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1 A STUDY ON MARKET PENETRATION OF MARIE BISCUITS IN CHENNAI CITY By VIJAY S (Reg.No.41502631119) of S.R.M.

ENGINEERING COLLEGE A PROJECT REPORT Submitted to the FACULTY OF MECHANICAL ENGINEERING in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION JUNE 2004 2 BONAFIDE CERTIFICATE Certified that this project report titled A STUDY ON MARKET PENETRATION OF MARIE BISCUITS IN CHENNAI CITY is the bonafide work of Mr. VIJAY S who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not form part of any other project or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate. INTERNAL GUIDE HEAD OF THE DEPARTMENT (PRIYA KRISHNAN) (Dr.JAYSHREE SURESH) ABSTRACT The title of this project clearly states that the purpose of the study is A STUDY ON MARKET PENETRATION OF MARIE BISCUITS IN CHENNAI CITY & to know the micro profiling of Chennai. The problem is to identify the market share in Chennai & market share of its competitor. Therefore a research is conducted to give and exposure to this case. The study is an attempt to know what is the exact expectation of retailers in Chennai city to do good business. The survey was based on a formal interview and the responses are obtained through questionnaires. The sample size for the retailers was 150. The city selected is Chennai and convenience sampling was adopted to conduct the survey. The responses thus received through questionnaire and personal interview were suitably analyzed and interpreted with considerable suggestions and recommendation. The statistical tools were used in interpretation of the response. Thus obtained results satisfied the objectives of the study to the maximum extent. The collected data is tabulated and analyzed to assess, 3 To know the satisfaction level of perception regarding the service provided by the company To know the satisfaction level with current product & its performance To find out the factors that influenced them to buy the product & there is

any plan to purchase any of the products in the near future Though enough of measures were ensured for non deviating from the main objective. Due to the time and monetary cost there were some limitations in the study. And hence this project or the study should be viewed in respect to the limitation of the study. ACKNOWLEDGEMENT I take this opportunity to thank all those who extended their enthusiastic support in helping me to complete this endeavor. I have great pleasure in acknowledging my thanks to Dr.R.VENKATARAMANI our Principal for his encouragement and help throughout the course. I am deeply indebted to Dr.(Mrs.) JAYASHREE SURESH , Head of the department for her valuable suggestions and guidance in completing this project . I wholeheartedly wish to thank Miss Priya Krishnan, lecturer for his immense help and valuable guidance in completing this project. I acknowledge with thanks to BRITANNIA INDUSTRIES LIMITED for giving me the opportunity to undertake this project .My special thanks are also due to Mr.MURUGAN, Sales Manager of BRITANNIA INDUSTRIES LIMITED. for his valuable guidance and great moral support throughout the project period. Finally I express my deepest gratitude and note of thanks to all my friends and respondents who played a vital role in helping me complete this project. 4 TABLE OF CONTENTS CHAPTER 1 - INTRODUCTION PAGE NO 1.1 Introduction 1 1.2 Industry profile 3 1.3 company profile 5 1.4 Need for the study 7 1.5 Review of Literature 8 1.6 Limitations of the study 10 CHAPTER 2 - RESEARCH METHODOLOGY 2.1 Research Design 11 2.2 Statistical tools 13 2.3 Objectives of the study 14 2.4 Scope of the study 15 CHAPTER 3 - CONCLUSION 3.1 Analysis and interpretation 16 3.2 Statistical tools 38 3.3 Findings of the study 50 3.4 Suggestions 52 CONCLUSION 54 APPENDIX QUESTIONNAIRE BIBLIOGRAPHY 5 LIST OF TABLES S No Table Title Page No

3.1.1 Nature of outlet 16 3.1.2 Whether the retailer sells marie biscuits 17 3.1.3 Brands of marie biscuits stocked 18 3.1.4 Average stock hold at any point of time 19 3.1.5 Average sales of various brands of marie biscuits in a month 20 3.1.6 Ranking of brands according to shelf movement 21 3.1.7 Whether the customers ask for a specific brand of britannia marie biscuits 22 3.1.8 Whether the retailer suggest any other brand if a particular brand is not available 23 3.1.9 Whether customers are aware of britannia marie biscuits 24 3.1.10 Whether the customer specify to purchase britannia marie biscuits 25 3.1.11 Variety of britannia marie biscuits the retailer stocks 26 3.1.12 The customer buy britannia marie biscuits for the following reasons 27 3.1.13 Whether the customer purchase britannia marie biscuit as a single purchase 28 3.1.14 Level of satisfaction towards britannia marie biscuits sold by the retailer 29 3.1.15 Opinion on the price of britannia marie biscuits compared to other biscuits 30 3.1.16 Usefulness of display material offered by the manufactures of britannia marie biscuits 31 3.1.17 Whether the retailer displays pop materials offered by the organisation 32 3.1.18 Usefulness of pop materials 33 3.1.19 Whether other companies in the food product segment offer display schemes 35 3.1.20 Whether other companies in the food product segment offer display schemes 36 6

LIST OF FIGURES S No Table Title Page No 3.1.1 Nature of outlet 16 3.1.2 Whether the retailer sells marie biscuits 17 3.1.3 Brands of marie biscuits stocked 18 3.1.4 Average stock hold at any point of time 19 3.1.5 Average sales of various brands of marie biscuits in a month 20 3.1.6 Ranking of brands according to shelf movement 21 3.1.7 Whether the customers ask for a specific brand of britannia marie biscuits 22 3.1.8 Whether the retailer suggest any other brand if a particular brand is not available 23 3.1.9 Whether customers are aware of britannia marie biscuits 24 3.1.10 Whether the customer specify to purchase britannia marie biscuits 25 3.1.11 Variety of britannia marie biscuits the retailer stocks 26 3.1.12 The customer buy britannia marie biscuits for the following reasons 27 3.1.13 Whether the customer purchase britannia marie biscuit as a single purchase 28 3.1.14 Level of satisfaction towards britannia marie biscuits sold by the retailer 29 3.1.15 Opinion on the price of britannia marie biscuits compared to other biscuits 30 3.1.16 Usefulness of display material offered by the manufactures of britannia marie biscuits 31 3.1.17 Whether the retailer displays pop materials offered by the organisation 32 3.1.18 Usefulness of pop materials 33 3.1.19 Whether other companies in the food product segment offer display schemes 35 3.1.20 Whether other companies in the food product segment offer

