Bil Project

Comparative Analysis of Sales for Bakery Products (BIL, Parle & ITC in Aurangabad city)

G.H.Raisoni Institute of Engineering and Management.

Jalgaon(425002)

CERTIFICATE

This is to certify that Mr Sagar Nyati presently studing in second year of MBA first year has successfully completed Summer internship program at Britannia India ltd Aurangabad Division from 1st June to 30thJuly 2010.

Guide

Mr Makrand Watt

Acknowledgement

It gives us a great pleasure in acknowledging the help extended by our teachers and other supporting staff members. I record my heartfelt gratitude to our guide Mr Makrand Watt and staff of Britannia India Ltd which supported me specially Mr G.B.Gajare, Mr Dalvi, Mr Sunil Khatod and Mr Ashish for supervising us with care and zeal throughout the course of work.

I am especially thankful to Britannia India ltd managing staff & GHRIEM teaching staff for it valuable encouragement and guidance.it was a learning experience for me to work with BIL for its study project on comparative analysis of sales for bakery product in Aurangabad city Maharashtra.

Abstract

Comparative study of sales analysis for bakery product of BIL, ITC & Parle is the method to check out the market share, market status & market value of product of respective organization. Here study of Britannia India Ltd, ITC & Parle is taken into consideration for performing Comparative analysis. BIL is widely known brand in bakery products all over india considered for analysis with parle & ITC major competitor of BIL. It was learning experienced for me to analyse such a fine operating unit of Britannia India Ltd working together with Surbhi Agency Aurangabad.

Learning and working with innovation is important but development is worthwhile for growth of industry or organization this can be brought with analysis of Market. It ensures that it cannot be perfect without practical knowledge, hence practical knowledge is important for management student. It included the detail study of operations carried by BIL ltd incorporating me in the market analysis.

Complete market study & Analysis for bakery products is described in detail further.

Index

CHAPTER I - Introduction

CHAPTER II - Profile of the Organisation

CHAPTER III - Research Methodology

CHAPTER IV - Literature Review

CHAPTER V - Data Analysis

CHAPTER VI - Conclusion

CHAPTER I Introduction

Britannia Industries Limited is an Indian company based in Kolkata that is famous for its Britannia and Tiger brands of biscuit, which are highly recognised throughout the country. Britannia is one of India’s leading biscuit firms, with an estimated 38% market share.

The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes and Dairy products.

The Britannia's fame is largely acknowledged through the colourful Britannia logos that Indian cricketers such as Virender Sehwag and Rahul Dravid wear on their bats.

Reason behind selecting this products & Brand -

The association of our product, biscuits is an age long narration. A snack or starvation, picnic or just time pass munching, biscuits have always been a part of it.In today’s innovative and competitive scenario, biscuit industry still manages to hold a stand in the market and creates its visibility amongst all commodities.

The brands play on our minds emotionally, as we have a childhood involvement. Amongst the brands of biscuits, the image of Britannia furnishes to our perceived mind set. The other essential basis of choosing the biscuit industry and referring to Britannia as a brand, are as per their established appeal in the market, its market share and awareness.

H I S T O R Y

“Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits, but do they know how biscuits began?”

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.

Therefore 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. 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. 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.

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. The States that have a 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 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. 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!

Objective of the proposed study

1)To study the biscuit market in India (industry analysis)

2)To study the consumption pattern of consumers (Age wise consumption pattern)

3)To study the buying behavior of consumers keeping in mind the various attributes of the product.

4)Enumerate the product mix of Britannia and its consumption with competitive brands on aspects like Price ,Taste, Crispness, Size, Freshness ,Color Flavor

5) To study the dealers perception of the brand (Britannia) and others prospects of supply chain, packaging of the product ,segmentation & Consumer Study

CHAPTER IIProfile of the Organisation

COMPANY VISION

1)To be one of the best biscuit and baked snack producers

in Europe.

2)To produce innovative products for an ever changing

markets.

3)Healthy biscuits and snacks using finest ingredients.

Industry Overview

The Indian biscuits' market is estimated to be 1.1 million tonnes per annum and valued at over Rs 50 billion. India is known to be the second largest manufacturer of biscuits, the first being USA. It is classified under two sectors: organized and unorganized. The present biscuits-bakery sector in India looks like a battlefront. The battle being led by stalwarts like Britannia and Parle with close competition from other companies like ITC, Nutrine, HLL Kissan, Kwality and even international brands like Kellogs, Nestle, Sara Lee and United Biscuits.The biscuit segment has developed with large markets of mass consumption covering over 90% of the overall potential market. The country comprises of huge unorganized sector. Biscuits market on an average grew at 8% per annum in the last five years. The rural penetration of the branded biscuits segment is also significant. Towns with populations of less than a lakh contribute significantly to the industry's turnover, with some estimates placing it at 40%. However, rural markets largely consume lower-priced varieties, and it is here that branded biscuits meet with stiff competition from the unorganized sector. The unorganized sector in the biscuits segment does exert pressure on the pricing policies of the organized players. But only up to a point since the penetration of brands in this business even in the rural areas is fairly significant. Therefore, the value

for only the branded business segment is more indicative of the industry's competitive pressures.

Three domestic players, Britannia, Parle and ITC, have thus far dominated the market—with an average annual growth of 10-12%. According to the Federation of Biscuit Manufacturers of India (FBMI),

60% of the total market is organized and the rest—unorganized. As per a research conducted in 2006 though ITC was able to increase its market share by a significant percent, Britannia still is the leader with highest volume of sales and value market share. Researcher says that Parle has been Britannia’s toughest competitor. The biscuit market in India still has lot of room for expansion from the existing players and the new entrants.

Com pany Overv iew

The story of one of India's favourite brands reads almost like a fairy tale. Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Britannia mechanised its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces.

As time moved on, the biscuit market continued to grow… and Britannia grew along with it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark dynamic strides. In 1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate

identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'.

Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognised for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand.

Today, more than a century after those tentative first steps, Britannia's fairy tale is not only going strong but blazing new standards, and that miniscule initial investment has grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. The company's offerings are spread across the spectrum with products ranging from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-third of India's one billion population and a strong management at the helm means Britannia will continue to dream big on its path of innovation and quality. And millions of consumers will savour the results, happily ever after.

