1

MA
MAH
HA
AT
TMAG
MAGA
AN
ND
DH
HI
IMI
S
SS
MISI
O
ONU
I NUN
NI
IV
VE
ER
RS
SI
T
TY
IY
I
n
ns
Ist
i
t
it
u
ut
tte
eo
of
fMa
Man
na
ag
ge
eme
men
nt
t&R
&Re
es
se
ea
ar
c
r
ch
h
A
AU
UR
RA
AN
NG
GA
AB
BA
AD
D-
4
-3
431
10
00
01
1

Pr
oj Pt
ecro
Rj
ec
ptr
oR
te
Opor
nB tROInB
T ANRN
I
TIANN
ABI
SIA
CUI
TS.
BI
SCTU
SUBMI
ITS.
TEDTO

MGM I nstituteofManagement&Research
TTEDTOMG
SUBMI MInstit
uteofManagement&
Aurangabad.
ResearchAurangabad.
I
NTHEPARTI ALFULFILLMENTOFTHEREQUIREMENTSOF
I
NT
THHEPA
EMasRT
tI
erA
'LF
SDEU
GLF
RI
ELLME
EinBN
UTO
ISNFTHER
ESSA EMI
DDQU
NI
RE
I
STMEN
RATT
I
OSO
NF
THEMaster'
SDEGREEi nBUISNESSADDMI
NISTRATION
SUBMITTEDBY
SUBMITTEDBY
‘
SHANKARREVANNATHDAS. '
‘
SHANKARREVANNATHDAS. '
MBA1stYear1stSemester
MBA1stYear1stSemest
er
Rol
lNo.
–MBA- 20-
250
Rol
lNo.
–MBA- 20-
250

GUI
DEDBY
GUI
DEDBY
Asst.Prof.
Prof.Hrishi
keshKakde.
A
MGM Is
nss
t
it
t
u.
tP
er
o
off
.Pn
Maro
af
g.
eHr
mei
nshi
k
t&Re
es
s hK
ear
cha
,
Ak
ud
r
ae
n.
gabad.
MGM I
nst
it
uteo
Af
cMan
adeagc
mieme
Yean
rt0
2&Re
20s
-
2e2
0 ch,
ar
1 Aur
angabad.
AcademicYear
2020-2021
MBASemest
er-I
MBASemest
er-I

1
 2

ACKNOWLEDGEMENT
I
tisagreatpleasuretomei
nacknowledgi
ngmydeepsenseof
gr
atit
udetoallthosewhohavehel
pedmei ncompl
eti
ngt
his
pr
ojectsuccessful
ly.

Fi
rstofal
lIwoul
dli
ket
othankMAHATMAGANDHI
MI
SSI
ONUNI
VERSI
TY,
Aur
angabf
orpr
ovi
dingmean
opportunitytoundertakeapr oj
ectasapar t
ialf
ulfi
ll
mentof
MBAdegr ee.
Igreatlyappreci
atethest af
fofthesurveyedbusinessunit,
who
respondedpr omptlyandent husi
asti
call
ytomyr equestsfor
frankcomment sdespitethei
rcongestedschedules.Iam
i
ndebt edtoallofthem, whodi dthei
rbesttobri
ngi mprovement
s
throughtheirsuggestions.

Iwoul
dli
ket
othankmyPr
oj deAs
ectGui st
.Pr
of.
Prof
.
Hr
ishi
keshKakde.whoseval
uabl
egui
danceand
encouragementateveryphaseofthepr
ojecthashel
pedt
o
prepar
et hi
sproj
ectsuccessful
ly
.
Fi
nal
ly
,Iwouldli
ket oexpr
essmysincerethankstomyf ami
l
y
members,
allt
hef acul
ti
es,of
fi
cest
aff,andlibr
aryst
affofMGM
I
nst
it
ut chAur
eofManagement&Resear angabad.
andfri
endswhohel
pedmei
nsomeorot
herwayi
nmaki
ngt
his
pr
oject
.

SHANKARREVANNATHDAS.
(
MBA1stYear1stSem.)
(
Rol
lNo.
–MBA-20-250)

2
 3

CERTI
FICATE

Thi
sist
ocer
ti
fyt
hatSHANKARREVANNATH DAS.
(Rol
l
No.
–MBA-
20-
250) MGM
of Inst
it
ute of
ch Aur
Management& Resear angabad. has
successf
ull
y compl
eted t
he pr
oject ent
it
led
"
BRI
TANNI
ABI
SCUI
TS.
"
i
npar
ti
alf
ulf
il
lmentofr
equi
remeMGM I
nst
it
uteof
chAur
Management&Resear angabad.f
ort
he
compl
eti
onoft
hedegr
eeofMast
erofBui
sness
Addmi
nist
rat
ionaspr
escr
i he MAHATMA
bedbyt
GANDHIMI
SSI
ONUNI
VERSI
TY,Aur
angabad.

The pr
ojecthas been compl
eted undermy gui
dance
dur
ingtheacademicyear
2020-
2021.

Asst
.Pr
of.
Prof
.Hr
ishi
keshKakde. Dr
.Pr
adeepKumar
Di
rect
or
Gui
de

3
 4

DECLARATI
ON
Thi
sistodecl
aret SHANKARREVANNATHDAS,st
hatI
, udent
ofMast
erofBUISNESSADDMI
NISTRATI
ON(
Cour
sePer
iod2020-
,MGM
2021) Inst
itut
eofManagement& Resear ch
Aur
angabad.havegi
venor
igi
naldat
aandi
nfor
mat
iont
othe
best of my knowl
edge i
n t
he pr
oject r
epor
t ent
it
led
"
BRI
TANNI
ABI
SCUI
TS.
"
undert danceofAsst
hegui .Prof
.Pr
of.Hr
ishi
keshKakde.,and
t
hatnopar
tofthi
sinf
ormat
ionhasbeenusedforanyother

assi
gnmentbutf
orthepart
ial
ful
fi
ll
mentofther
equi
rement
towar
dsthecomplet
ionoft
hesaidcour
se.

Ihav
eprepar
edthisr
eporti
ndependent
lyandIhav
egat
her
edal
l
ther
elev
anti
nfor
mation

per
sonall
y.
Ihaveprepar
edt
hispr
ojectf
orpar
ti
alf
ulf
il
lmentof
BBAGraduat
eCourse.

Ialsoagr
eeinpr
inci
plenott
oshar
ethev
ital
inf
ormat
ionwi
thany
otherper
sonout
side

theorgani
zati
onandwi
l
lnotsubmi
tthepr
ojectr
epor
ttoany
otheruni
versi
ty.

SHANKARREVANNATHDAS.
(
MBA1stYear
1st
Sem.
)

(
Rol
lNo.
–MBA-
20-
250)

4
5

5
 6

I
NDEX

1. Ex
ecut
ivesummar
y 8

2. I
ntr
oduct
ion 9-
15
3. Resear
ch 16
Methodol
ogy

4. Hi
stor
y 25-
33

5. Pr
oductLi
ne 34-
59

6. Concept
ual 60-
65
Fr
amewor k

7. Dat
aAnaly
sisand 66-
68
Fi
ndi
ngs

8. Concl
usi
on 69

9. Fi
ndi
ngs 70-
71

10. Bi
bli
ogr
aphy 71-
73

11. Lear
ningexper
ience 74

12. Comment
sbypr
ojectgui
de

75

6
7

7
 8

EXECUTI
VESUMMARY
Aftergoi ngthickont hethings, nowt imeist omakeacompl ete
picture.Whi l
emaki ngapr oductaSKU( stockkeepi nguni t)ofthe
shopr et
ail
erst hi
nkaboutt heGMROI( grossmar ginreturnon
i
nv estment )andt heypromot et hebr andwhi chpr ov
idest hem
highest .
Theyexpectr eturninthef orm ofpr ofitmargin,company
schemes, windowdi splayandr eferenceoft heshop.Amongt hese,
companyschemesmaket hedi ff
erenceandar ethehighest
sour cesofmot ivati
onaf t
erpr of i
tmar gi
n.Ret ail
i
ngdemandsa
const antpushf r
om t hecompany .

Mar ket erneedst ouseadv ert

isingandbr andbui l
dingst r
at egies
toaddr esst hedi scer ningbuy ersandr etailpusht oindifferent
buy ers.Themanuf act urershoul dunder standconsumerbehav i
or
becauser etai l
erscan’ thel pqual i
tyandpr ice.Itisonlyupt o
manuf act urer stodel iv erwhatconsumerwant s.Ineedt ost ress
oni tbecause58%r etai l
erssai dthatitisdemandwhyt heysel l
Brit
anni a.61%agr eet hatatr etailshopiti sbrandpopul arity,
whichdet ermi net hepur chaseofbi scuit.Therebisagr eat erneed
tobunder standt her etai lerbehav i
or.Consi deri
ngt hem asat eam,
wor kingf ort hecompanymayhel pt hem t obeat tachedtot he
company .Ther eshoul dbeaf eeli
ngofbel ongingt othecompany
i
ni nneroft her etailers.Thi scanbedonebyset ti
ngv al
uescl ub
forr etailerssot hatt heymayexchangev iewswi t
ht hecompany
andhel pi nunder standi ngconsumerbehav i
or.

