CHAPTER - I

INTRODUCTION
Product Life Cycle Of Britannia Products
A new product introduced in the market goes through a sequence of multiple stages. This cycle
maps all the stages of a product’s life span that are related to promotion and sales. The product
life cycle traditionally follows 4 stages which range from introduction of the product to its
demise. As a product moves through these stages, its pricing, promotion, packaging, and
distribution are re-evaluated and changed, if required, to prolong its life.
A commercial product undergoes metamorphic stages in its life. These stages constitute the
Product Life Cycle (PLC). They illustrate the various phases like induction, growth, maturity and
decline of a product in the market.
A product enters into the market owing to a lot of pre-launch research. The product is under
constant development and the pre-launch activities are carried out with rigour. Early investors
and creditors are identified.

Stage 1 of Product Life cycle - Introduction of the Product

In introduction phase, a new product is released in the market after obtaining intellectual
property rights like patents and trademarks, if required. The branding strategy and pricing
model is decided before rolling out the product and awareness is built in the target market
subsequently. As the product is new to the market, chances of not having a market are more or
even if there is a market, it might be too small and so there is a need to build a base for the
product at the introduction stage, rather than making an immediate profit. The characteristics
of this phase are low sales, negative or low profits and selective distribution.

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Britannia recently (feb 2015) launched choco chunkies under its good day cookie biscuit range,
heralding a completely new category of cookies in the country-chunkies. This latest offering is a
super premium chocolate product made using state of the art technology, is in its introductory
phase. This product is the most expensive in Britannia’s biscuit product line and costs rs 50 for a
pack of six biscuits.
Ali harris the director of marketing for Britannia says, “with good day chunkies, we bring
international standards of an indulgent cookie experience to Indian consumers. We have
designed a comprehensive marketing campaign to support this launch, and are confident that it
is going to be a success with the new age consumers.” As this product is priced at a premium, it
will initially only attract the 2.5% innovators who are willing to try something new regardless of
the price.
For its distribution, the company chose an unconventional medium of e-commerce, first of its
kind in fmcg industry. The biscuit company tied up with amazon India for this exclusive launch.
Heavy budget advertising campaigns including paid banner ads on amazon as well as tvc
starring deepika padrone indicate the amount of investment that goes into introducing a new
product.

Stage 2 of Product Life Cycle – Growth of the Product

This stage is marked by a rapid increase in sales and is the key stage for establishing a product’s
position in a market, increasing sales, and improving profit margin. To achieve this the
marketing and promotional activities are taken up to increase consumer demand and reduce
manufacturing costs. The characteristics of this phase are rapidly rising sales, increasing profits
and a growing number of competitors. Intensive distribution methods are brought into practice
to maximise market share. In this stage a category is established by entrance of competitors.

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Britannia launched nutri-choice biscuits in 1998 and re-launched it in 2006 which created a new
category of healthy biscuits and currently has captured around 60% of market share in this
category. This trend was followed by itc which launched ‘farmlite’ range of biscuits and much
later by Parle which entered the war-zone around 2014 with its ‘simply good’ range of healthy
biscuits.

Stage 3 of Product Life cycle – Maturity of the Product

Saturation of market is the key indication of a product being in maturity stage of its life cycle.
This indicates that most of the consumers use the product and further sales depends upon
population growth. All the distribution pipelines get exhausted making price competition
intense. The characteristics of this phase are peak sales, high profits and prices are set to match
or beat competitors.

Britannia tiger glucose biscuit launched in 1997 as a competitor to Parle g glucose biscuits.
While both the biscuits are available all over India, Parle g dominates tiger with a share of 70%
as compared to 17% of tiger biscuit in glucose segment. The prices are very competitive tiger
125 gm is available at rs 10 whereas in the same price one gets 133 gm of Parle g glucose
biscuits. Hence, the product has reached its maturity phase

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3 Buyer Power : With highly diversified consumer market where there are lots of brands
claiming different sorts of benefits , it’s very difficult for consumers to stick to a particular brand
& hence results into brand switching where consumer get power to select brand based on
several factors like availability reference group recommendation preference & price .

