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Project Report
On

Distribution & Service of Biscuits in

Saharanpur City

Submitted to:
Submitted by:
Sunfeast (ITC)
Mittal

Ankit
M.B.A.

(I)

ACKNOWLEDGEMENT
A work is never a work of individual. I owe a sense of gratitude to the intelligence &
cooperation of those people who had been so easy to let me understand what I need from
time to time for completion of this exclusive project.

I want to express my gratitude towards Mr. Girisha Neema, Astt. Branch Manager of
ITC for giving me an opportunity to complete this project.
This project is due to the experience and knowledge of several people. Though I am
unable to mention all of them individually, any debt or gratitude to them is not less.

I am very thankful to the ITC for the facilities provided to me to complete my project
work.

(Ankit Mittal)

Preface
To start a business the success depends upon the marketing research done about the
particular & consumer attitude about the product. Marketing research plays a vital role in
a business to make it successful. I tried to put my best effort to complete the task on the
basis of skills I am having. This study is done about the biscuits sales and distribution in
the city of different companies in order to know about the opportunities in the market. In
the study, an attempt is made to cover every aspect of these objectives to find out solution
for the company.

-------------------------------------Signature of the Advisor

--------------------------------Signature of the Student

CONTENTS

S.No
1
2
3
4
5
6
7
8
9
10

Particulars
History of Biscuits
Indian Biscuit Industry
Profile of ITC
Brand Portfolio
Sales
Distribution
Stock
Conclusion
Executive Summary
Sample Questionnaire

History of biscuits

Page No.
5-6
7
8-16
17-22
23
23
24
25-49
50
51

Sweet or salty, soft or crunchy, simple or exotic everybody loves munching on

biscuits, but do 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 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 flavored 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 as "jumbles", "plunkets" and "cry babies". 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 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" when visiting
Louis XV of France.
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. SPRINGuhr-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 ammonium carbonate and
baking ammonia.

The inspiration for fortune cookies dates back to the 12th and 13th Centuries, when
Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their
defence against Mongolian invaders.

India Biscuits Industry

It is the largest among all the food industries and has a turn over of around Rs.3000
crores. India is known to be the largest manufacturer of biscuits, after USA. It is
classified under two sectors: organized and unorganized. Bread and biscuits are the major
part of the bakery industry and covers around 80 percent of the total bakery products in
India. Biscuits stands at a higher value and production level than bread. This belongs to
the unorganized sector of the bakery Industry and covers over 70% of the total
production.
India Biscuits Industry came into limelight and started gaining a sound status in the
bakery industry in the later part of 20th century when the urbanized society called for
ready made food products at a tenable cost. Biscuits were assumed as sick-man's diet in
earlier days. Now, it has become one of the most loved fast food product for every age
group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at cost.
States that have the larger intake of biscuits are Maharashtra, West Bengal, Andhra
Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the most
industrially developed states, hold the maximum amount of consumption of biscuits.
Even, the rural sector consumes around 55 percent of the biscuits in the bakery products.
The total production of bakery products have risen from 5.19 lakh tonnes in 1975 to
18.95 lakh tonnes in 1990. Biscuits contributes to over 33 percent of the total production
of bakery and above 79 percent of the biscuits are manufactured by the small scale sector
of bakery industry comprising both factory and non-factory units.
The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400
with a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60
percent of the entire bakery production. Few years back, large scale bakery manufacturers
like Cadbury, nestle, and brooke bond tried to trade in the biscuit industry but couldn't hit
the market because of the local companies that produced only biscuits.
The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright
future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent per
annum in the next 10 years will be achieved by the biscuit industry of India. Besides, the
export of biscuits will also surpass the target and hit the global market successfully.

