CHAPTER 1

INTRODUCTION TO TOPIC

The project assigned was “to identify the reasons for inconsistent sales of little

hearts.” Which includes the study of consumer behaviour and retailer survey in

Delhi.

To understand the project properly we should know about the marketing

research and about the market share i.e. what does exactly it means.

What is marketing research and consumer behaviour?

Marketing research is the function that links the consumer, customer, and

public to the marketer through information used to identify and define marketing

opportunities and problems generate refine and evaluates marketing action,

monitor marketing performance and improve understanding of marketing as a

process. Marketing research specifies the information required to address these

issues, designs the method for collecting information manages and implements

the data collection process analyzes and communicates the findings and their

implication.

American Marketing Association

Official definitions of marketing research

1. 1 CONSUMER BEHAVIOUR1

Consumer behaviour studies how individuals, groups and organizations select,

buy, use and dispose of goods, services, ideas, or experiences to satisfy their

needs and desires.

Consumer behaviour can be also defined as the behaviour that a consumer

exhibits before buying the products; it includes the kind of search that a

consumer made about the product. While using the product, includes when

where and how the consumer is using the product. And after using the product,

includes post sale facilities e.g. service, repairs.

Understanding consumers and “knowing consumers” are never simple.

Consumers may state their needs and wants but act otherwise.

Customer behaviour study is based on consumer buying behaviour, with the

customer playing the three distinct roles of user, payer and buyer. Research has

shown that consumer behavior is difficult to predict, even for experts in the

field. customer behaviour analysis as it has a keen interest in the re-discovery of

the true meaning of marketing through the re-affirmation of the importance of

the customer or buyer.

A greater importance is also placed on consumer retention, customer

relationship management, personalisation, customisation and one-to-one

marketing. Social functions can be categorized into social choice and welfare

functions.

2

1. 2 WADIA GROUP PROFILE

With the 116 years at the forefront of industry in India, the wadia group today is

broadly diversified in several diversified industries that covers textiles,

chemicals, petrochemicals, plantations foods, electronic, light engineering,

health laminates, real estates, education, consultancy.

The Wadia Group is one of the oldest conglomerates of corporate India. It was

founded by Sir Lovji Nusserwanjee Wadia in 1736. Lovji Wadia secured

contracts with the British East India Company to build ships and docks in

Bombay in 1736. This, and subsequent efforts, would result in Bombay

becoming a strategic port for the British colonial undertakings in Asia. The

Bombay dry-dock, the first dry-dock in Asia, was built by Lovji and his brother

Sorabji in 1750.

The Wadia group now consists of three independently listed companies on the

Bombay Stock Exchange (BSE). These include:[clarification needed]

1. A GoAir aircraft at Bengaluru International Airport, with pink colors.

2. Bombay Dyeing – The textile flagship of India.

3. Bombay Realty - Handles the land management and development of

Wadia Group land ownings..[4]

4. Britannia Industries – A company famous for its Britannia and Tiger

brands of biscuit, which are popular throughout the country. Britannia has

an estimated 38% market share.

Consistently the group of companies has become market leader in the field,

which they have entered.

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1.3 FINANCIAL STRENGTH

The group has come to known forits sound and prudent financial track record.

Building the strong fundamentals has form the basic growth of each company,

making them the pick of Indian bourses.

Two of the groups Bombay Dying and Bombay Burma have declared

uninterrupted dividend for over a hundred years, despite several recession in the

industry.

HEALTH

Dental Products of India ltd.

Medical Microtechonologies ltd.

Instruments orthopedics.

CONSULTANCY ARCHITECTURE

Gherzi Eastern ltd.

EDUCATION

Neville Wadia Institute of management studies& research, Pune.

Nowrosjee Wadia College of arts & science, Pune.

Cusrow Wadia Institute of technology Pune.

D.G RRuparl College Mumbai.

New Law College, Mumbai.

Modern Education Society’s College of Engineering, Pune.

Virtual Education Network.

4

FIANACIAL STATUS

PROFIT AND LOSS ACCOUNT

5

BALANCE SHEET

6

7

CHAPTER 2

COMPANY PROFILE

BRITANNIA INDUSTRIES LTD. PROFILE

Figure 2.1: Britannia Logo

Largest manufacture of biscuits in India product range include breads and

cakes .One of the best brand, Britannia is the largest food processing

company in Indian food processing industry.

Four production units with over 4367 employees.

Extensive all India distribution network over 600,000 out lets, making it

among the most wide spread in the industry.

Exporter of various kinds of products.

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.

The company was making equally dynamic strides.

8

2. 1 HISTORY OF BISCUITS

Figure 3.2 :BRITANNIA’S DAY DEC 7-1918

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on

biscuits,budo they know how biscuits began? The history of biscuits can be

traced back to a recipe created by the Roman chef Apicius, in which "a thick

paste of fine wheat flour was boiled and spread out on a plate. When it had dried

and hardened it was cut up and then fried until crisp, then served with honey and

pepper."

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and

'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term

for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers

which, because of their low water content, were ideal food to store.

As people started to explore the globe, biscuits became the ideal travelling food

since they stayed fresh for long periods. The seafaring age, thus, witnessed the

boom of biscuits when these were sealed in airtight containers to last for months

at a time. Hard track biscuits (earliest version of the biscotti and present-day

crackers) were part of the staple diet of English and American sailors for many

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centuries. In fact, the countries which led this seafaring charge, such as those in

Western Europe, are the ones where biscuits are most popular even today.

Biscotti is said to have been a favourite of Christopher Columbus who

discovered America!

Making good biscuits is quite an art, and history bears testimony to that. During

the 17th and 18th Centuries in Europe, baking was a carefully controlled

profession, managed through a series of 'guilds' or professional associations. To

become a baker, one had to complete years of apprenticeship - working through

the ranks of apprentice, journeyman, and finally master baker. Not only this, the

amount and quality of biscuits baked were also carefully monitored.

The English, Scotch and Dutch immigrants originally brought the first cookies to

the United States and they were called teacakes. They were often flavoured with

nothing more than the finest butter, sometimes with the addition of a few drops

of rose water. Cookies in America were also called by such names ass

"jumbles","plunkets"and"crybabies".

As technology improved during the Industrial Revolution in the 19th century,

the price of sugar and flour dropped. Chemical leavening agents, such as baking

soda, became available and a profusion of cookie recipes occurred. This led to

the development of manufactured cookies.

Interestingly, as time has passed and despite more varieties becoming available,

the essential ingredients of biscuits haven't changed - like 'soft' wheat flour

(which contains less protein than the flour used to bake bread) sugar, and fats,

such as butter and oil. Today, though they are known by different names the

world over, people agree on one thing nothing beats the biscuit!

Some interesting facts on the origin of other forms of biscuits: The recipe for

10

oval shaped cookies (that are also known as boudoir biscuits, sponge biscuits,

sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900

years and dates back to the house of Savoy in the 11th century France. Peter the

Great of Russia seems to have enjoyed an oval-shaped cookie called "lady

fingers"

The macaroon - a small round cookie with crisp crust and a soft interior - seems

to have originated in an Italian monastery in 1792 during the French Revolution.

SPRING-hurl-lee, have been traditional Christmas cookies in Austria and

Bavaria for centuries. They are made from a simple egg, flour and sugar dough

and are usually rectangular in shape. These cookies are made with a leavening

agent called mmonium carbonate and baking.

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2. 2 HISTORY OF BRITANNIA INDUSTRIES

Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. In

1924, Pea Frean UK acquired a controlling stake, which later passed on to the

Associated Biscuits International (ABI) a UK based company. During the ’50s

and’ 60s, Britannia expanded operations to Mumbai, Delhi and Chennai. Exports

of sea foods started in the ’70s. In 1987, Nabisco, a well known European food

company, acquired ABI. In 1989, J M Pillai, a Singapore based NRI

businessman along with the Group DANONE acquired Asian operations of

Nabisco, thus acquiring controlling stake in Britannia. Later, Group Danone and

Nusli Wadia took over Pillai’s holdings.

In 1977, the Government reserved the industry for small scale sector, which

constrained Britannia's growth. Britannia adopted a strategy of engaging

contract packers (CP) in the small scale sector. This led to several inefficiencies

at the operating level. In April ’97, the Government dereserved the biscuit sector

from small scale. Britannia has expanded captive manufacturing facilities and

has modernized and upgraded its facilities in the last five years. It has also

forayed into the Dairy Business with the launch of Cheese, Butter, Ghee, Dairy

whitener and flavored milk products.

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 Lagan Match was voted

India's most successful promotional activity of the year 2001 while the delicious

Britannia 50-50 Maska-Chaska became India's most successful product launch.

In 2002, Britannia's New Business Division formed a joint venture with

Fonterra, the world's second largest Dairy Company, and Britannia New Zealand

Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph,

Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of

the World', and The Economic Times pegged Britannia India's 2ndMost 12

TrustedBrand.

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 and economical Tiger biscuits

to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering

the trust of almost one-third of India's one billion populations and a strong

management at the helm means Britannia will continue to dream big on its path

of innovation and quality. And millions of consumers will savor the results,

happily ever after

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2. 3 COMPANY OVERVIEW

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 a result, 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 following year, Britannia Biscuit

Company was re-christened Britannia Industries Limited (BIL).

