A

PROJECT REPORT
ON

Market analysis and sales

development
IN
BRITANNIA INDUSTRIES LIMITED
FOR

THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF

THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION(2016-2018)

FROM

(AFFILIATED TO UTTARAKHAND TECHNICAL UNIVERSITY

DEHRADUN)

SUBMITTED TO: UBMITTED BY:

MR. MANISH UPRETI DEVASHISH MANDAL
(INTERNAL GUIDE) ( MBA 3th SEMISTER)

ACKNOWLEDGEMENT
It is not a single man’s effort which is sufficient for the accomplishment
of a research. No task can be successful by a single individual. I
acknowledge here the names of those people who have been
instrumental in preparation of my project.

I readily Acknowledge my indebted to my parents whose support,

dedication and honest efforts have given me an immense help in doing
this project.

It gives me immense pleasure to express my deep sense of

gratitude and appreciation to my external guides Mrs Seema Tomar
and his team whose constant encouragement and valuable suggestions
gave back bone support in completing this project.

I take the opportunity to thanks Mrs Seema Tomar & Mr. Sumit
Gupta for motivating, encouraging, guiding and supporting at every
step and sparing his valuable time for me.
Last but not the least I record my sincere thanks to all beloved and
respectable persons who helped me and could find any separate mention.

Devashish

mandal
 DECLERATION

I Devashish Mandal student of MBA 3th sem. of

AMRAPALI Institute of Management and Technology (AIMT)
hereby declare that this project report on “market analysis and sales
development” is written and submitted by me under the guidance of
Mrs Seema Tomar & Mr. Sumit Gupta is my original work. The
entire analysis and conclusion of this report are based on the information
which is collected by me during the training period.
The empirical finding in the report are based on the data collected by me
while preparing this project. I have not copied anything from any source
or other project submitted for the similar purpose, if any.

Devashish Mandal
 Table of CONTENTS
Introduction
About Britannia industries
 Company overview
 Company profile
 Board of directors
 Mile stones
 History of Biscuits
 Company Products
 Activities of the company
 Achievement of company

ntroduction

bout Britannia industries Pantnagar unit
Company profile
Departments of Britannia Rudrapur
Production in Rudrapur branch
Principles of the company
Objective of the Rudrapur branch
 Introduction about the topic ;market analysis and sales
development
 Workflow and reporting pattern
 PEST& micro environmental factors
 Marketing strategy
 Market potential
 SWOT analysis
 Research
 Observation and finding
 Conclusion
 Suggestion and recommendation
 Bibliography

CHAPTER-I
INTRODUCTION
ABOUT
THE COMPANY

COMPANY OVERVIEW
The story of one of India’s favourite 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.

distributed Britannia biscuits in India. In the subsequent public issue of

1978, Indian shareholding crossed 60%, firmly establishing the Indian
ness 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.100crores 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 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 favour the results, happily ever
after.

COMPANY PROFILE
 Registered office of Britannia Industries Limited is situated in West
Bengal. This company is registered under Companies Act, 1956.

Britannia Biscuits Company Limited was originally incorporated on

21st March 1918 under Indian Companies Act under the name “The
Britannia Biscuits Company Limited” under section 21 of Companies
Act and approval of Central Government.

The main aim of the Company is to make available good and improved
quality biscuits to each and every part of the country.

The Company has got ISO14001certificate and it is ISO 22000 certified.

The Company was established at the Pantnagar branch on 1st April 2005
mainly for production with a production coverage area of approximately
20 acres.

The control of management is through Board of Directors.

The Company’s head and registered office and works place are located
at the below mentioned addresses:

Registered & Head office: -

Research & development centre: - Britannia Industries Limited

194, MTH, road, Padi
Chennai – 600050
Tamil nadu

Works Places: -
33, Industrial Area
 (b) Britannia Industries Limited
Plot No.1, Sector- 1

Integrated Industrial Estate

Pantnagar, Rudrapur-
263153

15, Taratola road,

Kolkata – 700088

(d) Britannia Industries

Limited
Reay road East ,
Mazgaon
MUMBAI - 400010
1999 “Britannia Khao World Cup Jao” a major success profit up
by 37 %.

2000 Forbes Global Ranking- Britannia among Top 200 small

companies. Britannia was ranked No.1food brand of the
company.
2001 BIL ranked one of India’s biggest brands No.1 food brand of
the country.

