A Project Report

COMPARATIVE STUDY BETWEEN PARLE-G & BRITANNIA

Submitted in the partial fulfillment of the degree of Bachelor of Business Administration 2010 - 11

DEPARTMENT OF MANAGEMENT STUDIES TEERTHANKER MAHAVEER UNIVERSITY, MORADABAD (U.P.)

Project Guide: Ms. Surbhi

Project Incharge : Mr. Abhinav Bhatnagar

(Course Coordinator)

Submitted By: Tripti Verma Roll No. R0902011354 B.B.A Vth Sem Section: B

ACKNOWLEDGEMENT

Small words move with ease where big words stand still. And smaller are the echoes of my words that go to offer a string of thoughtful and thankful notes to the helping hands that have steered clear my journey to the completion of this study paper. Preparing a project of this nature is an tedious task and I was fortunate enough to get support from a large number of persons to whom I shall always remain grateful. I am extremely grateful to Mr. Manish Jain (Vice Chairman),

Dr. A.K.Garg (Executive Director), Mr. Hariom Agarwal (Director), Mr. M.P. Singh (H.O.D. Management Department) Mr. Abhinav Bhatnagar ( Course coordinator), Ms. Roma Mam (Project Guide), All the faculty member and Mr. Sanjeev Singh (Librarian) & all the Lab staff for providing me this opportunity and expose me to industrial culture. And to the people in libraries, who spared their time in giving their opinions and discussed things to my satisfaction. A bouquet of hearts I share with them. Vedangi Agarwal B.B.A Vth Sem

SUMMARY

Marketing Marketing 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 organizational goals. Marketing Strategy Marketing strategy is a set of objectives, policies and rules that leads the company's marketing efforts. It is the marketing approach to accomplish the bread objective of the marketing approach to accomplish the bread objective of the marketing plan. The various process of marketing strategy are given below. 1. Selecting largest markets segmentation 2. Positioning 3. Product 4. Price 5. Place 6. Promotion

7. Research and development 8. Marketing research 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. 2. Positioning:- The positioning is a creative exercise donw 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.

INTRODUCTION Target Market Product Product variety Quality Design Features Brand name Packaging Sizes Services Warranties returns CONSUMER The term customer is typically used to refer to someone who regularly purchases a particular store or company. Thus, a person who shops at FOODWORLD or who uses Pepsodent tooth is viewed as a customer of these firms. Price List price Discounts Allowances Payment period Credit terms Promotion Sales promotion Advertising Sales forces Public relation Direct marketing Place Channels Coverage Assortments Locations Inventory Transport

The traditional view points have been to define consumers strictly in terms of economic goods and services. This position holds that consumers are potential

purchasers of products and services offered sale. Here our primary attention will be directed toward ultimate consumers, those individuals, who purchase for the purchase of individual or household consumption. And thus, this view has been broadened over time so that at least some scholars now do not consider a monetary exchange essential to the definition of consumer.

CONSUMER MARKET & BUYER BEHAVIOUR : The aim of marketing is to meet and satisfy target customers needs and wants. But getting to know your customers is never a simple job. Customers may state their needs and wants but act otherwise. They may not be in touch with their deeper motivations. They may respond to influences that change their mind at the last minute.

BRAND : Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. In fact, the word brand is derived from the Old Norse word brandr, which means "to burn," as brands were and still are the means by which owners of livestock mark their animals to identify them. According to the American Marketing Association (AMA), a brand is a "name, term, sign, symbol, or design, or a combination of them, intended to

identify the goods and services of one seller or group of sellers and to differentiate them from those of competition."

Thus, the key to creating a brand, according to the AMA definition, is to be able to choose a name, logo, symbol, package design, or other attribute that identifies a product and distinguishes it from others. These different components of a brand that identify and differentiate it can be called brand elements. Brand elements come in many different forms. For example, consider the variety of brand name strategies that exist. In some cases, the company name is essentially used for all products (e.g., as with General Electric and Hewlett-Packard). In other cases, manufacturers assign individual brand names to new products that are unrelated to the company name (e.g., as with Procter & Gamble and their Tide, Pampers, Iams, and Pantene product brands).

Definition : An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing.

Branding: Definition Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Brand awareness : Brand awareness is a marketing concept that refers to a consumer knowing of a brand's existence; at aggregate (brand) level it refers to the proportion of consumers who know of the brand.

Brand equity : Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name
[1][2][3][4]

. And, at the root of these marketing

effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes manufacturers/advertisers respond differently or adopt

appropriately adept measures for the marketing of the brand

Brand Strategy : A plan that employs a unique set of design tools - logo, palette, typefaces, formats, images, and language - created for an organization and applied to all its communication tools: annual report, letterhead, business cards, packaging, .

