Comparative Analysis of Sales for Bakery Products (BIL, Parle &

ITC in Aurangabad city)

G.H.Raisoni Institute of Engineering and Management.

Jalgaon(425002)

CERTIFICATE

This is to certify that Mr Sagar Nyati presently studing in second

year of MBA first year has successfully completed Summer
internship program at Britannia India ltd Aurangabad Division from
1st June to 30thJuly 2010.

Guide
Mr Makrand Watt
 Acknowledgement

It gives us a great pleasure in acknowledging the help extended by our

teachers and other supporting staff members. I record my heartfelt
gratitude to our guide Mr Makrand Watt and staff of Britannia India Ltd
which supported me specially Mr G.B.Gajare, Mr Dalvi, Mr Sunil
Khatod and Mr Ashish for supervising us with care and zeal throughout
the course of work.
I am especially thankful to Britannia India ltd managing staff &
GHRIEM teaching staff for it valuable encouragement and guidance.it
was a learning experience for me to work with BIL for its study project
on comparative analysis of sales for bakery product in Aurangabad city
Maharashtra.
 Abstract

Comparative study of sales analysis for bakery product of BIL, ITC &
Parle is the method to check out the market share, market status &
market value of product of respective organization. Here study of
Britannia India Ltd, ITC & Parle is taken into consideration for
performing Comparative analysis. BIL is widely known brand in bakery
products all over india considered for analysis with parle & ITC major
competitor of BIL. It was learning experienced for me to analyse such a
fine operating unit of Britannia India Ltd working together with Surbhi
Agency Aurangabad.
Learning and working with innovation is important but development is
worthwhile for growth of industry or organization this can be brought
with analysis of Market. It ensures that it cannot be perfect without
practical knowledge, hence practical knowledge is important for
management student. It included the detail study of operations carried by
BIL ltd incorporating me in the market analysis.
Complete market study & Analysis for bakery products is described in
detail further.
 Index

CHAPTER I - Introduction

CHAPTER II - Profile of the Organisation

CHAPTER III - Research Methodology

CHAPTER IV - Literature Review

CHAPTER V - Data Analysis

CHAPTER VI - Conclusion
 CHAPTER I
Introduction
Britannia Industries Limited is an Indian company based in Kolkata that is
famous for its Britannia and Tiger brands of biscuit, which are highly recognised
throughout the country. Britannia is one of India’s leading biscuit firms, with an
estimated 38% market share.

The Company's principal activity is the manufacture and sale of biscuits, bread, rusk,
cakes and Dairy products.

The Britannia's fame is largely acknowledged through the colourful

Britannia logos that Indian cricketers such as Virender Sehwag and Rahul
Dravid wear on their bats.

Reason behind selecting this products & Brand -

The association of our product, biscuits is an age long narration. A snack or

starvation, picnic or just time pass munching, biscuits have always been a
part of it.In today’s innovative and competitive scenario, biscuit industry still
manages to hold a stand in the market and creates its visibility amongst all
commodities.

The brands play on our minds emotionally, as we have a childhood

involvement. Amongst the brands of biscuits, the image of Britannia
furnishes to our perceived mind set. The other essential basis of choosing the
biscuit industry and referring to Britannia as a brand, are as per their
established appeal in the market, its market share and awareness.

HISTORY

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

biscuits, but do they know how biscuits began?”

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.

Therefore 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. 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. 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.

India Biscuits Industry came into limelight and started gaining a sound status in the
bakery industry in the later part of 20th century when the urbanized society called
for ready made food products at a tenable cost. Biscuits were assumed as sick-
man's diet in earlier days. Now, it has become one of the most loved fast food
product for every age group. Biscuits are easy to carry, tasty to eat, cholesterol free
and reasonable at
cost. The States that have a larger intake of biscuits are Maharashtra, West Bengal,
Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the
most industrially developed states, hold the maximum amount of consumption of
biscuits The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a
bright future of India Biscuits Industry. According to FBMI, a steady growth of 15
percent per annum in the next 10 years will be achieved by the biscuit industry of
India.

Besides, the export of biscuits will also surpass the target and hit the global market
successfully. 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!

Objective of the proposed study

1)To study the biscuit market in India (industry analysis)

2)To study the consumption pattern of consumers (Age wise consumption
pattern)
3)To study the buying behavior of consumers keeping in mind the various
attributes of the product.

4)Enumerate the product mix of Britannia and its consumption with

competitive brands on aspects like Price ,Taste, Crispness, Size, Freshness
,Color Flavor
5) To study the dealers perception of the brand (Britannia) and others
prospects of supply chain, packaging of the product ,segmentation &
Consumer Study
 CHAPTER II
Profile of the Organisation
COMPANY VISION

1)To be one of the best biscuit and baked snack producers

in Europe.

2)To produce innovative products for an ever changing

markets.

3)Healthy biscuits and snacks using finest ingredients.

Industry Overview

The Indian biscuits' market is estimated to be 1.1 million tonnes per annum
and valued at over Rs 50 billion. India is known to be the second largest
manufacturer of biscuits, the first being USA. It is classified under two
sectors: organized and unorganized. The present biscuits-bakery sector in
India looks like a battlefront. The battle being led by stalwarts like Britannia
and Parle with close competition from other companies like ITC, Nutrine,
HLL Kissan, Kwality and even international brands like Kellogs, Nestle, Sara
Lee and United Biscuits.The biscuit segment has developed with large
markets of mass consumption covering over 90% of the overall potential
market. The country comprises of huge unorganized sector. Biscuits market
on an average grew at 8% per annum in the last five years. The rural
penetration of the branded biscuits segment is also significant. Towns with
populations of less than a lakh contribute significantly to the industry's
turnover, with some estimates placing it at 40%. However, rural markets
largely consume lower-priced varieties, and it is here that branded biscuits
meet with stiff competition from the unorganized sector. The unorganized
sector in the biscuits segment does exert pressure on the pricing policies of
the organized players. But only up to a point since the penetration of brands in
this business even in the rural areas is fairly significant. Therefore, the value
for only the branded business segment is more indicative of the industry's
competitive pressures.

Three domestic players, Britannia, Parle and ITC, have thus far dominated
the market—with an average annual growth of 10-12%. According to the
Federation of Biscuit Manufacturers of India (FBMI),

60% of the total market is organized and the rest—unorganized. As per a

research conducted in 2006 though ITC was able to increase its market share
by a significant percent, Britannia still is the leader with highest volume of
sales and value market share. Researcher says that Parle has been Britannia’s
toughest competitor. The biscuit market in India still has lot of room for
expansion from the existing players and the new entrants.