display schemes 37 7 CHAPTER 1 INTRODUCTION Marketing is the process of planning and executive the conception, Pricing promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. Marketing activities should be carried out under a well-thought-out philosophy of efficient, effective, and socially responsible marketing. There are five competing concepts under which organisation can choose to conduct their marketing activities. The production concept, the product concept, the selling/sales concept, the marketing concept, and the social marketing concept. The customer is the theme of all business functions. The purpose of business is to create and keep customers. If the customers are not satisfied, a day would come when there will be no customers to do business with. Therefore, the customer should be put at the centre of all business activities, cutting across function and hierarchical boundaries. The marketing concept holds that the key to achieving organisational goals consist of being more effective than competitors in integrating marketing activities towards determining and satisfying the needs and wants of target markets. Meeting needs profitability Find wants and fill them Love the customers, not the product Customer satisfaction is a must in business. Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her expectations. Satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. 8 The producers attempts to find out people who will pay for his product and buy them for his own satisfaction from the products while manufactures make decision of the scope for the products, they satisfy consumer wants and needs. Advertisers try to understand basic forces that cost human behaviour with in the market. They get such knowledge from psychology and sociology for their desires .this is called consumer behaviour which is used to construct models by which marketing people plan strategies, later on, these are used in advertising campaign. INDUSTRY PROFILE PROFILE OF BISCUIT INDUSTRY In India the biscuit industry started in the middle of the 19th century. In 1887, the first bakery was set up in India. There were four factories during Second World War. The Second World War helped the industry to prosper with an increase for its products both for military and civilian consumption. After the Second World War the biscuit production in India increased rapidly.

Now there are more than 31 units in the organized sectors but also there are maybe small scale sectors involved in biscuit productions. Biscuit making is made adaptable to small scale units because of the simple manufacturing process, easy availability of raw materials and the low cost involved in its production. The ingredients that go in its production are wheat flour, sugar, leavening agents, permitted emulsifier, flavor and dough conditioners. A survey conducted by the Institute of Industry and Market Research in New Delhi, indicated that during 1973-1974 there were about 180 units, manufacturing biscuits in the factory sector and about 3000 units in the family sector. By now it should be twice the figure. 9 The well known companies which produces biscuits are : AUROFOODS (TRUE) BAKEMANS BRITANNIA INDUSTRIES LIMITED KELLOGS KWALITY NUTRINE (SARA LEE) PARLE SMITHKLINE BEECHAM EXPORT PERFORMANCE India exports biscuits to the Middle East, African and other neighboring countries. There is stiff competition from European countries. U.K. has been the major competitor as far as India in concerned. IMPORT PERFORMANCE Import of biscuits by general trade has been discontinued since years. However some quantity of biscuits are imported only by military and for other special purpose. The major countries from which these are imported are West Germany, Netherlands and U.S.A. COMPANY PROFILE: PROFILE OF BRITANNIA INDUSTRIES LIMITED Britannia Industries Limited has deep rooted its name firmly in each and everyones mind and heart, the company deals with producing wide range of biscuits, cakes, dairy products and snacks. The corporate identity Eat Healthy, Think Better proves its quality. A humble beginning was made to manufacture biscuits in a small house in central Calcutta with an investment of Rs. 295. In the year 1918 Gupta Brothers took Mr.C.H.Holmes, an English businessman in Calcutta, as a partner. The Britannia Biscuit Company Limited (BBCo.) was registered on March 21, 1918 and brand name Britannia was launched. 10 In the year 1979 they changed the company name as Britannia Industries Limited (BIL). In 1968 BIL celebrated Golden Jubilee and in 1992 BIL celebrated its Platinum Jubilee. During the World Cup of Cricket 99, The single biggest promotion ever in Indian marketing history was undertaken by BIL. BIL is given ISO 9002 for its quality production. BIL have reduced their exports. They export only biscuits to Russia and other African countries. In 1998, companys sales was Rs.1000 crores. Britannia now produces

over 1,00,000 tonnes of biscuits every year and over 60,000 tonnes of bread and cake, with 4 production units, over 5800 employees and 21 franchise manufacturers, and of course an excellent distribution network of more than 34 warehouse and more than 2,00,000 retail outlets. BIL produces 28 brands of bakery biscuits, breads, 8 varieties of cakes, 5 brands of dairy products and 8 brands of snacking. BISCUIT PRODUCTS VARIETIES Bourbon cream Brita Checkers Elaichi cream Orange cream Pineapple cream Fifty Fifty Good day (Butter, Cashew, Pista Badam, Coconut Crunchees) Jacobs thin Jim Jam Little Hearts Mango cream Marigold Milk Bikies Milk Bikies Milk Cream 11 Milk Bikies Fun land Nice Time Nutri Choice (Cream Cracker, Digestive, Thinlite) Tiger NEED FOR THE STUDY Since it is said A problem well defined is half solved. The problem is specified clearly with which aspect it should be carried out. The title of this project clearly states that the purpose of the study is to know the market penetration of Britannia Marie Gold in Chennai city & customer awareness of the product. The problem is to identify the market share of the equipment in Chennai & market share of its competitor. Therefore a research is conducted to give and exposure to this case. The study is an attempt to know what is the exact expectation of customers in Chennai city for the company to do good business. REVIEW OF LITERATURE Retailing is the set of business activities that adds value to the products and services sold to consumers for their personal or products in stores. But retailing also involves the sale of services: overnight lodging in a motel, a doctors exam, a haircut, a videotape rental, or a home-delivered pizza. Not all retailing is done in stores. Examples of non-store retailing are Internet sales of record albums by CDNOW (www.cdnow.com), the direct sales of cosmetics by Mary Kay, and catalog sales by L.L.Bean and Patagonia. A retailer is a business that sells products and services to consumer for their

