INDUSTRY PROFILE

Fast Moving Consumer Goods

FMCG Industry :

FMCG are products that have a quick shelf turnover, at relatively low cost and don't

require a lot of thought, time and financial investment to purchase

Fast Moving is in opposition to consumer durables such as kitchen appliances that

are generally replaced less than once a year.

Three of the largest and best known examples of Fast Moving Consumer Goods

companies are Britannia, Nestl, Unilever and Procter & Gamble.

The Indian FMCG sector is an important contributor to the country's GDP. It is the
fourth largest sector in the economy and is responsible for 5% of the total factory

employment in India .
This has been due to liberalization, urbanization, increase in the disposable incomes

and altered lifestyle.

The lower-middle income group accounts for over 60% of the sector's sales. Rural
markets account for 56% of the total domestic FMCG demand.

FMCG SECTOR:

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged
goods. Items in this category include all consumables (other than groceries/pulses) people
buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos,
toothpaste, shaving products, shoe polish, packaged foodstuff, household accessories and
extends to certain electronic goods. These items are meant for daily of frequent consumption
and

have

high

return.

A major portion of the monthly budget of each household is reserved for FMCG products.
The volume of money circulated in the economy against FMCG products is very high.

THE TOP 10 COMPANIES IN FMCG SECTOR

SR.

Companies

NO.
1.

Hindustan Unilever Ltd.

2.

ITC (Indian Tobacco Company)

3.

Nestl India

4.

GCMMF (AMUL)

5.

Dabur India

6.

Asian Paints (India)

7.

Cadbury India

8.

Britannia Industries

9.

Procter & Gamble Hygiene and Health Care

10.

Marico Industries

RESEARCH METHODOLOGY
OBJECTIVE OF THE PROJECT
1. To study the research management in general.
2. To have a deep knowledge of Britannia Industries.

SCOPE OF THE PROJECT

2

1. This study will be useful for further knowledge and it will be easy to study the
topic.

LIMITATION OF THE PROJECT

1. Time constraint as the proper information is not available on net.

COMPANY OVERVIEW AND FUNCTION

1. Introduction
Britannia, one of the premier food product company in India. Britannia started as a small
biscuit

company

in

1892

and

has

grown

to

household

name.

Britannia started its business in Calcutta (now Kolkata) with an initial investment of Rs.
295. From thereon, Britannia's business flourished acquiring a reputation for quality and
value.
3

Britannia Industries Ltd. has a number of awards and accolades in its name like :
o Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the
World'.
o The Economic Times pegged Britannia India's 2nd Most Trusted Brand.

Activities
Britannia product line includes biscuits, snacks, packed milk, cheese, butter, buttermilk
and yogurt. Britannia owns popular brands like:

NutriChoice Sugar Out.

NutriChoice Digestive Biscuit.
Treat Fruit Rollz.
New Britannia Milk Bikis.
Britannia Marie Gold Doubles.
Britannia 50-50.
Britannia Tiger Biscuits.
The Wadia Group (parent company of Britannia) along with Groupe Danone of

France has turned up to be an International FMCG Major specializing in Fresh Dairy

Products, Bottled Water and Biscuits/Cereals. One of the World leaders in the food industry,
some of its achievements are:
~ No # 1 worldwide in Fresh Dairy Products.
~ No # 1 worldwide equally placed in Bottled Water (by volume).
~ No # 2 worldwide in Biscuits and Cereal Products.

GROUPE DANONE three core business areas are Fresh Dairy Products, Beverages and
Biscuits and Cereal Products strives to improve the lives of people around the world by
providing them with better and value added food products. Its dominant position worldwide
is based on major international brands and on its rock solid presence in local markets (about
70% of global sales come from brands that are local market leaders.)

