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Research Report
on
Retailers Perception Towards Britannia Daily Bread
Presented to
Jayesh Patel
Faculty
VMPIM-GNU
On
March 5, 2010
In
Partial fulfillment of the requirement for the subject Retail Management in
the Master of Business Administration program
Presented by:
Paras Makvana (10)
Kalpesh Patel (20)
Varun Vyas (40)
MBA-Sem-IV (Mktg.)
Preface
Theory without practice has no fruit
Practice without theory has no root.
As a management student, we must have some practical knowledge regarding research
and research methodology.
The education institutions offering management programs play a significant part in
uncalculating the much needed managerial skills in their students, the aspiring managers.
The real success of management lies in applying the professional management techniques
in all managerial activities. Practical study is eminent, and plays vital role for the students
of management, because classroom coaching and theoretical study alone are not enough.
To survive in this highly competitive world, practicality outweighs theoretic. Students are
supposed to learn the various principles of business administration conceptually but
accuracy 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 like
research design, measurement and scaling techniques, questioner and form design, data
collection, analysis and interpretation. Through this report we can understood business
research methodology in practical term.
Hence, to attain this objective and to have the outlook of all intricacies of corporate world
we have undertaken the research project about "Retailers perception towards Britannia
Daily Bread." We have tried our best and have applied all my efforts, knowledge and
sources available, in this project.
Here we try our level best for finding data.
Acknowledgement
In corporate world practical knowledge does matter To take sentence in our mind
we start our project on Retailers perception towards Britannia Daily Bread.
It is with profound indebtness that we acknowledge the efforts of all the well-wishers
who have in some or the other way contributes in their own special way to the success
of 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. Jayesh patel 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 filling
questioner and provide necessary information regarding our project.
Last but not the least we thank all the persons who have directly or indirectly support in
this project.
Thanking you,
Paras Makvana (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 Bakery
industry, 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 about
Retailers perception towards Britannia Daily Bread.
The present report tries to review the Retailers perception towards Britannia Daily Bread
Table of Contents
Table
No.
Preface
particulars
Page
No.
i
Aknowledgement
ii
Executive summary
iii
1.
Introduction
2.
3.
4.
Literature review
5.
Research methodology
6.
Data analysis
7.
Conclusion
8.
Recommendation
Bibliography
Annexure
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 grains
and water, and may have been developed by accidental cooking or deliberate
experimentation with water and grain flour. Yeast spores are ubiquitous, including the
surface of cereal grains, so any dough left to rest will become naturally leavened. There
were multiple sources of leavening available for early bread. Airborne yeasts could be
harnessed 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 common
source of leavening, however, was to retain a piece of dough from the previous day to use
as a form of sourdough starter.
Fresh bread is prized for its taste, aroma, quality and texture. Retaining its freshness is
important 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 a
container such as a breadbox to reduce drying. Bread that is kept in warm, moist
environments is prone to the growth of mold. Bread kept at low temperatures, in a
refrigerator for example, will develop mold growth more slowly than bread kept at room
temperature, but will turn stale quickly due to retro gradation.
By fiscal year 2005, Daily Bread was widely recognized in the industry circles as having
revolutionized the specialty bakery sector in India and was considered the leading
specialty 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 more
franchisees being added in Bangalore.
Today the company has a strong brand name and retail following in the Bangalore market
and is the supplier of choice for institutional clients in all the 3 metros it operates in, with
all the major caf chains and multiplex chains as its clients. On the retail front, it has
recently launched Indias widest range of health breads, over 15 types of breads made
with imported wheat, spelt and rye flour with healthy ingredients with as oats, wheat
germ, 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, its
relationships with nationwide institutional clients, its strong distribution network to over
300 points of sale, in and its strong brand name in the South.
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 sweet
lovers, 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 are
wonderful selections of wraps, quiches, curry puffs, savoury and pies. A big draw at
the Daily Bread premium stores are the live salad and sandwich bar which offers
fresh and healthy veg and non-veg salads as well as sandwiches that can be
customized by choosing from a range of freshly baked breads, scrumptious fillings
and dressings.
Delucas
Delucas is a division of Daily Bread Gourmet Foods India Pvt. Ltd., launched in
April 2006 offering ultra premium quality 96% fat free Italian gelato and frozen
dessert 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 and
chef training agreements with the largest wholesaler of premium Italian Gelato
Aromitalia/ Semplice & Geniale.
