Report of Projct

7/29/2019 Report of Projct

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PROJECT REPORT

ON

MARKETING STRATEGIES OF BRITANNIA BISCUITS

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE

DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

(2010-2013)

UNDER THE GUIDANCE OF

Dr. Manju Gupta

Associate Professor, MAIMS

SUBMITTED BY:

GARIMA GUPTA

Enrollment no.04561101710 Batch - BBA 3rd semester

Maharaja Agrasen Institute of Management Studies

Affiliated to Guru Gobind Singh Indraprastha University, Delhi

PSP Area, Plot No. 1, Sector 22, Rohini Delhi- 110086


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STUDENT DECLARATION

This is to certify that I have completed the Project titled MARKETING STRATEGIES

OF BRITANNIA BISCUITS under the guidance of Dr. Manju Gupta in partial

fulfillment of the requirement for the award of Degree of Bachelor of Business

Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an

original piece of work & I have not submitted it earlier elsewhere.

Date: Signature:

Place: Name:

Enrollment No.:


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CERTIFICATE OF APPROVAL

This is to certify that the project entitled MARKETING STRATEGIES OF BRITANNIA

BISCUITS is an academic work done by Garima Gupta submitted in the partial

fulfillment of the requirement for the award of the degree of Bachelor of Business

Administration at Maharaja Agrasen Institute of Management Studies, Delhi, under my

guidance & direction.

To the best of my knowledge and belief the data & information presented by him in the

project has not been submitted earlier.

Dr. Manju Gupta

Associate Professor

MAIMS


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ACKNOWLEDGEMENT

I hereby take the opportunity to express my profound sense of gratitude and reverence to

all those who have helped and encouraged me towards the successful completion of the

project.

Firstly, I would like to express my thanks to Dr. N.K. Kakkar (Director General,

MAIMS) for giving me such a wonderful opportunity to widen the horizons of my

knowledge.

I would like to thank my project guiderDr. Manju Gupta for his immense guidance. A

valuable help and provided me the opportunity to complete the project under his

guidance.

I would like to thanks all the faculty members of MAHARAJA AGRASEN

INSTITUTE OF MANAGEMENT STUDIES for guiding me and supporting me in the

completion of this project from time to time.

Last but not the least my greatest gratitude to the almighty God and my parents, without

their support this dream would have remained dream.

Name of the student

Garima Gupta


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EXECUTIVE SUMMARY

After going thick on the things, now time is to make a complete picture. While making a

product a SKU (stock keeping unit) of the shop retailers think about the GMROI (gross

margin return on investment) and they promote the brand which provides them highest.

They expect return in the form of profit margin, company schemes, window display and

reference of the shop. Among these, company schemes make the difference and are the

highest sources of motivation after profit margin. Retailing demands a constant push from

the company.

Marketer needs to use advertising and brand building strategies to address the discerning

buyers and retail push to in different buyers. The manufacturer should understand

consumer behavior because retailers cant help quality and price. It is only up to

manufacturers to deliver what consumer wants. I need to stress on it because 58%

retailers said that it is demand why they sell Britannia. 61% agree that at retail shop it is

brand popularity, which determine the purchase of biscuit. There is a greater need to

understand the retailer behavior. Considering them as a team, working for the company

may help them to be attached to the company. There should be a feeling of belonging to

the company in inner of the retailers. This can be done by setting values club for retailers

so that they may exchange views with the company and help in understanding consumer

behavior.


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TABLE OF CONTENTS

Student declaration iCertificate of Approval ii

Acknowledgement iiiExecutive Summary iv

CHAPTER 1Introduction 1-81.1 Purpose of study

1.2 Research objectives

1.3 Research Methodology

1.3.1 Research design

1.3.2 Data collection

1.3.3 Limitation

CHAPTER 2Company Profile 9-44

2.1About Britannia

2.2 History of Britannia

2.3 History of Britannia Biscuits

2.4 Britannia Overseas

2.5 Market and market strategies

2.6 Product line

2.7 About the Industry

CHAPTER 3Finding and Analysis 45-52

CHAPTER 4Suggestions 53-54

CHAPTER 5Limitations and Conclusion 55-57

Bibliography 58


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Chapter 1 - Introduction

Marketing Strategies of Britannia Biscuits


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Chapter 1Introduction

1.1Purpose of StudyBritannia Industries Limited is an Indian company based inKolkatathat is famous for

its Britannia and Tigerbrands of biscuit, which are popular throughout the country.

Britannia has an estimated 38% market share.

The Company's principal activity is the manufacture and sale of biscuits, bread, rusk,

cakes anddairyproducts.

I undertook this study to find out the marketing strategies adopted by Britannia Biscuits.

1.2Research objectives1. The objective was to study the marketing strategies adopted by Britannia than

other companies.

2. The main objective of study was to collect appropriate data which work asa base for drawing conclusion and getting results.

1.3Research MethodologyEvery project work is based on certain methodology, which is a way to systematically

solve the problem or attain its objectives. It is a very important guideline and lead to

completion of any project work through observation, data collection and data analysis.

According to Clifford Woody

Research Methodology comprises of defining & redefining problems, collecting,

organizing &evaluating data, making deductions &researching to conclusions.
http://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Ruskhttp://en.wikipedia.org/wiki/Ruskhttp://en.wikipedia.org/wiki/Ruskhttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Ruskhttp://en.wikipedia.org/wiki/Kolkata


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Research methodology is considered as the nerve of the project. Without a proper well-

organized research plan, it is impossible to complete the project and reach to any

conclusion. The project was based on the survey plan. The main objective of survey was

to collect appropriate data, which work as a base for drawing conclusion and getting

result.

Therefore, research methodology is the way to systematically solve the research

problem. Research methodology not only talks of the methods but also logic behind the

methods used in the context of a research study and it explains why a particular method

has been used in the preference of the other methods.

Accordingly, the methodology used in the project is as follows: -

Research Design Methods of data collection Limitations of the study

1.3.1 Research DesignResearch design is important primarily because of the increased complexity in the market

as well as marketing approaches available to the researchers. In fact, it is the key to the

evolution of successful marketing strategies and programmers. It is an important tool to

study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A

research design specifies the methods and procedures for conducting a particular study.

According to Kerlinger, Research Design is a plan, conceptual structure, and strategy

of investigation conceived as to obtain answers to research questions and to control

variance.

Types of Research design

Descriptive Research

The type of research adopted for study is descriptive. Descriptive studies are undertaken

in many circumstances when the researches is interested to know the characteristic of

certain group such as age, sex, education level, occupation or income. A descriptive study

may be necessary in cases when a researcher is interested in knowing the proportion ofpeople in a given population who have in particular manner, making projections of a


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certain thing, or determining the relationship between two or more variables. The

objective of such study is to answer the who, what, when, whereand how of the subject

under investigation. There is a general feeling that descriptive studies are factual and very

simple. This is not necessarily true. Descriptive study can be complex, demanding a high

degree of scientific skill on part of the researcher.

Descriptive studies are well structured. An exploratory study needs to be flexible in its

approach, but a descriptive study in contrast tends to be rigid and its approach cannot be

changed every now and then. It is therefore necessary, the researcher give sufficient

thought to framing research. Questions and deciding the types of data to be collected and

the procedure to be used in this purpose. Descriptive studies can be divided into two

broad categories: Cross Sectional and Longitudinal Sectional. A cross sectional study is

concerned with a sample of elements from a given population. Thus, it may deal with

household, dealers, retail stores, or other entities. Data on a number of characteristics

from sample elements are collected and analyzed. Cross sectional studies are of two

types: Field study and Survey. Although the distinction between them is not clear- cut,

there are some practical differences, which need different techniques and skills. Field

studies are ex-post-factor scientific inquiries that aim at finding the relations and

interrelations among variables in a real setting. Such studies are done in live situations

like communities, schools, factories, and organizations.

