A

Project Report
On

Marketing Strategies of Britannia Industries Limited

Submitted in Partial Fulfilment for the Degree of Bachelor

of Business Administration

S.S. JAIN SUBODH P.G (AUTONOMOUS) COLLEGE,

JAIPUR
(2020-23)

SUBMITTED BY: SUBMITTED TO:

Arun Sharma Dr. Richa Singhal

B.B.A Sem v
Roll No. 2141084
 CERTIFICATE

This is to certify that the Project Report entitled “MARKETING

STRATEGIES OF BRITANNIA INDUSTIRES LIMITED” is a record of
project work done independently by Mr. Arun Sharma under my guidance
andsupervision and that it has not previously formed the basis for the award
ofany degree, fellowship, or associate ship.

Dr. Richa Singhal

Assistant Professor
Jain Subodh P.G. (Autonomous
 DECLARATION

I, Arun Sharma of BBA Sem IV hereby declare that the project work
presented in this report is my own work and has been carried out under the
supervision of Dr. Richa Singhal of S.S Jain Subodh P.G(Autonomous)
College.

This work has not been previously submitted to any other university for any
examination.

Arun Sharma (2241032)

S.S. Jain Subodh P.G. (Autonomous) College, Jaipur
 ACKNOWLEDGEMENT

It is not often in life that you get a chance of appreciating and

expressing your feelings in black and white to thank the people who
have been a crucial part of your successes, your accomplishments,
and your being what you are today. I take this opportunity to first
thank the Faculty at S.S. Jain Subodh P.G.(Autonomous)College,
especially Prof. K.B. Sharma, Principal, and Dr. Priti Gupta, Head,
Department of BBA for inculcating and instilling me the
knowledge, learning, will-power, values and the competitiveness
and professionalism required by me as a management student.

I would like to give special thanks to Dr. Richa Singhal for

educating me silver lining in every dark cloud. Her/His enduring
efforts, guidance, patience, and enthusiasm have given a sense of
direction and purposefulness to this project and ultimately made it a
success.

I express my sincere and heartiest thanks to everyone who has

contributed towards the successful completion of the Project.

Last but not the least; I would like to thank my family: my parents
for supporting me spiritually throughout my life.

The errors and inconsistencies remain my own.

Arun Sharma
 EXECUTIVE SUMMARY

After going thick on the things, now time is to take a complete picture. While
making a product a SKU (stock keeping unit) of the shop retailers think about
the GMROI (gross margin return on investment) and they promote the brand
which provides them highest. They expect return in the form of profit margin,
company schemes, window display and reference of the shop. Among these,
company schemes make the difference and are the highest sources of
motivation after profit margin. Retailing demands a constant push from the
company.
Marketer needs to use advertising and brand building strategies to address the
discerning buyers and retail push to in different buyers. The manufacturer
should understand consumer behavior because retailers can’t help quality and
price. It is only up to manufacturers to deliver what consumer wants. I need to
stress on it because 58% retailers said that it is demand why they sell
Britannia.61% agree that at retail shop it is brand popularity, which determine
the purchaseof biscuit. There is a greater need to understand the retailer
behavior. Considering them as a team, working for the company may help
themto be attached to the company. There should be a feeling of belongingto
the company in inner of the retailers.

This can be done by setting values club for retailers so that they may exchange
views with the company and help in understanding consumer behavior.

5
 TABLE OF CONTENTS

Sr. No. TOPIC Page No.

1. INTRODUCTION

 Industry Overview
 Profile of the Organisation
6-37
 Britannia in Overseas
 History of Britannia

 Product Line

 Competition Information

 SWOT Analysis of the Organisation

2. RESERCH METHEDOLOGY

 Objectives

 Scope of the Study 38-42

 Methodology

 Limitation

 Review of literature
3. CONCEPTUAL DISCUSSION
43-48
Market and Marketing Strategy

4. DATA ANALISYS 49-60

5. CONCLUSION AND SUGGESTION

Bibliography

Websites 61-66
Annexure

Questioner

6
 CHAPTER 1
INTRODUCTION

1.1 INDUSTRY OVERVIEW

The consumer food industry mainly consists of ready-to-eat products or ready-to-cook
products such as pasta products, bakery products, biscuits, soft drinks; etc. Automatic
approval for FDI up to 51% has been introduced.

Bakery industry in India is probably the largest among the processed food industries,
the production of which has been steadily increasing in the country. The two major
bakery industries, viz., bread and biscuits account for almost 82% of the total bakery
products.

Biscuit industry in India in the organized sector produces around 60% of the total
production, the balance 40% being contributed by the unorganized bakeries. The
major Brands of biscuits are- Britannia, Parle Bakeman, Priya Gold, Elite, Cremica,
Dukes, Anupam and Horlicks.

India Biscuits Industry is the largest among all the food industries and has a turnover
of around Rs.3000 crores. India is known to be the second largest manufacturer of
biscuits, the first being USA. It is classified under two sectors: organized and
unorganized. Bread and biscuits are the major part of the bakery industry and covers
around 80 percent of the total bakery products in India. Biscuits stand at a higher
value and production level than bread. This belongs to the unorganized sector of the
bakery Industry and covers over 70% of the total production.

India Biscuits Industry came into limelight and started gaining a sound status in the
bakery industry in the later part of 20th century when the urbanized society
called for readymade 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

7
products for every age group. Biscuits are easy to carry, tasty to eat, cholesterol free
and reasonable at cost. States that have the larger intake of biscuits are Maharashtra,
West Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West
Bengal, the most industrially developed states, hold the maximum amount of
consumption of biscuits.

1.2 PROFILE OF THE ORGANISATION

Britannia Industries Ltd. was started way back in 1892 with an investment of Rs. 295.
Initially, biscuits were manufactured in a small house in central Kolkata. Later, the
business was acquired by the Gupta brothers and operated under the name of V.S.
Brothers. In 1918, C H Holmes, an English businessman in Kolkata was taken as a
partner and The Britannia Biscuit Company Limited (BBCo) was launched. The
Mumbai factory was setup in 1924 and Peak Freans, UK acquired a controlling
interest in BBCo. Biscuits were in big demand during World War II, which gave a
fillip to the company’s sales. The company name was changed to the current
BritanniaIndustries Limited in 1979. In 1982 Nabisco Brands Inc., USA became a
major foreign shareholder.

