ahishek mishra
TRANSCRIPT
Executive Summary
As a part of my course I conducted a survey of brand
preference of biscuit in Varanasi. I want to know about their
responses as regard to different aspect of biscuit like brand
preference. Factor effecting the choice of the consumer and factor
which motivate the customer to promote the particular brand. The
survey was conducted in Varanasi city itself the respondents were
drawn by convenience sampling due to the constraint of time, cost and
difficulties in contacting customer. The questionnaire was used as a
research instrument. It was prepared on the basis of the detailed
objective of this study to explore the brand preference of biscuit.
The analysis of data obtained exhibit the following
finding.
Britannia No. 1 and Parle is No. 2 brand in popularity.
The main factors effecting the customer choice are quality,
advertising and brand name as told by the customer.
A great deal of brand loyalty is found among the consumer.
Mostly respondents favored taste for brand loyalty.
Mostly respondents consume sweet & salty biscuit but rest
respondents consume sweet biscuit and salty biscuit.
Mostly respondents are fully satisfied with their brand & 3.33%
respondents do not know about the statement.
Brand ambassador have a moderate influence on the buying
decision of consumer.
It has been seen that the use of sales promotion tool can be very
effect to increase the sale in terms of price reduction.
Conclusively it revealed that high quality biscuit are more
favored by majority of the respondents. The present study shows the
response of middle class people of Varanasi city.
Acknowledgement
I am deeply thankful to MPIMCA which provided me a
golden opportunity to be a part of a team to strive for excellence.
I did my project work under the supervision of Miss. Ruhi
Srivastava, she gave me innovative ideas and suggestion to complete my
project work.
I am very thankful to my teacher Mrs. Mudita Singh (Ex.
Director), Mr. Girdhar Gopal Yadav and Mr. Arvind Tripathi who
helped me in all problems I face while working on this project.
I am thankful to all those user who have taken out their time
and filled my questionnaire.
I would extend my thanks to all my friends especially Mr.
Siddhant Singh and all class mates without whose help this project would
not have been typed.
Last but not the least I would like to thank my family without
their support this project would not have been possible.
Abhishek Mishra(MPIMCA) Varanasi
INTRODUCTION THE MARKET:
The meaning of market differs from study to study.
Generally speaking, a market refers to the particular place where
buying and selling takes place.
DEFINITION OF MARKET :
The terms market refers not to place, but to a commodity
or commodities and buyers and sellers who are indirect competition
with one another"
Chapman - TYPES OF MARKETS:
The classification of markets widely differs depending
upon the nature of business, nature of product, peculiarities and
characteristics of area and significance of the product. Ordinarily, the
markets can take the following forms :
a. Consumer Market :
Consumer markets consists of individuals or households
that purchases goods or services for their own use. For example,
every time you buy good products, toiletries, vehicles,
appliances.
b. Industrial Market :
Industrial market consists of individuals or groups that
purchase goods for resale or for use in performing their
operations.
c. Perfect market :
A perfect market refers to a market where potential buyers and
sellers have a complete knowledge of the prices, competitors, etc.
d. Imperfect Market :
A market is a said to be imperfect market when seller
charges any price for his product to the buyers as the buyers fail
to have knowledge about the existing market price.
e. Commodity Market :
A commodity market is a market where sale of different
goods takes place.
f. Capital Market :
Capital market comprises of all such financial institutions
which deal in finance e.g. banks, stock exchange market, foreign
exchange market, etc.
g. Local Market :
Local market is such a market where business transactions
are concentrated to a restricted area.
CORE CONCEPT OF MARKETING
MARKETING :
A social and managerial process whereby individuals and
groups obtain what they need and want through creating and
exchanging products and value with others.
NEED :
The most basic concept underlying marketing is that of
human needs. Human needs are states of felt deprivation. They include
basic physical needs for food, clothing, warmth and safety, social
needs for belonging and affection and individual needs for knowledge
and self-expression.
WANT :
The form taken by a human need as shaped by culture and
individual personality. An American needs food but wants a mango,
rice, lentils, and a soft drink.
DEMANDS :
People have almost unlimited wants but limited resources.
Thus, they want to choose products that provide the most value and
satisfaction for their money. When backed by buying power, wants
become demands.
PRODUCT :
A product is anything that can be offered to a market for
attention, acquisition, use or consumption. It includes physical objects,
service, personalities, places, organisations, and ideas.
SERVICE :
Any activity or benefit that one party can offer to another
that is essentially intangible and does not result in the ownership of
anything.
CUSTOMER VALUE :
The difference between the values the customer gains from
owning and using a product and the costs of obtaining the product.
CUSTOMER SATISFACTION :
The extent to which a product's perceived performance
matches a buyer's expectations. If the product's performance falls short
of expectations, the buyer is dissatisfied.
Total Quality management (TQM)
Programs designed to constantly improve the quality of
products, services and marketing process.
EXCHANGE :
The act of obtaining a desired object from someone by
offering something in return.
TRANSACTION :
A trade between two parties that involves at least two
things of value, agreed upon conditions a time of agreement, and a
place of agreement.
MARKETING MIX
Marketing mix is the policy adopted by the manufacturers
to get success in the field of marketing. Those days, when goods were
matched with the market, have gone. The modern market concept
emphasises the importance of the consumer's preference.
Manufacturers take various policies to get success in the market and
the marketing mix is one of the important policies.
DEFINITION :
According to Borden, "The marketing mix refers to the
appointment of efforts, the combination, the designing and the
integration of the elements of marketing into a programme or mix
which, on the basis of an appraisal of the market forces will best
achieve an enterprise at a given time".
A brief description of the four elements of marketing mix
(Four Ps) is :
1 PRODUCT :
The product itself is the first element. Products must
satisfy consumer needs. The management must, first decide the
products to be produced. by knowing the needs of the consumers.
2 PRICE :
The second element to effect the volume of sales is the
price. The marked or announced amount of money asked from a
buyer is known as basic-value placed on a product.
3 PROMOTION :
The product may be made known to the consumers. Firms
must undertake promotion work-advertising. Publicity, personal
selling etc., which are the major activities.
4 DISTRIBUTION (Place) :
Physical distribution is the delivery of products at the right
time and at the right place. The distribution mix is the combination
of decisions relating to marketing channels, storage facility,
inventory control, location, transportation warehousing etc.
CONCEPT OF PRODUCT :
PRODUCT :
"A product is a set of tangible and intangible attributes,
including packaging, colour, price manufacturer's prestige, retailer's
prestige and manufacturer's and retailer's services, which the buyer
may accept as offering satisfaction of wants or needs."
