Poject on Anmol Biscuits

1

PROJECT REPORT ON LAUNCHING OF DIGESTIVE BRAND

BISCUITS FROM ANMOL BISCUITS LIMITED

SUMMER PROJECT SUBMITTED

IN

PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF

POST GRADUATE DIPLOMA IN MANAGEMENT

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

BY

MOHAMMAD ZISHAN MALLICK

(PG-11-22)

Under the guidance of

Prof. : MOHIT DHAWAN

INMANTEC, Ghaziabad

Integrated Academy of Management and Technology

Ghaziabad

2011-2013

2

ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of the work should be

incomplete unless we mention the people as an expression of gratitude, who made it possible and whose

constant guidance and encouragement served as a beacon of light and crowned our efforts with success.

This report would have been impossible but for the support and guidance that we received from various

people at different stages of the project.

My sincere thanks to my company guide MR. NABOJIT DUTTA And my faculty guide PROF.

MOHIT DHAWAN whose excellent guidance, encouragement and patience has made possible the

successful completion of this project.

Last but not the least i extend my sincere thanks to the entire team for providing us their time and active

co-operation and all who have helped us directly or indirectly in this project.

Mohammad Zishan Mallick (PG-11-22)

3

DECLARATION CERTIFICATE

This Is to certify that the work presented in the project entitled “To analyze the marketing potential of

launching a Digestive brand from Anmol stable and suggest marketing strategies based on 4’ps of

marketing” in partial fulfillment for the award of degree of PGDM. This project is an authentic work

carried out under our supervision and guidance.

To the best of my knowledge, the content of the project does not form a basis for the award of any

previous degree to anyone else.

DATE: (GUIDE‟S NAME &SIGNATURE)

DEPARTMENT OF MANAGEMENT

INMANTCE BUSINESS SCHOOL

GHAZIABAD

4

CERTIFICATE OF APPROVAL

The foregoing project entitled “To analyze the marketing potential of launching a Digestive brand

from Anmol stable and suggest marketing strategies based on 4’ps of marketing” is hereby

approved as a creditable study of research topic and has been presented in satisfactory manner to

warrant its acceptance as prerequisite to the degree for which it has been submitted.

It is understood that by this approval, the undersigned do not necessarily endorse any conclusion drawn

or opinion expressed therein, but approve the project for the purpose for which it is submitted.

(INTERNAL EXAMINER) (EXTERNAL EXAMINER)

(CHAIRMAN)

HEAD OF THE DEPARTMENT

5

Index

Sl No. Content. Page No.

1 Executive Summary……………………………………...6

2 Introduction……………………………………………..7-8

3 Introduction to Anmol Biscuits……………………..…9-10

4 Vision and Mission of the company………………… 11

5 Product Range……………………………….…………12-14

6 Literature Review…….………………………………..15-16

7 Objective of studies……………………………………17-18

8 Research Methodology………………………………….19

9 Research design…………………………………..……..20

10 Analysis and Interpretation…………………………...21-38

11 Findings………………………………………………....39

12 Recommendation…………………………………...…40-41

13 Conclusion…………………………………………..…..42

14 Bibliography………………………………………….....43

15 Annexure…………………………………………….….44

6

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. So for launching a new digestive brand in this highly competitive market it is highly required

to select appropriate strategy to survive in the market.

7

INTRODUCTION

Bakery products are an item of mass consumption in view of its low price and high nutrient value. With

rapid growth and changing eating habits of people, bakery products have gained popularity among

masses. The bakery products which include bread and biscuit form the major baked foods accounting

for over 82% of total bakery products produced in the country. The bakery industry in India enjoys a

comparative advantage in manufacturing with abundant supply of the primary ingredients required by

the industry. Major types of biscuit popular in Indian market are Glucose, Marie, Cream, Crackers,

Digestive, Cookies and Milk.

Similarly Chocolates and Confectionery have also indulged the mankind, in its various tastes and forms,

ever since it was first made. Chocolates means " Food of the God” (The scientific name of the

Chocolate - cacao tree's fruit is "Theobroma Cacao" which means "food of the gods.").Consumers of all

age groups prefer chocolate and confectionery products because of their attractive appearance and color.

Now-a-days varieties of products have gained importance due to their delicious taste and better keeping

quality making a direct impact on demand. All of these delicious products range from fancy boxed

chocolates to chocolate bars, baking chocolate to cocoa powder.

