MINOR PROJECT REPORT

ON

“A STUDY ON THE MARKETING MIX OF BRITANNIA’

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF
THE DEGREE OF BACHELOR IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF:

Mrs. CHARU PURI
SUBMITTED BY:
Name of the Student: Deepanshu Bansal
Enrolment No.: 40550401717
BBA (II Shift), Semester III
Batch 2017- 2020

Jagan Institute of Management Studies

 CERTIFICATE FROM THE ORGANISATION

This is to certify that the minor project titled “ To study the Marketing Mix of BRITANNIA” is an
academic work done by “Deepanshu Bansal” submitted in the partial fulfilment of the requirement for the
degree of Bachelor of Business administration at Jagan Institute of Management Studies, Delhi, under
my guidance and direction. To the best of my knowledge and belief the data and information presented by
him in the project has not been submitted earlier.

Name of the Faculty-Mrs. CHARU PURI

 ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any task is incomplete without the
mention of people who made it possible. So I take this is a great opportunity to pen down a few lines about the
people to whom my acknowledgement is due. It is with the deepest sense of gratitude that I wish to place on
record my sincere thanks to Mrs.CHARU PURI, my patience guide for providing me inspiration,
encouragement, guidance, help and valuable suggestions throughout the project.
I would also like to thank all my respondents for giving me their valuable time and information.

Name of the Student- DEEPANSHU BANSAL

Enrollment No.-40550401717
 EXECUTIVE SUMMARY

Britannia Industries Limited (BIL) is one of Indias leading food companies. Britannias product portfolio includes
Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Its brand
portfolio includes Tiger, Marie Gold, Good Day, 50:50, Treat, NutriChoice and Milk Bikis. BIL has a presence in
more than 60 countries across the globe. BILs international footprint includes presence in Middle East through local
manufacturing in UAE and Oman. The company is also the market leader in Nepal. The Company was born in 21st
March of the year 1918 as a public limited company. The Companys plants are situated in Kolkata, Delhi, Chennai,
Mumbai and Uttarakhand.. 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. A new factory was established in
the year 1924 at Kasara Pier Road in Mumbai. In the same year, the Company became a subsidiary of Peek, Frean &
Company Limited, U.K., a leading biscuit manufacturing company, and further strengthened its position by
expanding the factories at Calcutta and Mumbai. In 1952, the Kolkata factory was shifted from Dum Dum to
spacious grounds at Taratola Road in the suburbs of Kolkata. During the same year automatic plants were installed
in Calcutta and later in 1954 the automatic plants were installed in Mumbai plant, also in the same year the
development of high quality sliced and wrapped bread in India was initiated by the company and was first
manufactured at Delhi and a new bread bakery was set up at Delhi in the year 1965. Britannia Biscuit Company
takes over biscuit distribution from Parrys during the year 1975. In 1976, the company had introduced Britannia
bread in Calcutta and Chennai. During the year 1978, the company made Public issue, in that Indian shareholding
crossed 60%., Nepal during the year 1980 for the supply of know-how relating to manufacturing, packaging and
marketing of biscuits and selection of plant and machinery.

