8075757 Marketing Survey on Britannia Biscuits

8/12/2019 8075757 Marketing Survey on Britannia Biscuits

1/32

PROJECTPROJECT

ONON

PROJECT GUIDE: SUBMITTED BY:PROJECT GUIDE: SUBMITTED BY:


2/32

Mrs. Susheela Chamoli Mayank Parihar

Indu Linggi

Danish Khan

Vineet Daftari

Samarjeet Chauhan

Dhruv Sehrawat

FW 08-10/ FD-2


3/32

CONTENTS

!knowledgement

Prefa!e

"#e!utive Summary

$%je!tive of the &roje!t

'esear!h Methodology.

Literature 'eview

Com&any Profile

(rade Profile

Marketing Plan

Management )ierar!hy

Com&arison with other %usiness

*ovt. &oli!ies related to %usiness

%out the to&i! +Market Potential,

-indings nd nalysis

Limitation

Summary!on!lusion

Suggestions'e!ommendations

/i%liogra&hy

nne#ure

0ord of (hanks

1uestionnaire


4/32

ACKNOWLEDGEMENT

work is never a work of an individual. 0e owe a sense of gratitude to the

intelligen!e and !o2o&eration of those &eo&le who had %een so easy to let usunderstand what we needed from time to time for !om&letion of this e#!lusive

&roje!t.

0e want to e#&ress our gratitude towards Mrs. Susheela Chamoli3 Marketing

-a!ulty3 IIPM Delhi for giving us an o&&ortunity to do this &roje!t.

Last %ut not the least3 we would like to forward our gratitude to our friends 4

other fa!ulty mem%ers who always endured us and stood %y us and without

whom we !ould not have envisaged the !om&letion of our &roje!t.


5/32

PREFACE

(o start any %usiness the su!!ess entirely de&ends on the marketing resear!h

done a%out the &arti!ular and the !onsumer attitude towards the &rodu!t.

Marketing resear!h &lays a vital role in a %usiness to make it su!!ess.

0e have tried to &ut our %est effort to !om&lete this task on the %asis of skill that

we have a!hieved during our studies in the institute.

0e have tried to &ut our ma#imum effort to get the a!!urate statisti!al data.

)owever we would a&&re!iate if any mistakes are %rought to us %y the reader.


6/32

EXECUTIVE SUMMARY

fter going thi!k on the things3 now time is to make a !om&lete &i!ture. 0hile

making a &rodu!t a SK5 +sto!k kee&ing unit, of the sho& retailers think a%out the

*M'$I +gross margin return on investment, and they &romote the %rand whi!h

&rovides them highest. (hey e#&e!t return in the form of &rofit margin3 !om&any

s!hemes3 window dis&lay and referen!e of the sho&. mong these3 !om&any

s!hemes make the differen!e and are the highest sour!es of motivation after

&rofit margin. 'etailing demands a !onstant &ush from the !om&any.

Marketer needs to use advertising and %rand %uilding strategies to address the

dis!erning %uyers and retail &ush to in different %uyers. (he manufa!turer should

understand !onsumer %ehavior %e!ause retailers !an6t hel& 7uality and &ri!e. It is

only u& to manufa!turers to deliver what !onsumer wants. I need to stress on it

%e!ause 89: retailers said that it is demand why they sell /ritannia. ;


7/32

CONSUMER BUYING BEHAVIOR

5nderstanding the %uying %ehavior of the target market is the essential task of

marketing management under marketing !on!e&t. (he !onsumer market !onsists

of all the individuals and households who %uy or a!7uire good and servi!es for

&ersonal !onsum&tions. (he %uying %ehavior tries to find out the answers for the

7uestions3 who %uys= )ow do they %uy= 0here do they %uy= Do they %uy=

A! FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR

(here are four major fa!tors that influen!e the %uying %ehavior su!h as !ultural

fa!tors3 so!ial fa!tors3 &ersonal fa!tors3 and &sy!hologi!al fa!tors.

i. CULTURAL FACTORS"Culture is the most fundamental determinant of a

&erson wants and %ehavior. Values3 &er!e&tions3 &referen!es3 and

%ehavior are the main varia%le under !ulture of an individual. "a!h !ulture

!ontains su%2!ulture like nationality3 religious grou&3 geogra&hi!al area3

and linguisti! divisions et!.

ii. SOCIAL FACTORS" !onsumer %ehavior is also influen!ed %y so!ialfa!tors su!h as the !onsumer referen!e grou& family and so!ial roles and

status.

iii. PERSONAL FACTORS" %uyer de!ision is also influen!ed %y his or

&ersonal !hara!teristi!s3 nota%ly the %uyers age3 lifestyle3 o!!u&ation3

e!onomi! !ir!umstan!es et!.