Performance
Britannia has registered a turnover of Rs 21,993 million for the year ended 31st March 200607. Britannia has posted Net Profit to the tune of Rs 1076 million for the year ended 31 st
March 2006-07.
4

Packaging and Labeling

The time spent by a customer for picking up a product from a retail outlet is a few seconds;
therefore a package should appeal to a customer within such a small interval of time. In this,
both packaging & labeling play an important role in attracting customers both visually &
psychologically.
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 needsneeds 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, optimistic - and combining it with a delightful product range to offer variety and
choice to consumers.
2006-07 was an exceptional year for Britannia with top line sales growing at 27.5%, making
Britannia the leader among FMCG Companies in terms of organic growth. It also saw the
Bread, Cake and Rusk business grow 54% to become a Rs. 2,000 mn business.
Top line growth was driven by investment in the fundamental growth pillars of brands renovating existing brands and launching new ones and expanding reach. With the segmented
and sharpened go to market strategy , Britannias brands now have greater availability in rural
markets and pervasive presence in modern trade.

In a fiercely competitive environment Britannia outpaced market growth and Britannia

brands continue to lead the market in every category, except for Glucose biscuits. Britannia
5

was ranked second among FMCG Companies in the Business World Most Respected
Company Survey2006.

Britannia's strategy of strengthening and sharpening its brands and liberating them from
existing formats and conventional biscuit archetypes has paid off. In that context, Tiger is
now more than a glucose biscuit and includes cream and coconut varieties. The Tiger Chota
extension draws on the kids snacking habit presenting biscuits as small, pop-able, snacks in a
pouch pack. Similarly, Treat added Fruit Rollz to its repertoire of delightful and indulgent
experiences

for

kids.

Innovation has shown its promise as a key business driver addressing several purchase and
consumption opportunities both in-home and out of home, as well as for gifting. Britannia's
focus on innovation has meant more new offerings (brands, product and pack forms) than the
rest of the industry combined. Prominent innovations include Chota Tiger, 50:50 Chutkule,
Treat Fruit Rollz, NutriChoice Digestive, NutriChoice Sugarout, Renovated Milk Bikis and
Chocolate Cream in the Tiger range. The Bread, Cake and Rusk portfolio was strengthened
with the successful national launch of Good Day cup cakes and extension of rusk to the
south.

As a corporate , Britannia has worked for the benefit of all stakeholders - shareholders,
consumers, dealers, suppliers, bankers and employees. It has established an excellent track
record in terms of its financial performance and dividends distributed to its shareholders. This
has been adequately demonstrated with the Company's topline growing from 8, 478 Mn in
1998 to 23,171 mn in 2007, a growth of 173% over the last 10 years. The net profit grew
even more significantly at 273 % from Rs 289 Mn in 1997-98 to Rs 1,076 Mn in 2006-07,
giving

CAGR

of

15.72

%.

2. Company History - Britannia Industries

1994
- During the year, the bakery division launched `Bakers Choice' a sweet biscuit and `Thinlite'
a light semi-sweet biscuit aimed at fitness concious consumers.
1995
- Under the `Pure Magics' Umbrella, the company launched a new sandwich cream

biscuit

with two-in-one flavour viz. double cream and this was well received in the market. In the
cake market, under the premium segment, the company launched with Groupe Danone's
technological input a Swissroll Cake Mini Roule which was also met with good response.

1996
- Marie gold biscuits registered quantum growth in volumes and milk bikis milk cream
launched during the year was well received. Despite general slowdown in the economy the
company's profits improved.
1997
- The Biscuit industry has been dereserved which would not only remove restriction on
increasing capacity but would also provide opportunities of growth through new products and
efficient production systems. The Company undertook to diversify into cheese and dairy
whitner.
- The Company launched `Tiger' range of biscuits for mass market category, `Jim-Jam' and
`Chekkers' in the premium segment. The Company also launched Butter in Delhi during the
year.
- Britannia Industries Ltd is all set to launch a new corporate identity and a total revamp of
its product portfolio, with strategic inputs from an international strategic design and brand
repositioning company - Shining Strategic Design.
1998
- Food major Britannia Industries Ltd (BIL) has signed a wage agreement with the
Maharashtra General Kamgar Union (MGKU), providing an average wage increase for 1,000
workers employed in the biscuit manufacturing unit at Reay Road, Mumbai.
- The company has launched Half/Half, a soft cake filled with cream in two variants,
chocolate-vanilla and vanilla-orange. Half/Half comes in a twin-cake pack (Rs.6) and a tray
pack containing five cakes.
1999
- Britannia Industries Ltd has rolled out its flavoured milk brand `Zip-Sip' in tetrapaks. ZipSip has been launched in Mumbai and some markets in the South.
- Britannia Industries, launching the country's first branded flavoured milk is another step
towards its goal of becoming a dairy-products giant.

