A

SUMMER TRAINING PROJECT REPORT

ON
“COMPARATIVE STUDY BETWEEN
PARLE-G & BRITANNIA”
TO BE SUBMITTED TO IIMT UNIVERSITY, MEERUT
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
DEGREE
OF
BACHELOR OF BUSINESS ADMINISTRATION
Batch (2019-22)
SUBMITTED TO: SUBMITTED BY:
Mr. WASIQ IQBAL NISHA RODHIYA
[HOD OF BBA] BBA VI Sem
Roll No.1977001089

IIMT UNIVERSITY,
MEERUT
1
 STUDENT DECLARATION

I, NISHA RODHIYA undersigned hereby declare that the project report on

“COMPARATIVE STUDY BETWEEN PARLE & BRITANNIA.” complied and submitted
under the guidance of DR.WASIQ IQBAL, is my original work. The empirical finding
in these reports is based on the annual reports of the company. While preparing this
report, I have not copied material from any report.

NISHA RODHIYA
Roll No. 1977001089
BBA- VI Sem

2
 ACKNOWLEDGEMENT

First of all, I thank God for giving me this wonderful opportunity to undertake this

research which is a part of my BBA program. I would like to sincerely thank my

guide Mrs. WASIQ IQBAL HOD of BBA, IIMT University Meerut for giving me the

wonderful opportunity to work under his able guidance and support throughout my

summer training report. I would also like to thank my colleagues for rendering their

help to me in this summer training report. Last but not the least; I thank my parents

for their prayers help and advice which helped me a lot to complete this summer

training report.

NISHA RODHIYA
Roll No. 1977001089
BBA- VI Sem

3
 TABLE OF CONTENTS

1. Introduction 5

2. Company profile 21

3. Product ranges 34

4. Research Methodology 48

5. Swot analysis 58

6. Data analysis 63

7. Recommendations 75

8. Limitations 77

9. Conclusion 79

10. Statement of the Problem 82

11. Questionnaire 84

12. Bibliography 94

4
 SUMMARY
Marketing

Marketing is a societal process by which individuals and groups obtain what

they need and want through creating, offering and freely exchanging products

and services of value with others or otherwise it is the process of planning and

executing the conception, pricing, promotion and distribution of ideas, goods,

services to create exchanges that satisfy individual and organizational goals.

Marketing Strategy

Marketing strategy is a set of objectives, policies and rules that leads the

company's marketing efforts. It is the marketing approach to accomplish the

bread objective of the marketing approach to accomplish the bread objective of

the marketing plan. The various process of marketing strategy are given below.

1. Selecting largest markets segmentation

2. Positioning
3. Product
4. Price
5. Place
6. Promotion Research and development
7. Marketing research

5
Market segmentation and selecting target market

It is an effort to increase a company's precision marketing. The starting point of

any segmentation discussion is mass marketing. In mass marketing, the seller

engaged in the mass production, mass distribution and mass promotion of one

product for all buyers. Market segment consists of a large identifiable group

within a market with similar wants, purchasing power geographical location,

buying attitudes or buying habit. It is an approach midway between mass

marketing and individual marketing. Through this the choice of distribution

channels and communication channels become much easier. The researchers try

to form segments by looking at consumer characteristics; geographic,

demographic, and psychographic. After segmenting the market then target

market selected.

2. Positioning: - The positioning is a creative exercise down with an existing

product. The well known products generally hold a distinctive position in

consumer's minds. The positioning requires that every tangible aspect of product,

price, place and promotion must support the chosen positioning strategy.

Company should develop a unique selling proposition (USP) for each brand and

stick to it, PPL consistently promotes its DAP fertilizer by Higher

6
Yield at lower cost. As companies increase the number of claims for their brand,

they risk disbelief and a loss of clear positioning. In general a company must

avoid four major positioning errors. Those are under positioning over

positioning, confused positioning and doubtful positioning.

3. Product: - A product is any offering that can satisfy a need or want. The

major types of basic offerings are goods, services, experiences, events, places,

properties, organizations, information and ideas. The company gives more

importance in quality, packaging, services etc. to satisfy the customers. The

product has its life cycle. The product strategies are modified in different stages

of product life cycle.

4. Price: - It is the most important aspect in company's point of view. Price

of the product will be decided by the company according to the competitor's

price.

5. Place: - This plays a major role in the entire marketing system. The

company emphasis on its distribution network. Proper distribution network gives

proper availability of the product.

6. Promotion: - Promotion is the one of the major aspects in marketing

strategies. By adopting various promotional activities the company create strong

brand image. It also helps in increasing the brand awareness. It includes

advertising, sales promotions and public relations etc.

7
7. Research and Development: - After testing the new product, manager

must develop a preliminary marketing strategy plan for introducing the new

product into the market. The plan consists of three parts. The first part describes

the target market's size, structure and behavior. The second part outlines the

planned price, distribution strategy and marketing budget for the first year. The

third part of the development describes the long run sales and profit goals and

marketing mix strategy over time.

