A Summer Internship Project Report On “Market analysis and sales development in Institutional Business” Submitted in the partial fulfilment of the requirements for Post Graduate Diploma in Management - PGDM SUBMITTED BY Name: Deepshikha Gupta Roll No: 1512 Batch: 2015-17 UNDER GUIDANCE OF Prof. Sushant Nanda Universal Business School, Mumbai (Karjat), 410201DECLARATION This is to declare that | Deepshikha Gupta student of Universal Business School, Mumbai (Karjat), PGDM batch 2015-2017, has given original data and information to the best of my knowledge in the project report titled Market analysis and sales development in Institutional Business is a record of independent work carried out by me under the guidance and supervision of the Prof. Sushant Nanda towards the partial fulfilment of requirement for the PGDM course. [also agree in principal not to share the vital information with any other person outside the organization and that I have not submitted it for any award or any other title, degree or diploma, Date: 29/08/2016 Name: Deepshikha Gupta Place: Mumbai (Karjat) Roll No: 1512 Specialization: Marketing(Universal Business School CERTIFICATE This is to certify that the project entitled “__Market Analysis & Sales Development for Britannia Dairy Product in Institutional Business”, submitted to Universal Business School, Mumbai (Karjat) in the partia! fulfilment of the requirements forthe award of the Post Graduate Diploma in Management (PGDM) embodies the results of bonafide project work carried out by Deepshikha Gupta under my guidance and supervision. To the best of my knowledge the results embodied in this project have not been submitted to any other university or institute for the award of Degree or Diploma. The assistance and help received during the course of this investigation has been duly acknowledged, Project Guide: Prof. Sushant Nanda Program Director (PGDM): Prof. Vijay Tandon Date: 29/08/2016 Place: Mumbai (Karjat)Acknowledgement It gives me immense pleasure to present this Concurrent Project Report. However, it would not have been possible without help-and support of all the team members. of Britannia Industry Limited [would like to thank Mention project Mr, Vishal Tickoo for guiding me in my tenure of internship on Market Analysis & Sales Development Of Britannia Dairy Produets in Chandigarh , Mohali , Zirakpur . Without their support and guidance I wouldn't have come so far to prepare this report. L would like to express my thankfulness to Universal Business School, who has given me {great opportunity to work on this project, Tam also grateful to my loving parents and my kind friends whose prayers, affection and support are always a source of encouragement. Their suggestions and supply of information were really very valuable and helpful to me. Their continuous encouragement and support helped me for compl Deepshikha Gupta Roll No. 1512 Specialization: Universal Business School, Mumbai (Karjat)Table of content TOPIC PAGE NO. Executive summary Industry profile (Part A) ‘Company profile Company Product Mission Vision ‘Company Objective Part B Workflow and reporting pattern PEST & Micro environmental Factors Marketing Strategy Market Potential SWOT Analysis Research Observation And Findings Conclusion Suggestion And Recommendations BibliographyEXECUTIVE SUMMARY After going thick on the thing, now time is to make a complete picture, While making a product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (Gross Margin Return On Investment) and they promote the brand which provide them highest, They ‘expect retum in the form of profit margin, company schemes, window display and references of the shop. Among these, company schemes make the differences and are the highest source of motivation after profit margin. Retailing demands a constant push from the company. Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers can't help quality and price. It is only up to dealers said it is demand they sell Britannia 42% agree that at retail shop it is brand popularity, which determine the purchase of biscuit ‘There is a greater need to understand the retailer behaviour considering them as a team working for the company may help them to be attached to the company, There should be feeling of belonging to the company in inner of the retailers. Setting values elub for retailers so that they may exchange views with the company and help in understanding eonsumer behaviour. today's competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market, The information regarding the activities of competitor's existing in the market so that we can plan our each activity according to that. It is also necessary to retain the existing customers apart from attracting the new customers. The Project is concern with the market analysis & sales development of Britannia dairy Products.in Chandigarh , Mohali , Zirakpur. The project included as part of PGDM Programme and the project is done LA Title “Market Analysis & Sales Development for Britannia Dairy Product in Institutional Business in Chandigarh , Mohali and Zirakpur 1.2 Organization “Britannia industry Limited, New Delhi*, 1.3 Objective The Primary objective of study was to find size of Britannia dairy products Institutional business of Britannia dairy Products in specific areas of Chandigarh , Mohali , Zirakpur. In the study my intention was go through the Institutional sales of milk network of Britannia dairy Products to know distributors and Institutions view about supply chain of Britannia milk, to know the complaints of Britannia dairy Products and to find the suggestions from Institutions for more penetration of Britannia dairy Products in Chandigarh , Mohali , Zirakpur,The secondary objective was to find customer (Institution) response towards Britannia dairy Products. My aim was to go through the customers to know the interest of purchasing & using Britannia cheese, Milk, Ds Whitener, Ghee, Butter. Basically the study was for the demand of Britannia cheese, Milk, Dairy Whitener, Ghee, Butter among the customers. And also to know the complaints on Britannia dairy Products. 