PROJECT

ON

PROJECT GUIDE: SUBMITTED BY:

CONTENTS

• Acknowledgement
• Preface
• Executive Summary
• Objective of the project
• Research Methodology.
• Literature Review
• Company Profile
• Trade Profile
• Marketing Plan
• Management Hierarchy
• Comparison with other business
• Govt. policies related to business
• About the topic (Market Potential)
• Findings And Analysis
• Limitation
• Summary/conclusion
• Suggestions/Recommendations
• Bibliography
• Annexure
• Word of Thanks
 • Questionnaire

ACKNOWLEDGEMENT

A work is never a work of an individual. We owe a sense of gratitude to the

intelligence and co-operation of those people who had been so easy to let us
understand what we needed from time to time for completion of this exclusive
project.

We want to express our gratitude towards Mrs. Susheela Chamoli, Marketing

Faculty, IIPM Delhi for giving us an opportunity to do this project.

Last but not the least, we would like to forward our gratitude to our friends &
other faculty members who always endured us and stood by us and without
whom we could not have envisaged the completion of our project.
PREFACE

To start any business the success entirely depends on the marketing research
done about the particular and the consumer attitude towards the product.
Marketing research plays a vital role in a business to make it success.

We have tried to put our best effort to complete this task on the basis of skill that
we have achieved during our studies in the institute.

We have tried to put our maximum effort to get the accurate statistical data.
However we would appreciate if any mistakes are brought to us by the reader.
EXECUTIVE SUMMARY

After going thick on the things, now time is to make a complete picture. While
making a product a SKU (stock keeping unit) of the shop retailers think about the
GMROI (gross margin return on investment) and they promote the brand which
provides them highest. They expect return in the form of profit margin, company
schemes, window display and reference of the shop. Among these, company
schemes make the difference and are the highest sources of motivation after
profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and brand building strategies to address the
discerning buyers and retail push to in different buyers. The manufacturer should
understand consumer behavior because retailers can’t help quality and price. It is
only up to manufacturers to deliver what consumer wants. I need to stress on it
because 58% retailers said that it is demand why they sell Britannia. 61% agree
that at retail shop it is brand popularity, which determine the purchase of biscuit.

There is a greater need to understand the retailer behavior. Considering them as

a team, working for the company may help them to be attached to the company.
There should be a feeling of belonging to the company in inner of the retailers.
This can be done by setting values club for retailers so that they may exchange
views with the company and help in understanding consumer behavior.
 CONSUMER BUYING BEHAVIOR

Understanding the buying behavior of the target market is the essential task of
marketing management under marketing concept. The consumer market consists
of all the individuals and households who buy or acquire good and services for
personal consumptions. The buying behavior tries to find out the answers for the
questions, who buys? How do they buy? Where do they buy? Do they buy?

(A) FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR

There are four major factors that influence the buying behavior such as cultural
factors, social factors, personal factors, and psychological factors.

i. CULTURAL FACTORS: Culture is the most fundamental determinant of a

person wants and behavior. Values, perceptions, preferences, and
behavior are the main variable under culture of an individual. Each culture
contains sub-culture like nationality, religious group, geographical area,
and linguistic divisions etc.

ii. SOCIAL FACTORS: A consumer behavior is also influenced by social

factors such as the consumer reference group family and social roles and
status.

iii. PERSONAL FACTORS: A buyer decision is also influenced by his or

personal characteristics, notably the buyers age, lifestyle, occupation,
economic circumstances etc.

PSYCHOLOGICAL FACTORS: a person buying choice is also influenced by

four major psychological factors such as motivation, perception, learning belief
and attitudes.
(B) BUYING DECISION PROCESS

It includes buying roles, types of buying and steps in buying process.

I. BUYING ROLE

The buying role could be classified into four parts. These are initiator, influencer,
decider and buyer.

II. TYPES OF BUYING BEHAVIOR

Consumer decision taking varies with the type of buying decision. There are four
types buying behavior such as Complex buying behavior, Habitual buying
behavior, Variety seeking buying behavior.

