CHAPTER 1

INTRODUCTION TO TOPIC
The project assigned was to identify the reasons for inconsistent sales of little
hearts. Which includes the study of consumer behaviour and retailer survey in
Delhi.
To understand the project properly we should know about the marketing
research and about the market share i.e. what does exactly it means.
What is marketing research and consumer behaviour?
Marketing research is the function that links the consumer, customer, and
public to the marketer through information used to identify and define marketing
opportunities and problems generate refine and evaluates marketing action,
monitor marketing performance and improve understanding of marketing as a
process. Marketing research specifies the information required to address these
issues, designs the method for collecting information manages and implements
the data collection process analyzes and communicates the findings and their
implication.
American Marketing Association
Official definitions of marketing research

1. 1 CONSUMER BEHAVIOUR
1

Consumer behaviour studies how individuals, groups and organizations select,

buy, use and dispose of goods, services, ideas, or experiences to satisfy their
needs and desires.
Consumer behaviour can be also defined as the behaviour that a consumer
exhibits before buying the products; it includes the kind of search that a
consumer made about the product. While using the product, includes when
where and how the consumer is using the product. And after using the product,
includes post sale facilities e.g. service, repairs.
Understanding consumers and knowing consumers are never simple.
Consumers may state their needs and wants but act otherwise.
Customer behaviour study is based on consumer buying behaviour, with the
customer playing the three distinct roles of user, payer and buyer. Research has
shown that consumer behavior is difficult to predict, even for experts in the
field. customer behaviour analysis as it has a keen interest in the re-discovery of
the true meaning of marketing through the re-affirmation of the importance of
the customer or buyer.
A greater importance is also placed on consumer retention, customer relationship
management, personalisation, customisation and one-to-one marketing. Social
functions can be categorized into social choice and welfare functions.

1. 2 WADIA GROUP PROFILE

2

With the 116 years at the forefront of industry in India, the wadia group today is
broadly diversified in several diversified industries that covers textiles,
chemicals, petrochemicals, plantations foods, electronic, light engineering,
health laminates, real estates, education, consultancy.
The Wadia Group is one of the oldest conglomerates of corporate India. It was
founded by Sir Lovji Nusserwanjee Wadia in 1736. Lovji Wadia secured
contracts with the British East India Company to build ships and docks in
Bombay in 1736. This, and subsequent efforts, would result in Bombay
becoming a strategic port for the British colonial undertakings in Asia. The
Bombay dry-dock, the first dry-dock in Asia, was built by Lovji and his brother
Sorabji in 1750.
The Wadia group now consists of three independently listed companies on the
Bombay Stock Exchange (BSE). These include:[clarification needed]
1. A GoAir aircraft at Bengaluru International Airport, with pink colors.
2. Bombay Dyeing The textile flagship of India.
3. Bombay Realty - Handles the land management and development of
Wadia Group land ownings..[4]
4. Britannia Industries A company famous for its Britannia and Tiger
brands of biscuit, which are popular throughout the country. Britannia has
an estimated 38% market share.
Consistently the group of companies has become market leader in the field,
which they have entered.

1.3 FINANCIAL STRENGTH

3

The group has come to known forits sound and prudent financial track record.
Building the strong fundamentals has form the basic growth of each company,
making them the pick of Indian bourses.
Two of the groups Bombay Dying and Bombay Burma have declared
uninterrupted dividend for over a hundred years, despite several recession in the
industry.
HEALTH
Dental Products of India ltd.
Medical Microtechonologies ltd.
Instruments orthopedics.
CONSULTANCY ARCHITECTURE
Gherzi Eastern ltd.
EDUCATION
Neville Wadia Institute of management studies& research, Pune.
Nowrosjee Wadia College of arts & science, Pune.
Cusrow Wadia Institute of technology Pune.
D.G RRuparl College Mumbai.
New Law College, Mumbai.
Modern Education Societys College of Engineering, Pune.
Virtual Education Network.

FIANACIAL STATUS
PROFIT AND LOSS ACCOUNT

BALANCE SHEET

CHAPTER 2
COMPANY PROFILE
BRITANNIA INDUSTRIES LTD. PROFILE

Figure 2.1: Britannia Logo

Largest manufacture of biscuits in India product range include breads and

cakes .One of the best brand, Britannia is the largest food processing
company in Indian food processing industry.
Four production units with over 4367 employees.
Extensive all India distribution network over 600,000 out lets, making it
among the most wide spread in the industry.
Exporter of various kinds of products.
As time moved 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.
The company was making equally dynamic strides.

2. 1 HISTORY OF BISCUITS

Figure 3.2 :BRITANNIAS DAY DEC 7-1918

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on

biscuits,budo they know how biscuits began? The history of biscuits can be
traced back to a recipe created by the Roman chef Apicius, in which "a thick
paste of fine wheat flour was boiled and spread out on a plate. When it had dried
and hardened it was cut up and then fried until crisp, then served with honey and
pepper."
The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and
'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term
for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers
which, because of their low water content, were ideal food to store.
As people started to explore the globe, biscuits became the ideal travelling food
since they stayed fresh for long periods. The seafaring age, thus, witnessed the
boom of biscuits when these were sealed in airtight containers to last for months
at a time. Hard track biscuits (earliest version of the biscotti and present-day
crackers) were part of the staple diet of English and American sailors for many
9

centuries. In fact, the countries which led this seafaring charge, such as those in
Western Europe, are the ones where biscuits are most popular even today.
Biscotti is said to have been a favourite of Christopher Columbus who
discovered America!
Making good biscuits is quite an art, and history bears testimony to that. During
the 17th and 18th Centuries in Europe, baking was a carefully controlled
profession, managed through a series of 'guilds' or professional associations. To
become a baker, one had to complete years of apprenticeship - working through
the ranks of apprentice, journeyman, and finally master baker. Not only this, the
amount and quality of biscuits baked were also carefully monitored.
The English, Scotch and Dutch immigrants originally brought the first cookies
to the United States and they were called teacakes. They were often flavoured
with nothing more than the finest butter, sometimes with the addition of a few
drops of rose water. Cookies in America were also called by such names ass
"jumbles","plunkets"and"crybabies".
As technology improved during the Industrial Revolution in the 19th century, the
price of sugar and flour dropped. Chemical leavening agents, such as baking
soda, became available and a profusion of cookie recipes occurred. This led to
the development

of manufactured

cookies.

Interestingly, as time has passed and despite more varieties becoming available,
the essential ingredients of biscuits haven't changed - like 'soft' wheat flour
(which contains less protein than the flour used to bake bread) sugar, and fats,
such as butter and oil. Today, though they are known by different names the
world over, people agree on one thing nothing beats the biscuit!
Some interesting facts on the origin of other forms of biscuits: The recipe for
10

oval shaped cookies (that are also known as boudoir biscuits, sponge biscuits,
sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900
years and dates back to the house of Savoy in the 11th century France. Peter the
Great of Russia seems to have enjoyed an oval-shaped cookie called "lady
fingers"
The macaroon - a small round cookie with crisp crust and a soft interior - seems
to have originated in an Italian monastery in 1792 during the French Revolution.
SPRING-hurl-lee, have been traditional Christmas cookies in Austria and
Bavaria for centuries. They are made from a simple egg, flour and sugar dough
and are usually rectangular in shape. These cookies are made with a leavening
agent called mmonium carbonate and baking.

11

2. 2 HISTORY OF BRITANNIA INDUSTRIES

Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. In
1924, Pea Frean UK acquired a controlling stake, which later passed on to the
Associated Biscuits International (ABI) a UK based company. During the 50s
and 60s, Britannia expanded operations to Mumbai, Delhi and Chennai. Exports
of sea foods started in the 70s. In 1987, Nabisco, a well known European food
company, acquired ABI. In 1989, J M Pillai, a Singapore based NRI
businessman along with the Group DANONE acquired Asian operations of
Nabisco, thus acquiring controlling stake in Britannia. Later, Group Danone and
Nusli Wadia took over Pillais holdings.
In 1977, the Government reserved the industry for small scale sector, which
constrained Britannia's growth. Britannia adopted a strategy of engaging
contract packers (CP) in the small scale sector. This led to several inefficiencies
at the operating level. In April 97, the Government dereserved the biscuit sector
from small scale. Britannia has expanded captive manufacturing facilities and
has modernized and upgraded its facilities in the last five years. It has also
forayed into the Dairy Business with the launch of Cheese, Butter, Ghee, Dairy
whitener and flavored milk products.
Britannia strode into the 21st Century as one of India's biggest brands and the
pre-eminent food brand of the country. It was equally recognized for its
innovative approach to products and marketing: the Lagan Match was voted
India's most successful promotional activity of the year 2001 while the delicious
Britannia 50-50 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
12

2 ndMost

TrustedBrand.
Today, more than a century after those tentative first steps, Britannia's fairy tale
is not only going strong but blazing new standards, and that miniscule initial
investment has grown by leaps and bounds to crores of rupees in wealth for
Britannia's shareholders. The company's offerings are spread across the spectrum
with products ranging from the healthy and economical Tiger biscuits to the
more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the
trust of almost one-third of India's one billion populations and a strong
management at the helm means Britannia will continue to dream big on its path
of innovation and quality. And millions of consumers will savor the results,
happily ever after

13

2. 3 COMPANY OVERVIEW
The beginnings might have been humble-the dreams were anything but. By
1910, with the advent of electricity, Britannia mechanised 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 moved 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).

