Today Changed Britannia

7/24/2019 Today Changed Britannia

1/67

ACKNOWLEDGEMENT

An individual cannot do project of this scale. I take this opportunity to

express my acknowledgement and deep sense of gratitude to the

individuals for rendering valuable assistance and gratitude to me. Firstly,

I would like to express my gratitude to our guide for providing me such

an interesting topic for my university project and their by supporting co-

operating with me during my project. heir inputs have played a vital

role in success of this project. hen I express my sincere thanks to my

project guide

For their generous support, constant direction and mentoring at all stages

of training. I take this opportunity to thank all dealers, customers who

spared their precious time to provide me with valuable inputs for project

without which which it would have not been possible.I firmly belive that

there is always a scope of improvement .I welcome any suggestions for

further enriching the !uality of this report.


2/67

TABLE OF CONTENT

1. Company profile

2. Obje!i"e of !#e $!%&y

'. (e$ear# me!#o&olo)y

*. Da!a analy$i$ + in!erpre!a!ion$

,. Fin&in)$

-. /o! analy$i$

0. %))e$!ion + reommen&a!ion$

. Limi!a!ion$

. Anne3%re

14.Biblio)rap#y

"


3/67

WAD5A G(O67 7(OF5LE

#ith the $$% years at the forefront of industry in India, the wadia group

today is broadly diversified industries that covers textiles, chemical,

petrochemicals, plantations foods, electronic, light engineering, health

laminates, real estates, education, consultancy. &onsistently the group of

companies has become market leader in the field, which they have

entered.

Finanial !ren)!#

he group has come to known forits sound and prudent financial track

record.

'uilding the strong fundamentals has form the basic growth of each

company, making them the pick of Indian bourses.

wo of the groups 'ombay (ying and 'ombay 'urmha have (eclared

uninterrupted dividend for over a hundred years, despite several recession

in the industry.

)


4/67

he #adia*s first venture, over "+ years ago, was in the area of ship

building, more than )++ ships were designed and built by the #adia*s,

including men-of-war for the 'ritish avy. It was on one such ship that

the American ational Anthem was composed, and on another #adia

built deck that the reaty of an king, ceding /ong 0ong to 1ngland,

was signed.

2


5/67

L5T OF 5ND6T(5E WAD5A 5 DEAL5NG

TE8T5LE

he 'ombay (yeing. 3td

C9EM5CAL

he 'ombay (yeing-(4

ational 5eroxide ltd.

&iturgia 'iochemicals ltd.

7LANTAT5ON

he 'ombay 'urmah ading &orp.ltd.

FOOD

'ritannia Industries ltd.

#adia'6 India ltd.

LAM5NATE

Formila India (ivision.

ELECT(ON5C + L5G9T ENG5NEE(5NG

+


6/67

'.7. India ltd.

'&3 6prings (ivision.

Afcoset 'alances (ivision

AF&8 Industries and &hemicalsltd.

9EALT9

(ental 5roducts of India ltd.

4edical 4icrotechonologies ltd.

Instruments orthopedies.

CON6LTANC: A(C95TECT6(E

9her:i 1astern ltd.

ED6CAT5ON

evelle #adia Institute of management studies; research, 5une.

owrosjee #adia &ollege of arts ; science, 5une.

&usrow #adia Instute of techonology 5une.

(.9 77uparl &ollege 4umbai.

ew 3aw &ollege, 4umbai.

4odern 1ducation 6ociety*s &ollege of 1ngeneering, 5une.

%


7/67


8/67

BOMBA: D:E5NG MFG CO .LTD

he 6pring 4ills began operations in $>) 1merging opportunities?

#ith the wave of industriali:ation in the $>th century, trading grew, and

with it, opportunities for new areas of business. In $@=>, 'ombay was

next only to ew 8rleans as the worlds largest cotton port. It was at this

time that owrosjee #adia set his sights on Indias mushrooming textile

industry. 8n August ")rd, in a humble redbrick shed, he began a small

operation. /ere, cotton yarn spun in India was dip dyed by hand in three

colors-turkey red, green and orange-and laid out in the sun to dry.

