A REPORT

ON

AN ANALYTICAL STUDY OF THE IMPACT OF

PACKAGING TECHNIQUES AND THE HEALTH
INGREDIENTS IN FOOD ITEMS ON
HOUSEWIVES WITH SPECIAL REFERENCE TO
BRITANNIA BREAD.

By
KHUSHBOO TANDON
ENROLMENT NO: - 07BS1894

NAME OF THE ORGANIZATION: BRITANNIA INDUSTRIES

LIMITED

1
 A REPORT
ON

AN ANALYTICAL STUDY OF THE IMPACT OF

PACKAGING TECHNIQUES AND THE HEALTH
INGREDIENTS IN FOOD ITEMS ON
HOUSEWIVES WITH SPECIAL REFERENCE TO
BRITANNIA BREAD.

By
KHUSHBOO TANDON
ENROLMENT NO: - 07BS1894

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF

THE REQUIREMENTS OF
MBA PROGRAM

DISTRIBUTION LIST:
FACULTY GUIDE: Prof. Dilraj Kaur Bhatia (Faculty, IBS,
GURGAON)
COMPANY GUIDE: Mr. Naveen Mathur (Marketing Manager,
BRITANNIA INDUSTRIES LIMITED, DELHI)

2
 ACKNOWLEDGMENT

Surpassing milestones towards a mission sometimes gives us such degree of satisfaction that

we tend to forget the precious guidance and help extended by the people to whom the success

of mission is solely dedicated.

I express my sincere thanks to BRITANNIA INDUSTRIES LIMITED for giving me an

opportunity to work with them through this summer project.

I take this opportunity to express my profound sense of gratitude to my company mentor MR.
NAVEEN MATHUR for his invaluable guidance, constant encouragement and practical
suggestions based on the experience to focus my efforts to which this work has come to the
presentable form.

I would like to extend my sincere thanks to my faculty guide PROF. DILRAJ KAUR

BHATIA who has been my constant source of inspiration throughout.

Lastly, I would also like to thank the retailers and the customers who helped and cooperated

with me during the survey.

KHUSHBOO TANDON

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 TABLE OF CONTENTS

Acknowledgements 3

Abstract 6

1. Introduction 8

1.1 Brief study on Packaging 9

1.2 An example of changed packaging 17

and increased sales

1.3 Purpose 22

1.4 Limitations 22

1.5 Methodology 23

2. Company Profile 24

2.1 Company Overview 25

2.2 Various products 27

2.3 Milestones Achieved 36

2.4 Global Partners 39

2.5 Financial Performance 40

3. Analysis 46

3.1 Comparative study of packaging of breads of

4
 Various companies 47

3.2 Ingredient study of Britannia Bread 52

3.3 Analysis of Retailers’ Questionnaire 55

3.4 Analysis of Consumers’ Questionnaire 58

3.5 Sales Figures 67

3.6 Promotional Strategies followed by Britannia 69

4. Conclusions 71

5. Recommendations 73

6. Appendices 74

4.1 Retailer Questionnaire 75

4.2 Consumers’ Questionnaire 77

7. References 79

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 ABSTRACT

THE PROJECT THAT HAS BEEN ASSIGNED TO ME IS:

AN ANALYTICAL STUDY OF THE IMPACT OF PACKAGING

TECHNIQUES AND THE HEALTH INGREDIENTS IN FOOD ITEMS ON
HOUSEWIFES WITH SPECIAL REFERNCE TO BRITANNIA BREAD.

Britannia is one of the biggest FMCG companies in the country. It was started
in 1892 in Kolkata. Now it leads the markets by majoring in products like
bread, cakes, rusks, biscuits, milk, curd etc. These products are distributed all
over the country with an excellent distribution channel. The products are made
in extremely hygienic environment.

One of its major sold items is Bread. Its white bread has been popular since
ages. Britannia has brought regular changes in the bread to improve the
quality. Because of this, Britannia does not have any major competitors in the
market and no one has been successful in regaining the top slot.

Recently Britannia has changed the packaging of its white bread. It is now
partly transparent. The packaging has been made in such a way that the bread
6
retains moisture for longer periods of time and the bread remains fresh.
Moreover the new packaging is very attractive and eye- catching. It has
potential to attract customers. Also Britannia has added 10 vitamins and
minerals to its bread. These vitamins and minerals are very useful for
increasing the consumer’s health.

My project is that I have to study the impact of the packaging change of the
bread and also the changes in sales after the change in packaging and after the
addition of vitamins and minerals. I have to study whether packaging brings
about any preferences in consumers’ choice of selection and does a better
packaging leads to increased sales. This project will thus help to study the
buying patterns of the consumers and also help to learn how the customers
react to such changes brought about by the company to increase their sales.

The OBJECTIVE of the project is to study the impact due to the change in
packaging of the Britannia bread. After the project is completed, I would be
able to learn whether change in packaging of a particular product helps
increases sales of the product and what do consumers say about the packaging.
How far it is important for marketing a particular product? Also I would be
able to find out whether addition of vitamins and minerals to the bread has
caused any sales increase of the bread and how far it has changed the buying
decisions of the consumers? I would study the ingredients and try to find out
how they benefit the consumers.

I would also compare the prices of Britannia bread with that of its competitors.
Moreover I would also study the usage patterns and trends of the product.

7
8
 INTRODUCTION

TITLE OF THE PROJECT

TO STUDY THE IMPACT OF THE CHANGED PACKAGING OF THE

BRITANNIA BREAD AND THE ADDITION OF HEALTH
INGREDIENTS.

BRIEF STUDY ON PACKAGING

Most physical products have to be packaged and labeled. Some packages such as the Coke
bottle are world famous. Many marketers have called packaging as the fifth P, along with
price, product, place and promotion. Most marketers, however, treat packaging and labeling
as an element of product strategy.

PACKAGING is defined as all the activities of designing and producing the container for a
product. The container is called the package, and it might include up to three levels of
material.

Well defined packages can create convenience and promotional value. Various factors have
contributed to the growing use of packaging as a marketing tool:

 Self service: An increasing number of products are sold on self service basis. The
package must perform many of the sales tasks: attract attention, describe the product’s
features, create consumer confidence, and make a favorable impression.