2000
- Britinnia Industries has launched consumer promotion scheme `Britannia Khao, Cricketer
Ban Jao' on May 1st.
- Britannia Industries, in its second coming in the Indian dairy market under the `Milkman'
brand, is introducing a range of products many in desi flavours to woo the Indian consumer.
- The Company has launched Vita Mariegold, a semi-sweet biscuit which reportedly has 10
essential vitamins, milk protein and 58 cereals.
2001
- Britannia Industries has launched Britannia Milkman Milk in Delhi.
- Biscuits major Britannia Industries will fund its in-principle agreement to acquire 49 % of
Kwality Biscuits through internal accruals.
2002
-Britannia Industries Ltd announced on March 26, 2002 that it has entered into a joint
venture with the Fonterra Cooperative Group, New Zealand's biggest company and one of the
leading diary co-operative groups in the world.
-Britannia's new COO is Nikhil Sen.

2003
- Board of Directors of Britannia Industries Ltd has passed a resolution to terminate the
employment of Mr S K Alagh as Managing Director of the company with immediate effect.
- The management of Britannia Industries has roped in John Miller, a Danone
representative, as additional director on its board.
-Britannia New Zealand Foods, a joint venture of Britannia Industries and Fonterra Cooperative group of New Zealand has launched Britannia MilkMan fresh milk.
2004
-Britannia Industries Ltd has informed that pursuant to the approval of the shareholders of the
9

Company at the AGM held on August 08, 2003 and the subsequent application to the Cochin
Stock Exchange Ltd., the said stock exchange has delisted the securities of the Company with
effect from November 15, 2003.
2005
-Britannia New Zealand launches health drink for adult.
2006
-Britannia Industries Ltd has forged a strategic alliance with CCD. Daily Bread Pvt Ltd a
Bangalore based Company engaged in manufacturing and retailing of premium breads, cakes
and high end ready to eat foods and snacks.
-Britannia Industries Ltd has appointed Mr. Stephan Gerlich as a Director.

3. Companys Background

Britannia was incorporated in 1918 as Britannia Biscuits Co LTD in Calcutta. In 1924,

Pea Frean UK acquired a controlling stake, which later passed on to the Associated Biscuits
International (ABI) an UK based company. During the 50s and 60s, Britannia expanded
operations to Mumbai, Delhi and Chennai. In 1989, J M Pillai, a Singapore based NRI
businessman along with the Groupe Danone acquired Asian operations of Nabisco, thus
acquiring controlling stake in Britannia. Later, Groupe Danone and Nusli Wadia took over
Pillais holdings.

10

PLANT LOCATION :

Britannia's plants are located in the 4 major metro cities Kolkatta, Mumbai, Delhi,
and Chennai. A large part of products are also outsourced from third party producers. Dairy
products are out sourced from three producers - Dynamic Dairy based in Baramati,
Maharashtra, and Modern Dairy at Karnal in Haryana and Thacker Dairy Products at Howrah
in West Bengal.
Britannia had spent 0.1 million US$ to hire Paris based designer Shombit Sen Gupta
to create a logo and packaging design. The logo had three objectives:
Give consumer reassurance that it was a trusted and familiar brand.
Britannia has the ability to change.
It had to be appropriate to the business the company was in.
The logo consists of the companys name and slogan, Eat Healthy Think Better. The
Hindi rendition is Swastha Khao, Tan Man Jagao. The corporate statement Eat Healthy
Think Better captures the Indian concept of the unity of mind and body.
The logo has three colours red, white, and green each having its own significance.
Colour Red denotes Energy and Vitality. White denotes purity. Green stands for Nutrition and
Freshness. The strike communicates Innovation and Futuristic Power of Britannia.

