SR.

NO

INDEX
TITLE

Introduction

Objective Of The Study

Rational Behind The Study

Research Methodology

Review Of Literature

Data Analysis

Finding

Conclusion

Bibliography

PAGE NO

CHAPTER 1
INTRODUCTI
ON

Britannia industries ltd,unit rudrapur was established on 1 st April 05 in the area of

approx.20 acres mainly for the purpose of production of biscuits this is almost free
from all taxes.
In Britannia industries ltd there are many departments which are inter connected to
each other and work together for the welfare of the company as the whole. There is
well built communication system inside a company which help doing work on time
with efficiency and effectiveness.

The department includes quality assurance, store, production packaging and

dispatch, maintenance, engineering, purchase, finance, legal and administrative and
personal training.
History

Britannia industries limited Company Established in 1918 as a small bakery in

,kolkatta with an initial investment of RS. 295. The Company was incorporated on
21st March, as a public limited
company under the Indian Companies Act, of 1913. A new factory was established
at Kasara Pier Road in Mumbai. Britannia Industries Limited (BIL) is a major
player in the Indian Foods market with leadership position in Bakery category.
Product ranging from the healthy and economical tiger biscuits to the more

lifestyle-oriented milkman cheese. Britannia is the first bakery company in India to

remove transfers from its biscuits Britannia innovates for strong presence in health
and nutrition space living up to its credo eat healthy think better
The Company's plants are situated in Kolkata, Delhi, Chennai, Mumbai and
Uttarakhand. . A new factory was established in the year 1924 at Kasara Pier Road
inmumbai.
During the year 1978, the company made Public issue, in that Indian shareholding
crossed 60%. Nepal during the year 1980 for the supply of know-how relating to
manufacturing, packaging and marketing of biscuits and selection of plant and
machinery. Britannia among Top 300 small companies. BIL was ranked 27th place
in the list of India's Fastest Growing Large Companies by Business Today.
Britannia products are exported to several countries worldwide including Nepal,
Singapore, Pakistan, Malaysia, Indonesia and Egypt England , newzealand, their
products are sold in U.S supermarkets in the foreign foods section. It is also
believed to be adding capacities at its contract manufacturing units at West Bengal,
Assam, Pondicherry, Kanpur and Nagpur Bangladesh, Gujarat, Bangalore,
Karnataka, kolkatta, Britannia was acquiring a reputation for quality and value.
Britannia brands of Biscuits, Snacks and Dairy Products reaches to around 300
homes across India, and everyone love to eat them with more happiness and
satisfaction. Britannia is an Indian company, which holds larger share in the Indian
4

Biscuit Market. Its brand portfolio includes Tiger, Marie Gold, Good Day, 50:50
and Treat.

PRODUCTS & LAUNCHES

1.
2.
3.
4.
5.
6.
7.
8.
9.

1986 - Good Day

1889 Circuit & Pure Magic
1990 Elaichi Cream, Petit Beure, Milk Bikkis & Fruit Bread
1992 Little Heart
1993 Fifty-Fifty
1994 Bakers Choice, Thin Lite
1995 Pure Magic
1996 Marie Gold
1997 Jim Jam, Tiger, Checkers

10. 1999 Flavored Milk Brand Zip-Sip

OBJECTIVES OF THE STUDY

The objectives our project is

To know about the status of the competitors.

To analyse the business level strategy of the company
To analyse the financial performance of the company
To know about the experts view of the company.
To determine sales activities by understanding customers business.
To analyse strengths and weakness of the company.
To know about the key employees of the company

RESEARCH METHODOLOGY
The study is an exercise involving estimation of parameters as regard to
organizational requirements- research was designed so as to get relevant
information that can be used for various organizational purposes.
Data sources
Primary data
Secondary data
Primary sources:
Primary data was Taken from analyzing plant plant machines. There are four plant
lines and every plant line having 4 to 5 machines. Thus the relevant information
related to the assessment parameters was helpful to know the study of machines of
production and operations.
Secondary sources:
Historical records: data regarding the origin and the history of the organization
were obtained from the historical records of the organization.