India is the world's second largest producer of food next to China, and has the potential of being the

biggest with the food and agricultural sector. The Indian food Industry is a largest manufacturing Unit

for bakery , Chocolates and Confectionery products in India. India is a major manufacturing house for

bakery products and is the third largest biscuit manufacturing country after USA and China. Branded,

Organized to Unbranded, Unorganized market share of biscuit has been 60% for organized sector and

40% for unorganized sector. The Indian bakery products especially biscuits are in great demand in

developing countries. Major players in this sector like Parle, Britannia and ITC Foods have captured the

markets to a great extent with Britannia holding the leadership position. In terms of value, Britannia and

Parle account for around 38 per cent share each of the total volume of branded biscuits marketed in

India. Other players like Priyagold, Anmol, Sunfeast, Biskfarm, Dukes, Cremica, Priya, Veeramani,

Bonn, Bhagwati, Raja, Champion, Sobisco, Madhabi, Nezone, Windsor, Cookieman, Ankit, Shangrila,

Nalanda, Unibic, Cookie Man, and RajaBiscuit are also in the cat race. The major players in the bread

industry that holds about 90% of the market share includes Britannia and Modern Industries Ltd. The

bakery Industry in India has witnessed an annual growth rate of more than 15 per cent during the past

years. There is an immense growth potential in both global and domestic markets.

The Chocolate market is estimated at around 33,000 tonnes valued at approximately Rs 8.0 billion at

present. Major Players like Cadbury India and Nestle and Amul and Campco have captured the heart of

Indian chocolate market driving the industry with an impressive growth rate of almost 18 % annually.

8

The Indian confectionery market is estimately valued at approximately Rs 50 billion. The Indian

confectionery market includes sugar boiled confectionery, hard boiled candies, toffees and other sugar-

based candies. Sugar boiled confectionery had penetrated an estimated 15% of the households only,

suggesting a large potential for growth. Substitution products, chewing and bubble gums are supported

by MNCs major like Cadbury India) and Nestle and high powered advertising. Placed at about Rs 3,250

million, the gum and mint market is growing at a rate 10 to 15% annually.

The organized market is dominated by Parry and Nutrine, Perfetti India (Alpenliebe), Warner Lambert;

General de Confiteria has made their presence felt in this sector.A large part of the confectionery

industry in India comprise of the local subsidiaries of global confectionery majors like Perfetti, Lotte,

Wrigley's and Cadbury.

The chocolate and confectionery category, the second largest packaged food segment, has been growing

steadily in all regions over the last few years. Globally, chocolate confectionery is the largest sector in

terms of value, accounting for almost 60 per cent of total sales.

9

INTRODUCTION TO ANMOL BISCUITS LIMITED

The word Biscuit derives from the Latin word 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or

baked). There is nurture; creation and determination behind munch of every crunchy Biscuit. To create

those mouth watering delicacies, Anmol Biscuit is following the same path of creation under the strong

leadership of Mr. Baijnath Choudhary. From a single biscuit manufacturing plant. Anmol is rising with

a vision to become the most popular biscuit brand across the globe. Anmol‟s main driving forces to

accelerate continuous growth are with the views and values of Mr. Baijnath Choudhary, Mr.

Bishwanath Choudhary, Mr. Dilip K. Choudhary, Mr. Gobind Ram Choudhary and Mr. Bimal Kumar

Choudhary.

BRAND SHOWCASE

Anmol offers its customers a wide variety of biscuits in various tempting flavours suiting all tastes. The

consumers can take their pick from Glucose Biscuits, Coconut Biscuits, Butter Biscuits, Cream

Biscuits, and Tea Biscuits etc. with a vibrant variety of 23 brands, Anmol Biscuit is available in 42

SKUs.

QUALITY COMMITMENT

Hygiene is a primary concern in Anmol. To maintain a germ free, harmless, quality food product,

Anmol initiates lots of innovations and experiments. One of the leading biscuit manufacturers of India,

Anmol biscuits has two state-of-the-art manufacturing units- one at Dankuni in West Bengal, and the

other at Noida, near Delhi. The manufacturing units have been equipped with the latest modern

machineries available in India, which facilitate in manufacturing uniform quality of biscuits. The Good

Manufacturing Practices (GMP) and the Hazard Analysis of Critical Control Points (HACCP) are

adapted at all the plants, along with the use of sophisticated packing machines and materials, ensure that

each and every biscuit manufactured never fails to delight the customers with its taste and freshness.

High quality products are delivered to the customers after undergoing stringent quality control tests.

The quality control tests are done at every stage of biscuit-making, i.e., inspection of raw materials,

processing and post-production goods by qualified personnel in well-equipped laboratories. The

manufacturing units and the products of Anmol are BSI certified and the Company is ISO 22000:2005

certified. Anmol is also a member of Agriculture and Processed Food Exports Development Authority

(APEDA) under the Ministry of Commerce, Government of India. The company is also a member of

Federation of Indian Export Organisation. Recently the company has also received the HALAL

Certificate.