personal or fairly use. Retailers are the final businesses in distribution channels that link manufacturers with consumers. Functions performed by retailers Retailers undertake business activities and perform functions that increase the value of the products and services they sell to consumers. These functions are: 12 1. Providing an assortment of products and services 2. Breaking bulk 3. Holding inventory 4. Providing services Providing assortments: Supermarkets typically carry 15,000 different items made by over 500 companies. Offering an assortment enables their customers to choose from a wide selection of brands, designs, sizes, colors, and prices in one location. All retailers offer assortments of products, but they specialize in the assortments they offer. Supermarkets provide assortments of food, health and beauty care, and household products, while the Gap provides assortments of clothing and accessories. Economic significance of retailing: because activities performed by retailers are important to consumers, retailing is a significant economic institutions and a big business in our society. Retailing affects every fact of life. Just think of how many contacts you have with retailers when you eat meals, furnish you apartment, have your car fixed, and buy clothing for a party or job interview. Types of retailers The 1.4 million U.S. store based retailer range from street vendors selling hot dogs to large corporations such as Sears that have become an integral part of American culture. Each retailer survives and prospers by satisfying a group of consumers needs more effectively than its competitors. Over time different types of retailers have emerged and prospered because they have attracted and maintained a significant customer base. LIMITATIONS OF THE STUDY The study has the following constraints 1. The sample sizes is restricted to 150 retailer, due to the time and financial constraints. 2. Convenience sampling has its own limitations, being biased and unsatisfactory. 3. 150 retailer sample cannot be generalized to entire universe. 13 4. The study is conducted considering the prevailing condition which are subjected to change in future. 5. Also less cooperation from the respondents. CHAPTER 2 RESEARCH METHODOLOGY The following points are considered in carrying out the research. A. RESEARCH DESIGN: A research design is purely ad simply the framework a plan for a study that guides the collection and analysis of the data. The research design used in this project are : Exploratory research To define research problems, gathering information, for developing hypothesis.

Descriptive Research To describe the characteristics of certain groups e.g. users of a product with different age, sex etc., to determine whether certain variables are associated e.g., age and usage of a product. B. DATA COLLECTION METHOD: The main sources through which data is collected are 1. Primary data 2. Secondary data The data collected for this research is through primary data collection method. The instrument used for collecting primary data is structured undisguised questionnaire schedule from customers and retailers. 14 C. SAMPLING PLAN Sampling is used to collect data from limited numbers whereas census is used for large numbers. Since limited number are considered sampling method is used. Sampling unit: The retailers of various type of outlet are surveyed. Sample Size: For retailer => 150 Sampling technique Non probability (non random ) sampling method is used in this project. Convenience sampling technique is, those which do not provide every item in the universe with a known chance of being included in the sample. Sampling media Sampling media adopted in this survey is personal interview. D. FIELD WORK Fieldwork carried on for administering questionnaire is at Chennai city. The problems in data collection were, the respondents were not at place, respondent bias. The problems, which gave rise to errors, were adjusted by assumptions and adjustments. STATISTICAL TOOLS USED Statistical tools were used to find inferences between the variables and analyzing the results. The following are the tools used. 1) Percentage Analysis (%) 2) Kolmogrov Sminrov Test 3) Ranking method 4) Chi square Test 5) Confidence Interval test Considering the above points the research is carried out. 15 OBJECTIVES OF THE STUDY PRIMARY OBJECTIVE The main objective of the study is A STUDY ON MARKET PENETRATION OF MARIE BISCUITS IN CHENNAI CITY SECONDARY OBJECTIVE v To know brand of Marie biscuits they stock

v To find the average stock & sales hold at ay time by the retailer v To know whether customer asks for particular brand of Marie biscuits v To identify the reason for buying the particular brand of biscuits & variety of Britannia Marie biscuits they stock v To know the usefulness of the display material offered by the manufacturers of Britannia Marie biscuits v TO identify the overall satisfaction of the Britannia Marie Gold biscuits 16 SCOPE OF THE STUDY 1. The study is conducted towards retailers v To find the type of outlets selling Britannia biscuits v To find the various brands of Britannia biscuits stocked and average sales per week v To ascertain retailer opinion on various brads of biscuits with respect to supply, margin, replacement, schemes and display v To find the most suitable method of sales promotion as perceived by the retailer v To find out whether Britannia biscuits is supplied by a distributor or wholesaler 17 CHAPTER 3 ANALYSIS & INTERPRETATION TABLE1 - NATURE OF OUTLET Options No of respondents % BAKERY 22 22 TEA SHOP 17 11.33 SUPERMARKET 42 28 DEPARTMENTAL STORES 29 19.34 PROVISION STORES 26 17.33 OTHERS 3 2 Total 150 100 Inference Majority of the outlets are supermarket (28%), 19.34% of the outlet are departmental stores and whereas 17.33% are provision stores.
NATURE OF OUTLET 16% 12% 30% 21% 19% 2% BAKERY TEA SHOP SUPERMARKET DEPARTMENTAL STORES PROVISION STORES OTHERS

18 TABLE 2 WHETHER THE RETAILER SELLS MARIE BISCUITS OPTIONS No of respondents % YES 150 100

NO 0 0 Total 150 100 Inference All the retailers sell marie biscuits (100%).
CHART SHOWING WHETHER THE RETAILER SELLS MARIE BISCUITS 150 0 0 20 40 60 80 100 120 140 160 YES NO

19 TABLE 3 BRANDS OF MARIE BISCUITS STOCKED OPTIONS No of respondents % BRITANNIA MARIE 74 39.4 DUKES MARIE 58 30.9 PARLE MARIE 30 15.9 TRUE MARIE 26 13.8 Total 188 100 Inference Majority of them stock Britannia marie (39.4%), some of them stock dukes marie (30.9%) and whereas few of them stock parle (15.9%) & true marie (13.8%).
CHARTSHOWING BRANDS OF MARIE BISCUITS STOCKED 74 58 30 26 0 10 20 30 40 50 60 70 80 BRITANNIA MARIE DUKES MARIE PARLE MARIE TRUE MARIE

20 TABLE 4 AVERAGE STOCK HOLD AT ANY POINT OF TIME OPTIONS <10 10-20 >20 BRITANNIA MARIE 45 17 12 DUKES MARIE 37 16 5 PARLE MARIE 20 7 3 TRUE MARIE 16 6 4 Inference: From the table it is seen that majority of the retailers holds < 10 packs and whereas some of them hold 10-20packs.
AVERAGE STOCK HOLD AT ANY POINT OF TIME 45 37 20 17 16 16

