To Study of Marketing Strategy Adopted By Britannia With Special Reference To Biscuit In Nagpur City.
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To Study of Marketing Strategy Adopted By Britannia With Special Reference To Biscuit In Nagpur City.

Roshni Harle

Jhulelal Institute of Technology

 Koradi Road , Nagpur

Sangita Kukreja

Assistant Professor, Department of Business Management,

Jhulelal Institute of Technology, Nagpur

ABSTRACT

Our Core Emphasis Across Portfolios Is On Healthy, Fresh And Delicious Food.

Brand Britannia is listed amongst the most trusted, valuable and popular brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and Haves Media Group to name a few.

Our relentless focus on quality and freshness have won us prestigious accolades including the Golden Peacock National Quality Award and the Ramakrishna Bajaj National Quality Award.

However, the award that we cherish the most is the one given by our consumers.Britannia is recognized as one of the most trusted, valuable and popular brands among Indian consumers in various reputed surveys.

Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavor to make a Billion Indians reach out for a delightful and healthy Britannia product several times a da.

BRITANNIA INDUSTRIES LTD

Britannia Industries Limited. The Company’s principal activity is the manufacture and sale of biscuits, bread, rusk, cakes and dairy products like cheese, butter and milk. The brand names of biscuits include Marie Gold, Treat, Maska Chaska, Good Day, Milk Bikis, Little Hearts and Pure Magic.

Britannia is the market leader in the biscuit and bakery Product’s segment in the organized market. Biscuits contribute to more than 80% of Britannia’s total turnover.

Other products include bread and cakes. The company has also established a significant presence in the dairy business in the last two years with launch of a wide range of milk products such as butter, dairy whitener, cheese, flavored milk and ghee.

BACKGROUND

Britannia was incorporated in 1918 as Britannia Biscuits Co. Ltd in Calcutta. In 1924, Pea Frean UK acquired a controlling stake, which later passed on to the Associated Biscuits International (ABI) a UK based company. During the ’50s and’ 60s, Britannia expanded operations to Mumbai, Delhi and Chennai.

Exports of sea foods started in the ’70s. In 1987, Nabisco, a well known European food company acquired ABI. In 1989, J M Pillai, a Singapore based NRI businessman along with the GroupeDanone acquired Asian operations of Nabisco, thus acquiring controlling stake in Britannia. Later, GropDanone and NusliWadia took over Pillai’s holdings.

Britannia has expanded captive manufacturing facilities and has modernized and upgraded its facilities in the last five Years. It has also forayed into the Dairy Business with the launch of Cheese, Butter, Ghee, Dairy whitener and flavored milk products.

PLANT LOCATIONS

Britannia’s plants are located in the 4 major metro cities – Kolkata, Mumbai, Delhi and Chennai. A large part of products are also outsourced from third party producers. Dairy products are out sourced from three producers – Dynamix Dairy based in Baramati Maharashtra, Modern Dairy at Karnal in Haryana) and Thacker Dairy Products at Howrah in West Bengal.

EXPORTS

Britannia has discontinued commodity export of Soya bean. Export of marine products has also declined significantly. The company now mainly exports biscuits and cheese to neighboring countries like Sri Lanka and Africa.

ACQUISITIONS

Company has acquired the trade mark “KWALITY”, of Bangalore Kwality Biscuits Pvt. Ltd. This helped Britannia to become a stronger player in South India, where the “Kwality” brand has significant presences.

INFORMATION TECHNOLOGY

Britannia continues to upgrade its information technology systems to support the growth in operations and growing needs of the changing market place. It placed comprehensive Enterprise Resource Planning system to cover all facets of its operations.

ACHIEVEMENTS

  • Britannia’s successful foray into the mass market for biscuits through `Tiger’ brand.
  • It brought the health dimension to an industry that is reflected in Britannia’s brand slogan, introduced in 1997 that exhorted consumers to ‘Eat Healthy, Think Better’.
  • Britannia entered the dairy category with the launch of Britannia Milkman range of dairy products.
  • Britannia is considered to be one of the most trusted food brands in India (Source: ET Brand Equity Study,).
  • Britannia has also successively made the Forbes List of 200 Best Small Companies in the world for the years 1999, 2000 and 2002.

OBJECTIVES OF THE STUDY

  • To analyze the awareness among public about the Britannia Company.
  • To know the consumer preferences for various Brand of Britannia Company.
  • To know various strategies used by different companies to attract consumers.
  • To measure the respondents’ degree of satisfaction over the various Britannia Company.
  • To Identify the reason of dissatisfaction, if any
  • To Identify the factor which is important which purchasing Britannia Company.
  • To find the consumer preference towards Britannia Company.

SCOPE OF THE STUDY

  • To know the importance of marketing Strategy applied by company to the market share.
  • To study various technology adopted by the company and future requirement of implementation in technology that satisfied the customer needs.

LIMITATION

  • The Scope of study is restricted only to Nagpur city.
  • The study is limited for 2019 – 20.
  • The Sample size is 50 Respondents
  • The study is limited only Britannia Company, Nagpur.