10

MARKETING STRATEGY

Anmol has taken lots of initiatives to explore the opportunities around the globe to spread the brand, but

to let the dream come true it is needed that the company is strong in the home ground first. So the

ultimate goal is to cater the entire country first. In this regard Noida plant caters to the North, South and

Western region of India and Kolkata plant caters to the east and north eastern parts of the country. The

network of super stockists, distributor and salesperson has reached every corner of the country. Serving

India with great determination has helped Anmol to become one of the largest brands across the country

having 110 Super stockists, 2600 distributors & 250 sales person & present in about more than 4 lackhs

retail shop.

ACCOLADES/CSR

Marketing and business honchos usually utters that doing business only to make money is something

like playing tennis looking at the scoreboard. To enjoy the corporate citizenship it has always been a

prime concern of Anmol Biscuits to come forward when it comes to helping the needy. A huge appetite

for Indian biscuits is being created abroad as the World Food Programme (WFP) supplies cartons of

100 gm packs of fortified glucose biscuits carrying the slogan "Gift of the Govt. and People of India" to

feed Pakistani and Iraqi Kids. Though there are hardly any margins, the volumes and opportunity to

indirectly explore the foreign market is enough to make the company bid for every WFP tender, and

especially so when it is known that it is being done for a noble cause.

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VISION AND MISSION OF THE COMPANY

We Desire to be in the pinnacle of the list, paying a firm attention, to the growth of the conglomerate.

The value for life should always commemorate the path of growth. Our target is to attain the aspiration

with global approach. Anmol delivers the best returns to the society, consumers, employees and

stakeholders. There is a spontaneous upgrade of standard for the associates. Leveraging the asset to

enhance the Group synergy and becoming globally cutthroat is the chosen route to sustain growth and

long-term attainment.

12

PRODUCT RANGE

Lemon Mazaa

Available in 58g. 116g. 231g.

Coconutty Available in 145g 300g.

Marie Available in 370g.

Funfill Choco Vanilla

Available in 65g.

Yummy - Milk Cream Available in 65g.

Tip Top Kajoo Kurkure Masala Available in 30g. 250g.(Jar)

Thin Arrowroot

Available in 350g

Veg Munch Available in 50g.

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2 in 1 Available in 10.5g. 60g. & 125g.

Butter Bake Available in 60g. 235g.

E-Time Available in 425g.

Dream Lite Available in 170g. 53g. 240g.

Funfill Rich ChocolateAvailable in 65g.

Golmol Available in 150g.

Milk Made Available in 375g.

Funfill Orange Available in 65g.

















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Jadoo Available in 56g. 250g.

Snackles Available in 60g. & 125g.

Marie Time Available in 275g.

Bakersville Available in 216g. & 54g.

Cream Cracker

Available in 275g.

Nice

Available in 50g.

Dream Lite

Available in 170g. 53g. 240g.

Dil Khush

Available in 130g. 200g.






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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 strategy is a set of objectives, policies and rules that leads the company's marketing efforts. It

is the marketing approach to accomplish the bread objective of the marketing approach to accomplish

the bread objective of the marketing plan. The various process of marketing strategy are given below.

1. Selecting largest markets segmentation

2. Positioning

3. Product

4. Price

5. Place

6. Promotion

7. Research and development

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.

2. Positioning

The positioning is a creative exercise donw 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

16

3. 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 have

its life cycle. The product strategies are modified in different stages of product life cycle.

4. 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's price.

5. Place

This plays a major role in the entire marketing system. the company emphasis on its distribution

network. Proper distribution network gives proper availability of the product.

6. 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 promotions and public relations etc.

7. 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 outlines 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.

17

OBJECTIVE OF STUDY

Primary Objectives

To analyze the market potential of launching a digestive brand from Anmol stable.

To analyze the competitors and their strategies regarding their digestive products.

To understand the effectiveness of the distribution system of the competitors.

To analyze the customers buying pattern regarding the digestive biscuits.

Secondary Objectives

To understand consumers awareness towards the Anmol products.

To figure out the strategy for the company based on the 4‟P of marketing.

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RESEARCH METHODOLOGY

Introduction

Research methodology is considered as the nerve of the project. Without a proper well organized

research plan, it is impossible to complete the project and reach to any conclusion. The project was

based on the survey plan. The main objective of survey was to collect appropriate data, which work as a

base for drawing conclusion and getting result. Therefore, research methodology is the way to

systematically solve the research problem. Research methodology not only talks of the methods but also

logic behind the methods used in the context of a research study and it explains why a particular method

has been used in the preference of the other methods.

