A

PROJECT REPORT
ON

(Employee Engagement)

FOR

(Grand Hyatt)

MASTER OF MANAGEMENT STUDIES (BMS)

UNIVERSITY OF MUMBAI

SUBMITTED TO
MARATHA MANDIR’S

BABASAHEB GAWDE INSTITUTE OF

MANAGEMENT STUDIES

MUMBAI CENTRAL

1
 UNDER THE GUIDANCE OF
(NAME OF THE FACULTY / GUIDE)

2
3
 CERTIFICATE

This is to certify that __________________________________has

successfully completed the project work as a part of academic fulfillment of Masters of
Management Studies (M.M.S.) semester IV examination.

Name & Signature of Project Guide

Date : _________________

DIRECTOR
BGIMS

4
 DECLARATION

I, (Name of the student) of Master of Management Studies (Semester IV) of Babasaheb

Gawde Institute of Management Studies (BGIMS), hereby declare that I have
successfully completed this Project on (title of the project) in the academic year 2007-08.
The information incorporated in this project is true and original to the best of my
knowledge.

_____________________________
Signature

5
 TABLE OF CONTENTS

Sr
Topic Pg No
No.

1 Executive Summary

Introduction

2 2.1 Objective Of The Study

2..2 research methodology

Literature Review

Introduction

Case study

Introduction to the company

3
Employee engagement

Employee engagement policies and initiatives

Employee engagement model

Employee benefit policy for engagement

4 Data analysis and interpretation

6
5 Observations and findings

6 limitations

7 Suggestions and conclusion

7
Chapter 1

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 can’t 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.

8
INTRODUCTION

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

9
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 population and a strong
management at the helm means Britannia will continue to dream big on its path
of innovation and quality.

OBJECTIVES
10
 • FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR

• PSYCHOLOGICAL FACTORS

• BUYING DECISION PROCESS

• NEED RECOGNITION

• INFORMATION SEARCH

• EVALUATION OF ALTERNATIVES

• PURCHASE DECISION

RESEARCH METHODOLOGY

11
 Research is a process through which, attempt to achieve systematically and
with the support of data the answer to a question, the resolution of a
problem, or a greater understanding of a phenomenon. This process, which is
frequently called research methodology, has eight distinct characteristics:

1. Research originates with a question or problem.

2. Research requires a clear articulation of a goal.
3. Research follows a specific plan of procedure.
4. Research usually divides the principal problem into more manageable
sub problems.
5. Research is guided by the specific research problem, question, or
hypothesis.
6. Research accepts certain critical assumptions.
7. Research requires the collection and interpretation of data in
attempting to resolve the problem that initiated the research.
8. Research is, by its nature, cyclical; or more exactly, helical.

Descriptive research is used in this project report in order to know about

employee engagement and satisfaction of the employees. This is the most
popular type of research technique, generally used in survey research design
and most useful in describing the characteristics of consumer behavior. The
method used was following:

 Questionnaire method

12
 Direct Interaction with the clients.

MODE OF DATA COLLECTION

 Primary Data: - The sources of Primary data were questionnaires
and personal interviews.
 Secondary data: - the sources of secondary data were internet, books
and newspaper articles.
 Sample size: 20

Chapter 2

13
 Introduction of the project

CONSUMER BUYING BEHAVIOR

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 BEHAVIOR

There are four major factors that influence the buying behavior such as cultural
factors, social factors, personal factors, and psychological factors.

i. CULTURAL FACTORS: Culture is the most fundamental determinant of a

person 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.

ii. SOCIAL FACTORS: A consumer behavior is also influenced by social

factors such as the consumer reference group family and social roles and
status.

iii. PERSONAL FACTORS: A buyer decision is also influenced by his or

personal characteristics, notably the buyers age, lifestyle, occupation,
economic circumstances etc.

PSYCHOLOGICAL FACTORS: a person buying choice is also influenced by four

major psychological factors such as motivation, perception, learning belief and
attitudes.