Another type of cross sectional study is survey result, which has been taken by me. A

major strength of survey research is its wide scope. Detail information can be obtained

from a sample of large population .Besides; it is economical as more information can be

collected per unit of cost. In addition, it is obvious that a sample survey needs less time

than a census inquiry. Descriptive research includes survey and fact finding enquiries of

different kinds of the major purpose. Descriptive research is description of the state of

affairs, as it exists at present. The main characteristic of this method is that the researcher

has no control over the variables; he can only report what has happened or what is

happening. The methods of research utilized in descriptive research are survey methods

of all kinds including comparative and co relational methods. The reason for using such

needs to be flexible in its approach, but a descriptive study in contrast tends to be rigid

and its approach cannot be changed every now and then.

Exploratory Research


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In the case of exploratory research, the focus is on the discovery of ideas. In a business

where sales have been declining for the past few months, the management may conduct a

quick study to find out what could be the possible explanations the sales might have

declined on account of a number of factors, such as the deterioration in the quality

product, increased competition, inadequate or ineffective advertising, lack of efficient and

trained salesmen or use of the wrong channels of distribution. In such a case an

exploratory may be conducted to find the most likely cause.

An exploratory study is generally based on the secondary data that are readily available. It

does not have a formal and rigid design as the researcher may have to change his focus or

direction, depending on the availability of new ideas and relationships among variables.

An exploratory study is in the nature of a preliminary investigation wherein the researcher

himself is not sufficiently knowledgeable and is, therefore, unable to frame detailed

research questions. Therefore, the objective of this is to generate new ideas.

Casual Research

To understand which variables are the cause (independent variables) and whichvariables are the effect (dependent variables) of a phenomenon

To determine the nature of the relationship between the causal variables and theeffect to be predicted

METHOD: Experiments Causal designs differ from descriptive designs in their greater probability of

establishing causality. The reason for this is that causal designs are similar to

experiments done in a lab, where we know what goes in, what changes are made,

and what results from the changes. Causal designs are also known as experimental

designs. It analyzes the causeeffect relationship between the variables.

1.3.2 Method of Data Collection

Instrument for the data collection is secondary data.In today's world correct information

is the key to success. Secondary data is collected by others but utilized or used by the

researcher. Secondary data is data that has already been collected and collated by

somebody for some reason other than the current study. It can be used to get a new


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perspective on the current study, to supplement or compare the work or to use parts of it,

as another study may prove costly and time consuming.

Advantages

1. It is economical. It saves efforts and expenses.2. It is time saving.3. It helps to make primary data collection more specific since with the help of

secondary data, we are able to make out what are the gaps and deficiencies and

what additional information needs to be collected.

4. It helps to improve the understanding of the problem.5.

It provides a basis for comparison for the data that is collected by the researcher.

Evaluation of secondary data

Evaluation means the following four requirements must be satisfied:-

1. Availability- It has to be seen that the kind of data you want is available or not. Ifit is not available then you have to go for primary data.

2. Relevance- It should be meeting the requirements of the problem. For this wehave two criterion:-

a. Units of measurement should be the same.b. Concepts used must be same and currency of data should not be outdated.

3. Accuracy- In order to find how accurate the data is, the following points must beconsidered: -

a. Specification and methodology usedb. Margin of error should be examinedc. The dependability of the source must be seen.

4. Sufficiency- Adequate data should be available.


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Precautions in the use of secondary data

The investigator should consider the following points before using the secondary data:

a) Are the data reliable?b) Are the data suitable for the purpose of investigation?c) Are the data adequate?d) Are the data collected by proper method?e) From which source were the data collected?f) Who has collected the data?g) Are the data biased?

Thus, the secondary data should not be used at its face value. It is risky to use such

statistics collected by others unless they have been properly scrutinized and found

reliable, suitable and adequate.

Thus in my opinion, this was the best method, that could have been used which provided

such an in-depth and detailed information.

Statistical tools used

The main statistical tools used for the collection and analyses of data in this project is:

Bar chartBar chart

This is another way of representing data graphically. As the name implies, it consist of a

number of whispered bar, which originate from a common base line and are equal widths.

The lengths of the bards are proportional to the value they represent.

1.3.3 Limitations of the studyAlthough the project has been worked out at its best yet there are some limitations, which

cannot be overlooked. Had these limitations been overcome, the findings would be

accurate.

Some of the limitations are:


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1) Time constraint:

Time was really a limiting factoring the project. Its really difficult to work out such a

large project between two months time.

2) Data constraint:

All the data that has been collected for this project, has been taken from secondary

sources like websites, magazines, newspapers and book.

However, every effort is made to ensure that these do not in any way adversely affect the

results of the study and inject an element of objecting.


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Chapter 2Company ProfileMarketing Strategies of Britannia Biscuits


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Chapter 2Company Profile

2.1 About Britannia

Britannia Industries Limited

Type Public

(BSE:500825)

(NSE:BRITANNIA)

Industry Food

Founded 1892

Headquarters Kolkata, India

Number of

locations

300 stores (2000)

Area served India

Key people Nusli Wadia, Chairman

Ms.Vinita Bali,Managing Director

Products BiscuitsTiger, Britannia,

milk

Revenue Rs3,401.4 crores

[$ 746.8 million] (2009-10)

Net income Rs116.5 crores

[$ 25.58 million] (2009-10)

Owner(s) Danone, Kalabakan Investments

Parent Wadia Group,

Associated Biscuits Intl. Holdings

Website www.britannia.co.in
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500825http://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500825http://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500825http://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttp://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttp://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttp://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=BRITANNIA&section=7http://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=BRITANNIA&section=7http://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=BRITANNIA&section=7http://en.wikipedia.org/wiki/Foodhttp://en.wikipedia.org/wiki/Foodhttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Nusli_Wadiahttp://en.wikipedia.org/wiki/Nusli_Wadiahttp://en.wikipedia.org/wiki/Vinita_Balihttp://en.wikipedia.org/wiki/Vinita_Balihttp://en.wikipedia.org/wiki/Vinita_Balihttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Biscuithttp://en.wikipedia.org/wiki/Biscuithttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Groupe_Danonehttp://en.wikipedia.org/wiki/Groupe_Danonehttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Wadia_Grouphttp://en.wikipedia.org/wiki/Wadia_Grouphttp://www.britannia.co.in/http://www.britannia.co.in/http://en.wikipedia.org/wiki/File:Britannia_India_logo.jpghttp://en.wikipedia.org/wiki/File:Britannia_India_logo.jpghttp://en.wikipedia.org/wiki/File:Britannia_India_logo.jpghttp://www.britannia.co.in/http://en.wikipedia.org/wiki/Wadia_Grouphttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Groupe_Danonehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Biscuithttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Vinita_Balihttp://en.wikipedia.org/wiki/Nusli_Wadiahttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Foodhttp://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=BRITANNIA&section=7http://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttp://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500825http://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Types_of_business_entity


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The story of one of India's favorite brands reads almost like a fairy tale. Once upon a

time, in 1892 to be precise, a biscuit company was started in a nondescript house in

Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know

as Britannia today.

The beginnings might have been humble-the dreams were anything but. By 1910, with

the advent of electricity, Britannia mechanized its operations, and in 1921, it became the

first company east of the Suez Canal to use imported gas ovens. Britannia's business was

flourishing. But, more importantly, Britannia was acquiring a reputation for quality and

value. As a result, during the tragic World War II, the Government reposed its trust in

Britannia by contracting it to supply large quantities of "service biscuits" to the armed

forces.

As time moved on, the biscuit market continued to grow and Britannia grew along with it.

In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's

who till now distributed Britannia biscuits in India. In the subsequent public issue of

1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm.

The following year, Britannia Biscuit Company was re-christened Britannia Industries

Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.

On the operations front, the company was making equally dynamic strides. In 1992, it

celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity

- "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In

1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity

consumers had with 'Brand Britannia'.

Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognized for its innovative approach

to products and marketing: the Lagaan Match was voted India's most successful

promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska

became India's most successful product launch. In 2002, Britannia's New Business

Division formed a joint venture with Fonterra, the world's second largest Dairy Company,

and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and

accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small


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Companies of the World', and The Economic Times pegged Britannia India's 2nd Most

Trusted Brand.