Profile of ITC
ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company of
India Limited'. Its beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was
the centre of the Company's existence. The Company celebrated its 16th birthday on August 24,
1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru
Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more
ways than one. It was to mark the beginning of a long and eventful journey into India's future. The
Company's headquarter building, 'Virginia House', which came up on that plot of land two years
later, would go on to become one of Kolkata's most venerated landmarks. The Company's
ownership progressively Indianised, and the name of the Company was changed to I.T.C. Limited
in 1974.
In recognition of the Company's multi-business portfolio encompassing a wide range of
businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards &
Specialty Papers, Agri-Exports, Foods, Lifestyle Retailing and Greeting Gifting & Stationery - the
full stops in the Company's name were removed effective September 18, 2001. The Company
now stands rechristened ITC Ltd'.
Cigarettes & Tobacco-

Initially ITC was dealing only in Cigarettes & Tobacco.It's highly popular portfolio of
brands includes Insignia, India Kings, Classic, Gold Flake, Navy Cut, Scissors,
Capstan, Berkeley, Bristol and Flake. ITC's cigarettes are produced in its state-of-theart factories at Bengaluru, Munger, Saharanpur and Kolkata. These factories are known for their
high levels of quality, contemporary technology and work environment.

In pursuit of international competitiveness, ITC has launched four brands Checkers

Cigarettes, Hi-Val Cigarettes, Royale Classic Cigarettes and Gold Crest Cigarettes In the
extreme competitive us market recently ITC has launched Royale Classic Cigarettes, gold
cut and scissors filters Kings Cigarettes in the Middle East. The response to these brands
has been encouraging.
Future prospects:
The requirement to print pictorial health warnings on tobacco product packs under the
'Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation of
Trade and Commerce, Production, Supply and Distribution) Act, 2003' (COTPA) and the
consequential constriction in consumption will jeopardize the livelihood of 35 million
people dependent on the tobacco industry. Restrictive measures of this nature should be
preceded by the creation of alternative sources of income for those so affected.

Packaging & Printing BusinessITC Packaging & Printing Business was set up in 1925 as a strategic backward integration
for ITC's Cigarettes business. It is today India's most sophisticated packaging house.

HotelsIn 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai
which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into the
hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels
business for its potential to earn high levels of foreign exchange, create tourism infrastructure
and generate large scale direct and indirect employment. Since then ITC's Hotels business has
grown to occupy a position of leadership, with over 100 owned and managed properties spread
across India.

Competitors:
ITC had a competition from the Taj group of hotels and some international hotels like
Hyatt hotels, Hilton and le meridian. ITC has its hotels in every major city across India.
The standard of the ITC hotel comes from the fact that the Delhi based Maurya Sheraton
is the only hotel that is proffered by government of India for providing hospitality to their
international guest and delegates.
Future prospects:
With the success in hotel industry the company must move on further,
ITC should open a family restaurant chain or fast food restaurants in the metro cities.
This would definitely be a success. ITC should try to expand further in foreign countries.

Paperboards & Specialty Papers Division In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam
Paperboards Limited, which today has become the market leader in India. Bhadrachalam
Paperboards amalgamated with the Company effective March 13, 2002 and became a Division of
the Company, Bhadrachalam Paperboards Division. In November 2002, this division merged with
the Company's Tribeni Tissues Division to form the Paperboards & Specialty Papers Division.
ITC's paperboards' technology, productivity, quality and manufacturing processes are comparable

to the best in the world. It has also made an immense contribution to the development of
Sarapaka, an economically backward area in the state of Andhra Pradesh. It is directly involved in
education, environmental protection and community development. In 2004, ITC acquired the
paperboard manufacturing facility of BILT Industrial Packaging Co. Ltd (BIPCO), near
Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improve customer service with reduced
lead time and a wider product range. In 1990, ITC acquired Tribeni Tissues Limited, a Specialty
paper manufacturing company and a major supplier of tissue paper to the cigarette industry. The
merged entity was named the Tribeni Tissues Division (TTD). To harness strategic and
operational synergies, TTD was merged with the Bhadrachalam Paperboards Division to form the
Paperboards & Specialty Papers Division in November 2002.
The different paperboard brands of ITC are:
Folding Box Boards: Cyber XLPac, Cyber Cypak, Cyber Propac
Solid Bleached Sulphate Boards: Safire Graphik, Art Maestro, Carte Persona
Poly coated boards: Indobev, Indobarr
Recycled boards: Ecoviron, Fusion