14
(B) BUYING DECISION PROCESS

It includes buying roles, types of buying and steps in buying process.

I. BUYING ROLE

The buying role could be classified into four parts. These are initiator, influencer,
decider and buyer.

II. TYPES OF BUYING BEHAVIOR

Consumer 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 PROCESS

Here 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 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

15
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.

Literature review
16
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 other wise 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 are given below.

1. Selecting largest markets segmentation

2. Positioning

3. Product

4. Price

5. Place

6. Promotion

7. Research and development

8. Marketing research

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

17
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 donw 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
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 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 it's distribution network. Proper distribution network gives proper
availability of the product.

18
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 promotioins and public relations 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 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.

19
 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

Warranties

returns

HISTORY OF BISCUITS

20
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 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.

21
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 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!

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
usually rectangular in shape. These cookies are made with a leavening agent
called ammonium carbonate and baking ammonia.

22
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.

Britannia
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

23
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

24
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 population and a strong
management at the helm means Britannia will continue to dream big on its path
of innovation and quality.

PRODUCTS
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

25
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 symbolising
fun and energy in both urban and rural India, and transcending glucose biscuits.

Tiger Coconut : Delicious Coconut Flavoured 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 flavours, 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 coloured 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 everyday. Purposefully taking forward the credo

26
of 'Eat Healthy, Think Better ', we have launched a new variant under our power
brand TIGER - TIGER BANANA - power packed with IRON ZOR & and with the
delightful taste of banana.

IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as
much IRON ZOR as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this nutritious and
delightful snack for children.
Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is
accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and
Rs.10.

NutriChoice SugarOut
Sounds like yesterday when people commented that healthy foods meant
"compromising on the taste." 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.
This is because NutriChoice SugarOut 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 Litetime, Chocolate
cream, and Orange cream, targeted towards all health sensitive people. It is
also relevant for consumers with sugar related ailments.
We are sure that you will be pleasantly delighted with its great taste and equally
surprised to know that it has no added sugar.
Don't be taken for a ride when you read "Sugar Free" label on many biscuit
packs marketed in India or abroad. Even with 100% no-added sugar, wheat-
cereals in biscuits have their own natural sugar content. Britannia has chosen to
represent these biscuits with "No Added Sugar" claim, as there is no added
sugar in the processing of NutriChoice SugarOut.

27
Britannia 50-50 Pepper Chakkar
The launch of the latest 50-50 variant left everybody guessing "What it eez?"
From TV ads, radio, outdoor and in-store display materials to events, a website
and SMS and email blasts, traditional and new media were blended
synergistically to create excitement and curiosity about the unique taste of the
biscuit. The tangy and distinctive pepper flavoured biscuit, that's thin and crispy
and more like a snack, caught the imagination of a younger audience craving
something to nibble on. The 50-50 Pepper Chakkar launch is truly a case of
leveraging the marketing mix to best advantage.

NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in our daily life towards
healthy and active living. 24/7 we are engrossed in our busy schedules; skipping
meals, missing walks, along with inadequate sleep and frequently eating-out, all
take a heavy toll on our health.

At least with the new and improved NutriChoice Digestive Biscuit, we have one
less thing to worry about. Made with 50% whole-wheat and packed with added
fibre (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 carton
pack.
Try one and you'll know that you've made one smart choice - NutriChoice.

Treat Fruit Rollz

All kids who have relished the yummy creamy treasures of Britannia Treat in
exciting flavors, have yet another reason to celebrate! Britannia Treat launches

28
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 flavor 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!