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  Consumer affluence: Rising consumer affluence means consumers are willing to pay
a little more for the convenience, appearance, dependability and prestige of better
packages.

 Company and brand image: Packages contribute to instant recognition of the

company or brand.

 Innovation opportunity: Innovative packaging can bring large benefits to consumers

and profits to producers. Companies are incorporating unique materials and features
such as reseal able spouts and openings.

Developing an effective package requires several decisions. The first is to establish the
packaging concept: defining what the package should basically be or do for the particular
product. Decisions must be made on additional elements – size, shape, materials, color,
text and brand mark.

Packaging is now generally regarded as an essential component of our modern life style and
the way business is organized. Packaging is the enclosing of a physical object, typically a
product that will be offered for sale. It is the process of preparing items of equipment for
transportation and storage and which embraces preservation, identification and packaging of
products. Packing is recognized as an integral part of modern marketing operation, which
embraces all phases of activities involved in the transfer of goods and services from the
manufacturer to the consumer. Packaging is an important part of the branding process as it
plays a role in communicating the image and identity of a company.

What is it in a product that instantly appeals to a consumer? Though the brand and its
popularity in the market do play an important role in attracting consumer attention, it
is the way it is packaged and presented which instantaneously draws a consumer.
Packaging is more than wrapping a product or cushioning it from breakage. It has become a
medium for branding and eliciting recall in a crowded retail outlet. Little wonder that
marketers are looking at innovative packaging solutions to make their brands look exclusive
and different.

``Packaging today, has to pay attention to color, picture and size. "A marketer has to
package his product in such a way that it not only looks attractive but is also packed in
such a way that it is convenient to use.

10
Attractive packaging definitely helps in enhancing sales, provided the packaging gives a
tangible benefit to the customer. The benefit could be either emotional or functional,
``Perfumes are an excellent illustrator of this point. In case of perfumes, the bottle and
the packaging are as important as the fragrance they hold.”

HOW CAN WE DEFINE PACKAGING?

Packaging is defined as "all the activities of designing and producing the container for a
product." Packaging can be defined as the wrapping material around a consumer item that
serves to contain, identify, describe, protect, display, promote, and otherwise make the
product marketable and keep it clean. It is the outer wrapping of a product. It is the intended
purpose of the packaging to make a product readily sellable as well as to protect it against
damage and prevent it from deterioration while storing. Furthermore the packaging is often
the most relevant element of a trademark and conduces to advertising or communication.

FUNCTIONAL REQUIREMENTS

1. PROTECTION AND PRESERVATION

A basic function of package is to protect and preserve the contents during transit from the
manufacturer to the ultimate consumer. It is the protection during transport and distribution;
from climatic effects (heat and cold, moisture, vapour, drying atmospheres); from hazardous
substances and contaminants; and from infestation. Protection is required against
transportation hazards spillage, dirt, ingress and egress of moisture, insect infection,
contamination by foreign material, tampering pilferage etc. A package should preserve the
11
contents in 'Factory Fresh' condition during the period of storage and transportation, ensuring
protection from bacteriological attacks, chemical reaction etc.

2. CONTAINMENT

Most products must be contained before they can be moved from one place to another. To
function successfully, the package must contain the product. This containment function of
packaging makes a huge contribution to protecting the environment. A better packaging help
to maintain the quality of the product and reachability of the product in the consumer's hand
without spillages It gives better image to the organisation.To hold the product directly; this is
PRIMARY packaging. Examples include the tube or pump for toothpaste, the can or jar for a
food item, the bottle for a beverage, and the drum for a cleaning product.

3. COMMUNICATION

A major function of packaging is the communication of the product. A package must

communicate what it sells. When international trade is involved and different languages are
spoken, the use of unambiguous, readily understood symbols on the distribution package is
essential. It is the interest further that to get appropriate communication to the consumer
about the product, how to use it and other utility information. Packaging protects the interests
of consumers. Information includes: quantity; price; inventory levels; lot number; distribution
routes; size; elapsed time since packaging; color; and merchandising and premium data.

4. TRANSPORT

Packaging is done to easily and safely move the product from the manufacturer, perhaps to a
warehouse, then to the retailer and finally, to the consumer. Instead of all communities
manufacturing all goods for their residents, costs are reduced when production centers can
specialize in the development of a particular item. Parts and/or products can then be
transported to communities when completed and/or needed. And storage space at these
various locations can be used much more efficiently when cartons are stacked.

5. DISPLAY

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Packaging is done to attractively display, to sell (a marketing tool). Size, cost, colors, brands,
illustrations and shape are all considered for display. As this country changed from the sales
person mode to self-service, the package was needed to inform and sell the product. With
10,000 products available in today's typical supermarket, a virtual "jungle" exists. So
companies find that investments in packaging bring higher returns than traditional
advertising.

TYPES OF PACKAGING

An important distinction is to be made here between two types of packaging:

• Transport packing: The product entering in to the trade need to be packed well
enough to protect against loss damage during handling, transport and storage. E.g.:
fiberboard, wooden crate etc.
• Consumer Packing: This packaging holds the required volume of the product for
ultimate consumption and is more relevant in marketing. E.g.: beverages, tobacco etc.

On the basis of USE:

• PRIMARY: The container that directly holds the product is the primary package.
That may be a can, bottle, jar, tube, carton, drum, etc.
• SECONDARY: Any outer wrappings that help to store, transport, inform, display and
protect the product are secondary packaging. The decorated carton or gift boxes are
common examples.

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 • TERTIARY: Tertiary packaging is used to group products for Storage and
transportation. The corrugated, brown carton is the most familiar. Large pallets of
shrink-wrapped boxes are a common warehouse sight reflecting tertiary packaging.

