Professional Documents
Culture Documents
PROJECT
ON
BRITANNIA MILK
RAZIYA SAYED
TY.BMM -32
RIZVI COLLEGE
ACKNOWLEDGEMENT
A work is never a work of an individual. We owe a sense of
gratitude to the intelligence and co-operation of those
people who had been so easy to let us understand what we
needed from time to time for completion of this exclusive
project.
We want to express our gratitude towards Professor .
Marcellus Dsouza , Advertising in Contemporary Society
Faculty, for giving me an opportunity to do this project.
Last but not the least, we would like to forward our
gratitude to our friends & other faculty members who
always endured us and stood by us and without whom we
could not have envisaged the completion of our project.
CONTENTS
1. PREFACE
2. EXECUTIVE SUMMARY
3. INTORDUCTION
4. HISTORY OF MILK
5. PRODUCTS
6. LITERATURE REVIEW – 4P’s
7. MARKETING MIX
8. MARKETING STRATEGY
9. COMPETITORS
10. MARKET POTENTIAL
11. S W O T ANALYSIS
12. RURAL MARKET
13. CONCLUSION
PREFACE
To start any business the success entirely depends on the marketing research done about
the particular and the consumer attitude towards the product. Marketing research plays a
vital role in a business to make it success.
We have tried to put our best effort to complete this task on the basis of skill that we have
achieved during our studies in the institute.
We have tried to put our maximum effort to get the accurate statistical data. However we
would appreciate if any mistakes are brought to us by the reader.
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.
INTRODUCTION
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 nondescript house in Calcutta
(now Kolkata) with an initial investment of Rs. 295. The company we all know as
Britannia today.
The beginnings might have been humble-the dreams were anything but. By 1910, with the
advent of electricity, Britannia mechanized its operations, and in 1921, it became the first
company east of the Suez Canal to use imported gas ovens. Britannia's business was
flourishing. But, more importantly, Britannia was acquiring a reputation for quality and
value. As a result, during the tragic World War II, the Government reposed its trust in
Britannia by contracting it to supply large quantities of "service biscuits" to the armed
forces.
As time moved on, the biscuit market continued to grow… and Britannia grew along with
it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from
Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue
of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm.
The following year, Britannia Biscuit Company was re-christened Britannia Industries
Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.
On the operations front, the company was making equally dynamic strides. In 1992, it celebrated its Platinum
Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its
first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further
fortified the affinity consumers had with 'Brand Britannia'.
Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the
country. It was equally recognized for its innovative approach to products and marketing: the Lagaan Match
was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50
Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division
formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand
Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia
'One amongst the Top 200 Small 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
OUTLET IN THE COUNTRY
Britannia is available in all over India.
Britannia’s all the products we can find in every place. Like rural market, urban market
and cities and sma The Britannia biscuit is most admiring product and ll town also in
village. The company’s distribution channel divided in three levels. Manufacturer to
distributor, distributor to whole seller and whole seller to retailer then the customer. The
biscuit generally available in every daily needs shop provision stores, grosery shop.
Dairy Industry in India - India is the largest producer of milk in the world. Milk is one of the
prime commodities among all the farm produces of India. The growth of dairy farming in India
is an important aspect of prosperity among rural life in India. However there are certain
shortcomings that are faced by this industry with regard to a dearth of animal fodder and its
deteriorating quality. All such factors have adversely affected dairy produces.
Indian Dairy Farming (2009 - 2010) - In the year 2010 Budget Dairy Industry Expectations are
expected to solve some of the crucial problems of the previous year. In 2009 the Indian dairy
farming industry saw the global economic crisis saw its effects in the dairy industry also. There
was a severe decline of prices of milk by the end of 2008 that continued through 2009.
According to experts the main reason behind the price fall of dairy produces was the excess
production of milk. Over the past few years the gap between the real farm price and retailer
price has widened. It was a situation where farmers felt deprived of their income and thus were
led into excess production.
Expectations of the Dairy Industry (2010 - 11 Budget) - in the 2010 budget dairy farm
expectations are plenty. Subsidy purchase of farm equipments is expected from the government
to enable farmers mechanize units in states like Tamil Nadu, Kerala, Punjab and Haryana. The
quality of animal fodder is also expected to improve. Price regulation is expected to lessen the
cost of production as well as retail prices of dairy produces.
Britannia Milk
After delighting you with a range of dairy products, Britannia brings to you Britannia Milk! Made
from fresh cows' milk, new Britannia Milk comes to you with the promise of purity. Its goodness
and freshness are intact so that you can feel nature's goodness with every sip!
And what's more - two glasses of Britannia Milk fulfill 100% of your daily calcium requirement!
Britannia has launched UTP Milk in Tetra Pack 1 Lit. in Delhi- NCR. We are it's exclusive
distributor in Gurgaon for Retail.
There are two varieties : Their scanned photos are attached.
