Modern Trade Big day share Gain Activity at Britannia Industries LTD

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Majaharul Imam | Integral University
SUMMER TRAINING REPORT ON
Modern Trade Big day share Gain Activity
Undertaken at
“BRITANNIA INDUSTRIES LIMITED”
Submitted in the partial fulfillment of the requirement of the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
to
Integral University, Lucknow
Under the Guidance of: Submitted by:
Dr. Abdul Tayyab Khan Majaharul Imam
Assistant Professor MBA-2nd
Year/ 3rd
SEM
Enrollment No. 1600101383
SESSION 2017-18
Department of Business Management
Faculty of Management & Research
Integral University, Lucknow

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CERTIFICATE
This is certify that the project entitled “Modern Trade Big day share Gain Activity”, which is
being submitted by Mr. Majaharul Imam, in partial fulfillment of requirement for the awarded
degree MBA from INTEGRAL UNIVERSITY, LUCKNOW. Has successfully completed 8
weeks training starting from 22 May, 2017 to 9 July, 2017.
He displayed keen interest in the assignments to and execute it to our satisfaction.
We wish his very good luck in all this future assignments.
For Britannia Industries Ltd.
BRITANNIA INDUSTRIES LIMITED TELEGRAM: BISCUIT BOX, DELHI FAX: 011-27183499
DELHI BRANCH: 33, LAWRENCE ROAD, INDUSTRIAL AREA, DELHI-110035 REGISTERED OFFICE: 5/1A, HUNGERFORD STREET,
TEL.: 307088000,8002 • CORPORATE IDENTITY NUMBER UI5412WB1918PLC002964 CALCUTTA- 700 017- WEBSITE: www.britannia.com

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DECLARATION
This is to declare that I Majaharul Imam student of Integral University, Lucknow
MBA batch 2016-2018, has given original data and information to the best of my knowledge in
the project report titled Modern Trade Big day share Gain Activity is a record of
independent work carried out by me under the guidance and supervision of the Prof. Dr. Abdul
Tayyab Khan towards the partial fulfillment of requirement for the MBA course.
I also agree in principal not to share the vital information with any other person outside
the organization and that I have not submitted it for any award or any other title, degree or
diploma.
Date: Name: Majaharul Imam
Place: Lucknow (U.P) Roll No: 1601022047
Specialization: Marketing/HR

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CERTIFICATE
This is to certify that Majaharul Imam student of Master of Business Administration (MBA),
batch of 2016-18, Department of commerce and Management, Integral University bearing
Enrolment No 1600101383, has undertaken the Summer Training at Britannia Industries Limited
during 22 May 2017 to 09 July 2017 under my supervision & guidance. He / She has conducted a study &
completed the Project onModern Trade Big day share Gain Activity
Signature of the FacultyGuide
Name of Faculty Guide: Dr. Abdul Tayyab Khan
Designation: Assistant Professor

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Acknowledgement
It gives me immense pleasure to present this Concurrent Project Report. However, it would
not have been possible without help and support of all the team members of Britannia
Industry Limited
I would like to thank Mention project Mr. Rajan and Mr. Manish for guiding me in my
tenure of internship on Sales development and market analysis through the study of
Britannia industry under the roof of big bazar, Shalimar Eldee, Bhoothnath, Lucknow,
without their support and guidance I wouldn’t have come so far to prepare this report.
I would like to express my thankfulness to Integral University, Lucknow who has given
me great opportunity to work on this project.
I am also grateful to my loving parents and my kind friends whose prayers, affection and
support are always a source of encouragement. Their suggestions and supply of information
were really very valuable and helpful to me. Their continuous encouragement and support
helped me for completing this project successfully.
MAJAHARUL IMAM
Roll No. 1601022047
Specialization: Marketing/ HR

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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.

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1.1 Title
Sales development and market analysis through the study of Britannia industry under the roof of
big bazar, Shalimar Eldee, Bhoothnath, Lucknow.
1.2 Organization
“. Britannia industry Limited, Lucknow”.
1.3 Objective
The Primary objective of study was to find size of Britannia products, institutional business of
Britannia Products in specific areas of Big Bazar, Shalimar Eldee, Bhoothnath, and Lucknow.
In the study my intention was go through the Institutional sales of milk network of Britannia
Products to know distributors and Institutions view about supply chain of Britannia products, to
know the complaints of Britannia Products and to find the suggestions from Institutions for
more penetration of Britannia Products at Big Bazar, Shalimar Eldee, Bhoothnath, Lucknow.
The secondary objective was to find customer (Institution) response towards Britannia
Products. My aim was to go through the customers to know the interest of purchasing & using
Britannia Biscuits and Dairy products. Basically the study was for the demand of Britannia
products among the customers, and also to know the complaints on Britannia Products.
1.4 Research Methodology
Research type was descriptive. The research was done through Institutions. I have collected the
primary data through questionnaire which was filled by Institutional customers. Questions
were both open and close ended. The secondary data was collected from http://britannia.co.in/
website Sampling done is non-probability sampling. The type of sampling method was
Judgment sampling.
1.5 Findings
In Shalimar Eldee Big Bazar, Bhoothnath, Lucknow there are many major players of Biscuits
and Dairy Products exist. Those are like Amul, Britannia, Parle, Sunfeast, Mother Dairy, Paras,
and many other local brands. As per the findings Britannia After Amul , is the Market leader
and having more marketshare in dairy products. Britannia has established a great name
Biscuits and Dairy products market segment in Lucknow, Big Bazar at Shalimar Eldee,
Bhoothnath.
[Note] It is observed that combo offers excite people from all age groups to buy Britannia
biscuits. In addition to combo offer teens like to buy biscuit when free gifts are offered to them.