On the operations front, the company was making equally dynamic strides. In

1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new

corporate identity - "Eat Healthy, Think Better" - and made its first foray into

the dairy products market. In 1999, the "Britannia Khao, World Cup Jao"

promotion further fortified the affinity consumers had with 'Brand Britannia'.

Britannia strode into the 21st Century as one of India's biggest brands and

the pre-eminent food brand of the country. It was equally recognised 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

14

Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph,

Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of

the World', and The Economic Times pegged Britannia India's 2nd Most Trusted

Brand.

Today, more than a century after those tentative first steps, Britannia's

fairy tale is not only going strong but blazing new standards, and that miniscule

initial investment has grown by leaps and bounds to crores of rupees in wealth

for Britannia's shareholders. The company's offerings are spread across the

spectrum with products ranging from the healthy and economical Tiger biscuits

to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering

the trust of almost one-third of India's one billion population and a strong

management at helP means Britannia will continue to dream big on its path of

innovation.

15

2. 4 OVERVIEW OF PRODUCTS

1. BRITANNIA NUTRI CHOICE OAT COOKIES:-

Figure 2.3 BRITANNIA OAT COOKIES

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

Essentials specially designed for people with diabetes. There's no longer a need

to avoid snacks or go hungry while traveling or at work. 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. 

Benefits

NutriChoice Diabetic Friendly Oat Cookies contain a unique combination of

soluble and insoluble fibers that are reported to delay glucose absorption

preventing extreme swings in blood sugar levels. Oat soluble fiber (beta glucan)

helps control blood cholesterol by binding some of the cholesterol in the

digestive tract Oat soluble fiber helps keep you feeling fuller for longer periods

of time

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2. 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. 

Figure 2.4 BRITANNIA VEG CAKES

3. NUTRI CHOICE 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 one less thing to worry about.

Made with 50% whole-wheat and packed with added fibre (10% of our daily

dietary needs), these delightfully biscuits.

Figure 2.5 NUTRICHOICE BISCUITS

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2.5 LITERATURE REVIEW

1) MARKETING:-

It is a societal process by which individuals and groups obtainwhat they need

and what through creating, offering and freely exchanging products and

services of value with other 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.

2) MARKETING STRATEGY

It is a set of objectives and policies that leads the company’s marketing efforts.

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

plan. The various processes are given below:-

1) Selecting largest market segement

2) Positioning

3) Product

4) Place

5) Promotion

6) Research and development

7) Marketing research

3) PARENT GROUP

Britannia's controlling stake is jointly with Groupe Danone and Nusli Wadia.

Groupe Danone is one of the leading players in the world in bakery products

business. It acquired interest in Britannia Industries in 1989 and acquired

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controlling stake in 1993..Nusli Wadia group is one of the leading industrial

houses in the country, with interests mainly in textiles and petrochemicals

2.6 Foods major - Britannia Industries (BIL),

This is one of the leading producer of biscuits and other bakery products. BIL,

has a major advantage of the interest taken by the French collaborator - Groupe

DANONE. Groupe DANONE is one of the leading players in bakery products

business. The association with Groupe DANONE has been a good technological

support to BIL. The company is jointly controlled by Groupe DANONE of

France, which is holding 22% stake and Nulsi Wadia group. Nusli Wadia is one

of the leading industrial houses in the country. Britannia enjoys a prominent

position in the industry. Over the last couple of years, it has trimmed down its

wide product portfolio and began to focus on value-added instead of low-margin

products. The company divested a range of unrelated business interests in soya

bean extraction, edible oils, export of cashew nuts and shrimp, granites and

software. The company rationalized its products portfolio by reducing the

products from 35 to around 25.In October 1999, the company has issued bonus

shares in the ratio of 1:2.Britannia is the market leader in the 1.2-million tonne

Indian biscuits industry with a 60% share. It mainly caters to the premium

segment. With the launch of Tiger brand, it has taken a plunge in the low-end

category, taking competition head on with Parle which is the leader in this

segment. The company has also diversified within dairy and bakery products to

enter the butter, cheese and ghee markets.

Britannia has built an enviable retail distribution network which services

400,000 retail outlets in 2,200 towns with the help of 2,500 distributors. The

company is aggressively expanding its network with a bias towards the rural

markets.

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Britannia constantly expands its product portfolio to achieve its vision of

converting every third Indian into its consumer. In order to appeal to the younger

generation, the company added two new products -- Sweet Lassi and Milkman

Cold Coffee -- to its existing dairy-based drinks portfolio which includes the

`ZipSip' brand of flavoured milk.

Recently, in the ethnic food segment, the company introduced a new range of

traditional `namkeens' in Mumbai called Britannia Snacks. The new range

includes seven varieties of traditional namkeens like 'Bikaner ki Bhujia' and

'Rajasthani Alu Bhujia' in a price range of between Rs 5 and Rs 20.

In Dec. 2000, Britannia dropped its plans to enter the mineral water segment.

The move comes close on the heels of DANONE launching its own mineral

water brand, Evian, in India, through a separate wholly-owned subsidiary,

DANONE India. Groupe DANONE is globally the second-largest producer of

mineral water in the world with brands such as Evian, Volvic, Ferrarelle Badoit,

Font Vella and Aquaprima among others. The mineral water segment in India is

growing at around 50% annually and is dominated by Bisleri and Bailley.BIL,

has acquired the trade mark "QUALITY", the Chef Device and several other

trademarks owned by Quality .

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2. 7 PLANT LOCATIONS

Britannia's plants are located in the 4 major metro cities –

1) Kolkata

2) Mumbai

3) Delhi

4) Chennai

A large part of products are also outsourced from third party producers. Dairy

products are out sourced from three producers - Dynamics’ Dairy based in

Baramati, Maharashtra, Modern Dairy at Carnal in Haryana) and Thacker Dairy

Products at Howrah in West Bengal.

Map 2.1 PLANT LOCATIONS

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2.8 SWOT ANALYSIS

STRENGTHS.

1. The major strength of Britannia’s little hearts is its uniqueness. Little

hearts is the only product of its kind. It does not have any close

competitor.

2. Introduction of little hearts in four new flavors provides the consumers

different tastes that can be consumed at different occasions.

3. Other strength includes its popularity among children’s and peoples of all

age group.

WEAKNESS

1. Weakest part of little hearts is its supply. The supply of little hearts is not

good retailer’s report of not getting supply for two to three months.

2. Moreover some of the retailers reports of not getting the schemes with

little hearts.

OPPORTUNITIES

1. In Delhi market areas there is a lot of scope for new retail outlet activation

in the retail segment like groceries stores, juice corners etc.

2. In the region of Delhi there are number of shopping centers still under

construction and some are to be constructed in future.

22

3. As little Hearts is the product of impulse purchase category and consumed

while people are on picnics. So New places such as p[petrol pumps should

be discovered.

THREATS

1. Due to poor supply many retailers are not satisfied with the company and

they are shifting to other products.

2. The replacement policy of company is not so good as compared to other

companies such as Priya Gold. Which makes the retailers to keep small

stock of Britannia?

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2. 9 BUSINESS

Britannia core businesses constitute of Bakery and Dairy products. Bakery

products account for 90% of the revenues and include Biscuits, Bread and Cake

& Rusk. Dairy products contribute to 10% of Britannia’s annual turnover of

Rs13.38bn.

Biscuits (82.7% of turnover):- Revenues from biscuit were Rs11.07bn in

FY01. The company sold 214,214 tons of biscuits registering a volume growth

of 11% yoy. Biscuit sales in value terms registered a 13.2% yoy growth.

Britannia has a 40% volume share and 48% value market share in the organized

biscuit market. The company presently has an installed capacity of 111,000 tons

for biscuits. Production in FY01 was 59657 tons against 62034 tons in FY00.

Over 70% of biscuits sold are outsourced by the company .

Figure 2.6 VARIETIES OF BISCUITS

Over the years, Britannia has introduced and developed a full line of brands in

all segments of the biscuit market. The company's Tiger range of glucose

biscuits has been a runaway success, enabling the company to expand its

presence in the largest gluco category of the biscuit market. In salty-sweet

segment Parley’s Krackjack and Britannia’s Fifty-Fifty compete very closely.

24

Britannia’s other major brands include Marie, Thin Arrowroot, Bourbon, Milk-

bikis, Nice, Snacks, Coconut Crunches, Pure Magic, Good Day, Jim-Jam and

Checkers. It has also launched biscuits like Vita Marigold, Nutri-Choice etc,

under the health positioning.

Bread (4.6% of turnover):-Britannia’s bread business has been gradually

degrading year after year. Bread sales at Rs420mn accounted for just 4.6% of

turnover in FY01, against 5.7% of turnover in FY00. The company sold 42450

tons of bread in FY01, a volume de-growth of 9.4% .

Figure 2.7 BRITANNIA BREADS

Dairy Products (9.8% if turnover):- The company's diversification into dairy

business has been fairly successful. Dairy product sales were Rs1.3bn in FY01.