On the operations front, the company was making equally dynamic strides. In
1992, it celebrated its Platinum 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 21st Century as one of India's biggest brands and
the pre-eminent food brand of the country. It was equally recognised 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 50-50 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
14

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 not only going strong but blazing new standards, and that miniscule
initial investment has grown by leaps and bounds to crores of rupees in wealth
for Britannia's shareholders. The company's offerings are spread across the
spectrum with products ranging from the healthy and economical Tiger biscuits
to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering
the trust of almost one-third of India's one billion population and a strong
management at helP means Britannia will continue to dream big on its path of
innovation.

15

2. 4 OVERVIEW OF PRODUCTS
1. BRITANNIA NUTRI CHOICE OAT COOKIES:-

Figure 2.3 BRITANNIA OAT COOKIES

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly'
Essentials specially designed for people with diabetes. There's no longer a need
to avoid snacks or go hungry while traveling or at work. Britannia NutriChoice
Oat Cookies are scientifically created to suit the special lifestyle and nutrition
needs of diabetics to manage extreme swings in blood sugar. They are tasty,
crunchy and convenient option for those mid-meal pangs. In addition, the oat
fiber lowers rise in blood sugar, helps control blood cholesterol and helps you
feel satisfied and active for longer.

Benefits
NutriChoice Diabetic Friendly Oat Cookies contain a unique combination of
soluble and insoluble fibers that are reported to delay glucose absorption
preventing extreme swings in blood sugar levels. Oat soluble fiber (beta glucan)
helps control blood cholesterol by binding some of the cholesterol in the
digestive tract Oat soluble fiber helps keep you feeling fuller for longer periods
of time

16

2. VEG CAKES:Britannia Veg Cakes is every vegetarian's dream come true! 100% vegetarian
cake with all the softness and delight a cake should have. Every slice is soft and
fluffy, stuffed with real fruit bits, to give you a cake that is truly delicious, down
to the last slice. Add to this zero cholesterol and a 3 month shelf life and you
have a healthy, convenient snack to enjoy any time, anywhere.

Figure 2.4 BRITANNIA VEG CAKES

3. NUTRI CHOICE DIGESTIVE BISCUIT:Nothing can be more difficult than making small efforts in our daily life
towards healthy and active living. 24/7 we are engrossed in our busy schedules;
skipping meals, missing walks, along with inadequate sleep and frequently
eating-out, all take a heavy toll on our health.At least with the new and
improved NutriChoice Digestive Biscuit, we have one less thing to worry about.
Made with 50% whole-wheat and packed with added fibre (10% of our daily
dietary needs), these delightfully biscuits.

Figure 2.5 NUTRICHOICE BISCUITS

17

2.5 LITERATURE REVIEW

1) MARKETING:It is a societal process by which individuals and groups obtainwhat they need
and what through creating, offering and freely exchanging products and
services of value with other 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.

2) MARKETING STRATEGY
It is a set of objectives and policies that leads the companys marketing efforts.
It is the marketing approach to accomplish the bread objective of the marketing
plan. The various processes are given below:1) Selecting largest market segement
2) Positioning
3) Product
4) Place
5) Promotion
6) Research and development
7) Marketing research

3) PARENT GROUP
Britannia's controlling stake is jointly with Groupe Danone and Nusli Wadia.
Groupe Danone is one of the leading players in the world in bakery products
business. It acquired interest in Britannia Industries in 1989 and acquired
18

controlling stake in 1993..Nusli Wadia group is one of the leading industrial

houses in the country, with interests mainly in textiles and petrochemicals

2.6 Foods major - Britannia Industries (BIL),

This is one of the leading producer of biscuits and other bakery products. BIL,
has a major advantage of the interest taken by the French collaborator - Groupe
DANONE. Groupe DANONE is one of the leading players in bakery products
business. The association with Groupe DANONE has been a good technological
support to BIL. The company is jointly controlled by Groupe DANONE of
France, which is holding 22% stake and Nulsi Wadia group. Nusli Wadia is one
of the leading industrial houses in the country. Britannia enjoys a prominent
position in the industry. Over the last couple of years, it has trimmed down its
wide product portfolio and began to focus on value-added instead of low-margin
products. The company divested a range of unrelated business interests in soya
bean extraction, edible oils, export of cashew nuts and shrimp, granites and
software. The company rationalized its products portfolio by reducing the
products from 35 to around 25.In October 1999, the company has issued bonus
shares in the ratio of 1:2.Britannia is the market leader in the 1.2-million tonne
Indian biscuits industry with a 60% share. It mainly caters to the premium
segment. With the launch of Tiger brand, it has taken a plunge in the low-end
category, taking competition head on with Parle which is the leader in this
segment. The company has also diversified within dairy and bakery products to
enter the butter, cheese and ghee markets.
Britannia has built an enviable retail distribution network which services
400,000 retail outlets in 2,200 towns with the help of 2,500 distributors. The
company is aggressively expanding its network with a bias towards the rural
markets.

19

Britannia constantly expands its product portfolio to achieve its vision of

converting every third Indian into its consumer. In order to appeal to the younger
generation, the company added two new products -- Sweet Lassi and Milkman
Cold Coffee -- to its existing dairy-based drinks portfolio which includes the
`ZipSip' brand of flavoured milk.
Recently, in the ethnic food segment, the company introduced a new range of
traditional `namkeens' in Mumbai called Britannia Snacks. The new range
includes seven varieties of traditional namkeens like 'Bikaner ki Bhujia' and
'Rajasthani Alu Bhujia' in a price range of between Rs 5 and Rs 20.
In Dec. 2000, Britannia dropped its plans to enter the mineral water segment.
The move comes close on the heels of DANONE launching its own mineral
water brand, Evian, in India, through a separate wholly-owned subsidiary,
DANONE India. Groupe DANONE is globally the second-largest producer of
mineral water in the world with brands such as Evian, Volvic, Ferrarelle Badoit,
Font Vella and Aquaprima among others. The mineral water segment in India is
growing at around 50% annually and is dominated by Bisleri and Bailley.BIL,
has acquired the trade mark "QUALITY", the Chef Device and several other
trademarks owned by Quality .

20

2. 7 PLANT LOCATIONS
Britannia's plants are located in the 4 major metro cities
1) Kolkata
2) Mumbai
3) Delhi
4) Chennai
A large part of products are also outsourced from third party producers. Dairy
products are out sourced from three producers - Dynamics Dairy based in
Baramati, Maharashtra, Modern Dairy at Carnal in Haryana) and Thacker Dairy
Products at Howrah in West Bengal.

Map 2.1 PLANT LOCATIONS

21

2.8 SWOT ANALYSIS

STRENGTHS.
1. The major strength of Britannias little hearts is its uniqueness. Little
hearts is the only product of its kind. It does not have any close
competitor.
2. Introduction of little hearts in four new flavors provides the consumers
different tastes that can be consumed at different occasions.
3. Other strength includes its popularity among childrens and peoples of all
age group.

WEAKNESS
1. Weakest part of little hearts is its supply. The supply of little hearts is not
good retailers report of not getting supply for two to three months.
2. Moreover some of the retailers reports of not getting the schemes with
little hearts.

OPPORTUNITIES
1. In Delhi market areas there is a lot of scope for new retail outlet activation
in the retail segment like groceries stores, juice corners etc.
2. In the region of Delhi there are number of shopping centers still under
construction and some are to be constructed in future.
22

3. As little Hearts is the product of impulse purchase category and consumed

while people are on picnics. So New places such as p[petrol pumps should
be discovered.

THREATS
1. Due to poor supply many retailers are not satisfied with the company and
they are shifting to other products.
2. The replacement policy of company is not so good as compared to other
companies such as Priya Gold. Which makes the retailers to keep small
stock of Britannia?

2. 9 BUSINESS
23

Britannia core businesses constitute of Bakery and Dairy products. Bakery

products account for 90% of the revenues and include Biscuits, Bread and Cake
& Rusk. Dairy products contribute to 10% of Britannias annual turnover of
Rs13.38bn.
Biscuits (82.7% of turnover):- Revenues from biscuit were Rs11.07bn in
FY01. The company sold 214,214 tons of biscuits registering a volume growth
of 11% yoy. Biscuit sales in value terms registered a 13.2% yoy growth.
Britannia has a 40% volume share and 48% value market share in the organized
biscuit market. The company presently has an installed capacity of 111,000 tons
for biscuits. Production in FY01 was 59657 tons against 62034 tons in FY00.
Over 70% of biscuits sold are outsourced by the company .

Figure 2.6 VARIETIES OF BISCUITS

Over the years, Britannia has introduced and developed a full line of brands in
all segments of the biscuit market. The company's Tiger range of glucose
biscuits has been a runaway success, enabling the company to expand its
presence in the largest gluco category of the biscuit market. In salty-sweet
segment Parleys Krackjack and Britannias Fifty-Fifty compete very closely.

24

Britannias other major brands include Marie, Thin Arrowroot, Bourbon, Milkbikis, Nice, Snacks, Coconut Crunches, Pure Magic, Good Day, Jim-Jam and
Checkers. It has also launched biscuits like Vita Marigold, Nutri-Choice etc,
under the health positioning.
Bread (4.6% of turnover):-Britannias bread business has been gradually
degrading year after year. Bread sales at Rs420mn accounted for just 4.6% of
turnover in FY01, against 5.7% of turnover in FY00. The company sold 42450
tons of bread in FY01, a volume de-growth of 9.4% .