8
 9

I
NTROUDUCTI
ON

9
 10

Bri
tanniaI
ndust
ri
esLimitedisanIndi
anfoodand
beveragecompany.
[3]Foundedin1892and
headquart
eredi
nKolkata,i
tisoneofIndi
a'
soldest
exi
stingcompani
es.
Iti
snowpar toft
heWadiaGroupheadedbyNusli
Wadi a.Thecompanysell
sit
sBrit
anni
aandTi ger
brandsofbiscuit
s,br
eadsanddair
yproduct
s
throughoutIndi
aandinmorethan60countr
ies
acrosst heworl
d.
Beginni
ngwitht
hecir
cumstancesofit
stakeov
erby
theWadiagr
oupintheear
ly1990s,t
hecompanyhas
beenmiredi
nsever
alcont
rover
siesconnect
edtoi
ts
management.
Howev er,
itdoesenjoyalargemarketshar
eandi s
exceedi
nglyprofi
tabl
e.[
cit
ati
onneeded]Bri
tanni
a
Indust
ri
esLimited
Br
it
anni
aIndust
ri
esl
ogo.
svg
For
mer
lyBr
it
anni
aBi
scui
tCompanyLi
mit
ed

10
 11

For
mer
ly Bri
tanni
aBi
scui
t
CompanyLi
mited

Ty
pe Publ
i
c
Tr
adedas BRI
TANNI
A
I
SIN I
NE216A01030
I
ndust
ry Foodpr
ocessi
ng
Founded 1892;129years
agoinCalcut
ta
1918; 103year
s
agoasBr it
anni
a
BiscuitCompany
Li
mi ted
Headquar
ter
sKol kat
a,west
Bengal,I
ndi
a
Ar
easer
ved Wor
ldwi
de
Keypeopl
e Nusl
iWadi
a
(
Chair
man)

11
 12

VarunBerr
y
(Managi
ng
Dir
ector
)
Pr
oduct
s Bakeryproducts
i
ncludingbiscui
ts,
bread,cakesand
rusk
dai
ryproduct
s
i
ncludi
ngmi l
k,
butt
er,
cheese,
gheeanddahi
Numberof 4,
480(ason31
empl
oyees March2019)
[2]
Par
ent Wadi
aGr
oup
Websi
te www.
bri
tanni
a.co.
in

ThestoryofoneofIndia'
sfav
ori
tebrandsr eadsal
most
l
ikeaf ai
ryt
ale.Onceuponatime,i
n1892t obepr eci
se,
a
biscui
tcompanywasst art
edinanondescripthousei
n
Calcut
ta(nowKolkata)wit
hanini
ti
alinvestmentofRs.
295.Thecompanyweal l
knowasBr i
tanniatoday.

12
 13

Thebegi nningsmi ghthav ebeenhumbl e-t

hedreams
wer eany thingbut .By1910, wi
ththeadv entof
electr
icity,Br i
tanniamechani zeditsoperati
ons,and
i
n1921, itbecamet hefirstcompanyeastoft he
SuezCanal tousei mpor tedgasov ens.Brit
annia'
s
businesswasf l
ourishi
ng.But ,
mor eimpor t
antl
y,
Brit
anni awasacqui ri
ngar eputat
ionf orqual
it
yand
value.Asar esult
,dur i
ngt het r
agi
cWor ldWarII,t
he
Gov ernmentr eposedi tst rusti
nBr i
tanniaby
contractingi ttosuppl ylar gequantit
iesof"servi
ce
biscuits"tot hear medf or ces.
Ast imemov edon, t
hebi scuitmar ketcont inuedt o
grow…andBr i
tanni agr ewal ongwi thit.In1975, t
he
Brit
anni aBiscuitCompanyt ookov ert hedist r
ibuti
on
ofbi scui
tsfromPar ry'swhot i
llnowdi st
ributed
Brit
anni abiscuitsinI ndia.Int hesubsequentpubl i
c
i
ssueof1978, Indianshar eholdingcr ossed60%,
fi
rml yestabli
shi ngtheI ndi annessoft hefirm.The
fol
lowi ngyear,Br i
tanni aBi scuitCompanywasr e-
christenedBr i
tanniaI ndust ri
esLi mited( BIL).Four
yearsl at
erin1983, itcrossedt heRs.100cr ores
revenuemar k.

13
 14

Ontheoper ati
onsfront, thecompanywasmaki ng
equall
ydy namicstri
des.I n1992,itcelebrat
edits
Plat
inum Jubil
ee.In1997, thecompanyunv eil
edi ts
newcor porat
eidentity-"EatHealthy,ThinkBetter"-
andmadei t
sfir
stforayi ntothedairyproducts
market.In1999,the"BritanniaKhao, WorldCupJao"
promotionfurt
herfortif
iedt heaff
init
yconsumer s
hadwi t
h'BrandBr i
tannia'.
Br i
tanni
ast rodei ntothe21stCent ur yasoneof
India'
sbiggestbr andsandt hepr eemi nentfood
brandoft hecount ry.I
twasequal l
yr ecognizedfor
i
t sinnovativeappr oacht opr oductsandmar ket
ing:
theLagaanMat chwasv otedIndia'smost
successf ulpromot ionalact i
vit
yoft hey ear2001
whi l
ethedel iciousBr i
tannia50- 50Maska- Chaska
becameI ndia'smostsuccessf ulproductlaunch.In
2002, Bri
tanni a'
sNewBusi nessDi visionformeda
j
oi ntventurewi thFont erra,t
hewor l
d'ssecond
l
ar gestDai r
yCompany ,andBr itanniaNewZeal and
FoodsPv t.Ltd.wasbor n.
Inrecognit
ionofit
svi
sionandaccel
erat
inggraph,
For
besGl obalr
atedBr
it
annia'
Oneamongstt heTop

14
 15

200SmallCompani
esoft
heWor l
d',andThe
Economi
cTimespeggedBri
tanni
aIndia'
s2ndMost
Trust
edBr
and.

15
 16

RESEARCHMETHODOLOGY

Resear chmet hodologyisconsi deredast hener veof

thepr oject.Wi t
houtapr operwel lor ganized
researchpl an, i
tisimpossi bletocompl etet he
projectandr eacht oanyconcl usion.Thepr oj ectwas
basedont hesur veyplan.Themai nobj ectiveof
surveywast ocollectappropr i
atedat a,whi chwor k
asabasef ordr awingconcl usionandget ti
ngr esult.
Ther efore,researchmet hodol ogyi st hewayt o
systemat i
callysolvetheresear chpr obl em.Resear ch
met hodol ogynotonl ytalksoft hemet hodsbutal so
l
ogicbehi ndt hemet hodsusedi nt hecont extofa
researchst udyandi texplainswhyapar t
icul ar
met hodhasbeenusedi nt hepr eferenceoft heot her
met hods
Researchdesign:Researchdesi gnisimport
ant
pri
mar i
lybecauseoftheincr easedcomplexit
yinthe
marketaswel lasmar ket
ingappr oachesavai
labl
eto
theresearcher
s.Infact,i
tist hekeytotheevolut
ion
ofsuccessfulmarketi
ngst rategi
esand

16
 17

programmer s.Iti
sani mpor t
antt ooltostudybuy er’
s
behav i
or,consumpt ionpat t
ern,brandl oyalt
y,and
focusmar ketchanges.Ar esear chdesignspeci fi
es
themet hodsandpr oceduresf orconduct inga
parti
cularst udy.AccordingtoKer li
nger,“Research
Designisapl an,conceptualstructure,andstrategy
ofinvesti
gat ionconceivedast oobt ainanswer sto
researchquest ionsandt ocont rol
variance.
Ty
pesofr
esear
char
e:
•Descr i
ptiveResear chThet ypeofr esear chadopt ed
forstudyi sdescr ipt
ive.Descripti
vest udiesar e
under t
akeni nmanyci rcumst anceswhent he
researchesi si
nt erestedtoknowt hechar act eri
stic
ofcer t
aingroupsuchasage, sex,educat ionl evel
,
occupat i
onori ncome.Adescr i
pti
vest udy maybe
necessar yincaseswhenar esearcheri si nterested
i
nknowi ngthepr oporti
onofpeopl einagi v en
populationwhohav einpar t
icularmanner , maki ng
projecti
onsofacer t
ainthing, ordetermi ningt he
rel
at i
onshipbet weent woormor ev ar
iabl es.The
objectiv
eofsuchst udyistoanswert he“ who, what,
when, wher eandhow”oft hesubj ectunder