PACKAGING COST

The most important aspect when we look into packaging is the packaging cost. Packaging
cost includes the following:

• Material cost: It means the cost of the pack and quality control cost.
• Storage and handling cost of empty packages: This include the handling cost of
bulky packages, heavy materials of construction, drums etc.
• Packaging operation costs: This includes the cost involved in operations like,
cleaning the package product filling – closing, labeling – unitizing, stenciling,
handling cylindrical slums etc.
• Storage of filled packages: This includes the cost incurred to shift the goods from
one form of packaging to another.
• Transportation cost of filled packages: This involves the transportation cost by sea,
air etc. (freight by volume)
• Loss and Damage cost: It is related to the loss and damage during operation,
transportation delivery etc.
• Insurance cost: It varies depending on the vulnerability of package.
• Effect of packages on sales: The package that influence on sales.
• Obsolescence Cost: This cost involves when changes in the packaging materials,
packages and labels happen.
• Package developmental cost: This includes the evaluation cost, pilot test cost, field
testing cost, consumer research cost, feedback cost, final trial cost etc.

IMPORTANCE OF PACKAGING

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Some of the major significance of packaging can be detailed as follows:

• Can make a product more convenient to use or store, easier to identify or promote or
to send out a message.
• Can make the important difference to a marketing strategy by meeting customers'
need better.
• Packaging plays a key role in brand promotion and management. It is of great
importance in the final choice the consumer will make, because it directly involves
convenience, appeal, information and branding.
• The paramount concern of packaging is the reachability of the product without any
damage. No matter where and how the products are transported or shipped, they arrive
at the customer's door in working condition without need of repair or adjustment.
• Packaging is especially important in certain industry where future sales may be based
largely on the quality, integrity and performance of a company's previous delivery.

• Apart from good looks and convenience, yet another crucial aspect of packaging is to
preserve the freshness of the product. There are a number of products, especially in
the food and beverages category, in which preservation is an important criterion for
packaging.

PRICE VS PACKAGING

The packaging cost entirely depends on the nature of the product. The cost of packaging
a 50 paisa shampoo sachet or a perfume bottle may be more than the product itself. On the
other hand, the packaging cost of 1 kg coffee may be much lesser than the price of the coffee
itself. The cost of the packaging as a percentage of total selling price varies greatly. Although
this cost ranges from 1.4 percent to40 percent, the average cost of packaging is $1 for every
$11 spent. Nine percent of the amount you spend on any product is probably the cost of
its packaging. Such a premium on looks! But then, when you want to make a good first

15
impression, you know its all in the looks. Beauty may be skin-deep but if it helps to sell, it
makes sense to capitalize on it.

The package designs are planned to reflect the many changing social and economic
trends in the world. Several of those trends and resulting examples include:

• health consciousness (nutrient and additive contents)

• family size/singles (different portions)
• economy (various sizes, quality levels)
• mobility (convenience items)
• Novelty (over 150 new food and drug items are introduced every month in the U.S.)
• labeling requirements (contents and directions)
• available equipment (products for the freezer or microwave)
• time and convenience to purchase and use (various available sizes, complete meals in
a package)
• consumerism (consumer complaints have the highest influence on pharmaceutical and
health-related products)
• customs and social habits (beverage packaging)
• Environmental concerns (reduced, reusable, recyclable packaging and recovery as
energy).

CONCLUSION

The significance of packaging has come to be increasingly recognized in export as well as in

marketing of a wide range of consumer goods and industrial products within the country. The
volume of exports depends not only on the quantity of the production and prices, but also to a
substantial extends on the standards of packaging adopted for the products. Goods damaged
in transit or arriving at the destination in an unacceptable condition tarnishes the reputation of
the manufacturer as well as the country as a whole, besides colossal wastage of scarce
economic resources. Further, packaging has a crucial role to play in the fetching higher unit
values for our consumer goods (like tea and cashew) through the substitution of the bulk
16
packs by consumer packs. In the recent past packaging has been increasingly recognized as a
significant factor in the nations export promotion effort. Effort should be there to understand
the importance of packaging there by to avoid the loss and damage cost incurred during
transport and delivery. Keep in mind that a conscious effort on the part of marketing
managers can increase the volume of sales and there by improve the reputation of the product
and organization.

AN EXAMPLE OF CHANGED PACKAGING AND INCREASED SALES

PARACHUTE HAIR OIL

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It has been a long road for Parachute (the first branded coconut oil in the Indian market) and
the journey began more than four decades ago. Today the blue bottle is a strong metaphor
for the Coconut Oil category and reaches 18 million households every year. The
Parachute story is even more remarkable considering that the brand has stood the test in face
of players with deep pockets and fickle consumers with growing aspirations.

Around 1996, a decision to do a makeover was taken when research revealed that though the
brand stood for ‘purity’ and ‘coconut oil’, it was seen to be losing relevance among a younger
target audience. On the positive side, ‘Coconut’ itself had a lot of emotional values associated
with it. A decision was taken to de-link the oil element of the brand association and attempt to
completely own the ‘Coconut ‘association. This gave birth to the ‘Coconut Dream’ values
and Parachute emerged in a new avatar with new communication and contemporary
packaging.

18
The Coconut Dream was taken forward in communication at 2 levels. On the rational front, it
represented the nourishment, proteins and vitamins and on the emotional front it stood for
nurturing, caring and a mother’s love. From the initial stand of purity to that of clarity to the
Vital Nourishment, the brand has made the tough passage and gone from strength to strength.

Taking the Dream further, a Coconut Dream Centre (R&D) was formed which worked on
possible extensions for the Parachute brand. As a result there were launches of several value-
added variants that would yield a higher value per gm: Parachute Lite, Parachute Nutri sheen
Cream and liquid, Parachute Active Herbs were launched. Regional variants like Parachute
Uttam for the eastern market were also launched to give the Shalimar brand a run for its
money. Some of the sub brands have not managed to find their bearings but in all the
extension strategy has helped Parachute appropriate the coconut association.

To tackle the other end of the spectrum the loose oil consumer, Parachute launched 100 ml
pouch packs at an attractive MRP to get new users into the fold.

After having successfully used segmentation in terms of value added products, the company
has trained its focus on using Packaging Innovations to drive the brand values

The Packaging Dream

From the 15 liter tins that offered limited opportunities for branding and added to the
manufacturer’s woes in terms of costs, to the 100 ml pouches which make it easier for
the loose oil consumer to migrate to brands, packaging innovations have been vastly
responsible in building strong brands in the market. Leading this revolution has been
Parachute, which realized that consumer aspirations in this relatively unexciting category
needed to be fuelled through innovative packaging. Packaging has also successfully
leveraged to build strong brand associations and ensure that the brand maintains a strong
identity in face of high profile competition and even low priced spurious brands.

