CHAPTER NO: 1

INTRODUCTION

BACKGROUND
In a well diversified business, there are mainly units with different profitability. Similarly, in a business
there may be many products in different segment, and a business has to do a portfolio analysis of various units it
is handling and wide product range.
BCG growth share matrix developed by Boston consulting group of USA and popularly known as BCG
matrix takes a two dimensional view: market growth rate and relative market share. Each dimension is divided in
to two degrees: high and low.

HISTORY
In the 1970s, BCGs experience-curve work led to an insight that had a significant impact on business
thinking. If rapid growth in market share was as important as the curve suggested, then the usual approach to
resource allocation- in which each business unit funded its own growth- seemed a recipe for failure.
Businesses with low market share but high growth potential would never generate enough cash to win the
race down the experience curve. Those with high market share but few chances for growth would generate far
more cash than they could use productively.
BCG developed a simple conceptual framework, named the growth share matrix, to help corporate
managers determine when they should consider using profits from cash cow businesses to fund growth in other
businesses.
So great was the initial success of BCG matrix that for the greater part of two decades it became the
standard approach to capital allocation in multi-sector, multi-segment companies. Star, Dogs, Cash Cows and
Question Marks have become firmly embedded in the language of business.

Although the more sophisticated capital markets and competitive landscape of the late 1980s and 1990s
make the growth share matrix less central, it continues to be used as a primer in the principles of portfolio
management.
The growth share matrix, BCG matrix (Boston consulting group analysis) is a chart that had been created
by Bruce Henderson for the Boston consulting group in 1970 to help corporation with analyzing their business
units or product lines. This help the company allocate resources and is used as an analytical tool in brand
marketing, product management, strategic management and portfolio analysis.

CHAPTER NO: 2
RESEARCH METHODOLOGY
DATA COLLECTION
Sample of study:The sample for this study consisted of 15 respondents. The selected respondents in the age group of 15-55 years
belonged to varied employment, gender and income groups. Convenient sampling technique was applied in
selecting respondents as sample.
Data source:The study is based on primary and secondary data.
1) Primary data:A self-designed questionnaire consists of first and second part, which deals with the respondents perception, was
used for the purpose of primary data collection.
2) Secondary data:Secondary data have been collected from the different books and websites.
3) Data analysis:The data collected from various sources have been analyzed by using the techniques of simple
percentages, averages etc.

CHAPTER NO: 3
CONCEPTUAL FRAMEWORK
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.

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 healthy snack and which is available in all over the stores at
anytime, anywhere and every day.
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

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. Tiger
Biscuits are consumed at any time due to its good taste and healthier product.
Britannia Tiger offers fun and energy to kids and also brings good health and
nutrition while consuming each bite of the biscuits.
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 Milk Bikis.
Britannia Milk Bikis comes with smiley faces and are full enriched with Milk Cream. Milk Bikis Biscuits are
consumed at any time due to its good taste and healthier product. Britannia Bikis offers fun and energy to kids and
also brings good health and nutrition while consuming each bite of the biscuits.
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.

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 Britannia Cookie is available to
consumer at a reasonable and affordable price with better taste experience.
The price varies from Rs 5 to Rs 10.
Britannia Good Day Biscuits
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.
This brand of cookies has grown tremendously which is stepping at a higher margin and satisfying consumer
needs by giving superior quality of biscuits. Cookies are fond of everyone, kids, adult, old or new generation.
Britannia brings wide variety of these cookies which gives consumers to choose wide range of these products and
enjoy the benefits as this brand promise all the consumers with their good taste and ingredients.
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
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.

This biscuit is available at a price range of Rs 5 to Rs 25.

Britannia Pure Magic Biscuits
Britannia Pure Magic Biscuits is a
Luxury kind of Biscuits. This is
preferred by all the generation of
people, as this is enriched with full
chocolate flavours.
Britannia Pure Magic Biscuits

consists of Chocolate Crme

Biscuits, Vanilla Crme Biscuits, and

Praline Crme Biscuit.

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:
Britannia 50-50
Time Pass
Little Hearts
Bourbon
Britannia 50-50
In the year 1993, Britannia's 50-50 was launched and it was the best
snack product which was preferred by all generation of people. In 2001,
the delicious Maska Chaska was launched and became the success. In
2008 50-50 sharpened its focus on housewives and positioned as a
snack. Britannia's 50-50 Snack units 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
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.
In Year 2003, two flavours called Little Hearts Chocolate and Little Hearts Sesame
were introduced.
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. This biscuits are
consumed by every generation of people. This biscuit is termed as all time favorite in
kids snack box. Variety of this Biscuits consists of Bourbon Cappuccino, Chocolate
Biscuits in Nano Pack, Pocket Pack, Hangout Pack, Party Pack or Gift Pack.