17
 18

i
nvest i
gat ion.Ther ei sagener alf eeli
ngt hat
descripti
v est udi esar ef act ual andv erysi mpl e.This
i
snotnecessar ilytrue.Descr i
pt i
vest udycanbe
compl ex, demandi ngahi ghdegr eeofsci ent i
fi
cskill
onpar toft her esear cher .Descr i
pt i
vest udi esare
wellstruct ured.Anexpl or atoryst udyneedst obe
fl
exibleini tsappr oach, butadescr iptiv est udyin
contrastt endst ober i
gi dandi t
sappr oachcannot
bechangedev er ynowandt hen.I tist her efore
necessar y, ther esear chergi vesuf f
icientt houghtt o
fr
ami ngr esear ch.Quest ionsanddeci dingt het ypes
ofdat atobecol l
ect edandt hepr ocedur et obeused
i
nt hispur pose.Descr iptivest udiescanbedi vi
ded
i
ntot wobr oadcat egor ies: Cr ossSect ional and
Longitudinal Sect i
onal .Acr osssect ional studyi s
concer nedwi thasampl eofel ement sf r
om agi ven
populat i
on.Thus, itmaydeal wi t
hhousehol d,
dealers,ret ailstores, orot herent iti
es.Dat aona
numberofchar acteristicsf rom sampl eel ement sare
col
lectedandanal y zed.Cr osssect ional studiesar e
oftwot ypes: Fieldst udyandSur vey.
Al
thought
hedi
sti
nct
ionbet
weent
hem i
snotcl
ear
-

18
 19

cut, t
her ear esomepr actical dif fer ences, whi chneed
differentt echni quesandski ll
s.Fi eldst udi esar eex -
post -f
act orsci entifici nqui riest hatai m atf indi ngt he
rel
at i
onsandi nt errelat i
onsamongv ariabl esi nar eal
setting.Suchst udiesar edonei nl i
v esi tuat ionsl i
ke
communi ties,school s, fact ories, andor gani zat i
ons.
Anot hert ypeofcr osssect ional st udyi ssur vey
result,whi chhasbeent akenbyme.Amaj or
strengt hofsur veyr esear chi sit swi descope.Det ai l
i
nf ormat ioncanbeobt ainedf rom asampl eofl ar
ge
popul ation. Besi des; itiseconomi cal asmor e
i
nf ormat ioncanbecol lect edperuni tofcost .I n
addi ti
on, i
ti sobv i
oust hatasampl esur veyneeds
l
esst i
met hanacensusi nqui ry .Descr iptiver esear ch
i
ncl udessur veyandf actf indingenqui riesof
differentki ndsoft hemaj orpur pose.Descr i
pt ive
resear chi sdescr i
pt ionoft hest ateofaf fairs, asit
existsatpr esent .Themai nchar act eristicoft his
met hodi sthatt her esear cherhasnocont rol ov er
thev ariables; hecanonl yr epor twhathashappened
orwhati shappeni ng.Themet hodsofr esear ch
uti
lizedi ndescr iptiver esear char esur veymet hods
ofal lkindsi ncludi ngcompar ativ eandcor elational

19
 20

methods.Ther easonforusi
ngsuchneedstobe
fl
exi
bleinit
sappr oach,butadescr
ipt
ivest
udyin
cont
rasttendst oberigi
danditsappr
oachcannot
bechangedev erynowandt hen.
Dat acol l
ectionmet hods: Dat acanbeobt ainedf rom
primar yorsecondar ysour ces.Pr imar ydat ar eferto
i
nf ormat i
onobt ainedbyt her esearcheront he
variablesofi nt erestf orspeci fi
cpur poseoft he
study .Secondar ydat arefert oinformat i
ongat hered
from sour cesal readyexi sting, whiledi scussing
l
iteraturesur vey .Someoft heexampl esof
secondar ydat aar ecompanyr ecor dsorar chives,
gov ernmentpubl ications,indust ryanal ysisof fered
byt hemedi a,websi t
es,theI nternet ,andsoon.I n
somecases, theenv ir
onmentorpar ticularset ti
ngs
andev entsmayt hemsel vesbesour cesofdat a,as
forexampl e,st udy ingthel ay outofapl ant .
Consi deringt her esearchpr oblem andr esear ch
met hodsdef ined, onlysecondar ydat awascol lected
i
nt hisr esearch.
Secondar
yDat a–Secondar ydataareindi
spensi
ble
formostorganizat
ional
research.Secondar
ydata

20
 21

refert oinformat i
ongat her edbysomeoneot hert han
ther esearcherconduct ingt hecur rentst udy .Such
dat acanbei nternalorext ernal tot heor gani zat i
on
andaccessedt hrought hei nternetorper usal of
recor dedorpubl i
shedi nfor mat ion.Secondar ydat a
canbeused, amongot hert hings, forf orecast i
ng
salesbyconst ruct i
ngmodel sbasedonpastsal es
fi
gur es,andt hroughext rapol ation.Ther ear esev eral
sour cesofsecondar ydat a,includi ngbooksand
priodicals,Gov t.publicat ionsofeconomi ci ndi cat ors,
censusdat a,statisti
cal abst racts, anddat abases
themedi a,annual r
epor t sofcompani es, et c.Case
studiesandot herar chi val recor dssour cesof
secondar ydatapr ovideal otofi nformat ionf or
resear chandpr oblem sol ving.Suchdat aar e, aswe
hav eseen, most l
yqual itat i
vei nnat ure.Al soi ncluded
i
nsecondar ysour cesar eschedul esmai nt ainedf or
orbykeyper sonnel inor gani zations, thedesk
calendarorexecut i
ve, andspeechesdel i
v er edby
them.Muchofsuchi nt er nal data, though, coul dbe
propr iet
aryandnotaccessi blet oal l.Theadv antage
ofseeki ngsecondar ydat asour cesi ssav i
ngsi n
ti
meandcost sofacqui r i
ngi nf ormat i
on.Howev er

21
 22

secondar ydataast hesolesourceofi nformationas

thedrawbackofbecomi ngobsolet
e, andnot
meet i
ngt hespeci fi
cneedsofapar ti
cularsituation
orsetti
ng.Hence, itisi
mpor t
anttor efertosour ces
thatoffercurrentandupt odateinformat i
on.
Secondar ydatai nthisresearchwascol lected
throughv ar
iousf orms,company ’
spr ofi
le,websites
andv ar
iousl i
teraturestudied

22
 23

SWOTANALYSI
SOFBRI
TANNI
A

St
rengt
h Weakness
•Ful
fi
ll
oneofourBasi
c •Decr easesnutr
it
ional
Requi
rementamongAi r, v alue
Water,Food,Shel
ter •Increasesthecostof
•Widelyacceptedinal
l foodpr oduct
Generati
ons •Industryand
•Easi
lyavail
ableinvar
ious technologyrequi
res
for
ms highinvestment

•Prov
idegoodI nst
ant •Regularusageof
Remedyf orhungeri
nt he processedfoodcan
for
m ofreadymadef ood causeal ter
ati
oninheal
t

•Preservest henon
seasonal foodandmakes
i
tav ail
ableallv
thr
oughout
they ear

23
 24

Oppor
tuni
ti
es Thr
eat
s
•I
ncreaseeconomyof •Manycompaniesar
e
I
ndia resul
tor
ient
ed
•Generat
eempl
oyment •I
ncr
easei
npol
l
uti
on
oppor
tunit
y •Sometimesprov
ide
•Goodqual
i
tyofGoods poorquali
tyof
•Provi
decompet
it
iont
o pr
oductf
ormor
epr
ofi
t
for
eign •Lackoft
echnol
ogy
compani
es •Unablet
outi
li
zeallt
he
•I
mpr
ovel
i
vingst
andar
d resour
cesef
fi
cient
ly
•Provi
degoodstonat
ion
atcheaperr
ate
•Inf
lowofforei
gnreser
ve
andfundsforthe
govt.
(t
axes)

24
 25

HI
STORYOFBRI
TANNI
A

•
1892oTheGenesis-Bri
tanni
aest
abl
i
shedwi
than
i
nvest
mentofRs.295inKolkat
a
•
1910oAdventofel
ect
ri
cit
yseesoper
ati
ons
mechani
zed
•1921oI
mport
edmachiner
yint
roduced;Br
it
anni
a
becomesthef
ir
stcompanyEastoftheSueztouse
gasovens
•1939-44oSal
esri
seexponenti
all
ytoRs.
16,
27,202
i
n1939oDur i
ng1944salesrampupbymor ethan
eightt
imest
oreachRs.
1.36cror
e
•1975oBri
tanni
aBiscui
tCompanyt
akesov
erbi
scui
t
dist
ri
but
ionfrom Par
ry'
s
•1978oPubl
i
cissue-I
ndi
anshar
ehol
dingcr
osses
60%
•
1979oRe-
chr
ist
enedBr
it
anni
aIndust
ri
esLt
d.(
BIL)
•
1983oSal
escr
ossRs.
100cr
ore
•
1989oTheExecut
iveOf
fi
cer
elocat
edt
oBangal
ore