/umble opportunities ? he 'ombay (yeing ; 4anufacturing &o. 3td.

had been born. A modest beginning for a company that was to grow in

the following $$+ yr. into one of Indias largest producer of textiles.

Along the path of growth and diversification, 'ombay (yeing has

spawned do:ens of other companies. In technical and financial

collaboration with world leaders, such companies have pioneered the

manufacture of various chemicals and have grown to be leaders in their

new fields. It was more than just a company that was born in $@=>, a

legacy was born. A legacy that would give rise to one of Indias most

respected business houses.

@


9/67

B(5TANN5A 5ND6T(5E LTD. 7(OF5LE

3argest manufacture of biscuits in India product range include breads and

cakes .8ne of the best brand, 'ritannia is the largest food processing

company in Indian food processing industry.

Four production units with over 2)%= employees.

1xtensive all India distribution network over %, out lets , making it

among the most wide spread in the industry.

1xporter of various kinds of products.

>


10/67

95TO(: OF B(5TANN5A 5ND6T(5E

'ritannia was incorporated in $>$@ as 'ritannia 'iscuits &o 3td in

&alcutta. In $>"2, 5ea Frean 0 ac!uired a controlling stake, which later

passed on to the Associated 'iscuits International BA'IC a 0 based

company. (uring the *+s and* %s, 'ritannia expanded operations to

4umbai, (elhi and &hennai. 1xports of sea foods started in the *=s. In

$>@=, abisco, a well known 1uropean food company, ac!uired A'I. In

$>@>, D 4 5illai, a 6ingapore based 7I businessman along with the

9roupe (anone ac!uired Asian operations of abisco, thus ac!uiring

controlling stake in 'ritannia. 3ater, 9rop (anone and usli #adia took

over 5illai*s holdings.

In $>==, the 9overnment reserved the industry for small scale sector,

which constrained 'ritannias growth. 'ritannia adopted a strategy of

engaging contract packers B&5C in the small scale sector. his led to

several inefficiencies at the operating level. In April *>=, the 9overnment

dereserved the biscuit sector from small scale. 'ritannia has expanded

captive manufacturing facilities and has moderni:ed and upgraded its

facilities in the last five years. It has also forayed into the (airy 'usiness

$


11/67

with the launch of &heese, 'utter, 9hee, (airy whitener and flavored

milk products.

5arent 9roup

'ritannias controlling stake is jointly with 9roupe (anone and usli

#adia. 9roupe (anone is one of the leading players in the world in

bakery products business. It ac!uired interest in 'ritannia Industries in

$>@> and ac!uired controlling stake in $>>)..usli #adia group is one of

the leading industrial houses in the country, with interests mainly in

textiles and petrochemicals.

Foods major - 'ritannia Industries B'I3C, is one of the leading producer

of biscuits and other bakery products. 'I3, has a major advantage of the

interest taken by the French collaborator - 9roupe (anone. 9roupe

(anone is one of the leading players in bakery products business. he

association with 9roupe (anone has been a good technological support

to 'I3. he company is jointly controlled by 9roupe (anone of France,

which is holding ""E stake and ulsi #adia group. usli #adia is one

of the leading industrial houses in the country.'ritannia enjoys a

prominent position in the industry. 8ver the last couple of years, it has

trimmed down its wide product portfolio and began to focus on value-

$$


12/67

added instead of low-margin products. he company divested a range of

unrelated business interests in soyabean extraction, edible oils, export of

cashewnuts and shrimp, granites and software. he company rationalised

its products portfolio by reducing the products from )+ to around "+.In

8ctober $>>>, the company has issued bonus shares in the ratio of

$?".'ritannia is the market leader in the $."-million tonne Indian biscuits

industry with a %E share. It mainly caters to the premium segment. #ith

the launch of iger brand, it has taken a plunge in the low-end category,

taking competition head on with 5arle which is the leader in this

segment. he company has also diversified within dairy and bakery

products to enter the butter, cheese and ghee markets.

