Final Term Dessert at Ion Project Report

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A COMPARATIVE STUDY OF CONSUMER BRAND PREFERENCE BETWEEN

BRITANNIA AND PRIYAGOLD BISCUIT WITH REFERENCE TO NCR.

Dissertation Submitted

In

Partial Fulfillment of the Requirement for the award of

Post Graduate Diploma in Management

(Recognized by AICTE, Ministry of HRD, Govt of India)

By

Paramita Chattopadhyay

Integrated Academy Of Management and Technology

Ghaziabad

April,2010


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A COMPARATIVE STUDY OF CONSUMER BRAND PREFERENCE BETWEEN

BRITANNIA AND PRIYAGOLD BISCUIT WITH REFERENCE TO NCR.

.

By

Paramita Chattopadhyay

Under the guidance of

Prof. Sagar Chander

Inmantec,Ghaziabad

Integrated Academy of management and Technology

Ghaziabad

April,2010


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Acknowledgement

It is a great pleasure and privilege for me to take the opportunity to render my

deep sense of gratitude and appreciation to the esteemed faculty members of

Inmantec, Integrated Academy of Management and Technology who had beenthe source of inspiration for taking up this project and for its successful

completion. I would like to express my heartful gratitude to Prof R. K . Singhal

(Dean Management ) and also Prof. Sagar Chander. Without their guidance and

patience I could not have succeeded in preparing this project. I would also like to

express my gratitude and respect to Prof. Lata Singh (Program Coordinator) for

the help and encouragement during the course of this project work.


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Table of Contents

1) Executive Summary2) Synopsis3) Review of Literature4) Statement of the Research Objective5) Objective6) Research Methodology7) Data Analysis8) Findings9) Recommendations


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Executive Summary

Today companies has to work under tremendous pressure to sustain in the

market to stay ahead of its competitors. It is difficult to turn customers into loyal

customers. There is a huge advancement of technology in this era. Thereforethere is an immense need to satisfy their target customers. Companies should be

market focused and customer driven rather than solely product focussed or cost

driven.

For that, it is very important to constantly update, know the latest trends in the

market and knowledge about the competitors. The main focus of this report is to

analyze Britannia and Priyagold Biscuits current scenario in Delhi NCR with special

emphasis on Ghaziabad and Noida region.


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Synopsis

It was a matter of immense excitement and pleasure for me to undergo my final

semester dissertation report on the topic A Comparative Study OF CONSUMER

BRAND PREFERENCE BETWEEN BRITANNIA AND PRIYAGOLD BISCUIT WITH

REFERENCE TO NCR. Here there is a small biscuit brand making its place in front

of a very successful giant brand. The project would be carried within the NCR

area.

The primary data would be collected from the market in Ghaziabad, Noida

and NCR area. The secondary data collection would be done through exhaustive

literature survey, magazines, journals and websites etc.

The analysis would be presented with the help of tables and charts and suitable

recommendations would be suggested following that. I would try my utmost best

to prepare the project with the help of theoretical knowledge acquired during my

academic course along with practical implementation mixed with it.


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REVIEW OF LITERATURE

BRITANNIA INDUSTRIES LTD

The Company is in the manufacturing and selling of biscuits, bread, rusk, cakes

and dairy products like cheese, butter and milk. The brand names of biscuits are:

y Marie Goldy Treaty Maska Chaskay Good Dayy Milk Bikisy Pure Magic

The story of one of India's favourite 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.

The beginnings might have been humble-the dreams were anything but. By

1910, with the advent of electricity, Britannia mechanised 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 aresult, during the tragic World War II, 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 continued 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 followingyear, 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.


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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 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 visionand 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 crores of

rupees in wealth for Britannia's shareholders. The company's offerings are

spread across the spectrum with products ranging from the healthy andeconomical 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 savour the results, happily ever after.

Different Products

Britannia Nutrichoice Oat Cookies

Britannia NutriChoice Oat Cookies are scientifically created to suit the

special lifestyle and nutrition needs of diabetics to manage extreme swings

in blood sugar. They are tasty, crunchy and convenient option for those

mid-meal pangs. In addition, the oat fiber lowers rise in blood sugar, helps

control blood cholesterol and helps you feel satisfied and active for longer.


