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Examples of FMCG generally include a widerange of frequently purchased consumer products such as toiletries, soap,cosmetics , tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics,packaged food products, soft drinks, tissue paper, and chocolate bars. India’s FMCG sector is the fourth largest sector in the economy and creates employment for more than three million people in downstream activities. Its principal constituents are Household Care, Personal Care and Food & Beverages. The total FMCG market is in excess of Rs. 85,000 Crores . It is currently growing at double digit growth rate and is expected to maintain a high growth rate. FMCG Industry is characterized by a well established distribution network, low penetration levels, low operating cost, lower percapita consumption and intense competition between the organized andunorganized segments. Overview- FMCG SectorSlide 3: The Rs 85,000-crore Indian FMCG industry is expected to register a healthy growth in the third quarter of 2008-09 despite the economic downturn. The industry is expected to register a 15% growth in Q3 2008-09 as compared to the corresponding period last year. Unlike other sectors, the FMCG industry did not slow down since Q2 2008. The industry is doing pretty well,bucking the trend. As it is meeting the every-day demands of consumers, it will continue to grow. In the last two months, input costs have come down and this will reflect in Q3 and Q4 results. Market share movements indicate that companies such as Marico Ltd and Nestle India Ltd, with domination in their key categories, have improved their market shares and outperformed peers in the FMCG sector. This has been also aided by the lack of competition in the respective categories. Singleproduct leaders such as Colgate Palmolive India Ltd and Britannia Industries Ltd have also witnessed strength in their respective categories, aided by innovations and strong distribution. Strong players in the economy segment like Godrej Consumer Products Ltd in soaps and Dabur in toothpastes have also posted market share improvement, with revived growth in semi-urban and rural markets.Industry Category & Product : Household Care Personal Wash:- The market size of personal wash is estimated to be around Rs. 8,300 Cr . The personal wash can be segregated into three segments: Premium, Economy and Popular. The penetration level of soaps is ~92 per cent. It is available in 5 million retail stores, out of which, 75 per cent are in the rural areas. HUL is the leader with market share of ~53 per cent; Godrej occupies second position with market share of ~10 per cent. With increase in disposable incomes,growth in rural demand is expected to increase because consumers are moving up towards premium products . However, in the recent past there has not been much change in the volume of premium soaps in proportion to economy soaps, because increase in prices has led some consumers to look for cheaper substitutes Detergents:- The size of the detergent market is estimated to be Rs. 12,000 Cr. Household care segment is characterized by high degree of competition and high level of penetration . With rapid urbanization, emergence of small pack size and sachets , the demand for the household care products is flourishing. The demand for detergents has been growing but the regional and small unorganized players account for a major share of the total volume of the detergent market. In washing powder HUL is the leader with ~38 per cent of market share. Other major players are Nirma , Henkel and Proctor & Gamble. Industry Category & ProductSlide 6: Personal Care Skin Care:- The total skin care market is estimated to be around Rs. 3,400 Cr. The skin care market is at a primary stage in India. The penetration level of this segment in India is around 20 per cent. With changing life styles, increase in disposable incomes, greater product choice and availability, people are becoming aware about personal grooming. The major players in this segment are Hindustan Unilever with a market share of ~54 per cent, fol -lowed by CavinKare with a market share of ~12 per cent and Godrej with a market share of ~3 per cent. Hair Care:- The hair care market in India is estimated at around Rs. 3,800 Cr. The hair care market can be segmented into hair oils, shampoos, hair colorants & conditioners, and hair gels. Marico is the leader in Hair Oil segment with market share of ~ 33 per cent; Dabur occu -pies second position at ~17 per cent. Shampoos:- The Indian shampoo market is estimated to be around Rs. 2,700 Cr. It has the penetration level of only 13 per cent in India. Sachet makes up to 40 per cent of the total shampoo sale. It has low penetration level even in metros. Again the market is dominated by HUL with around ~47 per cent market share; P&G occupies second position with market share of around ~23 per cent. Antidandruff segment constitutes around 15 per cent of the total shampoo market. The market is further expected to increase due to increased marketing by players and availability of shampoos in affordable sachets.Slide 7: Oral Care :- The oral care market can be segmented into toothpaste - 60 per cent;toothpowder - 23 per cent; toothbrushes - 17 per cent. The total toothpaste market is estimated to be around Rs. 3,500 Cr . The penetration level of toothpowder/toothpaste in urban areas is three times that of rural areas. This segment is dominated by Colgate-Palmolive with market share of ~49 per cent,while HUL occupies second position with market share of ~30 per cent. In toothpowders market, Colgate and Dabur are the major players . The oral care market , es-pecially toothpastes, remains under penetrated in India with penetration level ~50 per cent . Food & Beverages Food Segment :- The foods category in FMCG is gaining popularity with a swing of launchesby HUL, ITC, Godrej, and others. This category has 18 major brands aggregating Rs. 4,600 Cr. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, ready to eat rice by HUL and pizzas by both GCMMF and Godrej Pillsbury. Tea :- The major share of tea market is dominated by unorganized players . More than 50 per cent of the market share is capture by unorganized players. Leading branded tea players are HUL and Tata Tea. Coffee :- The Indian beverage industry faces over supply in segments like coffee and tea. M ore than 50 per cent of the market share is in unpacked or loose form. The major players in this segment are Nestlé, HUL and Tata Tea.GROWTH PROSPECT : Large Market India has a population of more than 1.150 Billions which is just behind China . The estimates, by 2030 India population will be around 1.450Billion and will surpass China to become the World largest in terms of population. FMCG Industry which is directly related to the population is expected to maintain a robust growth rate Spending Pattern An increase is spending pattern has been witnessed in Indian FMCG market. There is an upward trend in urban as well as rural market and also an increase in spending in organ- ized retail sector . An increase in disposable income, of household mainly because of in-crease in nuclear family where both the husband and wife are earning , has leads to growth rate in FMCG goods. GROWTH PROSPECTSlide 9: Changing Profile and Mind Set of Consumer People are becoming conscious about health and hygienic. There is a change in the mind set of the Consumer and now looking at “Money for Value” rather than “Value for Money”. We have seen willingness in consumers to move to evolved products/ brands, because of changing lifestyles, rising disposable income etc. Consumers are switching from economy to premium product . Witnessed a sharp increase in the sales of packaged water and water purifier. Findings according to a recent survey by A. C. Nielsen shows about 71 percent of Indian take notice of packaged goods labels containing nutritional information compared to two years ago which was only 59 per cent.ADVANTAGES TO THE SECTOR : Governmental Policy Indian Government has enacted policies aimed at attaining internationalcompetitiveness through lifting of the quantitative restrictions, reducing exciseduties , automatic foreign in-vestment and food laws resulting in an environment that fosters growth . 100 per cent ex-port oriented units can be setup by government approval and use of foreign brand names is now freely permitted . Central & State Initiatives Recently Government has announced a cut of 4 per cent in excise duty to fightwith the slowdown of the Economy. This announcement has a positive impact on the industry . But the benefit from the 4 per cent reduction in excise duty is not likely to be uniform across FMCG categories or players. The changes in excise duty do not impact cigarettes (ITC, Godfrey Phillips), biscuits (Britannia Industries, ITC) or ready-to-eat foods, as these prod- ucts are either subject to specific duty or are exempt from excise. Even players with manufacturing facilities located mainly in tax-free zones will also not see material excise duty savings. Only large FMCG-makers may be the key ones to bet and gain on excise cut . ADVANTAGES TO THE SECTORSlide 11: Foreign Direct Investment (FDI) Automatic investment approval (including foreign technology agreements within specified norms), up to 100 per cent foreign equity or 100 per cent for NRI and Overseas Corporate Bodies (OCBs) investment, is allowed for most of the food processing sector except malted food, alcoholic beverages and those reserved for small scale industries (SSI). There is a continuous growth in net FDI Inflow. There is an increase of about 150 per cent in Net Inflow for Vegetable Oils & Vanaspati for the year 2008Sectoral Opportunities: Dairy Based Products India is the largest milk producer in the world, yet only around 15 per cent ofthe milk is processed. The organized liquid milk business is in its infancy and also has large long-term growth potential. Even investment opportunities exist in value-added products like desserts, puddings etc. Packaged Food Only about 10-12 per cent of output is processed and consumed in packagedform , thus highlighting the huge potential for expansion of this industry. Oral Care The oral care industry, especially toothpastes, remains under penetrated inIndia with penetration rates around 50 per cent. With rise in per capitaincomes and awareness of oral hygiene, the growth potential is huge. Lower price and smaller packs are also likely to drive potential up trading. Beverages Indian tea market is dominated by unorganized players. More than 50% of themarket share is capture by unorganized players highlighting high potential for organized players. Sectoral OpportunitiesMARKET