Britannia Marketing Analysis

Britannia Marketing AnalysisBritannia is acquirable in entirely oer India. Britannia Industries limited is engaged in the provision of bakery products, including biscuits, bread, Rusk, and cakes. It is headquartered in Kolkata. sedulous nearly more than than 3000 mint as on 2010. Britannia alone the products we contribute find in every place. Like rural market, urban and cities. The societys diffusion channel divided in three levels. Manufacturer to allocator, distributor to integral seller and solely seller to retailer then the guest. The biscuits generally available in every daily needs take a crap provision stores, food product shop.The Wadia group of India along with Group Dan angiotensin converting enzyme of France, ar equal percent holders in ABIL, UK which is a major conductholder in BIL. GROUPE DANONE is an international FMCG major specializing in Fresh Dairy Products, Bottled water and Biscuits. matchless(prenominal) of the world draw in the food ind ustry. No. 2 worldwide in biscuits by means of its three core businesses (Fresh dairy products, Beverages and biscuits products).Britannia in Goa was started in 1942. After judgment of dismissal of Goa in 1962 they introduce depot in Goa to the K.D. Naik in margao.AIMES AND impersonalSTaking the feedback of Britannia customers about the schemes by Britannia and their competitors in Goan market.METHODOLOGYIn this market research I used disbeliefnaire as the research instrument. I inter tidy sumed around carbon outlets (shop keeper, whole seller, super markets etc). Interaction was make while the curriculum vitae was conducted. The entire respondent were asked their suggestion which were deemn to the lodge.Industrial AnalysisIndustry FMCG Industry.FMCG industry, also called as consumer packaged goods industry primarily deals with the production, distribution and marketing of consumer packaged goods. The FMCG are those consumables which are normally consumed by the consumers a t a regular interval. blooming activities of FMCG industry are selling marketing, financing, purchasing etc. the competition among FMCG manufacturer is also growing and investment in this industry is also change magnitude specially in India. FMCG is regarded as the fourth largest sector with total market size of it of US$13.1 billion. FMCG sector in India is estimated to grow 60% by 2010.Sub industry Bakers.Companies Parle, Britannia, ITC (Sun feast), Kwality, Nestle, Kelloggs, Priya food products, modern food etc. jumper lead PlayersProduct variationCompanies Overview.In 1892, a biscuit community was started in a ordinary house in Kolkata with an initial investment of Rs. 295. The company we all know as BRITANNIA today.In 1910, arrival of electricity Britannia sees operations developed. And by 1921, it became the first company east of the Suez Canal to use trade gas ovens. Britannia was acquiring a reputation quality and value. During 1944 sales slope up by more than eight t imes to reach 1.36 crore.The company unveiled its new corporate identity- Eat Healthy Think Better- and made its first foray into the dairy product market. In 1999, the Britannia Khao, World cup Jao onward motion further one of Indias best known bulls eyes and also one of the most admired food brands in the country. In 2002 BIL launches joint jeopardize with Fonterra, the worlds second largest dairy company Britannia New Zealand Foods Pvt. Ltd. is born Rated as One amongst the Top 200 Small Companies of the World by Forbes Global scotch Times ranks BIL Indias 2nd Most Trusted bulls eyeBritannia brand is all about eating healthy for leading a better life.Largest company in the Indian Food processing industry whose product shop also includes Breads and Cakes.Manufacturing and sourcing locations spread across the length and breadth of the country.Exporter of key biscuit brands enjoying brand loyalty in export markets.Vision-The companys policy is customer satisfaction with less price as well as quality. rate maximum customer and sale of volume. The company wants to reach the product in every segment of customer. Also targeted to urban, rural, city town and villages area of market. lavishly promotion for selling the product and achieve maximum market share and to increase the profitability by selling of maximum quantity.Britannia Industries Ltd. (BIL)Organisation structure. electric chairManaging DirectorGeneral ManagerAss. General ManagerFinance dept. output dept. Marketing dept. sales Purchase dept. HR dept. senior(a) Manger Senior Manager Senior Manager Senior Manager senior directorfinance Manager Production manager Marketing manager do main(prenominal) Sales Manager HR ManagerAccountant Officers marketing excecutive sphere of influence Sales Incharge Ass. HR managerOfficers Supervisors Sales man Executive of import Manufacturing UnitDistribution ChannelFive forces-Threats of new entry-Economics of scale.Cost and resources advantage.Brand prefere nce and consumer loyalty.Access to distribution channel.Capital requirement.Proprietary products.Buyer office staff-Cost switching to competitors brands.Large number of buyers.Product differentiation.Supplier cater-Brands.Distributer.Substitutes.Availability of attractive price substitutes.Satisfaction level of substitutes.No prompt substitutes.Competitive rivalry.Demand for products.Price wars.Nature of competitors.PROJECTRESEARCH OBJECTIVE-Taking the feedback of Britannia customers about the schemes