Transcript
AProject Report
COMPARATIVE STUDY BETWEEN PARLE-G & BRITANNIA
Submitted in the partial fulfillment of the degree of Bachelor of Business
Administration2010 - 11
DEPARTMENT OF MANAGEMENT STUDIESTEERTHANKER MAHAVEER UNIVERSITY,
MORADABAD (U.P.)
Project Guide: Project Incharge :Ms. Surbhi Mr. Abhinav Bhatnagar
(Course Coordinator)
Submitted By:Tripti Verma
Roll No. R0902011354B.B.A Vth Sem
Section: ‘B’
ACKNOWLEDGEMENT
Small words move with ease where big words stand still. And smaller are the
echoes of my words that go to offer a string of thoughtful and thankful notes to
the helping hands that have steered clear my journey to the completion of this
study paper.
Preparing a project of this nature is an tedious task and I was fortunate enough to
get support from a large number of persons to whom I shall always remain
grateful.
I am extremely grateful to Mr. Manish Jain (Vice Chairman),
Dr. A.K.Garg (Executive Director), Mr. Hariom Agarwal (Director), Mr.
M.P. Singh (H.O.D. Management Department) Mr. Abhinav Bhatnagar
( Course coordinator), Ms. Roma Mam (Project Guide), All the faculty
member and Mr. Sanjeev Singh (Librarian) & all the Lab staff for providing
me this opportunity and expose me to industrial culture.
And to the people in libraries, who spared their time in giving their opinions and
discussed things to my satisfaction. A bouquet of hearts I share with them.
Vedangi Agarwal
B.B.A Vth Sem
SUMMARY
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, purchasing power geographical location,
buying attitudes or buying habita. It is an approach midway between mass
marketing and individual marketing. Through this the choice of distribution
channels, and communicaton channels become much easier. The researchers try
to form segments by looking at consumer characteristics; geographic,
demographic, and psychographic. After segmenting the market then target
market selected.
2. Positioning:- The positioning is a creative exercise donw with an existing
product. the well known products generally hold a distinctive position in
consumer's minds. The positioning requires that every tangible aspect of
product, price, place and promotion must support the chosen positioning
strategy. Company should develop a unique selling proposition (USP) for each
brand and stick to it, PPL consistently promotes its DAP fertilizer by Higher
yield at lower cost. As companies increase the number of claims for their brand,
they risk disbelief and a loss of clear positioning. 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.
INTRODUCTION
Target Market
Product Price Promotion Place
Product variety List price Sales promotion Channels
Quality Discounts Advertising Coverage
Design Allowances Sales forces Assortments
Features Payment period Public relation Locations
Brand name Credit terms Direct marketing Inventory
Packaging Transport
Sizes
Services
Warranties
returns
CONSUMER
The term “customer” is typically used to refer to someone who regularly
purchases a particular store or company. Thus, a person who shops at FOOD-
WORLD or who uses Pepsodent tooth is viewed as a customer of these firms.
The traditional view points have been to define consumers strictly in terms of
economic goods and services. This position holds that consumers are potential
purchasers of products and services offered sale. Here our primary attention will
be directed toward ultimate consumers, those individuals, who purchase for the
purchase of individual or household consumption. And thus, this view has been
broadened over time so that at least some scholars now do not consider a
monetary exchange essential to the definition of consumer.
CONSUMER MARKET & BUYER BEHAVIOUR :
The aim of marketing is to meet and satisfy target customers needs and
wants. But getting to know your customers is never a simple job. Customers may
state their needs and wants but act otherwise. They may not be in touch with
their deeper motivations. They may respond to influences that change their mind
at the last minute.
BRAND :
Branding has been around for centuries as a means to distinguish the
goods of one producer from those of another. In fact, the word brand is derived
from the Old Norse word brandr, which means "to burn," as brands were and
still are the means by which owners of livestock mark their animals to identify
them. According to the American Marketing Association (AMA), a brand is a
"name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition."
Thus, the key to creating a brand, according to the AMA definition, is to
be able to choose a name, logo, symbol, package design, or other attribute that
identifies a product and distinguishes it from others. These different components
of a brand that identify and differentiate it can be called brand elements. Brand
elements come in many different forms. For example, consider the variety of
brand name strategies that exist. In some cases, the company name is essentially
used for all products (e.g., as with General Electric and Hewlett-Packard). In
other cases, manufacturers assign individual brand names to new products that
are unrelated to the company name (e.g., as with Procter & Gamble and their
Tide, Pampers, Iams, and Pantene product brands).
Definition :
An identifying symbol, words, or mark that distinguishes a product or company
from its competitors. Usually brands are registered (trademarked) with a
regulatory authority and so cannot be used freely by other parties. For many
products and companies, branding is an essential part of marketing.