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1.6 Data Analysis
The data analysis has done Customer wise. It gives idea about the competitors of Britannia
Biscuits and dairy Products. It gives information regarding their market share.
1.6 Conclusion
It was concluded that Britannia biscuits and dairy Products in which biscuits have high potential and in
dairy products Cheese has a high potential in the market and it is the known to its customers and its
acceptance is comparatively higher as of other variants and competitors present in the market, most of the
consumer continuously using Britannia biscuits and dairy Products brand.

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Table of content
SR.
NO.
TOPIC PAGE
NO.
1. Project Title Page 1
2. Declaration 2
3. Certificate 3
4. Acknowledgement 4
5. Executive Summary 5
CHAPTER-1 10-22
6. Overview of Company 11
7. Introduction to Britannia 12
8.
.
Britannia’s Milestone 14
9. Britannia Logo 16
10. Mission 17
11. Vision 18
12. Objectives 18
13. Goals 19
14. Future Planning 20
15. Organization Chart 22
. CHAPTER-2 23-29
16. Product offered 24
17. Product Mix 25
18. Distribution Channel 27
19. Quality of Britannia 29
20 Competitors 29

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CHAPTER-3 30-40
21. Literature Review 31
22. Marketing 31
23. Target Marketing & Segmentation 32
24. SWOT Analysis 36
25. PEST Analysis 38
CHAPTER-4 41-67
26. Workflow & Reporting Pattern 42
27. Key Work Area 43
28. Market Share Calculation 44
29. Research Methodology 46
30. Data Collection 47
31. Data Analysis & Interpretation 48
32. Findings 62
33. Recommendations 63
34. Conclusion 64
35. Questionnaire 65
36. Bibliography 67

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CHAPTER-1

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Overview of Company
Type Public
(BSE: 500825
NSE: BRITANNIA)
Industry Food processing
Founded 1892; 125 years ago in Kolkata, India
Headquarters Bangalore, Karnataka, India
Number of locations 300 stores (2000)
Area served India
Products Bakery products, including biscuits, bread, cakes and rusk, and dairy products,
including milk, butter, cheese, ghee and dahi
Revenue ₹ 78.58 billion(US$1.2 billion) (2014)[1]
Profit ₹ 1.34 billion(US$21 million) (2011)[1]
Parent Wadia Group
Website www.britannia.co.in

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Introduction to Britannia
Britannia Industries Limited is an Indian food-products corporation based in Kolkata, India. It is
famous for its Britannia and Tiger brands of biscuit, which are popular throughout the country.
Britannia has an estimated 38% market share. The company’s principal activity is the
manufacture and sale of biscuits, bread, Rusk, cakes and products. The company was established
in 1892, with an investment of Rs. 295. Initially, biscuits were manufactured in a small house in
central Kolkata.
Later, the enterprise was acquired by the Gupta brothers mainly Nalin Chandra Gupta, a
renowned attorney, and operated under the name of “V.S. brothers”. In 1918, C.H. Holmes, an
English businessman in Kolkata, was taken on as a partner and The Britannia Biscuit Company
Limited (BBCo) was launched. The Mumbai factory was set up in 1924 and Peek Freans UK,
acquired a controlling interest in BBCo. Biscuits were in big demand during WWII, which gave
a boost to the company’s sales.
The company name finally was changed to the current “Britannia Industries Limited” in 1979. In
1982 the American company Nabisco Brands, Inc. became a major foreign shareholder. 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 WWII, 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
continues 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 company. It was equally recognized for its
innovative approach to products and marketing: the Lagan 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.

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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 cores 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 populations and a strong
management at the helm means Britannia will continue to dream big on its path of innovation
and quality. And millions of consumers will savor the results, happy ever after.

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BRITANNIA’S MILESTONE
1892- A humble beginning is made to manufacture biscuits in a small house in central Calcutta with an
investment of Rs 295.
1897- The Gupta Brothers acquired the business, and moved the operations to Dum Dum, a suburb of
Calcutta, under the name of V.S.Brothers.
1910- Advent of electricity helps mechanize the operations.
1914- V.S Brothers secure an initial order for 100 tonnes of “services”.
1918- Gupta Brothers take Mr. C.H. Holmes, an English businessman in Calcutta, as a partner. The
Britannia Biscuit Company limited is registered on March 21, 1918 and the brand name “Britannia”
launched.
1919- Sales turnover was Rs 4, 60,896.
1921- New imported machinery is introduced and Britannia Biscuit Company becomes the first company
to install.
1924- Mumbai factory is set up. Peek Prean, U.K acquired a controlling interest in Britannia Biscuit
Company Limited.
1939-44 -Sales increased to Rs 16, 27, 202, the business received a big fillip during World War II”
service biscuits are supplied in large quantities.
1952- Calcutta factory is relocated from Dum-dum to present site at Taratola road, Delhi Biscuit
Company is acquired.
1954- BBCo acquired the Delhi Biscuit Co and began the manufacture of sliced and wrapped bread in
Delhi.
1966- New Delhi plant is set up at the present site at Lawrence road and R&D department is set in
Mumbai factory.
1967- Chennai factory commences production.
1968- Britannia Biscuit Company celebrates golden jubilee.

