PROJECT REPORT ON LAUNCHING OF DIGESTIVE BRAND BISCUITS FROM ANMOL BISCUITS LIMITED

SUMMER PROJECT SUBMITTED IN

PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF POST GRADUATE DIPLOMA IN MANAGEMENT (Recognized by AICTE,Ministry HRD,Govt of India)

BY

MOHAMMAD ZISHAN MALLICK (PG-11-22)

Under the guidance of Prof. : MOHIT DHAWAN INMANTEC, Ghaziabad

Integrated Academy of Management and Technology

Ghaziabad
2011-2013

ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the successful completion of the work should be incomplete unless we mention the people as an expression of gratitude, who made it possible and whose constant guidance and encouragement served as a beacon of light and crowned our efforts with success. This report would have been impossible but for the support and guidance that we received from various people at different stages of the project. My sincere thanks to my company guide MR. NABOJIT DUTTA And my faculty guide PROF. MOHIT DHAWAN whose excellent guidance, encouragement and patience has made possible the successful completion of this project. Last but not the least i extend my sincere thanks to the entire team for providing us their time and active co-operation and all who have helped us directly or indirectly in this project.

Mohammad Zishan Mallick (PG-11-22)

DECLARATION CERTIFICATE
This Is to certify that the work presented in the project entitled To analyze the marketing potential of launching a Digestive brand from Anmol stable and suggest marketing strategies based on 4ps of marketing in partial fulfillment for the award of degree of PGDM. This project is an authentic work carried out under our supervision and guidance. To the best of my knowledge, the content of the project does not form a basis for the award of any previous degree to anyone else.

DATE:

(GUIDES NAME &SIGNATURE) DEPARTMENT OF MANAGEMENT INMANTCE BUSINESS SCHOOL GHAZIABAD

CERTIFICATE OF APPROVAL
The foregoing project entitled To analyze the marketing potential of launching a Digestive brand from Anmol stable and suggest marketing strategies based on 4ps of marketing is hereby approved as a creditable study of research topic and has been presented in satisfactory manner to warrant its acceptance as prerequisite to the degree for which it has been submitted.

It is understood that by this approval, the undersigned do not necessarily endorse any conclusion drawn or opinion expressed therein, but approve the project for the purpose for which it is submitted.

(INTERNAL EXAMINER)

(EXTERNAL EXAMINER)

(CHAIRMAN) HEAD OF THE DEPARTMENT

Index
Sl No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Content. Page No. Executive Summary...6 Introduction..7-8 Introduction to Anmol Biscuits..9-10 Vision and Mission of the company 11 Product Range.12-14 Literature Review...15-16 Objective of studies17-18 Research Methodology.19 Research design....20 Analysis and Interpretation...21-38 Findings....39 Recommendation...40-41 Conclusion....42 Bibliography.....43 Annexure..44

EXECUTIVE SUMMARY
After going thick on the things, now time is to make a complete picture. While making a product a SKU (stock keeping unit) of the shop retailers think about the GMROI (gross margin return on investment) and they promote the brand which provides them highest. They expect return in the form of profit margin, company schemes, window display and reference of the shop. Among these, company schemes make the difference and are the highest sources of motivation after profit margin. Retailing demands a constant push from the company. Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers cant help quality and price. It is only up to manufacturers to deliver what consumer wants. I need to stress on it because 58% retailers said that it is demand why they sell Britannia. 61% agree that at retail shop it is brand popularity, which determine the purchase of biscuit. There is a greater need to understand the retailer behavior. Considering them as a team, working for the company may help them to be attached to the company. There should be a feeling of belonging to the company in inner of the retailers. This can be done by setting values club for retailers so that they may exchange views with the company and help in understanding consumer behavior. So for launching a new digestive brand in this highly competitive market it is highly required to select appropriate strategy to survive in the market.

