COMPARATIVE ANALYSIS OF BUTTER BISCUITS OF BONN (MAST MAKHAN) WITH OTHER BRANDED COMPANIES LIKE BRITANNIA, PARLE, CREMICA

ETC.

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION (2009-2011) SUPERVISED BY: SUBMITTED BY: SANKET BBA 3RD ROLL NO.11309000232

POST GRADUATE GOVERNMENT COLLEGE SECTOR-11

CERTIFICATE This is to certify that the Project work entitled BUTTER BISCUITS OF BONN (MAST MAKHAN) WITH OTHER BRANDED COMPANIES LIKE BRITANNIA, PARLE, CREMICA ETC for degree of B.B.A Final year from post graduate government college sector-11,panjab university as been done under my guidance .The work done is original and has not been submitted earlier to any other University for any such title or award Project Guide : Mrs.Neelima

ACKNOWLEDGEMENT A successful completion of job is based upon the chain of factors combining together to make an integral outcome. The cooperation of the factors mixed with sincere efforts can lead to best performance .Our project is also no exception to this. So it become necessary to mention this before we start writing the study report. We take this opportunity to express our deep sense of gratitude to Dr. NARINDER SINGH SIDHU(Internal Project Guide),MR.GURSHARANJIT Singh and all those who have contributed significantly by sharing their knowledge and experience in the completion of this project work. We would like to place on order, our sincere gratitude to MRS. BALPREET KAUR for giving us support , guidance & opportunity to do our summer internship with this project. Last but not the least, our wholehearted thanks goes to the retailers with whom we interacted and all those people who indirectly and directly helped us.

DECLARATION I, the undersigned hereby declare that the final project report submitted to my college i.e. POST GRADUTAE GOVERNMENT COLLEGE, SECTOR-11 in partial fulfillment for the degree of Bachelor of Business Administration on COMPARATIVE ANALYSIS OF BUTTER BUISCUIT OF BONN ( MAST MAKHAN ) WITH OTHER BRANDED COMPANIES is a result of my own work under continuous guidance and kind co-operation of our college faculty member . I have not submitted this report to any other university for the award of degree.

SANKET

TABLE OF CONTENTS PARTICULAR CERTIFICATE ACKNOWLEDGEMENT DECLARATION INTRODUCTION ABOUT TOPIC & COMPANY OBJECTIVE OF THE STUDY RESEARCH METHODOLOGY DATA ANALYSIS & INTERPRETATION SWOT ANALYSIS FINDINGS SUGGESIONS LIMITATIONS CONCLUSIONS ANNEXURE BIBLIOGRAPHY PAGE NO. 2 3 4 6 - 22 23 25 28 54 56 58 60 62 64 67 24 27 53 55 57 59 61 63 66 68

Chapter-1

SECTOR FAST MOVING CONSUMER GOODS (FMCG), are product that are sold quickly at relatively low cost, have a quick turnover and get replaced within a year. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as non durable such as glassware, light bulb, batteries, paper products and plastic goods. FMCG also include pharmaceuticals, consumer electronics, packed food products and drinks, although these are often categorized separately. Some of the best known examples of Fast Moving Consumer Goods companies include Clorox, Colgate-Palmolive, General Mills, H. J Heinz, Reckitt Benckiser, Sara Lee, Nestle, Unilever, Proctor and Gamble, Coca Cola, Carlsberg, Kimberly-Clark, Kraft, Pepsi, Warburtons, Wilkinson and Mars, Bonn and Britannia. BUISCUITS

A biscuit (pronounced / b sk t/) is a baked edible product. The word applies to two distinctly different products in American and British English. In American English it relates to a small soft leavened bread, somewhat similar to a scone. In British English it relates to a small and hard, often sweetened, flour-based products, most akin in American English to a cookie. INDUSTRY INDIAN BUISCUIT INDUSTRY: according to Indian biscuit manufactures Association (IBMA) after stagnating growth of about 14 per cent in 2008-09, biscuit industry grew by 17 per cent in 2009-10 due to excise duty exemption on biscuits with MRP up to RS. 100 per kg. (Indian Biscuits Manufactures Association). Therefore, Indian biscuit industry has demanded a reduction in value added tax to four per cent from the current level of 12.4 per cent on biscuits, so that the growth rate can go up to 20 per cent. The RS. 8000-crore Industry hopes that the biscuit segment will have over 20 per cent annual growth in the next five year if VAT is reduced to four per cent India, worlds third largest biscuit producer after the US and China, produces nearly 19.5 lakh tonnes annually and the states, however, have imposed the VAT at 12.5 Per cent, which is very high. According to IBMA, organized sector produces around 55% and the balance 45% being contributed by unorganized bakeries. In terms of volume biscuit production by the organized segment in 2008-09 is estimated at 1.47 million tonnes. Per capita