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 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.

Britannia Nutri Choice Biscuits

Britannia NutriChoice provides you with a range of healthy snack and good in
taste which is rich in fiber, oats, Ragi and Multi Grain and 5 Grain consisting
of Oats, Ragi, Wheat, Rice and Corn. This product is one of the best and good
for those people who have high cholesterol and heart problems.
Britannia's NutriChoice consist of biscuits such as Hi-Fibre Digestive
NutriBix Biscuits, 5 Grain NutriBix, NutriChoice Crackers, Nutri Choice
Arrowroot, Multigrain Thins, Multigrain Roasty, NutriChoice Ragi and Oats
Biscuits.

BCG MATRIX
BCG Growth Share Matrix, developed by Boston Consulting Group, USA is a popular technique of corporate
analysis. The vertical axis denotes the rate of growth in sales percentage for a particular industry. The horizontal
axis represents the relative market share, which is the ratio of a companys sales to the sales of the industrys
largest competitor or market leader. The four cells of the BCG matrix have been termed as stars, cash cows,
question marks (or problem children), and dogs.

STARS:Businesses which have high growth rate and high market share are called stars. Such businesses generate
as well as use large amount of cash. The stars generate high profits and represent the best investment
opportunities for growth. This cell corresponds closely to the growth phase of the product life cycle
(PLC).The stars are market leaders and are usually able to generate cash to maintain their high market
share. When their market growth rate slows, the stars become cash cows.
The main features of stars are:
High industry growth rate
High market share
The strategy for stars may be growth strategy. The firm may undertake various activities such as:

 R & D to introduce better

Effective after-sale-service to enhance customer loyalty
Appropriate promotion-mix (publicity, advertising, sales promotion)
EXAMPLE OF STAR PRODUCTS OF BRITANNIA: Milk Treat, 50-50, Tiger, Little Hearts, Bourbon

CASH COWS:The business with low growth rate and high market share are classified in the quadrant. High market share
leads to high generation of cash and profits. The low rate of growth of the business implies that the cash
demand for the business be low. Thus cash cow normal generates cash surplus. Cows can be milked for
cash to help to provide cash required for running other diverse operations of the company. Cash cows
provide financial bases for the company. These businesses which generate large amount of cash but their
rate of growth is slow. In terms of PLC, these are generally mature businesses which are reaping the
benefits of the experience curve. Cash cows are often former stars and can be valuable in a portfolio
because they can be milked to provide cash for other riskier and struggling business.
The main features of cash cows are:
Low industry growth
High market share
The company may adopt stability strategy, various activities may be undertaken such as:
Retentive advertising to maintain customer loyalty.
Guarantees and warranties depending upon the nature of product
Introduction of new models or designs including, smaller packages to generate more sales.
EXAMPLE OF CASH COW PRODUCTS OF BRITANNIA: Marie Gold, Good Day, Treat

QUESTION MARK:Question marks are businesses with low market share but businesses have high growth rate. Because of
their high growth, the cash requirement is high, but due to their low market share, the cash generated is
low. As the business growth rate is high, the strategic option would be to invest more to gain market share,
pushing from low share to high. Hence the business can move to star quadrant, and subsequently has the
potential to become cash cow, when the business growth rate reduces to a low level. When the company
cannot improve its low competitive position, the options available would be to divest the business.
Businesses with high industry growth but low market share for a company are question or problem

children. They require large amount of cash to maintain or gain market share. In terms of PLC, the
question mark is usually product in introduction stage. Question marks are usually new products or
services which have good commercial potential. Question marks may become stars if enough
investment is made, or they may become dogs if ignored. There are several industries in India where
many companies find themselves holding businesses which are question marks.
The main features of question marks are:
High industry growth
Low market share
The firm may adopt growth strategy for question marks. Various activities may be undertaken to
transform question marks into stars:

Penetration pricing strategy

Effective sales promotion and other elements of promotion mix
Dealers incentives
Enhancing customer relationship