Sample size : 16 machines.(1000 packets of biscuits from each machine

SCOPE OF THE STUDY

The project is cover the study of training & development program at staff level at
the sidcul, rudrapur, Uttarakhand unit of Britannia industries. The department in
which survey was conducted are as follows:

Packaging dept.
Maintenance dept.
Banking section
Production dept.
The employee is different of the organization have full co operation and support
by answering the question.
LIMITATION OF THE STUDY

The study depends on production & operation department & since them were not
willing to revel any information about their packaging system, their machinery
system so an intended errors may have crept it.
Data transparency is restricted to small sample.
The limitation of technique used in analysis cannot be avoided & they are felt well
a study.
Limitation of the study is up to Britannia industries ltd.

DISTRIBUTION NETWORK FOR BRITANNIA

Britannia has 4 production or manufacturing outlets which are in Delhi Calcutta

Chennai Rudrapur in Uttaranchal Gwalior which are owned by Britannia and
employees more than 4400 people Besides its self owned units Britannia also uses
the facility of more than 60 contract points for biscuits breads cakes etc where in
the labor used for manufacturing is not owned by Britannia but the technology and
raw materials are provided by Britannia itself In this project we are analyzing the
distribution network for Britannia biscuits for Delhi The first rung in the
distribution network for Britannia is the transport of the goods from the
manufacturing plants in Delhi to the 2 CFA s carrying and forwarding agents
located at Neb Sarai and the other one at Mundka mother depot The CFA maintain
the inventory on behalf of the company and when the goods are supplied from
Britannia to the CFA s it is not considered a sale but a transfer and therefore there
is no change in ownership CFA gets commission on the basis of transaction i e on
no of boxes held in the inventory CFA has to bear labor cost and his godown cost
The cost of transport from the company to CFA is born by Britannia itself And the
cost of transport from the CFA to distributor is also borne by Britannia only One of
the reason that Britannia uses the facility for CFA is that because of its wide spread
sales all over India and with one production unit not manufacturing all the variety
9

itself so through the channel CFA Britannia manages to save a lot of behalf of not
having to pay central sales tax 4 So therefore for example if 50 50 is manufactured
only in Calcutta than it can be sent to the CFA in Delhi as well as other state CFA
without having to pay 4 CST The second rung in the distribution network for
Britannia are the authorized distributors and authorized wholesalers as termed by a
company rep In total there are 54 authorized distributors in Delhi and NCR
Britannia does not incorporate stockiest in its distribution network because of the
large number of distributors already present in the network which are sufficient to
cover the wide regions Distributors have their own sales force labor transportation
facility Each salesperson allowed covering max of 40 outlets everyday The reason
is that it is felt that it is not within human capacity to cover more than 40 outlets a
day and if done sothen the salesperson might be exhausted enough and not spend
enough time on each counter required byhim for building up relations with the
shopkeeper Distributor s salesperson is the one who takes orders from the retailer
and wholesaler He goes once a week to all the retailers and wholesalers in his
territory to take the orders and gives that order to the distributor Distributor
assesses his stock situation and all short stock is ordered to the CFA keeping in
mind the minimum order limits The areas for the Distributors are divided in such a
manner to prevent overlapping if overlapping is found then penalty ranging from

10

Rs11000 Rs 21000 can be charged to that particular distributor Max 0 4 of the total
invoice bill of the distributor is allowed as replacement by the company.

11

ANALYSIS AND INTERPRETATION

Marketing mix
Product
Britannia good day is an augmented product. augmented products are those,
products which have additional attributes in the product to diffentiate it from the
competitors products. They try to add more attributes to improve the product and
exceed the normal expectations of buyers i.e.to delight them.britannia GOOD DAY
enjoy a fan following of customer across all ages who are loyal to the brand and
the biscuits promise of a great taste evident from the visibly abundant ingredient
like butter,cashew,pista badam,chocolate chips, nuts and dry fruits. With richness
as one of the functional facet of good day this product can be classified as a
premium segment biscuit.

Price
Pricing is one of the most important element of the marketing mix, as it is the only
mix, which generates a turnover for the organisation. The remaining 3p,sare the
variable cost for the organisation.it costs to
Produce and design a product; it costs to distribute a product and costs to promote
it. Price must support these element of the mix. Pricing a product too high or too
12

low could mean a loss of sales for the organisation. Pricing should take into
account the factors like fixed and variable costs, competition, company objectives,
proposed positing strategies, target group and willingness to pay.

Place
As biscuits need to reach the consumer at their nearest location.britannia tries to
reach the point of sale i.e. retailer, kirana shop and also big retail units like food
bazaar and even export.

