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A PROJECT REPORT ON
IN
FOR THE AWARD OFPARTIAL COMPLETION OF
MASTER OF BUSINESS ADMINISTRATION (MBA)FROM
U P Technical University, LucknowUnder Supervision ofMr. Akshay Ahuja(Marketing Manager)ITC Ltd. Saharanpur
Under Guidance ofMrs. Nidhi Mathur
(Faculty – MBA Department)IPEM, Ghaziabad
Submitted byMonty Arora
MBA (2003-2005)
Institute of Professional Excellence & ManagementA-13/1, S.S. G.T. Road Industrial Area, NH-24, Ghaziabad-201001
ACKNOWLEDGEMENT
2
From this acknowledgement .I want to say thanks to persons who
helped me directly or indirectly in shaping the present study. I find myself
unable to re-compensate without the help provided by these elite personalities,
through my pen picture. May God help them in all times of life!
With profound pleasure and privilege, I express my deep gratitude to
Mr. S. Subba Rao (Branch Manager) of ITC for granting me a permission to do
summer training in such a prestigious company.
The successful completion of this project entitled “Estimate Biscuit
Industry and Identify the Critical Success Factors in Saharanpur for ITC”
because of help and cooperation from several quarters. I would like to extend
my sincere thanks to our esteemed guide Mr. Akshay kumar (Area Executive)
for his kind co-operation and providing me a good environment to work on.
I am also thankful to Mrs. Ruchika Jaiswal, Mrs. Nidhi Mathur, and my
friends and respondents for providing me with valuable input from time.
Finally, I would like to thank my family members for their understanding and
help while I was working on this project.
(Monty Arora)
3
PREFACE
The customer is king: finally ten years after the liberalization of India's
economy began the marketplace has, suddenly, become frighteningly
competitive. Not only have new players including a host of powerful
translation, stormed into the country, there are more brands available then even
before in every segment of every market. Befittingly, for the time in above 50
years since Independence, delivering the final verdict will be the customer who
is already finicky about what will buy, in future, only that which meets her
every desire. This demands more intimate understanding of the customer by the
smart companies'. In my project I have tried to Estimate Biscuit Industry and
Identify the Critical Success Factors in Saharanpur for ITC.
4
Contents
Purpose of Training 06
Company Profile 09
Introduction 10
Products of ITC 13
ITC Structure 19
Story of ITC Saharanpur 23
History of Saharanpur 30
ITC Family 32
SWOT Analysis 35
About Biscuit Manufacturers 37
Britannia 38
Priya Gold 43
Parle 46
Anmol Bakers Ltd. 51
Sunfeast – An Overview 53
5
Project Plan for Field 56
Research Methodology 60
Introduction 61
Objectives of the Study 62
Research Description 63
Problem Formulation 69
Research Proposal 70
Analysis & Interpretation 71
Findings 90
Limitations & Problems 92
Conclusions 94
Suggestions & Recommendations 96
Bibliography 99
Annexure 101
6
PURPOSE OF THE TRAINING
7
PROJECT TITLE:
Estimate the biscuits Industry and identify the critical success factors.
To determine key players operating in the Industry by estimating their
volumes and critically evaluate distribution practices.
THE STUDY SHALL ENTAIL THE FOLLOWING :
Complete understanding of the category and industry :
? The key players with brand wise volumes.
? Availability & Visibility figures of key players by channels.
Understanding of the distribution process and the components of the distribution
chain:
8
? The players: Distributor, trade (Wholesale & retail), Salesman.
? Various channels and their dynamics (wholesale, convenience, grocer, tea
stall/restaurant...)
? Distribution infrastructure (vehicle, sales force...)
? Distribution norms and practices: (inventory, billing, credit, delivery,
frequency of service....)
? Strengths & Weaknesses of various players as regards distribution.
Understanding of various trade schemes in the market :
? Critically analyze the schemes as regards their design and effectiveness
? Recommendations for ITC to formulate a distribution strategy to align
with industry needs
9
INTRODUCTION OF COMPANY
Founded in 1910 as cigarette manufacturing and marketing organization,
the ITC group has evolved into a multi market, multi technology and multi
product group. An associate of BAT industries plc; ITC is India’s number one
company and the flagship of ITC group which has turnover of US $2 billion. A
commitment to excellence has helped the ITC group secure and expand its
leading position in key markets. And the group has over the years developed
distinctive strength in every aspects of its business to achieve its objective.
10
Strong Financial Base
Today the ITC group has one of the highest market capitalization in
India, nearing US $ 3 billion .With a asset, base ITC has the staying power to
invest in capital intensive, long gestation projects. Substantial reserve and
profitability Indian companies today.
11
Wider distribution
ITC has a wide distribution network that consist of 24, 00 people, and
one that co-ordinates supplies from a dozen manufacturing location to over
million retail outlets spread across 3700 towns daily.
Global outlook
ITC understands that in the year to come the only way to stay ahead will
be catering to a global market. Thus it has already begun working towards this
objective. Last year it has emerged as India’s largest exporter. ITC’s product
designed to meet international standards, keeping this in mind, the company has
formed enduring. Future plan of the company include making India a major
cigarette manufacturing base for global brands.
Consumer focus
ITC’s products are used by millions of consumers from every walk of
life. It has been able to create brands leaders in virtually. Every business it
operates in –
12
Cigarette - Wills, Scissors, Gold flake, Classic, India kings
Edible Oils - Sun drop, Crystal, Sdham. Real Gold
Hybrid Seed - Adarsh
Paper / Tissue - Bhadrachalan / Tribeni
Hotel - Welcome group – Maurya Sheraton
Cost Leadership
ITC possesses an extensive manufacturing infrastructure for each of its
business. An example on vertical integration ensures total quality control. The
group has 12 manufacturing locations in India for cigarette, packaging, printing,
and agro-processing.
13
PRODUCTS OF ITC Today ITC is dealing in almost all the sectors of production. Some major
areas of production are as follows:-
LEAF TOBACCO DIVISION
ITC has brought modern farm practices and continuous improved to
Virginia and Burley Tobacco cultivation. The company’s green leaf threshing at
Anarporti and Chirala are the largest in Asia. They are the first tobaccos
threshing plants in the world to get ISO 9002 accreditation for matching
International norms.
ITC’s ILTD (Indian Leaf Tobacco development Division) is India’s
largest buyer, processor and exporter of leaf tobacco. Through its emphasis on
quality and services, ILTD, is striving to make tobacco the “Golden Crop Of
India”.
HOTELS
ITC entered the tourism industry in the year 1975 with the WELCOME
Group, ITC’s hotels division. In less then 20 years it has created chain of
Luxury Hotels at key location such as Agra, Andaman, Aurangabad, Jaipur,
Jodhpur etc. for discerning business traveler it has created two distinct options,
the exclusive Sheraton Towers, a hotel with in a hotel and the executive, club at
14
all its destinations across the country. The Mourya Sheraton at Delhi and the
Mughal Sheraton at Agra are the best in the world.
SEEDS
ITC’s Agro-Business Division was set up to develop, produce and
market hybrid and high yielding, varieties of seeds to farmers. Today, this
division is a leader in oil seeds and other cereal crops. ITC’s Adarsh have
emerged as one of the India’s leading brands of seeds well received by the
farming commodities. Its Sunflower Hybrid Seeds performed better then the
best in the National Trials Conduct by the Indian Council of Agricultural
Research. This is a result of a commitment to plant breeding, farm technology,
quality seed production and an extensive rural marketing network.
CIGARETTES
ITC owns the brand leadership in every segment The Company has
launched several new brands such as Capstan Menthol, Filter, Capstan standard,
Gold Flake Kings, and Berkley Filter. Gold Flake Premium Filter has since been
rolled out of market and Gold Flake Light King size has been introduced ITC’s
strong brand portfolio has is demonstrated by the fact that scissors is the brand
leader in volume, Wills remain as the largest free standing consumer product in
India and Wills Gold Flake family has grown to be come the largest single
trademark in the consumer product.
ITC’s factories at Calcutta, Saharanpur, Bangalore and Munger have the
9002-quality accreditation The Company has signed an agreement with the
British American Tobacco Company Limited (BAT) of which it is already an
15
associate. As per this agreement ITC Ltd. launched BAT’s global brand such as
State Express 555 and Benson and Hedges.
EDIBLE OILS
In the edible oil business, the ITC agri business division and its
associates ITC agro Tech Ltd. have set up one of the India’s largest state-of-art
interested in oilseeds Complex in Andhra Pradesh. ITC brand like Sun drop,
Crystal and Real Gold have established them in the refined edible oil market.
Infect Sundrop is the largest selling brand of the Sunflower oil in the country.
