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CONTENTS

Acknowledgement Preface Executive Summary Objective of the project Research ethodology!

"iterature Review #ompany Profile $rade Profile arketing Plan anagement %ierarchy #omparison with other business &ovt! policies related to business About the topic ' arket Potential( )indings And Analysis "imitation Summary*conclusion Suggestions*Recommendations +ibliography Annexure

,ord of $hanks -uestionnaire

ACKNOWLEDGEMENT
A work is never a work of an individual! ,e owe a sense of gratitude to the intelligence and co.operation of those people who had been so easy to let us understand what we needed from time to time for completion of this exclusive project! ,e want to express our gratitude towards )aculty/ 00P rs! Susheela #hamoli/ arketing

1elhi for giving us an opportunity to do this project!

"ast but not the least/ we would like to forward our gratitude to our friends 2 other faculty members who always endured us and stood by us and without whom we could not have envisaged the completion of our project!

PREFACE
$o start any business the success entirely depends on the marketing research done about the particular and the consumer attitude towards the product! arketing research plays a vital role in a business to make it success! ,e have tried to put our best effort to complete this task on the basis of skill that we have achieved during our studies in the institute! ,e have tried to put our maximum effort to get the accurate statistical data! %owever we would appreciate if any mistakes are brought to us by the reader!

EXECUTIVE SUMMARY
After going thick on the things/ now time is to make a complete picture! ,hile making a product a S34 'stock keeping unit( of the shop retailers think about the & RO0 'gross margin return on investment( and they promote the brand which provides them highest! $hey 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! arketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers! $he manufacturer should understand consumer behavior because retailers can5t help 6uality and price! 0t is only up to manufacturers to deliver what consumer wants! 0 need to stress on it because 789 retailers said that it is demand why they sell +ritannia! :;9 agree that at retail shop it is brand popularity/ which determine the purchase of biscuit! $here is a greater need to understand the retailer behavior! #onsidering them as a team/ working for the company may help them to be attached to the company! $here should be a feeling of belonging to the company in inner of the retailers! $his can be done by setting values club for retailers so that they may exchange views with the company and help in understanding consumer behavior!

CONSUMER BUYING BEHAVIOR

4nderstanding the buying behavior of the target market is the essential task of marketing management under marketing concept! $he consumer market consists of all the individuals and households who buy or ac6uire good and services for personal consumptions! $he buying behavior tries to find out the answers for the 6uestions/ who buys< %ow do they buy< ,here do they buy< 1o they buy< (A) FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR $here are four major factors that influence the buying behavior such as cultural factors/ social factors/ personal factors/ and psychological factors! i! CULTURAL FACTORS: #ulture is the most fundamental determinant of a person wants and behavior! =alues/ perceptions/ preferences/ and behavior are the main variable under culture of an individual! Each culture contains sub.culture like nationality/ religious group/ geographical area/ and linguistic divisions etc! ii! SOCIAL FACTORS: A consumer behavior is also influenced by social factors such as the consumer reference group family and social roles and status! iii! PERSONAL FACTORS: A buyer decision is also influenced by his or personal characteristics/ notably the buyers age/ lifestyle/ occupation/ economic circumstances etc! PSYCHOLOGICAL FACTORS: a person buying choice is also influenced by four major psychological factors such as motivation/ perception/ learning belief and attitudes!

(B) BUYING DECISION PROCESS 0t includes buying roles/ types of buying and steps in buying process! I. BUYING ROLE

$he buying role could be classified into four parts! $hese are initiator/ influencer/ decider and buyer! II. TYPES OF BUYING BEHAVIOR #onsumer decision taking varies with the type of buying decision! $here are four types buying behavior such as #omplex buying behavior/ %abitual buying behavior/ =ariety seeking buying behavior! III. STAGES IN BUYING DECISION PROCESS %ere are five stages in buying decision process namely problem recognition search/ evaluation of alternatives purchase decision and past purchase behavior! NEED RECOGNITION $he buying process starts with the buyer5s recognition of a problem of need! $he buyer senses a difference between his actual state and desired state! INFORMATION SEARCH $here are different sources from where a consumer can gather information like personal sources commercial sources/ experimental sources! EVALUATION OF ALTERNATIVES After gathering information about different products the customer will be in a fuss as to choose which product among the mainly alternatives consumer usually evaluate the alternatives on traditional basis/ on the basis of utility function etc! from the many alternative consumers at last choose the best one for him!

