today changed britannia
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ACKNOWLEDGEMENT
An individual cannot do project of this scale. I take this opportunity to
express my acknowledgement and deep sense of gratitude to the
individuals for rendering valuable assistance and gratitude to me. Firstly,
I would like to express my gratitude to our guide for providing me such
an interesting topic for my university project and their by supporting co-
operating with me during my project. heir inputs have played a vital
role in success of this project. hen I express my sincere thanks to my
project guide
For their generous support, constant direction and mentoring at all stages
of training. I take this opportunity to thank all dealers, customers who
spared their precious time to provide me with valuable inputs for project
without which which it would have not been possible.I firmly belive that
there is always a scope of improvement .I welcome any suggestions for
further enriching the !uality of this report.
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TABLE OF CONTENT
1. Company profile
2. Obje!i"e of !#e $!%&y
'. (e$ear# me!#o&olo)y
*. Da!a analy$i$ + in!erpre!a!ion$
,. Fin&in)$
-. /o! analy$i$
0. %))e$!ion + reommen&a!ion$
. Limi!a!ion$
. Anne3%re
14.Biblio)rap#y
"
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WAD5A G(O67 7(OF5LE
#ith the $$% years at the forefront of industry in India, the wadia group
today is broadly diversified industries that covers textiles, chemical,
petrochemicals, plantations foods, electronic, light engineering, health
laminates, real estates, education, consultancy. &onsistently the group of
companies has become market leader in the field, which they have
entered.
Finanial !ren)!#
he group has come to known forits sound and prudent financial track
record.
'uilding the strong fundamentals has form the basic growth of each
company, making them the pick of Indian bourses.
wo of the groups 'ombay (ying and 'ombay 'urmha have (eclared
uninterrupted dividend for over a hundred years, despite several recession
in the industry.
)
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he #adia*s first venture, over "+ years ago, was in the area of ship
building, more than )++ ships were designed and built by the #adia*s,
including men-of-war for the 'ritish avy. It was on one such ship that
the American ational Anthem was composed, and on another #adia
built deck that the reaty of an king, ceding /ong 0ong to 1ngland,
was signed.
2
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L5T OF 5ND6T(5E WAD5A 5 DEAL5NG
TE8T5LE
he 'ombay (yeing. 3td
C9EM5CAL
he 'ombay (yeing-(4
ational 5eroxide ltd.
&iturgia 'iochemicals ltd.
7LANTAT5ON
he 'ombay 'urmah ading &orp.ltd.
FOOD
'ritannia Industries ltd.
#adia'6 India ltd.
LAM5NATE
Formila India (ivision.
ELECT(ON5C + L5G9T ENG5NEE(5NG
+
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'.7. India ltd.
'&3 6prings (ivision.
Afcoset 'alances (ivision
AF&8 Industries and &hemicalsltd.
9EALT9
(ental 5roducts of India ltd.
4edical 4icrotechonologies ltd.
Instruments orthopedies.
CON6LTANC: A(C95TECT6(E
9her:i 1astern ltd.
ED6CAT5ON
evelle #adia Institute of management studies; research, 5une.
owrosjee #adia &ollege of arts ; science, 5une.
&usrow #adia Instute of techonology 5une.
(.9 77uparl &ollege 4umbai.
ew 3aw &ollege, 4umbai.
4odern 1ducation 6ociety*s &ollege of 1ngeneering, 5une.
%
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BOMBA: D:E5NG MFG CO .LTD
he 6pring 4ills began operations in $>) 1merging opportunities?
#ith the wave of industriali:ation in the $>th century, trading grew, and
with it, opportunities for new areas of business. In $@=>, 'ombay was
next only to ew 8rleans as the worlds largest cotton port. It was at this
time that owrosjee #adia set his sights on Indias mushrooming textile
industry. 8n August ")rd, in a humble redbrick shed, he began a small
operation. /ere, cotton yarn spun in India was dip dyed by hand in three
colors-turkey red, green and orange-and laid out in the sun to dry.