Company Overview

The story of one of India's favourite brands reads almost like a fairy tale. Once
upon a time, in 1892 to be precise, a biscuit company was started in a
nondescript house in Calcutta (now Kolkata) with an initial investment of Rs.
295. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything but. By
1910, with the advent of 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). Four years later
in 1983, it crossed the Rs. 100 crores revenue mark 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 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 the
helm means Britannia will continue to dream big on its path of innovation and
quality. And millions of consumers will savour the results, happily ever after.
Profile

Registered Office 5/1 A, Hungerford Street Kolkata -

700017, WB
Phone: 91-33- 22870505
Fax: 91-33-22872501
Website: www.britannia.co.in

Management Details Chairperson - N N Wadia

Managing Director - V Bali
Directors - K Dadiseth, A Deb, S
Gerlich, A K Hirjee, Philippe - Loic
Jacob, N N Kampani, S S Kelkar, P
Khanna, J N Wadia, Francois-Xavier
Roger
Business Operation Biscuits, bread, cakes, dairy products

Background Britannia Industries Ltd (Britannia) was established

in 1892 in Kolkata, WB as a biscuit
manufacturing company. The company
is now jointly held by the
 Wadia Group and Groupe Danone.
Britannia manufactures bakery products
including biscuits, bread, and cakes,
and also dairy products like
cheese and milk powder.

Business Profile Britannia manufactures diary products

from its plants located in Kolkata,
Delhi, Chennai, Mumbai, and
Rudrapur. The company has a total
installed capacity of 163,500 MT of
biscuits and protein foodstuffs. Key
brands include Tiger, Good Day, Milk
Bikis, Treat, and Marie. In FY07 the
company launched new brands; 50:50
Chutkule, Treat Fruit, Rollz,
NutriChoice Digestive, and renovated
Milk Bikis, Chota Tiger, and Chocolate
Cream in the Tiger range. Further in
2008, the company launched iron
fortified Tiger' biscuits,'Good Day
Classic Cookies', Low Fat Dahi and
renovated 'MarieGold'.

In 2007, biscuits and high-protein food

achieved a y-o-y production increase of
23% and 26%, respectively. During
FY07, the bread, cake, and rusk
business grew by 54% y-o-y. Britannia
exports its products to countries in the
 Middle East and to USA, Ghana, and
Singapore. It has a JV in New Zealand
to undertake marketing of dairy
products. In 2007, Britannia formed a
JV with Khimji Ramdas Group to set up
two bakery product companies in the
Middle East. The company acquired
70% stake in Strategic Foods
International LLC in Dubai and in Oman-based Al Sallan Food
Industries Co SAOG. During 2007, Britannia formed a strategic
alliance with a Bangalore-based company, Daily Bread. This
alliance will provide products under the brands Daily Bread and
Deluca’s.

Company Secretary

Bankers
V Madan

SBI, SCB, ABN, Citibank, HSBC,

Auditors HDFC Bank, ICICI Bank, Indian Bank ,
Bank of America, Deutsche Bank
Lovelock & Lewes
CONTACTS

The Company's plants are located in Mumbai, Kolkata, Delhi, Chennai and
Uttarakhand.

Contact Britannia
Registered Office
5/1/A Hunger ford Street,
Kolkata - 700 017
West Bengal
Ph: 033 - 2287 2439 / 2287 2057 Fax: 033 - 2287
2501

Executive Office Britannia Gardens,

Airport Road, Vimanapura,
Bangalore - 560 017 Ph: 080 - 6692 8000
Fax: 080 - 2526 3265 / 2526 6063

Research and Development

191, MTH Road, Padi, Chennai -
600 050 Tamil Nadu
Ph: 044 - 2625 4427 Fax: 044 -
2625 8563

Mumbai Office Neville House, 1st

Floor
Currimbhoy Road, Ballard Estate, Mumbai - 400 001
Maharashtra
Board of Directors
Name Designation
Mr. Nusli Neville Wadia Chairman
Ms. Vinita Bali Managing Director
Mr. A.K.Hirjee Director
Dr. Ajai Puri Director
Mr. Avijit Deb Director
Mr. Jeh N Wadia Director
Mr. Keki Dadiseth Director
Mr. Nasser Munjee Director
Mr. Nimesh N Kampani Director
Mr. Pratap Khanna Director
Mr. S.S.Kelkar Director
Managing Team
GAUTAM BANERJEE - General Manager – Materials
ASHOK KUMAR GUPTA - General Manager - Accounts & Planning
R K AGRAWAL - Supply Chain Director for New Business Development
R S SUBRAMANIAM - General Manager - Manufacturing, Engineering and
Projects
ANURADHA NARASIMHAN - Category Director - Health & Wellness
SHALINI DEGAN - Category Director - Delight & Lifestyle
T S VENKETRAM - General Manager - Manufacturing Development
BALAJI REDDIPALLI - Head Replenishment
R. ANAND - Business Operations Director
JEHANGIR TANKARIWALA - General Manager - Human Resources
VINOD MENON - Head of BNZF
SHRIDHAR PANSHIKAR - National Sales Manager
PURNENDU ROY - Head of R&D
P. GOVINDAN - Company Secretary & Head of Legal
Dr. K.N. SHASHIKANTH - Corporate Quality Assurance Manager
Milestones of Britannia
1892
The Genesis - Britannia established with an investment of Rs. 295 in
Kolkata
1910
Advent of electricity sees operations mechanised
1921
Imported machinery introduced; Britannia becomes the first company East
of the Suez to use gas ovens
1939 - 44
Sales rise exponentially to Rs.16,27,202 in 1939
During 1944 sales ramp up by more than eight times to reach Rs.1.36
crore
1975 Britannia Biscuit Company takes over biscuit distribution from Parry's
1978
Public issue - Indian shareholding crosses 60%
1979
Re-christened Britannia Industries Ltd. (BIL)
1983
Sales cross Rs.100 crore
1989
The Executive Office relocated to Bangalore
1992
BIL celebrates its Platinum Jubilee
1993
Wadia Group acquires stake in ABIL, UK and becomes an equal partner
with Groupe Danone in BIL
1994
Volumes cross 1,00,000 tons of biscuits
1997
Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new
mission: 'Make every third Indian a Britannia consumer'
BIL enters the dairy products market
1999
"Britannia Khao World Cup Jao" - a major success! Profit up by 37%
2000
Forbes Global Ranking - Britannia among Top 300 small companies
2001
BIL ranked one of India's biggest brands
No.1 food brand of the country
Britannia Lagaan Match: India's most successful promotional activity of the
year
Maska Chaska: India's most successful FMCG launch
2002
BIL launches joint venture with Fonterra, the world's second largest dairy
company
Britannia New Zealand Foods Pvt. Ltd. is born
Rated as 'One amongst the Top 200 Small Companies of the World' by
Forbes Global
Economic Times ranks BIL India's 2nd Most Trusted Brand
Pure Magic -Winner of the Worldstar, Asiastar and Indiastar award for
packaging
2003
'Treat Duet'- most successful launch of the year
Britannia Khao World Cup Jao rocks the consumer lives yet again
2004
Britannia accorded the status of being a 'Superbrand'
Volumes cross 3,00,000 tons of biscuits
Good Day adds a new variant - Choconut - in its range
2005
Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular
chant!
Britannia launched 'Greetings' range of premium assorted gift packs
The new plant in Uttaranchal, commissioned ahead of schedule.
The launch of yet another exciting snacking option - Britannia 50-50
Pepper Chakkar
2007
Britannia industries formed a joint venture with the Khimji Ramdas Group
and acquired a 70 percent beneficial state in the Dubai-based Strategic
Foods International Co. LLC and 65.4% in the Oman-based Al Sallan Food
Industries Co. SAOG.
2008
Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic
Cookies', Low Fat Dahi and renovated 'MarieGold'.
2
0
Britannia NutriChoice Nature Spice Crackers launched - Your favorite
0
9Cream Crackers, now made even more exciting with the addition of "Sabut"
Ajwain and Jeera spices. Britannia takes full control of Daily
Bread.Britannia-Fonterra joint venture dairy business restructured. Britannia
 acquires entire stake of Fonterra BNZF name changed to Britannia Dairy
Pvt. Ltd.Recognizing the changing global trends & health benefits of
removing transfats, Britannia is the first Bakery brand in India to remove
transfats from its products.