Figure 2.7 BRITANNIA BREADS

Dairy Products (9.8% if turnover):- The company's diversification into dairy

business has been fairly successful. Dairy product sales were Rs1.3bn in FY01.
The company has re-launched all its dairy products under the Milkman brand
name. New flavors like Milkman Cold Coffee and Milkman Lassie have been
launched in flavored drinks besides Milkman Chocolate Milk and Milkman
Strawberry Milk. Cheese, dairy whitener, butter and ghee are the other products
sold under the Milkman brand. Britannia outsources its dairy products from
Dynamics Dairy in Maharashtra, Modern Dairy in Haryana and Thacker Dairy
Products in West Bengal. During FY01 the company sold 13039 tons of dairy

25

products, a 50% yoy growth over 8820 tons sold in FY00. Britannia has invested
Rs58.3mn in the equit

Figure 2.8 BRITANNIA DAIRY PRODUCTS

Dynamics Dairy in FY01..The Dairy business is proposed to be divested into a

Joint Venture with the New Zealand Dairy Boards Fonterra Cooperative.
Britannia hopes to gain from the R&D support as well as access to the
international product portfolio of the JV partner.
Cake & Rusk (2% of turnover) :- Cake and Rusk sales were Rs271mn (2% of
sales) in FY01. Volume growth was 2.6% yoy with sales of 3082 tons. In value
terms, sales grew by 12% yoy.

Figure 2.9 BRITANNIA CAKES & RUSK

26

2.10 NEW PRODUCTS

1. New Britannia Milk Bikis :
Milk Bikis, the favourite growth partner of Kids, now brings greater value and
delight to all with its new product and pack design. Recently re-launched in its
existing Southern & Eastern markets, and extended across India, the new Milk
Bikis is all set to add excitement and appeal to nutritious food. Whoever said
that good food needs to look dull and boring, will just have to take a look at
Milk Bikis.
With a unique and attractive honeycomb design and an enhanced product
experience, the new biscuit prompts the Kids will love it reaction amongst
mothers. The milk goodness in the recipe is now enhanced with SMART
NUTRIENTS 4 vital vitamins, iron and iodine, proven to aid mental and
physical development in growing kids. The premium packaging, besides
appealing to kids, also ensures that the biscuits remain fresh and crisp.
So, whether its breakfast time or snack time at school, rest assured that kids will
look forward to munching these crunchy, milky biscuits which even helps in
their development. And yes, adults wont be far behind in reaching out for a
pack!

2. Treat Fruit Rollz :

All kids who have relished the yummy creamy treasures of Britannia Treat in
exciting flavors, have yet another reason to celebrate! Britannia Treat launches
the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are filled with
real fruits and provide a healthy yet mouth-watering treat to the kids. Fruit Rollz
comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy
Orange and Delicious Dates!
27

Want to know a little secret? They make the best tiffin treats! So during snack
time what better than to munch on the delicious and healthy Fruit Rollz and
discover the yummy fruit flavor from within the shells. Keeping up with
Britannia's platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy
snacking option for kids, while keeping the Moms assured about the goodness
provided by the fruit filling.
So go on and treat yourself to the lip-smacking snack!

3. NutriChoice SugarOut :
Sounds like yesterday when people commented that healthy foods meant
"compromising on the taste." NutriChoice SugarOut is the most novel product
range to have been introduced in the market. The product is not just sweet but
tastes great, and yet contains no added sugar.
This is because NutriChoice SugarOut is sweetened with "Sucralose," derived
from sugar, which provides the same sweetness as any other biscuit, without the
added calories of sugar.
This range is available in 3 delicious variants namely Litetime, Chocolate cream,
and Orange cream, targeted towards all health sensitive people. It is also relevant
for consumers with sugar related ailments.
We are sure that you will be pleasantly delighted with its great taste and equally
surprised to know that it has no added sugar.
Don't be taken for a ride when you read "Sugar Free" label on many biscuit
packs marketed in India or abroad. Even with 100% no-added sugar, wheatcereals in biscuits have their own natural sugar content. Britannia has chosen to
represent these biscuits with "No Added Sugar" claim, as there is no added sugar
in the processing of NutriChoice SugarOut.

28

4. Tiger Banana :
Britannia is committed to help secure every child's right to Growth &
Development through good food everyday. Purposefully taking forward the
credo of 'Eat Healthy, Think Better ', we have launched a new variant under our
power brand TIGER - TIGER BANANA - power packed with IRON ZOR &
and with the delightful taste of banana.
IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as
much IRON ZOR as that in 1 kg of Banana.
R&D in Britannia has spent considerable time to develop this nutritious and
delightful snack for children.
Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is
accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and
Rs.10.

5. NutriChoice 5 Grain :
Most consumers believe that to in order to stay healthy one needs to make
certain compromises on some good things in life. Whether it is missing that
extra hour of sleep over early morning exercise, or eating unappetizing foods
over that extra oil-dripping samosa. At the same time most of us agree that good
nutrition cannot come from one kind of food alone, but from a healthy
combination / assortment of several healthy ingredients put together. Britannia
NutriChoice 5 Grain Biscuits are a perfect answer to those looking for healthy
eating options without as much making a compromise on taste, or convenience,
or health.
Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully
chosen healthy cereals (Oats that help reduce bad cholesterol, Corn which
promotes heart health, Ragi a good source of both Calcium as well as Fibre, Rice
low in fat, and Wheat that provides wholesome energy). These biscuits are
delicately sweetened with natural honey, and come in a unique large oval shape.
29

It is this large size and the healthy combination of the ingredients, that make it
an ideal hunger butter for those in-between meals time hunger. Britannia
NutriChoice 5 Grain biscuit pack contains several small single serve pocket
meals packs, so that one is never far away from pacifying hunger on the move.
So whenever you miss your breakfast, or succumb to those unhealthy evening
snacks, you can relish the goodness of health with Britannia NutriChoice 5
Grain biscuits.

6. Nutrichoice Health Starter Kit :

2010 - Britannia Nutrichoice launches a New Year pack - the Nutrichoice Health
Starter Kit . Created for everyone who makes a New Year resolution to become
healthy and does not follow through on it. The Health Starter Kit contains a
range of healthy biscutis - 1 pack each of Nutrichoice Hi-Fiber Digestive,
Nutrichoice 5 Grain and Nutrichoice Nature Spice Cracker. It also has a one
week free pass to Talalkars gym that entitles every consumer to one week free
trial of any Talwalkars (TBVF ltd) gym across the country.
In addition to this the pack also contains a Fit Sip Sipper and a fitness chart. All
this for only Rs 100.

30

2.11 MANAGEMENT TEAM

31

2.12 LITTLE HEARTS

It was very recently that Britannia introduced Little Hearts to India. As the name
suggests, these biscuits are heart shaped. (Okay Maddy...that was an intelligent
piece of information!)

Figure 2.10 BRITANNIA LITTLE HEARTS

The first thing that strikes you is of course, the name! It is so different and
unusual for a pack of biscuits. Little Hearts- it may bring out the child in you, or
in some cases, the romantic in you.
Little Hearts was launched in 1993 and targeted the growing youth segment. A
completely unique product, it was the first time biscuits were retailed in pouch
packs like potato wafers. The launch message introduced a special taste
experience that made the unlikeliest characters - like Dracula and Frankenstein melt. In 1997, the 'Direct Dil Se' campaign encouraged youngsters to openly
express their feelings. And in 2003, two variants called Little Hearts Chocolate
and Little Hearts Sesame were rolled out with a campaign "Dil sabka actually
sweet hai". With Little Hearts, Britannia has tasted the sweet taste of success.

32

Little hearts comes in four different flavours.

Choco
Classic
Orange
Sesame
You open the pack and the one thing you cannot miss seeing in these biscuits is
the fantastic finishing. It is a superb example of high tech engineering. The
upper part looks more tanned and more polished. But the biscuit is not over
baked. If we say that the basic mould must be browner, then the rest of the
biscuit defies that theory. The swirling lines on the biscuit are very

attractive.

Next comes the taste. The taste is sweetish, with a tinge of saltiness. The blend is
so subtle that you just cannot resist drooling over it. Fantastic stuff!
One packet of these sugar coated biscuits is priced at Rs.10, and contains
approximately thirty piece.

33

CHAPTER 3
MARKETING STRATEGIES
3.1 MARKETING STRATEGIES OF BRITANNIA
Eat Healthy. Think Better. Buy Britannia
The 80-year-old biscuit king is reinventing itself. Britannia now wants to
become a foods giant, with the newly-added tag of health and nutrition. What's
more, with a clever formula of prices and products, it is targeting every segment
of the Indian market.
Who does not know Britannia Rules! During period of A day before the World
Cup Of Cricket 1999 began in England on May 14, 1999, one of Britannia
Industries' senior-most marketing managers was spotted at Mumbai's Sahara
International Airport-escorting a gaggle of excited children, all of them sporting
Britannia caps, Britannia T-shirts, and other assorted Britannia paraphernalia.
No, he wasn't test-positioning yet another brand of biscuits on a group of
unsuspecting young 'uns in an airport lounge. Those kids were actually some of
the 100 mega-winners of the Britannia Khao, World Cup Jao contest, being
flown off on charters to Old Blighty to watch the World Cup at Britannia's
expense. See Cricket. Sleep Cricket. Eat Only Britannia (sic!) so we can say
that, this session is more powerful to catch the customer.
The marketing strategies for any company are not about a fixed concept. Rather
it is full of new challenges every day, and the companies must respond to it very
34

positively. 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 strategy. However it is important to emphasize
opportunity in the market through market strategy.