Today, Britannia is the largest biscuit and bakery company in the country with the
daily sales turnover of over Rs. 8478 million. It is the market leader in the 1.3-million tonne
Indian biscuits industry with a 60% share. It has maintained market leadership with a 48%
value market share in the organized sector.
Britannia core businesses constitute of Bakery and Dairy products. Bakery products
account for 90% of the revenues and include Biscuits, Bread and Cake & Rusk. Dairy
products contribute to 10% of Britannias annual turnover of Rs13.38bn. Throughout its
existence, Britannia has operated on the principles of providing products to the consumers
that are healthy and tasty. This is brought about by the use of high quality ingredients with a
strong focus on naturalness and modern manufacturing practices. The company today has a
wide range of bakery products in the biscuit, bread and cake segment. It has trimmed down
its wide product portfolio by reducing the products from 35 to around 25 and began to focus
11

on value-added instead of low-margin products.

BIL (Britannia Industries Ltd.) has decided to focus on seven core brands in the biscuits
and bakery category. The brands included Good Day, Tiger, 50-50, Snax, and the Cream Treat
brands, among others.
With the launch of Tiger brand, it has taken a plunge in the low-end category, taking
competition head on with Parle, which is the leader in this segment. The company has also
diversified within dairy and bakery products to enter the butter, cheese and ghee markets. The
portfolio was expanded with the launch of butter, pure flavored milk in tetra packs and UHT
milk.
Britannia has built an enviable retail distribution network, which services 400,000
retail outlets in 2,200 towns with the help of 2,500 distributors. The company is aggressively
expanding its network with a bias towards the rural markets Recently, in the ethnic food
segment, the company introduced a new range of traditional namkeens in Mumbai called
Britannia Snax. The new range includes seven varieties of traditional namkeens like 'Bikaner
ki Bhujia' and 'Rajasthani Alu Bhujia' in a price range of between Rs 5 and Rs 20.The
company is in the process of setting up a Greenfield Biscuit Project in Uttaranchal to
augment its production capacity, entailing an investment of about Rs 55.2 crore. This plant
will have capacity to produce over 45,000 tonnes of two or three varieties of biscuit per
annum.So after over seven decades of being inseparable part of life in India, Britannia is now
set to usher its customers into a healthier and tastier future

4. Products Offered By Britannia Industries

Britannia Portfolio
BISCUITS

BREADS

DAIRY

RUSK

Good Day

White Sandwich Breads

Cheese

Premium Bake Bar Cakes

Nice Time

Whole Wheat Breads

Fresh Dairy Maska Rusk

Chunk Cake

Crackers

Bread Assortment

Accompaniments

Nut & Raisin Romance

12

CAKES

NutriChoice

Muffills

Marie Gold
Tiger
Milk Bikis
Jim Jam + Treat
Bourbon
Pure Magic
Little Hearts

GLUCOSE BISCUITS
TIGER
CHOTA TIGER
TIGER CHAI BISKOOT
TIGER ROSEMILK CREAM
TIGER BRITA ENERGY POPS

13

TIGER CHOCLATE CREAM

TIGER ORANGE CREAM
TIGER COCONUT ENERGY
TIGER ELAICHI CREAM
TIGER KESAR CREAM
TIGER BANANA
CREAM BISCUITS
TREAT CHOCO GELO
TREAT DELICIOUS DATES
TREAT APPLE PUNCH
TREAT FLAVOURED TANGY ORANGE
TREAT STRAWBERRY FLAVOURED SURPRISE
BOURBORN TREAT
TREAT ELAICHI FON
TREAT JIM JAM
TREAT MANGO MISCHIET
TREAT MASTI ORANGE
NUTRI CHOICE BISCUITS
NUTRI CHOICE 5GRAINS
NUTRI CHOICE DIGESTIVE
NUTRI CHOICE CREAM CRACKER
NUTRI CHOICE THIN ARROWROOT

14

NUTIR CHOICE SUGAROUT CHOCLATE

MARIE BISCUITS
MARIE GOLD
VITA MARIE GOLD
MILK BISCUITS
MILK BIKIS
MILK BIKIS CREAM
GOOD DAY BISCUITS
GOOD DAY CHOCONUT
GOOD DAY BUTTER SCOTCH
GOOD DAY HONEY & RAISIN
GOOD DAY CHOCLATE CHIP
GOOD DAY RICH BUTTER COOKIES
GOOD DAY RICH CASHEW COOKIES
GOOD DAY RICH PISTA BADAM