INTRODUCTION
Bakery products are an item of mass consumption in view of its low price and high nutrient value. With rapid growth and changing eating habits of people, bakery products have gained popularity among masses. The bakery products which include bread and biscuit form the major baked foods accounting for over 82% of total bakery products produced in the country. The bakery industry in India enjoys a comparative advantage in manufacturing with abundant supply of the primary ingredients required by the industry. Major types of biscuit popular in Indian market are Glucose, Marie, Cream, Crackers, Digestive, Cookies and Milk. Similarly Chocolates and Confectionery have also indulged the mankind, in its various tastes and forms, ever since it was first made. Chocolates means " Food of the God (The scientific name of the Chocolate - cacao tree's fruit is "Theobroma Cacao" which means "food of the gods.").Consumers of all age groups prefer chocolate and confectionery products because of their attractive appearance and color. Now-a-days varieties of products have gained importance due to their delicious taste and better keeping quality making a direct impact on demand. All of these delicious products range from fancy boxed chocolates to chocolate bars, baking chocolate to cocoa powder. India is the world's second largest producer of food next to China, and has the potential of being the biggest with the food and agricultural sector. The Indian food Industry is a largest manufacturing Unit for bakery , Chocolates and Confectionery products in India. India is a major manufacturing house for bakery products and is the third largest biscuit manufacturing country after USA and China. Branded, Organized to Unbranded, Unorganized market share of biscuit has been 60% for organized sector and 40% for unorganized sector. The Indian bakery products especially biscuits are in great demand in developing countries. Major players in this sector like Parle, Britannia and ITC Foods have captured the markets to a great extent with Britannia holding the leadership position. In terms of value, Britannia and Parle account for around 38 per cent share each of the total volume of branded biscuits marketed in India. Other players like Priyagold, Anmol, Sunfeast, Biskfarm, Dukes, Cremica, Priya, Veeramani, Bonn, Bhagwati, Raja, Champion, Sobisco, Madhabi, Nezone, Windsor, Cookieman, Ankit, Shangrila, Nalanda, Unibic, Cookie Man, and RajaBiscuit are also in the cat race. The major players in the bread industry that holds about 90% of the market share includes Britannia and Modern Industries Ltd. The bakery Industry in India has witnessed an annual growth rate of more than 15 per cent during the past years. There is an immense growth potential in both global and domestic markets. The Chocolate market is estimated at around 33,000 tonnes valued at approximately Rs 8.0 billion at present. Major Players like Cadbury India and Nestle and Amul and Campco have captured the heart of Indian chocolate market driving the industry with an impressive growth rate of almost 18 % annually.
7

The Indian confectionery market is estimately valued at approximately Rs 50 billion. The Indian confectionery market includes sugar boiled confectionery, hard boiled candies, toffees and other sugarbased candies. Sugar boiled confectionery had penetrated an estimated 15% of the households only, suggesting a large potential for growth. Substitution products, chewing and bubble gums are supported by MNCs major like Cadbury India) and Nestle and high powered advertising. Placed at about Rs 3,250 million, the gum and mint market is growing at a rate 10 to 15% annually. The organized market is dominated by Parry and Nutrine, Perfetti India (Alpenliebe), Warner Lambert; General de Confiteria has made their presence felt in this sector.A large part of the confectionery industry in India comprise of the local subsidiaries of global confectionery majors like Perfetti, Lotte, Wrigley's and Cadbury. The chocolate and confectionery category, the second largest packaged food segment, has been growing steadily in all regions over the last few years. Globally, chocolate confectionery is the largest sector in terms of value, accounting for almost 60 per cent of total sales.

INTRODUCTION TO ANMOL BISCUITS LIMITED

The word Biscuit derives from the Latin word 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). There is nurture; creation and determination behind munch of every crunchy Biscuit. To create those mouth watering delicacies, Anmol Biscuit is following the same path of creation under the strong leadership of Mr. Baijnath Choudhary. From a single biscuit manufacturing plant. Anmol is rising with a vision to become the most popular biscuit brand across the globe. Anmols main driving forces to accelerate continuous growth are with the views and values of Mr. Baijnath Choudhary, Mr. Bishwanath Choudhary, Mr. Dilip K. Choudhary, Mr. Gobind Ram Choudhary and Mr. Bimal Kumar Choudhary. BRAND SHOWCASE Anmol offers its customers a wide variety of biscuits in various tempting flavours suiting all tastes. The consumers can take their pick from Glucose Biscuits, Coconut Biscuits, Butter Biscuits, Cream Biscuits, and Tea Biscuits etc. with a vibrant variety of 23 brands, Anmol Biscuit is available in 42 SKUs. QUALITY COMMITMENT Hygiene is a primary concern in Anmol. To maintain a germ free, harmless, quality food product, Anmol initiates lots of innovations and experiments. One of the leading biscuit manufacturers of India, Anmol biscuits has two state-of-the-art manufacturing units- one at Dankuni in West Bengal, and the other at Noida, near Delhi. The manufacturing units have been equipped with the latest modern machineries available in India, which facilitate in manufacturing uniform quality of biscuits. The Good Manufacturing Practices (GMP) and the Hazard Analysis of Critical Control Points (HACCP) are adapted at all the plants, along with the use of sophisticated packing machines and materials, ensure that each and every biscuit manufactured never fails to delight the customers with its taste and freshness. High quality products are delivered to the customers after undergoing stringent quality control tests. The quality control tests are done at every stage of biscuit-making, i.e., inspection of raw materials, processing and post-production goods by qualified personnel in well-equipped laboratories. The manufacturing units and the products of Anmol are BSI certified and the Company is ISO 22000:2005 certified. Anmol is also a member of Agriculture and Processed Food Exports Development Authority (APEDA) under the Ministry of Commerce, Government of India. The company is also a member of Federation of Indian Export Organisation. Recently the company has also received the HALAL Certificate.