2002 BIL launches joint venture with Fonterra, the world’s second
largest dairy company.
Britannia New Zealand Foods Pvt. Ltd. Is born
Economic Times ranks BIL India’s 2nd Most Trusted Brand
Pure Magic –Winner of the World star, Asia star and India
star award for packaging.
2003 ‘Treat Duet’- most successful launch of the year.

2004 Britannia accorded the status of being a ‘Super brand’

Volumes cross 3,00,000 tons of biscuits.
Good Day adds a new variant – Coconut – in its range.

2005 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 Uttarakhand, commissioned ahead of

schedule. The launch of yet another exciting snacking option
– Britannia 50-50 Pepper Chakkar.
2007 Britannia industries formed a joint venture with the khimji
Ramdas Group and acquired a 70% beneficial stake 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 biscuits, ‘Good Day
Classic Cookies’, Low Fat Dahi and renovated ‘Marie Gold’.

2009 Britannia Launches ActiMind - A first of its kind milk based

health drink for kids, which helps improve mental sharpness.
Launch of ActiMind marked Britannia's entry into the
beverage segment and has further extended its credo of 'Eat
Healthy, Think Better' to 'Drink Healthy, Think Better' as
well!!

Britannia NutriChoice Nature Spice Crackers launched - Your

favourite Cream Crackers, now made even more exciting with
the addition of "Sabut" Ajwain and Jeera spices.

Britannia takes full control of Daily Bread.

Britannia Industries buys out New Zealand's Fonterra from

existing dairy joint venture, Britannia New Zealand Foods
(BNZF). BNZF became a 100 per cent Britannia subsidiary
and was renamed Britannia Dairy Private Limited (BDPL).

Recognizing the changing global trends & health benefits of

removing transfats, Britannia is the first Bakery brand in
India to remove transfats from its products.

Wadia Group acquired stake holdings from Group Danone

and becomes the single largest shareholder in BIL.
2010 50-50 Maska Chaska was re-launched with a new masaaledar
twist - a delightful blend of butter and imported flavours
along with sprinkling of masala in September 2010.

Tiger enters the Cookies category, with the launch of Krunch

Cookies in October. These cookies are not only high on
delight but also high on energy and have been created
keeping in mind the needs of today's kids, These delightful
cookies come in two exciting variants - Fruit & Nut and
Chocó chips and at an affordable price point of just Rs 5.

Brand NutriChoice, in keeping with its track record of

launching differentiated healthy snacks, launched Diabetic
Friendly Essentials on 14th November, a day that is world
over recognized as World Diabetes Day. The range comprised
of 2 variants - Oats Cookies and Ragi Cookies - and is
available in top Indian cities.

Britannia was presented the Master Brand 2010 Award by

 CMO Council in November 2010.

Rotary Club of Chennai awarded CSR Award to Britannia in

November, for our work in nutrition.

2011 Always committed to constant innovation, Britannia launched

Britannia Healthy Start in Mumbai in January 2011. Specially
designed with Indian tastes in mind, Healthy Start is a
complete range of ready-to-cook breakfast mixes of Upmas,
Pohas, Porridges and Oats that are healthy, delicious, and take
just 5 minutes to cook! This is the only product range in its
category that combines the natural nutrition of multi-grains,
100% real vegetables, pulses and nuts all in one pack.

Britannia received the Most Respected Company Award 2011

from Business world.

Bourbon received the Most Popular Confectionery Product

Preferred By Youth (Biscuit) Award.

IMCRBNQA (Indian Merchant Chambers Ramakrishna Bajaj

National Quality Award) conferred the Manufacturing
Performance Excellence Trophy a National Quality Award
for the 2010 cycle, for Britannia Corporate Office
(Bangalore), Britannia Industries Ltd. (Rudrapur) and
Sunandram Foods Pvt Ltd (Mangaldoi, Guwahati).

Britannia further enhanced its foray into healthy milk based

drinks by launching TigerZor Choco Milk & TigerZor Badam
Milk in May 2011. These are delicious milk based beverages
fortified with 5 active nutrients that help in the overall
development of mind and body.

Britannia Bread launched its new range of Health Breads in

Delhi in November. The range consists of Honey & Oats
Bread, Multi-Grain Bread, 100% Whole Wheat Bread and
Multi-Fiber Bread.

Delhi factory was adjudged as the winner for Outstanding

Performance in Food Safety Excellence in the category of
'Large Food Businesses- Manufacturing', by CII. JBM was
also recognized with Commendation Certificate for Strong
Commitment to Excel in the Category of 'Medium Food
Businesses- Manufacturing' for the year 2011. The awards
were given at the CII National Quality Summit held at
 Bangalore on 1st December 2011.

