Final Parle-g & Britannia

8/9/2019 Final Parle-g & Britannia

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Shamsuddin Kadri,Roll No. : 1344270083 2 MBA-IIIrd Sem.

INTRODUCTION TO THE TOPIC

CONSUMER

The term “customer” is typically used to refer to someone who regularly purchases a

particular store or company. Thus, a person who shops at FOOD-WORLD or who uses

Pepsodent tooth is viewed as a customer of these firms.

The traditional view points have been to define consumers strictly in terms of economic

goods and services. This position holds that consumers are potential purchasers of products

and services offered sale. Here our primary attention will be directed toward ultimate

consumers, those individuals, who purchase for the purchase of individual or household

consumption. And thus, this view has been broadened over time so that at least some scholars

now do not consider a monetary exchange essential to the definition of consumer.

CONSUMER MARKET & BUYER BEHAVIOUR :

The aim of marketing is to meet and satisfy target customers needs and wants. But getting

to know your customers is never a simple job. Customers may state their needs and wants but

act otherwise. They may not be in touch with their deeper motivations. They may respond to

influences that change their mind at the last minute.

BRAND :

Branding has been around for centuries as a means to distinguish the goods of one

producer from those of another. In fact, the word brand is derived from the Old Norse word

brandr, which means "to burn," as brands were and still are the means by which owners of


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livestock mark their animals to identify them. According to the American Marketing

Association (AMA), a brand is a "name, term, sign, symbol, or design, or a combination of

them, intended to identify the goods and services of one seller or group of sellers and to

differentiate them from those of competition."

Thus, the key to creating a brand, according to the AMA definition, is to be able to

choose a name, logo, symbol, package design, or other attribute that identifies a product and

distinguishes it from others. These different components of a brand that identify and

differentiate it can be called brand elements. Brand elements come in many different forms.

For example, consider the variety of brand name strategies that exist. In some cases, the

company name is essentially used for all products (e.g., as with General Electric and Hewlett-

Packard). In other cases, manufacturers assign individual brand names to new products that

are unrelated to the company name (e.g., as with Procter & Gamble and their Tide, Pampers,

Iams, and Pantene product brands).

Definition :

An identifying symbol, words, or mark that distinguishes a product or company from its

competitors. Usually brands are registered (trademarked) with a regulatory authority and so

cannot be used freely by other parties. For many products and companies, branding is an

essential part of marketing.

Branding:

Definition

Entire process involved in creating a unique name and image for a product (good or service)

in the consumers' mind, through advertising campaigns with a consistent theme. Branding

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aims to establish a significant and differentiated presence in the market that attracts and

retains loyal customers.

Brand awareness :

Brand awareness is a marketing concept that refers to a consumer knowing of a brand's

existence; at aggregate (brand) level it refers to the proportion of consumers who know of the

brand.

Brand equity :

Brand equity refers to the marketing effects or outcomes that accrue to a product with its

brand name compared with those that would accrue if the same product did not have the

brand name [1][2][3][4]. And, at the root of these marketing effects is consumers' knowledge. In

other words, consumers' knowledge about a brand makes manufacturers/advertisers respond

differently or adopt appropriately adept measures for the marketing of the brand

Brand Strategy :

A plan that employs a unique set of design tools - logo, palette, typefaces, formats, images,

and language - created for an organization and applied to all its communication tools: annual

report, letterhead, business cards, packaging, .

Brand Awareness :

Brand awareness consists of brand recognition and brand recall performance. Brand

recognition relates to consumers ability to confirm prior exposure to the brand when given the

brand as a cue. In other words, brand recognition requires that consumers can correctly

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discriminate the brand as having been previously seen or heard. For example when consumers

go to the store, is it the case that they will be able to recognize the brand as one to which they

have already been exposed. In other words brand recall requires that consumers correctly

generate the brand from memory when given a relevant cue. For example, recall of Kellogg's

Corn Flakes will depend on consumers ability to retrieve the brand when they think of the

cereal category.

Brand Image :

A positive brand image is created by marketing programs that link strong, favorable and

unique associations to the brand in memory. The definition of customer-based brand equity

does not distinguish between the source of brand associations and the manner in which they

are formed; all that matters is the resulting favorability, strength and uniqueness of brand

associations. This realization has important implications for building brand equity. Besides

marketer-controlled sources of information brand associations can also be created in a variety

of other ways: by direct experience; from information communicated about the brand from the

firm or other commercial or non partisan sources.


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OPERATIONAL DEFINITIONS OF THE CONCEPTS :

Brand: A brand is a name, term, symbol, design, or other feature that identifies one seller‟s

good or service as distinct from those of other sellers.

Brand Name: A brand name is that part of a brand that can be spoken, including letters,

words, and numbers; a brand name is of ten a product‟s only distinguishing characteristic

Brand Loyalty: Brand loyalty is a customer‟s favorable attitude toward a specific brand,

which affects the likelihood of consistent purchase of this brand when the need arises for a

product in this product category.


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Fast Moving Consumer Goods

FMCG Industry :

FMCG are products that have a quick shelf turnover, at relatively low cost and don't require a

lot of thought, time and financial investment to purchase

• „Fast Moving‟ is in opposition to consumer durables such as kitchen appliances that

are generally replaced less than once a year.

• Three of the largest and best known examples of Fast Moving Consumer Goods

companies are Nestlé, Unilever and Procter & Gamble.

• The Indian FMCG sector is an important contributor to the country's GDP. It is the

fourth largest sector in the economy and is responsible for 5% of the total factory

employment in India .

• This has been due to liberalization, urbanization, increase in the disposable incomes

and altered lifestyle.

•

. The lower-middle income group accounts for over 60% of the sector's sales. Rural

markets account for 56% of the total domestic FMCG demand.


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OBJECTIVE OF THE STUDY

To make a thorough understanding of Branding & its significance in increasing the

sales of the organization.

Detail study about evolution of biscuits & its process.

Growth & future prospects of FMCG-Biscuits segment in India economy.

To know about Parle & Britannia Company & their growth in Indian market.

To Conceptual analysis the Glucose Biscuits brand strategy.

To study the factors influencing brand decision.

To study the impact of the price increase of 100-gram Parle-G on 100-gram

Britannia Tiger.