PSYCHOLOGICAL FACTORS" a &erson %uying !hoi!e is also influen!ed %y

four major &sy!hologi!al fa!tors su!h as motivation3 &er!e&tion3 learning %elief

and attitudes.


8/32

B! BUYING DECISION PROCESS

It in!ludes %uying roles3 ty&es of %uying and ste&s in %uying &ro!ess.

I# BUYING ROLE

(he %uying role !ould %e !lassified into four &arts. (hese are initiator3 influen!er3

de!ider and %uyer.

II# TYPES OF BUYING BEHAVIOR

Consumer de!ision taking varies with the ty&e of %uying de!ision. (here are four

ty&es %uying %ehavior su!h as Com&le# %uying %ehavior3 )a%itual %uying

%ehavior3 Variety seeking %uying %ehavior.

III# STAGES IN BUYING DECISION PROCESS

)ere are five stages in %uying de!ision &ro!ess namely &ro%lem re!ognition

sear!h3 evaluation of alternatives &ur!hase de!ision and &ast &ur!hase %ehavior.

NEED RECOGNITION

(he %uying &ro!ess starts with the %uyer6s re!ognition of a &ro%lem of need. (he

%uyer senses a differen!e %etween his a!tual state and desired state.

INFORMATION SEARCH

(here are different sour!es from where a !onsumer !an gather information like

&ersonal sour!es !ommer!ial sour!es3 e#&erimental sour!es.

EVALUATION OF ALTERNATIVES

fter gathering information a%out different &rodu!ts the !ustomer will %e in a fuss

as to !hoose whi!h &rodu!t among the mainly alternatives !onsumer usually

evaluate the alternatives on traditional %asis3 on the %asis of utility fun!tion et!.

from the many alternative !onsumers at last !hoose the %est one for him.


9/32

PURCHASE DECISION

!onsumer who de!ides to e#e!ute &ur!hase intention will %e making u& to five

&ur!hase de!isions.

POST PURCHASE BEHAVIOR

fter &ur!hasing the &rodu!t and servi!es the !onsumer will e#&erien!e some

level of satisfa!tion or dissatisfa!tion with the &rodu!t and servi!es that will

influen!e su%se7uent %ehavior. If !onsumer is satisfied he may show the

&ro%a%ility of %uying the &rodu!t the ne#t time3 satisfied !ustomer will say goodthing a%out the &rodu!t3 &roving the statement that >satisfied !ustomer is the %est

advertisement.? dissatisfied !ustomer may take some a!tion against it. (hey

may try to redu!e the dissonan!e %y a%andoning returning the &rodu!t.

5nderstanding !onsumer needs and %uying &ro!ess is the foundation of any

!om&any. /y understanding how %uyers go through &ro%lem re!ognition3

information sear!h evaluation of alternatives3 the &ur!hase de!ision and &ost

&ur!hase %ehavior marketers !an &i!k u& many !lues as to how to meet %uyers

need.


10/32

LITERATURE REVIEW

M$%&'()*+

Marketing is a so!ietal &ro!ess %y whi!h individuals and grou&s o%tain what they

need and want through !reating3 offering and freely e#!hanging &rodu!ts and

servi!es of value with others or other wise it is the &ro!ess of &lanning and

e#e!uting the !on!e&tion3 &ri!ing3 &romotion and distri%ution of ideas3 goods3

servi!es to !reate e#!hanges that satisfy individual and organi@ational goals.

M$%&'()*+ S(%$('+,

Marketing strategy is a set of o%je!tives3 &oli!ies and rules that leads the

!om&anyAs marketing efforts. It is the marketing a&&roa!h to a!!om&lish the

%read o%je!tive of the marketing a&&roa!h to a!!om&lish the %read o%je!tive of

the marketing &lan. (he various &ro!ess of marketing strategy are given %elow.