Profile

Registered Office 5/1 A, Hungerford Street Kolkata - 700017, WB

Phone: 91-33- 22870505

Fax: 91-33-22872501

Website: www.britannia.co.in

Management Details Chairperson - N N Wadia Managing Director - V Bali

Directors - K Dadiseth, A Deb, S Gerlich, A K Hirjee, Philippe - Loic Jacob, N N Kampani, S S Kelkar, P Khanna, J N Wadia, Francois-Xavier Roger

Business Operation Biscuits, bread, cakes, dairy products

Background Britannia Industries Ltd (Britannia) was established in 1892 in Kolkata, WB as a biscuit manufacturing company. The company is now jointly held by the

Wadia Group and Groupe Danone. Britannia manufactures bakery products including biscuits, bread, and cakes, and also dairy products like

cheese and milk powder.

Business Profile Britannia manufactures diary products from its plants located in Kolkata, Delhi, Chennai, Mumbai, and Rudrapur. The company has a total installed capacity of 163,500 MT of biscuits and protein foodstuffs. Key brands include Tiger, Good Day, Milk Bikis, Treat, and Marie. In FY07 the company launched new brands; 50:50 Chutkule, Treat Fruit, Rollz, NutriChoice Digestive, and renovated Milk Bikis, Chota Tiger, and Chocolate Cream in the Tiger range. Further in 2008, the company launched iron fortified Tiger' biscuits,'Good Day Classic Cookies', Low Fat Dahi and renovated 'MarieGold'.

In 2007, biscuits and high-protein food achieved a y-o-y production increase of 23% and 26%, respectively. During FY07, the bread, cake, and rusk business grew by 54% y-o-y. Britannia exports its products to countries in the

Middle East and to USA, Ghana, and Singapore. It has a JV in New Zealand to undertake marketing of dairy products. In 2007, Britannia formed a JV with Khimji Ramdas Group to set up two bakery product companies in the Middle East. The company acquired 70% stake in Strategic Foods

International LLC in Dubai and in Oman-based Al Sallan Food Industries Co SAOG. During 2007, Britannia formed a strategic alliance with a Bangalore-based company, Daily Bread. This alliance will provide products under the brands Daily Bread and Deluca’s.

Company Secretary

Bankers

Auditors

V Madan

SBI, SCB, ABN, Citibank, HSBC,

HDFC Bank, ICICI Bank, Indian Bank ,

Bank of America, Deutsche Bank

Lovelock & Lewes

C O N T A C T S

The Company's plants are located in Mumbai, Kolkata, Delhi, Chennai and Uttarakhand.

Contact Britannia

Registered Office

5/1/A Hunger ford Street,

Kolkata - 700 017

West Bengal

Ph: 033 - 2287 2439 / 2287 2057 Fax: 033 - 2287 2501

Executive Office Britannia Gardens,

Airport Road, Vimanapura,

Bangalore - 560 017 Ph: 080 - 6692 8000

Fax: 080 - 2526 3265 / 2526 6063

Research and Development

191, MTH Road, Padi, Chennai - 600 050 Tamil Nadu

Ph: 044 - 2625 4427 Fax: 044 - 2625 8563

Mumbai Office Neville House, 1st Floor

Currimbhoy Road, Ballard Estate, Mumbai - 400 001

Maharashtra

Board of DirectorsName DesignationMr. Nusli Neville Wadia ChairmanMs. Vinita Bali Managing DirectorMr. A.K.Hirjee DirectorDr. Ajai Puri DirectorMr. Avijit Deb DirectorMr. Jeh N Wadia DirectorMr. Keki Dadiseth DirectorMr. Nasser Munjee DirectorMr. Nimesh N Kampani DirectorMr. Pratap Khanna DirectorMr. S.S.Kelkar DirectorManaging TeamGAUTAM BANERJEE - General Manager – MaterialsASHOK KUMAR GUPTA - General Manager - Accounts & PlanningR K AGRAWAL - Supply Chain Director for New Business DevelopmentR S SUBRAMANIAM - General Manager - Manufacturing, Engineering andProjectsANURADHA NARASIMHAN - Category Director - Health & WellnessSHALINI DEGAN - Category Director - Delight & LifestyleT S VENKETRAM - General Manager - Manufacturing DevelopmentBALAJI REDDIPALLI - Head ReplenishmentR. ANAND - Business Operations DirectorJEHANGIR TANKARIWALA - General Manager - Human ResourcesVINOD MENON - Head of BNZFSHRIDHAR PANSHIKAR - National Sales ManagerPURNENDU ROY - Head of R&DP. GOVINDAN - Company Secretary & Head of LegalDr. K.N. SHASHIKANTH - Corporate Quality Assurance Manager

Milestones of Britannia1892The Genesis - Britannia established with an investment of Rs. 295 inKolkata1910Advent of electricity sees operations mechanised1921Imported machinery introduced; Britannia becomes the first company Eastof the Suez to use gas ovens1939 - 44Sales rise exponentially to Rs.16,27,202 in 1939During 1944 sales ramp up by more than eight times to reach Rs.1.36crore1975 Britannia Biscuit Company takes over biscuit distribution from Parry's1978Public issue - Indian shareholding crosses 60%1979Re-christened Britannia Industries Ltd. (BIL)1983Sales cross Rs.100 crore1989The Executive Office relocated to Bangalore1992BIL celebrates its Platinum Jubilee1993Wadia Group acquires stake in ABIL, UK and becomes an equal partnerwith Groupe Danone in BIL1994Volumes cross 1,00,000 tons of biscuits1997Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to newmission: 'Make every third Indian a Britannia consumer'BIL enters the dairy products market1999"Britannia Khao World Cup Jao" - a major success! Profit up by 37%2000Forbes Global Ranking - Britannia among Top 300 small companies2001BIL ranked one of India's biggest brandsNo.1 food brand of the country

