A study on “ Effectiveness of Brand strategy of Britannia Biscuits “
8075757 Marketing Survey on Britannia Biscuits
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Transcript of 8075757 Marketing Survey on Britannia Biscuits
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PROJECTPROJECT
ONON
PROJECT GUIDE: SUBMITTED BY:PROJECT GUIDE: SUBMITTED BY:
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Mrs. Susheela Chamoli Mayank Parihar
Indu Linggi
Danish Khan
Vineet Daftari
Samarjeet Chauhan
Dhruv Sehrawat
FW 08-10/ FD-2
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CONTENTS
!knowledgement
Prefa!e
"#e!utive Summary
$%je!tive of the &roje!t
'esear!h Methodology.
Literature 'eview
Com&any Profile
(rade Profile
Marketing Plan
Management )ierar!hy
Com&arison with other %usiness
*ovt. &oli!ies related to %usiness
%out the to&i! +Market Potential,
-indings nd nalysis
Limitation
Summary!on!lusion
Suggestions'e!ommendations
/i%liogra&hy
nne#ure
0ord of (hanks
1uestionnaire
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ACKNOWLEDGEMENT
work is never a work of an individual. 0e owe a sense of gratitude to the
intelligen!e and !o2o&eration of those &eo&le who had %een so easy to let usunderstand what we needed from time to time for !om&letion of this e#!lusive
&roje!t.
0e want to e#&ress our gratitude towards Mrs. Susheela Chamoli3 Marketing
-a!ulty3 IIPM Delhi for giving us an o&&ortunity to do this &roje!t.
Last %ut not the least3 we would like to forward our gratitude to our friends 4
other fa!ulty mem%ers who always endured us and stood %y us and without
whom we !ould not have envisaged the !om&letion of our &roje!t.
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PREFACE
(o start any %usiness the su!!ess entirely de&ends on the marketing resear!h
done a%out the &arti!ular and the !onsumer attitude towards the &rodu!t.
Marketing resear!h &lays a vital role in a %usiness to make it su!!ess.
0e have tried to &ut our %est effort to !om&lete this task on the %asis of skill that
we have a!hieved during our studies in the institute.
0e have tried to &ut our ma#imum effort to get the a!!urate statisti!al data.
)owever we would a&&re!iate if any mistakes are %rought to us %y the reader.
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EXECUTIVE SUMMARY
fter going thi!k on the things3 now time is to make a !om&lete &i!ture. 0hile
making a &rodu!t a SK5 +sto!k kee&ing unit, of the sho& retailers think a%out the
*M'$I +gross margin return on investment, and they &romote the %rand whi!h
&rovides them highest. (hey e#&e!t return in the form of &rofit margin3 !om&any
s!hemes3 window dis&lay and referen!e of the sho&. mong these3 !om&any
s!hemes make the differen!e and are the highest sour!es of motivation after
&rofit margin. 'etailing demands a !onstant &ush from the !om&any.
Marketer needs to use advertising and %rand %uilding strategies to address the
dis!erning %uyers and retail &ush to in different %uyers. (he manufa!turer should
understand !onsumer %ehavior %e!ause retailers !an6t hel& 7uality and &ri!e. It is
only u& to manufa!turers to deliver what !onsumer wants. I need to stress on it
%e!ause 89: retailers said that it is demand why they sell /ritannia. ;
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CONSUMER BUYING BEHAVIOR
5nderstanding the %uying %ehavior of the target market is the essential task of
marketing management under marketing !on!e&t. (he !onsumer market !onsists
of all the individuals and households who %uy or a!7uire good and servi!es for
&ersonal !onsum&tions. (he %uying %ehavior tries to find out the answers for the
7uestions3 who %uys= )ow do they %uy= 0here do they %uy= Do they %uy=
A! FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR
(here are four major fa!tors that influen!e the %uying %ehavior su!h as !ultural
fa!tors3 so!ial fa!tors3 &ersonal fa!tors3 and &sy!hologi!al fa!tors.
i. CULTURAL FACTORS"Culture is the most fundamental determinant of a
&erson wants and %ehavior. Values3 &er!e&tions3 &referen!es3 and
%ehavior are the main varia%le under !ulture of an individual. "a!h !ulture
!ontains su%2!ulture like nationality3 religious grou&3 geogra&hi!al area3
and linguisti! divisions et!.
ii. SOCIAL FACTORS" !onsumer %ehavior is also influen!ed %y so!ialfa!tors su!h as the !onsumer referen!e grou& family and so!ial roles and
status.
iii. PERSONAL FACTORS" %uyer de!ision is also influen!ed %y his or
&ersonal !hara!teristi!s3 nota%ly the %uyers age3 lifestyle3 o!!u&ation3
e!onomi! !ir!umstan!es et!.