50-50 BISCUITS
50-50
50-50 MASKA CHASKA
PEPPER CHAKKAR

15

LITTLE HEARTS
LITTLE HEARTS CLASSIC

PURE MAGIC
PURE MAGIC

5. Key Steps Towards Strategic Planning

16

oGalsVSPrOMuetgbjcimvn

VISION
Think Of A Purpose That Spirals Forth To Create Innovations From Within This

Visionary Zeal; Built On Trust And Knowledge, Has Empowered The Wadia Group In
Various Business Enterprises For more Than A Century. It now promises much more

in the New Economy ...

To dominate the food and beverage market in India with a distinctive range of Tasty

Yet Healthy Britannia brands.

Every third person, in India, should be a Britannia consumer .
Mission
To dominate the food and beverage market in India through a profitable range of
Tasty Yet Healthy products by making every Indian a Britannia consumer.
To be one of the best biscuit company.
Development of production in partnership with our customers to their specification.
Flexibility & capability to meet small & large production runs
Objectives
Short-term Objective :
To improve image to shareholders.
To improve internal processes and controls.
To increase NSV and ROI.
Long-term Objective :
To be the lowest-cost producer in the market.
To become largest volume player in the bakery industry.

17

Quality Objectives :
Reduction in customer complaints
To start documentation of market returns dealer wise
To empower the workmen on individual work area to ensure that only quality product
are passed on the next page of production.
Continuous training for the development of human resources.
To minimize the accident level.
As part of the growth strategy, the company always try to build on the values of brand
"Britannia" by aggressively pursuing tasty yet healthy offerings of mass appeal and also
launching a host of affordable products, which would help rejuvenate the mother brand and
drive category consumption.
Goals
Once the company developed their vision, mission and core values, they can then develop
the goals and objectives needed to achieve your vision.
Goals are general statements of what Britannia wants to achieve. So they need to be
integrated with their vision. They also need to be integrated with their mission of how they
are going to achieve their vision.

To improve profitability

To increase efficiency

To capture a bigger market share

To provide better customer service

To improve employee training

To reduce carbon emissions

6. Marketing Strategies
BRITANNIA company has won many awards , because of their high quality products and
customer satisfaction and became 1st biscuit company in world. Since they are also worth for
their marketing strategies lets gaze across.
The main marketing strategies followed by the firm are-

18

Product strategy.
Reduced losses by way of elimination of losses.
Target customers to capture growth in each category by segmenting the market both
along conventional lines and through segmentation.

Look beyond the product, at the customer. And use knowledge to reposition the brand.

High class R&D, and recently enhanced testing and evaluation facilities
A corporate image of quality.

Eat Healthy. Think Better. Buy Britannia. The 80-year-old biscuit king is
reinventing itself. Britannia now wants to become a foods giant, with the newly-added
tag of health and nutrition. What's more, with a clever formula of prices and products,
it is targeting every segment of the Indian market.

After all, the Rs 1,030-crore Britannia had spent a whopping Rs 10 crore on the bkwcj
contest-the single biggest promotion ever in the Indian marketing history. Instead of
concentrating on a few of its biscuit brands, Britannia included all 16 of them in the 7level contest it ran, which blocked the air-waves for 13 weeks. The result: 1.60 crore
customers actually exchanged 4 empty packs each for the booklet on cricket that came
as the first reward

Pricing strategy.
Cost based pricing.
Demand based pricing.
Competition oriented pricing.
Product oriented pricing.
Affordability based pricing.
Promotional strategy.
"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 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. "Lagan - 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.