MARKETING STRATEGY Anmol has taken lots of initiatives to explore the opportunities around the globe to spread the brand, but to let the dream come true it is needed that the company is strong in the home ground first. So the ultimate goal is to cater the entire country first. In this regard Noida plant caters to the North, South and Western region of India and Kolkata plant caters to the east and north eastern parts of the country. The network of super stockists, distributor and salesperson has reached every corner of the country. Serving India with great determination has helped Anmol to become one of the largest brands across the country having 110 Super stockists, 2600 distributors & 250 sales person & present in about more than 4 lackhs retail shop. ACCOLADES/CSR Marketing and business honchos usually utters that doing business only to make money is something like playing tennis looking at the scoreboard. To enjoy the corporate citizenship it has always been a prime concern of Anmol Biscuits to come forward when it comes to helping the needy. A huge appetite for Indian biscuits is being created abroad as the World Food Programme (WFP) supplies cartons of 100 gm packs of fortified glucose biscuits carrying the slogan "Gift of the Govt. and People of India" to feed Pakistani and Iraqi Kids. Though there are hardly any margins, the volumes and opportunity to indirectly explore the foreign market is enough to make the company bid for every WFP tender, and especially so when it is known that it is being done for a noble cause.

10

VISION AND MISSION OF THE COMPANY

We Desire to be in the pinnacle of the list, paying a firm attention, to the growth of the conglomerate. The value for life should always commemorate the path of growth. Our target is to attain the aspiration with global approach. Anmol delivers the best returns to the society, consumers, employees and stakeholders. There is a spontaneous upgrade of standard for the associates. Leveraging the asset to enhance the Group synergy and becoming globally cutthroat is the chosen route to sustain growth and long-term attainment.

11

PRODUCT RANGE

Lemon Mazaa Available in 58g. 116g. 231g.

Funfill Choco Vanilla Available in 65g.

Yummy - Milk Cream Available in 65g.

Tip Top Kajoo Kurkure Masala Available in 30g. 250g.(Jar)

Coconutty Available in 145g 300g.

Thin Arrowroot Available in 350g

Marie Available in 370g.

Veg Munch Available in 50g.

12

2 in 1 Available in 10.5g. 60g. & 125g.

Butter Bake Available in 60g. 235g.

E-Time Available in 425g.

Dream Lite Available in 170g. 53g. 240g.

Golmol Available in 150g.

Funfill Rich ChocolateAvailable in 65g.

Funfill Orange Available in 65g.

Milk Made Available in 375g.

13

Jadoo Available in 56g. 250g.

Snackles Available in 60g. & 125g.

Marie Time Available in 275g.

Bakersville Available in 216g. & 54g.

Nice Available in 50g.

Cream Cracker Available in 275g.

Dream Lite Available in 170g. 53g. 240g.

Dil Khush Available in 130g. 200g.

14

LITERATURE REVIEW
Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others or otherwise it is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.

Marketing Strategy Marketing strategy is a set of objectives, policies and rules that leads the company's marketing efforts. It is the marketing approach to accomplish the bread objective of the marketing approach to accomplish the bread objective of the marketing plan. The various process of marketing strategy are given below. 1. Selecting largest markets segmentation 2. Positioning 3. Product 4. Price 5. Place 6. Promotion 7. Research and development Market segmentation and selecting target market It is an effort to increase a company's precision marketing. The starting point of any segmentation discussion is mass marketing. In mass marketing, the seller engaged in the mass production, mass distribution and mass promotion of one product for all buyers. Market segment consists of a large identifiable group within a market with similar wants, purchasing power geographical location, buying attitudes or buying habita. It is an approach midway between mass marketing and individual marketing. Through this the choice of distribution channels, and communicaton channels become much easier. The researchers try to form segments by looking at consumer characteristics; geographic, demographic, and psychographic. After segmenting the market then target market selected.

2. Positioning The positioning is a creative exercise donw with an existing product. the well known products generally hold a distinctive position in consumer's minds. The positioning requires that every tangible aspect of product, price, place and promotion must support the chosen positioning strategy. Company should develop a unique selling proposition (USP) for each brand and stick to it, PPL consistently promotes its DAP fertilizer by Higher yield at lower cost. As companies increase the number of claims for their brand, they risk disbelief and a loss of clear positioning

15

3. Product A product is any offering that can satisfy a need or want. The major types of basic offerings are goods, services, experiences, events, places, properties, organizations, information and ideas. The company gives more importance in quality, packaging, services etc. to satisfy the customers. The products have its life cycle. The product strategies are modified in different stages of product life cycle.

4. Price It is the most important aspect in company's point of view. Price of the product will be decided by the company according to the competitor's price.

5. Place This plays a major role in the entire marketing system. the company emphasis on its distribution network. Proper distribution network gives proper availability of the product.

