Minor 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 (2019-22)

SUBMITTED BY:
Azrudeen
BBA -6 SEM

UNDER THE GUIDANCE OF

Ms.Chakshu Gupta, Ms.Shalini Shrivastav V.G.I

VGI, Gautam Buddha Nagar

SESSION-(2019-22)
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 DECLARATION

This is to certify that the PDCS-III minor project titled “BRITANNIA BISCUITS-MARKETING
STRATEGY” is an academic work done by Ms.Shalini Shrivastav submitted in the partial fulfillment of the
requirements for the award of degree of Bachelor of Business Administration at V.G.I under my guidance and
direction.

Ms.Shalini Shrivastav has given an undertaking that the information presented in the project has not been
submitted earlier.

Ms.Chakshu Gupta, Ms.Shalini Shrivastav V.G.I

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 CERTIFICATE

This is to certify that the project titled “BRITANNIA BISCUITS- MARKETING STRATEGY”” is an
academic work done by “Azrudeen” submitted in the partial fulfillment of the requirement for the award of the
degree of Bachelor of Business Administration from V.G.I Campus, 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.

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 Acknowledgement

I take this opportunity to express my profound gratitude and deep regard to my guide Ms.Chakshu Gupta,
Ms.Shalini Shrivastav For her exemplary guidance, monitoring and constant encouragement throughout the
course of this project. The blessing, help and guidance given by (him/ her) from time to time shall carry me a
long way in the journey of life on which I am about to embark.

Azrudeen- BBA-6 SEM

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 TABLE OF CONTENTS
CHAPTER-1 INTRODUCTION
1.1 Overview of industry as a whole
6-7
1.2 Profile of the organization
8-19
1.3 Competition information
20-21
1.4 LIMITATIONS
21
1.5 SWOT analysis of the organization
22
CHAPTER -2 Research Methodology
2.1 OBJECTIVE
23
2.2 SCOPE OF THE STUDY
- 24
2.3 METHODOLOGY
24-26

CHAPTER -3 Conclusions & Suggestions

27-29

● Bibliography
● Annexure

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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 up to 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.

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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 the
USA. It is classified under two sectors: organized and unorganized. Bread and biscuits are the major
part of the bakery industry and cover 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's 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 to be a sickman's diet in earlier days. Now, it has become one of
the most loved fast food products 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.

1.2 PROFILE OF THE ORGANIZATION

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 set up in 1924 and Peek 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.

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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 producers 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 the bakery products business and is holding 22% stake. Another 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.

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 Page 3 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

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into dairy products in 1997 with processed cheese and dairy whitener. The portfolio was expanded
with the launch of butter, pure, flavored milk in tetra packs 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 cashew
nuts and shrimp, granites and software. The company rationalized its products portfolio by reducing
the products from 35 to around 25.
Britannia has a 20 per cent share of the biscuit market. In the organized biscuit market, the market
share is higher at 40 per cent. The company claims a share of 33 percent of the organized cheese
market and 15 percent of the milk powder.

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

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.

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

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companies are key regional players in the biscuits, wafers and cookies segment in the GCC markets
and export their products across the world.

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.

BOARD OF DIRECTORS

Name Designation
Mr. Nusli Neville Wadia Chairman
Ms. Vinita Bali Managing Director
Mr. A.K.Hirjee Director
Dr. Ajai Puri Director
Mr. Avijit Deb Director
Mr. Jeh N Wadia Director
Mr. Keki Dadiseth Director
Mr. Nimesh N Kampani Director
Mr. Pratap Khanna Director
Mr. S.S.Kelkar Director

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Founders
● Dr. N Balasubramanian
● Dr K.B Chandrashekhar
● Mr. Arjun Malhotra
● Prof. Jagdish Sheth
● Dr. Sridhar Mitta

PRODUCED 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.

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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 Endeavor, 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!

TIME PASS:

Before Time passed, Britannia's offering in the salted cracker

category was Snacks. Launched in 1999, Snacks was promoted as a tastier base for toppings through
edgy advertising. Then in late 2000, supported by aggressive advertising that featured the brand as a
perfect partner for time pass moments, Britannia Time pass was launched. The brand quickly became
a leader in Britannia's portfolio and, consequently, Snacks was revamped as a lighter product and

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renamed Britannia Time pass Classic Salted. To further the franchise of the Time pass brand, a
variant 'Nimkee' was introduced in the Eastern market in April 2003, and

then taken nationwide after a favorable response. Judging by its history, the resounding success of
Britannia Time pass will continue to grow.