BRITANNIA was honoured with `CREATIVE HR

PRACTICES AWARD' by Employer Branding Institute,
India, on the occasion of 6th Employer Branding Awards
ceremony held on the 10th of December 2011 at Hotel Taj
Deccan, Hyderabad.

2012 IMC Ramakrishna Bajaj National Quality Award 2011 was

awarded to Britannia Industries Limited, Bangalore, Bidadi,
Delhi, Gwalior & Khopoli in the Manufacturing Category, at
the Fifteenth IMC Ramakrishna Bajaj National Quality
Awards and IMC Juran Quality Medal ceremony held in
Mumbai on 6th April 2012.

Britannia Industries Limited Khurda was commissioned on

17th April 2012.

The Modern Trade team of Britannia was honoured with

Winner-BEST BAKERY SUPPLIER award for the year
2011-12, at the 1st SPENCER'S Best Supplier Awards 2012
on 22nd June.

Britannia was awarded the Global Performance Excellence

Award (GPEA) by Asia Pacific Quality Organization
(APQO) at the 18th APQO/International Conference on
Quality in Colombo, Sri Lanka on October 14. Britannia won
this "Best In Class" award, an international recognition for its
manufacturing units and the overall processes of performance
excellence adopted by the company. Britannia is the only
Indian food and manufacturing company to receive this
award.

Britannia won Global award given out by 'World Quality

Congress' at their award ceremony at Mumbai held on 22nd
and 23rd November 2012.
THE ORIGIN OF ‘EAT HEALTHY THINK
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. It’s “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.

HISTORY OF 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.”
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

traveling 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 favourite of Christopher
Columbus who discovered America!

Making good biscuits are 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 flavoured 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 of sugar 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!
 OUR PRODUCTS

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. 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.

Britannia tiger Banana

Britannia is committed to help secure every child s right to growth and

development through good food every day. Purpose fully taking forward the
credo of ‘Eat Healthy Think Better’ launched a new variant under our power
brand tiger.
Britannia Tiger Banana packed with IRON ZOR and goodness of banana is
accessible to all, being available to convenient pack priced at Rs.2, Rs.4and
Rs.10.

Britannia 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 Chocó chips in 2000 and Good Day
Coconut in 2004.

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 has
further helped bolster its growth in the highly competitive glucose biscuit
category.

TREAT
Britannia launched Treat in 2002. Treat has a range of tasty delights for all kids with
yummy creamy treasures within the biscuit shells. Britannia Treat offers a wide
variety of flavours, such as the classic Bourbon & Elaichi, the Fruit Flavoured
Creams such as Orange, Pineapple, Mango, and Strawberry, the Jam Filled Centres
under the Jim Jam range, and the Duet Range (biscuits with two flavours of cream
between three layers of biscuit) comprising Strawberry Vanilla and Duet Strawberry
Chocolate.

MARIE GOLD

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.

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.

MILK BIKIS

Milk Bikis, the favourite growth partner of Kids, now brings greater value and
delight to all with its new product and pack design. Recently re-launched in its
existing Southern & Eastern markets, and extended across India, the new Milk Bikis
is all set to add excitement and appeal to ‘nutritious’ food. Whoever said that ‘good
food’ needs to look ‘dull and boring’, will just have to take a look at Milk Bikis.
With a unique and attractive honeycomb design and an enhanced product
experience, the new biscuit prompts the ‘Kid’s will love it’ reaction amongst
mothers.
BREAD

Till 1958,
there were no breads in the organized sector and bread consumption was a
habit typed 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.
The Mumbai unit came up in 1963. And there again Britannia was the
first branded bread in the city.

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.
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 mouth-watering offering is aptly “Enliven your spirits
with Britannia rusks”.

Treat Fruit Rollz

All kids who have relished the yummy creamy treasures of Britannia
Treat in exciting flavours, have yet another reason to celebrate!
Britannia Treat launches the amazingly yummy Treat Fruit Rollz!!
These tasty soft rolls are filled with real fruits and provide a healthy
yet mouth-watering treat to the kids. Fruit Rollz comes in four masti
fruit flavours - Juicy Apple, Strawberry Surprise, Tangy Orange and
Delicious Dates!

Want to know a little secret? They make the best Tiffin treats! So
during snack time what better than to munch on the delicious and
healthy Fruit Rollz and discover the yummy fruit flavour from within
the shells. Keeping up with Britannia's platform of 'taste bhi, health
bhi', Fruit Rollz is indeed a yummy snacking option for kids, while
keeping the Moms assured about the goodness provided by the fruit
filling.

