MINOR PROJECT REPORT

ON

“PRICING STRATEGIES OF BRITANNIA CO.”

Submitted To: Submitted By:

Dr. Punam Ahlawat Shivani Arora

Assistant Professor 41114901716

Department Of Business Administration BBA Sec-A

MAHARAJA SURAJMAL INSTITUTE

C4, JANAKPURI, NEW DELHI

Affiliated To Guru Gobind Singh Indraprastha University, New Delhi

 DECLARATION

I hereby declare that the following documented project report titled “A study on PRICING

STRATEGIES in context of CONSUMER GOODS with reference to Britannia Co.” is an

original and authentic work done by me for the partial fulfillment of Bachelor of Business

Administration degree program. I hereby certify that all the endeavor put in the fulfillment of the

task are genuine and original to the best of my knowledge &I have not submitted it earlier

elsewhere.

Name of the student: SHIVANI ARORA

Course & shift: BBA (Sec-A), 3rd semester, 1ST SHIFT

Enrollment no: 41114901716

 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work “ Pricing strategies of Britannia Co.” made by

SHIVANI ARORA, BBA (GEN), 2ND Year, 41114901716 is an authentic work carried out by

him under the guidance and supervision of Dr. PUNAM AHLAWAT. The project report

submitted has been found satisfactory for the partial fulfillment of the degree of Bachelor of

Business Administration.

Signature
 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feelings towards my mentors who

graciously gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly approach. It
would have been difficult to achieve the result in such a short span of time without their help.

I deem it my duty to record my gratitude towards the project supervisor Dr. PUNAM
AHLAWAT who devoted her precious time to interact, guide and gave me the right approach to
accomplish the task and also helped me to enhance my knowledge and understanding of the
project.

Name of the student: SHIVANI ARORA

Enroll. No: 41114901716

Course: BBA (GEN)

Class: 3rd semester, 1st shift Signature

 TABLE OF CONTENT

CHAPTER PARTICULARS PAGE NO.

1. INTRODUCTION 1-4
 Objectives of the study
 Research methodology
 Limitations of the study

2. PROFLE OF THE ORGANISATION 5-23

3. DATA ANALYSIS AND INTERPRETITION 23-29

 Analysis of the problem under study

 Interpretation of the result
4. CONCLUSION AND RECOMMENDATION 30-36

5. ANNEXURE 37-40
 Bibliography
 Questionnaire
 CHAPTER 1
INTRODUCTION

1
 OBJECTIVES OF THE STUDY

 To find the consumer buyer behaviour of Britannia Products.

 To identify the awareness about Britannia Products available in the market.
 To find the reason for buying the products & their opinion about the Britannia Products.
 To identify the satisfaction level of the various factors of Britannia Products.

2
 RESEARCH METHODOLOGY

Achieving accuracy in any research requires in depth study regarding the subject. As the prime
objective of the project is to compare Britannia with the other competitors, the research
methodology adopted is basically based on secondary data.

Sources of secondary data:-

Used to obtain information on Britannia and its competitors history, current issues, policies,
procedures etc, wherever required through

 Internet
 magazines
 newspapers

3
 LIMITATIONS OF THE STUDY

Every project has limitation. It is wise to point them out instead of glossing over them.

This project also has some limitations, which are written below:-

 The time for the data was limited.

 Non-availability of the data
 Cost involved was very high.
 Accuracy of data is not assured.

///

4
 CHAPTER 2
PROFILE OF THE
ORGANISATION

5
The story of one of India's favorite brands reads almost like a fairy tale. Once upon a time, in
1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now
Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything but. By 1910, with the
advent of electricity, Britannia mechanised its operations, and in 1921, it became the first
company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing.
But, more importantly, Britannia was acquiring a reputation for quality and value. As a result,
during the tragic World War II, the Government reposed its trust in Britannia by contracting it to
supply large quantities of "service biscuits" to the armed forces.

As time moved on, the biscuit market continued to grow… and Britannia grew along with it. In
1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till
now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian
shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year,
Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years
later in 1983, it crossed the Rs. 100 crores revenue mark.