LITTLE HEARTS:

Little Hearts was launched in 1993 and targeted the growing youth segment. A completely unique
product, it was the first time biscuits were retailed in pouch packs like potato wafers. The launch
message introduced a special taste experience that made the unlikeliest characters - like Dracula and
Frankenstein - melt. In 1997, the 'Direct Dil Se' campaign encouraged youngsters to openly express
their feelings. And in 2003, two variants called Little Hearts Chocolate and Little Hearts Sesame
were rolled out with a campaign "Dil sabka actually sweet hai". With Little Hearts, Britannia has
tasted the sweet taste of success.

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

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

daily dietary needs),

These delightfully tasty biscuits are amongst your healthiest bites of the day. In
your next visit to a shop just look out for its Golden-green international pack. In
2007, NutriChoice SugarOut was launched. NutriChoice SugarOut is the most
novel product range to have been introduced in the market. The product is not just
sweet but tastes great, and yet contains no added sugar. It is sweetened with
"Sucralose," derived from sugar, which provides the same sweetness as any other
biscuit, without the added calories of sugar.
This range is available in 3 delicious variants namely Lifetime, Chocolate Cream, and Orange
Cream, targeted towards all health sensitive people. It is also relevant for consumers with sugar-
related ailments.
We are confident that you will be pleasantly surprised with the great tasting and healthy range of
NutriChoice. Try one and you'll know that you've made one smart choice.

NutriChoice 5 Grain:

Most consumers believe that 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 oil dripping samosa. At the same time most of us agree that
good nutrition cannot come from one kind of food alone, but from a healthy combination / assortment
of several healthy ingredients put together. Britannia NutriChoice 5 Grain Biscuits are a perfect
answer to those looking for healthy eating options without as much making a compromise on taste,
convenience, or health.

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Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen healthy cereals
(Oats that help reduce bad cholesterol, Corn which promotes heart health, Ragi a good source of both
Calcium as well as Fiber, Rice low in fat, and Wheat that provides wholesome energy). These biscuits
are delicately sweetened with natural honey, and come in a unique large oval shape. It is this large
size and the healthy combination of the ingredients that make it an ideal hunger buster for those in-
between meals time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket meals packs, so
that one is never far away from pacifying hunger on the move. So whenever you miss

your breakfast, or succumb to those unhealthy evening snacks, you can relish the goodness of health
with Britannia NutriChoice 5 Grain biscuits.

NutriChoice Classic Lite Cracker - NutriChoice Crackers have for long been the healthy choice of
the discerning consumer. The popular NutriChoice Cream Cracker has
been improved to make it crispier and tastier and been rechristened as Nutrichoice Classic Lite
Cracker.

NutriChoice Nature Spice Cracker - Now there is more choice for the discerning cracker consumer.
NutriChoice Nature Spice Crackers are delicately sprinkled with the goodness of Ajwain and Jeera.
Ajwain's benefit with good digestion is legendary, 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 Trans Fats, artificial preservatives, colors and
flavors. They come in an international metalized packaging, which ensures that the biscuits retain
maximum freshness till the time they are opened.

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NICE TIME

Britannia Nice Time was the pioneer of sugar sprinkled biscuits in India. This unique product
managed to create such a strong consumer pull that soon there was a rush of pretender products in the
market, clearly indicative of the success of the concept. Today, Nice Time has a fan base

spread across India, and, particularly, East India, where its consumers have grown up with the brand.
Especially popular amongst children, Britannia Nice Time has managed to create a loyal franchise for
itself and is a strong brand loved by people of all ages.

DAIRY FRESH:

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Until 1958, there were no breads in the organized sector and bread consumption was a habit typified
by the British. Then, a mechanized bread unit was set up in Delhi with the name "Delbis'' which
produced sliced bread and packed it under the Britannia name. Thus, Britannia was not only the
pioneer, but also inculcated in the people of Delhi the habit of eating white sliced bread.

The Mumbai unit came up in 1963, and there again Britannia was the first branded bread in the city.
From a company offering 2 packs - the 400gm and the 800gm plain white sliced bread - Britannia has
evolved into a company offering 22 packs, catering to a variety of taste and price segments in the
bread consuming market. The last couple of years also saw the introduction of Whole Wheat Bread as
a part of "Eat Healthy, Think Better" credo.

