Market analysis and sales development in Institutional Business

1. A
Summer Internship Project Report
On
“Market analysis and sales development in
Institutional Business”
Submitted in the partial fulfilment of the
requirements for
Post Graduate Diploma in Management - PGDM
SUBMITTED BY
Name: Deepshikha Gupta
Roll No: 1512
Batch: 2015-17
UNDER GUIDANCE OF
Prof. Sushant Nanda
Universal Business School,
Mumbai (Karjat), 410201

2. 1
DECLARATION
This is to declare that I Deepshikha Gupta student of Universal Business School,
Mumbai (Karjat), PGDM batch 2015-2017, has given original data and information to the best
of my knowledge in the project report titled Market analysis and sales development in
Institutional Business is a record of independent work carried out by me under the guidance
and supervision of the Prof. Sushant Nanda towards the partial fulfilment of requirement for
the PGDM course.
I also agree in principal not to share the vital information with any other person outside
the organization and that I have not submitted it for any award or any other title, degree or
diploma.
Date: 29/08/2016 Name: Deepshikha Gupta
Place: Mumbai (Karjat) Roll No: 1512
Specialization: Marketing

3. 2
CERTIFICATE
This is to certify that the project entitled “__Market Analysis & Sales Development for
Britannia Dairy Product in Institutional Business”, submitted to Universal Business School,
Mumbai (Karjat) in the partial fulfilment of the requirements for the award of the Post Graduate
Diploma in Management (PGDM) embodies the results of bonafide project work carried out
by Deepshikha Gupta under my guidance and supervision.
To the best of my knowledge the results embodied in this project have not been submitted to
any other university or institute for the award of Degree or Diploma. The assistance and help
received during the course of this investigation has been duly acknowledged.
Project Guide: Prof. Sushant Nanda Program Director (PGDM): Prof. Vijay Tandon
Date: 29/08/2016
Place: Mumbai (Karjat)

4. 3
Acknowledgement
It gives me immense pleasure to present this Concurrent Project Report. However, it would
not have been possible without help and support of all the team members of Britannia
Industry Limited
I would like to thank Mention project Mr. Vishal Tickoo for guiding me in my tenure of
internship on Market Analysis & Sales Development Of Britannia Dairy Products in
Chandigarh , Mohali , Zirakpur . Without their support and guidance I wouldn’t have come so
far to prepare this report.
I would like to express my thankfulness to Universal Business School, who has given me
great opportunity to work on this project.
I am also grateful to my loving parents and my kind friends whose prayers, affection and
support are always a source of encouragement. Their suggestions and supply of information
were really very valuable and helpful to me. Their continuous encouragement and support
helped me for completing this project successfully.
Deepshikha Gupta
Roll No. 1512
Specialization: Marketing
Universal Business School, Mumbai (Karjat)

5. 4
Table of content
TOPIC PAGE NO.
1. Executive summary 5
2. Industry profile (Part A) 9
3. Company profile 13
4. Company Product 18
5. Mission 18
6. Vision 18
7. Company Objective 19
8. Part B 21
9.
.
Workflow and reporting pattern 22
10. PEST & Micro environmental Factors 23
11. Marketing Strategy 26
12. Market Potential 29
13 SWOT Analysis 31
14. Research 32
15 Observation And Findings 35
16 Conclusion 36
17
.
Suggestion And Recommendations 37
18. Bibliography 38

6. 5
EXECUTIVE SUMMARY
After going thick on the thing, now time is to make a complete picture. While making a
product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (Gross
Margin Return On Investment) and they promote the brand which provide them highest. They
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.
Marketer needs to use advertising and brand building strategies to address the discerning
buyers and retail push to in different buyers. The manufacturer should understand consumer
behavior because retailers can't help quality and price. It is only up to dealers said it is
demand they sell Britannia 42% agree that at retail shop it is brand popularity, which
determine the purchase of biscuit.
There is a greater need to understand the retailer behaviour considering them as a team
working for the company may help them to be attached to the company. There 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
behaviour.
In today’s competitive world while entering in the market it is very necessary to have good
knowledge of the potential of a particular market. The information regarding the activities of
competitor’s existing in the market so that we can plan our each activity according to that. It is
also necessary to retain the existing customers apart from attracting the new customers. The
Project is concern with the market analysis & sales development of Britannia dairy Products.in
Chandigarh , Mohali , Zirakpur. The project included as part of PGDM Programme and the
project is done
1.1 Title
“Market Analysis & Sales Development for Britannia Dairy Product in Institutional Business
in Chandigarh , Mohali and Zirakpur
1.2 Organization
“. Britannia industry Limited, New Delhi”.
1.3 Objective
The Primary objective of study was to find size of Britannia dairy products.
Institutional business of Britannia dairy Products in specific areas of Chandigarh , Mohali ,
Zirakpur. In the study my intention was go through the Institutional sales of milk network
of Britannia dairy Products to know distributors and Institutions view about supply chain
of Britannia milk, to know the complaints of Britannia dairy Products and to find the
suggestions from Institutions for more penetration of Britannia dairy Products in Chandigarh ,
Mohali , Zirakpur.