OBJECTIVE OF THE STUDY :

❖ To study the competitors competing to Britannia in the field of food in India .
❖ To understand the strategies and future plans of Britannia .
❖ To offer suggestions & recommendation .
❖ To know income and expenditure of Britannia company.

SCOPE OF THE STUDY :

This study has concentrated all the services of Britannia in general . The report contains
critical company information – business structure and operations , the company history , Major
products and services , key competitors , key employees and executive biographies . The
company strengths and weakness and areas of development or decline are analyze strategic
and operational factors are considered The opportunities open to the company are consider
and its growth potential assessed , Competitive or technological threats are highlighted .

METHODOLOGY OF THE STUDY :

The study is based on both primary and secondary data . The primary data is collected by
questionnaire Method taking selected customers of Britannia . Secondary data which have been
collected from different journals , book papers , bulletins , Magazines , annual reports and
through net also . They have been analysed with the help of important statistical techniques :
Therefore the data have been interpreted accordingly.

LIMITATIONS OF THE STUDY :

❖ Study is only based on secondary data .
❖ The study has been conducted within the boundaries of Britannia .
❖ The study has not been related to financial analysis .
❖ The time period of the study is very short .

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 CHAPTER – 2
Review of Literature :
Marketing

Marketing is a societal process by which individuals and groups obtain what they need and
want through creating , offering and freely exchanging products and services of value with
others or other wise it is the process of planning and executing the conception , pricing ,
promotion and distribution of ideas , goods , services to create exchanges that satisfy individual
and organizational goals .

Marketing Strategy
Marketing strategy is a set of objectives , policies and rules that leads the company’s marketing
efforts . It is the marketing approach to accomplish the bread objective of the marketing
approach to accomplish the bread objective of the marketing plan . The various process of
marketing strategy are given below .

1. Selecting largest markets segmentation

2. Positioning
3. Product
4. Price
5. Place

6. Promotion
7. Research and development
8. Marketing research

Market segmentation and selecting target market

It is an effort to increase a company’s precision marketing . The starting point of any
segmentation discussion is mass marketing . In mass marketing , the seller engaged in the mass
production , mass distribution and mass promotion of one product for all buyers . Market
segment consists of a large identifiable group within a market with similar wants .

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geographical location , buying attitudes or buying habita . It is an approach midway between
mass marketing and individual marketing . Through this the choice of distribution channels ,
and communicaton channels become much easier . The researchers try to form segments by
looking at consumer characteristics ; geographic , demographic , and psychographic . After
segmenting the market then target market selected .

2. Positioning : - The positioning is a creative exercise donw with an existing product . the well
known products generally hold a distinctive position in consumer’s minds . The positioning
requires that every tangible aspect of product , price , place and promotion must support the
chosen positioning strategy . Company should develop a unique selling proposition ( USP ) for
each brand and stick to it , PPL consistently promotes its DAP fertilizer by Higher yield at lower
cost . As companies increase the number of claims for their brand , they risk disbelief and a loss
of clear positioning . In general a company must avoid four major positioning errors . Those are
under positioning over positioning , confused positioning and doubtful positioning .

3 . Product : - A product is any offering that can satisfy a need or want . The major types of basic
offerings are goods , services , experiences , events , places , properties , organizations ,
information and ideas . The company gives more importance in quality , packaging , services
etc. To satisfy the customers . The products has it’s life cycle . The product strategies are
modified in different stages of product life cycle .

4. Price : - It is the most important aspect in company’s point of view . Price of the product will
be decided by the company according to the competitor’s price .

5. Place : This plays a major role in the entire marketing system . the company emphasis on it’s
distribution network . Proper distribution network gives proper availability of the product .

6. Promotion : - Promotion is the one of the major aspects in marketing strategies . By adopting
various promotional activities the company create strong brand image . It also helps in
increasing the brand awareness . It includes advertising , sales promotioins and public relations
etc.

7. Research and Development : - after testing , the new product manager must develop a
preliminary marketing strategy plan for introducing the new product in to the market . The plan
consists of three parts . The first part describes the target market’s size , structure and behavior
The second part out lines 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 .

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Getting the right product to the right place at the right time involves the distribution system
Distribution is the process of moving goods and services to the they are wanted .

