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Summer Training Project Report


Britannia Industries Limited

(Sales Promotion of Britannia Biscuit Brands in Rural Market)

Summer Training Project Report

Submitted for the partial fulfillment of the degree of

Master of Business Administration


Roll no. – MBA /08-10/0817270013

Under the guidance of:


Project in-charge

Britannia Industries Limited



I, Ashish singh, do hereby declare that the project report on Britannia Industries Limited
is a genuine research work undertaken by me.

All care has been taken to keep this report error free and I sincerely regret for any
unintended discrepancies that might have crept into this report. I shall be highly obliged
if errors (if any) be brought to my attention.

Ashish singh

Table of Contents

Page No.

1 Declaration

2 Acknowledgement 4

3 Preface 5

4 Executive Summary 5

5 Literature Review 7

6 Introduction 10

i. About the company and the Industry Review 11

(ii) About “Project Magnum 21

7 Objective of the project 25

8 Research Methodology 25

9 Findings and Analysis 31

10 Limitation 33

11 Comparison with other business competitors 33

12 Summary/conclusion 35

13 Market Potential &Suggestions 36

14 Bibliography 37

15 Word of Thanks 38

16 Appendix 39


A work is never a work of an individual. I owe a sense of gratitude to the intelligence and
co-operation of those people who had been so easy to let us understand what we needed
from time to time for completion of this exclusive project.

I want to express my gratitude towards Mr. Mohit Agarwal, Marketing Faculty, CMS-
IILM, Greater Noida for giving me important guidance to do this project.

Last but not the least, I would like to forward my gratitude to BRITANNIA superstockist
(Sultanpur) & pioneer sales manager ,sales officer Mr. Shambhunath Bannerjee, project
in charge Mr. Dhiraj Kumar and other company members and representatives who
always endured me and stood by me and without whom I could not have envisaged the
completion of our project.


To start any business the success entirely depends on the marketing research done about
the particular and the consumer attitude towards the product. Marketing research plays a
vital role in a business to make it success.

I have tried to put my best effort to complete this task on the basis of skill that I have
achieved during my studies in the institute.

I have tried to put my maximum effort to get the accurate statistical data. However I
would appreciate if any mistakes are brought to me by the reader.


After going thick on the things, 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 provides them highest.
They expect return in the form of profit margin, company schemes, window display,
POSM (point of selling material) and reference of the shop. Among these, company
schemes make the difference and are the highest sources 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
manufacturers to deliver what consumer wants. I need to stress on it because 58%
retailers said that it is demand why they sell Britannia. 61% 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
a feeling of belonging to the company in inner of the retailers. This can be done by
setting values club for retailers so that they may exchange views with the company and
help in understanding consumer behavior.



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 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.

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
processes of marketing strategies 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

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

habit. It is an approach midway between mass marketing and individual marketing.

Through this the choice of distribution channels and communication channels become
much easier. The researchers try to form segments by looking at consumer’s

characteristics, geographic, demographic, and psychographic. After segmenting the
market then target market selected.

2. Positioning: - The positioning is a creative exercise do 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 it’s DAP
fertilizer by Higher yield at lower cost. As companies increase the number of claims for
their brand, they risk disbelief and a loss of clear positioning. In general a company must
avoid four major positioning errors. Those are under positioning over positioning,
confused positioning and doubtful positioning.

3. Product: - A product is any offering that can satisfy a need or want. The major types
of basic offerings are goods, services, experiences, events, places, properties,
organizations, information and ideas. The company gives more importance in quality,
packaging, services etc. to satisfy the customers. The products have its 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 its distribution network. Proper distribution network gives proper availability of the

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 promotions 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 outlines 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


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


Sizes Transport






(I)About Company


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

The beginnings might have been humble-the dreams were anything but. By 1910, with
the advent of electricity, Britannia mechanized its operations, and in 1921, it became the
first company east of the Suez Canal to use imported gas ovens. Britannia's business was
flourishing. But, more importantly, Britannia was acquiring a reputation for quality and
value. As a result, during the tragic World War II, the Government reposed its trust in
Britannia by contracting it to supply large quantities of "service biscuits" to the armed
forces. As time 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.

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 preeminent food brand of the

country. It was equally recognized for its innovative approach to products and marketing:
the Lagaan Match was voted India's most successful promotional activity of the year
2001 while the delicious Britannia 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 populations and a strong management
at the helm means Britannia will continue to dream big on its path of innovation and



Britannia industries limited


1-Tiger Banana: A new variant under 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.

