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Chapter – 1
Introduction
INTRODUCTION
MARKETING :
CONSUMER
The term “customer” is typically used to refer to someone who
regularly purchases a particular store or company. Thus, a person
who shops at FOOD-WORLD or who uses Pepsodent tooth is viewed
as a customer of these firms.
BRAND :
Branding has been around for centuries as a means to
distinguish the goods of one producer from those of another. In fact,
the word brand is derived from the Old Norse word brandr, which
means "to burn," as brands were and still are the means by which
owners of livestock mark their animals to identify them. According to
the American Marketing Association (AMA), a brand is a "name, term,
sign, symbol, or design, or a combination of them, intended to identify
the goods and services of one seller or group of sellers and to
differentiate them from those of competition."
Definition :
An identifying symbol, words, or mark that distinguishes a product or
company from its competitors. Usually brands are registered
(trademarked) with a regulatory authority and so cannot be used
freely by other parties. For many products and companies, branding is
an essential part of marketing.
Branding:
Definition
Entire process involved in creating a unique name and image for a
product (good or service) in the consumers' mind, through advertising
campaigns with a consistent theme. Branding aims to establish a
significant and differentiated presence in the market that attracts and
retains loyal customers.
Brand awareness :
Brand equity :
Brand Strategy :
Brand Awareness :
Brand Image :
Industry Profile
FMCG Industry :
FMCG are products that have a quick shelf turnover, at relatively low
cost and don't require a lot of thought, time and financial investment
to purchase
FMCG – Evolution :
FMCG SECTOR :
SL. Companies
NO.
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company)
3. Nestlé India
4. GCMMF (AMUL)
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8. Britannia Industries
9. Procter & Gamble Hygiene and Health Care
10. Marico Industries
Industry Watch
Total: 1.3 Million Tonne (RS 45 Billion)
Organized Sector ( 60 %) Unorganized Sector (40%)
Biscuit Production:
According to the production figures of members’ available unto
the calendar year 2003 to the FBMI, the total production was
625000 tonnes as against 475000 tonnes in the previous year. The
production of biscuit for the last 11 years is as under:
Production Production
Year Year
(tonnes) (tonnes)
2003 625000
HISTORY OF BISCUITS:
The history of biscuits can be traced back to a recipe created by the Roman
chef Apicius, in which "a thick paste of fine wheat flour was boiled and
spread out on a plate. When it had dried and hardened it was cut up and
then fried until crisp, then served with honey and pepper."
The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and
'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic
term for cookies in Italian. Back then, biscuits were unleavened, hard and
thin wafers which, because of their low water content, were ideal food to store.
As people started to explore the globe, biscuits became the ideal travelling
food since they stayed fresh for long periods. The seafaring age, thus,
witnessed the boom of biscuits when these were sealed in airtight containers
to last for months at a time. Hard track biscuits (earliest version of the
biscotti and present-day crackers) were part of the staple diet of English
and American sailors for many centuries. In fact, the countries which led this
seafaring charge, such as those in Western Europe, are the ones where
biscuits are most popular even today. Biscotti is said to have been a favorite
of Christopher Columbus who discovered America.
Making good biscuits is quite an art, and history bears testimony to that.
During the 17th and 18th Centuries in Europe, baking was a carefully
controlled profession, managed through a series of 'guilds' or professional
associations. To become a baker, one had to complete years of apprenticeship -
working through the ranks of apprentice, journeyman, and finally master baker.
Not only this, the amount and quality of biscuits baked were also carefully
monitored.
The English, Scotch and Dutch immigrants originally brought the first cookies
to the United States and they were called teacakes. They were often flavored
with nothing more than the finest butter, sometimes with the addition of a few
drops of rose water. Cookies in America were also called by such names as
"jumbles", "plunkets" and "cry babies".
Interestingly, as time has passed and despite more varieties becoming available,
the essential ingredients of biscuits haven't changed - like 'soft' wheat flour
(which contains less protein than the flour used to bake bread) sugar, and fats,
such as butter and oil. Today, though they are known by different names the
world over, people agree on one thing - nothing beats the biscuit.
The recipe for oval shaped cookies (that are also known as boudoir biscuits,
sponge biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has
changed little in 900 years and dates back to the house of Savoy in the 11th
century France. Peter the Great of Russia seems to have enjoyed an
oval-shaped cookie called "lady fingers" when visiting Louis XV of France.