On the operations front, the company was making equally dynamic strides. In 1992, it celebrated
its Platinum Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy,
Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia
Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand
Britannia'.

Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food
brand of the country. It was equally recognised for its innovative approach to products and
marketing: the Lagaan Match was voted India's most successful promotional activity of the year
2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product
launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the
world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In
recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the

6
Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd
Most Trusted brand

Today, more than a century after those tentative first steps, Britannia's fairy tale is not only going
strong but blazing new standards, and that miniscule initial investment has grown by leaps and
bounds to crores of rupees in wealth for Britannia's shareholders. The company's offerings are
spread across the spectrum with products ranging from the healthy and economical Tiger biscuits
to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of
almost one-third of India's one billion population and a strong management at the helm means
Britannia will continue to dream big on its path of innovation and quality. And millions of
consumers will savour the results, happily ever after.

7
 HISTORY

The company was established in 1892, with an investment of Rs.295. Initially, biscuits were
manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the
Gupta brothers mainly Nalin Chandra Gupta, a renowned attorney, and operated under the name
of "V.S. Brothers." In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on 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 boost to the company’s sales. The company
name finally was changed to the current "Britannia Industries Limited" in 1979. In 1982 the
American company Nabisco Brands, Inc. became a major foreign shareholder.

The 'Biscuit King'

Kerala businessman RajanPillai 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 Associated Biscuits
International (ABIL), and became an equal partner with Group Danone in Britannia Industries
Limited.

In what The Economic Times referred to as one of [India's] most dramatic corporate sagas, Pillai
ceded control to Wadia and Danone after a bitter boardroom struggle, then fled his Singapore
base to India in 1995 after accusations of defrauding Britannia, and died the same year in Tihar
Jail.

Growth and profitability

Between 1998 and 2001, the company's sales grew at a compound annual rate of 16% against the
market, and operating profits reached 18%. More recently, 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.

8
SHAREHOLDING PATTERN

The Wadias' Kalabakan Investments and GroupeDanone had two equal joint venture companies,
Wadia BSN and UK registered Associated Biscuits International Holdings Ltd., which together
held a 51 per cent stake in Britannia. The ABIH tranche was acquired in 1992, while the
controlling stake held by Wadia BSN was acquired in 1995. It was agreed that, in case of a
deadlock between the partners, Danone was obliged to buy the Wadia BSN stake at a "fair
market value”. ABIH had a separate agreement signed in 1992 and was subject to British law.

Wadia was to be Danone's partner in the food and dairy business, and product launches from
GroupeDanone’s were expected but never materialized despite the JV being in existence for over
11 years in India. Under the 1995 joint venture agreement, Danone is prohibited from launching
food brands within India without the consent of the Wadias. In addition, the partners agreed there
would be the right of first refusal to buy out the remaining partner in the event of the other
wishing to sell its holding.

In May 2007, NusliWadia told the Ministry of Commerce and Industry that Danone invested in a
Bangalore-based bio nutrition company, Avesthagen, in October 2006 in violation of the
government's Press Note 1, 2005, which requires a foreign company to obtain the consent of its
Indian joint venture partner before pursuing an independent business in a similar area, including
joint ventures based purely on technical collaboration. Danone argued that Press Note 1 did not
apply to it as it did not have a formal technology transfer or trademark agreement with
Avesthagen, and that its 25% holding in Britannia was indirect. Wadia also filed a case in the
Bombay High Court for a breach of a non-competition clause in that connection. The court
ordered Danone not to alienate, encumber or sell shares of Avestagen.

In September 2007, the Foreign Investment Promotion Board of India rejected Danone's claims
that it did not need a non-compete waiver from the Wadias to enter into business in India alone.

9
 ORGANISATIONAL STRUCTURE
In October 2008, the company introduced its new tagline ‘ZINDAGI MEIN LIFE’

Name Designation

Mr. Nusli Neville Wadia Chairman

Mr. Varun Berry 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. Ness Neville Wadia Director

Mr. S.S. Kelkar Director

Ms. Ranjana Kumar Director

10
 ORGANISATIONAL POLICIES

The reputation that Britannia has built over the years for high ethical standards is one of our
greatest business assets. To share the responsibility to preserve and enhance this asset, the
company has documented the Code of Business Conduct (COBC) for its employees.
Thishandbook covers the Code in detail.