Today, more than a century after those tentative first steps, Britannia's fairy tale is not

only going strong but blazing new standards, and that miniscule initial investment has

grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. The

company's offerings are spread across the spectrum with products ranging from the

healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese.

Having succeeded in garnering the trust of almost one-third of India's one billion

populations and a strong management at the helm means Britannia will continue to dream

big on its path of innovation and quality. And millions of consumers will savor the

results, happily ever after.


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2.2 History of Britannia

1892

The Genesis - Britannia established with an investment of Rs. 295 in Kolkata

1910

Advent of electricity sees operations mechanized

1921

Imported machinery introduced; Britannia becomes the first company East of the Suez to

use gas ovens

1939 - 44

Sales rise exponentially to Rs.16,27,202 in 1939 . During 1944 sales ramp up by more

than eight times to reach Rs.1.36 crore

1975

Britannia Biscuit Company takes over biscuit distribution from Parry's

1978

Public issue - Indian shareholding crosses 60%

1979

Re-christened Britannia Industries Ltd. (BIL)

1983

Sales cross Rs.100 crore

1989

The Executive Office relocated to Bangalore

1992

BIL celebrates its Platinum Jubilee

1993

Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Grouped

DANONE in BIL

1994

Volumes cross 1,00,000 tons of biscuits

1997

Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make

every third Indian a Britannia consumer. BIL enters the dairy products market

1999


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"Britannia Khao World Cup Jao" - a major success! Profit up by 37%

2000

Forbes Global Ranking - Britannia among Top 300 small companies

2001BIL ranked one of India's biggest brands and No.1 food brand of the country .

Britannia Lagaan Match: India's most successful promotional activity of the year

2002

BIL launches joint venture with Fonterra, the world's second largest dairy company

Britannia New Zealand Foods Pvt. Ltd. is born

Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global

Economic Times ranks BIL India's 2nd Most Trusted Brand

Pure Magic -Winner of the WordStar, Asia star and India star award for packaging

2003

'Treat Duet'- most successful launch of the year

Britannia Khao World Cup Jao rocks the consumer lives yet again

2004

Britannia accorded the status of being a 'Super brand'

Volumes cross 3,00,000 tons of biscuits

Good Day adds a new variant - Choconut - in its range2005

Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!

Britannia launched 'Greetings' range of premium assorted gift packs

The new plant in Uttaranchal, commissioned ahead of schedule.

The launch of yet another exciting snacking option - Britannia 50-50 Pepper Chakkar


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2007

Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a

70 percent beneficial state in the Dubai-based Strategic Foods International Co.

LLC and 65.4% in the Oman-based Al Sallan Food Industries Co. SAOG.

2008

Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies',

Low Fat Dahi and renovated 'MarieGold'.


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Founders

Dr. N Balasubramanian

Dr K.B Chandrashekhar

Mr. Arjun Malhotra

Prof. Jagdish Sheth

Dr. Sridhar Mitta

Board of directors

Name Designation

Mr. Nusli Neville Wadia Chairman

Ms. Vinita Bali Managing Director

Mr. A.K.Hirjee Director

Dr. Ajai Puri Director

Mr. Avijit Deb Director

Mr. Jeh N Wadia Director

Mr. Keki Dadiseth Director

Mr. Nimesh N Kampani Director

Mr. Pratap Khanna Director

Mr. S.S.Kelkar Director

2.3History of Britannia Biscuits

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits,

but do they know how biscuits began?

The history of biscuits can be traced back to a recipe created by the Roman chef Apicius,

in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it

had dried and hardened it was cut up and then fried until crisp, then served with honey

and pepper."


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The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus'

(meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in

Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their

low water content, were ideal food to store.

As people started to explore the globe, biscuits became the ideal travelling food since

they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits

when these were sealed in airtight containers to last for months at a time. Hard track

biscuits (earliest version of the biscotti and present-day crackers) were part of the staple

diet of English and American sailors for many centuries. In fact, the countries which led

this seafaring charge, such as those in Western Europe, are the ones where biscuits are

most popular even today. Biscotti is said to have been a favorite of Christopher Columbus

who discovered America!

Making good biscuits is quite an art, and history bears testimony to that. During the 17th

and 18th Centuries in Europe, baking was a carefully controlled profession, managed

through a series of 'guilds' or professional associations. To become a baker, one had to

complete years of apprenticeship - working through the ranks of apprentice, journeyman,

and finally master baker. Not only this, the amount and quality of biscuits baked were

also carefully monitored.

The English, Scotch and Dutch immigrants originally brought the first cookies to the

United States and they were called teacakes. They were often flavored with nothing more

than the finest butter, sometimes with the addition of a few drops of rose water. Cookies

in America were also called by such names as "jumbles", "plunkets" and "cry babies".

As technology improved during the Industrial Revolution in the 19th century, the price ofsugar and flour dropped. Chemical leavening agents, such as baking soda, became

available and a profusion of cookie recipes occurred. This led to the development of

manufactured cookies.

Interestingly, as time has passed and despite more varieties becoming available, the

essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains

less protein than the flour used to bake bread) sugar, and fats, such as butter and oil.

Today, though they are known by different names the world over, people agree on one

thing - nothing beats the biscuit!


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Some interesting facts on the origin of other forms of biscuits:

The recipe for oval shaped cookies (that are also known as boudoir biscuits, sponge

biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900

years and dates back to the house of Savoy in the 11th century France. Peter the Great of

Russia seems to have enjoyed an oval-shaped cookie called "lady fingers" when visiting

Louis XV of France.

The macaroon - a small round cookie with crisp crust and a soft interior - seems to have

originated in an Italian monastery in 1792 during the French Revolution.

SPRING-uhr-lee, have been traditional Christmas cookies in Austria and Bavaria for

centuries. They are made from a simple egg, flour and sugar dough and are usuallyrectangular in shape. These cookies are made with a leavening agent called ammonium

carbonate and baking ammonia.

The inspiration for fortune cookies dates back to the 12th and 13th Centuries, when

Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their

defense against Mongolian invaders.

2.4 Britannia in overseas

Britannia in the Middle-East

In March 2007, Britannia Industries Limited formed a Joint Venture with the Khimji

Ramdas Group, one of the largest and the most respected business conglomerates in the

Middle East. Britannia and its Associates have acquired a significant stake in Dubai based

Strategic Food International Co. LLC and Oman based Al Sallan Food Industries Co

SAOG. The two companies are key regional players in the biscuits, wafers and cookies

segment in the GCC markets and export their products across the world.

Strategic Food International Co. LLC (SFIC) is one of the largest biscuit and wafer

manufacturing companies in the Middle East. An ISO and HACCP certified company;

SFIC is also a proud winner of the Dubai Quality Appreciation Certificate. It offers a

wide spectrum of products under the brandNutro, which is a leading biscuit brand in the

Middle East.
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Al Sallan Food Industries Co is one of the foremost companies for the production of

cookies, rolls and chocolates. The products are well known under the brand name of

Baker's Pride.

Britannia in Sri Lanka

29th August 2008 goes down in the history of our company as the day, when Britannia

started manufacturing and marketing its products in Sri Lanka. Apart from tapping new

markets and going international, our company will afford many more families and

individuals a chance to enjoy healthy, nutritious and delightful products. Even as we

navigate foreign territories, we affirm our purpose, values, vision and goals in Sri Lanka-

to help people enjoy life, through healthy snacking, and make this accessible to all peopleanywhere, everyday

Products manufactured in Sri Lanka include the most popular Milk Bikis, Milk Cream

Smileys, Vita Marie Gold, Creams and Cookies.

Origin of eat healthy eat better

Britannia -the 'biscuit' leader with a history-has withstood the tests of time. Part of the

reason for its success has been its ability to resonate with the changes in consumer needs-

needs that have varied significantly across its 100+ year epoch. With consumer

democracy reaching new levels, the one common thread to emerge in recent times has

been the shift in lifestyles and a corresponding awareness of health. People are

increasingly becoming conscious of dietary care and its correlation to wellness and

matching the new pace to their lives with improved nutritional and dietary habits. This

new awareness has seen consumers seeking foods that complement their lifestyles while

offering convenience, variety and economy, over and above health and nutrition.