19

 Financial strategies.
As Britannia is diversified business they are also in financial business named
Britannia finance & kotak Britannia so they get the good sourses of money. Some of
them lets come across
o To have long term capital they issue preference share shares mainly.
o BRITANNIA also do Self-financing to meet their capital needs.
o BRITANNIA has the sinking funds to meet their future uncertainities.
Human Resource strategy.
BRITANNIA were previously hiring only male candidates, but they start
hiring female HR managers.
They adopted HR Accounting for efficient recording of employee records.
Operational strategies.
After the great success of Scorpio BRITANNIA built their confedence in house
R&D.
Application of techniques like JQM, KAIZEN, TQM, TPM, JIT, ABC analysis
help to increase the standards of products through out the manufacturing process.

GENERAL ANALYSIS
1. SWOT ANALYSIS (Key To Business Strategy)

Strength

Weakness

Fulfill one of our Basic Requirement among

Decreases nutritional value

Air , Water , Food, Shelter

Increases the cost of food product

Widely accepted in all Generations

Industry and technology requires high

Easily available in various forms

Provide good Instant Remedy for hunger in

investment

the form of readymade food

Regular usage of processed food can cause

alteration in health

Preserves the non seasonal food and makes it

available all throughout the year
20

Opportunities

Threats

Increase economy of India

Many companies are result oriented

Generate employment opportunity

Increase in pollution

Good quality of Goods

Sometimes provide poor quality of product

Provide competition to foreign companies

Improve living standard

Lack of technology

Provide goods to nation at cheaper rate

Unable to utilize all the resources efficiently

Inflow of foreign reserve and funds for the

for more profit

govt.(taxes)

2. Competitive Position
The entries of new MNCs have not posed a direct there at to Britannia, as these MNCs have
positioned their brands in the premium/health segment. Britannia has maintained market
leadership with a 40% volume share and 48% value market share in the organized sector.
FMCG major HLL is expected to venture into the segment. Britannia has been aggressive in
new launches and marketing during the last 2 year anticipating the competition. It has also
recently acquired Kwality Biscuits, gaining a strong foothold in the southern market. In the
overall biscuit market, Britannia and Parle are two major players with 15% and10% market
shares respectively. In the organized biscuit market, Britannia has close to40% market share,
while Parle has around 30% share. Bakeman's has a market share of 10%, mainly with a
larger share of the cream biscuit segment. Smithkline Consumer has close to 8% market share
with its Horlicks and Boost brands. Other players like Nutriene (now acquired by Sara Lee),
Kwality etc have about 3-4% market shares each. Kwality Biscuits Pvt Ltd, a Bangalore
based company has been expanding its presence to other parts of the country.

21

CONCLUSION
After going thick on the thing, 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 provide them highest. They
expect return in the form of profit margin, company schemes, window display and references
of the shop. Among these, company schemes make the differences and are the highest source
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 can't help quality and price. It is only up to dealers said it is
demand they sell Britannia 42% agree that at retail shop it is brand popularity, which
determine the purchase of biscuit.
There is a greater need to understand the retailer behavior considering them as a team
working for the company may help them to be attached to the company. There should be

22

feeling of belonging to the company in inner of the retailers. Setting values club for retailers
so that they may exchange views with the company and help in understanding consumer
behavior.
BRITANNIA Industries has sure come a long way from being a company with a stodgy but
well-recognized brand name and an inconsistent financial performance in the mid1990s. After
a thorough overhaul of the operational structure, a revamp of its product portfolio and an
ambitious foray into new areas, such as dairy products and snack foods, the company has
managed to turn in robust financial performance over the past four years. BIL has also
confounded critics by showing above the industry average growth which has been mainly
attributed to its innovative offerings. BIL has consistently launched a new variant almost
every quarter. It has pruned its product line and gone to its core products after revitalizing
them through state of the art packaging and better visual appeal while at the same time
explored new markets such as the rural market. With a strong market share and a steady
stream of innovative product launches it is not idle boast to say that Britannia intends to make
every third Indian a Britannia customer by the year 2006.