PSYCHOLOGICAL FACTORS" a &erson %uying !hoi!e is also influen!ed %y
four major &sy!hologi!al fa!tors su!h as motivation3 &er!e&tion3 learning %elief
and attitudes.
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B! BUYING DECISION PROCESS
It in!ludes %uying roles3 ty&es of %uying and ste&s in %uying &ro!ess.
I# BUYING ROLE
(he %uying role !ould %e !lassified into four &arts. (hese are initiator3 influen!er3
de!ider and %uyer.
II# TYPES OF BUYING BEHAVIOR
Consumer de!ision taking varies with the ty&e of %uying de!ision. (here are four
ty&es %uying %ehavior su!h as Com&le# %uying %ehavior3 )a%itual %uying
%ehavior3 Variety seeking %uying %ehavior.
III# STAGES IN BUYING DECISION PROCESS
)ere are five stages in %uying de!ision &ro!ess namely &ro%lem re!ognition
sear!h3 evaluation of alternatives &ur!hase de!ision and &ast &ur!hase %ehavior.
NEED RECOGNITION
(he %uying &ro!ess starts with the %uyer6s re!ognition of a &ro%lem of need. (he
%uyer senses a differen!e %etween his a!tual state and desired state.
INFORMATION SEARCH
(here are different sour!es from where a !onsumer !an gather information like
&ersonal sour!es !ommer!ial sour!es3 e#&erimental sour!es.
EVALUATION OF ALTERNATIVES
fter gathering information a%out different &rodu!ts the !ustomer will %e in a fuss
as to !hoose whi!h &rodu!t among the mainly alternatives !onsumer usually
evaluate the alternatives on traditional %asis3 on the %asis of utility fun!tion et!.
from the many alternative !onsumers at last !hoose the %est one for him.
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PURCHASE DECISION
!onsumer who de!ides to e#e!ute &ur!hase intention will %e making u& to five
&ur!hase de!isions.
POST PURCHASE BEHAVIOR
fter &ur!hasing the &rodu!t and servi!es the !onsumer will e#&erien!e some
level of satisfa!tion or dissatisfa!tion with the &rodu!t and servi!es that will
influen!e su%se7uent %ehavior. If !onsumer is satisfied he may show the
&ro%a%ility of %uying the &rodu!t the ne#t time3 satisfied !ustomer will say goodthing a%out the &rodu!t3 &roving the statement that >satisfied !ustomer is the %est
advertisement.? dissatisfied !ustomer may take some a!tion against it. (hey
may try to redu!e the dissonan!e %y a%andoning returning the &rodu!t.
5nderstanding !onsumer needs and %uying &ro!ess is the foundation of any
!om&any. /y understanding how %uyers go through &ro%lem re!ognition3
information sear!h evaluation of alternatives3 the &ur!hase de!ision and &ost
&ur!hase %ehavior marketers !an &i!k u& many !lues as to how to meet %uyers
need.
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LITERATURE REVIEW
M$%&'()*+
Marketing is a so!ietal &ro!ess %y whi!h individuals and grou&s o%tain what they
need and want through !reating3 offering and freely e#!hanging &rodu!ts and
servi!es of value with others or other wise it is the &ro!ess of &lanning and
e#e!uting the !on!e&tion3 &ri!ing3 &romotion and distri%ution of ideas3 goods3
servi!es to !reate e#!hanges that satisfy individual and organi@ational goals.
M$%&'()*+ S(%$('+,
Marketing strategy is a set of o%je!tives3 &oli!ies and rules that leads the
!om&anyAs marketing efforts. It is the marketing a&&roa!h to a!!om&lish the
%read o%je!tive of the marketing a&&roa!h to a!!om&lish the %read o%je!tive of
the marketing &lan. (he various &ro!ess of marketing strategy are given %elow.