Brand Awareness : Brand awareness consists of brand recognition and brand recall performance. Brand recognition relates to consumers ability to confirm prior exposure to the brand when given the brand as a cue. In other words, brand recognition requires that consumers can correctly discriminate the brand as having been previously seen or heard. For example when consumers go to the store, is it the case that they will be able to recognize the brand as one to which they have already been exposed. In other words brand recall requires that consumers correctly generate the brand from memory when given a relevant cue. For example, recall of Kellogg's Corn Flakes will depend on consumers ability to retrieve the brand when they think of the cereal category. Brand Image :

A positive brand image is created by marketing programs that link strong, favorable and unique associations to the brand in memory. The definition of

customer-based brand equity does not distinguish between the source of brand associations and the manner in which they are formed; all that matters is the resulting favorability, strength and uniqueness of brand associations. This realization has important implications for building brand equity. Besides marketer-controlled sources of information brand associations can also be created in a variety of other ways: by direct experience; from information communicated about the brand from the firm or other commercial or non partisan sources.

OPERATIONAL DEFINITIONS OF THE CONCEPTS :

Brand: A brand is a name, term, symbol, design, or other feature that identifies one sellers good or service as distinct from those of other sellers. Brand Name: A brand name is that part of a brand that can be spoken, including letters, words, and numbers; a brand name is often a products only distinguishing characteristic Brand Loyalty: Brand loyalty is a customers favorable attitude toward a specific brand, which affects the likelihood of consistent purchase of this brand when the need arises for a product in this product category.

OBJECTIVE OF THE STUDY

To make a thorough understanding of Branding & its significance in increasing the sales of the organization. Detail study about evolution of biscuits & its process.

Growth & future prospects of FMCG-Biscuits segment in India economy.

To know about Parle & Britannia Company & their growth in Indian market. To Conceptual analysis the Glucose Biscuits brand strategy. To study the factors influencing brand decision. To study the impact of the price increase of 100-gram Parle-G on 100gram Britannia Tiger. To understand the market potential of Britannia Tiger biscuits.

To know different Britannia products which both domestic & International brand.

LETERATURE REVIEW
Fast Moving Consumer Goods

FMCG Industry :

FMCG are products that have a quick shelf turnover, at relatively low cost and don't require a lot of thought, time and financial investment to purchase

Fast Moving is in opposition to consumer durables such as kitchen appliances that are generally replaced less than once a year. Three of the largest and best known examples of Fast Moving Consumer Goods companies are Nestl, Unilever and Procter & Gamble. The Indian FMCG sector is an important contributor to the country's GDP. It is the fourth largest sector in the economy and is responsible for 5% of the total factory employment in India . This has been due to liberalization, urbanization, increase in the disposable incomes and altered lifestyle. . The lower-middle income group accounts for over 60% of the sector's sales. Rural markets account for 56% of the total domestic FMCG demand.

RESEARCH METHODOLOGY

RESEARCH DESIGN The research design is the conceptual structure with in which research is conducted it consist the blue print of the collection measurement and analysis of data. In that project the research design was adopted for the Descriptive research study the exploratory research studies are also termed as formulate research studies. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypothesis from an operational point of view The main purpose of the study was to tell the consumer perception in A . The major emphasis was on the discovery of the ideas and opinions of the consumers at different levels in the existing environment. Two methods that are used for the study are: 1. The survey of concerning literature. 2. The experience study.

SAMPLE DESIGN A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. The sample design is determined before data are collected. The sampling used for the study is Convenience Sampling. Under this sampling design every item or the universe has equal chance or inclusion in the sample because this is Consumers Perception survey, so we give each person at any place an equal probability of getting into the sample. The PARLE- G & BRITANNIA Biscuits of random sampling are: 1. It gives each element in the population an equal probability of getting into the sample; and all choices are independent of one another. 2. It gives each possible sample combination an equal probability of being chosen.

DATA COLLECTION TYPES OF DATA In the survey two types of data are collected: 1. Primary data: These datas are those which are collected for the first time and therefore original in nature.

Secondary data: Data, which have already been collected by someone else and hence passed through the statistical process.

