report of projct
TRANSCRIPT
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PROJECT REPORT
ON
MARKETING STRATEGIES OF BRITANNIA BISCUITS
SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE
DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
(2010-2013)
UNDER THE GUIDANCE OF
Dr. Manju Gupta
Associate Professor, MAIMS
SUBMITTED BY:
GARIMA GUPTA
Enrollment no.04561101710 Batch - BBA 3rd semester
Maharaja Agrasen Institute of Management Studies
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
PSP Area, Plot No. 1, Sector 22, Rohini Delhi- 110086
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STUDENT DECLARATION
This is to certify that I have completed the Project titled MARKETING STRATEGIES
OF BRITANNIA BISCUITS under the guidance of Dr. Manju Gupta in partial
fulfillment of the requirement for the award of Degree of Bachelor of Business
Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an
original piece of work & I have not submitted it earlier elsewhere.
Date: Signature:
Place: Name:
Enrollment No.:
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CERTIFICATE OF APPROVAL
This is to certify that the project entitled MARKETING STRATEGIES OF BRITANNIA
BISCUITS is an academic work done by Garima Gupta submitted in the partial
fulfillment of the requirement for the award of the degree of Bachelor of Business
Administration at Maharaja Agrasen Institute of Management Studies, Delhi, under my
guidance & direction.
To the best of my knowledge and belief the data & information presented by him in the
project has not been submitted earlier.
Dr. Manju Gupta
Associate Professor
MAIMS
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ACKNOWLEDGEMENT
I hereby take the opportunity to express my profound sense of gratitude and reverence to
all those who have helped and encouraged me towards the successful completion of the
project.
Firstly, I would like to express my thanks to Dr. N.K. Kakkar (Director General,
MAIMS) for giving me such a wonderful opportunity to widen the horizons of my
knowledge.
I would like to thank my project guiderDr. Manju Gupta for his immense guidance. A
valuable help and provided me the opportunity to complete the project under his
guidance.
I would like to thanks all the faculty members of MAHARAJA AGRASEN
INSTITUTE OF MANAGEMENT STUDIES for guiding me and supporting me in the
completion of this project from time to time.
Last but not the least my greatest gratitude to the almighty God and my parents, without
their support this dream would have remained dream.
Name of the student
Garima Gupta
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EXECUTIVE SUMMARY
After going thick on the things, now time is to make a complete picture. While making a
product a SKU (stock keeping unit) of the shop retailers think about the GMROI (gross
margin return on investment) and they promote the brand which provides them highest.
They expect return in the form of profit margin, company schemes, window display and
reference of the shop. Among these, company schemes make the difference and are the
highest sources of motivation after profit margin. Retailing demands a constant push from
the company.
Marketer needs to use advertising and brand building strategies to address the discerning
buyers and retail push to in different buyers. The manufacturer should understand
consumer behavior because retailers cant help quality and price. It is only up to
manufacturers to deliver what consumer wants. I need to stress on it because 58%
retailers said that it is demand why they sell Britannia. 61% agree that at retail shop it is
brand popularity, which determine the purchase of biscuit. There is a greater need to
understand the retailer behavior. Considering them as a team, working for the company
may help them to be attached to the company. There should be a feeling of belonging to
the company in inner of the retailers. This can be done by setting values club for retailers
so that they may exchange views with the company and help in understanding consumer
behavior.
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TABLE OF CONTENTS
Student declaration iCertificate of Approval ii
Acknowledgement iiiExecutive Summary iv
CHAPTER 1Introduction 1-81.1 Purpose of study
1.2 Research objectives
1.3 Research Methodology
1.3.1 Research design
1.3.2 Data collection
1.3.3 Limitation
CHAPTER 2Company Profile 9-44
2.1About Britannia
2.2 History of Britannia
2.3 History of Britannia Biscuits
2.4 Britannia Overseas
2.5 Market and market strategies
2.6 Product line
2.7 About the Industry
CHAPTER 3Finding and Analysis 45-52
CHAPTER 4Suggestions 53-54
CHAPTER 5Limitations and Conclusion 55-57
Bibliography 58
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Chapter 1 - Introduction
Marketing Strategies of Britannia Biscuits
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Chapter 1Introduction
1.1Purpose of StudyBritannia Industries Limited is an Indian company based inKolkatathat is famous for
its Britannia and Tigerbrands of biscuit, which are popular throughout the country.
Britannia has an estimated 38% market share.
The Company's principal activity is the manufacture and sale of biscuits, bread, rusk,
cakes anddairyproducts.
I undertook this study to find out the marketing strategies adopted by Britannia Biscuits.
1.2Research objectives1. The objective was to study the marketing strategies adopted by Britannia than
other companies.
2. The main objective of study was to collect appropriate data which work asa base for drawing conclusion and getting results.
1.3Research MethodologyEvery project work is based on certain methodology, which is a way to systematically
solve the problem or attain its objectives. It is a very important guideline and lead to
completion of any project work through observation, data collection and data analysis.
According to Clifford Woody
Research Methodology comprises of defining & redefining problems, collecting,
organizing &evaluating data, making deductions &researching to conclusions.
http://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Ruskhttp://en.wikipedia.org/wiki/Ruskhttp://en.wikipedia.org/wiki/Ruskhttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Ruskhttp://en.wikipedia.org/wiki/Kolkata -
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Research methodology is considered as the nerve of the project. Without a proper well-
organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey was
to collect appropriate data, which work as a base for drawing conclusion and getting
result.
Therefore, research methodology is the way to systematically solve the research
problem. Research methodology not only talks of the methods but also logic behind the
methods used in the context of a research study and it explains why a particular method
has been used in the preference of the other methods.
Accordingly, the methodology used in the project is as follows: -
Research Design Methods of data collection Limitations of the study
1.3.1 Research DesignResearch design is important primarily because of the increased complexity in the market
as well as marketing approaches available to the researchers. In fact, it is the key to the
evolution of successful marketing strategies and programmers. It is an important tool to
study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A
research design specifies the methods and procedures for conducting a particular study.
According to Kerlinger, Research Design is a plan, conceptual structure, and strategy
of investigation conceived as to obtain answers to research questions and to control
variance.
Types of Research design
Descriptive Research
The type of research adopted for study is descriptive. Descriptive studies are undertaken
in many circumstances when the researches is interested to know the characteristic of
certain group such as age, sex, education level, occupation or income. A descriptive study
may be necessary in cases when a researcher is interested in knowing the proportion ofpeople in a given population who have in particular manner, making projections of a
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certain thing, or determining the relationship between two or more variables. The
objective of such study is to answer the who, what, when, whereand how of the subject
under investigation. There is a general feeling that descriptive studies are factual and very
simple. This is not necessarily true. Descriptive study can be complex, demanding a high
degree of scientific skill on part of the researcher.
Descriptive studies are well structured. An exploratory study needs to be flexible in its
approach, but a descriptive study in contrast tends to be rigid and its approach cannot be
changed every now and then. It is therefore necessary, the researcher give sufficient
thought to framing research. Questions and deciding the types of data to be collected and
the procedure to be used in this purpose. Descriptive studies can be divided into two
broad categories: Cross Sectional and Longitudinal Sectional. A cross sectional study is
concerned with a sample of elements from a given population. Thus, it may deal with
household, dealers, retail stores, or other entities. Data on a number of characteristics
from sample elements are collected and analyzed. Cross sectional studies are of two
types: Field study and Survey. Although the distinction between them is not clear- cut,
there are some practical differences, which need different techniques and skills. Field
studies are ex-post-factor scientific inquiries that aim at finding the relations and
interrelations among variables in a real setting. Such studies are done in live situations
like communities, schools, factories, and organizations.
Another type of cross sectional study is survey result, which has been taken by me. A
major strength of survey research is its wide scope. Detail information can be obtained
from a sample of large population .Besides; it is economical as more information can be
collected per unit of cost. In addition, it is obvious that a sample survey needs less time
than a census inquiry. Descriptive research includes survey and fact finding enquiries of
different kinds of the major purpose. Descriptive research is description of the state of
affairs, as it exists at present. The main characteristic of this method is that the researcher
has no control over the variables; he can only report what has happened or what is
happening. The methods of research utilized in descriptive research are survey methods
of all kinds including comparative and co relational methods. The reason for using such
needs to be flexible in its approach, but a descriptive study in contrast tends to be rigid
and its approach cannot be changed every now and then.