PURCHASE DECISION A consumer who decides to execute purchase intention will be making up to five purchase decisions! POST PURCHASE BEHAVIOR After purchasing the product and services the consumer will experience some level of satisfaction or dissatisfaction with the product and services that will influence subse6uent behavior! 0f consumer is satisfied he may show the probability of buying the product the next time/ satisfied customer will say good thing about the product/ proving the statement that >satisfied customer is the best advertisement!? A dissatisfied customer may take some action against it! $hey may try to reduce the dissonance by abandoning returning the product! 4nderstanding consumer needs and buying process is the foundation of any company! +y understanding how buyers go through problem recognition/ information search evaluation of alternatives/ the purchase decision and post purchase behavior marketers can pick up many clues as to how to meet buyers need!

LITERATURE REVIEW
Mar !"#$% arketing is a societal process by which individuals and groups obtain what they need and want through creating/ offering and freely exchanging products and services of value with others or other wise it is the process of planning and executing the conception/ pricing/ promotion and distribution of ideas/ goods/ services to create exchanges that satisfy individual and organi@ational goals! Mar !"#$% S"ra"!%& arketing strategy is a set of objectives/ policies and rules that leads the companyAs marketing efforts! 0t is the marketing approach to accomplish the bread objective of the marketing approach to accomplish the bread objective of the marketing plan! $he various process of marketing strategy are given below! ;! Selecting largest markets segmentation B! Positioning C! Product D! Price 7! Place :! Promotion E! Research and development 8! arketing research

Mar !" '!%(!$"a"#)$ a$* '!+!,"#$% "ar%!" (ar !" 0t is an effort to increase a companyAs precision marketing! $he starting point of any segmentation discussion is mass marketing! 0n mass marketing/ the seller engaged in the mass production/ mass distribution and mass promotion of one product for all buyers! arket segment consists of a large identifiable group within a market with similar wants/ purchasing power geographical location/ buying attitudes or buying habita! 0t is an approach midway between mass marketing and individual marketing! $hrough this the choice of distribution channels/ and communicaton channels become much easier! $he researchers try to form segments by looking at consumer characteristicsF geographic/ demographic/ and psychographic! After segmenting the market then target market selected! -. P)'#"#)$#$%:. $he positioning is a creative exercise donw with an existing product! the well known products generally hold a distinctive position in consumerAs minds! $he positioning re6uires that every tangible aspect of product/ price/ place and promotion must support the chosen positioning strategy! #ompany should develop a uni6ue selling proposition '4SP( for each brand and stick to it/ PP" consistently promotes its 1AP fertili@er by %igher yield at lower cost! As companies increase the number of claims for their brand/ they risk disbelief and a loss of clear positioning! 0n general a company must avoid four major positioning errors! $hose are under positioning over positioning/ confused positioning and doubtful positioning! /. Pr)*0,":. A product is any offering that can satisfy a need or want! $he major types of basic offerings are goods/ services/ experiences/ events/ places/ properties/ organi@ations/ information and ideas! $he company gives more importance in 6uality/ packaging/ services etc! to satisfy the customers! $he products has itAs life cycle! $he product strategies are modified in different stages of product life cycle!

1. Pr#,!:. 0t is the most important aspect in companyAs point of view! Price of the product will be decided by the company according to the competitorAs price! 2. P+a,!:. $his plays a major role in the entire marketing system! the company emphasis on itAs distribution network! Proper distribution network gives proper availability of the product! 3. Pr)()"#)$:. Promotion is the one of the major aspects in marketing strategies! +y adopting various promotional activities the company create strong brand image! 0t also helps in increasing the brand awareness! 0t includes advertising/ sales promotioins and public relations etc! 4. R!'!ar,5 a$* D!6!+)7(!$":. after testing/ the new product manager must develop a preliminary marketing strategy plan for introducing the new product in to the market! $he plan consists of three parts! $he first part describes the target marketAs si@e/ structure and behavior! $he second part out lines the planned price/ distribution strategy and marketing budget for the first year! $he third part of the development describes the long run sales and profit goals and marketing mix strategy over time!