Type of research: Descriptive

The type of research adopted for study is descriptive. Descriptive studies are undertaken in many

circumstances when the researches is interested to know the characteristic of certain group such as age,

sex, education level, occupation or income. A descriptive study may be necessary in cases when a

researcher is interested in knowing the proportion of people in a given population who have in

particular manner, making projections of a certain thing, or determining the relationship between two or

more variables. The objective of such study is to answer the “who, what, when, where and how” of the

subject under investigation. There is a general feeling that descriptive studies are factual and very

simple. This is not necessarily true. Descriptive study can be complex, demanding a high degree of

scientific skill on part of the researcher. Descriptive studies are well structured. An exploratory study

needs to be flexible in its approach, but a descriptive study in contrast tends to be rigid and its approach

cannot be changed every now and then. It is therefore necessary, the researcher give sufficient thought

to framing research. Questions and deciding the types of data to be collected and the procedure to be

used in this purpose. Descriptive studies can be divided into two broad categories: Cross Sectional and

Longitudinal Sectional. A cross sectional study is concerned with a sample f elements from a given

population. Thus, it may deal with household, dealers, retail stores, or other entities. Data on a number

of characteristics from sample elements are collected and analyzed. Cross sectional studies are of two

types: Field study and Survey. Although the distinction between them is not clear- cut, there are some

practical differences, which need different techniques and skills. Field studies are ex-post-factor

scientific inquiries that aim at finding the relations and interrelations among variables in a real setting.

Such studies are done in live situations like communities, schools, factories, and organizations. Another

type of cross sectional study is survey result, which has been taken by me. A major strength of survey

research is its wide scope.

19

Data collection methods

Data can be obtained from primary or secondary sources. Secondary data refer to information gathered

from sources already existing, while discussing literature survey. Some of the examples of secondary

data are company records or archives, government publications, industry analysis offered by the media,

websites, the Internet, and so on. In some cases, the environment or particular settings and events may

themselves be sources of data, as for example, studying the layout of a plant. Considering the research

problem and research methods defined, only secondary data was collected in this research.

Primary Data

The primary data are those, which are collected afresh and for first time and thus happen to be original

in character. . They refer to information obtained by the researcher on the variables of interest for

specific purpose of the study.

Secondary Data

Secondary data are indispensible for most organizational research. Secondary data refer to information

gathered by someone other than the researcher conducting the current study. Such data can be internal

or external to the organization and accessed through the internet or perusal of recorded or published

information. Secondary data can be used, among other things, for forecasting sales by constructing

models based on past sales figures, and through extrapolation. There are several sources of secondary

data, including books and periodicals, Govt. publications of economic indicators, census data, statistical

abstracts, and data bases the media, annual reports of companies, etc

20

RESEARCH DESIGN

Introduction

Research design is important primarily because of the increased complexity in the market as well as

marketing approaches available to the researchers. In fact, it is the key to the evolution of successful

marketing strategies and programmers. It is an important tool to study buyer‟s behavior, consumption

pattern, brand loyalty, and focus market changes. A research design specifies the methods and

procedures for conducting a particular study. According to Kerlinger, “Research Design is a plan,

conceptual structure, and strategy of investigation conceived as to obtain answers to research questions

and to control variance.

Sampling Plan

A sample plan is a method of obtaining a sample from a given population. It refers to the

technique or procedure the researcher would adopt in selecting items for the sample.

Sampling Unit

In my survey, sampling unit is every member of the population, i.e., all employees of jaypee

associates.

Sampling Size

This refers to the number of items to be selected from the universe to constitute a sample. The

sampling size of my project is 60.

Sampling Technique

In my project, we have implemented the simple random sampling technique where every

member of the population had an equal chance of being selected in the sample.

Data Collection

Questionnaires

While designing the Questionnaires certain things were kept in mind such as simplicity, length and

clarity.

Personal Interviews.

Personal interview is mostly commonly used method of data collection. Two purposive

communications between interviewer (researcher) and the respondent (subject) aimed at obtaining and

recording information pertinent to the subject matter of study. The interviewer resents oral, verbal and

written stimuli and receives oral resonances.

21

ANALYSIS & INTREPRETATION

RETAILER’S RESPONSE

1. What is the nature of retail store?

Super Market 36

Confectionary Shop 53

General Store 104

Kirana Shop 57

Total 250

Inference

During the course of the survey various outlet has been visited and it has been found that from the

number of sample size majority of the outlets were general store followed by Kirana shops and

confectionary shops the data collected from the super market were minimum in numbers.

14%

21%

42%

23%

Figure 1

Super Market

Confectionary Shop

General Store

Kirana Shop

22

2. Which are the digestive brands that you keep in stock & what is its per month off take & stock

level?

Parameters Britannia Parle Sunfeast MC Vities

Average per month off

take (in Rupees)

5245 2255 1456 1050

Stock Level (in Rupees)

at a time

1325 610 380 260

Inference

From the analysis it has been found that the average per month off take of the Britannia Nutrichoice is

the highest and most demanded as compared to its competitors followed by parle digestive Marie. The

retailers are also interested in keeping the stocks of Britannia Nutrichoice higher than any other

brands.