The company has re-launched all its dairy products under the Milkman brand

name. New flavors like Milkman Cold Coffee and Milkman Lassie have been

launched in flavored drinks besides Milkman Chocolate Milk and Milkman

Strawberry Milk. Cheese, dairy whitener, butter and ghee are the other products

sold under the Milkman brand. Britannia outsources its dairy products from

Dynamics’ Dairy in Maharashtra, Modern Dairy in Haryana and Thacker Dairy

Products in West Bengal. During FY01 the company sold 13039 tons of dairy

25

products, a 50% yoy growth over 8820 tons sold in FY00. Britannia has invested

Rs58.3mn in the equit

Figure 2.8 BRITANNIA DAIRY PRODUCTS

Dynamics’ Dairy in FY01..The Dairy business is proposed to be divested into a

Joint Venture with the New Zealand Dairy Board’s Fonterra Cooperative.

Britannia hopes to gain from the R&D support as well as access to the

international product portfolio of the JV partner.

Cake & Rusk (2% of turnover) :- Cake and Rusk sales were Rs271mn (2% of

sales) in FY01. Volume growth was 2.6% yoy with sales of 3082 tons. In value

terms, sales grew by 12% yoy.

Figure 2.9 BRITANNIA CAKES & RUSK

26

2.10 NEW PRODUCTS

1. 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. Whoever said

that ‘good food’ needs to look ‘dull and boring’, will just have to take a look at

Milk Bikis.

With a unique and attractive honeycomb design and an enhanced product

experience, the new biscuit prompts the ‘Kid’s 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. The premium 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. And yes, adults won’t be far behind in reaching out for a

pack!

2. Treat Fruit Rollz :

All kids who have relished the yummy creamy treasures of Britannia Treat in

exciting flavors, have yet another reason to celebrate! 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!

27

Want to know a little secret? They make the best tiffin treats! So during snack

time what better than to munch on the delicious and healthy Fruit Rollz and

discover the yummy fruit flavor from within the shells. Keeping up with

Britannia's platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy

snacking option for kids, while keeping the Moms assured about the goodness

provided by the fruit filling.

So go on and treat yourself to the lip-smacking snack!

3. NutriChoice SugarOut :

Sounds like yesterday when people commented that healthy foods meant

"compromising on the taste." NutriChoice SugarOut is the most novel product

range to have been introduced in the market. The product is not just sweet but

tastes great, and yet contains no added sugar.

This is because NutriChoice SugarOut 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.

Don't be taken for a ride when you read "Sugar Free" label on many biscuit

packs marketed in India or abroad. Even with 100% no-added sugar, wheat-

cereals in biscuits have their own natural sugar content. Britannia has chosen to

represent these biscuits with "No Added Sugar" claim, as there is no added sugar

in the processing of NutriChoice SugarOut.

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4. Tiger Banana :

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

Development through good food everyday. Purposefully taking forward the

credo of 'Eat Healthy, Think Better ', we have launched a new variant under 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.

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 is

accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and

Rs.10.

5. 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 unappetizing foods

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 which

promotes 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.

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It is this large size and the healthy combination of the ingredients, that make it

an ideal hunger butter 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 pacifying hunger 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.

6. 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 to one week free

trial of any Talwalkars (TBVF ltd) gym across the country.

In addition to this the pack also contains a Fit Sip Sipper and a fitness chart. All

this for only Rs 100.

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2.11 MANAGEMENT TEAM

31

2.12 LITTLE HEARTS

It was very recently that Britannia introduced Little Hearts to India. As the name

suggests, these biscuits are heart shaped. (Okay Maddy...that was an intelligent

piece of information!)

Figure 2.10 BRITANNIA LITTLE HEARTS

The first thing that strikes you is of course, the name! It is so different and

unusual for a pack of biscuits. Little Hearts- it may bring out the child in you, or

in some cases, the romantic in you.

Little Hearts was launched in 1993 and targeted the growing youth segment. A

completely unique product, it was the first time biscuits were retailed in pouch

packs like potato wafers. The launch message introduced a special taste

experience that made the unlikeliest characters - like Dracula and Frankenstein -

melt. In 1997, the 'Direct Dil Se' campaign encouraged youngsters to openly

express their feelings. And in 2003, two variants called Little Hearts Chocolate

and Little Hearts Sesame were rolled out with a campaign "Dil sabka actually

sweet hai". With Little Hearts, Britannia has tasted the sweet taste of success.

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Little hearts comes in four different flavours.

Choco

Classic

Orange

Sesame

You open the pack and the one thing you cannot miss seeing in these biscuits is

the fantastic finishing. It is a superb example of high tech engineering. The

upper part looks more tanned and more polished. But the biscuit is not over

baked. If we say that the basic mould must be browner, then the rest of the

biscuit defies that theory. The swirling lines on the biscuit are very attractive.

Next comes the taste. The taste is sweetish, with a tinge of saltiness. The blend

is so subtle that you just cannot resist drooling over it. Fantastic stuff!

One packet of these sugar coated biscuits is priced at Rs.10, and contains

approximately thirty piece.

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CHAPTER 3

MARKETING STRATEGIES

3.1 MARKETING STRATEGIES OF BRITANNIA

“Eat Healthy. Think Better. Buy Britannia”

The 80-year-old biscuit king is reinventing itself. Britannia now wants to

become a foods giant, with the newly-added tag of health and nutrition. What's

more, with a clever formula of prices and products, it is targeting every segment

of the Indian market.

Who does not know Britannia Rules! During period of A day before the World

Cup Of Cricket 1999 began in England on May 14, 1999, one of Britannia

Industries' senior-most marketing managers was spotted at Mumbai's Sahara

International Airport-escorting a gaggle of excited children, all of them sporting

Britannia caps, Britannia T-shirts, and other assorted Britannia paraphernalia.

No, he wasn't test-positioning yet another brand of biscuits on a group of

unsuspecting young 'uns in an airport lounge. Those kids were actually some of

the 100 mega-winners of the Britannia Khao, World Cup Jao contest, being

flown off on charters to Old Blighty to watch the World Cup at Britannia's

expense. See Cricket. Sleep Cricket. Eat Only Britannia (sic!) so we can say

that, this session is more powerful to catch the customer.

The marketing strategies for any company are not about a fixed concept. Rather

it is full of new challenges every day, and the companies must respond to it very

positively. The market process is applicable to more than goods and services.

Anything related to market including ideas, events, policies, prices and

34

personalities comes under market strategy. However it is important to emphasize

opportunity in the market through market strategy.

The following strategies are basically adopted by Britannia in order to capture a

good market share.

1. A strong quality of the product and customer satisfaction:

General customers are basically concerned about the quality of product rather

than the price of the product. In our survey wefound that basically people are

first looking for the quality. If good quality is there in the product then they are

only looking for the price. But if the quality is not satisfactory they even don’t

looking about the pricing of the product. In this regard Britannia always

maintained much more importance over there product quality. That’s why they

are among the very successful brand of today.

2. A growing relationship with customer and customer retention:

Now-a- days a good relation with the customer is very important for

organization. Sale is totally depending on the relation with the customers.

Customer's retention is also a major aspect for growing business. It means keep

the old customer and try to make new customer. Britannia‟s customer

relationship management is very strong which is one of the major causes of

selling of their product continuously.

3. Focus on competitor’s activity:

Every organization should must be careful about it's competitors step, because

they can disturb the growing sales process of the organization. Continuous

watching over competitor’s strategies and development help Britannia a lot.

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4. A growing emphasis on global thinking and local marketing

planning:

Companies are increasing by pursuing market beyond their borders. When they

enter other countries they must follow the tradition of that country and also they

make plan for local market that which type of product has more demand and

how can it run in the market.

5. A growing emphasis on global thinking and local marketing

planning:

Companies are increasing by pursuing market beyond their borders. When they

enter other countries they must follow the tradition of that country and also they

make plan for local market that which type of product has more demand and

how can it run in the market. For Britannia different variation in their product

depending over various locations and the economic status of the people is being

very much helpful for the company.

6. Promotional Strategy

Under the market strategy promotional idea is very important. Organization

provides some schemes or rebates to retailers or consumers. They make

advertisement according to convenient of the people and the feature of the

product. Sometimes Britannia comers to market with new offerings and of

course with cost benefits to the customers. Giving discounts over bulk purchase

also comes under this strategy.

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3.2 Britannia Industries marketing strategies- Segments

Targeting, positioning and Competitors analysis.

The Marketing Mix Starategies of Britannia Industries covers the segmentation,

targeting , positioning of the Company. it gives the positioning of its competitors

along with itself in the below diagram.

SEGMENTATION

Age Group: Different products for different age groups. Fro eg. Tiger &

Treat for kids, Little hearts for youths, Good Day for elder ones, Nutri-

choice for diabetic patients.

Niche Snacking segment: For those individuals who are on the go, the

company introduced small packs.

Occasions: Britannia’s Shubh Kaamnayein is for special occasions like

festivals.

Parle: where the entire market share is there but profit margin for

distributor is 4% and for retailers it is 10%.

TARGETING

Full Market Coverage: Britannia follows full market coverage pattern of

target market selection.

It has differentiated marketing segment pattern i.e. it operates in several

market segments and design different products for each.