7. 6
The secondary objective was to find customer (Institution) response towards Britannia dairy
Products. My aim was to go through the customers to know the interest of purchasing & using
Britannia cheese, Milk, Dairy Whitener, Ghee, Butter. Basically the study was for the demand
of Britannia cheese, Milk, Dairy Whitener, Ghee, Butter among the customers. And also to
know the complaints on Britannia dairy Products.
1.4 Research Methodology
Research type was descriptive. The research was done through Institutions. Ihave collected the
primary data through questionnaire which was filled by Institutional customers.
Questions were both open and close ended. The secondary data was collected from
http://britannia.co.in/ website Sampling done is non-probability sampling. The type of
sampling method was Judgment sampling.
1.5 Findings
In Chandigarh , Mohali , Zirakpur there are many major players of Dairy Products exist. Those
are like Amul, Britannia, Mother, Verka, Paras, Gopalji and many other local brands. As per
the findings Britannia After Amul , is the Market leader and having more marketshare.
Britannia has established a great name Dairy products market segment in Chandigarh , Mohali
, Zirakpur. The sale is totally depends on the distributors and retailers.
1.6 Data Analysis
The data analysis has done area wise. It gives idea about the competitors of Britannia dairy
Products. It gives information regarding their market share.
1.7 Conclusion
:It was concluded that Britannia dairy Products i.e. Cheese has a high potential in the market
and it is the known to its customers and its acceptance is comparatively higher as of other
variants and competitors present in the market, most of the consumer continuously using
Britannia dairy Products brand.

8. 7

9. 8
INDUSTRY PROFILE
The dairy industries companies run mainly on the factors such as Price, availability, service
frequency, affordability, taste and marketing. Price plays a vital role because purchasing power
is depend upon price and availability of that product, in case distributors and retailers service
matter a lot in Institutional business. From chronic shortages of milk, India has emerged today
as the largest producer of milk in the world crossing 97 million tonnes. It is 'The Oyster' of the
global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to
capitalize on one of the world's largest and fastest growing markets for milk and milk products.
A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry
is rapidly growing, trying to keep pace with the galloping progress around the world. The
effective Dairy market is largely confined to urban areas, inhabited by over25 per cent of the
country's population. An estimated 50 per cent of the total milk produced is consumed here.
By the end of 2007, the urban population isexpected to increase by more than 100 million to
touch 864 million in 2007 agrowth of about 40 per cent. The expected rise in urban population
would be aboon to Indian dairying. Presently, the organized sector both cooperative andprivate
and the traditional sector cater to this market.
INDIAN DAIRY INDUSTRY - A PROFILE
India’s dairy sector is expected to triple its production in the next 10 years inview of expanding
potential for export to Europe and the West. Moreover with WTO regulations expected to
come nto force in coming years all the developedcountries which are among big exporters
today would have to withdraw the support and subsidy to their domestic milk products sector.
Also India today isthe lowest cost producer of per litre of milk in the world, at 27 cents,
compared with the U.S' 63 cent. Also to take advantage of this lowest cost of milk production
and increasing production in the country multinational companiesare planning to expand their
activities here. Some of these milk producers have already obtained quality standard certificates
from the authorities. This will help them in marketing their products in foreign countries in
processed form .The urban market for milk products is expected to grow at an accelerated pace
of around 33% per annum to around Rs.83,500 crores by year 2010. This growth is going to
come from the greater emphasis on the processed foods sector and also by increase in the
conversion of milk into milk products. By2010, the value of Indian dairy produce is expected
to be Rs 10,00,000 million.Presently the market is valued at around Rs7,00,000mn .
Background of Dairy Industry
Beginning in organized milk handling was made in India with the establishment of Military
Dairy Farms. Handling of milk in Co-operative Milk Unions established all over the country
on a small scale in the early stages. Long distance refrigerated rail-transport of milk from
Anand to Bombay since 1945.
Pasteurization and bottling of milk on a large scale for organized distribution was started at
Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli(1961), Madras (1963) etc.
Establishment of Milk Plants under the Five-Year Plans for Dairy Developmentall over India.
These were taken up with the dual object of increasing the national level of milk consumption
and ensuing better returns to the primary milk producer. Their main aim was to produce more,
better and cheaper milk.