11/32

M$%&'( '+.'*($()* $* ''()*+ ($%+'( .$%&'(

It is an effort to in!rease a !om&anyAs &re!ision marketing. (he starting &oint of

any segmentation dis!ussion is mass marketing. In mass marketing3 the seller

engaged in the mass &rodu!tion3 mass distri%ution and mass &romotion of one

&rodu!t for all %uyers. Market segment !onsists of a large identifia%le grou&

within a market with similar wants3 &ur!hasing &ower geogra&hi!al lo!ation3

%uying attitudes or %uying ha%ita. It is an a&&roa!h midway %etween mass

marketing and individual marketing. (hrough this the !hoi!e of distri%ution

!hannels3 and !ommuni!aton !hannels %e!ome mu!h easier. (he resear!hers

try to form segments %y looking at !onsumer !hara!teristi!sF geogra&hi!3

demogra&hi!3 and &sy!hogra&hi!. fter segmenting the market then target

market sele!ted.

2# P)()*)*+"- (he &ositioning is a !reative e#er!ise donw with an e#isting

&rodu!t. the well known &rodu!ts generally hold a distin!tive &osition in

!onsumerAs minds. (he &ositioning re7uires that every tangi%le as&e!t of &rodu!t3

&ri!e3 &la!e and &romotion must su&&ort the !hosen &ositioning strategy.

Com&any should develo& a uni7ue selling &ro&osition +5SP, for ea!h %rand and

sti!k to it3 PPL !onsistently &romotes its DP fertili@er %y )igher yield at lower

!ost. s !om&anies in!rease the num%er of !laims for their %rand3 they risk

dis%elief and a loss of !lear &ositioning. In general a !om&any must avoid four

major &ositioning errors. (hose are under &ositioning over &ositioning3 !onfused

&ositioning and dou%tful &ositioning.

3# P%4("- &rodu!t is any offering that !an satisfy a need or want. (he major

ty&es of %asi! offerings are goods3 servi!es3 e#&erien!es3 events3 &la!es3

&ro&erties3 organi@ations3 information and ideas. (he !om&any gives more

im&ortan!e in 7uality3 &a!kaging3 servi!es et!. to satisfy the !ustomers. (he

&rodu!ts has itAs life !y!le. (he &rodu!t strategies are modified in different stages

of &rodu!t life !y!le.


12/32

5# P%)'"- It is the most im&ortant as&e!t in !om&anyAs &oint of view. Pri!e of the

&rodu!t will %e de!ided %y the !om&any a!!ording to the !om&etitorAs &ri!e.

6# P$'"- (his &lays a major role in the entire marketing system. the !om&any

em&hasis on itAs distri%ution network. Pro&er distri%ution network gives &ro&er

availa%ility of the &rodu!t.

7# P%.()*"- Promotion is the one of the major as&e!ts in marketing

strategies. /y ado&ting various &romotional a!tivities the !om&any !reate strong

%rand image. It also hel&s in in!reasing the %rand awareness. It in!ludes

advertising3 sales &romotioins and &u%li! relations et!.

# R''$%9 $* D':';.'*("- after testing3 the new &rodu!t manager must

develo& a &reliminary marketing strategy &lan for introdu!ing the new &rodu!t in

to the market. (he &lan !onsists of three &arts. (he first &art des!ri%es the target

marketAs si@e3 stru!ture and %ehavior. (he se!ond &art out lines the &lanned

&ri!e3 distri%ution strategy and marketing %udget for the first year. (he third &art

of the develo&ment des!ri%es the long run sales and &rofit goals and marketing

mi# strategy over time.


13/32

MARKETING MIX

T$%+'( M$%&'(

P%4( P%)' P%.()* P$'

Produ!t variety List &ri!e Sales &romotion Channels

1uality Dis!ounts dvertising Coverage

Design llowan!es Sales for!es ssortments

-eatures Payment &eriod Pu%li! relation Lo!ations

/rand name Credit terms Dire!t marketing Inventory

Pa!kaging (rans&ort

Si@es

Servi!es

0arranties

returns

HISTORY OF BISCUITS

Sweet or salty. Soft or !run!hy. Sim&le or e#oti!. "very%ody loves mun!hing on %is!uits3

%ut do they know how %is!uits %egan=


14/32

(he history of %is!uits !an %e tra!ed %a!k to a re!i&e !reated %y the 'oman !hef

&i!ius3 in whi!h >a thi!k &aste of fine wheat flour was %oiled and s&read out on a &late.