Kerala businessman K. Rajan Pillai secured control of the group in the late 1980s,
becoming known in India as the 'Biscuit King'. In 1993, the Wadia Group acquired a
stake in ABIL, UK and became an equal partner with Groupe Danone in Britannia
Industries Limited.

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 One of India’s best-known brandsand also one of
the most admired Food Brands in the country.

8
Britannia Industries (BIL) is one of the leading producers of biscuits and other bakery
products. BIL, has a major advantage of the interest taken by the French collaborator -
Groupe Danone which is one of the leading players in bakery products business and is
holding 22% stake. Other partner is Nulsi Wadia group which is one of the leading
industrial houses in the country.

Britannia Industries Limited is an Indian company based in Kolkata that is famous for
its Britannia and Tiger brands of biscuit, which are universally recognized throughout
the country.

The company has an extensive portfolio of top selling food brands. Britannia
produces and distributes premium brands such as 50:50, Good Day, Little Hearts,
Milk Bikis, MarieGold, Maska Chaska, NutriChoice, Pure Magic, Treat, and Tiger. A
strong brand portfolio facilitates customer recall and enhances Britannia’s market
penetration capabilities.

It mainly caters to the premium segment. With the launch of Tiger brand, it has taken
a plunge in the low-end category, taking competition head on with Parle which is the
leader in this segment. The company has also diversified within dairy and bakery
products to enter the butter, cheese and ghee markets. The company added two new
products -- Sweet Lassi and Milkman Cold Coffee -- to its existing dairy-based drinks
portfolio which includes the `ZipSip' brand of flavored milk.

They are the only Indian biscuit company with a presence across all segments, from
Glucose, Salted, Arrowroot and Premium Cream Biscuits. Biscuits contribute 84% of
Britannia's total turnover. Other products include bread (6 per cent) and cakes (2 per
cent). Britannia diversified into dairy products in 1997 with processed cheese and
dairy whitener. The portfolio was expanded with the launch of butter, pure, flavored
milk in tetra packs and UHT milk. Dairy products account for 8 per cent of the
company’s total turnover. Over the years, Britannia has trimmed down its wide

9
product portfolio and focused on value-added instead of low-margin products. The
company divested a range of unrelated business interests in soyabean extraction,
edible oils, export of cashewnuts and shrimp, granites and software. The company
rationalized its products portfolio by reducing the products from 35 to around 25.

Britannia has share of 20 per cent in the biscuit market. In the organized biscuit
market, the market share is higher at 40 per cent. The company claims a share of 33
per cent of the organized cheese market and 15 per cent of the milk powder.

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

1.3 BRITANNIA IN OVERSEAS

Britannia in the Middle East

In March 2007, Britannia Industries Limited formed a Joint Venture with the Khimji
Ramdas Group, one of the largest and the most respected business conglomerates in
the Middle East. Britannia and its Associates have acquired a significant stake in
Dubai based Strategic Food International Co. LLC and Oman based Al Sallan Food
Industries Co SAOG. The two companies are key regional players in the biscuits,
wafers and cookies segment in the GCC markets and export their products across the
world.

Strategic Food International Co. LLC (SFIC) is one of the largest biscuit and wafer
manufacturing companies in the Middle East. An ISO and HACCP certified
company; SFIC is also a proud winner of the Dubai Quality Appreciation Certificate.
It offers a
10
 wide spectrum of products under the brand Nutro, which is a leading biscuit brand in
the Middle East.

Al Sallan Food Industries Co is one of the foremost companies to produce cookies,

rolls and chocolates. The products are well known under the brand name of Baker's
Pride.

1. Britannia in Sri Lanka

9th August 2008 goes down in the history of our company as the day when Britannia
started manufacturing and marketing its products in Sri Lanka. Apart from tapping
new markets and going international, our company will afford many more families
and individuals a chance to enjoy healthy, nutritious, and delightful products. Even as
we navigate foreign territories, we affirm our purpose, values, vision and goals in Sri
Lanka- to help people enjoy life, through healthy snacking, and make this accessible
to all people anywhere, everyday…

Products manufactured in Sri Lanka include the most popular Milk Bikis, Milk Cream
Smileys, Vita Marie Gold, Creams and Cookies.

1.4 HISTORY OF BRITANNIA

 1982:
 The Genesis - Britannia established with an investment of Rs. 295 in Kolkata.

 1910:
 Advent of electricity sees operations mechanized.

 1921:
 Imported machinery introduced; Britannia becomes the first company East of the Suez to

11
 use gas ovens.

 1939 – 44:
 Sales rise exponentially to Rs.16,27,202 in

 1944:
 During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore

 1975:
 Britannia Biscuit Company takes over biscuit distribution from Parry's

 1978:
 Public issue - Indian shareholding crosses 60%

 1979:
 Re-christened Britannia Industries Ltd. (BIL)

 1983:
 Sales cross Rs.100 crore

 1989:
 The Executive Office relocated to Bangalore

 1992:
 BIL celebrates its Platinum Jubilee

 1993:
 Wadia Group acquires stake in ABIL, UK and becomes an equal partner with
Grouped DANONE in BIL

 1994:
 Volumes cross 1,00,000 tons of biscuits
12
 1997:
 Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new
mission: 'Make every third Indian a Britannia consumer' BIL enters the
dairy product market.

 1999:
 "Britannia Khao World Cup Jao" - a major success! Profit up by 37%.

 2000:
 Forbes Global Ranking - Britannia among Top 300 small companies.

 2001:
 BIL ranked one of India's biggest brands.
 No.1 food brand of the country.
 Britannia Lagaan Match: India's most successful promotional activity of the year.
 Maska Chaska: India's most successful FMCG launch.