2-NutriChoice Sugar Out : 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. 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, wheat cereals 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.

3-Britannia 50-50 Pepper Chakkar

The launch of the latest 50-50 variant left everybody guessing "What it eez?" From TV
ads, radio, outdoor and in-store display materials to events, a website and SMS and email
blasts, traditional and new media were blended.

4-NutriChoice Digestive Biscuit

Made with 50% whole-wheat and packed with added fibre (10% of our daily dietary
needs), these delightfully tasty biscuits are amongst your healthiest bites of the

5-Treat Fruit Rollz

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'.

6-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.

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

Management Hierarchy

GAUTAM BANERJEE - General Manager - Materials

ASHOK KUMAR GUPTA - General Manager - Accounts & Planning
R K AGRAWAL - General Manager – Manufacturing
R S SUBRAMANIAM -General Manager–Technology, Strategy, Projects &
ANURADHA NARASIMHAN - Category Director - Health & Wellness
SHALINI DEGAN - Category Director - Delight & Lifestyle
BALAJI REDDIPALLI - Head Replenishment
R. ANAND - Business Operations Director

JEHANGIR TANKARIWALA - General Manager - Human Resources
SHRIDHAR PANSHIKAR - National Sales Manager
V. MADAN - Company Secretary & Head of Legal

The Industry and Market segmentation:

Biscuits derive its name from a French word meaning twice backed bread; Biscuits in
general have a good shelf life, which is higher than all other snack items available in the

India is the 3rd largest producer of biscuits in the world after the U.S.A. but still the per
capita consumption is only 2.3 kg/year of developed countries. As per the latest survey
done by N.C.A.E.R., 49 biscuits are consumed in rural areas. The penetration of
biscuits into households stands at an average of 83.2% with the rural penetration at
77% and urban penetration at 88%. Biscuits are reserved for the small scale sector but
there are strong possibilities of the industry being deserved in line with the government
policy of liberalization. The net effect thus would be greater choice for the consumer as
well as a check on the costs.

If we talk about the market segmentation then the most common segmentation of the
biscuit market is the price point, giving the mass, popular and premium segments. Parle is
the clear leader in the mass segment, with 67% market share Britannia is leader in the
other two, with 40% market share. The urban/rural divide is fairly pronounced. Urban
markets account for at least 60% biscuit sales. Rural penetration is varies from a high of
55% in the low price segment, to a low of 22% in high price segment.

[Fig:-Rural Penetration in Segment]

Britannia, makers of Britannia biscuits, doubled capacity from 25 tonnes a day to 50

tonnes and plans to be a national brand soon. In an aggressive mode, the North dominated
biscuit player has increased its ad budget to Rs. 5 corer this year from

Rs. 3 corer last year. Britannia has also recently invested about Rs. 5 corer in the
modernization and expansion of its production and packing its production capacity of 40
tonnes per day to 100 tonnes per day by next year. The aim: to take the current turnover
of Rs. 50 corer to Rs. 100 corer by the year.

The low priced brand claims to have a 15 per cent market share in the North and is
aggressively eyeing a bigger bite of the Rs. 2,500 corer biscuit industry. The brand plans
to gain a 40 per cent market share in the North by the year of.

The company's strategy has been to attract new consumer segments and widen its
consumer base with its well packaged low priced offerings. Britannia's success has also
come from its formidable.

It gives me great pleasure to introduce the Summer Training Report. It is based on the
survey conducted in East Rural U.P. (Sultanpur Distt.) region on Biscuit industry. The
applicability of various branding strategies play crucial role in marketing in product. The
applicability has grown due to the liberalization, competition and technological changes
taking place in corporate world.

In this project the various branding strategies adopted by the company has been studied
and compared on the basis of current market scenario. It gives the idea about the market
share enjoyed by the different companies in the Indian Biscuit Industry.

In 2007 the Indian packed food market was estimated at Rs. 600 bn. Within that, the
biscuit market constitutes about 13% or some Rs. 75 billion in sale. In the hierarchy of
the word biscuit producer, India step on the third step of the podium, behind the US and

The organized sector consists of large, medium and small scale biscuit manufacturers
who produce packed biscuits. The major players in this sector are

Parle, Britannia, Priyagold, ITC, Bakeman’s, and, etc. the unorganized sector comprises
of small bakery units, cottage and household type manufacturing plants. These units
distribute their biscuits in the surrounding vicinity of their manufacturing locations of say
20-50 kms.