0hen it had dried and hardened it was !ut u& and then fried until !ris&3 then served with

honey and &e&&er.>

(he word A/is!uitA is derived from the Latin words A/isA +meaning Atwi!eA, and ACo!tusA

+meaning !ooked or %aked,. (he word A/is!ottiA is also the generi! term for !ookies in

Italian. /a!k then3 %is!uits were unleavened3 hard and thin wafers whi!h3 %e!ause of

their low water !ontent3 were ideal food to store.

s &eo&le started to e#&lore the glo%e3 %is!uits %e!ame the ideal travelling food sin!e

they stayed fresh for long &eriods. (he seafaring age3 thus3 witnessed the %oom of

%is!uits when these were sealed in airtight !ontainers to last for months at a time. )ard

tra!k %is!uits +earliest version of the %is!otti and &resent2day !ra!kers, were &art of the

sta&le diet of "nglish and meri!an sailors for many !enturies. In fa!t3 the !ountries

whi!h led this seafaring !harge3 su!h as those in 0estern "uro&e3 are the ones where

%is!uits are most &o&ular even today. /is!otti is said to have %een a favorite of

Christo&her Colum%us who dis!overed meri!aG

Making good %is!uits is 7uite an art3 and history %ears testimony to that. During the jum%les>3 >&lunkets> and >!ry


15/32

%a%ies>.

s te!hnology im&roved during the Industrial 'evolution in the lady fingers> when

visiting Louis V of -ran!e.

(he ma!aroon 2 a small round !ookie with !ris& !rust and a soft interior 2 seems to have

originated in an Italian monastery in


16/32

Britannia


17/32

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 as started in a nondescript house in !alcutta "no #olkata$ ith an initial

investment of %s. 29&. The company e all kno as ritannia today.

The be(innin(s mi(ht have been humble)the dreams ere anythin( but. y 191*, ith the advent of

electricity, ritannia mechani+ed its operations, and in 1921, it became the first company east of the ue+

!anal to use imported (as ovens. ritannia's business as flourishin(. ut, more importantly, ritannia as

ac-uirin( a reputation for -uality and value. s a result, durin( the tra(ic /orld /ar II, the 0overnment

reposed its trust in ritannia by contractin( it to supply lar(e -uantities of service biscuits to the armed

forces.

s time moved on, the biscuit market continued to (ro and ritannia (re alon( ith it. In 193&, the

ritannia iscuit !ompany took over the distribution of biscuits from 4arry's ho till no distributed

ritannia biscuits in India. In the subse-uent public issue of 1938, Indian shareholdin( crossed 5*6, firmly

establishin( the Indianness of the firm. The folloin( year, ritannia iscuit !ompany as re)christened

ritannia Industries 7imited "I7$. our years later in 198, it crossed the %s. 1** crores revenue mark.

On the operations front, the company as makin( e-ually dynamic strides. In 1992, it celebrated its 4latinum

:ubilee. In 1993, the company unveiled its ne corporate identity ) ;at aska)!haska became India's most successful product launch. In 2**2, ritannia's ?e usiness @ivision

formed a Aoint venture ith onterra, the orld's second lar(est @airy !ompany, and ritannia ?e Bealand

oods 4vt. 7td. as born. In reco(nition of its vision and acceleratin( (raph, orbes 0lobal rated ritannia

'One amon(st the Top 2** mall !ompanies of the /orld', and The ;conomic Times pe((ed ritannia

India's 2nd >ost Trusted rand.

Today, more than a century after those tentative first steps, ritannia's fairy tale is not only (oin( stron( but

bla+in( ne standards, and that miniscule initial investment has (ron by leaps and bounds to crores of

rupees in ealth for ritannia's shareholders. The company's offerin(s are spread across the spectrum ith

products ran(in( from the healthy and economical Ti(er biscuits to the more lifestyle)oriented >ilkman

!heese.


18/32

-uality.

PRODUCTS

T)+'% B$*$*$

/ritannia is !ommitted to hel& se!ure every !hildAs right

to *rowth 4 Develo&ment through good food everyday.