 2002:
 BIL launches joint venture with Fonterra, the world's second largest
Dairy company.
 Britannia New Zealand Foods Pvt. Ltd. is born.
 Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes
Global.
 Economic Times ranks BIL India's 2nd Most Trusted Brand.

 2003:
 'Treat Duet'- most successful launch of the year.
 Britannia Khao World Cup Jao rocks the consumer lives yet again

 2004:
 Britannia accorded the status of being a 'Super brand'
 Volumes cross 3,00,000 tons of biscuits

13
 Good day adds a new variant - Choconut - in its range

 2005:
 Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!
 Britannia launched 'Greetings' range of premium assorted gift packs.
 The new plant in Uttaranchal, commissioned ahead of schedule.

 2007:
 Britannia industries formed a joint venture with the Khimji Ramdas Group and
acquired a 70 percent beneficial state in the Dubai-based Strategic Foods International
Co. LLC and 65.4% in the Oman-based Al Sallan Food Industries Co. SAOG.
 2008:
 Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies',
Low Fat Dahi and renovated 'MarieGold'.

Founders

Dr. N Balasubramanian
Dr K.B Chandrashekhar
Mr. Arjun Malhotra
Prof. Jagdish Sheth
Dr. Sridhar Mittal

14
 BOARD OF DIRECTORS

Name Designation

Mr.Nusli Wadia Chairman

Ms. Vinita Bali Managing Director

Mr. A.K.Hirjee Director

Dr. Ajai Puri Director

Mr. Avijit Deb Director

Mr. Jeh N Wadia Director

Mr. Keki Dadiseth Director

15
 1.5 PRODUCT LINE

TREAT

As a move to consolidate all the individual Cream Treat offerings under a single
umbrella, Britannia launched Treat in 2002. Treat has a range of tasty delights for all
kids with yummy creamy treasures within the biscuit shells. The kids have always
relished unraveling the irresistibly delicious creams hidden inside the biscuit
BritanniaTreat offers a wide variety of flavors, such as the Elaichi, the Fruit Flavored
Creams such as Orange, Pineapple, Mango, and Strawberry, the Jam Filled Centers
under the Jim Jam range, and the Duet Range (biscuits with two flavors of cream
between three layers of biscuit) comprising Strawberry Vanilla and Duet Strawberry
Chocolate.
16
Britannia Treat has now launched yet another mouthwatering delight under its
umbrella. The delicious Fruit Rollz take the Treat brand beyond the cream biscuits
and provides yet another lip-smacking delight to its consumer.

Fruit Rollz

Fruit rollz filled with the goodness of real fruits and provide a healthy yet
scrumptious treat to our 'loveable devils' Treat also introduced its naughty and
adorable brand mascot FUNTOOSH whose primary occupation is mischief!
FUNTOOSH is the guy who will pull off any trick to make sure he gets to eat his
Britannia Treat!

For all you kids, who have relished the yummy treasures ofBritannia Treat in
exciting flavors, look out for yet another reason to celebrate!

Britannia Treat launches a new and exciting combination of chocolate and caramel in
a single bar - TREAT CHOCO GELO. This unique and never before product is
guaranteed to double the masti and double the fun that you have with Treat.

Treat Choco Gelo has been launched nationally in August 2007 and is available at an
attractive price of just Rs.5/-
17
So go ahead, open this delicious pack, indulge yourself with Treat Choco Gelo and
enjoy Yummy Chocolate and Gooey Caramel for "Double Masti ka Double Dose"

TIGER

Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very
first year of its launch and continues to be so till today. Tiger has grown from strength
to strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has
further helped bolster its growth in the highly competitive glucose biscuit category.

Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk.
It is for modern mothers who play an enabling role for their children to compete in
today's world and thus want the best. Now Tiger Glucose has been fortified with "Iron
Zor" with an attempt towards addressing the Iron Deficiency crisis the children of
India face.

Over the years, Tiger has become the mass-market face of Britannia symbolizing fun
and energy in both urban and rural India, and transcending glucose biscuits.

Tiger Coconut: Delicious Coconut Flavored Energy Biscuits, launched in 2001.

18
Tiger Creams: Was introduced in 2002 at just Rs 5 per pack. Tiger Cream is now
available in Orange, Elaichi, Chocolate, Pineapple, Strawberry, and Butterscotch
flavors, and promises to bring more fun and more energy to children across the
country.

Chota Tiger: Is an extension of brand Tiger launched nationally in May 2007. It is

mini sized poppable glucose biscuit with colored sugar sprinkling. It comes in two
variants: Milk Sparkies and Choco Sparkies

Tiger Banana: Britannia is committed to help secure every child's right to Growth &
Development through good foodevery day. Purposefully taking forward the credo of
'Eat Healthy, Think Better ', we have launched a new variant under our power brand
TIGER - TIGER BANANA - power packed with IRON ZOR & and with the
delightful taste of banana.

IRON ZOR helps make mind sharper and body stronger. An Rs.4 pack has as much

IRON ZOR as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this nutritious and delightful
snack for children.

Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is
accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and Rs.10.

19
GOOD DAY

Britannia Good Day was launched in 1986 in two delectable avatars - Good Day
Cashew and Butter. Over the years, new variants were introduced - Good Day Pista
Badam in 1989, Good Day Choco chips in 2000 and Good Day Coconut in 2004.

This rich biscuit enjoys a fan following of consumers across all ages, loyal to the
brand promise of a great taste evident from the visibly abundant ingredients. Goodday
is amongst the fastest growing brands in Britannia's portfolio and is today the market
leader with almost 2/3 share of the market. The brand is synonymous with everyday
treats that infuse happiness into people's daily lives.

After two decades of magnificent success, it was time to give the nation yet another
reason to have a good day. Abundance, goodness, indulgence, and now unrestrained
joy - that is the message of this new campaign.