ITC is one of the world's most modern and contemporary manufacturers of packaging
and graphic series of boards. ITC's Paperboards business has a manufacturing capacity of
360,000 tonnes per year and is India's market leader across all carton-consuming
segments including cigarettes, foods, beverages, pharma, personal care & toiletries,
durables and match shells.

The business posted steady growth with segment revenues improving by 11% during
the quarter. This was driven by a 14% improvement in volumes of the Value Added
Portfolio of paper and paperboards and robust performance of the packaging business.
ITC is the largest exporter of coated boards from India. The Company exports nearly
20 per cent of the coated boards it produces. Its coated boards fulfill exacting customer
requirements in Malaysia, Sri Lanka, Bangladesh, Iran, Australia, UAE, Saudi Arabia,
Singapore, U.K., Italy, Netherlands and China.
The new pulp mill project is nearing completion and is slated for commissioning in
the last quarter of this fiscal. Steady progress is also being made in the completion of the
new paper machine. The pulp mill with a capacity of 120000 tons of hardwood pulp will
provide a distinct cost advantage, apart from removing the dependency on imported
hardwood pulp, which has seen an unprecedented run-up in prices, adversely affecting
margins across the industry. The paper machine will augment capacity by about 100,000
TPA in 2008/09 and will drive growth based on strong forward linkages with the
stationery business.
Agri Business Division-

Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division
for export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique
and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya
Pradesh. Now it extends to 10 states covering over 4 million farmers. ITC's first rural mall,
christened 'Choupal Saagar' was inaugurated in August 2004 at Sehore. On the rural retail front,
24 'Choupal Saagars' are now operatonal in the 3 states of Madhya Pradesh, Maharashtra and
Uttar Pradesh
Farmer empowerment, Choupal Saagar, Choupal Fresh, Choupal Pradarshan Khet Processed Fruits,
Marine Products, Customer Centric Approach.

The e-Choupal model has shown that a large corporation can combine a social mission and
an ambitious commercial venture; that it can play a major role in rationalizing markets and
increasing the efficiency of an agricultural system, and do so in ways that benefit farmers and
rural communities as well as company shareholders.

ITC's example also shows the key role of information technology - in this case provided and
maintained by a corporation, but used by local farmers - in helping to bring about transparency, to
increase access to information, and to catalyze rural transformation, while enabling efficiencies
and low cost distribution that make the system profitable and sustainable.
Critical factors in the apparent success of the venture are ITC's extensive knowledge of
agriculture, the effort ITC has made to retain many aspects of the existing production system,
including retaining the integral importance of local partners, the company's commitment to
transparency, and the respect and fairness with which both farmers and local partners are
treated. The sustainability of the engagement comes from the idea that neither the corporate nor

social agendas will be subordinated in favor of the other.

Lifestyle Retailing business-

ITC also entered the Lifestyle Retailing business with the Wills Sport range of international
quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores
later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife
evening wear (2003). ITC also initiated a foray into the popular segment with its men's wear
brand, John Players, in 2002. In 2006, Wills Lifestyle became title partner of the country's most
premier fashion event - Wills Lifestyle India Fashion Week - that has gained recognition from
buyers and retailers as the single largest B-2-B platform for the Fashion Design industry. To mark
the occasion, ITC launched a special 'Celebration Series', taking the event forward to consumers.
In 2007, the Company introduced 'Miss Players'- a fashion brand in the popular segment for the
young woman.

competitors and suggestions:

Itc had proved to be a tuff competitor in this segment too against the established brands
like monte carlo, peter England, Allen Solly and many more. The launch of Miss Players
was a good move by the company as it gives an advantage to the company for
introducing a complete collection especially for women. Only few companies had
introduced such exclusive brands. The company can move on with the introduction of
new products like jackets, winter shawls.