Exploratory Research
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In the case of exploratory research, the focus is on the discovery of ideas. In a business
where sales have been declining for the past few months, the management may conduct a
quick study to find out what could be the possible explanations the sales might have
declined on account of a number of factors, such as the deterioration in the quality
product, increased competition, inadequate or ineffective advertising, lack of efficient and
trained salesmen or use of the wrong channels of distribution. In such a case an
exploratory may be conducted to find the most likely cause.
An exploratory study is generally based on the secondary data that are readily available. It
does not have a formal and rigid design as the researcher may have to change his focus or
direction, depending on the availability of new ideas and relationships among variables.
An exploratory study is in the nature of a preliminary investigation wherein the researcher
himself is not sufficiently knowledgeable and is, therefore, unable to frame detailed
research questions. Therefore, the objective of this is to generate new ideas.
Casual Research
To understand which variables are the cause (independent variables) and whichvariables are the effect (dependent variables) of a phenomenon
To determine the nature of the relationship between the causal variables and theeffect to be predicted
METHOD: Experiments Causal designs differ from descriptive designs in their greater probability of
establishing causality. The reason for this is that causal designs are similar to
experiments done in a lab, where we know what goes in, what changes are made,
and what results from the changes. Causal designs are also known as experimental
designs. It analyzes the causeeffect relationship between the variables.
1.3.2 Method of Data Collection
Instrument for the data collection is secondary data.In today's world correct information
is the key to success. Secondary data is collected by others but utilized or used by the
researcher. Secondary data is data that has already been collected and collated by
somebody for some reason other than the current study. It can be used to get a new
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perspective on the current study, to supplement or compare the work or to use parts of it,
as another study may prove costly and time consuming.
Advantages
1. It is economical. It saves efforts and expenses.2. It is time saving.3. It helps to make primary data collection more specific since with the help of
secondary data, we are able to make out what are the gaps and deficiencies and
what additional information needs to be collected.
4. It helps to improve the understanding of the problem.5.
It provides a basis for comparison for the data that is collected by the researcher.
Evaluation of secondary data
Evaluation means the following four requirements must be satisfied:-
1. Availability- It has to be seen that the kind of data you want is available or not. Ifit is not available then you have to go for primary data.
2. Relevance- It should be meeting the requirements of the problem. For this wehave two criterion:-
a. Units of measurement should be the same.b. Concepts used must be same and currency of data should not be outdated.
3. Accuracy- In order to find how accurate the data is, the following points must beconsidered: -
a. Specification and methodology usedb. Margin of error should be examinedc. The dependability of the source must be seen.
4. Sufficiency- Adequate data should be available.
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Precautions in the use of secondary data
The investigator should consider the following points before using the secondary data:
a) Are the data reliable?b) Are the data suitable for the purpose of investigation?c) Are the data adequate?d) Are the data collected by proper method?e) From which source were the data collected?f) Who has collected the data?g) Are the data biased?
Thus, the secondary data should not be used at its face value. It is risky to use such
statistics collected by others unless they have been properly scrutinized and found
reliable, suitable and adequate.
Thus in my opinion, this was the best method, that could have been used which provided
such an in-depth and detailed information.
Statistical tools used
The main statistical tools used for the collection and analyses of data in this project is:
Bar chartBar chart
This is another way of representing data graphically. As the name implies, it consist of a
number of whispered bar, which originate from a common base line and are equal widths.
The lengths of the bards are proportional to the value they represent.
1.3.3 Limitations of the studyAlthough the project has been worked out at its best yet there are some limitations, which
cannot be overlooked. Had these limitations been overcome, the findings would be
accurate.
Some of the limitations are:
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1) Time constraint:
Time was really a limiting factoring the project. Its really difficult to work out such a
large project between two months time.
2) Data constraint:
All the data that has been collected for this project, has been taken from secondary
sources like websites, magazines, newspapers and book.
However, every effort is made to ensure that these do not in any way adversely affect the
results of the study and inject an element of objecting.
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Chapter 2Company ProfileMarketing Strategies of Britannia Biscuits
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Chapter 2Company Profile
2.1 About Britannia
Britannia Industries Limited
Type Public
(BSE:500825)
(NSE:BRITANNIA)
Industry Food
Founded 1892
Headquarters Kolkata, India
Number of
locations
300 stores (2000)
Area served India
Key people Nusli Wadia, Chairman
Ms.Vinita Bali,Managing Director
Products BiscuitsTiger, Britannia,
milk
Revenue Rs3,401.4 crores
[$ 746.8 million] (2009-10)
Net income Rs116.5 crores
[$ 25.58 million] (2009-10)
Owner(s) Danone, Kalabakan Investments
Parent Wadia Group,
Associated Biscuits Intl. Holdings
Website www.britannia.co.in
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500825http://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500825http://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500825http://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttp://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttp://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttp://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=BRITANNIA§ion=7http://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=BRITANNIA§ion=7http://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=BRITANNIA§ion=7http://en.wikipedia.org/wiki/Foodhttp://en.wikipedia.org/wiki/Foodhttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Nusli_Wadiahttp://en.wikipedia.org/wiki/Nusli_Wadiahttp://en.wikipedia.org/wiki/Vinita_Balihttp://en.wikipedia.org/wiki/Vinita_Balihttp://en.wikipedia.org/wiki/Vinita_Balihttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Biscuithttp://en.wikipedia.org/wiki/Biscuithttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Groupe_Danonehttp://en.wikipedia.org/wiki/Groupe_Danonehttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Wadia_Grouphttp://en.wikipedia.org/wiki/Wadia_Grouphttp://www.britannia.co.in/http://www.britannia.co.in/http://en.wikipedia.org/wiki/File:Britannia_India_logo.jpghttp://en.wikipedia.org/wiki/File:Britannia_India_logo.jpghttp://en.wikipedia.org/wiki/File:Britannia_India_logo.jpghttp://www.britannia.co.in/http://en.wikipedia.org/wiki/Wadia_Grouphttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Groupe_Danonehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Biscuithttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Vinita_Balihttp://en.wikipedia.org/wiki/Nusli_Wadiahttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Foodhttp://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=BRITANNIA§ion=7http://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttp://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500825http://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Types_of_business_entity -
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The story of one of India's favorite brands reads almost like a fairy tale. Once upon a
time, in 1892 to be precise, a biscuit company was started in a nondescript house in
Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know
as Britannia today.
The beginnings might have been humble-the dreams were anything but. By 1910, with
the advent of electricity, Britannia mechanized its operations, and in 1921, it became the
first company east of the Suez Canal to use imported gas ovens. Britannia's business was
flourishing. But, more importantly, Britannia was acquiring a reputation for quality and
value. As a result, during the tragic World War II, the Government reposed its trust in
Britannia by contracting it to supply large quantities of "service biscuits" to the armed
forces.
As time moved on, the biscuit market continued to grow and Britannia grew along with it.
In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's
who till now distributed Britannia biscuits in India. In the subsequent public issue of
1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm.
The following year, Britannia Biscuit Company was re-christened Britannia Industries
Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.
On the operations front, the company was making equally dynamic strides. In 1992, it
celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity
- "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In
1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity
consumers had with 'Brand Britannia'.
Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognized for its innovative approach
to products and marketing: the Lagaan Match was voted India's most successful
promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska
became India's most successful product launch. In 2002, Britannia's New Business
Division formed a joint venture with Fonterra, the world's second largest Dairy Company,
and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and
accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small
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Companies of the World', and The Economic Times pegged Britannia India's 2nd Most
Trusted Brand.
Today, more than a century after those tentative first steps, Britannia's fairy tale is not
only going strong but blazing new standards, and that miniscule initial investment has
grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. The
company's offerings are spread across the spectrum with products ranging from the
healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese.
