BRITANNIA BISCUITS

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 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.
Questionnaire for Research Project:
Name:
Position:
Your product description?
Q1. Does market research is useful?
a) agree b) strongly agree c) disagree d) strongly disagree e) nor agree or
disagree
Q2. Market research gives solution for all problem?
a) agree b) strongly agree c) disagree d) strongly disagree e) nor agree or
disagree
Q3. Does your company conduct Market Research?
A) Yes

B)No

Q4. If yes, is it conducted by company itself or by some other company?

A)Itself

B) Other company

Q5. Targeted audiences?

a) Children b) youngster c) aged people
Q6. For which category of formulations, market research is being conducted?

A) Better Quality b) better service c) new product implementation

Q7: Is market research conducted?
A)During working hours B)Separately
Q8: Market research is conducted for
A)New products B)Existing products C)Both new & existing products
Q9: How frequently the market potential of your product is being measured?
A)Weekly B)Monthly C)Quarterly D)Yearly E)Never
Q10: Do you monitor your competitor's activities?
A)Yes B)No
Q11: Is survey done on
A)Selected outlets B)Randomly
Q12: How do you monitor your new product acceptance?
A) From retailer B) from wholesaler C) from customer D)All of them
Q13: Do you analyze your market share?
A)Yes B)No
Q14: To which more preference is given when new product is launched?
A)New product only B)Existing fast moving product only C)Both new and
existing fast moving products
D)All existing products
Q15. What is your company motive ?
a) Profit b) service c) both
Q16. Do you prefer market research helps to give solution for your problem?
A) agree b) strongly agree c) disagree d) strongly disagree
Q17. Who is your target audience?
A) children b) youngster c) aged people

Q18. 18.Why do your customers select you over your competitors ?

A) less of cost b) service c) quality and taste
Q19. What is your pricing strategy?
a) Penetration b) skimming

Q20. Whom do you seek advice from for your business?

a) Customer b) researcher
Q21. How you make people aware of your business?
a) By service b) promotion
Q22. How do you promote the product?
a) Print Advertisement b) word of mouth
Q23. Why do you select factor outside cities?
a) Less rent b) people free
Q24. Profit margin per month?
a)

50% More than cost of production b)less than 40% c) between 40 50%

Q25: place of distribution?

a) Rural b) urban
Q26: Do you conduct market research for
A)Personal interest B)Mandatory by company
Q27: Who are respondents for your market research?
A) customer B)Retailers C)Wholesalers
Q28: Do you think information provided is authentic or sufficient for
company?

A) agree b) strongly agree c) disagree d) strongly disagree e) nor agree or

disagree
Q29. Package does make more buyer?
a) Yes b) no
Q30. Does you think your product satisfy customer wants?
a) agree b) strongly agree c) disagree d) strongly disagree e) nor agree or
disagree
Q31. Your competitor?
a) Parle b) ITC c) no one
Q32. does your product reach village also?
a) Yes b) no
Q33. How often do you get customer feedback?
a) Daily b) weekly c) monthly d) yearly
Q34. Customer schemes (like free toys, games) gains more buyer?
a) Yes b) no
Q35. Does your product is fit for global level challenges?

a)

Yes b) no

Types of questionnaire scaling used in this study

1) Likert scale 1, 2 16, 28
2) Dichotomous Questions 3, 10, 13 ,32. 35
3) Closed format questionnaire - 4, 5, 11, 12, 15, 17, 19, 20, 21, 23, 24,
25, 27, 29, 30, 31, 33, 34.
4) Semi closed format 7, 8 , 9, 14, 18, 22, 26
I had used these three types scaling because these threetype of
scaling helps to analyze the study properly
1) Likert scale : it is an ordinal psychometric measurement of attitudes, beliefs
and opinions. In each question, a statement is presented in which a respondent
must indicate a degree of agreement or disagreement in a multiple choice type
format
2) Dichotomous question : Among dichotomous questions are those questions that
include only two possible answers. They are used for clear distinction of qualities,
experiences or respondents opinions.
3) Closed format questions : Close-ended questions do not offer the possibility to
specify answers by text description. Among the close-ended questions are
special types of questions, which are suitable for examining heterogeneous
qualities of variables.
4) Semi closed format : Semi-close-ended questions are suitable to use in cases
where you need to get a particular and textual response. The textual answer is
usually defined as a separate answer at the end. Respondents choose it if they
cannot choose from one of the suggested answers.