The following strategies are basically adopted by Britannia in order to capture a

good market share.

1. A strong quality of the product and customer satisfaction:

General customers are basically concerned about the quality of product rather
than the price of the product. In our survey wefound that basically people are
first looking for the quality. If good quality is there in the product then they are
only looking for the price. But if the quality is not satisfactory they even dont
looking about the pricing of the product. In this regard Britannia always
maintained much more importance over there product quality. Thats why they
are among the very successful brand of today.

2. A growing relationship with customer and customer retention:

Now-a- days a good relation with the customer is very important for
organization. Sale is totally depending on the relation with the customers.
Customer's retention is also a major aspect for growing business. It means keep
the old customer and try to make new customer. Britannias customer
relationship management is very strong which is one of the major causes of
selling of their product continuously.

3. Focus on competitors activity:

Every organization should must be careful about it's competitors step, because
they can disturb the growing sales process of the organization. Continuous
watching over competitors strategies and development help Britannia a lot.
35

4. A growing emphasis on global thinking and local marketing

planning:
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 demand and
how can it run in the market.

5.

A growing emphasis on global thinking and local marketing

planning:
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 demand and
how can it run in the market. For Britannia different variation in their product
depending over various locations and the economic status of the people is being
very much helpful for the company.

6. 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. Sometimes Britannia comers to market with new offerings and of
course with cost benefits to the customers. Giving discounts over bulk purchase
also comes under this strategy.

36

3.2

Britannia

Industries

marketing

strategies-

Segments

Targeting, positioning and Competitors analysis.

The Marketing Mix Starategies of Britannia Industries covers the segmentation,
targeting , positioning of the Company. it gives the positioning of its competitors
along with itself in the below diagram.
SEGMENTATION
Age Group: Different products for different age groups. Fro eg. Tiger &
Treat for kids, Little hearts for youths, Good Day for elder ones, Nutrichoice for diabetic patients.
Niche Snacking segment: For those individuals who are on the go, the
company introduced small packs.
Occasions: Britannias Shubh Kaamnayein is for special occasions like
festivals.
Parle: where the entire market share is there but profit margin for
distributor is 4% and for retailers it is 10%.
TARGETING
Full Market Coverage: Britannia follows full market coverage pattern of
target market selection.
It has differentiated marketing segment pattern i.e. it operates in several
market segments and design different products for each.
Parle: Selective market specialization strategy.

37

POSITIONING
With Eat Healthy, Think Better. Britannia positions itself as a healthy and
nutritious alternative.
As the project was to identify the reasons for inconsistent sales of little hearts,
which includes the study of consumer behaviour and retailer survey. The
question arises why company need this kind of project. The main harms to the
company from inconsistent sales.

3.3 DISTRIBUTION NETWORK OF BRITANNIA

Britannia has 4 production or manufacturing outlets which are in Delhi Calcutta
Chennai Rudrapur in Uttaranchal Gwalior which are owned by Britannia and
employees more than 4400 people Besides its self owned units Britannia also
uses the facility of more than 60 contract points for biscuits breads cakes etc
where in the labour used for manufacturing is not owned by Britannia but the
technology and raw materials are provided by Britannia itself
In this project we are analyzing the distribution network for Britannia biscuits
for Delhi The first rung in the distribution network for Britannia is the transport
of the goods from the manufacturing plants in Delhi to the 2 CFA s carrying and
forwarding agents located at Neb Sarai and the other one at Mundka mother
depot.
The CFA maintain the inventory on behalf of the company and when the goods
are supplied from Britannia to the CFA s it is not considered a sale but a transfer
and therefore there is no change in ownership CFA gets commission on the basis
of transaction ie on no of boxes held in the inventory CFA has to bear labour
cost and his godown cost The cost of transport from the company to CFA is born

38

by Britannia itself And the cost of transport from the CFA to distributor is also
borne by Britannia only.
One of the reason that Britannia uses the facility for CFA is that because of its
wide spread sales all over India and with one production unit not manufacturing
all the variety itself so through the channel CFA Britannia manages to save a lot
of behalf of not having to pay central sales tax 4 So therefore for example if 50
50 is manufactured only in Calcutta than it can be sent to the CFA in Delhi as
well as other state CFA without having to pay 4 CST.
The second rung in the distribution network for Britannia are the authorized
distributors and authorized wholesalers as termed by a company rep In total
there are 54 authorized distributors in Delhi and NCR Britannia does not
incorporate stockist in its distribution network because of the large number of
distributors already present in the network which are sufficient to cover the wide
regions Distributors have their own sales force labour transportation facility
Each salesperson allowed covering max of 40 outlets every day. The reason is
that it is felt that it is not within human capacity to cover more than 40 outlets a
day and if done so then the salesperson might be exhausted enough and not
spend enough time on each counter required by him for building up relations
with the shopkeeper.
Distributors salesperson is the one who takes orders from the retailer and
wholesaler He goes once a week to all the retailers and wholesalers in his
territory to take the orders and gives that order to the distributor Distributor
assesses his stock situation and all short stock is ordered to the CFA keeping in
mind the minimum order limits.
The areas for the Distributors are divided in such a manner to prevent
overlapping if overlapping is found then penalty ranging from Rs11000 Rs
39

21000 can be charged to that particular distributor Max 04 of the total invoice
bill of the distributor is allowed as replacement by the company.
The distributor is also given a certain amount of monthly sales target by
Britannia The cost of transport from the distributor to the retailer wholesaler is
borne by the distributor itself Distributors sell mainly in cash and it is very rare
to have credit sales and that also for those who have a long term relationship
with the distributor The margin for the authorized distributor is of approximately
455 and after expenses like labor transportation etc he is left with a margin of
2225.
In case of selling to wholesaler distributor passes on 1 of his margin to the
wholesaler This is done by giving the wholesaler a discount on the billing rate
Billing rate is the rate at which the distributor sells to the retailer To illustrate
this better we can take this example
Suppose the distributor obtains a packet of Britannia 50 50 from the CFA at a
price of Rs 585 so now for selling it to the wholesaler he will add only a 4
margin and pass the 1 of his margin to the wholesaler that is 585 458.
Practically this is done by giving the wholesaler a discount of 1 on the billing
rate i e 6 around 6 paisa And in case of selling to the retailer the distributor will
take a complete 5 and sell to retailer at 5 of 5 Rs 61.
The third channel member is the wholesaler The wholesalers are supplied
directly by the distributor He gets the discounts as well as the schemes The
wholesaler not only keeps the other competing biscuits brands but also
complementary products like chips namkeens etc the wholesalers are basically
located in places like chawri bazaar kharibaoli sadar bazaar and other local
wholesale markets like janakpuri wholesale market uttamnagar wholesale
market, etc.
40

The margin for the wholesaler is the 1 2 passed to him by the distributor He gets
this margin because of his bulk purchases This margin can vary depending on
the quantity purchased by the wholesaler and his bargaining power that depends
on how critical he is for the company This margin can well go up to 2 5 of the
billing rate in some cases..
Huge margins are passed on to the wholesalers when the distributor is in need of
cash to make payments to the co to get further stock The wholesalers demands
higher margins because they pay in cash huge amounts and hence charge
opportunity cost of that money or the interest Distributor does that because of
two reasons :
He needs cash to make payments to the company before ordering new
stock his stock gets sold and hence.
He meets the turnover obligations.
Taking the above example the wholesaler gets the packet of 50 50 for Rs 6.08
from the distributor and adds his 1 and sells to the retailer at 14.
One of the very interesting things that we noticed in the dealings of the
wholesalers was a pricing technique called undercutting that was used by the
wholesalers Under this the wholesaler who gets 115 discount or margin from
the distributor keeps only a 051 margin with himself and forwards the rest of
051 margin to the retailer.
And also any additional scheme that the distributor passes on to the wholesaler
is passed by the wholesaler to the retailer either partially or fully in terms of
price reductions Since the retailer gets an additional 1 discount from the
wholesaler he prefers buying it from the wholesaler rather than buying from the
distributor at the normal billing rate. This phenomenon is known as undercutting
41

by the wholesaler This kind of situation is worse for the company salesman
because he cannot get orders at the billing rate from the retailer.
Company sometimes tackles this situation by giving some additional schemes to
the retailers that are not given to the wholesaler hence prompting the retailer to
buy from the company salesman rather than the wholesaler.
Loreal s solution to wholesaler s undercutting was that it started supplying only
to the retailers at the billing rate and ceased the supply to the wholesalers.
The fourth and the most important link of the distribution network is the retailer
The retailers get their supply either from the distributor or the wholesaler This
distinction comes due to the size of the retailer The big established retailers are
provided with the supplies by the distributors It is a downward flow They place
their order with the distributor and are then supplied once a week or twice a
week depending on their orders and their turnovers.
Whereas the small retailers pan hawker etc go to the wholesalers and buy small
quantity s from them and this is an upward flow and not belonging to the
original distribution flow which is downward moving The retailer sells at a
margin of minimum 12 and maximum 22 on one piece.
Taking the above example again suppose the retailer gets a packet of 50 50 from
the distributor for Rs.14 and now he adds his 14 margin and sells to the final
consumer for Rs.20
The final consumer now gets this pack of 50 50 for Rs.7

42

3.4 MODERN TRADE CHAIN :

Today apart from the normal small retailer there is a trend of food super stores
like big bazaar that keep almost each food item apart from others These
superstores can not be covered by the usual distribution network Therefore there
is a separate distribution network that covers these super stores institutions like
colleges schools hospitals railway stations etc.
Under this network the CFA is the same like the one for the company s main
distribution network but generally there is a separate distributor appointed who
caters only to these super stores and institutions He takes care of these
institutions and the price charged is different for them This distribution network
is called the modern trade chain In the modern trade chain like the modern
bazaar the margins of the store are determined on the basis of the shelf space
they allocate for the Britannia and where exactly is this shelf space allocated
like at the entry of the store in the range of the eyes or in the upper most or the
lower most shelf The bargaining power of the store is also determined by the
quantity of the order and the fame of the store.
Display commission or margins is a major source of revenue for the modern
bazaars Since the modern bazaars do not buy quantity in bulk vis a vis
wholesalers and have a high turnover they require a regular and frequent supply
Due to this reason the company generally assigns the task of supplying to them
using separate distribution network But sometimes the same distributors that are
supplying through the normal channel can also be used when the demand
expected is not significant to assign a separate channel Britannia s Weaknesses.