To understand the market potential of Britannia Tiger biscuits.

To know different Britannia products which both domestic & International brand.


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SCOPE OF THE STUDY

Many people think that market research is just a consumer perceptions, asking consumer

about certain product or services. Though consumer research is an integral part of marketing

research, the latter‟s quite a pervasive activity, conveying the various types of marketing

problems that confront the marketing manager. There are various discussion confined to the

market research which are as follows-

Product Research

Sales Research

Customer Research

Pricing Research

Advertising Research


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Britannia Industries Ltd (BIL)

Britannia India Ltd was incorporated in 1918 as Britannia Biscuit Co. Ltd and

currently the Groupe Danone (GD)of France (a global major in the food processing

business) and the Nusli Wadia Group hold a 45.3 per cent equity stake in BIL

through AIBH Ltd (a 50:50 joint venture). BIL is a dominant player in the Indian

biscuit industry.

The company holds a 40 per cent market share in the overall organized biscuit

market and has a capacity of 300,000 tons per annum .Currently, the bakery product

business accounts for 99.1 per cent of BIL‟s turnover. The company reported net sales

of US$ 280 million in 2002-03. Britannia Industries Ltd (BIL) has increased its

manufacturing capacity through outsourced contract manufacturing and green field

plant in Uttaranchal to expand its share in the domestic biscuit and confectionery

market. Britannia Industries Limited(BIL) is engaged in the provision of bakery

products, including biscuits, bread, rusk and cakes, and dairy products. The company

primarily operates in India. The company‟s product s include 50-50, Good Day, Little

Hearts, Marie Gold, Milk Bikis, Nice Time, Nutri choice , Pure Magic , Tiger , and

Treat. It is headquartered in Kolkata, India and employed about 1,982 people as on

March 2009. The company recorded revenues of INR 34,212.3 million (approximately

$746.5 million) during fiscal year March 2009 (FY 2009), an increase of 23.2% over


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FY 2008. The operating profit of the company was INR 1, 782.4 million (

approximately $38.9 million) during FY 2009, a decrease of 15.4% compared with

FY2008. The net profit was INR 1,514.8 million (approximately $33.1 million) in

FY2009, a decrease of 14.6% compared with FY 2008.

The History of 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 Indian ness of the firm. Four years

later in 1983, it crossed the Rs. 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.

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.

In 1975, the Britannia 100crores 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


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products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further

fortified the affinity consumers had with 'Brand Britannia'.

Britannia strode into the 21

st

Century as one of India's biggest brands and the

preminent 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.


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THE BOARD OF DIRECTORS

NAME DESIGNATION

Mr. Nusli Neville Wadia Chairman

Ms. Vinita Bali Managing Director

Mr. Grorge Casala Director

Mr. Keki Dadiseth Director

Mr. Avijit Deb Director

Mr. Stephan Gerlich Director

Mr. A K Hirjee Director

Mr. Nimesh N Kampani Director

Mr. S.S.Kelkar Director

Dr. Vijay Kelkar Director

Mr. Pratap Khanna Director

Mr. Jeh N Wadia Director

Mr. Francois Xavier Roger Director

Field Marshall Sam Manekhshaw Director Emeritus


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MANAGEMENT TEAMS

Managing Director

(Vinita Bali)

VP & Head of MarketingSales and Innovations(Neeraj Chandra)

VP & Head of Operators

(Rajesh K. Lal)

VP & Head of Quality(P. Shyam Sunder)

Head of Human Resources

(S. Ramesh Shankar)

Chief Financial Officer

(Durgesh Mehta)


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THE ORIGIN OF “EAT HEALTHY THINK BETTER ”

Britannia- the „biscuit‟ leader with a history – has withstood the tests of time. Part of the

reason for its success has been its ability to resonate with the changes in consumer needs that

have varied significantly across its 100+ year epoch. With consumer democracy reaching new

levels, the one common thread to emerge in recent times has been the shift in lifestyles and a

corresponding awareness of health. People are increasingly becoming conscious of dietary

care and its correlation to wellness and matching the new pace to their lives with improved

nutritional and dietary habits. This new awareness has seen consumers seeking foods that

complement their lifestyles while offering convenience, variety and economy, over and above

health and nutrition.

Britannia saw the writing on the wall. Its "Swasth Khao Tan Man Jagao" (Eat Healthy, Think

Better) re-position directly addressed this new trend by promising the new generation a

healthy and nutritious alternative - that was also delightful and tasty.

Thus, the new logo was born, encapsulating the core essence of Britannia - healthy, nutritious,

optimistic - and combining it with a delightful product range to offer variety and choice to

consumers.


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MILE STONES

1892 The Genesis - Britannia established with an investment of Rs.295 in Kolkata

1910 Advent of electricity sees operations mechanized

1921 Imported machinery introduced; Britannia becomes the first Company East of

the Suez to use gas ovens

1939 Sales rise exponentially to RS.16,27,202 in 1939

1944 During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore

1975 Britannia Biscuit Company takes over biscuit distribution from Parry's

1978 Public issue - Indian shareholding crosses 60%

1979 Re-christened Britannia Industries Ltd. (BIL)

1983 Sales cross Rs. 100 crore

1989 The Executive Office relocated to Bangalore

1992 BIL celebrates its Platinum Jubilee

1993 Wadia Group acquires stake in ABIL, UK and becomes an equal Partner with

Group Danone in BIL

1994 Volumes cross 1,00,000 tons of biscuits

1997 Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new

mission: 'Make every third Indian a Britannia Consumer' BIL enters the dairy products

market.

1999 "Britannia Khao World Cup Jao" - a major success! Profit up by 37%

2000 Forbes Global Ranking - Britannia among Top 300 small companies

2001 BIL ranked one of India's biggest brands No.1 food brand of the country

Britannia Lagaan Match: India's most successful promotional activity of the year

Maska Chaska: India's most successful FMCG launch


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2002 BIL launches joint venture with Fonterra, the world's second largest dairy

company.

Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global

Economic Times ranks BIL India‟s 2nd Most Trusted Brand

2003 „Treat Duet' - most successful launch of the year

Britannia Khao World Cup Jao rocks the consumer lives yet Again

2004 Britannia accorded the status of being a „Super brand' Volumes cross 3,00,000

tons of biscuits.