The packaging initiatives undertaken by the brand have addressed two fold objectives:

- Improvement in aesthetics

- Improvement in the functionality area: Wide Mouth Jar, Easy Jar and the Flip
Top pack with Tamper proof seal

The Easy Jar positioned as the ‘all season jar’ was launched as the ‘Kamaal ka
Dhakkan’ mainly to address the North markets where severe winters make the hair

19
oiling a challenge. The jar that offers the twin benefits of a wide mouth and has an easy pour
cap which ensures that the pack does not suffer seasonality. Last year the company was one
of the first to introduce flip top packaging with a tamper proof seal to assure purity.

The new packaging of Parachute Coconut Oil has been well received by the consumers and
contributed to growth despite strong competitive players both in the organized and
unorganized sector. The company also introduced a new 20-ml pack at a five Rupee price
point during the quarter.

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Communication Challenge

With the core values of nourishment and purity being firmly appropriated by various players,
the way to assure sustained growth for players will be by consistently addressing changing
consumer aspirations. The challenge for Parachute is to continue remaining relevant to the
hard-nosed consumer.

In a category where low differentiation exists as most of the players are ‘pure coconut oils
and brands are almost sold as commodities, Parachute has managed to carve an identity for
itself and is considered to be the ‘pure coconut oil’ that consumers prefer.

In absence of differentiation opportunities, Packaging is being used as a critical

differentiator. Packaging initiatives distinguishes the brands for consumers and also
helps prevent duplication. With a lot of spurious and ‘similar’ looking players in the
market most consumers cannot distinguish between the real and the ‘look alike’
Parachute. Consumers feel that a blue bottle (similar to Parachute’s) will have the quality of
oil that will be on par with Parachute.

The communication challenge is to leverage the “Flip top packaging with tamper proof
seal” and communicate the benefits to the consumer. Packaging should be used as an
opportunity to strengthen the brand values and associations.

The Task
1. Develop a comprehensive communication strategy recommendation to help Parachute
sharpen its relevance to the consumer

2. To understand the relevance of Packaging in the Coconut Oil category

21
Graph1: Market Shares of the Coconut Hair Oil Category for 1999. (Source: Secondary
Sources)

Market Shares : Coconut Oil

Others Parachute
23%
Shalim ar
Parachute Nihar
Coco Care 49%
10% Coco Care
Nihar
Others
8% Shalimar
10%

PURPOSE OF THE PROJECT

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The PURPOSE of my project is that I have to study the impact of the packaging change of
the bread and also the changes in sales after the change in packaging and after the
addition of vitamins and minerals. I have to study whether packaging brings about any
preferences in consumers’ choice of selection and does a better packaging leads to increased
sales. This project will thus help to study the buying patterns of the consumers and also help
to learn how the customers react to such changes brought about by the company to increase
their sales.

After the project is completed, I would be able to learn whether change in packaging of a
particular product helps increases sales of the product and what do consumers say about the
packaging. How far it is important for marketing a particular product? I would also compare
the sales figures before changing the packaging and after changing the packaging. Also I
would be able to find out whether addition of vitamins and minerals to the bread has caused
any sales increase of the bread and how far it has changed the buying decisions of the
consumers? I would study the ingredients and try to find out how they benefit the consumers.

I would also compare the prices of Britannia bread with that of its competitors. Moreover I
would also study the usage patterns and trends of the product.

Through this project, the company would also benefit. The company would come to know
whether its new packaging has attracted customers or not. How far their market share has
increased by the wrapper change and by the addition of vitamins and minerals? They would
be able to study the market and make necessary changes if required to retain its top slot.

LIMITATIONS OF THE PROJECT

1. Small sample size can cause discrepancies: The sample size which I have considered
for my project is around 120. Such a small sample size cannot give the correct results.
As Delhi is a big place with around 1 crore population. Surveying about 120 people can
cause some discrepancies in the desired results.

2. Customers unwilling to answer: Another reason due to which there might be

discrepancies in the project is that a number of times consumers are not ready to answer
what is asked from them. Either they might be in a hurry or they are not interested in
answering whatever is asked from them.

23
 3. Influence of competitors, loyalty towards other brands: Sometimes the consumers
are inclined towards a particular brand. So they do not give correct responses.

METHODOLOGY USED
The methodology that was used to undergo this project is MARKET SURVEYS. The
MARKET SURVEYS are being carried out using appropriate QUESTIONNAIRE. The
questionnaire carried all the necessary questions to get the desired results. The survey is being
conducted in different areas of Delhi.

The various PHASES required to complete the project are as follows:

1. Studying about the company history, its various manufactures etc

2. Preparing a questionnaire for retailers as well as consumers keeping in mind the aim
of the project

3. Visiting various markets and getting consumers’ as well as retailers’ responses related
to the required questionnaire

4. Preparing interim reports and analysis

5. Preparing final reports and analysis and the final project report.

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25
 COMPANY OVERVIEW

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 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. And millions of consumers will savour the results, happily ever after.

26
BOARD OF DIRECTORS

Name Designation
Mr Nusli N Wadia Chairman
Ms. Vinita Bali Managing Director
Mr George Casala Director
Mr. Keki Dadiseth Director
Mr Avijit Deb Director
Mr Stephan Gerlich Director
Mr. A K Hirjee Director
Mr Nimesh N Kampani Director
Mr S S Kelkar Director
Dr. Vijay Kelkar Director
Mr Pratap Khanna Director
Mr Jeh Wadia Director
Mr Francois Xavier Roger Director
Field Marshall Sam Director Emeritus
Manekshaw

ORIGIN OF BREAD

Till 1958, there were no breads in the organized sector and bread consumption was a habit
typified by the British. Then, a mechanized bread unit was set up in Delhi with the name
"Delbis" which produced sliced bread and packed it under the Britannia name. Thus,
Britannia was not only the pioneer, but also inculcated in the people of Delhi the habit of
eating white sliced bread.

The Mumbai unit came up in 1963, and there again Britannia was the first branded bread in
the city. From a company offering 2 packs - the 400gm and the 800gm plain white sliced
bread - Britannia has evolved into a company offering 22 packs, catering to a variety of taste
and price segments in the bread consuming market. The last couple of years also saw the
introduction of Whole Wheat Bread as a part of "Eat Healthy, Think Better" credo.