During the year 1989, BILs Executive Office was relocated to Bangalore. During the year 1990, two new brands of
biscuits, Elaichi Creamand and Petit Beurre were launched. Also, in the same year a new cashew badam variant of
the brand Milk Bikis and brand extension of pure magic biscuit Vanilla cream were launched, Fruit bread was
launched in Delhi. The Company launched two new speciality brands in the year 1991 viz., Britannia milk bread
and Britannia brown bread in Delhi and extended nationally its main brands Petit Beurre and Elaichi Cream. In 17th
August of the year 1991, the Company handed over its Soya unit at Vidisha, MP to SM Dychem Ltd. BIL had
celebrated its Platinum Jubilee in the year 1992. After a year in 1993, Wadia Group had acquired the stake in ABIL,
UK and becomes an equal partner with Group Danone in BIL. The Company was in re birth phase during the year
1997, new corporate identity Eat Healthy, Think Better leads to new mission of Make every third Indian a Britannia
consumer and in the same year BIL entered into the dairy products market. In 1998, BIL had launched Half/Half, a
soft cake filled with cream in two variants, chocolate-vanilla and vanilla-orange.. In the same year, the company had
launched Britannia Milkman Butter, a product under the Milkman brand. BIL made its fund in-principle agreement
to acquire 49 per cent of Kwality Biscuits in the year 2001 through internal accruals. During the year 2002, the
company had entered into a joint venture with the Fonterra Cooperative Group, New Zealands biggest company and
one of the leading diary co-operative groups in the world and the Britannia New Zealand Foods Pvt. Ltd was born.
Pure Magic, the companys product was winner of the Worldstar, Asiastar and Indiastar award for packaging in the
same year 2002. After a year, in 2003, BIL had launched Treat Duet, most successful of the year and Britannia Khao
World Cup Jao rocks the consumer lives yet again. During the year 2004, Britannia accorded the status of being a
Superbrand and the brand Good Day added a new variant Choconut in its range. Reviewed marketing alliance with
the Kolkata-based Thacker Dairy Products Pvt Ltd. In the year 2005, Britannia New Zealand had launched health
drink for adult. The new plant in Uttaranchal, commissioned during the year 2005, it was ahead of schedule. In the
same year, BIL launched yet another exciting snacking option the Britannia 50-50 Pepper Chakkar. BIL had forged
a strategic alliance with CCD Daily Bread Pvt Ltd in the year 2006, a Bangalore based Company engaged in
manufacturing and retailing of premium breads, cakes snacks and high end ready to eat foods. In the year 2007,
Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a 70 percent beneficial
stake in the Dubai-based Strategic Foods International Co. LLC and 65.4% in the Oman-based Al Sallan Food
Industries Co. SAOG. The company was rated as the No 1 Most Trusted Food Brand in a survey conducted by AC
Nielsen ORGO-MARG and published in Economic Times in the year 2007.
Britannia launched Iron fortified Tiger Banana biscuits, Good Day Classic Cookies, Low Fat Dahi and renovated
MarieGold during the period of 2008. BIL was ranked 27th place in the list of Indias Fastest Growing Large
Companies by Business Today, Special on June of the year 2008. In 2009, Britannia took full control of Daily
Bread. During the year, Britannia New Zealand Food (BNZF) became a BIL subsidiary after BIL bought out New
Zealands Fonterra from the existing joint venture. BNZF was renamed Britannia Dairy Pvt. Ltd. (BDPL). During the
year, Britannia became the first bakery brand in India to remove trans-fats from 99.9% of its products. During the
year, Wadia Group became the largest shareholder in BIL after acquiring stake holdings from Group Danone.In
November 2011, Britannia Bread launched its new range of Health Breads in Delhi. The range consists of Honey &
Oats Bread, Multi-Grain Bread, 100% Whole Wheat Bread and Multi-Fiber Bread.In 2013, Britannia launched new
NutriChoice Crackers Range, a biscuit made with the natural taste of sun-kissed golden wheat.In 2014, Britannia
entered into an exclusive tie-up with Amazon for the launch of its latest product Good Day Chunkies, a super -
premium chocolate chip cookie. In 2015, Britannia Bourbon, Indias first premium chocolate biscuit, completed 60
glorious years.In 2016, Britannia launched Cake Biscotti, Indias first ever classic Bridge product combining the best
of the world of a cake and that of a cookie. During the year, Britannia launched its state of the art R&D Centre
facility in Bidadi, Karnataka.The Board of Directors of Britannia Industries at its meeting held on 9 February 2016
considered and approved a Scheme of Arrangement under Sections 391-394 of the Companies Act, 1956 for
demerger of the Manufacturing Business division and Retail Sales Business division of Daily Bread Gourmet Foods
(India) Private Limited, a wholly-owned subsidiary of Britannia Industries, into Britannia Industries. On 28 March
2017, BIL announced that it has signed a joint venture agreement with Chipita S.A., a Greek company, for the
manufacture and sale of ready-to-eat delicious croissants in India through a joint venture company namely Britchip
Foods Limited. BIL will hold 60% stake and Chipita will hold 40% stake in Britchip Foods Limited.
 TABLE OF CONTENTS

Chapter I : Introduction

 Overview
 Company profile
 Swot analysis
 Britannia competitors

Chapter II: Objectives and Methodology

 Objectives
 Methodology
 Scope of the study

Chapter III: Conceptual discussion

Chapter IV : Data Analysis
Chapter V: Findings & Recommendation
CHAPTER-1
Introduction
 OVERVIEW

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of

ideas, goods, and services. A marketing strategy is composed of several interrelated components called the

marketing mix: The Marketing mix consists of answers to a series of product and customer related questions.