Channel Levels : The channel of distribution used by Britannia is :

Intensive Distribution : As biscuits need to reach the consumer their nearest locations this of
distribution channel is used . This type of distribution helps when for products that are
categorized by involvement of the customer and customer looks for location convenience

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 MARKETING MIX

Target Market

Product Price Promotion Places

Product verity List price Sale promotion Channel

Quality Discount Advertising Coverage

Design Allowances Sales Forces Assortments

Features Payment period Public relationship Locations

Brand name Credit term Direct marketing Inventory

Packaging Transport

Sizes

Services

Warranties

Returns

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 CHAPTER - 3
PROFILE

Britannia Industries Limited

Formerly Britannia Biscuit Company Limited

Type Public
Traded as BSE: 500825 NSE: BRITANNIA NSE

NIFTY 50 Constituent
ISIN INE216A01030
Industry Food processing
Founded 1892; 130 years ago in Calcutta 1918;

104 years ago Britannia Biscuits

Company Limited
Headquarters Kolkata, West Bengal, India
Area served Worldwide

Key people Nusli Wadia (Chairman)Varun Berry

(Managing Director)
Products Bakery products including biscuits,
bread, cakes and rusk . Dairy products
including milk, butter, cheese, ghee

and dahi

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 Revenue Increase ₹11,878.95 crore (US$1.6 billion)
(2020)
Operating income ∆ ₹1,860.87 crore (US$240 million)

(2020)
Net income ∆ ₹1,402.63 crore (US$180 million)
(2020)
Total assets ∆ ₹7,253.34 crore (US$950 million)

(2020)
Number of employee 4,480 (as on 31 March 2019)
Parent Wadia Group
Subsidiaries Manna Foods Private LimitedInternational

Bakery Products Limited

Websitew britannia.co.in
The story of one of India’s favorite brands reads almost like a fairy tale . Once upon time precise,
a biscuit company was started in 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 ,

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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 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 2 nd
Most Trusted Brand .

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 2 nd
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 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 .

Britannia Dairy had its beginnings in 1997. Britannia was one of the first companies in India to
pioneer category defining innovations like Cream Cheese and introducing a host of international
flavors for its cubes & spreads in India . Today Britannia Dairy products contribute close to 10 %
of the company’s revenue . Britannia markets its dairy portfolio on the back of a well integrated
cold chain logistics network and reaches 3 million outlets across the length breadth of this
country .

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Products
Bakery products

VISION

• Think Of A Purpose That Spirals Forth To Create Innovations From Within This Visionary
Zeal On Trust And Knowledge , Has Empowered The Wadia Group Various Business
Enterprises For more Than A Century It now promises much more in the New Economy
• To dominate the food and beverage market in India with a distinctive range of ³Tasty Yet
Healthy ‘ Britannia brands .
• Every third person , in India , should be a Britannia consumer

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Mission
• To dominate the food and beverage market in India through a profitable range of * Tasty
Yet Healthy products by making every Indian a Britannia consumer .
• To be one of the best biscuit company .
• Development of production in partnership with our customers to their specification .
• Flexibility & capability to meet small & large production run

Company Objectives
Short – term Objective :

• To improve image to shareholders .

• To improve internal processes and controls .
• To increase NSV and ROI .

Long – term Objective :

• To be the lowest – cost producer in the market .

• To become largest volume player in the bakery industry . Quality Objectives : Reduction
in customer complaints .
• To start documentation of market returns dealer wise To empower the workmen on
individual work area to ensure that only quality product are passed on the next page of
production .
• Continuous training for the development of human resources .
• To minimize the accident level . As part of the growth strategy , the company always 9 +
try to build on the values of brand “ Britannia “ by aggressively pursuing tasty yet healthy
offerings of mass appeal and also launching a host of affordable products , which would
help rejuvenate the mother brand and drive category consumption .

Goals
Once the company developed their vision , mission and core values , they can then develop the
goals and objectives needed to achieve your vision .

Goals are general statements of what Britannia wants to achieve . So they need to be integrated
with their vision . They also need to be integrated with their mission of how they are going to
achieve their vision .

