A

Summer Internship Project Report

On

“Market analysis and sales development in

Institutional Business”

Submitted in the partial fulfilment of the

requirements for

Post Graduate Diploma in Management - PGDM

SUBMITTED BY

Name: Deepshikha Gupta

Roll No: 1512

Batch: 2015-17

UNDER GUIDANCE OF

Prof. Sushant Nanda

Universal Business School,

Mumbai (Karjat), 410201

1

DECLARATION

This is to declare that I Deepshikha Gupta student of Universal Business School,

Mumbai (Karjat), PGDM batch 2015-2017, has given original data and information to the best

of my knowledge in the project report titled Market analysis and sales development in

Institutional Business is a record of independent work carried out by me under the guidance

and supervision of the Prof. Sushant Nanda towards the partial fulfilment of requirement for

the PGDM course.

I also agree in principal not to share the vital information with any other person outside

the organization and that I have not submitted it for any award or any other title, degree or

diploma.

Date: 29/08/2016 Name: Deepshikha Gupta

Place: Mumbai (Karjat) Roll No: 1512

Specialization: Marketing

2

CERTIFICATE

This is to certify that the project entitled “__Market Analysis & Sales Development for

Britannia Dairy Product in Institutional Business”, submitted to Universal Business School,

Mumbai (Karjat) in the partial fulfilment of the requirements for the award of the Post Graduate

Diploma in Management (PGDM) embodies the results of bonafide project work carried out

by Deepshikha Gupta under my guidance and supervision.

To the best of my knowledge the results embodied in this project have not been submitted to

any other university or institute for the award of Degree or Diploma. The assistance and help

received during the course of this investigation has been duly acknowledged.

Project Guide: Prof. Sushant Nanda Program Director (PGDM): Prof. Vijay Tandon

Date: 29/08/2016

Place: Mumbai (Karjat)

3

Acknowledgement

It gives me immense pleasure to present this Concurrent Project Report. However, it would

not have been possible without help and support of all the team members of Britannia

Industry Limited

I would like to thank Mention project Mr. Vishal Tickoo for guiding me in my tenure of

internship on Market Analysis & Sales Development Of Britannia Dairy Products in

Chandigarh , Mohali , Zirakpur . Without their support and guidance I wouldn’t have come so

far to prepare this report. I would like to express my thankfulness to Universal Business School, who has given me

great opportunity to work on this project.

I am also grateful to my loving parents and my kind friends whose prayers, affection and

support are always a source of encouragement. Their suggestions and supply of information

were really very valuable and helpful to me. Their continuous encouragement and support

helped me for completing this project successfully.

Deepshikha Gupta

Roll No. 1512

Specialization: Marketing

Universal Business School, Mumbai (Karjat)

4

Table of content

TOPIC PAGE NO.

1. Executive summary

5

2. Industry profile (Part A)

9

3. Company profile

13

4. Company Product

18

5. Mission

18

6. Vision

18

7. Company Objective

19

8. Part B

21

9.

.

Workflow and reporting pattern

22

10. PEST & Micro environmental Factors

23

11. Marketing Strategy 26

12. Market Potential

29

13 SWOT Analysis

31

14. Research

32

15 Observation And Findings

35

16 Conclusion

36

17

.

Suggestion And Recommendations 37

18. Bibliography

38

5

EXECUTIVE SUMMARY

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

product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (Gross

Margin Return On Investment) and they promote the brand which provide them highest. They

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

of the shop. Among these, company schemes make the differences and are the highest source

of motivation after profit margin. Retailing demands a constant push from the company.

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

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

behavior because retailers can't help quality and price. It is only up to dealers said it is

demand they sell Britannia 42% agree that at retail shop it is brand popularity, which

determine the purchase of biscuit.

There is a greater need to understand the retailer behaviour considering them as a team

working for the company may help them to be attached to the company. There should be

feeling of belonging to the company in inner of the retailers. Setting values club for retailers

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

behaviour.

In today’s competitive world while entering in the market it is very necessary to have good

knowledge of the potential of a particular market. The information regarding the activities of

competitor’s existing in the market so that we can plan our each activity according to that. It is

also necessary to retain the existing customers apart from attracting the new customers. The

Project is concern with the market analysis & sales development of Britannia dairy Products.in

Chandigarh , Mohali , Zirakpur. The project included as part of PGDM Programme and the

project is done

1.1 Title

“Market Analysis & Sales Development for Britannia Dairy Product in Institutional Business

in Chandigarh , Mohali and Zirakpur

1.2 Organization

“. Britannia industry Limited, New Delhi”.