The Marketing Mix

A. Market selection
 Who are the customers or subset (segment) of customers you are targeting?

B. Product planning

 What products are the companies going to design or OEM for the selected customers?

 What are the products features uniquely targeting this market?

 How will the product be packaged?

C. Pricing

 Pricing is a quantitative expression of the value of the product to the customer.

 Pricing should be designed like a feature consistent with the use of the product.

 What will you charge for and How much?

 How will the customer pay and when?
 D. Place
 Which channel, direct, wholesale or retail channels best moves and delivers the product and its
benefits to the selected mark?

E. Promotion
 Positioning
 Selling
 Communications

 Support and Service

A fundamental aspect of modern marketing

First, here's something that is fast becoming the most fundamental aspects of marketing to get right, especially
if you want to build a truly sustainable high quality organisation (of any size) in the modern age:

Ensure the ethics and philosophy of your organisation are good and sound. This might seem a bit tangential to
marketing and business, and rather difficult to measure, nevertheless...

Price is no longer the king, if it ever was. Value no longer rules, if ever it did. Quality of service and product
is not the deciding factor.

Today what truly matters is ethical and philosophical quality - from the bottom to the top - in every respect -
across every dimension of the organisation.

Modern consumers, business buyers, staff and suppliers too, are today more interested than ever before
in corporate integrity, which is defined by the organisation's ethics and philosophy.

Good sound ethics and philosophy enable and encourage people to make 'right and good' decisions, and to do
right and good things. It's about humanity and morality; care and compassion; being good and fair.
 COMPANY PROFILE
Britannia Industries Limited is a food company, which is engaged in the
manufacture of biscuits, cakes and rusks. The Company operates through
the Foods segment, which comprises bakery and dairy products. The
Company's product brands under biscuits category include Good Day,
Crackers, NutriChoice, Marie Gold, Tiger, Milk Bikis, Jim Jam + Treat,
Bourbon, Little Hearts, Pure Magic and Nice Time. Its products under
breads include Whole Wheat Breads, White Sandwich Breads and Bread
Assortment. Its products under diary category include Cheese, Fresh Dairy
and Accompaniments.
Its products under cakes category include Bar Cakes, Veg Cakes, Chunk
Cake, Nut & Raisin Romance, and Mufills. Its product under rusk category
includes Premium Bake. The products of the Company are exported
across the world, which include Gulf Cooperation Council Countries
(GCC), African Countries and American Countries. Its subsidiaries include
Manna Foods Private Limited and International Bakery Products Limited.

REVENUE- 8,684.39 crores INR

MARKET CAPTURE - 6,001.00 INR

BRITANNIA CORPORATE BUSINESS PRINCIPLES

”It's not hard to make decisions when you know what your values are”. Those words
capture, in a nutshell, what we believe in. Our foundation is built on the core
values that we stand by and demonstrate through our actions every single day

. LEADERSHIP

We have the courage to shape a better future for all our stakeholders.
OWNERSHIP

We hold ourselves accountable for consistent, sustainable results by focusing on

opportunities & eliminating obstacles, internal or external.

PASSION FOR LEARNING

We apply thought, creativity & sound business judgment to meet aggressive goals &
continually invest in people, products & processes.

RESPECT

We value all stakeholders, our communities & the environment and treat them with
dignity and respect.
 SWOT ANALYSIS OF BRITANNIA
STRENGTHS