'ritannia has built an enviable retail distribution network which services

2, retail outlets in "," towns with the help of ",+ s. he

company is aggressively expanding its network with a bias towards the

rural markets.

'ritannia constantly expands its product portfolio to achieve its vision of

converting every third Indian into its consumer. In order to appeal to the

younger generation, the company added two new products -- 6weet 3assi

and 4ilkman &old &offee -- to its existing dairy-based drinks portfolio

which includes the Gip6ip brand of flavoured milk.

$"


13/67

7ecently, in the ethnic food segment, the company introduced a new

range of traditional namkeens in 4umbai called 'ritannia 6nax. he

new range includes seven varieties of traditional namkeens like 'ikaner

ki 'hujia and 7ajasthani Alu 'hujia in a price range of between 7s +

and 7s ".

In (ec. ", 'ritannia dropped its plans to enter the mineral water

segment. he move comes close on the heels of (anone launching its

own mineral water brand, 1vian, in India, through a separate wholly-

owned subsidiary, (anone India. 9roupe (anone is globally the second-

largest producer of mineral water in the world with brands such as 1vian,

E e!uity of 0wality 'iscuits. he

transaction is expected to be completed during the current financial

year.he company has agreed to ac!uire 2>E e!uity of 6nacko 'isc B5C

3td. alongwith the trademark 7I1 in respect of 'akery 5roduct

etc. and several other trade marks alongwith copyrights and designs. he

$)


14/67

transaction is expected to be completed by end "$.Further, company

has also agreed to set up a joint venture company in India with ew

Gealand (airy 'oardJew Gealan 4ilk BGC. In the joint venture

company it is proposed that G and 'ritania will hold 2>E each of the

share capital and the balance "E will be held by business associates.In

4arch "" , the &ompany entered into a joint venture with the Fonterra

&ooperative 9roup, ew Gealand. 'I3 will be transferring its existing

dairy business to the new joint venture. he joint venture will be effective

from "=th 4arch "" and will be engaged in areas relating to

sourcingJmanufacturing and distribution of milk and milk products in

India.

$2


15/67

7LANT LOCAT5ON

'ritannias plants are located in the 2 major metro cities - 0olkatta,

4umbai, (elhi and &hennai. A large part of products are also outsourced

from third party producers. (airy products are out sourced from three

producers - (ynamix (airy based in 'aramati, 4aharashtra, 4odern

(airy at 0arnal in /aryanaC and hacker (airy 5roducts at /owrah in

#est 'engal.

$+


16/67

7(OD6CT5ON B(EAK67

Period ended 03/98 03/99 03/00 03/01

No. of months 12 12 12 12

Production volume (unit)

Biscuits (Ton) 49,447.0 53,092.0 62,034.0 59,657.0Bread (Ton) 5,602.0 - - -

Cake & rusk (Ton) 2,282.0 2,858.0 2,905.0 2,39.0

B65NE

'ritannia core businesses constitute of 'akery and (airy products.

$%


17/67

'akery products account for >E of the revenues and include 'iscuits,

'read and &ake ; 7usk. (airy products contribute to $E of 'ritannia*s

annual turnover of 7s$).)@bn.

'iscuits B@".=E of turnoverC

7evenues from biscuit were 7s$$.=bn in F$. he company sold

"$2,"$2 tons of biscuits registering a volume growth of $$E yoy. 'iscuit

sales in value terms registered a $)."E yoy growth. 'ritannia has a 2E

volume share and 2@E value market share in the organi:ed biscuit

market. he company presently has an installed capacity of $$$, tons

for biscuits. 5roduction in F$ was +>%+= tons against %")2 tons in

F. 8ver =E of biscuits sold are outsourced by the company .

8ver the years, 'ritannia has introduced and developed a full line of

brands in all segments of the biscuit market. he companys iger range

of glucose biscuits have been a runaway success, enabling the company

to expand its presence in the largest gluco category of the biscuit market.