III. STAGES IN BUYING DECISION PROCESS

Here are five stages in buying decision process namely problem recognition
search, evaluation of alternatives purchase decision and past purchase behavior.

NEED RECOGNITION

The buying process starts with the buyer’s recognition of a problem of need. The
buyer senses a difference between his actual state and desired state.

INFORMATION SEARCH

There are different sources from where a consumer can gather information like
personal sources commercial sources, experimental sources.

EVALUATION OF ALTERNATIVES

After gathering information about different products the customer will be in a fuss
as to choose which product among the mainly alternatives consumer usually
evaluate the alternatives on traditional basis, on the basis of utility function etc.
from the many alternative consumers at last choose the best one for him.
PURCHASE DECISION

A consumer who decides to execute purchase intention will be making up to five

purchase decisions.

POST PURCHASE BEHAVIOR

After purchasing the product and services the consumer will experience some
level of satisfaction or dissatisfaction with the product and services that will
influence subsequent behavior. If consumer is satisfied he may show the
probability of buying the product the next time, satisfied customer will say good
thing about the product, proving the statement that "satisfied customer is the best
advertisement.” A dissatisfied customer may take some action against it. They
may try to reduce the dissonance by abandoning returning the product.

Understanding consumer needs and buying process is the foundation of any

company. By understanding how buyers go through problem recognition,
information search evaluation of alternatives, the purchase decision and post
purchase behavior marketers can pick up many clues as to how to meet buyers
need.
LITERATURE REVIEW

Marketing

Marketing is a societal process by which individuals and groups obtain what they
need and want through creating, offering and freely exchanging products and
services of value with others or other wise it is the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods,
services to create exchanges that satisfy individual and organizational goals.

Marketing Strategy

Marketing strategy is a set of objectives, policies and rules that leads the
company's marketing efforts. It is the marketing approach to accomplish the
bread objective of the marketing approach to accomplish the bread objective of
the marketing plan. The various process of marketing strategy are given below.

1. Selecting largest markets segmentation

2. Positioning

3. Product

4. Price

5. Place

6. Promotion

7. Research and development

8. Marketing research
Market segmentation and selecting target market

It is an effort to increase a company's precision marketing. The starting point of

any segmentation discussion is mass marketing. In mass marketing, the seller
engaged in the mass production, mass distribution and mass promotion of one
product for all buyers. Market segment consists of a large identifiable group
within a market with similar wants, purchasing power geographical location,
buying attitudes or buying habita. It is an approach midway between mass
marketing and individual marketing. Through this the choice of distribution
channels, and communicaton channels become much easier. The researchers
try to form segments by looking at consumer characteristics; geographic,
demographic, and psychographic. After segmenting the market then target
market selected.

2. Positioning:- The positioning is a creative exercise donw with an existing

product. the well known products generally hold a distinctive position in
consumer's minds. The positioning requires that every tangible aspect of product,
price, place and promotion must support the chosen positioning strategy.
Company should develop a unique selling proposition (USP) for each brand and
stick to it, PPL consistently promotes its DAP fertilizer by Higher yield at lower
cost. As companies increase the number of claims for their brand, they risk
disbelief and a loss of clear positioning. In general a company must avoid four
major positioning errors. Those are under positioning over positioning, confused
positioning and doubtful positioning.

3. Product:- A product is any offering that can satisfy a need or want. The major
types of basic offerings are goods, services, experiences, events, places,
properties, organizations, information and ideas. The company gives more
importance in quality, packaging, services etc. to satisfy the customers. The
products has it's life cycle. The product strategies are modified in different stages
of product life cycle.
4. Price:- It is the most important aspect in company's point of view. Price of the
product will be decided by the company according to the competitor's price.

5. Place:- This plays a major role in the entire marketing system. the company
emphasis on it's distribution network. Proper distribution network gives proper
availability of the product.

6. Promotion:- Promotion is the one of the major aspects in marketing

strategies. By adopting various promotional activities the company create strong
brand image. It also helps in increasing the brand awareness. It includes
advertising, sales promotioins and public relations etc.