EXAMPLE OF QUESTION MARK PRODUCTS OF BRITANNIA: Time Pass, Pure Magic, Cookies

DOGS:-

Those businesses which are related to slow-growth industries and where a company has a low relative
market share are termed as dogs. They neither generate nor require large amount of cash. In other words
if the business growth rate is low and the companys relative market share also low, the business is
classified as dog. The low market share normally means poor profits. As the growth rate is also low,
attempts to increase market share would demand prohibitive investments. Thus the cash required to
maintain competitive position often exceeds the cash generated. There is a net negative cash flow. Under
such circumstances, the strategic solution is to liquidate the business. In term of PLC, the dogs are
usually products in late maturity or decline stage.
The main features of dogs are:
Low industry growth
Low market share
The company may adopt retrenchment strategy. The company may adopt divestment strategy relating to
the business unit or product line, or close down the unviable business.
EXAMPLE OF DOG PRODUCT OF BRITANNIA: Nutri Choice

STRATEGIC IMPLICATIONS:
Most companies will have different segments scattered across the first four quadrants of the BCG matrix,
corresponding to cash cows but avoid over-investing. The surplus cash generated by cash cows should invited first
in star businesses, to maintain their relative competitive position. Any surplus cash left with the company may be
used for selected question mark businesses to gain market share for them. Those businesses with low market share
and which cannot be adequately funded may be considered for divestment. The dogs are generally considered as
the weak segments of the company with limited or no new investments allocated to them.

BCG PRODUCT LIFE CYCLE

ADVANTAGES OF BCG MATRIX

1. Diversification with sustainable profits:

The basic message is very simple. It begins with the fact that most companies participate in a number of
different businesses, even if all fall within one general industry category. These businesses were not created
equal, are not equal at any point in time, and will never offer equal opportunities to earn high and sustained
returns.
2. Allocation of scarce resources of the company:
The portfolio concept asserts that one of the primary responsibilities of the chief executive is to make decisive
investment choices for the benefit of shareholders. To make choices there must be alternatives. For some
companies there are too many, and the challenge is finding a sound rationale for discrimination. For others
there are too few, and the challenge for them is creating opportunity. For all there is a need to ensure that every
major alternative for a given business has been uncovered and considered before a course of action is chosen.
3. Higher profits and growth rates:
Companies must choose on the basis of the closely linked combination of sustainable competitive advantage
and potential financial contribution to the company. The former yields the high profits that convert to high net
cash flow as growth slows and investment requirements moderate. This in turn creates the high returns and
high valuations that satisfy shareholders and protect against take-over. More positively, high returns and high
valuation make raising new capital relatively easy and cheap. They make acquisitions possible. The company
has superior ability to repeat the process and invest to grow in pursuit of competitive advantage in new
businesses.
4. Raising equity capital only when necessary:
The portfolio concept stresses the critical need to keep resources fully employed in the areas where they have
the highest yield or potential yield. This means focusing technical and human resources where the company
can gain and hold an edge over competitors that are valued by customers. It means concentrating physical
assets where they can be used to create or support unique or at least scarce capability. And it means using
equity capital only where there is no safely cheaper alternative.
5. Simple to understand and implement:
Imagine a company following these guidelines, and you have a company that grows, is like all great ideas, the
portfolio concept is simple. The portfolio concept is a guide to action, a summary of thinking, and not a
substitute for detailed analysis and judgment.
6. Competitive advantage principle:
The portfolio concept builds on the observation that superior profitability depends first and foremost on
competitive advantage, and that growth is easiest where the market itself is growing. Often superior market
share carries with it competitive advantage. Advantage may be based on superior technology, speed of

response, quality and attention to specific customer needs location-many factors that may or may not translate
in to overall market share leadership. This almost always requires focus within the market place. Thus the
search for advantage must be serious, detailed, imaginative, and rigorous. The bigger the company and the
further removed the strategist from the business, the more likely it is that opportunity will be overlooked, and
the greater the risk of oversimplifying what, it will take to succeed.
7. Discovering growth:
Second, there is the issue of growth. The long period of across-the-board expansion through the sixties and in
to the seventies spoiled us, and we now think of growth as more elusive. The easy conditions of broad market
growth have given way to more localized patterns of growth. These often involve substitution-not just
product-for-product substitution, but the substitution of one better way of doing business for another. Latent
customer needs must uncover, before they become obvious. Creating and exploiting growth opportunities in
these conditions calls for more insight, better preparation, and greater risk taking than before. Growth is often
where you make it. Growth opportunities often lie dormant within what at first sight appear to be low growth,
mature markets. This makes higher the importance of first-class, forward thinking staff work closely
combined with vigorous and decisive management. Building and sustaining a strong portfolio is more difficult
now, but more necessary than ever.