CLASSIFICATION OR PRODUCTS -
(i) Consumer products
(ii) Industrial products.
CONSUMER PRODUCTS :
Consumer products are purchased to satisfy personal and
family needs, for example cigarettes, coffee, ice-cream, medicines,
shoes, television and the like. On the basis of consumer buying
behaviour such products can be further subdivided into four types :
1. Convenience Products :
Convenience products are usually low priced and
frequently purchased items. e.g., newspapers, cigarettes, rice,
drugs and spices.
2. Shopping Products :
Shopping products are items for which consumers are
willing to expand considerable efforts in planning and making the
purchase. Examples of such products are furniture, readymade
garments, shoes, major appliances, etc.
3. Specialty products :
Consumers actually plan the purchase of a speciality
product; they know exactly what they want and they possess a
complete knowledge of the product. Example of such items are
photographic equipments, men's suits, wrist watches, new
automobiles, fancy groceries, etc.
4. Unsought Products :
Unsought products are purchased by consumers with a
purpose to solve a sudden problem. Example - Encyclopedias,
cemetery lots and life insurance.
INDUSTRIAL PRODUCTS :
Industrial products are purchased to be used to produce
other products or to be used in the operation of an organisation.
a. Raw materials :
Raw materials are industrial products that are in an
essentially unprocessed state and become part of a physical
product. They include bars of aluminum, chunks of granite, cotton,
wheat, etc.
b. Component Parts :
Component parts are such items of industrial products that
have undergone considerable processing before being incorporated
into other products. Such products become a part of the physical
product. Spark plugs, clocks, screws, wires are best.
c. Process Materials :
An industrial product directly used in the production of
other products but does not become a part of that other product is
known as process materials.
d. Accessory Equipment :
Accessory equipment does not become a part of the final
physical product but facilitates an organisation's operations.
Examples include forklifts, pick-up trucks, typewriters, calculators,
BRANDING
The Committee on Definition, A.M.A. defines brand as
"a name, term, symbol or the goods or services of one seller or
group of sellers and to differentiate them from those of
competitors." Thus, brand is a mane, symbol, term, design, or other
distinguishing feature that serves to identify a specific product and
distinguish it from its competitors.
1. Brand Name:
According to A.M.A. a brand name is "that part of a brand
which can be vocalized-utterable". Thus, it consists of words,
letters and/or numbers that can be vocalised or pronounced. e.g.,
Thums Up, Limca, Maza Mango, Gold Spot and son on.
2. Brand Mark:
A brand make is a part of the brand that appears in the from of
a symbol, design or distinctive colouring or lettering. Such part of
the brand can only recognised by sight but cannot be pronounced.
For example Air India's Maharaja, H.M.V.'s dog in front of a mouth-
piece, State Bank of India's blue circle with central dot.
3. Trade Mark:
Trade mark is a brand that is given legal protection. When
a brand name or mark is registered under any law, it becomes a
trade mark. are not trade marks.
4. Trade Name:
A trade name is a commercial and legal name under which
a company does its business. The Godrej is the trade name of
that company.
TYPES OF BRANDS
1. Manufacturer Brands:
Manufacturer brands also know as national brands are
owned by the firms that actually manufacture these products.
Thus, Rin, and Close-up are both manufacturer's brand.
2. Dealer (Distributors) Brands:
Dealer brands also known as private brands are owned by
the marketing institutions like wholesalers or retailers. Such
brands contain names designated by wholesalers and retailers.
3. Mixed Brands:
To avoid the battle of the brands* Sellers employ mixed-
brand strategy wherein the manufacturers, the wholesalers and
the retailers sell their brands in a combination.
PACKAGING
Packaging, the external presentation of a product, is an
essential part of marketing. An appealing package of the right size,
shape and appearance increases the salability of a product.
W.J. Stauton defines packing as "the general group of
activities in product planning which involves designing and producing
the container or wrapper for a product." Accordingly, packaging can be
divided into three categories.
(i) Primary package:
It relates to the product's immediate container. For
example, a plastic can for edible oil, or bottle for cold drink, or a
wrapper for toilet soap.
(ii) Secondary package:
It refers to the additional layers of protection that are removed
when the product reaches to its final destination, For example, a tube
(primary package) of leather shaving cream is usually removed from
its cardboard (secondary packaging) before use.
(iii) Shipping package:
It is concerned with the packing arrangements used for
storage or transportation of the product.
LABELLING :
It involves the presentation of information on a package or
product through label. It contains the brand name and symbols, the size
and contents of the package, directions for use, safety precautions and
the universal product code and symbol.
CONSUMER BUYER BEHAVIOUR :
The buying behaviour of final consumers individuals &
households who buy goods & service for personal consumption.
CONSUMER MARKET :
All the individuals & households who buy or acquire
goods & service for personal consumption.
Factors influencing consumer behaviour
CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR :
Consumer purchases are influenced strongly by cultural,
social, personal and psychological characteristics,
Cultural
Culture
Subculture
Social class
Social
Reference Groups
Family
Roles and status
PersonalAge and lifecycle
stage
Occupation
Economic situation
LifestylePersonality and
self concept
Psychological
Motivation
Perception
Learning
Beliefs and attitudes
Buyer
1. CULTURAL FACTORS :
Cultural factors exert the broadest and deepest influence
on consumer behavour. The marketer needs to understand the role
played by the buyer's culture, subculture and social class.
a. Culture :
The set of basic values, perceptions, wants and
perceptions, wants, behaviours learned by a member of society
from family and other important instructions.
b. Subculture :
A group of people with shared value systems based on
common life experiences and situations.
c. Social Classes :
Relatively permanent and ordered divisions in a society
whose members share similar values, interests, and behaviors.
2. SOCIAL FACTORS :
A consumer's behaviour also is influenced by social factors,
such as the consumers small groups, family, and social roles and
status.
a. Group :
Two or more people who interact to accomplish individual
or mutual goals.
b. Family :
Family members can strongly influence buyer behaviour.
The family is the most important consumer buying organization in
society. Husband-wife involvement varies widely by product
category and by stage in the buying process. Buying roles change
with evolving consumer lifestyles.
c. Roles and status
With her parents, Anna Flores plays the role of daughter;
in her family, she plays the role of wife; in her company, she plays
the role of brand manager. Each of Anna's roles will influence some
of her buying behaviour.
3. PERSONAL FACTORS :
A buyer's decisions also are influenced by personal
characteristics such as the buyer's age and life-cycle stage,
occupation, economic situation, lifestyle, and personality and self-
concept.
a. Age and life-cycle stage :
People change the goods and services they buy over their
lifetimes. Tastes in food, clothes, furniture, and recreation are often
age related. Buying is also shaped by the stage of the family life
cycle.
b. Occupation :
A person's occupation affects the goods and services
bought. Blue-collar workers tend to buy more rugged work clothes,
whereas white-collar workers buy more business suits.
c. Economic Situation :
A person's economic situation will affect product choice.