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M$%&'( '+.'*($()* $* ''()*+ ($%+'( .$%&'(
It is an effort to in!rease a !om&anyAs &re!ision marketing. (he starting &oint of
any segmentation dis!ussion is mass marketing. In mass marketing3 the seller
engaged in the mass &rodu!tion3 mass distri%ution and mass &romotion of one
&rodu!t for all %uyers. Market segment !onsists of a large identifia%le grou&
within a market with similar wants3 &ur!hasing &ower geogra&hi!al lo!ation3
%uying attitudes or %uying ha%ita. It is an a&&roa!h midway %etween mass
marketing and individual marketing. (hrough this the !hoi!e of distri%ution
!hannels3 and !ommuni!aton !hannels %e!ome mu!h easier. (he resear!hers
try to form segments %y looking at !onsumer !hara!teristi!sF geogra&hi!3
demogra&hi!3 and &sy!hogra&hi!. fter segmenting the market then target
market sele!ted.
2# P)()*)*+"- (he &ositioning is a !reative e#er!ise donw with an e#isting
&rodu!t. the well known &rodu!ts generally hold a distin!tive &osition in
!onsumerAs minds. (he &ositioning re7uires that every tangi%le as&e!t of &rodu!t3
&ri!e3 &la!e and &romotion must su&&ort the !hosen &ositioning strategy.
Com&any should develo& a uni7ue selling &ro&osition +5SP, for ea!h %rand and
sti!k to it3 PPL !onsistently &romotes its DP fertili@er %y )igher yield at lower
!ost. s !om&anies in!rease the num%er of !laims for their %rand3 they risk
dis%elief and a loss of !lear &ositioning. In general a !om&any must avoid four
major &ositioning errors. (hose are under &ositioning over &ositioning3 !onfused
&ositioning and dou%tful &ositioning.
3# P%4("- &rodu!t is any offering that !an satisfy a need or want. (he major
ty&es of %asi! offerings are goods3 servi!es3 e#&erien!es3 events3 &la!es3
&ro&erties3 organi@ations3 information and ideas. (he !om&any gives more
im&ortan!e in 7uality3 &a!kaging3 servi!es et!. to satisfy the !ustomers. (he
&rodu!ts has itAs life !y!le. (he &rodu!t strategies are modified in different stages
of &rodu!t life !y!le.
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5# P%)'"- It is the most im&ortant as&e!t in !om&anyAs &oint of view. Pri!e of the
&rodu!t will %e de!ided %y the !om&any a!!ording to the !om&etitorAs &ri!e.
6# P$'"- (his &lays a major role in the entire marketing system. the !om&any
em&hasis on itAs distri%ution network. Pro&er distri%ution network gives &ro&er
availa%ility of the &rodu!t.
7# P%.()*"- Promotion is the one of the major as&e!ts in marketing
strategies. /y ado&ting various &romotional a!tivities the !om&any !reate strong
%rand image. It also hel&s in in!reasing the %rand awareness. It in!ludes
advertising3 sales &romotioins and &u%li! relations et!.
# R''$%9 $* D':';.'*("- after testing3 the new &rodu!t manager must
develo& a &reliminary marketing strategy &lan for introdu!ing the new &rodu!t in
to the market. (he &lan !onsists of three &arts. (he first &art des!ri%es the target
marketAs si@e3 stru!ture and %ehavior. (he se!ond &art out lines the &lanned
&ri!e3 distri%ution strategy and marketing %udget for the first year. (he third &art
of the develo&ment des!ri%es the long run sales and &rofit goals and marketing
mi# strategy over time.
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MARKETING MIX
T$%+'( M$%&'(
P%4( P%)' P%.()* P$'
Produ!t variety List &ri!e Sales &romotion Channels
1uality Dis!ounts dvertising Coverage
Design llowan!es Sales for!es ssortments
-eatures Payment &eriod Pu%li! relation Lo!ations
/rand name Credit terms Dire!t marketing Inventory
Pa!kaging (rans&ort
Si@es
Servi!es
0arranties
returns
HISTORY OF BISCUITS
Sweet or salty. Soft or !run!hy. Sim&le or e#oti!. "very%ody loves mun!hing on %is!uits3
%ut do they know how %is!uits %egan=
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(he history of %is!uits !an %e tra!ed %a!k to a re!i&e !reated %y the 'oman !hef
&i!ius3 in whi!h >a thi!k &aste of fine wheat flour was %oiled and s&read out on a &late.