8
 INTRODUCTION

Target Market
Product Price Promotion Place
Product variety List price Sales promotion Channels
Quality Discounts Advertising Coverage
Design Allowances Sales forces Assortments
Features Payment period Public relation Locations
Brand name Credit terms Direct marketing Inventory
Packaging Transport
Sizes
Services
Warranties
returns

CONSUMER

The term “customer” is typically used to refer to someone who regularly

purchases from a particular store or company. Thus, a person who shops at

FOOD- WORLD or who uses Pepsodent toothpaste is viewed as a customer of

these firms.

The traditional view point’s have been to define consumers strictly in terms

9
of economic goods and services. This position holds that consumers are potential

10
Purchasers of products and services offered sale. Here our primary attention will

be directed toward ultimate consumers, those individuals, who purchase for the

purchase of individual or household consumption. And thus, this view has been

broadened over time so that at least some scholars now do not consider a

monetary exchange essential to the definition of consumer.

CONSUMER MARKET & BUYER BEHAVIOUR :

The aim of marketing is to meet and satisfy target customers needs and wants.

But getting to know your customers is never a simple job. Customers may state

their needs and wants but act otherwise. They may not be in touch with their

deeper motivations. They may respond to influences that change their mind at

the last minute.

BRAND :

Branding has been around for centuries as a means to distinguish the

goods of one producer from those of another. In fact, the word brand is derived

from the Old Norse word brandr, which means "to burn," as brands were and still

are the means by which owners of livestock mark their animals to identify them.

According to the American Marketing Association (AMA), a brand is a "name,

term, sign, symbol, or design, or a combination of them, intended to

11
identify the goods and services of one seller or group of sellers and to

differentiate them from those of competition."

Thus, the key to creating a brand, according to the AMA definition, is to

be able to choose a name, logo, symbol, package design, or other attribute that

identifies a product and distinguishes it from others. These different components

of a brand that identify and differentiate it can be called brand elements. Brand

elements come in many different forms. For example, consider the variety of

brand name strategies that exist. In some cases, the company name is essentially

used for all products (e.g., as with General Electric and Hewlett-Packard). In

other cases, manufacturers assign individual brand names to new products that

are unrelated to the company name (e.g., as with Procter & Gamble and their

Tide, Pampers, Iams, and Pantene product brands).

Definition :

An identifying symbol, words, or mark that distinguishes a product or company

from its competitors. Usually brands are registered (trademarked) with a

regulatory authority and so cannot be used freely by other parties. For many

products and companies, branding is an essential part of marketing.

12
Branding:

Definition

Entire process involved in creating a unique name and image for a product (good

or service) in the consumers' mind, through advertising campaigns with a

consistent theme. Branding aims to establish a significant and differentiated

presence in the market that attracts and retains loyal customers.

Brand awareness :

Brand awareness is a marketing concept that refers to a consumer knowing of a

brand's existence; at aggregate (brand) level it refers to the proportion of

consumers who know of the brand.

Brand equity :

Brand equity refers to the marketing effects or outcomes that accrue to a

product with its brand name compared with those that would accrue if the same

product did not have the brand name [1][2][3][4] . And, at the root of these marketing

effects is consumers' knowledge. In other words, consumers' knowledge about a

brand makes manufacturers/advertisers respond differently or adopt

appropriately adept measures for the marketing of the brand

13
Brand Strategy :

A plan that employs a unique set of design tools - logo, palette, typefaces,

formats,

images, and language - created for an organization and applied to all its

communication tools: annual report, letterhead, business cards, packaging, .

Brand Awareness :

Brand awareness consists of brand recognition and brand recall performance.

Brand recognition relates to consumers ability to confirm prior exposure to the

brand when given the brand as a cue. In other words, brand recognition requires

that consumers can correctly discriminate the brand as having been previously

seen or heard. For example when consumers go to the store, is it the case that

they will be able to recognize the brand as one to which they have already been

exposed. In other words brand recall requires that consumers correctly generate

the brand from memory when given a relevant cue. For example, recall of

Kellogg's Corn Flakes will depend on consumers ability to retrieve the brand

when they think of the cereal category.

Brand Image :

A positive brand image is created by marketing programs that link strong,

favorable and unique associations to the brand in memory. The definition of

14
Customer-based brand equity does not distinguish between the source of brand

associations and the manner in which they are formed; all that matters is the

resulting favorability, strength and uniqueness of brand associations. This

realization has important implications for building brand equity. Besides

marketer-controlled sources of information brand associations can also be

created in a variety of other ways: by direct experience; from information

communicated about the brand from the firm or other commercial or non

partisan sources.

OPERATIONAL DEFINITIONS OF THE CONCEPTS :

Brand: A brand is a name, term, symbol, design, or other feature that identifies

one seller’s good or service as distinct from those of other sellers.

Brand Name: A brand name is that part of a brand that can be spoken,

including letters, words, and numbers; a brand name is often a product’s only

distinguishing characteristic

Brand Loyalty: Brand loyalty is a customer’s favorable attitude toward a

specific brand, which affects the likelihood of consistent purchase of this brand

when the need arises for a product in this product category.

