A STUDY ON THE

CUSTOMER’S PERCEPTION OF BRITTANIA

THIS RESEARCH PAPER PRESENTED BY:

MR. SAHIL TAMBITKAR

MR. SUJAL MAKARE

MR. SUYASH PANMAND

MR. VIJAY GAVHANE

MR. SUJAL MULE

SYBMS (MARKETING & HR)

ROLL NO.252,230,225,165,178

UNDER THE GUIDANCE OF

ASST PROF. DR. URMILA SHETVE

 INDEX

SR NO. TITLE PAGE NO

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 ABSTRACT

Customer perception is the opinions, feelings, and beliefs customers have about your brand.
It plays an important role in building customer loyalty and retention as well as brand
reputation and awareness. Customer perception is influenced by both direct and indirect
interactions with your business. Factors such as social media, online reviews, pricing,
quality, influencers, and CX all affect consumer perception. You can control certain
elements, including the quality of your product or service, the prices, and the customer
experience. But you can’t control others like reviews and social media posts. Customer
perception is important because it impacts a business’s bottom line. Say a customer
becomes so frustrated with your brand that they decide to end their subscription with your
business. You might think it’s a small loss—just a single subscription—but that churn
represents much more value. That buyer might have gone for an upsell or cross-sell, or they
may have remained a loyal customer and told their friends to buy your product.

“Regardless of their actual experience, customer perception is all about how the customer
feels about your brand and their interactions with you,” explains Sam Chandler, senior
manager of customer success at Zendesk.

1.INTRODUCTION

Fast-Moving Consumer Goods (FMCG), or Consumer Packaged Goods (CPG), are

products sold quickly and at a relatively low cost. The FMCG industry is characterized by
high-volume sales, quick inventory turnover, and various products catering to consumer
needs. These goods include essential everyday items such as food and beverages, toiletries,
cleaning supplies, and other low-cost household items. The FMCG industry is a vital
component of the global economy, contributing significantly to a country's Gross Domestic
Product (GDP) and job creation. As a major driver of consumer spending, FMCG plays an
essential role in various aspects of the economy, such as the retail and distribution sectors,
generating demand for a range of products and services. The growth of the FMCG industry
is closely tied to population growth, urbanization, and rising disposable incomes sector is
a crucial indicator of a country's overall economic health.
INTRODUCTION TO BRITTANIA COMPANY

Britannia Industries Limited is an Indian multinational FMCG company specialized in the

food industry, part of the Wadia Group headed by Nusli Wadia. Founded in 1892 and
headquartered in Kolkata, it is one of India's oldest existing companies and best known for
its biscuit products. The company sells biscuits, breads and dairy products throughout India
and abroad.[3] Beginning with the circumstances of its takeover by the Wadia Group in
the early 1990s, the company has been mired in several controversies connected to its
management. However, it still has a large market share and it is profitable.

Britannia is a brand which many generations of Indians have grown up with and is
cherished and loved in India and the world over. Brand Britannia is listed amongst the most
trusted, valuable and popular brands in various surveys conducted by prestigious
organizations. The products of the Company are exported across the world, which include
Gulf Cooperation Council Countries (GCC), African Countries and American Countries.
Its subsidiaries include Manna Foods Private Limited and International Bakery Products
Limited.

As explained by a spokesperson of Britannia, Britannia's new logo signifies, "rebranding

as the Total Foods Company from now on with the expansion of its offerings in both
healthy and indulgent products. The wings of a bird signify freedom to choose, whenever
and wherever you want to enjoy your food.

Britannia Industry was founded in 1892 by a group of British businessmen with an

investment of ₹295. Initially, biscuits were manufactured in a small house in central
Kolkata. The company operates in two business segments, namely, bakery products and
dairy products. The company derives ~95% of its revenue from the biscuits segment while,
~5% of its total sales coming from non-biscuits category (dairy) and International market.

The company’s Dairy business contributes close to 5 per cent of revenue and Britannia
dairy products directly reach 100,000 outlets. Britannia Bread is the largest brand in the
organized bread market with an annual turnover of over 1 lac tons in volume and Rs.450
crores in value. The business operates with 13 factories and 4 franchisees selling close to
1 mn loaves daily across more than 100 cities and towns of India.
HISTORY OF BRITTANIA

1918 - The Company was born on 21st March of the year 1918 as a public limited company.

1921 - Britannia 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.

1924 - A new factory was established in the year 1924 in Mumbai. In the same year the
Company became a subsidiary of Peek Frean & Company Limited UK, a leading biscuit
manufacturing company and further strengthened its position by expanding the factories at
Calcutta and Mumbai.