/umble opportunities ? he 'ombay (yeing ; 4anufacturing &o. 3td.
had been born. A modest beginning for a company that was to grow in
the following $$+ yr. into one of Indias largest producer of textiles.
Along the path of growth and diversification, 'ombay (yeing has
spawned do:ens of other companies. In technical and financial
collaboration with world leaders, such companies have pioneered the
manufacture of various chemicals and have grown to be leaders in their
new fields. It was more than just a company that was born in $@=>, a
legacy was born. A legacy that would give rise to one of Indias most
respected business houses.
@
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B(5TANN5A 5ND6T(5E LTD. 7(OF5LE
3argest manufacture of biscuits in India product range include breads and
cakes .8ne of the best brand, 'ritannia is the largest food processing
company in Indian food processing industry.
Four production units with over 2)%= employees.
1xtensive all India distribution network over %, out lets , making it
among the most wide spread in the industry.
1xporter of various kinds of products.
>
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95TO(: OF B(5TANN5A 5ND6T(5E
'ritannia was incorporated in $>$@ as 'ritannia 'iscuits &o 3td in
&alcutta. In $>"2, 5ea Frean 0 ac!uired a controlling stake, which later
passed on to the Associated 'iscuits International BA'IC a 0 based
company. (uring the *+s and* %s, 'ritannia expanded operations to
4umbai, (elhi and &hennai. 1xports of sea foods started in the *=s. In
$>@=, abisco, a well known 1uropean food company, ac!uired A'I. In
$>@>, D 4 5illai, a 6ingapore based 7I businessman along with the
9roupe (anone ac!uired Asian operations of abisco, thus ac!uiring
controlling stake in 'ritannia. 3ater, 9rop (anone and usli #adia took
over 5illai*s holdings.
In $>==, the 9overnment reserved the industry for small scale sector,
which constrained 'ritannias growth. 'ritannia adopted a strategy of
engaging contract packers B&5C in the small scale sector. his led to
several inefficiencies at the operating level. In April *>=, the 9overnment
dereserved the biscuit sector from small scale. 'ritannia has expanded
captive manufacturing facilities and has moderni:ed and upgraded its
facilities in the last five years. It has also forayed into the (airy 'usiness
$
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with the launch of &heese, 'utter, 9hee, (airy whitener and flavored
milk products.
5arent 9roup
'ritannias controlling stake is jointly with 9roupe (anone and usli
#adia. 9roupe (anone is one of the leading players in the world in
bakery products business. It ac!uired interest in 'ritannia Industries in
$>@> and ac!uired controlling stake in $>>)..usli #adia group is one of
the leading industrial houses in the country, with interests mainly in
textiles and petrochemicals.
Foods major - 'ritannia Industries B'I3C, is one of the leading producer
of biscuits and other bakery products. 'I3, has a major advantage of the
interest taken by the French collaborator - 9roupe (anone. 9roupe
(anone is one of the leading players in bakery products business. he
association with 9roupe (anone has been a good technological support
to 'I3. he company is jointly controlled by 9roupe (anone of France,
which is holding ""E stake and ulsi #adia group. usli #adia is one
of the leading industrial houses in the country.'ritannia enjoys a
prominent position in the industry. 8ver the last couple of years, it has
trimmed down its wide product portfolio and began to focus on value-
$$
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added instead of low-margin products. he company divested a range of
unrelated business interests in soyabean extraction, edible oils, export of
cashewnuts and shrimp, granites and software. he company rationalised
its products portfolio by reducing the products from )+ to around "+.In
8ctober $>>>, the company has issued bonus shares in the ratio of
$?".'ritannia is the market leader in the $."-million tonne Indian biscuits
industry with a %E share. It mainly caters to the premium segment. #ith
the launch of iger brand, it has taken a plunge in the low-end category,
taking competition head on with 5arle which is the leader in this
segment. he company has also diversified within dairy and bakery
products to enter the butter, cheese and ghee markets.