Information Technology-

In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC
Infotech India Limited, to more aggressively pursue emerging opportunities in this area. Today ITC
Infotech is one of Indias fastest growing global IT and IT-enabled services companies and has
established itself as a key player in offshore outsourcing, providing outsourced IT solutions and services
to leading global customers across key focus verticals - Manufacturing, BFSI (Banking, Financial
Services & Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel, Hospitality and
Transportation) and Media & Entertainment

Safety Matches-

In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire

value chain found yet another expression in the Safety Matches initiative. ITC now markets
popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.
FOODITC's foray into the Foods business is an outstanding example of successfully blending
multiple internal competencies to create a new driver of business growth. It began in August 2001
with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC
entered the confectionery and staples segments with the launch of the brands mint-o and
Candyman confectionery and Aashirvaad atta (wheat flour). 2003 witnessed the introduction of
Sunfeast as the Company entered the biscuits segment. ITC's entered the fast growing branded
snacks category with Bingo! in 2007. In just seven years, the Foods business has grown to a
significant size with over 200 differentiated products under six distinctive brands, with an enviable
distribution reach, a rapidly growing market share and a solid market standing.
.
ITCS MINTO mouth freshener is emerging as a recognizing brand apart from rival prefettis halls.
A blend of effective distribution, aggressive trade level activity and consistent marketing efforts
have helped the business to gain a substantial market share in this segment.
Competitors:
Britannia
Parle
Priyagold
Improvements needed:
The steady growth of the company is satisfactory since it had launched late in the market but the
significant growth in the product is amazing. In my view company should concentrate on the
brands by adding more flavors. for attracting kids company can introduce free gift items like what
lays had done previously when it had introduce tazos. During the research it is fund that some
retailers are not getting product due to the reasons like shortage, no approach of salesman etc so
being new in the market we have to firstly satisfy 4Ps to get success.
Agarbattis (incense sticks) ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the
manifestation of its partnership with the cottage sector. ITC's popular agarbattis brands include
Spriha and Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet,
Sandalwood, Madhur, Sambrani and Nagchampa. The Expressions range of Aromatic candles
comprises Amour - the Romance Series, Adora - the Decor Series and Nirvana - the Spa
Series

Personal Care-

ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body
care products for men and women in July 2005. Inizio, the signature range under Essenza Di
Wills provides a comprehensive grooming regimen with distinct lines for men (Inizio Homme)
and women (Inizio Femme). Continuing with its tradition of bringing world class products to
Indian consumers the Company launched 'Fiama Di Wills', a premium range of Shampoos,
Shower Gels and Soaps in September, October and December 2007 respectively. The Company
also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select
markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range
of shampoos in June 2008.

The 'Fiama Di Wills' range of shampoos and shower gels are now available at all major
markets. The company has recently launched Fiama Di Wills Polishing Drops
(conditioner), which is enriched with Avocado Oil and Burdock extract to make the hair
feel smooth and shiny. These superior products are an outcome of years of R & D based
product development. They reflect ITC's deep consumer insight.
competitors:
The company had entered this segment very late; the market is still dominated by garnier
and LOREAL with Hindustan unilever, proctor and gamble and Colgate Palmolive just
behind them. It would be a matter of time for itc to show its presence, since it had
become a name of trust among the people of India.
conclusion:
As per the company introduction of soap and shampoos, it can move on with the
introduction of cosmetics to the Indian market. It need to do more efforts in order to raise
the sale of personal products because products other than superia are not doing well.