10. 9
Indian (traditional) Milk Products
There are a large variety of traditional Indian milk products such as
Makkhan - unsalted butter.
Ghee - butter oil prepared by heat clarification, for longer shelf life.
Kheer - a sweet mix of boiled milk, sugar and rice.
Basundi - milk and sugar boiled down till it thickens.
Rabri - sweetened cream.
Dahi - a type of curd.
Lassi - curd mixed with water and sugar/ salt.
Channa/Paneer - milk mixed with lactic acid to coagulate.
Khoa - evaporated milk, used as a base to produce sweet meats.
The market for indigenous based milk food products is difficult to estimate as most of these
products are manufactured at home or in small cottage industries catering to local areas.
Consumers while purchasing dairy products look for freshness, quality, taste and texture,
variety and convenience. Products like Dahi and sweets like Kheer, Basundi, Rabri are
perishable products with a shelf life of less than a day. These products are therefore
manufactured and sold by local milk and sweet shops. There are several such small shops
within the vicinity of residential areas. Consumer loyalty is built by consistent quality, taste
and freshness. There are several sweetmeat shops, which have built a strong brand franchise,
and have several branches located in various parts of a city.
Branding Of Traditional Milk Products
Among the traditional milk products, ghee is the only product, which is currently marketed,
in branded form. main ghee brands are Sagar, MilkMan (Britannia), Amul (GCMMF), Aarey
(Mafco Ltd), Vijaya (AP Dairy Development Cooperative Federation), Verka ( Punjab Dairy
Cooperative), Everyday (Nestle) and Farm Fresh (Wockhardt).
With increasing urbanization and changing consumer preferences, there is possibility of large
scale manufacture of indigenous milk products also. The equipments in milk manufacturing
have versatility and can be adapted for several products. For instance, equipments used to
manufacture yogurt also can be adapted for large scale production of Indian curd products
(dahi and lassi). Significant research work has been done on dairy equipments under the aegis
of NDDB.
Mafco Limited sells Lassi under the Aarey brand and flavoured milk under the Energee
franchise (in the Western region, mainly in Mumbai). Britannia has launched flavored milk in
various flavors in tetra packs.
GCMMF has also made a beginning in branding of other traditional milk products with the
launch of packaged Paneer under the Amul brand. It has also created a new umbrella brand
"Amul Mithaee", for a range of ethnic Indian sweets that are proposed to be launched The
first new product Amul Mithaee Gulabjamun has already been launched in major Indian
markets.

11. 10
Western Milk Products
Western milk products such as butter, cheese, yogurt have gained popularity in the Indian
market only during the last few years. However consumption has been expanding with
increasing urbanization.
Butter
Most Indians prefer to use home made white butter (makkhan) for reasons of taste and
affordability. Most of the branded butter is sold in the towns and cities. The major brands are
Amul, Vijaya, Sagar, Nandini and Aarey. Amul is the leading national brand while the other
players have greater shares in their local markets. The latest entrant in the butter market has
been Britannia. Britannia has the advantages of a wide distribution reach and a strong brand
recall. Priced at par with the Amul brand, it is expected to give stiff competition to the
existing players. In 1999-00 the butter production is estimated at 4 lakh MT of this only 45K
MT is in the white form used for table purposes rest all is in the yellow form.
Cheese
The present market for cheese in India is estimated at about 9,000 tonnes and is growing at
the rate of about 15% per annum. Cheese is mainly consumed in the urban areas. The four
metro cities alone account for more than 50% of consumption . Mumbai is the largest market
(accounting for 30% of cheese sold in the country), followed by Delhi (20%). Calcutta (7%)
and Chennai (6%). Mumbai has a larger number of domestic consumers, compared to Delhi
where the bulk institutional segment (mainly hotels) is larger.
Demand for various types of cheese in the Indian market
Type of cheese % of total consumption
Processed 50
Cheese spread 30
Mozzarella 10
Flavoured/Spiced 5
Others 5
The major players are Amul, Britannia, and Dabon International dominating the market. Other
major brands were Vijaya, Verka and Nandini (all brands of various regional dairy
cooperatives) and Vadilal. The heavy advertising and promotions being undertaken by these
new entrants is expected to lead to strong 20% growth in the segment. Amul has also become
more aggressive with launch of new variants such as Mozzarella cheese (used in Pizza), cheese
powder, etc.
The entry of new players and increased marketing activity is expected to expand the market.
All the major players are expanding their capacities

12. 11
Capacity expansion in Cheese
Company Brands State Capacity
Dynamix Group Manufactures for Britannia Maharashtra 35 tons per day
GCMMF Amul Gujarat 20 tons per day
APDDCF Vijaya Andhra Pradesh 10 tons per day
50
30
10
5 5
0
10
20
30
40
50
60
Processed Cheese spread Mozzarella Flavoured/Spiced Others
Total consumption
% of total consumption

