0.05). This shows that the null hypothesis of no significant difference will be rejected
while we fail to reject the alternative hypothesis of significant differences. Thus the study finds
that there is difference in response between male and female that what are the sales promotion
and distribution open given to them by Britannia.

31
 Table 7: Sample test (What are the sales promotion and distribution open given to you by Britannia?)

Group Statistics
Gender N Mean Std. Std. Error
Deviation Mean
What are the sales promotion and distribution open given to you by Male 62 2.0645 1.02223 .12982
Britannia? Female 38 2.2895 1.06309 .17246

Independent Samples Test

Levene's Test t-test for Equality of Means

for Equality of
Variances
F Sig. t df Sig. Mean Std. Error 95% Confidence
(2- Difference Difference Interval of the
tailed) Difference
Lower Upper
What are the Equal .533 .467 - 98 .029 -.22496 .21382 -.64927 .19936
sales promotion variances 1.052
and distribution assumed
open given to Equal - 76.011 .030 -.22496 .21586 -.65488 .20496
you by variances 1.042
Britannia? not
assumed

32
 6. CONCLUSION

6.1. Problems Pertaining in the Market

6.1.1. Product Portfolio

Britannia currently is not able to provide the complete portfolio in Cheese. The major
market demand is of Mozzarella Diced/Grated (98% approx. of the market that I
visited in the part two months). Due to the incomplete Portfolio creating a bigger
Foothold in the market is not easy as the Chefs decline shifting to the Block Form as it
is requires extra time and man power.

6.1.2. Taste & Appearance

 The acquired taste of the cheese over the years, provided by competitors, is also a
hurdle to overcome as people are finding it a little difficult to change the acquired
taste.
 The reason for the same if the fear of loosing the existing customer if the don’t like
the taste of food made from our Cheese.
 The appearance of the final food after using our product, as told to us by the chefs,
as the final products sometimes becomes little dark in colour giving it a burn look
even if it is not.
6.1.3. Distribution
 The difficulty in providing low requirements of the customer is one of the major
problems. This due to not a very vast distribution network when it comes to
cheese.
If the Distributor tries to fulfil the low requirements of the customer then his/her
ROI is affect.
 Lack of required number of Frozen Food Distributor: many a times the outlet
wants to switch its whole cheese business to our distributor/vendor as it easy for
the outlet for maintaining one distributor for the same kind of product than two.

33
 6.1.4. Vendor-Owner Relation
 If an Owner/Outlet shows any interest in any of our product, which also uses
Mozzarella Diced, the Owner/Outlet do not want to compromise the existing
relation with their current Vendor by switching only ONE/TWO SKU.
 The Owner/Outlet has also declined to switch even when switching to our product
is profitable due to the strong Vendor-Owner relationship.

6.2. Solutions

Considering the problems faced by us in the market we are providing solutions based on our
understanding.

6.2.1. Short-Term Solutions

 Taste & Appearance

Weekend Special Programs in which the company can collaborate with certain
selected outlet and providing a certain range of Food made from our cheese to the end
consumer and recording their response. This is help us achieve the following things:

 Based on response we can negotiate with the outlet.

 We will break the psychological barrier of “The Acquired Taste”.
 We will get a hand on review of our product, which might help us our
product even more better.
 Discount Programme
 Company can provide discount programmes to the HoReCa Outlets on
the basis of how much (in volume) they buy. This programme can be
introduced for few months so, as to create a foothold in the market.
 The discount can either be in monetary form or providing extra SKUs of
the type of product which the Outlet is buying.
 Discount/Incentive Programmes even for distributors if they are able to
achieve a certain target in a fixed period for few months. Due to this even
distributor will try and push the company’s product towards the
customers.

34
  To get an extra margin to provide these discounts the Institutional
packets can be made using Monochromatic colours just like the Cheese
Slice 476 gm. Packet.

6.2.2. Long-Term Solutions

 Expanding Product Portfolio
 Expanding the product portfolio in accordance with the demand of the
market, according to the market DICED/GRATED Mozzarella is
necessary and must be included in the portfolio.
 Inclusion of Liquid cheese & Fetta Cheese can also be considered as it
can work as an influencing factor as there is some faction of HoReCa
which use it.
 Production of Cheaper Cheese Slices to counter the competitors who are
providing the cheaper cheese slices and also cater to the small Burger
Outlets which can not but the existing cheese slices.
 Distribution
 Providing subsidies to the distributor for lower consumption requirement
so, as to cater the same.
 Finding & collaborating/Creating proper Frozen Food Distributor who
happens to keep the whole basket of cheese.
 Vendor-Owner Relationship
 Finding the biggest vendors (distributor/supplier) of a particular area and
taking them under our own umbrella. We can take the advantage of their
existing relations to create a deeper reach with in the market

35
6.3. Limitation Of The Study

During any kind of study, there are some limitations depending on the work and working
conditions. Followings are some limitation of the study:

 No reliability whether the data provided by the customer is authentic or not.