So go on and treat yourself to the lip-smacking snack

ACTIVITIES OF THE COMPANY

A
C
T

SALES I FINANCE &

V IT
I

T RESEARCH &
DEVELOPMENT
MARKETING I

E
S TECHNICAL &
EXPORT OPERATION

O
F
HUMAN
PRODUCTION RESOURCE
T &LEGAL
H
E
QUALITY E
ASSURANC
C
O
M
 ANNUAL PERFORMANCE 2012-
13

Britannia Industries Ltd (BIL), India’s leading Food Company, for the
1st Quarter ending June 2013, reported an increase of 14% in its
Consolidated Revenue of Rs 1,539.6 Crores and a Net Profit increase of
93% at Rs 89.5 Crores. Operating Margin at 7.7% increased
significantly, compared with 4.7% in Quarter 1 of last year, despite an
increase in brand investment at 9.6% of Revenue, compared with 8.4%
last year.
Achievement of the company
 THE Economic Times and AC Nielsen have announced the
most trusted brands rated by consumers all over India and across
categories. Britannia was in the India Top 10 list, ranked 9 across all
categories and 2 in the food category. Last year, Britannia rank was 7
and 2 respectively.
Britannia bagged two National Quality Excellence
Awards for 2013– one for Best End-to-End Customer Solution (Supply
Chain), and the second, for Planning, Processes and Systems. The
awards were given out on 14th February 2013 at Taj Lands End,
Mumbai.
 CHAPTER-II
INTRODUCTION
ABOUT
THE
PANTNAGAR UNIT
INTRODUCTION ABOUT THE UNIT
(PANTNAGAR BRANCH)
INTRODUCTION
Britannia industries limited was established at Pantnagar on 1 stApril
2005 in the area of approximately 20 acres mainly for the purpose of
production of biscuits as this area is free from almost all types of taxes.

In Britannia Industries Limited there are many types of departments

which are inter connected to each other and work together for the
welfare of the Company as the whole. There is a well built
communication system inside the Company which helps in doing the
work on time and with full efficiency and effectiveness.

The departments of the Company includes Quality assurance, Stores,

Production, Purchase, Maintenance, Engineering, Packaging and
dispatch, Personnel and training, Finance, legal and administrative
security.

New concept like 5S is also being implemented in Britannia

Industries Limited. The Company has got ISO 14001 certificate and it is
ISO 22000 certified.

There are four plants in operation in the Company at this branch.

First plant is for Marie Gold which has a flexi line for Good day also.
Second plant is for Good Day, Third one is for 50:50 variants, pepper
chakkar and Maska Chaska. Forth and last plant is for Bourbon which
has a flexi line for Orange cream also.fifth plant is for cake.

COMPANY EVENTS

1) Bhumi Poojan of Britannia industries limited was on 1st April

2004.
2) Machinery was set up on 21st march 2005.
3) Production trial was taken on 23rd march 2005 itself.
4) Actual production was started on 1st April 2005.
5) First dispatch of finished goods was done on 20th April 2005.
6) Biggest plant of the company is plant number two.
7) The company is set up in an area of approximately 20 acres.
8) Minimum production of the company is 200 tons per day.
9) Maximum production is 245.10 tons per day.
10) Control of management is through Board of Directors.
11) It is a public limited company.
12) The auditors of the company are BSR and associates
13) The bankers of the company are:

 State Bank of India.

 Standard Chartered Bank.
 ABN Aroma Bank.
 City Bank.
 The Hong Kong & Shanghai Banking Corporation
limited.
 Bank of America.
 HDFC Bank limited.
 ICICI Bank limited.

DEPARTMENTS OF THE COMPANY

 HUMAN RESOURSE
 FINANCE
 PURCHASE
 PRODUCTION
 MAINTANANCE
 QUALITY ASSURANCE

HEADS OF DEPARTMENTS OF THE

COMPANY

Unit Head

Finance

Human Resource

Production

Purchase

Engineering
Quality
OBJECTIVES OF THE UNIT

 Working collaborators with the business partners.

 Quality products to customers.

 Continuous training and retraining of the employees to create culture

that value quality and food safety as a core pillar of the business.

 Investing in appropriate technology.

 To control the wastage and save time and efforts.

 To work under the principals of Kiazen, Hassap and 5 ‘S’.