13. 12
54%
31%
15%
Capacity (tons per day)
Manufactures for Britannia
Amul
Vijaya
0
5
10
15
20
25
30
35
40
Manufactures for Britannia Amul Vijaya
Capacity (tons per day)
Capacity (tons per day)

14. 13
COMPANY PROFILE
Britannia Industries Limited
Type Public
(BSE: 500825
NSE: BRITANNIA)
Industry Food processing
Founded 1892
Headquarters Bangalore, Karnataka, India
Number of locations 300 stores (2000)
Area served India
Products Bakery products, including biscuits, bread, cakes and rusk, and dairy
products, including milk, butter, cheese, ghee and dahi
Revenue ₹78.58 billion(US$1.2 billion) (2014)
Profit ₹1.34 billion(US$20 million) (2011)
Owner Nusli Wadia
Parent Wadia Group
Website www.britannia.co.in

15. 14
BRITANNIA LOGO & TAGLINE
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 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.
The beginnings might have been humble-the dreams were anything but. By 1910, with the
advent of electricity, Britannia mechanized its 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.
As time moved on, the biscuit market continued to grow… and Britannia grew along with it.
In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's
who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978,
Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The
Parent
Company Britannia Industries
Category Food Products
Sector Food and Beverages
Tagline/
Slogan Eat healthy think Better
USP India’s very own bakery and dairy products brand that is trusted for its quality

16. 15
following year, Britannia Biscuit Company was re-christened Britannia Industries Limited
(BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.
On the operations front, the company was making equally dynamic strides. In 1992, it
celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity -
"Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999,
the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had
with 'Brand Britannia'.
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 recognized 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.
Today, more than a century after those tentative first steps, Britannia's fairy tale is not only
going strong but blazing new standards, and that miniscule initial investment has grown by
leaps and bounds to crores of rupees in wealth for Britannia's shareholders. The company's
offerings are spread across the spectrum with products ranging from the healthy and
economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. Having succeeded
in garnering the trust of almost one-third of India's one billion population and a strong
management at the helm means Britannia will continue to dream big on its path of innovation
and quality.
BRITANNIA DAIRY INDUSTRY
Dairy India remains the largest producer and consumer of dairy. However, as in the case of
other food products, Indians trail much of the world in per capita dairy consumption. This gap
is getting bridged rapidly with demand growing at a faster pace than supply. Many industry

17. 16
experts opine that this is likely to cause a supply deficit in the near future. Largeness of the
Dairy opportunity is visible to all; as a result the industry this year saw heightened activity with
several private companies announcing entry, cooperatives expanding footprint and
multinationals formally entering. While the growth in the last few years has been on account
of increasing milk consumption; value added segments of dairy such as Cheese and Set Dahi
in which your Company participates have grown at a faster pace. A range of factors will drive
the growth of dairy industry going forward:
i) With time available to manage households declining; consumers will seek day-to-day needs
in ready to consume and convenient forms. With this dairy industry which is overwhelmingly
unorganized today will shift steadily towards the organized sector;
ii) With increasing affluence there will be demand for the value added product; as a result dairy
market will shift from basic to processed; MANAGEMENT DISCUSSION AND ANALYSIS
iii) Consumption of all dairy products will go up as consumers gravitate towards a more
balanced diet as income levels increase. The levers of success going forward are likely to be:
a) Access to quality milk as basic raw material;
b) The right product value addition capability
c) Access to a cold chain.
Britannia is recognized as one of the most trusted, valuable and popular brands among Indian
consumers in various reputed surveys.
We realize our responsibility to continue delivering fresh, nutritious and fun products and it is
our mission to be an arm-stretch away, any time of the day.
Today, Britannia is a leading food company in India with over Rs. 8500 crores in revenue,
delivering products in over 5 categories through 4.2 million retail outlets to more than half the
Indian population. Our core emphasis across portfolios is on healthy, fresh and delicious food
and we are the First Zero Trans-fat Company in India. 50% of our product portfolio is enriched
with micro-nutrients. Our products are also delivered through the Britannia Nutrition
Foundation to combat malnutrition among underprivileged children.
Britannia Dairy had its beginnings in 1997. Britannia was one of the first companies in India
to pioneer category defining innovations like Cream Cheese and introducing a host of
international flavors for its cubes & spreads in India. Today Britannia Dairy products contribute
close to 10% of the company’s revenue. Britannia markets its dairy portfolio on the back of a
well integrated cold chain logistics network and reaches 3 million outlets across the length &
breadth of this country.