Branding:
Definition
Entire process involved in creating a unique name and image for a product (good
or service) in the consumers' mind, through advertising campaigns with a
consistent theme. Branding aims to establish a significant and differentiated
presence in the market that attracts and retains loyal customers.
Brand awareness :
Brand awareness is a marketing concept that refers to a consumer knowing of a
brand's existence; at aggregate (brand) level it refers to the proportion of
consumers who know of the brand.
Brand equity :
Brand equity refers to the marketing effects or outcomes that accrue to a
product with its brand name compared with those that would accrue if the same
product did not have the brand name [1][2][3][4]. And, at the root of these marketing
effects is consumers' knowledge. In other words, consumers' knowledge about a
brand makes manufacturers/advertisers respond differently or adopt
appropriately adept measures for the marketing of the brand
Brand Strategy :
A plan that employs a unique set of design tools - logo, palette, typefaces,
formats,
images, and language - created for an organization and applied to all its
communication tools: annual report, letterhead, business cards, packaging, .
Brand Awareness :
Brand awareness consists of brand recognition and brand recall performance.
Brand recognition relates to consumers ability to confirm prior exposure to the
brand when given the brand as a cue. In other words, brand recognition requires
that consumers can correctly discriminate the brand as having been previously
seen or heard. For example when consumers go to the store, is it the case that
they will be able to recognize the brand as one to which they have already been
exposed. In other words brand recall requires that consumers correctly generate
the brand from memory when given a relevant cue. For example, recall of
Kellogg's Corn Flakes will depend on consumers ability to retrieve the brand
when they think of the cereal category.
Brand Image :
A positive brand image is created by marketing programs that link strong,
favorable and unique associations to the brand in memory. The definition of
customer-based brand equity does not distinguish between the source of brand
associations and the manner in which they are formed; all that matters is the
resulting favorability, strength and uniqueness of brand associations. This
realization has important implications for building brand equity. Besides
marketer-controlled sources of information brand associations can also be
created in a variety of other ways: by direct experience; from information
communicated about the brand from the firm or other commercial or non
partisan sources.
OPERATIONAL DEFINITIONS OF THE CONCEPTS :
Brand: A brand is a name, term, symbol, design, or other feature that identifies
one seller’s good or service as distinct from those of other sellers.
Brand Name: A brand name is that part of a brand that can be spoken,
including letters, words, and numbers; a brand name is often a product’s only
distinguishing characteristic
Brand Loyalty: Brand loyalty is a customer’s favorable attitude toward a
specific brand, which affects the likelihood of consistent purchase of this brand
when the need arises for a product in this product category.
OBJECTIVE OF THE STUDY
· To make a thorough understanding of Branding & its significance in
increasing the sales of the organization.
· Detail study about evolution of biscuits & its process.
· Growth & future prospects of FMCG-Biscuits segment in India economy.
· To know about Parle & Britannia Company & their growth in Indian
market.
· To Conceptual analysis the Glucose Biscuits brand strategy.
· To study the factors influencing brand decision.
· To study the impact of the price increase of 100-gram Parle-G on 100-
gram Britannia Tiger.
· To understand the market potential of Britannia Tiger biscuits.
· To know different Britannia products which both domestic & International
brand.
LETERATURE REVIEW
Fast Moving Consumer Goods
FMCG Industry :
FMCG are products that have a quick shelf turnover, at relatively low cost and
don't require a lot of thought, time and financial investment to purchase
• ‘Fast Moving’ is in opposition to consumer durables such as kitchen
appliances that are generally replaced less than once a year.
• Three of the largest and best known examples of Fast Moving Consumer
Goods companies are Nestlé, Unilever and Procter & Gamble.
• The Indian FMCG sector is an important contributor to the country's GDP.
It is the fourth largest sector in the economy and is responsible for 5% of
the total factory employment in India .
• This has been due to liberalization, urbanization, increase in the
disposable incomes and altered lifestyle.
• . The lower-middle income group accounts for over 60% of the sector's
sales. Rural markets account for 56% of the total domestic FMCG
demand.
RESEARCH METHODOLOGY
RESEARCH DESIGN
“The research design is the conceptual structure with in which research is
conducted it consist the blue print of the collection measurement and analysis of
data.”
In that project the research design was adopted for the “Descriptive
research study” the exploratory research studies are also termed as formulate
research studies. The main purpose of such studies is that of formulating a
problem for more precise investigation or of developing the working hypothesis
from an operational point of view
The main purpose of the study was to tell the consumer perception in ‘A .
The major emphasis was on the discovery of the ideas and opinions of the
consumers at different levels in the existing environment.
Two methods that are used for the study are:
1. The survey of concerning literature.
2. The experience study.
SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researcher would adopt
in selecting items for the sample. The sample design is determined before data
are collected.