6. Promotion Promotion is the one of the major aspects in marketing strategies. By adopting various promotional activities the company create strong brand image. It also helps in increasing the brand awareness. It includes advertising, sales promotions and public relations etc.

7. Research and Development After testing, the new product manager must develop a preliminary marketing strategy plan for introducing the new product in to the market. The plan consists of three parts. The first part describes the target market's size, structure and behavior. The second part outlines the planned price, distribution strategy and marketing budget for the first year. The third part of the development describes the long run sales and profit goals and marketing mix strategy over time.

16

OBJECTIVE OF STUDY
Primary Objectives To analyze the market potential of launching a digestive brand from Anmol stable. To analyze the competitors and their strategies regarding their digestive products. To understand the effectiveness of the distribution system of the competitors. To analyze the customers buying pattern regarding the digestive biscuits.

Secondary Objectives To understand consumers awareness towards the Anmol products. To figure out the strategy for the company based on the 4P of marketing.

17

RESEARCH METHODOLOGY
Introduction Research methodology is considered as the nerve of the project. Without a proper well organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result. Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods.

Type of research: Descriptive The type of research adopted for study is descriptive. Descriptive studies are undertaken in many circumstances when the researches is interested to know the characteristic of certain group such as age, sex, education level, occupation or income. A descriptive study may be necessary in cases when a researcher is interested in knowing the proportion of people in a given population who have in particular manner, making projections of a certain thing, or determining the relationship between two or more variables. The objective of such study is to answer the who, what, when, where and how of the subject under investigation. There is a general feeling that descriptive studies are factual and very simple. This is not necessarily true. Descriptive study can be complex, demanding a high degree of scientific skill on part of the researcher. Descriptive studies are well structured. An exploratory study needs to be flexible in its approach, but a descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then. It is therefore necessary, the researcher give sufficient thought to framing research. Questions and deciding the types of data to be collected and the procedure to be used in this purpose. Descriptive studies can be divided into two broad categories: Cross Sectional and Longitudinal Sectional. A cross sectional study is concerned with a sample f elements from a given population. Thus, it may deal with household, dealers, retail stores, or other entities. Data on a number of characteristics from sample elements are collected and analyzed. Cross sectional studies are of two types: Field study and Survey. Although the distinction between them is not clear- cut, there are some practical differences, which need different techniques and skills. Field studies are ex-post-factor scientific inquiries that aim at finding the relations and interrelations among variables in a real setting. Such studies are done in live situations like communities, schools, factories, and organizations. Another type of cross sectional study is survey result, which has been taken by me. A major strength of survey research is its wide scope.

18

Data collection methods Data can be obtained from primary or secondary sources. Secondary data refer to information gathered from sources already existing, while discussing literature survey. Some of the examples of secondary data are company records or archives, government publications, industry analysis offered by the media, websites, the Internet, and so on. In some cases, the environment or particular settings and events may themselves be sources of data, as for example, studying the layout of a plant. Considering the research problem and research methods defined, only secondary data was collected in this research. Primary Data The primary data are those, which are collected afresh and for first time and thus happen to be original in character. . They refer to information obtained by the researcher on the variables of interest for specific purpose of the study. Secondary Data Secondary data are indispensible for most organizational research. Secondary data refer to information gathered by someone other than the researcher conducting the current study. Such data can be internal or external to the organization and accessed through the internet or perusal of recorded or published information. Secondary data can be used, among other things, for forecasting sales by constructing models based on past sales figures, and through extrapolation. There are several sources of secondary data, including books and periodicals, Govt. publications of economic indicators, census data, statistical abstracts, and data bases the media, annual reports of companies, etc

19

RESEARCH DESIGN
Introduction Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance. Sampling Plan A sample plan is a method of obtaining a sample from a given population. It refers to the technique or procedure the researcher would adopt in selecting items for the sample. Sampling Unit In my survey, sampling unit is every member of the population, i.e., all employees of jaypee associates. Sampling Size This refers to the number of items to be selected from the universe to constitute a sample. The sampling size of my project is 60. Sampling Technique In my project, we have implemented the simple random sampling technique where every member of the population had an equal chance of being selected in the sample. Data Collection Questionnaires While designing the Questionnaires certain things were kept in mind such as simplicity, length and clarity. Personal Interviews. Personal interview is mostly commonly used method of data collection. Two purposive communications between interviewer (researcher) and the respondent (subject) aimed at obtaining and recording information pertinent to the subject matter of study. The interviewer resents oral, verbal and written stimuli and receives oral resonances.

20

ANALYSIS & INTREPRETATION

RETAILERS RESPONSE 1. What is the nature of retail store?