15
FMCG SECTOR

FMCG is an acronym for Fast Moving Consumer Goods, which refer to things that we buy

from local supermarkets on daily basis, the things that have high turnover and are

relatively cheaper like butter, potato chips, toothpastes, razors, household care

products, packaged food and beverages, etc. FMCG may also include

pharmaceuticals, consumer electronics, packaged food products and drinks,

although these are often categorized separately.

FMCG Products and categories

- Personal care, Oral care, Hair Care, skin Care, personal wash (Soaps);

- Cosmetics and toiletries, deodorants, perfumes, Feminine Hygiene’s, Pencil

Products;

- Household care fabric wash including laundry soaps and synthetic

detergents, household cleaners such as dish /utensils cleaners, floor cleaners,

toilet cleaners, air fresheners, Insecticides, mosquito repellents, metal polish,

and furniture polish;

- Food and health beverages, branded flour, branded sugarcane, bakery

product such as bread, biscuits etc. milk and dairy products, beverages such

as tea, coffee, juices, bottled water etc, snack food, chocolate etc.

16
 - Frequently replaced electronics products such as audio equipments, digital

cameras, laptops, CTVs, other electronic items such as Refrigerator, washing

machine etc. coming under the categories of white goods in FMCG.

FMCG Sector Outlook

The Fast Moving Consumer Goods (FMCG) Sector is the fourth largest sector in

the Indian economy with a total market size of Rs.60,000 Crores. A

well-established distribution network, intense competition between the organized

and unorganized segments characterizes the sector. FMCG Sector is expected to

grow by over 60% by 2010. That will translate into an annual growth of 10% over

a 5-year period. It has been estimated by HSBC Report that FMCG sector will rise

from around Rs.56,500crores in 2005 to Rs.92,100crores in 2010. Hair care,

household care, male grooming, female hygiene, and the chocolates and

confectionery categories are estimated to be the fastest growing segments.

FMCG Sector generates 5% of the total factory employment in the country and is

creating employment for three million people, especially in small towns and rural

India.

This industry essentially comprises Consumer Non Durable (CND) products and

caters to the everyday need of the population. The business is characterized by two

17
pillars – Strong Brand Equity and a wide Distribution Network. Brand Equities are

built over a period of time by technological innovations, consistent high qualities,

aggressive advertisements and marketing. Another crucial success factor is the

availability near the consumer through a wide distribution network as the products

involved are of lesser value but bought as daily items.

Products belonging to the category of FMCG category have the following

characteristics:

⮚ They are used at least once a month.

⮚ They are used directly by the end-consumer.

⮚ They are non – durable.

⮚ They are sold in packaged form.

Growth

With the presence of 12.2% of the world population in the villages of India, the

Indian rural FMCG market is something no one can overlook. Increased focus on

farm sector will boost rural incomes, hence providing better growth prospects to

18
the FMCG companies. Better infrastructure facilities will improve their supply

chain. FMCG sector is also likely to benefit from growing demand in the market.

Because of the low per capita consumption for almost all the products in the

country, FMCG companies have immense possibilities for growth. And if the

companies are able to change the mindset of the consumers, i.e. if they are able to

take the consumers to branded products and offer new generation products, they

would be able to generate higher growth in the near future. It is expected that the

rural income will rise, boosting purchasing power in the countryside. However, the

demand in urban areas would be the key growth driver over the long term. Also,

increase in the urban population, along with increase in income levels and the

availability of new categories, would help the urban areas maintain their position in

terms of consumption. At present, urban India accounts for 66% of total FMCG

consumption, with rural India accounting for the remaining 34%. However, rural

India accounts for more than 40% consumption in major FMCG categories such as

personal care, fabric care, and hot beverages. In urban areas, home and personal

care category, including skin care, household care and feminine hygiene, will keep

growing at relatively attractive rates. Within the foods segment, it is estimated that

processed foods, bakery, and dairy are long-term growth categories in both rural

and urban areas.

19
20
Indian competitiveness and comparison with the world markets

The following factors make India a competitive player in FMCG sector:

⮚ Availability of raw material: Because of the diverse agro-climatic

conditions in India, there is a large raw material base suitable for food

processing industries. India is the largest producer of livestock, milk,

sugarcane, coconut, spices and cashew and is the second largest producer of

rice, wheat and fruits &vegetables. India also produces caustic soda and soda

ash, which are required for the production of soaps and detergents. The

availability of these raw materials gives India the location advantage.

⮚ Labor cost comparison: Low cost labor gives India a competitive

advantage. India's labor cost is amongst the lowest in the world, after China

& Indonesia. Low labor costs give the advantage of low cost of production.

Many MNCs have established their plants in India to outsource for domestic

and export markets.

21
⮚ Presence across value chain: Indian companies have their presence across

the value chain of FMCG sector, right from the supply of raw materials to

packaged goods in the food-processing sector. This brings India a more cost

competitive advantage.

⮚ Large Domestic Market: Increasing disposable income has resulted in a

rise in the domestic market size. Increasing income has translated into higher

consumption levels. 