27
OTHER PRODUCTS

CAKES

Britannia entered the cake market in the year 1963 and is the top player in the market.
Britannia Cakes range is divinely scrumptious and has both Bar Cakes and Cup Cakes which
were launched in 2005. Bar Cakes are available in variants that include Fruit, Butter Sponge,
Chocolate, Pineapple, Milk, Vanilla Chocolate and Orange. Apart from being delicious, these
snacks are packed with healthy ingredients making them wholesome & delightful.
Britannia cup cakes come in vanilla and orange flavours.

RUSKS

Britannia launched its rusks in the year 2005. In a Market full of unbranded players, Britannia
rusks have stood head and shoulders above the rest in terms of sheer quality .They are made
from the finest ingredients and baked with care as they are twice as crisper as and tastier than
ordinary rusks. The communication for this mouthwatering offering is aptly “Enliven your
spirits with Britannia rusks”.

BISCUITS

HISTORY OF BISCUITS
Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits, but
do they know how biscuits began?

The history of biscuits can be traced back to a recipe created by the Roman chef Apicius, in
which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had
dried and hardened it was cut up and then fried until crisp, then served with honey and
pepper."

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus'
(meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian.
Back then, biscuits were unleavened, hard and thin wafers which, because of their low water
content, were ideal food to store.

As people started to explore the globe, biscuits became the ideal 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
28
seafaring charge, such as those in Western Europe, are the ones where biscuits are most
popular even today. Biscotti is said to have been a favourite of Christopher Columbus who
discovered America!

Making good biscuits is quite an art, and history bears testimony to that. During the 17th and
18th Centuries in Europe, baking was a carefully controlled profession, managed through a
series of 'guilds' or professional associations. To become a baker, one had to complete years
of apprenticeship - working through the ranks of apprentice, journeyman, and finally master
baker. Not only this, the amount and quality of biscuits baked were also carefully monitored.

The English, Scotch and Dutch immigrants originally brought the first cookies to the United
States and they were called teacakes. They were often flavoured with nothing more than the
finest butter, sometimes with the addition of a few drops of rose water. Cookies in America
were also called by such names as "jumbles", "plunkets" and "cry babies".

As technology improved during the Industrial Revolution in the 19th century, the price of
sugar and flour dropped. Chemical leavening agents, such as baking soda, became available
and a profusion of cookie recipes occurred. This led to the development of manufactured
cookies.

Interestingly, as time has passed and despite more varieties becoming available, the essential
ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains less protein
than the flour used to bake bread) sugar, and fats, such as butter and oil. Today, though they
are known by different names the world over, people agree on one thing - nothing beats the
biscuit!

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.

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 defence against
Mongolian invaders.

TYPES OF BISCUITS

29
Tiger Banana

Britannia is committed to help secure every child's right to Growth & Development through
good food everyday. Purposefully taking forward the credo 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.
30
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.

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

31
All kids who have relished the yummy creamy treasures of Britannia Treat in exciting
flavors, have yet another reason to celebrate! Britannia Treat launches the amazingly yummy
Treat Fruit Rollz!! These tasty soft rolls are filled with real fruits and provide a healthy yet
mouth-watering treat to the kids. Fruit Rollz comes in four masti fruit flavours - Juicy Apple,
Strawberry Surprise, Tangy Orange and Delicious Dates!

Want to know a little secret? They make the best tiffin treats! So during snack time what
better than to munch on the delicious and healthy Fruit Rollz and discover the yummy fruit
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,

32
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!

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.

THE ORIGIN OF EAT HEALTHY THINK BETTER

33
Britannia -the 'biscuit' leader with a history-has withstood the tests of time. Part of the reason
for its success has been its ability to resonate with the changes in consumer needs-needs that
have varied significantly across its 100+ year epoch. With consumer democracy reaching new
levels, the one common thread to emerge in recent times has been the shift in lifestyles and a
corresponding awareness of health. People are increasingly becoming conscious of dietary
care and its correlation to wellness and matching the new pace to their lives with improved
nutritional and dietary habits. This new awareness has seen consumers seeking foods that
complement their lifestyles while offering convenience, variety and economy, over and above
health and nutrition.

Britannia saw the writing on the wall. Its "Swasth Khao Tan Man Jagao" (Eat Healthy, Think
Better) re-position directly addressed this new trend by promising the new generation a
healthy and nutritious alternative - that was also delightful and tasty.

Thus, the new logo was born, encapsulating the core essence of Britannia - healthy,
nutritious, optimistic - and combining it with a delightful product range to offer variety and
choice to consumers.

NO.1 MOST TRUSTED FOOD BRAND IN INDIA

34
NO 1 BRAND IN METROS IN ALL CATEGORIES

35
MILESTONES ACHIEVED

The Genesis - Britannia established with an investment

1892
of Rs. 295 in Kolkata

Advent of electricity sees operations mechanized

1910
36
 Imported machinery introduced; Britannia becomes the first
1921
company East of the Suez to use gas ovens

Sales rise exponentially to Rs.16, 27,202 in 1939. During

1939 -
1944 sales ramp up by more than eight times to reach
44
Rs.1.36 crore

Britannia Biscuit Company takes over biscuit distribution

1975
from Parry's

Public issue - Indian shareholding crosses 60%

1978

Re-christened Britannia Industries Ltd. (BIL)

1979

Sales cross Rs.100 crore

1983

The Executive Office relocated to Bangalore

1989

BIL celebrates its Platinum Jubilee

1992

Wadia Group acquires stake in ABIL, UK and becomes an

1993
equal partner with Groupe Danone in BIL

Volumes cross 1,00,000 tons of biscuits

1994

37
 Re-birth - new corporate identity 'Eat Healthy, Think Better'
1997
leads to new mission: 'Make every third Indian a Britannia
consumer'