Education & Stationery Products

ITC made its entry into the stationery business in the year 2002 with its premium range of
notebooks, followed in the year 2003 with the more popular range to augment its offering. ITCs
stationery Brands are marketed as Classmate and Paperkraft, with Classmate addressing
the needs of students and Paperkraft targeted towards college students and executives.
Classmate Fun N Learn , Classmate Invento , Classmate pens, Paperkraft are the
stationery products of ITC.

competitors:
The major competitor of itc in this field is navneet publication whose notebooks are very
popular among people.

Contribution in the market:

The Classmate brand alone contributes about Rs 150 crore. Data estimates the market for
school and education sector at Rs 5,000 crore. Classmate lack behind the variety if compared to
Navneet publications. With the introduction of more varieties it can be a market leader.
The greeting card section includes expression greeting card which are gaining huge
popularity among the people .The main reasons behind is that they are available I wide range
apart from Archies and hallmark which are very expensive.
The company can have a growth in this segment because of its quality in its brand and at a
reasonable price. On the other hand hallmark is charging more because of its brand name. The
card can be of wider acceptance if remain in same price range

Brand PortFolio
In Saharanpur city there are mainly four brands competing each other. And the main
competitor of SUNFEAST is Parle. Till today after a long period Sunfeast had launched

Parle is still doing well mainly in the rural areas. Now we have the following Brand
Portfolio of Sunfeast, Parle, Priyagold & Britannia.

SUNFEAST which is a brand of ITC have different commodities. The biscuits are
divided into the categories of glucose, special, dream cream & premium on the basis of
price, quantity and flavors. We have Glucose, Butter, Cream, Cashew, Coconut, Bourbon,
Golden Bakery, Dark Fantasy, Sweet n Salt under the brand name Sunfeast. The cream
biscuits are in chocolate, orange, pineapple, cardamom, mango flavors. In Dream Cream
Category we have Butter, Strawberry, Pineapple, Orange, Elaichi & Mango.

S.No. Commodity

Price(in Rs)

Weight (in gm)

Packets in a box

PTR(in Rs)

16

408

0.96

39

252

1.82

66

196

2.75

78

147

3.64

10

196

48

9.10

20

392

20

18.20

62

120

4.46

10

122

60

9.10

18

204

30

16.20

65

120

4.42

10

124

60

9.10

15

195

36(orange& choco)

12.96

Glucose

Butter

Cream

24(other cream)
4
5

6
7
8

Coconut
Cashew

Bourbon
Golden Bakery
Dark fantasy

75

120

4.42

10

165

60

8.96

65

120

5.60

12

122

60

10.80

20

204

30

18.20

12

88

60

10.80

22

122

90

21.45

15

75

Without box

13.00

30

150

Without box

26.00

30

150

Without box

27.00

Marrie Lite

60

300

Without box

54.00

13

183

Without box

11.61

Without box

21.60

24
10
11
12

Nice
Sweet n salt
Dream cream

10

100

90

9.10

15

150

48

13.78

16

200

Without box

14.78

75

72

6.30

12

90

60

10.80

22

180

48

19.8

BRITANIA is having a large no. of commodities.

S.No. Commodity

Price(in Rs) Weight(in gm) Packets in a box PTR(in Rs)