22
Top ten players in FMCG Sector

S.No. Companies

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestle India

4. Amul

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8. Britannia Industries

9 Procter & Gamble Hygiene and Health

Care

10. Marico Industries

23
 PROLIFERATION AND EXTENSION OF FOOD

BRANDS

Food items are primarily processed to extend its shelf life and to preserve its

nutritional value. The secondary purpose of processing of food is to deliver

convenience, taste and appeal to the target consumers. Depending upon what

consumer segments we are targeting the processing methods, type of food and its

taste and packaging and total presentation varies widely. In a country like India

where local taste preferences differ from region to region it poses a much bigger

problem to produce food products which can have a much larger acceptance and

hence a bigger market potential. But there are some food categories and types for

which there is a universal acceptance and hitherto Indian processed food industry

only were processing those generic category of foods for all India market. Even

new entrants in the processed food industry were only adding brands in the

traditional sectors. We have witnessed this phenomenon before liberalisation in

different categories. And as a result, mortality rate of processed food brands were

quite high. For example, when Amul came into the market with their Amul Butter -

Polsons butter disappeared from the scene. And the successful brand went on

extending it to other categories. Having tasted success, Amul brand has been

extended across a range of items including cheese, cheese spread, shrikhand,

chocolate and ice-cream.

24
Creativity in food industry was, to say the least, very low. There were of course

small local companies who attempted to create products for catering to the local

taste preferences but the market was so small that the products did not survive the

test of time. For example Kissan launched "Bisebelle Bhath" a South Indian

delicacy in Southern market in mid eighties only to withdraw a year later. We at

Kissans did considerable work and developed instant rice but market research

indicated that the market for instant rice would be insignificant and thus we had to

drop the idea. The same instant rice was used to formulate "Bisebelle bhath".

Phillips Morris who got clearance recently for setting up 100% owned entities in

India has announced their plans to introduce the instant rice under their global and

popular brand "Minute Rice".

And still there are others who tried to create universal appeal and introduced mass

market product and have demonstrated big success stories. The example is Rasna

from Pioma Industries. But how they did it is a different story and that will be

covered in another article. Yet others have failed in such attempt. In mid eighties

steel merchant of Mumbai Mr. Ravi Kiran Agarwal in a joint venture with Kwality

Frozen Foods had set up Tasty Bite Eatables Ltd. - a company to get into frozen

foods and North Indian and South Indian vegetarian and non-vegetarian

ready-to-serve foods. The concept was - warm and serve. A modern plant was set

up near Pune. The products including Mutton curry etc. in retortable pouch were

25
introduced but it did not click. A couple of years later they faced serious financial

problems and subsequently the company was sold to Hindustan Lever - who tried

hard to establish "Green Valley" frozen foods. It was also later on withdrawn.

Welga Foods in Badaun near Bareilly similarly had to close down their frozen

foods plant. Tarai Foods who were also contract manufacturers for Hindustan

Lever is still struggling to exist. The only long term player in frozen foods

particularly frozen vegetables is "Mafco" -- a co-operative in Maharashtra. Food

products that were in the high price range and were well ahead of their time did not

succeed in India. And thus casualties in certain category were very high.

Before nineties the food industry in India was struggling to establish only the

traditional food brands and there was very little or no effort to introduce new foods.

In post liberalisation era we have host of new MNCs with superior marketing skill

and bigger resource to their command have extended their brands to a wide variety

of local foods and their variants including the areas which were protected niches of

small local players. For example, Indian traditional snacks were only local brands

even a couple of years ago. But there we have now even global brands. Kissan

under UB-group used to sell and market only fruit and vegetable products. Today

Kissan brand has been extended to even branded grocery items which were earlier

the domain of small local players. Pepsi's primary business is in soft drinks but in

India they have gone into branding of traditional snack foods. Similarly Nestle - a

26
swiss Food major - has introduced pickles in Indian market. In the traditional food

items local companies should be able to add better value and hence can score

higher in the market place.

In seventies, 'Bisleri' was the only mineral water which had national presence and

the sale was to the tune of approximately one hundred thousand cases valued at

about Rs.60 lacs. Today mineral water market is said to be of Rs.200 crores and

over hundred brands of mineral water are there. Mr. Ramesh Chauhan of Parles

thinks that mineral water market in next five years time will become Rs.2000

crores and based on that he has drawn up ambitious plan for his Bisleri mineral

water. The competition in mineral water is so high that Mr. Ramesh Chauhan's own

brother Mr. Prakash Chauhan who owns "Frooty" brand also introduced a mineral

water under the brand name "Bailey". Of late we have multinationals entering the

mineral water scene. "Evan" is recently launched which is a well known

international brand.

Earlier we did not have any fruit juice in the market. Only canned juice and

ready-to-serve beverages in bottles were available. Today we have number of

brands in carton and tetrapack. Such as 'Onjus' of Enkay Texofood, 'Real juice' of

Dabur, 'Jumpy' of Godrej etc. all packed in convenient asceptic cartons. We will be

shortly getting more brands of fruit juice including 'Tropicana' from Seagram.