3.5 INVENTORY MANAGEMENT :

43

Britannia has a large variety of biscuits and this variety brings with it the
problem of inventory management Britannia does not give its salespersons PDA
s and the distributors are also not too tech savvy vis a vis the Hindustan Lever
Distributors Due to this various problems arise which lead to situation of stock
outs with the distributors and CFA s It leads to bulging costs of the company
which has to provide all the necessary requirements of distributor from the CFA
that could have been met from another distributor.
Improvement in distribution channel Continuous Replenishment System CRS
should be brought in so that when distributors enters his closing and opening
stock of each variety then automatically company will come to know which
variety has to be supplied to each distributor According to norms set by the
company distributor has to keep minimum quantity of each variety This system
will help in saving time reduce order taking mistakes and reduce dependence on
manpower At present this system is only partially used as some distributors still
place their orders with company on telephone or to Territory sales in charge This
will also help in proper inventory management by this system mother depots
will easily come to know the requirement of each variety depending upon
distributor sales.
The company can benefit from proper inventory management by using this CRS
system The stocks to the distributor who needs particular variety can be supplied
to him from the other distributor s godown who has excess stock of that
particular variety of biscuits Hence saving on the time and cost and preventing
revenue losses simultaneously.
It was found that there was a delay in production cycle and all the varieties does
not reach on time with mother depots which leads to loss of revenue Less variety
with the retailers.

44

The retailers only keep a selected stock of biscuits with them only the ones
which command a high demand Biscuits are a product that requires high trial
and this cannot be possible if the variety is not available at the nearby retailer.
Company should induce the distributor by giving him good incentives in order
to push all the varieties Along with that company should take further initiatives
to popularize different varieties. They should ensure that the retailer keeps as
much variety as possible and include in the kitty less popular biscuits like
nicetime milkbikies etc.

No Periodic Meetings with Distributors :

It was found that distributors meeting with company members rarely takes place
More frequent meetings should be held which will help in knowing the need of
retailers and hence customers need

STRENGTH :
Their strong distribution channel that gives them wide market coverage
Availability of Britannia biscuits everywhere from small pan shop to big bazaar
vast market coverage by distributors makes its distribution channel stronger This
uniqueness would also help in distributing newly launched product new category
like if Britannia ventures into production of toiletries as both products are non
durable and they need market penetration by its distribution channel which
Britannia already has
Strong relationship with distributors and the retailers that can be leveraged upon
at the time of introduction of new products:
DISTRIBUTOR
CARRYING AND FORWARDING AGENT
FACTORY OUTLET
WHOLESALER
45

3. 6 STRATEGIES TO MAKE OFFERINGS

It has been two years since Britannia Industries started marketing its products
with the new slogan Zindagi mein life. The change has worked with its
millions of Indian consumers, who are getting more health-conscious by the day,
believing in the brand, trusting its promise of health and accepting innovations
from the company. From making its products trans fat-free (it is the only biscuit
maker in India which has done so) to increasingly dabbling with newer
categories like bread, dairy and rusk (the company still earns 90% of its
revenues from biscuit sales), the brands efforts is only getting recognised more
each passing day. [No wonder Bill Gates counted Britannias fortified products
amongst the 8 initiatives that he called examples of Creative Capitalism.]
Forget the punchline, even when you compare Britannias menu with that of its
competitors, the brand stands out as a healthier snacking opportunity common
knowledge, but an important one for someone like Anuradha Narasimhan,
Category Director Health & Wellness, Britannia Industries Ltd., who leads the
health marketing initiatives for the company. In an interview with 4Ps B&M, a
calm Narasimhan talks about her latest, big bet on innovation on the Nutrichoice
brand platform, the new marketing initiatives adopted by her, and the emerging
trends in health & wellness category in India.
You claim that there is no real competition to Britannia in the health & wellness
category in India. This absence of an adequate number of brands is something
positive for your company, but not so for the category in India. Do you agree?
46

Despite the quick growth that the health category in India is experiencing, it is
still at a very nascent stage. And given this, yes, because we had a first mover
advantage, there is no real competition to the Britannia brand in the Indian
market today. The good news is that there are several health brands who are
trying to cash-in on the opportunity and this is just the beginning. I believe that
consumer awareness and health products will only grow with more brands
entering the market. So, the category will grow, we will have competition, and
were both ready & happy about it.
According to report by FICCI and Technopak, the Indian food industry is
estimated to grow to Rs.15 trillion by 2015. That outcome appears encouraging.
However, challenges in a nascent industry are natural. What is the biggest one
that you face today?
The number one challenge in the Health & Wellness category is to be able to
make our offerings relevant and everyday in the lives of our consumers. The
problem is two-fold. One, there is low awareness or inertia to move over to
something healthier. Second, consumer barriers exist both in terms of taste and
enjoyability of health-related products. So, to tackle these challenges, what we
are doing is try and ensure that our products are not only great to taste but also
relevant for our consumers.
There is much talk about Britannia primarily being a biscuit-maker with a
quieter presence in other categories. Does that trouble you?
The health & wellness category in India is very diverse and includes categories
spanning from health drinks to dairy to health biscuits to breakfast cereals. It is
roughly estimated between Rs.3,000-3,500 crore. If you talk about biscuits, the
product category itself is a Rs.15,000 crore-a-year earning category. Given that,
facts like Britannia commands 70% of the biscuit market or that a large part of
our revenues come from this huge category, do not bother us. And we do believe
47

that launches like NutriChoice Multigrain Thins and Multigrain Roasty should
help us increase our share in the biscuit category. However, today, our focus is to
grow the overall health & wellness category.
So you mean that Britannia is very serious about the health & wellness category
as a whole?
Certainly. Britannias topline has grown by around 20% over the past 3-4 years.
And health & wellness has been an important engine of growth for us. If I can
predict the future, we will continue to grow faster than overall category, purely
on account of value delivery and differentiation that Britannia has and will
continue to deliver through the quality of its products and marketing. Till date, a
portfolio of differentiated brands that are trusted by consumers, and a strong
focus on operational excellence and efficiency, has been the right formula for us.
And this will continue to fuel our growth in future as well.
Britannia Nutrichoice has become a best-seller in the health biscuits category.
What mix of marketing really made the brand?
The biscuits category is growing annually by 15% and the health biscuits
category at about 30%. So it is a lucrative space to be in. The success of
NutriChoice lies in Product first. Our consumers experience the difference. Of
course, this needs to be supported by a great presence at the Point of Purchase
and a communication strategy that generates a widespread interest in healthy
eating habits and leads to trial and adoption by many.
In January, you introduced two new products NutriChoice Multigrain Thins &
NutriChoice Multigrain Roasty. What is the rationale behind the brand
extension?
We realised that salty snacking is another desire-plus-consumption point for
Indians. Traditional Indian namkeens are now a part of our lives. While on one
hand, consumers want these snacks, on the other, they have realised that these
48

are fried and unhealthy. NutriChoice Multigrain Thins and NutriChoice

Multigrain Roasty have been launched keeping this need in mind.
A steep rise in marketing activity and ad-spends have been noticed post these
two new launches. Is that right?
Every new launch needs incremental support depending on ambition and
objectives. For example, to promote NutriChoice Multigrain Thins, we even ran
a teaser campaign on the Internet called Hunt for the True Snexy. Our goal at
the end of the campaign is to carry forward the conversation on healthy
snacking. Over the years, Britannias strategy has been to build brands and that
applies to these two new launches as well. And though only NutriChoice
Multigrain Thins has been launched pan-India [NutriChoice Multigrain Roasty
is being test-launched only in select cities of North & West India], we realise
that the launches need the support of ads and marketing.
What according to you are the emerging trends in the health & wellness category
in India?
As lifestyles get more hectic, and the meaning of main meals become more and
more diffused, the trend of marrying convenience with health and enjoyment
will continue to grow. One is already seeing proof of this. Look at how the
categories of breakfast cereals and juices are growing. Also, look at how oats has
entered the middle-class households in Southern India and the metros.
Experiments in this category will continue.

49

3.7 Flow chart of various activities performed in a sequential

manner to do the project efficiently.

Prepared a questionnaire for consumer

survey and few questions for retailer
survey.

Discussion of the Questionnaire with the

sales manager.

Collection of the Data and analysis.

Presentation of the results in front of

the sales manager.