Britannia Lagaan Match: India's most successful promotional activity of theyearMaska Chaska: India's most successful FMCG launch2002BIL launches joint venture with Fonterra, the world's second largest dairycompanyBritannia New Zealand Foods Pvt. Ltd. is bornRated as 'One amongst the Top 200 Small Companies of the World' byForbes GlobalEconomic Times ranks BIL India's 2nd Most Trusted BrandPure Magic -Winner of the Worldstar, Asiastar and Indiastar award forpackaging2003'Treat Duet'- most successful launch of the yearBritannia Khao World Cup Jao rocks the consumer lives yet again2004Britannia accorded the status of being a 'Superbrand'Volumes cross 3,00,000 tons of biscuitsGood Day adds a new variant - Choconut - in its range2005Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popularchant!Britannia launched 'Greetings' range of premium assorted gift packsThe new plant in Uttaranchal, commissioned ahead of schedule.The launch of yet another exciting snacking option - Britannia 50-50Pepper Chakkar2007Britannia industries formed a joint venture with the Khimji Ramdas Groupand acquired a 70 percent beneficial state in the Dubai-based StrategicFoods International Co. LLC and 65.4% in the Oman-based Al Sallan FoodIndustries Co. SAOG.2008Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day ClassicCookies', Low Fat Dahi and renovated 'MarieGold'.

2009

2009

Britannia NutriChoice Nature Spice Crackers launched - Your favorite Cream Crackers, now made even more exciting with the addition of "Sabut" Ajwain and Jeera spices. Britannia takes full control of Daily Bread.Britannia-Fonterra joint venture dairy business restructured. Britannia

acquires entire stake of Fonterra BNZF name changed to Britannia Dairy Pvt. Ltd.Recognizing the changing global trends & health benefits of removing transfats, Britannia is the first Bakery brand in India to remove transfats from its products.

Wadia Group acquired stake holdings from Group Danone and becomes the single largest shareholder in BIL.

2010 2010

Britannia NutriChoice launches a New Year pack - the Health Starter Kit. Created for everyone who makes New Year resolutions and doesnt follow through. The Health Starter Kit contains 1 pack each of NutriChoice Hi-Fiber Digestive, NutriChoice 5 Grain, NutriChoice Nature Spice Cracker bundled together with a Fit Sip Sipper and a fitness chart. All this only for Rs 100.

Different Products Of Britannia CompanyGLUCOSE BISCUITS• TIGER• CHOTA TIGER• TIGER CHAI BISKOOT• TIGER ROSEMILK CREAM• TIGER BRITA ENERGY POPS• TIGER CHOCLATE CREAM• TIGER ORANGE CREAM• TIGER COCONUT ENERGY• TIGER ELAICHI CREAM• TIGER KESAR CREAM• TIGER BANANA

CREAM BISCUITS• TREAT CHOCO GELO• TREAT APPLE PUNCH• TREAT FLAVOURED TANGY ORANGE• TREAT STRAWBERRY FLAVOURED SURPRISE• BOURBORN TREAT• TREAT ELAICHI FON• TREAT JIM JAM• TREAT MANGO MISCHIET• TREAT MASTI ORANGE

• TREAT PINEAPPLE PRANK• TREAT DELICIOUS DATES

NUTRI CHOICE• NUTRI CHOICE 5GRAINS• NUTRI CHOICE DIGESTIVE• NUTRI CHOICE CREAM CRACKER• NUTRI CHOICE THIN ARROWROOT• NUTIR CHOICE SUGAROUT CHOCLATE• NUTRI CHOICE SUGAROUT LITETIME• NUTRI CHOICE SUGAR OUT ORANGE CREAM

MARIE BISCUITS• MARIE GOLD• VITA MARIE GOLD

MILK BISCUITS• MILK BIKIS• MILK BIKIS CREAM

GOOD DAY BISCUITS• GOOD DAY CHOCONUT• GOOD DAY BUTTER SCOTCH• GOOD DAY HONEY & RAISIN• GOOD DAY CHOCLATE CHIP• GOOD DAY RICH BUTTER COOKIES• GOOD DAY RICH CASHEW COOKIES• GOOD DAY RICH PISTA BADAM

50-50 BISCUITS 50-50 50-50 Maska Chaska Pepper ChakkerLITTLE HEARTS• LITTLE HEARTS CLASSICPURE MAGIC• PURE MAGIC

The total environment of business, for our purposes, include six factors, viz., political – legal, economic, socio – cultural, technological, global and natural. From the above six environments we have chosen three environments viz., GLOBAL, POLITICAL and ECONOMIC ENVIRONMENTS.

Raymond Vernon had introduced a product-cycle theory in late 1960s, but this theory is still relevant till today. This theory explains that how companies go global. Initially, small scale companies produce attractive products and sell them in their home markets. Sooner or later, foreigners come to know about these products. As the popularity of these products increases they start exporting them abroad. As the foreign demand grows, the economies of foreign production changes. Eventually, the company starts setting up their own plants globally. In this manner various companies go global.

Managerial practice adopted by BIL:

Japanese organization

1) Life time employment

2) Slow evaluation and promotion

3) Non-specialized career paths

4) Collective decision making

5) Collective responsibility

They have already adopted the technique of 5’s which most companies adopt viz., Seiri, Seiton, Seiso, Seiketsu, Shitsuke.

Positive points of BIL:

Over the years, BIL has grown to become a multi-million US Dollar company. Many of the BIL products – biscuits are market leaders in their category.

Today, BIL enjoys approx 35% share of the total biscuit market and a 15% share of the total confectionary market, in India. The BIL Biscuit brands, enjoy a strong imagery and appeal amongst consumers.

Be it a big city or a remote village of India, the BIL name symbolizes quality, health and great taste! And yet, we know that this reputation has been built, by constantly innovating and catering to new tastes.

In this way, by concentrating on consumer tastes and preferences and emphasizing Research & Development, the BIL brand grows from strength to strength.

Negative points of BIL:

HLL and ITC’s entry into biscuits will affect BIL

After testing the waters with niche offerings in untapped segments of the biscuit market, heavyweights Hindustan Lever and ITC have now forayed into the mass biscuit market. While ITC has launched its glucose brand, Sunfeast, HLL has decided to differentiate its product, Modern ‘Energy’ Biscuits, by using wheat and soya as ingredients. Importantly, both ITC’s and HLL’s new offerings are priced at Rs 4 for a 100 gram pack, the same level as Parle G and Britannia’s ‘Tiger’ glucose biscuits.