Having succeeded in garnering the trust of almost one-third of India's one billion
populations and a strong management at the helm means Britannia will continue to dream
big on its path of innovation and quality. And millions of consumers will savor the
results, happily ever after.
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2.2 History of Britannia
1892
The Genesis - Britannia established with an investment of Rs. 295 in Kolkata
1910
Advent of electricity sees operations mechanized
1921
Imported machinery introduced; Britannia becomes the first company East of the Suez to
use gas ovens
1939 - 44
Sales rise exponentially to Rs.16,27,202 in 1939 . During 1944 sales ramp up by more
than eight times to reach Rs.1.36 crore
1975
Britannia Biscuit Company takes over biscuit distribution from Parry's
1978
Public issue - Indian shareholding crosses 60%
1979
Re-christened Britannia Industries Ltd. (BIL)
1983
Sales cross Rs.100 crore
1989
The Executive Office relocated to Bangalore
1992
BIL celebrates its Platinum Jubilee
1993
Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Grouped
DANONE in BIL
1994
Volumes cross 1,00,000 tons of biscuits
1997
Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make
every third Indian a Britannia consumer. BIL enters the dairy products market
1999
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"Britannia Khao World Cup Jao" - a major success! Profit up by 37%
2000
Forbes Global Ranking - Britannia among Top 300 small companies
2001BIL ranked one of India's biggest brands and No.1 food brand of the country .
Britannia Lagaan Match: India's most successful promotional activity of the year
2002
BIL launches joint venture with Fonterra, the world's second largest dairy company
Britannia New Zealand Foods Pvt. Ltd. is born
Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global
Economic Times ranks BIL India's 2nd Most Trusted Brand
Pure Magic -Winner of the WordStar, Asia star and India star award for packaging
2003
'Treat Duet'- most successful launch of the year
Britannia Khao World Cup Jao rocks the consumer lives yet again
2004
Britannia accorded the status of being a 'Super brand'
Volumes cross 3,00,000 tons of biscuits
Good Day adds a new variant - Choconut - in its range2005
Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!
Britannia launched 'Greetings' range of premium assorted gift packs
The new plant in Uttaranchal, commissioned ahead of schedule.
The launch of yet another exciting snacking option - Britannia 50-50 Pepper Chakkar
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2007
Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a
70 percent beneficial state in the Dubai-based Strategic Foods International Co.
LLC and 65.4% in the Oman-based Al Sallan Food Industries Co. SAOG.
2008
Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies',
Low Fat Dahi and renovated 'MarieGold'.
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Founders
Dr. N Balasubramanian
Dr K.B Chandrashekhar
Mr. Arjun Malhotra
Prof. Jagdish Sheth
Dr. Sridhar Mitta
Board of directors
Name Designation
Mr. Nusli Neville Wadia Chairman
Ms. Vinita Bali Managing Director
Mr. A.K.Hirjee Director
Dr. Ajai Puri Director
Mr. Avijit Deb Director
Mr. Jeh N Wadia Director
Mr. Keki Dadiseth Director
Mr. Nimesh N Kampani Director
Mr. Pratap Khanna Director
Mr. S.S.Kelkar Director
2.3History of Britannia Biscuits
Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits,
but do they know how biscuits began?
The history of biscuits can be traced back to a recipe created by the Roman chef Apicius,
in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it
had dried and hardened it was cut up and then fried until crisp, then served with honey
and pepper."
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The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus'
(meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in
Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their
low water content, were ideal food to store.
As people started to explore the globe, biscuits became the ideal travelling food since
they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits
when these were sealed in airtight containers to last for months at a time. Hard track
biscuits (earliest version of the biscotti and present-day crackers) were part of the staple
diet of English and American sailors for many centuries. In fact, the countries which led
this seafaring charge, such as those in Western Europe, are the ones where biscuits are
most popular even today. Biscotti is said to have been a favorite of Christopher Columbus
who discovered America!
Making good biscuits is quite an art, and history bears testimony to that. During the 17th
and 18th Centuries in Europe, baking was a carefully controlled profession, managed
through a series of 'guilds' or professional associations. To become a baker, one had to
complete years of apprenticeship - working through the ranks of apprentice, journeyman,
and finally master baker. Not only this, the amount and quality of biscuits baked were
also carefully monitored.
The English, Scotch and Dutch immigrants originally brought the first cookies to the
United States and they were called teacakes. They were often flavored with nothing more
than the finest butter, sometimes with the addition of a few drops of rose water. Cookies
in America were also called by such names as "jumbles", "plunkets" and "cry babies".
As technology improved during the Industrial Revolution in the 19th century, the price ofsugar and flour dropped. Chemical leavening agents, such as baking soda, became
available and a profusion of cookie recipes occurred. This led to the development of
manufactured cookies.
Interestingly, as time has passed and despite more varieties becoming available, the
essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains
less protein than the flour used to bake bread) sugar, and fats, such as butter and oil.
Today, though they are known by different names the world over, people agree on one
thing - nothing beats the biscuit!
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Some interesting facts on the origin of other forms of biscuits:
The recipe for oval shaped cookies (that are also known as boudoir biscuits, sponge
biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900
years and dates back to the house of Savoy in the 11th century France. Peter the Great of
Russia seems to have enjoyed an oval-shaped cookie called "lady fingers" when visiting
Louis XV of France.
The macaroon - a small round cookie with crisp crust and a soft interior - seems to have
originated in an Italian monastery in 1792 during the French Revolution.
SPRING-uhr-lee, have been traditional Christmas cookies in Austria and Bavaria for
centuries. They are made from a simple egg, flour and sugar dough and are usuallyrectangular in shape. These cookies are made with a leavening agent called ammonium
carbonate and baking ammonia.
The inspiration for fortune cookies dates back to the 12th and 13th Centuries, when
Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their
defense against Mongolian invaders.
2.4 Britannia in overseas
Britannia in the Middle-East
In March 2007, Britannia Industries Limited formed a Joint Venture with the Khimji
Ramdas Group, one of the largest and the most respected business conglomerates in the
Middle East. Britannia and its Associates have acquired a significant stake in Dubai based
Strategic Food International Co. LLC and Oman based Al Sallan Food Industries Co
SAOG. The two companies are key regional players in the biscuits, wafers and cookies
segment in the GCC markets and export their products across the world.
Strategic Food International Co. LLC (SFIC) is one of the largest biscuit and wafer
manufacturing companies in the Middle East. An ISO and HACCP certified company;
SFIC is also a proud winner of the Dubai Quality Appreciation Certificate. It offers a
wide spectrum of products under the brandNutro, which is a leading biscuit brand in the
Middle East.
http://www.britannia.co.in/overseas_me_nutro_showcase.htmhttp://www.britannia.co.in/overseas_me_nutro_showcase.htmhttp://www.britannia.co.in/overseas_me_nutro_showcase.htmhttp://www.britannia.co.in/overseas_me_nutro_showcase.htm -
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Al Sallan Food Industries Co is one of the foremost companies for the production of
cookies, rolls and chocolates. The products are well known under the brand name of
Baker's Pride.
Britannia in Sri Lanka
29th August 2008 goes down in the history of our company as the day, when Britannia
started manufacturing and marketing its products in Sri Lanka. Apart from tapping new
markets and going international, our company will afford many more families and
individuals a chance to enjoy healthy, nutritious and delightful products. Even as we
navigate foreign territories, we affirm our purpose, values, vision and goals in Sri Lanka-
to help people enjoy life, through healthy snacking, and make this accessible to all peopleanywhere, everyday
Products manufactured in Sri Lanka include the most popular Milk Bikis, Milk Cream
Smileys, Vita Marie Gold, Creams and Cookies.
Origin of eat healthy eat better
Britannia -the 'biscuit' leader with a history-has withstood the tests of time. Part of the
reason for its success has been its ability to resonate with the changes in consumer needs-
needs that have varied significantly across its 100+ year epoch. With consumer
democracy reaching new levels, the one common thread to emerge in recent times has
been the shift in lifestyles and a corresponding awareness of health. People are
increasingly becoming conscious of dietary care and its correlation to wellness and
matching the new pace to their lives with improved nutritional and dietary habits. This
new awareness has seen consumers seeking foods that complement their lifestyles while
offering convenience, variety and economy, over and above health and nutrition.