LIMITATIONS OF BCG MATRIX

1. Predicting profitability from growth and market share:
BCG analysis assumes that profits depend on growth and market share. The

attractiveness of an industry

may be different from its simple growth rate and the firms competitive position may not be reflected in its
market share.
2. Difficulty in determining market share:
There is a heavy dependence on the market share of a business as an indicator of its competitive strength. The
calculation of market share is strongly influenced by the way the business activity and the way the total
market are defined. In case of complex and interdependent industries, it may also be quite difficult to
determine the market share based on the sales turnover of the final products only.
3. Disregard for human aspect:
The BCG analysis, while considering different business does not take in to consideration the human aspect of
running an organization. Cash generated within a business unit may come to be symbolically associated with
the power of the concerned manager. As such the manger running a cash cow business may be reluctant to a

part with the surplus cash generated by this unit. Similarly, the workers of a dog business which has been
decided to be divested may react strongly against in the ownership. They may consider the divesture as a
threat to their livelihood. Thus BCG analysis could throw up strategic options which may or may not be easy
to implement.
4. Variety of influences:
Long term profitability is subject to a variety of influences not directly tied to growth and market share. This
fact has not been considered adequately by the four-cell matrix. For example, in many industries,
organizations with low market share are able to earn high profit and sometimes outperform large rivals.
Similarly, high market share business in low growth market may not generate high cash surplus as the
competition is likely to be stiff and profit may squeeze.
5. Other dimension:
The four cell matrix gives consideration only to relative market share position and growth of sales. Though,
these are important dimensions but other dimensions are equally important from strategic point of view. These
may be stage of product, strategic posture of different businesses, presence of competitive position emerging
threats

and opportunities, capital requirements, size of market etc.

EFFICIENCY OF BCG MATRIX AS A TOOL OF STRATEGIC MANAGEMENT

1. BCG is a framework which measures the industry growth rate and relative market share so as to help the
firm identify each product either as a star or a dog and accordingly allocate its scarce resources.
2. BCG also helps a company analyze their various business units and product line, so as to formulate
different strategy as per their industry growth and relative market share.
3. As regards sales and promotion, BCG helps in brand and product positioning thereby creating brand equity
for each and every business unit separately and not as an entire company.
4. Every company and its various product lines go through a life cycle of introduction, growth, maturity and
decline and with BCG it is possible to manage these.
5. In todays times only a multi product multi business diversified company can survive and a now in the
competitive market. This is possible only with BCG.

CHAPTER NO: 4
COMPANY PROFILE
ABOUT BRITANNIA

In the history of 'Biscuit' the name is famous from the Latin words 'Bis' (meaning
'twice') and 'Coctus' (meaning cooked or baked). Britannia Company is the largest
manufacturer of biscuits, and snacks for over 120 years. The name itself proves that
this product has high level of quality, nutrition and great taste. 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 products are
available in more than 3 Million shops in the world wide and this brand is world famous.
Britannia is an Indian company, which holds larger share in the Indian Biscuit Market. Britannia has a leader
which is mainly in the sector of Bakery and Dairy products. The company was
founded in 1892 in Calcutta called as Britannia Biscuit Company. Out of all other
products from Britannia, one of its famous brands Britannia Biscuits is famous for its
taste which is sold all over the world at a reasonable and affordable price. Britannia,
one of the Indias biggest brands of the country, has a market share of 33%. A morethan-a-century old Britannia has launched big brands in FMCG Segment.
The company is expanding its customer base by launching new products and renovating existing ones. Britannia s
brands now have greater availability in rural markets and pervasive presence in modern trade.
It launched various brands in biscuits, bread, cake & rusk business. It has launched brands like Tiger, Britannia
50:50, Good Day, Britannia Treat, Marie & many more.
The products of Britannia Company consist of Biscuits, Snacks and Dairy Products. The objective of Britannia
Biscuit Company is to help people enjoy life through healthy snacking which is available in all over the stores
world-wide at anytime, anywhere and every day. The competitors for Britannia are the Biscuits sectors are ParleG, Sun feast. Britannia Tiger Biscuits has big competition with Parle Biscuits called Parle-G. Britannia 50-50
Biscuits has a big competition with Parle Krack-jack Biscuits. Britannia cream Biscuits called Treat has huge
competition with Sun Feast Cream Biscuits.