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1971- Seafood’s division is set up.
1973 -An integrated processing and freezing plant for seafood was commissioned at Thane.
1975- Public issue- Indian share –holdings distribution fro parry’s
1978 -Company name changed to Britannia Industries Limited.
1982- Nabisco brand Inc. U.S.A becomes major foreign shareholder.
1983- Sales crossed Rs 100 crores
1986- Soya products trial commences.
1989- The Executive office is moved from Mumbai to Bangalore. B.S.N acquires stake in BIL through
ABIL, U.K
1991-Soya unit at Vidisha divested.
1992- BIL celebrates its platinum jubilee.
1993- Wadia group acquires stake in ABIL U.K and becomes an equal partner with Group Dan one in
BIL.
1994- Sales crossed 10000 tonnes of biscuits.
1997- New Corporate identify “EAT HEALTHY THINK BETTER” launched. BIL enters the dairy
products market.
1998- Sales crossed Rs 10,000 million. (235 MN. Used)
1999- Opened a new category: SNACKING PRODUCTS.
2000- Sales increase by 14.43%, total sale of 1338.10 crores.
2001- Profit of 70.5 crores, an increase of 38.24%.
2004- The creation of a centralized set-up for payables processing, accounting and MIS systems in the
corporate office at Bangalore.
2005- Re-birth of Tiger – “Swasth Khao, Tiger Ban Jao” becomes the popular chant!
The new plant in Uttaranchal commissioned ahead of schedule.
2008- Britannia launched Iron fortified ‘Tiger Banana’ Biscuits, ‘Good Day Classic Cookies’, Low Fat
Dahi and renovated ‘Marie Gold’.

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BRITANNIA LOGO
Logo consists of the Company name and slogan.
The logo along with the corporate statement is as:
“EAT HEALTHY, THINK BETTER” aims as positioning Britannia as the most credible source of
healthy yet tasty food product. The corporate statement captures the Indian concept of unity of body and
mind. The colours used in the logo have its own significance.
Written in three colours: -Red, White and Green.
Red denotes Energy and Vitality.
White denotes Purity.
Green stands for Nutrition and Freshness.
Also there is green stroke beneath the company name, which denotes surety for health
and quality products.
The Hindi rendition of slogan “SWASTH KHAO, TAN MAN JAGAO”.

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MISSION OF THE COMPANY
“To dominate the food and beverage market in India through a profitable range of tasty yet
healthy products.”
Regarding the basis of setting mission and vision statement, Britannia gives top most priority to
“customer satisfaction”, followed by quality, market leadership, increased profit variety, sales turnover
and profit maximization.
“Our markets are poised for exciting times. As a successful organization, we must not only keep
pace with consumer expectation, but also anticipate them. Our new identity is to lay the base to
project our future as a successful 'food' company, a company that provides high quality and tasty,
yet healthy foods and beverages".
-Nusli Wadia, Chairman, Britannia Industries Limited.
"I conform to the view that there are three kinds of companies - those that watch things happen;
those that make things happen; and those that wonder what happened. We certainly wish to make
things happen…My personal commandment is Do unto others what you don't wish done unto
you. It's not the big who swallow the small; it is the fast who swallow the slow".
-Varun Berry, CEO, Britannia Industries Limited.

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VISION
 Think Of A Purpose That Spirals Forth To Create Innovations From Within
This Visionary Zeal; Built On Trust And Knowledge, Has Empowered The
Wadia Group In Various Business Enterprises For more Than A Century. It
now promises much more in the New Economy ...
 To dominate the food and beverage market in India with a distinctive range of
³Tasty Yet Healthy´ Britannia brands.
 Every third person, in India, should be a Britannia consumer
Company Objectives
Short-term Objective:
 To improve image to shareholders.
 To improve internal processes and controls.
 To increase NSV and ROI.
Long-term Objective:
 To be the lowest-cost producer in the market.
 To become largest volume player in the bakery industry.
Quality Objectives:
 Reduction in customer complaints
 To start documentation of market returns dealer wise
 To empower the workmen on individual work area to ensure that only quality product
are passed on the next page of production.
 Continuous training for the development of human resources.
 To minimize the accident level. As part of the growth strategy, the company always
9+try to build on the values of brand “Britannia" by aggressively pursuing tasty yet
healthy offerings of mass appeal and also launching a host of affordable products,
which would help rejuvenate the mother brand and drive category consumption.

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Goals
Once the company developed their vision, mission and core values, they can then develop the
goals and objectives needed to achieve your vision.
Goals are general statements of what Britannia wants to achieve. So they need to be
integrated with their vision. They also need to be integrated with their mission of how they
are going to achieve their vision.
 To improve profitability
 To increase efficiency
 To capture a bigger market share
 To provide better customer service
 To improve employee training
 To reduce carbon emissions

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FUTURE PLANNING
Britannia Industries Ltd is planning to invest between ₹150 crore and ₹200 crore over the next
two years.
According to Varun Berry, Managing Director, Britannia Industries, investments would mostly
be into expansion of capacities, product innovation and the setting up an innovation centre.
The company is planning to set up an innovation centre at Bangalore, at an estimated cost of ₹20
crore-₹30 crore. The innovation centre will become operational over the next 18 months.
“Investments would mostly be in capital expenditure, technology and innovation,” he told
reporters during a press conference.
The Wadia Group-controlled enterprise operates mainly in the biscuit-rusk-cake (BCR) and dairy
segments. It is the second largest biscuit-maker in India, after Parle Products.
Berry says the company hopes to enhance its own manufacturing capacities by approximately 10
pet cent every year (or 7,000 tonnes a year). The company has an annual capacity of 74,000
tonnes a month, of which 46 per cent is in-house manufacturing and, the remaining 54 per cent is
outsourced.
Going forward, Britannia expects to reduce its dependence on contract manufacturing by having
its own production facilities in place.
In-house manufacturing is expected to rise to 60 per cent in the coming days. As part of this
initiative, a third manufacturing line is being added to its unit at Gujarat to increase capacity.
Sources indicate that the decision to opt for expanding captive capacity is intended to reduce
costs in the long-term.
“It has been our strategy to look for long-term capacities, optimise costs, put up large scale plants
in the right places…. Over the next two-to-three-year period we would look to have a 60-40 ratio
in terms of own-to-contract manufacturing,” Berry said, adding that the company is currently
looking to consolidate its presence in the BCR and dairy segments.