ITC has also begun promoting the development of palm oil.
PACKING AND PRINTING
It develop pack designs on 24-hours turnaround basis International
Liquor brands and other fast moving consumer products manufactures are today
some of the users of the company packing products. Through a strategy of being
market leader and technology driven the ITC group has achieved market
leadership and in the largest integrated source of paper and paperboard
products. ITC’s printing and packaging division has a technical collaboration
with Liquid Box Corporation USA, to manufacture and market bag-in box
system in India.
16
SPECIALITY PAPERS
In 1979, ITC entered the papers industry with ITC Bhadrachalam
paperboards. Through the application of clonally technology and scientific
plantation management, it has revolutionized land productivity.
Today it offers the widest variety of papers and paperboard
manufactured by the single group in India. Tribeni Tissues, which
amalgamated, with the ITC group has emerged as the leader in custom specific
specialty paper for cheques and passports and for the packaging, printing,
insulation decorative laminate and communication industries.
FINANCIAL SERVICES
ITC financial services were inaugurated in 1986. It diversified in to Asset
Financing and capital market operations through its associates ITC Classic
Finance Ltd. Classic has also ventured into Merchant and investment banking,
capital market intermediation, International advisory services and public deposit
mobilization. Classic Today is one of the best capitalized Financial services
Companies.
SPECIALTY PAPER
ITC operates a 33000 TPA plant at Tribeni, West Bengal, to
manufacturing specialty papers, mainly with the imported wood pulp cigarette
packing paper to BAT subsidy in Africa and Central Asia. Margins in the
business have been adversely affected with stiff price competition from
17
domestic as well as imported products post reduction in import duty. ITC has
been scouting for an international joint venture partner for upgrading
technology in this business.
The division received certification under ISO9001 quality standards and
Gold Star awards From Royal Society for Prevention of accidents, UK .The
specialty. Besides captive consumption, ITC also exports paper division
contributed to Rs.1bn. to the total revenues during FY00 compared to 880.5mn
in FY99. The company produced 16355 tons of specialty paper during the year.
International business division, which is involved in handling exports from the
company, did exports of Rs.3.2 billion during FY00.The division exports agri.-
products to various countries across the globe.Recently the division has
decided to set up e-choupals for Shrimps and coffee. These e-choupals would
provide up-to -date information grading local and global weather and scientific
practice followed at different place to farmers. The division has plans of setting
up 300 such choupals across the country current year ITC also has an InfoTech
division, which is being realigned to focus on e-commerce software
solutions.The company plans to hive off its InfoTech division in to a separate
subsidiary.
NEW ENTERENCE
The company has decided to venture in to a number of new and unrelated
areas. ITC has recently launched its leisure apparels under Wills sports brand to
leverage on its Wills brand equity. The company had also ventured into
18
Branded Holidays business, which is being reviewed as performance has been
below expectations.
EARNING FACTORS
Excise duty changes on cigarettes.
New product launches are as: Rothmans International brand portfolio
may be launched through ITC, as Rothmans has withdrawn
proposal for 100% subsidiary post global merge with BAT.
Leaf & tobacco crop depends on weather conditions which results its
impact on material costs.
Export markets reduce dependence on domestic market.
Exports are also affected by the domestic crop production.
Paper/paperboard margins depend on International paper & wood pulp
Prices as well as charges in custom duty rates.
Excise duty exemption in northeastern states And also one of the largest
Non banking financial services.
19
ITC STRUCTURE
As stated earlier, ITC is a well-diversified company with the interests in
various businesses. To facilitate efficient running of the business, the company
has spit up in to several division, which enjoys great deal of functional
autonomy. “Divisional Board” or the “Divisional Executive Committee”
depending up on its size heads each division.
Although management is vested in the Board of Directors consisting of
the both Executives and non-executive directors, most of the authorities and
responsibilities have been delegated to committee of directors which comprises
of executive directors only. All of the Divisional boards and divisional
executive Committees report to Committee of directors.
The various divisions with their head quarters are as follows:
20
NAME PLACE
1- Corporation Headquarters (CHQ) Calcutta
2- Indian Leaf Tobacco Development Division (ILTD) Guntur
3- Indian Tobacco Division (ITD) Calcutta
4- Packaging and Printing Division (PPD) Tiruvottiyur
5-ITC Bhadrachalam Paper Board Ltd. Secundrabad
6- Trebeni Tissue Division Calcutta
7- Hotels Division (HD) New Delhi
8- Export Division (ED) New Delhi
9- Agri-business Division (ABD) Hyderabad
10- International Business Division (IBD) Mumbai
11- Information Systems Functions (IFS) Calcutta
12- Integrated Research Center (IRC) Bangalore
13- International Travel House (ITH) Calcutta
Divisions are further broken up into component unit and branches such as
etc., for example- the hotel division holds around Marketing branches,
Cigarettes factories, and Hotel properties 17 hotels under the name of Welcome
Group.
21
PRODUCTION BRANCHES
The production branches better known as cigarette factories are situated in
four factories, viz.
I. Calcutta
II. Bangalore
III. Saharanpur
IV. Munger (Bihar)
Following are the subsidiaries fall under ITD:
1. Surya tobacco company
2. All India tobacco company limited
3. Élan enterprises Ltd.
4. Fortune tobacco company
5. ITC filtrona Ltd.
22
Marketing overview: ITC has got 17 “trade marketing branches” in
the following regions:
NORTH:
1. New Delhi 4. Lucknow
2. Saharanpur 5. Jaipur
3. Jammu
SOUTH:
1. Bangalore (H.Q.) 4. Secundrabad.
2. Coimbatore 5. Madras
3. Ernakulam
EAST:
1. Calcutta (H.Q.) 3. Guwahati
2. Vishakapatnam 4. Patna
WEST:
1. Mumbai (H.Q.) 3. Bhopal
2. Ahemadabad 4. Nagpur
Apart of the above, a major constituent of ITD is tobacco technology
Centre, situated at Bangalore.
23
THE STORY OF ITC SAHARANPUR
ITC Saharanpur was born out of a planned inroad and a fortuitous
meeting, which was to unleash the beginning of the dream by 1924 the
Peninsular Tobacco Company had manufacturing unit at Munger and
Bangalore and was now combing the northern region to locate it’s third one.
Saharanpur seemed the ideal choice due its location advantage being on the
main railway lines connecting Calcutta as well as Bombay with west Punjab
right up to Peshawar.
As the story goes R.G Baker, one of the stalwarts of the company, visited
Saharanpur in search of suitable land to locate the factory. The visit had almost
proved to be an exercise in futility and Mr. Backer was standing at the railway
station ready to leave. Just then BABU SHIV DAYAL SHARMA walked up to
him with an invitation to inspect the land bounded on the west by the canal and
24
to the north by Sardar Patel marg. The site as approved and the initial lease were
signed on the 7th July 1925. Thus began an era of challenge and transition.
J.P.HILL became the first factory manager and initiated operations
with a labor force of 26 men (at 8 annals a day), a technology of fine rose
watering can for conditioning, 2 lakhs cutting machine,1 dryer,1 cooler,3
standard making machines(making 500 cigarettes a minute),3 rose cracknel
packing machines and with an engineering department out in the open under the
mango tree trees opposite the site of the pp school. Production in the first month
was 5.9 million and touched 23 million by the end of year.
The decade of the thirties witnessed the series of unprecedented events.
These ranged from a three-year closure in 1934 owing to depressed trading
condition and the Swadeshi and Boycott Movement to a devastating
earthquake in the same year. The factory in Munger was severally hit, so
opening of the Saharnpur unit compensated the loss of production. In 1932 the
first Moline M2 packer arrived.
Another landmark event in the annals of time was the foundation of the
Cigarette Worker’s Union in 1938 with the help of J.B. Miller and Pandit
Kamalnath. The registration of the union took place in March 1939.
30th Dec. 1953 was an important milestone in securing sound working
relations between workers and management. This day marked the signing of the
First Long Term Agreement. The post-war years heralded an era of
modernization end experimentation for ITC Saharanpur. Two new Lauhoff
Stem Rolling Machines, Two MRTC Machines and the first format or
Threshing and Classifying plant made their entry. 1954 signified the arrival of
the Forklift, which revolutionized the method of work in the go downs. By the
25
end of sixties wooden cases had gradually given way to CFC’s (corrugated fiber
containers).
In 1968 MK8 makers arrived along with PA7RO Filter Attachment.
The factory was running in three smooth shifts and production had soared up to
924 million. It was at this juncture that Ted Ramble retired after the longest
single tenure as branch manager.
In 1970 the Imperial Tobacco Company changed its name to India
Tobacco Company Ltd. Workers welfare activities saw an acceleration with
the launch of worker’s Welfare Scheme. Also a greater emphasis was now been
laid on the creation of a culture of continuous learning.