16

480

.80

38

216

1.81

58

216

2.75

82

144

3.66

10

204

42

9.00

20

410

20

17.92

80

72

4.50

10

160

40

9.00

41

96

4.46

65

120

6.25

10

113

60

9.00

45

300

4.52

15

112

60

13.5

22

168

30

19.78

60

300

4.48

15

225

32

13.47

2
3

Tiger-Glucose

Tiger-Cream
50-50

Bourbon

Milk bikies

Milk Bikies-Milk cream

24

170

30

21.76

Good Day-Butter

54

120

4.42

10

92

60

8.78

20

207

48

17.56

good Day-Cashew

54

120

5.33

12

92

60

10.80

22

207

48

19.78

Good Day-chocochips

15

74

74

13.53

10

Good Day-Choconut

15

75

74

13.53

11

Good Day- pista

15

90

60

13.53

28

207

48

25.18

12

Treat chokes

33

300

4.56

13

Treat borbon

12

78

60

10.78

14

Treat orange & Treat Mango

12

100

60

10.78

18

164

32

16.17

15

Jim Gem

57

300

5.32

16

Cream kraker

10

100

60

9.00

22

200

20

19.78

10

78

60

8.96

15

170

40

13.48

17

Nice Time

18

Maska Chaska

10

64

60

9.03

19

Marie Gold

13

176

40

11.70

25

370

16

22.37

20

Marie Vita

14

146

40

12.60

21

Gem Treat

14

100

50

12.60

24

200

30

21.56

15

100

60

13.53

38

250

32

34.23

18

100

80

16.20

40

200

32

35.79

22
23

Neutri choice digestive

N.C. Five Green

24

Coconut

10

150

346

8.94

25

Little Heart

23

160

4.52

10

67

96

9.04

26

Time Pass-Limky

10

113

40

9.13

27

Time Pass-Classic

10

113

72

9.13

PARLE- the brand Parle in biscuits is available in many commodities. This brand is the
biggest competitor of the brand Sunfeast mainly in the rural areas.

S.No. Commodity

Price(in Rs)

Weight (in Gm)

Packets in a box

PTR(in Rs)

Cheesling Snacks

60

350

32

53.67

Parle-G

16.5

480

0.85

38.5

360

1.83

82.5

144

3.68

99.5

144

4.54

10

218.5

60

9.10

15

326.5

40

13.65

20

436.5

24

18.20

25

547.5

24

22.75

40

872.5

15

36.40

75

125

4.46

10

150

72

8.92

25

72

4.35

10

55

40

8.70

10

100

120

8.96

18

200

60

16.17

75

96

6.64

10

120

70

9.00

20

240

40

18.00

3
4
5
6

Milk Shakti
Mast Bite
Kream Bourbon
Krack jack

Krack jack cream

10

90

96

9.00

Sixer Salt Tin

370

5Kg

Without box

328.33

sixer zeera Tin

385

5Kg

Without box

344.23

10

Sixer Zeera

30

200

32

27.00

11

Monaco

75

75

6.25

10

120

60

9.00

20

240

40

18.00

12

Monaco Zeera

10

120

60

9.00

13

Nimkin

75

96

4.50

10

150

60

9.00

10

62

15

100

20

200

40

17.82

14

Hide& seek

8.91
60
13.37

15

Hide& seek Jar

120

600

24

107

16

Hide& seek Milano

15

65

60

13.40

25

135

32

22.33

13

176

80

11.68

20

347

40

17.98

88

100

4.50

20

347

40

18.00

75

120

5.35

10

110

90

8.92

20

225

40

17.84

90

120

4.46

10

180

72

8.90

65

120

4.46

17
18
19

20
21

Digest Mar
P-Marie
20-20

Kream
Kream FLA CRM

Mast Bite is available in four flavors- chatpata chat, Gar Spl, Mast Masala, & Tan
tom. Hide & Seek is available in coffee, Orange, Mint & plain. 20-20 is available in
butter & cashew flavor. In cream there are five flavors orange, elaichi, Mango,
Pineapple, chocolate.
PRIYAGOLD- There are four flavors of classic cream- chocolate, orange, eliachi &
mango. And Kids cream is available in three- Butter, Chocolate vanilla& strawberry.