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Britannia NutriChoice Ragi Cookies

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly'

Essentials specially designed for people with diabetes. There's no longer aneed to avoid snacks or go hungry while traveling or at work. Rather

approach snacking in a healthy way with our Ragi Cookies. Britannia

NutriChoice Ragi Cookies are scientifically created to suit the special

lifestyle and nutrition needs of diabetics to manage extreme swings in

blood sugar levels. They are tasty, crunchy and convenient option for those

mid-meal pangs. Ragi helps lower blood glucose levels and in a rich source

of magnesium, which is instrumental for the production of important

enzymes. Our Ragi Cookies are a good source of fiber, both soluble and

insoluble, for heart and digestive health.

Veg Cakes

Britannia Veg Cakes is every vegetarian's dream come true! 100%

vegetarian cake with all the softness and delight a cake should have. Every

slice is soft and fluffy, stuffed with real fruit bits, to give you a cake that is

truly delicious, down to the last slice. Add to this zero cholesterol and a 3

month shelf life and you have a healthy, convenient snack to enjoy any

time, anywhere.

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 follow through on it. The Health Starter Kit

contains a range of healthy biscutis - 1 pack each of Nutrichoice Hi-Fiber

Digestive, Nutrichoice 5 Grain and Nutrichoice Nature Spice Cracker. It also

has a one week free pass to Talalkars gym that entitles every consumer toone week free trial of any Talwalkars (TBVF ltd) gym across the country.


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NutriChoice 5 Grain

Most consumers believe that to in order to stay healthy one needs to make

certain compromises on some good things in life. Whether it is missing that

extra hour of sleep over early morning exercise, or eating unappetizingfoods over that extra oil-dripping samosa. At the same time most of us

agree that good nutrition cannot come from one kind of food alone, but

from a healthy combination / assortment of several healthy ingredients put

together. Britannia NutriChoice 5 Grain Biscuits are a perfect answer to

those looking for healthy eating options without as much making a

compromise on taste, or convenience, or health.

Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully

chosen healthy cereals (Oats that help reduce bad cholesterol, Corn whichpromotes 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. It is this large size and the healthy combination of the

ingredients, that make it an ideal hunger buster for those in-between meals

time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several small single

serve pocket meals packs, so that one is never far away from pacifyinghunger on the move. So whenever you miss your breakfast, or succumb to

those unhealthy evening snacks, you can relish the goodness of health with

Britannia NutriChoice 5 Grain biscuits.

Tiger Banana

Britannia is committed to help secure every child's right to Growth &

Development through good food every day. Purposefully taking forward

the credo of 'Eat Healthy, Think Better', we have launched a new variantunder 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. A Rs.4 pack has as

much IRON ZOR as that in 1 kg of Banana.


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R&D in Britannia has spent considerable time to develop this nutritious and

delightful snack for children.

Britannia Tiger Banana packed with IRON ZOR and goodness of Banana isaccessible to all, being available in convenient packs priced at Rs.2, Rs.4 and

Rs.10.

NutriChoice Sugar Out

Sounds like yesterday when people commented that healthy foods meant

"compromising on the taste." NutriChoice Sugar Out is the most novel

product range to have been introduced in the market. The product is notjust sweet but tastes great, and yet contains no added sugar.

This is because NutriChoice 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 Litetime, Chocolate

cream, and Orange cream, targeted towards all health sensitive people. It

is also relevant for consumers with sugar related ailments.

We are sure that you will be pleasantly delighted with its great taste and

equally surprised to know that it has no added sugar.

NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in our daily life

towards healthy and active living. 24/7 we are engrossed in our busy

schedules; skipping meals, missing walks, along with inadequate sleep and

frequently eating-out, all take a heavy toll on our health.

At least with the new and improved NutriChoice Digestive Biscuit, we have


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one less thing to worry about. Made with 50% whole-wheat and packed

with added fibre (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 comes in four masti fruit flavours -

Juicy Apple, Strawberry Surprise, Tangy Orange and Delicious Dates!

New Britannia Milk Bikis

Milk Bikis, the favourite growth partner of Kids, now brings greater value

and delight to all with its new product and pack design. Recently re-

launched in its existing Southern & Eastern markets, and extended across

India, the new Milk Bikis is all set to add excitement and appeal to

nutritious food. 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 in growing kids. Thepremium packaging, besides appealing to kids, also ensures that the

biscuits remain fresh and crisp.

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.

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-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


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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.