In 1983 Computer Center was set up in the unit by which time the
payroll, Financial Accounting and Inventory system had been computerized. In
1984 and Integrated Factory Information System was developed in Bangalore
and passed on other units. The technical training center was established in 1986
to provide technical training and know how to workers and managers alike.
In 1988 LTA was the landmark event. It made provision for the
computerization of work processes for clericals in the factory and also for
secondarization, which involved the physical merger of the packing and making
departments, which till now has been in relative isolation of each other. The
Duplex Packer was introduced in 1989 and was readily received and adopted
too. Simultaneously high quality requirements and subsequently growing
competition had become realities of the day. The introduction of high speed
LOGA Machine in 1993 was an example of the first post-liberalization attempt
to upgrade the existing state to tune with these demands.
26
Anticipating substantial growth in the market share a massive
modernization and up gradation project was launched in Saharanpur involving
an overhauling of infrastructure and service to cater to a truly world class
factory.
In June 1994 the political fortunes in the state of U.P. turned and a High
Luxury Tax was imposed on all br4ands of cigarettes costing Rs. 5 or more per
packet. This hampered operations in the factory and the manufacture of
cigarettes (except for exports) was stalled.
In 1955 ITC, Saharnpur had the rate distinction of winning the British
Safety Council’s National Award for the third year in succession for a low
accident rate.
Fortunately the Luxury Tax too was lifted in October 1995 through an
ordinance of Governor and normal production was resumed. It had been a long
struggle with the entire unit displaying remarkable fortitude. Despite all
limitation even during this crisis Saharanpur was the largest manufacturer of the
Bingo Cigarettes like Scissors Std., Capstan Std., Berkeley Std., Bristol and
Hero and the exports like Huston and Midland (to USA) and Classic (to Russia).
In 1996 a Long Term Agreement between the management and the union
is another instance of continuous process in the history of ITC, Saharanpur. The
agreement provides the flexibility in work norms, practices and manning
ensuring world-class level of performance and productivity.
ITC Saharanpur was born out of a planned inroad and a fortuitous
meeting, which was to unleash the beginning of the dream.
By 1924 the Peninsular Tobacco Company had manufacturing unit at
Munger and Bangalore and was now combing the northern region to locate it’s
27
third one. Saharanpur seemed the ideal choice due its location advantage being
on the main railway lines connecting Calcutta as well as Bombay with west
Punjab right up to Peshawar.
As the story goes R.G Baker, one of the stalwarts of the company, visited
Saharanpur in search of suitable land to locate the factory. The visit had almost
proved to be an exercise in futility and Mr. Backer was standing at the railway
station ready to leave. Just then BABU SHIV DAYAL SHARMA walked up to
him with an invitation to inspect the land bounded on the west by the canal and
to the north by Sardar Patel marg. The site as approved and the initial lease were
signed on the 7th July 1925. Thus began an era of challenge and transition.
J.P.HILL became the first factory manager and initiated operations
with a labor force of 26 men (at 8 annals a day), a technology of fine rose
watering can for conditioning, 2 lakhs cutting machine,1 dryer,1 cooler,3
standard making machines(making 500 cigarettes a minute),3 rose cracknel
packing machines and with an engineering department out in the open under the
mango tree trees opposite the site of the pp school. Production in the first month
was 5.9 million and touched 23 million by the end of year.
The decade of the thirties witnessed the series of unprecedented events.
These ranged from a three-year closure in 1934 owing to depressed trading
condition and the Swadeshi and Boycott Movement to a devastating
earthquake in the same year. The factory in Munger was severally hit, so
opening of the Saharnpur unit compensated the loss of production. In 1932 the
first Moline M2 packer arrived.
28
Another landmark event in the annals of time was the foundation of the
Cigarette Worker’s Union in 1938 with the help of J.B. Miller and Pandit
Kamalnath. The registration of the union took place in March 1939.
30th Dec. 1953 was an important milestone in securing sound working
relations between workers and management. This day marked the signing of the
First Long Term Agreement. The post-war years heralded an era of
modernization end experimentation for ITC Saharanpur. Two new Lauhoff
Stem Rolling Machines, Two MRTC Machines and the first format or
Threshing and Classifying plant made their entry. 1954 signified the arrival of
the Forklift, which revolutionized the method of work in the go downs. By the
end of sixties wooden cases had gradually given way to CFC’s (corrugated fiber
containers).
In 1968 MK8 makers arrived along with PA7RO Filter Attachment.
The factory was running in three smooth shifts and production had soared up to
924 million. It was at this juncture that Ted Ramble retired after the longest
single tenure as branch manager.
In 1970 the Imperial Tobacco Company changed its name to India
Tobacco Company Ltd. Workers welfare activities saw an acceleration with
the launch of worker’s Welfare Scheme. Also a greater emphasis was now been
laid on the creation of a culture of continuous learning.
In 1983 Computer Center was set up in the unit by which time the
payroll, Financial Accounting and Inventory system had been computerized. In
1984 and Integrated Factory Information System was developed in Bangalore
and passed on other units. The technical training center was established in 1986
to provide technical training and know how to workers and managers alike.
29
In 1988 LTA was the landmark event. It made provision for the
computerization of work processes for clericals in the factory and also for
standardization, which involved the physical merger of the packing and making
departments, which till now has been in relative isolation of each other.
The Duplex Packer was introduced in 1989 and was readily received and
adopted too. Simultaneously high quality requirements and subsequently
growing competition had become realities of the day. The introduction of high
speed LOGA Machine in 1993 was an example of the first post-liberalization
attempt to upgrade the existing state to tune with these demands.
Anticipating substantial growth in the market share a massive
modernization and up gradation project was launched in Saharanpur involving
an overhauling of infrastructure and service to cater to a truly world class
factory.
In June 1994 the political fortunes in the state of U.P. turned and a High
Luxury Tax was imposed on all br4ands of cigarettes costing Rs. 5 or more per
packet. This hampered operations in the factory and the manufacture of
cigarettes (except for exports) was stalled.
In 1955 ITC, Saharanpur had the rate distinction of winning the British
Safety Council’s National Award for the third year in succession for a low
accident rate.
Fortunately the Luxury Tax too was lifted in October 1995 through an
ordinance of Governor and normal production was resumed. It had been a long
struggle with the entire unit displaying remarkable fortitude. Despite all
limitation even during this crisis Saharanpur was the largest manufacturer of the
30
Bingo Cigarettes like Scissors Std., Capstan Std., Berkeley Std., Bristol and
Hero and the exports like Huston and Midland (to USA) and Classic (to Russia).
In 1996 a Long Term Agreement between the management and the union
is another instance of continuous process in the history of ITC, Saharanpur. The
agreement provides the flexibility in work norms, practices and manning
ensuring world-class level of performance and productivity.
HISTORY OF SAHARANPUR
1925 : Cigarette manufacturing unit established.
1926 : Manufacturing of cigarette began & brands were Red Bird, Duck &
Peacock.
1935 : Packing Machines established.
1938 : Created cigarette workers union with the help of J.B.Miller & Pt.
Kamalnath.
31
1940 : First major strike came in practice.
1942 : The post of Labour Welfare Officer created.
1953 : First long term agreement marked signing.
1970 : Company got its name Indian Tobacco Company (ITC)
1983 : The computer center was set up in ITC SAHARANPUR unit.
1984 : An Integrated Factory Information System was developed at Bangalore.
1986 : The Technological training center was established.
1994 : High & Luxury tax was imposed on all branches of cigarettes
1995 : Saharanpur unit bagged British Safety Council National Award for its
low rate of accident.
32
ITC FAMILY
ITC PAPERBOARD LIMITED
India’s largest manufacture of paper & paperboard. It also a India’s
largest exporter of paper & paperboard industry.
ITC CLASSIC FINANCE LIMITED
It is Rs. 315Cr company which is established to offer preferred financial
services & products.
ITC AGRO-TECH LIMITED
33
Business processes edible oil & also moving towards consolidatig other
aspects of edible oil procurement, marketing & trading.
ITC FILTRONA LIMITED
A joint venture with filtrona international limited. UK is making available
in India the latest Cigarette filter technology including technology advance
multiple filters.
ITC ZENECA LIMITED
A unique partnership of two major players in agro-business, ITC with
ZENECA limited UK. It develops high quality seeds for the Indian agriculture
sector.
INTERNATIONAL TRAVEL HOUSE LIMITED
One of the India’s leading travel & tour agency offering services for
business & leisure travelers throughout India, in the business of “rent a car”
under the “Eurocar” brand& in the process of setting of golf resets of
International standards.