7. Research and Development:- after testing, the new product manager must
develop a preliminary marketing strategy plan for introducing the new product in
to the market. The plan consists of three parts. The first part describes the target
market's size, structure and behavior. The second part out lines the planned
price, distribution strategy and marketing budget for the first year. The third part
of the development describes the long run sales and profit goals and marketing
mix strategy over time.
 MARKETING MIX

Target Market

Product Price Promotion Place

Product variety List price Sales promotion Channels

Quality Discounts Advertising Coverage

Design Allowances Sales forces Assortments

Features Payment period Public relation Locations

Brand name Credit terms Direct marketing Inventory

Packaging Transport

Sizes

Services

Warranties

returns

HISTORY OF BISCUITS

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits,
but do they know how biscuits began?
The history of biscuits can be traced back to a recipe created by the Roman chef
Apicius, in which "a thick paste of fine wheat flour was boiled and spread out on a plate.
When it had dried and hardened it was cut up and then fried until crisp, then served with
honey and pepper."

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus'
(meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in
Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of
their low water content, were ideal food to store.

As people started to explore the globe, biscuits became the ideal travelling food since
they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of
biscuits when these were sealed in airtight containers to last for months at a time. Hard
track biscuits (earliest version of the biscotti and present-day crackers) were part of the
staple diet of English and American sailors for many centuries. In fact, the countries
which led this seafaring charge, such as those in Western Europe, are the ones where
biscuits are most popular even today. Biscotti is said to have been a favorite of
Christopher Columbus who discovered America!

Making good biscuits is quite an art, and history bears testimony to that. During the 17th
and 18th Centuries in Europe, baking was a carefully controlled profession, managed
through a series of 'guilds' or professional associations. To become a baker, one had to
complete years of apprenticeship - working through the ranks of apprentice, journeyman,
and finally master baker. Not only this, the amount and quality of biscuits baked were
also carefully monitored.

The English, Scotch and Dutch immigrants originally brought the first cookies to the
United States and they were called teacakes. They were often flavored with nothing
more than the finest butter, sometimes with the addition of a few drops of rose water.
Cookies in America were also called by such names as "jumbles", "plunkets" and "cry
babies".

As technology improved during the Industrial Revolution in the 19th century, the price of
sugar and flour dropped. Chemical leavening agents, such as baking soda, became
available and a profusion of cookie recipes occurred. This led to the development of
manufactured cookies.

Interestingly, as time has passed and despite more varieties becoming available, the
essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains
less protein than the flour used to bake bread) sugar, and fats, such as butter and oil.
Today, though they are known by different names the world over, people agree on one
thing - nothing beats the biscuit!

Some interesting facts on the origin of other forms of biscuits:

The recipe for oval shaped cookies (that are also known as boudoir biscuits, sponge
biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900
years and dates back to the house of Savoy in the 11th century France. Peter the Great
of Russia seems to have enjoyed an oval-shaped cookie called "lady fingers" when
visiting Louis XV of France.

The macaroon - a small round cookie with crisp crust and a soft interior - seems to have
originated in an Italian monastery in 1792 during the French Revolution.

SPRING-uhr-lee, have been traditional Christmas cookies in Austria and Bavaria for
centuries. They are made from a simple egg, flour and sugar dough and are usually
rectangular in shape. These cookies are made with a leavening agent called ammonium
carbonate and baking ammonia.

The inspiration for fortune cookies dates back to the 12th and 13th Centuries, when
Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their
defence against Mongolian invaders.
Britannia
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 mechanized 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 recognized 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.

PRODUCTS
Tiger Banana

Britannia is committed to help secure every child's right

to Growth & Development through good food everyday.
Purposefully taking forward the credo of 'Eat Healthy,
Think Better ', we have launched a new variant under
our power brand TIGER - TIGER BANANA - power
packed with IRON ZOR & and with the delightful taste of
banana.

IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as
much IRON ZOR as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this nutritious and
delightful snack for children.
Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is
accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and
Rs.10.