Promotion
Britannia works is close partnership to promote its biscuits with retailers.
Promotion costs are shared with retailers. the more retailers sell the more
Britannia 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 promotions for its various brands creating
loyal customers in the process.

13

BRITANNIA PRODUCT LIST AND ITS BRAND RANGE

Britannia Product focused on bringing more productive products and expanding

the market rapidly. It was started in 1892. It has a history of over 120 years and its
business has grown tremendously stepping at higher margin and satisfying
consumer needs by giving superior quality of products. Their brand name including
the features, quality, price, design etc. would help them in growth of rapid sales
and keeping regular customer and choosing their product in the market. The
products of Britannia Company were mainly consisting of Biscuits, Snacks and
Dairy Products.
Britannia Products
The Britannia Products consists of the four sectors:
Biscuits Sectors
Bread, Cakes and Rusk Sectors
Gift Sectors
Dairy Products
Biscuits Sectors

Britannia Biscuits is famous world-wide for its taste which is sold at a reasonable
and affordable price. Many millions of people enjoy eating biscuits which is a
14

healthy snack and which is available in all over the stores at any time, anywhere
andeveryday.

Britannia Biscuits are further classified under below sectors:

Kids Nutrition
Treat or Luxury
Snacking
Adult Health

Kids Nutrition

Biscuits are fond of everyone, kids, adult, old or new generation. Britannia brings
wide variety of Biscuits which gives consumers to choose wide range of these
products and enjoy the benefits.

Types of Biscuits under Kids Nutrition Sectors: Britannia Tiger Biscuits, Milk
Bikis,

Britannia Tiger Biscuits

15

Britannia Tiger Biscuits is one of the biggest brands in the kids sector. Tiger
Biscuits was launched in 1997. The biscuits are full of nutrients like iron, calcium,
folic acid and vitamin A, vitamin D and are very essential for growing kids.
Britannia Tiger Biscuits is one of the healthy snacks for kids.
Britannia New Tiger Biscuits consists of Tiger Glucose, Tiger Krunch Choc-chips
Cookies, Tiger Krunch Fruit & Nut, and Tiger Orange.
The price varies from Rs 5 to Rs 15.

Britannia Milk Bikis Biscuits

Britannia Milk Bikis Biscuits is also one of the biggest brands in the kids sector.
Milk Bikis Biscuits was launched in 1996. The biscuits are full of smart nutrients
with four vital vitamins, iron and iodine and are very essential for growing kids for
their mental and physical development. Britannia Milk Bikis Biscuits is one of the
healthy snacks for kids as many kids dislike milk but they love to eat Britannia
16

Milk Bikis.
Britannia Milk Bikis Biscuits consists of Milk Bikis Almond Cookies, Milk Bikis,
and Milk Bikis with Milk Cream.
The price varies from Rs 5 to Rs 25.

Treat or Luxury

Biscuits which consist of cookies with Almond, Butter, Fruit, Wheat, and Milk are
fond of everyone, kids, adult, old or new generation. Britannia brings wide variety
of such Biscuits which gives consumers to choose wide range of these products
and enjoy the benefits under Treat and Luxury Sectors.

Types of Biscuits under Treat and Luxury Sectors: Britannia Cookies, Britannia
Good Day Biscuits, Britannia Nice Time Biscuits, Britannia Treat Biscuits and
Britannia Pure Magic.

17

Britannia Cookies Biscuits

Britannia is the Top Leader in the Cookies Sectors. Britannia's latest brand which is
referred as Britannia Cookies is packed and enriched with the wholesome nutrition
of wheat, butter and milk. Britannia Cookies are available in two delicious kinds,
one with Butter Elaichiz and other with Fruit Dhamaka.

Butter Elaichiz is filled with Butter and Elaichi, and Fruit Dhamaka is filled with
fruit bits.

The price varies from Rs 5 to Rs 10.

Britannia Good Day Biscuits

18

Britannia is the Top Leader in the Cookies Sectors and God Day Biscuits is the Top
Most. Britannia Good Day was launched in 1986 which were available in two
delicious kind one with Cashew and other with Butter. In year 1989, Good Day
Pista Badam was launched. In year 2000 Good Day Chocochips was launched and
in year 2004 Good Day Choconut was launched.
Britannia Good Day Biscuits consists of Good Day Butter, Cashew, Rich Butter
Cookies (Butter and Cashew), Choconut Cookies, Butter Scotch cookies, Honey &
Raisin Cookies, Chocolate Chip, Rich Cashew Cookies ATC, and Rich Pista
Badam ATC.