BIL enters the dairy products market

"Britannia Khao World Cup Jao" - a major success! Profit
1999
up by 37%

Forbes Global Ranking - Britannia among Top 300 small

2000
companies

BIL ranked one of India's biggest brands

2001
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

BIL launches joint venture with Fonterra, the world's second

2002
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

'Treat Duet'- most successful launch of the year

2003

38
 Britannia Khao World Cup Jao rocks the consumer lives yet
again

Britannia accorded the status of being a 'Superbrand'

2004
Volumes cross 3,00,000 tons of biscuits

Good Day adds a new variant - Choconut - in its range

Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes

2005
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

Britannia ranks No.1 Brand in the Metros across all

2007
categories

Britannia rated as the No.1 MOST TRUSTED FOOD

BRAND in a survey conducted by AC Nielsen ORG0-Marg
and published in Economic Times

GLOBAL PARTNERS

39
The Wadia Group of India along with Groupe Danone of France, are equal shareholders in
ABIL, UK which is a major shareholder in Britannia Industries Limited. GROUPE DANONE
is an International FMCG Major specializing in Fresh Dairy Products, Bottled Water and
Biscuits/Cereals. One of the World leaders in the food industry, these are some of the laurels
it possesses:

• 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

Through its three core businesses (Fresh Dairy Products, Beverages and Biscuits and Cereal
Products), GROUPE DANONE is committed to improving the lives of people around the
world by providing them with better food products, a wider variety of flavors and healthier
pleasures. Its dominant position worldwide is based on major international brands and on its
solid presence in local markets (about 70% of global sales come from brands that are local
market leaders).

GROUPE DANONE is recognized for the dynamism and strength of its brands:

• Danone: the leading brand worldwide for Fresh Dairy Products; DANONE
represents almost 20% of the international market. DANONE is present in 40
countries worldwide.
• Evian: the best selling mineral water brand, with 1.5 billion bottles sold every
year. Present in the 5 continents, in 125 countries.
• LU: the second brand worldwide, the first biscuits brand of GROUPE
DANONE, which represents almost the half of the sales for the Biscuits and Cereal
Products division. LU is mainly present in Western Europe.
• Wahaha: the leading brand for refreshing still water (water, ready made tea,
fruit juices). The brand is one of the most popular in China, with more than 1.5
billion liters of water sold each year. Its name means "the child who laughs".

Financial results:

• Net sales in 2004: 13,024 million Euros (+6.1% at comparable scope)

40
 • Operational Income: 1,706 million Euros
• Operating Margin: 13.1% (+40 base points in relation to 2004).

FINANCIAL PERFORMANCE

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
41
initiatives on commercializing 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, the 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%.

The major exceptional items during the year were:

• Compensation and amortisation of VRS costs -- Rs. 111 mn

• Profit on sale of properties -- Rs. 117 mn

42
After considering all the exceptional items, Profit before tax and Net Profit works out to Rs.
2,007 mn and Rs. 1,464 mn respectively.

Earnings per Share are Rs. 59.96 for 2005-06.

Britannia believes in giving the best value to consumers through its brands and constantly
looks for ways to enhance the overall consumer experience. 2005-06 witnessed a boost in
product innovation and renovation and as many as six new launches were executed and well
received in the market.

The Company's largest brand - Tiger, was successfully renovated with the re-staging of Tiger
Glucose and the fortification of Tiger Creams. New variants were introduced in Treat Duet
and "Pepper Chakkar" was launched under the 50:50 brand umbrella. The Company also
introduced MarieGold Doubles in a totally new to market format and a new range "Greetings"
- an assortment of biscuits was introduced during Diwali, targeted at the large gifting
opportunity.

The Company also seized the growing opportunity in adjacent categories like Cakes and the
launch of Cup Cakes was the first step in strengthening this business.

Additionally, new packaging formats were introduced in several markets to tap into attractive
price points from consumers' perspective.

Britannia will continue to invest in its brands and deliver growth through an emphasis on
brand activation, anchored by new product launches.

BONUS AND DIVIDEND HISTORY

Britannia has an excellent track record of rewarding its shareholders. The company has an
uninterrupted record of distributing dividends for several decades. The dividends declared
over the last 10 years are as under:

Year Dividend Percentage

43
 1996 40.00
1997 40.00
1998 50.00
1999 55.00
2000 45.00
2001 55.00
2002 75.00
2003 100.00
2004 110.00
2005 140.00
2006 150.00

Bonus History

Year Bonus Particulars

1961 1 equity share for every 2 shares held
1966 4 equity shares for every 10 shares held
1968 2 equity shares for every 3 shares held
1971 2 equity shares for every 3 shares held
1976 7 equity shares for every 10 shares held
1984 2 equity shares for every 5 shares held
1987 2 equity shares for every 5 shares held
1990 1 equity share for every 2 shares held
2000 1 equity share for every 2 shares held

44
COMPARATIVE STUDY OF PACKAGING OF BREADS OF
VARIOUS COMPANIES

1. BRITANNIA POPULAR BREAD ( OLD PACKAGING)

45
The packaging of the Britannia Popular White Bread (old) was Red and White in
color with 90% of transparency in the front.

46
2. BRITANNIA DAILY FRESH NUTRI-SOFT BREAD PREMIUM
SANDWICH (NEW PACKAGING)

The packaging of the Britannia Nutri-soft Bread (new) is yellow and green in color
with around 20% transparency. It is made such to retain more moisture so that bread can
last for long and keeps the bread safe as well.

47
3. HARVEST GOLD HEARTY BROWN STONE GROUND BREAD

The packaging of Harvest Gold Hearty Brown Stone Ground Bread is brown and
yellow in color with about 50% transparency.

48
4. HARVEST GOLD WHITE BREAD PREMIUM QUALITY BREAD

The packaging of Harvest Gold White Bread is blue, red, and white in color with
around 90% transparency.

49
50
5. BRITANNIA DAILY FRESH WHOLE WHEAT BREAD

The packaging of Britannia Daily Fresh Whole White Bread is yellowish brown in
color with around 20% transparency.