NutriChoice SugarOut
Sounds like yesterday when people commented that healthy foods meant
"compromising on the taste." 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.
This is because NutriChoice SugarOut 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
Litetime, Chocolate cream, and Orange cream,
targeted towards all health sensitive people. It is also
relevant for consumers with sugar related ailments.
We are sure that you will be pleasantly delighted with its
great taste and equally surprised to know that it has no
added sugar.
Don't be taken for a ride when you read "Sugar Free" label on many biscuit
packs marketed in India or abroad. Even with 100% no-added sugar, wheat-
cereals in biscuits have their own natural sugar content. Britannia has chosen to
represent these biscuits with "No Added Sugar" claim, as there is no added
sugar in the processing of NutriChoice SugarOut.
Britannia 50-50 Pepper Chakkar
The launch of the latest 50-50 variant left everybody guessing "What it eez?"
From TV ads, radio, outdoor and in-store display materials to events, a website
and SMS and email blasts, traditional and new media were blended
synergistically to create excitement and curiosity about the unique taste of the
biscuit. The tangy and distinctive pepper flavoured biscuit, that's thin and crispy
and more like a snack, caught the imagination of a younger audience craving
something to nibble on. The 50-50 Pepper Chakkar launch is truly a case of
leveraging the marketing mix to best advantage.

NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in our daily life towards
healthy and active living. 24/7 we are engrossed in our
busy schedules; skipping meals, missing walks, along
with inadequate sleep and frequently eating-out, all take a heavy toll on our
health.

At least with the new and improved NutriChoice Digestive Biscuit, we have one
less thing to worry about. Made with 50% whole-wheat and packed with added
fibre (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 carton
pack.
Try one and you'll know that you've made one smart choice - NutriChoice.
Treat Fruit Rollz
All kids who have relished the yummy creamy treasures of Britannia Treat in
exciting flavors, have yet another reason to celebrate! Britannia Treat launches
the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are filled with real
fruits and provide a healthy yet mouth-watering treat to the kids. Fruit Rollz
comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy
Orange and Delicious Dates!
Want to know a little secret? They make the best tiffin treats! So during snack
time what better than to munch on the delicious and healthy Fruit Rollz and
discover the yummy fruit flavor from within the shells. Keeping up with Britannia's
platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy snacking option
for kids, while keeping the Moms assured about the goodness provided by the
fruit filling.
So go on and treat yourself to the lip-smacking snack!
New Britannia Milk Bikis

Milk Bikis, the favourite growth partner of Kids, now brings greater value and
delight to all with its new product and pack design. Recently re-launched in its
existing Southern & Eastern markets, and extended across India, the new Milk
Bikis is all set to add excitement and appeal to ‘nutritious’ food. Whoever said
that ‘good food’ needs to look ‘dull and boring’, will just have to take a look at Milk
Bikis.
With a unique and attractive honeycomb design and an
enhanced product experience, the new biscuit prompts
the ‘Kid’s will love it’ reaction amongst mothers. The
milk goodness in the recipe is now enhanced with
SMART NUTRIENTS – 4 vital vitamins, iron and iodine,
proven to aid mental and physical development in
growing kids. The premium packaging, besides appealing to kids, also ensures
that the biscuits remain fresh and crisp.
So, whether its breakfast time or snack time at school, rest assured that kids will
look forward to munching these crunchy, milky biscuits which even helps in their
development. And yes, adults won’t be far behind in reaching out for a pack
Financial Analysis
Britannia's gross sales turnover increased to Rs 18,179 mn in 2005-06 from Rs
16,154 mn in the previous year, registering a growth of 13%. Operating profit at
Rs 1,763 mn increased by 7%, profit before tax and exceptional items at Rs.
1,958 mn declined by 19% against 2004-05 , impacted by the profit on sale of
long term investments that accrued to 'other income' last year.