SURYA TOBACCO COMPANY LIMITED
34
ITC’s joint venture project in Nepal is the company’s largest private
sector corporation with brands leader in every segment. ITC has achieved the
“Super star trading house” status. It contributes over 4% of the revenue,
provides 9% of the Indian agri-export & about 2% of the company’s total export
centers total tax.
INDIAN TOBACCO DIVISION
It is India’s largest manufacture & exporter of cigarette. It has the market
share of 67% of the total cigarette market in India.
INDIAN LEAF TOBACCO DEVELOPMENT DIVISION
It’s the largest producer & exporter of tobacco in India.
ITC HOTELS LIMITED
A premier hotel chain catering to the International travelers. Its the
market & operates 16 leading hotel properties under the Welcome group banner.
It has the collaboration with ITC Sheraton USA for the International marketing
of the ITC hotels.
35
SWOT ANALYSIS OF THE ORGANIZATION
SWOT analysis is basically used as important technique through which a
company can know its positive features and can overcome its negative aspects.
Therefore SWOT analysis an important role to formulate the business
strategies for any company, which are based on its strength, weakness,
opportunity and threats. The SWOT analysis of its Ltd. can be done as under: -
STRENGTHS
1. The company product is a quality product.
2. Best pricing policy.
36
3. Good packing
4. Dedicated sales force
WEAKNESSES
1. The company has a small product profile.
2. The distribution network is very weak ITC biscuits are not available at
every shop.
3. It has less number of distributors as compared to its competitors.
4. It has poor distribution infrastructure.
5. Lack of frequent and regular trade schemes.
OPPORTUNITIES
1. The ITC should target the rural market also.
2. The new product can create a wide area of market.
3. A good distribution network can given tough competition to its
competitors.
THREATS
1. The aggressive nature of the competitors is the main threat to the
company.
2. The distribution network of its competitors is very strong.
37
3. Its competitors have more number of distributors.
4. The indirect reach of the company is too weak.
5. High tax rate.
6. Government policies.
38
BRITANNIA
Britannia is the market leader in the organized biscuit and bakery product
market in India. Biscuits contribute to more then 80% of Britannia's total
turnover. Other products include bread and cakes. Britannia diversified into
dairy products in 1997 with processed cheese and dairy whitener. The portfolio
was expanded with the launch of butter, pure, flavoured milk in tetra packs and
UHT milk.
History Of Company 1918
The Company was incorporated on 21stMarch, as a public limited
company under the Indian Companies Act, VII of 1913. The Company
39
Manufacture bakery and soybean products, export of cashew Kernels marine
products, general merchandise items and computer software.
1921
The Company obtained a priority of Certificate and imported new machinery
thereby becoming the first biscuit company in India to install and run a gas oven
plant.
1924
A new factory was established at Kasara pier Road in Mumbai. In the same year
the Company became a subsidiary of Peek, Frean & Co. Ltd. U.K. a leading
biscuit manufacturing company, and further strengthened its position by
expanding the factories at Calcutta and Mumbai .
1939-45
A Large part of the Company's production was diverted to war effort on account
of World War II and at times as much as 95% of the total capacity was booked
for the production of "Service Biscuit"
1952
The Calcutta Factory was shifted from Dum Dum to spacious grounds at
Taratola Road in the suburbs of Calcutta. During the same year automatic plants
were installed there and later in Mumbai in 1954.
40
1954
The development of high quality sliced and wrapped bread in India was
pioneered by the Company and was first manufactured at Delhi.
1961
Manufacture of bread was started in Mumbai and a new bread bakery was set up
at Delhi in 1965.
1976
Britannia bread was introduced in Calcutta and Chennai.
1978
After the issue of shares to the Indian public, the non –resident holding in the
Company was reduced to less than 40%.
1979
With effect from 3rd October, the name of the company was changed from the
Britannia biscuits Co., Ltd., to Britannia Industries Ltd.
1980
41
The company signed 10 years technical collaboration agreement with Nebico
Pvt. Ltd. Nepal, for the supply of know-how relating to manufacturing
packaging and marketing of biscuits and selection of plant and machinery.
1989
The Company launched new brand of biscuit, namely, 'CIRCUT'. Another
brand "PURE MAGIC" was extended nationally and posta badam was added to
"GOOD DAY" ranged of biscuits Bread production and affected for some time
at Delhi factory do to industrial unrest.
1991
The Company launched two new speciality brands viz. Britannia milk bread and
Britannia brown bread in Delhi and extended nationally its main brands petit
Burro and elaichi cream.
On 17th August the Company handed over to SM Dychem Ltd, its soya unit at
Vidisha, MP.
The Company proposed to invest in the equity capital of Britco Company Pvt.
Ltd. a joint venture with JMRPCO Ltd., Hong Kong, for manufacture of
beverage bases and essence for Coca Cola, Fanta & Sprite and to export
processed snack foods.
42
Competitive position
The entry of new MNC's have not posed a direct thereat to Britannia as
these MNC's have positioned their brands in the premium/health segment.
Britannia has maintained market leadership with a 40%volume share and 48%
value market share in the organized sector. FMCG major HLL is expected to
venture into the segment Britannia has been aggressive in new launches and
marketing during the last 2years anticipating the competition. It has also
recently acquired Quality Biscuits gaining a strong foothold in the southern
market.
Operating margins have been improving despite the fast pace of new
product launches in the last 2-3 years. Rationalization of manufacture operating
and greater contribution of higher margin diary products have both contribute to
the margin gains. Britannia has decided to hive off its diary business into a joint
venture with the New Zealand based Fonterra Cooperative Britannia and
Fonterra will each hold 49% of the Rs 2.25 bn. equity while the balance 2% will
be held by business associates.
Products of Britannia
Good day
Britannia 50-50
Hide and Seek
Cream Treat
Marrie Gold`
43
These are some popular brands of Britannia biscuits and there are other
various brands Britannia biscuits.
PRIYA GOLD
The wondrous magical journey of the company Surya Food &Agro Ltd
began in Oct. 1993& since then we have been one of the leading manufacturers
of biscuits in northern India, their brand "PRIYAGOLD'' has been a perennial
favorite since then. On a profound level the inevitable cycle of distribution
network has helped us to chart our way in western party of India as well. It is
our obsession to make the finest quality biscuits available to the consumer &it
has been our constant endeavor to give our consumer a palate to look forward to
a taste &flavor that is uniquely "PRIYAGOLD''. We have operated in the new
44
age sharply ruled by the dizzying pace of technology, poised to catch emerging
trends thus improving quality standards, where fully automated ovens bake the
biscuits round the clock and they find there way into automatic packing units at
the company's plant in Surajpur, Greater Noida (U.P.) to cater to the ever
growing demand of "PRIYAGOLD" biscuits. This thinking is reflected in what
our brand stands for "Haq Se Maango" a positioning that was formulated to
drive home the fact that everyone has the right to good taste &the right to ask
for it. We feel that the means to finding he future lies not just in believing about
tomorrow but in ourselves. What can never be destroyed like the eternal forces
of nature is our trust & confidence in ourselves. Thus empowered we have
ensured that "PRIYA GOLD" always strives hard to satisfy our esteemed
consumers. This compile flaunts the most cherished products that we have in
our "PRIYA GOLD" portfolio. Towards your good health, our efforts. Cherish
it with us.
Company believes that quality is of supreme importance, to the
consumer. Precisely why we never compromise on quality, Temperature, Light
and Humidity play a vital role in baking – all this is under control at our plant,
the worlds only biscuit plant which is 100% CFC free – climate controlled.
Hygiene standards for us cannot be compromised so the entire plant is
completely dust proof.