In salty-sweet segment 5arle*s 0rackjack and 'ritannia*s Fifty-Fifty

compete very closely. 'ritannia*s other major brands include 4arie, hin

Arrowroot, 'ourbon, 4ilk-bikis, ice, 6nax, &oconut &runchies, 5ure

4agic, 9ood (ay, Dim-Dam and &hekkers. It has also launched biscuits

like


18/67

Brea& ;*.-< of !%rno"er=

'ritannia*s bread business has been gradually degrowing year after year.

'read sales at 7s2"mn accounted for just 2.%E of turnover in F$,

against +.=E of turnover in F. he company sold 2"2+ tons of bread

in F$, a volume degrowth of >.2E yoy

(airy 5roducts B>.@E if turnoverC

he companys diversification into dairy business has been fairly

successful. (airy product sales were 7s$.)bn in F$. he company has

relaunched all its dairy products under the 4ilk4an brand name. ew

flavors like 4ilkman &old &offee and 4ilkman 3assi have been

launched in flavored drinks besides 4ilk4an &hocolate 4ilk and

4ilkman 6trawberry 4ilk. &heese, dairy whitener, butter and ghee are

the other products sold under the 4ilk4an brand. 'ritannia outsources

its dairy products from (ynamix (airy in 4aharashtra, 4odern (airy in

/aryana and hacker (airy 5roducts in #est 'engal. (uring F$ the

company sold $))> tons of dairy products, a +E yoy growth over @@"

tons sold in F. 'ritannia has invested 7s+@.)mn in the e!uity of

(ynamix (airy in F$..he (airy business is proposed to be divested

into a Doint


19/67

&ooperative. 'ritannia hopes to gain from the 7;( support as well as

access to the international product portfolio of the D< partner.

&ake ; 7usk B"E of turnoverC

&ake and 7usk sales were 7s"=$mn B"E of salesC in F$.


20/67

FO6NDE(

he $>th century witnessed a new wave in industriali:ation. rading

grew, and with it opportunities for new areas of business.

he craft of spinning and weaving fine clith had historically been

associated with India.In $@=>, 'ombay was the second largest cotton port

in the world. he countrys textile industry was mushrooming and

owrojee usserwanjee #adia, was the right man in the right place at

the right time.8n August "), of that year, in a humble red-brick shed

owrosjee . #adia, Bthe great-great-great-great-great grandson of 3oeji

usserwanjee #adia, the first master shipbuilderC began a small dye

works, the first of its kind in India. /ere, cotton yarn spun in India was

dip-dyed by hand in three colors - turkey red, green and orange and laid

out in the sun to dry.It was history in the making. he 'ombay (yeing

and 4anufacturing &ompany 3td. had been born. hroughout the $$%

years that allowed, the company has successfully grown into one of

Indias largest producers of textiles.

Along the path of growth, the #adias have diversified into various fields

of industry and commerce. he diversification was multidirectional

B&hemicals, agroproducts, light engineering, electronics, consultancy and

"


21/67

architectureC in technical and financial collaboration with world leaders.

he new companies under the wadia banner have been pioneers and are

now leaders in their respective fields

It was more than just a company, 'ombay (yeing that was born, in $@=>,

it was a legacy. A legacy that would give rise to one of Indias most

respected business houses - he #adia 9roup.

9E(5TAGE

(i&in) T#e Cre$!

he 9roups first venture, over "+ years ago was in marine construction.

It contributed significantly to Indias distinguished history as a maritime

power.

he #adia were marine designers and master builders from $=)% to

$@@%. hey built )++ vessels that ploughed international waters,

including the first ships constructed for the 'ritish avy outside 1ngland.

It was on one such ship, the 4inden that the American ational Anthem

was composed, and on another #adia-built deck, the /46 &ornwallis,

that the reaty of anking, ceding /onkong to 1ngland, was signed. he

second oldest ship in the world, /46 rincomaleeH which even today is

"$


22/67

afloat and intact in /artlepool, is yet another marvel of the #adias

shipbuidling prowess.

""


23/67

5NT(OD6CT5ON

he project assigned was Lo 6urvey the Alternate &hannel for

(istribution B5aan 6hops, ea shops, &hemists, 7estaurantsC. o

understand the project properly we should know about the marketing

research and about the market share i.e. what does exactly it means.

