AResearch Report on Retailers Perception Towards Britannia Daily Bread Presented toJayeshPatelFacultyVMPIM-GNUOnMarch 5, 2010InPartial fulfillment of the requirement for

the subject Retail Management inthe Master of Business Administration programPresentedby:ParasMakvana (10)Kalpesh Patel (20)Varun Vyas (40)MBA-Sem-IV (Mktg.)V. M. Patel Institute of Management, GanpatUniversityKherva-Mehsana Preface Theory without practice has no fruitPractice without theory has no root.As a management student, we must have some practical knowledge regarding researchand research methodology.The education institutions offering management programs play a significant part inuncalculating the much needed managerial skills in their students, the aspiring managers.The real success of management lies in applying the professional management techniquesin all managerial activities. Practical study is eminent, and plays vital role for the studentsof management, because classroom coaching and theoretical study alone are not enough.To survive in this highly competitive world, practicality outweighs theoretic. Students aresupposed to learn the various principles of business administration conceptually butaccuracy and efficiency in their implementation is possible only through exposure to practical environment.Through this project report work we can better understood the different aspects likeresearch design, measurement and scaling techniques, questioner and form design, datacollection, analysis and interpretation. Through this report we can understood businessresearch methodology in practical term.Hence, to attain this objective and to have the outlook of all intricacies of corporate worldwe have undertaken the research project about "Retailers perception towards BritanniaDaily Bread." We have tried our best and have applied all my efforts, knowledge andsources available, in this project . Here we try our level best for finding data A cknowledgement In corporate world practical knowledge does matter

To take sentence in our mindwe start our project on Retailers perception towards Britannia Daily Bread.It is with profound indebtness that we acknowledge the efforts of all the well-wisherswho have in some or the other way contributes in their own special way to the successof this project.We would like to express deep sense of gratitude to Mr. Jayesh Patel for their advise,constant encouragement and timely help throughout the course of our project . We would like to thank Mr. Jayeshpatel for provide us this golden opportunity for preparing report and provide us guideline regarding project.We would like to thank all the respondents who give their valuable time for fillingquestioner and provide necessary information regarding our project. Last but not the least we thank all the persons who have directly or indirectly support inthisproject.Thankingyou,ParasMakvana (10)Kalpesh Patel (20)Varun Vyas (40) Executive Summary Retail research project implies to the overall analysis of certain important aspects for the purpose of Retailers perception towards Britannia Daily Bread. We have taken Bakeryindustry, which is fastest growing industries in India as well as in the world.In our project here we include secondary as well as primary data for knowing aboutRetailers perception towards Britannia Daily Bread.The present report tries to review the Retailers perception towards Britannia Daily Bread 1.Introduction: Bread is one of the oldest prepared foods, dating back to the Neolithic era. The first bread produced was probably cooked versions of a grain-paste, made from ground cereal grainsand water, and may have been developed by accidental cooking or deliberateexperimentation with water and grain flour. Yeast spores are ubiquitous, including thesurface of cereal grains, so any dough left to rest will become naturally leavened. Therewere multiple sources of leavening available for early bread. Airborne yeasts could beharnessed by leaving uncooked dough exposed to air for some time before cooking.Plinythe Elder reported that the Gauls and Iberians used the foam skimmed from beer to produce "a lighter kind of bread than other peoples." Parts of the ancient world that drank wine instead of beer used a paste composed of grape juice and flour that was allowed to begin fermenting, or wheat bran steeped in wine, as a source for yeast. The most commonsource of leavening, however, was to retain a piece of dough from the previous day to useas a form of sourdough starter.

Fresh bread is prized for its taste, aroma, quality and texture. Retaining its freshness isimportant to keep it appetizing. Bread that has stiffened or dried past its prime is said to be stale. Modern bread is sometimes wrapped in paper or plastic film, or stored in acontainer such as a breadbox to reduce drying. Bread that is kept in warm, moistenvironments is prone to the growth of mold. Bread kept at low temperatures, in arefrigerator for example, will develop mold growth more slowly than bread kept at roomtemperature, but will turn stale quickly due to retro gradation. 2. A bout Retail Industry: Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP andaround eight per cent of the employment. Retail sector is one of India's fastest growingsectors with a 5 per cent compounded annual growth rate. India's huge middle class baseand its untapped retail industry are key attractions for global retail giants planning toenter newer markets. Driven by changing lifestyles, strong income growth and favorabledemographic patterns, Indian retail is expected to grow 25 per cent annually. It isexpected that retail in India could be worth US$ 175-200 billion by 2016. 3. A bout the Company (Britannia Daily Bread ) Daily Bread a wholly owned subsidiary of Britannia Industries Ltd was founded in 2003 by Arjun Sekri, an international investment advisor. The mission of the company was to be Indias first world class nationwide bakery and confectionary brand, providing aninternational range and quality of bakery products to urban consumers and to be thesupplier of choice to the institutional market.The company started commercial operations in November 2003 with Caf Coffee Day being its first institutional client. Daily Bread manufactured all the private label productsfor all the 100 Caf Coffee Day outlets in Bangalore. The company soon expanded intomanufacturing a wide range of specialty breads for distribution in the supermarket chains,manufacturing private label bakery products for other institutional clients such as coffeechains and multiplexes, corporate catering for MNCs as well as setting up its brandedretail outlets in Bangalore. Daily Bread hired the best bakery and confectionary chefswith 5 star hotel and flight kitchen experience and trained them in the leading wholesale bakeries in Hong Kong.