1. Brand portfolio: Britannia is the only company in India that has offerings in bakery
products across the segment for all income groups due to which it’s possible for them
to acquire large share of wallet of consumers. Britannia holds nearly 30% market share
in the India’s biscuit category.
2. High Brand Recall: Because of its presence across range of bakery products like
biscuits, rusk, cakes & dairy products like milk, butter & cheese etc., their shelf
visibility is high. Also their focused marketing & advertising campaigns resulted into
positive word of mouth & high TOMA (top of mind awareness).
3. Serving Indian Markets from last 120 years: 123 years ago, in a small house in
central Calcutta (now Kolkata) an intrepid baker made a batch of delicious, golden
brown biscuits. These were meant for officers of the British Raj and their
families, people used to the high standards of English tea-time snacking. Over the last
century and a quarter, Britannia has been serving the Indian consumer with a range
of fresh, nutritious and flavor-rich products. Today, Britannia is a leading food
company in India with over Rs. 6000 crores in revenues, delivering products in over 5
categories through 3.5 million retail outlets to more than half the Indian population.
4. In depth product portfolio: It has different offering for different income groups with
large assortments across the product categories like in Biscuits they have tiger ,milk
bikis , Good day, Bourbon ,little hearts, crackers , nutria-choice.
5. Market Penetration and distribution: Being present in the market with such large
SKU’s and making it available through its robust distribution system, Britannia has
penetrated to every nook & corner of the country.
6. Market Leader in bakery: Britannia Industries Limited (BIL) is a major player in the
Indian Foods market with leadership position in Bakery category and has a market
share of ~ 30% in the industry. Britannia offers both delightfully indulgent and healthy
choices in biscuits, bread, cake, rusk and a range of dairy products that include
cheese, curd and specially formulated functional beverages with a dairy base.
WEAKNESSES IN THE SWOT ANALYSIS OF BRITANNIA
1. Over dependency on the biscuit business: Britannia’s 75% revenue comes from
biscuit business. Although they are market leader in the same but over dependency on
the same may affect their long term existence in the business.
2. Various brands got commoditized over time: Brands like Bourbon & glucose
biscuits of Britannia got commoditized over time such as in case of
“bourbon”, Parle also introduced “Parle bourbon” biscuits. Brand name when used like
this by other companies, creates confusion in the mind of the consumers resulting in
loss of sale.
3. No overseas presence: Apart from India Britannia have presence in Dubai & Oman
that too through subsidiaries. But overall export of the products is very less then its
actual potential.
4. Struggling dairy business: Dairy business contributes only 5% of the company’s
overall revenues.

OPPORTUNITIES IN THE SWOT ANALYSIS OF BRITANNIA

1. Emerging Dairy Industry: With organoleptic (flavor, taste & color) features shaping
the dairy industry, improving dairy products can help the company to improve their
market share & reposition itself in dairy market.
2. Changing lifestyle & demand for healthier food products: Improvement in literacy rate,
health awareness, changing lifestyle,& increase in disposable income are shaping the
demand for healthy food products.
3. Overseas Market: Expanding its business to other overseas market can help the
company to emerge as a global player in the food products.
THREATS IN THE SWOT ANALYSIS OF BRITANNIA
1. Competition in the market: With increasing number of players (local players – Anmol,
Priya & national- ITC, Parle), it’s becoming very hard for the company
to differentiate themselves from others. There is also threat from counterfeit products
destroying its brand image in the market.
2. Price of raw material: Increasing price of commodities will result in further increase in
the price of the end product. Further increase in price will result in decrease
in profitability or reduced consumption.
3. Buyers power: With highly diversified consumer goods market where there are lots of
brands claiming different sorts of benefits, it’s very difficult for consumers to stick to a
particular brand & hence results into brand switching where consumer get power to select
a brand based on several factors like availability, referencegroup recommendation,
preference & price.
 Competitors of Britannia
1) Parle

Parle Products Pvt. Ltd. manufactures, markets, and sells biscuits

and confectionery. It offers a range of salt, milk, butter, chocolate,
and cream biscuits; crispy toasts/rusks; a range of snacks; and
chocolates, candies, and mints. The company sells its products to
customers in India, the United States, the United Kingdom,
Canada, Australia, New Zealand, the Middle East, and
internationally. Parle Products Pvt. Ltd. was founded in 1929 and
is based in Mumbai, India.

2) AMUL
Anand Milk Producers Union Limited or Amul is an Indian dairy
cooperative, based at Anand in the state of Gujarat.[2]
Formed in 1948, it is a brand managed by a cooperative body, the Gujarat
Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is
jointly owned by 3.6 million milk producers in Gujarat.[3]
Amul spurred India's White Revolution, which made the country the world's
largest producer of milk and milk products.[4]
The white revolution was spearheaded by Tribhuvandas Patel under the
guidance of Sardar Patel and Verghese Kurien. As a result, Kaira District
Milk Union Limited was born in 1946. Tribhuvandas became the founding
chairman of the organization and led it until his death. He hired Dr. Kurien
three years after the white revolution. He convinced Dr. Kurien to stay and
help with the mission.[citation needed]
Kurien, founder-chairman of the GCMMF for more than 30 years (1973–
2006), is credited with the success of Amul.[5] Amul has become the
largest food brand in India and has ventured into markets overseas.