76 12 5 34 0 5 10 15 20 25 30 35 40 45 50 BRITANNIA MARIE DUKES MARIE PARLE MARIE TRUE MARIE <10 10 TO 20 >20

21 TABLE 5 AVERAGE SALES OF VARIOUS BRANDS OF MARIE BISCUITS IN A MONTH OPTIONS <40 40-50 >50 BRITANNIA MARIE 53 11 10 DUKES MARIE 40 12 6 PARLE MARIE 22 6 2 TRUE MARIE 18 7 1 Inference: From the table it is seen that majority of the retailers sell < 40 packs in a month and whereas few of them sell more than 50 packs.
53 11 10 40 12 6 22 6 2 18 7 1 0 10 20 30 40 50 60 BRITANNIA MARIE DUKES MARIE PARLE MARIE TRUE MARIE

AVERAGE SALES OF VARIOUS BRANDS OF MARIE BISCUITS IN A MONTH


<40 40-50 >50

22 TABLE 6 RANKING OF BRANDS ACCORDING TO SHELF MOVEMENT NO OF RESPONDENTS FACTORS 12345 BRITANNIA 84 28 14 13 11 DUKES 21 76 16 19 18 PARLE 11 21 85 72 21

TRUE 16 10 15 71 38 OTHERS 18 15 20 35 62 Inference From the table it is inferred that Britannia is ranked first according to shelf movement. Second is dukes marie, third is parle, fourth is true and fifth is other brands of biscuits.
RAKING OF BRANDS ACCORDING TO SHELF MOVEMENT
84 21 11 16 18 28 76 21 10 14 15 16 85 15 20 13 19 72 71 35 11 18 21 38 62 0 10 20 30 40 50 60 70 80 90 BRITANNIA DUKES PARLE TRUE OTHERS 1 2 3 4 5

23 TABLE 7 WHETHER THE CUSTOMERS ASK FOR A SPECIFIC BRAND OF BRITANNIA MARIE BISCUITS Options No of respondents % YES 120 80 NO 30 20 Total 150 100 Inference 80% of the retailers feel that the customers ask for specific brand of Britannia marie biscuits and whereas 20% do not ask for specific brand.
120 30 0 20 40 60 80 100 120 YES NO

CHART SHOWING WHETHER THE CUSTOMERS ASK FOR A SPECIFIC BRAND OF BRITANNIA MARIE BISCUITS

24 TABLE 8 WHETHER THE RETAILER SUGGEST ANY OTHER BRAND IF A PARTICULAR BRAND IS NOT AVAILABLE Options No of respondents % YES 113 75.33 NO 37 24.67 Total 145 100 Interpretation

75.33% of the retailer suggest other brand if a particular brand is not available and whereas 24.67% do not suggest.
CHART SHOWING WHETHER THE RETAILER SUGGEST ANY OTHER BRAND IF A PARTICULAR BRAND IS NOT AVAILABLE
113 37 0 20 40 60 80 100 120 YES NO

25 TABLE 9 WHETHER CUSTOMERS ARE AWARE OF BRITANNIA MARIE BISCUITS Options No of respondents % YES 150 100 NO 0 0 Total 150 100 Inference All the respondents are aware of Britannia Marie biscuits (100%).
CHART SHOWING WHETHER CUSTOMERS ARE AWARE OF BRITANNIA MARIE BISCUITS 145 100 20 35 150 0 0 20 40 60 80 100 120 140 160 YES NO

26 TABLE 10 WHETHER THE CUSTOMER SPECIFY TO PURCHASE BRITANNIA MARIE BISCUITS OPINION No of respondents % YES 138 92 NO 12 8 Total 150 100 Inference Majority of the respondents specify to purchase Britannia marie biscuits (92%) and whereas 8% do not specify.
CHART SHOWING WHETHER THE CUSTOMER SPECIFY TO PURCHASE BRITANNIA MARIE BISCUITS 92% 8% YES NO

27 TABLE 11 VARIETY OF BRITANNIA MARIE BISCUITS THE RETAILER STOCKS Opinion No of respondents %

REGULAR PACK 98 65.33 FAMILY PACK 52 34.67 Total 150 100 Interpretation Majority of the respondents stocks regular pack (65.33%) and whereas 34.67% stock family pack.
CHART SHOWING VARIETY OF BRITANNIA MARIE BISCUITS THE RETAILER STOCKS
98 52 0 20 40 60 80 100 120 R E G U L A R P A C K FAMILY PACK

28 TABLE 12

WHETHER THE CUSTOMER BUY BRITANNIA MARTIE BISCUITS FOR THE FOLLOWING REASONSOptions
No of respondent s % PRICE 30 20 AVAILABILITY 9 6 QUALITY 59 39.33 ADVERTISEMENT 12 8 OFFER 6 4 RETAILER RECOMMENDATION 15 10 TRIAL PURCHASE 19 12.67 Total 150 100 Interpretation Majority of the respondents feel that customers buy marie biscuit for quality (39.33%), 20% feel it is price and whereas 12.67% feel it is trial purchase.
30 9 59 12 6 15 19 0 10 20 30 40 50 60 PRICEQUALITYOFFERTRIALPURCHASE

CHART SHOWING WHET HER THE CUSTOMER BUY BRIT ANNIA MARTIE BISCUITS FOR THE FOLLOWING REAS ONS

29 TABLE 13 WHETHER THE CUSTOMER PURCHASE BRITANNIA MARIE BISCUIT AS A SINGLE PURCHASE Options No of respondents % YES 78 52 NO 72 48

Total 150 100 Interpretation Majority of the retailer feel that customers purchase Britannia marie biscuit as a single purchase (52%).
CHART SHOWING WHETHER THE CUSTOMER PURCHASE BRITANNIA MARIE BISCUIT AS A SINGLE PURCHASE 52% 48% YES NO