"Our commitment to our consumer is reflected in our commitment to the
quality of our product"
45
Products
Butter Bite
Cream Biscuits
Crackjack
Distribution Channel of Priya Gold
Company
C& F
46
Distributor
Salesman
Retailer
Customer
47
PARLE
INTRODUCTION
A long time ago, when the British ruled India, a small factory was set up
in the suburbs of Mumbai City, to manufacture sweets and toffees. The year
was 1929 and the market was dominated by famous international brands that
were imported freely. Despite the odds and unequal competition, this company
called Parle Products, survived and succeeded, by adhering to high quality and
improvising from time to time. A decade later, in 1939, Parle Products began
manufacturing biscuits, in addition to sweets and toffees. Having already
established a reputation for quality, the Parle brand name grew in strength with
this diversification. Parle Glucose and Parle Monaco were the first brands of
biscuits to be introduced, which later went on to become leading names for
great taste and quality. Did you know, how Parle fought to make biscuits
affordable, despite World War II. How Parle fought to make biscuits affordable
to all. Biscuits were very much a luxury food in India, when Parle began
production in 1939. Apart from Glucose and Monaco biscuits. Parle did offer a
wide variety of brands. However, during the Second World War, all domestic
biscuit production was diverted to assist the Indian soldiers in India and the Far
East. Apart from this, the shortage of wheat in these days, made Parle decide to
concentrate on the more popular brands, so that people could enjoy the price
benefits. Thankfully today, there's no dearth of gradients and the demand for
more premium brands is on the rise. That's why, we now have a wide range of
biscuits and mouthwatering confectionaries to offer. The strength of the Parle
48
Brand was over the years. Parle has grown to become a multi-million US Dollar
company. Many of the Parle products – biscuits or confectionaries, are market
leaders in their category and have won acclaim at the Monde selection, since
1971. Today, Parle enjoys a 40% share of the total biscuit market and a 15%
share of the total confectionary market, in India. The Parle Biscuit brands, such
as, Parle-G, Monaco and Krackjack and confectionery brands, such as, Melody,
Poppins, Mangobite and Kismi, enjoy a strong imagery and appeal amongst
consumers. Be it a big city or a remote village of India, the Parle name
symbolizes quality, health and great taste! And yet, we know that this reputation
has been built, by constantly innovating and catering to new tastes. This can be
seen by the success of new brands, such as, Hide & Seek, or the single twist
wrapping of Mango bite. In this way, by concentrating on consumer tastes and
preferences and emphasizing Research & Development, the Parle brand grows
from strength to strength.
The Quality Commitment:
Parle Products has one factory at Mumbai that manufactures biscuits &
confectioneries while another factory at Bahadurgarh, in Haryana manufactures
biscuits Apart from this, Parle has manufacturing facilities at Neemrana, in
Rajasthan and at Bangalore in Karnataka. The factories at Bahadurgarh and
Neemrana are the largest such manufacturing facilities in India. Parle Products
also has 14 manufacturing units for biscuits & 5 manufacturing units for
confectioneries, on contract. All these factories are located at strategic location,
so as to ensure a constant output & easy distribution. Each factory has state-of-
the-art machinery with automatic printing & packaging facilities. All Parle
49
products are manufactured under the most hygienic conditions. Great care is
exercised in the selection & quality control of raw materials, packaging
materials & rigid quality standards are ensured at every stage of the
manufacturing process. Every batch of biscuits & confectioneries are
thoroughly cheeked by expert staff, using the most modern equipment.
The Marketing Strength: The extensive distribution network, built over the
years. is a major strength for Parle Products. Parle biscuit & sweets are
available to consumers, even in the most remote places and in the smallest of
villages with a population of just 500. Parle has nearly 1,500 wholesalers,
entering to 4,25,000 retail outlets directly or indirectly. A two hundred strong
dedicated field force services these wholesalers & retailers. Additionally, there
are 31 depots and C&F agents supplying goods to the wide distribution
network. The parle marketing philosophy emphasizes catering to the masses.
We constantly endeavour at designing products that provide nutrition &fun to
the common man. Most Parle offerings are in the low & mid-range price
segments. This based on our cultivated understanding of the Indian consumer
psyche. The value-for-money positioning helps generate large sales volumes for
the products. However, Parle Products also manufactures a variety of premium
products for the up-market, urban consumers, and in this way, caters a range of
products to a variety of consumers.
The Customer Confidence
The Parle name conjures up fond memories across the length and
breadth of the country. After all, since 1929, the people of India have been
growing up Prale bicuits & sweets. Today, the Parle brands have found their
50
way into the hearts and homes of people all over India & abroad. Parle biscuits
and confectioneries continue to spread happiness & joy among people of all
ages. The consumer is the focus of all activities as Parle. Maximizing value to
consumers and forging enduring customer relationships are the core endeavors
Parle. Our efforts are driven towards maximizing customer satisfaction and this
is in
"Parle Products Limited will strive to provide consistently nutritious & quality
food products to meet consumers' satisfaction by using quality materials and by
adopting appropriate processes. To facilitate the above we will strive to
continuously train our employees and to provide them an open and participative
environment. "
Products
Parle –G
1. Kracjack
2. Monaco
3. Moria Choice
4. Hide & Seek
5. Fun Center
6. Cheese lings
7. Jeffs
8. Sixer
51
Distribution Channel of Parle
Company
Distributor
Salesman
Retailer
Customer
52
Anmol Bakers Ltd. Super Stockists Consignee Agents
Re-Distribution Stock
Retail Outlets
Consumer
ANMOL BAKERS LTD.
Anmol biscuits were introduced in Kolkatta in 1994 by Shri Baij Nath
Choudhary – A dynamic businessman, who has more than 20 year's experience
in biscuit manufacturing. He has never missed an opportunity to expand ever
since he introduced the Anmol brand with the result that Anmol has a capacity
of 500ft X4ft oven installed at Vill. Maitypara P.O. Dankuni, Hooghly in West
Bengal. Anmol Biscuits (P) Ltd. has its head office at 229 A.J.C. Bose Road,
6th floor, Crescent Tower, Kolkatta. Anmol biscuits become a grand success in
eastern part of the country on the sheer strength of its quality and technical
superiority. Anmol group has diversified interest also as they have Anmol
spices in Kolkatta, Coconut oil refinery and cement grinding plant in west
Bengal. Shri Chaudhary is joined by his 4 sons in entire business venture.
Spurred by the success of Anmol biscuits, Shri Baijnath Choudhary put up a
state of the art biscuit manufacturing unit at 38- A Udyog Vihar. Greater Noida
(U.P.), which is 272X4ft in size and Mr. Gobind Ram Chaudhary. One of the 4
sons Shri Bajinath Chaudhary. Anmol Bakers Ltd Has already introduced 17
sweet and salted biscuit varieties and has launched the product in 5 states of
North India, which is ever growing and very potential market for biscuits.
53
Distribution Channel of Anmol
Anmol Bakers Limited has 3 tier strong system of distribution. The
company has appointed 19 super stockists / consignee agents in the states of
Uttar Pradesh, Uttaranchal, Delhi, Haryana, Punjab & Rajasthan. Goods are
dispatched from the factory located at Greater Noida to various super stockists
and consignee agents who in turn dispatch the material further to re-distribution
stockist spread in towns & tehsils of above states. The re-distribution stockists
distribute the material to various outlets in their area from where these products
reach the ultimate consumer. The company is determined to enhance and
strengthen its already very strong distribution network of more than 450 re-
distribution stockists.
54
SUNFEAST – An Overview
ITC made its entry into the branded biscuits market on 28th July 2003
with the launch of the "Sunfeast" range of Biscuits in Kolkata and Hyderabad.
The initial range of offerings in the 'Glucose', 'Marie' and 'Cream' segments
provides both basic and value added options to the consumer. In keeping with
its commitment to delight the consumer, ITC's Foods business has introduced
two product innovations in its initial range of offerings. 'Orange Marie' and
'Butterscotch Cream' have been introduced for the first time in the Indian
market after months of research and extensive sampling across approximately
14,000 consumers. The 'Sunfeast' range will be launched nationally in phases in
over one million retail outlets in the country.
"Sunfeast" - the umbrella brand name introduced in the Glucose, Marie
and Cream segments
"Sun" mascot - the brand ambassador reinforcing the positioning of the
brand "Spread the Smile"
Product Innovation - two unique and new flavours - for the first time in
the India market- Orange Marie and Butterscotch Cream biscuit
"Sunfeast" - to be launched nationally in phases in over One million
retail outlets across the country.
Kolkata - July 30, 2003: ITC's Foods business today announced the
launch of the "Sunfeast" range of high quality and great tasting biscuits
with offerings in Glucose, Marie and Cream segments. Speaking on the
occasion, Mr. Ravi Naware, Divisional Chief Executive, ITC Limited
- Foods Division said, "the launch of "Sunfeast", marks ITC Foods entry
55
into the branded biscuit market with a range of offerings in both basic and
value added segments."
"Sunfeast", with the Brand Essence "Spread the Smile" connotes
happiness, contentment, satisfaction and pleasure one would derive from
great tasting and high quality biscuits. The brand positioning and imagery
is reinforced by the Sun mascot conveying the emotional and gratifying
aspects of the product.
"The latest offering from ITC Foods is in tune with the company's
strategic direction to develop new product lines by synergising its proven
competencies. We believe that our understanding of the Indian consumer
is reflected in the increasing confidence in the "ITC" brand and more
importantly the trust that Indian consumers are reposing in all our
products" added Mr. Naware.
"Sunfeast" range of biscuits is competitively priced and would include
two new product innovations - Orange flavored Marie and Butterscotch
flavored Cream biscuits launched for the first time in the Indian market.
