This internship project analyzed the effect of offers and discounts on consumer buying of biscuits in India. The intern conducted a survey of 25 customers and found that quality and price were the top factors influencing purchases, while offers and discounts were also important. Most consumers said they would purchase more in bulk and try new products if offers and discounts were provided. The intern provided suggestions such as reinforcing consumers, changing promotional offers, expanding rural distribution, and better understanding consumer needs.

2. Project Title- Analysis of effect of offers and
discounts on consumer buying for biscuits
Project Guide Name- Vaibhav Bavaskar
Project Guide Designation - Britannia Promoter
(Sales Supervisor)
Prepared By-
Name - Samriddhya Chakraborty
Course -MBA
PRN No. -MBA17H38

3. About the Sector….
FMCG SECTOR
• 4th largest sector
• Household and Personal Care accounts for 50
per cent of FMCG sales in India.
• Reason for growth- growing awareness, easier
access and changing lifestyles.
• Market size of the urban segment- Around
US$ 29.4 billion in 2016-17 and it accounts
for a revenue share of around 60 per cent.
• Fast-paced growth in rural sector than urban
sector
• FMCG products account for 50 per cent of
total rural spending.
2%
98%
Contribution to GDP
FMCG
Others

4. 49
103.7
0
20
40
60
80
100
120
2016 2020F
FMCG Market in India (US$ billion)
2016 2020F
29.4
100
220
0
50
100
150
200
250
2016 2020F 2025F
Rural FMCG Market in India (US$ billion)
2016 2020F 2025F
MARKET SIZE
• In 2016-17, revenue for FMCG sector have reached US$
49 billion and is expected to grow at 9-9.5 per cent in
FY18.
• It is also expected that the total consumption expenditure
would reach nearly US$ 3,600 billion by 2020 from US$
1,469 billion in 2015.
• Demographics and rise in income level will boost FMCG
market.
• FMCG market in India is expected to grow at a CAGR of
20.6 per cent and is expected to reach US$ 103.7 billion by
2020 from US$ 49 billion in 2016.
• Also, it is said that a rise in rural consumption will lead to
a growth of the FMCG market.
• The rural FMCG market in India is expected to grow at a
CAGR of 14.6 per cent, and reach US$ 220 billion by 2025
from US$ 29.4 billion in 2016.

5. About the Company….
Established in 1892 Current Chairman
Nusli N. Wadia
Current Managing Director
Varun Berry
Annual Revenues - Above Rs. 9,000
crore
Current Rank - 3rd Parent Company - Wadia Group
Market Share- 38%

6. About the Company Cont….
Britannia Industries Ltd. Head Office,
Kolkata
Products are sold in around 5 million
retail outlets
outlets
Britannia Biscuit Factory, New Delhi Britannia Factory, Madurai Britannia Bread Factory, Varanasi
Presence - More than 60
countries

7. Product Portfolio
90% of Britannia’s annual revenue of Rs 22 billion
comes from biscuits
Cakes contribute 2 per cent to revenue
Dairy business contributes
close to 5 per cent of revenue
Annual turnover of over 1
lac tons in volume and
Rs.450 crores in value

8. Internship Summary

9. Project Description
Project Title
Analysis of effect of offers
and discounts on consumer
buying for biscuits
Research Design
Explanatory &
Cross-sectional
Reseach
Target Population
Customers visiting the store
Sample Frame
Customers above the age
group of 22 years
Sample Size
25 customers
Sampling Technique
Probability
Sampling- Simple
Random Sampling
Data
Collection
Questionnaire
& Observation
Data Analysis
Graphs and
Pie Charts

10. Findings/Learnings
75%
20% 4% 1%
0%
20%
40%
60%
80%
Bulk Medium Small Do not buy
Amount Purchased at store
Bulk Medium Small Do not buy
20%
28%
35%
15%
2%
0%
10%
20%
30%
40%
Good
Quality
Low Price Offers and
Discounts
Comfort Other
Reason
Reasons for buying from a store
Good Quality Low Price Offers and Discounts Comfort Other Reason
30%
35%
20%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Quality Price Offers and
Discounts
Brand
Factors influencing buying
Quality Price Offers and Discounts Brand
0%
10%
20%
30%
40%
50%
60%
Yes No Maybe
Does purchase of new product depend on offers
and discounts
Yes No Maybe

11. Findings/Learnings Cont….
30%
35% 35%
26%
28%
30%
32%
34%
36%
Yes No Maybe
Do you shift based on offers and discounts
Yes No Maybe
55%
45%
Consumer perception about offers and discounts
Good
Bad
45%
50%
5%
0%
10%
20%
30%
40%
50%
60%
Yes No Maybe
Is offers and discounts important to buy in bulk
Yes No Maybe

12. Other Key Learnings
• Level of Competition

13. Other Key Learnings Cont….
• Advertisements and Promotions at a store

14. Other Key Learnings Cont….
• Britannia’s flagship brands

15. Other Key Learnings Cont….
• Stock Arrangement Procedure

16. Other Key Learnings Cont….
• Faulty Promotions

17. Other Key Learnings Cont….
• Limited Rural Distribution Network

18. Suggestions
• Reinforce Consumers
• Change in Promotional Offers
• Lower prices
• More promotional activities for newly launched products
• Focus on Quality
• Understanding Consumer needs
• Expansion of Rural distribution network