The proliferation of brands are also seen in branded Grocery products. A few years
27
ago we had 'Tata-salt' as the only refined iodised salt selling in the market and

today we have 'Captain Cook' from DCW, 'Kissan Annapurna' from Kissan

Products and Catch (with dispenser) from Hi-Tech Foods and more brands to come

in. In some areas such as meat and poultry products branding, packaging,

processing and distribution on a national scale has yet to be witnessed. But in many

of the processed food categories, as we can see that the existing brand is either

extended to a wide variety of foods such as Britannia to Cheese and Long Life

Milk in tetra pack etc. or there are proliferation of brands.

In this process, ultimate beneficiary is the consumer as they can expect to get the

best value for their money. Competitive pressure will make that possible.

28
 OBJECTIVE OF THE STUDY

● To make a thorough understanding of Branding & its significance in

increasing the sales of the organization.

● Detail study about evolution of biscuits & its process.

● Growth & future prospects of FMCG-Biscuits segment in India economy.

● To know about Parle & Britannia Company & their growth in Indian

market.

● To Conceptual analysis the Glucose Biscuits brand strategy.

● To study the factors influencing brand decision.

● To study the impact of the price increase of 100-gram Parle-G on 100-

gram Britannia Tiger.

29
● To understand the market potential of Britannia Tiger biscuits.

● To know different Britannia products which both domestic & International

brand.

30
 LETERATURE REVIEW

Fast Moving Consumer Goods

FMCG Industry :

FMCG are products that have a quick shelf turnover, at relatively low cost and

don't require a lot of thought, time and financial investment to purchase

• ‘Fast Moving’ is in opposition to consumer durables such as kitchen

appliances that are generally replaced less than once a year.

• Three of the largest and best known examples of Fast Moving Consumer

Goods companies are Nestlé, Unilever and Procter & Gamble.

• The Indian FMCG sector is an important contributor to the country's GDP.

It is the fourth largest sector in the economy and is responsible for 5% of

the total factory employment in India .

• This has been due to liberalization, urbanization, increase in the

disposable incomes and altered lifestyle.

• . The lower-middle income group accounts for over 60% of the sector's

sales. Rural markets account for 56% of the total domestic FMCG

demand.

31
 RESEARCH METHODOLOGY

RESEARCH DESIGN

“The research design is the conceptual structure with in which research is

conducted it consist the blue print of the collection measurement and analysis of

data.”

In that project the research design was adopted for the “Descriptive

research study” the exploratory research studies are also termed as formulate

research studies. The main purpose of such studies is that of formulating a

problem for more precise investigation or of developing the working hypothesis

from an operational point of view

The main purpose of the study was to tell the consumer perception in ‘A .

The major emphasis was on the discovery of the ideas and opinions of the

consumers at different levels in the existing environment.

Two methods that are used for the study are:

1. The survey of concerning literature.

2. The experience study.

32
 SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given

population. It refers to the technique or the procedure the researcher would adopt

in selecting items for the sample. The sample design is determined before data

are collected.

The sampling used for the study is “Convenience Sampling”. Under this

sampling design every item or the universe has equal chance or inclusion in the

sample because this is Consumers’ Perception survey, so we give each person at

any place an equal probability of getting into the sample.

The PARLE- G & BRITANNIA Biscuits of random sampling are:

1. It gives each element in the population an equal probability of getting into

the sample; and all choices are independent of one another.

2. It gives each possible sample combination an equal probability of being

chosen.

33
DATA COLLECTION

TYPES OF DATA

In the survey two types of data are collected:

1. Primary data: These data’s are those which are collected for the first time

and therefore original in nature.

Secondary data: Data, which have already been collected by someone else and

hence passed through the statistical process.

34
DATA SOURCE

● PRIMARY DATA COLLECTION

For the collection of the primary data following methods were used:

1. Interview method: Personal interviews of the customers are taken at

different levels to get their opinions and suggestions. And the interview

was structured in nature.

2. Questionnaire method: Structured questionnaire on the basis of

information collected from different sources. The questionnaire contains

both open and ended questions.

35
 ● SECONDARY DATA COLLECTION

Secondary data were collected from the following sources:

a. Books related to topic

b. Organization documents

c. Magazines

d. Websites

DATA APPROACHES

Stratified Random Probability Sample Selection Method.

● Research Instrument
Questionnaire Focus

Group Observation

Direct Method

36
MECHANICAL INSTRUMENT:

Telephonic Method

POPULATION:

Sampling Unit: Customer Preference towards Parle-G & Britannia

Sample size : Approximate 100

● Sample Selection Procedure : Probability

● Contact Method

Direct method

Telephone

● STATISTICAL TOOLS USED

Statistical tools used in the project study are:

Graph.

37
 RESEARCH METHODOLOGY

OBJECTIVE OF THE SURVEY

RESEARCH OBJECTIVE

❑ To find out major competitors of Britannia biscuit.

❑ To find out the market share enjoyed by each.