0

1000

2000

3000

4000

5000

6000

Average per month off take (in

Rupees)

Stock Level (in Rupees) at a

time

Britannia

Parle

Sunfeast

McVities

23

3. Kindly put score of these products based in below mentioned parameters (Rate between 1 to 5

where 1=very good, 2=good, 3=average, 4= poor, 5=very poor)

Average response is as follows


Brand Pull 5 4 3 3

Packaging 5 3 4 3

Product Complaints 5 5 5 5

Repeat Purchase 5 3 3 2

Availiblity 5 3 3 2

Inference

From the graph it has been indicated that Britannia Nurtichoice tops all the parameter namely brand

pull, packaging, the lesser product complain, loyalty of the customers and the most important the

distribution and availability of the product which keeps the brand on the top of the position, Parle and

Sunfeast are on an average where as Mc Vites lose some of these competency.

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Brand Pull Packaging Product

Complaints

Repeat

Purchase

Availiblity

Britannia

Parle

Sunfeast

McVities

24

4. What makes the brand achieve such a score? (put score from 1 to 5 where 5=Highly Effective,

4=Effective, 3=Indifferent, 2=Not Effective, 1=Not at all Effective)



TV Ads 5 5 5 5

Outdoor Promos 4 3 1 1

Taste 5 4 3 3

Crispiness 5 4 4 4

Flavor 4 3 2 1

Packaging 5 3 4 3

Inference

Again it can be seen that Britannia Nutrichoice top the chart in terms of its effectiveness on the minds

of the consumers in terms of TV Ads, Outdoor Promotions, Taste, Crispiness, Flavor and Packaging

followed by Parle and Sunfeast.

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

TV Ads Outdoor

Promos

Taste Crispiness Flavor Packaging

Britannia

Parle

Sunfeast

McVities

25

5. What are the average retail margins and additional retail schemes offered by each digestive brand

biscuits?

Margins Britannia Parle Sunfeast MC Vities

Retail Margins 9 10 8 9

Additional Retail Margins

(on the achievement of targets)

3 4 4 3

Inference

Parle offers the best retail margins for the retailers and other companies are almost the same and also

they give the same kind of additional retail margins for the retailer on the achievement of certain

targets.

0

1

2

3

4

5

6

7

8

9

10

Retail Margins Additional Retail Margins (on the

achievement of targets)

Britannia

Parle

Sunfeast

McVities

26

6. How is the distribution, availability and lead time of digestive biscuit brands? (Rate between 1 to

5 where 1=very good, 2=good, 3=average, 4= poor, 5=very poor)


Britannia Parle Sunfeast MC Vities

Availability 5 4 3 2

Lead time 5 3 4 3

Inference

The biggest strength of the Britannia company is its distribution system the availability of the product is

very well managed and the lead time is only of 1 days as compared to other companies, followed by

Parle and other brand which has the lead time of 2 -3 days.

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Availability Lead time

Britannia

Parle

Sunfeast

McVities

27

7. What are the other features and benefits offered by the companies for digestive brands? (Rate

between 1 to 5 where 1=very good, 2=good, 3=average, 4= poor, 5=very poor)


Britannia Parle Sunfeast MC Vities

Product Replacement 5 4 5 3

Visit of Representatives 5 4 5 3

Promotional supports 3 3 4 2

Inference

In term of other benefits such as Product Replacement, Visit of Representatives and Promotional

supports Mc Vities is found to be the worst competitors and Britannia has the best support for the

retailers Parle also lack competency in retailers support whereas Sunfeast does good as compared to

Parle and Mc Vites.

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Product Replacement Visit of

Representatives

Promotional supports

Britannia

Parle

Sunfeast

McVities

28

CONSUMER’S RESPONSE

8. Customer‟s Location

East Delhi 135

North Delhi 115

Total 250

Inference

The data collected is from two regions of Delhi out of sample size of 250, 135 response is collected

from East Delhi And the rest 115 response is collected from North Delhi.

54%

46%

Figure 8

East Delhi

North Delhi

29

9. Customer‟s Gender

Male 176

Female 74

Total 250

Inference

From the analysis it is very clear that 70 percent of the respondents were male and the rest 30% were

females respondents were asked during their purchase of biscuits at the shops so it is very clear that

males are the most frequent buyers of biscuits.

70%

30%

Figure 9

Male

Female

30

10. Customer‟s Monthly Income.

Less < 10,000 39

10,000-20,000 56

20,000-30,000 76

30,000-40,000 54

Above 40,000 25

Total 250

Inference

The majority of the respondents falls in the category of 20.000-30.000 of the income group so they are

the major target segment of the digestive biscuits which is followed by the income group of 30,000-

40,000 then by income group of 10,000-20,000.

