A summer internship project report on market analysis and sales development through the study of Britannia Industry under the roof of Big Bazar, Lucknow

1. A Summer Internship Project Report Submitted To
Department of Business management
Integral University, Lucknow
“Understanding of Market Analysis and Sales Development
through the Study of Britannia Industry under the Roof of Big
Bazar”
SUBMITTED BY:
Name: Aftab Sahil UNDER GUIDANCE OF:
Roll No.: 1601022010 Prof. (Dr.) Aftab Alam
Batch: 2016-18

2. Company Overviews
• Britannia Industries Limited (A WADIA Enterprise) is an Indian food-products
corporation based in Bengaluru, India. Britannia has an estimated market share of
38%.
• The company was established in 1892, with an investment of ₨ 265. Initially,
biscuits were manufactured in a small house in central Kolkata.
• Later, the enterprise was acquired by the Gupta brothers mainly Nalin Chandra
Gupta. 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.
• At the time of World War II, Biscuits were in high demand which gave a boost to
the company’s sales. The company name finally was changed to the current
“Britannia Industries Limited” in 1979.
• In 1999, the “Britannia khao, world Cup Jao” Promotion further one of India's
best known brands and also one of the most admired food brands in the country.

3. Cont.…………….
• Britannia celebrated its Platinum Jubilee in the year 1992.
• In 2002, BIL launches joint venture with Fonterra, the world’s second
largest dairy company Britannia New Zealand Foods Pvt. Ltd. Is born rated
as ‘One amongst the Top 200 Small Companies of the World’s by Forbes
Global Economic Times ranks BIL India’s 2nd Most Trusted Brand.
• It is now in the hands of well known Wadia Group jointly with the world
wide Groupe DANONE.
• “GOOD FOE HEALTH, GOOD FOR TASTE, FINEST IN BRAND, AFFLUENT IN
PRICE, are the strategies employed by Britannia for its towering stature
today.
• Britannia inculcated the culture of eating biscuits in the mind of Indian
people in a big way with the slogan “Eat Healthy, Think Better” .

4. 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”.

5. Vision
To dominate the food and beverage market in India with a distinctive range of “Hasty yet
Healthy” Britannia brands. Every third person in India should be a Britannia consumer.
Mission
To dominate the food and beverage market in India through a profitable range of
“Tasty yet Healthy” products by making every Indians a Britannia consumer. “We
want to be part of our consumer- at home, out of home, a natural part of his life”
Goal
To provide consumers the highest standards of food safety and ensure hygiene in new
diversified food category

6. Organizational Structure of Britannia Industry
Mr. Nusli N Wadia
(Chairman)
Mr. N Venkataraman
(Chief Financial Officer)
Mr. Gunjan Shah
(Vice President)
Mr. Ritesh Rana
(Vice President-Human Resource)
Mr. Anindya Dutta
(Vice President-International Business)
Mr. Ali Harris Shere
(Vice president-Marketing)
Mr. Sudhir Nema
(Vice President-R&D & Quality)
Mr. Manjunath Desai
Vice President-Strategy & Business
Development)
Mr. Vinay Singh Khushwaha
(Vice president-Supply Chain)
Mr. Varun Berry
(Managing Director)

7. Key Areas of Work
SWOT Analysis
Sales Pitching
Introducing Offers
Market Share Calculation

8. SWOT Analysis
Strengths
• 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.
• Innovative products for health conscious people like oats and porridge, Britannia Nutri choice biscuits for diabetes patients, Vita
Marie Gold etc.
• 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
• Lack of availability of all kind of products in the stores and retail houses especially at PHS (Public Holiday Sale) time.
• Struggling dairy business
Opportunity
• Increase its share in the dairy industry
• 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
Threads
• Lower price offering competitors can affect Britannia’s market share
• Local dairies and bakers can cause business losses
• New entrants- e.g: Cadbury, Oreo, Sunfeast dark fantasy
• Rise in cost of raw materials

9. •Driving of customers
•Increasing sales rate
specially at the time
of PHS (Wednesday-
Bachat Day)
•Knowing mindset up
of customers
regarding products
Sales
Pitching

10. Introducing Offers

11. 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%

12. Interpretation of Market Share
Total Market Share
79%
Britannia
21%
Market Share
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.

13. Research Methodology
Type of Research
a) Data analysis and interpretation is based on the primary data
b) Interference is drawn from the collected data
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.

14. Objectives of the Study
• 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
products
• To know awareness of people towards Britannia Biscuits as well as
Dairy products
• To know the decision maker in purchasing the products

15. Data Analysis and
interpretation

16. 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%
16-25
38%
25-35
27%
35-45
20%
45 & Above
15%
Age
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.

17. 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%
Student
19%
salaried
32%
Self Employed
22%
Professional
27%
Occupation
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.

18. 3. Showing the customer awareness level of different brand’s biscuits
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%
0
10
20
30
40
50
60
70
80
Britannia Parle Sunfeast Priyagold
Very High
High
Medium
Low
Very Low
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.

19. 4. Showing the different brand of biscuits customers consider buying
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%
0
10
20
30
40
50
60
70
80
Britannia Parle Sunfeast Priyagold
Very High
High
Medium
Low
Very Low
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.

20. 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%
0
5
10
15
20
25
30
35
40
45
Self Family Children Others
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.

21. 6. Showing the frequency of purchasing biscuits
Frequency No. of Respondents Percentage
Daily 15 15%
Weekly 40 40%
Fortnightly 25 25%
Random 20 20
0
5
10
15
20
25
30
35
40
Daily Weekly Fortnightly Random
Frequency
Frequency
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.