0hen it had dried and hardened it was !ut u& and then fried until !ris&3 then served with
honey and &e&&er.>
(he word A/is!uitA is derived from the Latin words A/isA +meaning Atwi!eA, and ACo!tusA
+meaning !ooked or %aked,. (he word A/is!ottiA is also the generi! term for !ookies in
Italian. /a!k then3 %is!uits were unleavened3 hard and thin wafers whi!h3 %e!ause of
their low water !ontent3 were ideal food to store.
s &eo&le started to e#&lore the glo%e3 %is!uits %e!ame the ideal travelling food sin!e
they stayed fresh for long &eriods. (he seafaring age3 thus3 witnessed the %oom of
%is!uits when these were sealed in airtight !ontainers to last for months at a time. )ard
tra!k %is!uits +earliest version of the %is!otti and &resent2day !ra!kers, were &art of the
sta&le diet of "nglish and meri!an sailors for many !enturies. In fa!t3 the !ountries
whi!h led this seafaring !harge3 su!h as those in 0estern "uro&e3 are the ones where
%is!uits are most &o&ular even today. /is!otti is said to have %een a favorite of
Christo&her Colum%us who dis!overed meri!aG
Making good %is!uits is 7uite an art3 and history %ears testimony to that. During the jum%les>3 >&lunkets> and >!ry
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%a%ies>.
s te!hnology im&roved during the Industrial 'evolution in the lady fingers> when
visiting Louis V of -ran!e.
(he ma!aroon 2 a small round !ookie with !ris& !rust and a soft interior 2 seems to have
originated in an Italian monastery in
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Britannia
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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 as started in a nondescript house in !alcutta "no #olkata$ ith an initial
investment of %s. 29&. The company e all kno as ritannia today.
The be(innin(s mi(ht have been humble)the dreams ere anythin( but. y 191*, ith the advent of
electricity, ritannia mechani+ed its operations, and in 1921, it became the first company east of the ue+
!anal to use imported (as ovens. ritannia's business as flourishin(. ut, more importantly, ritannia as
ac-uirin( a reputation for -uality and value. s a result, durin( the tra(ic /orld /ar II, the 0overnment
reposed its trust in ritannia by contractin( it to supply lar(e -uantities of service biscuits to the armed
forces.
s time moved on, the biscuit market continued to (ro and ritannia (re alon( ith it. In 193&, the
ritannia iscuit !ompany took over the distribution of biscuits from 4arry's ho till no distributed
ritannia biscuits in India. In the subse-uent public issue of 1938, Indian shareholdin( crossed 5*6, firmly
establishin( the Indianness of the firm. The folloin( year, ritannia iscuit !ompany as re)christened
ritannia Industries 7imited "I7$. our years later in 198, it crossed the %s. 1** crores revenue mark.
On the operations front, the company as makin( e-ually dynamic strides. In 1992, it celebrated its 4latinum
:ubilee. In 1993, the company unveiled its ne corporate identity ) ;at aska)!haska became India's most successful product launch. In 2**2, ritannia's ?e usiness @ivision
formed a Aoint venture ith onterra, the orld's second lar(est @airy !ompany, and ritannia ?e Bealand
oods 4vt. 7td. as born. In reco(nition of its vision and acceleratin( (raph, orbes 0lobal rated ritannia
'One amon(st the Top 2** mall !ompanies of the /orld', and The ;conomic Times pe((ed ritannia
India's 2nd >ost Trusted rand.
Today, more than a century after those tentative first steps, ritannia's fairy tale is not only (oin( stron( but
bla+in( ne standards, and that miniscule initial investment has (ron by leaps and bounds to crores of
rupees in ealth for ritannia's shareholders. The company's offerin(s are spread across the spectrum ith
products ran(in( from the healthy and economical Ti(er biscuits to the more lifestyle)oriented >ilkman
!heese.
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-uality.
PRODUCTS
T)+'% B$*$*$
/ritannia is !ommitted to hel& se!ure every !hildAs right
to *rowth 4 Develo&ment through good food everyday.