Britannia saw the writing on the wall. Its "Swasth Khao Tan Man Jagao" (Eat Healthy,

Think Better) re-position directly addressed this new trend by promising the new

generation a healthy and nutritious alternative - that was also delightful and tasty.

Thus, the new logo was born, encapsulating the core essence of Britannia - healthy,

nutritious, and optimistic - and combining it with a delightful product range to offer

variety and choice to consumers.
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2.5 Market and Marketing Strategies

Marketing

Marketing is a societal process by which individuals and groups obtain what they need

and want through creating, offering and freely exchanging products and services of value

with others or otherwise it is the process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods, services to create exchanges that

satisfy individual and organizational goals.

Marketing Strategy

Marketing strategy is a set of objectives, policies and rules that leads the company's

marketing efforts. It is the marketing approach to accomplish the bread objective of the

marketing approach to accomplish the bread objective of the marketing plan. The various

process of marketing strategy is given below.

1. Selecting largest markets segmentation2. Positioning3. Product4. Price5. Place6. Promotion7. Research and development8. Marketing research

1. Market segmentation and selecting target market

It is an effort to increase a company's precision marketing. The starting point of any

segmentation discussion is mass marketing. In mass marketing, the seller engaged in the

mass production, mass distribution and mass promotion of one product for all buyers.

Market segment consists of a large identifiable group within a market with similar wants,

purchasing power geographical location, buying attitudes or buying habits. It is an

approach midway between mass marketing and individual marketing. Through this the

choice of distribution channels and communication channels become much easier. The


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researchers try to form segments by looking at consumer characteristics; geographic,

demographic, and psychographic. After segmenting the market then target market

selected.

2. Positioning: - The positioning is a creative exercise down with an existing product.

The well known products generally hold a distinctive position in consumer's minds. The

positioning requires that every tangible aspect of product, price, place and promotion

must support the chosen positioning strategy. Company should develop a unique selling

proposition (USP) for each brand and stick to it, PPL consistently promotes its DAP

fertilizer by Higher yield at lower cost. As companies increase the number of claims for

their brand, they risk disbelief and a loss of clear positioning. In general a company must

avoid four major positioning errors. Those are under positioning over positioning,confused positioning and doubtful positioning.

3. Product: - A product is any offering that can satisfy a need or want. The major types

of basic offerings are goods, services, experiences, events, places, properties,

organizations, information and ideas. The company gives more importance in quality,

packaging, services etc. to satisfy the customers. The product has its life cycle. The

product strategies are modified in different stages of product life cycle.

4. Price: - It is the most important aspect in company's point of view. Price of the product

will be decided by the company according to the competitor's price.

5. Place: - This plays a major role in the entire marketing system. The company emphasis

on its distribution network. Proper distribution network gives proper availability of the

product.

Getting the right product to the right place at the right time involves the distribution

system. Distribution is the process of moving goods and services to the places where they

are wanted.

Channel Levels

The channel of distribution used by Britannia is:-

Intensive Distribution: As biscuits need to reach the consumer at their nearest locations

this type of distribution channel is used. This type of distribution helps when for products

that are categorized by low involvement of the customer and where customer looks forlocation convenience.


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6. Promotion: - Promotion is the one of the major aspects in marketing strategies. By

adopting various promotional activities the company create strong brand image. It also

helps in increasing the brand awareness. It includes advertising, sales promotions and

public relations etc.

Advertising:

Britannia works in close partnership to promote its biscuits with retailers. Promotion costs

are shared with retailers. The more retailers sell - the more Britannia is able to help them.

Britannia launches products that offer the company good returns, supporting these

through brand building and leveraging on its nationwide supply chain. Brand building is

an integral part of Britannias marketing philosophy with continued promotions for its

various brands creating loyal customers in the process.

Good Day, "Richness is only one functional facet of Good Day. But there is also a large

emotional facet that of spreading happiness. This became the plank on which Good

Day began to be advertised. Also with traditional notions of health changing, rich foods

are not necessarily looked at as being unhealthy. "Good Day is full of nuts and is rich but

it is also good for health. So, they created the Swasth kao, tan man jagao (Eat healthy,

energize body and mind) campaign."

Sales promotion:

Eat Britannia, Go for World Cup" was the theme adopted in 1999 .People bought the

biscuit packs and searched for the lucky scratch for flying to England to see world Cup

Britannia

Industries

Wholesalers

Point of sale ie

RetailersKirana Shops

Agents

Big retail units

like Food Bazar

and for Exports


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Cricket match. The sales bounced 37% high on account of this strategy. The scheme came

alive again during the world Cup Match in 2002-2003 in South Africa.

Lagaan - the super hit movie " brought fame to Britannia Biscuits also as 40000 buyers

of Britannia Biscuit packs were invited to see and a small lucky group to play the game

with the movie Stars of Lagan. What a novel way to promote a product - a perception in

correct proportion indeed!!

Now, recently promotional strategies are "Jodi Banao" Offer & winning ideas of the

Monmatano Britannia pran bhorano sharodiya contest like create a special flower

arrangement for dashmi. Get all the women in your street together and make a huge,

elaborate face of durga with flowers.

Publicity:

Britannia brand is advertised through hoardings on cricket grounds, on highways, through

image building exercises like donations etc.

7. Research and Development: - after testing, the new product manager must develop a

preliminary marketing strategy plan for introducing the new product in to the market. The

plan consists of three parts. The first part describes the target market's size, structure andbehavior. The second part outlines the planned price, distribution strategy and marketing

budget for the first year. The third part of the development describes the long run sales

and profit goals and marketing mix strategy over time.


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MARKETING MIX

Product Price Promotion Place

Product variety List price Sales promotion Channels

Quality Discounts Advertising Coverage

Design Allowances Sales forces Assortments

Features Payment period Public relation Locations

Brand name Credit terms Direct marketing Inventory

Packaging Transport

Sizes

Services

Warranties

2.6 Product line

TREAT

As a move to consolidate all the individual Cream Treat offerings under a single

umbrella, Britannia launched Treat in 2002. Treat has a range of tasty delights for all kids

with yummy creamy treasures within the biscuit shells. The kids have always relished

unraveling the irresistibly delicious creams hidden inside the biscuit Britannia Treat


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offers a wide variety of flavors, such as the Elaichi, the Fruit Flavored Creams such as

Orange, Pineapple, Mango, and Strawberry, the Jam Filled Centers under the Jim Jam

range, and the Duet Range (biscuits with two flavors of cream between three layers of

biscuit) comprising Strawberry Vanilla and Duet Strawberry Chocolate.

Britannia Treat has now launched yet another mouth watering delight under its umbrella.

The delicious Fruit Rollz take the Treat brand beyond the cream biscuits and provides yet

another lip smacking delight to its consumers!

Fruit Rollz

Fruit Rollz are soft rolls filled with the goodness of real fruits, and provide a healthy yet

scrumptious treat to our 'loveable devils' Treat also introduced its naughty and adorable

brand mascot FUNTOOSH whose primary occupation is mischief! FUNTOOSH is the

guy who will pull off any trick to make sure he gets to eat his Britannia Treat!

For all you kids, who have relished the yummy treasures of Britannia Treat in exciting

flavors, look out for yet another reason to celebrate!

Britannia Treat launches a new and exciting combination of chocolate and caramel in a

single bar - TREAT CHOCO GELO. This unique and never before product is guaranteed

to double the masti and double the fun that you have with Treat.

Treat Choco Gelo has been launched nationally in August, 2007 and is available at an

attractive price of just Rs.5/-

So go ahead, open this delicious pack, indulge yourself with Treat Choco Gelo and enjoy

Yummy Chocolate and Gooey Caramelfor "Double Masti ka Double Dose"


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TIGER

Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first

year of its launch and continues to be so till today. Tiger has grown from strength to

strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has further

helped bolster its growth in the highly competitive glucose biscuit category.

Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk. It is

for modern mothers who play an enabling role for their children to compete in today's

world and thus want the best. Now Tiger Glucose has been fortified with "Iron Zor" with

an attempt towards addressing the Iron Deficiency crisis the children of India face.

Over the years, Tiger has become the mass-market face of Britannia symbolizing fun and

energy in both urban and rural India, and transcending glucose biscuits.

Tiger Coconut: Delicious Coconut Flavored Energy Biscuits, launched in 2001

Tiger Creams: Was introduced in 2002 at just Rs 5 per pack. Tiger Cream is now

available in Orange, Elaichi, Chocolate, Pineapple, Strawberry and Butterscotch flavors,

and promises to bring more fun and more energy to children across the country.

Chota Tiger: Is an extension of brand Tiger launched nationally in May, 2007. It is mini

sized poppable glucose biscuit with colored sugar sprinkling. It comes in two variants:

Milk Sparkies and Choco Sparkies

Tiger Banana: Britannia is committed to help secure every child's right to Growth &

Development through good food every day. Purposefully taking forward the credo of 'Eat

Healthy, Think Better ', we have launched a new variant under our power brand TIGER -


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TIGER BANANA - power packed with IRON ZOR& and with the delightful taste of

banana.

IRON ZOR helps make mind sharper and body stronger. An Rs.4 pack has as much

IRON ZORas that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this nutritious and delightful

snack for children.

GOOD DAY

Britannia Good Day was launched in 1986 in two delectable avatars - Good Day Cashew

and Butter. Over the years, new variants were introduced - Good Day Pista Badam in

1989, Good Day Chocochips in 2000 and Good Day Coconut in 2004.

This rich biscuit enjoys a fan following of consumers across all ages, loyal to the brand

promise of a great taste evident from the visibly abundant ingredients. Good Day is

amongst the fastest growing brands in Britannia's portfolio and is today the market leader

with almost 2/3 share of the market. The brand is synonymous with everyday treats that

infuse happiness into people's daily lives.


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After two decades of magnificent success; it was time to give the nation yet another

reason to have a good day. Abundance, goodness, indulgence and now unrestrained joy -

that is the message of this new campaign.

The new TT ad is the uncontrollable expression of the ticket collector's happiness and joy

that is stimulated by consumption of the cookie that spreads cheer amongst the people

around him creating an atmosphere of shared joy that's unorchestrated and straight from

the heart. The celebration was taken to the IPL as Good day cheered along with a million

cricket fans in the stadiums, each screaming and proclaiming "Ho Gaya re Good Day".

The dazzling brilliance of this Endeavour, the contagious rhythm needs to be lived and

spread through the nation, making 'Iska toh ho Gaya Re Good Day' a part of the

common lingo and a way of life.

Good Day truly believes laughter and happiness are infectious, it transcends race, caste

creed unifying humanity in an inclusive emotion.

The brand perseveres to infuse cheer, hearten the nation and enliven lives. With its

rightful place on the front page of The Times of India, Good Day gifts the nation a

priceless treasure, that of spreading JOY!

BOURBON

Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits,

topped with sugar crystals - presenting, the original Bourbon, from the house of Britannia.

India's first and favorite Bourbon's sweet adventure began in 1955. Since then, Bourbon

lovers across the country have been caught opening this chocolate couplet, licking the


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cream, and nibbling at the melt-in-your-mouth biscuit, bit by bit. Some have been

witnessed chomping it whole, at one go. Some have been noted to alternate it with sips of

coffee; others team it with lots of gossip and gupshup, while a few have been observed

enjoying it with a book. And some have been seen reluctantly sharing their Bourbon.

Whatever the occasion, wherever the hangout, Bourbon makes for great company.

50 -50

With a brand name like 50-50, can the product be anything but fun? Launched in 1993,

50-50 belongs to the family of crackers and is considered the "very very tasty tasty"

snack.

Britannia 50-50 is the leader in its category with more than one-third of market share. The

versatile and youthful brand constantly aims to provide a novel and exciting taste

experience to the consumer. As a result, in 2001, the delicious Maska Chaska was

launched as a variant of the original brand and became an instant success.

MARIE GOLD


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Britannia's oldest brand enjoys a heritage that spans the last 50 years - and going strong.

In a market swamped with me-too products and where even the name 'Marie' has become

generic, Britannia Marie Gold has maintained its stronghold. Today, the ever-popular

Marie Gold is synonymous with the 'Tea Time Biscuit'. Its taste, crispiness and lightness

make it a must for every tea break. It is the #1 brand in its category by a long shot.

MILK BIKIS

Kids may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has beentrusted by mothers as a source of growth energy of milk and their loyalty to the brand has

made it an integral part of their children's nutrition regimen.

In 1996, Milk Bikis launched a variant called Milk Cream. These round biscuits come

with smiley faces and are full of milk cream that makes them very popular with children.

Milk Cream also promoted the idea of 'eating milk' in a yummy way, which makes

mothers happy as well.


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To keep pace with the demands of the new generation and to bring milk nutrition to the

masses in a delightful form, Milk Bikis, went one step further in the last quarter of 2006

in providing not just energy but developmental fuel for children. With a unique and

attractive honeycomb design and an enhanced product experience, the new biscuit is now

fortified with SMART NUTRIENTS 4 vital vitamins, iron and iodine, proven to aid

mental and physical development in growing kids.

NUTRICHOICE

In continuation of the promise of"Swasth Khao, Tan Man Jagao,"Britannia introduced

NutriChoice range of healthy biscuits in 1998. The brand is targeted towards overall

health and wellness for adults.

The range has for long comprised of three popular variants, namely NutriChoice Thin

Arrowroot, NutriChoice Cream Cracker and NutriChoice Digestive.

NutriChoice Thin Arrowroot - An ageless classic

Extremely popular in East India for over 4 decades (where it is affectionately referred to

as Britannia Theen), this brand contains the benefits of arrowroot known to aid digestion

and remove harmful toxins from the body. Prior to 1998 it was being marketed as

Britannia Jacob's Thin.

NutriChoice Cream Cracker - As nature would have wanted it to be


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Ask any biscuit manufacturer and they will tell you how difficult it is to make this biscuit,

especially with next to nothing sugar, with NO added colors and flavorings for taste. It is

this neutral taste that makes it an ideal choice to be consumed with hot beverages, dips,

chutneys, and accompaniments.

NutriChoice Digestive - Delightfully tasty and wholesome

Made with 50% whole-wheat and packed with added fiber (10% of our daily dietary

needs), these delightfully tasty biscuits are amongst your healthiest bites of the day. In

your next visit to a shop just look out for its Golden-green international pack.

In 2007, NutriChoice SugarOut was launched. NutriChoice SugarOut is the most novel

product range to have been introduced in the market. The product is not just sweet but

tastes great, and yet contains no added sugar. It is sweetened with "Sucralose," derived

from sugar, which provides the same sweetness as any other biscuit, without the added

calories of sugar.

This range is available in 3 delicious variants namely Lifetime, Chocolate Cream, and

Orange Cream, targeted towards all health sensitive people. It is also relevant for

consumers with sugar- related ailments.

We are confident that you will be pleasantly surprised with the great tasting and healthy

range of NutriChoice. Try one and you'll know that you've made one smart choice.

NutriChoice 5 Grain

Most consumers believe that to in order to stay healthy one needs to make certain

compromises on some good things in life. Whether it is missing that extra hour of sleep


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over early morning exercise, or eating unappetizing foods over that extra oil-dripping

samosa. At the same time most of us agree that good nutrition cannot come from one kind

of food alone, but from a healthy combination / assortment of several healthy ingredients

put together. Britannia NutriChoice 5 Grain Biscuits are a perfect answer to those looking

for healthy eating options without as much making a compromise on taste, or

convenience, or health.

Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen healthy

cereals (Oats that help reduce bad cholesterol, Corn which promotes heart health, Ragi a

good source of both Calcium as well as Fiber, Rice low in fat, and Wheat that provides

wholesome energy). These biscuits are delicately sweetened with natural honey, and

come in a unique large oval shape. It is this large size and the healthy combination of the

ingredients that make it an ideal hunger buster for those in-between meals time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket

meals packs, so that one is never far away from pacifying hunger on the move. So

whenever you miss your breakfast, or succumb to those unhealthy evening snacks, you

can relish the goodness of health with Britannia NutriChoice 5 Grain biscuits.