❑ To measure the satisfaction of customers dealing Britannia

biscuit.

SCOPE

Survey of customers and dealers dealing in butter.

38
 ❑ Ghaziabad

Record feed back from the market and recommended future plan for the operation.

Through the survey, it is trying to know, what is the basic difference between our

company and other fast moving Consumer goods Company’s product in quality,

price, packaging etc. Through the survey, it would be able to ascertain the weak

point of salesman, distributors and other product related in this way may would be

able to create effective training package or can give some instructions to make

them more effective.

1: RESEARCH DESIGN USED:

Research is an art of scientific, investigation and systematic research for

pertinent information on a specific. I have used descriptive type of research.

Descriptive research designing can be used to study: consumer profiles,

market potential studies, product usage, attitude surveys, sales analysis,

media research and price surveys etc.

2: DATA COLLECTION METHOD:

I have used survey method for data collection. Survey is the most commonly

used method.

39
3: DATA SOURCE:

Primary data: The objectives of primary data are formulated on the basis of

research objectives. Primary data has been collected personally from various

consumers as well as retailers.

Secondary data: I collected data from magazines, newspaper and different

websites.

4: RESEARCH INSTRUMENT:

A. Questionnaire for consumers: a questionnaire consist a set of questions

presented to respondents for their answers. Because of its flexibility, the

questionnaire is the most common instrument used to collect primary data.

B. Schedule for retailers: Schedule is a device in social research, which

frequently used in collecting field data especially where the survey method

is employed. It contains questions and blank tables, which are to be filled by

the investigators themselves after getting information from the respondents.

40
 5: TYPE OF QUESTIONNAIRE:

Structured, Non-disguised- In this types of questioning the researcher setup

a formal list of questions Answers are frequently limited to a list of

alternatives which is stated or implied.

6: TYPE OF QUESTIONS:

● Multiple choice

● Dichotomous

● Close-ended

● Ranking item questions

7: ATTITUDE MESSUERMENT TECHNIQUES:

(A)Direct Personal Interview- A direct personal interview is face-to-face

communication with the respondents. The interviewer gets in touch with the

respondents ask the questions, and records the answers obtained.

(B)Rating Scales-The rating scale involves qualitative description of a

limited number of aspects of a thing or traits of a person.

(C) Ranking scales-Under ranking scales (or comparative scales) we make

relative judgments against other similar objects. The respondents under this

41
method directly compare two or more objects and make choice among them.

I have used method of rank order, under this method of comparative scaling,

the respondents are asked to rank their choices. This method is easier and

faster than method of paired comparisons.

8: SAMPLING PLAN

A sampling plan is a definite plan determined before any data are actually

collected for obtaining a sample from given population.

(A)Sample Size-100(The standard sample size had chosen by me.)

(B)Sampling Technique-I have used Probability sampling for my research

report. Under this sampling design every item of the universe has equal

chance of inclusion in as ample.

(C)Place of the Study-Meerut and Ghaziabad.

(D)Survey Period-April, 2021

42
 SAMPLING METHOD

In many marketing research project making a census study of the entire

universe will be impossible on account of limitation of time and money.

Hence sampling becomes inevitable. Sampling is used to collect primary

data when source of data for too many to be exhaustively handled. Sampling

is an integral part of data collection process. A sampling is only a portion of

universe of population. The success of sampling depends on the extent to

which characteristics of the sample truly represent these of the universe.

According to Yule, famous statisticians, the objective of sampling is to

get maximum information about the parent population with minimum effort.

Properly done, sampling produces representative data on the entire

population.

Term commonly used in sampling population or universe:

In marketing research population research population means the

aggregate of all elements that are relevant to the scope of the problem under

the study. All of them process the characteristics under investigation. When

the research defines the characteristics under investigation, automatically it

delimits the population. Population need not necessarily means living

persons; It may denotes nonliving objects like companies, event or dealers.

43
 Sample is a part of universe that is being studied and which generally reflects most of the traits that

universe had.

Method of Sampling:

⮚ Probability Sampling Method.

⮚ Systematic sampling

⮚ Area Sampling

Non Probability Sampling

⮚ Convenience sampling

⮚ Quota Sampling

⮚ Judgment sampling

⮚ Panel Sampling

In My Project Report I Used Random Sampling Method

44
 MEANING OF PROJECT

Project gives us necessary guidance and though for the foundation of business. A

project is an essential requirement of business and for motivated person. Prior

starting of any project it is necessary to understand the meaning of every letter of

word “Project” each letter of the project has its special meaning that is discussed.

‘P’ Planning:- The first step ‘P’ stands for planning, planning is the word that

means prior the construction of any thing and for their arrangement there should be

good planning which gives better results in manufacturing the thing that is being

prepared as well as it is the bridge of between present and future.

R: Resource: ‘R’ stand for resource as resource give the current idea to promote

the work.

O: Operative: It is a process of performing various function in systematic way.

J: Joint effort: a project cannot achieve its maximum success without the

complete cooperation of group member.

E: Engineering: Engineering is a branch of science under which a given task can

be performed efficiently with the help of knowledge and technique in a short

duration by employing less money.