#hat is marketing research and consumer behaviourM

4arketing research is the function that links the consumer, customer, and

public to the marketer through information used to identify and define

marketing opportunities and problems generate refine and evaluate

marketing action, monitor marketing performance and improve

understanding of marketing as a process. 4arketing research specifies the

information re!uired to address these issues, designs the method for

collecting information manages and implements the data collection

process analy:es and communicates the findings and their implication.

American 4arketing Association

8fficial definitions of marketing research

")


24/67

L4arketing research is the specification, gathering, analy:ing and

interpretation of information that links the organi:ation with its market

environmentN.

CON6ME( BE9A>5O6(

&onsumer behaviour studies how individuals, groups and organi:ations

select, buy, use and dispose of goods, services, ideas, or experiences to

satisfy their needs and desires.

&onsumer behaviour can be also defined as the behaviour that a

consumer exhibits before buying the productsK it includes the kind of

search that a consumer made about the product. #hile using the product,

includes when where and how the consumer is using the product. and

after using the product, includes post sale facilities e.g. service, repairs.

nderstanding consumers and Lknowing consumersN are never simple.

&onsumers may state their needs and wants but act otherwise.

"2


25/67

OB?ECT5>E OF T9E 7(O?ECT

As the project was to identify what are the products which were getting

the sale in profit making margin and to find out the reason for

inconsistent sales for the products which were not having expected sale.

he !uestion arises why company needs this kind of project. he main

harms to the company from inconsistent sales are

$. 8


26/67

). In short inconsistent sales cause wastage of manpower, technology,

raw material, funds, loss of customers etc.

2. Flow chart of various activities performed in a se!uential manner to do

the project efficiently.

+. 5repared a !uestionnaire for survey and few !uestions for retailer

survey.

%. (iscussion of the Ouestionnaire with the sales manager.

=. &ollection of the (ata and analysis.

@. 5resentation of the results in front of the sales manager.

"%


27/67

(EEA(C9 MET9ODOGLOG:

6A4531

I6741 61(

41/8(6 8F (AA&8331&I8

"=


28/67

(EEA(C9 MET9ODOLOG:

All the data presented here is collected directly from the retailers. #hole

data is primary.

he survey of " retailers is done. For the survey a !uestionnaire was

prepared and data collected from various paan shops, tea shops, chemists

and restaurants.

6urvey is carried out in 1ast (elhi. For retailer survey whole (elhi was

divided into four parts and data was collected e!ually from these parts.

he retailer survey was based on simple conversation with the retailers

about the problems with the distribution channel of 'ritannia.

"@


29/67

DATA ANAL:5

1. Type of #op

!aan

"#o$s

30%

Tea

"#o$s

25%

estau

rants

20%

C#e'is

t

25%

Paan Shops 30!

"ea Shops 2#!

$estaurants 20!

%hemist 2#!

"&pe of Shop

">


30/67

5NTE(7(ETAT5ON

As the above graph shows the products of 'ritannia are mainly sold in

the paan shops and chemist shops. he reason behind this the major sale

is these shops are mostly on the roadside and local markets. #hen

customer approaches from tea and medicines then they used to buy these

product.

)


31/67

2. T%rno"er for !#e pro&%! of Bri!annia@mon!#

0-000 40%

000-

5000

30%

5000-

20000

20%

o*e

20000

0%

0-000+ 40%

000-5000+ 30%

5000-20000+ 20%

o*e 20000+ 0%

"urnover for the product of 'ritannia/month

5

5NTE(7(ETAT5ON

In the above graph it is clearly shown that 'ritannia products are having

a good turnover per month in terms of monetary profit.

)$


32/67

'. !o#ol&er of ompanie$

Britanni

a

40%

!are 30%!riao

d

20%

/TC 0%

'ritannia 0!

Parle 30!

Pri&aold 20!

*"% 10!

Stoc+holder of companies

5NTE(7(ETAT5ON

)"


33/67

As 'ritannia products are giving a very good market sale due to which

'ritannia has having a good turnover. hough the preference of

stockholders is more.*. From /#ere &o yo% p%r#a$e

"u

eaer

45%

eaer 30%"u$er

"tockis

t

25%

Co'$a

n

5%

Su, -ealer (3!