The sampling used for the study is “Convenience Sampling”. Under this
sampling design every item or the universe has equal chance or inclusion in the
sample because this is Consumers’ Perception survey, so we give each person at
any place an equal probability of getting into the sample.
The PARLE- G & BRITANNIA Biscuits of random sampling are:
1. It gives each element in the population an equal probability of getting into
the sample; and all choices are independent of one another.
2. It gives each possible sample combination an equal probability of being
chosen.
DATA COLLECTION
TYPES OF DATA
In the survey two types of data are collected:
1. Primary data: These data’s are those which are collected for the first time
and therefore original in nature.
Secondary data: Data, which have already been collected by someone else and
hence passed through the statistical process.
DATA SOURCE
· PRIMARY DATA COLLECTION
For the collection of the primary data following methods were used:
1. Interview method: Personal interviews of the customers are taken at
different levels to get their opinions and suggestions. And the interview
was structured in nature.
2. Questionnaire method: Structured questionnaire on the basis of
information collected from different sources. The questionnaire contains
both open and ended questions.
· SECONDARY DATA COLLECTION
Secondary data were collected from the following sources:
a. Books related to topic
b. Organization documents
c. Magazines
d. Websites
DATA APPROACHES
Stratified Random Probability Sample Selection Method.
· Research Instrument
Questionnaire
Focus Group
Observation
Direct Method
MECHANICAL INSTRUMENT:
Telephonic Method
POPULATION:
Sampling Unit: Customer Preference towards Parle-G & Britannia
Sample size : Approximate 100
· Sample Selection Procedure : Probability
· Contact Method
Direct method
Telephone
· STATISTICAL TOOLS USED
Statistical tools used in the project study are:
Graph.
FINDINGS & ANALYSIS
Q.1 What brands of biscuits do you store in your shop?
(a) Parle- G (b) Britannia
Interpretation :- This graph shows that 70% Customers stored Parle-G Biscuits
in our shop, 30% Customers stored Britannia Biscuits.
Q.2 Which of these brands sell the most?
(a) Britannia bourbon (b) Parle hide n seek (c) Any other
Interpretation :- This graph shows that 30% Customers likes Britannia
Bourbon Biscuits, 50% Customers likes Parle hide n seek Biscuits and 20%
Customers likes Any other Biscuits.
Q.3 What are the other Brands of Chocolate Biscuit you prefer?
(a) Hide & Seek (b) Bourbon (c) Goody Chocolate Cookies
Interpretation :- This graph shows that 25% Customers prefer Hide n seek
Brands of Chocolate Biscuit, 35% Customers prefer Bourbon Brands of
Chocolate Biscuit and 40% Customers prefer Goody Chocolate Cookies Brands
of Chocolate Biscuit.
Q.4 How many packets of Biscuits do you eat per Week in a Month?
(a) 1-3 (b) 4-6 (c) 6-9
Interpretation :- This graph shows that 30% Customers eat 1 to 3 Pakets, 40%
customer eat 4 to 6 Packets 40% & 30% customers eat 6 to 9 Packets.
Q.5 Which Chocolate Flavors you preferred?
(a) Sweet Chocolate Bitter (b) Chocolate Chips
Interpretation :- This graph shows that 60% Customers preferred Chocolate
Flavors of Sweet Chocolate Bitter and 40% Customers preferred Chocolate
Flavors of Chocolate Chips.
Q.6 Would you like having Biscuit with egg flavour?
(a) Yes (b) No
Interpretation :- This graph shows that 55% Customers would like Biscuit with
egg flavor and 45% Customers would not like Biscuit with egg flavour.
Q.7 Which company is reliable in your parameter?
(a) Branded (b) Local
Interpretation :- This graph shows that 70% Customers with satisfy of branded
company is reliable in our parameter and 30% Customers with satisfy of Local
company is reliable in our parameter.
Q.8 Any other comments? Do you like Biscuits?
(a) Taste (b) Energy
Interpretation :- This graph shows that 45% Customers likes biscuit for Taste
and 55% customer likes biscuit for energy.
Q.9 Which company issues the best policies according your pocket?
(a) Branded Company (b) Local Company
Interpretation :- This graph shows that 60% Customers opinion branded
company issues the best policies according your pocket and 40% Customers
opinion Local company issues the best policies according your pocket
Q.10 Which company provides you good service?
(a) Britannia (b) Parle - G (c) Any other
Interpretation :- This graph shows that 35% Customers opinion Britannia
company provides good service, 45% Customers opinion Parle-G company
provides good service and 20% Customers opinion other company provides
good service.