1.4 Research Methodology Research type was descriptive, The research was done through institutions. Ihave collected the primary data through questionnaire which was filled by Institutional customers, Questions were both open ark! close ended, The secondary data was collected from htip:/ritannia.co.in’ website Sampling done is non-probability sampling. The type of sampling method was Judgment sampling. 1.5 Findings In Chandigath , Mohali , Zirakpur there are many major players of Dairy Products exist. Those are like Amul, Britannia, Mother, Verka, Paras, Gopalji and many other local brands. As per the findings Britannia After Amul , is the Market leader and having more marketshare. Britannia has established a great name Dairy products market segment in Chandigarh , Mohali . Zirakpur. The sale is totally depends om the distributors and retailers, 1.6 Data Analysis ‘The data analysis has done area wise, It gives idea about the competitors of Britannia dairy Products. It gives information regarding their market share. 1.7 Conclusion It was concluded that Britannia dairy Products ie. Cheese has a high potential in the market and it is the known to its customers and its acceptance is comparatively higher as of other variants and competitors present in the market, most of the consumer continuously using Britannia dairy Products brand.PART AINDUSTRY PROFILE ‘The dairy industries companies run mainly on the factors such as Price, availability, service frequency. affordability, taste and marketing. Price plays a vital role because purchasing power is depend upon price and availability of that product, in case distributors and retailers service matter a lot in Institutional business. From chronie shortages af milk, India has emerged today as the largest producer of milk in the world crassing 97 million tonnes. It is'"The Oyster’ of the ilobal dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize of one of the world's largest aind fastest growing markets for milk and milk products A bagfui of ‘pearls! awaits the intemmaticmal dairy processor in India, The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world, The effective Dairy market is largely confined 10 urban areas, inhabited by over25 per cent of the country's population, An estimated 50 per eent of the total milk produced is consumed here By the end of 2007, the urban population isexpected to increase by more than 100 million to touch 864 million in 2007 agrowth of about 40 per cent, The expected rise in utban population would be aboon to Indian dairying. Presently, the organized sector both cooperative andprivate and the traditional sector cater to this market. INDIAN DAIRY INDUSTRY - 4 PROFILE India’s dairy sector is expected to triple its production in the next 10 years inview of expanding potential for export t Europe and the West. Moreover with WTO regulations expected to come nfo force in coming years all the developedcounities which are among big exporters today would have Lo withdraw the support and subsidy to their domestic milk products sector, Also India today isthe lowest cost producer of pet litte of milk in the world, at 27 cents, compared with the U.S! 63 cent, Also to take advantage of this lowest cost of milk production and inereasing production in the country multinational companiesare planning to expand their activities here. Some of these milk producers have already obtained quality standard vertificates from the authorities, This will help them in marketing their products in foreign countries in processed form .The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.83,500 crores by year 2010. This growth is going to come from the greater emphasis on the processed facds sector and also by increase in the conversion of milk into milk products. By2010, the value of Indian dairy produce is expected to be Rs 10,00,000 million Presently the market is valued at around Rs7,00,000mn . Background of Dairy industry Beginning in organized milk handling was mode in India with the establishment of Military Dairy Farms. Handling of milk in Co-operative Milk Unions established all over the country ‘on a small seale in the early stages, Long distance refrigerated! rail-transport of milk from Anand to Bombay since 1945, Pasteurization and bottling of milk on a large scale for organized distribution was started at Aarey (1950), Caleutta (Haringhata, 1959), Deihi (1989), Worli(1961), Madras (1963) ete. Establishment of Milk Plants under the Five-Year Plans for Dairy Developmentall over India, These were taken up with the dual object of inereasing the national level of milk consumption and ensuing better returns to the primary milk producer. Their main aim was t produce more, better and cheaper milk,Indian (traditional) Milk Products There area large variety of traditional Indian milk products such as Makkhan - unsalted buiter, Ghee - butter oil prepared by heat clarification, for longer shelf life. Kher ~a sweet mix of boiled milk, sugar afd rice. Basundi - milk and stigar boiled down till it thickens, Rabri - sweetened cream, Dahi - a type of curd, Lassi - curd mixed with water and sugar’ salt, ‘Channa/Paneer - milk mixed with lactic acid to