S.No. Commodity

Price(In Rs) Weight(In gm) Packets in a box PTR(In Rs)

60

120

4.35

10

100

80

8.50

20

230

30

17.50

Butter Bite

4
5
6
7
8

10

11
12

13

Butter Bite Badam Pista

Butter Bite Cashew

Butter Bite Kesar

Butter Bite Nice
Bourbon
Classic Cream &Kids Cream
Marie Lite

Snacks Zig Zag

CNC

Cheese Cracker
Chatpatta Cashew/ Jeera

Big Boss/ Magic Gold

50

120

4.35

10

100

80

8.50

23

230

30

20.00

25

250

30

21.75

50

120

4.35

10

100

80

8.50

23

230

30

20.00

25

250

30

21.75

50

120

4.35

23

230

30

20.00

50

120

4.35

17

175

40

15.00

10

100

48

8.50

20

200

24

17.00

83

120

4.35

10

175

60

8.70

75

80

4.35

10

150

40

8.70

15

250

80

13.00

20

350

40

17.00

60

120

4.35

10

120

60

8.70

16

240

30

13.50

14

400

0.85

30

300

1.65

60

120

4.35

10

120

60

8.70

16

240

30

13.50

60

120

4.35

10

120

60

8.70

10

100

30

8.70

25

250

24

22.50

40

500

10

35.00

75

80

4.00

10

150

40

8.00

14

15

16

Coconut

16

400

0.85

32

300

1.65

75

80

3.25

10

150

40

6.50

20

300

15

13.00

39

300

1.65

61

120

2.50

83

100

3.40

10

200

30

8.50

10.00

75

30

8.70

25.00

180

24

22.50

(LOOSE) 40.00

400

10

35.00

50.00

400

10

43.00

Area/Brand

Sunfeast

Parle

Britannia

Priyagold

Court

79

73

39

31

Avas Vikash Colony

32

29

12

15

Khalasi

52

33

16

13

Madhav Nagar

17

22

10

Numaish Camp

26

19

11

Behat

38

56

13

DON

Cheez Bit
(JAR)

Sale-(In Box Per Week)

Road

Line

Raod
Hakikat Nagar

19

21

14

11

DISTRIBUTIONArea/Brand

Sunfeast

Parle

Britannia

Priyagold

Court

O.B.

O.B.

O.B

O.B

Avas Vikash Colony

R.S.

R.S.

R.S.

R.S.

Khalasi

O.B.

O.B.

R.S.

R.S.

Madhav Nagar

O.B

O.B.

R.S.

R.S.

Numaish Camp

O.B.

O.B

R.S.

R.S.+O.B.

Behat

O.B.

O.B.

R.S.

O.B.

O.B.

O.B.

R.S.+O.B.

O.B+R.S.

Road

Line

Raod
Hakikat Nagar

R.S.=Ready Stock; O.B.=Order

Book

STOCK-(In Box)
Area/Brand

Sunfeast

Parle

Britania

Priyagold

Court

15

13

Road

Avas Vikash Colony

Khalasi

12

11

Madhav Nagar

Numaish Camp

Behat

11

Line

Raod
Hakikat Nagar

CONCLUSIONS
BASED ON THE FINDINGS OF THE SURVEY WE GET THE
FOLLOWING RESULTS:

BEHAT ROAD

Sales- It is the one of the areas where rural area is nearby

due to which here Parle is doing well.

SALESMEN

Parle and Britannia surpass itc sunfeast by providing timely services and high
order capturing.

delivery and other services

Britannia had got all the reviews generally all the positive reviews
from the shops. This can be due to the fact that it is the area of Britannia
where it has stronghold.

products of the company

BritanNia and Parle have generally greater number of products than itc. Parle
stand ahead in the quality of food items in the eyes of the shopkeepers.

extra features

Extra features include the packaging which is good of itc. The main
thing regarding packaging was that it comes in a bundle of 12 items
where as Britannia comes in a bundle of 20 items. This is quiet easy to
store

CONCLUSIONS
Based on the findings of the survey we get the following data:

NUMAISH CAMP
sales-

SALESMEN
The service of the biscuits is generally good as compared to the rest of
the competitors.60% of the shopkeepers give favor to the services of
the itc.

delivery and other services

The delivery of the product itc is on top of the others, with the regular and timely
delivery.

products of the company

SunfEASt lacks behind the products when compared to Britannia which

had a wide range of products. The prime reason is mainly the verities of
the product which are there in Britannia rather than Sunfeast.

extra features

Extra features include the packaging which is good of itc. The main thing
regarding packaging was that it comes in a bundle of 12 items where as Britannia
comes in a bundle of 20 items. This is quiet easy to store.