18. 17
Products
VISION
 Think Of A Purpose That Spirals Forth To Create Innovations From Within This
Visionary Zeal; Built On Trust And Knowledge, Has Empowered The Wadia Group
In Various Business Enterprises For more Than A Century. It now promises much
more in the New Economy ...
 To dominate the food and beverage market in India with a distinctive range of ³Tasty
Yet Healthy´ Britannia brands.
 Every third person, in India, should be a Britannia consumer
Dairy productsBread
Bakery Products

19. 18
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.
 To be one of the best biscuit company.
 Development of production in partnership with our customers to their specification.
 Flexibility & capability to meet small & large production run
Company Objectives
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.
Quality Objectives :
 Reduction in customer complaints
 To start documentation of market returns dealer wise
 To empower the workmen on individual work area to ensure that only quality product
are passed on the next page of production.
 Continuous training for the development of human resources.
 To minimize the accident level. As part of the growth strategy, the company always
9+try to build on the values of brand “Britannia" by aggressively pursuing tasty yet
healthy offerings of mass appeal and also launching a host of affordable products,
which would help rejuvenate the mother brand and drive category consumption.
Goals
Once the company developed their vision, mission and core values, they can then develop the
goals and objectives needed to achieve your vision.
Goals are general statements of what Britannia wants to achieve. So they need to be
integrated with their vision. They also need to be integrated with their mission of how they
are going to achieve their vision.
 To improve profitability

20. 19
 To increase efficiency
 To capture a bigger market share
 To provide better customer service
 To improve employee training
 To reduce carbon emissions

21. 20
PART B

22. 21
WORK FLOW AND REPORTING PATTERN
Senior operational manager
Sales Officer
Senior sales officer
Area project head
Assistant Area distribution Manager
Zone Manager Project
Business development manager
Area Distribution Manager

23. 22
NEED RECOGNITION
The buying process starts with the buyer’s recognition of a problem of need. The
buyer senses a difference between his actual state and desired state.
INFORMATION SEARCH
There 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
subsequent behavior. If 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. They may try to reduce the
dissonance by abandoning returning the product.
Understanding consumer needs and buying process is the foundation of any
company. By 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.

24. 23
PEST & Micro environmental Factors
A PEST analysis is used to identify the external forces affecting an organisation .This is a
simple analysis of an organisations Political, Economical, Social and Technological
environment. A PEST analysis incorporating legal and environmental factors is called a
PESTLE analysis.
Political
The first element of a PEST analysis is a study of political factors. Political factors influence
organisations in many ways. Political factors can create advantages and opportunities
for organisations. Conversely they can place obligations and duties on organisations. Political
factors which influence the Britannia are as follows:-
 Methodology of development of Standards
 Provisions of Labelling
 Acceptance of a basic list of additives
 Matters relating to GMP(Good Manufacturing Practice), GHP(Gud Health Plan)
 Issues related to Codex
 Procedure for sampling& launching of Prosecutin
 Grading of violations according to the nature of discrepancy.
 Legislation such as the minimum wage or anti discrimination laws.
 Voluntary codes and practices.
 Market regulations.
Trade agreements, tariffs or restrictions. Non conformance with legislative obligations can
lead to sanctions such as fines, adverse publicity and imprisonment. Ineffective voluntary
codes and practices will often lead to governments introducing legislation to regulate the
activities covered by the codes and practices.
Economical

25. 24
The second element of a PEST analysis involves a study of economic factors.All businesses
are affected by national and global economic factors. National and global interest rate and
fiscal policy will be set around economic conditions. The climate of the economy dictates
how consumers, suppliers and other organisational stakeholders such as suppliers and
creditors behave within society.An economy undergoing recession will have high
unemployment, low spending power and low stakeholder confidence. Conversely a
³booming´ or growing economy will have low unemployment, high spending power and high
stakeholder confidence.
A Britannia will respond to economic conditions and stakeholder behaviour. Furthermore
Britannia will need to review the impact economic conditions are having on their competitors
and respond accordingly. A truly Britannia has to be aware of economic conditions across all
borders and needs to ensure that it employs strategies that protect and promote its business
through economic conditions throughout the world.
Social
The third aspect of PEST focuses its attention on forces within society such as family,
friends,colleagues, neighbours and the media. Social forces affect our attitudes, interest s and
opinions.These forces shape who we are as people, the way we behave and ultimately what
we purchase.For example within the UK peoples attitudes are changing towards their diet and
health. As aresult the UK is seeing an increase in the number of people joining fitness clubs
and a massivegrowth for the demand of organic food.
Population changes also have a direct impact on organisations. Changes in the structure of a
population will affect the supply and demand of goods and services within an economy.
Falling birth rates will result in decreased demand and greater competition as the number of
consumers fall. In summary Britannia must be able to offer products and services that aim to
complement and benefit people’s lifestyle and behaviour. If Britannia do not respond to
changes in society they will lose market share and demand for their product or service.
Technological
Unsurprisingly the fourth element of PEST is technology, as you are probably aware
technological advances have greatly changed the manner in which businesses operate.
Organisations use technology in many ways, they have
1. Technology infrastructure such as the internet and other information exchange
systemsincluding telephone2. Technology systems incorporating a multitude of software
which help them manage their business.3. Technology hardware such as mobile phones,
Blackberrys, laptops, desktops, Bluetooth devices, photocopiers and fax machines which

