1

Submitted By:-
Abhijit Samanta
Banani Aich

International School of Business & Media

Kolkata

Abhijit Samanta
Banani Aich
International School of Business & Media
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ACKNOWLEDGEMENT

A work is never a work of an individual. We owe a sense of gratitude to the intelligence

and co-operation of those people who had been so easy to let us understand what we
needed from time to time for completion of this project.

We want to express our gratitude towards Prof. Goutam Ghosh, Director,

ISB&M,Kolkata for giving us an opportunity to do this project.

Last but not the least, we once again would like to forward our gratitude to everyone
who always endured us and stood by us and without whom we could not have
envisaged the completion of our project.

PREFACE

To start any business the success entirely depends on the marketing research done
about the particular and the consumer attitude towards the product. Marketing research
plays a vital role in a business to make it success.

We have tried to put our maximum effort to get the accurate statistical data. However
we would appreciate if any mistakes are brought to us by the reader.
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EXECUTIVE SUMMARY

Marketer needs to use advertising and brand building strategies to address the
discerning buyers and retail push to in different buyers. The manufacturer should
understand consumer behavior because retailers can‟t help quality and price. It is only
up to manufacturers to deliver what consumer wants. I need to stress on it because
58% retailers said that it is demand why they sell Britannia, 61% agree that at retail
shop it is brand popularity, which determine the purchase of biscuit.

There is a greater need to understand the retailer behavior. Considering them as a

team, working for the company may help them to be attached to the company. There
should be a feeling of belonging to the company in inner of the retailers. This can be
done by setting values club for retailers so that they may exchange views with the
company and help in understanding consumer behavior.
 Table of Content: -
4
TOPIC Page No.
Acknowledgement… 3
Preface……. 3
Executive Summary… 4
Introduction… 6
Methodology… 7
Findings: -
Britannia Product Overview…
Nutri Choice 5 gain 8
Tiger Banana 9
Nutrichoice Sugerout 9
Britannia 50-50 peeper chakkar 10
Nutri Choice Digistive Biscuit 10
Treat Fruit Rollz 11
New Britannia Milk Bikkis 11
Marketing Strategy 12
Market Segmentation 14
Target Markets 15
Brand Positioning 16
Research and Development 16
Marketing Mix 16
Competitors 18
Market Potential 19
SWOT analysis 20
Conclusion 21
Annexure 1 22
 INTRODUCTION
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The story of one of India‟s favorite brands reads almost like a fairy tale. In 1982 to be
precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata)
with an initial investment of Rs. 295. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything but, by 1910, with
the advent of electricity, Britannia mechanized its operations, and in 1921, it became the
first company east of the Suez Canal to use imported gas ovens. Britannia‟s business
was flourishing. But, more importantly, Britannia was acquiring a reputation for quality
and value. As a result, during the tragic 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). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.

On the operations front, the company was making equally dynamic strides. In 1992, it
celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate
identity – “Eat Healthy, Think better” – and made its first foray into the dairy products
market. In 1999, the “Britannia Khao, World Cup Jao” promotion further fortified the
affinity consumers had with “Brand Britannia”.

Britannia strode into the 21st Century as one of India's biggest brands and the pre-
eminent food brand of the country. It was equally recognized for its innovative approach
to products and marketing: the Lagaan Match was voted India's most successful
promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-
Chaska became India's most successful product launch. In 2002, Britannia's New
Business Division formed a joint venture with Fonterra, the world's second largest Dairy
Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its
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
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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.

METHODOLOGY

In order to collect the relevant information for this project we used basically two types of
resources.

1. Primary Data: - We conducted a market survey to find out various factors.

Sample Size: - 7 Shops.
Location: - Shops in Behala, Kolkata region.
Questioner: - Question regarding types of product,
Quality, Price over various brands.