“Project Magnum”

(II)About “Project Magnum”

Britannia has launched a very new kind of project named ‘‘PROJECT MAGNUM”.
Under this project they want to spread awareness about the product in rural areas of
U.P. especially in lower price segment.

I had been selected in BRITANNIA INDUSTRIES Ltd. for summer training as a
promoter of Britannia biscuits in rural areas. I was allotted SULTANPUR DISTRICT
and it includes more than 35 RPD (rural preferred dealers) and I had to cover only 9
RPD. These 9 RPD is situated at different location from the center where I stayed. My
job work was to collect POSM (point of selling material e.g. poster, tape, toran, basket,
banner etc) at early morning before 8 am from the superstockist of Sultanpur and then I
go to RPD before 9 am with my own vehicle and I take samples of biscuit from the RPD.

Here I would like to point out that I had to promote only three brand of LUP (low unit
packet) i.e.

TIGER GLUCOSE (38gm, Rs.2/-)

TIGER CREAM (74 gm and 80 gm, Rs.5/-)

GOODDAY BUTTER (54 gm, Rs.5/-)

I used to take 5 sample of each brand. After taking sample I give a receipt to RPD. I ask
the name of 10 retailers where I had to show visibility with the help of POSM. I just jot
down the problems and suggestion about the product and collect the filled questionnaire
and promoter’s sheet given by my project in charge. At evening after 3 pm I go to 2
whole sellers where I do sampling to retailers, talk about the quality of my biscuit brand
and take a glimpse about the product. A special sheet is given on which I fill the all the
problems and suggestion

At evening I sit at the wholesaler point and try to meet with the retailers who come to buy
the biscuit and other product at the whole seller point. It is clear cut direction that we
have to cover at least 30-40 retailers and to convince with our brand.

At every week I send the report to my supervisor and he send to it to project in charge. I
have completed my one month and now I have to track the sale of Britannia of my
allotted RPD as well as other RPD with the help of a software i.e. UDAAN.

This is a special software given by the company to its super stockiest to track the sales

My Learning Achievement: Here as a promoter I got a lot of knowledge about a FMCG

sector like how it works? And about hierarchy of the distribution for rural area
Britannia has a proper channel-



(Carrying and forwarding Agent)



(Rural Preferred Dealer)



I also learned about the relationship of whole sellers and retailers and how to create a
proper positioning and madhurification of our brand on shelf-space, windows and racks.



1-To promote the Britannia Biscuit brands in the rural market by the merchandising
activity and shelf-spacing at the retailer’s counter.

2-To inform the features and benefits of Britannia brand to the customer as well as
retailers of the rural market.


Source of data:

-The data is basically primary in nature

-It was obtained from the consumers, retailers and dealers at 9 RPDs (rural preferred
dealers) of SULTANPUR District. i.e.-

Location Dealer Contact

1-Inhauna Waseem Kirana store 0535-2443403

2-Jagdishpur Lalu Agarwal &Sons 9839976969

3-Musafirkhana Pradeep kumar Kasaudhan 9415381193

4-Lambhua Baba Agency 9935709879

5-Kadipur Rehman Kirana Store 9721445304

6-Gosaiganj Sunil Kirana Store 9451777898

7-Kurebhar Krishna Traders 9936969051

8-Katka Deep Traders 9455437854

9-Amethi Maheshwari General Store 9415965168


-My communication approach was basically promoter’s report, given by my project in-
charge and structured questioning, that is, personal interview with the aid of printed
questionnaire and excel sheet of promoter’s report.(see Annexure)

Sample Size:

Convenience sampling: No sampling technique was employed in arriving at a simple

size. It is a convenience sampling suiting my use.

Retailer’s sample size=24


ANOVA: The application area for experiments in marketing research is wide. Whenever
a marketing mix variable (independent variables) such as price, a specific promotion, or
type of distribution, even specific elements like shelf space, or colour of packaging, and
so on is changed, we would want to know its effect. Under proper conditions, an
experiment can tell us the effects of specific variations in one or more elements of the
marketing mix.Therefore, the potential application area are quite wide-ranging.The
experiment can be done either with only one independent variable (factor) or with
multiple independent factor.

Variables: The Analysis of Variance technique is used when the independent variables
are nominal scale (categorical) and the dependent variables is metric (continuous), or at
least interval scaled.