Wadia Group acquired stake holdings from Group Danone and becomes the
single largest shareholder in BIL.

2010
  Britannia NutriChoice launches a New Year pack - the Health Starter
2
0 Kit. Created for everyone who makes New Year resolutions and doesnt
1 follow through. The Health Starter Kit contains 1 pack each of
0 NutriChoice Hi-Fiber Digestive, NutriChoice 5 Grain, NutriChoice Nature

Spice Cracker bundled together with a Fit Sip Sipper and a fitness chart.
All this only for Rs 100.

Different Products Of Britannia Company

GLUCOSE BISCUITS
• TIGER
• CHOTA TIGER
• TIGER CHAI BISKOOT
• TIGER ROSEMILK CREAM
• TIGER BRITA ENERGY POPS
• TIGER CHOCLATE CREAM
• TIGER ORANGE CREAM
• TIGER COCONUT ENERGY
• TIGER ELAICHI CREAM
• TIGER KESAR CREAM
• TIGER BANANA
CREAM BISCUITS
• TREAT CHOCO GELO
• TREAT APPLE PUNCH
• TREAT FLAVOURED TANGY ORANGE
• TREAT STRAWBERRY FLAVOURED SURPRISE
• BOURBORN TREAT
• TREAT ELAICHI FON
• TREAT JIM JAM
• TREAT MANGO MISCHIET
• TREAT MASTI ORANGE
• TREAT PINEAPPLE PRANK
• TREAT DELICIOUS DATES
NUTRI CHOICE
• NUTRI CHOICE 5GRAINS
• NUTRI CHOICE DIGESTIVE
• NUTRI CHOICE CREAM CRACKER
• NUTRI CHOICE THIN ARROWROOT
• NUTIR CHOICE SUGAROUT CHOCLATE
• NUTRI CHOICE SUGAROUT LITETIME
• NUTRI CHOICE SUGAR OUT ORANGE CREAM
MARIE BISCUITS
• MARIE GOLD
• VITA MARIE GOLD
MILK BISCUITS
• MILK BIKIS
• MILK BIKIS CREAM
GOOD DAY BISCUITS
• GOOD DAY CHOCONUT
• GOOD DAY BUTTER SCOTCH
• GOOD DAY HONEY & RAISIN
• GOOD DAY CHOCLATE CHIP
• GOOD DAY RICH BUTTER COOKIES
• GOOD DAY RICH CASHEW COOKIES
• GOOD DAY RICH PISTA BADAM
50-50 BISCUITS
 50-50
 50-50 Maska Chaska
 Pepper Chakker
LITTLE HEARTS
• LITTLE HEARTS CLASSIC
PURE MAGIC
• PURE MAGIC

The total environment of business, for our purposes, include six factors, viz.,
political – legal, economic, socio – cultural, technological, global and natural. From
the above six environments we have chosen three environments viz., GLOBAL,
POLITICAL and ECONOMIC ENVIRONMENTS.
Raymond Vernon had introduced a product-cycle theory in late 1960s, but this
theory is still relevant till today. This theory explains that how companies go
global. Initially, small scale companies produce attractive products and sell them in
their home markets. Sooner or later, foreigners come to know about these products.
As the popularity of these products increases they start exporting them abroad. As
the foreign demand grows, the economies of foreign production changes.
Eventually, the company starts setting up their own plants globally. In this manner
various companies go global.

Managerial practice adopted by BIL:

Japanese organization

1) Life time employment

2) Slow evaluation and promotion

3) Non-specialized career paths

4) Collective decision making

5) Collective responsibility

They have already adopted the technique of 5’s which most companies adopt
viz., Seiri, Seiton, Seiso, Seiketsu, Shitsuke.

Positive points of BIL:

Over the years, BIL has grown to become a multi-million US Dollar company.
Many of the BIL products – biscuits are market leaders in their category.

Today, BIL enjoys approx 35% share of the total biscuit market and a 15% share of
the total confectionary market, in India. The BIL Biscuit brands, enjoy a strong
imagery and appeal amongst consumers.

Be it a big city or a remote village of India, the BIL name symbolizes quality,
health and great taste! And yet, we know that this reputation has been built, by
constantly innovating and catering to new tastes.
In this way, by concentrating on consumer tastes and preferences and emphasizing
Research & Development, the BIL brand grows from strength to strength.

Negative points of BIL:

HLL and ITC’s entry into biscuits will affect BIL

After testing the waters with niche offerings in untapped segments of

the biscuit market, heavyweights Hindustan Lever and ITC have now
forayed into the mass biscuit market. While ITC has launched its glucose
brand, Sunfeast, HLL has decided to differentiate its product, Modern
‘Energy’ Biscuits, by using wheat and soya as ingredients. Importantly, both
ITC’s and HLL’s new offerings are priced at Rs 4 for a 100 gram pack, the
same level as Parle G and Britannia’s ‘Tiger’ glucose biscuits.