45
C: Communication: Communication simply means the exchange of ideas, which

flows between two or more person as well as from one place to an other place.

T: Techniques: Techniques is a simply an art performing a task the project should

be finished with different technique of works.

46
 SOWT ANALYSIS

STRENGTH

❖ Wide range of products

❖ Brand loyalty

❖ Standardized product

❖ Extensive distribution network

❖ Product are known for providing true value for money

47
WEAKNESS

❖ Britannia has goodwill, but few products need more advertisement.

❖ Due to large product line the company is unable to pay adequate attention to

some of its product.

48
OPPORTUNITIES

❖ Growing market due to increase population, income and changing habit.

❖ If Britannia bring product for higher income group. The demand for its

product may in that area.

49
THREAT

❖ There are four brands of biscuit in the market but other leading companies

are also thinking to approach in this segment.

❖ Aggressive advertisement of the competitors.

50
 FINDINGS & ANALYSIS
Q.1 What brands of biscuits do you store in your shop?

(a) Parle- G (b) Britannia

70%

Parle G
Britannia

80%
70%
60%
50%
40%
30%
20%
10%
0%

51
Interpretation :- This graph shows that 70% Customers stored Parle-G Biscuits

in their shop, 30% Customers stored Britannia Biscuits.

52
Q.2 Which of these brands sell the most?
(a) Britannia bourbon (b) Parle hide n seek (c) Any other

60%

50%

40%

30%

20%

10%

0% Parle Hide m seek Any other

Britannia
Bourbon

53
Interpretation :- This graph shows that 30% Customers likes Britannia

Bourbon Biscuits, 50% Customers likes Parle hide n seek Biscuits and 20%

Customers likes Any other Biscuits.

54
Q.3 What are the other Brands of Chocolate Biscuit you prefer?

(a) Hide & Seek (b) Bourbon (c) Goody Chocolate Cookies

45%
40% Hide n seek Bourbon Goody
35% c
h
30%
o
25% c
o
15% l
10% a
5% t
0% e
s
C
o
o
k
i
e
s

55
Interpretation :- This graph shows that 25% Customers prefer Hide n seek

Brands of Chocolate Biscuit, 35% Customers prefer Bourbon Brands of

Chocolate Biscuit and 40% Customers prefer Goody Chocolate Cookies Brands

of Chocolate Biscuit.

56
Q.4 How many packets of Biscuits do you eat per Week in a Month?

(a) 1-3 (b) 4-6 (c) 6-9

45%
40%
35%
30%
25%
20%
15%
10% 1 TO 3 4 TO 6
5% 6 TO 9

0%

57
Interpretation :- This graph shows that 30% Customers eat 1 to 3 Pakets, 40%

customer eat 4 to 6 Packets 40% & 30% customers eat 6 to 9 Packets.

58
Q.5 Which Chocolate Flavors you preferred?

(a) Sweet Chocolate Bitter (b) Chocolate Chips

70%
60%
50%
40%
30%
20%
10% C
0% h
Sweet Chocolate Bitter
o
c
o
l
a
t
e
C
h
i
p
s

59
Interpretation :- This graph shows that 60% Customers preferred Chocolate

Flavors of Sweet Chocolate Bitter and 40% Customers preferred Chocolate

Flavors of Chocolate Chips.

60
Q.6 Would you like having Biscuit with egg flavour?

(a) Yes (b) No

60%

50%

40%

30%

20%

10%

0%
Yes No

61
Interpretation :- This graph shows that 55% Customers would like Biscuit with

egg flavor and 45% Customers would not like Biscuit with egg flavour.

62
Q.7 Which company is reliable in your parameter?

(a) Branded (b) Local

80%
Branded Local
70%
60%
50%
40%
30%
20%
10%
0%

63
Interpretation :- This graph shows that 70% Customers with satisfy of branded

company is reliable in our parameter and 30% Customers with satisfy of Local

company is reliable in our parameter.

64
Q.8 Any other comments? Do you like Biscuits?

(a) Taste (b) Energy

60%

50%

40%

30%

20%

10%

0%
Taste Energy

65
Interpretation :- This graph shows that 45% Customers likes biscuit for Taste

and 55% customer likes biscuit for energy.

66
Q.9 Which company issues the best policies according your pocket?

(a) Branded Company (b) Local Company

70%

60%

50%

40%

30%

20%

10%

0%
Branded Local

67
Interpretation :- This graph shows that 60% Customers opinion branded

company issues the best policies according your pocket and 40% Customers

opinion Local company issues the best policies according your pocket

68
Q.10 Which company provides you good service?

(a) Britannia (b) Parle - G (c) Any other

69
Interpretation :- This graph shows that 35% Customers opinion Britannia

company provides good service, 45% Customers opinion Parle-G company

provides good service and 20% Customers opinion other company provides

good service.