[Fig- 2.1: Gross Sales of Britannia]

The Company achieved these results despite significant increases in input cost,
particularly sugar, fuel and oils, coupled with aggressive pricing in the industry.
Your Company's focused initiatives on commercialising market place
opportunities, supply chain efficiencies and overall cost management resulted in
its top line growth and profitability. Operating margin at 10.3% in 2005-06
compared with 10.9% in the previous year was impacted by the inflation in input
costs.
Despite stiff competition, your Company stabilised and held its overall market
share at 31.7% in volume and 38.8% in value for the last year.
Exports turnover during the year was Rs 111.71 mn against Rs 71.65 mn in
2004-05, a growth of 56%
[Fig 2.2: Earning per Share of Britannia]

1550
1500
1450 28-o1

1400 29-01
30-01
1350
31-01
1300
01-02
1250
1200
Opening High of the Day Low of the Day Closing

[Fig 2.3: Graph of Share Movement of Britannia Industry on the BSE]

THE INDUSTRY

Biscuits derive its name from a French word meaning twice backed bread;
Biscuits in general have a good shelf life, which is higher than all other snack
items available in the market.

India is the second largest producer of biscuits in the world after the U.S.A. but
still the per capita consumption is only 2.3 kg/year of developed countries. As per
the latest survey done by N.C.A.E.R., 49 biscuits are consumed in rural areas.
The penetration of biscuits into households stands at an average of 83.2% with
the rural penetration at 77% and urban penetration at 88%. Biscuits are reserved
for the small scale sector but there are strong possibilities of the industry being
deserved in line with the government policy of liberalization. The net effect thus
would be greater choice for the consumer as well as a check on the costs.

The country production of the biscuits during 2004-05 was 18.6 Lac tons of which
1/2 were manufactured by the organized sector. The industry turn over was
5322.7 Crores of which organized sector contributed 2519.3 crores.

Britannia, makers of Britannia biscuits, doubled capacity from 25 tonnes a day to

50 tonnes and plans to be a national brand soon. In an aggressive mode, the
North dominated biscuit player has increased its ad budget to Rs. 5 crore this
year from Rs. 3 crore last year. Britannia has also recently invested about Rs. 5
crore in the modernization and expansion of its production and packing its
production capacity of 40 tonnes per day to 100 tonnes per day by next year. The
aim: to take the current turnover of Rs. 50 crore to Rs. 100 crore by the year.

The low priced brand claims to have a 15 per cent market share in the North and
is aggressively eyeing a bigger bite of the Rs. 2,500 crore biscuit industry. The
brand plans to gain a 40 per cent market share in the North by the year of.
The company's strategy has been to attract new consumer segments and widen
its consumer base with its well packaged low priced offerings. Britannia's
success has also come from its formidable.

It gives me great pleasure to introduce the Summer Training Report. It is based

on the survey conducted in East Delhi region on Biscuit industry. The applicability
of various branding strategies play crucial role in marketing in product. the
applicability has grown due to the liberalization, competition and technological
changes taking place in corporate world.

In this project the various branding strategies adopted by the company has been
studied and compared on the basis of current market scenario. It gives the idea
about the market share enjoyed by the different companies in the Biscuit
Industry. It provides the adequate coverage of many issues related to biscuit
industry. The objective of this report is to give the market share of Britannia
biscuits in the Indian capital (New Delhi). It has been made possible by knowing
the consumer's behaviour and by studying the patterns adopted by the retailers.
It gives us very precise view about the existing demand of Britannia biscuits and
demand of their products as compared to other competitors. It also highlights the
changing market trends and consumer preferences, why they have shifted from
finally pack to pouch pack. The annual growth rate of the industry is about
12.5%. However, the growth of cream biscuits, assorted or special variety is the
range of 30-40%.

The organized sector consists of large, medium and small scale biscuit
manufacturers who produce packed biscuits. The major players in this sector are
Britannia, Bakeman’s, and Parle, etc. the unorganized sector comprises of small
bakery units, cottage and household type manufacturing plants. These units
distribute their biscuits in the surrounding vicinity of their manufacturing locations
of say 20-50 kms. The country production of biscuits during 2005-06 is estimated
to be about 19.5 lack tons. Out of which 1/2 again is expected from unorganized
sector.
 Britannia
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 mechanized 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 recognized 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.