Given HLL’s and ITC’s massive distribution reach, this new

development would clearly have a significant impact on the market shares of
both Parle and Britannia. In case the taste of the new products do not go
down very well with consumers, the already established players may get
some breathing space, but it will be only a matter of time before that gets
corrected and the pressure will soon be back on. Structurally, the entry of
players such as HLL and ITC in the mass biscuit market is bound to affect
the dominance of Britannia in the biscuits market. What’s more, competition
from regional players such as Surya Foods, known for its ‘Priya Gold’ range
of biscuits, has also increased. It certainly doesn’t help that the company has
just had a change in leadership.

Further, since the company has hived-off its dairy division, overall
growth rates would clearly be lower than what investors have been used to
for a while. As far as profitability goes, much depends on the company’s
ability to further reduce costs, unless there is a further reduction in excise
rates. Given the increase in competition, taking price hikes may still be some
time away. In such a scenario, Britannia’s long-term growth rate would turn
out to be much lower than earlier estimates. It’s no wonder then that the
stock has underperformed the market and peers in the FMCG sector by a
huge margin during the current rally. The stock still gets a discounting of
around 14 times FY04 earnings, which, considering that growth rates will
drop, gives the feeling that the stock’s underperformance will continue.

ITC Ltd has posted a 21.8% rise in net profits to Rs 323.51 crore for
the October-December 2002 quarter (Q3) compared to the corresponding
period of the previous fiscal. Net sales during the quarter was reported at Rs
1,647.60 crore, up 12.2% over the corresponding of the previous period.

In the nine months ended December 2002, ITC’s net profits were up
16% to Rs 1,047.93 crore.

ITC said: "The company’s corporate strategy aims at creating multiple

drivers of growth anchored on its core competencies."

Its current focus is nearly exclusively on four business groups: FMCG,

hotels, paperboards, paper & packaging and agri-business.
 CHAPTER III
Research Methodology
Objective of the proposed study
1) To study the biscuit market in India (industry analysis)
2) To study the consumption pattern of consumers (Age wise consumption
pattern)
3) To study the buying behavior of consumers keeping in mind the various
attributes of the product.
4) Enumerate the product mix of Britannia and its consumption with
competitive brands on aspects like
a) Price
b) Taste
c) Size
d) Freshness
e) Flavor
f) To study the dealers perception of the brand (Britannia) and others prospects
of supply chain, packaging of the product,segmentation etc.
DATA COLLECTION
1. Data collection through personality administrated structured Questionnaires.
2. Sampling Decisions
SAMPLING PROCEDURE :
Retailer Survey - Convenient sampling is done.
DISTRIBUTION NETWORK OF BRITANNIA
BISCUITS -
MANUFACTURER
↓
C & AGENTS
↓
SUPER STOCKISTS
↓
STOCKISTS
↓
RETAILERS
Data was collected for analysis with help of questionnaire made considering in
account various parameters for marketing the product & to realize its market value.
the study was made with objective to analyse the sale of BIL & other major
competitor considering reasons like age group of society & kind of locality where
product is sold. Best example can be put further is that area where educational
institute are present shows good sale of due to brand awareness & specially good
demand for Britannia good day whereas in the area surrounded with low income
source families have more preference for low price biscuits of BIL & its
competitor.
Total sales for last 10 days were collected from retailers for ITC, Parle & BIL
products in Aurangabad city covering all regions during field work period. Mainly
project targeted to collect the sales data from various zone of Aurangabad city to
find the various reasons which affects the sales of product & factor affecting sale of
the project. Majorly two main factor affecting the sales is brand & taste
consciousness & other is willingness to pay the charge for needed product or to find
substitute for the need within the budget. This is found in the Zone where cost plays
important role in the sale of the product. Information was collected from retailer as
it is the last point from where product is being delivered to customer Which give
best idea of sale of the product & choice of the public & various parameters on
which sales of the product depend rather than high publicity or marketing of the
product.
Liability of data depends on information provided by retailer whereas information
can be cross checked with order placed by him towards stockiest.whole population
was considered all over the Aurangabad for analysis as all regions of city was
covered. Feedback & suggestions of customer was collected through retailers.
Direct interaction was carried with customer concern with their objective towards
product.
Some observations - BIL has better Diversified product range, Extensive
distribution network. Low and mid price range & Catering to mass, better
understanding of consumer psyche. Dependence on retailers & grocery Stores for
displaying diversified BIL Products on shelf, induce impulsive buy of BIL
Products. Low per capita consumption is low, changing consumer preference due to
entry of new brands, increasing demand for sugar free & Diet biscuit. Hike in cost
of production due to hike In Raw material cost, increasing distribution cost &
increasing Local bakery products.
 CHAPTER IV
Literature Review
Marketing
Marketing is a societal process by which individuals and groups obtain what they
need and want through creating, offering and freely exchanging products and
services of value with others or other wise it is the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods,
services to create exchanges that satisfy individual and organizational goals.
Marketing Strategy
Marketing strategy is a set of objectives, policies and rules that leads the
company's marketing efforts. It is the marketing approach to accomplish the
bread objective of the marketing approach to accomplish the bread objective of
the marketing plan. The various process of marketing strategy are given below.
1. Selecting largest markets segmentation
2.Positioning
3.Product
4.Price
5.Place
6.Promotion
7.Research and development
8.Marketing research

In detail -

1) Market segmentation and selecting target market - It is an effort to increase a

company's precision marketing. The starting point of
any segmentation discussion is mass marketing. In mass marketing, the
seller engaged in the mass production, mass distribution and mass promotion
of one product for all buyers. Market segment consists of a large
identifiable group within a market with similar wants, purchasing power
geographical location, buying attitudes or buying habita. It is an approach
midway between mass marketing and individual marketing. Through this the
choice of distribution channels, and communicaton channels become much
 easier. The researchers try to form segments by looking at consumer
characteristics; geographic, demographic, and psychographic. After
segmenting the market then target market selected.
2) Positioning:- The positioning is a creative exercise down with an existing
product. the well known products generally hold a distinctive position in
consumer's minds. The positioning requires that every tangible aspect of
product, price, place and promotion must support the chosen positioning
strategy.Company should develop a unique selling proposition (USP) for
each brand and stick to it, PPL consistently promotes its DAP fertilizer by
Higher yield at lower cost. As companies increase the number of claims for
their brand, they riskdisbelief and a loss of clear positioning. In general a
company must avoid four major positioning errors. Those are under
positioning over positioning, confused positioning and doubtful positioning.
3) Product:- A product is any offering that can satisfy a need or want. The
major types of basic offerings are goods, services, experiences, events,
places, properties, organizations, information and ideas. The company gives
more importance in quality, packaging, services etc. to satisfy the customers.
The products has it's life cycle. The product strategies are modified in
different stages of product life cycle.