Pur&osefully taking forward the !redo of AEat Healthy,
Think BetterA3 we have laun!hed a new variant under
our &ower %rand (I*"' 2 TIGER BANANA2 &ower
&a!ked with IRON ZOR4 and with the delightful taste of
%anana.
IRON ZORhel&s make mind shar&er and %ody stronger. 's. &a!k has as
mu!h IRON ZORas that in < kg of /anana.
'4D in /ritannia has s&ent !onsidera%le time to develo& this nutritious and
delightful sna!k for !hildren.
B%)($**)$ T)+'% B$*$*$ &a!ked with IRON ZORand goodness of /anana is
a!!essi%le to all3 %eing availa%le in !onvenient &a!ks &ri!ed at 's.B3 's. and's.
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(his range is availa%le in deli!ious variants namely L)('().'> C9$('
%'$.> $* O%$*+' %'$.3 targeted towards all health sensitive &eo&le. It is
also relevant for !onsumers with sugar related ailments.
0e are sure that you will %e &leasantly delighted with its great taste and e7ually
sur&rised to know that it has no added sugar.
Don't be taken for a ride when you read "Sugar Free" label on many bisuit
!aks marketed in ndia or abroad. E#en with $%%& noadded sugar, wheat
ereals in bisuits ha#e their own natural sugar ontent. Britannia has hosen to
re!resent these bisuits with "(o )dded Sugar" laim, as there is no added
sugar in the !roessing of (utri*hoie Sugar+ut.
B%)($**)$ 60-60 P';;'% C9$&&$%
(he laun!h of the latest 8J28J variant left every%ody guessing >0hat it ee@=>
-rom (V ads3 radio3 outdoor and in2store dis&lay materials to events3 a we%site
and SMS and email %lasts3 traditional and new media were %lended
synergisti!ally to !reate e#!itement and !uriosity a%out the uni7ue taste of the
%is!uit. (he tangy and distin!tive &e&&er flavoured %is!uit3 thatAs thin and !ris&y
and more like a sna!k3 !aught the imagination of a younger audien!e !raving
something to ni%%le on. (he 8J28J Pe&&er Chakkar laun!h is truly a !ase of
leveraging the marketing mi# to %est advantage.
N4(%)C9)' D)+'():' B)4)(
Hothing !an %e more diffi!ult than making small efforts in our daily life towardshealthy and a!tive living. BE we are engrossed in our %usy s!hedulesF ski&&ing
meals3 missing walks3 along with inade7uate slee& and fre7uently eating2out3 all
take a heavy toll on our health.
t least with the new and im&roved (utri*hoie
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Digesti#e Bisuit3 we have one less thing to worry a%out. Made with 8J: whole2
wheat and &a!ked with added fi%re +
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N'@ B%)($**)$ M)& B)&)
Milk /ikis3 the favourite growth &artner of Kids3 now %rings greater value and
delight to all with its new &rodu!t and &a!k design. 'e!ently re2laun!hed in its
e#isting Southern 4 "astern markets3 and e#tended a!ross India3 the new Milk
/ikis is all set to add e#!itement and a&&eal to nutritious6 food. 0hoever said
that good food6 needs to look dull and %oring63 will just have to take a look at Milk
/ikis.
0ith a uni7ue and attra!tive honey!om% design and an
enhan!ed &rodu!t e#&erien!e3 the new %is!uit &rom&ts
the Kid6s will love it6 rea!tion amongst mothers. (he
milk goodness in the re!i&e is now enhan!ed with
SM'( H5('I"H(S N vital vitamins3 iron and iodine3
&roven to aid mental and &hysi!al develo&ment in
growing kids. (he &remium &a!kaging3 %esides a&&ealing to kids3 also ensures
that the %is!uits remain fresh and !ris&.
So3 whether its %reakfast time or sna!k time at s!hool3 rest assured that kids will
look forward to mun!hing these !run!hy3 milky %is!uits whi!h even hel&s in their
develo&ment. nd yes3 adults won6t %e far %ehind in rea!hing out for a &a!k
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F)*$*)$ A*$,)
/ritanniaAs gross sales turnover in!reased to 's
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O-ig B.B "arning &er Share of /ritanniaQ
1200
1260
1300
1360
1500
1560
1600
1660
O;'*)*+ H)+9 /< (9' D$, L/@ /< (9' D$, C/)*+
28-/1
2A-01
30-01
31-01
01-02
O-ig B. *ra&h of Share Movement of /ritannia Industry on the /S"Q
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THE INDUSTRY
/is!uits derive its name from a -ren!h word meaning twi!e %a!ked %readF
/is!uits in general have a good shelf life3 whi!h is higher than all other sna!k
items availa%le in the market.