30 TABLE 14

LEVEL OF SATISFACTION TOWARS BRITANNIA MARIE BISCUITS SOLD BY THE RETAILER


VERY HIGH HIGH NO SPECIFIC OPINION LOW VERY LOW PRICE 39 93 3 6 9 QUALITY 117 17 12 4 0 AVAILABILITY 120 16 4 10 0 ADVERTISEMENT 40 70 30 7 3 SALES PROMOTION OFFERS 10 95 12 24 9 DISTRIBUTION 39 81 26 4 0 SCHEMES OFFERED 21 67 14 45 3 Inference Majority of the respondents satisfaction level about the price is high. For quality & availability the respondents satisfaction level is very high and whereas for sales promotion offers, distribution & schemes offered the respondents satisfaction level is high. 31
LEVEL OF SATISFACTION TOWARDS BRITANNIA MARIE GOLD BISCUITS SOLD BY THE RETAILER 39 117 120 40 10 39 21 93 17 16 70

95 81 67 3 12 4 30 12 26 14 6 4 10 7 24 4 45 9 00 3 9 0 3 0 20 40 60 80 100 120 140 PRICE QUALITY AVAILABILITY ADVERTISEMENT SALES PROMOTION OFFERS DISTRIBUTION SCHEMES OFFERED VERY HIGH HIGH NO SPECIFIC OPINION LOW VERY LOW

32 TABLE 15 OPINION ON THE PRICE OF BRITANNIA MARIE BISCUITS COMPARED TO OTHER BISCUITS OPTIONS No of respondents % HIGH PRICED 18 12 LOW PRICED 36 24 MEDIUM PRICED 96 64 Total 150 100 Inference Majority of the respondents feel that the price of Britannia marie biscuits compared to other biscuits is medium (64%) and whereas 12% feel it is high priced.
OPINION ON THE PRICE OF BRITANNIA MARIE BISCUITS COMPARED TO OTHER BISCUITS
12% 24% 64% HIGH PRICED LOW PRICED MEDIUM PRICED

33 TABLE 16 USEFULNESS OF DISPLAY MATERIAL OFFERED BY THE MANUFACTURES OF BRITANNIA MARIE BISCUITS Options No of respondents % HIGHLY LEAST USEFUL 12 8 LEAST USEFUL 32 21.33 NO SPECIFIC OPINION 30 20 USEFUL 55 36.67 HIGHLY USEFUL 21 14 Total 150 100 Inference From the table it is inferred that majority of the respondent feel that display material offered by the manufacturer is useful (36.67%), 21.33% feel it is least useful and whereas 14% feel it is highly useful.
USEFULNESS OF DISPLAY MATERIAL OFFERED BY THE MANUFACTURES OF BRITANNIA MARIE BISCUITS
HIGHLY LEAST USEFUL LEAST USEFUL NO SPECIFIC OPINION

USEFUL HIGHLY USEFUL

34 TABLE 17 WHETHER THE RETAILER DISPLAYS POP MATERIALS OFFERED BY THE ORGANISATION Options No of respondents % Yes 127 84.67 No 23 15.33 Total 150 100 Interpretation 84.67% of the retailer displays POP materials offered by the organisation.
CHART SHOWING WHETHER THE RETAILER DISPLAYS POP MATERIALS OFFERED BY THE ORGANISATION
85% 15% Yes No

35 TABLE 18 USEFULNESS OF POP MATERIALS Options No of respondents % HIGHLY NOT USEFUL 8 6.3 NOT USEFUL 19 14.96 NO SPECIFIC OPINION 29 22.83 USEFUL 58 45.67 HIGHLY USEFUL 13 10.24 Total 127 100 Interpretation Majority of the respondents feel that POP materials are useful (45.67%) and whereas 22.83% have no opinion. 10.24% feel it is highly useful.
8 19 29 58 13 0 10 20 30 40 50 60 HIGHLY NOT USEFUL NOT USEFUL NO SPECIFIC OPINION USEFUL HIGHLY USEFUL USEFULNESS OF POP MATERIALS 150 100

TABLE 19 WHETHER OTHER COMPANIES IN THE FOOD PRODUCT SEGMENT OFFER DISPLAY SCHEMES Options No of respondents % YES 92 61.33 NO 58 38.67 Total 150 100 Inference 61.33% of the retailers feel that other companies in the food product segment offer display schemes.
CHART SHOWING WHETHER OTHER COMPANIES IN THE FOOD PRODUCT SEGMENT OFFER DISPLAY SCHEMES
61% 39% YES

NO

37 TABLE 20 WHETHER OTHER COMPANIES IN THE FOOD PRODUCT SEGMENT OFFER DISPLAY SCHEMES DISAGRE E STRONGL Y DISAGRE E SOMEWH AT NEUTRA L AGREE SOMEWH AT AGREE STRONGL Y DISTRIBUTOR PROVIDES EXCELLENT SERVICE WHEN COMPARED TO ANY OTHER DISTRIBUTOR IN THIS PRODUCT VARIETIES 6 9 9 114 12 DISTRIBUTOR PRESSURES TO STOCK MORE THAN REQUIRED 114 18 0 6 12 DISTRIBUTOR INFORMS ON TIME THE SCHEMES OFFERED BY THE COMPANY 6 0 6 9 129 SUPPLY OF STOCK IS

IMMEDIATE IN TERMS OF URGENCY 0 3 9 6 132 HELPING TO REPLACE DEFECTIVE STOCK 12 9 12 87 30 38 PAYMENT IS COLLECTED IN EASY WAYS 6 0 6 24 114 CONSISTENT SALESMAN ARE EMPLOYED BY THE DISTRIBUTOR 28 12 9 55 46 Inference In most of the statements regarding the distributor of Britannia Marie biscuits is agreeable, in some cases it is neutral whereas in few cases it is strongly agreeable
RANKING OF THE VARIOUS BISCUIT DISTRIBUTORS ACCORDING TO THE SERVICE PROVIDED BY THEM
84 21 11 16 18 28 76 21 10 14 15 16 85 15 20 13 19 12 71 35 11 18 21 38 62 0 10 20 30 40 50 60 70 80 90 BRITANNIA DUKES P A R L E TRUE OTHERS 1 2 3 4 5