Cakes:
Britannia entered the cake market in the year 1963 and is the top player in the market. Page 22
Britannia Cakes range is divinely scrumptious and has both Bar Cakes and CupCakes which

Were launched in 2005. Bar Cakes are available in variants that include Fruit, Butter Sponge,
Chocolate, Pineapple, Milk, Vanilla Chocolate and Orange. Apart from being delicious, these snacks
are packed with healthy ingredients making them wholesome & delightful. Britannia cupcakes come
in vanilla and orange flavors.

Rusks:
Britannia launched its rusks in the year 2005. In a Market full of unbranded players, Britannia rusks
have stood head and shoulders above the rest in terms of sheer quality .They are made from the finest
ingredients and baked with care as they are twice as crisper as and tastier than ordinary rusks. The
communication for this mouthwatering offering is aptly “Enliven your spirits with Britannia rusks

GIFTS:

Britannia brings you 'Shubh Kaamnayein' converting little moments of the festive season into
delightful memories.

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The magical time of year, is round the corner. Bring in this festive season rejoicing, and adding the
glitter and glamor 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, Butterscotch, 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 Center 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 Macaroon 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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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 confectionery 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.

1.3 COMPETITION INFORMATION

Generally all organizations have competitors in the market. A particular organization always has the
same business and according to market share we clarify the brand of the 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 a 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
consumers. In my provided area the share of the market is as follows.

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BRITANNIA 34.8%

PARLE-G 31.9%

ITC 8.6%

SURYA FOODS 8%

ANMOL BAKERS 4.2%

OTHERS 15.6%

ITC:
In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and
Cream Biscuits. Sunfeast’s brand essence, "Spreadthe 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.

1.4 LIMITATIONS:
● The secondary data collected might consist of manipulations, which might have given bias in
the result.
● The lack of experience in preparing the project report.
● Lack of time for completion of the project.

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1.5 SWOT ANALYSIS OF THE ORGANIZATION:

Strength: Weakness:

● Decreased nutritional value

● Fulfill one of our Basic Requirement among Air ,
● Increases the cost of food product
Water , Food, Shelter
● Industry and technology requires high
● Widely accepted in all Generations
investment
● Easily available in various forms
● Regular usage of processed food can cause
● Provide good Instant Remedy for hunger in the
alteration in health
form of readymade 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 product
● Provide competition to foreign for more profit

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 CHAPTER 2
RESEARCH
METHODOLOGY

2.1 OBJECTIVES
● To analyze the Marketing Strategies adopted by BRITANNIA.
● To understand the Brand performance of all BRITANNIA products.
● To study the Sources of Brand equity of BRITANNIA like Brand awareness, Brand Image. l

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2.2 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 offered by Britannia. The
strengths and weaknesses of the Britannia company are 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.

2.3 METHODOLOGY:
Research methodology is considered as the nerve of the project. Without a proper well
organized research plan, it is impossible to complete the project and reach any conclusion.
The project was based on the survey plan. The main objective of the survey was to collect
appropriate data, which worked as a base for drawing conclusions and getting results.

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.

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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 purposes 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.
Secondary Data –
❖ Secondary data is indispensable 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 periodicals, Govt. publications
of economic indicators, census data, statistical abstracts, and databases of 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 has 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.

25
 ❖ Secondary data in this research was collected through various forms, company’s profile,
websites and various literature studies

CHAPTER 3

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
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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 is important in the buying behavior of the consumers.

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.
● Companies must make strategies to fight local confectioneries.
● Since customer’s expectations of this brand are high, the company should take feedback 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.

BIBLIOGRAPHY

REFERENCE BOOKS:-
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 ● 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,

WEB:-
● 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

ANNEXURE
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

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

a. PARLE b. PRIYAGOLD c. ITC SUNFEAST d. OTHER (please

specify…………......................)

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

a. OVERPRICED b. UNDERPRICED c. FAIRLY PRICED

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

BRITANNIA?

a. YES b. NO

9. DOES THE PACKAGING OF THE BRITANNIA PRODUCT INFLUENCE YOUR

PURCHASE?

a. YES b. NO

10. WHAT ATTRACTS YOU THE MOST IN BRITANNIA PRODUCTS?

a. BRAND NAME b. TASTE & QUALITY c. PRODUCTS OFFERED d. PRICE e.

OTHER (please specify……………………..)

11. WHERE DO YOU BUY BRITANNIA PRODUCTS FROM?

a. GROCERY STORES b. ROADSIDE VENDORS c. ORGANIZED RETAIL STORES

d. OTHER (please specify……………………..)

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