India is the se!ond largest &rodu!er of %is!uits in the world after the 5.S.. %ut
still the &er !a&ita !onsum&tion is only B. kgyear of develo&ed !ountries. s &er
the latest survey done %y H.C..".'.3 %is!uits are !onsumed in rural areas.
(he &enetration of %is!uits into households stands at an average of 9.B: with
the rural &enetration at EE: and ur%an &enetration at 99:. /is!uits are reserved
for the small s!ale se!tor %ut there are strong &ossi%ilities of the industry %eing
deserved in line with the government &oli!y of li%erali@ation. (he net effe!t thus
would %e greater !hoi!e for the !onsumer as well as a !he!k on the !osts.
(he !ountry &rodu!tion of the %is!uits during BJJ2J8 was
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(he !om&anyAs strategy has %een to attra!t new !onsumer segments and widen
its !onsumer %ase with its well &a!kaged low &ri!ed offerings. /ritanniaAs
su!!ess has also !ome from its formida%le.
It gives me great &leasure to introdu!e the Summer (raining 'e&ort. It is %ased
on the survey !ondu!ted in "ast Delhi region on /is!uit industry. (he a&&li!a%ility
of various %randing strategies &lay !ru!ial role in marketing in &rodu!t. the
a&&li!a%ility has grown due to the li%erali@ation3 !om&etition and te!hnologi!al
!hanges taking &la!e in !or&orate world.
In this &roje!t the various %randing strategies ado&ted %y the !om&any has %een
studied and !om&ared on the %asis of !urrent market s!enario. It gives the ideaa%out the market share enjoyed %y the different !om&anies in the B)4)(
I*4(%,#It &rovides the ade7uate !overage of many issues related to %is!uit
industry. (he o%je!tive of this re&ort is to give the market share of /ritannia
%is!uits in the Indian !a&ital +Hew Delhi,. It has %een made &ossi%le %y knowing
the !onsumerAs %ehaviour and %y studying the &atterns ado&ted %y the retailers.
It gives us very &re!ise view a%out the e#isting demand of /ritannia %is!uits and
demand of their &rodu!ts as !om&ared to other !om&etitors. It also highlights the
!hanging market trends and !onsumer &referen!es3 why they have shifted from
finally &a!k to &ou!h &a!k. (he annual growth rate of the industry is a%out
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MARKETING STRATEGY
Marketing is not "u!lidean geometry a fi#ed system of !on!e&t. 'ather
marketing is one of the dynami! fields with in the management arena. (he
market fa!es !ontinually a new !hallenge everyday and !om&anies must
res&ond to it &ositively. (herefore it is not sur&rising that new market idea kee&
surfa!ing to meet new market &la!e !hallenges.
(he market &ro!ess is a&&li!a%le to more than goods and servi!es. nything
related to market in!luding ideas3 events3 &oli!ies3 &ri!es and &ersonalities
!omes under market strategy. )owever it is im&ortant to em&hasi@e o&&ortunity
in the market through market strategy.
-ollowing strategies ado&ted %y the organi@ation.
A (%*+ 4$)(, < (9' ;%4( $* 4(.'% $()
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COMPETITORS
*enerally all organi@ations have !om&etitors in the market. &arti!ular
organi@ation always !om&rises with other same %usiness and a!!ording tomarket share we !larify the %rand of &rodu!t is giving more !hallenge to my
&rodu!t.
I found many &rodu!ts whi!h !an %e !om&ared with /ritannia /is!uit. s a
!on!lusion I found that &arti!ularly in my &rovided area /ritannia is really doing
well and its &erforman!e is on sur&rising level. During the field work and after
intensive study it was found that main !om&etitor of PRIYAGOLD %is!uits is
BRITANNIA as the market leader.
In my &rovided area the share of the market is as follows.