The price varies from Rs 5 to Rs 50.

Britannia Treat Biscuits

19

Britannia Treat Biscuits were especially launched for kids of all ages in the year
2002. These biscuits are round in shapes, sizes and good exciting flavours and are
sweet, yummy in taste. Every kid in the morning prefers this as well as afternoon
snack.
Britannia Treat Biscuits consists of Treat Jim Jim, Treat-O Vanilla, Treat Fruit
Creams, Treat Mango, Treat Orange, Treat Pineapple, and Treat Strawberry

Snacking

Biscuits which are consumed as snacks are of the best products of Britannia
Company. These snacks are fond of everyone, kids, adult, old or new generation.
Britannia brings wide variety of such Snacks which gives consumers to choose
wide range of these products and enjoy the benefits under snacking sectors.

Types of Biscuits under snacking sectors:

20

 Britannia 50-50
Time Pass
Little Hearts
Bourbon

The snap shot of each of these biscuits are attached for easy reference. Each of
these biscuits is briefly discussed:
Britannia 50-50
Britannia's 50-50 Snackuits was the latest product under snacking sector with three
unique international flavors- Snackuits Italiano Pizza, Snackuits Swiss cheese &
Chilly and Snackuits Chinese Hot & Sweet.

Time Pass

21

Britannia introduced a new product mainly for youth and is referred as the best
snack which is termed as "Fried is gone, baked is on". The price is very reasonable
which Rs 5 Rs 10. It launches three exciting flavours which is Mindless Masala,
Loafer Lemon and Tapori Tomato. Further, it has more excitement by launching
new product under the same name which is Time Pass Classic Salted and Time
Pass Nimkee.

Little Hearts

Little Hearts was launched in 1993 mainly for growing youth segment. This was
Britannia's first product which was sold in pouch packs. This product was in great
demand with special taste experience that the youth segment were impressed about
this product. It is rightly said that each bite of Little Hearts melts in the mouth
within a second time.

22

Bourbon

Britannia presents yet another brand of Chocolate Biscuits which is thick, rich and
delicious which are packed with crunchy chocolate with sugar and is called as
"Bourbon Biscuits". The search of this biscuit began in the year 1955.

Adult Health

Biscuits which are consumed by adult which are good for health as it consists of
vital nutrients and vitamins, oats, Honey, Fibre, Ragi, 5 Grain, and Multigrain and
are referred as the best products of Britannia Company. Britannia brings wide
23

variety of such biscuits which gives consumers to choose wide range of these
products and enjoy the benefits under adult health sectors.

Types of Biscuits under Adult Health sectors:

Britannia Marie Biscuits
Britannia Nutri Choice Biscuits

Britannia Marie Biscuits

Britannia Marie Biscuits is successful with its balanced taste, crispy and lightness
along with added vitamins and minerals and is rightly called as "healthy tea time
biscuit". This Biscuit is top amongst the Britannia Biscuits of brand.

This biscuit is further classified into brand called Vita Marie Gold and Vita Marie
Honey Oats Biscuits.

Bread, Cakes and Rusk Sectors

24

Bread, Rusk sectors

Bread and Rusk which are consumed by adults, kids and by all generation of
people consists of vital nutrients and vitamins, Honey & Oats, Multi-Grain, Whole
Wheat, and Multi-Fiber.

Britannia brings wide variety of such Bread and toasted Rusk which gives
consumers to choose wide range of these products and enjoy the benefits under
Bread and Rusk sectors.
Britannia Bread
Britannia Toasted Rusk

Britannia Bread

Britannia Bread launched Health Breads in Delhi on Nov 14, 2011. This new range
of breads consists of Honey & Oats Bread, Multi-Grain Bread,
100% Whole Wheat Bread and Multi-Fiber Bread. Upto the year 1958, there were
no consumption of bread and there was only one unit in Delhi. Further in the year
1963, Britannia was the first branded sector in the bread market which Types of
Bread:
25

Cake sectors
Every kid, adult and all generation of people love the slice of cake which are
yummy and sweet. These are fast moving products and are consumed very faster
once purchased from the market. The prices are very reasonable and are affordable
by all generation of people.