Experiment Design: The design of the experiment is the most critical when performing
any experiment to be analysed through the techniques of ANOVA. There are four major
types of design to do ANOVA:-

1-Completely Randomised Design in a one –way ANOVA (single factor)

2-Randomised Block Design (two blocking factor)

3-Latin Square Design (two blocking factor)

4-Factorial Design with 2 or more factors.

Significance Level: - This represents the chance that we may be making a mistake of
certain type. It can also be set as (100 minus confidence level desired in the test, divided
by 100). For example, we desire that the confidence level for the test should be 95, then
(100-95)/100, or, becomes the significance level.

We can think of it as a .05 probability that we are making a certain type of error (called
Type I error) in our decision- making process. Type I error is the error of rejecting the
null hypothesis (wrongly of course) when it is true. Commonly used values of
significance used in marketing research are .05(corresponding to a confidence level of
95%) or 0.10(corresponding to a confidence level of 90%).

Here I am doing Factorial Design with two factors.This type of design is employed
when we have two or more independent factors. The major advantage of this design is
that multiple factor can be simultaneously tested.There is two kinds of effects that we can
test. One is called Main Effect. The second one is called Interaction Effect.

ANOVA analysis is to know the impact of self space and the level of merchandising
(promotional activity) on the consumer offtake from retail outlets. Shelf-space has been
categorised in three part:

-Front shelf (at the point of purchase)=1

-Side shelf rack =2

-Back shelf rack =3

Merchandising and outlet decorations in general are considered to be quite significance to

the level of offtake from the respective outlets in consideration and the classification of
the merchandising activitys has been made on the basis of the variety used in the process
and the budget alloted by company.So the three types of visualisation activity that I have
taken are as follows:

-Full set(danglers,suspenders,stickers,posters,tape,baskets,banners and other POSM

(point of selling materials)).=1

-Medium set (danglers,stickersand posters)=2

-Low set (posters and stickers)=3

I shall go about envisaging the impact of the different types of shelf space acquired and
that of the merchandising packages on the volume of sales from the respective retail
outlets taken into cosideration,through the analysis of variance(ANOVA).

Input Data

Problem: For this, I shall use both ‘shelf-space’ and ‘merchandising’ as a factor and
shall do a factorial design in ANOVA. Here I use three null hypotheses (two main effect
and one interaction effect):

1-Shelf-space has no significant effect on sales. (First main effect)

2-Merchandising has no significant effect on sales. (Second main effect)

3-Shelf-space and merchandising both have no effect on sales. (Interaction effect)

S.No. Sales(Rs)/month Shelf Space Merchandising

1 6200 1 1
2 5300 2 1
3 4900 3 1
4 5800 1 2
5 5400 2 2
6 4800 3 2
7 5400 1 3
8 4800 2 3
9 4100 3 3
10 6100 1 1
11 5200 2 1
12 4700 3 1
13 5700 1 2
14 5300 2 2
15 4600 3 2
16 5600 1 3
17 5000 2 3
18 4200 3 3
19 6000 1 1
20 5400 2 1
21 5000 3 1
22 5600 1 2
23 5200 2 2
24 4800 3 2

Output Data:

ANOVA by Factorial design

Between-Subjects Factors
(1=frontshelf,2=side shelf, 3= back 1 8
shelf) 28
(1=full set,2=medium set, 3=low set) 1 9

Tests of Between-Subjects Effects
Dependent Variable: Sales
Source Type III Sum of df Mean Square F Sig.
Intercept Hypothesis 6.191E8 1 6.191E8 191.115 .001
Error 8903464.532 2.748 3.239E6
Shelf space Hypothesis 5401428.571 2 2700714.286 58.645 .001
Error 186384.743 4.047 46052.154b
Merchandising Hypothesis 1193472.222 2 596736.111 12.768 .018
Error 186944.444 4 46736.111c
Shelf space * Hypothesis 186944.444 4 46736.111 3.535 .032
Merchandising Error 198333.333 15 13222.222d
a. MS(shelf space) + MS(Merchandising) - MS(shelf space *
b. MS(shelf space * Merchandising) + .020 MS(Error)
c. MS(shelf space * Merchandising)
d. MS(Error)

Findings and Analysis of output data: Here there are three null hypotheses:

1. If I see the significance level of the first main effect (impact of shelf-space on
sales),it comes .001 that is under the significance level (below 0.05
value).Therefore I reject the first main effect that is shelf-space has no
significance effect on sales of Britannia product.
2. If I see the second null hypothesis that is merchandising has significance effect on
sales. The null hypothesis can be rejected because it shows 0.018 that is lower
value than 0.05.
3. If I see the common interaction effect of shelf-space by merchandising on sales of
Britannia product then significance of F comes 0.032.This is less than value of
0.05.So I reject this null hypothesis.