2. Secondary Data: - Internet, www.britannia.co.in

 FINDINGS
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BRITANNIA PRODUCTS OVERVIEW

Nutri Choice 5 Gain

According to the view of most of the consumers compromising

with quality of food is not a good habit. As all kinds of nutrition
solutions cannot come from a single type of food alone, the
main requirement is to find out such a type of food where
different combinations of benefits of food is available.
Britannia NutriChoice 5 Grain Biscuits are a perfect answer
to those looking for healthy eating options without as much
making 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. It is this large size and the healthy
combination of the ingredients that make it an ideal hunger buster for those in-between
meals time hunger.

These are also available in different packet sizes. So whenever a breakfast is missed
people simply can opt for this product.
 Tiger Banana 8
Britannia is committed to help secure every child's right to
Growth & Development through good food every day.
Purposefully taking forward the credo of 'Eat Healthy, Think
Better ', they 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.

NutriChoice Sugerout

The earlier days believe of people that healthy food means

compromising with taste has changer with this product of
Britannia. Without extra addition of sugar this product tests
really great.

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.
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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Britannia 50-50 Pepper Chakkar

The launch of the latest 50-50 variant left everybody

guessing "What it eez?" From TV ads, radio, outdoor and in-
store display materials to events, a website and SMS and
email blasts, traditional and new media were blended
synergistically to create excitement and curiosity about the
unique taste of the biscuit. The tangy and distinctive pepper
flavoured biscuit, that's thin and crispy and more like a snack,
caught the imagination of a younger audience craving
something to nibble on. The 50-50 Pepper Chakkar launch is
truly a case of leveraging the marketing mix to best
advantage.

NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in

our daily life towards healthy and active living. 24/7 we are
engrossed in our busy schedules; skipping meals, missing
walks, along with inadequate sleep and frequently eating-
out, all take a heavy toll on our health.

At least with the new and improved NutriChoice Digestive

Biscuit, we have one less thing to worry about. Made with
50% whole-wheat and packed with added fibre (10% of our
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daily dietary needs), these delightfully tasty biscuits are amongst healthiest bites of the
day.

Treat Fruit Rollz

All kids who have relished the yummy creamy treasures of

Britannia Treat in exciting flavors, have yet another reason to
celebrate. The cause is 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!

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.

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.
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For other products and their details please refer to Annexure-1.

MARKETING STRATEGY

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 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.

 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 we found 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.

 A growing relationship with customer and customer retention:

Now 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.
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Britannia‟s customer relationship management is very strong which is the one of the
major cause of selling of their product continuously.

 Focus on competitors 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.

 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.

 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.

 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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Market Segmentation

Need for Market Segmentation: - As the companies cannot go to all sectors and to
all customers with different needs and demands of customer. So it is very important for
any company to identify various markets segments.
In this context the segmentation of market of Britannia is analyzed here.

Demographic Segmentation:- Looking at the age, gender, family size, income and
occupation of various people, Britannia also have segmented there market like: -

 Depending on Age: - Britannia Fruit Rollz is designed basically for the

children. Good Day, Cream Creaker, Marry are basically for the more
matured people. Little Hearts are designed are basically for the younger
generation people.
 Income: - Good Day, Milk Cream is basically for the people who belongs to a
little bit of higher income level. Britannia Marie, Suji tost are basically
designed for then who belongs to a little lower level income group. Different
products with packages of Rs. 5, Rs. 10 are also made keeping the income
status of the people.

Behavioral Segmentation:- Some time people‟s behavior changes with their

psychology and mood also. Keeping this into consideration Britannia also has
segmented there market.

 Benefits: - At tea time we require also some snacks. Keeping this into
consideration Britannia has specified products like Cream Creaker, Suji tost.

 User Status: - People in dating or love often prefers for some time pass with
some food. Britannia‟s Salted Time pass and Little Hearts are the
perfect solution for that.
The Little Hearts biscuit are extremely
dedicated for the people in love as these biscuits are very little in
size, shapes like a heart and perfectly red color.
  Usage Rate: - Britannia has also segmented their market depending on the
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customer usage rate. Marie Gold is a product which is for High Usage Rate
Customers.