39 STATISTICAL TOOLS USED FOR ANALYSIS CONFIDENCE LEVEL & SIGNIFICANCE LEVEL

The confidence level or reliability is the expected percentage of times that the actual value will fall within the stated precision limits. Thus, we take a confidence level of 95%, then we mean that there are 95 chances in 100 (or .95 in 1) that the sample results represent the true condition of the population within a specified precision range against 5 chances in 100 (or .05 in 1) that it does not. WHETHER THE RETAILER DISPLAYS POP MATERIALS OFFERED BY THE ORGANISATION Options No of respondents % Yes 127 84.67 No 23 15.33 Total 150 100 It is necessary that the above data should be applied to universe that purpose CONDIFENCE INTERVAL TEST is required. For confidence interval, the associated standard error should be calculated. S.E = SQRT [(PQ) / N] Where, P = Percentage showing whether the retailer displays POP materials offered by the organisation = 84.67 40 Q = Percentage showing the retailer does not displays POP materials offered by the organisation = 15.33 SE = SQRT [(1297.99) / 100] = 3.60 Confidence Interval = P (S.E * Z @ 95 %) = 84.67 (3.60 * 1.64) = 78.77 to 90.57 Which means that percentage showing whether the retailer displays POP materials offered by the organisation ranges between 78.77 to 90.57 SPEARMANS RANK CORRELATION The rank correlation co efficient is a measure of correlation that exists between two sets or ranks. Spearmans Rank Correlation Co efficient is calculated as follows: r = 1 - 6 di2 n (n2 1) Where n is number of packed observation d is the difference between one paired observation. The value of Spearmans Rank Correlation will always lie between 1 and +1. If the coefficient is HO the ranks given by two sets of judges show perfect positive correlation. If it is 1, the ranks given by two sets of judges have a perfect negative correlation between them. 41 NULL HYPOTHESIS HO: There is no correlation between the ranking of Britannia and Parle among respondents i.e., r = 0 H1: There is correlation between the ranking of Britannia and Parle among respondents i.e., r < 0 S.NO RANK (X) RANK (Y) RANK DIFFERNCE (RANK X RANK Y)

DIFFERENC E SQUARE di2 15411 24224 33124 44311 54224 64311 74311 84311 94311 10 3 4 -1 1 11 2 5 -3 9 12 4 3 1 1 13 4 3 1 1 14 4 1 3 9 15 3 1 2 4 16 4 2 2 4 42 17 4 3 1 1 18 3 4 -1 1 19 4 3 1 1 20 3 1 2 4 21 4 2 2 4 22 4 2 2 4 23 4 3 1 1 24 4 3 1 1 25 4 1 3 9 di2 =73 X = BRITANNIA Y = PARLE Spearmans r = r = 1 - 6 di2 n (n2 1) = 1 6 x 73 = 1 0.028 25 (252 - 1) = 0.972 r tabulated r (t), n = 25 at 5% level of significance r calculated r (c) = 1 = 1 = 0.20 n 1 25 1 Upper limit (U1) = r + r (t) x r (c) = 0 + 0.3977 x 0.20 = 0.08 INFERENCE: Since the r value = 0.972 it lies in the rejection region therefore we reject the null hypothesis at 5% level of significance and we accept the 43 alternate hypothesis. Hence, we conclude that there is positive correlation between the ranking of Britannia and Parle among the respondents. TO DETERMINE WHETHER RANKING OF ORDER OF PREFERENCE OF THE

MEDIUM OF ADVERTISEMENT THAT CREATES AWARENESS HO: There is no significant agreement in ranking by different respondents H1: There is significant agreement in ranking by different respondents RESPONDENTS 1 2 3 4 5 TOTAL Respondent 1 3 5 2 1 4 15 Respondent 2 1 2 4 3 5 15 Respondent 3 5 1 3 2 4 15 Respondent 4 5 2 4 3 1 15 Respondent 5 1 2 5 3 4 15 Respondent 6 3 1 5 2 4 15 Respondent 7 2 3 1 4 5 15 Respondent 8 3 4 1 5 2 15 Total (Rj) 23 20 25 23 29 120 (Rj Rm)2 1 16 1 1 25 44 1 BRITANNIA MARIE 2 DUKES MARIE 3 PARLE MARIE 4 TRUE MARIE 5 OTHERS 44 Therefore, Rm = Rj = 120 where N = 5 N5 Rm = 24 S = 44 W=S 1 K2 (N3 N) 12 = 0.06875 To find the table value of S Table value of S can be found out using K = 8, n = 5 at 5% level of significance S tab = 183.7 To judge the significance of W (0.06875) To accept the null hypothesis, S table value should be greater then calculated value. But the value of S is 274.16 which is higher then the table value which shows that (W = 0.06875) is significant. Hence, we reject HO. INFERENCE: This infers that the respondents are applying the same standard in ranking the n objects i.e. there is significant agreement in ranking by different respondents. 45 KOLMOGROV SMINROV TEST The Kolmogrov Smirnov Test (KS Test) tries to determine if two data sets significantly. The KS test has the advantage of making no assumption about the distribution of data. (Technically speaking it is non-parametric and distribution free). It is a goodness of fit used to examine the distribution function of the random variable (X). Test statistics T = Sup | F (x) S (x) | = Supremum of the absolute value of the difference between F (x) and S (X)

H0 is rejected if T exceeds the 1 quantile (W1 - ) of the Kalmogrov Smirnovs Statistic. 46 TO FIND OUT THE DISTRIBUTION OF RESPONDENTS RATING PATTERN ABOUT STATEMENT OF EAT HEALTHY THINK BETTER H0: Response Pattern obtained is uniformly distributed H1: Response Pattern is not uniformly distributed Test of Uniform Distribution Opinion F (x) Cumulative Percentage Null Hypothesis S (x) Cumulative Percentage Difference F (x) S (x) HIGHLY USEFUL 0.14 0.14 1/5 0.2 -0.06 USEFUL 0.37 0.51 2/5 0.4 0.11 NEITHER 0.20 0.71 3/5 0.6 0.11 NOT USEFUL 0.21 0.92 4/5 0.8 0.12 LEAST USEFUL 0.08 1 5/5 1 Calculated Value is: T (F (x) S (x)) = 0.12 Tabulated Value is T (tab) = 1.22 / n for 5 % significance level. When n = 5, T (tab) = 0.5456 Calculated value is less than tabulated value. H0 is accepted. INFERENCE: Response pattern obtained is uniformly distributed. 47 CHI SQUARE TEST Chi Square is an importance non parametric test and as such no test are necessary in respect of the type of population. We require only the degree of freedom (implicity of course the size of the sample) for using this test. As a non parametric test, Chi square can be used (i) as a test of goodness of fit and (ii) as a test of independence. Since the researcher used test of independence only the details about test of independence is given below. TEST OF INDEPENDENCE 2 test enables us to explain whether or not two attributes are associated. In order that we may apply the chi square test either as a test to judge the significance of association between attributes, it is necessary that the observed as well as theoretical or expected frequencies must be grouped in the same way and theoretical distribution must be adjusted to give the same total frequency as we find in case of observed distribution.