Through intensive R&D, Daily Bread developed proprietaryrecipes for over 400 bakery products including Indias widest range of breads. By fiscal year 2005, Daily Bread was widely recognized in the industry circles as havingrevolutionized the specialty bakery sector in India and was considered the leadingspecialty bakery brand in the country. Many competitors starting emulating Daily Breads business model, and copying the range of its specialty breads.In fiscal year 2006, the company also launched two new brands, Delucas Gelato Italiano,a premium Italian frozen desert parlor, and Daily Brew, a premium espresso bar.Delucas Gelato and Daily Brew are offered as value added offerings in the Daily Bread premium cafes and in some independent locations as well. Delucas Gelato is a leading brand in its sector in India and has a wide range of gelato, sorbetto, gelato cakes, floats,frappes and sundaes, all made from raw materials directly imported from Italy.In fiscal year 2008, the company expanded its operations by franchising with a Master franchisee in Goa. The company since then has expanded its operations with morefranchisees being added in Bangalore.Today the company has a strong brand name and retail following in the Bangalore marketand is the supplier of choice for institutional clients in all the 3 metros it operates in, withall the major caf chains and multiplex chains as its clients. On the retail front, it hasrecently launched Indias widest range of health breads, over 15 types of breads madewith imported wheat, spelt and rye flour with healthy ingredients with as oats, wheatgerm, flaxseeds, linseeds, poppy seeds, millet, barley etc.The USP of Daily Bread is its huge range of proprietary recipes, its talented group of chefs, its huge installed bakery capacity with imported equipment in 3 key metros, itsrelationships with nationwide institutional clients, its strong distribution network to over 300 points of sale, in and its strong brand name in the South. The mission statement of the company is: " To establish Daily Bread as the pre-eminent brand in the bakery sector in Indiaand set the defining standards as the country's first purveyor of world class breads, confectionary and specialty food products for wholesale & retail clients" The company objectives are as follows:There is currently no pan India bakery brand. By opening wholesale bakeriesin the top metros, 'Daily Bread' will be India's first national bakery brand,synonymous with European quality bakery products.Daily Bread will deliver superior value to urban Indian consumers by makingavailable bakery and confectionary products of international selection,standards and packaging at a competitive cost for the first time in

India.Daily Bread will be the first bakery vendor in India to provide institutionalclients such as coffee chains, fast food chains, multiplexes and hotel chains,etc. with a reliable and consistently high quality and wide selection of bakery products across all the major metros.The need for setting up production units in each major metro is driven byhigh transportation costs, the lack of an effective cold chain, the perishablenature of bakery products, the variance in regional tastes and the need to beclose to the market.To capture the significant growth potential in the bakery and confectionarysector which is driven by strong macro drivers: rapid urban populationgrowth, increasing affluence, changing food consumption patterns andlifestyle trends in urban areas and rapid expansion and improvement of standards in organized retailing in India.To generate multiple revenue streams from a complete suite of fresh &frozen bakery, confectionary & specialty food products catering to a diversewholesale& retail client base

