1.

INTRODUCTION
Britannia Industries Limited is an Indian company specialised in food industry, part of
the Wadia Group headed by Nusli Wadia. Founded in 1892 and headquartered in Kolkata, it is
one of India's oldest existing companies and best known for its biscuit products. The company
sells its Britannia and Tiger brands of biscuits, breads and dairy products throughout India
and in more than 60 countries across the globe. Britannia has an essential market share of
33%. It registered traded logo is mentioned below.
BRIEF (BACKGROUND)
The company was established in 1892, with an investment of ₹265. Initially, biscuits
were manufactured in a small house in central Kolkata. Later, the enterprise was
acquired by the Gupta brothers mainly Nalin Chandra Gupta, an attorney, and operated
under V.K Brothers." In 1918, C.H. Holmes, an English businessman in Kolkata, was
taken on as a partner and The Britannia Biscuit Company Limited (BBCo) was launched.
The Mumbai factory was set up in 1924 and Peek Freans, UK, acquired a controlling
interest in BBCo. Biscuits were in high demand during World War II, which gave a boost
to the company’s sales. The company name was changed to the current "Britannia
Industries Limited" in 1979. In 1982 the American company Nabisco Brands, Inc.
acquired the parent of Peek Freansand became a major foreign shareholder.

Kerala businessman Rajan Pillai secured control of the group in the late 1980s,
becoming known in India as the 'Biscuit Raja'. In 1993, the Wadia Group acquired a
stake in Associated Biscuits International (ABIL), and became an equal partner with
Groupe Danone in Britannia Industries Limited.

In what The Economic Times referred to as one of India's most dramatic corporate
sagas, Pillai ceded control to Wadia and Danone after a bitter boardroom struggle, then
fled his Singapore base to India in 1995 after accusations of defrauding Britannia, and
died the same year in Tihar Jail.

The Wadias' Kalabakan Investments and Group Danone had two equal joint venture
companies, Wadia BSN and United Kingdom registered Associated Biscuits International
Holdings Ltd., which together held a 51 percent stake in Britannia. The ABIH tranche
was acquired in 1992, while the controlling stake held by Wadia BSN was acquired in
1995. It was agreed that, in case of a deadlock between the partners, Danone was
obliged to buy the Wadia BSN stake at a "fair market value". ABIH had a separate
agreement signed in 1992 and was subject to British law.
OBJECTIVES OF STUDY:

 To find out marketing mix of Britannia biscuit that is prodct, price, place,
promotion.

 To get the view of consumers regarding sale promotion techniques used by

britannia .

 To identify the source of awarness and perception about the britannia products.

 To see weather consumers are loyal towards the brand or not.

 To see which age group of people the brand is targeting the most.
Need for the study

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 is given below.

i. Selecting largest markets segmentation

ii. Positioning

iii. Product

iv. Price

v. Place

vi. Promotion

vii. Research and development

viii. Marketing research

RESEARCH METHODLOGY:
1. Research Objective: Clearly define the objective of your study, such
as understanding the influence of advertising on consumer behavior
and brand perception in rural areas for Britannia products.
2. Literature Review: Conduct a comprehensive review of existing
literature and research studies on advertising in rural areas,
consumer behavior, and brand perception. Identify relevant theories,
concepts, and frameworks that will guide your study.
3. Data Collection: Choose the appropriate methods for data collection.
This could include surveys, interviews, or observations. Design
questionnaires or interview guides that capture relevant variables
such as exposure to Britannia advertising, purchasing behavior, and
brand perception.
4. Data Analysis: Analyze the collected data using statistical techniques
or thematic analysis. Quantitative data can be analyzed using tools
like regression analysis, correlation, or chi-square tests. Qualitative
data can be analyzed through coding, theme identification, and
interpretation.
5. Findings and Results: Summarize and interpret the findings from your
analysis. Present the results in a clear and concise manner, using
tables, charts, and graphs as appropriate.
6. Recommendations: Provide practical recommendations for Britannia
or other stakeholders based on your research findings. These
recommendations could be related to advertising strategies, product
positioning, or market penetration in rural areas.
 LIMITATIONS OF THE STUDY
i. The study relates only to the retailers of selected areas of therefore, the
findings cannot be true representation of all retailers (total
population).
ii. The personal bias of respondent has also been a limitation.
iii. Respondent's ignorance to certain questions also posed as barrier
towards certain responses.
iv. Since the researcher has used interview schedule, the respondent's
responses were immediate and the time taken for deciding was less
which led to responses with not much thought. Therefore time
constraint has also been a limitation in this study.
v. Illiteracy of the respondent posed a barrier for making them understand
the question. Therefore, the responses cannot be taken factual.