CONCLUSION
Opportunity is always knocking, goes a splinter thought of the popular
aphorism. The trick is to open the door every time it knocks. It clearly indicates
that the price increase of 100-gram Parle-G glucose biscuits is a very good
opportunity for Britannia to achieve its objective of making the company’s Tiger
glucose biscuit brands the number one in the glucose biscuit segment. Though
the 50-paisa price increase of the 60-year-old 100-gram Parle-G brand seems to
be a major price change, it has been found to be very significant for the just 7-
year-old Britannia Tiger brand. The research of the company show that the 50-
paisa price increase of 100-gram Parle-G brand has really added an appreciable
percentage of the glucose biscuit consumers to Britannia’s 100 gram Tiger brand
customer segment and also a notable percentage is likely to be added to it. The
major reason that has driven Parle-G customers to change their brand was found
to be the 50-paisa increase in the price of Parle-G, thereby indicating the price
sensitivity of the customers.
In the case of Parle-G brand, the researcher found that it’s the taste, which
contributed towards the customers brand loyalty. Parle-G’s long presence in
the market didn’t have much impact on the consumers brand choice, rather it
was the taste that deferred customers from switching to the other brands of
glucose biscuits. The Parle-G customers are not against consuming the Tiger
brand provided they get the same quality taste as that of the Parle-G brand.
They pointed out that the Tiger brand has a little lower milky taste and is a
little sweeter than it should be. Thus, the company must maintain the price
and concentrate on the brand taste to take maximum advantage of this
opportunity. Also, marketing efforts are required to make the consumers
aware of the brand’s price and make them more of nutrition-conscious so that
they can understand the ‘Glucose H-Force Biscuit’ concept.
· There is high awareness level of different Parle-G Biscuits amongst the
retailers.
· From the survey of 100 retailers in Moradabad City it was noticed that in
most of the retailers are keeping Parle-G Biscuits other brands also occupy a
major share.
· Market Share of Parle-G Biscuits is more than its competitors.
* Brand awareness for Parle-G Biscuits is very high.
* There is significant high brand loyalty for Britannia Biscuits among the
consumer.
* Most of the retailers were complaining about the fewer profit margins.
* Most of the retailers were complaining about that there was no sort of credit
given in the era of credit.
SUGGESTIONS
· Conjunction problem should be solved as soon as possible for every
service provider because the consumer are suffering from the service
provided by the company.
· Time to the company must provide bonanze to their consumer.
· All rights should be reserved by the company.
· The rules provided by the company should be flexible according to
customer requirement.
LIMITATIONS
Ø Relevance : The data may not fit into the needs of investigation. There
may be difference in the units of measurement, there may be surrogate
data, discrepancy of class & data may pertain to some other period of
time.
Ø Difficulties in the identification of the source.
Ø Difficulty to find secondary data that exactly the needs of some specific
research investigation.
Ø Error may be there in recording or transferring information from
secondary sources.
Ø The facilities or capabilities of the agency that originally collected the data
might be questionable.
BIBLIOGRAPHY
BOOKS:
Ø Marketing Management by Philip Kotler (Prentier Hall of India Pvt Ltd)
Ninth Edition.
Ø Essentials of Marketing Management by Reddy and Appanaih (Himalaya
Publishing House) Ninth edition.
Ø Consumer behavior by R Nair (Himalaya Publishing House) Third Edition.
Ø Keeping Customer Happy by Jacqueline Dunckel and Brian Taylor (Jaico
Publishing House) Second Edition.
Ø Essentials of marketing Management by S A Sherlaker (Himalaya Publishing
House) Twelfth Revised and Enlarged Edition Reprint.
NEWS PAPERS:
Ø THE ECONOMIC TIMES
Ø THE TIMES OF INDIA
Ø THE BUSINESS STANDARD
Ø THE INDIAN EXPERESS
MAGAZINES:
Ø BUSINESS INDIA
Ø INDIA TODAY
Ø BUSINESS WORLD
INTERNET WEBSITES:
Ø www.britanniaindustries.com
Ø www.parlebiscuits.com
QUESTIONNAIRE
Q.1 What brands of biscuits do you store in your shop?
(a) Britannia (b) Parle- G
Q.2 Which of these brands sell the most?
(a) Britannia bourbon (b) Parle hide n seek (c) Any other
Q.3 What are the other Brands of Chocolate Biscuit you prefer?
(a) Hide & Seek (b) Bourbon (c) Goody Chocolate Cookies
Q.4 How many packets of Biscuits do you eat per Week in a Month?
(a) 1-3 (b) 4-6 (c) 6-9
Q.5 Which Chocolate Flavors you preferred?
(a) Sweet Chocolate Bitter (b) Chocolate Chips
Q.6 Would you like having Biscuit with egg flavour?
(a) Yes (b) No
Q.7 Which company is reliable in your parameter?
(a) Branded (b) Local
Q.8 Any other comments? Do you like Biscuits?
(a) Taste (b) Energy
Q.9 Which company issues the best policies according your pocket?
(a) Branded Company (b) Local Company
Q.10 Which company provides you good service?
(a) Britannia (b) Parle-G (c) Any other
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