Given HLL’s and ITC’s massive distribution reach, this new development would clearly have a significant impact on the market shares of both Parle and Britannia. In case the taste of the new products do not go down very well with consumers, the already established players may get some breathing space, but it will be only a matter of time before that gets corrected and the pressure will soon be back on. Structurally, the entry of players such as HLL and ITC in the mass biscuit market is bound to affect the dominance of Britannia in the biscuits market. What’s more, competition from regional players such as Surya Foods, known for its ‘Priya Gold’ range of biscuits, has also increased. It certainly doesn’t help that the company has just had a change in leadership.

Further, since the company has hived-off its dairy division, overall growth rates would clearly be lower than what investors have been used to for a while. As far as profitability goes, much depends on the company’s ability to further reduce costs, unless there is a further reduction in excise rates. Given the increase in competition, taking price hikes may still be some time away. In such a scenario, Britannia’s long-term growth rate would turn out to be much lower than earlier estimates. It’s no wonder then that the stock has underperformed the market and peers in the FMCG sector by a

huge margin during the current rally. The stock still gets a discounting of around 14 times FY04 earnings, which, considering that growth rates will drop, gives the feeling that the stock’s underperformance will continue.

ITC Ltd has posted a 21.8% rise in net profits to Rs 323.51 crore for the October-December 2002 quarter (Q3) compared to the corresponding period of the previous fiscal. Net sales during the quarter was reported at Rs 1,647.60 crore, up 12.2% over the corresponding of the previous period.

In the nine months ended December 2002, ITC’s net profits were up 16% to Rs 1,047.93 crore.

ITC said: "The company’s corporate strategy aims at creating multiple drivers of growth anchored on its core competencies."

Its current focus is nearly exclusively on four business groups: FMCG, hotels, paperboards, paper & packaging and agri-business.

CHAPTER III Research Methodology

Objective of the proposed study1) To study the biscuit market in India (industry analysis)2) To study the consumption pattern of consumers (Age wise consumption

pattern)3) To study the buying behavior of consumers keeping in mind the various

attributes of the product.4) Enumerate the product mix of Britannia and its consumption with

competitive brands on aspects likea) Priceb) Tastec) Sized) Freshnesse) Flavorf) To study the dealers perception of the brand (Britannia) and others prospects

of supply chain, packaging of the product,segmentation etc.DATA COLLECTION1. Data collection through personality administrated structured Questionnaires.2. Sampling DecisionsSAMPLING PROCEDURE :Retailer Survey - Convenient sampling is done.

DISTRIBUTION NETWORK OF BRITANNIABISCUITS -

MANUFACTURER↓

C & AGENTS↓

SUPER STOCKISTS↓

STOCKISTS↓

RETAILERSData was collected for analysis with help of questionnaire made considering in account various parameters for marketing the product & to realize its market value. the study was made with objective to analyse the sale of BIL & other major competitor considering reasons like age group of society & kind of locality where product is sold. Best example can be put further is that area where educational institute are present shows good sale of due to brand awareness & specially good demand for Britannia good day whereas in the area surrounded with low income source families have more preference for low price biscuits of BIL & its competitor.

Total sales for last 10 days were collected from retailers for ITC, Parle & BIL products in Aurangabad city covering all regions during field work period. Mainly project targeted to collect the sales data from various zone of Aurangabad city to find the various reasons which affects the sales of product & factor affecting sale of the project. Majorly two main factor affecting the sales is brand & taste consciousness & other is willingness to pay the charge for needed product or to find substitute for the need within the budget. This is found in the Zone where cost plays important role in the sale of the product. Information was collected from retailer as it is the last point from where product is being delivered to customer Which give best idea of sale of the product & choice of the public & various parameters on

which sales of the product depend rather than high publicity or marketing of the product.

Liability of data depends on information provided by retailer whereas information can be cross checked with order placed by him towards stockiest.whole population was considered all over the Aurangabad for analysis as all regions of city was covered. Feedback & suggestions of customer was collected through retailers. Direct interaction was carried with customer concern with their objective towards product.

Some observations - BIL has better Diversified product range, Extensive distribution network. Low and mid price range & Catering to mass, better understanding of consumer psyche. Dependence on retailers & grocery Stores for displaying diversified BIL Products on shelf, induce impulsive buy of BIL Products. Low per capita consumption is low, changing consumer preference due to entry of new brands, increasing demand for sugar free & Diet biscuit. Hike in cost of production due to hike In Raw material cost, increasing distribution cost & increasing Local bakery products.

CHAPTER IV

Literature Review

Marketing Marketing is a societal process by which individuals and groups obtain what theyneed and want through creating, offering and freely exchanging products andservices of value with others or other wise it is the process of planning andexecuting 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 thecompany's marketing efforts. It is the marketing approach to accomplish thebread objective of the marketing approach to accomplish the bread objective ofthe marketing plan. The various process of marketing strategy are given below.1. Selecting largest markets segmentation 2.Positioning3.Product4.Price5.Place6.Promotion7.Research and development 8.Marketing research

In detail -

1) Market segmentation and selecting target market - It is an effort to increase a company's precision marketing. The starting point ofany 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 down with an existing product. the well known products generally hold a distinctive position inconsumer'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 riskdisbelief 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 strongbrand image. It also helps in increasing the brand awareness. It includesadvertising, 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 into the market. The plan consists of three parts. The first part describes the targetmarket's size, structure and behavior. The second part out lines the plannedprice, distribution strategy and marketing budget for the first year. The third part

of the development describes the long run sales and profit goals and marketingmix strategy over time.

MARKETING MIX

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 SizesServicesWarrantiesreturns

MARKETING STRATEGY Marketing is not Euclidean geometry a fixed system of concept. Rathermarketing is one of the dynamic fields with in the management arena. Themarket faces continually a new challenge everyday and companies mustrespond to it positively. Therefore it is not surprising that new market idea keepsurfacing to meet new market place challenges.The market process is applicable to more than goods and services. Anythingrelated to market including ideas, events, policies, prices and personalitiescomes under market strategy. However it is important to emphasize opportunityin the market through market strategy.Following strategies adopted by the organization. A strong quality of the product and customer satisfaction: Customers always believe in good quality product. in my survey I found that inpercentage term more people is quality conscious and not price conscious.