Britannia saw the writing on the wall. Its "Swasth Khao Tan Man Jagao" (Eat Healthy,
Think Better) re-position directly addressed this new trend by promising the new
generation a healthy and nutritious alternative - that was also delightful and tasty.
Thus, the new logo was born, encapsulating the core essence of Britannia - healthy,
nutritious, and optimistic - and combining it with a delightful product range to offer
variety and choice to consumers.
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2.5 Market and Marketing Strategies
Marketing
Marketing is a societal process by which individuals and groups obtain what they need
and want through creating, offering and freely exchanging products and services of value
with others or otherwise it is the process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods, services to create exchanges that
satisfy individual and organizational goals.
Marketing Strategy
Marketing strategy is a set of objectives, policies and rules that leads the company's
marketing efforts. It is the marketing approach to accomplish the bread objective of the
marketing approach to accomplish the bread objective of the marketing plan. The various
process of marketing strategy is given below.
1. Selecting largest markets segmentation2. Positioning3. Product4. Price5. Place6. Promotion7. Research and development8. Marketing research
1. Market segmentation and selecting target market
It is an effort to increase a company's precision marketing. The starting point of any
segmentation discussion is mass marketing. In mass marketing, the seller engaged in the
mass production, mass distribution and mass promotion of one product for all buyers.
Market segment consists of a large identifiable group within a market with similar wants,
purchasing power geographical location, buying attitudes or buying habits. It is an
approach midway between mass marketing and individual marketing. Through this the
choice of distribution channels and communication channels become much easier. The
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researchers try to form segments by looking at consumer characteristics; geographic,
demographic, and psychographic. After segmenting the market then target market
selected.
2. Positioning: - The positioning is a creative exercise down with an existing product.
The well known products generally hold a distinctive position in consumer's minds. The
positioning requires that every tangible aspect of product, price, place and promotion
must support the chosen positioning strategy. Company should develop a unique selling
proposition (USP) for each brand and stick to it, PPL consistently promotes its DAP
fertilizer by Higher yield at lower cost. As companies increase the number of claims for
their brand, they risk disbelief and a loss of clear positioning. In general a company must
avoid four major positioning errors. Those are under positioning over positioning,confused positioning and doubtful positioning.
3. Product: - A product is any offering that can satisfy a need or want. The major types
of basic offerings are goods, services, experiences, events, places, properties,
organizations, information and ideas. The company gives more importance in quality,
packaging, services etc. to satisfy the customers. The product has its life cycle. The
product strategies are modified in different stages of product life cycle.
4. Price: - It is the most important aspect in company's point of view. Price of the product
will be decided by the company according to the competitor's price.
5. Place: - This plays a major role in the entire marketing system. The company emphasis
on its distribution network. Proper distribution network gives proper availability of the
product.
Getting the right product to the right place at the right time involves the distribution
system. Distribution is the process of moving goods and services to the places where they
are wanted.
Channel Levels
The channel of distribution used by Britannia is:-
Intensive Distribution: As biscuits need to reach the consumer at their nearest locations
this type of distribution channel is used. This type of distribution helps when for products
that are categorized by low involvement of the customer and where customer looks forlocation convenience.
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6. Promotion: - Promotion is the one of the major aspects in marketing strategies. By
adopting various promotional activities the company create strong brand image. It also
helps in increasing the brand awareness. It includes advertising, sales promotions and
public relations etc.
Advertising:
Britannia works in close partnership to promote its biscuits with retailers. Promotion costs
are shared with retailers. The more retailers sell - the more Britannia is able to help them.
Britannia launches products that offer the company good returns, supporting these
through brand building and leveraging on its nationwide supply chain. Brand building is
an integral part of Britannias marketing philosophy with continued promotions for its
various brands creating loyal customers in the process.
Good Day, "Richness is only one functional facet of Good Day. But there is also a large
emotional facet that of spreading happiness. This became the plank on which Good
Day began to be advertised. Also with traditional notions of health changing, rich foods
are not necessarily looked at as being unhealthy. "Good Day is full of nuts and is rich but
it is also good for health. So, they created the Swasth kao, tan man jagao (Eat healthy,
energize body and mind) campaign."
Sales promotion:
Eat Britannia, Go for World Cup" was the theme adopted in 1999 .People bought the
biscuit packs and searched for the lucky scratch for flying to England to see world Cup
Britannia
Industries
Wholesalers
Point of sale ie
RetailersKirana Shops
Agents
Big retail units
like Food Bazar
and for Exports
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Cricket match. The sales bounced 37% high on account of this strategy. The scheme came
alive again during the world Cup Match in 2002-2003 in South Africa.
Lagaan - the super hit movie " brought fame to Britannia Biscuits also as 40000 buyers
of Britannia Biscuit packs were invited to see and a small lucky group to play the game
with the movie Stars of Lagan. What a novel way to promote a product - a perception in
correct proportion indeed!!
Now, recently promotional strategies are "Jodi Banao" Offer & winning ideas of the
Monmatano Britannia pran bhorano sharodiya contest like create a special flower
arrangement for dashmi. Get all the women in your street together and make a huge,
elaborate face of durga with flowers.
Publicity:
Britannia brand is advertised through hoardings on cricket grounds, on highways, through
image building exercises like donations etc.
7. Research and Development: - after testing, the new product manager must develop a
preliminary marketing strategy plan for introducing the new product in to the market. The
plan consists of three parts. The first part describes the target market's size, structure andbehavior. The second part outlines the planned price, distribution strategy and marketing
budget for the first year. The third part of the development describes the long run sales
and profit goals and marketing mix strategy over time.
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MARKETING MIX
Product Price Promotion Place
Product variety List price Sales promotion Channels
Quality Discounts Advertising Coverage
Design Allowances Sales forces Assortments
Features Payment period Public relation Locations
Brand name Credit terms Direct marketing Inventory
Packaging Transport
Sizes
Services
Warranties
2.6 Product line
TREAT
As a move to consolidate all the individual Cream Treat offerings under a single
umbrella, Britannia launched Treat in 2002. Treat has a range of tasty delights for all kids
with yummy creamy treasures within the biscuit shells. The kids have always relished
unraveling the irresistibly delicious creams hidden inside the biscuit Britannia Treat
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offers a wide variety of flavors, such as the Elaichi, the Fruit Flavored Creams such as
Orange, Pineapple, Mango, and Strawberry, the Jam Filled Centers under the Jim Jam
range, and the Duet Range (biscuits with two flavors of cream between three layers of
biscuit) comprising Strawberry Vanilla and Duet Strawberry Chocolate.
Britannia Treat has now launched yet another mouth watering delight under its umbrella.
The delicious Fruit Rollz take the Treat brand beyond the cream biscuits and provides yet
another lip smacking delight to its consumers!
Fruit Rollz
Fruit Rollz are soft rolls filled with the goodness of real fruits, and provide a healthy yet
scrumptious treat to our 'loveable devils' Treat also introduced its naughty and adorable
brand mascot FUNTOOSH whose primary occupation is mischief! FUNTOOSH is the
guy who will pull off any trick to make sure he gets to eat his Britannia Treat!
For all you kids, who have relished the yummy treasures of Britannia Treat in exciting
flavors, look out for yet another reason to celebrate!
Britannia Treat launches a new and exciting combination of chocolate and caramel in a
single bar - TREAT CHOCO GELO. This unique and never before product is guaranteed
to double the masti and double the fun that you have with Treat.
Treat Choco Gelo has been launched nationally in August, 2007 and is available at an
attractive price of just Rs.5/-
So go ahead, open this delicious pack, indulge yourself with Treat Choco Gelo and enjoy
Yummy Chocolate and Gooey Caramelfor "Double Masti ka Double Dose"
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TIGER
Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first
year of its launch and continues to be so till today. Tiger has grown from strength to
strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has further
helped bolster its growth in the highly competitive glucose biscuit category.
Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk. It is
for modern mothers who play an enabling role for their children to compete in today's
world and thus want the best. Now Tiger Glucose has been fortified with "Iron Zor" with
an attempt towards addressing the Iron Deficiency crisis the children of India face.