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Dropping daily breads
According to Berry, the company will soon “take a call” on its loss-making daily bread business.
The daily bread business reported a loss of approximately ₹2 crore last fiscal and a turnover of
₹20 crore.
“We are thinking of what to do... The daily bread business does not fit into our long-term plans,”
he added.
The company will also revisit its SAARC strategy in the coming days. Bangladesh, which bears
similarity with the Eastern region, is one such country that Britannia may explore. “We would
like to review our SAARC strategy as we go forward…..We may look at Bangladesh but there
are no immediate plans to go there,” Berry said. Britannia had earlier made a foray into Sri
Lanka, but exited the country about two years ago following losses
Profits up 25% in Q1
Britannia reported a 25 per cent growth in profits for the June quarter on higher sales. Net profits for
the quarter stood at ₹107.81 crore against a net of ₹86.29 crore in the corresponding quarter last
year.
Sales revenues for the quarter were up 15 per cent at ₹1,634.23 crore against ₹1,416.3 crore in the
corresponding last quarter.
On a consolidated basis, the net profit growth was 27 per cent at ₹113.66 crore against corresponding
last quarter’s ₹89.49 crore. Consolidated income was higher 15 per cent at ₹1,786.99 crore against
₹1,551.51 crore in the corresponding quarter

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Organization chart
Chairman
(Mr. Nusli N Wadia )
Board of Directors
Mr. N Venkataraman
(Chief Financial
Officer)
Mr. Gunjan shah
(Vice President)
Mr. Ritesh Rana
(V.P-HR)
Mr.Ali Harris shere
(V.P-Marketing)
Mr. Varun Berry
(Managing Director)
Mr. SS Kelkar
Mr. A.k Hirjee
Mr. Dr. Ajay Shah
Mrs. Ranjana Kumar
Key Executives
Mr. Sudhir Nema
(V.P-R & D and Quality)
Mr. Vinay Singh
Khushwaha
(V.P- Supply Chain)
Mr. Manjunath Desai
(V.P- Stratrgy & Business
Development)

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CHAPTER-2

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Product Mix

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29
Some Famous Product of Britannia

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Quality at Britannia
With a vision of ‘Taste Yet Healthy’, Britannia aims to dominate the food & beverage market
through a profitable range of product by making every India a Britannia consumer. The company
wishes to become the lowest- cost producer as well as the largest volume player in the market by
improving internal process& controls.
Their corporate strategy reveals-
“Our new identity is to lay the base to project our future as a successful food company, a
company that provides high quality & tasty, yet healthy food & beverages”
The term quality refers to an ongoing analysis of operation to verify that the goods and services
meet specific standard, or to better answer customer complaints are of sufficiently high quality
this is known as quality assurance. Rapid industrialization widens the rang of competition to
yield better customer satisfaction. The industries henceforth, spend a lot of money on quality
assurance of their product. Today there is loads of food product and beverage being produced by
various industries and are directly consumes by humans. So from the consumers’ point of view
this product should be safe for consumption. It means quality assurance is vital to the beverage
and food industry.
Quality assurance includes all a chemical and microbiological testing in the industries.
Sanitation is an important part of the quality because it prevents the contamination in the foods.
Microbial contamination can be reduced to high degrees by the effective sanitation producer.
Both the incoming raw material raw as well the outgoing fished products are ensured for their
quality.

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CHAPTER-C

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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
otherwise 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 is not Euclidean geometry a fixed system of concept. Rather marketing is one of the
dynamic fields with in the management arena. The market faces continually a new challenge
everyday and companies must respond to it positively. Therefore it is not surprising that new
market idea keep surfacing to meet new market place challenges.
The market process is applicable to more than goods and services. Anything related to
market including ideas, events, policies, prices and personalities comes under market
strategy. However it is important to emphasize opportunity in the market through market
strategy.
Following strategies adopted by the organization.
 A strong quality of the product and customer satisfaction:
Customers always believe in good quality product. in my survey I found that in percentage
term more people is quality conscious and not price conscious. Customer satisfaction is very
important part of the organization that at any cost they have to fulfill.
 A growing relationship with customer and customer retention:
Nowadays a good relation with customer is very important for organization. Sale is totally
depending on the relation with the customers. Customer's retention is also a major aspect for
growing business. It means keep the old customer and try to make new customer.
 Focus on competitors activity:
Every organization should must be careful about it's competitors step, because they can

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disturb the growing sales process of the organization.
 A growing emphasis on global thinking and local marketing planning:
Companies are increasing by pursuing market beyond their borders. When they enter other
countries they must follow the tradition of that country and also they make plan for local
market that which type of product has more demand and how can it run in the market.
 Promotional Strategy
Under the market strategy promotional idea is very important. Organization provides some
schemes or rebates to retailers or consumers. They make advertisement according to
convenient of the people and the feature of the product.
So on the basis of marketing strategy a organization runs in the market. It is several
types of which makes helpful to increase sales and turnover of the organization
TARGET SEGMENT & DEFINATION
STP
Segment People who need and consume bakery and dairy products
Target Group Middle and upper middle class families, especially kids
Positioning
India’s leading manufacturer of premium quality and healthy biscuits, bakery and
dairy products

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.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.
1. Positioning:- The positioning is a creative exercise down 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.
2. 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 lifecycle.
3. 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'sprice.
4. Place:- This plays a major role in the entire marketing system. the company
emphasis on it's distribution network. Proper distribution network gives proper

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availability of the product.
5. 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.
6. 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

36
MARKET POTENTIAL
Market potential of the BRITANNIA is much positive in competitive era and will sure cover
the maximum market share of biscuit product. Potentiality of any product depends upon the
futuristic performance of the product. it depends that how much retailers have potentiality to
be permanent seller of BRITANNIA.
For great potentiality it is necessary to improve those factors which are going to effect
retailers. In my study I found some factors which can help to cover great potentiality.
These factors are following:
 Scheme delivery should in perfect determining time.
 Some places distributors not able to cover his particular area. That should be
improved.
 Scheme facility should be regular as much as possible.
 Small pack also should be in the market.
 Always collect the views of retailers. It gives psychological effect on the retailers about
care ness by manufacturing company.
These factors are very important for the organization. If company is able to improve these all
factors then definitely its market share will more increase. Retailers will take more interest to
sell Britannia biscuit and customer will also enjoy for it.
So potentiality is very high to Britannia biscuit in positive direction.

