OBJECTIVE

To help me to understand the consumer needs and thus modify my promotion mix with respect to the competitive market to make my product more friendly for the consumer market. To enhance the consumer producer bond as the product is made known to the customer on the personal selling level in its very early stages of introduction. To retain the customers of britannia and to reach every level of society.

INDUSTRIAL DETAIL
What are FMCGs?
WE regularly talk about things like butter, potato chips, toothpastes, razors, household care products, packaged food and beverages, etc. But do we know under which category these things come? They are called FMCGs. FMCG is an acronym for Fast Moving Consumer Goods, which refer to things that we buy from local supermarkets on daily basis, the things that have high turnover and are relatively cheaper.

FMCG Products and Categories

Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps) Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper products; Household care fabric wash including laundry soaps and synthetic detergents; household cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito repellents, metal polish and furniture polish.

SECTOR OUTLOOK
FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 60,000 crores. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural India.

FMCG INDUSTRY
FMCG INDUSTRYalternatively called as CPG(consumer packaged goods) industry primarily deals with the production,distribution and marketing of consumer packaged goods.Some of the prime activities of FMCG industry are selling ,marketing, financing, purchasing,etc.The industry also engaged in operations,supply chain,production and management.

FMCG INDUSTRY ECONOMY

2

FMCG industry provides a wide range of consumables and accordingly the amount of money circulated against FMCG products is also very high. FMCG industry is regarded as the fourth largest sector with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New Zealand which accounts for 5% of Gross Domestic Product (GDP).

COMMON FMCG PRODUCTS

Some common FMCG product categories include food and dairy products, glassware, paper products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing and stationery, household products, photography, drinks etc. Some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc.

LEADING FMCG COMPANIES

Some of the well known FMCG companies are Sara Lee, Nestl, Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc.

SCOPE OF THE SECTOR

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy. FMCG Sector is expected to grow by over 60% by 2010. That will translate into an annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010.

GROWTH PROSPECTS
With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook.

Because of the low per capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. Rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care, and hot beverages. Within the foods segment, it is estimated that processed foods, bakery, and dairy are long-term growth categories in both rural and urban areas.

Indian Competitiveness and Comparison with the World Markets Availability of raw materials
Because of the diverse agro-climatic conditions in India, there is a large raw material base suitable for food processing industries. India is the largest producer of livestock, milk, sugarcane, coconut, spices and cashew and is the second largest producer of rice, wheat and fruits &vegetables. The availability of these raw materials gives India the location advantage.

Presence across value chain

Indian companies have their presence across the value chain of FMCG sector, right from the supply of raw materials to packaged goods in the food-processing sector. This brings India a more cost competitive advantage. For example, Amul supplies milk as well as dairy products like cheese, butter, etc.

TOP 10 FMCG COMPANIES

S. NO. Companies 1. 2. Hindustan Unilever Ltd. ITC (Indian Tobacco Company)
4

3. 4. 5. 6. 7. 8 9. 10.

Nestl India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

The Marketing Communications or Promotional Mix

Your marketing plan will be executed by using the tactical elements of the Marketing Communications, or Promotions Mix.

The elements of the marketing communications mix The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives. Definitions: Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Personal selling - Personal presentation by the firms sales force for the purpose of making sales and building customer relationships. Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service. Public relations - Building good relationships with the companys various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events. Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. Setting the Promotion Mix When deciding how to properly utilize the marketing communications mix to meet your marketing objectives, it is important to consider the relative strengths and weaknesses of each component of the mix. Further, you must always define your total budget first (generally defined in the Marketing and/or Business Plan) and then decide upon the best way to leverage
6

the different elements of the mix to maximize the return on your investment. You will balance the various parts of the mix to not only create an integrated approach to your marketing communications but you must also devote enough resources for each component to be successful. Here are some things to keep in mind:

Reaches large, geographically dispersed audiences, often with high frequency; Low cost per exposure, though overall costs are high; Consumers perceive advertised goods as more legitimate; Dramatizes company/brand; Builds brand image; may stimulate short-term sales; Impersonal, one-way communication; Expensive

Most effective tool for building buyers preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship-oriented; Buyers are more attentive; Sales force represents a long-term commitment; Most expensive of the promotional tools