Customer satisfaction is very important part of the organization that at any costthey have to fulfill.A growing relationship with customer and customer retention: Nowadays a good relation with customer is very important for organization. Saleis totally depending on the relation with the customers. Customer's retention isalso a major aspect for growing business. It means keep the old customer andtry to make new customer.Focus on competitors activity: Every organization should must be careful about it's competitors step, because they can disturb the growing sales process of the organization.

A growing emphasis on global thinking and local marketing planning:

Companies are increasing by pursuing market beyond their borders. When theyenter other countries they must follow the tradition of that country and also theymake plan for local market that which type of product has more demand and howcan it run in the market.Promotional Strategy :Under the market strategy promotional idea is very important. Organizationprovides some schemes or rebates to retailers or consumers. They makeadvertisement according to convenient of the people and the feature of theproduct.So on the basis of marketing strategy a organization runs in the market. It isseveral types of which makes helpful to increase sales and turnover of theorganization.

COMPETITORS Generally all organizations have competitors in the market. A particularorganization always comprises with other same business and according tomarket share we clarify the brand of product is giving more challenge to myproduct.I found many products which can be compared with Britannia Biscuit. As aconclusion I found that particularly in my provided area Britannia is really doingwell and its performance is on surprising level. During the field work and afterintensive study it was found that main competitor of Parle & Priyagold biscuits isBRITANNIA as the market leader.

When we compared with other businesses then we follow the quality, price,distribution system, promotional strategy etc. of the competitors Britannia in thisarea is doing well.So this is the comparison with other biscuits brands. According to our findings wefound that BRITANNIA is the market leader followed by BRITANNIA biscuits.These two biscuits companies the lion's share in the 2,200 crore biscuits industry.

CHAPTER V

Data Analysis

CONSUMER BUYING BEHAVIOR :Understanding the buying behavior of the target market is the essential task ofmarketing management under marketing concept. The consumer market consistsof all the individuals and households who buy or acquire good and services forpersonal consumptions. The buying behavior tries to find out the answers for thequestions, who buys? How do they buy? Where do they buy? Do they buy?(A) FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR There are four major factors that influence the buying behavior such as cultural factors, social factors, personal factors, and psychological factors. i)CULTURAL FACTORS: Culture is the most fundamental determinant of a person wants and behavior. Values, perceptions, preferences, andbehavior are the main variable under culture of an individual. Each culturecontains sub-culture like nationality, religious group, geographical area,and linguistic divisions etc.ii) SOCIAL FACTORS: A consumer behavior is also influenced by social factors such as the consumer reference group family and social roles and status. iii) PERSONAL FACTORS: A buyer decision is also influenced by his or personal characteristics, notably the buyers age, lifestyle, occupation, economic circumstances etc. iv)PSYCHOLOGICAL FACTORS: a person buying choice is also influenced by four major psychological factors such as motivation, perception, learning belief and attitudes.

(B) BUYING DECISION PROCESS It includes buying roles, types of buying and steps in buying process. I.BUYING ROLE

The buying role could be classified into four parts. These are initiator, influencer, decider and buyer. II. TYPES OF BUYING BEHAVIOR Consumer decision taking varies with the type of buying decision. There are fourtypes buying behavior such as Complex buying behavior, Habitual buyingbehavior, Variety seeking buying behavior.III. STAGES IN BUYING DECISION PROCESS Here are five stages in buying decision process namely problem recognition search, evaluation of alternatives purchase decision and past purchase behavior. NEED RECOGNITION The buying process starts with the buyer’s recognition of a problem of need. The buyer senses a difference between his actual state and desired state. INFORMATION SEARCH There are different sources from where a consumer can gather information like personal sources commercial sources, experimental sources. EVALUATION OF ALTERNATIVES After gathering information about different products the customer will be in a fussas to choose which product among the mainly alternatives consumer usuallyevaluate the alternatives on traditional basis, on the basis of utility function etc.from the many alternative consumers at last choose the best one for him.

PURCHASE DECISION A consumer who decides to execute purchase intention will be making up to five purchase decisions. POST PURCHASE BEHAVIOR After purchasing the product and services the consumer will experience somelevel of satisfaction or dissatisfaction with the product and services that willinfluence subsequent behavior. If consumer is satisfied he may show theprobability of buying the product the next time, satisfied customer will say goodthing about the product, proving the statement that "satisfied customer is the bestadvertisement.” A dissatisfied customer may take some action against it. Theymay try to reduce the dissonance by abandoning returning the product.Understanding consumer needs and buying process is the foundation of anycompany. By understanding how buyers go through problem recognition,information search evaluation of alternatives, the purchase decision and post

purchase behavior marketers can pick up many clues as to how to meet buyersneed.

MARKET POTENTIAL Market potential of the BRITANNIA is much positive in competitive era and willsure cover the maximum market share of biscuit product. Potentiality of anyproduct depends upon the futuristic performance of the product. it depends thathow much retailers have potentiality to be permanent seller of BRITANNIA.For great potentiality it is necessary to improve those factors which are going to effect retailers. In my study I found some factors which can help to cover great potentiality. These factors are following: • Scheme delivery should in perfect determining time. • Some places distributors not able to cover his particular area. That should be improved. • Scheme facility should be regular as much as possible. • Small pack also should be in the market. • Always collect the views of retailers. It gives psychological effect on the retailers about care ness by manufacturing company. These factors are very important for the organization. If company is able toimprove these all factors then definitely its market share will more increase.Retailers will take more interest to sell Britannia biscuit and customer will alsoenjoy for it.So potentiality is very high to Britannia biscuit in positive direction.