MARKETING MIX
Tar%!" Mar !" Pr)*0," Product variety -uality 1esign )eatures +rand name Packaging Si@es Services ,arranties returns Pr#,! "ist price 1iscounts Allowances Payment period #redit terms Pr)()"#)$ Sales promotion Advertising Sales forces Public relation 1irect marketing P+a,! #hannels #overage Assortments "ocations 0nventory $ransport

HISTORY OF BISCUITS
Sweet or salty! Soft or crunchy! Simple or exotic! Everybody loves munching on biscuits/ but do they know how biscuits began<

$he 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! ,hen it had dried and hardened it was cut up and then fried until crisp/ then served with honey and pepper!> $he word A+iscuitA is derived from the "atin words A+isA 'meaning AtwiceA( and A#octusA 'meaning cooked or baked(! $he word A+iscottiA is also the generic term for cookies in 0talian! +ack 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! $he seafaring age/ thus/ witnessed the boom of biscuits when these were sealed in airtight containers to last for months at a time! %ard 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! 0n fact/ the countries which led this seafaring charge/ such as those in ,estern Europe/ are the ones where biscuits are most popular even today! +iscotti is said to have been a favorite of #hristopher #olumbus who discovered AmericaG aking good biscuits is 6uite an art/ and history bears testimony to that! 1uring the ;Eth and ;8th #enturies in Europe/ baking was a carefully controlled profession/ managed through a series of AguildsA or professional associations! $o become a baker/ one had to complete years of apprenticeship . working through the ranks of apprentice/ journeyman/ and finally master baker! Hot only this/ the amount and 6uality of biscuits baked were also carefully monitored! $he English/ Scotch and 1utch immigrants originally brought the first cookies to the 4nited States and they were called teacakes! $hey were often flavored with nothing more than the finest butter/ sometimes with the addition of a few drops of rose water! #ookies in America were also called by such names as >jumbles>/ >plunkets> and >cry

babies>! As technology improved during the 0ndustrial Revolution in the ;Ith century/ the price of sugar and flour dropped! #hemical leavening agents/ such as baking soda/ became available and a profusion of cookie recipes occurred! $his led to the development of manufactured cookies! 0nterestingly/ as time has passed and despite more varieties becoming available/ the essential ingredients of biscuits havenAt changed . like AsoftA wheat flour 'which contains less protein than the flour used to bake bread( sugar/ and fats/ such as butter and oil! $oday/ though they are known by different names the world over/ people agree on one thing . nothing beats the biscuitG S)(! #$"!r!'"#$% 8a,"' )$ "5! )r#%#$ )8 )"5!r 8)r(' )8 9#',0#"': $he recipe for oval shaped cookies 'that are also known as boudoir biscuits/ sponge biscuits/ sponge fingers/ Haples biscuits and Savoy biscuits( has changed little in IJJ years and dates back to the house of Savoy in the ;;th century )rance! Peter the &reat of Russia seems to have enjoyed an oval.shaped cookie called >lady fingers> when visiting "ouis K= of )rance! $he macaroon . a small round cookie with crisp crust and a soft interior . seems to have originated in an 0talian monastery in ;EIB during the )rench Revolution! SPR0H&.uhr.lee/ have been traditional #hristmas cookies in Austria and +avaria for centuries! $hey are made from a simple egg/ flour and sugar dough and are usually rectangular in shape! $hese cookies are made with a leavening agent called ammonium carbonate and baking ammonia! $he inspiration for fortune cookies dates back to the ;Bth and ;Cth #enturies/ when #hinese soldiers slipped rice paper messages into moon cakes to help co.ordinate their defence against ongolian invaders!