1.3 Objective

The Primary objective of study was to find size of Britannia dairy products.

Institutional business of Britannia dairy Products in specific areas of Chandigarh , Mohali ,

Zirakpur. In the study my intention was go through the Institutional sales of milk network

of Britannia dairy Products to know distributors and Institutions view about supply chain

of Britannia milk, to know the complaints of Britannia dairy Products and to find the

suggestions from Institutions for more penetration of Britannia dairy Products in Chandigarh ,

Mohali , Zirakpur.

6

The secondary objective was to find customer (Institution) response towards Britannia dairy

Products. My aim was to go through the customers to know the interest of purchasing & using

Britannia cheese, Milk, Dairy Whitener, Ghee, Butter. Basically the study was for the demand

of Britannia cheese, Milk, Dairy Whitener, Ghee, Butter among the customers. And also to

know the complaints on Britannia dairy Products.

1.4 Research Methodology

Research type was descriptive. The research was done through Institutions. Ihave collected the

primary data through questionnaire which was filled by Institutional customers.

Questions were both open and close ended. The secondary data was collected from

http://britannia.co.in/ website Sampling done is non-probability sampling. The type of

sampling method was Judgment sampling.

1.5 Findings

In Chandigarh , Mohali , Zirakpur there are many major players of Dairy Products exist. Those

are like Amul, Britannia, Mother, Verka, Paras, Gopalji and many other local brands. As per

the findings Britannia After Amul , is the Market leader and having more marketshare.

Britannia has established a great name Dairy products market segment in Chandigarh , Mohali

, Zirakpur. The sale is totally depends on the distributors and retailers.

1.6 Data Analysis

The data analysis has done area wise. It gives idea about the competitors of Britannia dairy

Products. It gives information regarding their market share.

1.7 Conclusion :It was concluded that Britannia dairy Products i.e. Cheese has a high potential in the market

and it is the known to its customers and its acceptance is comparatively higher as of other

variants and competitors present in the market, most of the consumer continuously using

Britannia dairy Products brand.

7

8

INDUSTRY PROFILE

The dairy industries companies run mainly on the factors such as Price, availability, service

frequency, affordability, taste and marketing. Price plays a vital role because purchasing power

is depend upon price and availability of that product, in case distributors and retailers service

matter a lot in Institutional business. From chronic shortages of milk, India has emerged today

as the largest producer of milk in the world crossing 97 million tonnes. It is 'The Oyster' of the

global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to

capitalize on one of the world's largest and fastest growing markets for milk and milk products.

A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry

is rapidly growing, trying to keep pace with the galloping progress around the world. The

effective Dairy market is largely confined to urban areas, inhabited by over25 per cent of the

country's population. An estimated 50 per cent of the total milk produced is consumed here.

By the end of 2007, the urban population isexpected to increase by more than 100 million to

touch 864 million in 2007 agrowth of about 40 per cent. The expected rise in urban population

would be aboon to Indian dairying. Presently, the organized sector both cooperative andprivate

and the traditional sector cater to this market. INDIAN DAIRY INDUSTRY - A PROFILE

India’s dairy sector is expected to triple its production in the next 10 years inview of expanding

potential for export to Europe and the West. Moreover with WTO regulations expected to

come nto force in coming years all the developedcountries which are among big exporters

today would have to withdraw the support and subsidy to their domestic milk products sector.

Also India today isthe lowest cost producer of per litre of milk in the world, at 27 cents,

compared with the U.S' 63 cent. Also to take advantage of this lowest cost of milk production

and increasing production in the country multinational companiesare planning to expand their

activities here. Some of these milk producers have already obtained quality standard certificates

from the authorities. This will help them in marketing their products in foreign countries in

processed form .The urban market for milk products is expected to grow at an accelerated pace

of around 33% per annum to around Rs.83,500 crores by year 2010. This growth is going to

come from the greater emphasis on the processed foods sector and also by increase in the

conversion of milk into milk products. By2010, the value of Indian dairy produce is expected

to be Rs 10,00,000 million.Presently the market is valued at around Rs7,00,000mn .