NUMBER OF PLANTS AND

PRODUCTION AT THE PANTNAGAR
BRANCH

Not all the brands of Britannia are produced in this branch only some
brands of biscuits are produced at this branch.
Production of biscuits in Britannia Pantnagar branch is divided in to four
Plants.

1) PLANT I

 Good Day Butter

 Good Day Pista Badam

2) PLANT II

 Good Day Cashew

 Good Day Butter

3) PLANT III

 fifty- fifty (50-50)

 50-50

50-50 Maska Chaska

50-50 Pepper Chakkar

4) PLANT IV

hocolate treat Bourbon

range treat

ilk Bikis Milk Cream

5) PLANT V
 Cake plant

STORAGE AND USAGE OF RAW

MATERIAL
There are many types of raw materials which are used in Britannia for the
production of different types of biscuits. Some of them are – wheat flour,
sugar, butter, skimmed milk powder, cashew, salt, different types of fats
which includes different oils, sodium bi carbonate, ammonium bi carbonate
etc.
 Some of the materials which are used in Britannia industries
need cold storage while some needs normal storage. So on the basis of the
need of different raw materials they are stored in different storage places.
The materials which are stored in cold storage are at the temperature of 5
degree Celsius while the materials which need normal storage are stored at
the normal temperature. There classification of some of the raw materials is
as follows:

Normal storage raw material

 Sugar
 Ammonia
 Palm oil
 Salt
 Skimmed milk powder
 Wheat flour
 Cocoa powder
 GMS powder

Cold storage raw material

 Butter
 Condensed milk
 Essences
 Cashew

SWOT ANALYSIS
STRENGTH


oodwill of company.

uperior quality and service to provide maximum benefits to customers.

he family environment in the company.

ontinuous growth.

arket share of the company.

ully Automation of the company.

ll India coverage.

conomical Price.

ax benefit to the company.

inancially a very strong company.

edicated work force.

ffective well designed and developed production and marketing network.

WEAKNESSES

torage capacity of the company is limited.

aw material is wasted at the time of unloading.

here is small board of Britannia at the entry gate.
 Unit is situated far away from main plant.

and is not properly utilized.
 Sound And Heat of machinery is high it effect the
efficiency of worker.

OPPORTUNITY


here must be more efficient utilization of the raw material.

here can be minimization of waste.

and can be used more efficiently.

o hire the worker as permanent base reduce the contract labors it help
workers to motivate them which help in increasing the employee morale.

here can be use of the foreign technologies for efficient utilization of
raw material so that the production of a biscuit can be increased.
THREATS


ew entrants in the business.

vailability of the other brands.

aste and preference of customers.

hreats of substitute products.

ivalry among the competitions.

5s’ OF BrITANNIA INdusTrIEs LImITEd

I. SEIRI (Organization)
II. SEITON (Neatness)

III. SEISO (Cleanliness)

IV. SEIKETSO (Standardizations)

V. SHITSUKE (Discipline)

SEIRI (Organization)
It is sorting between waited and unwanted things in a selected area,
region or domain.

SEITON (Neatness)
It means a place for everything and everything in its place .

SEISO (Cleanliness)
It deals with the job of thoroughly cleaning the workplace.

SEIKETSO (Standardization)

It means standardization which is needed to maintain SEIRI, SEITON

and SEISO. It leads to use of visual management to avoid mistakes.

SHITSUKE (Discipline)
It means discipline which is called for strict adherence to a system form
our present unsystematic way.

QUALITY AND FOOD SAFETY POLICY OF THE

COMPANY
The purpose of this policy is to ensure that we win through quality in the
market place. This means that we must do every thing’s to ensure
consistent delivery of quality products to the customers every time.
Our commitment to quality and food safety will be reflected in every
action and is non negligible. That means:

ll ingredients used in our factories always meet specified quality

standards.

ll factories and depots maintain high standard of hygiene which ensures

that our products are healthy and safe for consumption.

ur manufacturing products always ensure delivery of products consistent

with product and pack specifications which are free from contamination.

ur supply chain practices enable delivery of fresh products to our

customers.

We will fulfill these objectives through:-

nvesting in appropriate technology and equipping our factories

adequately.


orking Collaborate with our business partners to create ‘win win’

business Outcomes.

eveloping process which enable consistent delivery of quality products

to our customers.

ontinually training and retraining our employees and business partners to

create a culture that values quality and food safety as the core pillars of

our business.
 CHAPTER-III
INTRODUCTION
ABOUT
THE TOPIC –
market
analysis and
sales
devlopment
WORK FLOW AND REPORTING PATTERN

Senior operational manager

Zone Manager Project

Business development manager

Area Distribution Manager

Assistant Area distribution Manager

Area project head

Senior sales officer

Sales Officer
NEED RECOGNITION

The buying process starts with the buyer’s 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

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.
PEST & Micro environmental Factors

A PEST analysis is used to identify the external forces affecting an organisation

.This is a simple analysis of an organisations Political, Economical, Social and
Technological environment. A PEST analysis incorporating legal and environmental
factors is called a PESTLE analysis.