CHAPTER NO: 5
ANALYSIS
1. Do you eat biscuits
A) Yes

B) No

Biscuits

Number of Respondents

Yes

100%

No

0%

Biscuits

Yes

No

100%

2. What type of biscuits you normally prefer

A) Branded

B)Bakery Product

Type of biscuits

Number of respondents

Branded

80%

Bakery Product

20%

Type of biscuits
Branded

Bakery Product

20%

80%

3. How often do you eat biscuits

A) Once In A Month

B) Once In A Week

C) Alternate Days

D) Every Day

Do you eat biscuits

Number of respondents

Once In A Month

7%

Once In A Week

40%

Alternate Days

20%

Every Day

33%

Do you eat biscuits

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

40%
33%

20%

7%

Number of respondents

4. Please tick your likely tastes

A) Sweet
C) Mix of Sweet and Salty

B) Salty
D) Others

Your likely tastes

Number of respondents

Sweet

47%

Salty

0%

Mix of Sweet and Salty

53%

Others

0%

Your likely tastes

Mix of Sweet and Salty ; 53%

Sweet
Salty

Sweet ; 47%
Mix of Sweet and Salty

Others

5. Rank the buying factors (Please tick any one of them)

A) Price
B) Brand Name
Buying factors

Number of respondents

Price

33%

Brand Name

67%

Buying factors
80%
70%
67%

60%
50%

Number of respondents

40%
30%

33%

20%
10%
0%

Price

Brand Name

6. Please tick the brand normally prefer to buy

A) Britannia
C) ITC (sun feast)

B) Parle-g
D) Others

Brand normally prefer to buy

Number of respondents

Britannia

47%

Parle-g

20%

ITC (sun feast)

6%

Others

27%

Brand normally prefer to buy

27%

47%
6%

20%

Britannia
Parle-g
ITC (sun feast)
Others

7. On the basis of the below mentioned categories please tick your likely choices
A) Sweet
B) Salty
C) Others

Likely choices

Number of respondents

Sweet

60%

Salty

20%

Others

20%

60%
50%
40%

60%

30%
20%

20%

20%

10%
0%

Sweet

Salty
Number of respondents

Others

8. If Britannia is not available in the shop will you look for it in the next shop
A) Yes
B) No

Britannia is not available in the shop you look for it in the next shop

Number of respondents

Yes

60%

No

40%

Britannia is not available in the shop you look for it in the next shop

40%

Yes
No
60%

9. If the retailer gives you another brand of biscuits instead of Britannia, will you buy
A) Yes
B) No

Will you buy another brand of

Number of respondents

biscuits instead of Britannia

Yes

53%

No

47%

53%
52%
51%
50%

53%

49%
48%
47%

47%

46%
45%
44%

Yes

No
Number of respondents

10. Please rate the attributes of the various biscuits given below
On a scale of 1-5 (1 being the least important and 5 being the most important)
Attributes
Crispness
Size
Nutrition
Ingredients
Freshness
Color
Flavors

Britannia

Parle-g

ITC (sun feast)

Various biscuits

Number of respondents

Britannia

40%

Parle-g

47%

ITC (sun feast)

13%

Number of respondents
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

47%
40%
Number of respondents

13%
Britannia

Parle-g

ITC (sun feast)

11. I like Britannia because (tick any one)

A) It satisfies my hunger
C) It is the healthiest breakfast I can have

B) It makes me feel energetic

D) Any other ____________

Britannia

Number of respondents

It satisfies my hunger

40%

It makes me feel energetic

13%

It is the healthiest breakfast I can have

27%

Any other

20%

Number of respondents

20%
40%

27%
13%

It satisfies my hunger
It makes me feel energetic
It is the healthiest breakfast
I can have
Any other

12. Please tick the Britannia biscuit you like most

A) Britannia Tiger
B) Britannia 50-50
D) Britannia Milk Bikis
E) Britannia Treat
G) Britannia Good Day
H) Britannia Marie Gold