Niche Segmentation: - It includes the further segmentation of the segments of the

original market. Britannia Slice Cakes and Britannia good day are designed for the
people who actually also wants some food characteristics in a biscuit. Different cream
biscuits are also made for the people who love to have a biscuit with cream.

Target Markets

Being a very much consumer product Britannia have different target markets with
different products. This can be discussed with different products and markets. Being a
very familiar consumer product they basically use a full market coverage strategy with
different products.

Britannia Tiger: - With a lower price and smaller packs of this product Britania
basically targets for people with relatively lower income group who are concerned about
the product quality as well as with the pricing of the product. With this product Britannia
also captured a huge proportion of rural market of India.

Britannia 50-50:- Pricing with a bit higher than Tiger it actually uses the concept of
namkeen biscuit or in other world snaks. People who like to have shaks with tea or
anything else Britannia also targets them with this product.

Britannia Marie Gold:- With a bigger packaging size it targets for the families having
more no. of people. As the requirement is high so they designed these packets with
larger no. of biscuits. Also gives a family like moderate taste.

Britannia Good Day: - Actually uses the concept of butter biscuits. It actually targets
for the people with a bit of higher income group. Who wishes to buy biscuits not always
for food requirement but for bit of luxuriousness.

Treat Fruit Rollz: - It actually targets the children and uses a concept of celebration. As
at the time of celebrations among the children biscuit is an important issue. It targets the
occasion as well as the minor group of their potential market.
 Brand Positioning
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With different various products Britannia do not only positions as a biscuit manufacturer.
But they also give very much importance over food quality. They basically position
themselves as a manufacturer of food with delivering higher quality and cost benefits
values to their customers.

Their packaging of the products also defines themselves as a company for every
consumer with different pricing options.

This strategy helps the company to capture a huge market share.

Research and Development:-

After testing, the new product manager must develop a preliminary marketing strategy
plan for introducing the new product in to the market. The plan consists of three parts.

The first part describes the target market's size, structure and behavior. The
second part outlines the planned price, distribution strategy and marketing
budget for the first year. The third part of the development describes the long run
sales and profit goals and marketing mix strategy over time.

The Marketing Mix

For various products of Britannia there are various marketing mixes. Here we have
taken a single product of Britannia Biscuits and analyzed the marketing mix strategy for
this particular product.
 Marketing Mix (4 Ps) for Britannia Marie Gold: -
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Marketing Mix

Product Price Promotion Place

Absolutely good in Rs. 21 for a Advertising with a brand Going to various
quality for customer 370 gm of new look of Marie Gold regions of country
satisfaction. pack. (Now 50 attractive pack. with strong
gm. Extra). distribution channel.
Designed in round Advertising with a massage
shape. Absolutely of “Eat Healthy, Think Cover almost the
affordable price Better”. whole consumer
Good taste at the tea within the range market for biscuits.
time. of normal Sales promotion with a tag
customer. line “Ab Tea Time Badal Depending over a
Britannia‟s oldest Gaya”. very common price
brand. Discounts not reaches to every
in the sense of Creating close long term individual customer
Packaged in nice direct price but relationship with customers from remote village
single & triple row in the sense of with the concept of tea. to any metro.
packs (for different extra 50 gm.
requirement) with Huge stock of
attractive coloring. inventory to maintain
a proper supply in
Sized in absolute round the market.
shape for a normal cup
and plate of tea. With the help of good
transportation the
market demand is
always fulfilled.
 Competitors: -
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Generally all organizations have competitors in the market. A particular organization
always comprises with other same business and according to market share we clarify
the brand of product is giving more challenge to my product.

We found many products which can be compared with Britannia Biscuit. As a

conclusion we found that particularly in the area we surveyed Britannia is really doing
well and its performance is on a good level.