consumption of biscuits in the country is only 1.8 kg, as compared to 2.5-5.5 kg in the South Eastern countries, and in Europe and US, respectively. In India per capita consumption of biscuits is estimated at a low 1.9 kg, reflecting the huge potential for growth of the industry. Over 900 million Indians buy and eat biscuits with varying frequency in any year. The penetration of branded product in this segment is quiet significant, and is valued at RS. 2500-3000 crore. None of the other wheat-based segments is as developed as the biscuits industry. The biscuits segment has developed with large markets of mass consumption covering over 90% of the overall potential market. Biscuits is a hygienically packaged nutritious snack food available competitive prices, volumes and different tastes. According to the NCAER Study, biscuit is predominantly consumed by people from the lower strata of society, particularly children in both rural and urban areas with an average monthly income of RS. 750. Bread and biscuits are the major part of the bakery industry. Biscuits stands at a higher value and production level than bread. 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 readymade food products at a tenable cost. Biscuits were assumed as sick-mans diet in earlier days. Now, it has become one of the most loved fast food product for every age group. Biscuits are carry, tasty to eat, cholesterol free and reasonable at cost. States that have the larger intake of biscuits are Maharashtra and West Bengal, the most industrially developed states, hold the maximum amount of consumption of biscuits.

Even, the rural sector consumes around 55% of the biscuits in the bakery products. The annual production of biscuits in the organized sector continuous to be predominantly in the small and medium scale sector before and after de-reservation. India Biscuits Industry is the largest among all the food industry and has a turnover of around RS. 3000 crores. India is known to be second largest Manufacturer of biscuits, the first being USA. It is classified under two sectors: organized and unorganized. Bread and biscuits are the major part of the bakery industry and covers around 80 percent of the total bakery products in India. Biscuits stands at a higher value and production level than bread. This belongs to the unorganized sector of the bakery industry and covers over 70% of the total production. The total production of bakery products have risen from 5.19 lakh tonnes in 1975 to 18.95 lakh tones in 1990. Biscuits contributes to over 30% of the total production of bakery and above 79% of the biscuits are manufactured by the small scale sector of bakery industry comprising both factory and non-factory units. The production capacity of wafer biscuits is 60% MT and the cost is Rs. 56,78,400 with a motive power of 25 K.W. Indian biscuits industry has occupied around 55-60 percent of the entire bakery production. Few years back, large scale bakery manufactures like Cadbury, nestle, and brooke bond tried to trade in the biscuits industry but couldnt hit the market because of the local companies that produced only biscuits. Biscuit Industry India

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The total production of biscuits in India is estimated to be around 30 lakh MT, the organized sector accounts for 65% and the unorganized sector accounts for 35% of the total industry volume. The organized sector is valued at above Rs. 8000 crores. The biscuits industry is estimated to grow over 15-17% in the next few years. The per capita consumption of biscuits in India is 2.0 kg. India is ranked 3rd after US and china amongst the global biscuits producers. The penetration of biscuits in urban and rural market is 85% and 55% respectively. The biscuits industry employs almost 3.5 lakh people directly and 30 lakh people indirectly. The organized biscuit manufacturing industries annual production

Year Annual production (lakh MT)

2003- 2004- 2005- 2006- 2007- 200804 05 06 07 08 09 11.00 12.54 14.29 16.14 17.14 19.5

Main Categories of Biscuits: Glucose, Marie, sweet, Salty, Cream & Milk. Glucose biscuits accounts for more than 50% of the total biscuits market value, Parle g dominate this market with more than 60% share followed by Britannia and ITC Brands. Major brands The Indian biscuit industry is dominated by major brands like Parle, Britannia, and Sunfeast. Also the category has strong regional brands such as Priya Gold-North, Chemical-North & West, Dukes-South and Anmol-East & North.