The COBC outlines the principles, policies and laws that govern the activities of the company,
and to which employees of Britannia and others who work with, or represent Britannia directly
or indirectly, must adhere. The Code is distributed to all employees and directors and others
associated with the business of the Company, and offers guidance for professional conduct under
six main headings, which include the following key points:

1. Responsibilities of Employees of Britannia

 Maintaining ethical standards, including appropriate accounting controls;

 Identify, surface and resolve ethical issues with great speed;
 Corporate assets (physical and intellectual) must not be used for personal benefit;
 Exercise good judgment and standards of good taste when creating company records,
including e-mail;
 Maintain company records accurately and retain them in accordance with law.

2.Workplace Responsibilities

 Being committed to fair employment practices;

 Being committed to a workplace free from drugs and any kind of harassment or
intimidation of employees;
 Being committed to the safety of our employees;
 Being committed to discipline at workplace;
 Compliance with appropriate laws and internal regulations.

11
3. Representing Britannia to Customers and Other External Constituencies

 Treating customers, suppliers and competitors fairly;

 Maintaining high standards of quality;
 Speeches, media interviews, and other public appearances in connection with Britannia
must first be approved internally;
 Preparing accounts accurately and maintaining records;
 Ensuring not to use unfair and misleading statements when marketing Britannia products
and services;
 Accepting and giving gifts is not permitted, except as governed by the policy laid down
herein.

4. Privacy / Confidentiality

 Protect proprietary and confidential information at all times in accordance with

applicable law;
 Keep customer information secure at all times, as a sacred trust given to the company by
our customers;
 Keep employees' information confidential.

5. Investments and Outside Activities

 Trading in the securities of Britannia or any other company while in possession of

"inside" information is illegal;
 Avoiding real or perceived conflicts of interest in areas including investments or outside
business activities, among others.

6. Corporate Social Responsibility

 Catering to the national interest

 Committed to be a good corporate citizen
 The company prohibits any payment of bribes.

12
 PRODUCT LAYOUT

TREAT

Made especially for kids of all ages, this is Britannia's much-loved range of cream goodies -
Britannia Treat! Launched in 2002, Treat's been wowing the country in all shapes, sizes, flavours
and forms for over 10 years now, earning the rightful place asmarket favorite for as long too!

After years of perfecting the recipes of delight, here's our current range of yumminess:

Jim Jam: The star in Treat's basket of delectable surprises is the classic Jim Jam. Crisp biscuit
sandwiches with thick Vanilla cream, topped with a dollop of Jam, kissed with sugar crystals.
Available at Rs. 5/-, Rs. 15, and Rs. 25/-, it's an all-time favourite in snack-time boxes.

Treat-O: Although it's dubbed kids' favorite cookie, Mothers call it their partner-in-crime. This
perfect side-kick to a glass of milk is yummy milky cream hiding between chocolate biscuits.
Available as Rs. 5/-, Rs. 10/- and Rs. 20/- packs in wicked Vanilla and chompy Chocolate
flavours, Treat-O's the favoured good-boy currency in many, many homes!

TIGER

13
Britannia Tiger, one of the biggest brands in the kids segment, has re-invented itself to
revolutionize the concept of kids' nutrition in the country. Equipped with a new vision of leading
the kids' nutrition space, Britannia Tiger has revamped its offerings to embody fun and energy
onone hand and health and nutrition on the other. Enriched with growth nutrients across all its
variants -Glucose, Krunch Cookies and Creams, Britannia Tiger comes with the credo of 'Roz
Badho'.