• To improve profitability
• To increase efficiency
• To capture a bigger market share

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 • To provide better customer service
• To improve employee training
• To reduce carbon emissions

Major Players in the Industry :

1 ) BRITANNIA INDUSTRIES LTD . ( BIL )

2 ) PARLE

3 ) ITC Ltd.

4 ) Surya Foods & Agro Ltd. ( PRIYA GOLD )

Market Share

PRICING of the product has played an important role for the company to achieve a major market
share . For pricing company has taken into factors like fixed and variable costs , competition ,
company objectives , proposed positioning strategies , target group and willingness to pay . The
pricing strategies adopted are :

1 ) Competition Pricing : - They have set a price which is competitive when compared with
competitors .

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2 ) Product Line Pricing : - Priced different products within the same product range at different price
points . The better the feature and the benefit given the greater the consumer will pay . This form of
price discrimination assists the company in maximizing turnover and profits .

3 ) Bundle Pricing : - The organisation bundles a group of products at a reduced price when
providing family packs .

4 ) Value Pricing : - They have also used value based pricing . Britannia has worked a lot on fixing the
price of its biscuits . It has packaged its products in various sizes and at various prices . Its biscuits
ranges from Rs.10 to Rs.20 .

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MILESTONE ACHIEVED:-
2014

Britannia Industries Ltd has appointed Dr. Vijay L. Kelkar as an additional Director on the
Board of the Company with effect from May 28, 2010.

2015

Britannia received the Most Respected Company Award 2011 from Businessworld.Bourbon
received the Most Popular Confectionery Product Preferred By Youth (Biscuit) Award.

• Britannia Bread launched its new range of Health Breads in Delhi in November. The
range consists of Honey & Oats Bread, Multi-Grain Bread, 100% Whole Wheat Bread
and Multi-Fiber Bread.
• Britannia was honoured with `Creative HR Practices Award’ by Employer Branding
Institute, India.
• IMC Ramakrishna Bajaj National Quality Award 2011 was awarded to Britannia
Industries Limited.
• The Modern Trade team of Britannia was honoured with Winner-BEST BAKERY
SUPPLIER award for the year 2011-12, at the 1st SPENCER’S Best Supplier Awards
2012 on 22nd June.

2016

Britannia was awarded the Global Performance Excellence Award (GPEA) by Asia Pacific
Quality Organization (APQO).

2017

‘Experience of Health’ with Nutrichoice | Britannia brings home the goodness of golden,
sun-kissed wheat with its all new NutriChoice Crackers Range.

2018

Chunkies Tie-up with Amazon | An exclusive tie-up with Amazon for the launch of its latest
product Good Day Chunkies, a super-premium chocolate chip cookie.

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2019

Britannia Bourbon turns 60 | Britannia Bourbon, India’s first premium chocolate biscuit
completes 60 glorious years.

2020

Cake Biscotti | Britannia launches Cake Biscotti, India’s first ever classic ‘Bridge’ product
combining the best of the world of a cake and that of a cookie.

Cutting – edge technology | Britannia launched its state of the art R&D Centre facility in
Bidadi, Karnataka.

2021

Enriching our portfolio – Britannia-Chipita JV | Entered into a joint venture agreement with
Chipita S.A., a Greek company, for the manufacture and sale of ready to-eat delicious
croissants.

PRODUCTS AVAILABLE:-
GLUCOSE BISCUIT

1) TIGER
2) CHOTA TIGER
3) TIGER CHAI BISKOOT
4) TIGER ROSEMILK CREAM
5) TIGER BRITA ENERGY POPS
6) TIGER CHOCLATE CREAM
7) TIGER ORANGE CREAM
8) TIGER COCONUT ENERGY
9) TIGER ELAICHI CREAM
10) TIGER KESAR CREAM
11) TIGER BANANA

CREAM BISCUITS

1) TREAT CHOCO GELO

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2) TREAT DELICIOUS DATES
3) TREAT APPLE PUNCH
4) TREAT FLAVOURED TANGY ORANGE
5) TREAT STRAWBERRY FLAVOURED SURPRISE
6) BOURBORN TREAT
7) TREAT ELAICHI FON