BIBLIOGRAPHY
https://en.wikipedia.org/wiki/Britannia_Industries
https://www.scribd.com/doc/12937152/britannia-project-report
http://www.slideshare.net
http://britannia.co.in/

23

QUESTIONNERIS
1. HAVE YOU HEARD OF BRITANNIA COMPANY?
A. YES

B. NO

2. HOW MANY PRODUCTS YOU ARE AWARE OF BRITANNIA COMPANY?

A. DAIRY PRODUCTS

B. BAKERY PRODUCTS

C. BOTH PRODUCTS

D. NONE OF THE ABOVE

3. HOW LONG YOU HAVE BEEN CUSTOMER OF BRITANNIA COMPANY?

A. LESS THAN 1 YEAR

B. MORE THAN 1 YEAR

C. MORE THAN 10 YEARS

D. I HAVENT MADE A PURCHASE YET

4. DO BRITANNIA COMPANYS PRODUCT IS EASILY AVAILABLE NEAR YOUR

24

SURROUNDINGS?
A. YES

B. NO

5. ARE YOU SATISFIED OR DISSATISFIED WITH THE PRODUCTS OF

BRITANNIA COMPANY?
A. YES
6.

B. NO

WHICH OF THE FOLLOWING WORDS WOULD YOU USE TO DESCRIBE

THE PRODUCTS OF BRITANNIA COMPANY?

7.

A. HIGH QUALITY

B. UNIQUE

C. UNRELIABLE

D. OVERPRICED

HOW WELL DO BRITANNIA COMPANIES PRODUCTS MEET YOUR NEEDS?

A. EXTREMELY WELL

B. VERY WELL

C. NOT SO WELL

D. NOT AT ALL WELL

8. HOW WOULD YOU LIKE TO RATE THE QUALITY OF BRITANNIA

COMPANYS PRODUCT?
A. HIGH QUALITY

B. NEITHER HIGH NOR LOW QUALITY

C. LOW QUALITY

D. VERY LOW QUALITY

9. HOW WOULD YOU RATE THE VALUE OF BRITANNIA COMPANYS

PRODUCT?
A. EXCELLENT

B. ABOVE AVERAGE

C. BELOW AVERAGE

D. POOR

10. HOW LIKELY ARE YOU TO PURCHASE ANY OF BRITANNIA COMPANYS

PRODUCT AGAIN?
A. EXTREMELY LIKELY

B. VERY LIKELY

C. SOMEWHAT LIKELY

D. NOT AT ALL LIKELY

11. IF OUR NEW PRODUCT WERE AVAILABLE TODAY, HOW LIKELY WOULD YOU
BE TO RECOMMEND IT TO OTHERS?
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A. EXTREMELY LIKELY

B. VERY LIKELY

C. SOMEWHAT LIKELY

D. NOT AT ALL LIKELY

12. IF THERE IS A CHOICE OF PRODUCTS OF BRITANNIA COMPANY SUCH AS

BAKERY PRODUCTS AND DAIRY PRODUCTS, WHICH ONE YOU WOULD
RECOMMEND?
A. BAKERY PRODUCTS
C. BOTH PRODUCTS

B. DAIRY PRODUCTS
D.I WILL NOT RECOMMEND

13. WHAT DO YOU LIKE MOST ABOUT COMPETING PRODUCTS CURRENTLY

AVAILABLE FROM OTHER COMPANIES?
A. QUALITY
C. PACKAGING

B. PRICE
D. TASTE

14. BRITANNIA COMPANY PRODUCES NEW PRODUCTS NOW AND THEN, ARE
THEY BETTER THAN THE OLD PRODUCTS?
A. YES

B. NO

15. DO YOU LIKE THE PACKAGING STYLE OF BRITANNIA COMPANY?

A. YES

B. NO

16. DO YOU LIKE THE STYLE OF ADVERTISING NEW PRODUCTS OF BRITANNIA

COMPANY?
A. YES

B. NO

17. WHICH BISCUITS WOULD YOU LIKE MORE OF BRITANNIA COMPANY?

A. GOOD DAY
C. NUTRICHOICE

B. TIGER BISCUITS
D. 50 50

18. DO YOU AGREE BRITANNIA IS A LEADER IN BAKERY PRODUCTS?

A. AGREE

B. DISAGREE

19. WHICH PRODUCT OF THE COMPANY, YOU PREFER THE MOST?

A. DAIRY PRODUCTS

B. BAKERY PRODUCTS

20. DO YOU KNOW BRAND AMBESSADOR OF BRITANNIA COMPANY?

A. YES

B. NO

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