Anna Flores can consider buying an expensive Nikon if she has
enough spend able income, savings, or borrowing power.
d. Lifestyle :
A person's pattern of living as expressed in his or her
activities, interests, and opinions.
e. PERSONALITY :
A person's distinguishing psychological characteristics that
lead to relatively consistent and lasting responses to his or her own
environment.
4. PSYCHOLOGICAL FACTORS :
A person's buying choices are further influenced by four
major psychological factors : motivation, perception, learning and
beliefs and attitudes.
a. Motive (Drive) :
A need that is sufficiently pressing to direct the person to
seek satisfaction of the need.
b. Perception :
The process by which people select, organize and interpret
information to form a meaningful picture of the world.
c. Learning :
Changes in an individual's behavior arising from experience.
d. Belief :
A descriptive thought that a person holds about something.
e. Attitude :
A person's consistently favourable or unfavourable
evolutions, feelings, and tendencies toward an object or idea.
BRAND AMBASSADOR
Celebrities draw these powerful meaning from the role
they assume in their television, movie, military, athletic and others
careers. Each new dramatic role brings the celebrity into contact with
a range of objects, persons and contexts out of these objects, persons
and contexts are transferred meaning that then reside in the celebrity.
Advertising use celebrities as endorsers to breakthrough the
advertising clutter. They believe that celebrities have stopping power
and draw attention to advertising messages. For instance,
commercials that use Amitabh Baachan or shahrukh Khan as
endorsers are more likely to be effective in capturing the attention of
the target audience. Marketers think that a popular celebrity cannot
only influence audience feelings, attitudes and purchase behaviors
positively, but can also enhance product image or performance in the
consumers' mind.
Celebrity endorsements are less likely to influence
knowledgeable consumers about a product or service or those holding
strong attitudes compared to consumers with time knowledge or
neutral attitudes. College age students were more likely to have a
positive attitude towards a celebrity endorsed product than older
consumers. The observation indicates that, in the Indian context,
teenage market has generally been very deceptive to celebrity
endorsers as is evidenced by the frequent use of cricket players and
film stars in advertising for cosmetics soft drinks, two-wheeler autos
and other products.
HISTORICAL BACKGROUND
PROFILE OF SUNFEAST
ITC made its entry into the branded & packaged Foods
business in August 2001 with the launch of the Kitchens of India
brand. A more broad-based entry has been made since June 2002 with
brand launches in the Confectionery, Staples and Snack Foods
segments. In 2002, the 'mint-o’ trade mark was acquired and
relaunched in orange and mint flavours. In the same year
‘Candyman’ was added to the confectionery range and ‘Aashirvaad’
atta was rolled out. The 'Aashirvaad’ brand now extends to ready-to-
eat foods, ready-to-cook pastes and salt. In 2003 the ‘Candyman’
range was expanded to include deposited candies and éclairs. In 2003
‘Sunfeast’ biscuits were launched and ‘mint-o’ lemon mint flavour
was introduced. In 2004 the ‘Kitchens of India’ brand was extended
to cooking pastes
SUNFEAST
Riding on the success of
offerings in the Glucose, Marie and
Cream categories, ITC has recently
enriched its 'Sunfeast' range of
biscuits. The Company has launched
three new cream flavours - Coconut, Strawberry and Pineapple.
Strawberry & Pineapple creams have flavour enhancers. ITC has
pioneered the launch of coconut cream biscuits in India. The
Company has also introduced 'Sunfeast Dark Fantasy', a dark
chocolate and vanilla cream offering for the premium segment in
select markets. 'Sunfeast' has also entered the milk biscuit category
with its 'Sunfeast Milky Magic' biscuits. These biscuits are made of
cow's milk. Sunfeast has tied up with
'Aavin', the biggest milk brand in Tamil
Nadu, for sourcing cow's milk. Both the
new cream biscuits and milk biscuits have received an enthusiastic
response from consumers.
The Sunfeast range has been further expanded with the
launch of 'Sunfeast Snacky' salted crackers in 2 unique variants viz.,
Chilli Flakes and Classic Salted.
Sunfeast's latest offering, Golden Bakes blends the sheer
richness of pure butter with that of crisp cashews. This range is
available in 3 exciting variants viz. Butter, Cashew and Honey &
Cashew.
'Sunfeast Pasta Treat', a whole wheat based non-fried
product in 4 exciting flavours, has been introduced as a healthy
snacking option for children. The snack food team is geared and ready
to further enrich its product portfolio in the near future.
The effectiveness of advertising messages is widely
believed to be moderated by audience involvement. In this paper,
psychological theories of attention and levels of processing are used
to establish a framework that can accommodate the major consumer
behavior theories of audience involvement. Four levels of
involvement are identified (in order from low to high) as preattention,
focal attention, comprehension, and elaboration. These levels allocate
increasing attentional capacity to a message source, as needed for
analysis of the message by increasingly abstract-and qualitatively
distinct-representational systems. Lower levels use relatively little
capacity and extract information needed to determine whether higher
levels will be invoked. The higher levels require greater capacity and
result in increasingly durable cognitive and attitudinal effects.
The twist in the tale is that the Federation of Biscuits
Manufacturers of India (FBMI), whose members include biscuit
majors such as Britannia, are alleging high handedness by ITC in the
episode. ITC is not a member of FBMI.
CEO of ITC foods division Ravi Naware, when contacted,
confirmed that the company had filed a case against Raj Agro in the
Bombay High Court. He, however, did not comment on the arrest of
Raj Kumar Aggarwal, the managing director of Raj Agro. ITC had
recently roped in filmstar Shah Rukh Khan to endorse the brand.
Expressing anguish on the arrest of Mr Raj Kumar Agarwal on the
basis of complaint by ITC, FBMI president BP Agarwal said, “such
high-handed action on the part of ITC was contrary to the sense of
unity amongst biscuit manufacturers and this has never happened in
the history of the industry.
ITC, Mr Loya said, had filed a complaint against Raj
Agro with the Hyderabad police station following which a posse of
about 200 policemen had come to raid the Raj Agro factory and
arrested Mr Aggarwal. Mr Naware, however, maintained that
Hyderabad police had conducted a raid on Raj Agro based on the
evidence that the company was making biscuits whose design was
same as ITC’s Sunfeast.