Types of Cakes:
Bar Cakes
People who are very busy during the day, this Bar cakes are very helpful for them
which comes as a Soft, and delicious to consume and termed as the ideal snack
during any time. It has many flavours such as Fruit, Butter Sponge, Chocolate,
Pineapple, Milk, Vanilla, Chocolate and Orange.

Cup Cakes
This is best product in the Britannia's Cake sector as this is preferred by all
generation of people which is served as the best and easy breakfast for those who
don't have much time to eat at home. This cup cake can be consumed during any
place, any moment in the car or in the movie place etc.
Chunk Cakes
This cake is soft and juicy with real fruit that makes any one to bite them and ready

26

to consume it at any place or office. The price is very reasonable which is ranging
from Rs 5 to Rs 6.
Britannia Veg Cakes
This is the best product for those who are vegetarian and this is without egg. This
is eggless cake which can be consumed by those who are not non-vegetarian. This
is the best product for them and it is a great tribute for each and every vegetarian
people. It has flavour which is Twisty Fruity Price and sizes: Rs. 15/- for 75 gm
pack.

Gift Sectors

Britannia introduced 'Shubh Kaamnayein range' which allows exchange of gifts

and good wishes to all your relatives, friends and family members. This was during
festival reason during the year. Main festivals consist of Diwali, Christmas,
Ganesha Festival, New Year Eve.
This gift consists of Premium Assorted Cookies, Cookie Delight, Meetha Namkeen
27

2, Healthy Gifts, Royale Special, Choco Delight 2, Veggie Delight, Meetha

Namkeen 1, Choco Delight 1, Assorted Biscuits etc.

Dairy Products
Britannia Dairy Products is famous world-wide for its taste which is sold at a
reasonable and affordable price. Many millions of people enjoy eating butter, ghee,
milk, cheese, dahi, health drink, choco milk, and badam milk which is a healthier
drink and which is available in all over the stores at any time, anywhere and
everyday.

Britannia Dairy Products are further classified under below products:

Cheese
Butter
Ghee
Milk
Gourmet Cheese
Dahi
28

 Dairy Whitener
Actimind
TigerZor Choco Milk and Badam Milk

Britannia Cheese Product

Britannia Company has the largest range of cheese in India. The cheese products
are made with high-quality and cow's milk. This cheese is very tasty to eat and a
healthier food for the entire family. Britannia Cheese is available in Blocks, Cubes,
Spreads, Slices and types of cheese sold are Pizza Cheese, Low-fat cheese and
Cream Cheese.

Britannia Butter Product

Britannia Butter is yellow in colour with great taste and can be spread over even
after refrigerating it. Britannias Butter is made from pure cows milk. It can be
used as a spread on bread, or on parathas, or in baking or frying. Britannias Butter
is available in two pack of 100gm and 500gm each.
29

Britannia Ghee Product

Britannia's Ghee is well known for its purity and taste and famous all over India. It
is the only national brand in ghee sector for Britannia. The Ghee made is pure and
from cow's milk which is enriched with Vitamin A, E etc. This Ghee is available in
packs, pet jars, pouch refills, cartons and tins. It is said that Britannia Ghee can be
stored for a year without refrigerating it and the Ghee will be pure and nature.

Britannia Milk Product

30

Britannia brings an exciting surprise by introducing Milk products. The milk

available is toned and skimmed milk slimz made from fresh cow's milk. For every
sip you have Britannia Milk brings goodness and freshness with the promise of
purity and good health and fitness.
A Britannia new product which is Slimz Milk is with Zero percent Fat and Zero
percent Cholesterol. Every slip brings you stay fit and feel good and healthier.

Britannia Dahi
Britannia Daily products introduce Dahi to bring tasty and sweetness in every sip
and to make the entire family happy. This dahi is made from fresh milk and is
100% pure and healthy. No preservatives, nor colour or any flavours are added in
it. This dahi is thick and tasty to consume the whole packet within a second's time.

31

DATA COLLECTION
The data collection method used was none other than survey method which is
usually incorporated for collection of raw information. The survey method is
advantageous because it help to collect a great deal of information about an
individual respondent.
Survey
The type of survey undertaken was that of sample type keeping in consideration
the time constraint and paraphemalic, besides the viability of census survey. The
sample survey thus being taken to the right path to reach the desired destination
was carefully planted to convert of the operation by using selected samples.
Statistical tools

32

The tool for obtaining the information was questionnaire. A structurered

questionnaire was administered. The questionnaire was designed in the view both
major objective of study.
LIMITATIONS
The study depends on production & operation department & since them
were not willing to reveal any information about their packaging system,
their machinery system so an intended error may have crept it.
Data transparency is restricted to small sample.
The limitation of technique used in analysis cannot be avoided & they are
felt well a study
Limitation of the study is up to Britannia ltd.