Britannia

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 1service biscuits1 to the armed forces. .s time moved on, the biscuit market continued to (ro 2 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 follo in( year, 'ritannia 'iscuit !ompany as re)christened 'ritannia Industries 7imited "'I7$. 8our years later in 1989, 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 ) 1;at <ealthy, Think 'etter1 ) and made its first foray into the dairy products market. In 1999, the 1'ritannia #hao, /orld !up :ao1 promotion further fortified the affinity consumers had ith ''rand 'ritannia'. 'ritannia strode into the 21st !entury as one of India's bi((est brands and the pre)eminent food brand of the country. It as e-ually reco(ni+ed for its innovative approach to products and marketin(= the 7a(aan >atch as voted India's most successful promotional activity of the year 2**1 hile the delicious 'ritannia &*)&* >aska)!haska became India's most successful product launch. In 2**2, 'ritannia's ?e 'usiness @ivision formed a Aoint venture ith 8onterra, the orld's second lar(est @airy !ompany, and 'ritannia ?e Bealand 8oods 4vt. 7td. as born. In reco(nition of its vision and acceleratin( (raph, 8orbes 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 (ro n 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. <avin( succeeded in (arnerin( the trust of almost one)third of India's one billion population and a stron( mana(ement at the helm means 'ritannia ill continue to dream bi( on its path of innovation and

-uality.

PRODUCTS
T#%!r Ba$a$a +ritannia is committed to help secure every childAs right to &rowth 2 1evelopment through good food everyday! Purposefully taking forward the credo of AEat Healthy, Think Better A/ we have launched a new variant under our power brand $0&ER . TIGER BANANA . power packed with IRON ZOR 2 and with the delightful taste of banana! IRON ZOR helps make mind sharper and body stronger! A Rs!D pack has as much IRON ZOR as that in ; kg of +anana! R21 in +ritannia has spent considerable time to develop this nutritious and delightful snack for children! Br#"a$$#a T#%!r Ba$a$a packed with IRON ZOR and goodness of +anana is accessible to all/ being available in convenient packs priced at Rs!B/ Rs!D and Rs!;J! N0"r#C5)#,! S0%arO0" Sounds like yesterday when people commented that healthy foods meant >compromising on the taste!> Hutri#hoice SugarOut is the most novel product range to have been introduced in the market! $he product is not just sweet but tastes great/ and yet contains no added sugar. $his is because Hutri#hoice SugarOut is sweetened with >Sucralose/> derived from sugar/ which provides the same sweetness as any other biscuit/ without the added calories of sugar!

$his range is available in C delicious variants namely L#"!"#(!: C5),)+a"! ,r!a(: a$* Ora$%! ,r!a(/ targeted towards all health sensitive people! 0t is also relevant for consumers with sugar related ailments! ,e are sure that you will be pleasantly delighted with its great taste and e6ually surprised to know that it has no added sugar! Don't be taken for a ride when you read "Sugar Free" label on many bis uit !a ks marketed in "ndia or abroad. E#en with $%%& no'added sugar, wheat' ereals in bis uits ha#e their own natural sugar ontent. Britannia has hosen to re!resent these bis uits with "(o )dded Sugar" laim, as there is no added sugar in the !ro essing of (utri*hoi e Sugar+ut.
Br#"a$$#a 2;.2; P!77!r C5a ar

$he launch of the latest 7J.7J variant left everybody guessing >,hat it ee@<> )rom $= ads/ radio/ outdoor and in.store display materials to events/ a website and S S and email blasts/ traditional and new media were blended synergistically to create excitement and curiosity about the uni6ue taste of the biscuit! $he tangy and distinctive pepper flavoured biscuit/ thatAs thin and crispy and more like a snack/ caught the imagination of a younger audience craving something to nibble on! $he 7J.7J Pepper #hakkar launch is truly a case of leveraging the marketing mix to best advantage!

N0"r#C5)#,! D#%!'"#6! B#',0#" Hothing can be more difficult than making small efforts in our daily life towards healthy and active living! BD*E we are engrossed in our busy schedulesF skipping meals/ missing walks/ along with inade6uate sleep and fre6uently eating.out/ all take

a heavy toll on our health! At least with the new and improved (utri*hoi e Digesti#e Bis uit/ we have one less thing to worry about! ade with 7J9 whole.wheat and packed with added fibre ';J9 of our daily dietary needs(/ these delightfully tasty biscuits are amongst your healthiest bites of the day! 0n your next visit to a shop just look out for its &olden.green international carton pack! $ry one and youAll know that youAve made one smart choice . Hutri#hoice!
Tr!a" Fr0#" R)++<