coagulate. Khoa - evaporated milk, used as a base to produce sweet meats, ‘The market for indigenous based milk food products is difficult to estimate as most of these products are manufactured at home or in small cottage industries.catering to local areas. Consumers while purchasing dairy products look for freshness, quality, variety and convenience, Products like Dahi and sweet perishable products with a shelf life of ess than a day. These products are therefore manufactured and sold by local milk and sweet shops. There are several such small shops within the vieinity of residential areas. Consumer loyalty is built by consistent quality, taste and freshness, There are several sweetmeat shops, which have built a strong brand franchise, and have several branches located in various parts of a.city, Branding Of Traditional Milk Products Among the traditional milk products, ghee is the only product, which is currently marketed, in branded form. main ghee brands are Sagar, MilkMan (Britannia), Amul (GCMMP), Aarey (Mafeo Ltd), Vijaya (AP Dairy Development Cooperative Federation), Verka ( Punjab Dairy Cooperative), Everyday (Nestle) and Farm Fresh (Wockhardt). With increasing urbanization and changing consumer preferences, there is pos scale manufacture of indigenous milk products also. The eq have versatility and can be adapted for several products, For instance, equipments used to manufacture yogurt also can be adapted for large scale production of Indian curd products (ahi and lassi). Significant research work has been done on dairy equipments under the aegis of NDDB. Mafco Limited sells Lassi under the Aarey brand and flavoured milk under the Energee franchise (in the Western region, mainly in Mumbai). Britannia has launched flavored milk in Various flavors in tetra pucks. GCMMF has also made a beginning in branding of other traditional milk products with the launch of packaged Paneer under the Amul brand. It has also created a new umbrella brand “Amul Mithaee”, for a range of ethnic Indian sweets that are proposed to be launched The first new product Amul Mithace Gulabjamun has already been launched in major Indian markets,Western Milk Products Western milk products sueh as butter, cheese. yogurt have gained popularity in the Indian market only during the last few years. However consumption has been expanding with increasing urbanization. Butter Most Indians prefer to use horte made white butter (makkhan) for reasons of taste anid affordability. Most of the branded butter is sold in the towns auld cities, The major brands are Amul, Vijaya, Sagar, Nandini and Aarey, Amul is the leading national brand while the other players have greater shares in their local markets, The latest entrant in the burtter market has been Britannia. Britannia has the advantages of a wide distribution reach and a strong brand recall, Priced ot par with the Amuil brand, itis expected to give stiff comp existing players. In 1999-00 the butter production is estimated at 4 Jakh MT of this only 45K MT is in the white form used for table purposes rest all is in the yellow form. Cheese ‘The present market for cheese in India is estimated at about 9,000 tonnes and is growing at the rate of about 15% per annum. Cheese is tnainly consumed in the urban areas. The four metro cities alone acount for more than 50% of consumption . Mumbai is the lirzest market (accounting for 31% of cheese sold in the country), followed by Delhi (20%). Calcutta (7%) and Chennai (6%), Mumbai has a larger number of domestic consumers, compared t Delhi whore the bulk institutional segment (mainly hotels) is larger. Demand for various types of cheese in the Indian market The major players are Amul, Britannia, and Dabon International dominating the market. Other major brands were Vijaya, Verka and Nandini (all brands of various regional dairy cooperatives) and Vadital, The heavy advertising and promotions being undertaken by these ew entrants is expected to lead to strang 20% growth in the segment. Amul has also become more aggressive with launch of ew vatiants such as Mozzarella cheese (used in Pizza), clieese powder, ete. ‘The entry of new players and increased marketing activity is expected to expand the market. All the major players are expanding their capacities 10Total consumption * 0 ‘8 a a im Processed Cheese spread Monatella Flavoured /Spiced others 1% of total consumy Capacity expansion in CheeseCapacity (tons per day) sm Manufactures for Britannia Amul aviv . Capacity (tons per day) Manufactures for Britannia ‘Amul ‘Capacity (tons per day)COMPANY PROFILE Britannia Industries Limited ® eT LSTA Eat Healthy, Think Better Industry Founded Headquarters ‘Number of locations Area served Products Revenue Profit Owner Public (BSE; 50082; Bangalore, Kamataka, India 300 stores (2000) India Bakery products, including biscuits, bread, cakes and rusk, and dairy products, including milk, butter, cheese, ghee and dahi 4 278,58 billion(USS 1.2 billion) (2014) 4 21.34 billion(US$20 million) 2011) ‘Nusli Wadia Wadia Group www. britannia.co.inBRITANNIA LOGO & TAGLINE Parent Company —_ Britannia Industries Category Food Products Sector Food and Beverages Eat healthy think Better India’s very own bakery and dairy products brand that is trusted for its. qu Britannia The story of one of India's favorite brands reads almost like a fairy tale, Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295, The company we all know as Britannia today. ‘The beginnings might have been humble-the dreams were anything but, By 1910, with the advent of eleciticily, Britannia mechanized its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits” to the armed