Background of Dairy Industry Beginning in organized milk handling was made in India with the establishment of Military

Dairy Farms. Handling of milk in Co-operative Milk Unions established all over the country

on a small scale in the early stages. Long distance refrigerated rail-transport of milk from

Anand to Bombay since 1945. Pasteurization and bottling of milk on a large scale for organized distribution was started at

Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli(1961), Madras (1963) etc.

Establishment of Milk Plants under the Five-Year Plans for Dairy Developmentall over India.

These were taken up with the dual object of increasing the national level of milk consumption

and ensuing better returns to the primary milk producer. Their main aim was to produce more,

better and cheaper milk.

9

Indian (traditional) Milk Products

There are a large variety of traditional Indian milk products such as

Makkhan - unsalted butter.

Ghee - butter oil prepared by heat clarification, for longer shelf life.

Kheer - a sweet mix of boiled milk, sugar and rice.

Basundi - milk and sugar boiled down till it thickens.

Rabri - sweetened cream.

Dahi - a type of curd.

Lassi - curd mixed with water and sugar/ salt.

Channa/Paneer - milk mixed with lactic acid to coagulate.

Khoa - evaporated milk, used as a base to produce sweet meats.

The market for indigenous based milk food products is difficult to estimate as most of these

products are manufactured at home or in small cottage industries catering to local areas.

Consumers while purchasing dairy products look for freshness, quality, taste and texture,

variety and convenience. Products like Dahi and sweets like Kheer, Basundi, Rabri are

perishable products with a shelf life of less than a day. These products are therefore

manufactured and sold by local milk and sweet shops. There are several such small shops

within the vicinity of residential areas. Consumer loyalty is built by consistent quality, taste

and freshness. There are several sweetmeat shops, which have built a strong brand franchise,

and have several branches located in various parts of a city.

Branding Of Traditional Milk Products

Among the traditional milk products, ghee is the only product, which is currently marketed,

in branded form. main ghee brands are Sagar, MilkMan (Britannia), Amul (GCMMF), Aarey

(Mafco Ltd), Vijaya (AP Dairy Development Cooperative Federation), Verka ( Punjab Dairy

Cooperative), Everyday (Nestle) and Farm Fresh (Wockhardt).

With increasing urbanization and changing consumer preferences, there is possibility of large

scale manufacture of indigenous milk products also. The equipments in milk manufacturing

have versatility and can be adapted for several products. For instance, equipments used to

manufacture yogurt also can be adapted for large scale production of Indian curd products

(dahi and lassi). Significant research work has been done on dairy equipments under the aegis

of NDDB.

Mafco Limited sells Lassi under the Aarey brand and flavoured milk under the Energee

franchise (in the Western region, mainly in Mumbai). Britannia has launched flavored milk in

various flavors in tetra packs.

GCMMF has also made a beginning in branding of other traditional milk products with the

launch of packaged Paneer under the Amul brand. It has also created a new umbrella brand

"Amul Mithaee", for a range of ethnic Indian sweets that are proposed to be launched The

first new product Amul Mithaee Gulabjamun has already been launched in major Indian

markets.

10

Western Milk Products

Western milk products such as butter, cheese, yogurt have gained popularity in the Indian

market only during the last few years. However consumption has been expanding with

increasing urbanization.

Butter

Most Indians prefer to use home made white butter (makkhan) for reasons of taste and

affordability. Most of the branded butter is sold in the towns and cities. The major brands are

Amul, Vijaya, Sagar, Nandini and Aarey. Amul is the leading national brand while the other

players have greater shares in their local markets. The latest entrant in the butter market has

been Britannia. Britannia has the advantages of a wide distribution reach and a strong brand

recall. Priced at par with the Amul brand, it is expected to give stiff competition to the

existing players. In 1999-00 the butter production is estimated at 4 lakh MT of this only 45K

MT is in the white form used for table purposes rest all is in the yellow form.

Cheese

The present market for cheese in India is estimated at about 9,000 tonnes and is growing at

the rate of about 15% per annum. Cheese is mainly consumed in the urban areas. The four

metro cities alone account for more than 50% of consumption . Mumbai is the largest market

(accounting for 30% of cheese sold in the country), followed by Delhi (20%). Calcutta (7%)

and Chennai (6%). Mumbai has a larger number of domestic consumers, compared to Delhi

where the bulk institutional segment (mainly hotels) is larger.