70
 CONCLUSION
Opportunity is always knocking, goes a splinter thought of the popular

aphorism. The trick is to open the door every time it knocks. It clearly indicates

that the price increase of 100-gram Parle-G glucose biscuits is a very good

opportunity for Britannia to achieve its objective of making the company’s Tiger

glucose biscuit brands the number one in the glucose biscuit segment. Though

the 50-paisa price increase of the 60-year-old 100-gram Parle-G brand seems to

be a major price change, it has been found to be very significant for the just 7-

year-old Britannia Tiger brand. The research of the company show that the 50-

paisa price increase of 100-gram Parle-G brand has really added an appreciable

percentage of the glucose biscuit consumers to Britannia’s 100 gram Tiger brand

customer segment and also a notable percentage is likely to be added to it. The

major reason that has driven Parle-G customers to change their brand was found

to be the 50-paisa increase in the price of Parle-G, thereby indicating the price

sensitivity of the customers.

In the case of Parle-G brand, the researcher found that it’s the taste, which

contributed towards the customers brand loyalty. Parle-G’s long presence in

the market didn’t have much impact on the consumers brand choice, rather it

was the taste that deferred customers from switching to the other brands of

glucose biscuits. The Parle-G customers are not against consuming the Tiger

brand provided they get the same quality taste as that of the Parle-G brand.
71
 They pointed out that the Tiger brand has a little lower milky taste and is a

\little sweeter than it should be. Thus, the company must maintain the price

and concentrate on the brand taste to take maximum advantage of this

opportunity. Also, marketing efforts are required to make the consumers

aware of the brand’s price and make them more of nutrition-conscious so that

they can understand the ‘Glucose H-Force Biscuit’ concept.

● There is high awareness level of different Parle-G Biscuits amongst the

retailers.

● From the survey of 100 retailers in Moradabad City it was noticed that in

most of the retailers are keeping Parle-G Biscuits other brands also occupy a

major share.

● Market Share of Parle-G Biscuits is more than its competitors.

* Brand awareness for Parle-G Biscuits is very high.

* There is significant high brand loyalty for Britannia Biscuits among the

consumer.

* Most of the retailers were complaining about the fewer profit margins.

* Most of the retailers were complaining about that there was no sort of credit

given in the era of credit.

72
 SUGGESTIONS

● Conjunction problem should be solved as soon as possible for every

service provider because the consumer are suffering from the service

provided by the company.

● Time to the company must provide bonanza to their consumer.

● All rights should be reserved by the company.

● The rules provided by the company should be flexible according to

customer requirement.

73
 LIMITATIONS

➢ Relevance : The data may not fit into the needs of investigation. There

may be difference in the units of measurement, there may be surrogate

data, discrepancy of class & data may pertain to some other period of

time.

➢ Difficulties in the identification of the source.

➢ Difficulty to find secondary data that exactly the needs of some specific

research investigation.

➢ Error may be there in recording or transferring information from

secondary sources.

➢ The facilities or capabilities of the agency that originally collected the data

might be questionable.

74
 BIBLIOGRAPHY

BOOKS:

➢ Marketing Management by Philip Kotler (Prentier Hall of India Pvt Ltd)

Ninth Edition.

➢ Essentials of Marketing Management by Reddy and Appanaih (Himalaya

Publishing House) Ninth edition.

➢ Consumer behavior by R Nair (Himalaya Publishing House) Third Edition.

➢ Keeping Customer Happy by Jacqueline Dunckel and Brian Taylor (Jaico

Publishing House) Second Edition.

➢ Essentials of marketing Management by S A Sherlaker (Himalaya Publishing

House) Twelfth Revised and Enlarged Edition Reprint.

NEWS PAPERS:

➢ THE ECONOMIC TIMES

➢ THE TIMES OF INDIA

➢ THE BUSINESS STANDARD

➢ THE INDIAN EXPERESS

MAGAZINES:

➢ BUSINESS INDIA

➢ INDIA TODAY

75
➢ BUSINESS WORLD

INTERNET WEBSITES:

➢ www.britanniaindustries.com

➢ www.parlebiscuits.com

76
 QUESTIONNAIRE

Q.1 What brands of biscuits do you store in your shop?

(a) Britannia (b) Parle- G

Q.2 Which of these brands sell the most?

(a) Britannia bourbon (b) Parle hide n seek (c) Any other

Q.3 What are the other Brands of Chocolate Biscuit you prefer?

(a) Hide & Seek (b) Bourbon (c) Goody Chocolate Cookies
77
Q.4 How many packets of Biscuits do you eat per Week in a Month?

(a) 1-3 (b) 4-6 (c) 6-9

Q.5 Which Chocolate Flavors you preferred?

(a) Sweet Chocolate Bitter (b) Chocolate Chips

Q.6 Would you like having Biscuit with egg flavour?

(a) Yes (b) No

78
Q.7 Which company is reliable in your parameter?

(a) Branded (b) Local

Q.8 Any other comments? Do you like Biscuits?

(a) Taste (b) Energy

Q.9 Which company issues the best policies according your pocket?

(a) Branded Company (b) Local Company

79
Q.10 Which company provides you good service?

(a) Britannia (b) Parle-G (c) Any other

80