forces. As time maved on, the biscuit market continued to grow... and Britannia grew along with it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. Thefollowing year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four yeurs Inter in 1983, it crossed the Rs. 100 crores revenue mark. On the operations front, the company was making equally dynamic strides. In 1992, it celebrated its Platinui Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao” promotion further fortified the affinity consumers had with ‘Brand Britannia’. Britannia strode into the 2st C: $s iggest brands and the pre-eminent food brand of the country. It was equally recognized for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia $050 Maska-Chaska became India's most successful product launch, In 2002, Britannia’s New Business Division formed a joint venture with Fonterra, the world’s second largest Dairy Company, and Britannia New Zealand Foods Pvt, Ltd, was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia ‘One amongst the Top 200 Small Companies of the World’, and The Economic Times pegged Britannia India’s 2nd Most Trusted Brand. Today, more than a century after those tentative first steps, Britannia’s fairy tale is mot only going strong but blazing new standards, and that miniscule initial investment has grown by Jeaps and bounds to erores of rupees in wealth for Britannia’s shareholders. The company’s offerings are spread actoss the spectrum with products ranging from the healthy and economical Tiger biseuits to the more lifestyle-oriented Milkman Cheese. Having succeeded in gamering the trust of almost one-third of India's one billion population and a strong management at the helm means Britannia will continue to dream big on its path of innovation and quality. BRITANNIA DAIRY INDUSTRY Dairy India remains the largest producer and consumer of dairy, However, as in the case of other food products, Indians trail much of the world in per capita dairy consumption. This gap is getting bridged rapidly with demand growing at a faster pace than supply. Many industry 15experts opine that this is likely to cause a supply deficit in the near future. Largeness of the Dairy opportunity is visible to all; asa result the industry this year saw heightened activity with several private companies announcing entry, cooperatives expanding footprint and multinationals formally entering. While the growth in the last few years has been on account of increasing milk consumption; value added segments of dairy such as Cheese and Set Di in which your Company participates have grown at a faster pace, A range of factors will drive the growth of dairy industry going forward; i) With time available to manage houscholds declining; consumers will seek day-to-day needs in ready to consume and convenient forms. With this dairy industry which is overwhelmingly unorganized today will shift steadily towards the organized sector; ii) With increasing affluence there will be demand for the value added product; as a result dairy market will shift from basic to processed; MANAGEMENT DISCUSSION AND ANALYSIS ) Consumption of all dairy products will go up as consumers gravitate towards a more balanced diet as income levels increase, The levers of success going forward are likely to be: a) Access to quality milk as basic raw mat b) The right product value addition eapabil ©) Access to a cold chain, Britannia is recognized as one of the most trusted, valuable and popular brands among Indian consumers in various reputed surveys. We realize our responsibility to continue delivering fresh, nutritious and fun products and itis our mission to be an arm-stretel away, any time of the day. Today, Britannia is a leading food company in India with over Rs. 8500 erores in revenue, delivering products in over 5 categories through 4.2 million retail outlets to more than half the Indian population. Our core emphasis aeross portfolios is on healthy, fresh and delicious food and we are the First Zero Trans-fat Compuny in India, 50% of our product portfali with micro-nutrients, Our products are also delivered through the Brit Foundation to combat malnutrition among underprivileged children. Britannia Dairy had its beginnings in 1997. Britannia was one of the first companies in India io pioneer category defining innovations like Cream Cheese and introducing a host of international flavors for its cubes & spreads in India. Today Britannia Dairy products contribute close to 10% of the company’s revenue. Britannia markets its dairy portfolie on the back of a well integrated cold chain logistics network and reaches 3 million outlets across the length & breadth of this country,Products Bakery Products remy CUES Dairy products VISION ‘Think Of A Purpose That Spirals Forth To Create Innevations From Within T Visionary Zeal; Built On Trust And Knowledge, Has Empawered The Wadia Group In Various Business Enterprises For more Than A Century. It now promises much ‘more in the New Economy ‘To dominate the food and beverage market in India with a distinetive range of "Tasty Yet Healthy’ Britannia brands. Every third person, in India, should be a Britannia consumerMission ‘To dominate the food and beverage market in India through a profitable range of “Tasty Yet Healthy” products by making every Indian a Britannia consumer. + Tobe one of the best biscuit company: © Development of production in partnership with our customers to their specification. # Flexibility & capability to meet small & large production run Company Objectives Short-term Objective : + To improve image to shareholders, © To improve internal processes and controls. * To increase NSV