0

10

20

30

40

50

60

70

80

Less < 10,000 10,000-20,000 20,000-30,000 30,000-40,000 Above 40,000

Figure 10

31

11. Of which company(ies.) digestive biscuits you use?

Britannia 144

Parle 48

Sunfeast 21

MC Vities 37

Total 250

Inference

Majority of the respondents use Britannia Nutricoice Digestive biscuits and are the loyal customers of

the brand this is in mainly because of the brand value and the easy availability of the Britannia products,

followed by Parle Digestive marie.

0

20

40

60

80

100

120

140

160

Britannia Parle Sunfeast McVities

Figure 11

32

12. What is the nature of retail store from where you buy digestive biscuits?

Super Store 33

Confectionery Shop 48

General Store 104

Kirana Store 65

Total 250

Inference

From the 250 customers who were the respondents, 104 said that they prefer to buy the digestive

biscuits from the General Store and Kirana Shops followed by Confectionary shops and Super markets.

As the presence of General store is widely found as compared to Super store.

0

20

40

60

80

100

120

Super Store Confectionery

Shop

General Store Kirana Store

Figure 12

33

13. Please give rating for the parameters on which you give more emphasis while preferring a

digestive biscuits. (Rate between 1 to 5 where 1=very good, 2=good, 3=average, 4= poor, 5=very

poor)



Taste 5 4 4 4

Crispiness 4 4 3 3

Ingredients 4 3 4 3

Brand Value 5 4 3 3

Price 4 4 4 4


Packaging 4 4 4 3

Advertisement 5 3 3 2

Inference

As compared to retailers the consumers also agreed that Britannia Nurtichoice tops all the parameter

namely brand pull, packaging, the lesser product complain, loyalty of the customers and the most

important the distribution and availability of the product which keeps the brand on the top of the

position, Parle and Sunfeast are on an average where as Mc Vites lose some of these competency.

00.5

11.5

22.5

33.5

44.5

5

Britannia

Parle

Sunfeast

McVities

34

14. What you feel about the price of digestive biscuits as compared to ordinary biscuits?

High 92

Almost Similar 76

Low 13

Both have same price 69

Total 250

Inference

This the most interesting observation out of 250 respondents, 92 feels that the price of Digestive

biscuits are higher than ordinary biscuits bts 76 respondents thinks that the price is almost similar

followed by 69 respondent who feels that both have the same price so overall it can be concluded

that the consumers feels that the price of digestive biscuits are not much higher as compared to

ordinary biscuits.

0

10

20

30

40

50

60

70

80

90

100

High Almost Similar Low Both have same

price

Figure 14

35

15. Do you get the digestive biscuit of your choice in any retail outlet easily?

Yes 139

No 111

Total 250

Inference

Out of the respondents 56 percent says that the Digestive biscuits of their choice are easily available

at the outlets thanks to distribution system of Britannia and the rest find difficulty in finding the

product at the stores.

56%

44%

Figure 15

Yes

No

36

16. If in case you do not find the digestive biscuit of your choice do you switch over to the next

preferred brand if available?

Yes 103

No 147

Total 250

Inference

It is interesting to see that the overall consumers of digestive biscuits are not brand loyal they can

switch to the nearest best available option, So this could be a good options on which a new player

can act upon.

41%

59%

Figure 16

Yes

No

37

17. Which promotional medium appeals you the most by the company of whom, digestive biscuits

you prefer?


Medium Ratings

TV Ads 5

News Paper Adverts 3

Radio Ads 4

Outdoor Promos 3

Discounts and Offers 5

BTL Promotions 3

Inference

From the above observation and not surprisingly it can be vied that the TV advertisement is the most

effective medium to promote the brand and it appeals the consumer most to buy the product followed

by Discounts and offers, News paper adverts, Radio Ads and Btl Promotions has almost the same effect

on the consumers.

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

TV Ads News Paper

Adverts

Radio Ads Outdoor

Promos

Discounts

and Offers

BTL

Promotions

Figure 17

38

18. Please give the rating of your satisfaction level for the digestive biscuit brand you use on the

following parameters?( Rate from 1 to 5, 5 for highly satisfied and 1 for highly dissatisfied).


Taste 5 4 4 4

Crispiness 5 4 3 3

Ingredients 4 3 4 3

Brand Value 5 4 3 3

Price 4 4 3 4


Packaging 4 4 4 3

Advertisement 5 3 3 3

Inference

Finally it can be observed that the the consumers of Britannia Nutrichoice are the most satisfied

customers as compared to the consumers of other brand based on different parameters followed by Parle

and Sunfeast, the consumers of MC Vities are the most dissatisfied among all the consumers.