Parle: Selective market specialization strategy.

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POSITIONING

With Eat Healthy, Think Better. Britannia positions itself as a healthy and

nutritious alternative.

As the project was to identify the reasons for inconsistent sales of little hearts,

which includes the study of consumer behaviour and retailer survey. The

question arises why company need this kind of project. The main harms to the

company from inconsistent sales.

3.3 DISTRIBUTION NETWORK OF BRITANNIA

Britannia has 4 production or manufacturing outlets which are in Delhi Calcutta

Chennai Rudrapur in Uttaranchal Gwalior which are owned by Britannia and

employees more than 4400 people Besides its self owned units Britannia also

uses the facility of more than 60 contract points for biscuits breads cakes etc

where in the labour used for manufacturing is not owned by Britannia but the

technology and raw materials are provided by Britannia itself

In this project we are analyzing the distribution network for Britannia biscuits

for Delhi The first rung in the distribution network for Britannia is the transport

of the goods from the manufacturing plants in Delhi to the 2 CFA s carrying and

forwarding agents located at Neb Sarai and the other one at Mundka mother

depot.

The CFA maintain the inventory on behalf of the company and when the goods

are supplied from Britannia to the CFA s it is not considered a sale but a transfer

and therefore there is no change in ownership CFA gets commission on the basis

of transaction ie on no of boxes held in the inventory CFA has to bear labour

cost and his godown cost The cost of transport from the company to CFA is born

38

by Britannia itself And the cost of transport from the CFA to distributor is also

borne by Britannia only.

One of the reason that Britannia uses the facility for CFA is that because of its

wide spread sales all over India and with one production unit not manufacturing

all the variety itself so through the channel CFA Britannia manages to save a lot

of behalf of not having to pay central sales tax 4 So therefore for example if 50

50 is manufactured only in Calcutta than it can be sent to the CFA in Delhi as

well as other state CFA without having to pay 4 CST.

The second rung in the distribution network for Britannia are the authorized

distributors and authorized wholesalers as termed by a company rep In total

there are 54 authorized distributors in Delhi and NCR Britannia does not

incorporate stockist in its distribution network because of the large number of

distributors already present in the network which are sufficient to cover the wide

regions Distributors have their own sales force labour transportation facility

Each salesperson allowed covering max of 40 outlets every day. The reason is

that it is felt that it is not within human capacity to cover more than 40 outlets a

day and if done so then the salesperson might be exhausted enough and not

spend enough time on each counter required by him for building up relations

with the shopkeeper.

Distributor’s salesperson is the one who takes orders from the retailer and

wholesaler He goes once a week to all the retailers and wholesalers in his

territory to take the orders and gives that order to the distributor Distributor

assesses his stock situation and all short stock is ordered to the CFA keeping in

mind the minimum order limits.

The areas for the Distributors are divided in such a manner to prevent

overlapping if overlapping is found then penalty ranging from Rs11000 Rs

39

21000 can be charged to that particular distributor Max 04 of the total invoice

bill of the distributor is allowed as replacement by the company.

The distributor is also given a certain amount of monthly sales target by

Britannia The cost of transport from the distributor to the retailer wholesaler is

borne by the distributor itself Distributors sell mainly in cash and it is very rare

to have credit sales and that also for those who have a long term relationship

with the distributor The margin for the authorized distributor is of approximately

455 and after expenses like labor transportation etc he is left with a margin of

2225.

In case of selling to wholesaler distributor passes on 1 of his margin to the

wholesaler This is done by giving the wholesaler a discount on the billing rate

Billing rate is the rate at which the distributor sells to the retailer To illustrate

this better we can take this example

Suppose the distributor obtains a packet of Britannia 50 50 from the CFA at a

price of Rs 585 so now for selling it to the wholesaler he will add only a 4

margin and pass the 1 of his margin to the wholesaler that is 585 458.

Practically this is done by giving the wholesaler a discount of 1 on the billing

rate i e 6 around 6 paisa And in case of selling to the retailer the distributor will

take a complete 5 and sell to retailer at 5 of 5 Rs 61.

The third channel member is the wholesaler The wholesalers are supplied

directly by the distributor He gets the discounts as well as the schemes The

wholesaler not only keeps the other competing biscuits brands but also

complementary products like chips namkeens etc the wholesalers are basically

located in places like chawri bazaar kharibaoli sadar bazaar and other local

wholesale markets like janakpuri wholesale market uttamnagar wholesale

market, etc.

40

The margin for the wholesaler is the 1 2 passed to him by the distributor He gets

this margin because of his bulk purchases This margin can vary depending on

the quantity purchased by the wholesaler and his bargaining power that depends

on how critical he is for the company This margin can well go up to 2 5 of the

billing rate in some cases..

Huge margins are passed on to the wholesalers when the distributor is in need of

cash to make payments to the co to get further stock The wholesalers demands

higher margins because they pay in cash huge amounts and hence charge

opportunity cost of that money or the interest Distributor does that because of

two reasons :

He needs cash to make payments to the company before ordering new

stock his stock gets sold and hence.

He meets the turnover obligations.

Taking the above example the wholesaler gets the packet of 50 50 for Rs 6.08

from the distributor and adds his 1 and sells to the retailer at 14.

One of the very interesting things that we noticed in the dealings of the

wholesalers was a pricing technique called undercutting that was used by the

wholesalers Under this the wholesaler who gets 115 discount or margin from

the distributor keeps only a 051 margin with himself and forwards the rest of

051 margin to the retailer.

And also any additional scheme that the distributor passes on to the wholesaler

is passed by the wholesaler to the retailer either partially or fully in terms of

price reductions Since the retailer gets an additional 1 discount from the

wholesaler he prefers buying it from the wholesaler rather than buying from the

distributor at the normal billing rate. This phenomenon is known as undercutting

41

by the wholesaler This kind of situation is worse for the company salesman

because he cannot get orders at the billing rate from the retailer.

Company sometimes tackles this situation by giving some additional schemes to

the retailers that are not given to the wholesaler hence prompting the retailer to

buy from the company salesman rather than the wholesaler.

Loreal s solution to wholesaler s undercutting was that it started supplying only

to the retailers at the billing rate and ceased the supply to the wholesaler’s.

The fourth and the most important link of the distribution network is the retailer

The retailers get their supply either from the distributor or the wholesaler This

distinction comes due to the size of the retailer The big established retailers are

provided with the supplies by the distributors It is a downward flow They place

their order with the distributor and are then supplied once a week or twice a

week depending on their orders and their turnovers.

Whereas the small retailers pan hawker etc go to the wholesalers and buy small

quantity s from them and this is an upward flow and not belonging to the

original distribution flow which is downward moving The retailer sells at a

margin of minimum 12 and maximum 22 on one piece.

Taking the above example again suppose the retailer gets a packet of 50 50 from

the distributor for Rs.14 and now he adds his 14 margin and sells to the final

consumer for Rs.20

The final consumer now gets this pack of 50 50 for Rs.7

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3.4 MODERN TRADE CHAIN :

Today apart from the normal small retailer there is a trend of food super stores

like big bazaar that keep almost each food item apart from others These

superstores can not be covered by the usual distribution network Therefore there

is a separate distribution network that covers these super stores institutions like

colleges schools hospitals railway stations etc.

Under this network the CFA is the same like the one for the company s main

distribution network but generally there is a separate distributor appointed who

caters only to these super stores and institutions He takes care of these

institutions and the price charged is different for them This distribution network

is called the modern trade chain In the modern trade chain like the modern

bazaar the margins of the store are determined on the basis of the shelf space

they allocate for the Britannia and where exactly is this shelf space allocated

like at the entry of the store in the range of the eyes or in the upper most or the

lower most shelf The bargaining power of the store is also determined by the

quantity of the order and the fame of the store.

Display commission or margins is a major source of revenue for the modern

bazaars Since the modern bazaars do not buy quantity in bulk vis a vis

wholesalers and have a high turnover they require a regular and frequent supply

Due to this reason the company generally assigns the task of supplying to them

using separate distribution network But sometimes the same distributors that are

supplying through the normal channel can also be used when the demand

expected is not significant to assign a separate channel Britannia s Weaknesses.

3.5 INVENTORY MANAGEMENT :

43

Britannia has a large variety of biscuits and this variety brings with it the

problem of inventory management Britannia does not give its salespersons PDA

s and the distributors are also not too tech savvy vis a vis the Hindustan Lever

Distributors Due to this various problems arise which lead to situation of stock

outs with the distributors and CFA s It leads to bulging costs of the company

which has to provide all the necessary requirements of distributor from the CFA

that could have been met from another distributor.

Improvement in distribution channel Continuous Replenishment System CRS

should be brought in so that when distributors enters his closing and opening

stock of each variety then automatically company will come to know which

variety has to be supplied to each distributor According to norms set by the

company distributor has to keep minimum quantity of each variety This system

will help in saving time reduce order taking mistakes and reduce dependence on

manpower At present this system is only partially used as some distributors still

place their orders with company on telephone or to Territory sales in charge This

will also help in proper inventory management by this system mother depots

will easily come to know the requirement of each variety depending upon

distributor sales.