 Hesitation in revealing their information because of the thought process that they
won’t be able to get a better deal if they reveal the information first
 Incomplete data being provided by the customer does not help in finding any answers.

36
BIBLIOGRAPHY

 http://britannia.co.in/milestones/details
 http://britannia.co.in/investors/annual-report
 A book on marketing management by Philip Kotler, published by Pearson India
education services Pvt. Ltd.
 EDELWEISS RESEARCH
https://www.dsij.in/productAttachment/premarketreports/Market_Dairy_Edelweiss_12
.12.17.pdf
 Eugene Sivadas, F. Robert Dwyer (2000) : "An Examination of Organizational Factors
Influencing New Product Success in Internal and Alliance-Based Processes". Journal
of Marketing, 64 (1), p. 31-49.
 David H. Henard, David M. Szymanski (2001) : "Why Some New Products Are More
Successful Than Others". Journal of Marketing Research, August 2001, Vol. 38, No.
3, pp. 362-375.
 Robert G. Cooper; Scott J. Edgett ; Elko J. Kleinschmid(1999) : "New Product
Portfolio Management: Practices and Performance", Journal of Product Innovation
Management 16 (4), p.333–351
 Calantone Roger; Garcia Rosanna; Droge Cornelia (2003) : "The Effects of
Environmental Turbulence on New Product Development Strategy Planning" Article
first published online, Journal of Product Innovation Management 20 (2), p.90–103.
 Sudarsan, R; Fenves, S.J.; Sriram, R.D.; Wang F.(2005) : "A Product Information
Modeling Framework for Product Lifecycle Management." pp. 37, (13), pp. 1399–
1411.

37
Appendix 1: QUESTIONNAIRE

OUTLET No: ________________ NAME: ___________________________________

ADDRESS: ______________________________________________________________
CONTACT NO.:__________________________________________________________

Note: All the questions are compulsory.

Q 1. Do you know about Britannia’s cheese products?

a. Yes []
b. No []
Q 2. Do you sale any of Britannia’s cheese products?
a. Yes []
b. No []
Q 3. How do you came to about Britannia cheese?
g. Supplier []
h. Billboards []
i. Social media []
j. Word of mouth []
k. TV advertisement []
l. Other
Q 4. Which kind of Outlet are you?
a. QSR (quick service restaurants) [ ]
b. Burger Outlet []
c. Fine Dine []
d. Bakery []
e. Café []
f. Bar []
g. Cinema []
h. Other []
Q 5. Which company’s Cheese do you sale?
a. Britannia []
b. Amul []
c. Go cheese []
d. Others []
Q 6. Which types of cheese is most in demand?
a. Slices []
b. Cubes []
c. Blocks []
d. Spreads []
e. Pizza Cheese []
f. Low-fat cheese []
g. Cream Cheese []
Q 7. Are your customer satisfied with the present brand of cheese you are selling?
a. Yes []
b. No []

38
Q 8. In dairy product, which company’s product demand is higher?
a. Britannia []
b. Amul []
c. Go Cheese []
d. Others []
Q 9. What is the level of consumption?
a. Very good []
b. Good []
c. Average. []
d. Bad []
Q 10. Are you ready to change the brand?
a. Yes []
b. No []
Q 11. What factors influence you for changing the brand?
a. Quality []
b. Brand []
c. Price []
d. Taste []
Q 12. Why do you like to sale Cheese products in comparison to others products?
a. Quality/demand []
b. Brand/ Packing []
c. Price []
d. Availability []
Q 13. Are you satisfies from Britannia products?
a. Yes []
b. No []
Q 14. Suppose Britannia (cheese) want to come out with a sales promotion scheme for its
cheese products, which of the following would attract you, the most.
a. Quantity discount []
b. Price []
c. Gift Coupons []
d. Credit Facility []
Q 15. What are the sales promotion and distribution open given to you by Britannia?
a. Commission/margin []
b. Gifts and Benefits []
c. Easy abilities []
d. Delivery []
e. Credit Facility []

39