Report on Fmcg on Britannia Biscuits

REPORT ON FMCG

ON BRITANNIA BISCUITS

Submitted by:

Sangit

CONTENTS

Acknowledgement

Executive Summary

Literature Review

Company Profile

Marketing Plan

Marketing mix

Segmentation positioning and targeting

Comparison with other business

About the topic (Market Potential)

Limitation

Summary/conclusion

Suggestions/Recommendations

Bibliography

ACKNOWLEDGEMENT

I owe a sense of gratitude to the intelligence and co-operation of those people who had been so easy to let us understand what I needed from time to time for completion of this exclusive project.

I want to express our gratitude towards Mrs. RoshanThapa , Marketing Faculty, for giving us an opportunity to do this project .Last but not the least, I would like to forward our gratitude to our friends & other faculty members who always endured us and stood by us and without whom I could not have envisaged the completion of my project.

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.

LITERATURE REVIEW

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.

ABOUT 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 croresof 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 MilkmanCheese. Having succeeded in garnering the trust of almost one-third of India's one billion population and astrong management at the helm means Britannia will continue to dream big on its path of innovation and products.

PRODUCTS

Tiger Banana

Britannia is committed to help secure every child's rightto Growth & Development through good food everyday.Purposefully taking forward the credo of 'Eat Healthy,Think Better ', we have launched a new variant under our power brand TIGER

NutriChoiceSugarOut

Sounds