Daily Brew
Daily Brew is the brand of Daily Bread Gourmet Foods India Pvt. Ltd that was
launched in 2007. The premium Daily Brew espresso bars, provide an ambience
that is warm and inviting, a great place to meet friends for a cuppa from Daily
Brews 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 production
facilities. There are currently three such set-ups across India. Daily Bread's first
wholesale bakery began commercial production on October 20, 2003 in Bangalore
and a second 20,000 sqft. production unit in Bangalore, which commenced
production in December 2006. The 20,000 sqft commissary at Hyderabad began
production in August 2007 while an 18,000 sqft production set-up in operation in
Noida from September 2007.
Rs 25
Rs 30
Rs 45
Rs 42
Rs 45
Rs 55
Rs 55
Rs 99
Masala Loaf
Rs33Panini - Herb & Pesto
San Francisco Sourdough Loaf
Parisian Baguette
Italian Bell Pepper & Heb
Toscanne Loaf
Ciabbatta - Black Olives
Foccacia - Onion & Sun Dried
Tomato
Multigrain Loaf with Apricots
Rs38
Rs40
Rs45
Rs45
Rs50
Rs50
Rs55
Rs 23
Rs 42
Rs 50
Rs 42
Assorted Breads
Pizza Base
Mumbai Butter Pav
Buns - Flavored
Submarine Rolls / Hot Dog Rolls
Burger Buns
Mixed Herb Croutons
Herb Breads Sticks
Merthi, Ajwain & Mustard Haldi
Loaf
Curry Leaves & Mustard Seed
Loaf
Cheese & Garlic Loaf
Bread Crumbs
4. Literature review:
Rs13
Rs12
Rs20
Rs18
Rs20
Rs23
Rs25
Rs30
Rs30
Rs33
Rs35
Bread, which finds its way to over 6 lakh households daily, is the mainstay of the
company's non-biscuit business at present. Its key competition in the organised national
market are Modern and perhaps Harvest Gold. Britannia hopes to drive this emerging
business through the exploding modern trade and has already gained access to Reliance
Retail and Trinethra/ Fabmall for its breads.
New Delhi, Aug. 17: Britannia Industries Ltd said that it was planning to increase its
stake in the recently acquired Bangalore-based Daily Breads Pvt Ltd to 50 per cent. "We
are looking at increasing stake in Daily Breads Pvt Ltd from the current strategic stake to
50 per cent in the time to come," said Ms Vinita Bali, Managing Director of Britannia
Industries 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 DAILY
BREAD.
To check the Service Provided by BRITANNIA DAILY BREAD
Purpose of study:
This study is about Retailers perception towards Britannia Daily Bread
and get in depth knowledge about the bakery industry.
Research Design:
Conclusive Research
Exploratory Research
6.Data Analysis:
No
37
Interpretation:
From above graph, we can conclude that the 63% of retail respondents are keeping
Britannia daily Bread in their shop and 37% respondent do not keep Britannia Daily
Bread in their shop.
Q.2 Which of the following Bread Manufacturer gives you maximum profit margin?
Bharat
3
Moder
n
17
Britannia
30
Rajlaxm
i
2
Same
9
Other
2
Interpretation:
From above graph we can conclude that Britannia Dail Bread Manufacturer giving the
maximum profit margin. Here we find that 47.61% retailers saying that maximum profit
margin provided by Britannia Daily Bread followed by Modern bread 26.98% and same
14.28%.
Q.3 Are you satisfied with profit margin you are getting from Britannia Daily
Bread?
Yes
33
No
30
Interpretation
Here we find that 52.38% retailers are satisfied with the profit margin given by Britannia
Daily Bread and 47.61% retailers are not satisfied with the profit margin given by
Britannia Daily Bread.
Bharat
9
Moder
n
20
Britanni
a
27
Rajlaxm
i
7
Same
Interpretation
From above graph we can conclude that Britannia Daily Bread is the most sellable brand
followed by Modern and the other brands.
42.85% retailers are saying that Britannia is most sellable brand followed by Modern
31.74% and Bharat 14.28% and Rajlaxmi 11.11%
Brand
Price
Name
3
27
Interpretation
From above graph we can conclude that 42.85% respondents are giving more preference
to 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%.
Q.6 Which of the following Bread will you recommend to consumer in case of
absence of bread demanded by customer?
Bharat
5
Moder
n
28
Britanni
a
30
Rajlaxm
i
Same
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.
Bharat
2
Moder
n
23
Britanni
a
36
Rajlaxm
i
2
Same
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%
Q.8
Brands
of bread
Bharat
Bread
Britannia
Bread
Modern
Bread
Rajlaxmi
Bread
Very
Good
Good
Average
Bad
Very
Bad
19
24
11
32
25
15
30
13
19
20
16
Interpretation
Here we find that 30% respondents are saying that the quality of Britannia daily Bread is
very good followed by Modern brand and then other brands.