Aimed at addressing every mother's concern on their kid's nutrition, Britannia Tiger has
undergone a considerable shift in its product offering, transforming itself into a healthier and
tastier avatar. Identifying the role of biscuits as a important component of daily food and a major
carrier of nutrition, Britannia Tiger fortifies itself, across categories, with growth nutrients like
iron, calcium, folic acid, vitamin A and D*. Packed with 25% of daily growth nutrients (every
100 gms). /

NUTRICHOICE OAT-COOKIES

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials specially
designed for people with diabetes. There's no longer a need to avoid snacks or go hungry while
traveling or at work. Rather approach snacking in a healthy way with our Oat Cookies.
Britannia NutriChoice Oat Cookies are scientifically created to suit the special lifestyle
andnutrition needs of diabetics to manage extreme swings in blood sugar. They are tasty,
crunchy and convenient option for those mid-meal pangs. In addition, the oat fiber lowers rise in
blood sugar, helps control blood cholesterol and helps you feel satisfied and active for longer.

14
VEG CAKES

Britannia Veg Cakes is every vegetarian's dream come true! 100% vegetarian cake with all the
softness and delight a cake should have. Every slice is soft and fluffy, stuffed with real fruit
bits,to give you a cake that is truly delicious, down to the last slice. Add to this zero cholesterol
and a 3 month shelf life and you have a healthy, convenient snack to enjoy any time, anywhere.

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
toopenly express their feelings. And in 2003, two variants called Little Hearts Chocolate and
LittleHearts Sesame were rolled out with a campaign "Dilsabka actually sweet hai". With
LittleHearts, Britannia has tasted the sweet taste of success.

15
BRITANNIA 50-50

With a brand name like 50-50, can the product be anything but fun? Launched in 1993, 50-50
because of its "Hatke" taste and youthful appeal quickly emerged as the leader of category with
more than one-fourth of market share.

In 2001, the delicious Maska Chaska was launched as a variant of the original brand and became
an instant success.

In 2008 50-50 sharpened its focus on housewives and positioned as a snack.

50-50 Snackuits- the latest entry will give housewives one more reason to be happy...snack
happy. Being aware of the needs of his consumers, 5050 Snackuits comes in three unique
international flavors- Italiano Pizza, Swiss cheese & Chilly and Chinese Hot & Sweet.

BOURNBON

16
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, Bournbonmakes 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!

MILK BIKIS

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
anintegral part of their children's nutrition regimen. In 1996, Milk Bikis launched a variant
calledMilk 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.

To keep pace with the demands of the new generation and to bring milk nutrition to the masses
in a delightful form, Milk Bikis, went one step further in the last quarter of 2006 in providing not
just energy but ‘developmental fuel’ for children. With a unique and attractive honeycomb

17
design and an enhanced product experience, the new biscuit is now fortified with SMART
NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid mental and physical
developmentin growing kids.

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.

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

This rich cookie 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 among the fastest
growing brands in Britannia's portfolio and it has been the leader in the cookies category ever
since its launch. The brand is synonymous with everyday treats that infuse happiness into
people's 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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 COMPETITOTRS
 PARLE
Parle Products company was founded in 1929 in British India. It was owned by the Chauhan
family of Vile Parle, Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when
India became independent, the company launched an ad campaign, showcasing its Gluco
biscuits as an Indian alternative to the British biscuits.[2] The Parle brand became well known
in India following the success of products such as the Parle-G biscuits and the Frooti soft
drink.

PRODUCTS BY PARLE
 KRACKJACK

Krackjack is a kind of small, flat-baked sweet and salty biscuit, manufactured

and marketed by Parle Foods. The sweetness and saltiness are well-balanced in
this delicious biscuit, which can be had any time with anything.

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 MONACO

Parle Monaco is one of the crazy and a very different sweet and salt biscuit which
has made a unique mark on the market. Parle Monaco or famously called as
Monaco is a sweet and salt round cut designed biscuit which tasty any time of the
day.

 HIDE & SEEK

First of its kind chocolate chip cookies in India, Hide & Seek was
launched in 1996 – best known today for its rich chocolaty
experience. Available in Chocolate chip and Caffe Mocha flavours.

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 HAPPY-HAPPY

Baked to perfection and topped with delicious choco-chips, Happy

Happy is a perfect fusion of fun and indulgence.

