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Minor Project Report

On
BRITANNIA BISCUITS-A MARKETING STRATEGY

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD


OF
DEGREE OF BACHELOR IN BUSINESS
ADMINISTRATION
UNDER THE GUIDANCE OF
DR.LOKESH JINDAL
FACULTY, MAIMS
SUBMITTED BY:
NISHIT ANAND
ROLL NO. 03814701710
(BBA SEM 3 SECTION A)

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT


STUDIES Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area, Plot
No. 1, Sector 22, Rohini Delhi 11008
STUDENT DECLARATION

This is to certify that I have completed this Project titled “BRITANNIA BISCUITS-
MARKETING STRATEGY” under the guidance of “Dr. Lokesh Jindal” in partial
fulfillment of the requirement for the award of degree of Bachelor of Business
Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an
original piece of work and I have not submitted it earlier elsewhere.

NISHIT ANAND

BBA 2nd SEM

03814701710
CERTIFICATE

This is to certify that the project titled “BRITANNIA BISCUITS-MARKETING


STRATEGY”” is an academic work done by “Nishit Anand” submitted in the partial
fulfillment of the requirement for the award of the degree of Bachelor Of Business
Administration from Maharaja Agrasen Institute of Management Studies, Delhi, under
my guidance & direction. To the best of my knowledge and belief the data & information
presented by him/her in the project has not been submitted earlier.

Dr. Lokesh Jindal

Faculty, MAIMS
Acknowledgement

The satisfaction that accompanies the successful completion of any task would be
incomplete without the mention of the people whose ceaseless co-operation made it
possible and whose constant guidance and encouragement crown all the efforts with
success. I am deeply indebted to Dr.Lokesh Jindal, my mentor for the project who
guided me throughout my work with immense interest clearing all my doubts and queries
which I encountered.

Last but not the least, I would like to thank my Institute and my professors who during
the course made us capable enough to undertake this project

Nishit Anand
EXECUTIVE SUMMARY

After going thick on the things, 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 provides them highest.
They expect return in the form of profit margin, company schemes, window display and
reference of the shop. Among these, company schemes make the difference and are the
highest sources of motivation after profit margin. Retailing demands a constant push
from the company.
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
manufacturers to deliver what consumer wants. I need to stress on it because 58%
retailers said that it is demand why they sell Britannia. 61% agree that at retail shop it is
brand popularity, which determine the purchase of biscuit.
There is a greater need to understand the retailer behavior. Considering them as a team,
working for the company may help them to be attached to the company. There should be
a feeling of belonging to the company in inner of the retailers.
This can be done by setting values club for retailers so that they may exchange views
with the company and help in understanding consumer behavior.
TABLE OF CONTENTS

CHAPTER-1 INTRODUCTION 1

1.2 Overview of industry as a whole 2

1.2 Profile of the organization 3-24

1.3 Competition information 25-26

1.4 SWOT analysis of the organization 27

CHAPTER -2 Research Methodology 28

2.1 OBJECTIVE 29

2.2 SCOPE OF THE STUDY 29

2.3 METHODOLOGY 30-31

2.4 LIMITATIONS 32

CHAPTER -3 Conceptual discussions 33-39

CHAPTER -4 Data Analysis 40-52

CHAPTER -5 Conclusions & Suggestions 53-55

Bibliography

Annexure