The new TT ad is the uncontrollable expression of the ticket collector's happiness and
joy that is stimulated by consumption of the cookie that spreads cheer amongst the
people around him creating an atmosphere of shared joy that's orchestrated andstraight
from the heart. The celebration was taken to the IPL as good day cheered along with a
million cricket fans in the stadiums, each screaming and proclaiming, "Ho Gaya re
Good Day". The dazzling brilliance of this Endeavour, the contagious rhythm needs to
be lived and spread through the nation, making 'Iska toh ho Gaya Re Good Day' a
part of the common lingo and a way of life.

20
Good day honestly believes laughter and happiness are infectious, it transcends race,
caste creed unifying humanity in an inclusive emotion.

The brand perseveres to infuse cheer, hearten the nation and enliven lives. With its
rightful place on the front page of The Times of India, Good Day gifts the nation a
priceless treasure, that of spreading JOY!

BOURBON

Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits,
topped with sugar crystals - presenting, the original Bourbon, from the house of
Britannia.

India's first and favorite Bourbon's sweet adventure began in 1955. Since then,
Bourbon lovers across the country have been caught opening this chocolate couplet,
licking the cream, and nibbling at the melt-in-your-mouth biscuit, bit by bit. Some
have been witnessed chomping it whole, at one go. Some have been noted to
alternateit with sips of coffee; others team it with lots of gossip and gupshup, while a
few havebeen observed enjoying it with a book. And some have been seen reluctantly
sharing their Bourbon.

21
Whatever the occasion, wherever the hangout, Bourbon makes for great company.
You can grab your very own Nano Pack or a Pocket Pack. The Hangout Pack is
exactly right for chilling with friends. Take along a Party Pack for... yes, a party! And
the GiftPack will surely win you a few brownie points!

50 -50

With a brand name like 50-50, can the product be anything but fun? Launched in
1993, 50-50 belongs to the family of crackers and is considered the "very very tasty,
tasty" snack.

Britannia 50-50 is the leader in its category with more than one-third of market share.
The versatile and youthful brand constantly aims to provide a novel and exciting taste
experience to the consumer. As a result, in 2001, the delicious Maska Chaska was
launched as a variant of the original brand and became an instant success.

22
MARIE GOLD

Britannia's oldest brand enjoys a heritage that spans the last 50 years - and going
strong. In a market swamped with me-too products and where even the name 'Marie'
has become generic, Britannia Marie Gold has maintained its stronghold. Today, the
ever- popular Marie Gold is synonymous with the 'Teatime Biscuit'. Its taste,
crispiness and lightness make it a must for every tea break. It is the #1 brand in its
category by a long shot.

MILK BIKIS

Kids may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has
been trusted by mothers as a source of growth energy of milk and their loyalty to the
brand has made it an integral part of their children's nutrition regimen.

In 1996, Milk Bikis launched a variant called Milk Cream. These round biscuits come
with smiley faces and are full of milk cream that makes them extremely popular with
children.

23
Milk Cream also promoted the idea of 'eating milk' in a yummy way, which makes
mothers happy as well.

To keep pace with the demands of the new generation and to bring milk nutrition to
the masses in a delightful form, Milk Bikis, went one step further in the last quarter
of2006 in providing not just
energy but ‘developmental fuel’ for children. With a uniqueand attractive honeycomb
design and an enhanced product experience, the new biscuit is now fortified with
SMART NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid mental and
physical development in growing kids.

NUTRICHOICE

24
In continuation of the promise of "Swasth Khao, Tan Man Jagao," Britannia
introduced NutriChoice range of healthy biscuits in 1998. The brand is
targetedtowards overall health and wellness for adults.

The range has for long comprised of three popular variants, namely NutriChoice Thin
Arrowroot, NutriChoice Cream Cracker and NutriChoice Digestive.

NutriChoice Thin Arrowroot - An ageless classic

Extremely popular in East India for over 4 decades (where it is affectionately referred
to as Britannia Theen), this brand contains the benefits of arrowroot known to aid
digestion and remove harmful toxins from the body. Prior to 1998 it was being
marketed as Britannia Jacob's Thin.

NutriChoice Cream Cracker - As nature would have wanted it to be

Ask any biscuit manufacturer and they will tell you how difficult it is to make this
biscuit, especially with next to nothing sugar, with NO added colors and flavorings
for taste. It is this neutral taste that makes it an ideal choice to be consumed with hot
beverages, dips, chutneys, and accompaniments.

NutriChoice Digestive - Delightfully tasty and wholesome

Made with 50% whole-wheat and packed with added fiber (10% of our daily dietary
needs), these delightfully tasty biscuits are amongst your healthiest bites of the day. In
your next visit to a shop just look out for its Golden-green international pack.

In 2007, NutriChoice SugarOut was launched. NutriChoice SugarOut is the most

novel product range to have been
introduced in the market. The product is not just sweet but tastes great, and yet contains
no added sugar. It is sweetened with "Sucralose," derived from sugar, which

25
provides the same sweetness as any other biscuit, without the added calories of sugar.

This range is available in 3 delicious variants namely Lifetime, Chocolate Cream,

and Orange Cream, targeted towards all health sensitive people. It is also relevantfor
consumers with sugar- related ailments.

We are confident that you will be pleasantly surprised with the great tasting and
healthy range of NutriChoice. Try one and you will know that you've made one smart
choice.

NutriChoice 5 Grain

Most consumers believe that to in order to stay healthy one needs to make certain
compromises on some good things in life. Whether it is missing that extra hour of
sleep over early morning exercise or eating unappetizing foods over that extra oil-
dripping samosa. At the same time most of us agree that good nutrition cannot come
from one kind of food alone, but from a healthy combination / assortment of several
healthy ingredients put together. Britannia NutriChoice 5 Grain Biscuits are a perfect
answer to those looking for healthy eating options without as much making a
compromise on taste, or convenience, or health.

Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen
healthy cereals (Oats that help reduce bad cholesterol, Corn which promotes heart
health, Ragi a good source of both Calcium as well as Fiber, Rice low in fat, and
Wheat that provides wholesome energy). These biscuits are delicately sweetened
withnatural honey and come in a unique large oval shape. It is this large size and the
healthy combination of the ingredients that make it an ideal hunger buster for those in-
between meals time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket

26
meals packs, so that one is never far away from pacifying hunger on the move. So
whenever you miss your breakfast, or succumb to those unhealthy evening snacks,
you can relish the goodness of health with Britannia NutriChoice 5 Grain biscuits.