Basic Strategies Adopted

NEW PRODUCT DEVELOPMENT

NEW MARKET DEVELOPMENT

OUTDOOR PROMOTION

RURAL THIRST

COST MANAGEMENT

With f resh marketing strategies, new bra nd portfolio a nd a healthy

lifestyle positioning hasled the c ompa ny to a tremendo us growth and

reach new heights. It is rated o ne of the most t rusted brand and also

one of the best marketed brands.Brand Awareness and Brand recall is

one area where Britannia has excelled. Its strength is its vibrant

presence among customers. We can say that all this success is a result of

the innovations adapted by the company. T he company has innovated

itself in terms of itspackaging, its marketing and they way they approach

the consumers. Even new tec hnologies have been built to sustain build their


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business momentum. The current focus of the company is in achieving top

line growth; it has also unleashed major growth s trategies to achieve

the sa me. Not on ly the y have a taken a clear positioning on projecting

themselves as a healthy lifestyle brand but they have been innovating their

key products also. Some of the key products even went throughreinventing and rebranding strategies. The best part is their product

portfo lio caters to all segments of the market and each of them have their own

positioning andimage.E ven smaller packaging and the strong distribut ion

network has helped them reach moreand more customers. Even the

company launched personal packs catering to Individual consumptions.

They even captured the Indian festival seasons to create special limited edition

packs which could be gifted to friends and family. Hence a lot of insight has gone

into the product packaging and innovation. Even they have entered the

choice health market with digestive biscuits. Clearly this company hasdiversified with time a nd entered the newer markets and co me up with

newproducts with time. Its a clear example how they understood their customers

pain points and came up new products and new innovations.Even their new

positioning, of being a health and wellness brand has been boosted with their

new products. Like for example, their bread products have been positioned as

healthy start to your day. This innovation combined with relevant consumer

activation in key markets bought a 30 per cent growth in its business.

Evaluating the brand on various parameters as discussed above

Brand Awareness Britannia has really excelled in this as it has almost one third

of the population as its c ustomers. Hence there is brand awareness to a

huge extent, even with its brands like tiger and packaging and pricing it

has able to crack the r ural markets..

Brand Positioning its current positioning stands to be a health and wellness

brand.Though each product stands for itself, but they are trying to

project that biscuitscould be healthy also. And also they are tying to reach all

types of customers.3.

Brand Value though in such products it is very difficult to measure brand loyalty

as it is mostly impulsive buying and there is very easy chance to switch.

But st il l thebrand has fared out well with 38% market share and it has tried to


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extend its portfolio so that it ca ptures all of its customers needs. But it Is

getting tough challenge from c ompetitors like Parle and ITC.4.

Brand Image - Many customers we interacted with prefer Britannia over

other brands, even it is the first thing which comes to their mind whenthey think of Biscuits. The image they carry is of a f un loving tasty

bra nd. Tho ugh Britannia is trying to project itself as a health and wellness

brand, it might take some time forth consumers to accept it wholly in that

manner. Still some parents think Britannia

as a snack which is not so healthy for their children. But this will soon change.

Brand Leadership -As of now Britannia is clearly the leader, but will it sustain the

competition from competitors like ITC and Parle well only time can tell. But if the

company keeps innovating at this pace it has a very good chance to

retain its leadership.

Market Status of Br itannia

If we look at the c urrent statistics, the current market share of Britannia

is 38% that is more than one third of the nation consumes Britannia. Currently

it is into manufacturing of biscuits, bread, rusk, cakes and dairy products. The

company is growing at a growth of 27%co mpared to the industry growth of

20% with an annual revenue of Rs 2,200 crores alone from Biscuits whichconstitutes for the 90% of the revenues.

In my provided area the share of the market is as follows.

BRITANNIA 48%

PRIYAGOLD 20%

PARLE-G 16%

PURE FOOD 8%

OTHERS 8%


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Priyagold

The wondrous magical journey of the company Surya Food & Agro Ltd, one

of the leading manufacturers of biscuits in northern India. Our brand

PRIYAGOLD has been a perennial household favorite since then. On aprofound level spread in to western as well as southern India, the inevitable

cycle of distribution network has helped us to spread into western India as

well. Our obsession is to make the finest quality biscuits available to the

consumers & our constant endeavor is to provide our consumers, a palate

to look forward to a taste & flavor that is uniquely PRIYAGOLD

Surya Food & Agro Ltd. was incorporated in November 1992 and

commenced its commercial operations of manufacturing & selling of

biscuits under brand Priyagold in October 1993. Over a period, they have

established strong manufacturing capabilities and have invested

substantially in developing consumer preference for our products. Our

trademarks / brands Haq Se Maango & Priyagold have emerged as one

of the most powerful brands in the FMCG sector. We are committed to

invest in brands, manufacturing capabilities, deliverables and distribution

strength. We have three plants located in Greater Noida, Lucknow & Surat.