Demand for various types of cheese in the Indian market

Type of cheese % of total consumption

Processed 50

Cheese spread 30

Mozzarella 10

Flavoured/Spiced 5

Others 5

The major players are Amul, Britannia, and Dabon International dominating the market. Other

major brands were Vijaya, Verka and Nandini (all brands of various regional dairy

cooperatives) and Vadilal. The heavy advertising and promotions being undertaken by these

new entrants is expected to lead to strong 20% growth in the segment. Amul has also become

more aggressive with launch of new variants such as Mozzarella cheese (used in Pizza), cheese

powder, etc.

The entry of new players and increased marketing activity is expected to expand the market.

All the major players are expanding their capacities

11

Capacity expansion in Cheese

Company Brands State Capacity Dynamix Group Manufactures for Britannia Maharashtra 35 tons per day

GCMMF Amul Gujarat 20 tons per day APDDCF Vijaya Andhra Pradesh 10 tons per day

50

30

10

5 5

0

10

20

30

40

50

60

Processed Cheese spread Mozzarella Flavoured/Spiced Others

Total consumption

% of total consumption

12

54%31%

15%

Capacity (tons per day)

Manufactures for Britannia

Amul

Vijaya

0

5

10

15

20

25

30

35

40

Manufactures for Britannia Amul Vijaya

Capacity (tons per day)

Capacity (tons per day)

13

COMPANY PROFILE

Britannia Industries Limited

Type Public

(BSE: 500825

NSE: BRITANNIA)

Industry Food processing

Founded 1892

Headquarters Bangalore, Karnataka, India

Number of locations 300 stores (2000)

Area served India

Products Bakery products, including biscuits, bread, cakes and rusk, and dairy

products, including milk, butter, cheese, ghee and dahi

Revenue ₹78.58 billion(US$1.2 billion) (2014)

Profit ₹1.34 billion(US$20 million) (2011)

Owner Nusli Wadia

Parent Wadia Group

Website www.britannia.co.in

14

BRITANNIA LOGO & TAGLINE

Britannia

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

Parent

Company Britannia Industries

Category Food Products

Sector Food and Beverages

Tagline/

Slogan Eat healthy think Better

USP India’s very own bakery and dairy products brand that is trusted for its quality

15

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 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 population and a strong

management at the helm means Britannia will continue to dream big on its path of innovation

and quality.

BRITANNIA DAIRY INDUSTRY Dairy India remains the largest producer and consumer of dairy. However, as in the case of

other food products, Indians trail much of the world in per capita dairy consumption. This gap

is getting bridged rapidly with demand growing at a faster pace than supply. Many industry

16

experts opine that this is likely to cause a supply deficit in the near future. Largeness of the

Dairy opportunity is visible to all; as a result the industry this year saw heightened activity with

several private companies announcing entry, cooperatives expanding footprint and

multinationals formally entering. While the growth in the last few years has been on account

of increasing milk consumption; value added segments of dairy such as Cheese and Set Dahi

in which your Company participates have grown at a faster pace. A range of factors will drive

the growth of dairy industry going forward:

i) With time available to manage households declining; consumers will seek day-to-day needs

in ready to consume and convenient forms. With this dairy industry which is overwhelmingly

unorganized today will shift steadily towards the organized sector;

ii) With increasing affluence there will be demand for the value added product; as a result dairy

market will shift from basic to processed; MANAGEMENT DISCUSSION AND ANALYSIS

iii) Consumption of all dairy products will go up as consumers gravitate towards a more

balanced diet as income levels increase. The levers of success going forward are likely to be:

a) Access to quality milk as basic raw material;

b) The right product value addition capability

c) Access to a cold chain.

Britannia is recognized as one of the most trusted, valuable and popular brands among Indian

consumers in various reputed surveys.

We realize our responsibility to continue delivering fresh, nutritious and fun products and it is

our mission to be an arm-stretch away, any time of the day.

Today, Britannia is a leading food company in India with over Rs. 8500 crores in revenue,

delivering products in over 5 categories through 4.2 million retail outlets to more than half the

Indian population. Our core emphasis across portfolios is on healthy, fresh and delicious food

and we are the First Zero Trans-fat Company in India. 50% of our product portfolio is enriched

with micro-nutrients. Our products are also delivered through the Britannia Nutrition

Foundation to combat malnutrition among underprivileged children.