All kids who have relished the yummy creamy treasures of +ritannia $reat in exciting flavors/ have yet another reason to celebrateG +ritannia $reat launches the ama@ingly yummy $reat )ruit Roll@GG $hese tasty soft rolls are filled with real fruits and provide a healthy yet mouth.watering treat to the kids! )ruit Roll@ comes in four masti fruit flavours . Luicy Apple/ Strawberry Surprise/ $angy Orange and 1elicious 1atesG ,ant to know a little secret< $hey make the best tiffin treatsG So during snack time what better than to munch on the delicious and healthy )ruit Roll@ and discover the yummy fruit flavor from within the shells! 3eeping up with +ritanniaAs platform of Ataste bhi/ health bhiA/ )ruit Roll@ is indeed a yummy snacking option for kids/ while keeping the fruit filling! So go on and treat yourself to the lip.smacking snackG oms assured about the goodness provided by the

N!= Br#"a$$#a M#+ B# #'

ilk +ikis/ the favourite growth partner of 3ids/ now brings greater value and delight to all with its new product and pack design! Recently re.launched in its existing Southern 2 Eastern markets/ and extended across 0ndia/ the new ilk ilk +ikis is all set to add excitement and appeal to Mnutritious5 food! ,hoever said that Mgood food5 needs to look Mdull and boring5/ will just have to take a look at +ikis! ,ith a uni6ue and attractive honeycomb design and an enhanced product experience/ the new biscuit prompts the M3id5s will love it5 reaction amongst mothers! $he milk goodness in the recipe is now enhanced with S AR$ H4$R0EH$S N D vital vitamins/ iron and iodine/ proven to aid mental and physical development in growing kids! $he premium packaging/ besides appealing to kids/ also ensures that the biscuits remain fresh and crisp! So/ whether its breakfast time or snack time at school/ rest assured that kids will look forward to munching these crunchy/ milky biscuits which even helps in their development! And yes/ adults won5t be far behind in reaching out for a pack

F#$a$,#a+ A$a+&'#' +ritanniaAs gross sales turnover increased to Rs ;8/;EI mn in BJJ7.J: from Rs ;:/;7D mn in the previous year/ registering a growth of ;C9! Operating profit at Rs ;/E:C mn increased by E9/ profit before tax and exceptional items at Rs! ;/I78 mn declined by ;I9 against BJJD.J7 / impacted by the profit on sale of long term investments that accrued to Aother incomeA last year!

O)ig. B!;P &ross Sales of +ritanniaQ $he #ompany achieved these results despite significant increases in input cost/ particularly sugar/ fuel and oils/ coupled with aggressive pricing in the industry! Rour #ompanyAs focused initiatives on commercialising market place opportunities/ supply chain efficiencies and overall cost management resulted in its top line growth and profitability! Operating margin at ;J!C9 in BJJ7.J: compared with ;J!I9 in the previous year was impacted by the inflation in input costs! 1espite stiff competition/ your #ompany stabilised and held its overall market share at C;!E9 in volume and C8!89 in value for the last year! Exports turnover during the year was Rs ;;;!E; mn against Rs E;!:7 mn in BJJD.J7/ a growth of 7:9

O)ig B!BP Earning per Share of +ritanniaQ

>22; >2;; >12; >1;; >/2; >/;; >-2; >-;; O7!$#$% H#%5 )8 "5! Da& L)= )8 "5! Da& C+)'#$%
-?.)> -@.;> /;.;> />.;> ;>.;-