33

LITERATURE REVIEW :
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 offers or otherwise it is 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 bread
objectives of the marketing approach t accomplish the bread objectives of the
marketing plan. The various process of marketing strategy are given below.
1.
2.
3.
4.
5.
6.
7.
8.

Selecting largest markets segmentation

Positioning
Product
Price
Place
Promotion
Research and development
Marketing research

Marketing strategy
Marketing is not Euclidean geometry a fixed system of concept .rather marketing is
one of the dynamic fields with in the management area. The market faces
continually a new challenges everyday and companies must respond to it is not
34

surprising that new market idea keep surfacing to meet new market place
challenges.
Following strategies adopted by the organisation
A strong quality of the product and customer satisfaction :
Customer always believe in good quality of the product. in my survey I
found that in percentage term more people is quality conscious and not price
concesius.customer satisfaction is very important part of the organisation
that at any cost they have to fulfill.
A growing relationship with customer and customer retention :
Nowadays a good relation with customer is very important for
organization .sale is totally depending on the relation with the customers.
customers retention is also major aspect for growing business. It means keep
the old customers and try make new customers.
Focus on competitors activity :
Every organisation should must be careful about its competitors step,
because they can disturb the growing sales process of the organisation.

SWOT ANALYSIS

A. strengths
contract manufacturing model

35

What makes Britannia unique amongst its peers is it contract manufacturing model.
The company outsources entire production of bread, cakes & Rusk sold by it.
Around 76 percent of its biscuits are also produced by third party units this strategy
has helped tiger brand in creating to growing market needs quickly and at lowest
price possible.
strong brand positioning as a health force biscuit
Tiger as a brand has been a roaring success. Within a year of launch. Tiger glucose
and tiger cashew have,together, achieved a turnover of RS 100 crore and a market
share of 30 percent in the glucose biscuits segment.at the low end price points
targeting the mass market, tiger gucose(RS5 for a 100gm pack) and tiger cashew
badam (RS 6 for 75 gm) are positioned as healthforce biscuit.
quality accreditations
Other than cremica priya gold and Britannia tiger, none of the other brands carry
the ISI mark. in a comparative test study done in 2003 by voices voluntary
organisation in interest of consumer education, it was revealed that only the claim
of Britannia tiger as a health product matched the actual content of the biscuit.
Various tigers
Britannia has gained market share for its Tiger brand by introducing different
variants catering to all segments of society viz. glucose, cream(Orange, Elaichi,
Chocolate, Rose Milk and Kesar), coconut, Chota-Tiger and recently-launched
36

banana variant. Enhancing the portfolio of varieties under the Tiger brand is
intended to give consumers more reasons to buy.
Alternative Distribution and Marketing strategies
Along with normal distribution, Tiger is also focusing on bulk supplies at railway
platforms, canteens and BPO offices, thereby increasing its reach across regions
.Also launched "Chota-Tiger"(smaller packs) with two to three biscuits to facilitate
quick eating at consumption avenues. Separate market structure and sales force is
devoted to handle these alternative distribution.
Excise duty holiday
The combined taxes, central-vat, excise & local taxes used to amount to 26% of
total cost of Tiger biscuit. Recently government gave relief to biscuit industry by
exempting the biscuit variants with cost below 100per kg from excise duty. This
measure has come as a great relief to Tiger as it falls under the privileged segment.
Value for Money
Tiger biscuit is positioned at low-end price-points (RS 5/ RS10) targeting the mass
market. Tiger biscuit has maintained quality at low prices, maximizing value for
the customer. Tiger had maintained the same price for its flagship glucose brand

37

for several years to enhance customer satisfaction.4.2 Weakness1. Brand name

tussle 10 .