Britannia Dairy had its beginnings in 1997. Britannia was one of the first companies in India

to pioneer category defining innovations like Cream Cheese and introducing a host of

international flavors for its cubes & spreads in India. Today Britannia Dairy products contribute

close to 10% of the company’s revenue. Britannia markets its dairy portfolio on the back of a

well integrated cold chain logistics network and reaches 3 million outlets across the length &

breadth of this country.

17

Products

VISION

Think Of A Purpose That Spirals Forth To Create Innovations From Within This

Visionary Zeal; Built On Trust And Knowledge, Has Empowered The Wadia Group

In Various Business Enterprises For more Than A Century. It now promises much

more in the New Economy ...

To dominate the food and beverage market in India with a distinctive range of ³Tasty

Yet Healthy´ Britannia brands.

Every third person, in India, should be a Britannia consumer

Dairy products Bread

Bakery Products

18

Mission

To dominate the food and beverage market in India through a profitable range of

‘Tasty Yet Healthy´ products by making every Indian a Britannia consumer.

To be one of the best biscuit company.

Development of production in partnership with our customers to their specification.

Flexibility & capability to meet small & large production run

Company Objectives

Short-term Objective :

To improve image to shareholders.

To improve internal processes and controls.

To increase NSV and ROI.

Long-term Objective :

To be the lowest-cost producer in the market.

To become largest volume player in the bakery industry.

Quality Objectives :

Reduction in customer complaints

To start documentation of market returns dealer wise

To empower the workmen on individual work area to ensure that only quality product

are passed on the next page of production.

Continuous training for the development of human resources.

To minimize the accident level. As part of the growth strategy, the company always

9+try to build on the values of brand “Britannia" by aggressively pursuing tasty yet

healthy offerings of mass appeal and also launching a host of affordable products,

which would help rejuvenate the mother brand and drive category consumption.

Goals

Once the company developed their vision, mission and core values, they can then develop the

goals and objectives needed to achieve your vision.

Goals are general statements of what Britannia wants to achieve. So they need to be

integrated with their vision. They also need to be integrated with their mission of how they

are going to achieve their vision.

To improve profitability

19

To increase efficiency

To capture a bigger market share

To provide better customer service

To improve employee training

To reduce carbon emissions

20

PART B

21

WORK FLOW AND REPORTING PATTERN

Senior operational manager

Sales Officer

Senior sales officer

Area project head

Assistant Area distribution Manager

Zone Manager Project

Business development manager

Area Distribution Manager

22

NEED RECOGNITION

The buying process starts with the buyer’s 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

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.

23

PEST & Micro environmental Factors

A PEST analysis is used to identify the external forces affecting an organisation .This is a

simple analysis of an organisations Political, Economical, Social and Technological

environment. A PEST analysis incorporating legal and environmental factors is called a

PESTLE analysis.

Political

The first element of a PEST analysis is a study of political factors. Political factors influence

organisations in many ways. Political factors can create advantages and opportunities

for organisations. Conversely they can place obligations and duties on organisations. Political

factors which influence the Britannia are as follows:-

Methodology of development of Standards

Provisions of Labelling

Acceptance of a basic list of additives

Matters relating to GMP(Good Manufacturing Practice), GHP(Gud Health Plan)

Issues related to Codex

Procedure for sampling& launching of Prosecutin

Grading of violations according to the nature of discrepancy.

Legislation such as the minimum wage or anti discrimination laws.

Voluntary codes and practices.

Market regulations.

Trade agreements, tariffs or restrictions. Non conformance with legislative obligations can

lead to sanctions such as fines, adverse publicity and imprisonment. Ineffective voluntary

codes and practices will often lead to governments introducing legislation to regulate the

activities covered by the codes and practices.

Economical

24

The second element of a PEST analysis involves a study of economic factors.All businesses

are affected by national and global economic factors. National and global interest rate and

fiscal policy will be set around economic conditions. The climate of the economy dictates

how consumers, suppliers and other organisational stakeholders such as suppliers and

creditors behave within society.An economy undergoing recession will have high

unemployment, low spending power and low stakeholder confidence. Conversely a

³booming´ or growing economy will have low unemployment, high spending power and high

stakeholder confidence.