O)ig B!CP &raph of Share

ovement of +ritannia 0ndustry on the +SEQ

THE INDUSTRY
+iscuits derive its name from a )rench word meaning twice backed breadF +iscuits in general have a good shelf life/ which is higher than all other snack items available in the market! 0ndia is the second largest producer of biscuits in the world after the 4!S!A! but still the per capita consumption is only B!C kg*year of developed countries! As per the latest survey done by H!#!A!E!R!/ DI biscuits are consumed in rural areas! $he penetration of biscuits into households stands at an average of 8C!B9 with the rural penetration at EE9 and urban penetration at 889! +iscuits are reserved for the small scale sector but there are strong possibilities of the industry being deserved in line with the government policy of liberali@ation! $he net effect thus would be greater choice for the consumer as well as a check on the costs! $he country production of the biscuits during BJJD.J7 was ;8!: "ac tons of which ;*B were manufactured by the organi@ed sector! $he industry turn over was 7CBB!E #rores of which organi@ed sector contributed B7;I!C crores! +ritannia/ makers of +ritannia biscuits/ doubled capacity from B7 tonnes a day to 7J tonnes and plans to be a national brand soon! 0n an aggressive mode/ the Horth dominated biscuit player has increased its ad budget to Rs! 7 crore this year from Rs! C crore last year! +ritannia has also recently invested about Rs! 7 crore in the moderni@ation and expansion of its production and packing its production capacity of DJ tonnes per day to ;JJ tonnes per day by next year! $he aimP to take the current turnover of Rs! 7J crore to Rs! ;JJ crore by the year! $he low priced brand claims to have a ;7 per cent market share in the Horth and is aggressively eyeing a bigger bite of the Rs! B/7JJ crore biscuit industry! $he brand plans to gain a DJ per cent market share in the Horth by the year of!

$he companyAs strategy has been to attract new consumer segments and widen its consumer base with its well packaged low priced offerings! +ritanniaAs success has also come from its formidable! 0t gives me great pleasure to introduce the Summer $raining Report! 0t is based on the survey conducted in East 1elhi region on +iscuit industry! $he applicability of various branding strategies play crucial role in marketing in product! the applicability has grown due to the liberali@ation/ competition and technological changes taking place in corporate world! 0n this project the various branding strategies adopted by the company has been studied and compared on the basis of current market scenario! 0t gives the idea about the market share enjoyed by the different companies in the B#',0#" I$*0'"r&. 0t provides the ade6uate coverage of many issues related to biscuit industry! $he objective of this report is to give the market share of +ritannia biscuits in the 0ndian capital 'Hew 1elhi(! 0t has been made possible by knowing the consumerAs behaviour and by studying the patterns adopted by the retailers! 0t gives us very precise view about the existing demand of +ritannia biscuits and demand of their products as compared to other competitors! 0t also highlights the changing market trends and consumer preferences/ why they have shifted from finally pack to pouch pack! $he annual growth rate of the industry is about ;B!79! %owever/ the growth of cream biscuits/ assorted or special variety is the range of CJ.DJ9! $he organi@ed sector consists of large/ medium and small scale biscuit manufacturers who produce packed biscuits! $he major players in this sector are +ritannia/ +akeman5s/ and Parle/ etc! the unorgani@ed sector comprises of small bakery units/ cottage and household type manufacturing plants! $hese units distribute their biscuits in the surrounding vicinity of their manufacturing locations of say BJ.7J kms! $he country production of biscuits during BJJ7.J: is estimated to be about ;I!7 lack tons! Out of which ;*B again is expected from unorgani@ed sector!

MARKETING STRATEGY
arketing is not Euclidean geometry a fixed system of concept! Rather marketing is one of the dynamic fields with in the management arena! $he market faces continually a new challenge everyday and companies must respond to it positively! $herefore it is not surprising that new market idea keep surfacing to meet new market place challenges! $he market process is applicable to more than goods and services! Anything related to market including ideas/ events/ policies/ prices and personalities comes under market strategy! %owever it is important to emphasi@e opportunity in the market through market strategy! )ollowing strategies adopted by the organi@ation! A '"r)$% A0a+#"& )8 "5! 7r)*0," a$* ,0'")(!r 'a"#'8a,"#)$: #ustomers always believe in good 6uality product! in my survey 0 found that in percentage term more people is 6uality conscious and not price conscious! #ustomer satisfaction is very important part of the organi@ation that at any cost they have to fulfill! A %r)=#$% r!+a"#)$'5#7 =#"5 ,0'")(!r a$* ,0'")(!r r!"!$"#)$: Howadays a good relation with customer is very important for organi@ation! Sale is totally depending on the relation with the customers! #ustomerAs retention is also a major aspect for growing business! 0t means keep the old customer and try to make new customer! F),0' )$ ,)(7!"#")r' a,"#6#"&: Every organi@ation should must be careful about itAs competitors step/ because they can disturb the growing sales process of the organi@ation!

