BRITANNIA By Group No.-5(Astra) Abhishek(01) Anant(04) Ankita(07) Aryan(21) Nishikant(27) Rohit(37) Shilpi(39)
Britannia’s Background Incorporated in 1918 as Britannia Biscuits Co LTD in Calcutta During the 50’s and 60’s, Britannia expanded Operations to Mumbai, Delhi and Chennai. Group DANONE and NusliWadia took over Pillai’sHoldings since 1989.
To understand the Aspects of brand equity of Britannia among consumers, this includes: Brand loyalty: How loyal the customer is with Brand Britannia? Awareness : What is the level of awareness of Brand Britannia among customers? Associations/image: How much customer’s association is with Brand Britannia? Perception of quality: What is the level of Perception of quality of Brand Britannia among customers?
: :purpose/objective of research
Research Design: a)Category Of Research: Exploratory Research b)Information needed: Customer profile Brand loyalty : How loyal the customer is with Brand Britannia? Awareness : What is the level of awareness of Brand Britannia among customers? Associations/image: How much customer’s association is with Brand Britannia? Perception of quality: What is the level of Perception of quality of Brand Britannia among customers?
c) Data Collection Method: In-depth-Interview (in-depth conversation) d) Sampling Plan: Here the convenience sampling method is preferred. Target population: Consumer of Britannia Products. Sample unit: Individual Consumer Sample element: Individual Consumer Sample size:6
Background of research study Consumers level measurement of brand equity: This approach seeks to map the mind of the consumer to find out what association with the brands that the consumers have. This approach seeks to measure the awareness (recall & recognition) & brand image (the overall associations that the brand has). Brand with high levels of awareness and strong, favorable & unique associations are high equity brands.
Brand Loyalty Mostly customers of Britannia are loyal to the brand and rarely sift to any other brand. The loyalty is more with premium products like Good-Day and comparatively less with low cost / low profile products. The customers those have been consuming this brand from very long time they rarely make any sift or even try any different brand. Brand loyalty of this brand is more based on Test and Flavors of the product, and then it come to the Quality and reliability of Brand which makes the customer loyal to the Brand.
Analysis and Conclusion of Data collected
Brand Awareness: Almost every customer was able to recall the Brand logo and more than one product name, which shows consumer, is highly aware about the brand Britannia. Every consumer was able to recall the situation and time when they consume the product of Britannia. As they were able to recall the old and new advertisement of the brand with its jingle, it proves that the brand involvement and awareness for Britannia is very high among its consumers. Also it was observed that most often the britannia brand comes to the consumers mind when they go for buying the biscuits so it means that it has great depth of awareness among the consumers of biscuits Association/Image: Most of the consumer of the brand Britannia was able to relate the brand with objects like Cricket, Sourabh gangly, world cup, and IQ of children. This shows consumers of the brand are at upper level in associating the brand. Britannia has got a very good image among its consumer base in terms of Reliability and Quality of Products.
Perception of Quality: Consumers can hold a host of attitudes toward a brand, but the most important relate to its perceived quality and to customer value and satisfaction. The quality perception of the brand among customer is positive and very strong, it appears in their saying “Britannia cant compromise with quality of its product”. The consumer is able to recall the advertisement of Milk Bikies of Britannia and the perception is that, Milk and Barley are one of major ingredient of their product which makes the Britannia product superior to others.