A Britannia will respond to economic conditions and stakeholder behaviour. Furthermore

Britannia will need to review the impact economic conditions are having on their competitors

and respond accordingly. A truly Britannia has to be aware of economic conditions across all

borders and needs to ensure that it employs strategies that protect and promote its business

through economic conditions throughout the world.

Social

The third aspect of PEST focuses its attention on forces within society such as family,

friends,colleagues, neighbours and the media. Social forces affect our attitudes, interest s and

opinions.These forces shape who we are as people, the way we behave and ultimately what

we purchase.For example within the UK peoples attitudes are changing towards their diet and

health. As aresult the UK is seeing an increase in the number of people joining fitness clubs

and a massivegrowth for the demand of organic food.

Population changes also have a direct impact on organisations. Changes in the structure of a

population will affect the supply and demand of goods and services within an economy.

Falling birth rates will result in decreased demand and greater competition as the number of

consumers fall. In summary Britannia must be able to offer products and services that aim to

complement and benefit people’s lifestyle and behaviour. If Britannia do not respond to

changes in society they will lose market share and demand for their product or service.

Technological

Unsurprisingly the fourth element of PEST is technology, as you are probably aware

technological advances have greatly changed the manner in which businesses operate.

Organisations use technology in many ways, they have

1. Technology infrastructure such as the internet and other information exchange

systemsincluding telephone2. Technology systems incorporating a multitude of software

which help them manage their business.3. Technology hardware such as mobile phones,

Blackberrys, laptops, desktops, Bluetooth devices, photocopiers and fax machines which

25

transmit and record information. Technology has created a society which expects instant

results. This technological revolution has increased the rate at which information is

exchanged between stakeholders. A faster exchange of information can benefit Britannia

company as they are able to react quickly to changes within their operating environment.

However an ability to react quickly also creates extra pressure as businesses are expected to

deliver on their promises within ever decreasing timescales. Technology will continue to

evolve and impact on consumer habits and expectations,. If Britannia ignore this fact then it

will definitely face extinction.

26

MARKETING STRATEGY

Marketing is not Euclidean geometry a fixed system of concept. Rather marketing is one of

the dynamic fields with in the management arena. The market faces continually a new

challenge everyday and companies must respond to it positively. Therefore it is not

surprising that new market idea keep surfacing to meet new market place challenges.

The market process is applicable to more than goods and services. Anything related to

market including ideas, events, policies, prices and personalities comes under market

strategy. However it is important to emphasize opportunity in the market through market

strategy.

Following strategies adopted by the organization.

A strong quality of the product and customer satisfaction:

Customers always believe in good quality product. in my survey I found that in percentage

term more people is quality conscious and not price conscious. Customer satisfaction is very

important part of the organization that at any cost they have to fulfill.

A growing relationship with customer and customer retention:

Nowadays a good relation with customer is very important for organization. Sale is totally

depending on the relation with the customers. Customer's retention is also a major aspect for

growing business. It means keep the old customer and try to make new customer.

Focus on competitors activity:

Every organization should must be careful about it's competitors step, because they can

disturb the growing sales process of the organization.

A growing emphasis on global thinking and local marketing planning:

Companies are increasing by pursuing market beyond their borders. When they enter other

countries they must follow the tradition of that country and also they make plan for local

market that which type of product has more demand and how can it run in the market.

Promotional Strategy

Under the market strategy promotional idea is very important. Organization provides

some schemes or rebates to retailers or consumers. They make advertisement

according to convenient of the people and the feature of the product.

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So on the basis of marketing strategy a organization runs in the market. It is several

types of which makes helpful to increase sales and turnover of the organization

TARGET SEGMENT & DEFINATION

.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

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

Through this the choice of distribution channels, and communicaton channels

become much easier. The researchers try to form segments by looking at consumer

characteristics; geographic, demographic, and psychographic. After segmenting the

market then target market selected.

STP

Segment People who need and consume bakery and dairy products

Target Group Middle and upper middle class families, especially kids

Positioning

India’s leading manufacturer of premium quality and healthy biscuits, bakery and

dairy products

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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 products has it's 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 it's distribution network. Proper distribution network gives proper

availability of the product.

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

promotioins and public relations etc.