1952 - The Kolkata factory was shifted from Dum Dum to spacious grounds at Taratola
Road in the suburbs of Kolkata. During the same year automatic plants were installed in
Calcutta.

1954 - The automatic plants were installed in Mumbai plant also in the same year the
development of high quality sliced and wrapped bread in India was initiated by the
company and was first manufactured at Delhi.

1965 - A new bread bakery was set up at Delhi in the year 1965.

1975 - Britannia Biscuit Company takes over biscuit distribution from Parry's during the
year 1975.

1976 - The company had introduced Britannia bread in Calcutta and Chennai.

1978 - The company made Public issue, in that Indian shareholding crossed 60%.

1979 - The Company redefined itself from Britannia Biscuit Company Limited to Britannia
Industries Limited.

Fast forward to Current Status, 2021 - Britannia is one of India's oldest existing companies.
It is now part of the Wadia Group headed by Nusli Wadia. Britannia's revenue stood at
11,878.95 crores INR (US$1.7 billion) in 2020.
The mission statement of Britannia says, "To improve the financial health of our members
and customers by satisfying their evolving borrowing, investment and housing needs."

Britannia - Revenue and Growth

Between 1998 and 2001, the company's sales grew at a compound annual rate of 16%
against the market, and operating profits reached 18%. Presently, the company has been
growing at 27% a year, compared to the industry's growth rate of 20%. At present, 90% of
Britannia's annual revenue of Rs 22 billion comes from biscuits.

BRITANNIA MISSION VISION & VALUES :

MISSION
Britannia's mission is to provide financial services with the traditional
banking values of quality services and knowledge of its clients, thus creating
a new standard in the delivery of financial solutions.

VISION
to be a Responsible Total Foods Company, serving products that brim with
exciting goodness, through the day. We do that by working together as a
creative, energetic and passionate team.

VALUEs
 Respect
 Integrity
 Dignity
 Fairness
 Strong Moral And Ethical Principles
 Passion Of Learning
 Leadership
 BRITTANNIA PRODUCTS & SERVICES

1. Biscuits:

 Good Day: Description: Known for its buttery texture and range of flavors like
butter, cashew, almond, and chocolate chip.

Key Features: Individually wrapped, suitable for various occasions, and popular
for its taste.

 Marie Gold; Description: A classic tea-time biscuit with a mild, crispy texture.

Key Features: Versatile, often consumed with tea or as a light snack.

 Treat: Description: Sandwich biscuits filled with cream, available in flavors

like strawberry, orange, and chocolate.

Key Features: Appeals to consumers seeking a creamy, indulgent snack.

 50-50:Description: Sweet and salty biscuits, offering a unique taste

combination.

Key Features: A popular choice for those who enjoy the contrast of flavors.

 NutriChoice: Description: Health-oriented biscuits including digestive, oats,

and sugar-free variants.

Key Features: Catering to health-conscious consumers, these biscuits offer

nutritional benefits.

2. Dairy Products:

 Cheese: Description: Varieties include slices and blocks suitable for

sandwiches, snacks, or cooking.

Key Features: Versatile, offering multiple options for culinary use.

 Milk: Description: Various types of milk including flavored and toned variants.

Key Features: Provides different options to cater to diverse consumer

preferences.

 Butter: Description: Regular and flavored butter variants for cooking and
spreading.

Key Features: Adds taste and richness to dishes, available in different flavors.

 Dairy Whiteners: Description: Products suitable for coffee and tea, offering a
creamy taste.

Key Features: Convenient alternatives for enhancing hot beverages.

3. Cakes and Rusk:

 Cakes : Description: Assorted cakes such as fruit cake, chocolate cake, and
plum cake.

Key Features: Ideal for celebrations or as dessert options.

 Rusk: Description: Toasted bread products available in various flavors.

Key Features: Often consumed with tea or coffee, offering a crunchy texture.

4. Snacks:

 Time Pass: Description: Snack-time offerings including cream wafers and

other snack items.

Key Features: Convenient and enjoyable snacks for leisure moments.

5. Bread and Bakery Products:

 Breads: Description: Includes brown bread, white bread, and multigrain bread.

Key Features: Varied options catering to different tastes and health preferences.
 Croissants and Buns:Description: Assorted baked products suitable for
breakfast or snacks.Key Features: Offers options for quick meals or as
accompaniments.

Services:

1. Distribution Network:

Description: Extensive distribution channels ensuring products are widely

available.

Key Features: Ensures accessibility across diverse geographic areas.

2. Quality Assurance:

Description: Stringent quality control measures ensuring consistency and

reliability.

Key Features: Maintains brand trust and customer satisfaction.

3. Innovation:

Description: Constant introduction of new products aligned with evolving

consumer preferences.

Key Features: Shows adaptability and responsiveness to market trends.