The company can benefit from proper inventory management by using this CRS

system The stocks to the distributor who needs particular variety can be supplied

to him from the other distributor s godown who has excess stock of that

particular variety of biscuits Hence saving on the time and cost and preventing

revenue losses simultaneously.

It was found that there was a delay in production cycle and all the varieties does

not reach on time with mother depots which leads to loss of revenue Less variety

with the retailers.

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The retailers only keep a selected stock of biscuits with them only the ones

which command a high demand Biscuits are a product that requires high trial

and this cannot be possible if the variety is not available at the nearby retailer.

Company should induce the distributor by giving him good incentives in order

to push all the varieties Along with that company should take further initiatives

to popularize different varieties. They should ensure that the retailer keeps as

much variety as possible and include in the kitty less popular biscuits like

nicetime milkbikies etc.

No Periodic Meetings with Distributors :

It was found that distributors meeting with company members rarely takes place

More frequent meetings should be held which will help in knowing the need of

retailers and hence customers need

STRENGTH :

Their strong distribution channel that gives them wide market coverage

Availability of Britannia biscuits everywhere from small pan shop to big bazaar

vast market coverage by distributors makes its distribution channel stronger This

uniqueness would also help in distributing newly launched product new category

like if Britannia ventures into production of toiletries as both products are non

durable and they need market penetration by its distribution channel which

Britannia already has

Strong relationship with distributors and the retailers that can be leveraged upon

at the time of introduction of new products:

DISTRIBUTOR

CARRYING AND FORWARDING AGENT

FACTORY OUTLET

WHOLESALER

45

3. 6 STRATEGIES TO MAKE OFFERINGS

It has been two years since Britannia Industries started marketing its products

with the new slogan ‘Zindagi mein life’. The change has worked – with its

millions of Indian consumers, who are getting more health-conscious by the day,

believing in the brand, trusting its promise of health and accepting innovations

from the company. From making its products trans fat-free (it is the only biscuit

maker in India which has done so) to increasingly dabbling with newer

categories like bread, dairy and rusk (the company still earns 90% of its

revenues from biscuit sales), the brand’s efforts is only getting recognised more

each passing day. [No wonder Bill Gates counted Britannia’s fortified products

amongst the 8 initiatives that he called examples of ‘Creative Capitalism’.]

Forget the punchline, even when you compare Britannia’s menu with that of its

competitors’, the brand stands out as a healthier snacking opportunity – common

knowledge, but an important one for someone like Anuradha Narasimhan,

Category Director – Health & Wellness, Britannia Industries Ltd., who leads the

‘health’ marketing initiatives for the company. In an interview with 4Ps B&M, a

calm Narasimhan talks about her latest, big bet on innovation on the Nutrichoice

brand platform, the new marketing initiatives adopted by her, and the emerging

trends in health & wellness category in India.

You claim that there is no real competition to Britannia in the health & wellness

category in India. This absence of an adequate number of brands is something

positive for your company, but not so for the category in India. Do you agree?

46

Despite the quick growth that the health category in India is experiencing, it is

still at a very nascent stage. And given this, yes, because we had a first mover

advantage, there is no real competition to the Britannia brand in the Indian

market today. The good news is that there are several health brands who are

trying to cash-in on the opportunity and this is just the beginning. I believe that

consumer awareness and health products will only grow with more brands

entering the market. So, the category will grow, we will have competition, and

we’re both ready & happy about it.

According to report by FICCI and Technopak, the Indian food industry is

estimated to grow to Rs.15 trillion by 2015. That outcome appears encouraging.

However, challenges in a nascent industry are natural. What is the biggest one

that you face today?

The number one challenge in the Health & Wellness category is to be able to

make our offerings relevant and ‘everyday’ in the lives of our consumers. The

problem is two-fold. One, there is low awareness or inertia to move over to

something healthier. Second, consumer barriers exist both in terms of taste and

enjoyability of health-related products. So, to tackle these challenges, what we

are doing is try and ensure that our products are not only great to taste but also

relevant for our consumers.

There is much talk about Britannia primarily being a biscuit-maker with a

quieter presence in other categories. Does that trouble you?

The health & wellness category in India is very diverse and includes categories

spanning from health drinks to dairy to health biscuits to breakfast cereals. It is

roughly estimated between Rs.3,000-3,500 crore. If you talk about biscuits, the

product category itself is a Rs.15,000 crore-a-year earning category. Given that,

facts like Britannia commands 70% of the biscuit market or that a large part of

our revenues come from this huge category, do not bother us. And we do believe

47

that launches like NutriChoice Multigrain Thins and Multigrain Roasty should

help us increase our share in the biscuit category. However, today, our focus is

to grow the overall health & wellness category.

So you mean that Britannia is very serious about the health & wellness category

as a whole?

Certainly. Britannia’s topline has grown by around 20% over the past 3-4 years.

And health & wellness has been an important engine of growth for us. If I can

predict the future, we will continue to grow faster than overall category, purely

on account of value delivery and differentiation that Britannia has and will

continue to deliver through the quality of its products and marketing. Till date, a

portfolio of differentiated brands that are trusted by consumers, and a strong

focus on operational excellence and efficiency, has been the right formula for us.

And this will continue to fuel our growth in future as well.

Britannia Nutrichoice has become a best-seller in the health biscuits category.

What mix of marketing really made the brand?

The biscuits category is growing annually by 15% and the health biscuits

category at about 30%. So it is a lucrative space to be in. The success of

NutriChoice lies in Product first. Our consumers experience the difference. Of

course, this needs to be supported by a great presence at the Point of Purchase

and a communication strategy that generates a widespread interest in healthy

eating habits and leads to trial and adoption by many.

In January, you introduced two new products – NutriChoice Multigrain Thins &

NutriChoice Multigrain Roasty. What is the rationale behind the brand

extension?

We realised that salty snacking is another desire-plus-consumption point for

Indians. Traditional Indian namkeens are now a part of our lives. While on one

hand, consumers want these snacks, on the other, they have realised that these

48

are fried and unhealthy. NutriChoice Multigrain Thins and NutriChoice

Multigrain Roasty have been launched keeping this need in mind.

A steep rise in marketing activity and ad-spends have been noticed post these

two new launches. Is that right?

Every new launch needs incremental support depending on ambition and

objectives. For example, to promote NutriChoice Multigrain Thins, we even ran

a teaser campaign on the Internet called ‘Hunt for the True Snexy’. Our goal at

the end of the campaign is to carry forward the conversation on healthy

snacking. Over the years, Britannia’s strategy has been to build brands and that

applies to these two new launches as well. And though only NutriChoice

Multigrain Thins has been launched pan-India [NutriChoice Multigrain Roasty

is being test-launched only in select cities of North & West India], we realise

that the launches need the support of ads and marketing.

What according to you are the emerging trends in the health & wellness category

in India?

As lifestyles get more hectic, and the meaning of main meals become more and

more diffused, the trend of marrying convenience with health and enjoyment

will continue to grow. One is already seeing proof of this. Look at how the

categories of breakfast cereals and juices are growing. Also, look at how oats

has entered the middle-class households in Southern India and the metros.

Experiments in this category will continue.

49

3. 7 Flow chart of various activities performed in a sequential

manner to do the project efficiently .

Prepared a questionnaire for consumer

survey and few questions for retailer

survey.

Discussion of the Questionnaire with the

sales manager.

Collection of the Data and analysis.

Presentation of the results in front of

the sales manager.

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CHAPTER 4

RESARCH METHODOGLOGY

4. 1 The objectives of research methodology:

1. Give credibility to a claim or belief

2. validity of research

3. Help the writer to spot the result of the data analysis without going

through the works of interpreting the research analysis

4. Help one to know the research paper rubric grading for the assignment

5. Leads to discovery and inventions; most scientific discoveries happened

through this pattern

6. The use of statistical analysis like ANOVA, market analysis, descriptive

etc helps to give answers to research queries, like the one above

7. Give the readers an idea on what devises are good for a particular data.

8. Development of an approach to the problem.

9. To develop a research design for formulation of the approach.

10. For making the decision

4.2 Steps In Research Methodology :

1. Gather the information from libraries, journals, survey, poll,

questionnaires, interviews, internet, etc

2. Make a sample design for classification

3. Subject the samples to statistical analysis like questionnaire, or the type

that best suits your purpose

51

4. Present the result in a comprehensive form for readers to read and

understand.

Under objectives for research approach are often meant inductive and deductive

approaches. The first one is frequently called “bottom up” approach, as it works

moving from specific observations to broader ideas or generalizations. As a rule,

this way of reasoning involves some degree of uncertainty. Deductive approach

starts with some general idea and then focus on the specific notion. Deductive

reasoning is applied for rules, laws and accepted principles. Inductive reasoning

is applied to consider inductive arguments.

4. 3 The scope of research methodology are as follows:-

1. Marketting research: Marketing Research is the function that links

the consumer, customer and public to the marketer through information-

information used to identify and define marketing opportunities and

problems, generate, refine and evaluate marketing actions; monitor

marketing performance; and improve understanding of marketing as a

process.