22. 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%
0
5
10
15
20
25
30
Price Quality Brand Power Taste Nutritional Value
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.

23. 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%
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
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.

24. 9. Showing the frequency of attractiveness of different brand biscuits
packaging
Frequency No. of Respondents Percentage
Britannia 33 33%
Sunfeast 36 36%
Parle 26 26%
Anmol 3 3%
Priyagold 2 2%
Britannia
33%
Sunfeast
36%
Parle
26%
Anmol
3%
Priyagold
2%
Frequency
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.

25. 10. Showing the frequency of consumers opinion about Britannia
biscuits
Frequency No. of Respondents Percentage
Excellent 27 27%
Good 57 57%
Average 13 13%
Poor 3 3%
Very Poor 0 0%
0
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
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.

26. 11. Showing awareness about Britannia Dairy products?
Respondents Percentage
Yes 89 89%
No 11 11%
0%
20%
40%
60%
80%
100%
Yes No
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.

27. 12. Showing the Varity of dairy products consumed.
Variants Respondents Percentage
Cheese 46 46%
Butter 30 30%
Ghee 1 1%
Milk 15 15%
Dahi 8 8%
0
5
10
15
20
25
30
35
40
45
50
Cheese Butter Ghee Milk Dahi
Interpretation
From the above analysis of the responses given by the respondents it is found that majority of
consumers mostly consumed of Cheese (46%) followed by Butter and Milk.

28. 13. Showing the frequency of Dairy products brand used.
Brands Respondents Percentage
Amul 33 33%
Mother Dairy 28 28%
Britannia 26 26%
Nestle 13 13%
0
5
10
15
20
25
30
35
Amul Mother Dairy Britannia Nestle
Brands
Brands
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.

29. 14. Showing the reason behind the 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%
28%
25%
20%
15%
12%
Quality Price Nutritional Value Brand Image Packaging
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.

30. Research Findings
• It has been found that majority of the biscuit consumers are youngster between
the age 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 than Britannia and
Parle biscuits.

31. Recommendations
• 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 a 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.

32. Conclusion
From the analysis of the data collected and from the experience I have reached the
following conclusions:
• That Britannia Biscuits has gained acceptance by the customer and has huge
potential to expand its market share and become leaders in few of its biscuit
category.
• Britannia is most popular amongst its users mainly because of its taste, Quality,
Price and brand name. Thus it should focus on good taste, quality and price so that
it can capture major part of the market.
• I come to the conclusion that visibility affects the sales of Biscuits in a very special
way and dominating in terms of health conscious consumers.
• In today’s scenario, customer is the king because he has got various choices around
him. If the company is not capable of providing consumers the desired result then
the consumer will definitely switch over to the competitors. Therefore to survive in
this cut throat competition, the company need to b e best.
• I feel that there is cut throat competition between Parle, Britannia and Sunfeast so
to be top of mind of t he customers the company need to do something
outstanding every time.

33. Questionnaire
Dear participants,
My name is Aftab Sahil 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

34. 4. Rate the following brands in terms of product awareness in all categories.
[1-Very high, 2-High, 3-Medium, 4-Low, 5-Very Low]
[ ] Britannia [ ] Sunfeast
[ ] Parle [ ] Priyagold
5. Rate the following brand of biscuits in the order of buying and consumption preference.
[1-Very high, 2-High, 3-Medium, 4-Low, 5-Very Low]
[ ] Britannia [ ] Sunfeast
[ ] Parle [ ] Priyagold
6. Who makes/influences the decision to buy biscuits?
[ ] Self [ ] Family
[ ] Children [ ] Others

35. 7. How often do you purchase the preferred brand?
[ ] Daily [ ] Weekly
[ ] Fortnightly [ ] Random
8. What are the reasons which make you choose the preferred brand of biscuit?
[ ] Price [ ] Quality
[ ] Brand Power [ ] Taste
[ ] Nutritional Value [ ] Variety
9. Is the packaging of Britannia biscuits attractive?
[ ] Strongly Agree [ ] Agree
[ ] Neutral [ ] Disagree
[ ] Strongly Disagree

36. 10. Which variant of the biscuit do you choose?
[ ] Cream biscuit [ ] Chocolate chips biscuit
[ ] Salt biscuit [ ] Wheat biscuit [ ] Glucose biscuit
11. What is your opinion about Britannia?
[ ] Very poor [ ] Poor
[ ] Average [ ] Good
[ ] Excellent
12. Do you know about Britannia Dairy products?
[ ] Yes [ ] No
14. What are the dairy products of Britannia you use very frequently?
[ ] Cheese [ ] Dahi
[ ] Butter [ ] Milk [ ] Ghee

37. 15. Which brand’s Dairy products do you like most?
[ ] Amul [ ] Mother Dairy
[ ] Britannia [ ] Neslte
16. What makes you purchase of Britannia Dairy products.
[ ] Quality [ ] Brand Image
[ ] Price [ ] Taste
[ ] Packaging

38. Bibliography
• http://en.mwikipedia.org/wiki/Britannia_Industries
• http://googleweblight.com/i?u=http://divinenotes.blogspot.com/2006/12
/story-of-britannia-eat-healthy-
think.html?m%3D1&grdqid=Rlvzn2jy&hl=en-IN
• http://www.ukessays.com/essays/marketing/a-market-analysis-of-
britannia-industries-marketing-essay.php