Here is data collected from retailers of Aurangabad –

1) Aw Name -Sanjay Mahskey

Town Name-Aurangabad

Route Name-Balaji NagarRs Sales

Sr No Dealer Name-Suhi Agn. Bil Parle ITC

1 Jodhapur Sweets 982.4 2000 0

2 Saibaba Daily Needs. 9077.15 1000 2000

3 Gurudev Gen. 2002.23 3000 800

4 S.S.D. Daily Needs. 4834.35 1500 300

5 Pavan Kumar Gen. 6615.7 2000 500

6 Ghansham Dairy 1382.61 1500 0

7 Anjali Kirana. 4339.33 2500 0

8 Om Kirana 1342.54 1400 400

9 Chintamani Prov. 1876.58 1800 0

10 Uday Prov. 3656.17 3200 600

11 Vishal Prov. 1548.85 4000 800

12 Shree Laxmi Prov. 3412.92 2000 400

13 Punam Supper Shop 1727.17 2300 300

14 Balagi Com. 1111.59 1400 200

15 Guru ganesh Supper shop 4382.24

16 Vaishnvi Prov. 1335.37 600 200

17 chintamani Supper Shop 3144.77 4500 1200

18 Sapana Prov. 1030.38 500 100

19 Mahesh Prov. 3022.55 4000 100

20 Yashawant Cornar 2174.57 4000 1000

21 balaji prov 777.22 2500 1000

22 sandeep milk 2757 4000 1000

23 vinod kirana 2156 3000 700

Total sales in Rs 64689.69 52700 11600

2) Aw Name -Raju

Town Name-Aurangabad

Route Name-ChavniRs Sales

Sr No Dealer Name-Surbhi Agen. Bil Parle ITC1 Prakash Provision 1115.4 2000 02 Azim Kirana 2873.74 6000 03 Ashish Cold dirnk 3840.11 6000 15004 Prem Privision 407.1 3000 10005 Sachin Medical 367.05 0 06 Royal Tobaco 4822.17 6000 15007 Agrawal Provision 5602 7000 10008 Deluxe Bekry 1155.18 0 09 Rafat Kirana 3204.76 4000 1800

10 Mohmad Kirana 4886.4 8000 300011 Apnna Kirana 2320.04 1000 012 Aadi Kirana 1507.75 2000 50013 Amir Kirana 1255.5 2000 60014 Rubi Biscit 1532.2 2000 60015 Famous Kirana 1048.41 3000 90016 Ali Kirana 1611.05 2000 017 Mathura Gen. 0 1000 30018 New Naj Kirana 1415.36 6000 120019 Aadip Tobaco 28130.33 50000 2000020 Supper Kirana& Gen. 35000 1200021 Naj Kirana 3030.36 5000 1500

TOTAL sales in Rs 70124.91 151000 47400

3) Aw Name -Ashish

Town Name-Aurangabad

Route Name-Javar ColoneyRs Sales

Sr No Dealer Name-Surbhi Agn. Bil Parle ITC1 Balaji Provision 1046.051 2500 5002 Mahesh Provision 1425 2000 2003 Yogesh Provision 624.32 1000 6004 Prakash Provision 550.7 700 05 Mavli Provision 2804.01 1600 2006 Kalika Provision 3036.4 8000 10007 Sayakta Provision 3842.52 3000 2008 Hari Om provision 2580.5 8000 50009 Mahesh Kirana 1180.02 3000 1500

10 S.S.D Medical 923.32 500 60011 Laxmi Kirana 2321.15 2500 50012 Kasbekar Medical 642.77 0 013 Hema Provision 2445 4000 014 borde prov. 4540.12 5000 015 Sachdev Seets 2500.26 3000 50016 Gajanan Seewt 2507.37 2500 017 Prayoge Book 2853.15 3000 018 Gajanan Medical 2646.75 0 019 Smarth Medical 2408.76 500 020 Arihanth Goli 12280.64 35000 021 Vankatesh Privision 3006.6 6000 100022 Prayage Traders 30537.56 100000 4000023 Suyash Daily Needs 1228.14 1000 024 Mayuar Mini Mrkt. 2445 17000 025 Ramesh kirana 8167.24 30000 026 Kumar Provision 4067.23 10000 300027 chandeshwari daly needs 2072.08 40000 100028 devendra prov. 4107 9000 150029 devgiri medical 1306 0 030 gajanan super shop 704.41 1500 031 sai super shop 1761.47 3000 700

total 112561.541 303300 58000

4) Aw Name -AshishTown Name-AurngabadRoute Name-Jbli Park

Rs Sales Sr No Dealer Name-Surbhi Agency Bil Parle ITC

1 Akbar Kirana 5508 4000 10002 New Esha Genral 2804 4000 20003 Nobal Comunication 1824 4000 10004 Anjum kirana 1038 8000 2005 Monus Restaurant 1040 8000 06 Insha Genral 802 2500 10007 Raja Provision 2343 500 4008 Aaditya Provision 248 1000 5009 Anand provision 2002 1500 500

10 Sri.Smartha Genral 1080 0 011 Krishna Medical 2008 4000 120012 Priya Provision 603 1000 013 Tulisi Genral 332 300 014 Mayur Medical 2088 500 015 Parshavnath Medical 814 1800 016 Vaibhav Provision 508 1500 20017 Sandip Brade 2005 500 018 Suvidha Genral 1607 2000 50019 Shree gurukrupa kirana 11046 18000 200020 Sagar Provision 1436.76 1500 021 Pratik Provision 2276.35 16000 600022 Shri.Data Genral 2479.21 1500 40023 Mavli Provision 1313.47 2800 80024 ashwini Provision 223 600 025 jaiswal Genral 4271.51 10000 150026 Good Luck Kirana 1033.72 1500 70027 Awais Kirana 930.86 2600 028 hari om prov. 706 1500 25029 hiran Kirana 1484 3000 030 Rauf Kirana 1025 1000 30031 Kasim Kirana 3067.35 10000 400032 Mobin Kirana 422 1000 40033 ziya Kirana 8601.64 20000 600034 varad prov. 3230 5000 1000

Total 72200.87 141100 31850

5) Aw Name -Ganesh

Town Name-Auragabad

Route Name-Kat Kat GetRs Sales

Sr No Dealer Name-Surbhi Agency Bil Parle ITC1 Pravin Medical 465 1000 5002 Maksud Kirana 7561 15000 50003 Latif Kirana 6231 4000 15004 Syad Rice Center 1012 5000 05 Amjad Kirana 1627 1500 06 Shanavaj Rice 1644 2000 07 Royal Beakry 8054 3000 08 Sana Kirana 1768 3500 6009 Jala Medical 1042 0 800