PRODUCTS
Tiger Banana

Britannia is committed to help secure every child's right

to Growth & Development through good food everyday.
Purposefully taking forward the credo of 'Eat Healthy,
Think Better ', we have launched a new variant under
our power brand TIGER - TIGER BANANA - power
packed with IRON ZOR & and with the delightful taste of
banana.

IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as
much IRON ZOR as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this nutritious and
delightful snack for children.
Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is
accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and
Rs.10.

NutriChoice SugarOut
Sounds like yesterday when people commented that healthy foods meant
"compromising on the taste." 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.
This is because NutriChoice SugarOut 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
Litetime, Chocolate cream, and Orange cream,
targeted towards all health sensitive people. It is also
relevant for consumers with sugar related ailments.
We are sure that you will be pleasantly delighted with its
great taste and equally surprised to know that it has no
added sugar.
Don't be taken for a ride when you read "Sugar Free" label on many biscuit
packs marketed in India or abroad. Even with 100% no-added sugar, wheat-
cereals in biscuits have their own natural sugar content. Britannia has chosen to
represent these biscuits with "No Added Sugar" claim, as there is no added
sugar in the processing of NutriChoice SugarOut.
Britannia 50-50 Pepper Chakkar
The launch of the latest 50-50 variant left everybody guessing "What it eez?"
From TV ads, radio, outdoor and in-store display materials to events, a website
and SMS and email blasts, traditional and new media were blended
synergistically to create excitement and curiosity about the unique taste of the
biscuit. The tangy and distinctive pepper flavoured biscuit, that's thin and crispy
and more like a snack, caught the imagination of a younger audience craving
something to nibble on. The 50-50 Pepper Chakkar launch is truly a case of
leveraging the marketing mix to best advantage.

NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in our daily life towards
healthy and active living. 24/7 we are engrossed in our busy schedules; skipping
meals, missing walks, along with inadequate sleep and frequently eating-out, all
take a heavy toll on our health.

At least with the new and improved NutriChoice Digestive Biscuit, we have one
less thing to worry about. Made with 50% whole-wheat
and packed with added fibre (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 carton pack.
Try one and you'll know that you've made one smart
choice - NutriChoice.
Treat Fruit Rollz
All kids who have relished the yummy creamy treasures of Britannia Treat in
exciting flavors, have yet another reason to celebrate! Britannia Treat launches
the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are filled with real
fruits and provide a healthy yet mouth-watering treat to the kids. Fruit Rollz
comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy
Orange and Delicious Dates!
Want to know a little secret? They make the best tiffin treats! So during snack
time what better than to munch on the delicious and healthy Fruit Rollz and
discover the yummy fruit flavor from within the shells. Keeping up with Britannia's
platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy snacking option
for kids, while keeping the Moms assured about the goodness provided by the
fruit filling.
So go on and treat yourself to the lip-smacking snack!
New Britannia Milk Bikis

Milk Bikis, the favourite growth partner of Kids, now brings greater value and
delight to all with its new product and pack design. Recently re-launched in its
existing Southern & Eastern markets, and extended across India, the new Milk
Bikis is all set to add excitement and appeal to ‘nutritious’ food. Whoever said
that ‘good food’ needs to look ‘dull and boring’, will just have to take a look at Milk
Bikis.
With a unique and attractive honeycomb design and an
enhanced product experience, the new biscuit prompts
the ‘Kid’s will love it’ reaction amongst mothers. The
milk goodness in the recipe is now enhanced with
SMART NUTRIENTS – 4 vital vitamins, iron and iodine,
proven to aid mental and physical development in
growing kids. The premium packaging, besides appealing to kids, also ensures
that the biscuits remain fresh and crisp.
So, whether its breakfast time or snack time at school, rest assured that kids will
look forward to munching these crunchy, milky biscuits which even helps in their
development. And yes, adults won’t be far behind in reaching out for a pack
Financial Analysis
Britannia's gross sales turnover increased to Rs 18,179 mn in 2005-06 from Rs
16,154 mn in the previous year, registering a growth of 13%. Operating profit at
Rs 1,763 mn increased by 7%, profit before tax and exceptional items at Rs.
1,958 mn declined by 19% against 2004-05 , impacted by the profit on sale of
long term investments that accrued to 'other income' last year.