2. Operational research: Application of mathematical (quantitative)

techniques to decision making. In OR, a problem is first clearly defined

and represented (modeled) as a set of mathematical equations. It is then

subjected to rigorous computer analysis to yield a solution (or a better

solution) which is tested and re-tested against real-life situations until an

optimum solution is found. OR applies different approaches to different

types of problems: dynamic programming, linear programming, and

critical path method are used in handling complex information in

allocation of resources, inventory control, and in determining economic

reorder quantity; forecasting and simulation techniques such as Monte 52

Carlo method are used in situations of high uncertainty such as market

trends, next period's sales revenue, and traffic

3. Motivational research: Motivation research consists of the use of

indirect methods, the “beneath the skin” approach. An unconscious mental

state means a state which, though actually unconscious was conscious

before and hence may become conscious again. The renowned

psychiatrist Dr. Sigmund Freud was pioneer in this field. He specialized in

the treatment of illness based on long buried trauma. He formed the belief

that the impression, sights and desires that were suppressed into the

unconscious mind had a direct and important influence on our behavior.

He was of the view that all such impression buried in the sub-conscious

mind had to be dredged out in order that persons could understand what it

was that made him so. It was the ‘depth interview'.

4. Simulation research: The use of a mathematical model to recreate a

situation, often repeatedly, so that the likelihood of various outcomes can

be more accurately estimated. Simulation is a very flexible modelling

approach, which makes it one of

5. the most widely used Operational Research techniques. The approach

taken is to model the behaviour of individual elements within the system,

often using random sampling to generate realistic variability.

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4.4 METHODS OF DATA COLLECTION PRIMARY AND

SECONDARY DATA

1. PRIMARY DATA: Primary data are also known as raw data. Data are

collected from the original source in a controlled or an uncontrolled

environment. Example of a controlled environment are experimental

research where certain variables are being controlled by the researcher.

On the other hand, data collected through observation or questionnaire

survey in a natural setting are examples data obtained in an uncontrolled

environment.

Sources of data primary data collection method:

Interviews: Interviews are one-on-one or small group question and answer

sessions. Interviews will provide a lot of information from a small number of

people and are useful when you want to get an expert or knowledgeable opinion

on a subject. Interviews:

1. Face -to -face interviews have a distinct advantage of enabling the

researcher to establish rapport with potential partiocipants and therefor

gain their cooperation.These interviews yield highest response rates in

survey research.They also allow the researcher to clarify ambiguous

answers and when appropriate, seek follow-up information.

Disadvantages include impractical when large samples are involved time

consuming and expensive.(Leedy and Ormrod, 2001)

2. Telephone interviews are less time consuming and less expensive and the

researcher has ready access to anyone on the planet who hasa

telephone.Disadvantages are that the response rate is not as high as the

face-to- face interview but cosiderably higher than the mailed

questionnaire.The sample may be biased to the extent that people without

54

phones are part of the population about whom the researcher wants to

draw inferences.

Surveys: Surveys are a form of questioning that is more rigid than interviews

and that involve larger groups of people. Surveys will provide a limited amount

of information from a large group of people and are useful when you want to

learn what a larger population thinks.

Questionnaires:

Paper-pencil-questionnaires: These can be sent to a large number of people

and saves the researcher time and money.People are more truthful while

responding to the questionnaires regarding controversial issues in particular due

to the fact that their responses are anonymous. But they also have

drawbacks.Majority of the people who receive questionnaires don't return them

and those who do might not be representative of the originally selected sample.

Web based questionnaires: A new and inevitably growing methodology is the

use of Internet based research. This would mean receiving an e-mail on which

you would click on an address that would take you to a secure web-site to fill in

a questionnaire. This type of research is often quicker and less detailed.Some

disadvantages of this method include the exclusion of people who do not have a

computer or are unable to access a computer.Also the validity of such surveys

are in question as people might be in a hurry to complete it and so might not

give accurate responses.

Questionnaires often make use of Checklist and rating scales.These devices help

simplify and quantify people's behaviors and attitudes.A checklist is a list of

behaviors,characteristics,or other entities that te researcher is looking for.Either

the researcher or survey participant simply checks whether each item on the list

is observed, present or true or vice versa.A rating scale is more useful when a

behavior needs to be evaluated on a continuum.They are also known as Likert

scales.

55

Types of questions:

1. Open ended questions: Unstructured question in which (unlike in a

multiple choice question) possible answers are not suggested, and the

respondent answers it in his or her own words. Such questions usually

begin with a how, what, when, where, and why (such as "What factors

you take into account when buying a vehicle?" or "In your opinion, what

is the reasonable price for this item?") and provide qualitative instead of

quantitative information.

2. Close ended questions: That provides a set of answers from which the

respondent must choose. Multiple choice questions are closed questions.

Also called closed-ended question.

The method used in this project is ‘CLOSE ENDED QUESTIONS’.

Observations: Observations involve taking organized notes about occurrences

in the world. Observations provide you insight about specific people, events, or

locales and are useful when you want to learn more about an event without the

biased viewpoint of an interview.

Observation is a process of recording the behaviour patterns of people, objects,

and occurrences without questioning or communicating with them. Observation

can take the place in a laboratory setting or in a natural setting. Generally there

are two ways to conduct observation, namely non-participative observation and

participative observation.

The researcher in non-participative observation does not involve in the activities

of the people being observed. He or she merely record whatever happens among

the people , including their actions and their behaviour, and anything worth

recording. On the one hand, the researcher in a participative observation

56

involves fully with the people being observed, with the objective of trying to

understand the values, motives and practices of those being researched.

The main advantage of observation as compared to questionnaire survey is you

can obtain richer and more in-depth information. You can able to catch

phenomena, characteristics, activities and other things impossible to detect by

questionnaire survey . However,there are some weaknesses associated with

observation method as shown below:

1. Cannot control variables in the natural setting

2. Researcher own values and ethics might affect his objectivity and give

rise to observer bias

3. Failure to observe some activities due to distractions.

2. Secondary Data: Secondary data, is data collected by someone other

than the user. Common sources of secondary data for social science include

censuses, organisational records and data collected through qualitative

methodologies or qualitative research.

Sources of Secondary Data:

While primary data can be collected through questionnaires, depth interview,

focus group interviews, case studies, experimentation and observation; The

secondary data can be obtained through

1. Internal Sources - These are within the organization.

2. External Sources - These are outside the organization.

Internal Sources of Data:

If available, internal secondary data may be obtained with less time, effort and

money than the external secondary data. In addition, they may also be more

pertinent to the situation at hand since they are from within the organization. The

internal sources include

57

1. Accounting resources- This gives so much information which can be used

by the marketing researcher. They give information about internal factors.

2. Sales Force Report- It gives information about the sale of a product. The

information provided is of outside the organization.

3. Internal Experts- These are people who are heading the various

departments. They can give an idea of how a particular thing is working

4. Miscellaneous Reports- These are what information you are getting from

operational reports.

If the data available within the organization are unsuitable or inadequate, the

marketer should extend the search to external secondary data sources.

External Sources of Data:

External Sources are sources which are outside the company in a larger

environment. Collection of external data is more difficult because the data have

much greater variety and the sources are much more numerous.

4.5 Sample Size and Area

All the data presented here is collected directly from the consumers & retailers

survey. Whole data is primary as well as secondary.

SAMPLE SIZE:

The consumer survey of 150 consumers and 200 retailers is done. For the

consumers survey a questionnaire was prepared and data collected from various

shopping malls, picnic spots, and houses are visited.

Retailer survey is carried out in whole Delhi. For retailer survey whole Delhi

was divided into four parts and data was collected equally from these parts. The

retailer survey was based on simple conversation with the retailers about the

problems with little hearts.

58

SAMPLE AREA:

The whole survey was taken in Delhi. The area where the whole survey was

taken are:

1. Tilak nagar.

2. Moti nagar.

3. Rajouri garden.

4. Kirti nagar

5. Karol bagh

6. Canaught place

7. Rohini

8. Preet vihar

9. Lajpat nagar

59

Table 6.1 Retailers Surveyed

Place

Number of

retailers surveyed

Moti nagar 12

Tilak nagar 5

Rajori garden 8

Kirti nagar 10

Karol bagh 9

Rohani sector 8 8

Rohani sector 12 10

Pritam pura 7

Central market 15

Ashok vihar 10

R.K Puram sector 5,

8 & 12

15

Lakshmi nagar 15

Preet vihar 8

Lajpat nagar 12

Moti bagh 10

South Extension 7

Pashchim vihar 10

Model town 1 & 2 12

Salimar garden 8

Nariana 9

60

CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

Factors responsible for inconsistent sale of little hearts are analyzed under the

following heads.

A. Consumer survey (Study of consumer behavior).

B. Retailer survey.

5. 1 CONSUMER BEHAVIOR

Consumer behavior is the behavior that a consumer exhibits before buying a

product, while using the product and after using the product. So consumer

behavior plays important role in influencing the demand of a product. Consumer

behavior is unpredictable it can be predicted if we know the eating habits of the

consumers. To study the consumer behavior for little hearts following points are

studied.

Consumer behaviour is the study of individuals, groups, or organizations and the

processes they use to select, secure, and dispose of products, services,

experiences, or ideas to satisfy needs and the impacts that these processes have

on the consumer and society.