Above analysis of factorial design and graphs of merchandising (full set ,medium set and
low set )and shelf-space (Front shelf, Side shelf and Back shelf) tell us that how much
impact( in terms of sales) is happened by using different combinations of shelf space and
merchandising activity. Here, I am showing below the each different combination of
shelf-space and merchandising activity and its sales in the may month.

Full set+ Front shelf= 6100 (In Rs.)

Full set+ Side shelf=5300

Full set +Back shelf=4867

Medium set+ Front shelf =5700

Medium set + Side shelf =5300

Medium set + Back shelf =4733

Low set + Front shelf =5500

Low set + Side shelf =4900

Low set + Back shelf=4150

In this way we can provide the appropriate combination according with their sales of
Britannia brand on a retailer’s store. We can make a different combination packs and
apply it in the different retailer’s stores on the basis of their sales figure. This will help to
promote the Britannia biscuits in rural areas and will be a proper utilization of point of
selling materials.

Here I would like to point out that full set of merchandising activity is important but point
of purchase of shelf space is more important. It means we will have to give more
concentration upon shelf space with merchandising.


1-This being a convenience sample, the analysis may not be a true picture of the target

2- Language problem, especially with the core rural respondents of Sultanpur.

3- Prejudice of some of the respondents.

For instance, one of the retailers had a bitter experience with respect to dealer of
Britannia in Amethi town. He was totally against the brand name of
Britannia and could not consider even a single factor in favor of the Britannia brand.

4-Low sample size of the retailers.


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 BRITANNIA biscuits is PARLE-G as the market leader.

In my provided area (Sultanpur Distt.) the share of the market is as follows.







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 PARLE-G is the market leader followed by BRITANNIA biscuits.

These two biscuits company’s the lion's share in the 2,200 crore biscuits industry.

Fig: Company and its market share (only in 9 given RPDs)


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 provides 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 42% agree that at retail shop it is brand popularity,
which determine the purchase of biscuit.

Here 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.


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 affect
retailers. In my study I found some factors which can help to cover great potentiality.

These factors are following:

 S cheme 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 careness 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























I would like to thanks and want to express our gratitude towards Mr. Mohit Agarwal,
Marketing Faculty, CMS-IILM, Greater Noida for giving us important guidance to do
this project.

Last but not the least, we would like to forward our gratitude to sales officer Mr.
Shambhunath Bannerjee, BRITANNIA superstockist Mr. Ajay Kumar Kanaudia
(Sultanpur) & pioneer sales manager Mr. Vimal Prakash Shukla, project in charge Mr.
Dhiraj Kumar and other company members and representatives who always endured me
and stood by me and without whom I could not have envisaged the completion of our

Annexure (1)


The basic methodology that I followed was the questionnaire method. To serve my
purposes, I designed the questionnaires for the customer, retailers and dealers
(wholesalers). Each question was designed in a manner so as to gain the maximum
relevant information from the respondent taking minimum of their time. The
questionnaires that were designed are presented below:


Dear Sir/Madam,

I am a student of Institute for Integrated Learning in Management, College of

Management Studies, Greater Noida. As part of the requirements for my Post Graduation
Diploma in Management I am required to do a research based project. Kindly spend a
few minutes of your valuable time and fill in this questionnaire.

Questionnaire Date:

1-Do you purchase the Britannia brand biscuit?



If no, specify which Brand_____________

2-What influenced your decision to purchase a Britannia biscuit?

(Rank of the following in the order of preference) 1-Best,2-next best, and so on.

-Demand by consumer

-Brand name and reliability



-After sales service

3-Which brand do you think is the toughest competitor to Britannia ?



ITC Biscuits


Why? ______________________________________________

4-DO you think Britannia is a

Successful brand

Unsuccessful brand

5-Why do you think Britannia biscuit product has been successful/unsuccessful brand?

Range (variety) of products

Range of price

Promotional activities

6-Which of the following attributes do you perceive as most important in the?




Any other, specify_______________________________________________

7-Which type of merchandising activity do you like most?