26. 25
transmit and record information. Technology has created a society which expects instant
results. This technological revolution has increased the rate at which information is
exchanged between stakeholders. A faster exchange of information can benefit Britannia
company as they are able to react quickly to changes within their operating environment.
However an ability to react quickly also creates extra pressure as businesses are expected to
deliver on their promises within ever decreasing timescales. Technology will continue to
evolve and impact on consumer habits and expectations,. If Britannia ignore this fact then it
will definitely face extinction.

27. 26
MARKETING STRATEGY
Marketing is not Euclidean geometry a fixed system of concept. Rather marketing is one of
the dynamic fields with in the management arena. The market faces continually a new
challenge everyday and companies must respond to it positively. Therefore it is not
surprising that new market idea keep surfacing to meet new market place challenges.
The 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. However it is important to emphasize opportunity in the market through market
strategy.
Following strategies adopted by the organization.
 A strong quality of the product and customer satisfaction:
Customers always believe in good quality product. in my survey I found that in percentage
term more people is quality conscious and not price conscious. Customer satisfaction is very
important part of the organization that at any cost they have to fulfill.
 A growing relationship with customer and customer retention:
Nowadays a good relation with customer is very important for organization. Sale is totally
depending on the relation with the customers. Customer's retention is also a major aspect for
growing business. It means keep the old customer and try to make new customer.
 Focus on competitors activity:
Every organization should must be careful about it's competitors step, because they can
disturb the growing sales process of the organization.
 A growing emphasis on global thinking and local marketing planning:
Companies are increasing by pursuing market beyond their borders. When 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.
 Promotional Strategy
Under the market strategy promotional idea is very important. Organization provides
some schemes or rebates to retailers or consumers. They make advertisement
according to convenient of the people and the feature of the product.

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So on the basis of marketing strategy a organization runs in the market. It is several
types of which makes helpful to increase sales and turnover of the organization
TARGET SEGMENT & DEFINATION
.Market segmentation and selecting target market
It is an effort to increase a company's precision marketing. The starting point of any
segmentation discussion is mass marketing. In mass marketing, the seller engaged
in the mass production, mass distribution and mass promotion of one product for all
buyers. Market segment consists of a large identifiable group within a market with
similar wants, purchasing power geographical location, buying attitudes or buying
habita. It is an approach midway between mass marketing and individual marketing.
Through this the choice of distribution channels, and communicaton channels
become much easier. The researchers try to form segments by looking at consumer
characteristics; geographic, demographic, and psychographic. After segmenting the
market then target market selected.
STP
Segment People who need and consume bakery and dairy products
Target Group Middle and upper middle class families, especially kids
Positioning
India’s leading manufacturer of premium quality and healthy biscuits, bakery and
dairy products

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2. Positioning:- The positioning is a creative exercise down with an existing product.
the well known products generally hold a distinctive position in consumer's minds.
The positioning requires that every tangible aspect of product, price, place and
promotion must support the chosen positioning strategy. Company should develop a
unique selling proposition (USP) for each brand and stick to it, PPL consistently
promotes its DAP fertilizer by Higher yield at lower cost. As companies increase the
number of claims for their brand, they risk disbelief and a loss of clear positioning. In
general a company must avoid four major positioning errors. Those are under
positioning over positioning, confused positioning and doubtful positioning.
3. Product:- A product is any offering that can satisfy a need or want. The major
types of basic offerings are goods, services, experiences, events, places, properties,
organizations, information and ideas. The company gives more importance in quality,
packaging, services etc. to satisfy the customers. The products has it's life cycle. The
product strategies are modified in different stages of product life cycle.
4. Price:- It is the most important aspect in company's point of view. Price of the
product will be decided by the company according to the competitor's price.
5. Place:- This plays a major role in the entire marketing system. the company
emphasis on it's distribution network. Proper distribution network gives proper
availability of the product.
6. Promotion:- Promotion is the one of the major aspects in marketing strategies. By
adopting various promotional activities the company create strong brand image. It
also helps in increasing the brand awareness. It includes advertising, sales
promotioins and public relations etc.
7. Research and Development:- after testing, the new product manager must
develop a preliminary marketing strategy plan for introducing the new product in to
the market. The plan consists of three parts. The first part describes the target
market's size, structure and behavior. The second part out lines the planned price,
distribution strategy and marketing budget for the first year. The third part of the
development describes the long run sales and profit goals and marketing mix
strategy over time.