NUTRI CHOICE BISCUITS

1) NUTRI CHOICE 5 GRAINS

2) NUTRI CHOICE DIGESTIVE
3) NUTRI CHOICE CREAM CRACKER
4) NUTRI CHOICE THIN ARROWROOT
5) NUTRI CHOICE SUGAROUT CHOCLATE
6) NUTRI CHOICE SUGAROUT LITETIME
7) NUTRI CHOICE SUGAR OUT ORANGE CREAM

MARIE BISCUITS

1) MARIE GOLD
2) VITA MARIE GOLD

MILK BISCUITS

1) MILK BIKIS
2) MILK BIKIS CREAM

GOOD DAY BISCUITS

1) GOOD DAY CHOCONUT

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2) GOOD DAY BUTTER SCOTCH
3) GOOD DAY HONEY & RAISIN
4) GOOD DAY CHOCLATE CHIP

1. 50-50:- Brand name 50-50 launched in 1993, 50-50 because of its “Hatke” taste and
youthful appeal quickly emerged as the leader of category with more than one-
fourth of market share. In 2001, the delicious Maska Chaska was launched as a
variant of the original brand and became an instant success. In 2008, 50-50
sharpened its focus on housewives and positioned as a snack. 50-50 snacks the
latest entry will give housewives one more reason to be happy snack happy. Being
aware of the needs of his consumers, 50-50 snacks comes in three unique
international flavors- Italiano Pizza, Swiss cheese & Chilly and Chinese Hot & Sweet.
50-50 snacks bridges the gap between biscuits & snacks and tries to bring the best of
many worlds – “biscuits bhi Snack bhi, Sweet bhi Spicy bhi, Baked bhi Chatapata
bhi’. The new product being baked and in bag format allows guilt free snacking both
in and out of home and thus making housewives “Snack happy”.

2. GOOD DAY:- Britannia Good Day was launched in 1986 in two delectable avatars
Good Day Cashew and Butter. Over the years, new variants were introduced – Good
Day Pista Badam in 1989, Good Day Choco-chips in 2000 and Good Day Choco-nut in
2004. This rich cookie enjoys a fan following of consumers across all ages, loyal to
the brand promise of a great taste, evident from the visibly abundant ingredients.
Good Day is among the fastest growing brands in Britannia’s portfolio and it has
been the leader in the cookies category ever since its launch. The brand is
synonymous with everyday treats that infuse happiness into people’s lives. After two
decades of magnificent success; it was time to give the nation yet another reason to
have a good day. Abundance, goodness, indulgence and now un-restrained joy –
that is the message of this new campaign. The new TC ad is the un-controllable
expression of the ticket collector’s happiness and joy that is stimulated by
consumption of the cookie, that spreads cheer amongst the people around him
creating an atmosphere of shared joy that’s un- orchestrated and straight from the
heart. The celebration was taken to the IPL as Good day cheered along with a million
cricket fans in the stadiums, each screaming and proclaiming “Ho gaya re Good
Day”. The dazzling brilliance of this endeavour, the contagious rhythm needs to be
lived and spread through the nation, making Iska toh ho Gaya Re Good Day’ a part of

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 the common lingo and a way of life. Good Day truly believes laughter and happiness
are infectious, it transcends race, caste creed unifying humanity in an inclusive
emotion. The brand perseveres to infuse cheer, hearten the nation and enliven lives.
With its rightful place on the front page of The Times of India, Good Day gifts the
nation a priceless treasure, that of spreading joy.

3. TIGER:- Britannia Tiger, one of the biggest brands in the kids segment, has
reinvented itself to revolutionize the concept of kids’ nutrition in the country.
Equipped with a new vision of leading the kids’ nutrition space, britannia tiger has
revamped its offerings to embody fun and energy on one hand and health and
nutrition on the other. Enriched with growth nutrients across all its variants,
britannia tiger comes with the credo of 'Roz. Badho'. Aimed at addressing every
mothers' concern on their kids* nutrition, britannia tiger has undergone a
considerable shift in its product offering, transforming itself into a healthier and
tastier avatar. Identifying the role of biscuits as a important component of daily food
and a major carrier of nutrition, britannia tiger fortifies itself. across categories, with
growth nutrients like iron, calcium, folic acid, vitamin A and D packed with 25% of
daily growth nutrients (every 100 gms).