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

the product will be decided by the company according to the competitor's
price.
5) Place:- This plays a major role in the entire marketing system. the company
emphasis on it's distribution network. Proper distribution network gives proper
availability of the product.
6) Promotion:- Promotion is the one of the major aspects in marketing
strategies. By adopting various promotional activities the company create strong
brand image. It also helps in increasing the brand awareness. It includes
advertising, sales promotioins and public relations etc.
7) Research and Development:- after testing, the new product manager must
develop a preliminary marketing strategy plan for introducing the new product in
to the market. The plan consists of three parts. The first part describes the target
market's size, structure and behavior. The second part out lines the planned
price, distribution strategy and marketing budget for the first year. The third part
of the development describes the long run sales and profit goals and marketing
mix strategy over time.

MARKETING MIX

Product Price Promotion Place

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

MARKETING STRATEGY
Marketing is not Euclidean geometry a fixed system of concept. Rather
marketing is one of the dynamic fields with in the management arena. The
market faces continually a new challenge everyday and companies must
respond to it positively. Therefore it is not surprising that new market idea keep
surfacing to meet new market place challenges.
The market process is applicable to more than goods and services. Anything
related to market including ideas, events, policies, prices and personalities
comes under market strategy. However it is important to emphasize opportunity
in the market through market strategy.
Following strategies adopted by the organization.
A strong quality of the product and customer satisfaction:
Customers always believe in good quality product. in my survey I found that in
percentage term more people is quality conscious and not price conscious.
Customer satisfaction is very important part of the organization that at any cost
they have to fulfill.
A growing relationship with customer and customer retention:
Nowadays a good relation with customer is very important for organization. Sale
is totally depending on the relation with the customers. Customer's retention is
also a major aspect for growing business. It means keep the old customer and
try to make new customer.
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.

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.
Promotional Strategy :
Under the market strategy promotional idea is very important. Organization
provides some schemes or rebates to retailers or consumers. They make
advertisement according to convenient of the people and the feature of the
product.
So on the basis of marketing strategy a organization runs in the market. It is
several types of which makes helpful to increase sales and turnover of the
organization.

COMPETITORS
Generally all organizations have competitors in the market. A particular
organization always comprises with other same business and according to
market share we clarify the brand of product is giving more challenge to my
product.
I found many products which can be compared with Britannia Biscuit. As a
conclusion I found that particularly in my provided area Britannia is really doing
well and its performance is on surprising level. During the field work and after
intensive study it was found that main competitor of Parle & Priyagold biscuits is
BRITANNIA as the market leader.
When we compared with other businesses then we follow the quality, price,
distribution system, promotional strategy etc. of the competitors Britannia in this
area is doing well.
So this is the comparison with other biscuits brands. According to our findings we
found that BRITANNIA is the market leader followed by BRITANNIA biscuits.
These two biscuits companies the lion's share in the 2,200 crore biscuits industry.
 CHAPTER V
Data Analysis

CONSUMER BUYING BEHAVIOR :

Understanding the buying behavior of the target market is the essential task of
marketing management under marketing concept. The consumer market consists
of all the individuals and households who buy or acquire good and services for
personal consumptions. The buying behavior tries to find out the answers for the
questions, who buys? How do they buy? Where do they buy? Do they buy?
(A) FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR
There are four major factors that influence the buying behavior such as cultural
factors, social factors, personal factors, and psychological factors.
i)CULTURAL FACTORS: Culture is the most fundamental determinant of a
person wants and behavior. Values, perceptions, preferences, and
behavior are the main variable under culture of an individual. Each culture
contains sub-culture like nationality, religious group, geographical area,
and linguistic divisions etc.
ii) SOCIAL FACTORS: A consumer behavior is also influenced by social
factors such as the consumer reference group family and social roles and
status.
iii) PERSONAL FACTORS: A buyer decision is also influenced by his or
personal characteristics, notably the buyers age, lifestyle, occupation,
economic circumstances etc.
iv)PSYCHOLOGICAL FACTORS: a person buying choice is also influenced by
four major psychological factors such as motivation, perception, learning belief
and attitudes.

(B) BUYING DECISION PROCESS

It includes buying roles, types of buying and steps in buying process.
I.BUYING ROLE
The buying role could be classified into four parts. These are initiator, influencer,
decider and buyer.
II. TYPES OF BUYING BEHAVIOR
Consumer decision taking varies with the type of buying decision. There are four
types buying behavior such as Complex buying behavior, Habitual buying
behavior, Variety seeking buying behavior.
III. STAGES IN BUYING DECISION PROCESS
Here are five stages in buying decision process namely problem recognition
search, evaluation of alternatives purchase decision and past purchase behavior.
NEED RECOGNITION
The buying process starts with the buyer’s recognition of a problem of need. The
buyer senses a difference between his actual state and desired state.
INFORMATION SEARCH
There are different sources from where a consumer can gather information like
personal sources commercial sources, experimental sources.
EVALUATION OF ALTERNATIVES
After gathering information about different products the customer will be in a fuss
as to choose which product among the mainly alternatives consumer usually
evaluate the alternatives on traditional basis, on the basis of utility function etc.
from the many alternative consumers at last choose the best one for him.

PURCHASE DECISION
A consumer who decides to execute purchase intention will be making up to five
purchase decisions.
POST PURCHASE BEHAVIOR
After purchasing the product and services the consumer will experience some
level of satisfaction or dissatisfaction with the product and services that will
influence subsequent behavior. If consumer is satisfied he may show the
probability of buying the product the next time, satisfied customer will say good
thing about the product, proving the statement that "satisfied customer is the best
advertisement.” A dissatisfied customer may take some action against it. They
may try to reduce the dissonance by abandoning returning the product.
Understanding consumer needs and buying process is the foundation of any
company. By understanding how buyers go through problem recognition,
information search evaluation of alternatives, the purchase decision and post
purchase behavior marketers can pick up many clues as to how to meet buyers
need.