61

5.2 BRAND AWARENESS

A Brand is a name, term, sign, symbol, or a combination of them, intended to

identify the goods or services of one seller or group of sellers and to differentiate

them from those of competitors.

A brand is essentially a seller’s promise to consistently deliver a specific set of

features, benefits and services to the buyers. The best brands convey a warranty

of quality.

To study the brand awareness for little hearts, 160 people were asked that

whether they know about little hearts or not?

Out of 160 people surveyed, 150 were found aware of little hearts. That means

93.75% people were aware of little hearts and only 6.25% were not. From the

above analyses we can say that little hearts have good brand awareness.

5.3 DATA ANALYSIS

1. FREQUENCY OF CONSUMPTION OF LITTLE HEARTS.

The sale of a product is very much influenced by the frequency of consumption

of that product. If the frequency of consumption is regular, then the sales

increase consistently with addition of new consumers.

To study the kind of consumers for little hearts whether regular or occasional

survey of 150 consumers is done and following data is recorded.

62

Table 5.1 Survey of 150 Consumers

Graph 5.1 Survey of 150 Consumers

As the regular consumers of little hearts are only 42.66% and occasional

consumers are 57.33% this causes inconsistent sales.

Reasons for higher occasional consumer purchase for little hearts are: -

1. People do not have the habit of consuming biscuits daily.

2. People avoid sweetness because of fear of health problems.

3. People find it expensive so it cannot be consumed regularly.

63

Regular

consumers

64

Occasional

Consumers

86

Total consumers

surveyed

150

2.INFORMATION SOURCE FOR LITTLE HEARTS

In biscuits industry the demand of a product very much depends on

advertisement. It is the only source that motivates a consumer to purchase a

particular product. So here an attempt is made to find out the most effective

media for little hearts.

Out of 150 consumers surveyed

Table 5.2 Information Source For Little Hearts

64

Figure 5.1 Information Source For Little Hearts65

TV

ADVERTISEMENTS

138

BOARDS 7

RETAILERS 5

FRIENDS 2

BOTH TV &

RETAILERS 5

BOTH TV &

BOARDS

3

TOTAL

CONSUMERS

SURVEYED

150

TV Plays an important role in promoting little hearts. 92% consumers are

motivated through TV advertisements, 4.6% through Boards, 3.3% are through

Retailers, 3% through both Retailers and TV ads, and 2.1% through TV &

Boards.

So from the above analysis we can say that TV & boards are playing important

role in promoting little hearts.

3.RELATION BETWEEN DEMAND FOR LITTLE HEARTS

AND CONSUMER AGE.

Figure 5.2 BRITANNIA LITTLE HEARTS

Every product has a target age group consumers and it is positioned according to

that. To study the target age for Little Hearts a question was asked, whether they

purchase little hearts for there family or not. If yes then which age group

demands more for little hearts.

66

Out of 150consumers surveyed: -

76% said Yes purchase for family.

24% said do not purchase for family.

4.PURCHASE FOR FAMILY

0

20

40

60

80

100

120

YES NO

Graph 5.2 PURCHASE FOR FAMILY

Out of 76%, who purchase little hearts for their family, they purchase little

hearts for following age group.

67

Table 5.3 DISTRIBUTION ACCORDING TO AGE

AGE GROUP

(YEARS)

NO OF

PEOPLE

5-10 48

10-18 50

18-25 14

25 ONWARDS 2

Graph 5.3 DISTRIBUTION ACCORDING TO AGE

From the above analysis it can be said that jointly 5-18 (5-10 & 10-18) is the

target age group for little hearts. So the advertisement and promotional activities

should be according to this age group.

68

0102030405060

5 to 10 10 to 18 18 to 25 25 onwards

5.LITTLE HEARTS AS BISCUITS OR SNACKS LIKE CHIPS?

Little Hearts is a product whose packing, size, shape and crunchiness makes it

look like chips. When people were asked how they view little hearts as biscuit or

chips? the following results were recorded.

Out of 150 consumers surveyed

112 consumers i.e. 56% views little hearts as biscuits &

88 consumers i.e. 44%views little hearts as chips.

69

Figure 5.3 LITTLE HEARTS AS BISCUITS OR SNACKS LIKE CHIPS?

6.KIND OF PURCHASE FOR LITTLE HEARTS

To study the purchase category of little heats whether planned or impulse a

question was asked in the questionnaire that , what kind of purchase they make

of little hearts?

Following results were recorded.

PLANED

PURCHASERS

69

IMPULSIVE

PURCHASERS

81

70

TOTAL 150

Table 7.4 KIND OF PURCHASE FOR LITTLE HEARTS

PLANED 46%

IMPULSE 54%

Figure 5.4 KIND OF PURCHASE FOR LITTLE HEARTS

So from the above analysis we can say that little hearts is more in impulse

purchase category . as we know products of impulse purchase category needs

very heavy advertisement.

7.CHANGE IN THE CONSUMPTION OF THE LITTLE

HEARTS.

When people were asked whether they have recorded any change in their

consumption of little hearts by last 3-4 months or not.

Following results were recorded.

Out of 150 consumers surveyed:-

No Change Increased Decreased

71

93 38 19

Table 5.5 Change in the Consumption of Little Herats

0102030405060708090

100

No Change Increased Decreased

Graph 5.4 Change in the Consumption of Little Herats

So we find that the majority of consumers 62%, has recorded no change

consumption of little hearts. Only 25% consumers as per survey have recorded

increase and 13% consumers has recorded decrease in the consumption of little

hearts.

B. RETAILERS SURVEY

In biscuit industry, due to Brand clutter there is very tough competition and very

less product differentiation. The consumer leaves his decision on the retailer.

Now day’s consumer simply asks the retailer for a sweet or salty biscuit. It is up

to the retailer which product he offers, so the retailer is king in biscuit industry.

In retailer survey an attempt is made to study following issues

What motivates a retailer to sell little hearts?

72

Whether retailer push energy influence the demand of little hearts or not?

Problems faced by the retailers in selling little hearts?

5. 4 WHAT MOTIVATES A RETAILER TO SELL LITTLE

HEARTS.

There are a lot of factors that a retailer seeks from the company to sell a

particular product. For little hearts when this question was asked to the retailers,

they suggest lot of factors. But the common factors they replied were following.

MARGIN

SCHEMES

73

PROPER SUPPLY

CREDIT

REPLACEMENT

Higher margin is the most important thigh that a retailer seeks from a company.

Generally the decision of a retailer to sell a particular product is dominated by

the comparison of margin with other products of that kind.

The retailers compare little hearts with both biscuits and chips. Because little

hearts are hanged with chips so they are close competitor of little hearts.

Second main thingh that motivates a retailer is the schemes with the products.

Commonly companies use to provide various retailers schemes to attract them to

sell their product. The most common schemes are some gift items, free samples,

and discounts on bulk purchase. Same is in case of little hearts the retailers often

seek for schemes. Little hearts is providing various retailers time to time. Now a

day the scheme with little hearts is a free pack of little hearts with purchase of 18

packs.

Proper supply is the thigh that retailers want. In case co little hearts, as little

hearts is in the category of impulse purchase, it should be hanged at front and the

supply should be regular.

Another important thing that the retailer seeks is the credit facility. The retailers

of little hearts have to invest a huge amount in keeping four flavors of little

hearts. Small and even big retailers have some time problem in keeping stock of

little hearts. As the sales of little hearts are not so good and retailers are not able

to sell the stock for a longer period, so they need credit facility.

74

Replacement of the products with complaints is another factor that a retailer

wants from a company. Many times in case of packed food there are complaints

of rat biting and brokered in which the retailer cannot be held responsible. It is

with little hearts the retailers have problems of air leakage and rat biting and

they want replacement.

5.5 SURVEY RESULTS FOR MARGIN WITH LITTLE

HEARTS

Out of 200 retailers surveyed 163 (81.4%) reported that the margin is good with

little hearts and 37(18.6%) reported poor margin.

75

020406080

100120140160180

MARGIN IS OK MARGIN IS POOR

Graph 5.5 Survey results for margin with Little Hearts

NOTE: -

Here we can find that the majority of retailers have reported that the margin

is ok or good with little hearts. According to some retailers if the demand is

good for a product then its margin do not matters. So company must focus on

increasing the demand.

5.6 SURVEY RESULTS FOR SUPPLY OF LITTLE HEARTS

Regarding the supply of little hearts the results are not favorable to

company. The supply of little hearts is not very good. From retailer survey

76

it is analyzed that, only 124 (62.5%) retailers has on time supply and rest

76 (38.5%) has very poor supply.

0

20

40

60

80

100

120

140

GOOD SUPPLY POOR SUPPLY

Graph 5.6 Survey Results for Supply of Little Hearts

NOTE:-

The retailers who have recorded poor supply of little hearts, most of them are

facing this problem just after the separation of distributors for little hearts from

other products of Britannia.

5. 7 REASONS RESPONSIBLE FOR INCONSISTANT SALES

OF LITTLE HEARTS.