OPPORTUNITIES: Vast Rural Market Rural India accounts for more than 700 Million consumers, or ~70 per cent of the Indian population and accounts for ~50 per cent of the total FMCG market. The working rural population is approximately 400 Millions. An average citizen in rural India has less then half of the purchasing power as compare to his urban counterpart. Still there is an untapped market and most of the FMCG Companies are taking different steps to capture rural market share. The market for FMCG products in rural India is estimated ~ 52 per cent and is projected to touch ~ 60 per cent within a year. Hindustan Unilever Ltd is the largest player in the industry and has the widest market coverage. Export - “Leveraging the Cost Advantage” MARKET OPPORTUNITIESSlide 14: Cheap labor and quality product & services have helped India to represent as a cost ad-vantage over other Countries. Even the Government has offered zero import duty on capital goods and raw material for 100% export oriented units. Multi National Companies out-source its product requirements from its Indian company to have a cost advantage. India is the largest producer of livestock, milk, sugarcane, coconut, spices and cashew apart from being the second largest producer of rice, wheat, fruits & vegetables. It adds a cost advantage as well as easily available raw materials.COMPANT PROSPECTS: Godrej Consumer Products Limited (Godrej ) • The Board of Directors of Godrej Consumer Products Limited ( GCPL) has approved the acquisition of 50 per cent stake of its joint venture partner SCA Hygiene Products’ stake in Godrej SCA Hygiene Limited. After the transaction, the Joint Venture which owns the ‘ Snuggy ’ brand of baby diapers will become a 100 per cent subsidiary of GCPL . • Godrej Consumer Products Limited has acquired 100 per cent stake in the Kinky Group Limited, South Africa. Kinky is among one of the largest brand into hair segment with product portfolio . COMPANT PROSPECTSSlide 16: Hindustan Unilever Limited Unilever is lowering its expenditure on packaging across its portfolio of food brands as part of a wider cost-cutting drive. HUL has pared down the colour palette used for printing across many products. The system has been used to reduce printed packaging costs for Unilever’s products . It is also eco-friendly because it reduces waste in the printing process. HUL is taking different steps to reduce the cost and increase the margin . Hindustan Unilever’s product - Pureit (a water purifier) has received the UNESCO Water Digest Water Award 2008-2009 in the category of best domestic non-electric water purifier . Pureit received the award for outstanding contribution in the field of water in India. The product is available across 21 Indian states and has reached more than 1 million homes in India giving them access to microbiologically safe drinking water . Pureit’s performance has been tested by leading international & national medical, scientific & public health institutions and meets the germ-kill criteria of the Environmental Pr- tection Agency, the drinking water regulatory agency in the USA.Slide 17: Procter & Gamble Hygiene & Health Care Limited (P&G ) • The Company has 21 product categories out of which only 8 product have presence in India. The company is planning to launch the rest 13 product in India. The company expects to see a growth in other categories . • The company has an aggressive plan to set up 20 new factories across the World out of which 19 is expected to come in emerging markets and most of them would be seen in Brazil, Russia, India, and China (BRIC ) nations. • Whisper which is one of the company’s power brands has recorded 50 per cent market share in urban India . Colgate-Palmolive (India) Limited • Colgate Palmolive (India) Ltd, which is currently holding 75 per cent of the share capital of SS Oral Hygiene Products Private Ltd, Hyderabad, has acquired the remaining 25 per cent share capital from the local shareholders at an aggregate price of Rs 77.70 lakh . Consequently, Oral Hygiene Products has become a wholly owned subsidiary of the company.Slide 18: Nestle India Limited Nestle is planning to invest Rs 6 billion in India in 2009 for expansion of its business in the country . The company which has allotted an investment of Rs 3 billion in the Indian market in 2008, would be doubling the investment in 2009 as part of its business strategy . Nestle International is reinvesting and expanding in India and Nestle India will have all the financial resources to expand and grow from the parent company . Nestle India reported a good increase in its standalone net profit for the second quarter . During the quarter, the profit of the company rose 26.54 % to Rs 1,210.90 million from Rs 956.90 million in the same quarter , last year. The company posted earnings of Rs 12.56 a share during the quarter, registering 26.61% growth over prior year period.Net sales for the quarter rose 23.45% to Rs 10,356.30 million, while total income for the quarter rose 23.78% to Rs 10,423.40 million, when compared with the prior year period.Slide 19: Dabur India Limited ( Dabur ) Dabur has entered into the malted food drink market with the launchof a new health drink “ Dabur Chyawan Junior”. The company, they expect to capture a market share of 10 per cent of the Rs. 1,900 Crores malted food drink market