Political

The first element of a PEST analysis is a study of political factors. Political factors
influence organisations in many ways. Political factors can create advantages and
opportunities
for organisations. Conversely they can place obligations and duties on organisations.
Political factors which influence the Britannia are as follows:-

Methodology of development of Standards

Provisions of Labelling

Acceptance of a basic list of additives

Matters relating to GMP(Good Manufacturing Practice), GHP(Gud Health

Plan)

Issues related to Codex

Procedure for sampling& launching of Prosecutin

Grading of violations according to the nature of discrepancy.

Legislation such as the minimum wage or anti discrimination laws.

Voluntary codes and practices.

Market regulations.

Trade agreements, tariffs or restrictions. Non conformance with legislative

obligations can lead to sanctions such as fines, adverse publicity and imprisonment.
Ineffective voluntary codes and practices will often lead to governments introducing
legislation to regulate the activities covered by the codes and practices.
The second element of a PEST analysis involves a study of economic factors.All
businesses are affected by national and global economic factors. National and global
interest rate and fiscal policy will be set around economic conditions. The climate of
the economy dictates how consumers, suppliers and other organisational
stakeholders such as suppliers and creditors behave within society.An economy
undergoing recession will have high unemployment, low spending power and low
stakeholder confidence. Conversely a ³booming´ or growing economy will have low
unemployment, high spending power and high stakeholder confidence.

A Britannia will respond to economic conditions and stakeholder behaviour.

Furthermore Britannia will need to review the impact economic conditions are
having on their competitors and respond accordingly. A truly Britannia has to be
aware of economic conditions across all borders and needs to ensure that it employs
strategies that protect and promote its business through economic conditions
throughout the world.

Social

The third aspect of PEST focuses its attention on forces within society such as
family, friends,colleagues, neighbours and the media. Social forces affect our
attitudes, interest s and opinions.These forces shape who we are as people, the way
we behave and ultimately what we purchase.For example within the UK peoples
attitudes are changing towards their diet and health. As aresult the UK is seeing an
increase in the number of people joining fitness clubs and a massivegrowth for the
demand of organic food.

Population changes also have a direct impact on organisations. Changes in the

structure of a population will affect the supply and demand of goods and services
within an economy. Falling birth rates will result in decreased demand and greater
competition as the number of consumers fall. In summary Britannia must be able to
offer products and services that aim to complement and benefit people’s lifestyle and
behaviour. If Britannia do not respond to changes in society they will lose market
share and demand for their product or service.

Technological
Unsurprisingly the fourth element of PEST is technology, as you are probably aware
technological advances have greatly changed the manner in which businesses
operate. Organisations use technology in many ways, they have
1. Technology infrastructure such as the internet and other information exchange
systemsincluding telephone2. Technology systems incorporating a multitude of software
which help them manage their business.3. Technology hardware such as mobile phones,
Blackberrys, laptops, desktops, Bluetooth devices, photocopiers and fax machines which
transmit and record information. Technology has created a society which expects
instant results. This technological revolution has increased the rate at which
information is exchanged between stakeholders. A faster exchange of information
can benefit Britannia company as they are able to react quickly to changes within
their operating environment. However an ability to react quickly also creates extra
pressure as businesses are expected to deliver on their promises within ever
decreasing timescales. Technology will continue to evolve and impact on consumer
habits and expectations,. If Britannia ignore this fact then it will definitely face
extinction.
MARKETING STRATEGY

Marketing is not Euclidean geometry a fixed system of concept. Rather marketing is

one of the dynamic fields with in the management arena. The market faces
continually a new challenge everyday and companies must respond to it positively.
Therefore it is not surprising that new market idea keep surfacing to meet new
market place challenges.

The market process is applicable to more than goods and services. Anything related
to market including ideas, events, policies, prices and personalities comes under
market strategy. However it is important to emphasize opportunity in the market
through market strategy.

Following strategies adopted by the organization.


A strong quality of the product and customer satisfaction:
Customers always believe in good quality product. in my survey I found that in
percentage term more people is quality conscious and not price conscious. Customer
satisfaction is very important part of the organization that at any cost they have to
fulfill.