10 Riyana Kirana 6168 6000 150011 Aadil Kirana 1214 2000 50012 Arbaz Kirana 2210 4000 250013 Rahat gen. 3293 4000 200014 Ellora Pharmcy 265 700 015 Frinds Points 3201 3000 400016 Aal syad Kirana 2217 3000 350017 Imran Kirana 1692 1800 120018 Sansar Kirana 2625 3000 150019 Sohil Kirana 1911 2800 250020 Fast Multi services 4506 3000 80021 Fayas Kirana 3140 2500 022 Mobin Kirana 1092 1800 60023 Eshak Kirana 2975 2500 180024 Tawakal Kirana 2584 6000 100025 S.A.Traders 4489 14000 300026 Heena Kirana 1135 2000 100027 Lakhan Kirana 625 500 50028 sadat Traders 5665 50000 5000

TOTAL 80411 147600 41300

6) Aw Name -AshishTown Name-A badRoute Name-Key 1

Rs Sales Sr No Dealer Name-Surabhi Agen. Bil Parle ITC

1 Atul trading 7570 9000 15002 A bad Tea 18704 20000 30003 Bajaj Super Mark. 7604 10000 25004 Bhola Dep. 4252 6000 12005 clasic kirana 5443 7000 14006 Golden Star Bakery 8931 12000 16007 Goodluck Bakery 15901 17000 18008 Kiran Prov. 7834 9000 09 Modern Kirana 10854 12000 1000

10 Padmavati Aeg. 11937 15000 300011 Pankaj Kumar Amrutlal 24266 30000 250012 Quality Daily Needs 8942 12000 150013 Rajesh Prov. 15308 20000 200014 Rangoli Prov. 7473 8000 015 sadaf Kirana 8302 8000 016 Saed Kirana 6821 10000 120017 Super kirana 15459 17000 150018 Tawakkal Bekary 14170 20000 1800

Total 199771 242000 27500

7) Aw Name -AshishTown Name-AurangabadRoute Name-Key-2

Rs Sales Sr No Dealer Name-Surbhi Agency Bil Parle ITC

1 Rajtilak Provision 4330.08 6000 02 Varad Medical 4305 1000 03 Swaraj Fastfood 8550.88 7000 15004 Anand Daily Needs 7051.5 5000 05 Jain Supper Mrkt. 8057.65 12000 20006 Prince Genral 20368.45 13000 30007 Sarita Dep. 36017.18 16000 20008 Dipak Provision 6547.36 4000 0

9 Cone N Cake 48332.86 35000 300010 Dalpath Provision 16200.65 4000 011 Mahakali Supper Shope 6155.08 12000 300012 Shive Rice 6431.85 22000 300013 Scholar Stationry 8855.32 11000 400014 mayur mini mrkt. 11346 14000 200015 Kumar prov. 9008 12000 3000

Total 201557.86 174000 26500

8) Aw Name -GaneshTown Name-AurangabadRoute Name-Monda

Rs Sales Sr No Dealer Name-Surbhi Agen. Bil Parle ITC

1 Prakash Prov. 6713 20000 80002 Gaya Comunication 2810 3000 03 Ganesh Krupa Gen. 2184 3000 6004 Tapasya Medical 2430 2500 10005 Eshwar Sweets 1403 1200 06 T.V.S. Provision 2086 7000 07 Vasumal Prov. 2844 12000 08 Priya Tredars 4672 25000 50009 Maduri Traders 2231 12000 4000

10 Tirthankar Traders 11347 30000 011 Sanjaykumar&com. 25676 80000 500012 S.S.D. Trading 9777 3000 500013 Rajastan Trading Con. 41541 200000 2500014 Rajastan Agn. 30025 400000 015 Kirti Trading 24101 300000 500016 Ghansham Trading Com. 13213 70000 200017 A.A.S Traders 1437 15000 018 Pravin Traders 7450 35000 019 Gurnanak Traders 3745 12000 020 Gurudata Kirana 2512 10000 600021 Rahul Traders 10512 25000 022 Ratan Traders 16045 80000 2000023 Rajkumar Trading 20630 400000 300024 Good Luck Prov. 26641 200000 025 M.B. Kirana 1013702 1000000 300026 S. Kirana 2710 18000 027 Santosh Trading 5702 50000 2000028 Patni Trading Com. 2428 20000 2500

29 FulChand Jain 6305 25000 030 sumit Supper Markt. 5070 10000 2000

TOTAL 1307942 3068700 117100

9) Aw Name -GaneshTown Name-AurangabadRoute Name-Nandanvan colony

Rs Sales Sr No Dealer Name-Surbhi Agn. Bil Parle ITC

1 Patil Kirana 2172 2000 02 M.D. Basher 1676 4000 03 Ambika Prov. 3385 0 04 J.M.S Grahak Sanstha 1660 0 20005 Ganesh Kirana 4405 4000 10006 Kalika Prov. 2825 5000 07 Zee Rani Prov. 2540 2000 6008 Jayesh Medi 946 2000 09 Subodha Prov. 680 1800 600

10 shantanu Prov. 6256 5000 011 Santinath prov. 1172 2500 012 Shruti milk Center 3785 4000 100013 Sabhu Prov. 4218 6000 100014 Sk Mugdiya. 1261 3000 50015 Nilesh Prov. 1740 4000 016 Sidharth Deep. 514 1500 017 Rahman Tobaco 12202 10000 50018 Mavli Medi. 3272 3000 019 Viraj Medi. 373 1200 60020 Vankatesh Dilly needs. 550 500 021 kasari Prov. 1074 3000 120023 Sapana Kirana. 3377 3000 160024 Mrunal kirana 2125 4000 100025 Shree Janral. 1477 1000 600

TOTAL 63685 72500 12200

10) Aw Name -Raju

Town Name-AuragabadRoute Name-Pir Bazar

Rs Sales Sr No Dealer Name-Surbhi Agen. Bil Parle ITC

1 Naffes Dairy 2618.08 4500 20002 Prakash Prov. 2708.6 14000 40003 Pushkar Gen. 1074.12 4000 04 Bhakchand Prov. 272.46 600 05 Shital Prov. 4037.01 20000 80006 Agrawal Prov. 5876.86 32000 90007 Paras Sweets 447.64 3500 08 Sagar Prov. 4700.5 18000 20009 Hubolikar Ent. 2014.01 4000 800

