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Marketing strategies of Britannia

BBA (Savitribai Phule Pune University)

Studocu is not sponsored or endorsed by any college or university

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PROJECT REPORT

ON

“BRITANNIA BISCUITS-A MARKETING STRATEGY”

REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT

FOR THE AWARD OF THE DEGREE OF BBA BATCH (2021-22)

SUBMITTED BY:

CHETAN PRAKASH AHER

UNDER THE GUIDANCE OF

PROF. MRS.SONAL PUROHIT

MAHATMA GANDHI VIDYAMANDIR’S PANCHAVATI COLLEGE

OF MANAGEMENT & COMPUTER SCIENCE PANCHAVATI

NASHIK-03

Affiliated to Savitribai Phule Pune University, Pune

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MGV’S
Pachavati collage of management and computer science,
panchavati, nashik -422003

CERTIFICATE

Certified that the project report entitled “BRITANNIAN BISCUITS-A

MARKETING STRATEGY” with special reference to 150 retailers Shop in nashik
Has been successfully completed by CHETAN PRAKASH AHER as the partial
fulfillment of Bachelor of Business Administration (B.B.A) under the Savitribai
Phule Pune University during the academic year 2021-22.

The work has been assessed by us and we are satisfied that the same is up to standard
envisaged for the same for the level of the course. And that the said work may be
presented to the external examiner.

External Examiner Internal Examiner H.O.D

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ACKNOWLEDGEMENT

It is a great pleasure to me in acknowledging my deep sense of gratitude to all

those who have helped me in completing this project successfully.

First of all I would like to thank Pune University, Pune for providing me an
opportunity to undertake a project as a partly fulfilment of BBA degree.

I would like to thank our Head of Department and my project guide

Prof.MRS. SONAL PUROHIT ma’am whose valuable guidance and
encouragement at every phase of the project has help to prepare this project
successfully.

Finally, I would like to express my sincere thanks to my family, all the

faculties, office staff, and library staff of Panchavati College of management and
Computer Science, Nashik and friends who helped in some or other way in making
this project.

Place ; Nashik Chetan Prakash aher

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Date; / / BBA (Marketing)

CERTIFICATE

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This is to certify that the project titled “BRITANNIA BISCUITSMARKETING

STRATEGY”” is an academic work done by Chetan Prakash Aher submitted in
the partial fulfillment of the requirement for the award of the degree of Bachelor
Of Business Administration from 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/her in the project has not been
submitted earlier.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 can’t 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

CHAPTER-1 INTRODUCTION

1.1OVERVIEW OF INDUSTRY AS A WHOLE.………....................….1

CHAPTER -2 PROFILE OF ORGANIZATION

2.1 PROFILE OF THE ORGANIZATION……………………………2-3

2.2 BRITANNIA IN OVERSEAS………………………………………..4
2.3 PRODUCT LINE…………………………………………………5-19

2.4 COMPETITION INFORMATION…………………………...…20-21

CHAPTER-3 RESEARCH AND METHODOLOGY

3,1 OBJECTIVE…………………………………………………………22
3.2 SCOPE OF THE STUDY……………………………………………22
3.3 METHODOLOGY……………………………………………….23-24

CHAPTER -4 CONCEPTUAL DISCUSSIONS

4.1 MARKET AND MARKETING STRATEG…………………………………..25-28
4.2 MARKETING MIX……………………………………………………………….29

CHAPTER -5 DATA ANALYSIS……………………………………..30-41

CHAPTER -6 FINDINGS AND ANALYYSIS……………………….42-43
CHAPTER -7 CONCLUSIONS & SUGGESTIONS………………...44-45
CHAPTER -8 LIMITATIONS OF THE STUDY………………………..46

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Bibliography……………………………………………………………….47

Annexure………………………………………………………………………………………………48-50

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CHAPTER -1 INTRODUCTION

1.1 INDUSTRY OVERVIEW

The consumer food industry mainly consists of ready-to-eat products or ready-to-cook

products such as pasta products, bakery products, biscuits, soft drinks; etc.Automatic
approval for FDI upto 51% has been introduced.

Bakery industry in India is probably the largest among the processed food industries,
the production of which has been steadily increasing in the country. The two major
bakery industries, viz., bread and biscuits account for almost 82% of the total bakery
products.