Good Day adds a new variant - Coconut - in its range

2005 Re-birth of Tiger - (Swasth Khao, Tiger Ban Jao' becomes the Popular chant!

Britannia launched „Greetings‟ range of premium assorted gift Packs The launch of yet

another exciting snacking option Britannia 50-50 Pepper Chakkar

2007 Britannia industries formed a joint venture with the Khimji Ramdas Group and

acquired a 70 percent beneficial state in the Dubai-based Strategic Foods International

Co. LLC and 65.4% in the Oman-based AI Sallan Food Industries Co. SAOG.

2008 Britannia launched Iron Fortified 'Tiger Banana' biscuits, 'Good Day Classic

Cookies‟ Low Fat Dahi and renovated „MarieGold‟.

2009. Britannia NutriChoice Nature Spice Crackers launched. Your favorite Cream

Crackers, now made even more exciting with the addition of "Sabut" Ajwain and Jeera

spices. Britannia takes full control of Daily Bread. Britannia-Fonterra joint venture

dairy business restructured.


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2010. Britannia NutriChoice launches a New Year pack - the Health Starter Kit. The

Health Starter Kit contains 1 pack each of NutriChoice Hi-Fiber Digestive,

NutriChoice 5 Grain, NutriChoice Nature Spice Cracker bundled together with a Fit

Sip Sipper and a fitness chart. All this only for Rs 100.


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GLOBAL PARTNERS

The Wadia Group of India along with Group Danone of FRANCE is equal shareholders in

ABIL,UK which is a major shareholder in Britannia Industries Limited. GROUPE DANONE

is an International FMCG Major specializing in Fresh Dairy Products, Bottled Water and

Biscuits/ Cereals. One of the World leaders in the food industry, these are some of the laurels

it possesses:

No #1 worldwide in Fresh Dairy Products

No #1 worldwide equally placed in Bottled Water(by volume)

No #2 worldwide in Biscuits and Cereal Products

Through its three core businesses (Fresh Dairy Products, Beverages and Biscuits and

Cereal Products), GROUPE DANONE is committed to improving the lives of people

around the world by providing them with better food products, a wider variety of

flavors and healthier pleasures. Its dominant position worldwide is based on major

international brands and on its solid presence in local markets (about 70% of global

sales come from brands that are local market leaders).

GROUPE DANONE is recognized for the dynamism and strength of its brands:

Danone:

the leading brand worldwide for Fresh Dairy Product; DANONE represents almost

20% of the international market. DANONE is present in 40 countries worldwide.

Evian: the best selling mineral water brand, with 1.5 billion bottles sold every

year. Present in the 5 continents, in 125 countries.


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LU: the second brand worldwide, the first biscuits brand of GROUPE

DANONE, which represents almost the half of the sales for the Biscuits and

Cereal Products division. LU is mainly present in Western Europe.

Wahaha: the leading brand for refreshing still water (water, readymade tea.

Fruit juices). The brand is one of the most popular in China, with more than 1.5

billion litres of water sold each year. Its name means “the child who laughs”.


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THE BIL PRODUCTS

Nutri Choice Sugar Out:

Nutri Choice Sugar Out 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 Nutri Choice Sugar Out 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 Lifetime, Chocolate cream, and

Orange cream.


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Nutri Choice Digestive Biscuit:

The new and improved Nutri Choice Digestive Biscuit, have one less thing to worry about.

Made with 50% whole-wheat and packed with added fiber (10% of our daily dietary needs),

these delightfully tasty biscuits are amongst your healthiest bites of the day

Treat Fruit Rollz:

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

come in four masti fruit flavors – Juicy Apple, Strawberry Surprise, Tangy Orange and

Delicious Dates!


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New Britannia Milk Bikis:

Milk Bikis is 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 „Kids 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 and growing kids. 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!


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Britannia Marie Gold Doubles:

Everybody‟s favorite Marie biscuit now comes in a completely new avatar! Recently launched

in Tamil Nadu, Britannia Marie Gold Doubles is all about doubling expectations and

experience. Naturally, everything about it is new and exciting. This special variant of Marie,

through a patented production process, offers three delicious layers in a new flavor concept –

with the same old crispiness and a subtle new taste. The shape of the new Marie Gold

Doubles biscuit is completely altered and nowhere resembles the classic round Marie biscuit.


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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,email blasts 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.

Nutrichoice Health Starter Kit:

2010 - Britannia Nutrichoice launches a New Year pack - the Nutrichoice Health Starter

Kit Created for everyone who makes a New Year resolution to become healthy and does not


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follow through on it. Nutrichoice Hi-Fiber Digestive, Nutrichoice 5 Grain and Nutrichoice

Nature Spice Cracker.

Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen healthy cereals

(Oats that help reduce bad cholesterol, Corn which promotes heart health, Ragi a good source

of both Calcium as well as Fibre, Rice low in fat, and Wheat that provides wholesome

energy). These biscuits are delicately sweetened with natural honey, and come in a unique

large oval shape.

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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.

Little Hearts:

Little Hearts was launched in 1993 and targeted the growing youth segment. A completely

unique product, it was the first time biscuits were retailed in pouch packs like potato wafers.

In 1997, the „Direct Dil Se‟ campaign encouraged youngsters to openly express their feelings.

And in 2003, two variants called Little Hearts Chocolate and Little Hearts Sesame were rolled

out with a campaign “Dil sabka actually sweet hai”.


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Britannia Good Day:

Britannia Good Day was launched in 1986 in two delectable avatars - Good Day Cashew and

Butter. Over the years, new variants were introduced - Good Day Pista Badam in 1989, Good

Day Chocochips in 2000 and Good Day Choconut in 2004.

Good Day is among the fastest growing brands in Britannia's portfolio and it has been the

leader in the cookies category ever since its launch.. The celebration was taken to the IPL as

Good day cheered along with a million cricket fans in the stadiums, each screaming and

proclaiming "Ho gaya re Good Day".


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Britannia Bourbon:

India's first and favorite Bourbon's sweet adventure began in 1955. Since then, Bourbon lovers

across the country have been caught opening this chocolate couplet, licking the cream, and

nibbling at the melt-in-your-mouth biscuit, bit by bit.