3) NESTLE

Nestlé's products include baby food, medical food, bottled water, breakfast
cereals, coffee and tea, confectionery, dairy products, ice cream, frozen
food, pet foods, and snacks.
Twenty-nine of Nestlé's brands have annual sales of over CHF1 billion
(about US$1.1 billion),[10] including Nespresso, Nescafé, Kit
Kat, Smarties, Nesquik, Stouffer's, Vittel, and Maggi. Nestlé has 447
factories, operates in 189 countries, and employs around 339,000
people.[11] It is one of the main shareholders of L'Oreal, the world's largest
cosmetics company.[12]
Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk
Company, established in 1866 by brothers George and Charles Page, and
Farine Lactée Henri Nestlé, founded in 1866 by Henri Nestlé.[13] The
company grew significantly during the First World War and again following
the Second World War, expanding its offerings beyond its early condensed
milk and infant formula products. The company has made a number of
corporate acquisitions, including Crosse & Blackwell in 1950, Findus in
1963, Libby's in 1971, Rowntree Mackintosh in 1988, Klim in 1998,
and Gerber in 2007.

4) Mother dairy

mother Dairy Fruit & Vegetable Pvt Ltd is an Indian company

that manufactures, markets and sells milk, milk products and other
edible products.[1] Its milk products include cultured products, ice
cream, paneer and ghee under the Mother Dairy brand. The
company also sells edible oils, fresh fruits and vegetables, frozen
vegetables, and processed food like fruit juices, jams, pickles etc.
Mother Dairy was founded in 1974, as a wholly owned subsidiary
of the National Dairy Development Board (NDDB).
 CHAPTER-2

OBJECTIVES AND METHODOLOGY

OBJECTIVE
The purpose of research is to discover answers to questions through the application of scientific procedures.
The main aim of research is to find out the truth which is hidden and which has not been discovered as yet.
Each research study has its own specific purpose. We may think of research objectives as falling into the
following broad headings:

 To gain familiarity with a phenomenon or to achieve new insight into it.

 To determine the frequency with which something occurs or with which something it is associated.
This is known as Diagnostic case study.
 Formative research study to portray accurately the features of individuals, situations or groups.
 To test a hypothesis of a causal relationship variables.

METHODOLOGY

Methodology is a process to systematically solve the research problem. It may be understood as a science of
studying how research is done scientifically.

Why a research study has been undertaken? How the research problem has been defined? In what way and
why the hypothesis has been formulated? What data have been collected and particular method has been
adopted? Why particular technique of analyzing data has been used and a host of similar other questions are
usually answered when we talk of research methodology concerning a research problem or study?

A research design serves as a bridge between what has been established (the research objectives) and what is
to be done, in the conduct of the study. In this project research done is of conclusive nature. Conclusive
research provides information that help in making a rational decision. Descriptive design was choose to
measure the satisfaction level of customers on the basis of different parameters such as quality, price, features,
technology, after sale services etc. This design ensured complete clarity and accuracy. It also ensured
minimum bias in collection of data and reduced the errors in data interpretation. Statistical method was
followed in this research because the data was of descriptive nature and it also enabled accurate
generalizations.
SOURCE OF DATA
There are different sources of collection of data. This is the first stage in statistics. Before deciding the source
to collect the data one has to make a proper planning of investigation and the purpose of enquiry.
Following are the various sources of collection of data:

INTERNAL: A large number of individual organizations and government departments generate the data as
their regular function which is the internal information. Internal data may be available in the organization
about sales, production, salary, wage, profit, etc.

EXTERNAL: Information collected from outside agencies is called external data which can be obtained
from primary source or secondary source. This type of information can be collected by census or sample
methods by conducting surveys and investigations.
External is further categorized into two parts:

Primary Method:

In primary data collection, you collect the data yourself using methods such as interviews and questionnaires.
The key point here is that the data you collect is unique to you and your research and, until you publish, no
one else has access to it.