NutriChoice Classic Lite Cracker - NutriChoice Crackers have for long been the

healthy choice of the discerning consumer. The popular NutriChoice Cream Cracker has

been improved to make it crispier and tastier and been rechristened as Nutrichoice Classic

Lite Cracker.

NutriChoice Nature Spice Cracker - Now there is more choice for the discerning

cracker consumer. NutriChoice Nature Spice Crackers are delicately sprinkled with the

goodness of Ajwain and Jeera. Ajwain s benefit with good digestion is legendary, whileeach one of us relishes the taste of Jeera. In addition 0% Sugar is added to these biscuits

which deliver the health promise that Nutrichoice is known for.

NutriChoice Crackers are made by using a special FRESH BAKE TECHNOLOGY,

which ensures that they are completely free from Cholesterol, harmful Transfats, artificial

preservatives, colors and flavors. They come in an international metalized packaging,

which ensures that the biscuits retain maximum freshness till the time they are opened.


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LITTLE HEARTS

Little Hearts was launched in 1993 and targeted the growing youth segment. A

completely unique product, it was the first time biscuits were retailed in pouch packs like

potato wafers. The launch message introduced a special taste experience that made the

unlikeliest characters - like Dracula and Frankenstein - melt. In 1997, the 'Direct Dil Se'

campaign encouraged youngsters to openly express their feelings. And in 2003, two

variants called Little Hearts Chocolate and Little Hearts Sesame were rolled out with a

campaign "Dil sabka actually sweet hai". With Little Hearts, Britannia has tasted the

sweet taste of success.

NICE TIME

Britannia Nice Time was the pioneer of sugar sprinkled biscuits in India. This unique

product managed to create such a strong consumer pull that soon there was a rush of

pretender products in the market, clearly indicative of the success of the concept. Today,

Nice Time has a fan base spread across India, and, particularly, East India, where its

consumers have grown up with the brand. Especially popular amongst children, Britannia


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Nice Time has managed to create a loyal franchise for itself and is a strong brand loved

by people of all ages.

WHATS NEW??????

BRITANNIA NUTRI CHOICE RAGI COOKIES

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials

specially designed for people with diabetes. There's no longer a need to avoid snacks or

go hungry while traveling or at work. Rather approach snacking in a healthy way with our

Ragi Cookies. Britannia NutriChoice Ragi Cookies are scientifically created to suit the

special lifestyle and nutrition needs of diabetics to manage extreme swings in blood sugar

levels. They are tasty, crunchy and convenient option for those mid-meal pangs. Ragi

helps lower blood glucose levels and in a rich source of magnesium, which is

instrumental for the production of important enzymes. Our Ragi Cookies are a good

source of fiber, both soluble and insoluble, for heart and digestive health.

BRITANNIA NUTRI CHOICE OAT COOKIES

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentialsspecially designed for people with diabetes. There's no longer a need to avoid snacks or
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go hungry while traveling or at work. Rather approach snacking in a healthy way with our

Oat Cookies. Britannia NutriChoice Oat Cookies are scientifically created to suit the

special lifestyle and nutrition needs of diabetics to manage extreme swings in blood sugar

levels. They are tasty, crunchy and convenient option for those mid-meal pangs. Oat helps

lower blood glucose levels and in a rich source of magnesium, which is instrumental for

the production of important enzymes. Our Oat Cookies are a good source of fiber, both

soluble and insoluble, for heart and digestive health.

VEG CAKES

Britannia Veg Cakes is every vegetarians dream come true! 100% vegetarian cake with

all the softness and delight a cake should have. Every slice is very soft and fluffy, stuffed

with real fruit bits, to give you a cake that is truly delicious, down to the last slice. Add

this to zero cholesterol and a 3 month shelf life and you have a healthy , convenient snack

to enjoy anytime anywhere.

Grab a pack of Britannia Veg Cake today. Masti ka Green Signal!

Prices and sizes: Rs 15/- gm pack.

DAIRY FRESH

Till 1958, there were no breads in the organized sector and bread consumption was a

habit typified by the British. Then, a mechanized bread unit was set up in Delhi with the

name "Delbis" which produced sliced bread and packed it under the Britannia name.


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Thus, Britannia was not only the pioneer, but also inculcated in the people of Delhi the

habit of eating white sliced bread.

The Mumbai unit came up in 1963, and there again Britannia was the first branded bread

in the city. From a company offering 2 packs - the 400gm and the 800gm plain white

sliced bread - Britannia has evolved into a company offering 22 packs, catering to a

variety of taste and price segments in the bread consuming market. The last couple of

years also saw the introduction of Whole Wheat Bread as a part of "Eat Healthy, Think

Better" credo.

Cakes

Britannia entered the cake market in the year 1963 and is the top player in the market.Britannia Cakes range is divinely scrumptious and has both Bar Cakes and Cup Cakes

which were launched in 2005. Bar Cakes are available in variants that include Fruit,

Butter Sponge, Chocolate, Pineapple, Milk, Vanilla Chocolate and Orange. Apart from

being delicious, these snacks are packed with healthy ingredients making them

wholesome & delightful.

Britania cup cakes come in vanilla and orange flavours.

Rusks

Britannia launched its rusks in the year 2005. In a Market full of unbranded players,

Britannia rusks have stood head and shoulders above the rest in terms of sheer quality

.They are made from the finest ingredients and baked with care as they are twice as

crisper as and tastier than ordinary rusks. The communication for this mouthwatering

offering is aptly Enliven your spirits with Britannia rusks

GIFTS

Britannia brings you 'Shubh Kaamnayein' converting little moments of the festive season

into delightful memories

The magical time of year, is round the corner. Bring in this festive season rejoicing, and

adding the glitter and glamour of celebration, with Britannia 'Shubh Kaamnayein' a range

of biscuits, premium cookies and cakes.


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The special edition for 2008 'Britannia Premium Assorted Cookies' is all about surprises,

the enchanting discovery of new tastes and innovative packaging. It offers you absolutely

delightful cookies made with rich ingredients and flavors such as Cranberry, Butter

Scotch, Honey Raisin, Choc Chips, Coffee Almond, Cashew, Honey and Almond. The

much loved 'Britannia Classic Hampers' contain an assortment of Britannia's popular

brands like Good Day, Treat Jim Jam, Bourbon and Little Hearts.

The innovatively conceptualized packaging, of ingenious tray packs and collectible tin

boxes, uses calligraphy, brush strokes of colors and clever use of symbols, beautifully

fusing tradition and art for the festive season. It brings alive a commonality of joy and

celebration. This range promises to pamper your senses and emotions.

We understand that the wondrous occasion of light and radiance is incomplete without the

presence of near and dear ones. Britannia 'Shubh Kaamnayein' joins you as you express

your love and good wishes, to the ones who make life special for you.

Britannia 'Shubh Kaamnayein' is designed to add joy to moments, transforming them into

delightful memories. We have judiciously packaged and priced this entire range to make

it available to everyone who wants to share good wishes. As part of our 90th year

festivity we present Britannia Shubh Kaamnayein, to add 'Zindagi mein life'.

Rusk

Milk Rusk (round) 70/- (available in 200gms, 400gms)

Milk Rusk (oval) 70/- (available in 200gms, 400gms)

Saunf Rusk70/- (available in 200gms, 400gms)

Jeera Rusk70/- (available in 200gms, 400gms)

Cardamom Rusk75/- (available in 200gms, 400gms)

Cookies

Flower Biscuits 70/- (available in 250gms, 400gms)

Coconut Biscuits 75/-(available in 250gms, 400gms)

Jam Centre 75/-(available in 250gms, 400gms)


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Custard 75/-(available in 250gms, 400gms)

Chocolate Marble 75/-(available in 250gms, 400gms)

Orange 75/-(available in 250gms, 400gms)

Coconut Macroon 95/-(available in 200gms, 350gms)

Chocolate Walnut 120/-(available in 250gms, 400gms)

Pure Chocolate Cashew 120/-(available in 250gms, 400gms)

Butter Pista 130/-(available in 250gms, 400gms)

Almond Cookies 130/-(available in 250gms, 400gms

Conceptual Framework

The conceptual framework of this project essentially focuses on the consumer

buying behavioral analysis.