[Fig- 2.1: Gross Sales of Britannia]

The Company achieved these results despite significant increases in input cost,
particularly sugar, fuel and oils, coupled with aggressive pricing in the industry.
Your Company's focused initiatives on commercialising market place
opportunities, supply chain efficiencies and overall cost management resulted in
its top line growth and profitability. Operating margin at 10.3% in 2005-06
compared with 10.9% in the previous year was impacted by the inflation in input
costs.
Despite stiff competition, your Company stabilised and held its overall market
share at 31.7% in volume and 38.8% in value for the last year.
Exports turnover during the year was Rs 111.71 mn against Rs 71.65 mn in
2004-05, a growth of 56%
[Fig 2.2: Earning per Share of Britannia]

1550
1500
1450 28-o1

1400 29-01
30-01
1350
31-01
1300
01-02
1250
1200
Opening High of the Day Low of the Day Closing

[Fig 2.3: Graph of Share Movement of Britannia Industry on the BSE]

CONCLUSION

After going thick on the thing, now time is to make a complete picture. While
making a product a SKU (Stock Keeping Unit) of the shop retailers think about
the GMROI (Gross Margin Return On Investment) and they promote the brand
which provide them highest. They expect return in the form of profit margin,
company schemes, window display and references of the shop. Among these,
company schemes make the differences and are the highest source of motivation
after profit margin. Retailing demands a constant push from the company.
Marketer needs to use advertising and brand building strategies to address the
discerning buyers and retail push to in different buyers. The manufacturer should
understand consumer behavior because retailers can't help quality and price. It is
only up to dealers said it is demand they sell Britannia 42% agree that at retail
shop it is brand popularity, which determine the purchase of biscuit.

There is a greater need to understand the retailer behavior considering them as a

team working for the company may help them to be attached to the company.
There should be feeling of belonging to the company in inner of the retailers.
Setting values club for retailers so that they may exchange views with the
company and help in understanding consumer behavio

BIBLIOGRAPHY

BOOKS

AUTHOR PHILIP KOTLER

TITLE MARKETING MANAGEMENT

PLACE OF PUBLICATION PRENTICE HALL OF INDIA LTD.

NEW DELHI

DATE OF PUBLICATION SEPTEMBER

NUMBER OF PAGES 31-50

MAGAZINE

AUTHOR MURTHY E.N.

TITLE ANALYST
The Marketing Mix and 4 Ps

Understanding how to position your market offering

Products at the right price in the right place!

© iStockphoto/Nikada
What is marketing? The definition that many marketers learn
as they start out in the industry is:
Putting the right product in the right place, at the right price,
at the right time.
It's simple! You just need to create a product that a
particularly group of people want, put it on sale some place
that those same people visit regularly, and price it at a level
which matches the value they feel they get out of it; and do
all that at a time they want to buy. Then you've got it made!
There's a lot of truth in this idea. However, a lot of hard work
needs to go into finding out what customers want, and
identifying where they do their shopping. Then you need to
figure out how to produce the item at a price that represents
value to them, and get it all to come together at the critical
time.
But if you get just one element wrong, it can spell disaster.
You could be left promoting a car with amazing fuel-
economy in a country where fuel is very cheap; or publishing
a textbook after the start of the new school year, or selling
an item at a price that's too high – or too low – to attract the
people you're targeting.
The marketing mix is a good place to start when you are
thinking through your plans for a product or service, and it
helps you avoid these kinds of mistake.
Understanding the Tool
The marketing mix and the 4 Ps of marketing are often used
as synonyms for each other. In fact, they are not necessarily
the same thing.
"Marketing mix" is a general phrase used to describe the
different kinds of choices organizations have to make in the
whole process of bringing a product or service to market.
The 4 Ps is one way – probably the best-known way – of
defining the marketing mix, and was first expressed in 1960
by E J McCarthy.
The 4Ps are:
• Product (or Service)