-ealer 29!

Super Stoc+ist 2(!

%ompan& #!

.rom /here do &ou purchase

))


34/67

5NTE(7(ETAT5ON

As retailers are directly in touch with subdealers and customers also.

herefore purchasing from the subdealer was more.

)2


35/67

,. W#i# i$ !#e $%i!able mo&e for !#e p%r#a$e

"u

eaer

55%

eaer 30%"u$er

"tockis

t

5%

Co'$a

n

0%

"u eaer eaer "u$er "tockist Co'$an

0%

0%

20%

30%

40%

50%

60% 55%

30%

5% 0%

Suita,le mode for the purchase

)+


36/67

5NTE(7(ETAT5ON

#hen there is higher satisfaction level reagrding the products and

services and purchase is mainly done by the subdealers so we interpret

that most suitable mode for the purchase is through subdealer

)%


37/67

-. Are yo% $a!i$fie& /i!# yo%r

1u

"atisie

d

40%

"atiied 30%Cant

"a

0%

ot

"atisie

d

20%

1u "atisied+ 40%

"atiied+ 30%

Cant "a+ 0%

ot "atisied+ 20%

S"*S%"*N 4

5

5NTE(7(ETAT5ON

#hen there is a good services from the company and having a good sale

in the market so there satisfaction level was high.

)=


38/67

0. T#e ompany yo% prefer mo$!

Britanni

a

45%

!are 30%!riao

d

20%

/TC 5%

'ritannia

Parle

Pri&aold

*"%

#!

30!

20!

#!

Preferred %ompan&

5NTE(7(ETAT5ON

'ritannia is having a good market value and the company is giving good

services to the dealers and products to the customer. herefore the

company is mostly preferred over the competitors.

)@


39/67

. (ea$on for !#e preferene

reater arin 35%Beneicia

"c#e'e

25%

ood "er*ice 0%Better !roducts 20%Consu'er

es$onse

0%

reater arinBeneicia "c#e'eood "er*iceBetter !roductsConsu'er es$onse

0%

5%

0%

5%

20%

25%

30%

35%

40%35%

25%

0%

20%

0%

$SN $ "5 P$$N%

5NTE(7(ETAT5ON

#hen company is giving all the facilities and the services to the dealers

and customers therefore with these reason mention above company is

most preferred.

)>


40/67

F5ND5NG

Factors responsible for improper distribution channel strategies are

analy:ed under the following heads.

&86417 '1/A


41/67

o study the brand awareness for products " retailers were asked that

what are the reasons due to which the sale of 'ritannia products was

affecting the profit of the company.

8ut of " people surveyed, $+ were found aware of all 'ritannia

5roducts. hose means =+E retailers were aware of all 'ritannia

products and only "+E were not. From the above analyses we can say

that 'ritannia products have good brand awareness.

2$


42/67

F71O1& 8F &8645I8 8F '7IAIA 578(&6

he sale of a product is very much influenced by the fre!uency of

consumption of the product. If the fre!uency of consumption is regular,

then the sales increase consistently with addition of new consumers.

7egular

eua

r

etaie

rs

35

ccasi

ona

etaie

rs

65

2"


43/67

$eular $etailers 68!

ccasional $etailers 33!

'ehviour of $etailers

euar etaiers ccasiona etaiers

As the regular retailers are %=E and occasional retailers are ))E this

causes inconsistent sales.

7easons for higher 7egular retailers purchase for are? -

$. 8ccasional 7etailers don*t have the selling capacity e!ual to that of

regular retailers. hey usually sell local biscuits.

2)


44/67

he credit policy towards the occasional retailers was not trustworthy.

For occasional retailers the price of 'ritannia products is not affordable.

'ut regular retailers can afford.

'. 71AI3176 67


45/67

5roblems faced by the retailers in selling 'ritannia productsM

#/A 48I


46/67

is dominated by the comparison of margin with other products of that

kind.

he retailers compare 'ritannia products with their competitors.