1. Britannia Slimz Milk 1 Lit. MRP Rs.40
2. Britannia Toned Milk 1 Lit. MRP Rs.38
Financial Analysis
Britannia's gross sales turnover increased to Rs 18,179 mn in 2005-06 from Rs 16,154 mn
in the previous year, registering a growth of 13%. Operating profit at Rs 1,763 mn
increased by 7%, profit before tax and exceptional items at Rs. 1,958 mn declined by 19%
against 2004-05 , impacted by the profit on sale of long term investments that accrued to
'other income' last year.
The Company achieved these results despite significant increases in input cost,
particularly sugar, fuel and oils, coupled with aggressive pricing in the industry. Your
Company's focused initiatives on commercialising market place opportunities, supply
chain efficiencies and overall cost management resulted in its top line growth and
profitability. Operating margin at 10.3% in 2005-06 compared with 10.9% in the previous
year was impacted by the inflation in input costs.
Despite stiff competition, your Company stabilised and held its overall market share at
31.7% in volume and 38.8% in value for the last year.
Exports turnover during the year was Rs 111.71 mn against Rs 71.65 mn in 2004-05, a
growth of 56%
[Fig 2.2: Earning per Share of Britannia]
1550
1500
1450 28-o1
1400 29-01
30-01
1350
31-01
1300
01-02
1250
1200
Opening High of the Day Low of the Day Closing
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.
2. Positioning
3. Product
4. Price
5. Place
6. Promotion
8. Marketing research
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.
Target Market
Packaging Transport
Sizes
Services
Warranties
Returns
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.
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.
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.
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 MOTHER’S DAIRY biscuits is BRITANNIA as the
market leader.
BRITANNIA 48%
PURE FOOD 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.
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.
• Some places distributors not able to cover his particular area. That should be
improved.
• 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.
Strength Weakness
• Fulfill one of our Basic • Decreases nutritional value
Requirement among Air , Water , • Increases the cost of food product
Food, Shelter • Industry and technology requires
• Widely accepted in all Generations high investment
• Easily available in various forms • Regular usage of processed food
• Provide good Instant Remedy for can cause alteration in health
hunger in the form of readymade
food
• Preserves the non seasonal food
and makes it available all
throughout the year
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
• Provide competition to foreign product for more profit
companies • Lack of technology
• Improve living standard • Unable to utilize all the resources
• Provide goods to nation at cheaper efficiently
rate
• Inflow of foreign reserve and funds
for the govt.(taxes)
RURAL MARKET
Rural Markets are defined as those segments of overall market of any economy, which are
distinct from the other types of markets like stock market, commodity markets or Labor
economics. Rural Markets constitute an important segment of overall economy; typically, a
rural market will represent a community in a rural area with a population of 2500 to 30000.
In recent years, rural markets have acquired significance in countries like China and India,
as the overall growth of the economy has resulted into substantial increase in the purchasing
power of the rural communities. On account of the green revolution in India, the rural areas
are consuming a large quantity of industrial and urban manufactured products. In this
context, a special marketing strategy, namely, rural marketing has taken shape. Sometimes,
rural marketing is confused with agricultural marketing – the later denotes marketing of
produce of the rural areas to the urban consumers or industrial consumers, whereas rural
marketing involves delivering manufactured or processed inputs or services to rural
producers or consumers. Also, when we consider the scenario of India , there is a picture
that comes out, huge market for the developed products as well as the labor support. This
has led to the change in the mindset of the marketers to move to these parts of the world.
Also rural market is getting an importance because of the saturation of the urban market. As
due to the competition in the urban market, the market is more or so saturated as most of the
capacity of the purchasers have been targeted by the marketers.So the marketers are looking
for extending their product categories to an unexplored market i.e. the rural market. This has
also led to the CSR activities being done by the corporate to help the poor people attain
some wealth to spend on their product categories. Here we can think of HLL (now, HUL)
initiatives in the rural India. One of such project is the Project Shakti, which is not only
helping their company attain some revenue but also helping the poor women of the village
to attain some money which is surely going to increase their purchasing power. Also this
will increase their brand loyalty as well as recognition in that area. Similarly we can think of
the ITC E-Chaupal, which is helping the poor farmers get all the information about the
weather as well as the market price of the food grains they are producing.In other view these
activities are also helping the companies increase their brand value. So as it is given above
the significance of the rural market has increased due to the saturation of the urban market
as well as in such conditions the company which will lead the way will be benefited as
shown by the success of HUL and ITC initiatives.
NATURE OF MARKETS
The nature of transactions between rural and urban markets can be categorized as:-
Rural Sellers-Urban
Buyers
It is usually seen that villages does not have a proper retail networks. Most of the villages
are devoid of a proper distribution networks and that mostly survive on Haats (a form of
unorganized retailing where producers pool in their harvests and other farm and non-farm
offerings to the local market). Daruthenga a small village situated on a Latitude 19° 40' 0
N, Longitude 24° 55' 0 E, tell a different story to its visitors. The village has an organized
retailing system apart from having a Haats unlike most of the other villages of India.
This market mainly comprises of the farm products like Brinjals, Beans, Ladies finger, Green
Chillies are being produced in small quantities. A section of this village indulges in allied
activities such as animal husbandry, which includes dairy and poultry. The village population
does involve in non-farm activity like Retailing.
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.
Thank You..!!!