Over the years, Tiger has become the mass-market face of Britannia symbolizing fun and
energy in both urban and rural India, and transcending glucose biscuits.
Tiger Coconut: Delicious Coconut Flavored Energy Biscuits, launched in 2001
Tiger Creams: Was introduced in 2002 at just Rs 5 per pack. Tiger Cream is now
available in Orange, Elaichi, Chocolate, Pineapple, Strawberry and Butterscotch flavors,
and promises to bring more fun and more energy to children across the country.
Chota Tiger: Is an extension of brand Tiger launched nationally in May, 2007. It is mini
sized poppable glucose biscuit with colored sugar sprinkling. It comes in two variants:
Milk Sparkies and Choco Sparkies
Tiger Banana: Britannia is committed to help secure every child's right to Growth &
Development through good food every day. Purposefully taking forward the credo of 'Eat
Healthy, Think Better ', we have launched a new variant under our power brand TIGER -
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TIGER BANANA - power packed with IRON ZOR& and with the delightful taste of
banana.
IRON ZOR helps make mind sharper and body stronger. An Rs.4 pack has as much
IRON ZORas that in 1 kg of Banana.
R&D in Britannia has spent considerable time to develop this nutritious and delightful
snack for children.
GOOD DAY
Britannia Good Day was launched in 1986 in two delectable avatars - Good Day Cashew
and Butter. Over the years, new variants were introduced - Good Day Pista Badam in
1989, Good Day Chocochips in 2000 and Good Day Coconut in 2004.
This rich biscuit enjoys a fan following of consumers across all ages, loyal to the brand
promise of a great taste evident from the visibly abundant ingredients. Good Day is
amongst the fastest growing brands in Britannia's portfolio and is today the market leader
with almost 2/3 share of the market. The brand is synonymous with everyday treats that
infuse happiness into people's daily lives.
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After two decades of magnificent success; it was time to give the nation yet another
reason to have a good day. Abundance, goodness, indulgence and now unrestrained joy -
that is the message of this new campaign.
The new TT ad is the uncontrollable expression of the ticket collector's happiness and joy
that is stimulated by consumption of the cookie that spreads cheer amongst the people
around him creating an atmosphere of shared joy that's unorchestrated and straight from
the heart. The celebration was taken to the IPL as Good day cheered along with a million
cricket fans in the stadiums, each screaming and proclaiming "Ho Gaya re Good Day".
The dazzling brilliance of this Endeavour, the contagious rhythm needs to be lived and
spread through the nation, making 'Iska toh ho Gaya Re Good Day' a part of the
common lingo and a way of life.
Good Day truly believes laughter and happiness are infectious, it transcends race, caste
creed unifying humanity in an inclusive emotion.
The brand perseveres to infuse cheer, hearten the nation and enliven lives. With its
rightful place on the front page of The Times of India, Good Day gifts the nation a
priceless treasure, that of spreading JOY!
BOURBON
Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits,
topped with sugar crystals - presenting, the original Bourbon, from the house of Britannia.
India's first and favorite Bourbon's sweet adventure began in 1955. Since then, Bourbon
lovers across the country have been caught opening this chocolate couplet, licking the
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cream, and nibbling at the melt-in-your-mouth biscuit, bit by bit. Some have been
witnessed chomping it whole, at one go. Some have been noted to alternate it with sips of
coffee; others team it with lots of gossip and gupshup, while a few have been observed
enjoying it with a book. And some have been seen reluctantly sharing their Bourbon.
Whatever the occasion, wherever the hangout, Bourbon makes for great company.
50 -50
With a brand name like 50-50, can the product be anything but fun? Launched in 1993,
50-50 belongs to the family of crackers and is considered the "very very tasty tasty"
snack.
Britannia 50-50 is the leader in its category with more than one-third of market share. The
versatile and youthful brand constantly aims to provide a novel and exciting taste
experience to the consumer. As a result, in 2001, the delicious Maska Chaska was
launched as a variant of the original brand and became an instant success.
MARIE GOLD
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Britannia's oldest brand enjoys a heritage that spans the last 50 years - and going strong.
In a market swamped with me-too products and where even the name 'Marie' has become
generic, Britannia Marie Gold has maintained its stronghold. Today, the ever-popular
Marie Gold is synonymous with the 'Tea Time Biscuit'. Its taste, crispiness and lightness
make it a must for every tea break. It is the #1 brand in its category by a long shot.
MILK BIKIS
Kids may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has beentrusted by mothers as a source of growth energy of milk and their loyalty to the brand has
made it an integral part of their children's nutrition regimen.
In 1996, Milk Bikis launched a variant called Milk Cream. These round biscuits come
with smiley faces and are full of milk cream that makes them very popular with children.
Milk Cream also promoted the idea of 'eating milk' in a yummy way, which makes
mothers happy as well.
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To keep pace with the demands of the new generation and to bring milk nutrition to the
masses in a delightful form, Milk Bikis, went one step further in the last quarter of 2006
in providing not just energy but developmental fuel for children. With a unique and
attractive honeycomb design and an enhanced product experience, the new biscuit is now
fortified with SMART NUTRIENTS 4 vital vitamins, iron and iodine, proven to aid
mental and physical development in growing kids.
NUTRICHOICE
In continuation of the promise of"Swasth Khao, Tan Man Jagao,"Britannia introduced
NutriChoice range of healthy biscuits in 1998. The brand is targeted towards overall
health and wellness for adults.
The range has for long comprised of three popular variants, namely NutriChoice Thin
Arrowroot, NutriChoice Cream Cracker and NutriChoice Digestive.
NutriChoice Thin Arrowroot - An ageless classic
Extremely popular in East India for over 4 decades (where it is affectionately referred to
as Britannia Theen), this brand contains the benefits of arrowroot known to aid digestion
and remove harmful toxins from the body. Prior to 1998 it was being marketed as
Britannia Jacob's Thin.
NutriChoice Cream Cracker - As nature would have wanted it to be
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Ask any biscuit manufacturer and they will tell you how difficult it is to make this biscuit,
especially with next to nothing sugar, with NO added colors and flavorings for taste. It is
this neutral taste that makes it an ideal choice to be consumed with hot beverages, dips,
chutneys, and accompaniments.
NutriChoice Digestive - Delightfully tasty and wholesome
Made with 50% whole-wheat and packed with added fiber (10% of our daily dietary
needs), these delightfully tasty biscuits are amongst your healthiest bites of the day. In
your next visit to a shop just look out for its Golden-green international pack.
In 2007, NutriChoice SugarOut was launched. NutriChoice SugarOut is the most novel
product range to have been introduced in the market. The product is not just sweet but
tastes great, and yet contains no added sugar. It is sweetened with "Sucralose," derived
from sugar, which provides the same sweetness as any other biscuit, without the added
calories of sugar.
This range is available in 3 delicious variants namely Lifetime, Chocolate Cream, and
Orange Cream, targeted towards all health sensitive people. It is also relevant for
consumers with sugar- related ailments.
We are confident that you will be pleasantly surprised with the great tasting and healthy
range of NutriChoice. Try one and you'll know that you've made one smart choice.
NutriChoice 5 Grain
Most consumers believe that to in order to stay healthy one needs to make certain
compromises on some good things in life. Whether it is missing that extra hour of sleep
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over early morning exercise, or eating unappetizing foods over that extra oil-dripping
samosa. At the same time most of us agree that good nutrition cannot come from one kind
of food alone, but from a healthy combination / assortment of several healthy ingredients
put together. Britannia NutriChoice 5 Grain Biscuits are a perfect answer to those looking
for healthy eating options without as much making a compromise on taste, or
convenience, or health.
Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen healthy
cereals (Oats that help reduce bad cholesterol, Corn which promotes heart health, Ragi a
good source of both Calcium as well as Fiber, Rice low in fat, and Wheat that provides
wholesome energy). These biscuits are delicately sweetened with natural honey, and
come in a unique large oval shape. It is this large size and the healthy combination of the
ingredients that make it an ideal hunger buster for those in-between meals time hunger.
Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket
meals packs, so that one is never far away from pacifying hunger on the move. So
whenever you miss your breakfast, or succumb to those unhealthy evening snacks, you
can relish the goodness of health with Britannia NutriChoice 5 Grain biscuits.
NutriChoice Classic Lite Cracker - NutriChoice Crackers have for long been the
healthy choice of the discerning consumer. The popular NutriChoice Cream Cracker has
been improved to make it crispier and tastier and been rechristened as Nutrichoice Classic
Lite Cracker.
NutriChoice Nature Spice Cracker - Now there is more choice for the discerning
cracker consumer. NutriChoice Nature Spice Crackers are delicately sprinkled with the
goodness of Ajwain and Jeera. Ajwain s benefit with good digestion is legendary, whileeach one of us relishes the taste of Jeera. In addition 0% Sugar is added to these biscuits
which deliver the health promise that Nutrichoice is known for.
NutriChoice Crackers are made by using a special FRESH BAKE TECHNOLOGY,
which ensures that they are completely free from Cholesterol, harmful Transfats, artificial
preservatives, colors and flavors. They come in an international metalized packaging,
which ensures that the biscuits retain maximum freshness till the time they are opened.
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LITTLE HEARTS
Little Hearts was launched in 1993 and targeted the growing youth segment. A
completely unique product, it was the first time biscuits were retailed in pouch packs like
potato wafers. The launch message introduced a special taste experience that made the
unlikeliest characters - like Dracula and Frankenstein - melt. In 1997, the 'Direct Dil Se'
campaign encouraged youngsters to openly express their feelings. And in 2003, two
variants called Little Hearts Chocolate and Little Hearts Sesame were rolled out with a
campaign "Dil sabka actually sweet hai". With Little Hearts, Britannia has tasted the
sweet taste of success.
NICE TIME
Britannia Nice Time was the pioneer of sugar sprinkled biscuits in India. This unique
product managed to create such a strong consumer pull that soon there was a rush of
pretender products in the market, clearly indicative of the success of the concept. Today,
Nice Time has a fan base spread across India, and, particularly, East India, where its
consumers have grown up with the brand. Especially popular amongst children, Britannia
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Nice Time has managed to create a loyal franchise for itself and is a strong brand loved
by people of all ages.
WHATS NEW??????
BRITANNIA NUTRI CHOICE RAGI COOKIES
For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials
specially designed for people with diabetes. There's no longer a need to avoid snacks or
go hungry while traveling or at work. Rather approach snacking in a healthy way with our
Ragi Cookies. Britannia NutriChoice Ragi Cookies are scientifically created to suit the
special lifestyle and nutrition needs of diabetics to manage extreme swings in blood sugar
levels. They are tasty, crunchy and convenient option for those mid-meal pangs. Ragi
helps lower blood glucose levels and in a rich source of magnesium, which is
instrumental for the production of important enzymes. Our Ragi Cookies are a good
source of fiber, both soluble and insoluble, for heart and digestive health.
BRITANNIA NUTRI CHOICE OAT COOKIES
For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentialsspecially designed for people with diabetes. There's no longer a need to avoid snacks or
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go hungry while traveling or at work. Rather approach snacking in a healthy way with our
Oat Cookies. Britannia NutriChoice Oat Cookies are scientifically created to suit the
special lifestyle and nutrition needs of diabetics to manage extreme swings in blood sugar
levels. They are tasty, crunchy and convenient option for those mid-meal pangs. Oat helps
lower blood glucose levels and in a rich source of magnesium, which is instrumental for
the production of important enzymes. Our Oat Cookies are a good source of fiber, both
soluble and insoluble, for heart and digestive health.
VEG CAKES
Britannia Veg Cakes is every vegetarians dream come true! 100% vegetarian cake with
all the softness and delight a cake should have. Every slice is very soft and fluffy, stuffed
with real fruit bits, to give you a cake that is truly delicious, down to the last slice. Add
this to zero cholesterol and a 3 month shelf life and you have a healthy , convenient snack
to enjoy anytime anywhere.
Grab a pack of Britannia Veg Cake today. Masti ka Green Signal!
Prices and sizes: Rs 15/- gm pack.
DAIRY FRESH
Till 1958, there were no breads in the organized sector and bread consumption was a
habit typified by the British. Then, a mechanized bread unit was set up in Delhi with the
name "Delbis" which produced sliced bread and packed it under the Britannia name.
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Thus, Britannia was not only the pioneer, but also inculcated in the people of Delhi the
habit of eating white sliced bread.
The Mumbai unit came up in 1963, and there again Britannia was the first branded bread
in the city. From a company offering 2 packs - the 400gm and the 800gm plain white
sliced bread - Britannia has evolved into a company offering 22 packs, catering to a
variety of taste and price segments in the bread consuming market. The last couple of
years also saw the introduction of Whole Wheat Bread as a part of "Eat Healthy, Think
Better" credo.
Cakes
Britannia entered the cake market in the year 1963 and is the top player in the market.Britannia Cakes range is divinely scrumptious and has both Bar Cakes and Cup Cakes
which were launched in 2005. Bar Cakes are available in variants that include Fruit,
Butter Sponge, Chocolate, Pineapple, Milk, Vanilla Chocolate and Orange. Apart from
being delicious, these snacks are packed with healthy ingredients making them
wholesome & delightful.
Britania cup cakes come in vanilla and orange flavours.
Rusks
Britannia launched its rusks in the year 2005. In a Market full of unbranded players,
Britannia rusks have stood head and shoulders above the rest in terms of sheer quality
.They are made from the finest ingredients and baked with care as they are twice as
crisper as and tastier than ordinary rusks. The communication for this mouthwatering
offering is aptly Enliven your spirits with Britannia rusks
GIFTS
Britannia brings you 'Shubh Kaamnayein' converting little moments of the festive season
into delightful memories
The magical time of year, is round the corner. Bring in this festive season rejoicing, and
adding the glitter and glamour of celebration, with Britannia 'Shubh Kaamnayein' a range
of biscuits, premium cookies and cakes.
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The special edition for 2008 'Britannia Premium Assorted Cookies' is all about surprises,
the enchanting discovery of new tastes and innovative packaging. It offers you absolutely
delightful cookies made with rich ingredients and flavors such as Cranberry, Butter
Scotch, Honey Raisin, Choc Chips, Coffee Almond, Cashew, Honey and Almond. The
much loved 'Britannia Classic Hampers' contain an assortment of Britannia's popular
brands like Good Day, Treat Jim Jam, Bourbon and Little Hearts.
The innovatively conceptualized packaging, of ingenious tray packs and collectible tin
boxes, uses calligraphy, brush strokes of colors and clever use of symbols, beautifully
fusing tradition and art for the festive season. It brings alive a commonality of joy and
celebration. This range promises to pamper your senses and emotions.
We understand that the wondrous occasion of light and radiance is incomplete without the
presence of near and dear ones. Britannia 'Shubh Kaamnayein' joins you as you express
your love and good wishes, to the ones who make life special for you.
Britannia 'Shubh Kaamnayein' is designed to add joy to moments, transforming them into
delightful memories. We have judiciously packaged and priced this entire range to make
it available to everyone who wants to share good wishes. As part of our 90th year
festivity we present Britannia Shubh Kaamnayein, to add 'Zindagi mein life'.
Rusk
Milk Rusk (round) 70/- (available in 200gms, 400gms)
Milk Rusk (oval) 70/- (available in 200gms, 400gms)
Saunf Rusk70/- (available in 200gms, 400gms)
Jeera Rusk70/- (available in 200gms, 400gms)
Cardamom Rusk75/- (available in 200gms, 400gms)
Cookies
Flower Biscuits 70/- (available in 250gms, 400gms)
Coconut Biscuits 75/-(available in 250gms, 400gms)
Jam Centre 75/-(available in 250gms, 400gms)
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Custard 75/-(available in 250gms, 400gms)
Chocolate Marble 75/-(available in 250gms, 400gms)
Orange 75/-(available in 250gms, 400gms)
Coconut Macroon 95/-(available in 200gms, 350gms)
Chocolate Walnut 120/-(available in 250gms, 400gms)
Pure Chocolate Cashew 120/-(available in 250gms, 400gms)
Butter Pista 130/-(available in 250gms, 400gms)
Almond Cookies 130/-(available in 250gms, 400gms
Conceptual Framework
The conceptual framework of this project essentially focuses on the consumer
buying behavioral analysis.