25
 26

•
1992oBI
Lcel
ebr
atesi
tsPl
ati
num Jubi
l
ee
•
1993
oWadiaGroupacquir
esstakeinABIL,UKand
becomesanequalpart
nerwithGroupedDANONEi
n
BIL
•
1994
oVol
umescr
oss1,
00,
000t
onsofbi
scui
ts
•
1997
oRe-bi
rth-newcorpor
atei
dent
it
y'EatHeal
thy
,Thi
nk
Bet
ter'
leadstonew
missi
on:'
Makeev
eryt
hir
dIndi
anaBr
it
anni
a
consumer
'
oBI
Lent
erst
hedai
rypr
oduct
smar
ket
•
1999
o"Br
it
anni
aKhaoWor
ldCupJao"-amaj
orsuccess!
Pr
ofi
tupby37%
•2000oFor
besGlobal
Ranking-Br
it
anni
aamong
Top300smallcompanies

26
 27

•
2001
oBI
LrankedoneofI
ndi
a'
sbi
ggestbr
ands
oNo.
1foodbr
andoft
hecount
ry
oBri
tanni
aLagaanMatch:I
ndia'
smostsuccessf
ul
pr
omot i
onal
acti
vi
tyoftheyear
oMaskaChaska:
Indi
a'
smostsuccessf
ulFMCG
l
aunch
•
2002
oBI
Llaunchesj
ointvent
urewi
thFont
err
a,t
he
wor
ld'
ssecondl
argestdair
y
company
oBr
it
anni
aNewZeal
andFoodsPv
t.Lt
d.i
sbor
n
oRat
edas'OneamongsttheTop200Smal
l
Compani
esoftheWor
ld'by
For
besGl
obal
oEconomi
cTimesr
anksBI
LIndi
a'
s2ndMost
Tr
ustedBr
and
oPur
eMagi
c-Wi
nneroft
heWor
dSt
ar,
Asi
ast
arand

27
 28

I
ndi
ast
arawar
dforpackagi
ng
•
2003
o'
TreatDuet
'-mostsuccessf
ull
aunchoft
hey
ear
oBri
tanniaKhaoWor
ldCupJaor
ockst
heconsumer
l
iv
esy etagai
n
•
2004
oBri
tanni
aaccor
dedt
hest
atusofbei
nga'
Super
br
and'
oVol
umescr
oss3,
00,
000t
onsofbi
scui
ts
oGoodDayaddsanewv
ari
ant-Choconut-i
nit
s
r
ange
•
2005
oRe-bi
rt
hofTiger-'SwasthKhao,
TigerBanJao'
becomesthepopularchant!
oBrit
anni
alaunched'
Greet
ings'
rangeofpr
emi
um
assor
tedgi
ftpacks
oThenewpl anti
nUtt
aranchal
,commi
ssi
oned
aheadofschedul
e.

28
 29

oThelaunchofy
etanotherexci
ti
ngsnacki
ngopt
ion
-Br
it
annia50-
50PepperChakkar
•
2007
oBritanniaindustr
iesf
ormedaj ointv
entur
ewiththe
Khimji RamdasGr oupandacquireda70percent
beneficialst
ateintheDubai
-basedStrat
egi
cFoods
I
nternat i
onalCo.LLCand65.4%i ntheOmanbased
AlSallan
FoodI
ndust
ri
esCo.SAOG.
•
2008
oBri
tanni
alaunchedIronfor
ti
fi
ed'Ti
gerBanana'
bi
scuit
s,'
GoodDayCl assi
cCookies'
,LowFatDahi
andrenov
ated'Mari
eGold'
.

29
 30

Founder
s
Dr
.NBal
asubr
amani
an
DrK.
BChandr
ashekhar
Mr
.Ar
junMal
hot
ra
Pr
of.Jagdi
shShet
h
Dr
.Sr
idharMi
tt
a
BOARDOFDI
RECTORS
Name Desi
gnat
ion
Mr
.Nusl
iNev
il
leWadi
a Chai
rman
Ms.Vi
nit
aBal
i Managi
ngDi
rect
or
Mr
.A.
K.Hi
rj
ee Di
rect
or
Dr
.Aj
aiPur
i Di
rect
or
Mr
.Av
ij
itDeb Di
rect
or
Mr
.JehNWadi
a Di
rect
or
Mr
.Keki
Dadi
set
h Di
rect
or
Mr
.Ni
meshNKampani Di
rect
or
Mr
.Pr
atapKhanna Di
rect
or

30
 31

Mr
.S.
S.Kel
kar Di
rect
or

HI
STORYOFBI
SCUI
T
Sweetorsal t
y .Softorcr unchy .Si mpl eorexot ic.
Every bodyl ovesmunchi ngonbi scui t
s,butdot hey
knowhowbi scuitsbegan? Thehi stor yofbi scuitscan
bet racedbackt oar eci pecr eatedbyt heRoman
chefApi cius, i
nwhi ch" at hickpast eoff i
newheat
fl
ourwasboi ledandspr eadoutonapl ate.Wheni t
haddr i
edandhar denedi twascutupandt henf ri
ed
untilcrisp, thenser v edwi thhoneyandpepper .
"The
wor d'Biscui t
'isder i
v edf r om theLat i
nwor ds'Bis'
(meani ng' twi ce')and' Coct us' (
meani ngcookedor
baked) .Thewor d'Biscot ti' i
salsot hegener i
ct erm
forcooki esi nI t
ali
an.Backt hen, biscui tswer e
unleav ened, hardandt hinwaf er swhi ch, becauseof
theirlowwat ercont ent ,wer eideal foodt ost ore.As
peopl est ar t
edt oexpl oret hegl obe, biscuitsbecame
theideal travelli
ngf oodsi ncet heyst ay edfreshf or
l
ongper i
ods.Theseaf ar ingage, thus, wi t
nessedt he

31
 32

boom ofbi scui t

swhent hesewer eseal edi nai rtight
containerst ol astformont hsatat ime.Har dt rack
biscuits(ear l
iestv ersi
onoft hebi scot tiandpr esent -
daycr acker s)wer epar toft hest apledi etofEngl ish
andAmer i
cansai l
orsf ormanycent ur i
es.I nf act ,the
count r
ieswhi chledt hisseaf ari
ngchar ge, suchas
thosei nWest ernEur ope, aretheoneswher e
biscuitsaremostpopul arev entoday .Bi scot tiissai d
tohav ebeenaf av orit
eofChr i
stopherCol umbus
whodi scov er edAmer ica! Maki nggoodbi scui tsis
quiteanar t
, andhi storybear stest i
monyt ot hat .
Dur i
ngt he17t hand18t hCent uriesi nEur ope, baki ng
wasacar ef ullycontrolledpr of
essi on, managed
throughaser i
esof' gui l
ds' orprof essi onal
associat i
ons.Tobecomeabaker ,onehadt o
compl etey ear sofappr ent i
ceship-wor ki ngt hr ough
theranksofappr ent i
ce, j
our neyman, andf inal l
y
mast erbaker .Notonl yt hi s,theamountandqual ity
ofbiscui t
sbakedwer eal socar ef ull
ymoni tor ed.The
English,Scot chandDut chi mmi grantsor i
ginal ly
broughtt hef irstcooki est ot heUni tedSt at esand
theywer ecal l
edt eacakes.Theywer eof t enf lav ored
withnot hingmor et hant hef i
nestbut ter, somet i
mes

32
 33

witht headdi tionofaf ewdr opsofr osewat er.

Cooki esi nAmer icawer ealsocal ledbysuchnames
as" j
umbl es" ,"plunket s"and" crybabi es" .As
technol ogyi mpr ov eddur i
ngt heI ndust ri
al Rev oluti
on
i
nt he19t hcent ur y,thepr iceofsugarandf l
our
dropped.Chemi cal leav eningagent s, suchasbaki ng
soda, becameav ailabl eandapr of usi onofcooki e
recipesoccur red.Thi sl edt ot hedev el opmentof
manuf actur edcooki es.I nterest i
ngl y, ast imehas
passedanddespi t
emor ev arieti
esbecomi ng
available,t heessent ial ingredient sofbi scui ts
haven' tchanged-l i
ke' sof t
'wheatf l
our( whi ch
cont ainslesspr ot eint hant hef lourusedt obake
bread)sugar ,andf at s, suchasbut terandoi l
.Today ,
thought heyar eknownbydi fferentnamest hewor ld
over ,peopl eagr eeononet hing-not hingbeat sthe
biscuit!Somei nter est ingf actsont heor iginofot her
formsofbi scui ts: Ther ecipef orov al shaped
cooki es( thatar eal soknownasboudoi rbi scuit
s,
spongebi scui t
s, spongef i
nger s,Napl esbi scuit
sand
Sav oybi scui ts)haschangedl it
tlein900y earsand
datesbackt ot hehouseofSav oyi nt he11t hcentury
France.Pet ertheGr eatofRussi aseemst ohav e

33
 34

enjoyedanov al
-shapedcooki ecalled"l
adyf ingers"
whenv isit
ingLoui sXVofFr ance.Themacar oon-a
small r
oundcooki ewithcri
spcr ustandasof t
i
nteri
or-seemst ohaveor i
ginatedinanItalian
monast eryin1792dur i
ngtheFr enchRev olution.
SPRING- uhr-l
ee,hav ebeentraditi
onalChristmas
cookiesinAust ri
aandBav ari
af orcentur
ies.They
aremadef rom asi mpleegg, f
lourandsugardough
andar eusual l
yrectangulari
nshape.Thesecooki es
aremadewi t
hal eaveningagentcal l
edammoni um
carbonateandbaki ngammoni a.