May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response; Short-lived; Not effective at building long-term brand preferences

Highly credible; Very believable; Many forms: news stories, news features, events and sponsorships, etc.; Reaches many prospects missed via other forms of promotion; Dramatizes company or product; Often the most under used element in the promotional mix; Relatively inexpensive (certainly not 'free' as many people think--there are costs involved)
7

Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts When deciding upon your unique marketing communications mix, you should also consider the Product Life Cycle. Here are some general guideline as to how and when to emphasize different parts of the mix according to the stages of a typical product life cycle:

Product Life Cycle

Pre-Introduction: Light advertising, pre-introduction publicity

8

Introduction: Heavy use of advertising, public relations for awareness, sales promotion for trial Growth: Advertising, public relations, branding and brand marketing, personal selling for distribution Maturity: Advertising decreases, sales promotion, personal selling, reminder & persuasion Decline: Advertising and public relations decrease, limited sales promotion, personal selling for distribution Next let's briefly walk through each of the various parts of the marketing communications mix.

HISTORY
The story of one of India's favourite brands reads almost like a fairy tale. Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Britannia mechanised 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" .

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
9

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 recognised 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.

10

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.

VISION
Our vision is to make every third Indian a Britannia consumer.

MISION
Our market are poised for exciting time. As a successful organization we must notoly keep pace with consumer expectation, but also anticipate them. Our new identity is to lay the base to project our future as a successful foodcompany,a company that provides high quality and tasty yet healthy food and beverages, Nusli Wadia, Chairman, Britannia Industries Limited. "I conform to the view that there are three kinds of companies - those that watch things happen; those that make things happen; and those that wonder what happened. We certainly wish to make things happen..My personal commandment is Do unto others what you don't wish Done unto you. It's not the big who swallow the small, it is the fast who swallow the slow"

11

CODE OF CONDUCT
The reputation that Britannia has built over the years for high ethical standards is one of our greatest business assets. To share the responsibility to preserve and enhance this asset, the company has documented the Code of Business Conduct (COBC) for its employees. This handbook covers the Code in detail. 1. Responsibilities of Employees of Britannia Maintaining ethical standards, including appropriate accounting controls; Identify, surface and resolve ethical issues with great speed; Corporate assets (physical and intellectual) must not be used for personal benefit; Exercise good judgment and standards of good taste when creating company records, including e-mail; Maintain company records accurately and retain them in accordance with law.

2. Workplace Responsibilities Being committed to fair employment practices; Being committed to a workplace free from drugs and any kind of harassment or intimidation of employees; Being committed to the safety of our employees;
12

Being committed to discipline at workplace; Compliance with appropriate laws and internal regulations.

3. Representing Britannia to Customers and Other External Constituencies

Treating customers, suppliers and competitors fairly; Maintaining high standards of quality; Speeches, media interviews, and other public appearances in connection with Britannia must first be approved internally; Preparing accounts accurately and maintaining records; Ensuring not to use unfair and misleading statements when marketing Britannia products and services;

4. Privacy / Confidentiality Protect proprietary and confidential information at all times in accordance with applicable law; Keep customer information secure at all times, as a sacred trust given to the company by our customers; Keep employees' information confidential.

5. Investments and Outside Activities Trading in the securities of Britannia or any other company while in possession of "inside" information is illegal; Avoiding real or perceived conflicts of interest in areas including investments or outside business activities, among others. 6. Corporate Social Responsibility Catering to the national interest Committed to be a good corporate citizen The company prohibits any payment of bribes.