C) Britannia Nutri Choice

F) Britannia Time Pass

Britannia biscuit you like most

Number of respondents

Britannia Tiger

20%

Britannia 50-50

20%

Britannia Nutri Choice

6%

Britannia Milk Bikis

20%

Britannia Treat

7%

Britannia Time Pass

0%

Britannia Good Day

20%

Britannia Marie Gold

7%

Number of respondents

20%
7%

7% 20%
20%

20% 6%

Britannia Tiger
Britannia 50-50
Britannia Nutri Choice
Britannia Milk Bikis
Britannia Treat
Britannia Time Pass
Britannia Good Day
Britannia Marie Gold

13. Which TV commercial of Britannia appeals you most (tick any one)

TV commercial of Britannia appeals you most

50-50
Tiger
Little hearts
Mariegold
Treat
Goodday

Number of respondents
20%
13%
13%
7%
7%
40%
40%

40%
35%
30%
25%
20%
15%
10%
5%
0%

20%
13%

13%
7%

50-50

Tiger

Little hearts Mariegold

7%

Treat

Number of respondents

FINDINGS

From the survey concluded that 100% of the respondents eat biscuits

Goodday

80% of the respondents normally prefer branded one and the remaining prefer bakery product
From the total number of respondents 40% eat biscuits once in a week and the remaining respondents
answered that 33%,20% and 7% respondents eat biscuits every day, alternate and once in a month

respectively.
The number of respondents answered that 53% they like mix of sweet and salty tastes and the remaining

answered that they like sweet taste.

67% respondents answered that they buy the biscuit product by brand name and the remaining respondents

buying factor is price

47% normally prefer to buy Britannia than the other one
60% of the respondents likely choice is sweet biscuit than salt and any other
60% of the respondents answered that they will look for the next shop if Britannia is not available in the shop
50% of the respondents will not buy the biscuit of another brand instead of Britannia
40% of the respondents rated that the Britannia attributes is nice of its color, flavor, crispness etc. 47% of the

respondents rated that the Parle-G is better than the Britannia.

40% of the respondents answered that it satisfies their hunger
20% each of the respondents answered they most like tiger, 50-50, milk bikis, good day and 7% each of the
respondents answered that they most like treat and marie gold and the remaining 6% answered that most like

is nutri choice
From the total number of respondents the 40% of the respondents answered good day tv commercial of
Britannia appeals the most

CHAPTER NO: 7
APPENDIX

7.1 ANNEXURE-QUESTIONNAIRE
NM COLLEGE OF COMMERCE & ECONOMICS
Name: ______________________________
Address: _____________________________
Email Id: ____________________________

1. Do you eat biscuits

B) Yes
2. What type of biscuits you normally prefer
B) Branded
3. How often do you eat biscuits

Mobile Number:__________________

B) No
B)Bakery Product

A) Once In A Month

B) Once In A Week

C) Alternate Days

D) Every Day

4. Please tick your likely tastes

A) Sweet
B) Salty
C) Mix Of Sweet And Salty
D) Others
5. Rank the buying factors (Please tick any one of them)
A) Price
B) Brand Name
6. Please tick the brand normally prefer to buy
A) Britannia
B) Parle-g
C) ITC (sun feast)
D) Others
7. On the basis of the below mentioned categories please tick your likely choices
A) Sweet
B) Salty
C) Others
8. If Britannia is not available in the shop will you look for it in the next shop
A) Yes
B) No
9. If the retailer gives you another brand of biscuits instead of Britannia, will you buy
A) Yes
B) No
10. Please rate the attributes of the various biscuits given below
On a scale of 1-5 (1 being the least important and 5 being the most important)

Attributes
Crispness
Size
Nutrition
Ingredients
Freshness
Color
Flavors

Britannia

Parle-g

ITC (sun feast)

11. I like Britannia because (tick any one)

A) It satisfies my hunger
B) It makes me feel energetic
C) It is the healthiest breakfast I can have
D) Any other ____________
12. Please tick the Britannia biscuit you like most
A) Britannia Tiger
B) Britannia 50-50
C) Britannia Nutri Choice
D) Britannia Milk Bikis
E) Britannia Treat
F) Britannia Time Pass
G) Britannia Good Day
H) Britannia Marie Gold

13. Which TV commercial of Britannia appeals you most (tick any one)

7.2 BIBLIOGRAPHY
Strategic management publication Manan Prakashan
Strategic management publication Vipul Prakashan

7.3 WEBLIOGRAPHY
www.cimaglobal.com
www.accaglobal.com
www.managementmania.com
www.bcg.com
www.cesc.co.in
www.marketing91.com