MARKET POTENTIAL
Market potential of the BRITANNIA is much positive in competitive era and will
sure cover the maximum market share of biscuit product. Potentiality of any
product depends upon the futuristic performance of the product. it depends that
how much retailers have potentiality to be permanent seller of BRITANNIA.
For great potentiality it is necessary to improve those factors which are going to
effect retailers. In my study I found some factors which can help to cover great
potentiality.
These factors are following:
• Scheme delivery should in perfect determining time.
• Some places distributors not able to cover his particular area. That should be
improved.
• Scheme facility should be regular as much as possible.
• Small pack also should be in the market.
• Always collect the views of retailers. It gives psychological effect on the
retailers about care ness by manufacturing company.
These factors are very important for the organization. If company is able to
improve these all factors then definitely its market share will more increase.
Retailers will take more interest to sell Britannia biscuit and customer will also
enjoy for it.
So potentiality is very high to Britannia biscuit in positive direction.
Here is data collected from retailers of Aurangabad –

1) Aw Name -Sanjay Mahskey

Town Name-Aurangabad

Route Name-Balaji Nagar

Rs Sales
Sr No Dealer Name-Suhi Agn. Bil Parle ITC
1 Jodhapur Sweets 982.4 2000 0
2 Saibaba Daily Needs. 9077.15 1000 2000
3 Gurudev Gen. 2002.23 3000 800
4 S.S.D. Daily Needs. 4834.35 1500 300
5 Pavan Kumar Gen. 6615.7 2000 500
6 Ghansham Dairy 1382.61 1500 0
7 Anjali Kirana. 4339.33 2500 0
8 Om Kirana 1342.54 1400 400
9 Chintamani Prov. 1876.58 1800 0
10 Uday Prov. 3656.17 3200 600
11 Vishal Prov. 1548.85 4000 800
12 Shree Laxmi Prov. 3412.92 2000 400
13 Punam Supper Shop 1727.17 2300 300
14 Balagi Com. 1111.59 1400 200
15 Guru ganesh Supper shop 4382.24
16 Vaishnvi Prov. 1335.37 600 200
17 chintamani Supper Shop 3144.77 4500 1200
18 Sapana Prov. 1030.38 500 100
19 Mahesh Prov. 3022.55 4000 100
20 Yashawant Cornar 2174.57 4000 1000
21 balaji prov 777.22 2500 1000
22 sandeep milk 2757 4000 1000
 23 vinod kirana 2156 3000 700
Total sales in Rs 64689.69 52700 11600

2) Aw Name -Raju

Town Name-Aurangabad

Route Name-Chavni
Rs Sales
Sr No Dealer Name-Surbhi Agen. Bil Parle ITC
1 Prakash Provision 1115.4 2000 0
2 Azim Kirana 2873.74 6000 0
3 Ashish Cold dirnk 3840.11 6000 1500
4 Prem Privision 407.1 3000 1000
5 Sachin Medical 367.05 0 0
6 Royal Tobaco 4822.17 6000 1500
7 Agrawal Provision 5602 7000 1000
8 Deluxe Bekry 1155.18 0 0
9 Rafat Kirana 3204.76 4000 1800
10 Mohmad Kirana 4886.4 8000 3000
11 Apnna Kirana 2320.04 1000 0
12 Aadi Kirana 1507.75 2000 500
13 Amir Kirana 1255.5 2000 600
14 Rubi Biscit 1532.2 2000 600
15 Famous Kirana 1048.41 3000 900
16 Ali Kirana 1611.05 2000 0
17 Mathura Gen. 0 1000 300
18 New Naj Kirana 1415.36 6000 1200
19 Aadip Tobaco 28130.33 50000 20000
20 Supper Kirana& Gen. 35000 12000
21 Naj Kirana 3030.36 5000 1500
 TOTAL sales in Rs 70124.91 151000 47400

3) Aw Name -Ashish

Town Name-Aurangabad

Route Name-Javar Coloney

Rs Sales
Sr No Dealer Name-Surbhi Agn. Bil Parle ITC
1 Balaji Provision 1046.051 2500 500
2 Mahesh Provision 1425 2000 200
3 Yogesh Provision 624.32 1000 600
4 Prakash Provision 550.7 700 0
5 Mavli Provision 2804.01 1600 200
6 Kalika Provision 3036.4 8000 1000
7 Sayakta Provision 3842.52 3000 200
8 Hari Om provision 2580.5 8000 5000
9 Mahesh Kirana 1180.02 3000 1500
10 S.S.D Medical 923.32 500 600
11 Laxmi Kirana 2321.15 2500 500
12 Kasbekar Medical 642.77 0 0
13 Hema Provision 2445 4000 0
14 borde prov. 4540.12 5000 0
15 Sachdev Seets 2500.26 3000 500
16 Gajanan Seewt 2507.37 2500 0
17 Prayoge Book 2853.15 3000 0
18 Gajanan Medical 2646.75 0 0
19 Smarth Medical 2408.76 500 0
20 Arihanth Goli 12280.64 35000 0
21 Vankatesh Privision 3006.6 6000 1000
22 Prayage Traders 30537.56 100000 40000
23 Suyash Daily Needs 1228.14 1000 0
24 Mayuar Mini Mrkt. 2445 17000 0
25 Ramesh kirana 8167.24 30000 0
26 Kumar Provision 4067.23 10000 3000
27 chandeshwari daly needs 2072.08 40000 1000
28 devendra prov. 4107 9000 1500
29 devgiri medical 1306 0 0
30 gajanan super shop 704.41 1500 0
31 sai super shop 1761.47 3000 700
 total 112561.541 303300 58000

4) Aw Name -Ashish
Town Name-Aurngabad
Route Name-Jbli Park
Rs Sales
Sr No Dealer Name-Surbhi Agency Bil Parle ITC
1 Akbar Kirana 5508 4000 1000
2 New Esha Genral 2804 4000 2000
3 Nobal Comunication 1824 4000 1000
4 Anjum kirana 1038 8000 200
5 Monus Restaurant 1040 8000 0
6 Insha Genral 802 2500 1000
7 Raja Provision 2343 500 400
8 Aaditya Provision 248 1000 500
9 Anand provision 2002 1500 500
10 Sri.Smartha Genral 1080 0 0
11 Krishna Medical 2008 4000 1200
12 Priya Provision 603 1000 0
13 Tulisi Genral 332 300 0
14 Mayur Medical 2088 500 0
15 Parshavnath Medical 814 1800 0
16 Vaibhav Provision 508 1500 200
17 Sandip Brade 2005 500 0
18 Suvidha Genral 1607 2000 500
19 Shree gurukrupa kirana 11046 18000 2000
20 Sagar Provision 1436.76 1500 0
21 Pratik Provision 2276.35 16000 6000
22 Shri.Data Genral 2479.21 1500 400
23 Mavli Provision 1313.47 2800 800
24 ashwini Provision 223 600 0
25 jaiswal Genral 4271.51 10000 1500
26 Good Luck Kirana 1033.72 1500 700
27 Awais Kirana 930.86 2600 0
28 hari om prov. 706 1500 250
29 hiran Kirana 1484 3000 0
30 Rauf Kirana 1025 1000 300
31 Kasim Kirana 3067.35 10000 4000
32 Mobin Kirana 422 1000 400
33 ziya Kirana 8601.64 20000 6000
34 varad prov. 3230 5000 1000
 Total 72200.87 141100 31850