Biscuit industry in India in the organized sector produces around 60% of the total
production, the balance 40% being contributed by the unorganized bakeries.The major
Brands of biscuits are- Britannia, Parle Bakeman, Priya Gold, Elite, Cremica, Dukes,
Anupam and Horlicks.

India Biscuits Industry is the largest among all the food industries and has a turnover
of around Rs.3000 crores. India is known to be the second largest manufacturer of
biscuits, the first being USA. It is classified under two sectors: organized and
unorganized. Bread and biscuits are the major part of the bakery industry and covers
around 80 percent of the total bakery products in India. Biscuits stand at a higher
value and production level than bread. This belongs to the unorganized sector of the
bakery Industry and covers over 70% of the total production.

India Biscuits Industry came into limelight and started gaining a sound status in the
bakery industry in the later part of 20th century when the urbanized society called for
readymade food products at a tenable cost. Biscuits were assumed as sickman's diet in
earlier days. Now, it has become one of the most loved fast food product for every
age group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at
cost. States that have the larger intake of biscuits are Maharashtra, West Bengal,
Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the
most industrially developed states, hold the maximum amount of consumption of
biscuits.

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CHAPTER -2 PROFILE OF ORGANIZATION

2.1 PROFIT OF THE ORGANISATION

Britannia Industries Ltd. was started way back in 1892 with an investment of Rs. 295.
Initially, biscuits were manufactured in a small house in central Kolkata. Later, the
business was acquired by the Gupta brothers and operated under the name of V.S.
Brothers. In 1918, C H Holmes, an English businessman in Kolkata was taken as a
partner and The Britannia Biscuit Company Limited (BBCo) was launched. The
Mumbai factory was setup in 1924 and Peak Freans, UK acquired a controlling
interest in BBCo. Biscuits were in big demand during World War II, which gave a
fillip to the company’s sales. The company name was changed to the current Britannia
Industries Limited in 1979. In 1982 Nabisco Brands Inc., USA became a major
foreign shareholder.

Kerala businessman K. Rajan Pillai secured control of the group in the late 1980s,
becoming known in India as the 'Biscuit King'. In 1993, the Wadia Group acquired a
stake in ABIL, UK and became an equal partner with Groupe Danone in Britannia
Industries Limited.

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 One of India’s best known brands
and also one of the most admired Food Brands in the country.

Britannia Industries (BIL), is one of the leading producer of biscuits and other bakery
products. BIL, has a major advantage of the interest taken by the French collaborator
Groupe Danone which is one of the leading players in bakery products business and is
holding 22% stake. Other partner is Nulsi Wadia group which is one of the leading
industrial houses in the country.

Britannia Industries Limited is an Indian company based in Kolkata that is famous for
its Britannia and Tiger brands of biscuit, which are highly recognized throughout the
country.

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The company has an extensive portfolio of top selling food brands. Britannia produces
and distributes premium brands such as 50:50, Good Day, Little Hearts, Milk Bikis,
MarieGold, Maska Chaska, NutriChoice, Pure Magic, Treat, and Tiger. A strong brand
portfolio facilitates customer recall and enhances Britannia’s market penetration
capabilities.

It mainly caters to the premium segment. With the launch of Tiger brand, it has taken
a plunge in the low-end category, taking competition head on with Parle which is the
leader in this segment. The company has also diversified within dairy and bakery
products to enter the butter, cheese and ghee markets. The company added two new
products -- Sweet Lassi and Milkman Cold Coffee -- to its existing dairy-based drinks
portfolio which includes the `ZipSip' brand of flavored milk.

They are the only Indian biscuit company with a presence across all segments, from

Glucose, Salted, Arrowroot and Premium Cream Biscuits. Biscuits contribute 84% of
Britannia's total turnover. Other products include bread (6 per cent) and cakes (2 per
cent). Britannia diversified into dairy products in 1997 with processed cheese and
dairy whitener. The portfolio was expanded with the launch of butter, pure, flavoured
milk in tetrapacks and UHT milk. Dairy products account for 8 per cent of the
company’s total turnover. Over the years, Britannia has trimmed down its wide
product portfolio and focussed on value-added instead of low-margin products. The
company divested a range of unrelated business interests in soyabean extraction,
edible oils, export of cashewnuts and shrimp, granites and software. The company
rationalized its products portfolio by reducing the products from 35 to around 25.

Britannia has share of 20 per cent in the biscuit market. In the organized biscuit
market, the market share is higher at 40 per cent. The company claims a share of 33
per cent of the organised cheese market and 15 per cent of the milk powder.