'ritannia has built an enviable retail distribution network which services
2, retail outlets in "," towns with the help of ",+ s. he
company is aggressively expanding its network with a bias towards the
rural markets.
'ritannia constantly expands its product portfolio to achieve its vision of
converting every third Indian into its consumer. In order to appeal to the
younger generation, the company added two new products -- 6weet 3assi
and 4ilkman &old &offee -- to its existing dairy-based drinks portfolio
which includes the Gip6ip brand of flavoured milk.
$"
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7ecently, in the ethnic food segment, the company introduced a new
range of traditional namkeens in 4umbai called 'ritannia 6nax. he
new range includes seven varieties of traditional namkeens like 'ikaner
ki 'hujia and 7ajasthani Alu 'hujia in a price range of between 7s +
and 7s ".
In (ec. ", 'ritannia dropped its plans to enter the mineral water
segment. he move comes close on the heels of (anone launching its
own mineral water brand, 1vian, in India, through a separate wholly-
owned subsidiary, (anone India. 9roupe (anone is globally the second-
largest producer of mineral water in the world with brands such as 1vian,
E e!uity of 0wality 'iscuits. he
transaction is expected to be completed during the current financial
year.he company has agreed to ac!uire 2>E e!uity of 6nacko 'isc B5C
3td. alongwith the trademark 7I1 in respect of 'akery 5roduct
etc. and several other trade marks alongwith copyrights and designs. he
$)
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transaction is expected to be completed by end "$.Further, company
has also agreed to set up a joint venture company in India with ew
Gealand (airy 'oardJew Gealan 4ilk BGC. In the joint venture
company it is proposed that G and 'ritania will hold 2>E each of the
share capital and the balance "E will be held by business associates.In
4arch "" , the &ompany entered into a joint venture with the Fonterra
&ooperative 9roup, ew Gealand. 'I3 will be transferring its existing
dairy business to the new joint venture. he joint venture will be effective
from "=th 4arch "" and will be engaged in areas relating to
sourcingJmanufacturing and distribution of milk and milk products in
India.
$2
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7LANT LOCAT5ON
'ritannias plants are located in the 2 major metro cities - 0olkatta,
4umbai, (elhi and &hennai. A large part of products are also outsourced
from third party producers. (airy products are out sourced from three
producers - (ynamix (airy based in 'aramati, 4aharashtra, 4odern
(airy at 0arnal in /aryanaC and hacker (airy 5roducts at /owrah in
#est 'engal.
$+
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7(OD6CT5ON B(EAK67
Period ended 03/98 03/99 03/00 03/01
No. of months 12 12 12 12
Production volume (unit)
Biscuits (Ton) 49,447.0 53,092.0 62,034.0 59,657.0Bread (Ton) 5,602.0 - - -
Cake & rusk (Ton) 2,282.0 2,858.0 2,905.0 2,39.0
B65NE
'ritannia core businesses constitute of 'akery and (airy products.
$%
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'akery products account for >E of the revenues and include 'iscuits,
'read and &ake ; 7usk. (airy products contribute to $E of 'ritannia*s
annual turnover of 7s$).)@bn.
'iscuits B@".=E of turnoverC
7evenues from biscuit were 7s$$.=bn in F$. he company sold
"$2,"$2 tons of biscuits registering a volume growth of $$E yoy. 'iscuit
sales in value terms registered a $)."E yoy growth. 'ritannia has a 2E
volume share and 2@E value market share in the organi:ed biscuit
market. he company presently has an installed capacity of $$$, tons
for biscuits. 5roduction in F$ was +>%+= tons against %")2 tons in
F. 8ver =E of biscuits sold are outsourced by the company .
8ver the years, 'ritannia has introduced and developed a full line of
brands in all segments of the biscuit market. he companys iger range
of glucose biscuits have been a runaway success, enabling the company
to expand its presence in the largest gluco category of the biscuit market.
