This project report is my summer internship project report which i did in Britannia company so my role was in this project in Management trainee in modern trade.

1. BRITANNIA INDUSTIRES LIMITED
“Eat Healthy, Think Better”
Presented by:- Anup Rai
External mentor
Mr. Prince Maheshwari
(Regional sales officer)

2. • FMCG goods are popularly known as consumer packaged goods.
• The fast moving consumer goods (FMCG) segment is the fourth largest sector in
the Indian economy.
• The market size of FMCG in India is estimated to grow from US$ 30 billion in
2011 to US$ 74 billion in 2018.
• Currently at, $49 billion .
FMCG Sector

3. FMCG Sector Overview
• India accounts for 0.68% of global FMCG market.
• Food products is the leading segment, accounting for 43 per cent of the overall
market.
43%
22%
12%
23%
market share
Food Personal care Fabric Others

4. Britannia overview
• Established in 1892.
• Headquarters in Kolkata.
• Product variants – Bakery, Confectionary & Dairy.
• Identity : “Eat healthy, think better”.
• Chairman : Nusli N Wadia
• Working under Wadia group.
• Britannia was awarded the global performance excellence award by
APQO(Advance planning quality process), 2012

6. Marketing mix

7. Product
 Company created a very high
quality products
 Cost leadership
 Leading brand in biscuit industry
 Cookies, Cakes, Dairy Products,
Snakes.

8. Reference : http://www.goodreturns.in/company/britannia-industries/product-mix.html
Product Name Year Month Sales Value (Rs.
Cr.)
Product Mix (%)
Biscuits & High
Protein Food
2017 March 6,051.96 82.39
Cakes 2017 March 402.16 5.47
Bread 2017 March 763.69 10.39
Others 2017 March 51.45 0.7
Other Operating
Revenue
2017 March 39.1 0.53
Scrap 2017 March 23.76 0.32
Royalty Income 2017 March 12.76 0.17

9. Price
Pricing strategy : Competitive pricing is the sole pricing strategy which Britannia uses.
Products prices ( In Rs.)
Biscuits : Good Day 5
Nutrichoice 20
Marie gold 15
Tiger 5
Jim jam & treat 18
Bourbon 20
Little hearts 10
Bread 20
Cake 25
Cheese 129

10. Place
Registered office,
Executive office,
R&D Center
Kolkata
(1892)
Research &
development center
Bangalore
(1989)
Chennai
Uttaranchal
Odisha
Delhi
Mumbai

11. Reference: Google Map

12. Promotion
 Advertisement : Television, newspaper, magazines
 Sales promotion : Small pack of 50-50 with Good day, Free seasonal discounts
 Sponsored many cricketers on bat & t-shirts as part of Brand Endorsement.
 Event : “Britannia khao, world cup jao” in 1999,
 Campaign of Eat healthy, think better, 1997

13. Magazines & Newspaper

14. Reference: www.facebook.com/Britannia-bread

15. Project Title:- Study of customer buying behavior in
confectionary product with respective Britannia
biscuits in modern trade at Surat, Gujarat.

16. Type of Scale Convenience scale
Sample size 100 Respondents
Sample Universe Surat, Gujarat
Sample Store Big bazar, D~Mart, Dhiraj son’s
Type of data Primary and secondary
Data collection tool Structured Questionnaire
Analysis and interpretation MS excel
Data collection method Survey Method

17. 35%
25%
40%
Q1. Why you prefer eating Biscuits?
Time pass
Snacks
When Hungry
Questionnaire

18. 32%
21%
30%
12%
4% 1%
Q2. Which brand biscuits you like to consume?
Britannia
ITC
Parle
Cadeburry
Mcvities
other's

19. 27%
51%
13%
9%
Q3. How many times a day you consume biscuits?
Once
Twice
Trice
More than 3 times

20. 68%
7%
5%
20%
Q4. Who all from your family consume biscuits?
All
Mother
Father
Children

21. 21%
31%
27%
14%
4%
3%
Q5. Which Britannia biscuits is your Mother favorite?
Good day
Nutri_choice
Marrie_Gold
50-50
Nice_time
bourbon

22. 16%
29%
27%
23%
4%
1%
Q6. Which Britannia biscuits is your father favorite?
Good day
Nutri_choice
Marrie_Gold
50-50
Nice_time
bourbon

23. 24%
18%
2%35%
6%
2%
5%
8%
Q7. Which Britannia biscuits is your Children favorite?
Good day
Jim_Jam
Pure Magic
Bourbon
choco_chip
Tiger_crunch
Tiger_glocose
Milk_Bikis

24. 73%
21%
6%
Q8. Which Brand Rusk you and your family like to consume?
Britannia
Parle
Other

25. 70%
19%
11%
Q9. Which Brand Dairy products you and your family must like to consume?
Amul
Britannia
Other's

26. 6%
9% 3%
1%
81%
0%
Q10. According to your perception why do you like to Consume Amul Dairy Product's?
Brand Loyalty
Price
Product Quality
Packaging
All
Other's

27. 11%
0%
68%
21%
0%0%
Q11. According to your perception why do you like to conume Britannia dairy Products?
Brand Loyalty
Price
Product Quality
Packaging
All
Other's

28. Visual
Merchandising
New product
Promotion
New offer
Promotion
Product
Selling
Action plan

29. Observation
• Lower market share for Britannia in dairy segment in Surat, Gujarat.
• Heavy expenditure on advertising and marketing.
• Me-too products produced by many companies.
• Lower price offering competitors can affect Britannia's market share.
• It is observed during the research that given the right environment
and a correct emotional connect with customers, anything is
possible , as Big Bazaar did by celebrating Sabse Sasta Din
on 26th January, Wednesday Bazar and attracted the unexpected crowd.

30. Learning
• Distribution strategy of modern trade.
• How to take orders in modern trade.
• Understand format of all three trades (Modern Trade, General Trade, ACD Trade).
• How to maintain debit bill in modern trade.
• How to do Floor display in modern trade.
• How to maintain FIFO.
• How to calculate share of shelf.
• Understand margin of Distributor, wholesaler and hypermarket.
• Understand of the difference between D~mart and Big bazar strategy.
• Learnt how to work on UDAAN Software of Britannia.

31. Some actionables of During Project

32.  Focus on chocolate segment product to match up with competitors i.e ; Nestle & Mondelez food
 Work on pricing on the dairy products to capture more market share in Gujarat.
 Focus on overseas market : It is established in Indian market only, They take subsidiaries from Dubai &
Oman.
 Regular follow of order by depot manager in Surat, Gujarat.
 Frequent visit of store promote to enhance visual merchandising activity in Surat, Gujarat.
 Make lowest price product in the all SKU of dairy segment to cater bottom of the pyramid.
 Increase market share in the dairy segment in Surat, Gujarat.
Recommendations