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MARKETING MIX
Target Market
Product Price Promotion Place
Product variety List price Sales promotion Channels
Quality Discounts Advertising Coverage
Design Allowances Sales forces Assortments
Features Payment period Public relation Locations
Brand name Credit terms Direct marketing Inventory
Packaging Transport
Sizes
Services
MARKET POTENTIAL
Market potential of the BRITANNIA 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 BRITANNIA.
For great potentiality it is necessary to improve those factors which are going to
effect retailers. In my study I found some factors which can help to cover great
potentiality.
These factors are following:
 Scheme delivery should in perfect determining time.
 Some places distributors not able to cover his particular area. That should be
improved.

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 Scheme facility should be regular as much as possible.
 Small pack also should be in the market.
 Always collect the views of retailers. It gives psychological effect on the retailers
about care ness by manufacturing company.
These factors are very important for the organization. If company is able to improve
these all factors then definitely its market share will more increase. Retailers will take
more interest to sell Britannia biscuit and customer will also enjoy for it.
So potentiality is very high to Britannia biscuit in positive direction.

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SWOT ANALYSIS
SWOT Analysis
Strengths
1.Around 120 years in the industry
2.India’s most trusted brand with strong brand recall
3. Wide range of bakery products like biscuits, rusks, cakes and dairy products like
milk, butter, cheese, etc.
4. Strong distribution network ensuring proper availability of the products even in
the remotest of areas
5.Major share in biscuits industry
6.Marketing and advertising efficiency
7. Innovative products for health conscious people like oats and porridge, Nutri
Choice biscuits for diabetes patients, Vita Marie Gold, etc.
8. Strong presence in rural markets
9. Products for all food and snacks segments
Weaknesses
1.Lower market share in dairy segment
2.Heavy expenditure on advertising and marketing
3.Similar products produced by many companies means high brand switching
Opportunities
1.Increase in purchasing power of people in India
2.Increase its share in the dairy industry
3.Product line extension
4.Expansion in other countries
Threats
1.Lower price offering competitors
2.Local dairies and bakeries
3.Inflation can cause fall in sales and revenue
4.Rise in cost of raw materials

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RESEARCH
OBJECTIVE & SCOPE OF THE STUDY
Objectives of Project: The main objective of the Study can be listed as follows:-
A. Primary Objective
1. To find market size of Britannia Dairy Products in Institutional business in Chandigarh
, Mohali , Zirakpur region.
2. To find the problems faced by Institutions in Dairy purchase from Britannia and other .
. competitors.
3. To collect the information about the competitor
B. Secondary Objective
1. To propose strategies for sales promotional activities to improve Institutional selling.
2. To generate and secure consumer awareness among Institutions .Scope of Project:The
. study carried out in Chandigarh , Mohali , Zirakpur.
Project Scope
1. It gives information about the size of the retail network.
2. It gives information about the services given by distributor to their retailer.
3. It gives information about the competitors’ products.
4. It will serve consumer in better manner.
5. It provides suggestions to the company to improve their products sales.
6. It gives information about the sales promotion activities to improve the Dairy Sale.
RESEARCH METHODOLOGY
5.1 Research Methodology: The research was conducted from 24th
May to 4th
Aug 2016. The
research include meetings with the Institutions. It included preparation of the questionnaire to
be answered by above people for knowing the competitive position of Britannia in the
Institutional Dairy market. The views of parties were recorded in the research as per
the questionnaire set by us.
5.1.1 Research Approach: The objective was to know the competitive position
of Britannia in the Institutional milk business market thus in order to successfully conduct the
research the unbiased opinion of the above parties was desirable. Thus we conducted the
research as the representative of Britannia company and sometimes the representatives of the
other company like Amul or Paras in order to have an unbiased opinion of the concerned
persons and it worked to achieve our goal.

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5.1.2 Research Instrument: The research instrument was the structured questionnaire
formulated for the respondents. There were also the area maps.
5.1.3 Types of Question: The second important aspect in the designing a question is to decide
which types of question are to be used. Question can be classified in various ways
.Questionnaire contains following type information-1. Open-ended question2. Dichotomous
question3. Multiple-choice Question. Both the questionnaire consists of all three types of
question. Mostly all questions are multiple type questions. Dichotomous question are few in
number.There is only one open-ended type question.
Questionnaire for consumers:
QUESTIONNAIRE:-
Name of the shop: __________________________________________________
Retailer Name: ____________________________________________________
Address: __________________________________________________________
1) Do you know about Britanna ?
Yes No
2) What are the products of Britannia you use very frequently?
Dairy Products Cheese Milk Powder
Dahi Milk Butter Butter Milk
3) Do you get the Britannia Dairy Products when required?
Yes No
4) Which brand’s Dairy Products do you like most?
Amul Mother Dairy Britannia Nestle
Other(Specify)……………………..
5) How is the taste of Britannia Dairy Products?
Poor Satisfactory Excellent
6) What about the price of BritanniaDairy Products?
Low Average High
7) How is the packing of Britannia Dairy Products?
Poor Good Excellent