Karl Pearson developed a test for testing the significance of discrepancy between experimental values and the theoretical values obtained under some theory or hypothesis. This test is known as 2 test of goodness of fit. Karl Pearson proved that the statistic 2 = (O E) 2 / E O Observed Frequency E Expected Frequency 48 TO DETERMINE WHETHER THERE IS SIGNIFICANT DIFFERENCE BETWEEN BRANDS & AVERAGE STOCK HOLD AT AY POINT OF TIME Ho: There is no significant difference between brands & average stock hold at ay point of time H1: There is significant difference between brands & average stock hold at ay point of time AVERAGE STOCK HOLD AT ANY POINT OF TIME OPTIONS <10 10-20 >20 TOTAL BRITANNIA MARIE 45 17 12 74 DUKES MARIE 37 16 5 58 PARLE MARIE 20 7 3 30 TRUE MARIE 16 6 4 26 TOTAL 118 46 24 188 Expected Frequencies are: (118 * 74) / 188 = 46.44 (46 * 74) / 188 = 18.11 (24 * 74) / 188 = 9.45 (118 * 58) / 188 = 36.40 (46 * 58) / 188 = 14.19 (24 * 58) / 188 = 7.4 (118 * 30) / 188 = 18.83 (46 * 30) / 188 = 7.34 (24 * 30) / 188 = 3.83 (118 * 26) / 188 = 16.32 (46 * 26) / 188 = 6.36 (24 * 26) / 188 = 3.32 Calculation of 2: 49

Observed Frequency(O) Expected Frequency(E) (O E)2 (O E)2 / E 45 46.44 2.07 0.04 17 18.11 1.23 0.07 12 9.45 6.50 0.69 37 36.40 0.36 0.009 16 14.19 3.28 0.23 5 7.4 5.76 0.78 20 18.83 1.37 0.07 7 7.34 0.12 0.02 3 3.83 0.69 0.18 16 16.32 0.10 0.006 6 6.36 0.13 0.02 4 3.32 0.46 0.14 2.26 Calculated 2 =(O E)2 / E(O Observed Frequency E Expected Frequency) Calculated 2 = 2.26 Degree of Freedom =(4 - 1)(3 - 1)= 6 d.f at 5 % level of significance Therefore, Tabulated 2 = 12.592 Since Calculated 2 < Tabulated 2 Therefore, we accept the hypothesis. i.e., There is no significant difference between brands & average stock hold at ay point of time 50 FINDINGS OF THE STUDY v Majority of the outlets are supermarket (28%), 19.34% of the outlet are departmental stores and whereas 17.33% are provision stores. v All the retailers sell marie biscuits (100%). v Majority of them stock Britannia marie (39.4%), some of them stock dukes marie (30.9%) and whereas few of them stock parle (15.9%) & true marie (13.8%). v It is seen that majority of the retailers holds < 10 packs and whereas some of them hold 10-20packs. v It is seen that majority of the retailers sell < 40 packs in a month and whereas few of them sell more than 50 packs. v It is inferred that Britannia is ranked first according to shelf movement. Second is dukes marie, third is parle, fourth is true and fifth is other brands of biscuits. v All the respondents are aware of Britannia Marie biscuits (100%). v Majority of the respondents specify to purchase Britannia marie biscuits(92%) and whereas 8% do not specify. v Majority of the respondents stocks regular pack (65.33%) and whereas 34.67% stock family pack. v Majority of the respondents feel that customers buy marie biscuit for quality(39.33%), 20% feel it is price and whereas 12.67% feel it is trial purchase.

v Majority of the retailer feel that customers purchase Britannia marie biscuit as a single purchase(52%). 51 v Majority of the respondents feel that the price of Britannia marie biscuits compared to other biscuits is medium (64%) and whereas 12% feel it is high priced. v In most of the statements regarding the distributor of Britannia Marie biscuits is agreeable, in some cases it is neutral whereas in few cases it is strongly agreeable v Majority of the retailers have ranked Britannia Distributors first for the service provided by them. Second is Dukes, Third is Parle, Fourth is True and fifth is others. v In most of the statements regarding the level of satisfaction on the support given by the company towards retailers is mostly agreeable, in some cases it is neutral whereas in few cases it is strongly agreeable v It is seen that ranking of how the sales of Britannia Marie biscuits can be increased is given below: FACTORS RANK MAINTAINING QUALITY STANDARDS I KEEPING PRICE AT AFFORDABLE LEVELS II LARGE SCALE ADVERTISING III POINT OF PURCHASE PROMOIOTIO NAL ACTIVITIES IV AVAIABILITY AT ANY POINT OF TIME V 52 SUGGESTIONS The following are the recommendations put forward after studying the samples under consideration, the focus group results and the competitors: v First and foremost, the distribution system had to be strengthened. Though avid & protools range of products has a very good and a large distribution network in the city but was not well recognized in rural. The distribution levels of the products in comparison with the competitors were only satisfactory. A good rapport with the users of the products could prove very useful in improving the standard of the product . v Developing the brand name BRITANNIA MARIE GOLD among the users is also important, as not many users know the product about what it deals with. Not many users would bother to turn the paper around and check the standard of the company. A brand like this product has its standard tagged along with its brand name that it markets or at least makes it sound similar to the company name. Marie Gold has a very good brand value among all the of the paper and making use of such a big advantage could prove very useful. v Choice of dealers needs to be done on a more stringent and careful manner. Choosing the wrong dealer could be disastrous and could reduce the trust that the users have in the company. Since, the dealers are in direct contact with the users, it can be helpful in making promotion of the product through the dealers. v Training could be given on how to handle situations and deal with the product. The company needs to completely put forward what they expect and convey it to them. 53 v The company needs to improve the presentation of the product, as there have been complaints regarding the presentation of the equipment on the whole.