"Sunfeast Biscuits" - Initial Offerings
Sunfeast Glucose Biscuits deliver the Natural Goodness of Wheat and is
available in 100gms, 75gms and 19gms priced at Rs4/-, Rs3/- and Re 1/-
respectively targeting children between the age group 4-14 years and their
mothers.
Sunfeast Orange Marie - a very differential offering is available in
200gms, priced at Rs13/- and "Sunfeast Marie Light" - Light & Crispy,
available in 200gms and 400gms, priced at Rs13/- and Rs19/-
respectively targeting housewives and families.
56
Sunfeast Orange Cream, Sunfeast Butterscotch Cream & Sunfeast
Bourbon Cream - Smooth & Yummy Cream Biscuits, available in
100gms, priced at Rs10/-, Rs10/- and Rs12/- respectively targeting
children between the age group 4-14 years.
ITC Limited - Foods Division, being in the forefront of product
innovation has introduced two new flavours Orange Marie and
Butterscotch Cream Biscuits after 12 months of product research and
development and extensive sampling across 14,000 consumers across all
POP first time in the Indian market. the entire range of "Sunfeast
Biscuits" will be packed in vibrant colours, distinctive graphics and fonts
identifying sub categories - at the same time maintaining a consistent
look of the umbrella brand "Sunfeast".
57
PROLECT PLAN IN TERMS OF FIELD
STUDY OF THE PROJECT
The entire project activity was divided into weekly milestone to ensure the
following:
58
Complete framework of the project
Completion of the project on time
To be economize on time
To make continuity of the project
Timely completion of the weekly schedules
WEEK- 1
Visiting the marketing branch of ITC.
Meeting the project guide to make a scheduled plan for the coming week.
Visiting WD(wholesale dealer) point of ITC to know their working
process.
WEEK-2
Making a general survey of the market (wholesaler, retailer& customer)
to find out the top selling brands with in which the study has to be done.
59
Five brands came in picture which are most operating brands in the
market along with two brands which operates only in some areas of
Saharanpur.
WEEK-3
Designing a questionnaire to get information regarding the top selling
brand out of the chosen five brands.
Divided Saharanpur in four zones to cover one area in one week.
WEEK- 4
Interviewed retailers, wholesalers & consumers in first zones which
covers the following areas- Avas vikas, Court road, Mission
compound, Hakikat nagar, Naveen nagar, Tarawati road, Chander
Nagar, Janakpuri.
WEEK-5
Interviewed retailers, consumers & wholesalers in second zone which
covers the following areas- Sharda nagar, Patel nagar, Gurudwara
road,& Ambala road, Khalasi line, Govind nagar.
60
WEEK-6
Interviewed retailers, consumers & wholesalers in third zone which
covers the following areas- Numaish Camp, Madho Nagar,Behatadda,
Matia mahal, Bhagat singh chowk, Raiwala, Chilkana road.
WEEK-7
Interviewed retailers, consumers & wholesalers in fourth zone which
covers the following areas- Nakhasa Bazar, Rani Bazar, Naya bazaar,
More Ganj, Sahid Ganj, Kakkar Ganj.
WEEK-8
Analysis & interpretations
Suggestions & Recommendations.
61
INTRODUCTION OF RESEARCH
This chapter focuses on the methodology and the techniques used for the
collection, classification and tabulation of data. It sheds light on the research
problem the objective of the study its limitations and the hypothesis that have
evolved for the study. The later part of the chapter explains the manner in which
the data is collected, classified, tabulated and analyzed so asto reach to
conclusive results.
62
Research Methodology has many dimension, it includes not only the
research methods but also considers the logic behind the methods used in the
context of the study and explains why only a particular method or technique has
been used so that search lend themselves to proper evaluation. Thus in a way it
is a written game-plan for concluding research. Therefore in to design a
research problem it is necessary to design a research methodology for the
problem as the same may differ from problem to problem.
OBJECTIVES & SCOPE OF THE STUDY
On the basis of my study objectives and scope of the study is as follows :
? To study the brand preferences for different Biscuits.
? To find the extent of brand loyalty that exists among different Biscuit
brands.
? To study the influence of various aspects on buying behaviour and to
conduct a comparative analysis across different respondents.
? To estimate the Biscuit industry in Saharanpur Area.
63
? To bifurcate the Biscuit Industry on the basis of their success factors.
? Understanding of the distribution system at different WD points.
? Collection of date regarding industry figured key players, availabilities
schemes etc. by carrying out a detail market survey.
? Collection of data and representing them graphically.
? To analyse the data collected the according to it cater some
recommendations.
? To suggest the distribution system for ITC and to point out the strong
points of it .
? To point out the Trade Increasing schemes.
Research Description
HYPOTHECATION OF THE STUDY
Hypothesis is considered as the principal instrument in research. It
enables to make probability statement about population parameters.
The study will be conducted under the broad framework of the following
Hypothecation.
1. Buyer's (customers) give equal importance to different factors while
deciding about the purchase of biscuits.
64
2. Buyers consider price.
3. Different media knowledge and in influencing the buyer.
4. Friends generally influence the idea of having biscuits.
5. Children at home are a major factor in deciding a particular brand of
biscuit.
SCOPE OF STUDY :
The scope of study has been limited to sample size of 140 Retailers due to
the time and the cost constraints. However, the scope of the study with respect
to geographical area is restricted to the city of Saharanpur.
NATURE OF STUDY :
It is an exploratory research and the basic aim of exploratory research is
to gain familiarity with the phenomena or to achieve new insights into it. So the
study has tried to find out the psychograph of the consumer and to find, who
have the maximum influence on the decision making of the consumers.
RESEARCH DESIGN
To study the consumer behaviour with respect to Brand Preference in
Different Brands of Biscuit sample survey method has been chosen sample
65
survey method has been chosen because of its benefits over other methods. It
allows direct contact with the customer and therefore customer psycho can be
studied more efficiently.
To collect data a number of techniques are employed under the sample
survey method like questionnaire, observation and interview schedule. The
increasing of questionnaire and schedule it probably due to increased emphasis
by social scientists on quantitative measurements to uniformly accumulated
data.
SELECTION OF SAMPLE
Social phenomenon being very vat, it becomes impossible to contact each
and every individual of the population due to limitations of essential resources
like time and money. Therefore, the study is preferable borrowed down to a
representative sample to make the study more manageable.
Keeping in view of the objectives and resource limitations of the study,
samples of 140 retailers were considered.
The selected sample is representative of the population and is accurate
and practicable.
SAMPLING PLAN
The following factors have to be decided with in the scope of sampling
plan.
1. SAMPLING UNIT
66
First step in developing any sample design as to clearly define the set of
objectives technically called the universe to be studied. The universe can be
finite or infinite. My universe was finite as I opted for specific city Saharanpur.
2. SAMPLE SIZE :
This refers to the people surveyed although large samples are more
reliable but due to shortage of time and money a small representative of 140
retailers were chosen.
3. SAMPLING PROCEDURE :
This refers to procedure by which respondents should be chosen. In order
to obtain a representative sample a probability sample of population was drawn.
Probability sampling can be of following types: -
Simple Random Sampling
Stratified Random Sampling
Cluster (Area) Sampling
In this case stratified random sampling was done since respondents were
classified into well define classes or strata that were distinct from each other.
4. SAMPLE DESIGN :
Because the primary sampling unit represented a cluster of unit based on
geographic area of Saharanpur.
COLLECTION OF DATA
67
After the research problem has been defined and the research design has
been chalked out, the task of data collection begins. The dara can be collected
mainly through primary sources, but it was supplemented by secondary data.
For the collection of primary data, the respondents were contacted
personally and the research instrument used for gathering data was the
questionnaire. To get further insight into the research problem, interview
regarding their buying practices too was made. This was done to cross check the
authenticity of the data provided.
To supplement the primary data and to facilitate the process of drawing
inferences secondary data was collected from published sources like magazines
journals, newspapers etc.
FORMATION OF QUESTIONNAIRE
Quite often the questionnaire is considered as the heart of a survey
operation. Hence it should be carefully constructed It is an investment that is
widely used to collect various types of data and consists of long fists of
questions designed to collected any information. It has personally been and that
people are more frank in giving replies to a questionnaire than to an interview
schedule. Though being less expensive, it has certain limitations like incomplete
entries and incomplete responses. But the educational qualification of the
respondents is an additional factor by which this technique the most relied upon.
Formation of a good questionnaire involves intensive thinking and
deliberation of the problem with predetermined objectives and aims properly
placed in the questionnaires. In the words of Goode & Halt. "in general, the
word questionnaire refers to a device for securing answers to questions by using
68
a form which the respondent fills in himself". All the questions in a
questionnaire are framed with a specific objective in mind and all placed in a
logical, sequential order.