Understanding the buying behavior of the target market is the essential task of marketing
management under marketing concept. The consumer market consists of all the individuals
and households who buy or acquire good and services for personal consumptions. The
buying behavior tries to find out the answers for the questions, who buys? How do they
buy? Where do they buy? Do they buy?
(A)FACTORS INFLUENCING CONSUMER BUYING BEHAVIORThere are four major factors that influence the buying behavior such as cultural factors,
social factors, personal factors, and psychological factors.
CULTURAL FACTORS: Culture is the most fundamental determinant of aperson wants and behavior. Values, perceptions, preferences, and behavior are the
main variable under culture of an individual. Each culture contains sub-culture
like nationality, religious group, geographical area, and linguistic divisions etc.
SOCIAL FACTORS: A consumer behavior is also influenced by social factorssuch as the consumer reference group family and social roles and status.
PERSONAL FACTORS: A buyer decision is also influenced by his or personalcharacteristics, notably the buyers age, lifestyle, occupation, economic
circumstances etc.
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PSYCHOLOGICAL FACTORS: a person buying choice is also influenced byfour major psychological factors such as motivation, perception, learning belief
and attitudes.
(B) BUYING DECISION PROCESS
It includes buying roles, types of buying and steps in buying process.
I. BUYING ROLEThe buying role could be classified into four parts. These are initiator, influencer, Decider
and buyer.
II. TYPES OF BUYING BEHAVIORConsumer decision taking varies with the type of buying decision. There are four types
buying behavior such as Complex buying behavior, Habitual buying behavior, Variety
seeking buying behavior.
III. STAGES IN BUYING DECISION PROCESSHere are five stages in buying decision process namely problem recognition search,
evaluation of alternatives purchase decision and past purchase behavior.
NEED RECOGNITION
The buying process starts with the buyers recognition of a problem of need. The buyer
senses a difference between his actual state and desired state.
INFORMATION SEARCH
There are different sources from where a consumer can gather information like personal
sources commercial sources, experimental sources.
EVALUATION OF ALTERNATIVES
After gathering information about different products the customer will be in a fuss as to
choose which product among the mainly alternatives consumer usually evaluate the
alternatives on traditional basis, on the basis of utility function etc. from the many
alternative consumers at last choose the best one for him.
PURCHASE DECISION
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A consumer who decides to execute purchase intention will be making up to five
purchase decisions.
POST PURCHASE BEHAVIOR
After purchasing the product and services the consumer will experience some level of
satisfaction or dissatisfaction with the product and services that will influence subsequent
behavior. If consumer is satisfied he may show the probability of buying the product the
next time, satisfied customer will say good thing about the product, proving the statement
that "satisfied customer is the best advertisement. A dissatisfied customer may take some
action against it. They may try to reduce the dissonance by abandoning returning the
product.
Understanding consumer needs and buying process is the foundation of any company. By
understanding how buyers go through problem recognition, information search evaluation
of alternatives, the purchase decision and post purchase behavior marketers can pick up
many clues as to how to meet buyers need.
2.7About the industry
Biscuits derive its name from a French word meaning twice backed bread; Biscuits in
general have a good shelf life, which is higher than all other snack items available in the
market.
India is the second largest producer of biscuits in the world after the U.S.A. but still the
per capita consumption is only 2.3 kg/year of developed countries. As per the latest
survey done by N.C.A.E.R., 49 biscuits are consumed in rural areas. The penetration of
biscuits into households stands at an average of 83.2% with the rural penetration at 77%
and urban penetration at 88%. Biscuits are reserved for the small scale sector but there are
strong possibilities of the industry being deserved in line with the government policy of
liberalization. The net effect thus would be greater choice for the consumer as well as a
check on the costs.
The country production of the biscuits during 2004-05 was 18.6 Lac tons of which 1/2
were manufactured by the organized sector. The industry turnover was 5322.7 Crores of
which organized sector contributed 2519.3 crores.
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Britannia, makers of Britannia biscuits, doubled capacity from 25 tons a day to 50 tones
and plans to be a national brand soon. In an aggressive mode, the North dominated biscuit
player has increased its ad budget to Rs. 5 crore this year from Rs. 3 crore last year.
Britannia has also recently invested about Rs. 5 crore in the modernization and expansion
of its production and packing its production capacity of 40 tons per day to 100 tons per
day by next year. The aim: to take the current turnover of Rs. 50 crore to Rs. 100 crore by
the year.
The low priced brand claims to have a 15 per cent market share in the North and is
aggressively eyeing a bigger bite of the Rs. 2,500 crore biscuit industries. The brand plans
to gain a 40 per cent market share in the North by the year of.
The company's strategy has been to attract new consumer segments and widen its
consumer base with its well packaged low priced offerings. Britannia's success has also
come from its formidable.
It gives me great pleasure to introduce the Summer Training Report. It is based on the
survey conducted in East Delhi region on Biscuit industry. The applicability of various
branding strategies play crucial role in marketing in product. The applicability has grown
due to the liberalization, competition and technological changes taking place in corporate
world.
In this project the various branding strategies adopted by the company has been studied
and compared on the basis of current market scenario. It gives the idea about the market
share enjoyed by the different companies in the Biscuit Industry. It provides the
adequate coverage of many issues related to biscuit industry. The objective of this report
is to give the market share of Britannia biscuits in the Indian capital (New Delhi). It has
been made possible by knowing the consumer's behavior and by studying the patterns
adopted by the retailers. It gives us very precise view about the existing demand of
Britannia biscuits and demand of their products as compared to other competitors. It also
highlights the changing market trends and consumer preferences, why they have shifted
from finally pack to pouch pack. The annual growth rate of the industry is about 12.5%.
However, the growth of cream biscuits, assorted or special variety is the range of 30-40%.
The organized sector consists of large, medium and small scale biscuit manufacturers
who produce packed biscuits. The major players in this sector are Britannia, Bakemans,
and Parle, etc. the unorganized sector comprises of small bakery units, cottage and
household type manufacturing plants. These units distribute their biscuits in the
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surrounding vicinity of their manufacturing locations of say 20-50 kms. The country
production of biscuits during 2005-06 is estimated to be about 19.5 lack tons. Out of
which 1/2 again is expected from unorganized sector.
Competitors
Generally all organizations have competitors in the market. A particular organization
always comprises with other same business and according to market share we clarify the
brand of product is giving more challenge to my product.
I found many products which can be compared with Britannia Biscuit. As a conclusion I
found that particularly in my provided area Britannia is really doing well and its
performance is on surprising level. Lost market share to ITC Foods and has struggled to
keep pace with Parle in glucose biscuits. Pepsi, Kraft, DANONE could be formidable
competitors. Britannia seeks to build market share through expanded product portfolio,
acquisitions, JVs and thrust on rural consumer. In my provided area the share of the
market is as follows.
BRITANNIA 34.8%
PARLE-G 31.9%
ITC 8.6%
SURYA FOODS 8%
ANMOL BAKERS 4.2%
OTHERS 15.6%
When we compared with other businesses then we follow the quality, price, distribution
system, promotional strategy etc. of the competitors Britannia in this area is doing well.
So this is the comparison with other biscuits brands. According to our findings we found
that BRITANNIA is the market leader followed by BRITANNIA biscuits. These two
biscuits company the lion's share in the 2,200 crore biscuits industry.
Market Potential
Market potential of the BRITANNIA is much positive in competitive era and will sure
cover the maximum market share of biscuit product. Potentiality of any product depends
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upon the futuristic performance of the product. It depends that how much retailers have
potentiality to be permanent seller of BRITANNIA.
For great potentiality it is necessary to improve those factors which are going to affect
retailers. In my study I found some factors which can help to cover great potentiality.These factors are following:
Scheme delivery should in perfect determining time. Some places distributors not able to cover his particular area. That should be
improved.