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Britannia

Parle

Sunfeast

McVities

39

FINDINGS

In lieu of competition, if we have to analyze the case, we can categorize True as a market follower in a

market in which the market leader s are Britannia and Parle , Market challengers are ITC and Market

niches can be McVities and certain other brands. Now what needs to be understand here is that

Britannia, Parle being the Market leaders determines the price, quality and variability in the segment,

whereas Mcvities because of its unique selling proposition has been able to create a market on its own

which the leaders have not been able to resolve. Whereas Brands like Anmol, with lesser capacity and

limited corpus are in nowhere in between. Taking from another Marketing point of view, the

positioning aspect of the true brand, now the term positioning is the act of designing the company‟s

offering and image to occupy a distinctive place in the mind of the target market

From the retailer and consumers survey it has been found the demand for the biscuits is high and the

consumption of biscuits is in the daily habit of the people. The digestive brand biscuits offered by

the various companies are gaining popularity among the consumers in Delhi region.

On interviewing the retailers and the data collected by the questionnaire its has been found that

Britannia‟s Nutrichoice is on high demand in the area followed by Parle‟s Digestive Marie. The

demand for Sunfeat High Fibre and Mc Vities are comparatively low in the area.

After analysis the 500 responded it has been found that the major problem with the digestive biscuits

is their availability customers and retailer often complained about the distribution of the companies

and their ineffectiveness in fulfilling the market demand of Digestive Biscuits.

Product awareness is also another problem with the digestive biscuits the customers are not aware

about the benefits of digestive biscuits and company also failed in creating the awareness about this

product, the brand positioning and advertisement has to convince the customers to sell the product to

increase the brand pull by the customers.

The next major problem of which the retailers talked about is the advertisment of the products as

they were not happy they also face the problem in convincing the customers they have suggested

that companies should use the practice of outdoor promotion by putting canopies and giving free

samples for brand building.

Market potentiality for the ANMOL Biscuits is much positive in competitive era and has covered the

maximum market share of biscuit product. Potentiality of any product depends upon the futuristic

performance of the product. It has been depended that how much retailers have potentiality to be

permanent seller of ANMOL Biscuits.

40

RECOMMENDATIONS

Anmol have a great potential to capture the Delhi and NCR market & it is the fastest growing company of

biscuit Industry. It was started from Calcutta from 1993 with only one plant but now it has seven plants

to serve the customer through provide them good quality at a reasonable price. During my training period I

have found out some points to make the mission, objective of Anmol Company more effective and efficient

Now what needs to be understand here is that Britannia, Parle being the Market leaders determines the

price, quality and variability in the segment, whereas Mcvities because of its unique selling proposition

has been able to create a market on its own which the leaders have not been able to resolve whereas

Brands like Anmol, with lesser capacity and limited corpus are in nowhere in between, because of the

sheer power and penetration by the leaders.

SO BASED ON THE FINDINGS I WOULD LIKE TO GIVE FOLLOWING

RECOMMENDATIONS.

REACTIVE APPROACH: Now a reactive approach can be further building on the strengths the

company has, despite of going for any new extravagant strategies. This makes sense as the company has

certain products which are market leaders and selling quite well. Two important things need to be done

here, firstly identify the core areas of improvement and secondly ascertain the strategies in line with the

core areas of improvement. The man strategies true can follow is:

Go for launching the digestive biscuits and follow the leaders and target the most demanded

SKUs.

Increase the volume and the marketing of the most selling SKUs.

Go for TV advertisements and try to increase the awareness about the Digestive biscuits in the

market

Special attention must be taken about the quality and the packaging of the product, as if the

product is a telling one other communication tools will automatically be successful.

Go for selective distribution of the product, create a customer grievance handling and monitoring

cell which will keep track of the customer grievances and will be n constant touch with the

retailers where Anmol products is kept.

41

PROACTIVE APPROACH: Modern marketing always calls for a proactive approach as companies

now a day‟s always needs to be two steps ahead of the competitor. When everything is going wrong, the

idea is to dismantle competitors by doing Out of the box thinking which includes bringing innovative

products, effective marketing and positioning of the product in such a way that competitor is not able to

ape in the short run. The idea is to create a Niche in the market, or, a space in the market that will be

untouched by the competitors. Anmol biscuits can follow the below mentioned strategies in this case:

A fully fledged and independent R & D Department which will do adequate market research and

bring out innovative products which other companies have never launched.

Identifying the adequate cost and revenue centers is again very important. Lessening the dull

SKUs and unwanted part of the sales force will aid in re engineering of the entire process.

Identifying the exact target market and establish a well communicable product campaign.

Taking proper attention to increase the quality of the biscuits, eye catchy pack sizes which appeal

to masses.

42

CONCLUSION

Generally all organizations have competitors in the market. A particular organization always comprises

with other same business and according to market share we clarify the brand of product is giving more

challenge to my product.