ANALYSIS OF DATA
Data, after collection, has to be analysed in accordance will the outline
laid for the purpose at the time of developing the research plan. The term
analysis refers to the computation of certain measures along with searching for
patterns of relationship that exist among data groups Data presented in state
appears unrecognized and complex. Statistical processors are used to read this
complex data into some significant understandable form. The method of data
analysis methods procedures for classifications, ending, tabulation an statistical
analysis of raw data.
CLASSIFICATION OF DATA
It refers to the process of arranging data into homogeneous classes
subsequent to the collection of data, the results were sorted out and arranged in
different categories.
TABULATION OF DATA :
After classification and coding data is arranged in the form of tables also
and fit chart being used. Tabulation is therefore, arrangement of data in columns
and rows. After the research problems has been defined and the research design
has been chalked out, the task of data collection begins. The data can be
69
collected from primary and secondary sources. The basic premises of my study
are primary data but at the same time it is supplement with the secondary data.
Random sample that was representative of the target market was chosen, the
respondents were contacted personally and the research instrument used for
gathering data was the questionnaire. To get further insight into the research
problem interview regarding these buying practices too was made.
PROBLEM FORMULATION
ITC Ltd has to launch a new product biscuits under its fmcg range of
products. For this purpose a lot of research was going on in many parts of north
India. So Saharanpur area was given to me to do the research work.
70
This research is basically done to explore the biscuit market of
Saharanpur. So, that the company can design its product according to the market
& demand of the customers & consumers in the market. This study should entail
many things like which are the major operating brands of biscuit in the market,
who are the major companies operating in the market of Saharanpur, what are
the distribution norms & practices & above all what are the various trade
schemes on the product in the market of Saharanpur.
The study should cover all important element of the market, which give
useful information to ITC for the launch of its biscuit in the market of
Saharanpur.
RESEARCH PROPOSAL
Following were interviewed in the course of the study to gather the
information to fulfill the stated objectives: -
71
Retailers (grocers, convenience stores, tea stalls & restaurants)
Wholesalers
Consumers & customers
SAMPLE SIZE
RETAILORS : 90
CONSUMERS : 40
WHOLESELEERS : 10
DISTRIBUTORS : 05
72
ANALYSIS & INTERPRETATION
The data which is collected through the questionnaire is analyzed and
interpretation is given on the basic of analysis.
1. AVERAGE QUANITY OF BISCUIT SOLD BY THE RETAILERS IN
TERMS OF QUANTITY PER MONTH
COMPANIES SALES IN PACKETS
PARLE 2000
PRIYAGOLD 1800
BRITANNIA 1500
ANMOL 1000
APSARA 800
OTHERS 400
73
COMPANIES SALES IN RUPEES
PARLE 1000000
PRIYAGOLD 900000
BRITANNIA 700000
ANMOL 500000
APSARA 300000
OTHERS 200000
AVERAGE SALES PER MONTH
0
500
1000
1500
2000
2500
BRITANNIA PARLE PRIYAGOLD APSARA ANMOL OTHERS NAME OF THE COMPANIES
SALES IN TERMS OF PACKS Series1
2. AVERAGE QUANITY OF BISCUIT SOLD BY THE DISTRIBUTORS
IN TERMS OF RUPEES PER MONTH
74
SALES BY DISTRIBUTORS IN RUPEES PER MONTH
0
200000
400000
600000
800000
1000000
1200000
Parle
Priya G
old
Brita
nnia
Anm
ol
Apsara
Oth
ers
NAME OF COMPANY
SA
LE I
N R
UP
EE
Series1
75
30.22%
26.88%
3. MARKET SHARE OF THE BISCUIT COMPANIES ON THE BASES
OF THE CONSUMER SURVEY
NAME OF THE COMPANY PERCENTAGE OF MARKET SHARE
PARLE 30.22%
PRIYAGOLD 26.88%
BRITANNIA 22.40%
ANMOL 13.60%
APSARA 5%
OTHERS 2%
PERCENTAGE OF MARKET SHARE
PARLE
PRIYAGOLD
BRITANNIA
ANMOL
APSARA
OTHERS
76
INTERPRETATION OF THE DATA
As the above data shows that biscuit company in the Saharanpur is a very
competitive one. As far as the big operators are concern PARLE leads the
market with each having 30.22% PRIYAGOLD which is the next most
operating brand in the market. BUTTER-BITE of PRIYAGOLD is one & the
only operating brand of PRIYAGOLD. Family pack of this company is the
leading brand due to its quality & low price having 26.88% market share
following BRITANNIA with 22.40%. In the deapth of both these brands its
PARLE-G, MONACO & KRACKJACK is the leaders for the PARLE, and
it’s the MONACO, FIFTY-FIFTY & MASKSA CHASKA is the
BRITANNIA competitive operating products for the PARLE.
As the data also shows that PARLE & PRIYA GOLD is in stiff
competition with each other even in the rural areas of Saharanpur biscuit is
known as PARLE-G.
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On the other hand, it’s the PRIYAGOLD which is the next most
operating brand in the market. BUTTER-BITE of PRIYAGOLD is one & the
only operating brand of PRIYAGOLD. Family pack of this company is the
leading brand due to its quality & low price. ANMOL can also not to be
ignored with market share of about 13.60%. As far as others brands as
concerned it’s the CREMICA & SWEET-HOME as they covers only the 4% of
the total market. They operate only in the backward areas of the Saharanpur due
to their cheap products APSARA is the yet another brand with about 5% share
in the Saharanpur biscuit company.
4. Do you prefer any specific brand, give reasons for the brand
preference?
BRAND PREFERNCE ON THE BASIS OF CONSUMER SURVEY
YES 65%
NO 35%
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BRAND PREFERNCE BY THE CONSUMERS
YES
NO
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INTERPRETATATION OF THE DATA
As the data above tells that the percentage of the Brand loyal consumers
are very low. This is just because of the competition in the market. Each
company has its own advantage, schemes, quality & taste. This causes
consumers to migrate towards a new product, each tome they visit the shop.
The most appropriate reason for the brand preference by the consumers is
PRICE. About 25% consumers go for the quality for the brand preference. And
only about 20% of those go for the QUALITY. 23% of the consumers go for the
TASTE. 10% & 5% of the total consumers goes for the ADVERTISEMENT &
PACKING respectively. Only about 7% & 10% of the total consumers goes for
AVILABILTY & SCHEMES on the product respectively. This data clearly tell
us the competitive situation of the Biscuit industry.
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REASONS FOR BRAND PRERENCE
0
5
10
15
20
25
Brand Preference Reasons
Price
Quality
Advertisement
Packing
Taste
Availibility
Schemes
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5. Does Promotional Activity affect the sale of products in the
market?
YES 69%
NO 31%
CONSUMER OPINION ON PROMOTIONAL ACTIVITY
YES
NO
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CASH W 25%
DISCOUNT R 17%
CREDIT W 20%
POLICY R 22%
REPLACEMENT W 20%
R 30%
FAST SERVICE W 18%
R 10%
SCHEMES W 17%
R 21%
INTERPRETATION
At the data above shows that, out of the total consumers surveyed a major
portion of them are in favor that promotional activities like tour to world cop,
free trips & other awards increase the sale of the biscuit in the market. On the
other hand, about 31% of the consumers are against them. Most of them are
brand loyal.
6. WHICH IS THE MOST
COMMONLY USED
DISTRIBUTION PRACTCE
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DISTRIBUTION PRACTICE USED BY WOLESALLER & RETILER
0%5%
10%15%20%25%30%35%
W R W R W R W R W R
CASHDISCOUNT
CREDIT REPLACEMENT FAST SERVICE SCHEMES
DIFFERENT PRACTICES USED
PE
RC
EN
TA
GE
US
ED
Series2
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KEY PLAYERS IN SAHARANPUR ESTIMATED % AS
PER FIGURES GIVEN BY DISTRIBUTORS :
Organized National Players Unorganized Regional &
Local Players
65% 35%
Britannia Anmol
Priya Gold Apsara
Parle Others
UnorganizedRegional &Local Players35%
OrganizedNationalPlayers 65%
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Findings
Graphical and analytical representation above shows organized sector has less
market share that is 35% as compare to unorganised sector has hold 65% of
market share on same pattern of whole Indian market.
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Q.1 What is Sales Bifurcation at different sale points?