4. MILK BIKIS:- Milk Bikis, the favourite growth partner of kids, now brings greate r
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 kids' will love it reaction amongst mothers.
The milk goodness in the recipe is now enhanced with smart nutrients & 4 vital
vitamins, iron and iodine., proven to aid mental and physical development in
growing kids. 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.

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DATA ANALYSIS AND INTERPRITAION

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4.1 INTERPRETAION
Data interpretation refers to the process of critiquing and determining the significance of
important information, such as survey results, experimental findings, observations or narrative
reports. Interpreting data is an important critical thinking skill that helps you comprehend text
books, graphs and tables.

4.2 SIMPLE PERCENTAGE METHOD

Percentage Calculator is a mathematical tool used in number conversion to calculate the

percentage of a given quantity relative whole number of quantity.

TABLE 4.2.1

INTERPRETATION

The above table shows that 35% of the respondents said that their satisfaction level in Britannia
is more than they expected. 59% of the respondents said that they are happy with this product.
6% of the respondents said that this product needs improvement. Hence majority of the
respondents says that they are happy with this product.

CHART 4.2.1

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TABLE 4.2.2

INTERPRETATION

Tje above table shows that 15% of the respondents likes Milk bikis, 24% of the respondents
likes Cream biscuits, 28% of the respondents likes Good day, 10% of the respondents likes 50-
50, 8% of respondents likes Nutri choice , 11% of the respondents likes Little hearts, 4% of the
respondents likes Marie gold.

Hence majority of the respondents likes Good Day.

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CHART 4.2.2

4.3 CHI SQUARE ANALYSIS

The chi square test is an important test among the several tests of signification developed by
satisfaction. Chi-square, symbolically written x2 is a statistical measure used in the contexts of
sampling analysis comparing a variance to a theoretical variance. It can also be used to make
comparison between theoretical population and actual data when categories as used.

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x² = ( O – E )²/ E

Where, O = Observed frequencies,

E = Expected frequencies

Ho= Null Hypothesis

H1= Alternative Hypothesis

Ho = There is no significant relationship between Educational Qualification and awareness of

the product

H1 = There is significant relationship between Educational Qualification and awareness of the

product

INTERPRETATION

The above table inferred that the significance level is less than 0.05 (0.00) So Null hypothesis is
accepted and there is no significant relationship between Educational qualification and way of
awareness.

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Revenue clocked 9.8% CAGR, gross margins rose 367 bps during FY2017-2021

Britannia clocked revenue from operations of Rs. 13,136 crore in FY2021, registering a y-o-y
growth of 13.2%. Revenue in FY2017 stood at Rs. 9,054 crore, which grew at a CAGR of 9.8%
between FY2017-21. Gross margins also improved during period from 38.3% in FY2017 to 41.9%
in FY2021, rising by 367 bps

Focus on steadily cutting cost leading to increase in OPM

The company has resorted to various cost reduction measures like extraction of supply chain
efficiencies, reduction in wastages and fixed cost leverage. Britannia’s spends on carriage,
freight and distribution stood at Rs. 656 crore FY2021 rising by y-o-y. As a percentage of sales,
the company has managed to keep the cost stable at “5% in the last five years. The company
spent Rs. 569 crore on conversion charges in FY2021 which is a y-o-y increase of 11.9%. As a
percentage of sales, the expense has come down from 4.9% in FY2017 to 4.3% in FY2021. All
these efforts have led to significant cost savings for the company which has resulted in
expansion of OPM over the years. Britannia’s OPM has increased from 14.1% in FY2017 to
19.1% in FY2021. With advertisement spends expected to inch up in the coming years, the
company targets OPM to remain at 17-18 % in the medium term

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 CHAPTER-5

Findings
• The current ratio of the company fails to attain the standard ratio and are fluctuating
year by year.
• The quick ratio in 2016-17 is said to be unsound and the ratios from 2017-18 to 2020-21
is said to be good.
• Debt equity ratio shows that the company is almost debt free which is good for the
company.
• Proprietary ratio shows high ratios which indicates safety to the creditors and the firm
has a sound position.
• Solvency ratio (Leverage ratio) shows higher degree of solvency which indicates that the
assets are sufficiently more than the liabilities of the company.
• Net profit ratio shows increasing trend in the ratios which means increasing profitability.