Daily Bread Under the Daily Bread brand, the company manufactures and retails a range of breads includes baguettes, rolls, Paninis, ciabattas, multi-grains, croissants,foccaccias, bagels and as well a range of ultra premium health breads. For the sweetlovers, there would be Danishes, doughnuts, cheesecakes, mousse cakes, gateaux,fruit cakes, fruit tarts, pastries, brownies, cookies and Belgian pralines and truffles.Also to service customers with more of a meal or tea time snack, there arewonderful selections of wraps, quiches, curry puffs, savoury and pies. A big drawat the Daily Bread premium stores are the live salad and sandwich bar which offersfresh and healthy veg and non-veg salads as well as sandwiches that can becustomized by choosing from a range of freshly baked breads, scrumptious fillingsand dressings. Delucas Delucas is a division of Daily Bread Gourmet Foods India Pvt. Ltd., launched inApril 2006 offering ultra premium quality 96% fat free Italian gelato and frozendessert brand offering the widest range of gelato, sorbeto, gelato cakes, sundaes,desserts, floats and frappes freshly made every day with imported ingredients.Delucas enjoys competitive advantage due to technology and recipe transfer andchef training agreements with the largest wholesaler of premium Italian GelatoAromitalia/ Semplice&Geniale. Daily Brew Daily Brew is the brand of Daily Bread Gourmet Foods India Pvt. Ltd that waslaunched in 2007. The premium Daily Brew espresso bars, provide an ambiencethat is warm and inviting, a great place to meet friends for a cuppa from

DailyBrews premium espresso menu of a variety of coffee and tea over a light meal.Daily Bread's range of products is manufactured at state-of-the-art productionfacilities. There are currently three such set-ups across India. Daily Bread's firstwholesale bakery began commercial production on October 20, 2003 inBangalore and a second 20,000 sqft. production unit in Bangalore, whichcommenced production in December 2006. The 20,000 sqft commissary atHyderabad began production in August 2007 while an 18,000 sqft production set-up in operation in Noida from September 2007.

Country Style Health Breads Healthy Whole Wheat Bread Rs 25Spanish Loaf Rs 30German Root Baguette Rs 4 5Muesli Sliced Bread Rs 42Rustica Wheat & Walnut Loaf Rs 45Multigrain Loaf R s 55American Rye Loaf Rs 55High Fibre Fruitti Fit Loaf Rs 99 Stone Baked A rtisan Style Bread Masala Loaf Rs33Panini Herb & Pesto Rs38San Francisco Sourdough Loaf Rs40Parisian Baguette Rs45Ital ian Bell Pepper &HebToscanne Loaf Rs45Ciabbatta - Black Olives Rs50Foccacia Onion & Sun DriedTomatoRs50Multigrain Loaf with Apricots Rs55 E uropean Sandwich Breads English Premium Butter Bread Rs 23French Village Sliced Bread Rs 42Bavarian D ark Rye Sliced Bread Rs 50Mediterranean Sliced Bread Rs 42

High Tea Breads & French Brioches Milk & Honey Plait Rs40Chocolate Brioche Rs50Welsh Fruit Loaf Rs50Almond & Raisin Brioche Rs60 A ssorted Breads Pizza Base Rs13Mumbai Butter Pav Rs12Buns - Flavored Rs20Submarine Rolls / Hot DogRollsRs18Burger Buns Rs20Mixed Herb Croutons Rs23Herb Breads Sticks Rs 25Merthi, Ajwain&MustardHaldi Loaf Rs30Curry Leaves & Mustard SeedLoaf Rs30Cheese & Garlic Loaf Rs33Bread Crumbs Rs35

4. Literature review: Bread, which finds its way to over 6 lakh households daily, is the mainstay of thecompany's non-biscuit business at present. Its key competition in the organisednationalmarket are Modern and perhaps Harvest Gold. Britannia hopes to drive this emerging business through the exploding modern trade and has already gained access to RelianceRetail and Trinethra/ Fabmall for its breads. New Delhi, Aug. 17: Britannia Industries Ltd said that it was planning to increase itsstake in the recently acquired Bangalore-based Daily Breads Pvt Ltd to 50 per cent. "Weare looking at increasing stake in Daily Breads Pvt Ltd from the current strategic stake to50 per cent in the time to come," said Ms Vinita Bali, Managing Director of BritanniaIndustries Ltd, on the sidelines of a marketing summit organized by the Confederation of Indian Industry

5. Research Methodology: Objective:

To find out Retailers Perception Regarding BRITANNIA DAILYBREAD .

To check the Service Provided by BRITANNIA DAILY BREAD Purpose of study:

This study is about Retailers perception towards Britannia Daily Breadand get in depth knowledge about the bakery industry. Research Design:

Conclusive Research

Exploratory Research Sampling method: Convenience Sampling Research instrument: Questionnaire Location : Ahmedabad, and Mehasan Sample Size : 100 Data Sources: Primary Data: QuestionnaireSecondary Data: Internet, Magazine,News paper

6.Data A nalysis: Q.1 Do you keep Britannia Daily Bread in your shop?Interpretation: From above graph, we can conclude that the 63% of retail respondents are keepingBritannia daily Bread in their shop and 37% respondent do not keep Britannia DailyBread in their shop. 6337010203040506070y e s n o Yes No 63 37