New Britannia 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. The milk goodness in the recipe is now enhanced with SMART
NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid mental and physical
development in growing kids. The premium packaging, besides appealing to kids,
also ensures that the biscuits remain fresh and crisp.
So, whether its breakfast time or snack time at school, rest assured that kids will
look forward to munching these crunchy, milky biscuits which even helps in their
development. And yes, adults won’t be far behind in reaching out for a pack
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

29
Pista Badam in 1989, Good Day Chocochips in 2000 and Good Day Choconut in
2004.
This rich cookie 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 among the fastest growing brands in Britannia's portfolio and it has
been the leader in the cookies category ever since its launch. The brand is
synonymous with everyday treats that infuse happiness into people's lives.
Marie Gold
Britannia's oldest brand enjoys a heritage that spans 50 years - and going strong.
In a market swamped with 'Me too' products Britannia Marie Gold has maintained
its strong hold. Today the ever popular Marie Gold is a loved brand that stands
for Tea Time vitality. It's balanced taste, crispiness and lightness along with the
added vitamins and minerals makes Britannia Marie Gold the "healthy tea time
biscuit". It is the # 1 brand in its category by a long shot.

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 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 flavours 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!

30
Britannia launched Milk Bikis Almond Cookies a first of its kind
cookie with wholesome goodness of Milk & Almond to help in growth and
development of children.
In-between-meals snacking is an integral part of a child's daily food routine as it
serves as a hunger filler in between meals. However, most of the choices
available in the market are universal in nature and largely address the delight
needs of all consumers; they do not necessarily provide the essential 'top up'
nutrition that children should have in their growing years. Research conducted by
Britannia showed that mothers would be happy to have a solution which is a
good balance of nutrition for children in a snack format.
With this in mind, Britannia Industries Ltd., one of India's most trusted food
brands with a diverse portfolio of products in biscuits, bakery and dairy
categories, launched Milk Bikis Almond Cookie - with the wholesome goodness
of Milk & Almond in a delightful waffle cookie.
Milk Bikis Almond Cookie contains milk and almond goodness, important for
children's growth and development and comes in a cookie format which children
will love to eat. Four Milk Bikis Almond Cookies have the energy of one glass of
milk and three almonds.
Milk Bikis Almond Cookies have been launched initially in Tamil Nadu and will
be available in Andhra Pradesh. Priced at Rs.12 per 88.5 gm pack and Rs.25 for
193 gm, Milk Bikis Almond Cookies are available with a shelf life of six months.

Time Pass
Timepass Before Timepass, Britannia's offering in the salted cracker category
was Snax. Launched in 1999, Snax was promoted as a tastier base for toppings
through edgy advertising.

31
Then in late 2000, supported by aggressive advertising that featured the brand as
a perfect partner for timepass moments, Britannia Timepass was launched.

The brand quickly became a leader in Britannia's portfolio and, consequently,

Snax was revamped as a lighter product and renamed Britannia Timepass
Classic Salted. To further the franchise of the Timepass brand, a variant 'Nimkee'
was introduced in the Eastern market in April 2003, and then taken nationwide
after a favourable response.

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.

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 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. You can grab your very own Nano Pack or a Pocket Pack. The
Hangout Pack is just right for chilling with friends. Take along a Party Pack for...
yes, a party! And the Gift Pack will surely win you a few brownie points!

32
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.

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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 turn over was
5322.7 Crores of which organized sector contributed 2519.3 crores.

Britannia, makers of Britannia biscuits, doubled capacity from 25 tonnes a day to

50 tonnes 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 tonnes per day to 100 tonnes 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 industry. 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.

34
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 behaviour 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, Bakeman’s, and Parle, etc. the unorganized sector comprises of small
bakery units, cottage and household type manufacturing plants. These units
distribute their biscuits in the 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.

Board of Directors

Name Designation

Mr. Nusli Neville Wadia Chairman

Ms. Vinita Bali Managing Director

35
Mr. A.K.Hirjee Director

Dr. Ajai Puri Director

Mr. Avijit Deb Director

Mr. Jeh N Wadia Director

Mr. Keki Dadiseth Director

Mr. Nasser Munjee Director

Mr. Ness Nusli Wadia Director

Mr. Nimesh N Kampani Director

Mr. Pratap Khanna Director

Mr. S.S.Kelkar Director

Dr. Vijay L. Kelkar Director

Milestone

1892

• The Genesis - Britannia established with an investment of Rs. 295 in Kolkata

36
1910

• Advent of electricity sees operations mechanised

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

37
• 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
Groupe 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