over the next two years. Dabur has acquired 72.15 per cent of Fem Care Pharma Ltd (FCPL), aleading player in the women’s skin care products market, for Rs 203.7Crores in an all-cash deal. The Company is expected to create synergy by this deal. Dabur got approval from Government of Himachal Pradesh to set up another medicine manufacturing unit. The project has an expected investment of Rs. 130 Crores .Industry Analysis : Industry Analysis The consumer food industry mainly consists of ready-to-eat products or ready-to-cook products such as pasta products, bakery products, biscuits, soft drinks, etc. Automatic approval for FDI up to 51% has been introduced. Bakery industry in India is probably the largest among the processed food industries, the production of which has been steadily increasing in the country. The two major bakery industries, viz., bread and biscuits account for almost 82% of the total bakery products.Based on the production in India biscuits can be broadly classified into:-: Based on the production in India biscuits can be broadly classified into:-Industry Research : Industry Research Objective : To study eating habits with regards to consumption of biscuits amongst people. The composition of choices of food of people for breakfast and snacks shows that only 16% prefer biscuits .Industry Research: Industry Research Of the people who consume biscuits 25% people prefer cream biscuits, 12% prefer wafer biscuits, 34% prefer sweet plain biscuits and 29% of people prefer namkeen or salty biscuits .Industry Research: Industry Research The number of people who eat biscuits include 37% of people who eat them everyday, 29% eat twice a week, 14% eat four times a week, 8% eat once in 15 days, 6% eat once in 10 days and once in a month. MARKET SHARE: MARKET SHAREBiscuit Industry in India – An Overview : Biscuit Industry in India – An Overview Biscuit industry in India in the organized sector produces around 60% of the total production, the balance 40% being contributed by the unorganized bakeries. The major Brands of biscuits are- Britannia, Parle Bakeman , Priya Gold, Elite, Cremica , Dukes, Anupam and Horlicks . Though de reservation resulted in a few MNCs, i.e. Sara Lee, Kellogs , Smith Kline Beecham, Heinz etc entering the biscuit industry in India.Britannia: Company Overview : Britannia: Company Overview 1892 - Britannia established with an investment of Rs. 295 in Kolkata 2007- Britannia ranked No.1 in the Metros across all categories. The Origin of “Eat Healthy Think Better” Britannia saw the writing on the wall. Its " Swasth Khao Tan Man Jagao " (Eat Healthy, Think Better) re-position directly addressed this new trend by promising the new generation a healthy and nutritious alternative - that was also delightful and tasty .Makeover of Britannia : Makeover of Britannia From being a manufacturer of baked products, BIL kicked off a diversification exercise to become a comprehensive foods and beverages company making cheese and other dairy products. BIL hired a Paris based design studio- Shining Strategic design, to craft a new logo and corporate slogan. Its work involved understanding the perceived and potential value of the brand where everything from colors and symbols to the typeface, was evaluated. Research showed that the brand 'Britannia' was synonymous with trust and quality, and the wide portfolio of products was seen as a source of strength .Current market position of Britannia biscuits: Current market position of Britannia biscuits I N T R O D U C T I O N G R O W T H M A T U R I T Y D E C L I N E Time Sales Treat Pure Magic Little Hearts Marie Nice Good Day Tiger Nutri Choice FINDINGS :BRITANNIA PRODUCTS OVERVIEW : FINDINGS :BRITANNIA PRODUCTS OVERVIEW Nutri Choice 5 Gain According to the view of most of the consumers compromising with quality of food is not a good habit. As all kinds of nutrition solutions cannot come from a single type of food alone, the main requirement is to find out such a type of food where different combinations of benefits of food is available. Britannia NutriChoice 5 Grain Biscuits are a perfect answer to those looking for healthy eating options without as much making compromise on taste, or convenience, or health. Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen healthy cereals (Oats that help reduce bad cholesterol, Corn which promotes heart health, Ragi a good source of both Calcium as well as Fibre , Rice low in fat, and Wheat that provides wholesome energy). These biscuits are delicately sweetened with natural honey, and come in a unique large oval shape. It is this large size and the healthy combination of the ingredients that make it an ideal hunger buster for those in-between meals time hunger. These are also available in different packet sizes. So whenever a breakfast is missed people simply can opt for this product.Slide 32: Tiger Banana Britannia is committed to help secure every child's right to Growth & Development through good food every day. Purposefully taking forward the credo of ' Eat Healthy, Think Better ', they have launched a new variant under our power brand TIGER - TIGER BANANA - power packed with IRON ZOR & and with the delightful taste of banana. IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as much IRON ZOR as that in 1 kg of Banana. R&D in Britannia has spent considerable time to develop this nutritious and delightful snack for children. Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and Rs.10.Slide 33: NutriChoice Digestive Biscuit Nothing can be more difficult than making small efforts in our daily life towards healthy and active living. 24/7 we are engrossed in our busy schedules; skipping meals, missing walks, along with inadequate sleep and frequently eating-out, all take a heavy toll on our health. At least with the new and improved NutriChoice Digestive Biscuit, we have one less thing to worry about. Made with 50% whole-wheat and packed with added fibre (10% of our daily dietary needs), these delightfully tasty biscuits are amongst healthiest bites of the day.Slide 35: MARKETING STRATEGY The marketing strategies for any company are not about a fixed concept. Rather it is full of new challenges every day, and the companies must respond to it very positively. 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. The following strategies are basically adopted by Britannia in order to capture a good market share. A strong quality of the product and customer satisfaction: General customers are basically concerned about the quality of product rather than the price of the product. In our survey we found that basically people are first looking for the quality. If good quality is there in the product then they are only looking for the price. But if the quality is not satisfactory they even don‟t looking about the pricing of the product. In this regard Britannia always maintained much more importance over there product quality. That‟s why they are among the very successful brand of today.Slide 36: A growing relationship with customer and customer retention: Now days a good relation with the 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. Britannia’s customer relationship management is very strong which is the one of the major cause of selling of their product continuously. 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. Continuous watching over competitor‟s strategies and development help Britannia a lot. 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.Slide 37: 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. For Britannia different variation in their product depending over various locations and the economic status of the people is being very much helpful for the company. 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. Sometimes Britannia comers to market with new offerings and of course with cost benefits to the customers. Giving discounts over bulk purchase also comes under this strategy.Basis Of Segmentation: Basis Of Segmentation Broadly there are three ways to segment the market followed by the biscuit industry: Based on age group. Based on purchasing power of the consumers The lifestyle approach.Slide 39: Need for Market Segmentation: - As the companies cannot go to all sectors and to all customers with different needs and demands of customer. So it is very important for any company to identify various markets segments. In this context the segmentation of market of Britannia is analyzed here. Demographic Segmentation:- Looking at the age, gender, family size, income and occupation of various people, Britannia also have segmented there market like: - Market Segmentation Depending on Age: - Britannia Fruit Rollz is designed basically for the children. Good Day, Cream Creaker , Marry are basically for the more matured people. Little Hearts are designed are basically for the younger generation people. Income: - Good Day, Milk Cream is basically for the people who belongs to a little bit of higher income level. Britannia Marie, Suji tost are basically designed for then who belongs to a little lower level income group. Different products with packages of Rs. 5, Rs. 10 are also made keeping the income status of the people. Behavioral Segmentation:- Some time people’s behavior changes with their psychology and mood also. Keeping this into consideration Britannia also has segmented there market.Slide 40: Benefits: - At tea time we require also some snacks. Keeping this into consideration Britannia has specified products like Cream Creaker , Suji tost . User Status: - People in dating or love often prefers for some time pass with some food. Britannia's Salted Time pass and Little Hearts are the perfect solution for that. The Little Hearts biscuit are extremely dedicated for the people in love as these biscuits are very little in size, shapes like a heart and perfectly red color. Usage Rate: - Britannia has also segmented their market depending on the customer usage rate. Marie Gold is a product which is for High Usage Rate Customers. Niche Segmentation: - It includes the further segmentation of the segments of the original market. Britannia Slice Cakes and Britannia good day are designed for the people who actually also wants some food characteristics in a biscuit. Different cream biscuits are also made for the people who love to have a biscuit with cream.Target Markets : Being a very much consumer product Britannia have different target markets with different products. This can be discussed with different products and markets. Being a very familiar consumer product they basically use a full market coverage strategy with different products. Britannia Tiger: - With a lower price and smaller packs of this product Britania basically targets