v Awareness of the product has to be done by the dealers who serve them, as they are in direct contact with them. v Advertisements and hoardings need to be screened. More advertisements during the initial stage would help the readers get familiar with the brand name and the paper v Point of purchase material needs to be attractive in such a manner that it makes the consumer take a second look at the product. The point of purchase material that was used for Greedy Bistix was very attractive (basketball nets). Point of purchase material could be made attractive by adopting Retro marketing. Retro marketing is a way of attracting the customer by teasing and tantalizing them. Eg., A board could be placed in front or on top of the rack saying, Dont look at this!. Consumers, out of sheer curiosity, would surely visit the rack and check the product out. Normally, when a person is asked not to do something, more are the chances that the person does that particular thing. Hence, retro marketing could be tried out as part of the point of purchase material. CONCLUSION A study on market penetration of Marie biscuits in Chennai city as helped to know the status of the product. Also has revealed the requirements of the customer, the profile, characteristics, taste of the dealer, satisfaction level of the equipment & how often they buy the product. Marie Gold has a good market share in the total shopping market in Chennai city next comes the Parle. Carrying out relevant sales promotional activities can 54 increase the equipment demand in Chennai city with regard to various brands in the market. This study has helped the researcher to gain good experience and more information about Britannia Marie Gold in Chennai city. APPENDIX QUESTIONNAIRE FOR RETAILLER 1. Name and Address of Outlet: 2. Nature of Outlet: Bakery Tea Shop Super market Departmental store Provision stores Others _____________ 3. a) Do you sell Marie biscuits? Yes No b b) If yes, what brand of Marie biscuits do you stock? Britannia Marie Dukes Marie Parle Marie True Marie 4. a) Kindly indicate the average stock that you hold any point of time. b) Kindly indicate the average sales of various brand of marie biscuits in a month. BRAND No. Of Pieces 1. 2. 3. 4. BRAND Avg. No. Of Pieces Sold 1. 2.

3. 4. 55 5 5. kindly rank the following brands according to the self movement (Rank from 1 to 4) Britannia Marie Dukes Marie Parle Marie True Marie Others _________ 6. a) Does a customer come and ask for a specific brand of Britannia Marie biscuits? Yes No b) If a particular brand is not available, do you recommend any other brand? Yes No If yes, which brand do you recommend, what are the reasons for that? 7. a) Are customers aware of Britannia Marie biscuits? Yes No b) Does a customer specify to purchase Britannia Marie biscuits? Yes No c) According to you, which variety of Britannia Marie biscuits do you stock? Regular pack Family pack d) Does a customer buy Britannia Marie biscuits for the following reasons? Price Availability Quality Advertisement Offer Retailer Recommendation Trial Purchase. 56 e) Does a customer purchase Britannia Marie biscuits as a single purchase? Yes No 8. Kindly circle your level of satisfaction towards the Britannia Marie biscuits you sell. 9. When compared to other biscuits, the price of Britannia Marie biscuits is? High priced Low priced Medium priced 10. a) Kindly circle the usefulness of the display material offered by the manufactures of Britannia Marie biscuits? Least useful Highly useful 12345 b) Do you display POP (point of purchase) materials offered by the organization? Yes No If yes, please circle the usefulness of POP materials. Not useful Highly useful 12345 c) Do other companies in food product segment offer display schemes? Yes No Factors Level of Satisfaction H.D.S H.S 1. Price 2. Quality 3. Availability

4. Advertisement 5. Sales Promotion Offers 6. Distribution 7. Schemes Offered 12345 12345 12345 12345 12345 12345 12345 57 If yes, for what period it is being offered and the approximate amount being paid 11.a) What kind of replacement policy each company provides towards food product? b) Kindly indicate the level of satisfaction with respect to replacement policy provided by various companies? 12. Please circle your agreement or disagreement with the following statements regarding your distributor of Britannia Marie biscuits. Factors Totally Totally Disagree Agree Name of the Brand Period of offer Approximate Amount Brand Kind of Replacement Policy 1. 2. 3. 4. Brand Level of Satisfaction H.D.S H.S 1. 2. 3. 4. 12345 12345 12345 12345 58 a. Distributor provides excellent service when compared to any other distributor in this product varieties b. Distributor pressures to stock more than required c. Distributor informs on time the schemes offered by the company d. Supply of stock is timely e. Supply of stock is immediate in terms

of urgency f. Helping to replace defective stock immediately g. Payment is collected in easy ways h. Consistent salesman are employed by the distributor 12345 12345 12345 12345 12345 12345 12345 12345 13. Please rank the various biscuit distributors according to the service provided by them. ( (Rank 1 to 4) Britannia Marie Dukes Marie Parle Marie True Marie Others __________ 14. Kindly indicate the level of satisfaction on the support given by the company towards retailers (special ref to Britannia Marie) H.D.S H.S 59 a. Company officials (Top Management) visit my outlet regularly. b. Only middle level executives visit my outlet c. Company officials visit my outlet only with the distributor. d. Company informs on new product and schemes personally. e. Company helps in solving problems if any with the distributor. f. Company motivates the retailers to sell more of their variety of food product. 12345 12345 12345 12345 12345 12345 15. According to you, how can the sales of Britannia Marie biscuits can be increased? (Rank from 1 to 7) Maintaining quality standards Availability at any point of time

Keeping price at affordable levels Large-Scale advertising Point of purchase promotional Schemes to keep retailers to stock activities Britannia Marie more Any others please specify ______________________________________________________________ BIBLIOGRAPHY PRINCIPLES OF MARKETING MANAGEMENT - Philip Kotler Gary Armstrong MARKET RESEARCH - D.D.Sharma MARKETING RESEARCH - HarperW. Boyd Ralph Westfall Stanly F. Stasch STATISTICAL METHOD - S.P.

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