A Study Report On A COMPARATIVE STUDY OF WORKING STYLES OF COMPETITION COMPANIES OF ITC IN BISCUITS & CONFECTIONARY CATEGORY - COMPARATIVE STUDY

AMONG PARLE, PERFETTI, BRITANNIA & HLL.

On 24 TH JULY 2004 IN Partial fulfillment of the requirement for Summer Training project in MBA I PROGRAMME

Submitted to N.R. Institute of Business Management

Submitted by Nipun Modi

ACKNOWLEDGEMENT
At this juncture, I would like to express my sense of gratitude to all those who have helped me in successfully completion of my report on Working styles of major companies in biscuits and confectionary marketing. I am very grateful to Mr. Rahul Chakravarti Branch Manager, I T C Ltd. Ahmedabad for selecting me to undergo summer training in his esteemed organization. I would also like to thank Mr. Ashok Shah & Mr. Girish Shah (WD SURAT) for helping and guiding me as and when required in SURAT. I would also like to convey my sincere thanks to Mr. Jay Bhatt (AE), Mr. Sourabh Sharma (AE), Mr. Uttam Samtani(AE) and Mr. Bharat Mittal (AM) for giving me the corporate knowledge and sharing their experiences with me. Finally I would like to thank Mr. Natvarlal Modi (WD NAVSARI) for discussing with me the real world problems faced in the biscuits and confectionary industry. Besides all those mentioned above, I would like to express my heartiest sense of gratitude to all those who has supported me in my endeavors directly or indirectly. - Nipun Modi.

EXECUTIVE SUMMARY
The biscuits segment is one of the fastest growing industries in India at the moment. The "popular biscuits" category made up of Glucose and Marie is worth Rs 1,450-1,500 crore and is growing at 9-10 per cent yearly. The "value-added" biscuits segment comprising checkers and cookies is also growing at around 10 per cent annually. Foods industry is growing and consumers are now relying more on packaged and branded food products. Hence I T C decided to plunge in Foods Business and synergize products. The study shows that major players in biscuits and confectionary industry have classified the O/Ls., according to norms and order capturing, delivering and working norms for the field force are designed accordingly. Most of the traders surveyed ask for the trade schemes and consumer promotion goods for effective trade marketing. Displays and advertisings also play a major role in increasing the sales of these types of goods. Above all field force effectiveness and regular services drives the increase in sales tremendously. Moreover, the unbranded and low quality goods available in the market affect Biscuits and Confectionary Industry. Most of the traders learned that the retailers and consumers demand in the market plays a major role in increasing the sales of these products. The product pull strategy is more important than product push. its strengths in marketing of Foods