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Market Share Breakdown The Indian biscuit industry is dominated by brands like Parle, Britannia, and Sunfeast. Market share %

Consumption Pattern across Various Regions Consumption of biscuits is even across the regions Top of Form Biscuit consumption India

Company Profile The Pioneer & The Vision

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Mr. Manjeet Singh, a modest man, who made a humble beginning with a grand Vision, has come a long way in 25 years, but if something has not changed along the way, it is his modesty and his Vision. To provide products rich in Quality and Goodness across evergrowing network of Consumers, with a motto of Everyday Everywhere making our products an essential part of the life of every individual. From Humble Past to Glorious Present The Beginnings The journey of a thousand miles is made up of a million steps, but the most important one is always the First step. In 1985, we took our first baby step with a single traditional oven in Ludhiana, consuming 5 bags of flour per day and made our entry into the food market by providing bread of superior quality to the local distributors. Even though our products were circulated only at Punjabs grass root level, mainly Ludhianas rural mandis (markets), never ever did we compromise on th e standards of Service or our dedication towards efficient distribution because we have always believed that the quality of SERVICE defines a companys image and its perception in the market. Soon, we made a shift from the Traditional Oven to a Rotary Rack, and with in two more years, the number of Rotary Racks had increased to 3, consuming 80-90 bags of flour per day. The Overdrive Mode

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Some stories end with success. Some begin with it In 1994, we came up with the first Automated Food Processing Unit of North India Bonn Nutrients. In 1995, a new brand Prime Time was launched (High Volume Bread A First in India) ! Prime Time was huge success, so much so, that to meet the market demand, the company had to double its production capacity with in 6 months !

In 2000, to meat an ever increasing Demand, a second Automated Food Processing unit was brought up which produces 50,000 loaves of bread everyday. By now, we had become a leading Regional player of North India, and with our impressive Distribution network, the service had grown to a circle of 400 km. Within 5 more years,3 more production lines were introduced, taking the production up to 2.5 lakh loaves of bread per day. Along side bread, Bonn was now also producing 1.5 lakh units of other Bakery items on a daily basis. From Bread to Biscuits and Beyond ! A company that wants to touch the sky, would surely Diversify With a vision to diversify, in 2002, Bonn started a Cookies plant, and became the first in India to start production of cookies on an industrial scale. Bonn also introduced other products like Bar cakes and a Fresh Bakery items range which were lapped up by the markets. In 2004, Bonn Biscuits were launched, for

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which a fully Automated Online Biscuit Plant was started. COMPANY OVERVIEW A Responsible Company with Vision, an Understanding of the Consumers needs, Quality, Distribution, Business Acumen and above all, a constant Drive to keep bettering ourselves. We believe that with our continued commitment to excellence in every aspect of wholesome food production and distribution, We are going to keep discovering Newer, Bigger and Brighter Horizons for Ourselves, our Partners, and above all, the most - valued - our Consumers Bonn has following four food processing units and one unit producing packaging material :Bonn Nutrients Private Ltd., Ludhiana. Bonn Food Industries., Ludhiana. Choice Agro Private Ltd., Kapurthla. S.S. Food Industries, Ludhiana. Prime Packaging., Ludhiana. 2011 Bonn Group Of Industries. Quality Policy We are committed to manufacture & supply quality products, which exceed customer satisfaction and market requirements. The HACCP system (hazard analysis of critical control points) adopted by us, enables to demonstrate our commitment with respect to safe food, which

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ensures that our products are free from physical, chemical and biological hazards. Towards Healthy Lifealthy Life Whether you want to find out about bonns latest products and offers, youre a student looking for corporate information, or you just love food, youll find everything you need here. National Besides the Domestic market, Bonn has gradually been expanding across continents. Our products are now also being distributed to the UK, the US, Australia, Africa, the Gulf, the UAE, and Netherlands. International Our products are now also being distributed to the UK, the US, Australia, Africa, the Gulf, the UAE, Netherlands. PARTNERS Bonn partners with all the leading caf chains and the best modern Retail chains in North India, to bring to you its entire range of fresh Bakery items. Our partners include:

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Bonns promise of Goodness and Freshness, along with our partners dedication to bring every quality products to you, makes for a mutually beneficial alliance not only for us, but also, for our precious consumers.