Just a fortnight ago, Cadbury India had sued ITC for Rs
10 crore alleging damages on issues of trademark and copyright
infringement of its brand Dairy Milk Eclairs. Mr Naware refused to
comment on the case saying that it was sub-judice.
PROFILE OF PARLE
Introduction
A long time ago, when the British ruled India, a small
factory was set up in the suburbs of of Mumbai city, to manufacture
sweets and toffees. The year was 1929 and the market was dominated
by famous international brands that were imported freely. Despite the
odds and unequal competition, this company called Parle Products,
survived and succeeded, by adhering to high quality and improvising
from time to time.
A decade later, in 1939, Parle Products began
manufacturing biscuits, in addition to sweets and toffees. Having
already established a reputation for quality, the Parle brand name
grew in strength with this diversification. Parle Glucose and Parle
Monaco were the first brands of biscuits to be introduced, which later
went on to become leading names for great taste and quality.
How Parle fought to make biscuits affordable to all.
Biscuits were very much a luxury food in India, when
Parle began production in 1939. Apart from Glucose and Monaco
biscuits, Parle did offer a wide variety of brands.
However, during the Second World War, all domestic biscuit
production was diverted to assist the Indian soldiers in India and the
Far East. Apart from this, the shortage of wheat in those days, made
Parle decide to concentrate on the more popular brands, so that people
could enjoy the price benefits.
The strength of the Parle Brand
Over the years, Parle has grown to become a multi-
million US Dollar company. Many of the Parle products - biscuits or
confectionaries, are market leaders in their category and have won
acclaim at the Monde Selection, since 1971.
Today, Parle enjoys a 40% share of the total biscuit market and
a 15% share of the total confectionary market, in India. The Parle
Biscuit brands, such as, Parle-G, Monaco and Krackjack and
confectionery brands, such as, Melody, Poppins, Mangobite and
Kismi, enjoy a strong imagery and appeal amongst consumers.
Be it a big city or a remote village of India, the Parle name
symbolizes quality, health and great taste! And yet, we know that this
reputation has been built, by constantly innovating and catering to
new tastes. This can be seen by the success of new brands, such as,
Hide & Seek, or the single twist wrapping of Mango bite.
In this way, by concentrating on consumer tastes and
preferences and emphasizing Research & Development, the Parle
brand grows from strength to strength.
The Quality Commitment
Parle Products has one factory at Mumbai that
manufactures biscuits & confectioneries while another factory at
Bahadurgarh, in Haryana manufactures biscuits. Apart from this,
Parle has manufacturing facilities at Neemrana, in Rajasthan and at
Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana
are the largest such manufacturing facilites in India. Parle Products
also has 14 manufacturing units for biscuits & 5 manufacturing units
for confectioneries, on contract.
All these factories are located at strategic locations, so as
to ensure a constant output & easy distribution. Each factory has
state-of-the-art machinery with automatic printing & packaging
facilities.
The Marketing Strength
The extensive distribution network, built over the years, is
a major strength for Parle Products. Parle biscuits & sweets are
available to consumers, even in the most remote places and in the
smallest of villages with a population of just 500.
Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets
directly or indirectly. A two hundred strong dedicated field force
services these wholesalers & retailers. Additionally, there are 31
depots and C&F agents supplying goods to the wide distribution
network. The Parle marketing philosophy emphasizes catering to the
masses. We constantly endeavour at designing products that provide
nutrition & fun to the common man. Most Parle offerings are in the
low & mid-range price segments. This is based on our cultivated
understanding of the Indian consumer psyche. The value-for-money
positioning helps generate large sales volumes for the products.
However, Parle Products also manufactures a variety of
premium products for the up-market, urban consumers. And in this
way, caters a range of products to a variety of consumers.
The Customer Confidence
The Parle name conjures up fond memories across the
length and breadth of the country. After all, since 1929, the people of
India have been growing up on Parle biscuits & sweets.
Today, the Parle brands have found their way into the hearts and
homes of people all over India & abroad. Parle Biscuits and
confectioneries, continue to spread happiness & joy among people of
all ages.
The consumer is the focus of all activities at Parle.
Maximizing value to consumers and forging enduring customer
relationships are the core endeavours at Parle.
I feel sure that the East Indies means India, as there is a
town named Hoogley, also another town, North of Calcutta named
PARLE (manufacture of biscuits from India by an Indian Company,
the product is named Parle's Biscuits, and are obtainable in
Sydney).
Other Branches of the PARLE's have been located in
New Zealand; Nebraska, U.S.A.; California, U.S.A.; Berkley,
U.S.A.; also a Father Richard PARLE in South Korea. All these
branches of the PARLE's had their origin
PROFILE OF BRITANNIA
MARKET
Baking practices were well
known to Indian cuisine for thousands of
years, but the humble biscuit became a
familiar and commonplace item of diet
only during the 20th century. The products
and marketing strategies of India’s premier
food company Britannia Industries Limited over the last century
have been responsible for this remarkable dietary acculturation.
The entire biscuits’ market is estimated to be 1.1 million tonnes per
annum, and valued at over Rs. 50 billion. The biscuits segment
enjoys one of the most developed markets for any item of mass
consumption, covering over 90 per cent
of the overall potential market. This
implies that over 900 million Indians
buy and eat biscuits, with varying
frequency in any year. The market is
highly competitive at the supply-side,
with thousands of small-scale manufacturers as well as others in the
organised, large-scale sector. The strength of the Britannia brand
is demonstrated by the fact that it stands far above all in this
fiercely competitive market, with over 46 per cent market share, by
value (Source: ACNielsen ORG-MARG 2003).
ACHIEVEMENTS
Britannia is synonymous with the rise and growth of the
biscuit industry in India.
Throughout this process it has displayed an uncanny
intuition about emerging popular tastes for biscuits. This foresight,
coupled with the will to innovate and evolve new products, has been
the impetus that has propelled the Britannia brand ahead of the rest.
Being the market leader, Britannia Industries operates under an
underlying principle of setting its own rules and standards that have
almost always become the adopted paradigm for the entire biscuit
industry.
It brought the health dimension to an industry that was
traditionally driven by taste alone. This is reflected in Britannia’s
brand slogan, introduced in 1997 that exhorted consumers to ‘Eat
Healthy, Think Better’. This was quickly embraced by the entire
industry to come up with similar promotional campaigns showing
biscuits to be an epitome of a healthy, happy diet.
Going beyond biscuits has been the most difficult
challenge and a litmus test for the company. Britannia entered the
dairy category with the launch of Britannia Milkman range of dairy
products. With the success of Britannia Milkman Cheese, it
achieved a niche for itself in a category that was defined by a
competitor that had created the category.