RESEARCH  METHODOLOGY

DATA COLLECTION

Data collection is a standout amongst the most essential stages in carrying on a research. You can have the best research plan in the world, however, in the event that you can’t gather the necessary data you will not have the capacity to complete your venture. Data collection is an extremely challenging work which needs exhaustive planning, diligent work, understanding, determination and more to have the capacity to complete the assignment effectively. Data collection begins with figuring out what sort of data is needed, followed by the collection of a sample from a certain section of the population.

All marketing research can tap two sources of data for investigation that are:

  1. Internal sources
  2. External source

Fact and figure are the raw materials with which the research work . Internal sources are the companies own record register, documents, sales record invoices provide valuable information regarding sales by product territories, customers, Research starts with internal data and it is irrespective . Preliminary or the explanative phase of research usually taps the internal source initially. All other sources and information are the external source of data.

The sampling area was Nagpur district .Almost 60 respondents were covered during the research work .it included 2 stockiest, 5 dealers and 3 retailers and 50 customers. Questionnaire method was followed.

Another way of classifying the source of information is –

  1. Primary data
  2. Secondary data

A research plan was followed for gathering primary data, secondary data or both.

Primary Data-

When someone refers to “primary data” they are referring to data collected by the researcher himself/herself. This is data that has never been gathered before, whether in a particular way, or at a certain period of time.

Researchers tend to gather this type of data when what they want cannot be find from outside sources. You can tailor your data questions and collection to fit the need of your research questions.

This can be an extremely costly task and, if associated with a college or institute, requires permission and authorization to collect such data. Issues of consent and confidentiality are of extreme importance.

Primary data actually follows behind secondary data because you should use current information and data before collecting more so you can be informed about what has already been discovered on a particular research topic.

Primary data is the data collected by the researcher themselves, i.e.

  1. interview
  2. observation
  3. action research
  4. case studies
  5. life histories
  6. questionnaires
  7. ethnographic research

Secondary Data-

If the time or hassle of collecting your own data is too much, or the data collection has already been done, secondary data may be more appropriate for your research.

This type of data typically comes from other studies done by other institutions or organizations. There is no less validity with secondary data, but you should be well informed about how it was collected.

There are a number of free services online as well as many other made available through your current status as BYU students.

Secondary sources are data that already exists

  1. Previous research
  2. Official statistics

DATA  ANALYSIS

  1. Britannia Company Products are mostly for urban customers.-The 65% Product Supply Mostly urban region and 45% Product Supply Rural Region of Customers.
  2. Britannia Product are purchase more by people with higher income and higher middle class.- The 50% Products are Purchase more by people with higher income and 40% products and purchase by people with the lower income and 10% products purchase by other.
  3. Britannia products are known for better quality & Test. – The 80% Products and Better Quality and Test as compared to other and 20% Test are Not Satisfied by the People.
  4. Price of Britannia product is higher than the competitors.-The 60% Products are higher price than the other and 40% products are lower price than the other products.
  5. We do not see much advertisement of Britannia on T.V./Radio or newspaper.- The 75% Britannia advertisement for TV or Newspaper and 35% Britannia product advertisement for Radio or other.
  6. The age group mostly preferring Britannia biscuit.- As per this survey there are all groups’ preferred Britannia biscuit. Such as young working class 40%, Experience working class 25% and children’s 35%.
  7. How many crates of Britannia you sell per day –  we can understand that 12% of retailers sells 0-1 crates, 24% of retailers sells that 1-2 crates, and 26% of retailers sells 2-3 crates, 38% of retailer’s sells that sell more than 3 crates in one day. By this analysis I conclude that in summer 38% of retailers sell more than 3 crates.
  8. Type of customers like Eat Britannia Biscuit – we can understand that they are different type of customers Britannia Biscuit in that 52% students Britannia Biscuit, 18% business people like soft drinks, 22% middle age group like soft drinks and 8% house wives like Britannia by this analysis I conclude that out of all types of customers 52% students like soft drink in Nagpur city.
  9. Which kind of Biscuit you prefer to have? –  we can  understand that 85% of customers prefer to have packaged Biscuit and 15% of customers prefers to have unpackaged drinks. By this analysis I Conclude that 85% of customers prefer to have packaged drinks in Nagpur city.
  10. Average no. of profit margins given by different biscuit companies. – It is very clear that local bakery suppliers attract with more profit margin in Comparison to Branded companies.

CONCLUSION

  • The Indian Organizations have to concentrate on delivering the experiences to the customers leading to satisfaction and association with all the dimensions of the brand.
  • These experiences can be delivered by involving the customer in the supply chain which demands improvement from the organization.
  • In terms of training the employees and aligning the culture to deliver value to the customers.
  • The participation of the customers can be ensured by using novel methods of communication and branding.
  • The Profit and Sustainability of Indian Brands will depend on how efficiently and quickly the organization can adapt to these new demands of the customers.

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