Whatever the occasion, wherever the hangout, Bourbon makes for great company. You can

grab your very own Nano Pack or a Pocket Pack. The Hangout Pack is just right for chilling

with friends. Take along a Party Pack for... yes, a party! And the Gift Pack will surely win you

a few brownie points!


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Treat:

Britannia launched Treat in 2002. Britannia Treat offers a wide variety of flavors, such as

the Elaichi, the Fruit Flavored Creams such as Orange, Pineapple, Mango, and Strawberry, the

Jam Filled Centers under the Jim Jam range, and the Duet Range (biscuits with two flavours

of cream between three layers of biscuit) comprising Strawberry Vanilla and Duet Strawberry

Chocolate.


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Bread:

Till 1958, there were no breads in the organised sector and bread consumption was a habit

typified by the British. Then, a mechanised bread unit was set up in Delhi with the name

"Delbis" which produced sliced bread and packed it under the Britannia name. The Mumbai

unit came up in 1963 and there again Britannia was the first branded bread in the city.

Rusks :

Britannia launched its rusks in the year 2005. In a Market full of unbranded players, Britannia


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rusks have stood head and shoulders above the rest in terms of sheer quality .They are made

from the finest ingredients and baked with care as they are twice as crisper as and tastier than

ordinary rusks. The communication for this mouthwatering offering is aptly “Enliven your

spirits with Britannia rusks”

Time paas:

Britannia Timepass was launched in 2000.

The brand quickly became a leader in Britannia's portfolio and, consequently, Snax was

revamped as a lighter product and renamed Britannia Timepass Classic Salted. To further the

franchise of the Timepass brand, a variant 'Nimkee' was introduced in the Eastern market in

April 2003, and then taken nationwide after a favourable response. Judging by its history, the

resounding success of Britannia Timepass will continue to grow.


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Cookies:

Britannia's latest symbol of 'Zindagi mein Life' - Britannia Cookies, is packed with the

nourishment of wheat, the richness of butter and milk, and the lingering flavor of elaichi.

Britannia is the leader in the cookies segment, with the Good Day at the top end and now

Britannia Cookies delighting consumers at the bottom end of the pyramid.

Summed up as Britannia Cookies - Tann ko lagey, Mann ko chuay


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Britannia 50-50:

It was launched in 1993, 50-50 belongs to the family of crackers and is considered the "very

very tasty tasty" snack. Britannia 50-50 is the leader in its category with more than one-third

of market share. The versatile and youthful brand constantly aims to provide a novel and

exciting taste experience to the consumer. As a result, in 2001, the delicious Maska Chaska

was launched as a variant of the original brand and became an instant success.


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HISTORY OF BISCUITS

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 traveling 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!

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".


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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!


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WHAT MAKES A BRITANNIA

If you think Britannia's are extraordinary individuals who are passionate about everything they

do…create inspiration through everything they do...and succeed in everything they do...you're

probably right. Britannia‟s are hand-picked for a singular purpose...to perpetually ensure

Market Leadership and generate exemplary performance in every function.

Britannia‟s exhibit the following leadership behaviors (we fondly call BULBs - Britannia

Universal Leadership Behaviors):

Integrity

Team Orientation

People Development

Learning Orientation

Customer Orientation

Quality Orientation

Drive for Results

Entrepreneurial Spirit

System and Process Orientation

Communication


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OBJECTIVES OF THE COMPANY:-

To acquire and take over as a going concern the biscuit manufacturing business now

carried on at Dum dum junction under the styles or firms of V.S Brothers and

company, Gupta and company and Britannia biscuits company and all or any of the

lands, buildings, plant and machinery, assets and liabilities of the proprietors of that

business.

To manufacture, buy, sell, prepare for market and deal in farinaceous foods for all

kinds and in particular biscuits, breads, cakes and confectionary and food of every

description suitable for individuals.

To carryon business as millers and grain merchants, dealers in flour, rice and other

produces.

To carryon business as bakers and confectioners and to manufacture buy, sell, refine

prepare, grow, import export and deal in provisions of all kinds of wholesale and retail,

whether solid or liquid.

To make, accept, endorse, discount and issue promissory notes, bills of exchange and

other negotiable instruments etc.


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AN OVERVIEW OF THE FMCG INDUSTRY IN INDIA

What is Fast Moving Consumer Goods (FMCG)?

Products which have a quick turnover, and relatively low cost are known as Fast Moving

Consumer Goods (FMCG). FMCG products are those that get replaced within a year.

Examples of FMCG generally include a wide range of frequently purchased consumer

products such as soap, cosmetics, tooth cleaning products, shaving products and detergents,

as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic

goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food

products, soft drinks, tissue paper, and chocolate bars.

A subset of FMCGs are Fast Moving Consumer Electronics which include innovative

electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems and

Laptops. These are replaced more frequently than other electronic products.

White goods in FMCG refer to household electronic items such as Refrigerators, T.Vs,

Music Systems, etc.


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Indian FMCG Sector

The Indian FMCG sector is the fourth largest in the economy and has a market size of

US$13.1 billion. Well-established distribution networks, as well as intense competition

between the

organized and unorganized segments are the characteristics of this sector. FMCG in India has

a strong and competitive MNC presence across the entire value chain. It has been predicted

that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003.

Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have

low per capita consumption as well as low penetration level, but the potential for growth is

huge.

The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid

urbanization, increased literacy levels, and rising per capita income.

The big firms are growing bigger and small-time companies are catching up as well.

According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by

MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands and 27

of these are owned by Hindustan Lever. Pepsi is at number three followed by Thumps Up.

Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8), and Parle

(9). These are figures the soft drink and cigarette companies have always shied away from

revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG.

Between them, they account for 35 of the top 100 brands.

THE TOP 10 COMPANIES IN FMCG SECTOR

S. NO. COMPANIES

1 Hindustan Unilever Ltd.


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2 ITC (Indian Tobacco Company)

3 Nestle India

4 GCMMF (AMUL)

5 Dabur India

6 Asian Paints

7 Cadbury India

8 Britannia Industries

9 Procter & Gamble Hygiene and Health Care

10 Marico Industries

The foods category in FMCG is gaining popularity with a swing of launches by HLL, ITC,

Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle

and Amul slug it out in the powders segment. The food category has also seen innovations like

softies in ice creams, chapattis by HLL, ready to-eat rice by HLL and pizzas by both GCMMF

and Godrej Pillsbury. This category seems to have faster development than the stagnating

personal care category. Amul, India's largest foods company, has a good presence in the food

category with its ice-cream , curd, milk, butter, Chess and so on. Britannia also ranks in the

top 100 FMCG brands, dominates the biscuits category and has launched a series of products

at various prices.