Pur&osefully taking forward the !redo of AEat Healthy,

Think BetterA3 we have laun!hed a new variant under

our &ower %rand (I*"' 2 TIGER BANANA2 &ower

&a!ked with IRON ZOR4 and with the delightful taste of

%anana.

IRON ZORhel&s make mind shar&er and %ody stronger. 's. &a!k has as

mu!h IRON ZORas that in < kg of /anana.

'4D in /ritannia has s&ent !onsidera%le time to develo& this nutritious and

delightful sna!k for !hildren.

B%)($**)$ T)+'% B$*$*$ &a!ked with IRON ZORand goodness of /anana is

a!!essi%le to all3 %eing availa%le in !onvenient &a!ks &ri!ed at 's.B3 's. and's.


19/32

(his range is availa%le in deli!ious variants namely L)('().'> C9$('

%'$.> $* O%$*+' %'$.3 targeted towards all health sensitive &eo&le. It is

also relevant for !onsumers with sugar related ailments.

0e are sure that you will %e &leasantly delighted with its great taste and e7ually

sur&rised to know that it has no added sugar.

Don't be taken for a ride when you read "Sugar Free" label on many bisuit

!aks marketed in ndia or abroad. E#en with $%%& noadded sugar, wheat

ereals in bisuits ha#e their own natural sugar ontent. Britannia has hosen to

re!resent these bisuits with "(o )dded Sugar" laim, as there is no added

sugar in the !roessing of (utri*hoie Sugar+ut.

B%)($**)$ 60-60 P';;'% C9$&&$%

(he laun!h of the latest 8J28J variant left every%ody guessing >0hat it ee@=>

-rom (V ads3 radio3 outdoor and in2store dis&lay materials to events3 a we%site

and SMS and email %lasts3 traditional and new media were %lended

synergisti!ally to !reate e#!itement and !uriosity a%out the uni7ue taste of the

%is!uit. (he tangy and distin!tive &e&&er flavoured %is!uit3 thatAs thin and !ris&y

and more like a sna!k3 !aught the imagination of a younger audien!e !raving

something to ni%%le on. (he 8J28J Pe&&er Chakkar laun!h is truly a !ase of

leveraging the marketing mi# to %est advantage.

N4(%)C9)' D)+'():' B)4)(

Hothing !an %e more diffi!ult than making small efforts in our daily life towardshealthy and a!tive living. BE we are engrossed in our %usy s!hedulesF ski&&ing

meals3 missing walks3 along with inade7uate slee& and fre7uently eating2out3 all

take a heavy toll on our health.

t least with the new and im&roved (utri*hoie


20/32

Digesti#e Bisuit3 we have one less thing to worry a%out. Made with 8J: whole2

wheat and &a!ked with added fi%re +


21/32

N'@ B%)($**)$ M)& B)&)

Milk /ikis3 the favourite growth &artner of Kids3 now %rings greater value and

delight to all with its new &rodu!t and &a!k design. 'e!ently re2laun!hed in its

e#isting Southern 4 "astern markets3 and e#tended a!ross India3 the new Milk

/ikis is all set to add e#!itement and a&&eal to nutritious6 food. 0hoever said

that good food6 needs to look dull and %oring63 will just have to take a look at Milk

/ikis.

0ith a uni7ue and attra!tive honey!om% design and an

enhan!ed &rodu!t e#&erien!e3 the new %is!uit &rom&ts

the Kid6s will love it6 rea!tion amongst mothers. (he

milk goodness in the re!i&e is now enhan!ed with

SM'( H5('I"H(S N vital vitamins3 iron and iodine3

&roven to aid mental and &hysi!al develo&ment in

growing kids. (he &remium &a!kaging3 %esides a&&ealing to kids3 also ensures

that the %is!uits remain fresh and !ris&.

So3 whether its %reakfast time or sna!k time at s!hool3 rest assured that kids will

look forward to mun!hing these !run!hy3 milky %is!uits whi!h even hel&s in their

develo&ment. nd yes3 adults won6t %e far %ehind in rea!hing out for a &a!k


22/32

F)*$*)$ A*$,)

/ritanniaAs gross sales turnover in!reased to 's


23/32

O-ig B.B "arning &er Share of /ritanniaQ

1200

1260

1300

1360

1500

1560

1600

1660

O;'*)*+ H)+9 /< (9' D$, L/@ /< (9' D$, C/)*+

28-/1

2A-01

30-01

31-01

01-02

O-ig B. *ra&h of Share Movement of /ritannia Industry on the /S"Q


24/32

THE INDUSTRY

/is!uits derive its name from a -ren!h word meaning twi!e %a!ked %readF

/is!uits in general have a good shelf life3 whi!h is higher than all other sna!k

items availa%le in the market.