I found many products which can be compared with Britannia Biscuit. As a conclusion I found that

particularly in my provided area Britannia is really doing well and its performance is on surprising

level. When we compared with other businesses then we follow the quality, price, distribution system,

promotional strategy etc. of the competitors Britannia in this area is doing well.

So this is the comparison with other biscuits brands. According to our findings we found that

BRITANNIA is the market leader followed by Parle. These two biscuits company the lion's share in the

2,200 crore biscuits industry

But also it can be concluded that market potential for the Anmol Biscuits is much positive in

competitive era and will sure cover the good 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 Anmol Biscuits and the consumers to be the permanent buyers of

the Anmol Biscuits.

43

BIBLIOGRAPHY

Websites:

_ http://www.biscuitfederation.org , the Indian Biscuits federation official Website.

_ http://business.mapsofindia.com/india-industry/biscuits.html Article on Indian

Biscuit segment.

Books:

Marketing Management and Contemporary practices, 3rd Edition, Philip Kotler

Business Research Methods, Cooper and Schindler, 3rd edition

ICMR publications on Biscuit sector

Management consultancy: A Guide to the Profession, Milan Kubr

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ANNEXURE

Questionnaire (Retailer)

Name of the retailer:-

Name of the Firm:-

Address:-

Contact No.:-

1. What is the nature of retail store?

Super Market Confectionary Shop General Store Kirana Shop

2. Which are the digestive brands that you keep in stock & what is its per month off take & stock level?

Brand Availability SKU‟s Per Month Off Take Stock Level

Britannia

Parle

Sunfeast

Bonn

Priya Gold

3. Kindly put score of these products based in below mentioned parameters (Rate between 1 to 5 where 5 in the best and 1 is the

worst)

Parameters Britannia Parle Sunfeast Bonn Priya Gold

Brand Pull

Packaging

Product Complaints

Repeat Purchase

Total

4. If any brand score is between15 to 20 what makes this brand achieve such a score?

Parameters Britannia Parle Sunfeast Bonn Priya Gold

TV Ads

Outdoor Promos

Radio Ads

BTL Promotions

Taste

Crispiness

Flavor

Packaging

5. What is the price of each digestive brand and consumer and retail schemes of each?

Brands MRP Retail Margin (%) Consumer Scheme

Britannia

Parle

Sunfeast

Bonn

Priya Gold

45

6. How is the distribution, availability and lead time of digestive biscuit brands?

Brands Distributor‟s

Type

Distributor‟s

Name

Distributor„s

Location

Availability Lead time

Britannia

Parle

Sunfeast

Bonn

Priya Gold

7. What are the other features and benefits offered by the companies for digestive brands?

Brands Product Replacement Visit of

Representatives

Promotional

supports

If any (Please

Specify)

46

Questionnaire (Customer)

1. Customer Location

North Delhi South Delhi East Delhi West Delhi

2. Customer’s Gender

Male Female

3. Customer’s Monthly Income

Less < 10,000 10,000-20,000 20,000-30,000 30,000-40,000 Above 40,000

4. Of which company(ies.) digestive brand biscuits you are aware of?

Britannia Parle Sunfeast MCVities

5. Of which company(ies.) digestive biscuits you use?

Britannia Parle Sunfeast MCVities

Do you repetitively buy the digestive biscuit of same brand?

6. What is the nature of retail store from where you buy digestive biscuits?

Super Market Confectionary Shop General Store Kirana Shop

7. Please give rating for the parameters on which you give more emphasis while preferring a digestive biscuits. (Tick the point 1 for

least 5 for highest).

Parameters 1 2 3 4 5

Taste

Crispiness

Ingredients

Brand Value

Price

Availability

Packaging

Promos & Discount

Advertisement

8. What you feel about the price of digestive biscuits as compared to ordinary biscuits?

High Almost similar Low both have same price

9. Do you get the digestive biscuit of your choice in any retail outlet easily?

Yes No

10. If in case you do not find the digestive biscuit of your choice do you switch over to the next preferred brand if available?

Yes No

11. Do the promotional sources use by the company appeals you to buy the digestive biscuits?

Yes No

12. Which promotional medium appeals you the most?

TV Ads News Paper Adverts Radio Ads Outdoor Promos Discounts and Offers

13. What are the promotional sources used by the company of whom, digestive biscuits you prefer?

TV Ads News Paper Adverts Radio Ads Outdoor Promos Discounts and Offers

47

14. Please give the rating of your satisfaction level for the digestive biscuit brand you use on the following parameters?( Rate from 1

to 5, 5 for highly satisfied and 1 for highly dissatisfied).

Parameters 1 2 3 4 5

Taste

Crispiness

Availability

Price

Packaging

Promos & Discount

Advertisement

Poject on Anmol Biscuits

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