5) Aw Name -Ganesh

Town Name-Auragabad

Route Name-Kat Kat Get

Rs Sales
Sr No Dealer Name-Surbhi Agency Bil Parle ITC
1 Pravin Medical 465 1000 500
2 Maksud Kirana 7561 15000 5000
3 Latif Kirana 6231 4000 1500
4 Syad Rice Center 1012 5000 0
5 Amjad Kirana 1627 1500 0
6 Shanavaj Rice 1644 2000 0
7 Royal Beakry 8054 3000 0
8 Sana Kirana 1768 3500 600
9 Jala Medical 1042 0 800
10 Riyana Kirana 6168 6000 1500
11 Aadil Kirana 1214 2000 500
12 Arbaz Kirana 2210 4000 2500
13 Rahat gen. 3293 4000 2000
14 Ellora Pharmcy 265 700 0
15 Frinds Points 3201 3000 4000
16 Aal syad Kirana 2217 3000 3500
17 Imran Kirana 1692 1800 1200
18 Sansar Kirana 2625 3000 1500
19 Sohil Kirana 1911 2800 2500
20 Fast Multi services 4506 3000 800
21 Fayas Kirana 3140 2500 0
22 Mobin Kirana 1092 1800 600
23 Eshak Kirana 2975 2500 1800
24 Tawakal Kirana 2584 6000 1000
25 S.A.Traders 4489 14000 3000
26 Heena Kirana 1135 2000 1000
27 Lakhan Kirana 625 500 500
28 sadat Traders 5665 50000 5000
TOTAL 80411 147600 41300
6) Aw Name -Ashish
Town Name-A bad
Route Name-Key 1
Rs Sales
Sr No Dealer Name-Surabhi Agen. Bil Parle ITC
1 Atul trading 7570 9000 1500
2 A bad Tea 18704 20000 3000
3 Bajaj Super Mark. 7604 10000 2500
4 Bhola Dep. 4252 6000 1200
5 clasic kirana 5443 7000 1400
6 Golden Star Bakery 8931 12000 1600
7 Goodluck Bakery 15901 17000 1800
8 Kiran Prov. 7834 9000 0
9 Modern Kirana 10854 12000 1000
10 Padmavati Aeg. 11937 15000 3000
11 Pankaj Kumar Amrutlal 24266 30000 2500
12 Quality Daily Needs 8942 12000 1500
13 Rajesh Prov. 15308 20000 2000
14 Rangoli Prov. 7473 8000 0
15 sadaf Kirana 8302 8000 0
16 Saed Kirana 6821 10000 1200
17 Super kirana 15459 17000 1500
18 Tawakkal Bekary 14170 20000 1800
Total 199771 242000 27500

7) Aw Name -Ashish
Town Name-Aurangabad
Route Name-Key-2
Rs Sales
Sr No Dealer Name-Surbhi Agency Bil Parle ITC
1 Rajtilak Provision 4330.08 6000 0
2 Varad Medical 4305 1000 0
3 Swaraj Fastfood 8550.88 7000 1500
4 Anand Daily Needs 7051.5 5000 0
5 Jain Supper Mrkt. 8057.65 12000 2000
6 Prince Genral 20368.45 13000 3000
7 Sarita Dep. 36017.18 16000 2000
 8 Dipak Provision 6547.36 4000 0
9 Cone N Cake 48332.86 35000 3000
10 Dalpath Provision 16200.65 4000 0
11 Mahakali Supper Shope 6155.08 12000 3000
12 Shive Rice 6431.85 22000 3000
13 Scholar Stationry 8855.32 11000 4000
14 mayur mini mrkt. 11346 14000 2000
15 Kumar prov. 9008 12000 3000
Total 201557.86 174000 26500

8) Aw Name -Ganesh
Town Name-Aurangabad
Route Name-Monda
Rs Sales
Sr No Dealer Name-Surbhi Agen. Bil Parle ITC
1 Prakash Prov. 6713 20000 8000
2 Gaya Comunication 2810 3000 0
3 Ganesh Krupa Gen. 2184 3000 600
4 Tapasya Medical 2430 2500 1000
5 Eshwar Sweets 1403 1200 0
6 T.V.S. Provision 2086 7000 0
7 Vasumal Prov. 2844 12000 0
8 Priya Tredars 4672 25000 5000
9 Maduri Traders 2231 12000 4000
10 Tirthankar Traders 11347 30000 0
11 Sanjaykumar&com. 25676 80000 5000
12 S.S.D. Trading 9777 3000 5000
13 Rajastan Trading Con. 41541 200000 25000
14 Rajastan Agn. 30025 400000 0
15 Kirti Trading 24101 300000 5000
16 Ghansham Trading Com. 13213 70000 2000
17 A.A.S Traders 1437 15000 0
18 Pravin Traders 7450 35000 0
19 Gurnanak Traders 3745 12000 0
20 Gurudata Kirana 2512 10000 6000
21 Rahul Traders 10512 25000 0
22 Ratan Traders 16045 80000 20000
23 Rajkumar Trading 20630 400000 3000
24 Good Luck Prov. 26641 200000 0
25 M.B. Kirana 1013702 1000000 3000
26 S. Kirana 2710 18000 0
27 Santosh Trading 5702 50000 20000
 28 Patni Trading Com. 2428 20000 2500
29 FulChand Jain 6305 25000 0
30 sumit Supper Markt. 5070 10000 2000
TOTAL 1307942 3068700 117100