The Britannia's fame is largely acknowledged through the colourful Britannia logos
that Indian cricketers such as Virender Sehwag and Rahul Dravid wear on their bats.

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2.2 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 brand Nutro, which is a leading biscuit brand in
the Middle East.

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 people anywhere, everyday…

Products manufactured in Sri Lanka include the most popular Milk Bikis, Milk Cream
Smileys, Vita Marie Gold, Creams and Cookies.

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2.3 PRODUCT LINE

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.

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!

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TREAT (JIMJAM)

As a move 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 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 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 LELO. This unique and never before product is
guaranteed to double the masti and double the fun that you have with Treat.

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Treat Choco Gelo has been launched nationally in August, 2007 and is available at an
attractive price of just Rs.5/-

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.

ROZ BADHO.

That’s something every mother would wish for her child! Britannia Tiger has
recognized this and has created biscuits which are high in nutrition, and great in taste

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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 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.
You can grab your very own Nano Pack or a Pocket Pack. The Hangout Pack is just
right for chilling with friends. Take along a Party Pack for... yes, a party! And the Gift
Pack will surely win you a few brownie points!

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CRACKERS (50-50)

What happens when you mix two completely opposite flavors together? You get the
lip-smacking and iconic Britannia 5050 Sweet & Salty biscuit – a biscuit that is
deliciously sweet and scrumptiously salty. Launched in 1993, 5050's dual flavored
appeal soon made it a household name, while its whacky and unforgettable ads,
including the iconic and much loved "Na re nana 5050" ad campaign only added to
its growing popularity amongst the youth

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.

Britannia believe that there is a whacky side to everyone - sometimes hidden, at other
times overt. And this is what we celebrate with our brands 5050, Maska Chaska, Time
Pass & Top. With products which can well be called differentiated, in the world of
sweet biscuits, these brands have carved out a special place in the minds of consumers
across the country.

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MARIEGOLD

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' 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 has become generic, Britannia Marie Gold has
maintained its stronghold. Today, the

CHEERS TO HEALTH AT TEA TIME!

Tea times are incomplete without a packet of Britannia Marie biscuits. As today’s
woman packs in more each day while caring for her family, these low fat and zero
cholesterol biscuits are her tea time mates. By dipping a Marie Gold into a piping hot
cup of tea, a special moment of vitality is savoured.

WHOLE WHEAT VITA MARIE GOLD

Made with 100% wholewheat, these biscuits are

enriched with high fibre content. It aims to nourish the
housewives who are nothing less than an everyday
athlete.

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VITA MARIE GOLD

With 58% cereal, Milk Protein and 10 essential

Vitamins, Vita MarieGold is fully loaded for the woman
with a fully loaded life.

MILK BIKIS CREAM

Kids may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has been
trusted 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
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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PARTNER IN NOURISHMENT, PARTNER IN FUN!

Every mother today plays the dual role of being a nourisher and a fun friend. Britannia
Milk Bikis dons the same dual role, like the mother.

Milk Bikis Milk Cream biscuit is loaded with essential nutrients, iron, vital vitamins,
iodine and the goodness of milk, making it the perfect everyday snack for your child.
Every delicious bite helps in the mental and physical development of growing kids, and
promises to bring a smile to their little faces!

NUTRICHOICE

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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

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.

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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 .

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 over early morning exercise, or eating unappetizing foods over that extra
oildripping 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.

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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,
while each 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.

LITTLE HEARTS

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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.

BREAK SOME HEARTS

Hearts are so typically associated with love and romance, but is it really? Britannia
Little Hearts encourages you to break a ‘Little Heart’ and break away from all the
clichés. This is the time to try something new and unexpected. After all what is life
without a little mischief? Go ahead #BreakSomeHearts and have some fun.

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NICE TIME

the Nice Time biscuit has inspired a long line of imitations since it was first
introduced by us. Crunchy, sugary, sweet and oh-so-delectable – India instantly fell in
love with this crisp biscuit sprinkled with delightful sugar crystals.

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 Nice Time has managed to create a loyal franchise for itself and is
a strong brand loved by people of all ages.

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PURE MAGIC

Britannia Pure Magic is more than a biscuit - it is fine chocolate artistry

from Britannia (India). A unique product that brings together smooth choco and crispy
biscuits to create the perfect match.

PURE BLISS, PURE MAGIC.