50

CHAPTER 4
RESARCH METHODOGLOGY
4. 1 The objectives of research methodology:
1. Give credibility to a claim or belief
2. validity of research
3. Help the writer to spot the result of the data analysis without going
through the works of interpreting the research analysis
4. Help one to know the research paper rubric grading for the assignment
5. Leads to discovery and inventions; most scientific discoveries happened
through this pattern
6. The use of statistical analysis like ANOVA, market analysis, descriptive
etc helps to give answers to research queries, like the one above
7. Give the readers an idea on what devises are good for a particular data.
8. Development of an approach to the problem.
9. To develop a research design for formulation of the approach.
10. For making the decision

4.2 Steps In Research Methodology :

1. Gather

the

information

from

libraries,

journals,

survey,

poll,

questionnaires, interviews, internet, etc

2. Make a sample design for classification
3. Subject the samples to statistical analysis like questionnaire, or the type
that best suits your purpose
4. Present the result in a comprehensive form for readers to read and
understand.
Under objectives for research approach are often meant inductive and deductive
approaches. The first one is frequently called bottom up approach, as it works
51

moving from specific observations to broader ideas or generalizations. As a rule,

this way of reasoning involves some degree of uncertainty. Deductive approach
starts with some general idea and then focus on the specific notion. Deductive
reasoning is applied for rules, laws and accepted principles. Inductive reasoning
is applied to consider inductive arguments.

4. 3 The scope of research methodology are as follows:1. Marketting research: Marketing Research is the function that links
the consumer, customer and public to the marketer through informationinformation used to identify and define marketing opportunities and
problems, generate, refine and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a
process.

2. Operational research: Application of mathematical (quantitative)

techniques to decision making. In OR, a problem is first clearly defined
and represented (modeled) as a set of mathematical equations. It is then
subjected to rigorous computer analysis to yield a solution (or a better
solution) which is tested and re-tested against real-life situations until an
optimum solution is found. OR applies different approaches to different
types of problems: dynamic programming, linear programming, and
critical path method are used in handling complex information in
allocation of resources, inventory control, and in determining economic
reorder quantity; forecasting and simulation techniques such as Monte
Carlo method are used in situations of high uncertainty such as market
trends, next period's sales revenue, and traffic

52

3. Motivational research: Motivation research consists of the use of

indirect methods, the beneath the skin approach. An unconscious mental
state means a state which, though actually unconscious was conscious
before and hence may become conscious again. The renowned psychiatrist
Dr. Sigmund Freud was pioneer in this field. He specialized in the
treatment of illness based on long buried trauma. He formed the belief that
the impression, sights and desires that were suppressed into the
unconscious mind had a direct and important influence on our behavior.
He was of the view that all such impression buried in the sub-conscious
mind had to be dredged out in order that persons could understand what it
was that made him so. It was the depth interview'.
4. Simulation research: The use of a mathematical model to recreate a
situation, often repeatedly, so that the likelihood of various outcomes can
be more accurately estimated. Simulation is a very flexible modelling
approach, which makes it one of
5. the most widely used Operational Research techniques. The approach
taken is to model the behaviour of individual elements within the system,
often using random sampling to generate realistic variability.

4.4 METHODS OF DATA COLLECTION PRIMARY AND

SECONDARY DATA
53

1. PRIMARY DATA: Primary data are also known as raw data. Data are
collected from the original source in a controlled or an uncontrolled
environment. Example of a controlled environment are experimental
research where certain variables are being controlled by the researcher. On
the other hand, data collected through observation or questionnaire survey
in a natural setting are examples data obtained in an uncontrolled
environment.
Sources of data primary data collection method:
Interviews: Interviews are one-on-one or small group question and answer
sessions. Interviews will provide a lot of information from a small number of
people and are useful when you want to get an expert or knowledgeable opinion
on a subject. Interviews:
1. Face -to -face interviews have a distinct advantage of enabling the
researcher to establish rapport with potential partiocipants and therefor
gain their cooperation.These interviews yield highest response rates in
survey research.They also allow the researcher to clarify ambiguous
answers

and

when

appropriate,

seek

follow-up

information.

Disadvantages include impractical when large samples are involved time

consuming and expensive.(Leedy and Ormrod, 2001)
2. Telephone interviews are less time consuming and less expensive and the
researcher has ready access to anyone on the planet who hasa
telephone.Disadvantages are that the response rate is not as high as the
face-to- face interview but cosiderably higher than the mailed
questionnaire.The sample may be biased to the extent that people without
phones are part of the population about whom the researcher wants to
draw inferences.
Surveys: Surveys are a form of questioning that is more rigid than interviews
and that involve larger groups of people. Surveys will provide a limited amount
of information from a large group of people and are useful when you want to
learn what a larger population thinks.
54

Questionnaires:
Paper-pencil-questionnaires: These can be sent to a large number of people
and saves the researcher time and money.People are more truthful while
responding to the questionnaires regarding controversial issues in particular due
to the fact that their responses are anonymous. But they also have
drawbacks.Majority of the people who receive questionnaires don't return them
and those who do might not be representative of the originally selected sample.
Web based questionnaires: A new and inevitably growing methodology is the
use of Internet based research. This would mean receiving an e-mail on which
you would click on an address that would take you to a secure web-site to fill in
a questionnaire. This type of research is often quicker and less detailed.Some
disadvantages of this method include the exclusion of people who do not have a
computer or are unable to access a computer.Also the validity of such surveys
are in question as people might be in a hurry to complete it and so might not
give accurate responses.
Questionnaires often make use of Checklist and rating scales.These devices help
simplify and quantify people's behaviors and attitudes.A checklist is a list of
behaviors,characteristics,or other entities that te researcher is looking for.Either
the researcher or survey participant simply checks whether each item on the list
is observed, present or true or vice versa.A rating scale is more useful when a
behavior needs to be evaluated on a continuum.They are also known as Likert
scales.

Types of questions:
1. Open ended questions: Unstructured question in which (unlike in a
multiple choice question) possible answers are not suggested, and the
respondent answers it in his or her own words. Such questions usually
55

begin with a how, what, when, where, and why (such as "What factors you
take into account when buying a vehicle?" or "In your opinion, what is the
reasonable price for this item?") and provide qualitative instead of
quantitative information.
2. Close ended questions: That provides a set of answers from which the
respondent must choose. Multiple choice questions are closed questions.
Also called closed-ended question.
The method used in this project is CLOSE ENDED QUESTIONS.

Observations: Observations involve taking organized notes about occurrences

in the world. Observations provide you insight about specific people, events, or
locales and are useful when you want to learn more about an event without the
biased viewpoint of an interview.
Observation is a process of recording the behaviour patterns of people, objects,
and occurrences without questioning or communicating with them. Observation
can take the place in a laboratory setting or in a natural setting. Generally there
are two ways to conduct observation, namely non-participative observation and
participative observation.
The researcher in non-participative observation does not involve in the activities
of the people being observed. He or she merely record whatever happens among
the people , including their actions and their behaviour, and anything worth
recording. On the one hand, the researcher in a participative observation
involves fully with the people being observed, with the objective of trying to
understand the values, motives and practices of those being researched.
The main advantage of observation as compared to questionnaire survey is you
can obtain richer and more in-depth information. You can able to catch
phenomena, characteristics, activities and other things impossible to detect by
questionnaire survey . However,there are some weaknesses associated with
observation method as shown below:
1. Cannot control variables in the natural setting
56

2. Researcher own values and ethics might affect his objectivity and give
rise to observer bias
3. Failure to observe some activities due to distractions.

2. Secondary Data: Secondary data, is data collected by someone other

than the user. Common sources of secondary data for social science include
censuses, organisational records and data collected through qualitative
methodologies or qualitative research.

Sources of Secondary Data:

While primary data can be collected through questionnaires, depth interview,
focus group interviews, case studies, experimentation and observation; The
secondary data can be obtained through
1. Internal Sources - These are within the organization.
2. External Sources - These are outside the organization.

Internal Sources of Data:

If available, internal secondary data may be obtained with less time, effort and
money than the external secondary data. In addition, they may also be more
pertinent to the situation at hand since they are from within the organization. The
internal sources include
1. Accounting resources- This gives so much information which can be used
by the marketing researcher. They give information about internal factors.
2. Sales Force Report- It gives information about the sale of a product. The
information provided is of outside the organization.
3. Internal Experts- These are people who are heading the various
departments. They can give an idea of how a particular thing is working
4. Miscellaneous Reports- These are what information you are getting from
operational reports.

57

If the data available within the organization are unsuitable or inadequate, the
marketer should extend the search to external secondary data sources.

External Sources of Data:

External Sources are sources which are outside the company in a larger
environment. Collection of external data is more difficult because the data have
much greater variety and the sources are much more numerous.

4.5 Sample Size and Area

All the data presented here is collected directly from the consumers & retailers
survey. Whole data is primary as well as secondary.
SAMPLE SIZE:
The consumer survey of 150 consumers and 200 retailers is done. For the
consumers survey a questionnaire was prepared and data collected from various
shopping malls, picnic spots, and houses are visited.
Retailer survey is carried out in whole Delhi. For retailer survey whole Delhi
was divided into four parts and data was collected equally from these parts. The
retailer survey was based on simple conversation with the retailers about the
problems with little hearts.