Super Market Confectionary Shop General Store Kirana Shop Total

36 53 104 57 250

Figure 1
14%

23%

21%

Super Market Confectionary Shop General Store

42%

Kirana Shop

Inference During the course of the survey various outlet has been visited and it has been found that from the number of sample size majority of the outlets were general store followed by Kirana shops and confectionary shops the data collected from the super market were minimum in numbers.

21

2. Which are the digestive brands that you keep in stock & what is its per month off take & stock level?

Parameters Average per month off take (in Rupees)

Britannia 5245

Parle 2255

Sunfeast 1456

MC Vities 1050

Stock Level (in Rupees) 1325 at a time

610

380

260

6000 5000 4000 Britannia 3000 2000 1000 0 Average per month off take (in Rupees) Stock Level (in Rupees) at a time Parle Sunfeast McVities

Inference From the analysis it has been found that the average per month off take of the Britannia Nutrichoice is the highest and most demanded as compared to its competitors followed by parle digestive Marie. The retailers are also interested in keeping the stocks of Britannia Nutrichoice higher than any other brands.

22

3. Kindly put score of these products based in below mentioned parameters (Rate between 1 to 5 where 1=very good, 2=good, 3=average, 4= poor, 5=very poor) Average response is as follows

Parameters Brand Pull Packaging Product Complaints Repeat Purchase Availiblity

Britannia 5 5 5 5 5

Parle 4 3 5 3 3

Sunfeast 3 4 5 3 3

MC Vities 3 3 5 2 2

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Brand Pull Packaging Product Complaints Repeat Purchase Availiblity Britannia Parle Sunfeast McVities

Inference From the graph it has been indicated that Britannia Nurtichoice tops all the parameter namely brand pull, packaging, the lesser product complain, loyalty of the customers and the most important the distribution and availability of the product which keeps the brand on the top of the position, Parle and Sunfeast are on an average where as Mc Vites lose some of these competency.

23

4. What makes the brand achieve such a score? (put score from 1 to 5 where 5=Highly Effective, 4=Effective, 3=Indifferent, 2=Not Effective, 1=Not at all Effective) Average response is as follows

Parameters TV Ads Outdoor Promos Taste Crispiness Flavor Packaging

Britannia 5 4 5 5 4 5

Parle 5 3 4 4 3 3

Sunfeast 5 1 3 4 2 4

MC Vities 5 1 3 4 1 3

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 TV Ads Outdoor Promos Taste Crispiness Flavor Packaging Britannia Parle Sunfeast McVities

Inference Again it can be seen that Britannia Nutrichoice top the chart in terms of its effectiveness on the minds of the consumers in terms of TV Ads, Outdoor Promotions, Taste, Crispiness, Flavor and Packaging followed by Parle and Sunfeast.

24

5. What are the average retail margins and additional retail schemes offered by each digestive brand biscuits?

Margins Retail Margins Additional Retail Margins

(on the achievement of targets)

Britannia 9 3

Parle 10 4

Sunfeast 8 4

MC Vities 9 3

10 9 8 7 6 5 4 3 2 1 0 Retail Margins Additional Retail Margins (on the achievement of targets) Britannia Parle Sunfeast McVities

Inference Parle offers the best retail margins for the retailers and other companies are almost the same and also they give the same kind of additional retail margins for the retailer on the achievement of certain targets.

25

6. How is the distribution, availability and lead time of digestive biscuit brands? (Rate between 1 to 5 where 1=very good, 2=good, 3=average, 4= poor, 5=very poor) Average response is as follows

Britannia Availability Lead time 5 5

Parle 4 3

Sunfeast 3 4

MC Vities 2 3

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Availability Lead time Britannia Parle Sunfeast McVities

Inference The biggest strength of the Britannia company is its distribution system the availability of the product is very well managed and the lead time is only of 1 days as compared to other companies, followed by Parle and other brand which has the lead time of 2 -3 days.

26

7. What are the other features and benefits offered by the companies for digestive brands? (Rate between 1 to 5 where 1=very good, 2=good, 3=average, 4= poor, 5=very poor) Average response is as follows

Britannia Product Replacement Visit of Representatives Promotional supports 5 5 3

Parle 4 4 3

Sunfeast 5 5 4

MC Vities 3 3 2

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Product Replacement Visit of Representatives Promotional supports Britannia Parle Sunfeast McVities

Inference

In term of other benefits such as Product Replacement, Visit of Representatives and Promotional supports Mc Vities is found to be the worst competitors and Britannia has the best support for the retailers Parle also lack competency in retailers support whereas Sunfeast does good as compared to Parle and Mc Vites.

27

CONSUMERS RESPONSE 8. Customers Location

East Delhi North Delhi Total

135 115 250

Figure 8

46% 54% East Delhi North Delhi

Inference The data collected is from two regions of Delhi out of sample size of 250, 135 response is collected from East Delhi And the rest 115 response is collected from North Delhi.