NutriChoice Classic Lite Cracker - NutriChoice Crackers have for long been the
healthy choice of the discerning consumer. The popular NutriChoice Cream Cracker
has been improved to make it crispier and tastier and been rechristened as Nutrichoice
Classic Lite Cracker.

NutriChoice Nature Spice Cracker - Now there is more choice for the discerning
cracker consumer. NutriChoice Nature Spice Crackers are delicately sprinkled with
the goodness of Ajwain and Jeera. Ajwain s benefit with good digestion is legendary,
while each one of us relishes the taste of Jeera. In addition, 0% Sugar is added to
thesebiscuits which deliver the health promise that Nutrichoice is known for.

NutriChoice Crackers are made by using a special FRESH BAKE TECHNOLOGY,

which ensures that they are completely free from Cholesterol, harmful Transfats,
artificial preservatives, colors and flavors. They come in an international metalized
packaging, which ensures that the biscuits retain maximum freshness till the time they
are opened.

27
TIME PASS

Before Time pass, Britannia's offering in the salted cracker category was Snacks.
Launched in 1999, Snacks was promoted as a tastier base for toppings through edgy
advertising.

Then in late 2000, supported by aggressive advertising that featured the brand as a
perfect partner for time pass moments, Britannia Time pass was launched.

The brand quickly became a leader in Britannia's portfolio and, consequently, Snacks
was revamped as a lighter product and renamed Britannia Time pass Classic Salted.
To further the franchise of the Timepass brand, a variant 'Nimkee' was introduced in
the Eastern market in April 2003, and then taken nationwide after a favorable
response. Judging by its history, the resounding success of Britannia Time pass will
continue to grow.

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LITTLE HEARTS

Little Hearts was launched in 1993 and targeted the growing youth segment. A
completely unique product, it was the first-time biscuits were retailed in pouch packs
like potato wafers. The launch message introduced a special taste experience that
made the unlikeliest characters - like Dracula and Frankenstein - melt. In 1997, the
'Direct Dil Se' campaign encouraged youngsters to openly express their feelings. And
in 2003, two variants called Little Hearts Chocolate and Little Hearts Sesame were
rolled out with a campaign "Dil sabka actually sweet hai". With Little Hearts,
Britannia has tasted the sweet taste of success.

29
NICE TIME

Britannia Nice Time was the pioneer of sugar sprinkled biscuits in India. This unique
product managed to create such a strong consumer pull that soon there was a rush of
pretender products in the market, clearly indicative of the success of the concept.
Today, Nice Time has a fan base spread across India, and, particularly, East India,
where its consumers have grown up with the brand. Especially popular amongst
children, Britannia Nice Time has managed to create a loyal franchise for itself and is
a strong brand loved by people of all ages.

30
DAIRY FRESH

Till 1958, there were no breads in the organized sector and bread consumption was a
habit typified by the British. Then, a mechanized bread unit was set up in Delhi with
the name "Delbis" which produced sliced bread and packed it under the Britannia
name. Thus, Britannia was not only the pioneer, but also inculcated in the people of
Delhi the habit of eating white sliced bread.

The Mumbai unit came up in 1963, and there again Britannia was the first branded
bread in the city. From a company offering 2 packs - the 400gm and the 800gm plain
white sliced bread - Britannia has evolved into a company offering 22 packs, catering
to a variety of taste and price segments in the bread consuming market. The last
couple of years also saw the introduction of Whole Wheat Bread as a part of "Eat
Healthy, Think Better" credo.

31
Cakes

Britannia entered the cake market in the year 1963 and is the top player in the
market.
Britannia Cakes range is divinely scrumptious and has both Bar Cakes and Cup Cakes
which were launched in 2005. Bar Cakes are available in variants that include Fruit,
Butter Sponge, Chocolate, Pineapple, Milk, Vanilla Chocolate and Orange. Apart
from being delicious, these snacks are packed with healthy ingredients making them
wholesome & delightful. Britannia cupcakes come in vanilla and orange flavors

32
Rusk

Britannia launched its rusks in the year 2005. In a Market full of unbranded players,
Britanniarusks have stood head and shoulders above the rest in terms of sheer quality.
They are made from the finest ingredients and baked with care as they are twice as
crisper as and tastier than ordinary rusks. The communication for this mouthwatering
offering is aptly “Enliven your spirits with Britannia rusks

GIFTS

Britannia brings you 'Shubh Kaamnayein' converting little moments of the festive
season intodelightful memories

The magical time of year is round the corner.

The special edition for 2008 'Britannia Premium Assorted Cookies' is all about
33
surprises, the enchanting discovery of new tastes and innovative packaging. It offers
you delightful cookies made with rich ingredients and flavors such as Cranberry,
Butter Scotch, Honey Raisin, Choc Chips, Coffee Almond, Cashew, Honey
andAlmond. The much loved 'Britannia Classic Hampers' contain an assortment of
Britannia's popular brands like Good Day, Treat Jim Jam, Bourbon, and Little Hearts.

The innovatively conceptualized packaging, of ingenious tray packs and collectible

tin boxes, uses calligraphy, brush strokes of colors and clever use of symbols,
beautifully fusing tradition, and art for the festive season. It brings alive a
commonality of joy and celebration. This range promises to pamper your senses and
emotions.

We understand that the wondrous occasion of light and radiance is incomplete

without the presence of near and dear ones. Britannia 'Shubh Kaamnayein' joins you
as you express yourlove and good wishes, to the ones who make life special for you.
Britannia 'Shubh Kaamnayein' is designed to add joy to moments, transforming them
into delightful memories. We have judiciously packaged and priced this entire range
to make it available to everyone who wants to share good wishes. As part of our 90th
year festivity we present Britannia Shubh Kaamnayein, to add 'Zindagi mein life'.