SAMPLE AREA:
The whole survey was taken in Delhi. The area where the whole survey was
taken are:
1. Tilak nagar.
2. Moti nagar.
3. Rajouri garden.
58

4. Kirti nagar
5. Karol bagh
6. Canaught place
7. Rohini
8. Preet vihar
9. Lajpat nagar

59

Table 6.1 Retailers Surveyed

Number of retailers
Place
Moti nagar
Tilak nagar
Rajori garden
Kirti nagar
Karol bagh
Rohani sector 8
Rohani sector 12
Pritam pura
Central market
Ashok vihar
R.K Puram sector 5,

surveyed
12
5
8
10
9
8
10
7
15
10
15

8 & 12
Lakshmi nagar
Preet vihar
Lajpat nagar
Moti bagh
South Extension
Pashchim vihar
Model town 1 & 2
Salimar garden
Nariana

15
8
12
10
7
10
12
8
9

CHAPTER 5
DATA ANALYSIS AND INTERPRETATION
Factors responsible for inconsistent sale of little hearts are analyzed under the
following heads.
A. Consumer survey (Study of consumer behavior).
60

B. Retailer survey.

5. 1 CONSUMER BEHAVIOR
Consumer behavior is the behavior that a consumer exhibits before buying a
product, while using the product and after using the product. So consumer
behavior plays important role in influencing the demand of a product. Consumer
behavior is unpredictable it can be predicted if we know the eating habits of the
consumers. To study the consumer behavior for little hearts following points are
studied.
Consumer behaviour is the study of individuals, groups, or organizations and the
processes they use to select, secure, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have
on the consumer and society.

5.2 BRAND AWARENESS

A Brand is a name, term, sign, symbol, or a combination of them, intended to
identify the goods or services of one seller or group of sellers and to differentiate
them from those of competitors.
A brand is essentially a sellers promise to consistently deliver a specific set of
features, benefits and services to the buyers. The best brands convey a warranty
of quality.
61

To study the brand awareness for little hearts, 160 people were asked that
whether they know about little hearts or not?
Out of 160 people surveyed, 150 were found aware of little hearts. That means
93.75% people were aware of little hearts and only 6.25% were not. From the
above analyses we can say that little hearts have good brand awareness.

5.3 DATA ANALYSIS

1. FREQUENCY OF CONSUMPTION OF LITTLE HEARTS.
The sale of a product is very much influenced by the frequency of consumption
of that product. If the frequency of consumption is regular, then the sales
increase consistently with addition of new consumers.
To study the kind of consumers for little hearts whether regular or occasional
survey of 150 consumers is done and following data is recorded.

Table 5.1 Survey of 150 Consumers

Regular

64

consumers
Occasional

86

Consumers
Total consumers 150
surveyed
62

100
80
60
40
20
0
regular consumers

occasional consumers

Graph 5.1 Survey of 150 Consumers

As the regular consumers of little hearts are only 42.66% and occasional
consumers are 57.33% this causes inconsistent sales.
Reasons for higher occasional consumer purchase for little hearts are: 1. People do not have the habit of consuming biscuits daily.
2. People avoid sweetness because of fear of health problems.
3. People find it expensive so it cannot be consumed regularly.

2.INFORMATION SOURCE FOR LITTLE HEARTS

In biscuits industry the demand of a product very much depends on
advertisement. It is the only source that motivates a consumer to purchase a
particular product. So here an attempt is made to find out the most effective
media for little hearts.
Out of 150 consumers surveyed
63

Table 5.2 Information Source For Little Hearts

64

TV

138

ADVERTISEMENTS

BOARDS

RETAILERS

FRIENDS
BOTH TV &

RETAILERS

BOTH TV &

BOARDS
TOTAL

150

CONSUMERS
SURVEYED

65

Figure 5.1 Information Source For Little Hearts

TV Plays an important role in promoting little hearts. 92% consumers are

motivated through TV advertisements, 4.6% through Boards, 3.3% are through
Retailers, 3% through both Retailers and TV ads, and 2.1% through TV &
Boards.
So from the above analysis we can say that TV & boards are playing important
role in promoting little hearts.

66

3.RELATION BETWEEN DEMAND FOR LITTLE HEARTS

AND CONSUMER AGE.

Figure 5.2 BRITANNIA LITTLE HEARTS

Every product has a target age group consumers and it is positioned according to
that. To study the target age for Little Hearts a question was asked, whether they
purchase little hearts for there family or not. If yes then which age group
demands more for little hearts.

Out of 150consumers surveyed: 76% said Yes purchase for family.

24% said do not purchase for family.

67

4.PURCHASE FOR FAMILY

Graph 5.2 PURCHASE FOR FAMILY

Out of 76%, who purchase little hearts for their family, they purchase little
hearts for following age group.
Table 5.3 DISTRIBUTION ACCORDING TO AGE
AGE

GROUP NO

(YEARS)
5-10

PEOPLE
48

10-18

50

18-25

14

25 ONWARDS

68

OF

Graph 5.3 DISTRIBUTION ACCORDING TO AGE

From the above analysis it can be said that jointly 5-18 (5-10 & 10-18) is the
target age group for little hearts. So the advertisement and promotional activities
should be according to this age group.

69

5.LITTLE HEARTS AS BISCUITS OR SNACKS LIKE CHIPS?

Little Hearts is a product whose packing, size, shape and crunchiness makes it
look like chips. When people were asked how they view little hearts as biscuit or
chips? the following results were recorded.
Out of 150 consumers surveyed
112 consumers i.e. 56% views little hearts as biscuits &
88 consumers i.e. 44%views little hearts as chips.

biscuits

chips

Figure 5.3 LITTLE HEARTS AS BISCUITS OR SNACKS LIKE CHIPS?

70

6.KIND OF PURCHASE FOR LITTLE HEARTS

To study the purchase category of little heats whether planned or impulse a
question was asked in the questionnaire that , what kind of purchase they make
of little hearts?
Following results were recorded.
PLANED

69

PURCHASERS
IMPULSIVE

81

PURCHASERS
TOTAL

150

Table 7.4 KIND OF PURCHASE FOR LITTLE HEARTS

Figure 5.4 KIND OF PURCHASE FOR LITTLE HEARTS

So from the above analysis we can say that little hearts is more in impulse
purchase category . as we know products of impulse purchase category needs
very heavy advertisement.

71

7.CHANGE IN THE CONSUMPTION OF THE LITTLE

HEARTS.
When people were asked whether they have recorded any change in their
consumption of little hearts by last 3-4 months or not.
Following results were recorded.
Out of 150 consumers surveyed:No Change

Increased

Decreased

93

38

19

Table 5.5 Change in the Consumption of Little Herats

Graph 5.4 Change in the Consumption of Little Herats

So we find that the majority of consumers 62%, has recorded no change

consumption of little hearts. Only 25% consumers as per survey have recorded
increase and 13% consumers has recorded decrease in the consumption of little
hearts.

72

B. RETAILERS SURVEY
In biscuit industry, due to Brand clutter there is very tough competition and very
less product differentiation. The consumer leaves his decision on the retailer.
Now days consumer simply asks the retailer for a sweet or salty biscuit. It is up
to the retailer which product he offers, so the retailer is king in biscuit industry.
In retailer survey an attempt is made to study following issues
What motivates a retailer to sell little hearts?
Whether retailer push energy influence the demand of little hearts or not?
Problems faced by the retailers in selling little hearts?

73

5. 4 WHAT MOTIVATES A RETAILER TO SELL LITTLE

HEARTS.
There are a lot of factors that a retailer seeks from the company to sell a
particular product. For little hearts when this question was asked to the retailers,
they suggest lot of factors. But the common factors they replied were following.

MARGIN
SCHEMES
PROPER SUPPLY
CREDIT
REPLACEMENT

Higher margin is the most important thigh that a retailer seeks from a company.
Generally the decision of a retailer to sell a particular product is dominated by
the comparison of margin with other products of that kind.
The retailers compare little hearts with both biscuits and chips. Because little
hearts are hanged with chips so they are close competitor of little hearts.
Second main thingh that motivates a retailer is the schemes with the products.
Commonly companies use to provide various retailers schemes to attract them to
sell their product. The most common schemes are some gift items, free samples,
and discounts on bulk purchase. Same is in case of little hearts the retailers often
seek for schemes. Little hearts is providing various retailers time to time. Now a
day the scheme with little hearts is a free pack of little hearts with purchase of 18
packs.
74

Proper supply is the thigh that retailers want. In case co little hearts, as little
hearts is in the category of impulse purchase, it should be hanged at front and the
supply should be regular.
Another important thing that the retailer seeks is the credit facility. The retailers
of little hearts have to invest a huge amount in keeping four flavors of little
hearts. Small and even big retailers have some time problem in keeping stock of
little hearts. As the sales of little hearts are not so good and retailers are not able
to sell the stock for a longer period, so they need credit facility.
Replacement of the products with complaints is another factor that a retailer
wants from a company. Many times in case of packed food there are complaints
of rat biting and brokered in which the retailer cannot be held responsible. It is
with little hearts the retailers have problems of air leakage and rat biting and
they want replacement.

75

5.5 SURVEY RESULTS FOR MARGIN WITH LITTLE

HEARTS
Out of 200 retailers surveyed 163 (81.4%) reported that the margin is good with
little hearts and 37(18.6%) reported poor margin.

Graph 5.5 Survey results for margin with Little Hearts

NOTE: Here we can find that the majority of retailers have reported that the margin
is ok or good with little hearts. According to some retailers if the demand is
good for a product then its margin do not matters. So company must focus on
increasing the demand.

76

5.6 SURVEY RESULTS FOR SUPPLY OF LITTLE HEARTS

Regarding the supply of little hearts the results are not favorable to
company. The supply of little hearts is not very good. From retailer survey
it is analyzed that, only 124 (62.5%) retailers has on time supply and rest
76 (38.5%) has very poor supply.