We also outsource some of our requirements to another plant located in

Hyderabad. Our capacities have reached 1,50,000 MT p.a., which along

with strong brand building and distribution capabilities have enabled us to

command a sizable market share in the biscuit market despite competition

from well-established players in the industry. After establishing our

foothold in biscuit industry, we continued to adopt strategy to identify and

commercialize profitable growth opportunities by leveraging established

brand and distribution network. Following this strategy, they diversified

into manufacturing of fruit juices through our wholly owned subsidiary

Surya Fresh Foods Ltd. in January 2006. They have consciously invested

in creating markets for fruit juices and have established brands such as

Fresh Gold & Treat.

Both the brands are also well established and have penetrated into the fruit

juice market aggressively by commanding considerable market share. We

have also forayed into the aerated fruit drink segment with the launch of

Fresh Fizzy.


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Thus the companys manifesto is to build on the presentstrength created

over the years and diversify into products and geographic portfolio. They

aim at achieving profitable growth by penetrating into the consumption

market to enhance marketshare by constantly innovating on product

profile, investing in infrastructure thereby accelerating the top linegrowth to enhance the marketshare.

STRATEGYADOPTED

Their strategy of strengthening the brands especially the umbrella brand

Priyagold has resulted in creating immense brand recall value. They are

continuing with their effort of strengthening the brand with a scientific

approach, which will result in growth of customer base, price premium,

consumer loyalty which is expected to result in increased earning and

ultimately enhancing enterprise value of our company.


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Statement of the Research Objective

To find out and establish a comparative picture between two biscuit brands that

is Britannia and Priyagold on various parameters.


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Objective

The objective of this project is to compare the preference of Biscuit between

Britannia and Priyagold in Delhi NCR.

The project basically deals with the following.

Major Key player in Biscuit industry.

Market status of Britannia and Priyagold biscuit.

Reasons of customers preferences.

Position of Britannia and Priyagold biscuit in Delhi NCR especially in Ghaziabad

and Noida.


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Research Methodology

Research Design

The research design was mainly exploratory in nature. The survey was conducted

among 100 customers and retailers of Britannia and Priyagold biscuits.

Target Segment

The target segment consisted of various retailers and the customers of Britannia

and Priyagold in Delhi NCR.

Data Collection Methods

Primary data

This data is generally collected by observations, survey or experimental method.

My primary sources of data collection are as follows:-

Survey-Primary survey was done with the help of questionnaire. It consists of

open and close ended questions.

Communication

It involves questioning the respondent to secure the desired information. It maybe asked verbally or writing.

Research Instruments

1) Interview2) Questionnaire


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Secondary Data

It consists of gathering information that already exists somewhere. It is gathered

with the help of various magazines, journals, websites etc. It is also low cost and

readily available.


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Sampling

Sample size of 100 customers and retailers were taken for conducting the survey

from Delhi NCR.

Data Analysis

The collected data is analyzed by using charts and graphs. Percentages are used in

making the comparative analysis.

Fieldwork

The field work was done in different markets in Ghaziabad and Noida to get

maximum information because more and more information will help to achieve

accurate results.


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Data Analysis


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Q1) Customer of Britannia or Priyagold

Britannia 75%

Priyagold 25%

Survey was conducted mainly to the retailers and customers of Britannia and

Priyagold Biscuit. From the survey it has been found that 75% of the customer

prefer Britannia Biscuit and 26% preferred Priyagold brand.

75

25

Britannia

Priyagold


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Q2)

Purchase Preferred Biscuits

Regularly

Britannia 83%

Priyagold 17%

83% of the customers purchase their preferred brand of biscuit regularly and the

rest 17% do not purchase the same brand repeatedly.

83

17

Britannia

Priyagold


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Q3a)

Preference according to taste

(Rank1=highest &Rank 4=least)

Rank Britannia

Rank1 33%

Rank2 39%

Rank3 16%

Rank4 12%

According to my survey, 33 people have voted Britannia as first rank when it

comes to taste followed by 39 people who have given 2nd

position in terms of

taste.