28

9. Customers Gender

Male Female Total

176 74 250

Figure 9

30%

Male 70% Female

Inference From the analysis it is very clear that 70 percent of the respondents were male and the rest 30% were females respondents were asked during their purchase of biscuits at the shops so it is very clear that males are the most frequent buyers of biscuits.

29

10. Customers Monthly Income.

Less < 10,000 10,000-20,000 20,000-30,000 30,000-40,000 Above 40,000 Total

39 56 76 54 25 250

Figure 10
80 70 60 50 40 30 20 10 0 Less < 10,000 10,000-20,000 20,000-30,000 30,000-40,000 Above 40,000

Inference The majority of the respondents falls in the category of 20.000-30.000 of the income group so they are the major target segment of the digestive biscuits which is followed by the income group of 30,00040,000 then by income group of 10,000-20,000.

30

11. Of which company(ies.) digestive biscuits you use?

Britannia Parle Sunfeast MC Vities Total

144 48 21 37 250

Figure 11
160 140 120 100 80 60 40 20 0 Britannia Parle Sunfeast McVities

Inference Majority of the respondents use Britannia Nutricoice Digestive biscuits and are the loyal customers of the brand this is in mainly because of the brand value and the easy availability of the Britannia products, followed by Parle Digestive marie.

31

12.What is the nature of retail store from where you buy digestive biscuits? Super Store Confectionery Shop General Store Kirana Store Total 33 48 104 65 250

Figure 12
120 100 80 60 40 20 0 Super Store Confectionery Shop General Store Kirana Store

Inference From the 250 customers who were the respondents, 104 said that they prefer to buy the digestive biscuits from the General Store and Kirana Shops followed by Confectionary shops and Super markets. As the presence of General store is widely found as compared to Super store.

32

13. Please give rating for the parameters on which you give more emphasis while preferring a digestive biscuits. (Rate between 1 to 5 where 1=very good, 2=good, 3=average, 4= poor, 5=very poor) Average response is as follows

Parameters Taste Crispiness Ingredients Brand Value Price Availability Packaging Advertisement

Britannia 5 4 4 5 4 5 4 5

Parle 4 4 3 4 4 3 4 3

Sunfeast 4 3 4 3 4 3 4 3

MC Vities 4 3 3 3 4 2 3 2

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

Britannia Parle Sunfeast McVities

Inference As compared to retailers the consumers also agreed that Britannia Nurtichoice tops all the parameter namely brand pull, packaging, the lesser product complain, loyalty of the customers and the most important the distribution and availability of the product which keeps the brand on the top of the position, Parle and Sunfeast are on an average where as Mc Vites lose some of these competency.

33

14.What you feel about the price of digestive biscuits as compared to ordinary biscuits? High Almost Similar Low Both have same price Total 92 76 13 69 250

Figure 14
100 90 80 70 60 50 40 30 20 10 0 High Almost Similar Low Both have same price

Inference This the most interesting observation out of 250 respondents, 92 feels that the price of Digestive biscuits are higher than ordinary biscuits bts 76 respondents thinks that the price is almost similar followed by 69 respondent who feels that both have the same price so overall it can be concluded that the consumers feels that the price of digestive biscuits are not much higher as compared to ordinary biscuits.

34

15. Do you get the digestive biscuit of your choice in any retail outlet easily?

Yes No Total

139 111 250

Figure 15

44% 56% Yes No

Inference Out of the respondents 56 percent says that the Digestive biscuits of their choice are easily available at the outlets thanks to distribution system of Britannia and the rest find difficulty in finding the product at the stores.

35

16. If in case you do not find the digestive biscuit of your choice do you switch over to the next preferred brand if available? Yes No Total 103 147 250

Figure 16

41%

59%

Yes No

Inference It is interesting to see that the overall consumers of digestive biscuits are not brand loyal they can switch to the nearest best available option, So this could be a good options on which a new player can act upon.

36

17. Which promotional medium appeals you the most by the company of whom, digestive biscuits you prefer? Average response is as follows

Medium TV Ads News Paper Adverts Radio Ads Outdoor Promos Discounts and Offers BTL Promotions

Ratings 5 3 4 3 5 3

Figure 17
5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 TV Ads News Paper Adverts Radio Ads Outdoor Promos Discounts and Offers BTL Promotions

Inference From the above observation and not surprisingly it can be vied that the TV advertisement is the most effective medium to promote the brand and it appeals the consumer most to buy the product followed by Discounts and offers, News paper adverts, Radio Ads and Btl Promotions has almost the same effect on the consumers.

37

18. Please give the rating of your satisfaction level for the digestive biscuit brand you use on the following parameters?( Rate from 1 to 5, 5 for highly satisfied and 1 for highly dissatisfied).