Graph 5.6 Survey Results for Supply of Little Hearts

NOTE:The retailers who have recorded poor supply of little hearts, most of them are
facing this problem just after the separation of distributors for little hearts from
other products of Britannia.

77

5. 7 REASONS RESPONSIBLE FOR INCONSISTANT SALES

OF LITTLE HEARTS.
1. ADVERTISEMENT DEPENDENT DEMAND. The demand of little hearts
depends heavily on advertisement. If the advertisement is regular and frequency
is high then the demand is also high.
2. The demand of little hearts was not so good before five to six months. Due to
that many retailers stop selling little hearts. This causes instant slump in the
demand of little hearts.
3. The third main reason for the slow down in the demand of little hearts would
be poor distribution system of little hearts. After the separation of the
distribution of little hearts from other products, the supply of little hearts was not
proper. The retailers are getting the supply once in one or two months.
4. Introduction of new schemes with other products like kurkure, cheetos, and
other chips also affect the demand of little hearts. The childrens are attracted
towards these schemes and switch over to these products.
5. Higher impulsive and occasional purchase is also the reason for the up &
downs in the sale of little hearts.

78

CHAPTER 6
FINDINGS
A.As the regular consumers of little hearts are only 42.66% and occasional
consumers are 57.33% this causes inconsistent sales.
B. TV Plays an important role in promoting little hearts. 92% consumers are
motivated through TV advertisements, 4.6% through Boards, 3.3% are through
Retailers, 3% through both Retailers and TV ads, and 2.1% through TV &
Boards.
C. Out of 150consumers surveyed: 76% said Yes purchase for family.
24% said do not purchase for family.
D. Out of 76%, who purchase little hearts for their family, they purchase little
hearts for following age group.
E. Out of 150 consumers surveyed
112 consumers i.e. 56% views little hearts as biscuits &
88 consumers i.e. 44%views little hearts as chips.
F. Total types of purchases made
PLANED

69

PURCHASERS

79

IMPULSIVE

81

PURCHASERS
TOTAL

150

G. So we find that the majority of consumers 62%, has recorded no change

consumption of little hearts. Only 25% consumers as per survey have recorded
increase and 13% consumers has recorded decrease in the consumption of little
hearts.

H. Out of 200 retailers surveyed 163 (81.4%) reported that the margin is good
with little hearts and 37(18.6%) reported poor margin.

I. Regarding the supply of little hearts the results are not favorable to company.
The supply of little hearts is not very good. From retailer survey it is analyzed
that, only 124 (62.5%) retailers has on time supply and rest 76 (38.5%) has very
poor supply.

80

CHAPTER 6
LIMITATIONS
1. Number of consumers and retailers survived may be inadequate to
represent the whole scenario of Delhi market.
2. Not every retailer & consumer have positive attitude towards the
survey, so the information collected may be inaccurate.
3. It is also possible that the respondent may answer according to what
they think rather they do.
4. Some of the respondents are unwilling to answer because they feel that
such surveys are of no use.
5. The conclusions are drawn on the basis of response given by 200
retailers and 150 consumers. There is possibility of misunderstanding
their view.
6. Individual surveys generally cannot provide strong evidence of cause
and effect.
7. Human Biases of the respondents are there, for eg: Ego.
8. Symantec difficulties are there - it is difficult, if not impossible, to state
a given question in such a way that it will mean exactly same thing to
each respondent. Similarly two different wordings of the same
question will frequently produce quite different results.

81

CHAPTER 7
SUGGESSIONS AND RECOMMENDATIONS
The suggestions, if adopted then the company may expect no further up and
downs in the sales of little hearts and sales will definitely increase with
consistency.
1. After the survey of 150 consumers & 200 retailers the conclusion comes out
that, there is need to improve the distribution system of little hearts. It is noted
that supply is mostly regular at shops with heavy investment and are placed at
centre of good residential places, such as Sabka Bazar, Apana bazaar. Many
retailers do not have regular supply.
The areas such as Tilak Nagar, Model Town, Shakti Nagar, Shalimar Garden,
Sastri Nagar has very poor supply. Some of the retailers have reported supply
once in one - two months. The suppliers are ignoring small retail shops. So the
most important thigh is to improve the supply in both small & large shops.
2. Little hearts is a product mostly liked by the children of 5-18 age group as per
survey, So there is need to start some schemes for children to motivate them to
purchase little hearts.
e.g. Haldiram chips are giving free fun book with one pack.
Ruffles are giving poco man inside the pack. Such schemes form a habit in
children to purchase a product. For example with little hearts following schemes
can be started: One pack of little hearts free for collecting 15 packs of little hearts.
One golden polished locket in the shape of hearts inside the pack.
82

3. Little Hearts has higher impulse purchase than planed so to increase in the
planed purchase the frequency of advertisement should be increased.
4. Attractive hangers or stands should be provided to the retailers so that they
can easily put the bars of little hearts out side to increase in sales by increase in
impulse purchase.
5. Retailer is the king in the biscuit industry. Retailer push energy also works in
promoting the sales of little hearts. So there is need to motivate the retailer
through regular retailers schemes.
for e.g.
Pepsi is giving one bottle free on the purchase of one crate of 500 ml.
M.D.H is giving special discount on the purchase of more than Rs 500.

83

CHAPTER 8
CONCLUSION
After going thick on the thing, now time is to make a complete picture. While
making a product a stock keeping unit of the shop retailers think about the gross
margin return on investment and they promote the brand which provide them
highest. They expect return in the form of profit margin, company schemes
make the differences and are the highest source of motivation after profit
margin. Retailing demands the constaint push from the company.
Marketers need to use the advertising and brand building strategies to address
the buyers and retail push to in different buyers. The manufacturer should
understand consumer behavior because retailers cant 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 behavior 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 club for retailers so that they may exchange views with the
company and help in understanding consumer behavior.

84

CHAPTER 9
QUESTIONNAIRE

Questionnaire to study the consumer behavior for Britannias little hearts.

PERSONAL DETAILES
Name

Place:

Age
Profession
Address
1. ARE YOU AWARE OF BRITANNIA LITTLE HEARTS?
(a)

YES

(b)

NO

2. HAVE YOU TRIED LITTLE HEARTS?

(a)

YES

(b)

NO

3. DO YOU CONSUME LITTLE HEARTS REGULARLY? IF NOT WHY?

(a)

YES

(b)

NO

85

4. WHICH FLAVOUR OF LITTLE HEARTS YOU LIKE MOST?

(a) CHOCO
(b) ORANGE
(C) CLASSIC
(d) SESAME

5. HOW DO YOU COME TO KNOW ABOUT LITTLE HEARTS?

(a) T V ADVERTISEMENT
(b) BOARDS
(c) RETAILERS
(d) FRIENDS

6. ON WHAT OCCASIONS DO YOU LIKE TO CONSUME LITTLE

HEARTS?
(a) ______________________________________________
(b) ______________________________________________
(c) ______________________________________________

86

7. WHAT KIND OF PURCHASE DO YOU MAKE OF LITTLE HEARTS?

(a) PLANNED
(b) IMPULSE.

8. HOW DO YOU VIEW LITTLE HEARTS AS?

(a) BISCUIT
(b) SNACK LIKE CHIPS.

9. HOW DO YOU FEEL OF SUBSTITUTING THE CONSUMPTION OF

CHIPS

WITH LITTLE HEARTS?

______________________________________________________
______________________________________________________
_____________________________________________________

10. (A) DO YOU PURCHASE LITTLE HEARTS FOR YOUR FAMILY?

(a) YES
(b) NO
(c) .0000000000000000000000000
.

87

(B) IF YES THEN WHICH AGE GROUP OF YOUR FAMILY DEMANDS

MORE FOR LITTLE HEARTS?
(a) 5 10
(b) 10 18
(c) 18 25
(d) 25 ONWARDS

11. DO YOU THINK LITTLE HEARTS DELIVERS BEST VALUE FOR

YOUR MONEY?
(a) YES
(b) NO

12.

DO

YOU

HAVE

RECORDED

ANY

CONSUMPTION OF LITTLE HEARTS BY THE

MONTHS?
(a) NO CHANGE
(b) INCREASED
(c) DECREASED
88

CHANGE

IN

YOUR

LAST THREE TO FOUR

13.

WHAT KIND OF COMMENTS, EITHER FAVORABLE OR UN

FAVORABLE DO YOU RECEIVE FROM

THE RETAILERS WHEN YOU

ASK FOR LITTLE HEARTS?

______________________________________________________
______________________________________________________
______________________________________________________
14. YOUR COMMENTS AND RECOMMENDATIONS?
______________________________________________________
______________________________________________________
______________________________________________________

89

CHAPTER 10

BIBLIOGRAPHY
: BOOKS:AUTHOR :- KOTLER. PHILIP
TITLE :- MARKETING MANAGEMENT
PLACE OF PUBLICATION:- PRENTICE HALL OF

INDIA LTD. NEW

DELHI
MONTH OF PUBLICATION:- SEPTEMBER
CHAPTER:- SEGMENTATION UNIT-6
NUMBER OF PAGES:- 31-50

: MAGAZINE :AUTHOR :- MURTHY E.N

TITLE :- ANALYST
DATE OF ISSUE:- JULY 2006
PAGE NUMBER:- 41-46

: INTERNET :www.britannia.co.in
http://en.wikipedia.org/wiki/Britannia_Industries
www.business-standard.com Home Companies & Industry
http://bakerybazar.blogspot.in/2010/01/britannia-s-little-heart-productreview.html

90