13

MILESTONES
1892

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

1910

Advent of electricity sees operations mechanized

1921

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

1939 1975 Britannia Biscuit Company takes over biscuit distribution from Parry's 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

14

1983

Sales cross Rs.100 crore

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

2000 BIL ranked one of India's biggest brands No.1 food brand of the country

2001 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 15

Chocolate Cream, Orange Cream, and Litetime)

MANAGEMENT TEAM

16

ANURADHA NARASIMHAN - Category Director - Health & Wellness ASHOK KUMAR GUPTA - General Manager - Accounts & Planning GAUTAM BANERJEE - General Manager - Materials R K AGRAWAL - Supply Chain Director for New Business Development R S SUBRAMANIAM - General Manager - Manufacturing, Engineering and Projects R. ANAND - Business Operations Director SHALINI DEGAN - Category Director - Delight & Lifestyle T S VENKETRAM - General Manager - Engineering Projects & Technology VINOD MENON - Head - Dairy Business BALAJI REDDIPALLI - Head Replenishment N. VENKATARAMAN - General Manager - Commercial B. PRASHANTH - Head of R&D Dr. K.N. SHASHIKANTH - Corporate Quality Assurance Manager P. GOVINDAN - Company Secretary & Head of Legal SHRIDHAR PANSHIKAR - National Sales Manager VALIVETI V PADMANABHAM - Head - Corporate IT

17

PRODUCT OVERVIEW
For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials specially designed for people with diabetes. There's no longer a need to avoid snacks or go hungry while traveling or at work. Rather approach snacking in a healthy way with our Oat Cookies.

BRITANNIA NUTRICHOICE RAGI COOKIES

NutriChoice Ragi Cookies are scientifically created to suit the special lifestyle and nutrition needs of diabetics to manage extreme swings in blood sugar levels. Ragi helps lower blood glucose levels and in a rich source of magnesium, which is instrumental for the production of important enzymes.

VEG CAKES 100% vegetarian cake with all the softness and delight a cake should have. Grab a pack of Britannia Veg Cake today. Masti ka Green Signal!

NUTRI CHOICE HEALTH STARTER KIT

18

2010 - Britannia Nutrichoice launches a New Year pack - the Nutrichoice Health Starter Kit . Created for everyone who makes a New Year resolution to become healthy and does not follow through on it. The Health Starter Kit contains a range of healthy biscutis - 1 pack each of Nutrichoice HiFiber Digestive, Nutrichoice 5 Grain and Nutrichoice Nature Spice Cracker.

NUTRICHOICE 5 GRAIN
Britannia NutriChoice 5 Grain Biscuits are a perfect answer to those looking for healthy eating options without as much making a compromise on taste, or convenience, or health. Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket meals packs, so that one is never far away from pacifying hunger on the move.

TIGER BANANA
TIGER - TIGER BANANA - power packed with IRON ZOR & and with the delightful taste of banana. A Rs.4 pack has as much IRON ZOR as that in 1 kg of Banana.

NUTICHOICE SUGAR OUT

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.

19

NUTRICHOICE DIGESTIVE BISCUITS

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. 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.

TREAT FRUIT ROLLZ Fruit Rollz comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy Orange and Delicious Dates! 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.

NEW BRITANNIA MILK BIKIS

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. 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.

20

JOINT VENTURES
Britannia Industries Ltd (BIL) has acquired a strategic stake in Daily Bread, a Bangalore-based boutique manufacturer and retailer of high-end bakery products, which includes a variety of European breads, pastries and savouries. Daily Bread is an equal joint venture floated by CCD and Mr Arjun Sekri, which operates in both the institutional and retail segments.

Britannia Industries, Indias largest processed food company, has signed an agreement with Fonterra Brands (Mauritius Holding) Ltd, Mauritius, for acquiring the latters 49 per cent equity and preference shareholding in Britannia New Zealand Foods Pvt Ltd (BNZF), their dairy joint venture.

The move comes soon after Groupe Danone SA, the worlds biggest yogurt maker, agreed to sell its 25.5 per cent stake in Britannia to its Indian partner, the Wadia group. This gives the latter 51 per cent control of Britannia.

Fonterra Cooperative Group Ltd, the New Zealand-based parent firm which has decided to entirely divest to Britannia, is the worlds largest dairy products exporter, with annual revenue of more than $4 billion. This joint venture was formed in early 2002.

21

CORPORATE SOCIAL RESPONSIBILITY

Company continues to pursue its Corporate Social Responsibility by driving the Nutrition agenda in India. It is a well documented statistic that India suffers from wide spread micronutrient deficiency - the most notable being Iron Deficiency or Anaemia which affects 70% of the Indian population.