6econd main high that motivates a retailer is the schemes with the

products. &ommonly companies use to provide various retailers schemes

to attract them to sell their product. he most common schemes are some

gift items, free samples, discounts on bulk purchase.

5roper supply is the thigh that retailers want. In case of '7IAIA

578(&6, as '7IAIA 578(&6 is in the category of impulse

purchase, it should be hanged at front and the supply should be regular.

Another important thing that the retailer seeks is the credit facility. he

retailers of 'ritannia have to invest a huge amount in keeping. 6mall and

even big retailers have some time problem in keeping stock of products.

As the sales of products are not so good retailers are not able to sell the

stock for a longer period, so they need credit facility.

7eplacement of the products with complaints is another factor that

a retailer wants from a company. 4any times in case of packed food

2%


47/67

there are complaints of rat biting and brokered in which the retailer

cannot be held responsible. It is with edible, the retailer has problems of

air leakage and rat biting and they want replacement.

67


48/67

8ut of " retailers surveyed $%) B@$.2EC reported that the margin is

good with the company and )=B$@.%EC reported poor margin.

81? -

2@


49/67

/ere we can find that the majority of retailers have reported that the

margin is ok or good. According to some retailers if the demand is good

for a product then its margin do not matters. 6o company must focus on

increasing the demand.

2>


50/67

67


51/67

he retailers who have recorded poor supply of 'ritannia products, most

of them are facing this problem just after the separation of 'ritannia

products from &omapany*s products.

71A686 716586I'31 F87 I&86I6A 6A316 8F

'7IAIA 578(&6.

$. A(


52/67

2. Introduction of new schemes with other company*s products also

affects the demand of 'ritannia products. he children*s are attracted

towards these schemes and switch over to these products.

+. /igher impulsive and occasional purchase is also the reason for the up

; downs in the sale of 'ritannia products.

+"


53/67

WOT ANAL:5

Following 6#8 analysis is based on the researcher*s observation of the

market while conducting the research and project*s data analysis.

6719/6.

he major strength of 'ritannia*s is its uni!ueness. 'ritannia products do

not have any close competitor.

Introduction of new and differentiated 'ritannia products provides the

consumers different tastes that can be consumed at different occasions.

8ther strength includes its popularity among children*s and peoples of all

age group.

#1A0166

#eakest part of 'ritannia products is its supply. he supply of 'ritannia

products is not good retailers report of not getting supply for two to three

months.

4oreover some of the retailers reports of not getting the schemes with

'ritannia products.

6ome times the retailers are not able to provide the desired flavors of

'ritannia products.

+)


54/67

85587II16

In 1ast (elhi market area there is a lot of scope for new retail outlet

activation in the retail segment like groceries stores, juice corners etc.

In the region of (elhi there are number of shopping centers still under

construction and some are to be constructed in future.

As 'ritannia products is the product of impulse purchase category and

consumed while people are on picnics. 6o ew places such as petrol

pumps should be discovered.

/71A6

(ue to poor supply many retailers are not satisfied with the company and

they are shifting to other competitors.

he replacement policy of company is not so good as compared to other

companies such as 5riya 9old, which makes the retailers to keep small

stock of 'ritannia.

+2


55/67

++


56/67

6GGET5ON + (ECOMMENDAT5ON

he suggestions, if adopted then the company may expect no further up

and downs in the sales of its products and sales will definitely increase

with consistency.

$. After the survey of " retailers the conclusion comes out that, there is

need to improve the distribution system of 'ritannia products. It is noted

that supply is mostly regular at shops with heavy investment and is

placed at centre of good residential places, such as 6abka 'a:ar, Apana

ba:aar. 4any retailers do not have regular supply.

he areas such as 3axmi agar, 6hakarpur etc have very poor supply.

6ome of the retailers have reported supply once in one - two months. he

suppliers are ignoring small retail shops.

6o the most important thing is to improve the supply in both small ;

large shops.

". he children of +-$@ age group as per survey mostly like 'ritannia

products. 6o there is need to start some schemes for children to motivate

them to purchase 'ritannia products.