and ROI. Long-term Objective : # To be the lowest-cost prodicer in the market, © To become largest volume player in the bakery industry. Quality Objectives : Reduction in customer complaints. ‘To start documentation of market retums dealer wise To empower the workmen on individual work area to ensure that only quality product fre passed on the next page of production, Continuous training for the development of human resources, To minimize the accident level. As part of the growth strategy, the company always S+try to build on the values of brand “Britannia” by aggressively pursuing tasty yet healthy offerings of mass appeal and also launching a host of affordable products, which would help rejuvenate the mother brand and drive category consumption. Goals Once the company developed their vision, mission and core values, they can then develop the goals and objectives needed to achieve your vision. Goals are general statements of what Britannia wants to achieve, So they need to be integrated with their vision. They alsa need to be integrated with their mission of how they are going to achieve their vision, improve profitabilityTo increase efficiency To capture a bigger market share To provide better customer service To improve employee training To reduce carbonPART BWORK FLOW Senior operational manager Zone Manager Project Business development manager Area Distribution Manager Assistant Area distribution Manager Area project head Senior sales officer Sales OfficerNEED RECOGNITION The buying process starts with the buyer's recognition of a problem of need. The buyer senses a difference between his actual state and desired state. INFORMATION SEARCH There are different sources from where a consumer can gather information like personal sources commercial sources, experimental sources: EVALUATION OF ALTERNATIVES After gathering information about different products the customer will be ina fuss as. to choose which product among the mainly alternatives consumer usually evaluate the alternatives on traditional basis, on the basis of utility function etc, from the many alternative consumers at last choose the best one for him. PURCHASE DECISION ‘A constimer who decides to execute purchase intention will be making up to five purchase decisions. POST PURCHASE BEHAVIOR After purchasing the product and services the consumer will experience some level of satisfaction or dissatisfaction with the product and services that will influence subsequent behavior, If consumer is satisfied he may show the probability of buying the produict the next time, satisfied customer will say good thing about the product, proving the statement that “satisfied customer's the best advertisement.” A dissatisfied customer may take some action against it. They may try to reduce the dissonance by abandoning retuming the product, Understanding consumer needs and buying process is the foundation of any company. By understanding how buyers go through problem recognition, information search evaluation of altematives, the purchase decision and post purchase behavior marketers can pick up many clues as to how to meet buyers need.A PEST analysis is used to identify the external forces affecting an organisation .This is a simple analysis of an organisations Political, Economical, Social and Technological environment. A PEST analysis incorporating legal and environmental factors is called a PESTLE analysis. Political The first element of a PEST analysis isa study of political factors. Political factors influence organisations in many ways. Political factors can create advantages and opportunities for organisations, Conversely they can place obligations and duties on organisations. Political factors which influence the Britannia areas follows:= Methodology of development of Standards Provisions of Labelling Acceptance of a basic list of additives Matters relating to GMP(Good Manufacturing Practice), GHP(Gud Health Plan) Issues related to Codex Procedure for sampling& launching of Prosecutin Grading of violations according to the nature of discrepancy. Legislation such as the minimum wage or anti discrimination laws Voluntary codes an Market regulations ‘Trade agreements, tatifTs or restrictions. Non conformance with legislative obligations can lead to sanctions such as fines, adverse publicity and imprisonment. Ineffective voluntary codes and practices will often lead to governments introducing legislation to regulate the activities covered by the codes and practices EconomicalThe second clement of a PEST analysis involves a study of economic factors.All businesses are affected by national and global economic factors. National and global interest rate and fiscal policy will be set around economic conditions. The climate of the economy dictates how consumers, suppliers and other organisational stakeholders such as suppliers and creditors behave within society.An economy undergoing recession will have hi unemployment, low spending power and low stakcholder confidence. Conversely a *pooming’ or growing, economy will have fow unemployment, high spending power and high stakeholder confidence. A Britannia will respond ta-economic conditions and stakeholder behaviour, Furthermore Britannia will need to review the impaet economic conditions are having on their competitors and respond accordingly. A truly Britannia has to be aware of economic conditions across all borders and needs to ensure that it employs strategies that protect and promote its business through economic conditions throughout the world, Social ‘The third aspect of PEST focuses its aitention on forees within society such as family, friends,colleagues, neighbours