(Rank of the following in the order of preference) 1-Best,2-next best, and so on.

-Full set (danglers, suspenders,stickers,posters,tape,baskets and banners)

-Medium set (danglers,stickersand posters

-Low set (posters and stickers)


8-Acording to you which shelf-space for britannia products do create maximum impact in
the customer’s mind? (Rank of the following in the order of preference)1-Best,2-next
best, and so on.

-Front shelf-space (Ponit of Purchase)

-Side shelf rack

-Back shelf rack

9-What do you think of the promotional activity of Britannia?




10-Do the various schemes/promotional activities affect your purchase plan?



11-Are you aware about the RPD contest?



12-Is the company is responsible to return damage and breakage of the product?


13-Need of scheme, gift and other contest among retailers increase the sales of product or


14- Is LUP (low unit packet) important to increase the sales of higher price segment
especially in rural areas?

15-Does the Cultural and individual relation help to increase the publicity of the product?

16-Do you agree or disagree with punch line of Britannia –‘Eat Healthy Think Better’?


17-Please give the suggestion to make product in better way.

A word about yourself-


Age: (a) 18-25 (b) 26-30 (c) 31-40 (d) above 40

Occupation (For consumers): Student, Business/Any other (specify)___________

Sex: Male/Female

Annual Income: 1) <100000

2) 100000 -150000

3) 150000 - 200000

4) 200000 - 250000

5) 250000 - 300000

6) >300000

Annexure (2)


Name of the promoter: - ASHISH SINGH

Cluster name: - ALLAHABAD

Location: - Sultanpur Distt

Town Name Total Britannia

sale(in Rs.)


24632 61779
2.JAGDISHPUR 137354 138815
3.MUSAFIRKHANA 72957 103855
4.GOSAINGANJ 146725 170921
5.KADIPUR 76260 121659
6.LAMBHUA 91630 145901
7.AMETHI 113288 143495
8.KATKA 114471 165616
9.KUREBHAR 157799 219764


R p d Name Activated product sale

April May

1. INHAUNA 5233 6688

Tiger glucose 6540 8720

Tiger orange 1233.33 2580

Good day(5Rs.) 645 1290

Good day(6Rs.)
2.JAGDISHPUR 39300 47160

Tiger glucose 39240 52320

Tiger orange 6500 9675

Good day(5Rs.) 3200 5160

Good day(6Rs.)

3.MUSAFIRKHANA 15720 21615

Tiger glucose 13080 17440

Tiger orange 3225 6450

Good day(5Rs.) 1935 3225

Good day(6Rs.)
4.GOSAINGANJ 43230 51090

Tiger glucose 39240 47960

Tiger orange 12900 19350

Good day(5Rs.) 7740 10320

Good day(6Rs.)
5.KADIPUR 33405 39300

Tiger glucose 13080 17440

Tiger orange 3225 6450

Good day(5Rs.) 1935 3870

Good day(6Rs.)
6.LAMBHUA 35370 43230

Tiger glucose 13080 21800

Tiger orange 6450 9675

Good day(5Rs.) 5805 9030

Good day(6Rs.)
7.AMETHI 43230 51090

Tiger glucose 26160 30520

Tiger orange 3225 7095

Good day(5Rs.) 2580 6450

Good day(6Rs.)
8.KATKA 43230 53055

Tiger glucose 26160 32700

Tiger orange 2580 7095

Good day(5Rs.) 1935 6450

Good day(6Rs.)
9.KUREBHAR 39300 47160

Tiger glucose 39240 47960

Tiger orange 6450 9675

Good day(5Rs.) 3200 5160

Good day(6Rs.)

Annexure (3)


Promoter’s Voucher Sheet

Supervisor: District:

Date: RPD:

Brand SKU No. of samples


Promoter’s Daily Record

Promoter: ASHISH SINGH Supervisor: Date:


Details of samples Retailers POSM activated Promoter’s

Collected at RPD visited Tiger Tiger Good 50- Rusk Remarks
glucose cream Day 50
Tiger SKU
Tiger SKU
Good day SKU
50-50 SKU
Rusk SKU
Wholesaler Promoter’s Remarks
No. of retailers sampled at
No. of retailers sampled at

Details of Wholesaler 1: Details of Whol


Manager/Caretaker________________ Manager/Caretaker:



Telephone Numbers_________________________ Telephone Numbers

Landline__________________________________ Landline:

Mobile:_______________________________ Mobile _________________