In salty-sweet segment 5arle*s 0rackjack and 'ritannia*s Fifty-Fifty
compete very closely. 'ritannia*s other major brands include 4arie, hin
Arrowroot, 'ourbon, 4ilk-bikis, ice, 6nax, &oconut &runchies, 5ure
4agic, 9ood (ay, Dim-Dam and &hekkers. It has also launched biscuits
like
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Brea& ;*.-< of !%rno"er=
'ritannia*s bread business has been gradually degrowing year after year.
'read sales at 7s2"mn accounted for just 2.%E of turnover in F$,
against +.=E of turnover in F. he company sold 2"2+ tons of bread
in F$, a volume degrowth of >.2E yoy
(airy 5roducts B>.@E if turnoverC
he companys diversification into dairy business has been fairly
successful. (airy product sales were 7s$.)bn in F$. he company has
relaunched all its dairy products under the 4ilk4an brand name. ew
flavors like 4ilkman &old &offee and 4ilkman 3assi have been
launched in flavored drinks besides 4ilk4an &hocolate 4ilk and
4ilkman 6trawberry 4ilk. &heese, dairy whitener, butter and ghee are
the other products sold under the 4ilk4an brand. 'ritannia outsources
its dairy products from (ynamix (airy in 4aharashtra, 4odern (airy in
/aryana and hacker (airy 5roducts in #est 'engal. (uring F$ the
company sold $))> tons of dairy products, a +E yoy growth over @@"
tons sold in F. 'ritannia has invested 7s+@.)mn in the e!uity of
(ynamix (airy in F$..he (airy business is proposed to be divested
into a Doint
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&ooperative. 'ritannia hopes to gain from the 7;( support as well as
access to the international product portfolio of the D< partner.
&ake ; 7usk B"E of turnoverC
&ake and 7usk sales were 7s"=$mn B"E of salesC in F$.
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FO6NDE(
he $>th century witnessed a new wave in industriali:ation. rading
grew, and with it opportunities for new areas of business.
he craft of spinning and weaving fine clith had historically been
associated with India.In $@=>, 'ombay was the second largest cotton port
in the world. he countrys textile industry was mushrooming and
owrojee usserwanjee #adia, was the right man in the right place at
the right time.8n August "), of that year, in a humble red-brick shed
owrosjee . #adia, Bthe great-great-great-great-great grandson of 3oeji
usserwanjee #adia, the first master shipbuilderC began a small dye
works, the first of its kind in India. /ere, cotton yarn spun in India was
dip-dyed by hand in three colors - turkey red, green and orange and laid
out in the sun to dry.It was history in the making. he 'ombay (yeing
and 4anufacturing &ompany 3td. had been born. hroughout the $$%
years that allowed, the company has successfully grown into one of
Indias largest producers of textiles.
Along the path of growth, the #adias have diversified into various fields
of industry and commerce. he diversification was multidirectional
B&hemicals, agroproducts, light engineering, electronics, consultancy and
"
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architectureC in technical and financial collaboration with world leaders.
he new companies under the wadia banner have been pioneers and are
now leaders in their respective fields
It was more than just a company, 'ombay (yeing that was born, in $@=>,
it was a legacy. A legacy that would give rise to one of Indias most
respected business houses - he #adia 9roup.
9E(5TAGE
(i&in) T#e Cre$!
he 9roups first venture, over "+ years ago was in marine construction.
It contributed significantly to Indias distinguished history as a maritime
power.
he #adia were marine designers and master builders from $=)% to
$@@%. hey built )++ vessels that ploughed international waters,
including the first ships constructed for the 'ritish avy outside 1ngland.
It was on one such ship, the 4inden that the American ational Anthem
was composed, and on another #adia-built deck, the /46 &ornwallis,
that the reaty of anking, ceding /onkong to 1ngland, was signed. he
second oldest ship in the world, /46 rincomaleeH which even today is
"$
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afloat and intact in /artlepool, is yet another marvel of the #adias
shipbuidling prowess.
""
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5NT(OD6CT5ON
he project assigned was Lo 6urvey the Alternate &hannel for
(istribution B5aan 6hops, ea shops, &hemists, 7estaurantsC. o
understand the project properly we should know about the marketing
research and about the market share i.e. what does exactly it means.