/'I(HHI 9:
P'IR*$LD BJ:
P'L"2*
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MARKET POTENTIAL
Market &otential of the /'I(HHI is mu!h &ositive in !om&etitive era and will
sure !over the ma#imum market share of %is!uit &rodu!t. Potentiality of any
&rodu!t de&ends u&on the futuristi! &erforman!e of the &rodu!t. it de&ends that
how mu!h retailers have &otentiality to %e &ermanent seller of /'I(HHI.
-or great &otentiality it is ne!essary to im&rove those fa!tors whi!h are going to
effe!t retailers. In my study I found some fa!tors whi!h !an hel& to !over great
&otentiality.
(hese fa!tors are following
S!heme delivery should in &erfe!t determining time.
Some &la!es distri%utors not a%le to !over his &arti!ular area. (hat should %e
im&roved.
S!heme fa!ility should %e regular as mu!h as &ossi%le.
Small &a!k also should %e in the market.
lways !olle!t the views of retailers. It gives &sy!hologi!al effe!t on theretailers a%out !are ness %y manufa!turing !om&any.
(hese fa!tors are very im&ortant for the organi@ation. If !om&any is a%le to
im&rove these all fa!tors then definitely its market share will more in!rease.
'etailers will take more interest to sell /ritannia %is!uit and !ustomer will also
enjoy for it.
So &otentiality is very high to /ritannia %is!uit in &ositive dire!tion.
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SWOT ANALYSIS OF BRITANNIA
S(%'*+(9
-ulfill one of our /asi!
'e7uirement among ir 3
0ater 3 -ood3 Shelter
0idely a!!e&ted in all
*enerations
"asily availa%le in various forms
Provide good Instant 'emedy
for hunger in the form of
readymade food
Preserves the non seasonal
food and makes it availa%le all
throughout the year
W'$&*'
De!reases nutritional value
In!reases the !ost of food
&rodu!t
Industry and te!hnology
re7uires high investment
'egular usage of &ro!essed
food !an !ause alteration in
health
O;;%(4*)()'
In!rease e!onomy of India
*enerate em&loyment
o&&ortunity
*ood 7uality of *oods
Provide !om&etition to foreign
!om&anies
Im&rove living standard
Provide goods to nation at
!hea&er rate
Inflow of foreign reserve and
funds for the govt.+ta#es,
T9%'$(
Many !om&anies are result
oriented
In!rease in &ollution
Sometimes &rovide &oor 7uality
of &rodu!t for more &rofit
La!k of te!hnology
5na%le to utili@e all the
resour!es effi!iently
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CONCLUSION
fter going thi!k on the thing3 now time is to make a !om&lete &i!ture. 0hile
making a &rodu!t a SK5 +Sto!k Kee&ing 5nit, of the sho& retailers think a%out
the *M'$I +*ross Margin 'eturn $n Investment, and they &romote the %rand
whi!h &rovide them highest. (hey e#&e!t return in the form of &rofit margin3
!om&any s!hemes3 window dis&lay and referen!es of the sho&. mong these3
!om&any s!hemes make the differen!es and are the highest sour!e of motivation
after &rofit margin. 'etailing demands a !onstant &ush from the !om&any.
Marketer needs to use advertising and %rand %uilding strategies to address the
dis!erning %uyers and retail &ush to in different %uyers. (he manufa!turer should
understand !onsumer %ehavior %e!ause retailers !anAt hel& 7uality and &ri!e. It is
only u& to dealers said it is demand they sell /ritannia B: agree that at retail
sho& it is %rand &o&ularity3 whi!h determine the &ur!hase of %is!uit.
(here is a greater need to understand the retailer %ehavior !onsidering them as a
team working for the !om&any may hel& them to %e atta!hed to the !om&any.
(here should %e feeling of %elonging to the !om&any in inner of the retailers.
Setting values !lu% for retailers so that they may e#!hange views with the
!om&any and hel& in understanding !onsumer %ehavior.
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BIBLIOGRAPHY
BOOKS
5()$' P)ILIP K$(L"'
(I(L" M'K"(IH* MH*"M"H(
PLC" $- P5/LIC(I$H P'"H(IC" )LL $- IHDI L(D.
H"0 D"L)I
D(" $- P5/LIC(I$H S"P("M/"'
H5M/"' $- P*"S