Pure Magic is more than a biscuit - it is fine chocolate artistry.

THE PERFECT MATCH

A unique product that brings together smooth choco and cripsy biscuit to create the
perfect match

Smooth Gooey Vanilla Whip nestled between Crisp

Chocolaty biscuits. Wisps of Vanilla Crème, set in
bittersweet chocolate. A classic among our
indulgences.

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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.

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'.

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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)

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)

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2.4 COMPETITION INFORMATION

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.

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PARLE
Parle Products has been India's largest manufacturer of biscuits and confectionery for
almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of
other very popular brands, the Parle name symbolizes quality, nutrition and great taste.
With a reach spanning even to the remotest villages of India, the company has
definitely come a very long way since its inception.

Many of the Parle products - biscuits or confectioneries, are market leaders in their
category and have won acclaim at the Monde Selection, since 1971. With a 32% share
of the total biscuit market and a 15% share of the total confectionary market in India,
Parle has grown to become a multi-million dollar company. While to the consumers
it's a beacon of faith and trust, competitors look upon Parle as an example of
marketing brilliance.

ITC

In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of
Glucose, Marie and Cream Biscuits. Sunfeast’s brand essence, “Spread the Smile”
connotes happiness, contentment,satisfaction and pleasure. The mascot Sunny
reinforces the emotional aspects of the brand. In a span of 6 years Sunfeast has
launched many new varieties and has its presence in almost all types of biscuit
categories.

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CHAPTER-3 RESEARCH METHODOLOGY

3.1 OBJECTIVES

 To analyze the Marketing Strategies adopted by BRITTANIA


 To understand the Brand performance of all BRITTANIA products.
 To study the Sources of Brand equity of BRITTANIA like Brand awareness,
Brand Image.
 To know the feedback of customers regarding the services which are being
provided by the company.
 To understand the importance of client relationship.
 To understand customer satisfaction regarding the products offered by the
company.
 To find out the problems faced by customer.
 To know the Advertising Strategies towards the after sales service offers by
Britannia.

3.2 SCOPE OF THE STUDY

The scope of the project is to analyze the marketing strategies of Britannia and to
understand the market share and growth of coca cola company in India and also in
other countries. We can understand the competitors as well as about the product

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offered by Britannia. The strengths and weaknesses of Britannia company is displayed

in this project.

Britannia’s mission and values which it wants to achieve in the coming years can be
easily analyzed through this project. This Project also focuses on the objectives such
as marketing mix and positioning of the products of the company

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3.3 METHODOLOGY

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

wellorganized 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 Research design:

Research 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 buyer’s 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.

Data collection methods:

 Data can be obtained from primary or secondary sources. Primary data refer to
information obtained by the researcher on the variables of interest for specific purpose
of the study. Secondary data refer to information gathered from sources already
existing, while discussing literature survey. Some of the examples of secondary data
are company records or archives, government publications, industry analysis offered
by the media, websites, the Internet, and so on. In some cases, the environment or
particular settings and events may themselves be sources of data, as for example,
studying the layout of a plant. Considering the research problem and research methods
defined, only secondary data was collected in this research.

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 Secondary Data – Secondary data are indispensible for most organizational research.
Secondary data refer to information gathered by someone other than the researcher
conducting the current study. Such data can be internal or external to the organization
and accessed through the internet or perusal of recorded or published information.
Secondary data can be used, among other things, for forecasting sales by constructing
models based on past sales figures, and through extrapolation. There are several
sources of secondary data, including books and priodicals, Govt. publications of
economic indicators, census data, statistical abstracts, and data bases the media,
annual reports of companies, etc. Case studies and other archival records sources of
secondary data provide a lot of information for research and problem solving. Such
data are, as we have seen, mostly qualitative in nature. Also included in secondary
sources are schedules maintained for or by key personnel in organizations, the desk
calendar or executive, and speeches delivered by them. Much of such internal data,
though, could be proprietary and not accessible to all.

 The advantage of seeking secondary data sources is savings in time and costs of
acquiring information. However secondary data as the sole source of information as
the drawback of becoming obsolete, and not meeting the specific needs of a particular
situation or setting. Hence, it is important to refer to sources that offer current and up
to date information.

 Secondary data in this research was collected through various forms, company’s
profile, websites and various literature studies.

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CHAPTER 4 CONCEPTUAL DISCUSSION

4.1 MARKET & MARKETING STRATEGY

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 segmentation

2. Positioning

3. Product

4. Price

5. Place

6. Promotion

7. Research and development

8. Marketing research

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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 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 it’s 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.