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MAJOR BISCUIT PRODUCERS 1) PARLE PRODUCTS PRIVATE LIMITED 2) ITC SUNFEAST LIMITED 3) BRITANNIA INDUSTRIES 4) SURYA FOOD AND AGRO LIMITED (PRIYAGOLD)

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5) BONN FOOD INDUSTRY 6) ANMOL BUISCUITS LIMITED 7) CREMICA AGRO FOODS LIMITED PARLE PRODUCTS PRIVATE LIMITED

Many of the Parle products biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to consumer its a beacon of faith and trust, Competitors look upon Parle as an example of marketing brilliance. Parle G, Premium glucose biscuit is the worlds largest selling biscuit. A factory of these glucose biscuits is situated in Neemrana is producing 7000 metric tonnes every month. A list of premium quality biscuits and

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confectioneries is produced and distributed across nations.

ITC is one of Indias foremost private sector companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75 billion. ITC has a diversified presence in Cigarettes, Hotels, paperboards, & Speciality papers, Packaging, AgriBusiness, Packaged Foods & confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety, Matches and other FMCG products. ITCs diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management.

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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. Britannias business was flourishing. But, more Importantly, Britannia was acquiring a reputation for quality and value. 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 Parrys who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indian ness 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.

The wondrous magical journey of the company Surya Food & Agro Ltd. began In Oct. 1993 & since then. The Researches have been one of the leading manufactures of biscuits in northern India. Our brand PRIYAGOLD has been a

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perennial household favorite since then. On a profound level spread in to western as well as southern India, the inevitable cycle of distribution network has helped us to spread into western India as well. Our obsession is to make the finest quality biscuits available to the consumers & our constant endeavor is to provide our consumers, a palate to look forward to taste & flavor that is uniquely PRIYAGOLD.

Anmol Biscuits came into being almost a decade back, when Mr. Baijnath Choudhary initiated the setting up the process of the first plant at Kolkata. Anmol, that was started as a single plant, now has a strong hold in the highly competitive biscuit market. Under the seasoned guidance of Mr. Baijnath Choudhary, Mr. Bishwanath Choudhary, Mr. Dilip K. Choudhary, Mr. Gobind Ram Choudhary and Mr.Bimal Kumar Choudhary, Anmol has succeed in maintaining a hold in market very efficiently. CREMICA AGRO FOODS LIMITED One would think that someone who began with a meager investment of around Rs 300 over three decades ago and runs a unit that is about to touch Rs 200 crore of turnover today, must be highly ambitious. Strangely though, ambition has not been on the agenda

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of Mr. Rajni Bector, Managing Director, Cremica Limited, who says all she did was what she ought to have done, as is preached by the Bhagavad-Gita. Rajni is one of the first women entrepreneurs in the region. The timing of the ventures commencement and the conservative approach affluent families had towards working women were factors that ensured things were not all that smooth for this entrepreneur. As I came from a well-off family, money was not the factor for which I was working. However, it could have been a reason strong enough to stop me from working, as women from affluent families did not work then. People talked a lot about it, but then all that didnt bother me, says Rajni. And her firmness was what also changed the conservation approach people had towards women who worked. That was in 1974-75. Cremica is now about to reach an annual turnover of Rs 150-200 crore. The group has a couple of units, including Cremica Frozen Foods, EBI Foods, Mrs Bectors Desserts and Cremica Agro India, which is engaged in manufacturing products like ketchups and namkeens. The company also plans to come out with readymade gravies shortly. The products are exported to Africa, the USA and UK. She considered herself lucky in business, as the concept she came out with was relatively new then. Her attitude to experiment and bring out new flavors and products was something relatively new and well received. Innovation and emphasis on quality is what she thinks helped her carve a niche. I never compromise on quality, even if it meant buying expensive raw material. Now we are even importing

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some stuff. And I also ensured that we regularly came out with new stuff for which I used to read a lot, she reveals. While achievements have been many, including awards and the contentment, order by McDonalds, Rajni says, has been no less than an accomplishment. While they were looking forwards for best in quality, our selection was something I was really proud of. Cremica has been business partners of McDonalds since the latter started operation in India. The company supplies buns, ketchups, toppings, in fact most of the raw material, says Rajni. Cremica supplies one-lakh buns a day to McDonalds. Besides, Cremica has also partnered with Cadburys ITC and EBI Foods, a UK based firm. The company also supplies biscuits for the World Food Project, shipping low fat biscuits across the world, particularly to the war-torn areas of Afghanistan and Iraq. Her mantra of success? Just remember that work is worship-whatever you do, be it at home or outside, treat it respectfully. REVIEW OF LITERATURE A literature review discuss published information in a particular subject area, and sometimes information in a particular subject area within a certain time period. A literature review can be just a simple summary of the sources, but it usually has an organizational pattern and combines both summary and synthesis. A summary is a recap or the important information of