and the media: Social forees affect our attitudes, interest s and opinions. These forces shape who we are as people, the way we behave and ultimately what we purchase, For example within the UK peoples altitudes are changing towards their diet and health. As aresult the UK is seeing an increase in the number of people joining fitness elubs ‘and a niassivegrowth for the demand of organic food. Population changes also haye a direct impact on organisations. Changes in the structure of a population will affect the supply and demand of goods and services within an economy. Falling birth rates will result in decreased demand and greater competition as the number of consumers fall, In summary Britannia must be able to offer products and services that aim to complement and benefit people's lifestyle and behaviour. If Britannia do not respond to changes in society they will lose market share and demand for their product or service. Technological Unsurprisingly the fourth element of PEST is technology. as you are probably aware technological advances have greatly changed the manner in which businesses operate. Organisations use technology in many ways, they have 1. Technology infrastructure such as the intemet and other information exchange systemsincluding telephone2. Technology systems incorporating a multitude of software which help them manage their business.3. Technology hardware such as mobile phones, Blackberrys, laptops, deskiops, Bluctooth devices, photocopiers and fax machines which P7]transmit and record information. Technology has created a society which expects instant results. This technological revolution has increased the rate at which information is exchanged between stakeholders. A faster exchange of information can benefit Britannia company as they are able to react quickly to changes within their operating environment. However an ability to react quickly also creates extra pressure as businesses are expected to deliver on their promises within ever decreasing timescales. Technology will continue to evolve and impact on consumer habits and expectations,. If Britannia ignore this fact then it will definitely face extinetion,MARKETING STRATEGY Marketing is not Euclidean geometry a fixed system of concept. Rather marketin, the dynamic fields with in the management arena, The market faces continually a new challenge everyday anid companies must respond to it positively. Therefore it is not surprising that new marker idea keep surfacing to mect new market place challenges, The market process is applicable to more than goods and services. Anything related to market including ideas, events, policies, prices and personalities comes under market sttaitegy, However portant to emphasize opportunity in the market through market strategy. Following strategies adopted by the organization © A strong quality of the product and customer satisfaction: Customers always beliove in good quality product, in my survey I found that in percentage term more people is quality coriscious and not price corsctous. Customer satisfiction is very important part of the organization that at any cost they have to fu = A growing relationship with customer and customer retention: Nowadays a good relation with customer is very important for organization. Sale is totally depending on the relation with the customers. Custoiner’s retention is also a major aspect for growing business. 11 means keep the old customer and try to yuake new customer. > Focus on competitors activi Every orginization should must be careful about it's competitors step, because they ean disturb the growing sales process of the organization, A grawing emphasis on global thinking and local marketing plannia; Companies are increasing by pursuing market beyond their borders. When they enter other countries they must follow the tradition of that country and also they make plan for local market that which type of product has more elemand and how can it run in the market. * Promotional Strategy Under the market strategy promotional idea is very important. Organization provides some schemes or rebates to retailers or consumers. They make advertisement according to convenient of the people and the feature of the product.So on the basis of marketing strategy a organization runs in the market. Itis several types of which makes helpful to increase sales and turnover of the organization TARGET SEGMENT & DEFINATION |seenen People who need and consume bakery and dairy products Target Group Middle and upper middle class families, especially kids | | India’s leading manufacturer of premium quality and healthy biscuits, bakery and. Positioning dairy products .Market segmentation and selecting target market Itis 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 altitudes or buying habita, It is an approach midway between mass marketing and individual marketing. Through this the choice of distritution channels, and communicaton 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 feriilizer by Higher yield at lower cost. As companies increase the number of claims for their brand, they risk disbelief and a'loss of clear positioning. in general a company must avoid four major positioning errors. Those are under positioning over 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 ett. to satisfy the custoriers. The products has it's life cycle. The product strategies are modified in different stages of product life cycle. 4, Prices. itis the most important aspect in company's paint of view. Price of the product willbe dacided by the company according to the competitors price. 