In the household care category (like mosquito repellents), Godrej and Reckitt are two

players. Goodknight from Godrej, is worth above Rs 217 crore, followed by Reckitt's Mortein

at Rs 149 crore. In the shampoo category, HUL's Clinic and Sunsi1k make it to the top 100,

although P&G's Head and Shoulders and Pantene are also trying hard to be positioned on top.

Clinic is nearly double the size of Sunsilk.


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Dabur is among the top five FMCG companies in India and is a herbal specialist. With a

turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like

Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Asian Paints is India's largest

paint company, with a turnover ofRs.22.6 billion (around USD 513 million). Forbes Global

magazine, USA, ranked Asian Paints among the 200 Best Small Companies in the World

Cadbury India is the market leader in the chocolate confectionery market with a 70%

market share and is ranked number two in the total food drinks market. Its popular brands

include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380

Million) Marico is a leading Indian group in consumer products and services in the Global

Beauty and Wellness space.

Outlook

There is a huge growth potential for ail the FMCG companies as the per capita consumption

of almost all products in the country is amongst the lowest in the world. Again the demand or

prospect could be increased further if these companies can change the consumer's mindset and

offer new generation products. Earlier, Indian consumers were using non-branded apparel, but

today, clothes of different brands are available and the same consumers are willing to pay

more for branded quality clothes. It's the quality, promotion and innovation of products, which

can drive many sectors.


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COMPANY EVENTS

1. Bhumi poojan of Britannia Industries Limited was ion 20th may 2004.

2. Machinery was set up on 23rd march 2005.

3. Production trial was taken on 23rd march 2005 itself.

4. Actual production started on first April 2005.

5. First dispatch of finished goods was done on 20th April 2005.

6. Biggest plant of the company is plant no. 2.

7. The company is setup in an area of approximately 20 acres.

8.

Minimum production of the company is 180 tons per day.

9. Maximum production 300 tons per day.

10.

Control of management is through Board of Directors.

11. It is public limited company.

12. The auditors of the company are Lovelock & lewes.

13. The bankers of the company are :

State bank of India.

Stand d Chartered Bank.

ABN Aroma Bank.

City Bank

The Hongkong & shanghai banking corporation limited.

Bank of America.

HDFC Bank Limited.

ICICI Bank Limited.


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SWOT ANALYSIS

STRENGTH

Goodwill of company

Financially a very strong company

Effective well designed & developed production & marketing network.

Superior quality & service to provide maximum benefits to customers.

The healthy and friendly environment in the company.

Dedicated work force

Continuous growth.

Market share of the company.

Excise and Income tax benefit to the company

WEAKNESSES

No uniform of the officers & of the workers too.

Storage capacity of the company is limited.

Land is not properly utilized.

Raw material is wasted at the time of unloading.

Unit is situated far away from main plant.


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OPPORTUNITY

There can be minimization of waste.

There must be more efficient utilization of the material.

More & more incentives should be given to workers to motivate them which helps in

increasing the employee morale.

There can be use of the foreign technology for efficient utilization of raw material so

that the production of a biscuit can be increased.

The expansion of the plant

THREATS

New entrants in the business

Threats of substitute products

Availability of the other brands

Rivalry among the competitions

Changing taste & preference of customers


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5S' OF BRITANNIA INDUSTRIES LIMITED

SEIRI(Organization)

SEITON(Neatness)

SEISO(Cleanliness)

SEIKETSO(Standardizations)

SHITSUKE(Discipline)

SEIRI (ORANISATION)

It is sorting between wanted and unwanted things in a selected area, region or domain.

SEITON (NEATNESS)

It means a place for everything and everything in its place.

SEISO (CLEANLINESS)

It deals with the job of thoroughly cleaning the workplace.

SEIKETSO (STANDARDIZATION)

It means Standardization which is needed to maintain SEIRI, SEITON & SEIS0. It lead to use

of visual management to avoid mistakes.

SHITSUKE (DISCIPLINE)

It means discipline which is called for strict adherence to a system form our present

unsystematic way.


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DEPARTMENTS /HIERARCHY OF THE COMPANY

There are mainly six departments of the company. These are as follows:

H. R.

Manager

Account

Manager

Maintenance

Manager

Production

Manager

Purchase

Manager

Standard

Manager


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QUALITY & FOOD SAFETY POLICY OF THE COMPANY

The purpose of this policy is to ensure that we win through quality in the market place. This

means that we must do everything to ensure consistent delivery of quality products to thecustomer every time.

Our commitment to quality & food safety will be reflected every action & is non negligible.

That means:

All ingredients used in our factories always meet specified quality standards.

All factories & depots maintain high standard of hygiene which ensures that our products are

healthy & safety for consumption.

Our manufacturing products always ensure delivery of products consistent with product &

pack specification which is free from contamination.

Our supply chain practices enable delivery of fresh product to our customers.

We will fulfill these objectives through:

Investing in appropriate technology & equipping our factories adequately.

Working collaborately with our business partners to create 'win win' business

outcomes.

Developing process which enable consistent delivery of quality products to our

customers.

Continually Training & retraining our employees & business partners to create a

culture that values quality & food safety as the core pillars of our business.


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THINGS YOU DON'T KNOW ABOUT BRITANNIA

Britannia product are sold in over two million outlets, reaching millions of customers

who buy approximately 2.4 billion packets each year.

A small army keeps Britannia going - over 180 stock keeping units, 3000 employees,

over 2200 authorized whole sellers & 56 depots

The number of biscuits produce by Britannia in one year would be the equivalent of

one pack of twelve biscuits for every two people in the words.

Stacked on top of each other, all Britannia biscuits sold in a year would stand 10000

times taller than Mount Everest.

Britannia has had a long association with cricket & cricket players. Nearly half the

members of the current Indian cricket team serve as its brand ambassadors.