#hat is marketing research and consumer behaviourM
4arketing research is the function that links the consumer, customer, and
public to the marketer through information used to identify and define
marketing opportunities and problems generate refine and evaluate
marketing action, monitor marketing performance and improve
understanding of marketing as a process. 4arketing research specifies the
information re!uired to address these issues, designs the method for
collecting information manages and implements the data collection
process analy:es and communicates the findings and their implication.
American 4arketing Association
8fficial definitions of marketing research
")
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L4arketing research is the specification, gathering, analy:ing and
interpretation of information that links the organi:ation with its market
environmentN.
CON6ME( BE9A>5O6(
&onsumer behaviour studies how individuals, groups and organi:ations
select, buy, use and dispose of goods, services, ideas, or experiences to
satisfy their needs and desires.
&onsumer behaviour can be also defined as the behaviour that a
consumer exhibits before buying the productsK it includes the kind of
search that a consumer made about the product. #hile using the product,
includes when where and how the consumer is using the product. and
after using the product, includes post sale facilities e.g. service, repairs.
nderstanding consumers and Lknowing consumersN are never simple.
&onsumers may state their needs and wants but act otherwise.
"2
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OB?ECT5>E OF T9E 7(O?ECT
As the project was to identify what are the products which were getting
the sale in profit making margin and to find out the reason for
inconsistent sales for the products which were not having expected sale.
he !uestion arises why company needs this kind of project. he main
harms to the company from inconsistent sales are
$. 8
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). In short inconsistent sales cause wastage of manpower, technology,
raw material, funds, loss of customers etc.
2. Flow chart of various activities performed in a se!uential manner to do
the project efficiently.
+. 5repared a !uestionnaire for survey and few !uestions for retailer
survey.
%. (iscussion of the Ouestionnaire with the sales manager.
=. &ollection of the (ata and analysis.
@. 5resentation of the results in front of the sales manager.
"%
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(EEA(C9 MET9ODOGLOG:
6A4531
I6741 61(
41/8(6 8F (AA&8331&I8
"=
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(EEA(C9 MET9ODOLOG:
All the data presented here is collected directly from the retailers. #hole
data is primary.
he survey of " retailers is done. For the survey a !uestionnaire was
prepared and data collected from various paan shops, tea shops, chemists
and restaurants.
6urvey is carried out in 1ast (elhi. For retailer survey whole (elhi was
divided into four parts and data was collected e!ually from these parts.
he retailer survey was based on simple conversation with the retailers
about the problems with the distribution channel of 'ritannia.
"@
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DATA ANAL:5
1. Type of #op
!aan
"#o$s
30%
Tea
"#o$s
25%
estau
rants
20%
C#e'is
t
25%
Paan Shops 30!
"ea Shops 2#!
$estaurants 20!
%hemist 2#!
"&pe of Shop
">
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5NTE(7(ETAT5ON
As the above graph shows the products of 'ritannia are mainly sold in
the paan shops and chemist shops. he reason behind this the major sale
is these shops are mostly on the roadside and local markets. #hen
customer approaches from tea and medicines then they used to buy these
product.
)
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2. T%rno"er for !#e pro&%! of Bri!annia@mon!#
0-000 40%
000-
5000
30%
5000-
20000
20%
o*e
20000
0%
0-000+ 40%
000-5000+ 30%
5000-20000+ 20%
o*e 20000+ 0%
"urnover for the product of 'ritannia/month
5
5NTE(7(ETAT5ON
In the above graph it is clearly shown that 'ritannia products are having
a good turnover per month in terms of monetary profit.
)$
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'. !o#ol&er of ompanie$
Britanni
a
40%
!are 30%!riao
d
20%
/TC 0%
'ritannia 0!
Parle 30!
Pri&aold 20!
*"% 10!