5. Place:- This plays a major role in the entire marketing system, the company emphasis on it's distribution network. Proper distribution network gives proper availability of the product. 6. Promation:- Promotion is the one of the majar 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 promotioins and public relations etc. 7. Research and Development:- after testing, the new product manager must develop a preliminary marketing strategy plan for introducing the new product in to the market. The plan consists of throe parts. The first part describes the target market's size, structure and behavior. The second part out lines the planned price, distribution strategy and marketing budget for the first year. The third part of the development describes the tong run sales and profit goais and marketing mix strategy over time.MARKETING MIX Target Market Pricy Prombtion Place Product variety _List price Sales promotion Channels Quality Discounts Advertising Coverage Design Allowances Sales forces Assortments Fealures Payment period Public relation Locations Brand name Credit terms Direct marketing Inventory Packaging Transport Sizes Services MARKET POTENTIAL Market potential of the BRITANNIA is much positive in competitive era and will sure cover the maximum market share of biscuit product. Potentiality of any product depends upon the futuristic performance of the product. it depends that how much retailers have potentiality to be permanent seller of BRITANNIA. For great potentiality itis necessary to improve those factors which are going to effect retailers. In my study I found some factors which ean help to cover great potentiality. These factors are following: * Scheme delivery should in perfect determining time, * Some places distributors not able to cover his particular area. That should be improved.Scheme facility should be regular as much as possible ‘Small pack also should be in the market. Always collect the views of retailers. It gives psychological effect on the retailers about care ness by manufacturing company These factors are very important for the organization. If company is able to improve these all factors then definitely its market share will more increase. Retailers will take more interest to sell Britannia biscuit and customer will also enjoy for it. So potentiality is very high to Britannia biscuit in positive direction.SWOT ANALYSIS L.Around 120 years in the industry India’s most trusted brand with strong brand recall 3. Wide range of bakery products like biscuits, rusks, cakes and dairy products like milk, butter, cheese, ete. 4, Strong distribution network ensuring proper availability of the products even in the remotest of areas 5.Major share in biscuits industry | 6.Marketing and advertising efficiency 7. Innovative products for health conscious people like oats and porridge, Nutri | Choice biscuits for diabetes patients, Vita Marie Gold, ete. 8. Strong presence in. rural markets Strengths 9, Products forall food and snacks segments Lower market shane in dairy segment | 2. Heavy expenditure on advertising and marketing 3.Similar products produced by many companies means high brand switching Weaknesses Lincrease in purchasing ~— power-off ~— people ~—in._—_India 2ilnerease its. share, = inthe dairy industry 3.Product line extension Opportunities | 4 fF xpansion in other countries |.Lower price offering competitors 2.Local dairies and bakeries _3.nflation can cause fall in sales and revenue Theat 4.Rise in cost of raw materialsRESEARCH OBJECTIVE & SCOPE OF THE STUDY Objectives of Project: The main objective of the Study can be listed as follows: A. Primary Objective 1. To find market size of Britannia Dairy Products in Institutional business in Chandigarh . Mohali , Zirakpur region. 2. To find the problenis faced by Institutions in Dairy purchase from Britannia and other competitors 3. To collect the information about the competitor B, Secondary Objective 1. To propose strategies for sales promotional activities to imprave Institutional selling. 2. To generate and secure consumer awareness among Institutions Scope of Project: The study carried out in Chandigarh , Mohali , Zirakpur. Project Scope 1, It gives information about the size of the retail network. 2. Ik gives information about the services given by distributor to their retailer, 3. It gives information about the competitors’ products. 4, It will serve consumer in better manner. 5. It provides suggestions to the company to improve their praducts sales 6. Itgives information about the sales promotion activities to improve the Dairy Sale RESEARCH METHODOLOGY 5.1 Research Methodology: The research was conducted from 24" May to4" Aug 2016. The research include meetings with the Institutions, It included preparation of the questionnaire to be answered by above people for knowing the competitive position of Britannia in the Institutional Dairy market. The views of parties were recorded in the research as. per the questionnaire set by us. 5.1 Research Approach: The objective wasto know the competitive position of Britannia in the Institutional milk business market thus in order to successfully conduct the research the unbiased opinion of the abave parties was desirable, Thus we conducted the research as the representative of Britannia company and sometimes the representatives of the other company like Amul or Paras in order to have an unbiased opinion of the concerned persons and it worked to achieve our goal5.1.2 Research Instrument: The research instrument was the structured questionnaire formulated for the respondents. There were also the area maps. 8.1.3 Types of Question: The second important aspect in the designing a question is to decide Which types of question are to be used. Question can be classified in various ways Questionnaire contains following type information-1, Open-ended question2, Dichotomous ce Question. Both the questionnaire consists of all three types of question, Mostly all questions are multiple type questions. Dichotomous question are few in number. There is only one open-ended type qu Questionnaire for consumers: QUESTIONNAIRE:- Name of the shop: 1) Do you know about Britanna ? Yes No 2) What are the products of Britannia you use very frequently? Dairy Products Cheese Milk Powder: Dahi Milk Butter Butter Milk 3) Do you get the Britannia Dairy Products when required? Yes No 4) Which brand's Dairy Products do you like most? Amul Mother Dairy Britannia Other(Specify).. 