51
 INGREDIENT STUDY OF BRITANNIA BREAD

1. BRITANNIA POPULAR BREAD (OLD)

52
 The previous Britannia White Bread contained the following ingredients:

a) Wheat flour

b) Sugar

c) Yeast

d) Salt

e) Edible vegetable oils/ hydrogenated vegetable oils

f) Preservatives (E282)

g) Acidity Regulator (E260)

h) Emulsifiers (E471, 481)

i) Improvers (E1100, 924a)

j) Flour treatment agent (E510)

k) Antioxidant (E300)

2. BRITANNIA DAILY FRESH NUTRI- SOFT BREAD WITH 10

VITAMINS AND MINERALS

This improved Britannia Bread contains ALL THE ABOVE INGREDIENTS

AND THE FOLLOWING AS WELL:

a) Calcium (70 mg)

b) Iron ( 1.5 mg)

c) Vitamin – A (175 mcg)

d) Vitamin – D ( 0.1 mcg)

e) Vitamin – E ( 2.5 mg)

f) Vitamin – B1 ( 0.12 mg)

53
 g) Vitamin – B2 ( 0.17 mg)

h) Vitamin – B3 ( 2 mg)

i) Vitamin – B6 ( 0.15 mg)

j) Folic acid ( 40 mcg)

k) Pantothenate (0.8 mg)

l) Vitamin - B12 ( 0.5 mcg)

USES OF THE ABOVE VITAMINS AND NUTRIENTS

1. VITAMIN – A

It is useful for vision. It is useful in treating night blindness

2. VITAMIN – D

It is necessary for the absorption of calcium and phosphate. It helps in growth and
development of bones.

3. VITAMIN – E

It is a useful anti- oxidant in a wide range of disorders such as cardiac and metabolic
problems.

4. VITAMIN – B1 (Thiamine)

It acts as a co – enzyme in carbohydrate metabolism. It also plays some role in

neuromuscular transmission and hence in useful in treating neuritis (inflammation of
nerves)

5. VITAMIN – B2 ( Riboflavin)

It is useful in controlling ulcers of mouth, inflammation in the food pipe and

intestine.\

54
6. VITAMIN – B3 ( Niacin)

It used as a vasodilator, particularly for skin vessels. It also lowers plasma lipids
(cholesterol)

7. VITAMIN – B6

It plays a major role in treating peripheral neuritis (inflammation of nerve endings)

8. FOLIC ACID

It is useful in treating Anemia.

9. VITAMIN – B12

It is also useful in treating Anemia.

55
 ANALYSIS OF RETAILERS’ QUESTIONNAIRE

1. WHICH COMPANYS’ BREAD DO YOU KEEP?

The SAMPLE SIZE of the retailers taken was 60.

The retailers kept both the famous brands of breads i.e. BRITANNIA and
HARVEST GOLD. Other brands that also found place were NATIONAL,
KOHINOOR, POPULAR, COUNTRYSIDE.

56
2. WHICH BREAD RECORDS THE HIGHEST SALES?

Most of the retailers kept both the famous brands of breads i.e. BRITANNIA
and HARVEST GOLD.

The SAMPLE SIZE of the retailers taken was 60.

Out of these 60 retailers, 26 retailers said Britannia recorded highest sales. 33

said Harvest Gold recorded highest sales and 1 retailer supported a brand
different from these two.

So,

Percentage supporting Britannia: - 43%

Percentage supporting Harvest Gold: - 55%

Percentage supporting other brands: - 2%

57
 Figure 1

3. DID CHANGE IN PACKAGING OF BRITANNIA BREAD

INCREASE ITS SALES?

The SAMPLE SIZE taken was 60.

Out of these 60 retailers, 23 said that change in packaging of Britannia Bread

increased its sales. 32 said that it did not increase its sales. 5 retailers did not
respond.

So,

Percentage in favor was: - 38%

Percentage not in favor was: - 54%

Percentage of no response was: - 8%

58
 Figure 2

ANALYSIS OF CONSUMERS’ QUESTIONNAIRE

DO YOU BUY BREAD?

The SAMPLE SIZE of the consumers taken is 120.

Out of these 120 consumers, 116 consumers said that they buy bread either
frequently or rarely.

59
So,

Percentage in favor is: 97%

Percentage against is: 3%

Figure 3

1. WHICH BREAD DO YOU BUY?

Out of a SAMPLE SIZE of 116, 64 consumed Brown bread and 52 consumed

White bread.

So,

Percentage of consumers consuming Brown bread: 55%

Percentage of consumers consuming White bread: 45%

60
 Figure 4

2. WHEN DO YOU MOSTLY CONSUME BREAD?

Out of a SAMPLE SIZE of 116, 5 said they consume bread only on weekdays,
52 said they consumed bread only on weekends and 59 said they consumed
bread both on weekdays and weekends.

So,

Percentage of people consuming only on weekdays: 4%

Percentage of people consuming only on weekends: 45%

61
Percentage of people consuming bread both on weekdays and weekends: 51%

Figure 5

3. WHICH COMPANY’S BREAD DO YOU BUY?

Out of a sample size of 116, 65 consumers preferred Britannia, 46 consumers

preferred Harvest Gold and 5 consumers preferred Other Brands.

So,

Percentage opting for Britannia: 56%

Percentage opting for Harvest Gold: 40%

62
Percentage opting for Other Brands: 4%

Figure 6

4. ARE YOU AWARE OF THE CHANGE IN PACKAGING OF

BRITANNIA BREAD?

Out of a SAMPLE SIZE of 116, 88 were aware about the change in packaging
while 28 were not.

So,

Percentage of people aware is: 76%

63
Percentage of people unaware: 24%

Figure 8

5. WHICH PACKAGING DID YOU PREFER?

Out of 65 consumers who preferred Britannia bread, 38 preferred the

current packaging, 22 people were not sure and 5 people preferred the
previous packaging.

So,

64
 Percentage of people preferring the current packaging is: - 58%

Percentage of people preferring the previous packaging is: - 8%

Percentage of people not sure is: - 34%

Figure 9

6. DO YOU THINK THE CHANGE IN PACKAGING OF BREAD

INCREASES SALES?

65
Out of a SAMPLE SIZE of 116, 44 people said change in the packaging does
not increase sales while 39 people said it increase sales and 33 people did not
reply.

So,

Percentage of people in Favor is: - 34%

Percentage of people Not in Favor is: 38%

Percentage of people who Did Not Reply is: - 28%

Figure 10

7. ARE YOU AWARE OF THE ADDITION OF VITAMINS AND

MINERALS TO THE BRITANNIA BREAD?