34
 35

PRODUCTLI
NE

TREAT

Asamov etoconsol idateall t

hei ndivi
dual Cream
Treatofferi
ngsunderasi ngleumbr ell
a,Br i
tannia
l
aunchedTr eatin2002.Tr eatar angeoft asty
deli
ghtsf orallki
dswi t
hy ummycr eamyt reasures
withinthebiscuitshel l
s.Theki dshav ealway s
reli
shedunr aveli
ngt hei r
resisti
blydeliciouscr eams
hiddeninsidethebi scuitBr i
tanniaTr eatof f
ersa
widev ari
etyoff l
avor s,suchast heEl aichi,theFruit

35
 36

Flav
oredCr eamssuchasOr ange,Pi neapple,Mango,
andSt r
awber r
y,theJam Fi l
l
edCent ersundert he
Jim Jam range,andt heDuetRange( bi
scuitswith
twof l
avorsofcream bet weent hr
eel ayersofbi scui
t)
compr i
singStrawberryVanill
aandDuetSt rawber r
y
Chocolate.Br
it
anni aTreathasnowl aunchedy et
anothermout hwat eri
ngdelightunderi tsumbr ell
a.
Thedel i
ciousFruitRoll
ztaket heTreatbr andbey ond
thecream biscuit
sandpr ov
idesy etanot herli
p
smackingdel i
ghtt oi
tsconsumer s!

Fr
uitRol
l
z

aresoftr
ollsfi
l
ledwiththegoodnessofrealfr
uit
s,
andprovideahealthyyetscrumpti
oustr
eattoour
'
loveabl
edev i
l
s'Treatalsointr
oducedi
tsnaughty
andadorablebrandmascotFUNTOOSHwhose

36
 37

pri
mar yoccupat ionismi schief!FUNTOOSHi sthe
guywhowi l
lpul loffanyt r
ickt omakesur eheget s
toeathisBritanni aTreat!Foral lyoukids,whohav e
rel
ishedthey ummyt reasur esofBr i
tanni
aTr eatin
exciti
ngflav
or s,lookoutf ory etanotherreasonto
celebrat
e!Bri
t anniaTr eatl
aunchesanewand
exciti
ngcombi nati
onofchocol ateandcar amel i
na
si
nglebar-TREATCHOCOGELO.Thi suni queand
neverbef or
eproductisguar anteedtodoubl et
he
masti anddoublethefunt haty ouhav ewith
Treat.
TreatChocoGel ohasbeenl aunched
nati
onallyinAugust,2007andi savai
labl
eatan
att
ractivepri
ceofjustRs.5/ -Sogoahead, openthi
s
deli
ciouspack, i
ndul
gey our selfwithTreatChoco
Geloandenj oyYummyChocol ateandGooey
Caramel for"Doubl
eMast i kaDoubl eDose"

37
 38

TI
GER

I
RONZOR

Tiger,
launchedin1997,becamet helar
gestbrandi n
Brit
annia'
sportf
oli
ointhev er
yf i
rstyearofit
sl aunch
andcont i
nuestobesot i
llt
oday .Tigerhasgrown
fr
om st r
engthtostr
engthandt her e-
invi
gor
ationin
June2005andmor erecent
Creams: Wasintr
oducedin2002atjustRs5per
pack.TigerCream i
snowav ai
l
ableinOrange,El
aichi
,
Chocolate,Pi
neappl
e,St
rawberryandButter
scot
ch

38
 39

fl
avors, andpr omisest obringmor efunandmor e
energyt ochi l
drenacr osst hecount r
y.Chot aTiger:I
s
anext ensi onofbrandTi gerlaunchednat i
onallyin
May ,2007.I tismini sizedpoppabl eglucosebi scuit
withcol oredsugarspr inkl
ing.I tcomesi ntwo
vari
ant s: Mil
kSparkiesandChocoSpar ki
esTi ger
Banana: Brit
anniaiscommi ttedt ohelpsecur eevery
chil
d'sr ighttoGrowt h&Dev elopmentt hroughgood
foodev eryday.Purposef ull
yt akingforwardt hecredo
of'EatHeal t
hy,ThinkBet t
er', wehav elauncheda
newv ar iantunderourpowerbr and
TI
GER-TI
GERBANANA-powerpackedwit
hIRON
ZOR&andwi
tht
hedel
i
ghtf
ultast
eofbanana.
IRONZOR-hel
psmakemi ndshar
perandbody
str
onger
.AnRs.4packhasasmuch
IRONZOR- asthati
n1kgofBanana.R&Di n
Bri
tanni
ahasspentconsider
abl
et i
met odevelop
thi
snutri
ti
ousanddeli
ghtful
snackforchil
dren.
Bri
tanni
aTigerBananapackedwithIRONZORand
goodnessofBananaisaccessi
bletoall
,bei
ng
avail
abl
einconveni
entpackspri
cedatRs.2,Rs.4
andRs.10.

39
 40

GOODDAY

Bri
tanniaGoodDaywasl aunchedin1986i ntwo
del
ectableavatars-GoodDayCashewandBut t
er.
Overthey ear
s,newv ari
ant swereintr
oduced-Good
DayPistaBadam i n1989, GoodDayChocochi psin
2000andGoodDayCoconuti n2004.Thisr i
ch
bi
scuitenjoysafanf ollowi ngofconsumer sacross
al
lages, l
oyaltothebr andpr omiseofagr eattaste
evi
dentf r
om thev i
siblyabundanti ngr
edients.Good
Dayisamongstt hef ast estgrowingbrandsi n
Bri
tannia'por
tfol
i
oandi stodaythemar ketleader
wit
hal most2/3shar eoft hemarket.Thebr andis

40
 41

synony mouswi thev ery dayt r

eat sthati nfuse
happinessi ntopeopl e'
sdai l
ylives.Af tert wo
decadesofmagni f
icentsuccess; itwast imet ogive
thenat iony etanot herr easont ohav eagoodday .
Abundance, goodness, indulgenceandnow
unrest r
ainedj oy-t hati st hemessageoft hisnew
campai gn.ThenewTTadi stheuncont roll
able
expressi onoft het icketcol l
ector'shappi nessand
j
oyt hati sst i
mul atedbyconsumpt ionoft hecookie
thatspr eadscheeramongstt hepeopl ear oundhi m
creatinganat mospher eofshar edj oythat 's
unorchest ratedandst raightfrom t hehear t.The
celebrat i
onwast akent ot heI PLasGoodday
cheer edal ongwi thami ll
ioncr i
cketf ansi nthe
stadiums, eachscr eami ngandpr oclai
mi ng" HoGay a
reGoodDay ".
Thedazzl ingbr il
li
anceoft his
Endeav our ,thecont agiousr hy t
hm needst obel iv
ed
andspr eadt hrought henat i
on, maki ng'Iskat ohho
Gay aReGoodDay 'apar tofthebcommonl ingoand
awayofl i
fe.GoodDayt rulybeliev eslaught erand
happinessar ei nfectious, ittr
anscendsr ace, cast
e
creeduni f
y i
nghumani tyinani nclusiveemot i
on.

41
 42

BOURBON

Thick,richanddel i
ciouschocol atepackedbet ween
twocr unchychocol at ebiscui ts, toppedwi thsugar
crystal
s-pr esent i
ng, theor iginal Bourbon, fr
om t he
houseofBr it
annia.I ndia'sfirstandf avorit
e
Bourbon' ssweetadv enturebegani n1955.Si nce
then,Bour bonlov ersacr osst hecount ryhav ebeen
caughtopeni ngt hischocol atecoupl et
, l
icki
ngt he
cream, andni bbli
ngatt hemel t-in-your-
mout hbi scui
t,
bitbybi t.Somehav ebeenwi t nessedchompi ngi t
whole, atonego.Somehav ebeennot edt oalternate
i
twi t
hsi psofcof fee; ot
herst eam i twi
thl otsof
gossipandgupshup, whi l
eaf ewhav ebeen
obser v
edenj oyingi twi t
habook.Andsomehav e
beenseenr eluctantlyshar ingt hei rBourbon.

42
 43

Whatevertheoccasi
on,wherevert
hehangout,
Bourbonmakesf orgr
eatcompany .Youcangrab
yourveryownNanoPackoraPocketPack.The
HangoutPackisjustr
ightf
orchill
i
ngwi t
hfri
ends.
TakealongaPartyPackfor.
..y
es,aparty!Andthe
Gif
tPackwi l
lsur
elywinyouafewbr ownie

43
 44

50-
50

Withabr andnamel i
ke50-50, canthepr oductbe
anythingbutf un?Launchedi n1993, 50-50bel ongs
tothef amilyofcr acker
sandi sconsider edthe"very
verytastytasty "snack.Brit
anni a50-50i stheleader
i
ni t
scat egorywi thmor ethanone- thirdofmar ket
share.Thev ersat i
leandyout hfulbrandconst antl
y
aimst oprov i
deanov elandexci ti
ngt aste
experiencetot heconsumer .Asar esul t
, i
n2001, t
he
deli
ciousMaskaChaskawasl aunchedasav ari
ant
oftheor i
ginal brandandbecameani nstantsuccess

44
45

45
 46

MARI
EGOLD

Bri
tannia'soldestbrandenj oysaher it
aget hatspans
thelast50y ears-andgoi ngstrong.Inamar ket
swampedwi thme- toopr oductsandwher eev enthe
name' Mar i
e'hasbecomegener ic,Bri
tanni
aMar i
e
Goldhasmai ntai
nedi t
sst ronghold.Today ,t
heev er
-
popularMar i
eGol dissy nony mouswi ththe'Tea
TimeBi scuit
'.I
tstaste,crispi
nessandl i
ghtness
makei tamustf oreveryteabr eak.Iti
st he#1br and
i
ni t
scat egorybyal ongshot .