Secondary Method:

All methods of data collection can supply quantitative data (numbers, statistics or financial) or qualitative data
(usually words or text). Quantitative data may often be presented in tabular or graphical form. Secondary data
is data that has already been collected by someone else for a different purpose to yours.
COLLECTION OF DATA

PRIMARY
 DIRECT PERSONAL INTERVIEW
 INDIRECT PERSONAL INTERVIEW
 TELEPHONE INTERVIEW
 MAILED QUESTIONNARIES
 QUESTIONNARIES FILLED BY ENUMERATORS
SECONDARY
 GOVERNMENT PUBLICATIONS
 PUBLICATIONS OF INTERNAL BODIES
 SEMI-OFFICAL PUBLICATIONS
 PRIVATE PUBLICATIONS

SCOPEOF THE STUDY

 The purpose of study is to know the competitive strategy. This study is very important in order to
know the consumers in India context and what they prefer to purchase the product.
 Through this study we can know the thinking of the consumers and what they actually want the
product and service from the companies. This study is really going to help me for getting too much
knowledge about this industry.
 This study will help me understanding the factors which are affecting the consumer and supply about
how the companies provide better services to the consumers.
 This research gives the information to both product company about the customer as which product do
the customer most like and customer satisfaction of which product is better this market research show
the weakness of products.
 CHAPTER-3

CONCEPTUAL DISCUSSION
Every organisation works with certain objectives and these are to be achieved. To achieve the

pre-decided objectives a number of activities are to be performed. It is not necessary that one

all organisations would perform one type of activities. The activities may include production,

marketing, human resource, finance, transportation, service, research, logistics, purchasing,

and storage, trading, assembling, distribution and others. These activities are performed and

these are related to each other so that the objectives can be fulfilled effectively.

Similar waythe marketing activities are performed in some of the company those are interested in

marketing the products or services for use of customers. Marketing is one of the important

activities of an organisation. It is through marketing the products or services of the company

are reaching to the customers. The company gets the money back when the products are sold

out in the market. So the business cycle keeps on going further. It is required to coordinate

the marketing activities without activities also. It is necessary to work in close coordination

with production. Production alone is not going to serve the purpose. Production without

marketing become useless for the company and marketing without production is not possible.

Similarly, marketing is related to other activities like finance, research and human resource

activities. So the main concerned here is with the marketing activities.

Marketing is the process by which companies create customer interest in goods or services. It

generates the strategy that underlies sales techniques, business communication, and business

developments. It is an integrated process through which companies build strong customer

relationships and create value for their customers and for themselves.
The term marketing concept holds that achieving organizational goals depends on knowing

the needs and wants of target markets and delivering the desired satisfactions.Marketing is a very important
activity for the organisation. In marketing a lot of sub activities

are performed. Marketing includes the activities like identification of demand, research,

market segmentation, product development, launching of products, modification of products,

deletion of products, product design, pricing, different types of pricing, promotion of

products and services, sales promotion, personal selling, publicity, public relations, adverting,

distribution of products and services, consumer behaviour, internal and international market

coverage, branding, packaging, labelling and many other activities. It is very difficult to have

clear idea regarding marketing activities.

For easy understanding and proper planning ofactivities, the marketing activities are divided into four areas
for products. These are product,

pricing, promotion and placement. For services the groups include product, price, promotion,

placement, people, process and physical evidence. In the research study the topic is related to

promotion of products.

Without creating awareness the customers would not come to know about the company

existence in the markets, products and services they produced and features of their products

and services. The messages regarding the products, company, features of their products and

services are to be communicated by using different promotion methods. One of the methods

is sales promotion and it covers the scope of the study.

 CHAPTER-4

DATA ANALYSIS
DATA ANALYSIS

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of
discovering useful information, suggesting conclusions, and supporting decision making. Data analysis has
multiple facets and approaches, encompassing diverse techniques under a variety of names, in different
business, science, and social science domains.

STEPS OF DATA ANALYSIS:

 Decide on the objectives

 Identify business levers
 Data collection
 Data cleaning
 Data modeling
 Grow a data science team:
 Optimize and repeat
 QUESTIONNARIE

1. AGE OF THE REPONDENTS?

AGE NO. OF RESPONDENT % OF RESPONDENTS

15-20 35 35
20-25 44 44
25-30 12 12
30 AND ABOVE 9 9

Sales
INTERPRETATION
The above diagram shows us the percentage in the age of respondents. As it shows that from age 15-20 the
number of respondents are 31 % and from age of 20-25 it is 48 % and from 25-30 it is 14% this is the above
data which is shown by the this pie chart.