66
Out of a SAMPLE SIZE of 116, 70 people were aware of the addition of the
health ingredients and 46 were not.

So,

Percentage of people aware is: 60%

Percentage of people unaware is: 40%

Figure 11

8. DOES THE ADDITION OF VITAMINS AND MINERALS CHANGE

YOUR DECISION OF BUYING THE BRITANNIA BREAD?

67
Out of a SAMPLE SIZE of 116, 108 agreed and 8 were not sure.

So,

Percentage of people agreeing is: 93%

Percentage of people not sure is: 7%

Figure 12

SALES FIGURES

68
Month Sales ( in tones)

Nov 2007 5025

Dec 2007 6135

Jan 2008 6650

Feb 2008 6745

March 2008 6503

April 2008 5743

GROWTH RATE

For December – ((6135 – 5025) / 5025)* 100 = 22%

For January – ((6650 – 6135) / 6135) * 100 = 8.3%

For February – ((6745 – 6650) / 6650) * 100 = 1.4%

For March – ((6503 – 6745) / 6745) * 100 = -3.5%

For April – ((5743 – 6503) / 6503) * 100 = -11.6%

RESULT
1. The sales of Britannia Bread increased by 22% from November to December.

2. The sales of Britannia Bread increased by 8.3% from December to January.

3. The sales of bread increased by 1.4% from January to February.

4. The sales of bread decreased by 3.5% from February to March.

5. The sales of bread decreased by 11.6% from March to April.

ANALYSIS
69
1. The sale of Britannia Bread is more in the Winters. The sales also depend
upon Seasonality. In winters, the sale is more because in winters, housewives
mostly prepare bread in the breakfast. Bread Pakoras and other food items
made from Bread are mostly consumed in winters.

2. In Summers like in the month of April, the sale of Bread is less because
people tend to eat less in summers.

3. In March, the sale decreases because Navratras also occur in March. So the
sale is less.

PROMOTIONAL STRATEGIES FOLLOWED BY BRITANNIA

70
The various promotional strategies followed by BRITANNIA after change in packaging and
addition of health ingredients are:

1. Britannia started providing the retailers PLASTIC POLYBAGS which had Britannia
Advertisement on them. These Polybags were of the same color as that of the New
Britannia Packaging. The retailers were told to give these Polybags to the customers
who bought Britannia Bread.

2. The information about the Addition of 10 Vitamins and Minerals was printed on
the New Packaging at a place such that every customer can see it. Moreover the
names of all the Vitamins and Minerals were also mentioned on the back side of
the Packaging. All these details were also given on the Polybags.

71
CONCLUSIONS
72
The Conclusions drawn from the project done are as follows:

1. Britannia’s New Bread with 10 Vitamins and Minerals is a healthy eatable. All these
health ingredients are useful to the body in some way or the other.

2. According to the survey done, the Retailers say that Harvest Gold records the highest
sales.

3. 38% of the retailers said that the change in packaging of the Britannia Bread increased
the sales.

4. Brown Bread is mostly preferred by consumers these days as it contains fewer

calories.

5. Bread being a Daily Consumable Product is consumed both at weekdays and weekends.

6. The Customers that were surveyed preferred Britannia over Harvest Gold.

7. More than 50% of the consumers preferred the current packaging of the Britannia
Bread as compared to the previous one look wise.

8. 34% of Consumers say that the change in packaging of Britannia Bread will increase its
sales as compared to previous figures.

9. Consumers seem to change to Britannia due to addition of Vitamins and Minerals

but most of them to the Britannia’s Brown Bread.

73
10. Thus packaging can affect the sales of a particular product in numerous ways but
this also depends upon what type of product the customer has brought. If it is a
daily consumer product then packaging might not affect the sales in large numbers
for example, milk and bread, but if it is not a daily consumer product, then
packaging might increase the sales in large numbers for example, perfumes .

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 RECOMMENDATIONS

My recommendations for the company are as follows:

1. The BRITANNIA INDUSTRIES LIMITED should advertise the change of

packaging and addition of Vitamins and Minerals by any means so that more and
more people come to know about the both. This would help increase the sales of
Britannia Bread.

2. The company should promote more of its Brown Bread as it is slowly and steadily
becoming favorable among the consumers. Today most of the consumers are aware of
just the Brown Bread by Harvest Gold. The production of the Brown Bread should be
more and it should be available at all the outlets.

3. The distribution of the New Plastic Polybags with all the details about the New
Britannia Bread should be increased. That would definitely attract customers and the
retailers might also promote the brand.

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 QUESTIONNAIRE

1. Which companys’ bread do you keep?

2. Which bread records the highest sales?

____________________________________________________________________

3. What are the Britannia sales?

4. Is there any effect of packaging on the sales of Britannia Bread?

a) Yes

b) No

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79
 QUESTIONNAIRE

1. Do you buy bread?

a) Yes

b) No

2. IF YES, then which bread do you buy?

a) White

b) Brown

3. When do you mostly consume bread?

a) Weekdays

b) Weekends

c) Both

4. Which company’s bread do you buy?

a) Britannia

b) Harvest Gold

c) Any other ___________________

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5. Why do you buy this company’s bread?

6. Which of the following features will let you change your preference while buying bread?
( you can mark more than one)

a) Health aspect ( addition of vitamins and minerals)

b) Cost

c) Packaging

d) Promotion

e) Any other ___________________

7. Are you aware of the change in packaging of Britannia bread?

a) Yes

b) No

8. Which packaging did you prefer?

a) Previous

b) Current

9. Do you think the change in packaging of bread increases sales?

a) Yes

b) No

10. If YES, then why and if NO then why not?

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11. Are you aware of the addition of vitamins and minerals to the Britannia bread?

a) Yes

b) No

12. Have you come across any change in taste and quality of the bread?

a) Yes

b) No

13. Does the addition of vitamins and minerals change your decision of buying the Britannia
bread?

a) Yes

b) No

REFERENCES

1. Kotler Philip, Marketing Management, 11th ed, Pearson Education, 2004.

2. Malhotra Naresh K, Marketing Research, 5th ed, Pearson Education, 2007.

3. www.google.com
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4. www.britannia.co.in

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