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5. Place: - This plays a major role in the entire marketing system. The company
emphasizes 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 for location convenience.

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:

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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 Britannia’s 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
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.

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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 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.

4.2 MARKETING MIX

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CHAPTER-5 DATA ANALYSIS

1. WHAT IS YOUR AGE GROUP?

Interpretation: The above pie chart depicts that the main consumers are aged between
030 years.

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2. WHAT IS YOUR OCCUPATION?

Interpretation: The above bar graph shows that students are the main customerthe
company.

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3. HOW OFTEN DO YOU USE BRITANNIA PRODUCTS?

Interpretation: The above information shows that Britannia’s products are used by
customers on a regular basis.

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4. IF NOT BRITANNIA WHICH OTHER COMPANY’S PRODUCTS YOU

LIKE THEMOST?

Interpretation: The main competitor of Britannia is Parle.

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5. WHICH BRITANNIA PRODUCT DO YOU PREFER THE MOST?

Interpretation: The biscuits are the main products used by the customers among all
the products offered by Britannia.

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6. HOW DO YOU GET TO KNOW ABOUT THE BRITANNIA

PRODUCTS?

Interpretation: The main mode of advertisement is T.V. Majority of the respondents

get to know about the products through television.

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7. DO YOU THINK ABOUT THE PRICE CHARGED BY BRITANNIA?

Interpretation: Majority of the respondents feel that the products are fairly

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8. ARE YOU SATISFIED WITH THE RANGE OF THE PRODUCTS

OFFERED BYBRITANNIA?

Interpretation: The respondents were satisfied with the range of products offered by
Britannia.

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9. DOES THE PACKAGING OF THE BRITANNIA PRODUCT

INFLUENCE YOURPURCHASE?

Interpretation: The above information makes it clear that packaging place a very
important role in the buying behavior.

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10. WHAT ATTRACTS YOU THE MOST IN BRITANNIA PRODUCTS?

Interpretation: The above pie chart shows that the respondents chose Britannia for its
taste and quality.

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11. WHERE DO YOU BUY BRITANNIA PRODUCTS FROM?

Interpretation: Majority of the consumers buy the products from organized retail
stores.

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12. DOES THE DISCOUNT OFFERED ON THE PRODUCTS

INFLUENCES YOURDECISIONS TO BUY?

Interpretation: The above information shows that discounts play an important role in
the buying decision.

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CHAPTER -6 FINDINGS AND ANALYSIS

FINDINGS

 In this project I calculate some ratios; these ratios are very useful to interpret
financial position of the company. From that it is clear that the Britannia and
Cadbury india Ltd are in advanced stage. From the ratios calculated above
following conclusions can be drawn.

 The gross profit earned by the both the companies are declining every year. From
2006 to 2010, it is fluctuating a lot which is due to failure in managing purchases,
production, sales and inventory or loses control over direct costs of labor, fuel,
freights etc.

 Operating ratio of Britannia going down from 2006 to 2010 which is nothing but
due to certain reasons like low efficiency in managing the operations of the
company or low margin available to meet nonoperating expenses whereas as
compared to Cadbury the fluctuations are not much.

 The net profit is nothing but profit earned by the company after deducting interest
and taxes. The graph is showing that in Britannia from 2006 to 2010,the net profit
is declining which is due to inefficiency in managing its activities like trading,
production, financing and investment or unsatisfactory control over operating or
non operating costs whereas in Cadbury its rising from year year.

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SWOT ANALYSIS

Strength Weakness
 Fulfill one of our Basic Requirement  Decreases nutritional value
among Air , Water , Food, Shelter  Increases the cost of food product
 Widely accepted in all Generations  Industry and technology requires
 Easily available in various forms high investment
 Provide good Instant Remedy for  Regular usage of processed food can
hunger in the form of readymade cause alteration in health
food
 Preserves the non seasonal food and
makes it available all throughout the
year

Opportunities Threats
 Increase economy of India  Many companies are result oriented
 Generate employment opportunity  Increase in pollution
 Good quality of Goods  Sometimes provide poor quality of
 Provide competition to foreign product for more profit
companies  Lack of technology
 Improve living standard  Unable to utilize all the resources
 Provide goods to nation at cheaper efficiently
rate
 Inflow of foreign reserve and funds
for the govt.(taxes)