The macaroon - a small round cookie with crisp crust and a soft interior -
seems to have originated in an Italian monastery in 1792 during the French
Revolution.
The inspiration for fortune cookies dates back to the 12th and
13th Centuries, when Chinese soldiers slipped rice paper messages into moon
cakes to help co-ordinate their defence against Mongolian invaders.
BAKING: This is the area where we pass these moulded wet biscuit
into baking oven. The biscuits are baked on desired temperatures.
Various type of heating are available now days as per the convenience
and cost. Different type ovens are available
PACKING: These biscuit are then stacked and fed into packing
machine for packing Different packing material are available for
packing of these biscuit in different packs slug packs , pouch pack or
family packs etc. These packs are then put into secondary packaging
like cartons to be transported to retailers.
Chapter - 2
Company Profile
COMPANY PROFILE
COMPANY’S BACKGROUND
PLANT LOCATION :
Britannia's plants are located in the 4 major metro cities –
Kolkatta, Mumbai, Delhi, and Chennai. A large part of products are
also outsourced from third party producers. Dairy products are out
sourced from three producers - Dynamic Dairy based in Baramati,
Maharashtra, and Modern Dairy at Karnal in Haryana and Thacker
Dairy Products at Howrah in West Bengal.
The logo has three colours red, white, and green each having its
own significance. Colour Red denotes Energy and Vitality. White
denotes purity. Green stands for Nutrition and Freshness. The strike
communicates Innovation and Futuristic Power of Britannia.
The portfolio was expanded with the launch of butter, pure flavored
milk in tetra packs and UHT milk.
Britannia has built an enviable retail distribution network,
which services 400,000 retail outlets in 2,200 towns with the help of
2,500 distributors. The company is aggressively expanding its network
with a bias towards the rural markets Recently, in the ethnic food
segment, the company introduced a new range of traditional
‘namkeens’ in Mumbai called Britannia Snax. The new range includes
seven varieties of traditional namkeens like 'Bikaner ki Bhujia' and
'Rajasthani Alu Bhujia' in a price range of between Rs 5 and Rs
20.The company is in the process of setting up a Greenfield Biscuit
Project in Uttaranchal to augment its production capacity, entailing
an investment of about Rs 55.2 crore. This plant will have capacity to
produce over 45,000 tonnes of two or three varieties of biscuit per
annum.So after over seven decades of being inseparable part of life in
India, Britannia is now set to usher its customers into a healthier and
tastier future.
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.
operations, and in 1921, it became the first company east of the Suez
Canal to use imported gas ovens. Britannia's business was
flourishing. But, more importantly, Britannia was acquiring a
reputation for quality and value. As a result, during the tragic World
War II, the Government reposed its trust in Britannia by contracting it
to supply large quantities of "service biscuits" to the armed forces.
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.
BRITANNIA OVERSEAS :
Bakers Pride :
offering convenience, variety and economy, over and above health and
nutrition.
Britannia saw the writing on the wall. Its "Swasth Khao Tan Man
Jagao" (Eat Healthy, Think Better) re-position directly addressed this
new trend by promising the new generation a healthy and nutritious
alternative - that was also delightful and tasty.
Thus, the new logo was born, encapsulating the core essence of
Britannia - healthy, nutritious, optimistic - and combining it with a
delightful product range to offer variety and choice to consumers.
BOARD OF DIRECTORS
Chairman
Managing Director
Vision :
To dominate the food and beverage market in India with a
distinctive range of “Tasty Yet Healthy” Britannia brands.
Mission :
To dominate the food and beverage market in India through a
profitable range of “Tasty Yet Healthy” products by making every
Indian a Britannia consumer.
Short-term Objective :
To improve image to shareholders.
To improve internal processes and controls.
To increase NSV and ROI.
Long-term Objective :
To be the lowest-cost producer in the market.
To become largest volume player in the bakery industry.
Distribution Strategy :
Production Authorized
Center Retailers
Wholesalers’
Basic Strategies :
New product development
New market development
Outdoor promotion
Rural thrust
Cost management
Quality Policy :
Customer Satisfaction
Total quality management
• Continuous up gradation of technology
• Improvement in processes
• Focus to meet emerging needs of the customers
• Mutually dependent lasting relationship with co-packers,
associates and suppliers.