by Britannia and their competitors in Goan market.METHODS OF DATA COLLECTION- primal data collection.Through structured questionnaire.Interview or feedback of the shopkeepers.Secondary data collection.InternetMarket research booksCompany brochure and leaflets.SAMPLING surface- c OUTLETS. (Super markets, large stores, large kirana, Small kirana, Bakery and food store, Mithai shop, genus Pan Bedi store, school and college outlets)RESEARCH LOCATIONS-South GoaMargao main marketMargao surroundings.VascoQuepemPonda.North GoaPanjim main marketPanjim surroundingsMapusaPednemCollection Of Information.It was the excited task of collecting the info as the end user had to explain all details of the survey and then non- availability as particular time consuming. The questionnaires were filled by the researchers due(p) to language problems and limited time during survey.FINDING AND ANALYSIS.The first question in the questionnaire was about the sway of biscuits which respondent unbroken in your shop?Sample size blowAnalysis gibe to survey, most of the shopkeepers kept the product of Britannia and Parle more than other products. jibe to above data we tail assembly analyse that 48% of stock is filled by the Britannia products and 22% of stock is filled up by the Parle products and remaining 30% of stock is kept sun feast, Priya gold and other local biscuits.Which brand of products is for the most part change?Sample size 100.AnalysisAccording to survey out of 100 r espondents, 46 supports for Britannia, 27 respondents go for Parle and 20 told sun feast is mostly sold. It means that Britannia and Parle were more demanded by the customer as compare to sun feast and other local products.What made consumer to purchase Britannia products.Sample size 100AnalysisAccording to above pie chart shows that, it can be evaluated that most of the people i.e. 57% of the people go for Britannia due to its hell dust than 30% prefer Britannia due to its price and rest of 15% due to its popularity and fame.Which periods the habit of Britannia is gamy?Sample size 100.AnalysisAccording to survey, consumption of Britannia products is more in the rainy and winter season, as the consumption in summer seasons gets low.According to you, price of the Britannia product is?Sample size 100AnalysisAccording to survey, 49 respondents aver that price of the product is credible and around 25 to 24 people says it price of Britannia product is high and low.Which brands sche mes is more profitable to you (shopkeeper)?Sample size 100AnalysisAccording to survey, most of the respondent say Parle product schemes is more profitable as percentage of providing schemes by Parle is more as compared to other brands product want Britannia, sun feast and Priya gold.What do you want to say about the portion of Britannia?Sample size 100.AnalysisThe survey founded that shopkeepers are satisfied with the service provided by the Britannia. Overall, the only thing is to say is that it is OK. Some of the places of shopkeeper responded that the distributor doesnt give regular preparation of product and also they were not responding timely.How do you rank the Britannia with the competitor in case of schemes?Sample size 100AnalysisOn the cornerstone of above data most of the shopkeepers view not supporting to the Britannia product in relation to schemes because of improper supply of the products. These are the only reason which makes shopkeeper rank Britannia products l ower than the competitors.What would you give care to say about Britannia schemes?Sample sizeAnalysisOn the basis of above data most of the peoples say that percentage of providing schemes is very less as compared to other products brands. For e.g. If Britannia provide marigold scheme, such as 50+2. The very(prenominal) Parle will provide 50+3. These are the difference. Very less people say it is profitable only if they can buy in bulk. flummox you seen any promotion activity of the product through electronic media or mark media?Sample size 100.AnalysisAccording to above survey, more than half of the customers said that they haveNot saw any promotion activity of the Britannia product through print media.Suggestions.To improve their service of the products. event corrective measures to overcome the problems of late or delay supply of products.They should give the proper feedback to the shopkeepers on the time.They should carryout promotional activities properly or effectively.ANNEX UREQuestionnaire-What are all the biscuits that you stock in your shop?ParleBritanniaSun feastPriya gold different local biscuits.Which brand of products is mostly sold?ParleSun feastBritannia separate localWhat made consumer to purchase Britannia products.PriceTaste / FlavourPopularity / FameWhich season the consumption of Britannia product is high?WinterSummerRainyAccording to you price of the products is?LowReasonableHighNo ideaWhich brand schemes is more profitable to you?BritanniaParleSun feastPriya gold.What do you want to say about the service of Britannia?SatisfactoryPoor/ BadNo definitionHow do you rank the Britannia with competitor in case of schemes?Lower respectable/OkExcellentNo commentWhat would you like to say about Britannia schemes?Other competitor percentage is moreIncrease percentage of schemes more(prenominal) profitable only if buy in bulkNo comments strike you seen any promotion activity of the products through electronic media or print media?YesNoPersonal Inf ormationNameArea/Place