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

develop a preliminary marketing strategy plan for introducing the new product in to

the market. The plan consists of three parts. The first part describes the target

market's size, structure and behavior. The second part out lines 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

Target Market

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

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 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

effect 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.

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Scheme facility should be regular as much as possible.

Small pack also should be in the market.

Always collect the views of retailers. It gives psychological effect on the retailers

about care ness 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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SWOT ANALYSIS

SWOT Analysis

Strengths

1.Around 120 years in the industry

2.India’s most trusted brand with strong brand recall

3. Wide range of bakery products like biscuits, rusks, cakes and dairy products like

milk, butter, cheese, etc.

4. Strong distribution network ensuring proper availability of the products even in

the remotest of areas

5.Major share in biscuits industry

6.Marketing and advertising efficiency

7. Innovative products for health conscious people like oats and porridge, Nutri

Choice biscuits for diabetes patients, Vita Marie Gold, etc.

8. Strong presence in rural markets

9. Products for all food and snacks segments

Weaknesses

1.Lower market share in dairy segment

2.Heavy expenditure on advertising and marketing

3.Similar products produced by many companies means high brand switching

Opportunities

1.Increase in purchasing power of people in India

2.Increase its share in the dairy industry

3.Product line extension

4.Expansion in other countries

Threats

1.Lower price offering competitors

2.Local dairies and bakeries

3.Inflation can cause fall in sales and revenue

4.Rise in cost of raw materials

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RESEARCH

OBJECTIVE & SCOPE OF THE STUDY

Objectives of Project: The main objective of the Study can be listed as follows:-

A. Primary Objective

1. To find market size of Britannia Dairy Products in Institutional business in Chandigarh

, Mohali , Zirakpur region.

2. To find the problems faced by Institutions in Dairy purchase from Britannia and other .

. competitors.

3. To collect the information about the competitor

B. Secondary Objective

1. To propose strategies for sales promotional activities to improve Institutional selling. 2. To generate and secure consumer awareness among Institutions .Scope of Project:The

. study carried out in Chandigarh , Mohali , Zirakpur.

Project Scope 1. It gives information about the size of the retail network.

2. It gives information about the services given by distributor to their retailer.

3. It gives information about the competitors’ products. 4. It will serve consumer in better manner. 5. It provides suggestions to the company to improve their products sales. 6. It gives information about the sales promotion activities to improve the Dairy Sale.

RESEARCH METHODOLOGY 5.1 Research Methodology: The research was conducted from 24th May to 4th Aug 2016. The

research include meetings with the Institutions. It included preparation of the questionnaire to

be answered by above people for knowing the competitive position of Britannia in the

Institutional Dairy market. The views of parties were recorded in the research as per

the questionnaire set by us.

5.1.1 Research Approach: The objective was to know the competitive position

of Britannia in the Institutional milk business market thus in order to successfully conduct the

research the unbiased opinion of the above parties was desirable. Thus we conducted the

research as the representative of Britannia company and sometimes the representatives of the

other company like Amul or Paras in order to have an unbiased opinion of the concerned

persons and it worked to achieve our goal.

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5.1.2 Research Instrument: The research instrument was the structured questionnaire

formulated for the respondents. There were also the area maps.

5.1.3 Types of Question: The second important aspect in the designing a question is to decide

which types of question are to be used. Question can be classified in various ways

.Questionnaire contains following type information-1. Open-ended question2. Dichotomous

question3. Multiple-choice Question. Both the questionnaire consists of all three types of

question. Mostly all questions are multiple type questions. Dichotomous question are few in

number.There is only one open-ended type question.

Questionnaire for consumers:

QUESTIONNAIRE:- Name of the shop: __________________________________________________ Retailer Name: ____________________________________________________ Address: __________________________________________________________ 1) Do you know about Britanna ?

Yes No 2) What are the products of Britannia you use very frequently? Dairy Products Cheese Milk Powder Dahi Milk Butter Butter Milk 3) Do you get the Britannia Dairy Products when required?