0

5

10

15

20

25

30

35

40

45

Rank1 Rank2 Rank3 Rank4

Britannia

Britannia


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When it comes to Priyagold only 9% of the people have voted it no 1 and almost

47% of the respondents have voted it rank 4th

. So we can clearly compare the vast

difference.

0

5

10

15

20

25

30

35

40

45

50

Rank1 Rank2 Rank3 Rank4

Priyagold

Priyagold

Q3b)

Preference according to taste

(Rank1=highest and Rank4=least)

Rank Priyagold

Rank1 9%

Rank2 9%Rank3 35%

Rank4 47%


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Q4a) Preference according to Brand Image

Rank Britannia

Rank1 39%

Rank2 36%

Rank3 19%

Rank4 6%

According to my survey, 39% of the respondents have voted 1st

rank as far as the

brand image of Britannia is concerned followed by 36% who have voted it in the

2nd

position.

39

36

19

6

Britannia

Rank1

Rank2

Rank3

Rank4


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Q4b)

Preference according to Brand

ImageRank

Rank1 14%

Rank2 11%

Rank3 27%

Rank4 48%

According to my survey only 14 % of the respondents have

given 1

st

position followed by 11% who have given 2

nd

positionas far as the brand image of Priyagold biscuit is concerned. So

we can easily come into the conclusion that the brand value of

Britannia is much more stronger than Priyagold.

14

11

27

48

Rank

Rank1

Rank2

Rank3

Rank4


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Q5 Factors leading to the purchase of the biscuiit

Price 16%

Quality 33%

Advertisement 14%

Brand name 16%

Availability 3%

Brand Loyalty 11%

Value formoney 9%

word of mouth 2%

Quality plays the most important role before the customer and the retailer. Next

brand name and price also plays an important role. 16% of the customer has

emphasized on these two parameters

0

5

10

15

20

25

30

35

Series1


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Q6)

Good Brand factor in Biscuit

Industry

Quality 33%

Price 21%

caloric value 20%

product range 26%

Quality is the factor which acquires 33% place. Then product range comes with

26%. Caloric value acquires 20% and price acquires 21% of the total factors for agood brand.

0

5

10

15

20

25

30

35

Quality Price caloric value product range

Series1


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Q7) Importance of Brand name

Brand Name Not Important 10%

Brand name Least Important 42%

Brand name most important 48%

Brand name is most significant for 48% of the customers. It is least important for

42% of the customers. 10% do not look at brand name while purchasing the

biscuit.

10

42

48Brand Name Not

Important

Brand name Least

Important

Brand name most

important


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Q8) Importance Of Quality.

Quality Not Important 8%

Quality Least Important 38%

Quality Most Important 54%

54% of the customers and retailers consider Quality as the most important factor.

38% finds quality least important and only 8% of people surveyed do not find

quality playing any role while purchasing and selling the biscuit.

0 10 20 30 40 50 60

Quality Not Important

Quality Least Important

Quality Most Important

Series1


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Q9) Importance Of Price

Price Most Important 43%

Price Least Important 28%

Price Not Important 29%

43% of the customers finds price as the most important factor while purchasing

the biscuit. 28% finds it least important and 29% finds price to be of no use while

purchasing the biscuit.

43

28

29

Price Most Important

Price Least Important

Price Not Important


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Q10) Importance of Availability

Availability of Britannia 69%

Availability of Priyagold 31%

69% of the respondents of my survey says that availability of Britannia is more in

comparison to Priyagold biscuit

69

31

Availability of Britannia

Availability of Priyagold


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Q11) Which brand has the widest

product range

Widest Product Range, Britannia 62

Widest Product Range, Priyagold 38

About 62% of the respondents feel that Britannia has the widest product range

while 38% of my survey feel that Priyagold also has a wise product range.

62

38

Widest Product

Range, Britannia

Widest Product

Range, Priyagold


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Q12) Best Advertising Strategy

Best Advertising Strategy, Britannia 34

Best Advertising Strategy,Priyagold 66

66% of my survey finds that Priyagold have effectively used the advertising

strategy. Their caption Haq se Mango has created an identity of Priyagold.

While 34% finds that Britannia has used best advertising strategies by taking help

of big celebrities.

34

66

Best Advertising

Strategy, Britannia

Best Advertising

Strategy,Priyagold


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Q13) Best Packaging Style

Best Packaging Style,Britannia 85

Best Packaging Style,Priyagold 15

85% of the respondents of my survey has found that Britannia has the best

packaging style in comparison to Priyagold.