46
 47

MI
LKBI
KIS

Kidsmaydi sli
kedr i
nkingmi l
k,buttheyl ov eBritannia
Mi l
kBiki s!Mil
kBikishasbeent rust
edbymot her sas
asour ceofgr owthener gyofmi lkandt hei rl
oy alt
yto
thebrandhasmadei tanintegr
al partoft heir
childr
en' snutr
it
ionr egi
men.I n1996, MilkBikis
l
aunchedav ari
antcal l
edMi l
kCr eam.Theser ound
biscuit
scomewi t
hsmi l
eyfacesandar ef ull
ofmi l
k
cream t hatmakest hem ver
ypopul arwi t
hchi ldren.
Mi l
kCr eam alsopr omot edtheideaof' eatingmi l
k'i
n
ay ummyway ,whichmakesmot hershappyaswel l
.

47
 48

NUTRI
CHOI
CE

I
ncont inuat i
onoft hepromiseof"SwasthKhao, Tan
ManJagao, "Br i
tanni
aintr
oducedNutriChoicer ange
ofhealthybi scuitsi
n1998.Thebrandi stargeted
towardsov eral
lhealt
handwel l
nessforadul ts.The
rangehasf orlongcompr i
sedofthreepopul ar
vari
ants, namel yNutri
ChoiceThi
nAr r
owr oot,
Nutri
Choi ceCr eam CrackerandNutri
Choi ce
Digesti
v e.

48
 49

Nut riChoi ceThi nAr rowr oot-Anagel esscl assi c

Ext remel ypopul ari nEastI ndiaf orov er4decades
(wher ei tisaf fect i
onat elyr eferredt oasBr itanni a
Theen) ,thisbr andcont ai nst hebenef it
sofar rowr oot
knownt oai ddi gest ionandr emov ehar mf ul toxins
from t hebody .Pr i
ort o1998i twasbei ngmar ket ed
asBr itanni aJacob' sThi n.Nut riChoi ceCr eam
Cr acker-Asnat urewoul dhav ewant edi ttobeAsk
anybi scui tmanuf act urerandt heywi lltelly ouhow
difficul titistomaket hisbi scui t,especi allywi thnext
tonot hi ngsugar , withNOaddedcol orsand
fl
av or ingsf ortast e.Iti st hisneut raltast et hat
makesi tani deal choi cet obeconsumedwi thhot
bev er ages, di
ps, chut ney s, andaccompani ment s.
Nut riChoi ceDi gest ive-Del i
ght full
yt ast yand
whol esomeMadewi th50%whol e- wheatandpacked
wi thaddedf i
ber( 10%ofourdai lydi etaryneeds) ,
thesedel ightfullyt astybi scuitsar eamongsty our
heal thiestbi t
esoft heday .Iny ournextv isittoa
shopj ustl ookoutf ori tsGol den- gr eeni nter nat i
onal
pack.I n2007, Nut riChoi ceSugar Outwasl aunched.
Nut riChoi ceSugar Outi st hemostnov el product
ranget ohav ebeeni ntroducedi nt hemar ket .The

49
 50

producti snotj ustsweetbutt astesgr eat,andyet

containsnoaddedsugar .Iti
ssweet enedwi th
"Sucralose,"der i
vedfrom sugar ,whichpr ov i
dest he
samesweet nessasanyot herbiscuit,withoutthe
addedcal or i
esofsugar .Thisr angei sav ail
abl
ein3
deli
ciousv ariantsnamel yLifeti
me, Chocol ateCream,
andOr angeCr eam, targetedt owardsal lhealth
sensiti
v epeopl e.Iti
sal sorelevantforconsumer s
withsugar -relatedailment s.
Wear econfidentthatyouwi l
lbepleasantl
y
sur
prisedwiththegr eattast
ingandhealthyrangeof
Nutr
iChoice.Tryoneandy ou'
llknowthatyou'v
e
madeonesmar tchoice

50
 51

TI
MEPASS

Befor eTi mepass, Brit

annia'sofferi
ngi nt hesal ted
crackercat egor ywasSnacks. Launchedi n1999,
Snackswaspr omot edasat asti
erbasef ort oppings
throughedgy nadv erti
sing.Theni nlate2000,
suppor tedbyaggr essiveadv erti
singt hatf eatured
thebr andasaper fectpar t
nerfort i
mepass
moment s,BritanniaTi mepasswasl aunched.The
brandqui cklybecameal eaderinBritannia' s
portfoli
oand, consequent l
y,Snackswasbr evamped
asal ight erproductandr enamedBr itanniaTi me
passCl assicSal t
ed.Tof urt
herthef ranchi seoft he
Timepassbr and, av ari
ant'Nimkee' wasi ntroduced
i
nt heEast ernmar keti nApr i
l2003,andt hent aken
nationwi deaf teraf avorableresponse.Judgi ngby
i
tshi story ,
ther esoundingsuccessofBr itanniaTi me
passwi llcont i
nuet ogr ow.

51
 52

LI
TTLEHEARTS

Lit
tleHear tswasl aunchedi n1993andt argetedt he
growingy outhsegment .Acompl et elyunique
product,itwast hef i
rsttimebi scuitswer er etai
ledin
pouchpacksl ikepotatowaf ers.Thel aunch
messagei ntr
oducedaspeci al tasteexper i
encet hat
madet heunl ikeli
estchar act
ers-l ikeDr aculaand
Frankenst ei
n-mel t.In1997, the'Di rectDi l
Se'
campai gnencour agedy oungsterst oopenl yexpress
theirf
eelings.Andi n2003, t
wobv ariantscal l
edLittl
e
Hear t
sChocol at
eandLi tt
leHear tsSesamewer e
roll
edoutwi t
hacampai gn"Dilsabkaact ual l
ysweet
hai".WithLitt
leHear ts,Brit
anniahast astedthe
sweett asteofsuccess.

52
 53

NI
CETI
ME

Bri
tanniaNi ceTi mewast hepi oneerofsugar
spri
nkledbi scuitsinIndi a.Thi suni quepr oduct
managedt ocr eatesuchast r ongconsumerpul lt
hat
soont herewasar ushof pretenderpr oduct sinthe
mar ket,
clearlyindicativeoft hesuccessoft he
concept.Today ,NiceTi mehasaf anbasespr ead
acrossIndia,and, particul arl
y, EastIndia,wherei t
s
consumer shav egrownupwi t hthebr and.Especiall
y
popularamongstchi l
dr en, BritanniaNi ceTimehas
managedt ocr eateal oy al f
ranchi seforitselfandis
astrongbr andl ovedbypeopl eofal lages.

53
 54

DAI
RYFRESH

Til
l 1958, t
herewer enobr eadsi ntheor gani
zed
sect orandbr eadconsumpt ionwasahabi tt
y pifi
ed
byt heBr it
ish.Then, amechani zedbr eaduni twas
setupi nDelhi wi
tht hename" Delbis"which
producedsl i
cedbr eadandpackedi tunderthe
Brit
anni aname.Thus, Britanniawasnotonl yt he
pioneer ,butalsoinculcatedint hepeopl eofDel hithe
habi tofeat i
ngwhi tesli
cedbr ead.TheMumbai unit
cameupi n1963, andt hereagai nBr i
tanniawast he
fi
rstbr andedbr eadi nthecity.From acompany
offering2packs-t he400gm andt he800gm pl ai
n
whi te
sl
i
cedbr
ead-

Bri
tanniahasevol
vedintoacompanyof
fer
ing22
packs,cater
ingt
oav ari
etyoft
ast
eandpri
ce

54
 55

segmentsinthebreadconsumingmar ket
.Thel
ast
coupleofyear
salsosawt heint
roduct
ionofWhole
WheatBreadasapar tof"EatHealt
hy,Thi
nkBet
ter"
credo.
Cakes

Brit
anniaent er
edthecakemar keti
nt heyear1963
andi sthetopplayerinthemar ket.
Brit
anniaCakes
rangeisdivinel
yscr umpti
ousandhasbot hBar
CakesandCupCakeswhi chwer el
aunchedi n2005.
BarCakesar eavail
ablei
nv ari
antsthatincludeFruit
,
ButterSponge, Chocolat
e, Pineapple,Mil
k, Vanil
la
ChocolateandOr ange.Apar tf
rom beingdel i
cious,
thesesnacksar epackedwi thhealthyingredient
s
maki ngthemwhol esome&del i
ghtf
ul.
Br
it
anni
acupcakescomei
nvani
l
laandor
ange