India is the se!ond largest &rodu!er of %is!uits in the world after the 5.S.. %ut

still the &er !a&ita !onsum&tion is only B. kgyear of develo&ed !ountries. s &er

the latest survey done %y H.C..".'.3 %is!uits are !onsumed in rural areas.

(he &enetration of %is!uits into households stands at an average of 9.B: with

the rural &enetration at EE: and ur%an &enetration at 99:. /is!uits are reserved

for the small s!ale se!tor %ut there are strong &ossi%ilities of the industry %eing

deserved in line with the government &oli!y of li%erali@ation. (he net effe!t thus

would %e greater !hoi!e for the !onsumer as well as a !he!k on the !osts.

(he !ountry &rodu!tion of the %is!uits during BJJ2J8 was


25/32

(he !om&anyAs strategy has %een to attra!t new !onsumer segments and widen

its !onsumer %ase with its well &a!kaged low &ri!ed offerings. /ritanniaAs

su!!ess has also !ome from its formida%le.

It gives me great &leasure to introdu!e the Summer (raining 'e&ort. It is %ased

on the survey !ondu!ted in "ast Delhi region on /is!uit industry. (he a&&li!a%ility

of various %randing strategies &lay !ru!ial role in marketing in &rodu!t. the

a&&li!a%ility has grown due to the li%erali@ation3 !om&etition and te!hnologi!al

!hanges taking &la!e in !or&orate world.

In this &roje!t the various %randing strategies ado&ted %y the !om&any has %een

studied and !om&ared on the %asis of !urrent market s!enario. It gives the ideaa%out the market share enjoyed %y the different !om&anies in the B)4)(

I*4(%,#It &rovides the ade7uate !overage of many issues related to %is!uit

industry. (he o%je!tive of this re&ort is to give the market share of /ritannia

%is!uits in the Indian !a&ital +Hew Delhi,. It has %een made &ossi%le %y knowing

the !onsumerAs %ehaviour and %y studying the &atterns ado&ted %y the retailers.

It gives us very &re!ise view a%out the e#isting demand of /ritannia %is!uits and

demand of their &rodu!ts as !om&ared to other !om&etitors. It also highlights the

!hanging market trends and !onsumer &referen!es3 why they have shifted from

finally &a!k to &ou!h &a!k. (he annual growth rate of the industry is a%out


26/32

MARKETING STRATEGY

Marketing is not "u!lidean geometry a fi#ed system of !on!e&t. 'ather

marketing is one of the dynami! fields with in the management arena. (he

market fa!es !ontinually a new !hallenge everyday and !om&anies must

res&ond to it &ositively. (herefore it is not sur&rising that new market idea kee&

surfa!ing to meet new market &la!e !hallenges.

(he market &ro!ess is a&&li!a%le to more than goods and servi!es. nything

related to market in!luding ideas3 events3 &oli!ies3 &ri!es and &ersonalities

!omes under market strategy. )owever it is im&ortant to em&hasi@e o&&ortunity

in the market through market strategy.

-ollowing strategies ado&ted %y the organi@ation.

A (%*+ 4$)(, < (9' ;%4( $* 4(.'% $()


27/32


28/32

COMPETITORS

*enerally all organi@ations have !om&etitors in the market. &arti!ular

organi@ation always !om&rises with other same %usiness and a!!ording tomarket share we !larify the %rand of &rodu!t is giving more !hallenge to my

&rodu!t.

I found many &rodu!ts whi!h !an %e !om&ared with /ritannia /is!uit. s a

!on!lusion I found that &arti!ularly in my &rovided area /ritannia is really doing

well and its &erforman!e is on sur&rising level. During the field work and after

intensive study it was found that main !om&etitor of PRIYAGOLD %is!uits is

BRITANNIA as the market leader.

In my &rovided area the share of the market is as follows.