Environment responsibility
Development of human resources
Improving skills and knowledge
• Generating motivation to excel
• Installing a sense of pride
• Commitment towards quality
Quality Objectives :
GLOBAL PARTNERS :
The Wadia Group of India along with Groupe Danone of France,
are equal shareholders in ABIL, UK which is a major shareholder in
Britannia Industries Limited. GROUPE DANONE is an International
FMCG Major specializing in Fresh Dairy Products, Bottled Water and
Biscuits/Cereals. One of the World leaders in the food industry, these
are some of the laurels it possesses:
• Evian: the best selling mineral water brand, with 1.5 billion
bottles sold every year. Present in the 5 continents, in 125
countries.
Financial results:
Over the years, Tiger has become the mass-market face of Britannia
symbolising fun and energy in both urban and rural India, and
transcending glucose biscuits.
IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack
has as much IRON ZOR as that in 1 kg of Banana.
• Integrity
• Team Orientation
• People Development
• Learning Orientation
• Customer Orientation
• Quality Orientation
• Entrepreneurial Spirit
• Communication
COMPETITORS :
Rs.1.36 crore.
* Britannia launched
'Greetings' range of premium
assorted gift packs.
PRODUCT PROFILE
In 1996, nobody, not even retailers, could believe that glucose had
the potential to grow another national brand. But Shining’s patented
research process extracted that glucose equals takat, and takat is
force or strength.
Britannia’s Eat Healthy, Think Better positioning was then straddled
as Tiger Health Force biscuits for the glucose market. The design
Specific objectives:
1. To make a through understanding of Branding & its
significance in increasing the sales of the organization.
2. Detail study about evolution of biscuits & its process.
3. Growth & future prospects of FMCG-Biscuits segment in
India economy.
4. To know to Britannia Company & its growth in Indian
market.
General Objectives :
To Conceptual analysis the Glucose Biscuits brand strategy.
To study the factors influencing brand decision.
To study the impact of the price increase of 100-gram Parle-G on
100-gram Britannia Tiger.
To understand the market potential of Britannia Tiger biscuits.
To know different Britannia products which both domestic &
International branded.
2.Britinnia now has separate teams for general sales, modern trade,
institutions, and semi-urban and rural markets. It is building strong
capabilities in each of these segments.
Note: During the survey, the respondents’ were asked to rate the 100-
gram Tiger and the 100-gram Parle-G glucose biscuits with respect to
milky taste. It is significant to note that only 141 respondents of the
total 200 were able to rate the Tiger brand whereas 169 respondents
were able to rate Parle-G brand.
Analysis:
CHART-1
75.5
40.5
26.5 29.5
3.5
2.5 6.5 15.5
0 0 0 0
Very High A Little Just Right A Little Very Low Can't Say
High Low
Interpretation:
A large majority of the respondents rated the milky taste of
Parle-G glucose biscuits as ‘just right’ whereas the percentage of
respondents who said that the milky taste of the Tiger glucose biscuits
was ‘just right’ was not that high. There was also a crucial percentage
of the respondents who rated the Tiger glucose biscuits milky taste as
‘a little low’. Also, the percentage of the respondents who were unable
to rate the milky taste was much higher for Britannia Tiger glucose
biscuits than for Parle-G glucose biscuits.
SWOT ANALYSIS
STRENGTHS WEAKNESS
• Established brand • High overhead costs
name. vis a vis
• Widespread competition from
Distribution Parle, Priya Gold.
Network.
• Wide Range
products covering
all segments.
• Focus on rural
markets.
• Superior technology
e.g. SAP.
• World-class
factories.
• Research and
Development
department.
Opportunities S-O Strategies W-O Strategies
• Rural markets. • Differentiate brand • Distribution thrust
according to into interiors.
CHAPTER-3
CONCLUSION
CONCLUSION
CHAPTER-4
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS:
Marketing Management by Philip Kotler (Prentier Hall of India Pvt
Ltd) Ninth Edition.
NEWS PAPERS:
THE ECONOMIC TIMES
THE TIMES OF INDIA
THE BUSINESS AGE
THE BUSINESS STANDARD
THE INDIAN EXPERESS
MAGAZINES:
BUSINESS INDIA
INDIA TODAY
INTERNET WEBSITES:
www.britanniaindustries.com
www.google.com
www.parlebiscuits.com
Chapter - 5
Annexure
Brand Ambassadors
PRODUCT ADVERTISMENT
ADVERTISMENT