Understanding the buying behavior of the target market is the essential task of marketing

management under marketing concept. The consumer market consists of all the individuals

and households who buy or acquire good and services for personal consumptions. The

buying behavior tries to find out the answers for the questions, who buys? How do they

buy? Where do they buy? Do they buy?

(A)FACTORS INFLUENCING CONSUMER BUYING BEHAVIORThere are four major factors that influence the buying behavior such as cultural factors,

social factors, personal factors, and psychological factors.

CULTURAL FACTORS: Culture is the most fundamental determinant of aperson wants and behavior. Values, perceptions, preferences, and behavior are the

main variable under culture of an individual. Each culture contains sub-culture

like nationality, religious group, geographical area, and linguistic divisions etc.

SOCIAL FACTORS: A consumer behavior is also influenced by social factorssuch as the consumer reference group family and social roles and status.

PERSONAL FACTORS: A buyer decision is also influenced by his or personalcharacteristics, notably the buyers age, lifestyle, occupation, economic

circumstances etc.


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PSYCHOLOGICAL FACTORS: a person buying choice is also influenced byfour major psychological factors such as motivation, perception, learning belief

and attitudes.

(B) BUYING DECISION PROCESS

It includes buying roles, types of buying and steps in buying process.

I. BUYING ROLEThe buying role could be classified into four parts. These are initiator, influencer, Decider

and buyer.

II. TYPES OF BUYING BEHAVIORConsumer decision taking varies with the type of buying decision. There are four types

buying behavior such as Complex buying behavior, Habitual buying behavior, Variety

seeking buying behavior.

III. STAGES IN BUYING DECISION PROCESSHere are five stages in buying decision process namely problem recognition search,

evaluation of alternatives purchase decision and past purchase behavior.

NEED RECOGNITION

The buying process starts with the buyers recognition of a problem of need. The buyer

senses a difference between his actual state and desired state.

INFORMATION SEARCH

There are different sources from where a consumer can gather information like personal

sources commercial sources, experimental sources.

EVALUATION OF ALTERNATIVES

After gathering information about different products the customer will be in a fuss as to

choose which product among the mainly alternatives consumer usually evaluate the

alternatives on traditional basis, on the basis of utility function etc. from the many

alternative consumers at last choose the best one for him.

PURCHASE DECISION


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A consumer who decides to execute purchase intention will be making up to five

purchase decisions.

POST PURCHASE BEHAVIOR

After purchasing the product and services the consumer will experience some level of

satisfaction or dissatisfaction with the product and services that will influence subsequent

behavior. If consumer is satisfied he may show the probability of buying the product the

next time, satisfied customer will say good thing about the product, proving the statement

that "satisfied customer is the best advertisement. A dissatisfied customer may take some

action against it. They may try to reduce the dissonance by abandoning returning the

product.

Understanding consumer needs and buying process is the foundation of any company. By

understanding how buyers go through problem recognition, information search evaluation

of alternatives, the purchase decision and post purchase behavior marketers can pick up

many clues as to how to meet buyers need.

2.7About the industry

Biscuits derive its name from a French word meaning twice backed bread; Biscuits in

general have a good shelf life, which is higher than all other snack items available in the

market.

India is the second largest producer of biscuits in the world after the U.S.A. but still the

per capita consumption is only 2.3 kg/year of developed countries. As per the latest

survey done by N.C.A.E.R., 49 biscuits are consumed in rural areas. The penetration of

biscuits into households stands at an average of 83.2% with the rural penetration at 77%

and urban penetration at 88%. Biscuits are reserved for the small scale sector but there are

strong possibilities of the industry being deserved in line with the government policy of

liberalization. The net effect thus would be greater choice for the consumer as well as a

check on the costs.

The country production of the biscuits during 2004-05 was 18.6 Lac tons of which 1/2

were manufactured by the organized sector. The industry turnover was 5322.7 Crores of

which organized sector contributed 2519.3 crores.


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

and plans to be a national brand soon. In an aggressive mode, the North dominated biscuit

player has increased its ad budget to Rs. 5 crore this year from Rs. 3 crore last year.

Britannia has also recently invested about Rs. 5 crore in the modernization and expansion

of its production and packing its production capacity of 40 tons per day to 100 tons per

day by next year. The aim: to take the current turnover of Rs. 50 crore to Rs. 100 crore by

the year.

The low priced brand claims to have a 15 per cent market share in the North and is

aggressively eyeing a bigger bite of the Rs. 2,500 crore biscuit industries. The brand plans

to gain a 40 per cent market share in the North by the year of.

The company's strategy has been to attract new consumer segments and widen its

consumer base with its well packaged low priced offerings. Britannia's success has also

come from its formidable.

It gives me great pleasure to introduce the Summer Training Report. It is based on the

survey conducted in East Delhi region on Biscuit industry. The applicability of various

branding strategies play crucial role in marketing in product. The applicability has grown

due to the liberalization, competition and technological changes taking place in corporate

world.

In this project the various branding strategies adopted by the company has been studied

and compared on the basis of current market scenario. It gives the idea about the market

share enjoyed by the different companies in the Biscuit Industry. It provides the

adequate coverage of many issues related to biscuit industry. The objective of this report

is to give the market share of Britannia biscuits in the Indian capital (New Delhi). It has

been made possible by knowing the consumer's behavior and by studying the patterns

adopted by the retailers. It gives us very precise view about the existing demand of

Britannia biscuits and demand of their products as compared to other competitors. It also

highlights the changing market trends and consumer preferences, why they have shifted

from finally pack to pouch pack. The annual growth rate of the industry is about 12.5%.

However, the growth of cream biscuits, assorted or special variety is the range of 30-40%.

The organized sector consists of large, medium and small scale biscuit manufacturers

who produce packed biscuits. The major players in this sector are Britannia, Bakemans,

and Parle, etc. the unorganized sector comprises of small bakery units, cottage and

household type manufacturing plants. These units distribute their biscuits in the


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surrounding vicinity of their manufacturing locations of say 20-50 kms. The country

production of biscuits during 2005-06 is estimated to be about 19.5 lack tons. Out of

which 1/2 again is expected from unorganized sector.

Competitors

Generally all organizations have competitors in the market. A particular organization

always comprises with other same business and according to market share we clarify the

brand of product is giving more challenge to my product.

I found many products which can be compared with Britannia Biscuit. As a conclusion I

found that particularly in my provided area Britannia is really doing well and its

performance is on surprising level. Lost market share to ITC Foods and has struggled to

keep pace with Parle in glucose biscuits. Pepsi, Kraft, DANONE could be formidable

competitors. Britannia seeks to build market share through expanded product portfolio,

acquisitions, JVs and thrust on rural consumer. In my provided area the share of the

market is as follows.

BRITANNIA 34.8%

PARLE-G 31.9%

ITC 8.6%

SURYA FOODS 8%

ANMOL BAKERS 4.2%

OTHERS 15.6%

When we compared with other businesses then we follow the quality, price, distribution

system, promotional strategy etc. of the competitors Britannia in this area is doing well.

So this is the comparison with other biscuits brands. According to our findings we found

that BRITANNIA is the market leader followed by BRITANNIA biscuits. These two

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

Market Potential

Market potential of the BRITANNIA is much positive in competitive era and will sure

cover the maximum market share of biscuit product. Potentiality of any product depends


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upon the futuristic performance of the product. It depends that how much retailers have

potentiality to be permanent seller of BRITANNIA.

For great potentiality it is necessary to improve those factors which are going to affect

retailers. In my study I found some factors which can help to cover great potentiality.These factors are following:

Scheme delivery should in perfect determining time. Some places distributors not able to cover his particular area. That should be

improved.