Parameters Taste Crispiness Ingredients Brand Value Price Availability Packaging Advertisement

Britannia 5 5 4 5 4 5 4 5

Parle 4 4 3 4 4 3 4 3

Sunfeast 4 3 4 3 3 3 4 3

MC Vities 4 3 3 3 4 2 3 3

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

Britannia Parle Sunfeast McVities

Inference Finally it can be observed that the the consumers of Britannia Nutrichoice are the most satisfied customers as compared to the consumers of other brand based on different parameters followed by Parle and Sunfeast, the consumers of MC Vities are the most dissatisfied among all the consumers.

38

FINDINGS
In lieu of competition, if we have to analyze the case, we can categorize True as a market follower in a market in which the market leader s are Britannia and Parle , Market challengers are ITC and Market niches can be McVities and certain other brands. Now what needs to be understand here is that Britannia, Parle being the Market leaders determines the price, quality and variability in the segment, whereas Mcvities because of its unique selling proposition has been able to create a market on its own which the leaders have not been able to resolve. Whereas Brands like Anmol, with lesser capacity and limited corpus are in nowhere in between. Taking from another Marketing point of view, the positioning aspect of the true brand, now the term positioning is the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market From the retailer and consumers survey it has been found the demand for the biscuits is high and the consumption of biscuits is in the daily habit of the people. The digestive brand biscuits offered by the various companies are gaining popularity among the consumers in Delhi region. On interviewing the retailers and the data collected by the questionnaire its has been found that Britannias Nutrichoice is on high demand in the area followed by Parles Digestive Marie. The demand for Sunfeat High Fibre and Mc Vities are comparatively low in the area. After analysis the 500 responded it has been found that the major problem with the digestive biscuits is their availability customers and retailer often complained about the distribution of the companies and their ineffectiveness in fulfilling the market demand of Digestive Biscuits. Product awareness is also another problem with the digestive biscuits the customers are not aware about the benefits of digestive biscuits and company also failed in creating the awareness about this product, the brand positioning and advertisement has to convince the customers to sell the product to increase the brand pull by the customers. The next major problem of which the retailers talked about is the advertisment of the products as they were not happy they also face the problem in convincing the customers they have suggested that companies should use the practice of outdoor promotion by putting canopies and giving free samples for brand building. Market potentiality for the ANMOL Biscuits is much positive in competitive era and has covered the maximum market share of biscuit product. Potentiality of any product depends upon the futuristic performance of the product. It has been depended that how much retailers have potentiality to be permanent seller of ANMOL Biscuits.

39

RECOMMENDATIONS
Anmol have a great potential to capture the Delhi and NCR market & it is the fastest growing company of biscuit Industry. It was started from Calcutta from 1993 with only one plant but now it has seven plants to serve the customer through provide them good quality at a reasonable price. During my training period I have found out some points to make the mission, objective of Anmol Company more effective and efficient Now what needs to be understand here is that Britannia, Parle being the Market leaders determines the price, quality and variability in the segment, whereas Mcvities because of its unique selling proposition has been able to create a market on its own which the leaders have not been able to resolve whereas Brands like Anmol, with lesser capacity and limited corpus are in nowhere in between, because of the sheer power and penetration by the leaders.

SO

BASED

ON

THE

FINDINGS

WOULD

LIKE

TO

GIVE

FOLLOWING

RECOMMENDATIONS. REACTIVE APPROACH: Now a reactive approach can be further building on the strengths the company has, despite of going for any new extravagant strategies. This makes sense as the company has certain products which are market leaders and selling quite well. Two important things need to be done here, firstly identify the core areas of improvement and secondly ascertain the strategies in line with the core areas of improvement. The man strategies true can follow is: Go for launching the digestive biscuits and follow the leaders and target the most demanded SKUs. Increase the volume and the marketing of the most selling SKUs. Go for TV advertisements and try to increase the awareness about the Digestive biscuits in the market Special attention must be taken about the quality and the packaging of the product, as if the product is a telling one other communication tools will automatically be successful. Go for selective distribution of the product, create a customer grievance handling and monitoring cell which will keep track of the customer grievances and will be n constant touch with the retailers where Anmol products is kept.

40

PROACTIVE APPROACH: Modern marketing always calls for a proactive approach as companies now a days always needs to be two steps ahead of the competitor. When everything is going wrong, the idea is to dismantle competitors by doing Out of the box thinking which includes bringing innovative products, effective marketing and positioning of the product in such a way that competitor is not able to ape in the short run. The idea is to create a Niche in the market, or, a space in the market that will be untouched by the competitors. Anmol biscuits can follow the below mentioned strategies in this case: A fully fledged and independent R & D Department which will do adequate market research and bring out innovative products which other companies have never launched. Identifying the adequate cost and revenue centers is again very important. Lessening the dull SKUs and unwanted part of the sales force will aid in re engineering of the entire process. Identifying the exact target market and establish a well communicable product campaign. Taking proper attention to increase the quality of the biscuits, eye catchy pack sizes which appeal to masses.