Company continues to support NGOs like the Navjyoti Foundation by supplying Iron Fortified biscuits - you may be pleased to note that within 3 months of supply of these biscuits, children showed a significant improvement in Iron status with a rise in Haemoglobin levels from around 8 to around 12.

Company pursues relevant partnerships with key organizations in Nutrition like GAIN (Global Alliance for Improved Nutrition), UNWFP (United Nations World Food Program), WBI (World Bank Institute) etc.

Company has been recognized for its CSR efforts by the global non-partisan organization CGI - Clinton Global Initiative. Out of 1,200 organisations that are part of the CGI.Companys progress on its nutrition commitment was acknowledged at the closing plenary and Company was asked to present a progress update in front of a global audience of Heads of States, industry and NGO representatives and international media in New York in September 2009.

Company is in the process of setting up a foundation under the name and style of the Britannia Nutrition Foundation which will primarily work towards betterment of the undernourished segments of our society and will be supported by an external expert advisory board. To advance this process, your Company had organized a well attended technical seminar on Addressing Malnutrition in India on 12 October 2009 in New Delhi.

Britannia Nutrition Foundation

22

http://www.britannia.co.in/bnf/aboutus.html

To secure Every Childs Right to Growth and Development through Right 2 Nutrition.
Objective of the Britannia Nutrition Foundation (BNF)

Setting up the Britannia Nutrition Foundation was a small step that we took to address the issue regarding child malnutrition. Britannia Nutrition Foundation is an independent, autonomous, non-profit entity that will leverage the strength through Britannias wide stakeholder network to address the issue of Child Nutrition.

We see BNF working proactively to secure every childs right to growth and development through catalyzing thought and action that drives a meaningful nutrition agenda.

What it is:
An independent, Autonomous, non-profit body that leverages the strengths of Britannias wide stakeholder network to address Child Malnutrition through scientific knowledge building and dissemination, driving awareness and education, and creating a platform for action.

Why BNF?
1. Commitment to Health & Well-Being of most vulnerable population of India i.e. children (33% population below 14 years) and being aware that child-under nutrition is not an isolated phenomenon, but linked to maternal under-nutrition, in vitro undernutrition, and to under-nutrition of adolescent girl 2. To demonstrate the strength & durability of Britannias commitment to health and enable the brand to play a significant civic role in social community through concrete action 3. BNF will enable BIL to reach the vulnerable sections of society with products/solutions of public health relevance

Mission

23

The foundation provides information, guidance and support and a platform for action to help secure every childs right to growth and development through driving thought and action about "Right 2 nutrition"

Promise
BNF proactively works towards securing every childs right to growth and development through catalyzing thought and innovative action about nutrition.

METHODOLOGY

24

Research Design: Descriptive Study Data Type: Primary data and Secondary data Primary data is collected through questionnaire and Secondary data is collected through Britannia website, internet, etc. Research Instrument: Questionnaire Sample Size: 30 Target population consumers of Britannia. Sampling location: Noida-sector: 62. Analytical tool: Pie chat

Limitations: Sample taken may not represent the whole population. Persons may not give the genuine answers.

DATA COLLECTION
1.DO YOU LIKE THIS TYPE OF PACKAGING?

25

A.YES B.NO-

25 5

Out of 30 sample size 25 people liked this kind of packaging and 5 dont like the packaging.

2.WHAT CHANGES CAN BE DONE? A.packagingB.sizeC.costD.quantity3 5 15 7

26

Out of 30 sample size 15 people said to lower the cost of the gift pack to make it pocket friendly. 7 people said to increase the quantity according to the cost of the packaging.

3.DO THIS PRODUCT NEED ADVERTISMENT AND PROMOTION FOR CONSUMER MARKET? A.YES B.NO 22 8

Out of 30 sample size 22 people said that this product needs advertisement for consumer market and 8 said no.

4.FROM WHICH SOURCE YOU CAME TO KNOW ABOUT THIS PRODUCT? A.NEWSPAPER5

27

B.MAGAZINEC.TELIVISIOND.RADIO-

2 13 4

E.DIRECT SELLING AGENCY-3 F.OTHERS3

Out of 30 sample size most of the people came to know about the product through television.

5.WHAT CAN BE THE BEST GIFT ACCORDING TO YOU?