During the field work and after intensive study it was found that main competitor of
BRITANNIA is BIAKFARM Biscuits.

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

BRITANNIA 33%

BISKFARM 25%

PRIYAGOLD 13%

PARLE-G 14%

PURE FOOD 8%

OTHERS 7%

When we compared with other businesses then we follow the quality, price, distribution
system, promotional strategy etc. of the competitors Britannia in this area is doing well.
 Market Potential: -
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Market potential of the BRITANNIA is much positive in competitive era and will sure
cover the maximum market share of biscuit product. Potentiality of any product depends
upon the futuristic performance of the product. it depends that how much retailers have
potentiality to be permanent seller of BRITANNIA.

For great potentiality it is necessary to improve those factors which are going to effect
retailers. In my study I found some factors which can help to cover great potentiality.

These factors are following:-

 Scheme delivery should in perfect determining time.

 Some places distributors not able to cover his particular area. That should be
improved.
 Scheme facility should be regular as much as possible.
 Small pack also should be in the market.
 Always collect the views of retailers. It gives psychological effect on the retailers
about careness by manufacturing company.

These factors are very important for the organization. If company is able to improve
these all factors then definitely its market share will more increase. Retailers will take
more interest to sell Britannia biscuit and customer will also enjoy for it.
So potentiality is very high to Britannia biscuit in positive direction.
SWOT ANALYSIS OF BRITANNIA: -
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Strength Weakness

 Fulfill one of our Basic  Decreases nutritional value

Requirement among Air , Water  Increases the cost of food
, Food, Shelter product
 Widely accepted in all  Industry and technology
Generations requires high investment
 Easily available in various forms  Regular usage of processed
 Provide good Instant Remedy food can cause alteration in
for hunger in the form of health
readymade food
 Preserves the non seasonal
food and makes it available all
throughout the year
Opportunities Threats

 Increase economy of India  Many companies are result

 Generate employment oriented
opportunity  Increase in pollution
 Good quality of Goods  Sometimes provide poor quality
 Provide competition to foreign of product for more profit
companies  Lack of technology
 Improve living standard  Unable to utilize all the
 Provide goods to nation at resources efficiently
cheaper rate
 Inflow of foreign reserve and
funds for the govt.(taxes)
CONCLUSION 20
After going thick on the thing, now time is to make a complete picture. While making a
product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (Gross
Margin Return On Investment) and they promote the brand which provide them highest.
They expect return in the form of profit margin, company schemes, window display and
references of the shop. Among these, company schemes make the differences and are
the highest source of motivation after profit margin. Retailing demands a constant push
from the company.

Marketer needs to use advertising and brand building strategies to address the
discerning buyers and retail push to in different buyers. The manufacturer should
understand consumer behavior because retailers can't help quality and price. It is only
up to 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.
Annexure1.

Product Name Price Quantity Other Information

21
Available(Gm.)
Britannia Khin Rs. 22 370
Britannia Marie Rs. 21 370 50 gm. Free
Britannia Cream Creaker (Zira) 24 275
Britannia Cream Creaker (Salted) 20 275
Britannia Good Day (Kaju) 22 200 Available in Rs.6 &
100gm. Pack.
Britannia Good Day (Butter) 21 300 Rs.5 pack available.
Britannia Milk Bikkis 5,10,15
Britannia Milk Cream 23 200
Britannia Nice (With Sugar) 10 100
17 200
Britannia Burbon Cream 5,12,21
Britannia Orange Cream 17.50 200
Britannia Suji Tost 19 225
Britannia Slice Cake 13 75
19 150
Britannia Time Pass (Salted) 10,14.50
Britannia Tiger
Cream 5,10
Chocolate 5,10
Strawberry 5,10
Butterscotch 5,10
Britannia Zim Zam 5,23.00
BIBLIOGRAPHY: -
BOOKS
22
Author : Philip Kotler
Title : Marketing Management.

Internet
www.britannia.co.in