Stoc+holder of companies
5NTE(7(ETAT5ON
)"
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As 'ritannia products are giving a very good market sale due to which
'ritannia has having a good turnover. hough the preference of
stockholders is more.*. From /#ere &o yo% p%r#a$e
"u
eaer
45%
eaer 30%"u$er
"tockis
t
25%
Co'$a
n
5%
Su, -ealer (3!
-ealer 29!
Super Stoc+ist 2(!
%ompan& #!
.rom /here do &ou purchase
))
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5NTE(7(ETAT5ON
As retailers are directly in touch with subdealers and customers also.
herefore purchasing from the subdealer was more.
)2
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,. W#i# i$ !#e $%i!able mo&e for !#e p%r#a$e
"u
eaer
55%
eaer 30%"u$er
"tockis
t
5%
Co'$a
n
0%
"u eaer eaer "u$er "tockist Co'$an
0%
0%
20%
30%
40%
50%
60% 55%
30%
5% 0%
Suita,le mode for the purchase
)+
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5NTE(7(ETAT5ON
#hen there is higher satisfaction level reagrding the products and
services and purchase is mainly done by the subdealers so we interpret
that most suitable mode for the purchase is through subdealer
)%
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-. Are yo% $a!i$fie& /i!# yo%r
1u
"atisie
d
40%
"atiied 30%Cant
"a
0%
ot
"atisie
d
20%
1u "atisied+ 40%
"atiied+ 30%
Cant "a+ 0%
ot "atisied+ 20%
S"*S%"*N 4
5
5NTE(7(ETAT5ON
#hen there is a good services from the company and having a good sale
in the market so there satisfaction level was high.
)=
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0. T#e ompany yo% prefer mo$!
Britanni
a
45%
!are 30%!riao
d
20%
/TC 5%
'ritannia
Parle
Pri&aold
*"%
#!
30!
20!
#!
Preferred %ompan&
5NTE(7(ETAT5ON
'ritannia is having a good market value and the company is giving good
services to the dealers and products to the customer. herefore the
company is mostly preferred over the competitors.
)@
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. (ea$on for !#e preferene
reater arin 35%Beneicia
"c#e'e
25%
ood "er*ice 0%Better !roducts 20%Consu'er
es$onse
0%
reater arinBeneicia "c#e'eood "er*iceBetter !roductsConsu'er es$onse
0%
5%
0%
5%
20%
25%
30%
35%
40%35%
25%
0%
20%
0%
$SN $ "5 P$$N%
5NTE(7(ETAT5ON
#hen company is giving all the facilities and the services to the dealers
and customers therefore with these reason mention above company is
most preferred.
)>
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F5ND5NG
Factors responsible for improper distribution channel strategies are
analy:ed under the following heads.
&86417 '1/A
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o study the brand awareness for products " retailers were asked that
what are the reasons due to which the sale of 'ritannia products was
affecting the profit of the company.
8ut of " people surveyed, $+ were found aware of all 'ritannia
5roducts. hose means =+E retailers were aware of all 'ritannia
products and only "+E were not. From the above analyses we can say
that 'ritannia products have good brand awareness.
2$
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F71O1& 8F &8645I8 8F '7IAIA 578(&6
he sale of a product is very much influenced by the fre!uency of
consumption of the product. If the fre!uency of consumption is regular,
then the sales increase consistently with addition of new consumers.
7egular
eua
r
etaie
rs
35
ccasi
ona
etaie
rs
65
2"
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$eular $etailers 68!
ccasional $etailers 33!
'ehviour of $etailers
euar etaiers ccasiona etaiers
As the regular retailers are %=E and occasional retailers are ))E this
causes inconsistent sales.
7easons for higher 7egular retailers purchase for are? -
$. 8ccasional 7etailers don*t have the selling capacity e!ual to that of
regular retailers. hey usually sell local biscuits.
2)
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he credit policy towards the occasional retailers was not trustworthy.
For occasional retailers the price of 'ritannia products is not affordable.
'ut regular retailers can afford.
'. 71AI3176 67
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5roblems faced by the retailers in selling 'ritannia productsM
#/A 48I
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is dominated by the comparison of margin with other products of that
kind.
he retailers compare 'ritannia products with their competitors.