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8. Give your ratings to following attributes of Britannia Dairy Products.
Very good Good Average Bad Very bad
Quality
Brand image
Availability
Packaging
Price
12. Any suggestion about Britannia milk:
13. Do you stock Britannia Dairy Products?
a) Yes
b) No
5.1.4 Phrasing of Question: In questionnaire, I try to phrase the question in logical way. For
example I arrange question in sequence as personal information, awareness data, usage data,
and finally related to reason and satisfaction.
5.1.5 Sampling Plan:
Sample Size: The sample size was as of 193 Institutions which includes Hospitals, Hotels and
restaurants, Schools and colleges, NGOs, Offices and Companies etc.
Sampling Technique: A stratified sampling technique was used. A different Stratum for
different type of respondent within every stratum the respondents was selected as per
convenience basis.
5.1.6 Method of Survey:
Personal Interview: It is direct form of investigation, involving face-to-face communication
with free feedback information. It offers a sense of participation. It is more flexible form of
data collection. Use of unstructured, open-end questions is possible. Rate of refusal is low.
Depth interview is possible. Complex questions can beasked. The interview can have questions
to secure more information. Observation approach can be combined to verify age, income,
status, standard information. Visual aids in the form of catalogues samples etc. can be used to
get views, opinions, and attitudes of responding Institution
|

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OBSERVATIONS AND FINDINGS
In Institutional Users: (sweet shops, restaurants, hotels, canteens, Offices, Hospitals etc) –
• The awareness level of Britannia dairy Products.in bulk users is around 90% but only 30%
are using Mother dairy milk.
• The preference of purchasing milk by the bulk users is mainly quality, price and timely
availability. The reasons for not using by the bulk users are :
1. Higher price that is not meeting the competitors rate as bulk user are very price sensitive.
Other dairies are providing higher margin.
2. In case of canteens contract some of them prefer credit purchasing which is against
company’s norms and policies.
70
36
9
115
27
32
0
59
9
0 0
9
0
20
40
60
80
100
120
140
Chandigarh Mohali Zirakpur Total
Customer Targeted Rate
Intesested Not Interested Complicated

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CONCLUSION:
Concluding observations
The final outcome of the project is that the parameters which hinder the
sale of Dairy are Price, Quality, Service and Taste. Milk market is a totally unpredictable
market and the organisation should be over-cautious of any complaints that come into milk as
it includes the sentiments of a mother for her kid and she would not prefer to give anything to
her kid for which she is not100% satisfied. So the company should take every step possible to
contain these problems which in some way or the other affects the sale of Mother Dairy and
its retailers.
Limitations of the study
Since the study is done in only region of Chandigarh Mohali , Zirakpur,these results cannot
be generalised on whole North region basis. Shopkeepers also tend to hide some facts
and figures due to some reasons which can
hinder the resultswe get from this survey. Still a lot can be done to make the whole system
efficient.
Further scope of study
The findings we got from this project will be of great help for the company as these findings
will help the organisation for improving their system as well as Dairy
59%
13%
7%
5%
16%
Competitors
Amul
Nestle
Gowardhan
Local
Britannia

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SUGGESTION AND RECOMMENDATIONS:
 Britannia can cut costs for some period of time followed immediately by strong
advertising. As we have seen during the research that most of institutions give most
preference to the margin provided to them on milk products .As the quality and taste
and availability of Britannia dairy Products. Britannia dairy Products are best in market
and local Dairy give companies good margin to them, Price remains the main criteria
of institutional Dairy sales.
 Can start schemes like cash prizes or foreign trips on scratching the barcode on the
packet
 Locate the institutions using competitor’s and provide them attractive offers to increase
the market share so that at least the big competitors will not try to expand.
 Mergers and Acquisition in the Dairy industry with local players help the company in
. increasing its distribution network and Market share
 Efficiency in distribution
 Remove communication barriers and misconceptions between the Institutions and
distributors by effective communication with institutions time to time

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BIBLIOGRAPHY
BOOKS
AUTHOR PHILIP KOTLER
TITLE MARKETING MANAGEMENT
PLACE OF PUBLICATION PRENTICE HALL OF INDIA LTD.
NEW DELHI
MAGAZINE
AUTHOR MURTHY E.N.
TITLE ANALYST
INTERNET
NAME OF SITE WWW.BRITANNIA.CO.in

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