Milk Rusk (round) 70/- (available in 200gms, 400gms)

Milk Rusk (oval) 70/- (available in 200gms, 400gms)
Saunf Rusk70/- (available in 200gms, 400gms)
Jeera Rusk70/- (available in 200gms, 400gms)
Cardamom Rusk75/- (available in 200gms, 400gms)

Cookies

Flower Biscuits 70/- (available in 250gms, 400gms)

Coconut Biscuits 75/-(available in 250gms, 400gms)

34
Jam Centre 75/-(available in 250gms, 400gms)
Custard 75/-(available in 250gms, 400gms)
Chocolate Marble 75/-(available in 250gms,
400gms) Orange 75/-(available in 250gms, 400gms)
Coconut Macroon 95/-(available in 200gms, 350gms)
Chocolate Walnut 120/-(available in 250gms,
400gms)
Pure Chocolate Cashew 120/-(available in 250gms, 400gms)
Butter Pista 130/-(available in 250gms, 400gms)

Almond Cookies 130/-(available in 250gms, 400gms)

1.6 COMPETITION INFORMATION

Generally, all organizations have competitors in the market. A particular organization

always comprises with other same business and according to market share we clarify
the brand of product is giving more challenge to my product. I found many products
which can be compared with Britannia Biscuit. As a conclusion I found that
particularly in my provided area Britannia is really doing well and its performance is
on surprising level. Lost market share to ITC Foods and has struggled to keep pace
with Parle in glucose biscuits. Pepsi, Kraft, DANONE could be formidable
competitors. Britannia seeks to build market share through expanded product
portfolio, acquisitions, JVs and thrust on rural consumer. In my provided area the
share of the market is as follows.

BRITANNIA 34.8%

PARLE-G 31.9%

ITC 8.6%

SURYA FOODS 8%

35
 ANMOL BAKERS 4.2%
OTHERS 15.6%

When we compared with other businesses then we follow the quality, price,
distribution system, promotional strategy etc. of the competitors Britannia in this
area is doing well. So, this is the comparison with other biscuits brands. According to
our findings we found that BRITANNIA is the market leader.

PARLE

Parle Products has been India's largest manufacturer of biscuits and confectionery for
almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of
other extremely popular brands, the Parle name symbolizes quality, nutrition and
greattaste. With a reach spanning even to the remotest villages of India, the company
has come a very long way since its inception.

Many of the Parle products - biscuits or confectioneries, are market leaders in their
category and have won acclaim at the Monde Selection, since 1971. With a 32% share
of the total biscuit market and a 15% share of the total confectionary market in India,
Parle has grown to become a multi-million-dollar company. While to the consumers
it's a beacon of faith and trust, competitors look upon Parle as an example of
marketing brilliance.

ITC
In July 2003, ITC forayed into the Biscuits market withthe SunFest range of
36
Glucose, Marie, and Cream Biscuits. Sunfeast’s brand essence, "Spread the Smile"
connotes happiness, contentment, satisfaction, and pleasure. The mascot Sunny
reinforces the emotional aspects of the brand. In aspan of 6 years SunFest has launched
many new varieties and has its presence in almost all types of biscuit categories.

1.7 SWOT ANALYSIS OF THE ORGANISATION

Strength Weakness
 Fulfil one of our basic  Decreases nutritional value.
requirements among Air, Water,  Increases the cost of food product
food, shelter.  Industry and technology require
 Widely accepted in high investment
all Generations  regular usage of processed food can
 Easily available in various forms cause alteration in health
 Provide good Instant Remedy for
hunger in the form of readymade
food
 Preserves the non-seasonal food
and makes it available all
throughout the year

Opportunities Threats

 Increase economy of India  Many companies are result oriented

 Generate  Increase in pollution

employment  Sometimes provide poor quality of
opportunity product for more profit

 Good quality of Goods  Lack of technolo

 Provide competition to foreign

37
 CHAPTER 2
RESEARCH METHODOLOGY

2.1 OBJECTIVES

To analyze the Marketing Strategies adopted by BRITTANIA

To understand the Brand performance of all BRITTANIA products.

To study the Sources of Brand equity of BRITTANIA like Brand awareness,Brand

Image.

2.2 SCOPE OF THE STUDY

The scope of the project is to analyze the marketing strategies of Britannia and to
understand the market share and growth of coca cola company in India and in other
countries. We can understand the competitors as well as about the product offered by
Britannia. The strengths and weaknesses of Britannia company is displayed in this
project.

Britannia’s mission and values which it wants to achieve in the coming years can be
easily analyzed through this project. This Project also focuses on the objectives such
as marketing mix and positioning of the products of the company

38
2.3 METHODOLOGY
research methodology is considered as the nerve of the project. Without a proper
well- organized research plan, it is impossible to complete the project and reach to
any conclusion. The project was based on the survey plan. The main objective of
survey was to collect appropriate data, which work as a base for drawing conclusion
and getting result.

Therefore, research methodology is the way to systematically solve the research

problem. Research methodology not only talks of the methods but also logic behind
the methods used in the context of a research study and it explains why a particular
method has been used in the preference of the other methods

Research design:

Research design is important primarily because of the increased complexity in the

market as wellas marketing approaches available to the researchers. In fact, it is the
key to the evolution of successful marketing strategies and programmers. It is an
important tool to study buyer’s behavior, consumption pattern, brand loyalty, and
focus market changes. A research design specifies the methods and procedures for
conducting a particular study. According to Kerlinger, “Research Design is a plan,
conceptual structure, and strategy of investigation conceived as to obtain answers
to research questions and to control variance.

39
 Data collection methods:

 Data can be obtained from primary or secondary sources. Primary data refer to
information obtained by the researcher on the variables of interest for specific
purpose of the study. Secondary data refer to information gathered from sources
already existing, while discussing literature survey. Some of the examples of
secondary data are company records or archives, government publications, industry
analysis offered by the media, websites, the Internet, and so on. In some cases, the
environment or settings and events may themselves be sources of data, as for
example, studying the layout of a plant. Considering the research problem and
research methods defined, only secondary data was collected in this research.

