i

Project Report
On
CONSUMER RESPONSES TOWARDS
BRITANNIA INDUSTRIES LIMITED

Submitted in the partial fulfilment of the requirement for the award of
The degree of Bachelor of Business Administration (2011- 2014)

TO
Guru Gobind Singh Indraprastha University

Under the guidance of:
MR. ARPIT SINHA
Sales & Operations Manager

Submitted By:
Name:-SAHIL VAID
Enrol. No:- 10390201710
BBA Vth Semester

SRI GURU TEG BAHADUR INSTITUTE OF
MANAGEMENT AND INFORMATION TECHNOLOGY
( GGSIP UNIVERSITY )

ii

DECLARATION

I, SAHIL VAID, hereby declare that the project work entitled CONSUMER
REASPINSES TOWARDS BRITANNIA INDUSTRIES LIMITED
submitted to Guru Gobind Singh Indraprastha University is a record of
original work done by me under the guidance of Mr. Arpit Sinha, Sales &
Operations Manager.











______________________
Signature of Scholar
Place: Delhi Name:- SAHIL VAID
Date:- Enrollment No: -10390201710





iii

CERTIFICATE

This is to certify that SAHIL VAID, Enrollment No. 10390201710, BBA
student of Sri Guru Teg Bahadur Institute of Management & Information
Technology has done Project Work on CONSUMER REASPINSES
TOWARDS BRITANNIA INDUSTRIES LIMITED under the guidance of
Mr. Arpit Sinha.


_________________________
Signature of Director
(Prof.) Dr. P. L. Sethi


___________________________
Signature of Teacher Incharge
Ms. Inderpreet Kaur


__________________________
Signature of Guide
Ms. Rineet Kaur


__________________________
Signature of Scholar
Place: Delhi Name:-SAHIL VAID
Date :- Enrollment No: 10390201710

iv


ACKNOWLEDGEMENT

With profound sense of gratitude and regard, I express my sincere thanks to my
guide and mentor Mr. Arpit Sinha, for his valuable guidance and confidence he
installed in me, that helped me in the successful completion of this project
report. Without her help, this project would have been distant affair. His
thorough understanding of subject and professional guidance is indeed of
immense help to me. I am also thankful to the faculty members of our institution
who cooperated with me and gave me their valuable time.









______________________
Signature of Scholar
Place:-Delhi Name:- SAHIL VAID
Date:- Enrollment No: 10390201710






v

EXECUTIVE SUMMARY





The title of the project is to identify the reasons for inconsistent sales of little
hearts with the help of consumer and retailer survey. And also specify
suggestions to increase the demand with consistency.

For that the survey of 150 consumers and 200 retailers had been made and it is
found that little hearts is not properly marketed. This product is lacking in
promotion activities such as advertisement, schemes, and also in distribution
system.

The results of both consumer & retailer survey has been presented.

Consumer survey includes consumer behavior & retailer survey emphasis on the
effect of retailer push energy on the demand of little hearts.

The total area that has been covered is DELHI and its various parts from
northern, southern, east and west Delhi.

The consumers and retailer surveyed for this report is through close ended
questions in the questionnaire and also through observations.

vi

TABLE OF CONTENT

S.NO. CHAPTERS PAGE
NO.
i.
ii.
iii.
iv.
v.
FRONT PAGE
DECLARATION
CERTIFICATE
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
i
ii
iii
iv
v
1 INTRODUCTION TO TOPIC
1. 1 CONSUMER BEHAVIOUR
1. 2 WADIA GROUP PROFILE
1. 3 FINANCIAL STRENGTH
1-7
2
3
4-7
2 COMPANY PROFILE
2. 1 HISTORY OF BISCUITS
2. 2 HISTORY OF BRITANNIA INDUSTRIES
2. 3 COMPANY OVERVIEW
2. 4 OVERVIEW OF PRODUCTS
2.5 LITERATURE REVIEW
2.6 FOODS MAJOR - BRITANNIA INDUSTRIES
2. 7 PLANT LOCATIONS
2.8 SWOT ANALYSIS
2. 9 BUSINESS
2.10 NEW PRODUCTS
2.11 MANAGEMENT TEAM
2.12 LITTLE HEARTS
8-33
9-11
12-13
14-15
16-17
18
19-20
21
22-23
24-26
27-30
31
32-33
3 MARKETING STRATEGIES
3.1 MARKETING STRATEGIES OF BRITANNIA
3.2 SEGMENTING, TARGETING, POSITIONING
COMETITORS ANALYSIS
3.3 DISTRIBUTION NETWORK OF BRITANNIA
3.4 MODERN TRADE CHAIN
3.5 INVENTORY MANAGEMENT
3.6 STRATEGIES TO MAKE OFFERINGS
3.7 FLOW CHART

34-50
34-36

37-38
38-42
43
43-45
45-59
50
vii

4 RESEARCH METHODOLOGY
4.1 OBJECTIVE OF RESEARCH METHODOLOGY
4.2 STEPS IN RESEARCH METHODOLOGY
4. 3 THE SCOPE OF RESEARCH METHODOLOGY
4.4 METHODS OF DATA COLLECTION PRIMARY
AND SECONDARY DATA
4.5 SAMPLE SIZE AND AREA
51-60
51
51
52-53

54-58
58-60
5 DATA ANALYSIS & INTERPRETATION
5.1 CONSUMER BEHAVIOR
5.2 BRAND AWARENESS
5.3 FREQUENCY OF CONSUMPTION OF LITTLE
HEARTS.
5. 4 WHAT MOTIVATES A RETAILER TO SELL
LITTLE HEARTS.
5.5 SURVEY RESULTS FOR MARGIN WITH
LITTLE HEARTS
5.6 SURVEY RESULTS FOR SUPPLY OF LITTLE
HEARTS
5. 7 REASONS RESPONSIBLE FOR
INCONSISTANT SALES OF LITTLE HEARTS.



61
62

63-73

74-75

76

77

78
6 FINDINGS
79-80
7 LIMITATIONS
81
8 SUGESSIONS & RECOMMENDATIONS
82-83
9 CONCLUSION
85
10 QUESTIONNAIRE

86-89
11 BIBLIOGRAPHY
90