 PARLE-G

Filled with the goodness of milk and wheat, Parle-G has been a source of all round
nourishment for the nation since 1939.
As its unique taste expanded over the globe, Parle-G was declared the world’s
largest selling biscuit brand by Nielsen in 2003.

21
 SUNFEAST
In July 2003, ITC made a foray into the biscuits market by launching the
Sunfeast range of biscuits. Since then, Sunfeast biscuits have always
stood for quality and are known for offering innovative and wholesome
biscuits. Sunfeast connotes happiness, contentment, satisfaction and
pleasure.

PRODUCTS BY SUNFEAST

 DARK FANTASY

Alluring, dark and tempting-Dark Fantasy Choco Crème is one of our finest
offerings. We suggest you try one to experience the savoury crust crumble,
unfurling the pleasure of heavenly choco crème within. Take that irresistible bite…
Escape into one.

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 DREAM CREAM

Dream Cream, a unique offering from Sunfeast, is the only biscuit in India with
two delicious creams in one biscuit.Relish all 3 of our fun- filled variants -'Choco

Vanilla', 'Strawberry-Vanilla’ & 'Butterscotch Zing'.

 SNACKY

Light and crispy Sunfeast Snacky is a biscuit you simply can’t get enough of. We
suggest you try our Salted Masti Crackers which are sprinkled with salt and baked
to perfection. You could even add some more spice to your life with Chilli Twist
Crackers, the only cracker biscuit in India made from the finest chilli flakes, to
delight your senses!

23
24
 CHAPTER 3
ANALYSIS AND
INTERPRETITION
OF DATA

25
 ANALYSIS & INTERPRETATION

CLASSIFICATION ON THE BASIS OF AGE

S.No. AGE NO OF PERCENTAGE

RESPONDENTS (%)
1 >20 100 50
2 21-30 66 33
3 31-40 34 17
TOTAL 200 100

CLASSIFICATION ON THE BASIS OF AGE

17

50

33

INFERENCE:

Most of the respondents are in the age group of less than 20 & some of them in the
age group of 21 – 30.

26
 CLASSIFICATION OF OCCUPATION

S.No. OCCUPATION NO. OF PERCENTAGE (%)

RESPONDENTS
1 STUDENT 80 40
2 EMPLOYEE 40 20
3 BUISNESS 20 10
4 PROFESSIONAL 14 7
5 HOUSEWIFE 46 23
TOTAL 200 100

OCUPATION

23

student
40
employee
business
7
professional
housewife
10

20

INFERENCE

Most of the consumers are Students and Housewife

27
 AWARENESS ABOUT BRITANNIA PRODUCTS

S.No. AWARENESS NO OF PERCENTAGE

RESPONDENTS (%)
1 YES 200 100
2 NO - -
TOTAL 200 100

AWARENESS ABOUTBRITANNIA PRODUCTS

YES NO

0%

100%

INFERENCE:

All the respondents are aware of Britannia Products.

28
 MODE OF AWARENESS ABOUT BRITANNIA PRODUCTS

S.NO. MODE NO OF PERCENTAGE

RESPONDENTS (%)
1 SHOPS 15 7.5
2 ADVERTISEMENT 90 45
3 FRIENDS 75 37.5
4 OTHERS 20 10
TOTAL 200 100

MODE OF AWARENESS ABOUT BRITANNIA PRODUCTS

10 7.5

shops
advetisement
friends
37.5
45 others

INFERENCE:

29
From the table it is seen that most of the respondents are aware of Britannia
Products through Advertisement & some of them through Friends whereas few of
them are aware through other source of awareness.

SHOWING WHETHER THEY BUY BRITANNIA PRODUCTS

S.NO. OPTIONS NO OF PERCENTAGE

RESPONDENTS (%)
1 YES 160 80
2 NO 40 20
TOTAL 200 100
.