37
SWOT Analysis of Britannia Industries
What is SWOT?
SWOT (strengths, weakness, opportunities and threats) is an analytical framework that can help a
company face its greatest challenges and find its new markets. SWOT analysis can serve as a precursor to
any sort of company action, such as exploring new ideas, making decisions about new policies,
identifying possible areas for change, approaching maximum customers and help in maximizing of
organizational objectives.
Britannia SWOT analysis
Strengths  Britannia has been around 120 years in the industry
 Britannia is one of India’s most trusted brand with strong brand
recall
 Wide range of bakery products like biscuits, rusks, cakes and dairy
products like milk, butter, cheese, etc.
 Strong distribution network ensuring proper availability of the
products even in the remotest area
 Innovative products for health conscious people like oats and
porridge, Britannia Nutri choice biscuits for diabetes patients, Vita
Marie Gold etc.
 Strong presence in rural markets
 Marketing and advertising efficiency
 Britannia has a major share in biscuit industry.
Weakness  Lower market share for Britannia in dairy segment
 Heavy expenditure on advertising and marketing
 Similar products produced by many companies means high brand
switching
 Dependence on stores and retailers
 Low penetration in rural areas
 Not an extensive overseas market
 Loose packaging of products in some segment can cause break of
products easily
 Lack of availability of all kind of products in the stores and retail
houses especially at PHS (Public Holiday Sale) time.
 Over dependency on the biscuit business
 Struggling dairy business

38
Opportunities  Increase in purchasing power of people in India as well as in other
countries
 Increase its share in the dairy industry
 Product line extension can benefit Britannia as the company has
loyal customers
 Increasing demand for diet, sugar free biscuits
 Provide efficient amount of all kind of articles in the retail layout
like BIG BAZAR
 Available an attractive offers on competitive products
 The packaging style of the products should be attractive as
compare to competitors
 Presentation of the products in the retail houses should be in a
style so that a customer can attract easily
 Provide competition to foreign companies (expanding its business
to other overseas market can help the company to emerge as a
global player in the food products)
 Changing lifestyle and demand for healthier food products
Threats  Lower price offering competitors can affect Britannia’s market
share
 Local dairies and bakers can cause business losses
 Rise in cost of raw materials
 New entrants- e.g: Cadbury, Oreo, Sunfeast dark fantasy
 Inflation can cause fall in sales and revenue

Competitors
1. Parle Products ltd.
2. Amul
3. Nestle ltd.
4. Mother Dairy
5. Patanjali

39
PEST & Micro environmental Factors
A PEST analysis is used to identify the external forces affecting an organization .This is a
simple analysis of an organization’s Political, Economical, Social and Technological
environment. A PEST analysis incorporating legal and environmental factors is called a
PESTLE analysis.
Political
The first element of a PEST analysis is a study of political factors. Political factors influence
organizations in many ways. Political factors can create advantages and opportunities for
organizations. Conversely they can place obligations and duties on organizations. Political
factors which influence the Britannia are as follows:-
 Methodology of development of Standards
 Provisions of Labeling
 Acceptance of a basic list of additives
 Matters relating to GMP(Good Manufacturing Practice), GHP(Good Health Plan)
 Issues related to Codex
 Procedure for sampling& launching of Prosecuting

40
 Grading of violations according to the nature of discrepancy.
 Legislation such as the minimum wage or anti-discrimination laws.
 Voluntary codes and practices.
 Market regulations.
 Trade agreements, tariffs or restrictions.
Nonconformance with legislative obligations can lead to sanctions such as fines, adverse
publicity and imprisonment. Ineffective voluntary codes and practices will often lead to
governments introducing legislation to regulate the activities covered by the codes and
practices.
Economical
The second element of a PEST analysis involves a study of economic factors. All businesses
are affected by national and global economic factors. National and global interest rate and
fiscal policy will be set around economic conditions. The climate of the economy dictates
how consumers, suppliers and other organizational stakeholders such as suppliers and
creditors behave within society. An economy undergoing recession will have high
unemployment, low spending power and low stakeholder confidence. Conversely a
“Booming” or growing economy will have low unemployment, high spending power and high
stakeholder confidence.
A Britannia will respond to economic conditions and stakeholder behavior. Furthermore
Britannia will need to review the impact economic conditions are having on their competitors
and respond accordingly. A truly Britannia has to be aware of economic conditions across all
borders and needs to ensure that it employs strategies that protect and promote its business
through economic conditions throughout the world.
Social
The third aspect of PEST focuses its attention on forces within society such as family, friends,
colleagues, neighbors and the media. Social forces affect our attitudes, interest s and opinions.
These forces shape who we are as people, the way we behave and ultimately what we
purchase. For example within the UK people’s attitudes are changing towards their diet and
health. As a result the UK is seeing an increase in the number of people joining fitness clubs