DATA SOURCE PRIMARY DATA COLLECTION For the collection of the primary data following methods were used: 1. Interview method: Personal interviews of the customers are taken at different levels to get their opinions and suggestions. And the interview was structured in nature. 2. Questionnaire method: Structured questionnaire on the basis of information collected from different sources. The questionnaire contains both open and ended questions. SECONDARY DATA COLLECTION Secondary data were collected from the following sources: a. Books related to topic b. Organization documents c. Magazines d. Websites DATA APPROACHES Stratified Random Probability Sample Selection Method. Research Instrument

Questionnaire Focus Group Observation Direct Method

MECHANICAL INSTRUMENT: Telephonic Method POPULATION: Sampling Unit: Customer Preference towards Parle-G & Britannia Sample size : Approximate 100 Sample Selection Procedure : Probability Contact Method Direct method Telephone STATISTICAL TOOLS USED Statistical tools used in the project study are: Graph.

FINDINGS & ANALYSIS

Q.1 What brands of biscuits do you store in your shop? (a) Parle- G
80% 70% 60% 50% 40% 30% 20% 10% 0% Parle G Britania 30% Parle G Britania

(b) Britannia

70%

Interpretation :- This graph shows that 70% Customers stored Parle-G Biscuits in our shop, 30% Customers stored Britannia Biscuits.

Q.2 Which of these brands sell the most?

(a) Britannia bourbon

(b) Parle hide n seek

(c) Any other

60% 50% 40% 30% 20% 10% 0% Britannia Bourbon Parle Hide m seek Any other 30% 20% 50%

Britannia Bourbon Parle Hide m seek Any other

Interpretation :- This graph shows that

30% Customers likes Britannia

Bourbon Biscuits, 50% Customers likes Parle hide n seek Biscuits and 20% Customers likes Any other Biscuits.

Q.3 What are the other Brands of Chocolate Biscuit you prefer? (a) Hide & Seek (b) Bourbon (c) Goody Chocolate Cookies

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

40% 35% 25%

Hide n seek Bourbon Goody chocolates Cookies

Hide n seek

Bourbon

Goody chocolates Cookies

Interpretation :- This graph shows that 25% Customers prefer Hide n seek Brands of Chocolate Biscuit, 35% Customers prefer Bourbon Brands of Chocolate Biscuit and 40% Customers prefer Goody Chocolate Cookies Brands of Chocolate Biscuit.

Q.4 How many packets of Biscuits do you eat per Week in a Month? (a) 1-3 (b) 4-6 (c) 6-9

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

1 TO 3

40% 30% 30%

1 TO 3 4 TO 6 6 TO 9

4 TO 6

6 TO 9

Interpretation :- This graph shows that 30% Customers eat 1 to 3 Pakets, 40% customer eat 4 to 6 Packets 40% & 30% customers eat 6 to 9 Packets.

Q.5 Which Chocolate Flavors you preferred? (a) Sweet Chocolate Bitter (b) Chocolate Chips

70% 60% 50% 40% 30% 20% 10% 0%

60% 40%
Sweet Chocolate Bitter Chocolate Chips

Sweet Chocolate Bitter

Chocolate Chips

Interpretation :- This graph shows that 60% Customers preferred Chocolate Flavors of Sweet Chocolate Bitter and 40% Customers preferred Chocolate Flavors of Chocolate Chips.

Q.6 Would you like having Biscuit with egg flavour? (a) Yes (b) No

60% 50% 40% 30% 20% 10% 0%

55% 45%

Yes No

Yes

No

Interpretation :- This graph shows that 55% Customers would like Biscuit with egg flavor and 45% Customers would not like Biscuit with egg flavour.

Q.7 Which company is reliable in your parameter?

(a) Branded

(b) Local

80% 70% 60% 50% 40% 30% 20% 10% 0%

70%

Branded

30%

Local

Branded

Local

Interpretation :- This graph shows that 70% Customers with satisfy of branded company is reliable in our parameter and 30% Customers with satisfy of Local company is reliable in our parameter.

Q.8 Any other comments? Do you like Biscuits? (a) Taste (b) Energy

60% 50% 40% 30% 20% 10% 0%

Taste

55% 45%

Taste Energy

Energy

Interpretation :- This graph shows that 45% Customers likes biscuit for Taste and 55% customer likes biscuit for energy.

Q.9 Which company issues the best policies according your pocket?

(a) Branded Company

(b) Local Company

70% 60% 50% 40% 30% 20% 10% 0%

60%

40%
Brnded Local

Branded

Local

Interpretation :- This graph shows that 60% Customers opinion branded company issues the best policies according your pocket and 40% Customers opinion Local company issues the best policies according your pocket

Q.10 Which company provides you good service? (a) Britannia (b) Parle - G (c) Any other

Interpretation :- This graph shows that 35% Customers opinion Britannia company provides good service, 45% Customers opinion Parle-G company provides good service and 20% Customers opinion other company provides good service.