Scheme facility should be regular as much as possible. Small pack also should be in the market. Always collect the views of retailers. It gives psychological effect on the retailersabout careness by manufacturing company.These factors are very important for the organization. If company is able to improve these
all factors then definitely its market share will more increase. Retailers will take more
interest to sell Britannia biscuit and customer will also enjoy for it.
So potentiality is very high to Britannia biscuit in positive direction.
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Chapter 3 Findings and Analysis
Marketing Strategies of Britannia Biscuits
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Chapter 3Findings and analysis
Britannia Industries Ltd. (BIL), Indias leading Food Company, reported sales of Rs.
42,137 MM for the year ended 31st March 2011, a growth of 23.8% over the previous
year. Profit from operations at Rs. 1,833 MM grew 40.2% and Net Profit for the year at
Rs. 1,453 MM increased by 24.7%. Consolidated sales of Rs. 46,051 MM for the year
ended 31st March 2011 grew 22.1% over the previous year. Net Profit for the year at Rs.
1,343 MM increased by 30.2%.
The year witnessed unprecedented commodity inflation, particularly in sugar, wheat and
milk products, in the latter half of the year, coupled with a fiercely competitive
environment. This restrained your Companys ability to correct selling prices and had a
high adverse impact on margins and profitability. Consequently, whilst your company
added Rs 2817 MM to gross sales, Profit from Operations declined by Rs 778 MM,
excluding provisions for certain one-off items aggregating Rs 258 MM for certain
disputes relating to a long term lease, excise duty demand and obligation arising from a
past acquisition. Net cash flow from operating activities was Rs 2353 MM, achieved by a
disciplined approach to managing working capital. Exceptional items for the year include
Rs 329 MM towards amortization of VRS costs and provision of Rs 200 MM for losses
arising from Sri Lanka operations and closure. Earnings Per Share was Rs 48.77. Thetables below show trends in performance across key parameters:
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SIGNIFICANT RATIOS
PARTICULARS 2009-102008-
09
Measures of Investment
Return on equity Profit after tax % 29.40 22.6Shareholders
funds
Book value per shareShareholders'
fundsRs. 165.9 334.0
Number of
equity shares
Dividend coverEarnings per
share
times 1.7 1.6
Dividend (plus
tax) per share
Measures of Performance
Profit margin
Profit before
tax &
exceptional
item
% 5.0 8.0
Net Sales +Other Income
Debtors turnover Gross Sales times 86.7 63.3
Debtors + Bills
receivable
Stock turnover Gross Sales times 12.8 12.4
Stock
Measures of Financial Status
Debt ratioBorrowed
capital% 108.4 3.2
Shareholders
funds
Current ratio Current assets times 1.1 1.3Current
liabilities
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Tax ratio Tax provision % 3.5 22.4
Profit before
tax
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TEN YEAR FINANCIAL STATISTICS: 2001-2010
TEN YEAR FINANCIAL STATISTICS : 2001 - 2010
Rs. million
As at / Year ended 31st March 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Assets employed
Fixed assets less Depreciation &
Amortisation1,588 1,632 1,481 1,283 1,338 1,516 2,144 2,507 2,839 2,931
Investments 2,156 3,104 2,969 2,913 3,301 3,599 3,200 3,808 4,231 4,906
Net current assets 257 592 747 43 (485) 309 596 2,072 1,161 421
Miscellaneous expenditure 163 217 260 463 342 161 256 232 266 -
4,164 5,545 5,457 4,702 4,496 5,585 6,196 8,619 8,497 8,258
Financed by
Equity shares 279 269 259 239 239 239 239 239 239 239
Reserves & Surplus 2,123 3,430 3,653 4,059 4,196 5,252 5,909 7,319 8,006 3,723
Loan funds 1,762 1,846 1,545 392 61 94 48 1,061 252 4,296
4,164 5,545 5,457 4,702 4,496 5,585 6,196 8,619 8,497 8,258
Profits and appropriations
Sales 13,325 14,510 13,941 14,705 16,154 18,179 23,171 26,170 31,42934,246
Profit before Depreciation,Amortisationand Tax
1,369 1,630 1,722 2,251 2,645 2,218 1,514 2,536 2,866 2,112
Depreciation and Amortisation 189 240 261 224 190 217 253 291 335 275
Profit before tax and Exceptionalitems
1,180 1,390 1,461 2,027 2,455 2,001 1,261 2,245 2,531 1,737
Exceptional items (41) 1,201 12 (183) (252) 6 (77) 78 (206) (529)
Profit before tax * 1,139 2,591 1,473 1,844 2,203 2,007 1,184 2,323 2,325 1,208
Taxation 434 559 482 656 715 543 108 413 521 43
Profit after tax 705 2,032 991 1,188 1,488 1,464 1,076 1,910 1,804 1,165
Dividends 153 201 251 272 334 358 358 430 956 597
Tax on dividend 16 - 32 35 47 50 61 73 162 99
Debenture Redemption Reserve 47 14 18 - - - - - - -
Retained earnings 489 1,564 692 910 1,117 1,056 657 1,407 686 469
* Includes impact on account of transfer of dairy business of Rs. 1257 Mn in 2002.
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Britannia Net Profit Increases 25% for the year Recommends dividend of
325%
Mumbai, May 27th, 2011: Britannia Industries :td(BIL),Indias leading food company,
reported sales of Rs.42,137 MM for the year ended 31 st March 2011,a growth of 23.8%
over the previous year. Profit from operations at Rs. 1883 MM grew 40.2% and Net Profit
for the year at Rs.1453 MM increased by 24.7%.Consolidated sales of Rs. 46,501 MM for
the year ended 31st March 2011 grew 22.1% over the previous year.Net Profit for the year
at 1,343 MM increased by 30.2%.The Board Of Directors recommended a dividend of
325% i.e. Rs.6.50 per share.
Commenting on the performance, Ms. Vinita Bali, Managing Director, said,
We have maintained a healthy growth momentum and improved a margin in an year of
intense competitive activity and high commodity inflation. Our focus on consumers,
consumption behavior and cost effectiveness reduced complexity & improved operational
efficiency. Several new to market products like Nutrichoice Diabetic Friendly, Treat
Choco-Decker, Britannia Healthy Start were launched during the year to tap new
opportunity segments.
SWOT ANALYSIS OF BRITANNIA
SWOT analysis is a strategic planning.
It is a method used to evaluate the Strengths, Weaknesses/Limitations, Opportunities,
and Threats involved in aprojector in business venture. It involves specifying the
objective of the business venture or project and identifying the internal and external
factors that are favorable and unfavorable to achieve that objective.A SWOT analysis must start with defining a desired end state or objective. A SWOT
analysis may be incorporated into the strategic planning model.
Strengths characteristics of the business, or project team that give it an advantage over
others
Weaknesses (or Limitations): are characteristics that place the team at a disadvantage
relative to others
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Opportunities: externalchances to improve performance (e.g. make greater profits) in the
environment
Threats: externalelements in the environment that could cause trouble for the business or
project
Identification of SWOTs is essential because subsequent steps in the process of planning
for achievement of the selected objective may be derived from the SWOTs.
Strength
Fulfill one of our BasicRequirement among Air , Water ,
Food, Shelter
Widely accepted in all Generations Easily available in various forms Provide good Instant Remedy for
hunger in the form of readymade
food
Preserves the non seasonal foodand makes it available all
throughout the year
Weakness
Decreases nutritional value Increases the cost of food product Industry and technology requires
high investment
Regular usage of processed foodcan cause alteration in health
Opportunities
Increase economy of India Generate employment opportunity Good quality of Goods Provide competition to foreign
companies
Improve living standard Provide goods to nation at cheaper
rate
Inflow of foreign reserve and fundsfor the govt.(taxes)
Threats
Many companies are result oriented Increase in pollution Sometimes provide poor quality of
product for more profit
Lack of technology Unable to utilize all the resources
efficiently
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Chapter 4
Suggestions
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Suggestions
To promote product range good consideration should be given to wholesalers andretailers.
Company should adopt innovative techniques and packaging as consumers