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the source, but a synthesis is a re-organization, or a reshuffling, of that information. It might give a new interpretation of old or combine new with old interpretations. Or it might trace the intellectual progression of the field, including major debates. And depending on the situation, the literature review may evaluate the sources and advise the reader on the most pertinent or relevant. Purpose of review of Literature is to provide a backdrop of the present study. It is the context to which our present study can be referred to determine its relevance. Department of Food Engineering, University College Cork, Ireland The variability in the dimensions, weight and moisture content of commercial and laboratory Rich Tea type biscuits has been quantified. An experimental study has been conducted comparing dispersion in dough piece weight and thickness to that of the resulting biscuits. The sensitivity of these biscuit properties to deviations in the baking process and in dough ingredient levels has been investigated. It was found that the dispersion in biscuit weight is primarily due to variability in dough piece weight, which in turn is linked to spatial variations in the thickness of the dough sheet from which the pieces are cut. The baking stage can slightly diminish the distribution in weight by reducing the variability in moisture content between biscuits. The mechanism by which this happens is that wetter dough pieces dry proportionally more than those with lower moisture levels. Biscuit moisture content is sensitive to fluctuations in oven temperature

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and dough piece moisture content though at a level that may not be commercially significant. Biscuits Gardeil Biscuits Gardeil SA is a French company that specializes in the production of biscuits. It offers citron flavored lady finger biscuits, which are marketed under the name Mousse dOr, and sponge biscuits, which are sold under the brand name Boudoir. In addition, the Company offers ice-cream cones, under the brand Torino, and wafers. The Company also provides products under distributors brands. Biscuits Gardeil SA has a production plant in Astaffort, France. It is a subsidiary of Unichips International BV. The Companys products are principally marketed through large-scale distribution and through wholesalers, by commercial subsidiaries of Unichips International BV. Information Profile @ a Glance In 1885, a biscuit plant to supply nutritious tea plate-sized biscuits to the sailors on the numerous ships docking and loading in Port Natal. These were the first biscuits in the country to be made by a machine. India is considered as the third largest producer of Biscuits after USA and China. The per capita consumption of biscuits in our country is only 2.1 kg, compared to more than 10 kg in the USA, UK and West European countries and above 4.25 kg in south cast Asian countries, Le.

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Singapore, Hong Kong, Thailand, Indonesia etc. China has a per capita consumption of 1.90 kg, while in the case of Japan it is estimated at 7.5kg.

The Federation of Biscuit Manufacturers of India (FBMI)

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.

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CHAPTER-2

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OBJECTIVE OF THE STUDY

1. To find out Bonn Mast Makhan Coverage in various areas of Punjab. 2. To check the Brand availability of the company products at different stores. 3. To compare the Brand with its competitive Brand s like ITC, Britannia, Priyagold in terms of

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Repeat Demand, Quality, Serve & Brand Awareness. 4. To analyze that butter biscuits of which company is most preferred and demand by the customer. It was done by asking retailers. 5. SWOT Analysis of Bonn Mast Makhan.

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Chapter-3

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RESEARCH METHODOLOGY MEANING Research methodology is a way to systematically solve the research problem. I may be understood as a science of how research is done scientifically. Under it I study the various steps that are generally adopted by a researcher in studying the research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Statement of the Problem To comparatively analyze availability of Bonn Mast Makhan in market as compared to competitors brands viz., Britannia, Priyagold, ITC, Parle, Cremica. OBJECTIVE OF THE STUDY 1. To find out Bonn Mast Makhan Coverage in various areas of Punjab. 2. To check the Brand availability of the company products at different stores. 3. To compare the Brand with its competitive Brand s like ITC, Britannia, Priyagold in terms of Repeat Demand, Quality, Serve & Brand Awareness. 4. To analyze that butter biscuits of which company is most preferred and demand by the customer. It was done by asking retailers. 5. SWOT Analysis of Bonn Mast Makhan.