+%


57/67

e.g. /aldiram chips is giving free fun book with one pack.

7uffles is giving poco man inside the pack.

6uch schemes forms a habit in children to purchase a product.

). 'ritannia products has higher impulse purchase than planed so to

increase in the planed purchase the fre!uency of advertisement should be

increased.

2. Attractive hangers or stands should be provided to the retailers so that

they can easily put the bars of 'ritannia products out side to increase in

sales by increase in impulse purchase.

+. 7etailer is the king in the distribution channel. 7etailer push energy

also works in promoting the sales of products. 6o there is need to

motivate the retailer through regular retailers schemes.

for e.g.

5epsi is giving one bottle free on the purchase of one crate of + ml.

4.(./ is giving special discount on the purchase of more than 7s +.

+=


58/67

Introduction of new product lines.

+@


59/67

L5M5TAT5ON

umber of retailers surveyed may be inade!uate to represent the

whole scenario of (elhi market.

ot every retailer has positive attitude towards the survey, so the

information collected may be inaccurate.

It is also possible that the respondent may answer according to what

they think rather they do.

6ome of the respondents are unwilling to answer because they feel

that such surveys are of no use.

he conclusions are drawn on the basis of response given by "

retailers. here is possibility of misunderstanding their views.

+>


60/67

%


61/67

s6ET5ONNA5(E

Name of !#e $#op

7roperie!or$ name

A&&re$$

Con!a! No.

a= Type of #op

i= 7aan #op

ii= Tea #op

iii= (e$!a%ran!

i"= C#emi$! $#op

b= T%rno"er for !#e pro&%! of Bri!annia@mon!#

i= 4 1444

ii= 1444 ,444

iii= ,444 24444

i"= Abo"e 24444

= !o#ol&er of ompanie$

i= Bri!annia

ii= 7arle

%$


62/67

iii= 7riya)ol&

i"= 5TC

"= Anmol

&= From /#ere &o yo% p%r#a$e

i= %b&ealer

ii= Dealer

iii= %per !oi$!

i"= Company

e= W#i# i$ !#e $%i!able mo&e for !#e p%r#a$e

i. %b&ealer

ii. ii= Dealer

iii. %per !oi$!

i". Company

f= Are yo% $a!i$fie& /i!# yo%r Bri!annia pro&%!$

i= F%lly a!i$fie&

ii= a!i$fie&

iii= Can! ay

i"= No! a!i$fie&

%"


63/67

)= Complain /i!# !#e $%pplier

HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH

HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH

HHHHHHHHHHHHHHHHHHHH

#= T#e ompany yo% 7refer !#e mo$!

i. Bri!annia

ii. 7arle

iii. 7riya)ol&

i". 5TC

i= (ea$on$ for !#e abo"e

i. Grea!er Mar)in$

ii. Benefiial #eme$

iii. Goo& er"ie

i". 7aymen! faili!ie$

". Be!!er 7ro&%!

"i. Con$%mer (e$pon$e

%)


64/67

j= Con$%mer re$pon$e for !#e pro&%! of Bri!annia

Bi$%i!$ Brea& Cae

5oor P Q 5oor P Q 5oor P Q

4oderate P Q 4oderate P Q 4oderate P Q

9ood P Q 9ood P Q 9ood P Q


65/67

= :o%r a&"ie for Bri!annia

l= HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH

HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH

HHHHHHHHHHHHHHHHHHHHHHHHHH

m=


66/67

n=

o=

p=

I=

r=

sC

tC

uC

vCwC

xC

yC

:C

aaC

abC

acC

adC

aeC

afC

agC


67/67

a#= B5BL5OG(A79:

aiC

$. 4arketing management by 5hilip kotler

ajC

". 4arketing research by 9.&.'eri

akC

). www.britindia.com

alC

2. www.wadiagroup.com

amC

+. www.9oogle.com

anC

aoC
http://www.haier.com/http://www.haierindia.com/http://www.haierindia.com/http://www.haier.com/

Today Changed Britannia

Documents