Fulfill one of our basic requirement among air ,water,food,shelter

Widely accepted in all generations
Easily available in various forms
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

WEAKNESSES
Brand name tussle
The relation between Britannias major stake holders -- Wadias and Danone,
hasturned sour since 2005--06 over the alleged unauthorized use of the Tiger brand
byDanone in five countries; viz. Singapore, Pakistan, Malaysia, Indonesia and
Egypt.Britannia has filed a case against Danone at Singapore court regarding the
same.
Low profit margin
After a drop in operating profit margins to 6% levels in 2006-07 from over 11% in
theprevious year. The current input prices are still significantly higher than
previousyear. Britannia will have to neutralize the adverse impact of the same

38

through acombination of improved realization per pack, operating efficiencies and

mix improvement.
Low penetration in sub-urban and rural sector
Although Britannia has a large established distribution network, but still there is
ahuge unorganized sector(40% of total Indian biscuit market) operating in suburbanand rural areas. These regional players mainly eat onto the potential market
pie of Tiger biscuits, as it is the brand primarily into mass-markets) Lions share
(70%) of Britannias revenue comes from metros
Decrease nutritional value
Increases the cost of food product
Industry and technology requires high investment
Opportunities
Cost-control
Cost-cutting measures, especially in the areas of manufacturing, logistics and
distribution, will pave the road for increased profit margins. Rising inflation and
increased input prices have been pushing profit margins for last couple of years.

39

So, employing various strategies to control cost will help in meeting financial
objectives.
Untapped Market Potential
Indies per capital biscuit consumption is still at about 1 kg, as against 2.5 to 3 kg
indri Lanka, 5 kg of Europe and 7.5 kg of USA. So, in future we can expect per
capita 11 consumption to grow to at least 2.5 kg. This entails to a huge untapped
potential market.
International Market
Although Britannia exports its various products to countries including the US,
Ghana, Seychelles, Singapore, Oman, Saudi Arabia, United Arab Emirates, Qatar,
Bahrain, and Kuwait, but Tiger is exported to only Sri Lanka, US and AUS. So, the
existing distribution network .
Growth Potential
The company is investing RS.130 crores from its internal cash reserves towards
capacity addition. It is also believed to be adding capacities at its contract
manufacturing units at West Bengal, Assam, Pondicherry, Kanpur and Nagpur. The
company has also been following the inorganic route of expansion quite actively in
the recent past. It made its first international acquisition in March 2007 by buying
40

70 per cent stake in Strategic Food International Co LLC, Dubai, a leading

company in the biscuits and cookies segment in the GCC (Gulf Cooperation
Council)markets) Biscuit industry in India in the organized sector produces around
60% of the total production, the balance 40% being contributed by the unorganized
bakeries. With increased production capacities Tiger will be able to capture part of
unorganized sector be leveraged to export in these countries.

Increase economy of India

Generate employment opportunity
Good quality of Goods.
Provide competition to foreign companies
Improve standard of living
Flow of foreign reserve and funds for the govt.(taxes)

THREATS

. Increasing Inflation
Food inflation is in excess of 10 per cent and input-cost inflation will be more
severe in 2008-09. Inflation will remain the biggest challenge for the next year.
Increasing prices of inputs - 20-25% increase in inputs in last 2 yes Prices of food
grains aresoaring wheat have increased from 650 to 980 per quintal.

Bleak near41

future industry outlook The growth in the biscuit market in India has reflected a
decline in the last fiscal. This can be attributed to increasing input prices and rising
inflation. Also, oil prices have reached $144/barrel. All these factors indicate that
in near-future industry has rough ride ahead.
Competition
Strong competition from ITC, Parle, Sara Lee, United Biscuits, Kellogg, and
Nestle India ensures that it does not take its leadership, in the domestic market, for
granted. Specifically in Glucose biscuit segment, Tiger faces stiff competition from
Parle Products Parle-G biscuits.
Price sensitive market Tiger biscuit operates in the low-price segment, which is
catering to a very price sensitive customer. This leads to very low margins and
hence very less space for innovation. Any increase in price can lead to substantial
market-shift.
Customer behavior
shift Biscuit industry in low-price segment faces stiff competition from other foods
category viz. nankeen, chips etc. These are also in the low price segment(RS 510category) and have the advantage of lower taxes. VAT on this food segment is
4%while Biscuit segment is levied a VAT of 12.5%. Lower taxes provide for higher
profit margins and stiffer competition in supply chain.