Yes No

4) Which brand’s Dairy Products do you like most? Amul Mother Dairy Britannia Nestle Other(Specify)…………………….. 5) How is the taste of Britannia Dairy Products? Poor Satisfactory Excellent 6) What about the price of BritanniaDairy Products? Low Average High 7) How is the packing of Britannia Dairy Products? Poor Good Excellent

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8. Give your ratings to following attributes of Britannia Dairy Products. Very good Good Average Bad Very bad Quality Brand image Availability Packaging Price

12. Any suggestion about Britannia milk:

13. Do you stock Britannia Dairy Products? a) Yes b) No

5.1.4 Phrasing of Question: In questionnaire, I try to phrase the question in logical way. For

example I arrange question in sequence as personal information, awareness data, usage data,

and finally related to reason and satisfaction.

5.1.5 Sampling Plan:

Sample Size: The sample size was as of 193 Institutions which includes Hospitals, Hotels and

restaurants, Schools and colleges, NGOs, Offices and Companies etc.

Sampling Technique: A stratified sampling technique was used. A different Stratum for

different type of respondent within every stratum the respondents was selected as per

convenience basis.

5.1.6 Method of Survey:

Personal Interview: It is direct form of investigation, involving face-to-face communication

with free feedback information. It offers a sense of participation. It is more flexible form of

data collection. Use of unstructured, open-end questions is possible. Rate of refusal is low.

Depth interview is possible. Complex questions can beasked. The interview can have questions

to secure more information. Observation approach can be combined to verify age, income,

status, standard information. Visual aids in the form of catalogues samples etc. can be used to

get views, opinions, and attitudes of responding Institution

|

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OBSERVATIONS AND FINDINGS

In Institutional Users: (sweet shops, restaurants, hotels, canteens, Offices, Hospitals etc) –

• The awareness level of Britannia dairy Products.in bulk users is around 90% but only 30%

are using Mother dairy milk.

• The preference of purchasing milk by the bulk users is mainly quality, price and timely

availability. The reasons for not using by the bulk users are :

1. Higher price that is not meeting the competitors rate as bulk user are very price sensitive.

Other dairies are providing higher margin.

2. In case of canteens contract some of them prefer credit purchasing which is against

company’s norms and policies.

70

36

9

115

2732

0

59

90 0

9

0

20

40

60

80

100

120

140

Chandigarh Mohali Zirakpur Total

Customer Targeted Rate

Intesested Not Interested Complicated

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CONCLUSION:

Concluding observations The final outcome of the project is that the parameters which hinder the

sale of Dairy are Price, Quality, Service and Taste. Milk market is a totally unpredictable

market and the organisation should be over-cautious of any complaints that come into milk as

it includes the sentiments of a mother for her kid and she would not prefer to give anything to

her kid for which she is not100% satisfied. So the company should take every step possible to

contain these problems which in some way or the other affects the sale of Mother Dairy and

its retailers.

Limitations of the study Since the study is done in only region of Chandigarh Mohali , Zirakpur,these results cannot

be generalised on whole North region basis. Shopkeepers also tend to hide some facts

and figures due to some reasons which can

hinder the resultswe get from this survey. Still a lot can be done to make the whole system

efficient.

Further scope of study

The findings we got from this project will be of great help for the company as these findings

will help the organisation for improving their system as well as Dairy

59%

13%

7%

5%

16%

Competitors

Amul

Nestle

Gowardhan

Local

Britannia

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SUGGESTION AND RECOMMENDATIONS:

Britannia can cut costs for some period of time followed immediately by strong

advertising. As we have seen during the research that most of institutions give most

preference to the margin provided to them on milk products .As the quality and taste

and availability of Britannia dairy Products. Britannia dairy Products are best in market

and local Dairy give companies good margin to them, Price remains the main criteria

of institutional Dairy sales.

Can start schemes like cash prizes or foreign trips on scratching the barcode on the

packet

Locate the institutions using competitor’s and provide them attractive offers to increase

the market share so that at least the big competitors will not try to expand.

Mergers and Acquisition in the Dairy industry with local players help the company in

. increasing its distribution network and Market share

Efficiency in distribution

Remove communication barriers and misconceptions between the Institutions and

distributors by effective communication with institutions time to time

38

BIBLIOGRAPHY

BOOKS

AUTHOR PHILIP KOTLER

TITLE MARKETING MANAGEMENT

PLACE OF PUBLICATION PRENTICE HALL OF INDIA LTD.

NEW DELHI

MAGAZINE

AUTHOR MURTHY E.N.

TITLE ANALYST

INTERNET

NAME OF SITE WWW.BRITANNIA.CO.in

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