Q.9 What do you feel about service provided by Britannia Daily Bread ?
Britannia
Daily
Bread
Very
Good
Good
Average
Bad
31
21
Very
Bad
Interpretation
Here we can conclude that 49.20% respondents are saying that service provided by
Britannia Daily Bread is very good while 33.33% are saying that service provided by
Britannia daily Bread average .
Yes
55
No
8
Interpretation
Here we can conclude that 87.30% respondents are giving weightage to brand while
12.69% respondents are not giving weightage to brand.
Sandwich
Bread
31
Bhaji
Pav
21
Specia
l Bread
7
Premiu
m Bread
4
Interpretation
Here we can conclude that sandwich bread is consumed 49.20% followed by bhaji pav
33.33%, special bread 11.11%, premium bread 6.34%.
Q.12 What size of Britannia Daily Bread has more sales in your shop?
200
Gms.
12
400
Gms.
41
800
Gms.
10
Interpretation
Here we can conclude that 400gms size of bread is sold 65.07% followed by 200gms
size of bread 19.04%,800gms size of bread 15.87%.
Very
good
22
Good
27
Average
9
Bad
very
bad
5
Interpretation
Here we can conclude that 42.85% respondents are saying that packaging of britania
Daily Bread is good, 34.92% are saying very good,14.28% are saying average, 7.93% are
saying very bad packaging.
In front
32
On desk
20
In self
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.
Q.15 What do you feel regarding price of Britannia Daily Bread comparing with
other Bread?
Cheaper
12
Competitiv
e
37
Costly
14
Interpretation
Here we can conclude that 58.73% respondents are saying that the price of Britannia
daily Bread is competitive ,22.22% are saying that price is costly and 19.04% are saying
that price is cheaper.
7.Conclusion:
Retailers are keeping Britannia daily Bread in their shop because of high
profit margin and satisfied with it.
Because of prestigious brand name Britannia Daily Bread is most sellable
brand .
Respondents are giving more preference to brand name followed by
freshness, quality, availability and price.
We find that quality and service of Britannia Daily Bread is very good
compare to other brands.
Sandwich bread is more consumed in compare to bhaji pav, special bread
and premium bread.
400gms packaging is most sellable compare to 200gms and 800gms.
We find that 42.85% respondents are saying that packaging of Britannia
Daily Bread is verygood .
We find that Britannia Daily Bread is competitive than other bread
available in the market.
8.Recommendations
During This marketing Research I have got all these suggestion for the Britannia
Daily Bread from the Retailers who are selling Britannia Daily Bread.
Many Retailers feel that Britannia Daily Bread is competitive than other bread
available in the market.
Company should all give emphasize on Expected profit margin of Retailers.
Company can also give more preference to 400 Gms. Britannia Daily Bread
having maximum sales in Retailers shop.
Company can create good relationship with the retailers in the city that will gain
the company to the greater extent.
Bibliography
Book:
Malhotra Naresh k. (2007), Marketing Research (An Applied Orientation), Fifth
edition, Ch. 1 to 12.
Websites:
Http:\bread\board of directors.htm
Http:\bread\Britannia Industries Limited Official Website.htm
Http:\bread\Daily Bread1.htm
Http:\bread\Daily Breadjh.htm
Article:
Britannia is the bread winner, Economic Times; 30th April 07
Britannia plans to raise stake in Daily Breads to 50 pc , Economic Times; 30th
Feb 07
Annexure
Questionnaire
Q.1 Do you keep Britannia Daily Bread in your shop?
[ ] Yes
[ ] No
If No then directly go to Name
Q.2 Which of the following Bread Manufacturer gives you maximum profit margin?
[ ] Bharat
[ ] Modern
[ ] Britannia
[ ] Rajlaxmi
[ ] Same
Q.3 Are you satisfied with profit margin you are getting from Britannia Daily Bread?
[ ] Yes
[ ] No
Q,4 which is the most sellable brand?
[ ] Bharat
[ ] Modern
[ ] Rajlaxmi
[ ] Same
] Britannia
Q.8
Very
Good
Good
Average
Bad
Very Bad
Sr.
Brands of bread
Bharat Bread
Britannia Bread
Modern Bread
Rajlaxmi Bread
Q.9
Very Good
Good
Average
Bad
Very Bad
] In self
Q.15 What do you feel regarding price of Britannia Daily Bread comparing with other
Bread?
[ ] Cheaper
[ ] Competitive
[ ] Costly