42

COMPETITORS
Generally all organization has competitors in the market. a particular organization
always comprises with other same business and according to market share we
identify the brand of the 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 really doing well
and its performance is on surprising level. During the field work and after intensive
study it was found that main competitors of priyagold biscuits are Britannia as the
market leader.
In my provided area the share of the market is as follows.
Britannia

48%

Priyagold

20%

ParleG

16%

Pure food

8%

Others

8%

When we compared with other then we follows the quality, price, distribution
system, promotional strategy etc. of the competitors Britannia in his area is doing
well.
So this is the comparison with other biscuits brand. According to our finding we
found that Britannia is the market leader followed by Britannia biscuits.
43

These two biscuits comprises the lions share in the 2,002 crore biscuits industry.

SALES OF BRITANNIA COMPANY

Britannia gross sales turnover increased to RS 18,179 in 2005-06 from RS 16,154

in the previous year, registering a growth of 13%.operating profit at RS 1,763
increased by 7%,profit before tax and exceptional items at RS.1,958 declined by
19% against 2004-05, impacted by the profit on sale of long term investments that
accrued to other income last year.

The company achieved these result despite significant increases in input cost,
particularly suger, fuel and oils, coupled with aggressive pricing in the industry.
Your company focused initiatives on commercializing market place opportunities,

44

supply chain efficiencies and overall cost management resulted in its top line
growth and profitability. Operating margin at 10.3% in 2005-06 compared with
10.9 in the previous year was impacted by the inflation in input costs.
Despite stiff competition ,your company stabilized and held its overall market
share at 31.7% in volume and 38.8% in value for the last year.
Exports turnover during the year was RS 111.71 against RS.71.65 in 2004-05 a
growth of 56%.

PROFIT OF BRITANNIA COMPANY

Britannia has registered a turnover of Rs 21,993 million for the year ended 31st
March 2006-07. Britannia has posted Net Profit to the tune of Rs 1076 million for
the year ended 31st March 2006-07. - Britannia Industries Ltd has recorded an
increase3.94 per cent increase in net profit to Rs 43.45 crores during the first
quarter of the financial year till June 2012.

Britannia Q1 Consolidated Revenue growth of 14% with 93% growth in Net Profit
Britannia Industries Ltd (BIL), Indias leading Food Company, for the 1st Quarter
ending June 2013, reported an increase of 14% in its Consolidated Revenue of Rs
1,539.6 Crores and a Net Profit increase of 93% at Rs 89.5 Crores. Operating
45

Margin at 7.7% increased significantly, compared with 4.7% in Quarter 1 of last

year, despite an increase in brand investment at 9.6% of Revenue, compared with
8.4% last year.

Britannia also reported an increase of 15% in its standalone revenue of Rs 1,403.4

Crores and a 99% increase in Net Profit, at Rs 86.3 Crores. Profit from Operations at
Rs114.4Crores,increased93%.

46

FINDING

The survey and analysis of questionnaire has revealed the following findings
From the study it is that 50% of respondents falls below age group of
20.33% of respondents falls 20-30.17% falls between 31-40.
From the study it is observed that 51% of respondents eat packaged snacks
43% of respondents prefer biscuits 4% & 3% of respondents will go for
savories & bread slices.
From the study majority of the respondents are interested to buy cream
biscuits & some of them are buy salt or milk biscuits.
From the study it is clear that majority of the respondents are aware of sum
feast Marie light outs biscuits & some of them are not aware.
From the study it is found that majority of consumers buy sun feast Marie
light oats from the super market.
The study revealed that ITC is the first movers to produce oats biscuits

47

CONCLUSION :

After going thick on the thing, now time is to make a complete picture. While
making a product a stop keeping unit of the shop retailers thinks about the gross
margin return on investment and they promote the brand which provides them
highest. They except return in the form of profit margin, company schemes,
window display and references of the shop. Among these company schemes makes
the differences and are the highest sources of motivation after profit margin.
Retailing demands a constant push from the company.
Marketers need 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 cant help quality and price. It is
only up to dealers said it is demanded they sell Britannia 42% agree that at retail
shop it is brand popularity, which determine the purchase of biscuit.
There is a greater need to understand the retailer behavior considering them as a
team working for the company may help them to be attached to the company.
There should be feeling of belonging to the company in inner of the retailers.
Setting values club for retailer so that they may exchange views with the company
and help in understanding consumer behavior.

48

BIBLIOGRAPHY

Books
Author

Philip Kotler

Title

Marketing Management

Place Of Publication

Prentice Hall Of India Ltd.New Delhi

Date Of Publication

September

Magazine
Author

Murthey E.N.

Title

Analyst

Date Of Issue

July 2006

Internet
Name Of Site

Www.Britannia .Co.In

49