Britannia’s products retail in over 2 million outlets
(Source: ACNielsen ORG-MARG, 2003), selling approximately 200
million packs a month. With millions of happy consumers every
month, Britannia is considered to be one of the most trusted food
brands in India (Source: ET Brand Equity Study, 2003). Britannia
has also successively made the Forbes List of 200 Best Small
Companies in the world for the years 1999, 2000 and 2002.
HISTORY
Started way back in 1892
with an investment of Rs. 295, biscuits
were manufactured in a small house in
central Kolkata. Later, the business was
acquired by the Gupta brothers and
operated under the name of V.S. Brothers. In 1918, C H Holmes, an
English businessman in Kolkata was taken as a partner and ‘The
Britannia Biscuit Company Limited (BBCo)’ was launched. The
Mumbai factory was setup in 1924 and Peak Freans, UK acquired a
controlling interest in BBCo. Biscuits were in big demand during
World War II, which gave a fillip to the company’s sales. BBCo
celebrated its golden jubilee in 1968 and the company name was
changed to the current Britannia Industries Limited in 1979. In
1982 Nabisco Brands Inc., USA became a major foreign shareholder.
Ten years later in 1992, Britannia Industries Limited celebrated its
platinum jubilee. The following year, the Wadia Group acquired a
stake in ABIL, UK and became an equal partner with Groúpe
Danone in Britannia Industries Limited.
PRODUCT
Britannia has restructured its portfolio of products at
regular intervals, to constantly redefine and strengthen the Indian
biscuit market. This strategy has enabled it to serve the key needs of
the Indian consumer across age groups and diverse consumption
situations, through an optimum range of brands. The success of this
strategy enabled Britannia to reduce the number of focus-brands
from 24 in 1998, to nine in 2001.
All its product offerings
derive their premium qualities from the
principles of health and taste. This key
premise has led to the evolution of a
lifetime menu where a Britannia product
exists for every stage in a person’s life.
The highest consumption group for
biscuits are children; here Britannia
offers Milk Bikis with all the ‘goodness
of milk’ required by younger kids, while the Tiger brand is aimed at
7-14 year olds and provides them with the exuberant health required
by ‘winners of tomorrow’. Another offering for children – Treat, a
range of delicious cream biscuits – is meant as a treat for children
during fun times.
A particularly notable success has been Little Hearts,
meant for teenagers and kids, which has completely dispelled an
erstwhile industry axiom that this target group did not snack on
sweet biscuits.
Moving on to other age groups, Britannia created 50-50 as a biscuit
snack for young adults with its sweet-salty duality. The savoury
Time Pass
brand is
targetted at the
same age
group as well.
Britannia
MarieGold, is
a venerated tea-time offering that is 'packed with wheat energy' and
has found much favour with health conscious urban adults. Good
Day, a cookie filled with rich ingredients is a healthy everyday treat
for the entire family. Britannia has a range of bread and cakes
entrenched in the fresh bakery segment. These products allow the
consumers to interact with the brand more often and maintain
continuity of the taste-with-health promise.
Recent Developments
A new initiative taken by Britannia, to cater to all the
taste fads of the consumer, seeks to widen the range of its snack
foods. This will be Britannia's biggest challenge in the next few
years. Meanwhile in existing categories of biscuits and baked
products, innovation will be the key principle.
A host of new flavours and food-formats, as never seen
before in the Indian market, are due to enter the market in 2004.
Thus, Britannia will continue to define the Indian market in biscuits
and other food products.
PROMOTION
The role of promotions for Britannia is especially
important in this highly fragmented and competitive market. Today,
the company prides itself on communication that is innovative, yet
constantly able to strike a chord in the consumers' hearts and minds.
Britannia's promotions have virtually redefined consumer
expectations from this category. To reach out to the Indian
consumer, Britannia has successfully leveraged India's two
HISTORY OF PRIYAGOLD
The wondrous magical journey of our company Surya
Food & Agro Ltd. began in Oct. 1993 & since then we
have been one of the leading manufacturers of biscuits
in northern India, our brand “PRIYAGOLD” has been
a perennial favorite since then. On a profound level the inevitable
cycle of distribution network has helped us to chart our way in western
party of India as well. It is our obsession to make the finest quality
biscuits available to the consumers & it has been
our constant endeavor to give our consumer a
palate to look forward to a taste & flavor that is
uniquely “PRIYAGOLD.” We have operated in the
new age sharply ruled by the dizzying pace of
technology, poised to catch emerging trends thus
improving quality standards, where fully automated ovens bake the
biscuits round the clock and they find their way into automatic packing
units at the company’s plant in Surajpur, Greater Noida (U.P.) to cater
to the ever growing demand of “PRIYAGOLD” biscuits. This thinking
is reflected in what our brand stands for “Haq Se Maango”, a
positioning that was formulated to drive home the fact that everyone
has the right to good taste & the right to ask for it. We feel that the
means to finding the future lies not just in believing about tomorrow
but in ourselves. What can never be destroyed like the eternal forces of
nature is our trust & confidence in ourselves. Thus empowered we
have ensured that “PRIYAGOLD” always strives hard to satisfy our
esteemed consumers. This compile flaunts the most cherished products
that we have in our "PRIYAGOLD" portfolio.
TABLE –1 SHOWING PROFILE OF RESPONDENTS.
Occupation Gender Age
Student Business Service Male Female 10-20 21-30 31-40 41-50
Abs. No.
107 06 07 85 35 76 40 01 03
% 89.16% 5.0% 5.83% 70.83% 29.16% 63.35% 33.33% .83% 2.5%
Research Methodology
SURVEY DESIGN :
This report is an exploratory type in which the study
has been done in order to find out the important fact and complete
the data.
After deciding the topic researcher had conducted a
survey of 120 randomly selected samples of service man,
businessman, students . Also data is collected through newspaper,
magazine and internet.
Objective of the survey :
1. To know the brand preference.
2. To know the particular variety for which consumer has more
demand.
3. To know the factors which affect the buyers decision.
4. To know the role of advertising.
5. To know the reason of brand loyalty.
6. To know the role of any brand ambassador.
7. To know the role of sales promotional techniques.
Scope of the Study :
The study was aimed for the people of Varanasi city
only. All the respondents were of Varanasi city.
The Sampling Techniques :
A sample size of 120 respondents were taken from
urban areas, which selecting the sample convenience random
sampling was used. The instruments used was questionnaire which
was framed on the basis of stated objective of the study. The strict
random sampling was not possible due to lack of time cost and
contact.