CONCLUSION

Opportunity is always knocking, goes a splinter thought of the popular aphorism. The trick is to open the door every time it knocks. It clearly indicates that the price increase of 100-gram Parle-G glucose biscuits is a very good opportunity for Britannia to achieve its objective of making the companys Tiger glucose biscuit brands the number one in the glucose biscuit segment. Though the 50-paisa price increase of the 60-year-old 100-gram Parle-G brand seems to be a major price change, it has been found to be very significant for the just 7year-old Britannia Tiger brand. The research of the company show that the 50paisa price increase of 100-gram Parle-G brand has really added an appreciable percentage of the glucose biscuit consumers to Britannias 100 gram Tiger brand customer segment and also a notable percentage is likely to be added to it. The major reason that has driven Parle-G customers to change their brand was found to be the 50-paisa increase in the price of Parle-G, thereby indicating the price sensitivity of the customers. In the case of Parle-G brand, the researcher found that its the taste, which contributed towards the customers brand loyalty. Parle-Gs long presence in the market didnt have much impact on the consumers brand choice, rather it was the taste that deferred customers from switching to the other brands of glucose biscuits. The Parle-G customers are not against consuming the Tiger brand provided they get the same quality taste as that of the Parle-G brand. They pointed out that the Tiger brand has a little lower milky taste and is a

little sweeter than it should be. Thus, the company must maintain the price and concentrate on the brand taste to take maximum advantage of this opportunity. Also, marketing efforts are required to make the consumers aware of the brands price and make them more of nutrition-conscious so that they can understand the Glucose H-Force Biscuit concept. There is high awareness level of different Parle-G Biscuits amongst the retailers. From the survey of 100 retailers in Moradabad City it was noticed that in most of the retailers are keeping Parle-G Biscuits other brands also occupy a major share. Market Share of Parle-G Biscuits is more than its competitors. Brand awareness for Parle-G Biscuits is very high. There is significant high brand loyalty for Britannia Biscuits among the consumer. Most of the retailers were complaining about the fewer profit margins. Most of the retailers were complaining about that there was no sort of credit given in the era of credit.

SUGGESTIONS

 Conjunction problem should be solved as soon as possible for every service provider because the consumer are suffering from the service provided by the company. Time to the company must provide bonanze to their consumer. All rights should be reserved by the company. The rules provided by the company should be flexible according to customer requirement.

LIMITATIONS

Relevance : The data may not fit into the needs of investigation. There may be difference in the units of measurement, there may be surrogate data, discrepancy of class & data may pertain to some other period of time. Difficulties in the identification of the source. Difficulty to find secondary data that exactly the needs of some specific research investigation. Error may be there in recording or transferring information from secondary sources. The facilities or capabilities of the agency that originally collected the data might be questionable.

BIBLIOGRAPHY
BOOKS: Marketing Management by Philip Kotler (Prentier Hall of India Pvt Ltd) Ninth Edition. Essentials of Marketing Management by Reddy and Appanaih (Himalaya Publishing House) Ninth edition. Consumer behavior by R Nair (Himalaya Publishing House) Third Edition. Keeping Customer Happy by Jacqueline Dunckel and Brian Taylor (Jaico Publishing House) Second Edition. Essentials of marketing Management by S A Sherlaker (Himalaya Publishing House) Twelfth Revised and Enlarged Edition Reprint. NEWS PAPERS: THE ECONOMIC TIMES THE TIMES OF INDIA THE BUSINESS STANDARD THE INDIAN EXPERESS MAGAZINES: BUSINESS INDIA INDIA TODAY BUSINESS WORLD INTERNET WEBSITES: www.britanniaindustries.com
www.parlebiscuits.com

QUESTIONNAIRE
Q.1 What brands of biscuits do you store in your shop? (a) Britannia (b) Parle- G

Q.2 Which of these brands sell the most? (a) Britannia bourbon (b) Parle hide n seek (c) Any other

Q.3 What are the other Brands of Chocolate Biscuit you prefer? (a) Hide & Seek (b) Bourbon (c) Goody Chocolate Cookies

Q.4 How many packets of Biscuits do you eat per Week in a Month? (a) 1-3 (b) 4-6 (c) 6-9

Q.5 Which Chocolate Flavors you preferred? (a) Sweet Chocolate Bitter (b) Chocolate Chips

Q.6 Would you like having Biscuit with egg flavour? (a) Yes (b) No

Q.7 Which company is reliable in your parameter? (a) Branded (b) Local

Q.8 Any other comments? Do you like Biscuits? (a) Taste (b) Energy

Q.9 Which company issues the best policies according your pocket? (a) Branded Company (b) Local Company

Q.10 Which company provides you good service? (a) Britannia (b) Parle-G (c) Any other