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CHAPTER -7 CONCLUSION AND

SUGGESTIONS

CONCLUSIONS

1. The main consumers of Britannia’s products are between the age group of 0-30 years

2. Students are the main customers of Britannia

3. Britannia is the most popular brand among its competitors followed by Parle

4. The television medium is the most important part of the advertising

5. Most customers feel that the products are fairly priced

6. The consumers are satisfied with range of the offered by Britannia

7. Britannia has developed a brand name for itself and consumers are happy with the
quality and taste of its products

8. The main channel through which the products are sold these days are the large scale
retail stores

9. Discount place an important in the buying behavior of the consumers

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SUGGESTIONS

• Major sales of Britannia are due to its biscuits so it should focus on creating a good
market share for its other products as well.
• Britannia should try and make certain products which attract the middle age groups as
well.
• Consumers are diet conscious in India so Britannia should introduce more sugar free
products to attract consumers.

• Marketing team should try to increase the availability of Britannia in rural areas.

• Company must make strategy to fight local confectioneries.

• Since customer’s expectations of this brand is high, company should take feedbacks
from the customers. It will increase the loyalty of customers towards this brand.

• Company representatives should visit the retailers and should make a long term
relationship with the retailer so that they can push the product.

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CHAPTER-8 LIMITATIONS OF THE STUDY

 Effect of extraneous factors.

 Time gap makes research irrelevant.
 Cost consideration.
 Problem of rapid change.
 Problem of trust and accuracy.
 It is not Problem solving technique but an aid to solve the problem.
 Subjective or biased result.
 He lack of experience in preparing the project report.

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BIBLIOGRAPHY

REFERENCE BOOKS:-

• Kotler Philip, Marketing Management , 13th edition , 2009,Pearson Education

• Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing

House Pvt. Ltd, New Delhi.

• Chabbra, T.N ,Marketing Management, 5th edition, 2009,

WEBSITE ;-

• http://www.britannia.co.in/companyoverview_overview.htm

• http://www.britannia.co.in/investerzone_bonus_financial.htm

• http://www.britannia.co.in/overseas.htm

• http://www.britannia.co.in/overview.htm

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ANNEXTURE

QUESTIONNAIRE

1. WHAT IS YOUR AGE GROUP?

a) 0-15 YRS
b) 15-30 YRS
c) 30-50 YRS
d) 50 YRS+

2. WHAT IS YOUR OCCUPATION?

a) STUDENT
b) SERVICE
c) BUSINESS
d) HOUSEMAKER
e) OTHER (please specify………………………)

3. HOW OFTEN DO YOU USE BRITANNIA PRODUCTS?

a) VERY OFTEN
b) SOMETIMES
c) RARELY
d) NEVER

4. IF NOT BRITANNIA WHICH OTHER COMPANY’S PRODUCTS YOU LIKE

THE MOST?
a) PARLE
b) PRIYAGOLD
c) ITC SUNFEAST
d) OTHER (please specify…………......................)

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5. WHICH BRITANNIA PRODUCT DO YOU PREFER THE MOST?

a) BISCUITS
b) BREAD
c) CAKES
d) DAIRY PRODUCTS (CHEESE/CURD)

6. HOW DO YOU GET TO KNOW ABOUT THE BRITANNIA PRODUCTS?

a) MAGAZINES
b) NEWSPAPERS
c) T.V
d) WORD OF MOUTH
e) OTHER (please specify……………………….)

7. DO YOU THINK ABOUT THE PRICE CHARGED BY BRITANNIA?

a) FAIRLY PRICED
b) OVERPRICED
c) UNDERPRICED

9. ARE YOU SATISFIED WITH THE RANGE OF THE PRODUCTS OFFERED BY

BRITANNIA?

a) YES
b) NO

10. DOES THE PACKAGING OF THE BRITANNIA PRODUCT INFLUENCE YOUR

PURCHASE?

a) YES
b) NO

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11. WHAT ATTRACTS YOU THE MOST IN BRITANNIA PRODUCTS?

a) BRAND NAME
b) TASTE & QUALITY
c) PRODUCTS OFFERED
d) PRICE
e) OTHER (please specify………...)

12. WHERE DO YOU BUY BRITANNIA PRODUCTS FROM?

a) GROCERY STORES
b) ROADSIDE VENDORS
c) ORGANISED RETAIL STORES
d) OTHER (please specify……………………..)

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