Scheme facility should be regular as much as possible. Small pack also should be in the market. Always collect the views of retailers. It gives psychological effect on the retailersabout careness by manufacturing company.These factors are very important for the organization. If company is able to improve these

all factors then definitely its market share will more increase. Retailers will take more

interest to sell Britannia biscuit and customer will also enjoy for it.

So potentiality is very high to Britannia biscuit in positive direction.


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Chapter 3 Findings and Analysis

Marketing Strategies of Britannia Biscuits


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Chapter 3Findings and analysis

Britannia Industries Ltd. (BIL), Indias leading Food Company, reported sales of Rs.

42,137 MM for the year ended 31st March 2011, a growth of 23.8% over the previous

year. Profit from operations at Rs. 1,833 MM grew 40.2% and Net Profit for the year at

Rs. 1,453 MM increased by 24.7%. Consolidated sales of Rs. 46,051 MM for the year

ended 31st March 2011 grew 22.1% over the previous year. Net Profit for the year at Rs.

1,343 MM increased by 30.2%.

The year witnessed unprecedented commodity inflation, particularly in sugar, wheat and

milk products, in the latter half of the year, coupled with a fiercely competitive

environment. This restrained your Companys ability to correct selling prices and had a

high adverse impact on margins and profitability. Consequently, whilst your company

added Rs 2817 MM to gross sales, Profit from Operations declined by Rs 778 MM,

excluding provisions for certain one-off items aggregating Rs 258 MM for certain

disputes relating to a long term lease, excise duty demand and obligation arising from a

past acquisition. Net cash flow from operating activities was Rs 2353 MM, achieved by a

disciplined approach to managing working capital. Exceptional items for the year include

Rs 329 MM towards amortization of VRS costs and provision of Rs 200 MM for losses

arising from Sri Lanka operations and closure. Earnings Per Share was Rs 48.77. Thetables below show trends in performance across key parameters:


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SIGNIFICANT RATIOS

PARTICULARS 2009-102008-

09

Measures of Investment

Return on equity Profit after tax % 29.40 22.6Shareholders

funds

Book value per shareShareholders'

fundsRs. 165.9 334.0

Number of

equity shares

Dividend coverEarnings per

share

times 1.7 1.6

Dividend (plus

tax) per share

Measures of Performance

Profit margin

Profit before

tax &

exceptional

item

% 5.0 8.0

Net Sales +Other Income

Debtors turnover Gross Sales times 86.7 63.3

Debtors + Bills

receivable

Stock turnover Gross Sales times 12.8 12.4

Stock

Measures of Financial Status

Debt ratioBorrowed

capital% 108.4 3.2

Shareholders

funds

Current ratio Current assets times 1.1 1.3Current

liabilities


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Tax ratio Tax provision % 3.5 22.4

Profit before

tax


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TEN YEAR FINANCIAL STATISTICS: 2001-2010

TEN YEAR FINANCIAL STATISTICS : 2001 - 2010

Rs. million

As at / Year ended 31st March 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Assets employed

Fixed assets less Depreciation &

Amortisation1,588 1,632 1,481 1,283 1,338 1,516 2,144 2,507 2,839 2,931

Investments 2,156 3,104 2,969 2,913 3,301 3,599 3,200 3,808 4,231 4,906

Net current assets 257 592 747 43 (485) 309 596 2,072 1,161 421

Miscellaneous expenditure 163 217 260 463 342 161 256 232 266 -

4,164 5,545 5,457 4,702 4,496 5,585 6,196 8,619 8,497 8,258

Financed by

Equity shares 279 269 259 239 239 239 239 239 239 239

Reserves & Surplus 2,123 3,430 3,653 4,059 4,196 5,252 5,909 7,319 8,006 3,723

Loan funds 1,762 1,846 1,545 392 61 94 48 1,061 252 4,296

4,164 5,545 5,457 4,702 4,496 5,585 6,196 8,619 8,497 8,258

Profits and appropriations

Sales 13,325 14,510 13,941 14,705 16,154 18,179 23,171 26,170 31,42934,246

Profit before Depreciation,Amortisationand Tax

1,369 1,630 1,722 2,251 2,645 2,218 1,514 2,536 2,866 2,112

Depreciation and Amortisation 189 240 261 224 190 217 253 291 335 275

Profit before tax and Exceptionalitems

1,180 1,390 1,461 2,027 2,455 2,001 1,261 2,245 2,531 1,737

Exceptional items (41) 1,201 12 (183) (252) 6 (77) 78 (206) (529)

Profit before tax * 1,139 2,591 1,473 1,844 2,203 2,007 1,184 2,323 2,325 1,208

Taxation 434 559 482 656 715 543 108 413 521 43

Profit after tax 705 2,032 991 1,188 1,488 1,464 1,076 1,910 1,804 1,165

Dividends 153 201 251 272 334 358 358 430 956 597

Tax on dividend 16 - 32 35 47 50 61 73 162 99

Debenture Redemption Reserve 47 14 18 - - - - - - -

Retained earnings 489 1,564 692 910 1,117 1,056 657 1,407 686 469

* Includes impact on account of transfer of dairy business of Rs. 1257 Mn in 2002.


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Britannia Net Profit Increases 25% for the year Recommends dividend of

325%

Mumbai, May 27th, 2011: Britannia Industries :td(BIL),Indias leading food company,

reported sales of Rs.42,137 MM for the year ended 31 st March 2011,a growth of 23.8%

over the previous year. Profit from operations at Rs. 1883 MM grew 40.2% and Net Profit

for the year at Rs.1453 MM increased by 24.7%.Consolidated sales of Rs. 46,501 MM for

the year ended 31st March 2011 grew 22.1% over the previous year.Net Profit for the year

at 1,343 MM increased by 30.2%.The Board Of Directors recommended a dividend of

325% i.e. Rs.6.50 per share.

Commenting on the performance, Ms. Vinita Bali, Managing Director, said,

We have maintained a healthy growth momentum and improved a margin in an year of

intense competitive activity and high commodity inflation. Our focus on consumers,

consumption behavior and cost effectiveness reduced complexity & improved operational

efficiency. Several new to market products like Nutrichoice Diabetic Friendly, Treat

Choco-Decker, Britannia Healthy Start were launched during the year to tap new

opportunity segments.

SWOT ANALYSIS OF BRITANNIA

SWOT analysis is a strategic planning.

It is a method used to evaluate the Strengths, Weaknesses/Limitations, Opportunities,

and Threats involved in aprojector in business venture. It involves specifying the

objective of the business venture or project and identifying the internal and external

factors that are favorable and unfavorable to achieve that objective.A SWOT analysis must start with defining a desired end state or objective. A SWOT

analysis may be incorporated into the strategic planning model.

Strengths characteristics of the business, or project team that give it an advantage over

others

Weaknesses (or Limitations): are characteristics that place the team at a disadvantage

relative to others
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Opportunities: externalchances to improve performance (e.g. make greater profits) in the

environment

Threats: externalelements in the environment that could cause trouble for the business or

project

Identification of SWOTs is essential because subsequent steps in the process of planning

for achievement of the selected objective may be derived from the SWOTs.

Strength

Fulfill one of our BasicRequirement among Air , Water ,

Food, Shelter

Widely accepted in all Generations Easily available in various forms Provide good Instant Remedy for

hunger in the form of readymade

food

Preserves the non seasonal foodand makes it available all

throughout the year

Weakness

Decreases nutritional value Increases the cost of food product Industry and technology requires

high investment

Regular usage of processed foodcan cause alteration in health

Opportunities

Increase economy of India Generate employment opportunity Good quality of Goods Provide competition to foreign

companies

Improve living standard Provide goods to nation at cheaper

rate

Inflow of foreign reserve and fundsfor the govt.(taxes)

Threats

Many companies are result oriented Increase in pollution Sometimes provide poor quality of

product for more profit

Lack of technology Unable to utilize all the resources

efficiently


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Chapter 4

Suggestions


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Suggestions

To promote product range good consideration should be given to wholesalers andretailers.

Company should adopt innovative techniques and packaging as consumers

Documents

Report of Projct