2 TO KNOW THE OCCUPATION OF THE RESPONDENTS?

OCCUPATION NO. OF RESPONDENT

STUDENT 85
PROFESSIONAL 5
GOVT. EMPLOYEE 2
SELF EMPLOYED 6
OTHERS 2

INTERPRETATION
This graph help us to know the occupation of the respondents, this is to know that which segment of people
are buying more products on the internet whether they are the segment of students government employees or
professional, the above graph shows that the segment of the students i.e. 90% of the students are using internet
and use to buy online products.
 3 GENDER OF THE RESPONDENTS?

GENDER RESPONDENT
MALE 86
FEMALE 14

FIGURE 2

INTERPRETATION
As our respondents are mostly from the hostel of College and the campus of university itself, we use to get
more data from males as they were ready to give their experiences, it this graph itself is showing more
percentage of males rather than females, the percentage of male respondents is 86% and percentage of female
respondents is only 14%.
 4 MONTHLY INCOME OF THE REPONDENTS?

Income of Respondents % of Respondents

Less than 10000 94

10000-20000 3

20000-30000 3

30000-40000 0

40000 Above 0

FIGURE 4

INTERPRETATION
This above graph shows the percentage of monthly income of the different respondents, and it show that less
than 10000 income respondents have bought Apple products because most of them are students and they use
to buy new technology.
 5 DO YOU PREFER BRITANNIA PRODUCTS?

% of respondents

Yes 60

No 40

Sales

INTERPRETATION
According to the data collected on the question it seems that 60% of the people holds britannia products or we
can say they prefer Britannia products over any other products reasons can be the quality and price of the
Britannia products.
 6 HOW DO YOU RATE PRODUCTS OF BRITANNIA ?

Rating No. Of people (out of 100)

Poor 5

Average 20

Good 25

Very Good 35

Excellent 15

40
35
30
25
Column1
20
Column2
15
Column3
10
5
0
POOR AVERAGE GOOD VERY GOOD EXCELLENT

INTERPRETATION

Considering the ratings from different people about consuming Britannia products, it is found that most people like buying
Britannia products. Only about 5% dislike them whereas 60% people love buying and consuming the products of Britannia
 7 WHAT ATTRACT YOU TO TRY OUT NEW NUTRI CHOICE
BISCUITS IN THE MARKET?

What attracts to try Responses

new chocolate bar

Sample taste 15

Cheaper price 25

Promotional activities 4

Advertising campaign 6

responses
25
20
15
10
5
0
responses

INTERPRETATION:
Cheaper price then sample taste attracts more customer to buy new nutri choice in the market.
 8 IN COMPARISON WITH HIDE&SEEK , IS THE SIZE OF CHOCO
TREAT JUSTIFIABLE TO ITS PRICE?

Options Responses

Yes 20
No 30

Column1

YES
NO

Interpretation:
The size of Britannia choco treat are less justifiable than parle hide & seek
 . CHAPTER-5

FINDINGS & RECOMMENDATIONS

FINDINGS

 The awareness level of Britannia dairy product in bulk users are around 60 % and only 40% are
using mother dairy products
 Higher price are not meeting the competitors rate as bulk consumers are very price sensitive
 In case of canteen contract some of them prefer credit purchasing which is against company’s
norms and policies
 Aiming at whole family products will improve theire demand

RECOMMENDATIONS

 Keep the taste nice.

 Increasing advertising and show your competitive edge.
 Increase loyalty of customers with brand through attractive packages.
 Keep the price low because the day when price of a competitor will be very near to your price
your sales will boost up.
 Increase its distribution network.
 Can start new schemes like cash prices on scratching the bar code on the packets
 BIBLOGRAPHY

Books:
 Kotler Philip “Marketing management”
 T.N. Chhabra “ Marketing Management”

Magazines:
 Advertising and marketing Magazine
 The Economic Times – “Brand Equity”
 Murthy E.N.-ANALYST
 Business World
 Business Today

Website:
 www.britannia.co.in
 www.moneycontrol.com
 www.iloveindia.com
 www.shine.com
 http://www.thetimes100.co.uk