A growing relationship with customer and customer retention:
Nowadays a good relation with customer is very important for organization. Sale is
totally depending on the relation with the customers. Customer's retention is also a
major aspect for growing business. It means keep the old customer and try to make
new customer.


Focus on competitors activity:
Every organization should must be careful about it's competitors step, because they
can disturb the growing sales process of the organization.


A growing emphasis on global thinking and local marketing planning:
Companies are increasing by pursuing market beyond their borders. When they enter
other countries they must follow the tradition of that country and also they make plan for
local market that which type of product has more demand and how can it run in the
market.

Promotional Strategy
Under the market strategy promotional idea is very important. Organization
provides some schemes or rebates to retailers or consumers. They make
advertisement according to convenient of the people and the feature of the
product.
So on the basis of marketing strategy a organization runs in the market. It is
several types of which makes helpful to increase sales and turnover of the
organization

TARGET SEGMENT & DEFINATION

STP

Segment People who need and consume bakery and dairy products

Target Group Middle and upper middle class families, especially kids

India’s leading manufacturer of premium quality and healthy biscuits, bakery and
Positioning dairy products

.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 habita. It is an approach
midway between mass marketing and individual marketing.

Through this the choice of distribution channels, and communicaton

channels become much easier. The 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
majortypes 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 products has it's 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

theproduct 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
companyemphasis on it's distribution network. Proper distribution network
gives proper availability of the product.

6. Promotion:- Promotion is the one of the major aspects in marketing

strategies. Byadopting various promotional activities the company create
strong brand image. It also helps in increasing the brand awareness. It
includes advertising, sales promotioins and public relations etc.

7. Research and Development:- after testing, the new product manager

mustdevelop 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 and behavior. The second part
out lines 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.
MARKETING MIX
Target Market

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

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 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 effect 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

retailers about care ness 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.

\
RESEARCH

OBJECTIVE & SCOPE OF THE STUDY

Objectives of Project: The main objective of the Study can be listed as follows:-

A. Primary Objective

1. To find market size of Britannia Dairy Products in Institutional business in

Chandigarh
, Mohali , Zirakpur region.
2. To find the problems faced by Institutions in Dairy purchase from Britannia and
other .
. competitors.
3. To collect the information about the competitor

B. Secondary Objective

1. To propose strategies for sales promotional activities to improve Institutional

selling.
2. To generate and secure consumer awareness among Institutions .Scope of
Project:The
. study carried out in Chandigarh , Mohali , Zirakpur.

Project Scope
1. It gives information about the size of the retail network.
2. It gives information about the services given by distributor to their retailer.
3. It gives information about the competitors’ products.
4. It will serve consumer in better manner.
5. It provides suggestions to the company to improve their products sales.
6. It gives information about the sales promotion activities to improve the Dairy
Sale.

RESEARCH METHODOLOGY

5.1 Research Methodology: The research was conducted from 24thMay to 4thAug
2016. Theresearch include meetings with the Institutions. It included preparation of
the questionnaire to be answered by above people for knowing the competitive
position of Britannia in the Institutional Dairy market. The views of parties were
recorded in the research as per the questionnaire set by us.

5.1.1 Research Approach: The objective was to know the competitive positionof
Britannia in the Institutional milk business market thus in order to successfully
conduct the research the unbiased opinion of the above parties was desirable. Thus
we conducted the research as the representative of Britannia company and
sometimes the representatives of the other company like Amul or Paras in order to
have an unbiased opinion of the concerned persons and it worked to achieve our
goal.
5.1.2 Research Instrument: The research instrument was the structured
questionnaireformulated for the respondents. There were also the area maps.

5.1.3 Types of Question: The second important aspect in the designing a question is
to decidewhich types of question are to be used. Question can be classified in
various ways
.Questionnaire contains following type information-1. Open-ended question2.
Dichotomous question3. Multiple-choice Question. Both the questionnaire consists
of all three types of question. Mostly all questions are multiple type questions.
Dichotomous question are few in number.There is only one open-ended type
question.

Questionnaire for consumers:

QUESTIONNAIRE:-

Name of the shop:

__________________________________________________
Retailer Name:
____________________________________________________
Address:
__________________________________________________________

1) Do you know about Britanna ?

Yes No

2) What are the products of Britannia you use very frequently?

Dairy Products Cheese Milk Powder

Dahi Milk Butter Butter Milk

3) Do you get the Britannia Dairy Products when required?