Secondary Data – Secondary data are indispensable for most organizational

research. Secondary data refer to information gathered by someone other than the
researcher conducting
the current study. Such data can be internal or external to the organization and
accessed through the internet or perusal of recorded or published information.
Secondary data can be used, among other things, for forecasting sales by
constructing models based on past sales figures, and through extrapolation. There
are several sources of secondary data, including books and periodicals, Govt.
publications of economic indicators, census data, statistical abstracts, and data
bases the media, annual reports of companies, etc. Case studies and other archival
records sources of secondary data provide a lot of information for research and

40
 problem solving. Such data are, as we have seen, mostly qualitative in nature. Also
included in secondary sources are schedules maintained for or by key personnel in
organizations, the desk calendar or executive, and speeches delivered by them.
Much of such internal data, though, could be proprietary and not accessible to all.

 The advantage of seeking secondary data sources is savings in time and costs of
acquiring information. However secondary data as the sole source of information as
the drawback of becoming obsolete, and not meeting the specific needs of a
particular situation or setting. Hence, it is important to refer to sources that offer
current and up to date information.

 Secondary data in this research was collected through various forms, company’s
profile, websites,and various literature studies.

2.4 LIMITATIONS

 The secondary data collected might consist of manipulations, which might have
givenbias in the result.

 The lack of experience in preparing the project report.

41
 2.5 REVIEW OF LITERATURE :-

According to Gluckman (1986) has studied1 the factors influencing the consumer preference of
wine. The explicit factors identified were, the familiarity with brand name, the price of wine,
quality or the mouth feel of the liquid, taste with regard to its sweetness or dryness and the
suitability of all tastes. Some of the implicit factors identified through extensive questioning
were, colour and appearance of wine. Most of the consumers preferred white wine to red.
Packaging, appearance, colour, use of foreign language and graphics were taken as important
clues for quality.
According to Venkateshwaralu et.al, (1987) conducted a study2 to analyze the buyer behaviour
towards biscuits. They have concluded that consumers generally prefer packed biscuits when
compared to unpacked ones. It was also found that children are the major influencers in
decision making while purchasing biscuits, though parents are equally involved. Besides, the
study revealed that 76 percent of the respondents purchase biscuits at least once in a week. It
was concluded that that the marketers have to give considerable importance to taste, freshness
and brand name of biscuits as they largely affect the decision making process of consumers.
3. According to Srinivasan (2000) reported that consumers with high educational qualification
highly prefer to buy processed products. Besides, processed fruits and vegetables are highly
preferred by consumers belonging to high-income group. The tolerable limit of price increase
identified is less than five percent and any change in price above this limit, would result in
discontinuance of the use of processed product. Majority of the consumers prefer processed
products because of their ready- to- eat.

42
 CHAPTER 3
CONCEPTUAL DISCUSSION

MARKET & MARKETING STRATEGY

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 otherwise 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 is given below.

1. Selecting largest markets segmentation

2. Positioning

3. Product

4. Price
43
5. Place

6. Promotion

7. Research and development

8. Marketing research

1. 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
habits. It is an approach midway between mass marketing and individual marketing.
Through this the choice of distribution channels and communication channels
become much easier. The researchers try to form segments by looking at consumer
characteristics; geographic, demographic, and psychographic. Aftersegmenting 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 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
44
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 product
has its 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 productwill 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 emphasizes on its distribution network. Proper distribution network gives
proper availability of the product.

Getting the right product to the right place at the right time involves the distribution
system. Distribution is the process of moving goods and services to the places where
they are wanted.
Channel Levels: The channel of distribution used by Britannia is: Intensive
Distribution: As biscuits need to reach the consumer at their nearest locations this type
of distribution channel is used. This type of distribution helps when for products that
are categorized by low involvement of the customer and where customer looks for
location convenience.
45
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 promotions, and public relations etc.

Advertising:

Britannia works in close partnership to promote its biscuits with retailers. Promotion
costsare shared with retailers. The more retailers sell - the more Britannia is able to
help them.

Britannia launches products that offer the company good returns, supporting these
through brand building and leveraging on its nationwide supply chain. Brand
building is an integral part of Britannia’s marketing philosophy with continued
46
promotions for its various brands creating loyal customers in the process.

Good day, "Richness is only one functional facet of Good Day. But there is also a
large emotional facet — that of spreading happiness. This became the plank on
whichGood Day began to be advertised. Also, with traditional notions of health
changing, rich foods are not necessarily looked at as being unhealthy. "Good day is
full of nuts and is rich but it is also good for health. So, they created the Swasth kao,
tan man jagao (Eat healthy, energize body and mind) campaign."

Sales promotion:

“Eat Britannia, Go for World Cup" was the theme adopted in 1999. People bought
the biscuit packs and searched for the lucky scratch for flying to England to see
world Cup Cricket match. The sales bounced 37% high on account of this strategy.
The scheme came alive again during the world Cup Match in 2002-2003 in South
Africa.

“Lagaan - the super hit movie " brought fame to Britannia Biscuits also as 40000
buyersof Britannia Biscuit packs were invited to see and a small lucky group to play
the game with the movie Stars of Lagan. What a novel way to promote a product - a
perception in correct proportion indeed!!

Now, recently promotional strategies are "Jodi Banao" Offer & winning ideas of the
“Monmatano Britannia pran bhorano sharodiya” contest like create a special flower
arrangement for dashmi. Get all the women in your street together and make a huge,
elaborate face of durga with flowers.

47
Publicity: Britannia brand is advertised through hoardings on cricket grounds, on
highways, through image building exercises like donations etc.

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 target market's size,
structure, and behavior. The second part outlines the planned price, distribution
strategy and marketing budget for the first year. The third part of the development
describes the long run salesand profit goals and marketing mix strategy over time .

48
 CHAPTER-4
DATA ANALYSIS

1. WHAT IS YOUR AGE GROUP?

Interpretation: The above pie chart depicts that the main consumers are aged

between 0-30 years.