55
 56

f
lav
ors.
Rusks

Brit
annialaunchedi tsrusksint heyear2005.I na
Mar ketfullofunbrandedpl ayersBri
tanniar uskshave
stoodheadandshoul dersabov ether estintermsof
sheerqual i
ty.Theyar emadef r
om thef inest
i
ngredientsandbakedwi thcareast heyar et wiceas
cri
sperasandt astierthanordinaryrusks.The
communi cati
onf orthi
smout hwateringof fer
ingis
aptl
y“ Enli
veny ourspirit
swi t
hBr i
tanniar usks

56
 57

GI
FTS

Brit
anniabr i
ngsy ou'ShubhKaamnay ein'conv er
ting
l
itt
lemoment soft hef est
iveseasoni ntodel ightful
memor i
esThemagi cal ti
meofy ear
, i
sr oundt he
corner.Bringinthisfestiveseasonr ejoicing, and
addingthegl i
tterandgl amourofcel ebr ation, wi
th
Brit
annia'ShubhKaamnay ein'arangeofbi scui t
s,
premium cooki esandcakes. Thespeci aleditionf or
2008'Brit
anniaPr emi um Assor t
edCooki es' i
sal l
aboutsur pri
ses,
theenchant i
ngdi scoveryofnewt astesand
i
nnov ati
vepackagi ng.Itof f
ersy ouabsol utel
y
deli
ghtfulcookiesmadewi thrichingr edientsand
fl
avorssuchasCr anberry,ButterScot ch, Honey
Raisi
n,ChocChi ps,CoffeeAl mond, Cashew, Honey
andAl mond.Themuchl oved'Br i
tanniaCl assic
Hamper s'containanassor tmentofBr i
tannia's
popularbrandsl i
keGoodDay ,
Tr eatJim Jam,
BourbonandLi ttleHear ts.Thei nnov ati
v el
y
conceptuali
zedpackagi ng, ofi
ngeni oust r
aypacks
andcol l
ecti
bletinboxes, usescal l
igraphy ,brush

57
 58

strokesofcol orsandcl everuseofsy mbol s,

beautifullyf usingt r
aditi
onandar tfort hef est
ive
season.I tbr i
ngsal i
v eacommonal i
t yofj oyand
celebration.Thi srangepr omi sest opampery our
sensesandemot ions.Weunder standt hatthe
wondr ousoccasi onofl ightandr adiancei s
i
ncompl et ewi thoutt hepresenceofnearanddear
ones.Br itanni a'ShubhKaamnay ein'joinsy ouasy ou
expressy ourl oveandgoodwi shes, tot heoneswho
makel i
fespeci alfory ou.Brit
anni a' Shubh
Kaamnay ein'isdesi gnedt oaddj oyt omoment s,
transformi ngt hem i ntodelightful memor ies.We
hav ejudiciousl ypackagedandpr icedt hisentir
e
ranget omake

58
 59

Rusk

Mi
l
kRusk(
round)70/
-(av
ail
abl
ein200gms,
400gms)
Mi
l
kRusk(
oval
)70/
-(av
ail
abl
ein200gms,
400gms)
SaunfRusk70/
-(av
ail
abl
ein200gms,
400gms)
Jeer
aRusk70/
-(av
ail
abl
ein200gms,
400gms)
Car
damom Rusk75/
-(av
ail
abl
ein200gms,
400gms)

Cooki
es
Fl
owerBi
scui
ts70/
-(av
ail
abl
ein250gms,
400gms)
CoconutBi
scui
ts75/
-(av
ail
abl
ein250gms,
400gms)
Jam Cent
re75/
-(av
ail
abl
ein250gms,
400gms)
Cust
ard75/
-(av
ail
abl
ein250gms,
400gms)
Chocol
ateMar
ble75/
-(av
ail
abl
ein250gms,
400gms)
Or
ange75/
-(av
ail
abl
ein250gms,
400gms)
CoconutMacr
oon95/
-(av
ail
abl
ein200gms,

59
 60

350gms)
Chocol
ateWal
nut120/
-(av
ail
abl
ein250gms,
400gms)
PureChocol
ateCashew120/
-(av
ail
abl
ein250gms,
400gms)
But
terPi
sta130/
-(av
ail
abl
ein250gms,
400gms)
Al
mondCooki
es130/
-(av
ail
abl
ein250gms,
400gms)

60
 61

CONCEPTUALFRAMEWORK

Theconcept ual frameworkoft hi

sprojectessenti
all
y
focusesont heconsumerbuy i
ngbehav ior
alanaly
sis.
Under standi
ngt hebuyingbehav i
orofthet ar
get
mar ketistheessent i
altaskofmar keti
ng
managementundermar keti
ngconcept .The
consumermar ketconsist
sofal l
theindivi
dualsand
househol dswhobuyoracqui regoodandser vi
ces
forper sonalconsumpt i
ons.Thebuy ingbehavior
tri
est ofindoutt heanswersforthequest i
ons,who

buys?Howdot heybuy ?Wheredot heybuy?Dot hey

buy?( A)FACTORSI NFLUENCINGCONSUMER
BUYI NGBEHAVI ORTher earefourmajorfactor
sthat
i
nfluencet hebuyingbehav i
orsuchascul t
ural
factors,soci
alfactors,
personalfact
ors,and
psychologicalf
act or
s.
i
.CULTURALFACTORS: Cultur
eisthemost
fundamental
determi
nantofapersonwantsand
behavi
or.Val
ues,per
cept
ions,pr
efer
ences,
and

61
 62

behavi
oraret hemainv ar
iableundercul
tur
eofan
i
ndivi
dual
.Eachcul turecontainssub-
cul
tur
eli
ke
nati
onal
it
y,religi
ousgroup,geographi
calar
ea,and
l
ingui
sti
cdivisionsetc.
i
i
.SOCIALFACTORS: Aconsumerbehav i
ori
sal so
i
nfl
uencedbysocial
factor
ssuchast heconsumer
r
efer
encegroupfamilyandsoci
alr
olesandst atus.
i
ii.
PERSONALFACTORS: Abuy erdeci
sionisalso
i
nfluencedbyhisorper sonalchar
acteri
sti
cs,not
abl
y
thebuyersage,li
fest
yle,occupati
on,economic
cir
cumst anceset
c.
PSYCHOLOGI CALFACTORS: apersonbuyi
ngchoi
ce
i
salsoinfl
uencedbyfourmajorpsychol
ogi
cal
fact
orssuchasmotivati
on,
percepti
on,l
ear
ning
beli
efandatt
it
udes.

62
 63

(
B)BUYI
NGDECI
SIONPROCESS
I
tincl
udesbuyingr
oles,
typesofbuy
ingandst
epsi
n
buyi
ngprocess.
I
.BUYI
NGROLE
Thebuyi
ngrol
ecouldbecl assif
iedi
ntofourpar
ts.
Thesear
eini
ti
ator
,inf
luencer,deci
derandbuyer.
I
I.TYPESOFBUYI
NGBEHAVI
OR
Consumerdecisi
ontaki
ngvari
eswit
hthet
ypeof
buyi
ngdeci
sion.Therear
efourty
pes
buyi
ngbehav
iorsuchasComplexbuy
ingbehav
ior
,
Habi
tual
buyi
ngbehavior
,Var
iet
y
seeki
ngbuy
ingbehav
ior
.
I
II
.STAGESI
NBUYI
NGDECI
SIONPROCESS
Herearef
ivest
agesinbuyi
ngdeci
sionpr
ocess
namelypr
oblem r
ecogni
ti
onsear
ch,
eval
uati
onofal
ternat
ivespur
chasedeci
sionand
pastpur
chasebehavi
or.

63
 64

NEEDRECOGNI
TION
Thebuyingpr
ocessstar
tswit
ht hebuy
er’
s
recogni
ti
onofaprobl
em ofneed.Thebuyer
sensesadi
ffer
encebet
weenhi
sact
ual
stat
eand
desi
redst
ate.
I
NFORMATI
ONSEARCH
Ther
earedif
fer
entsour cesfrom whereaconsumer
cangat
heri
nformationlikepersonalsources
commerci
alsources,experi
ment alsour
ces.

EVALUATI
ONOFALTERNATI
VES
Aftergat heri
nginformati
onaboutdiff
erentproduct
s
thecust omerwi l
lbei nafussastochoosewhi ch
productamongt hemai nl
yalter
nati
vesconsumer
usual l
yev al
uatethealter
nati
vesont r
adit
ionalbasi
s,
ont hebasi sofuti
lit
yfuncti
onetc.fr
om themany
alt
er nati
veconsumer satlastchoosethebestone
forhi m.