for people with relatively lower income group who are concerned about the product quality as well as with the pricing of the product. With this product Britannia also captured a huge proportion of rural market of India. Britannia 50-50:- Pricing with a bit higher than Tiger it actually uses the concept of namkeen biscuit or in other world snacks. People who like to have shacks with tea or anything else Britannia also targets them with this product. Britannia Marie Gold:- With a bigger packaging size it targets for the families having more no. of people. As the requirement is high so they designed these packets with larger no. of biscuits. Also gives a family like moderate taste. Britannia Good Day: - Actually uses the concept of butter biscuits. It actually targets for the people with a bit of higher income group. Who wishes to buy biscuits not always for food requirement but for bit of luxuriousness. Treat Fruit Rollz : - It actually targets the children and uses a concept of celebration. As at the time of celebrations among the children biscuit is an important issue. It targets the occasion as well as the minor group of their potential market. Target MarketsBrand Positioning : With different various products Britannia do not only positions as a biscuit manufacturer. But they also give very much importance over food quality. They basically position themselves as a manufacturer of food with delivering higher quality and cost benefits values to their customers. Their packaging of the products also defines themselves as a company for every consumer with different pricing options. This strategy helps the company to capture a huge market share. Brand PositioningResearch 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 outlines 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. Research and Development:-Slide 44: The Marketing Mix For various products of Britannia there are various marketing mixes. Here we have taken a single product of Britannia Biscuits and analyzed the marketing mix strategy for this particular product. Marketing Mix (4 Ps) for Britannia Marie Gold: - PRODUCT PRICE PLACE PROMOTIONSlide 45: Product Price Promotion Place MARKETING MIX Absolutely good in quality for customer satisfaction. Designed in round shape. Good taste at the tea time. Britannia’s oldest brand. Packaged in nice single & triple row packs (for different requirement) with attractive coloring. Sized in absolute round shape for a normal cup and plate of tea. Rs. 21 for a 370 gm of pack. (Now 50 gm. Extra). Absolutely affordable price within the range of normal customer. Discounts not in the sense of direct price but in the sense of extra 50 gm. Advertising with a brand new look of Marie Gold attractive pack. Advertising with a massage of “Eat Healthy, Think Better”. Sales promotion with a tag line “ Ab Tea Time Badal Gaya”. Creating close long term relationship with customers with the concept of tea. Going to various regions of country with strong distribution channel. Cover almost the whole consumer market for biscuits. Depending over a very common price reaches to every individual customer from remote village to any metro. Huge stock of inventory to maintain a proper supply in the market. With the help of good transportation the market demand is always fulfilled.Slide 46: Competitors: - Generally all organizations have competitors in the market. A particular organization always comprises with other same business and according to market share we clarify the brand of product is giving more challenge to my product. We found many products which can be compared with Britannia Biscuit. As a conclusion we found that particularly in the area we surveyed Britannia is really doing well and its performance is on a good level. During the field work and after intensive study it was found that main competitor of BRITANNIA is BIAKFARM Biscuits. In our provided area the share of the market is as follows. BRITANNIA 33% BISKFARM 25% PRIYAGOLD 13% PARLE-G 14% PURE FOOD 8% OTHERS 7% When we compared with other businesses then we follow the quality, price, distribution system, promotional strategy etc. of the competitors Britannia in this area is doing well.Slide 47: 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. 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 careness 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.Britannia (Corporate Social Responsibility) : Britannia ( Corporate Social Responsibility) Britannia Industries, Naandi Foundation and Global Alliance for Improved Nutrition have come together to provide specially developed Britannia Tiger Iron Fortified Biscuits for 1.5 million children in Hyderabad as part of the AP Government’s mid-dayIntellectual Property Rights (IPR): Intellectual Property Rights (IPR) Britannia Industries Ltd has developed several brands and created recipes in respect of its products. The TIGER Brand which was developed by the Company has become one of the most successful brands in the country, with significant potential outside the country too.Slide 50: CONCLUSION Britannia being the leader in this segment should develop economy range biscuits to capture the low income groups. 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 behavior 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 behavior. You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.