• Place
• Price
• Promotion
A good way to understand the 4 Ps is by the questions that
you need to ask to define you marketing mix. Here are some
questions that will help you understand and define each of
the four elements:
Product/Service
• What does the customer want from the
product/service? What needs does it satisfy?
• What features does it have to meet these needs?
 • Are there any features you've missed out?
• Are you including costly features that the
customer won't actually use?
• How and where will the customer use it?
•What does it look like? How will customers
experience it?
• What size(s), color(s), and so on, should it be?
• What is it to be called?
• How is it branded?
• How is it differentiated versus your competitors?
•What is the most it can cost to provide, and still be
sold sufficiently profitably? (See also Price, below).
Place
• Where do buyers look for your product or service?
•If they look in a store, what kind? A specialist
boutique or in a supermarket, or both? Or online? Or
direct, via a catalogue?
• How can you access the right distribution channels?
• Do you need to use a sales force? Or attend trade
fairs? Or make online submissions? Or send samples to
catalogue companies?
• What do you competitors do, and how can you learn
from that and/or differentiate?
Price
• What is the value of the product or service to the
buyer?
•Are there established price points for products or
services in this area?
• Is the customer price sensitive? Will a small decrease
in price gain you extra market share? Or will a small
 increase be indiscernible, and so gain you extra profit
margin?
•What discounts should be offered to trade customers,
or to other specific segments of your market?
• How will your price compare with your competitors?
Promotion
• Where and when can you get across your marketing
messages to your target market?
• Will you reach your audience by advertising in the
press, or on TV, or radio, or on billboards? By using
direct marketing mailshot? Through PR? On the
Internet?
• When is the best time to promote? Is there
seasonality in the market? Are there any wider
environmental issues that suggest or dictate the
timing of your market launch, or the timing of
subsequent promotions?
•How do your competitors do their promotions? And
how does that influence your choice of promotional
activity?
The 4Ps model is just one of many marketing mix lists that
have been developed over the years. And, whilst the
questions we have listed above are key, they are just a
subset of the detailed probing that may be required to
optimize your marketing mix.
Amongst the other marketing mix models have been
developed over the years is Boom and Bitner's 7Ps,
sometimes called the extended marketing mix, which
include the first 4 Ps, plus people, processes and physical
layout decisions.
Another marketing mix approach is Lauterborn's 4Cs, which
presents the elements of the marketing mix from the
buyer's, rather than the seller's, perspective. It is made up of
Customer needs and wants (the equivalent of product), Cost
(price), Convenience (place) and Communication
(promotion). In this article, we focus on the 4Ps model as it is
the most well-recognized, and contains the core elements of
a good marketing mix.
Using the 4Ps Marketing Mix Model
The marketing mix model can be used to help you decide
how to take a new offer to market. It can also be used to test
your existing marketing strategy. Whether you are
considering a new or existing offer, follow the steps below
help you define and improve your marketing mix.
1. Start by identifying the product or service that
you want to analyze.
2. Now go through and answers the 4Ps questions
– as defined in detail above.
3. Try
asking "why" and "what if" questions too, to
challenge your offer. For example, ask why your
target audience needs a particular feature. What if you
drop your price by 5%? What if you offer more colors?
Why sell through wholesalers rather than direct
channels? What if you improve PR rather than rely on
TV advertising?

Tip:
Check through your answers to make sure they are based on
sound knowledge and facts. If there are doubts about your
assumptions, identify any market research, or facts and
figures that you may need to gather.

4. Once you have a well-defined marketing mix, try

"testing" the overall offer from the customer's
perspective, by asking customer focused questions:
 1. Does it meet their needs? (product)
2. Will they find it where they shop? (place)
3. Will they consider it's priced favorably?
(price)
4. And will the marketing communications reach
them? (promotion)
5. Keep on asking questions and making changes
to your mix until you are satisfied that you have
optimized your marketing mix, given the information
and facts and figures you have available.
6. Review you marketing mix regularly, as some
elements will need to change as the product or
service, and its market, grow, mature and adapt in an
ever-changing competitive environment.