Q.2 Which of the following Bread Manufacturer gives you ma x

imum profit margin? Bharat Modern Britannia Rajlaxmi Same Oth er3 17 30 2 9 2 Interpretation: From above graph we can conclude that Britannia Dail Bread Manufacturer giving themaximum profit margin. Here we find that 47.61% retailers saying that maximum profitmargin provided by Britannia Daily Bread followed by Modern bread 26.98% and same14.28%. 3173029205101520253035B ha r at M o d e r n B r i ta nni a Rajlaxm iS am eo th er

Q.2 Which of the following Bread Manufacturer gives you ma x imum profit margin? Bharat Modern Britannia Rajlaxmi Same Oth er3 17 30 2 9 2 Interpretation: From above graph we can conclude that Britannia Dail Bread Manufacturer giving themaximum profit margin. Here we find that 47.61% retailers saying that maximum profitmargin provided by Britannia Daily Bread followed by Modern bread 26.98% and same14.28%. 3173029205101520253035B ha r at M o d e r n B r i ta nni a Rajlaxm iS am eo th er

Q.3 A re you satisfied with profit margin you are getting from Britannia DailyBread? Yes No 33 30 Interpretation Here we find that 52.38% retailers are satisfied with the profit margin given by BritanniaDaily Bread and 47.61% retailers are not satisfied with the profit margin given byBritannia Daily Bread. 333028.52929.53030.53131.53232.53333.5y e s n o

Q-4 which is the most sellable brand? Bharat Modern Britannia Rajlaxmi Same 9 20 27 7 Interpretation From above graph we can conclude that Britannia Daily Bread is the most sellable brandfollowed by Modern and the other brands.42.85% retailers are saying that Britannia is most sellable brand followed by Modern31.74% and Bharat 14.28% and Rajlaxmi 11.11% 920277051015202530B ha r at M o d e r n B r i ta nni a R a j l a x m iS am e

Q.5 What do you feel, consumer consider while purchasing bread? Quality Freshness Availability PriceBrand Name 12 15 6 3 27 Interpretation From above graph we can conclude that 42.85% respondents are giving more preferenceto the Brand name 23.80% are giving preference to freshnesh and 19.04% are giving preference to quality ,availability 9.52% and price 4.76%. 12156327051015202530Qu al i t y F r e s h n e s s A v a i lab i l i t y P r i c e B r a nd N am e

Q.6 Which of the following Bread will you recommend to consumer in case of absence of bread demanded by customer? Bharat Modern Britannia Rajlaxmi Same 5 28 30 Interpretation From the above graph we can conclude that in absence of demanded brand by consumer retailers recommends Britannia Daily Bread first then Modern and then other brands. 2233620510152025303540B ha r at M o d e r n B r i ta nni a R a j l a x m iS am e

Q.7 Which of the following brand is more consumed by customer? Bharat Modern Britannia Rajlaxmi Same 2 23 36 2 Interpretation Here we can say that the Britannia Daily Bread is most consumed brand having 57.14%followed by Modern 36.50%, Bharat and rajlaxmi 3.17% 2233620510152025303540B ha r at M o d e r n B r i ta nni a R a j l a x m iS am e

Q.8 What do you feel about Quality of bread of following brands? V eryGood Good A verage Bad V eryBad Brandsof bread BharatBread 7 19 24 11 2 BritanniaBread 32 25 6 ModernBread 15 30 13 5 RajlaxmiBread 2 19 20 16 6 Interpretation Here we find that 30% respondents are saying that the quality of Britannia daily Bread isvery good followed by Modern brand and then other brands. 719241123225615301352192016605101520253035Very Good Good Av er ag eB a d Very B a dB ha r

at Bre a dBri ta nni a Bre a d M odernBre a d Rajlaxm iBre a d

Q.9 What do you feel about service provided by Britannia Daily Bread ? V eryGood Good A verage Bad V eryBad BritanniaDailyBread 31 6 21 5 Interpretation Here we can conclude that 49.20% respondents are saying that service provided byBritannia Daily Bread is very good while 33.33% are saying that service provided byBritannia daily Bread average . 31621505101520253035VeryGoodGood Aver ag eB a d Very B a d Britannia Daily Bread Bri ta nni a D a i

l yBre a d

Q.10 What do you feel consumer gives weightage to brand or not? Yes No55 8 Interpretation Here we can conclude that 87.30% respondents are giving weightage to brand while12.69% respondents are not giving weightage to brand. 5580102030405060y e s n o