6econd main high that motivates a retailer is the schemes with the
products. &ommonly companies use to provide various retailers schemes
to attract them to sell their product. he most common schemes are some
gift items, free samples, discounts on bulk purchase.
5roper supply is the thigh that retailers want. In case of '7IAIA
578(&6, as '7IAIA 578(&6 is in the category of impulse
purchase, it should be hanged at front and the supply should be regular.
Another important thing that the retailer seeks is the credit facility. he
retailers of 'ritannia have to invest a huge amount in keeping. 6mall and
even big retailers have some time problem in keeping stock of products.
As the sales of products are not so good retailers are not able to sell the
stock for a longer period, so they need credit facility.
7eplacement of the products with complaints is another factor that
a retailer wants from a company. 4any times in case of packed food
2%
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there are complaints of rat biting and brokered in which the retailer
cannot be held responsible. It is with edible, the retailer has problems of
air leakage and rat biting and they want replacement.
67
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8ut of " retailers surveyed $%) B@$.2EC reported that the margin is
good with the company and )=B$@.%EC reported poor margin.
81? -
2@
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/ere we can find that the majority of retailers have reported that the
margin is ok or good. According to some retailers if the demand is good
for a product then its margin do not matters. 6o company must focus on
increasing the demand.
2>
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67
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he retailers who have recorded poor supply of 'ritannia products, most
of them are facing this problem just after the separation of 'ritannia
products from &omapany*s products.
71A686 716586I'31 F87 I&86I6A 6A316 8F
'7IAIA 578(&6.
$. A(
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2. Introduction of new schemes with other company*s products also
affects the demand of 'ritannia products. he children*s are attracted
towards these schemes and switch over to these products.
+. /igher impulsive and occasional purchase is also the reason for the up
; downs in the sale of 'ritannia products.
+"
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WOT ANAL:5
Following 6#8 analysis is based on the researcher*s observation of the
market while conducting the research and project*s data analysis.
6719/6.
he major strength of 'ritannia*s is its uni!ueness. 'ritannia products do
not have any close competitor.
Introduction of new and differentiated 'ritannia products provides the
consumers different tastes that can be consumed at different occasions.
8ther strength includes its popularity among children*s and peoples of all
age group.
#1A0166
#eakest part of 'ritannia products is its supply. he supply of 'ritannia
products is not good retailers report of not getting supply for two to three
months.
4oreover some of the retailers reports of not getting the schemes with
'ritannia products.
6ome times the retailers are not able to provide the desired flavors of
'ritannia products.
+)
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85587II16
In 1ast (elhi market area there is a lot of scope for new retail outlet
activation in the retail segment like groceries stores, juice corners etc.
In the region of (elhi there are number of shopping centers still under
construction and some are to be constructed in future.
As 'ritannia products is the product of impulse purchase category and
consumed while people are on picnics. 6o ew places such as petrol
pumps should be discovered.
/71A6
(ue to poor supply many retailers are not satisfied with the company and
they are shifting to other competitors.
he replacement policy of company is not so good as compared to other
companies such as 5riya 9old, which makes the retailers to keep small
stock of 'ritannia.
+2
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++
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6GGET5ON + (ECOMMENDAT5ON
he suggestions, if adopted then the company may expect no further up
and downs in the sales of its products and sales will definitely increase
with consistency.
$. After the survey of " retailers the conclusion comes out that, there is
need to improve the distribution system of 'ritannia products. It is noted
that supply is mostly regular at shops with heavy investment and is
placed at centre of good residential places, such as 6abka 'a:ar, Apana
ba:aar. 4any retailers do not have regular supply.
he areas such as 3axmi agar, 6hakarpur etc have very poor supply.
6ome of the retailers have reported supply once in one - two months. he
suppliers are ignoring small retail shops.
6o the most important thing is to improve the supply in both small ;
large shops.