WHETHER THEY BUY BRITANNIA PRODUCTS

0 1.2

20

YES
NO

80

INFERENCE:

30
From the table it is seen that most of the respondents buy Britannia Products while
few of them don’t buy Britannia products

REASON FOR BUYING BRITANNIA PRODUCTS

S.NO. REASON NO OF PERCENTAGE

RESPONDENTS (%)
1 TASTE 110 55
2 QUALITY 44 22
3 LESS PRICE 18 9
4 QUANTITY 12 6
5 PACKAGE 16 8
TOTAL 200 100

REASON FOR BUYING BRITANNIA PRODUCTS

22

quality
less price

9 quantity
55 package
taste
6

INFERENCE:
31
The reason for buying Britannia Products is mostly for its taste & the reason is that
Quality while few of them prefer it for its fewer prices.

OPINION ABOUT THE PRICE OF THE PRODUCT

S.NO. OPINION NO OF PERCENTAGE

RESPONDENTS (%)
1 REASONABLE 148 74
2 COSTLY 33 16.5
3 CHEAP 19 9.5
TOTAL 200 100

OPINION ABOUT THE PRICE OF THE PRODUCT

9.5

16.5
reasonable
costly
cheap

74

INFERENCE:

32
From the table it is seen that most of the respondents feel that the price is
reasonable,while some of them feel that the price is costly.

TABLE SHOWING WHETHER THEY ARE INTERESTED TO BUY

WITHCURRENT PRICE

S.NO. OPINION NO OF PERCENTAGE

RESPONDENTS (%)
1 YES 108 54
2 NO 92 46
TOTAL 200 100

WHETHER THEY ARE INTERESTED TO BUY WITH CURRENT PRICE

YES NO

0%

46%
54%

INFERENCE:

33
From the table it is seen that most of the respondents are interested to buy in the
same price while some of them are not interested to buy it in the same price

TABLE SHOWING WHETHER BRITANNIA PRODUCTS ARE EASILY

AVAILABLE

S.NO. OPINION NO OF PERCENTAGE

RESPONDENTS (%)
1 YES 140 70
2 NO 60 30
TOTAL 200 100

WHETHER PRODUCTS ARE EASILY AVAILABLE

00

30

YES
NO

70

INFERENCE:

34
From the table it is seen that most of the respondents are feel that it is easily
available in the market while few of them feel it is not available in the market.

FINDINGS OF THE STUDY

 Among the outlet surveyed 74% is male and 26% female.

 Most of the respondents belong to male [74%].
 All the surveyed 200 outlets sell products
 Most of the respondents are in the age group of less than & some of them in the age
group of 21 – 30 & 31 – 40. [
 Most of the respondents are students [40%] and whereas some of them are house wives
(23%) and employees (20%) & others (17%)
 Out of the 200 outlets surveyed, all the respondents are aware of Britannia products.
 Most of the respondents are aware of Britannia products through advertisement & some
of them through friends.
 80% of the respondents buy Britannia products and while few of them don’t buy
Britannia products.
 The main reason behind the purchase of Britannia products is mostly for its taste &
quality & price.
 Britannia products moves fast when compared to respondents buy products in one
month.
 Among the 200 retail outlets surveyed 74% of the respondents had said it is costly, 9.5%
said it is cheap.
 54% of the respondents are interested buy in the same price. 46% of them are not
interested to buy in the same price.
 Most of the respondents are highly satisfied with the 54% quality & 46% with packaging
& 39% with brand image & others 66% of Britannia products.

35
 70% of the respondents are feel that Britannia products is easily available in the market.

36
 CHAPTER 4

CONCLUSION AND
RECOMMENDATIONS

37
 CONCLUSION

The market study on Britannia products at Delhi city has helped to know the status of products. It
has revealed the requirements of the retailers, the profile, characteristics, and taste of the
consumer of products. Britannia products are having a good market share in Delhi city. Carrying
out relevant sales promotional activities can increase product demand in Delhi city with regard to
various brands of products. This study has helped the researcher to gain good experience and
more information about the products market.

Britannia stands committed with its belief that every child has a right to grow and develop. This
was evident at the 2nd Britannia Nutrition Foundation Symposium where experts from India and
abroad shared their views and experiences to combat malnutrition in the country. The
contributions and discussions held at the symposium raised major issues concerning malnutrition
in India.

fresh marketing strategies, new branding exercises, a more diversified brand portfolio and
healthy lifestyle positioning are the key factors that led Britannia industries to turn around in
fortunes So much so that its sales doubled in five years and the company now has an
international footprints and a dairy business that is profitable.