85

15

Best Packaging

Style,Britannia

Best Packaging

Style,Priyagold


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Limitations of the project

The main limitation of the project is time.

The size of the data is not sufficient for marketing research.

The study is confined to a specific geographic area. So it might not be providing

the accurate result.


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Findings

Findings say that the value for the money of Britannia is very much high

compared to that of Priyagold.

The customers feel that the essence and taste of Britannia is unique one and that

is the reason why no one can match with Britannia.

The most important is Quality. Britannia stood first in all matter of Quality.

Britannia act as an international player.

Everyone knows Priyagolds HAQ SE MANGO campaign and Priyagold has

succeeded in one aspect and that is positioning itself well in the customers mind.

Britannia has a vast product range in comparison to Priyagold.

Priyagold has a lot more to do because it is still in its initial stage.


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Recommendations

More sales promotion activities should be carried out in order to compete with

the Britannia brand.

Priyagold also should increase the product line. Britannia is having a huge product

line that attracts the customers.

Quality of biscuits is an important factor. People are ready to give more but they

want better quality biscuits. So Priyagold needs to improve its quality.

Priyagold should do its brand positioning in an international level if it wants to

compete with Britannia.

Priyagold could take the help of famous celebrities and Brand ambassadors to

increase the brand value.

Priyagold should invest a lot more for their product promotions by sponsoring big

events.

It should be noted whether whole product range is reaching retailers or

not. More retailers and consumer based schemes should be introduced and

special emphasis should be given children based schemes, because children

mainly consume the biscuits.

As a researcher, I observed that for making the distribution channel smooth

transfer of goods, the contribution of middlemen is required. Making all

process convenient always helps in doing so


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Conclusion

In this highly competitive market scenario, the companies are fighting for brand

loyalty of their customers. Following are essential.

Focusing on the Quality of the product.

Proper bundling of product lines that will enable for competition.

Increase the reach to make avail the products to the customers worldwide.

Better promotional activities.


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QUESTIONNAIRE FOR THE RETAILER/CONSUMER OF PRIYAGOLD/BRITANNIA BISCUITS OR BOTH OF

THEM.

Dear Sir/Madam,

I am a student of INMANTEC Ghaziabad. I am doing survey on the project A COMPARATIVE STUDY of

CONSUMER BRAND PREFERENCE BETWEEN BRITANNIA AND PRIYAGOLD BISCUIT IN NCR WITH SPECIAL

REFERENCE TO NOIDA AND GHAZIABAD. With regard to this, I would like to have some information which you

can provide me. It would be kept strictly confidential.

Name:

Contact No:

1)Are you a consumer/retailer of Priyagold/Britannia Biscuits or both of them?

Yes No

2) Do you take or sell biscuits of your preferred choice only?

Always Never

3) Which brand do you prefer more?

Britannia Priyagold

Both Indifferent

4) What factors instigates you to purchase/sell the biscuit?

Price Advertisement

Quality Brand name

Availability Value for money

Brand Loyalty Word of mouth

5) A good brand must have which of these factors?Quality Calorie Value

Price Product Range

6) What is the importance of brand name when you go to purchase/sell the biscuit?Most Important Important


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Least Important

7) What is the importance of quality when you go to purchase the biscuit?Most Important Important

Least Important

8) What is the importance of price when you go to purchase the biscuit?Most Important Important

Least Important

9) Which brand of biscuit, you always find available when you go to buy?Britannia Priyagold

10)Should there be wide product range of biscuit?Yes No

11)Which biscuit brand has the widest product range?Britannia PriyaGold

12)Which biscuit brand has the best advertising strategy?Britannia PriyaGold

13)Which biscuit brand has the best packaging style?

Britannia PriyaGold

14)Give ranking in order of preference from 1-4th

(1being highest and 4th

being least ) as far as the

taste of Britannia and Priyagold is concerned?

Britannia Rank1 Priyagold Rank1

Rank2 Rank2

Rank3 Rank3

Rank4 Rank4


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Q15) Give ranking in order of preference from 1-4th (1being highest and 4th being least ) as far as

the Brand Image of Britannia and Priyagold is concerned?

Britannia Rank1 Priyagold Rank1

Rank2 Rank2

Rank3 Rank3

Rank4 Rank4

Any Suggestions:

Final Term Dessert at Ion Project Report

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Transcript of Final Term Dessert at Ion Project Report