Q.11 Which pack of Britannia Daily Bread is more consumed by customer? SandwichBreadBhajiPavSpecialBreadPremiumBread 31 21 7 4 Interpretation Here we can conclude that sandwich bread is consumed 49.20% followed by bhaji pav33.33%, special bread 11.11%, premium bread 6.34%. 31217405101520253035S a ndwic h Bre a dB haj iP a vSpeci al Bre a d P r e m iu m Bre a d

Q.12 What size of Britannia Daily Bread has more sales in your shop? 200Gms.400Gms.800Gms. 12 41 10 Interpretation Here we can conclude that 400gms size of bread is sold 65.07% followed by 200gmssize of bread 19.04%,800gms size of bread 15.87%. 124110051015202530354045200 G m s . 4 0 0 G m s . 8 0 0 G m s.

Q.13 What is your response regarding packaging of Britannia Daily Bread? Verygood Good Average Bad very ba d 22 27 95 Interpretation Here we can conclude that 42.85% respondents are saying that packaging of britaniaDaily Bread is good, 34.92% are saying very good,14.28% are saying average, 7.93% aresaying very bad packaging. 222795051015202530Very g o o d G o o d A v e r ag eB a d v e r y ba d

Q.14 Where do you put Britannia Daily Bread in your shop? In front On desk In self Behind other bread32 20

11 Interpretation Here we can conclude that 50.79% respondents are keeping Britannia daily Bread in front,31.74% on desk and 17.46% in self. 32201105101520253035In fron tO n d e s k I n s e l fBe h ind o th er b re a dSeries1

Q.15 What do you feel regarding price of Britannia Daily Bread comparing withother Bread? Cheaper Competitive Costly 12 37 14 Interpretation Here we can conclude that 58.73% respondents are saying that the price of Britanniadaily Bread is competitive ,22.22% are saying that price is costly and 19.04% are sayingthat price is cheaper. 1237140510152025303540C h e a p e r C o m pe t i t i v e C o s tl y

A nne x ure Questionnaire Q.1 Do you keep Britannia Daily Bread in your shop?[ ] Yes [ ] NoIf No then directly go to NameQ.2 Which of the following Bread Manufacturer gives you maximum profit margin?[ ] Bharat [ ] Modern [ ] Britannia[ ] Rajlaxmi [ ] SameQ.3 Are you satisfied with profit margin you are getting from Britannia Daily Bread?[ ] Yes [ ] NoQ,4 which is the most sellable brand?[ ] Bharat [ ] Modern [ ] Britannia[ ] Rajlaxmi [ ] SameQ.5 What do you feel, consumer consider while purchasing bread?[ ] Quality [ ] Freshness [ ] Availability[ ] Price [ ] Brand NameGive Ranks.Q.6 Which of the following Bread will you recommend to consumer in case of absence of bread demanded by customer?[ ] Bharat [ ] Britannia[ ] Modern [ ] RajlaxmiQ.7 Which of the following brand is more consumed by customer?[ ] Bharat [ ] Britannia[ ] Modern [ ] Rajlaxmi Q.8 What do you feel about Quality of bread of following brands? 1 2 3 4 5 V eryGood Good A

verage Bad V ery Bad Sr. Brands of bread Rate the Their Quality 1 Bharat Bread 1 2 3 4 52 Britannia Bread 1 2 3 4 53 Modern Bread 1 2 3 4 54 Raj laxmi Bread 1 2 3 4 5Q.9 What do you feel about service provided by Britannia Da ily Bread ? 1 2 3 4 5 V ery Good Good A verage Bad V ery Bad 1 Britannia Daily Bread 1 2 3 4 5Q.10 What do you feel consumer gives weightage to brand or not?[ ] Yes [ ] NoQ.11 Which pack of Britannia Daily Bread is more consumed by customer?[ ] Sandwich Bread [ ] Bhaji Pav[

] Special Bread [ ] Premium BreadQ.12 What size of Britannia Daily Bread has more sales in your shop?[ ] 200 Gms. [ ] 400 Gms.[ ] 800 Gms.

Q.13 What is your response regarding packaging of Britannia Daily Bread?[ ] Very good [ ] Good [ ] Average[ ] Bad [ ] Very BadQ.14 Where do you put Britannia Daily Bread in your shop?[ ] In front [ ] On desk [ ] In self [ ] Behind other breadQ.15 What do you feel regarding price of Britannia Daily Bread comparing with other Bread?[ ] Cheaper [ ] Competitive [ ] CostlyQ.16 Give your suggestion to improve sales of Britannia Daily Bread .[1] Service:-[2] Quality:-[3] Advertisement:-[4] Packaging:-[5] Other:- Name :-Address:-