Yes No

4) Which brand’s Dairy Products do you like most?

Amul Mother Dairy Britannia Nestle

Other(Specify)……………………..

5) How is the taste of Britannia Dairy Products?

Poor Satisfactory Excellent

6) What about the price of BritanniaDairy Products?

Low Average High

7) How is the packing of Britannia Dairy Products?

Poor Good Excellent
8. Give your ratings to following attributes of Britannia Dairy Products.

Very good Good Average Bad Very bad

Quality
Brand image
Availability
Packaging
Price

12. Any suggestion about Britannia milk:

13. Do you stock Britannia Dairy Products?

a) Yes
b) No

5.1.4 Phrasing of Question: In questionnaire, I try to phrase the question in logical

way. Forexample I arrange question in sequence as personal information, awareness
data, usage data, and finally related to reason and satisfaction.
5.1.5 Sampling Plan:

Sample Size: The sample size was as of 193 Institutions which includes Hospitals,
Hotels andrestaurants, Schools and colleges, NGOs, Offices and Companies etc.

Sampling Technique: A stratified sampling technique was used. A different

Stratum fordifferent type of respondent within every stratum the respondents was
selected as per convenience basis.
5.1.6 Method of Survey:

Personal Interview: It is direct form of investigation, involving face-to-face

communicationwith free feedback information. It offers a sense of participation. It is
more flexible form of data collection. Use of unstructured, open-end questions is
possible. Rate of refusal is low. Depth interview is possible. Complex questions can
beasked. The interview can have questions to secure more information. Observation
approach can be combined to verify age, income, status, standard information.
Visual aids in the form of catalogues samples etc. can be used to get views, opinions,
and attitudes of responding Institution

|
OBSERVATIONS AND FINDINGS

In Institutional Users: (sweet shops, restaurants, hotels, canteens, Offices, Hospitals

etc) –

• The awareness level of Britannia dairy Products.in bulk users is around 90% but
only 30% are using Mother dairy milk.
• The preference of purchasing milk by the bulk users is mainly quality, price and
timely availability. The reasons for not using by the bulk users are :
1. Higher price that is not meeting the competitors rate as bulk user are very price
sensitive. Other dairies are providing higher margin.
2. In case of canteens contract some of them prefer credit purchasing which is
against company’s norms and policies.

Customer Targeted Rate

140

115
120

100

80
70
59
60

36
40 32
27
20
9 9 9
0 0 0
0
Chandigarh Mohali Zirakpur Total

Intesested Not Interested Complicated

Competitors

16%
Amul
5% Nestle
7% Gowardhan
59% Local
13% Britannia

CONCLUSION:

Concluding observations
The final outcome of the project is that the parameters which hinder the
sale of Dairy are Price, Quality, Service and Taste. Milk market is a totally
unpredictable market and the organisation should be over-cautious of any complaints
that come into milk as it includes the sentiments of a mother for her kid and she
would not prefer to give anything to her kid for which she is not100% satisfied. So
the company should take every step possible to contain these problems which in
some way or the other affects the sale of Mother Dairy and its retailers.

Limitations of the study

Since the study is done in only region of Chandigarh Mohali , Zirakpur,these results
cannot be generalised on whole North region basis. Shopkeepers also tend to hide
some facts
and figures due to some reasons which can
hinder the resultswe get from this survey. Still a lot can be done to make the whole
system efficient.
Further scope of study

The findings we got from this project will be of great help for the company as these
findings will help the organisation for improving their system as well as Dairy
SUGGESTION AND RECOMMENDATIONS:

Britannia can cut costs for some period of time followed immediately by
strong advertising. As we have seen during the research that most of institutions give
most preference to the margin provided to them on milk products .As the quality and
taste and availability of Britannia dairy Products. Britannia dairy Products are best in
market and local Dairy give companies good margin to them, Price remains the main
criteria of institutional Dairy sales.

Can start schemes like cash prizes or foreign trips on scratching the barcode
on the packet

Locate the institutions using competitor’s and provide them attractive offers
to increase the market share so that at least the big competitors will not try to
expand.

Mergers and Acquisition in the Dairy industry with local players help the
company in
. increasing its distribution network and Market share

Efficiency in distribution

Remove communication barriers and misconceptions between the Institutions

and distributors by effective communication with institutions time to time
 BIBLIOGRAPHY

UTTRAKHAND SALES MARKETING JYOTI RAJ

(Swastika publication) (Advocate)

*www.britannia.com

*www.Google.com

*Magazine of Britannia