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• Gross profit ratio is above the standard so high gross profit ratio shows efficiency of
production.
• Return on shareholder’s fund are higher which means there is better utilization of
owners fund and higher productivity of company.
• Total asset turnover ratio tends to decrease year by year which shows that the industry is
not using its assets efficiently.
• Stock turnover ratio is higher than the standard ratio every year which means the
company’s inventory policy is better.
• Working capital turnover ratio shows that the ratios are fluctuating and the working
capital is not effectively utilized in generating sales.

Suggestions

• Company must try to use working capital effectively for generating sales and increasing
activity ratio.

• Company has to concentrate on debt capital to have smooth running of the company.

• The company must start using its assets efficiently there has been decrease in the total
asset turnover ratio year by year.

• Chocolate should be available everywhere. They should introduce calorie free or low
calorie chocolate.

• They should provide packs of all sizes so that it can be afforded by anyone. The chocolate
should have attractive packaging. The chocolate should be energizing and healthy to eat.

• Provide different taste of chocolates. Inform about the ingredients on back of all packs.

• They should make absolutely vegetarian chocolates. Price should be kept low even when
the chocolate is successful.

• It should be able to replace snack if consumed i.e. heavy when eaten.

• It will be better if the company decreases its current liability to improve the liquidity
position.

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 • The company can use effective cost control methods for future growth.

Conclusion
The project is entitled on “SWOT ANALYSIS OF BRITANNIA “ . Utmost care has been taken at all
levels of the project work, right from the beginning of analysing accounting information provided
by profit and loss account and balance sheet.

It is concluded that Cadbury India Ltd. Is providing the best quality products as per the needs of
the consumers. They should take care of the Indian customs by providing pure vegetarian
products. At present CIL striving for international quality in their products and processes.

After the study of the detailed SWOT Analysis of BRITANNIA , we know that it is one of the
leading Chocolate companies in the world, it has positioned itself to be the best in the field. It
has a well-established brand name and a robust distribution network. It can increase its business
by bringing health-conscious products and catering to the untouched rural markets. Although it
has a large presence in the market it still has some flaws.

The study highlights that the financial performance of Britannia Industries Ltd is satisfactory.
This study helped you to know the financial strength and weakness of the company. Under
liquidity ratio, current ratio shows a negative sign and quick ratio shows a positive sign. The
solvency ratio and the profitability ratio overall shows a positive signs. Under activity ratio, total
asset turnover ratio and working capital turnover ratio shows a negative sign, whereas stock
turnover ratio shows a positive sign. The financial statements of the company was analysed and
interpreted with the help of balance sheet and profit& loss account of last 5 years 2015-20. The
company has a scope of improvement in the future.

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 brands 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 detemine the purchase of
biscuit.

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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.

Marketing plays a pivotal role in the growth and development of country. The development of
marketing has always kept pace with the economic growth of the country. Now the modern
marketing faces the high competition in their activities. Competition is to the order of the day.
Businessmen have started realizing it. Earning profit is possible only through customer
satisfaction by means of loyalty. This is possible only when information are collected from the
consumer.

The design of the study reveals that consumers preference on brand loyalty, Britannia has a high
image among the consumer than the others in respect of quality, taste, price etc.,In order to
retain brand loyalty, the manufacturer must know the consumer’s habits, and encourage them
purchasing the products infuture.

BIBLOGRAPHY :-
➢ WWW.BRITANNIA.CO.IN
➢ WwW.MONEYCONTROL.COM
➢ www.WIKIPEDIA.COM
➢ WWW.BUSINESSTANDARD.COM
➢ WwW.ECONOMICTIMES.COM
➢ WW.JUST-FOOD.COM
➢ www.en.m.wikipedia.org
➢ www.cadbury.co.uk
➢ www.marketing91.com
➢ www.in.investing.com

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