A.COOKIESB.CHOCOLATESC.CAKESD.SWEETS-

13 6 3 6

E.OTHERS 2

28

Out of 30 sample size 13 people prefer to gift cookies as gift and then most people like chocolates n sweets for gifting purpose.

6.WHAT KIND OF PROMOTION WILL YOU PREFER? A.CASH DISCOUNTB.GIFT OFFERSC.REWARD POINTSD.OTHERS..20 5 3 2

Out of 30 sample size 20 people said that they prefer cash discount more than other offers.

7.WHAT FORM OF SELLING IS MORE PREFERRED BY YOU?

A.DIRECT SELLINGB.INTERNET-

15 5
29

C.RETAIL SHOP-

D.TELEPHONIC SELLING- 3

Out of 30 sample size 15 people said that they like direct selling and 7 said that they prefer retail shopping.

8.DO you find the product is qualitative enough for the consumer market? a.yes- 23 b.no7

Out of 30 sample size 23 people said that product is qualitative for the consumer market and 7 said no.

30

CONCEPTUAL DISCUSSION
During this research I came to know about the importance of Promotion Mix in marketing of any product in the consumer market. A good advertisement create a good image of a product in the mind of consumer and motivate them to buy that product. It also create brand image and show that it is a legal product to buy. Sales promotion by giving cash discount/coupons/ price off etc make customers happy and a strong bond is created between the brand and the customers. Giving personal attention to the customers and saving their time is very important factor of promotion mix. It helps in maximizing the satisfaction level of the customers. Estimation of an effective promotion mix can lead to the success of the product because todays environment is very much competitive and to survive in the long run a company should not ignore this area to work upon.

31

FINDINGS
1. The gift pack Britannia shubhkamnaye is a quality product for the consumer market.

2. Most of the people like to gift this type of packs on occasion because sweets are now out of fashion.
3. Telivision advertisements are more successful for the promotion of the product.

4. Most of the people prefer cash discount instead of gift offers and other options. 5. Direct selling is more attractive than other mode of selling.

32

CONCLUSION

Company is doing good in consumer market and the BSK pack is a success.As this pack is made only for gift purpose so company provide special attention towards the cuctomer.Supply chain of the company is very good in the market and its demand is really high.It is considered as a brand name and a very tough competitor for other FMCG companies.The quality of the product is very good and it is capable of satisfying the consumer needs. Company is also paying attention towards the different kind of promotion for the product to make it successful in the consumer market.

SUGGESTIONS
33

1. The cost of BSK pack should be reduced to make it more pocket friendly
2. Attractive advertisement should be made for the promotion of the gift pack, and

banners and hoardings should be placed in the market.

3. The quantity of the product inside the pack should be increased for the value of

money. 4. Cash discount should be provided rather than gift offers. 5. Direct selling should be most preferred than other modes.

APPENDICES
1.DO YOU LIKE THIS TYPE OF PACKAGING?
34

A.YES B.NO-

2.WHAT CHANGES CAN BE DONE? A.packaging B.size C.cost D.quantity 3.DO THIS PRODUCT NEED ADVERTISMENT AND PROMOTION FOR CONSUMER MARKET? A.YES B.NO

4.FROM WHICH SOURCE YOU CAME TO KNOW ABOUT THIS PRODUCT? A.NEWSPAPER B.MAGAZINE C.TELIVISION D.RADIO E.DIRECT SELLING AGENCY F.OTHERS

5.WHAT CAN BE THE BEST GIFT ACCORDING TO YOU? A.COOKIES B.CHOCOLATES

35

C.CAKES D.SWEETS E.OTHERS

6.WHAT KIND OF PROMOTION WILL YOU PREFER? A.CASH DISCOUNT B.GIFT OFFERS C.REWARD POINTS D.OTHERS..

7.WHAT FORM OF SELLING IS MORE PREFERRED BY YOU? A.DIRECT SELLING B.INTERNET C.RETAIL SHOP D.TELEPHONIC SELLING

8.DO you find the product is qualitative enough for the consumer market? A.YES B.NO

BIBLIOGRAPHY

1. www.britanniaindustriesltd.com 2. www.answer.com 3. www.naukrihub.com 36

37