SURVEY PROCEDURE
Primary Data :
The research instrument questionnaire was distributed
personally and through friends among randomly selected
respondents. The care was taken to ensure that respondents should
be the biscuit user. The questionnaire had been prepared in both
English and Hindi to have clear understanding about the question
to get actual feedback. The work able questionnaire were 120 in
number. It was mentioned that the received information would be
used for purely academic purpose.
Problems in data Collection :
During data collection the following problems were
faced and experienced by my self and by other who administered
the questionnaire -
1. Some respondents were reluctant to fill the questionnaire.
2. Many respondents asked what benefit they will get by filling
this questionnaire.
3. Few of them were careless & non. Cooperative to return the
questionnaire.
With all hard work. patience and persuasive effort, the
investigator could finally collect the response sheets for the
further analysis.
The questionnaire received were edited, tabulated and
cross tabulated for various data. The analysis was conducted on
the basis of objectives and friends were obtained which were
shown with the help of pie chart, bar chart etc.
Analysis & Interpretation
Q 1. Do you like to eat the biscuit ?
Table-Showing the consumption of biscuit.
Sl. No.
OptionAbsolute
No. of Responde
nt
%age
A YES 120 100%
B NO 0 0%
TOTAL 120 100%
INTERPRETATION & DISCUSSION :
100% Respondents said that they eat the biscuit the reason being that
everyone like the taste, price etc., of biscuit and it is easily available in the
market. Moreover it is usually taken for light refreshment any time in a day.
Q 2. Which particular variety do you consume more ?
Table- A Showing the variety which is consume
more.
Sl. No.
Option Absolute No. of
Respondent
%age
A Salty 36 30%
B Sweet 36 30%
C Salty & Sweet 48 40%
TOTAL 120 100%
INTERPRETATION & DISCUSSION :
Table shows that 30% of respondents consume salty biscuit and similar
percentages of respondents consume sweet variety. Table also shows that
40% of respondents consume both sweet and salty variety, because salty and
sweet biscuit is a very tasteful item.
Indian usually have a salty taste in their eating habit. Its more common
among middle class. Its reflected from the study that the respondents
preferred tinge of salty & sweet taste of biscuit the has been exploited by
Britannia and Parle in their respective brand 50-50 & krackjack.
TABLE – 2 B Showing the age wise variety which consume more.
Class Interval
No. Of People in The Class Salty Sweet Salty & Sweet
Abs. No. % Abs. No. % Abs. No. % Abs. No. %
10 – 20 76 63.33% 23 30.26% 20 26.31% 33 43.42%
21 – 30 40 33.33% 13 32.5% 15 37.54% 12 30%
31 – 40 1 0.83% 0 0% 0 0% 01 100%
41 – 50 3 2.5% 0 0% 01 33.33% 02 66.66%
INTERPRETATION & DISCUSSION:
The analysis shows that between 10 to 20 years total No. of respondents are
76 in which 30.26% respondents consume salty biscuits. 26.31% respondents
in the same class interval consume sweet biscuit. In the same class interval
highest 43.42% respondents consume sweet and salty.
Table shows that between 21 to 30 years total numbers of respondents are
40, in which 32.5% respondents consume salty, 37.5% respondents consume
sweet and 30% respondents consume salty and sweet biscuit.
Between 41 to 50 years total number of respondent are 3, in which all
respondents consume sweet, salty & sweet biscuit.
It revealed from the table that teenagers mostly like sweet & salty taste of
biscuits. On the other hand adults & comparatively older group prefer sweet
taste.
Q 3. Which Brand do you prefer more ?
Table 3 A - showing the brand preference.
Sl. No.
Option Absolute No. of
Respondent
%age
A Britannia 47 39.16%
B Parle 36 30.00%
C Priyagold 17 14.16%
D Sunfeast 11 9.16%
E Anmol 03 2.5%
F Horlicks 06 5.00%
TOTAL 120 100%
INTERPRETATION & DISCUSSION :
It is revealed from the analysis that 39.16 of the respondents use Britannia
because Britannia is a very popular biscuit and many verieties are available
in the market. The other preferred brand mentioned by the respondents are
Parle 30.00%, Priyagold 14.16%, Sunfeast 9.16% and Lowest preferred of
Anmol and Horlicks biscuit which percentage are 2.5%, 5%, because it is not
famous brand.
The different variety of Britannia are 50-50,Marie Gold, Goodday, Tiger,
Orange & Elachi cream and of Parle are parle-G, krackjack,monoca, Orange
cream .
Since it is frequently consumed eatable stuff, the image and creditability
play portrait role. The local brand doesn't enjoy the confidence of the
respondents hence referred by very low percentage of respondents.
TABLE – 3 B Showing the wise brand preference.
Class Interval
NO. of People in the
classes Britannia Parle Priyagold Sunfeast Anmol Horlicks
Abs. No. % Abs.
No. % Abs. No. % Abs.
No. % Abs. No. % Abs.
No. % Abs. No. %
10 – 20 76 63.33 26 34.21% 20 26.31% 13 17.10% 9 11.84% 2 2.63% 6 7.89%
21 – 30 40 33.33 19 47.5% 14 35.00% 4 10% 2 5% 1 2.5% 0 0%
31 – 40 1 0.83 0 0% 1 100% 0 0% 0 0% 0 0% 0 0%
41 – 50 3 2.5 2 66.66% 1 33.33% 0 0% 0 0% 0 0% 0 0%
INTERPRETATION & DISCUSSION :
The analysis shows that between 10 to 20 years total No. of
respondents are 76 in which 34.21% respondents preferred
Britannia biscuit. 26.31% respondents in the same class interval
prefer Parle. 17.10% respondents in the same class interval less
preferred Priyagold . 2.63% respondents in the class interval of
10-20 Years has preferred Anmol biscuit. The percentages of
respondents is less as it is not popular.
The analysis shows that between 21 to 30 years total No. of
respondents are 40, in which 47.5% respondents preferred
Britannia. 35.0% respondents in the same class interval prefer
Parle. 2.5% respondents in the same class interval prefer Anmol
biscuit because it was a local product and does not have good
reputation in the market.
Between 41 to 50 years total No. of respondents are 3, in which
all respondents preferred Britannia and Parle biscuit.
Its deduced from the analysis that Britannia & Parle are the most
popular brands irrespective of the age group. However
comparatively older group has more positive attitude to wards
Britannia. As for as Parle's concerned figure were, Its more
popular among 21 to 30 years age group. It seems age does not
plays any prominent role in brand popularity & acceptance.
Q 4. What are the reasons which make you brand loyal?
Table-Showing the reason for brand loyality.
Sl. No.