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MODE OF DATA COLLECTION Primary Data :- The researchers collected primary data during the course of research period with the help of the questionnaire that was designed for the retailers to collect the information that was required to carry out the research.

METHODS OF DATA COLLECTION USED IN THIS PROJECT In this project the Primary method of data collection used is Questionnaire Method In this method, a Questionnaire has been prepared, which is given in the annexure section, and get filled up by asking from retailers. Direct Personal Investigation and Information from Correspondents method is used in this project. In this method, 720 outlets have been interviewed in order to get internal information related to sale, quality, service, brand image, packaging and problems of retailers so that the company should identify the problems and solve them.

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SAMPLE SIZE: Sample size used in this project is 720 Outlets of Bathinda, Mansa, and Patiala. METHODS OF DATA ANALYSIS Simple statistical tools and techniques like average, ratios, pie charts, tables and graphs through SPSS are used to analyze the data. Reference Period This study is conducted for the period of 50 days starting from 11th JUNE 2009 to 30th JULY 2009. Areas Covered Bhatinda, Patiala, Mansa.

Chapter 4

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent Karyana Store Variety Store Confectionary Store Provision Store Sweets Shop Total

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Interpretation : Above chart depicts that out of 720 retail stores, 383 (53.19%) are the Karyana stores, 119 (16.53%) are the Variety stores, 74 (10.28%) are the Confectionary stores, 96 (13.33%) are the Provision stores, rest 48 are the Sweets shops.

800 700 600 500 400 300 200 100 0 FREQUENCY PERCENT VALID PERCENT CUMULATIVE PERCENT SALES > 4000 Rs 2000 Rs <SALES < 3000 Rs 1000 Rs <SALES < 2000 Rs SALES < 1000 Rs TOTAL

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INTERPRETATION : Above chart depicts that 37.92% retail stores are of C Category whose monthly sales of Butter biscuits of all companies are between 1000 Rs. to 2000 Rs., 31.81% retail stores are of B category whose monthly sales of Butter biscuits of all companies are between 2000 Rs. to 3000 Rs., 23.47% retail stores are of D category whose monthly sales of Butter biscuits of all companies are less than 1000 Rs., rest 6.81% retail stores are of A category whose monthly sales of Butter biscuits of all companies are greater than 4000 Rs.

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

INTERPRETATION : Above chart depicts that only 23.2% retailers sells Bonn Mast Makhan, others 76.8% retailers sells butter biscuit of other companies.

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

INTERPRETATION : Above chart depicts that only 18.9% retailers sells butter biscuit of Parle, others 81.1% retailers sells butter biscuits of other companies.

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

INTERPRETATION : Above charts depicts that only 64.7% retailers sells butter biscuit of Britannia like Britannia Goodday, others 35.3% retailers sells butter biscuits of other companies.

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

INTERPRETATION : Above chart depicts that only 16.9% retailers sells butter biscuits of Sunfeast, others 83.1% retailers sells butter biscuits of other companies.

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800 700 600 500 400 300 200 100 0 Frquency Percent Valid Percent Cumulative Percent NO YES Total

INTERPRETATION : Above chart depicts that only 25.4% retailers butter biscuit of Priyagold like Priyagold Butterbite, others

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76.4% retailers companies.

sells

butter

biscuit of other

800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

INTERPRETATION: Above chart depicts that only 10.4% retailers sells butter biscuit of Anmol, others 89.6% retailers sells butter biscuit of other companies.

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

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INTERPRETATION : Above chart depicts that only 39.3% retailers sells butter biscuit of Cremica, others 60.7% retailers sells butter biscuit of other companies.

800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

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INTERPRETATION : Above chart depicts only 1.9% retailers sells butter biscuit of Raja, others 98.1% retailers sells butter biscuit of other companies.

800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

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INTERPRETATION : Above chart depicts that only 1.0% retailers sells butter biscuit of Kingzy, others 99.0% retailers sells butter biscuit of other companies.

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160 140 120 100 80 60 40 20 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

INTERPRETATION : Above chart depicts that out of 157,113 (72%) retailers sells 60gm pack, others 44 (28%) retailers sells other packing.

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160 140 120 100 80 60 40 20 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

INTERPRETATION : Above chart depicts that out of 157,30 (19.1%) retailers sells 180gm pack, others 127 (80.9%) retailers sells other packing.