9) Aw Name -Ganesh
Town Name-Aurangabad
Route Name-Nandanvan colony
Rs Sales
Sr No Dealer Name-Surbhi Agn. Bil Parle ITC
1 Patil Kirana 2172 2000 0
2 M.D. Basher 1676 4000 0
3 Ambika Prov. 3385 0 0
4 J.M.S Grahak Sanstha 1660 0 2000
5 Ganesh Kirana 4405 4000 1000
6 Kalika Prov. 2825 5000 0
7 Zee Rani Prov. 2540 2000 600
8 Jayesh Medi 946 2000 0
9 Subodha Prov. 680 1800 600
10 shantanu Prov. 6256 5000 0
11 Santinath prov. 1172 2500 0
12 Shruti milk Center 3785 4000 1000
13 Sabhu Prov. 4218 6000 1000
14 Sk Mugdiya. 1261 3000 500
15 Nilesh Prov. 1740 4000 0
16 Sidharth Deep. 514 1500 0
17 Rahman Tobaco 12202 10000 500
18 Mavli Medi. 3272 3000 0
19 Viraj Medi. 373 1200 600
20 Vankatesh Dilly needs. 550 500 0
21 kasari Prov. 1074 3000 1200
23 Sapana Kirana. 3377 3000 1600
24 Mrunal kirana 2125 4000 1000
25 Shree Janral. 1477 1000 600
TOTAL 63685 72500 12200
10) Aw Name -Raju
Town Name-Auragabad
Route Name-Pir Bazar
Rs Sales
Sr No Dealer Name-Surbhi Agen. Bil Parle ITC
1 Naffes Dairy 2618.08 4500 2000
2 Prakash Prov. 2708.6 14000 4000
3 Pushkar Gen. 1074.12 4000 0
4 Bhakchand Prov. 272.46 600 0
5 Shital Prov. 4037.01 20000 8000
6 Agrawal Prov. 5876.86 32000 9000
7 Paras Sweets 447.64 3500 0
8 Sagar Prov. 4700.5 18000 2000
9 Hubolikar Ent. 2014.01 4000 800
10 surabhi gen 1704.83 4000 1000
11 kadar kirana 714.48 2000 1500
12 Taher Kirana 1153.32 3000 1000
13 Ruchi Tea 2804.12 5000 1200
14 Janta seva kirana 1502 4000 1800
15 kaleem Kirana 3078.82 10000 500
16 Bhutada Kirana 1742.65 20000 8000
17 Santosh Prov. 3848 18000 7000
18 sachin medi, 194.6 0 0
19 Sumit prov. 1838.44 4000 2000
20 Anapurna Tea 1124.48 1500 800
21 tupe patil 1757 3000 700
total 45212.02 175100 51300

11) Aw Name -Raju

Town Name-Auragabad
Route Name-Tilak path-Kumbhar wada
Rs Sales
Sr No Dealer Name-Surbhi Agen. Bil Parle ITC
1 vishvamohini Tea 562 1500 0
2 Harshl Sweet 478 1000 0
3 Swastic Medical 3740 4000 3000
4 G.M. Kalayni 4209 3000 0
5 J.P. Surana 3353.93 3000 0
6 Champalal Jamnlal Kirana 491 3000 0
7 Sudarshan Medical 5014 4000 1500
8 Yogi Dep. 3688 10000 500
9 Sadguru Biscit 128 2200 800
 10 Satnam Biscit 735 2000 500
11 Parihar Milan Mithahi 5596 8000 0
12 Rup Agen. 2844 0 0
13 Chandulal Aasaram 3404 12000 3000
14 Shri Data Ghi depo 1600 1500 0
15 Mahalaxmi Dep. 802 3000 0
16 Jagan Prov. 1670 2500 0
17 Chandak Brothers 1932 15000 4000
18 Mahavir Prov. 4971 7000 3000
19 Karuna Prov. 3476 6000 2500
20 Qulity Rice center 1936 6000 2000
21 Hariram Prov. 217 1000 700
22 Santosh Prov. 498 2000 0
23 Dipak Traders 4391 12000 1000
24 Tulsi Prov. 3600 1200
25 Bagla Prov. 1483 4000 1200
26 Delux Bakry 3000 0
27 Vaibhav Medi. 1993 2000 600
28 Ganesh Diary 4163 2500 2500
29 Matura Tea 1143 2500 0
30 Goden Foods 544 1200 500
31 Kumar Medi. 2026 2000 1000
32 Deepak Prov. 1285 2000 1000
TOTAL 68372.93 132500 30500

12) Aw Name -Ganesh

Town Name-Aurangabad
Route Name-Samath Nagar
Rs Sales
Sr No Dealer Name-Surbhi Agn. Bil Parle ITC
1 Bhakti Prov. 3014 5000 0
2 Pramod Prov. 1006 3000 0
3 Shri Krishna Prov. 2178 5000 0
4 Aaditya Prov. 3871 3000 0
5 Sahil Gen. 3640 3000 0
6 Astavinayak Medi. 6046 6000 0
7 Ravi Kirana 1608 3000 0
8 Vijay Medi. 626 2000 0
9 R.A. Sarita 4816 3000 0
10 Ganesh Dailly Needs 2617 6000 1000
11 Kamdenu Supper Shope 3608 3000 200
12 Tushar Prov. 3150 3000 500
13 Chiranjive Medi. 1700 4000 0
14 Goduli Hotal 1303 2000 0
15 Kirti Supper 5327 5000 2000
16 Shri Krishna Prov. 5730 5000 1500
17 Tawakal Bekry 4708 1800 3000
18 Priya S.T.D. 1267 2000 0
19 Prayag Multi services 1071 2500 0
20 Suvidha Kirana 1048 6000 2000
21 Sandip Medi. 806 1500 200
22 Dilip Prov. 3336 5000 2000
23 Ruchita Gen. 734 2500 0
24 Metkar Supper Shope 3073 8000 1500
TOTAL 66283 90300 13900
 CHAPTER VI - Conclusion

After going thick on the thing, now time is to make a complete picture. While
making a product a SKU (Stock Keeping Unit) of the shop retailers think about
the GMROI (Gross Margin Return On Investment) and they promote the brand
which provide them highest. They expect return in the form of profit margin,
company schemes, window display and references of the shop. Among these
company schemes make the differences and are the highest source of motivation
after profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and brand building strategies to address the
discerning buyers and retail push to in different buyers. The manufacturer should
understand consumer behavior because retailers can't help quality and price. It is
only up to dealers said it is demand they sell Britannia 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.

Some more points to conclude -

 The perception of consumers indicates that Britannia is the undoubtful
leader of biscuit product in the urban part of India.
 With its market share of 38 percent as compared to 31 percent by its
competitive brand Parle, the company has targeted all segments of the
industry considering price, age and taste as primary parameters of
segmentation.
 Britannia no-doubt as topped the sales static among its competitors , its
visibility stats proof its effective advertising strategies and individual focus
on segmentation.
 Companies aggressive marketing strategies indicates its seriousness towards
advertising and brand promotions.
Following strategies adopted by the organization.

 A strong quality of the product and customer satisfaction:

Customers always believe in good quality product. in my survey I found
that in percentage term more people is quality conscious and not price
conscious. Customer satisfaction is very important part of the organization
that at any cost they have to fulfill.
 A growing relationship with customer and customer retention:
Nowadays a good relation with customer is very important for
organization. Sale is totally depending on the relation with the customers.
Customer's retention is also a major aspect for growing business. It means
keep the old customer and try to make new customer.
 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.
 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.
 Promotional Strategy
 Under the market strategy promotional idea is very important. Organization
provides some schemes or rebates to retailers or consumers. They make
advertisement according to convenient of the people and the feature of the
product.
 So on the basis of marketing strategy a organization runs in the market. It is
several types of which makes helpful to increase sales and turnover of the
organization.