Britannia’s strong market strength and, of late, its vibrant presence among consumers, makes the
corporate brand one of the winners of the pitch India’s top 50 marketer’s awards 2010. The
nonagenarian company is at NO 4 position in the ‘resurgent marketers’ category.

Vinita Bali, Managing Director, Britannia Industries Limited (BIL), happily shares that the
overhauling of Britannia’s business is a logical outcome of innovation, which is a key part of its
growth strategy. Bali says “we have innovated in product, packaging and how we go to the
market. New capabilities and technologies have been built to sustain and build out business
momentum.”

With its focus on accelerating too line growth, the nonagenarian company has unleashed major
growth strategies translating into lucrative achievements. According to AC Nielson, the company
is the market leader in the biscuits categories with a share of 34.25 percent. This feat has been
accomplished on the back of a plethora of growth strategies. Some of these include building a

38
stronger product portfolio, adopting an intensive healthy life-style positioning, innovating and
renovating key brands, line extension of its seven power brands, introducing smaller Rs 5 packs
for one time consumption and expanding the distribution network.

Catering to consumers’ personal preferences, the company launched personal consumption

packs. Bali explains, “we figured that the grocery packs of biscuit we sell are too large for
individual consumptions. This led to the creation of personal packs with 3-4 biscuits, great for
‘on the go’ consumption.” Limited edition packs like shubh kaamnayein gift packs for festivals
and the latest nutria-choice health starter kit with a combination of digestive biscuits.

Giving tough fight to competitors, Britannia continues to diversify its portfolio “which now
straddles a large number of categories – biscuits, cakes, rusk, bread, cheese, ghee, butter, milk
and milk based drinks,” Bali says.

39
 RECOMMENDATIONS

 The company may provide the biscuits at reduced / concessional price for the customer
in Delhi provided at round off price say re.1 or re.2.
 The company may advertise by television, newspaper & hoardings etc.
 The company may advertise to create awareness regarding the nutrients included in the
products.
 The company may provide samples to the customers.
 The company may provide some consumer offer to the customer.
 The company may introduce new products would help the customers for their taste.
 Mostly respondents suggested for reduction of prices.
 Give different shapes, which will be new & will be attractive for children.
 Introduce new products, which can be meant for occasions.
 Improving the taste and also giving more flavors can attract more customers.

40
ANNEXURE
 BIBLOGRAPHY

Principles of Marketing (13th edition)

 Kotler Philip, Armstrong Gary, Principles of Marketing (13th Edition)
Principles of Marketing(13th Edition) Description: Today’s marketing challenge is
creating .

Websites:

www.Britanniaindustrieslimited.com

http://en.wikipedia.org/wiki/Britannia_Industries

http://www.ukessays.com/essays/marketing/britannias-market-strategy-and-competitive-
strategy-marketing-essay.php

http://www.scribd.com/doc/23914331/4-P-s-of-britannia#scribd
 QUESTIONNAIRE
Name :

Sex: Male

Female

Age: <20

21 – 30

31 – 40

>41

Occupation:

Student

Employee

Business

Professional

Housewife

Others

1. Are you aware of Britannia products?

Yes

No
2. How did you come to know about Britannia products?

Through Shops

Advertisements

Friends

Others

3. Do you buy Britannia products?

Yes

No

4. What is the reason for buying Britannia products?

Taste

Quality

Less Price

Quantity

Package

5. What is your opinion about the price of the Britannia products?

Reasonable

Costly

Cheaper

6. Are you interested to buy in the current price?

Yes

No

7. Indicate your level of satisfaction of the various factors of Britannia products?

FACTORS Highly Satisfied Neither Dissatisfied Highly
satisfied Satisfied Nor Dissatisfied
Dissatisfied
Price
Quality
Packaging
Brand image
Others

8. Do you find Britannia products easily available in the market?

Yes

No