5) How is the taste of Britannia Dairy Products? Poor Satisfactory Excellent 6) What about the price of BritanniaDairy Products? Low Average High 7) How Is the packing of Britannia Dairy Products? Poor Good Excellent 338. Give your ratings to following attributes of Britannia Dairy Products. Very good Good Average Bad Very bad Quality Brand image Availability Packaging Price 12, Any suggestion about Britannia milk: 43. Do you stock Britannia Dairy Products? a) Yes b) No 5.1.4 Phrasing of Question: In questionnaire, | try to phrase the question in logical way. For example | arrange question in sequence as personal information, awareness data, usage data, and finally related to reason and satisfaction. 5.1.5 Sampling Plan: Sample Size: The sample size was as of 193 Institutions which includes Hospitals, Hotels and restaurants, Schools and colleges, NGOs, Offices and Companies etc Sampling Technique: A stratified sampling technique was used. A different Stratum tor different type of respondent within every stratum the respondents was selecied as per convenience basis. 5.1.6 Method of Survey Personal Interview: It is direct form of investigation, involving face-to-face communication with free feedback information. It offers a sense of participation. It is more flexible form of data collection. Use of unstructured, open-end questions is possible, Rate of refusal is low Depth interview is possible. Complex questions can beasked. The interview can have questions to secure more information. Observation approach can be combined to verify age, income, tandard information, Visual aids in the form of catalogues samples etc. can be used to gel views, opinions, and altitudes of responding InstitutionOBSERVATIONS AND FINDINGS In Institutional Users: (sweet shops, restaurants, hotels, canteens, Offices, Hospitals etc) ~ + The awareness level of Britannia dairy Products.in bulk users is around 90% but only 30% fare using Mother dairy milk, * The preference of purchasing milk by the bulk users is mainly quality, price and timely availability, The reasons for not using by the bulk users are : 1, Higher price that is not meeting the competitors rate as bulk user are very price sensitive. Other dairies are providing higher margin, 2. In case of canteens contract some of them prefer credit purchasing which is against company’s norms and policies, Customer Targeted Rate us 9 7 i ° ° 5 = m=: = Chandigarh johalt Bicokpur Total mirtesestes mNot Interested m ComplicatedCompetitors Amul mNestie ‘ Gomardhan Loe) sw betadnia CONCLUSION: Concluding observations ‘The final outcome of the project is that the parameters which hinder the sale of Dairy are Price, Quality, Service and Taste. Milk market is a totally unpredictable market and the organisation should be over-cautious of any eamplaints that come into milk as Judes the sentiments of a mother for her kid and she would not prefer to give anything to for which she is not100% satisfied, So the company shoulld take every step possible to contain these problems which in some way or the other affects the sale of Mother Dairy and its retailers, Limitations of the study Since the study is done in only region of Chandigarh Mohali , Zirakpur,these results cannot be generalised on whole North region basis. Shopkeepers also tend to hide some facts and figures duc to some reasons which can hinder the resultswe get fram this survey. Still a lot can be done to make the whale system efficient Further scope of study ‘The findings we got from this project will be of great help for the company as these findings will help the organisation for improving their system as well as DairySUGGESTION AND RECOMMENDATIONS: Britannia can cut costs for some period of time followed immediately by strong advertising. As we have seen during the research that most of institutions give most ce to the margin provided to them on milk products .As the quality and taste and availability of Britannia dairy Products. Britannia dairy Products are best in market and local Dairy give companies good margin to them, Price remains the main criteria of institutional Dairy sales. Can start schemes like cash prizes or foreign trips on seratching the barcode on the packet Locate the institutions using competitor's and provide them attractive offers to increase the market share so that at least the big competitors will not try to expand, Mergers and Acquisition in the Dairy industry with local players help the company in increasing its distribution network and Market share Efficiency in distribution Remove communication barriers and misconceptions between the Institutions and distributors by effective communication with institutions time to timeBIBLIOGRAPHY BOOKS AUTHOR TITLE PLACE OF PUBLICATION MAGAZINE AUTHOR TITLE INTERNET NAME OF SITE PHILIP KOTLER MARKETING MANAGEMENT PRENTICE HALL OF INDIA LTD. NEW DELHI MURTHY E.N. ANALYST WWW.BRITANNIA.CO. in