41
and a massive growth for the demand of organic food.
Population changes also have a direct impact on organizations. Changes in the structure of a
population will affect the supply and demand of goods and services within an economy.
Falling birth rates will result in decreased demand and greater competition as the number of
consumers fall. In summary Britannia must be able to offer products and services that aim to
complement and benefit people’s lifestyle and behavior. If Britannia do not respond to
changes in society they will lose market share and demand for their product or service.
Technological
Unsurprisingly the fourth element of PEST is technology, as you are probably aware
technological advances have greatly changed the manner in which businesses operate.
Organizations use technology in many ways, they have:
1. Technology infrastructure such as the internet and other information exchange systems
including telephone
2. Technology systems incorporating a multitude of software which help them manage
their business.
3. Technology hardware such as mobile phones, BlackBerry’s, laptops, desktops,
Bluetooth devices, photocopiers and fax machines which transmit and record information.
Technology has created a society which expects instant results. This technological revolution has
increased the rate at which information is exchanged between stakeholders. A faster exchange of
information can benefit Britannia Company as they are able to react quickly to changes within
their operating environment.
However an ability to react quickly also creates extra pressure as businesses are expected to
deliver on their promises within ever decreasing timescales.
Technology will continue to evolve and impact on consumer habits and expectations; if Britannia
ignores this fact then it will definitely face extinction.

42
CHAPTER-4

43
WORK FLOW AND REPORTING PATTERN
Training Process Flow Chart of Britannia
Neeraj Tiwari
(HR)
Mr. Manish
(Sales Head-Lucknow)
Mr. Rajan
(Britannia’sPromotor)
Anjulika Dutta
(TeamLeader)
Majaharul Imam
(Trainee)

44
Introducing Offers

45
MARKET SHARE CALCULATION OF BRITANNIA
BIG BAZAAR SHALIMAR ELDEE
WEEK 6 (03-07-17)
AISLE 1 (COOCKIES)
Total facing= 223
Britannia’s facing = 56
Market share= 56/223 * 100 = 25.11 %
AISLE 2 (DIGESTIVE+COOCKIES)
Total Facing= 112
Britannia’s facing= 24
Market share= 24/112 * 100 = 21.42 %
AISLE 3 (DIGESTIVE+GLUCOSE+SALTED)
Total Facing= 102
Britannia’s Facing= 25
Market share= 25/102 *100 = 24.50%
AISLE 4 (CAKE+CREAM)
Total Facing= 243
Britannia’s Facing = 69
Market share= 69/243 * 100 = 28.39 %
AISLE 5 (DAIRY)
Total Facing= 200
Britannia’s Facing = 10
Market share= 10/200 * 100 = 5 %
TOTAL MARKET SHARE
Total Facing= 880
Total Britannia’s Facing= 184
Total Market share= 184/880 * 100 = 20.90%

46
INTERPRETATION:
I calculated market share of Britannia products at a weekly basis, remained 20% around every
week and found the shortage of Britannia articles in the shelf that is why the customers would
not have been found convenient in purchasing the products specially, at the time of Wednesday
(Bachat Day).
Consequently, this is necessary to available each and every products at a sufficient amount by
which the customers could easily find the Britannia products.
Market Share
Total Market Share
Britannia

47
Research Methodology
I have conducted this research to understand “Why consumers prefer Britannia products over
other brands and what are the preferences of the consumers”.
Type of Research:
Casual research design has been used for the purpose of the study.
 Data analysis and interpretation is based on the primary data
 Interference is drawn from the collected data
Sampling Method
The method used is convenience sampling. This is the easiest and cheapest method to conduct
hence, the “convenience”.
Sample size
The study covered of 100 respondents belonging to the city of Lucknow in the age group of 16-
25, 25-35, 35-45, 45&Above. The respondents were chosen from BIG BAZAR at Eldee Shalimar,
Bhoothnath.
Data Collection
Primary Data: - Primary data is collected using methods such as interviews and
questionnaire asked to the customers.
Secondary Data: - All method of data collection can supply quantitative data or
qualitative data. Quantitative data may often be presented in tabular or graphical form.
Secondary data is data that has already been collected by someone else for a different purpose
like paper-based sources. Electronic sources etc

48
Research Objectives
• To determine the Brand preference of Britannia products over its
competitors
• To identify the factors influencing the Brand preference of Britannia
products
• To identify consumer perception about various features of Britannia
products
• To study whether branding plays a vital role in purchase of Britannia
product
• To know awareness of people towards Britannia Biscuits as well as Dairy
products
• To know the decision maker in purchasing the products

49
Data Analysis and interpretation
1. Showing age group of respondents towards Britannia biscuits
Age Group No. of Respondents Percentage
16-25 38 38%
25-35 27 27%
35-45 20 20%
45 & Above 15 15%
Source: Field Investigation
Depicting age group
Interpretation
India has now major number of its population as youngster and the fact that Britannia should
cater to the needs of the younger generation and also people who fall under the age group of
25-35 years as they formulate the majority of the population and also represent the customers to
the biscuit industry.
16-25
38%
25-35
27%
35-45
20%
45 & Above
15%
Age

50
2. Showing the occupational distribution pattern of the respondents
Occupation No. of Respondents Percentage
Student 19 19%
Salaried 32 32%
Self Employed 22 22%
Professional 27 27%
Source: Field Investigation
Interpretation
From the above chart it is clear that 81% of the respondents have a permanent
source of income and are from various backgrounds and remaining 19% of the
respondents constitute students who majorly depend upon pocket money by their
parents.
Student
19%
salaried
32%
Self Employed
22%
Professional
27%
Occupation