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160 140 120 100 80 60 40 20 0 Frequency Percent Valid Percent Cum ulative Perecnt NO YES Total

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INTERPRETATION : Above chart depicts that out of 157,132 (84.1%) retailers sells 60gm pack, others 25 (15.9%) retailers sells other packing.

160 140 120 100 80 60 40 20 0 Frequency Percent Valid Percent Cumulative Percent NO YES Total

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INTERPRETATION : Above chart depicts that out of 157,132 (84.08%) retailers purchase Bonn Mast Makhan for reselling purpose, others 25 (15.92%) retailers do not purchase Bonn Mast Makhan for reselling purpose.

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160 140 120 100 80 60 40 20 0 Frequency Percent Valid Percent Cum ulative Percent UNSATISFIED SATISFIED Total

INTERPRETATION : Above chart depicts that out of 157,129 (82.17%) retailers are satisfied with the sale of Bonn Mast Makhan, others 28 (17.83%) retailers are not satisfied with the sale of Bonn Mast Makhan.

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent 1st rank 2nd rank 3rd rank 4th rank 5th rank Total Missing 9.00 Total

INTERPRETATION :

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Above chart depicts that out of 720,133 (18.5%) retailers has given the ranking to Parle from 26 (3.6%) retailers has given 1st rank, 66(9.2%) retailers has given 2nd rank, 26 (3.6%) retailers has given 3rd rank, 11 (1.5%) retailers has given 4th rank, 4 (0.6%) retailers has given 5th rank.

100 East 50 West 0 1st Qtr 2nd Qtr 3r d Qtr 4th Qtr Nor th

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent 1st rank 2nd rank 3rd rank 4th rank 5th rank 6th rank Total Missing 9.00 Total

INTERPRETATION : Above chart depicts that out of 720,122 (83.1%) retailers has given the ranking to Sunfeast from which 53 (7.4%) retailers has given 1st rank, 41 (5.7%) retailers has given 2nd rank, 17 (2.4%) retailers has given 3rd rank, 5 (0.7%) retailers has given 4th rank, 3 (0.4%) retailers has given 5th rank, 3 (0.4%) retailers has given 6th rank.

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent 1st rank 2nd rank 3rd rank Total Missing 9.00 Total

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INTERPRETATION : Above chart depicts that out of 720,470 (65.3%) retailers has given the ranking to Britannia from which 405 (56.3%) retailers has given 1st rank, 57 (7.9%) retailers has given 2nd rank, 8(1.1%) retailers has given 3rd rank.

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent 1st rank 2nd rank 3rd rank 4th rank Total Missing 9.00 Total

INTERPRETATION : Above chart depicts that out of 720,179 (24.9%) retailers has given the ranking to Priyagold from which 69 (9.6%) retailers has given 1st rank, 94 (13.1%) retailers has given 2nd rank, 13 (1.8%) retailers has given 3rd rank, 3 (0.4%) retailers has given 4th rank.

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent 1st rank 2nd rank 3rd rank 4th rank 5th rank 6th rank Total Missing 9.00 Total

INTERPRETATION : Above chart depicts that out of 720,168 (23.3%) retailers has given the ranking to Bonn from which 52 (7.2%) retailers has given 1st rank, 70 (9.7%) retailers

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has given 2nd rank, 34 (4.7%) retailers has given 3rd rank, 8 (1.1%) retailers has given 4th rank, 3 (0.4%) retailers has given 5th rank, 1 (0.1%) retailers has given 6th rank.

800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent 1st rank 2nd rank 3rd rank 4th rank 6th rank Total Missing 9.00 Total

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INTERPRETATION : Above chart depicts that out of 720,281 (39%) retailers has given the ranking to Cremica from which 90 (12.5%) retailers has given 1st rank, 135 (18.8%) retailers has given 2nd rank, 46 (6.4%) retailers has given 3rd rank, 9 (1.3%) retailers has given 4th rank, 1 (0.1%) retailers has given 6th rank.