Option Absolute No. of
Respondent
%age
A Taste 105 87.5%
B Price 02 1.66%
C Brand Name 09 7.5%
D Any other, quality &price
04 3.33%
TOTAL 120 100%
INTERPRETATION & DISCUSSION :
There are many reasons for brand loyalty. After getting the
response I came to know that taste first occupies position in brand
loyalty hierarchy with 87.5% response.
Biscuit' being a very popular snack item is used only often for
entertaining guest with tea, given to children and patient the taste
along with nutritive value becomes very determining. factor for
purchase and repurchase. Only 1.66% respondents have favored
price as a reason for repurchase. It exhibits that majority is
conscious of health value than price.
Q 5. Are you satisfied with your brands?
Table-Showing the satisfaction with brand.
Sl. No.
Option Absolute No. of
Respondent
%age
A YES 115 95.83%
B NO 01 0.83%
C Don't know 04 3.33%
TOTAL 120 100%
INTERPRETATION & DISCUSSION :
Table shows that 95.83% respondents satisfied with their brand
because product's performance is a better than customer
expectations. Whereas 0.83% respondents clearly dissatisfied with
them own brand and rest 3.33% respondents said that do not know
about the statement.
It's referred that people make their choices of biscuits with well
thought reasons.
Q 6. Which of the following factor do you think will effect the buying decisions?
Table-Showing factor effecting in buying decision
Sl. No.
Option Absolute No. of
Respondent
%age
A Price 05 4.16%
B Packaging 01 0.83%
C Brand Name 12 10.00%
D Quality 78 65.00%
E Advertising 24 20.00%
TOTAL 120 100%
INTERPRETATION & DISCUSSION :
The analysis shows that higher 65.0% respondents buy the biscuit
on the basis of quality. The other factors like price, packaging,
brand name etc. do not carry much of the weighting the decision-
making processes. However, advertising influenced 20%
respondent. Advertising woke as a communication media is make
individuals aware about the different attribute of biscuits.
However ultimately its quality influences while most selecting the
brand 10 % respondents are of guided by the brand name & its
image in the market.
TABLE – 6 B Showing the age-wise factor effecting the buying decision.
Class Interval
No. of people in the class
Price Packaging Brand name Quality Advertising
Abs. % Abs. % Abs. % Abs. % Abs. % Abs. %10–20 76 63.66
%3 3.94% 0 0% 9 11.84
%49 64.47
%15 19.73
%
21–30 40 33.33%
1 2..5% 1 2..5% 3 7.5% 26 65% 9 22.5%
31–40 1 0.83% 0 0% 0 0% 0 0% 1 100% 0 0%
41–50 3 2.5% 1 33.33%
0 0% 0 0% 2 66.66%
0 0%
INTERPRETATION & DISCUSSION :
The analysis shows that between 10 to 20 years total No. of
respondents are 76 in which 3.94% respondents said that price
effect the buying decision. 11.84% respondent in the same class
interval effect by brand name. Highest 64.47% respondents
believe that their buying decision is effected by quality. 19.73%
respondent in the same class interval is effected by advertising.
Table shows that between 21 to 30 years total No. of respondents
are 40, In which highest 65% respondents said that effected by
quality because quality is a main factor of the brand.
Between 41 – 50 years total number of respondents are 3, in
which all respondents said that price and quality effect the buying
decision.
Irrespective of the age group quality is most wanted attribute to
make purchase. However older group between 41–50 years show
inclination to words price factors. The reason may be economy
with & health to manage the family expenses etc.
Q 7. Do you think presence of brand ambassador helps in buying decision?
Table- Showing the influence of brand ambassador in
buying decision.
Sl. No.
Option Absolute No. of
Respondent
%age
A YES 48 40.0%
B NO 52 43.33%
C Don't know 20 16.66%
TOTAL 120 100%
INTERPRETATION & DISCUSSION :
It is revealed from the analysis that 40.0% of the respondents do
agree that presence of brand ambassador help in buying decision
because presence of brand ambassador help in right choice of the
brand for buying decision. However, 43.33% of respondents do
not agree because they believe on the brand quality than presence
of brand ambassador and rest 16.66% said that they do not know
about the statement.
Loyalty of individuals don't agree with the role of brand
ambassador for promotions the brand. The perception may be that
the celebrities are professional people and they do not in an
advertising for them own interest. However some of respondents
may identify themselves with the brand ambassador especially
children & youngsters.
Q 8. Which of the following sales promotion technique will be more effective ?
Table- Showing most effective sales promotion technique.
Sl. No.
Option Absolute No. of
Respondent
%age
A Free gift 27 22.5%
B Discount 35 29.16%
C Coupon 09 7.5%
D Reduction in price 49 40.83%
TOTAL 120 100%
INTERPRETATION & DISCUSSION :
Sales promotion technique is a important factor in buying
decision. So table show that 29.16% respondents effected by
discount because same quality available on the discount price.
Many other factor are free gift 22.5% coupon 7.5%, the most
effective method of sales promotion technique is a reduction in
price as given by 40.83% respondents.
Majority of the respondents feel to have reduction in price of the
packet for increasing the sale.
Q 9 If you don't get your brand will you change it?
Table- Showing preference of consumer.
Sl. No.
Option Absolute No. of
Respondent
%age
A YES 53 44.16%
B NO 62 51.66%
C Don't know 05 4.16%
TOTAL 120 100%
INTERPRETATION & DISCUSSION :
44.16% respondents said that they will change their brand when
not available in the market and 51.66% respondents do not agree
to change their brand. It shows loyalty toward the brand. 4.16%
respondents to not know whether they well change the brand or
not. Higher degree of brand loyalty is inferred from the analysis.
Q 10. Since how long your have been using this brand ?
Table- Showing period of consumption.
Sl. No.
Option Absolute No. of
Respondent
%age
A For 1 year 14 11.66%
B For 3 year 18 15%
C for 5 Year 14 11.66%
D For long time 74 61.66%
TOTAL 120 100%
INTERPRETATION & DISCUSSION:
Tables show that 11.66% respondents using the brand for 1 year
and similar percentage of respondent using the brand for 5 year.
15% respondents use the brand for 3 years and 61.66%
respondents use the their brand since long time.
Usually taste does not change. It goes with the life. This is the
reason majority of respondents have not change them brands for
the last many years.
Q 11. Would you like any change in your brand?
Table-Showing people wanting change in brand.
Sl. No.
Option Absolute No. Of
Respondent
%Age
A YES 28 23.33%
B No 86 71.66%
C Don't know 06 5.0%
TOTAL 120 100%
INTERPRETATION & DISCUSSION:
23.33% respondents said that they want some change in their
brand, may be attractive packing and short packaging etc. 71.66%
respondents do not want to have any kind of change in their brand.
This depicts the total value satisfaction of consumer.