• "Britannia Khao World Cup Jao" - a major success! Profit up by 37%

2000

• Forbes Global Ranking - Britannia among Top 300 small companies

2001

• BIL ranked one of India's biggest brands

• No.1 food brand of the country
• Britannia Lagaan Match: India's most successful promotional activity of the year
• Maska Chaska: India's most successful FMCG launch

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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 Worldstar, Asiastar and Indiastar 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 'Superbrand'

• Volumes cross 3,00,000 tons of biscuits
• Good Day adds a new variant - Choconut - 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 Uttaranchal, commissioned ahead of schedule.
• The launch of yet another exciting snacking option - Britannia 50-50 Pepper
Chakkar

2006

• Britannia re-launched NutriChoice Hi-Fibre Digestive biscuits in an international

large sized biscuit pack.
• Britannia acquires 51% stake in Bangalore-based bakery foods retailer Daily
Bread.

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2007

• Britannia industries formed a joint venture with the Khimji Ramdas Group and
acquired a 70 percent beneficial stake in the Dubai-based Strategic Foods International
Co. LLC and 65.4% in the Oman-based Al Sallan Food Industries Co. SAOG.
• Britannia NutriChoice SugarOut range introduced - 1st of its kind of biscuits to be
be launched in India with "No Added Sugar" (Variants - Chocolate Cream, Orange
Cream, and Litetime)

2008

• Britannia NutriChoice 5 Grain biscuits launched - Biscuits with the goodness of 5

health Cereals, and sweetened with Natural honey. Britannia Nutrichoice promised
consumers "Bhook Bhagao, Kuch Healthy Khao"
• Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic
Cookies', Low Fat Dahi and renovated 'MarieGold'.

2009

• Britannia NutriChoice Nature Spice Crackers launched - Your favorite Cream

Crackers, now made even more exciting with the addition of "Sabut" Ajwain and Jeera
spices.
• Britannia takes full control of Daily Bread.
• Britannia-Fonterra joint venture dairy business restructured. Britannia acquires
entire stake of Fonterra BNZF name changed to Britannia Dairy Pvt. Ltd.
• 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

• Britannia NutriChoice launches a New Year pack - the Health Starter Kit. Created
for everyone who makes New Year resolutions and doesnt follow through. The Health
Starter Kit contains 1 pack each of NutriChoice Hi-Fiber Digestive, NutriChoice 5
Grain, NutriChoice Nature Spice Cracker bundled together with a Fit Sip Sipper and a
fitness chart. All this only for Rs 100

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41
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

42
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.

43
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. During the field work and after
intensive study it was found that main competitor of PRIYAGOLD biscuits is
BRITANNIA as the market leader.

In my provided area the share of the market is as follows.

BRITANNIA 48%

PRIYAGOLD 20%

PARLE-G 16%

SUNFEAST 8%

OTHERS 8%

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 companies the lion's share in the 2,200 crore biscuits industry.

44
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.

45
SWOT ANALYSIS OF BRITANNIA
Strength
• Fulfill one of our Basic
Requirement 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
food and makes it available all
throughout the year
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
funds for the govt.(taxes)
Weakness
• Decreases nutritional value
• Increases the cost of food
product
• Industry and technology
requires high investment
• Regular usage of processed
food can cause alteration in
health
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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Data Analysis

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 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.

47
BIBLIOGRAPHY
BOOKS

AUTHOR PHILIP KOTLER

TITLE MARKETING MANAGEMENT

PLACE OF PUBLICATION PRENTICE HALL OF INDIA LTD.

NEW DELHI

DATE OF PUBLICATION SEPTEMBER

NUMBER OF PAGES 31-50

MAGAZINE
AUTHOR MURTHY E.N.

TITLE ANALYST

DATE OF ISSUE JULY 2006

PAGE NUMBER 41-46

INTERNET
NAME OF SITE WWW.BRITANNIA.CO.in

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