". he children of +-$@ age group as per survey mostly like 'ritannia
products. 6o there is need to start some schemes for children to motivate
them to purchase 'ritannia products.
+%
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e.g. /aldiram chips is giving free fun book with one pack.
7uffles is giving poco man inside the pack.
6uch schemes forms a habit in children to purchase a product.
). 'ritannia products has higher impulse purchase than planed so to
increase in the planed purchase the fre!uency of advertisement should be
increased.
2. Attractive hangers or stands should be provided to the retailers so that
they can easily put the bars of 'ritannia products out side to increase in
sales by increase in impulse purchase.
+. 7etailer is the king in the distribution channel. 7etailer push energy
also works in promoting the sales of products. 6o there is need to
motivate the retailer through regular retailers schemes.
for e.g.
5epsi is giving one bottle free on the purchase of one crate of + ml.
4.(./ is giving special discount on the purchase of more than 7s +.
+=
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Introduction of new product lines.
+@
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L5M5TAT5ON
umber of retailers surveyed may be inade!uate to represent the
whole scenario of (elhi market.
ot every retailer has positive attitude towards the survey, so the
information collected may be inaccurate.
It is also possible that the respondent may answer according to what
they think rather they do.
6ome of the respondents are unwilling to answer because they feel
that such surveys are of no use.
he conclusions are drawn on the basis of response given by "
retailers. here is possibility of misunderstanding their views.
+>
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%
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s6ET5ONNA5(E
Name of !#e $#op
7roperie!or$ name
A&&re$$
Con!a! No.
a= Type of #op
i= 7aan #op
ii= Tea #op
iii= (e$!a%ran!
i"= C#emi$! $#op
b= T%rno"er for !#e pro&%! of Bri!annia@mon!#
i= 4 1444
ii= 1444 ,444
iii= ,444 24444
i"= Abo"e 24444
= !o#ol&er of ompanie$
i= Bri!annia
ii= 7arle
%$
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iii= 7riya)ol&
i"= 5TC
"= Anmol
&= From /#ere &o yo% p%r#a$e
i= %b&ealer
ii= Dealer
iii= %per !oi$!
i"= Company
e= W#i# i$ !#e $%i!able mo&e for !#e p%r#a$e
i. %b&ealer
ii. ii= Dealer
iii. %per !oi$!
i". Company
f= Are yo% $a!i$fie& /i!# yo%r Bri!annia pro&%!$
i= F%lly a!i$fie&
ii= a!i$fie&
iii= Can! ay
i"= No! a!i$fie&
%"
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)= Complain /i!# !#e $%pplier
HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH
HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH
HHHHHHHHHHHHHHHHHHHH
#= T#e ompany yo% 7refer !#e mo$!
i. Bri!annia
ii. 7arle
iii. 7riya)ol&
i". 5TC
i= (ea$on$ for !#e abo"e
i. Grea!er Mar)in$
ii. Benefiial #eme$
iii. Goo& er"ie
i". 7aymen! faili!ie$
". Be!!er 7ro&%!
"i. Con$%mer (e$pon$e
%)
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j= Con$%mer re$pon$e for !#e pro&%! of Bri!annia
Bi$%i!$ Brea& Cae
5oor P Q 5oor P Q 5oor P Q
4oderate P Q 4oderate P Q 4oderate P Q
9ood P Q 9ood P Q 9ood P Q
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= :o%r a&"ie for Bri!annia
l= HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH
HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH
HHHHHHHHHHHHHHHHHHHHHHHHHH
m=
-
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n=
o=
p=
I=
r=
sC
tC
uC
vCwC
xC
yC
:C
aaC
abC
acC
adC
aeC
afC
agC
-
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a#= B5BL5OG(A79:
aiC
$. 4arketing management by 5hilip kotler
ajC
". 4arketing research by 9.&.'eri
akC
). www.britindia.com
alC
2. www.wadiagroup.com
amC
+. www.9oogle.com
anC
aoC
http://www.haier.com/http://www.haierindia.com/http://www.haierindia.com/http://www.haier.com/
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