FINDING & CONCLUSION
The biscuit company has achieved a phenomenal growth in the last
few decades. Biscuit is usually taken for light refreshment any
time in a day.
The analysis has revealed the following findings:
1- Mostly people like to the biscuit.
2- 40% respondents consume sweet & salty biscuit but rest
respondents consume sweet biscuit and salty biscuit.
3- Britannia and Parle are the most popular brand of biscuit.
4- A great deal of brand loyalty is found among the
consumer.87.5% respondents favoured taste for brand
loyality.
5- 95.83% respondents are fully satisfied with their brand &
3.33% respondents do not know about the statement.
6- Quality, advertising and brand name are the reason effecting
the purchase decision.
7- Brand ambassador have a moderate influence on the buying
decision of consumer.
8- It has been seen that the use of sales promotion tool can be
very effective to increase the sales in term of price
reduction.
CONCLUSION
Conclusively it is revealed that high quality biscuits
are more favored by majority of the respondents.
Britannia holds the supremacy over other brands of the
biscuit. However choice of the biscuit depend upon a particular
segment. The present study shows the response of middle class
people of Varanasi city.
SUGGESTION
The study suggest the following issues on the basis of
the findings -
1. The focus of the marketing strategy should be on the
consumers and product.
2. Pricing strategy should aim at reducing the price but not on
the cost of quality.
3. Keeping up the quality of the brand, innovative features may
attract the new customer Like flavour, packaging etc.
4. Britannia is demanded by most of the respondents (39.16% of
respondents) The company should sustain its market by
maintaining its quality and introducing new flavour.
5. Most of the respondents purchase influenced by brand name,
advertising, quality and packaging.
Questionnaire
Topic : "Brand preference of Biscuits in Varanasi"
Tick [] the one write option as your preference.
Respondent Name :
Age :
Occupation :
Gender : Male / Female
Q 1. Do you like to eat the biscuit ?
[a] Yes [b] No
Q 2. Which particular Variety do you consume more ?
[a] Salty [b] Sweet [c] Salty & Sweet
Q 3. Which brand do you prefer more ?
[a] Britannia [b] Parle [c] Priyagold
[d] Sunfeast [e] Anmol [f] Horlicks
Q 4. What are the reasons which make you a brand loyal ?
[a] Taste [b] price [c] Brand name
[d] Any other name them . . . . . . . . . . .
Q 5. Are you satisfied with your brand ?
[a] Yes [b] No [c] Don't Know
Q 6. Which of the following factor do you think will effect the buying
decision ?
[a] Price [b] Packaging
[c] Brand name [d] Quality [e] Advertising
Q 7. Do you think presence of brand ambassador helps in buying decision ?
[a] Yes [b] No [c] Don't Know
Q 8. Which of the following sales promotion technique will be more
effective ?
[a] Free gift [b] Discount [c] Coupon
[d] Reduction in Price
Q 9. If you don't get your brand will you change it ?
[a] Yes [b] No [c] Don't Know
Q 10. Since How long your have been using this brand ?
[a] From 1 year [b] More than 1 year
[c] More than 2 year [d] From long time
Q 11. Do you would any changes in your brand ?
[a] Yes [b] No [c] Don't Know
Thanking You !
[Sunil Yadav] Student
M.P. Institute of Management & Computer ApplicationBhagatua, Varanasi
Bibliography
Ninth Edition Kotler &
Armstrong
Principles of Marketing
M.A. Sahaf Principles of Marketing
R.S.N. Pillai Bagavathi Modern Marketing
Principles & Practices
S.H.H. Kazmi & S.K. Batra Advertising & Sales Promotion:
Second addition
Website
www.priyagold.com
www.parleproducts.com
www.superbrand.com
NAME OF BRITANNIA'S BISCUIT
Biscuit's Name Weight (Gram) MRP./Unit
50 - 50 150 gm. 10.00
Marie Gold 200 gm. 13.00
Vita Maria Gold 150 gm 13.00
Goodday Butter 100 gm 10.00
Goodday Cashew 100 gm 10.00
Milk Bikis Cream 100 gm 12.00
Barbon Cream 100 gm 10.00
Orange Cream 100 gm 8.00
Elichi 100 gm 8.00
Jim Jam 100 gm 10.00
Nice Time 100 gm 10.00
Cream Craker 100 gm 10.00
Tiger Glucose 100 gm 4.00
Tiger Coconut 200 gm 8.00
Tittle Heart 75 gm 10.00
Rose Milk 100 gm 5.00
Tiger Kesar Kulfi 100 gm 5.00
Goodday Chaska 200 gm 25.00
NAME OF PARLE'S BISCUIT
Biscuit's Name Weight (Gram) MRP./Unit
Parle - G 100 gm 4.00
Kracjack 150 gm 10.00
Monaco 300 gm 20.00
Hide & Seek 100 gm 15.00
Orange Cearm 250 gm 12.00
Marie Choice 100 gm 5.00
NAME OF SUNFEAST'S BISCUIT
Biscuit's Name Weight (Gram) MRP./Unit
Coconut 100 gm 10.00
Strawberry 100 gm 10.00
Pineapple 100 gm 10.00
Chocolate 100 gm 10.00
Butter 100 gm 10.00
Cashew 100 gm 10.00
Snacks 100 gm 6.00
NAME OF PRIYAGOLD'S BISCUIT
Biscuit's Name Weight (Gram) MRP./Unit
Snacks zig zag 150 gm 10.00
CNC 150 gm 10.00
Niceday 150 gm 12.00
Marie 150 gm 12.00
Butter bite 150 gm 18.00
Coconut 150 gm 10.00
Butterlite 250 gm 18.00
Elichi 150 gm 10.00
Chocolate 150 gm 10.00
Cheese taker 150 gm 15.00
Fruit bite 250 gm 20.00
Orange 250 gm 15.00
CONTENTSCertificate
Executive Summary
Acknowledgement
CHAPTER-I
Introduction
Market Core Concept of Marketing Marketing Mix Concept of Product Branding Packaging Consumer Buyer Behaviour
CHAPTER-II
Historical Background
Profile of Sunfeast Profile of Parle Profile of Britannia History of Priyagold
CHAPTER-III
Research Methodology
Survey Decision Objective of Survey Scope of Study The Sampling Technique Survey Procedure Problem in data collection
CHAPTER-IV
Analysis, Interpretation & Discussion
Part-A General Analysis, Interpretation & Discussion
Part-B Age-wise Analysis, Interpretation &
Discussion
CHAPTER-V
Findings & Conclusion
Suggestion
ANNEXURE
Questionnaire
Bibliography
Biscuit's Name, Weight & Price