10 surabhi gen 1704.83 4000 100011 kadar kirana 714.48 2000 150012 Taher Kirana 1153.32 3000 100013 Ruchi Tea 2804.12 5000 120014 Janta seva kirana 1502 4000 180015 kaleem Kirana 3078.82 10000 50016 Bhutada Kirana 1742.65 20000 800017 Santosh Prov. 3848 18000 700018 sachin medi, 194.6 0 019 Sumit prov. 1838.44 4000 200020 Anapurna Tea 1124.48 1500 80021 tupe patil 1757 3000 700

total 45212.02 175100 51300

11) Aw Name -RajuTown Name-AuragabadRoute Name-Tilak path-Kumbhar wada

Rs Sales Sr No Dealer Name-Surbhi Agen. Bil Parle ITC

1 vishvamohini Tea 562 1500 02 Harshl Sweet 478 1000 03 Swastic Medical 3740 4000 30004 G.M. Kalayni 4209 3000 05 J.P. Surana 3353.93 3000 06 Champalal Jamnlal Kirana 491 3000 07 Sudarshan Medical 5014 4000 15008 Yogi Dep. 3688 10000 5009 Sadguru Biscit 128 2200 800

10 Satnam Biscit 735 2000 500

11 Parihar Milan Mithahi 5596 8000 012 Rup Agen. 2844 0 013 Chandulal Aasaram 3404 12000 300014 Shri Data Ghi depo 1600 1500 015 Mahalaxmi Dep. 802 3000 016 Jagan Prov. 1670 2500 017 Chandak Brothers 1932 15000 400018 Mahavir Prov. 4971 7000 300019 Karuna Prov. 3476 6000 250020 Qulity Rice center 1936 6000 200021 Hariram Prov. 217 1000 70022 Santosh Prov. 498 2000 023 Dipak Traders 4391 12000 100024 Tulsi Prov. 3600 120025 Bagla Prov. 1483 4000 120026 Delux Bakry 3000 027 Vaibhav Medi. 1993 2000 60028 Ganesh Diary 4163 2500 250029 Matura Tea 1143 2500 030 Goden Foods 544 1200 50031 Kumar Medi. 2026 2000 100032 Deepak Prov. 1285 2000 1000

TOTAL 68372.93 132500 30500

12) Aw Name -GaneshTown Name-AurangabadRoute Name-Samath Nagar

Rs Sales Sr No Dealer Name-Surbhi Agn. Bil Parle ITC

1 Bhakti Prov. 3014 5000 02 Pramod Prov. 1006 3000 03 Shri Krishna Prov. 2178 5000 04 Aaditya Prov. 3871 3000 05 Sahil Gen. 3640 3000 06 Astavinayak Medi. 6046 6000 07 Ravi Kirana 1608 3000 08 Vijay Medi. 626 2000 09 R.A. Sarita 4816 3000 0

10 Ganesh Dailly Needs 2617 6000 100011 Kamdenu Supper Shope 3608 3000 20012 Tushar Prov. 3150 3000 50013 Chiranjive Medi. 1700 4000 0

14 Goduli Hotal 1303 2000 015 Kirti Supper 5327 5000 200016 Shri Krishna Prov. 5730 5000 150017 Tawakal Bekry 4708 1800 300018 Priya S.T.D. 1267 2000 019 Prayag Multi services 1071 2500 020 Suvidha Kirana 1048 6000 200021 Sandip Medi. 806 1500 20022 Dilip Prov. 3336 5000 200023 Ruchita Gen. 734 2500 024 Metkar Supper Shope 3073 8000 1500

TOTAL 66283 90300 13900

CHAPTER VI - Conclusion

After going thick on the thing, now time is to make a complete picture. Whilemaking a product a SKU (Stock Keeping Unit) of the shop retailers think aboutthe GMROI (Gross Margin Return On Investment) and they promote the brandwhich provide them highest. They expect return in the form of profit margin,company schemes, window display and references of the shop. Among thesecompany schemes make the differences and are the highest source of motivationafter profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and brand building strategies to address thediscerning buyers and retail push to in different buyers. The manufacturer shouldunderstand consumer behavior because retailers can't help quality and price. It isonly up to dealers said it is demand they sell Britannia that at retailshop it is brand popularity, which determine the purchase of biscuit.

There is a greater need to understand the retailer behavior considering them as ateam 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 thecompany and help in understanding consumer behavior.

Some more points to conclude - The perception of consumers indicates that Britannia is the undoubtful

leader of biscuit product in the urban part of India. With its market share of 38 percent as compared to 31 percent by its

competitive brand Parle, the company has targeted all segments of the industry considering price, age and taste as primary parameters of segmentation.

Britannia no-doubt as topped the sales static among its competitors , its visibility stats proof its effective advertising strategies and individual focus on segmentation.

Companies aggressive marketing strategies indicates its seriousness towards advertising and brand promotions.

Following strategies adopted by the organization.

A strong quality of the product and customer satisfaction: Customers always believe in good quality product. in my survey I found that in percentage term more people is quality conscious and not price conscious. Customer satisfaction is very important part of the organization that at any cost they have to fulfill.

A growing relationship with customer and customer retention: Nowadays a good relation with customer is very important for organization. Sale is totally depending on the relation with the customers. Customer's retention is also a major aspect for growing business. It means keep the old customer and try to make new customer.

Focus on competitors activity: Every organization should must be careful about it's competitors step, because they can disturb the growing sales process of the organization.

A growing emphasis on global thinking and local marketing planning: Companies are increasing by pursuing market beyond their borders. When they enter other countries they must follow the tradition of that country and also they make plan for local market that which type of product has more demand and how can it run in the market.

Promotional Strategy Under the market strategy promotional idea is very important. Organization

provides some schemes or rebates to retailers or consumers. They makeadvertisement according to convenient of the people and the feature of theproduct.

So on the basis of marketing strategy a organization runs in the market. It isseveral types of which makes helpful to increase sales and turnover of theorganization.