Provision stores Confectioners Tea stall
1-3 pkt. 15% 8% 50%
3-6 pkt. 35% 20% 20%
Above 6 pkt. 50% 72% 30%
0
20
40
60
80
%
Prov. Stores Confectioners Tea Stalls
Sales Bifurcation
1-3 Pkt
3-6 Pkt
>6 Pkt
Findings
The data in table above and graphical representation reveals that at
provision stores 1-3 Pkt. sale is 15%, 3-6 Pkt. sales is 35%, above 6 pkt. sales is
50% at confectioners there are 72% sale of above 6 pkt., 20% of 3-6 pkt. and
8% sale of 1-3 pkt. and at tea stall 50% sale is of 1-3 pkt., 20% sale of 3-6 pkt.
and 30% sale is of above 6 pkt.
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Q.2. Would customer is ready to pay higher cost for the good quality?
Response %age of Respondents
Yes 75
No 25
0
20
40
60
80
%age
Response
Response for Quality
Yes
No
Findings
Graphical and tabular representation of my survey reveals that according to
75% of dealers customer is ready to pay higher cost for the good quality and
25% says no, customer is not ready to pay higher cost for the good quality.
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Q.3. Whether customer is ready to changeover to another brand when
there is some sort of schemes of More weight on same price or some free
gift along with it?
Response %age of Respondents
Yes 75
No 25
%age of Respondents
Yes
No
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Findings
Tabular and Pie Representation above shows 75% of dealers agrees that
customer is ready to changeover to another brand because of various schemes
and 25% are also there who says no, customer will strict on their own brand.
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Q.4. What should be the promotional Scheme?
Schemes % age of Respondents
Gifts 10
Prize Coupons 25
Discount 25
Good Commission 30
Extra quantity 10
30
25
20
15
10
5
0
Gifts Prize Discount Good Extra quantity
Coupons Schemes commission
Findings
30% of respondents says company should provide them good
commission. 25% of respondents says discount and prize coupons respectively.
10% of them demanded attractive gifts should be given to them by company
and rest 10% says extra quantity.
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Q.5. In your opinion do the advertisement of a particular brand does
attract the customer?
Response % age of Respondents
Yes 70
No 30
No
Yes
0 10 20 30 40 50 60 70
%age of Respondents
Findings
In the opinion of 70% of my respondents advertisement of particular brand
attract the customer and 30% says no advertisement doesn't attract the customer.
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Q.6. Whether advertisement of a particular brand changes consumer
loyalty to other brand?
Response % age of Respondents
Yes 55
No 45
No
Yes
0 10 20 30 40 50 60
% age of Respondents
Findings
In survey conducted by me, in the opinion of 55% of my respondents
advertisement of particular brand change the consumer's loyalty to other brand
and 45% says no advertisement doesn't make any effect on consumer's choice.
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FINDINGS
94
On the basis of my study, some findings are as follows:
In my survey I found, maximum confectioners deals in Parle because of its
quality maximum number of customers wants it.
Parle has good presence in convenient stores/provisional stores .In posh has
also strong presence.
Anmol, Apsara and other local brands mostly available with tea-stalls
provision stores because of more margin and supply at every corner of the
city.
Priya Gold and Anmol biscuits have less advertisement, which is the source
of information for mass, where as Britannia has widely spread advertising
campaign so it is a word of mouth for the people.
ITC advertisement of sunfeast Biscuit must be shown repeatedly (again &
again) and also which may attract children mostly.
The total success in biscuits industry depends on the
a). Sales force
b). Regular Supply
c). Quality of the productions
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LIMITATIONS AND PROBLEMS
Although sincere efforts were made to collect maximum information
from the respondents even then this report is subject to following limitations
and problems.
1. Due to constraints of money it was difficult to cover all the area of
Saharanpur.
2. The sample selected by the research was of 140 retailers so due to a small
sample out of a big universe, the results may not be completely correct.
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3. Some if the respondents though me as representative, hence instead of
answering my question they put their question to me and expected me to
answer them.
4. The people were quite hesitant inquiring exact data regarding their
income level.
5. In today's materialistic world people want return on queering something.
6. Co-operation of respondents. This has been a major problem. People were
reluctant to fill the questionnaire or face the interview.
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CONCLUSIONS
The main reason behind choosing this topic for conducting research to
know about Estimate Biscuit Industry and identify the critical success
factor in Saharanpur for ITC. This is very important in increasing the sale
of a product. Infact, knowing consumer perception is regarded as
essential tools in the growth and expansion of the company. The brand
preference can motivate the consumer to purchase a large quantity of a
brand. It helps the company in differentiating their products from another
companies.
After doing my survey in various biscuits brands in Saharanpur. I did find
that most retailers have Priya Gold, Parle and Britannia biscuit in their
shops. According to my survey the demand of Parle is being found almost
higher than other brands. Secondly Priya Gold is demanded most, but the
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Britannia demand is going down. Hence mostly customer prefer feature
of product and Brand Name.
In the last I can say that in Saharanpur city there can be a more scope of
ITC Sunfeast biscuit. Company should come up with more advertisement
through the wall paintings and in local newspaper to catch attention of
consumers.
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SUGGESTIONS
&
RECOMMENDATIONS
A few recommendations on the basis of the findings of survey are as follows :
Supply of biscuits should be regulated at various WD points and
retailers.
More advertisement should be given in the local newspaper to catch media
as well as public attention.
Regular supply of the items should be properly mantained by enhancing
supply chain network.
Quality of the product should be unmatched, some thing innovative need to
be done to make biscuits life long.
The best way to push sales is to give higher margin to retailer as compared to
competitors as they act as opinion leaders for consumers.
Promotion schemes for both traders and consumers should be there it may
include Incentives to traders on fixed volume of sales and Schemes during
10
special occasions like cricket matches and tourist season should be launched
in terms of gift-hampers coupons to enhance sale.
Wall paintings.
Attractive margin for retailers.
10
LEARNING EXPERIENCE DURING THE TRAINING
My, project entitled estimate the biscuit industry and identify the critical
success factor was given to me for my summer training in I.T.C. It has been a
great experience, while during a training in Saharanpur city. In, my life it was
my first experience to get people know of different categories through
interviewing and getting fill up questionnaires from them. After doing my
survey, I learnt that at each and every level their is a compitition.
GAINS
1. The first and main thing I learnt about the distribution channel of different
companies of biscuits.
2. About handling the work force.
3. How to get people convince for buying the product.
4. How to increase the sales force.
5. About the current situation of market condition.
LOSS
1. During the training some if the sample respondents does not give their
full information and also hesitate to fill up the Questionnaires.
2. The sample selected by the research was of 140 retailers so due to a small
sample out o a big universe, the results may not be completely correct.
It was too hot, outside, and places were far from each other.
10
BIBLIOGRAPHY
10
Kothari C.R., Research Methodology, Methods & Techniques (Second
Edition)
Kooper, Research Methodology
Kotler Philip, The Marketing Management (The Millennium Edition)
Chhabra T.N. Marketing Management
Website of different Companies
Magazines :-
1. Pukar, I.T.C. Ltd.
2. E & S Magazine, I.T.C. Ltd.
3. The EHS Magazine, I.t.C. Ltd.
News Papers
1. I.T.C. News
2. The Economic Times
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QUESTIONNAIRE (DISTRIBUTOR)
NAME OF THE OWNER :
NAME OF THE SHOP :
ADDRESS :
(C & F) :
10
1. What is the Infrastructure?
2. What is your frequency?
a. Daily b. Weekly c. Monthly
3. What is a No. of Beat (Route)?
4. What is your credit facility for retailers?
a. Weekly Basis b. Monthly Basis
5. What is your Coverage plan in the Market?
6. What are your Brands name and stock keeping unit?
10
7. Turnover monthly about?
8. How much margin you give to retailers?
a. Less than 10% b. 10 to 15%
c. 15% to 20% d. Above 20%
QUESTIONNAIRE FOR WHOLESALLER AND
RETAILER
NAME OF THE FIRM --------------------------
10
ADDRESS OF THE FIRM --------------------------
1. Which brand/s of biscuit do you often sell?
Britannia Parle Priyagold
Apsara Anmol Cremica
Amulya Any other (please specify) ____________
2. How much quantity do you sell in a week?
In terms of quantity____________________________________
In terms of rupees ____________________________________
3. Which is the most operating brand/s in the market according to you?
___________________________________________
4. What is the most appropriate reason for its success ?
QUALITY EASY AVILABILTY TASTE
10
PRICE ADVERTISEMENT PACKING
ANY OTHER ______________________
5. What is most commonly used channel of distribution?
__________________________________________
6. What is the most commonly used distribution practice by you
Fast service Credit Replacement
Cash Discount Any Other (please specify) __________
7. Are you fully satisfied with is most operating brand in the market
YES NO
8. If no, give suggestion for the improvement of the brand.
________________________________________________
10
9. Do you provide any promotional activity to your consumers.
YES NO
10. Give suggestions for the success of a new product to be launched in
the market.
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________