/'I(HHI 9:

P'IR*$LD BJ:

P'L"2*


29/32

MARKET POTENTIAL

Market &otential of the /'I(HHI is mu!h &ositive in !om&etitive era and will

sure !over the ma#imum market share of %is!uit &rodu!t. Potentiality of any

&rodu!t de&ends u&on the futuristi! &erforman!e of the &rodu!t. it de&ends that

how mu!h retailers have &otentiality to %e &ermanent seller of /'I(HHI.

-or great &otentiality it is ne!essary to im&rove those fa!tors whi!h are going to

effe!t retailers. In my study I found some fa!tors whi!h !an hel& to !over great

&otentiality.

(hese fa!tors are following

S!heme delivery should in &erfe!t determining time.

Some &la!es distri%utors not a%le to !over his &arti!ular area. (hat should %e

im&roved.

S!heme fa!ility should %e regular as mu!h as &ossi%le.

Small &a!k also should %e in the market.

lways !olle!t the views of retailers. It gives &sy!hologi!al effe!t on theretailers a%out !are ness %y manufa!turing !om&any.

(hese fa!tors are very im&ortant for the organi@ation. If !om&any is a%le to

im&rove these all fa!tors then definitely its market share will more in!rease.

'etailers will take more interest to sell /ritannia %is!uit and !ustomer will also

enjoy for it.

So &otentiality is very high to /ritannia %is!uit in &ositive dire!tion.


30/32

SWOT ANALYSIS OF BRITANNIA

S(%'*+(9

-ulfill one of our /asi!

'e7uirement among ir 3

0ater 3 -ood3 Shelter

0idely a!!e&ted in all

*enerations

"asily availa%le in various forms

Provide good Instant 'emedy

for hunger in the form of

readymade food

Preserves the non seasonal

food and makes it availa%le all

throughout the year

W'$&*'

De!reases nutritional value

In!reases the !ost of food

&rodu!t

Industry and te!hnology

re7uires high investment

'egular usage of &ro!essed

food !an !ause alteration in

health

O;;%(4*)()'

In!rease e!onomy of India

*enerate em&loyment

o&&ortunity

*ood 7uality of *oods

Provide !om&etition to foreign

!om&anies

Im&rove living standard

Provide goods to nation at

!hea&er rate

Inflow of foreign reserve and

funds for the govt.+ta#es,

T9%'$(

Many !om&anies are result

oriented

In!rease in &ollution

Sometimes &rovide &oor 7uality

of &rodu!t for more &rofit

La!k of te!hnology

5na%le to utili@e all the

resour!es effi!iently


31/32

CONCLUSION

fter going thi!k on the thing3 now time is to make a !om&lete &i!ture. 0hile

making a &rodu!t a SK5 +Sto!k Kee&ing 5nit, of the sho& retailers think a%out

the *M'$I +*ross Margin 'eturn $n Investment, and they &romote the %rand

whi!h &rovide them highest. (hey e#&e!t return in the form of &rofit margin3

!om&any s!hemes3 window dis&lay and referen!es of the sho&. mong these3

!om&any s!hemes make the differen!es and are the highest sour!e of motivation

after &rofit margin. 'etailing demands a !onstant &ush from the !om&any.

Marketer needs to use advertising and %rand %uilding strategies to address the

dis!erning %uyers and retail &ush to in different %uyers. (he manufa!turer should

understand !onsumer %ehavior %e!ause retailers !anAt hel& 7uality and &ri!e. It is

only u& to dealers said it is demand they sell /ritannia B: agree that at retail

sho& it is %rand &o&ularity3 whi!h determine the &ur!hase of %is!uit.

(here is a greater need to understand the retailer %ehavior !onsidering them as a

team working for the !om&any may hel& them to %e atta!hed to the !om&any.

(here should %e feeling of %elonging to the !om&any in inner of the retailers.

Setting values !lu% for retailers so that they may e#!hange views with the

!om&any and hel& in understanding !onsumer %ehavior.


32/32

BIBLIOGRAPHY

BOOKS

5()$' P)ILIP K$(L"'

(I(L" M'K"(IH* MH*"M"H(

PLC" $- P5/LIC(I$H P'"H(IC" )LL $- IHDI L(D.

H"0 D"L)I

D(" $- P5/LIC(I$H S"P("M/"'

H5M/"' $- P*"S

Documents

8075757 Marketing Survey on Britannia Biscuits