41

CONCLUSION
Generally all organizations have competitors in the market. A particular organization always comprises with other same business and according to market share we clarify the brand of product is giving more challenge to my product. I found many products which can be compared with Britannia Biscuit. As a conclusion I found that particularly in my provided area Britannia is really doing well and its performance is on surprising level. When we compared with other businesses then we follow the quality, price, distribution system, promotional strategy etc. of the competitors Britannia in this area is doing well. So this is the comparison with other biscuits brands. According to our findings we found that BRITANNIA is the market leader followed by Parle. These two biscuits company the lion's share in the 2,200 crore biscuits industry But also it can be concluded that market potential for the Anmol Biscuits is much positive in competitive era and will sure cover the good market share of biscuit product. Potentiality of any product depends upon the futuristic performance of the product. It depends that how much retailers have potentiality to be permanent seller of Anmol Biscuits and the consumers to be the permanent buyers of the Anmol Biscuits.

42

BIBLIOGRAPHY
Websites:

_ http://www.biscuitfederation.org , the Indian Biscuits federation official Website. _ http://business.mapsofindia.com/india-industry/biscuits.html Article on Indian Biscuit segment.

Books:

Marketing Management and Contemporary practices, 3rd Edition, Philip Kotler Business Research Methods, Cooper and Schindler, 3rd edition ICMR publications on Biscuit sector Management consultancy: A Guide to the Profession, Milan Kubr

43

ANNEXURE
Questionnaire (Retailer)
Name of the retailer:Name of the Firm:Address:Contact No.:1. What is the nature of retail store? Super Market 2. Confectionary Shop General Store Kirana Shop

Which are the digestive brands that you keep in stock & what is its per month off take & stock level? Availability SKUs Per Month Off Take Stock Level

Brand Britannia Parle Sunfeast Bonn Priya Gold

3.

Kindly put score of these products based in below mentioned parameters (Rate between 1 to 5 where 5 in the best and 1 is the worst) Britannia Parle Sunfeast Bonn Priya Gold

Parameters Brand Pull Packaging Product Complaints Repeat Purchase Total

4.

If any brand score is between15 to 20 what makes this brand achieve such a score? Britannia Parle Sunfeast Bonn Priya Gold

Parameters TV Ads Outdoor Promos Radio Ads BTL Promotions Taste Crispiness Flavor Packaging

5.

What is the price of each digestive brand and consumer and retail schemes of each? MRP Retail Margin (%) Consumer Scheme

Brands Britannia Parle Sunfeast Bonn Priya Gold

44

6. Brands

How is the distribution, availability and lead time of digestive biscuit brands? Distributors Type Distributors Name Distributors Location Availability Lead time

Britannia Parle Sunfeast Bonn Priya Gold

7. Brands

What are the other features and benefits offered by the companies for digestive brands? Product Replacement Visit of Representatives Promotional supports If any (Please Specify)

45

Questionnaire (Customer)
1. Customer Location South Delhi East Delhi West Delhi North Delhi 2. Male 3.

Customers Gender Female Customers Monthly Income 10,000-20,000 20,000-30,000 30,000-40,000 Above 40,000

Less < 10,000 4.

Of which company(ies.) digestive brand biscuits you are aware of? Parle Sunfeast MCVities

Britannia 5.

Of which company(ies.) digestive biscuits you use? Britannia Parle Sunfeast MCVities

Do you repetitively buy the digestive biscuit of same brand? 6. What is the nature of retail store from where you buy digestive biscuits? Confectionary Shop General Store Kirana Shop

Super Market 7.

Please give rating for the parameters on which you give more emphasis while preferring a digestive biscuits. (Tick the point 1 for least 5 for highest).

Parameters Taste Crispiness Ingredients Brand Value Price Availability Packaging Promos & Discount Advertisement

8. High

What you feel about the price of digestive biscuits as compared to ordinary biscuits? Almost similar Low both have same price

9. Yes

Do you get the digestive biscuit of your choice in any retail outlet easily? No

10. If in case you do not find the digestive biscuit of your choice do you switch over to the next preferred brand if available? Yes No 11. Do the promotional sources use by the company appeals you to buy the digestive biscuits? Yes No 12. Which promotional medium appeals you the most? TV Ads News Paper Adverts Radio Ads Outdoor Promos Discounts and Offers

13. What are the promotional sources used by the company of whom, digestive biscuits you prefer? TV Ads News Paper Adverts Radio Ads Outdoor Promos Discounts and Offers

46

14. Please give the rating of your satisfaction level for the digestive biscuit brand you use on the following parameters?( Rate from 1 to 5, 5 for highly satisfied and 1 for highly dissatisfied). Parameters Taste Crispiness Availability Price Packaging Promos & Discount Advertisement 1 2 3 4 5

47