Launched in 1997, tiger became the largest selling Britannia biscuits brand in just 4

months of launch. It crossed Rs 1 billion sales mark in its very first year & is growing

stronger.


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Parle Products has been India's largest manufacturer of biscuits and confectionery for almost

80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very

popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach

spanning even to the remotest villages of India, the company has definitely come a very long

way since its inception.

Many of the Parle products - biscuits or confectioneries, are market leaders in their category

and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total

biscuit market and a 15% share of the total confectionary market in India, Parle has grown to

become a multi-million dollar company. While to the consumers it's a beacon of faith and

trust, competitors look upon Parle as an example of marketing brilliance.

Available Anywhere

Today, the great strength of Parle Products is the extremely widespread distribution network.Even at the remotest places, you can buy Parle biscuits and sweets from the local grocer. It has

taken years to create this extensive network. Parle‟s sales force started with one salesman in

Bombay and some agents in few other cities. Gradually, Parle Products expanded. Soon

sweets and biscuits were being sent by rail to Calcutta, Delhi, Karachi, Madras and other

major cities. As production increased, distribution was amplified. Full time salesmen were

appointed in different areas. Currently, Parle Products has over 33, 00,000 distribution outlets.


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HISTORY

Parle Product‟s fame and familiarity is undeniable. Considering its extensive reach, the brand

Parle is known and recognized by everyone. Over the years, Parle‟s sweets and biscuits have

become a household name. From kids to adults, everyone loves and cherishes these treats. Itgives us great pleasure to see our consumers enjoy and embrace Parle products on daily basis.

Our confectioners and chefs have the utmost authority at Parle. Had it not been so, the

beginning of Parle would have been quite different.

In 1929 a small company by the name of Parle products emerged in British dominated India.

The goal was to spread joy and cheer to children and adults alike, all over the country with its

sweets and candies. Although, the company knew that it wouldn‟t be an easy task, they

decided to take the brave step. A small factory was set up in the suburbs of Mumbai to

manufacture confectionery products. A decade later this factory was upgraded to manufacture

biscuits as well. Since then, the Parle name has spread in all directions and has won

international fame. Parle has been sweetening the lives of people all over India and abroad.

Apart from the factories in Mumbai and Bangalore, Parle also has factories in Bahadurgarh,

Haryana and Neemrana, Rajasthan. These are the largest biscuit and confectionery plants in

the country. Additionally, Parle Products also has 10 manufacturing units and 75

manufacturing units on contract.

Milestones - The Decades of Progress

1929:The first year of operation. Our only assets were hard work and hope.1939:Ten years of

determined effort brought results. Things began to take shape. And we tried even

harder.1949:The formative years were over. We had come of age.1974:Here was the first

evidence of Parle as it is today.

Core Values

An in-depth understanding of the Indian consumer psyche has helped Parle develop a

marketing philosophy that reflects the needs of the Indian masses. With products created

bearing in mind both health and taste, Parle products equally appeal to fun loving kids &

youth. Even today, the great tradition of taste and nutrition is consistent in every pack on the


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store shelves. The value-for-money positioning allows people from all classes and age groups

to enjoy Parle products to the fullest.

HistorySince 1929, Parle Products, with its wide platter of biscuits and sweets is also actively

engaged in changing and uplifting the social face of India. As part of its Corporate Social

Responsibility Policy, Parle is keenly involved in the overall development of the younger

generation, with a focused endeavor to build the New Face of India and spread happiness and

joy all over.

Some of our best habits, as we said, are also our oldest. Many of them date back to the last

decade of the 19th century. It was in the 1880‟s that the late Mohanlal Dayal came to Bombay

from his village Pardi, in the district of Surat, to work as a dusting boy at a silk merchant‟s.

What a long way that bright little boy came! First, the hard apprenticeship and the graduation

to Master Cutter, then the elite tailoring establishment that eventually developed into a

wholesale business to finally, the new business in confections and biscuits. Always, the accent

was on self-sufficiency. Mohanlal Dayal was not just a progressive and astute businessman.

He never gave in to the sense of indifference that often comes with the commercial outlook.

All through his life, he was deeply conscious of his duties towards society and the community.

He built the Shri Mohanlal Dayal Prasuti Graha and General Hospital in Pardi, which is

maintained through charity trusts set up by him. The Shri Mohanlal Dayal Sanatorium and

Hostel at Matunga in Bombay is another such institution. In his memory and after his

example, his sons have donated significant sums to set up the Chauhan Institute of Science at

Vile Parle.

Parle Centre of Excellence, as an institution, is dedicated to enriching the lives of people by

conducting various cultural programs across all regions to facilitate the all round developmentof children. Every year, Parle organizes Saraswati Vandana in the state of West Bengal during

the festival of Saraswati Puja, inviting schools from all across the state to participate. The

event is one of much fanfare and celebration, keeping alive the culture and traditions. The

involvement in cultural activities has seen the inception of Golu Galata in Tamil Nadu, held

during Navratri. It provides all the members of a household a platform to showcase their


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creativity and be judged by eminent personalities. Thousands of families participate and

celebrate the occasion on a grand scale.

These events give us a chance to interact with children on a one-to-one basis, and promote our belief of fun and health for the whole family.

Dedicated to enriching the lives of people across India, the Parle Centre of Excellence has

been keenly involved in the promotion of programmes to facilitate the all-round development

of children. Parle Saraswati Vandana, one of its initiatives, is an inter-school contest based on

the Saraswati Puja celebrations. It gives the children an opportunity to exhibit their creative

skills and makes the celebrations even more special in the process. Started in the year 2002 in

Kolkatta, it has seen a tremendous increase in the number of schools participating each year,

with entries coming from schools of West Bengal.

Every year a grand programme is organized by Parle in Kolkotta to felicitate the winners.

Here eminent personalities from the field of literature, education, art, films, media and politics

grace the occasion. Performances by popular artistes make it a night to remember for every

invitee present there. The awards and adulation makes it unforgettable for the winners.


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PARLE G PRODUCTS

Know a little more about all the delicious Parle products. From yummy biscuits to lip-

smacking sweetmeats, the Parle product range is a genuine treat for every snack lover. The

biscuits alone have such variety, catering to diverse palettes, there's something for

everyone. And the tantalizing array of sweetmeats is just the cherry on top.