 A %r)=#$% !(75a'#' )$ %+)9a+ "5#$ #$% a$* +),a+ (ar !"#$% 7+a$$#$%: #ompanies are increasing by pursuing market beyond their borders! ,hen they enter other countries they must follow the tradition of that country and also they make plan for local market that which type of product has more demand and how can it run in the market! Pr)()"#)$a+ S"ra"!%& 4nder the market strategy promotional idea is very important! Organi@ation provides some schemes or rebates to retailers or consumers! $hey make advertisement according to convenient of the people and the feature of the product! So on the basis of marketing strategy a organi@ation runs in the market! 0t is several types of which makes helpful to increase sales and turnover of the organi@ation!

COMPETITORS
&enerally all organi@ations have competitors in the market! A particular organi@ation always comprises with other same business and according to market share we clarify the brand of product is giving more challenge to my product! 0 found many products which can be compared with +ritannia +iscuit! As a conclusion 0 found that particularly in my provided area +ritannia is really doing well and its performance is on surprising level! 1uring the field work and after intensive study it was found that main competitor of PRIYAGOLD biscuits is BRITANNIA as the market leader! 0n my provided area the share of the market is as follows! +R0$AHH0A PR0RA&O"1 PAR"E.& P4RE )OO1 O$%ERS D89 BJ9 ;:9 89 89

,hen we compared with other businesses then we follow the 6uality/ price/ distribution system/ promotional strategy etc! of the competitors +ritannia in this area is doing well! So this is the comparison with other biscuits brands! According to our findings we found that +R0$AHH0A is the market leader followed by +R0$AHH0A biscuits! $hese two biscuits companies the lionAs share in the B/BJJ crore biscuits industry!

MARKET POTENTIAL
arket potential of the +R0$AHH0A is much positive in competitive era and will sure cover the maximum market share of biscuit product! Potentiality of any product depends upon the futuristic performance of the product! it depends that how much retailers have potentiality to be permanent seller of +R0$AHH0A! )or great potentiality it is necessary to improve those factors which are going to effect retailers! 0n my study 0 found some factors which can help to cover great potentiality! $hese factors are followingP Scheme delivery should in perfect determining time! Some places distributors not able to cover his particular area! $hat should be improved! Scheme facility should be regular as much as possible! Small pack also should be in the market! Always collect the views of retailers! 0t gives psychological effect on the retailers about care ness by manufacturing company!

$hese factors are very important for the organi@ation! 0f company is able to improve these all factors then definitely its market share will more increase! Retailers will take more interest to sell +ritannia biscuit and customer will also enjoy for it! So potentiality is very high to +ritannia biscuit in positive direction!

SWOT ANALYSIS OF BRITANNIA

S"r!$%"5 )ulfill one of our +asic Re6uirement among Air / ,ater / )ood/ Shelter ,idely accepted in all &enerations Easily available in various forms Provide good 0nstant Remedy for hunger in the form of readymade food Preserves the non seasonal food and makes it available all throughout the year O77)r"0$#"#!' 0ncrease economy of 0ndia &enerate employment opportunity &ood 6uality of &oods Provide competition to foreign companies 0mprove living standard Provide goods to nation at cheaper rate 0nflow of foreign reserve and funds for the govt!'taxes(

W!a $!'' 1ecreases nutritional value 0ncreases the cost of food product 0ndustry and technology re6uires high investment Regular usage of processed food can cause alteration in health

T5r!a"' any companies are result oriented 0ncrease in pollution Sometimes provide poor 6uality of product for more profit "ack of technology 4nable to utili@e all the resources efficiently

CONCLUSION
After going thick on the thing/ now time is to make a complete picture! ,hile making a product a S34 'Stock 3eeping 4nit( of the shop retailers think about the & RO0 '&ross argin Return On 0nvestment( and they promote the brand which provide them highest! $hey expect return in the form of profit margin/ company schemes/ window display and references of the shop! Among these/ company schemes make the differences and are the highest source of motivation after profit margin! Retailing demands a constant push from the company! arketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers! $he manufacturer should understand consumer behavior because retailers canAt help 6uality and price! 0t is only up to dealers said it is demand they sell +ritannia DB9 agree that at retail shop it is brand popularity/ which determine the purchase of biscuit! $here 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! $here should be feeling of belonging to the company in inner of the retailers! Setting values club for retailers so that they may exchange views with the company and help in understanding consumer behavior!

BIBLIOGRAPHY
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