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800 700 600 500 400 300 200 100 0 Frequency Percent Valid Percent Cumulative Percent 1st rank 2nd rank 3rd rank 4th rank 5th rank 7th rank Total Missing 9.00 Total

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INTERPRETATION : Above chart depicts that out of 720,76 (10.6%) retailers has given the ranking to Parle from which 21 (2.9%) retailers has given 1st rank, 30 (4.2%) retailers has given 2nd rank, 13 (1.8%) retailers has given 3rd rank, 8 (1.1%) retailers has given 4th rank, 2 (0.3%) retailers has given 5th rank, 2 (0.3%) retailers has given 7th rank.

CHAPTER 5

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STRENGTH Same price as

WEAKNESS Breakage of biscuits while

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compared to competitors. Huge market for growth.

delivering to retailers. No proper replacement system for broken biscuits to retailers.

Offers variety of products under its brands. Less share in Premium biscuit market. Different size of packets available. Poor packaging in family. Good quality of products. Lack of schemes for retailers and distributors. Less promotional events. OPPORTUNITY Rising demand for innovative packaging in packaged foods. Retaining loyal retailers or wholesalers. Improving supply system for established brands. Huge scope of Bonn Mast Makhan in confectionery shops. Poor distribution network. THREAT Highly advertised brands such as Britannia. Ever increasing competition from multinationals and local companies. Increase in sale of cheap local bakery products. Margin war among the major products.

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CHAPTER 6

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FINDINGS After close study of the present market situation prevailing in the areas assigned the researches following are the observations. 1. Availability of all the products is not uniform in all the towns. For instance, the supply is not meeting the demand in particular areas or shops. 2. Breakage problem is leading to the decline in sales in this category. 3. Schemes, Discounts, offers, coupons etc. are not reaching to the retailers and customers whereas Priyagold and ITC on the other hand are doing that. 4. Retailers and even wholesalers are not satisfied with the supply system of Bonn. 5. it was found that Bonn especially Bonn glucobonn is preferred than Bonn Mast Makhan. 6. Bonn Mast Makhan is not accepted by the general masses due to its dissatisfying taste. 7. lack of marketing efforts for the promotion is a big reason of low volume of sales of Bonn Mast Makhan.

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8. Britannia is emerging as major the organized retail outlets.

Competitor in

CHAPTER 7

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RECOMMENDATIONS AND SUGGESTIONS 1. Company should start a program for the loyal retailers and wholesalers to reduce their complaints by providing timely supply and replacement. This will help in increase their sales. 2. The packaging of Bonn Mast Makhan (120 gm pack) must be improved for its better sales. 3. Salesmen should be properly dressed and should have good communication skill to effectively promote the products by making sure that the product reaches each and every retailer and also increase the visibility to the products by arranging the product clearly on the shelf or rack and show its prominence. 4. To increase the number of stock keeping units {SKU} available in the retailers store. Each salesmen should stress the retailers to keep the maximum SKUs and to maintain these SKUs throughout. With this, the replacement of the damaged and the expired biscuits should be

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prompt and without any hassles, so that retailer can be saved from the loss of the expired and damaged goods. 5. Company should adopt innovative packaging techniques, as they have their own packaging unit as consumer are highly attracts towards new packaging. 6. The company should take proper measures that the schemes and offers are not gulped by the middlemen, and that it benefits the retailers and customers.

CHAPTER 8

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LIMITATIONS 1. The study was conducted in 45 days that is not enough for such a vast topic. 2. It was difficult for the storekeepers to pinpoint the sales of a particular brand in both organized and unorganized retail stores. 3. No proper data was available about the stores in the city. 4. There were not a big number of organized retail stores in jaipur to carry out the research more efficiently. 5. As the nature of research was exploratory so it was difficult to cover each and every retailer.

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6. Many retailers dont express their original perception and views because of biasness.

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CHAPTER 9

CONCLUSIONS On the basis of the above report prepared, it is concluded that: After conducting the survey on 720 retailers, the research found that there is a bigger market for biscuits in retail stores if proper supply of goods without breakage is there.

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It was also concluded that Bonn is not the first preference of both the customers and retailers because of its quality and brand image. Retailers are not happy with the service of Bonn foods limited. They should have improve their service and quality.

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CHAPTER 10

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CHAPTER 11

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BIBLIOGRAPHY 1. KOTHARI .C.R. Research Methodology, New Delhi Vikas publishing House Pvt. Ltd. 2. KOTLER PHILIP & KELLER KEVIN LANE , Marketing Management, Practice Hall, New Delhi

3. WEBSITES: www.scribd.com

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www.wikipedia.com www.bonn.in

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