Get your biscuit goodies: Grab your sweets:

Parle - G Melody

Krackjack Mango Bite

Krackjack Crispy Creams Kaccha Mango Bite

Monaco Poppins

Kreams Kismi Toffee

Hide and Seek Kismi Gold

Hide & Seek Milano Orange Candy

Digestive Marie XHale

Parle Marie Munch on snacks!

Milk Shakti Musst Bites

Parle 20-20 Cookies Monaco Bites Cheeslings

Nimkin Sixer

Musst Stix & Musst Chips

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PARLE G

For over 65 years, Parle G has been a part of the lives of every Indian. From the snow

capped mountains in the north to the sultry towns in the south, from frenetic cities to laid

back villages, Parle G has nourished, strengthened and delighted millions.

Filled with the goodness of milk and wheat, Parle G is not just a treat for the taste buds, but

a source of strength for both body and mind. Tear over a packet of Parle G to experience

what has nourished Generations of Indians since last sixty five years, making it truly

Hindustan Ki Taakat

Various people have various reasons to consume it, some consume it for the value it offers

while others consume it for sheer taste, For some it is a meal substitute for others it is a


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tasty healthy nourishing snack. Patronised by millions for all this qualities, it is much more

than just a biscuit brand. Little wonder than why is it the Largest selling Biscuit brand in

the World.

Krackjack - The original sweet and salty biscuit is one of the most loved biscuits in the

country.

It‟s not just a biscuit, it‟s the taste of relationships captured in a biscuit.

A little sweet and a little salty crafted in such a delicate and delicious balance, you can

never get enough of it. Have it anytime you like with anything you like.


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Krackjack Crispy Creams is a delicious combination of crispyness of Krackjack and sweetness of

cream biscuit. The classic sweet and salty taste gets laced with a sweet & sour lime flavor in the

cream sandwiched between Krackjack biscuits. A mouth watering delicious combination!

Share the company of great taste anytime, anywhere with Monaco. A light crispy biscuit


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sprinkled with salt, Monaco adds a namkeen twist to life‟s ordinary moments.

Orange: Tickle your senses with Parle Orange Kream – The tangy orange cream

between two scrumptious biscuits makes for a real treat.

Age no bar!


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Here‟s a choco biscuit that flirts with your taste buds. Seek out the chocolate chips that aren't really hidden

And relish a delectable experience as they melt in your mouth. Also know to work as an effective

icebreaker it‟s easy to see why it‟s tasty itna, ki dil aajayee.

The ingredients that go into making this prized cookie are a well-guarded secret. What is, is the

effect it has on those who eat it. A cookie with a reputation for romance. Indulge in the sinful taste

of Milano and everything that follows it.


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Digestive Marie will change your daily dipping and sipping routine; making it more enjoyable and much

healthier.

With five times more fibre than the regular Marie, you can actually see the differences in Digestive Marie. W

lower fat and calories than other digestive biscuits, Digestive Marie helps you stay Active-Lite all day. Yahi

Marie, Sahi Marie!

Your favourite Marie biscuit, Parle Marie is now even more exciting. It‟s lighter. It‟s crispier. And it‟s tastier

Making it even more appealing than before. So the next time you‟re hanging out with your buddies, just tear o

a pack of Parle Marie. And immerse yourself in an engaging conversation and an even more engaging taste.


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From boy-next-door to Super Boy, no that‟s not the plot for the next Hollywood blockbuster it‟s the

effect of Milk Shakti. The Shakti of milk fortified with the goodness of honey, a zabardast combo that

even ace batsman Dhoni swears by. So get that cape out and head straight to for a pack of Milk Shakti

today.

Parle presents 20-20 Cashew and butter cookies where every cookie is baked to perfection to deliver

the perfect taste and aroma. A mouth-melting experience of premium cashews and rich butter in every

bite you take, Parle‟s new 20-20 cookies promises a combination of crunch and scrumptious delicacy.


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A crispy cracker that adds a namkeen zing to the usual biscuit. Goes well with a cup of tea, an evening

snack or an occasional namkeen thought. Just bite in and let the rich golden texture melt in your mouth.


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RESEARCH METHODOLOGY

RESEARCH DESIGN

“The research design is the conceptual structure with in which research is conducted it

consist the blue print of the collection measurement and analysis of data.”

In that project the research design was adopted for the “Descriptive research study” the

exploratory research studies are also termed as formulate research studies. The main purpose

of such studies is that of formulating a problem for more precise investigation or of

developing the working hypothesis from an operational point of view

The main purpose of the study was to tell the consumer perception in „A . The major

emphasis was on the discovery of the ideas and opinions of the consumers at different levels

in the existing environment.

Two methods that are used for the study are:

1. The survey of concerning literature.

2.

The experience study.

SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given population. It

refers to the technique or the procedure the researcher would adopt in selecting items for the

sample. The sample design is determined before data are collected.

The sampling used for the study is “Convenience Sampling”. Under this sampling

design every item or the universe has equal chance or inclusion in the sample because this is

Consumers‟ Perception survey, so we give each person at any place an equal probability of

getting into the sample.


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The PARLE- G & BRITANNIA Biscuits of random sampling are:

1. It gives each element in the population an equal probability of getting into the sample;

and all choices are independent of one another.

2. It gives each possible sample combination an equal probability of being chosen.

DATA COLLECTION

TYPES OF DATA

In the survey two types of data are collected:

1. Primary data: These data‟s are those which are collected for the first time and therefore

original in nature.

Secondary data: Data, which have already been collected by someone else and hence passed

through the statistical process.

DATA SOURCE

PRIMARY DATA COLLECTION

For the collection of the primary data following methods were used:

1.

Interview method: Personal interviews of the customers are taken at different levels to

get their opinions and suggestions. And the interview was structured in nature.

2. Questionnaire method: Structured questionnaire on the basis of information collected

from different sources. The questionnaire contains both open and ended questions.

SECONDARY DATA COLLECTION

Secondary data were collected from the following sources:

a. Books related to topic

b. Organization documents

c. Magazines


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d. Websites

DATA APPROACHES

Stratified Random Probability Sample Selection Method.