.2. WHAT IS YOUR OCCUPATION?

49
Interpretation: The above bar graph shows that students are the main customers of
thecompany.

3. HOW OFTEN DO YOU USE BRITANNIA PRODUCTS?

50
Interpretation: The above information shows that Britannia’s products are used by
customers on a regular basis.

51
4. IF NOT BRITANNIA WHICH OTHER COMPANY’S PRODUCTS YOU
LIKE THEMOST?

Interpretation: The main competitor of Britannia is Parle.

5. WHICH BRITANNIA PRODUCT DO YOU PREFER THE MOST?

52
Interpretation: The biscuits are the main products used by the customers among all
theproducts offered by Britannia.

6. HOW, DO YOU GET TO KNOW ABOUT THE BRITANNIA PRODUCTS?

53
Interpretation: The main mode of advertisement is T.V. Majority of the respondents
getto know about the products through television.

7. WHAT DO YOU THINK ABOUT THE PRICE CHARGED BY BRITANNIA?

54
Interpretation: Majority of the respondents feel that the products are fairly priced.
8.ARE, YOU SATISFIED WITH THE RANGE OF THE PRODUCTS OFFERED
BYBRITANNIA?

55
Interpretation: The respondents were satisfied with the range of products offered
by Britannia.

9. DOES THE PACKAGING OF THE BRITANNIA PRODUCT INFLUENCE

YOURPURCHASE?

56
Interpretation: The above information makes it clear that packaging place an
especially important role in the buying behavior.

10. WHAT ATTRACTS YOU THE MOST IN BRITANNIA PRODUCTS?

57
Interpretation: The above pie chart shows that the respondents chose Britannia for
itstaste and quality.

11. WHERE DO YOU BUY BRITANNIA PRODUCTS FROM?

58
Interpretation: Majority of the consumers buy the products from organized retail stores.

12. DOES THE DISCOUNT OFFERED ON THE PRODUCTS INFLUENCES

YOURDECISIONS TO BUY?

59
Interpretation: The above information shows that discounts play an important role in
thebuying decision.

60
 CHAPTER 5
CONCLUSION AND SUGGESTIONS
CONCLUSIONS

1. The main consumers of Britannia’s products are between the age group of 0-30 years.

2. Students are the main customers of Britannia.

3. Britannia is the most popular brand among its competitors followed by Parle.

4. The television medium is the most important part of the advertising.

5. Most customers feel that the products are fairly priced.

6. The consumers are satisfied with range of the offered by Britannia.

7. Britannia has developed a brand name for itself, and consumers are happy with the

qualityand taste of its products.

8. The main channel through which the products are sold these days are the large-scale

retailstores.

9. Discount place an important in the buying behavior of the consumers

61
 SUGGESTIONS

 Major sales of Britannia are due to its biscuits so it should focus on creating a
goodmarket share for its other products as well.
 Britannia should try and make certain products which attract the middle age groups
as

well.
 Consumers are diet conscious in India so Britannia should introduce more sugar
freeproducts to attract consumers.

 Marketing team should try to increase the availability of Britannia in rural areas.

 Company must make strategy to fight local confectioneries.

 Since customer’s expectations of this brand is high, company should take feedbacks
fromthe customers. It will increase the loyalty of customers towards this brand.

 Company representatives should visit the retailers and should make a long- term
relationship with the retailer so that they can push the product.

62
 BIBLIOGRAPHY

REFERENCE BOOKS: -

 Kotler Philip, Marketing Management, 13th edition, 2009, Pearson Education

 Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing HousePvt.
Ltd, New Delhi.

 Chabbra, T.N, Marketing Management, 5th edition,

2009, WEB: -

 http://www.britannia.co.in/companyoverview_overview.htm

 http://www.britannia.co.in/investerzone_bonus_financial.htm

 http://www.britannia.co.in/overseas.htm

 http://www.britannia.co.in/overview.htm

63
ANNEXTURE
QUESTIONNAIRE

1. WHAT IS YOUR AGE GROUP?

a. 0-15 YRS b. 15-30 YRS c. 30-50 YRS d. 50 YRS+

2. WHAT IS YOUR OCCUPATION?

a. STUDENT b. SERVICE c. BUSINESS d.
HOUSEMAKER
e. OTHER (please specify................................)

3. HOW OFTEN DO YOU USE BRITANNIA PRODUCTS?

a. VERY OFTEN b. SOMETIMES c. RARELY d. NEVER

4. IF NOT BRITANNIA WHICH OTHER COMPANY’S PRODUCTS YOU LIKE

THE MOST?
a. PARLE b. PRIYAGOLD c. ITC
SUNFEASTd. OTHER (please specify..............)

5. WHICH BRITANNIA PRODUCT DO YOU PREFER THE MOST?

a. BISCUITS b. BREAD c. CAKES d. DAIRY
PRODUCTS(CHEESE/CURD)

6. HOW DO YOU GET TO KNOW ABOUT THE BRITANNIA PRODUCTS?

a. MAGAZINES b. NEWSPAPERS c. T.V d. WORD OF MOUTH

64
 e. OTHER (please specify................................)

7. WHAT DO YOU THINK ABOUT THE PRICE CHARGED BY BRITANNIA?

a. OVERPRICED b. UNDERPRICED c. FAIRLY PRICED

8. ARE YOU SATISFIED WITH THE RANGE OF THE PRODUCTS

OFFERED BYBRITANNIA?
a. YES b. NO

9. DOES THE PACKAGING OF THE BRITANNIA PRODUCT

INFLUENCE YOURPURCHASE?
a. YES b. NO

10. WHAT ATTRACTS YOU THE MOST IN BRITANNIA PRODUCTS?

a. BRAND NAME b. TASTE & QUALITYc. PRODUCTS OFFERED
d. PRICE e. OTHER (please specify..................)

11. WHERE DO YOU BUY BRITANNIA PRODUCTS FROM?

a. GROCERY STORES b. ROADSIDE VENDORS c. ORGANISED
RETAIL STORES
d. OTHER (please specify................................)

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