51
3. Showing the customer awareness level of different brand’s biscuits
Interpretation
From the above chart it is clear that the awareness level of Britannia biscuits is
higher when compared to other brands of biscuits. Parle stand second in terms of
awareness followed by Sunfeast. Priyagold has the least number of awareness
amongst customers.
0
10
20
30
40
50
60
70
80
Britannia Parle Sunfeast Priyagold
Very High
High
Medium
Low
Very Low
Very
high
% High % Medium % Low % Very
Low
%
Britannia 18 18% 68 68% 14 14% 0 0% 0 0%
Sunfeast 14 14% 58 58% 28 28% 0 0% 0 0%
Parle 24 24% 66 66% 10 10% 0 0% 0 0%
Priyagold 5 5% 30 30% 4 4% 21 21% 40 40%

52
4. Showing the different brand of biscuits customers consider
buying
Interpretation
From the above table it is clear that on an average consumer prefer Britannia
biscuits over other brands, and it is also clear from the above table that Parle is one
of the biggest competitors in the market.
0
10
20
30
40
50
60
70
80
Britannia Parle Sunfeast Priyagold
Very High
High
Medium
Low
Very Low
Very
high
% High % Medium % Low % Very
Low
%
Britannia 38 38% 32 32% 18 18% 10 10% 2 2%
Parle 26 26% 28 28% 30 30% 6 6% 2 2%
Sunfeast 36 36% 34 34% 16 16% 10 10% 4 4%
Priyagold 0 0% 2 2% 8 8% 20 20% 70 70%

53
5. Showing the decision maker in purchasing the biscuits.
Decision Maker No. of Respondents Percentage
Self 37 37%
Family 43 43%
Children 15 15%
Others 5 05%
Interpretation
From the above analysis it is clear that the family is the decision maker in
influencing the purchase of biscuits which is followed by self-decision. Children
have small role in deciding which biscuit to consume.
0
5
10
15
20
25
30
35
40
45
Self Family Children Others

54
6. Showing the frequency of purchasing biscuits
Frequency No. of Respondents Percentage
Daily 15 15%
Weekly 40 40%
Fortnightly 25 25%
Random 20 20
Interpretation
From the above analysis of the responses given by the respondents it is found that
majority of consumers mostly purchase biscuits on weekly basis. And it is
followed by fortnight purchase. Only handful consumers make purchase on a daily
basis. About 20% of respondents make purchase on random basis.
0
5
10
15
20
25
30
35
40
Daily Weekly Fortnightly Random
Frequency
Frequency

55
7. Showing the reason behind the purchase of Britannia biscuits.
Source No. of Respondents Percentage
Price 22 22%
Quality 27 27%
Brand power 18 18%
Taste 23 23%
Nutritional value 10 10%
Interpretation
From the above responses it is clear that the most important reason for purchasing
Britannia biscuits is the quality. Price is considered to quality when making
purchase decision. The taste also considered when purchasing the biscuits.
0
5
10
15
20
25
30
Price Quality Brand Power Taste Nutritional
Value

56
8. Showing the variety of biscuit consumed
Variants No. of Respondents Percentage
Cream biscuits 36 36%
Chocolate chips biscuits 12 12%
Salt biscuits 7 7%
Wheat biscuits 25 25%
Glucose biscuits 20 20%
Interpretation
It is clear from the above analysis of the responses that most of the respondents
prefer consuming cream biscuits followed by wheat biscuits (Marie) and then by
glucose biscuits.
36
12
25
20
7
0
5
10
15
20
25
30
35
40
Cream biscits Chocolate chips
biscuits
Wheat bicuits Glucose biscuits Salt biscuits
Variants
Variants

57
9. Showing the frequency of attractiveness of different brand
biscuits packaging
Britannia 36 33%
Sunfeast 33 36%
Parle 26 26%
Anmol 3 3%
Priyagold 2 2%
Interpretation
From the above analysis it is clear that most of the consumers find Sunfeast’s
packing more attractive than other brands of biscuits which are followed by
Britannia and Parle.
Britannia
33%
Sunfeast
36%
Parle
26%
Anmol
3%
Priyagold
2%
Frequency

58
10. Showing the frequency of consumers opinion about
Britannia biscuits
Excellent 27 27%
Good 57 57%
Average 13 13%
Poor 3 3%
Very Poor 0 0%
Interpretation
From the above table it is known that 57% of the respondents who consume
Britannia biscuits have a good opinion about the brand and 27% find the biscuit
excellent to consume.
0
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Frequency
Frequency

59
11. Do you know about Britannia Dairy products?
Respondents Percentage
Yes 89 89%
No 11 11%
Interpretation
From the above chart it is clear that 89% respondents are well known about
Britannia dairy products, and 11% respondents are those customers who are
unknown about Britannia products.
0
10
20
30
40
50
60
70
80
90
Yes No
Series 1
Series 1

60
12. What are the dairy products of Britannia you use very frequently?
Respondents Percentage
Cheese 55 55%
Butter 35 35%
Ghee 10 10%
Interpretation
From the above analysis of the responses given by the respondents it is found that
majority of consumers mostly consumed of Cheese (55%) followed by Butter and
Milk.
0
10
20
30
40
50
60
Cheee Butter Ghee
Variants
Variants

61
13. Which brand’s Dairy products do you like most?
Brands Respondents Percentage
Amul 33 33%
Mother Dairy 28 28%
Britannia 26 26%
Nestle 13 13%
Interpretation
From the above chart it is clear that Amul is the leading brand amongst the
customer i.e. 33% in Dairy products followed by Mother dairy, Britannia and
Nestle.
0
5
10
15
20
25
30
35
Amul Mother Dairy Britannia Nestle
Brands
Brands

62
14.What makes you purchase of Britannia Dairy products.
Source Respondents Percentage
Quality 28 28%
Price 25 25%
Nutritional Value 20 20%
Brand Image 15 15%
Packaging 12 12%
-
Interpretation
From the above responses it is clear that the most important reason for purchasing
Britannia Dairy products is the quality. Price is the second priority when making
purchase decision followed by the Nutritional Value and Packaging.
28%
25%
20%
15%
12%
Source
Quality Price Nutritional Value Brand Image Packaging