64
 65

PURCHASEDECI
SION
Aconsumerwhodeci
destoexecut
epurchase
i
ntent
ionwill
bemaki
nguptofi
vepurchase
deci
sions.
POSTPURCHASEBEHAVI
OR
Afterpur chasi ngthepr oductandser vi
cest he
consumerwi llexperi
encesomel evelofsat i
sf act
ion
ordi ssatisfactionwiththepr oductandser v icesthat
willinfluencesubsequentbehav i
or .I
fconsumeri s
satisfiedhemayshowt heprobabi lit
yofbuy ingthe
productt henextt i
me, sat i
sfi
edcust omerwi llsay
goodt hingaboutt hepr oduct ,
pr ovingt hest at ement
that" satisfi
edcust omeri sthebestadv ertisement .
”
Adi ssat i
sf i
edcust omermayt akesomeact ion
againsti t.Theymayt ryt oreducet hedissonanceby
abandoni ngr etur
ningthepr oduct .
Under standi ng
consumerneedsandbuy ingpr ocessi sthe
foundat i
onofanycompany .Byunder standi nghow
buyer sgot hroughprobl em recogni ti
on, i
nf or mation
sear chev al
uationofalternatives, t
hepur chase

65
 66

deci
sionandpostpur
chasebehav
iormar
keter
scan
pi
ckupmanycl uesastohowtomeetbuyer
sneed.

66
 67

DATA ANALYSI
SAND FI
NDI
NGS
BRITANNIAhasannouncedit
sresul
tsforthey
ear
endedMarch2020.Letushavealookatthedetai
led
perf
ormancerev
iewofthecompanydur i
ngFY19-20.
BRI
TANNI
AIncomeSt
atementAnal
ysi
s
Operat
ingincomeduringthey
earr
ose4.
3%ona
year
-on-y
ear(YoY)basis.
Thecompany 'soperat
ingprofi
tincreasedby6.
4%
YoYduringthefiscal
.Operati
ngpr ofi
tmargi
ns
wit
nessedaf allanddownat16. 1%i nFY20as
agai
nst15.8%i nFY19.
Depreci
ati
onchar
gesincr
easedby14.
2%and
fi
nancecostsi
ncr
easedby746.0%YoY,r
espect
ivel
y.
Ot
heri
ncomegr
ewby35.
3%YoY.
Netpr
ofi
tfort
hey
eargr
ewby20.
6%YoY.
Netpr
ofi
tmar
ginsdur
ingt
hey
eargr
ewf
rom 10.
3%
i
nFY19to11.
9%inFY20

67
68

68
 69

BRI
TANNI
ABal
anceSheetAnal
ysi
s
Thecompany'scurr
entli
abi
li
ti
esduri
ngFY20stood
atRs26bi
lli
onascompar edtoRs19bi l
l
ioni
nFY19,
ther
ebywi
tnessinganincr
easeof38.6%.
Long-
ter
m debtst
oodatRs8bi
ll
ionascompar
edto
Rs619mi l
l
iondur
ingFY19,
agr
owthof1137.
2%.
Cur
rentasset
srose4%andst
oodatRs37bi
l
li
on,
whi
lefi
xedassetsr
ose7%andst
oodatRs19bi
ll
i
on
i
nFY20.
Ov eral
l
,thetotal
asset
sandli
abil
it
iesforFY20st
ood
atRs78bi lli
onasagai
nstRs62bill
ionduri
ngFY19,
therebywitnessi
ngagrowthof26%.

69
 70

CONCLUSI
ON

Aft
ergoingthi
ckonthethi
ng,nowt
imei
stomakea
complet
epictur
e.Whil
emakinga
productaSKU( StockKeepi ngUni
t)oftheshop
retail
ersthi
nkaboutt heGMROI( GrossMar gi
nRet ur
n
onI nvestment)andt heypr omotethebr andswhi ch
prov i
dethem highest.Theyexpectreturni ntheform
ofpr ofi
tmargin,companyschemes, windowdi splay
andr ef
erencesoft heshop.Amongt hese, company
schemesmaket hedi f
ferencesandar et he
hi
ghestsour
ceofmoti
vat
ionaf
terprofi
t
margi
n.Ret
ail
i
ngdemandsaconstantpushf
rom
thecompany .
Mar keterneedst ouseadv erti
singand
brandbuildi
ngst rategiestoaddr essthediscerning
buyersandr etai
lpusht oindiffer
entbuyers.The
manuf actur
ershoul dunder standconsumerbehav ior
becauser et
ail
erscan' thelpqual i
tyandprice.Itis
onlyupt odealerssai diti
sdemandt heysell
Brit
annia42%agr eethatatr etail
shopitisbrand
populari
ty,whichdet erminet hepurchaseofbi scuit
.

70
 71

Thereisagr eaterneedt ounderstandtheretai

ler
behaviorconsideringthem asat eam worki
ngf orthe
companymayhel pthem tobeat tachedtothe
company .Thereshoul dbef eel
ingofbelongingto
thecompanyi ninnerofther et
ail
ers.Set
ti
ngv alues
clubforret
ailerssot hatt
heymayexchangev i
ews
withthecompanyandhel pinunder st
andi
ng
consumerbehav ior.

71
 72

FI
NDI
NGSANDSUGGESTI
ONS

Br
it
anni
aPr
oduct
sHav
eGl
obal
Image.

Cust
omert
rustonbr
andofpr
oductandnameof

companywhi
l
epur
chasi
ngt
hepr
oduct
.The
Companyal
way
str
iest
odel
i
veragoodqual
i
tyand
t
ast
epr
oduct
satr
easonabl
eandaf
for
dabl
epr
ices.

TheCompanyshoul
dtakenecessar
yact
ionson

Compl
aint
smadebycust
omer
sinor
dert
osat
isf
y
t
hem.

TheCompanyshoul
dsat
isf
ythei
rempl
oyeesby
gi
vi
ngt
hem Bonus,
Incent
ives,
Medi
cal
All
owances
et
c.

72
 73

BI
BLI
OGRAPHY
BOOKS

AUTHOR PHI
LIPKOTLER

TI
TLE MARKETI
NGMANAGEMENT

PLACEOFPUBLI
CATI
ON PRENTI
CEHALLOFI
NDI
ALTD.
NEW DELHI

DATEOFPUBLI
CATI
ON SEPTEMBER

NUMBEROFPAGES 31-
50

MAGAZI
NE

AUTHOR MURTHYE.
N.

TI
TLE ANALYST

DATEOFI
SSUE JULY2006

PAGENUMBER 41-
46

I
NTERNET

NAMEOFSI
TE WWW.
BRI
TANNI
A.CO.
in

Thedat
apr
esent
edt
oyouint
hispr
ojecthas
beencompi
l
edf
rom t
hef
oll
owi
ng
booksandwebsi
tes:
Books
Mar
keti
ngmanagement
:anal
ysi
s,pl
anni
ng,
i
mplement
ati
on,
andcontr
olbyPhi
li
p

73
 74

Kotl
er-Business&Economi cs-1988Mar ket
ing
ManagementbyPhi li
pKotler ,Kev
inKel l
er-Busi
ness
&Economics-2008Resear chmet hodology:astep-
by-
stepguideforbeginner
sbyRanj itKumar-Social
Sci
ence-2005Resear chmet hodologybyDouglasK.
Det
terman-Psy chol
ogy-1985
WEBSI
TE
NAMEOFSI
TE
WWW.
BRI
TANNI
A.CO.
in
WWW.
WIKI
PEDI
A.ORG
WWW.
GOOGLE.
COM
WWW.
Scr
ibd.
COM
WWW.
BUSSI
NESSTODAY.
INTODAY.
IN

74
 75

Lear
ningexper
ience.
Ihavestudiedandanalyzedthefoodproducts
marketofBr it
anni
aondi f
fer
entaspect
soft he
marketstrategyandconsumers.
Accor dingt ome, agr owthofanypr oducti
sbased
ondiffer entaspectslikemanuf act
uringgoodquali
ty
product s,itshouldbewel lpacked,i
tshouldhave
di
fferentquant iti
es,prepari
nggoodswi t
haff
ordabl
e
pri
ce, publ i
shestheirproductswiththehelpof
advertisement ,i
nternet,newspapersetc.,
maintai
ninggoodandhealt
hyrel
ati
onswit
hthei
r
customers,anal
yzi
ngmarketst
ruct
uresal
ongwit
h
thei
rcompet i
tor
setc.

75
 76

Comment
sbyt
hePr
ojectGui
de

Thest
udenthast
akenappr
oval
bef
oredeci
dingt
hepr
oject
/ti
tl
e Yes/
No

Hasi
nter
act
edwi
thmeon_
___
___occasi
onst
odi
scusst
hedet
ail
sofpr
ojectwor
k.

Thest
udentcar
ri
edoutamendment
s/cor
rect
ions,
etcaspergui
dance.
Yes/
No

Hast
akenappr
oval
bef
oret
aki
ngf
inal
pri
nton_
___
___
___
___dat
e/hasnott
akenappr
oval
.

Hassubmi
tt
edt
her
epor
ton_
___
___
___
___
___
___
__andt
hef
inal
dat
eofsubmi
ssi
onwas
_
___
___
___
__.

Qual
i
tyofwor
kis

Out
standi
ng

Ver
yGood

Good

Poor

Ver
yPoor

76