77

1. ADVERTISEMENT DEPENDENT DEMAND. The demand of little hearts

depends heavily on advertisement. If the advertisement is regular and frequency

is high then the demand is also high.

2. The demand of little hearts was not so good before five to six months. Due to

that many retailers stop selling little hearts. This causes instant slump in the

demand of little hearts.

3. The third main reason for the slow down in the demand of little hearts would

be poor distribution system of little hearts. After the separation of the

distribution of little hearts from other products, the supply of little hearts was not

proper. The retailers are getting the supply once in one or two months.

4. Introduction of new schemes with other products like kurkure, cheetos, and

other chips also affect the demand of little hearts. The children’s are attracted

towards these schemes and switch over to these products.

5. Higher impulsive and occasional purchase is also the reason for the up &

downs in the sale of little hearts.

CHAPTER 6

FINDINGS

78

A.As the regular consumers of little hearts are only 42.66% and occasional

consumers are 57.33% this causes inconsistent sales.

B. TV Plays an important role in promoting little hearts. 92% consumers are

motivated through TV advertisements, 4.6% through Boards, 3.3% are through

Retailers, 3% through both Retailers and TV ads, and 2.1% through TV &

Boards.

C. Out of 150consumers surveyed: -

76% said Yes purchase for family.

24% said do not purchase for family.

D. Out of 76%, who purchase little hearts for their family, they purchase little

hearts for following age group.

E. Out of 150 consumers surveyed

112 consumers i.e. 56% views little hearts as biscuits &

88 consumers i.e. 44%views little hearts as chips.

F. Total types of purchases made

PLANED

PURCHASERS

69

IMPULSIVE

PURCHASERS

81

TOTAL 150

79

G. So we find that the majority of consumers 62%, has recorded no change

consumption of little hearts. Only 25% consumers as per survey have recorded

increase and 13% consumers has recorded decrease in the consumption of little

hearts.

H. Out of 200 retailers surveyed 163 (81.4%) reported that the margin is good

with little hearts and 37(18.6%) reported poor margin.

I. Regarding the supply of little hearts the results are not favorable to company.

The supply of little hearts is not very good. From retailer survey it is analyzed

that, only 124 (62.5%) retailers has on time supply and rest 76 (38.5%) has very

poor supply.

CHAPTER 6

LIMITATIONS

80

1. Number of consumers and retailers survived may be inadequate to

represent the whole scenario of Delhi market.

2. Not every retailer & consumer have positive attitude towards the

survey, so the information collected may be inaccurate.

3. It is also possible that the respondent may answer according to what

they think rather they do.

4. Some of the respondents are unwilling to answer because they feel that

such surveys are of no use.

5. The conclusions are drawn on the basis of response given by 200

retailers and 150 consumers. There is possibility of misunderstanding

their view.

6. Individual surveys generally cannot provide strong evidence of cause

and effect.

7. Human Biases of the respondents are there, for eg: “Ego”.

8. Symantec difficulties are there - it is difficult, if not impossible, to

state a given question in such a way that it will mean exactly same

thing to each respondent. Similarly two different wordings of the same

question will frequently produce quite different results.

CHAPTER 7

SUGGESSIONS AND RECOMMENDATIONS

81

The suggestions, if adopted then the company may expect no further up and

downs in the sales of little hearts and sales will definitely increase with

consistency.

1. After the survey of 150 consumers & 200 retailers the conclusion comes out

that, there is need to improve the distribution system of little hearts. It is noted

that supply is mostly regular at shops with heavy investment and are placed at

centre of good residential places, such as Sabka Bazar, Apana bazaar. Many

retailers do not have regular supply.

The areas such as Tilak Nagar, Model Town, Shakti Nagar, Shalimar Garden,

Sastri Nagar has very poor supply. Some of the retailers have reported supply

once in one - two months. The suppliers are ignoring small retail shops. So the

most important thigh is to improve the supply in both small & large shops.

2. Little hearts is a product mostly liked by the children of 5-18 age group as per

survey, So there is need to start some schemes for children to motivate them to

purchase little hearts.

e.g. Haldiram chips are giving free fun book with one pack.

Ruffles are giving poco man inside the pack. Such schemes form a habit in

children to purchase a product. For example with little hearts following schemes

can be started:-

One pack of little hearts free for collecting 15 packs of little hearts.

One golden polished locket in the shape of hearts inside the pack.

3. Little Hearts has higher impulse purchase than planed so to increase in the

planed purchase the frequency of advertisement should be increased.

82

4. Attractive hangers or stands should be provided to the retailers so that they

can easily put the bars of little hearts out side to increase in sales by increase in

impulse purchase.

5. Retailer is the king in the biscuit industry. Retailer push energy also works in

promoting the sales of little hearts. So there is need to motivate the retailer

through regular retailers schemes.

for e.g.

Pepsi is giving one bottle free on the purchase of one crate of 500 ml.

M.D.H is giving special discount on the purchase of more than Rs 500.

CHAPTER 8

CONCLUSION

83

After going thick on the thing, now time is to make a complete picture. While

making a product a stock keeping unit of the shop retailers think about the gross

margin return on investment and they promote the brand which provide them

highest. They expect return in the form of profit margin, company schemes

make the differences and are the highest source of motivation after profit

margin. Retailing demands the constaint push from the company.

Marketers need to use the advertising and brand building strategies to address

the 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 dealers said it is demand they sell Britannia 42% 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 feeling of belonging to the company in inner of the retailers.

Setting values club for retailers so that they may exchange views with the

company and help in understanding consumer behavior.

CHAPTER 9

QUESTIONNAIRE

84

Questionnaire to study the consumer behavior for Britannia’s little hearts.

PERSONAL DETAILES

Name Place:

Age

Profession

Address

1. ARE YOU AWARE OF BRITANNIA LITTLE HEARTS?

(a) YES

(b) NO

2. HAVE YOU TRIED LITTLE HEARTS?

(a) YES

(b) NO

3. DO YOU CONSUME LITTLE HEARTS REGULARLY? IF NOT WHY?

(a) YES

(b) NO

4. WHICH FLAVOUR OF LITTLE HEARTS YOU LIKE MOST?

(a) CHOCO

85

(b) ORANGE

(C) CLASSIC

(d) SESAME

5. HOW DO YOU COME TO KNOW ABOUT LITTLE HEARTS?

(a) T V ADVERTISEMENT

(b)BOARDS

(c) RETAILERS

(d)FRIENDS

6. ON WHAT OCCASIONS DO YOU LIKE TO CONSUME LITTLE

HEARTS?

(a) ______________________________________________

(b)______________________________________________

(c) ______________________________________________

7. WHAT KIND OF PURCHASE DO YOU MAKE OF LITTLE HEARTS?

(a) PLANNED

(b) IMPULSE.

86

8. HOW DO YOU VIEW LITTLE HEARTS AS?

(a) BISCUIT

(b)SNACK LIKE CHIPS.

9. HOW DO YOU FEEL OF SUBSTITUTING THE CONSUMPTION OF

CHIPS WITH LITTLE HEARTS?

______________________________________________________

______________________________________________________

_____________________________________________________

10. (A) DO YOU PURCHASE LITTLE HEARTS FOR YOUR FAMILY?

(a) YES

(b) NO

(c) .0000000000000000000000000

.

(B) IF YES THEN WHICH AGE GROUP OF YOUR FAMILY DEMANDS

MORE FOR LITTLE HEARTS?

(a) 5 – 10

87

(b) 10 – 18

(c) 18 – 25

(d) 25 – ONWARDS

11. DO YOU THINK LITTLE HEARTS DELIVERS BEST VALUE FOR

YOUR MONEY?

(a) YES

(b) NO

12. DO YOU HAVE RECORDED ANY CHANGE IN YOUR

CONSUMPTION OF LITTLE HEARTS BY THE LAST THREE TO FOUR

MONTHS?

(a) NO CHANGE

(b) INCREASED

(c) DECREASED

13. WHAT KIND OF COMMENTS, EITHER FAVORABLE OR UN

FAVORABLE DO YOU RECEIVE FROM THE RETAILERS WHEN YOU

ASK FOR LITTLE HEARTS?

______________________________________________________

______________________________________________________

88

______________________________________________________

14. YOUR COMMENTS AND RECOMMENDATIONS?

______________________________________________________

______________________________________________________

______________________________________________________

CHAPTER 10

BIBLIOGRAPHY

ɞ: BOOKS:-89

AUTHOR :- KOTLER. PHILIP

TITLE :- MARKETING MANAGEMENT

PLACE OF PUBLICATION:- PRENTICE HALL OF INDIA LTD. NEW

DELHI

MONTH OF PUBLICATION:- SEPTEMBER

CHAPTER:- SEGMENTATION UNIT-6

NUMBER OF PAGES:- 31-50

ɞ: MAGAZINE :-

AUTHOR :- MURTHY E.N

TITLE :- ANALYST

DATE OF ISSUE:- JULY 2006

PAGE NUMBER:- 41-46

ɞ: INTERNET :-

www.britannia.co.in

http://en.wikipedia.org/wiki/Britannia_Industries

www.business-standard.com › Home › Companies & Industry

http://bakerybazar.blogspot.in/2010/01/britannia-s-little-heart-product-

review.html

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