Research Instrument

Questionnaire

Focus Group

Observation

Direct Method

MECHANICAL INSTRUMENT:

Telephonic Method

POPULATION:

Sampling Unit: Customer Preference towards Parle-G & Britannia

Sample size : Approximate 100

Sample Selection Procedure : Probability

Contact Method

Direct method

Telephone

STATISTICAL TOOLS USED

Statistical tools used in the project study are:

Graph.


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Q.1. How did you know about the preferred Biscuit?

S.No. Table Percentage (%)

1 Very High 152 High 25

3 Medium 40

4 Low 20

5 Others 0


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Q.2 Which many packets of Biscuits do you eat per Week in a Month?

(a) 1-3 (b) 4-6 (c) 6-9


1 1-3. 45

2 4-6. 35

3 6-9. 30


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Q.3 Which company provides you good service?


1 Priya Gold 302 Britannia Bourborn 35

3 Parle Hide N Seek 20

4 Any Other 15

Interpretation :- This graph shows that 25% Customers prefer Hide n seek Brands of

Chocolate Biscuit, 35% Customers prefer Bourbon Brands of Chocolate Biscuit and 40%

Customers prefer Goody Chocolate Cookies Brands of Chocolate Biscuit.


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Q.4. What are the reasons which made you choose the preferred brand of biscuit?


1 Price 152 Quality 10

3 Brand power 25

4 Taste 15

5 Variety 20

6 Nutritional value 15


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Q.5. Who makes/influences the decision to buy biscuits?

S.No. Table Percentage (%)1 Self 20

2 Spouse 5

3 Family 15

4 Children 35

5 Other 25


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Q.6. How often do you purchase the preferred brand?

S.No. Table Percentage (%)1 Daily 25

2 Weekly 35

3 Monthly 40

4 Random 0


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Q.7. Which other brand do you consume?


1 Sunfeast 15

2 Britannia 35

3 Parle 30

4 Horlicks 10

5 Priyagold 10


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Q.8. How do you rate the product variants available in the preferred brand of biscuit?

S.No. Table Percentage (%)1 Very Poor 15

2 Poor 25

3 Average 35

4 Good 10

5 Excellent 15


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Q.10.. Please assign a value from 1-5 to the brands mentioned below according to

(a ) 5 for excellent (b)4 for very good (c)3 for good (d)2 for average (e)1 for bad.Packaging Price Taste Nutritional

value

Quality Variety

Sunfeast 10 10 10 10 20

Britannia 20 20 20 20 20

Parle 30 30 30 30 20

Horlicks 20 20 20 20 20

Priyagold 20 20 20 20 20


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FINDINGS

It shows that 35% Customers opinion Britannia company provides good service, 45%

Customers opinion Parle-G company provides good service and 20% Customers

opinion other company provides good service.

It shows that 60% Customers opinion branded company issues the best policies

according your pocket and 40% Customers opinion Local company issues the best

policies according your pocket

It shows that 45% Customers likes biscuit for Taste and 55% customer likes biscuit for

energy.

It shows that 70% Customers with satisfy of branded company is reliable in our

parameter and 30% Customers with satisfy of Local company is reliable in our

parameter.

It shows that 55% Customers would like Biscuit with egg flavor and 45% Customers

would not like Biscuit with egg flavour.

It shows that 60% Customers preferred Chocolate Flavors of Sweet Chocolate Bitter

and 40% Customers preferred Chocolate Flavors of Chocolate Chips.

It shows that 30% Customers eat 1 to 3 Pakets, 40% customer eat 4 to 6 Packets 40%

& 30% customers eat 6 to 9 Packets.

It shows that 25% Customers prefer Hide n seek Brands of Chocolate Biscuit, 35%

Customers prefer Bourbon Brands of Chocolate Biscuit and 40% Customers prefer

Goody Chocolate Cookies Brands of Chocolate Biscuit.


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It shows that 30% Customers likes Britannia Bourbon Biscuits, 50% Customers likes

Parle hide n seek Biscuits and 20% Customers likes Any other Biscuits.

It shows that 70% Customers stored Parle-G Biscuits in our shop, 30% Customers

stored Britannia Biscuits.


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LIMITATIONS

Relevance : The data may not fit into the needs of investigation. There may be

difference in the units of measurement, there may be surrogate data, discrepancy of

class & data may pertain to some other period of time.

Difficulties in the identification of the source.

Difficulty to find secondary data that exactly the needs of some specific research

investigation.

Error may be there in recording or transferring information from secondary sources.

The facilities or capabilities of the agency that originally collected the data might be

questionable.


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CONCLUSION

Opportunity is always knocking, goes a splinter thought of the popular aphorism. The

trick is to open the door every time it knocks. It clearly indicates that the price increase of

100-gram Parle-G glucose biscuits is a very good opportunity for Britannia to achieve its

objective of making the company‟s Tiger glucose biscuit brands the number one in the

glucose biscuit segment. Though the 50-paisa price increase of the 60-year-old 100-gram

Parle-G brand seems to be a major price change, it has been found to be very significant for

the just 7-year-old Britannia Tiger brand. The research of the company show that the 50-paisa

price increase of 100-gram Parle-G brand has really added an appreciable percentage of the

glucose biscuit consumers to Britannia‟s 100 gram Tiger brand customer segment and also a

notable percentage is likely to be added to it. The major reason that has driven Parle-G

customers to change their brand was found to be the 50-paisa increase in the price of Parle-G,

thereby indicating the price sensitivity of the customers.

In the case of Parle-G brand, the researcher found that it‟s the taste, which contributed

towards the customers brand loyalty. Parle-G‟s long presence in the market didn‟t have

much impact on the consumers brand choice, rather it was the taste that deferred

customers from switching to the other brands of glucose biscuits. The Parle-G customers

are not against consuming the Tiger brand provided they get the same quality taste as that

of the Parle-G brand. They pointed out that the Tiger brand has a little lower milky taste

and is a little sweeter than it should be. Thus, the company must maintain the price and

concentrate on the brand taste to take maximum advantage of this opportunity. Also,

marketing efforts are required to make the consumers aware of the brand‟s price and make


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them more of nutrition-conscious so that they can understand the „Glucose H-Force

Biscuit‟ concept.

There is high awareness level of di

Final Parle-g & Britannia

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