CONCLUSIONS
BASED ON THE FINDINGS OF THE SURVEY WE GET THE FOLLOWING
RESULTS:

court road
sales-

SALESMEN
All the companies here had got mixed reviews. But its itc which is
above them all.

delivery and other services

itc stands firmly in delivery of the products and services to the
shopkeepers.

products of the company

The Britannia and Parle both move ahead against itc in the products
because of the reason that they provide maximum variants and having more
schemes.

extra features

the itc is most trusted brand in providing good packaging products than any other
company. They are even quicker in replacing the defective food item from the stock.

CONCLUSIONS
BASED ON THE FINDINGS OF THE SURVEY WE GET THE FOLLOWING
RESULTS:

avas vikas colony

sales-

SALESMEN
All the companies here had got mixed reviews. But itc and Parle are
above them all.

delivery and other services

itc stands firmly in delivery of the products and services to the
shopkeepers.

products of the company

The Britannia and Parle both move ahead against itc in the products
because of the reason that they provide maximum variants and having more
schemes.

extra features
the itc is most trusted brand in providing good packaging products than
any other company. They are even quicker in replacing the defective
food item from the stock.

CONCLUSIONS

BASED ON THE FINDINGS OF THE SURVEY WE GET THE FOLLOWING

RESULTS:

khalasi line

sales-

SALESMEN
All the companies here had got mixed reviews. But itc is above them all.
Being ITC factory in this area Sunfeast is getting maximum sale
compared to its competitors.

delivery and other services

itc stands firmly in delivery of the products and services to the
shopkeepers.

products of the company

The Britannia and Parle both move ahead against itc in the products
because of the reason that they provide maximum variants and having more
schemes.

extra features
the itc is most trusted brand in providing good packaging products than
any other company. They are even quicker in replacing the defective
food item from the stock.

EXECUTIVE SUMMARY
After going thick on the things, now the time is to make a complete picture. While
making a product SKU (stock keeping unit) of the shop retailers think about the GMROI
(Gross margin return on investment) & they promote the brand which pay them highest.
They expect return in the form of profit margin, company schemes and window displays.
Among these company schemes makes the difference & are the highest source of
motivation after profit margins. Retailing demands a constant push from the company.

Marketers need to use advertising and brand building strategy to address the
discerning buyers and retail push to in the different buyers. The manufacturer should
understand the consumer behavior. Because retailers cant help quality and price. It is
only up to the manufacturer to provide the consumer what he wants. I need to stress on it
because 77% retailers said that it is the demand for what we sell.

At the time of research it is found that the profit margins available to the all
distributors of different brands and retailers are same. Retailers are mainly getting profit
of 10-12 %. But what vary are the schemes introduced by the companies for retailers and
end consumers. On comparing it is found that Britannia gives maximum no. of the
schemes then we have Sunfeast
in terms of giving schemes.

SAMPLE QUESTIONNARIE
1. Which Brand comes to your mind when you think about biscuits?
Sunfeast
Parle
Britannia
Priyagold

2. Which brand is delivering you proper service?

Sunfeast
Parle
Britannia
Priyagold
3. Which factors do you consider while purchasing biscuits?
Schemes
Price
Delivery
Replacement
As per demand
4. Which of the brand you store most?
Sunfeast
Parle
Britannia
Priyagold

5.

How much packets do you sale?

Day
Week

6. When a consumer comes to your shop which brand you gives to him?
Sunfeast

Parle
Britannia
Priyagold

7. Which brand is offering you highest margins?

Sunfeast
Parle
Britannia
Priyagold

Thank You for Your Cooperation