63
Findings
• It has been found that majority of the biscuit consumers are youngster
between the ages of 16-25 years. Working professionals between the age
group of 25-35 years also form a major part of biscuit consumers
• From the above data it is clear that the awareness level of Britannia biscuits
is higher when compared to other brands of biscuits. Parle stand second in
terms of awareness followed by Sunfeast.
• It has been also found that the awareness level of Britannia biscuits is higher
when compared to other brands of biscuits.
• Most of the consumers purchase biscuits on a weekly basis and also
fortnightly basis and also it is found that family plays an important role in
deciding on the brand of biscuit to be consumed.
• From the research it has been found that on an average consumer prefer
Britannia biscuits over other brands, and it is also clear from the research
that Parle is one of the biggest competitors and Amul is on the top in dairy
segments in the market.
• The attractiveness of Sunfeast biscuit is found to be superior to Britannia
and Parle biscuits. This is because of Sunfeast separate division of packing
and which is highly innovative.

64
Recommendation
• Perform a detail demand survey at regular interval to know about the unique
needs and requirement.
• The company should focus to bring some more flavors and variety of
schemes rather then bring second and repeat same old one.
• The company must be aware of and keep at least the latest knowledge of its
primary competitors in market and try to make perfect anticipated efforts to
meet the same.
• The company should be always in a position to receive continuous feedback
and suggestions from its customers.
• Can start schemes like cash prizes or foreign trips on scratching the bar code
on the packet.
• Efficiency in distribution network.
• The company should undertake promotional activities to increase awareness
and brand preference and also to gain market share.
• Merger and Acquisition in the Dairy industry with local players help the
company in increasing its distribution network and market share.
 Available the products in sufficient amount so that the selling rate at Public
Holiday sale could increase.
 Target those retailers who are having potential in selling the Biscuits and
dairy products and available our products timely.

65
CONCLUSION
Interpretation of the buying behavior of customers has showed that people prefer
Britannia primarily because of the good brand image and then quality.
There is no interdependency between the buying behavior of the customers and
their age groups.
There exists a high level of awareness among the people towards the brand
Britannia. The brand acts a synonym of biscuits for them.
The highest selling brand for vendors stands to be Britannia.
Britannia charges a premium for its biscuits because of its brand image, quality and
taste.
Britannia is the largest player in the branded and organized biscuit industry with a
value and volume market share of 38% and 32% respectively.
Parle is acting as the biggest competitor for Britannia because of having similar
brand equity and lower prices of its products.
TV advertisements influence the buying patterns of the customers.
Combo Offers act as the most efficient tool for making people prefer one brand
over others.
In order to test our hypothesis wherein we had to study the dependency between
age groups and buying behavior we undertook 3 factors namely, promotional
strategies, consumption time and preference for different varieties. We applied chi
square test and found out that there lies no dependency between various age groups
and their buying patterns.
Our second hypothesis was finding the preference for Britannia over other brands
by taking into account parameters like quality, price, brand image, availability, etc.
Therefore, we calculated mean rank for Britannia and its major competitors which
showed that Britannia got the highest mean rank and is therefore preferred over
other brands of its kinds.

66
Questionnaire
Dear participants,
My name is Majaharul Imam Student of MBA at Integral University, Lucknow. I am
conducting a research on customer’s satisfaction on Britannia biscuits. I would like you to help me in
completing the project by kindly filing in the questionnaire as it forms an important part of my study. I
assure you that your response will be confidential and strictly used only for academic purpose.
Fill your details:
1. Name: …………………………….
2. Age Group: ……………………………....
3. Occupation: [ ] Student [ ] salaried [ ] Self-employed [ ] Professional [ ] Others
4. Rate the following brands in terms of product awareness in all categories.
[ ] Britannia [ ] Sunfeast [ ] Parle [ ] Priyagold
5. Who makes/influences the decision to buy biscuits?
[ ] Self [ ] Family [ ] Children [ ] Others
6. How often do you purchase the preferred brand?
[ ] Daily [ ] Weekly [ ] Fortnightly [ ] Random
7. What are the reasons which make you choose the preferred brand of biscuit?
[ ] Price [ ] Quality [ ] Brand Power [ ] Taste [ ] Nutritional Value [ ] Variety
8. Is the packaging of Britannia biscuits attractive?
[ ] Strongly Agree [ ] Agree [ ] Neutral [ ] Disagree [ ] Strongly Disagree
9. Which variant of the biscuit do you choose?
[ ] Cream biscuit [ ] Chocolate chips biscuit [ ] Salt biscuit [ ] Wheat biscuit
[ ] Glucose biscuit

67
10. What is your opinion about Britannia?
[ ] Very poor [ ] Poor [ ] Average [ ] Good [ ] Excellent
11. Do you know about Britannia Dairy products?
[ ] Yes [ ] No
12. What are the dairy products of Britannia you use very frequently?
[ ] Cheese [ ] Butter [ ] Ghee
13. Which brand’s Dairy products do you like most?
[ ] Amul [ ] Mother Dairy [ ] Britannia [ ] Neslte
14. What makes you purchase of Britannia Dairy products.
[ ] Quality [ ] Brand Image [ ] Price [ ] Taste [ ] Packaging

68
Bibliography
 http://m.timesofindia.com/business/india-business/Britannia-edges-past-
Parle-as-top-biscuit-company/articleshow/47477483.cms
 http://britannia.co.in
 https://en.wikipedia.org/wiki/Britannia_Industries
 https://www.ukessays.com/essays/marketing/marketing-management-of-
britannia-biscuits-co-ltd-marketing-essay.php
 http://www.scribd.com/mobile/doc/44124706/project-report-on-Britannia

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